Interpretation is the last stage of the perceptual process.
It is impossible for a person to hold two contradictory attitudes toward the same object.
Cognitive learning theory approaches tend to stress the importance of internal mental
processes.
Social comparison is a basic human tendency.
Consumers’ attraction to slot machines can be explained by the variable-ratio
reinforcement schedule the machines use.
The research on loss aversion suggests that people tend to emphasize their losses more
than their gains.
The concepts of mental accounting, prospect theory, and perceived risk all remind a
marketer that the customer’s perception is more important than an objective reality
when trying to understand consumer behavior.
Rachel doesn’t work, has a rich and successful husband, and loves to wear high-heeled
shoes, tight clothes, and flamboyant hairstyles. According to Veblen’s ideas, Rachel’s
role is decorative.
The concept of “cradle to cradle” means that we should market to consumers from the
time they are born until the time they give birth.
The Smith Company uses after-sale interviews with its customers to examine how well
the customers were served by the sales and service staff of the company. When the
Smith Company follows this procedure, the company is attempting to use feedback as a
means to improve communications.
Which form of relationship between product and customer is most at risk of the
customer switching to a different brand of product?
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love
So called “gripe sites” exist for consumers to publish ________ responses against
products or stores with which they are dissatisfied.
A) private
B) third-party
C) voice
D) complaint
________ roughly means whole, pattern, or configuration; this perspective is best
summarized by the saying “The whole is greater than the sum of its parts.”
A) Freudian traits analysis
B) Weber’s Law
C) Gestalt
D) Kinsei
A set of multiple symbolic behaviors that occur in a fixed sequence and tend to be
repeated is called a ________.
A) myth
B) more
C) ritual
D) convention
Many marketers use “the good old days” as a common theme in promotional messages.
This is a strategy of focusing on ________.
A) the highlighting effect
B) the halo effect
C) nostalgia
D) memory spikes
Lee-Ann Wang is young and enjoys risky experiences such as skydiving, bungee
jumping, and snowboarding. To which of the following VALS2 groups would Lee-Ann
most likely belong?
A) Thinkers
B) Achievers
C) Strivers
D) Experiencers
Marketers must know the needs and wants of their customers. Which of the following
presents the most accurate picture of the typical elderly consumer today?
A) Most are old, infirm, depressed, stay-at-home people who live a hand-to-mouth
existence.
B) Most are active, interested in what life has to offer, and are enthusiastic consumers
with the means and willingness to buy many goods and services.
C) Most live with their children, have little savings, and have an increasingly difficult
time adjusting to the changing technical world around them.
D) Most have refused government support and don’t trust anyone under 60.
Which of the following is NOT an element common to destructive consumer behaviors?
A) strong feelings of regret
B) feeling like there is no choice
C) feeling short-lived gratification
D) feeling in charge of life
Many ________ cultures stress the importance of a collective self, in which an
individual’s identity is derived in large measure from his or her social group.
A) Eastern
B) American
C) Western
D) European
Which of the following refers to the meanings we assign to sensory stimuli?
A) schema
B) semiotics
C) interpretation
D) perception
Which of the following best explains how a minority of a product’s users make up a
majority of sales of that product?
A) culture of participation theory
B) the 80/20 rule
C) positivism
D) role theory
A study found that women who engage in extensive information search and comparison
shopping were most likely to select which of the following metaphors to express their
perspective of time?
A) Time is a pressure cooker.
B) Time is a river.
C) Time is a map.
D) Time is a feast.
Vance comes from the lower-upper class, while Jeff comes from the lower-middle class.
They are both madly in love with Julia, who is beautiful enough to do part-time
modeling. According to the principle of ________, Julia is most likely to be attracted to
Vance.
A) elaborated codes
B) ascribed status
C) hierogamy
D) restricted codes
J. P. Stevens always looks perfect in his business suit. The colors are always right for
the season and prevailing style. His tie has the proper knot, he does not wear a tie-tac,
his handkerchief is the proper “two-fingers” above the pocket, and his socks and shoes
do not distract from his overall look. Which of the following does J. P. seem to be
adhering to with his “correctness”?
A) enacted behaviors
B) customs
C) mores
D) conventions
An individual may not process stimuli that are in some way threatening, or may distort
the meaning of a stimulus to make it less threatening. This type of perceptual filter is
called ________.
A) perceptual defense
B) perceptual vigilance
C) subliminal perception
D) adaptation
Kanisha is confronted with a strange set of products during her most recent visit to the
cosmetics counter at her favorite department store. Urban Grunge nail polish is “hot,
hot, hot” according to recent ads. Kanisha likes the idea of a new nail polish but is
unsure about the image that might be projected by the dull colors of the nail polish line.
With such names as Street Slime, Garbage Goo, and Trash Can, caution might be the
right move. Which of the following attitude functions most closelymatches Kanisha’s
purchase decision?
A) utilitarian function
B) elaboration function
C) ego-defensive function
D) knowledge function
Others who are present in a consumer’s physical and social environment when
purchases are made are called ________.
A) co-consumers
B) by-standers
C) purchase competitors
D) challengers
What is a social game? Is Angry Birds a social game? Why or why not?
Explain and give a brief example of symbolic self-completion theory.
A cultural system consists of three functional areas. What are they? Give a brief
explanation of each.
Using the chapter topics, discuss why an alternate reality game such as McDonald’s the
Lost Ring could be useful for targeting customers.
The body is adorned or altered in some way in every culture. Decorating the self serves
a number of purposes. According to information provided in the text, what are these
purposes? Provide an example of each. Which one of these purposes do you think is
most important to marketers? Explain.
For modeling behavior to occur during observational learning, four conditions must be
met. What are those conditions? Be specific in your description.
What are the six major psychological principles that can influence people to change
their minds or comply with a request? Be specific in your answer.