This states that consumers' unconscious desires drive purchase decisions, and therefore, when marketing products and services, companies should appeal to those desires.Dichter's theory of motivationTrue or False: Innate needs are biological needs, such as food, water, air, clothing and shelter.TrueTrue or False: Marketing innovation is defined as developing compelling marketing messages that highlight a product's value proposition and differentiating factors.FalseThis is the governing body that reviews and regulates advertising materials to ensure that content is true and doesn't overpromise.Federal Trade CommissionAccording to the consumer motivation process diagram, which of the following is between "tension" and "action"?MotivationAccording to the text, savvy companies define their brands in terms of __________, not simply by the products they sell.The consumers they need to satisfyWhich of the following is not one of the three facets of needs presented in the reading?the variation among customer needs results in companies hyper-targeted messagesTrue or False: McClelland's human motivation theory can be used to influence how managers set goals, provide feedback and motivate and reward team members.trueTrue or False: The state of mind you experience as you search for something to fulfill your need is your consumer framework.FalseTrue or False: Goal identification is part of consumer movement from identifying needs and motivations to purchasing products and services.TrueTrue or False: Goal identification is part of consumer movement from identifying needs and motivations to purchasing products and services.TrueTrue or False: Information search is not one of the first three stages of the consumer decision-making process. FalseFalseTrue or False: Closure, a critical element of Gestalt psychology, deals with objects that are part of a visual design being perceived as a group or a pattern.FalseA 16-ounce bottle of Dasani water might be placed next to a salad bar so consumers can grab a salad and water at lunch when he or she is on the go. This product placement exemplifies the Gestalt psychology element of __________.Proximity______ is the practice of placing ads in places where consumers don't expect to see them or where they simply can't avoid them.Proximity MarketingThe first step in understanding how to create or change perceptions is tounderstand the elements of perception that consumers use to understand the world around themWhen it comes to problem recognition, in the case of __________, marketers can create advertisements that consumers hear and see so consumers realize they have an unmet need awaiting fulfillment and that a marketer's product can fulfill that need.external stimuliTrue or False: Perception is all about the objective reality of their environment—not consumers' subjective understanding of the world around them.FalseTrue or False: An example of how stimuli affects marketing efforts is Snapple's elimination of the plastic seal around bottle caps.TrueWeak stimuli involves __________.consumers adding bias as a means of interpreting the stimuli_______ focuses on the automatic response that humans develop through repeated exposure and reinforcement.Classical conditioning________ based on the notion that learning occurs through a trial-and-error process (also called operant conditioning).Instrumental conditioningTrue or False: Cognitive learning is primarily concerned with how information is processed by the human mind: how it is stored, retained and retrieved.TrueMotivation, cues, response and reinforcement are all critical elements of __________.Consumer LearningTrue or False: Repetition as a strategic application is what also enables marketers to launch new product lines and product forms under the same brand name.FalseTrue or False: The short-term store within the human brain is a space where sensory input lasts for just a second or two.FalseCognitive theorists believe that __________ is a complex mental process that happens because consumers make the conscious choice to process information and store that information in their brains.LearningIn a this type of test, researchers show consumers an advertisement and ask them if they remember seeing it and if they can remember any of its main points.Recognition TestTrue or False: One of the primary differences between recall tests and recognition tests is that recall tests use unaided recall.TrueTrue or False: Both consumer behaviors and attitudes are critical components that marketers seek to measure regarding brand loyalty.TrueIn Freudian theory, this is an individual's internal expression of society's moral code.Superego______consist(s) of the inner psychological characteristics that both determine and reflect how consumers think and act.PersonalityConclusions stemming from psychologists' research into human personality has not been uniform, but, overall, researchers agree on three principles. Which is not presented as one of these agreed upon principles?since personality is individual, it is not consistentThis individual identified 16 personality traits that he used to understand and identify individual differences in personality.Raymond CattellTrue or False: Based on the type of purchase they are exploring, consumers can fall into different categories of Karen Horney's theory relative to groups of personality types.TrueTrue or False: Trait theory is not among the foundational aspects of customer segmentation.FalseAdvertisements that focus on the personal benefits of product features tend to appeal to __________.inner-directed consumersTrue or False: Need for cognition (NFC) measures consumers' desire for information processing and ultimately, thinking.TrueTrue or False: According to psychologists who have explored the motivations behind consumer innovativeness, social factors are among the four main reasons consumers choose to accept and adopt new innovations.TrueTrue or False: An understanding of consumer personalities should form the foundation of a marketer's positioning strategy.TruePart of the tri-component attitude model, the __________ represents the consumer's emotions and feelings regarding the product or service in question.Affective component______consist(s) of the inner psychological characteristics that both determine and reflect how consumers think and act.PersonalityConclusions stemming from psychologists' research into human personality has not been uniform, but, overall, researchers agree on three principles. Which is not presented as one of these agreed upon principles?since personality is individual, it is not consistentThis individual identified 16 personality traits that he used to understand and identify individual differences in personality.affective componentPart of the tri-component attitude model, the __________ reflects behavior, or the likelihood that an individual will take a specific action regarding the product or service in question.conative componentThe __________ portrays consumers' attitudes as a function of their assessments of the attributes a product has (or doesn't have).multi-attribute modelTrue or False: The utilitarian function outlines that consumers' attitudes reflect the value, or utility, that various brands actually provide.FalseTrue or False: In the context of marketing and consumer behavior, an "object" can be a product, brand, service, price, package, advertisement or any other aspect of consumption.TrueThe __________ seeks to explain how humans process stimuli (for example, marketing materials) and how doing so may lead to effective attitude change.elaboration likelihood modelTrue or False: Consumers learn attitudes from a variety of sources ranging from direct experience to word of mouth to marketing.TrueTrue or False: Persuasion via the peripheral route occurs when a consumer is both motivated and able to process information.FalseTrue or False" If cognitive factors drive the consumer decision-making process for a particular product or service, marketers need to consider providing as much rational product information up front, in the places consumers are likely to search.TrueAn advertisement that helps consumers understand that a V8 drink can provide three of the five recommended servings of fruits and vegetables per day appeals to this function.Knowledge funtcionThe __________ is comprised of those product options that the consumer is aware of but feels indifferently toward.inert setTrue or False: Search Engine Optimization (SEO) is marketing tactic focused on driving traffic to a website through the use of paid search ads.FalseTrue or False: Information search is the first step in the five-step model developed by researchers Engel, Blackwell and Kollat.FalseTrue or False: A consumer's problems stem from two factors: a change in the consumer's ideal state and a change in the consumer's actual state.TrueTrue or False: Pre-purchase search is characterized as consumers engaging in information search even though a specific problem has not yet arisen.FalseThis is the set of products that you already know about, the options that are stored in your memory.Evoked SetThis set comprises the brands that the consumer would not consider for purchase because they dislike these brands or products.inept setTrue or False: Cognitive dissonance can be spurred internally, as with a consumer's own indecisiveness, but often it is external, like exposure to advertisements or sales for competing products or brands.TrueThis is the middle stage of the five-step model of consumer decision-making developed by researchers Engel, Blackwell and Kollat.Evaluation of alternativesWhich of the following is an example of focused messaging?Target's price match guarantee messaging, assuring customers that the company would match prices if the customer found a lower price online or in a local store

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