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Consumers are less likely to use a compensatory strategy if a web site is organized by
options rather than by attributes.
a. True
b. False
Terri is extremely thirsty. If asked, she would rate a glass of water as more important
than any food at the moment.
This is an example of:
a. a drive
b. a regulatory focus effect
c. a valuation effect
d. an intrinsic motivation effect
e. a devaluation effect
Which of the following statements about information search during consumer decision
making is false?
a. In general, better-educated, younger consumers tend to expend more effort on
information search than those who are less-educated and older.
b. Perceptions of crowding in the retail environment can cause people to reduce
external information search.
c. Time constraints can cause people to reduce external information search.
d. Market mavens tend to engage in high levels of ongoing information search.
e. Research shows that in general,very few consumers enjoy shopping for the sake of sh
opping.
Terri decides to take golf lessons and pays $300 for 10 lessons. After the 4th lesson,
Terri has decided she hates golf. She continues to play (unhappily) saying, "I don't want
to waste the $300!" Terri is experiencing the:
a. sunk cost effect
b. endowment effect
c. invariance effect
d. brand positivity effect
e. diminishing sensitivity effect
Leslie is shopping for a new computer the day after Thanksgiving. She is hoping to get
a good deal. The local electronics store has advertised a leading brand of computer at a
60% discount. Leslie goes to the store to purchase that computer, but when she arrives,
the salesperson tries to convince her to purchase a higher priced computer with more
features. This tactic is commonly known as:
a. foot-in-the-door technique
b. authority principle
c. bait-and-switch technique
d. door-in-the-face technique
e. scarcity principle
The scarcity principle is based on what type logic?
a. Self-prophesy
b. Self-perception
c. The halo effect
d. Affmnation of the consequent
e. None of the above is correct.
The _____ parameter of judgment refers to a preference to acquire and carefully think
about all judgment-relevant information, regardless of the direction or implications of
that information.
a. directional motivation
b. cognitive resources
c. perceived relevance of information
d. nondirectional motivation
e. subjective motivation
Marketers always try to direct their promotional efforts at a consumer's ideal
self-concept since the goal is to sell the consumer something they want to make life
better.
a. True
b. False
Because it is logical to assume that size of a potential market segment is positively
correlated to profit, pursuing the largest market segment makes sound business sense.
a. True
b. False
One person giving their textbook to another is an example of a possession ritual.
a. True
b. False
Which of the following might be purchased by a member of the "mass class"?
a. generic green beans
b. Maybach automobile
c. Louis Vuitton purse
d. Cartier watch
Which of the following statements about beliefs is false?
a. Beliefs are evaluative judgments or ratings about product attributes and/or benefits.
b. Beliefs can capture consumers' assessments about a specific relationship between a
brand and an attribute or benefit.
c. "Mary's eyes are very blue" is an example of a belief.
d. Beliefs can entail assessments of likelihood or probability.
e. Beliefs can serve as the basis for attitudes.
According to your readings, most product placements are typically inserted into movies
through all of the following methods, except:
a. placed in the movie for free by the movie's producer to enhance the story
b. placed in the movie for a fee
c. placed in the movie by the a brand/company through the donation of free product to
the production
d. placed in the movie by a celebrity starring in the movie and demanding a personally
preferred brand
e. All of the above are correct.
Wikipedia can be classified as a _______.
a. social networking site
b. blog
c. content community
d. collaborative media site
e. microblog
The elaboration likelihood model emphasizes that there is one route to persuasion.
a. True
b. False
Christina and Claire are roommates. When Christina shops, she likes to stock up on
everything she will need for the next couple of weeks. Claire prefers to only shop for
what she needs for the next day or two, making more shopping trips. Christina is more
likely to engage in variety seeking than Claire.
a. True
b. False
What form of marketing is now considered to be the most powerful form of marketing?
a. Advertising
b. Product placement
c. Buzz marketing
d. Internet marketing
e. Telemarketing
Excitation transfer theory of emotion states that arousal intensifies with emotion and it
is non-specific to whether the emotion is positive or negative.
a. True
b. False
The quality of experience goods can only be determined by long term use of the
product.
a. True
b. False
Recalling the Milgram obedience experiments discussed in your readings, what did
Milgram conclude from his experiments?
a. Peer pressure- going against the crowd- is a powerful persuasive tool.
b. Blind obedience to authority can happen anywhere.
c. Only one person in a thousand would administer the maximum (450 volts),
potentially lethal, shock during the experiment.
d. Cultural differences from country-to-country account for differences in behavior to
perceived authority figures.
e. Men are more susceptible to authority than women.
Retail operations, such as Pottery Bam Outlet Store, Williams-Sonoma Outlet Store,
Designer's Store Warehouse, and Overstock.com, that aim at appealing to the "value
segment" are segmenting the market based on price.
a. True
b. False
A large newspaper did a story on a recent sales tactic: Dozens of fast-talking
salespersons call thousands of people every day. In the opening call, a salesperson
claims to represent an impressive-sounding company. A second follow up call
involves a sales pitch on the profits to be made and the salesperson tells the customer it
is no longer possible to invest. A third call gives the customer a chance to invest. Which
social influence principle is applied here?
a. Automaticity
b. Authority
c. Reciprocity
d. Liking
e. Scarcity
Our personalities mature as we get older.
a. True
b. False
