The hundreds of millions of consumers around the world who can now afford higher
quality products belong to the ________.
A) prestige class
B) mobile demanders
C) ruling class
D) mass class
Innovative merchants have turned to retail theming to provide new ways to stimulate
and encourage consumers during their shopping experience. A retailer that uses a
simulated outdoor environment (such as a fishing pond with real fish) to attract outdoor
enthusiasts to the retail store is using a ________ theme.
A) marketscape
B) cyberspace
C) mindscape
D) landscape
Researchers believe that the American gay, lesbian, bisexual, and transgendered
(GLBT) market is about the same size as the ________ population in the United States.
A) African American
B) Asian American
C) Hispanic
D) Native American
A number of specific decision roles are played when a collective decision must be
made. The person who brings up the idea or need is the ________.
A) initiator
B) gatekeeper
C) influencer
D) buyer
Roger was really angry when Coca-Cola attempted to switch from its older formula to
New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler,
attempted to hoard “old Coke,” and complained to the local grocery store manager. In
this example, which degree of commitment would be most closely associated with
Roger and his attitudes?
A) compliance
B) identification
C) information acquisition
D) internalization
The higher the ________, the higher the level of product involvement as the consumer
makes the decision.
A) trialability
B) observability
C) number of distribution channels
D) perceived risk
A group composed of people that the consumer actually knows is called a(n) ________
reference group.
A) aspirational
B) tribal
C) membership
D) networked
Most groups exhibit a structure called a ________ in which some members are
somehow better off than others.
A) status hierarchy
B) social array
C) social mobility
D) symbolic reference
If a consumer’s ideal state is very near or identical to his or her actual state, which of the
following best describes the type of problem recognition the consumer would most
likely have?
A) opportunity recognition
B) need recognition
C) search recognition
D) no problem recognized
Lucy Chang recently purchased a lovely ceramic bowl that featured a red dragon
design. When she thought about her purchase, she found that she really had no
justification for buying the bowl other than it reminded her of the bowls her mother
used during evening meals when she was a young child in Hong Kong. Which of the
following types of relationships with a product best explains the reason for Lucy’s
purchase of the dragon bowl?
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) cohort attachment
When a gas station blows “fresh coffee smell” around the gas pumps to tempt customers
to come inside for a cup, the gas station is using a form of ________ marketing to
influence customers.
A) one-on-one
B) subliminal
C) differentiated
D) sensory
If a conditioned stimulus is only occasionally matched with an unconditioned stimulus,
the association between the two will become weakened. This is called ________.
A) generalization
B) interference
C) the spacing effect
D) extinction
The field of ________ examines the correspondence between signs and symbols and
their role in the assignment of meaning.
A) semiotics
B) psychophysics
C) Gestalt theory
D) hyperreality
Gen Yers are most comfortable in a ________, communicating by texting and IMing.
A) thumb culture
B) tween market
C) gray market
D) renaissance culture
Which of the following is NOT one of the four conflicts common to all teens identified
by Saatchi & Saatchi advertising agency?
A) growth versus restriction
B) autonomy versus belonging
C) idealism versus pragmatism
D) narcissism versus intimacy
In a Freudian interpretation, what is the function of the ego?
A) The ego is a system that mediates between the id and the superego.
B) The ego determines an individual’s degree of self-involvement.
C) The ego operates on the pleasure principle and is constantly seeking psychological
dominance and enjoyment.
D) The ego is one of several archetypes that represent the shared memories and motives
of almost all humans.
A(n) ________ is a sign that relates to a product by either conventional or agreed-on
associations.
A) icon
B) index
C) symbol
D) schema
Processing information from more than one medium at a time is known as ________.
A) multitasking
B) perceptual hyperactivity
C) perceptual chunking
D) interactive attention
Ralph Nader’s book, Unsafe at Any Speed, was published in part to enforce the
consumer’s right to ________.
A) safety
B) complain
C) choose
D) redress