Reinforcement performed before the desired consumer behavior actually takes place is
called modeling.
Answer:
All affluent consumers share the same lifestyle.
Answer:
Although it is relatively easy to get information into the consumer’s sensory store, it is
difficult to make a lasting impression.
Answer:
The informal atmosphere of focus groups’ discussions decrease the likelihood that
consumers will signal shifts in values that impact the acceptance of new products and
services.
Answer:
iPhone or iPod users can use special software that enables them to browse through
products offered by Amazon.com and other large retailers, take pictures of products
they see in stores or outside and transmit them to Amazon.com so Amazon can give
them recommendations, and purchase the products from Amazon.com.
Answer:
Cues serve to direct consumer drives regardless of whether these cues are consistent
with consumer expectations.
Answer:
Trait theory is focused on empirical personal characteristics or features that set one
person apart from another person.
Answer:
Emotionally charged states can enhance or amplify positive or negative experiences and
impact later recollections of such experiences and future behavior.
Answer:
Most children report having parental rules regarding media viewing.
Answer:
Marketers can track actions and optimize ads with apps on smartphones the same way
they do on computers when consumers are surfing the Internet.
Answer:
Over the past several decades, as a result of families having fewer children, there has
been a trend toward children playing a more active role in the family decision-making
process.
Answer:
Demographic variables can reveal ongoing trends that signal business opportunities,
such as shifts in age and income distribution.
Answer:
The promise of possibly receiving a reward provides positive reinforcement and
encourages consumer patronage.
Answer:
Based on the societal marketing concept, professional athletes should not be used in
liquor or tobacco advertisements because celebrities often serve as role models for the
young and using them in ads may result in underage consumers’ use of the products.
Answer:
The traditional five adopter categories present in diffusion literature include all
potential consumers present in the marketplace.
Answer:
A little over a quarter of people who use social media responded that they are more
open to ads recommended by others.
Answer:
The affective component of the tricomponent attitude model represents the consumer’s
emotions and feelings regarding the attitude object.
Answer:
Perceptions of a company’s lack of social responsibility or unethical marketing
strategies rarely have a negative effect on consumer purchase decisions.
Answer:
Teenagers appear to want the same types of products, regardless of which nation they
call home, if the products are trendy, entertaining, and image oriented.
Answer:
Data aggregators construct consumer profiles based on cookies documenting peoples’
online surfing and identify prospective customers for specific products.
Answer:
Consumers view promotions initiated by marketers as more credible than feedback
from reference groups.
Answer:
Catering to the distinct needs of consumers by offering them clearly differentiated
products is significantly more profitable than mass marketing.
Answer:
Online marketers are less likely to use cookies and ratings to generate addressable
advertising than offline marketers.
Answer:
A study is said to have validity if the same questions, asked of a similar sample,
produce the same findings.
Answer:
Americans place a great importance on time. They value time and believe in the
importance of not wasting time. This is connected to the Americans’ core value of
humanitarianism.
Answer:
Receivers’ interest in segment-based targeted ads can be determined immediately by
observing the elements they click on within the ads, how long they stay at the website,
and how often they return.
Answer:
Past experience is considered an external source of information. The greater the
relevant past experience, the less internal information the consumer is likely to need to
reach a decision.
Answer:
Qualitative research uses open-ended, unstructured questions, while quantitative
research uses closed-ended questions with pre-defined possible responses and
open-ended questions that have to be coded numerically.
Answer:
There is a consensus that even if children understand the purpose of promotional
messages, marketers must take special care in advertising to them because of the
amount of time kids spend viewing TV and online.
Answer:
Hip-ennials believe they can have an impact on the world and make it better, are aware
of what’s going on globally, give to charity, and search for information regularly.
Answer:
Examples of compulsive consumption include eating disorders, shopping, gambling,
and alcoholism.
Answer:
The four elements of the diffusion of innovations process include: the innovation, the
channels of communication, the social system, and time.
Answer:
Marketers are much more interested in what consumers objectively know about their
products than what they perceive.
Answer:
Commonly, consumer behavior is directly affected by religion in terms of products that
are symbolically and ritualistically associated with the celebration of various religious
holidays.
Answer:
Friends permissions include requests to share users’ highly personal aspects, such as
political or religious affiliation and/or sexual orientation.
Answer:
Equality is more important to Creatives than it is to all teens, in general.
Answer:
One of the benefits of impression-based ads is receivers can view and rotate images,
click on links for detailed information about the products, and compare brands.
Answer:
Courtney has been looking at laptop computers for a while and has decided to purchase
a Dell. Courtney’s decision to purchase a Dell signifies the output stage of decision
making.
Answer:
Using puns or wordplay in ads decrease readership.
Answer:
WEDDING MINI CASE: Susan is planning her wedding. Susan knows what music is
appropriate for her ceremony because she has been to a number of weddings before.
She has questions, though, about the appropriate wording of her invitations, so she
reviews the helpful information provided by professional wedding planners on
specialist wedding sites to familiarize herself with customary wording and style rules.
In choosing a wedding dress, Susan has decided to have a dress designer make a
custom wedding dress for her.
In the WEDDING MINI CASE, Susan learns about appropriate invitation wording and
style through ________.
A) formal learning
B) technical learning
C) enculturation
D) informal learning
E) acculturation
Answer:
SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods’ annual tour of the
Oscar Mayer Wienermobiles became a cross-country road rally called the
Wienermobile Run. Consumers were encouraged to follow the promotion on social
media like Facebook, Instagram and Twitter and share messages about the
Wienermobile Run with their friends. The men and women who drove the six
Wienermobiles, also known as Hotdoggers, were divided into teams. Each team’s
vehicle had its own name. Teams raced around the country to accumulate points.
Drivers performed tasks or challenges submitted by the public on a website,
wienermobilerun.com. The goal was to get consumers to engage on a deeper level with
the Wienermobiles by introducing games in order to take advantage of a trend toward
gamification. They also allowed consumers to use social media to request the
Wienermobiles show up at their events to give consumers a more visceral experience
with the vehicles.
In the SOCIAL MEDIA MINI CASE, if Kraft Foods pays Facebook when a Facebook
user clicks on the Wienermobile Run ad, Kraft Foods is utilizing ________.
A) paid social media
B) owned social media
C) earned social media
D) covert social media
E) exclusive social media
Answer:
Manufacturers of private-label brands try to make their packaging closely resemble the
national brand leaders. They are hoping that consumers will engage in ________ and
attribute the qualities of the leading national brand to the private-label brand by virtue
of their similar packaging appearance.
A) stimulus discrimination
B) advertising wearout
C) stimulus generalization
D) family branding
E) interference
Answer:
MP3 MINI CASE: Judy wants a new MP3 player so she can listen to music while she
runs. She currently runs with a CD player, but is irritated with the frequency with which
it skips and the limited amount of music that can be stored on a CD. After reviewing
several consumer reviews on various tech websites, she identifies 5 different MP3
player models that might meet her needs. She decides that she needs at least 20
gigabytes of data storage on her player, and eliminates all options with fewer than 20
GB. There are now 3 models remaining. She then decides that she will only accept
players with at least 15 hours of battery life. She is now considering only 2 players.
Player A is heavier, but has a longer battery life. Player B is lighter, but has a shorter
battery life. Judy chooses Player A because she believes that the longer battery life
more than compensates for the additional weight.
In the MP3 MINI CASE, Judy narrows her options from 3 to 2 player models based on
a(n) ________.
A) compensatory decision rule
B) affect referral decision rule
C) lexicographic decision rule
D) disjunctive decision rule
E) conjunctive decision rule
Answer:
When The Ab Crusher, a new piece of workout equipment, is advertised in a 30-minute
TV slot that is produced to look like a documentary on health and fitness, this is an
example of ________.
A) broadcast media
B) urgent ad-formation
C) buzz marketing
D) product placement
E) an infomercial
Answer:
Megan uses Bed Head hair products and enthusiastically recommends them to others
any time she receives complements on her hair. With regard to hair products, Megan is
best described as a(n) ________.
A) ambivalent consumer
B) apostle
C) hostage
D) terrorist
E) mercenary
Answer:
Consumers’ characteristics can be classed as either consumer-intrinsic or
consumption-specific. In this context, consumer-intrinsic features stem from the
consumer’s physical, social, and psychological characteristics. Examples of
consumer-intrinsic features include ________.
A) demographics, gender, and benefits sought
B) usage rate, level of involvement, and psychographics
C) personality traits, cultural values, and income
D) education, consumption-specific attitudes, and social class
E) attitudes regarding shopping, awareness of product alternatives, and benefits wanted
Answer:
John is conducting research on American attitudes toward European car brands,
particularly Volkswagen, Volvo, Mercedes, and BMW. The car brands he is researching
are ________.
