MKTG 331 EXAM 2 review

If Donna Chang follows a Confucian perspective and dresses according to the accepted rules of the group (where others' perceptions of the self and maintaining one's desired status in their eyes is important), then she is recognizing the importance of ________.

"face"

_____ developed two-factor theory of motivation guided by hygiene factors that distinguish dissatisfiers (factors that cause dissatisfaction) from satisfiers (factors that cause satisfaction).

Herzberg

Mechanical or electrical goods such as vehicles or flammables, drugs and medical treatment, and food and beverages are most sensitive to this kind of perceived risk in consumer behavior.

Physical Risk

People believe they are more intoxicated when they drink alcohol mixed with energy drinks (even though it does not possess any chemical to increase intoxication). These same people believe that intoxication increases sexual disinhibition, increases sexual self-confidence, and leads to more successful sexual advances. This is the manifestation of ______________.

Placebo Effect

This product is centered around which of the following consumption motives?

Power-masculinity-virility

Sawyer was told by his mother that he needed to get a gift for his aunt's birthday. However, Sawyer had only met his aunt once before and hardly knew her. He was walking through a mall and saw a candy specialty store. He entered and looked at the selection without much interest. He was about to select a box of chocolates for his aunt simply because it was cheap when he remembered that his new girlfriend Julie loved chocolate. Sawyer really liked Julie. He began to inspect each box of chocolates carefully, trying to find evidence of quality. Which type of involvement explains Sawyer's change of behavior?

Purchase situation involvement

Which of the following needs from Maslow's hierarchy is addressed by the U.S. Army's advertising slogan "Be all you can be"?

Self-actualization needs

Principle of Cognitive Consistency

We value/seek harmony among thoughts, feelings, and behaviors We will change components to make them consistent

Consumers who have ________ are particularly good targets for marketing communications that use fantasy appeals.

a large gap between their real and ideal selves

Mindy Peters, a self-proclaimed soccer mom, says, "I am anti-gun. The NRA should be banned. We are in this mess because of organizations like that. Our kids should be able to feel safe in schools." This political statement with respect to arms highlights Mindy's ______ self.

avoidance

Kristin would like to date Dan, who is in her consumer behavior class. One day, Dan shows up in class wearing an earring. Dan has a positive unit relation with the earring. Men who wear earrings are a turnoff to Kristin. She has a negative sentiment relation with men's earrings. According to ______________, Kristin faces an unbalanced triad and will experience pressure to restore _______ by altering some aspect of the triad.

balance theory, balance

The brands Volvo, Google, Intel, and Microsoft are high on which of Jennifer Aaker's brand personality dimensions?

competence

Researchers agree that there are various levels of commitment to an attitude. The lowest form of involvement is ________.

compliance

Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of the ________

halo effect

Mary Jane is a very conservative businesswoman by day. However, when she decides to "go out on the town," she likes to party and "kick up her heels." This would be an example of a reaction due to the fact that many consumers ________.

have multiple selves

Helping others as a way to resolve one's own negative moods (e.g., stand-up comedians, UNICEF & child hunger).

negative state relief

How well a person copes with stress.

neuroticism

The degree to which a person is open to new ways of doing things.

openness to experience

The following visuals highlight ___________ in marketing.

product complementarity

Which of the following general attitude functions is most closely related to the basic principles of reward and punishment?

utilitarian function

The manifestation of one's self in the digital world of e-commerce, e-mail, social networking, and virtual worlds.

virtual identity

Destroyer

warrior

Social Judgment Theory

we assimilate new info about attitude objects in light of what we already know/feel

The functional theory of attitudes was initially developed to explain how ________.

attitudes facilitate social behaviors

We tend to believe authoritative sources.

authority

Which of the following is true of the Principle of Cognitive Consistency?

All of these

Mary Chen is torn between going home for the holidays to visit her parents in Tennessee or going on a skiing trip with her friends from college. Mary would love to be able to do both. Which of the following motivational conflicts will Mary most likely experience as she makes her decision?

An approach-approach conflict

Balance Theory

Considers how a person might perceive relations among different attitude objects and how he might alter attitudes to maintain consistency

A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired celebrity would if the dark-haired celebrity was not perceived to beethnic. What two ideas of using celebrities as communication sources are most likely to be at work here?A) Celebrities should be attractive, but not too attractive

The celebrity's image should match that of the product and should embody cultural meaning.

