consumer behavior exam 1

which of the following is not one of the four key tenets when considering the study of consumer behavior?

market research looks narrowly at buyer decisions to simplify the complexity of consumer behavior

Brand marketing is the concept of building a differentiated, recognizable identity for your company

true

the marketing role focused on driving customers into a company's purchase funnel (the detailed steps in a customers journey from awareness to purchase), pushing them through that funnel until they make a purchase, and doing so in a cost-effective way

acquisition marketing

True or False

the conversion funnel is to move consumers from consideration to awareness to purchase

true or False: A marketer's role relative to consumer behavior ends when the consumer selects a service or purchases a promoted product

false

which of the following is not an internal influence that impacts an individuals sense of self?

marketing messages

this is likely the most significant external influence on a consumer's behavior; includes values, norms, language, religion, cuisine, and social habits

culture

True or False: Brand is a name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers

true

business people truly needing to understand when and why consumers act the way they do is ...

the foundation of all strategies with which a company moves forward

True or False: Brand marketers seek to drive brand health, which is often defined as awareness and consideration of and affinity for a brand

True

this states that consumers' unconscious desires drive purchase decisions, and therefore, when marketing products and services, companies should appeal to those desires

Dichter's theory of motivation

True or False: innate needs are biological needs, such as food, water, air, clothing and shelter

true

true or false: marketing innovation is defined as developing compelling marketing messages that highlight a product's value proposition and differentiating factors

false

this is the governing body that reviews and regulates advertising materials to ensure that content is true and doesn't overpromise

federal trade commission

according to the consumer motivation process diagram, which of the following is between "tension" and "action"?

motivation

according to the text, savvy companies define their brands in terms of _____, not simply by the products they sell

the consumer needs they satisfy

which of the following is not one of the three facets of needs presented in the reading?

the variation among customer needs results in companies hyper-targeting messages

true or false: McClelland"s human motivation theory can be used to influence how managers set goals, provide feedback and motivate and reward team members

true

true or false: the state of mind you experience as you search for something to fulfill your need is your consumer framework

false

true or false: goal identification is part of consumer movement from identifying needs and motivations to purchasing products and services

true

true or false: physical stimuli from the outside environment is one of two primary inputs to perception

true

true or false: information search is not one of the first three stages of the consumer decision-making process

false

true or false: closure, a critical element of gestalt psychology, deals with objects that are part of a visual design being perceived as a group or a pattern

false

A 16-ounce bottle of dasani water might be placed next to a salad bar so consumers grab a salad and water at lunch when he or she is on the go. This product placement exemplifies the gestalt psychology element of ____.

proximity

____ is the practice of placing ads in places where consumers don't expect to see them or where they simply can't avoid them

ambush marketing

the first step in understanding how to create or change perceptions is to

understand the elements of perception that consumers use to understand the world around them

when it comes to problem recognition, in the case of _____, marketers can create advertisements that consumers hear and see so consumers realize they have an unmet need awaiting fulfillment and that a marketer's product can fulfill that need

external stimuli

true or false: perception is all about the objective reality of their environment-- not consumers' subjective understanding of the world around them

false

true or false: an example of how stimuli affects marketing efforts in Snapple's elimination of the plastic seal around bottle caps

true

weak stimuli involves____

consumers adding bias as a means of interpreting the stimuli

______ focuses on the automatic response that humans develop through repeated exposure and reinforcement

classical conditioning

_____ based on the notion that learning occurs through a trial-and-error process (also called operant conditioning)

instrumental conditioning

true or false: cognitive learning is primarily concerned with how information is processed by the human mind: how it is stored, retained and retrieved

true

motivation, cues, response and reinforcement are all critical elements of

consumer learning

true or false: repetition as a strategic application is what also enables marketers to launch new product lines and product forms under the same brand name

false

true or false: the short-term store within the human brain is a space where sensory input lasts for just a second or two

false

cognitive theorists believe that ______ is a complex mental process that happens because consumers make the conscious choice to process information and store that information in their brains

learning

in a this type of test, researchers show consumers an advertisement and ask them if they remember seeing it and if they can remember any of its main points

recognition test

true or false: one of the primary differences between recall tests and recognition tests is that recall tests use unaided recall

true

true or false: both consumer behaviors and attitudes are critical components that marketers seek to measure regarding brand loyalty

true

in freudian theory, this is an individual's internal expression of society's moral code

superego

_____ consists of the inner psychological characteristics that both determine and reflect how consumers think and act

personality

conclusions stemming from psychologists research into human personality has not been uniform, but, overall, researchers agree on three principles. which is not presented as one of these agreed upon principles?

since personality is individual, it is not consistent

this individual identified 16 personality traits that he used to understand and identify individual differences in personality

Raymond Cattell

true or false: based on the type of purchase they are exploring, consumers can fall into different categories of Karen Horney's theory relative to groups of personality types

true

true or false: trait theory is not among the foundational aspects of customer segmentation

false

advertisements that focus on the personal benefits of product features tend to appeal to______

inner-directed consumers

true or false: need for cognition (NFC) measures consumers' desire for information processing and ultimately, thinking

true

true or false: according to psychologists who have explored the motivations behind consumer innovativeness, social factors are among the four main reasons consumers choose to accept and adopt new innovations

true

true or false: an understanding of consumer personalities should form the foundation of a marketer's positioning strategy

true