Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
Motivation focuses attention by producing valuation and devaluation effects.
a. True
b. False
One way marketers try to influence a consumer's consideration set is through part-list
cuing, which is presenting the names of just some brands when the consumer is trying
to recall as many brands as possible.
a. True
b. False
Opinion leaders are individuals who are highly regarded and well-connected within
their reference groups.
a. True
b. False
Air Walk is a brand of athletic shoes that is marketed to appeal to individuals who
engage in skateboarding. This is an example of what kind of segmentation strategy?
a. Benefits sought
b. Price
c. Psychographic
d. Demographic
e. Geo-demographic
The quality of _____, can only be determined by touching, feeling, or using the
product.
a. information goods
b. search goods
c. experience goods
d. credence goods
e. online products
_____ attempts to understand cause-and-effect relationships by carefully manipulating
independent variables and controlling constants.
a. Focus groups
b. Observational Studies
c. Experiments
d. Projective Techniques
e. None of the above is correct.
In an experiment, participants should be randomly assigned to the conditions.
a. True
b. False
Which of the following is not an attribute-based heuristic?
a. Disjunctive heuristic
b. Lexicographic heuristic
c. Elimination-by-aspects heuristic
d. Additive-difference heuristic
e. All of the above are attribute-based heuristics.
One reason that censorship (e.g., under-age drinking is illegal) often backfires is
because it triggers the scarcity principle.
a. True
b. False
Fans of sports teams like to wear clothing and accessories that carry the team name,
colors, and logos. This creates an indirect association with team. This desire for
association can best be explained by what social influence principle?
a. Automaticity
b. Scarcity
c. Reciprocity
d. Socmlvalidation
e. Liking
All of the brands I can recall or remember at any time, regardless of whether I would
actually consider purchasing them, is called what?
a. The affect set
b. The evoked set
c. The choice set
d. Attitude Accessibility
e. The consideration set
Social media marketing is most associated with_______.
a. word of mouth
b. retailing
c. logistics
d. product development
e. market research
Stimulus brands typically enjoy a choice advantage because consumers may recognize
that they have forgotten important details about memory brands.
a. True
b. False
Some level of self-monitoring is inherent in all social situations.
a. True
b. False
In Milgram's classic experiments on obedience to authority, cultural differences
accounted for differences in behavior to perceived authority.
a. True
b. False
Age, gender, and social class are examples of cultural principles.
a. True
b. False
Buying the first brand that is satisfactory on all attributes in an example of which choice
heuristic?
a. Lexicographic heuristic
b. Additive-difference heuristic
c. Conjunctive heuristic
d. Elimination-by-aspects heuristic
e. Price-quality heuristic
Jessica shops at Kohl's online because it has brand names like KitchenAid. This is an
example of the role of ____in the success of e-retailers.
a. manufacturer brand name
b. product color selection
c. flow
d. Food Network endorsements
e. quality
Which of the following is not a benefit of studying consumer behavior?
a. Improving business performance
b. Influencing public policy
c. Educating consumers and helping them make better decisions
d. Helping businesses achieve a selling orientation
e. All of the above are benefits of studying consumer behavior.
Enculturation is the process oflearning about other cultures.
a. True
b. False
According to your readings, there is widespread agreeruent between Chinese and
Western business people that much of Chinese ethical problerus related to defective
products are due to:
a. lack of production and operations knowledge
b. a lack of a state food and drug administration
c. a national culture that promotes laziness
d. an excessive focus on profit coupled with very fast economic growth
e. faulty technology
Greg hates the color black, but he purchased a black interviewing suit in the hope that
prospective employers will think he is serious and professional. Greg is practicing:
a. ingratiation
b. aligning activity
c. appearance management
d. brand characterization
e. locus of control
All of the following except ______are collected on content websites.
a. video
b. images
c. products for sale
d. commentary
e. information
The Internet has reduced all of the following types of costs for consumers except for:
a. information search costs
b. transaction costs
c. experience goods costs
d. product information costs
e. All of the above costs are reduced by the Internet.
Low cluster variance increases the likelihood of a consumer making a bad purchase
decision.
a. True
b. False
