In China, Cadbury Schweppes makes its Cadbury milk chocolate less
milky and less sweet than in North American markets. This reflects paying attention to
a: a. ritual.
b. superstition.
c. food culture.
d. implicit belief.
Answer:
Within each culture, there are usually beliefs or a set of underlying goals most people
agree are important. Values that can be thought of as desired end states or goals for both
individuals and their society are termed:
a. terminal values.
b. behaviour objective values.
c. instrumental values.
d. means-end values.
e. self-actualization values.
Answer:
In memory, energy spreads across nodes of varying levels of abstraction. This process is
called:
a. cognitive transfer.
b. need-cue memory recall.
c. node transfer.
d. spreading activation
Answer:
Through research, the makers of Toblerone chocolate bars have identified a segment
that prefers to buy a 30-gram bar rather than their 100+ gram bars. This segment is most
likely:
a. very worried about what others think.
b. low in self-esteem.
c. older and married.
d. younger and single.
Answer:
Hirosi ordered the expensive “heart attack special” at his local pub. It came with a full
pound of hamburger and a full bucket of fries. Halfway through the meal, Hirosi was
not feeling well. Yet according to the sunk-cost fallacy,Hirosi will continue until he has
finished the “special.”
a. True
b. False
Answer:
Conspicuous waste is the opposite of conspicuous consumption because one is aimed at
showing how important a person’s wealth is, and the other is aimed at showing how
unimportant his or her wealth is.
a. True
b. False
Answer:
Rodney wants to know which brand of insecticide to buy, so he asks for brand
evaluations from various professionals, experts, people who work with insecticides,
even independent testing agencies which have seals of approval. Which kind of
reference group influence would result?
a. informational influence
b. utilitarian influence
c. value-expressive influence
d. social influence
Answer:
Using products as a “social crutch” is explained by the symbolic self-completion theory.
a. True
b. False
Answer:
Sensory inputs is another term for:
a. the perceptual process.
b. psychological factors.
c. jingles.
d. external stimuli.
Answer:
Small informal groups exert minimal influence on individual consumers.
a. True
b. False
Answer:
Frank Simms has decided to use Yoda (i.e., Star Wars wise man character) to promote a
new model of a notebook computer. Frank knows that many marketing messages use
characters to convince people about the merits of products. Frank has decided to use the
technique to his advantage. Upon which of the following psychologist’s ideas has Frank
based his advertising strategy?
a. Karen Horney
b. Sigmund Freud
c. Carl Jung
d. Alfred Adler
Answer:
________ describes a consistent pattern whereby consumers buy the same brand just
about every time they go to the store, out of habit, merely because it takes less effort.
a. Laziness
b. Inertia
c. Sloth
d. Ritual shopping
Answer:
In terms of eating meat and fruit, gender preferences are basically the same.
a. True
b. False
Answer:
The likelihood that someone will join your reference group is enhanced if the person
does not have propinquity to you.
a. True
b. False
Answer:
Rituals are much more likely to be practiced in primitive societies than in modern ones.
a. True
b. False
Answer:
The three Freudian systems are the:
a. id, psyche, superego.
b. identification, ego, superego.
c. subconscious, ego, id.
d. id, ego, superego.
Answer:
Dogs can hear sounds of far higher frequency than humans can. The differential
threshold refers to the difference between what two organisms, such as a person and a
dog, can detect through the same sensory channel.
a. True
b. False
Answer:
Samuel would like to use occupational prestige to measure social class, but his study is
international, and the prestige of occupations changes from one culture to the next.
a. True
b. False
Answer:
When the marketer communicates information about what others believe the consumer
should do, a _________________ is being communicated.
a. consistency motive
b. descriptive norm
c. affiliation goal
d. injunctive norm
Answer:
Because marketing is universal, companies that market products across subcultural
groups have found that there is little advantage to hiring members of the subcultures to
help prepare promotions.
a. True
b. False
Answer:
Proponents of the ________ argue that consumers are an active, goal-oriented audience
that draws on media as a resource to satisfy needs (rather than passive receivers’ of
messages).
a. communications interactions theory
b. interactions theory
c. active receptacles theory
d. uses and gratification theory
Answer:
Which of the following is not true regarding men and their hair?
a. Men are secretive about dyeing their hair.
b. Men are more vain abut their hair than women.
c. Men openly talk about their hair.
d. Men are more prone to baldness than women.
Answer:
Donalda was stopped in the mall by a market researcher, who asked her what ads she
had seen on TV the evening before. This is an example of:
a. recognition tests.
b. short-term memory test.
c. free recall tests.
d. observational learning test.
Answer:
The majority of people do eventually move on to the top level of self-actualization
needs.
a. True
b. False
Answer:
Jung believed that we are a product of past experiences.
a. True
b. False
Answer:
We grant a certain latitude towards acceptance or rejection of new ideas about an object
for which we already hold an opinion. The tendency to characterize ideas falling in the
area of rejection as farther from our position than they actually are results in a/an
________ effect.
a. assimilation
b. contrast
c. distortion
d. dissonance
Answer:
The total fertility rate is the average number of children that would be born per
woman if all womenlived to the end of their childbearing years and bore children
according to a given fertility
rate at each age.
a. True
b. False
Answer:
When Volvo attempted to revamp its brand image by signing an endorsement deal with
NBA player Jeremy Lin, they were focusing on:
a. marketing mix.
b. product icons.
c. positioning.
d. repositioning.
Answer:
Anton moved away from home at fifteen to play advanced hockey. At seventeen, he is
feeling like he is missing a huge part of his life and wants to go back home. This
reflects a/an ________ theme of conflict.
a. autonomy
b. belonging
c. idealism
d. narcissism
Answer:
One of the principles of psychophysics is that changes in the physical environment are
not always matched by equal changes perceptually. If Madison Wilson were changing
an old drink by making it sweeter, what would psychophysics tell her?
a. She could make the drink twice as sweet by adding twice the amount of sugar.
b. She would need to research how the perception of “sweetness” changed by the
amount of sugar added.
c. She would need to create promotions to tell customers how “sweet” the new drink is.
d. She would need to understand how people interpret the word “sweet.”
Answer:
Measuring social class within marketing research has been hampered by a major
limitation of the available measures. Most social class instruments are ________.
a. based too much on income to be valuable in marketing.
b. badly dated and not as valid today as they once were.
c. based on education, which has not been shown to influence consumer behaviour.
d. biased toward sociological variables that have nothing to do with marketing.
Answer:
The concept of ___________ is based on building strong customer service experiences
with loyal customers in ways that foster a continued relationship over time.
a. relationship marketing
b. database management
c. customer co-creation
d. retention marketing
Answer:
When we respond to internal events, behavioural learning has occurred.
a. True
b. False
Answer: