_____ refers to the purposeful allocation of information processing capacity toward
developing an understanding of some stimulus.
a. Reaction
b. Comprehension
c. Sensation
d. Attention
e. Retention
As consumers get older, the value they receive from certain consumption activities
often changes. For example, some older consumers do not have as much fun attending
sporting events as they did when they were younger. In this case, consumers’ age is an
example of a _____ variable.
a. constant
b. dependent
c. moderating
d. situational
e. intervening
The American society places a high value on being independent as well as attaining
personal milestones. According to the CSV dimension, the American society is most
likely to be high in _____.
a. pluralism
b. protectionism
c. individualism
d. interventionism
e. isolationism
WEDDING SCENARIO
Janice is excited because her boyfriend just asked her to marry him. Though planning
the wedding may be a big hassle for most people, Janice had it easy as her sister, a
wedding planner, has taken over the task of planning the entire wedding. Janice should
have been the one taking all the decisions, but her sister chose to be the sole
decision-maker on account of her professional competence. Since Janice’s parents are
paying for the wedding, she needs to abide by their wishes even though she might like
to have a more extravagant reception than they are willing to pay for. She will be
getting married in a church, and the priest said she and her fianc would have to attend
pre-marriage counseling sessions over six weeks. They are not really thrilled about
doing that, but they know they can”t get married in their church if they don”t attend the
sessions. Her parents are very frugal, and her mother even suggested that she wear her
old prom dress instead of buying a new wedding gown. Janice was mortified when her
mother suggested this, saying, “But mom, the dress is pink! What would people think if
I wore a pink wedding dress? Wedding gowns are supposed to be white!” So they
settled on letting her pick her own gown, but her father had the last say on which one he
would allow her to purchase. The wedding day came and went without a hitch, and
Janice is now a busy homemaker setting up her new household.Refer to Wedding
Scenario. Which of the following roles did Janice’s father assume with regard to the
purchase of Janice’s wedding dress?
a. Influencer
b. Gatekeeper
c. User
d. Decision maker
e. Surrogate consumer
The attempt to derive meaning from information is known as _____.
a. motivation
b. reaction
c. comprehension
d. simulation
e. sensation
The presence of music in an environment may shape consumer behavior and even
change buying patterns. In this case, music is an example of a _____.
a. social influence
b. situational influence
c. socio-economic factor
d. hedonic factor
e. perceptional influence
Which of the following represents the stimuli that decrease the likelihood that a
behavior will occur again?
a. Continuous reinforcers
b. Shapers
c. Punishers
d. Positive reinforcers
e. Negative reinforcers
Greg is considering the purchase of a new truck. He wants to purchase the best one
within his budget. He searches the Internet, asks friends, and visits dealerships to learn
more about different brands and their features. He even found a website where he can
directly compare different brands to help him in his decision. Which of the following
decision-making perspectives would best describe Greg’s decision-making process?
a. Experiential decision-making perspective
b. Behavioral influence decision-making perspective
c. Functional decision-making perspective
d. Implemental decision-making perspective
e. Rational decision-making perspective
Ryan Moore has a “Free Tibet” bumper sticker on his car because he feels strongly
about the Tibetan Independence movement and supports the cause. Which of the
following refers to a function of attitudes represented in this instance?
a. Utilitarian function
b. Reinforcement function
c. Knowledge function
d. Value-expressive function
e. Ego-defensive function
Procter & Gamble, makers of Tide laundry detergent, set up mobile stations called
Loads of Hope where people affected by natural disasters such as Hurricane Katrina can
do their laundry for free. Which of the following is being employed by Procter &
Gamble to fulfill its corporate social responsibility?
a. Ethical duties
b. Altruistic duties
c. Rational duties
d. Obligatory initiatives
e. Partnership initiatives
Goods that are consumed quickly are known as _____ goods.
a. durable
b. nondurable
c. recyclable
d. nondegradable
e. nonperishable
Which of the following provides the Federal Trade Commission (FTC) with jurisdiction
over misleading or false advertising?
a. The Sherman Antitrust Act
b. The Clayton Act
c. The Wheeler-Lea Act
d. The Consumer Product Safety Improvement Act
e. The Wall Street Reform and Consumer Protection Act
Many consumers shop at discount stores, even though they don”t really like shopping
there. Most of the consumers don”t feel any connection with the store; it’s just that they
don”t want to pay higher prices elsewhere. Which of the following best describes this
phenomenon of shopping repeatedly at discount stores without a commitment or feeling
of connectedness to the store?
a. Brand loyalty
b. Brand inertia
c. Brand equity
d. Brand consistency
e. Brand longevity
AUTOMOBILE SCENARIO
Consider a consumer who is contemplating a new automobile purchase. She has
narrowed her decision down to two brands, Honda Accord and Ford Taurus. She has
identified gas mileage, price, warranty, and styling to be important attributes to consider
in her decision. Her evaluative ratings (e) for each attribute and her beliefs of how each
brand performs on a given attribute (b) are given below:
Refer to the Automobile Scenario. Based on the attitude-toward-the-object model, what
is the consumer’s overall attitude ( ) toward Honda Accord?
a. 23
b. 12
c. 27
d. 16
e. 19
In the balance theory, the system (composed of observer, person, and object) is referred
to as a _____.
a. unit
b. sentiment
c. network
d. cue
e. triad
A state implemented a much needed hike in gasoline prices, increasing it by $2. This
was followed by a public outcry against the price rise. A year later, the state further
increased gasoline prices by half a dollar. This time round, the public accepted it as
essential even though there was a general murmur of dissatisfaction. Which of the
following will best explain the reason for the public’s acceptance?
a. Preattentive effect
b. Skinner’s Law
c. Weber’s Law
d. Mere association effect
e. Mere exposure effect
The marketing technique in which consumers are completely unaware that they are
being marketed to is called _____ marketing.
a. ambush
b. cause
c. stealth
d. cloud
e. live-in
The process that occurs when preexisting knowledge is used to assist in storing new
information is known as _____.
a. response generation
b. semantic coding
c. meaningful encoding
d. memory tracing
e. cognitive interference
Which of the following generational microcultures is also referred to as Generation Y?
a. Greatest generation
b. Silent generation
c. Baby Boomers
d. Millennials
e. Global generation
Which of the following are the two routes to persuasion according to the elaboration
likelihood model?
a. Primary route and secondary route
b. Belief-based route and affect-based route
c. Central route and peripheral route
d. Cognitive route and affective route
e. Utilitarian route and hedonic route
Which of the following statements is true regarding the factors that gain consumers’
attention?
a. All things equal, a consumer is more likely to pay attention to a weaker stimuli than
to a stronger stimuli.
b. Contrasting stimuli are extremely ineffective in getting attention.
c. All else equal, smaller items garner more attention than larger ones.
d. In general, a moving object will get more attention than a stationary one.
e. Surprising stimuli are less likely to get consumers’ attention.
Which of the following is true about the microcultures around the world?
a. Microcultures consist of a group of people who have distinct values and tastes.
b. Unlike in the U.S., microculture membership does not affect the value of things in
China.
c. Marketers need to ignore the effects of microculture as they are of no significance.
d. Street microcultures like sports and fashion exist around the world.
e. Microcultures are confined to the U.S.
Maria sees a price reduction on a makeup kit she has wanted for a long time. She buys
it but when she gets home and begins to take it out from its packaging, she notices that
the box in which the kit was kept is open and torn. This gives her a feeling that it might
have been used by somebody else earlier. This thought makes her feel uneasy. Which of
the following terms refers to this situation?
a. Product contamination
b. Buyer’s dissonance
c. Buyer’s remorse
d. Product contagion
e. Product dissociation
An automobile marketer is interested in studying the internal influences that affect the
psychology of the potential buyers of luxury automobiles. Which of the following
would this marketer be interested in studying?
a. Lifestyles of luxury car buyers
b. Political choices of potential buyers
c. Social status of potential buyers
d. Buyers’ attitudes toward different brands
e. The accessories that car owners prefer
The customary greetings people exchange when they meet and which differ from
culture to culture are an example of _____.
a. evolution
b. tradition
c. assimilation
d. sanction
e. accommodation
Expectations are the cognitive component of _____.
a. dissonance
b. confirmation
c. anticipation
d. consumption frequency
e. meaning transference
IMMIGRANT SCENARIO
Anita, a second-generation-Asian immigrant, just started college. A self-assured girl,
she displays none of the self-conscious traits one usually sees in her parents. Unlike
Anita, her parents have had it tough with only enough money to make both ends meet.
Till the time Anita was born, they could not afford to live in any of the respectable
residential neighborhoods. Some of the neighborhood authorities make it mandatory for
aspiring residents to submit details like age, ethnicity, sex, occupation, income, region,
religion, and gender. Anita has always seen her parents juggle between two world-views
whenever they had to make up their minds as they try to negotiate between a perceived
sense of guilt for their native country and a perceived sense of loyalty for the host
country. Despite their insistence that she joins an Asian community, Anita joined Delta,
a sorority for geometry lovers. She has always been passionate about geometry and her
membership to Delta, not only defines her on-campus personality, it makes her “cool”
in front of her other peers.
Refer to Immigrant Scenario. Anita joined Delta, a sorority for geometry lovers. Such
sororities are an example of _____.
a. macrocultures
b. collective cultures
c. universal cultures
d. microcultures
e. mainstream cultures
Positive outcomes of consumption are referred to as _____.
a. motivators
b. hygiene factors
c. benefits
d. exchanges
e. costs
A(n) _____product includes the original product plus the extra things needed to
increase the value from consumption.
a. augmented
b. secondary
c. complete
d. enhanced
e. terminal
In Pavlov’s classical conditioning experiment, the salivation of the dogs on being
exposed to the meat powder is an example of a(n) _____ response.
a. reinforcement
b. operant
c. conditioned
d. unconditioned
e. instrumental
Expectations that form about what a consumer thinks will actually occur during an
experience are called _____ expectations.
a. predictive
b. normative
c. equitable
d. ideal
e. relative
Utilitarian shopping value represents the worth of an activity because the time spent
doing the activity itself is personally gratifying.
Anti-brand communities are communities in which members spread negative
information about companies and products to other users.
The BRIC markets exclusively consist of developed nations.
A consumer’s delayed response to information, that occurs as an afterthought, is known
as sensation.
Extended decision making occurs when involvement is high and when there is a
significant amount of purchase risk involved with the decision.
Define consumer misbehavior. Discuss retail borrowing as an instance of consumer
misbehavior.
Describe the role of self-concept in consumer behavior and describe the various types
of self-concepts.
When a consumer has no previous experience or expectation regarding a product, then
perception directly influences satisfaction.
The basic disconfirmation model proposes that consumers enter into a consumption
experience with predetermined cognitive expectations of consumption.
The marketing mix is the combination of product, pricing, promotion, and distribution
strategies used to position some product offering or brand in the marketplace.
The taste of a particular brand of pasta is an example of the perceptual attribute of a
product.
Workbench memory has unlimited duration.
Differentiate between compulsive consumption and addictive consumption. Give
examples for each.
The extent to which the product is considered to be a necessity or a luxury affects the
level of reference group influence.
In an ongoing search, the search effort is focused on simply staying up to date on a
topic of interest.
The Jewish Federation implements tzedakah which enables the poor to access products
they may not otherwise be able to access.