Exam 2 (Ch. 8 -13) - MKTG 4204 Consumer Behavior

Question 1

Memory of sequence of events in which a person participated. Personal memories of events like a 1st date or graduation

Accepted Answer

Episodic memory

Question 2

___the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers.

Accepted Answer

atmospherics

Question 3

use of the threat of negative consequences if attitudes or behaviors are not altered

Accepted Answer

Fear appeals

Question 4

Program involvement that moves from low to moderate involvement increases the attention paid to ads in a program

Accepted Answer

True

Question 5

Task definition is the purpose or reason for engaging in the consumption behavior.

Accepted Answer

True

Question 6

____ is the value consumers assign to a brand above and beyond any specific functional characteristics of the product

Accepted Answer

brand equity

Question 7

this learning occurs in situations where the individual is highly motivated to learn the material

Accepted Answer

High involvement learning

Question 8

Operant cond. differs from classical as the learner 1st engages in desired behavior & receives appropriate reward after

Accepted Answer

True

Question 9

The emotional appreciation for benefits received. Firms can create it by making relationship marketing investments.

Accepted Answer

consumer gratitude

Question 10

LTM or working memory is that portion of total memory that is currently activated or in use.

Accepted Answer

False

Question 11

Moods reflect states of mind but momentary conditions reflect temporary states of being, such as being tired/ being ill

Accepted Answer

True

Question 12

Experian’s Mosaic Global analyzed millions of households across the world & found 10 global lifestyle segments

Accepted Answer

True

Question 13

The extended self consists of the self plus possessions. We tend to define ourselves in part by our possessions.

Accepted Answer

True

Question 14

analytical reasoning is the most complex form of cognitive learning

Accepted Answer

True

Question 15

Communication that implies or from which one could reasonably infer that an org. is associated w/ an event when its not

Accepted Answer

ambush marketing

Question 16

focus on the demographics of geographic areas based on a belief that lifestyle is largely driven by demographic factors

Accepted Answer

geo-demographic analysis

Question 17

reflects an individual difference in consumers’ propensity to be biased against the purchase of foreign products

Accepted Answer

consumer ethnocentrism

Question 18

The resolution of motivational conflict can affect consumption patterns & therefore is of interest to marketing managers

Accepted Answer

True

Question 19

relates to how consumers do not need to experience rewards or punishments directly to learn

Accepted Answer

Modeling (or vicarious learning)

Question 20

Exposure occurs when a stimulus is placed within range of sensory receptor nerves.

Accepted Answer

True

Question 21

A script is a memory of how an action sequence should occur.

Accepted Answer

True

Question 22

Attribution theory relates to consumers having a need to attribute an underlying cause to a given outcome.

Accepted Answer

True

Question 23

any change in the content or organization of LTM and/or behavior

Accepted Answer

learning

Question 24

Over time we adjust to & no longer pay attention to the level and type of stimulus to which we are consistently exposed.

Accepted Answer

adaptation-level theory

Question 25

social occasion that triggers a set of interrelated behavior occurring in a structured format that have symbolic meaning

Accepted Answer

ritual situation

Question 26

_______is a low-involvement scanning of the environment. It appears to be mainly a right-brain activity.

Accepted Answer

Nonfocused attention

Question 27

A segment based on needs or sought benefits. Importance ratings are a way to measure what consumers feel is important.

Accepted Answer

benefit segment

Question 28

_____can be measured by direct questions. Latent motives may require projective techniques or other indirect approaches.

Accepted Answer

Manifest motives

Question 29

_______involves placing signage in one area of the store to promote complementary products in another area.

Accepted Answer

Cross-promotional retail strategy

Question 30

Marketers must be aware of contextual cues to ensure ads are evaluated in the manner in which they are intended.

Accepted Answer

True

Question 31

Emotional ads are not designed to elicit a positive affective response rather than to provide information or arguments.

Accepted Answer

False

Question 32

is characterized by an emphasis on personal goals, characteristics, achievements, and desires.

Accepted Answer

The independent self-concept

Question 33

______deal with the other people present that could have an impact on the individual consumer’s behavior.

Accepted Answer

Social surroundings

Question 34

How can attitudes guide new-product development?

Accepted Answer

Ideal performance levels by attribute, provide a particularly useful guide

Question 35

Flashbulb memories are not a type of episodic memory

Accepted Answer

False

Question 36

Pictures, music, surrealism, and so on, are _____ of ads.

Accepted Answer

nonverbal components

Question 37

continual repetition of info in order to hold it in current memory for use in problem-solving or transferal to LTM

Accepted Answer

maintenance rehearsal

Question 38

Elaboration likelihood model suggests involvement is a key determinant of how info is processed & attitudes are changed

Accepted Answer

true

Question 39

The sum of all the physical features of a retail environment is referred as the store atmosphere or environment.

Accepted Answer

store atmosphere

Question 40

Co-branding also known as co-marketing, brand alliances & joint marketing is when 2 brands are given to a single product

Accepted Answer

True

Question 41

suggests that consumers will react differently depending on which broad set of motives is most salient

Accepted Answer

regulatory focus theory

Question 42

_________learning encompasses all the mental activities of humans as they work to solve problems or cope with situations

Accepted Answer

cognitive

Question 43

Interpretation is a function of the _____ formed by the characteristics of the stimulus, the individual & the situation

Accepted Answer

pattern

Question 44

____ is a decision by a marketer to try to achieve a defined brand image relative to competition within a market segment

Accepted Answer

product positioning

Question 45

unknown to the individual or they are reluctant to admit them - require projective techniques or indirect approaches

Accepted Answer

Latent Motives

Question 46

includes data on product consumption/media usage patterns & Census data to classify down to individual household levels

Accepted Answer

PRIZM, by Claritas

Question 47

are transient feeling states that are generally not tied to a specific event or object.

Accepted Answer

moods

Question 48

unobservable inner force that stimulates & compels a behavioral response & provides specific direction to that response

Accepted Answer

a motive

Question 49

complex web of associations linking a variety of concepts and episodes to a particular object or event

Accepted Answer

Schema

Question 50

presenting a stimulus so it is perceived as the focal object attended to & other stimuli are perceived as the background

Accepted Answer

Figure-ground

Question 51

Perceptual mapping doesn't offer marketing managers a useful technique for measuring & developing a product’s position

Accepted Answer

False

Question 52

Self-Concept is the totality of one’s thoughts and feelings toward one’s self. It is one’s attitude toward one’s self.

Accepted Answer

True

Question 53

allows consumers to use an existing knowledge base to understand a new situation or object; form of analytical reasoning

Accepted Answer

Analogical reasoning

Question 54

Smart banners are never banner ads that are activated based on terms used in search engines

Accepted Answer

False

Question 55

presenting a brand to a person a large # of times might make the individual’s attitude toward the brand more positive

Accepted Answer

mere exposure

Question 56

revolve around a desire for growth and development and are related to consumers’ hopes and aspirations

Accepted Answer

Promotion-focused motives

Question 57

What are physical surroundings (as a situational variable)?

Accepted Answer

Both configurations of merchandise & physical aspects of any situation

Question 58

It is the basic knowledge and feelings we have about an object or event.

Accepted Answer

Semantic Memory

Question 59

refers to the extent to which an individual includes important brands as part of their self-concepts

Accepted Answer

brand engagement

Question 60

involve informing the consumer of one or more functional benefits that are important to the target market

Accepted Answer

Utilitarian appeal

Question 61

attempt to build a personality for the product or create an image of the product user

Accepted Answer

value-expressive appeal

Question 62

is characterized by and emphasis on familiar, cultural, professional, and social relationships

Accepted Answer

The interdependent self-concept

Question 63

Refers to: left side of brain controls cognitive activities & rational thought, the right side deals w/nonverbal info.

Accepted Answer

hemispheric lateralization

Question 64

To persuade consumers marketers mustn't determine how consumers acquire info & how much they are able to use effectively

Accepted Answer

False

Exam 2 (Ch. 8 -13) - MKTG 4204 Consumer Behavior

Questions 66

Exam 2 (Ch. 8 -13) - MKTG 4204 Consumer Behavior

Questions 66