According to Eben Harrell (Neuromarketing, what we need to know) there are 5 neuromarketing techniques:

Answer: fMRI, EEG, eye tracking (2 kinds), biometrics, facial coding

Which neuromarketing techniques is more expensive and invasive than many other methods?

Answer: functional magnetic resonance imaging (fMRI)

An EEG (electroencephalogram) reads brain-cell activity using sensors placed on the subject's scalp; it can track changes in activity over fractions of a second. » (Harrell, 2019)How can we use it as a tool of neuromarketing?

- Improving ads and branding

-Improving ad content

According to Harrell's article on neuromarketing, which of the following is not a reason why physiological measuring techniques are more popular in the marketing industry?

Answer: they are more precise at measuring detailed or specific emotional responses

A brand measures a consumer's eye tracking to ensure the consumers attention is focused on the right thing at the right moment. What neuromarketing technique are they applying?

Answer: Eye Tracking: Gaze

What are the weaknesses of traditional approaches that increase the utility of neuromarketing?

Answer: People have flawed recall; people lie when they are trying to impress; people's perceptions can be influenced by how a question is asked

In experiments conducted using fMRI, what two factors were considered to alter consumers' perception of the product?

Answer: Knowledge of the brand; knowledge of the price

Which neuromarketing measurement tool is described as "The use of magnetic fields to track the blood flow across the brain and is administered while a person lies inside a machine that tracks continuous measurements over time."

Answer: fMRI

Why will physiological measuring techniques most likely remain the most popular (within Neuromarketing)?

Answer: They are less expensive, require less technical expertise, and are more easily paired with traditional marketing research tools.

According to Harrell (2018), which of the following neuromarketing techniques is NOT able to reveal the level of engagement of the consumer?

Answer: EEG

Based on Gallagher's assertion as people moved from rural communities into cities they lost their safeguard against possible hardship or adversity and to mitigate this they started developing funds. What level would this connect to in Malsow's hierarchy of needs?

Answer: Safety

When United Way tried to increase its engagement with donors from inside its employer-partners In Atlanta in the mid-1990s, what was the question of employees who were donating via payroll deduction?

Answer: What do you think the most important social issues are in Atlanta?

Considering the article "United Way's CEO on Shifting a Century-Old Business Model", which of the results below was not achieved after digitalization attempts?

Answer: The digital platform helped donators to see each other's donations and this led tp competition among them, which raised donations even more

United Way decided to change their business model from a B2B to a B2B2C. The organization wanted to create a more direct relationship with individual donors as surveys showed that they needed to get people more involved and measuring behaviors showed that donors who engaged with the organization online gave more and continued giving from year to year. According to Maslow (1943), what could be a possible motivation for the donors to give to the organization?

Answer: A sense of connection

Considering the article "United Way's CEO on Shifting a Century-Old Business Model", which of the results below was not achieved after digitalization attempts?

Answer: The digital platform helped donators to see each other's donations and this led to competition among them, which raised donations even more

What according to the B. Gallagher, is the best way to process engaged customers in the turnaround and helped restore revenue growth in scaling? 

Answer: Digital Technology

In the article « United way's CEO on Shifting a Century-Old Business Model », United Way moved from a B2B model to a B2B2C model. The purpose of this change was:

Answer: To create a more direct relationship with individual donors.

In the article « United way's CEO on Shifting a Century-Old Business Model », United Way moved from a B2B model to a B2B2C model. The purpose of this change was (Hanna's comment: Important to know why?)

Answer: To create a more direct relationship with individual donors.

In Dichter's article, which of the following statement is wrong regarding to psychological findings from speakers' perspective in WOM?

Answer: Speakers act as communicator of advertising in message-involvement

Since it is difficult for consumers to avoid exposure to advertising, many people have turned to accepting it for its independent attraction and entertainment value. They are inclined to lean back and let the advertisers compete with the show. Thus entertainment value and originality of ads have become topics of talk.' Which is the correct answer to describe this case?

Answer: The show is the thing

Considering the factor of "proof of friendship" stimulating word-of-mouth, what does Dichter (1966) argue to be the main problem with the "convey personal experience" method?

Answer: The advertiser often has not experienced his product and therefore has limited knowledge about its effects on others.

According to Dichter (1966) there are four (4) categories of speaker motivation. Message-involvement is one of these categories. What is this message-involvement 'talk' based on?

Answer: It is based on the PR and advertising around the product

If someone recommends me a new cell phone through word-of-mouth, what is the most basic motivation for me as a "listener" for accepting and acting on that recommendation?

Answer: The assumption that no material interest are involved in the "speaker's" recommendation.

What is the most typical reward of a Word-of-Mouth incident?

Answer: Psychological

According to Dichter (1966), "Motivations to talk about products or services were found to fall into four main categories, frequently overlapping or combined." What are the four categories?

Answer: Involvement in the product, the self, others, or the message.

Dichter (1966) identifies self-involvement as one of the four speaker motivations of word-of-mouth advertising. The author here introduces the eight most frequent goals of self-confirmation. One of these goals is described in terms of 'newness and "difference" of products provide the speaker with an opportunity to identify with them and their makers.' Which goal is it?

Answer: Feeling like a pioneer

Anna recently bought a coffee machine and after using it for a while she found it extremely great and was happy with her purchase. She thought her parents would find pleasure in this product as well, so she went ahead and bought them one too. According to Ditcher (1966), which of the following involvement categories does this motivation to talk about a product fall into?

Answer: Other-involvement

We sometimes talk about things that we observed, for example, in a group we talk about a movie that only one out of five people have watched. This one person feels like he knows something that other people don't know. He feels more superior in information of the movie as he is the only one that watched it. He tries to recommend the four other people to watch so he can get a sense of leadership or superiority that he is the one who recommended the movie.

Answer: Self-Involvement

Greg went to a high school reunion alone, and he and his friends were talking and catching up. The topic of food came up and Greg told them about a particular restaurant. If his motivation for talking about the restaurant falls into what Ditcher (1966) calls the "other involvement" in his article about word-of-mouth, what would be the nature of his conversation?

Answer: Greg's friend Susan expressed how difficult it was for her and her husband to eat at a restaurant with their small children because the restaurants in the area were not family-friendly. Greg recommended a restaurant that he had taken his wife and his two small children to for his wife's birthday. The restaurant is very family-friendly; they had good children's menus, high-chairs, and bibs. The bathrooms even had changing tables. He wanted Susan to have a dining experience with her family that was as good as his own experience.

When it comes to the speaker's motivation, there are four involvement categories. Which of the following explanations matches the category of "Message-involvement" best?

Answer: The talk which is mainly stimulated by the way the product is presented through advertisements, commercials or public relations, but is not necessarily based on the speaker's experience with the product proper.

Dichter (1966) divides motivations to talk about products or services into four different categories. Which of the following is not a motivation?

Answer: Service-involvement

The influencer can be seen as an example of modern day Word-of-Mouth advertising. Influencers are profiles online who make money from ads and collaborations with companies, brands and products. If we look at the psychological findings of Dichter (1966), what kind of "speaker's motivation" would an influencer have?

Answer: It depends on the influencer (speaker) and the company/brand/product s/he advertises. There are different motives in different cases. One cannot connect a specific motivation to a certain group of people, rather on an individual, object- and/or context-based level.

What does message involvement mean according to Dichter (1966)?

Answer: This refers to talk which is mainly stimulated by the way the product is presented through advertisement, commercials, or public relations, but is not necessarily based on the speakers experience with the product proper.

According to Dichter (1966), motivations to talk about products or services were found to fall into four main categories. Which type of involvement is referred to as talk which is mainly stimulated by the way the product is presented, but is not necessarily based on the speaker's experience with the product proper?

