According to the elaboration likelihood model of persuasion, if a consumer is not
involved with a message or lacks either the motivation or ability to process information,
the _____ route to persuasion will be followed.
a. central
b. peripheral
c. primary
d. relational
e. abstract
Which of the following is a lifestyle analysis technique that uses 66 different segments
as descriptors of individual households which are ranked according to socioeconomic
variables?
a. VALS
b. CPM
c. ANOVA
d. PRIZM
e. PERT
Which of the following is true of the experiential decision-making perspective?
a. It assumes that consumers follow a “think-feel-do” hierarchy in making decisions.
b. It assumes that consumers’ decision-making involves extensive cognitive effort.
c. It assumes that consumers’ decision-making processes merely focus on utilitarian
value.
d. It assumes that consumers’ behaviors are based largely on the sheer enjoyment
involved with consumption.
e. It assumes that consumers derive value from the end result of their decisions and not
the experience.
The societal expectations for men and women among members of a cultural group are
referred to as _____.
a. gender sanctions
b. gender identification
c. gender socialization
d. sex roles
e. sex ratios
Clark Mathews is a college student and has been hired by a consumer research firm to
help a pizza restaurant learn more about the college market. Part of his job entails
hanging out with other students and observing how they decide when to order pizza,
which pizza restaurants they order from, how they eat it, and what they do with the
leftovers, if any. Clark learned from his observations that some students like to put
French dressing on their pizza, which led the pizza restaurant to advertise and offer the
dressing with orders. Which interpretive orientation does this best illustrate?
a. Ethnography
b. Quantitative research
c. Correlation
d. Experimentation
e. Surveys
Which of the following refers to the removal of bad stimuli as a way of encouraging
behavior?
a. Continuous reinforcement
b. Negative punishment
c. Negative reinforcement
d. Positive reinforcement
e. Positive punishment
Holly works as an attendant on international flights. Sometimes, despite being tired and
grumpy, she has to remain kind, helpful, and upbeat on her job. Being an attendant
requires that she does not give vent to her emotions. Holly’s efforts at managing her
emotions are an example of emotional _____.
a. flow
b. labor
c. contagion
d. consistency
e. fabrication
IMMIGRANT SCENARIO
Anita, a second-generation-Asian immigrant, just started college. A self-assured girl,
she displays none of the self-conscious traits one usually sees in her parents. Unlike
Anita, her parents have had it tough with only enough money to make both ends meet.
Till the time Anita was born, they could not afford to live in any of the respectable
residential neighborhoods. Some of the neighborhood authorities make it mandatory for
aspiring residents to submit details like age, ethnicity, sex, occupation, income, region,
religion, and gender. Anita has always seen her parents juggle between two world-views
whenever they had to make up their minds as they try to negotiate between a perceived
sense of guilt for their native country and a perceived sense of loyalty for the host
country. Despite their insistence that she joins an Asian community, Anita joined Delta,
a sorority for geometry lovers. She has always been passionate about geometry and her
membership to Delta, not only defines her on-campus personality, it makes her “cool”
in front of her other peers. Refer to Immigrant Scenario. Anita joined Delta, a sorority
for geometry lovers. She has always been passionate about geometry and her
membership to Delta, not only defines her on-campus personality, it makes her “cool”
in front of her other peers. Which of the following terms best describes Anita’s decision
to join Delta?
a. Isolation
b. Acculturation
c. Emergence
d. Divergence
e. Resurgence
Which of the following is considered a part of the consumer’s personality?
a. Memory
b. Attitude
c. Intuition
d. Categorization
e. Personal values
The _____ principle motivates a person to focus on maximizing pleasure and
minimizing pain.
a. self-actualization
b. reality
c. benefit
d. utilitarian
e. pleasure
The idea that when someone does a good deed for you, you are expected to return that
good deed is known as _____.
a. renquing
b. kaizen
c. guanxi
d. nemawashi
e. mottainai
Which self-concept refers to how a consumer currently perceives him- or herself?
a. Ideal self
b. Actual self
c. Possible self
d. Social self
e. Extended self
Which of the following refers to a “variable-centered” approach that focuses on
particular variables, or traits, that exist across a number of consumers?
a. Deontological perspective
b. Hedonic perspective
c. Nomothetic perspective
d. Idiographic perspective
e. Utilitarian perspective
Bob spends most of his leisure time playing online games. He feels happy and satisfied
only after he “beats” his online friends in a game. Which consumer behavior trait does
Bob display?
a. Innovation
b. Frugality
c. Materialism
d. Competitiveness
e. Need for cognition
A consumer’s perceived current state is also known as his or her _____ state.
a. desired
b. ideal
c. actual
d. social
e. compatible
According to the expectancy/disconfirmation theory, when performance perceptions do
not meet expectations, _____ occurs.
a. confirmation
b. positive disconfirmation
c. neutral disconfirmation
d. negative disconfirmation
e. satisfaction
The acting out of a decision to give something up in return for something of greater
value is known as _____.
a. exchange
b. touchpoint
c. differentiation
d. showrooming
e. alternative evaluation
Sarah had to close her account on an online social networking site after repeated
attempts by some of her classmates to sully her reputation with regular postings of
unwarranted and unflattering details of her personal life. The behavior of her classmates
can be best described as _____.
a. phishing
b. identity theft
c. cyberbullying
d. spamming
e. web spoofing
Which of the following represents the tendency for consumers to focus on maximizing
what is received from a transaction as compared to what is given?
a. Materialism
b. Self-monitoring
c. Frugality
d. Bargaining proneness
e. Value consciousness
Cullen and MacNeil’s is a well-known store that sells writing material. The company
faces strong competition from the electronic media. If the company thinks of itself
merely as a paper company instead of a company that delivers the benefits users want,
it could be taking a short-sighted view of its business. That is, Cullen and MacNeil’s
could suffer from _____.
a. brain drain
b. cognitive dissonance
c. marketing disconnect
d. marketing myopia
e. product devaluation
Which of the following concepts are used in social judgment theory to explain attitude
change?
a. Central route and peripheral route
b. Latitudes of acceptance and latitudes of rejection
c. Utilitarian function and hedonic function
d. Sentiment relations and unit relations
e. High involvement and low involvement
Expectations that a consumer forms regarding what he or she thinks should or ought to
happen given the level of work that he or she has put into the experience are called
_____ expectations.
a. ideal
b. relative
c. equitable
d. predictive
e. normative
Americans who were born before 1928, and whose lives and values were shaped very
much by World War II and post-war experiences, belong to the _____.
a. greatest generation
b. Baby Boomers
c. Generation X
d. Millennials
e. Generation Y
Which of the following generational microcultures is also referred to as the “latchkey”
kids?
a. Greatest generation
b. Silent generation
c. Baby Boomers
d. Generation X
e. Millennials
Disgust evokes a(n) _____ response.
a. approach
b. freeze
c. avoidance
d. startle
e. fight
A culturally defined group to which a consumer belongs based on resources like
prestige, income, occupation, and education is known as a social _____.
a. cohort
b. norm
c. network
d. order
e. class
Which of the followingrepresents the commonly held societal beliefs that define what is
socially gratifying within a specific society?
a. Consumer network
b. Consumer advocacy
c. Consumer culture
d. Consumer awareness
e. Consumer base
Which of the following refers to cognitive components that represent facts in an
associative network?
a. Declarative knowledge
b. Prospective knowledge
c. Episodic knowledge
d. Procedural knowledge
e. Semantic knowledge
According to which of the following laws, the capacity limit for the workbench
memory is between three and seven units of information?
a. Skinner’s law
b. Pavlov’s law
c. Miller’s law
d. Baddelay’s law
e. Maslow’s law
Disney tries to create a magical experience for guests visiting its resorts. The company
knows that positive emotions can become stored as part of the meaning visitors have for
Disney. Disney wants its customers to feel happy when they think of Disney resorts.
