Exam 2

Question 1

Approach Approach Conflict

Answer 1

a consumer who must choose between two attractive alternative.

Question 2

Approach- Avoidance Conflict

Answer 2

a consumer facing a purchase choice with positive and negative consequences.

Question 3

Avoidance Avoidance Conflict

Answer 3

A choice involving only desirable outcomes.

Question 4

Attribution Theory

Answer 4

A set of motives that deals with our needs to determine who or what causes the thing that happen to us and relates to an area of research.

Question 5

Benefit Chain

Answer 5

A product or brand is shown to a consumer, who names all of the benefits that product might provide.

Question 6

Brand Personality

Answer 6

A particular type of image that some brands acquire

Question 7

Consumer-Emotional Intelligence

Answer 7

reflects an individual different in consumer’s prosperity to be biased against the purchase of foreign products.

Question 8

Consumer Ethnocentrism

Answer 8

reflects an individual difference in consumer’s prosperity to be biased against the purchase of foreign products.

Question 9

Coping

Answer 9

Involves consumer thoughts and behaviors in reaction to a stress inducing situation designed to reduced stress and achieve more desired positive emotions.

Question 10

Demand`

Answer 10

The willingness to buy a particular product or service.

Question 11

Emotion

Answer 11

refer to identifiable, specific feeling, and affect to refer to the liking disliking aspect of the specific feeling.

Question 12

Five Factor Model

Answer 12

The theory identifies five basic traits formed by genetics and early learning. These core traits interact and manifest themselves in behaviors triggered by situations.

Question 13

Gratitude

Answer 13

One specific emotion that is getting increased attentions in terms of relationship marketing.

Question 14

Involvement

Answer 14

A motivational state caused by consumer perceptions that a product, brand, or advertisement is a relevant or interesting.

Question 15

Laddering

Answer 15

A popular tool to identify motives.

Question 16

Latent Motives

Answer 16

Motives that Unknown to the consumer / or does not admit to them.

Question 17

Manifest Motives

Answer 17

Motives that are known and freely admitted.

Question 18

Maslow’s Hierachy of Needs

Answer 18

Based on Four Premises.

1. All Humans acquire a similar set of motives through genetic endowment and social interaction.
2. Some motives are more basic or critical than others.
3. The more basic motives must be satisfied to a minimum level before other motives are activated.
4. As the the basic motives becomes satisfied, more advanced motives come into play.

Question 19

Means-End Chain

Answer 19

A product or brand shown to a consumer, who names all of the benefits that product might provide. For each of the benefits, the respondent is then asked to identify further benefits. This is repeated until no aditional benefits are identified.

Question 20

Motivation

Answer 20

Reason For behavior.

Question 21

Motive

Answer 21

A construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific directions to that response.

Question 22

Personality

Answer 22

an individual’s characteristics response tendencies across similar situations.

Question 23

Prevention-Focused Motives

Answer 23

A desire for safety and security and are related to consumers sense of duties and obligations.

Question 24

Projective Techniques

Answer 24

Designed to provide information on latent motives.

Question 25

Promotion-Focused Motives

Answer 25

A desire for growth and development and are related to consumers’s hopes and aspirations.

Question 26

Regulatory Focus Theory

Answer 26

Consumers will react differently depending on which broad of motive is most salient.

Question 27

Aesthetic Appeal

Answer 27

tap consumers affective reactions by going beyond the cognitive associations of functionability.

Question 28

Affective Attitude

Answer 28

Feelings or emotional reactions to an object

Question 29

Ambivalent Attitude

Answer 29

Holding mixed beliefs and/or feelings about an attitude object.

Question 30

Attitude

Answer 30

an enduring organizations of motivational, emotional, perceptual, and cognitive

Question 31

Attribute Framing

Answer 31

A single attribute is the focus of the frame.

Question 32

Behaviorial Component

Answer 32

an attitude is one’s tendency to respond in a certain manner toward an object or activity.

Question 33

Benefit Segmentation

Answer 33

Segmenting consumers on the basis of their most important attribute or attribute.

Question 34

Cognitive Component

Answer 34

A consumers beliefs about an object.

Question 35

Comparative Ads

Answer 35

directly compare the features or benefits of two or more brands.

Question 36

Elaboration Likelihood Model

Answer 36

is a theory about how attitudes are formed and changed under baring conditions of involvement.

Question 37

Emotional Ads

Answer 37

Elicit a positive affective response rather than provide information or arguments.

Question 38

Fear Appeals

Answer 38

the use of threats of negative consequences if attitudes or behaviors are not altered.

Question 39

Goal Framing

Answer 39

The messages stresses either the positive consequences of performing an act or the negative consequences of not performing act.

Question 40

Humorous Appeals

Answer 40

Ads built around humor.

Question 41

Mere Exposure

Answer 41

Presenting a brand to an individual on a large number of occasions might make an individual toward the brand more positive.

Question 42

Message Framing

Answer 42

presenting one or two equivalent value outcomes either in positive or gain terms (positive framing) or in negative or loss terms (negative framing)

Question 43

Multiattribute Attitude Model

Answer 43

The more positive beliefs associated with a brand, the more positive each belief is: and the easier it is for the individual to recall the beliefs, the more favorable the overall cognitive component is presumed to be. And because all the components of an attitude are generally consistent, the more favorable the overall attitude is.

Question 44

One Sided Messages

Answer 44

Presenting only the benefits of the product without mentioning any negatives characteristics.

Question 45

Source Credibility

Answer 45

A source that has no ulterior motive to provide anything other than complete and accurate information.

Question 46

Spokescharacters

Answer 46

can be animated animals, people, products or other objects.

Question 47

Sponsorship

Answer 47

a company providing financial support for an event such as the Olympics or concert, is one of the most rapidly growing marketing activities and a multi billion-dollar industry.

Question 48

Testimonial Ads

Answer 48

a person, generally, a typical member of the target market, recounts his or her successful use of the product, service or idea.

Question 49

Two-sided Messages

Answer 49

Presenting both good and bad points, is counterintutive, and most marketers are reluctant to try such an approach.

Question 50

Utilitarian appeals

Answer 50

involve informing the consumers of one or more functional benefits

Question 51

Value-expressive appeal

Answer 51

attempt to build a personality for the product or create an image of the producer user.

Question 52

Comparative Ad

Answer 52

Directly compare the features or benefits of two or more brands.