CONSUMER BEHAVIOR MIDTERM CH 1-7
Marketing analysts have questioned whether existing measures accurately assess the various dimensions of an ad's memorability. For instance, a ______ can occur when a person forgets information or retains inaccurate memories.
memory lapse
___________ has been compared to chemical dependency by some psychologists
Social media addiction
Diapers come in pink versions for girls and blue for boys. This is an example of _____ distinction in product marketing.
gender
Contemporary research on novel consumption experiences indicates that even when we decide to do unusual things (like eating bacon ice cream), we might do so because we have a ________.
productivity orientation
According to this chapter, marketers segment consumers based on contemporary psychographic research, which includes categories of variables such as ______________.
activities, interests, and opinions
This group is characterized as the largest minority market in the United States.
Disabled people
What was Life is Good's social cause related to?
Helping children
The financial bottom line, social bottom line, and environmental bottom line are all elements of __________________________.
Triple bottom-line orientation
The ________ is a person's conception of how he or she would like to be, whereas the ________ refers to our more realistic appraisal of the qualities we do and don't have.
ideal self; actual self
Weber's Law is an important concept to consider when dealing with markdowns or sales. For instance, if a retailer believes that a markdown should be at least 20 percent for the reduction to make an impact on shoppers, it should cut the price on a pair of socks that retails for $10 to $8 (a $2 discount) for shoppers to realize a difference. However, a sports coat that sells for $100 would not benefit from a $2 discount; the retailer would have to mark it down _______ to achieve the same impact.
$20
Many societies expect males to pursue ________ goals, which stress self-assertion and mastery. However, they teach females to value ________ goals, such as affiliation and building harmonious relations.
agentic; communal
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.
Ginny is waiting to have her hair done at a salon. After leafing through magazines full of images of beautiful models, she begins to feel a bit insecure about her appearance. What function did the models in the magazines serve?
A point of social comparison
Gender identity is an important component of a consumer's self-concept. Which of the following is an example of a sex-typed trait?
A teenage girl putting on lipstick before a date
The model for L'Orééal cosmetics exclaims, "Because I'm worth it!" This is a marketer's attempt to try to help consumers overcome a(n) ________ conflict by convincing them that they deserve luxuries.
approach-avoidance
________ is the process of learning the value system and behaviors of another culture (often a priority for those who want to understand consumers and markets in foreign countries).
Acculturation
As described in this chapter, _______ parents are hostile, restrictive, and emotionally uninvolved. They strictly censor the forms of media their children view and most often have negative views of advertising.
Authoritarian
Which is not a methodology associated with psychographic studies as described in this chapter?
A gender/occupation study
Marianne watches a shopping channel for at least ten hours each day. Buying items she mostly never uses, she has recently reached the credit limit on all seven of her credit cards. Marianne suffers from which disorder?
Compulsive shopping disorder
Taylor and his young sons have a tradition of watching football together every Sunday. A commercial they used to think was funny now irritates them. What effect has taken place?
Advertising wear-out
According to this chapter, which of the following is true of color as a variable in consumer behavior?
As we get older, our eyes mature and our vision takes on a yellow cast.
When Pat thinks of Cracker Jacks, he can't help but think of hot dogs, baseball games at Fenway Park, peanuts, and Coca-Cola. Which term applies to Pat's linking all these products based on his consumption of them as a youngster?
Associative network
Between 1998 and 2013, Yoplait USA, Inc.'s commitment to breast cancer research raised approximately $35 million from all the organization's donation programs. Which marketing strategy does the company employ?
Cause marketing
When they monitor blips in Google queries for words such as flu and fever, epidemiologists at the Centers for Disease Control can identify specific areas of the United States that have been hit by flu outbreaks even before the local authorities notice a rise in hospital admissions. This is an example of how _______.
Big Data influences what we know and do
A nefarious antibusiness organization plans to introduce poison at the production facility of a major food producer. What misguided strategy does this describe?
Bioterrorism
_______ hijack millions of computers without any trace. Recently we've witnessed numerous hacks of corporate and government databases including Apple, Best Buy, The New York Times, Sony Pictures, and even NASA.
Botnets
_______ is (are) rules of conduct that guide actions in the marketplace; these are the standards against which most people in a culture judge what is right and what is wrong, good or bad.
Business ethics
Which is true concerning consumer laws, statistics, and trends in the use of cosmetic surgery?
Buttock augmentation surgery usually costs about $20,000 in the United States.
This form of learning occurs when a stimulus that elicits a known response is teamed up with a stimulus that initially does not elicit a response on its own. Over time, this second stimulus causes a comparable response because it is linked with the first stimulus.
Classical conditioning
Which Gestalt principle states that people tend to perceive an incomplete picture as complete?
Closure
Many firms attempt to integrate (a) _____ into their processes as it encourages the organization to make a positive impact on consumers, employees, and the environment.
CSR
Excessive and repeated shopping used as an antidote to tension, anxiety, depression, or boredom is called _____________.
Compulsive consumption
Luke often describes himself in terms of the neighborhood and town from which he came. Luke is demonstrating which level of the extended self?
Community level
In the 1970s, Kmart used blue light specials to encourage customers to flock to a particular department having a temporary sale. A spinning blue light activated for approximately 30 seconds, and then an in-store announcement informed shoppers of the special savings in the specific department. Over time, loyal Kmart shoppers learned to flock to the department with the spinning blue light before any announcement of special savings occurred. If Kmart was employing classical conditioning techniques, what role did the spinning blue light play?
Conditioned stimulus
Isaac believes that his technical skills empower him to choose how, when, and even if he will interact with corporations. He's not alone. Today, many people dictate to companies the types of products they want and how, when, and where (or even if) they want to learn about those products. Which term applies to the new environment?
Consumerspace
The Internet enables marketers to both identify and reach market segments with specific product interests, as consumers today share opinions online about everything from Barbie dolls to baseball fantasy league team lineups. Which term best describes these groups of consumers with similar interests?
Consumption community
As described in the chapter, which dimension of self-concept involves such factors as attractiveness and mental aptitude?
Content
Which term refers to a form of performance art in which participants wear elaborate costumes that represent a virtual world avatar or other fictional character?
Cosplay
Which of the following describes one of the greatest challenge faced by Goodwill Industries?
Customer situation changes
_______ tracks specific consumers' buying habits closely and crafts products and messages tailored precisely to people's wants and needs based on this information.
Database marketing
A marketer of a new fragrance decides to focus on young urban women between the ages of 16 and 25 who have above-average discretionary income. On which market segmentation base has this target market been defined?
Demographics
Technology and culture have created a new "always-on" consumer. These consumers grew up "wired" in a highly networked, always-on world where digital technology has always existed. The term for these consumers is which of the following?
Digital natives
Websites sometimes post parodies on YouTube that make fun of brands and advertising. In 2012 dash-2013, CollegeHumor.com sponsored live-action parodies of Dora the Explorer starring Modern Family's Ariel Winter; these were viewed by millions. Which term does the author cite for a posting that looks like the original, but is in fact a critique of it?
Doppelganger brand image
Many organizations focus on establishing relationships with customers. Which scenario best describes the nostalgic attachment relationship a consumer may feel with a product or service?
Each year Martha sends a Currier and Ives Christmas card to her grandchildren because she remembers how much the same brand of card meant to her when she received one annually from her own grandmother.
________ are valenced (for example, positive or negative) reactions to events and objects that are not accompanied by high levels of physiological arousal
Evaluations
________ proposes that expectations of reaching desirable outcomes long dash—positive incentives long dash—rather than being pushed from within can motivate our behavior.
Expectancy theory
Devon often wears the same natural beaded bracelets and island shawls she has worn for the past four years. She believes that they represent her social role and that they have become a part of who she really is. Which term describes when external objects are considered part of self-identity?
Extended self
Which term refers to an application of stimulus generalization when a product capitalizes on the reputation of its manufacturer's name?
Family branding
Which part of the extended self includes a consumer's residence and the furnishings in it? We can think of the house as a symbolic body, and the place where we live often is a central aspect of who we are.
Family level
Terrell is bullied and harassed by his seventh grade classmates because of his excessive weight. He is called demeaning names and is excluded from some friendship groups. Which term is related to his victimization?
