Consumer Behavior Exam 2
Freud's theory of personality includes the ________.
All of these: Super ego, id, and ego
Many ________ cultures stress the importance of a collective self, in which an individual's identity is derived in large measure from his or her social group.
Eastern
What does the sleeper effect suggest about source credibility?
The effectiveness of positive sources over less positive sources can be erased over time.
T/F: A Doppelganger brand image is when a product looks like the original but in fact is a critique of it.
True
Which statement best explains the research findings about using two-sided messages to communicate with consumers?
Two-sided messages can be quite effective, yet marketers rarely use them.
Which of the following general attitude functions is most closely related to the basic principles of reward and punishment?
Utilitarian function
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 route
The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad?
a person and his or her perceptions
The ____ refers to our more realistic appraisal of the qualities we have and don't have
actual self
a story about an abstract trait or concept that tell about a person, an animal, a vegetable, or an object
allegory
starving one's self in quest for thinness
anorexia
According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures.
archetypes
________ are universally recognized ideas and behavioral patterns.
archetypes
a person's subjective evaluation of the physical self
body image
binge eating, followed by purging
bulimia
the person who actually makes the purchase
buyer
what are the three types of decision making?
cognitive, habitual, affective
proposes that an emotional reaction is just the last step in a series of cognitive processes that follows sensory recognition of a stimulus and retrieval of information from memory that helps to categorize it
cognitive-affective model
lowest level: consumer forms attitude because it gains rewards or avoids punishments
compliance
people consider other people's views when making product decisions
consensus
people look for consistency in communication of Ad information
consistency
a set of products and activities used by consumers to define, communicate, and perform social roles
consumption constellation
exaggerating the negative aspects of behaviors that will interfere with the ultimate goal
counteractive construal
original country from which a product is produced; it can be an important piece of info in the decision making process
country of origin
assumed associations among events that may or may not actually influence one another
covariation
_____ refer to subtle cues in an Ad message that diminishes the message's credibility
disclaimers
we act on the basis of our emotional reactions
experiential hierarchy of effects
the use of products and services to enhance self image
extended self
Source's knowledge is not accurate
knowledge bias
need for order, structure, or meeting
knowledge function
Both Justin and Craig are business majors and live in the same dorm, but Justin's room looks like a Cabela's showroom, with fishing trophies and lures on the wall and pictures of fishing trips across the study desk, while Craig's room features posters if his favorite musical group and stacks of CDs. The different between the two rooms reflects a difference in ________ between Justin and Craig.
lifestyle
people listen to people they are attracted to or like
liking
imagining how other people see you
looking-glass self
we emphasize losses more than gains
loss aversion
person is asked for a small favor and is informed after agreeing to it hat it will be very costly
low ball technique
Placing two dissimilar objects into close relationshops
metaphor
assume that consumers' attitude toward an Ao depends on the beliefs they have about several attributes
multi-attribute attitude models
your realistic appraisal of your self
real self
Researchers have added to the original Fishbein multiattribute model. The name of this extended-Fishbein model is the ________.
theory of reasoned action
the use of the different media to tell stories about products
transmedia storytelling
relates to rewards and punishments
utilitarian function
Expresses consumer's values or self-concept
value-expressive function
_____ theory considers how a person perceives relations among different attitude objects, and how he alters his attitudes so that these remain consistent
balance
________ considers how people perceive relations among different attitude objects, and how they alter their attitudes to remain consistent.
balance theory
a person's feeling about his or her body
body cathexis
facial attractiveness and mental aptitude
body content
an obsession with perceived flaws in a person's appearance
body dysmorphic disorder
companies team up to promote or more products
co-branding
the theory of ___________ explains that when we do have inconsistent attitudes and behaviors, we will find some way to rectify the dissonance and bring our attitudes and behaviors back into consistency
cognitive dissonance
can serve as a shortcut as can higher prices, which consumers may assume suggest higher quality
familiar brand names
america's obsession with weight. this has led to body image distortion
fattism
use moderate threat (_____) and present a possible solution to the problem
fear
______ is when we provide people with info about their actions in real time, and then give them a chance to change those actions so that you push them to improve
feedback loop
Consumer is more likely to comply with a request if he has first agreed to comply with a smaller request
foot in the door technique
the person who conducts the info search and controls the flow of info available to the group
gatekeeper
promotional strategies that use unconventional means and venues to encourage word-of-mouth about products
guerrilla marketing
Assuming that people who are high on one attribute also excel on other factors as well
halo effect
assumes that a person approaches a product decision as a problem-solving process
high involvement hierarchy
use _____ appeal to discourage counter-arguing, and increase the acceptance of the message
humorous
According to Freud, the part of the personality that seeks immediate gratification is called the ________.
id
mid-level: attitudes formed in order to conform to anther person or group
identification
argues that affect and cognition are separate systems so that its not always necessary to have a cognition to elicit an emotional response
independence hypothesis
the person who tries to sway the outcome of the decision
influencer
the person who brings up the idea or identifies the need
initiator
what are some personality traits relative to consumer behavior?
innovativeness, materialism, self consciousness, need for cognition, frugality
we are reluctant to waste something we have paid for
skunk-cost fallacy
______ is when after a while, people appear to "forget" about the negative source and change their attitudes anyway
sleeper effect
We assimilate new information about attitude objects in light of what we already know/feel
social judgement theory
_____ refers to message source's physical appearance, personality, social status, or similarity
source attractiveness
______ refers to message source's (spokesperson's) expertise, objectivity and trustworthiness
source credibility
According to a major study of more than 1,000 commercials, the single most important factor in whether a commercial will be persuasive is whether the communication ________.
stresses a unique attribute of benefit of the product
the system that internalizes society's rules and that works to prevent the id from seeking selfish gratification
super ego
the idea that relationships with other people play a large part in forming the self
symbolic interactionism
T/F: Self concept refers to the beliefs a person holds about his or her own attributes and how he or she evaluates these qualities
True
T/F: Social comparison is a basic human tendency
True
T/F: Studies suggest that men and women who are exposed to beautiful models in advertisements are likely to alter their perceptions of their own body shapes
True
T/F: The reality principle finds ways to gratify the id that are acceptable to the outside world.
True
compares two objects as being alike
simile
how you will like to be
idealized self
highest level: deep seeded attitudes become part of consumer's value system
internalization
T/F: Lifestyles are identified by a convergence of personality, product and setting
True
T/F: Roxanne is one of Canada's top female models. Because of her beauty, most of Roxanne's admirers also assume that is intelligent, wealthy, and happy with her life. This is an example of the social adaptation perspective.
False
T/F: Lifestyle profiles look for items that differentiate between users and nonusers of a product.
True
Instead of spending the weekend working on the research paper due at the end of next week, Andrew decided to spend the weekend going out with friends. According to Freudian theory, which system dominated in Adam's decision?
The id
T/F: According to the 80/20 rule, only 20 percent of a product's users account for 80 percent of the volume of product a company sells.
True
T/F: Ideals of male beauty are based on facial features, musculature, and facial hair
True
T/F: Identification occurs when we form an attitude to conform to another person's group's expectations
True
T/F: It is possible to use psychographics to identify distinct segments even for mundane products such as soap.
True
T/F: Janice feels that she makes many of her decisions based on the fact that she is an introvert. Introversion seems to affect her taste in clothes, outside activities, and even her independence. Janice is making consumption decisions based on a personality theory called trait theory.
True
Messages that fall within the latitude are deemed consistent even if they are not
assimilation effects
________ is a lasting, general evaluation of people, objects, advertisements, or issues.
attitude
a lasting, general evaluation of people, objects, advertisements, or issues
attitude
anything toward which one has an attitude
attitude object (AO)
The functional theory of attitudes was initially developed to explain how ________.
attitudes facilitate social behaviors
people do listen to authority figures or culturally respected people
authority
Rudi Gonzalez sees himself as being handsome rather than intellectual Which of the following self-concept dimensions best applies to Rudi's view of himself?
content
messages that fall outside our latitude of acceptance are rejected even if they are not that different
contrast effects
The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________.
credibility and attractiveness
person is first asked to do something extreme (which he refuses), then asked to do something smaller
door in the face technique
the system that mediates between the id and superego
ego
protect ourselves from external threats or internal feelings
ego-defensive function
use _____ appeal to create an attractive and good feeling about the product
emotional
the part of the brain that we use for important decision making, including moral judgements, can be worn down or distracted even by simple tasks like memorizing numbers
executive control center
Lee-Ann Wang is young and enjoys risky activities such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2™ groups would Lee-Ann most likely belong?
experiencers
The big five personality dimensions
extroversion, agreeableness, conscientiousness, neuroticism (emotional stability), openness to experience
assumes that the consumer initially doesn't have a strong preference for one brand over another; instead, he or she has bought the product
low involvement hierarchy
Marketers' use of wireless devices to promote goods and services
m-commerce (mobile commerce)
Situations in which people tend to donate more money when they feel the pain or have to suffer a bit for the course
martydom effect
framing a problem in terms of gains/losses influences our decisions
mental accounting
shows that people are more likely to cheat, lie, or even commit fraud in the afternoon than in the morning
morning morality effect
Digital messages that blend into a publication's editorial content
native advertising
identifiable characteristics that define a person
personality traits
the belief that behavior is guided by the desire to maximize pleasure and avoid pain
pleasure principle
Strategic Implementation of Product Categories
position a product, identify competitors, create and exemplar, locate products in store
Steps in the decision making process
problem recognition, info search, evaluation of alternatives, product choice, post
the view that products in different functional categories have symbolic meanings that are related to one another
product complementarity
risk differs when we face gains vs losses
prospect theory
use ______ appeal in a "thinking ad" to encourage customers to rationally evaluate a product
rational
the use of popular culture elements to promote products
reality engineering
principle that the ego seeks ways that will be acceptable to society to gratify the id
reality principle
consumers are likely to respond to a product Ad if you give them some incentives
reciprocity
Source has the required knowledge, but unwilling to convey it
reporting bias
Elizabeth created a print ad in which the coach of a football team was shown standing out in the middle of a hay field. The text read, "UNR's Coach Roberts....outstanding in his field." Elizabeth was using a literary device called ________.
resonance
literary play on words with a relevant picture
resonance
what are the three components of attitudes that the Fishbien model measures
salient beliefs, object, evaluation
consumers pay attention to product information when the product is scarce
scarcity
the positivity of your self-concept
self esteem
a belief that a person holds about his or her personal attributes
self-concept
use a ______ appeal when the product is sex related
sex
A situation in which product users endorsements show up in a firm' advertising
shared endorsement
