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According to discrepancy-interruption theory, discrepancies are arousal producing.
a. True
b. False
Product placements are never placed in movies for free.
a. True
b. False
According to your readings, who is the highest paid athlete endorser in the U.S.?
a. Venus Williams (terrnis)
b. LeBron James (basketball)
c. Jeff Gordon (auto racing)
d. David Beckham (soccer)
e. Tiger Woods (golf)
When Jim flies horne from school for break, he always chooses the cheapest flight
possible. He feels this is the most important attribute of ticket purchase. (He doesn't
care about carrier or flight time.) This is an example of what type of heuristic thinking?
a. The lexicographic heuristic
b. A disjunctive heuristic
c. The attitude heuristic
d. A elimination-by-aspects heuristic
e. A peripheral cue heuristic
Market aggregation is the opposite of market segmentation.
a. True
b. False
Fill in the missing step in the uncertainty-reduction process of consumer decision
making:
--product-market perception
-- consideration of a subset of brands
-- choice of one brand from the consideration set
a. Variety seeking
b. Information search
c. Cluster formation
d. Bounded rationality
e. Consumption experience
Which of the following statements about the concept of loss aversion, as it relates to the
framing effect, is true?
a. Loss aversion implies that losses have a bigger impact on people, relative to
equivalent gains.
b. People tend to overestimate the likelihood of very small probabilities.
c. Loss aversion can violate the dominance principle.
d. Loss aversion implies that marketers should aggregate loses for customers.
e. All of the above statements are true.
Consider the mobility of cultural meaning process discussed in your readings. What
station is missing?
Station 1: Culturally Constituted World
Station 2:?
Station 3: Individual Consumers
a. Exchange rituals
b. Fashion system
c. Language
d. Consumer products
e. Values
Which of following statements about dual-process models of persuasion is false?
a. The elaboration likelihood model is the most famous example of a dual-process
model of persuasion.
b. The elaboration likelihood model suggests there is one primary route to persuasion
and a second route for counterarguing.
c. The peripheral route is considered a low involvement route.
d. The systematic route is considered a high involvement route.
e. The systematic route and the central routes are synonymous.
Organizations that market products or services often study consumer behavior in order
to improve business performance.
a. True
b. False
Which buzz generating technique leverages a firm's customers to generate advertising
and create buzz?
a. hnitation evangelism
b. Stealth campaigns
c. Consumer generated advertising
d. Product pushing
e. Fake shoppers
Research on the framing effect shows that decision makers are risk averse when they
focus on _______and risk seeking when they focus on _______.
a. gams; gams
b. gains; losses
c. losses; gains
d. losses; losses
e. None of the above is correct.
The price segmentation model divides customers into four broad categories based on
the customer's "perceived pain" of paying a high price and the "perceived value" of
product differentiation. A customer who is in a "Value Segment" is best characterized
by which of the following?
a. This customer wants the lowest price and will not make trade-offs for value-added
product benefits. Getting the lowest price is the priority.
b. This customer wants both the lowest price possible and the largest combination of
value-added product benefits. This person "wants it all" and will search for the best
combination.
c. This customer is less concerned with price and wants to have a high level of product
differentiation.
d. This customer is not overly concerned with price or value-added product benefits, but
is mainly concerned with minimizing product search and evaluation.
e. This customer is highly brand loyal, perceiving value in his/her favorite brand, and
will pay any price for that favored brand.
Search costs are lower in online environments than in offline environments, such as the
grocery store.
a. True
b. False
Which of the following factors does not potentially cause preference reversal:
a. singular vs. comparative evaluation
b. the compatibility principle
c. the framing effect
d. the sunk cost effect
e. All of the above potentially cause preference reversals.
Consumer behavior researchers are interested in consumer responses. These responses
primarily include which of following:
a. thoughts, beliefs, and cognition
b. feelings, emotions, and attitudes
c. motivation and behavior
d. emotions, cognition, and behavior
e. researchers are really only concerned with behavior
Lisa is very picky about her peanut butter. She believes that the brand she buys tastes
much better than any other brand on the market. Lisa is clearly:
a. high in brand loyalty
b. high in brand laziness
c. high in intrinsic variety seeking motivation
d. high in extrinsic variety seeking motivation
e. high in situational involvement
