Buzz marketing techniques are increasing in importance to marketers because the media
is more cluttered than ever before.
a. True
b. False
Which of the following statements about strategies for changing attitudes is false?
a. The effectiveness of a source in persuasive communication should be attractive,
regardless of the situation.
b. Expert sources are more effective when the message is complex, but attractive
sources are more effective
when the message is simple.
c. Emotional messages are useful when the consumer is unlikely to think carefully.
d. Two-sided messages are more effective when consumers are knowledgeable.
e. When the consumer is likely to think carefully about the message factual appeals are
useful.
_____ occurs when product performance falls short of consumers’ expectations and
seems inferior to rejected alternatives.
a. Post-consumption evaluation
b. Satisfaction
c. Expectancy confmnation
d. Post-purchase paradox
e. Cognitive dissonance
Which of the following statements about variety seeking is false?
a. Variety seeking involves low levels of involvement and low levels of information
processing.
b. Variety seeking is the opposite of brand loyalty.
c. Derived varied behavior describes situations where consumers’ brand switching is
either externally imposed or extrinsically motivated.
d. A person who enjoys trying new products out of curiosity is high in intrinsic variety
seeking.
e. Involvement is low for variety seekers so they may switch brands to reduce boredom.
______refers to how much information consumers attempt to acquire.
a. Information search
b. Information search costs
c. Web 2.0
d. Information symmetry
e. Compiling information
According to the Freudian view, what is the role of the psychotherapy?
a. To improve the adaptive unconscious
b. To sharpen our thin slice abilities
c. To uncover hidden thoughts that cause mental illness
d. To eliminate automatic information processing
e.To train the mind to form habits
According to self-determination theory, people are generally more creative,
hard-working, and more fulfilled when they are extrinsically motivated.
a. True
b. False
Which of the following is not a familiarity effect?
a. As familiarity increases, liking for a brand can increase.
b. As familiarity increases, a brand name can seem more famous.
c. As familiarity increases, judgments about a brand are held with greater confidence.
d. As familiarity increases, product claims seem more true.
e.All of the above are familiarity effects.
Thinking about the attributes you don’t want often leads to different choices than does
thinking about the attributes you want.
a. True
b. False
Volvo manufactures a station wagon to meet all of the goverrnnent’s strictest safety
ratings, and Volvo emphasizes this in its advertising, claiming to be, “the safest car on
the road.” From this information, it appears that Volvo may be engaging in what type of
segmentation strategy?
a. Geographic
b. Price
c. Psychographic
d. Demographic
e. Benefits sought
What principle is the cornerstone of all social influence?
a. The principle of authority
b. The principle of social proof
c. The principle of liking
d. The principle of automaticity
e. The principle of commitment
The PRIZM segmentation model discussed in your readings is based in what market
segmentation strategy?
a. Demographic segmentation
b. Geo-dernographic segmentation
c. Psychographic segmentation
d. Behavioral-based segmentation
e. Price segmentation
When consumers shop for new automobiles, they often are consider the braking system.
Most consumers feel that an anti-lock braking system is an important, valuable attribute
to have. However, most brands offer this important feature. Thus, according to your
readings on attribute importance and uniqueness, what type of attribute is an anti lock
braking system in this example?
a. A determinant attribute
b. An optional feature
c. An irrelevant attribute
d. A defensive attribute
e. A parityattribute
Cognitive dissonance tends to occur less for higher priced items.
a. True
b. False
According to the because heuristic, people process all requests mindlessly, so just
hearing the word “because” can trigger the heuristic.
a. True
b. False
What are the advantages and disadvantages of engaging a celebrity or athlete endorser?
Discuss the advantages of word-of-mouth.
From an Elaboration Likelihood Model of Persuasion perspective, briefly describe the
multiple ways in which people are persuaded and the major determinant(s)/influence(s)
of that process.
Provide an example of how a person might used a loved object to overcome a
psychological role conflict.
Tina is trying to decide what internship/job to accept for the summer. She has three
options. She sits down and lists all of the important attributes that are essential to her
for a fulfilling/good summer experience. Next, she assigns an evaluation rating to each
attribute (higher numberbetter or more important). Finally, she evaluates each job
according to each attribute (higher numbermore likely the job has the attribute in
question). Her evaluation is shown on the table below.
Using the simple Theory of Reasoned Action, calculate the attitude for each potential
job. Indicate which is the MOST attractive alternative for Tina?
What implications does the social validation principle hold for advertisers?
How can marketers create familiarity effects for their products?
List and define Maslow’s hierarchy of needs.
When is a memory brand preferred to a stimulus brand?