Motivational research relies on ________ of individual consumers.
A) psychographic profiles
B) Jungian analysis
C) behavioral targeting
D) depth interviews
More than fifty percent of all Hispanic Americans are concentrated in just six American
metropolitan areas. Which of the following is NOTamong them?
A) Colorado
B) California
C) New York
D) Texas
According to the ________ hierarchy, the consumer considers purchases based on an
attitude of hedonic consumption (such as how the product makes him or her feel or the
fun its use will provide).
A) experiential
B) habitual
C) low-involvement
D) standard learning
What term refers to the hardware system upon which a social game is played?
A) genre
B) platform
C) mode
D) milieu
80% of brand mentions online are made by just 6.2% of social media users. Forrester
Research calls these influencers ________.
A) salespeople
B) power users
C) mass connectors
D) mass networker
Ralf and his brother had a business in a Midwest college town taking SUVs and
modifying them into tailgating machines. These “awesome party wagons” were
equipped with the owner’s desired team logo on the front, side, and back; gas grills; and
large beverage coolers. Their business boomed, especially when the university had a
winning season. Ralf and his brother were creating and selling what could be best
described as ________.
A) myth carriers
B) ritual artifacts
C) symbolic exchange objects
D) attitudinal reciprocity products
Which of the following terms refers to the online means of communication,
conveyance, and collaboration among interdependent and interconnected networks of
people, communities, and organizations?
A) open data partnership
B) social media
C) synchronous interaction
D) asynchronous interaction
Chet meets each Wednesday night at his local bookstore with a small group of computer
enthusiasts. The group calls itself X-Hackers because at one time all of these select
members were hackers. Today, members of the group have similar values and have
pledged to stop computer hacking. Which membership group factor best describes what
brings this group together?
A) propinquity
B) mere exposure
C) group cohesiveness
D) avoidance
A retailer decides to reduce the price of a sport coat that normally costs $98. The
reduction in price is $3. The storeowner believes that the reduction will catch the eye of
the value shopper. If the sport coat does not sell, the retailer might wish to consider
which of the following before making another price change?
A) subliminal perception
B) the figure-ground principle
C) the golden triangle
D) Weber’s law
The Berry and Dale advertising agency has proposed a new campaign for Bayer Aspirin
to overcome the public’s tendency to “tune out” Bayer commercials. The proposed
technique involves creating ten different 15-second spots that all demonstrate reasons
for using Bayer Aspirin. Which of the following theories of message communication is
the agency trying to account for in its proposal for Bayer Aspirin?
A) the trait-factor theory
B) the balanced communication theory
C) the two-factor theory
D) the theory of reasoned action
What type of cybermediaries are intelligent agents?
A) They are cookies used to track IP addresses of computer users.
B) They are people who can help computer users with problems they encounter when
trying to shop online; contacts are direct and in-person.
C) They are sophisticated software programs that use collaborative filtering
technologies to learn from past user behavior in order to recommend new purchases.
D) They are search engines specifically designed for online marketing and other forms
of e-commerce.
The ________ influence is the reference group influence that helps the consumer make
decisions about specific brands or activities.
A) normative
B) comparative
C) selective
D) coercive
Jack isn’t motivated to spend time thinking about what his mom’s birthday present could
be so he just orders her flowers yet again. Jack is experiencing ________.
A) boredom
B) emotional decision making
C) inertia
D) mental budgeting