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OIL CHANGE MINI CASE: Mr. Greasy is a national car care chain that specializes in
providing routine services like oil changes and safety inspections. It advertises
nationally, particularly around Memorial Day, Independence Day, and Labor Day,
when it runs an advertising blitz to encourage drivers to bring their cars in for a check
up before holiday road trips. Mr. Greasy's advertisements emphasize the importance of
changing a car's oil regularly in order to prevent costly engine failure. Its stores are
recognizable from the road by their gray and yellow color schemes. To encourage
brand loyalty, Mr. Greasy offers customers reward cards that customers get stamped
every time they get an oil change, and can receive the sixth oil change free after the
purchase of the first five. Fast Oil, a North Carolina chain that offers the same kind of
services, paints its stores black and yellow in an effort to appear like Mr. Greasy stores
and benefit from Mr. Greasy's extensive advertising. Thus many customers have
developed positive perceptions of Mr. Greasy, note Fast Oil's store color, and mistake
Fast Oil stores for Mr. Greasy stores.
In the OIL CHANGE MINI CASE, Mr. Greasy's advertising relies on which of the
following elements of instrumental conditioning?
A) positive reinforcement
B) product category extension
C) product form extension
D) product line extension
E) negative reinforcement
Answer:
________ enables senders to separate consumers with similar characteristics and
response styles into different groups so they can create specific messages for each target
group and to run the messages in specific media that are seen, heard, or read by the
relevant target group.
A) Perception
B) A universal appeal
C) Mass marketing
D) Exposure
E) Segmentation
Answer:
The ________ is designed to account for cases in which the action or outcome is
desired but not certain, and reflects the consumer's attempts to consume, whether or not
they are successful.
A) theory-of-reasoned-action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model
Answer:
Which of the following is NOT one of the elements of social media?
A) Profiles let consumers tell others about themselves.
B) Friends are trusted members of the social network.
C) Groups within social networks help users find people with similar interests.
D) Social networks create interactions among group members via discussion boards and
content sharing.
E) All of the above are elements of social media.
Answer:
If a cell phone company, Mobile Power, offers a warranty on their phones as an
assurance their phones will perform as expected, it is likely an attempt to help mitigate
consumers' perception of ________.
A) functional risk
B) financial risk
C) psychological risk
D) social risk
E) physical risk
Answer:
In order to assess whether respondents like a message, understand it correctly, and
regard it as effective and persuasive, researchers generally use ________.
A) psychological noise
B) interpersonal feedback
C) perceptual defense
D) attitudinal measures
E) impersonal messages
Answer:
Social Comparison Theory suggests ________.
A) power is related to the amount of economic assets an individual has
B) wealth is related to the degree of influence over others an individual has
C) social stratification is only present in materialistic societies, as has been the case
throughout the history of human existence
D) individuals compare their own material possessions with those owned by others in
order to determine relative social standing
E) belonging to a given social class is no longer reflected in differences in values,
attitudes and behaviors
Answer:
Cigarette marketers must use ________ carefully because some research indicates the
higher their intensity, the less likely they are to persuade the consumer.
A) comparative appeal
B) fear appeal
C) humor appeal
D) negative frame
E) timeliness appeal
Answer:
TOASTER MINI CASE: Ruth's son is five years old. He recently saw a TV commercial
for Kool-Stuf toaster pastries that showed Oreo cookies going into a toaster and
popping out as Kool-Stuf pastries. He proceeded to put Oreo cookies into the toaster in
his kitchen at home and, when they didn't pop out, tried to get them out with a pair of
scissors. Ruth feels that the advertisement is dangerous and should be changed.
In the TOASTER MINI CASE, which of the following is most likely true of Ruth's
son?
A) He is better-equipped to differentiate between ads and regular programming, even if
characters from the show he is currently watching appear in the ad.
B) He is more likely than an adult to imitate the behavior he sees in an advertisement.
C) He is likely to see significantly fewer ads for snack foods aired during his
programming than does the average adult.
D) He is likely to be more skeptical of advertising than an adult would be.
E) He will always recognize the difference between factual claims and puffery in
advertising.
Answer:
While Julia is watching television, she is faced with the clutter of nine successive
commercial messages during a program break. The marketer who is running the second
ad in the series is unlikely to communicate effectively with Julia because the other eight
ads are ________.
A) selective exposure
B) symbolic noise
C) psychological noise
D) informal noise
E) figurative noise
Answer:
Research has shown that 25 percent of beer drinkers account for about 75 percent of all
beer consumed. This is an example of a justification for ________ segmentation.
A) benefit
B) usage rate
C) psychographic
D) lifestyle
E) usage-situation
Answer:
If you usually listen to the 6 o'clock news while waiting for dinner to be served, you
would tend to associate the news with dinner, and eventually the sound of the 6 o'clock
news alone might cause your mouth to water even if dinner was not being prepared.
This is known as ________.
A) instrumental conditioning
B) classical conditioning
C) conditional learning
D) behavioral learning
E) perceptual learning
Answer:
Which of the following is NOT a dimension measured in the SERVQUAL scale?
A) reliability
B) responsiveness
C) assurance
D) empathy
E) ignorance
Answer:
Which of the following is NOT a way to overcome psychological noise?
A) Repeat the ad several times.
B) Use contrast in communications.
C) Customize messages to customers with digital technologies.
D) Use effective positioning and offer a unique value proposition.
E) All of the above are ways to overcome psychological noise.
Answer:
FAST FOOD MINI CASE: Speedy Taco is a tex-mex fast food chain that keeps costs
down by only serving its food through drive-through windows. In response to increasing
concern about obesity in America, Speedy Taco introduced the Speedy Chicken, a
grilled chicken taco, as a healthy alternative to its tasty all-beef Speedy Taco. In
addition to chicken and beef tacos, Speedy's menu also includes Speedy Burritos and
Speedy Mexican Pizzas. Hoping to capitalize on the popularity of the Speedy brand,
Continental Foods pays a fee to Speedy Taco in return for the ability to put the Speedy
name on its line of salsa and tortilla chips sold to consumers through grocery stores. To
entice consumers to try its salsa and chips, Continental Foods set up sampling booths
at the front of the chip-and-dip aisles at grocery stores nationwide. Consumers that
sampled the chips and salsa were given coupons toward the purchase of Continental
Foods' Speedy Salsa and Speedy Tortilla Chips. Continental also printed a discount
coupon for salsa on the back of every bag of tortilla chips.
In the FAST FOOD MINI CASE, Speedy Taco's practice of selling Speedy Tacos,
Speedy Burritos, and Speedy Mexican Pizzas, all under the same Speedy brand name, is
known as ________.
A) family branding
B) stimulus generalization
C) product form extension
D) licensing
E) brand loyalty
Answer:
A __________________ score increases as the Twitter starts conversations and inspires
social actions.
A) heuristic
B) key informant
C) self-designated
D) sociometric
E) Klout
Answer:
Francis gets a free sandwich after she purchases nine sandwiches at Subway. This is an
example of a ________ reward schedule.
A) systematic
B) variable ratio
C) random
D) fixed ratio
E) continuous
Answer:
Consumers subconsciously screen out stimuli that they find psychologically
threatening, even though exposure has already taken place. This is consistent with the
perception factor of ________.
A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual differentiation
E) perceptual organization
Answer:
________ is/are the immediate and direct response of the sensory organs to stimuli.
A) Sensory receptors
B) Sensation
C) Sensory input
D) Sensory adaptation
E) Sensory blocking
Answer:
Attitudes toward online shopping are a function of all of the following EXCEPT
________.
A) purchase convenience
B) information abundance
C) service quality
D) promotions
E) homepage design
Answer:
________ are the channels for transmitting communications.
A) Receivers
B) Senders
C) Noise
D) Media
E) Frames of reference
Answer:
Contemporary qualitative consumer research grew out of ________
A) the belief that consumers generally select those products and services that give them
the highest satisfaction
B) the belief that consumers generally select those products and services that carry the
lowest cost
C) the belief that consumers always know what they want
D) the belief that consumers always understand why they do the things they do
E) the rejection of the belief that consumer marketing was simply applied economics
Answer:
BZZAGENT MINI CASE: BzzAgent is a word-of-mouth marketing agency that runs
brand advocate programs for global brands. It recently partnered with a company to
pair its social media and word-of-mouth insights with shopper loyalty data. The results
indicated that consumers who were making repeat purchases were also more engaged
and created a higher volume of advocacy. The information from this study is important
to marketers, who are trying to find ways to engage advocates and influencers,
especially via social media. Marketers are trying to figure out the characteristics of
individuals who are most likely to influence others.
In the BZZAGENT MINI CASE, marketers are interested in finding individuals who
influence others. The process by which one influential person informally influences the
actions or attitudes of others is known as ________.
A) targeting
B) positioning
C) opinion leadership
D) referencing
E) blogging
Answer:
Many software companies allow customers to use limited versions of their software free
for 30 days. This strategy tries to increase the diffusion of a new product through
increasing ________.
A) relative advantage
B) compatibility
C) complexity
D) trialability
E) observability
Answer:
In the United States, ________ percent of the American population is foreign born. This
shows how important nationality subcultures are.
A) 7
B) 13
C) 19
D) 25
E) 31
Answer:
Which of the following is true of the "new-age elderly"?
A) They are not innovative.
B) They seek stability and a secure routine.
C) They perceive themselves to be of normal health for their age.
D) They feel life should be dependable and routine.
E) They see themselves as younger than their chronological age.
Answer:
According to the Rokeach typology of cultural orientation, communications aimed at
individuals who have a personal terminal value focus and competence instrumental
values should emphasize ________.
A) conformity, caring for others, and social consciousness
B) concern for societal issues and intense conviction to advance such causes
C) one's sense of accomplishment, self-respect, and striving for a comfortable life and
independence
D) helping others and the role of one's skills in doing so
E) moral inequity and its role in society
Answer:
A marketer is better off using a one-sided message than a two-sided message when
________.
A) the audience is well educated
B) the audience is likely to hear opposing claims
C) the audience does not initially favor the marketer's message
D) the audience favors a competitor
E) the audience is friendly/uses the product
Answer:
________ constitute the largest Hispanic subcultural group.
A) Cubans
B) Dominicans
C) Nicaraguans
D) Puerto Ricans
E) Mexicans
Answer:
Which of the following is true of the relationship between consumers' perceptions and
their motives?
A) In general, there is a heightened awareness of stimuli that are irrelevant to
consumers' needs.
B) The stronger the consumer's need, the greater the tendency to ignore related stimuli
in the environment.
C) In general, there is decreased awareness of stimuli that are relevant to consumers'
needs.
D) The stronger the consumer's need, the greater the tendency to pay attention to related
stimuli in the environment.
E) Consumers tend to pay equal attention to all advertising, regardless of their needs at
any given time.
Answer:
________ is the presentation, format, and content of available information.
A) Information organization
B) Psychological field
C) External source
D) Time constraint
E) Task complexity
Answer:
TOASTER MINI CASE: Ruth's son is five years old. He recently saw a TV commercial
for Kool-Stuf toaster pastries that showed Oreo cookies going into a toaster and
popping out as Kool-Stuf pastries. He proceeded to put Oreo cookies into the toaster in
his kitchen at home and, when they didn't pop out, tried to get them out with a pair of
scissors. Ruth feels that the advertisement is dangerous and should be changed.
In the TOASTER MINI CASE, if Ruth wants to complain to the self-regulatory
organization that monitors these types of advertisements, she should address her
complaint to ________.
A) the Federal Communication Commission
B) Commercial Alert
C) the Public Broadcasting System
D) the Federal Trade Commission
E) the Children's Advertising Review Unit
Answer:
Packaging and warranties are elements of which of the four Ps?
A) price
B) people
C) promotion
D) place
E) product
Answer:
In research on the motivations of alumni who donated money to intercollegiate athletic
programs, which of the following benefits is associated with being loyal to the college,
helping to build a successful athletic program and continue tradition?
A) prestige
B) social-practical motivation
C) trusting
D) belongingness
E) materialism
Answer:
