Recent research on opinion leadership has called into question the traditional view that
there are ________ opinion leaders, whose recommendations people see for all
purchases.
A) heterophilous
B) generalized
C) polymorphic
D) monomorphic
Answer:
Which of the following is not a biological explanation of motivation?
A) Expectancy theory
B) Drive theory
C) Homeostasis process
D) Instinct
Answer:
One element in the muliattribute attitude model is ________.
A) evaluations
B) salient beliefs
C) object-attribute linkage
D) beliefs
Answer:
A coupon-dispensing machine in a grocery aisle and an employee handing out free
samples of a new product are both examples of ________.
A) pretailing
B) retail theming
C) shopping orientations
D) POP stimuli
Answer:
________ describes consumers in terms of their aesthetic and intellectual preferences.
A) A restricted code
B) Taste culture
C) An elaborated code
D) Social culture
Answer:
Much learning takes effort and time, but some learning is so casual as to be
unintentional. This type of learning is referred to as ________ learning.
A) stage one
B) subliminal
C) incidental
D) evoked
Answer:
The shoe company TOMS gives a pair of shoes to a needy child for every pair that it
sells. This is an example of a company which has integrated ________ into its business
model.
A) correction marketing
B) environmental marketing
C) corporate social responsibility
D) ethical marketing requirements
Answer:
Tanya type scans the newspaper ads every day for new information about current
fashion styles and trends, even though she isn’t thinking about buying clothes anytime
soon. Tanya is engaging in a(n) ________ search.
A) pre-purchase
B) ongoing
C) internal
D) delayed
Answer:
Lee-Ann Wang is young and enjoys risky activities such as skydiving, bungee jumping,
and snowboarding. To which of the following VALS2™ groups would Lee-Ann most
likely belong?
A) Thinkers
B) Achievers
C) Strivers
D) Experiencers
Answer:
A nuclear family consists of ________.
A) a mother and at least one child
B) a mother, a father, and at least one child
C) two generations of a family
D) three generations of a family
Answer:
A set of multiple symbolic behaviors that occur in a fixed sequence and tend to be
repeated is called a ________.
A) myth
B) more
C) ritual
D) convention
Answer:
Money available to a household over and above what is required to have a comfortable
standard of living is called ________.
A) real income
B) overtime pay
C) discretionary income
D) average of earnings
Answer:
Marketers use results from AIO surveys to ________.
A) define target markets
B) create a new view of the market
C) position a product
D) all of the above
Answer:
Why is age a common demographic category used in understanding consumer
behavior?
A) Different age groups have different wants and needs.
B) Age is easier to categorize than gender.
C) Generational groups tend to be similar.
D) All of the above.
Answer:
According to Dennis Rook, a key aspect of a ritual is ________.
A) artifacts
B) scripts
C) performance roles
D) all of the above
Answer:
________ perspective is best summarized by the saying “The whole is greater than the
sum of its parts.”
A) Freudian traits analysis
B) Weber’s law
C) Gestalt
D) Kansei
Answer:
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 of benefit of the product
B) employs a sexual symbol or suggestion
C) provides specific price information
D) features a credible spokesperson
Answer:
________ is the process by which the consumer surveys his or her environment for
appropriate data to make a reasonable decision.
A) Problem recognition
B) Evaluation of alternatives
C) Constructive perspective
D) Behavioral influence perspective
Answer:
According to a survey, with respect to disposing of products, about two out of three
people indicate that they could be classified as ________.
A) pack rats
B) selective savers
C) excessive disposers
D) compulsive recyclers
Answer:
A sales manager pays a bonus to new trainees when they develop a good sales
prospectus. Later, after the trainees have completed two months of training, the
manager pays a bonus only for an actual sale. Which of the following is the manager
using to improve the productivity of sales trainees?
A) Shaping
B) Modeling
C) Negative reinforcement
D) Variable-ratio reinforcement
Answer:
Many of the props and settings consumers use to define their social roles become part
of themselves. For example, one of Mary Bennett’s last requests was that when she
died, she wanted to be buried in her favorite dress. This situation illustrates ________.
A) real self
B) ideal self
C) extended self
D) looking-glass self
Answer:
When we ________ products, we evaluate them using schemas we typically apply to
classify people.
A) prime
B) filter
C) imprint
D) anthropomorphize
Answer:
The Berry and Dale advertising agency has proposed a new campaign for Bayer aspirin
to overcome the public’s tendency to “tune out” Bayer commercials. The proposed
technique involves creating ten different 15-second spots that all demonstrate reasons
for using Bayer aspirin. Which theory of message communication is the agency trying
to use for in its proposal for Bayer aspirin?
A) The trait-factor theory
B) The balanced communication theory
C) The two-factory theory
D) The theory of reasoned action
Answer:
Wedding rice, birthday candles, and diplomas are considered ________.
A) ritual script
B) ritual artifacts
C) potlatch
D) norms
Answer:
Features actually used to differentiate among choices are called ________ attributes.
A) evaluation
B) search
C) determinant
D) segmentation
Answer:
Chen Lo uses a decision rule that says “Only buy well-known brand names” when
selecting a set of golf clubs. He does 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
________.
A) habit decision rule
B) compensatory rule
C) noncompensatory rule
D) conjunctive rule
Answer:
A shortcut to making a decision is called inertia.
Answer:
A religious person who has taken a vow of celibacy would not necessarily agree that
physiological needs must be satisfied before self-actualization needs are addressed.
What does this example say about Maslow’s hierarchy of needs?
A) The theory is wrong.
B) The theory is accurate for higher needs, but doesn’t seem to account well for more
basic needs.
C) The hierarchy is often culture-bound.
D) Psychogenic needs overwhelm biogenic needs.
Answer:
Scams where people receive fraudulent emails that ask them to supply account
information are called ________.
A) spam
B) phishing
C) junk mail
D) fraud
Answer:
Both Eastern and Western cultures see the self as divided into a(n) ________.
A) single, group, and dynamic self
B) single, extended, and group self
C) relational, occupational, and religious self
D) inner, private self, and an outer, public self
Answer: