MKTG 315 Exam 3 Questions

Use ______ for identifying new market segments and ______ for repositioning your brand. a. VALS; general lifestyle approach b. VALS; specific lifestyle approach c. specific lifestyle approach; VALS d. specific lifestyle approach; Nielsen e. specific lifestyle approach; PRIZM

VALS; specific lifestyle approach

Bob is a consumer who strives for a clear social position and is strongly influenced by the actions, approval, and opinions of others. He drives an expensive automobile, and only buys brands of clothing that are considered "status symbols." Which primary motivation is driving Bob's behavior? a. realist motivation b. ideals motivation c. self-expression motivation d. focused motivation e. achievement motivation

achievement motivation

Stacy told her friends that she went to 22 Halloween parties and drank 14 gallons of beer. In reality, she stayed home and played Dragon Ball Xenoverse 2. Her ideal social self and her _____ social self are ______. a. prentend; incongruent b. imaginary; congruent c. actual; incongruent d. sitcom; congruent e. make-believe; incongruent

actual; incongruent

Becky and Sam were watching a PSA on animal cruelty. Becky wasn't very affected by the PSA's message, but Sam was in tears. Sam has always experienced stronger emotions than Becky and is more influenced by emotional appeals. The consumer trait that would be applied to Sam would be ______. a. personality b. subjective feelings c. behaviors d. affect intensity e. cognitive thought

affect intensity

Kimberly-Clark is interested in mothers' emotional reactions to their Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in? a. knowledge b. cognitive c. affective d. behavioral e. orientation

affective

Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be _______. a. stronger b. more resistant to counter-persuasion attempts c. more accessible from memory d. more predictable of behavior e. all of the above

all of the above

Maslow's hierarchy of needs is based on which premise? a. all humans acquire a similar set of motives through genetic endowment and social interaction b. some motives are more basic or critical than others c. the more basic motives must be satisfied to a minimum level before other motives are activated d. as the basic motives become satisfied, more advanced motives come into play e. all of the above

all of the above

Rory and Lorelai go to the grocery store on Sunday morning and they see the parking lot is full. They experience crowding which causes them to? a. make purchase decisions faster b. buy fewer items c. spend less time in the store d. all of the above e. none of the above

all of the above

Which of the following is typically included in a psychographic or lifestyle study? a. attitudes b. values c. activities and interests d. demographics e. all of the above

all of the above

Which of the following is NOT a situation in which consumer behavior occurs? a. communications situation b. purchase situation c. usage situation d. disposition situation e. all of the above are CB situations

all of the above are CB situations

Which of the following is NOT a key situational dimension or characteristic that influences consumer behavior? a. physical surroundings b. social surroundings c. alternative evaluation d. temporal perspective e. task definition

alternative evaluation

In order to reduce a person's likelihood to vape, you first have to change their ______ on the subject. Since knowledge and familiarity are high in this context, a(n) ______ appeal is best. a. belief, cognitive b. belief, emotional c. attitude, emotional d. attitude, cognitive

attitude, emotional

Which of the following is a VALS segment of consumers? a. traditionalists b. minimalists c. blue blood estates d. believers e. enthusiasts

believers

Marketers must promote _____ rather than ______, especially for less knowledgeable consumers and for complex products. a. features, benefits b. benefits, avoidance c. benefits, features d. features, contents e. consistency, inconsistency

benefits, features

Morgan is a brand manager and wants consumers to form attitudes that are strong, resistant to counter-persuasion attempts, more accessible from memory, and more predictive of behavior. Which route of the elaboration likelihood model should she encourage consumers to take? a. primary route b. secondary route c. central route d. peripheral route e. direct route

central route

Which global elite luxury segment loves prestige brands? a. sensation seekers b. blue bloods c. utilitarian consumers d. conspicuous consumers e. information seekers

conspicuous consumers

A loyal consumer will often use _______ to protect their brand by reducing the importance they put on a given attribute a. avoiding b. discrediting c. discounting d. containment e. skipping

discounting

_______ is the first strategy a loyal consumer uses when their favorite brand is attacked with negative information a. avoiding b. discounting c. skipping d. containment e. discrediting

discrediting

Which situation involves consumers up-cycling? a. communications situation b. purchase situation c. usage situation d. disposition situation e. task situation

disposition situation

Which of the following is a characteristic associated with emotions? a. emotions occur independently from physiological changes b. emotions are not associated with behaviors c. emotions involve objective feelings d. emotions are often triggered by environmental events e. emotions occur in the 10% of the mind

emotions are often triggered by environmental events

In the US, a man usually gives a woman a diamond ring for her to wear on her life-hand ring finer when they become engaged to be married. However, one diamond distributor has developed the idea that women should wear diamonds on their right hands as well. Marketing communications regarding the Diamond Right Hand Ring stress the independence of women and their ability to buy a diamond for themselves. One ad claims that a diamond on a left hand says "we," while a diamond on the right hand says "me." This diamond distributor is attempting to ___________. a. influence the competitive situation b. expand the usage situation c. reduce the disposition situation d. influence the social surroundings e. influence the temporal perspective

expand the usage situation

True/False Research has shown that using high levels of fear in advertising such that consumers feel threatened are the most effective

false

Quaker Oats contains zero milligrams of sodium. This is an example of what type of belief? a. conspicuous belief b. benefit belief c. dominant belief d. feature belief e. inherent belief

feature belief

Pamela is a consumer who is guided in her choices by her beliefs and principles rather than by feelings or desire for social approval. She tends to purchase products based on functionality and reliability. Which primary motive is guiding Pamela's behavior? a. realist motivation b. ideals motivation c. self-expression motivation d. focused motivation e. achievement motivation

ideals motivation

Individuals with which type of self-concept are more likely to seek adventure and excitement through travel, sports, and entertainment, to be opinion leaders, and to prefer magazines over TV? a. doers b. idealists c. self-monitors d. independents e. interdependents

independents

Individuals with which type of self-concept are more likely to engage in home and domestic-related activities and entertainment including cooking at home and from scratch? a. independents b. interdependents c. self-monitors d. idealists e. doers

interdependents

Self-image congruity really doesn't matter much to Alex, particularly because he doesn't usually consider the opinions of others or their feelings when he acts. Alex would be described as a(n) _______. a. independent b. thinker c. high self-monitor d. low self-monitor e. conspicuous consumer

low self-monitor

The tendency of an owner to evaluate an object more favorably than a non-owner is called the ______ a. personal bias effect b. personal relevance effect c. mere ownership effect d. possessive effect e. mere exposure effect

mere ownership effect

Al's Pizza is considering playing classical music in its restaurants. They want to change consumers' _______ in order to make them perceive Al's to be a classy establishment a. attitude b. mood c. personality d. mind e. opinions

mood

Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response? a. motive b. personality c. emotion d. perception e. feeling

motive

Which term is often used interchangeably with the term "motivation"? a. personality b. emotion c. need d. perception e. feeling

need

Alex got an "A+" on Exam 3. He believed that it was because he is a genius and consumer behavior concepts and strategies come naturally to him. What cognitive preservation motive does Alex have? a. need for consistency b. need for attribution c. need to categorize d. need for objectification e. need self inflation

need for attribution

Rachel is very imaginative and appreciative of all types of art. She is very creatively talented, and others come to her for novel situations to problems because she tends to "think outside the box." Which core trait best describes Rachel? a. extroversion b. introversion c. instability d. agreeableness e. openness to experience

openness to experience

_______ is an individual's characteristic response tendencies across similar situations a. motivation b. emotion c. empathy d. personality e. involvement

personality

______ motives emphasize the individual as striving to maintain equilibrium a. cognitive b. affective c. preservation-oriented d. growth e. leveling

preservation-oriented

In regulatory focus theory, ______ motives revolve around a desire for growth and development and are related to consumers' hope and aspirations. a. promotion-focused b. latent-focused c. manifest-focused d. prevention-focused e. all of the above

promotion-focused

Lebron James believes that the Cleveland Cavaliers are capable of winning the NBA finals. If his team wins the NBA Finals in 2018, Lebron will be very satisfied and happy with his performance in the series. According to Maslow's Hierarchy of Needs, which category would Lebron's feeling of full satisfaction fall under? a. physiological b. safety c. belongingness d. esteem e. self-actualization

self-actualization

Things like music, overcrowding, and ability of employees' help are _______, which are the factors particular to a time and a place that have an effect on consumer behavior a. usage situations b. consumption situations c. temporary situations d. situational influences e. none of the above

situational influences

Purchasing "private" items (e.g., condoms) represents which situational characteristic? This is made worse when the _______ occurs? a. physical surroundings, butt-brush effect b. physical surroundings, personal-space effect c. social surroundings, butt-brush effect d. social surroundings, butt-brush effect e. none of the above

social surroundings, butt-brush effect

The sum of all the physical features of a retail environment is referred to as the ________. a. store situation b. retail ambiance c. retail surroundings d. store atmosphere e. merchandising mix

store atmosphere

WVU has a noon football game. Drinking and celebrating began at 7 am. While these behaviors may not have been practiced decades ago, in 2017 they are considered socially acceptable. This change represents: a. sublimination b. YOLO c. progress d. team spirit e. cognitive preservation

sublimination

Which of the following would be a product that is part of a person's identity? a. health insurance b. tattoos c. washing machine d. a and c are correct e. all of the above

tattoos

Sharon has to purchase a gift for her mother and only has this afternoon to do so because her birthday party is that evening. She's wondering how she will be able to get to the mall in time to pick out the perfect gift. This is an illustration of which situation characteristic? a. physical features b. social surroundings c. temporal perspective d. task definition e. antecedent state

temporal perspective

Situational influence is everything except: a. the consumer b. the product c. the environment d. the consumer + product e. the consumer + environment

the consumer + product

True/False Need for stimulation is an active, external motive

true

True/False You can influence people to have more favorable perceptions of something they hate simply by increasing their exposure to it

true

Instead of featuring any functional benefits of the product or brand in ads for the iPod, this product was introduced by showing a silhouette of a person dancing with the white earbuds and holding a white iPod MP3 player. Which type of advertising appeal does this illustrate? a. one-sided message b. two-sided message c. testimony d. value-expressive appeal e. utilitarian appeal

value-expressive appeal