Tyler decided to restore a 1956 Ford. When he started, he wasn’t sure where he could
find certain parts and product information. He rapidly found that there was an entire
group of people who restored classic Fords. Tyler has been introduced into a subculture.
Justin is in charge of promoting a product that most of his customers perceive as a
low-involvement product. He created a TV ad and aired it over and over. His colleague
Beth questioned his strategy, saying that the repetition would create a negative reaction
to the product. According to the mere exposure phenomenon, Beth is likely to be
proven wrong.
The original opinion leadership framework of an influence network has been largely
displaced by the two-step flow model of influence.
Measures of consumer confidence can help marketers predict how much money
consumers will pump into the economy through discretionary purchases.
Discretionary income is the money available to a household over and above that
required for a comfortable standard of living.
Research suggests that some consumer behaviors can be explained by a productivity
orientation, a continual striving to use time constructively.
The communications model requires a source and a message, but receivers of the
message are not part of the model.
Putting more and more people into the same marketing space will increase arousal in
customers. This can be seen as either positive or negative, depending upon each
customer’s interpretation of this arousal.
Hofstede’s Dimensions of National Culture organizes cross-cultural values based on
power distance, individualism, masculinity, uncertainty avoidance, long-term
orientation, and indulgence.
The field of ________ examines the correspondence between signs and symbols and
their role in the assignment of meaning.
A) semiotics
B) psychophysics
C) Gestalt theory
D) hyperreality
The process by which people select, organize, and interpret sensory information is
called ________.
A) reception
B) awareness
C) perception
D) sensation
A person in the middle class, but with an income at least 15 percent lower than the
median for the middle class, would be known as a(n) ________ consumer.
A) underprivileged
B) invidious
C) restricted
D) conspicuous
Which dimension of psychological time includes the categorization of “time for me”?
A) temporal orientation dimension
B) planning orientation dimension
C) social dimension
D) polychronic dimension
Which term refers to a piece of information triggering a sequence of interactions?
A) information cascade
B) media multiplexity
C) information networking
D) influence impression
Les just bought a megaphone of root beer. As he drinks from the giant cup, he
eventually becomes full. One of his friend’s comments, “If you don’t stop drinking that
stuff, you will get sick.” Les replies, “Hey, I bought it, and I am not going to waste one
drop of it.” Les’s behavior could best be described by which of the following mental
biases?
A) loss aversion
B) hyperopia
C) risk positioning
D) the sunk-cost fallacy
According to the two-factor theory, the net effect of being exposed repeatedly to the
same message is a combination of ________.
A) argument and counter-argument
B) learning and tedium
C) compliance and non-compliance
D) affect and cognition
Kent, a college student, is a loyal Coca-Cola drinker. He averages about six Cokes a
day. He even prefers Coke to water. However, today when he passed a vending machine
in his dorm, he bought a new flavor of soft drink called Big Red. Which of the
following most accuratelyexplains his behavior, given the facts about Kent’s previous
behavior?
A) Kent is variety seeking.
B) Kent is brand switching.
C) Kent is involved in cognitive decision-making.
D) Kent is influenced by peer pressure.
According to a study on timestyles, which of the following is a fast country?
A) Syria
B) Mexico
C) Brazil
D) Ireland
Which of the following is NOT one of the four conflicts common to all teens identified
by Saatchi & Saatchi advertising agency?
A) growth versus restriction
B) autonomy versus belonging
C) idealism versus pragmatism
D) narcissism versus intimacy
Raymond Chandler wrote classic American detective stories. By always using certain
roles for his characters and props that were appropriate to the genre, Chandler’s novels
followed a(n) ________.
A) cultural formula
B) enacted norm
C) fashion cycle
D) innovation process
________ defines a pattern of consumption reflecting a person’s choices on how he or
she spends their time and money.
A) Lifestyle
B) Habitus
C) Social class
D) Cultural capital
According to the basic ABC model of attitudes, ________ refers to the beliefs a
consumer has about an attitude object.
A) affect
B) conditions
C) approval
D) cognition
Consumers who are ________ love buying everything in sight.
A) frugal
B) price-sensitive affluents
C) spendthrifts
D) socially stratified
M-commerce most likely takes place through ________.
A) cell phones
B) billboards
C) radio satellite
D) TV
Organizing music using Spotify or another similar application enables users to listen to
music virtually anywhere and across multiple devices. This is an example of the
________ determinant of diffusion.
A) relative advantage
B) observability
C) compatibility
D) trialability
Tracy buys Eight O’Clock coffee because it reminds her of her grandmother, who
always purchased this brand. Tracy has a(n) ________ type of relationship with the
product.
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love
“Casual Fridays” in American workplaces encourage the expression of a person’s
________.
A) virtual self
B) dual self
C) cultural self
D) unique self
Measuring memory for marketing stimuli is often difficult. Discuss the differences
between recognition and recall. Give examples of methods for testing each form. Which
one is thought to be the more reliable measure of memory?
Gradually changing the package of a product that depends heavily on brand loyalty can
be successful if each change is minor. Over the course of a year or more the package
may change totally in appearance without offending or confusing brand loyal
customers. What factors contribute to forgetting and allow this marketing strategy to
work?
Attitude researchers have developed the concept of a hierarchy of effects to explain
ways to study attitudes and their formation. List and briefly describe each of the three
hierarchies that were presented in the chapter. Be explicit with your description.
What are the two types of purchase decisions made by families? Indicate the common
practice within families with respect to these decisions and give an example of each
form.
How does online social networking magnify word-of-mouth communication?
Describe the basic premise of motivational research and how it might be conducted.
What is the capacity of short-term memory? Comment and explain.