Scott thought of himself as a very successful marketer. He created a campaign with a
product logo that was very popular and that customers associated with a quality
product. It was so popular that, in a few months, the logo began to appear almost
everywhere. Instead of increasing sales of the product, the customer demand began to
decrease as the competitor’s product became more successful. What characteristic of
learning was ruining Scott’s apparent success?
a. Too much repetition was decreasing the strength of the CS, thus leading to extinction
of the learned relationship between the logo and the quality of the product.
b. Customers confused Scott’s logo with the logo of Scott’s competitor, thus cognitive
learning was incomplete and Scott lost customers.
c. The logo produced only a fixed-ratio schedule of reinforcement that did not sustain
sales, while Scott’s competitor used a variable-ratio schedule.
d. Scott never provided any positive reinforcement for purchasing his product and thus
customers became disinterested in the logo.
Answer:
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
gambler’s behaviour?
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 therefore
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 behaviour that is not rational.
d. The functional risk of gambling is decreased in luxurious surroundings leading
gamblers to wager more.
Answer:
Katie worked for an advertising agency. Her job was to computer enhance photos for
magazine ads. She knew that she would always make the face of the model more
attractive if she ________.
a. added more hair to the model.
b. created at least one flaw on the face so the model wouldn’t be perfect.
c. made the face more symmetrical.
d. made the skin tone lighter.
Answer:
Craig Spencer was a popular weatherman in the largest media outlet in a medium-sized
market. He was known for giving accurate forecasts with detailed scientific precision in
a no-nonsense manner. According to the match-up hypothesis, for which of the
following products would Craig be best suited as a celebrity endorser?
a. A home weather station promoted by a slightly confused weatherman who makes lots
of mistakes until corrected by the home station.
b. A public service promotion countering negative feelings about minorities.
c. A computer program designed to help elementary school children learn science.
d. An anti-smoking advertisement that illustrates the symptoms of emphysema.
Answer:
Public hearings are being held to discuss whether a new nuclear power plant should be
built. An expert on nuclear plants testifies that modern safeguards make the plant secure
from dangerous accidents. A local woman speaks and states that she knows nothing
about nuclear power, but the idea of having a plant close by frightens her and her
children. Which of the two parties has the most immediate ability to change attitudes of
the audience? What will happen over time?
a. The expert will have the most ability to change attitudes and his influence will be
maintained even weeks later.
b. The expert will have the most ability to change attitudes, but his influence will
decrease over time as the woman’s argument gains in force.
c. Because the local woman is most like the other people in the meeting, her opinion
will have the most immediate influence, but over time the expert’s opinion will gain in
force.
d. The woman’s opinion will be more likely to influence the audience initially, and her
influence will extend into the future.
Answer:
Online shopping does not create opportunities for small, specialized businesses.
a. True
b. False
Answer:
Mona feels that she is moderately knowledgeable about foreign films. Her friend Kim
admits to knowing almost nothing about these films, while her other friend Wanda has
just finished a class in foreign films with the highest grade in the class. Of the three
friends, who is most likely to seek the most information about a new foreign film being
shown on campus before deciding to see the film?
a. Wanda
b. Kim
c. Mona
d. Both Mona and Kim will seek more information than Wanda.
Answer:
An avid philatelist, Mel spends hours discussing the merits of various stamps with the
owner of the local stamp store. His shopping motive is:
a. social experiences.
b. sharing common interests.
c. interpersonal attraction.
d. thrill of the chase.
Answer:
Fashions tend to “sweep” the country. The process by which certain symbolic
alternatives are chosen over others and gain general consensus has been termed:
a. symbolic interactionism.
b. collective identification.
c. symbolic interdependence theory.
d. collective selection.
Answer:
It is unlikely that lifestyles change once they are set.
a. True
b. False
Answer:
_________ is anegative emotion that is associated with the desire to reduce the gap
between oneself and someone who is superior on some dimension.
a. Guilt
b. Jealousy
c. Anger
d. Envy
Answer:
Grace Norris is a 50-year-old housewife who recently selected Chrysler’s PT Cruiser as
her new car. To some extent, she selected the car because it is practical and has ample
storage space for groceries and other items she gets on her many shopping trips. On the
other hand, she also confesses that she selected the car because of its “bad boy” image.
“It looks like a gangster car from the 1930s,” says Grace. “It says ‘don’t mess with me,’ “
she tells her friends. Grace is exhibiting ________ in her selection of a car.
a. gestaltism
b. symbolic consumerism
c. symbolic interactionism
d. compensation of weaknesses
Answer:
The principle of similarity means that consumers tend to group together objects that
share physical characteristics; as an example, Coca-Cola, Sprite, and Dad’s
Old-Fashioned Root Beer are all “carbonated soft drinks.”
a. True
b. False
Answer:
Katrina really likes a new line of microfibre shirts that has been on the market for a
very short period of time. However, she has not bought any because she is concerned
people might think of them as being artificial and cheap. Marketers would place her in
the ________ category.
a. early majority
b. laggard
c. innovator
d. early adopter
Answer:
Saucony Canada held a contest asking consumers to send in their own photos, which
will be utilized in a future advertising campaign for the company. This is an example of:
a. anticonsumption.
b. consumer-generated content
c. social marketing.
d. green marketing.
Answer:
A car manufacturer admits in a television commercial that its automobile is costly and
lacks a great deal of stylishness. However, the company’s spokesperson also points out
that it has the best safety record on the road and takes special care to ensure that small
children ride well and safely in their cars. The manufacturer is making a two-sided
argument with this type of message.
a. True
b. False
Answer:
Age, gender, ethnicity, income, geography, and purchase frequency are all potential
segmentation variables.
a. True
b. False
Answer:
Tabby watched a lot of cop shows on TV. She began to believe that all cops were
overweight and on the take. Her perception of reality had been distorted by the media.
This is termed:
a. culmination hypothesis.
b. culturatic hypothesis.
c. cultivation hypothesis.
d. cultus hypothesis.
Answer:
An individual feels that the people who purchase a particular brand are admired or
respected by others. This is an example of what type of influence reference group?
a. referential influence
b. informational influence
c. utilitarian influence
d. value-expressive influence
Answer:
Jason was at an exciting ball game and found himself standing on his seat shouting
insults at the referee. He couldn’t even remember standing up. This is an example of the
risky shift created by group dynamics.
a. True
b. False
Answer:
Research shows that people have been shown to be more giving after they have
received something.
a. True
b. False
Answer:
In a major study of factors that determine if commercials would be persuasive, it was
found that the single most important factor was whether the communication contained a
message that stressed a unique benefit or product feature.
a. True
b. False
Answer:
The sound emitted by a dog whistle is too high to be detected by human ears. This is an
illustration of a stimulation that is beyond our absolute threshold.
a. True
b. False
Answer:
The importance of the salesperson in influencing buying behaviour can be understood
in terms of exchange theory, which stresses that there must be an effective store policy
for the exchange of products or refund of money if the consumer is unhappy with a
purchase.
a. True
b. False
Answer:
In studying consumers like Gail, a college junior, marketers often find it useful to learn
how they spend their leisure time, their interests in music or clothing, even atand titudes
about social issues, to be able to categorize them according to their lifestyles. This sort
of information is called:
a. core values.
b. psychographics.
c. configurations.
d. physiognomies.
Answer:
Advertising wearout usually happens occurs after the first presentation of an ad.
a. True
b. False
Answer:
While source effects can be dramatic, they only apply to a limited number of special
message conditions.
a. True
b. False
Answer:
In group decision-making contexts, the person who actually makes the purchase is
called the:
a. initiator.
b. user.
c. buyer.
d. influencer.
Answer:
The “before and after” phenomenon of grooming rituals underscores the:
a. fact that beliefs about appearance are just marketing hype.
b. almost mystical qualities of transformation we come to associate with the power of
rituals.
c. illusionary and artificial nature of beauty.
d. differences between rituals and rites of passage.
Answer:
When James says Morocco has short-term orientation, he means that:
a. Morocco is orientated towards future rewards such as thrift.
b. Morocco has set a number of 5″10 year political objectives.
c. Morocco respects past traditions and fulfilling its social obligations.
d. Moroccans live only for the present.
Answer:
When marketers attempt to appeal to people across different age categories, they are
using a ___________ strategy.
a. masstige
b. multigenerational marketing
c. concentrated
d. differentiated
Answer:
Caitlynn uses a online service to temporarily rent a formal dress, rather than buying
one. She is acting as a:
a. gemba.
b. free-cycler.
c. de-pack rat.
d. transumer.
Answer:
If a product succeeds in satisfying needs and is purchased over and over, it most likely
has attained:
a. product separation.
b. brand loyalty.
c. lifestyle variation.
d. purchase conception.
Answer:
One way we maintain cognitive consistency is by inferring that we must have liked a
product (have a positive attitude) because we bought it. This is a key feature of which
theory?
a. looking glass
b. objective self-awareness
c. self perception
d. role playing
Answer:
A match-up hypothesis refers to:
a. ad copy and target market.
b. website and retail store.
c. celebrity’s image and product.
d. sender and receiver.
Answer:
What is nostalgia? How do marketers use nostalgia?
Define frequency marketing and provide an example of it.
Answer:
Over the last few months Katie has been acquiring information about the organizational
buying process at work through incidental learning. Explain the process, and how this
may affect future purchasing decisions.
Answer:
What is meant by the term “self-actualization”? Give an example of a marketing context
where this is used.
Answer:
What are lead users and what use are they to high tech industry?
Answer:
Identify the major elements of the traditional communications model.
Answer:
Michelle has a poor overall body image. Describe the concept of body cathexis, how it
relates to negative perceptions of body image, and how it can alter consumption.
Answer:
Various types of shoppers have been identified, according to their orientations toward
shopping. List and describe them.
Answer:
Explain briefly how generalized suspicion may have a negative impact on brand
reputation.
Answer:
Identify the elements that comprise a culture production system. Give an example of
each component.
Answer:
In what ways is autonomy relevant to the mature consumer?
Answer:
Albert really enjoys effortful cognitive activity and when he goes on a plane ride he
purchases activity books containing challenging analogical and mathematical puzzles to
pass the time. What would trait theory say about Albert?
Answer:
Ethan wants to purchase a car that is sporty, but he is worried about its impact on the
environment. What type of motivational conflict is he likely experiencing?
Answer:
What do proponents of the uses and gratifications theory argue?
Answer:
In group decision-making contexts, what are the five potential individual roles involved
in the purchasing decision?
Answer:
What is a global agnostic?
Answer:
What is an approach-approach conflict? Provide an example of this.
Answer:
Valerie has a locket from her grandmother that she views as being a part of the self.
Identify and explain the concept that this best demonstrates.
Answer:
You have a product that is likely to be of interest to a youth market. You are thinking of
expanding your product to a number of new countries. Should you take an etic or emic
approach and why?
Answer:
Describe the three levels of involvement affecting consumer commitment to an attitude.
Answer: