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According to your readings, in a recent study of online retailers by BizRate.com, it was
found that online business success depends on the brand being sold, the number of
products sold by thee-tailer, and the quickness with which consumers could navigate the
web site.
a. True
b. False
Assuming a celebrity likes and uses a brand he/she endorses is known at the halo effect.
a. True
b. False
Which term below refers to the statistical study of human populations?
a. demography
b. psychographies
c. sociology
d. psychology
Which of the following is not a reason that people engage in impression management?
a. To make people like them
b. To gain respect
c. To generate fear
d. To encourage pity
e. To discourage attention
Buzz marketing is a general term, encompassing any type of campaign designed at
generating word-of-mouth.
a. True
b. False
Descriptive beliefs, informational beliefs, and inferential beliefs are all major types of
beliefs discussed in your readings.
a. True
b. False
The mere exposure effect is most closely associated with what social influence
principle?
a. Authority
b. Liking
c. Social validation
d. Automaticity
e. None of the above is correct.
Thinking about a concept activates that concept in memory. Once a concept is activated,
it influences how consumer think about subsequent concepts. This is called:
a. proactive associative interference
b. a priming effect
c. thin slice theory
d. the adaptive unconscious
e. a disruption effect
When a character uses a brand in television show, this is called product interaction.
a. True
b. False
Which of the following behaviors does not benefit from our adaptive unconscious?
a. Walking
b. Driving
c. Eating
d. Climbing stairs
e.All of the above benefit from our adaptive unconscious.
_____ usually consist of 6 to 12 people involved in a discussion led by a facilitator who
monitors and guides the group discussion.
a. In-depth interviews
b. Observational studies
c. Experiments
d. Group studies
e. None of the above is correct
A person who is low in need for humor will be indifferent to the level of humor in an
advertisement.
a. True
b. False
Consumer generated advertising is usually cheaper to produce than traditional
advertising.
a. True
b. False
The even-a-penny technique is equally effective in face-to-face and telemarketing
contexts.
a. True
b. False
Attitudes are always based on beliefs.
a. True
b. False
Which of the following is the fourth-level need, according to Maslow's hierarchy of
needs?
a. Physiological
b. Social
c. Safety
d. Self-esteem
e. Self-actualization
To truly be considered consumer word-of-mouth, it must be the result of a buzz
marketing technique.
a. True
b. False
When a marketer labels a product as a "best seller" or tells prospective buyers that
"everyone is buying this product," the marketer is trying to trigger:
a. commitment and consistency
b. diffusion of responsibility
c. descriptive norms
d. affrrrnation of the consequent
e. injunctive norms
