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A message presented so fast or so softly or so masked by other messages that one is not
aware of seeing or hearing it is called a(n) _____ stimulus.
A. subversive
B. sublingual
C. lateralized
D. subliminal
E. unfocused
Eric was in the store and started looking at riding lawn mowers. He didn't come to this
store for the purpose of purchasing one, but he started considering it once he was there.
However, he did not purchase one on that trip. Instead he went to other stores to look at
their mowers, he asked his neighbor and his brother-in-law about their mowers, and he
searched the Internet before he decided on the brand to purchase. Which type of
decision making did Eric undertake?
A. automatic decision making
B. limited decision making
C. nominal decision making
D. extended decision making
E. truncated decision making
_____ involves tracking consumer click patterns on a website and using that
information to decide on banner ad placement.
A. Click-through targeting
B. Search engine optimization
C. Bot software
D. Behavioral targeting
E. Spam
Which of the following is a family purchase role?
A. initiator
B. information gatherer
C. user
D. purchaser
E. all of the above
The costs of finding, evaluating, and adopting another solution are known as _____.
A. incurred costs
B. switching costs
C. effort costs
D. balancing costs
E. committed costs
Which of the following statements is true regarding active and inactive consumer
problems?
A. Active problems require the marketer only to convince consumers that its brand is
the superior solution.
B. Active and inactive problems do not require different marketing strategies.
C. An active problem is one of which the consumer is not aware.
D. Even though a consumer is aware of it, an inactive problem is one that he or she has
no desire to rectify.
E. Active problems are more serious than inactive ones.
Which side of the brain deals with pictorial, geometric, timeless, and nonverbal
information without the individual being able to verbally report it?
A. right
B. left
C. front
D. back
E. top
Self-image congruity really doesn't matter much to Sam, particularly because he doesn't
usually consider the opinions of others or their feelings when he acts. Sam would be
described as a(n) _____.
A. independent
B. thinker
C. high self-monitor
D. low self-monitor
E. conspicuous consumer
John is a salesman and gave one of his customers an expensive watch. Which of the
following is the most likely reason John gave this gift?
A. social expectations
B. it is a ritualized consumption experience
C. to elicit a return favor
D. it is a business requirement
E. as an expression of loving and caring
James is interested in just about any type of electronic equipment, such as digital video
recorders, computers, MP3 players, and digital cameras. He subscribes to several
magazines devoted to these types of products, and he visits several different websites to
learn more about these products. Which individual factor affecting attention is
influencing James to attend to information about these products?
A. ability
B. information quantity
C. interestingness
D. expectations
E. motivation
Speed of service and convenient location are criteria Jake considers when deciding at
which restaurant to eat lunch during a work day. However, when he and his wife go out
for a romantic dinner, the ambiance and quality of the food are more important. Which
factor is influencing the importance he places of various criteria?
A. usage situation
B. competitive context
C. advertising effects
D. experience
E. social influences
Caleb learned from his parents that littering was bad, so when he sees someone doing it,
he forms an unfavorable impression of that person. Caleb's learned predisposition to
dislike someone who litters represents his _____.
A. emotion
B. personality
C. attitude
D. orientation
E. intelligence
Valerie and her family are members of the Baptist Church. They have accepted the
Baptist Church's values as their own and behave in a manner consistent with the
Church's values because their values and the Church's values are the same. Which type
of influence does the Church possess with respect to Valerie and her family?
A. informational
B. exemplary
C. identification
D. utilitarian
E. affective
The segment of mobile phone users who are younger, grew up with cell phones, and
find a cell phone central to life is known as _____.
A. Mobirati
B. Mobile Professionals
C. Social Connectors
D. Pragmatic Adopters
E. Basic Planners
The source of a communication represents _____.
A. "how" a message is communicated
B. "who" delivers the message
C. the "what" of the message
D. the "when" of the message
E. the "where" of the message
Jamie is developing a thorough understanding of his company's own capabilities, the
capabilities of current and future competitors, the consumption process of potential
customers, and the economic, physical, and technological environment in which these
elements interact. Which step in the marketing strategy process is Jamie performing?
A. setting objectives
B. segmenting the market
C. conducting a market analysis
D. assessing the outcomes
E. targeting the market
Nouveaux riches are most commonly associated with the _____.
A. upper-middle class
B. middle class
C. lower-upper class
D. upper-upper class
E. none of the above
Which of the following statements is FALSE regarding self-concept and culture?
A. The self-concept is important in all cultures.
B. Those aspects of the self that are most valued and most influence consumption and
other behaviors do not vary across cultures.
C. An independent construal of the self is based on the predominant Western cultural
belief that individuals are inherently separate.
D. An interdependent construal of the self is based on the common Asian cultural belief
in the fundamental connectedness of human beings.
E. all of the above are true
Carlos was born in the United States to immigrant parents. He has a higher income and
education than his father, is more likely to identify himself as an American, speaks
Spanish and English fluently, and is less likely to ascribe to traditional values than his
parents. According to the Pew Hispanic Center, to which generation of Hispanic adults
does Carlos belong?
A. First generation adults
B. Second generation adults
C. Third generation adults
D. Primary generation adults
E. Secondary generation adults
_____ is a series of activities by which stimuli are perceived, transformed into
information, and stored.
A. Perception
B. Interpretation
C. Information processing
D. Perceptual exposure
E. Selective exposure
