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A couple buys a new sofa for their apartment, but then fmds another sofa a few days
later at a second store that fits their decor and budget better than the first sofa. In what
ways (identify three) might they reduce their post-purchase cognitive dissonance?
(Returning the sofa is not an option.)
The is the premise that because valuable objects are rare, rare objects must be valuable.
a. automaticity principle
b. endowment effect
c. halo effect
d. affmnation of the consequent
e. None of the above is correct.
The central route to persuasion requires very little thinking.
a. True
b. False
_____ are desires that arise when a person's current state does not match the person's
preferred state.
a. Emotion
b. Affect
c. Regulatory focus
d. Needs
e. Motivation
To the extent to which consumers use situational cues to gnide their social behavior is
called self-monitoring.
a. True
b. False
Research shows that in general, very few consumers enjoy shopping for the sake of
shopping.
a. True
b. False
Which of the following about "Motivation Research" is false?
a. Motivation research is one of the earliest approaches to studying consumer behavior.
b. Many advertisers embraced motivation research because it could seemingly tap into
deep rooted needs of
consumers.
c. This method applied observational and focus group techniques to explore consumers'
motivations.
d. The method of developed by psychologist named Ernest Dichter.
e. Dichter viewed consumers as predominantly immature, irrational and driven by
hidden erotic desires.
Mark believes that the calculus class he is goiug to have to take next semester is going
to be extremely difficult because all of his roommates have taken it and have told him
that the class is very difficult. Mark has developed what type of belief?
a. Descriptive belief
b. Credence belief
c. Projection belief
d. Informational belief
e. Inferential belief
Which of the following is not one of the basic traits in the Five-Factor Model of
Personality?
a. Surgency
b. Ruggedness
c. Intellect
d. Agreeableness
e. All of the above are included in the model.
Research shows that people are more likely to help someone when they perceives
themselves as the only person around to help.
a. True
b. False
Researchers at Kraft Foods were interested in how dads prepare dinners when they use
the company's macaroni and cheese product, so they asked some dads if they could fihn
them making dinner. This is an example of unobtrnsive observation.
a. True
b. False
The "Red Bull Patrol" discussed in your readings is an example of product pushers.
a. True
b. False
Products that consumers purchase in order to solve a specific problem are called:
a. hedonic products
b. value-expressive products
c. instrumental products
d. promotion products
e. prestige products
Which of the following about positioning is false?
a. When product benefits are difficult to communicate, positioning on price may be a
good choic e.
b. Characters like the "Betty Crocker" help companies position by user.
c. All marketing activities influence positioning and vice vers a.
d. Positioning on price is usually only used for luxury items.
e. One advantage of using price to position is that consumers often use price to gauge
quality.
What key factor is overlooked when a manager commits the majority fallacy?
a. Competition
b. Market size
c. Geography
d. Advertising
e. Customer attitudes
Hospitals, schools, and goverrnnent agencies are all considered organizational
consumers.
a. True
b. False
The brand positivity effect is the tendency to view a product as more valuable if one
owns it (vs. does not own it).
a. True
b. False
In Japan, gifts are rarely gift-wrapped, as they are in Western cultures.
a. True
b. False
Athlete endorsers get into less scandals than celebrity endorsers.
a. True
b. False
Perceptual maps show how a company's products and competitors' products are
clustered by market share.
a. True
b. False
The fashion system can reflect current cultural meanings, but cannot bring about
changes in cultural meanings.
a. True
b. False
Foursquare is a location-based social networking website that enables consumers to
check in at locations and earn points, badges, and coupons. This is a type of _____.
a. Application marketing
b. Public relations
c. Personal selling
d. SMS marketing
According to expected utility theory, people should think about uncertain events in
terms of:
a. the get-got gap
b. frequencies
c. gambles
d. selective thinking
e. the sunk cost effect
