A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired celebrity would if the dark-haired celebrity was not perceived to be ethnic. What two ideas of using celebrities
The celebrity's image should match that of the product and should embody cultural meaning.
A politician attempts to gain support for her campaign for mayor by releasing a poll showing that almost 70 percent of the city's voters support her position on property taxes. What basic psychological principle is the politician using to persuade voters
Consensus
A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues.
attitude
According to a major study of more than 1,000 commercials, the single most important factor in whether a commercial will be persuasive is whether the communication ________.
stresses a unique attribute of benefit of the product
According to the ________ hierarchy of effects, 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
According to the two-factor theory, the net effect of being exposed repeatedly to the same message is a combination of ________.
learning and tedium
A bucket in consumer decision making is ________.
All of these
A consumer can recognize problems as either an opportunity or a need. How should promotions differ between those emphasizing opportunities and those emphasizing needs?
Promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased.
A consumer who buys the same brand over and over again exhibits ________.
brand loyalty
A customer buying an unfamiliar product that carries a fair degree of risk would most likely engage in ________ decision making?
cognitive
A customer buying an unfamiliar product which carried a fair degree of risk would most likely engage in what type of problem solving?
Extended problem solving
A decision strategy that seeks to deliver an adequate solution rather than the best possible solution is referred to as ________.
satisfying
A hot and thirsty customer buys a cool drink and finds it very satisfying. He then buys another drink even though he had not initially planned on buying two and even though he is no longer thirsty. This is an example of ________.
purchase momentum
A mental or problem-solving shortcut to make a decision is called a(n) ________.
heuristic
According to ________, a company can make money if it sells small amounts of items that only a few people want, if the company sells enough different items.
the long tail
According to ________, utility is defined in terms of gains and losses.
prospect theory
A ________ includes a buyer, a seller, a product or service and other factors, such as how the physical environment makes one feel.
consumption situation
A ________ orientation dimension distinguishes between people who prefer to do one thing at a time and those who have multitasking timestyles.
polychronic
A buying decisions made by organizational buying is called ________.
All of these
A coupon-dispensing machine in a grocery aisle and an employee handing out free samples of a new product are both examples of ________.
POP stimuli
A garage sale is an example of what is called ________.
lateral recycling
A general attitude toward shopping is called ________.
shopping orientation
A group composed of people that the consumer actually knows is called a(n) ________ reference group.
membership
A store environment that has been made to resemble a living room where customers can relax, hang out with friends, or even learn is referred to as a(n) ________.
being space
Casual Fridays" in American workplaces encourage the expression of a person's ________.
unique self
A Unilever-sponsored survey which asked American women how they felt about their appearance reported which of the following?
The majority of respondents believe women in ads are not realistic.
Older women were more likely to describe themselves as beautiful.
A consumer wearing a temporary tattoo of a company's brand logo is an example of ________.
identity marketing
A person's conception of how he/she would like to be is called ________.
ideal self
A person's physical appearance is large part of his or her ________.
self-concept
A(n) ________ is a particular model, or exemplar, or appearance.
ideal of beauty
According to the sociological tradition of ________, relationships with other people play a large part in forming the self.
symbolic interactionism
Anna Jones thinks she should lose some weight even though she is skinny. Anna is concerned about her ________.
body image
Bart was a mortuary worker who noticed that there seemed to be a social class difference in what people placed on the graves of departed family members. What Bart observed was a class difference in how people manifest the relationship between external obj
extended
Both Eastern and Western cultures see the self as divided into a(n) ________.
inner, private self, and an outer, public self
A well-known segmentation system based on how consumers agree or disagree with various social issues is called ________.
the VALS� (the Values and Lifestyles) system
AIO surveys help measure ________.
lifestyles
According to Freud, the part of the personality that seeks immediate gratification is called the ________.
id
According to Freud, the system that acts as a referee in the fight between temptation and virtue is called ________.
the ego
According to the VAL system, consumers that have strong principles and favor brands are considered ________.
believers
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
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
An advertiser that uses its Web site to attract consumers classified as Innovators, Achievers, and Experiencers most likely uses the ________ segmentation system?
VALS2�
An individual who scores high on an assessment of materialism would be LEAST likely to be categorized in which of the following VALS2� groups?
Makers
Based on motivational research, which of the following consumption motives most likely explains a person's motivation to purchase gourmet foods, foreign cars, cigarette holders, or perfume?
Individuality
A communicator's expertise, objectivity and trustworthiness refer to ________.
source credibility
A company wants to persuade a customer to buy its products. If the consumer has a high degree of involvement with products that are sold by the company, what route to persuasion will the company most likely take?
A central route
A component of a hierarchy of effects is ________.
All of these
A component of the ABC model of attitude is ________.
All of these
A study found that women who engage in extensive information search and comparison shopping were most likely to select which of the following metaphors to express their perspective of time?
Time is a map.
A company who uses the home shopping party method is ________.
All of these