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MKT Consumer Behavior Flashcards | StudBud
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MKT Consumer Behavior
MKT Consumer Behavior
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Answers
1
Behaviors associated with Covid-19 risk now versus back in March is due to WHAT
psychological concept
?
Exposure Therapy
Adaption
Consumtion
Risk Assesment
2
I
n a commercial, the Nike pairs a Beyoncé song with their brand. What is the UCS, the UCR, the CS and the CR?
3.UCR = Beyoncé Song, UCS = Liking of song, CR = Nike, CS = Liking of Nike
UCS = Beyoncé Song, CS = Nike, UCR = Liking of song, CR = Liking of Nike
UCS = Beyoncé Song, UCR = Liking of song, CR = Nike, CS = Liking of Nike
UCR = Beyoncé Song, UCS = Liking of song, CS = Nike, CR = Liking of Nike
3
Select the
three poperties of attention
Continuous
Limtied
Selective (focus on one thing and filter everything else out)
Capable of being divided (can be divided or shared among multiple tasks)
4
Gestalt
: we interpret meaning from the totality of a set of stimuli rather than from an individual stimulus.
True
False
5
Give an example of
blantant product placement:
central to the plot
background placement
intrusive visuals (many)
promotional dialog
6
what is a
schema
?
Levels of consideration sets
what consumers know about an item through experience with people, objects
False memories about a brand or product
Attitudes towards a brand or product
7
The stronger the inital stimulus
the greater the additonal intensity
is needed for something to make noticble difference
True
False
8
Process of an established relationship between one stimulus and response to bring about the learning is:
Classical conditioning - music & pleasant feelings
Operant conditioning
9
What does MAAM stand for?
Multi-Attitude....Attribute Model
Multi-Attribute ..Attitude Model
Many-Attribute... Attitude Model
10
Gestalt: Figure-ground
The eye can differentiate an object from it's surrounding area
Goruping things that are similar into a cluster together
our mind fills in gaps to create a whole
11
Who are the ideal competitors?
JC Penny, Sears
TJ Maxx, Marshalls
The Gap, Nordstrom, Bloomingdales
Wal-Mart
12
Nodes are " concepts found in an associative network"
False
True
13
How do you know if you have a
bad brand image
?
If preferred brand by taste but low sales
If not preferred brand by taste but sales are high
14
What are the characteristics of
Attitude
?
Direction, strength, ambivilance, indifference
Direction, strength, drive, indifference
History, strength, ambivilance, indifference
Past, strength, ambivilance, indifference
15
Attitudes predict behaviors
False
True
16
Exposure
Processes that consumers make sense of, determine meanings of aspects
Consumers select information in the environment to interpret
Process by which consumer comes into physical contact with a stimulus
Devoting cognitive resources to a stimulus
17
Review memory system
reviewed
reviewed
18
Devoting cognitive resources to a stimulus is:
Attitude
Attention
Perception
Expression
19
Give an example of
Subtle product placement:
natural usage
used and mentioned
contextual
background placement
20
Review perceptual process
reviewed
reviewed
21
There are consequences of our beliefs
False
True
22
Gestalt said: we interpret meaning from the
totality of a set of stimuli
rather than from an
individual stimulus
True
False
23
Absolute threshold
is the lowest level of sensory notification (the min amount of noise to tell a difference)
False
True
24
What is
Meaningful encoding
?
Linking unlimited memory with long-term memory
Linking limited memory with long-term memory
Linking long-term memory with unlimited memory
Linking short-term memory with long-term memory
25
Encoding: transferring information into memory
True
False
26
This is an example of:
Proximity
Continuation
Closure
Similarity
27
Gestalt: Similarity
Goruping things that are similar into a cluster together
When we see things grouped together we see them as one figure vx. multiple
our mind fills in gaps to create a whole
28
Our
motivational states
change how we precisely perceive things
True
False
29
Please review charecteristics of Attitude
reviewed
reviewed
30
General attitude
measures
predict general behaviors but not necessarily specific incidents
True
False
31
Review: What each brand can do to help make an attitude more favorable
reviewed
reviewed
32
Why kind of reward should a personal training company give to clients who hate working out?
Free movie passes after attending 5 sessions
Free session after 5 workouts
Additional two workout classes after completing all 5
Free session after completing first work out
33
Types of nodes:
Associative links
Associative Network
Input nodes (the entry points for information into the associative network)
Output nodes (possible responses or associations that are related to input)
34
You will only seem to pay attention to price changes if only the change seems big enough is an example of:
Attention
Promotion
Exposure
Webers Law
35
Drawing attention to a specific element in your ad, you can group it with other elements that are close by you can use:
Continuity
Similarity
Proximity
36
A psychological tendency that is expressed by evaluating a particular entity
with some degree of favor or disfavor
Attitude
Associative Network
Feelings
Exposure
37
Creating a sense of unity in your ad, you can use similar colors, shapes, or themes to help tie everything together is..
Similarity
Continuity
Proximity
38
What type of product placement is this?
Used & mentioned
supraliminal
subliminal
Integrated
39
What are the four dimensions you should include in your attitude questions to best predict behavior?
Target, promotion, action, time
Promotion, type, action, price
Placement, type, action, time
Target, type, action, time
40
Placebo effect
: Consumer tend to think high price is high value
True
False
41
We
forget when information
is not encoded properly
False
True
42
Mcdonalds strategy to increase healthy options following the movie supersize me was an attempt to change:
Associative Network
Leverage perception
Brand awarness
Change the weights
43
Quid pro quo
means: this for that
True
False
44
Marketers need to know how to strengthen and weaken links
False
True
45
Associative links (of varying strengths) connect the nodes
True
False
46
What do consumers do when they encounter something new?
