Consumers are swayed more by negative word-of-mouth than by positive comments.
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 word for bribery in Japanese is kuroi kiri which translates to black mist.
A market researcher who analyzes a population of consumers using the variable of
marital status is segmenting the population by the demographic category of family
structure.
When Erica converted to Catholicism as an adult, she, by definition, entered into an
ethnic subculture.
Balance theory helps explain why consumers like being linked to positively valued
objects.
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.
Weber’s Law states that the intensity of the stimulus is greater if its duration is
increased.
In the era of Web 2.0, the focus of electronic marketing has shifted from C2C
e-commerce to B2C e-commerce.
The flamboyant consumption of the nouveau riche is an example of symbolic
self-completion.
M-PESA, a mobile-phone-based money transfer service, was initially designed to meet
the needs of developing nations before being adapted elsewhere. M-PESA is an
example of a ________ innovation.
A) complex
B) reverse
C) social
D) meme
Sam Bolton hums the Purina Cat Chow jingle as he drives down the expressway. A
thought suddenly occurs to Sam: “Why am I humming this stupid jingle? I don’t buy
this stuff. In fact, I don’t even have a cat.” Sam knows this jingle through ________.
A) stimulus generalization
B) reinforcement modeling
C) incidental learning
D) operant conditioning
Die-hard Apple fans post videos on YouTube claiming their affection for Apple
products. They could be said to have a(n) ________ type of relationship with the
product.
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love
The lower classes use more restrictive codes than do the upper classes. How does this
knowledge change the way insurance might be sold to a working-class man compared
to an upper-class man?
A) The promotion to the working-class man should emphasize his immediate
satisfaction in knowing that his family will be cared for, while the upper-class
promotion should emphasize the long-term consequences of the choice.
B) The promotion to the working-class man should emphasize the long-term benefits of
insurance, while the upper-class promotion should emphasize the short-term
consequences of the choice.
C) The promotion to the working-class man should emphasize pictures while the
upper-class promotion should emphasize words.
D) Both men would receive the same ad because elaboration codes have been found to
be irrelevant to this product category.
Do sex-related ads work? Which of the following best answers this question?
A) Overall, the use of a strong sexual appeal is not very well received.
B) They outperform all other appeal formats.
C) They are most effective when they attempt to “trick” the consumer into paying
attention.
D) There is no data to answer the question.
A group composed of people that the consumer actually knows is called a(n) ________
reference group.
A) aspirational
B) tribal
C) membership
D) networked
According to the basic marketing concept, a firm exists to ________.
A) influence popular culture
B) dominate market share
C) nurture relationships
D) satisfy needs
When a product is part of a user’s daily routine, the user is said to have a(n) ________
type of relationship with the product.
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love
Jane is a Baby Boomer. How is Jane most likely to be different from her mother when
her mother was 60 years old?
A) Jane is going to have fewer resources for retirement than did her mother.
B) Jane will think of herself as being much older than her mother did at the same age.
C) Jane will no longer be interested in youthful styles, while her mother was likely to
retain such interests.
D) Jane is much more likely to be physically active than her mother was at the same
age.
Thomas and his family recently toured the Gettysburg battlefield on their vacation. The
area was rich in history. While walking, Thomas remembered all the accounts of the
battle that he had read in school. He finally understood why this place had such a
special meaning in American history and to Americans in general. This tour is best
classified as an example of ________ consumption.
A) profane
B) objectified
C) sacred
D) crescive
Opinion leaders are more influential when they are ________.
A) much different than the people being influenced
B) quite similar to the people being influenced
C) older than the average consumer
D) wealthier than most consumers
Harry was the lead singer in a band that hit it big. For his birthday, Harry had two
hundred friends flown by chartered jets to a private island in the South Pacific. They ate
the most expensive food, and every morning the bungalows were burned to the ground
and rebuilt for the next night. Harry’s party is a good example of ________.
A) parody display
B) social mobility
C) ascribed status
D) conspicuous consumption
Which theory listed below assumes that learning takes place as the result of responses
to external events?
A) behavioral learning
B) episodic learning
C) incidental learning
D) Gestalt learning
Almost any technique that increases the novelty of a stimulus also improves recall of
the stimulus. This result is called the ________.
A) highlighting effect
B) von Restorff Effect
C) spacing effect
D) halo effect
If a consumer’s ideal state is very near or identical to his or her actual state, which of the
following best describes the type of problem recognition the consumer would most
likely have?
A) opportunity recognition
B) need recognition
C) search recognition
D) no problem recognized
Why do consumers sometimes replace a product that still functions?
A) desire for new features
B) change in the environment
C) change in person’s role
D) all of the above
What term refers to desired end states that can apply to many different cultures?
A) instrumental values
B) more
C) terminal values
D) norms
Word-of-mouth communication about products is thought to be influential because it is
perceived as ________.
A) being more reliable
B) coming from a trustworthy source
C) having more social pressure to conform associated with it
D) all of the above
A ________ is a custom with a strong moral overtone.
A) more
B) superstition
C) convention
D) monomyth
Under ________, utility is defined in terms of gains and losses.
A) prospect theory
B) heuristics
C) hyperopia
D) Zipf’s law
What is a decision-making heuristic? Describe two typical heuristics used in consumer
decision-making situations.
Explain the concept called age cohort. Briefly explain how marketers might use this
concept to segment markets.
Explain the three distinct stages of gift-giving rituals.
Describe the loss-aversion bias and provide an example from your own experience.
How can a myth be true and false at the same time?
Explain the term acculturation and indicate how the progressive learning model might
be used by marketers.
Suppose that it became fashionable to be overweight. How would the four models of
fashion (derived from the behavioral science perspective of fashion) explain how the
fashion norm would change from being underweight to being overweight?
The process of stimulus generalization is often central to branding and packaging
decisions that attempt to capitalize on consumers’ positive associations with an existing
brand or company name. In this context, list and briefly discuss the four strategies
based on stimulus generalization presented in the text.