The sociological perspective of role theory can be used to explain why people who
engage in certain activities seem to have a “uniform.” For example, cyclists have
spandex and helmets, while fly fishermen have vests and floppy hats.
In the standard learning hierarchy model, attitude is based on behavioral learning
processes.
Balance theory helps explain why consumers like being linked to positively valued
objects.
The triple bottom-line orientation recognizes that businesses should strive to cut costs
as well as raise revenue.
Individuals have different absolute thresholds for visual and aural stimuli. This fact
supports the statement that subliminal advertising would need to be tailored to the
individual in order to be effective.
Considering the effects of cognitive dissonance, supplying customers with additional
reinforcement after a purchase can be a good marketing strategy.
Global consumer culture and popular culture are interchangeable terms.
The most radical of the innovation change forms is called a discontinuous innovation
because it creates major changes in the way we live.
Tyler decided to restore a 1956 Ford. When he started, he wasn’t sure where he could
find certain parts and product information. He rapidly found that there was an entire
group of people who restored classic Fords. Tyler has been introduced into a subculture.
A pop-up store is purposefully designed to come and go very rapidly.
People born between the two World Wars are part of the Silent Generation.
The concepts of mental accounting, prospect theory, and perceived risk all remind a
marketer that the customer’s perception is more important than an objective reality
when trying to understand consumer behavior.
Teenagers who are obsessed with their own appearance and needs but still desire to
connect on a meaningful level with other people are suffering an autonomyversus
belongingconflict.
Consumers’ attraction to slot machines can be explained by the variable-ratio
reinforcement schedule the machines use.
The elaboration likelihood model assumes that under conditions of high-involvement
processing, the consumer normally takes what is called the peripheral routeto
persuasion.
A consumer is attached to an object to the extent that she relies upon it to maintain her
self-concept.
The modern era of consumerism began in 1962.
A membership reference group is made up of idealized figures such as successful
business people, athletes, or performers.
Every year, the students at a prestigious engineering school remove a car from the
parking lot and place it on the highest point of the roof of the main engineering
building. The students have been doing this for decades, but not once has anyone ever
confided to an outsider how it was done. This is a classic example of a ritual.
A surrogate consumer, by definition, makes a purchase on behalf of another consumer.
As people transmit information to one another, they tend to change the message.
The experiential perspective stresses the importance of learning in decision-making.
Alba is dedicated to fitness and nutrition. She rarely eats fast food because of the high
calories and low nutritional value. Though Alba is exposed to many advertising
messages from fast food restaurants each day, she rarely processes these messages. This
is an example of subliminal perception.
Collective decision-making occurs when more than one person is involved in the
purchasing process for products or services that may be used by multiple consumers.
The research on loss aversion suggests that people tend to emphasize their losses more
than their gains.
When a retail customer senses a sudden urge that simply can’t be ignored, the customer
is experiencing unplanned buying.
The ego is the referee in the fight between temptation and virtue.
The entire upper class (upper-upper and lower-upper combined) comprises less than 2
percent of all Americans.
Firms in Mexico are less likely to have formal codes of ethics.
Weber’s Law states that the intensity of the stimulus is greater if its duration is
increased.
Many 20-somethings have rebelled against their more affluent parents by mocking
wealth, wearing shredded jeans, and driving boxy cars. These are examples of what is
called a modern potlatch.
A point-of-purchase stimuli is part of the purchase environment.
________ involves a process of acquiring information and storing it over time so that it
will be available when needed.
A) Memory
B) Recognition
C) Comprehension
D) Attention
A ________ is an idea or product that enters the consciousness of people over time.
A) meme
B) belief
C) norm
D) value
According to the Federal Trade Commission, the most common consumer complaint,
accounting for nearly 20% of all problems reported, is ________.
A) deceptive advertising
B) poor product quality
C) identity theft
D) lack of data privacy
A department store decides to use “secret shoppers” at unannounced times to test for
service quality among its personnel. Store personnel are rewarded for excellent service
attitudes. Which of the following reinforcement schedules would most likely apply in
this situation?
A) fixed-ratio reinforcement
B) fixed-interval reinforcement
C) variable-frequency reinforcement
D) variable-interval reinforcement
Fashionrefers to ________.
A) the process of social diffusion by which a new style is adopted by some consumer
groups
B) a particular combination of attributes within a style, trend, or fad
C) being positively evaluated by some reference group
D) rejecting the norm and pushing for newness
Jane is a Baby Boomer. How is Jane most likely to be different from her mother when
her mother was 60 years old?
A) Jane is going to have fewer resources for retirement than did her mother.
B) Jane will think of herself as being much older than her mother did at the same age.
C) Jane will no longer be interested in youthful styles, while her mother was likely to
retain such interests.
D) Jane is much more likely to be physically active than her mother was at the same
age.
If a social researcher wanted to investigate social status in a small city, her best choice
for a questionnaire would be one that included questions or observations on education,
area of residence, total family income per year, and ________.
A) occupation prestige level of the household head
B) membership groups of the primary income earners
C) ability to utilize electronic communication channels
D) ability to win friends and influence people
According to the ________ factor leading to adaptation, simple stimuli habituate
because they do not require attention to detail.
A) exposure
B) vigilance
C) discrimination
D) relevance
Consumers who have ________ are particularly good targets for marketing
communications that use fantasy appeals.
A) self-fulfilling prophecies
B) looking-glass selves
C) a small gap between their real and ideal selves
D) a large gap between their real and ideal selves
Which of the following is a benefit organizations receive when customers complain?
A) opportunity to correct the situation
B) word-of-mouth about the product
C) differential advantage
D) market regulation
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.
Which of the following is most relevant to a company that wants to position a new
brand on price leadership?
A) Gestalt psychology
B) Weber’s Law
C) augmented reality
D) the closure principle
________ learning occurs when an individual watches the actions of others and notes
the reinforcements they receive for their behaviors.
A) Observational
B) Reinforced
C) Halo effect
D) Masked
A retailer decides to reduce the price of a sport coat that normally costs $98. The
reduction in price is $3. The storeowner believes that the reduction will catch the eye of
the value shopper. If the sport coat does not sell, the retailer might wish to consider
which of the following before making another price change?
A) subliminal perception
B) the figure-ground principle
C) the golden triangle
D) Weber’s law
Sixteen-year-old Michael wanted a car. One evening while his father was paying bills,
Michael looked over his father’s shoulder and saw how much money had been placed in
the checking account. He whistled and said, “I thought you said that you didn’t have
enough money to buy me a used car. In just one month, you could buy me the car I
want.” Michael’s father then gave him a lecture on the differences between income and
what is left after money is spent on utilities, mortgages, insurance premiums, and food.
“Total income,” his father said, “is not the same as ________ income, the source from
which your unnecessary car would have to come.”
A) wealth
B) managed
C) perpetual
D) discretionary
Elements in television commercials have positive and negative effects. Which of the
following characteristics is most likely to have a positive effect?
A) extensive information about components, ingredients, or nutrition
B) an outdoor setting with the message as part of the setting
C) a large number of on-screen characters
D) demonstration of product in use
Which form of reference group influence is most associated with the following
situation? Carl knows that Bert has had experience with various types of motor oils
because Bert is a mechanic for a large Cadillac dealership. Carl asks Bert to compare
his brand against Quaker State. Bert tells Carl that Quaker State can’t be beat for
performance and durability.
A) coercive influence
B) informational influence
C) utilitarian influence
D) value-expressive influence
People across all cultures appear to favor physical features that are associated with
________.
A) intellect
B) wealth
C) youth
D) confidence
Organizing music using Spotify or another similar application enables users to listen to
music virtually anywhere and across multiple devices. This is an example of the
________ determinant of diffusion.
A) relative advantage
B) observability
C) compatibility
D) trialability
Tara was shopping for a new pair of shoes for work. The salesperson was very helpful
and friendly, bringing Tara some styles she hadn’t thought to try on but that she ended
up really liking. Noticing Tara’s University of Wisconsin tee-shirt, the salesperson said
that she was a student there. Tara ended up buying three pairs of shoes rather than the
one pair she had planned on. Tara’s experience shows the effect of ________ on
consumer behavior.
