The sociological perspective of ________ takes the view that much of consumer
behavior resembles actions in a play.
A) role theory
B) pastiche
C) interpretivism
D) psychographics
Answer:
Which of the following phrases is the best illustration of homogamy?
A) Opposites attract
B) Birds of a feather flock together
C) Leave no stone unturned
D) To the victor go the spoils
Answer:
Amos always felt that it was unfair that society created artificial divisions that
discouraged him from having friends from different social structures. Which of the
following terms describes the process that Amos is having difficulty with?
A) Reference group affiliation
B) Bias
C) Social anxiety
D) Social stratification
Answer:
Scott thought of himself as a very successful marketer. He created a campaign with a
product logo that was very popular and that customers associated with a quality
product. It was so popular that in a few months, the logo began to appear almost
everywhere. Instead of increasing sales of the product, the customer demand began to
decrease as competitors’ products became more successful. What characteristic of
learning was most likely ruining Scott’s apparent success?
A) Too much repetition was decreasing the strength of the conditioning effect, thus
leading to extinction of the learned relationship between the logo, the quality of the
product, and the association with Scott’s company.
B) Customers confused Scott’s logo with the logo of Scott’s competitors, making
cognitive learning incomplete.
C) The logo produced only a fixed-ratio schedule of reinforcement that did not sustain
sales, while Scott’s competitor used a variable-ratio schedule.
D) Over time, the logo became boring, and customers punished Scott’s company by
buying competitors’ products as a type of revenge for their boredom.
Answer:
When consumers are unhappy with a product, they boycott the product and/or store and
express dissatisfaction to friends. This is called ________ response.
A) private
B) third-party
C) voice
D) public
Answer:
When a sacred item or symbol is removed from its special place or is duplicated in
mass quantities, then it becomes profane as a result of ________.
A) sacralization
B) desacralization
C) defamation
D) objectification
Answer:
A study found that women who engage in extensive information search and comparison
shopping were most likely to select which of the following metaphors to express their
perspective of time?
A) Time is a pressure cooker.
B) Time is a river.
C) Time is a map.
D) Time is a feast.
Answer:
A ________ creates a state of tension that drives consumers to attempt to reduce or
eliminate.
A) want
B) demand
C) need
D) response
Answer:
Jim Smith, Don Carson, and Jeff Sweeney are all 54 years old, so they can be sorted
into ________.
A) an age cohort
B) subculture
C) Gen Z
D) nuclear family
Answer:
Which of the following was first demonstrated by Ivan Pavlov?
A) Classical conditioning
B) Instrumental conditioning
C) Behavioral conditioning
D) Psychological conditioning
Answer:
In the motivation process, the desired end state is the consumer’s ________.
A) drive
B) need state
C) benefit
D) goal
Answer:
________ refers to the extent to which processing activity is devoted to a particular
stimulus.
A) Subliminal perception
B) Sensory marketing
C) An embed
D) Attention
Answer:
________ is the way we assume others expect us to act.
A) Looking-glass self
B) Self-fulfilling prophecy
C) Collective self
D) Self-concept
Answer:
The way consumers feel about themselves, the things they value, and the things they
like to do in their spare time are part of how marketers segment using ________.
A) gender
B) age
C) social class
D) lifestyle
Answer:
Wants are a combination of ________.
A) personal factors
B) cultural factors
C) A and B
D) none of the above
Answer:
________ includes a buyer, a seller, and a product or service and other factors.
A) Seller consumption
B) Buyer consumption
C) Consumption situation
D) None of the above
Answer:
Tian Zhao’s parents were peasants from central China. Tian earned a degree in
electronics from a university and now works for a medium-sized firm building
computer components. Tian has purchased a Canon camera and a Dell computer, and he
wears Nike running shoes. He is a member of the mass class.
Answer:
A(n) ________ is a sign that relates to a product by either conventional or agreed-on
associations.
A) icon
B) index
C) symbol
D) schema
Answer:
A communicator’s expertise, objectivity and trustworthiness refer to ________.
A) corporate social responsibility
B) ethics
C) source credibility
D) expert power
Answer:
A product that helps to establish the user’s identity is called ________.
A) self-concept attachment
B) interdependence
C) love
D) nostalgic attachment
Answer:
A student of postmodernism is most likely to believe that the world in which we live is
a(n) ________, or mixture of images.
A) alternate reality
B) paradigm
C) consumer space
D) pastiche
Answer:
Which of the following is a level of a people extended self?
A) Individual level
B) Family level
C) Community level
D) All of the above
Answer:
A consumer wearing a temporary tattoo of a company’s brand logo is an example of
________.
A) identity marketing
B) market targeting
C) compensatory consumption
D) an extended self
Answer:
The process whereby a product formerly associated with a specific ethnic group is
detached from its roots and marketed to other subcultures is called ________.
A) warming
B) de-ethnicization
C) acculturation
D) de-culturization
Answer:
Whether a consumer’s need is utilitarian or hedonic, the ________ it creates determines
the urgency the consumer feels to reduce it.
A) magnitude of the tension
B) direction of the tension
C) expectancy
D) reinforcement
Answer:
Neiman Marcus and Whole Foods are examples of ________.
A) materialism
B) provenance
C) ego directed products
D) none of the above
Answer:
Jason is a marketing researcher working for a client who believes that social class will
be an important segmenting device. Jason decides to find social class categories by
simply asking respondents to pick their own category. Which of the following best
supports Jason’s approach?
A) Most Americans don’t mind talking about social class but are usually inaccurate in
determining their own categories.
B) American consumers generally have little difficulty accurately placing themselves in
the lower-middle class or middle class.
C) American consumers are generally better able to identify their neighbors’ social class
than their own social class.
D) Most Americans will list the social class they wish to belong to rather than the one
they actually occupy.
Answer:
Nadia Ali loves the feel of her new sweater and the smell of her leather car seats on a
crisp fall day. As she passes a billboard, she sees an ad for Baskin-Robbins ice cream
and immediately does a U-turn into the shopping center where she knows the famous
ice cream store is located. In the above example, Nadia is responding to ________.
A) sensory inputs emanating from the external environment
B) sensory inputs emanating for the internal environment
C) emotional outputs
D) decision sequences dictated by sensory outputs
Answer:
Joe was told by his mother that he needed to get a gift for his aunt’s birthday. He had
only met his aunt once before and hardly knew her. Joe was walking through a mall and
saw a candy specialty store. He entered and looked at the selection without much
interest. He was about to select a box of chocolates for his aunt simply because it was
cheap when he remembered that his new girlfriend Julie loved chocolate. Joe really
liked Julie. He began to inspect each box of chocolates carefully, trying to find evidence
of quality. Which type of involvement explains Joe’s change of behavior?
A) Product involvement
B) Price involvement
C) Purchase situation involvement
D) Message involvement
Answer:
Of the countries listed below, which is thought to be highly status-conscious?
A) Canada
B) Japan
C) Brazil
D) Spain
Answer:
Match.com and eharmony.com measure identifiable personal characteristics called
________.
A) personality traits
B) personality image
C) personality matches
D) ego matches
Answer:
How can marketers help people organize information on the internet?
Answer:
Describe the loss aversion tendency and provide an example from your own experience.
Answer:
Why does a typical casino have low ceilings, no windows, no clocks, and no straight
aisles?
Answer:
What type of power does a class have as a whole to control the behavior of a professor?
As you consider the answer, list each of the six types of powers outlined in the text and
discuss each type of power as it might be related to this question.
Answer:
Explain the three different reference groups.
Answer:
Explain the “functionally illiterate.”
Answer:
Define the term “myth.”
Answer:
What is database marketing? Why is it so widely used by today’s marketers?
Answer:
Explain the term “hedonic adaptation.”
Answer:
Explain why the Islamic market should be important to U.S. marketers.
Answer:
Define brand equity.
Answer:
Compare and contrast the uses of the emotional appeals of sex, humor, and fear in
advertising. What are the strengths and weaknesses of each?
Answer:
What is a just noticeable difference (j.n.d.)?
Answer:
List and explain the four interrelated functions in a culture.
Answer:
What is an evoked set?
Answer:
What is cybermediary? Provide an example to illustrate the function of cybermediaries.
Answer:
Explain the meaning of triple bottom-line orientation.
Answer:
Describe the concepts of normative influence and comparative influence among
reference groups.
Answer: