Consumers extract meaning from products, such as deodorant, toothpaste, and shampoo
through engagement of what rituals?
a. Divestment ritnals
b. Social ritnals
c. Exchange ritnals
d. Purchase rituals
e. Grooming ritnals
Which of the following statements about loved objects is false?
a. The objects that people “love” exert a strong influence on their self-concept.
b. Love is the most common word that consumers use to describe their feelings about
their possessions.
c. Only a few possessions over a consumer’s lifetime achieve the status of love.
d. Research shows that loved objects can help resolve internal psychological conflicts.
e. Research shows that loved objects can help resolve psychological role conflicts.
Search attributes are attributes that can be judged or rated only by using a product.
a. True
b. False
_______ is when products offered by the same firm are so similar they compete among
themselves.
a. The majority fallacy
b. Cannibalization
c. The sales-cost trade-off
d. Mass customization
e. Market aggregation
Tina is driving down Main Street in the town where she lives trying to decide where to
eat lunch. Many of the restaurants are right on this street and she can see their signs.
Others are nearby, but she can’t see them- she has to recall them. What type of choice
strategy is this?
a. Stimulus-based choice
b. Memory-based choice
c. Mixed choice
d. Normative choice
e. Heuristic choice
In balance theory, the only way to bring an unbalanced triad back into balance is by
changing your attitude or denying the relationship between elements in the triad.
a. True
b. False
The biggest difference between online stores and brick and mortar stores is that online
stores offer greater ________ and greater ________.
a. availability; accuracy
b. choice; customization
c. value; choice
d. opportunity; preference
e. discretion; evaluation
A buzz marketing technique that involves the spread of word-of-mouth over the Internet
is also called viral marketing.
a. True
b. False
_______ heuristics are used to influence consumers’ beliefs and attitudes.
a. MODE
b. Persuasion
c. Attraction
d. Prediction
e. Choice
Authority and fear appeals are useful for changing attitudes that serve the ego-defensive
function.
a. True
b. False
When trying to discourage a socially objectionable behavior (e.g., don’t drink and
drive), a marketer should not portray the undesirable behavior as common.
a. True
b. False
According to cognitive dissonance theory, consumers strive for harmony or consistency
between their attitudes and behaviors.
a. True
b. False
Consumers are most likely to use heuristics when involvement is and processing load is
.
a. high; high
b. high; low
c. low; high
d. low; low
e. All of the above are correct.
Which of the following terms might be used to describe working class Americans?
a. New money
b. Family folk
c. Bottom of the pyramid
d. Soccer moms
Many real estate agents know that if they can persuade a potential buyer to make a
preliminary offer on a house, the buyer will feel committed to the purchase and hesitant
to walk-away, even if the “deal” changes (such as having to pay for repairs or closing
costs, etc.) This is representative of what social influence mechanism?
a. Reciprocity principle social influence
b. Low-ball technique
c. Foot-in-the-door-technique
d. Door-in-the-face-technique
e. The because heuristic
Torn’s great-grandfather, Charlie, carne from Germany last year, but quickly learned
about his new culture from his family and friends. Charlie was experiencing:
a. enculturation
b. cultural ethnocentrism
c. cultural stereotyping
d. creolization
e. acculturation
A comparison matrix is an reporting aid that helps consumers evaluate reviews of a
product by providing a Consumer Reports style brand-by-attribute matrix that makes
the decision for the customer as to which brand is best.
a. True
b. False
According to Maslow’s hierarchy of needs, needs that deal with self-esteem and
confidence is the highest order of need to be satisfied.
a. True
b. False
When consumers use a _______, they make tradeoffs between attributes and this
enables a good attribute to compensate for, or at least reduce concerns about, a bad
attribute.
a. information accuracy strategy
b. search efficiency method
c. risk aversion method
d. compensatory strategy
e. non-compensatory strategy
A consumer’s self-concept is comprised of what two dimensions?
a. Self-focus and self-location
b. Self-esteem and self-evaluation
c. Self-esteem and locus of control
d. Personality and locus of control
e. Self-concept and self-schema
According to your readings, people often employ several tactics to help manage
impressions and images that others have about them. Which of the following is not one
of those tactics?
a. Appearance management
b. Ingratiation
c. Aligning activities
d. Self-evaluation
e. All of the above are correct.
If a consumer likes pizza more than lasagna and likes lasagna more than spaghetti, then
it follows that the consumer must like pizza more than spaghetti too. This example is an
example of what concept?
a. Invariance principle
b. Transitive principle
c. Choice deferral principle
d. Domination principle
e. None of the above is correct.
Consumers very typically consider between 5 and 9 brands when making product
purchase decisions. What concept helps best explain why this is so?
a. Memory-based choice
b. Rationalization
c. Miller’s rule
d. The consideration set
e. None of the above is correct.