In a consumer behavior context, ________ are learned predispositions to behave in a
consistently favorable or unfavorable way with respect to a given object.
A) attitudes
B) beliefs
C) values
D) feelings
E) intentions
Answer:
When Colgate offers Colgate Total, which provides 12-hours of germ fighting; Colgate
Max Fresh, which fights bad breath; and Colgate Sensitive Pro-Relief for people who
have sensitive gums, they are segmenting based on ________.
A) usage rate
B) benefits
C) personality
D) culture
E) values
Answer:
Canada requires tobacco firms to feature graphic health warnings on cigarette packs. In
a perception context, this is to try to combat ________ where people no longer pay
attention to the warning labels on packets.
A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual differentiation
E) perceptual organization
Answer:
A ________ is a person or organization involved in the socialization process because of
frequency of contact with the individual and control over the rewards and punishments
given to the individual.
A) socialization agent
B) status agent
C) consumption agent
D) decision agent
E) composite agent
Answer:
Celebrity-credibility includes the audience’s perceptions of the celebrity’s
________________ and ______________________.
A) fame; talent
B) charisma; talent
C) expertise; charisma
D) fame; trustworthiness
E) expertise; trustworthiness
Answer:
30-minute commercials that appear to the average viewer as documentaries and
therefore command more attentive viewing than obvious commercials would receive
are known as ________.
A) broadcast media
B) infomercials
C) buzz marketing
D) product placement
E) urgent ad-formation
Answer:
PRIZM is an example of ________ segmentation.
A) demographic
B) geodemographic
C) psychographic
D) sociocultural
E) use-related
Answer:
The ________ consists of brands the consumer is indifferent toward because they are
perceived as not having any particular advantages.
A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set
Answer:
________ refers to consumers’ heightened awareness of stimuli that meet their needs or
interests, and minimal awareness of stimuli irrelevant to their needs.
A) Selective attention
B) Selective exposure
C) Perceptual defense
D) Perceptual blocking
E) Perceptual organization
Answer:
SHAMPOO MINI CASE: Shimmer is a well-known brand of shampoo that is
recognized as being endorsed by the hair dressers of Hollywood stars. Consumers who
are highly attuned to social risks associated with personal beauty products perceive
that Shimmer shampoo is a high quality shampoo formulation that won’t damage hair
and renders hair easy to manage and style. The company has recently come out with a
line of conditioners under the Shimmer brand name in the hope that consumers will
carry their perceptions of Shimmer shampoo over to the new line of conditioners.
In the SHAMPOO MINI CASE, Shimmer’s new line of conditioners bearing the
Shimmer brand is the ________.
A) conditioned stimulus
B) conditioned response
C) unconditioned stimulus
D) unconditioned response
E) cognitive associative learning
Answer:
Ryan runs a store that caters to athletes. He divides the athletic market into different
subsets of shoe consumers, such as runners, basketball players, and golfers, which is
known as ________.
A) market targeting
B) product placement
C) product positioning
D) market segmentation
E) social marketing
Answer:
Which of the following is NOT one of the four kinds of information that is typically
requested from social media users?
A) basic permissions
B) user permissions
C) friends permissions
D) sensitive information requests
E) prominent permissions
Answer:
Which of the following is NOT a characteristic of affluent customers, relative to the less
wealthy?
A) healthier
B) higher life expectancies
C) less likely to become marketers’ “customers for life”
D) more pressure to achieve
E) more isolated from parents
Answer:
________ are households that are paid for recording their purchases and/or media
viewing habits in diaries that are combined with data from thousands of households and
analyzed by data providers.
A) Consumer panels
B) Data generators
C) Quota samples
D) Probability samples
E) Lifetime value profiles
Answer:
Which of the following survey methods has the highest response rate?
A) mail surveys
B) email surveys
C) personal interview surveys
D) online surveys
E) postage surveys
Answer:
The subculture that is furthest from being homogeneous is the ________ subculture.
A) African American
B) Hispanic American
C) Asian American
D) Mexican American
E) Pacific Islander
Answer:
The enculturation process consists of teaching children and young adults
consumption-related values and skills like ________.
A) the meaning of money and value
B) how to judge product quality
C) styles and preferences
D) product usage
E) all of the above
Answer:
The transmission of a message from a sender to a receiver via a medium of transmission
is known as ________.
A) feedback
B) stimulation
C) communication
D) transfer
E) expression
Answer:
Recent research has found that largely cognitive processing, via the ________, has an
emotional core.
A) central route
B) tricomponent route
C) functional route
D) primary route
E) peripheral route
Answer:
________ is any price that a consumer uses as a basis for comparison in judging
another price.
A) Reference price
B) Perceived price
C) Efficiency price
D) Value price
E) Differential price
Answer:
Which of the following is an illustration of a price discount that would be viewed as
most favorable given the “right side effect”?
A) a discount from $26 to $25
B) a discount from $22 to $21
C) a discount from $19 to $18
D) a discount from $16 to $15
E) a discount from $39 to $38
Answer: