MARK 350 exam 2

When marketers define consumers by product usage they use the ________ rule. A) 80/20 B) 20/80 C) 70/30 D) 30/70

A) 80/20

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

A) Asian

Emphasizing the negative consequences that may occur unless a consumer changes behavior is called ________. A) a fear appeal B) a rational appeal C) social marketing D) comparative marketing

A) a fear appeal

According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures. A) archetypes B) patterns of behavior C) Doppelgangers D) symbolic communities

A) archetypes

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

A) co-consumers

A customer buying an unfamiliar product that carries a fair degree of risk would most likely engage in ________ decision making. A) cognitive B) limited C) habitual D) affective

A) cognitive

Freedom, youthfulness, achievement, and materialism are characterized as U.S. ________. A) core values B) belief systems C) value systems D) coercive norms

A) core values

People often make decisions on the basis of a mental accounting. One facet of this accounting is making a decision based on the way a problem was posed. This is called ________. A) framing B) the sum-cost fallacy C) loss aversion D) positioning

A) framing

Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________. A) internalization B) identification C) compliance D) actualization

A) internalization

The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning. A) knowledge B) utilitarian C) value-expressive D) ego-defensive

A) knowledge

The personality of a retail store is also called ________. A) store image B) retail theming C) store theming D) store layout

A) store image

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

A) utilitarian function

________ are universally recognized ideas and behavioral patterns. A) Compliant B) Archetypes C) Aggressive D) Detached

B) Archetypes

________ is the conscious designing of retail space and its various dimensions to evoke certain effects in buyers. A) Pretailing B) Atmospherics C) Marketing-landscaping D) Store image

B) Atmospherics

________ is/are a norm that controls basic behaviors such as who does household chores. A) Values B) Custom C) Conventions D) More

B) Custom

________ occurs when people appear to "forget" about the negative source and change their attitude. A) Halo effect B) The sleeper effect C) Native advertising D) Sock puppeting

B) The sleeper effect

An advertiser that uses its website to attract consumers classified as Innovators, Achievers, and Experiencers most likely uses the ________ segmentation system? A) BrandAsset Archetypes B) VALS2™ C) RISC D) PRIZM NE

B) VALS2™

The functional theory of attitudes was initially developed to explain how ________. A) people identify with products B) attitudes facilitate social behaviors C) attitudes are learned from family and friends D) attitudes change over an individual's lifetime

B) attitudes facilitate social behaviors

One of the most important in-store factors is the salesperson. This influence can be understood in terms of ________ theory, which stresses that each participant gives something to the other and hopes to receive something in return. A) gestalt B) exchange C) gemba D) satisfaction/dissatisfaction

B) exchange

Buying decisions that are made with little or no conscious effort are called ________. A) close minded B) habitual C) satisficing D) extended

B) habitual

Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories does Norma seem to be working on now? A) activities B) interests C) opinions D) demographics

B) interests

The success of ________ hinges on the marketer's ability to convince the consumer to consider its product within a given category. A) identifying competitors B) positioning strategy C) exemplar products D) product locations

B) positioning strategy

When the ego tries to balance opposing forces, it uses the ________. A) super ego B) reality principle C) related principle D) id

B) reality principle

According to Freud, the system that acts as a referee in the fight between temptation and virtue is called ________. A) the id B) the ego C) the thalamus D) the superego

B) the ego

According to ________, a company can make money if it sells small amounts of items that only a few people want, if the company sells enough different items. A) feature creep B) the long tail C) Zipf's Law D) neuromarketing

B) the long tail

An advertisement emphasizes that if a consumer uses a certain deodorant, he or she will not offend other people and will not cause problems in the workplace because of "bad body odor." What part of the Freudian system is this ad appealing to? A) the id B) the superego C) the archetype D) the ego

B) the superego

Researchers have added to the original Fishbein multiattribute model. The name of this extended-Fishbein model is the ________. A) linked Fishbein model B) theory of reasoned action C) Phillips approach D) subjective norm model

B) theory of reasoned action

Allison Chewie felt she was always pressed for time; she was feeling ________. A) time pressure B) time poverty C) psychological time D) social time

B) time poverty

Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence(s) our purchases. A) rational thinking B) unconscious motives C) conscious motives D) deviant behaviors

B) unconscious motives

________ is a lasting, general evaluation of people, objects, advertisements, or issues. A) An object B) A power C) An attitude D) An image

C) An attitude

________ considers how people perceive relations among different attitude objects, and how they alter their attitudes to remain consistent. A) Social judgement theory B) Foot-in-the-door theory C) Balance theory D) Rejection theory

C) Balance theory

________ describes consumption at the low end product involvement by the consumer. A) Routine buying B) Complex buying C) Inertia D) Utilitarian

C) Inertia

________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment. A) Self-image B) Consumer image C) Personality D) Mirror image

C) Personality

A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired celebrity would if the dark-haired celebrity was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work here? A) Celebrities should be attractive, but not too attractive. B) The celebrity's image should match that of the product, and blond-haired models are too common for the exclusive image of gold. C) The celebrity's image should match that of the product and should embody cultural meaning. D) The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image.

C) The celebrity's image should match that of the product and should embody cultural meaning.

A study found that women who engage in extensive information search and comparison shopping were most likely to select which of the following metaphors to express their perspective of time? A) Time is a pressure cooker. B) Time is a river. C) Time is a map. D) Time is a feast.

C) Time is a map.

In a(n) ________, consumers participate in the production of the products or services they buy. A) pop-up store B) minipreneur shop C) activity store D) sharing site

C) activity store

Linda named her car, which she drove to work every day, Sylvia. She talked to her friends about the personality traits her little car seemed to have. Linda has ________ her car. A) branded B) archetyped C) anthropomorphized D) repositioned

C) anthropomorphized

Dimensions we use to judge the merits of competing options are called ________. A) rational factors B) attributes C) evaluative criteria D) emotional factors

C) evaluative criteria

AIO surveys help measure ________. A) personality B) demographics C) lifestyles D) heavy users

C) lifestyles

Chen Lo uses a decision rule that says "Only buy well-known brand names" when selecting a set of golf clubs. He does not look at price, the store, or even discounts when purchasing clubs. Chen Lo's purchasing pattern is an example of a consumer using a ________. A) habit decision rule B) compensatory rule C) noncompensatory rule D) conjunctive rule

C) noncompensatory rule

Which dimension of psychological time includes the categorization of "time for me"? A) temporal orientation dimension B) planning orientation dimension C) social dimension D) polychronic dimension

C) social dimension

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

C) sophisticated software programs that use collaborative filtering technologies to learn from past user behavior to recommend new purchases

A well-known segmentation system based on how consumers agree or disagree with various social issues is called ________. A) the Likert scale analysis B) the AIO measurement analysis C) the VALS™ (the Values and Lifestyles) system D) the PRIZM™ Cluster system

C) the VALS™ (the Values and Lifestyles) system

A company who uses the home shopping party method is ________. A) Amway B) Tupperware C) Mary Kay D) All of the above

D) All of the above

________, one of Freud's followers, proposed that people can be described as moving toward others (compliant), away from others (detached), or against others (aggressive). A) Alfred Adler B) Carl Jung C) Ernest Dichter D) Karen Horney

D) Karen Horney

The ________ states when a person is confronted with inconsistencies among attitude or behavior, he/she will take action to restore consistency. A) Theory of attitude B) Theory of consistency C) Theory of commitment D) Theory of cognitive dissonance

D) Theory of cognitive dissonance

Hedonic shopping motives include ________. A) social experiences B) interpersonal attraction C) thrill of the hunt D) all of the above

D) all of the above

Marketers use results from AIO surveys to ________. A) define target markets B) create a new view of the market C) position a product D) all of the above

D) all of the above

A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. A) principle B) belief C) personality trait D) attitude

D) attitude

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 of his favorite musical group and stacks of CDs. The difference between the two rooms reflects a difference in ________ between Justin and Craig. A) motivational aptitudes B) ego C) brand awareness D) lifestyle

D) lifestyle

Elizabeth created a print ad in which the coach of a football team was shown standing out in the middle of a hay field. The text read, "UNR's Coach Roberts....outstanding in his field." Elizabeth was using a literary device called ________. A) metaphor B) simile C) allegory D) resonance

D) resonance

Most Freudian applications in marketing relate to the product's supposed ________. A) brand personality B) hidden values C) competitive advantage D) sexual symbolism

D) sexual symbolism

A general attitude toward shopping is called ________. A) shopping addiction B) shopping feeling C) shopping psychology D) shopping orientation

D) shopping orientation

Jim sees himself as being confident, powerful, and heroic. According to the BrandAsset Archetypes model developed by ad agency Young & Rubicam, Jim would be classified as a ________. A) patriarch B) sage C) troubadour D) warrior

D) warrior

What is a major distinction between customers who purchase a product because they are brand loyal and those who purchase by inertia? A) the cost of the product B) the social risk of the product C) whether the purchase is made after a compensatory or noncompensatory decision process D) whether the customers hold a very positive or weak attitude toward the product

D) whether the customers hold a very positive or weak attitude toward the product

A consumer's overall reaction to a product after it was purchased is called feature creep.

FALSE

A good metaphor for women whose time-styles are spontaneous in their planning orientation and have a present focus is "Time is a mirror."

FALSE

A retailer using a marketplace theme gives consumers the opportunity to enter into a world of fantasy (such as one where the person becomes a virtual hunter, race car driver, or fashion model) as they shop.

FALSE

A typical antecedent state is product disposal.

FALSE

A typical utilitarian shopping motive is interpersonal attraction.

FALSE

A vending machine is a good illustration of a point-of-purchase display.

FALSE

According to the functional theory of attitudes, attitudes exist because they are hereditary.

FALSE

In the standard learning hierarchy model, attitude is based on behavioral learning processes.

FALSE

Karen Horney, a psychotherapist, described people who move toward each other as aggressive.

FALSE

Marketing research has indicated that consumers have difficulty assigning personality qualities to most everyday, functional products.

FALSE

Motivational research is based on the trait theory of personality.

FALSE

Priming and nudging tactics are increasingly rare.

FALSE

The communications model requires a source and a message, but receivers of the message are not part of the model.

FALSE

The psychological principle of reciprocity is at work when we take into account what others do before we decide what to do.

FALSE

The reality principle, according to Freudian psychology, is behavior guided by the primary desire to maximize pleasure and avoid pain.

FALSE

The superego is also known as the pleasure principle.

FALSE

When companies team up and promote two or more items this is called product complementary.

FALSE

A Doppelganger brand image is when a product looks like the original but in fact is a critique of it.

TRUE

A consumer who falls back on "mental rules-of-thumb" when making a decision is using heuristics.

TRUE

A metaphor places two dissimilar objects into a close relationship such that "A is B," whereas a simile compares two objects, "A is like B."

TRUE

A nudge is deliberate change by an organization that intends to modify behavior-can result in dramatic effects.

TRUE

A point-of-purchase stimuli is part of the purchase environment.

TRUE

Behavioral economics focuses on the effects of psychological and social factors on the economic decisions we make, and many of these choices are anything but "rational."

TRUE

Cybermediaries describes a website or app that helps to filter and organize online market information so that customers can identify and evaluate alternatives more efficiently.

TRUE

Decisions are influenced by the way a problem is posed. This is called framing.

TRUE

Double-Dip makes ice cream. The only advantage Double-Dip has over its competitors is taste. Double-Dip costs more and has more calories per unit weight. Promotions for Double-Dip should emphasize the experiential hierarchy of the ABC model of attitudes.

TRUE

Impulse items such as candy or gum are placed near the checkout.

TRUE

Janice feels that she makes many of her decisions based on the fact that she is an introvert. Introversion seems to affect her taste in clothes, outside activities, and even her independence. Janice is making consumption decisions based on a personality theory called trait theory.

TRUE

Jason believes that wearing a coat and tie suggests that he is a man who is "dressed for success." Therefore, Jason dresses formally even in class and for casual occasions. Jason is basing this decision on the cognition part of the ABC model of attitudes.

TRUE

Lateral cycling, one consumer exchanges something he or she owns for something the other person owns.

TRUE

Most customers who experience an environment that is both pleasant and arousing will interpret it as an exciting environment.

TRUE

Needs are created when the actual state of a customer declines.

TRUE

Neuromarketing uses functional magnetic resonance imaging (or fMRI), a brain-scanning device that tracks blood flow as we perform mental tasks to take an up-close look at how our brains respond to marketing messages and product design features.

TRUE

Personality refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.

TRUE

Psychographics use lifestyle profiles to target markets.

TRUE

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.

TRUE

The reality principle finds ways to gratify the id that are acceptable to the outside world.

TRUE

The research on loss aversion suggests that people tend to emphasize their losses more than their gains.

TRUE

The success of a positioning strategy depends on the marketer's ability to convince the consumer to consider its product within a given category.

TRUE

A pop-up store is purposefully designed to come and go very rapidly.

TRUE

Evaluating the effort when we need to make a particular choice is called the ________. A) want B) constructive process C) need D) routine process

B) constructive process

The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________. A) culture and ethnicity B) credibility and attractiveness C) credibility and recency D) attractiveness and recency

B) credibility and attractiveness

The two-factor theory explains the fine line between ________. A) argument and counter-argument B) familiarity and boredom C) compliance and non-compliance D) affect and cognition

B) familiarity and boredom

The alternatives actively measured during a consumer's choice process are the ________ set. A) inert B) evoked C) evaluate D) consideration

D) consideration

Balance theory helps explain why consumers like being linked to positively valued objects.

TRUE

Brand personality is a set of traits people attribute to a product as if it was a person.

TRUE

Stephanie loves flea markets and garage sales. She spends most of her Saturday mornings going from one to another. About once a month, she holds her own garage sale just to get rid of some of the items she purchases during the month. Stephanie is actively engaged in ________. A) lateral cycling B) divestment cycling C) freecycling D) underground cycling

A) lateral cycling

Tomorrow, Janice will be attending a party with a buffet. In anticipation of splurging on delicious food, she is eating very little today. Janice is using a ________ to help her estimate consumption over time and regulate her behavior. A) constructive process B) mental budget C) diet D) cognitive process

B) mental budget

Tanya type scans the newspaper ads every day for new information about current fashion styles and trends, even though she isn't thinking about buying clothes anytime soon. Tanya is engaging in a(n) ________ search. A) pre-purchase B) ongoing C) internal D) delayed

B) ongoing

Which statement best explains the research findings about using two-sided messages to communicate with consumers? A) Two-sided messages are widely used and are very effective in reaching target audiences. B) Two-sided messages are cost-prohibitive. C) Two-sided messages can be quite effective, yet marketers rarely use them. D) Two-sided messages are no different from one-sided messages and are used equally by marketers.

C) Two-sided messages can be quite effective, yet marketers rarely use them.

A politician attempts to gain support for her campaign for mayor by releasing a poll showing that almost 70 percent of the city's voters support her position on property taxes. What basic psychological principle is the politician using to persuade voters that she should be the next mayor? A) consistency B) authority C) consensus D) liking

C) consensus

Freud's theory of personality includes the ________. A) super ego B) ego C) id D) all of the above

D) all of the above

A garage sale is an example of what is called ________. A) the profit motive B) renewing C) casting away D) lateral cycling

D) lateral cycling

________ is the first element in the traditional communications model. A) Source B) Media C) Receiver D) Noise

A) Source

The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad? A) a person and his or her perceptions B) the marketer and its strategy of image building C) a person's beliefs D) subconscious motives

A) a person and his or her perceptions

Decisions driven by our emotional responses to a product are called ________. A) affective B) habitual C) cognitive D) compensatory

A) affective

According to the ________ hierarchy of effects, the consumer considers purchases based on an attitude of hedonic consumption (such as how the product makes him or her feel or the fun its use will provide). A) experiential B) habitual C) low-involvement D) standard learning

A) experiential

Tara was shopping for a new pair of shoes for work. The salesperson was very helpful and friendly, bringing Tara some styles she hadn't thought to try on but that she ended up really liking. Noticing Tara's University of Wisconsin tee-shirt, the salesperson said that she was a student there. Tara ended up buying three pairs of shoes rather than the one pair she had planned on. Tara's experience shows the effect of ________ on consumer behavior.

A) salespeople

According to a major study of more than 1,000 commercials, the single most important factor in whether a commercial will be persuasive is whether the communication ________. A) stresses a unique attribute or benefit of the product B) employs a sexual symbol or suggestion C) provides specific price information D) features a credible spokesperson

A) stresses a unique attribute or benefit of the product

________ uncovers consumer's associations between specific attributes and the general consequences. A) List of values scale B) Laddering C) Means-end-chain model D) Terminal value

B) Laddering

Source ________ refers to the perceived social value of a message source. A) valence B) attractiveness C) class D) hierarchy

B) attractiveness

The Pillsbury Doughboy and the Jolly Green Giant are examples of ________. A) branded people B) brand personalities C) brand positioning D) brand arrogance

B) brand personalities

________ refers to a strategy in which a message presents two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes. A) Cognitive differentiation B) Emotional appeal C) Comparative advertising D) Conclusion advertising

C) Comparative advertising

________ is the process by which the consumer surveys the environment for appropriate data to make a reasonable decision. A) Problem recognition B) Evaluation of alternatives C) Information search D) Product choice

C) Information search

Which of the following is considered a postpurchase process? A) the shopping experience B) mood C) consumer satisfaction D) shopping orientation

C) consumer satisfaction

________ acknowledges that marketers will be more successful when they communicate with consumers who have already agreed to listen to them. A) Authorized marketing B) Reach marketing C) Target marketing D) Permission marketing

D) Permission marketing

________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired state. A) Information search B) Evaluating alternatives C) Evaluating of evoked set D) Problem recognition

D) Problem recognition

What does the sleeper effect suggest about source credibility? A) If a receiver is not paying attention, a message cannot be effective. B) Many people can learn the important parts of a message even when asleep. C) The effectiveness of a message will increase over time. D) The effectiveness of positive sources over less positive sources can be erased over time.

D) The effectiveness of positive sources over less positive sources can be erased over time.

A component of a hierarchy of effects is ________. A) non-experiential hierarchy B) standard learning hierarchy C) high involvement hierarchy D) all of the above

D) all of the above

Directories and portals, Web site evaluators, forums, fan clubs, and user groups are all forms of which of the following? A) web retailers B) cybercash C) design groups D) cybermediaries

D) cybermediaries

Based on motivational research, which of the following consumption motives most likely explains a person's motivation to purchase gourmet foods, foreign cars, cigarette holders, or perfume? A) security B) eroticism C) disalienation D) individuality

D) individuality

The day reconstruction method requires a respondent to ________. A) dispose of any unused product during a specified period of time B) keep a record of everything he or she recycles during the month C) try to remember what he or she did a month ago on the same day of the week D) keep a diary of everything he or she did during the day

D) keep a diary of everything he or she did during the day

Innovative merchants have turned to retail theming to provide new ways to stimulate and encourage consumers during their shopping experience. A retailer that used a simulated outdoor environment (such as a fishing pond with real fish) to attract outdoor enthusiasts to the retail store is using a ________ theme. A) marketscape B) cyberspace C) mindscape D) landscape

D) landscape

A prime is a stimulus that encourages people to focus on some specific aspect of their lives such as their financial well-being or the environment.

TRUE

Justin is in charge of promoting a product that most customers perceive as a low-involvement product. He created a TV ad and aired it repeatedly. His colleague Beth questioned his strategy, saying that the repetition would create a negative reaction to the product. According to the mere exposure phenomenon, Beth is likely to be proven wrong.

TRUE

Lifestyles are identified by a convergence of personality, product and setting.

TRUE

Shortcuts are considered heuristics, or "mental rules-of-thumb" in decision making.

TRUE

Swishing is a term used to describe when people organize parties to exchange clothing or other personal possessions with others.

TRUE

Casinos make their interiors very plush and expensive looking, knowing that gamblers who would be reluctant to make a $10 bet in average surroundings would gladly make $100 wagers in luxurious surroundings. Which of the following best explains gamblers' behavior? A) Mental accounting emphasizes the extraneous characteristics of the choice environment even if the results are not rational. B) Most people are unaware of the true risk of making certain decisions and believe that a larger wager has higher odds of winning. C) The luxurious surroundings increase the probability of classical conditioning through mere exposure, which results in behavior that is not rational. D) The functional risk of gambling is decreased in luxurious surroundings, leading gamblers to wager more.

A) Mental accounting emphasizes the extraneous characteristics of the choice environment even if the results are not rational.

Do sex-related ads work? A) Overall, the use of a strong sexual appeal is not very well received. B) Strong sexual appeals consistently outperform all other types of appeal. C) Sexual images are most effective when they attempt to "trick" the consumer into paying attention. D) There is no data to answer the question.

A) Overall, the use of a strong sexual appeal is not very well received.

Despite improvements to the Fishbein model, all of the following are considered obstacles to predicting behavior using this model EXCEPT which one? A) The model has relatively weak theorems about attitudes. B) The model deals with actual behavior, not with the outcomes of behavior. C) Some behavioral outcomes are beyond the consumer's control. D) Measures of attitude often do not correspond to the behavior they are supposed to predict.

A) The model has relatively weak theorems about attitudes.

The "good enough" perspective on decision making is known as ________. A) bounded rationality B) framing C) a nudge D) default bias

A) bounded rationality

People often make decisions on the basis of mental accounting. One facet of this accounting is making a decision based on the way a problem was posed. This is called ________. A) framing B) the sum-cost fallacy C) loss aversion D) positioning

A) framing

Which type of psychographic study places a large sample of respondents into homogeneous groups based on similarities of their overall preferences? A) general lifestyle segmentation B) lifestyle profile C) product-specific segmentation D) product-specific profile

A) general lifestyle segmentation

Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of the ________. A) halo effect B) principle of cognitive dissonance C) balance theory D) self-perception theory

A) halo effect

According to the ________ rule, a product with a low standing on one attribute cannot make up for this position by being better on another attribute. A) noncompensatory B) lexicographic C) elimination-by-aspects D) conjunctive

A) noncompensatory

Match.com and eharmony.com measure identifiable personal characteristics called ________. A) personality traits B) personality image C) personality matches D) ego matches

A) personality traits

The first step in consumer decision making is ________, when the consumer realizes he or she must take some action. A) problem recognition B) evaluation of alternatives C) constructive perspective D) behavioral influence perspective

A) problem recognition

According to ________, utility is defined in terms of gains and losses. A) prospect theory B) heuristics C) hyperopia D) Zipf's law

A) prospect theory

A hot and thirsty customer buys a cool drink and finds it very satisfying. He then buys another drink even though he had not initially planned on buying two and even though he is no longer thirsty. This is an example of ________. A) purchase momentum B) rational decision making C) behaviorally influenced purchase D) inertia

A) purchase momentum

Most messages merely present one or more positive attributes about a product or reasons to buy it. Which of the following best describes this approach to communicating a message? A) supportive arguments B) two-sided message C) refutational arguments D) reporting bias

A) supportive arguments

Milton Rokeach identified a set of ________. A) terminal values B) core values C) crescive values D) cultural values

A) terminal values

Since Janie is seen as a beautiful female, many friends also perceive her to be smarter, cooler, and happier. These assumptions illustrate ________. A) the "halo effect" B) the "beauty" factor C) cultural meanings D) the "sleeper effect"

A) the "halo effect"

Young teenage girls are very heavy users of makeup (especially eye shadow). Though the size of this market is smaller than the larger adult market, marketers have learned that the consumption pattern is very heavy and these young women experiment with many varieties of products. This market most closely resembles which of the following principles? A) the 80/20 rule B) the pyramid principle C) the derived demand principle D) the surrogate buyer principle

A) the 80/20 rule

Instead of spending the weekend working on the research paper due at the end of next week, Andrew decided to spend the weekend going out with friends. According to Freudian theory, which system dominated in Adam's decision? A) the id B) the superego C) the anti-ego D) the ego

A) the id

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

A) theory of cognitive dissonance

Most Americans will state that they are always rushed for time even though many people have opportunities for leisure. This perception is referred to as ________. A) time poverty B) the leisure paradox C) psychological time D) circular time

A) time poverty

A typical antecedent state that a consumer might experience as he or she approaches the purchase environment is ________. A) time pressure B) sales interactions C) product disposal D) point-of-purchase stimuli

A) time pressure

Hannah was embarrassed when her friends teased her about the bright colors of her dress on Friday night. She tried to tell her friends that she really is quite introverted and shy. Her friends observed that Hannah does not appear shy when she is out on a weekend evening. Which of the following statements is most applicable in understanding Hannah's personality? A) Personality is a set of consistent traits that do not change from one environment to the next. Either Hannah or her friends are wrong in their observations. B) Hannah's personality is a unique psychological makeup that consistently influences behavior within a certain environmental situation. Although behavior will be consistent within consistent environments, it does not have to be consistent between environments. C) Personality is a hypothetical construct that grows stronger with age. Hannah will likely be extroverted for the rest of her life. D) Hannah's behavior on a weekend night is due to Freudian problems with her superego.

B) Hannah's personality is a unique psychological makeup that consistently influences behavior within a certain environmental situation. Although behavior will be consistent within consistent environments, it does not have to be consistent between environments.

A consumer can recognize problems as either an opportunity or a need. How should promotions differ between those emphasizing opportunities and those emphasizing needs? A) Promotions emphasizing needs should attempt to increase a consumer's ideal state, while promotions emphasizing opportunities should simply give locations where the products can be found for purchase. B) Promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased. C) Promotions emphasizing needs should increase the ideal state, while opportunity promotions should attempt to decrease the ideal state. D) Promotions emphasizing needs should decrease the ideal state, while promotions emphasizing opportunities should provide buying locations.

B) Promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased.

Esso (now Exxon in the United States) used the work of Ernest Dichter to influence its "Put a Tiger in Your Tank" ad campaign. Which of the following conclusions formed the rationale for the famous campaign? A) Orange and black are two of the most powerful colors in the color spectrum. B) The tiger supplies powerful animal symbolism and it contains vaguely sexual undertones. C) The size of the tiger enhances a male's ego. D) The playful nature of the tiger is appealing to female consumers.

B) The tiger supplies powerful animal symbolism and it contains vaguely sexual undertones.

The process of learning values from other cultures is called ________. A) enculturation B) acculturation C) core values D) crescive norms

B) acculturation

Our culture's current fascination with novels and movies such as the Harry Potter Series and The Lord of the Rings, in which the magician and the patriarch triumph over the sorcerer and the dictator, emphasizes the importance of ________. A) consumption movies B) archetypes C) extroversion overcoming introversion D) the superego overcoming the id

B) archetypes

Julie Morgan loves to go into Springer's Old Country Gifts. It always smells like a field of spring flowers. The lighting gives all the products a warm glow, and the mood music is just perfect for casual browsing. After her visit to the store, Julie is always in a better mood. Springer's Old Country Gifts has attracted Julie with its ________. A) store position B) atmospherics C) subliminal clues D) marketscape theme

B) atmospherics

A store environment that has been made to resemble a living room where customers can relax, hang out with friends, or even learn is referred to as a(n) ________. A) marketscape B) being space C) mindscape D) activity space

B) being space

Latrell finds that every time he goes to select athletic shoes he always buys the same brand. In fact, he doesn't even remember trying on any of the other competitive brands even though some of these brands have attractive styles and prices. Latrell's purchase decision process has become one of less and less effort. Latrell's decision process in an example of ________. A) cognitive dissonance B) brand loyalty C) ineptness D) inertia

B) brand loyalty

Researchers agree that there are various levels of commitment to an attitude. The lowest form of involvement is ________. A) identification B) compliance C) internalization D) commitment

B) compliance

The ________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message. A) central B) peripheral C) dual D) subconscious

B) peripheral

A ________ orientation dimension distinguishes between people who prefer to do one thing at a time and those who have multitasking time styles. A) social B) polychronic C) planning D) temporal

B) polychronic

The psychological dimension of time or how it is experienced is an important factor in what mathematical study? A) polychromic activity B) queuing theory C) temporal tasking D) physical metrics

B) queuing theory

According to this view, people calmly and carefully integrate as much information as possible with what they already know about a product, painstakingly weigh the pluses and minuses of each alternative, and arrive at a satisfactory decision. A) problem recognition B) rational perspective C) evoked set D) consideration set

B) rational perspective

Which of the following theories measures attitude toward the act of buying, rather than only the attitude toward the product itself? A) the theory of cognitive dissonance B) the theory of reasoned action C) the balance theory D) the theory of trying

B) the theory of reasoned action

Allen has a store that rents only formal wear to men, such as tuxedoes. Allen sells to a highly segmented market based on ________. A) product disposal B) usage situation C) mood D) sales interaction

B) usage situation

Which attitude function relates to the consumer's self-concept or central values? A) utilitarian B) value-expressive C) ego-defensive D) knowledge

B) value-expressive

The Myers-Briggs Type Indicator is based on the work of ________. A) Karen Horney B) Sigmund Freud C) Carl Jung D) Milton Rokeach

C) Carl Jung

Jeffrey Quills is seen by his friends as a somewhat strange person. At times he is lovable, warm, and friendly. At other times he can be mean-spirited, uncaring, and hostile to all who know him. Which of the following general statements about personality most closely matches what friends observe about Jeffrey? A) People have a standard personality that can be identified as belonging to one of five categories. B) Psychologists agree that a standard personality component exists in all people. C) Many studies have found that people do not seem to exhibit stable personalities. D) Most psychologists have completely abandoned the concept of personality.

C) Many studies have found that people do not seem to exhibit stable personalities.

What type of cybermediaries are intelligent agents? A) They are travel agents who answer questions online. B) They are people who can help computer users with problems they encounter when trying to shop online. C) They are computer programs that recommend products based on past purchasing patterns. D) They are search engines specifically designed for marketing online.

C) They are computer programs that recommend products based on past purchasing patterns.

Wynona was impulsive. Her friends accused her of being calculating, but she thought of herself as simply an analytical thinker. She wanted what she wanted and tomorrow could take care of itself. Researchers would classify her as being a hedonic variety-seeker. Which of the following time metaphors would best capture Wynona's perspective of time? A) Time is a pressure cooker. B) Time is a map. C) Time is a feast. D) Time is a mirror.

C) Time is a feast.

When using the ________ rule of decision making, a consumer evaluates brands on the most important attribute, but specific cutoffs are imposed. A) lexicographic B) elimination-by-aspects C) conjunctive D) compensatory

C) conjunctive

According to ________, we evaluate the effort we'll need to make a particular choice and then we tailor the amount of cognitive "effort" we expend to make that choice. A) cognitive processing B) mental processing C) constructive processing D) behavioral processing

C) constructive processing

A ________ includes a buyer, a seller, a product or service and other factors, such as how the physical environment makes one feel. A) post-purchase process B) purchase process C) consumption situation D) psychological situation

C) consumption situation

A ________ includes a buyer, a seller, and a product or service and other factors. A) seller consumption B) buyer consumption C) consumption situation D) none of the above

C) consumption situation

Features actually used to differentiate among choices are called ________ attributes. A) evaluation B) search C) determinant D) segmentation

C) determinant

A mental or problem-solving shortcut to make a decision is called a(n) ________. A) determinant B) detail rule C) heuristic D) experience rule

C) heuristic

Anna Jeter has a sudden urge she couldn't resist to buy a new purse; she was engaging in ________. A) unplanned buying B) point of purchase stimuli C) impulse buying D) none of the above

C) impulse buying

The VALS2™ group is termed the ________, who are successful consumers with many resources. This group is concerned with social issues and is open to change. A) fulfillers B) achievers C) innovators D) believers

C) innovators

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

C) innovators

The ________ hierarchy of effects assumes the consumer does not initially have a strong preference for one brand over another. Instead, a consumer acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used. A) experiential B) habitual C) low-involvement D) standard learning

C) low-involvement

In the 1950s, an approach called ________ research attempted to use Freudian ideas to understand the deeper meanings of products and advertisements. A) psychic B) archetype C) motivational D) lifestyle

C) motivational

The perception of time is different in different cultures. It would likely be most accepted for employees to be paid by the hour in a culture with which of the following perceptions of time? A) river B) map C) pressure cooker D) mirror

C) pressure cooker

The first stage in the consumer decision-making process is ________. A) information search B) evaluation of alternatives C) problem recognition D) product choice

C) problem recognition

The first step in the cognitive decision-making process is ________. A) information search B) evaluate alternatives C) problem recognition D) per purchase search

C) problem recognition

When marketer's use psychological, sociological, and anthropological factors to analyze a market, they are using ________. A) demographics B) personality C) psychographics D) positioning

C) psychographics

A decision strategy that seeks to deliver an adequate solution rather than the best possible solution is referred to as ________. A) inertia B) rationalizing C) satisficing D) anchoring

C) satisficing

A communicator's expertise, objectivity and trustworthiness refer to ________. A) corporate social responsibility B) ethics C) source credibility D) expert power

C) source credibility

The Berry and Dale advertising agency has proposed a new campaign for Bayer aspirin to overcome the public's tendency to "tune out" Bayer commercials. The proposed technique involves creating ten different 15-second spots that all demonstrate reasons for using Bayer aspirin. Which theory of message communication is the agency trying to use for in its proposal for Bayer aspirin? A) the trait-factor theory B) the balanced communication theory C) the two-factory theory D) the theory of reasoned action

C) the two-factory theory

Rick Tuan has a unique problem. He must persuade a good friend to stop smoking. He knows that if he just says "Quit," his message will be rejected. Instead, Rick chooses to offer a ________ message in which he presents the positives and negatives of quitting smoking. He feels sure that his approach will have a greater likelihood of success with his friend. A) supportive B) low-involvement C) two-sided D) refutational

C) two-sided

What form do psychographic studies take? A) lifestyle profile B) product-specific profile C) general lifestyle segmentation D) All of the above

D) All of the above

A coupon-dispensing machine in a grocery aisle and an employee handing out free samples of a new product are both examples of ________. A) pretailing B) retail theming C) shopping orientations D) POP stimuli

D) POP stimuli

________ are the use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market (and their reasons) to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium. A) Lifestyles B) Promotional segmentations C) AIO measures D) Psychographics

D) Psychographics

A company wants to persuade a customer to buy its products. If the consumer has a high degree of involvement with products that are sold by the company, what route to persuasion will the company most likely take? A) a parallel route B) a peripheral route C) a circular route D) a central route

D) a central route

A bucket in consumer decision making is ________. A) cognitive B) habitual C) affective D) all of the above

D) all of the above

A component of the ABC model of attitude is ________. A) behavior B) cognition C) affect D) all of the above

D) all of the above

One element in the muliattribute attitude model is ________. A) evaluations B) salient beliefs C) object-attribute linkage D) beliefs

D) beliefs

According to the VALS2™ system, consumers that have strong principles and favor proven brands are considered ________. A) strivers B) makers C) strugglers D) believers

D) believers

A consumer who buys the same brand over and over again exhibits ________. A) staple purchasing B) rational purchase C) customization D) brand loyalty

D) brand loyalty

Motivational research relies on ________ of individual consumers. A) psychological profiles B) Jungian analysis C) behavior targeting D) depth interviews

D) depth interviews

Lee-Ann Wang is young and enjoys risky activities such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2™ groups would Lee-Ann most likely belong? A) thinkers B) achievers C) strivers D) experiencers

D) experiencers

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

D) feedback

Psychologist David Katz developed the ________ of attitudes. A) clinical theory B) classical theory C) neoclassical theory D) functional theory

D) functional theory

According to Freud, the part of the personality that seeks immediate gratification is called the ________. A) ego B) super ego C) conflict D) id

D) id

All multiattribute attitude models specify the importance of attributes, beliefs, and ________. A) action variables B) motivations C) regency of events D) importance weights

D) importance weights

Roger was really angry when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," and complained to the local grocery store manager. In this example, which degree of commitment would be most closely associated with Roger and his attitudes? A) compliance B) identification C) information acquisition D) internalization

D) internalization

An individual who scores high on an assessment of materialism would be LEAST likely to be categorized in which of the following VALS2™ groups? A) innovators B) strivers C) achievers D) makers

D) makers

If a consumer's ideal state is very near or identical to his or her actual state, which of the following best describes the type of problem recognition the consumer would most likely have? A) opportunity recognition B) need recognition C) search recognition D) no problem recognition

D) no problem recognition

Which of the following occurs when a consumer uses a selected product and decides whether it merits his or her expectations? A) feature creep B) inertia C) framing D) post-purchase evaluation

D) post-purchase evaluation

According to the Issues Related to Purchase and Postpurchase Activities model presented in the text, the ________ includes the shopping experience, point-of-purchase stimuli, and sales interactions. A) antecedent state B) post-purchase process C) cognitive process D) purchase environment

D) purchase environment

Les just bought a megaphone of root beer. As he drinks from the giant cup, he eventually becomes full. One of his friend's comments, "If you don't stop drinking that stuff, you will get sick." Les replies, "Hey, I bought it, and I am not going to waste one drop of it." Les's behavior best illustrates ________. A) loss aversion B) hyperopia C) risk positioning D) the sunk-cost fallacy

D) the sunk-cost fallacy

The fine line between familiarity and boredom has been explained by the ________, which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad. A) balance theory B) repetition theory C) halo theory D) two-factor theory

D) two-factor theory

An individual with the personality trait of extroversion tends to be quiet and reserved.

FALSE

Attitudes only serve one function at a time. This is what makes them easy to study and chart.

FALSE

Clothing choices are often heavily influenced by the situation in which the consumer needs to wear them.

FALSE

Consumers' physical and social environments have little to do with the motives that are constructed for product usage.

FALSE

Customers are more likely to buy an inferior product now rather than wait for a better one if their culture thinks of time as a map rather than as a river.

FALSE

Ecommerce is a term that shows that many consumers want to squeeze more value out of their possessions by selling or trading them.

FALSE

In the VALS2™ system thinkers are career oriented and prefer predictability to risk.

FALSE

Reusing other people's things is unimportant in our throwaway society.

FALSE

Roxanne is one of Canada's top female models. Because of her beauty, most of Roxanne's admirers also assume that she is intelligent, wealthy, and happy with her life. This is an example of the social adaptation perspective.

