MKT335 Exam 2

When using the ________ rule of decision making, a consumer evaluates brands on the most important attribute, but specific cutoffs are imposed. Select one: A. conjunctive B. elimination-by-aspects C. compensatory D. lexicographic

A. Conjunctive

When marketer's use psychological, sociological, and anthropological factors to analyze a market, they are using ________. Select one: A.demographics B.personality C.positioning D.psychographics

D. Psychographics

When we act the way we assume others expect us to act we are practicing a ________. Select one: A.looking-glass self B.self-image C.real self D.self-fulfilling prophecy

D. Self fulfilling prophecy

Since Janie is seen as a beautiful female, many friends also perceive her to be smarter, cooler, and happier. These assumptions illustrate ________. Select one: A.the "sleeper effect" B.cultural meanings C.the "beauty" factor D.the "halo effect"

D. The halo effect

Which attitude function relates to the consumer's self-concept or central values? Select one: A.ego-defensive B.knowledge C.utilitarian D.value-expressive

D. Value expressive

What form do psychographic studies take? Select one: A.lifestyle profile B.product-specific profile C.general lifestyle segmentation D.All of these

D. all of these

Features actually used to differentiate among choices are called ________ attributes. Select one: A. evaluation B. determinant C. search D. segmentation

B. Determinant

A person's physical appearance is a large part of his or her ________. Select one: A.cultural right B.group status C.self-concept D.inner pattern

C. Self concept

________ is a lasting, general evaluation of people, objects, advertisements, or issues. Select one: A.A power B.An image C.An object D.An attitude

D an attitude

________ is where a person derives his or her identity in large measure from a social group. Select one: A.Self Esteem B.Looking-glass self C.Self Concept D.Collective self

D. Collective self

If a female consumer sees an ad about a woman who can no longer fit into her old bathing suit, the consumer might think about her own situation and make a personal pledge to lose weight before summer arrives. This would be an example of marketing communications that attempt to influence a consumer's level of ________. Select one: A.self-esteem B.strength and conviction C.doubt and regret D.dedication and control

A. Self esteem

Which of the following general attitude functions is most closely related to the basic principles of reward and punishment? Select one: A.ego-defensive function B.knowledge function C.value-expressive function D.utilitarian function

D. utilitarian function

The process of learning values from other cultures is called ________. Select one: A.core values B.crescive norms C.acculturation D.enculturation

C. Acculturation

Dimensions we use to judge the merits of competing options are called ________. Select one: A. emotional factors B. attributes C. rational factors D. evaluative criteria

D. Evaluative criteria

A person's actual self is a person's conception of how he/she would like to be. Select one: True False

False

Self-esteem refers to the intensity and stability, over time, of a person's self-concept.

False

The object of an attitude (Ao) can be an object or an issue, but not a person. Select one: True False

False

When companies team up and promote two or more items this is called product complementary. Select one: True False

False

What is the distinction between the concepts of personality and lifestyle?

Personality: a persons unique psychological makeup and how it influences the way they respond to their environment Lifestyle: defines a pattern of consumption that reflects a persons choices of how to spend their time and money that reflects consumer tastes and preferences

Understanding our social roles is part of our ________. Select one: A.extended self B.self-esteem C.looking-glass self D.self-image

A. Extended self

A(n) ________ is a particular model, or exemplar, or appearance. Select one: A.ideal of beauty B.ideal self C.self-concept D.cathexis

A. Ideal of beauty

________ refers to the possession of both masculine and feminine traits. Select one: A.Amorphany B.Androgyny C.Homosexual D.Heterosexual

B. Androgyny

According to ________, we evaluate the effort we'll need to make a particular choice and then we tailor the amount of cognitive "effort" we expend to make that choice. Select one: A. cognitive processing B. constructive processing C. mental processing D. behavioral processing

B. Constructive processing

Freedom, youthfulness, achievement, and materialism are characterized as U.S. ________. Select one: A.coercive norms B.core values C.belief systems D.value systems

B. Core values

A person's conception of how he/she would like to be is called ________. Select one: A.self-concept B.ideal self C.self-image D.self-esteem

B. Ideal self

The ________ refers to our more realistic appraisal of the qualities we have and don't have. Select one: A.outer self B.ideal self C.actual self D.inner self

C. Actual self

________, one of Freud's followers, proposed that people can be described as moving toward others (compliant), away from others (detached), or against others (aggressive). Select one: A.Carl Jung B.Alfred Adler C.Karen Horney D.Ernest Dichter

C. Karen HOrney

A component of the ABC model of attitude is ________. Select one: A.behavior B.cognition C.affect D.All of these

D. All of these

Which of the following is a level of a people extended self? Select one: A.individual level B.family level C.community level D.All of these

D. All of these

The functional theory of attitudes was initially developed to explain how ________. Select one: A.attitudes change over an individual's lifetime B.attitudes are learned from family and friends C.people identify with products D.attitudes facilitate social behaviors

D. Attitudes facilitate social behaviors

Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of the ________. Select one: A.principle of cognitive dissonance B.self-perception theory C.balance theory D.halo effect

D. Halo effect

________ is the process by which the consumer surveys the environment for appropriate data to make a reasonable decision. Select one: A. Problem recognition B. Product choice C. Evaluation of alternatives D. Information search

D. Information search

Explain the 3 systems of Freud's personality theory

Id: Focuses on pleasure-seeking motives and immediate gratification Ego: mediates between the unrealistic id and the external real world Superego: ethical component of the personality and provides moral standards by which the ego operates

What are the four major psychological principles that can influence people to change their minds or comply with a request?

Reciprocity: We are more likely to give if we first receive Scarcity: people find things that aren't readily available more desirable Authority: we believe authoritative sources Consistency: we try not to contradict what we've already said Liking: we agree with those we like or admire Consensus: we consider what others do before we decide what to do

Explain the concepts of the ideal and actual selves. How do we bridge the gap between these two selves?

The ideal self is our conception of who we'd like to be and our actual self is our more realistic appraisal of the qualities we have. Products can help us reach our ideal self while being consistent with our actual self. For consumers the gap can be large- Fantasy appeals: self-induced shift in consciousness, sometimes a way to compensate for lack of external stimuli Multiple selves: depending on situation we act differently and use different products and services. Person may require different set of products to play each role.

A consumer who falls back on "mental rules-of-thumb" when making a decision is using heuristics. Select one: True False

True

According to the 80/20 rule, only 20 percent of a product's users account for 80 percent of the volume of product a company sells. Select one: True False

True

Evaluative criteria are the dimensions used to judge the merits of competing options. Select one: True False

True

Gasoline is the only commonly purchased product that is priced down to a fraction of a cent. This is the case because buying gasoline is a low-involvement activity, which makes point-of-purchase factors more important. Select one: True False

True

Neuromarketing uses functional magnetic resonance imaging (or fMRI), a brain-scanning device that tracks blood flow as we perform mental tasks to take an up-close look at how our brains respond to marketing messages and product design features. Select one: True False

True

Personality refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment. Select one: True False

True

AIO surveys help measure ________. Select one: A.demographics B.lifestyles C.personality D.heavy users

B. Lifestyles

According to ________, utility is defined in terms of gains and losses. Select one: A. heuristics B. prospect theory C. hyperopia D. Zipf's law

B. Prospect theory

According to the VALS2™ system, consumers that have strong principles and favor proven brands are considered ________. Select one: A.strugglers B.makers C.believers D.strivers

C. Believers

Evaluating the effort when we need to make a particular choice is called the ________. Select one: A. routine process B. want C. constructive process D. need

C. Constructive process

A mental or problem-solving shortcut to make a decision is called a(n) ________. Select one: A. experience rule B. detail rule C. heuristic D. determinant

C. Heuristic

An individual who scores high on an assessment of materialism would be LEAST likely to be categorized in which of the following VALS2™ groups? Select one: A.innovators B.strivers C.makers D.achievers

C. Makers

Describe the 5 stages of the consumer decision process

1. Problem/need recognition 2. Information search 3.Select and evaluate alternatives 4. Make a purchase decision 5. Determine effectiveness of decision

Both Eastern and Western cultures see the self as divided into a(n) ________. Select one: A.inner, private self, and an outer, public self B.relational, occupational, and religious self C.single, extended, and group self D.single, group, and dynamic self

A. Inner, private self, and an outer, public self

________ summarizes the beliefs a person holds about his or her own attributes and how he or she evaluates the self on these qualities. Select one: A.Self-concept B.Halo effect C.Self-extension D.Impression management

A. Self concept

If Volkswagen owners see themselves as being more economical and conservative than do owners of the Buick Regal, ________ is probably at work. Select one: A.self-image B.self-image congruence model C.looking-glass self D.self-concept

A. Self image

The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad? Select one: A.a person and his or her perceptions B.the marketer and its strategy of image building C.subconscious motives D.a person's beliefs

A. a person and his or her perceptions

________ refers to a strategy in which a message presents two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes. Select one: A.Comparative advertising B.Emotional appeal C.Conclusion advertising D.Cognitive differentiation

A. comparative advertising

The two-factor theory explains the fine line between ________. Select one: A.familiarity and boredom B.argument and counter-argument C.affect and cognition D.compliance and non-compliance

A. familiarity and boredom

Psychologist David Katz developed the ________ of attitudes. Select one: A.functional theory B.neoclassical theory C.classical theory D.clinical theory

A. functional theory

According to Freud, the part of the personality that seeks immediate gratification is called the ________. Select one: A.id B.conflict C.ego D.super ego

A. id

Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________. Select one: A.internalization B.compliance C.actualization D.identification

A. internalization

A decision strategy that seeks to deliver an adequate solution rather than the best possible solution is referred to as ________. Select one: A. satisficing B. inertia C. anchoring D. rationalizing

A. satisfying

Despite improvements to the Fishbein model, all of the following are considered obstacles to predicting behavior using this model EXCEPT which one? Select one: A.The model has relatively weak theorems about attitudes. B.Some behavioral outcomes are beyond the consumer's control. C.The model deals with actual behavior, not with the outcomes of behavior. D.Measures of attitude often do not correspond to the behavior they are supposed to predict.

A. the model has relatively weak theorems about attitudes

When marketers define consumers by product usage they use the ________ rule. Select one: A.70/30 B.80/20 C.20/80 D.30/70

B. 80/20

Roger was really angry when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," and complained to the local grocery store manager. In this example, which degree of commitment would be most closely associated with Roger and his attitudes? Select one: A.identification B.internalization C.information acquisition D.compliance

B. Internalization

When the ego tries to balance opposing forces, it uses the ________. Select one: A.related principle B.reality principle C.super ego D.id

B. Reality principle

What does the sleeper effect suggest about source credibility? Select one: A.Many people can learn the important parts of a message even when asleep. B.The effectiveness of positive sources over less positive sources can be erased over time. C.The effectiveness of a message will increase over time. D.If a receiver is not paying attention, a message cannot be effective.

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

According to Freud, the system that acts as a referee in the fight between temptation and virtue is called ________. Select one: A.the id B.the ego C.the thalamus D.the superego

B. The ego

The success of ________ hinges on the marketer's ability to convince the consumer to consider its product within a given category. Select one: A. product locations B. exemplar products C. positioning strategy D. identifying competitors

C. Positioning strategy

Which of the following occurs when a consumer uses a selected product and decides whether it merits his or her expectations? Select one: A. feature creep B. inertia C. post-purchase evaluation D. framing

C. Post-purchase evaluation

A consumer can recognize problems as either an opportunity or a need. How should promotions differ between those emphasizing opportunities and those emphasizing needs? Select one: A. Promotions emphasizing needs should attempt to increase a consumer's ideal state, while promotions emphasizing opportunities should simply give locations where the products can be found for purchase. B. Promotions emphasizing needs should decrease the ideal state, while promotions emphasizing opportunities should provide buying locations. C. Promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased. D. Promotions emphasizing needs should increase the ideal state, while opportunity promotions should attempt to decrease the ideal state.

C. Promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased.

________ are the use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market (and their reasons) to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium. Select one: A.AIO measures B.Lifestyles C.Psychographics D.Promotional segmentations

C. Psychographics

________ summarizes the beliefs a person holds about his own attributes and how he or she evaluates their self on those qualities. Select one: A.Actual self B.Self-ego C.Self-concept D.Self-esteem

C. Self concept

Most Freudian applications in marketing relate to the product's supposed ________. Select one: A.brand personality B.competitive advantage C.sexual symbolism D.hidden values

C. Sexual symbolism

Which statement best explains the research findings about using two-sided messages to communicate with consumers? Select one: A.Two-sided messages are no different from one-sided messages and are used equally by marketers. B.Two-sided messages are widely used and are very effective in reaching target audiences. C.Two-sided messages can be quite effective, yet marketers rarely use them. D.Two-sided messages are cost-prohibitive.

C. Two-sided messages can be quite effective, yet marketers rarely use them

People appear to favor features we associate with good health and ________ because these signal reproductive ability and strength. Select one: A.confidence B.intellect C.youth D.wealth

C. Youth

How strongly or weakly a consumer is committed to a specific attitude relates to the level of involvement he or she has with the attitude object. Describe the strength of commitment involved in each of the following and give an example

Compliance: lowest level of involvement. Attitude is formed because it helps ingraining rewards or avoiding punishment from others. Behavior is likely to change when persons behavior is no longer monitored or another option becomes available Ex; Drinks Pepsi because it's in the vending machine at work and it's too much work to get coke Identification: occurs when attitudes are formed in order to be similar to another person or group. Depicts the social consequences of choosing some products over others is relying on the tendency of consumers to imitate the behavior of desirable models. ex: Choosing a certain pair of cleats because it gives you social acceptance among teammates Internalization: High level of involvement, deep seated attitudes are internalized and a part of the person's value system. Attitudes are hard to change. Ex; Consumers reacted negatively when IHOP tried to change their name to IHOB as they began to serve burgers)

What are non compensatory rules? When are they used? Briefly describe the three types of non compensatory rules.

Conjunctive rule: Selects the first (or all) brands that meet or exceed minimum standards Disjunctive rule: suggests that consumers establish acceptable standards for each criterion and accept an alternative if it exceeds the standard on at least one criterion Lexicographic rule: an alternative is better than another if it is better than the other in the most important attribute on which the two alternatives differ Elimination-by-aspects: looking at most important attributes and eliminates the other options

________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment. Select one: A.Consumer image B.Mirror image C.Self-image D.Personality

D. Personality

The first stage in the consumer decision-making process is ________. Select one: A. information search B. evaluation of alternatives C. product choice D. problem recognition

D. Problem recognition

The first step in the cognitive decision-making process is ________. Select one: A. information search B. evaluate alternatives C. per purchase search D. problem recognition

D. Problem recognition

Karen Horney, a psychotherapist, described people who move toward each other as aggressive. Select one: True False

False

Discuss the extended self and provide a description of each level of the extended self

Many of the props and settings we use to define our social roles in a sense become a part of us. Those external objects that we consider a part of us comprise the extended self, helping to form our identities. 4 stages: A. Individual level: personal possessions B. Family level: home and furnishings C. The community level: neighborhood or town one is from D. The group level: social groups Monuments, landmarks, and sports groups

It is possible for a person to hold two contradictory attitudes toward the same object. Select one: True False

True

Habitual decision making describes the choices we make with little or no conscious effort. Select one: True False

True

Ideal self is a person's conception of how he or she would like to be. Select one: True False

True

Needs are created when the actual state of a customer declines. Select one: True False

True

Power posing is standing in a confident way even if you don't feel confident. Select one: True False

True

Psychographics use lifestyle profiles to target markets. Select one: True False

True

Self-concept refers to the beliefs a person holds about his or her own attributes and how he or she evaluates these qualities.

True

Self-regulation refers to a person's efforts to change or maintain his actions over time. Select one: True False

True

The utilitarian function relates to the basic principles of reward and punishment. Select one: True False

True