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40 Cards in this Set
- Front
- Back
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The researcher and theorist most associated with instrumental conditioning is ________. |
Skinner |
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According to the theory of classical conditioning, ________ should be encouraged by promoting unique attributes of a well-established brand. |
stimulus discrimination
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What mechanism is used when a consumer learns to perform responses that produce positive outcomes? |
positive reinforcement
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According to the information processing-approach to studying the memory process, in the ________ stage, information enters in a way the system will recognize it. |
encoding |
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Which of the following has occurred when a stimulus is able to evoke a weakened response years after the stimulus was first perceived? |
spontaneous recovery
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Which type of reinforcement best characterizes what an individual would typically experience while fishing? |
variable-interval reinforcement
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T/F: Learning refers to a relatively permanent change in behavior that is caused by experience. |
true |
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T/F: Cognitive learning theory approaches stress the importance of internal mental processes. |
true |
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What theory of motivation is related to the idea that customers desire a state of balance called homeostasis? |
drive theory
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Which of the following IS NOT a biogenic need? |
the need for achievement
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An individual with a high need for ________ would be most likely to place a premium on products and services that signify success. |
achievement
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According to Maslow's hierarchy of needs, the lowest order (e.g., most basic) of needs is ________. |
physiological |
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Power distance, individualism, and uncertainty avoidance are some of the values measured by ________. |
Geert Hofstede's Cultural Dimensions |
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A ________ is a belief that some condition is preferable to its opposite. |
Value |
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The ________ is a scale used to measure terminal and instrumental values. |
Rokeach Value Survey |
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A consumer who values possessions for their status and appearance-related meanings would most accurately be called a(n) ________. |
materialist |
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The Sims Online and Webkinz are both examples of ________, part of the growing market of real-time, interactive virtual worlds. |
computer-mediated environments
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The ideal self is a person's conception of how she ________. |
would like to be |
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Consumers who have ________ are particularly good targets for marketing communications that use fantasy appeals. |
a large gap between their real and ideal selves |
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According to the sociological tradition of ________, relationships with other people play a large part in forming the self. |
symbolic interactionism |
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________ refers to the positivity of a person's self-concept. |
Self esteem |
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According to ________ models, we choose products with attributes that match some aspect of our selves. |
self-image congruence |
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The extended self is comprised of ________. |
external objects we consider a part of us |
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________ refers to a person's feelings about his or her body. |
Body cathexis |
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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 |
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Based on the 80/20 rule, a company tries to identify and focus on the ________ of its product. |
heavy users |
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Today thousands of brands borrow personality traits of individuals or groups to convey an image marketers want consumers to form of their brands. An early brand personality was communicated in 1886 by the ________. |
Quaker Oats man |
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In a Freudian interpretation, what is the function of the ego? |
The ego is a mediator between the id and the superego |
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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 |
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The VALS2 group that has the highest degree of resources and innovation is termed the ________. This group is concerned with social issues and is open to change. |
Innovators |
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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
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A buyer who shops to relieve tension, anxiety, depression, or boredom is best described as a(n) ________ consumer. |
compulsive |
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The functional theory of attitudes was initially developed to explain how ________. |
attitudes facilitate behavior |
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According to the ________ hierarchy, the consumer considers purchases based on an attitude of hedonic consumption (such as how the product makes him or her feel or the fun its use will provide). |
experiential |
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The theory of cognitive dissonance is based on the ________. |
principle of cognitive consistency |
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The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad? |
A person and their perceptions, attitude object, some other person or object |
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Which theory of attitudes assumes that people assimilate new information about attitude objects in light of what they already know and feel, using an initial attitude as a frame of reference to categorize new information? |
Social judgement theory |
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The fine line between familiarity and boredom has been explained by the ________, which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad. |
2 factor theory |
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According to the basic ABC model of attitudes, ________ refers to the beliefs a consumer has about an attitude object. |
Cognition |
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Which of the following theoretical models measures attitude toward the act of buying (Aact), rather than the attitude toward only the product itself? |
Theory of reasoned action |
