Google Analytics measures how many consumers were exposed to messages in
magazines and radio and the characteristics of those consumers.
Answer:
The reputation of the retailer who sells the product has a major influence on message
credibility.
Answer:
American Jews have higher levels of brand loyalty and word of mouth than non-Jews.
Answer:
Feel age, look age, do age and interest age are different dimensions of chronological
age.
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Among women, attention-getting comparative appeals produced inferences regarding
the ads’ manipulative intentions and reduced purchase likelihood.
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If samples are collected randomly from a population of interest, the results of
quantitative research can be generalized to larger populations.
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Data Aggregators are limited to data from cable companies and magazine subscriptions.
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Hispanics tend to be members of smaller families, and are more likely to live in an
extended family household.
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P$YCLE segments consumers based on the household’s lifestage class.
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Products are viewed in the same way in all countries.
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Husband-wife decision making appears to be independent of cultural influences.
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A product like Advil is usually purchased using an extensive problem-solving
decision-making process.
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Conformists often pick up slang expressions from others and start using them.
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Endorsers whose demographic characteristics are similar to the target audiences’ are
viewed as more credible and persuasive than those who do not.
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Technological fear includes fear of technical complexity, fear of rapid obsolescence,
fear of social rejection, and fear of physical harm.
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Marketers are able to change consumers’ personalities to conform to their products.
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Donor Greens do not care about wildlife or environmental issues, so they do not engage
in environmentally friendly behaviors or feel guilty about adversely impacting the
environment.
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When forming first impressions, the perceiver typically knows which stimuli are
relevant, important, or predictive of later behavior.
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For Generation X, enjoying life and having a lifestyle that provides freedom and
flexibility is more important than salary.
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Drawn from internal secondary data, customer lifetime value profiles include customer
acquisition costs, the profits generated from individual sales to each customer, the costs
of handling customers and their orders, and the expected duration of the relationship.
Answer:
The theory of differential decay suggests that one will dissociated the message from its
source over time, remembering only the message content but not its source.
Answer:
Within the context of the model of consumer decision making, a firm’s ________
activities are a direct attempt to reach, inform, and persuade consumers to buy and use
its products.
A) marketing mix
B) output
C) decision
D) input
E) sociocultural environment
Answer:
Consumer innovators are generally characterized by which of the following personality
traits?
A) open-minded and perceive less risk than others in trying new things
B) reserved and skeptical of marketing information
C) extraverted and risk averse
D) high in exhibition and reserved
E) extraverted and reserved
Answer:
When Procter and Gamble defines its business as “providing branded products and
services of quality and value that improve the lives of the world’s consumers,” they are
using a ________.
A) need-focused definition
B) product-oriented definition
C) motivation-oriented definition
D) personality-oriented definition
E) production-oriented definition
Answer:
Which of the following is NOT one of the uses of perceptual maps?
A) Show marketers how consumers perceive their brand in relation to the competition.
B) Show consumers how they should perceive a marketer’s brand in relation to the
competition.
C) Allow marketers to determine the direction for altering undesirable consumer
perceptions of a marketer’s brand.
D) Allow marketers to find gaps, in the form of “un-owned” perceptual positions, that
represent opportunities for new brands or products.
E) All of the above are uses of perceptual maps.
Answer:
Within cultural values, happiness and self-respect are examples of ________.
A) instrumental values
B) core values
C) cultural values
D) social values
E) terminal values
Answer:
A(n) ______________________ provides companionship, security, and opportunities to
discuss problems that an individual might be reluctant to discuss with family members.
A) friendship group
B) shopping group
C) virtual community
D) advocacy group
E) aspirational group
Answer:
The segment of global youth aged 14 to 24 that spreads word of mouth rapidly, values
passion, individuality and instant gratification, and prefers personalized brands like
Diesel and Adidas, is called ________.
A) in-crowd
B) pop mavericks
C) networked intelligentsia
D) thrill renegades
E) pop rebels
Answer:
By 2020, the middle class will grow to constitute over ________ of the world’s
population.
A) 50%
B) 60%
C) 70%
D) 75%
E) 80%
Answer:
________ portray consumers’ attitudes with regard to an attitude object as a function of
consumers’ perceptions and assessment of the key attributes or beliefs of that object.
A) Multiattribute attitude models
B) Functional models
C) Dual mediation models
D) Cognitive dissonance theories
E) Tricomponent attitude models
Answer:
List the reasons all segmentation plans include demographic data.
Answer:
In cases of ________, the consumer needs a great deal of information to establish a set
of criteria on which to judge specific brands and a correspondingly large amount of
information concerning each of the brands to be considered.
A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior
Answer:
Socialization is best described as ________.
A) a one-way process whereby adults socialize children
B) a one-way process whereby children socialize adults
C) a one-way process that occurs only during adolescence
D) a one-way process that occurs only during adulthood
E) a two-way process in which the young person is both socialized and influences those
who are doing the socializing
Answer:
________ are outcomes that consumers seek in order to fulfill their physiological and
psychological needs.
A) Broad-spectrum goals
B) Objective goals
C) Generic goals
D) Subjective goals
E) Product-oriented goals
Answer:
Which of the four disciplines that helps shape our understanding of consumer behavior
compares human societies’ culture and development?
A) psychology
B) sociology
C) anthropology
D) communication
E) economics
Answer:
A group of foodies that Nora has never met and only interacts with through online
websites and a Facebook group, where group members share recipes and
recommendations, is an example of a _______________________.
A) friendship group
B) shopping group
C) virtual community
D) advocacy group
E) aspirational group
Answer:
When Wendy’s advertising emphasizes that a combo meal can come with any of a
number of sides, not just fries, the company is appealing to American consumers’
preference for ________.
A) freedom
B) efficiency
C) progress
D) individualism
E) material comfort
Answer:
Which of the following is a way that marketers transmit information that allows
consumers to express shared cultural values?
A) magazines
B) virtual communities
C) blogs
D) Tweets
E) all of the above
Answer:
When Samsung incorporated twitter comments about the iPhone into its advertising
pitch, it was taking advantage of which facet of the interactive exchange?
A) the ability to get instant reactions to marketers’ messages
B) one-way communications
C) consumer-generated content
D) scanner panel data
E) technological innovations
Answer:
A(n) ________ group is one in which an individual is not likely to receive membership,
despite acting like a member by adopting the group’s values, attitudes, and behavior.
A) comparative
B) normative
C) membership
D) informal
E) symbolic
Answer:
Which of the following is NOT an implication of the JND for logos?
A) Marketers usually make numerous small changes.
B) Marketers minimize noticeable changes to maintain consumer recognition.
C) Marketers who make dramatic changes to logos may anger customers.
D) Marketers who crossed the differential threshold have chosen to return to their
original logos.
E) Marketers should always try to cross the JND and make dramatic changes.
Answer:
Which of the following tracks the degree of attention paid to the components of viewed
advertisements through monitoring electrical impulses produced by the viewer’s brain?
A) Facial EMG
B) brain wave analysis
C) eye-tracking
D) attitudinal measures
E) UPC codes
Answer:
The personal cultural orientation that questions whether a person’s social status reflects
his or her place in the society and whether it is important for everyone to know their
rightful place in society is ________.
A) Risk Aversion
B) Interdependence
C) Power
D) Social Inequality
E) Masculinity
Answer:
RYAN’S RUNNERS MINI CASE: Ryan wants to open a store that caters to athletes, but,
due to space and budgetary constraints, he recognizes that he will not be able to offer
the same variety and selection of products as does the local athletic mega-store, so he
has decided to focus specifically on runners. He stocks shoes and related gear for
runners, and maintains a staff that is knowledgeable and enthusiastic about running.
Ryan’s advertising campaign emphasizes his store’s high standard of customer service
and selection of products specifically tailored to meet the needs of the runner.
In the RYAN’S RUNNERS MINI CASE, Ryan decides to focus his attention on that
segment of the market that is interested in running. This selection of a specific market
segment is known as ________.
A) social marketing
B) market targeting
C) product placement
D) market segmentation
E) product positioning
Answer:
Online companies create a ________: consumers gain information that turns them into
sophisticated customers, opportunities to customize products easily, and entertainment
content; marketers gain information about consumers that allows them to be more
efficient and precise when marketing their products.
A) value vacuum
B) one-sided transaction
C) click-to-buy culture
D) divestment opportunity
E) value exchange
Answer:
Consumer research using Karen Horney’s CAD theory found that ________
personalities were less likely to be brand loyal and more likely to try different brands.
A) submissive
B) aggressive
C) detached
D) compliant
E) subversive
Answer:
FAST FOOD MINI CASE: Speedy Taco is a tex-mex fast food chain that keeps costs
down by only serving its food through drive-through windows. In response to increasing
concern about obesity in America, Speedy Taco introduced the Speedy Chicken, a
grilled chicken taco, as a healthy alternative to its tasty all-beef Speedy Taco. In
addition to chicken and beef tacos, Speedy’s menu also includes Speedy Burritos and
Speedy Mexican Pizzas. Hoping to capitalize on the popularity of the Speedy brand,
Continental Foods pays a fee to Speedy Taco in return for the ability to put the Speedy
name on its line of salsa and tortilla chips sold to consumers through grocery stores. To
entice consumers to try its salsa and chips, Continental Foods set up sampling booths
at the front of the chip-and-dip aisles at grocery stores nationwide. Consumers that
sampled the chips and salsa were given coupons toward the purchase of Continental
Foods’ Speedy Salsa and Speedy Tortilla Chips. Continental also printed a discount
coupon for salsa on the back of every bag of tortilla chips.
In the FAST FOOD MINI CASE, Continental Foods’ launch strategy for its new salsa
and tortilla chip lines is an example of ________.
A) vicarious learning
B) shaping
C) passive learning
D) massed learning
E) positioning
Answer:
When consumers are willing to exert the effort to comprehend, learn, or evaluate the
available information about the attitude object, learning and attitude change occur via
the ________ to persuasion.
A) central route
B) celebrity endorsement
C) peripheral route
D) functional approach
E) dual mediation model
Answer:
When measuring the demographics of a site’s visitors, marketers are likely to be
concerned with ________.
A) examining how the target audience navigates around the site
B) examining which demographic profiles have the most engagement
C) evaluating whether content is a good match with users and whether it converts many
into buyers
D) determining how to improve the sell rate and reduce the cost per impression
E) all of the above
Answer:
When Chandler, one of the characters on the television show Friends, drank YooHoo
chocolate flavored beverage, it was an example of ________.
A) interactive television(iTV)
B) out of home media
C) webisodes
D) product placement
E) advergames
Answer:
The ________ is the most popular form of attitude scale because it is easy for
researchers to prepare and to interpret, and simple for consumers to answer.
A) semantic differential scale
B) Likert scale
C) customer value profile
D) behavior intention scale
E) rank-order scale
Answer:
ECOLITE MINI CASE: Ecolite is a new manufacturer of compact cars that run
exclusively on battery power and require no fossil fuels. Its advertising focuses on the
amount of carbon emissions that the Ecolite driver will avoid emitting compared to
comparable compact cars, and the positive impact that will have on the environment.
Ecolite has also put together a SuperGreen add-on package that includes additional
interior features, a portion of the proceeds of which are donated to the Arbor Day
Foundation. Ecolite has decided to advertise its new vehicle by offering them to car
rental agencies at a discounted price to enable people to drive the cars risk free and to
get them seen on the street. Ecolite has also provided vehicles to a popular television
show about models so the models will be seen driving the vehicles on the television
show and hired actors to pose as product users to provide information about the car as
they drive it around.
In the ECOLITE MINI CASE, Ecolite’s decision to provide the cars to models on a
television show so they will be seen driving the cars is an example of ________.
A) advertainment
B) urgent ad-formation
C) posers
D) product placement
E) advertorials
Answer:
________ include written concept statements, drawings, photos of new products, actual
product samples, and rough renditions of ads that help respondents express their inner
thoughts and encourage a more precise or accurate response to what is being
investigated.
A) Cluster samples
B) Complaint analyses
C) Consumer panels
D) Stimulus materials
E) Mystery shops
Answer:
The ________ model includes three components: input, process, and output.
A) consumer decision-making
B) routinized response
C) family branding
D) impulse purchase
E) consumer complexity
Answer: