MKTG331

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 role

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

A large gap between their real and ideal selves

Our more realistic appraisal of the qualities we have.

Actual self

Many consumer decisions are driven by emotional responses to products. These raw emotional reactions are called __________. E.g., Zumba did not do well when it was sold as a workout. It became a sensation when it was marketed as a thrilling dancing emotion. "Ditch the workout; join the party!"

Affect

The degree to which we defer to other people.

Agreeableness

Which of the following explains why people decorate or mutilate their bodies?

All of these

Which of the following is true of the Principle of Cognitive Consistency?

All of these

Mary Chen is torn between going home for the holidays to visit her parents in Tennessee or going on a skiing trip with her friends from college. Mary would love to be able to do both. Which of the following motivational conflicts will Mary most likely experience as she makes her decision?

An approach-approach conflict

Orphan

Angel

"Motel 6 is a dumpy motel chain, we're charged, but bedbugs stay for free!" or "Aldi is kind to my pocket." or "People with PhDs are smart." or "I prefer Crest to Colgate." or"Politicians are slimy." or "Brushing teeth at least twice a day is a must do." are examples of _______________.

Attitudes

The brands Volvo, Google, Intel, and Microsoft are high on which of Jennifer Aaker's brand personality dimensions?

Competence

The level of organization and structure a person needs.

Conscientiousness

Products/brands such as Harley Davidson & Apple, that command fierce loyalty, devotion and even worship by consumers are called ________.

Cult products

According to the New Yorker article by Fan (Chronicles of a Bubble-Tea Addict), "The whole trajectory of my life in America has involved navigating _____________, most of which were far more intimidating than boba."

Cultural symbols

Which of these is NOT a component of an attitude?

Demand

Seth Hernandez is sitting in a class that precedes lunch. His stomach begins to rumble and grumble. Instead of thinking about the day's lecture, Seth begins to think about lunch and his choice of places to eat. He even begins to narrow down the selection of foods that he might want for lunch. Seth is focusing on biological needs that are at present unfulfilled and have produced what might be thought of as an unpleasant state of arousal and has a desire for a state of balance called homeostasis. Which of the following theories best describes Seth's experience?

Drive Theory

More intense and often relate to a specific triggering event such as receiving an awesome gift (e.g., Disney Vacations, Hallmark greeting cards).

Emotions

Valenced (i.e., positive or negative) reactions to events and objects that are not accompanied by high levels of physiological arousal. Accompanied by low levels of arousal (e.g., rating a movie or show).

Evaluations

Bill was a mortuary worker who noticed that there seemed to be a social class difference in what people placed on the graves of departed family members. What Bill observed was a class difference in how people manifest the relationship between external objects and the ________ self.

Extended

How well a person tolerates stimulation from people.

Extroversion

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

Face

A fictional character created to represent a user type that might use a site, brand, or product in a similar way (e.g., Millennial Molly), which marketers may use to be representative of specific segments is called a character.

False

Femvertising is the adaptation of sex-typed products to the opposite gender.

False

In South Korean shopping malls, teenage girls line up at photo machines that provide high-tech makeovers, including glamor lighting, a hair-blowing breeze, and virtual plastic surgery. If one of these girls sends a photo from this machine to her boyfriend, she is expressing the actual self state.

False

Jackie, Hyde, & Kelso are the same age, same ethnicity, live in the same town, work for the same company...however, Jackie spends her bonus on an all-inclusive skiing trip to Colorado, Hyde spends it all on a state-of-the-art home theater system, whereas Kelso is planning on saving the money. This highlights psychological/personality similarity, but demographic differences.

False

Rico has decided to change his lifestyle and is loading up on green vegetables in the serving line (rather than fries). He knows that the nutritional value of the fresh green vegetables will be great for his health. Rico is satisfying hedonic needs with his actions.

False

Superego is based on the pleasure principle (maximize pleasure, minimize pain).

False

Terminal values are the means by which we achieve our end goals. Instrumental values are defined as our end goals (or desired end-states).

False

The following is an example of upward comparison: "My father was not educated. I wanted to go off to graduate school. In choosing a graduate school, my primary prerequisite was that it had to be as far as my car could take me from him. I drove from New York to California. I would've gone to Hawaii if they had a bridge! I had no idea then that the world could be so mercenary. I was a very naive and idealistic young man. I had this need to be seen as educated, knowledgeable, and sophisticated - all the things my father was not, and I wanted to be - all the things I looked for in smoking."

False

The new GMC Hummer EV is targeted to people who exhibit one of the 5 brand personality dimensions predominantly: Sincerity.

False

The elements of the self-concept that reflect sex-roles and one's private sense of being male or female.

Gender Identity

Gun Goddess sells feminine accessories to women who own or use firearms. This is an example of ______________.

Gender-bending

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

Our conception of how we would like to be.

Ideal self

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

Importance Weights

What level of its target market's extended self is Cesar® Canine Cuisine appealing to with its promotions?

Individual

Sally always buys Coca-Cola out of habit, which is an example of _________.

Inertia

Trickster

Jester

The process of imagining others' reactions, or "taking the role of the other."

Looking-glass self

Which of the following techniques do political campaigns adopt when asking for donations?

Low-ball

Sorcerer

Magician

Temporary positive or negative affective states accompanied by moderate levels of arousal. These tend to be unfocused and not necessarily linked to a particular event (e.g., Snickers, Coca-Cola's 'Happiness Starts With A Smile').

Moods

The processes that lead people to behave as they do, centered around need arousal and need satisfaction are called _________.

Motivation

Helping others as a way to resolve one's own negative moods (e.g., stand-up comedians, UNICEF & child hunger).

Negative state relief

How well a person copes with stress.

Neuroticism

The degree to which a person is open to new ways of doing things.

Openness to experience

Mechanical or electrical goods such as vehicles or flammables, drugs and medical treatment, and food and beverages are most sensitive to this kind of perceived risk in consumer behavior.

Physical Risk

People believe they are more intoxicated when they drink alcohol mixed with energy drinks (even though it does not possess any chemical to increase intoxication). These same people believe that intoxication increases sexual disinhibition, increases sexual self-confidence, and leads to more successful sexual advances. This is the manifestation of ______________.

Placebo Effect

This product is centered around which of the following consumption motives?

Power-masculinity-virility

Joe was told by his mother that he needed to get a gift for his aunt's birthday. However, Joe had only met his aunt once before and hardly knew her. He was walking through a mall and saw a candy specialty store. He entered and looked at the selection without much interest. He was about to select a box of chocolates for his aunt simply because it was cheap when he remembered that his new girlfriend Julie loved chocolate. Joe really liked Julie. He began to inspect each box of chocolates carefully, trying to find evidence of quality. Which type of involvement explains Joe's change of behavior?

Purchase Situation Involvement

Inspirational stories that manipulate our emotions like a rollercoaster (e.g., Google Search India, Budweiser's puppy & horse commercial).

Sadvertising

A ____________ brand thrives on early introduction, desire for knowledge, and sharing knowledge. It is seen as a Guru, mentor, guide, teacher, and helper. It gives guidance on path of life's journey and provides answers and a way forward. Customers look up to these brands and admire their wisdom. They are trying to absorb all the knowledge such a brand provides and often are motivated to dig deeper themselves.

Sage

Hermit

Sage

Which of the following needs from Maslow's hierarchy is addressed by the U.S. Army's advertising slogan "Be all you can be"?

Self-Actualization Needs

The elements of the self-concept that relate to whom one is romantically or sexually attracted to.

Sexual Identity

The part of the self that our group memberships define. Fundamental groups we belong to: gender, race, religion, age, geography, social class, etc.

Social Identity

A group whose members share significant beliefs and common experiences that set them apart from others. E.g., Hardcore Punk, Hippie, HOG member, Straight Edge, Crackhead, Drag Queen, Geek, Gamer, Queer, etc.

Subculture

For service brands (insurance in particular), a duck, Flo, a gecko lizard, an emu, or Mayhem lend the brand the quality of ________________.

Tangibility

Which of the following hierarchies of effects does the purchase of a low-involvement product (such as gum or pop) invoke?

Think --> Do --> Feel

A doppelgänger brand image relates to a brand image that looks like the original (e.g., Snapple) but is a critique of it.

True

According to the 2017 Quad consumer insights report on Gen Z shared by your instructor, 9% Gen Z members work full-time whereas 24% work part-time.

True

According to the article by Marketing Dive/Quad, realism is the key to Gen Z marketing.

True

Brand personality is an attribution of anthropomorphism to brands.

True

Dr. Pepper, a dentist, promotes her business by reminding people that dental health is important, while emphasizing "painless" dentistry. This kind of promotion is helping to resolve Dr. Pepper's potential patients' approach-avoidance conflict.

True

It takes more than facial expressions to correctly detect emotion. According to Martinez (2020), it also takes analysis of facial color, body posture, cultural biases, and context of social cues.

True

Lifestyle is a pattern of consumption that reflects a person's choices of how to spend his or her time and money, and these choices are essential to define consumer identity.

True

Princess Telephone, Easy Bake Oven, and Thor's Hammer Vodka are examples of sex-typed products.

True

Teenagers vaping, Gen Z gaming, and Boomers traveling are manifestations of symbolic self-completion theory.

True

The COVID-19 pandemic has given rise to a new persona called the Office Shifter.

True

The COVID-19 pandemic has sent more than 50% of all 18- to 29-year-olds in the US back home to live, surpassing numbers from the Great Depression era, according to Pew Research Center.

True

The symbolic self-completion theory suggests that people who have an incomplete self-definition will tend to complete this identity by buying products that are associated or symbolic of their self-definition.

True

The theory of cognitive dissonance 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.

True

The manifestation of one's self in the digital world of e-commerce, e-mail, social networking, and virtual worlds.

Virtual Identity

The following visuals highlight ___________ in marketing.

product complementarity

Destroyer

warrior