Excitation transfer theory of emotion states that people often look for several causes for
their arousal.
a. True
b. False
Reading the movie listing off a theatre’s web site and trying to decide what movie to see
is an example of:
a. stimulus-based choice
b. memory-based choice
c. mixed choice
d. normative choice
e. heuristic choice
The four main factors influencing market segmentation strategy are customer
preference heterogeneity, the salesÂ
cost trade-off, the majority fallacy, and psychographies.
a. True
b. False
With information integration theory, adding attributes guarantees higher overall
attitudes.
a. True
b. False
Attitudes that serve the help people approach pleasure and avoid pain quickly and
efficiently.
a. value-expressive function
b. ego-defensive function
c. knowledge function
d. adjustment function
e. regulatory focus function
Sponsorship is the least invasive form of product placement.
a. True
b. False
Purchases like engagement rings, new cars, and houses involve consumer decision
making.
a. intermediate problem solving
b. routine choice
c. variety seeking problem solving
d. extensive problem solving
e.neutral decision making
According to your featured reading on measuring attitudes and beliefs, what kind of
question is the following? “I like spicy salsa.”
Disagree 1 2 3 4 5 6 Agree
a. Likert scale question measuring an attitude
b. Likert scale question measuring a belief
c. Open-ended question measuring an attitude
d. Semantic differential question measuring a belief
e. Semantic differential question measuring an attitude
“Movers and Shakers,” “City Roots,” and ”Domestic Duos” are:
a. psychographic profiles of urban consumers
b. groups in the PRIZM system
c. segments in the V ALS system
d. types of positioning strategies
e. None of the above are correct.
In an experiment, the independent variable is the , and the dependent variable is the
______.
a. statistic; control
b. cause; effect
c. effect; cause
d. control; statistic
e. cause; control
____ occurs when a cognitive activity performed at time I influences a cognitive
activity at time 2 to be performed in the same way.
a. Mindset priming effect
b. Distraction effect
c. Procedural priming effect
d. Contrast effect
e. Thin slice effect
What type of correlation is shown in this graph?
a. An illusory correlation
b. A positive correlation
c. A negative correlation
d. A zero correlation
e. A confounding correlation
Attitude function theory defmes four main attitude functions, including the knowledge
function, the value-expressive function, the affiliation function, and the ego-defensive
function.
a. True
b. False
The theory of reasoned action suggests that beliefs are combined additively to form
attitudes.
a. True
b. False
Market aggregation strategies ignore differences among different groups of consumers.
a. True
b. False
Emotional messages are most effective when consumers are unlikely to think carefully.
a. True
b. False
Consider the equation presented in your readings for the theory of reasoned action: A7
be. In this equation, what does the term b refer to?
a. The belief that the product has a given attribute
b. The basic attitude
c. The evaluation of each attribute
d. The importance weight of each attribute
e. None of the above is correct.
Descriptive beliefs are based on direct experience with a product or what we directly
see, hear, or experience.
a. True
b. False
Jean works at Cedar Point Amusement Park. Her job is to help design how the
concession stands are laid out in the park and to help decide how the exterior of the
stands should look. She is currently designing a new candy stand. In order to help her
make design decisions, she spends several days observing people walking around the
park and she stops many of them and asks them questions about how they choose where
to eat in the park and what they look for in a food stand. Jean is engaged in:
a. secondary data collection
b. experimentation
c. projective technique data collection
d. focus group data collection
e. primary data collection
______ include a consumer’s overt decisions and actions during purchase, use, and
disposal activities.
a. Behavioral responses
b. Mental responses
c. Cognitive responses
d. Emotional responses
e. Social responses
Use of a risk-free return policy to build tmst and to assure consumers that its products
are of high quality would be an effective way to sell an experience good for an e-tailer.
a. True
b. False
Traditional mass marketing uses tools like television, radio, newspapers and magazines
to deliver a(n) ______ message to consumers about product benefits.
a. one-way
b. two-way
c. bilateral
d. customized
e. interactive
Which age cohort in the United States was born between 1946 and 1964?
a. Pre-depression generation
b. Depression generation
c. Baby boomers
d. Generation Z
Viral marketing has been declared unethical by the Word-of-Mouth Marketing
Association.
a. True
b. False