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The appeal of the attitude-toward-behavior model is that it allows researchers to
understand consumers' subjective norms and the factors that form them.
Answer:
Asian American consumers value quality, often associating quality with well-known
upscale brands.
Answer:
In both qualitative and quantitative research, the research report includes an executive
summary of the findings, a description of the methodology used, and recommendations
for marketing actions.
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Google's online display ads vary according to users' profiles or search patterns.
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Individuals who belong to a segment that is self-centered and concerned with values
such as self-respect and a comfortable life are likely to be involved in domestic-oriented
activities and are reluctant to try new products.
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When consumers are presented with information overload, they may encounter
difficulty in encoding and storing it all.
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A photograph or illustration conveys verbal messages.
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The family commonly provides the opportunity for product exposure and trial and
imparts consumption values to its members.
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When the source is well respected and highly thought of by the intended audience, the
message is much more likely to be believed.
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For consumers with an independent self-view (who view themselves as defined by
unique characteristics), messages that stress avoidance goals (negative framing) are
more convincing.
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The amount of risk perceived depends on the specific consumer.
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When cognitive dissonance occurs after the purchase it is called post-purchase
dissonance.
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The Stoic socialization-related attitude is characterized as a mother who has the highest
income and education, is rational, teaches her children to shop and spend responsibly,
and resents the influence of the media on her children.
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Baby boomers are consumption oriented.
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Qualitative research studies are conducted by highly trained interviewers who analyze
the findings; thus, the findings tend to be somewhat objective.
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A recent study discovered that deceptive claims were found in about three-quarters of
humorous ads and, in most cases, the humor was used to mask the deceptive claims.
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Nouveau rich consumers believe "toys" that are bought to display wealth publicly (e.g.
yachts) are vulgar.
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P & G is worried about the financial hardship of America's upper class, which amounts
to 40% of the country's households.
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In general, the more information consumers have about a product or service, the more
likely they are to form attitudes about it, either positive or negative.
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The group level of cultural norms reflects shared core values, customs, and
personalities that represent the core of the "national character" of a particular country.
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Consumers' attitudes toward a particular brand's advertising are independent of their
beliefs about the brand and do not influence their attitudes toward the brand itself.
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The amount of people in the society that share a belief or custom is irrelevant to
whether or not it is considered a cultural value.
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In low-risk situations, consumers are likely to engage in complex and extensive
information search and evaluation.
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Marketers should observe differences in language and meaning, differences in market
segmentation opportunities, and differences in consumption patterns, among others,
when they conduct cross-cultural analysis.
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Objectionable ads always arise from the negative intentions of marketers.
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For each individual, reality is a totally personal phenomenon, based on that person's
needs, wants, values, and personal experiences.
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If consumers like the ad they see, they are more likely to buy the product.
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The knowledge function of the functional approach to attitude change relies on the fact
that most people want to protect their self-images from inner feelings of doubt.
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Changing attitudes according to their applicable consumer motivations is known as the
functional approach.
Answer:
People usually see what they expect to see, and what they expect to see is usually based
on familiarity, previous experience, or expectations.
Answer:
A marketer uses a ________ when it claims product superiority for its brand over one or
more explicitly named or implicitly identified competitors.
A) comparative appeal
B) fear appeal
C) humor appeal
D) negative frame
E) timeliness appeal
Answer:
________ is consumers' selectivity in paying attention to advertising messages.
A) Selective exposure
B) Perceptual noise
C) Psychological noise
D) Informal exposure
E) Symbolic exposure
Answer:
________ have always been associated with bigger quantities of things or more of
something. Recently, however, there has been a shift away from quantity towards
quality.
A) Comfort and pleasure
B) Achievement and success
C) Freedom and choice
D) Progress and movement
E) External conformity and blending in
Answer:
Individuals express their need for ________ by organizing their perceptions so that they
form a complete picture.
A) closure
B) interpretation
C) grouping
D) figure-ground patterns
E) exposure
Answer:
According to the trio-of-basic-needs theory, the trio of basic needs includes ________.
