Consumer Behavior Exam #3

Question 1

Extroversion

Answer 1

Talkative, outgoing

Question 2

Agreeableness

Answer 2

Kindhearted, sympathetic

Question 3

Openness to Experience

Answer 3

Creative, open to new ideas, imaginative

Question 4

Stability

Answer 4

Even0keeled, avoids mood swings

Question 5

Conscientiousness

Answer 5

Precise, efficient, organized

Question 6

Brand Personality

Answer 6

Maytag - “Depend on us!”

Ford - “Built Ford Tough”

Question 7

Animism

Answer 7

Giving inanimate objects human qualities

Example- Geico

Question 8

Psychographics

Answer 8

The way consumer lifestyles are measured

Ex. Activities, interests, opinions

Question 9

VALS2

Answer 9

Resources available (money, time health)

Question 10

PRIZM

Answer 10

Geographics, demographics, and lifestyles

Question 11

Self-Congruency Theory

Answer 11

Consumer’s self concept and the image of a typical user of a product

Question 12

Extended Self

Answer 12

Self image and important things in your life

Ex. my iphone

Question 13

Id

Answer 13

Hunger, sex, thirst. Instant gratification

Question 14

Ego

Answer 14

Problem solver, thinking part

Question 15

Superego

Answer 15

Conscience, moral values, code of ethics

Question 16

Ab

Answer 16

Attitude toward the brand

Question 17

Aad

Answer 17

attitude toward the ad

Question 18

Ao

Answer 18

Attitude toward the object

Question 19

Likert Scale

Answer 19

Agreement/disagreement scale
1 = Strongly Agree
7= Strongly Disagree

Question 20

Semantic Differential Scales

Answer 20

Rank Scale
McDonalds: 3
Wendys: 7
Taco Bell: 10

Question 21

Rating Scale

Answer 21

Good/Bad, Terrible/Excellent

Question 22

Rankings

Answer 22

Rank in order of your preference from best to worse

Question 23

Constant Sum Rating

Answer 23

Allocate 100 points across these brands

Question 24

ABC Approach to Attitudes

Answer 24

Affect: “I really like my Honda Civic”
Behavior: “I always buy Honda products”
Cognition: “My Honda Civic gets good gas mileage”

Question 25

High involvement hierarchy

Answer 25

Cognition -> Affect -> Behavior

“Think Feel Do”

Question 26

Low involvement hierarchy

Answer 26

Limited cognition -> Behavior -> Affect

“Think Do Feel”

Question 27

Fishbein’s Theory of Reasoned Action

Answer 27

Why was it developed? To improve predictive validity of attitude measurement

What is a subject norm? Measure of social influences on is from society

End result? Will the consumer make the purchase

Question 28

Graph: Fishbein’s Theory of Reasoned Action

Answer 28

Beliefs if Purchased:
Broke -
Look Cool +
Fun +
What Will Others Think:
Impress people (not a big deal)
Husband is mad (big deal)

Question 29

Ad appel types

Answer 29

Humor, fear, sex,

Question 30

Upper-upper Class

Answer 30

Inherited money, Vanderbilts, Kardasians

Question 31

Lower-upper

Answer 31

Professionals who became rich through their own work

Question 32

Upper MIddle

Answer 32

Successful college graduate managers. Focus on the future

Question 33

Middle Class

Answer 33

Average pay people. Wants kids to go to college

Question 34

Working Class

Answer 34

Average pay. Job security is a main concern.

Question 35

Low Class

Answer 35

Working poor class NOT on welfare

Question 36

Real lower-lower

Answer 36

Homeless, on welfare