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

Jenny was watching the news and a commercial for Disney World came on.  All we can say for sure if that Jenny was ____________ to the ad.

Exposure

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?

Maintenance 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

Research Methods

100

Age, gender, race, and income are all variables that can segment a market and can be called.

Demographics

200

A(n) __________ is the entity that is manipulated (changed) in a research project to see what effect it has on another variable.

 Independent Variable

300

According to one of the videos from this semester, people who like curly fries tend to be what?

 More Intelligent

400

When considering whether to collect primary or secondary data for a research question, which should you do first.

 Secondary data

500

What are the three things required to claim a causal relationship between two variables

1. A correlation between the variable

2. Temporal antecedence

3. No possible third factor

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

Taco Del Mar has a program where if you buy 10 burritos, you get the 11th free. They want to make this program even more effective. Given your knowledge of reinforcement schedules, which would you recommend?

Variable Ratio Reinforcement

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

Fashion brands & designers like to have celebrities wear their clothing at events like the Oscars or Emmys. This gives consumers the opportunity to observe that the celebrity gets positive feedback about the clothing. Which principle (i.e., type of learning) describes how the celebrity getting feedback influences consumers?

Observational Learning

500

I want people to associate McDonald’s logo and hunger. Using Classical conditioning theory, my conditioned stimulus would be _________ and my conditioned response would be ___________.

The McDonald's Logo and Buying McDonlds.