An associative network is a network of:
a. synaptic pathways linking various stimuli.
b. mental pathways linking knowledge within memory.
c. neural pathways linking nerve fibres within the sensory memory.
d. mental pathways linking consumer motivation with cognition.
e. neural pathways linking affective components of memory.
Certain characteristics of an automobile, such as a navigation system, automatic gear
change system, and safety air bags, that are relevant to how it functions or operates, are
examples of the automobile’s _____.
a. features
b. outputs
c. criteria
d. objectives
e. elements
When a consumer is marked in some way that indicates their place in society, it is
referred to as _____.
a. stigmatization
b. identification
c. acculturation
d. assimilation
e. stratification
Consumers who score high on the _____ variable are concerned about how other people
react to their behavior.
a. need for cognition
b. typical intellectual engagement
c. attention to social comparison information
d. openness to experience
e. separateness-connectedness
The way a retail store is defined in the mind of a shopper based on the combination of
functional and affective qualities is known as retail _____.
a. synchronicity
b. utility
c. functionality
d. personality
e. edge
Which of the following types of variable changes the nature of a relationship between
two other variables?
a. Independent variable
b. Dependent variable
c. Interactive variable
d. Moderating variable
e. Intervening variable
Kelly goes for a walk every morning in the park near her apartment. She is acquainted
with the other people who also walk in the park at the same time. She greets them
whenever they meet and sometimes goes for an impromptu breakfast with them. This
group is an example of a(n) _____ group.
a. professional
b. coercive
c. informal
d. utilitarian
e. dissociative
Which of the following is an example of consumer problem behavior?
a. Cyberbullying
b. Identity theft
c. Eating disorders
d. Illegitimate complaining
e. Drunk driving
Which of the following types of reference group influence occurs when consumers
conform to group expectations to receive a reward or avoid punishment?
a. Hedonic influence
b. Utilitarian influence
c. Informational influence
d. Value-expressive influence
e. Affective influence
Members of The Harley Owners Group come together for members-only rides and
other events. This is an example of a(n) _____ community.
a. ethnic
b. brand
c. contractual
d. geographic
e. professional
Which type of business orientation offers the same basic product to all customers?
a. Undifferentiated marketing
b. Differentiated marketing
c. Niche marketing
d. Ambush marketing
e. One-to-one marketing
According to the psychoanalytic approach to personality, which of the following
principles implies that the ego seeks to satisfy the id within the constraints of society?
a. Pleasure principle
b. Reality principle
c. Motivation principle
d. Hedonic principle
e. Personology principle
LAWN SPRINKLER SCENARIO
Mathew recently installed a new water sprinkler for his lawn. He had to purchase a new
sprinkler to replace the old, broken one. The new sprinkler came with an automated
sensor that controlled the amount of water as well as pressure depending on the
humidity and temperature on a given day. This saved Mathew the hassle of putting on a
timer. He no longer worried on his way to work over whether he turned the sprinkler on
or not. The sprinkler did the needful automatically. Refer to Lawn Sprinkler Scenario.
Mathew bought the new sprinkler because it came with an automated sensor that
controlled the amount of water as well as pressure depending on the humidity and
temperature on a given day. Which of the following criteria is most likely responsible
for Mathew’s purchasing decision?
a. Relative criteria
b. Rational criteria
c. Hedonic criteria
d. Egalitarian criteria
e. Utilitarian criteria
Advertisements for hygiene products like toothpaste and soap tend to feature doctors as
spokespersons endorsing the products. Consumers perceive these doctors to possess a
substantial knowledge on health and hygiene. Which of the following characteristics of
the message source is represented by this example?
a. Expertise
b. Congruity
c. Visibility
d. Attractiveness
e. Simplicity
Harold is the president of a local tennis club. Under Harold’s insistence, the club
members have to devote a requisite amount of time to practice as well as stick to a strict
uniform code. Any form of nonconformity with rules is met with punishment. Which of
the following types of social power does Harold exercise over the members of the club?
a. Referent power
b. Legitimate power
c. Expert power
d. Reward power
e. Evasive power
Procter & Gamble sells six different brands of laundry detergent, each with a unique
offering for different market segments. Which business orientation does this illustrate?
a. Undifferentiated marketing
b. Differentiated marketing
c. Direct marketing
d. Ambush marketing
e. Viral marketing
When Jeff got a new cell phone, he gave his old phone to his daughter. He had bought it
the year before. It was in a relatively good working condition though he had lost the
charger for it. However, when Jeff went to the store to buy the charger, the salesman
told him that the chargers for the older model were no longer available in the market.
This is an example of _____.
a. forward compatibility
b. continuous obsolescence
c. format rot
d. planned obsolescence
e. backward compatibility
GOURMET RESTAURANT SCENARIO
Stella works for a publishing house in Midtown Manhattan. When her company
relocated her to a new city for six months, she had a tough time. She loves Italian food,
but couldn”t find herself a decent Italian gourmet restaurant in the city. When she
finally found one, Olive’s, she started eating there regularly. The food at Olive’s was not
satisfactory and nothing compared to the menu Stella was used to at fancy Italian
restaurants in Midtown Manhattan. However, Stella found the staff at Olive’s friendly
and believed that they could understand her preferences in food and wine. When her
colleagues heard her predicament, they suggested a place she might like but Stella
decided against it as it was a three-hour drive from where she stays. She wished the six
months will end soon and she would visit Italia, her favorite restaurant in Manhattan,
again. Stella vows that after the completion of six months, she is never going to come
back at Olive’s. Refer to Gourmet Restaurant Scenario. When Stella was in Midtown
Manhattan, she used to frequently eat at Italia. The amount of time and money that she
spends at Italia is the _____ the restaurant gets from Stella.
a. market share
b. customer share
c. brand share
d. retail share
e. segment share
In Pavlov’s classical conditioning experiment, the salivation of the dogs on being
exposed to the ringing of the bell is an example of a(n)_____.
a. conditioned response
b. unconditioned response
c. conditioned stimulus
d. unconditioned stimulus
e. discriminative stimulus
Name and describe the five types of social power. Explain the type or types of power
the following people might hold over others’ behavior.
(a) Judge
(b) Coach
(c) Parent
(d) Friend
(e) Doctor
Consumer orientation primarily emphasizes:
a. the need to monitor and understand competitor actions in the marketplace and
organization.
b. the need for secondary stakeholders in the company’s functioning.
c. the need for consumer value and satisfaction above all other parameters of success.
d. the need to communicate information about customers and competitors throughout
the organization as the key to success.
e. the need to consider the company’s bottomline over its customer base.
In the context of the retail atmosphere elements, which of the following terms refers to
how consistent the elements of an environment are with each other?
a. Fit
b. Base
c. Functionality
d. Congruity
e. Reliability
Which of the following statements is true about the amount of search performed by
consumers during decision making?
a. Search tends to decrease as a consumer’s level of education and income increases.
b. When searching costs are greater than the benefits of the search process, consumers
no longer value the activity and search stops.
c. Consumers who possess negative attitudes toward shopping generally spend more
time searching for product information.
d. Search tends to decrease when a consumer possesses a high level of purchase
involvement.
e. As perceived risk decreases, search effort increases.
Tina, a consumer researcher, conducted a research on consumers’ dining behaviors. The
research findings showed that diners tend to spend more time and money when the
ambience consists of dim light and soft music being played in the background. Which
of the following decision-making perspectives best corresponds to Tina’s research
findings on her research subjects?
a. Rational decision-making perspective
b. Experiential decision-making perspective
c. Behavioral influence decision-making perspective
d. Functional decision-making perspective
e. Implemental decision-making perspective
Sam always makes it a point to have his coffee at Tans, a coffee shop that claims to use
“authentic Tanzanian peaberry coffee.” This is an example of product choice influenced
by _____.
a. situational influences
b. expert opinions
c. online sources
d. social influences
e. marketing communications
Which of the following is true about uncertainty avoidance?
a. Nations that are low in uncertainty avoidance will be slower to adopt product
innovations.
b. The price-quality relationship is not as strong among cultures with high uncertainty
avoidance.
c. Consumers in high-uncertainty-avoidance cultures are slower to buy products that are
perceived to be scarce.
d. Consumers from low-uncertainty-avoidance cultures demand greater amounts of
product information and explanation.
e. Superstitions and myths play a bigger role among cultures low in uncertainty
avoidance.
Many aspiring artists identify themselves with various bohemian groups which are seen
as unconventional and liberating. Such groups are an example of a(n) _____.
a. collective culture
b. universal culture
c. mainstream culture
d. microculture
e. macroculture
Hanks arbitrarily purchased a lawn mower, neither considering its features nor the
product price. However, after using the lawn mower, he acknowledged that he has not
come across any other lawn mower of superior quality. In acknowledging the superior
quality of the mower, Hanks is referring to its _____ attributes.
a. search
b. underlying
c. perceptual
d. content
e. determinant
Most of the time Richard goes to a neighborhood general store for his groceries. He
does not like the place, but it is very conveniently located and he just has to walk a few
minutes to get there. Richard’s buying behavior with regard to the neighborhood general
store can be best described as customer _____.
a. disconfirmation
b. equity
c. inertia
d. intensity
e. entropy
Which of the following constitutes popular culture?
a. A retail employee treating customers promptly and courteously.
b. A teen using Twitter or Facebook to inform her friends about an upcoming concert.
c. A motorcycle driver following the same driving rules as an automobile driver.
d. A hotel clerk being expected to speak multiple languages.
e. An individual doing a good deed with the expectation that the other person will return
the good deed.
Which of the following is true about gender differences in making consumer decisions?
a. Men tend to be more heuristic/intuitive in their processing.
b. Men tend to process information in a more piecemeal fashion.
c. Women tend to process information based on the way it is framed.
d. Women tend to process information based on the categories it evokes.
e. Men generally tend to make poorer consumer choices than women.
PROM NIGHT SCENARIO
Sara had been very excited thinking about her approaching senior prom. She had been
flipping through many fashion journals for “the dress”. She had almost zeroed in on a
gold dress. However, believing it to be too expensive, she did not even bother to check
the price, even though, the advertisement said “affordable elegance”. Finally, she chose
an orange chiffon dress. As she tried the dress on, a sequence of events began to play in
her mindhow Jake, her date, will come to pick her up in a limousine, and will tie a
corsage around her wrist, how her parents will click a picture, and how they will zoom
away to the prom venue and dance the night awayimages that have been playing on her
mind for days now. On the night of the prom, as she was dancing with Jake, she thought
to herself, “Everything is just the way it should be.” She was so happy when she was
dancing the waltz thatthe crowd, the noise, the musiceverything drowned out. When
they finally sat down for dinner, they were served by butlers. These butlers were
efficient, tactful and mannerly, exactly the way Sara and her friends had always
imagined butlers would be like. It was perfect. The night was very special for Sara and
she thought that she will remember it for the rest of her life as one of her happiest
memories. Refer to Prom Night Scenario. The butler was efficient, tactful and
mannerly, exactly the way Sara and her friends had always imagined butlers would be.
For Sara and her friends, the butler represented the social _____ of butlers.
a. specimen
b. sample
c. script
d. archetype
e. stereotype
One way marketers are dealing with the declining effectiveness of traditional
advertising due to technology, such as digital video recorders allowing viewers to zoom
past commercials, is to get their products integrated into television programs. In some
shows, actors are seen driving a Toyota Prius or drinking Pepsi. This sort of advertising
is an example of _____.
a. subliminal advertising
b. product placement
c. overt advertising
d. crowd manipulation
e. conquesting
Which of the following represents the worth obtained because some shopping task or
job is completed successfully?
a. Hedonic shopping value
b. Absolute shopping value
c. Epistemic shopping value
d. Experiential shopping value
e. Utilitarian shopping value
Consumer misbehavior and consumer problem behavior are synonymous and can be
used interchangeably.
Contradicting thoughts are known as negative arguments.
Any act of consumption cannot provide both utilitarian and hedonic value.
A healthy relationship between a consumer and a marketer enhances value both for the
consumer and the marketer.
Situational factors influence the amount of search that takes place.
Consumers are more likely to recall autobiographical memories characterized by
specific moods when the same mood occurs again in the future.
Compare and contrast implicit and explicit memory with an example of each.
Consumer lifestyles are the same across cultures.
Compared to blue background, consumers who perceive a product in a predominantly
red background tend to think the product is of higher quality.
When a nostalgic ad evokes or recaptures a childhood mood, consumers become lost in
their memories and are distracted, so they become less willing to indulge in any kind of
purchasing activity.
Popular culture captures cultural trends and shapes norms and sanctions within society.
Regret is less likely to be experienced when consumers exert much energy and utilize
unfamiliar techniques during the search process.
Describe Maslow’s hierarchy of needs and give an example of each type of need.
The term branded variants is used to describe the practice of offering essentially
identical products with different model numbers or names.
Translation”back translation is a way to try to produce translational equivalence.
Relationship marketing is based on the belief that firm performance is enhanced
through repeat business.
In opportunity recognition, a consumer’s actual state doesn”t change, but his or her
desired state changes in some significant way.
Hope is a fundamental emotion evoked by positive, anticipatory appraisals which signal
uncertainty about a positive outcome.
Source likeability affects persuasion more for consumers with high need for cognition
than for those with a low degree of this trait.