According to a Freudian system of analysis, the superego is the counterweight to the
ego.
A consumer’s ability to detect a difference between two stimuli is relative to the strength
of those stimuli.
Lower-class men are more likely than middle-class men to have a general sense of
empowerment.
A good metaphor for women whose timestyles are spontaneous in their planning
orientation and have a present focus is “Time is a mirror.”
Incidental learning occurs after a very concentrated search for information.
Consumers who share demographic characteristics such as ethnicity and age can have
very different lifestyles.
The success of a positioning strategy hinges on the marketer’s ability to convince the
consumer to consider its product within a given category.
People we admire influence us because they hold reward power.
A consumer who moves his or her ideal state upward is experiencing ________
recognition.
A) opportunity
B) search
C) habitual
D) need
Which of the following is an example of utilitarian influence?
A) An individual seeks information about various brands from a professional.
B) An individual’s decision to purchase a particular brand is influenced by the
preferences of family members.
C) An individual feels that the purchase of a particular brand will enhance the image
others have of her.
D) An individual seeks brand-related knowledge and experience from friends,
neighbors, colleagues, and relatives who have reliable information about the brand.
Dorothy’s red shoes in the Wizard of Oz (1939) exemplify which of the following
concepts of the self?
A) extended self
B) ideal self
C) mirror-image self
D) actual self
People in every culture adorn or alter their bodies in some way. Decorating the self
serves a number of purposes. Which of the following is NOT one of those purposes?
A) to separate group members from non-group members
B) to place the individual in the social organization
C) to enhance sex-role identification
D) to indicate expected life-span
Jane is searching for the latest fashion in jeans at the Levi’s Friends Store. She connects
online using Facebook, and invites Kelsey to shop with her inside the online store. Jane
is participating in a form of e-commerce known as ________.
A) groupon
B) social shopping
C) pure play
D) Facebook commerce
Social analyst Thorstein Veblen believed that we buy things to create ________. This
means we use our purchases to inspire envy in others through our display of wealth or
power.
A) affluenza
B) invidious distinction
C) status crystallization
D) cultural capital
Which act makes it illegal for American executives to bribe foreigners to gain business?
A) Lanham Act
B) Foreign Corrupt Practices Act
C) Patriot Act
D) Robinson-Patman Act
The process whereby a product formerly associated with a specific ethnic group is
detached from its roots and marketed to other subcultures is called ________.
A) de-alienation
B) deethnicization
C) de-immigration
D) deculturization
In the 1950s, an approach called ________ research attempted to use Freudian ideas to
understand the deeper meanings of products and advertisements.
A) psychic
B) archetype
C) motivational
D) lifestyle
According to the Federal Trade Commission, the most common consumer complaint,
accounting for nearly 20% of all problems reported, is ________.
A) deceptive advertising
B) poor product quality
C) identity theft
D) lack of data privacy
Elizabeth created a print ad in which the coach of a football team was shown standing
out in the middle of a hay field. The text read, “UNR’s Coach Roberts . . . outstanding in
his field.” Elizabeth was using a literary device called ________.
A) metaphor
B) simile
C) allegory
D) resonance
The psychological dimension of time or how it is experienced is an important factor in
what mathematical study?
A) polychronic activity
B) queuing theory
C) temporal tasking
D) physical metrics
Sharon is upset with her secretary. Though everyone in the office agreed not to give
Christmas presents this year, Sharon’s secretary gave her an expensive bottle of
perfume. Which of the following best identifies the source of Sharon’s feelings?
A) objectification
B) self-serving guilt
C) the reciprocity norm
D) role transference
Brands like Colgate that are a part of a user’s every day existence likely relate to
customers with a(n) ________ type of relationship.
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love
Which of the following issues is related to consumer behavior?
A) consumerism
B) literacy
C) product disposal
D) all of the above are related
Use cultural ideas about food and eating as examples to explain the differences between
the three types of crescive norms discussed in the book.
Describe the baby boomer market and the impact it has had on marketing efforts.
At a business meeting, a consultant states that “perception is reality, because a customer
never works with the actual product, but only with his or her perception of that
product.” In a university lab, researchers determine that when a rat is looking at a
brightly colored rectangle, a close inspection of the rat’s optic nerves (that connect the
eyes to the cortex) show no visible change from when the rat is looking at a green
circle; however, electrodes placed in the nerve show a different pattern of transmitted
codes. How are these two events related, and what does this relationship tell us about
perception?
Define rites of passage and indicate the various stages of role transition that can occur.
Give at least two examples of rites of passage.
Describe how ideals of beauty within a culture motivate consumers to change
themselves physically. Mention specific categories where this occurs.
Purchase decisions that involve extensive search also entail some kind of perceived risk
(a belief that the purchase potentially could have negative consequences). Name five
perceived risks, indicate the kinds of consumers most vulnerable to each risk, and
indicate the types of purchases most sensitive to each.
Why should marketers be aware of consumers’ cognitive consistency and cognitive
dissonance? How can dissonance be reduced? Use the post-purchase behavior of a
customer as an example.
Explain the role social marketing plays in public policy.
A contemporary view of the American social class structure is presented in the text.
Identify each of the major categories and supply a brief comment that characterizes
each one.
Describe the concepts of normative influence and comparative influence among
reference groups.