MKT 3510 Final

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

The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad?

A person and his or her perceptions

The ________ refers to our more realistic appraisal of the qualities we have and don't have.

Actual Self

A component of a hierarchy of effects is ________. All of these non-experiential hierarchy standard learning hierarchy high involvement hierarchy

All of these

A reason why consumers conform is ________. cultural pressures fear of deviance commitment All of these

All of these

Which of the following is a new kind of avoidance group that has grown in popularity through the Web?

Anti-brand communities

When companies use celebrities in their ads they are using the principle of ________ reference groups.

Aspirational

Source ________ refers to the perceived social value of a message source.

Attractiveness

A type of virtual community of consumption based on sharing online journals is called ________.

Blogs

________ refers to a strategy in which a message presents two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes.

Comparative advertising

According to the functional theory of attitudes, attitudes exist because they are hereditary.

False

Product information that individuals transmit to other individuals is called push promotion.

False

The looking-glass self is modeled by elements of the pop culture, such as comic book heroes.

False

Which term refers to exchanges of resources, information, or influence among members of networks?

Flows

Psychologist David Katz developed the ________ of attitudes

Functional Theory

Fred Johnson lives, eats, and breathes pro football. His favorite team is the Dallas Cowboys. His home looks like a Dallas Cowboy's museum. Which level of the extended self would most likely apply to Fred's situation?

Group Level

All multiattribute attitude models specify the importance of attributes, beliefs, and ________.

Importance Weights

In advertising terms, a(n) ________ refers to a view or exposure to an advertising message.

Impression

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

Internalization

Within groups, informal rules of behavior are called ________.

Norms

If a consumer admires the qualities of another person and copies his or her behaviors, the person that is copied has ________ power.

Referent

Despite improvements to the Fishbein model, all of the following are considered obstacles to predicting behavior using this model EXCEPT which one?

The model has relatively weak theorems about attitudes.

Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors?

Theory of Cognitive Dissonance

A person's feelings about his or her body can be described in terms of body image.

True

According to the principle of least interest, a person will gain power in a group as she decreases her commitment to the group.

True

Earlier purchasers tend to be innovators, who like to take risks.

True

The body is adorned or altered in some way in every culture. One of the chief purposes for doing this is to place the individual in the social organization.

True

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

a large gap between their real and ideal selves

Home shopping parties may activate the risky shift or ________, in which the individual at the party may get so caught up in the party spirit that he orders products that he would normally not purchase.

deindividuation

________ is a lasting, general evaluation of people, objects, advertisements, or issues.

An attitude

_______ refers to the possession of both masculine and feminine traits.

Androgyny

Every summer, thousands of motorcycle enthusiasts converge at Sturgis, South Dakota, for a motorcycle rally. They fill up every campground, motel, and hotel, in the vicinity. This annual illustrates a(n) ________.

Consumer Tribe

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

Angela belongs to a film club that selects and views classic movies once a month. Angela won't watch scary movies on her own, but agrees to watch the classic vampire film with the club because almost all of the other club members voted to see it. This example demonstrates which factor of conformity?

Group unanimity

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

Ideal Self

College student Jeff Barnes sees himself as a rich banker who drives a top of the line BMW. This fantasy is an expression of the ________.

Ideal Self

Jim Smith thinks he should be more outgoing. He is looking at his ________.

Ideal Self

A(n) ________ is a particular model, or exemplar, or appearance.

Ideal of Beauty

The preference in a culture for a particular model of beauty (or exemplar) is called a(n) ________.

Ideal of Beauty

________ is the promotional strategy that involves select consumers altering some aspects of their selves to advertise for a branded product.

Identity marketing

Margaret stayed on top of what was happening in the marketplace, but she was not necessarily the first to purchase items when they first came out. Margaret would be classified as a(n) ________.

Market Maven

Phillipe is a member of a small Harley-Davidson motorcycle club. Members meet once a week to ride and talk about their bikes. This club might exert a ________ influence on Phillipe as he decides which model of bike he buys for his girlfriend

Referent Power

Elizabeth created a print ad in which the coach of a football team was shown standing out in the middle of a hay field. The text read, "UNR's Coach Roberts....outstanding in his field." Elizabeth was using a literary device called ________.

Resonance

A person's physical appearance is large part of his or her ________.

Self Concept

________ refers to the positivity of a person's self-concept.

Self-esteem

British psychologist Frederic Bartlett used ________ to examine how information mutates.

Serial Reproduction

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

Social Outcast

Since Janie is seen as a beautiful female, many friends also perceive her to be smarter, cooler, and happier. These assumptions illustrate ________.