Which of the following hierarchies of effects does the purchase of a low-involvement product (such as gum or pop) invoke?

Think --> Do --> Feel

Which of the following explains why people decorate or mutilate their bodies?

To indicate high status or rank To distinguish group members from nonmembers To enhance sex and social role identification To place a person in a gender category To provide a sense of security ALL OF THESE

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

Our more realistic appraisal of the qualities we have.

actual self

Many consumer decisions are driven by emotional responses to products. These raw emotional reactions are called __________. E.g., Zumba did not do well when it was sold as a workout. It became a sensation when it was marketed as a thrilling dancing emotion. "Ditch the workout; join the party!"

affect

The degree to which we defer to other people.

agreeableness

Self-Perception Theory

an alternative (to cognitive dissonance) explanation of dissonance effects; it assumes that people use observations of their own behavior to infer their attitudes toward some object

________ is a lasting, general evaluation of people, objects, advertisements, or issues.

an attitude

orphan

angel

"Motel 6 is a dumpy motel chain, we're charged, but bedbugs stay for free!" or "Aldi is kind to my pocket." or "People with PhDs are smart." or "I prefer Crest to Colgate." or "Politicians are slimy." or "Brushing teeth at least twice a day is a must do." are examples of _______________.

attitudes

The level of organization and structure a person needs.

conscientiousness

A politician attempts to gain support for her campaign for mayor by releasing a poll showing that almost 70 percent of the city's voters support her position on property taxes. What basic psychological principle is the politician using to persuade voters that she should be the next mayor?

consensus

We will consider what others do before we decide what to do.

consensus/social proof

We try not to contradict what we've said before.

consistency

Products/brands such as Harley Davidson & Apple, that command fierce loyalty, devotion and even worship by consumers are called ________.

cult products

According to the New Yorker article by Fan (Chronicles of a Bubble-Tea Addict), "The whole trajectory of my life in America has involved navigating _____________, most of which were far more intimidating than boba."

cultural symbols

Which of these is NOT a component of an attitude?

demand

Gabe Larrave is sitting in a class that precedes lunch. His stomach begins to rumble and grumble. Instead of thinking about the day's lecture, Gabe begins to think about lunch and his choice of places to eat. He even begins to narrow down the selection of foods that he might want for lunch. Gabe is focusing on biological needs that are at present unfulfilled and have produced what might be thought of as an unpleasant state of arousal and has a desire for a state of balance called homeostasis. Which of the following theories best describes Gabe's experience?

drive theory

On a quest to satisfy her munchies, Kaia Resch drives up to the McDonald's drive through in her neighborhood around midnight. She orders the new spicy chicken sandwich, a Big Mac, large fries, and a large chocolate milkshake. The bill runs up to $21.08. The mic system blares out, "Would you like to round that up to $22 for Ronald McDonald House Charities?" This request made of Kaia is an attempt to target her ______________.

ego

Which one of these negative affects is Planet Fitness' 'Stop the Bullfit' campaign based on?

emabarrassment

More intense and often relate to a specific triggering event such as receiving an awesome gift (e.g., Disney Vacations, Hallmark greeting cards).

emotions

Valenced (i.e., positive or negative) reactions to events and objects that are not accompanied by high levels of physiological arousal. Accompanied by low levels of arousal (e.g., rating a movie or show).

evaluations

Bill was a mortuary worker who noticed that there seemed to be a social class difference in what people placed on the graves of departed family members. What Bill observed was a class difference in how people manifest the relationship between external objects and the ________ self.

extended

How well a person tolerates stimulation from people.

extroversion

A fictional character created to represent a user type that might use a site, brand, or product in a similar way (e.g., Millennial Molly), which marketers may use to be representative of specific segments is called a character.

false

Femvertising is the adaptation of sex-typed products to the opposite gender.

false

In South Korean shopping malls, teenage girls line up at photo machines that provide high-tech makeovers, including glamor lighting, a hair-blowing breeze, and virtual plastic surgery. If one of these girls sends a photo from this machine to her boyfriend, she is expressing the actual self state.

false

Masculinity and femininity are biological characteristics, maleness and femaleness are not.

false

Monica, Phoebe, and Ross are the same age, same ethnicity, live in the same town, work for the same company...however, Monica spends her bonus on a state-of-the-art kitchen and appliance range, Phoebe spends it all on an all-inclusive trip to her dream destination, whereas Ross is planning on saving the money. This highlights psychological/personality similarity, but demographic differences.

false

Rico has decided to change his lifestyle and is loading up on green vegetables in the serving line (rather than fries). He knows that the nutritional value of the fresh green vegetables will be great for his health. Rico is satisfying hedonic needs with his actions.

false

Superego is based on the pleasure principle (maximize pleasure, minimize pain).

false

Terminal values are the means by which we achieve our end goals. Instrumental values are defined as our end goals (or desired end-states).

false

The Minnesota Multiphasic Personality Inventory (MMPI) confirms that our personalities stabilize by age 50.

false

The following is an example of upward comparison: "My father was not educated. I wanted to go off to graduate school. In choosing a graduate school, my primary prerequisite was that it had to be as far as my car could take me from him. I drove from New York to California. I would've gone to Hawaii if they had a bridge! I had no idea then that the world could be so mercenary. I was a very naive and idealistic young man. I had this need to be seen as educated, knowledgeable, and sophisticated - all the things my father was not, and I wanted to be - all the things I looked for in smoking."

false

The following is an example of upward comparison: "My father was not educated. I wanted to go off to graduate school. In choosing a graduate school, my primary prerequisite was that it had to be as far as my car could take me from him. I drove from New York to California. I would've gone to Hawaii if they had a bridge! I had no idea then that the world could be so mercenary. I was a very naive and idealistic young man. I had this need to be seen as educated, knowledgeable, and sophisticated - all the things my father was not, and I wanted to be - all the things I looked for in smoking."

false

The new GMC Hummer EV is targeted to people who exhibit one of the 5 brand personality dimensions predominantly: Sincerity.

false

When a person is first asked to do something extreme (which she/he refuses), then asked to do something smaller (expensive vs. more affordable mattress, car), foot-in-the-door technique is being used.

false

What level of its target market's extended self is Cesar® Canine Cuisine appealing to with its promotions?

family

The elements of the self-concept that reflect sex-roles and one's private sense of being male or female.

gender identity

Gun Goddess sells feminine accessories to women who own or use firearms. This is an example of ______________.

gender-bending

A brand is a lovemark if it commands _________ love and _________ respect from consumers (e.g., "I will make sacrifices before I give up this brand.").

high, high

Our conception of how we would like to be.

ideal self

All multiattribute attitude models specify the importance of attributes, beliefs, and ________.

importance weights

Sally always buys Coca-Cola out of habit, which is an example of _________.

inertia

Ben Weller was really angry when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," started the hashtag #BringOldCokeBack, and even complained to the local grocery store manager. In this example, which degree of commitment would be most closely associated with Ben and his attitudes to old/original Coke?

internalization

Roger was really angry when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," and complained to the local grocery store manager. In this example, which degree of commitment would be most closely associated with Roger and his attitudes?

internalization

trickster

jester

We will agree with those we like or admire.

liking

The process of imagining others' reactions, or "taking the role of the other."

looking glass self

Which of the following techniques do political campaigns adopt when asking for donations?

low-ball

sorcerer

magician

Star Wars Battlefront: The Force Awakens (starring Anna Kendrick) is a game that involves consumers at the product and ____________ levels.

message

The COVID-19 pandemic has sent more than 50% of all 18- to 29-year-olds in the US back home to live, surpassing numbers from the Great Depression era, according to Pew Research Center.

true

Temporary positive or negative affective states accompanied by moderate levels of arousal. These tend to be unfocused and not necessarily linked to a particular event (e.g., Snickers, Coca-Cola's 'Happiness Starts With A Smile').

moods

The processes that lead people to behave as they do, centered around need arousal and need satisfaction are called _________.

motivation

When automobile companies advertise getting awards such as 'Car of the Year' or 'JD Power,' they are aware that after a high-involvement purchase is made, customers want to avoid ________________ and be convinced that they made the right brand choice.

postdecision dissonance

The following ad is based on which of the following ways to change attitudes?

reciprocity

We are more likely to give if we first receive.

reciprocity

Inspirational stories that manipulate our emotions like a rollercoaster (e.g., Google Search India, Budweiser's puppy & horse commercial).

sadvertising

A ____________ brand thrives on early introduction, desire for knowledge, and sharing knowledge. It is seen as a Guru, mentor, guide, teacher, and helper. It gives guidance on path of life's journey and provides answers and a way forward. Customers look up to these brands and admire their wisdom. They are trying to absorb all the knowledge such a brand provides and often are motivated to dig deeper themselves.

sage

Hermit

sage

We tend to find things that are not readily available more desirable.

scarcity

The elements of the self-concept that relate to whom one is romantically or sexually attracted to.

sexual identity

The part of the self that our group memberships define. Fundamental groups we belong to: gender, race, religion, age, geography, social class, etc.

social identity

________ is the first element in the traditional communications model.

source

A group whose members share significant beliefs and common experiences that set them apart from others. E.g., Hardcore Punk, Hippie, HOG member, Straight Edge, Crackhead, Drag Queen, Geek, Gamer, Queer, etc.

subculture

Which of the following companies/campaigns was NOT discussed in class as an example of one that ran an anti-fattism campaign?

subway sandwiches

Since symbolic interaction stresses that relationships with others play a large part in forming the self; meaning is attached to _____; we have shared meanings for signs; assessing who we are is in constant change (e.g., Eskimo Pie, Land O Lakes, Aunt Jemima, Uncle Ben, & the Washington Redskins were so much more than just symbolic brand names).

symbols

For service brands (insurance in particular), a duck, Flo, a gecko lizard, an emu, or Mayhem lend the brand the quality of ________________.

tangibility

What does the sleeper effect suggest about source credibility?

the effectiveness of positive sources over less positive sources can be erased over time

The AFLAC Duck reduced the __________, and made the service a ____-centric, emotional brand.

think, feel

According to the article by Marketing Dive/Quad, realism is the key to Gen Z marketing.

true

Brand personality is an attribution of anthropomorphism to brands.

true

Brands like Subaru, which elicit high love and high respect from consumers, are called Lovemarks.

true

Carl Jung was a disciple of Freud, but their relationship ended in part because Jung did not accept Freud's emphasis on sexual aspects of personality. Jung developed his own method psychotherapy known as analytical psychology. He believed that we all share a collective unconscious. You can think of this collective unconscious as a storehouse of memories we inherited from our ancestors. From these shared memories, we recognize archetypes.

true

Dr. Pepper, a dentist, promotes her business by reminding people that dental health is important, while emphasizing "painless" dentistry. This kind of promotion is helping to resolve Dr. Pepper's potential patients' approach-avoidance conflict.

true

Inertia describes consumption at the low end of involvement, where we make decisions out of habit because we lack the motivation to consider alternatives.

true

It takes more than facial expressions to correctly detect emotion. According to Martinez (2020), it also takes analysis of facial color, body posture, cultural biases, and context of social cues.

true

Lifestyle is a pattern of consumption that reflects a person's choices of how to spend his or her time and money, and these choices are essential to define consumer identity.

true

Marketers frequently address an avoidance-avoidance conflict with messages that stress the unforeseen benefits of choosing one option (e.g., when they emphasize special credit plans to ease the pain of car payments).

true

Phrases such as "stocks limited," "available until midnight only," "get it before it's gone," "only 4 in stock" are examples of scarcity in persuasive messaging.

true

Princess Telephone, Easy Bake Oven, and Thor's Hammer Vodka are examples of sex-typed products.

true

Recently we've seen a trend in advertising toward inspirational stories that manipulate our emotions like a rollercoaster. Think about the commercials Budweiser likes to run about a puppy who befriends a horse, gets lost, finds his way home, etc. This practice even has a name: sadvertising.

true

Service spokescharacters/ambassadors give insurance brands anthropomorphization and tangibility (e.g., Aflac duck, the Geico Gecko, Progressive's Flo, Limu Emu, Mayhem, etc.).

true

Since symbolic interaction stresses that relationships with others play a large part in forming the self, meaning is attached to symbols and we have shared meanings for signs; hence, assessing who we are is in constant change (e.g., Eskimo Pie, Land O Lakes, Aunt Jemima, Uncle Ben, & the Washington Redskins).

true

Teenagers vaping, Gen Z gaming, and Boomers traveling are manifestations of symbolic self-completion theory.

true

The theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another.

true