MARK 3011 Final

Mary Chen is torn between going home for the holidays to visit her parents in China or going on a skiing trip with friends from college. Mary would love to be able to do both. Which of the following motivational conflicts will Mary most likely experience as she makes her decision?

An approach-approach conflict

Bill has a toothache, and he wants the tooth to stop hurting, but he has always been afraid to go to a dentist. What type of motivational conflict is Bill experiencing?

An avoidance-avoidance conflict

Jui-Jui has a need to achieve independence. He dreams daily of leaving home and getting his own apartment; however, because he lives in a neighborhood full of houses, he would have to go some distance to find an apartment that he could afford. This move would mean that he would distance himself from his friends. This example is a common dilemma for many teens. Which of the following conflicts that most teens face is most applicable to Jui-Jui's situation?

Autonomy vs. belonging

Power that is granted by virtue of a social agreement, such as the authority we give to police officers, is called ________.

legitimate power

The alternatives actively measured during a consumer's choice process are the ________ set.

consideration

"It's time for the Christmas shopping list," thought Martha's mother, so she asked Martha for a quick list of her favorite perfumes. Martha gave her mother six names that were all her "favorite." This group constitutes Martha's ________ for perfume.

evoked set

When companies make false claims about how environmentally friendly their products are, ________ has occurred.

greenwashing

Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________.

internalization

The VALS2™ group that has the highest degree of resources and innovation is termed the ________. This group is concerned with social issues and is open to change.

Innovators

a story with symbolic elements that represents a culture's ideals.

Myth

Advertising to teens typically depicts ________.

"in" teens using the product

Culture isn't static, it evolves. A cultural system consists of:

1. Ecology 2. Social structures 3. Ideology

Which of the following is associated with compulsive consumption?

Anxiety

________ refers to a consumer's subjective evaluation of his or her physical self.

Body image

Which of the following is a level of a person's extended self? A) Community level B) Individual level C) Family level D) All of the above

D) All of the above

Why is age a common demographic category used in understanding consumer behavior?

Different age groups have different wants and needs.

refers to the way a system adapts to its habitat (technology)

Ecology

Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged?

Exposure

a set of multiple, symbolic behaviors that occurs in a fixed sequence and is repeated periodically

Ritual

_________ occurs when ordinary objects, events, people take on sacred meaning

Sacralization

Which of the following needs from Maslow's hierarchy is addressed by the U.S. Army's advertising slogan "Be all you can be"?

Self-actualization needs

________ is a discipline that studies the correspondence between signs and symbols and their meaning.

Semiotics

Masculinity based on mastery of tools.

The rational gearhead

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

a large gap between their real and ideal selves

People and institutions that teach the ways of a culture are called ________.

acculturation agents

According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures.

archetypes

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

Jan's Tees creates t-shirts from natural materials that are fully reusable and recyclable so that the firm uses zero resources to manufacture the shirts. This is known as ________.

cradle to cradle

People often make decisions on the basis of mental accounting. One facet of this accounting is making a decision based on the way a problem was posed. This is called ________.

framing

Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the movie Top Gun, Bret bought pilot's sunglasses and even game himself a "call sign"—Snake. When Bret has such fantasies or emotional responses to his needs, the type of needs that are being addressed are ________.

hedonic

When a person buys a product for emotional reasons, the need is ________.

hedonic

Japan is a very tightly knit culture with rich history and social identification. In this culture, people tend to infer meanings that go beyond the spoken word. This classifies Japan as a ________ culture.

high-context

The minimum difference that can be detected between two stimuli is known as the ________.

just a noticeable difference

When consumers see only what they want to see—don't see what they don't want to see is called ________.

perceptual defense

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

physiological

Advertisements reminding people to stay focused while driving and to avoid texting while driving are examples of ________.

social marketing

Historically, tattoos have been associated with people who are considered ________.

social outcasts

Rites of passage mark a change in ____________.

social status

Most Americans will state that they are always rushed for time even though many people have opportunities for leisure. This perception is referred to as ________.

time poverty

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

would like to be

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

yellow

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

youth

Wallendorf and Arnould described Thanksgiving Day consumption as "negotiated abundance." Discuss, from their findings, three ways negotiated abundance is enacted during Thanksgiving rituals.

Here are the ways the article discusses negotiated abundance: Abundance embodied--abundance of people, serving dishes on the buffet, plates; abundance verbally negotiated Forgetting as a consequence of abundance: resolving disruptions to negotiate abundance Mealtime hush as a consequence of abundance (versus regular dinner) Taking a walk as a consequence of abundance Type of abundance celebrated—not fun and frivolous, focus on basics Role of fasting Abundance of basics echoed in clothing—Norman Rockwell or casual Abundance of plainness as infantilism—oral gratification, fed soft foods by a nurturing woman

refers to the mental characteristics of a people and the way they relate to their environment and social groups (common worldview, principles of order and fairness).

Ideology

_________: family traditions, dedicated hunting partners, utilitarian equipment.

The efficient traditionalist

Anna Jones thinks she should lose some weight even though she is skinny. Anna is concerned about her ________.

body image

Movie and restaurant reviewers, magazine editors, retail buyers and DJ's are considered ________ because they filter information.

gatekeepers

The importance people attach to worldly possessions is called ________.

materialism

When Coca-Cola embeds sexual images in their advertising, they are using ________.

subliminal perception

James Otis wants to be "just like Mike" (basketball star Michael Jordan) and has for many years. James has purchased Jordan-gear, follows Jordan's career, and he has often thought about how to give back to his community the way MJ has. Which of the following reference group terms would apply to James Otis and his relationship with Michael Jordan?

Aspirational group

Masculinity based on providing for the family.

The efficient traditionalist

In the Extended Self reading, Belk suggested there were four levels of the extended self. For each of the four levels, (1) name the level, (2) give an example of a "possession" that would occupy that level, and (3) briefly (in a few words) describe why that possession fits in that level of the extended self

Individual (e.g., automobile, clothing, jewelry) Family (e.g., home) Community (e.g., neighborhoods) Group (e.g., affiliations signaled by uniforms, clothing styles, shared tattoos, brands, sports teams)

Which form of relationship between product and customer is most at risk of the consumer switching to a different brand or product?

Interdependence

In the Wallendorf and Arnould paper about Thanksgiving, all of the following data collection methods were used except:

Internet research

________ refers to the meanings we assign to sensory stimuli.

Interpretation

In instrumental conditioning, what is the distinction between negative reinforcement and punishment?

Negative reinforcement occurs when a negative outcome is avoided, while punishment occurs when an action causes a negative outcome.

In instrumental (operant) conditioning, the individual learns to perform behaviors that produce positive outcomes and to avoid behaviors that yield negative outcomes. Name (using his terms) and briefly describe (in a few words) the four types of outcomes identified by Skinner.

Positive reinforcement—reward Extinction—remove reward Punishment—unpleasant event Negative reinforcement—remove unpleasant event

________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired state.

Problem recognition

________ summarizes the beliefs a person holds about his own attributes and how he/she evaluates their self on those qualities.

Self-concept

________ is when the person tries to evaluate their appearance by comparing it to the people depicted in artificial images.

Social comparison

Which term refers to marketing techniques that are used to encourage positive behaviors such as literacy or discourage negative behaviors like drunk driving?

Social marketing

Which of the following values is most associated with materialists?

Status

Although teenagers do not have the income of older consumers, they are still an attractive marked based on income. Why?

Teenagers don't have the income of adults, but it's almost all discretionary, meaning that they can spend it as they see fit.

Masculinity as a self-confident connection to nature and history.

The compassionate transcendental

_______: Life long hunters with emotional bonds to family and nature, hunting as a lifestyle, deepest emotional connections with equipment, nature in spiritual terms

The compassionate transcendental

Which of the following statements about teenagers is true?

The concept of being a teenager is a relatively new historical development that did not exist prior to about 60 to 70 years ago.

Masculinity expressed through relationships with other men.

The ecobuddy

_______: Connection with nature and with other hunters.

The ecobuddy

______: Hierarchy based on equipment.

The rational gearhead

________ 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.

The theory of cognitive dissonance

Which of the following theories measures attitude toward the act of buying, rather than only the attitude toward the product itself?

The theory of reasoned action

Esso (now Exxon in the United States) used the work of Ernest Dichter to influence its "Put a Tiger in Your Tank" ad campaign. Which of the following conclusions formed the rationale for the famous campaign?

The tiger supplies powerful animal symbolism and it contains vaguely sexual undertones.

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

Julie Morgan loves to go into Springer's Old Country Gifts. It always smells like a field of spring flowers. The lighting gives all the products a warm glow, and the mood music is just perfect for casual browsing. After her visit to the store, Julie is always in a better mood. Springer's Old Country Gifts has attracted Julie with its ________.

atmospherics

Classical conditioning takes place when a(n) ________ is continuously matched with a(n) ________.

conditioned stimulus; unconditioned stimulus

When using the ________ rule of decision making, a consumer evaluates brands on the most important attribute, but specific cutoffs are imposed.

conjunctive

The local Harley-Davidson motorcycle outlet has special events on Saturday mornings that involve vintage bikes exhibitions and free goods. Some people travel more than 100 miles on their Harleys to be there almost every Saturday. The motorcycle outlet's marketing approach is successful because Harley-Davidson has become a ________ product.

cult

Mary Jane is a very conservative businesswoman by day. However, when she decides to "go out on the town," she likes to party and "kick up her heels." This would be an example of a reaction due to the fact that many consumers ________.

have multiple selves

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

id

A person's conception of how he/she would like to be is called ________.

ideal self

Through the process of ________, people try to "manage" what others think of them by strategically choosing clothing and other products that will convey a positive image.

impression management

A nuclear family consists of ________.

mother, father, at least one child

Chen Lo uses a decision rule that says "Only buy well-known brand names" when selecting a set of golf clubs. He does not look at price, the store, or even discounts when purchasing clubs. Chen Lo's purchasing pattern is an example of a consumer using a ________.

noncompensatory rule

Wedding rice, birthday candles, and diplomas are considered ________.

ritual artifacts

Ralph Nader's book, Unsafe at Any Speed, was published in part to enforce the consumer's right to ________.

safety

When a shopper visits a store like Best Buy to explore options for big-ticket items like TVs or appliances and then he or she finds a cheaper price for the specific model online, the shopper is engaging in ________.

showrooming

According to a major study of more than 1,000 commercials, the single most important factor in whether a commercial will be persuasive is whether the communication ________.

stresses a unique attribute of benefit of the product

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

Goals can be considered positive or negative. This is an expression of a goal's ________.

valence

Rites of passage are:

1. Separation 2. Liminality 3. Aggregation

A company wants to persuade a customer to buy its products. If the consumer has a high degree of involvement with products that are sold by the company, what route to persuasion will the company most likely take?

A central route

Which of the following was first demonstrated by Ivan Pavlov?

Classical conditioning

________ is where a person derives his or her identity in large measure from a social group.

Collective self

Which of the following explains why people decorate or mutilate their bodies? A) To place a person in a gender category B) To separate group members from nonmembers C) To enhance social role identification D) All of the above

D) All of the above

Methods (or methodology) were defined as the ways in which researchers collected and analyzed data for an empirical study. Which of the following was a method used by Belk in the article on the Extended Self? A) Depth interviews B) Photographic analysis C) Focus groups D) None of these

D) None of these

A type of reference group is ________. A) avoidance B) aspirational C) membership D) all of the above

D) all of the above

Which of the following provides an example of "negotiated abundance" found by Wallendorf and Arnould in the paper about Thanksgiving?

Forgetting

In semiotics, we discussed three types of signs: iconic, indexical, and symbolic. For each of these three types, tell how the signifier and signified are related and give an example of a sign that would fit into each. [Hint: they are related in a different manner in each type of sign.]

Iconic: signifier resembles the signified (portrait) Indexical: signifier and signified are causally related (hourglass) Symbolic: signifier and signified are related due to convention (flag)

Lucy Chang recently purchased a lovely ceramic bowl that featured a red dragon design. When she thought about her purchase, she found that she really had no justification for buying the bowl other than it reminded her of the bowls her mother used during evening meals when she was a young child in Hong Kong. Which type of relationship with a product best explains the reason for Lucy's purchase of the dragon bowl?

Nostalgic attachment

If a woman receives compliments after wearing Obsession perfume, she is more likely to keep buying the product and wearing it. What type of instrumental conditioning has occurred in the situation?

Positive reinforcement

Which of the following people is an example of a consumed consumer?

Prostitute

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

We discussed three types of memory, each occurring for a different duration. For each of these types, (1) name the type, (2) tell what it is used for, and (3) tell how long that type of memory lasts.

Sensory memory lasts a few seconds and includes temporary information from our senses. Short-term memory lasts about 20 seconds and includes information currently being used. Long-term memory is permanent.

way people maintain an orderly social life (domestic & political groups)

Social structure

Behavioral learning theorists do not focus on internal thought processes; rather, they look to external evidence to study learning. What aspects of the environment are of most concern to behaviorists in studying learning?

Stimulus and response

Which term refers to perception that is below the level of the consumer's awareness?

Subliminal perception

The modern use of high heels (which can cause knee and hip problems) may be compared to the traditional Asian practice of foot binding. According to the text, which of the following purposes best describes why high heels are worn?

To enhance sex-role identification

Tanya would really love to have a full-length mink coat; however, animal rights (and animal rights activists) have caused her to reconsider making such a purchase. This situation illustrates a(n) ________.

approach-avoidance conflict

A consumer who buys the same brand over and over again exhibits ________.

brand loyalty

When a stimulus comes within the range of someone's sensory receptor, a(n) ________ occurs.

exposure

If a conditioned stimulus is only occasionally matched with an unconditioned stimulus, the association between the two will become weakened. This is called ________.

extinction

A story containing symbolic elements that express the shared emotions and ideals of a culture is called a ________.

myth

A ________ orientation dimension distinguishes between people who prefer to do one thing at a time and those who have multitasking timestyles.

polychronic

A consumer researcher who believes in the paradigm of ________ believes that human reason is supreme and that there is a single or objective truth that can be discovered by science.

positivism