Studies suggest that men and women who are exposed to beautiful models in
advertisements are likely to alter their perceptions of their own body shapes.
Answer:
Ideals of male beauty are based on facial features, musculature, and facial hair.
Answer:
Humorous ads receive attention, but many times the humor distracts from the
promotional message.
Answer:
Downward mobility is not possible is the U.S. social class system.
Answer:
Gen Z is the most diverse generation in American history.
Answer:
The psychological principle of reciprocity is at work when we take into account what
others do before we decide what to do.
Answer:
Role theory takes the view that much of consumer behavior resembles actions in play.
Answer:
Rico has decided to change his lifestyle and is loading up on green vegetables in the
serving line (rather than fries). He knows that the nutritional value of the fresh green
vegetables will be great for his health. Rico is satisfying hedonic needs with his actions.
Answer:
Business ethics are rules of conduct published by the Better Business Bureau that guide
actions in the marketplace.
Answer:
Identification occurs when we form an attitude to conform to another person’s or
group’s expectations.
Answer:
A consumer who falls back on “mental rules-of-thumb” when making a decision is
using heuristics.
Answer:
Social capital refers to an individual’s knowledge of the “right” behavior used in the
realm of the upper class.
Answer:
American spendthrifts outnumber American tightwads.
Answer:
A consumer is a person who identifies a need or desire, makes a purchase, and then
disposes of the product.
Answer:
The term “Asian” refers to 20 ethnic groups, the largest of which is Chinese.
Answer:
A normative community is an actual or imaginary individual or group conceived of
having significant relevance upon an individual’s evaluations, aspirations, or behavior.
Answer:
Consumers are more likely to be aware of stimuli that relate to their current needs. This
is an example of perceptual vigilance.
Answer:
The reality principle, according to Freudian psychology, is behavior guided by the
primary desire to maximize pleasure and avoid pain.
Answer:
Hofstede’s Dimensions of National Culture organizes cross-cultural values based on
power distance, individualism, masculinity, uncertainty avoidance, long-term
orientation, and indulgence.
Answer:
Referent power involves one person admiring the qualities of another person and trying
to copy that person’s behaviors.
Answer:
The wealthiest 160,000 U.S. families are considered one percenters.
Answer:
A culture production system is a set of individuals and organizations that create and
market cultural products.
Answer:
The concept of “cradle to cradle” means that we should market consumers from the
time they are born until the time they give birth.
Answer:
Cause marketing is the same as social marketing.
Answer:
The Prizm System classifies every U.S. zip code into 1 of 66 categories, ranging from
blue-blood estates to public assistance.
Answer:
Putting more and more people into the same marketing space will increase arousal in
customers. This can be seen as either positive or negative, depending upon each
customer’s interpretation of this arousal.
Answer:
The symbolic self -completion theory suggests that people who have an incomplete
self-definition will tend to complete this identity by buying products that are associated
or symbolic of their self-definition.
Answer:
The Smith Company used after-sale interviews with its customers to examine how well
the customers were served by the sales and service staff of the company. When the
Smith Company follows this procedure, the company is attempting to use feedback as a
means to improve communications.
Answer:
Alba is dedicated to fitness and nutrition. She rarely eats fast food because of the high
calories and low nutritional value. Though Alba is exposed to many advertising
messages from fast food restaurants each day, she rarely processes these messages. This
is an example of subliminal perception.
Answer:
The spacing effect describes the tendency for consumers to recall printed material more
effectively when the advertiser repeats the target item in a short time period rather than
periodically over a longer time span.
Answer:
The triple bottom-line orientation recognizes that businesses should strive to cut costs
as well as raise revenue.
Answer:
The influence of others’ opinions is at times more powerful than one’s own perceptions.
Answer:
When Sean Jean cologne encourages department store sales people to give any potential
customer a vial of its product, the company is attempting to boost consumer
involvement by appealing to consumers’ hedonic needs.
Answer:
The most common method of identifying opinion leaders is to use the social registry
document kept by most city newspapers.
Answer:
It is impossible for a person to hold two contradictory attitudes toward the same object.
Answer:
Which of the following explains why people decorate or mutilate their bodies?
A) To separate group members from nonmembers
B) To place a person in a gender category
C) To enhance social role identification
D) All of the above
Answer:
________ refers to the positivity of a person’s self-concept.
A) Content
B) Self-esteem
C) Intensity
D) Stability over time
Answer:
The VALS2™ group that has the highest degree of resources and innovation is termed
the ________. This group is concerned with social issues and is open to change.
A) Believers
B) Strugglers
C) Innovators
D) Makers
Answer:
Which of the following best describes intelligent agents?
A) Cookies used to track IP addresses of computer users
B) People who can help computer users with problems they encounter when trying to
shop online
C) Sophisticated software programs that use collaborative filtering technologies to learn
from past user behavior to recommend new purchases
D) Search engines specifically designed for online marketing and other forms of
e-commerce
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) high art products
B) style and cultural icons
C) low art products
D) craft products
Answer:
Lindsay believed that customers would come to view her new resort hotel with high
personal involvement because it was a quality property with an excellent view. Instead,
she found that many of her customers came to the hotel only when she offered special
price discounts. What aspect of consumer involvement has Lindsay ignored?
A) Lindsay forgot that consumer involvement includes personal factors and situational
factors as well as object factors.
B) Lindsay forgot that most consumers are apathetic about travel, irrespective of the
quality of facilities at their travel destinations.
C) Lindsay forgot that consumer involvement is primarily a function of price; other
factors such as quality are relatively unimportant.
D) Lindsay forgot that consumer involvement develops only over long periods of time,
and most tourists simply don’t have the time to become involved customers.
Answer:
Which of the following is NOT considered a demographic?
A) Sex
B) Income
C) Lifestyle
D) Occupation
Answer:
Anna is a millionaire but she is constantly stressed and unhappy despite her wealth,
Anna is experiencing ________.
A) burnout
B) class warfare
C) affluenza
D) cosmopolitanism
Answer:
Motivational research relies on ________ of individual consumers.
A) psychological profiles
B) Jungian analysis
C) behavior targeting
D) depth interviews
Answer:
Which of the following is an unpleasant psychological state?
A) Density
B) Arousal
C) Crowding
D) Expectancy
Answer:
Bill has a toothache, and he wants the tooth to stop hurting, but he has always been
afraid to go to a dentist. What type of motivational conflict is Bill experiencing?
A) A cognitive dissonance conflict
B) An approach-approach conflict
C) An avoidance-avoidance conflict
D) An approach-avoidance conflict
Answer:
When companies make false claims about how environmentally friendly their products
are, ________ has occurred.
A) phishing
B) greenwashing
C) eco-lying
D) deceptive advertising
Answer:
The story goes that a young George Washington cut down his father’s cherry tree with a
hatchet. Young Washington was then asked who might have committed this act. Even
though the boy feared punishment, George replied, “I cannot tell a lie; I cut down the
cherry tree.” This story has taken on mythical proportions in the United States. Which
of the follow functions does the myth best match?
A) Metaphysical
B) Cosmological
C) Psychological
D) Anthropological
Answer:
Both Justin and Craig are business majors and live in the same dorm, but Justin’s room
looks like a Cabela’s showroom, with fishing trophies and lures on the wall and pictures
of fishing trips across the study desk, while Craig’s room features posters if his favorite
musical group and stacks of CDs. The different between the two rooms reflects a
difference in ________ between Justin and Craig.
A) motivational aptitudes
B) ego
C) brand awareness
D) lifestyle
Answer:
Why are approach-approach conflicts likely to create more cognitive dissonance than
approach-avoidance conflicts?
A) Approach-avoidance conflicts result when the positive alternative simply
overwhelms the negative, thus no cognitive dissonance exists under the condition.
B) Approach-approach conflicts result when both alternatives are positive. The
selection of one requires the rejection of another, which creates a need for a cognitive
explanation of why one positive choice was not selected.
C) Approach-avoidance conflicts create inertia, thus past habits are employed without
the need to resolve the cognitive inconsistencies.
D) Approach-approach conflicts are very confusing to resolve intellectually, but
approach-avoidance conflicts are typically simply resolved through behavioral aspects
of reinforcement learning.
Answer:
Which of the following general attitude functions is most closely related to the basic
principles of reward and punishment?
A) Utilitarian function
B) Value-expressive function
C) Ego-defensive function
D) Knowledge function
Answer:
The first thing D’Andrea was asked when she went to work for an advertising firm is
how to promote to African-Americans. After careful consideration, which of the
following is the best advice D’Andrea could give her new employers?
A) Separate advertisements to this ethnic subculture are never done and should not be
considered.
B) All promotions to this ethnic subculture should be distinct from promotions to other
ethnic groups.
