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The_______shows that consumers form unrealistically favorable evaluations of
moderately favorable brands when they form singular evaluations, but not when they
form comparative evaluations.
a. endowment effect
b. dominance effect
c. brand positivity effect
d. framing effect
e. None of the above is correct.
Which retailer is the largest retailer in the world?
a. Marks & Spencer
b. Amazon
c. eBay
d. Microsoft
e. Wal-Mart
Automatic mental processes that are run by our adaptive unconscious are developed via
practice.
a. True
b. False
Research shows that close proximity among stores can increase a consumer's external
information search.
a. True
b. False
Surveys are useful for collecting specific, often complex information from a large
number of people.
a. True
b. False
______ is the systematic process of planning, and then collecting, analyzing, and
interpreting data and information relevant to marketing problems.
a. Consumer behavior
b. The scientific method
c. Secondary data collection
d. Qualitative research
e. None of the above is correct.
The cluster frontier can be likened to a person's perceived ideal brand.
a. True
b. False
Which stage of demographic transition is characterized by increasing affluence and
urbanization?
a. pre-industrial stage
b. transition stage
c. industrial stage
d. post-industrial stage
Consumers often interpret larger ______as an indication of greater external uncertainty,
but often interpret larger _______ as an indication of less external uncertainty.
a. cluster variance; brand variance
b. cluster size; cluster variance
c. cluster size; cluster frontier
d. cluster frontier; brand variance
e. cluster variance; cluster size
______ is the idea that fmns should discover and satisfy customer needs and wants in
an efficient and profitable manner while benefiting the long-term interests of society.
a. Behavioral science
b. Customer delight
c. The marketing concept
d. A selling orientation
e. Interpretivism
When an actor is seen in close proximity to a product placement, or seen using the
product in a scene, an association between the character and/or celebrity and the brand
can be created in the consumer's mind. This is referred to as:
a. stealth celebrity endorsement
b. correspondent inference
c. indirect endorsement
d. brand integration product placement
e. imitation evangelism
Research shows people are more likely to impulse shop when they have a shopping list.
a. True
b. False
Geo-dernographic segmentation is sometimes called zip-code marketing.
a. True
b. False
When respondents don't answer a question on a survey honestly or completely because
they feel the information is too personal or embarrassing, the question is suffering from
social desirability bias.
a. True
b. False
Recycling aluminum cans, reading a newspaper, and reselling an old couch at a garage
sale are all types of consumer disposal activities.
a. True
b. False
