The story goes that George Washington (as a small child) cut down his father’s cherry
tree with a hatchet. When asked who might have committed this act (even though
young Washington was afraid of punishment for the act), George replied, “I cannot tell
a lie; I cut down the cherry tree.” This story has taken on mythical proportions in the
United States. Which of the following functions does this myth best match?
A) metaphysical
B) cosmological
C) psychological
D) anthropological
Despite improvements to the Fishbein model, all of the following are considered
obstacles to predicting behavior using this model EXCEPT which one?
A) The model has relatively weak theorems about attitudes.
B) The model deals with actual behavior, not with the outcomes of behavior.
C) Some behavioral outcomes are beyond the consumer’s control.
D) Measures of attitude often do not correspond to the behavior they are supposed to
predict.
Consumers’ beliefs about what the future holds are an indicator of ________.
A) consumer confidence
B) optimism
C) price sensitivity
D) behavioral economics
Phillipe is a member of a small Harley-Davidson motorcycle club that meets 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 to buy for his wife.
A) comparative
B) normative
C) coercive power
D) legitimate power
In a Freudian interpretation, which of the following is most closely associated with the
pleasure principle?
A) the id
B) the ego
C) the superego
D) the anti-ego
When a product serves as a link to the user’s past or past self, the user is said to have
a(n) ________ type of relationship with the product.
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love
A marketing study found that respondents believed that a dark-haired model would be
more effective in selling gold jewelry than a blond-haired model would be if the
dark-haired model was not perceived to be ethnic. What two ideas of using celebrities
as communication sources are most likely to be at work here?
A) Celebrities should be attractive, but not too attractive.
B) The celebrity’s image should match that of the product, and blond-haired models are
too common for the exclusive image of gold.
C) The celebrity’s image should match that of the product and should embody cultural
meaning.
D) The celebrity’s image should embody cultural meanings that contrast with the
product’s cultural stereotypic image.
Manuel still remembers the impact of his first college class in the United States. As a
new immigrant, he was sincere in his desire to learn about the American culture that he
had chosen to adopt. His college professor taught Manuel about the ways of the U.S.
culture. In doing so, the professor was acting as a(n) ________.
A) cohort
B) acculturation agent
C) guidance agent
D) ethnographer
One of the most important in-store factors is the salesperson. This influence can be
understood in terms of ________ theory, which stresses that each participant gives
something to the other and hopes to receive something in return.
A) gestalt
B) exchange
C) gemba
D) satisfaction/dissatisfaction
Most messages merely present one or more positive attributes about a product or
reasons to buy it. Which of the following best describes this approach to
communicating a message?
A) supportive arguments
B) countervailing arguments
C) refutational arguments
D) direct arguments
All consumers carry schemata in their minds when they enter the marketplace.
According to the principles of perceptual vigilance and defense, a marketer should be
careful to create a promotion for the new product that ________.
A) conforms to the customers’ schemata
B) violates the customers’ schemata
C) requires that customers defend their current views about the product category
D) is simple and easy to understand
Which of the following distinguishes Asian Americans from other subcultures in the
United States?
A) Asian Americans constitute the largest subculture in the United States.
B) Asian Americans are the best educated of any ethnic subculture in the United States.
C) Asian Americans have the distinction of having a common language that acts as a
unifying cultural agent.
D) Asian American households are larger than most other ethnic households in
America.
The perception of time is different in different cultures. It would likely be most
accepted for employees to be paid by the hour in a culture with which of the following
perceptions of time?
A) river
B) map
C) pressure cooker
D) mirror
In a thought process called ________, we evaluate the effort we’ll need to make a
particular choice and then we tailor the amount of cognitive “effort” we expend to make
that choice.
A) utility processing
B) experiential processing
C) constructive processing
D) behavioral processing
The day reconstruction method requires a respondent to ________.
A) dispose of any unused product during a specified period of time
B) keep a record of everything he or she recycled during the month
C) try to remember what he or she did a month ago on the same day of the week
D) keep a diary of everything he or she did during the day
________ is the conscious designing of retail space and its various dimensions to evoke
certain effects in buyers.
A) Pretailing
B) Atmospherics
C) Market-landscaping
D) Store image
________ occurs when a stimulus is below the level of an individual’s awareness.
A) Absolute threshold
B) Differential threshold
C) Subliminal perception
D) Perceptual selection
Melissa knows that when she goes to the dentist she must make an appointment, show
up on time, bring proof of insurance, and have her teeth cleaned before any other dental
services will be performed. With respect to her visit to the dentist, Melissa has learned a
schema known as a(n) ________.
A) service script
B) evoked set
C) proposition
D) elaborative rehearsal
According to a major study of more than 1,000 commercials, the single most important
factor in whether a commercial will be persuasive is whether the communication
________.
A) stresses a unique attribute or benefit of the product
B) employs a sexual symbol or suggestion
C) provides specific price information
D) features a credible spokesperson
The phenomenon called ________ refers to the creation of artificial divisions in a
society.
A) reference group affiliation
B) ascribed status
C) mass class
D) social stratification
According to the ________ hierarchy, the consumer considers purchases based on an
attitude of hedonic consumption (such as how the product makes him or her feel or the
fun its use will provide).
A) experiential
B) habitual
C) low-involvement
D) standard learning
Some theorists have proposed a model that focuses on studying consumer goals as a
way to explore attitude formation. According to this model, what consumers believe
they have to do to attain their goals would also be part of any evaluation of attitudes.
Which of the following theories would be most closely linked to the statements above?
A) theory of reasoned action
B) theory of trying
C) theory of direct response
D) rejection theory
When a product elicits emotional bonds of warmth and affection, the user is said to
have a(n) ________ type of relationship with the product.
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love
A special ritual marking a person’s change in social status is called a ________.
A) convention
B) sacralization
C) cycle
D) rite of passage
Casinos make their interiors very plush and expensive looking, knowing that gamblers
who would be reluctant to make a $10 bet in average surroundings would gladly make
$100 wagers in luxurious surroundings. Which of the following best explains the
gamblers’ behavior?
A) Mental accounting emphasizes the extraneous characteristics of the choice
environment even if the results are not rational.
B) Most people are unaware of the true risk of making certain decisions and believe that
a larger wager has higher odds of winning.
C) The luxurious surroundings increase the probability of classical conditioning through
mere exposure, which results in behavior that is not rational.
D) The functional risk of gambling is decreased in luxurious surroundings, leading
gamblers to wager more.
We explicitly decide on ________ norms, such as the rule that a green traffic light
means “go” and a red one means “stop.”
A) crescive
B) enacted
C) reciprocal
D) ritualized
With respect to the acculturation process, what is the relationship between maintenance
and segregation?
A) People who belong to the dominant culture attempt to maintain their cultural
superiority by isolating the subcultural values of new immigrants and physically
segregating members of new subcultures into separate groups.
B) New immigrants often attempt to maintain their old cultural background by
segregating themselves, living and shopping in physically separated areas from the
main culture.
C) Members of a subculture who have been in a larger culture for a long period of time
maintain their alliance to the new culture by segregating themselves from new
immigrants.
D) The relationship is subtle. There is a constant battle between new immigrants
attempting to maintain their new identity and language and the dominant culture
applying pressure to segregate new immigrants, thus separating them from the new
culture.
Jamie is considering ordering a dessert for lunch. Before she decides on the kind she
prefers, she must decide whether to get a fattening or nonfattening dessert. This
decision relates to which of the following levels of abstraction of dessert categories?
A) superordinate level
B) ordinate level
C) subordinate level
D) basic level
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
Which dimension of psychological time includes the categorization of “time for me”?
A) temporal orientation dimension
B) planning orientation dimension
C) social dimension
D) polychronic dimension
Why is demand for green products on the decline?
Discuss the positive and negative consequences of today’s culture of participation that is
enabled by social media platforms.
Why does a typical casino have low ceilings, no windows, no clocks, and no straight
aisles?
Define the self-concept and discuss the dimensions that can be used to describe the
attributes of the self-concept.
For this question, let’s assume that being physically attractive is an asset. Use the
principle of hierogamy to explain how assets can be utilized to advance social class.
Describe the Hispanic-American ethnic subcultural group, demographically and by
lifestyle, noting important consumer characteristics.
At a business meeting, a consultant states that “perception is reality, because a customer
never works with the actual product, but only with his or her perception of that
product.” In a university lab, researchers determine that when a rat is looking at a
brightly colored rectangle, a close inspection of the rat’s optic nerves (that connect the
eyes to the cortex) show no visible change from when the rat is looking at a green
circle; however, electrodes placed in the nerve show a different pattern of transmitted
codes. How are these two events related, and what does this relationship tell us about
perception?
A professor came to class dressed in a formal shirt and tie. He stated that he would like
to explain the concept of self. He took off his tie and shirt. Underneath he had on a
t-shirt with a picture of a handsome tennis player on the front. Then the professor turned
around to show a picture of a cartoon clown on the back. “All of these are who I am,”
he said. What point was the professor trying to make and what did his choice of varying
dress forms and associated iconic symbols most likely represent?
Compare and contrast the uses of the emotional appeals of sex, humor, and fear in
advertising. What are the strengths and weaknesses of each?
Demonstrate how a marketer could use neuromarketingto advance the cause of his
product. You may use any example you choose for your demonstration.
Compare and contrast the trickle-down, trickle-up, and trickle-across theories.
Jason heard an old but familiar song that reminded him about a summer in Austria when
he was in college. As he thought more about his summer of the past, a flood of
memories came rushing back. Describe what was happening to Jason in terms of
memory markers. What specific term is used to describe the process whereby his
memories came flooding back?
Explain how the relationship between England’s class structure and consumption has
recently begun to change.
Explain the concept of narrative transportation and provide an example of a time from
your own life that this state was triggered by an ad.