One of the strategies employed by organizational buyers to reduce information search
and effort in evaluating competing alternatives for routine purchases is to use a fixed set
of suppliers.
Answer:
Needs are created when the actual state of a customer declines.
Answer:
The absolute threshold is dependent upon how strong a marketer makes a stimulus.
Answer:
A goal-oriented theory, which attempts to reduce or eliminate an unpleasant state and
return to homeostatsis, is called the expectancy theory.
Answer:
For an average citizen, a Supreme Court Justice is more likely to possess coercive
power than legitimate power.
Answer:
A good metaphor for a women whose timestyles are spontaneous in their planning
orientation and have a present focus is “Time is a mirror.”
Answer:
According to the principle of least interest, a person will gain power in a group as she
decreases her commitment to the group.
Answer:
People tend to pattern their behavior on the perceived expectations of others, which is a
form of self-fulfilling prophecy.
Answer:
The flamboyant consumption of the nouveau riche is an example of symbolic
self-completion.
Answer:
In the standard learning hierarchy model, attitude is based on behavioral learning
processes.
Answer:
When a retail customer senses a sudden urge that simply can’t be ignored, the customer
is experiencing unplanned buying.
Answer:
Salient beliefs are a component of the Fishbein model.
Answer:
Most customers who experience an environment that is both pleasant and arousing will
interpret it as an exciting environment.
Answer:
Alicia loves chocolate. She maintains that it actually makes her feel better, especially
when she is depressed or having a difficult time. Alicia’s motivation to eat chocolate
would be best explained with the expectancy theory.
Answer:
Most opinion leaders are celebrities rather than everyday consumers.
Answer:
Secret shoppers are used by marketers to test the effectiveness of the customer service
skills quality among employees. This is a form of variable-interval reinforcement.
Answer:
Luv’s color changing diapers (blue for boys and pink for girls) are an example of a
product that emphasizes its androgynous characteristics.
Answer:
A temporal factor is one that reflects sense of time.
Answer:
Most holidays commemorate a cultural myth.
Answer:
Attitudes only serve one function at a time. This is what makes them easy to study and
chart.
Answer:
The first step in the perception process is called attention.
Answer:
As people’s income rise, they are more likely to prefer additional experiences over
additional possessions.
Answer:
Drive theory focuses on psychological needs that produce unpleasant states of arousal
(e.g., your feelings are hurt when someone is critical of your appearance).
Answer:
The original opinion leadership framework of an influence network has been largely
displaced by the two-step flow model of influence.
Answer:
A professor was given an administrative warning after he made an inappropriate joke
about Princess Diana shortly after her death. Students were likely upset because they
saw Princess Diana as a profane individual worthy of special attention and respect.
Answer:
During a free recall test, subjects are shown ads one at a time and asked if they had seen
them before.
Answer:
The mental characteristics of people and the way they relate to their environment and
social group are called ecology.
Answer:
Consumers’ physical and social environments have little to do with the motives that are
constructed for product usage.
Answer:
Passing a driving test to receive a driver’s license is an example of a rite of passage.
Answer:
The location of a product’s image on a package influences the way our brains make
sense of it; we perceive objects lower in a frame to be heavier than objects higher in the
frame and objects on the right side of a frame heavier than those on the left side of the
frame.
Answer:
Customers are more likely to buy an inferior product now rather than wait for a better
one if their culture thinks of times as a map rather than as a river.
Answer:
Which of the following best explains why marketers view teens as
“consumers-in-training”?
A) Teenagers have little influence on their families’ purchase decisions, but they
carefully watch and model the consumer behavior of their parents.
B) Marketers typically do not begin targeting consumers until they are teenagers.
C) Teenagers have little discretionary income, so they have few opportunities to make
independent purchase decisions.
D) Teenagers often develop brand loyalty during their adolescence, committing to a
brand and continuing to purchase it for decades to come.
Answer:
Angela belongs to a film club that selects and views classic movies once a month.
Angela won’t watch scary movies on her own, but agrees to watch the classic vampire
film with the club because almost all of the other club members voted to see it. This
example demonstrates which factor of conformity?
A) Group unanimity
B) Cultural pressure
C) Fear of deviance
D) Principle of least interest
Answer:
The ________ influence is the reference group influence that helps the consumer make
decisions about specific brands or activities.
A) normative
B) comparative
C) selective
D) coercive
Answer:
Which of the follow issues is related to consumer behavior?
A) Consumerism
B) Literacy
C) Product disposal
D) All of the above are related.
Answer:
Which of the following variables related to social class distinction is identified by the
text as being unclear and the subject of debate with respect to its role as an indicator of
social class?
A) Occupation
B) Education
C) Amount of income
D) How income is spent
Answer:
People who belong to the same social class are most likely to have which of the
following in common?
A) Social standing in the community
B) Personality
C) Ethnicity
D) Family structure
Answer:
Sam Bolton hums the Purina Cat Chow jingle as he drives down the expressway. A
thought suddenly occurs to Sam: “Why am I humming this stupid jingle? I don’t buy
this stuff; in fact, I don’t even have a cat.” Sam knows this jingle is ________.
A) stimulus generalization
B) reinforcement modeling
C) incidental learning
D) operant conditioning
Answer:
Which of the following values is most associated with materialists?
A) Honesty
B) Status
C) Loyalty
D) Frugality
Answer:
According to the sociological tradition of ________, relationships with other people
play a large part in forming the self.
A) self-image congruence
B) self-completion theory
C) symbolic interactionism
D) body cathexis
Answer:
________ is the process by which the consumer surveys the environment for
appropriate data to make a reasonable decision.
A) Problem recognition
B) Evaluation of alternatives
C) Information search
D) Product choice
Answer:
Anna Jones thinks she should lose some weight even though she is skinny. Anna is
concerned about her ________.
A) looking-glass self
B) body image
C) actual self
D) ideal self
Answer:
A(n) ________ is a lasting, general evaluation of people (including oneself), objects,
advertisements, or issues.
A) principle
B) belief
C) personality trait
D) attitude
Answer:
The growth of the Internet has created ________.
A) segmentation strategies
B) consumption communities
C) behavioral processes
D) mass cultures
Answer:
A person’s marital status is important to which demographic variable?
A) Gender
B) Race
C) Family structure
D) Age
Answer:
Tanya would really love to have a full-length mink coat; however, animal rights (and
animal rights activists) have caused her to reconsider making such a purchase. This
situation illustrates a(n) ________.
A) approach-approach conflict
B) approach-avoidance conflict
C) approach-desire conflict
D) avoidance-avoidance conflict
Answer:
When a woman buys expensive jewelry, which of the following needs is most likely
being expressed?
A) Hedonic
B) Utilitarian
C) Rational
D) Biogenic
Answer:
Esso (now Exxon in the United States) used the work of Ernest Dichter to influence its
“Put a Tiger in Your Tank” ad campaign. Which of the following conclusions formed
the rationale for the famous campaign?
A) Orange and black are two of the most powerful colors in the color spectrum.
B) The tiger supplies powerful animal symbolism and it contains vaguely sexual
undertones.
C) The size of the tiger enhances a male’s ego.
D) The playful nature of the tiger is appealing to female consumers.
Answer:
Mary Nabholz travels the same way to work every day. She notices advertisements in
store windows when the ads first go up. However, after a few days, Mary no longer
pays any attention to these ads because they have become familiar. Which of the
following is affecting Mary’s response to the ads?
A) Perceptual vigilance
B) Perceptual defense
C) Contrast
D) Adaptation
Answer:
Which of the following is associated with compulsive consumption?
A) Anxiety
B) Happiness
C) Intelligence
D) Income
Answer:
George says that he sees everything as “black or white no in between.” George would
most accurately be characterized as a(n) ________.
A) positivist
B) collectivist
C) interpretivist
D) consumerist
Answer:
________ happens when we do not devote as much time and effort to a task as we
could because our contribution is part of a larger group effect.
A) Brand community
B) Social loafing
C) Principle of least interest
D) Brand feats
Answer:
So called “gripe sites” exist for consumers to publish ________ responses against
products or stores with which they are dissatisfied.
A) private
B) third-party
C) voice
D) complaint
Answer:
People often make decisions on the basis of mental accounting. One facet of this
accounting is making a decision based on the way a problem was posed. This is called
________.
A) framing
B) the sum-cost fallacy
C) loss aversion
D) positioning
Answer:
Sally believes in protecting the environment and likes the concept of recycling.
However, in her area, it requires a lot of effort for her to recycle. For her to recycle, she
has to sort her items and haul them herself to the recycling center in her town, requiring
a high level of effort. Given this level of effort, how likely is it that Sally will recycle?
A) Extremely likely
B) Somewhat likely
C) Somewhat unlikely
D) Level of effort required cannot predict behavior.
Answer:
One of the goals of marketing to Gen Yers has been to allow them to remain free of the
restraints of wires and cords, but still have media available at any time. The lifestyle
created by this approach is referred to as ________.
A) identity renaissance
B) cosplay
C) distinct-styling
D) connexity
Answer:
People who suffer from compulsive consumption are most likely referred to as
________.
A) materialistic
B) bankrupt
C) shopaholics
D) shallow
Answer:
A customer buying an unfamiliar product which carried a fair degree of risk would most
likely engage in what type of problem solving?
A) Extended problem solving
B) Limited problem solving
C) Habitual problem solving
D) Recognition problem solving
Answer:
Which marketing philosophy emphasizes interacting with customers on a regular basis
and giving them reasons to maintain a bond with a company’s brands over time?
A) Differentiated marketing
B) Global marketing
C) Social marketing
D) Relationship marketing
Answer:
Wynona was impulsive. Her friends accused her of being calculating, but she thought of
herself as simply an analytical thinker. She wanted what she wanted and tomorrow
could take care of itself. Researchers would classify her as being a hedonic
variety-seeker. Which of the following time metaphors would best capture Wynona’s
perspective of time?
A) Time is a pressure cooker.
B) Time is a map.
C) Time is a feast.
D) Time is a mirror.
Answer:
Phillipe is a member of a small Harley-Davidson motorcycle club. Members meet once
a week to ride and talk about their bikes. This club might exert a ________ influence on
Phillipe as he decides which model of bike he buys for his girlfriend.
A) referent power
B) normative
C) coercive power
D) legitimate power
Answer:
When a stimulus comes within the range of someone’s sensory receptor, a(n) ________
occurs.
A) just noticeable difference (j.n.d.)
B) retention
C) subliminal suggestion
D) exposure
Answer:
Which of the following is NOT one of the three distinct stages of gift-giving rituals?
A) Convention
B) Gestation
C) Presentation
D) Reformulation
Answer:
“Casual Fridays” in American workplaces encourage the expression of a person’s
________.
A) virtual self
B) dual self
C) cultural self
D) unique self
Answer:
Milton Rokeach identified a set of ________.
A) terminal values
B) core values
C) crescive values
D) cultural values
Answer:
According to the principle of least interest, the person who is least ________ has the
most power in the relationship.
A) committed to staying in the relationship
B) susceptible to interpersonal influence
C) susceptible to cultural pressures
D) concerned about sanctions against nonconforming behavior
Answer:
Explain the term “mood congruency” and give an example.
Answer:
As people age, their sensory detection abilities decline. The Baby Boomers are fast
reaching retirement age. How will advertisements in the future likely change sensory
stimuli to accommodate this changing demographic?
Answer:
Describe the basic premise of motivational research and how it might be conducted.
Answer:
In America in the 1960s, the slogan “Do your own thing” reflected a movement away
from conformity. Discuss the type of cultural pressures that could have caused this
movement.
Answer:
Explain the term “persuasion.”
Answer:
Explain the meaning of objectification and how it occurs. Provide an example.
Answer:
Discuss the positive and negative consequences of today’s culture of participation that is
enabled by social media platforms.
Answer:
Explain the threat of consumer terrorism.
Answer:
Explain what a credit score is and how it relates to social class.
Answer:
Define a hybrid product and give an example.
Answer:
Discuss an implication that relates to the lack of locational privacy consumers have in
today’s wired and mobile world.
Answer:
Describe the three functional areas of a cultural system.
Answer:
Explain the ego-defensive function.
Answer:
How strongly or weakly a consumer is committed to a specific attitude relates to the
level of involvement he or she has with the attitude object (Ao). Describe the strength
of commitment involved in each of the following and give an example:
Compliance
Identification
Internalization
Answer:
Explain what is meant by relationship marketing.
Answer:
Why would Amazon.com create a separate e-commerce site for green products?
Answer:
Explain the difference between a need and a want. Provide an example of each.
Answer: