Egoistic needs can take either an inward or an outward orientation, or both. Inwardly
directed ego needs reflect an individual’s need for ________.
A) reputation
B) prestige
C) self-esteem
D) recognition from others
E) status
Answer:
Western culture consumers are believed to differ from Eastern culture consumers in
their responses to brand extensions because Eastern culture has a(n) ________ way of
thinking and Western culture has a(n) ________ way of thinking.
A) uniform; individualized
B) individualized; uniform
C) holistic; analytic
D) analytic; holistic
E) positive; negative
Answer:
JUICE MINI CASE: Fruit Fusions is a well-known producer of organic fruit blended
yogurts. It recently decided to start producing fruit juices under the Fruit Fusions name
as well. The company’s research determined that there was a potential niche market for
organic fruit juices packaged in small single servings and sold as an alternative to
canned soft drinks typically consumed during lunch. In trying to price the new line of
drinks, Fruit Fusions asked consumers what they thought other drinks of a comparable
quality cost, and what they considered to be a fair price for this kind of drink. With the
slogan “Nothing this good comes in a can,” the juice line’s print ads feature a brightly
colored bottle of juice on a completely white background and are placed in magazines
specializing in health and wellness.
In the JUICE MINI CASE, Fruit Fusions explores consumers’ ________ in order to
determine the best price for its new fruit drinks.
A) satisfaction prices
B) efficiency prices
C) relationship prices
D) internal reference prices
E) satisfaction-based prices
Answer:
Cards, presents, cakes, and candles are ________ for birthday rituals.
A) artifacts
B) values
C) beliefs
D) symbols
E) cultures
Answer:
Which of the following is NOT one of the most widely used platforms to transmit social
messages?
A) intranet wikis
B) branded blogs and micro-blogs
C) social networks
D) widgets, games and apps
E) mobile phones
Answer:
WEIGHT LOSS MINI CASE: Peter has decided that he wants to lose weight and
develop a more defined physique in order to make himself more attractive to women. To
this end, he joins a gym and begins eating low-fat, low-calorie foods. In particular, he
cuts potato chips out of his diet and packs fruit in his lunch instead. After a few weeks,
Peter decides that he actually prefers fruit with his lunch.
In the WEIGHT LOSS MINI CASE, the desire to be attractive to women is Peter’s
________.
A) goal
B) target
C) tension
D) motivation
E) need
Answer:
A negative goal is one from which behavior is directed away, and is often referred to as
a(n) ________.
A) declining object
B) approach object
C) interactive object
D) autonomous object
E) avoidance object
Answer:
Past performance and reputation of the brand, and the image and attractiveness of the
spokesperson used are all factors on which ________ is judged.
A) brand appeal
B) advertising creativity
C) source credibility
D) endorser credibility
E) advertisement acceptability
Answer:
Technology enables marketers to do which of the following?
A) customize offerings and promotional messages
B) offer more effective pricing
C) utilize shorter distribution channels
D) build long-term relationships with customers
E) all of the above
Answer:
The process by which we recover information from long-term storage is known as
________.
A) retention
B) decoding
C) encoding
D) retrieval
E) processing
Answer:
JUICE MINI CASE: Fruit Fusions is a well-known producer of organic fruit blended
yogurts. It recently decided to start producing fruit juices under the Fruit Fusions name
as well. The company’s research determined that there was a potential niche market for
organic fruit juices packaged in small single servings and sold as an alternative to
canned soft drinks typically consumed during lunch. In trying to price the new line of
drinks, Fruit Fusions asked consumers what they thought other drinks of a comparable
quality cost, and what they considered to be a fair price for this kind of drink. With the
slogan “Nothing this good comes in a can,” the juice line’s print ads feature a brightly
colored bottle of juice on a completely white background and are placed in magazines
specializing in health and wellness.
In the JUICE MINI CASE, Fruit Fusions is taking advantage of ________ in extending
its brand name association to its new juice line as a means of increasing consumer
acceptance of the new product.
A) umbrella positioning
B) product repositioning
C) contrast
D) consumer stereotypes
E) the halo effect
Answer:
Lucy finds Coca-Cola to be refreshing and tasty. When she attributes this perception to
all colas in red cans, she is engaging in ________.
A) stimulus discrimination
B) advertising wearout
C) cosmetic variations
D) stimulus generalization
E) interference
Answer:
Innovators, early adopters, early majority, late majority, and laggards are all ________.
A) adopter categories
B) diffusion stages
C) communications theories
D) marketing strategies
E) innovation strategies
Answer:
________ parents are very nurturing and highly permissive in respect to consumer
socialization.
A) Rigid
B) Indulgent
C) Neglecting
D) Authoritative
E) Authoritarian
Answer:
COFFEE MINI CASE: Linda is a heavy coffee drinker and a friend recommends that
she try Sunrise Coffee, a new coffee house in town, because it sells delicious coffee.
Linda replies that she really prefers to drink her coffee in the peace and quiet of her
own home. One morning, Linda is running late and doesn’t have time to make herself a
cup of coffee, so she stops by Sunrise and is greeted by a cheerful staff and a
great-tasting coffee, all of which put Linda in a good mood. Upon arriving at work, a
co-worker comments on her alert, up-beat attitude that morning. Linda replies that it
must be the great weather that day, sunshine after a week of solid rain. The following
morning, Linda recalls what a pleasant experience she had at Sunrise and decides to go
again.
In the COFFEE MINI CASE, Linda’s new attitude toward, and repeat patronage of
Sunrise Coffee is a function of the ________ of the tricomponent attitude model.
A) utility component
B) affective component
C) defensive component
D) cognitive component
E) conative component
Answer:
Which of the following is true of sex in advertising?
A) Sexual themes in advertising encourage actual consumption behavior.
B) More product-related thinking occurs in response to sexual appeals than to
nonsexual appeals.
C) Sexual appeals enhance message comprehension.
D) Visual sexual elements in an ad are more likely to be processed than its verbal
content.
E) Sexual appeals positively impact the processing of message content.
Answer:
A ___________________, or a person who is knowledgeable about the nature of the
social communications among members of a specific group, can identify individuals in
the group who are opinion leaders.
A) heuristic
B) key informant
C) self-designated
D) sociometric
E) Klout
Answer:
Consumers with low ____________________ are more likely to seek the advice or
example of others.
A) conformity
B) group power
C) individual experience
D) individual personality
E) conspicuousness
Answer:
Which company used to allow agents to run their own Facebook pages freely, but now
employs a mechanism that monitors what agents say on their Facebook pages for
compliance?
A) Farmers
B) Dr. Pepper
C) State Farm
D) Dell
E) McDonald’s
Answer:
________, which are tied to computerized cash registers, are used to track the sales
effects of food and other packaged good advertising.
A) Physiological measures
B) UPC codes
C) Attitudinal measures
D) Day-after recall tests
E) Net income tests
Answer:
FOOT CREAM MINI CASE: Athlete’s Aid is a foot cream designed to prevent athlete’s
foot with once-daily application after showering. Athlete’s Aid advertising features Tom
Brown, a well known football player, giving a testimonial on how effectively Athlete’s
Aid prevents athletes foot and the terrible foot smell associated with it. These television
ads are placed at the end of the advertising series immediately before kick-off in a
number of important games during the football season, with the ad repeated during the
rest of the game.
In the FOOT CREAM MINI CASE, ________ is the sender of the message.
A) Tom Brown
B) Tom Brown’s football team
C) the television stations that air the commercial
D) Athlete’s Aid
E) the National Football Association
Answer:
A marketer uses ________ to increase the acceptance and persuasiveness of their
advertising communications, resulting in their use in an estimated 80% of all ads.
A) comparative appeals
B) fear appeals
C) humor appeals
D) negative frames
E) timeliness appeals
Answer:
Kim wants a candy bar and tries to convince her father to purchase one for her by
threatening to throw a fit in the crowded grocery store if he does not. This is an example
of which of the following tactics used by children to influence their parents?
A) pressure tactic
B) ingratiating tactic
C) exchange tactic
D) coalition tactic
E) consultation tactic
Answer:
When a person says “I contributed to the American Red Cross because it really helps
people in need” or “He tried to persuade me to by an LED rather than a 3D TV because
he’d make a bigger commission,” they are providing examples of ________ in action.
A) self-perception theory
B) cognitive dissonance theory
C) attribution theory
D) buyer intention theory
E) attitude theory
Answer:
For most Americans, ________ signify/signifies the attainment of “the good life,”
which includes a new car, a dishwasher, a hot tub and a variety of convenience and
pleasure-providing goods and services.
A) comfort and pleasure
B) achievement and success
C) freedom
D) progress
E) external conformity
Answer:
SHAMPOO MINI CASE: Shimmer is a well-known brand of shampoo that is
recognized as being endorsed by the hair dressers of Hollywood stars. Consumers who
are highly attuned to social risks associated with personal beauty products perceive
that Shimmer shampoo is a high quality shampoo formulation that won’t damage hair
and renders hair easy to manage and style. The company has recently come out with a
line of conditioners under the Shimmer brand name in the hope that consumers will
carry their perceptions of Shimmer shampoo over to the new line of conditioners.
In the SHAMPOO MINI CASE, Shimmer’s reputation for being endorsed by the hair
dressers of Hollywood stars is the brand’s ________.
A) conditioned stimulus
B) conditioned response
C) unconditioned stimulus
D) unconditioned response
E) cognitive associative learning
Answer:
The type of self-image that characterizes the way consumers would like others to see
them is ________.
A) actual self-image
B) ideal self-image
C) social self-image
D) ideal social self-image
E) self-image awareness
Answer:
A turquoise triangle that appears on the upper right-hand corner of banner ads, which
can be clicked by consumers to opt out of having their behavior tracked online, was
designed by ________.
A) the Federal Trade Commission
B) Congress
C) CARU
D) NARC
E) the Digital Advertising Alliance
Answer:
A firm’s marketing activities that attempt to reach, inform, and persuade consumers to
buy and use its products are ________.
A) policy factors
B) output factors
C) process factors
D) marketing inputs
E) sociocultural inputs
Answer:
The degree of _____________________ that a reference group exerts on an individual’s
behavior depends on the individual, product and social factors.
A) personality
B) experience
C) conspicuousness
D) intensity
E) influence
Answer:
The greeting card industry capitalizes on occasions to sell products; this is a perfect
example of ________ segmentation.
A) lifestyle
B) benefit
C) usage situation
D) demographic
E) geographic
Answer:
In a ________, 8 to 10 participants are encouraged to discuss their reactions to product
and service concepts, or new advertising or marketing communications campaigns.
A) focus group
B) depth interview
C) survey
D) metaphor analysis
E) controlled experiment
Answer:
Which of the following is true of Hispanic-American households?
A) Hispanic Americans tend to be members of smaller families.
B) Hispanic Americans are less likely to live in an extended family household.
C) Hispanic American households are less likely to contain children.
D) Hispanic Americans spend more time caring for their children.
E) The majority of all Hispanic Americans under the age of 18 living in the United
States were born in Latin America.
Answer:
The two psychological constructs that impact consumers’ responses to ads that depict
nudity include ________ and sensation seeking.
A) need for cognition
B) need for humor
C) sexual self schema
D) innovativeness
E) need for drama
Answer: