MKT exam 2

The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad?

a person and his or her perceptions

________, one of Freud's followers, proposed that people can be described as moving toward others (compliant), away from others (detached), or against others (aggressive).

Karen Horney

Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence(s) our purchases.

conscious motives

Evaluating the effort when we need to make a particular choice is called the ________.

constructive process

Products that consumers are willing to pay more for are called ________ products.

cult

Jim sees himself as being confident, powerful, and heroic. According to the BrandAsset Archetypes model developed by ad agency Young & Rubicam, Jim would be classified as a ________.

warrior

What does the sleeper effect suggest about source credibility?

The effectiveness of positive sources over less positive sources can be erased over time.

What type of cybermediaries are intelligent agents?

They are computer programs that recommend products based on past purchasing patterns.

Incidental learning occurs after a very concentrated search for information.

false

The ego is the referee in the fight between temptation and virtue.

true

Which of the following best describes intelligent agents?

Sophisticated software programs that use collaborative filtering technologies to learn from past user behavior to recommend new purchases

The process of learning values from other cultures is called ________.

acculturation

A component of the ABC model of attitude is ________.

affect, behavior, cognition

Our culture's current fascination with novels and movies such as the Harry Potter Series and The Lord of the Rings, in which the magician and the patriarch triumph over the sorcerer and the dictator, emphasizes the importance of

archetypes

A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues.

attitude

The functional theory of attitudes was initially developed to explain how ________.

attitudes change over an individuals lifetime

One element in the muliattribute attitude model is ________.

beliefs

A consumer who buys the same brand over and over again exhibits ________.

brand loyalty

The Pillsbury Doughboy and the Jolly Green Giant are examples of ________.

brand personalities

A customer buying an unfamiliar product that carries a fair degree of risk would most likely engage in ________ decision making?

cognitive

Motivational research relies on ________ of individual consumers.

depth interviews

Features actually used to differentiate among choices are called ________ attributes.

determinant

Dimensions we use to judge the merits of competing options are called ________.

evaluation criteria

According to the functional theory of attitudes, attitudes exist because they are hereditary.

false

In the standard learning hierarchy model, attitude is based on behavioral learning processes.

false

Motivational research is based on the trait theory of personality.

false

The object of an attitude (Ao) can be an object or an issue, but not a person.

false

The reality principle, according to Freudian psychology, is behavior guided by the primary desire to maximize pleasure and avoid pain.

false

Brand personality is a set of traits people attribute to a product as if it was a person.

true

Claire remembers that uniquely wonderful taste that can only come from a frosty mug of root beer. As she heads to the soft drink aisle in the grocery store, she decides that today is the day to experience her root beer again. Claire has just conducted what is called an informational search.

true

Conducting motivational research tends to be less expensive than conducting a large-scale, quantitative survey because interviewing and data-processing costs are relatively minimal.

true

Hirosi ordered the expensive "heart attack special" at the local pub. It came with a one-pound hamburger and a full bucket of fries. Halfway through the meal, Hirosi was not feeling well. Yet according to the sunk-cost fallacy, Hirosi will likely continue until he has finished the "special."

true

Jason believes that wearing a coat and tie suggests that he is a man who is "dressed for success." Therefore, Jason dresses formally even in class and for casual occasions. Jason is basing this decision on the cognition part of the ABC model of attitudes.

true

The reality principle finds ways to gratify the id that are acceptable to the outside world

true

The utilitarian function relates to the basic principles of reward and punishment.

true