MKTG-375 Connect Quizzes McNeese
novice
(n.) one who is just a beginner at some activity requiring skill and experience (also used adjectivally)
Sampling
, sometimes called "seeding," involves getting a sample of a product into the hands of a group of potential customers.
consumer decision process
1. Need Recognition 2. Information Search 3. Alternative Evaluation 4. Purchase 5. Post Purchase
measuring the importance of attitudes
100 point constant-sum scale
Currently, what percentage of U.S. households has a DVR?
40 percent
The capacity of STM is thought to be in the range of _____ bits of information.
5 to 9
PRIZM
66 segments
lifestyle
A person's pattern of living as expressed in his or her activities, interests, and opinions
top guns
Ambitious and driven, this group values power and control and expects to be noticed.
basic shoppers
Are motivated primarily by getting exactly what they want in the least amount of time. Shopping is necessary, but not recreational or social.
interpretation occurs when a stimulus is placed within a person's relevant enivornment and comes within range of their receptor nerves
FALSE
Situation Influences
Influences that result from circumstances, time, and location that affect the consumer buying decision process
Appeal Characteristics
Represents "how" the message is communicated
in-home shopping
Substantial growth due to toll-free telephone numbers and widespread use of credit cards
Even though e-fluentials make up a relatively small portion of the adult online community, they wield a lot of influence because they communicate to a vast array of individuals both online and offline.
TRUE
specific situation
The purchase decision and consumption process always occur in the context of _______
Social media is part of an online revolution online, sometimes referred to as _____
Web 2.0
Which of the following is FALSE regarding how emotional responses to advertising influence consumer behavior?
While emotional content in advertisements may increase attention, emotional messages have not been found to be processed more thoroughly than neutral messages.
view-throughs
You visit, but only after you've been exposed to an ad
opinion leader
a person who consistently filters, interprets, and/or provides information to other group members is
brand personality
a set of human characteristics associated with a brand name
store image
a store's "personality," composed of such attributes as location, merchandise suitability, and the knowledge and congeniality of the sales staff
relationship marketing
a strategy that focuses on keeping and improving relationships with current customers
mood
a temporary state of mind or feeling.
consumption rituals
a type of expressive, symbolic activity constructed of multiple behaviors that occur in a fixed, episodic sequence and that tend to be repeated over time
Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages
ad avoidance
For a period of time, Energizer batteries used mock commercials for seemingly boring, mundane products. A few seconds into the mock commercial, viewers heard the distinctive drumbeat of the Energizer Bunny before it marched across the screen. Several viewers said that when they heard the drums, they looked at and attended to the commercial because they liked the bunny. However, over time, viewers stopped paying attention to the commercial. What theory suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less?
adaptation theory
adaptation theory
adjustment of living matter to other living things and environment
Kimberly-Clark is interested in mothers' emotional reactions to its Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in?
affective
Three components of attitude
affective, behavioral, cognitive
Brand communities can deliver value-creating activities by _____.
all of these
self-concept
all our thoughts and feelings about ourselves, in answer to the question, "Who am I?"
Madeline has a(n) _____ toward Regular Coke, whereby she simultaneously really likes the taste but also is really negative about the brand because it has high calories.
ambivalent attitude
independent self-concept
an individual's perception of self as entirely independent from others
Nikki likes to attend the movies, but she is concerned with how expensive ticket prices are getting and the cost of concessions. She wants to have fun, but she also knows that she needs to save money for college. Which type of motivational conflict is Nikki experiencing?
approach-avoidance
Omni-channel shoppers
are digital savvy and criticial new target for retailers
distraction
arousal dimension of emotion
When the receptor nerves are activated and pass the sensations on to the brain for processing, _____ has occurred.
attention
____ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.
attention
Emotional ads may enhance persuasion by increasing _____.
attention recall product liking through classical conditioning and through high-involvement
A _____ is a gathering of owners and others for the purposes of interacting with one another in the context of learning about and using the brand.
brand fest
For years, American automobiles did not have the level of quality that foreign, particularly Japanese, automobiles had. However, that has changed, and most automobiles built in the United States have comparable or superior quality compared with imports. Consumers' attitudes are slow to change, however, and marketers must use which strategy to change the cognitive component of consumers' attitudes?
change beliefs
learning
change in content or organization of long-term memory and/or behavior
primary groups
characterized by frequent interpersonal contact
Robert was studying for an exam and organized lists of things into words that he could remember. For example, he needed to know five creative advertising strategies and used the first letter of each strategy to form the acronym, AIIEE. He knew what word each letter stood for and then only had to remember this acronym for the exam. What is Robert doing?
chunking
basic forms of conditioned learning
classic operant
Playing popular music in the background of an ad with the expectation that the advertised product will then elicit the same positive feelings
classical conditioning
low involvement learning
classical conditioning, iconic rote learning, modeling
Which of the following is NOT considered a stimulus factor affecting attention?
clutter
schema
complext web of associations
Gwen lives in Dijon, France. To her, French wine is the only wine worth drinking, and she would never consider drinking wine from California. Gwen is exhibiting _____.
consumer ethnocentrism
multi-channel shoppers
consumers who browse and/or purchase in more than one channel
A distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity is known as a _____.
consumption subculture
Harley-Davidson motorcycle owners who join a Harley group, Jeep owners who attend events sponsored by Jeep, and Star Trek "Trekkies" are all examples of _____.
consumption subcultures
Consumers who purchase only popular brands because of insecurity are most likely influenced by the _____ motive.
ego-defense
_____ is(are) the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information.
elaborate activities
Consumer ability to effectively cope with stressful situations relates to the concept of _______.
emotional intelligience
interdependent self-concept
emphasizes family, cultural, professional, and social relationships
enthusiast shoppers
enjoy shopping and are motivated by many aspects of shopping including recreational and social aspects and obtain entertainment value from shopping
_____ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves. Perception
exposure
steps in the information processing model
exposure attention interpretation and memory
preception involves the information-process stages of
exposure, attention, and interpretation
A consumer who buys a Mercedes-Benz because she feels it communicates her image to others is satisfying a need for _______
expression
Advertorials are program-length commercials with an 800 number and/or Web address through which to order or request additional information.
false
Attention generally increases across repeated exposures, and repetition often increases recall.
false
Attraction is a group classification variable that refers to the closeness and intimacy of the group linkages.
false
Co-branding is when an existing brand extends to a new category with the same name.
false
E-gossip is an online "pass-it-along" marketing strategy.
false
Perceptual mapping techniques are designed to provide information on latent motives.
false
The constant flow of communication occurs when one person receives information from the mass media or other sources and passes it on to others.
false
identification influence is also called informational influence
false
in cognitive learning, forgetting is often referred to as extinction.
false
Which type of memory is acute memory for the circumstances surrounding a surprising and novel event?
flashbulb memory
nominal decision making
habitual decision making, involves no decision per se
committed customer
has an emotional attachment to the brand or firm
private self-concept
how I am or would like to be to myself
Which type of memory involves the nonconscious retrieval of previously encountered stimuli?
implicit memory
Donald has just learned that he has Type II diabetes, so he wants to learn as much as he can to manage his health. He reads health magazines, visits health-related websites, and reads product nutrition and ingredient information on packages. Donald's strength of learning is most likely to be strong due to which factor that affects the strength of learning?
importance
A series of activities by which stimuli are perceived, transformed into information, and stored is known as
information processing
motive
inner directing force; specific need or desire; arouses individual and directs behavior; ex. Hunger, thirst, achievement; can be environmental cues
Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy?
instability
factor does not determine attention
interpretation
A consumption subculture
is a distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity.
Normative influence
is strongest when individuals have strong ties to the group and the product involved is socially conspicuous.
Consumers' highest preference
is to get free products and coupons.
Which type of participants in social media tends to be teens to late twenties?
joiners
James begged his mother to buy him some high-top Converse shoes. When asked why he wanted these shoes, he said that he wanted them because they were comfortable. He really wanted them because his two best friends have them, and if he had them, he would be considered "cool," but he didn't want to tell his mother that. Wanting to appear "cool" to his friends represents which type of motive?
latent
not an advertising tactic used to communicate brand personality
length of ad
Which portion of total memory is devoted to permanent information storage?
long term memory
in which type of learning situation does the consumer have little or no motivation to process or learn the material?
low-involvement learning
script
memory of how an action sequence should occur
mall maniacs
middle income enjoy social aspect of shopping and trying new things
A consumer who buys a product because a close friend bought one may be fulfilling _____ motivation.
modeling
acceptance strategy
motivate consumer to learn about our brand
What are the major individual factors affecting attention?
motivation and ability
manifest motives
motives that are known and freely admitted
Which of the following is a type of cognitive preservation motive?
need for objectification
A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting _____.
need for uniqueness
types of consumer decision making
nominal limited extended
Which type of reference group influence occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction?
normative
Which of the following is NOT a criterion used to classify groups?
number of members
postpurchase dissonance
occurs when a consumer has doubts or anxiety regarding the wisdom of a purchase made
Jill is a breast cancer survivor. She posts a blog, which is her online journal, on a site that is specifically for others to share their experiences and support one another. She and others discuss products that help them deal with the side effects of their treatments as well as products that can help them maintain their self-esteem (e.g., wigs). Jill is participating in a(n) _____.
online community
Changing behavior prior to changing affect or cognition is based primarily on _____.
operant conditioning
The process of using reinforcement to alter the probability that a given behavior will be repeated is known as
operant conditioning
individuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues are known as _____.
opinion leaders
How can firms enhance consumers' control with regard to online privacy concerns?
opt in approach
conspicuous consumers
people that buy luxury/designer goods to show off
low self monitors
people who pay little attention to responses others have to them
desired state
perceived state for which a consumer strives
interpretation is generally a relative process rather than absolute often referred as
perceptual relativity
Maslow's Hierarchy of Needs
physiological, safety, love/belonging, esteem, self-actualization
shelf talkers
point of purchase material
____ motives emphasize the individual as striving to maintain equilibrium.
preservation-oriented
a method to respond to ad avoidance
product placement
Which of the following is a situational factor affecting attention?
program involvement
in most individuals, the left brain appears to control
rational thought and verbal material
How can accessibility of information stored in long-term memory be enhanced
repetition rehearsal and elaboration
Samantha and Greg have owned an MG for several years and enjoy taking road trips through the Rockies with other MG owners every year. Which characteristic of brand communities does this illustrate?
ritual and traditions
number one online tool
search bars
As a marketing major, Stan is a collegiate member of the American Marketing Association. This association holds a collegiate conference every year, and he did attend it one year. While this is a group he belongs to, his ties to other members are relatively weak, and his interaction is infrequent. Which type of group is this?
secondary group
Which type of group includes organizations such as professional associations and neighborhood associations that involve relatively weak ties and less frequent interaction among its members?
secondary group
variety seeking behavior
seeking new brands or products as a response to boredom or to satisfy a perceived need for change
In Maslow's need hierarchy, the need to become all that one is capable of becoming is
self-actualization
When asked what the concept "New Year's" meant to Holly, she mentioned the following: party, holiday, new beginning, football, fun, resolution, and winter. Holly's basic knowledge and feelings she has about this concept comprises her _____.
semantic memory
isolation
seperating a stimulus object from others
wizards
sequence of screens that direct the user through a multistep software task
Procter & Gamble, the maker of Crest brand toothpaste, has modified this brand to include whiteners. To encourage consumers to adopt this brand, P&G gave away free samples along with a high-value coupon on the purchase of a tube. The hope was that consumers would try the brand, purchase it at a discount, and finally buy it at full price. This is an example of _____.
shaping
The process of encouraging partial responses leading to the final desired response is known as ____
shaping
Vicki likes to visit a social network site called Fanfiction.com and read the stories that others post on this site. She doesn't really visit very often, and she has never posted a story on this site. Vicki is which type of social media participant?
spectators
When scandals hurt the scandalized brand but also damage competitors in the industry, the term for this effect is
spillover
attention is discovered by
stimulus, individual, and situation
apprentice
take advantage of new technology
high involvement learning
the consumer is motivated to process or learn the material
affective interpretation
the emotional or feeling response triggered by a stimulus such as an ad
Servicescape
the environment in which a customer and service provider interact
cognitive component
the opinion or belief segment of an attitude
benefit segmentation
the process of grouping customers into market segments according to the benefits they seek from the product
task definition
the reason the consumption activity is occurring
affect intensity
the strength or degree to which people typically experience their emotions
essence of emotion
the subjective feelings generated.
store atmosphere
the sum of all the physical features of a retail environment
attribution theory
the theory that we explain someone's behavior by crediting either the situation or the person's disposition
Advertisements and packages for Kellogg's Smart Start breakfast cereal include the seal of the American Heart Association, indicating that it is a hearty, healthy choice. This seal can influence consumers to purchase this brand because the American Heart Association has a reputation of trustworthiness and expertise. The seal appearing on packages and in advertisements represents a _____.
third-party endorsement
How does mere exposure enhance attitudes?
through enhanced familiarity
peak experiences
times in a person's life during which self-actualization is temporarily achieved
When communicating brand personality, executional factors go beyond the core message to include "how" it is communicated using
tone media pace logo
memory
total accumulation of prior learning experiences
A shift importance strategy is one technique marketers use to alter the cognitive component of a consumer's attitude.
true
Buzz marketing is known as the exponential expansion of WOM.
true
Chunking occurs when a person organizes individual items into groups of related items that can be processed as a single unit
true
Clutter refers to the density of stimuli in the environment.
true
Expectations is an individual characteristic that influences interpretation.
true
One way for a marketer to avoid memory interference is to avoid competing advertising.
true
Product involvement indicates motivation or an interest in a specific product category, and it can be temporary or enduring.
true
Short-term memory, also known as working memory, is the portion of the total memory that is currently in use.
true
The adoption process is the series of steps or stages a consumer goes through when purchasing an innovation.
true
Theories based on a utilitarian need view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills.
true
positive mood during the presentation of information such as brand names enhances learning.
true
Imagery processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations.
trueeeee
A group is broadly defined as
two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behavior is interdependent.
need for objectification
type of cognitive preservation motive
limited decision making
used when a person buys goods and services that he or she has purchased before but not regularly
Classical conditioning involves
using an established relationship between a stimulus and response to generate the same response to a different stimulus.
behavioral targeting
using online consumer tracking data to target advertisements and marketing offers to specific consumers
Normative influence is sometimes referred to as _____ influence.
utilitarian
Which type of appeal involves informing the consumer of one or more functional benefits that are important to the target market?
utilitarian appeal
marketers sometime use ______ to measure the affective attitude component
verbal scale
When consumers do not directly experience a reward or punishment to learn but instead observe the outcomes of others' behaviors and adjust their own accordingly, which type of learning has occurred?
vicarious learning
Barry decided he needs a new car, so he started looking at commercials on television and ads in magazines as well as visiting several websites. What type of exposure does this represent?
voluntary
According to Nielsen, product placements on TV work best ________.
when the characters praise the features of the brand and when an ad for the product appears during the commercial break
in which of the following consumption situations will a reference group's influence be strongest?
when the use of the product or brand is visible to the group
ideal self-concept
who I would like to be
