The simulation heuristic is most closely tied to similarity.
a. True
b. False
Brands with passionate devotees also tend to attract consumers who hate the brand,
which is one of the risks of consumer generated advertising.
a. True
b. False
Choice deferral refers to a reluctance to make a decision for some reason.
a. True
b. False
Imagine you are going shopping for a new pair of shoes. Just before you reach the store,
your favorite song begins to play on the radio. You enjoy the song so much that it puts
you in a good mood. You continue to feel this good mood as you shop for shoes. This is
an example of what type of influence on the consumer purchase process?
a. A valuation effect
b. A mood-as-information effect
c. An intrinsic motivation effect
d. A cognitive dissonance effect
e. A discrepancy-interruption theory effect
______is the act of one consumer talking to another about a brand, either directly or
indirectly.
a. Advertising
b. Product placement
c. Buzz marketing
d. Viral marketing
e. Word-of-mouth
Brand personification involve animating animals to act like humans.
a. True
b. False
Which of the following about heuristics is false?
a. Heuristics enable us to make decisions quickly and easily.
b. Persuasion heuristics influence consumers’ beliefs and attitudes.
c. The MODE model is a type of choice heuristic.
d. Heuristic processing is particularly likely when a decision is perceived as
unimportant.
e. Heuristics can lead consumers to overlook important information.
_______ type of product placement is the most intensive form of placement.
a. Advergaming
b. Branded entertainment
c. Product interaction
d. Product integration
e. Visual placement
Which stage of demographic transition refers to a population with equally high birth
and death rates?
a. pre-industrial stage
b. transitional stage
c. industrial stage
d. post-industrial stage
Which social influence principle is Coke using to appeal to consumers when it donates
money to Boys & Girls Clubs?
a. The automaticity principle
b. The social validation principle
c. The reciprocity principle
d. The scarcity principle
e. None of the above is correct.
Images such as brand logos are examples of marketing symbols.
a. True
b. False
Focus groups often generate responses that participants would be unwilling or unable to
give in a depth-interview.
a. True
b. False
Expected utility theory suggests that all alternatives can be rank ordered from worst to
best and that alternatives with the highest expected values should be preferred.
a. True
b. False
What theory is based on the premise that individuals have a psychological desire to
have harmony between a message object, a message sender, and receiver?
a. Drive theory
b. Expectancy theory
c. Cognitive dissonance theory
d. Weber’s law theory
e. None of the above is correct.
Consumer actions that are unhealthy, unethical, or potentially dangerous to an
individual or society are often called
“the dark side of consumer behavior.”
a. True
b. False
Verbal compliance is when someone says “yes” to a request.
a. True
b. False
Questions about money lead consumers to focus on money. Questions about
probabilities lead consumers to focus on probabilities. This is the basis of what
concept?
a. The compatibility principle
b. Choice deferral
c. The endowment effect
d. Comparative evaluation
e. The sunk cost effect
Product placements in video games are called advergaming.
a. True
b. False
Beliefs contain an evaluative component.
a. True
b. False
As a general rule, the fewer the number of products in a category, the greater the
external search.
a. True
b. False