Answer: Message-involvment

I discovered a new TV show! None of my friends knows it, so I decide to tell them what the show is, this way I won't feel only watching it, I will receive my friends' approbation and I will feel myself as a pioneer. According to the Dichter (1966), what is the motivation of my word-of-mouth as speaker?

Answer: Other-involvement motivation

Kalle just tried the Voi Scooter and he thought it was so much fun! He feels like he need to share his experience with someone. He decides to tell Anna about it. According to Dichter (1966), what motivates Kalle to recommend the service?

Answer: Product-involvement

According to Dichter (1966), one of the categories of motivational involvement in Word of Mouth is Other Involvement, which means:

Answer: The speaker talks about a product on altruistic purpose to share a feeling.

Julia likes to recommend products to her friends because it gives her reassurance about her purchasing decisions and makes her feel good to know that others confirm to her choices. According to Dichter (1966), Julia's motivation to talk about products falls into the category of:

Answer: Self-involvement

According to Ditcher (1966), to conduct an effective advertising campaign, advertisers should focus on:

Answer: the present consumer, because he will share his experience after purchasing a product

According to Ernest Dichter, Word-of-Mouth are

Answer: Two types

According to Ernest Dichter, involvement categories are:

Answer: product-involvement, self-involvement, other-involvement and message-involvement

According Dichter (1966), there are four motivations for the the customer (speaker) to talk about products: Product involvement, self-involvement, other involvement and message involvement. According to Reichheld (2003, p. 51), "The only path to profitable growth may lie in a company's ability to get its loyal customers to become, in effect, its marketing department". Hence, what is the best stimulation for customers with high product-involvement to make them good speakers (i.e. part of the company's marketing department)?

Answer: Stimulation that emphasize the pleasurable experience from using the product.

Hazel's favorite actress endorses a new cosmetics brand and shoots an advertisement. Hazel shares this advert on all of her social media accounts, praise the beauty of her idol and recommend the brand to her friends. This motivation is mainly a(n)

Answer: message-involvement

When a consumer believes that an advertisement is more of a sales tool than information and guidance, he feels:

Answer: Threatened

Which of the following is included in the speaker's motivation in terms of WOM according to Dichter(1966)?

-Gaining attention

-Suggesting Status

-Asserting Superiority

What is the "bandwagon effect" concerning word-of-mouth? (Hanna's comment: This is what Dichter (1966) calls a reversal of the band-wagon effect, which is when people do things just because they are done by others, aka "social proof" [e.g. Sundie et al. 2012)

Answer: It's called the "bandwagon effect" when consumers are proud to use what they consider an "underdog" product. They feel gratified in defying the majority by publicly using an unpopular brand. Though, the real self-confirmation lies in converting others to their own odd choice.

Name the two kinds of Word of Mouth mentioned by Dichter (1966)

Answer: Pre-decision & Post-decision

______ refers to talk which is mainly stimulated by the way the product is presented through advertisement, commercials or public relations, but is not necessarily based on the speaker's experience with the product.

Answer: Message-involvement

What type of involvement is referred as a ''talk that is mainly stimulated by the way the product is presented through advertisements, commercials or public relations, but is not necessarily based on the speaker's experience with the product proper''?

Answer: Message - involvment

Regarding Word-of-Mouth, which of these is NOT a Self-Involvement technique according to Dichter (1966)?

Answer: Intent to help.

Which of the following is not one of the four main categories of involvement?

Answer: Consumer-involvement

Considering word-of-mouth, under which circumstances do listeners expect to obtain the truth about a product most safely?

Answer: When the one who recommends is interested in him and his well-being and that this recommender's experience with and knowledge about the product are convincing

According to Dichter (1966), what two conditions will mostly be taken into account by the listener, when weighing the value and validity of a recommendation?

Answer: One, that the person who recommends is interested in him/her and his/hers wellbeing; and second, that the speaker's experience with and knowledge about the product, are convincing.

What 3 items consumer desires?

Answer: Price, quality and style comparisons

What type of goods fall in the category where consumer desires to compare prices, quality, and style at the time of purchase?

Answer: Shopping goods

According to Melvin T. Copeland, if a customer develops a need and decides to go to different stores in order to fulfill this need with the most appropriate product for him, which one of those category this product will be part of ?

Answer: Shopping goods

According to Copeland (1923), there are 3 ways a consumer may form their attitude towards a product/brand from. Which of the following is NOT a form according to him?

Answer: Value

Which criteria is not used by the author to categorize commodities?

Answer: The urgency of satisfying the need

What are the 3 possible attitudes the consumer has when approaching a product?

Answer: Recognition, preference or insistence

In order to increase the demand for a product using brand identification, what attitudes of the customer can play a role?

Answer: Recognition, preference, insistence.

According to Copeland (1923), merchandise sold in retail outlets/ stores can be divided in to three classes:

Answer: Specialty goods, convenience goods and shopping goods

Which of the following can be considered as a important characteristic of 'specialty goods' for a consumer?

Answer: a brand's reputation for the quality and service of the good

In the article « Relation of consumers' buying habits to marketing methods », which of these attitudes of the consumer is the most common in the purchase of specialty goods?

Answer: Insistence

To what levels on a semantic differential scale would the three types of attitudes discussed by Copeland (1923) likely correspond?

Answer: Recognition = neutral or mildly positive attitude; preference = positive attitude; insistence = strongly positive attitude.

According to Copeland,M.t. (1923), ___________ are those which have some particular attraction for the consumer, other than price, which induces him to put forth special effort to visit the store in which they are sold and to make purchase without shopping.

Answer: Specialty goods

Which of the following describes a convenience good according to Copeland (1923)?

Answer: A good that is customarily purchased at easily accessible stores

Which denominator is NOT description of convenience goods?

Answer: Purchased largely by women

Which of this statements is not true about the role of marketing in relation to the buying habits of each type of product:

Answer: Convenience goods are distributed through specially selected retailers.

A company must keep in mind the attitude in which the consumer approaches the purchase decision. Which one of these does not belong to the aspects that attitude may build upon?

Answer: Price

From the standpoint of consumers' buying habits, merchandise sold in retail stores can be divided into three classes: (1) convenience goods; (2) shopping goods; (3) specialty goods. According to Copeland (1923), which goods are those for which the consumer desires to compare prices, quality and style at the time of the purchase?

Answer: Shopping goods

According to the author, consumer attitudes towards a branded article does not include:

Answer: Acceptance

According to Copeland (1923), what sort of goods are purchased largely by women?

Answer: Shopping goods

Which of the descriptions below define specialty goods?

The consumer plans in advance, examples would be men's shoes or vacuum cleaners.

What are the three consumer attitudes when it comes to buying a branded product?

Answer: Consumer recognition, consumer preference and consumer insistence

According to Copeland (1923), "When a manufacturer undertakes to focus the potential demand upon his product with brand identification, he must consider the attitude in which the consumer ordinarily approaches the purchase of such an article. The attitude of the consumer may be that of:"

Answer: Recognition, preference, insistence

In the article RELATION OF CONSUMERS' BUYING HABITS TO MARKETING METHODS: In purchasing ¬¬¬____(1)___, the consumer determines in advance the nature of the goods to be bought and the store in which the purchase is to be made, provided a satisfactory selection of merchandise can be effected in that store. ___(2)____ are purchased at stores that are easily accessible.

Answer: (1) is Specialty goods, (2) is Convenience goods

Which of the statements below apply to the purchase of convenience goods (from the standpoint of consumers' buying habits)?

Answer: Goods that are customarily purchased at easy accessible stores, the consumer is familiar with these articles and they are purchased at frequent intervals. As soon as the consumer recognizes the want, the demand becomes clearly defined in his mind.

_____ are those for which the consumer wishes to compare prices, quality and styles, typically by going to multiple shopping institutions.

Answer: Shopping goods

Back in 1923, for which category of goods did consumers usually spend the most time to compare prices?

Answer: Shopping goods, such as chinaware, novelties, phonographs

Copeland (1923) divides goods into different classes. Which classification of goods has a high density of distributors?

Answer: Convenience

In regard to consumer buying behaviour, merchandise sold in retail stores can be divided into three classes. From the list below, which class from the following classes do not belong?

Answer: Inconvenience goods

From the standpoint of consumers' buying habits, merchandise sold in retail stores can be divided into three classes. One of them stands for "consumers which desires to compare prices, quality, and style at the time of purchase". Which one of these options match the description?

Answer: Shopping goods

According to Copeland (1923), for what kind of goods is the buyer is more likely to express insistence?

Answer: Speciality goods, convenience goods, shopping goods

Which denominators characterize the convenience goods?

Answer: Low risk, Habitual, Often immediate need

In order to increase demands on a product using Brand Identification, which attitudes of the consumer may play a role?

Answer: Recognition, preference, insistence.

With respect to Copeland's (1923) three levels of product/brand attitude strength; recognition, preference and insistence, which of the following statements is NOT true.

Answer: Individualized product in quality and special features, or service is ensuringconsumer's insistence for convenience goods.

Which goods are according to Copeland (1923) usually purchased at stores that are easily accessible for the consumer?

Answer: Convenience goods

Copeland (1923) defines the three groups of consumer products in stores. Which of the following is not part of the group?

Answer: Reality goods

When a manufacturer undertakes to focus the potential demand upon its product with brand identification, the manufacturer must consider the attitude in which the consumer approaches the purchase. Which are the three attitudes of the consumer according to Copeland (1923)?

Answer: Recognition, preference, insistence

According to Copeland (1923), what are the three types of the attitudes of a consumer who is purchasing an article based on brand identification?

Answer: Recognition, preference, insistence

What is the purpose of Belk's (1988) article ''Possessions and the Extended Self''?

Answer: To examine the Relationship between possessions and sense of self.

In the paper "Possessions and the Extended Self" written by Russel W. Belk, according to Marx's point of view which of the following support sense of self:

- Crocheting a teddy bear to put on the shelf

- Creating a house that you live in

In boarding schools, students are often required to wear only school uniforms and with a standardized haircut. What does Belk (1988) argue in his article Possessions and the Extended Self regarding this situation?

-It restores a new sense of self which involves more of a shared group identity

-It is an elimination of uniqueness and it accompanies with a loss or lessening of self

Drew has lots of money but doesn't feel that the money accurately portrays who Drew is. Why could this be, according to Belk (1988)?

Answer: To some people, money isn't tangible enough to become an extended part of themselves. These people may need to buy more visible things to be a part of their extended self. Drew could be one of them.

Which of the following statements about "loss of possessions" is not correct? (Belk, 1988)

Answer: Both voluntary and nonvoluntary loss of possessions will result in the feelings of resentment.

Teenagers Maja and Ella switch clothes for the party. According to Belk (1988), they share not only friendship, but also identities. He also writes about different forms of self-extension that is not intentional: contamination. What kind of contamination is based on the provided example? (Hanna's comment: though two of these can be seen as synonymous)

Answer: Positive

According to Belk (1988), which of the following is most likely to NOT be considered a process of self-extension?

Answer: Receiving a gift from a stranger

Belk (1988) focuses his article on the concept of extended self. Which of the following can be seen as extensions of the self?

Answer: Family, city and nation

According to Belk, a loss of possession can also be understood as loss of:

Answer: Self

Which is the first point (outermost level) of the Onion Model? (Belk, 1988)

Answer: Biographical data (age, gender, name)