Buyer Behavior Test 2

Front 1

What are the two types of self-concepts?

Back 1

The Private Self
The Social Self

Front 2

What are the differences between the types of concepts for the Private Self?

Back 2

Actual- How I see myself
Ideal- How I want myself to be

Front 3

What are the differences between the types of concepts for the Social Self?

Back 3

Actual- How others actually see me
Ideal- How I want others to see me

Front 4

What are the characteristics of an interdependent self concept?

Back 4

•Obedient
•Sociocentric
•Holistic
•Connected, and
•Relation oriented

Front 5

What are the characteristics of an independent self concept?

Back 5

•Individualistic
•egocentric
•Autonomous
•Self-Reliant, and
•Self-Contained

Front 6

What is the extended self concept?

Back 6

The extended self consists of the "self" plus the "possessions".

Front 7

Why is the extended self concept important?

Back 7

People tend to define themselves with their possessions.

Front 8

What is a peak experience?

Back 8

An experience that surpasses the usual level of intensity, meaningfulness and richness and produces feelings of joy and self-fulfillment.

Front 9

What is the relationship between the brand and the self concept?

Back 9

The two work together to form the relationship between the brand and the consumer.

Front 10

How does the relationship affect the attitude towards the brand?

Back 10

Consumers seek products that continually improve/maintain self concept.

Front 11

What does the consumers behavior lead to?

Back 11

Satisfaction(AKA the purchase of the products, etc).

Front 12

How does satisfaction of a purchase relate to the self-concept?

Back 12

It continually reinforces the self-concept, and the cycle starts over again from the beginning.

Front 13

What is a lifestyle?

Back 13

How one lives.

Front 14

Why is the lifestyle important?

Back 14

It influences all aspects of ones consumption behavior.

Front 15

What determines a lifestyle?

Back 15

It is determined by the person’s past experiences, innate characteristics, and current situation.

Front 16

What are pyschographics?

Back 16

Attempted quantitative measurements of a lifestyle.

Front 17

What is included in psychographics?

Back 17

Attitudes, Values, Activities and Interests, Demographics, Media Patterns, and Usage rates.

Front 18

What are three lifestyle measurement systems?

Back 18

The VALS System
The PRIZM System
Roper Starch Global Lifestyles

Front 19

What is VALS based on?

Back 19

Enduring psychological characteristics that correlate with purchase patterns.

Front 20

How many classifications of consumers are there under the VALS system?

Back 20

Eight.

Front 21

What are the motivations for consumers under the VALS system?

Back 21

1.Ideals Motivation ––Guided by beliefs and principlesprinciples
2.Achievement Motivation ––Strive for social position and approvaland approval
3.SelfSelf--Expression Motivation ––Express individuality through choicesthrough choices

Front 22

How many social and lifestyle segments are there under the PRIZM group?

Back 22

66.

Front 23

What is the basis behind PRIZM?

Back 23

PRIZM analyzes by geographic lifestyle, and finds that consumers can be group large to small based on the way they live and where they live.

Front 24

What are the lifestage groups in PRIZM based on?

Back 24

The age of the consumer and the presence of children.

Front 25

What is an attitude?

Back 25

An enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment.

Front 26

What are some factors that account for lack of consistencies in measurements of attitudes?

Back 26

Lack of Need
Lack of Ability
Failure to consider Relative Needs
Attitude Ambivalence
Weakly Held Beliefs and Affect
Failure to Consider Interpersonal Influence
Failure to Consider Situational Factors
Measurement Issues

Front 27

Under ELM, which is stronger, attitudes formed under the Peripheral Route, or the Central Route?

Back 27

Attitudes formed under the central route are:
Stronger
More Resistant to counter-persuasion
More accessible from memory
More predictive of behavior

Front 28

Peripheral cues influence persuasion under

Back 28

LOW INVOLVEMENT, but not HIGH INVOLVEMENT.

Front 29

Central Cues influence persuasion under

Back 29

HIGH INVOLVEMENT, but not LOW INVOLVEMENT.

Front 30

How can PCs(peripheral cues) influence high involvement purchases?

Back 30

When there is homogeneity across the market in brands, PC becomes a tiebreaker.
Also, when the tradeoffs for CCs are high, PCs help alleviate the CCs.

Front 31

Consumers are:

Back 31

Resistive to persuasion.
They are not passive to persuasion attempts.
They consistently infer advertisers motive when trying to sell a product.

Front 32

What are the tools consumers use to resist perusasion?

Back 32

Discrediting
Discounting
Containment

Front 33

What is discrediting?

Back 33

Attempting to discredit the credibility of the advertisement or seller.

Front 34

What is discounting?

Back 34

It descredits the advertisement or persuasion on the basis that "it doesn't matter".

Front 35

What are the types of communication characteristics?

Back 35

Source Characteristics ("who")
Appeal Characteristics ("how" communicated)
Message Structure Characteristics("how" presented)

Front 36

What are the types of credibility sources?

Back 36

Source Credibility(source is credible)
Celebrity Sources(celebrity endorses product)
Sponsorship(works almost same as Celebrity)

Front 37

What are two dimensions of source credibility?

Back 37

Trustworthiness
Expertise

Front 38

How are celebrity sources very effective?

Back 38

When marketers match:
-The image of the celebrity
-The personality of the brand
-The actual self image of the market being targeted

Front 39

What are some communicative characteristics that attempt to persuade?

Back 39

Fear Appeals
Humorous Appeals
Comparative Ads
Emotional Appeals
Value-Expressive vs. Utilitarian Appeals

Front 40

What are Value-Expressive appeals?

Back 40

Value-expressive appeals attempt to build a personality for the product or create an image of the product user.

Front 41

What are Utilitarian Appeals?

Back 41

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

Front 42

What are types of framing?

Back 42

Attribute framing
Goal framing

Front 43

What is attribute framing?

Back 43

Framing the attributes of the product to persuade.

Front 44

What is goal framing?

Back 44

Framing the benefits of doing an act vs. the acts of not doing an act to persuade.

Front 45

What do emotional ads rely on?

Back 45

Nonverbal cues to drive a message.

Ex. Music, Pictures, Surrealism

Front 46

What is motivation?

Back 46

The reason for behavior.

Front 47

What is a motive?

Back 47

A construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response.

Front 48

What are two very useful motivation theories?

Back 48

Maslow's Hierarchy of Needs
Miguire's Psychological motives

Front 49

What is the order of Maslow's Hierarchy of Needs?

Back 49

-Self Actualization
-Esteem
-Love/Belonging
-Safety
-Physiological

Front 50

What is the first motive set for Miguire's motives?

Back 50

Cognitive Preservation motives:
-Need for Consistency
-Need for Attribution
-Need to Categorize
-Need for Objectification

Front 51

What is the second motive set for Miguire's motives?

Back 51

Cognitive Growth Motives:
-Need for Autonomy
-Need for Stimulation
-Teleogical Need
-Utilitarian Need

Front 52

What is the third motive set for Miguire's motives?

Back 52

Affective Preservation Motives:
-Need for Tension Reduction
-Need for Expression
-Need for Ego Defense
-Need for re-inforcement

Front 53

What is the fourth motive set for Miguire's motives?

Back 53

Affective Growth Motives:
-Need for Assertion
-Need for Affiliation
-Need for Identification
-Need for Modeling

Front 54

What are the Hedonic Shopping motives?

Back 54

Adventure Shopping
Social Shopping
Gratification Shopping
Idea Shopping
Role Shopping
Value Shopping

Front 55

What is the Approach-Approach motivational conflict?

Back 55

A choice between two attractive alternatives

Front 56

What is the Approach-Avoidance motivational conflict?

Back 56

A choice with both positive and negative trade-offs.

Front 57

What is the Avoidance-Avoidance motivational conflict?

Back 57

A choice involving only undesirable outcomes.

Front 58

What is "personality"?

Back 58

An individual’s characteristic response tendencies across similar situations.

Front 59

What is the Multitrait approach to marketing?

Back 59

Utilizes the five-factor model and identifies the five basic traits that are formed by genetics and early learning.

Front 60

What are the five factors in the Five Factor model?

Back 60

Extroversion
Instability
Agreeableness
Openness to Experience
Conscientiousness

Front 61

What is the Single trait Approach?

Back 61

Attempts to attack Customer ethnocentrism, need for cognition, and consumer's need for uniqueness.

Front 62

What are some examples of the use of Personality in marketing?

Back 62

Some people buy products that fit their personality, while others buy them to bolster parts of their personality they feel are weak.

Front 63

What is brand image?

Back 63

What people think/feel when they see/hear a brand/brand name.

Front 64

What is brand personality?

Back 64

A set of human characteristics that become associated with a brand or brand image.

Front 65

What are the dimensions of a brand personality?

Back 65

Sincerity, Excitement, Competence, Sophistication, and Ruggedness

Front 66

When communicating brand personality, what are three important ways to do so?

Back 66

Celebrity endorsers
User imagery
Executional Factors

Front 67

What is emotion?

Back 67

The identifiable specific feeling, and affect is the liking/disliking aspect of the specific feeling.

Front 68

What are some characteristics of emotions?

Back 68

-They are strongly linked to needs, motivation, and personality.
-Unmet needs create motivation which is related to the arousal component of emotion.
--Personality also plays a role, e.g., some people are more emotional than others, a consumer trait referred to as affect intensity.

Front 69

What are the three dimensions of emotion in marketing?

Back 69

Pleasure, Arousal, and Dominance.

Front 70

How is Emotion Arousal important?

Back 70

Consumers actively seek products that benefit a certain emotion or arouse a response.

Front 71

How is Emotion reduction important?

Back 71

Marketers design or position products that "reduce" the arousal of unpleasant emotions.

Front 72

What is Active coping?

Back 72

Thinking of ways to solve a problem, "dealing with it".

Front 73

What is Expressive Support Seeking?

Back 73

Venting emotions, and problem assistance from others.

Front 74

What is avoidance?

Back 74

Avoiding retail both mentally or physically, "the situation never happened".

Front 75

Active Coping, Expressive Support Seeking, and Avoidance are all part of what?

Back 75

Consumer Coping

Front 76

The memory consists of what two related components?

Back 76

Short-Term Memory, and Long-Term memory

Front 77

Short Term memory(AKA Working Memory) is what?

Back 77

Memory that is currently in use

Front 78

What is Long-Term Memory?

Back 78

Memory that is devoted to storage of permanent memory. It is also split into two sections:
Semantic Memory(basic knowledge)
Episodic Memory(memories of an action)

Front 79

What are some characteristics of short term memory?

Back 79

STM is shortlived
STM has limited capacity
Elaborative Activities occur in STM

Front 80

What is classical conditioning?

Back 80

The process of using an established relationship between one stimulus (music) and response (pleasant feelings) to bring about the learning of the same response (pleasant feelings) to a different stimulus (the brand).

Front 81

What is operant conditioning?

Back 81

It involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior.

Front 82

What is brand equity?

Back 82

The values that consumers assign to a brand or product.

Front 83

What is brand leverage?

Back 83

Marketers capitalizing on brand equity by using an existing brand name for new products.

Front 84

What is product repositioning?

Back 84

A deliberate attempt to alter the way a market views a product or service.

Front 85

What is perceptual mapping?

Back 85

A technique employed to measure and develop a products current position in the market.

Front 86

What is product positioning?

Back 86

A decision by a marketer to achieve a a defined brand image within a certain market.

Front 87

Brand image refers to:

Back 87

A schematic memory of a brand.

Front 88

What can marketers do to decrease competitive interference?

Back 88

Avoid competing advertising
Strengthen initial learning
Reduce similarity to competition
Provide external retrieval cases

Front 89

What is memory interference?

Back 89

When other specific information in the memory gets in the way of retrieving a specific fact or issue needed by the memory.

Front 90

What are the six factors that increase the strength of learning?

Back 90

Importance
Message Involvement
Mood
Reinforcement
Repetition
Dual Coding

Front 91

What are the three different types of cognitive learning?

Back 91

Iconic Rote Learning
Vicarious Learning/Modeling
Analytical Reasoning

Front 92

What are two types of Exposure?

Back 92

Voluntary Exposure
Selective Exposure

Front 93

What is one main threats to selective exposure?

Back 93

DVRs, because consumers tend to skip commercials, though there are mixed reports on this.

Front 94

Attention is determined by what three factors?

Back 94

Stimulus factors(physical characteristics)
Individual factors(distinguishing)
Situational factors

Front 95

What are some examples of Stimulus factors?

Back 95

Size
Intensity
Attractive Visuals
Color and Movement
Position
Isolation

Front 96

Why is positioning important?

Back 96

Its the place of an item in a physical space, that often gains the attention of the consumer.

Front 97

What does the adaption level theory suggest?

Back 97

If a stimulus doesn't change over time, we tend to habituate it and not notice it anymore.

Front 98

What are some individual factors of attention?

Back 98

Motivation
Ability

Front 99

What are some situational factors of attention?

Back 99

Clutter
Program Involvement

Front 100

What is Program Involvement?

Back 100

Program involvement refers to the interest in the content surrounding the ads.

Front 101

What is Hemispheric Lateralization?

Back 101

It refers to the activities that take place on each side of the brain.

Front 102

What are common types of customer interference?

Back 102

Quality Signals
Interpreting Images
Missing Info and Ethical Concern

Front 103

What do contextual cues do?

Back 103

They play a role in consumer interpretation given a certain situation.

Front 104

Why are expectations important?

Back 104

Consumers tend to expect more highly of a well known brand-name rather than an off-brand.

Front 105

What is the bias called that consumers expect of bigger brands?

Back 105

Expectation bias.

Front 106

What are some of the sublets of Individual characteristics?

Back 106

Traits
Knowledge and Learning
Expectations

Front 107

What is subliminal stimuli?

Back 107

Stimuli or messages that occur so fast or weak that makes it very difficult to detect in order to persuade someone without their knowledge.

Front 108

What are the three aspects of interpretation?

Back 108

-Its a relative process, not absolute.
-Its subjective, and tends to be open to a variety of psychological biases.
-It can be a "cognitive thinking process".

Front 109

What is cognitive interpretation?

Back 109

A process by which stimuli are grouped into already existing meaning.

Front 110

What is affective interpretation?

Back 110

When a stimuli triggers a certain feeling.