BCOR 350 EXAM 4

promotion focused

"get the best deals!" is an example of a ___________ ad.

Social, economic, and cultural capital

Bourdieu suggests that social class should actually be a measure of:

Hemispheric Lateralization

Different parts of our brain are better suited for focused verus non-focused attention.

Situational Factors

Factor affecting attention includes stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment such as time pressures or a crowded store

Latent

If someone wants a new pair of shoes to be "cool" what type of motive does this represent?

Occupation is given a higher weight than education

In the hollingshead index of social position which is true

Class-to-Mass

Mercedes-Benz shows how the company provides a "new luxury" good for less affluent consumers. This real work example illustrates

Is the outcome of the behavior temporary or permanent?

NOT used to classify McGuire's psychological motives

interpretation

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _________________.

ego-defense

YOLO kids are influenced by the _________ motive

ethnicity; race

a consumer can change his/her ______ but not his/her _______

upward pull

a movement by retailers to offer less expensive "new luzury: goods to less afluent segments

information processing

a series of activities by which stimuli are perceived, transformed into information, and stored

True

according to maslow, all humans acquire a similar set of motives through genetic endowment and social interation

what underlying cultural value deermines most of the status dimensions in the united states?

achievement. an emphasis on value creation, risk, reward, and the common good

co-branding

also referred to as co-marketing, brand alliances, and joint marketing. When two brands are given to a single product. has been shown to modify attitudes toward the participating brands.

involvement

an individual factor affecting attention

consumer inference

an inference goes beyond what is directly stated or presented

psychological meaning

assigned to a word based on experiences and the context or situation in which the word or other symbol is used

smart banner

banner ads that are activated based on terms used in search engines

voluntary

barry decided he needs a new car so he started looking at commercials on television and ads in magazines as well as visiting several websites. what type of exposure does this represent

Rhetorical figures

bounty's quicker picker upper

exposure

carl is doing his homework and has the tv on in the background. while it is on, several commercials aired. what stage of the info processing model does this represent

conspicuous consumption

describes consumers purchase and use of automobiles, homes, yachts, clothes, and so forth primarily to demonstrate their great wealth

affective interpretation

emotional response triggered by a stimulus such as an ad for wearing safety belts that depicts a rather ugly accident which the driver was not wearing a safety belt

product involvement

indicates motivation or interest in a specific product category, and it can be temporary or enduring

cross-promotion

involves placing signage in one area of the store to promote complementary products in another area

figure ground

involves presenting the stimulus in such a way that is perceived as the focal object to be attended to and all other stimuli are perceived as the background

Infomercials

long, often 30 minutes or more commercials that frequently have an 800 number and or web address through which to order or request additional information

non-focused attention

low-involvement scanning of the environment, it appears to be a mainly right-brain activity

ambush marketing

marketing approach in which firms attempt to associate their companies with an event such as the olympics without becoming an official sponsor

manifest motives

motives that are known and freely admitted

cognitive interpretation

new stimuli are placed into existing categories of meaning

Ad avoidance

occurs when the consumer selectively avoids exposure to advertising

emotions are

often triggered by environmental events

Adaptation level theory

over time we adjust and no longer respond to the level and type of stimulus to which we are consistently exposed

Program involvement

particularly moving from low to moderate involvement increases the attention paid to ads in the program

contextual cue

present in a situation, such as the background color on a web page or the nature of the programming surrounding a brand's ad, play a role in the consumer's interpretation independent of the actual stimulus/

status crystalization

reflects the degree of consistency of an individual on all relevant status dimensions. it is moderate in the united states where we find many examples of high education and low income

What exists is not a set of social classes but a series of status continua

status continua reflect various factors that sociey values such as income, education, and occupation. in our society, we judge class people on various acievementrelated continua

zapping

switching channels when commercials appear

False

the Hollingshead index of social position is based on four socioeconomic factors: occupation, income, house type, and dwelling area

sensory discrimination

the ability of an individual to distinguish between similar stimuli

Gender Fluidity; males and females

the concept of ___________ has encouraged one make-up brand, shiseido, to market its make-up products to __________.

semantic

the conventional meaning assigned to a word as it is found in the dictionary

the extent to which an individual identifies with that subculture

the degree to which an individual behaves in a manner unique to a subculture depends on ____________

social class system

the hierarchial division of a society into relatively permanent and homogeneous groups with respect to attitudes, values, and lifestyles

noticeable difference

the minimum amount that one brand can differ from another with the difference still being noticed

Higher birthrates and greater immigration

the relatively faster growth rate of non-european groups in the united states is due to their______________

Asian Americans

the subculture that has the highest education levels and median household income in the united states

achievement

the underlying cultural value that determines most of the status dimensions in the us

information overload

there is too much information available to be dealt with effectively.

hispanic

what is the largest ethnic subculture in the united states

Zipping

when a viewer fast-forwards through a commercial on a prerecorded program

attention

when the stimulus activates one or more sensory receptor nerves and the resulting sensations go to the brain for processing

length of the ad

which is NOT an advertising tactic used to communicate brand personality

Latin America and Asia

which regions are major sources of america's immigrants