adv quiz questions

source ______ refers to the message source's perceived social value

attractiveness

Matthew assumes the virtual identity of Vlad the Conqueror and is able to see himself in an online game as an armored attack robot. This visual identity is called a(n) ________, or digital self.

avatar

Directories and portals, Web site evaluators, forums, fan clubs, and user groups are all forms of which of the following?

Cybermediaries

What is the most powerful age segment economically in the United States?

The Baby Boomer Generation

The ideal self is a person's conception of how she ________.

would like to be

People across all cultures appear to favor physical features that are associated with ________.

youth

Consumers who have ________ are particularly good targets for marketing communications that use fantasy appeals

a large gap between their real and ideal selves

the functional theory of attitudes was initially developed to explain how _____.

attitudes facilitate social behavior

Which statement about Asian American is true?

Asian Americans are the best educated of any ethnic subculture in the United States.

Which term refers to sensations that subtly influence how we think about a product?

Context effect

A fad is a relatively long-term acceptance cycle in today's marketplace because of the money necessary to develop the fad

False

________ refer(s) to the processes that lead people to behave as they do.

Motivation

Do sex-related ads work? Which of the following best answers this question?

Overall, the use of a strong sexual appeal is not very well received.

The process by which people select, organize, and interpret sensations is called ________.

Perception

Joe was told by his mother that he needed to get a gift for his aunt's birthday. He had only met his aunt once before and hardly knew her. Joe was walking through a mall and saw a candy specialty store. He entered and looked at the selection without much interest. He was about to select a box of chocolates for his aunt simply because it was cheap when he remembered that his new girlfriend Julie loved chocolate. Joe really liked Julie. He began to inspect each box of chocolates carefully, trying to find evidence of quality. Which type of involvement explains Joe's change of behavior?

Purchase situation involvement

Phillip admires the qualities of the Sigma Chis on his college campus. Since he has decided to try and pledge this group, he begins to imitate the qualities that he perceives the group has. What type of power does the fraternity seem to be displaying with respect to Phillip and his behavior?

Referent power

The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of ________.

Sensory overload

Young teenage girls are very heavy users of makeup (especially eye shadow). Though the size of this market is smaller than the larger adult market, marketers have learned that the consumption pattern is very heavy and these young women experiment with many varieties of products. This market most closely resembles which of the following principles?

The 80/20 principle

Sharon is upset with her secretary. Though everyone in the office agreed not to give Christmas presents this year, Sharon's secretary gave her an expensive bottle of perfume. Which of the following best identifies the source of Sharon's feelings?

The reciprocity norm

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

acculturation

In the process of ____, new immigrants adopt products, habits, and values they identify with the mainstream culture

assimilation

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

attitude

the source of a message has an impact on whether the message will be accepted or not. two particularly importuned source characteristics are ______.

credibility and attrectiveness

Motivational research relies on ________ of individual consumers.

depth interviews

Dorothy's red shoes in the Wizard of Oz (1939) exemplify which of the following concepts of the self?

extended self

The prestige of occupations varies dramatically from one culture to the next.

false

The ________ sense appears to moderate the relationship between product experience and judgment confidence.

haptic

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

heuristic

We tend to marry people in a similar social class to ours. Sociologists call this ________, or assortative mating.

homogamy

According to Freud, the part of the personality that seeks immediate gratification is called the ________.

id

One percenters are an example of ________.

income inequality

Consumption at the extreme low end of the involvement continuum is characterized by ________, when decisions are made out of habit.

inertia

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?

internalization

The day reconstruction method requires a respondent to ________.

keep a diary of everything he or she did during the day

A garage sale is an example of what is called ________.

lateral recycling

AIO surveys help measure ________

lifestyles

Tomorrow, Janice will be attending a party with a buffet. In anticipation of splurging on delicious food, she is eating very little today. Janice is using a ________ to help her estimate consumption over time and regulate her behavior

mental budget

Processing information from more than one medium at a time is known as ________.

multitasking

Which of the following scholars is given credit for developing the ideas that serve as the basis for a number of personality tests, including the Thematic Appreciation Test?

murray

A set of socially relevant nodes connected by one or more relations is called a social ________.

network

Within groups, informal rules of behavior are called ________

norms

According to Maslow's hierarchy of needs, the lowest order (e.g., most basic) of needs is ________.

physiological

A hot and thirsty customer buys a cool drink and finds it very satisfying. He then buys another drink even though he had not initially planned on buying two and even though he is no longer thirsty. This is an example of ________.

purchase momentum

Research has indicated that the color ________ creates feelings of arousal and stimulates appetite.

red

According to ________ models, we choose products with attributes that match some aspect of our selves.

self-image congruence

According to the sociological tradition of ________, relationships with other people play a large part in forming the self

symbolic interactionism

According to ________, a company can make money if it sells small amounts of items that only a few people want, if the company sells enough different items.

the long tail

Fashion refers to ________.

the process of social diffusion by which style is adopted by consumers

Gen Z is the most diverse generation in American history

true

Jason is a marketing researcher working for a client who believes that social class will be an important segmenting device. Jason decides to find social class categories by simply asking respondents to pick their own category. Which of the following best supports Jason's approach?

American consumers generally have little difficulty accurately placing themselves in the lower-middle class or middle class.

Which of the following phrases is the best illustration of homogamy?

Birds of a feather flock together

When a woman buys expensive jewelry, which of the following needs is most likely being expressed?

Hedonic

________ is the promotional strategy that involves select consumers altering some aspects of their selves to advertise for a branded product

Identity marketing

________, 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

Casinos make their interiors very plush and expensive looking, knowing that gamblers who would be reluctant to make a $10 bet in average surroundings would gladly make $100 wagers in luxurious surroundings. Which of the following best explains gamblers' behavior?

Mental accounting emphasizes the extraneous characteristics of the choice environment even if the results are not rational.

The lower classes use more restrictive codes than do the upper classes. How does this knowledge change the way insurance might be sold to a working-class man compared to an upper-class man?

The promotion to the working-class man should emphasize his immediate satisfaction in knowing that his family will be cared for, while the upper-class promotion should emphasize the long-term consequences of the choice.

Wynona was impulsive. Her friends accused her of being calculating, but she thought of herself as simply an analytical thinker. She wanted what she wanted and tomorrow could take care of itself. Researchers would classify her as being a hedonic variety-seeker. Which of the following time metaphors would best capture Wynona's perspective of time?

Time is a feast.

In its advertising, an automobile company emphasizes the fuel economy, safety rating, and resale value of its car. The company is trying to appeal to which of the following consumer needs?

Utilitarian needs

An age ______ consists of people of similar ages who have undergone similar experiences.

cohort

One of the goals of marketing to Gen Yers has been to allow them to remain free of the restraints of wires and cords, but still have media available at any time. The lifestyle created by this approach is referred to as_____.

connexity

It is quite common for mainstream culture to modify symbols identified with "cutting edge" subcultures and present these to a larger audience. Such cultural products undergo a process of ________, by which their original meanings are transformed by outsiders.

cooptation

The Macah, a Native American tribe from the Northwest, built functional seagoing canoes that are considered works of art by modern shipbuilders. By definition, these boats would be considered ________.

craft products

Evan was an aggressive, rich, and determined businessman originally from a working class family. He had become wealthier than he had ever imagined by buying and selling other businesses. Evan seemingly could do anything until he tried a hostile takeover of an established bank owned by several prestigious families. When his bid failed, Evan said "I always knew there was an elite, but up to now I thought I was part of it." What type of capital was Evan lacking?

cultural

Tory Burch flats, cage-free eggs, electric cars, selfies, and high tech furniture are part of the ________.

cultural movement

Alba is dedicated to fitness and nutrition. She rarely eats fast food because of the high calories and low nutritional value. Though Alba is exposed to many advertising messages from fast food restaurants each day, she rarely processes these messages. This is an example of subliminal perception.

false

Bill jokes that a nuclear family is one that is about ready to explode because having your grandmother living with you ca cause a lot of disruptions. Although Bill's humor is questionable, his labeling of a family living with a grandparent as a nuclear family is correct.

false

Janet was very orderly around her apartment. Everything in her apartment was always very neat and clean. At a public park, Janet took some trash out of her car and threw it toward a trash container. Some of it fell on the ground. Janet just shrugged and said, "The trash guys will get it," and drove off. This is an example of deindividuation.

false

Samuel would like to use occupational prestige to measure social class, but his study is international, and prestige of occupation changes from one culture to the next.

false

Sensory marketing has proven to be largely ineffective as a marketing approach.

false

Simi Ghandi is never quite sure which brand of gum to buy. She tries some, likes some, and rejects some. However, through a process of behavioral learning she does remember those brands that taste good and make her mouth feel fresh. The problem is that she cannot often remember the brands that are not so good and often repeats purchasing mistakes. "Oh well," says Simi, "gum buying is not that big of a deal anyway." Which of the following hierarchies would best describe Simi's situation?

low-involvement hierarchy

When Bob, a wealthy real estate investor, saw an inner city kid wearing a heavy gold chain with a medallion around his neck, Bob wanted the same for himself. Bob's behavior is best explained by the ________.

trickle-up effect

Evaluative criteria are the dimensions used to judge the merits of competing options

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

Impulse items such as candy or gum are placed near the checkout.

true

Mainstream marketers used to avoid religion topics; now they actively target church members.

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.

true

The theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another.

true

The worldwide popularity of McDonald's suggests that there is a global consumer culture that unites people around the world by their common devotion to brands.

true

Which of the following best describes the findings of research on using two-sided messages to communicate with consumers?

two-sided messages can be quite effective, yet marketers rarely use them

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

unconscious motives