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When consumers use a non-compensatory strategy, they don't make tradeoffs across
attributes, and a bad attribute usually leads to the rejection of an alternative.
a. True
b. False
Instagram is categorized as a search engine.
a. True
b. False
_____ occurs when the product performs as good as consumers expected.
a. Post-consumption evaluation
b. Satisfaction
c. Dissatisfaction
d. Post-purchase regret
e. Cognitive dissonance
The pre-depression generation is sometimes called the______.
a. Silent generation
b. GI generation
c. Breakfast club
d. Baby boomers
The _______is the tendency to not give up a product or service because a significant
amount of time, money, or effort has already been invested in it.
a. sunk cost effect
b. endowment effect
c. compatibility principle
d. brand positivity effect
e. choice deferral effect
According to the framing effect, when people think of decisions in terms of positive
outcomes, they are risk averse.
a. True
b. False
Joe is trying to decide where to eat dinner tonight. He considers the local restaurant
around the comer from his apartment, and recalls that the last time he ate there, the
service was poor and the food was cold when it arrived. He figures the chances of bad
service again tonight are high so he decides to go somewhere else. What heuristic is Joe
engaging in?
a. Representativeness heuristic
b. Availability Heuristic
c. Lexicographic Heuristic
d. The Price/Quality Heuristic
e. The Anchoring-and-Adjustment Heuristic
Which of following statements about attribute-based versus attitude-based choice is
false?
a. In attitude-based choice, people make choices based on overall evaluations of brands.
b. Attribute information is typically more accessible than attitude information, which
means the information is easier to recall.
c. Attribute-based choice is often preferred when brands are very similar overall.
d. Attribute information is considered more diagnostic than attitude information.
(Diagnostic means that the information is relevant to distinguishing between choices.)
e. Attitude-based choice can only happen if a brand attitude exists.
We are born with all of our automatic mental processes.
a. True
b. False
A market segment must have more than one person.
a. True
b. False
Market aggregation is the process of dividing the large and diverse market into subsets
of consumers who share common needs, characteristics, or behaviors.
a. True
b. False
Which of the following about automatic impulse purchasing is false?
a. Impulse purchases are usually made with little or no conscious thought.
b. Impulse buys are usually made without intention.
c. Grocery shoppers are more likely to impulse purchase when they are hungry.
d. Automatic information processing may influence feelings, but does not account for
impulse purchases because another process is at work.
e.Impulse purchases are less likely when the consumer has as hopping list.
According to research, distraction reduces familiarity effects.
a. True
b. False
If a consumer believe that Sony televisions are high quality, he/she may conclude that
Sony DVD players are similarly high in quality. This is most clearly an example of
what type of heuristic?
a. Additive-difference heuristic
b. Attraction effect
c. Representativeness heuristic
d. Price-quality heuristic
e. Simulation heuristic
Linguists divide the study of verbal language into four categories including all of the
following areas with which
exception?
a. Phonology
b. Semantics
c. Morphology
d. Syntax
e. Inflection
Studying how consumers decide to buy products is a good defmition of consumer
behavior.
a. True
b. False
According to your readings, forming implementation intentions can increase product
usage.
a. True
b. False
People are usually very good at interpreting their own emotions.
a. True
b. False
As the number of brands in the consideration set increased, the chance of our brand
being chosen decreases.
a. True
b. False
