The shoe company TOMS gives a pair of shoes to a needy child for every pair that it
sells. This is an example of a company which has integrated ________ into its business
model.
A) correction marketing
B) environmental marketing
C) corporate social responsibility
D) ethical marketing requirements
Researchers who argue that the field of consumer behavior should not be a
“handmaiden to business” believe that consumer behavior research should ________.
A) have a market-oriented focus
B) aim to apply knowledge to increasing profits
C) focus on understanding consumption for its own sake
D) be judged in terms of its ability to improve marketing practices
A set of multiple symbolic behaviors that occur in a fixed sequence and tend to be
repeated is called a ________.
A) myth
B) more
C) ritual
D) convention
Which of the following terms refers to the online means of communication,
conveyance, and collaboration among interdependent and interconnected networks of
people, communities, and organizations?
A) open data partnership
B) social media
C) synchronous interaction
D) asynchronous interaction
Which of the following comes closest in characterizing the concept of hedonic
consumption?
A) Bill can’t get an advertising jingle out of his mind when he enters a store and sees
the product the jingle advertises.
B) Kim can never buy fashionable clothes without looking carefully at their
construction and then feeling the quality of the cloth with her fingers.
C) Marcus often buys products just to make his wife angry. He thinks that since she is
such a penny-pincher she ought to be punished. Buying unneeded items is how Marcus
punishes her frugality.
D) A new computer game rapidly replaced an older one because it had much faster
action.
What term refers to the hardware system upon which a social game is played?
A) genre
B) platform
C) mode
D) milieu
Which of the following is the WEAKEST argument against using ethnic symbolism in
marketing messages?
A) Few ethnic subcultures today have powerful stereotypes the general public
associates with them.
B) Members of ethnic subcultures have increasing economic power.
C) Symbols that once seemed acceptable may come to be seen as negative.
D) Marketers may not understand possible negative interpretations of ethnic
symbolism.
Social class is a strong predictor of purchases that have symbolic aspects, but low to
moderate prices. Which of the following is the best example of a product with those
characteristics?
A) liquor
B) cars
C) homes
D) refrigerators
Many marketers use “the good old days” as a common theme in promotional messages.
This is a strategy of focusing on ________.
A) the highlighting effect
B) the halo effect
C) nostalgia
D) memory spikes
The ________ refers to the tendency people have to react to stimuli similar to an
original stimulus in a classical conditioning situation in much the same way they
responded to the original stimulus.
A) masking illusion
B) sensory memory
C) cueing effect
D) halo effect
Culture is best described as society’s ________.
A) attitude
B) consciousness
C) personality
D) history
According to Weber’s Law, the ________ the initial stimulus, the greater a change must
be for people to notice the change.
A) more common
B) stronger
C) weaker
D) more unusual
Kyle liked to think he could program anything digital. He created a new video game,
and a major industry firm wanted to buy it from him. He was bothered by their
insistence that he modify the game by including a popular product’s logo on the
clothing of his main character. In this example, Kyle is concerned about the practice of
________.
A) cultural jamming
B) advergaming
C) pretailing
D) plinking
Dorothy’s red shoes in the Wizard of Oz (1939) exemplify which of the following
concepts of the self?
A) extended self
B) ideal self
C) mirror-image self
D) actual self
Jan’s Tees aims to create t-shirts from natural materials that are fully reusable and
recyclable so that the firm uses zero resources to manufacture the shirts. This is known
as ________ thinking.
A) triple bottom-line
B) social
C) cradle to cradle
D) literate
________ refers to the possession of both masculine and feminine traits.
A) Heterosexuality
B) Homosexuality
C) Dysmorphia
D) Androgyny
Erika landed a job as an analyst for a small marketing research firm whose task was to
observe and probe patient behaviors at a small Midwestern clinic. In her study, she
noticed that many of the patients had a tendency to underestimate the time since their
last doctor visit. The memory lapse she observed was due to a memory problem called
________.
A) omitting
B) averaging
C) telescoping
D) normalizing
A consumer experience that integrates multiple media channels, ranging from
television, email, and digital, to engage a community of players who collaborate to
solve a puzzle is called a(n) ________.
A) social game
B) casual game
C) transmedia story
D) alternate reality game
When product information is transmitted from individual to individual it is best known
as ________.
A) word-of-mouth
B) C2C
C) trickle-across
D) viral marketing
Within a knowledge structure, which of the following is the LEAST complex
knowledge unit?
A) meaning
B) proposition
C) schema
D) script
Fred Johnson has worked hard all of his life to make a decent living for himself and his
family. However, in recent years he has become obsessed with a fear of being ruined,
either because of losing his job or losing all of his savings. According to clinical
psychologists, Fred Johnson’s fear of being ruined is equated to which of the following
phobias?
A) atephobia
B) harpaxophia
C) peniaphobia
D) aurophobia
Today thousands of brands borrow personality traits of individuals or groups to convey
an image that marketers want consumers to form of their brands. An early brand
personality was communicated in 1886 by the ________.
A) Coca-Cola polar bear
B) Jolly Green Giant
C) Quaker Oats man
D) Marlboro man
A ________ is a custom with a strong moral overtone.
A) more
B) superstition
C) convention
D) monomyth
According to the two-factor theory, the net effect of being exposed repeatedly to the
same message is a combination of ________.
A) argument and counter-argument
B) learning and tedium
C) compliance and non-compliance
D) affect and cognition
Marketers must know the needs and wants of their customers. Which of the following
presents the most accurate picture of the typical elderly consumer today?
A) Most are old, infirm, depressed, stay-at-home people who live a hand-to-mouth
existence.
B) Most are active, interested in what life has to offer, and are enthusiastic consumers
with the means and willingness to buy many goods and services.
C) Most live with their children, have little savings, and have an increasingly difficult
time adjusting to the changing technical world around them.
D) Most have refused government support and don’t trust anyone under 60.
People who suffer from compulsive consumption are most likely referred to as
________.
A) materialistic
B) bankrupt
C) shopaholics
D) shallow
People buy products for ________.
A) what they do
B) what they mean
C) the role the product plays in the consumer’s life
D) all of the above
As May-Lee considers her purchase of perfume, she shifts back and forth between
thinking about claims made by the different brands, remembering ads she has seen, and
considering her emotional responses to the various brands. Which of the following
processes most accurately describes what May-Lee is going through?
A) spreading activation
B) advertising decay
C) polar parallels
D) scalar processing
Which form of relationship between product and customer is most at risk of the
customer switching to a different brand of product?
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love
Tomorrow, Janice will be attending a party with a buffet. In anticipation of splurging on
delicious food, she is eating very little today. Janice is using a ________ to help her
estimate consumption over time and regulate her behavior.
A) constructive process
B) mental budget
C) diet
D) cognitive process
Peggy Simmons has a tough assignment. She is to live in Japan for the next five years
and successfully introduce her company’s line of cosmetics to the Japanese woman. Her
company’s management hopes that living in an average neighborhood, commuting to
work every day, eating native food, and speaking Japanese will help Peggy involve
herself in the society more quickly than if she stayed separate from her hosts. The
company’s management wants Peggy to use the ________ model.
A) life course paradigm
B) progressive learning
C) warming
D) consumer identity renaissance
The saying “one man’s trash is another man’s treasure” is the philosophy behind
________.
A) recycling
B) lateral cycling
C) green marketing
D) sharing
Men are more likely to use a woman’s body shape as a sexual cue. One explanation of
this phenomenon is that feminine curves provide evidence of ________.
A) compatibility
B) reproductive potential
C) intellectual capacity
D) sociability