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Due to the sunk cost effect, people are often reluctant to walk away from buying
something after they have invested lots of time and effort in searching for and
evaluating the product.
a. True
b. False
What social influence principle is at work with the that's-not-all technique?
a. Liking
b. Social validation
c. Authority
d. Scarcity
e. None of the above is correct.
In Japan, it is rude to not open the gift immediately upon receipt in front of the
gift-giver.
a. True
b. False
______is externally assigned; gender is an example.
a. Earned status
b. Attributed status
c. Ascribed status
d. Achieved status
Which of the following statements about the consideration set is false?
a. If a brand is not in the consideration set, it will not be purchased.
b. As the number of brands in consideration set increase, the chances of our brand being
selected decrease.
c. A consideration is always at least 2 brands.
d. Brands in the consideration set can come from point-of-sale.
e. One way to increase choice of my brand being selected is to control the entrance of
competitors' brands into the consideration set.
The gap between actual public self-concept and ideal public self-concept is what makes
up self-esteem.
a. True
b. False
A sense of humor, cheerfulness, and optimism are all examples of , and represent
tendencies to behave a certain way in certain situations.
a. traits
b. role identities
c. extended self
d. self-esteem
e. locus of control
______are attributes that can be judged or rated only by using the product.
a. Consumption attributes
b. Search attributes
c. Credence attributes
d. Experience attributes
e. Information attributes
Pinterest is a website that enables users to collect images and information. What kind of
website is Pinterest?
a. search engine
b. content website
c. e-retailer
d. pay-per-click operator
e. ad network
If an online business wanted to be successful, the company would be best served to
have:
a. strong brand name reputation
b. a bricks and mortar operation that is well known
c. a wide variety of products
d. an efficient product delivery system
e. All of the above are correct.
Television can distort consumers' opinions via the priming effect, but knowing this
potential effect can actually reduce these distortions.
a. True
b. False
Consumers are so different that even though they may share the same social class, their
lifestyles may vary a great deal.
a. True
b. False
Market size is a key factor that is overlooked when a manager commits the majority
fallacy.
a. True
b. False
Paul wants to perform a research study to explore how people feel while they shop for a
hous e. He really wants to be able to describe a person's emotional experience during
this buying process. Paul will probably use qualitative research methods.
a. True
b. False
Someone does you a favor, and you feel obligated to return it in kind. This the basis of
what social influence principle?
a. Authority
b. Liking
c. Commitment and consistency
d. Automaticity
e. Reciprocity
First making a small request, followed by making a larger request is known as:
a. multiple-deescalating-requests technique
b. even-a-perrny-will-help technique
c. foot-in-the-door-technique
d. door-in-the-face-technique
e. low-ball technique
______describes a consumer's desire for definite knowledge of any kind to reduce
confusion and ambiguity.
a. Locus of control
b. Need for coguitive closure
c. Need for coguition
d. Need for humor
e. Need for information
______claims that certain properties of music may be analogous to biochemical agents.
a. Theory of brand jingles
b. Theory of effective marketing
c. Theory of songitis
d. Theory of guerilla marketing
e. Theory of coguitive itch
A(n) ______ is a shift in judgment toward a contextual reference point.
a. contrast effect
b. framing effect
c. accommodation effect
d. assimilation effect
e. simulation effect
Possession rituals occur when consumers discuss and display their belongings.
a. True
b. False
The motivation process begins with a drive.
a. True
b. False
Excitation transfer theory of emotion states that people are insensitive to small changes
in arousal.
a. True
b. False
