According to a study of external search effort associated with different product
categories, as search effort increased, consumer attitudes toward shopping became more
________ and ________ time was made available for shopping.
A) negative; more
B) negative; less
C) positive; more
D) positive; less
E) negative; the same amount of
Answer:
Which of the following is true of social class as it relates to saving, spending, and
credit?
A) Upper-class consumers tend to use their bank credit cards for installment purchases.
B) Young professionals perceive themselves as being average and have a strong sense
of uncertainty about the future.
C) Lower-class consumers are more future oriented and confident of their financial
acumen.
D) Lower-class consumers tend to pay their credit card bills in full each month.
E) Upper-class purchasers use their credit cards as a convenient substitute for cash and
pay their credit card bills in full each month.
Answer:
Which of the following is NOT one of the guidelines marketers should follow when
using fear appeals?
A) understand the target audience’s reaction to a fear appeal and its previous
experiences
B) the boomerang effect
C) changing behavior is a long and complex process
D) try to achieve high levels of anxiety
E) repeat advertising using fear appeals in moderation over the long term
Answer:
In order to be persuasive, the receivers ________.
A) must decode the messages the way the senders intended
B) must like humor appeals
C) must like sexual appeals
D) must like violent images
E) all of the above
Answer:
In relation to consumer behavior, young female Hispanic consumers ________ than
non-Hispanic females.
A) prefer new, undiscovered brands more
B) traditionally shop at large grocery chains more
C) are more price- rather than fashion-conscious when it comes to clothing
D) prefer frozen to fresh or prepared food items more
E) have a higher need for uniqueness
Answer:
CAR MINI CASE: Carl is looking to buy a new car because he needs more space for
driving his kids to and from their after-school activities and for transporting all their
gear. His wife has suggested that the family buy a station wagon, but Carl has a
negative attitude toward station wagons because he feels that they are “Mom-mobiles”
that consign their drivers to a life of car pools and PTA meetings. He then sees an ad
for Subaru with a beautiful outdoor setting and attractive young people using a Subaru
station wagon. The voice-over discusses the physical attributes of the car and the
demographics of its owners. After seeing a Subaru ad portraying its station wagon as a
trendy automotive option for exciting young people looking for more cargo room than a
sedan and better fuel-efficiency than an SUV, Carl finds himself to be much more
enthusiastic about his wife’s station wagon suggestion. He purchases a Subaru, but
later begins thinking that he probably should have purchased a Volvo for its reputation
of greater safety.
In the CAR MINI CASE, Carl’s reconsideration of brand choice after he buys a Subaru
constitutes ________.
A) buying intention
B) niche marketing
C) indirect experience
D) defensive attribution
E) post-purchase dissonance
Answer:
The minimal difference that can be detected between two similar stimuli is called the
________.
A) perceptual threshold
B) differential threshold
C) sensory threshold
D) absolute threshold
E) sensation threshold
Answer:
Jeff wants to switch mobile phone carriers, but is concerned that if he switches, he may
have to compare all the different carriers’ calling plans again if he experiences a lot of
“dropped calls” with his new provider. He is perceiving ________ risk.
A) financial
B) psychological
C) time
D) physical
E) functional
Answer:
The ________ stage of consumer socialization occurs when a child is 7-11 years old,
which is when children capture the persuasive intent of ads, begin to process functional
cues regarding products, and develop purchase influence and negotiation strategies.
A) cognitive
B) hedonic
C) perceptual
D) analytical
E) reflective
Answer:
The selling concept focuses on the needs of the ________ and on existing products,
while the marketing concept focuses on the needs of the ________.
A) manufacturer; seller
B) buyer; manufacturer
C) seller; buyer
D) seller; manufacturer
E) buyer; seller
Answer:
Queens County (one of the five boroughs that make up the City of New York) is one of
the most multicultural counties in America, where ________ percent of its residents
were born outside the United States.
A) 26
B) 36
C) 46
D) 56
E) 66
Answer:
Which of the following is NOT a way for a consumer to overcome perceived risk?
A) use a random choice model
B) seek information
C) remain brand loyal
D) rely on store image
E) buy the most expensive model
Answer:
An extension of the theory-of-reasoned-action model is the ________, which adds the
construct of perceived behavioral control, which is a consumer’s perception of whether
the behavior is or is not within his or her control.
A) trying-to-consume model
B) theory of planned behavior
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model
Answer:
Some marketers prefer ________ because they feel that the dynamic interaction
between participants that takes place tends to yield a greater number of new ideas and
insights.
A) consumer panels
B) depth interviews
C) mail surveys
D) mystery shopping
E) focus groups
Answer:
The degree to which potential customers perceive new products as superior to existing
substitutes is its ________.
A) relative advantage
B) compatibility
C) complexity
D) trialability
E) observability
Answer:
MUSEUM MINI CASE: Central City Art Museum is looking to increase museum
revenues by trying to draw more people to the museum. Research has shown that the
most frequent users of the museum are over 55 years old, have college degrees, and
have a household income of over $100,000. Less frequent users of the museum have the
same education and income profile as frequent users, but tend to be younger, between
35 and 55. Surveys suggest that these younger adults would use the museum more
frequently, but do not have enough time due to the demands of their children and
families. In order to increase museum entrance revenues, the administrative team wants
to attract people who are likely to become heavy users of the museum when they get
older, and try to bring them into the heavy user category at an earlier age. In an effort
to encourage heavy museum use, the museum has begun a membership program that
offers discounts on museum entrance and gift shop purchases and special exhibit
preview events for members. The museum has also begun to offer free children’s art and
museum appreciation classes on weekend afternoons that will allow younger adults to
drop their children off once a week and then enjoy the museum’s exhibits and caf. In
order to promote its new children’s programming, the museum acquired an address list
of local households with children, including the ages of those children, and intends to
send tailored messages specifically highlighting programming that is age-appropriate
for each household’s children.
In the MUSEUM MINI CASE, dividing museum attendees into frequent users, less
frequent users, and non-users is known as ________.
A) geographic segmentation
B) benefit segmentation
C) usage rate segmentation
D) sociocultural segmentation
E) psychographic segmentation
Answer:
A study of more than 250 ads appearing in eight issues of Seventeen magazine, four
Japanese issues, and four American issues, found that teenage girls are portrayed
differently. The researcher concluded that these “differences correspond to each
country’s central concepts of self and society.” This study is an example of ________.
A) value measurement
B) consumer fieldwork
C) participant observation
D) field observation
E) content analysis
Answer:
The central tenet of ________ is that consumers are not always consciously aware of
why they make the decisions they do.
A) attitudinal research
B) complaint analysis
C) controlled experimentation
D) test marketing
E) motivational research
Answer:
Smobile (in “Smobile Web”) stands for ________.
A) solar + mobile
B) sustainable + mobile
C) smooth + mobile
D) social + mobile
E) self + mobile
Answer:
Streamline Luggage Company markets its roll-aboard suitcases to international
executives and businesspeople that travel regularly. This is an example of segmenting
based on ________.
A) education
B) occupation
C) conspicuous consumption
D) income
E) prestige
Answer:
SMITH MINI CASE: Carl Smith is a 45-year-old Baptist, African American living in
Louisiana. He frequently shops at Pinkerton’s for items like toothpaste and hair-care
products. Pinkerton’s is a large store that sells a wide range of products, from jewelry
to groceries to lawn mowers. Carl recently received direct-mail advertising from
Pinkerton’s urging him to purchase his holiday decorations before the season rush
starts.
In the SMITH MINI CASE, if Pinkerton’s chose to send direct mail with different
product features to different consumers based on the region of the country, Pinkerton’s
would be segmenting on the basis of ________ subculture.
A) racial
B) geographic
C) ethnic
D) religious
E) age
Answer:
TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come
out with its own line of Kleenex-like face tissues. In order to promote its new product,
Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of
April on local network television stations. During March, leading up to the movie
series, Paper Queen advertised the upcoming event during the same time slot on a
number of competing television stations in an effort to expose even channel surfers to
its advertising. After the promotions started, Paper Queen measured the success of its
advertising campaign based on the number of boxes of tissues it sold.
In the TISSUE MINI CASE, by sponsoring the Friday Night Tear-Jerker movie series,
Paper Queen was the only advertiser to air ads during the movie. By removing
competitive advertising from the consumer’s TV-watching environment during the
movie, Paper Queen was trying to minimize ________.
A) product placement
B) celebrity endorsement
C) psychological noise
D) branded entertainment
E) positive message framing
Answer:
What is secondary data? Give an example of a set of secondary data, and name a source
of secondary data.
Answer:
The phenomenon known as the ________ suggests that both positive and negative
credibility effects external to the message itself tend to disappear after six weeks or so.
A) decay effect
B) advertising wearout effect
C) disassociation effect
D) sleeper effect
E) dissipation effect
Answer:
The driving force within individuals that impels them to action is known as ________.
A) a goal
B) tension
C) motivation
D) a need
E) personality
Answer:
Social media transformed ________ by giving companies a way to easily collect input
and customers’ preferences.
A) photography
B) television commercials
C) market trust
D) market research
E) customer bias
Answer:
In cases of ________, behavior is unlearned due to a lack of reinforcement.
A) forgetting
B) information overload
C) decay
D) advertising wearout
E) extinction
Answer:
________ is defined as determining the extent to which consumers of two or more
nations are similar or different.
A) Psychological analysis
B) Social analysis
C) Comparison analysis
D) Subculture analysis
E) Cross-cultural analysis
Answer:
The members of the ________ category of adopters are the very last consumers to
purchase a new product. They are generally high risk-perceivers and the last ones to
recognize the value of innovative products.
A) innovator
B) early adopter
C) early majority
D) late majority
E) laggard
Answer:
Marketers measure their communications’ ________, or whether the message was
received, understood and interpreted correctly.
A) direct effects
B) indirect effects
C) sales effects
D) persuasion effects
E) net income effects
Answer:
Mobile devices provide four types of value to users. ________ value describes the
characteristic that mobile devices save time and money and make life easier and more
efficient.
A) Monetary
B) Hedonic
C) Convenience
D) Emotional
E) Social
Answer:
At some point, an individual can become satiated with numerous exposures to the same
message, and both attention and retention will decline. This effect is known as
________.
A) advertising wearout
B) the three-hit theory
C) stimulus differentiation
D) rehearsal
E) stimulus generalization
Answer:
________ implies the notion of a trade-off of benefits like the features of the purchased
item versus the sacrifice necessary to purchase it like the time investment and the price.
A) Satisfaction
B) Dissonance
C) Value
D) Influence
E) Perception
Answer: