Employees should be encouraged to Tweet without guidelines or monitoring for
compliance so they feel free to express themselves.
Answer:
Most marketers prefer to target consumer segments that are relatively stable in terms of
demographic and psychological factors and that have needs that are likely to grow
larger over time.
Answer:
One of the weaknesses of the innovation adoption process framework is it does not
adequately provide for the possibility of evaluation and rejection of a new product or
service after each stage.
Answer:
The choice of how many different social classes to use depends on the amount of detail
that the researcher believes is necessary to explain adequately the attitudes or behavior
under study.
Answer:
Gifting behavior includes gifts we give because we want to and gifts we give out of
obligation.
Answer:
It is essential that a product be part of a consumer’s evoked set if it is to be considered at
all.
Answer:
All consumer decision-making situations require the same degree of information search.
Answer:
When marketers single-out a particular subculture that they wish to target, they must
often modify the product to better meet the needs of the targeted consumers and also
change the marketing message to suit the subculture’s values and tastes.
Answer:
People tend to experience the numerous stimuli they select from the environment as
separate and discrete sensations.
Answer:
Regional differences in consumption behavior are especially clear when it comes to
food and drink, but rarely appear as brand preferences.
Answer:
MADD is an example of a shopping group.
Answer:
Social class is commonly computed as a weighted index of age, income, and education.
Answer:
When the Kaplan Bar Review course tells prospective law students they can “conquer
the bar” or achieve a goal by taking the Kaplan course, they are trying to trigger a
product-specific goal.
Answer:
Ricky had a positive experience when she tried the new cell phone from a well-known
cell phone manufacturer, so she decides to regularly use the new cell phone. She is
currently in the adoption stage of the innovation adoption process.
Answer:
The purpose of recognition and recall tests is to determine whether consumers
remember seeing an ad and the extent to which they have read it and can recall its
content.
Answer:
Customer satisfaction is a function of customer expectations.
Answer:
Completed messages or tasks are better remembered than those that are incomplete.
Answer:
The sixth step in the positioning process is to create a positioning statement focused on
the benefits and value that the product provides and use it to communicate with the
target audiences.
Answer:
According to Freud, the superego acts to restrain or inhibit the impulsive forces of the
id.
Answer:
Consumers belonging to the VALS segment called Believers is motivated by desire for
achievement and have moderate resources, so they are trendy and seek approval from
others.
Answer:
We learn cultural norms and customs mostly from family and peers and begin to
understand that some behaviors are appropriate and others not at a very young age.
Answer:
Reference pricing coupled with limited-time availability (e.g. regularly $599, now $359
and on sale, three days only) produces more favorable price and store perceptions than
each technique used alone.
Answer:
Inertia brand loyalty includes no consistent purchase of a given brand, in spite of strong
attachment to it.
Answer:
In one type of perceptual defense, individuals sometimes unconsciously distort
information that is not consistent with their needs, values, and beliefs.
Answer:
Consumer learning is a process that continually evolves and changes as a result of
newly acquired knowledge or from actual experience.
Answer:
When consumers encounter prices that are in line with their expectations and feel
harmonious, they engage in dissonance reduction.
Answer:
People are most likely to take the time to respond to surveys if the questionnaires are
interesting, objective, unambiguous, and easy to complete.
Answer:
Purchase behavior and post purchase evaluation are elements of the input stage of the
consumer decision-making model.
Answer:
When a specific standard no longer satisfies the members of a society, it is modified or
replaced.
Answer:
Focus groups and depth interviews are quantitative research methods.
Answer:
Ritualized behavior is typically rather formal, often scripted behavior, and is likely to
occur repeatedly over time.
Answer:
Generally, it is easier to obtain immediate feedback from interpersonal communications
than impersonal communications.
Answer:
The smaller the similarity between nations, the more feasible it is to use relatively
similar marketing strategies in each nation.
Answer:
Sophisticated marketers today practice selective relationship building, which can lead to
companies rejecting or firing certain types of consumers.
Answer:
There is a strong positive relationship between health and economic status.
Answer:
Increases in the divorce rate and the number of out-of-wedlock births, and the decline in
the number of extended families has resulted in an increase in the percentage of
families that progress through the traditional family life cycle.
Answer:
Negative disconfirmation of expectations involves the performance of a product
exceeding the consumer’s expectations, leading to consumer satisfaction.
Answer:
In the Thematic Apperception Test, respondents are presented with words, one at a time,
and asked to say the first word that comes to mind.
Answer:
Consumers in different social classes tend to vary in terms of values, product
preferences, and buying habits.
Answer:
A consumer is most likely to use ________ when buying an expensive, important, or
technically complicated product or service for the first time.
A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior
Answer:
Gino’s Italian Bistro offers all patrons a free after-dinner drink. This is an example of a
________ reward schedule.
A) systematic
B) variable ratio
C) random
D) fixed ratio
E) continuous
Answer:
GIFT MINI CASE: Winston needs to buy his girlfriend, Vanessa, a gift for her birthday.
He knows she will expect the “perfect” gift. He feels like boyfriends are “supposed” to
get their girlfriends jewelry or perfume. His older sister recommends a necklace or
earrings. While he’s at the jewelry store, he also buys a watch for himself, rationalizing
that he hardly ever buys stuff for himself and he “deserves it.”
In the GIFT MINI CASE, when Winston gives Vanessa a gift for her birthday, this is
known as ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting
Answer:
According to the ________, to understand consumers’ intentions we also need to
measure the subjective norms that influence an individual’s intention to act.
A) theory-of-reasoned-action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model
Answer:
According to the attitude-toward-object model, the consumer’s attitude toward a product
is a function of ________.
A) price
B) communication messages the consumer receives
C) the presence or absence of certain product-specific beliefs or attitudes
D) the consumer’s intention to behave in a certain way
E) consumers’ subjective norms
Answer:
In 2009, the Axe brand launched a line of hair care products to complement its existing
assortment of body washes and deodorants, hoping to leverage the Axe brand equity to
expand into a new category of men’s personal care products. This is an example of a
manufacturer taking advantage of ________.
A) physical appearances
B) perceptual blocking
C) the halo effect
D) the persistence of first impressions
E) perceptual defense
Answer:
There are four possible global marketing strategies, one of which is a global strategy,
which involves offering ________.
A) a standardized product and a customized message
B) a standardized product and a standardized message
C) a customized pricing strategy and a standardized message
D) a customized product and a standardized message
E) a customized product and a customized message
Answer:
Vacuum cleaner manufacturers should conduct research on children who perform
housekeeping chores by themselves in their roles as ________.
A) buyers
B) maintainers
C) deciders
D) preparers
E) gatekeepers
Answer:
A ________ is the selection of an option from two or more alternative choices.
A) mood
B) decision
C) gift
D) consumer model
E) Hobson’s choice
Answer:
________ increase(s) the likelihood that a specific response will occur in the future as
the result of particular cues or stimuli.
A) Feedback
B) Cues
C) Response
D) Motivation
E) Reinforcement
Answer:
When the government of a country attempts to attract businesses by buying several
pages in a well-respected news magazine and fills them with what appears to be a news
article on the strength of the country’s economy, the stability of its government, and the
business-friendly nature of its legislation, this is an example of ________.
A) broadcast media
B) an advertorial
C) buzz marketing
D) product placement
E) an infomercial
Answer:
When consumers use online sites to compare models and brands of products and click
for more technical information, companies gain information about ________.
A) competitors’ prices
B) product attributes that consumers consider the most important
C) buying patterns
D) market research
E) self-reported data
Answer:
________ parents are very nurturing but very restrictive in respect to consumer
socialization.
A) Rigid
B) Indulgent
C) Neglecting
D) Authoritative
E) Authoritarian
Answer:
In the VALS typology, ________ are motivated by ideals and tend to have low
resources. They are generally slow to change as well as technology averse, and tend to
prefer familiar products and established brands.
A) Innovators
B) Believers
C) Thinkers
D) Strivers
E) Experiencers
Answer:
Some TV ads change sensory input by using silence or louder sounds in their ads to
generate attention. This is a form of advertising used in order to overcome ________.
A) sensation
B) preference for competitive advertisements
C) sensory adaptation
D) the just noticeable difference
E) perceptual blocking
Answer:
________ is the measure of number of visitors to the website that have accessed the
website’s content.
A) Unique visitors
B) Cost per unique visitor
C) Return visits
D) Time spent
E) Page views
Answer:
The New York Times’ positioning as “All the news that’s fit to print” is an example of
________.
A) premier position
B) positioning against competition
C) umbrella positioning
D) key attribute positioning
E) un-owned perception positioning
Answer:
The societal marketing concept advocates a ________.
A) long-term perspective
B) short-term perspective
C) medium-term perspective
D) 6-month outlook
E) 12-month outlook
Answer:
What is the most effective way to make sure a promotional message stands out and is
received and decoded appropriately by the target audience?
A) Repeat the ad several times.
B) Use contrast in communications.
C) Customize messages to customers with digital technologies.
D) Use effective positioning and offer a unique value proposition.
E) Use a sexual appeal.
Answer:
Examples of dishonest consumer behavior include ________.
A) software piracy
B) returning items after they are used
C) returning stolen merchandise
D) staying with friends after a cancelled flight and presenting the airline with a bill
from an expensive hotel
E) all of the above
Answer:
Within a cultural context, advertising has the expanded mission of ________.
A) generating new consumer needs
B) acculturating the young
C) enhancing consumer awareness of the needs of others
D) replacing the family as the primary vehicle for consumer socialization
E) aiding in the dissemination of new tastes, habits, and customs
Answer:
In the consumer decision-making process, the ________ stage focuses on how
consumers make decisions.
A) analysis
B) evaluation
C) input
D) process
E) output
Answer:
Jonas knows the tagline from the local oil change vendor, which is frequently
advertised on the radio station he listens to. However, Jonas does not have a car and is
not interested in oil changes. His awareness of the tagline was most likely due to
________.
A) intentional learning
B) incidental learning
C) cognitive learning
D) negative reinforcement
E) punishment
Answer:
MP3 MINI CASE: Judy wants a new MP3 player so she can listen to music while she
runs. She currently runs with a CD player, but is irritated with the frequency with which
it skips and the limited amount of music that can be stored on a CD. After reviewing
several consumer reviews on various tech websites, she identifies 5 different MP3
player models that might meet her needs. She decides that she needs at least 20
gigabytes of data storage on her player, and eliminates all options with fewer than 20
GB. There are now 3 models remaining. She then decides that she will only accept
players with at least 15 hours of battery life. She is now considering only 2 players.
Player A is heavier, but has a longer battery life. Player B is lighter, but has a shorter
battery life. Judy chooses Player A because she believes that the longer battery life
more than compensates for the additional weight.
In the MP3 MINI CASE, Judy narrows her options from 5 to 3 player models based on
a(n) ________.
A) compensatory decision rule
B) affect referral decision rule
C) lexicographic decision rule
D) disjunctive decision rule
E) conjunctive decision rule
Answer:
The concept of freedom in a consumer behavior sense relates to which of the
following?
A) freedom of speech
B) freedom of press
C) freedom of worship
D) freedom of choice
E) freedom of movement
Answer:
JUICE MINI CASE: Fruit Fusions is a well-known producer of organic fruit blended
yogurts. It recently decided to start producing fruit juices under the Fruit Fusions name
as well. The company’s research determined that there was a potential niche market for
organic fruit juices packaged in small single servings and sold as an alternative to
canned soft drinks typically consumed during lunch. In trying to price the new line of
drinks, Fruit Fusions asked consumers what they thought other drinks of a comparable
quality cost, and what they considered to be a fair price for this kind of drink. With the
slogan “Nothing this good comes in a can,” the juice line’s print ads feature a brightly
colored bottle of juice on a completely white background and are placed in magazines
specializing in health and wellness.
In the JUICE MINI CASE, Fruit Fusions places its advertisements in magazines
focused on health and wellness under the assumption that people reading such
magazines are interested in health foods and are more likely to seek out information
about Fruit Fusions from the advertisements than consumers reading a magazine
focused on news and entertainment. This phenomenon is known as ________.
A) selective exposure
B) perceptual defense
C) selective organization
D) the contrast effect
E) perceptual blocking
Answer:
The objective of understanding cross-cultural differences is to ________.
A) develop effective targeted marketing strategies to use in each foreign market of
interest
B) be informed as good citizens
C) fulfill a societal marketing aspect
D) be considered a global company
E) fulfill their social responsibilities
Answer:
Chris does not have the money to indulge her children’s requests. She is very price and
value conscious. She views her life negatively. When characterizing mothers’
socialization-related attitudes, Chris would be categorized as a ________.
A) Struggler
B) Nurturer
C) Protector
D) Balancer
E) Stoic
Answer:
Under ________, the consumer can be viewed as an information seeker who uses
logical and perceptual relations among events, along with his or her own
preconceptions, to form a sophisticated representation of the world.
A) negative reinforcement
B) the unconditioned response framework
C) advertising awareness
D) cognitive associative learning
E) stimulus discrimination
Answer:
________, which consists of a brand’s trustworthiness and expertise, improves the
chances that the brand will be included in the consideration set.
A) Brand personality
B) Brand risk
C) Brand effort
D) Brand credibility
E) Brand attractiveness
Answer:
The proportion of non-Hispanic/Caucasian whites in the U.S. population is projected to
________ over the next several decades.
A) increase
B) decrease
C) diffuse
D) remain at same level
E) dramatically rise
Answer:
Attitudes that develop through ________ tend to be more confidently held, more
enduring, and more resistant to attack than those developed via ________.
A) direct experience; indirect experience
B) internal attribution; external attribution
C) utilitarian function; knowledge function
D) cognition; emotions
E) direct marketing; niche marketing
Answer:
If Daisy is driving and a radio advertisement alerts her, through a specifically targeted
ad based on her location, that a McDonald’s restaurant is two exits down next to the
highway, the advertiser is likely using the ________ from her car to identify her
position.
A) RFID
B) UPC
C) cookie
D) GPS
E) EZ Pass
Answer:
Reinforcement performed before the desired consumer behavior actually takes place is
called ________.
A) positioning
B) licensing
C) preemptive reward
D) shaping
E) passive learning
Answer:
Define consumer behavior. What is the scope of consumer behavior?
Answer:
In a sense, cross-cultural acculturation is a dual process for marketers. How does this
dual process work? Give an example.
Answer:
What steps are involved in the positioning process?
Answer:
Define Weber’s law in the context of the differential threshold and cite an example of
Weber’s law in practice.
Answer:
When and why do marketers use massed or distributed learning schedules?
Answer:
Briefly describe how individuals analyze self-attributions and provide an example.
Answer:
What did Karen Horney, a neo-Freudian theorist, propose with respect to personality?
Answer:
Differentiate between the three components of the tricomponent attitude model.
Answer:
How do the lower classes and upper classes differ in terms of saving, spending and
credit?
Answer:
How is one’s influence measured on Twitter?
Answer:
What is puffery? Provide an example.
Answer:
Identify and describe each of the five adopter categories.
Answer: