The adaptive unconscious can be trained to perform routine mental activities.
a. True
b. False
As familiarity of a brand increases, a brand usually seems less famous.
a. True
b. False
Which stage of demographic transition is characterized by low death rates and low birth
rates?
a. pre-industrial stage
b. transition stage
c. post-industrial stage
d. industrial stage
Balance exists in a balance theory triad if two relations are negative and one is positive.
a. True
b. False
A _______ is a belief based on direct experience with a product.
a. descriptive belief
b. credence belief
c. projection belief
d. informational belief
e. inferential belief
Consumers usually prefer a memory brand over a stimulus brand.
a. True
b. False
Which of the following statements is true?
a. To truly be considered consumer word-of-mouth, it must be the result of a buzz
marketing technique.
b. Attempting to generate word-of-mouth covertly is called viral marketing.
c. To truly be considered consumer word-of-mouth the communication must happen
face-to-face.
d. Organic word-of-mouth, which is word-of-mouth that occurs naturally, is almost
always negative.
e. None of the above statements are true.
_______are individuals who are highly regarded and well-connected within their
reference groups. Buzz marketers want to identify and engage with these individuals.
a. Alphas
b. Opinion leaders
c. Mavens
d. Trend translators
e. All of the above are correct.
For years, Campbell’s Soup ran ad campaigns showing chilly kids and parents corning
horne for lunch to a steaming bowl of soup. This is an example of what type of
positioning?
a. Positioning by doing the opposite
b. Positioning by turning a disadvantage into an advantage
c. Positioning as a leader
d. Positioning with respect to usage situation
e. Positioning by user
Research shows people are more likely to impulse shop when they are hungry.
a. True
b. False
According to the attraction effect, a company should never encourage consumers to
consider competitors’ brands, even if a competitor offers an inferior brand.
a. True
b. False
Torn like to jog. He enjoys this type of recreation and is always interested in hearing
about new products related to running. Torn has situational involvement.
a. True
b. False
The depression generation is sometimes called the_____.
a. Breakfast club
b. GI Generation
c. Silent generation
d. Baby boomers
_____ suggests that consumers regulate or control their behavior using either a
prevention or promotion focus.
a. Regulatory focus theory
b. Cognitive dissonance theory
c. Self-determination theory
d. Affect confirmation theory
e. None of the above is correct.
Reminding consumers about some brands decreases consumer memory for other
brands. This phenomenon is known as the:
a. direction-of-comparison effect
b. anchoring-and-adjustment effect
c. attraction effect
d. compromise effect
e. None of the above is correct.
In a recent study of755 e-tailers from BizRate.com, it was found that online business
success depends on all of the following except:
a. brand name reputation
b. types of products sold
c. ease with which consumers could navigate the web site
d. web site’s domain name
e. All of the above are correct.
Mary is grocery shopping. She sees a display for a new type of garlic-flavored cracker
with free samples of the product sitting on a stand. Interested in the product, Mary
samples the cracker. She likes the garlicky taste and crunch. Mary is experiencing what
type of product attribute?
a. Consumption attributes
b. Search attributes
c. Credence attributes
d. Experience attributes
e. Information attributes
A _____ occurs when expectations influence behavior without awareness and without
intention. This type of effect can sometimes happen with medicines people take.
a. contrast effect
b. assimilation effect
c. distraction effect
d. thin slice theory effect
e.placebo effect
An illusory correlation means there is no predictable relationship between two
variables.
a. True
b. False
Identify the six classes of people identified by W. Lloyd Warner to describe groups of
people who were approximately equal in community esteem and which was used by
marketers to describe social structure in the population.
Consider the following example:
Imagine that Mary is planning a vacation and has to choose between two vacation spots.
Based on the information, if asked to choose the best spot, which would Mary choose?
If asked to reject a choice, which vacation spot would Mary reject? Why?
Spot A average weather average beaches medium-quality hotel medium-temperature
water average nightlife
Spot B lots of sunshine gorgeous beaches and coral reefs ultra-modern hotel very cold
water very strong winds no nightlife
Explain the differences between online stores and traditional brick and mortar stores.
Personality influences how a person responds to his/her environment. If personality is
tied to behavior (i.e., influences behavior), which we know to be true from research,
why don’t marketers use personality more specifically and more often in their tactics to
try and predict and influence consumer behavior?
What are the factors that influence, and how do they influence, market segmentation
strategy?
Identify the tactics that people employ to manage impressions. Provide an example of
each.
What are the five important parameters of judgment?
According to research on the extended self, identify five categories that people include
in their extended selves.
What is impression management and why do people engage in impression
management?
Identify and define the three primary human responses studied in consumer behavior
research.