A) power, affiliation, and achievement
B) prestige, affiliation, and achievement
C) environment, affection, self-actualization
D) achievement, affection, power
E) safety, physical satisfaction, social belonging
Answer:
In the United States, nearly ________ percent of women over 16 are in the labor force.
A) 30
B) 50
C) 60
D) 72
E) 81
Answer:
________ consist of messages sent by marketers and delivered to consumers via
channels that the marketers control.
A) Paid social media
B) Owned social media
C) Earned social media
D) Covert social media
E) Exclusive social media
Answer:
When Listerine, who makes mouthwash in the form of a liquid, introduced Listerine
PocketPacks, a solid form of the product, it was an example of a ________.
A) product form extension
B) product category extension
C) product line extension
D) product differentiation strategy
E) product generalization strategy
Answer:
The largest age subculture is the ________ subculture.
A) Generation X
B) Twixters
C) Generation Y
D) Baby Boomer
E) Senior
Answer:
Which of the following is one of the measures of one's degree of influence on Twitter?
A) the Twitter's number of followers
B) the number of people following the followers
C) the frequency of updating tweets
D) the extent to which one's tweets are reference or cited
E) all of the above
Answer:
The birth of the first child marks the transition from the ________ stage to the
________ stage of the traditional family life cycle.
A) bachelorhood; honeymooner
B) honeymooner; parenthood
C) parenthood; postparenthood
D) postparenthood; dissolution
E) dissolution; bachelorhood
Answer:
Which of the following is a characteristic of effective social media campaigns?
A) Social media campaigns should be completely independent of advertising in social
media.
B) Social media campaigns should be handled as if they only reach one audience.
C) Data mining in social media does not have any benefits.
D) Bosses who Tweet personally strengthen the connections between their brands and
customers.
E) Employees should be allowed to Tweet freely, without any guidelines, on behalf of
the company.
Answer:
________ is the measure of the number of pages that users have clicked through.
A) Unique visitors
B) Cost per unique visitor
C) Return visits
D) Time spent
E) Page views
Answer:
________ stresses the benefits to be gained by using a specific product, whereas
________ stresses the benefits to be lost by not using the product.
A) One-sided messaging; two-sided messaging
B) Positive message framing; negative message framing
C) The central route to persuasion; the peripheral route to persuasion
D) The peripheral route to persuasion; the central route to persuasion
E) Negative message framing; positive message framing
Answer:
Within cultural values, being ambitious, intellectual, and responsible are examples of
________.
A) personal aspects of terminal values
B) interpersonal aspects of terminal values
C) competence aspects of instrumental values
D) moral aspects of instrumental values
E) moral aspects of terminal values
Answer:
Lola is concerned about the impact of genetically modified ingredients found in foods
on the long-term health of her family members. She is perceiving ________ risk.
A) financial
B) psychological
C) time
D) physical
E) functional
Answer:
________ happens when teachers instruct children, in educational environments, about
what should be done, how it should be done, and why it should be done, in social as
well as personal settings.
A) Formal learning
B) Media learning
C) Informal learning
D) Televised learning
E) Technical learning
Answer:
Tracy licensed a new software product that enables her to figure out when the same
person is accessing her company's website via a mobile phone, tablet, and/or computer
so she can keep track of their behavior and target them accordingly. This is an example
of ________.
A) cross-screen marketing
B) cyberstalking
C) time shifting
D) mobile advertising
E) commercial blanketing
Answer:
Chelsea confuses a private-label brand's packaging with that of a national brand leader.
This is an example of ________.
A) stimulus discrimination
B) stimulus generalization
C) cosmetic variations
D) advertising wearout
E) cognitive processing
Answer:
A product's package, guarantees, mass-media advertising for the product, direct
marketing for the product, and the selection of distribution channels to move the
product from the manufacturer to the consumer are examples of ________.
A) policy factors
B) output factors
C) process factors
D) marketing inputs
E) sociocultural inputs
Answer:
Projective techniques are designed to ________.
A) identify the best distribution chain for a particular product
B) encourage consumers to buy a product
C) illuminate the unconscious underlying motives of the consumer
D) encourage discussion within a group about a particular product
E) identify consumer impressions of product price
Answer:
The type of Twitter user that has many followers but follows very few, if any, users, is
known as a ________.
A) Spammer
B) Conversationalist
C) Celebrity
D) Lurker
E) Squatter
Answer:
SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the
Oscar Mayer Wienermobiles became a cross-country road rally called the
Wienermobile Run. Consumers were encouraged to follow the promotion on social
media like Facebook, Instagram and Twitter and share messages about the
Wienermobile Run with their friends. The men and women who drove the six
Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's
vehicle had its own name. Teams raced around the country to accumulate points.
Drivers performed tasks or challenges submitted by the public on a website,
wienermobilerun.com. The goal was to get consumers to engage on a deeper level with
the Wienermobiles by introducing games in order to take advantage of a trend toward
gamification. They also allowed consumers to use social media to request the
Wienermobiles show up at their events to give consumers a more visceral experience
with the vehicles.
In the SOCIAL MEDIA MINI CASE, when consumers shared the messages about the
Wienermobile Run with their friends, it was an example of ________.
A) paid social media
B) owned social media
C) earned social media
D) covert social media
E) exclusive social media
Answer:
A ________ consists of more than one demographic variable and combines several
socioeconomic factors to determine social-class standing.
A) subjective measure
B) ladder of social ranking
C) social consciousness scale
D) multi-variable index
E) socioeconomic potpourri index
Answer:
Jenna buys a pair of sought-after, vintage Levi jeans to enrich her self-image. Which of
the following is NOT one of the ways the possession of the vintage jeans might be
viewed as an extension of the self?
A) ideally
B) actually
C) symbolically
D) by conferring status or rank
E) by feelings of immortality
Answer:
Which of the following does NOT provoke attention?
A) shocking images
B) contrasting images
C) adaptation
D) unrealistic images
E) contrasting sounds
Answer:
In-crowd, pop mavericks, networked intelligentsia, and thrill renegades are examples of
four segments developed based on a lifestyle matrix of global youth aged 14 to 24 at the
________ level.
A) supranational
B) national
C) group
D) reference group
E) subcultural
Answer:
The key basis for message credibility is ________.
A) the ability of the product, service, or brand, to deliver consistent quality, value, and
satisfaction to consumers
B) the medium in which the message is delivered
C) the time of day at which the message is delivered
D) the synergies between the brand spokesperson and the product itself
E) the rate of repetition of the advertisement
Answer:
The three distinct but interlocking steps of the consumer decision-making process are
________.
A) input, analysis, and output
B) environment, search, and evaluation
C) input, process, and output
D) analysis, decision making, and output
E) analysis, process, and output
Answer:
FAST FOOD MINI CASE: Speedy Taco is a tex-mex fast food chain that keeps costs
down by only serving its food through drive-through windows. In response to increasing
concern about obesity in America, Speedy Taco introduced the Speedy Chicken, a
grilled chicken taco, as a healthy alternative to its tasty all-beef Speedy Taco. In
addition to chicken and beef tacos, Speedy's menu also includes Speedy Burritos and
Speedy Mexican Pizzas. Hoping to capitalize on the popularity of the Speedy brand,
Continental Foods pays a fee to Speedy Taco in return for the ability to put the Speedy
name on its line of salsa and tortilla chips sold to consumers through grocery stores. To
entice consumers to try its salsa and chips, Continental Foods set up sampling booths
at the front of the chip-and-dip aisles at grocery stores nationwide. Consumers that
sampled the chips and salsa were given coupons toward the purchase of Continental
Foods' Speedy Salsa and Speedy Tortilla Chips. Continental also printed a discount
coupon for salsa on the back of every bag of tortilla chips.
In the FAST FOOD MINI CASE, when Speedy Taco allows Continental Foods to put
the Speedy name on its line of salsa and tortilla chips for sale through grocery stores,
Speedy Taco is engaging in ________.
A) family branding
B) co-branding
C) encoding
D) stimulus generalization
E) licensing
Answer:
In terms of consumer behavior, an appeal to ________ frequently takes the form of
reinforcing the consumer's sense of identity with products or services that both reflect
and emphasize that identity.
A) freedom
B) efficiency
C) progress
D) individualism
E) material comfort
Answer:
During the economic downturn, companies like Chase and Bank of America used
advertising appeals to help restore confidence in banks and make people feel good
during the down economic times. These were examples of ________.
A) fear appeals
B) timeliness appeals
C) humor appeals
D) sexual appeals
E) wordplay
Answer:
DOG TREAT MINI CASE: Observing consumers at veterinary clinics, pet superstores,
and grocery stores, Happy Dog determined that consumers were more likely to buy
expensive dog treats at their veterinarians' offices than at grocery stores or pet
superstores. Happy Dog researchers also observed that consumers spent less time
looking at the pet treats before purchasing them when the treats were purchased at the
veterinarian's office because they assumed that anything on offer at a veterinarian's
office must be good for their pets. As a result of this research, Happy Dog Beef Treats
are sold only at the offices of veterinarians and dog groomers and are more expensive
than the average dog treat that pet owners might purchase at the supermarket. Happy
Dog recently modified its treat recipe to come out with NEW, JUICIER Beef Treats for
pet owners to use to reward their dogs. Advertisements promoting the new recipe show
a young boy teaching his dog a series of tricks by rewarding her consistently with
Happy Dog Beef Treats. At the end of the commercial, the boy cues his dog for the
tricks in front of his parents, she performs, and his parents clap proudly.
In the DOG TREAT MINI CASE, Happy Dog uses its price and channels of
distribution as ________ of the quality of its dog treats.
A) symbols
B) rituals
C) customs
D) values
E) beliefs
Answer:
An ad for a new allergy medication includes a bar graph which demonstrates the
product's superiority by contrasting its allergy symptom relief abilities with other
allergy medications. This is consistent with which basic motivational functions?
A) the ego-defensive function
B) the knowledge function
C) the utilitarian function
D) the value-expressive function
E) the intention function
Answer:
Which of the following is true of the Generation X market?
A) Generation X members are especially receptive to being singled out and marketed
to.
B) Generation X members value salary over job satisfaction.
C) Generation X members freely accept the values of older coworkers.
D) Baby boomer media does not work for Generation X members.
E) Generation X members are likely to neglect their families while striving to secure
higher salaries and career advancement.
Answer:
What are the activities which characterize fashion innovators?
Answer:
Identify the most prominent reasons behind stereotyping and provide an example of
each from marketing.
Answer:
What guidelines should a marketer following when using fear appeals in advertising?
Answer:
In terms of expectations, when is a customer not satisfied, satisfied, and delighted?
Answer:
Distinguish between targeting, positioning, and segmentation. In your response, please
indicate the correct order for the three steps.
Answer:
What are the stages of the traditional family life cycle? What happens at each stage?
Answer:
Differentiate between the levels of cultural norms.
Answer:
Label and describe the "coolest" teens as identified by BBDO based on its GenWorld
Global Teen Study.
Answer:
America is aging. What three factors are driving the growth of the elderly population in
the United States?
Answer:
Identify the benefits and dangers of a single company marketing different brands to
different social class segments. Give an example.
Answer:
Give an example of a Likert scale that may appear on a study investigating online
shopping.
Answer:
What are three of the issues that might deter researchers from conducting marketing
research in foreign countries?
Answer:
Explain how involvement in a purchase situation affects the amount of cognitive
elaboration a consumer will use, which can affect a marketer's success in altering the
consumer's attitudes. Be sure to mention each of the two routes to persuasion in your
response.
Answer:
What is the difference between probability samples and non-probability samples? Give
an example of each.
Answer:
There are many ways consumers handle risk. Identify and discuss three methods.
Answer:
Identify and discuss the five criteria that make market segments effective targets.
Answer:
