Materialism refers to the importance people attach to the fabric used in their clothing.
American society is shifting from a mass culture in which many consumers share the
same preferences to a diverse culture in which consumers have almost an infinite
number of choices.
The reality principle, according to Freudian psychology, is behavior guided by the
primary desire to maximize pleasure and avoid pain.
Customers are more likely to buy an inferior product now rather than wait for a better
one if their culture thinks of time as a map rather than as a river.
When a retail customer senses a sudden urge that simply can’t be ignored, the customer
is experiencing unplanned buying.
Lifestyle is a statement about who one is in society and who one is not.
Humorous ads get attention, but many times the humor distracts from the promotional
message.
If you were born between 1946 and 1964, you would be called a War Baby because two
wars occurred during that period of time.
Dove’s Campaign for Real Beauty features women with imperfect bodies modeling in
advertisements for skin and hair care products. The nature of the social comparison that
occurs when a consumer uses these marketing images as a benchmark is likely different
than the social comparison that occurs when a consumer sees advertisements for other
skin and hair care products.
Collective decision-making occurs when more than one person is involved in the
purchasing process for products or services that may be used by multiple consumers.
Gen Yers are the most diverse generation in American history.
If a retailer has decided to use a marketscape theme for its retail operations, the
retailer’s store images will be built on information and communications technology
features.
When a gas station blows “fresh coffee smell” around the gas pumps to tempt customers
to come inside for a cup, the gas station is using a form of ________ marketing to
influence customers.
A) one-on-one
B) subliminal
C) differentiated
D) sensory
Which of the following is the best tool for consumer activists to use in efforts to make
the public aware of unethical or questionable marketing behavior?
A) Web 2.0
B) B2C e-commerce
C) economics of information
D) compulsive consumption
Innovative merchants have turned to retail theming to provide new ways to stimulate
and encourage consumers during their shopping experience. A retailer that uses a
simulated outdoor environment (such as a fishing pond with real fish) to attract outdoor
enthusiasts to the retail store is using a ________ theme.
A) marketscape
B) cyberspace
C) mindscape
D) landscape
Research has indicated that the color ________ creates feelings of arousal and
stimulates appetite.
A) blue
B) red
C) yellow
D) black
Seventh Generation sells a line of cleaning products which is made from
environmentally-friendly ingredients. This is an example of ________.
A) cause marketing
B) sustainability marketing
C) conscientious consumerism
D) green marketing
Our culture’s current fascination with novels and movies such as the Harry Potter
Seriesand The Lord of the Rings, in which the magician and the patriarch triumph over
the sorcerer and the dictator, emphasizes the importance of ________.
A) consumption motives
B) archetypes
C) extroversion overcoming introversion
D) the superego overcoming the id
Based on motivational research, which of the following consumption motives most
likely explains a person’s motivation to purchase gourmet foods, foreign cars, or
perfume?
A) security
B) eroticism
C) disalienation
D) individuality
A common practice among advertisers is to create new relationships between objects
and interpretants by inventing new connections between products and benefits. How
would a marketer use hyperreality to find a new use for baking soda?
A) by associating the soda with its ability to absorb odors
B) by associating the soda with a fictional character called Simon Soda
C) by emphasizing the low cost of the soda
D) by informing the customers of the historic importance of baking soda in germ
protection
________ was first demonstrated in experiments performed on dogs by Ivan Pavlov, a
Russian physiologist doing research on digestion in animals.
A) Instrumental conditioning
B) Classical conditioning
C) Cognitive conditioning
D) Extinction conditioning
The mass market produces and consumes music, movies, sports, and other forms of
entertainment known as ________.
A) user-generated content
B) culture
C) urban dictionary
D) popular culture
Which American subculture is most likely to hold technology jobs and purchase
high-tech gadgets?
A) African American
B) Hispanic American
C) Asian American
D) Arab American
The way consumers feel about themselves, the things they value, and the things they
like to do in their spare time are part of how marketers segment using ________.
A) gender
B) age
C) social class
D) lifestyle
Samantha is passing down the cereal aisle when she spots a box of Frosted Flakes
cereal featuring Tony the Tiger on the box front. She remembers the taste of the cereal
and how much fun she had talking to Tony while she ate her cereal as a kid. She buys a
box and leaves the cereal aisle without examining any other cereal products. What
aspect of the retrieval process did Samantha use in her product search process?
A) salience
B) the von Restoff effect
C) the spacing effect
D) state-dependent retrieval
Promoters attempt to have their products shown prominently in full-length films. This
type of promotion is referred to as ________.
A) desacralization
B) objectification
C) product placement
D) advertainment
Mr. Patterson is 57 years old. His annual household income is $500,000. He has been
married to the same woman most of his adult life. He doesn’t spend much on clothing.
According to research, how is Mr. Patterson different from the typical American
millionaire?
A) He is older.
B) He has a long-standing marriage.
C) His household income is greater.
D) He doesn’t spend as much on clothing.
Consumers’ beliefs about what the future holds are an indicator of ________.
A) consumer confidence
B) optimism
C) price sensitivity
D) behavioral economics
Brands that we closely link to our rituals are called ________ brands; once they become
imbedded in our rituals we are unlikely to replace them.
A) fighter
B) fortress
C) transcultural
D) sacralized
Which of the following attitude functions is associated with a focus on particular social
identities and lifestyles (e.g., “What sort of man reads Playboy?”)?
A) utilitarian
B) value-expressive
C) ego-defensive
D) knowledge