consumer behavior- exam 3- quiz questions

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Which is an example of​ anthropomorphism?

a car owner thinks that his car is cool and fun. he sometimes talks to it as a friend

According to this​ chapter, marketers segment consumers based on contemporary psychographic​ research, which includes categories of variables such as​ ____________

activities, interests, opinions

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

believers

The Pillsbury Doughboy and the Jolly Green Giant are examples of​ _______

brand personalities

Taco​ Bell's very successful decision to offer tacos produced with Dorito brand shells is an example of which strategy described in this​ chapter?

co-branding

Marketers often need to understand ​consumers' behavior rather than a​ consumer's behavior. For​ instance, ______________ is a situation in which more than one person chooses the products or services that multiple consumers use.

collective decision making

When using the​ ________ rule of decision​ making, a consumer evaluates brands on the most important​ attribute, but specific cutoffs are imposed.

conjunctive

The alternatives actively measured during a​ consumer's choice process are the​ ________ set.

consideration

Due to​ ______________, a consumer is more likely to comply with a requirement than to make the effort not to comply.

default bias

The famous psychologist Sigmund Freud proposed that much of​ one's adult personality stems from a fundamental conflict between a​ person's ________________ and the necessity to function as a responsible member of society.

desire to gratify his or her physical needs

Lee-Ann Wang is young and enjoys risky activities such as​ skydiving, bungee​ jumping, and snowboarding. To which of the following VALS2TM groups would​ Lee-Ann most likely​ belong?

experiencers

Neuromarketing refers to the use of MRI tools that try to understand and then apply a human decision​ maker's multiattribute preferences for a product category.

false

People often make decisions on the basis of mental accounting. One facet of this accounting is making a decision based on the way a problem was posed. This is called​ ________.

framing

A mental or​ problem-solving shortcut to make a decision is called​ a(n) ________.

heuristic

Patti believes that price and quality are closely related for some product categories. When she buys​ makeup, for​ example, she always buys the most expensive of her choices. Which term applies to​ Patti's shortcut to decision​ making?

heuristics

Based on motivational​ research, which of the following consumption motives most likely explains a​ person's motivation to purchase gourmet​ foods, foreign​ cars, cigarette​ holders, or​ perfume?

individuality

Luke works for a small​ start-up bank. The organizational structure is flat and collective decision making is the norm. He is fed up with the​ firm'' copying​ machine's constant breakdowns and approaches his fellow employees about purchasing a new one. What is​ Luke's role in this​ decision?

initiator

The VALS2 group that has the highest degree of resources and innovation is termed the ________. This group is concerned with social issues and is open to change.

innovators

A​ consumer's ________ refers to the various ways the consumer decides to invest time and money and how these consumption choices reflect his values and tastes.

lifestyle

According to the​ ________ rule, a product with a low standing on one attribute cannot make up for this position by being better on another attribute.

noncompensatory

The concept of ​________ refers to a​ person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.

personality

Marketing strategies based on personality differences have met with mixed​ success, partly because of the way researchers have measured and applied these differences in​ ________ to consumption contexts.

personality traits

A consumer can recognize problems as either an opportunity or a need. How should promotions differ between those emphasizing opportunities and those emphasizing​ needs?

promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased

According to​ ________, utility is defined in terms of gains and losses.

prospect theory

When the ego tries to balance opposing​ forces, it uses the​ _______

reality principle

The laundry detergent Cheer was once advertised as​ "all-tempa-Cheer," with the promise that it was effective regardless of water temperature.​ Today, its ads promote it for its​ color-safe properties. Which strategy was involved in developing the​ brand's new​ personality?

repositioning

A decision strategy that seeks to deliver an adequate solution rather than the best possible solution is referred to as​ ____

satisficing

The​ ________ is the counterweight to the id. This system is essentially the​ person's conscience. It internalizes​ society's rules​ (especially as parents teach them to​ us) and tries to prevent the id from seeking selfish gratification.

superego

Young teenage girls are very heavy users of makeup​ (especially eye​ shadow). Though the size of this market is smaller than the larger adult​ market, marketers have learned that the consumption pattern is very heavy and these young women experiment with many varieties of products. This market most closely resembles which of the following​ principles?

the 80/20 principle

Les just bought a megaphone of root beer. As he drinks from the giant​ cup, he eventually becomes full. One of his​ friend's comments,​ "If you​ don't stop drinking that​ stuff, you will get​ sick." Les​replies, "Hey, I bought​ it, and I am not going to waste one drop of​ it." Les's behavior best illustrates​ _______

the sunk-cost fallacy

An advertisement emphasizes that if a consumer uses a certain​ deodorant, he or she will not offend other people and will not cause problems in the workplace because of​ "bad body​ odor." What part of the Freudian system is this ad appealing​ to?

the superego

Esso​ (now Exxon in the United​ States) used the work of Ernest Dichter to influence its​ "Put a Tiger in Your​ Tank" ad campaign. Which of the following conclusions formed the rationale for the famous​ campaign?

the tiger supplies powerful animal symbolism and it contains vaguely sexual undertones

It is possible to use psychographics to identify distinct segments even for mundane products such as soap.

true

Consumer researchers have adapted some of Sigmund​ Freud's ideas. In​ particular, his work highlights the potential importance of​ ________ that​ influence(s) our purchases.

unconscious motives

Jim sees himself as being​ confident, powerful, and heroic. According to the BrandAsset Archetypes model developed by ad agency Young​ & Rubicam, Jim would be classified as a​ ___

warrior


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