The ego is the referee in the fight between temptation and virtue.
Gasoline is the only commonly purchased product that is priced down to a fraction of a
cent. This is the case because buying gasoline is a low-involvement activity, which
makes point-of-purchase factors more important.
Materialistic values tend to focus on the individual rather than a group or family.
Popular culture is both a product of marketing and an inspiration for marketing.
Many 20-somethings have rebelled against their more affluent parents by mocking
wealth, wearing shredded jeans, and driving boxy cars. These are examples of what is
called a modern potlatch.
The first step in the cognitive decision-making process is to conduct an information
search.
The idea of the wisdom of crowds explains why groups of people often come up with
more creative solutions to problems than individuals do.
Firms in Mexico are less likely to have formal codes of ethics.
In the modern holiday rituals of Christmas, the figures of Christ and Santa can be seen
as binary opposites; one promotes selflessness while the other promotes materialism.
It is common for companies to divide up their consumers along lifestyle dimensions and
label these groups with terms such as “Geek Chic Guy” or “Whole Foods Woman.”
A behavioral researcher studying how consumers use multi-sensory, fantasy, and
emotional factors in selecting products is studying hedonic consumption.
Political candidates who get the most media coverage are more likely to win elections
because of the effect of ________ in determining one’s set of referents.
A) propinquity
B) mere exposure
C) group cohesiveness
D) reference bias
Which of the following statements is most likely true about styles?
A) A style typically starts in a large group of people as a safe but unique statement.
B) Styles are often a reflection of more fundamental societal trends.
C) Influential people play only a minor role in deciding which styles will succeed.
D) Styles most often result from a deliberate statement from ordinary consumers that
has been met by a rather spontaneous response from designers.
An active attempt to change attitudes is called ________.
A) behavior modification
B) persuasion
C) communication
D) cognition
What two basic dimensions determine if a shopper will react positively or negatively to
a consumption environment? What factors can affect a consumer’s moods in the
shopping environment that are a) under the control of the marketer and b) not under the
control of the marketer?
A(n) ________ is a particular model, or exemplar, of appearance.
A) ideal of beauty
B) self-concept
C) cathexis
D) ideal self
A person who receives rewards and status because of hard work is said to have
________ status.
A) ascribed
B) hierarchical
C) achieved
D) longitudinal
“It’s time for the Christmas shopping list,” thought Martha’s mother, so she asked
Martha for a quick list of her favorite perfumes. Martha gave her mother six names that
were all her “favorite.” This group constitutes Martha’s ________ for perfume.
A) position set
B) activation set
C) rational set
D) evoked set
A department store decides to use ‘secret shoppers” at unannounced times to test for
service quality among its personnel. Store personnel are rewarded for excellent service
attitudes. Which of the following reinforcement schedules would most likely apply in
this situation?
A) fixed-ratio reinforcement
B) fixed-interval reinforcement
C) variable-frequency reinforcement
D) variable-interval reinforcement
Advertising to teens typically depicts ________.
A) respected adults recommending the product
B) qualified experts explaining product benefits
C) a group of “in” teens using the product
D) family members using the product together
People who supply online product reviews are called ________.
A) media recipients
B) media broadcasters
C) brand advocates
D) folksonomists
Features actually used to differentiate among choices are called ________ attributes.
A) evaluation
B) search
C) determinant
D) segmentation
Classical conditioning takes place when a(n) ________ is continuously matched with
a(n) ________.
A) conditioned stimulus; conditioned response
B) unconditioned response; conditioned response
C) conditioned stimulus; unconditioned stimulus
D) unconditioned stimulus; unconditioned response
In a(n) ________, consumers participate in the production of the products or services
they buy.
A) pop-up store
B) minipreneur shop
C) activity store
D) sharing site
Which of the following refers to consumers who refuse to sacrifice style but who
achieve that style on a budget?
A) spendthrifts
B) frugalistas
C) ostriches
D) tightwads
Which of the following qualities is a requirement for products to qualify for a listing on
Amazon’s Vine website?
A) green
B) blue
C) pink
D) white
If a woman gets compliments after wearing Obsession perfume, she is more likely to
keep buying the product and wearing it. What type of instrumental conditioning has
occurred in the situation?
A) neutral reinforcement
B) positive reinforcement
C) negative reinforcement
D) symbolic reinforcement
A(n) ________ refers to a set of beliefs and the way we organize those beliefs in our
minds.
A) mental accounting
B) knowledge structure
C) rational perspective
D) influence perspective
When using the ________ rule of decision-making, a consumer evaluates brands on the
most important attribute, but specific cutoffs are imposed.
A) lexicographic
B) elimination-by-aspects
C) conjunctive
D) compensatory
Why would short-term memory be greatly impaired, or perhaps made impossible,
without sensory memory?
Give a brief explanation of cognitive learning.
What is the difference between sensation and perception?
If you were designing a large retail outlet for customers with a polychronic orientation,
what would you want to provide?
Identify what the term cooptation means. Give an illustration of the concept and
demonstrate how it applies to the movement of meaning as shown in the text.
Identify the three components marketers use to express a consumption style and explain
why marketers would want to express a consumption style.
Why are disabilities among consumers an issue of concern for marketers?
An anti-smoking campaign showed autopsies of people who died of lung cancer. The
campaign seemed to have no effect on the rate that teenagers took up smoking. Why?
Advertising has increasingly become less effective because of increased clutter. How
can advertisers use contrast to cut through the clutter?