MET 46134 | Course Paper

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Echoic storage is the storage of:

a. visual information as an exact representation of a scene.

b. auditory information as an exact representation of a sound.

c. olfactory information as an exact representation of a smell.

d. gustatory information as an exact representation of a taste.

e. tactile information as an exact representation of a touch.

The measure of the strength of connection between members in a group is known as

social _____.

a. tie

b. flow

c. graph

d. exchange

e. contract

Bill wants to be elected as the mayor of his town. This perceived state for which he

aspires is called his _____ state.

a. actual

b. desired

c. social

d. current

e. temporary

Refer to Superfocus Scenario. People who need multifocal lenses are the company’s

_____ market.

a. capital

b. target

c. dominant

d. focal

e. augmented

A man of few words, Tom is a typically soft spoken and mild-mannered guy. However,

recently, when in line to book tickets for the first show of a new movie starring his

favorite actors, he yelled and created a scene as the tickets got sold out before his turn

at the counter. Which of the following motivations of consumer misbehavior best

explains Tom’s behavior?

a. Thrill-seeking

b. Differential association

c. Pathological socialization

d. Provocative situational factors

e. Opportunism

Percy Gray, a professional nature photographer, is planning to buy a camera. Recently,

when he came across a Nikon ad on a magazine, he carefully considered and evaluated

the various attributes of the cameras. He was keen on weighing the advantages against

the price and also considered the usability of the products under inclement weather

conditions. In this instance, Percy Gray can be said to focus on the _____.

a. central cues

b. relational cues

c. abstract cues

d. peripheral cues

e. manual cues

Which of the following is true of the perceptual attributes of a product?

a. They are also referred to as search qualities.

b. They are evaluated only after the actual purchase.

c. They are not readily apparent or visible.

d. They are learned only through experience with the product.

e. They are perceived only during the consumption process.

BABY BOOMERS SCENARIO

The Baby Boomers represent a generational microculture that has lived the same

defining moments in history such as post-war affluence and progress. A huge

percentage of the Baby Boomers have reached retirement age, but according to a

survey, most Americans between the ages of 50 and 55 want to move on to an “encore

career” instead of retiring to a life of leisure like previous generations. Many of these

encore careers combine income with social impact, meaning these individuals want to

do something that can change the world. “Social sector” industry jobs, such as health

care, educational services, nonprofits, performing arts, museums, and libraries, are

expected to experience robust growth in the next decade, fitting nicely with the

aspirations of the Baby Boomer generation. Some Baby Boomers want to get involved

with social causes as a way to identify themselves as distinct from their predecessors.

The fact that many of them are now pursuing encore careers would mean that they

won”t have much time to spare in caring for their grandchildren. Their children might

be upset because they expect their parents to help with child care just as their

grandparents did for their parents. Many of these Baby Boomers have lesser number of

grandchildren than earlier generations as most of their children either decide to have no

kids or adopt a one-child policy. This makes it possible for their children to maintain a

lifestyle similar to their parents even though most of them are not as affluent or well-off

as their parents. Many firms that provide services for taking care of the elderly are

aware of the spending power of this specific population. The firms are conducting

research on the Baby Boomers to assess their needs based on attributes such as age,

income, gender, and religion. Refer to Baby Boomers Scenario. Many of these Baby

Boomers have lesser number of grandchildren than earlier generations, as most of their

children either decide to have no kids or adopt a one-child policy. This makes it

possible for their children to maintain a lifestyle similar to their parents even though

most of them are not as well-off as their parents. Which of the following trends

affecting consumer behavior is illustrated in this scenario?

a. Declining birthrates

b. Declining consumer affluence

c. Increasing life expectancy

d. Increasing population

e. Increasing cultural diversity

Iconic storage is the storage of:

a. visual information as an exact representation of a scene.

b. auditory information as an exact representation of a sound.

c. olfactory information as an exact representation of a smell.

d. gustatory information as an exact representation of a taste.

e. tactile information as an exact representation of a touch.

Jennifer wants to buy crockery for her house from Crystals, a brand that positions itself

as “the ultimate choice in dining with royalty.” In buying from Crystals, Jennifer is

adopting a(n) _____ focus.

a. promotion

b. prevention

c. fixation

d. accommodation

e. assimilation

The ATO approach is known as the _____, which indicates that attitudes are formed

holistically across a number of attributes, with poor ratings on one attribute being

compensated for by higher ratings on another attribute.

a. holistic model

b. single-attribute model

c. compensatory model

d. hierarchical model

e. subjective model

LAWN SPRINKLER SCENARIO

Mathew recently installed a new water sprinkler for his lawn. He had to purchase a new

sprinkler to replace the old, broken one. The new sprinkler came with an automated

sensor that controlled the amount of water as well as pressure depending on the

humidity and temperature on a given day. This saved Mathew the hassle of putting on a

timer. He no longer worried on his way to work over whether he turned the sprinkler on

or not. The sprinkler did the needful automatically. Refer to Lawn Sprinkler Scenario.

Mathew bought the new sprinkler because it came with an automated sensor that

controlled the amount of water as well as pressure depending on the humidity and

temperature on a given day. Which of the following evaluations is Mathew most likely

to have employed while making his purchase decision?

a. Affect-based evaluation

b. Attribute-based evaluation

c. Content-based evaluation

d. Hedonic-based evaluation

e. Belief-based evaluation

Which of the following refers to the extent to which an individual’s life is intertwined

with a large cohesive group?

a. Protectionism

b. Collectivism

c. Isolationism

d. Pluralism

e. Interventionism

_____ are unique to a time or place that can affect consumer decision making and the

value received from consumption.

a. Situational influences

b. Temporal factors

c. Social influences

d. Internal factors

e. Socio-environmental factors

Harley-Davidson can be said to be the _____ of the motorcycle category because it is

that concept within the motorcycle category which can be the single best representative

of the motorcycle category.

a. archetype

b. script

c. trace

d. stereotype

e. exemplar

Lane Bryant is a women’s clothing store specializing in stylish clothing and flattering

fits for plus-size women. Which business orientation best describes Lane Bryant’s

approach?

a. Niche marketing

b. One-to-one marketing

c. Mass marketing

d. Ambush marketing

e. Undifferentiated marketing

Situational characteristics related to time are known as _____ factors.

a. temporal

b. sequential

c. atmospheric

d. spatial

e. epistemic

_____ refers to the process through which the desired behavior is altered over time, in

small increments, where the focus is on rewarding “small” behaviors that lead to the

“big” behavior ultimately desired.

a. Sensitizing

b. Shaping

c. Chaining

d. Delay conditioning

e. Operant hoarding

GIRLS” DAY OUT SCENARIO

Janice and her girlfriends generally reserve the last Saturday of every month for a

girls-only day out. Most of the girls in the group are her friends from school who like to

hang out together and they all share a passion for shopping. When Janice shops with the

group, she restrains herself from her bargaining-prone habit and ends up buying

expensive luxury brands as the group is very conscious of purchasing only high-end

brands. Janice’s best friend Maeve is considered the most informational among the

group. She knows everything about handbags and has an enviable collection of her

own. Everyone seeks her opinion before buying one. Once, a friend hired her to put

together an entire collection of handbags to go with an ensemble. Some designers were

even prompted to use Maeve’s expertise on handbags to promote their new handbag

collections in her social circle. They gave her a few handbags to carry around at parties

and other social events. Mauve also used a few social networking sites to write about

the brand and thus created excitement about the brand among her friends. Refer to Girls’

Day Out Scenario. When Janice shops with the group, she restrains herself from her

bargaining-prone habit and ends up buying expensive luxury brands. Janice is most

likely to score high on the _____ variable.

a. need for cognition

b. typical intellectual engagement

c. attention to social comparison information

d. openness to experience

e. need for self-actualization

The way a consumer judges the outcomes of an exchange is known as _____ fairness.

a. retributive

b. procedural

c. restorative

d. distributive

e. interactional

_____ value is derived from a product that helps a consumer solve problems and

accomplish tasks that are a part of being a consumer.

a. Utilitarian

b. Functional

c. Terminal

d. Purchase

e. End-state

CIGARETTE MARKETING SCENARIO

The marketing of cigarettes, a legal product, has a storied past. Prior to 1971, this

product was advertised heavily on television. Some ads even suggested that doctors

recommended certain brands over others. Consumer groups have claimed that tobacco

manufacturers knew the harmful effects of smoking but hid it from consumers and

continued to market the product. Now there are several restrictions on the marketing of

cigarettes, many resulting from a master settlement with several states to limit liability

from future lawsuit claims. Gone are the days of sports sponsorships and billboards that

tobacco manufacturers relied on heavily after the broadcast advertising ban. The current

threat to cigarette marketing is the Tobacco Control Act, which requires graphic

warning labels that will take up a substantial portion of the package. Refer to Cigarette

Marketing Scenario. Many chain smokers try to quit smoking. However, a lot of them

simply cannot quit the habit despite their best attempts. This is an example of _____

consumption.

a. compulsive

b. addictive

c. unethical

d. irrational

e. impulsive

The attractiveness of the person delivering the message, the number of arguments

presented, the expertise of the spokesperson, and the imagery or music presented along

with the message are examples of _____.

a. central cues

b. primary cues

c. physical cues

d. peripheral cues

e. relational cues

The process through which consumers reconstruct memory traces into a formed

recollection of the information they are trying to remember is known as _____.

a. mental tagging

b. response generation

c. memory tracing

d. semantic coding

e. spreading activation

While on a holiday in China, Nina was invited by one of her Chinese friends to her

home for tea. While being served tea, Nina noticed that Yin poured the tea in such a

way that the spout of the teapot was not pointing directly at Nina, as such an act of

pointing the spout at the person being served would be considered impolite in Chinese

culture. Which of the following best represents the cultural perception of such an act as

being impolite?

a. Rationalism

b. Contractualism

c. Relativism

d. Determinism

e. Utilitarianism

LAWN SPRINKLER SCENARIO

Mathew recently installed a new water sprinkler for his lawn. He had to purchase a new

sprinkler to replace the old, broken one. The new sprinkler came with an automated

sensor that controlled the amount of water as well as pressure depending on the

humidity and temperature on a given day. This saved Mathew the hassle of putting on a

timer. He no longer worried on his way to work over whether he turned the sprinkler on

or not. The sprinkler did the needful automatically. Refer to Lawn Sprinkler Scenario.

Mathew had to purchase a new sprinkler to replace the old, broken one. He chose one

with an automated sensor that controlled the amount of water as well as the pressure

depending on the humidity and temperature during the day. This way he wouldn”t have

to set the timer manually. In this scenario, Mathew’s purchase is most likely informed

by _____.

a. social influences

b. online resources

c. market communications

d. expert opinions

e. situational influences

A schema representing an event is known as a(n) _____.

a. exemplar

b. prototype

c. stereotype

d. script

e. archetype

Joanna bargain hunts for all her purchases. She once bought a T-shirt that was being

sold for $50 and perceived it to be a good deal as everything else was priced higher.

However, on her next shopping trip, she dismissed the same t-shirt as expensive as the

other apparels were being sold at prices much lower than $50. Joanna’s varying

interpretation of the value and meaning for the same product is an example of _____.

a. prospecting

b. sensitizing

c. priming

d. distorting

e. contrasting