chapter 7

______________ is the multi-dimensional construct that captures how consumers feel about and see themselves.

Self-concept

A consumer receives a free sample of a new personal body wash in the mail. The consumer uses the product and is satisfied. The consumer was also given a coupon worth $.50 along with the free sample. The consumer uses the coupon and buys the body wash a second time. Once more the consumer uses the product and is satisfied. A third purchase of the brand is stimulated with an in-store coupon. Again, the consumer is satisfied. On the next purchase of the body wash the consumer paid full price. This is an application of the instrumental conditioning paradigm called _____________ .

Shaping

When marketers employ a series of rewards (e.g. multiple coupons delivered at different points in time) to systematically "walk" a consumer some desired behavior (e.g. purchasing a brand at full price), they are employing the instrument condition technique of ______________ .

Shaping

For new products, marketers are best advised to focus first on:

Shaping consumers' beliefs about the product

With respect to the model of consumer behavior (Exhibit 7.1 in the text), the consumer decision making process is influenced by a series of factors. Which of the following is not one of those factors?

Technological factors

The major risk associated with the infamous Hillary Clinton campaign ad titled 'It's 3:00 a.m.' was:

The appeal could have actually directed votes away from both Clinton and Obama to their Republican opponent.

Listerine employed advertising in which consumers were shown using its product to overcome the 'fear' of social ostracism due to bad breath. Such fear appeals are likely to be ineffective because:

The fear appeal arouses little or no anxiety, meaning that consumers are not likely to cognitively elaborate on the negative effects of not using the product

The US Army used the slogan "Be All You Can Be" for many years in its ads targeted to potential recruits. The slogan targeted recruits' ____________ needs on Maslow's Hierarchy.

Self-Actualization

The top-most level in Maslow's Hierarchy tends to emerge as a driving force only after lower-level needs have been satisfied. This is the ____________ level.

Self-Actualization

Which of the following factors is most likely to heighten the consumer's level of post-purchase cognitive dissonance?

Higher consumer involvement with the purchased product category due to its high visibility to relevant social groups

Any number of people living together in the same single dwelling, even if members of different families, is termed a(n)_____________ .

Household

"Like the ad, like the product" is one theory offered for how _________ can result increased brand awareness and sales of some products.

Humor appeals

Which of the following is not characteristic of the family decision-making process for products?

Husbands are the primary decision-makers for household items, food, and appliances

Although humor appeals for low involvement products (e.g. 'grocery store products') may yield some 'affect referral,' the primary learning theory responsible for generating brand name recall probably is:

Iconic rote learning

____________ involves learning the association between two or more concepts in the absence of conditioning.

Iconic rote learning

Which of the following is not a current trend in household composition in the US?

Number of single family households is increasing

Because the primary focus of the Marketing Concept is essentially creating a satisfied customer base, the learning theory discussed in class that is most consistent with this philosophy is:

Operant (Instrumental) Conditioning

Which of the following best reflects the relationship between self-concept and lifestyle from a marketing perspective?

People engage in life-style patterns that reflect elements of their actual and ideal self-concepts

The process of receiving, organizing and assigning meaning to information or stimuli detected by our five senses is called:

Perception

Self-confidence, extroversion or introversion, dominance, friendliness, sociability, adaptability, and assertiveness are considered to be common ___________ traits

Personality

__________ is the unique and lasting psychological characteristics that lead consumers to respond in enduring and consistent ways to stimuli.

Personality

With respect to measuring consumers' lifestyles, the acronym AIO stands for:

Activities, Interests, Opinions

Jane is attending UNT on an ROTC scholarship. Her overwhelming desire is to become a fighter pilot. Jan has always identified with the values and norms exhibited by Air Force officers. In Jane's eyes, the Air Force is a(n):

Aspirational reference group

Consumers hold beliefs about Harley-Davidson motorcycles related to the brand's country of origin, styling, performance, price, image, reliability, etc. Based on these beliefs on these dimensions, consumers then may form an overall favorable or unfavorable emotional response to the brand. These overall emotional responses are those consumers' ____________ toward the Harley-Davidson brand.

Attitudes

Jon is comparing alternative models of SUVs for potential purchase. As he compares these cars he is accumulating knowledge about their characteristics, features, performance, price, reliability. He is also forming favorable or unfavorable impressions of the SUVs. From a marketing perspective, these latter impression constitutes Jon's ___________ about the SUVs.

Attitudes

_________ are relatively enduring, consistent, deeply-held evaluations, feelings, and behavioral tendencies held toward objects, events, places, or experiences such as products, persons, ideas, places, or experiences.

Attitudes

Beano was an early entry into the market for products that reduce the gas generated by some food products. The initial communications approach was to communicate the benefits of the product i.e. what it would do. Marketers were attempting to structure consumers' __________ about Beano.

Beliefs

Jon is comparing alternative models of SUVs for potential purchase. As he compares these cars he is accumulating knowledge about their characteristics, features, performance, price, reliability. From a marketing perspective, this knowledge constitutes Jon's ___________ about the SUVs.

Beliefs

Shaping consumers' attitudes about new products generally requires that marketers first attempt to create positive __________ about these products.

Beliefs

____________ are descriptive thoughts that consumers have about objects, events, places, or experiences such as products, persons, ideas, places, or experiences. With respect to products, these thoughts are formed as consumers accumulate knowledge about products' characteristics and their performance.

Beliefs

Coca Cola's failed introduction of New Coke was highly regarded as a failure of marketing research. The research that was conducted did not account for the emotional ties consumer have with brands based on previous consumption experiences. Which learning theory probably best explains how these associations are formed?

Classical Conditioning

Consumer advocacy groups fear that beer ads that continuously portray its consumption in 'festive' party settings may lead children to equate having fun with drinking. This fear is tied to a belief that children are more susceptible to the power of:

Classical conditioning

Creating attitudes for new products generally requires attempting to first structure the consumer's:

Cognitions or beliefs for the object

The study of the range of factors that influence the decisions made by, and the buying behaviors of, final consumers as they acquire, consume, and dispose of products is referred to as: Consumer behavior (CB)

Consumer behavior (CB)

Marketers are interested in understanding how personality affects consumers' consumption-related behaviors because:

Consumers' personality traits can impact their preferences for specific products and brands.

Because they yield common behavioral patterns and are held in common by most members of the society, shared _________ often become the basis for segmenting consumer markets.

Cultural values

jon refuses to wear his ball cap backwards or sideways because he does not want to be stereotyped as possessing the attitudinal and personality traits that he thinks are viewed negatively. Jon evidently view those who do wear ball caps in such a manners as a(an)_____________ . Aspirational reference group

Dissociative reference group

An extensive purchasing decision for products or brands is associated with all of the following, except:

Entails fewer steps in the buying-decision process than does the routine decision

In which stage of the buying decision process would John be if he was trying to figure out the difference between an iced mocha, a cappuccino, and an espresso?

Evaluation of alternatives

____________ can be viewed as any change in beliefs, attitudes, and behavior resulting from personal experience, mental interpretations, or representations of these experiences, or through observing the experiences of other individuals.

Learning

Consumers' daily patterns of living as measured by their activities, interests, and opinions is ____________ .

Lifestyle

Smaller subgroups exist within broader cultures. These smaller groups share values with the broader culture but also demonstrate shared value systems within their subgroups that may be substantially different from those of the broader culture. As a result, members of these subcultures may share common product and brand preferences. As a result, these subgroups, called subcultures, often can be treated by marketers as:

Market segments

_____________ postulates that people move through a series of motivational states beginning with the most basic important needs before moving on to satisfy higher-level needs.

Maslow's Hierarchy of Needs

According to the classification scheme in the text, the social class described as comprising 32% of the population, primarily white- and blue- collar workers who earn above average pay, and may have aspirations to improve the social class standing is the ___________.

Middle class

Marketers of healthcare products such as vitamins, adhesive strips, pain relievers, and astringents are targeting the ______________ level of Maslow's Hierarchy.

Physiological

The lower-most level in Maslow's Hierarchy consists of __________ needs which, according to Maslow, must be first met before consumers can move to higher-level needs.

Physiological

Products purchased by members of the upper classes in societies that send the message to others that "I can afford this (e.g. Cartier solid gold watch). Can you?" Such products are called:

Positional goods

Family, friends, and colleagues generally are members of ____________ .

Primary reference groups

With respect to the model of consumer behavior (Exhibit 7.1 in the text), such things as consumer motives, perception, and learning are captured under the ___________ factor.

Psychological

A ____________ consists of two or more individuals whose beliefs, attitudes, values, norms of behavior, or symbols are used by another person or persons as guides to behavior.Reference group

Reference group

Which of the following concepts is most closely associated with instrumental or operant conditioning?

Rewards and reinforcement

With respect to the model of consumer behavior (Exhibit 7.1 in the text), which of the following is not a step in the consumer decision making process?

Risk assessment

Marketers of products such as children's car seats, home security systems, and weapons for personal defense are targeting the ______________ level of Maslow's Hierarchy.

Safety

Hierarchical rankings within a society defined, in part, by of income, education, occupation, and accumulated wealth are called __________ .

Social classes

Which of the following statements about the buying decision process used by consumers is true?

Some stages of the process may be skipped.

____________ is information that is easily recalled or long-remembered. Such information often affects our daily existence and is, therefore, regularly accessed in memory. The resulting memory traces tend to be strong and long-lived.

Sticky information

Smaller subgroups exist within broader cultures. These smaller groups share values with the broader culture but also demonstrate shared value systems within their subgroups that may be substantially different from those of the broader culture. These subgroups are called:

Subcultures

The "Bush Rats" commercial shown in class depicting the word 'rats' superimposed over 'the Gore prescription plan' is claimed to be an example of the use of __________.

Subliminal advertising

To reduce increasing selective attention for the advertising of lower-involvement products, advertisers should avoid:

TV ads that emphasis detailed information about products.

Salem cigarettes ran a series of advertisements in the 80's that initially employed the jingle: "You can take Salem out of the country, but you can't take the country out of Salem." In later ads, the copy employed in many outdoor ads (bill boards) and in other printed media was shortened to: "You can take Salem out of the country, but......" These latter ads were quite effective at gaining the consumer's attention. The psychological principle illustrated here is __________ .

The consumer's need for closure

Probably the single most important influence on consumer's consumption-related behaviors is ____________ .

The family unit

According to the classification scheme in the text, the social class described as comprising 9% of the population and living just above the poverty level, but not on welfare is the ___________.

Upper-lower class

According to the classification scheme in the text, the social class described as consisting of about .3% of the population, tending to live in exclusive neighborhoods, buys expensive goods, and often enjoys inherited wealth is ___________.

Upper-upper class

There have been a number of TV and print ads depicting women using razors on facial hair to emphasize the safety and comfort of brands of men's razor. The imagery is an attempt to gain the viewer's attention. The copy generally goes something like "If its gentle enough for a woman..." The psychological principle being manipulated is _____________.

Use of "contrast"

With respect to the model of consumer behavior (Exhibit 7.1 in the text), the marketing activities factor influencing consumer decision making primarily involves:

Use of elements of the marketing mix to influence consumer decisions and behavior

___________ is learning by observing the behaviors of other people.

Vicarious learning

Which of the following statements about lifestyle is true?

Your lifestyle tends to be a result of your desire to achieve a certain ideal self-concept. Consumers tend to be interested in and buy goods and services that reflect a preferred lifestyle. Lifestyle is more easily measured than is self-concept. Lifestyle is measured with "AIO" Inventories. ALL THE ABOVE (correct)

___________ consists of the set or collection of values, beliefs, attitudes, norms, symbols, and customs that consumers share with or learn from others.

culture

The aspect of self-concept that captures how consumers prefer to see themselves is __________ .

Ideal private-self

Clothing, jewelry, automobiles, homes, furniture, alcoholic beverages, and fitness programs are targeting the ______________ level of Maslow's Hierarchy.

Self Esteem

Typical advertisements for colognes, perfumes, liquors, and cigarettes attempt to link their brands to attractive life style themes. The intention is to elicit a positive emotional response to the brand by virtue of the linkage. The advertiser probably is applying which learning theory discussed in class?

Classical conditioning

Which of the following best suggests the major distinction between classical conditioning and iconic rote learning as applied to advertising?

Classical conditioning is used to generate a direct affective response to the brand; iconic rote learning attempts to create top-of-mind awareness for the brand - an emotional response to the brand is not intended.

George just bought a new car. He liked the speed that comes with a Camaro SS, but he also liked the luxury of the Lexus. He purchased the Honda Accord because it seemed to combine some of the luxury of the Lexus and some of the speed of Camaro. Even after making his purchase, George wondered if he had missed something by not buying one of the other cars. George experienced ______________

Cognitive dissonance

Madison is watching her weight. She felt post-purchase __________ when she realized that she could have ordered a cappuccino with only 70 calories instead of the iced mocha with 150 calories.

Cognitive dissonance

___________________ is a state of anxiety that often occurs in the post-purchase stage of the buying decision process.

Cognitive dissonance

____________ is the most complex form of learning and is the basis by which consumers gather and consciously evaluate information that is employed in making extended or complex decisions.

Cognitive learning

Marketers seek to understand consumers' self-concepts because:

Consumers tend to buy products and engage in activities that move them closer to their ideal self-concepts

The key element with _____________ is message repetition. Repetition is employed to create a link between a brand name and key benefits delivered by that brand, and to create top of mind awareness for the brand.

Iconic rote learning

Janet is very fashion-conscious. She only buys those brands that she thinks will enhance her image with her peers. From the perspective of a consumer behaviorist, Janet apparently is concerned with furthering her _________ .

Ideal social self-concept

The aspect of self-concept that captures how consumers want others to see them is __________ .

Ideal social-self

Which of the following is most likely to contribute to improved retention of information in memory?

Importance of information Repetition of the information Extent to which imagery is employed to implant the memory. Periodic reinforcement of the importance of the information. ALL THE ABOVE (correct)

When Joe visited the campus bookstore to look for his marketing textbook, he walked by the magazine rack and saw the latest copy of Car and Driver. He bought the magazine without any further thought. Buying the magazine was an example of _______ buying

Impulse buying

The decision-making role in the family unit that often initiates the family decision-making process, suggests alternatives to consider, as well as provide input to the final decision is the ____________ .f

Influencer

Which of the following least characterizes the "routine decision" for products and brands?

Information search and brand evaluation are likely to be very extensive

Which of the following is not a role performed in the family decision-making process for products?

Initiator

_____________ presumes that underlying or unconscious reasons exist and influence consumer behavior. This form of research is designed to get at these "hidden" reason via the use of focus groups, observation methods, depth interviews, and ethnographic methods.

Motivation research

Once a need has been sufficiently aroused to direct the consumer to satisfy that need it is referred to as ______________.

Motive

Someone who alters the information he or she reads so that it will be consistent with his or her existing beliefs and attitudes is engaged in:

Selective distortion

When marketing managers attempt to identify the specific media viewed by customers in their target markets, they are explicitly recognizing the need to overcome which form of selective perception?

Selective exposure

Sex appeals are very good at attracting attention, but can also be seen as offensive to some people. The tendency of people to take offense to such ads is an example of:

Selective interpretation

When consumers construe information in ways to allow it to fit with their existing beliefs and attitudes they are engaging in ______________.

Selective interpretation

The principle of perception which explains best why most fear appeals are rather ineffective for convincing people to stop smoking is:

Selective interpretation (also called selective comprehension or selective distortion)

As a component of culture, ________ are enduring beliefs that are shared by members of a society. These beliefs signify that certain behaviors are personally or socially preferred over other behaviors.

Values

Harold, a student at the University of Texas, has been watching a number of other students using hover boards to get around campus. Harold was impressed with the apparent ease of use, relative speed, and maneuverability of the devices. Harold decided that he needed to look seriously into acquiring a hover board of his own. This example illustrates which type of learning?

Vicarious learning

When updating her status on Facebook, Jane noted that her BFF (best friend forever?) had just purchased a personal hair trimmer and was talking about the neat, clean job the trimmer did on unwanted facial hair. Jane thoroughly absorbed her BFF's comments and decided that she needed to look into the product for her own use. The type of learning illustrated with this example is ____________ .

Vicarious learning