When Campbell’s markets many products under the same brand name it is called family
branding.
Answer:
Anna’s best friend, Aubrey ,was getting married. Anna spent a lot of time thinking of
the perfect gift and was so excited about the gift that she gave it to Aubrey before the
wedding. Aubrey cried and told Anna she could never have a better friend.
Reformulation best describes the gift-giving stage in this situation.
Answer:
Neuromarketing refers to the use of MRI tools that try to understand and then apply a
human decision maker’s multiattribute preferences for a product category.
Answer:
Marketing research has indicated that consumers have difficulty assigning personality
qualities to most everyday, functional products.
Answer:
Culture jamming is the term used to explain the plethora of culturally-relevant content
posted to social media sites.
Answer:
You can understand the following uniquely-printed sentence because of the Gestalt
principle of closure. Perception is imptant in undrstdng consmr bhavr.
Answer:
Shari Gomez sees the big red heart on the front of a Cheerios box and immediately
thinks of an ad she has seen that discusses the heart-healthy benefits of Cheerios. This is
an illustration of a stimulus-response connection.
Answer:
When companies team up and promote two or more items this is called product
complementary.
Answer:
If a person has social power, he or she has the ability to alter the actions of others.
Answer:
Plutonomy refers to the passage of individuals from one social class to another.
Answer:
Demographics are statistics that measure observable aspects of a population.
Answer:
The traditional communication model that regards a broadcast message as perishable
doesn’t work as well with narrowcasting as it does with broadcasting.
Answer:
Karen Horney, a psychotherapist, described people who move toward each other as
aggressive.
Answer:
Buzz is created by word-of-mouth advertising.
Answer:
Income is a better predictor of purchases that have symbolic aspects but low moderate
prices.
Answer:
Lifestyles are identified by a convergence of personality, product and setting.
Answer:
Decisions are influenced by the way a problem is posed. This is called framing.
Answer:
A desired end state, that applies to many different cultures is called a core value.
Answer:
A mother observes her daughter stirring batter in a bowl just the way she does when she
bakes. The daughter has modeled her mother’s behavior.
Answer:
Eastern and Western cultures see the self divided into an inner, private, and an outer
public self.
Answer:
Consumer addiction can occur with any product category, even lip balm.
Answer:
The thrill of the hunt is considered a hedonic shopping motive.
Answer:
A consumer is attached to an object to the extent that she relies upon it to maintain her
self-concept.
Answer:
People often buy products for what they mean, not what they do.
Answer:
The icons on the restroom doors in a bar in Wyoming are a doe and a buck. This is an
excellent example of hyperreality.
Answer:
Duane and Kenneth are both active members of Linkedin, a professional networking
Web site. They follow and post to discussion boards, connect with colleagues, and
frequently update their profiles. In networking terms, Duane and Kenneth are both
nodes.
Answer:
The observational learning process begins with a person being motivated to perform an
action.
Answer:
Because consumer behavior is now examined as an entire consumption process that
includes pre-purchase and post-purchase issues, exchange theory is irrelevant to the
study of consumer behavior.
Answer:
Using the product-specific profile form of psychographic studies, a researcher would
look for items that differentiate between users and nonusers of a product.
Answer:
Gone With the Wind myths often take place in times of upheaval, such as war.
Answer:
Fixed-interval reinforcement explains why airlines’ frequent flier programs are so
successful.
Answer:
An economy that is driven by a fairly small number of rich people is called a
plutonomy.
Answer:
Which of the following needs from Maslow’s hierarchy is addressed by the U.S. Army’s
advertising slogan “Be all you can be”?
A) Safety needs
B) Belongingness needs
C) Ego needs
D) Self-actualization needs
Answer:
Which of the following scholars is given credit for developing the ideas that serve as
the basis for a number of personality tests, including the Thematic Appreciation Test?
A) McClelland
B) Murray
C) Maslow
D) Herzberg
Answer:
Amanda thought she had been cheated by a local car dealership. She was so upset that
she created a Web site to share her story with the world. What is the most likely result
of Amanda’s action?
A) Most readers will think that Amanda is a little nutty and ignore her Web site.
B) Amanda’s Web site will decrease the credibility of the dealership’s ad and will
influence potential buyers to stay away from the dealership.
C) Even if it is read extensively, Amanda’s Web site will have little effect on how
people see the dealership or Amanda.
D) The Web site will actually increase sales at the dealership by giving them free
advertisements.
Answer:
When people are differentiated in terms of their aesthetic and intellectual preferences, a
________ is being applied.
A) culture code designation
B) social cluster
C) taste culture
D) consumption constellation
Answer:
Julie Morgan loves to go into Springer’s Old Country Gifts. It always smells like a field
of spring flowers. The lighting gives all the products a warm glow, and the mood music
is just perfect for casual browsing. After her visit to the store, Julie is always in a better
mood. Springer’s Old Country Gifts has attracted Julie with its ________.
A) store position
B) atmospherics
C) subliminal clues
D) marketscape theme
Answer:
________ refers to the meanings we assign to sensory stimuli.
A) Contrast
B) Perception
C) Interpretation
D) Cues
Answer:
________ is the degree to which a person is able to make other people do something.
A) Referent power
B) Identity power
C) Group power
D) Social power
Answer:
Elizabeth created a print ad in which the coach of a football team was shown standing
out in the middle of a hay field. The text read, “UNR’s Coach Roberts.outstanding in his
field.” Elizabeth was using a literary device called ________.
A) metaphor
B) simile
C) allegory
D) resonance
Answer:
According to the definition of learning, how could a researcher ever show that cognitive
learning had taken place in a subject?
A) By removing the conditioned stimulus
B) By measuring a behavioral change that could directly be tied to a previous
experience
C) By measuring the brainwave pattern of the subject
D) By relying upon intuitive feel for the amount of leaning the subject had experienced
Answer:
________ is when the person tries to evaluate their appearance by comparing it to the
people depicted in these artificial images.
A) Social comparison
B) Self-esteem
C) Real self
D) Ideal self
Answer:
It is quite common for mainstream culture to modify symbols identified with “cutting
edge” subcultures and present these to a larger audience. Such cultural products
undergo a process of ________, by which their original meanings are transformed by
outsiders.
A) innovation
B) transformation
C) diffusion
D) cooptation
Answer:
Although teenagers do not have the income of older consumers, they are still an
attractive marked based on income. Why?
A) Because they have less money, they are more careful of how they spend it.
B) Parents lead the teenagers into what they buy; hence any understanding of adult
buying patterns can be useful for teenagers as well.
C) Teenagers have more consumer confidence and are, therefore, more likely to be
swayed by promotional material.
D) Teenagers don’t have the income of adults, but it’s almost all discretionary, meaning
that they can spend it as they see fit.
Answer:
Pepsi A.M. was positioned as a coffee substitute. In one test market, Pepsi A.M. was
introduced onto a university campus. It was both an immense hit and a total failure. The
product always sold out in vending machines, but the consumption of coffee stayed the
same and the sale of other Pepsi products declined. In terms of levels of categorization,
discuss what created the problem in the test market.
Answer:
Reference groups influence us in three ways. These influences include informational,
utilitarian, and ________ dimensions.
A) reputational
B) descriptive
C) knowledge
D) value-expressive
Answer:
Anna and David both have the same college degree, belong to the same social class, and
attend the same church. This situation illustrates ________.
A) influence network
B) positive reinforcement
C) referent power
D) homophily
Answer:
What theory of personality suggests that one person differs from another because of a
number of different characteristics such as introversion or extroversion?
A) Trait theory
B) Collective unconscious theory
C) Freudian theory
D) Social conflict theory
Answer:
Within groups, informal rules of behavior are called ________.
A) beliefs
B) values
C) norms
D) interpersonal dynamics
Answer:
________ occurs whenever the consumer sees a significant difference between his or
her current state of affairs and some desired state.
A) Information search
B) Evaluating alternatives
C) Evaluating of evoked set
D) Problem recognition
Answer:
A small group of consumers that come into a facility to try new products while being
observed is called ________.
A) target market
B) heavy user
C) focus group
D) interested consumers
Answer:
A cultural production system is a ________.
A) creative subsystem
B) managerial subsystem
C) communication subsystem
D) all of the above
Answer:
In the cultural production process, the people who control the flow of information
between producers and customers are called ________.
