Chaz was asked by a market researcher which criteria he uses when purchasing beer. He
told the researcher that taste and price are important to him. Which method did the
researcher use to obtain this information from Chaz?
A. direct
B. indirect
C. projective
D. perceptual mapping
E. word association
The newest generation born after 1994 is referred to as _____.
A. the baby boom generation
B. Generation X
C. Generation Y
D. Generation Z
E. Tweens
Adam was working on a term paper and was exposed to so much information that he
devised a classification system to organize the different sources of information he was
using. This reflects which cognitive preservation motive?
A. need for consistency
B. need for attribution
C. need to categorize
D. need for objectification
E. need for autonomy
Tasha loves to shop at Macy’s. She can scan Jessica Simpson bar codes with her
Blackberry app and check prices and availability in Macy’s and other stores at the same
time. To which shopping segment does Tasha belong?
A. channel shoppers
B. super shoppers
C. omni-channel shoppers
D. mobile shoppers
E. none of the above
Kim did much of her Christmas shopping on the Internet last year. She enjoys buying
online and does so frequently. She also likes going to the mall so she can see and try on
the latest fashions. Kim represents which online shopper segment?
A. Virtual Shoppers
B. Status Strivers
C. Mall Maniacs
D. Fun Seekers
E. Mall Rats
Mitch seems to know everything about cars – at least that’s what his friends and family
think. He has been involved with cars since he was a child and even took an engine
apart and put it back together again by the time he was 16 years old. He reads several
publications related to cars, visits websites, and hangs out with others who are
interested in cars as well. Due to his enduring involvement with this product category,
Mitch would be considered a(n) _____.
A. product maven
B. opinion leader
C. product fanatic
D. product endorser
E. market leader
Which component of attitude represents one’s tendency to respond in a certain manner
toward an object or activity?
A. cognitive
B. affective
C. behavioral
D. orientation
E. personality
Harold was born in 1923. He entered young adulthood during World War II, and served
in the Navy during that war. He has witnessed radical social, economic, and
technological change in his lifetime. To which generation does he belong?
A. pre-Depression generation
B. Depression generation
C. baby boom generation
D. Generation X
E. Generation Y
Which group needs to understand how situational influences affect consumers’
disposition decisions?
A. marketers
B. government
C. environmental organizations
D. a and b
E. a, b, and c
Which of the following is the most common method of direct measurement of the
relative importance of consumers’ evaluative criteria?
A. rank ordering scales
B. semantic differential scales
C. constant sum scales
D. Likert scales
E. nominal scales
Environmental concerns don’t guarantee purchase of green products. Negative
perceptions are on the rise due to beliefs that green products are ___________.
A. too expensive
B. lower quality
C. not better for the environment
D. not green as claimed
E. all of the above
Which decision rule requires the consumer to rank the evaluative criteria in terms of
their importance and to establish a cutoff point for each criterion, and all brands are first
considered on the most important criterion, the second most important, and so on until
only one brand remains?
A. conjunctive
B. disjunctive
C. lexicographic
D. elimination-by-aspects
E. compensatory
Which of the following is a situational characteristic?
A. product
B. package
C. temporal perspective
D. demographics
E. social class
John doesn’t know very much about electronic equipment, but he wanted to get his
girlfriend an MP3 player for her birthday. His roommate, Hank, knows all about these
types of products and made a recommendation to John. For this product category, Hank
is known as a(n) _____.
A. market maven
B. opinion leader
C. interpreter
D. screener
E. market leader