Which of the following about thin slice theory is false?
a. Research shows that what people learn from thin slices of behavior typically occurs
in less than 5 minutes.
b. First impressions are often more accurate when based on very brief observations
versus when they are based on longer observations.
c. Thin slice inferences are more accurate for questions having subjective answers.
d. First impressions are more accurate when people focus on verbal information and
ignore nonverbal information.
e.Thin slice inferences are more accurate when people have practice in forming them.
The foot-in-the-door technique is effective over a period of several days.
a. True
b. False
The emphasis on mobile marketing is in large part due to the increase in______.
a. Adoption of Smart phones
b. Social networking
c. Income levels
d. Discretionary income
According to research on the extended self, which of the following do people typically
include in their extended selves?
a. Horne and property
b. Personal space
c. Children
d. Durable goods
e. All of the above are typically included in the extended self.
Nonverbal gestures and body langnage rarely vary from culture to culture because they
are innate (i.e., we are born with them).
a. True
b. False
The affect confirmation model theory of emotion best explains why small surprises are
good but big surprises are bad.
a. True
b. False
Interactivity makes it easy for consumers to provide e-tailers with the information that
they want-including credit card numbers, e-mail addresses, shipping addresses, personal
preferences, and purchase histories.
a. True
b. False
Which of the following is not considered a marketing symbol?
a. The brand name: Coca-Cola
b. The McDonald’s golden arches
c. The Geico Insurance Company “gecko” character
d. The mm-mm-good jingle for Campbell’s soup
e. All of the above would be considered marketing symbols.
Qualitative research methods collect empirical data and use large representative
samples so that statistical analyses can be performed and generalization of the results
can be made.
a. True
b. False
Which of the following statements demonstrates the formation of a segment based on
benefits sought?
a. Campbell’s Soup makes a spicier chili for its market in Texas than it does in Main e.
b. GE built a downsized microwave oven to hang under kitchen cabinets.
c. Kings Island Park offers a special discount to senior citizens.
d. Procter and Gamble offers a $1.00 coupon when consumers purchase three bottles of
Pert Shampoo.
e. Cengage Publishing Company publishes a magazine called “Underground”
specifically for audiences who enjoy punk and alternative forms of rock music.
According to your readings, what is the unique or main advantage of using athlete
endorsers?
a. Athlete endorsers can be seen using the product.
b. Athlete endorsers cost less than regular celebrity endorsers.
c. Athlete endorsers get into less scandal than regular celebrity endorsers.
d. Athlete endorsers last longer than regular celebrity endorsers.
e. Athlete endorsers positively influence brand loyalty and word-of-mouth of adolescent
consumers.
The majority fallacy suggests that consumers’ tastes are normally distributed.
a. True
b. False
The slogan, “Close-Up Toothpaste- Kissably Fresh Breath!” is an example of
positioning by product user.
a. True
b. False
Systematic testing and following the Scientific Method can allow researchers to
determine causal relationships with a high degree of certainty.
a. True
b. False
Which of the following is most clearly an example of a More” (“mor-ay”) in American
culture?
a. Holding the door for someone entering a building
b. Interrupting someone when they are speaking
c. Eating dog or cat meat in United States
d. In a traditional household, “dad” doing the cooking
e. All of the above would be considered correct.
Consumers often infer the level of demand for brands in a product cluster from the
cluster size, such that a larger cluster size implies more demand.
a. True
b. False
Suggestive selling in stores, such as signs that read: “6 apples for $1.99” and “Limit 12
bottles per customer” and
“Buy 2 for the price of 1” take advantage of what prediction heuristic?
a. Frequency of good and bad features heuristic
b. Price -Quality heuristic
c. Simulation heuristic
d. Representativeness heuristic
e. Anchoring-and-Adjustment heuristic
Paul went to the store to purchase a new refrigerator but quickly got so overwhehned by
all the features of the various choices that he ended of going horne empty-handed. This
is an example of:
a. selective processing
b. framing effect
c. the brand positivity effect
d. choice deferral
e. the endowment effect
Which of the following statements about social influence techniques is true?
a. The foot-in-the-door technique is more influential than the low-ball technique.
b. The bait-and-switch technique is a special case of the door-in-the-face technique.
c. The low-ball technique is most effective when public commitment is obtained.
d. With the foot-in-the door technique, one behavioral request is made and then the deal
changes.
e. None of the above statements are true.
What effect supports the contention that repetition of a company’s brand message is a
good strategy?
a. The contrast effect
b. The procedural priming effect
c. The truth effect
d. The distraction effect
e.The thin slice effect
Sandra recently transferred into a new school. She decided to join the drama club
because she wanted to meet new people, make new friends, and feel involved in
something at school. Sandra is exhibiting which need from the trio of needs?
a. Need for involvement
b. Need for achievement
c. Need for affiliation
d. Need for safety
e. Need for self-actualization