MKT 322 Exam 2

________ are universally recognized ideas and behavioral patterns.

Archetypes

In general, people from which of the following cultures have typically been shown to wait the most patiently while standing in a long line?

Asian

________ is the process by which the consumer surveys the environment for appropriate data to make a reasonable decision.

Information search

Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories does Norma seem to be working on now?

Interests

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

actualization

Features actually used to differentiate among choices are called ________ attributes.

determinant

A garage sale is an example of what is called ________.

lateral recycling

The personality of a retail store is also called ________.

store image

Directories and portals, Web site evaluators, forums, fan clubs, and user groups are all forms of which of the following?

Cybermediaries

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

brand loyalty

A customer buying an unfamiliar product which carried a fair degree of risk would most likely engage in what type of problem solving?

Extended problem solving

Which attitude function is associated with a focus on particular social identities and lifestyles (e.g., "What sort of man rides a Harley Davidson motorcycle?")?

Value-expressive

One element in the muliattribute attitude model is ________.

beliefs

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

compliance

According to the ________ hierarchy of effects, the consumer considers purchases based on an attitude of hedonic consumption (such as how the product makes him or her feel or the fun its use will provide).

experiential

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

id

The day reconstruction method requires a respondent to ________.

keep a diary of everything he or she did during the day

The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning.

knowledge

According to the ________ rule, a product with a low standing on one attribute cannot make up for this position by being better on another attribute.

noncompensatory

Milton Rokeach identified a set of ________.

terminal values

According to Freud, the system that acts as a referee in the fight between temptation and virtue is called ________.

the ego

The fine line between familiarity and boredom has been explained by the ________, which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad.

two-factor theory

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

________ are the use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market (and their reasons) to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium.

Psychographics

The psychological dimension of time or how it is experienced is an important factor in what mathematical study?

Queuing theory

A bucket in consumer decision making is ________.

all of the above

Kraft has repackaged its salad dressings as "anything" dressings to encourage people to shift their ________ and consider the dressings as a complement to more than just salads.

knowledge structures

What does the sleeper effect suggest about source credibility?

The effectiveness of positive sources over less positive sources can be erased over time.

Wynona was impulsive. Her friends accused her of being calculating, but she thought of herself as simply an analytical thinker. She wanted what she wanted and tomorrow could take care of itself. Researchers would classify her as being a hedonic variety-seeker. Which of the following time metaphors would best capture Wynona's perspective of time?

Time is a feast.

The Pillsbury Doughboy and the Jolly Green Giant are examples of ________.

brand personalities

Others who are present in a consumer's physical and social environment when purchases are made are called ________.

co-consumers

Freedom, youthfulness, achievement, and materialism are characterized as U.S. ________.

coercive norms

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

consideration

A small group of consumers that come into a facility to try new products while being observed is called ________.

focus group

According to the two-factor theory, the net effect of being exposed repeatedly to the same message is a combination of ________.

learning and tedium

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

The ________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message.

peripheral

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

polychronic

M&M allows consumers to put names and works on their candy, this is an example of ________.

product personalization

Tara was shopping for a new pair of shoes for work. The salesperson was very helpful and friendly, bringing Tara some styles she hadn't thought to try on but that she ended up really liking. Noticing Tara's University of Wisconsin tee-shirt, the salesperson said that she was a student there. Tara ended up buying three pairs of shoes rather than the one pair she had planned on. Tara's experience shows the effect of ________ on consumer behavior.

salespeople