When a product is ________, memory of the ________-related attributes increases.
A) scented; non-scent
B) non-scented; scent
C) auditory; non-auditory
D) non-auditory; auditory
E) quiet; scent
Answer:
The ________ component of the consumer decision-making model is concerned with
how consumers make decisions.
A) process
B) output
C) decision
D) input
E) emotional
Answer:
A study that investigated the interrelationship between consumers’ attitudes toward
local and global products identified all of the following relevant dimensions for
measuring attitudes EXCEPT ________.
A) entertainment
B) furnishings
C) acculturation
D) food
E) lifestyles
Answer:
Culture can exist and sometimes reveal itself at different perceived or subjective levels.
The ________ level refers to shared core values, customs, personalities, and
predispositional factors that tend to capture the essence of the character of the citizens
of a particular country.
A) supernational
B) supranational
C) subnational
D) national
E) group
Answer:
The type of Twitter user that follows about the same number of users as follow them is
known as a ________,
A) Spammer
B) Conversationalist
C) Celebrity
D) Lurker
E) Squatter
Answer:
Mobile devices provide four types of value to users. ________ value describes the
characteristic that mobile devices help consumers feel accepted by others and may
impress others.
A) Monetary
B) Hedonic
C) Convenience
D) Emotional
E) Social
Answer:
Which of the following is least likely to convey a fragrance brand’s image on its own?
A) the product’s name
B) the product’s appearance
C) the product’s packaging
D) the product’s features
E) the product’s fragrance
Answer:
The point at which a person can detect a difference between “something” and “nothing”
is that person’s ________ for that stimulus.
A) adaptation level
B) absolute threshold
C) just noticeable difference
D) differential threshold
E) sensory adaptation
Answer:
________ is the self-regulatory group that monitors complaints from companies and
consumers regarding truth in advertising and often determines what ads can and cannot
state.
A) The Children’s Advertising Review Unit
B) The National Advertising Review Council
C) The Federal Communications Commission
D) The Department of Health and Human Services
E) Commercial Alert
Answer:
Tests containing ambiguous stimuli, such as word-association tests and ink blots are
examples of ________.
A) observational techniques
B) projective techniques
C) depth interviews
D) mechanical observation tests
E) physiological observation tests
Answer:
CRAFT MINI CASE: Global Craft is an importer of crafts from Indian and African
craftsmen to the United States. The company broadcasts a standardized advertising
campaign nationwide emphasizing the fair price that it pays for the crafts that it
imports, supporting rather than exploiting these craftsmen. Its advertising also serves
to introduce American consumers to international craft products to which they may not
have been already introduced.
In the CRAFT MINI CASE, Global Craft’s advertising strategy would be best described
as ________.
A) heterogeneous
B) localized
C) individualized
D) value-driven
E) standardized
Answer:
Examples of ________, like stating “brand A is best,” are considered acceptable
because consumers generally understand that there is no credible way to determine
what best means.
A) puffery
B) product placement
C) true
D) reliable
E) sincere
Answer:
DOG TREAT MINI CASE: Observing consumers at veterinary clinics, pet superstores,
and grocery stores, Happy Dog determined that consumers were more likely to buy
expensive dog treats at their veterinarians’ offices than at grocery stores or pet
superstores. Happy Dog researchers also observed that consumers spent less time
looking at the pet treats before purchasing them when the treats were purchased at the
veterinarian’s office because they assumed that anything on offer at a veterinarian’s
office must be good for their pets. As a result of this research, Happy Dog Beef Treats
are sold only at the offices of veterinarians and dog groomers and are more expensive
than the average dog treat that pet owners might purchase at the supermarket. Happy
Dog recently modified its treat recipe to come out with NEW, JUICIER Beef Treats for
pet owners to use to reward their dogs. Advertisements promoting the new recipe show
a young boy teaching his dog a series of tricks by rewarding her consistently with
Happy Dog Beef Treats. At the end of the commercial, the boy cues his dog for the
tricks in front of his parents, she performs, and his parents clap proudly.
In the DOG TREAT MINI CASE, Happy Dog’s advertisement shows its Beef Treats as
a means of fulfilling which of the following core American values?
A) humanitarianism
B) individualism
C) achievement
D) freedom
E) efficiency
Answer:
The age subculture that is most likely to use cell phones and text messaging is the
________ subculture.
A) Baby Boomers
B) Generations X
C) Busters
D) Generation Y
E) Seniors
Answer:
Google’s most prominent use is ________.
A) its search engine
B) its web-search ads
C) its online display ads
D) its mobile ads
E) its video ads
Answer:
Which of the following is NOT something a reference group must do to influence its
members?
A) Inform or make members aware that the brand or product exists
B) Provide the individual with the means or capital to purchase the product
C) Provide the individual with the opportunity to compare his or her own thinking with
the attitudes and behavior of the group
D) Influence the individual to adopt attitudes and behavior that are consistent with the
group’s norms
E) Legitimize the member’s decision to use the same products as other members
Answer:
Which of the following is true of consumer brand beliefs in the context of changing
consumer attitudes?
A) Consumers tend to interpret ambiguous information in ways that challenge their
preexisting attitudes.
B) Consumers frequently resist evidence that challenges strongly held attitudes or
beliefs.
C) The easiest way to change consumer attitudes is to attack longstanding brand beliefs.
D) Consumers generally embrace evidence that challenges strongly held attitudes and
beliefs.
E) Brand loyalty is very rare and so it is relatively easy for marketers to change brand
beliefs.
Answer:
Within cognitive age, ________ is how similar a person’s interests are from those in his
or her age group.
A) feel age
B) look age
C) do age
D) interest age
E) chronological age
Answer:
Kristen is self-focused and seeks acceptance and attention from others. She is a
conspicuous consumer. She views her children as part of her image, and often gives in
to her children’s requests to make her life easier. When characterizing mothers’
socialization-related attitudes, Kristen would be categorized as a ________.
A) Struggler
B) Nurturer
C) Protector
D) Diva
E) Stoic
Answer:
How much did the United States spend on mobile advertising in 2012?
A) $1.3 billion
B) $1.7 billion
C) $2.3 billion
D) $4.3 billion
E) $6.43 billion
Answer:
At Gino’s Italian Bistro, waitresses ask each table whether or not they have dined at
Gino’s before. A manager is sure to stop by every table with first-time guests to thank
them for trying the restaurant and to encourage them to return. In this case, the manager
visit constitutes ________ for the guests, making them feel like restaurant staff really
care about the quality of their experience.
A) feedback
B) a cue
C) a response
D) a motive
E) reinforcement
Answer:
Which of the following class strata view work as means to “buy” enjoyment?
A) lower-upper class
B) upper-middle class
C) lower-middle class
D) upper-lower class
E) lower-lower class
Answer:
Which of the following is NOT a characteristic of collectivists relative to individualists?
A) They attach more importance to explicit and implicit promises and third parties.
B) They rely more on word of mouth.
C) They prefer trusted, familiar sources when forming expectations.
D) They attribute less responsibility to themselves for good and bad outcomes to buying
decisions.
E) They are more responsive to social influence.
Answer:
Industry-wide self-regulation is in marketers’ best interests in that ________.
A) it is the only legal form of corporate collusion that provides sustainable economic
benefit
B) it is required by various pieces of legislation
C) it deters government from imposing its own regulations on industries
D) enforcement of such regulations is likely to be stricter than governmental regulation
E) consumers rarely complain about companies that they believe are part of such
self-regulatory schemes
Answer:
CLEANER MINI CASE: Oopsy All Gone is a new super cleaning powder that, when
mixed with water, will remove the toughest stains from carpets and upholstery. The
manufacturer, Clean Brite, has placed an advertisement in a magazine that is designed
to look like an editorial and presents information about the harmful chemicals present
in most household cleaners, while highlighting the mild ingredients in Oopsy All Gone
that are tough on stains but soft on skin. Oopsy All Gone also uses advertisements that
say it is the “best cleaner available.” Clean Brite has also arranged for Oopsy All Gone
to appear in a popular sitcom, where the main character spills a drink on his neat-freak
friend’s white couch while housesitting for the weekend.
In the CLEANER MINI CASE, the product placement will be more memorable if it is
________, but will have a greater impact on consumption if it is ________.
A) in a show aimed at adults; in a children’s show
B) in a children’s show; in a show aimed at adults
C) subtle; prominent
D) prominent; subtle
E) overt; covert
Answer:
Which of the following social class strata are typically conspicuous users of new
wealth?
A) upper-upper class
B) lower-upper class
C) lower-middle class
D) upper-lower class
E) low-lower class
Answer:
________ are measures that predict consumers’ future purchases on the basis of past
buying information and other data.
A) Showroom analytics
B) Predictive analytics
C) Geofencing analytics
D) Social analytics
E) Consumer spying analytics
Answer:
Most marketers prefer to target consumer segments that are relatively ________.
A) small
B) stable in terms of consumption patterns
C) unpredictable
D) inaccessible
E) expensive to pursue
Answer:
According to Maslow, ________ are the first and most basic level of human needs.
A) egoistic needs
B) physiological needs
C) self-actualization needs
D) safety and security needs
E) social needs
Answer:
Helen enjoys Jack’s Links beef jerky. By contrast, she is indifferent to Oberto beef
jerky, and dislikes Pemmican beef jerky. Oberto beef jerky is part of Helen’s ________.
A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set
Answer:
A ________ strategy involves standardization of both the product and the
communications program.
A) local
B) national
C) restricted
D) global
E) mixed
Answer:
When consumers receive too much information and then find it difficult to encode and
store it, ________ occurs.
A) chunking
B) encoding
C) long-term store purging
D) short-term store purging
E) information overload
Answer: