The quality of _______can be examined by simply examining the product or a picture
of the product.
a. information goods
b. search goods
c. experience goods
d. credence goods
e. online products
A person’s affect (feelings and moods) plus physiological arousal is known as:
a. emotion
b. motivation
c. hedonic need
d. regulatory focus
e. drive
The part-list cuing effect suggests that by getting his/her product into the consumer’s
mind, a salesperson can actually decrease the probability that other brands will be
retrieved from memory.
a. True
b. False
The shift in behavior of the middle market consumer is referred to as the “ongoing
democratization of luxury.”
a. True
b. False
Which of the following heuristics is most clearly memory based?.
a. Representativeness heuristic
b. Availability heuristic
c. Simulation heuristic
d. Framing effect
e. Anchoring-and-adjustment heuristic
Which of the following is not an example of automatic information processing?
a. Buying a product on impulse
b. Buying a product out of habit
c. Buying a product based on “gut” instinct
d. Buying a product after discussing the decision with a friend
e.All of the above are examples of automatic in formation processing.
Self-perception theory suggests that complying with small requests lead people to label
themselves has helpful, reasonable people.
a. True
b. False
The affect confrrmation model theory of emotion predicts that when a consumer is in a
good mood they will focus on positive features of product.
a. True
b. False
Bill is in the market for a new oven for his horne. He compares several models at the
store. He concludes that the new Electrolux Oven must be the highest quality oven on
the market siuce it is the most expensive. Bill has developed what type of belief?
a. Descriptive belief
b. Credence belief
c. Projection belief
d. Informational belief
e. Inferential belief
Which of the following statements about the concept of compliance is false?
a. Behavioral compliance is where someone carries out our request.
b. The wording of a request is very important when seeking compliance.
c. Timing of a request is very important when seeking compliance.
d. Robert Cialdini has done extensive research to disprove the principles of compliance.
e. Verbal compliance indicates someone has verbally said “yes” to a compliance
request.
Related to the mindset priming effect, a preference mindset leads consumers to buy and
overlook the option of not buying.
a. True
b. False
Which of following is not a secondary data source?
a. Past company sales records
b. U.S. Bureau of Census reports
c. Documented results of previous research
d. Magazines like Advertising Age
e. All of the above are secondary data sources.
______is the extent to which consumers use situational cues to gnide their social
behavior.
a. self-deprecation
b. self-evaluation
c. self-concept
d. self-schema
e. None of the above is correct.
Which of the follow is a disadvantage of consumer generated advertising?
a. It is cheaper to produce than traditional advertising.
b. It doesn’t work for all types of brands.
c. It exists only on the Internet and so is dependent on that media.
d. Customers resent being asked to do the marketer’s work for them.
e. All of the above are disadvantages.
Emotion is a driving force that moves or incites us to act and is the underlying basis for
behavior.
a. True
b. False
According to your reading, most charities these days do not embrace or engage
marketing principles of persuasion.
a. True
b. False
Which of the following is not one of the factors that drives liking in social influence?
a. Attractiveness
b. Similarity
c. Ingratiation
d. Familiarity
e. All of the above are factors.
All of the following are steps in the segmentation process except_______.
a. defme a broad product market
b. identify a variety of consumer needs
c. analyze consumer profiles
d. organize potential subsets of consumers who share common characteristics
When online shopping, consumers tend to “click” on more options when alternatives
are:
a. equal
b. negatively correlated
c. balanced
d. positively correlated
e. inverted