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Which generation was the first to gain a very broad view of a family, which may
include parents, siblings, stepparents, half-siblings, close friends, live-in lovers, and
others?
A. Depression generation
B. baby boom generation
C. Generation X
D. Generation Y
E. Millennials
Which is a product or service that often needs modification when targeting gay
consumers?
A. financial services
B. automobiles
C. furniture
D. interior decorating
E. all of the above
Ralph is very prompt. If he says he will be there at 10:00 a.m., he will be there exactly
at that time. Furthermore, he will not begin another task until he is completely done
with the one he is currently working on. Which time perspective does Ralph have?
A. polychronic
B. monochronic
C. linear
D. parallel
E. priority
Sam is a healthy 75 year old man. He is a retired attorney, has a substantial retirement
income, and is a member of several social groups that travel, help others, and encourage
life-long learning. Which of the following is most likely true about Sam?
A. Sam's cognitive age is less than 75.
B. Sam's cognitive age is 75.
C. Sam's cognitive age is greater than 75.
D. Sam's cognitive age is 50.
E. Sam's cognitive age is 85.
_____ refers to the degree to which people accept inequality in power, authority, status,
and wealth as natural or inherent in society.
A. Cooperation
B. Power distance
C. Collectivism
D. Individualism
E. Status
_____ continue to buy the same brand though they do not have an emotional attachment
to it.
A. Repeat purchasers
B. Brand loyals
C. Committed customers
D. Satisfied buyers
E. Referred buyers
Which of the following can be a component of a multiattribute model?
A. a consumer's attitude toward a particular brand
B. a consumer's belief about how a brand performs on a given attribute
C. the importance the consumer attaches to an attribute
D. a consumer's ideal level of performance on an attribute
E. all of the above
One's perceived age, a part of one's self-concept, is known as _____.
A. felt age
B. real age
C. cognitive age
D. perceptual age
E. chronological age
Which of the following is true regarding value-expressive versus utilitarian appeals?
A. Utilitarian appeals attempt to build a personality for the product or create an image
of the product user.
B. Utilitarian appeals are most effective for functional products.
C. Products serve either a utilitarian purpose or a value-expressive purpose but not both.
D. For value-expressive products, banner ads on websites serve primarily to transport
consumers to the more detailed target ads or sites.
E. all of the above
A consumer's tendency to initially react to a new product as though it were the same as
similar existing products is most likely to be based on a need _____.
A. for modeling
B. for assertion
C. for consistency
D. to categorize
E. none of the above
Which of the following is used to understand a consumer's cognitive component of
attitude?
A. attribution theory
B. cognitive dissonance theory
C. multiattribute attitude model
D. attitude consistency theory
E. attitude perception model
Which social class has low incomes and minimal education, may be unemployed for
long periods of time, and is the major recipient of government support and services
provided by non-profit organizations?
A. lower-lower class
B. upper-lower class
C. working class
D. lower-middle class
E. middle class
In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered
_____ motives.
A. safety
B. self-actualization
C. physiological
D. belongingness
E. esteem
_____ represents generally accepted ways of behaving in social situations.
A. Guanxi
B. Etiquette
C. Demographics
D. Culture
E. Monochronism
Which of the following do marketers need to be concerned about with respect to using
celebrities as company spokespersons?
A. overexposure of the celebrity
B. negative behavior involving the spokesperson
C. image of the celebrity does not match the image of the product or brand
D. a and b
E. a, b, and c
Which of the following is an individual factor that can influence attitude change?
A. program context
B. level of viewer distraction
C. buying occasion
D. consumer knowledge
E. all of the above
Given the following minimum standards (cutoff points) Price = 3, Quality = 4, and Ease
of use = 3, which of the following computers would be chosen using the conjunctive
decision rule?
A. Dell
B. NEC
C. Compaq
D. There's not enough information to decide.
E. None of the above computers would be chosen. The conjunctive decision rule
establishes minimum required performance standards for each evaluative criterion and
selects the first or all brands that meet or exceed these minimum standards.
What is the basic consumption unit for most consumer goods?
A. organization
B. household
C. individual
D. husband
E. wife
