Focus On

Question 1

6 Reasons People Conform

Answer 1

1) Normative influence—wanting acceptance; 2) Informational influence—looking to others for guidance; 3) Social/peer pressure; 4) Desire to fit social roles or identity; 5) Fear of rejection or isolation; 6) Following cultural or social norms

Question 2

3 Reasons People Follow the Group

Answer 2

Anti-conformity; Independence; Reactance

Question 3

Ego-Defensive Influence

Answer 3

People adopt attitudes to protect their self-esteem or avoid psychological discomfort.

Question 4

Value-Expressive Function

Answer 4

Attitudes that allow individuals to express core values, beliefs, and self-identity.

Question 5

Knowledge Function

Answer 5

Attitudes that help people make sense of the world by organizing and simplifying information.

Question 6

Utilitarian Function

Answer 6

Attitudes based on rewards and punishments—people adopt them to gain benefits or avoid costs.

Question 7

Traits Opinion Leaders Have

Answer 7

1) Similar values; 2) Legitimate power; 3) Knowledge power

Question 8

Fears of Being Aging

Answer 8

(Not listed — add if needed)

Question 9

Why Segmenting by Social Class Fails

Answer 9

Status inconsistency; Intergenerational mobility; Subjective social class; Consumer aspirations; Social status widens differences

Question 10

Diderot Effect

Answer 10

How new products influence or reshape other purchases

Question 11

Multi-Attribute Attitude Model

Answer 11

Attributes; Beliefs; Importance weights

Question 12

Acculturation

Answer 12

The process of learning cultural patterns

Question 13

Luckers

Answer 13

People who absorb content without contributing

Question 14

Showrooming

Answer 14

Seeing a product in person, then buying it elsewhere

Question 15

Conscious Preconscious Unconscious

Answer 15

Conscious: Contact with Outside World
Preconscious: Material Just beneath the surface of awareness
Unconscious: difficult to retrieve material

Question 16

Archetypes

Answer 16

Universally shared ideas and behaviour patterns

Question 17

Psychographics

Answer 17

Activities -> Interests -> Opinions

Question 18

Consumption Constellations

Answer 18

Buying everything to express anything

Question 19

Balance Theory

Answer 19

Cognitive consistency theory that suggests individuals strive for harmony and consistency among their attitudes, beliefs, and relationships.

Question 20

Innovativeness

Answer 20

The degree to which a person likes to try new things

Question 21

Materialism

Answer 21

Amount of emphasis placed on acquiring and owning products

Question 22

Self-consciousness

Answer 22

The degree to which a person deliberately monitors and controls the image of the self that is projected to other

Question 23

Need for cognition

Answer 23

The degree to which a person likes to think about things (i.e.,
expend the necessary effort to process brand information

Question 24

Frugality

Answer 24

Deny short-term purchasing whims and resourcefully use what
one already owns

Question 25

Cognitive Dissonance

Answer 25

Person's beliefs, attitudes, or values conflict with their actions or with new information

Question 26

Reactance

Answer 26

a motivational state where consumers feel a threat to their freedom (boomrang effect)

Question 27

Types of Communties

Answer 27

Tourists: Low interest, low attachment (transient). Minglers: Low interest, high attachment (socially engaged but lack deep concern for the topic). Devotees: high interest, low attachment (passionate about the topic but not loyal to the group). Insiders: high interest, and attachment.

Question 28

3 Forms of Involvement (Order)

Answer 28

Compliance: lowest level of involvement when consumers are not at all committed to an attitude Identification: this level of commitment occurs when we form attitudes similar to others Internalization: high level involvement deep-seated attitudes, difficult to change

Question 29

What archetype would Marlboro represent?

Answer 29

Warrior / Ego – confident, powerful, heroic, rugged masculinity

Question 30

What archetype would Disney represent

Answer 30

Magician / Thought – logical, analytical, insightful, transformative experiences

Question 31

What archetype would National Geographic represent

Answer 31

Patriarch / Belief – dignified, authoritative, inspirational, knowledgeable

Question 32

What archetype would Victoria’s Secret represent

Answer 32

Enchantress / Soul – mysterious, sensual, tempting, aspirational allure

Question 33

What archetype would Volkswagen represent

Answer 33

Troubadour / Joy – joyous, free-spirited, agile, approachable