Psychology of Advertising Exam Questions And Answers ( Verified And Updated )

Psychology of Advertising Exam Questions And Answers ( Verified And Updated ) -Consumer Behavior (pg.3) - answerThe totality of consumers' decisions with respect to the acquisition, consumption, and disposition of goods, services, time, and ideas by human decision- making units (over time). Consumer Behavior involved goods, services, activities, experiences, people, and ideas. -Offering (pg.3) - answerA product, service, activity, experience, or idea offered by a marketing organization to consumers. B/c consumer behavior includes the consumption of so many things, we use the simple term offering to encompass these entities. -Acquisition (pg.4) - answerAcquiring. The process by which a consumer comes to own an offering. Acquisition included other ways of obtaining goods and services, such as buying, renting, leasing, trading, and sharing. -Usage (pg.4) - answerUsing. The process by which a consumer uses an offering. After consumers acquire an offering, they use it, which is why usage is at the very core of consumer behavior. Moreover, marketers, must be sensitive to when consumers are likely to use a product, whether they find it effective, whether they control their consumption of it, and how they react after using it ---do they spread positive or negative word-of-mouth reviews about a new film, for instance. -Disposition (pg.4) - answerDisposing. The process by which a consumer discards an offering. Disposition, how consumers get rid of an offering they have previously acquired, can have important implications for marketers. Marketers see profit opportunities in addressing disposition concerns. Disposition--> Consumers dispose of old products they acquired in a number of ways, oftentimes through recycling or vintage shops. Ex. Marketers see profit opportunities in addressing disposition concerns.---> Terra Cycle, for example, markets tote bags, pencil cases, and other products made from used packing and recycled materials. Ex. Part 2: In North and South America, Europe, and the Baltic, it partners with firms such as PepsiCo to collect mountains of discarded packing and turn them into usable products for sale. *Sharing* (pg.7) - answerIs a form of acquisition, such as sharing possessions within a family or sharing videos via YouTube. Ways of Disposing of an Offering (pg.7): - answer-Find a new use for it. Ex. Using an old toothbrush to clean rust from tools or making shorts out of an old pair of jeans shows how consumers can continue using an item instead of disposing of it. -Get rid of it temporarily. Ex. Renting or lending an item is one way of getting rid of it temporarily. -Get rid of it permanently. Ex. Throwing away an item, sending it a recycling center, trading it, giving it away or selling it are all ways to get rid of it permanently. Consumer Behavior Involves Emotions and Coping (pg.9) - answerConsumer researchers have studied the powerful role that emotions play in consumer behavior. ~Positive and negative emotions as well as specific emotions like hope, fear, regret, guilt, embarrassment, general moods can affect how consumers think, the choices they make, how they feel after making a decision, what they remember, and how much they enjoy an experience. -Because issues related to consumer behavior can involve stress, consumer often need to cope in some way. ~Researchers have studied how consumers cope with difficult choices and an overwhelming array of goods from which to choose; how consumers use goods and services to cope with stressful events like having cancer; and how they cope with losing possessions due to divorce, natural disasters, moving to residential-care facility, and other incidents. WHAT EFFECTS CONSUMER BEHAVIOR? (pg.10-14) - answerExhibit 1.6*** KEY!!! The many factors that affect acquisition, usage, and disposition decisions can be classified into four broad domains, as shown in the model in Exhibit 1.6: (1) the psychological core (2) the process of making decisions (3) the consumer's culture (4) consumer behavior outcomes Although the four domains are presented in separate sections of this book, each domain is related to all the others.