_____ costs are the costs associated with changing from one choice, such as a brand,
retailer, or service provider, to another.
a. Switching
b. Transfer
c. Conversion
d. Shilling
e. Infiltrating
Which type of cues refer specifically to information found in the message that pertains
directly to the product, its attributes, its advantages, or the consequences of its use?
a. Central cues
b. Relational cues
c. Peripheral cues
d. Imperative cues
e. Sentiment cues
_____ refers to a change in behavior that occurs simply through associating some
stimulus with another stimulus that naturally causes a reaction.
a. Observational learning
b. Avoidance learning
c. Operant conditioning
d. Instrumental conditioning
e. Classical conditioning
Which of the following types of cognitive appraisals considers how fair some event is
and can evoke emotions like warmth or anger?
a. Anticipation appraisal
b. Agency appraisal
c. Equity appraisal
d. Outcomes appraisal
e. Introspective appraisal
BABY BOOMERS SCENARIO
The Baby Boomers represent a generational microculture that has lived the same
defining moments in history such as post-war affluence and progress. A huge
percentage of the Baby Boomers have reached retirement age, but according to a
survey, most Americans between the ages of 50 and 55 want to move on to an “encore
career” instead of retiring to a life of leisure like previous generations. Many of these
encore careers combine income with social impact, meaning these individuals want to
do something that can change the world. “Social sector” industry jobs, such as health
care, educational services, nonprofits, performing arts, museums, and libraries, are
expected to experience robust growth in the next decade, fitting nicely with the
aspirations of the Baby Boomer generation. Some Baby Boomers want to get involved
with social causes as a way to identify themselves as distinct from their predecessors.
The fact that many of them are now pursuing encore careers would mean that they
won”t have much time to spare in caring for their grandchildren. Their children might
be upset because they expect their parents to help with child care just as their
grandparents did for their parents. Many of these Baby Boomers have lesser number of
grandchildren than earlier generations as most of their children either decide to have no
kids or adopt a one-child policy. This makes it possible for their children to maintain a
lifestyle similar to their parents even though most of them are not as affluent or well-off
as their parents. Many firms that provide services for taking care of the elderly are
aware of the spending power of this specific population. The firms are conducting
research on the Baby Boomers to assess their needs based on attributes such as age,
income, gender, and religion. Refer to Baby Boomers Scenario. Many firms that
provide services for taking care of the elderly are aware of the spending power of this
specific population. The firms are conducting research on the Baby Boomers to assess
their needs based on attributes such as age, income, gender, and religion. This is an
example of a(n) _____ analysis.
a. psychographic
b. demographic
c. geographic
d. orthographic
e. ethnographic
In the United States, people attend funerals in black-colored clothes while in Japan,
people wear white-colored clothes. This expectation of dressing in appropriate color of
clothes according to the situation is an example of cultural _____.
a. stereotypes
b. norms
c. biases
d. sanctions
e. roles
A group to which a consumer does not want to belong is called a(n) _____ group.
a. primary
b. tangential
c. dissociative
d. aspirational
e. reference
Which of the following terms is used by marketers to describe the idea that consumers
are often bombarded with too much information in their daily lives?
a. Clutter
b. Noise
c. Distraction
d. Discord
e. Distortion
Mitch is a sales representative for Caterpillar, the world’s largest manufacturer of heavy
equipment. Caterpillar decides to send Mitch to China to help with the sales operation
in its newly established unit in Beijing. Mitch undergoes extensive training to
understand the way business is conducted in China. During his training, Mitch learns
about a practice called _____ according to which people in China expect a salesperson
to devote his resources in developing an acquaintance with the customer before they
even discuss business.
a. renquing
b. kaizen
c. guanxi
d. taguchi methods
e. ishikawa
Mark always avoids high-end brands as he considers them too expensive. However, in
one of his shopping trips, he notices that a luxury cologne was being sold at a
considerably reduced price. He buys two of these colognes even though he had to pay
slightly more than what he usually does. Which of the following is most likely to have
influenced Mark’s buying behavior?
a. Mere exposure effect
b. Just meaningful difference
c. Preattentive effect
d. Assimilative difference
e. Mere association effect
Which of the following theories proposes that consumers compare incoming
information to their existing attitudes about a particular object or issue?
a. Elaboration likelihood theory
b. Social judgment theory
c. Self-congruency theory
d. Balance theory
e. Behavioral influence theory
Which of the following belong(s) to the subordinate product category?
a. Vehicles
b. Couch
c. Furniture
d. Clothing
e. Beverage
Neer, a second-generation Asian immigrant, has had a close-knit upbringing. He is not
as orthodox as his family and has adopted the American culture to some extent. He
often has to deal with situations where he has to form preferences based on his Asian
culture or American culture. Which of the following terms best describes Neer’s
situation?
a. Intracultural
b. Bicultural
c. Integration
d. Enculturation
e. Isolation
Stacy had signed up her daughters for Brownie Girl Scouts few months back. Since
then, she had noticed a positive attitudinal change in them. They are now much more
disciplined and responsible. According to Stacy, this change has been brought about by
the Girl Scouts group. The change in Stacy’s daughters can be attributed to _____.
a. group influence
b. social couponing
c. group polarization
d. social stratification
e. social loafing
When Laura went to a particular store, she noticed that the price that rang up when she
was billing was much higher than the price that was advertised on the shelf. This was
the third time that she experienced the price differences in the same store but that did
not stop her from buying at that store. She was extremely satisfied with the quality of
the goods and this made her visit the store occasionally. But after the third incident, she
started expecting the price difference every time she went to that store. Which of the
following elements in the attribution theory corresponds best with Laura’s expectation?
a. Locus
b. Disposition
c. Control
d. Authority
e. Stability
In the elaboration likelihood model (ELM), nonproduct related information presented in
a message is referred to as a(n) _____.
a. central cue
b. peripheral cue
c. relational cue
d. inconsistent cue
e. abstract cue
When a consumer tends to continue a pattern of behavior until some stronger force
motivates him or her to change, it is called consumer _____.
a. inertia
b. share
c. apathy
d. equity
e. loyalty
The perceived relationship between the features or characteristics of products is known
as _____.
a. attribute hierarchy
b. attribute filter
c. attribute correlation
d. attribute network
e. attribute agreement
Which of the following types of behaviors occurs when a consumer actively seeks out
someone to share an opinion with regarding a negative consumption event?
a. Complaining behavior
b. Disconfirming behavior
c. Switching behavior
d. Antiloyal behavior
e. Satisficing behavior
Alice has always used Nokia phones since the time she got herself her first phone. She
is very comfortable with the user interface the brand provides. Even though she would
like to buy a Smartphone from a different brand, she is worried about the effort and
time it would take her to get acquainted to a different user interface. Which of the
following types of switching costs does this represent?
a. Transactional switching costs
b. Temporal switching costs
c. Financial switching costs
d. Procedural switching costs
e. Relational switching costs
Eva generally makes a list of things to be bought before going for grocery shopping on
weekends. However, last weekend she picked up some items that were not there in her
list as she realized that she needed these items when she saw them on display in the
store. This activity of purchasing the items that were not in the list is an example of
_____ shopping.
a. impulsive
b. unplanned
c. compulsive
d. decisive
e. experiential
SUPERFOCUS SCENARIO
Superfocus is a revolutionary concept in eyeglasses–it even received a 2010 The Wall
Street Journal innovation award. It is a type of eyeglass that allows the wearer to
change correction without changing glasses, or having to look through a certain part of
the lens like bifocal and progressive lens wearers must do. The round lenses are actually
two lenses with a clear fluid in-between. The outer lens is hard, while the inner lens is
flexible. There’s a little slider on the bridge that, when moved, pushes the fluid and
changes the shape of the inner, flexible lens. That, in turn, changes the correction, so a
user can see near, far, and everything in-between just by changing the position of the
slider. The only catch is that the lenses have to be perfectly round and the frames need
to be made out of stainless steel or titanium aluminum. This limits the frame style and
color choices for consumers.
Superfocus can be purchased through eye care professionals or directly from the
manufacturer online. The company has recently started using direct-response television
advertising to drive traffic to the website so consumers can learn more about this
product and sign up for a free trial offer. With prices starting at $700 a pair, the free trial
might help overcome some resistance due to the relatively high price.
Refer to Superfocus Scenario. Superfocus glasses were developed for people who have
multiple prescriptions but do not like bifocals or who have to continually change
glasses for different tasks like reading, computer work, or driving. By solving this
problem for consumers, which type of value is being delivered by Superfocus?
a. Hedonic
b. Rational
c. Complete
d. Utilitarian
e. Relative
Theo is looking at how distinct one nation is from another in terms of their cultural
values. In doing so, he learns that the United States is very similar to Australia and the
United Kingdom. The approach Theo is using to know the distinctness of countries
according to their cultural values is based on the concept of cultural _____.
a. diffusion
b. distance
c. lag
d. alliance
e. equity
____ justice refers to the extent that consumers believe the processes involved in
processing a transaction, performing a service or handling a complaint is fair.
a. Restorative
b. Retributive
c. Distributive
d. Retaliatory
e. Procedural
Which of the following types of analysis develops a profile of a consumer group based
on relatively tangible human characteristics such as age, ethnicity, sex, occupation,
income, region, religion, and gender?
a. Demographic analysis
b. Ethnographic analysis
c. Orthographic analysis
d. Geographic analysis
e. Psychographic analysis
A physiological dependency on the consumption of a product is also known as _____.
a. commodity fetishism
b. commodity narcissism
c. impulsive consumption
d. compulsive consumption
e. addictive consumption
Fruits in their season cost less than when they are not in season. This is an example of a
situational influence on value. Which of the following temporal factors best explains
this price variation?
a. Time simultaneity
b. Time constant
c. Time reciprocity
d. Time of the day
e. Time of the year
John has very little knowledge of cheese and seldom buys it. However, when he is
invited to dinner by a friend, a self-confessed cheese lover, John feels obligated to buy
cheese for him. When he comes back home after dinner, John finds that the Stilton
cheese he randomly chose and bought was displayed on the calendar in his kitchen.
Which of the following is most likely to account for John’s choice of cheese?
a. Mere exposure effect
b. Just meaningful difference
c. Skinner’s Law
d. Weber’s Law
e. Just noticeable difference
An amusement park was recently inaugurated in Tampa, Florida. All the customers who
visited the park the first few days were sent a feedback form via email to rate their
overall satisfaction on a scale. The form included a set of ten questions with four
answer options; completely dissatisfied/dissatisfied/satisfied/completely satisfied. This
scale is an example of a(n) _____ measure.
a. attribute-specific
b. disconfirmation
c. unstructured
d. direct, global
e. open-ended
Janice spends her weekends window shopping at various malls. She acknowledges that
her weekend shopping outing is driven by boredom rather than any intention of making
a purchase. She finds these outings interesting and relaxing. This is an example of
_____ shopping.
a. acquisitional
b. epistemic
c. experiential
d. impulsive
e. adaptive
A sense of attachment, dedication, and identification with a brand or service provider is
known as customer _____.
a. commitment
b. inertia
c. share
d. empathy
e. apathy
The statement, “I really like my new tablet computer,” best reflects the _____
component of attitude.
a. cognitive
b. affect
c. behavior
d. abstract
e. relational
The just meaningful difference (JMD) represents:
a. the smallest amount of change in a stimulus that would influence consumer
consumption and choice.
b. how consumers interpret different information in ways that are biased by their
previously held beliefs.
c. the contrast reaction that occurs when a stimulus has characteristics that can be
readily recognized as an example of a specific category.
d. how consumers form opinions about one brand over another based on the
information provided by marketers.
e. the process by which consumers filter out unwanted details when they are exposed to
a stimulus.
An inequitable exchange can occur when a consumer believes that he or she has been
taken advantage of by a company or when another customer has been treated more
favorably.
The term search regret refers to the negative emotions that come from failed search
processes.
Marketers need to know how consumers will react to unknown words when creating the
name for a new product or new company.
Declarative knowledge is represented in an associative network when two nodes are
linked by a path.
Marketers use the term “noise” to describe the idea that the environment often
bombards consumers with too much information in their daily lives.
Consumer satisfaction is a mild, positive emotional state resulting from a favorable
appraisal of a consumption outcome.
Impulse purchases are never motivated by feelings.
Underlying attributes are visually apparent and easily recognizable.
Time pressure represents an urgency to act based on some real or self-imposed
deadline.
Ideal expectations are expectations about what a consumer really wants to happen
during an experience if everything were ideal.
When a consumer retrieves information from long-term memory, it is processed once
again in sensory memory.
The International Bartenders Association is an example of a primary reference group.
The ego-defensive function of attitudes enables a consumer to protect him- or herself
from information that may be threatening.
Consumers learn marketing-related information both intentionally as well as
unintentionally.
Clever ads work best for common consumer products, whereas comedic ads are usually
more appropriate for higher-end, luxury, or high-involvement products.
A social schema is the cognitive representation that gives a specific type of person
meaning.