Of the following products, which one would typically carry high psychological risk for
the average consumer?
A) lawn mower
B) kitchen blender
C) expensive mink coat
D) family vacation to a theme park
The theory of cognitive dissonance is based on the ________.
A) knowledge function
B) principle of cognitive consistency
C) principle of cognitive-affect conflict
D) self-identification function
According to the consumer behavior model presented in the text, the ________ includes
the shopping experience, point-of-purchase stimuli, and sales interactions.
A) antecedent state
B) postpurchase process
C) cognitive process
D) purchase environment
The ________ summarizes the beliefs a person holds about his own attributes and how
he evaluates the self on these qualities.
A) actual self
B) self-esteem
C) self-image
D) self-concept
The importance of weak ties in a social system is demonstrated by their ________.
A) bridging function
B) social contagion
C) momentum effect
D) diffusion of responsibility
What does the sleeper effect suggest about source credibility?
A) If a receiver is not paying attention, a message cannot be effective.
B) Many people can learn the important parts of a message even when asleep.
C) The effectiveness of a message will increase over time.
D) The effectiveness of positive sources over negative sources can be erased over time.
Sharon is upset with her secretary. Though everyone in the office agreed not to give
Christmas presents this year, Sharon’s secretary gave her an expensive bottle of
perfume. Which of the following best identifies the source of Sharon’s feelings?
A) objectification
B) self-serving guilt
C) the reciprocity norm
D) role transference
Why do consumers sometimes replace a product that still functions?
A) desire for new features
B) change in the environment
C) change in person’s role
D) all of the above
Almost any technique that increases the novelty of a stimulus also improves recall of
the stimulus. This result is called the ________.
A) highlighting effect
B) von Restorff Effect
C) spacing effect
D) halo effect
Which of the following is generally true about Asian Americans?
A) They tend to be both brand conscious and brand loyal.
B) They are not attracted to products that express material status.
C) They are one of the least brand-loyal of all American subcultures.
D) They are less likely than the average American to buy high-tech gadgets.
Some color combinations come to be so strongly associated with a corporation that they
become known as the company’s ________.
A) position
B) signature
C) trade dress
D) schema
The extended self is comprised of ________.
A) our actual and ideal selves
B) our actual and virtual selves
C) external objects we consider a part of us
D) our body image and self-esteem
Which of the following is an example of utilitarian influence?
A) An individual seeks information about various brands from a professional.
B) An individual’s decision to purchase a particular brand is influenced by the
preferences of family members.
C) An individual feels that the purchase of a particular brand will enhance the image
others have of her.
D) An individual seeks brand-related knowledge and experience from friends,
neighbors, colleagues, and relatives who have reliable information about the brand.
Maria Gomez is thrilled to be in the United States. After spending her childhood years
in Mexico, she is looking forward to the freedom given to teenage girls in the United
States. “I can wear shorts, pantsuits, and even halter tops and no one will think badly of
me,” says Maria. Maria is in the process of ________.
A) maintenance
B) adaptation
C) resistance
D) segregation
All of the following are subsystems in a culture production system EXCEPT ________.
A) creative subsystem
B) managerial subsystem
C) marketing subsystem
D) communications subsystem
According to the basic ABC model of attitudes, ________ refers to the beliefs a
consumer has about an attitude object.
A) affect
B) conditions
C) approval
D) cognition
What statement best describes what Coffee-Mate discovered about African-American
coffee drinkers?
A) They tend to drink coffee with cream and sugar.
B) They tend to drink coffee black.
C) They tend to drink instant coffee.
D) They tend to drink tea instead of coffee.
________ refers to the extent to which processing activity is devoted to a particular
stimulus.
A) Exposure
B) Perception
C) Attention
D) Sensation
Eric has a St. Christopher’s medallion that he received from his late grandfather. The
magical qualities (e.g., good luck qualities) of this gift have helped Eric be less fearful
about the world around him. In times of need, Eric rubs the medallion and it seems as if
St. Christopher actually speaks to him through the medallion to help him through his
difficulties. Eric’s feelings toward this medallion are best described by which of the
following terms?
A) objectivism
B) animism
C) humanism
D) Doppelgangerism
Immigrants who exhibit ________ live and shop in places physically separated from
mainstream Anglo consumers.
A) warming
B) adaptation
C) segregation
D) movement
The source of a message has an impact on whether the message will be accepted or not.
Two particularly important source characteristics are ________.
A) culture and ethnicity
B) credibility and attractiveness
C) credibility and recency
D) attractiveness and recency
In the 1950s, an approach called ________ research attempted to use Freudian ideas to
understand the deeper meanings of products and advertisements.
A) psychic
B) archetype
C) motivational
D) lifestyle
A consumer who moves his or her ideal state upward is experiencing ________
recognition.
A) opportunity
B) search
C) habitual
D) need
Most Freudian applications in marketing relate to the product’s ________.
A) brand personality
B) hidden values
C) competitive advantage
D) sexual symbolism
People often make decisions on the basis of mental accounting. One facet of this
accounting is making a decision based on the way a problem was posed. This is called
________.
A) framing
B) the sum-cost fallacy
C) loss aversion
D) positioning
Susan selects and runs her focus groups carefully. She wants to make sure that each
focus group member provides meaningful information for her research purpose. As she
is examining potential focus group candidates, she notices that three men and two
women seem to provide “yes” answers regardless of what she asks them. They seem to
want to be on the focus group very badly and appear eager to be “good subjects.” If
Susan follows prudent testing methodology, she should reject these test subjects in
order to avoid the possibility of which of the following biases?
A) neophyte bias
B) order bias
C) response bias
D) affinity bonding bias
In general, people from which of the following cultures have typically been shown to
wait the most patiently while standing in a long line?
A) Asian
B) French
C) American
D) Italian
The systematic acquisition of a particular object or set of objects is called ________.
A) prioritizing
B) hoarding
C) collecting
D) ritualizing
Which of the following statements about teenagers is most likely true?
A) Teenagers are rarely considered a relevant age segment for marketers.
B) Most primitive cultures isolate teenagers as they transition to adulthood.
C) The term teenager entered the general American vocabulary in the 1950s.
D) The term teenager began to be used in Western cultures about 200 years ago.
A society that expects males to pursue ________ goals stresses male self-assertion and
mastery.
A) communal
B) agentic
C) androgynous
D) self-completion
What type of cybermediaries are intelligent agents?
A) They are cookies used to track IP addresses of computer users.
B) They are people who can help computer users with problems they encounter when
trying to shop online; contacts are direct and in-person.
C) They are sophisticated software programs that use collaborative filtering
technologies to learn from past user behavior in order to recommend new purchases.
D) They are search engines specifically designed for online marketing and other forms
of e-commerce.
Through the process of ________, immigrants make the unfamiliar familiar by
integrating symbols from their former lives into their new homes.
A) assimilation
B) maintenance
C) resistance
D) warming
Which of the following attitude functions is associated with a focus on particular social
identities and lifestyles (e.g., “What sort of man reads Playboy?”)?
A) utilitarian
B) value-expressive
C) ego-defensive
D) knowledge