A metaphysical myth fulfills the cultural function of explaining how the components of
the universe relate to each other.
Kinsei engineering focuses on the visual sense.
Where you choose to sit in an almost empty movie theater is most likely determined by
your culture’s mores.
It is the actual age of seniors that determines their consumer behavior, not their
perceived age.
A surrogate consumer, by definition, makes a purchase on behalf of another consumer.
In many cultures, stories feature talking animals that act as mediating figures.
________ learning occurs when an individual watches the actions of others and notes
the reinforcements they receive for their behaviors.
A) Observational
B) Reinforced
C) Halo effect
D) Masked
Which of the following theorists proposed that an individual’s adult personality results
from a conflict between the individual’s desires to gratify his or her physical needs and
the necessity of functioning within a society?
A) Maslow
B) Jung
C) Reisman
D) Freud
Which promotional strategy uses unconventional means, such as street theater, to
encourage WOM about products?
A) influence networking
B) guerilla marketing
C) viral marketing
D) POP displays
Which of the following is considered a postpurchase process?
A) the shopping experience
B) mood
C) consumer satisfaction
D) shopping orientation
Coca-Cola is most likely an example of a(n) ________ product because it characterizes
an entire category of soft drinks.
A) exemplar
B) criteria
C) heuristic
D) evoked
The ________ threshold refers to the minimum amount of stimulation that can be
detected on a sensory channel.
A) absolute
B) differential
C) intensity
D) relative
Eun-Hee is a buyer of rugs made in Asia. She is extremely knowledgeable about her
product line. One of her clients wants to purchase a rug made by a supplier with whom
she has had little contact. Eun-Hee is more likely to engage in a broader search for
information and gather more opinions from others about this new product than someone
who was only moderately knowledgeable about the product line.
Ralph Nader’s book, Unsafe at Any Speed, was published in part to enforce the
consumer’s right to ________.
A) safety
B) complain
C) choose
D) redress
What form of marketing is based on the premise that a marketer will be much more
successful when he communicates with consumers who have already agreed to listen to
him?
A) segmented marketing
B) behavioral targeting
C) e-commerce marketing
D) permission marketing
When a product serves as a link to the user’s past or past self, the user is said to have
a(n) ________ type of relationship with the product.
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love
A decision strategy that seeks to deliver an adequate solution rather than the best
possible solution is referred to as ________.
A) inertia
B) rationalizing
C) satisficing
D) anchoring
A(n) ________ is a marketing intermediary retained by a consumer to guide what that
consumer buys.
A) market maven
B) opinion leader
C) power user
D) surrogate consumer
Honesty, trustworthiness, fairness, and justice are all ________ with which people in a
culture judge what is right and what is wrong.
A) norms
B) business ethics
C) universal values
D) personality characteristics
According to a classic view of the American class structure, the newer social elites,
drawn from current professionals, belong to which of the following social class
categories?
A) Lower-Upper
B) Upper-Upper
C) Upper-Middle
D) Lower-Middle
According to exchange theory, what might occur if a salesperson interacts with an
assertive consumer?
Is product disposal a consumer behavior issue or a public policy issue? Explain.
Explain the meaning of objectification and how it occurs. Provide an example.
Consumers and the items they consume can take many forms. Give examples of three
different types of consumers and examples of three different types of items they could
consume, including products, services, and ideas.
Discuss the terms symbolic interactionism and the looking-glass self. Give an example
of each term.
Explain the concepts of the ideal and actual self. How do we bridge the gaps between
these two selves?
Compare and contrast the trickle-down, trickle-up, and trickle-across theories.
One beer distributor identified a marketing segment as the “campus guzzlers.” Explain
what factors could be used to identify this segment and why.