exam 1 study guide - ADV 319 Psych of Adv Stout...

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Unformatted text preview: ADV 319 Psych of Adv Stout Spring 2011 ADV 319: Study Guide for the Exam 1 [Exam covers materials from textbook, lecture, in class discussion, videos and presentations] Exam 1 covers Chapters 1 – 6 in Solomon (9e) text. The exam is worth 25% of your grade. There are 50 multiple choice questions on the exam and you will have 50 minutes to complete the exam. You will use the additional class time to mark the Scantron sheet with your answers to the test questions. You will receive a Scantron sheet at the beginning of the exam period. Make sure you indicate all your answers on the Scantron sheet, as changes after the exam period will not be made. Students are expected to do their own, independent work on the exam. Any instances of suspected scholastic dishonesty will be handled in accordance with UT policies (as indicated in the course syllabus). A few procedures: 1. Bring your UT ID with you to the exam, as it is required for identification purposes. You are required to show your UT ID when you hand in your completed exam. You will hand in BOTH the Scantron sheet and the exam copy. 2. Arrive before the start of class time so you can take your seat and fill in required information on the Scantron sheet. If you arrive late, you will need to sit in the front row of the room, and you will be given your exam sheets. 3. Be sure you visit the restroom if necessary before the exam period. During the exam you will not be allowed to leave the classroom, unless you have completed and turned in your exam. 4. There are different versions of the exam. People sitting next to each other are not permitted to have the same version. Exam versions will be color coded. 5. Silence phones and put away ALL personal items. No notes, books or other materials are to be used during the exam. 6. BRING A PENCIL to be used for filling in the Scantron sheet. 7. If you have a question during the exam, raise your hand and wait until I or one of the RAs come to you. Some study tips: 1. Read the book chapter to get a sense of the overall view of the topic area. 1 ADV 319 Psych of Adv Stout Spring 2011 2. Review the lecture slides (and examples) to connect particular terms/concepts/ideas with the overall topic. 3. “Connect the dots”…that is, think about how the terms/concepts/ideas link to practice 4. Study with a buddy or group. Two (three, four, etc.) heads are better than one and can add different perspectives. ADV 319: Study Guide for the Exam 1 The exam covers materials from textbook, lecture, in class discussion, videos and presentations. The guide below is intended to assist you in studying for the exam. It is NOT intended to be an all inclusive list of terms/concepts/ideas that will be on the exam. Be prepared (a) to define, understand and be able to give examples of concepts and (b) to be able to answer questions and apply examples. Chapter 1 • Consumer Behavior • Market Segmentation • The Meaning of Consumption • What are demographics? Give three examples of demographic characteristics. • What is popular culture, and how does this concept relate to marketing and consumer behavior? • This chapter states “people often buy products not for what they do but for what they mean.” Explain the meaning of this statement and provide an example. Not covered in class: • • • Define social marketing and give an example of this technique Define consumer addiction and give two examples Name two different disciplines that study consumer behavior. How would their approaches to the same issue differ? Chapter 2 • Sensory Systems • Sensation and Perception • The Process of Perception • Trade Dress 2 ADV 319 Psych of Adv • • • • • • • • • • • • • • • Stout Spring 2011 Sensory Thresholds Personal Selection Factors Stimulus Selection Factors Interpretation Stimulus Organization Schema Semiotics Perceptual Positioning Positioning Strategy Define hedonic consumption and provide an example. Identify and describe the three stages of perception. What is the difference between an absolute threshold and a differential threshold? Define a “schema” and provide an example of how this concept is relevant to marketing. List the three semiotic components of a marketing message, giving an example of each What is a positioning strategy? What are some ways marketers can position their products? Not covered in class: • Does subliminal perception work? Why or why not? Chapter 3 • Associative Networks • Behavioral Learning Theories • Classical Conditioning • Instrumental Conditioning • Stimulus Generalization • Cognitive Learning Theories • Observational Learning • The Memory Process • Memory Systems • Recognition vs. Recall • How can marketers use repetition to increase the likelihood that consumers will learn about their brand? • How is associative memory like a spider web? • What are the three types of memory and how do they work together? • Define “nostalgia” and tell why it’s such a widely used advertising strategy. 3 ADV 319 Psych of Adv Stout Spring 2011 Not covered in class: • What are three problems with measure of memory for advertising? Chapter 4 • The Motivation Process • Motivational Strength • Motivational Direction • Drive Theory • Expectancy Theory • Types of Needs • Maslow’s Hierarchy of Needs • Consumer Involvement • Types of Involvement • Values and Core Values • Individualism vs. Collectivism • Materialism • Conscientious Consumerism • What are some strategies marketers can use to increase consumers’ involvement with their products? • Name the levels of Maslow’s Hierarchy of Needs and think of an example of a marketing appeal that is focused at each level. • What are values and why should marketers care? • What is consumer involvement? How does this concept relate to motivation? • What is materialism and why is it relevant to marketing? Not covered in class: • Describe three types of motivational conflicts Chapter 5 • Self-Concept • Self-Esteem • Real and Ideal Selves • Symbolic Interactionism • Looking-glass Self • Self-Consciousness • Identity Marketing • The Extended Self 4 ADV 319 Psych of Adv Stout Spring 2011 • Agentic and Communal Goals • Androgyny • Female Sex Roles • Male Sex Roles • Body Image • What does “the looking-glass self” mean? * How do Eastern and Western culture differ in terms of how people think about the self? * Compare and contrast the real versus the dieal self. List three products for which a person is likely to use each type of self as a reference point when s/he considers a purchase. * Give two examples of sex-typed products. Chapter 6 Personality Pleasure Principle AIOs Id/Ego/Superego Motivational Research Archetypes Personality Traits Brand Personality Co-Branding Strategies Animism Lifestyle Psychographics Psychographic Segmentation Strategies Describe the id, ego, and superego and tell how they work together according to Freudian theory. Describe three personality traits relevant to marketers. Define a brand personality and give two examples. Define psychographics and describe three ways marketers can use it. Other “The Persuaders” Guest Speaker: Heather Schulz, “Socially Visible Brands” 5 ADV 319 Psych of Adv Stout Spring 2011 Some sample questions for Exam 1 1) Which of the following comes closest in characterizing the concept of hedonic consumption? A) Bill can't get an advertising jingle out of his mind when he enters a store and sees the product the jingle advertises. B) Kim can never buy fashionable clothes without looking carefully at their construction and then feeling the quality of the cloth with her fingers. C) Marcus often buys products just to make his wife angry. He thinks that since she is such a penny-pincher she ought to be punished. Buying unneeded items is how Marcus punishes her frugality. D) A new computer game rapidly replaced an older one because it had much faster action. 2) If a woman gets compliments after wearing Obsession perfume, she is more likely to keep buying the product and wearing it. What type of instrumental conditioning has occurred in the situation? A) neutral reinforcement B) positive reinforcement C) negative reinforcement D) symbolic reinforcement 3) Jake feels a hunger growing in his stomach. The more he feels the hunger, the more he wishes lunchtime would hurry and arrive. He is already planning what he will eat and how good it will taste. Which of the following processes most accurately identifies what Jake is feeling? A) the goal process B) the directionality process C) the motivation process D) the involvement process 4) The title of a popular book once proclaimed that Real Men Don't Each Quiche. Products that take on masculine or feminine attributes are said to be ________. A) agentic B) sexually explicit C) sex-typed D) androgynous (Answers: 1 B; 2 B; 3 C; 4C) 6 ...
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This note was uploaded on 06/09/2011 for the course ADVERTISIN na taught by Professor Na during the Spring '11 term at University of Texas at Austin.

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