Sara is waiting for the results of a job interview she appeared for. She is anxious to
know about the outcome and hopes that she will be selected for the job. This is an
example of _____ appraisal.
a. anticipation
b. situational
c. agency
d. equity
e. retrospective
In a marketing message,the amount of knowledge that a source is perceived to have
about a subject is referred to as _____.
a. congruity
b. expertise
c. trustworthiness
d. visibility
e. intelligence
VISITING THE DENTIST SCENARIO
According to a survey conducted by the American Dental Association, almost 25
percent of Americans don”t go to the dentist as they nurture deep-rooted fears.
According to the general public opinion there’s plenty to fearpain, needles, gagging,
feeling of helplessness, invasion of personal space, and being lectured for not brushing,
flossing, or visiting often enough. Of course, avoiding the situation can make matters
even worse when a patient does finally visit the dentist. Some patients, especially older
ones, are reluctant to visit the dentist due to fears based on bad experiences when they
were kids. However, the dental industry has evolved tremendously over the years,
eliminating almost all pain for patients. Many dentists go even further to dispel patients’
fears, offering sedation, painkillers, entertainment, atmospherics, and spa services
during a patient’s visit. While sedation and painkillers have been offered for years,
several others are trying newer alternatives to enhance the dental experience for their
patients. For example, some dentists offer entertainment options such as TVs,
headphones with soothing music, or goggles for watching 3-D movies. Spa services
include warm neck rolls and hand and foot massages all in a Zen-like environment
complete with soothing waterfalls and candles. The most common technique, though, is
simply to provide “service with a smile”, which goes a long way in making patients
comfortable. The hope is that these efforts will minimize patients’ anxiety by creating a
positive atmosphere that will result in the recommended twice-a-year visits. Refer to
Visiting the Dentist Scenario. Patients feel fearful of visiting the dentist, though they
also know that keeping up the recommended twice-a-year visits is actually good for
them. This is an example of _____ appraisal.
a. equity
b. outcomes
c. anticipation
d. agency
e. retrospective
Jim considers himself a cheese connoisseur. He spends his weekend visiting various
cheese stores, trying out samples of different cheese and learning more about them.
However, Jim hardly buys anything during these weekend outings. This is an example
of _____ shopping.
a. acquisitional
b. epistemic
c. adaptive
d. impulsive
e. utilitarian
_____ refers to the personal relevance a consumer feels towards a particular product.
a. Involvement
b. Commitment
c. Reliability
d. Relativity
e. Compatibility
Which of the following TV ads for Shine, a toothpaste brand, is likely to hold more
appeal for a consumer who is right-brain dominant than for a consumer who is
left-brain dominant?
a. An ad where a dentist clinically explains why Shine is the best toothpaste
b. An ad where a family sings the reason why Shine is their favorite toothpaste
c. An ad which shows the Shine toothpaste being used by a dentist to clean giant-sized
dentures
d. An ad where an elderly couple talks about how their teeth are still very strong
because of Shine
e. An ad which talks about the advantages of a fluoride-free toothpaste
_____ is a relatively new approach to researching consumers and combines personality
theory and motivation.
a. Nomothetic approach
b. Idiographic approach
c. Single-trait approach
d. Self-congruence approach
e. Personology approach
_____ refer to direct contacts between the firm and a customer.
a. Touchpoints
b. Intersections
c. Target segments
d. Exchanges
e. Counterpoints
Which of the following eating disorders includes the starving of one’s body in the
pursuit of thinness?
a. Binge eating
b. Bulimia
c. Anorexia
d. Diabulimia
e. Pica
Kate loves buying gifts for her friends. It gives her immense personal satisfaction.
Which of the following types of shopping value is Kate most likely to receive from the
activity of buying gifts?
a. Affective shopping value
b. Hedonic shopping value
c. Impulsive shopping value
d. Absolute shopping value
e. Epistemic shopping value
Which of the following classifies consumers into eight distinct segments based on
resources available to the consumer, as well as three primary motivations?
a. PERT
b. AIDA
c. VALS 2
d. SIPOC
e. PRIZM
Renee Samson has been invited to take part in a formal dance programme next month.
Though she has a lot of gowns, she decides to go shopping for a new one that she had
seen at a sale. The gown is an example of a(n) _____ in the basic consumption process.
a. need
b. want
c. reaction
d. outcome
e. touchpoint
GIRLS” DAY OUT SCENARIO
Janice and her girlfriends generally reserve the last Saturday of every month for a
girls-only day out. Most of the girls in the group are her friends from school who like to
hang out together and they all share a passion for shopping. When Janice shops with the
group, she restrains herself from her bargaining-prone habit and ends up buying
expensive luxury brands as the group is very conscious of purchasing only high-end
brands. Janice’s best friend Maeve is considered the most informational among the
group. She knows everything about handbags and has an enviable collection of her
own. Everyone seeks her opinion before buying one. Once, a friend hired her to put
together an entire collection of handbags to go with an ensemble. Some designers were
even prompted to use Maeve’s expertise on handbags to promote their new handbag
collections in her social circle. They gave her a few handbags to carry around at parties
and other social events. Mauve also used a few social networking sites to write about
the brand and thus created excitement about the brand among her friends.
Refer to Girls’ Day Out Scenario. Janice’s gang of girls is an example of a(n) _____
group.
a. professional
b. associative
c. informal
d. aspirational
e. dissociative
Which of the following types of switching costs refers to the emotional and
psychological consequences of changing from one brand/retailer/service provider to
another?
a. Procedural switching cost
b. Financial switching cost
c. Relational switching cost
d. Transactional switching cost
e. Rational switching cost
Deanne is married to a very wealthy attorney and she wants everyone to know that. She
drives an expensive car, wears designer clothing, and diamond jewelry. In doing so,
which of the following traits does Deanne exhibit?
a. Audience effect
b. Conspicuous consumption
c. Self-monitoring
d. Downshifting
e. Innovativeness
Products that provide hedonic value to consumers but may be harmful in the long run
are known as _____ products.
a. deficient
b. salutary
c. pleasing
d. desirable
e. rational
Which of the following approaches to learning focuses on changes in one’s conduct that
occur as conditioned responses to stimuli, without concern for the cognitive mechanics
of the process?
a. Connectivist approach
b. Transformative approach
c. Constructivist approach
d. Behaviorist approach
e. Cognitve approach
Which of the following belongs to the superordinate product category?
a. Desk
b. Dresser
c. Furniture
d. Chair
e. Sofa
CHRISTMAS SHOPPING SCENARIO
Many consumers wait until the weekend before Christmas to do their gift shopping, and
Lanny is one of those consumers. She did not want to go to a crowded mall as she only
had a Saturday to do all of her shopping. She saw an advertisement that morning in the
newspaper for a new store that claims to be the “right destination for all kinds of
Christmas shopping.” She decided to go there instead of the mall in order to avoid the
crowd in the mall. While she was in the new store, she was trying to keep a track of her
purchases in her head in an attempt to avoid going overboard and winding up with a
huge credit card bill next month. In just two hours, Lanny was able to purchase all the
gifts she needed and even found a cute bracelet for herself though the bracelet was not a
part of the shopping list that she had made earlier. Refer to Christmas Shopping
Scenario. Lanny saw an advertisement in the morning for a new store that claimed to be
the “right destination for all kinds of Christmas shopping,” located in her little
downtown area. She decided to go there instead of the mall to avoid the crowd in the
mall. This is an example of a commercial that is based on the concept of _____.
a. cool hunting
b. meta-advertising
c. conquesting
d. advertiming
e. shockvertising
Jonah lives in a place where summers are unheard of and temperatures hardly rise
above sub-zero. As a result, people living in that region rarely take daily showers,
unlike people living in tropical regions. This difference in the frequency of showers
between cultures can be attributed to the difference in _____ factors.
a. accommodative
b. ecological
c. evolutionary
d. demographic
e. physiological
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. Some Baby Boomers
want to get involved with social causes as a way to identify themselves as distinct from
their predecessors. For example, an individual might get involved in the National
Literacy Campaign to help those who cannot read. Becoming a member of such groups
as a way to assert one’s identity is best described as _____.
a. divergence
b. resurgence
c. emergence
d. assimilation
e. stratification
Which of the following is true of the underlying attributes of a product?
a. They are readily apparent and easily recognizable.
b. They can be easily evaluated prior to actual purchase.
c. They are also referred to as search qualities.
d. They are used to infer the existence of perceptual attributes.
e. They can only be learned through experience with the product.
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. The fact that many of the Baby Boomers 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. This situation
involving conflicting expectations between parents and grandparents has the potential
to create _____ for the grandparents.
a. external conflict
b. cognitive dissonance
c. role conflict
d. expectation divergence
e. relational conflict
Which of the following refers to an approach that suggests that the three components of
attitudes may be formed in a sequential pattern?
a. Sequential approach
b. Hierarchy of effects approach
c. Spiral model approach
d. Waterfall model approach
e. Incremental build model approach
Running commercials for sleep medication during the middle of the night is an example
of _____.
a. shockvertising
b. cool hunting
c. advertiming
d. conquesting
e. meta-advertising
Which of the following is true of the information processing perspective to learning?
a. It assumes that the human brain is a “black box.”
b. It assumes that all cognitive processes are behaviors themselves.
c. It assumes that consumers directly respond to the stimuli to which they are exposed.
d. It assumes that changes in thought and knowledge precipitate behavioral changes.
e. It assumes that no description of what happens inside the human body can adequately
explain human behavior.
Which of the following represents how disparate one nation is from another in terms of
their CSVs?
a. Cultural distance
b. Cultural lag
c. Cultural diffusion
d. Cultural equity
e. Cultural alliance
_____ equivalence exists when two phrases share the same precise meaning in two
different cultures.
a. Scalar
b. Dialectic
c. Metric
d. Translational
e. Dialogic
_____ are observable, statistical aspects of populations including such factors as age,
gender, or income.
a. Psychographics
b. Strata
c. Traits
d. Identifiers
e. Demographics
CIGARETTE MARKETING SCENARIO
The marketing of cigarettes, a legal product, has a storied past. Prior to 1971, this
product was advertised heavily on television. Some ads even suggested that doctors
recommended certain brands over others. Consumer groups have claimed that tobacco
manufacturers knew the harmful effects of smoking but hid it from consumers and
continued to market the product. Now there are several restrictions on the marketing of
cigarettes, many resulting from a master settlement with several states to limit liability
from future lawsuit claims. Gone are the days of sports sponsorships and billboards that
tobacco manufacturers relied on heavily after the broadcast advertising ban. The current
threat to cigarette marketing is the Tobacco Control Act, which requires graphic
warning labels that will take up a substantial portion of the package.Refer to Cigarette
Marketing Scenario. Cigarettes are an example of _____ products.
a. deficient
b. salutary
c. pleasing
d. desirable
e. rational
Melissa wants to buy a new hair dryer. She considers five models and assigns them
belief ratings from 1= very poor to 10= very good and importance ratings from 10=
most important to 1=least important. She sets a mental cutoff of 5 as a selection
criterion for the model. According to the elimination-by-aspects rule, which of the
following models would she select?
a. Model D
b. Model B
c. Model C
d. Model A
e. Model E
George was planning to buy the latest smartphone. However, when he started searching
for related information on the Internet, he was overwhelmed by the amount of
information that was available on smartphones. George decided to ignore all the details
as he was unable to comprehend most of it. This is an example of information _____.
a. bias
b. overload
c. asymmetry
d. bottleneck
e. entropy
Kamal lives with his extended family consisting of his grandparents and parents. In his
country, people value faithfulness to one’s family to the extent that a person’s identity is
closely associated to the family’s identity. According to the CSV dimension, Kamal’s
culture is most likely to be high in _____.
a. isolationism
b. pluralism
c. collectivism
d. interventionism
e. protectionism
Which of the following is an element of consumer psychology?
a. Environment
b. Media
c. Implicit memory
d. Culture
e. Emotional intelligence
Interpretive research better enables researchers to test hypotheses as compared to
quantitative research.
True loyalty involves both a continuing series of interactions and feelings of attachment
between the customer and the firm.
A consumer with low satisfaction exhibits much more noticeable and persistent
behavior than does an angry consumer.
A strong, or high-quality, relationship is typified by a consumer who buys the same
brand each time a need for that product arises.
Consumer misbehavior expedites the flow of consumption activities.
Strategic initiatives include strategically engaging in socially responsible activities in
order to increase the value of the firm.
The superego works in accordance with the pleasure principle.
Census data revelations indicate that the largest portion of American consumers now
live in nonfamilies.
Expectations are preconsumption beliefs concerning what will occur during an
exchange and/or consumption of a product.
Perceived risk refers to the perception of the negative consequences that are likely to
result from a course of action and the uncertainty of which course of action is best to
take.
A corporate strategy is the way a company goes about creating value for customers.
Action-oriented shoppers who are emotionally aroused are far more likely to make
additional purchases beyond what was planned than are state-oriented shoppers.
Morals are personal standards and beliefs that are used to guide individual action.
Relativism refers to beliefs about the violation of written (or unwritten) laws.