Consider the Scientific Method discussed in your readings:
— Observation and Ask Questions
–Form a Hypothesis and Make a Prediction
What is the next step?
a. Test the Hypothesis
b. Establish a Budget
c. Generate a Theory
d. Gather Information
e. Choose a Research Method
Every time Kirk shops for wine, he chooses which brand to purchase based on the how
expensive the bottles are.
He tries to choose one that isn’t too cheap. Kirk is using what type of heuristic?
a. Simulation heuristic
b. Price-quality heuristic
c. Rationalization heuristic
d. Price-segmentation heuristic
e. Representativeness heuristic
_______is the process of creating desirable images for others so we can control how
others treat us.
a. Public actual self-concept
b. The extended self
c. Brand anthropomorphism
d. Impression management
e. Self-monitoring
The fact that some people prefer mint flavored-toothpaste, while others prefer
cinnamon-flavored is know as:
a. psychographies
b. stereotyping
c. cannibalization
d. the majority fallacy
e. customer preference heterogeneity
Which of the following statements about attitudes is false?
a. An attitude is an evaluative judgment.
b. Attitudes have extremity (weak-strong) and direction (positive-negative) dimensions.
c. Attitudes influence behavior; behavior does not influence attitudes.
d. Attitudes include affective, cognitive, and behavioral components.
e. Strong attitudes usually have high evaluative-cognitive consistency.
In an experiment, the independent variable is _____, and the dependent variable is
_______.
a. manipulated; measured
b. measured; held constant
c. held constant; manipulated
d. manipulated; held constant
e. measured; manipulated
The theory of reasoned action uses a weighted average model to determine how beliefs
are combined to form attitudes.
a. True
b. False
The theory of reasoned action is no longer popular because researchers have found that
subjective norms, social rules for behavior, do not influence consumer purchase
intentions.
a. True
b. False
Which of the American generations is known as the biggest spenders?
a. GI Generation
b. Silent Generation
c. Baby Boomers
d. Generation X
The contrast effect involves a shift in judgment _____ a reference point, whereas the
assimilation effect involves a shift in judgment ____ a reference point.
a. away from; towards
b. towards; away from
c. away from; away from
d. towards; towards
e.None of the above is correct.
Which type of Internet marketing uses social networks to achieve a marketing goal?
a. search engine marketing
b. social media marketing
c. e-retailing
d. search engine optimization
e. social marketing
Which of the following is an example of a social buying website?
a. Facebook
b. Groupon
c. Twitter
d. YouTube
e. Pinterest
_____ represents a consumer’s long term and continuous interest in a brand or product
category.
a. External involvement
b. Enduring involvement
c. Situational involvement
d. Salient involvement
e. Unique involvement
In both the endowment effect and sunk cost effect consumer tend to overestimate
opportunity costs.
a. True
b. False
The Implicit Association Test uses response latencies (measuring how fast people
answer) to measure implicit attitudes.
a. True
b. False
Design and describe an experiment to test the social influence principle of reciprocity.
What are the key assumptions that underlie market segmentation?
Explain how subcultures affect and create opportunities for marketing.
Describe the differences between visual product placement and brand integration
product placement. Which is better? Why?
Summarize the “movement of cultural meaning” theory discussed in your readings.
What are some of the potential ethical implications of doing a stealth marketing
campaign?
What is correspondent inference? Provide an example of how correspondent inferences
work in celebrity endorsements.