Carla watches television shows whenever she has time because she uses a digital video
recorder to record the shows. When she watches them, she fast-forwards through the
commercials, which is known as _____.
A. zipping
B. zapping
C. muting
D. exposure
E. voluntary exposure
Which of the following is considered an outward expression of one’s self-concept?
A. demographics
B. geographics
C. lifestyle
D. attitudes
E. aspirations
Dolly prefers to be in a large group rather than alone. She is talkative when with others
and is very bold. Which personality trait best describes Dolly?
A. extroversion
B. instability
C. agreeableness
D. openness to experience
E. conscientiousness
Which of the following is NOT a key decision for retailers considering price
advertising?
A. How large a discount to use?
B. Should a reference price be used?
C. What verbal statements should be used?
D. What is the cost of the item compared to the total media cost?
E. None of the above are key decisions.
Ray is retired, and he and his wife are both in their late 60s. They are healthy, active,
and financially well-off. They purchased an RV and plan to travel to all of the
continental United States. Which stage of the household life cycle describes them?
A. childless
B. jobless
C. retired
D. empty nest I
E. empty nest II
The top two barriers to Internet shopping are ______.
A. lack of touch
B. privacy concerns
C. difficult returns
D. a and b
E. b and c
“Get the best deals!” is an example of a ______ ad.
A. prevention-focused
B. promotion-focused
C. negative consequence
D. positive reinforcement
E. decision making
Michelle has been told she has an eye for fashion. She is not afraid to wear brightly
colored clothes with strong patterns. She doesn’t need to read Vogue to know what
looks good on her. Michelle belongs to the global elite ______ segment of luxury
consumers.
A. Conspicuous Consumers
B. Information Seekers
C. Sensation Seekers
D. Fashionista
E. Nouveaux Riches
Which time perspective views time almost as a physical object believing that a person
does one thing at a time?
A. linear time perspective
B. parallel time perspective
C. sequential time perspective
D. monochronic time perspective
E. polychronic time perspective
Clara had an unpleasant experience at a local restaurant at lunch one day. She went
back to work and told all her coworkers about this experience, and many of them said
they would never go back to that restaurant. Which type of communication is this an
example of?
A. negative
B. two-step flow
C. multistep flow
D. word-of-mouth
E. indirect
Which categories of participants are the true leaders of conversation and opinion in Web
2.0?
A. Critics and Inactives
B. Creators and Critics
C. Joiners and Creators
D. Spectators and Joiners
E. Inactives and Spectators
Barbara is an individual who usually feels restful, serene, comfortable, and soothed.
Which emotion is Barbara experiencing?
A. faith
B. desire
C. joy
D. gratitude
E. serenity
Consumers driven by which primary motivation strive for a clear social position, are
strongly influenced by the actions, approval, and opinions of others, and tend to
purchase status symbols?
A. ideals motivation
B. achievement motivation
C. self-expression motivation
D. realist motivation
E. focused motivation