A) salespeople
B) atmospherics
C) retail theming
D) reward power
Romance novels often follow a cultural formula.
The functionally illiterate are a concern to marketers because they ________.
A) depend on brand logos
B) are a protected class
C) tend to live in food deserts
D) participate in social media
Which of the following views on decision making is most closely associated with the
economics of information approach to the search process, assuming that consumers
collect just as much data as needed to make an informed decision?
A) experiential perspective
B) traditional perspective
C) constructive perspective
D) behavioral influence perspective
How can a marketer boost a person’s motivation to process relevant information?
A) using novel stimuli
B) using broadcast media
C) approaching a mass market
D) minimizing competitive scope
Chen Lo used a decision rule that says, “only buy well-known brand names” when
selecting a set of golf clubs. He did not look at price, the store, or even discounts when
purchasing clubs. Chen Lo’s purchasing pattern is an example of a consumer using a
________ rule.
A) habitual decision
B) compensatory
C) noncompensatory
D) conjunctive
Memories of products are often replaced (forgotten) as we learn additional information.
This displacement of information is called ________.
A) the highlighting effect
B) interference
C) decay
D) generalization
Evan was an aggressive, rich, and determined businessman originally from a working
class family. He become wealthier than he had ever imagined by buying and selling
other businesses. Evan seemingly could do anything until he tried a hostile takeover of
an established bank owned by several prestigious families. When his bid failed, Evan
said, “I always knew there was an elite, but up to now I thought I was a part of it.” What
type of capital was Evan lacking?
A) economic
B) cultural
C) psychological
D) sociological
________ focuses on biological needs that produce unpleasant states of arousal.
A) Drive theory
B) Gratification theory
C) Consumerism
D) Role theory
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
Which of the following questions would be LEAST likely to appear on a questionnaire
designed to determine consumer confidence?
A) “Would you say that you and your family are better off or worse off financially than
a year ago?”
B) “Will you be better off or worse off a year from now?”
C) “Are you happy with your employer and job?”
D) “Do you plan to buy a car in the next year?”
________ refers to a consumer’s subjective evaluation of his or her physical self.
A) Looking-glass self
B) Self-concept
C) Ideal self
D) Body image
Why are modern industrialized societies dependent upon perceptions of time?
Define the terms learning and incidental learning.
For modeling behavior to occur during observational learning, four conditions must be
met. What are those conditions? Be specific in your description.
Consumers and the items they consume can take many forms. Give examples of three
different types of consumers and examples of three different types of items they could
consume, including products, services, and ideas.
Why would customers with a moderate knowledge of a product seek more information
than either someone with no information or someone with extensive knowledge?
One of the key characteristics of a source is credibility. What is source credibility and
how can it affect attitude change?
Describe the basic premise of motivational research and how it might be conducted.
Explain the threat of consumer terrorism.
What is the elaboration-likelihood model of persuasion? Describe and discuss its
features. What are the implications of the ELM for marketing promotions?
An important factor in instrumental (operant) conditioning is the set of rules by which
appropriate reinforcements are given for a behavior. The chapter discusses four possible
schedules of reinforcement. Briefly describe each schedule and give a short example.
Be sure to use the proper terminology for each schedule.
Why would Amazon.com create a separate e-commerce site for green products?
How does the relationship between wealth and social class affect the way marketers
segment affluent markets? Are there some consumption situations in which income
alone is a good indicator of consumer behavior?
What qualities does a person feel when in a flow state? Share a personal flow state
experience of your own.
Explain the three distinct stages of gift-giving rituals.
Explain and give a brief example of symbolic self-completion theory.
List the three stages of the perception process and give a brief definition of each.
Under what conditions would a customer resort to cognitive decision-making when
presented with a problem characterized as a need recognition? Give an example.