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According to expected utility theory, people should think about uncertain events in
terms of frequencies.
a. True
b. False
Which theory of emotion best explains the misattribution of arousal?
a. Balance theory
b. Mood-as-information theory
c. Excitation transfer theory
d. Discrepancy-interruption theory
e. Cognitive dissonance theory
Which statement regarding heuristics is true?
a. Heuristics involve effortful processing.
b. Heuristics are useful tools that managers should use more often.
c. Heuristics use the scientific approach to form predictions
d. Heuristics are cognitive shortcuts.
e. None of the above is true.
Needs are automatic and required.
a. True
b. False
Product placements primarily take place in movies and television only.
a. True
b. False
Marketers use perceptual maps as a means to display or graph the location of products
or brands:
a. with respect to the geographic areas where they are manufactured
b. as they are clustered by retailer, normally in major metropolitan areas
c. within distribution channels
d. in the minds of consumers
e. in terms of the utility created by each product attribute
In the heuristic/systematic model of persuasion, if the two routes of persuasion point to
opposite conclusions, the heuristic route overrules the systematic route to persuasion.
a. True
b. False
Consumers tend to engage in more variety seeking when they purchase products for
themselves versus when they purchase products for others.
a. True
b. False
Research has shown that self-prophecy can increase charitable giving due to what social
influence principle?
a. Liking
b. Authority
c. Social validation
d. Commitment and consistency
e. Automaticity
Which word-of-mouth marketing technique specifically uses the Internet to facilitate
the spread of word-of-mouth?
a. Organic word-of-mouth
b. Buzz marketing
c. Internet marketing
d. Viral marketing
e. Stealth marketing
Online ads overall have click through rates of about ______.
a. less than 1%
b. 5%
c. 25%
d. 50%
e. 75%
According to your readings, Procter and Gamble executives believe that delighting
customers during their usage experience with their products represent "moments of
truth"for the company.
a. True
b. False
Recalling the Milgram obedience experiments discussed in your readings, what was
Milgram actually trying to prove?
a. Peer pressure- going against the crowd- is a powerful persuasive tool.
b. Flattery often enhances a person's likability.
c. Only one person in a thousand would administer the maximum (450 volts),
potentially lethal, shock during the experiment.
d. Cultural differences from country-to-country account for differences in behavior to
perceived authority figures.
e. Men are more susceptible to authority than women.
Tony is a salesperson in an electronics store in the television department. When talking
to a potential customer, Tony usually asks the customer to indicate their preferences in
terms of size, type and brand name of television. He knows if he does this, the customer
is more likely to purchase something (vs. not purchase). Tony is taking advantage of
what effect?
a. Assimilation effect
b. Distraction effect
c. Procedural priming effect
d. Mindset priming effect
e. None of the above is correct.
Applebee's, a regional restaurant chain, features friends enjoying food, drinks, and fun
in its advertisements. This type of advertisements appeals to what level of need in
Maslow's hierarchy of needs?
a. Psychological needs
b. Physiological needs
c. Self-esteem needs
d. Social needs
e. Self-actualization needs
The quality of search goods can be examined by simply examining the product.
a. True
b. False
An zero correlation means there is no predictable relationship between two variables.
a. True
b. False
Which heuristic is not a reciprocity type of social influence technique?
a. Door-in-the-face
b. That's-not-all
c. Low-ball
d. Even-a-penny
e. All of the above are correct.
Molly decides to buy a new digital camera. She notices that the one of the attributes on
the Cannon camera does not meet her requirements and because of this, she eliminates
the Cannon camera. This strategy would best be considered what type of strategy?
a. Selective-conductive
b. Risk averse
c. Information accurate
d. Non-compensatory
e. Search inefficient
