Consumer behavior researchers are primarily only interested in consumers’ purchase
behaviors.
a. True
b. False
Flattery, when it is part of impression management, is always insincere.
a. True
b. False
Psychologists believe traits are formed at an early age.
a. True
b. False
Attitudes toward greeting cards, luxury cars, and perfumes primarily serve which
attitude function?
a. Knowledge
b. Value Expressive
c. Adjustment
d. Ego-defensive
e. Utilitarian
Which of the following statements about the need for cognition is false?
a. Individuals high in need for cognition are intrinsically motivated to engage in
thinking compared to those low in need for cognition.
b. Consumers who are high in need for cognition tend to form attitudes based on
peripheral cues compared to those low in need for cognition.
c. Consumers who are low in need for cognition are more likely to use the Internet for
entertainment rather than searching for product information.
d. Consumers who are high in need for cognition tend to be influenced more by rational
appeals than emotional appeals.
e. Individuals high in need for cognition focus primarily on product-relevant
information in advertisements.
Which of the following statements about celebrity endorsers is false?
a. In the U.S., it is estimated that over 20% of all television advertisements feature a
celebrity endorser.
b. Celebrities have been endorsing products for over 100 years.
c. Former President Ronald Reagan was a celebrity endorser before he was President.
d. Celebrity endorsers are usually portrayed as “non-typical” or special users of the
brand.
e. Fit to the brand is important when choosing a celebrity endorser.
All of the following are forms of mobile marketing except______.
a. Application marketing
b. Gamification
c. QR codes
d. SMS marketing
The affmnation of the consequent helps explain the social validation effect.
a. True
b. False
Research has shown that self-prophecy can increase charitable giving due to the social
validation principle.
a. True
b. False
The want-got gap occurs during which stage of the consumer decision process model?
a. Purchase
b. Information search
c. Alternative evaluation
d. Post-purchase evaluation
e. None of the above is correct.
When developing social relationships, which of the following is an engagement cue?
a. Doodling
b. Self-grooming
c. Fiddling
d. Nodding
Research has shown that as long as a person perceives someone to be sincere in their
flattery, it doesn’t matter if it
is inaccurate.
a. True
b. False
Which of the following is not a use/consumption activity?
a. Watching movie in a theatre
b. Eating an ice cream cone
c. Test-driving a car
d. Getting a haircut
e. Turning on a lamp
The _______is the tendency to view a product as more valuable if one owns it.
a. sunk cost effect
b. transitivity effect
c. compatibility principle
d. brand positivity effect
e. None of the above is correct.
Liz is considering buying a new refrigerator for $1,000. It has a 20% chance of
requiring a repair in the next year.
The expected value in terms of repair costs for this purchase is $1,200.
a. True
b. False
How does a superstitial differ from an interstitial ad online?
a. superstitials load in the background
b. superstitials load in the foreground
c. superstitials online run across the top of the webpage
d. interstitials do not differ from superstitials
e. interstitials are more expensive
The mere exposure effect is tied to familiarity and liking.
a. True
b. False
Selective thinking is more likely to occur in singular (vs. comparative) evaluation.
a. True
b. False
Which of the following is false regarding attitude function theory?
a. Attitudes that serve the knowledge function summarize large amounts of information
to simplify the world and help consumers make decisions.
b. The theory defmes three main attitude functions, including the knowledge function,
the value-expressive function, and the ego-defensive function.
c. Authority and fear appeals are useful for changing attitudes that serve the
ego-defensive function.
d. Different persuasion techniques can be used to appeal to the different attitude
functions, resulting in effective
persuasmn.
e. Attitudes that serve the value-expressive function communicate important beliefs
about ourselves to others.
Celebrity endorsers are usually portrayed as being typical users of a brand.
a. True
b. False
Which of the following is not a major type of belief?
a. Descriptive beliefs
b. Informational beliefs
c. Inferential beliefs
d. Expectancy beliefs
e. All of the above are major types of beliefs.
Facial expressions of emotion do not vary from culture to culture.
a. True
b. False
How does the Implicit Association Test (IAT) measure implicit beliefs and attitudes?
Why do consumers rarely have very large consideration sets?
What is the difference between exchange rituals and possession rituals?
Nick is considering buying a new bicycle. Here are his options:
Bike A- costs $100. It has a 60% chance of breaking down in the next year.
Bike B- costs $200. It has a 20% chance of breaking down in the next year.
Bike C- costs $400. It has a 15% chance of breaking down in the next year.
Which bike should Nick purchase based on expected utility theory of repair costs?
What is the difference between viral and stealth marketing?
Describe how a man’s level of involvement with his car would affect how he is
influenced by marketing stimuli.
Provide two strategic recommendations for a marketer trying to reach a segment of men
who would be considered
“low involvement” consumers in terms of their cars.
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 because they
are irrational and totally unpredictable!” Lucy responds, “I don’t agree. Consumers
behavior 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 Kay and Lucy’s discussion, what consumer behavior research approach does
Kay most support and Lucy most support?
Discuss the advantages and disadvantages of consumer generated advertising.
Karen went shopping for a new cell phone. Upon entering her provider’s retail store, she
realized there just too many choices, and they all seemed just alike! She quickly became
frustrated and ended up quickly choosing the phone she
had seen advertised the most.What is Karen experiencing?