Superstitial ads tend to annoy web users more than any other type of online ad.
a. True
b. False
Evidence suggests that differences in values across cultures can translate into product
and brand-specific consumer preferences.
a. True
b. False
Fill in the missing step in the traditional model of consumer decision making:
— Problem solving
— Evaluation of alternatives
— Purchase decision
–Post-purchase evaluation
a. Variety seeking
b. Information search
c. Cluster formation
d. Dissonance assessment
e. Risk assessment
For consumers, many small gains are not as pleasant as one large gain, which means
marketers should aggregate consumer gams.
a. True
b. False
Cognitive dissonance theory explains how behavior can influence attitudes.
a. True
b. False
A target market is simply the segrnent(s) toward which a finn’s marketing efforts are
directed.
a. True
b. False
_______is to a society, what ______is to an individual.
a. Culture, personality
b. Religion, subculture
c. Religion; personality
d. Buyer behavior, personality
e. Culture, subculture
Which of the following would not be considered a cultural category within the
culturally constituted world?
a. Male versus female
b. Young versus old
c. Rich versus poor
d. Cool versus nerdy
e. Blue collar versus white collar
_______is a person’s general attitude toward himself or herself and is the sum of all
self-evaluations.
a. Locus of control
b. Role identity
c. Self-esteem
d. Extended self
e. Self-identity
Selectively overestimating the magnitude of the relationship between price and quality
can be attenuated when consumers are motivated to consider exceptions to the
relationship.
a. True
b. False
Clustering brands in one’s perceived product market makes decision making easier.
a. True
b. False
Sometimes people engage in impression management tactics in order to generate fear or
intimidation.
a. True
b. False
For years, Secret brand deodorant has run the slogan, “Strong enough for a man but
made for a woman.” This is an example of what type of positioning?
a. Positioning by doing the opposite
b. Positioning by turning a disadvantage into an advantage
c. Positioning as a leader
d. Positioning with respect to use or application
e. None of the above is correct.
In the U.S., nearly half of all television advertisements feature a celebrity endorser.
a. True
b. False
Subsistence consumer-merchants manage relationships in the areas of______.
a. vendor, customer, and family
b. vendor, distributor, and manufacturer
c. manufacturer, customs, and customers
d. customs, government, and manufacturer
An underlying assumption when using geographic-based segmentation is that
consumers located in geographic proximity share similar product and service needs and
preferences.
a. True
b. False
Define the brand positivity effect.
What can a correlational relationship tell a researcher? What can’t it tell a researcher?
Describe the steps in the scientific method.
Explain the statement, “Losses loom larger than gains.”
Describe the types of behaviors that are characteristics of the middle market, known as
the “mass class.”
Identify the ways in which to influence the consideration set discussed in your readings.
Define the major types of beliefs.
Explain the difference between explicit memory and implicit memory.
Why is variety seeking prevalent among parity product categories?