This indicates that Disney is trying to create _____.
a. emotional contagion
b. schema-based affect
c. cognitive dissonance
d. non-conscious affect
e. affective resonance
Which of the following best describes conspicuous consumption?
a. It refers to the conscious decision to reduce one’s material consumption.
b. It refers to the tendency of a consumer to engage in bargaining behaviors while
making purchases.
c. It refers to the tendency of a consumer to exhibit restraint while making purchase
decisions and using resources.
d. It refers to the tendency of consumers to focus on maximizing what is received from
a transaction as compared to what is given.
e. It refers to a tendency of the wealthy to flaunt their material possessions as a way of
displaying their social class.
FAST FOOD SCENARIO
Daniel, an entrepreneur, is planning to open a fast-food restaurant. He wants to cash in
on the huge population of busy professionals who usually don”t have the time for a
sit-down meal. They prefer instead to grab a bite on the go. Daniel has done his fair
share of research, and he found that though fast-food restaurants cater to the need for a
quick bite, consumers feel guilty of indulging in what they thought was “unhealthy.”
Daniel conceptualized a place that will offer a quick bite as a healthy alternative, so
consumers would not have to suffer from guilt. Daniel is looking at establishing a
long-term relationship based on trust with his customers.
Refer to Fast Food Scenario. Busy professionals, who usually don”t have the time for a
sit-down meal, prefer to grab a bite on the go; even when it means indulging in
unhealthy food habits. This is an example of _____ influence on consumer behavior.
a. tangential
b. internal
c. situational
d. intellectual
e. personal
Sarah is a member of a book club. The members meet every Saturday for book reading
sessions. All the members except Sarah, drink Coke as they read. During one such
session, Sarah was offered a bottle of Coke by a member. Instead of refusing, she gladly
accepted it and enjoyed the drink. Which type of reference group influence is most
likely to account for Sarah’s consumption of coke?
a. Normative influence
b. Informational influence
c. Coercive influence
d. Value-expressive influence
e. Utilitarian influence
The term Chindia refers to the combined market and business potential of China and
India.
Which of the following is an example of consumer misbehavior?
a. Eating disorders
b. Problem gambling
c. Compulsive shopping
d. Binge drinking
e. Cyberbullying
All things equal, a consumer is more likely to pay attention to stronger stimuli than to
weaker stimuli.
Jane is a tomboy and aspires to become a mechanic. She wants nothing to do with her
friends’ Fashion Club. Jane considers this club to be an aspirational group.
If the relationship with the brand is strong, accepting negative information diminishes
the consumer’s self-concept.
Sara is married to an English media baron. She drives an expensive Lexus, wears
designer clothing, and sends her children to an exclusive private school to display her
family’s social class to others. Sara’s tendency to flaunt her material possessions as a
way of displaying her social class can be described as conspicuous consumption.
Time pressure shapes the value consumers perceive in products by influencing both
quality and price perceptions.
PANAS measures of emotions include physiological responses such as sweating, heart
rate, and brain imaging which can document activity in areas of the brain.
Internal factors within the consumer powerfully influence the comprehension process.
The foot-in-the-door technique is based on the reciprocity norm, which states that
individuals are motivated to give back to those who have given them something.
Trashing cuts down on garbage while providing raw materials for other new products.
Alternatives that are deemed to be unacceptable for further consideration in decision
making comprise a consumer’s inert set.
The concept of core societal values (CSV) is based on the assumption that members of
a culture tend to have different values and world views even though they belong to the
same culture.
Subliminal processing refers to the way in which consumers can be influenced without
their brains sensing exposure to any kind of stimuli.
Define situational influences. How do situational influences change a consumer’s
perception of value? Explain the three categories of situational influences.
Product categories are mental representations of stored knowledge about groups of
products.
Lifestyles are completely determined by personality.
Consumers scoring high on the attention to social comparison information (ATSCI) trait
are generally not concerned about how other people react to their behavior.
The attitude-toward-the-object (ATO) model combines information about a number of
beliefs and evaluations pertaining to an object’s attributes.
Under conditions of low competitive intensity and high switching costs, dissatisfied
consumers are almost certain to switch.