Western cultures tend to subscribe to an independent understanding of the self, which
emphasizes the inherent separateness of each individual.
Jonesy will buy only the lowest-priced spark plug when he goes shopping for auto
supplies. Because his car is very old, he really doesn’t care about any other qualities.
Jonesy is most likely using the noncompensatory decision rule.
Retrieval is the process whereby we recover information from long-term memory.
The traditional communication model that regards a broadcast message as perishable
doesn’t work as well with narrowcasting as it does with broadcasting.
The general method for elevating one’s social status is to increase the use of ascribed
status tools.
American spendthrifts outnumber American tightwads.
A paradigm is a belief that guides an understanding of the world.
Identity theft occurs when someone steals your personal information and uses it without
your permission, even if no money is stolen.
Secret shoppers may be used by marketers to test the effectiveness of service quality
among employees. This is a form of variable-interval reinforcement.
There is an increasing demand for green products.
The observational learning process begins with a step called motivation.
In the process of ________, certain properties of a stimulus evoke a schema.
A) priming
B) differentiating
C) indexing
D) perceptual mapping
Today thousands of brands borrow personality traits of individuals or groups to convey
an image that marketers want consumers to form of their brands. An early brand
personality was communicated in 1886 by the ________.
A) Coca-Cola polar bear
B) Jolly Green Giant
C) Quaker Oats man
D) Marlboro man
________ usually dictate what is right or wrong, acceptable or unacceptable.
A) Myths
B) Theories
C) Norms
D) Rituals
Meagan is planning her wedding and wants everything to be just right, from the
invitations and table settings to the ceremony and music selections. Because she feels
overwhelmed by all of the information to sort through and the choices to make, she
hires a wedding planner to make many of the decisions and purchases for her. Meagan’s
wedding planner is best described as a(n) ________.
A) innovative communicator
B) surrogate consumer
C) opinion seeker
D) key informant
Jeff is tired of the numerous breakdowns and peeling paint on his old car. When Jeff
begins to think actively about his car in this way, which of the following cognitive
decision-making process steps is Jeff going through?
A) information search
B) evaluation of alternatives
C) problem recognition
D) product choice
Which form of reference group influence is most associated with the following
situation? Carl knows that Bert has had experience with various types of motor oils
because Bert is a mechanic for a large Cadillac dealership. Carl asks Bert to compare
his brand against Quaker State. Bert tells Carl that Quaker State can’t be beat for
performance and durability.
A) coercive influence
B) informational influence
C) utilitarian influence
D) value-expressive influence
The first thing D’Andrea was asked when she went to work for an advertising firm is
how marketing promotions to African-Americans should differ from marketing
promotions to Caucasians. What is the best advice D’Andrea could give her new
employer?
A) Separate advertisements to this ethnic subculture are never done and should not be
considered.
B) All promotions to this ethnic subculture should be distinct from promotions to other
ethnic groups.
C) The African-American market is hardly as homogeneous as many believe, and many
differences between black and white markets may not be real.
D) All promotions to African-Americans have to take into account the market’s income,
which has been declining drastically over the last two decades.
Nadia Ali loves the feel of her new sweater and the smell of her leather car seats on a
crisp fall day. As she passes a billboard, she sees an ad for Baskin-Robbins ice cream
and immediately does a U-turn into the shopping center where she knows the famous
ice cream store is located. In the above example, Nadia is responding to ________.
A) sensory inputs emanating from the external environment
B) sensory inputs emanating from the internal environment
C) emotional outputs
D) decision sequences dictated by sensory outputs
Sixteen-year-old Michael wanted a car. One evening while his father was paying bills,
Michael looked over his father’s shoulder and saw how much money had been placed in
the checking account. He whistled and said, “I thought you said that you didn’t have
enough money to buy me a used car. In just one month, you could buy me the car I
want.” Michael’s father then gave him a lecture on the differences between income and
what is left after money is spent on utilities, mortgages, insurance premiums, and food.
“Total income,” his father said, “is not the same as ________ income, the source from
which your unnecessary car would have to come.”
A) wealth
B) managed
C) perpetual
D) discretionary
A person who is born into a rich, powerful family is said to have ________ status.
A) ascribed
B) hierarchical
C) achieved
D) longitudinal
Define problem recognition. Show how problems can arise. Give a brief example to
illustrate the problem recognition process.
Variable reinforcements result in behavior that is more difficult to extinguish than fixed
schedules. Why?
Describe the Hispanic-American ethnic subcultural group, demographically and by
lifestyle, noting important consumer characteristics.
Explain the meaning of covariation and provide an example from your own past buying
behavior.
What characteristics of opinion leaders make them valuable sources for product
information?
Explain why opinion leaders are difficult to identify.
Compare and contrast the uses of the emotional appeals of sex, humor, and fear in
advertising. What are the strengths and weaknesses of each?
Explain the Declaration of Consumer Rights and why it is still relevant to consumers
today.
Maslow’s hierarchy of needs can be useful in understanding the motives that are
satisfied by consumer behaviors. Briefly explain the hierarchy and indicate how a
consumer behavior could fulfill each need level in the hierarchy.