Asian Americans look closely at brands but are not very brand loyal. This is likely the
result of heightened status consciousness.
Neuromarketing refers to the use of software tools that try to understand and then apply
a human decision maker’s multiattribute preferences for a product category.
It is unusual for consumers to have multiple role identities.
The word for bribery in Japanese is kuroi kiri which translates to black mist.
Learning refers to a relatively permanent change in behavior that is caused by
experience.
Consumers are swayed more by negative word-of-mouth than by positive comments.
The looking-glass self is molded by elements of the pop culture, such as comic book
heroes.
You can understand the following uniquely-printed sentence because of the Gestalt
principle of closure. Percption is imptant in undrstdng consmr bhavr.
Gasoline is the only commonly purchased product that is priced down to a fraction of a
cent. This is the case because buying gasoline is a low-involvement activity, which
makes point-of-purchase factors more important.
Third-party response options are easily available to today’s consumers via networks like
Yelp and Twitter.
Retrieval is the process whereby we recover information from long-term memory.
The concept of the self-image congruence model helps to explain why it is a deal killer
in the Japanese business culture to mishandle a business card from a prospective client.
Most holidays commemorate a cultural myth.
It is common for companies to divide up their consumers along lifestyle dimensions and
label these groups with terms such as “Geek Chic Guy” or “Whole Foods Woman.”
Americans over age 50 are the focus of almost 50 percent of advertising.
Gen Yers are the most diverse generation in American history.
It would be difficult to sell consumers life insurance if their notion of time is like a
mirror.
A retailer using a marketscape theme gives consumers the opportunity to enter into a
world of fantasy (such as one where the person becomes a virtual hunter, race car
driver, or fashion model) as they shop.
The reality principle, according to Freudian psychology, is behavior guided by the
primary desire to maximize pleasure and avoid pain.
A common way to segment consumers is to identify which consumers are heavy users
of a given product.
Because Stephanie is an innovatorwith computer products, marketers should assume
that she is also an innovator with clothing styles.
Because consumer behavior is now examined as an entire consumption process that
includes prepurchase and postpurchase issues, exchange theory is no longer relevant to
the study of consumer behavior.
Materialistic values tend to focus on the individual rather than a group or family.
Justin is in charge of promoting a product that most of his customers perceive as a
low-involvement product. He created a TV ad and aired it over and over. His colleague
Beth questioned his strategy, saying that the repetition would create a negative reaction
to the product. According to the mere exposure phenomenon, Beth is likely to be
proven wrong.
People occupy sacred time and space when they travel on vacation.
Consumers are more likely to be aware of stimuli that relate to their current needs. This
is an example of perceptual vigilance.
Most customers who experience an environment that is both pleasant and arousing will
interpret it as an exciting environment.
The success of hybrid ads supports the idea that the viewing environment of a
marketing message affects recall.
On Lost, the popular television drama with mysterious and supernatural plotlines, the
fictional Hanso foundation sponsors questionable research projects. Many Lost Web
sites now sell items bearing the Hanso name and logo. This is an example of
hyperreality.
Alternatives a consumer knows about are his evoked set, and the ones that he actually
considers are called his consideration set.
In the era of Web 2.0, the focus of electronic marketing has shifted from C2C
e-commerce to B2C e-commerce.
The transition of Turkish tea to a mass-market product illustrates the process of
sacralization.
Fragrance is processed by the limbic system, the most primitive part of the brain and
the place where immediate emotions are experienced.
During ________, one consumer exchanges something she owns with someone else for
something the other person owns.
A) freegan sharing
B) divestment
C) disposal casting
D) lateral cycling
Product ________ occurs when the symbolic meanings of different products are related
to one another.
A) distinction
B) crystallization
C) complementarity
D) hierarchy
Country singers Marty Stewart and Travis Tritt and their record label decided to change
the culture of the Country and Western music scene. With their now famous “No Hats”
tour, the singers abandoned conventional country and western fashion (they threw away
their hats, let their hair grow long, and wore t-shirts) and tried to appeal to larger and
younger audiences with a grinding, sexy message. The process that these singers went
through is best described as a ________.
A) cultural funnel
B) culture production system (CPS)
C) culture distribution system (CDS)
D) culture gatekeeping process (CGP)
Seventh Generation sells a line of cleaning products which is made from
environmentally-friendly ingredients. This is an example of ________.
A) cause marketing
B) sustainability marketing
C) conscientious consumerism
D) green marketing
In-store shopping has become extremely important in today’s highly competitive retail
environment. It has been estimated that about ________ of supermarket purchases are
decided in the aisles as consumers shop.
A) one-quarter
B) one-half
C) two-thirds
D) four-fifths
What form of marketing is based on the premise that a marketer will be much more
successful when he communicates with consumers who have already agreed to listen to
him?
A) segmented marketing
B) behavioral targeting
C) e-commerce marketing
D) permission marketing
Brands that we closely link to our rituals are called ________ brands; once they become
imbedded in our rituals we are unlikely to replace them.
A) fighter
B) fortress
C) transcultural
D) sacralized
The ________ for a brand guides how a company uses elements of the marketing mix
to influence the consumer’s interpretation of the brand’s meaning in the marketplace
relative to its competitors.
A) positioning strategy
B) Gestalt psychology
C) sensory signature
D) priming strategy
If you were a person born between 1946 and 1964, you would be called a ________.
A) Baby Boomlet
B) Baby Buster
C) War Baby
D) Baby Boomer
A ________ innovation is a new product that creates major changes in the way we live.
A) globally continuous
B) continuous
C) discontinuous
D) dynamically continuous
A sales manager pays a bonus to new trainees when they develop a good sales
prospectus. Later, after the trainees have completed two months of training, the manger
pays a bonus only for an actual sale. The manager is applying what process of
instrumental conditioning to help the trainees be productive in their sales careers?
A) shaping
B) modeling
C) negative reinforcement
D) variable-ratio reinforcement
Promoters attempt to have their products shown prominently in full-length films. This
type of promotion is referred to as ________.
A) desacralization
B) objectification
C) product placement
D) advertainment
Popular online matchmaking services such as match.com and eharmony.com offer to
create your “personality profile” and then hook you up with other members whose
profiles are similar. This approach focuses on the quantitative measurement of
________.
A) ego
B) id
C) personality traits
D) animism
The ________ influence is the reference group influence that helps the consumer make
decisions about specific brands or activities.
A) normative
B) comparative
C) selective
D) coercive
Many ________ cultures stress the importance of a collective self, in which an
individual’s identity is derived in large measure from his or her social group.
A) Eastern
B) American
C) Western
D) European
Lifestyle, attributes, competitors, and quality are all dimensions marketers can use to
carve out a brand’s ________ in the marketplace.
A) sensory signature
B) position
C) priming
D) trade dress
The importance people attach to worldly possessions is known as ________.
A) materialism
B) ethics
C) values
D) wealth
Frank Simms has decided to use Yoda (the “old wise man” from Star Wars) to promote
a new model of a notebook computer. Upon which of the following psychologist’s ideas
has Frank based his advertising strategy?
A) Karen Horney
B) Sigmund Freud
C) Carl Jung
D) Leo Burnett
Which of the terms below is used to describe the bond between product and consumer
that is difficult for competitors to break?
A) brand loyalty
B) custom
C) patronage
D) relationship
________ occurs whenever the consumer sees a significant difference between his or
her current state of affairs and some desired state.
A) Information search
B) Evaluation of alternatives
C) Evaluation of the evoked set
D) Problem recognition
Which of the following is NOT one of the three distinct stages of gift-giving rituals?
A) convention
B) gestation
C) presentation
D) reformulation
A common practice among advertisers is to create new relationships between objects
and interpretants by inventing new connections between products and benefits. A
classic example of this was equating Marlboro cigarettes with the American frontier
spirit. Which of the following terms best describes this practice?
A) subliminal persuasion
B) figure-ground projection
C) semiotic relationships
D) consumer-modeling connections
In general, advertising is more effective when it ________ than when it ________.
A) tries to create new product preferences; reinforces our existing product preferences
B) reinforces our existing product preferences; tries to create new product preferences
C) relies upon word-of-mouth tactics; relies upon viral marketing tactics
D) relies upon viral marketing tactics; relies upon word-of-mouth tactics
A decision strategy that seeks to deliver an adequate solution rather than the best
possible solution is referred to as ________.
A) inertia
B) rationalizing
C) satisficing
D) anchoring
The first thing D’Andrea was asked when she went to work for an advertising firm is
how marketing promotions to African-Americans should differ from marketing
promotions to Caucasians. What is the best advice D’Andrea could give her new
employer?
A) Separate advertisements to this ethnic subculture are never done and should not be
considered.
B) All promotions to this ethnic subculture should be distinct from promotions to other
ethnic groups.
C) The African-American market is hardly as homogeneous as many believe, and many
differences between black and white markets may not be real.
D) All promotions to African-Americans have to take into account the market’s income,
which has been declining drastically over the last two decades.
Nadia Ali loves the feel of her new sweater and the smell of her leather car seats on a
crisp fall day. As she passes a billboard, she sees an ad for Baskin-Robbins ice cream
and immediately does a U-turn into the shopping center where she knows the famous
ice cream store is located. In the above example, Nadia is responding to ________.
A) sensory inputs emanating from the external environment
B) sensory inputs emanating from the internal environment
C) emotional outputs
D) decision sequences dictated by sensory outputs
Sandra Jackson decided to become a nurse after several years as an elementary teacher.
She still wanted to help people; she just wanted to do it differently. Sandra’s case is an
example of which of the following?
A) downward mobility
B) upward mobility
C) horizontal mobility
D) status crystallization
Products are winnowed out as they make their way down the path from conception to
consumption, a process called ________.
A) diffusion
B) cooptation
C) cultural selection
D) cultural mapping
Another term for positivism is ________.
A) interpretivism
B) pluralism
C) modernism
D) postmodernism
Claudia Norman, a marketing consultant, recommended that brand equity for a new
environmentally-friendly product could be established by giving initial customers free
memberships in the Sierra Club organization. Claudia used which of the following in
her recommendation?
A) promotional conditioning
B) emotional learning
C) classical conditioning
D) instrumental conditioning
Which term refers to a multiplayer, competitive, goal-oriented activity with defined
rules of engagement and online connectivity among a community of players?
A) transactional advertising
B) viral marketing
C) social game
D) milieu
Samantha is passing down the cereal aisle when she spots a box of Frosted Flakes
cereal featuring Tony the Tiger on the box front. She remembers the taste of the cereal
and how much fun she had talking to Tony while she ate her cereal as a kid. She buys a
box and leaves the cereal aisle without examining any other cereal products. What
aspect of the retrieval process did Samantha use in her product search process?
A) salience
B) the von Restoff effect
C) the spacing effect
D) state-dependent retrieval
The alternatives actively considered during a consumer’s choice process are the
________ set.
A) inert
B) evoked
C) evaluative
D) consideration
Describe the baby boomer market and the impact it has had on marketing efforts.
Discuss an implication that relates to the lack of locational privacy consumers have in
today’s wired and mobile world.
Explain the role social marketing plays in public policy.
Identify and explain the three decision-making dimensions that describe the purchasing
strategies of an organizational buyer. These dimensions form the basis of a buyclass
theory of purchasing.
Gradually changing the package of a product that depends heavily on brand loyalty can
be successful if each change is minor. Over the course of a year or more the package
may change totally in appearance without offending or confusing brand loyal
customers. What factors contribute to forgetting and allow this marketing strategy to
work?
People have a tendency to remember unusual ads more effectively than ads that are not.
Why? What is this phenomenon called?
Describe a virtual brand community. Create an example that demonstrates the concept.
Discuss how materialism has changed in meaning.
What are the two types of purchase decisions made by families? Indicate the common
practice within families with respect to these decisions and give an example of each
form.
Explain the meaning of objectification and how it occurs. Provide an example.
When a consumer is deciding whether to adopt an innovation, through what stages does
the consumer move? Provide an example.
Define noncompensatory rules used in purchase decision-making. Describe the types of
rules that fall under this category.
Attitude researchers have developed the concept of a hierarchy of effects to explain
ways to study attitudes and their formation. List and briefly describe each of the three
hierarchies that were presented in the chapter. Be explicit with your description.
Characterize how Japanese social class structure relates to the goods and services
purchased by Japanese consumers.
What is a place-based subculture?
Compare and contrast classical and instrumental (operant) conditioning.
Research has shown Kinsei engineering can be an effective way to design products.
Explain how Kinsei engineering works and give an illustration that demonstrates your
understanding.
What is a market maven? How does a market maven differ from an opinion leader?