c.
role models on television and in the movies
d.
people the individual does not want to be associated with
e.
people an individual aspires to be like
64. A value or attitude deemed acceptable by a group is called a(n):
a.
expectation
b.
reference
c.
aspiration
d.
opinion
e.
norm
65. Dustin is a member of a fraternity that sees no problem of underage drinking. In fact, it is encouraged
and expected the members will party and drink alcohol regardless of their age. For this group,
drinking is considered a(n):
a.
norm
b.
requirement
c.
expectation
d.
affect
e.
primer
66. All of the following are types of reference groups EXCEPT:
a.
primary
b.
secondary
c.
personal
d.
aspirational
e.
nonaspirational
67. David and Steven are best friends. Steven loves to compete in triathlons. David would love to compete
with Steven but is a weak swimmer. David decides to take swim lessons to improve his breathing and
stroke rhythms. Triathletes are a(n) _____ reference group for David.
a.
secondary
b.
primary
c.
aspirational
d.
nonaspirational
e.
direct
68. Which of the following statements about reference groups is true?
a.
Reference groups stimulate, but do not constrain, consumption behavior.
b.
Reference groups have strong influence on all brands and product purchases.
c.
A person can only belong to one reference group.
d.
Reference groups serve as information sources and influence perceptions.
e.
Understanding reference groups has not helped marketers much.
69. Which category of reference groups represent groups that a consumer does not have membership?
a.
direct
b.
indirect
c.
primary
d.
secondary
e.
incomplete
70. Jackie and Kevin like to eat at high end restaurants where they can sit and enjoy their meal without
rushing. An ad showing food created “fast from a can” would be appealing to Jackie and Kevin’s
_____ reference group.
a.
nonaspirational
b.
direct reference
c.
membership
d.
integrated
e.
aspirational
71. Opinion leaders are:
a.
wealthy, well-educated individuals
b.
experts on all high-involvement consumer goods
c.
usually the same individuals for all social classes
d.
people who influence others
e.
easy to locate and target
72. UGG footwear has a portion of their web site featuring photographs of celebrities wearing UGG shoes.
The celebrities serve as _____.
a.
opinion leaders
b.
laggards
c.
early instigators
d.
gatekeepers
e.
aspirational adopters
73. You are the brand manager for a new line of allergy relief drugs. Which of the following methods
might you employ to use opinion leadership/reference groups to help stimulate demand for your
products?
a.
Create ads that show the typical consumer performing a healthy lifestyle activity.
b.
Develop a promotional campaign that tells customers they “deserve to use” these products.
c.
Drop the price of your new products to the point where customers will realize they are
getting a bargain.
d.
Develop a promotional campaign that emphasizes safety and security needs being fulfilled
by these health-care products.
e.
Use a series of ads showing different health-care associations and societies endorsing the
use of these health-care products.
74. Cultural values and norms are passed down to children through the process of:
a.
accumulation
b.
encroachment
c.
assimilation
d.
socialization
e.
manifestation
75. Because her mother only went to the supermarket once a month, this is how Monique prefers to do her
grocery shopping. One of the reasons Monique is such an efficient shopper is that, like her mother,
Monique believes, “Waste not, want not.” The passing down of norms and values to Monique is an
example of:
a.
consumerism
b.
the socialization process
c.
acculturation
d.
the roles opinion leaders play in business decision making
e.
the role of society in consumer decision making
76. Madison announced to her family last night that she wanted a pair of inline skates. Her sister Bailey
said she thought it was a stupid idea. Their mother, Wanda, said Madison deserved a special treat for
winning the science fair. Because her father Ned said nothing, Madison knew she was not getting the
skates. In terms of the roles played by family members in the consumer decision-making process:
a.
Madison was the initiator, and Ned had no role at all.
b.
Bailey was the initiator, and Wanda was the decision maker.
c.
Madison was an influencer, and Wanda was the decision maker.
d.
Madison was the initiator, and Ned was the decision maker.
e.