A) experiences
B) attitudes
C) objects
D) attributions
E) cognitions
Answer:
Traditionally, ________ is defined as two or more people related by blood, marriage, or
adoption who reside together.
A) friendship
B) celebrity
C) household
D) a work group
E) family
Answer:
Conjunctive, disjunctive, and lexicographic rules are examples of ________.
A) affective decision rules
B) noncompensatory decision rules
C) effective decision rules
D) compensatory decision rules
E) cognitive decision rules
Answer:
Yellow Tail wines changed its taglines from “Open for everything” and “Tails, you win”
to “The go to” as part of its ________.
A) premier position
B) positioning against competition
C) repositioning
D) key attribute positioning
E) umbrella positioning
Answer:
What is one of the benefits of offering many product versions that provide distinct
benefits and “fill” as many positions as possible in a product category?
A) lower need for shelf space
B) lower production costs
C) creating lower margins for the firm
D) creating barriers to competitive entry and market penetration
E) All of the above are benefits for product line extensions.
Answer:
Effective social media advertising is the result of ________.
A) systematic planning
B) total freedom
C) defined character
D) quirky novelty
E) customer dogmatism
Answer:
Gloria buys Crest toothpaste because her mother always bought Crest for her family
when she was growing up. This is an example of ________.
A) intergenerational transfer
B) peer socialization
C) consumer socialization
D) shared shopping experience
E) family member socialization
Answer:
Ben has a positive attitude toward Nova Hiking Gear because a pair of Nova hiking
boots he owns have proven to be very durable and to provide good support during long
hikes. Ben has formed this attitude based on the boots’ ________.
A) ego-defensive function
B) utilitarian function
C) value-expressive function
D) knowledge function
E) intention function
Answer:
A(n) ________ is a somewhat lengthy non-structured discussion between a single
respondent and a highly trained researcher.
A) experiment
B) survey
C) focus group
D) metaphor analysis
E) depth interview
Answer:
________ include the number of unique visitors participating, the number of links
related to the conversation that participants reach during the conversation, the duration
between the first and last posts during the conversation, and the average time between
posts.
A) Unique visitors
B) Interaction rates
C) Actions taken
D) Conversation-related measures
E) Visitors’ demographics
Answer:
CAR MINI CASE: In the early 1900s, Henry Ford made a fortune manufacturing
Model T cars and selling them cheaply, making the automobile affordable for a much
larger proportion of the population than had previously been the case. He
accomplished this by producing only one model of car and doing so cheaply and at
high volumes through the utilization of assembly line manufacture. In 1923, General
Motors decided to increase its market share in the automobile industry by offering,
instead of just one model, as Ford did, a variety of affordable mass-produced models to
meet the various differing needs of different types of consumers.
In the CAR MINI CASE, Ford’s business approach exhibited a ________.
A) production orientation
B) marketing orientation
C) societal marketing orientation
D) product orientation
E) selling orientation
Answer:
African American consumers currently have a purchasing power estimated to have
reached ________.
A) $500 billion
B) $700 billion
C) $900 billion
D) $1 trillion
E) $1.5 trillion
Answer:
Walmart’s use of Twitter chatter to inform their decision to sell cake pops is an example
of social media’s impact on ________.
A) photography
B) television commercials
C) market trust
D) market research
E) customer bias
Answer:
The shift from no attitude to an attitude is a result of ________.
A) biological pressures
B) environment
C) learning
D) genetic predisposition
E) self defense
Answer:
Needs that we learn in response to our parents, social environment, and interactions
with the environment are called ________ needs.
A) primary
B) biogenic
C) acculturated
D) psychological
E) innate
Answer:
JUICE MINI CASE: Fruit Fusions is a well-known producer of organic fruit blended
yogurts. It recently decided to start producing fruit juices under the Fruit Fusions name
as well. The company’s research determined that there was a potential niche market for
organic fruit juices packaged in small single servings and sold as an alternative to
canned soft drinks typically consumed during lunch. In trying to price the new line of
drinks, Fruit Fusions asked consumers what they thought other drinks of a comparable
quality cost, and what they considered to be a fair price for this kind of drink. With the
slogan “Nothing this good comes in a can,” the juice line’s print ads feature a brightly
colored bottle of juice on a completely white background and are placed in magazines
specializing in health and wellness.
In the JUICE MINI CASE, Fruit Fusions only sells its new juice line through high-end
grocery stores and lunch boutiques in an effort to create a high-end reputation for its
juice line through ________.
A) retail store image
B) consumer stereotypes
C) playing on consumers’ need for closure
D) making a good first impression
E) perceived risk
Answer:
The independent, self-directed segment of Millenials that would rather meet people in
person than online or through text and reads books instead of blogs is known as
________.
A) Hip-ennials
B) Millennial Moms
C) Anti-Millenials
D) Gadget Gurus
E) Old-School Millenials
Answer:
The ________ states that members of lower classes adopt the fashions of the upper
class and maintain them even after the upper class has abandoned these fashions.
A) upward mobility effect
B) downward mobility effect
C) trickle-down effect
D) exclusivity bias
E) trickle-up effect
Answer:
The personal cultural orientation that questions whether the well-being of group
members is important for the individual and whether the individual feels good when
s/he cooperates with group members is ________.
A) Risk Aversion
B) Interdependence
C) Power
D) Social Inequality
E) Masculinity
Answer:
The three dimensions underlying consumers’ engagement in ________ are tie strength,
similarity among group members, and source credibility.
A) e-wom
B) impersonal communication
C) brand credibility
D) opinion leadership
E) publicity
Answer:
The process and tools used to study consumer behavior are characterized by the term
________.
A) data analysis
B) data collection
C) consumer research
D) marketing communication
E) consumer complexes
Answer:
Cookies are used to track who is interested in what online and sold on exchanges like
________ to other companies who are interested in targeting people based on their
interests.
A) eXelate and BlueKai
B) cheapair.com and Hilton
C) Amazon.com
D) informationex.com
E) IdeaLog.com
Answer:
Attitudes stemming from ________ are more confidently held, more enduring, and
more resistant to competitors’ messages than attitudes originating from promotional
messages only.
A) print advertisements
B) product usage
C) websites
D) television advertisements
E) endorsers
Answer:
When segmenting women who work outside the home, the ________ is older,
employed, moneyed, content, open to and responsive to new technologies, watches
more TV than other working women, and likes newspaper inserts.
A) Plan-to-Work Housewife
B) Independent Woman
C) Just-a-Job Working Woman
D) Mom Achiever
E) Alpha Goddess
Answer:
A celebrity’s credibility is reduced when s/he endorses a variety of products because
__________________.
A) the economic motivation underlying the celebrity’s endorsements becomes too
pronounced
B) the celebrity becomes less famous
C) teens find celebrities more authentic than other customers
D) the celebrity has positive associations with the products
E) almost a quarter of advertisements use a celebrity spokesperson
Answer:
Data collected by government bodies or their agencies, such as census or economic
data, is an example of ________.
A) external secondary data
B) primary data
C) focus group data
D) test market data
E) internal secondary data
Answer:
What is the difference between subjective and objective measures of social class?
Explain how each is used.
Answer:
What are the types of perceived risk consumers have to deal with?
Answer:
Describe three of the commonly used positioning strategies and provide an example of
each.
Answer:
Identify the characteristics of mobile ads.
Answer:
What is the motivation for firms to sell their products worldwide?
Answer:
Differentiate between formal learning, informal learning, and technical learning.
Answer:
What is showrooming? Provide an example of how a retailer might combat it.
Answer:
What is the difference between a one-sided message and a two-sided message? When
are they used?
Answer:
Identify the three components of the decision-making process. In your response, please
provide an example of what someone who was in the market for a new television might
do at that stage in the process.
Answer:
Discuss the concepts of research validity and reliability.
Answer:
What are the advantages and disadvantages of using comparative advertising?
Answer:
Do all consumers, internationally, respond similarly to brand extensions from global
brands?
Answer:
Use hemispheric lateralization in an explanation of how print advertisements are
processed differently from television advertisements.
Answer:
What are the differences between continuous, dynamically continuous, and
discontinuous innovation?
Answer:
Give an example of a research objective where qualitative research methods would be
appropriate to use.
Answer:
Differentiate between behavioral and attitudinal brand loyalty. What are the
implications of each for a marketer?
Answer:
How do the American values of achievement and success influence consumption? Give
an example.
Answer:
Contrast high-involvement purchases with low-involvement purchases and note the
challenges associated with the measurement of consumer involvement.
Answer:
Provide an example of how a demographic variable has been used to position a product
to a target market.
Answer: