Comm 320- Chapter 5

Life-Stage

A circumstantial variable, such as when a family's youngest child moves away from home, which changes the consumption patterns of the family

Habit

A decision-making mode in which consumers buy a single brand repeatedly as a solution to a simple consumption problem

Brand Loyalty

A decision-making mode in which consumers repeatedly buy the same brand of a product as their choice to fulfill a specific need

Variety Seeking

A decision-making mode in which consumers switch their selection among various brands in a given category in a random pattern

Multi-Attribute Attitude Models (maams)

A framework and set of procedures for collecting information from consumers to assess their salient beliefs and attitudes about competitive brands

Taste

A generalized set or orientation to consumer preferences

Community

A group of people loosely joined by some common characteristic or interest

Stratification (social class)

A person's relative standing in a social system as produced by systematic inequalities in things such as wealth, income, education, power, and status

Need State

A psychological state arising when one's desired state of affairs differs from one's actual state of affairs

External Search

A search for product information that involves research, visiting stores, seeking input from friends and relatives

Salient Beliefs

A small number of beliefs that are the critical determinants of an attitude

Celebrity

A unique sociological category that matters a great deal to advertisers

B--The culturally constituted world is the world of everyday life from which the advertising and fashion systems draw meaning to invest into the goods and brands they are advertising. See pg. 201-203.

According to the McCracken model of meaning transfer, meaning moves from the ______________ to the goods that consumers use through various institutions like the advertising and fashion system. A. individual consumers B. culturally constituted world C. consumer goods D. institutions of meaning transfer

False--In addition to being a matter of fact, a belief can be highly subjective in nature. See pg. 179.

According to the multi-attribute attitude models (MAAM), a belief can only be matters of fact such as a 12-ounce Pepsi has 150 calories. True or false?

Advertising Clutter

An obstacle to advertising resulting from the large volume of similar ads for most products and services

Attitude

An overall evaluation of any object, person, or issue that varies along a continuum, such as favorable to unfavorable or positive to negative

False--Family is actually a very good predictor in that the brands that a parent chose are often the same brands their children will choose when they leave home during adulthood. See pg. 193.

For everyday household goods like toothpaste, toilet paper, cleansers, and even cars, the family that one is raised in is not a very good predictor of what brands one will choose as an adult. True or false?

Beliefs

From a social psychology perspective, _____________ provide a foundation for the individual's attitudes toward a brand?

Brand Communities

Groups of consumers who feel a commonality and a shared purpose grounded or attached to a consumer good or service

D--Cognitive responses are the thoughts that occur to individuals at that exact moment in time when their beliefs and attitudes are being challenged by some form of persuasive communication. See pg. 182.

Jason sees an advertisement for Fox News that states that it is truly fair and balanced, and he thinks that two immediate thoughts: first, "Fox News is an oxymoron" and second, "fair and balanced my Aunt Fanny!" These thoughts are known as _________. A. cognitive consistency B. selective attention C. advertising clutter D. cognitive responses

False--Limited problem solving occurs when both experience and level of involvement is low, and habit or variety seeking occurs when experience is high and involvement is low. See pg. 174.

Limited problem solving occurs when the customer has a high level of experience with the product in question but a low level of involvement. True or false?

Extended Problem Solving

Low experience, high involvement

Limited Problem Solving

Low experience, low involvement

A--Consumers want to believe that they have made the right decision once an item is purchased, and some of them will develop anxiety or regret after making that decision, leading them to seek out additional information in order to resolve their cognitive dissonance.

Olivia is a young mother whose little girl is six months old. She has recently purchased a stage 2 car-seat and installed it in her car. For several weeks after purchasing the seat, Olivia has continued to look at other brands of car-seats, gathering information from manufacturers and retailers as well as consumer reviews so that she will feel better about the brand decision she made. Olivia is most likely experiencing ______________. A. cognitive dissonance B. brand attitude development C. customer satisfaction D. cognitive response

Rituals

Repeated behaviors that affirm, express, and maintain cultural values

False--Rituals are often-repeated formalized behaviors involving symbols which include such activities as Thanksgiving, graduations, and other holidays, but they also may occur on a daily and mundane basis as in our daily grooming, eating, and greeting rituals. See pg. 188-189.

Rituals include all those activities like Thanksgiving, high school graduations, and birthdays that occur on a yearly or otherwise occasional basis. True or false?

Internal Search

Search for product information that draws on personal experience and prior knowledge

True

Stratification refers to systematic inequalities in things such as wealth, income, education, power, and status. True or false?

Brand Attitudes

Summary evaluations that reflect preferences for various products and brands

Cognitive Dissonance

The anxiety or regret that lingers after a difficult decision

False--The consumer decision-making process does not end with purchase; rather, the consumer continues the decision-making process with the evaluation of the purchased product, potentially continuing the information search process, in order to determine her level of satisfaction and probability of purchasing the item again. See pg. 171-172.

The consumer decision-making process ends with the purchase of the product and brand the consumer has evaluated, and then chosen to fulfill her needs. True or false?

Values

The defining expressions of culture, demonstrating in words and deeds what is important to a culture

Involvement

The degree of perceived relevance and personal importance accompanying the choice of a certain product or service within a particular context

Peripheral Cues

The features of an ad other than the actual arguments about the brand's performance

Beliefs

The knowledge and feelings a person has accumulated about an object or issue

Cognitive Consistency

The maintenance of a system of beliefs and attitudes over time; an obstacle to advertising

Selective Attention

The processing of only a few advertisements among the many encountered

Evaluative Criteria

The product attributes or performance characteristics on which consumers base their product evaluations

Consideration Set

The subset of brands from a particular product category that becomes the focal point of a consumer's evaluation

Cognitive Responses

The thoughts that occur to individuals at the exact moment in time when their beliefs and attitudes are being challenged by some form of persuasive communication

Consumer Behavior

Those activities directly involved in obtaining, consuming, and disposing of products and services, including the decision processes that precede and follow these actions

Emotional Benefits

Those benefits not typically found in some tangible feature or objective characteristic or a product or service

Functional Benefits

Those benefits that come from the objective performance characteristics of a product or service

True

Typically, a consumer has about 5 to 9 beliefs, known as salient beliefs, that underlie his or her attitude toward a brand. True or false?

Culture

What a people do--the way they eat, groom themselves, celebrate, mark their space and social position, etc

Meaning

What an advertisement intends or conveys

B--A high involvement, high prior experience problem solving process that leads to the repeated purchase of a single brand to fulfill certain needs is known as brand loyalty. See pg. 176.

What is brand loyalty? A. Typified by high involvement and low prior experience, leading to the repeated purchase of a single brand to fulfill certain needs. B. Typified by high involvement and high prior experience, leading to the repeated purchase of a single brand to fulfill certain needs. C. Typified by high involvement and high prior experience, leading to the repeated purchase of a single brand as a solution to a simple consumption problem. D. Typified by low involvement and high prior experience, leading to the repeated purchase of a single brand as a solution to a simple consumption problem.

False--Possession rituals occur when individuals attempt to make something their own. See pg. 203.

When a family purchases a new home, they immediately begin to make it their own by painting the walls, making minor changes to various rooms, and even completely cleaning the carpets even though they have obviously already been cleaned recently. The family is engaging in a set of exchange rituals in order to transfer meaning from the house to the family (and vice versa). True or false?

A--Gender is the sociocultural expression of sexual identity, sexual preference or both. See pg. 197.

When marketers ask a question concerning whether or not men and women are really all that different in any meaningful way when it comes to the consumption of their products or brands, they are most concerned with the question of ___________. A. Gender B. Politics C. Race & ethnicity D. Community

Inter-generational Effect

When people choose products based on what was used in their childhood household