People who live in individualistic (versus collectivistic) cultures tend to be more
susceptible to social influence tactics.
a. True
b. False
Consumers who are low in need for cognition and high in need for humor respond more
favorably to humorous advertising appeals than those high in need for cognition and
low in need for humor.
a. True
b. False
The technique begins with an unreasonably large request. Upon rejection of the request,
a more reasonable request is made.
a. foot-in-the-door
b. door-in-the-face
c. low-ball
d. that’s-not-all
e. even-a-penny
Kay and Lucy are both consumer researchers. They are arguing about various research
approaches. Kay says, “Lucy, I don’t understand why you waste your time doing all of
those experiments. Consumer behavior can’t be researched like chemistry! Consumers
are irrational with their own subjective reality.” Lucy responds, “I don’t agree.
Consumers behave more consistently than you might think, and it is perfectly
appropriate to apply the scientific method-approach to studying consumers. Only by
treating consumer behavior as a science can we generate generalizable theories of
behavior.” Based on this discussion, what consumer behavior research approach does
Kay most support?
a. An Ernest Dichter/Freudian approach
b. A psychological approach
c. Behavioral science approach
d. Interpretivism approach
e. Motivational research approach
E-tailers are usually better at selling search and credence goods than experience goods.
a. True
b. False
Buzz marketers want to identify and engage with opinion leaders, mavens, and alphas.
a. True
b. False
According to self-determination theory, intrinsic motivation is highest when what
factors are also high?
a. Autonomy, belongingness, and competence
b. Power, affiliation, and achievement
c. Self-esteem, self-actualization, and social belongingness
d. Authority, beliefs, and competence
e. Affiliation, motivation, and emotion
Prescriptive norms tell us how we should behave.
a. True
b. False
In comparing two online e-tailers, Target.com vs. DavesDeepDiscounts.com,
Target.com should be considered the better online business based primarily on:
a. a more descriptive name
b. a bricks and mortar operation that is well known
c. a wide variety of products
d. an efficient product delivery system
e. a better brand logo
The Implicit Association Test has shown that implicit attitudes and explicit attitudes are
surprisingly consistent.
a. True
b. False
Which heuristic involves forming predictions based on the ease with which a situation
can be imagined?
a. Representativeness heuristic
b. Availability heuristic
c. Simulation heuristic
d. Framing effect
e. Anchoring-and-adjustment heuristic
The sum of all self-evaluations determines self-esteem.
a. True
b. False
Problems related to the ‘spirit” of a language would be attributed to what?
a. Morphology
b. Inflection
c. Cultural translation
d. Rituals
e. Phonology
Two-sided messages that discuss the pros and cons of an advertised product are most
effective for knowledgeable
consumers.
a. True
b. False
According to self-determination theory, intrinsic motivation is lower when autonomy,
belongingness, and competence are low.
a. True
b. False
What is a typical amount of income for a subsistence consumer?
a. $300/day
b. $150/day
c. $50/day
d. $2/day