MKTG 331 - Quiz 5 & 6
Gatekeeper
Person who conducts the information search and controls the flow of information; identifies possible vendors and products for group consumption.
Influencer
Person who tries to sway the outcome of a decision.
True
True or False. A nudge is a deliberate change by a company to modify CB (e.g., opt out vs. opt in for organ donation).
False
True or False. A teacher loses her job post-pandemic and is forced to join the welfare rolls. This is an example of upward social mobility.
False
True or False. According to sunken-cost fallacy, risk differs when we face gains versus losses.
Objective
A yogurt advertised as having 80% less sugar and 3g carbs
Implementation Intentions
"If-then" plans that may dictate how much weight we give to different kinds of information (emotional or cognitive), a timetable to carry out a decision, or even how we will deal with disruptive influences that might interfere with our plans.
OK Boomer
"____________" has become Generation Z's endlessly repeated retort to the problem of older people who just don't get it, a rallying cry for millions of fed up kids. Teenagers use it to reply to cringey YouTube videos, Donald Trump tweets, and basically any person over 30 who says something condescending about young people — and the issues that matter to them. BMW recently used it on Twitter. OK Tween OK Millennial OK Xers OK Baby OK Boomer
all of these
A component of a person's subculture is ________. all of these age ethnic background race
Adaptive
A consumer diagnosed with high blood pressure reduces his intake of salt
Adaptive
A consumer thinking, "Now that I am type-2 diabetic, Cherry Coke is not for me" is a decision based on which of the following characteristics of decision-making? Effortful Objective Adaptive Subjective Scarce Controlled
Two-Step Flow Model of Influence
A small group of influencers disseminates information because they can modify the opinions of a large number of other people.
surrogate consumer
Abby is planning her wedding and wants everything to be just right. Because she feels overwhelmed by all of the information to sort through and the choices to make, she hires a wedding planner to make many of the decisions and purchases for her. Abby's wedding planner is best described as a(n) ________. surrogate consumer key informant innovative communicator product curator opinion seeker
Closing of the gap between off mall retailers such as big box stores and mall-based retailers
According to a CNBC article shared by your instructor, which of these is NOT a way in which the coronavirus pandemic has altered the retail landscape? Closing of the gap between off mall retailers such as big box stores and mall-based retailers Casualization of clothing The rise of the 'everything store' Touch-free shopping Sharp split between big spenders and penny pinchers A blow for malls and department stores
low arousal, high pleasure (relaxing)
An 8 p.m. relaxation and rest yoga class advertised by Latitude 44 Yoga Studio in Eau Claire, WI
Buffer
An Instapage article shared by your instructor detailed 5 authentic brands. Dove, Patagonia, Chobani, and Zappos were four of them. What was the fifth brand? Oui Buffer AAA Ben & Jerry's Apple
aspirational reference group
Andrew Christopherson wants to be "just like Mike" (basketball star Michael Jordan) and has for many years. Andrew has purchased Jordan gear, follows Jordan's career, and he has often thought about how to give back to his community the way MJ has. Which of the following reference group terms would apply to Andrew and his relationship with Michael Jordan? aspirational reference group avoidance reference group membership reference group tribal reference group
feast
Arianna Sande is an analytical planner with a present focus. She views time as something that allows her to enjoy her life...for this reason, she tends to seek out opportunities for hedonic consumption. Arianna has a ____________ perspective on time. river mirror map feast pressure cooker
lateral cycling
Brandon Daniels loves flea markets and garage sales. He spends most of his Saturday mornings going from one to another. About once a month, he holds his own garage sale just to get rid of some of the items he purchases during the month. Brandon is actively engaged in ________. divestment cycling freecycling investment cycling underground cycling lateral cycling
influence network
Consumers communicate the information vigorously to one another and they also participate in a two-way dialogue with the opinion leader as part of a/an ______________________. information cascade information avalanche two-step flow model information power online cult influence network
personality
Culture is best described as a society's ________. history consciousness geography attitude personality
low arousal, low pleasure (gloomy)
Grocery shopping at CVS after a 14-hour workday
Initiator
Person who brings up the idea or identifies the need.
progressive learning
Emilee Borowski has a tough assignment. She is to live in Japan for the next five years and successfully introduce her company's line of cosmetics to Japanese women. Her company's management hopes that living with a Japanese host family in an average neighborhood, commuting to work every day, eating native food, and speaking Japanese will help Emilee involve herself in the society more quickly than if she lived separate from her hosts. The company's management wants Emilee to use the ______________ model. warming life course paradigm progressive learning consumer renaissance acculturation culture shock
deindividuation
Home shopping parties may activate ________, in which the individual at the party may get so caught up in the party spirit that he or she orders products that would normally not be purchased. principle of least interest homophily surrogate shift deindividuation
legitimate
If a firefighter told you to leave your apartment, you would comply because the firefighter has ________ power. referent reward legitimate coercive
Scarce
Infomercial ads eliciting buying behavior past midnight
Morning Morality Effect
Marketers are aware of one specific self-regulation concept in decision-making. So, they rely on post-morning telemarketing campaigns, afternoon food promotions, and evening online shopping promotions. What concept are we talking about? Counteractive Construal Implementation Intentions Feedback Loop Executive Control Center Morning Morality Effect
Most are active, interested in what life has to offer, and are enthusiastic consumers with the means and willingness to buy many goods and services.
Marketers must know the needs and wants of their customers. Which of the following presents the most accurate picture of the typical elderly consumer today? Most are old, infirm, depressed, stay-at-home people who live a hand-to-mouth existence. Most are active, interested in what life has to offer, and are enthusiastic consumers with the means and willingness to buy many goods and services. Most have refused government support and are going through a hermitization process. They don't trust anyone under 60. Most live with their children, have little savings, and have an increasingly difficult time adjusting to the changing technical world around them. They belong in a monolithic group.
time poverty
Most Americans will state that they are busy and always rushed for time. This perception is referred to as ________. time poverty circular time psychological time time as a river the leisure paradox
Controlled
Moving to a new town or taking a new job
parvenu
Mr. Mukesh Ambani, an Indian industrialist, and a billionaire, loves making overt statements and loud signals about his social class. He drives a $350,000 2020 Ferrari GTC4Lusso, and his need for status is very high. Mr. Ambani is a ____________. patrician parvenu poseur proletarian
patrician
Mr. Ratan Tata, an Indian industrialist, own the Tata Group (valued at $100 bil.). His net worth is more than $1 bil. However, Mr. Tata does not make overt statements and signals about his social class. He is down-to-earth, drives a $20,000 car, and his need for status is low. Mr. Tata is a ____________. patrician proletarian parvenu poseur
Horizontal mobility
Nicole decided to become a nurse after several years as an elementary teacher. She still wanted to help people but in a different manner. Nicole's case is an example of which of the following? Status crystallization Horizontal mobility Upward mobility Downward mobility Status signaling
pressure cooker, feast
Noah Jones: "I found out yesterday during the lecture that my girlfriend's sister was coming to visit, so I had to hurry up and do the dishes. I had my computer set up on the counter and was paying more attention to the lecture than I was to the dishes, which resulted in cutting my hand on a knife!" Noah, on his own admission, is analytical and monochronic (does not like to multitask). He usually feels time poor and under pressure. He has a __________ perspective on time. Noah's friend, Arianna Sanders, on the other hand, is an analytical planner with a present focus. She views time as something that allows her to enjoy her life. For this reason, she tends to seek out opportunities for hedonic consumption. Arianna has a ____________ perspective on time. mirror, feast pressure cooker, feast map, feast mirror, pressure cooker feast, pressure cooker feast, map
Anchoring
Ogilvy Australia, in this stimulus for KFC $1 French fries ("Maximum four per customer," was relying on which of the following heuristics/biases in CB? Loss Aversion Social Norming Value Payoff Anchoring Reciprocity
Morning Morality Effect
People are more likely to cheat, lie, or even commit fraud in the afternoon than in the morning.
the Baby Boomer Generation
People born between 1946 and 1964 belong to ________. Generation X Generation Y the Interbellum Generation the Silent Generation the Baby Boomer Generation
Minimal Group Paradigm
People tend to favor their group members, even if they are randomly, arbitrarily, or superficially assigned.
User
Person who actually consumes the product/service.
Buyer
Person who actually makes the purchase.
cohort
Shannon Reeves and Tish Phillips remember their days as student protesters in the 1960s. Shannon remembers seeing Jim Hendrix at Woodstock and Tish remembers burning her bra in front of the central administration building at Yale. These memories about cultural heroes and events are one of the chief characteristics of an age ________. paradigm perception renaissance cohort
Effortful
Subscriptions to consumer reports, paid memberships, or informative blogs
Luxury is indulgence
The Weeknd, a Canadian hip hop singer, recently sang 'Starboy,' which featured the 530 horsepower, 190 mph, 0-60 mph in 4.8 seconds, $335,600 USD luxury sedan Bentley Mulsanne. The Weeknd's lifestyle is lavish. He likes to express his individuality. Fans describe him as emotional and expressive. What do you think is his view of luxury goods? Luxury is utilitarian Luxury is functional Luxury is award Luxury is indulgence Luxury is reward
high arousal, high pleasure (exciting)
The inviting whiff of bread and cinnamon as one walks by a Cinnabon at a mall
deethnicization
The process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures (e.g., bagels, yoga, boba tea, etc.) is called ________. deethnicization assimilation acculturation warming deculturization
avoidance
The store literally named 'The Gap' came about because many younger people wanted to actively distance themselves from parents and other older and "uncool" people. The uncool people is an example of a(n) __________ group in this case. secondary aspirational avoidance membership primary reference
Deindividuation
This occurs when our individual identities are submerged in the group. In other words, we don't stay out alone so we may behave differently.
sacred
Thomas and his family recently toured the Gettysburg Battlefield on their vacation. The area was rich in history. While walking, Thomas remembered all the accounts of the battle that he had read in school. He finally understood why this place had such a special meaning in American history and to Americans in general. Gettysburg Battlefield is best classified as ________. crescive sacred profane objectified cultural
True
True or False. Allison uses her money to buy things that will last and have enduring value. She conducts extensive pre-purchase research and makes logical decisions rather than emotional or impulsive choices. Allison is considered part of the "luxury is functional' group.
False
True or False. An aspirational membership reference group consists of people we actually know. In contrast, although we don't know those in a membership reference group, we admire them anyway.
False
True or False. Brand loyalty is related to cognitive decision-making.
True
True or False. Conjoint analysis is a versatile marketing research technique that can provide valuable information on the hierarchy of consumers' needs for a product that helps to understand the preference consumers accord to the attributes of a product.
False
True or False. Constructive Processing forces us to make repeated decisions that may drain psychological energy while decreasing our ability to make smart choices.
False
True or False. Consumers' awareness that 12 oz of Cherry Coke has 150 calories relates to the controlled characteristic of the decision-making process.
False
True or False. Defining/targeting an ethnic group is easy, because it is stable and not a moving target.
False
True or False. Diet Coca-Cola's 'Drink What Your Mama Gave You' and 'Listen To Your Elders' campaigns were examples of a company using coercive power to appeal to its target market(s).
True
True or False. Discretionary income is the money available to a household over and above that required for a comfortable standard of living.
True
True or False. Gemba, in Japanese, means "the one true source of information." For marketers, it equates to going to the source of the facts.
True
True or False. Global consumer culture, such as the success of McDonald's, unites consumers around the world by their common devotion to brand-name consumer goods, movie stars, celebrities, and leisure activities.
True
True or False. In an example of social gaming highlighted in class, Dave Nesvacil classified his social gaming behavior as immersive, social, an escape mechanism, and something that gave him a sense of accomplishment. He also said that he would be devastated if gaming was taken away from him.
True
True or False. It would be difficult to sell consumers life insurance if their notion of time is like a mirror.
True
True or False. Kosher and Halal food forbid pork, both require similar rituals for butchering meat.
True
True or False. Muslims will make up more than one-quarter of the earth's population by the year 2030, and during that same period analysts expect the number of U.S. Muslims to more than double.
False
True or False. People born between World War I and World War II belong to the Baby Boomer Generation.
False
True or False. Pocari Sweat learned that in an Islamic culture such as in Thailand, they could not use promotions used in Japan focusing on replenishing sweat after a sauna bath or after a hangover, because of lack of sauna/bath culture as well as absence of a word for hangover in an alcohol-forbidding culture.
False
True or False. Problem recognition occurs when the consumer sees no difference between their current state and ideal state.
False
True or False. Product disposal is a typical antecedent state.
False
True or False. Sacred consumption involves consumer objects and events that are ordinary.
True
True or False. The Red Sneakers Effect describes a brave, nonconforming person who sports a pair of red sneakers in a professional setting before others do.
True
True or False. The availability heuristic is a shortcut/rule-of-thumb/ bias in which a consumer relies on most easily-recalled information (as a consequence, often recent information) when making a decision. Also, as a consequence, the person ignores less-easily recalled information even if it is statistically (and obviously) more important.
True
True or False. The social identity theory argues that each consumer has several "selves" that relate to groups. These linkages are so important that we think of ourselves not just as "I," but also as "we."
True
True or False. The use of anchoring raised sales of $1 French fries by 56% for KFC in Australia.
high arousal, low pleasure (distressing)
Walking into an overcrowded Apple Store in Chicago in July 2021 (during the COVID-19 pandemic)
Expectancy Disconfirmation Model
We form beliefs about product performance based on our prior experience with the product or communications about the product that imply a certain level of quality.
Executive Control Center
We use this for important decision making, including moral judgments. It can be worn down or distracted even by simple tasks like memorizing numbers.
After purchasing, the consumer builds expectations based on experience to inform the next decision journey.
What is the last step of the consumer decision journey? Consumers add or subtract brands as they evaluate what they want. The consumer selects a brand at the moment of purchase. After purchasing, the consumer builds expectations based on experience to inform the next decision journey. Consumers consider an initial set of brands based on brand perceptions and exposure to recent touch points.
Counteractive Construal
When consumers exaggerate the negative aspects of behaviors that will interfere with the ultimate goal.
Disperferred Marker Effect
When online posts that are really negative may make the writer look harsh and judgmental, people sometimes soften them by couching them by including phrases such as, "I'll be honest," "God bless it," or "I don't want to be mean, but ..."
Feedback Loop
When we provide people with information about their actions in real time, and then give them a chance to change those actions so that you push them to improve.
Asian American
Which American ethnic subculture is the fastest-growing racial group? Native American Asian American Hispanic American American Indian Jewish American African American
It involves one or just a few people
Which of the following is FALSE about B2B/organizational decision making? It places more emphasis on personal selling It involves substantial dollar volume It requires precise, technical specifications It is based on past experience and careful weighing of alternatives It involves one or just a few people
Coca-Cola using popular names on bottles in Australia
Which of the following was NOT discussed in class as an example of cultural appropriation? Coca-Cola using popular names on bottles in Australia Anti-vaccine protesters in New Zealand using Haka in their demonstrations The Braves' Tomahawk Chop The Mahjong Line's reinvention of symbols and words on mahjong tiles Comme des Garcons' use of cornrow wigs Christie's auctioning off ancient Taino items Gucci's 'Indy Full Turban' being sold on the Nordstrom website
acculturation agent
Yee Thao still remembers the impact of his first college class in the United States. As a new immigrant from Thailand, he was sincere in his desire to learn about the American culture that he had chosen to adopt. His college professor taught Yee many things about the American culture. In doing so, the professor was acting as a(n) ________. acculturation agent guidance agent cohort spiritual agent ethnographer
Connector
You have a friend who is constantly referring people to the right expert or service to solve their problem. This friend of yours loves networking and talking with people just for the sake of doing it. When they're talking to people, people say, "Wow — your friend knows everyone!" Your friend has reached the limit for the number of friends on Facebook. Your friend is always focused on people. What kind of an opinion leader is your friend? Salesperson Surrogate Consumer Connector Storyteller Market Maven
Atmospherics
________ is the conscious designing of retail space and its various dimensions to evoke certain effects in buyers. Retailing Store image Atmospherics Pretailing Marketing-landscaping
Culture production system (CPS)
________ refers to the set of individuals and organizations (such as Disney) that create and market cultural products. Culture production system (CPS) Culture program company (CPC) Culture production institution (CPI) Culture invention company (CIC)
Social Stratification
____________ refers to the creation of artificial divisions among people such that some members get more resources than others by virtue of their relative standing, power, or control in the group. BOP Market Frugality Social Stratification Consumer Confidence Social Class
Acculturation
_______________ is the process of movement and adaptation to one country's cultural environment by a person from another country. It is the process of transitioning from one culture to another that contains components of both the old and new culture. Subculture Culture Shock Culture Deculturation Acculturation
Asian Americans
_________________ have higher incomes, are more educated, and have technical jobs. This is a group that has a great deal of marketing potential but it is also difficult to target. This is because it is made up of many culturally diverse subgroups that use different languages and dialects.
Hispanic Americans
_________________ is an umbrella term that describes people of many different backgrounds. About 60% are from Mexico with the next largest group (from Puerto Rico) making up less than 10%. It also captures Central Americans, Dominicans, South Americans, and Cubans. The segment is relatively easy to find with more than 50% living in the major metropolitan areas of Los Angeles, New York, Miami, San Antonio, San Francisco, and Chicago.
African Americans
_________________ represent a significant racial subculture, making up about 12.3% of the U.S. population in the last census. They feel misrepresented and underrepresented in media. They allocate about two-thirds of their incomes to housing, transportation, and food.
