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MK 302: Exam 2 Questions With Complete Solutions
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MK 302: Exam 2 Questions With Complete Solutions
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MK 302: Exam 2 Questions With Complete Solutions________ _________ empathize with the importance of
collective self Correct Answer Eastern Countries
________ of the time, peoples' personalities match with the cars
they drive Correct Answer 70%
A belief that some condition is preferable to its opposite Correct
Answer Value
A competitor's high rating can be decreased by a comparative
strategy Correct Answer Influence Competitor's Ratings
A consumer might not equate a marketer's brand with a certain
attribute, then the marketer needs to stress that attribute in its
communication Correct Answer Strengthen Perceived
Linkages
A consumer's subjective evaluation of their physical self. These
evaluations are do not necessarily correspond with how others
see us. These evaluations do not necessarily correspond with
how others view us Correct Answer Body Image
A lasting, general evaluation of people (including oneself),
objects, advertisements, or issues. These are lasting (endure over
time), general (apply to more than a momentary event) and
(AO): anything toward which one has an attitude Correct
Answer Attitude
,A perceptual error whereby people judge messages that fall
within their latitude of acceptance as less discrepant from their
anchor(position) than they really are. Correct Answer
Assimilation Effect
A self-induced shift in consciousness which is sometimes a way
to compensate for a lack of external stimulation or to escape
from problems in the real world Correct Answer
Fantasy/Daydream
Actual games developed for marketing purposes, Three quarters
of American play video games, The medium is gaining
popularity because people spend more time on advergaming
sites, People are highly stimulated and focused while playing
games, Nature of games can be tailored based on target
population, The format is flexible
Offers potential to track usage and conduct market research
Correct Answer Advergaming
Addition of digital elements to live view; Enhanced version of
reality Correct Answer Augmented Reality
Affect: how one feels about an Attitude Object (AO)
Behavior: intentions to take action about the AO; behavior
might not always lead to an action
Cognition: what one believes to be true about AO
This model emphasizes the interrelationships among knowledge,
feeling, and doing Correct Answer ABC Model Affect
Behavior, Cognition
, Also called Neo-Personality Inventory. It is a set of five
dimensions that form the basis of personality
Openness to Experience
Conscientiousness
Extroversion
Agreeableness
Neuroticism Correct Answer The Big Five
Anything toward which one has an attitude Correct Answer
Attitude object (Ao)
Attitude Models specify different elements that might work
together to influence people's evaluations of AOs Correct
Answer Attributes
Belief that some condition is preferable to its
opposite/Consumers set of values play an important role in
consumption activities/Consumers purchase many products and
services because they believe these products will help
to attain a value-related goal/The extent to which people share a
belief system is a function of individual, social,and
cultural forces Correct Answer Values
Borrowed Freudian ideas to understand the deeper meanings of
products and advertisements./The approach assumed that we
channel socially unacceptable needs into acceptable outlets
including product substitutes. Correct Answer Motivational
Research
Category label that one associates with Correct Answer
Identity
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