Information integration theory suggests that beliefs are combined to form attitudes.
a. additively
b. multiplicatively
c. using a weighted average
d. randomly
e. by power of elimination
________suggest(s) all alternatives can be rank-ordered from worst to best and that
alternatives with highest expected values should be preferred.
a. Framing effects
b. The law of large numbers
c. The endowment effect
d. Expected utility theory
e. Bounded rationality theory
According to research on celebrity endorsers, which of the following is false?
a. Celebrities transfer cultural meaning to the brands they endorse.
b. Celebrities can provide brands with increased levels of trustworthiness and likability.
c. Celebrity endorsements can increase brand recognition but lower ad recall.
d. Celebrity endorsers can reduce consumers’ perceived risk for high-technology
products.
e. Celebrity endorsers can positively affect company investors.
Celebrities transfer cultnral meanings to the brands they endorse.
a. True
b. False
Products that make a person feel good about themselves and that also make them look
good to others offer what type of benefit?
a. Tangible benefit
b. Functional benefit
c. Psychosocial benefit
d. Instrumental benefit
e. Low-context benefit
Kim’s ______is/are as a mother, daughter, eruployee, sister, friend, and wife.
a. traits
b. role identities
c. extended selves
d. self-concept
e. locus of control
Three different university students are exposed to a television advertisement for a new
Apple computer. The advertisement contains detailed information about the computer,
along with a catchy jingle:
*Mary is currently in the market for a new computer, as her roommate spilled coffee on
her old one. Mary is studying at her desk for an exam as the advertisement plays on the
screen in the background.
*Terri is working out at the recreation center and is watching television as she
exercises. The ad appears on the channel she is watching. She bought a new PC last
semester.
*Chris is sitting in the campus computer support office when the advertisement appears
on the portable TV in the office. He is watching television to pass the time and is
enjoying the break from studying. Chris is very interested in computers because he is a
computer science major and interns in the computer support office 5 hours a week.
According to the elaboration likelihood model of persuasion, which of the students
would most likely be persuaded by the ad through the central route to persuasion?
a. Mary
b. Terri
c. Chris
d. None of them would be persuaded through the central route.
e. All of them would be persuaded through the central route.
Customer perceived value is the consumer’s overall assessment of the utility of a
product based on the perceptions of what is given and received.
a. True
b. False
Which theory of emotion best explains why small surprises are good but big surprises
are bad?
a. Balance theory
b. Mood-as-information theory
c. Excitation transfer theory
d. Discrepancy-interruption theory
e. Cognitive dissonance theory
What theory is based on the premise that individuals have a psychological desire to
have harmony or consistency among and between their attitudes and behaviors?
a. Drive theory
b. Expectancy theory
c. Cognitive dissonance theory
d. Weber’s law theory
e. None of the above is correct.
John sells televisions at Best Buy (a local electronics store). He get an extra
commission if he sells the Best Buy brand, “Insignia.” So, when he talks to customers,
instead of comparing all of the brands the store carries, he tries to focus the customer in
on just one or two other brands and compares those to the Insignia. In this way, he can
limit the number of brands the customer considers. In thinking about your readings on
consumer decision-making, this is an example of what concept?
a. Part-list cuing
b. Price-quality heuristic
c. Attraction effect
d. Compromise effect
e. Anchoring-and-adjustment heuristic
Demographic based segmentation is the most popular segmentation base.
a. True
b. False
What phenomenon recognizes that as market segmentation increases, sales increase; but
as market segmentation increases, costs also increase?
a. Cannibalization
b. Sales-cost trade-off
c. Customer preference heterogeneity
d. Majority fallacy
e. Expenses to sales ratio
The adaptive unconscious assists the conscious mind and helps us avoid high risk
situations.
a. True
b. False
The _____is the set of all brands that exist along with measures of each brands’
attributes; whereas, the ______ includes those brands that the consumer acknowledges.
a. perceived brand universe; true brand universe
b. parity brand set; true brand set
c. true brand universe; perceived brand universe
d. true brand set; situational brand set
e. parity brand universe; perceived brand universe
Both the foot-in-the-door and the low-ball techniques try to gain compliance through
the social influence principle of reciprocity.
a. True
b. False
Which of the following statements about ingratiation is true?
a. Ingratiation includes the tactics of appearance management.
b. When trying to ingratiate oneself, one should never be self-deprecating.
c. It is inherently pleasing to be liked by others.
d. People who rely on ingratiation are usually are high in need for cognition.
e. Ingratiation tactics usually include accounts and disclaimers.
According to your readings, 7Up Soda has successfully competed in the soft drink
product category by pursuing a “tum a disadvantage into an advantage” positioning
strategy.
a. True
b. False
According to the price segmentation model in your readings, which segment represents
a combination oflow “perceived pain” and high “perceived value” and is a highly
desirable segment to marketers?
a. The price segment
b. The loyal segment
c. The value segment
d. The convenience segment
e. The brand segment
Social class is determined primarily by income.
a. True
b. False
Experience attributes are attributes that can be judged or rated only by using a product.
a. True
b. False
Research shows that when consumers expect to have to fill out a customer satisfaction
survey, they focus mainly on positives to make themselves look good.
a. True
b. False
Sales of the Williams-Sonoma $275 horne bread baking increased when
Williams-Sonoma introduced a larger and more expensive model. This is an example of
which phenomenon?
a. law of large numbers effect
b. part-list cuing effect
c. attraction effect
d. compromise effect
e. MODE model effect
Credence attributes are attributes that can be judged or rated by simply examining a
product without necessarily buying it.
a. True
b. False
Describe what gaps in a perceptual map might represent.
Describe Zanna and Rempel’s concept of the reciprocal relationship between attitude
and their bases.
Discuss the differences between “Behavioral Science” and “Interpretivism.”
Define product pushers and imitation evangelists and provide an example of a way
marketers could use a product pusher or an imitation evangelist.
Consider the following example:
Jolrn is looking to purchase a used couch off ofEbay.com. He wants to get a large couch
to fill a large rec-room.
Length Any defects?
Couch A: 6 feet Yes, the armrest is tom
Couch B: 4 feet No, it’s like new
Predict which couch will be preferred under singular evaluation and which will be
preferred under comparative evaluation. Why?
Why should fund-raising groups consider using the even-a-penny technique?
Define automatic in formation processing.