Categorization
Memorize
Learning
Perception
47
How can you create
perceptual maps
?
Plot consumers’ perceptions of existing products.
Use focus groups and managers’ judgments to determineattributes
Plot consumer’s preferences regarding their ideal product
Survey consumers that rate each brand on each attribute
48
Associative networks:
why might people have negative associations with Corona Beer at the start of the pandemic?
Bad past experiences
Cancel culture
Low profits and bad advertising
same name - virus comes from beer!
49
Attitudes
guide our
thoughts, influence our feelings and affect our behavior
False
True
50
Offering a customer 2 free flights for signing up for an airline credit card is agood way to foster intrinsic motivation
True
False
51
Information must be
above the absolute threshold
in order tobe perceived
False
True
52
Factors influencing interpretation:
Context
Consumer factors:
Experience
Stimulus
53
A company wants to decrease the volume of their soda slightly and maintain the same price, this would be an example of
Weber’s Law
Elongation Bias
Classical Conditioning
Just Noticeable Difference
54
How is Memory Organized in Long TermMemory?
Processing
The Associative Network
Short-Term memory
Recalled
55
Please review example of attitude behavior match
reviewed
reviewed
56
Consumers store concepts, feelings, and events in “nodes”
True
False
57
Objects placed close together are perceived as a group is considered what..
Proximity
Similarity
58
Review depth of processing
reviewed
reviewed
59
What are
perceptual maps
used for?
Construct a model for predicting consumer preferences and market share
Learn how to get brand awarness
Learn what is desired by consumers and if they are already being fulfilled
Learn how brands in the market are perceived
60
Objects that look similar
to one another are perceived as a group
Similarity
Proximity
61
Why type of memory is this?
Long-term memory
Short-term memory
62
Give an example of
Moderate product
placement:
verbal mention
used and mentioned
promotion
logo visibility
63
Associative links (of varying strengths) connect the nodes
True
False
64
What type of product placement is this?
Used & mentioned
subliminal (subtle)
supraliminal
Integrated (blantant)
65
A group of brands or products that pops into consumers mind with a particular product category
Evoked Set
Consideration Set
66
Generation effect
: Self-generated answers are better remembered and rhetorical questions work better
True
False
67
Consumer’s goals and motivations
also color product perception
False
True
68
The
more deeply we encode something
the better we are to recall it
False
True
69
Taste test example: Which ways can you test?
Discrimination: shows if people can tell the difference between brands (3t)
Preference: shows if one brand is preferred to another (2t)
70
Give example of
Ambush marketing
(marketing you cant escape)
side of busses
sporting arenas
online platform
71
Which attribute contributes the most to difference in the ratings of the two brands? Why?
Sporty Stying
Ruggedness
Handling
Cost
72
Which Brand is rated more highly?
RAV
Land Rover
73
The goal of using incomplete stimuli
in marketing is to capture the audience's attention, create curiosity, and action.
True
False
74
Gestalt: Closure
our mind fills in gaps to create a whole
When we see things grouped together we see them as one figure vx. multiple
75
Differential threashold
can tell the
difference
between two stimuli or the "JND"
True
False
76
If a soda manufacturer want to DECREASE the volume of its cans but keep same price they will _______the "JustNotiDiff"
Fall above
Fall below
77
The
extent to which a marketing message or content
is made available and visible to a target audience is:
Exposure
Perception
Attention
Expression
78
Review another attitude example
reviewed
reviewed
79
Choose the following: Consumer Attitude towards a product will take into account:
how consumers experience your product
how important they rate the attributes
how consumers evaluate individual attributes
how often consumers refer your product
80
Misattribution
:When context information is misremembered or used incorrectly
True
False
81
Review forgetting chart
reviewed
reviewed
82
Category & attributes
influence
knowledge accessibility
:
False
True
83
Unrelated rewards
are good for people who don’t like brand or activity
False
True
84
Consumers’ beliefs about product attributes (e.g., healthbenefits, price)
bias our perceptions of these products
False
True
85
You may recall seeing an “article” on social media when it was actually a sponsored post is...
Website
Brand awarness
Native Advertising
Traditional/Sponsered Advertising
86
Consumers try to understand new products or brands by fitting them in to their
existing schema
False
True
87
When one
node is activated
, this activation spreads along links to related concepts
False
True
88
Why type of memory is this?
Long-term memory
Short-term memory
89
McDonals after Super size me ad:
Input nodes
changing the weights
Adding links to their schema
Brand awarness
90
Two types associative links important for marketers:
Associative links
Association
Attributes: important for attitudes toward brand (ex. Fast)
Category: important for consideration sets
91
The fact that some people who do not vote have strong feeling about who they want to win
False
True
92
This is an example of:
Closure
Continuation
Similarity
Proximity
93
Having good and bad feelings towards the same thing is
Ambivalence
False
True
94
We make sense of ambiguous stimuli based on their surroundings
False
True
95
How do you know if you have a
good brand
image?
If preferred brand by taste but low sales
If not preferred brand by taste but sales are high
96
If consumers are unfamiliar with the unconditioned stimulus (celeb) is classical conditioning more/less effective?
More
Less
97
Gestalt: Proximity
our mind fills in gaps to create a whole
When we see things grouped together we see them as one figure vx. multiple
98
This is an example of:
Closure
Figure & Ground
Proximity
Continuation
