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Steve was initially happy with his newly purchased personal computer. It had all the
features he wanted, including a large monitor and internal memory. But, as he was
taking the computer out of the box, Steve noticed an advertisement in the local
newspaper showing a similar computer for less than he paid. Suddenly, Steve began to
doubt his purchase decision and feel anxious -maybe he had not gotten such a good deal
and spent too much money on his purchase. Steve was experiencing:
a. bounded rationality
b. the evoked state
c. cognitive dissonance
d. the post-purchase depression
e. a satisfaction paradox
Social class is closely linked to self-esteem for consumers who feel that their wealth
was inherited.
a. True
b. False
The first brand to enter a new market often enjoys a long-term consumer preference
advantage over follower brands. This phenomenon is known as what?
a. Diversification effect
b. Repositioning
c. Majority fallacy
d. Cannibalization
e. Pioneering advantage
The scarcity principle is based on the premise of the diffusion of responsibility effect.
a. True
b. False
The framing effect is in direct violation to the invariance principle.
a. True
b. False
Demographic segmentation involves segmenting on the basis of cultural differences
among consumers living in
different cities, states, regions, or countries.
a. True
b. False
A heuristic is an assumption or conclusion that goes beyond the given information.
a. True
b. False
According to your readings, which of the following is not a tactic used for ingratiation
of oneself?
a. Self-presentation
b. Aligning activity
c. Opinion conformity
d. Flattery
e. Self-enhancement
People have a need for cognitive consistency.
a. True
b. False
An e-tailer is a retailer that operates on the Internet.
a. True
b. False
In attribute-based versus attitude-based choice, attitude information is typically more
accessible than specific attribute information (meaning the information is easier to
recall); but when there are few obvious differences among brands, attribute information
is considered more diagnostic than attitude information (meaning the information is
relevant to distinguishing between choices.)
a. True
b. False
Which of the follow is not an advantage of consumer generated advertising?
a. It is cheaper to produce than traditional advertising.
b. It can serve as a marketing research tool.
c. It can create a new level of involvement and intimacy with the brand for the
consumer doing the advertisement.
d. It is always positive so it floods the market with positive messages about the brand.
e. All of the above are advantages.
The elaboration likelihood model and the expectancy-value model are the most famous
examples of dual process models of persuasion.
a. True
b. False
Product placement occurs in all of the following types of media, with the exception of:
a. ffiUSlC
b. video games
c. books
d. movies
e. All of the above media have product placement.
Income is equally distributed in the United States.
a. True
b. False
Consumer behavior researchers are interested in consumer responses, which include
their emotional, mental, and behavior responses.
a. True
b. False
Enacted norms implicitly and informally prescribe acceptable behaviors.
a. True
b. False
The process of creating desirable images of oneself for others in order to control how
one is treated by others is known as impression management.
a. True
b. False
Mass marketing communications use all of the following tools except_______.
a. television
b. radio
c. newspapers
d. publicity
______ is a driving force that moves or incites us to act and is the underlying basis for
behavior.
a. Emotion
b. Affect
c. Regulatory focus
d. Attitude
e. None of the above is correct.
Brand laziness can explain many consumer routine choices.
a. True
b. False
Mary is extremely pretty, but most people think she is also very kind, and funny, and
smart; people just seem to like her. Mary may be the fortunate recipient of what type of
effect based on inferential belief?
a. Just-noticeable-difference effect
b. Positive association effect
c. Expectancy-value effect
d. Halo effect
e. Devil effect
What is psychographies and how are markets segmented using psychographies?
Our culture is built upon cultural values and cultural values are reflected in cultural
norms, although of course, there are different "types" of norms. Provide defmitions for
the different crescive norms discussed in your readings and provide examples for each.
Compare and contrast traditional mass marketing and Internet marketing.
Consider the statement, "After buying a $300 suit, a $30 tie seems cheap." What kind of
effect does this statement illustrate? Explain your answer.
When are thin slice inferences most accurate? In other words,when should a person
most their thin slice intuition?
Design an experiment to determine ifthere is a causal relationship between humorous
advertisements and brand attitude (reminder: brand attitude means how much someone
likes a brand). Make sure to indicate the independent anddependentvariables.
Describe the because heuristic.
