A brand personality is the specific mix of human traits that may be attributed to a particular brand
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________ is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. Page: 151 2 Which of the following would be the best illustration of a subculture? Page: 153 3 The relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests, and behavior constitute ________. Page: 153 4 A person's ________ consist(s)
of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior. Page: 153 5 A(n) ________ group is one whose values or behavior an individual rejects. Page: 153 6 Joe is a
computer service technician. People in his neighborhood usually depend on his suggestions for purchasing any computer accessory or hardware, as they believe that he has access to far more information on computer technology than the average consumer. The neighbors are also aware that Joe has the required knowledge and background for understanding the technical properties of the products. Within this context, Joe can be called a(n) ________. Page: 153 7 For a high-school student, Tim is highly concerned about environmental issues. He is a strong supporter of the garbage recycling and afforestation campaigns taken up by the environmental activists in his neighborhood. He wants to become a full time volunteer for their upcoming wildlife protection program and has even saved money to contribute to the cause. This group of environmental
activists can be categorized under which of the following reference groups? Page: 153 8 Jason writes a weekly column in his school's newspaper about movies he has seen, books he has read, and concerts he has attended. His column provides information and opinions. Feedback from his fellow students is positive, and they are appreciative of
the advice that is given. Which of the following would be the most apt description of the role played by Jason? Page: 153 9 Social classes differ in media preferences, with upper-class consumers often preferring ________ and lower-class consumers often preferring television. Page: 153 10 If a direct-mail marketer wished to direct promotional efforts toward the family of ________, efforts need to be directed toward parents and siblings of the family members. Page: 154 11 The family in a buyers life consisting of parents and siblings is the ________. Page: 154 12 When Gary was a high school student, he enjoyed rock music and regularly purchased hip clothing sported by his favorite rock band. However, five years later, when Gary became an accountant, his preference shifted toward formal clothing. Which of the following personal characteristics is likely to have had the most influence on Gary's
preferences during his high school days? Page: 155 13 Marriage, childbirth, and divorce constitute the ________ that shape the consumption pattern of individuals. Page: 156 14 Identify an economic
circumstance that can greatly affect any product or brand choice. Page: 156 15 ________ refers to a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli. Page: 156 16 Brand personality analysts identified the popular music channel MTV as daring, spirited, and highly imaginative. As per Jennifer Aaker's research, which of the following brand personality traits best suits MTV? Page: 157 17 The Marlboro Man was depicted in the advertisements of Marlboro cigarettes as a rugged outdoor, tough cowboy type.
This was done to establish what is called ________. Page: 157 18 Consumers often choose and use brands that have a brand personality consistent with how they see themselves, also known as the ________. Page: 157 19 Consumers often choose and use brands that have a brand personality consistent with how they think others view them, also known as the ________. Page: 157 20 Consumers who are highly sensitive to how others see them and who choose brands whose personalities fit the
consumption situation are called ________. Page: 157 21 Within the context of Jennifer Aaker's analysis, identify the brand personality that can be associated with a new product whose promotional messages consistently portray it as being reliable, intelligent, and successful. Page: 157 22 Ford motors, uses the ad caption "Magnify the Adventure" to promote its latest SUV, the Ford Endeavour. The ad features the car traveling through an uneven, rocky terrain. Within the context of Jennifer Aaker's brand personality analysis, Ford Endeavour is most likely to be strong on which of the following traits? Page: 157 23 ________ portrays the "whole person" interacting with his or her environment. Page: 157 24 Consumers who worry about the environment and want products to be produced in a sustainable way have been named ________. Page: 158 25 IKEA has achieved global recognition by offering consumers leading-edge Scandinavian furniture at affordable prices. IKEA is delivering value to consumers who are ________. Page: 158 26 Marketers who target consumers on the basis of their ________ believe that they can influence
purchase behavior by appealing to people's inner selves. Page: 159 27 The starting point for understanding consumer behavior is the ________ model in which marketing and environmental stimuli enter the consumer's consciousness, and a set of psychological processes combine with certain consumer characteristics to result in decision processes and purchase
