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How does a mental process become automatic?
a. Practice
b. Experimentation
c. Thinking about the process
d. Watching others perform the process and learning vicariously
e. We are born with all of our automatic mental processes.
Information search is greater and information search costs are higher in online (vs.
off-line) envirornments.
a. True
b. False
Exchange is a ritual that helps affrrm or revise cultural meaning.
a. True
b. False
Which of the following is not an example of high intrinsic variety seeking?
a. Trying a new brand because you are curious about it
b. Switching brands because you are bored with your old brand
c. Trying a new brand because your store is out of the brand you usually purchase.
d. Switching brands because it is fun to shop and try new products
e. All of the above are instances of high intrinsic variety seeking.
The truth effect supports the contention that repetition of our brand messages is a good
strategy.
a. True
b. False
Due to thin slice theory, people often mimic or imitate other people during social
interactions.
a. True
b. False
Nonevaluative judgments are referred to as beliefs.
a. True
b. False
When a web site is organized by customized options, this encourages what type of
choice strategy?
a. Compensatory
b. Assimilated
c. Contingency
d. Balanced
e. Non-compensatory
The manner in which products are displayed on a grocer shelf has little effect on
consumer choice when consumer attitudes are highly accessible from memory. This
hypothesis is most consistent with which theory?
a. Theory of Reasoned Action
b. Information Integration Theory
c. MODE Model
d. Expectancy Disconfirmation Model
e. Dissonance Reduction Model
The practice of advergaming is an example of what marketing tactic?
a. Product pushers
b. Imitation evangelism
c. Stealth marketing
d. Celebrity endorsements
e. Product placement
Kelly is described by her friends as smart, shy, ambitious, and dramatic. These traits
represent Kelly's:
a. surgency
b. intellect
c. personality
d. locus of control
e. level of self-monitoring
_____is the measurement of lifestyle, typically defmed in terms of activities, interests,
and opinions.
a. Demographics
b. Ethnographies
c. Psychographies
d. Polygraphics
e. Geo-demographics
Balance theory is based on the premise that individuals have a psychological desire to
have harmony between triads of elements, such as a message object, a message sender,
and a receiver.
a. True
b. False
Which of the following statements about the framing effect is false?
a. The framing effect violates the invariance principle.
b. In the framing effect, preferences are said to have "reference dependence."
c. When people think of decisions in terms positive outcomes they tend to be risk
seeking.
d. The framing effect can be seen across a wide variety of decision contexts.
e. The framing effect can cause preference reversals.
The decisions regarding how consumers control their physical appearance and
surroundings comprise a person's:
a. extended self
b. aligning activity
c. appearance management
d. locus of control
e. None of the above are correct.
The lexicographic heuristic involves setting a minimum acceptable cutoff level for each
attribute and selecting the first alternative that meets the minimum standard for all
attributes.
a. True
b. False
Consideration sets are always formed at point of purchase.
a. True
b. False
Demographic bases for segmenting consumer markets include customers' vital
population statistics, such as age, gender, income, and education.
a. True
b. False
E-tailers are more successful if they primarily sell _____, rather than _____or______.
a. search goods, experience goods; information goods
b. search goods, experience goods, credence goods
c. experience goods, credence goods, online products
d. credence goods, experience goods, search goods
e. online products, information goods, search goods
Why do consumers often fail to maximize expected value, leading to choices they later
regret?
Based on discussion of the motivation process discussed in your readings, diagram the
steps of the motivational process.
Define product placement and explain in what type of media product placement is
found.
Define brand personification and brand anthropomorphism, and provide an example in
marketing for each.
What are the four major factors that drive the Liking Principle?
Draw on the automaticity principle to explain Langer et al.'s (1978) findings depicted
below:
How does the availability heuristic influence how consumers make predictions about
products?
Identify and describe 3 examples of segmentation based on demographics.
What factors increase intrinsic motivation and self-determination?
Imagine you work for an advertising agency, and Target Stores Inc., the well-known
national retailer, is your client.
They have come to you for a new television advertisement. Specifically, Target is
interested in using the social influence principle of social validation in the campaign.
Given this, provide an example of what this advertisement might look like (i.e., a
discussion of theme and/or tactic that clearly shows you know what social validation
principle is and how to apply it in advertising).
