MKT 310 FINAL EXAM #4
The author of your primary textbook (i.e., Solomon) states that the way marketers most frequently identify opinion leaders is through "self-designation." That is, the marketer finds a group of consumers who have a strong interest in a product category. The marketer has each group member complete a survey that contains questions about how active the consumer is—or is not—in giving product-related information and advice to friends and acquaintances. In addition to describing the "self-designation" technique for identifying opinion leaders, what else does Solomon say about the technique? A. It is relatively easy to use with a large group of potential opinion leaders. B. People tend to make reasonably accurate estimates of their own influence on others. C. It is a foolproof method for identifying the opinion leaders in a community. D. All of the above. E. both a and c
A. It is relatively easy to use with a large group of potential opinion leaders.
The author of your primary textbook (i.e., Solomon) describes __________ as the process that takes place when immigrants adopt products, habits, and values they identify with the mainstream culture. A. assimilation B. acculturation C. canonization D. creolization E. deethnicization
A. assimilation
We all probably know a few people who have exaggerated their positive qualities on their Facebook page and/or on a dating site. (Of course, we would never do that.) The author of your primary text (i.e., Solomon) would call such strategic exaggeration of one's virtues an example of _________. A. impression management B. identity marketing C. dysmorphing D. fantasty appeal E. symbolic interactionism
A. impression management
_____________ refers to a consumer's level of interest in a particular product. A. product involvement B. message involvement C. situational involvement D. enduring involvement E. emotional involvement
A. product involvement
Commitments are most effective when they are active, __________, effortful, and viewed as voluntary. A. public B. unconscious C. spontaneous D. secret E. spoken but not written
A. public
According to Cialdini, compliance professionals who use the "limited-number technique" and the "deadline tactic" are trying to use __________ as a weapon of influence. A. scarcity B. social proof C. reciprocity D. commitment E. liking
A. scarcity
The most widely recognized approach to measuring personality traits is the Neo-Personality Inventory, also known as the Big Five.The dimensions of the Big Five are conscientiousness, extraversion, agreeableness, ____________, and openness to experience. A. intellect B. neuroticism C. resilience D. emotional intelligence E. sensation seeking
B. neuroticism
Which age group does the author of your primary textbook (i.e., Solomon) say controls more than 50 percent of discretionary income in the U.S.? A. tweens B. senior adults C. Generation Z D. Generation X E. Generation Y
B. senior adults
Author Solomon tells us about opinion mining, a research technique that scours social media to collect and analyze the words people use when they describe a specific product or company. What is another name for this technique? A. social scrutiny B. sentiment analysis C. factor analysis D. conjoint analysis E. semantic scanning
B. sentiment analysis
Cialdini calls for "forceful counterassault" on our part against any and all compliance professionals who ____________________. A. have profit as their motive B. show us documented social proof that their brand is the best selling. C. falsify, counterfeit, or misrepresent the evidence that naturally cues our shortcut responses D. do any or all of the above E. do either b or c
C. falsify, counterfeit, or misrepresent the evidence that naturally cues our shortcut responses
the four levels of the extended self are the individual level, the _________ level, the community level, and the group level. A. actualized B. looking-glass C. family D. symbolic E. holographic
C. family
if a brand has become part of a consumers daily routine, the relationship between consumer and brand can be described as ________ A. cultural assimilation B. nostalgic attachment C. interdependence D. self-concept attachment E. love
C. interdependence
When Cialdini refers to _________, he is speaking of mental shortcuts that we employ in making our everyday judgments. At the opposite end of our thinking spectrum, he uses the term __________ as a label for when we react on the basis of a thorough analysis of all of the information. A. lexicographic rules; noncompensatory models B. trigger feature; mental jujitsu C. judgemental heuristics; controlled responding D. limited problem solving; extended problem solving E. habitual decision making; ruminaiton
C. judgmental heuristics; controlled responding
The author of your primary textbook (i.e., Solomon) states that members of __________ "are responsible for many culture-changing products and companies." As examples, he cites Google, YouTube, and Amazon. A. Generation Z B. the war baby generation C. generation Y D. generation X E. the silent generation
D. generation X
The word haptic refers to which of the five senses? A. hearing B. sight C. smell D. touch E. taste
D. touch
__________ is the name for the cognitive process that allows information to move from short-term memory into long-term memory. A. chunking B. stimulus discrimination C. forward integration D. vicarious transfer E. elaborative rehearsal
E. Elaborative rehearsal
The term "'big three' American ethnic subcultures" refers to people whose origin is __________, __________, or __________. A. Native American; Hispanic American; African American B. African American; Romani American; Hispanic American C. Native Hawaiian/Pacific Islander; Arab American; Hispanic American D. African American; Hispanic American; Balkan American E. Hispanic American; African American; Asian American
E. Hispanic American; African American; Asian American
According to Cialdini, which of the following is not a "weapon of influence" that can be used against us by compliance professionals? A. The principle of social proof B. The liking rule C. The commitment principle D. All of A, B, and C—that is, none of the above qualifies as a weapon of influence. E. None of A, B, and C- that is, each is a weapon of influence
E. None of A, B, and C- that is, each is a weapon of influence
Regarding marketers' use of psychographics, which of the following is consistent with the statements of the author of your primary text (i.e., Solomon)? A. the best-known psychographic segmentation system is tapestry segmentation, which was developed by california-based research specialist Esri. B. Many research companies and advertising agencies develop their own lifestyle segmentation typologies. C. Demographic variables tell marketers who buys; psychographic variables tell marketers why consumers buy. D. all of the above E. both b and C
E. both b and c
Solomon defines __________ as "rules of conduct that guide actions in the marketplace [and] the standards against which most people in a culture judge what is right and what is wrong, good or bad."The author goes on to say, "These universal values include honesty, trustworthiness, fairness, respect, justice, integrity, concern for others, accountability, and loyalty." A. mores B. peccadillos C. cultural imperatives D. corporate social responsibility (CSR) E. business ethics
E. business ethics
The author of your primary textbook (i.e., Solomon) borrows Ward's (1980) definition of __________: the process "by which young people acquire skills, knowledge, and attitudes relevant to their functioning in the marketplace." A. consumptive role modeling B. market indoctrination C. child commercialization D. early consumer assimilation E. consumar socialization
E. consumer socialization
The author of your primary textbook (Solomon) introduces the Elaboration Likelihood Model (ELM) of persuasion. This model predicts that a consumer will follow the central route if that consumer's involvement with the __________ is high. A. media vehicle B. popular culture of the time C. background music of the ad D. cinematography E. product message
E. product message
The Seven Categories of Marketing Activities, in their proper sequence, are market delineation, ______________, product adjustment, distribution, communication, the purchase transaction, and post transaction. A. primary and secondary marketing research B. product positioning C. customer relationship management (CRM) D. sales promotion E. purchase motivation
E. purchase motivation
According to the author of your primary textbook (i.e., Solomon), the use of large "syndicated" surveys to track shifts in consumers' values began with a survey conducted by __________ for __________, in the _____.
Yankelovich, Skelly & White ( a marketing research firm); Playtex; 1960s
Some critics of marketing have said that advertising leads people to buy products for the wrong reasons. That is, advertisers are able to artificially link products to desirable characteristics such as manliness, youth, or wisdom. Consumers then buy those products for what they have come to symbolize, rather than buying them for their ability to perform purely utilitarian functions.Which of the following does the author of your primary textbook (i.e., Solomon) cite as a counterargument to this criticism? A. Products are designed to meet existing needs, and advertising only helps to communicate their availability. B. consumers are lazy, they're often ignorant as well. Without marketers' help, they wouldn't know what to buy or for what purpose to buy it C. there's an old saying: " a fool and his money are soon parted." D. wants are basic motives that are biologically rooted. They can't be created or intensified by marketers E. if you live in modern times, you are obligated to become educated about financial responsibility and appropriate marketplace behavior, in other words, caveat emptor; let the buyer beware.
A. Products are designed to meet existing needs, and advertising only helps to communicate their availability.
Research shows that when young people are in a romantic relationship that their parents disapprove of, they tend to fall more deeply in love than might otherwise have been the case. This has come to be known as the __________ effect. A. Romeo and juliet B. Edward and bella C. beauty and the beast D. west side story E. Austin and ally
A. Romeo and juliet
Regarding age cohorts, which of the following is consistent with the statements of the author of your primary textbook (i.e., Solomon)? A. The label "Generation X" usually refers to those who were born no earlier than 1965 and no later than 1985. B. The labels "Generation Z" and "Millennial" refer to the same age cohort. C. The label "Interbellum (meaning 'between the wars') Generation" usually refers to those who were born during the years between the Korean War and the Vietnam war. D. "Tweens" is usually used to refer to those individuals whose age is between that of Generation X and the Baby Boomers. E. The label "War Baby Generation" usually refers to those who were born in the year 2003 (i.e., the beginning of the war in Iraq) or later.
