MKT 4451 ch 6

Consumers who worry about the environment and want products to be produced in a sustainable way have been named ________.

"LOHAS

The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their ________.

) brand beliefs

Which of the following techniques was suggested by Freud to trace a person's motivations from the stated instrumental ones to the more terminal ones?

) laddering

________ are a person's enduring favorable or unfavorable evaluations, emotional feelings, and action tendencies toward some object or idea

Attitudes

Even if consumers form brand evaluations, two general factors can intervene between the purchase intention and the purchase decision. One of these is unanticipated situational factors.

Attitudes of others

________ is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.

Consumer behavior

________ refers to the process in which information gets out of memory

Memory encoding

________ is the process by which we select, organize, and interpret information inputs to create a meaningful picture of the world

Perception

When Gary was a high school student, he enjoyed rock music and regularly purchased hip clothing sported by his favorite rock band. However, five years later, when Gary became an accountant, his preference shifted toward formal clothing. Which of the following personal characteristics is likely to have had the most influence on Gary's preferences during his high school days?

age

For a high-school student, Tim is highly concerned about environmental issues. He is a strong supporter of the garbage recycling and afforestation campaigns taken up by the environmental activists in his neighborhood. He wants to become a full time volunteer for their upcoming wildlife protection program and has even saved money to contribute to the cause. This group of environmental activists can be categorized under which of the following reference groups?

aspirational group

A(n) ________ puts people into a frame of mind, such as, liking or disliking an object, moving toward or away from it.

attitude

A(n) ________ is a descriptive thought that a person holds about something

belief

________ can work to the advantage of marketers with strong brands when consumers make neutral or ambiguous brand information more positive

Selective distortion

________ is the tendency to interpret information in a way that will fit our preconceptions.

Selective distortion

As Rita scans the yellow pages section of her phone book looking for a florist, she sees several other products and services advertised. Though interesting on first glance, she quickly returns to her primary task of finding a florist. The items that distracted her from her initial search were most likely stored in which of the following types of memory?

Short-term memory

________ assumed that the psychological forces shaping people's behavior are largely unconscious, and that a person cannot fully understand his or her own motivations

Sigmund Freud

Identify an economic circumstance that can greatly affect any product or brand choice

borrowing power

With respect to consumer decision making, the ________ is the set of strong contenders from which one will be chosen as a supplier of a good or service.

choice set

A consumer who uses Google to find comparative reports on new automobiles, is most likely using which of the following information sources for assistance?

commercial

Within the context of Jennifer Aaker's analysis, identify the brand personality that can be associated with a new product whose promotional messages consistently portray it as being reliable, intelligent, and successful

competence

Ford believes its cars to be of higher quality than General Motor's but thinks that consumers wrongly believe the opposite. Ford might employ a(n) ________ strategy to change buyers' perceptions of its competition

competitive depositioning

The relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests, and behavior constitute ________.

a social class

Which of the following is considered to be a more advanced form of information search wherein the person might phone friends or go online to secure information about a product or service?

active information search

Consumers often choose and use brands that have a brand personality consistent with how they see themselves, also known as the ________.

actual self-concept

With the ________ heuristic, the consumer sets a minimum acceptable cutoff level for each attribute and chooses the first alternative that meets the minimum standard for all attributes.

conjunctive

Gordon Jones is considering purchasing a computer from Best Buy. He has created a scale for rating eight different computers on three different characteristics. He plans to short-list only those computers, that score at least a seven on his scale on all three characteristics. Which of the following choice heuristics has he chosen?

conjunctive heuristic

Brands that meet consumers' initial buying criteria are called the

consideration set

Marketers who target consumers on the basis of their ________ believe that they can influence purchase behavior by appealing to people's inner selves

core values

Marriage, childbirth, and divorce constitute the ________ that shape the consumption pattern of individuals.

critical life events

The starting point for understanding consumer behavior is the ________ model in which marketing and environmental stimuli enter the consumer's consciousness, and a set of psychological processes combine with certain consumer characteristics to result in decision processes and purchase decisions.

stimulus-response

IKEA has achieved global recognition by offering consumers leading-edge Scandinavian furniture at affordable prices. IKEA is delivering value to consumers who are ________.

money constrained

Marketers embed covert messages in ads or packaging of which the consumers are not consciously aware, yet it affects their behavior. This technique employed by the marketers targets the ________ of a consumer.

subliminal perception

Jason writes a weekly column in his school's newspaper about movies he has seen, books he has read, and concerts he has attended. His column provides information and opinions. Feedback from his fellow students is positive, and they are appreciative of the advice that is given. Which of the following would be the most apt description of the role played by Jason?

