Which of the following also includes a situation-specific component?
A. personality
B. self-concept
C. involvement
D. demographics
E. brand image
Different functional areas of an organization often do all of the following EXCEPT
_____.
A. play different roles in the purchase process
B. utilize different information sources
C. use different evaluative criteria
D. assign different weights to evaluative criteria
E. all of the above are done by different functional areas
When a communication leads consumers to believe something about the product that is
not true even though it doesn’t present a direct false claim, this is known as _____.
A. a direct claim
B. deceptive advertising
C. interpretation discrepancy
D. claim-belief discrepancy
E. inferential discrepancy
The two types of evaluative criteria are _____.
A. primary and secondary
B. tangible and intangible
C. manifest and latent
D. direct and indirect
E. consummatory and instrumental
Suzy is having her 6th birthday party at Club Libby Lu at a department store in the mall.
She and six of her friends will get a complete “make-over” with glittery makeup and
shiny extensions added to their hair. This is an example of which approach retailers are
taking to improve the shopping experience?
A. kiosks
B. mini-stores
C. lifestyle centers
D. brand stores
E. “destination areas” within stores
The tendency of many consumers to discount claims made by sales people can be
explained in part by _____.
A. contrast theory
B. assimilation theory
C. classical conditioning
D. attribution theory
E. none of the above
Rita is doing her family’s grocery shopping and purchases ice cream. She’s purchased
Blue Bell ice cream before and purchases it again. She’s not committed to this brand;
it’s just that she and her family like it. Which type of nominal decision is this?
A. inconsequential decision
B. indifferent decision
C. automatic decision
D. repeat purchase decision
E. secondary decision
Gwen is an elderly lady and is participating in a market research study. The researcher
asked her to describe the criteria someone who needs adult diapers might use to
evaluate alternatives. The researcher was not asking Gwen what criteria she would use,
but rather, the criteria Gwen thinks someone else would use. Which type of technique is
this known as?
A. tangible technique
B. intangible technique
C. projective technique
D. perceptual mapping
E. conjoint analysis
Which type of learning situation is one in which the consumer is motivated to process
or learn the material?
A. explicit learning
B. implicit learning
C. primary learning
D. low-involvement learning
E. high-involvement learning
Carl is middle age and single. He has a high school education and works at a hotel as a
desk clerk. He lives in a tiny apartment. Even though he doesn’t have a high income, he
tries to live an active life attending sporting events, and sometimes he brings a date with
him. To which PRIZM group does Carl belong?
A. Young Digerati
B. Bohemian Mix
C. Young & Rustic
D. Big Fish, Small Pond
E. Minimalists
Leon is concerned with the reliability and durability of laptop computers he is
considering purchasing. This represents which dimension of product performance?
A. affective
B. direct
C. instrumental
D. symbolic
E. consummatory