MKTG 307 Final

________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired or ideal state.

Problem recognition

________ consumption occurs with objects and events that are considered to be ordinary and everyday.

Profane

________ refers to the passage of individuals from one social class to another.

Social mobility

According to Dan Gilbert, are there more four-letter English words with R in the third place (e.g., "pare"), or R in the first place ("ring")?

There are more four-letter English words with R in the third place.

Which of the following might be a consumer purchase driven by hedonic motivations?

Tina fantasizes about being her favorite celebrity. Her favorite celebrity carries a particular brand of handbag. Tina purchases the same handbag.

Cognitive consumer research has its disciplinary roots in

economics, cognitive psychology, and social psychology

Every decision involves risk, but each decision may involve a different combination of risk. The textbook describes five different kinds of risk. Which of the following is NOT among them?

emotional risk

"Feel > Do > Think" is a representation of the ____.

experiential hierarchy of effects

Within groups, informal rules of behavior are called ________.

norms

Lucy Chang recently purchased a lovely ceramic bowl that featured a red dragon design. When she thought about her purchase, she found that she really had no justification for buying the bowl other than it reminded her of the bowls her mother used during evening meals when she was a young child in Hong Kong. Which of the following types of relationships with a product best explains the reason for Lucy's purchase of the dragon bowl?

nostalgic attachment

Another name for instrumental conditioning is _______________ conditioning.

operant

Every discipline of study is guided by a set of beliefs. In consumer behavior, the dominant set of beliefs is changing. Because of this, we might say that consumer behavior is experiencing a....(choose the BEST answer)

paradigm shift

The process by which people select, organize, and interpret sensory information is called _____________.

perception

The ________ route to persuasion is taken when the person is not really motivated to think about the arguments made in a communication message.

peripheral

What conditioning process has occurred when a consumer learns to preform responses that produce positive outcomes?

positive reinforcement

The first stage in the consumer decision-making process is ________.

problem recognition

The popular television show American Idol is a competition where amateurs sing in front of professional judges. Often the judges are shown drinking from Coca-Cola glasses, and Coca-Cola is featured elsewhere on the show. This is an example of...

product placement

The story goes that George Washington (as a small child) cut down his father's cherry tree with a hatchet. When asked who might have committed this act (even though young Washington was afraid of punishment for the act), George replied, "I cannot tell a lie; I cut down the cherry tree." This story has taken on mythical proportions in the United States. Which of the following functions does this myth best match?

psychological

________ strive for a rich understanding of the world and they do not believe that science can isolate causes from effects.

Post-positivists

A person who receives rewards and status because of his/her hard work is said to have ________ status.

achieved

___________ regard consumers as problem-solvers who are rational and who think linearly.

Cognitive consumer researchers

________ refers to a strategy in which a message compares two or more specifically named or recognizably presented brands and compares them in terms of one or more specific attributes. For example, an Arby's ad might compare an Arby's chicken sandwich to a McDonald's chicken sandwich.

Comparative advertising

What is the popular label given to couples who have two incomes and no children?

DINKS

Explain the diffusion of innovations model. What are the five categories of adopters? What are the five attributes that are prerequisites for successful adoption?

Diffusion of innovation refers to the process whereby a new product, service or idea spreads through a population. An innovation is any product or service that consumers perceive to be new. Not all consumers adopt at the same rate. The five categories of adopters are: innovators (first to adopt, 5% of population), early adopters (also adopt early but more concerned about social acceptance), early majority, late majority, and laggards (slowest to adopt). Five factors affecting adoption are: compatibility (compatible with consumers' lifestyles), trialability (consumers can try at low risk), complexity (product should be simple), observability (innovations that are visible will spread more quickly than those that aren't), relative advantage (the innovation offers a benefit that other options do not).

Our brains tend to relate incoming sensations to others already in memory, based on some fundamental organizational principles. These principles derive from _________ a school of thought that maintains that people interpret meaning from the totality of a set of stimuli rather than from any individual stimulus.

Gestalt psychology

_________ reject experiments, surveys and other quantitative methods. They often use qualitative methods such as in-depth interviewing because they believe such methods better capture the richness of human experience.

Interpretivists

As noted in the textbook, one potential problem with Maslow's famous hierarchy of needs is that

Its assumptions may apply only to Western culture.

A Swiss psychologist was the foremost proponent of the idea that children pass through distinct stages of cognitive development. For example, 5 year olds in the preoperational stage are unable to distinguish the water poured from one glass to another contains the same amount of liquid, while 7 year olds can. The psychologist's name is...

Jean Piaget

Jan Chipchase described a very common behavior that people do to help them remember. He called it the "point of reflection." What is the point of reflection?

Just before leaving a space, a person will look back and tap his/her pockets

In the Discussion section of a research article, authors will often disclose the weaknesses that they have identified in their own research. These disclosures are called

Limitations

___________ learning occurs when people watch the actions of others and note the reinforcements they receive for their behaviors

Observational

According to the textbook, what portion of U.S. households have at least one pet?

One third

Several research methods are used to study reference groups and opinion leadership. ________ methods trace communication patterns among members of a group. These techniques allow researchers to systematically map out the interactions that take place among group members.

Sociometric

Susan feels that people should not wear fur. Susan becomes good friends with Jennifer. One day, Susan sees Jennifer wearing a fur stole. According to Balance Theory, what will Susan likely do?

To achieve balance, Susan is likely to either defriend Jennifer or change her attitude toward wearing fur.

Which of the following is NOT one of the rules for successfully engaging young consumers?

Use logic over emotion.

According to ________, the stronger the initial stimulus, the greater a change must be for people to notice the change.

Weber's law

Carl Thorne has just passed the final test to become a member of a college fraternity. This rite of passage has moved Carl from being an individual to being a member of a bonded group. When Carl receives his fraternity pin in a final ceremony and joins his new brothers, he will have passed through the final stage of a rite of passage. According to the text, what is this final stage called?

aggregation

Myths serve four interrelated functions in a culture. All of the following are among those functions EXCEPT the ________ function.

anthropological

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

attitude

According to multiattribute models, a consumer's attitude toward a product depends on....

beliefs about a product's attributes and the importance of those attributes.

Adult offspring who move out of the family house and then return to live with parents once again are called ________.

boomerang kids

According to the principle of least interest, the person who is least ________ has the most power in a relationship.

committed to staying in the relationship

The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas , or experiences to satisfy needs and desires is called ________.

consumer behavior

Through the process of ________, objects associated with sacred events or people become sacred in their own right.

contamination

The accumulation of shared meanings, rituals, norms, and traditions among the members of an organization or society is a definition of ________.

culture

Michelle has a tough job at PJK Tile. She has to examine information from vendors and decide which of these vendors (and their proposals) should be presented to her company's purchasing group. No one at PJK Tile sees more information on vendors than Michelle. Which of the following roles does Michelle fulfill for PJK Tile?

gatekeeper

All of the following are important components of social class EXCEPT ________.

gender

Recent research on opinion leadership has called into question the traditional view that there is such a thing as a(n) ________ opinion leader.

generalized

A mental or problem-solving shortcut to make a purchase decision is called a(n) ________.

heuristic

All of the occupants living at a single address are considered to be a(n) ________.

household

According to the textbook, ____ is a person's perceived relevance of an object [product] based on their inherent needs, values, and interests. For example, a person can be completely uninterested in mobile phones, while another person can be completely obsessed with mobile phones.

involvement

Jan Chipchase spent three years around the world researching the answer to this question: what do people carry? Across cultures, contexts and gender, he found that people tend to carry what three things?

keys, money and a mobile phone

Researchers estimate that 90 percent of users of an online community just observe what's on the site without posting content themselves. These users are called

lurkers

When a marketer targets its product, service or idea only to specific groups of consumers rather than to everybody, the marketer is using

market segmentation strategies

As mentioned in the textbook, another term for the dominant consumer research paradigm of positivism is ________.

modernism

A(n) ________ is a custom with a strong moral overtone.

more

Among the Italian tourist blogs studied by Volo, the most repeated emerging theme was

nature

As demonstrated in the video How They Sell, high-end retailers

refrain from discussing price until cued by the customer

Which of the following marketing philosophies emphasizes interacting with customers on a regular basis and giving them reasons to maintain a bond with a company's brands over time?

relationship marketing

People earn "currency" (i.e. power and influence) when they post online and others recommend their comments. The textbook refers to this as the...

reputation economy

The sociological perspective of ________ takes the view that much of consumer behavior resembles actions in a play.

role theory

If a couple is raising children and caring for their aging parents at the same time, the couple is a member of the ________ generation.

sandwich

When a gas station blows "fresh coffee smell" around the gas pumps to tempt customers to come inside for a cup, the gas station is using a form of __________ marketing to influence customers.

sensory

According to the communications model, a message originates with the ________.

source

A(n) ________ is a marketing intermediary retained by a consumer to guide what that consumer buys.

surrogate consumer

The methodology used in the Volo study of tourism blogs is described as

textual and image content analysis

Which of the following explains how a minority of a product's users make up a majority of sales of the product?

the 80/20 rule

According to the classic view of American class structure, who occupies the highest social class in the U.S.?

those with inherited wealth

People in every culture adorn or alter their bodies in some way. Decorating the self serves a number of purposes. Which of the following is NOT one of those purposes?

to indicate expected life-span

According to John Gerzema, consumers today are looking for

transparency, durability, and values

Children between 8 to 14 years of age are referred to as ________.

tweens

The distinction between familiarity and boredom has been explained by the ________, which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad.

two-factor theory

Reference groups influence us in three ways, including which of the following?

value-expressive

Enablers and drivers of the growth in user-generated content include all of the following, EXCEPT

widespread access to the means of consuming content

According to the ________ perspective, under the right circumstances a group of people is smarter than the smartest people within the group.

wisdom of crowds