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A fad has a relatively long acceptance cycle in today's marketplace because of the
money necessary to develop the fad.
Profane consumption involves consumer objects and events that are ordinary.
The worldwide popularity of McDonald's suggests that there is a global consumer
culture that unites people around the world by their common devotion to brands.
Social comparison is a basic human tendency.
The first step in the perception process is exposure to a stimulus. Without exposure,
there would be no perception.
Decisions are influenced by the way a problem is posed. This is called framing.
Opinion leaders are likely to also be opinion seekers.
It is impossible for a person to hold two contradictory attitudes toward the same object.
The flamboyant consumption of the nouveau riche is an example of symbolic
self-completion.
Locational privacy is an issue now that GPS-enabled mobile devices are ubiquitous.
Colors look duller to older people, which is why they prefer white and other bright
tones.
Some color combinations can become so associated with a company that the
corporation may be granted exclusive use of these colors.
If you were born between 1946 and 1964, you would be called a War Baby because two
wars occurred during that period of time.
Groups maintain fundamental standards of conduct through normative influence.
When Shira was a young girl, her teacher gave her a sticker every time she earned
above 90% on a test. Shira's teacher was using classical conditioning.
The idea of the wisdom of crowds explains why groups of people often come up with
more creative solutions to problems than individuals do.
Roxanne is one of Canada's top female models. Because of her beauty, most of her
admirers also assume that she is intelligent, wealthy, and happy with her life. This is an
example of what is called the social adaptation perspective.
The concept of "cradle to cradle" means that we should market to consumers from the
time they are born until the time they give birth.
Jonesy will buy only the lowest-priced spark plug when he goes shopping for auto
supplies. Because his car is very old, he really doesn't care about any other qualities.
Jonesy is most likely using the noncompensatory decision rule.
Billions of dollars in real money are exchanged for virtual goods used in social games.
Thetrickle-down theory of fashion says that fashion moves from the upper classes to the
lower classes.
Novelty in the form of interruption intensifies our experiences, increasing our
enjoyment of pleasant stimuli and amplifying our dislike of unpleasant stimuli.
Behavioral theorists rely on internal mental states to explain learning.
Acculturation agents may come from the culture of immigration, but not from the
culture of origin.
Martha Sheppard is approaching 70. She wants to give something back to her
community. She works hard at her church as a pastoral care volunteer, at her local
hospital as a greeter, and for a local AIDS prevention and treatment center as a nurses'
aide and volunteer. She believes that she can make a difference. Martha is an example
of a senior citizen who is emphasizing altruism as a key value.
Jason believes that dressing formally (e.g., a coat and tie) marks him as a man who is
"dressed for success"; therefore Jason dresses formally even in class or for casual
occasions. Jason is basing this decision on the cognition part of the ABC model of
attitudes.
A cola drink is preferred by a segment of cola drinkers, but the same segment almost
always picks another cola brand in blind taste tests. The attitude formation for this
product reflects the value-expressive function more than the utilitarian function.
Promotions that are directed to a "younger lifestyle" in the Hispanic-American market
are more likely to be successful than promotions directed to a senior
Hispanic-American market.
John Deere established a reputation for building dependable farm tractors. When the
company began to build small yard tractors, it insisted on using the same logo on its
small mowers as on its large tractors. John Deere was applying stimulus generalization
through look-alike packaging.
Andy Wilcox was running for mayor. His campaign manager asked people to put a
small pro-Wilcox sign in their yards. Later, the manager called the same people and
asked if a larger sign could be placed in their yards. He was rarely turned down. This is
an example of the foot-in-the-door technique.
The two-factor theory suggests that there is no limit to the optimal number of
repetitions for a message.
Consumer addiction can occur with any product category, even lip balm.
Which of the following time periods is encompassed in the study of consumer
behavior?
A) pre-purchase
B) purchase
C) post-purchase
D) all of the above
Determining the most effective reinforcement schedule to use with consumers is
important to marketers. What type of reinforcement schedule is most likely being used
when after a period of time has passed, the first response a consumer makes brings the
reward?
A) fixed-interval reinforcement
B) variable-interval reinforcement
C) fixed-ratio reinforcement
D) variable-ratio reinforcement
When online ads go viral, they may influence adoption of the product being promoted
due to the heightened ________.
A) complexity
B) observability
C) compatibility
D) trialability
Jeff is tired of the numerous breakdowns and peeling paint on his old car. When Jeff
begins to think actively about his car in this way, which of the following cognitive
decision-making process steps is Jeff going through?
A) information search
B) evaluation of alternatives
C) problem recognition
D) product choice
From a semiotic perspective, every marketing message has three basic components.
Which of those components is the sensory image that represents the intended meaning?
A) the sign
B) the object
C) the interpretant
D) the structure
Tracy loves shopping with her personal shopper, Carrie, at Nordstrom's. Carrie is a
________.
A) market maven
B) opinion leader
C) surrogate consumer
D) fashionista
Which theory suggests that consumer expectations of achieving desirable outcomes
motivate behavior?
A) drive theory
B) role theory
C) expectancy theory
D) equity theory
What is a major distinction between customers who purchase a product because they
are brand loyal and those who purchase by inertia?
A) the cost of the product
B) the social risk of the product
C) whether the purchase is made after a compensatory or noncompensatory decision
process
D) whether the customers hold a very positive or weak attitude toward the product
Latrell finds that every time he goes to select athletic shoes, he always buys the same
brand. In fact, he doesn't even remember trying on any of the other competitive brands
even though some of these brands have attractive styles and prices. Latrell's purchase
decision process has become one of less and less effort. Latrell's decision process is an
example of ________.
A) cognitive dissonance
B) information discrimination
C) cognitive miser behavior
D) inertia
The first stage in the cognitive decision-making process is ________.
A) information search
B) evaluation of alternatives
C) problem recognition
D) product choice
Political candidates who get the most media coverage are more likely to win elections
because of the effect of ________ in determining one's set of referents.
A) propinquity
B) mere exposure
C) group cohesiveness
D) reference bias
A Rolls-Royce, a Cartier diamond, and an Andy Warhol painting are all items bought
and displayed as markers of social class. These products are ________.
A) social inhibitors
B) social parameters
C) status symbols
D) psychological blocks
The Sims Online and Webkinz are both examples of ________, part of the growing
market of real-time, interactive virtual worlds.
A) avatars
B) computer-mediated environments
C) role identities
D) self-image congruence models
________ is the process by which the consumer surveys the environment for
appropriate data to make a reasonable decision.
A) Problem recognition
B) Evaluation of alternatives
C) Information search
D) Product choice
The functional theory of attitudes was initially developed to explain how ________.
A) people identify with products
B) attitudes facilitate social behavior
C) attitudes are learned from family and friends
D) attitudes change over an individual's lifetime
Many factors have been identified that distinguish organizational and industrial
purchase decisions from individual consumer decisions. Which of the following is
NOTone of those distinctions?
A) Purchase decisions made by companies frequently involve many people.
B) Organizational and industrial products are often bought according to precise,
technical specifications.
C) Impulse buying commonly occurs in organizational purchasing because of sales
stimulation from direct salespeople.
D) Organizational purchase decisions tend to be riskier than individual consumer
purchase decisions.
When is a consumer most likely to engage in cognitive decision-making?
A) This decision mode is most common when the decision is related to the person's
self-concept and the outcome has a high degree of risk.
B) This decision mode is most common when the decision is related to the person's past
behavior and product reinforcements.
C) This decision mode is most common when acceptable products are already contained
within the consumer's evoked set.
D) This decision mode is most common when the decision is related to products that are
considered to have low self-concept involvement.
Advertising to teens typically depicts ________.
A) respected adults recommending the product
B) qualified experts explaining product benefits
C) a group of "in" teens using the product
D) family members using the product together
In instrumental conditioning, what is the distinction between negative reinforcement
and punishment?
A) There is no difference. They are two words for the same concept.
B) Negative reinforcement can occur when a stimulus is positive, and punishment
occurs when a stimulus is painful.
C) Negative reinforcement occurs when a negative outcome is avoided, while
punishment occurs when an action causes a negative outcome.
D) Negative reinforcement creates a preference for negative results, while punishment
teaches people to avoid negative results.
Herbal companies traditionally sold their products in cylinder-shaped plastic containers
that were very characteristic of the herbal market. One company broke with tradition
and began to sell its herbal products in bottles that appeared to be straight from the
pharmacy's shelf. They were rectangular with white labels that looked very professional
and very serious. Sales went through the roof. What form of stimulus generalization
most likely worked for the herbal company?
A) masked branding
B) halo effect
C) continual reinforcement
D) shaping
________ refers to the passage of individuals from one social class to another.
A) Status crystallization
B) Social affinity
C) Social mobility
D) Social stratification
A coupon-dispensing machine in a grocery aisle and an employee handing out free
samples of a new product are both examples of ________.
A) pretailing
B) retail theming
C) shopping orientations
D) POP stimuli
As a customer's product knowledge increases, what typically happens to the amount of
search conducted by the consumer?
A) It will remain the same.
B) It will sharply decrease and then sharply increase.
C) It will decrease, and then increase as the customer becomes more knowledgeable.
D) It will increase, and then decrease as the customer becomes more knowledgeable.
Experts who are knowledgeable in several fields are called ________.
A) market mavens
B) monomorphic
C) polymorphic
D) generalized
Size, color, position, and novelty are all strategies for creating which of the following?
A) contrast
B) adaptation
C) vigilance
D) thresholds
Several research methods are used to study reference groups and opinion leadership.
________ methods trace communication patterns among members of a group. These
techniques allow researchers to systematically map out the interactions that take place
among group members.
A) Momentum
B) Behavioral
C) Sociometric
D) Geodemographic
Simi Ghandi is never quite sure which brand of gum to buy. She tries some, likes some,
and rejects some. However, through a process of behavioral learning she does
remember those brands that taste good and make her mouth feel fresh. The problem is
that she cannot often remember the brands that are not so good and often repeats
purchasing mistakes. "Oh well," says Simi, "gum buying is not that big of a deal
anyway." Which of the following hierarchies would best describe Simi's situation?
A) standard learning hierarchy
B) experiential hierarchy
C) low-involvement hierarchy
D) habit hierarchy
As manufacturing costs decrease and the amount of products that people accumulate
goes up, consumers increasingly want to buy things that will provide ________ value.
A) hedonic
B) Gestalt
C) embedded
D) referent
A Unilever-sponsored survey that asked American women how they felt about their
appearance reported which of the following?
A) Positive feelings about the self were lowest in ethnic groups such as African
American and Hispanic women.
B) Older women were more likely to describe themselves as beautiful.
C) The majority of respondents believe that our society does not use reasonable
standards to evaluate women's beauty.
D) The majority of respondents believe that beauty comes from a woman's physical
appearance.
Like end consumers, organizational buyers are influenced by both internal and external
stimuli. Which of the following is an example of an organizational buyer's internal
stimuli?
A) the nature of the organization
B) the buyer's willingness to take risks
C) the technological environment's impact on the organization
D) the economic environment's impact on the organization
________ memory permits temporary storage of information we receive from our
senses.
A) Elaborative
B) Sensory
C) Cognitive
D) Working
According to the basic marketing concept, a firm exists to ________.
A) influence popular culture
B) dominate market share
C) nurture relationships
D) satisfy needs
Which theory of attitudes states that people are motivated to take action to resolve
inconsistencies between attitudes and behaviors?
A) theory of cognitive dissonance
B) self-perception theory
C) social judgment theory
D) balance theory
Compare and contrast the paradigms of positivism and interpretivism. Be specific in
your comments and explanations.
Define rites of passage and indicate the various stages of role transition that can occur.
Give at least two examples of rites of passage.
Discuss the extended self and provide a description for each level of the extended self.
What is the distinction between cause marketing and social marketing?
Explain the Declaration of Consumer Rights and why it is still relevant to consumers
today.
List and define the five stages of the cognitive decision-making process.
Discuss the terms symbolic interactionism and the looking-glass self. Give an example
of each term.
Explain greenwashing and why businesses would participate in greenwashing.
Compare and contrast sacred and profane consumption.
Explain why the original descriptions and stereotypes of Gen Xers may be inaccurate.
Who are "born-again Christians," and why are marketers interested in this group?
Explain three of the key legislative acts affecting consumers.
Advertising has increasingly become less effective because of increased clutter. How
can advertisers use contrast to cut through the clutter?
Identify the elements of balance theory. Discuss possible interaction effects between
unit relation and sentiment relation and how they can be applied to marketing strategy.
Explain the meaning of covariation and provide an example from your own past buying
behavior.
A sign on a drawer in the kitchen of a fraternity said "Plastic Silver." The drawer
contained plastic spoons, forks, and knives for casual dinners. Use the principle of
hyperreality to explain why users of the kitchen would know what was in the drawer
without looking.
