Consumer Behavior Marketing EXAM 1
ABC of Attitude - correct answer-Affect: Emotions or feelings about specific attribute or
object
Behavior: intentions with respect to specific attributes or object
Cognitive: Beliefs about specific attributes or object.
Affective Growth Motives - correct answer-Need for Assertion (active, internal)
Need for Affiliation (active, external)
Need for Identification (passive, internal)
Need for Modeling (passive, external)
Affective Preservation Motives - correct answer-Need for Tension Reduction (active, internal)
Need for Expression (active, external)
Need for Ego Defense (passive, internal)
Need for Reinforcement (passive, external)
Analytical Reasoning - correct answer-Individuals use thinking to restructure and recombine
existing and new information to form new associations and concepts
Appeal Characteristics
Utilitarian appeals - correct answer-involve informing the consumer of one or more functional
benefits that are important to the target market.
Most effective for functional products
Appeal Characteristics
Value-expressive appeals - correct answer-attempt to build a personality for the product or
create an image of the product user.
Most effective for products designed to enhance self-image or provide other intangible
benefits
Approach-Approach Motivational Conflict - correct answer-A choice between two attractive
alternatives
Approach-Avoidance Motivational Conflict - correct answer-A choice with both positive and
negative consequences
Attention - correct answer-The process by which consumers select information in the
environment to interpret. Also, the point at which consumers become conscious or aware of
certain stimuli.
, Attribute Framing - correct answer-Only a single attribute is the focus of the frame.
For example, describing beef as either
80% fat free (positive
frame)
or
20% fat (negative frame)
Balance Theory - correct answer-balance of the ABC of attitude
Brand Equity - correct answer-is the value consumers assign to a brand above and beyond
the functional characteristics of the product.
Brand Image - correct answer-Refers to the schematic memory of a brand
is what people think of and feel when they hear or see a brand name.
Brand Leverage - correct answer-often termed family branding, brand extensions, or
umbrella branding, refers to marketers capitalizing on brand equity by using an existing
brand name for new products.
Brand Personality - correct answer-a set of human characteristics that become associated
with a brand and are a particular type of image that some brands acquire.
Classical conditioning - correct answer-the process of using an established relationship
between one stimulus (music) and response (pleasant feelings) to bring about the learning of
the same response (pleasant feelings) to a different stimulus (the brand).
Cognitive Growth Motives - correct answer-Need for Autonomy (active, internal)
Need for Stimulation (active, external)
Teleological Need (passive, internal)
Utilitarian Need (passive, external)
Cognitive Preservation Motives - correct answer-Need for Consistency (active, internal)
Need for Attribution (active, external)
[Attribution Theory]
Need to Categorize (passive, internal)
Need for Objectification (passive, external)
Consumer Affect - correct answer-refers to their feelings about stimuli and events, such as
whether they like or dislike a product.
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