Psychology of Advertising Test #1 UT

What is motivation explained through Drive Theory?

-Explains power of tension -Focus is on biological need -underlying assumption is that we crave balance -tension originates with an unpleasant feeling -tension motivates resolution -goal is to return to homeostasis

What are some biases in decision-making processes?

-Reluctancy to waste money -Loss aversion: more fully experience loss than gains -Prospect theory: gained framed messages effective when an outcome and loss-framed messages effective when outcome is uncertain

What are products that successfully reflect dominant values?

-TV dinners (changes in family structures) -Cosmetics from natural materials (anti-pollution/animal rights) -female condoms (changes in sexual responsibility)

What is motivation?

-driver of behavior -result from arousal of a "need" -meeting that need is the end goal -tension of the want arouses the "drive" to meet that goal

What are some things wine consumers are more likely to identify as?

-open to new experiences -following their own path in life -information savvy and confident consumers -desirous of intangibles, experiences, and emotions -having life priorities in order -eschewing brands as badges -mainly women

What are the levels of abstraction?

-position a product -identify competitors -create and exemplar product -locate products in a store -evaluate criteria

How can consumers develop relationships with brands?

-self concept attachment: helps build identity -interdependence: daily routine -nostalgic attachment: link to your path -love: warmth, passion

What are some techniques that boost a consumer's motivation?

-use novel stimuli to produce unexpected movements -Include celebrity endorsers -Provide values that customer's appreciate -Invent new media platforms to grab attention -create spectacles where the message itself is a form of entertainment

Who doe we effectively recommend a new decision criterion?

1. It should point out that there are significant differences between brands on the attributes 2. It should supply the consumers with a decision making rule such as deciding on competing brands and then using the attribute as a criterion 3. It should convey the rule that it is consistent with how the person made the decision on prior occasions.

What are the steps of a cognitive decision making process?

1. Problem recognition 2. Information search 3. Evaluation of alternatives 4. Product choice

What is the 80/20 rule?

20% of users account for 80% of sales.

What is bounded rationality?

A "good enough" rationality on decision making?

What is brand loyalty?

A bond between consumer and sellers that is very difficult for consumers to break

What is product involvement?

A consumers level of interest in a particular product

What is pastiche?

A mixture of images and ideas

What is a consumer?

A person who identifies a need or desire, makes a purchase, then disposes of a product.

What is a paradigm?

A set of beliefs that guide our understanding of the world

What is consumer behavior?

A study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.

What is cybermediary?

A website or app that helps to filter and organize online market info so customers can identify and evaluate alternatives more efficiently

Which of the following is NOT one of the three stages of the process of perception?

Adaptation

What are important demographics to remember in advertising?

Age, gender, family structure, social class and income, race and ethnicity, geography, lifestyles

What are market segmentation strategies?

An organization will target its product to specific groups of consumers rather than everybody.

What is mental accounting?

Analysis of people's responses to situations

When people deface products, it is an act of ________.

Anticonsumption

What is the Economics of Information Perspective?

Assumes we collect just as much data as we need to make an informed decision

Source ________ refers to the message source's perceived social value.

Attractiveness

Matthew assumes the virtual identity of Vlad the Conqueror and is able to see himself in an online game as an armored attack robot. This visual identity is called a(n) ________.

Avatar

What does the study of motivation center on?

Behavior and what initiates it, terminates it, and persists on it

What is the elimination-by-aspects rule?

Buyer evaluates brand by his most important attribute but also imposes specific cutoffs

What is maximizing solution?

Cognitive decision strategies when we want to arrive at the best result

What are the three categories of consumer decision making?

Cognitive(rational) habitual(automatic), and affective(emotional)

What is Big Data?

Collections and analysis of extremely large dataases

Size, color, position, and novelty are all strategies for creating which of the following?

Contrast

The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________.

Credibility and attractiveness

What is priming?

Cues in the environment that make us more likely to react a certain way even though we're unaware of these influences

What is evaluative criteria?

Dimensions we use to judge the merit of competing options

According to the ________ factor leading to adaptation, simple stimuli habituate because they do not require attention to detail.

Discrimination

What is the expectancy theory?

Expectations of achieving desirable outcomes rather than being pushed from within motivate our outcomes

When a stimulus comes within the range of someone's sensory receptors, ________ occurs

Exposure

Dorothy's red shoes in the Wizard of Oz (1939) exemplify which of the following concepts of the self?

Extended self

Cause marketing is the same as social marketing. True or false?

False

The concept of "cradle to cradle" means that we should market to consumers from the time they are born until the time they give birth. True or false?

False

What are determinant attributes?

Features we actually use to differentiate among our choices

What is selective search?

Focused and efficient searches by expert consumers

What are the four dominant values that drive brand choice?

