Why is age a common demographic category used in understanding consumer
behavior?
A) Different age groups have different needs and wants.
B) Age is easier to categorize than gender.
C) Generational groups tend to be similar.
D) all of the above
One of the principles of psychophysics is that changes in the physical environment are
not always matched by equal changes perceptually. If Madison Wilson were creating a
new drink, what would psychophysics tell her?
A) She could make the drink twice as sweet by adding twice the amount of sugar.
B) She would need to research how the perception of ‘sweetness” changed by the
amount of sugar added.
C) She would need to look at the subliminal aspects of ‘sweetness.”
D) She would need to create promotions to tell customers how ‘sweet” the new drink is.
Public hearings are being held to discuss whether a new nuclear power plant should be
built. An expert on nuclear plants testifies that modern safeguards make the plant secure
from dangerous accidents. A local woman states that she knows nothing about nuclear
power, but the idea of having a plant nearby frightens her and her children. Which of
the two parties has the most immediate ability to change attitudes of the audience?
Considering the sleeper effect, what will likely happen over time?
A) The expert will have the most ability to change attitudes, and his influence will be
maintained even weeks later.
B) The expert will have the most ability to change attitudes, but his influence will
decrease over time as the woman’s argument gains force.
C) Because the local woman is most like the other people in the meeting, her opinion
will have the most immediate influence, but over time the expert’s opinion will gain
force.
D) The woman’s opinion will be more likely to influence the audience initially, and her
influence will extend into the future.
Claudia Norman, a marketing consultant, recommended that brand equity for a new
environmentally-friendly product could be established by giving initial customers free
memberships in the Sierra Club organization. Claudia used which of the following in
her recommendation?
A) promotional conditioning
B) emotional learning
C) classical conditioning
D) instrumental conditioning
________ is a low-involvement medium because the role of the audience is passive,
while ________ is a high-involvement medium because the role of the audience is
active.
A) Television, print
B) Print, television
C) Internet, television
D) Billboard, broadcast
________ income is the money available to a household over and above that required
for a comfortable standard of living.
A) Capital
B) Discretionary
C) Net
D) Invidious
A ________ creates a state of tension that drives the consumer to attempt to reduce or
eliminate it.
A) want
B) demand
C) need
D) response
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
A ________ orientation dimension distinguishes between people who prefer to do one
thing at a time and those who have multitasking timestyles.
A) social
B) polychronic
C) planning
D) temporal
Frank is sitting in his Psychology 101 class listening to his professor attempt to explain
the “black box” process and its connection with learning. He suddenly smells the aroma
of fresh cinnamon rolls, and his mouth begins to water. He looks around and sees a
student in the last row bite into a big, juicy roll. “I wish I were sitting next to him,”
Frank thinks, “because I know I could steal a bite.” What Frank just went through in
class was similar to the “black box” process being described by his professor. This
process is most closely associated with which of the following learning methods?
A) incidental learning
B) Gestalt learning
C) cognitive learning
D) behavioral learning
Country singers Marty Stewart and Travis Tritt and their record label decided to change
the culture of the Country and Western music scene. With their now famous “No Hats”
tour, the singers abandoned conventional country and western fashion (they threw away
their hats, let their hair grow long, and wore t-shirts) and tried to appeal to larger and
younger audiences with a grinding, sexy message. The process that these singers went
through is best described as a ________.
A) cultural funnel
B) culture production system (CPS)
C) culture distribution system (CDS)
D) culture gatekeeping process (CGP)
Scott thought of himself as a very successful marketer. He created a campaign with a
product logo that was very popular and that customers associated with a quality
product. It was so popular that in a few months, the logo began to appear almost
everywhere. Instead of increasing sales of the product, the customer demand began to
decrease as competitors’ products became more successful. What characteristic of
learning was most likely ruining Scott’s apparent success?
A) Too much repetition was decreasing the strength of the CS, thus leading to
extinction of the learned relationship between the logo, the quality of the product, and
the association with Scott’s company.
B) Customers confused Scott’s logo with the logo of Scott’s competitors, making
cognitive learning incomplete.
C) The logo produced only a fixed-ratio schedule of reinforcement that did not sustain
sales, while Scott’s competitor used a variable-ratio schedule.
D) Over time the logo became boring, and customers punished Scott’s company by
buying competitors’ products as a type of revenge for their boredom.
Phillipe is a member of a small Harley-Davidson motorcycle club that meets once a
week to ride and talk about their bikes. This club might exert a ________ influence on
Phillipe as he decides which model of bike to buy for his wife.
A) comparative
B) normative
C) coercive power
D) legitimate power
Chen Lo used a decision rule that says, “only buy well-known brand names” when
selecting a set of golf clubs. He did not look at price, the store, or even discounts when
purchasing clubs. Chen Lo’s purchasing pattern is an example of a consumer using a
________ rule.
A) habitual decision
B) compensatory
C) noncompensatory
D) conjunctive
Which of the following refers to the process by which the way a word sounds
influences the listener’s assumptions about what the word describes?
A) sound symbolism
B) audio watermarking
C) semiotics
D) the principle of similarity
________ occurs as marketers appropriate elements of popular culture and convert
them for use as promotional vehicles.
A) Reality engineering
B) Crescive norming
C) Desacralization
D) Product placement
Interest in the occult is most likely to increase in a society when ________.
A) economic conditions begin to improve
B) there has been a major triumph, such as winning a war
C) people feel overwhelmed or powerless
D) people become less religious