Classical conditioning occurs when a stimulus that elicits a response is paired with
another stimulus that initially does not elicit a response on its own.
Answer:
John Deere established a reputation for building dependable farm tractors. When the
company began to build small yard tractors, it insisted on using the same logo on its
small mowers as on its large tractors. John Deere was applying stimulus generalization
through look-alike packaging.
Answer:
A behavioral researcher studying how consumers use multi-sensory, fantasy, and
emotional factors in selecting products is studying hedonic consumption.
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When Jillian Jones is confronted with inconsistencies about a purchase, she is feeling
cognitive dissonance.
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Materialistic values tend to focus on the individual rather than a group or family.
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A vending machine is a good illustration of a point-of-purchase display.
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Education is one determining factor in future income.
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Involvement can be seen as the motivation to process information about products or
services that consumers believe will help solve a problem or achieve a goal.
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Age cohorts share similar problems because they are more genetically similar than are
people from other types of cohorts.
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American society is shifting from a mass culture in which many consumers share the
same preferences to a diverse culture in which consumers have almost an infinite
number of choices.
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Personality refers to a person’s unique psychological makeup and how it consistently
influences the way a person responds to his or her environment.
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Mainstream marketers used to avoid religion topics; now they actively target church
members.
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Texting back and forth with a friend is an example of asynchronous interaction.
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Evaluative criteria are the dimensions used to judge the merits of competing options.
Answer:
When Shira was a young girl, her teacher gave her a sticker every time she earned
above 90% on a test. Shira’s teacher was using classical conditioning.
Answer:
Of the three groups of attitudes toward luxury, the largest group is “luxury is
indulgence”; this view is held mainly by wealthy seniors citizens.
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Consumers are swayed more by negative word of mouth than by positive comments.
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Haptic refers to a consumer’s sense of sight.
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Malware is an example of malicious software.
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Many twenty-somethings have rebelled against their more affluent parents by mocking
wealth, wearing clothing such as shredded jeans and driving boxy cars. These are
examples of what is called a modern potlatch.
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Green bagels and green beer on St. Patrick’s Day are both examples of de-ethnicization.
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Asian Americans’ median income is 28% higher than the U.S. average, and they are
almost twice as likely to have graduated from college.
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Restricted codes focus on the content of objects, not on relationships among objects.
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A paradigm is a belief that guides an understanding of the world.
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Abraham Maslow developed the hierarchy of needs theory.
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A typical antecedent state is product disposal.
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The superego is also known as the pleasure principle.
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Self-concept refers to the beliefs a person holds about his or her own attributes and how
he or she evaluates these qualities.
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A straight rebuy is considered a habitual decision.
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A person’s feelings about his or her body can be described in terms of body image.
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The looking-glass self is modeled by elements of the pop culture, such as comic book
heroes.
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The theory of cognitive dissonance is based on the premise that people have a need for
order and consistency in their lives and that a state of tension is created when beliefs or
behaviors conflict with one another.
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Popular culture is both a product of marketing and an inspiration for marketing.
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In many cultures, myths feature talking animals that act as mediating figures.
Answer:
Bill jokes that a nuclear family is one that is about ready to explode because having
your grandmother living with you can cause a lot of disruptions. Although Bill’s humor
is questionable, his labeling of a family living with a grandparent as a nuclear family is
correct.
Answer:
A surrogate consumer, by definition, makes a purchase on behalf of another consumer.
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Impulse items such as candy or gum are placed near the checkout.
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Walmart tracks the habits of the 100 million customers who visit it stores each week
and responds with products and services directed toward those customers’ needs based
on the information collected. This is an example of ________ marketing.
A) undifferentiated
B) database
C) relationship
D) consumer-generated
Answer:
The process of acquiring information and storing it over time is called ________.
A) memory
B) retrieval
C) storage
D) encoding
Answer:
Because the brain’s capacity to process information is limited, consumers are very
selective about what they pay attention to and tend to select stimuli that relate to their
current needs. This type of perceptual filter is called ________.
A) perceptual defense
B) perceptual vigilance
C) subliminal perception
D) adaptation
Answer:
Instead of spending the weekend working on the research paper due at the end of next
week, Andrew decided to spend the weekend going out with friends. According to
Freudian theory, which system dominated in Adam’s decision?
A) The id
B) The superego
C) The anti-ego
D) The ego
Answer:
Which of the following is NOT one of the basic conflicts common to all teens?
A) Autonomy vs. belonging
B) Rebellion vs. conformity
C) Narcissism vs. conformity
D) Idealism vs. activism
Answer:
Raymond Chandler wrote classic American detective stories. By always using certain
roles for his characters and props that were appropriate to the genre, Chandler’s novels
followed a(n) ________.
A) cultural formula
B) enacted norm
C) fashion cycle
D) innovation process
Answer:
Gen Y’ers are at home in ________, which communicates by texting and IMing.
A) thumb culture
B) the tween market
C) the gray market
D) microculture
Answer:
The alternatives actively measured during a consumer’s choice process are the
________ set.
A) inert
B) evoked
C) evaluate
D) consideration
Answer:
Since Janie is seen as a beautiful female, many friends also perceive her to be smarter,
cooler, and happier. These assumptions illustrate ________.
A) the “halo effect”
B) the “beauty” factor
C) cultural meanings
D) the ‘sleeper effect”
Answer:
Which attitude function is associated with a focus on particular social identities and
lifestyles (e.g., “What sort of man reads Playboy?”)?
A) Utilitarian
B) Value-expressive
C) Ego-defensive
D) Knowledge
Answer:
Culture is best described as a society’s ________.
A) attitude
B) consciousness
C) personality
D) history
Answer:
________ refers to a strategy in which a message presents two or more specifically
named or recognizably presented brands and evaluates them in terms of one or more
specific attributes.
A) Cognitive differentiation
B) Emotional appeal
C) Comparative advertising
D) Conclusion advertising
Answer:
The lack of marketing information about religion is primarily due to ________.
A) the small number of people who are influenced in the marketplace by religious
issues
B) the dollar value of the Christian market being very low
C) traditional bigotry toward religion
D) religion being somewhat of a taboo subject among researchers
Answer:
Pam Henry is a purchasing agent for MicroTell. Each Tuesday she places an order for
ten boxes of photocopier paper with her supplier. Ms. Henry is participating in which
type of buying situation?
A) New task
B) Straight rebuy
C) Modified rebuy
D) Innovative rebuy
Answer:
When people deface products, it is an act of ________.
A) counterfeiting
B) anticonsumption
C) addiction
D) materialism
Answer:
________ refers to the possession of both masculine and feminine traits.
A) Heterosexual
B) Homosexual
C) Amorphany
D) Androgyny
Answer:
Every summer, thousands of motorcycle enthusiasts converge at Sturgis, South Dakota,
for a motorcycle rally. They fill up every campground, motel, and hotel, in the vicinity.
This annual illustrates a(n) ________.
A) normative clan
B) consumer tribe
C) maven network
D) aspirational group
Answer:
Which of the following is NOT an element common to destructive consumer behavior?
A) Strong feelings of regret
B) Feeling like there is no choice
C) Feeling short-lived gratification
D) Feeling in charge of life
Answer:
Emphasizing the negative consequences that may occur unless a consumer changes
behavior is called ________.
A) a fear appeal
B) a rational appeal
C) social marketing
D) comparative marketing
Answer:
An extended family unit is characterized by ________ living together.
A) one parent and at least one child
B) two parents and at least one child
C) two generations of a family
D) three generations of a family
Answer:
When a product helps to establish the user’s identity, the user is said to have a(n)
________ type of relationship with the product.
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love
Answer:
According to Freud, the part of the personality that seeks immediate gratification is
called the ________.
A) ego
B) super ego
C) conflict
D) id
Answer:
Which of the following is NOT one of the four interrelated functions of myths in a
culture?
A) Cosmological
B) Sociological
C) Psychological
D) Anthropological
Answer:
In the Western Culture the color black is often associated with ________.
A) mourning
B) innocence
C) fear
D) cult
Answer:
James Otis wants to be “just like Mike” (basketball star Michael Jordan) and has for
many years. James has purchased Jordan-gear, follows Jordan’s career, and he has often
thought about how to give back to his community the way MJ has. Which of the
following reference group terms would apply to James Otis and his relationship with
Michael Jordan?
A) Membership group
B) Avoidance group
C) Aspirational group
D) Tribal group
Answer:
The personality of a retail store is also called ________.
A) store image
B) retail theming
C) store theming
D) store layout
Answer:
In a typical ________ test, subjects are shown ads one at a time and asked if they have
seen them before.
A) recall
B) recognition
C) chunking
D) salience
Answer:
A component of a hierarchy of effects is ________.
A) non-experiential hierarchy
B) standard learning hierarchy
C) high involvement hierarchy
D) all of the above
Answer:
Les just bought a megaphone of root beer. As he drinks from the giant cup, he
eventually becomes full. One of his friend’s comments, “If you don’t stop drinking that
stuff, you will get sick.” Les replies, “Hey, I bought it, and I am not going to waste one
drop of it.” Les’s behavior best illustrates ________.
A) loss aversion
B) hyperopia
C) risk positioning
D) the sunk-cost fallacy
Answer:
The psychological dimension of time or how it is experienced is an important factor in
what mathematical study?
A) Polychromic activity
B) Queuing theory
C) Temporal tasking
D) Physical metrics
Answer:
A metropolitan area with a total population of more than 10 million people is called a(n)
________.
A) metro area
B) megacity
C) metroplex
D) developing economy
Answer:
When we act the way we assume others expect us to act we are practicing a ________.
A) looking-glass self
B) self-image
C) self-fulfilling prophecy
D) real self
Answer:
What is the most powerful age segment economically in the United States?
A) Generation X
B) Generation Y
C) The Baby Boomer Generation
D) The Silent Generation
Answer:
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 vs. belonging
B) Rebellion vs. conformity
C) Idealism vs. pragmatism
D) Narcissism vs. intimacy
Answer:
Explain the Declaration of Consumer Rights and why it is still relevant to consumers
today.
Answer:
What is source credibility and does source credibility affect attitude change?
Answer:
Retail stores put a number of items in the aisles leading to the checkout station. These
are placed there to remind customers of things they may have overlooked, or to show
products that customers may not have thought of buying until they are seen. Retailers
know that some items are purchased on impulse. In other words, the customer simply
sees a product and purchases it. Create a fourth hierarchy of effects that would combine
the three components of the ABC model when a product is selected on impulse.
Answer:
What does the study of semiotics attempt to do?
Answer:
List and explain the three stages of cognitive development.
Answer:
What are norms? Why are they important?
Answer:
At a business meeting, a consultant states that “perception is reality, because a customer
never works with the actual product, but only with his or her perception of that
product.” In a university lab, researchers determine that when a rat is looking at a
brightly colored rectangle, a close inspection of the rat’s optic nerves (that connect the
eyes to the cortex) show now visible change from when the rat is looking at a green
circle; however electrodes placed in the nerve show a different pattern of transmitted
codes. How are these two events related, and what does this relationship tell us about
perception?
Answer:
Explain the term “user generated content.”
Answer:
The average American’s standard of living continues to improve due to two key factors.
What are these factors? Provide explanatory comments about each factor.
Answer:
Why do people have a tendency to remember unusual ads more effectively than ads that
are less interesting? What is this phenomenon called?
Answer:
Describe a virtual brand community. Create an example of a new community that
demonstrates the concept.
Answer:
There are a variety of need states or need forms described in the text. Characterize and
discuss psychogenic needs, utilitarian needs, and hedonic needs.
Answer:
What is the distinction between cause marketing and social marketing?
Answer:
List the various ways that psychographic segmentation can be used.
Answer:
Discuss the terms ‘symbolic interactionism” and “looking-glass self.” Give an example
of each term.
Answer:
Define the term “hedonic consumption.”
Answer:
What are age cohorts? Briefly explain how marketers use age cohorts to segment
markets.
Answer:
Why have multiattribute attitude models become so popular among marketing
researchers? What three elements are specified in such models?
Answer: