Conditioning effects are more likely to occur after the conditioned and unconditioned
stimuli have been paired a number of times.
Marketers assist in the process called elaborative rehearsal when they use catchy
slogans or jingles to help consumers remember information about products or services.
Alternatives a consumer knows about are his evoked set, and the ones that he actually
considers are called his consideration set.
Latitudes of acceptance and rejection are important aspects of social judgment theory.
Social shopping is a hybrid of social networking and online retailing.
Men and women who are exposed to beautiful models in advertisements and
commercials are likely to alter their perceptions of their own body shapes.
The term Asian refers to 20 ethnic groups, the largest of which is Chinese.
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
Pepsi A.M. was positioned as a coffee substitute. In one test market, Pepsi A.M. was
introduced onto a university campus. It was both an immense hit and a total failure. The
product always sold out of the vending machines, but the consumption of coffee stayed
the same and the sale of other Pepsi products declined. In terms of levels of
categorization, discuss what created the problem in the test market.
According to the ________ perspective, under the right circumstances a group of
people is smarter than the smartest people within the group.
A) mere exposure phenomenon
B) wisdom of crowds
C) deindividuation
D) normative influence
Through the process of ________, immigrants make the unfamiliar familiar by
integrating symbols from their former lives into their new homes.
A) assimilation
B) maintenance
C) resistance
D) warming
Members of which of the following age cohorts are part of today’s gray market?
A) Generation Z
B) Generation Y
C) Generation X
D) The War Baby Generation
Memories of products are often replaced (forgotten) as we learn additional information.
This displacement of information is called ________.
A) the highlighting effect
B) interference
C) decay
D) generalization
Jeff had collected a nice wardrobe before graduating from college. All of his friends
considered him “well dressed.” After the first day at his new job, however, Jeff
immediately went out and replaced most of his clothes with what was considered to be
professional dress clothing. Jeff had just experienced the power of a new ________.
A) reference group
B) information cascade
C) avoidance group
D) brand community
What type of information search is a female customer engaged in when she scans the
newspaper ads every day for new information on fashions, even though she isn’t
thinking of buying anything anytime soon?
A) prepurchase search
B) ongoing search
C) internal search
D) delayed search
If a fireman told you to leave your apartment, you would comply because the fireman
has ________ power.
A) referent
B) legitimate
C) coercive
D) reward
Which of the following best describes the findings of research on using two-sided
messages to communicate with consumers?
A) Two-sided messages are widely used and are very effective in reaching target
audiences.
B) Two-sided messages are cost-prohibitive.
C) Two-sided messages can be quite effective, yet marketers rarely use them.
D) Two-sided messages are no different from one-sided messages and are used equally
by marketers.
Some color combinations come to be so strongly associated with a corporation that they
become known as the company’s ________.
A) position
B) signature
C) trade dress
D) schema