Incidental learning occurs after a very concentrated search for information.
Answer:
An index is a sign that connects to a product because they share some property.
Answer:
Ideal beauty refers to a consumer’s subjective evaluation of his/her physical appearance.
Answer:
The fact that people often buy products not for what the products do but for what they
mean implies that a product’s basic function is unimportant.
Answer:
Janet was very orderly around her apartment. Everything in her apartment was always
very neat and clean. At a public park, Janet took some trash out of her car and threw it
toward a trash container. Some of it fell on the ground. Janet just shrugged and said,
“The trash guys will get it,” and drove off. This is an example of deindividuation.
Answer:
Episodic memories are likely to become part of a person’s long-term memory.
Answer:
Izzy Jones just bought a classic “muscle car” and can hardly wait to cruise the streets
and blow away anyone who thinks they have a faster car. Izzy is exhibiting the need for
uniqueness with his behavior and purchase of the car.
Answer:
Maslow’s hierarchy of needs implies that the order of needs is fixed.
Answer:
Conducting motivational research tends to be less expensive than conducting a
large-scale, quantitative survey because interviewing and data-processing costs are
relatively minimal.
Answer:
Global consumer culture and popular culture are interchangeable terms.
Answer:
Special military groups like Navy Seals require conformity to an extreme level. This is
created by establishing an extreme fear of deviance.
Answer:
The experiential perspective stresses the importance of learning in decision-making.
Answer:
A mother, a father, and one or more children are considered an extended family.
Answer:
The fact that some customers will pay three to four times as much as others to fly first
class, even though the plane arrives at the same time for every passenger, demonstrates
the importance of both the social and physical surroundings in the marketplace.
Answer:
The prestige of occupations varies dramatically from one culture to the next.
Answer:
Conditioning effects are more likely to occur after the conditioned and unconditioned
stimuli have been paired a number of times.
Answer:
George Katona is credited with creating the social class system still used in consumer
behavior.
Answer:
The degree to which a person is willing to expend energy to reach one goal as opposed
to another reflects his or her underlying motivation to attain that goal.
Answer:
Motivational research is based on the trait theory of personality.
Answer:
Double-Dip makes ice cream. The only advantage Double-Dip has over its competitors
is taste. Double-Dip costs more and has more calories per unit weight. Promotions for
Double-Dip should emphasize the experiential hierarchy of the ABC model of attitudes.
Answer:
Cachet perfume focuses on appealing to a consumer’s need for uniqueness if it uses an
advertisement claiming that the perfume is “as individual as you are.”
Answer:
The two-factor theory suggests that there is no limit to the optimal number of
repetitions for a message.
Answer:
The worldwide popularity of McDonald’s suggests that there is a global consumer
culture that unites people around the world by their common devotion to brands.
Answer:
A want is the particular form of consumption used to restore homeostasis.
Answer:
A membership reference group comprises idealized figures such as successful business
people, athletes, or performers.
Answer:
On Breaking Bad. the popular television drama, the fictional Los Pollos Hermanos is a
popular fast-food chain. Many Breaking Bad web sites now sell items bearing the Los
Pollos Hermanos name and logo. This is an example of hyperreality.
Answer:
The salience of a brand refers to its degree of pricing flexibility.
Answer:
The success of a positioning strategy depends on the marketer’s ability to convince the
consumer to consider its product within a given category.
Answer:
Social stratification refers to the creation of artificial divisions in a society.
Answer:
Motivation explains the strength of behavior, but not its direction.
Answer:
Groups maintain fundamental standards of conduct through normative influence.
Answer:
According to the VAL system, consumers that have strong principles and favor brands
are considered ________.
A) strivers
B) makers
C) strugglers
D) believers
Answer:
Rick Tuan has a unique problem. He must persuade a good friend to stop smoking. He
knows that if he just says “Quit,” his message will be rejected. Instead, Rick chooses to
offer a ________ message in which he presents the positives and negatives of quitting
smoking. He feels sure that his approach will have a greater likelihood of success with
his friend.
A) supportive
B) low-involvement
C) two-sided
D) refutational
Answer:
Grooming rituals express two kinds of binary opposition: private/public and ________.
A) work/leisure
B) self/others
C) pride/modesty
D) innocence/experience
Answer:
When the ego tries to balance opposing forces, it uses the ________.
A) super ego
B) reality principle
C) related principle
D) id
Answer:
________ memories relate to events that are personally relevant; therefore, a person’s
motivation to retain these memories will likely be strong.
A) Sensory
B) Episodic
C) Primary
D) Elaborative
Answer:
A(n) ________ is a person who identifies a need or desire, makes a purchase, and then
disposes of a product.
A) marketer
B) consumer
C) influencer
D) content generator
Answer:
Consumers who refuse to sacrifice style, but achieve it on a budget are called
________.
A) frugalistas
B) the mass class
C) the nouveau rich
D) social consumers
Answer:
The aspect of a cultural system which describes the mental characteristics of a people
and the way they relate to their environment and social groups is known as ________.
A) ecology
B) social structure
C) ideology
D) anthropology
Answer:
________ is the promotional strategy that involves select consumers altering some
aspects of their selves to advertise for a branded product.
A) Halo effect
B) Identity marketing
C) Impression management
D) Self-extension
Answer:
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 recognition
Answer:
Evan was an aggressive, rich, and determined businessman originally from a working
class family. He had become wealthier than he had ever imagined by buying and selling
other businesses. Evan seemingly could do anything until he tried a hostile takeover of
an established bank owned by several prestigious families. When his bid failed, Evan
said “I always knew there was an elite, but up to now I thought I was part of it.” What
type of capital was Evan lacking?
A) Economic
B) Cultural
C) Psychological
D) Sociological
Answer:
Jim Smith thinks he should be more outgoing. He is looking at his ________.
A) ideal self
B) self-concept
C) looking-glass self
D) self-esteem
Answer:
Fashion refers to ________.
A) a particular combination of attributes within style
B) the process of social diffusion by which style is adopted by consumers
C) being positively evaluated by some reference group
D) the norm
Answer:
________ consumption occurs with objects and events that are considered to be
ordinary and everyday.
A) Profane
B) Sacred
C) Objectified
D) Ritualized
Answer:
The Pillsbury Doughboy and the Jolly Green Giant are examples of ________.
A) branded people
B) brand personalities
C) brand positioning
D) brand arrogance
Answer:
Which buying decision situation has the highest level of risk and the most buyers
involved in the process?
A) New task
B) Straight rebuy
C) Modified rebuy
D) Innovative rebuy
Answer:
Fred Johnson has worked hard all of his life to make a decent living for himself and his
family. However, in recent years he has become obsessed with a fear of being ruined,
either because of losing his job or losing all of his savings. According to clinical
psychologists, Fred Johnson’s fear of being ruined is equated to ________.
A) atephobia
B) harpaxophia
C) peniaphobia
D) aurophobia
Answer:
Which of the following is the study of the processes involved when individuals or
groups select, purchase, use, or dispose of products, services, ideas, or experiences to
satisfy needs and desires?
A) Lifestyle marketing
B) Role theory
C) Consumer behavior
D) Marketing research
Answer:
________ uncovers consumer’s associations between specific attributes and the general
consequences.
A) List of values scale
B) Laddering
C) Means-end-chain model
D) Terminal value
Answer:
Market access can be limited due to ________.
A) disabilities
B) media literacy
C) food desert
D) all of the above
Answer:
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
Answer:
A reason why consumers conform is ________.
A) cultural pressures
B) fear of deviance
C) commitment
D) all of the above
Answer:
Blue-collar workers with relatively high-prestige jobs consider themselves as
________.
A) upper middle class
B) working class lower middle
C) upper lower class
D) lower lower class
Answer:
An advertiser that uses its Web site to attract consumers classified as Innovators,
Achievers, and Experiencers most likely uses the ________ segmentation system?
A) BrandAsset Archetypes
B) VALS2™
C) RISC
D) PRIZM NE
Answer:
Freedom, youthfulness, achievement, and materialism are characterized as U.S.
________.
A) core values
B) belief systems
C) value systems
D) coercive norms
Answer:
Movie and restaurant reviewers, magazine editors, retail buyers and DJ’s are considered
________ because they filter information.
A) laggards
B) gatekeepers
C) early adopters
D) innovators
Answer:
In a speech at a research conference, a computer expert stated that shopping centers
would become obsolete in the future. He believed that because everything could be
bought online and delivered directly to the home of a customer, there would be no need
for physical shopping areas in the future. A psychologist disagreed and stated that this
concept of the future violated a basic human need. What need did the computer expert
ignore, according to the psychologist?
A) The need for power
B) The need for uniqueness
C) The need for affiliation
D) The need for safety
Answer:
Which of the following is NOT a category in the buyclass theory of purchasing?
A) Straight rebuy
B) Innovative rebuy
C) Modified rebuy
D) New task
Answer:
Stimulus generalization refers to ________.
A) the tendency for stimuli to be similar in nature
B) the fact that most conditioned stimuli are similar to unconditioned stimuli
C) the tendency of stimuli similar to a conditioned stimulus to evoke similar,
conditioned responses
D) the tendency for extinction to occur when an unconditioned stimulus does not follow
a stimulus similar to a conditioned stimulus
Answer:
Young teenage girls are very heavy users of makeup (especially eye shadow). Though
the size of this market is smaller than the larger adult market, marketers have learned
that the consumption pattern is very heavy and these young women experiment with
many varieties of products. This market most closely resembles which of the following
principles?
A) The 80/20 principle
B) The pyramid principle
C) The derived demand principle
D) The surrogate buyer principle
Answer:
Prostitutes and organ, blood, and hair donors are examples of consumed consumers.
Explain.
Answer:
What did Freud mean when he said, “Sometimes a cigar is just a cigar”?
Answer:
Gradually changing the package of a product that depends heavily on brand loyalty can
be successful if each change is minor. Over the course of a year or more the package
may change totally in appearance without offending or confusing brand loyal
customers. What factors contribute to forgetting to allow this marketing strategy?
Answer:
Explain the term “affect.”
Answer:
According to exchange theory, what might occur if a salesperson interacts with an
assertive consumer?
Answer:
Describe each component of the ABC model.
Answer:
If you are unhappy with a product or service, what are your three possible courses of
action?
Answer:
Many people assume that personality must be related to consumer behavior. Knowing a
customer’s personality profile should help predict what she or he will buy, and how
decisions will be made in the marketplace. Researchers, however, have been frustrated
in their search for a unified theory of personality that would explain consumer behavior.
Use trait theory to explain why this is so.
Answer:
Explain the concept of ‘social comparison.”
Answer:
Define co-optation. Give an illustration of the concept and demonstrate how it applies
to the movement of meanings as shown in the text.
Answer:
Explain and give a brief example of symbolic self-completion theory.
Answer:
When Ford says that “Quality is Job #1” they are practicing a positioning strategy.
Explain positioning.
Answer:
Evaluate the effectiveness of subliminal persuasion and messages in marketing. Be sure
to demonstrate your knowledge of the evidence about the success of the technique as
presented in the text.
Answer:
Explain the three key legislative acts affecting consumers.
Answer:
List and explain the three stages of memory.
Answer:
Differentiate between the terms “learning” and “incidental learning.”
Answer:
What is the difference between sensation and perception?
Answer:
Explain the 3 systems of Freud’s personality theory.
Answer:
Describe the concept of brand personality.
Answer:
Explain what is meant by compulsive consumption.
Answer: