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According to Malcohn Gladdwell, author of the Tipping Point, key influencers are
either mavens, connectors, or salesmen.
a. True
b. False
______ is segmentation based on consumer preference for specific product attributes or
benefits, usage occasion, user status, rate of product usage, or loyalty.
a. Demographic-based segmentation
b. Ethnographic-based segmentation
c. Psychographic-based segmentation
d. Geo-demographic based segmentation
e. None of the above is correct.
The cause always precedes an effect.
a. True
b. False
The idea that as preferences change when reference points related to those preferences
change is known as what concept?
a. Reference dependence
b. Preference reversal
c. The framing effect
d. The base rate
e. Invariance principle
Marketing in Russia is difficult in part because .
a. it is horne to Slavic, Turkic, Finno-Ugric and other cultures
b. it is so poor
c. of its relationship to Europe
d. of its extreme wealth
Which of the following is not one of the perceptions of risk discussed in your readings?
a. Financial risk
b. Functional risk
c. Physical risk
d. Psychological risk
e. All of the above are perceptions of risk.
The shift in buying behavior for those in the middle-market to buy luxury goods has
created a market called ______.
a. mass luxury
b. mass prestige
c. mass class
d. all of the above
John is shopping for a new cell phone. Upon entering the large electronics store, he
realized there were just too
many choices! He quickly became frustrated and ended up quickly choosing a brand he
had often seen advertised on television. John is experiencing a satisfaction paradox.
a. True
b. False
Comparative evaluation is easier, and therefore, more common than singular evaluation.
a. True
b. False
Consider the following example: Consumers are asked to evaluate two digital camera
cards:
Capacity Distortion Factor
Camera A: can hold 350 pictures .002
Camera B: can hold 400 pictures .I Camera C: can hold 450 pictures .2
Distortion factor was defmed for consumers since most consumers are unfamiliar with
this attribute. (Consumers were told that distortion factor lowers the picture quality, and
a lower number is better).
Under singular evaluation, consumers should prefer which brand?
a. A
b.B
c. c
d. AandB
e. All of the brands equally.
Selecting a brand by systematically rejecting all brands that do not have the key feature
you want, attribute by attribute until one brand remains is known as which choice
heuristic?
a. Lexicographic heuristic
b. Additive-difference heuristic
c. Conjunctive heuristic
d. Elimination-by-aspects heuristic
e. Price-quality heuristic
Consider the elaboration likelihood model and fill in the blanks: "When motivation or
_______is low, a person will follow the ______ route to persuasion."
a. opportunity; central
b. opportunity; peripheral
c. emotion; cognitive
d. ability; central
e. None of the above is correct.
Even though impulse purchases are made with little conscious thought, these purchases
are usually made with intention. In other words, consumers know they will purchase
some items impulsively.
a. True
b. False
Cognitive dissonance occurs when consumers second-guess their purchase decisions.
a. True
b. False
A few years ago, the car manufacturer, BMW, created a series of eight short films,
called, "The Hire," which aired on the Internet. The hires featured several famous actors
and directors. These movie shorts were viewed millions of times on the Internet. This is
an example of what type of product placement?
a. Advergaming
b. Branded entertainment
c. Product interaction
d. Product integration
e. Visual placement
Aligning activities consist of accounts, which are verbal assertions made in advance
designed to offset potential negative effects of a behavior; and claims which entail
excuses and justifications.
a. True
b. False
We tend to like people who are similar to ourselves.
a. True
b. False
Which age cohort in the United States was born after 1995?
a. Pre-depression generation
b. Depression generation
c. Baby boomers
d. Generation Z
The Interpretivism research approach applies the tenets of the scientific method to
explain and predict consumer behavior.
a. True
b. False
"These potato chips are very salty." This statement is an example of an attitude.
a. True
b. False
How might a marketer be hurt by cognitive dissonance?What could it do to avoid the di
fficulty?
What is the implicit association test (IAT)?
Discuss how prior knowledge influences how much information search a person
engages in.
Define stimulus-based, memory-based, and mixed choice.
Describe the three main categories of product attributes and provide an example for
each.
What is a preference reversal and what causes a preference reversal?
When questions are framed negatively, people tend to respond differently than when
problems are framed positively. Explain this.
What is the difference between organic word-of-mouth and word-of-mouth marketing?
