MARK3900 - Exam #2 (Ch. 8-12)
One's self and those possessions that form part of one's self-identity is referred to as
Extended self People tend to define themselves in part by their possessions
The VALS segment known as Believers are mature, satisfied, comfortable, and reflective.
False
Which of the following is an individual factor that can influence attitude change?
Gender
A study conducted by Unilever found that only __________ percent of women saw themselves as beautiful.
None of these choices are correct
Of the five cooking lifestyle groups identified by Mintel in the chapter opener, the number of Cooking Enthusiasts represent __________ percent?
46
The tendency of many consumers to discount claims made by advertising messages can be explained in part by
attribution theory
Playing popular music in the background of an ad with the expectation that the advertised product will then elicit the same positive feelings is based on
classical conditioning
A popular way of measuring the importance of attitudes is with a 100-point
constant-sum scale
Another name for the mere ownership effect is the __________ effect.
endowment
Which type of memory is acute memory for the circumstances surrounding a surprising and novel event?
flashbulb memory
An experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of joy and self-fulfillment is referred to as
peak experience
A method marketers use in response to ad avoidance is known as
product placement
In Maslow's need hierarchy, the need to become all that one is capable of becoming is
self-actualization
When scandals hurt the scandalized brand but also damage competitors in the industry the term for this effect is
spillover
Imagery processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations.
true
Classical conditioning involves
using an established relationship between a stimulus and response to generate the same response to a different stimulus
Marketers sometimes use a __________ to measure the affective attitude component.
verbal scale
Emotional ads may enhance persuasion by increasing
ALL OF THESE attention recall product liking through classical conditioning product liking through high-involvement processes
Lifestyle is ____ a function of inherent individual characteristics that have been shaped and formed by life experiences. a basic motivator for many purchases. constantly evolving throughout the life cycle. affected by the results of consumption decisions. All of these choices are correct
All of these choices are correct
When communicating brand personality, executional factors go beyond the core message to include "how" it is communicated using
All of these choices are correct
When the receptor nerves are activated and pass the sensations on to the brain for processing, __________ has occurred.
Attention
Attempts to develop quantitative measures of lifestyle were initially referred to as demographics, and is a term that is frequently used interchangeably with lifestyle.
False
Momentary conditions reflect temporary states of mind rather than temporary states of being.
False
The other individuals present in the particular situation are referred to as the group participants.
False
The sum of all the physical features of a retail environment is referred to as the retail ambiance.
False
Advertorials are program-length commercials with an 800 number and/or Web address through which to order or request additional information.
False (These are infomercials)
Affective interpretation is a process whereby stimuli are placed into existing categories of meaning.
False (affective interpretation is the emotional response triggered by a stimulus such as an ad.)
Attention generally increases across repeated exposures, and repetition often increases recall.
False (attention generally decreases across repeated exposures, and repetition often increases recall.)
Interpretation occurs when a stimulus is placed within a person's relevant environment and comes within range of their receptor nerves.
False (exposure occurs this way)
Co-branding is when an existing brand extends to a new category with the same name.
False (this is brand extension. Co-branding is an alliance in which two brands are put together on a single product)
PRIZM has identified 56 segments.
False PRIZM organizes its demographic classification system into 66 social and life stage groups
The online technology segment Apprentices are the most enthusiastic and heavy users of technology.
False Wizards are the most enthusiastic
Appeal characteristics correspond to when a message is communicated
False appeal characteristics correspond to how a message is communicated
Failure to consider negative reactions is a factor accounting for inconsistencies between measures of beliefs and feelings and observations
False failure to consider negative reactions is not a factor accounting for inconsistencies between measures of beliefs and feelings and observations
Segmenting consumers based on their most important attribute(s) is referred to as attribute segmentation.
False segmenting consumers based on their most important attribute(s) is referred to as benefit segmentation
Message appeal consists of trustworthiness and expertise
False source credibility consists of trustworthiness and expertise
A shift importance strategy is one technique marketers use to alter the cognitive component of a consumer's attitude
True
Alice is shopping to purchase new drapes for her living room. The situational characteristic influencing her behavior is task definition.
True
An ad showing a person drinking a new beverage after exercise provides information about appropriate usage.
True
Consumers tend to buy less under crowded store conditions.
True
Low self-monitors are consumers who do not place heavy weight on the opinions and feelings of others.
True
Mabel is embarrassed when shopping for adult diapers at a retail store. This negative emotion is influenced by both the product (adult diapers) and the situation.
True
Mary strives for a clear social position and is strongly influenced by the actions, approval, and opinions of others. For example, she purchased her new designer Gucci watch as a status symbol. Mary is driven by achievement motivation.
True
Message framing occurs when marketers present one of two equivalent value outcomes either in positive (or gain) terms or in negative (or loss) terms
True
One way for a marketer to avoid memory interference is to avoid competing advertising.
True
Product involvement indicates motivation or an interest in a specific product category, and it can be temporary or enduring.
True
Research shows that the strongest predictor of brand engagement is materialism.
True
Shopping with friends drives more impulse purchases than does shopping with family.
True
Some consumers are highly susceptible to interpersonal influence, which is a personality trait.
True
Expectations is an individual characteristic that influences interpretation.
True (Expectations can lead to interpretation that is inconsistent with objective reality)
Clutter refers to the density of stimuli in the environment.
True (cluttering the environment with too many point-of-purchase displays decreases the attention consumers pay to a given display)
An inner force that stimulates and compels a behavioral response and provides direction to that response is
a motive
Situational influence consists of
a set of factors outside of and removed from the consumer and the characteristics of the marketing stimulus.
__________ holds that over time consumers adjust to and quit noticing repeated stimuli.
adaption level theory
An enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of an individual's environment is
an attitude
A person who is depressed, goes shopping, and buys something nice for herself/himself has been influenced by the
antecedent state.
Learning is
any change in the content or organization of long-term memory and/or behavior
Which of the following is a type of situational influence?
communications situation purchase situation usage situation disposition situation All of these choices are correct.
Weddings are not only social, legal, and religious rituals, they are also
consumption rituals.
The _________ holds that low involvement results in a "peripheral route" to attitude change in which consumers form impressions based on readily available cues
elaboration likelihood model
Perception involves the information processing stages of
exposure, attention, and interpretation
A consumer who buys a Mercedes-Benz because she feels it communicates her image to others is satisfying a need for
expression
A script is a memory structure involving a complex web of association.
false
In cognitive learning, forgetting is often referred to as extinction.
false
Transient memory, also known as working memory, is the portion of the total memory that is currently in use.
false
Attitudes formed under the peripheral route tend to be stronger and resistant to counter persuasion attempts
false attitudes formed under the central route tend to be stronger and more resistant to counter persuasion attempts
Brand image is a set of human characteristics that become associated with a brand
false brand personality is a set of human characteristics that become associated with a brand
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 length of an ad is a useful advertising tactic for communicating brand personality
false the length of an ad is not a useful advertising tactic for communicating brand personality
The need for ego defense is a type of cognitive preservation motive
false the need for objectification is a type of cognitive presentation motive
A series of activities by which stimuli are perceived, transformed into information, and stored is known as
information processing
Consumers respond to
marketing influences and the situation simultaneously.
A consumer who buys a product because a close friend bought one may be fulfilling __________ motivation
modeling
High-involvement learning
none of these choices are correct
The process of using reinforcement to alter the probability that a given behavior will be repeated is known as
operant conditioning
Which of the following is not considered to be a component of an attitude?
perceptual component
How differently you might behave at Target if you are there only to browse versus being there to replace a broken vacuum is known as which situation?
purchase
In most individuals, the left brain appears to control
rational thought and verbal material
The totality of the individual's thoughts and feelings having reference to him- or herself as an object is one's
self-concept
The most common scale used to measure the self-concept is the
semantic differential
A servicescape is
the atmosphere of a service business.
Which of the following factors does NOT determine attention?
the interpretation
The essence of emotion is
the subjective feelings generated
A positive mood during the presentation of information such as brand names enhances learning.
true
Chunking occurs when a person organizes individual items into groups of related items that can be processed as a single unit.
true
Instability (a core trait in the Five-Factor Model of Personality) is manifested by an individual being moody, temperamental, and touchy
true
Memory is the total accumulation of prior learning experiences.
true
Motives that are known and freely admitted are called manifest motives
true
Theories based on a utilitarian need view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills
true
