Texting back-and-forth with a friend is an example of asynchronous interaction.
The first step in the perception process is exposure to a stimulus. Without exposure,
there would be no perception.
Marketing research has indicated that consumers have difficulty assigning personality
qualities to most mundane, functional products.
One of the goals of successful marketing is to have potential customers think of the
marketer’s product whenever they try to remember products within a certain category.
This remembered set of products is called an evoked set.
Eddie just bought a vintage Prowler. He can hardly wait to have the guys at the office
drool when they see him drive up in this extremely expensive purple “hot rod.” Eddie’s
reason for the purchase falls into the category described by Thorstein Veblen as
invidious distinction.
You can understand the following uniquely-printed sentence because of the Gestalt
principle of closure. Percption is imptant in undrstdng consmr bhavr.
The diffusion of innovations is a process whereby a new product, service, or idea
spreads through a population.
Shari Gomez sees the big red heart on the front of a Cheerios box and immediately
thinks of an ad she has seen that discusses the heart-healthy benefits of Cheerios. This is
an illustration of a stimulus-response connection.
Subcultures of young women in Japan start many trends that eventually make their way
around the world.
In the standard learning hierarchy model, attitude is based on behavioral learning
processes.
A marketing study found that respondents believed that a dark-haired model would be
more effective in selling gold jewelry than a blond-haired model would be if the
dark-haired model was not perceived to be ethnic. What two ideas of using celebrities
as communication sources are most likely to be at work here?
A) Celebrities should be attractive, but not too attractive.
B) The celebrity’s image should match that of the product, and blond-haired models are
too common for the exclusive image of gold.
C) The celebrity’s image should match that of the product and should embody cultural
meaning.
D) The celebrity’s image should embody cultural meanings that contrast with the
product’s cultural stereotypic image.
Product information that is transmitted by individuals to individuals is called ________.
A) independent analysis
B) product shuffle
C) reactance formation
D) word-of-mouth
Another term for positivism is ________.
A) interpretivism
B) pluralism
C) modernism
D) postmodernism
People who suffer from compulsive consumption are most likely referred to as
________.
A) materialistic
B) bankrupt
C) shopaholics
D) shallow
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.
Which of the following is NOT one of the four levels of the extended self?
A) family level
B) community level
C) social level
D) individual level
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
With respect to the acculturation process, what is the relationship between maintenance
and segregation?
A) People who belong to the dominant culture attempt to maintain their cultural
superiority by isolating the subcultural values of new immigrants and physically
segregating members of new subcultures into separate groups.
B) New immigrants often attempt to maintain their old cultural background by
segregating themselves, living and shopping in physically separated areas from the
main culture.
C) Members of a subculture who have been in a larger culture for a long period of time
maintain their alliance to the new culture by segregating themselves from new
immigrants.
D) The relationship is subtle. There is a constant battle between new immigrants
attempting to maintain their new identity and language and the dominant culture
applying pressure to segregate new immigrants, thus separating them from the new
culture.
________ 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
A student of postmodernism is most likely to believe that the world in which we live is
a(n) ________, or a mixture of images.
A) alternate reality
B) paradigm
C) consumerspace
D) pastiche
When we ________ products, we evaluate them using schemas we typically apply to
classify people.
A) prime
B) filter
C) imprint
D) anthropomorphize
Describe the functional theory of attitudesand its components (functions).
Describe the concepts of social stratification and compare and contrast achieved and
ascribed status.
Describe the concept of psychographics. Then compare the four forms of psychographic
analysis used in marketing.
Describe the concepts of brand personality and brand equity and explain how they are
related.
What is a market maven? How does a market maven differ from an opinion leader?
What is relationship marketing? Why is it so widely practiced by today’s marketers?
As we age, our values and priorities change. Researchers have identified a set of key
values that motivate older consumers. Marketing strategies aimed at the gray market
should relate to one or more of these motivational factors to be successful. Select one of
them and describe how marketers have applied it. The key values are:
-Autonomy
-Connectedness
-Altruism
Explain the concept of social mobility and its various forms.