Consumer Behavior Chapter 2 – Flashcards
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When consumers are unhappy with a product, they may file a complaint in the form of legal action, Better Business Bureau complaint, or publishing a negative review. This is called a ________ response.
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third party
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Bayer HealthCare Pharmaceuticals established a new campaign for Yaz birth control to ensure consumers understand that Yaz does not treat PMS, a claim which had been made in early Yaz advertisements. Bayer is using ________.
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corrective advertisement
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Which term refers to marketing techniques that are used to encourage positive behaviors such as literacy or discourage negative behaviors like drunk driving?
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social marketing
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The shoe company TOMS gives a pair of shoes to a needy child for every pair that it sells. This is an example of a company which has integrated ________ into its business model.
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corporate social responsibilty
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A strategy that aligns a company brand with a cause to generate business and societal benefits is called __
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cause marketing
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When companies make false claims about how environmentally friendly their products are, ________ has occurred.
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greenwashing
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Which of the following is the best predictor of whether people will recycle?
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perceived effort required
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During ________, one consumer exchanges something she owns with someone else for something the other person owns.
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lateral cycling
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A physiological or psychological dependency on a product or service is called a ________.
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consumer addiction
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Which of the following is associated with compulsive consumption?
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anxiety
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What is the distinction between cause marketing and social marketing?
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Social marketing is the use of marketing techniques to change some public behavior. Cause marketing is the aligning of a brand with a cause in order to generate consumer support in the brand. Both seek to do good but social marketing benefits the general public while cause marketing primarily benefits the brand.
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