decisions. Page: 160 28 ________ assumed that the psychological forces shaping people's behavior are largely unconscious, and that a person cannot fully understand his or her own motivations. Page: 160 29 Which
of the following techniques was suggested by Freud to trace a person's motivations from the stated instrumental ones to the more terminal ones? Page: 160 30 Which of the following theories developed by Frederick Herzberg distinguishes dissatisfiers from satisfiers? Page: 161 31 At the top of Maslow's hierarchy of needs (shown as a pyramid in the text) are ________ needs. Page: 161 32 ________ is the process by which we select, organize, and interpret information inputs to create a meaningful picture of the world. Page: 161-162 33 ________ can work to the advantage of marketers with strong brands when consumers make neutral or ambiguous brand information more positive. Page: 162 34 ________ is the tendency to
interpret information in a way that will fit our preconceptions. Page: 162 35 Marketers embed covert messages in ads or packaging of which the consumers are not consciously aware, yet it affects their behavior. This technique employed by the marketers targets the ________ of a consumer. Page: 162 36 ________ teaches marketers that they can build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement. Page: 163 37 Anne is a frequent purchaser of Yoplait strawberry yogurt. For once, she decides to try a different flavored yogurt. Instead of trying out the flavors offered by competing brands, Anne selects a different flavor offered by Yoplait. Here, her past experience with the brand prompts her to make the choice. Anne's behavior can be best described as ________. Page: 163 38 The ________ says people have a general tendency to attribute success to themselves and failure to external causes. Page: 163 39 As Rita scans the yellow pages section of her phone book looking for a florist, she sees several other products and services advertised. Though interesting
on first glance, she quickly returns to her primary task of finding a florist. The items that distracted her from her initial search were most likely stored in which of the following types of memory? Page: 163 40 Betsy, a teenager, uses most of her post school hours in either playing tennis or watching movies. She barely manages to
concentrate in her lessons for a couple of hours before term exams. Being questioned about her substandard performance in the school, she points out the teacher's inability to complete the entire course during the school hours as the possible reason. Betsy's behavior is most likely to be associated with ________. Page: 163 41 The
associative network memory model views long-term memory as ________. Page: 163 42 ________ refers to the process in which information gets out of memory. Page: 165 43 Amtex electronics, a consumer products brand, advertises its products inside supermarkets and retail stores frequently to promote the process of ________ and stimulate purchase. Page: 165-166 44 Cognitive psychologists believe that memory is ________, so that
once information becomes stored in memory, its strength of association decays very slowly. Page: 166 45 The milder information search state where a person simply becomes more receptive to information about a product is called ________. Page: 167 46 The buying process starts when the buyer recognizes a(n) ________. Page: 167 47 Which of the following is considered to be a more advanced form of information search wherein the person might phone friends or go online
to secure information about a product or service? Page: 167 48 Of key interest to marketers are the major informational sources to which the consumer will turn and the relative importance of each. Which of the following can be considered an experiential information source? Page: 167 49 Brands that meet consumers' initial buying criteria are called the ________. Page: 167 50 Maria considers buying a car for herself, after she notices the advantages derived by
her best friend from his new car. Which of the following forms of stimulus has activated Maria's problem recognition process? Page: 167 51 A consumer who uses Google to find comparative reports on new automobiles, is most likely using which of the following information sources for assistance? Page: 167 52 With respect to consumer decision making, the ________ is the set of strong contenders from which one will be chosen as a supplier of a good or service. Page: 167-168 53 A(n) ________ is a descriptive thought that a person holds about something. 54 A(n) ________ puts people into a frame of mind, such as, liking or disliking an object, moving toward or away from it. Page: 168 55 Marketers need to identify the hierarchy of attributes that guide consumer decision making in order to understand different
competitive forces and how these various sets get formed. This process of identifying the hierarchy is called ________. Page: 168 56 ________ are a person's enduring favorable or unfavorable evaluations, emotional feelings, and action tendencies toward some object or idea. Page: 168 57 The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their ________. Page: 169 58 Gordon Jones is considering purchasing a computer from Best Buy. He has created a scale for rating eight different computers on three