Madison was the initiator, and Bailey had no role at all.
77. All of the following are individual factors influencing consumer buying decisions EXCEPT:
a.
gender
b.
age
c.
family
d.
personality
e.
life-cycle stage
78. _____ is an orderly series of stages in which consumers’ attitudes and behavioral tendencies change
through maturity, experience, and changing income and status.
a.
Socialization
b.
The wheel of consumerism
c.
The family life cycle
d.
Lifestyle consumption
e.
Acculturation
79. An individual’s _____ is a composite of psychological makeup and environmental forces. It provides
consistency to an individual’s reactions to situations.
a.
acculturation
b.
socialization
c.
personality
d.
autonomy
e.
attitude
80. _____ is how consumers perceive themselves in terms of attitudes, perceptions, beliefs, and self-
evaluations.
a.
Socialization
b.
Personality
c.
Socialization
d.
Normalization
e.
Self-concept
81. Which of the following represents the way an individual actually perceives himself or herself?
a.
personal image
b.
idea self-image
c.
real self-image
d.
lifestyle image
e.
defined self-image
82. Chaz wants to be a pirate like Captain Jack Sparrow in Disney’s Pirates of the Caribbean movies. He
wears a bandanna and carries a toy cutlass. Though Jack Sparrow is fictional, Chaz’s role play reveals
his _____.
a.
superego
b.
compliant orientation
c.
ideal self-image
d.
real self-image
e.
socialization process
83. Clayton’s purchase behavior is influenced by his love of rodeo, his patriotism, a fascination with
agriculture, his love of country music, and his belief that everyone needs to enjoy life. All of these
things are part of which personal influence on the consumer decision-making process?
a.
attitude
b.
personality
c.
beliefs
d.
lifestyle
e.
experiential learning
84. Studies of how consumers relate to Internet entertainment classify them into nine different groups. One
category is “Mouse Potatoes,” who spend most of their time online, who want the most current
gadgets, and who believe the world pictured in the cartoon The Jetsons will someday exist. This is a
description of the _____ of “Mouse Potatoes.”
a.
self-image
b.
cultural bias
c.
lifestyle
d.
demographics
e.
socialization process
85. To analyze consumer lifestyles, marketers look at consumers’:
a.
activities, interests, and opinions
b.
behavior, personality, and social class
c.
geography, demography, and psychographics
d.
income, gender, and life objectives
e.
activities, personality, and demography
86. _____ is the analytical technique used to examine consumer lifestyles and to categorize consumers.
a.
An acculturation analysis
b.
A consumer audit
c.
Socialization
d.
Psychographics
e.
Demography
87. The process by which people select, organize, and interpret stimuli into a meaningful and coherent
picture is called:
a.
identification
b.
retention
c.
comprehension
d.
perception
e.
cognitive adaptation
88. Imagine life without that little spinning wheel icon to remind you that your computer is still searching
for a web site or copying documents. Without this wheel consumers might think the computer had
stopped working. This process in which consumers interpret this stimulus into a meaningful and
coherent picture is called:
a.
exposure
b.
perception
c.
retention
d.
cognition
e.
selection
89. On any given day, a person may be subjected to over 2,500 advertising messages but may only be
aware of 10 to 20 of them. This is called:
a.
selective distortion
b.
selective learning
c.
sporadic reinforcement
d.
intermittent selectivity
e.
selective exposure
90. When consumers change or distort information that conflicts with their feelings or beliefs, it is called:
a.
selective distortion
b.
selective dissonance
c.
intermittent reinforcement
d.
selective retention
e.
selective exposure
91. Families of police officers often alter information they hear about officers who die in the line of duty.
This _____ allows them to live and function without constant anxiety while their loved one is engaged
in a potentially dangerous job.
a.
selective retention
b.
selective distortion
c.
selective exposure
d.
faulty selectivity
e.
adaptive stimulus
92. A few years ago, Toro introduced a small, lightweight snowblower called the Snow Pup. Even though
the product worked great, sales failed to meet expectations because consumers perceived the name to
mean that the Snow Pup was a toy or too light to do any serious snow removal. This is how _____ can
influence the consumer decision-making process.
a.
selective distortion
b.
incorrect problem recognition
c.
lifestyle dissonance
d.
Americanization
e.
selective exposure
93. _____ occurs when consumers remember only information that supports their personal feelings or
beliefs.
a.
Intermittent reinforcement
b.
Selective exposure
c.
Selective retention
d.
Faulty selectivity
e.
Selective distortion
94. Cassandra, an accounting major, read an article stating that accounting graduates are receiving the
highest starting salary offers for business majors. The article also stated that marketing majors start
with lower salaries but surpass all other majors’ salaries within ten years. A week later Cassandra
doesn’t remember reading this last part of the article, just the first part. This is an example of:
a.
selective distortion
b.
selective exposure
c.
intermittent reinforcement
d.
selective socialization
e.
selective retention
95. Which of the following is the minimum difference in a stimulus that the consumer will notice?
a.
minimum level of perception
b.
absolute level of perception
c.
differential threshold of perception
d.
threshold level of perception
e.
unique threshold of perception
96. A driving force that causes a person to take action to satisfy specific needs is called a(n):
a.
instigator
b.
motive
c.
enforcer
d.
stimulus
e.
belief
97. Ranked from the lowest to the highest level, Maslow‘s hierarchy of needs model includes:
a.
safety, esteem, social, physiological, and self-actualization needs
b.
physiological, social, esteem, economic, and self-actualization needs
c.
psychological, safety, economic, esteem, and social needs
d.
physiological, safety, social, esteem, and self-actualization needs
e.
safety, economic, social, esteem, and self-development needs
98. According to Maslow’s hierarchy of needs model, the first needs most people would try to satisfy are
their _____ needs.
a.
safety
b.
physiological
c.
economic
d.
esteem
e.
derived
99. Dennis Haysbert stars in Allstate ads reminding consumers that they could be in a car crash or another
event requiring insurance. Hence the slogan “You are in Good Hands with All State.” These ads focus
on which of Maslow’s needs?:
a.
esteem needs
b.
economic needs
c.
safety needs
d.
physiological needs
e.
social needs
100. Jan’s twin sister Joan is a fantastic cook who makes wonderful homemade meals for her family. Jan
cannot cook and wishes she could do the same. An ad for Stove Top stuffing promises “one box, three
meal ideas, 30 minutes.” Jan makes a point of adding this item to her grocery list. According to
Maslow’s Hierarchy this ad appeals to Jan’s _____ needs.
a.
physiological
b.
interactive
c.
esteem
d.
safety
e.
self-actualization
101. Ralph played mediocre golf for over 20 years. Then he retired and vowed to improve his golf game by
buying one of the new golf clubs that promise increased distance and have a $700 price tag. According
to Maslow’s hierarchy of needs, Ralph is most likely trying to satisfy his _____ needs.
a.
social
b.
safety
c.
self-actualization
d.
physiological
e.
psychological
102. The slogan used by the manufacturer of Jaguar automobiles, “Don’t dream it. Drive it.” was intended
to appeal to consumers’:
a.
physiological needs
b.
social needs
c.
safety needs
d.
esteem needs
e.
self-actualization needs
103. If an advertiser wanted to create ads for a restaurant that stimulate the self-actualization motivation, it
would create ads that:
a.
emphasize hunger
b.
emphasize that only those people who want to tell others they have risen to the top of their
profession use the restaurant
c.
inform consumers about the cleanliness of the food preparation areas and procedures
d.
show people enjoying others’ company while eating in the restaurant
e.
indicate eating in the restaurant is what “you have earned and deserve”
104. The process that creates changes in behavior is called:
a.
selective adaptation
b.
learning
c.
involvement manipulation
d.
attitude adjustment
e.
behavior normalization
105. Manufacturers of consumer goods often give away trial sizes of new products to encourage:
a.
experiential learning
b.
selective perception
c.
continuous reinforcement
d.
conceptual learning
e.
problem recognition
106. _____ is a form of learning that occurs when one response is extended to a second stimulus similar to
the first.
a.
Belief generalization
b.
Belief discrimination
c.
Stimulus generalization
d.
Stimulus discrimination
e.
Attitude formation
107. Kent Longino is the marketing vice-president for Andersen, one of the largest manufacturers of
windows in the world. He is directing the introduction of a glass-encased sunroom that can be
assembled in a weekend. He wants to capitalize on Andersen’s existing reputation. Which learning
method should he attempt to stimulate when introducing the new product?
a.
conceptual learning
b.
experiential learning
c.
repetition learning
d.
stimulus generalization
e.
stimulus discrimination
108. Celestial Seasonings is a well-recognized brand of tea. It has differentiated itself from traditional teas
by producing herbal teas and teas using the more exotic white tea leaves. It has recently introduced
Celestial Seasonings Tea Dreams ice cream, a product it hopes will be successful due to consumers’
awareness of the brand. Celestial Seasonings is relying on _____ to make its new product a success.
a.
conceptual learning
b.
experiential learning
c.
repetition learning
d.
stimulus generalization
e.
stimulus discrimination
109. Omega is a prestigious brand of watch that is sold as a luxury product. It has a reputation based on
quality and attention to details. When the company introduces new timepieces it can count on a well-
established market already existing for the new product due to:
a.
perceptual generalization
b.
stimulus discrimination
c.
perceptual discrimination
d.
selective distortion
e.
stimulus generalization
110. At the beginning of every trailer for Disney’s Pixar film Wall-E they say “from the makers who
brought you Toy Story, a Bug’s Life, and Monster’s Inc., we are proud to present Wall-E.” Here, Pixar
was using _____.
a.
stimulus discrimination
b.
selective retention
c.
stimulus generalization
d.
social learning
e.
product reinforcement
111. _____ is the learned ability to differentiate between similar objects such as packages of different
brands of aspirin.
a.
Incentive discrimination
b.
Stimulus generalization
c.
Selective perception
d.
Selective generalization
e.
Stimulus discrimination
112. There are many travel agencies in the world. One of the largest is Thomas Cook, which is in England.
The slogan the travel agency has used for years is, “Don’t just book it. Thomas Cook it.” The slogan
implies that if you are making any travel plans, you should call the Thomas Cook agency and not some
other agency. What learning concept is Thomas Cook relying on with this advertising claim?
a.
selective retention
b.
stimulus discrimination
c.
perceptual generalization
d.
selective generalization
e.
stimulus generalization
113. Which of the following is an organized pattern of knowledge that an individual holds as true about his
or her world?
a.
belief
b.
value
c.
affect
d.
attitude
e.
descriptor
114. Christian understands that a Black Diamond brand tent is suitable for several weather conditions, such
as rain, snow, and sweltering heat. This is a description of his _____ about the Black Diamond tent
a.
beliefs
b.
attitudes
c.
standards
d.
motives
e.
valuations
115. _____ are learned tendencies to respond consistently toward a given object.
a.
Motivational cues
b.
Cultures
c.
Lifestyles
d.
Perceptions
e.
Attitudes
116. An attitude toward a product is:
a.
easy to change
b.
a person’s point of view about the product
c.
the same as a belief
d.
the same as “intention to buy”
e.
of short duration
117. A few years ago, tea was a product with relatively little growth and was considered to be a product for
the old and the middle-aged. Then tea manufacturers started promoting the health benefits of tea. Since
the introduction of the research on how tea provides the body with useful anti-oxidants, tea
consumption has increased by more than 25 percent, and it appears its market share will continue to
grow, especially among young women in their twenties. This is an illustration of how promotion can:
a.
change the importance of beliefs about product attributes
b.
change beliefs about product attributes
c.
add new beliefs about product attributes
d.
reinforce current beliefs about product attributes
e.
discover consumer needs about product attributes