According to the elaboration likelihood model, marketers of a low-involvement product
must first change attitudes before customers are likely to purchase their product.
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A pop-up store is purposefully designed to come and go very rapidly.
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Consumers who share demographic characteristics such as ethnicity and age can have
very different lifestyles.
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Colors look duller to older people, which why they prefer white and other bright tones.
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When consumers become aware of stimuli that relate to their currents needs, they are
practicing perceptual vigilance.
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Fashion with an extremely long acceptance cycle is considered to be classic.
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The utilitarian function relates to the basic principles of reward and punishment.
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Promotions featuring fantasy appeal have been found to be effective with customers
whose real self and ideal self are close and consistent.
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An example of social mobility is when a consumer moves from one social class to
another.
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The Big Three American ethnic subcultures are African Americans, Hispanic
Americans, and Jewish Americans.
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The degree to which a person likes to try new things is called innovativeness.
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In the modern holiday ritual of Christmas, the figures of Christ and Santa can be seen as
binary opposites; one promotes selflessness while the other promotes materialism.
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Product information that individuals transmit to other individuals is called push
promotion.
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A typical antecedent state is product disposal.
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An individual’s motivation to distance himself from a negative reference group is never
as powerful as his motivation to please a positive group.
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Cognitive learning theory approaches tend to stress the importance of internal mental
processes.
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A Doppelganger brand image is when a product looks like the original but in fact is a
critique of it.
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A need is something a person must have to live.
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Most current explanations of motivation focus on cognitive factors rather than
biological ones to understand what drives behavior.
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The social bottom line provides financial benefits directly to stockholders.
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A consumer’s belief about what the future holds is an indicator of consumer confidence.
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Surveys show that the percentage of consumers who are willing to pay more for green
products has dropped since 2008.
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Spreading activation allows consumers to shift back and forth among levels of
meanings.
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Response bias is when a person gives a “yes” response to a question regardless of what
the item asks.
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Consumption communities are where consumers share opinions and recommendations
about products.
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Modeling is the process of imitating the behavior of others.
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It is possible to use psychographics to identify distinct segments even for mundane
products such as soap.
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A subculture is a group whose members share beliefs and common experiences that set
them apart from others.
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The research on loss aversion suggests that people tend to emphasize their losses more
than their gains.
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Time poverty is creating opportunities for many new products that allow people to
multitask.
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The term “dissonance” means tension.
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An age cohort consists of people of similar ages who have similar experiences.
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A clothing store made the proper decision when they targeted women with a high need
for achievement for their line of business suits.
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Cybermediaries are sophisticated software programs that use collaborative filtering
technologies to learn from past behavior.
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Casting directors, textbook authors, and retail buyers are all examples of formal
gatekeepers in the culture production process.
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Roxanne is one of Canada’s top female models. Because of her beauty, most of
Roxanne’s admirers also assume that is intelligent, wealthy, and happy with her life.
This is an example of the social adaptation perspective.
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A proponent of ________ would most likely to argue that our society emphasizes
science and technology too much.
A) consumerism
B) positivism
C) modernism
D) interpretivism
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Sophie tells Nick about a great new restaurant. Sophie is practicing ________.
A) word-of-mouth communication
B) social advertising
C) group advertising
D) viral advertising
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If a female consumer sees an ad about a woman who can no longer fit into her old
bathing suit, the consumer might think about her own situation and make a personal
pledge to lose weight before summer arrives. This would be an example of marketing
communications that attempt to influence a consumer’s level of ________.
A) doubt and regret
B) self-esteem
C) dedication and control
D) strength and conviction
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Consumers who always are on the lookout for novel products or services and who are
first to try something new are ________.
A) continuous innovation
B) early adopters
C) innovators
D) laggards
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Positivism is sometimes called ________.
A) paradigm
B) modernism
C) westernism
D) none of the above
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A department store decides to use ‘secret shoppers” at unannounced times to test for
service quality among its personnel. Store personnel are rewarded for providing
excellent customer service. Which reinforcement schedule has been used in this
situation?
A) Fixed-ratio reinforcement
B) Fixed-interval reinforcement
C) Variable-frequency reinforcement
D) Variable-interval reinforcement
Answer:
The popularity of the movie The Passion of the Christ, the book The Da Vinci Code,
and the musical The Book of Mormon are evidence of which of the following?
A) Megachurches provide marketing opportunities for niche marketers.
B) Religious themes can be effectively used by mainstream marketers.
C) Born again Christians are the primary religious market in the U.S.
D) Church leaders impact the consumption practices of their followers.
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________ refers to the factors that motivate people to physically uproot themselves
from one location to another.
A) Assimilation
B) Adaptation
C) Movement
D) Translation
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When consumers see only what they want to seedon’t see what they don’t want to see is
called ________.
A) perceptual retention
B) perceptual contrast
C) perceptual defense
D) perceptual attention
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________ are an actual or imaginary individual or group that significantly influences an
individual’s evaluations, aspirations, or behavior.
A) Formal groups
B) Informal groups
C) Reference groups
D) None of the above
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A philosophy that translates customers’ feelings into design elements is called
________ engineering.
A) Kansei
B) Sigma
C) relationship
D) reverse
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A common practice among advertisers is to create new relationships between objects
and interpretants by inventing new connections between products and benefits. How
would a marketer use hyperreality to find a new use for baking soda?
A) By associating the soda with its ability to absorb odors
B) By associating the soda with a fictional character called Simon Soda
C) By emphasizing the low cost of the soda
D) By explaining the historic importance of baking soda in germ protection
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Manuel still remembers the impact of his first college class in the United States. As a
new immigrant, he was sincere in his desire to learn about the American culture that he
had chosen to adopt. His college professor taught Manuel many things about the
American culture. In doing so, the professor was acting as a(n) ________.
A) cohort
B) acculturation agent
C) guidance agent
D) ethnographer
Answer:
When Sally sees an ad in a newspaper about a particular product, goes to the store,
reviews the actual product offer in the store, rejects the product, and tells the
salesperson why she did not buy the product, she is providing ________ in the
communications model established by the store.
A) noise
B) a message
C) media forms
D) feedback
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People born between 1946 and 1964 belong to ________.
A) Generation Y
B) The Baby Boomer Generation
C) Generation X
D) The Interbellum Generation
Answer:
A woman no longer receives compliments on the perfume she wears. In learning terms,
the stimulus-response connection has weakened. Which of the following terms best
describes the situation?
A) Negative reinforcement
B) Extinction
C) Discrimination
D) Generalization
Answer:
As May-Lee considers her purchase of shoes, she shifts back and forth between
thinking about claims made by different brands, remembering what she has seen, and
considering her emotional responses to various brands. Which term describes what
May-Lee is doing?
A) Spreading activation
B) Advertising decay
C) Chunking
D) Scalar processing
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A retailer decides to reduce the price of a sport coat that normally costs $98. The
reduction in price is $3. The storeowner believes that the reduction will catch the eye of
the value shopper. If the sport coat does not sell, the retailer might wish to consider
which of the following before making another price change?
A) Subliminal perception
B) The figure-ground principle
C) The golden triangle
D) Weber’s law
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A person’s conception of how he/she would like to be is called ________.
A) self-image
B) ideal self
C) self-concept
D) self-esteem
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The saying “one man’s trash is another man’s treasure” is the philosophy behind
________.
A) recycling
B) lateral cycling
C) green marketing
D) sharing
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When a consumer learns a desired behavior over a period of time, it is called ________.
A) shaping
B) conditioning
C) repetition
D) extinction
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In general, people from which of the following cultures have typically been shown to
wait the most patiently while standing in a long line?
A) Asian
B) French
C) American
D) Italian
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David habitually reaches for his cell phone, thinking that it is vibrating, even when it is
not. David suffers from ________.
A) cyberbullying
B) consumer addiction
C) phantom vibration syndrome
D) attention deficit disorder
Answer:
A strategy that aligns a company brand with a cause to generate business and societal
benefits is called ________.
A) ethic marketing
B) social marketing
C) response marketing
D) cause marketing
Answer:
Which American ethnic subculture is the fastest growing?
A) Hispanic American
B) African American
C) Asian American
D) American Indian
Answer:
Which theory of attitudes states that people are motivated to take action to resolve
inconsistencies between attitudes and behaviors?
A) Theory of cognitive dissonance
B) Self-perception theory
C) Social judgement theory
D) Balance theory
Answer:
M&M allows consumers to put names and works on their candy, this is an example of
________.
A) product personalization
B) brand personality
C) personality traits
D) extroversion personality
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________ refers to a consumer’s subjective evaluation of his or her physical self.
A) Looking-glass self
B) Actual self
C) Ideal self
D) Body image
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________ memory permits the temporary storage of information we receive from our
senses.
A) Elaborative
B) Sensory
C) Cognitive
D) Working
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Others who are present in a consumer’s physical and social environment when
purchases are made are called ________.
A) co-consumers
B) by-standers
C) purchase competitors
D) challengers
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Discuss the capacity of short-term memory.
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Explain the term “extinction.”
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Explain the concept of social mobility and its various forms.
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Briefly discuss gender differences in socialization, female sex roles, and male sex roles
in our society.
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Explain the difference between a need and a want?
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Explain homophily as it relates to opinion leaders.
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Discuss the low-involvement hierarchy of effects.
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Explain the difference between kosher food (Jewish) and Halal food (Muslim).
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List and briefly characterize four types of relationships a person might have with a
product. Provide examples to illustrate each.
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Explain greenwashing and why businesses would participate in greenwashing.
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Describe multitasking and explain why multitasking is a concern for marketers?
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An anti-smoking campaign that showed autopsies of people who died of lung cancer
had no effect on the rate that teenagers took up smoking. Why do you think the
campaign was ineffective?
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A professor came to class dressed in a formal shirt and tie. He stated that he would like
to explain the concept of self. He took off his tie and shirt. Underneath he had a on a
t-shirt with a picture of a handsome tennis player on the front. Then the professor turned
around to show a picture of a cartoon clown on the back. “All of these express who I
am,” he said. What point was the professor trying to make? What did his choice of
varying dress forms and associated iconic symbols most likely represent?
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According to the exchange theory, what “value” can a salesperson add to the
interaction?
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Explain the term “power distance” in Hofstede’s Dimensions of National Culture.
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There are eight categories listed in the VALS2™ system. List and briefly describe each
of the categories. In which of the eight categories of the VALS2™ system would a rich,
60-year-old woman who is open to new ideas belong?
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Explain the term “nouveau rich.”
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Describe how ideals of beauty within a culture motivate consumers to change
themselves physically. Discuss specific categories where this occurs.
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Explain the term “animism.” Provide an example of animism.
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Explain the term “Boomerang Kids.”
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