Conducting motivational research tends to be less expensive than conducting a
large-scale, quantitative survey because interviewing and data-processing costs are
relatively minimal.
The fact that some customers will pay three to four times as much as others to fly first
class, even though the plane arrives at the same time for every passenger, demonstrates
the importance of both the social and physical surroundings in the marketplace.
Demographics refer to aspects of a person’s lifestyle and personality.
Casting directors, textbook authors, and retail buyers are all examples of formal
gatekeepers in the culture production process.
A professor was given a warning after he made a bad joke about Princess Diana shortly
after her death. Students were likely upset because they saw Princess Di as a profane
character worthy of special attention and respect.
Constructive processing is much like a mental budget for the effort we’ll need to make
different choices.
Education is one determining factor in who gets a bigger piece of the economic pie.
Hofstede’s Dimensions of National Culture organizes cross-cultural values based on
power distance, individualism, masculinity, uncertainty avoidance, long-term
orientation, and indulgence.
A clothier produced a line of clothing with insect repellant impregnated into the fabric
for outdoor enthusiasts. This product has a good chance of being adopted because it has
a relative advantage.
Fixed-interval reinforcement explains why airlines’ frequent flyer programs are so
successful.
Sustainability and green marketing are the same thing.
Consumers may have abandoned products in their homes because they bought for a
specific purpose but then changed plans.
Traditionally, consumer researchers have approached the study of decision making from
an information-processing perspective.
Discretionary income is the money available to a household over and above that
required for a comfortable standard of living.
Popular culture is both a product of marketing and an inspiration for marketing.
People often engage in brand switching, even when their current brand satisfies their
needs.
With respect to codes that are used by separate social classes, middle and upper classes
tend to use restricted codes.
Values associated with a long-term orientation are respect for social obligations and the
need to save face.
Vicente is conducting research to test the hypothesis that the social contagion effect is
weak in adults. His finding that adults who have a close friend who abstains from
drinking alcohol are more likely to abstain themselves will support his hypothesis.
Innovations diffuse in the same way that new fashions diffuse in the market.
Shift Corporation could not sell its premium running shoes at $59.99, but when they
were priced at $159.99, the shoes sold out of the stores almost overnight. Shift had just
experienced the snob effect characteristically explained by the sociological model of
fashion.
Marketers have generally failed in their efforts to introduce scented marketing practices
and products to the American marketplace.
The Smith Company uses after-sale interviews with its customers to examine how well
the customers were served by the sales and service staff of the company. When the
Smith Company follows this procedure, the company is attempting to use feedback as a
means to improve communications.
Social risk occurs when the consumer’s risk capital consists of self-esteem and
self-confidence.
The term Asian refers to 20 ethnic groups, the largest of which is Chinese.
Anna’s best friend Aubrey was getting married. Anna spent a lot of time thinking of the
perfect gift. She was so excited about the gift that she gave it to Aubrey before the
wedding. Aubrey cried and told Anna that she would never in her life have a better
friend. Reformulationis the proper term for the new bond between Anna and Aubrey.
Men and women who are exposed to beautiful models in advertisements and
commercials are likely to alter their perceptions of their own body shapes.
Eddie just bought a vintage Prowler. He can hardly wait to have the guys at the office
drool when they see him drive up in this extremely expensive purple “hot rod.” Eddie’s
reason for the purchase falls into the category described by Thorstein Veblen as
invidious distinction.
Every time Tim goes to bat, he rubs the charm on the necklace that his girlfriend gave
him. This charm has never failed to help him get a good hit. The charm has become part
of Tim’s extended self.
The icons on the restroom doors in a bar in Wyoming were a doe and a buck. This is an
excellent example of hyperreality.
In many cultures, stories feature talking animals that act as mediating figures.
Humorous ads get attention, but many times the humor distracts from the promotional
message.
By 2050, immigrants will constitute more than 50 percent of the American population.
A style typically begins as a risky or unique statement by a relatively small group of
people.
The two major approaches associated with behavioral learning theory are classical
conditioning and observational learning.
Marketing research has indicated that consumers have difficulty assigning personality
qualities to most mundane, functional products.
Rachel doesn’t work, has a rich and successful husband, and loves to wear high-heeled
shoes, tight clothes, and flamboyant hairstyles. According to Veblen’s ideas, Rachel’s
role is decorative.
Most of the brand mentions made in social media are made by just 6.2% of social media
users.
Using the product-specific profile form of psychographic studies, a researcher would
look for items that differentiate between users and nonusers of a product.
The pressure to conform that escalates as more and more group members “cave in” is
called the ________ effect.
A) polarization
B) bandwagon
C) loafing
D) homophily
A billboard is positioned beside a busy highway. However, the merchant that has
purchased the billboard complains that no response is being generated by his
advertising message. Upon closer inspection, the billboard company determines that the
typeface used is too small to be effectively read by a motorist going 60+ mph on the
highway. Which of the following sensory thresholds would be most appropriate to
explain the failure of this advertisement to connect with motorists?
A) the intensity threshold
B) the differential threshold
C) the absolute threshold
D) the relative threshold
Social networks tend to be more successful if they create a sensation that participants
are in a tangible place. This is known as ________.
A) presence
B) social object
C) atmospherics
D) framing
What theory of personality suggests that one person differs from another because of a
number of different characteristics such as introversion or extroversion?
A) trait theory
B) collective unconscious theory
C) Freudian theory
D) archetype theory
Jui-Jui has a need to achieve independence. He dreams daily of leaving home and
getting his own apartment; however, because he lives in a neighborhood full of houses,
he would have to go some distance to find an apartment that he could afford. This move
would mean that he would distance himself from his friends. This example is a common
dilemma for many teens. Which of the following conflicts that most teens face is most
applicable to Jui-Jui’s situation?
A) autonomy versus belonging
B) rebellion versus conformity
C) idealism versus pragmatism
D) narcissism versus intimacy
Pavel was an inventor. He read that there were several million people who could not
sleep at night until they looked under the bed. He invented a light that could be put
under a bed and went on automatically when someone looked there. Pavel’s product is
designed to help people perform a ________.
A) ritual
B) symbolic exchange
C) convention
D) rite of passage
Frank is sitting in his Psychology 101 class listening to his professor attempt to explain
the “black box” process and its connection with learning. He suddenly smells the aroma
of fresh cinnamon rolls, and his mouth begins to water. He looks around and sees a
student in the last row bite into a big, juicy roll. “I wish I were sitting next to him,”
Frank thinks, “because I know I could steal a bite.” What Frank just went through in
class was similar to the “black box” process being described by his professor. This
process is most closely associated with which of the following learning methods?
A) incidental learning
B) Gestalt learning
C) cognitive learning
D) behavioral learning
The World Gold Council recently launched the “Lost Ring Hunt” with a billboard in
Times Square announcing that a woman lost her gold wedding band. Viewers of the ad
are encouraged to follow Twitter to discover clues that will help them find the lost ring.
The first person to identify the location of the ring will win a cash prize and a trip to
New York City. The “Lost Ring Hunt” is an example of a(n) ________.
A) virtual world
B) widget
C) alternate reality game
D) broadcast medium
The ________ hierarchy assumes the consumer does not initially have a strong
preference for one brand over another. Instead, a consumer acts on the basis of limited
knowledge and then forms an evaluation only after the product has been purchased or
used.
A) experiential
B) habitual
C) low-involvement
D) standard learning
Rules of conduct that guide actions in the marketplace are known as ________.
A) norms
B) business ethics
C) codes
D) policies
A mental or problem-solving shortcut to make a purchase decision is called a(n)
________.
A) determinant
B) detail rule
C) heuristic
D) experience rule
Psychologists use the term homogamy to describe “assortative mating.” Which of the
following phrases is the best illustrationof homogamy?
A) Opposites attract.
B) Birds of a feather flock together.
C) Leave no stone unturned.
D) To the victor go the spoils.
Historically, people have most closely associated tattoos with ________.
A) social outcasts
B) members of the ruling class
C) members of fraternities and sororities
D) members of religious orders
Opinion leaders who are also early purchasers of a product are called ________.
A) early adopters
B) innovative communicators
C) newbies
D) generalized opinion leaders
________ refers to a relatively permanent change in behavior that is caused by
experience.
A) Adjustment
B) Shaping
C) Reinforcement
D) Learning
If a fireman told you to leave your apartment, you would comply because the fireman
has ________ power.
A) referent
B) legitimate
C) coercive
D) reward
According to the Fishbein model,one of the components of attitude is the ________
people have about an Ao.
A) salient beliefs
B) subconscious beliefs
C) latitude of acceptance
D) latitude of rejection
________ postulated that myths involve binary opposition, in which two opposing ends
of some dimension are represented (such as good versus evil).
A) Levi-Strauss
B) Freud
C) Hofstede
D) Bettelheim
The ________ threshold refers to the ability of a sensory system to detect changes
between two stimuli.
A) absolute
B) differential
C) intensity
D) relative
Much learning takes effort and time, but some learning is so casual as to be
unintentional. This type of learning is referred to as ________ learning.
A) stage one
B) subliminal
C) incidental
D) evoked
Ashley, an upper-income consumer with an eye for fashion, loves getting a steal at the
Dollar Store. She is engaging in ________.
A) social proof
B) social shopping
C) folksonomy
D) parody display
Jack has received an email that asks him to help a distant relative in Kenya by sending
his bank account information to transfer a small amount of funds. Jack is the victim of
a(n) ________ scam.
A) botnet
B) phishing
C) identity theft
D) malware
A(n) ________ is a lasting, general evaluation of people (including oneself), objects,
advertisements, or issues.
A) principle
B) belief
C) theory
D) attitude
Big data is generated from ________.
A) smartphone GPS signals
B) credit card transactions
C) social media posts
D) all of the above
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
When a company must inform consumers that its previous advertising messages were
wrong or misleading, the company uses ________.
A) cooperative advertising
B) subliminal advertising
C) corrective advertising
D) direct mail
The term “Crackberry” is used to refer to the ________ die-hard users may feel towards
the Blackberry.
A) consumer addition
B) material need
C) lateral addiction
D) sustainable cause
A consumer can recognize a problem as either an opportunity or a need. How should
promotions differ between those emphasizing opportunities and those emphasizing
needs?
A) Promotions emphasizing needs should attempt to increase the consumer’s ideal state,
while promotions emphasizing opportunities should simply give locations where the
products can be found for purchase.
B) Promotions emphasizing opportunities should attempt to increase the ideal state,
while promotions emphasizing needs should give locations where the products can be
purchased.
C) Promotions emphasizing needs should increase the ideal state, while opportunity
promotions should attempt to decrease the ideal state.
D) Promotions emphasizing needs should decrease the ideal state, while promotions
emphasizing opportunities should provide buying locations.
A person who receives rewards and status because of hard work is said to have
________ status.
A) ascribed
B) hierarchical
C) achieved
D) longitudinal
When a stimulus comes within the range of someone’s sensory receptors, ________
occurs.
A) just noticeable difference (j.n.d.)
B) retention
C) subliminal suggestion
D) exposure
The Macah, a Native American tribe from the Northwest, built functional seagoing
canoes that are considered works of art by modern shipbuilders. By definition, these
boats would be considered ________.
A) high art products
B) style and cultural icons
C) low art products
D) craft products
Cash losses due to shoplifting and employee theft are called ________.
A) accounts receivable
B) unrecoverables
C) shrinkage
D) fraud
Which of the following is considered a postpurchase process?
A) the shopping experience
B) mood
C) consumer satisfaction
D) shopping orientation
A marketer who segments a population by age and gender is using ________ to
categorize consumers.
A) demographics
B) psychographics
C) roles
D) lifestyle
Describe how ideals of beauty within a culture motivate consumers to change
themselves physically. Mention specific categories where this occurs.
Evaluate the effectiveness of subliminal persuasion and messages in marketing. Be sure
to demonstrate your knowledge of the evidence about the success of the technique as
presented in the text.
Why isn’t the behavioral change associated with breaking a bone typically considered to
be learning?
Why have multiattribute attitude models become so popular among marketing
researchers? What three elements are specified in such models?
Define the term reference group and explain the difference between a membership
reference group and an aspirational reference group.
Why are disabilities among consumers an issue of concern for marketers?
Explain the concept of the 80/20 rule and why it is important to marketers.
What are the six major psychological principles that can influence people to change
their minds or comply with a request? Be specific in your answer.
An anti-smoking campaign showed autopsies of people who died of lung cancer. The
campaign seemed to have no effect on the rate that teenagers took up smoking. Why?
Define perceptual selection and describe the types of filters that prevent clear
perception and reception of marketing stimuli.
Explain what is meant by a family identity. Then give two examples of how a family
identity may be constructed.
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.
Explain the idea of an antifestival and describe an example of an antifestival.
List and briefly characterize four types of relationships a person might have with a
product. Be specific.
What are the two major components of social class? Explain and comment on each
component (such as which is more important).
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.
Most researchers agree that an attitude has three components. List and briefly describe
those three components.
Blind taste tests in the 1980s showed that most Coke drinkers preferred a cola that was
sweeter than the current product. When Coca-Cola attempted to make its product
sweeter, brand loyal customers revolted and demanded the old product be returned.
Explain how Coca-Cola marketers could have used the principles of psychophysics to
introduce the new coke without creating these problems.
In the video, “United Breaks Guitars,” a band explains how its guitars were wrongly
broken when United Airlines employees unloaded them. United wouldn’t pay for the
damage, and the band took its story to the public via YouTube. Explain the three basic
elements complaining consumers tend to include when sharing complaints online and
link each element to the “United Breaks Guitars” situation.
What is the difference between sensation and perception?