Consumers’ physical and social environments have little to do with the motives
consumers have for product usage.
Casting directors, textbook authors, and retail buyers are all examples of formal
gatekeepers in the culture production process.
Opinion leaders often absorb much of the risk in buying new products because they
generally buy them first.
Alba is dedicated to fitness and nutrition. She rarely eats fast food because of the high
calories and low nutritional value. Though Alba is exposed to many advertising
messages from fast food restaurants each day, she rarely processes these messages. This
is an example of subliminal perception.
It is unusual for consumers to have multiple role identities.
An ethnographer would be interested in studying the process of acculturation in an
immigrant community.
Using the product-specific profile form of psychographic studies, a researcher would
look for items that differentiate between users and nonusers of a product.
According to the different categories of relationships that people may have with
products, nostalgic attachment occurs if the product is part of the user’s daily routine.
Jenny just posted a tweet on Twitter about how much she loves a new movie. Jenny has
potentially influenced others with ________.
A) word-of-mouth
B) C2C marketing
C) trickle-across promotion
D) viral marketing
When companies make false claims about how environmentally friendly their products
are, ________ has occurred.
A) phishing
B) greenwashing
C) eco-lying
D) deceptive advertising
Consumer researchers have adapted some of Sigmund Freud’s ideas. In particular, his
work highlights the potential importance of ________ that influence our purchases.
A) rational-thinking
B) unconscious motives
C) conscious motives
D) deviant behavior
The first stage in the cognitive decision-making process is ________.
A) information search
B) evaluation of alternatives
C) problem recognition
D) product choice
The underground economy refers to used product sellers who sell in secondary markets.
It is thought to make up ________ of the US gross national product.
A) less than 1%
B) 3-30%
C) 31-50%
D) more than 50%
The alternatives actively considered during a consumer’s choice process are the
________ set.
A) inert
B) evoked
C) evaluative
D) consideration
The Sims Online and Webkinz are both examples of ________, part of the growing
market of real-time, interactive virtual worlds.
A) avatars
B) computer-mediated environments
C) role identities
D) self-image congruence models
Which of the following best defines what is implied by the symbolic self-completion
theory?
A) Consumers with low self-esteem tend to buy products that violate their self-concept.
B) Consumers who have an incomplete self-definition tend to buy products that
complete their identity.
C) Consumers delay purchases that conform to their actual self-image until their
self-concept is consistent with their social self.
D) Consumers select products that conform to their self-image through a process that is
largely subconscious.
Another name for instrumental conditioning is ________ conditioning.
A) operant
B) neo-classical
C) stimulus
D) reward
Pavel was an inventor. He read that there were several million people who could not
sleep at night until they looked under the bed. He invented a light that could be put
under a bed and went on automatically when someone looked there. Pavel’s product is
designed to help people perform a ________.
A) ritual
B) symbolic exchange
C) convention
D) rite of passage
The ________ for a brand guides how a company uses elements of the marketing mix
to influence the consumer’s interpretation of the brand’s meaning in the marketplace
relative to its competitors.
A) positioning strategy
B) Gestalt psychology
C) sensory signature
D) priming strategy
Sandra Jackson decided to become a nurse after several years as an elementary teacher.
She still wanted to help people; she just wanted to do it differently. Sandra’s case is an
example of which of the following?
A) downward mobility
B) upward mobility
C) horizontal mobility
D) status crystallization
According to the theory called ________, a company can make money if it sells small
amounts of items that only a few people want if the company sells enough different
items.
A) feature creep
B) the long tail
C) Zipf’s Law
D) neuromarketing
Which of the following statements about teenagers is most likely true?
A) Teenagers are rarely considered a relevant age segment for marketers.
B) Most primitive cultures isolate teenagers as they transition to adulthood.
C) The term teenager entered the general American vocabulary in the 1950s.
D) The term teenager began to be used in Western cultures about 200 years ago.
Demonstrate how a marketer could use neuromarketingto advance the cause of his
product. You may use any example you choose for your demonstration.
Reference groups influence consumers in threeways. Name these three ways and
describe the nature of the influence upon the consumer.
When a consumer is deciding whether to adopt an innovation, through what stages does
the consumer move? Provide an example.
Explain three of the key legislative acts affecting consumers.
List the three stages of the perception process and give a brief definition of each.