Consumer addiction can occur with any product category, even lip balm.
The icons on the restroom doors in a bar in Wyoming were a doe and a buck. This is an
excellent example of hyperreality.
A mother observes her daughter stirring batter in a bowl just the way she does when she
bakes. The daughter has modeled her mother’s behavior.
The term plutonomy was coined to describe an economy that relies on a large and
healthy middle class.
Social risk occurs when the consumer’s risk capital consists of self-esteem and
self-confidence.
The prestige of occupations varies dramatically from one culture to the next.
A retailer using a marketscape theme gives consumers the opportunity to enter into a
world of fantasy (such as one where the person becomes a virtual hunter, race car
driver, or fashion model) as they shop.
Sarah Palmer realizes she just made a mistake. In her hurried shopping trip, she picked
up the yellow plastic squeeze bottle from the grocery store shelf, assuming that it was
French’s mustard. To her dismay, it was the store brand. Her confusion is an illustration
of the importance of package schematics.
When a transaction occurs between two or more organizations or people who give and
receive something of value, an exchange has taken place.
Which term refers to marketing techniques that are used to encourage positive
behaviors such as literacy or discourage negative behaviors like drunk driving?
A) social media marketing
B) social marketing
C) public service marketing
D) services marketing
Most Americans will state that they are always rushed for time even though many
people have opportunities for leisure. This perception is referred to as ________.
A) time poverty
B) the leisure paradox
C) psychological time
D) circular time
Serial wardrobers are people who ________.
A) sell fake versions of real outfits
B) deface clothing and shoes
C) buy an outfit, wear it once, and return it
D) shop obsessively for trendy clothing
Most Freudian applications in marketing relate to the product’s ________.
A) brand personality
B) hidden values
C) competitive advantage
D) sexual symbolism
According to the ________ factor leading to adaptation, simple stimuli habituate
because they do not require attention to detail.
A) exposure
B) vigilance
C) discrimination
D) relevance
Romance novels often follow a cultural formula.
Gen Yers are most comfortable in a ________, communicating by texting and IMing.
A) thumb culture
B) tween market
C) gray market
D) renaissance culture
Which of the following theoretical models measures attitude toward the act of buying
(Aact), rather than the attitude toward only the product itself?
A) the theory of cognitive dissonance
B) the theory of reasoned action
C) the balance theory
D) the theory of trying
Fallon was the son of a very wealthy banker from Connecticut. The first time Fallon
saw an artist on MTV wearing a polished bicycle chain around his neck, he knew he
had to get an item like that for himself. Fallon’s behavior is best explained by the
________ theory of fashion.
A) trickle-down
B) trickle-up
C) trickle-across
D) prestige-exclusivity
Our brains tend to relate incoming sensations to others already in memory, based on
some fundamental organizational principles. These principles derive from ________, a
school of thought that maintains that people interpret meaning from the totality of a set
of stimuli rather than from any individual stimulus.
A) Freudian psychology
B) Gestalt psychology
C) Simmons psychology
D) the Covey approach
Because the brain’s capacity to process information is limited, consumers are very
selective about what they pay attention to and tend to select stimuli that relate to their
current needs. This type of perceptual filter is called ________.
A) perceptual defense
B) perceptual vigilance
C) subliminal perception
D) adaptation
Social class is a strong predictor of purchases that have symbolic aspects, but low to
moderate prices. Which of the following is the best example of a product with those
characteristics?
A) liquor
B) cars
C) homes
D) refrigerators
A common practice among advertisers is to create new relationships between objects
and interpretants by inventing new connections between products and benefits. A
classic example of this was equating Marlboro cigarettes with the American frontier
spirit. Which of the following terms best describes this practice?
A) subliminal persuasion
B) figure-ground projection
C) semiotic relationships
D) consumer-modeling connections
Which of the following is an example of C2C e-commerce?
A) RFID tags
B) virtual brand communities
C) database marketing
D) green marketing
It is generally felt that a hierarchy of effects describes the relative influence of the ABC
model of attitudes. Which hierarchy would be most appropriate for a consumer who is a
loyal Coca-Cola consumer and drinks Coca-Cola for the “pleasure of it”? Cite the
hierarchy and briefly describe its order and function.
Identify for each of the following items whether it would be more likely found in a
working-class living room or an upper class living room. Items: a Bible, picture
windows, still-life portraits, photographs of family members, large potted plants, French
furniture, a TV set, a family pet, piano
Explain the idea of an antifestival and describe an example of an antifestival.
List and briefly describe four of Ernest Dichter’s major motives for consumption as
determined by motivational research.
Who are “born-again Christians,” and why are marketers interested in this group?
Define the concepts of hedonic consumption and sensory marketing, and then explain
how they are related.