Midterm

Question 1

The study of consumers’ actions during searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs

Answer 1

Consumer behavior

Question 2

The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society

Answer 2

Marketing

Question 3

The process of consumer decision-making consists of

Answer 3

The input, process, and output stages

Question 4

Conceived by Henry Ford - stated that companies must make inexpensive cars, produced uniformly, and at the lowest possible costs

Answer 4

Production concept

Question 5

A focus on the product rather than on the needs it presumes to satisfy

Answer 5

Marketing myopia

Question 6

The process of dividing a market into subsets of consumers with common needs or characteristics

Answer 6

Market segmentation

Question 7

The process by which a company creates a distinct image and identity for its products, services, and brands in consumers’ minds

Answer 7

Positioning

Question 8

The disciplines that determine consumer behavior

Answer 8

Psychology, Sociology, Anthropology, and Communication

Question 9

A promotional strategy that consists of tracking and targeting users across their computers, mobile phones, and tablets, and sending them personalized ads based on their interests, as observed by marketers

Answer 9

Cross-screen marketing

Question 10

Loyal customers whose experiences with the company exceeded their expectations and who provide very positive word-of-mouth about the company to others

Answer 10

Apostles

Question 11

Compares human societies’ cultures and development

Answer 11

Anthropology

Question 12

Customers’ high levels of personal commitment and attachment to a company and its products that extend beyond individual transactions

Answer 12

Emotional bonds

Question 13

A segmentation strategy based on the fact that many products are purchased and used in the context of specific occasions

Answer 13

Usage-occasion segmentation

Question 14

Psychological abstracts that “reside” in consumers’ minds and cannot be determined numerically

Answer 14

Cognitive factors

Question 15

Dividing consumers according to age, gender, ethnicity, income and wealth, occupation, marital status, household type and size, and geographical location

Answer 15

Demographic segmentation

Question 16

A technique that allows advertisers to reach the right user, in the right place, at the right time, and also sets the price that advertisers pay for each “eyeball” or “impression”

Answer 16

Real-time bidding (RTB)

Question 17

The division of members of a society into a hierarchy of distinct status classes, so that members of each class have relatively the same status and members of all other classes have either higher or lower status

Answer 17

Social class

Question 18

Segmenting consumers according to their lifestyles, which consist of consumers’ activities, interests, and opinions (i.e., AIOs).

Answer 18

Psychographics

Question 19

A widely used segmentation method that classifies America’s adult population into eight distinctive subgroups: Innovators, Thinkers, Achievers, Experiencers, Believers, Strivers, Makers, and Survivors.

Answer 19

VALS

Question 20

A hybrid segmentation scheme based on the premise that people who live close to one another are likely to have similar financial means, tastes, preferences, lifestyles, and consumption habits

Answer 20

Geodemographics

Question 21

A segmentation approach based on the benefits that consumers seek from products and services

Answer 21

Benefit segmentation

Question 22

Measures designed to predict consumers’ future purchases on the basis of past buying information and other data, and also evaluate the impact of personalized promotions stemming from these predictions

Answer 22

Predictive analytics

Question 23

Consumers using smartphones to scan the bar codes of products displayed in physical stores and then checking the items’ prices online in order to purchase them at the lowest prices

Answer 23

Showrooming

Question 24

Promotional alerts sent to the smartphones of customers, who opted into this service, when the customers near or enter the store

Answer 24

Geofencing

Question 25

Circumstances or things that are wanted or required, and therefore direct the motivational forces

Answer 25

Needs

Question 26

The inner psychological characteristics that both determine and reflect how we think and act

Answer 26

Personality

Question 27

Communicating human features of a brand in advertising

Answer 27

Brand personification

Question 28

Motivational forces that are learned from our parents, social environment, and interactions with others

Answer 28

Psychogenic needs

Question 29

Cognitive and behavioral ways of handling frustration in order to protect one’s self esteem

Answer 29

Defense mechanisms

Question 30

A theoretical framework consisting of five levels of human needs, which rank in order of importance from lower-level (biogenic) needs to higher-level (psychogenic) needs. The theory states that individuals seek to satisfy lower-level needs before higher-level needs

Answer 30

Maslow's hierarchy of needs

Question 31

A research tool requiring respondents to interpret stimuli that do not have clear meanings, with the assumption that the subjects will “reveal” or “project” their subconscious, hidden motives into (or onto) the ambiguous stimuli

Answer 31

Projective techniques

Question 32

A theory maintaining that unconscious needs or drives, especially biological and sexual ones, are at the heart of human motivation and personality

Answer 32

Freudian theory

Question 33

The “warehouse” of primitive and impulsive drives—basic physiological needs such as thirst, hunger, and sex—for which the individual seeks immediate satisfaction without concern for the specific means of satisfaction

Answer 33

The ID

Question 34

A personality trait representing one’s degree of cognitive rigidity—the opposite of being open-minded—toward information and opinions contradictory to one’s own

Answer 34

Dogmatism

Question 35

A personality trait that reflects the degree to which a person likes novel, complex, and unusual experiences , or prefers simple, uncluttered, and calm existence

Answer 35

Optimum stimulation level (OSL)

Question 36

A personality trait that reflects a person’s craving for or enjoyment of thinking and also plays a role in consumers’ use of the internet

Answer 36

Need for cognition

Question 37

The process by which individuals select, organize, and interpret stimuli into a meaningful and coherent picture of the world

Answer 37

Perception

Question 38

Any input to any of the senses

Answer 38

Stimulus

Question 39

The lowest level at which an individual experiences a sensation

Answer 39

Absolute threshold

Question 40

Getting used to high levels of sensory input and therefore less able to notice a particular stimulus

Answer 40

Sensory adaptation

Question 41

The minimal difference that can be detected between two similar stimuli

Answer 41

Differential threshold

Question 42

The minimal difference that can be detected between two similar stimuli

Answer 42

Just noticeable difference (JND)

Question 43

States that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different

Answer 43

Weber's law

Question 44

Consumers’ heightened awareness of stimuli that meet their needs and interests and minimal awareness of stimuli irrelevant to their needs

Answer 44

Selective attention

Question 45

A cognitive activity occurring when consumers subconsciously screen out stimuli that they find psychologically threatening, even though exposure has already taken place

Answer 45

Perceptual defense

Question 46

Constructing a maplike diagram representing consumers’ perceptions of competing brands along relevant product attributes

Answer 46

Perceptual mapping

Question 47

Physical characteristics of the product itself, such as size, color, flavor, or aroma

Answer 47

Intrinsic cues

Question 48

Perceptual measure of the gap between customers’ expectations of services and their perceptions of the actual service delivered, based on five dimensions: reliability, responsiveness, assurance, empathy, and tangibility

Answer 48

SERVQUAL scale

Question 49

The process through which consumers acquire knowledge from experiences with products and observations of others’ consumption, and use that knowledge in subsequent buying

Answer 49

Consumer learning

Question 50

The driving force within individuals that impels consumers to act

Answer 50

Motivation

Question 51

In learning, particularly in instrumental conditioning, it is a reward, in the form of pleasure, enjoyment, and other benefits, for a desired behavior. In consumer behavior, it is the benefits, enjoyment, and utilities that consumers receive from products purchased

Answer 51

Reinforcement

Question 52

Sometimes referred to as stimulus-response learning because it is based on the premise that observable responses to specific external stimuli signal that learning has taken place

Answer 52

Behavioral learning

Question 53

A form of behavioral learning stating that animal and human alike, can be taught behaviors and associations among stimuli through repetition

Answer 53

Classical conditioning

Question 54

A recognition test, that measures the effectiveness of learning and communications, where consumers are shown ads and asked whether or not they remember seeing them and can recall any of their salient points

Answer 54

Aided recall

Question 55

A form of behavioral learning based on the notion that learning occurs through a trial-and-error process, with habits formed as a result of rewards received for certain responses or behaviors

Answer 55

Instrumental conditioning (operant conditioning)

Question 56

Offering the same product in a different form but under the same brand, which is a marketing application of stimulus generalization

Answer 56

Product form extension

Question 57

The removal of an unpleasant stimulus and it strengthens the likelihood of a given response during the same or similar circumstances

Answer 57

Negative reinforcement

Question 58

A theory whose premise is that the human brain is divided into two distinct cerebral hemispheres that operate together, but “specialize” in processing different types of cognitions

Answer 58

Hemisperic lateralization (split-brain theory)

Question 59

Learning that occurs when people observe and later imitate observed behaviors

Answer 59

Observational learning (modeling)

Question 60

The process during which consumers recode what they have already encoded, which often results in recalling additional relevant information

Answer 60

Data chunking

Question 61

A learned predisposition to behave in a consistently favorable or unfavorable way toward a given object

Answer 61

Attitude

Question 62

The most popular form of attitude scale, where consumers are asked to check numbers corresponding to their level of “agreement” or “disagreement” with a series of statements about the studied object

Answer 62

Likert scale

Question 63

A measure consisting of a series of bipolar adjectives (such as “good/bad,” “hot/cold,” “like/dislike,” or “expensive/inexpensive”) anchored at the ends of an odd-numbered (e.g., five- or seven-point) continuum

Answer 63

Semantic differential scale

Question 64

It represents the likelihood that an individual will behave in a particular way with regard to the attitude object

Answer 64

Conative component

Question 65

An advertising appeal where marketers proclaim that their products are better than competing brands named in the ads

Answer 65

Comparative advertising

Question 66

A model stating that a consumer’s attitude toward a product or brand is a function of the presence of certain attributes and the consumer’s evaluation of those attributes

Answer 66

Attitude-toward-object model

Question 67

A model stating that a consumer’s attitude toward a specific behavior is a function of how strongly he or she believes that the action will lead to a specific outcome

Answer 67

Attitude-toward-behavior model

Question 68

An approach to studying attitudes referring to cases where positive attitudes lead to actions, although the personal and environmental impediments that the person faces may (or are even likely) to prevent the desired outcome

Answer 68

Theory of Trying to Consume

Question 69

A promotional approach maintaining that that highly involved consumers are best reached and persuaded through ads focused on the product’s attributes

Answer 69

Central route to persuasion

Question 70

The mental discomfort that people experience when facing conflicting information about an attitude object

Answer 70

Cognitive dissonance

Question 71

Purchases that are very important to the consumer and provoke a lot of perceived risk, and extensive problem solving and information processing

Answer 71

High-involvement purchases

Question 72

A strategy aimed at changing attitudes where a large and costly first request—that is likely refused—is followed by a second, more realistic, and less costly request

Answer 72

Door-in-the-face technique