The Halo Effect

________ occurs when people appear to "forget" about the negative source and change their attitude.

The Sleeper Effect

What does the sleeper effect suggest about source credibility?

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

_______ occurs when people appear to "forget" about the negative source and change their attitude.

The sleeper effect

Some theorists have proposed a model that focuses on studying consumer goals as a way to explore attitude formation. According to this model, what consumers believe they have to do to attain their goals would also be part of any evaluation of attitudes. Which of the following theories would be most closely linked to the statements above?

Theory of Trying

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

Which statement best explains the research findings about using two-sided messages to communicate with consumers?

Two-sided messages can be quite effective, yet marketers rarely use them.

________ refers to the strategy of getting visitors to a Web site to forward information on the site of their friends in order to make more consumers aware of a product.

Viral marketing

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

When Sally sees an ad in a newspaper about a particular product, goes to the store, reviews the actual product offer in the store, rejects the product, and tells the salesperson why she did not buy the product, she is providing ________ in the communications model established by the store.

feedback

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

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

ideal self

A consumer wearing a temporary tattoo of a company's brand logo is an example of ________.

identity marketing

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

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

self-fulfilling prophecy

If products take on masculine or feminine attributes, they are said to be ________.

sex-typed

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

Rick Tuan has a unique problem. He must persuade a good friend to stop smoking. He knows that if he just says "Quit," his message will be rejected. Instead, Rick chooses to offer a ________ message in which he presents the positives and negatives of quitting smoking. He feels sure that his approach will have a greater likelihood of success with his friend.

two-sided

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

would like to be

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

All of these

Which of the following is a level of a person's extended self? Individual level Family level Community level All of these

All of these

Amanda thought she had been cheated by a local car dealership. She was so upset that she created a Web site to share her story with the world. What is the most likely result of Amanda's action?

Amanda's Web site will decrease the credibility of the dealership's ad and will influence potential buyers to stay away from the dealership.

________ describes the capacity to alter the actions of others.

Social Power

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

Social comparison

Several research methods are used to study reference groups and opinion leadership. ________ methods trace communication patterns among members of a group. These techniques allow researchers to systematically map out the interactions that take place among group members.

Sociometric

________ is the first element in the traditional communications model.

Source

Salient beliefs are a component of the Fishbein model.

True

When Jillian Jones is confronted with inconsistencies about a purchase, she is feeling cognitive dissonance.

True

________ proposes that a small group of influences disseminates information because they can modify the opinion of a large group.

Two-step flow model of influences

Rudi Gonzalez sees himself as being handsome rather than intellectual. Which of the following self-concept dimensions best applies to Rudi's view of himself?

Content

Understanding our social roles are part of our ________

Extended Self

Understanding our social roles are part of our ________.

Extended Self

If Chen Ho follows a Confucian perspective and dresses according to accepted rules of the group (where others' perceptions of the self and maintaining one's desired status in their eyes is important), then he is recognizing the importance of ________.

Face

A membership reference group comprises idealized figures such as successful business people, athletes, or performers.

False

A person's actual self is a person's conception of how he/she would like to be.

False

A story about an abstract trait or concept that advertisers tell in context of a person, animal, vegetable, or object is called a metaphor.

False

For an average citizen, a Supreme Court Justice is more likely to possess coercive power than legitimate power.

False

It is impossible for a person to hold two contradictory attitudes toward the same object.

False

Promotions featuring fantasy appeal have been found to be effective with customers whose real self and ideal self are close and consistent

False

Promotions featuring fantasy appeal have been found to be effective with customers whose real self and ideal self are close and consistent.

False

Special military groups like Navy Seals require conformity to an extreme level. This is created by establishing an extreme fear of deviance.

False

The looking-glass self is molded by elements of pop culture, such as comic book heroes.

False

The most common method of identifying opinion leaders is to use the social registry document kept by most city newspapers.

False

The object of an attitude (Ao) can be an object or an issue, but not a person.

False

The original opinion leadership framework of an influence network has been largely displaced by the two-step flow model of influence.

False

Dove's campaign for Real Beauty features women with imperfect bodies modeling in advertisements for skin and hair care products The nature of the social comparison that occurs when a consumer uses these marketing images as a benchmark is likely different than the social comparison that occurs when a consumer sees advertisements for similar products that use professional models.

True

Homophily refers to the degree to which a pair of individuals is similar in terms of education, social status, and beliefs.

True

People tend to pattern their behavior on the perceived expectations of others, which is a form of self-fulfilling prophecy.

True