different characteristics. He plans to short-list only those computers, that score at least a seven on his scale on all three characteristics. Which of the following choice heuristics has he chosen? Page: 170 59 With the ________ heuristic, the consumer sets a minimum acceptable
cutoff level for each attribute and chooses the first alternative that meets the minimum standard for all attributes. Page: 170 60 ________ are rules of thumb or mental shortcuts in the decision process. Page: 170 61 Even if
consumers form brand evaluations, two general factors can intervene between the purchase intention and the purchase decision. One of these is unanticipated situational factors. What is the other factor? Page: 170 62 A mobile phone manufacturing company observes that the main reason for an abrupt
fall in their sales volume is the unconventional design of their phones that consumers found inconvenient and unattractive. The findings prompt the company to adopt a new strategy. They redesigned the product models keeping the requirements of the end-user in mind. According to the expectancy value-model, the company's strategy can be termed as ________. Page: 170 63 Ford believes its cars to be of higher quality than General Motor's but thinks that consumers wrongly believe the opposite. Ford might employ a(n) ________ strategy to change buyers' perceptions of its competition. Page: 170 64 When
a marketer tries to alter a consumer's beliefs about a company's brand to get the consumer to rethink a purchase decision, the marketer is using ________. Page: 170 65 With the ________, the consumer chooses the best brand on the basis of its perceived most important attribute. Page: 170 66 ________ risk occurs if the product fails to perform up to expectations. Page: 171 67 Steve has only 20 minutes to have lunch. Although he really likes McDonald's, the line is very long and
he is concerned that he will not have a chance to get through the line and eat his lunch before he is due back at work. Steve perceives ________ in going to McDonald's today. Page: 171 68 A key driver of sales frequency is the product ________ rate. Page: 172 69 The level of engagement and active processing undertaken by the consumer in responding to a marketing stimulus is called ________. Page: 173 70 A consumer is persuaded to buy a product by a message that requires little thought and is based on an association with a brand's positive
consumption experiences from the past. In this situation, the consumer used a ________ to arrive at this purchase decision. Page: 173 71 Richard Petty and John Cacioppo's ________, an influential model of attitude formation and change, describes how consumers make evaluations in both low- and high-involvement circumstances. Page: 173 72 Which of the following products is most likely to be characterized by low involvement but significant brand difference? Page: 174 73 With the
________, predictions of usage are based on quickness and ease of use. Page: 174-175 74 A consumer tells another consumer, "Every time I eat at Big Bill's Steakhouse, I get poor service." Whether this is true or not, it is the consumer's perception. This is an example of consumers basing future predictions on the
quickness and ease with which a particular example of an outcome comes to mind. This scenario would be an illustration of the ________ heuristic. Page: 174-175 75 Ben always reaches for the bright blue and yellow box of Ritz crackers when he visits the snack food aisle in the grocery store. He rarely even reads the box or checks the price. Which of
the following heuristics is most likely being used by Ben? Page: 175 76 ________ refers to the manner in which consumers code, categorize, and evaluate financial outcomes of choices. Page: 176 77
Social class is the fundamental determinant of a person's wants and behavior. Page: 151 78 An example of a subculture would be a person's geographic region. Page: 153 79 Groups that have an indirect influence on a person's attitude or behavior can be a part of his/her reference groups. Page: 153 80 Members within a social class tend to behave more alike compared to members from two different social classes. Page: 153 81 Secondary groups require continuous interaction to be effective and meaningful. Page: 153 82 When Mark went to college he had a burning desire to join a social fraternity; for Mark, the fraternity would be a dissociative group. Page: 153 83 A person's position in a group is defined in terms of role and status. Page: 154 84 Marketers need to be aware of the status-symbol potential of brands because people usually choose products which reflect their role and their actual or desired status in a society. Page: 155 85 The behavior people exhibit as they pass through certain life-cycle stages, such as becoming a parent, is largely fixed and does not change over time. Page: 155 86 For an employee at an organization, annual appraisal can be considered as a critical life event that impacts his/her consumption behavior. Page: 156 87 Whereas economic circumstances can have a profound effect on consumption, occupation does not impact how people spend their money and what they buy. Page: 156 88 According to the research conducted by Jennifer Aaker, one of the five traits of a product's brand personality is its physical structure. Page: 157 89 Brand personality is the specific mix of human traits that may be attributed to a particular brand. Page: 157 90 The five brand personality traits identified by Jennifer Aaker are consistently observed regardless of nationality or culture. Page: 157 91 A person's personality portrays the "whole person" interacting with his or her environment. Page: 157 92 Consumers who experience money constraints are prone to multitasking. Page: 158 93 Psychogenic needs arise from the physiological states of tension such as hunger or discomfort. Page: 160 94 Sigmund Freud assumed that the psychological forces shaping people's behavior are largely unconscious, and that people cannot fully understand their motivations. Page: 160 95 According to Maslow's hierarchy of needs model, recognition, self-esteem, and status would constitute a person's social needs. Page: 161 96 According to Herzberg's two-factor theory, satisfiers will make the major difference as to which brand the customer buys. Page: 161 97 Perception depends only on the physical stimuli experienced by the person. Page: 162 98 People are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli. Page: 162 99 Selective attention is the tendency to interpret information in a way that will fit our preconceptions. Page: 162 100 Selective retention works to the advantage of strong brands. Page: 162 101 Because of selective retention, we are likely to forget about the good points of competing products. Page: 162 102 Consistent with the elaboration memory model, consumer brand knowledge in memory can be conceptualized as consisting of a brand node in memory with a variety of linked associations. Page: 163 103 Brand associations consist of all brand-related thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand node. Page: 164 104 Memory is a very constructive process. This means people do not remember information and events completely and accurately and often remember only bits and pieces that they fill in based on whatever else they know. Page: 165 105 Every consumer has to pass through all five stages of the buying process when in a buying situation. Page: 166 106 The buying process starts when the buyer decides to or actually enters a store or service provider's facility. Page: 167 107 A belief is a person's enduring favorable or unfavorable evaluation, emotional feeling, and action tendency toward some object or idea. Page: 168 108 The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their brand beliefs according to importance. Page: 169 109 If a company finds that a consumer has chosen a competitive product over their company's offering, one way to get the consumer back could be by developing a strategy wherein the company "shifts the buyer's ideals" on one or more levels. Page: 170 110 With noncompensatory models of consumer choice, positive and negative attribute considerations usually net out. Page: 170 111 Volvo has the reputation for being one of the most "safe" cars on the road. For those that value safety, Volvo would be the logical choice. This is an example of the lexicographic heuristic of consumer choice. Page: 170 112 When consumers evaluate the risks associated with a purchase, only real risks with a high likelihood of occurrence should be considered. Page: 171 113 Psychological risk refers to the threat posed by a product to the physical well-being of a consumer. Page: 171 114 With respect to a consumer buying situation that involves variety-seeking behavior, the market leader generally encourages variety seeking by offering lower prices or deals. Page: 174 115 Anchoring heuristic comes in to play when consumers base their predictions on the quickness and ease with which a particular example of an outcome comes to mind. Page: 176 116 The prospect theory maintains that consumers frame decision alternatives in terms of gains and losses according to a value function. Page: 177 Is the specific mix of human traits that may be attributed to a particular brand?Market personality is the specific mix of human traits that may be attributed to a particular brand.
What is the brand personality?Simply put, a brand's personality is the set of human characteristics you attribute to that brand. Or, put another way — it's how you'd describe a brand if it were a person. A brand's personality shines through in brand messaging, images, and overarching marketing campaigns. Additionally, consistency is key.
Which of the following terms is used to describe a specific mix of human traits that may be attributed to a particular brand brand loyalty brand personality?Brand personality is a mix of human traits attributed to a brand.
Is there any relationship between brand personality and human personality?A distinctive brand personality has an important role and causes the customers to perceive the brand personality and build a long-term relationship with that brand. Each brand has its own special personality and is considered as a certain personality by the consumer.
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