C) African American children tend to gravitate toward toys and characters that look like
them.
D) All promotions to African-Americans have to take into account the market’s income,
which has been declining drastically over the last two decades.
Answer:
Thomas and his family recently toured the Gettysburg Battlefield on their vacation. The
area was rich in history. While walking, Thomas remembered all the accounts of the
battle that he had read in school. He finally understood why this place had such a
special meaning in American history and to Americans in general. Gettysburg
Battlefield is best classified as ________.
A) profane
B) objectified
C) sacred
D) crescive
Answer:
Immigrants to the United States who exhibit ________ tend to live and shop in places
separated from mainstream Anglo consumers.
A) warming
B) adaptation
C) segregation
D) movement
Answer:
Romance novels often follow a cultural formula.
Answer:
Which of the following is the best predictor of whether people will recycle?
A) Education
B) Gender
C) Perceived effort required
D) Income
Answer:
The ________ sense appears to moderate the relationship between product experience
and judgment confidence.
A) sound
B) haptic
C) taste
D) sight
Answer:
Mary Chen is torn between going home for the holidays to visit her parents in China or
going on a skiing trip with friends from college. Mary would love to be able to do both.
Which of the following motivational conflicts will Mary most likely experience as she
makes her decision?
A) An approach-approach conflict
B) An approach-avoidance conflict
C) An avoidance-avoidance conflict
D) An orientation conflict
Answer:
Which dimension of psychological time includes the categorization of “time for me”?
A) Temporal orientation dimension
B) Planning orientation dimension
C) Social dimension
D) Polychromic dimension
Answer:
Older adults that control more than 50% of discretionary income are considered the
________ market.
A) boomer
B) senior
C) millennial
D) echo boomer
Answer:
Freud’s theory of personality includes the ________.
A) super ego
B) ego
C) id
D) all of the above
Answer:
If a conditioned stimulus is only occasionally matched with an unconditioned stimulus,
the association between the two will become weakened. This is called ________.
A) interface
B) repetition
C) the spacing effect
D) extinction
Answer:
Vance comes from the lower-upper class as does Jeff. They are both madly in love with
Julia, who is beautiful enough to do part-time modeling. According to the principle of
________, Julia could be attracted to both men.
A) elaborated codes
B) ascribed status
C) homogamy
D) restricted codes
Answer:
Through the process of ________, people try to “manage” what others think of them by
strategically choosing clothing and other products that will convey a positive image.
A) impression management
B) self-extension
C) self-esteem
D) social comparison
Answer:
________ is a lasting, general evaluation of people, objects, advertisements, or issues.
A) An object
B) A power
C) An attitude
D) An image
Answer:
People buy products for ________.
A) what they do
B) what they mean
C) the role the product plays in the consumer’s life
D) All of the above
Answer:
Through the process of ________, immigrants make the unfamiliar familiar by
integrating symbols from their former lives into their new homes.
A) assimilation
B) maintenance
C) resistance
D) warming
Answer:
________ is a discipline that studies the correspondence between signs and symbols
and their meaning.
A) Interpretation
B) Semiotics
C) Indexing
D) Symbolism
Answer:
Explain how higher prices impact the consumer buying process.
Answer:
Explain the difference between a high-context culture and a low-context culture.
Answer:
Define the personality trait.
Answer:
“Maleness-femaleness” and “masculinity and femininity” do these terms basically mean
the same thing? Discuss and illustrate with sex-typed products.
Answer:
Explain the 2 factors that influence consumer savings.
Answer:
Explain why advertising is necessary.
Answer:
Some theorists do not include income in their measure of social class, arguing that it is
unnecessary. Defend this point of view and also explain why income is added when
measuring social class in marketing.
Answer:
What is productivity orientation?
Answer:
List and explain the four kinds of retail theming techniques.
Answer:
List and explain the 7 age cohorts.
Answer:
List the primary needs displayed in Maslow’s hierarchy of needs. Give an example of a
product that fits each need form.
Answer:
Explain the term “real-time bidding.”
Answer:
What are determinant attributes?
Answer:
Explain the difference between collecting and hoarding.
Answer:
List the 6 social classes.
Answer:
Explain the term “body image.”
Answer:
Who are “born-again Christians,” and why are marketers interested in this group?
Answer:
How does the worldview difference in social class help explain why the sons and
daughters of working-class families typically spend their entire lives living within a
hundred miles of where they were raised?
Answer: