The mood-as-information model would be more pronounced for someone purchasing
school supplies than for someone purchasing a ticket to a movie.
a. True
b. False
Qualitative research methods require large representative samples of data to be valid;
thus, their results can typically be generalized to the larger population of interest.
a. True
b. False
Which of the following is not an important parameter of judgment?
a. Task demands
b. Cognitive resources
c. Perceived relevance of information
d. Directional and nondirectional motivation
e. All of the above are important parameters of judgement.
When a consumer tries to recall brand information, which self-concept is engaged?
a. Actual self-concept
b. Public discrepancy self-concept
c. Ideal self-concept
d. Ideal public self-concept
e. None of the above is correct.
A picture frame would likely be an example of a search good.
a. True
b. False
In the endowment effect and the sunk cost effect, consumers underestimate:
a. motivation
b. expected utility
c. opportunity costs
d. selective processing
e. the diminishing sensitivity effect
In comparing two online e-tailers, Wahnart.com vs. DeepDiscounts.com, Wahnart.com
should be considered the better online business based on brand name reputation and the
fact that Walmart has a brick and mortar store.
a. True
b. False
Nick is consideriog buyiog a new bicycle. Here are his options:
Bike A- costs $100. It has a 60% chance of breaking down in the next year. Bike B-
costs $200. It has a 20% chance ofbreakiog down in the next year. Bike C- costs $400.
It has a 15% chance ofbreakiog down in the next year.
Which bike should Nick purchase based on expected utility theory of repair costs?
a. Bike A
b. BikeB
c. Bike C
d. Either bike A or C
e. We can’t possibly answer the question with the ioformation provided.
Attitudes serve as building blocks for beliefs.
a. True
b. False
The Internet has shortened the amount of time that a word-of-mouth communication
can linger in public.
a. True
b. False
What are the five dimensions that cultnral anthropologists have determined account for
cultural values?
a. Language, ethnic groups, sex roles, religious subcultures, norms
b. Power distances, individualism, masculinity, uncertainty avoidance, and long-term
orientation
c. Ethnic subcultures, sex roles, religious subcultures, age-based subcultures,
individualism
d. Language, customs, rituals, norms, conventions
e. Language, individualism, masculinity, norms, symbols
The attraction effect suggests that adding a similar but inferior product to a product line
hurts the overall image of the product line.
a. True
b. False
Why did marketers embrace the social structure posed by W. Lloyd Warner?
a. researchers demonstrated the social classes were helpful in explaining shopping
habits
b. it led the way to better distribution systems
c. it suggested prices could be higher on most goods
d. all of the above
Cognitive need arousal is closely tied to environmental situations or factors.
a. True
b. False
According to Maslow’s hierarchy of needs, theoretically, very few people have achieved
the self-actualization need fulfillment.
a. True
b. False
Which of the following is not a type of heuristic?
a. Persuasion heuristics
b. Opportunity heuristics
c. Choice heuristics
d. Prediction heuristics
e. All of the above are types of heuristics.
Research has shown that a brand’s personality can sometimes be transferred to
consumers.
a. True
b. False
Informational beliefs are beliefs that go beyond the information given.
a. True
b. False
List the social influence techniques associated with the commitment and consistency
principle of social influence.
Explain the statement,”Sometimes too much thinking can lead to bad decisions.”
How might a salesperson use the liking principle to his or her advantage.
Define the placebo effect and provide an example of how this effect can work for a mar
keter.
What is the compatibility principle and how does the compatibility principle change
people’s preferences?
Define, explain, and provide examples product attributes as part of how consumers
view products.
What is the main difference between beliefs and attitudes?