China has made a deliberate attempt to control its population growth through its
one-child law and this has affected the size of its consumer market.
a. True
b. False
Self-monitoring includes all of the following distinct individuals differences or
components, except:
a. the willingness to be the center of attention
b. the ability to adjust one’s behavior to induce positive reactions in others
c. the desire to adjust one’s behavior to induce positive reactions in others
d. concern about the opinions of others
e. All of the above are correct.
Consumer inferences about products can be based on perceived correlations about
product attributes, or based on overall evaluations of products, or based on prior
knowledge.
a. True
b. False
Attractiveness, familiarity, similarity, and authority all drive the liking principle of
social influence.
a. True
b. False
Anyone can be a “cultural agent.”
a. True
b. False
According to discrepancy-interruption theory, big surprises, such as completely new
and innovative different products, are attractive because they create variety in our life.
a. True
b. False
Consumers tend to use price as a gauge of quality. This phenomenon is called the
price-quality heuristic.
a. True
b. False
Mall-intercept surveys, in-depth interviews, and focus groups are all forms of direct
questioning in consumer research.
a. True
b. False
Consider the equation presented in your readings: AR(l-CA). In this equation, what does
the term CA refer to?
a. Counterarguing
b. Critical Attitude
c. Credence Attribute
d. Credible Attitude
e. Consumption Attribute
Buzz marketing techniques are decreasing in importance to marketers because the cost
of the traditional television advertising has increased in the last several years.
a. True
b. False
If all humans were the same in their preferences and behaviors, market segmentation
would not be needed.
a. True
b. False
What is the main benefit of the adaptive unconscious?
a. It improves our self-esteem.
b. It prevents us from impulse purchases.
c. It improves our long-term memory.
d. It frees up mental resources so we can pay attention to other things.
e.None of the above is correct.
Torn wants the girl he has started dating to like him, so every time they go on a date, he
makes sure to compliment her clothing or her hair. Torn is hoping to win favor through:
a. flattery
b. opinion conformity
c. appearance management
d. aligning activities
e. self-deprecation
Dividing groups of products into subgroups of products is the best way to segment a
market.
a. True
b. False
Brand jingles must contain words to be effective.
a. True
b. False