MKT 231 Exam 2

When a need is aroused that the consumer wishes to satisfy, the ____ process has been activated.

motivation

When a person buys expensive jewelry, which of the following needs is most likely being expressed?

hedonic

Goals can be positive or negative. This is an expression of a goal’s. ____.

valence

What type of conflict when we desire a goal but wish to avoid it at the same time?

approach-avoidance conflict

Which of the following needs from Maslow’s hierarchy is addressed by the U.S. Army’s advertising slogan “Be all you can be”?

self-actualization needs

____ suggests that expectations of achieving desirable outcomes-positive incentives-rather than being pushed from within motivate our behavior.

expectancy theory

An individual with a high need for ____ would be most likely to place a premium on products and services that signify success

achievement

In its advertising, an automobile company emphasizes the fuel economy, safety rating and resale value of its car. The company is trying to appeal to which of the following consumer needs?

utilitarian needs

Mary Chen is torn between going home for the holidays to visit her parents in China or going on a skiing trip with friends from college. Mary would love to be able to do both. Which of the following motivational conflicts will Mary most likely experience as she makes her decision?

an approach-approach conflict

If a consumer were to pursue products and services that seemed to alleviate loneliness, such as playing team sports, going to a bar, and/or shopping in busy malls, the consumer would be expressing a need for _____.

affiliation

The degree to which a person is willing to expend to reach a specific need is called _____.

motivational direction

_____ is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another.

The theory of cognitive dissonance

What theory of personality suggests that one person differs from another because of a number of different characteristics such as introversion or extroversion?

Trait theory

Sally always buys Coca-Cola out of habit, which is an example of _____.

inertia

Products that command fierce loyalty, devotion and even worship by consumers are called ______.

cult products

When M&M’s put consumers’ names and faces on their candy, this is an example of _____.

mass customization

_____ performances are where the message itself is a form of entertainment.

spectacle

Freelancers and fans film their own commercials for their favorite products and post them on websites. This is referred to as _____.

consumer-generated content

Person, object, and situational factors are the three types of influences that determine a person’s level of _____.

involvement

The local Harley-Davidson motorcycle outlet has special events on Saturday mornings that involve vintage bikes exhibitions and free goods. Some people travel more than 100 miles on their Harleys to be there almost every Saturday. The motorcycle outlet marketing approach is successful because Harley-Davidson has become a _____ product.

cult

Deshawn is dehydrated after a workout, so he purchases a smoothie to replenish. He feels refreshed after he finishes the drink. Satisfying his need and returning to a balanced state is referred to as _____.

homeostasis

Psychological research finds that which of the following statements is true as incomes rise?

People tend to prefer additional experiences to possessions

Which of the following from Maslow’s Hierarchy of needs is addressed by the Pepsi advertising slogan “You’re in the Pepsi generation”?

belongingness needs

The placebo effect refers to the tendency of our brains to convince us that fake treatments produce real results, such as sugar pills producing real medical benefits. The placebo effects demonstrates that expectations can have an impact on our feelings and behaviors

true

A company shows pictures of sad puppies in an advertisement. At the end of the ad, the company provides a phone number to call for watchers to adopt one of the puppies in the ad. The company is using what technique?

negative state relief

A process that scours social media to collect and analyze the words people use when they describe a specific product or company is called a _____.

sentiment analysis

Which of these products is likely to experience the highest degree of involvement from consumers?

houses

Research indicates that consumers are willing to pay more for a brand when _____.

they feel a personal connection to the company

people are more likely to experience narrative transportation when _____.

they are immersed in a storyline

Unusual cinematography and unexpected movements in commercials are examples of which strategy to increase message involvement?

using novel stimuli

"Casual Fridays" in American workplaces encourage the expression of a person's ________.

unique self

________ refers to the positivity of a person's self-concept.

Self-esteem

Through the process of ________, people try to "manage" what others think of them by strategically choosing clothing and other products.

impression management

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

symbolic interactionism

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

self-image congruence

The extended self is comprised of ________.

external objects we consider a part of us

Which of the following is NOT one of the four levels of the extended self?

social level

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

a large gap between their real and ideal selves

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

________ refers to a consumer's subjective evaluation of his or her physical self.

Body image

The ideal self is a person's conception of how he/she ________.

would like to be

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

Collective self

________ summarizes the beliefs a person holds about his own attributes and how he or she evaluates their self on those qualities.

Self-concept

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

the collective self

________ is the way we assume others expect us to act.

Self-fulfilling prophecy

College student Jeff Barnes sees himself as a rich banker who drives a top of the line BMW. This fantasy is an expression of the ________.

ideal self

________ is when the person tries to evaluate their appearance by comparing it to the people depicted in artificial images.

Social comparison

The U.S. government estimates that approximately ________ of American adults are overweight or obese.

66 percent

Personal objects, places, and things allow people to feel that they are rooted in their larger social environments. The home can be symbolic for the extended self. Which of the following categories or levels of the extended self would the home most likely be associated with?

family level

Fred Johnson lives, eats, and breathes pro football. His favorite team is the Dallas Cowboys. His home looks like a Dallas Cowboys museum. Which level of the extended self would most likely apply to Fred's situation?

group level

Western cultures tend to subscribe to an independent understanding of the self, which emphasizes the inherent separateness of each individual.

True

________ refers to the possession of both masculine and feminine traits.

Androgyny

________ refers to a consumer's subjective evaluation of his or her physical self.

Body image

Both Eastern and Western cultures see the self as divided into a(n) ________.

inner, private self, and an outer, public self

The preference in a culture for a particular model of beauty (or exemplar) is called a(n) ________.

 ideal of beauty

Which of the following best describes the concept of the avoidance self?

refers to the type of person we don't want to be

________ refers to imagining how others react to us.

Looking-glass self

Symbolic self-completion theory says that people with an incomplete self-definition tend to complete their identities by ________.

acquiring and displaying symbols

A digital self is an example of our ________ self.

extended

Mark primarily identifies himself based on the town where he grew up. This is an example of which level of Mark's extended identity?

community

Followers of the Singularity movement believe that we are headed toward a new era where ________.

a human/machine hybrid civilization is created

What is the name of the practice where clothing manufacturers deliberately assign smaller sizes to garments?

vanity sizing

________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment.

Personality

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

 id

Freud's theory of personality includes the ________.

super ego, ego, id

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

In the 1950s, an approach called ________ research attempted to use Freudian ideas to understand the deeper meanings of products and advertisements.

motivational

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 it contains vaguely sexual undertones.

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

According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures.

archetypes

________, one of Freud's followers, proposed that people can be described as moving toward others (compliant), away from others (detached), or against others (aggressive).

Karen Horney

According to Freud, the system that acts as a referee in the fight between temptation and virtue is called ________.

the ego

Freedom, youthfulness, achievement, and materialism are characterized as U.S. ________.

core values

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

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

acculturation

The Pillsbury Doughboy and the Jolly Green Giant are examples of ________.

brand personalities

Linda named her car, which she drove to work every day, Sylvia. She talked to her friends about the personality traits her little car seemed to have. Linda has ________ her car.

anthropomorphized

AIO surveys help measure ________.

lifestyles

________ are the use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market (and their reasons) to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium.

Psychographics

According to the VALS2™ system, consumers that have strong principles and favor proven brands are considered ________.

believers

Marketers use results from AIO surveys to ________.

define target markets, create a new view of the market, position a product

Lee-Ann Wang is young and enjoys risky activities such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2™ groups would Lee-Ann most likely belong?

experiencers

Which type of psychographic study places a large sample of respondents into homogeneous groups based on similarities of their overall preferences?

general lifestyle segmentation

The VALS2™ group is termed the ________, who are successful consumers with many resources. This group is concerned with social issues and is open to change.

innovators

________ is/are a norm that controls basic behaviors such as who does household chores.

Custom

According to the Minnesota Multiphasic Personality Inventory, our personalities tend to stabilize by what age?

30

Recent advertisements have shown the Planters Peanut to have a family, including a baby. Emphasizing the backstory of the evolution of this advertising mascot is an example of ________.

brand storytelling

When Apple uses advertisements that emphasize how they got started in a garage and their founders had no college degrees, this is an example of using ________.

an underdog brand biography

Product complementarity occurs when ________.

the symbolic meanings of different products relate to one another

A Spotify advertisement promotes the makeup being used by a band that a user happens to like. This is an example of what phenomenon?

consumption constellation

Lululemon relies on a "muse" in their marketing: a 32-year-old professional single woman who travels and has time to work out every day. The "muse" the company created is an example of ________.

 a buyer persona

Natalie learns a lot of beliefs through her parents, friends, and teachers. These are known as ________.

socialization agents

________ is a lasting, general evaluation of people, objects, advertisements, or issues.

An attitude

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

attitudes facilitate social behaviors

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

Knowledge

The intentions to take action.

Behavior

What a person believes to be true about the attitude object.

Cognition

How a consumer feels about an attitude object.

Affect

 Affect then Behavior then cognition

Experiential Hierarchy