Freedom, belongingness, excellence, connection

The popular marketing technique known as ________ marketing applies the principles of instrumental conditioning by reinforcing regular purchases; consumers are given rewards with values that increase along with the amount purchased.

Frequency

When companies make false claims about how environmentally friendly their products are, ________ has occurred.

Greenwashing

According to the exposure factor leading to adaptation, frequently encountered stimuli ________ as the rate of exposure increases.

Habituate

What is a mental budget?

Helps us estimate what we will consume over times so that we can regulate what we do in the present

________ is the promotional strategy that involves select consumers altering some aspects of their selves to advertise for a branded product.

Identity marketing

What is the noncompensatory rule?

If an option doesn't suit us on one dimension, we just regret it out of hand and move on to something else rather than think about how it may meet our needs in other ways

What is sunk-cost fallacy?

If we're paid for something, we're more reluctant to waste it

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 through ________.

Incidental learning

Based on motivational research, which of the following consumption motives most likely explains a person's motivation to purchase gourmet foods, foreign cars, or perfume?

Individuality

________ is the process by which the consumer surveys the environment for appropriate data to make a reasonable decision.

Information search

What is relationship marketing?

Interacting with customers on a regular basis by giving them solid reasons to stay with a certain company

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

Simi Ghandi is never quite sure which brand of gum to buy. She tries some, likes some, and rejects some. However, through a process of behavioral learning she does remember those brands that taste good and make her mouth feel fresh. The problem is that she cannot often remember the brands that are not so good and often repeats purchasing mistakes. "Oh well," says Simi, "gum buying is not that big of a deal anyway." Which of the following hierarchies would best describe Simi's situation?

Low-involvement hierarchy

What is message involvement?

Media vehicles possess different qualities that influence our motivation to pay attention to what they tell us

What are heuristics?

Mental shortcuts

On her first visit to China, Jane did not know how to pay for the produce she had selected at a market. She watched several Chinese women pay for their selections, and then Jane copied their behavior. In this example, Jane used ________.

Modeling

What are conventional norms?

Norms that regulate how we conduct our everyday lives

________ learning occurs when an individual watches the actions of others and notes the reinforcements they receive for their behaviors.

Observational

Explain step one of the cognitive decision making process: Problem recognition

Occurs when we experience a significant difference between our current state of affairs and some state we desire

Another name for instrumental conditioning is ________ conditioning.

Operant

What is covariation?

Our associations among events that may or may not actually influence one another

Do sex-related ads work? Which of the following best answers this question?

Overall, the use of a strong sexual appeal is not very well received.

What is the information-processing perspective?

People calmly and carefully integrate as much info as possible with what they already know about a product, painstakingly weigh the pluses and minuses of each alternative, and arrive at a satisfactory decision

What is the meaning of consumption?

People often buy products for what they mean rather than what they do

Because the brain's capacity to process information is limited, consumers are very selective about what they pay attention to and tend to select stimuli that relate to their current needs. This type of perceptual filter is called ________.

Perceptual vigilance

________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired state.

Problem recognition

What is acculturation?

Process of learning the value systems and behaviors of another culture

What is the conjective rule?

Processing by brand. All or nothing mindset.

What are the four P's of marketing?

Product, Price, Promotion, Place distribution

What are affects?

Raw reactions to products

What is the Lexicographic rule?

Selecting a brand that is best on the most important attribute?

According to ________ models, we choose products with attributes that match some aspect of our selves.

Self-image congruence

The immediate response by our eyes, nose, mouth, or fingers to such basic stimuli as light, color, sound, odor, and texture is called ________.

Sensation

Most Freudian applications in marketing relate to the product's ________.

Sexual symbolism

Cash losses due to shoplifting and employee theft are called ________.

Shrinkage

As May-Lee considers her purchase of perfume, she shifts back and forth between thinking about claims made by the different brands, remembering ads she has seen, and considering her emotional responses to the various brands. Which of the following processes most accurately describes what May-Lee is going through?

Spreading activation

What is productivity orientation?

Striving to use time productively

Which of the following statements is most likely true about styles?

Styles are often a reflection of more fundamental societal trends.

________ occurs when a stimulus is below the level of an individual's awareness

Subliminal perception

What are cressive norms?

Subtle social norms

According to the sociological tradition of ________, relationships with other people play a large part in forming the self.

Symbolic interactionism

What is situational involvement?

Takes place with a location where people consume a product or service

Erika landed a job as an analyst for a small marketing research firm whose task was to observe and probe patient behaviors at a small Midwestern clinic. In her study, she noticed that many of the patients had a tendency to underestimate the time since their last doctor visit. The memory lapse she observed was due to a memory problem called ________.

Telescoping

What are category exemplars?

Tend to exert a disproportionate influence on how people think of the category in general

What is marketing?

The activity and processes for creating, communicating, delivering, and exchanging offerings that have value for customers clients, partners, and societies at large.

What is an evoked set?

The alternatives a consumer knows about

What is a consideration set?

The alternatives a consumer seriously considers

What is habitual decision making?

The choices we make with little or no conscious effort

What is perceived risk?

The consumer believes there may be negative consequences if they choose the wrong option

What is variety seeking?

The desire to choose new alternatives over familiar ones

What is buyer behavior?

The interaction between consumers and buyers at the time of purchase.

What does positioning strategy hinge on?

The marketer's ability to convince the consumer to consider its product within a given category

What is mass customation

The personalization of products and services for individual consumers at a mass production price

What is enculturation?

The process of learning the beliefs and behaviors of one's own culture

Esso (now Exxon in the United States) used the work of Ernest Dichter to influence its "Put a Tiger in Your Tank" ad campaign. Which of the following conclusions formed the rationale for the famous campaign?

The tiger supplies powerful animal symbolism and conveys vaguely sexual undertones.

Hofstede's Dimensions of National Culture organizes cross-cultural values based on power distance, individualism, masculinity, uncertainty avoidance, long-term orientation, and indulgence. True of false.

True

Passing a driving test to receive a driver's license is an example of a rite of passage. True of False

True

Romance novels often follow a cultural formula. True or False.

True

The Food and Drug Administration (FDA) polices advertising claims related to the contents of edible products and pharmaceuticals. True or False?

True

Which of the following best describes the findings of research on using two-sided messages to communicate with consumers?

Two-sided messages can be quite effective, yet marketers rarely use them.

What is neuromarketing?

Uses functional magnetic resonance imaging to find out how fear, panic, exhileration, and social pressure influences choices knowledge structure

A department store decides to use "secret shoppers" at unannounced times to test for service quality among its personnel. Store personnel are rewarded for excellent service attitudes. Which of the following reinforcement schedules would most likely apply in this situation?

Variable-interval reinforcement

What is default bias?

We are more likely to comply with a requirement than to make the effort not to comply

What is the expectancy disconfirmation model?

We form beliefs about product performance based on our prior experience with the product

What is counteractive construal?

When consumers exaggerate the negative aspects of behaviors that will interfere w/ the ultimate goal

What is consumer generated content?

When everyday people voice their opinions or share information in a public online forum

What is narrative transportation?

Where people become involved in the storyline of an ad

self regulation

a persons attempt to change or maintain his actions over time

What is PR?

a strategic communication process that builds mutually beneficial relationships between organizations and their publics

A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues.

attitude

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

attitudes facilitate social behavior

What is positism?

belief that human reasons is supreme and there is a single objective truth that science can discover

A customer buying an unfamiliar product that carries a fair degree of risk would most likely engage in what type of decision-making?

cognitive decision-making

What is inertia?

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

What are demographics?

descriptive characteristics of a population to know what certain consumers would be attracted to

What is constructive processing?

evaluating the effort one needs to make a particular choice and then tailor the amount of cognitive effort one expends to get the job done

What is consumption communities?

groups of people with previous experience with certain brands that influence what potential consumers do and don't buy

A consumer who uses a few simple decision rules to arrive at a purchase decision is using which of the following?

habitual decision making

A mental or problem-solving shortcut to make a purchase decision is called a(n) ________.

heuristic

Which functional area of culture is most closely related to the idea of a common worldview?

ideology

Jack isn't motivated to spend time thinking about what his mom's birthday present could be so he just orders her flowers yet again. Jack is experiencing ________.

inertia

The ability for a consumer to assess, analyze, evaluate, and communicate information in a variety of forms including print and non-print messages is known as ________.

media literacy

Which of the following is the best predictor of whether people will recycle?

perceived effort required

The higher the ________, the higher the level of product involvement as the consumer makes the decision.

perceived risk

Culture is best described as society's ________.

personality

A hot and thirsty customer buys a cool drink and finds it very satisfying. He then buys another drink even though he had not initially planned on buying two and even though he is no longer thirsty. This is an example of ________.

purchase momentum

A set of multiple symbolic behaviors that occur in a fixed sequence and tend to be repeated is called a ________.

ritual

What are subcultures?

small groups w/ similar mindsets (teens, Midwest, Beliebers)

What are intelligence agencies?

sophisticated software programs that use collaborative filtering technologies to learn from past user behavior in order to recommend new purchases

What is interpretism?

stresses the importance of symbolic, subjective experience and interpretive meaning is in the idea of the person

Crescive norms are ________.

subtle rules discovered as we interact with others

Explain step two of the cognitive decision making process: Information search

the process by which we survey the environment for appropriate data to make a reasonable decision