MKTG2101 Quiz Q's #2

When Sally sees an ad in a newspaper about a particular product, goes to the store, reviews the actual product offer in the store, rejects the product, and tells the salesperson why she did not buy the product, she is providing ________ in the communications model established by the store.

feedback

AIO surveys help measure ________.

lifestyles

Consumption lifestyles can vary to a large degree amongst individuals who may appear to be similar. Which of the following statements is untrue?

People with similarities in gender, age, and income may prefer to spend their money on broadly the same things.

Behavioural learning theorists do not focus on internal thought processes; rather, they look to external evidence to study learning. What aspects of the environment are of most concern to behaviourists in studying learning?

Stimulus and response

Which of the following theories measures attitude toward the act of buying, rather than only the attitude toward the product itself?

The theory of reasoned action

________ states when a person is confronted with inconsistencies among attitude or behavior, he/she will take action to restore consistency.

Theory of cognitive dissonance

If a female consumer sees an ad about a woman who can no longer fit into her old bathing suit, the consumer might think about her own situation and make a personal pledge to lose weight before summer arrives. This would be an example of marketing communications that attempt to influence a consumer's level of ________.

self-esteem

If Volkswagen owners see themselves as being more economical and conservative than do owners of the Buick Regal, ________ is probably at work.

self-image congruence model

Family branding, licensing, and look-alike packaging are all marketing strategies based on ________.

stimulus generalization

If a person's identity is derived in large measure from his or her social group. This is called ________.

the collective self

________ refers to the tendency people have to react to stimuli similar to an original stimulus in a classical conditioning situation in much the same way they responded to the original stimulus.

the halo effect

Frank is sitting in his Psychology 101 class listening to his professor attempt to explain the "black box" process and its connection with learning. He suddenly smells the aroma of fresh cinnamon rolls, and his mouth begins to water. He looks around the room and sees a student in the last row bite into a big, juicy roll. "I wish I were sitting next to him," Frank thinks, "because I know I could steal a bite." What Frank just went through in class was similar to the "black box" process being described by his professor. This process is more closely associated with which of the following learning methods?

. Behavioural learning

The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad?

A person and his or her perceptions

Hannah was embarrassed when her friends teased her about dancing on a table on Friday night. She tried to tell her friends that she really is quite introverted and shy. Her friends observed that Hannah does not appear shy when she is out on a weekend evening. Which of the following statements is most applicable in understand Hannah's personality?

Hannah's personality is a unique psychological makeup that consistently influences behaviour within a certain environmental situation. Although behaviour will be consistent within consistent environments, it does not have to be consistent between environments.

According to Freud, the part of the personality that seeks immediate gratification is called the ________.

ID

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

Jeffrey Quills is seen by his friends as a somewhat strange person. At times he is lovable, warm, and friendly. At other times he can be mean-spirited, uncaring, and hostile to all who know him. Which of the following general statements about personality most closely matches what friends observe about Jeffrey?

Many studies have found that people do not seem to exhibit stable personalities.

What does the sleeper effect suggest about source credibility?

The effectiveness of positive sources over less positive sources can be erased over time.

Despite improvements to the Fishbein model, all of the following are considered obstacles to predicting behaviour using this model EXCEPT which one?

The model has relatively weak theorems about attitudes

Scott thought of himself as a very successful marketer. He created a campaign with a product logo that was very popular and that customers associated with a quality product. It was so popular that in a few months, the logo began to appear almost everywhere. Instead of increasing sales of the product, the customer demand began to decrease as competitors' products became more successful. What characteristic of learning was most likely ruining Scott's apparent success?

Too much repetition was decreasing the strength of the conditioning effect, thus leading to extinction of the learned relationship between the logo, the quality of the product, and the association with Scott's company.

Anna Jones thinks she should lose some weight even though she is skinny. Anna is concerned about her ________.

a body image

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

a large gap between their real and ideal selves

The process of learning values from other cultures is called ________.

acculturation

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

believers

What type of learning theory emphasizes that people are problem solvers who actively use information from the world around them to master the environment?

cognitive learning theory

_______ is where a person derives his or her identity in large measure from a social group.

collective self

Classical conditioning takes place when a(n) ________ is continuously matched with a(n) ________.

conditioned stimulus; unconditioned stimulus

Understanding our social roles are part of our ________.

extended self

Herbal companies traditionally sold their products in cylinder-shaped plastic containers that were very characteristic of the herbal supplement market. One company broke with tradition and began to sell its herbal products in bottles that appeared to be straight from the pharmacy's shelf. They were rectangular with white labels that looked very professional. Sales went through the roof. What form of stimulus generalization most likely worked for the herbal company?

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

Jim Smith thinks he should be more outgoing. He is looking at his ________.

ideal self

Much learning takes effort and time, but some learning is so casual as to be unintentional. This type of learning is referred to as ________ learning.

incidental

Sam Bolton hums the Purina Cat Chow jingle as he drives down the expressway. A thought suddenly occurs to Sam: "Why am I humming this stupid jingle? I don't buy this stuff; in fact, I don't even have a cat." Sam knows this jingle is ________.

incidental learning

The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning.

knowledge

The ________ hierarchy of effects assumes the consumer does not initially have a strong preference for one brand over another. Instead, a consumer acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used.

low-involvement

Pamela Ortiz rarely makes eye contact with others in social settings. Though by many standards she is physically attractive, she perceives that others find her plain and uninteresting. By not making eye contact, she is somewhat creating a self-fulfilling prophecy with respect to males in her social circle. This situation matches occurrences in which of the following "self" situations?

the looking-glass self

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

the superego

Rick Tuan has a unique problem. He must persuade a good friend to stop smoking. He knows that if he just says "Quit," his message will be rejected. Instead, Rick chooses to offer a ________ message in which he presents the positives and negatives of quitting smoking. He feels sure that his approach will have a greater likelihood of success with his friend.

two-sided

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

unconscious motives

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

warrior