A. The label "Generation X" usually refers to those who were born no earlier than 1965 and no later than 1985.
Many of the residents of Middlevale talk to Jeannie Metheny before they make a significant purchase. For instance, Mike Pike spoke with Jeannie before his most-recent automobile purchase, Gladys Mattis spoke with her before having a swimming pool installed, Valerie Mallory picked Jeannie's brain before buying new carpet, Helen Llewellyn sought Jeannie's opinion before buying a new refrigerator, and Barry Sperry spoke with Jeannie when his daughter needed an orthodontist. Jeannie isn't in any of the aforementioned businesses herself. Rather, she simply seems to always know where the best deals are, in addition to knowing which retailers, service providers, and individual salespeople are the most trustworthy. Jeannie doesn't receive a consulting fee from those who seek her advice, and she doesn't collect referral fees from the dealers, retailers, and service providers that she recommends. She does, however, feel a great deal of intrinsic satisfaction about the number of people she has been able to help spend their money wisely and effectively. Furthermore, most people who have sought her opinion believe that she has pointed them in the right direction each time. The author of your primary textbook (i.e., Solomon) would likely classify Jeannie as __________. A. a market maven B. a surrogate consumer C. mayor of the Middlevale brand community D. a monomorphic opinion leader E. a consumer tribal elder
A. a market maven
Nash Ashe is sole proprietor of a trucking company, "Haulin' Ashe." Haulin' Ashe's vehicle fleet consists of a 1997 Peterbilt model 379 day cab tractor, a Rhodes dump trailer, and a Wilson livestock trailer. Over the course of the past year, Nash's tractor has become increasingly unreliable, and he believes that if he doesn't replace it soon, he will end up spending much more than it is worth to keep it running. Nash has decided to replace his model 379 with another Peterbilt. Of course, he will buy a newer tractor—maybe a 2010 or 2011 model—and he will probably treat himself to a few creature comforts that his current truck doesn't have. And, since his new bride hates the color scheme of his current truck (as well she should, it's Tennessee orange), he'll be looking for something in a different color, as well. The author of your primary textbook (i.e., Solomon) would categorize Nash's purchase of a new tractor as which type of buying situation? A. a modified rebuy B. extensive problem solving C. a new task D. habitual decision making E. a straight rebuy
A. a modified rebuy
Between August 31, 2013 and December 31, 2013, the makers of 5-Hour Energy donated 5 cents from the sale of each specially-marked pink bottle of raspberry-flavored 5-Hour Energy to the Living Beyond Breast Cancer foundation. The cumulative donation totaled $344,269.20.This action by the parent company of the 5-Hour Energy brand would be categorized by the author of your primary textbook as __________. A. cause marketing B. content marketing C. philanthropy D. culture jamming E. social marketing
A. cause marketing
____________focuses on behaviors that are assumed to be involuntary in nature, whereas ________ deals with behaviors that are assumed to be under the consumers conscious control. A. classical conditioning; instrumental conditioning B. observational learning; classical conditioning C. the positivist approach to consumer behavior research; the interpretive approach D. instrumental conditioning; incidental learning E. cognitive learning theory; behavioral learning theories
A. classical conditioning; instrumental conditioning
Jeremy Laramie has begun to realize (usually during a "morning after") that when he spends the evening bar hopping with his frat brothers, he says and does things that he would never think of saying or doing when he is out by himself or when he is on a date with his girlfriend. At this point, Jeremy's a little puzzled about why his inhibitions and self-restraint seem to fly out the window in the company of "the guys." The author of your primary textbook (i.e., Solomon) would most likely tell Jeremy that he is a living example of the __________ concept. A. deindividuation B. social loafing C. collective value creation D. decision polarization E. homophily
A. deindividuation
__________ are the most intense affective states. __________ are the least intense. __________ are somewhere in the middle. A. emotions; evaluations; moods B. evaluations; moods; emotions C. emotions; moods; evaluations D. moods; evaluations; emotions E. evaluations; emotions; moods
A. emotions; evaluations; moods
Which of the following clinical conditions is not matched with the proper definition or label? A. harpaxophobia = fear of harpists or harp music B. peniaphobia = fear of poverty C. atephopia = fear of being ruined D. aurophobia= fear of gold
A. harpaxophobia = fear of harpists or harp music
Esther Hester-Lester goes shopping often.For Esther, a typical shopping trip on a weekday is likely to involve a stroll through the mall and the purchase of a household item and a piece of clothing or two, a stop at Trader Joe's and/or Whole Foods Market to buy a few specialty food items, a stop at Walmart to buy any of a number of household supplies, and some time kicking back and sipping a Caramel Macchiato at her neighborhood Starbucks while she catches up on her email and updates her Facebook page on her smart phone or tablet. Once in a while, she'll also include a stop at Nevada Bob's Golf Shop, Joseph A. Bank, or Best Buy to buy a surprise for her husband Chester. If you were to ask Esther to identify her favorite part of shopping—and if she were to be completely honest in her answer—she would tell you that running into people she knows and catching up on what's happening in their lives is the part of shopping that means the most to her.The author of your primary textbook (i.e., Solomon) would classify Esther's salient shopping motive as __________. A. social experiences B. sharing of common interests C. interpersonal attraction D. instant status E. the thrill of the hunt
A. social experiences
Regarding religious subcultures, organized religion, and consumption, which of the following statements is not consistentwith the words of the author of your primary textbook (i.e., Solomon)? A. Consumers who buy halal products are not necessarily Muslim, and consumers who buy kosher products are not necessarily Jewish. B. Church and synagogue attendance is highest in those geographic areas of the U.S. that have the highest concentration of Apple, Whole Foods, and Hot Topic stores. C. Consumers may belong to groups that are not part of "organized religion" but that are, nonetheless, grounded in spiritual principles that have some basis in religion. Weight Watchers and Alcoholics Anonymous are a couple of examples. D. It's a bad idea to create an advertising message that disrespects a set of religious beliefs or a religious figure such as Mohammed, Jesus, Buddha, the Pope, or the Dalai Lama. The backlash may be severe. E. Seventh-Day Adventists have dietary requirements that are similar to those of Muslims.
B. Church and synagogue attendance is highest in those geographic areas of the U.S. that have the highest concentration of Apple, Whole Foods, and Hot Topic stores.
The Conference Board is an economic think tank whose members include approximately 1,600 corporations and other organizations. Among other activities, the group measures and tracks consumer confidence, which it reports monthly in the form of the U.S. Consumer Confidence Index. Regarding consumer confidence, which of the following statements is consistent with what the author of your primary textbook (i.e., Solomon) says? A. It is primarily a measure of self-esteem and social adjustment. B. It reflects how optimistic or pessimistic people are about the future health of the economy. C. When consumer confidence is high, people are likely to take on less debt. D. All of the above. E. both b and c
B. It reflects how optimistic or pessimistic people are about the future health of the economy.
In psychological experiments by Professor __________ and colleagues, unwitting subjects who were placed in the role of Teacher were told by a researcher to deliver "electric shocks" as punishment to a Learner for answering test questions incorrectly. The "Teachers" did not know that the shocks were not real or that the "Learner" was acting a role. The results "shocked" researchers. As the voltage of the "punishment" was increased to life-threatening levels and the "Learners" screamed and begged for the experiment to end, the "Teachers" sometimes questioned whether they should continue, and they often showed outward signs of great stress. Even so, the "Teachers" almost always continued to deliver the "shocks" to the tormented "Learners." A. John Darley B. Stanley Milgram C. Daniel Kahneman D. Ellen Langer E. Albert Bandura
B. Stanley Milgrim
In the ABC model of attitudes, ABC stands for A. advantage; benefit; convenience B. affect; behavior; cognition C. acknowledgement; belief; conviction D. arbitrage; bitcoin; cryptocurrency E. attraction; buy-in; commitment
B. affect, behavior, cognition
For some purchase decisions, a consumer's decision process may be a cognitive one. For other purchases, that same consumer's decision process may be habitual, i.e., hardly a decision at all. For still other purchases, that consumer may go through a(n) __________ decision process. A. rational B. affective C. sequential D. deliberate E. automatic
B. affective
Ironically, economic success and wealth leave some people feeling dissatisfied and worthless. Some critics of materialism and conspicuous consumption—among them San Francisco scion Fred Whitman, American civil rights and children's advocate Marian Wright Edelman, Milwaukee psychotherapist Jessie O'Neill, and British psychologist Oliver James—contend that this "ailment" follows the pattern of a progressive disease; that is, the more wealth the "patient" accumulates, the worse he or she feels. Some of the more radical critics of materialism contend that this ailment has become widespread enough in our society as to now qualify as an "epidemic." The name that is used to refer to this alleged epidemic (and also the title of a 2012 indie film) is __________. A. succosis B. affluenza C. the guilt-greed spiral D. accumulitis E. soros sepsis
B. affluenza
"The conscious designing of retail space and its various dimensions — including colors, scents, and sounds" — refers to __________. A. retail feng shui B. atmospherics C. gembamatics D. point-of-purchase stimuli E. polychronics
B. atmospherics
Shoppers tend to move through a store in __________ direction and they are more likely to choose items from shelves that are to their __________. A. clockwise; left B. counterclockwise; left C. clockwise; right D. counterclockwise; right
B. counterclockwise; left
According to the author of your primary textbook (i.e., Solomon), the field of consumer behavior is the study of the processes involved when individuals or groups select, purchase, use, or______________products, services, ideas, or experiences to satisfy needs and desires. A. abuse B. dispose of C. return D. repurpose E. regift
B. dispose of
The author of your primary textbook (i.e., Solomon) defines __________ as "the process of learning the beliefs and behaviors endorsed by one's own culture" and __________ as "the process of learning the value system and behaviors of another culture." A. assimilation; ethnicization B. enculturation; acculturation C. instrumentalization; terminlization D. identification; empathization E. adaptation; cooptation
B. enculturation; acculturation
A consumer researcher who refers to herself as a "postmodernist" could also be accurately labeled as a(n) A. absolutist B. interpretivist C. historcist D. postivist E. empricist
B. interpretivist
____________view the world as a "pastiche," that is, as a mixture of images A. absolutists B. interpretivists C. Empiricists D. Historicists E. Absolutists
B. interpretivists
Looking at consumer attitudes through the "lens" of the functional theory of attitudes, if a consumer holds a particular attitude because it helps him achieve some order or structure in his life, the attitude is said to serve a(n) __________ function. A. ultiliatarian B. knowledge C. ego-defensive D. value-expressive E. deconstructive
B. knowledge
"A __________ recognizes that people sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time, and how they choose to spend their disposable income" A. geodemographic segmentation scheme B. lifestyle marketing perspective C. mass-marketing perspective D. demographic segmentation scheme E. heterogamous approach to social stratification
B. lifestyle marketing perspective
From The Wall Street Journal (November 25, 2011): A woman shot pepper spray to keep shoppers from merchandise she wanted during a Black Friday sale, and 20 people suffered minor injuries, authorities said. The incident occurred shortly after 10:20 p.m. Thursday in a crowded Los Angeles-area Walmart as shoppers hungry for deals were let inside the store. Police said the suspect shot the pepper spray when the coverings over the items she wanted were removed. "Somehow she was trying to use it to gain the upper hand," police Lt. Abel Parga told The Associated Press early Friday. He said she was apparently determined to buy a particular electronic item, and used the pepper spray to keep other shoppers at bay. If Cialdini were asked to comment on the psychological underpinnings of this aggressive shopper's regrettable behavior, he would most likely say that it is explained by __________. A. the social proof principle B. psychological reactance theory C. the Werther effect D. classical conditioning. E. the Milgrim paradox
B. psychological reactance theory
To define __________, the author of your primary textbook (i.e., Solomon) cites Park and Lessig (1977): "an actual or imaginary individual or group conceived of [as] having significant relevance upon an individual's evaluations, aspirations, or behavior." A. nominal network B. reference group C. consumer cohort D. insidious influence E. cult of consumption
B. reference group
When the Peace Corps began using the slogan "The toughest job you'll ever love," it was attempting to connect the benefits of its products with which level of needs (on Maslow's hierarchy)? A. belongingness B. self-actualization C. physiological D. ego E. safety
B. self-actualization
Solomon states that about 37 million people per year visit websites such as Birchbox, Ipsy, and Graze where they can sign up to receive "surprises" on a regular basis.The author of your primary text (i.e., Solomon) refers to this technique as __________. He recommends it as a way to increase consumers' __________ involvement. A. co-creation; product B. subscription boxes; situation C. mass customization; product D. personalization; situational E. adding novelty; message
B. subscription boxes; situational
When the author of your primary textbook (i.e., Solomon) speaks of the "horizontal revolution," he is talking about __________. A. the fact that in recent years, more and more businesses have begun to communicate with—and share information with—their competitors B. the ever-increasing amount of product- and brand-related information that consumers now share with each other, usually through social media C. breakthrough innovations in sleep technology, such as the Tempur-Pedic® mattress and the Sleep Number® system D. the fact that marketing executives now tend to prefer "lateral" job changes to being promoted "up the ladder" E. the fact that typical young American adults spend many more hours lounging on a sofa or recliner than their parents did
B. the ever-increasing amount of product- and brand-related information that consumers now share with each other, usually through social media
Psychological reactance appears to be the most present, and the most powerful, when people are at two particular ages: __________ and __________. A. early career; retirement B. the terrible twos; teenage years C. their twenties; their thirties D. teenage years; senior citizenhood E. toddlerhood; middle age
B. the terrible twos; teenage years
Of one specific age cohort, the author of your primary textbook (i.e., Solomon) says: "Unlike their parents or older siblings, __________ tend to hold relatively traditional values and they prefer to fit in rather than rebel." A. Gen Zers B. Gen Xers C. Gen Yers D. Tweens E. baby boomers
C. Gen Yers
The term digital native is used to refer to __________. A. Someone who grew up before the age of the internet, social media, and smart phones, but who has wholeheartedly embraced such technology B. Someone who grew up in the Silicon Valley area of California, before it was called the Silicon Valley C. Someone who grew up in a highly networked, always-on world and to whom digital technology appears to have always existed D. Anyone who was born in the First World country, such as the United States, Japan, Germany, and The United Kingdom, or Canada E. Someone whose parent or parents worked for a computer company such as IBM
C. Someone who grew up in a highly networked, always-on world and to whom digital technology appears to have always existed
which of the following is likely to engage in the most comprehensive and/or most prolonged information search? A. a consumer who is an expert on the product B. a consumer who is a novice or newbie relative to the product C. a consumer who is moderately knowledgeable about the product
C. a consumer who is moderately knowledgeable about the product
Commitments are most effective when they are ________, public, effortful, and viewed as voluntary. A. undiscoverable B. covert C. active D. spontaneous E. written but not spoken
C. active
__________ is the name that social scientists use to refer to our feelings, moods, and emotions. A. subjective cognitive biases B. drama threshold C. affect D. countenance E. demeanor
C. affect
A "Japander" is A. somebody who is extremely interested in Japan B. a pokemon species whose tail is always on fire C. an American celebrity who appears in a lot of commercials in Japan. D. an amphibian that is shaped like a lizard E. a consumer who typically is persuaded by the peripheral route rather than the central route
C. an American celebrity who appears in a lot of commercials in Japan.
__________ refers to the possession of both masculine and feminine traits A. ambivalence B. anthropomorphism C. androgyny D. arthogryposis E. Antipathy
C. androgyny
Automobile dealers often wait until the price of a car has been negotiated before suggesting the addition of options and accessories. According to Cialdini, they do this to exploit the power of _________. A. the rule of reciprocation B. the "foot-in-the-door" technique C. the contrast principle D. the consistency principle E. the scarcity principle
C. the contrast principle
In 2009, the U.S. Department of Education estimated that approximately ____ percent of adult Americans lack the reading skills to carry out everyday tasks, such as reading the newspaper or the instructions on a pill bottle. A. 12 B. 8 C. 2 D. 14 E. 18
D. 14
Inside the corporate offices of a well-known restaurant chain, marketing executives Cody Brody, Zach Black, and Madison Radisson are discussing where to locate their next restaurant. Cody thinks they should locate in a Boomtown Singles Zip Code; Zach thinks they should locate in a Blue Blood Estates Zip Code; Madison would like to see the next location be in a Zip Code where the Young Digerati live. Cody, Zach, and Madison are using the __________ approach to segmenting and targeting their market. A. Ansoff Product-market matrix B. GE/ McKinsey matrix C. BCG D. PRIZM E. VALS2
D. PRIZM
According to Cialdini, which of the following is a fraudulent attempt by a compliance professional to trigger our use of the social proof heuristic? A. An online fashion retailer allows customers who have purchased an item to rate it on a scale of one to five and to post a narrative-style review of 500 or fewer characters. The average numerical rating is posted by the listing of the item, and all shoppers can read all of the narratives, if they so choose. B. Bloggers who express their fanaticism about a new product in their own (but publicly visible) online space C. Live audience laughter at the taping of an installment of James Corden or Jimmy Fallon D. The "ordinary citizen" who gives a seemingly candid and unrehearsed testimonial in a television commercial is really a paid actor who is following a script E. Both A and D
D. The "ordinary citizen" who gives a seemingly candid and unrehearsed testimonial in a television commercial is really a paid actor who is following a script
Which of the following words or expressions is not matched with the correct definition? A. Lurkers = members of an online community who absorb content that others post but contribute none of their own B. Flaming = USING ALL CAPITAL LETTERS TO EXPRESS ANGER IN AN ONLINE POST C. Dispreferred marker = a phrase like "I'll be honest" or "I don't want to be mean, but . . ." that people use in a negative online post to make it seem a little less harsh D. Viral marketing = a marketing message that is encoded into a computer virus and forwarded from a user's email account without his or her knowledge E. Mass connectors = Forrester Research's name for the 6.2 percent of social media users who post 80 percent of brand mentions
D. Viral marketing = a marketing message that is encoded into a computer virus and forwarded from a user's email account without his or her knowledge
Regarding brand personality, which of the following statements is consistent with the statements of the author of your primary textbook? A. many consumers, especially younger ones have a sensitive BS detector that tells them when a brand is not being authentic B. A brand personality is the set of traits people attribute to a product as if it were a person C. consumers easily assign personality qualities to all kinds of inanimate objects and products-- even kitchen appliances and athletic shoes D. all of the above E. both a and C
D. all of the above
Regarding discretionary spending in the U.S., with which of the following statements would the author of your primary textbook (i.e., Solomon) likely agree? A. "Tightwads" (i.e., those who hate to part with even a penny) outnumber "spendthrifts" (i.e., those who try to buy everything in sight). B. Men are more likely than women to be tightwads. C. Frugality is driven by the pleasure of saving, whereas "tightwaddism" is driven by the pain of paying. D. All of the above. E. Both b and c
D. all of the above
Regarding opinion leaders, which of the following statements is consistent with the information in your primary (i.e., Solomon) textbook? A. Most opinion leaders are everyday consumers, not celebrities. B. Opinion leaders also tend to be opinion seekers—that is, in addition to providing information, they also actively seek it from others. C. Opinion leaders are not necessarily purchasers of the products they recommend. D. All of the above. E. both a and b
D. all of the above
Regarding social mobility, which of the following is consistent withwhat the author of your primary textbook (i.e., Solomon) says? A. Upward mobility is greater in the Northeast, Great Plains, and West than in the Southeast and Midwest. B. Upward mobility is greater in urban areas where poor families live alongside better-off people than in areas where they are segregated into low-income neighborhoods. C. Upward mobility is greater in areas that have higher percentages of two-parent households, better schools, and more civic engagement. D. All of the above. E. both A and c
D. all of the above
Regarding values, which of the following statements is consistent with information presented by the author of your primary textbook (i.e., Solomon)? A. Some values are universal (e.g., health, wisdom, family). However, different cultures may rank those values in different orders of importance. B. We learn a lot about a culture's priorities when we look at the values that are communicated in its advertising messages. C. Two people can engage in the same behavior (for example, protesting U.S. involvement in a war), but the belief systems that drive those behaviors may be different (for example, concern about the economic effect versus belief in the sanctity of life). D. All of the above E. both b and c
D. all of the above
Regarding word-of-mouth (WOM) communication, which of the following statements is consistent with what the author of your primary (i.e., Solomon) textbook says? A. WOM influences up to 50 percent of all consumer-goods sales. B. Consumers place more importance on negative WOM than they do positive. C. Unlike advertising, WOM often comes with social pressure to conform to the communicator's recommendations. D. All of the above. E. Both a and c
D. all of the above
Which of the following does Cialdini recommend as a "counterassault" against compliance professionals who try to activate our reliance upon heuristics? A. If you see a bartender "salting" a tip jar, do not leave him or her a tip. B. If you see a commercial in which an "ordinary individual's" unrehearsed review is faked by a professional actor, don't buy the product. Better yet, send a letter to the product manufacturer telling them why you will not buy, and suggest that they find another advertising agency. C. Refuse to watch TV programs that use canned laughter. D. All of the above. E. None of the above.
D. all of the above
Which of the following is a valid research finding? A. When a stop light turns green, drivers who have to wait for the car ahead to move will wait longer to honk if the car is an expensive, luxurious model. B. Pedestrians are more likely to follow a jaywalker's lead and step into the street if the jaywalker is well dressed. C. When a conversation with a stranger is already in progress, if Prof. A. were to tell his conversational partner that he is a professor, that person would immediately begin to speak less freely and more formally. D. All of the above. E. both A and B
D. all of the above
Which of the following is an example of an advertiser's attempt to capitalize on the Authority Principle? A. "Recommended by nine out of ten dentists" (Sensodyne) B. "The brand of pain reliever that doctors recommend more than any other" (Tylenol) C. "#1 pediatrician-recommended brand" (Pedialyte) D. All of the above. E. Both B and C
D. all of the above
Which of the following is true regarding the reciprocity rule? A. We're likely to comply with the request of somebody we feel obligated to, even if we don't like that person B. A person can trigger in us a feeling of obligation by doing an "uninvited" favor — that is, something we would not have thought to ask for, and that we may not particularly value in and of itself C. "Compliance professionals" who abuse the reciprocity rule may ask from us—and receive—a return favor that is much larger than any favor that they have done for us. D. All of the above E. None of the above
D. all of the above
Martin Barton, 51, wants a new leather jacket. He'll probably buy one. Martin wants the jacket to be appropriately warm for late fall weather, but he also wants it to send a signal: This guy knows quality and he knows style. Martin is a little unsure as to which style of jacket is most appropriate . . . should it be smooth leather or rough? What color . . . light brown, dark brown, or black? Should it have a zipper or buttons? Should it be bomber-jacket length or mid-thigh length? Martin remembers that Jerry Seinfeld wore a leather jacket in several episodes of his show, and he remembers that of all of Jerry's looks, he appeared coolest when he wore that jacket. Martin doesn't remember the exact details of Seinfeld's jacket, so he plans to watch old Seinfeld episodes on Hulu or Amazon Instant Video at his earliest opportunity. As he is making a mental note to do so, Martin also tells himself: "It's the jacket Seinfeld was wearing that you're looking for, not the one that Kramer sometimes wore. But, make sure you get a good look at Kramer's jacket, too, so you know what not to buy." Clearly, Jerry Seinfeld is part of Martin's __________ reference group, while Kosmo Kramer is part of Martin's __________ reference group. A. membership; aspirational B. formal; informal C. dissociative; formal D. aspirational; avoidance E. objective; rejective
D. aspirational; avoidance
The author of your primary textbook (i.e., Solomon) states that __________ occurs when a product we associate with a specific ethnic group detaches itself from its roots and appeals to other groups as well. Solomon points to bagels as an example. Perhaps bratwurst, pasta, and tapas might qualify, as well. A. creolization B. acculturation C. canonization D. deethnicization E. assimilation
D. deethnicization
If someone who appears to be an authority is asking us to do something, Cialdini recommends that we A. ask, "Is this authority truly an expert?" B. (if we indeed verify that the authority is an expert) ask, "Are this authority's credentials actually relevant to what he or she is talking about, and what he or she is asking me to do?" C. (if we indeed verify that the authority is an expert) ask, "How truthful can we expect this expert to be?" D. do A and B—and C if the answers to A and B are both affirmative. E. show outward disregard and disbelief in order to throw the person off balance; he or she probably is an imposter, anyway.
D. do A and B—and C if the answers to A and B are both affirmative.
Sometimes we'll put forth a lot of effort to make a purchase decision. We'll gather information from a variety of sources and compare brands until we're certain we can choose the item that's best for us.Other times, we save time and effort and rely on a "mental rules of thumb," such as "the most expensive one will last longer" or "buy the brand Mom uses."The author of your primary textbook (i.e., Solomon) refers to these rules of thumb as __________, as does Cialdini as well A. algorithms B. snaps C. covariants D. heuristics E. evaluative determinants
D. heuristics
Products that have characteristics from two completely different domains — such as crossover vehicles (part passenger car, part SUV), two-in-one computers (part notebook, part tablet), and "athleisure" fashion — are called __________ products. A. syncretic B. idiomatic C. creolized D. hybrid E. eccentric
D. hybrid
When a television commercial is aired during your favorite program, or a telemarketer calls to try to sell you something, or a salesperson calls out to you from a kiosk in the mall (or blocks your path while trying to engage you in conversation) — these are examples of __________.When a brand gives you an opportunity to subscribe to its YouTube channel, or a reward program's sign-up page allows you the opportunity to check a box saying you do not want to receive promotional offers by email, or you receive email advertising from a company whose blog you have subscribed to — these are examples of __________. A. earned media; paid media B. advertising; sales promotion C. personal selling; advertising D. interruption marketing; permission marketing E. enlightened marketing; primitive-marketing
D. interruption marketing; permission marketing
According to Cialdini and the researchers he cites, we can easily be influenced by people we like. And, more often than not, we like somebody who __________. A. pays us a compliment B. is similar to us C. is connected to something positive D. is described as any of the above
D. is described as any of the above
About __________ of unplanned purchases happen because the shopper recognizes a new need while in the store. A. four-fifths B. seven-tenths C. one-fourth D. one-third E. one-half
D. one-third
The mathematical study of waiting in lines is called __________ A. atmospherics B. environmental psychology C. gemamatics D. queuing theory E. polychronics
D. queuing theory
the field of consumer behavior is the study of the process involved when individuals or groups select, purchase, use or. return products, __________, ideas, or experiences to satisfy needs or desires A. beverages B. entertainment C. communications D. services E. literature
D. services
According to Cialdini, we may unthinkingly comply with "nonauthorities" as if they were authorities if A. they refer to themselves—or are referred to by others—as "Doctor so-and-so," even if the title of "Doctor" has not been legitimately earned. B. they wear a uniform—or even simply dress nicely and respectably. C. they are accompanied by the "trappings" of authority or success, such as prestigious jewelry or cars. D. they do any of the above. E. They do either b or C
D. they do any of the above
Regarding the dark side of consumer behavior, which of the following statements is not consistent with the information that Solomon presents? A. more than three out of five people admit that they have falsely taken credit for making something from scratch B. women diagnosed with compulsive shopping disorder (CSD) outnumber men by four to one C. shoplifting is the fastest-growing crime in the US D. a chapstick addicts support group has more than 250 members E. The most frequently shoplifted products are cosmetics, candy, and nonprescription drugs such as antacids and cold remedies.
E. The most frequently shoplifted products are cosmetics, candy, and nonprescription drugs such as antacids and cold remedies.
Inside the corporate offices of a well-known consumer packaged goods company, marketing executives Janis Moranis and Bart Smart are having a spirited discussion. Specifically, they are debating whether they should tailor the marketing mix of their new product to appeal to the "Makers" market segment or the "Believers" segment, or whether they should develop a separate marketing mix for each of those segments.From their use of labels like "Makers" and "Believers" to describe their target market, we can determine that Janis and Bart's company has bought into the __________ segmentation typology. A. PRIZM B. BGG C. ansoff product-market matrix D. tapestry E. VALS2
E. VALS2
The author of your primary textbook (i.e., Solomon) identifies several similarities—and differences—between organizational decision making (i.e., purchase decisions made by companies and other organizations) and household decision making. Regarding these similarities and differences, with which of the following statements is consistent with what Solomon says? A. The roles played by members of an organization's buying center (e.g., initiator, gatekeeper, influencer, etc.) are likely to exist in household purchase decisions, as well. B. Just like a company has a chief financial officer (CFO), a household is likely to have a "family financial officer" (FFO). C. Companies that market to businesses (B2B marketers) rely on advertising as their primary means of communicating with their customers; companies that market to consumer households (B2C marketers) emphasize personal selling rather than advertising. D. All of the above. E. both a and b
E. both a and b
Regarding marketers' use of psychographics, which of the following is consistent with the statements of the author of your primary text (i.e., Solomon)? A. most consumer researchers who conduct psychographic research will define consumer lifestyles based on combinations of three categories of variables: activities, interests, and opinions. B. Many research companies and advertising agencies develop their own lifestyle segmentation typologies C. Demographic variables tell marketers who buys; psychographic variables tell marketers why consumers buy. D. all of the above E. both b and c
E. both b and c
To avoid having the reciprocity rule used against us, what does Cialdini advise? A. Turn down any and all offers of anything free B. Accept a favor for what it is, and plan to honor your obligation to repay it with a favor of appropriate worth C. If you have accepted a favor, and that favor later proves to be a compliance tactic, call it what it is: a trick. Keep the favor, and don't feel obligated to the trickster. D. do all of the above E. do both b and c
E. do both b and c
If we try a restaurant because it has been recommended by a celebrity chef, the influence mechanism has most likely been __________ power. If, on the other hand, we try the restaurant because it has been mentioned by a favorite movie star, then __________ power has worked its magic. A. legitimate; coercive B. expert; information C. information; reward D. coercive; referent E. expert; referent
E. expert; referent
Part of the power of the scarcity principle is that sometimes when we follow it, we are right (and efficient). It also has another source of power: As opportunities become less available, we lose __________ (and we hate that). A. our self-respect B. our perspectie C. friends D. our presence of mind E. freedoms
E. freedoms
News flash: Teens are conflicted. (I know, right?) Research by the Saatchi & Saatchi advertising agency (1993) identified four basic conflicts that tend to be common to all teens. Researchers at the agency used the expression "_______________" to refer to teens' tendency "to view adults as hypocrites, whereas they see themselves as sincere" and their "struggle to reconcile their view of how the world should be with the realities they perceive around them." A. rebellion vs. conformity B. autonomy vs. belonging C. authenticity vs. contrivance D. narcissism vs. intimacy E. idealsim vs. pragmatism
E. idealism vs. pragmatism
Solomon defines social power as "the capacity to alter the actions of others." This definition, incidentally, is based on the writings of psychologists French and Raven (1959). Professor French, unfortunately, taught at the University of M . . . M . . . Mi . . . Mich . . . I can hardly bring myself to say it . . . Michigan. Professor Raven spent most of his career at another disreputable institution of higher learning (UCLA). Solomon goes on present and describe six "bases of power" that were originally identified by French and Raven. A base of power, Solomon explains, provides the reason that a person can influence another. The bases of power, as presented by Solomon, are reward power, coercive power, legitimate power, expert power, __________ power, and referent power. A. delegated B. absolute C. connecting D. fiduciary E. information
E. information
According to the U.S. Department of Agriculture, a rural Census tract is a food desert if 33 percent of the population or 500 people, whichever is less, live more than _____ mile(s) from a grocery store. A. five B. three C. four D. two E. one
E. one
According to the author of your primary textbook (i.e., Solomon), __________ is the process by which we select, organize, and interpret the sensory stimuli that our taste buds detect. A. rumination B. materializaiiton C. visualization D. scrutinization E. perception
E. perception
lohas is an abbreviation for
lifestyles of health sustainability
