Consumer behavior mid term 10
The length of an ad is a useful advertising tactic for communications brand personality
False
The need for uniqueness is the trait that reflects an individual difference in consumers propensity to be biased against the purchase of foreign products
False Consumer ethnocentrism is the trait that reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products.
Perceptual mapping techniques are designed to provide information on latent motives
False Projective techniques are designed to provide information on latent motives
The need for ego defense is a type of cognitive preservation motive
False The need for objectification is a type of cognitive presentation motive.
In Maslow need hierarchy the need to become all that one is capable of is becoming
Self actualization
Instability (a core trait in the Five-Factor Model of Personality) is manifested by an individual being moody, temperamental, and touchy.
True
Theories based on a ulitariun need view the customer as a problem solver who approaches situations as opportunities to acquire useful information or new skills
True
The tendency of many consumers to discount claims made by sales people can be explained in part by _____.
attribution theory
A consumer who buys a Mercedes-Benz because she feels it communicates her image to others is satisfying a need for _______
expression
Brand image is a set of human characteristics that become associated with a brand.
false, brand personality is.
Motives that are known and freely admitted are called _____.
manifest motives
A consumer who buys a product because a close friend bought one may be fulfilling a _____ motivation.
modeling
An inner force that stimulates and compels a behavioral response and provides direction to that response is
motive
The Essence of emotion is
the subjective feelings generated.
When communicating brand personality executional factors go beyond the core message to include how it is communicated using
tone, media, pace, logo
