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_____provide a tangible explanation for the existence of intangible cultural categories.
a. Cultural values
b. Consumer products
c. Advertisements
d. Language
e. Cultural categories
Subcultures provide opportunities for marketers to segment society into more
manageable groups.
a. True
b. False
Spending $100 on groceries seems like a lot of money to a poor person and like little
money to a wealthy person.
This statement represents what concept?
a. Reference dependence
b. Preference reversal
c. The sunk cost effect
d. The law of large numbers
e. Invariance principle
A sign at the park reads, "Help keep this park clean- Please do not allow your dog in the
playground are
a." This is an example of a(n):
a. custom
b. crescive norm
c. enacted norm
d. convention
e. ritual
W. Lloyd Warner focused on a social structure that centered on _____.
a. tradition
b. education
c. income
d. community respect
______ consists of all of the brands a person will consider purchasing.
a. Evoked set
b. Brand recall set
c. Consideration set
d. Primary decision set
e. Brand awareness set
What kind of online ad runs vertically down the size of a website page instead of across
the page?
a. skyscraper
b. pop-up
c. interstitial
d. superstitial
e. banner
Consumers are more likely to buy ground beef described as 75% lean as opposed to
25% fat. This is an example of which phenomenon?
a. Attraction effect
b. Compromise effect
c. Preference reversal
d. Framing effect
e. Endowment effect
All attitudes have direction and extremity.
a. True
b. False
Which of the following statements about variety seeking is true?
a. While variety seeking is prevalent, research shows that a person will typically not
engage in variety seeking when he/she knows a new brand choice will be less satisfying
than the current brand choice.
b. Variety seeking is less common for parity products.
c. The introduction of new low involvement product categories can encourage variety
seeking behavior.
d. Consumers engage in more variety seeking when they purchase a product for
themselves versus when they purchase for others.
e. None of the above statements about variety seeking is true.
Research has shown that regulatory focus is not influenced by culture.
a. True
b. False
Thin slice inferences are more accurate for questions having subjective answers.
a. True
b. False
Which of the following terms does not describe internet marketing?
a. online marketing
b. web marketing
c. direct marketing
d. e-marketing
Social class is defined as the overall standing a consumer occupies in society based on
characteristics valued by others.
a. True
b. False
Discrepancy-interruption theory of emotion explains the misattribution and transfer of
arousal that comes with emotion.
a. True
b. False
According to Malcohn Gladdwell, author of the Tipping Point, what key influencers are
hooked into and span several social groups?
a. Alphas
b. Opinion leaders
c. Mavens
d. Salesmen
e. Connectors
Sally buys a painting at a garage sale for $25. A houseguest sees the painting hanging in
Sally's house and offers to buy the painting from her for $50. Sally does not want to sell
the painting despite the fact that she would never pay this much for a similar painting.
a. sunk cost effect
b. endowment effect
c. compatibility principle
d. brand positivity effect
e. None of the above is correct.
A company's sales records represent primary data.
a. True
b. False
The commitment and consistency principle is the cornerstone of all social influence.
a. True
b. False
Which of the following statements best matches the fashion system? The fashion
system:
a. is limited to clothing and body adornment.
b. takes new styles of clothing, music, etc., and associates them with established
cultural categories and principles.
c. passes on rules from the culturally constituted world to consumer products is via
conservative tradition.
d. eliminates cultural meaning by disregarding opinion leaders who modestly shape and
refme existing cultural principles and categories.
e. is the idea that helps guide the construction of cultural categories.
Which of the buzz generating techniques discussed in your readings provides a deep
level of product interaction for the consumer while providing the marketer with
marketing research information?
a. hnitation evangelism
b. Stealth campaigns
c. Consumer generated advertising
d. Product pushing
e. All of the above are correct.
Subsistence consumers are wealthy in______.
a. money
b. access
c. education
d. community relationships
