Expectancy-value models can be used to determine the value of gambles.
a. True
b. False
_______self-monitors are more likely to be persuaded by factual or feature-based
marketing appeals, whereas,______ self-monitors are more likely to be persuaded by
______marketing appeals.
a. High; low; image-based
b. Low; high; logic-based
c. Low; high; image-based
d. High; low; logic-based
e. High; low; emotion-based
Minute Maid beverages, along with Skyworks Productions, has created “Minute Maid
Maj Jong,” which combines brand messages into a video game. What is this type of
product placement is called?
a. Advergaming
b. Visual placement
c. Product interaction placement
d. Stealth marketing
e. VG placement
Geico’s gecko character (the little green lizard) represents brand personification.
a. True
b. False
Ethnicity, religion, age, and social class represent_____, which are smaller subsets of a
larger society.
a. subcultures
b. psychographies
c. cultures
d. acculturation
e. cultural principles
______capture(s) the extent to which a culture is uncomfortable with ambiguous and
unstructured situations.
a. Long-term orientation
b. Evaluation dimensions
c. Uncertainty avoidance
d. Risk aversion
e. Power distance
One disadvantage of consumer generated advertising is that consumer’s often resent
being asked to do the marketer’s work for them.
a. True
b. False
The five basic traits in Aaker’s brand personality model include: 1) surgency, 2)
agreeableness, 3) conscientiousness, 4) emotional stability, 5) intellect.
a. True
b. False
The post-purchase dissonance effect is especially likely to occur when:
a. the decision is unimportant
b. the decision involves giving up positive features of a rejected alternative
c. the alternatives are very dissimilar overall
d. the decision involves little risk
e. All of the above are correct.
Generations are similar in that they have likely experienced common _____experiences.
a. Historical
b. Political
c. Economic
d. All of the above
One way to consider and categorize consumer decision making is to consider
processing effort and involvement.
a. True
b. False
The heuristic route to persuasion requires very little thinking.
a. True
b. False
Which of the following about exchange rituals is false?
a. In Japan, gifts are typically not wrapped because that culture does not appreciate
surprises.
b. Gifts not given can be an important way to convey cultural meaning.
c. In Western cultures, people tend to give gifts on many formal occasions.
d. The wrapping of a gift can convey as much cultural meaning as the gift itself.
e. Exchange rituals allow the giver to transfer cultural meanings/properties to the
receiver.
Online stores have virtually unlimited inventory because suppliers are always willing to
fulfill orders regardless of the customization requirements.
a. True
b. False
Consider the following example: Consumers are asked to evaluate two digital camera
cards:
Capacitv Distortion Factor
Camera A: can hold 375 pictures .002
Camera B: can hold 400 pictures .I Camera C: can hold 400 pictures .2
Distortion factor was defmed for consumers since most consumers are unfamiliar with
this attribute. (Consumers are told that distortion factor lowers the picture quality, and a
lower number is better).
Under comparative evaluation, consumers should prefer which brand?
a. A
b.B
c. c
d. AandB
e. All of the brands equally.
Smoker (p) likes smoking (o) which cause cancer (x). Of course the person dislikes
cancer. If the person resolves the imbalance by giving up the habit, he or she has
resolved the imbalance through effort justification.
a. True
b. False
In the heuristic/systematic model of persuasion, if a person follows the heuristic route
but then is not confident that their attitude is correct, they think more carefully using the
systematic route.
a. True
b. False
According to your readings, who is the highest paid celebrity endorser in the U.S.?
a. Oprah Winfrey (talk-show host)
b. Madonna (singer)
c. Brad Pitt (actor)
d. Steven Spielberg (director)
e. Torn Hanks (actor/director)
Research on self-monitoring indicates that low self-monitors are more likely to respond
favorably to image-based appeals than high self-monitors.
a. True
b. False
In the framing effect, preferences are said to have “reference dependence.”
a. True
b. False
The contrast effect involves a shift away from a reference point.
a. True
b. False
In both singular evaluation and comparative evaluation, attributes that are familiar and
easy to evaluate (versus unfamiliar and difficult to evaluate) have a greater impact on
preference.
a. True
b. False
Research has shown that the door-in-the-face technique is actually a compare and
contrast type of effect.
a. True
b. False
The VALS System is a segmentation tool that uses behavioral-based segmentation.
a. True
b. False
Cindy, Bob, and Tina are all college students.
Cindy is a music major. While she enjoys composing and playing her own music, she
doesn’t have strong ambitions toward having a career. Ideally, she would like to find a
nice guy (but not a business major), get married, move out to the country so she can
have a garden and maybe even a horse, and teach piano lessons out of her horne.
Bob is currently a frnance major, after recently changing from management. (He has
also been a political science major and an engineering major- they all seem cool, but
none of the majors seem to be able to hold his interest.) Besides changing majors, Bob
loves to play club sports, really enjoys going to bars and socializing with his fraternity
brothers, and considers himself to be fairly “hip” and “cool.”
Tina is an education major. Like Cindy, she eventually wants to settle down, get
married, and have children, although she wants to work with children as a school
teacher. Ideally, she would like to move back to her small-town horne, where the rest of
her family lives. She often goes horne on the weekends because her strong Christian
religion doesn’t condone drinking and “partying.”
Based on the descriptions provided above and according to the VALS segments, which
student most likely belongs
to the “makers” segment?
Describe the steps of the traditional model of consumer decision making.
What is meant by a consumer’s “perceived product market?” And, what four
characteristics of a consumers perceive product market influence choice?
What types of brand judgments does the feeling of familiarity influence, and how does
distraction influence familiarity effects?
Use fre graphbelo.v to explainthe plimillg effect.
Briefly explain why self-perception theory helps explain the foot-in-the-door technique.
Discuss the ways in which the Internet has increased consumer power.