MKT 3400 FINAL

List the steps in the model of cognitive decision-making.

(1) problem recognition, (2) information search, (3) evaluate alternatives, (4) product choice, and (5) post-purchase evaluation.

What is the difference between a fad, a fashion, and a classic fashion life cycle?

A fad is a short-lived fashion. Fashion is the process of social diffusion by which some group(s) of consumers adopts a new style. A fashion is a particular combination of attributes. A classic fashion with an extremely long acceptance cycle.

Which theory listed below assumes that learning take place as the result of responses to external events?

behavioral learning

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

belief system

Rules of conduct that guide actions in the marketplace are called ________.

business ethics

Which theory stresses the importance of internal mental processes?

cognitive learning theory

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

conditioned stimulus; unconditioned stimulus

All consumers carry schemata in their minds when they enter the marketplace. According to the principles of perceptual vigilance and defense, a marketer should be careful to create a promotion for the new product that ________.

conforms to the consumers' schemata

A(n) ________ is a person who identifies a need or desire, makes a purchase, and then disposes of a product.

consumer

A strategy that involves the development and promotion of environmentally friendly products is called ________.

green marketing

Motivation that is driven by raw emotions is called ________.

hedonic

When a buyer buys expensive jewelry, which of the following needs is most likely being expressed?

hedonic

Which term refers to sensations that subtly influence how we think about a product?

context effect

________ is/are a norm that controls basic behaviors such as who does household chores.

conventions

The shoe company TOMS gives a pair of shoes to a needy child for every pair that it sells. This is an example of a company which has integrated ________ into its business model.

corporate social responsibility

The process of learning values from other cultures is called ________.

crescive norms

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?

opinions

The process by which people select, organize, and interpret sensations is called ________.

perception

Music, movies, sports, and books are part of ________.

popular culture

5 types of social influence that affect the likelihood of conformity.

cultural pressures fear of deviance commitment group unanimity, size and expertise susceptibility to interpersonal influence

A department store decides to use "secret shoppers" at unannounced times to test for service quality among its personnel. Store personnel are rewarded for providing excellent customer service. Which reinforcement schedule has been used in this situation?

variable-interval reinforcement

What is the difference between a market maven and a surrogate consumer?

A market maven is one who likes to transmit marketplace information of all types, but are not necessarily interested in the products they recommend; they simply enjoy staying on top of what's happening in the marketplace. A surrogate consumer on the other hand is a third party we retain to provide input into our purchase decisions. People usually compensate the surrogate for their advice.

Describe a multi-attribute attitude model, listing its key components.

A multi-attribute attitude model assumes that consumers' attitude toward an attitude object depends on the beliefs they have about several of its attributes. The key components are attributes, beliefs, and importance.

What form do psychographic studies take?

A) Lifestyle profile B) Product-specific profile C) General lifestyle segmentation --D) All of the above

When a consumer has a powerful emotional reaction to a song or photos, this is called ________.

A) spontaneous recall B) measured recall C) memory recall --D) all of the above

People buy products for ________.

A)what they do B)the role the product plays in the consumer's life C)what they mean --D)All of the above

Explain the principle of cognitive consistency.

According to the principle of cognitive consistency, consumers value harmony among their thoughts, feelings, and behaviors, and a need to maintain uniformity among these elements that motivate them.

Give an example of the type of purchase that each of the three types of decision-making - cognitive, habitual, and affective - would most likely explain.

Cognitive example: Someone realizes they do not like their car anymore and want a new one. They then research brand new models. They consider buying a used car or keeping the still functioning car, but decide to buying the latest model will suffice. Habitual example: Going to target and buying another bottle of Suave shampoo and conditioner. Affective example: A consumer buying a teddy bear that reminds them of their childhood.

Discuss the concept of conformity. Then describe the five types of social influence that affect the likelihood of conformity.

Conformity is a change in beliefs or actions as a reaction to real or imagined group pressure. Five types of conformity are: cultural pressures, in which cultures encourage conformity to a greater or lesser degree. Another being fear of deviance, which the individual may have a reason to believe that the group will apply sanctions to punish non-conforming behaviors. Commitment, where more people are dedicated to a group and value their membership in it. Group unanimity, size, and expertise: as groups gain in power, compliance increases. Lastly, susceptibility to interpersonal influence is a trait that refers to an individual's need to have others think highly of him or herself.

What is culture? List three dimensions (Ecology, Social structure, and Ideology) social scientists used to describe a culture and give an example of each.

Culture is a society's personality. It includes both abstract ideas, such as values and ethics, and material objects and services. Culture is the accumulation of shared meanings, rituals, norms, and traditions among the members of an organization or society. An example of Ecology is in japanese culture, they greatly value products that make efficient use of space because of the cramped conditions in their urban centers. An example of social structure is a nuclear family versus the extended family. An example of ideology is...

Do humorous ads work and if so under what conditions?

Humorous ads do get attention, however, the verdict is mixed as to whether humor affects recall or product attitudes in a significant way.

In the motivation process, the desired end state is the consumer's ________.

need state

What are non-compensatory rules? When are they used? Briefly describe the three types of noncompensatory rules.

Non-compensatory rule says that is an option doesn't suit us on one dimension, we just reject it out of hand and move on to something else rather than think about how it might meet our needs in other ways. The three types of non-compensatory rules are: lexicographic rule, which selects the brand that is the best on the most important attribute; elimination-by -aspects rule, in which buyers evaluate brands in the most important attribute, but may impose specific cut-offs; and lastly, the conjunctive rule, which entails processing by brand.

Explain the term "power distance" in Hofstede's Dimensions of National Culture.

Power distance is the extent to which the less powerful members of organizations and institutions (like family) accept and expect that power if distributed unequally.

Define problem recognition. Show how problems can arise. Give a brief example to illustrate the problem recognition process.

Problem recognition occurs when we, as consumers, experience a significant difference between our current state of affairs and some state we desire. An example could be a consumer being dissatisfied with their car while it is still fully functional. Problems can arise when a consumer is dissatisfied with their actual state and want to fulfill their desired state.

What is source credibility and does source credibility affect attitude change?

Source credibility refers to a communicator's expertise, objectivity, or trustworthiness. Yes, sources credibility does affect attitude change.

Describe the ABC model of attitudes.

The ABC model of attitudes emphasizes the interrelationships among knowing, feeling, and doing. Affect describes how a consumer feels about an attitude object. Behavior refers to the actions he or she takes toward the object, and cognition is what he or she believes to be true about the attitude object.

List the three hierarchies of attitudes, and describe the major differences among them.

The first hierarchy of attitudes is high-involvement. It assumes that a person approaches a product decision as a problem-solving process. The second effect on the hierarchy is low-involvement which assumes that the consumer initially does not have a strong preference for one brand over another. The last effect on the hierarchy is experimental, which assumes consumers act on the basis of our emotional reactions.

List and explain the five types of perceived risk.

The first type of perceived risk is monetary risk, which is risk relating to money or capital. The second type of perceived risk is functional risk, which is risk capital consisting of alternative means of performing the function or meeting the need. The third type of perceived risk is physical risk, which is risk capital that consists of physical vigor, health and vitality. the fourth type of perceived risk is social risk, which is risk capital consisting of self-esteem or self-confidence. The fifth perceived risk is psychological risk. Psychological risk consists of affiliations and status.

List three product attributes that consumers can use as product quality signals and provide an example of each.

Three product attributes that consumers can use are (1) differentiation of products, use the decision-making rule such as if... then..., and convey a rule consistent with prior decision occasions.

What is word-of-mouth, and why is it more powerful than advertising?

Word-of-mouth is product information that individuals transmit to other individuals. It tends to be more reliable and trustworthy than messages from more formal marketing channels. Unlike advertising, word-of-mouth often comes with social pressure to conform to these recommendations.

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?

a cognitive dissonance conflict

Which of the following is associated with compulsive consumption?

anxiety

Marketers use results from AIO surveys to ________.

define target markets

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

esteem

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

exposure

Consumption at the extreme low end of the involvement continuum is characterized by ________, when decisions are made out of habit.

inertia

According to the basic marketing concept, a firm exists to ________.

influence popular culture

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

interdependent

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

just noticeable difference

List three types of social power, and give an example of each.

legitimate power: is a model who wears a doctor's coat presenting a product. The model may not have any expertise, but authority is presented through the coat. reward power: could be the judges on The Voice providing positive feedback to the contestants. referent power: is Lady Gaga promoting Polaroid. information power expert power coercive power

Psychographics are used to measure ________.

lifestyles

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

looking-glass selves

________ 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.

promotional segmentations

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

prostitute

The sociological perspective of ________ takes the view that much of consumer behavior resembles actions in a play.

role theory

According to the basic marketing concept, a firm exists to ________.

satisfy needs

Understanding our social roles are part of our ________.

self-esteem

When we act the way we assume others expect us to act we are practicing a ________.

self-fulfilling prophecy

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

self-image

If Volkswagen owners see themselves as being more economical and conservative than do owners of the Buick Regal, ________ is probably at work.

self-image

________ memory permits the temporary storage of information we receive from our senses.

sensory

List the three stages of a rite of passage ritual.

separation liminality aggregation

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

When a consumer has a powerful emotional reaction to a song or photos, this is called ________.

spontaneous recall

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

subliminal perception

According to the sociological tradition of ________, relationships with other people play a large part in forming the self.

symbolic interactionism

________ refers to the tendency people have to react to stimuli similar to an original stimulus in a classical conditioning situation in much the same way they responded to the original stimulus.

the halo effect

If a person's identity is derived in large measure from his or her social group. This is called ________.

the inner self

________ 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