Fattism
A television commercial introduces an attractive new automobile. After we see the car in action, the final ten seconds show the vehicle prominently displayed along the waterfront, with a few boats barely visible in the background. According to the Gestalt figure-ground principle, what role does the car play in the final scene?
Figure
________ is an important component of a consumer's self-concept. Therefore, sex roles, or a society's conceptions about masculinity and femininity, exert a powerful influence on our expectations about the brands we should consume.
Gender identity
Bill has been married to Doris for more than 50 years. He can still recall specifics from their first date (their seat numbers and the score of the hockey game). Which term defined in this chapter refers to these vivid associations?
Flashbulb memories
This act of Congress makes it illegal for American executives to bribe individuals to gain business.
Foreign Corrupt Practices Act
Fraternal twins Tony and Tonya have each had their own bedroom since birth. When first brought home from the hospital, Tony was placed in a bassinet in a blue bedroom full of toy trucks and posters of his father's favorite NFL players. Tonya was placed in a bassinet in a pink bedroom decorated with a Barbie theme. This introduction into the home is symbolic of what process that would soon take place?
Gender socialization
________ involves a set of techniques that use geographic and demographic data to identify clusters of consumers with similar psychographic characteristics.
Geodemography
By tailoring the Haight-Ashbury Goodwill store to a specific clientele, Goodwill Industries is utilizing which demographic dimension?
Geography
_______ occurs when companies make false or exaggerated claims about how environmentally friendly their products are.
Greenwashing
This is the term used to describe a Web site dedicated to giving dissatisfied customers a forum to complain about products, services, and companies.
Gripe site
People sometimes experience a form of stimulus generalization that causes them to purchase store brand products packaged similarly to the national brand. "Me too" products often rely on this, as it is associated with classical conditioning. Which term applies?
Halo effect
This word denotes consumption based on multidisciplinary, fantasy, and emotional aspects of consumers' interactions with products.
Hedonic
Some Japanese companies use _______, a philosophy that translates customers' feelings into design elements.
Kansei engineering
Zach is very concerned about how others view him. He spends a great deal of time strategically choosing clothing and other products that will show him in a good light. Zach is actively involved in which process?
Impression management
Trevor plans to purchase his first smartphone. Having never actually sought out product information, he nevertheless thinks he knows quite a bit about smartphones because of commercials and discussions about them with friends. What type of learning did Trevor experience?
Incidental learning
Jessie often states, "You are what you wear," which reflects her belief that one's things are a part of one's identity. Which of the four levels of extended self is described with Jessie's statement?
Individual level
Which term refers to when we learn to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes?
Instrumental conditioning
________ is a person's perceived relevance of the object based on his or her inherent needs, values, and interests.
Involvement
A candy bar producer has determined through research that a 4-ounce candy bar can be reduced by 0.385 ounces without consumers noticing the reduction. If the company exceeded the 0.385-ounce reduction, what would that change represent?
Just noticeable difference
How do they explain their brand?
Knowing who you are and acting like it
_______ is a relatively permanent change in behavior that is caused by experience.
Learning
____________ is the term used to describe the instinct to earn more than we can possibly consume, even when this imbalance makes us unhappy.
Material accumulation
______ refers to the importance people attach to worldly possessions, and the role of business in encouraging this outlook.
Materialism
The United Nations defines a metropolitan area with a total populace of more than 10 million individuals as a ____________. By 2011, there were already 20 such areas in the world.
Megacity
Acquiring information and retaining it over time so that it will be available when we need it is a process called ________.
Memory
Marketers use the term _______ to describe the process of a consumer imitating the behavior of others.
Modeling
Which process occurs when a need is aroused that the consumer wants to satisfy?
Motivation
If you score high on a(n) ________ scale, you would probably respond well to such statements as: "When walking through stores, I find that touching the products is fun" or "After I physically touch and examine a product, I feel more comfortable in purchasing it."
NFT
The deeper meanings of a product may help it stand out from other comparable goods and services. The fascination with Peeps, a creepy little candy chick, demonstrates one of the fundamental premises of the modern field of consumer behavior. This fundamental premise is:
People often buy products not for what they do, but for what they mean.
______________ is the process by which people select, organize, and interpret sensations. Marketers study what we add to these raw sensations to give them meaning.
Perception
Antoine recently received an email from a fraudulent organization that sought his personal financial account information. Recognizing the scam, he deleted the email without providing any information. Which unethical strategy was the company using?
Phishing
What organization benefits from Life is Good's focus on social causes?
Playmakers
Chrissy taught her dog to stay by giving him a treat every time he followed her instruction. Which learning method did she use?
Positive reinforcement
________ is a consumer's level of interest in a particular product. The more closely marketers can tie a brand to an individual, the higher their success will be in this marketing endeavor.
Product involvement
In Japan, it's called kuroi kiri (black mist); in Germany, it's schmiergeld (grease money), whereas Mexicans refer to la mordida (the bite), the French say pot-de-vin (jug of wine), and Italians speak of the bustarella (little envelope). To which still-popular but potentially unethical business practice do these terms refer?
Providing buyers with "gifts" to secure business
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
Which is true of megacities or trends in regional population?
Research shows that by the year 2030 more than 2 billion people will live in slums adjacent to megacities.
Technologies such as Bluetooth connectivity enable consumers to interact with products more intimately, which in turn reinforces their relationships. Which of the following defines a relationship in which the product assists in establishing the user's identity?
Self-concept attachment
A new hotel manager has used her knowledge of consumer behavior to make changes in the experience the hotel provides. When guests arrive, they now hear low-volume classical music, see a plush lobby, and are served complimentary wine while waiting for reception service. Upon entering their room, the light aroma of rose petals greets them, and they are told of the high thread-count linen that will ensure comfortable sleeping. What marketing strategy is the new manager following?
Sensory
The ideal body type of Western women changes over time. These changes periodically cause us to redefine those aspects of the body that distinguish between the sexes. Which term applies to those aspects of the body used by a culture to define beauty?
Sexual dimorphic markers
Timmy wants to earn back his $10/week allowance, which he lost by failing to keep his room clean. His mother has given him a list of five tasks to complete. During the first week, Timmy made his bed every day. His mother gave him $2. As the weeks progressed, Timmy included more of the duties on his list and was awarded incrementally as he moved toward his goal. After six weeks, Timmy was completing all five tasks on a regular basis and began receiving his allowance in full. Which specific behavioral technique did Timmy's mother employ?
Shaping
This book authored by Rachel Carson and published in 1962 focused on the irresponsible use of pesticides.
Silent Spring
Which of the factors that shape customer choices is linked to Goodwill Industries' need to consider consumers' views of thrift stores?
Social
A government study estimates that up to 30% of South Koreans younger than 18 are at risk of Internet addition. Which of the following statements is correct regarding this study?
Some users have literally dropped dead from exhaustion after playing online games for days on end.
Which term refers to consumers' powerful emotional reactions to songs or pictures they have not been exposed to in quite a long time?
Spontaneous recovery
When the U.S. EPA defines _________, it states that everything we need for our survival and well-being depends, either directly or indirectly, on our natural environment.
Sustainability
________ endorse(s) research projects that include the goal of helping people or bringing about social change.
TCR
Many cultures dictate certain types of body decoration or mutilation. The Suya of South America wear ear ornaments to emphasize the importance placed on listening and obedience in their culture. According to researchers, this serves which purpose?
To indicate desired social conduct
According to researchers, every culture dictates certain types of body decoration or mutilation, and each serves a purpose. The Hidates, American Indians of North America, wear feather ornaments that indicate how many people they have killed. According to research, this serves which purpose?
To indicate high status or rank
Decorating the self serves a number of purposes. Which of the purposes identified in this chapter might encourage an urban woman to carry a "mugger whistle" around her neck?
To provide a sense of security
An exchange student from the Middle East is struggling with retaining her authentic culture while still enjoying Western freedom. Which one of the following terms applies to this internal struggle?
Torn self
United Parcel Service is also known as Big Brown. DHL Express carriers are recognizable by their yellow uniforms and trucks. The U.S. Postal Service is associated with the colors red, white, and blue. Which term is associated with the strategy of associating companies with colors or color combinations?
Trade dress
Which of the following is an example of a cultural factor that shapes customer choices?
Traditional items are stocked in stores that sell to a conservative demographic.
A professor at a small private college in New Hampshire that studies buyer behavior has joined with a group of other professors from the area to promote research projects that include the goal of helping people or bringing about social change. In which type of research is the group involved?
