Participatory action research is also called transactional consumer research.
Many needs can influence consumer behavior including one’s need for power and need
for uniqueness.
The looking-glass self is molded by elements of the pop culture, such as comic book
heroes.
When Shira was a young girl, her teacher gave her a sticker every time she earned
above 90% on a test. Shira’s teacher was using classical conditioning.
Andy Wilcox was running for mayor. His campaign manager asked people to put a
small pro-Wilcox sign in their yards. Later, the manager called the same people and
asked if a larger sign could be placed in their yards. He was rarely turned down. This is
an example of the foot-in-the-door technique.
A biography of a famous American woman indicated that she never married the man
she loved the most because his family status and income didn’t meet her goals. This is
evidence of the strength of hierogamy in some people’s lives.
A membership reference group is made up of idealized figures such as successful
business people, athletes, or performers.
Some color combinations can become so associated with a company that the
corporation may be granted exclusive use of these colors.
The psychological principle of reciprocity is at work when we take into account what
others do before we decide what to do.
Thetrickle-down theory of fashion says that fashion moves from the upper classes to the
lower classes.
Psychographic information is not considered to be demographic data because this type
of information is not directly observable.
Jan’s Tees aims to create t-shirts from natural materials that are fully reusable and
recyclable so that the firm uses zero resources to manufacture the shirts. This is known
as ________ thinking.
A) triple bottom-line
B) social
C) cradle to cradle
D) literate
Eric has a St. Christopher’s medallion that he received from his late grandfather. The
magical qualities (e.g., good luck qualities) of this gift have helped Eric be less fearful
about the world around him. In times of need, Eric rubs the medallion and it seems as if
St. Christopher actually speaks to him through the medallion to help him through his
difficulties. Eric’s feelings toward this medallion are best described by which of the
following terms?
A) objectivism
B) animism
C) humanism
D) Doppelgangerism
A(n) ________ is an actual or imaginary individual or group conceived of having
significant relevance upon an individual’s evaluations, aspirations, or behavior.
A) opinion group
B) demographic group
C) reference group
D) focus group
During ________, one consumer exchanges something she owns with someone else for
something the other person owns.
A) freegan sharing
B) divestment
C) disposal casting
D) lateral cycling
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.
A) private
B) third-party
C) voice
D) complaint
In a Freudian interpretation, what is the function of the ego?
A) The ego is a system that mediates between the id and the superego.
B) The ego determines an individual’s degree of self-involvement.
C) The ego operates on the pleasure principle and is constantly seeking psychological
dominance and enjoyment.
D) The ego is one of several archetypes that represent the shared memories and motives
of almost all humans.
We tend to marry people in a similar social class to our own. Sociologists call this
________, or assortative mating.
A) marriage complementarity
B) homogamy
C) monogamy
D) status crystallization
Which of the following occurs when a customer learns that two products are different
even though the packages of both products look similar?
A) extinction
B) brand equity
C) stimulus generalization
D) stimulus discrimination
A consumer researcher who believes in the paradigm of ________ believes that human
reason is supreme and that there is a single, objective truth that can be discovered by
science.
A) fundamentalism
B) interpretivism
C) positivism
D) postmodernism
Which of the following is NOT one of the three distinct stages of gift-giving rituals?
A) convention
B) gestation
C) presentation
D) reformulation
Participatory action research (PAR) is also known as ________.
A) consumer intervention research
B) transformative consumer research
C) social marketing research
D) consumer curation
Which of the following is NOT one of the consumer rights established in President John
F. Kennedy’s Declaration of Consumer Rights in 1962?
A) right to safety
B) right to be informed
C) right to choice
D) right to desire more
Tian Zhao’s parents were peasants from central China. Tian got a degree in electronics
from a university and now works for a medium-sized technology firm. Tian recently
purchased a Canon camera and a Dell computer, and he wears Nike running shoes. He
shares an apartment with a co-worker and hopes to buy a house in five years. Tian is a
member of the mass class.
The hundreds of millions of consumers around the world who can now afford higher
quality products belong to the ________.
A) prestige class
B) mobile demanders
C) ruling class
D) mass class
Which of the following is a benefit organizations receive when customers complain?
A) opportunity to correct the situation
B) word-of-mouth about the product
C) differential advantage
D) market regulation
________ occurs when a stimulus is below the level of an individual’s awareness.
A) Absolute threshold
B) Differential threshold
C) Subliminal perception
D) Perceptual selection
________ means that the person who is least interested in staying in the relationship has
the most power.
A) Social loafing
B) Principle of least interest
C) Responsibility diffusion
D) Commitment
Which of the following is generally true about Asian Americans?
A) They tend to be both brand conscious and brand loyal.
B) They are not attracted to products that express material status.
C) They are one of the least brand-loyal of all American subcultures.
D) They are less likely than the average American to buy high-tech gadgets.
A marketing manager who wants to identify opinion leaders for her product category
should do which of the following?
A) She should find government officials who use the product.
B) She should find socially active persons who are very interested in the product
category.
C) She should find intellectuals who can write academic papers about the product
category.
D) She should look for people who rely on reward power to develop interest in a
product.
List and briefly characterize four types of relationships a person might have with a
product. Be specific.
Identify and describe the various temporal factors that might affect a consumer and his
or her buying process.
A sign on a drawer in the kitchen of a fraternity said “Plastic Silver.” The drawer
contained plastic spoons, forks, and knives for casual dinners. Use the principle of
hyperreality to explain why users of the kitchen would know what was in the drawer
without looking.
With respect to opinion leadership, compare the self-designating model and the key
informant method.
Describe a virtual brand community. Create an example that demonstrates the concept.
Explain the concept of narrative transportation and provide an example of a time from
your own life that this state was triggered by an ad.
Why have multiattribute attitude models become so popular among marketing
researchers? What three elements are specified in such models?
Briefly describe and compare the three types of decision-making emphasized in the
text.
Define the term reference group and explain the difference between a membership
reference group and an aspirational reference group.
In the video, “United Breaks Guitars,” a band explains how its guitars were wrongly
broken when United Airlines employees unloaded them. United wouldn’t pay for the
damage, and the band took its story to the public via YouTube. Explain the three basic
elements complaining consumers tend to include when sharing complaints online and
link each element to the “United Breaks Guitars” situation.