VALS divides people into eight groups according to both psychological characteristics
and resources, which include such factors as income, education, energy levels, and
eagerness to buy.
a. True
b. False
Answer:
The term mood congruencyrefers to the fact that:
a. judgments are often consistent with our mood states
b. recall is more accurate when the same mood state is experienced at retrieval as at
encoding.
c. we prefer products that are congruent with other products that we already own.
d. we prefer advertisements that are the same valence as the show we are watching.
Answer:
The film The Wedding Crashers had what reported impact?
a. It resulted in an decrease in wedding bookings.
b. It led to a sell out DVD success.
c. It caused an outbreak of uninvited wedding guests.
d. It boosted the US economy by 15% in it’s year of release.
Answer:
Self-esteem advertising attempts to change attitudes towards products by stimulating
positive feelings about one’s self, and then linking self-esteem to the products.
a. True
b. False
Answer:
In online contexts, creeps are surfers who like to watch but don”t participate.
a. True
b. False
Answer:
Presenting an ad as if it were a drama, linking the viewer emotionally with a sensation
from experiencing use of the product, is termed:
a. a metaphor.
b. experiential advertising.
c. transformational advertising.
d. psychodrama.
Answer:
Holding down a well-paid job, Jeremy is not short of resources, but he is impulsive and
always seeking unusual activities, such as trying to climb to the summit of Everest.
According to the VALS typology, he can fit into which of the following groups?
a. achievers
b. experiencers
c. strivers
d. makers
Answer:
An anti-smoking advertisement states that smoking can cause second-hand smoking to
children and shows a picture of two children with innocent expressions on their faces.
What emotion is this ad trying to convey to the audience?
a. Guilt
b. Happiness
c. Embarrassment
d. Anger
Answer:
All of the following factors affect conformity, EXCEPT:
a. group unanimity, size, and expertise.
b. level of commitment.
c. fear of deviance.
d. maleness and femaleness.
Answer:
Most stimuli in the environment are noticed and registered by consumers.
a. True
b. False
Answer:
As a generalization, the profile of innovators includes all of these characteristics
EXCEPT:
a. they are likely to have high incomes.
b. they are likely to have high educational levels.
c. they are innovators in most product areas.
d. they are socially active.
Answer:
For the second time that day, Karla heard a radio ad announcing 40% off all spring
jackets at a downtown Halifax ladies’ wear store. She decided to go and check out the
sale as a result of the ads. We would conclude that ________ has occurred.
a. vicarious learning
b. coordinated repetition
c. brand loyalty
d. learning
Answer:
How much time actually elapses on the clock differs from the way an individual
perceives time passing. The individual’s perception is called:
a. experiential time.
b. physiological time.
c. psychological time.
d. exponential time.
Answer:
Classical conditioning occurs when people identify with a celebrity or famous person
perceived to be of a higher class.
a. True
b. False
Answer:
Ads containing puns or satire are examples of which type of message appeal?
a. rational
b. sex
c. humour
d. fear
Answer:
Jill is a vegetarian because of health reasons and Robert is a vegetarian because of
animal cruelty concerns. While both may share the same consumption patterns, they
differ in what fundamental aspect?
a. their politics
b. their values
c. their lifestyles
d. their education
Answer:
The female manager chose dark tailored suits over soft feminine outfits. This suggested
she had a:
a. high need for affiliation
b. high need for power
c. high need for achievement
d. high need for success
Answer:
Allison is in the market to purchase a new computer. She uses a decision strategy
whereby she evaluates all of the available options and comes up with the best possible
option. This is an example of:
a. maximizing.
b. a heuristic.
c. a prepurchase solution.
d. satisficing.
Answer:
Evaluations are:
a. valenced reactions to events and objects that are not accompanied by high levels of
arousal.
b. temporary positive or negative affective states that are accompanied by moderate
levels of arousal.
c. relate to a specific triggering event.
d. valenced reactions to events and objects that are accompanied by high levels of
arousal
Answer:
The uses and gratifications approach to communications recognizes that:
a. most people are passive participants in regards to media usage.
b. all activities in the end have positive value.
c. distinction between marketing information and entertainment is blurring.
d. people would rather give time and money than receive them.
Answer:
At work, Olivia is highly motivated by praise from her boss and coworkers. This type
of motivation is accounted for by:
a. self-interest theory.
b. attribution theory.
c. expectancy theory.
d. drive theory.
Answer:
A good definition of an extended family unit is ________ living together.
a. two parents and at least one child
b. two parents and a grandparent
c. two generations of a family plus one renter
d. three generations of a family
Answer:
Gaelan, a gay man who lives in New York, wears an earring in his left ear to show his
preferred role in a relationship. This is an example of self-decorating serving the
following purpose:
a. to place the person in a gender category.
b. to enhance gender-role identification.
c. to provide a sense of security.
d. to indicate desired social conduct.
Answer:
One problem in assigning people to a social class is status inconsistency. For example,
consumers who earn at least 15 percent less than the median for their class must often
make certain sacrifices to maintain the appearance of living up to class expectations.
They are said to be:
a. culture-bound.
b. underprivileged.
c. status-seekers.
d. the paradox class.
Answer:
Ray’s house needed a new roof. When he read the homebuilder’s magazine, he was able
to pause and reflect on what he read on each page. This is an example of:
a. simulated involvement.
b. message-response involvement.
c. product involvement.
d. motivated involvement.
Answer:
Again Rodney found it necessary to eat his lunch at his desk while reading the financial
report. This is an example of:
a. time activity.
b. customary activity.
c. polychronic activity.
d. indulgence activity.
Answer:
A census family is defined as any household of individuals living together.
a. True
b. False
Answer:
Some learning theorists maintain that forgetting takes place only through interference,
but that decay strengthens the ability of one piece of information to interfere with
another. If this is true, which of the following would you expect to find?
a. Retroactive and proactive interference would be equally strong as agents of
forgetting.
b. Learning a new phone number would be more likely to cause you to forget your last
phone number, but not the phone number you had before that one.
c. Retroactive interference would be stronger for an old memory than would proactive
interference.
d. A new brand name is more likely to be forgotten if it is matched with names of
brands learned a month ago than if it is matched with brand names learned yesterday.
Answer:
A consumer could recognize a problem as either an opportunity or a need. How would
promotions differ between those emphasizing opportunities and those emphasizing
needs?
a. Promotions emphasizing needs should attempt to increase the consumer’s ideal state,
while promotions emphasizing opportunities should simply give locations where the
products can be found for purchase.
b. Promotions emphasizing opportunities should attempt to increase the ideal state,
while promotions emphasizing needs should give locations where the products can be
purchased.
c. Promotions emphasizing needs should decrease the ideal state, while promotions
emphasizing opportunities should provide buying locations.
d. Promotions for these products should not really differ significantly. In fact, they
should both focus on increasing the ideal state.
Answer:
People are born with needs for certain elements that are necessary to maintain life:
food, water, air, and shelter. These needs are called:
a. a priori needs
b. biogenic needs
c. psychogenic needs
d. actualization needs
Answer:
Juan wears Abercrombie and Fitche and Levi’s most days, despite living in Buenos
Aires. What is this an example of?
Answer:
What is the difference between recall and recognition measures of consumer memory?
Answer:
What does Katz mean by the “utilitarian function?”
Answer:
Explain consumer identity renaissance. How would this relate to Jeff who is 65 and has
recently taken up waterskiing for the first time?
Answer:
What is repositioning? Give an example.
Answer:
Explain why the concept of co-consumersis important in marketing contexts. Why
might co-consumers be particularly relevant in situations where the customer has
difficulty differentiating quality?
Answer:
Describe what is meant by the“experiential hierarchy of effects.”
Answer:
Your research colleague Gary says, “I’ve heard about this new term, psychographics. Do
you know what this means? What forms of psychographic studies are there?” What do
you say?
Answer:
Compare and contrast focus group research with interview research.
Answer:
When Emily goes to the mechanic to get her car fixed, she feels anxious and
apprehensive that she will confirm the stereotype that women don”t know about cars.
Describe and explain the concept that this is an example of.
Answer:
What is the main perspective of gestalt psychology? Compare and contrast principle of
closure, principle of similarity, and figure-ground principle.
Answer:
Fiona enjoys hunting for information and generally keeping track of developments in
the marketplace. What type of information searching is she making?
Answer:
Marie would like some information regarding what brand of cosmetics to purchase. Is
she more likely to ask it from a close friend or a colleague she knows has worked
previously as a make-up artist? Why?
Answer:
What is the difference between a subculture and a microculture?
Answer:
Is the senior market easy or hard to segment, and why?
Answer:
Why are marketers currently interested in product placement strategy?
Answer: