Neuromarketing refers to the use of software tools that try to understand and then apply
a human decision maker’s multiattribute preferences for a product category.
Groups maintain fundamental standards of conduct through normative influence.
Education is one determining factor in who gets a bigger piece of the economic pie.
Every year, the students at a prestigious engineering school remove a car from the
parking lot and place it on the highest point of the roof of the main engineering
building. The students have been doing this for decades, but not once has anyone ever
confided to an outsider how it was done. This is a classic example of a ritual.
The two major approaches associated with behavioral learning theory are classical
conditioning and observational learning.
A co-branding strategy was being utilized when the Taco Bell Chihuahua showed up in
a commercial for Geico insurance.
The sociological perspective of role theory can be used to explain why people who
engage in certain activities seem to have a “uniform.” For example, cyclists have
spandex and helmets, while fly fishermen have vests and floppy hats.
Dungeons and Dragons is a role-playing game.
Conspicuous waste is the opposite of conspicuous consumption because one is aimed at
showing how important a person’s wealth is, and the other is aimed at showing how
unimportant his or her wealth is.
A cola drink is preferred by a segment of cola drinkers, but the same segment almost
always picks another cola brand in blind taste tests. The attitude formation for this
product reflects the value-expressive function more than the utilitarian function.
When the Casa Sanchez restaurant in San Francisco gives free lunches for life to
anyone who gets its logo tattooed on his or her body, the restaurant is using identity
marketing.
The average adult is exposed to about 3,500 pieces of advertising information every
single day, far more information than they can or are willing to process. Consumers
who are exposed to more information than they can process are in a state of ________.
A) advertising bombardment
B) sensory overload
C) sensory shifting
D) circuit overcapacity
A politician attempts to gain support for her campaign for mayor by releasing a poll
showing that almost 70 percent of the city’s voters support her position on property
taxes. What basic psychological principle is the politician using to persuade voters that
she should be the next mayor?
A) consistency
B) authority
C) consensus
D) liking
The ________ route to persuasion is taken when the receiver is not really motivated to
think about the arguments made in a communication message.
A) central
B) peripheral
C) dual
D) subconscious
Which of the following is associated with compulsive consumption?
A) anxiety
B) happiness
C) intelligence
D) income
Which of the following is NOT a stage in the consumption process?
A) desire
B) pre-purchase
C) purchase
D) post-purchase
A company wants to persuade a customer to buy its products. If the consumer is
characterized as having a high degree of involvement with products that are sold by the
company, what route to persuasion will the company most likely take?
A) a parallel route
B) a peripheral route
C) a circular route
D) a central route
The minimum difference that can be detected between two stimuli is known as the
________.
A) “bare” minimum
B) gradual differentiation
C) j.n.d. (just noticeable difference)
D) graded difference
The belief that meaning is not fixed but is instead constructed by each individual is part
of the ________ paradigm.
A) positivist
B) pragmatic
C) interpretivist
D) consumerist
________ involves a process of acquiring information and storing it over time so that it
will be available when needed.
A) Memory
B) Recognition
C) Comprehension
D) Attention
________ is the promotional strategy that involves select consumers altering some
aspects of their selves to advertise for a branded product.
A) Halo effect
B) Identity marketing
C) Impression management
D) Self-extension
When the ________ rule of decision-making is used, the brand that is the best on the
most important attribute is the one selected.
A) elimination-by-aspects
B) conjunctive
C) compensatory decision
D) lexicographic
People tend to give “yes” responses to questions, regardless of what they are asked.
This is an example of ________.
A) response bias
B) elaborative rehearsal
C) salience
D) nostalgia
People often make decisions on the basis of mental accounting. One facet of this
accounting is making a decision based on the way a problem was posed. This is called
________.
A) framing
B) the sum-cost fallacy
C) loss aversion
D) positioning
________ refers to a relatively permanent change in behavior that is caused by
experience.
A) Adjustment
B) Shaping
C) Reinforcement
D) Learning
Explain the difference between a high-context culture and a low-context culture. Give
an example of each and explain the reason for your choice(s).
For this question, let’s assume that being physically attractive is an asset. Use the
principle of hierogamy to explain how assets can be utilized to advance social class.
Identify the elements of balance theory. Discuss possible interaction effects between
unit relation and sentiment relation and how they can be applied to marketing strategy.
Why are modern industrialized societies dependent upon perceptions of time?
The likelihood that people will become part of a consumer’s membership reference
group is affected by three factors. Name and briefly discuss each of these factors.
List and define the five stages of the cognitive decision-making process.
Why does a typical casino have low ceilings, no windows, no clocks, and no straight
aisles?
Explain the threat of consumer terrorism.