Consumer Behavior Jeopardy

Perception

100

What are the three steps in the process of coming into contact and assigning meaning to a stimulus (i.e., Perception)?

Exposure, Attention, Interpretation

200

If brands are trying to increase the extent that consumers process (i.e., think about) their ads, they are focusing on what step of the perceptual process?

Attention

300

Liking an object just because we are familiar with it is known as...

The Mere Exposure Effect

400

The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the _____. 

just noticeable difference

500

What theory (or process) suggests that if a stimulus doesn't change, over time we habituate to it and begin to notice it less? 

Adaptation Level Theory

Memory

100

Shirley and Bud have been married for almost 50 years, but Shirley can remember their wedding day so clearly. She remembers how happy she felt that day and how wonderful it was to celebrate their marriage with all of their family and friends. She even remembers walking down the aisle, seeing her future husband waiting for her, and her father kissing her as he placed her hand in Bud's. Which type of memory does this represent? 

Episodic (or autobiographical) Memory

200

Nick looked up a phone number in the telephone directory, and instead of writing it down, he kept repeating it to himself over and over until he could punch the numbers and make the call. Which of the following describes what Nick was doing?

Rehearsal

300

What at the two primary characteristics of short-term memory?

It's short-lived and limited in capacity.

400

  __________memory is knowledge about the world that is detached from specific scenarios, such as the capital of Kentucky.

 Semantic memory

500

Pepsi was about to release more sustainable packaged soft drinks, but they were hesitant to release it due to consumers’ lack of this type of memory for how to open up a new type of packaging - the type of memory that deals with motor tasks - because some people may experience continued frustration with the different system.

 procedural memory

Motivation

100

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

 Involvement

200

An individual with a high need for ________ would be most likely to place a premium on products and services that signify success.

   achievement

300

Rico has decided to change his lifestyle and is loading up on green vegetables in the serving line (rather than fries). He knows that the nutritional value of the fresh green vegetables will be great for his health. What type of need is Rico targeting?

 Utilitarian needs

400

______ is the technique used by marketers to construct a means-end-chain (MEC) model for consumer motivations. If done correctly, MEC’s help marketers to discover what ______ values consumer derive from a product, attribute, or service.

Laddering and Terminal (instrumental too) values

500

Based Maslow’s hierarchy of needs, in which order must needs be satisfied?

Physiological, safety, social (belonging), personal (Ego), self-actualization

Decision Making

100

Dan was making Kraft Mac and Cheese for his daughter and he realizes he is out of milk (and he just came back from the store).  He thinks "Why did I not buy milk?" He just experienced what form of a problem recognition that is characterized by a decrease in his actual state.

Need Recognition

200

According to ________, utility is defined in terms of gains and losses.

Prospect Theory

300

Taylor recently bought a very expensive new chandelier for her mansion. She is beginning to regret it because of she is not sure if it is worth the money. What is Taylor facing?

 Post-purchase Dissonance

400

When using the ________ rule of decision-making, a consumer evaluates brands on the most important attribute(s), but specific cutoffs are imposed.

Conjunctive

500

Travis just bought a megaphone of root beer. As he drinks from the giant cup, he eventually becomes full. His friend, Patrick, comments, "If you don't stop drinking that stuff, you will get sick." Travis replies, "Hey, I bought it, and I am not going to waste one drop of it." Travis behavior best illustrates ________.

The Sunk Cost Effect

Learning

100

A sales manager pays a bonus to new trainees when they develop a good sales prospectus. Later, after the trainees have completed two months of training, the manager pays a bonus only for an actual sale. The manager is applying what process of instrumental conditioning to help the trainees be productive in their sales careers?

Shaping

200

Disney does not advertise during the evening news because the marketer does not want the often-negative information reported on the news to create a negative feeling toward the brand. Which type of learning creates an association between the brand and some response?

Classical Conditioning

300

In relationship to classical conditioning, when marketing a new product, _______ should be encouraged (to steal some of the efforts done by other brands), while when marketing an old, established product ________ should be encouraged (to prohibit other brands from stealing your efforts).

Stimulus generalization and Stimulus Discrimination

400

Which type of reinforcement best characterizes what a person would typically experience while fishing?

Variable Ratio

500

I want people to be conditioned to be happy every time see my name . Using Classical conditioning theory, my conditioned stimulus would be _________ and my conditioned response would be ___________.

My name and happiness