FALSE

Sony offers a five-year warranty and a free customer hot line. Based on this action, consumers will most likely infer the brand personality traits of familiarity and sophistication.

FALSE

The Elaboration Likelihood Model (ELM) assumes that, under conditions of high involvement, we take the peripheral to persuasion. Under conditions of low involvement, we take a central route instead.

FALSE

The first step in the consumer decision-making process is to conduct an information search.

FALSE

The object of an attitude (Ao) can be an object or an issue, but not a person.

FALSE

Tyler told a local journalist about an upcoming astrological event, and the reporter printed the information in the newspaper the next day. A local college professor who specializes in astrophysics said the newspaper story had numerous inaccuracies and was "penned by an amateur." In this case, Tyler and the journalist created a situation in which reporting bias has occurred.

FALSE

Using the product-specific profile form of psychographic studies, a researcher would look for items that differentiate between users and nonusers of a product.

FALSE

A positioning strategy relies on the marketer's ability to convince the consumer to consider its product within a given category.

TRUE

A temporal factor is one that reflects sense of time.

TRUE

According to Freudian theory, when a young child incorporates the beliefs and ethics of his parents into his own psyche, he is essentially building a superego.

TRUE

According to the 80/20 rule, only 20 percent of a product's users account for 80 percent of the volume of product a company sells.

TRUE

Cedric runs out of gas on the way to work. He thinks to himself-"How stupid I am!" Cedric has experienced a form of a problem recognition that is being dominated by a downward movement in his actual state.

TRUE

Claire remembers that uniquely wonderful taste that can only come from a frosty mug of root beer. As she heads to the soft drink aisle in the grocery store, she decides that today is the day to experience her root beer again. Claire has just conducted what is called an informational search.

TRUE

Concern about the environment, coupled with a need for convenience, makes ease of product disposal a key product attribute.

TRUE

Conducting motivational research tends to be less expensive than conducting a large-scale, quantitative survey because interviewing and data-processing costs are relatively minimal.

TRUE

Consumers overall reactions to a product after they have bought is referred to as consumer satisfaction/dissatisfaction

TRUE

Evaluative criteria are the dimensions used to judge the merits of competing options.

TRUE

Evaluative criteria are the dimensions we use to judge the merits of competing options.

TRUE

Gasoline is the only commonly purchased product that is priced down to a fraction of a cent. This is the case because buying gasoline is a low-involvement activity, which makes point-of-purchase factors more important.

TRUE

Habitual decision making describes the choices we make with little or no conscious effort.

TRUE

Habitual decision making is the lowest order of buying decision making.

TRUE

Hirosi ordered the expensive "heart attack special" at the local pub. It came with a one-pound hamburger and a full bucket of fries. Halfway through the meal, Hirosi was not feeling well. Yet according to the sunk-cost fallacy, Hirosi will likely continue until he has finished the "special."

TRUE

Humorous ads receive attention, but many times the humor distracts from the promotional message.

TRUE

Identification occurs when we form an attitude to conform to another person's or group's expectations.

TRUE

If a consumer is following the lexicographic rule in her decision making, then she would select a brand that is the best on the most important attribute.

TRUE

If a retailer has decided to use a marketscape theme for its retail operations, the retailer's store images will be built on associations with manufactured places.

TRUE

In general, when the source of a message is perceived as attractive, the message will be more effectively communicated.

TRUE

It is possible for a person to hold two contradictory attitudes toward the same object.

TRUE

It is possible to use psychographics to identify distinct segments even for mundane products such as soap.

TRUE

It would be difficult to sell consumers life insurance if their notion of time is like a mirror.

TRUE

Lifestyle profiles look for items that differentiate between users and nonusers of a product.

TRUE

Salient beliefs are a component of the Fishbein model.

TRUE

Self-regulation refers to a person's efforts to change or maintain his actions over time.

TRUE

The Geico Gecko, Tony the Tiger and the Allstate Mayhem Man are examples of spokescharacters.

TRUE

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.

TRUE

The degree to which a person likes to try new things is called innovativeness.

TRUE

The ego is the referee in the fight between temptation and virtue.

TRUE

The evaluation of alternatives is the third stage of the consumer decision-making process.

TRUE

The fact that some customers will pay three to four times as much as others to fly first class, even though the plane arrives at the same time for every passenger, demonstrates the importance of both the social and physical surroundings in the marketplace.

TRUE

The growth of a "sharing economy" changes how many consumers think about buying rather than renting products.

TRUE

The tendency to attribute human characteristics to objects or animals is called anthropomorphism.

TRUE

The three components of the ABC model are affect, behavior, and cognition.

TRUE

The thrill of the hunt is considered a hedonic shopping motive.

TRUE

The traditional communication model that regards a broadcast message as perishable doesn't work as well with narrowcasting as it does with broadcasting.

TRUE

The two-factor theory suggests that there is a limit to the optimal number of repetitions for a message.

TRUE

The underground economy in the form of flea markets and other used-product sales formats is a significant element in the U.S. market.

TRUE

The utilitarian function relates to the basic principles of reward and punishment.

TRUE

Time poverty is creating opportunities for many new products that allow people to multitask.

TRUE

Time poverty seems to be more a problem of perception than of fact.

TRUE

When Jillian Jones is confronted with inconsistencies about a purchase, she is feeling cognitive dissonance.

TRUE

When a retail customer experiences a sudden, irresistable urge she simply can't resist, the customer is experiencing impulse buying.

TRUE

When people are more likely to save for retirement if their employers automatically deduct a set amount from their paychecks than if they have to set up this process themselves is an example of a default bias.

TRUE

Within a given store, higher prices generally indicate higher quality.

TRUE