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An individual's motivation to distance himself from a negative reference group is never
as powerful as his motivation to please a positive group.
Shari Gomez sees the big red heart on the front of a Cheerios box and immediately
thinks of an ad she has seen that discusses the heart-healthy benefits of Cheerios. This is
an illustration of a stimulus-response connection.
According to a Freudian system of analysis, the superego is the counterweight to the
ego.
The American rich often indulge in luxury goods while pinching pennies on everyday
items.
When the Casa Sanchez restaurant in San Francisco gives free lunches for life to
anyone who gets its logo tattooed on his or her body, the restaurant is using identity
marketing.
Conditioning effects are more likely to occur after the conditioned and unconditioned
stimuli have been paired a number of times.
Unlike computers, people do not passively process whatever information happens to be
present.
American society is shifting from a mass culture in which many consumers share the
same preferences to a diverse culture in which consumers have almost an infinite
number of choices.
Participatory action research is also called transactional consumer research.
Secret shoppers may be used by marketers to test the effectiveness of service quality
among employees. This is a form of variable-interval reinforcement.
According to the retailer's rule of thumb based on the closure principle, when a sale
catalog is created, the prices (on average) of the products in the catalog should be
reduced by about 20 percent.
A consumer's ability to detect a difference between two stimuli is relative to the strength
of those stimuli.
When Erica converted to Catholicism as an adult, she, by definition, entered into an
ethnic subculture.
Lars has developed an online, multiplayer game that he thinks could be the next big hit
in computer-mediated environments. Lars is in the process of looking for financial
backers as he moves from the prototype of his game to the finished product. To
encourage financial backers, Lars should explain that for most people interested in
playing online games, the gap between their online and offline selves is narrowing.
One of the goals of successful marketing is to have potential customers think of the
marketer's product whenever they try to remember products within a certain category.
This remembered set of products is called an evoked set.
According to the functional theory of attitudes, attitudes exist because they are
hereditary.
Business ethics are rules of conduct published by the Better Business Bureau that guide
actions in the marketplace.
Demographics are statistics that measure observable aspects of a population.
According to the definition given in the text, the object of an attitude (Ao) can be an
object, but not a person.
Dungeons and Dragons is a role-playing game.
Research suggests that some consumer behaviors can be explained by a productivity
orientation, a continual striving to use time constructively.
Sylvester is a financially poor college student. He tries to make every purchase decision
a wise one because of his economic situation. Based on the types of risk mentioned in
the text, Sylvester's primary risk when making decisions would appear to be a
psychological risk.
The diffusion of innovations is a process whereby a new product, service, or idea
spreads through a population.
Habitual decision-making is the lowest order of buying decision-making.
The original opinion leadership framework of an influence network has been largely
displaced by the two-step flow model of influence.
Marketers have identified the key values of seniors. One of these is severing the
connections with friends and family so that seniors can feel free of restraints.
Claire remembers that uniquely wonderful taste that can only come from a frosty mug
of root beer. As she heads to the soft drink aisle in her grocery store, she decides that
today is the day to experience root beer again. Claire has just conducted what is called
an internal searchfor information.
The term plutonomy was coined to describe an economy that relies on a large and
healthy middle class.
Western cultures tend to subscribe to an independent understanding of the self, which
emphasizes the inherent separateness of each individual.
The most common method of identifying opinion leaders is to use the social registry
document kept by most city newspapers.
Which functional area of culture is most closely related to the idea of a common
worldview?
A) ecology
B) social structure
C) ideology
D) socio-psychology
Which term refers to marketing techniques that are used to encourage positive
behaviors such as literacy or discourage negative behaviors like drunk driving?
A) social media marketing
B) social marketing
C) public service marketing
D) services marketing
The sensory characteristic of a product that sticks with consumers, helping them to
remember the product in a unique way, is called the ________.
A) phoneme
B) schema
C) sensory signature
D) interpretant
A sociometric network analysis is likely to study all of the following EXCEPT which
one?
A) referral behavior
B) the use of surrogate consumers
C) the tie strength between members of a network
D) communication in social systems
The capacity to alter the actions of others is referred to as ________ power.
A) publicity
B) social
C) second-order
D) behavioral
Which of the following best explains how a minority of a product's users make up a
majority of sales of that product?
A) culture of participation theory
B) the 80/20 rule
C) positivism
D) role theory
________ means that the person who is least interested in staying in the relationship has
the most power.
A) Social loafing
B) Principle of least interest
C) Responsibility diffusion
D) Commitment
Kimberly has been contacted eight times in the last week by a pushy telemarketer. She
made the mistake of showing some interest in the product being sold and has not had
much luck in getting rid of the caller. Which of the following forms of power is being
exercised by the telemarketer?
A) expert power
B) referent power
C) reward power
D) coercive power
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
An active attempt to change attitudes is called ________.
A) behavior modification
B) persuasion
C) communication
D) cognition
A consumer researcher who believes in the paradigm of ________ believes that human
reason is supreme and that there is a single, objective truth that can be discovered by
science.
A) fundamentalism
B) interpretivism
C) positivism
D) postmodernism
Which of the following is an unpleasant psychological state?
A) density
B) arousal
C) crowding
D) expectancy
Home shopping parties most likely activate ________, in which people become so
caught up in the party spirit that they order products that they would normally not
purchase.
A) deindividuation
B) homophily
C) surrogate shift
D) principle of least interest
What is the first step in the standard learning hierarchyapproach?
A) affect
B) intentions
C) cognition
D) behavior
Wal-Mart tracks the habits of the 100 million customers who visit its stores each week
and responds with products and services directed toward those customers' needs based
on the information collected. This is an example of ________ marketing.
A) undifferentiated
B) database
C) relationship
D) consumer-generated
The popular marketing technique known as ________ marketing applies the principles
of instrumental conditioning by reinforcing regular purchases; consumers are given
rewards with values that increase along with the amount purchased.
A) rebate
B) discount
C) reward
D) frequency
Tracy, who named her car Sophie, talks to her friends about the personality traits of her
car. Tracy has ________ her car.
A) branded
B) archetyped
C) anthropomorphized
D) repositioned
________ roughly means whole, pattern, or configuration; this perspective is best
summarized by the saying "The whole is greater than the sum of its parts."
A) Freudian traits analysis
B) Weber's Law
C) Gestalt
D) Kinsei
"Casual Fridays" in American workplaces encourage the expression of a person's
________.
A) virtual self
B) dual self
C) cultural self
D) unique self
Grooming rituals express two kinds of binary opposition: private/public and ________.
A) work/leisure
B) self/others
C) pride/modesty
D) innocence/experience
A company wants to persuade a customer to buy its products. If the consumer is
characterized as having a high degree of involvement with products that are sold by the
company, what route to persuasion will the company most likely take?
A) a parallel route
B) a peripheral route
C) a circular route
D) a central route
Shannon Reeves and Tish Phillips remember their experiences with student protests in
the 1960s. Shannon remembers seeing Jimi Hendrix at Woodstock, and Tish remembers
burning her bra in front of the central administration building at Yale. These memories
about cultural heroes and events are one of the chief characteristics of an age ________.
A) paradigm
B) renaissance
C) cohort
D) perception
The ________ route to persuasion is taken when the receiver is not really motivated to
think about the arguments made in a communication message.
A) central
B) peripheral
C) dual
D) subconscious
Most Americans will state that they are always rushed for time even though many
people have opportunities for leisure. This perception is referred to as ________.
A) time poverty
B) the leisure paradox
C) psychological time
D) circular time
The cultural learning acquired through ________ leads immigrants to a process of
adaptation.
A) maintenance
B) translation
C) resistance
D) segregation
A ________ is a very short-lived fashion.
A) trend
B) fad
C) classic
D) style
A politician attempts to gain support for her campaign for mayor by releasing a poll
showing that almost 70 percent of the city's voters support her position on property
taxes. What basic psychological principle is the politician using to persuade voters that
she should be the next mayor?
A) consistency
B) authority
C) consensus
D) liking
In a typical ________ test, subjects are shown ads one at a time and asked if they have
seen them before.
A) recall
B) recognition
C) chunking
D) salience
Word-of-mouth communication about products is thought to be influential because it is
perceived as ________.
A) being more reliable
B) coming from a trustworthy source
C) having more social pressure to conform associated with it
D) all of the above
A hair cream remover meant to replace the razor was marketed to men but failed
miserably. Which determinant of diffusion was most likely to blame?
A) compatibility
B) trialability
C) relative advantage
D) observability
On her first visit to China, Jane did not know how to pay for the produce she had
selected at a market. She watched several Chinese women pay for their selections, and
then Jane copied their behavior. In this example, Jane used ________.
A) shaping
B) stimulus discrimination
C) modeling
D) stimulus generalization
Which of the following is the study of the processes involved when individuals or
groups select, purchase, use, or dispose of products, services, ideas, or experiences to
satisfy needs and desires?
A) lifestyle marketing
B) role theory
C) consumer behavior
D) marketing research
Another name for instrumental conditioning is ________ conditioning.
A) operant
B) neo-classical
C) stimulus
D) reward
When using the ________ rule of decision-making, a consumer evaluates brands on the
most important attribute, but specific cutoffs are imposed.
A) lexicographic
B) elimination-by-aspects
C) conjunctive
D) compensatory
Explain the difference between a need and a want, giving an example of each.
What characteristics of opinion leaders make them valuable sources for product
information?
Briefly describe and compare the three types of decision-making emphasized in the
text.
Identify the three components marketers use to express a consumption style and explain
why marketers would want to express a consumption style.
Identify the "Big Three" American subcultures. Discuss size and growth characteristics.
If you were designing a large retail outlet for customers with a polychronic orientation,
what would you want to provide?
Both the Fishbein model and the extended Fishbein model attempt to measure the
influence of attitudes. What was the flaw in the original model and what was added in
the extended model to correct this flaw?
Explain how the concept of self-esteem is used in advertising.
Variable reinforcements result in behavior that is more difficult to extinguish than fixed
schedules. Why?
List and briefly describe four of Ernest Dichter's major motives for consumption as
determined by motivational research.
What is database marketing? Why is it so widely used by today's marketers?
Describe the functional theory of attitudesand its components (functions).
It is generally felt that a hierarchy of effects describes the relative influence of the ABC
model of attitudes. Which hierarchy would be most appropriate for a consumer who is a
loyal Coca-Cola consumer and drinks Coca-Cola for the "pleasure of it"? Cite the
hierarchy and briefly describe its order and function.
One beer distributor identified a marketing segment as the "campus guzzlers." Explain
what factors could be used to identify this segment and why.
Describe the concepts of social stratification and compare and contrast achieved and
ascribed status.
Explain the concepts of the ideal and actual self. How do we bridge the gaps between
these two selves?
Describe three needs which are important for understanding consumer behavior.
Provide an example of each need and its related consumer behavior.
