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Explicit memory is characterized by the conscious recollection of an exposure event.
Consumers' efforts to reduce their reliance on consumption and material possessions
have been termed dematerialization.
Consumers continually recognize problems and opportunities, so internal and external
searches for information to solve these problems are ongoing processes.
Conflicts between motives are rare.
Power gap refers to the degree to which people accept inequality in power, authority,
status, and wealth as natural or inherent in society.
America is basically a secular society.
Stan has noticed that his car is not working properly and that it is getting expensive to
repair. Thus, he gathered his family together to discuss the purchase of a new
automobile. In terms of family purchase roles, which one best describes Stan's actions?
A. initiator
B. information gatherer
C. influencer
D. decision maker
E. user
Motives that are known and freely admitted are called _____.
A. manifest motives
B. latent motives
C. objective motives
D. acceptable motives
E. primary motives
Barbara is 72 years old and has been a widow for almost three years. She would be
labeled _____.
A. 'single by death"
B. 'single by choice"
C. 'single by circumstance"
D. 'single again"
E. "unwillingly single"
Brands owned and sold by a specific retail outlet are known as _____.
A. primary brands
B. secondary brands
C. store brands
D. internal brands
E. limited distribution brands
Which of the following statement is true regarding comparative advertising?
A. Comparative advertising is more effective regardless of the source.
B. Comparative advertising is particularly effective for promoting established,
market-share leader brands.
C. Audience characteristics, especially brand loyalty associated with the sponsoring
brand, are important.
D. Broadcast media, particularly radio, appear to be better vehicles for comparative
advertisements.
E. A partially comparative ad is one in which a specific competitor is not named.
Nick was born in 1972. As long as he can remember, his mother worked outside the
home. When he was 12, his parents divorced, which was hard on him, but the same
thing happened to several of his friends. When both of his parents remarried, his view
of a family changed to include all of his step-sisters and brothers. To which generation
does he belong?
A. Generation Z
B. Depression generation
C. baby boom generation
D. Generation X
E. Generation Y
Duane is attempting to determine consumers' attitudes toward his restaurant by asking
them their beliefs about how his restaurant performs on several attributes, such as price,
ambience, quality of the food, and friendliness of service. Consumers can rate his
restaurant with a score of 1 to 7 for each of these attributes, with 7 being the highest.
Duane adds up the scores to see how he performs, using the assumption that a higher
total is better. At a basic level, which type of model is Duane using?
A. multiattribute attitude model
B. cognitive assessment model
C. belief assessment model
D. summation model
E. attribute heuristic model
Which of the following is true regarding changes in American cultural values?
A. Shifts in cultural values are not observable.
B. Changes in values tend to occur quickly.
C. Changes in values tend to occur evenly across individuals and groups.
D. There is substantial variance in values across individuals and groups.
E. Cultural values are constant.
Target stores give one percent of a customer's purchase to a school of their choice if
they use a Target Visa credit card to pay for their purchases. Target will also donate
one-half percent of all other purchases made on that card. This is an example of _____.
A. cause-related marketing
B. green marketing
C. nonprofit marketing
D. image marketing
E. corporate marketing
Nike has several models of athletic shoes, and most have high functionality. However,
several models are also sleek looking and can actually make a fashion statement for the
wearer as well as performing the functional aspects of the product. By going beyond the
cognitive associations of functionality and attempting to tap consumers' affective
reactions, Nike and other marketers are developing products with _____.
A. aesthetic appeal
B. aspirational appeal
C. benefit appeal
D. social appeal
E. personality appeal
Which of the following characteristics influencing interpretation represents factors
beyond the stimulus itself?
A. individual
B. personal
C. situational
D. stimulus
E. inferential
Indirect measurement techniques used to determine consumers' evaluative criteria differ
from direct measurements in that they assume consumers will not or cannot state their
evaluative criteria.
Which value has a strong influence on entrepreneurship and economic development as
well as new-product acceptance?
A. individual/collective
B. competitive/cooperative
C. tradition/change
D. risk taking/security
E. masculine/feminine
The manager of a bank branch is concerned about the number of mistakes the tellers
were making, so he started manipulating different aspects of the environment in the
bank to see what effect each has on the tellers' performance. He examined factors such
as the lighting, temperature, and the volume of the music playing in the bank. Which
approach to problem recognition is this manager using?
A. activity analysis
B. product analysis
C. problem analysis
D. human factors research
E. emotion research
Under conditions of crowding, consumers tend to _____.
A. buy less
B. make faster decisions
C. use less information
D. be less satisfied
E. all of the above
Even if a dissatisfied consumer takes no external action, which of the following is
likely?
A. will engage in negative work-of-mouth
B. will stop buying that brand
C. will have a less favorable attitude toward the store or brand
D. will stop buying at that store
E. all of the above
Compared to the white population, Asian Americans tend to _____.
A. be younger
B. be higher educated
C. have a higher household income
D. be a larger subculture
E. b and c
Janice is a 48-year old married woman who uses technology as a major source of
information and shopping. She has a DVD drive on her computer and enjoys satellite
radio, but would do more if she could afford it. To which technology segment does
Janice belong?
A. Novices
B. Gatherers
C. Apprentices
D. Enthusiasts
E. Journeymen