A) lead users
B) cultural gatekeepers
C) cultural informers
D) innovators
Answer:
An age cohort that describes kids who were born in the late 1990s to early 2000s is
________.
A) Generation Z
B) Eco Boomers
C) Generation Y
D) Generation X
Answer:
The steps that consumers practice to gradually distance themselves from things they
treasure so that they can sell or recycle them are called ________.
A) recycling instincts
B) tangential cycling
C) divestment rituals
D) underground reinvestments
Answer:
Which term refers to the collection and analysis of extremely large data sets?
A) Mainframe marketing data
B) Internet information data
C) Big data
D) Online media data
Answer:
According to the ________ rule, a product with a low standing on one attribute cannot
make up for this position by being better on another attribute.
A) noncompensatory
B) lexicographic
C) elimination-by-aspects
D) conjunctive
Answer:
________ is/are the mental characteristics of people and the way they relate to their
environment and social group.
A) Ideology
B) Myths
C) Norms
D) Theories
Answer:
The average American’s standard of living continues to improve. These income shifts
are linked to two key factors: ________.
A) a shift from blue-collar to white-collar employment and an increase in computer
usage
B) an increase in immigration to the U.S. and the increase of technical skills
C) a shift in women’s roles and an increase in educational attainment
D) a shift in population from the North to South and advances in human rights
Answer:
College student Jeff Barnes sees himself as a rich banker who drives a top of the line
BMW. This fantasy is an expression of the ________.
A) ideal self
B) actual self
C) looking-glass self
D) collective self
Answer:
Which of the following is NOT one of the consumer rights established in President John
F. Kennedy’s Declaration of Consumer Rights?
A) Right to safety
B) Right to be informed
C) Right to choice
D) Right to desire more
Answer:
Items such as Swiffer, Keurig, and Dove target ________.
A) Baby Boomers
B) Gen Z
C) Gen Y
D) Gen X
Answer:
Consumption at the extreme low end of the involvement continuum is characterized by
________, when decisions are made out of habit.
A) inertia
B) flow
C) formation
D) actualization
Answer:
Define discretionary income.
Answer:
Explain the concept of guerrilla marketing and give an illustration of how this
promotion/communication technique might be applied. Be specific in your comments.
Answer:
Define problem recognition. Show how problems can arise. Give a brief example to
illustrate the problem recognition process.
Answer:
Why are modern industrialized societies dependent upon perceptions of time?
Answer:
Differentiate between the trickle-down, trickle-up, and trickle-across theories as they
apply to fashion.
Answer:
Explain what Veblen meant by the term “invidious distinction.”
Answer:
Some people are offended when marketers refer to an event such as the Super Bowl as
sacred. Explain how the concept of sacred in consumer behavior is both the same and
different from the concept of sacred in a traditional religious context.
Answer:
Demonstrate how a marketer could use neuromarketing to advance the cause of his
product. You may use any example you choose for your demonstration.
Answer:
Advertising has increasingly become less effective because of increased clutter. How
can advertisers use contrast to cut through the clutter?
Answer:
For modeling behavior to occur during observational learning, four conditions must be
met. What are those conditions? Be specific in your description.
Answer:
Define self-concept.
Answer:
What is relationship marketing? Why is it so widely practiced by today’s marketers?
Answer:
Explain the term “chunking.”
Answer:
Allison is considered part of the “luxury is functional’ group. Given this information,
describe Allison’s attitude about luxury and how she spends her money.
Answer:
Describe the motivation process.
Answer:
Differentiate between sacred consumption and profane consumption.
Answer:
Define perceptual selection and describe the types of filters that prevent clear
perception and the reception of marketing stimuli.
Answer:
Because a purchase decision can involve more than one source of motivation,
consumers often find themselves in situations in which different motives, both positive
and negative, conflict with one another. Describe three general types of motivational
conflict. In addition, comment on how these conflicts help to bring about satisfaction of
needs. Provide an example of how marketers tailor their marketing communications to
fit consumer needs in each of these cases.
Answer:
Discuss stimulus generalization and stimulus discrimination. Provide an example of
each that is relevant to the field of marketing.
Answer:
Explain how the concept of self-esteem is used in advertising.
Answer: