Short Answer

Question 1

What are 4 types of needs?

Answer 1

Biogenic, Psychogenic, Utilitarian, Hedonic

Question 2

Biogenic

Answer 2

Air, water

Question 3

Psychogenic

Answer 3

Status, Power

Question 4

Utilitarian

Answer 4

Tangible products

Question 5

Hedonic

Answer 5

Excitement, Fantasy

Question 6

What are the 4 types of needs regarding buying behavior?

Answer 6

Achievement, Affiliation, Power, Uniqueness

Question 7

Achievement and Affiliation

Answer 7

Achievement - Value personal accomplishments

Affiliation- need for relevant products to alleviate lonelyness

Question 8

Power and Uniqueness

Answer 8

Control ones environment, Assert ones identity

Question 9

What are the 5 elements in an Ad Strategy?

Answer 9

Message, Consumer Benefits, Executional Framework, Leverage Point, Driving Force

Question 10

Message and Consumer Benefits

Answer 10

Message - attributes or product features to be depicted

Consumer Benefits - Positives of using product/services

Question 11

Executional Framework and Leverage Point

Answer 11

Executional Framework - Style and Tone of Advertisement

Leverage Point - product features that activate the terminal value

Question 12

Driving Force

Answer 12

Driving Force - End value of which the ad will focus on

Question 13

What are Psychographics and what are they used for?

Answer 13

• Determine market segments

- Determine needs of market and reasons they choose products

Question 14

What are the 4 Types of psychographic Analysis?

Answer 14

Lifestyle Profile, Product Specific Profile, General lifestyle segmentation, Product specific segmentation

Question 15

Lifestyle and Product Profile

Answer 15

LifeStyle Profile- Distinguish between users and non-users

Product Profile - identify a target group

Question 16

General lifestyle and product specific segmentation

Answer 16

General - places people into groups based on similar preferences
Product Specific - Tailors questions to a product category

Question 17

Uses of Psychographic Segmentation

Answer 17

Define Target Market
Create new view of market
Position products
Communicate product better
Devise Strategy

Question 18

The 4 Functional Theories of Attitudes

Answer 18

Utilitarian Function, Value-Expressive Function, Ego-Defensive Function, Knowledge Function

Question 19

Utilitarian Function

Answer 19

Based on rewards and punishments

Question 20

Value-Expressive Function

Answer 20

Consumers values or self concepts

Question 21

Ego-Defensive Function

Answer 21

Protect ourselves from external threats or internal feelings

Question 22

Knowledge Function

Answer 22

Need for order, structure and meaning

Question 23

Hierarchies of Effects Meaning and the three possible outcomes?

Answer 23

Impact/Importance of attitude components depends on consumers motivation toward attitude object

• Standard Learning
• Low involvement
• Experential

Question 24

Standard Learning

Answer 24

Cognition -> Affect - > Behavior =

Attitude based on cognitive information processing

Question 25

Low-involvement

Answer 25

Cognition -> Behavior -> affect = | Attitude based on behavioral learning process

Question 26

Experential

Answer 26

Affect -> Behavior -> cognition = Attitude based on Hedonic consumption

Question 27

Attitude Trackings 3 Dimensions

Answer 27

1) Changes in Different Age groups 2) Scenarios about the Future 3) Identification of Change Agents

Question 28

Changes in Different Age Groups

Answer 28

- Attitudes change as people age - Cohort affects occur (people of certain generation share similar outlooks) - Large groups of people are affected by cultural changes (terrorist attacks of 911)

Question 29

Scenarios about the Future

Answer 29

- Tracked based on future plans, Confidence in Economy | - Measures can provide valuable data on future behavior and public policy

Question 30

Identification of Change Agents

Answer 30

Social phenomena can change peoples attitudes towards consumption ex. inconvienent truth

Question 31

Four Types of Learning Outcomes

Answer 31

Positive Reinforcement, Extinction, Punishment, Negative Reinforcement

Question 32

Positive Reinforcement

Answer 32

[Pos.Beh-Cond.App] | learns to perform responses that produce positive outcomes

Question 33

Extinction

Answer 33

[Pos.Beh-Cond.Rem] | Consumers learns that responses no longer produce positive outcome

Question 34

Punishment

Answer 34

[Neg.Beh-Cond.App] | Consumer learns not to perfrom responses leading to punishment

Question 35

Negative Reinforcement

Answer 35

[Neg.Beh-Cond.Rem] | Consumer learns to perform responses that allow him to avoid negative outcome

Question 36

Five Levels of Memory System

Answer 36

Sensory Memory, Attention, Short Term Memory, Elaborative Rehearsal, Long-term Memory