Consumers who do not place heavy weight on the opinions and feelings of others are
called _____.
A. independents
B. interdependents
C. high self-monitors
D. low self-monitors
E. conspicuous consumers
For which stage of the product life cycle is the size of the decision-making unit likely to
be neither small nor large, but medium?
A. introduction
B. growth
C. maturity
D. decline
E. fortification
Low-involvement learning often involves _____.
A. classical conditioning
B. iconic rote learning
C. modeling
D. all of the above
E. none of the above
Sandy uses online banking, and her bank charges her $4.99 per month. However, she
has seen ads for a competing bank offering free online banking services. She’d like to
switch, but she realized that it might be difficult to do since she has several of her bill
payments set up as automatic debits. The cost of changing to another bank represents
Sandy’s _____.
A. incurred costs
B. switching costs
C. effort costs
D. balancing costs
E. committed costs
Attention is determined by which factor?
A. the stimulus
B. the individual
C. the situation
D. a and b
E. a, b, and c
Stephanie is 17 and belongs to the high school drill team. One of her best friends is
Bobby, the team manager who is openly gay. Which label is appropriate for Stephanie?
A. Tween
B. Generation Z
C. Generation X
D. young adult
E. gay friendly teen
When perceptions of product performance match expectations that are at or above the
minimum performance level, _____ generally results.
A. satisfaction
B. dissatisfaction
C. nonsatisfaction
D. elation
E. surprise
_____ occurs when one fast-forwards through a commercial on a prerecorded program,
and _____ involves switching channels when a commercial appears.
A. Zapping; muting
B. Zapping; zipping
C. Zipping; muting
D. Zipping; zapping
E. Muting; avoiding
Which VALS segment of consumers is style conscious and trendy, has limited income,
and feels life isn’t fair?
A. Experiencers
B. Strivers
C. Survivors
D. Makers
E. Believers
Duane is of average intelligence, and like most consumers, he cannot compare too
many alternatives at one time. This limited capacity for processing information is
known as _____.
A. working memory
B. bounded memory
C. bounded rationality
D. bounded processing
E. finite processing
Which type of group’s presumed perspectives or values are being used by an individual
as the basis for his or her current behavior?
A. cohort group
B. generation group
C. community group
D. reference group
E. modeling group
Which of the following is NOT a type of cost associated with perceived risk?
A. social cost
B. time cost
C. effort cost
D. physical cost
E. spatial cost
Evaluative criteria can differ on which of the following?
A. type
B. number
C. importance
D. a and b
E. a, b, and c
Generally speaking, compared to attitudes formed under the peripheral route, attitudes
formed under the central route tend to be _____.
A. stronger
B. more resistant to counterpersuasion attempts
C. more accessible from memory
D. more predictive of behavior
E. all of the above
For a period of time, Energizer Batteries used mock commercials for seemingly boring,
mundane products. A few seconds into the mock commercial, viewers heard the
distinctive drumbeat of the Energizer Bunny before it marched across the screen.
Several viewers said that when they heard the drums, they looked at and attended to the
commercial because they liked the bunny. However, over time, viewers stopped paying
attention to the commercial. What theory suggests that if a stimulus doesn’t change,
over time we adapt or habituate to it and begin to notice it less?
A. Adaptation level theory
B. Dual-coding theory
C. Expectation theory
D. Wear-out theory
E. Over-exposure theory
A household’s purchasing power is a function of which of the following?
A. income and accumulated wealth
B. age and gender
C. income and education
D. occupation and income
E. social class and education
Jon purchased an antique watch on eBay from another consumer. Which type of sale is
this known as?
A. direct-to-consumer sale
B. consumer-to-consumer sale
C. personal sale
D. private sale
E. electronically-mediated sale
David is a retired attorney who is satisfied and comfortable with his life. He keeps
informed about the world by reading three newspapers a day and attends lectures at the
senior activity center near his home. He is very content with his life, and he tends to
center his leisure activities around his home. He plans his purchases carefully and looks
for functionality, value, and durability in the products he buys. Which VALS segment
best describes David?
A. Achievers
B. Makers
C. Innovators
D. Thinkers
E. Experiencers
Advertisements and packages for Kellogg’s Smart Start breakfast cereal include the seal
of the American Heart Association, indicating that it is a hearty, healthy choice. This
seal can influence consumers to purchase this brand because the American Heart
Association has a reputation of trustworthiness and expertise. The seal appearing on
packages and in advertisements represents a _____.
A. third-party endorsement
B. testimonial
C. two-sided message
D. sponsorship
E. message frame
Which term is often used interchangeably with the term “motivation”?
A. personality
B. emotion
C. need
D. perception
E. feeling