Test 3 - Consumer Behavior

ritual situation

a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning

Value-expressive appeals

attempt to build a personality for the product or create an image of the product user (most effective for products designed to enhance self-image or provide other intangible benefits)

Appeal Characteristics

1. Fear Appeals 2. Humorous Appeals 3.Comparative Ads 4.Emotional Appeals 5. Value-Expressive versus Utilitarian Appeals

Eight factors may account for inconsistencies:

1. Lack of need 2. Lack of ability 3. Failure to consider relative attitudes 4. Attitude Ambivalence 5. Weakly held beliefs and affect 6. Failure to consider interpersonal influence 7. Failure to consider situational factors

Which of the following is a type of situational influence?

- Communications situation - Purchase situation - Usage situation - Dispostion situation

Individuals with an independent self-concept tend to be

- Individualistic - Egocentric - Autonomous - Self-reliant, and - Self-contained

Individuals with an Interdependent self-concept tend to be

- Obedient - Sociocentric - Holistic - Connected, and - Relation-oriented

Change the Affective Component

1. Classical Conditioning 2. Affect toward the Ad or Website 3. Mere Exposure

Components of physical surroundings

1. Colors 2. Aromas 3. Music 4. Crowding

The five key dimensions or characteristics are

1. Physical surroundings 2. Social surroundings 3. Temporal perspectives 4. Task definition 5. Antecedent states

Change the Cognitive Component

1. change beliefs 2. shift importance 3. add beliefs 4. change ideal

Measurement of Lifestyle

Attempts to develop quantitative measures of lifestyle. Was initially referred to as psychographics. Measures include: attitudes, values, activities, interests, demographics, media patterns, and usage rates.

Which of the following are components of the physical environment?

Colors, aromas, music, and crowding

Appeal characteristics correspond to when a message is communicated

False

Attempts to develop quantitative measures of lifestyle were initially referred to as _____, and is a term that is frequently used interchangeably with lifestyle.

False

Attitudes formed under the peripheral route tend to be stronger and resistant to counter persuasion attempts

False

antecedent states

Features of the individual person that are not lasting characteristics, such as momentary conditions or moods

Positive versus negative framing

Framing: Presenting one of two equivalent value outcomeseither in positive or gain terms (positive framing) or ineither in positive or gain terms (positive framing) or innegative or loss terms (negative framing).negative or loss terms (negative framing).

VALS (Social Value and Lifestyle)

Provides a systematic classifications of U.S. adults into eight distinct consumer segments based on two dimensions: 1) Primary motivation 2) Resources

Appeal Characteristics

Represents "how" the message is communicated

Message Structure Characteristics

Represents "how" the message is presented

source characteristics

Represents "who" delivers the message

A shift importance strategy is one technique marketers use to alter the cognitive component of a consumer's attitude

True

Mabel is embarrassed when shopping for adult diapers at a retail store. This negative emotion is influenced by both the product (adult diapers) and the situation.

True

Shopping with friends drives more impulse purchases than does shopping with family.

True

Which of the following is true regarding value-expressive versus utilitarian appeals?

Utilitarian appeals are most effective for functional products

an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment

an attitude

self-concept

an individual's perception and feelings toward himself or herself

PRIZM

analyze consumer lifestyle using consumer's demographic, psychographic, behavioral and geographic information

A person who is depressed, goes shopping, and buys something nice for herself/himself has been influenced by the

antecedent state

Situations

can be described on a number of dimensions which determine their influence on consumer behavior

Nonverbal components

can influence attitudes through affect, cognition, or both (pictures/music)

The elaboration likelihood model posits two routes to persuasion, which are the

central route and peripheral route

Mitch likes Toyota automobiles because he thinks they have the highest reliability of all automobiles. His belief about Toyota's reliability represents which component of Mitch's attitude?

cognitive

Extended self

consists of the self plus possessions

To understand a consumer's behavior, we must know about the

consumer, situation, and stimulus object

Temporal Perspectives

deal with the effect of time on consumer behavior

Social surroundings

deals with the effects of the other individuals presenting the particular situation

The _________ holds that low involvement results in a "peripheral route" to attitude change in which consumers form impressions based on readily available cues

elaboration likelihood model

Another name for the mere ownership effect is the ________ effect

endowment

One's self and those possessions that form part of one's self-identity is referred to as

extended self

Which dimension of self-concept refers to the individual's perception of who I would like to be

ideal self-concept

Situational Influence

includes all those factors particular to a time and place (that do not follow from a knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior.)

Individuals with which type of self-concept are more likely to seek adventure and excitement through travel, sports, and entertainment, to be opinion leaders, and to prefer magazines over TV?

independents

Utilitarian appeals

involve informing the consumer of one or more functional benefits that are important to the target market (most effective for functional products)

attitude

is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment

lifestyle

is basically the way an individual choose to live

one-sided message

one point of view is expressed

attribute framing

only a single attribute is the focus of the frame - 80% fat free (positive frame) - 20% fat (negative frame)

Change the Behavioral Component

operant conditioning

Which of the following do marketers need to be concerned about with respect to using celebrities as company spokespersons?

overexposure of the celebrity, negative behavior involving the spokesperson, and image of the celebrity does not match the image of the product or brand

Which of the following is not considered to be a component of an attitude

perceptual component

two-sided message

presents both good and bad points are communicated

What are the two dimensions of the VALS typology of consumer?

primary motivation and resources

How differently you might behave at Best Buy if you are there only to browse versus being there to replace a broken Blu-ray player is known as which situation? A) communication B) usage C) disposition D) purchase E) all of the above

purchase

The totality of the individual's thoughts and feelings having reference to him- or herself as an object is one's

self-concept

All those factors particular to a time and place that do not follow from knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior are known as _____.

situational influence

Consumers give gifts for many reasons:

social expectations, ritualized situations, to elicit return favors

Which of the following is a situational characteristic?

temporal perspective

A service is

the atmosphere of a service business

Goal framing

the message stresses either the positive consequences of performing an act or the negative consequences of not performing the act - Benefits of quitting smoking emphasized (positive frame) - Risks of not quitting smoking emphasized (negative frame)

task definition

the reason the consumption activity is occurring

store atmosphere

the sum of all the physical features of a retail environment

Mere ownership effect (endowment effect)

the tendency of an owner to evaluate an object more favorably than a non-owner

An advertisement for the Honda Civic Hybrid featured gas mileage in the subheading (49 city/51 highway). The copy also noted that owners of this automobile may be eligible for a clean-fuel tax deduction. At the time this ad appeared, gas was over $3.00 per gallon, which made the information important to consumers. This is an example of which type of appeal

utilitarian appeal

Instead of featuring any functional benefits of the product or brand in ads for the iPod, this product was introduced by showing a silhouette of a person dancing with the white earbuds and holding a white iPod MP3 player. Which type of advertising appeal does this illustrate?

value-expressive appeal