CONS- final pt.1

___A___ is a marketing principle that theorizes that __B___ (a small group of most frequent purchasers_ of a product contribute to the majority of the product sales, while the rest of the consumers only account for a small portion of the sales

A. 80/20 rule B. heavy users

____A_____ threshold is the minimum amount of stimulation that consumers are able to detect on a given sensory channel. On the other hand, ___B___ threshold represents the level of consumer ability to detect change or differences between two stimuli. Here, the minimum level of difference that consumers can detect between two stimuli is called ___C___

A. Absolute B. Differential C. Just noticeable difference

What type of learning theory emphasizes that people are problem solvers who actively use information from the world around them to master the environment?

Cognitive learning theory

Which term refers to sensations that subtly influence how we think about a product?

Context effect

Size, color, position, and novelty are all strategies for creating which of the following?

Contrast

Which of the following is the correct description of the process of consumer perception

Exposure → attention → interpretation

Much learning takes effort and time, but some learning is so casual as to be unintentional. This type of learning is referred to as ________ learning.

Incidental

When a product is a part of a user's daily routine the user is said to have a ______ type of relationship with the product

Interdependence

Because the brain's capacity to process info is limited, consumers are very selective about what they pay attention to and tend to select stimuli that relate to their current needs. This type of perceptual filter is called

Perceptual vigilance

If a consumer receives compliments after wearing Obsession perfume, he/she is more likely to keep buying the product and wearing it. What type of instrumental conditioning has occurred in the situation?

Positive reinforcement

1. According to Weber's Law, the ________ the initial stimulus, the greater a change must be for people to notice the change.

Stronger

What is the ultimate purpose of segmenting consumers into smaller groups based on their demographic (age, gender, income) and psychographic (lifestyle) characteristics

To identify our target consumers profile and focus our marketing effort on the target group by positioning

According to the ________, brands can have different types of personalities just like human being, which are created through anthromorphism; this is called brand personality. For example, the brand personality of Lululemon is more active and outdoorsy than that of Lilly Pulitzer. On the other hand, the brand personality of Lilly Pulitzer is more feminine and leisurely than that of Zara.

Trait theory

In consumer marketing, a ____a____ creates a state of tension that drives consumers to attempt to reduce or eliminate, and marketers teach consumers to ____b____ their products to satisfy their ____a____.

a. need b. want

Jullietta went to publix today for grocery shopping. First, she picked up some necessities that were on her shopping list, such as toothpaste, toilet paper, and purified water. This is an example of ____a____ shopping process. After completing the task, she drove the cart toward checkout, and came across with the Valentine's chocolate section - she couldn't help it but threw some chocolates into the cart, because she knew she needed something that could recover her mood after a long day of work. This is an example of ____b____ shopping process.

a. utilitarian b. hedonic

Follower brands who come into the market lately often sell product with packages that are similar to the pioneer brands' product packages, in terms of color, shape, and design. This strategy is called ____a____, and the purpose of this strategy is to give an impression to consumers that their products offer similar functions and qualities with the ones of those pioneer brands, based on consumers' tendency of ____b____.

a.look-alike packaging b. stimulus generalization

Linda named her car, which she drove to work every day, Sylvia. She talked to her friends about the personality traits her little car seemed to have. Linda has ________ her car.

anthropomorphized

When Coke weaves a sound into a piece of music, the advertisement is using

audio watermarking

According to the VAL system, consumers that have strong principles and favor proven brands are considered ________.

believers

Classical conditioning takes place when a(n) ________ is continuously matched with a(n) ________.

conditioned stimulus; unconditioned stimulus

Which of the following is the correct description of the sequential process where one's memory is saved and then activated by stimuli?

encoding-storage-retrieval

According to the service expectation model, consumers have a certain level of expected service quality prior to receiving the service, and through actually receiving the service, they finally get to have perceived service quality. Consumer researchers proposed that the gap between the expected service quality and the perceived service quality determines whether consumers are satisfied/dissatisfied with the service. The consumer theory that is most relevant to this model is ________.

expectancy theory

Most Freudian applications in marketing relate to the product's supposed________

sexual symbolism

Halo effect is based on consumers' tendency of ________, which applies their pre-existing perceptions toward stimuli in interpreting the other traits of the stimuli. Utilizing this halo effect, marketers sometimes use family branding, licensing, or product line extension strategies, which are in common that they try to make consumers apply the same image/quality expectation to the new product/brand based on what they had toward the original product/brand.

stimulus generalization

Stimulus generalization refers to ________

the tendency of stimuli similar to a conditioned stimulus to evoke similar, conditioned responses