strategic marketing test 2/10

A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting

a need for uniqueness

__________ motives deal with the need to reach satisfying feeling states and to obtain personal goals.

affective

An advertising theme such as "Serve Pepsi to your friends, they'll love you for it" is most likely based on __________ motivation.

affiliation

Which type of reasoning allows consumers to use an existing knowledge base to understand a new situation or object?

analogical reasoning

In which type of motivational conflict must a consumer choose between two attractive alternatives?

approach-approach

The tendency of many consumers to discount claims made by sales people can be explained in part by

attribution theory

An advertisement theme of "do your own thing" is most likely to be based on a need for

autonomy

__________ refers to the schematic memory of a brand.

brand image

A set of human characteristics that become associated with a brand is referred to as

brand personality

Organizing individual items into groups of related items that can be processed as a single unit is called

chunking

__________ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling).

classical conditioning

Maslow's hierarchy of needs includes all except which of the following?

cognition

In McGuire's classification of motives, which ones focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning?

cognitive

Which type of learning encompasses all the mental activities of humans as they work to solve problems or cope with situations?

cognitive learning

Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts?

concepts

Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated?

conditioning

Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products?

consumer ethnocentrism

__________ are(is) the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information.

elaborative activities

The memory of a sequence of events in which a person participated is called

episodic memory

Brands in the schematic memory that come to mind (are recalled) for a specific problem or situation are known as the

evoked set

A consumer who purchases a certain style of clothes to establish and reinforce a unique identity is most likely fulfilling a need for

expression

In conditioned learning, forgetting is often referred to as

extinction

Which of the following is not considered an emotional dimension?

feeling

Which motives emphasize development?

growth

Which type of learning situation is one in which the consumer is motivated to process or learn the material?

high-involvement learning

Learning a concept or the association between two or more concepts in the absence of conditioning is known as

iconic rote learning

Which type of memory involves the nonconscious retrieval of previously encountered stimuli?

implicit memory

Since latent motives often are less than completely socially desirable, __________ are frequently used.

indirect appeals

A series of activities by which stimuli are perceived, transformed into information, and stored is called

information processing

Sometimes consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way, which is an effect referred to as

interference

Motives that are either unknown to the consumer or are such that he or she is reluctant to admit them are referred to as __________ motives.

latent

Any change in the content or organization of long-term memory or behavior is known as

learning

Which of the following is not an advertising tactic used to communicate brand personality?

length of the ad

In which type of learning situation does the consumer have little or no motivation to process or learn the material?

low-involvement learning

Which of the following refers to the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long-term memory?

maintenance rehearsal

Motives that are known and freely admitted are called

manifest motives

__________ is the total accumulation of prior learning experiences.

memory

A consumer who buys a product because a close friend bought one may be fulfilling a __________ motivation.

modeling

The energizing force that activates behavior and provides purpose and direction to that behavior is known as

motivation

Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response?

motive

Which need is activated when one's identity is threatened, motivating the person to protect his or her self-concept and utilize defensive behaviors and attitudes?

need for ego defense

Which of the following statements is false regarding schemas?

once an associative link is formed, it is permanent

High-involvement learning often involves

operant conditioning

Which of the following offers marketing managers a useful technique for measuring and developing a product's position by taking consumers' perceptions of how similar various brands or products are to each other and relates these perceptions to product attributes?

perceptual mapping

Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations?

personality

__________ is an individual's characteristic response tendencies across similar situations.

personality

The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called

product positioning

Which of the following is (are) designed to provide information on latent motives?

projective techniques

"Get the best deals!" is an example of a __________ ad.

promotion-focused

Which of the following is a strategy to reduce competitive interference?

provide external retrieval cues

Anything that increases the likelihood that a given response will be repeated in the future is considered

reinforcement

Which of the following is not a core trait in the Five-Factor Model of personality?

reliability

What are two important long-term memory structures?

schema and scripts

Memory of how an action sequence should occur is a special type of schema known as a(n)

script

The basic knowledge and feelings an individual has about a concept is known as

semantic memory

The process of encouraging partial responses leading to the final desired response is known as

shaping

Which component of memory is also referred to as working memory and is that portion of total memory that is currently activated or in use?

short-term memory

__________ occurs when a response to one stimulus is elicited by a similar but distinct stimulus.

stimulus generalization

A consumer's tendency to initially react to a new product as though it were the same as similar existing products is most likely to be based on a need

to categorize

The accessibility effect for brands is called

top-of-mind awareness

When consumers see the new product (i.e., brand extension) as requiring the same manufacturing skills as the original, successful brand leverage is more likely. Which dimension is this referring to?

transfer

Theories based on which need view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills?

utilitarian need

When consumers do not directly experience a reward or punishment to learn but instead observe the outcomes of others' behaviors and adjust their own accordingly, which type of learning has occurred?

vicarious learning

Which of the following is false regarding how emotional responses to advertising influence consumer behavior?

while emotional content in advertisements may increase attention, emotional messages have not been found to be processed more thoroughly than neutral messages

Which of the following provides learning experiences that affect the type of lifestyle people seek and the products they consume?

culture, family, friends, mass media (ALL)