Which of the following is true about the effects of the source of a message on consumer
attitudes?
a. Source likeability affects persuasion more for consumers with high need for
cognition than for those with a low degree of this trait.
b. The credibility of sources has no impact on the certainty with which consumer
attitudes are held.
c. For consumers with low involvement, credible sources tend to be no more persuasive
than less credible sources.
d. Expertise and trustworthiness have no influence on persuasion.
e. Source likeability affects persuasion more for consumers with low need for cognition
than for those with a high degree of this trait.
Which of the following is based on the belief that firm performance is enhanced
through repeat business?
a. Cause marketing
b. Transaction marketing
c. Internal marketing
d. Test marketing
e. Relationship marketing
PRIZM is based on the premise that people with similar backgrounds and means tend to
live close to one another and emulate each other’s behaviors and lifestyles. This is a
_____ procedure.
a. psychoanalytic
b. demographic
c. ethnographic
d. social
e. geodemographic
Which of the following firms would be least vulnerable to competitors?
a. A firm that offers generous return policies to its customers
b. A firm that offers attractive bargain deals to its customers
c. A firm that offers numerous loyalty programs to its customers
d. A firm that offers a unique purchasing experience to its customers
e. A firm that offers convenient purchasing experience to its customers
Chicago is famous for its mouth-watering hot dogs where the hot dog is either steamed
or simmered in water. This hot dog is unlike any other found in the rest of the country.
This is an example of culinary difference arising out of different _____ microcultures.
a. regional
b. sex-role
c. age-based
d. religious
e. generational
Advertisements that feature special promotions, such as buy-one-get-one-free offers,
represent a marketing strategy that makes use of _____ because these advertisements
essentially signal that customers will get value in some form of a reward when they
perform a specific purchasing activity.
a. discriminative stimuli
b. shapers
c. aversive stimuli
d. extinction stimuli
e. punishers
Laurie owns a Pluto X20 convertible. She and her husband have owned several other
Pluto automobiles over the years. She has even convinced several family members and
friends to buy Pluto automobiles. Recently, however, she had a bad service experience
at the Pluto dealership in the city she just moved to. Nevertheless, she still decides to
purchase a Pluto Y20 this year for her daughter and another Z20 when she needs a new
car in a few years. Which of the following best illustrates Laurie’s engagement with
Pluto automobiles?
a. Brand loyalty
b. Brand inertia
c. Brand longevity
d. Brand consistency
e. Brand equity
_____ refers to the totality of thoughts and feelings that an individual has about him- or
herself.
a. Value Consciousness
b. Brand personality
c. Self-concept
d. Self-esteem
e. Body esteem
Which of the following represents the way a person learns his or her native culture?
a. Acculturation
b. Enculturation
c. Acclimatization
d. Adaptation
e. Assimilation
When Sheri, a socialite, got some bad publicity for her recent choice of evening wear,
she decided to change designers. However, when Sheri visited her new designer for the
first time, she missed the camaraderie and the easy banter she used to share with Margo,
her previous designer. Which of the following types of switching costs was being
experienced by Sheri?
a. Procedural switching cost
b. Financial switching cost
c. Relational switching cost
d. Rational switching cost
e. Affective switching cost
Electronic products can be frustrating or satisfying for consumers. For example, a
consumer may be highly satisfied with the applications available on his new smart
phone, but becomes frustrated when he is unable to operate it with ease. If a consumer
researcher wants to measure these positive and negative emotional reactions, then
which of the following measures will be best suited for this purpose?
a. Cross-sectional survey
b. Bipolar scale
c. Longitudinal survey
d. PANAS
e. Likert scale
Compulsive shopping is also sometimes referred to as _____.
a. pathological socialization
b. oniomania
c. anomie
d. kleptomania
e. retail borrowing
Many store brand packages look similar to national brand packages. This is done with
the hope that consumers’ awareness and interpretation of the package design might lead
them to think of the less expensive store brand as qualitatively comparable with the
more expensive national brand. This is an attempt to influence consumers’ _____.
a. disposition
b. motivation
c. perception
d. sensitization
e. anticipation
Andrea purchased an Apple iPad and an extended warranty. She also purchased a
gaming application specially developed for Apple iPad. The application purchased by
Andrea, is an example of a(n) _____ product.
a. terminal
b. segmented
c. extended
d. augmented
e. complete
Talbot’s clothing store offers a program where customers get a reward of $10 for every
$500 spent. As part of the program, the store keeps an account of the frequency of
purchases as well amount spent on each purchase by all its customers. This is an
example of a _____ program.
a. commitment
b. loyalty
c. customer share
d. gift
e. consistency
In which of the following types of decision-making approaches do consumers tend to
search diligently for information that will help them reach a satisfactory decision?
a. Rational decision making
b. Limited decision making
c. Extended decision making
d. Habitual decision making
e. Routine decision making
In a marketing message, _____ refers to the consumers’ perception of how honest and
unbiased the source is.
a. visibility
b. attractiveness
c. expertise
d. trustworthiness
e. congruity
WEEKEND SHOPPING SCENARIO
The Smiths do their groceries every weekend. These are elaborately planned with Mrs.
Smith making a list of requirements for the entire family over the week. She never
forgets to replenish their stock of Caribbean coffee as her husband, a writer, generally
feels groggy and sleepy after lunch in the afternoon. The coffee keeps him awake at
such times. Fruits are a “must-buy” for the family. Everyone including their three
children loves apples. However, Mrs. Smith refrains from buying apples when they are
not in season as they tend to be more expensive. This weekend, she bought a new brand
of pasta that her children insisted on buying as they were tempted by its commercial
that comes on TV everyday at dinnertime. She also bought a packet of cocoa powder
even though it was not on the list. She realized she needed it as she was attending
chocolate-making classes. She has a weakness for milk chocolates and cannot resist the
temptation to buy them. The Smiths don”t have a strict budget for these shopping trips.
More often than not, Mrs. Smith relies on her memory to keep a tab on their
expenditure. What matters most to them is that everyone in the family should get what
they want. Refer to Weekend Shopping Scenario. Mrs. Smith bought a new brand of
pasta that her children insisted on buying as they were tempted by its commercial that
runs on TV everyday at dinnertime. This is an example of a commercial that is based on
the concept of _____.
a. cool hunting
b. meta-advertising
c. conquesting
d. advertiming
e. shockvertising
Which of the following represents beliefs about the social acceptability of an act?
a. Rationalism
b. Contractualism
c. Relativism
d. Determinism
e. Utilitarianism
The process by which information is transferred back into workbench memory for
additional processing when needed is known as _____.
a. chunking
b. encoding
c. extraction
d. tracing
e. retrieval
Louis was born in 1920 and spent four years in the Navy during World War II. He
doesn”t understand his grandchildren’s spending habits because he was always thrifty.
Which of the following generational microcultures is Louis most likely to belong?
a. Baby Boomers
b. Silent generation
c. Generation X
d. Millennials
e. Greatest generation
Which of the following represents an urgency to act based on some real or self-imposed
deadline?
a. Situational pressure
b. Epistemic pressure
c. Stagnation pressure
d. Time pressure
e. Dynamic pressure
Ascribed status differs from achieved status in that ascribed status refers to:
a. consumers who do not aspire to move up the social ladder.
b. consumers who work their way into a class.
c. consumers who believe in conspicuous consumption to gain entry into a class.
d. consumers marked in some way that indicates their place in the society.
e. consumers born into a social class.
Which of the following is a geodemographic tool that assists consumer behavior
analysis?
a. CPM
b. PRIZM
c. BLAST
d. LDRA
e. PERT
According to the _____, behavior change can precede belief and attitude change.
a. attitude-toward-the-object approach
b. elaboration likelihood model
c. balance theory
d. schema-based affect approach
e. behavioral influence approach
Which of the following is an external influence on consumer value?
a. Personal values
b. Attitude
c. Needs
d. Perception
e. Reference groups
Which of the following is the largest ethnic group in the United States?
a. Hispanics
b. African Americans
c. Asian Americans
d. Native Americans
e. Native Hawaiians
Nathan is a chain smoker who habitually discounts the negative consequences of
smoking. This is an example of the _____ function of attitudes.
a. ego-defensive
b. cognitive
c. utilitarian
d. value-expressive
e. knowledge
A market researcher focuses on the psychological process, including thoughts, feelings,
and behavior that people experience once they realize that they have an unmet need.
The human behavior that constitutes this set of value-seeking activities that the
researcher is examining is best described as _____.
a. opportunistic behavior
b. consumer behavior
c. cognitive psychology
d. social interaction
e. deviant behavior
Holly was so pleased with the service she received at a new spa in her neighborhood
that she told many of her friends about her pleasant experience. Which of the following
postconsumption behaviors best describes Holly’s behavior?
a. Confirmation
b. Positive attribution
c. Positive word-of-mouth
d. Negative disconfirmation
e. Switching
In which research approach to understanding consumer behavior, do researchers derive
meaning from talking to people and observing behavior rather than analyzing data?
a. Interpretive research
b. Quantitative research
c. Archival research
d. Metanalytic research
e. Grounded theory research
Memories of previous, meaningful events in one’s life are known as _____ memories.
a. procedural
b. implicit
c. autobiographical
d. iconic
e. echoic
_____ refers to customs and accepted ways of structuring society.
a. Sanction
b. Evolution
c. Tradition
d. Adaptation
e. Assimilation
Consumers tend to view the act of illegal downloading as less morally ethical and
socially acceptable when the motivation for the act is primarily based on hedonic value
than if the motivation is based on utilitarian value.
Hierarchical approaches begin with the assumption that all personality traits are
specific.
Customer lifetime value is equal to sales attributed to a particular customer minus the
costs associated with satisfying that customer over the lifetime of that customer.
Consumers avoid emulating members of aspirational groups as it tends to decrease their
chances of membership into such groups.
Prepurchase search activities are focused on locating information that will enable the
consumer to reach a decision for a specific problem.
Underlying attributes can only be learned through experience with the product.
The presence of background music enhances service quality perceptions relative to an
environment with no background music.
Women are more likely to process information based on the way it is framed and on the
categories it evokes.
Define atmospherics. Describe the atmospheric elements of a specific retail store or
restaurant that you like.
Research shows that through a type of emotional contagion process, a product’s value
can actually decrease after a consumer sees the product handled by an attractive
member of the opposite sex.
Explain affect-based and attribute-based evaluations. Give an example of each using
one of your recent purchase decisions.
What is the hierarchy of effects? Briefly describe the different hierarchies.
Quantitative research is more likely to stand on its own and does not require deep
interpretation.
Autonomic measures automatically record visceral reactions or neurological brain
activity.
Consumers display a preference for things that are consistent with their prior
knowledge.
Service quality can be thought of as the overall goodness or badness of a service
provided.
High levels of humor in advertisements can limit a consumer’s ability to process
information regarding the product being advertised.
The process through which cultural meaning is transferred to a product and onto the
consumer is called meaning transference.
The trait approach takes an idiographic approach to personality.