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Research shows that American consumers are typically more overconfident in their
decision making than Asian consumers.
a. True
b. False
In an experiment, independent variables are held constant so they can be controlled.
a. True
b. False
When trying to ingratiate oneself, one should never be self-deprecating.
a. True
b. False
Once a concept is activated in memory, it influences how a person thinks about
subsequent concepts. This is the essence of thin slice theory.
a. True
b. False
Aligning activities consist of______, which are verbal assertions made in advance
designed to offset potential negative effects of a behavior; and _______, which entail
excuses and justifications.
a. opinion conformity; flattery
b. accounts; disclaimers
c. self-enhancement; self-deprecation
d. disclaimers; accounts
e. flattery; opinion conformity
Research has shown that there is relationship between the number of added features a
cell phone has and the level of customer satisfaction, such that as features go down,
satisfaction goes down. This type of relationship represents a negative correlation.
a. True
b. False
Looking at an online menu and trying to decide what to order is an example of mixed
choice.
a. True
b. False
Max Weber believed that the ranking people attain in society is derived from power,
wealth, and country of residence.
a. True
b. False
Targeting is the process of communicating with our market segments through the use of
marketing mix variables in such a way as to help consumers differentiate our product
from our competition.
a. True
b. False
Which of the following is not associated with downward mobility?
a. Housing foreclosures
b. Displaced workers
c. Unemployment
d. Education
Subsistence consumer-merchants (SCMS) sustain relationships through church, state,
and family.
a. True
b. False
According to Malcohn Gladdwell, author of the Tipping Point, connectors are product
experts in a given product category.
a. True
b. False
The priming effect involves making quick inferences or judgments based on first
impressions.
a. True
b. False
____ is the segment(s) toward which a finn's marketing efforts are directe d.
a. Micromarket
b. Niche market
c. Target market
d. Marketing Mix
e. None of the above is correct.
Which of the following statements about needs is false?
a. The process of motivation begins when a need is aroused.
b. Needs that are physiological in nature, such as air and food, are called innate needs.
c. Needs that are psychological in nature, such as affection and self-esteem, are called
primary needs.
d. Needs can be physiological, emotional, or cognitive.
e. Wants are learned manifestations of needs.
One disadvantage of consumer generated advertising is that it exists only on the
Internet, and so, is limited to that media.
a. True
b. False
Belief measurement scales focus on specific attributes and specific benefits, but attitude
scales are general and evaluative.
a. True
b. False
