herhalen

Question 1

Self-congruency theory

Answer 1

behavior can be explained by congruency between a consumer’s self-concept and the image of a typical user of the produc

Question 2

argo & dahl manequin study 1a
study 1b
study 1c

Answer 2

1a: bikini lower rated low se
1b mannequin lower rated than hanger
1c: apperanca related lower

Question 3

argo & dahl manequin study mitigation effect study 2&3

Answer 3

removing presence of threat by self-affirmation (3) task or decreasing beaty (scar, hairm missing limb)(2)

Question 4

cohort

Answer 4

group of people living through the same major events

Question 5

Crockett & Wallendorf (2004): The Role Of Normative Political Ideology In Consumer Behavior: conclusion

Answer 5

normative political ideology is central to understanding shopping as an expression of social and political relations between household

Question 6

black liberal ideology:
exit
loyalty
voice

Answer 6

exit responses —> outmigration and outshopping

loyalty —> neighborhood preference,
voice —> critiquing the black working class consumer behavior

Question 7

black nationalist ideology:
exit
loyalty
voice

Answer 7

exit responses —> outshopping,
loyalty —> black entrepreneurship
voice —> critiquing black criminality, critiquing racist assumptions, racial chauvinism

Question 8

Taxonomy: the four P’s of luxury

Answer 8

proletarian: don’t have, don’t care
parvenu: i’m rich baby! and loud
poseur: don’t have, want to show they have
patrician: they are rich but not loud: subtle cues for those ‘in the know’, quiet branding

Question 9

Han Et Al. (2010): Signaling Status With Luxury Goods: The Role Of Brand Prominence
study 1
study 2
study 3

Answer 9

Study 1: inconspicuously branded luxury goods cost more than conspicuously branded goods
Study 2: fake goods copy loud products (not quiet ones)
Study 3: patricians recognize true value regardless of brand conspicuousness, others (including parvenus) need brand names

Question 10

three positioning factors that can help you gain a competitive edge:

Answer 10

symbolic positioning: enhance the self-image,
functional positioning: solve your customer’s problem
experiential positioning: focus on the emotional connection

Question 11

Types of reference groups 4

Answer 11

aspirational reference group: a group that we admire
associative reference group: a group to which we belong
dissociative reference group: a group we do not want to belong
brand communities: a group of consumers with a relationship involving a particular brand,

Question 12

group
formality:
homophile:
attractivness:
denity
identification
tie strenth

Answer 12

formality: follow formal rules
homophile:similiraity in social system
attractivness:
denity: know eachother
identification: identify with group
tie strenth: close relationships

Question 13

McFerran Et Al. (2010): I’ll Have What She’s Having: Effects Of Social Influence And Body Type On The Food Choices: study 1

Answer 13

2 (confederate body type: thin vs. obese) x 2 (food: healthy vs. unhealthy) + 2 (controls: non conferee, M&Ms vs. granola)
people eat less in the condition where they were eating next to the obese confederate, both in the healthy and non-healthy food condition, in both conditions eating more than the control condition

Question 14

McFerran Et Al. (2010): I’ll Have What She’s Having: Effects Of Social Influence And Body Type On The Food Choices: study 2 reason for eating less
method and result and conclsuion

Answer 14

what is the reason for eating less? 2 (confederate body type: thin vs. heavy) x 2 (confederate quantity taken: little vs. lots) + 1 (no confederate control)
confederate large (small) food, participants ate less (more) when that confederate was heavy
people always try to differentiate themselves from the obese confederate

Question 15

McFerran Et Al. (2010): I’ll Have What She’s Having: Effects Of Social Influence And Body Type On The Food Choices: study 3 cognitive load
method and result and conclsuion

Answer 15

2 (body type of person in front of you: thin vs. obese) x 2 (cognitive load: low vs. high
conscious effort is required for participants to adjust their consumption downward following an obese person setting a high anchor

Question 16

Chae Et Al. (2017): Spillover Effects In Seeded Word-Of-Mouth Marketing Campaigns
WOM strong and weak ties

Answer 16

weak ties are more influential on a macro-level, because we tend to seek new information from networks that are not our personal network

Question 17

Chae Et Al. (2017): Spillover Effects In Seeded Word-Of-Mouth Marketing Campaigns
Results

Answer 17

SMCs increase non-seed WOM about a focal product, and reduce WOM about same products at brand and category levels
followers talk about Chanel lipstick more (positive focal product spillover)
followers talk about Chanel powders less (negative brand spillover)
followers talk about L’Oréal lipstick less (negative category spillovr

Question 18

value-expressive influence
Normative social influence: conformity

Answer 18

people adopt consumption patterns and behaviors that allow them to associate with desirable others

nfluences to conform to social norms and positive expectations of others

Question 19

Normative influence: reciprocity

Answer 19

reciprocity: free gift or favor technique
example: getting Coke from vendor

Question 20

Warren & Campbell (2014): What Makes Things Cool? study 1 bottle

Answer 20

design: familiar brand vs. unfamiliar brand, water bottle normal shape vs. high divergence.
high divergence water bottle was perceived the coolest irrespective of brand because more autonomous

Question 21

Warren & Campbell (2014): What Makes Things Cool? study 2 dress

Answer 21

blue dress to dictator or soldier.coolness and autonomy happens when the brand is deviating from an illegitimate norm

Question 22

Warren & Campbell (2014): What Makes Things Cool? study 3 rockband

Answer 22

bounded autonomy is cooler than extreme autonomy
rock bands

Question 23

Warren & Campbell (2014): What Makes Things Cool? study 4a4b culturalism

Answer 23

evaluating coolnessof brand or person
people high in counter-culturalism like high divergence, people low in counter-culturalism prefer moderate divergence

Question 24

Warren & Campbell (2014): What Makes Things Cool? study autonomy-conformity

Answer 24

autonomy expression: consumers preferred a cool brand more than an uncool brand and as much as a classy brand
conformity expression: consumers did not prefer a cool brand to an uncool brand and preferred a classy brand to both.
Thus, cool is not merely another way of saying something is desirable or liked

Question 25

Celsi & Olson (1998): The Role Of Involvement In Attention And Comprehension Processes H1 attention

Answer 25

H1:Increase in ISPR increases consumers time attending to the information. (H1: time looking at ad)

Question 26

Celsi & Olson (1998): The Role Of Involvement In Attention And Comprehension Processes H2 comprehension effort

Answer 26

when ISPR is higher consumers produce a greater number of thoughts in response to the information.(H2: number of thoughts)

Question 27

Celsi & Olson (1998): The Role Of Involvement In Attention And Comprehension Processes H3 focus of attention

Answer 27

when ISPR is higher consumers produce a greater proportion of product-related thoughts relative to their total number of thoughts (H3: how many product-related thoughts)

Question 28

Celsi & Olson (1998): The Role Of Involvement In Attention And Comprehension Processes H4 elaboration how measured

Answer 28

A when ISPR is higher consumers produce a greater proportion of product-related inferences relative to the total number of thoughts. product related thoughts were coded as inferential (deeper, semantic, cocnclusion) and non inferential (characteristics, simple

Question 29

Celsi & Olson (1998): The Role Of Involvement In Attention And Comprehension Processes H5 domain specific

Answer 29

omain-specific knowledge has a greater impact on comprehension than on attention processes. In particular, domain knowledge affects the focus of comprehension (proportion of product-related thoughts) and the outcomes of elaboration processes (proportion of product-related inferences).

Question 30

Celsi & Olson (1998): The Role Of Involvement In Attention And Comprehension Processes Experimental procedure: design treatment conditons

Answer 30

eight treatment conditions, a 2 x 4 (SSPR (baseline) by ISPR(level of tennis)) between groups factorial design

Question 31

aniszewski (1993): Pre-Attentive Mere Exposure Hemispheric resource theory: Matching activation =

Answer 31

left text right pic ncrease in availability of resources in one hemisphere because of an increased processing load in another hemisphere

Question 31

aniszewski (1993): Pre-Attentive Mere Exposure Hemispheric resource theory: Matching activation =

Answer 31

left text right pic ncrease in availability of resources in one hemisphere because of an increased processing load in another hemisphere

Question 32

aniszewski (1993): Pre-Attentive Mere Exposure exp 1

Answer 32

When the brand name was placed in the right visual field, it was evaluated more positively when the stimulus in the left visual field was pictorial When the brand name was placed in the left visual field it was evaluated more positively when the stimulus in the right visual field was verbal

Question 33

aniszewski (1993): Pre-Attentive Mere Exposure exp 2 2 contrasting theories

Answer 33

attentive-resource strategy: suppress one hemisphere in the brain in order to free resources in the opposite hemisphere pre-attentive-resource strategy: stimulating one hemisphere increase activation and cognitive load in the second hemisphere, because its expects that there are more resources needed

Question 34

aniszewski (1993): Pre-Attentive Mere Exposure exp 2 contrasting theories conditions and result

Answer 34

condtions: processinload (meaningful words), time In limited resources condition; evaluation increases when information load increases. In extende load resources decreases when information load increases

Question 35

aniszewski (1993): Pre-Attentive Mere Exposure exp 3

Answer 35

putting together experiment 1 and 2 (quantity stimulus) (meaningfulness) As the quantity of meaningful information in the right visual field increases evaluation of the target brand name in the opposite visual field decreases.

Question 36

Dimofte & Yalch (2011): The Mere Association Effect And Brand Evaluations H1 en 2if abc

Answer 36

priming B is sufficient to create an implicit transfer of secondary cognitive associations to A from C not only knowldege but also affect (positive-negative valence)

Question 37

Dimofte & Yalch (2011): The Mere Association Effect And Brand Evaluations exp 1a en 1b

Answer 37

2 (accessibility of prime associations: high-Mayo Clinic or low-Cleveland Center) × 2 ( mayonnaise or ketchup) 1a: attitudes of mayonaise dropped in mayo clinic 1b participants were weaker to associate mayonnaise to unhealthy (partici[ants under time pressure)

Question 38

Dimofte & Yalch (2011): The Mere Association Effect And Brand Evaluations exp 2

Answer 38

could choose between a bottle of wine with either a picture of a frog or a boy control: Airplane —> participants choose ‘Frog’ 46% of time positive: Kermit —> participants chose ‘Frog’ 89% of time neutral: Frog —> participants chose ‘Frog’ 92% of time negative: Warts —> participants chose ‘Frog’ 73% of time

Question 39

Dimofte & Yalch (2011): The Mere Association Effect And Brand Evaluations exp 3 a en b

Answer 39

the contrast on the perceptions of Coke’s bottling temperature (relative to Pepsi) found no difference based on the background but a significant effect emerged in terms of the warmth of respondents’ feelings towards Coke delta airlines faster service

Question 40

endowment effect = + study

Answer 40

no one wanted to trade their lottery ticket for money, despite obvious higher and risk free value. tgenovergestelde als mensen eerst geld krijgen

Question 41

haptic cues =

Answer 41

role of touch-based interfaces magnifies the endowment effect; so the more tactile the experience of a product, this will drive purchase behavior

Question 42

Appraisal theory of emotion

Answer 42

that emotions or emotional components are caused and differentiated by an appraisal of the stimulus as mis/matching with goals and expectations, as easy/difficult to control, and as caused by others, themselves or impersonal circumstance

Question 43

5 appraisals

Answer 43

motivational state (rewarding/punishing) situational state (present/absent) probability (certain/uncertain) legitimacy (positive/negative outcome deserved) causal agency (other person/self)

Question 44

Di Muro & Murray (2012): An Arousal Regulation Explanation Of Mood Effects On Consumer Choice study 1a and b

Answer 44

2 (level of arousal: low vs. high) x 2 (mood valence: positive vs. negative) iced tea drink (low arousal) vs. energy drink (high arousal product) when positive mood in line with arousal 1b mood states were induces with music samw resuls

Question 45

Di Muro & Murray (2012): An Arousal Regulation Explanation Of Mood Effects On Consumer Choice study 2

Answer 45

what if people aware of source of affect, effect on preferences eliminated. why? system 1 vs 2 thinkin g

Question 46

Elaboration Likelihood Model of persuasion:

Answer 46

amount of processing capacity available decreases, consumers are less able to consider the attitudinal implications of the arguments in a persuasive message, and are more likely to process less complex information such as simple peripheral cues

Question 47

Sanbonmatsu & Kardes (1988): The Effects Of Physiological Arousal On Information Processing And Persuasion

Answer 47

Endorser status have a greater impact on brand attitudes under high arousal, argument strengthhave a greater influence on brand attitudes under moderate arousal

Question 48

Berger & Milkman (2012): What Makes Online Content Viral? overall results 2

Answer 48

- positive content is more viral than negative content, but virality is also driven by arousal - content that evokes high-arousal is more viral

Question 49

Berger & Milkman (2012): What Makes Online Content Viral? exp 2 a (amusement) and b(anger)

Answer 49

2a amusemten: pork company farmer or rabi 2b anger untied arilines results high-amusement or high-anger—> more arousal and more willingness to shar

Question 50

Share vs. click results and why

Answer 50

positive emotions —> share negative emotions —> click research shows words with negative connotations leads to more clicks and opens why? it can attract attention faster, leads to stronger reactions

Question 51

Direct effect: affect transfer = Indirect effect ?

Answer 51

carryover process of attitudes toward the ad to attitudes toward the brand A ads that elicit pleasant feelings—> positive beliefs and thoughts about the brand —> more favorable brand attitudes indirect stonger effect

Question 52

Pham Et Al. (2013): The Influence Of Ad-Evoked Feelings On Brand Evaluations: are the stronger for hedonic of utilitarian and why?

Answer 52

hedonic products: consumers are more likely to rely on their momentary feelings in judgments and decisions when they have experiential motives

Question 53

tudy by Texeira et al. (2012) about the option ‘skip ad’ `method and result

Answer 53

viewer retention concentrated attention happiness and surprise attentional focus decreases and then peaks again at end surpice reduces zapping and happines retains attention

Question 54

Effects of emotion in charity ads methods and reuslt 2

Answer 54

facial expressions of victims in ad amount of donation is higher with sad facial expressions —> higher sympathy

Question 54

Effects of emotion in charity ads methods and reuslt 2

Answer 54

facial expressions of victims in ad amount of donation is higher with sad facial expressions —> higher sympathy

Question 55

Persuasion and regulatory fit two types of goals:

Answer 55

promotion focused: hope to achieve positive outcomes > promote a feeling in the ad prevention focused: avoid negative outcomes or risks > focus on features that help to avoid risks/fear ferrari of volvo

Question 56

The representativeness heuristic example how to use

Answer 56

teve is short, slim and like to read. Do you think Steve is a teacher or truck driver? similar packaging to established/premium

Question 57

Conjunction fallacy

Answer 57

the conjunction or co-occurence of two events cannot be more likely than the probability of either event alone,

Question 58

The availability heuristicand biases 2 how to use and overcome

Answer 58

ease with which the instances can be ‘brought to mind’ bias 1: ease of recall (based on vividness and recency) bias 2: retrievability (based on memory structures) how to use? imagine product use, word of mouth, social media posts how to overcome? provide base rate information

Question 59

Bandwagon effect + example

Answer 59

the tendency to do (or believe) things because many other people do (or believe) the same a great example of this bias is fashion: many people being wearing a certain style of clothing as they see others adopt the same fashions

Question 60

Scarcity effect + example

Answer 60

ncrease in value of goods when they are scarce (vs. abundant) the effects of scarcity: increases desire (2 vs. 10 cookies in a jar, 2 rated more favorable),

Question 61

Endowment effect + theory

Answer 61

the tendency for people to demand much more to give up an object that they already have than they would be willing to pay to acquire it mug experimetn: how

Question 62

prospect theory by Kahneman and Tversky and how to use this in marketin g

Answer 62

behavioral model that shows how people decide between alternatives that involve risk and uncertainty (e.g. % likelihood of gains or losses) it shows that people are loss averse —> loss is more powerful as a pleasure of gain

Question 63

Levin & Gaeth (1988): How Consumers Are Affected By The Framing Of Attribute Information Before And After Consuming The Product

Answer 63

lean and fat beef egardless of condition, ‘lean’ frame leads to better evaluation effect strongest if only label was seen

Question 64

averaging model of information integration:

Answer 64

the effect of any one source of information is decreased when it is combined with another source of information

Question 65

Shampanier & Ariely (2007): Zero As A Special Price: The True Value Of Free Products exp 1

Answer 65

Experiment 1: method and conditions urvey whcich one to choose 2&27, 1&26, 0&25, free switched form 40 to 90%

Question 66

Shampanier & Ariely (2007): Zero As A Special Price: The True Value Of Free Products exp 2 real purchases

Answer 66

to test the robustness conditions: 0-14, 1-15, 0-10 he reduction of a price to zero is more powerful than a five-times-larger price reduction

Question 67

Shampanier & Ariely (2007): Zero As A Special Price: The True Value Of Free Products exp 3 control for

Answer 67

hysical transaction costs were held constant

Question 68

Hsee Et Al. (1999): Preference Reversals Between Joint And Separate Evaluations Of Options: method result and why

Answer 68

candidates with experience or gpa in JE, WTP values were higher for J whereas in SE, WTP values were higher for S evaluability hypothesis: some attributes (such as GPA) are easy to evaluate independentl

Question 69

Decoy effect

Answer 69

When a third options is added, preference of consumers might shift

Question 70

compromise effect =

Answer 70

the tendency to lean towards the middle option if options are hard to compare the middle option serves as the ‘safest’ option as extremes are associated with risk

Question 71

Present bias + example

Answer 71

discounting future and valuing present time more eat half a chocolate bar

Question 71

Okada (2005): Justification Effects On Consumer Choice Of Hedonic And Utilitarian Goods srudy 1

Answer 71

desserts in reesaurat if JE utilitarian was chosen more

Question 72

Okada (2005): Justification Effects On Consumer Choice Of Hedonic And Utilitarian Goods srudy 2 grocerys

Answer 72

rating a $50 grocery certificate or a $50 dinner certificate, choosing between them, or stating what they hope a friend would pick for them > people choose utilitarian but hope friends give them hedonic

Question 73

Okada (2005): Justification Effects On Consumer Choice Of Hedonic And Utilitarian Goods srudy 3-4

Answer 73

nikon camera 40 dollars cheaper far away for hedonic products, people were willing to spend more time over money, because that is the currency that is easier to justify spending

Question 74

the presence of the utilitarian alternative makes it more difficult to

Answer 74

justify the choice of hedonic option compared to when we only face the hedonic option

Question 75

Khan & Dhar (2006): Licensing Effect In Consumer study 1

Answer 75

licensing condiont: 3 hours volunteer. choose between jeans and vacuum

Question 76

Khan & Dhar (2006): Licensing Effect In Consumer study 2 product category

Answer 76

hoice between times that belong to the same product category but differ in luxury (two pairs of sunglasses) separates the two tasks with an unrelated filler task same results as study 1

Question 77

Khan & Dhar (2006): Licensing Effect In Consumer study 4

Answer 77

the external attribution condition > police community service -- licensing effect disappeared

Question 78

Khan & Dhar (2006): Licensing Effect In Consumer study 5 mediating effect

Answer 78

self-assessment ‘I am compassionate’, ‘I am sympathetic’, ‘I am warm’, ‘I am helpful’ preference rating: ‘most likely to buy the vacuum cleaner’ (1) to ‘most likely to buy the designer jeans’ (7) results: participants rated themselves more positively in the license condition,

Question 79

Goldstein Et Al. (2008): A Room With A Viewpoint: Using Social Norms To Motivate Environmental Conservation In Hotels Field experiment 1: social norms vs. industry standard

Answer 79

2 conditions for towel reuse message in the hotel: ‘help save the environment’ ‘join your fellow guests in helping to save the environment. almost 75% of guests who are asked to participate in our new resource savings program do help by using their towels more than once’ results: towel reuse rate was significantly higher

Question 80

Goldstein Et Al. (2008): A Room With A Viewpoint: Using Social Norms To Motivate Environmental Conservation In Hotels Field experiment 2 what kind of norms?

Answer 80

guests who stayed at the hotel (global norms) guests who stayed in the same room (provincial norm) gender of guest (join the men and women) citizen (join your fellow citizens) same room identity descriptive norm leads to highest towel reuse. Why? maybe because of overgeneralization of associations people learn from previous experiences, or interpersonal relations

Question 81

How to change our behavior?

Answer 81

change the environment to: minimize the friction: making tasks easy to do, eliminating extra effort maximize the motivation

Question 82

Divergence

Answer 82

a situation in which consumers choose membership in microcultures in order to stand out or define themselves.

Question 83

Role conflict

Answer 83

a situation where a consumer experiences conflicting expectations based on cultural expectations

Question 84

POLITICAL IDEOLOGY

Answer 84

A worldview readily found in the population, including sets of ideas and values that cohere, that are used publicly to justify political stances, and that shape and are shaped by society

Question 85

OPINION LEADERS:

Question 86

BRAND COMMUNITIES

Answer 86

A specialized group of consumers with a structured set of relationship involving a particular brand, fellow customers of that brand and the product in use.

Question 87

organic Word-of-Mouth

Answer 87

Occurs between one consumer and another without direct prompting, influence, or measurement by marketers. It is motivated by a desire to help others, to warn others about poor service, and/or to communicate status.

Question 88

An active social influence in the retail context refers to Passive social influence arises from a

Answer 88

An active social influence in the retail context refers to a shared exchange between a focal customer and a secondary actor that involves an actual verbal or physical interaction. Passive social influence arises from a one-way exchange where the focal customer is impacted by the mere physical presence of another person or other people (e.g., a salesperson or another shopper) with whom they are not interacting,

Question 89

Active Sales-Person persuasion knowledge model

Answer 89

when we are exposed to a persuasive message we activate and carry out strategies designed to defend against that persuasive message > but, over time or during cognitive load, flattery can be positive

Question 90

Memory associations

Answer 90

When presented with ambiguous information in the form of concepts that share some associations, individuals may initially think about (i.e., retrieve) many possible references and rely on contextual cues to narrow their thoughts to the intended one.

Question 91

Motivation

Answer 91

is the inner reasons or driving forces behind human action as consumers are driven to address real needs.

Question 92

Needs :

Answer 92

Need is an internal state of discrepancy between a current and a desired state.

Question 93

A goal is

Answer 93

he cognitive representation of a desired state, or, in other words, our mental idea of how we’d like things to turn ou

Question 94

what will lead to regret?

Answer 94

Self-control lapses (the tendency to succumb to impulse, seek immediate pleasure, and avoid discomfort at the expense of long-term interests) will lead to regre

Question 95

Nudge theory suggests

Answer 95

consumer behavior can be influenced by small suggestions and positive reinforcements.

Question 96

A nudge:

Answer 96

The choice architecture that alters people's behavior in a predictable way without forbidding any options or significantly changing their economic incentives.