Some workers calling to raise money for a charity will purposely ask for more money
than the person on the phone is willing to give. They then ask for the lower, but normal,
contribution. The charity workers are attempting to create cognitive dissonance to their
own advantage.
a. True
b. False
Answer:
Ian discovers the apartment has run out of toilet paper. This is an example of necessity
recognition.
a. True
b. False
Answer:
Embarrassment is a social emotion driven by a concern for what others are thinking
about us.
a. True
b. False
Answer:
A drive is the same thing as a goal.
a. True
b. False
Answer:
If Lana wears red, flashy dresses because it says something about her lifestyle, then
Lana is exhibiting the ego-defensive function of attitudes.
a. True
b. False
Answer:
Involvement can be viewed as the consumer’s motivation to pay attention to and process
information about products.
a. True
b. False
Answer:
Marketers who interact with their customers on a regular basis, and not just at the time
of purchase, are most likely engaged in:
a. brand loyalty
b. psychographic segmentation
c. market segmentation
d. relationship marketing
Answer:
The Macah, a Native American tribe from the Northwest, built functional seagoing
canoes that are considered works of art by modern shipbuilders. By definition, these
boats would be considered ________.
a. art products
b. style and cultural icons
c. proto-typical products
d. craft products
Answer:
Veronica recently bought a new high-end BMW. One of the reasons she purchased it
was because she knew other people in her neighbourhood would be jealous of her. For
Veronica, the role of the BMW was:
a. individual distinguishing.
b. integrated status.
c. invidious distinction.
d. inspired differentiation.
Answer:
Claude cannot understand how hypocritical adults can besave the environment on one
hand, buy an SUV on the other. If only they could be more like him. This reflects a/an
theme of conflict.
a. autonomy
b. belonging
c. idealism
d. pragmatism
Answer:
Antonio owns a small menswear store located in downtown Winnipeg. He decides to
have a “$10 Off Sale” on every item in his store. When he totals his sales results for the
week, he finds that there was the greatest response to items under $50, and the least
response to items over $50. This is a demonstration of:
a. Porter’s Diamond.
b. Weber’s Law.
c. Maslow’s Hierarchy.
d. Pavlovian Conditioning.
Answer:
The halo effect can be explained in terms of the consistency principle.
a. True
b. False
Answer:
Georgio could not decide if it was worth trying to repair his ten-year-old VCR or buy a
new one. This is an example of an ________ conflict.
a. approach-avoidance
b. avoidance-avoidance
c. acculturation-avoidance
d. activation-approach
Answer:
Early adopters share many of the same characteristics as innovators, but an important
difference is the fact that they tend to shop in small boutiques that feature
as-yet-unknown designers.
a. True
b. False
Answer:
For subliminal perception to occur, the stimulus must be presented below the level of
the consumer’s awareness.
a. True
b. False
Answer:
Some reference groups are composed of idealized figures such as outstanding athletes,
entertainers, or even successful business people. While the consumer may have no
direct contact with such figures, their influence can be powerful because consumers
may be guided to the types of products used by people they admire (e.g., Nike and
Michael Jordan). Such reference groups are called:
a. ideological compound reference groups.
b. aspirational reference groups.
c. associative cluster reference groups.
d. approach-avoidance reference groups.
Answer:
Ben wanted to use the Fishbein model to measure attitudes toward a professional
hockey team. What would Ben have to do first to use this model?
a. Determine what salient beliefs people had toward professional hockey teams.
b. Determine the important attributes that would pertain to a professional hockey team.
c. Determine first what attitudes customers had toward the professional hockey team.
d. Determine whether some fans were more loyal than others.
Answer:
A typical antecedent state is product disposal.
a. True
b. False
Answer:
Mixed martial arts enthusiasts, Trekkies, and rally car enthusiasts are all members of
________. .
a. subcultures
b. microcultures
c. online communities
d. consumer groups
Answer:
When we come to like persons or things simply as a result of seeing them more often,
we explain the relationship by what is called:
a. proximity hypothesis.
b. frequency paradox theory.
c. similarity-difference comparison model.
d. mere exposure effect.
Answer:
An elaborate hand-carved olive salad bowl is an example of an art product.
a. True
b. False
Answer:
Claire’s hair and eyes are more central to her self-concept than her hands and toes. This
is a good example of which concept?
a. body image
b. body catharsis
c. body referent
d. body cathexis
Answer:
Simi Ghandi is never quite sure which brand of gum to buy. She tries some, likes some,
and rejects some. However, through a process of behavioural learning she does
remember those brands that taste good and make her mouth feel fresh. The problem is
that she cannot often remember the brands that are not so good and often repeats
purchasing mistakes. “Oh well,” says Simi, “gum buying is not that big of a deal
anyway.” Which of the following hierarchies would most appropriately describe Simi’s
situation?
a. experiential hierarchy
b. low-involvement hierarchy
c. habit hierarchy
d. cognitive hierarchy
Answer:
Shopping, club membership, sports, and social events are all illustrations of which of
the following lifestyle dimensions?
a. activities
b. interests
c. demographics
d. outcomes
Answer:
Now that cable and network stations carry more than 6000 television commercials
during a week, consumers may feel overwhelmed by the competition for their attention.
Their feeling is called attention dysfunction.
a. True
b. False
Answer:
People who tend to be sensitive about the opinions of others:
a. avoid asking to keep from being embarrassed.
b. are more persuaded by an attractive source.
c. reflect cheerfully and then decide.
d. consult a communicative interactive model.
Answer:
H.J.Heinz Co. markets different food products such as ketchup, pickles, and mustard,
all using the Heinz brand name. This is known as:
a. family branding.
b. synchronous branding.
c. common branding.
d. differentiated branding.
Answer:
Consumers may seek products that emphasize objective tangible attributes to satisfy
certain utilitarian needs.
a. True
b. False
Answer:
Shelly makes an excellent salary as a production manager for a large company. John has
lost his job and has been having a difficult time making ends meet. If Shelly and John
were looking to buy the same product, we would expect John to expend more effort
than Shelly in gathering information and looking at alternatives.
a. True
b. False
Answer:
If Xerox inflates the time it will take for a service rep to visit, then has the rep arrive a
day earlier, the customer will be suitably impressed. This is a technique that emphasizes
the use of ________.
a. overinflating.
b. undermanaging.
c. managing expectations.
d. overpromising.
Answer:
Lois was not pleased when she realized that the box of candies did not have as many in
it as it used to. When she compared the package to the previous package she had
bought, the changes were hardly discernible. This is an example of the use of Weber’s
Law.
a. True
b. False
Answer:
A ________ is a belief that some condition is preferable to its opposite.
a. moral
b. value
c. need
d. want
Answer: