The success of hybrid ads supports the idea that the viewing environment of a
marketing message affects recall.
An individual’s motivation to distance himself from a negative reference group is never
as powerful as his motivation to please a positive group.
With respect to codes that are used by separate social classes, middle and upper classes
tend to use restricted codes.
Because Stephanie is an innovatorwith computer products, marketers should assume
that she is also an innovator with clothing styles.
The American rich often indulge in luxury goods while pinching pennies on everyday
items.
Opinion leaders are likely to also be opinion seekers.
Social capital refers to an individual’s knowledge of the “right” behavior used in the
realm of the upper class.
John Deere established a reputation for building dependable farm tractors. When the
company began to build small yard tractors, it insisted on using the same logo on its
small mowers as on its large tractors. John Deere was applying stimulus generalization
through look-alike packaging.
Consumers may have abandoned products in their homes because they bought for a
specific purpose but then changed plans.
Perception refers to the immediate response of our sensory receptors to such basic
stimuli as light, color, and sound.
Mothers with preschool children are the fastest-growingsegment of working people.
People often engage in brand switching, even when their current brand satisfies their
needs.
Locational privacy is an issue now that GPS-enabled mobile devices are ubiquitous.
Teenagers who are obsessed with their own appearance and needs but still desire to
connect on a meaningful level with other people are suffering an autonomyversus
belongingconflict.
Decisions are influenced by the way a problem is posed. This is called framing.
In the cultural production process, the people who control the flow of information
between producers and customers are called ________.
A) lead users
B) cultural gatekeepers
C) cultural transformers
D) innovators
Jason and Mark were talking in class, but so was everyone else. As they continued to
discuss their day’s adventures, it suddenly became clear to them that the teacher was
staring at them. They didn’t realize that the class had been called to order and what was
once only one conversation among many was now disruptive. Jason apologized quickly,
and the teacher resumed her normal activities. This is a good example of how a
consumer’s ability to detect a difference between two stimuli is ________.
A) absolute
B) negligible
C) relative
D) embedded
When someone steals your personal information and uses it without your permission,
you have been the victim of ________.
A) identity theft
B) data privacy
C) real-time shopping
D) bidding
Word-of-mouth communication in the form of brand-specific mentions in social media
are called ________.
A) influence cascades
B) influence impressions
C) social objects
D) generalized opinion leadership
According to a major study of more than 1,000 commercials, the single most important
factor in whether a commercial will be persuasive is whether the communication
________.
A) stresses a unique attribute or benefit of the product
B) employs a sexual symbol or suggestion
C) provides specific price information
D) features a credible spokesperson
Tomorrow, Janice will be attending a party with a buffet. In anticipation of splurging on
delicious food, she is eating very little today. Janice is using a ________ to help her
estimate consumption over time and regulate her behavior.
A) constructive process
B) mental budget
C) diet
D) cognitive process
Rules of conduct that guide actions in the marketplace are known as ________.
A) norms
B) business ethics
C) codes
D) policies
People and institutions that teach the ways of a culture are called ________.
A) progressive learning models
B) ethnography facilitators
C) host cultures
D) acculturation agents
________ memory permits temporary storage of information we receive from our
senses.
A) Elaborative
B) Sensory
C) Cognitive
D) Working
When online ads go viral, they may influence adoption of the product being promoted
due to the heightened ________.
A) complexity
B) observability
C) compatibility
D) trialability
Several research methods are used to study reference groups and opinion leadership.
________ methods trace communication patterns among members of a group. These
techniques allow researchers to systematically map out the interactions that take place
among group members.
A) Momentum
B) Behavioral
C) Sociometric
D) Geodemographic
Tracy, who named her car Sophie, talks to her friends about the personality traits of her
car. Tracy has ________ her car.
A) branded
B) archetyped
C) anthropomorphized
D) repositioned
A typical antecedent state that a consumer might experience as he or she approaches the
purchase environment is ________.
A) time pressure
B) sales interactions
C) product disposal
D) point-of-purchase stimuli
Reference groups influence us in three ways. These influences include informational,
utilitarian, and ________ dimensions.
A) reputational
B) descriptive
C) knowledge
D) value-expressive
A soft drink company decided to produce a cola drink with more caffeine than usual in
hopes of preventing current teen and early-twenties customers from shifting to coffee
and tea drinks after graduating from college. The company test-marketed this new
product at a Midwestern university. The company has segmented the market based on
________.
A) psychographics
B) lifestyle
C) demographics
D) usage rates
If you were a person born between 1946 and 1964, you would be called a ________.
A) Baby Boomlet
B) Baby Buster
C) War Baby
D) Baby Boomer
Trisha grew up in a drug-ridden inner-city neighborhood. Through sheer determination
and intelligence, Trisha is now a medical doctor teaching on the staff of a large
university hospital. Trisha is proud of what she has accomplished, but sometimes she
feels like she isn’t quite sure who she really is. The concept of ________ assesses the
impact of such inconsistencies.
A) status crystallization
B) hierogamy
C) habitus
D) invidious distinction
Jason is a marketing researcher working for a client who believes that social class will
be an important segmenting device. Jason decides to find social class categories by
simply asking respondents to pick their own category. Which of the following best
supportsJason’s approach?
A) Most Americans don’t mind talking about social class but usually misclassify
themselves.
B) American consumers generally have little difficulty accurately placing themselves in
the lower-middle class or middle class.
C) American consumers are generally better able to identify their neighbors’ social class
than their own social class.
D) Respondents will list the social class they wish to belong to rather than the one they
actually occupy.
Kraft has repackaged its salad dressings as “anything” dressings to encourage people to
shift their ________ and consider the dressings as a complement to more than just
salads.
A) demonstration signals
B) knowledge structures
C) mental maps
D) mean-end chains