Sensory marketing has proven to be largely ineffective as a marketing approach.
Hirosi ordered the expensive “heart attack special” at his local pub. It came with
one-pound hamburger and a full bucket of fries. Halfway through the meal, Hirosi was
not feeling well. Yet according to the sunk-cost fallacy,Hirosi will likely continue until
he has finished the ‘special.”
Constructive processing is much like a mental budget for the effort we’ll need to make
different choices.
Of the three groups of attitudes toward luxury, the largest group is “luxury is
indulgence”; this view is held mainly by seniors with wealth.
Most opinion leaders are celebrities rather than everyday consumers.
As a relationship grows and progresses, gift giving tends to become more ________.
A) exchange oriented
B) reciprocal
C) altruistic
D) reformulated
Erika landed a job as an analyst for a small marketing research firm whose task was to
observe and probe patient behaviors at a small Midwestern clinic. In her study, she
noticed that many of the patients had a tendency to underestimate the time since their
last doctor visit. The memory lapse she observed was due to a memory problem called
________.
A) omitting
B) averaging
C) telescoping
D) normalizing
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
What type of learning theory emphasizes that people are problem solvers who actively
use information from the world around them to master their environment?
A) instrumental conditioning
B) classical conditioning
C) cognitive learning
D) operant conditioning
If the super rich bought ‘shredded Levi’s jeans” to wear to formal parties, they would be
exhibiting a sophisticated form of conspicuous consumption known as ________.
A) parody display
B) invidious distinction
C) downsizing
D) elaborated codes
A philosophy that translates customers’ feelings into design elements is called
________ engineering.
A) Kinsei
B) Sigma
C) relationship
D) reverse
Source ________ refers to the message source’s perceived social value.
A) valence
B) attractiveness
C) class
D) hierarchy
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
A customer buying an unfamiliar product that carries a fair degree of risk would most
likely engage in what type of decision-making?
A) cognitive decision-making
B) limited decision-making
C) habitual decision-making
D) affective decision-making
Kimberly has been contacted eight times in the last week by a pushy telemarketer. She
made the mistake of showing some interest in the product being sold and has not had
much luck in getting rid of the caller. Which of the following forms of power is being
exercised by the telemarketer?
A) expert power
B) referent power
C) reward power
D) coercive power
A ________ is a very short-lived fashion.
A) trend
B) fad
C) classic
D) style
Susan selects and runs her focus groups carefully. She wants to make sure that each
focus group member provides meaningful information for her research purpose. As she
is examining potential focus group candidates, she notices that three men and two
women seem to provide “yes” answers regardless of what she asks them. They seem to
want to be on the focus group very badly and appear eager to be “good subjects.” If
Susan follows prudent testing methodology, she should reject these test subjects in
order to avoid the possibility of which of the following biases?
A) neophyte bias
B) order bias
C) response bias
D) affinity bonding bias
Most groups exhibit a structure called a ________ in which some members are
somehow better off than others.
A) status hierarchy
B) social array
C) social mobility
D) symbolic reference
A consumer can recognize a problem as either an opportunity or a need. How should
promotions differ between those emphasizing opportunities and those emphasizing
needs?
A) Promotions emphasizing needs should attempt to increase the consumer’s ideal state,
while promotions emphasizing opportunities should simply give locations where the
products can be found for purchase.
B) Promotions emphasizing opportunities should attempt to increase the ideal state,
while promotions emphasizing needs should give locations where the products can be
purchased.
C) Promotions emphasizing needs should increase the ideal state, while opportunity
promotions should attempt to decrease the ideal state.
D) Promotions emphasizing needs should decrease the ideal state, while promotions
emphasizing opportunities should provide buying locations.
The ________ marketing perspective recognizes that people sort themselves into
groups on the basis of the things they like to do, how they like to spend their leisure
time, and how they choose to spend their disposable income.
A) personality
B) motivation
C) lifestyle
D) social
Characterize how Japanese social class structure relates to the goods and services
purchased by Japanese consumers.
People have a tendency to remember unusual ads more effectively than ads that are not.
Why? What is this phenomenon called?
Maleness versus femaleness and masculinity versus femininity-do these sets basically
mean the same thing? Discuss and illustrate with examples of sex-typed products.
Under what conditions would a customer resort to cognitive decision-making when
presented with a problem characterized as a need recognition? Give an example.
Use the example of a political campaign to discuss the relationship between various
cultural formulas and reality engineering.
Explain how religion can influence marketing and consumption. Provide at least two
examples to illustrate your response.
What is the elaboration-likelihood model of persuasion? Describe and discuss its
features. What are the implications of the ELM for marketing promotions?