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RMM 341 EXAM 2 REVIEW QUESTIONS WITH VERIFIED ANSWERS
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RMM 341 EXAM 2 REVIEW QUESTIONS WITH VERIFIED ANSWERS
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RMM 341 EXAM 2 REVIEW QUESTIONSWITH VERIFIED ANSWERS
consumption norms - Answer informal rules that govern our consumption behavior
- ex. table settings, wearing professional clothes to an interview
ritual consumption - Answer Defined as customary, formalized, ceremonial acts or rites
- sacred, NOT profane
- ex. wedding day
Sacred places - Answer can be historical or religious in significance, designated as
landmarks & preserve company for visitors and tourists
- ex, colosseum, great wall of china, statue of liberty, or Disney world
Sacred people - Answer set apart and often idolized, many commercialized and used as
products
- ex. elvis (cruise), princess Diana (rings), Hermes (kelly bag), Mother Teresa (t-shirt),
and David Beckham (underwear)
Sacred events - Answer either rites of passage OR rites of intensification
rites of passage - Answer a ritual event that changes a persons status to another status
- ex. marriage, birth, birthday, baptism, anniversary, funeral, graduation, quinceanera, or
Korean 1st bday
rites of intensification - Answer rituals that happen at regular intervals and at times of
crisis
--> Historical transitions and holidays: Christmas, Cinco de Mayo, Kwanza
--> Societal events and transitions: New Year celebration, Clan funerals, football games
Compulsive consumption - Answer an uncontrollable drive or desire to experience,
repetitive behavior, may cause ultimate harm to the individual, experience comes from
the buying or consumption process rather than from possessing products
- ex. shopaholic, gambling addiction, workaholic, or internet addiction
Strategies to increase consumption - Answer 1. enhance frequency using campaigns
(sayings like "got milk?" they advertisers push on people)
2. enhance frequency by modifying products (different version or variations of the
original ex. small cameras)
3. encourage users to consume more (different package sizes, ex. tostitos scoops or
flavored peanuts)
, Reinforcement of consumption [all lead to an effective message for target consumers] -
Answer Positive reinforcement = when the consumer receives positive outcome from
product use
Negative reinforcement = when consumption enables consumers to avoid negative
outcome (ex. Deodorant ad)
punishment = when consumption leads to negative outcomes (ex. drunk driving or
heavy smoking)
what determines satisfaction? - Answer - product performance = good or bad
- consumption feelings = positive or negative
- expectations
expectations - Answer Confirmation: when the performance of the product or service
matches expectations
Disconfirmation: when performance and expectations do NOT match
- positive disconfirmation = performance > expectation and consumer is more satisfied
w/ this
- negative disconfirmation = performance < expectation
positive disconfirmation outcomes - Answer consumers may...
- repurchase retailer/brand
- positive word of mouth or online word
negative disconfirmation outcomes - Answer consumers may...
- boycott retailer/brand
- negative word of mouth or word online
Evolution of brand consumption - Answer 1. product - Consumption of a tangible
product ex. coke/Nike
2. service - consumption of intangible service ex. credit card/restaurant/telecom.
3. store - consumer experience in a store ex. A&Fitch or VS
4. shopping center - consumer experience in a shopping center ex. entire place not just
one store
The "Store is the Brand" refers to - Answer a brand store that projects a unified u=image
via display, music, lighting, etc
corporate brand - Answer brands at any level of the evolution can become this, ex.
product = Levis, service = hotel/airport, stores = anthro or pottery barn
types of brands - Answer national brand, store/house/private brands, personal branding,
and place branding
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