opinion leader

Joe is a computer service technician. People in his neighborhood usually depend on his suggestions for purchasing any computer accessory or hardware, as they believe that he has access to far more information on computer technology than the average consumer. The neighbors are also aware that Joe has the required knowledge and background for understanding the technical properties of the products. Within this context, Joe can be called a(n) ________.

opinion leader

If a direct-mail marketer wished to direct promotional efforts toward the family of ________, efforts need to be directed toward parents and siblings of the family members.

orientation

Consumers often choose and use brands that have a brand personality consistent with how they think others view them, also known as the

others' self-concept

Of key interest to marketers are the major informational sources to which the consumer will turn and the relative importance of each. Which of the following can be considered an experiential information source?

personal handing and examination

The buying process starts when the buyer recognizes a(n) ________.

problem or need

When a marketer tries to alter a consumer's beliefs about a company's brand to get the consumer to rethink a purchase decision, the marketer is using ________.

psychological repositioning

________ risk occurs if the product fails to perform up to expectations.

Functional

________ are rules of thumb or mental shortcuts in the decision process.

Heuristics

________ teaches marketers that they can build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement

Learning theory

________ portrays the "whole person" interacting with his or her environment

Lifestyle

________ refers to a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli.

Personality

The Marlboro Man was depicted in the advertisements of Marlboro cigarettes as a rugged outdoor, tough cowboy type. This was done to establish what is called ________.

a brand personality

Which of the following would be the best illustration of a subculture

a religion

The associative network memory model views long-term memory as

a set of nodes and links

A(n) ________ group is one whose values or behavior an individual rejects

disassociative

Brand personality analysts identified the popular music channel MTV as daring, spirited, and highly imaginative. As per Jennifer Aaker's research, which of the following brand personality traits best suits MTV?

excitement

Maria considers buying a car for herself, after she notices the advantages derived by her best friend from his new car. Which of the following forms of stimulus has activated Maria's problem recognition process?

external stimuli

Cognitive psychologists believe that memory is ________, so that once information becomes stored in memory, its strength of association decays very slowly

extremely durable

The family in a buyers life consisting of parents and siblings is the ________.

family of orientation

Amtex electronics, a consumer products brand, advertises its products inside supermarkets and retail stores frequently to promote the process of ________ and stimulate purchase.

memory retrieval

Anne is a frequent purchaser of Yoplait strawberry yogurt. For once, she decides to try a different flavored yogurt. Instead of trying out the flavors offered by competing brands, Anne selects a different flavor offered by Yoplait. Here, her past experience with the brand prompts her to make the choice. Anne's behavior can be best described as ________.

generalization

Betsy, a teenager, uses most of her post school hours in either playing tennis or watching movies. She barely manages to concentrate in her lessons for a couple of hours before term exams. Being questioned about her substandard performance in the school, she points out the teacher's inability to complete the entire course during the school hours as the possible reason. Betsy's behavior is most likely to be associated with ________.

hedonic bias

The ________ says people have a general tendency to attribute success to themselves and failure to external causes

hedonic bias

The milder information search state where a person simply becomes more receptive to information about a product is called ________.

heightened attention

With the ________, the consumer chooses the best brand on the basis of its perceived most important attribute

lexicographic heuristic

Social classes differ in media preferences, with upper-class consumers often preferring ________ and lower-class consumers often preferring television.

magazines and books

Marketers need to identify the hierarchy of attributes that guide consumer decision making in order to understand different competitive forces and how these various sets get formed. This process of identifying the hierarchy is called ________.

market partitioning

A mobile phone manufacturing company observes that the main reason for an abrupt fall in their sales volume is the unconventional design of their phones that consumers found inconvenient and unattractive. The findings prompt the company to adopt a new strategy. They redesigned the product models keeping the requirements of the end-user in mind. According to the expectancy value-model, the company's strategy can be termed as ________.

real repositioning

A person's ________ consist(s) of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior

reference groups

Ford motors, uses the ad caption "Magnify the Adventure" to promote its latest SUV, the Ford Endeavour. The ad features the car traveling through an uneven, rocky terrain. Within the context of Jennifer Aaker's brand personality analysis, Ford Endeavour is most likely to be strong on which of the following traits?

ruggedness

Consumers who are highly sensitive to how others see them and who choose brands whose personalities fit the consumption situation are called ________.

self monitors

At the top of Maslow's hierarchy of needs (shown as a pyramid in the text) are ________ needs.

self-actualization

Which of the following theories developed by Frederick Herzberg distinguishes dissatisfiers from satisfiers?

two-factor theory