Which type of conditioning requires that consumers first engage in a deliberate
behavior (i.e., trying the product) and come to understand its power in predicting
positive outcomes that serve as reinforcement?
A. classical conditioning
B. operant conditioning
C. iconic conditioning
D. vicarious conditioning
E. reinforced conditioning
In which type of indirect measurement approach to measuring the relative importance
of consumers’ evaluative criteria are consumers presented with several descriptions of
alternatives and asked to rank all of them in terms of his or her preference for those
combinations of features?
A. perceptual mapping
B. regression analysis
C. factor analysis
D. conjoint analysis
E. cluster analysis
_____ is an individual’s characteristic response tendencies across similar situations.
A. Motivation
B. Emotion
C. Empathy
D. Personality
E. Involvement
Relative importance of a problem is determined by which of the following?
A. how critical the problem is to the maintenance of the consumer’s desired lifestyle
B. how critical the problem is to others
C. the magnitude of the discrepancy between the desired and actual states
D. the magnitude of the discrepancy between the actual self-concept and the ideal
self-concept
E. the level of risk associated with the decision process
Which of the following is NOT a major issue marketers must deal with concerning the
Internet’s role in information search and decision making?
A. How can they get more consumers to use the Internet instead of seeking information
from salespeople?
B. How can they drive their information to consumers?
C. How can they drive consumers to their information?
D. How (if at all) can online selling be utilized or integrated with existing channels?
E. all of the above are major issues marketers must deal with
The probability of a consumer experiencing postpurchase dissonance, as well as the
magnitude of such dissonance, is a function of which of the following?
A. The degree of commitment or irrevocability of the decision.
B. The importance of the decision to the consumer.
C. The difficulty of choosing among the alternatives.
D. The individual’s tendency to experience anxiety.
E. all of the above
A retailer being temporarily out of a particular brand is called _____.
A. whiteouts
B. blackouts
C. stockouts
D. shortage
E. shrinkage
Which type of test enables the marketer to evaluate the functional characteristics of the
product and to determine if an advantage over a particular competitor has been obtained
without the contaminating, or halo, effects of the brand name or the firm’s reputation?
A. surrogate tests
B. generic tests
C. blind tests
D. primary tests
E. perceptual tests
Thomas is aware of several different brands of electric shavers, but he is only
considering seriously three different brands. These three brands that Thomas is
evaluating represent his _____.
A. evoked set
B. evaluative criteria
C. alternative set
D. preferred set
E. awareness set
Which type of participants in social media tend to be older, are online but don’t
participate in social media
A. Creators
B. Critics
C. Joiners
D. Spectators
E. Inactives
Which of the following is NOT an action a consumer may utilize to reduce dissonance?
A. Increase the desirability of the brand purchased.
B. Decrease the desirability of rejected alternatives.
C. Decrease the importance of the purchase decision.
D. Reverse the purchase decision (return the product before use).
E. Increase the importance of alternatives that were not considered in the purchase
initially.
Which of the following is NOT a component of firmographics?
A. company size
B. reference groups
C. company objective
D. company location
E. all of the above are components
The _____ flow of communication involves opinion leaders for a particular product
area who actively seek relevant information from the mass media as well as other
sources. These opinion leaders process this information and transmit their
interpretations of it to some members of their groups, and these group members also
receive information from the mass media and other members who are not opinion
leaders as well.
A. direct
B. two-step
C. multistep
D. dispersion
E. inoculation
Which indirect measurement techniques used to determine consumers’ evaluative
criteria allow the respondent to indicate the criteria someone else might use?
A. tangible
B. intangible
C. projective techniques
D. perceptual mapping
E. conjoint analysis
Which religion heavily influences the Hispanic culture?
A. Protestantism
B. Buddhism
C. Islam
D. Judaism
E. Roman Catholicism
How many PRIZM segments are there?
A. 8
B. 10
C. 38
D. 54
E. 66
Which of the following statements is true regarding moods?
A. Moods are relatively stable states that are tied to a specific event or object.
B. Moods affect the consumption process, but they are not affected by the consumption
process.
C. Positive moods have not been shown to affect shopping behavior.
D. Consumers do not actively try to manage their mood states.
E. Ad and brand attitudes are often influenced in a mood-congruent manner.