Transformative consumer
Life is Good portrays a "triple bottom line".
True
________ is a term used by marketers to describe a desire to achieve some functional or practical benefit, as when a person loads up on green vegetables for nutritional reasons.
Utilitarian
Which of the following is the lifestyle segmentation system developed by SRI International, which utilized psychological and demographic variables to divide U.S. adults into groups with distinctive characteristics?
VALS2
Hello Kitty is a character that was first introduced in Japan in 1974 and made its way onto American products in 1976. Although the brand enjoyed moderate success, in recent years it has become a worldwide phenomenon due to fans across the globe visiting "Hello Kitty" inspired Web sites and sharing their thoughts, feelings, and experiences. Which term best describes the fans involved in this consumer-to-consumer online activity?
Virtual brand community
Consumers experience a range of ________ responses to products and marketing messages; these responses range from evaluations, to moods, to full-blown emotions.
affective
Our satisfaction with the physical image we present to others depends on how closely we think the image corresponds to the "model" our culture values. As described by the author, ________ is a particular model, or exemplar, of appearance.
an ideal of beauty
When marketers study the semiotic perspective, they see that every marketing message has three basic components: _______, a sign (or symbol), and an interpretant.
an object
Consumers experience different kinds of motivational conflicts that can impact their purchase decisions. A person has a(n) ________ when he or she must choose between two desirable alternatives.
approach-approach conflict
Jessie, a college student, is getting ready for spring break. She is considering going home for the holidays, but she has also been offered the chance to go on a skiing trip with friends. She is having a hard time deciding which to do because she wants to do both. This is an example of ________.
approach-approach conflict
Some solutions to ________ conflicts include the proliferation of fake furs, which eliminate guilt about harming animals to make a fashion statement, and the success of diet programs like Weight Watchers that promise good food without the calories.
approach-avoidance
We might face a choice with two undesirable alternatives: for instance, the option of either spending more money on an old car or buying a new one. Marketers call this a(n) ________ conflict.
avoidance-avoidance
The degree to which people share a _______ is a function of individual, social, and cultural forces.
belief system
People choose between competitors largely because of their _______long dash—meanings that have been carefully crafted with the help of legions of rock stars, athletes, slickly produced commercials, and many millions of dollars.
brand images
When a consumer is highly involved with a specific product, this is the Holy Grail for marketers because it means he or she exhibits ________, which is repeat purchasing behavior that reflects a conscious decision to continue buying the same brand.
brand loyalty
When a product or service satisfies our specific needs or desires, we may reward it with many years of _______, which is a bond between product and consumer that is difficult for competitors to break.
brand loyalty
A(n) _______ identifies a need or desire, makes a purchase, and then disposes of the product during the three stages of the consumption process.
consumer
Goodwill Industries' clientele can be best described as "eclectic." This type of classification describes a ________
consumer segment
We associate interrelated sets of products and activities with social roles to form ________.
consumption constellations
Bert's conversation with his partner was about creating optimism in the world is an example of __________________?
corporate social responsibility
Products such as those created by Applelong dash—or Hydrox, Harley-Davidson, Jones Soda, Chick-Fil-A, and Manolo Blahniklong dash—command fierce consumer loyalty, devotion, and maybe even worship by consumers. Market researchers use the term ________ to describe these products.
cult products
Shoppers are willing to pay more for an item when they know exactly where it comes from, and they are assured that "real people" have thoughtfully selected the things from which they choose. This process of _______, which used to refer to the careful selection of pieces to include in a museum exhibit, now applies to a range of consumer products such as food, clothing, and travel.
curation
Consumer behavior is a process. As part of this process, we study _______, which are descriptive characteristics of a population
demographics
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
In one experiment, people who sat in a foul-smelling room judged acts such as lying on a résumé or keeping a wallet found in a parking lot as more immoral than individuals who were asked to make the same judgments in a clean environment. This experiment was a study of the emotion ________, which advertisers now know exerts a powerful effect on our judgments.
disgust
According to research on the study of memory, in the _______ stage, data such as statistics, evidence, facts, figures, etc. enter in a way the system will recognize.
encoding
According to the author, the term used to describe the process of learning the beliefs and behaviors endorsed by one's own culture is ________.
enculturation
Consumer behavior is a process. In the study of this important topic, we learn that the _______ is a transaction in which two or more organizations or people give and receive something of value.
exchange
A ________ places a large sample of respondents into homogenous groups based on similarities in their overall preferences.
general lifestyle segmentation
Researchers believe our experience of touch is much like a primal language, learned before writing and speech. Some researchers have identified the important role the _______ (touch) sense plays in consumer behavior.
haptic
Associations that marketers create between products or services and desired attributes often take on lives of their own as consumers begin to believe that the publicity (or build-up) is, in fact, real. Researchers call this condition _______.
hyper reality
According to semiotician Charles Sanders Peirce, signs relate to objects in several ways. One example is the _______, which is a sign that resembles the product in some way, such as the galloping horse on the hood of the Ford Mustang.
icon
According to information learned in this chapter, advertisers have taken advantage of research focusing on ________ in order to select male models for marketing purposes; a study of men who appear in advertisements found that most sport the strong and muscular physique of the male stereotype.
ideals of male beauty
Evolving from a mass culture in which many consumers share the same preferences to a diverse one in which we each have an almost infinite number of choices makes it more important than ever to _____________.
identify distinct market segments and develop specialized messages for those groups
A(n) _______ is a symbol that connects to a product because it shares some property. (For example, the lemon on some cleanser products conveys the shared property of fresh scent.)
index
Market researchers use the term ________ to describe a situation where a buyer makes a decision out of habit because they lack the motivation to consider alternatives.
inertia
The final step in the process of perception is _______.
interpretation
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
A ________ looks for items that differentiate between users and nonusers of a product.
lifestyle profile
Market researchers and advertising agencies are continually developing their own ____________ in an effort to identify and reach groups of consumers united by common lifestyles.
lifestyle segmentation typologies
The use of _______ allows an organization to target its product, service, or idea only to specific groups of consumers rather than to everybody long dash—even if it means that other consumers who don't belong to this target market aren't exposed to it.
market segmentation strategies
Individuals use either recognition or recall techniques to measure _______________ for product information. Shoppers are more likely to identify an advertisement if it is presented to them than they are to recall one without being given any prompts.
memory
Advertisers show an understanding of the study of ________ when they place their ads after humorous TV programming, create uplifting ad messages, and/or play "up" background music while encouraging staff to be friendly.
mood congruency
Motives are goal-oriented and drive us to fulfill a particular need. A consumer who determines that she needs a pair of jeans to help her reach her goal of being admired by others can pick among American Eagle, Tommy Hilfiger, Lucky Brand, and numerous other choices, each of which promises to deliver positive benefits. This is an example of ________.
motivational direction
Evidence suggests that _________ can lurk below the surface, and cues in the environment can trigger a goal even when we don't recognize it: Marketers refer to this as incidental brand exposure.
motives
People everywhere are seeing more touchscreens on computers, ATM machines, and digital cameras due to an outgrowth of the _______ philosophy of computer design.
natural user interface
A _______ is defined as something a person must have to live or achieve a goal.
need
The bittersweet emotion that arises when we view the past with both sadness and longing describes _______________. Marketers reference "the good old days" to help call up memories of youth and hope that these feelings will translate to what they're selling today.
nostalgia
As a rule, product decisions are likely to be highly involving if the consumer believes there is a great deal of ________. This means the person believes there might be negative consequences if he or she chooses the wrong option.
perceived risk
People attribute traits to a product as if it were a person. Forging a desirable brand ________ is often the key to building brand loyalty.
personality
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
Today, we increasingly fall prey to high-tech _______ scams in which people receive fraudulent emails that ask them to supply account information.
phishing
According to this chapter, the three types of possessions consumers most value are furniture, visual art, and ________.
photos
Marketers measure consumer memories about products and ads. For instance, some evidence indicates that we can more easily retrieve information about a _______ from memory than we can for a follower brand that rides its coattails because the first product's introduction is likely to be distinctive.
pioneering brand
Market segmentation is an important aspect of consumer behavior that leads researchers to segment consumers according to many dimensions. Three of the most important dimensions discussed in this chapter include product usage, demographics, and _____________.
psychographics
Our brains process data about brands, products, and services to preserve them in our memory. During the _______ process, we access the desired information.
retrieval
Recently, we've seen a trend in advertising toward inspirational stories that manipulate our emotions like a roller coaster: Think about the commercials Budweiser likes to run about a puppy who befriends a horse, gets lost, finds his way home, and so on. The name of this advertising technique is ________.
sadvertising
Market researchers understand that the meaning we give a stimulus depends on the ________, or set of beliefs, to which we assign it.
schema
A _______ involves the correspondence between stimuli and the meaning of signs.
semiotic analysis
Our brains receive external stimuli, or __________, on a number of channels. We may see a marketing sign, hear a jingle on the radio, feel the softness of a brushed cotton sweater, taste a new flavor of candy, or smell a fresh baked funnel cake
sensory inputs
Gender-role identity is a state of mind as well as body. A person's biological gender (male or female) does not totally determine whether he or she will exhibit ________.
sex-typed traits
The business strategy that attempts to maximize returns by providing benefits to the communities where the organization operates is the _____________.
social bottom line
Parents often influence consumer _________ in their children both directly and indirectly as they deliberately attempt to introduce their own values while controlling the degree to which their children come into contact with other information sources, such as television, internet viewing, and peers.
socialization
Lifestyle research is useful for tracking ________ and also for positioning specific products and services to different segments.
societal consumption preferences
As described in this chapter, the _______ effect refers to the tendency for individuals to recall printed information more effectively when the advertiser repeats the target item periodically, rather than presenting it repeatedly in a short time period.
spacing
Data breaches by major companies continue to worry many people. The Personal Data Notification & Protection Act of 2015 is a recent legislative proposal that is being considered as a means to ___________________________.
strengthen the obligations companies have to notify customers when their personal information has been exposed
Although evidence that _______ is effective is virtually nonexistent, many consumers continue to believe that advertisers use this technique.
subliminal persuasion
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
The Chinook, American Indians of North America, pressed the head of a newborn between two boards for a year, which permanently altered its shape. The purpose of this body shape alteration is ________.
to separate group members from nonmembers
Engineers at Sony repeatedly observed people in focus groups automatically swiping the screen of its older, nontouch models. This observation led to the offering of _______ on its e-readers.
touchscreens
As a rule, judges grant _______ protection only when consumers might be confused about what they buy because of similar coloration of a competitor's packages.
trade dress
A goal has ________, which means that it can be positive or negative.
valance
A ________ is a belief that some condition is preferable to its opposite.
value
The popularity of chat rooms where consumers can go to discuss various topics with like-minded "Netizens" around the world grows every day, as do immersive _______ such as Second Life, Habbo Hotel, and Kaneva.
virtual worlds
The distinction between a "happy" and a "meaningful" life brings up an important question for market researchers, but before we answer that question, we need to understand that a _______ is a specific manifestation of a need that personal and cultural factors determine.
want
Identifying your most faithful customer, or heavy user, and then focusing your marketing efforts on them is a clever marketing strategy. In many cases, marketers use the _______ rule, where _______ percent of the users account for _______ percent of the sales.
80/20: 20: 80
Important demographic variables help market researchers identify what makes one consumer the same as or different from others. Some of the largest and most important demographic dimensions include: _______.
Age, Gender, Ethnicity, and Family Structure
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
When Erica has the television set at volume level 10, she has to turn it up only 2 notches to 12 to notice a difference. When she has the television set at volume level 20, she needs to turn it up to 24 to notice the difference. What law or theory explains this phenomenon?
Weber's Law
Companies increasingly involve consumers in the process of developing advertising and other marketing actions. Using ________ as a means of involving consumers with marketing is expected to significantly increase their engagement with the brand.
co-creation
In this chapter, the author describes four levels of the extended self, ranging from personal objects to places and things that allow people to feel as though they are rooted in their larger social environments. The four levels are ________.
individual, family, community, and group
A ________ identifies a target group and then profiles these consumers on product-relevant dimensions.
product-specific profile
In many Asian cultures, people historically equate light skin with wealth and status, and they associate dark skin with the laboring class that toils in the fields. The way we think about our bodies (and the way our culture tells us we should think) is a key component of ________.
self-esteem
