The last step in the traditional model of consumer decision making discussed in your
readings is the purchase decision.
a. True
b. False
Which of the following related to buzz marketing techniques and word-of-mouth are
false?
a. Buzz marketing techniques are increasing in importance to marketers because the
cost of the traditional television advertising has increased in the last several years.
b. The Internet has lengthened the amount of time that a word-of-mouth communication
can linger in public.
c. A buzz marketing technique that involves the spread of word-of-mouth over the
Internet is also called viral
marketing.
d. Stealth marketing techniques are considered unethical according to the Word of
Mouth Marketing Association and are also now illegal in the United States.
e. Buzz marketing techniques are increasing in importance to marketers because the
media is very cluttered.
In the United States, as well as world-wide, people no longer want to live in cities and
are moving away from urban
areas.
a. True
b. False
The cost of information search is based on how difficult it is to acquire information in
terms of time.
a. True
b. False
Which of the following about self-monitoring is false?
a. Research shows that high self-monitors exhibit greater attitude behavior consistency
than low self-monitors.
b. Research shows that low self-monitors are more likely to respond to factual or
functional-based appeals.
c. Research shows that high self-monitors are more likely to respond to image-based
appeals.
d. People who modify their behavior to match the social situation are high
self-monitors.
e. Self-monitoring is considered an individual difference variable and can be measured
with a survey instrument.
Promotion-focused knowledge appeals use factual appeals, logical arguments, and
comparative advertising to influence consumers.
a. True
b. False
Instrumeutal values provide no value on the consumer side.
a. True
b. False
Which is not an example of brand anthropomorphism?
a. Planter’s Mr. Peanut (peanuts)
b. Mrs. Butterworth (maple syrup)
c. The Jolly Green Giant (vegetables)
d. The Marlboro Cowboy (cigarettes)
e. Mr. Clean (household cleaner)
Mary loves the Italian restaurant near her apartment. Every time she eats there, she
orders the same dish. She doesn’t have to weigh the pros and cons of items on the menu
or even think about what she is going to order. This is an example of:
a. a familiarity effect
b. a distraction effect
c. thin slice theory
d. automatic information processing
e.an assimilation effect
Consumer generated advertising often yields amazingly good advertisements.
a. True
b. False
Pretend you recently purchased a horne built in 2001. You decide to personalize the
curtains, change the design of the garden and extensively clean the floors and basement.
This behavior is an example of:
a. an exchange ritual
b. an acculturated practice
c. a possession ritual
d. a divestment ritual
e. a grooming ritual
Households in the middle market are known to trade up to premium products for
meaningful product categories but trade down to private label brands for less
meaningful product categories.
a. True
b. False
While brand laziness is a common occurrence, it is actually an irrational way to make
purchase decisions.
a. True
b. False
One key assumption that underlies market segmentation is consumer preference
homogeneity.
a. True
b. False
One common management practice that project teams sometimes employ is to have all
of the members of the team sign an informal “contract” at the beginning of the project,
which says they all agree with the project goals and dedicate themselves to the success
of the project. This is an example of what social influence principle?
a. Liking
b. Reciprocity
c. Social validation
d. Commitment and consistency
e. None of the above is correct.