Tingnan ang lahat ng mga set ng pag-aaral

11,13,16,17 MKTG

Pataasin ang iyong marka sa homework at exams ngayon gamit ang Quizwiz!

Which of the following is the FIRST step in the approach for developing situation-based marketing strategies? A) Use observational studies, focus group discussions, depth interviews, and secondary data to discover the various usage situations that influence the consumption of the product. B) Survey a large sample of consumers to better understand and quantify how the product is used and the benefits sought in the usage situation by the market segment. C) Construct a person-situation segmentation matrix. D) Evaluate each cell in terms of potential. E) Develop and implement a marketing strategy for cells that offer sufficient profit potential given your capabilities

When considering consumers' ideal levels of performance on attributes when using a multiattribute attitude model, which attitude index is best? A) 0 B) 25 C) 50 D) 100 E) over 100

A) 0

Some attitudes serve primarily as a means of organizing beliefs about objects or activities such as brands and shopping, which serves a(n) _____ function. A) knowledge B) value-expressive C) utilitarian D) ego-defensive E) orientation

A) knowledge

Consumers who browse and/or purchase in more than one channel are known as _____. a. cosmopolitan b. multi-channel shoppers c. multi-taskers d. market mavens e. opinion leaders

Which measurement technique used to assess consumers' evaluative criteria assumes consumers will not or cannot state their evaluative criteria? A. direct B. indirect C. primary D secondary E. differential

indirect

Hannah asked her mother to buy her a certain brand of athletic shoes because that's what all the other kids are wearing at school. For Hannah, which type of motive is most likely underlying her request for that specific brand? A. instrumental motive B. affective motive C. cognitive motive D consummatory motive E. personal motive

instrumental motive

Which type of motives activates behaviors designed to achieve a second goal? A. instrumental motive B. affective motive C. cognitive motive D consummatory motive E. personal motive

instrumental motives

The top categories of online spending include _____. a. travel b. apparel c. computers and peripherals d. a and c e. all of the above

A socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning is referred to as a _____. A) ritual situation B) momentary condition C) prescriptive D) schema E) holiday

All those factors particular to a time and place that do not follow from knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior are known as _____. A) situational influence B) motivators C) consumption triggers D) consumption influencers E) motivational influence

Binge drinking among college students can be described as a(n) _____. A) ritual behavior B) socially desirable behavior C) task accomplishing behavior D) antecedent behavior E) value-expressive behavior

Which of the following is an ancient solemn event marketing the coming of age of a Jewish male? A) bar mitzvah B) bat mitzvah C) Chanukah D) Passover E) Yom Kippur

Clara is shopping with her friend, Jane, when they both went into a drug store. Clara needed to buy medication for hemorrhoids, but she was reluctant to do so in front of Jane. Which emotion was Clara probably experiencing in this situation? A) embarrassment B) shame C) fear D) anger E) disappointment

Decisions made by consumers regarding the _____ situation can create significant social problems as well as opportunities for marketers. A) disposition B) purchase C) communication D) expanded usage E) usage

Decor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object are included in which situational characteristic? A) physical surroundings B) social surroundings C) temporal perspectives D) task definition E) antecedent states

Every year around the 4th of July, families get together and celebrate a family reunion as well as Independence Day. The Normans, one such family, does this every year, and the party is pretty much the same every year. A cookout is held at one family member's home, and games for the children are played, such as a three-legged race and an egg toss competition. The family that wins the overall competition gets to take home a hideous, but meaningful trophy for that year. This is an example of a _____. A) ritual situation B) momentary condition C) prescriptive D) schema E) social schema

Giving out candy to children on Halloween, giving chocolate and roses to sweethearts on Valentine's Day, and wearing green and drinking green beer on St. Patrick's Day are all examples of _____. A) ritual situations B) momentary conditions C) prescriptives D) schemas E) social surroundings

In which situation do marketers attempt to place their ads in appropriate media contexts to enhance their effectiveness? A) communications B) purchase C) usage D) disposition E) preliminary

Melanie lives in a small city that does not have a lot of the interesting retail stores. She and her two best friends take a trip twice a year to places such as Atlanta, Dallas, and Chicago to go shopping. It's so exciting for them to go in some of the stores because they are so unique, and they have only seen them online or in catalogs. Also, several cities now have lifestyle centers or town centers that are reminiscent of downtown in bygone days. All of the factors such as decor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the merchandise that Melanie and her friends make a special trip to experience comprise which situation characteristic? A) physical surroundings B) social surroundings C) temporal perspectives D) task definition E) antecedent states

The situation in which consumers receive information has an impact on their behavior and is referred to as the _____ situation. A) communications B) purchase C) usage D) disposition E) preliminary

Walker and his wife have two children. They have purchased a new computer for their household every four years or so for almost twenty years. When Walker purchases a new one, usually for him to be able to work at home, one of his children will get the old one. However, they have a few old computers sitting in the attic and garage because Walker doesn't really know how to get rid of them. This is an example of which type of situation? A) disposition situation B) purchase situation C) communications situation D) expanded usage situation E) replacement situation

Which of the following are components of the physical environment? A) colors, aromas, music, and crowding B) normal and expanded usage C) utilitarian and hedonic product characteristics D) moods and momentary conditions E) internal and external influences

Which of the following is NOT a consumption response? A) task definition B) problem recognition C) purchase D) disposition E) alternative evaluation

Which of the following is a negative emotion influenced by both the product (e.g., hearing aids, feminine hygiene products) and the situation? A) embarrassment B) shame C) fear D) anger E) disappointment

With respect to the typology of service environments, a bank would be categorized as _____. A) utilitarian B) personal C) hedonic D) tangible E) moderate

Nike has several models of athletic shoes, and most have high functionality. However, several models are also sleek looking and can actually make a fashion statement for the wearer as well as performing the functional aspects of the product. By going beyond the cognitive associations of functionality and attempting to tap consumers' affective reactions, Nike and other marketers are developing products with _____. A) aesthetic appeal B) aspirational appeal C) benefit appeal D) social appeal E) personality appeal

A) aesthetic appeal

Why are the SAM and adSAM measures effective across cultures? A) because the pictorial representations don't require translation or alteration B) because the numerical representations don't require translation or alteration C) because they are based on emotions D) because they are based on attitudes E) because the musical representations do not include lyrics

A) because the pictorial representations don't require translation or alteration

Segmenting consumers on the basis of their most important attribute or attributes is called _____. A) benefit segmentation B) demographic segmentation C) psychographic segmentation D) attribute segmentation E) utilitarian segmentation

A) benefit segmentation

For years, American automobiles did not have the level of quality that foreign, particularly Japanese, automobiles had. However, that has changed, and most automobiles built in the United States have comparable or superior quality than imports. Consumers' attitudes are slow to change, however, and marketers must use which strategy to change the cognitive component of consumers' attitudes? A) change beliefs B) shift importance C) add beliefs D) change ideal E) change feelings

A) change beliefs

Simply presenting a brand to an individual on a large number of occasions might make the individual's attitude toward the brand more positive is known as _____. A) mere exposure B) the familiarity effect C) positive exposure D) repetitive exposure E) the saturation effect

A) mere exposure

Duane is attempting to determine consumers' attitudes toward his restaurant by asking them their beliefs about how his restaurant performs on several attributes, such as price, ambience, quality of the food, and friendliness of service. Consumers can rate his restaurant with a score of 1 to 7 for each of these attributes, with 7 being the highest. Duane adds up the scores to see how he performs, using the assumption that a higher total is better. At a basic level, which type of model is Duane using? A) multiattribute attitude model B) cognitive assessment model C) belief assessment model D) summation model E) attribute heuristic model

A) multiattribute attitude model

Dr. Rosenfeld is the doctor on Sunday House Call, a Sunday morning health program on the Fox News channel. Dr. Rosenfeld is highly esteemed in his field and provides up-to-date medical information for viewers. Sometimes he recommends specific products, and Valerie, a regular viewer of the program, trusts what he says or recommends because he doesn't seem to have an apparent motive to mislead viewers. Which characteristic does Dr. Rosenfeld possess? A) source credibility B) source derogation C) source experience D) source likeability E) source attractiveness

A) source credibility

Advertisements and packages for Kellogg's Smart Start breakfast cereal include the seal of the American Heart Association, indicating that it is a hearty-healthy choice. This seal can influence consumers to purchase this brand because the American Heart Association has a reputation of trustworthiness and expertise. The seal appearing on packages and in advertisements represents a _____. A) third-party endorsement B) testimonial C) two-sided message D) sponsorship E) message frame

A) third-party endorsement

Atmosphere is referred to as _____ when describing a service business such as a hospital, bank, or restaurant. A) landscape B) servicescape C) ambiance D) environment E) servqual

Carmen is double majoring in fashion merchandising and graphic design in college. When she graduates, she wants to design the physical environment of retail stores, particularly those in women's fashions. She wants to create environments that create specific mood responses in shoppers. Which field best describes what Carmen wants to do? A) architecture B) retail atmospherics C) art D) graphic design E) marketing

Features of the individual person that are not lasting characteristics, such as momentary moods or conditions, are called _____. A) personality B) antecedent states C) context effects D) task definition E) self-concept

Gertrude is very environmentally-conscious, so she only uses paper bags at the grocery store and tries to purchase items in packages that are recyclable. Her behavior concerns which type of situation? A) socially sensitive situation B) disposition situation C) usage situation D) purchase situation E) communications situation

In the United States, a man usually gives a woman a diamond ring for her to wear on her left-hand ring finger when they become engaged to be married. However, one diamond distributor has developed the idea that women should wear diamonds on their right hands as well. Marketing communications regarding the Diamond Right Hand Ring stress the independence of women and their ability to buy a diamond for themselves. One ad claims that a diamond on a left hand says "we," while a diamond on the right hand says "me." This diamond distributor is attempting to _____. A) influence the competitive situation B) expand the usage situation C) reduce the disposition situation D) influence the social surroundings E) influence the temporal perspective

James is giving his cousin, Conor, a new video game for his birthday. Which of the following is the most likely reason James is giving this gift? A) he is required to do so B) it is a ritualized consumption experience C) to elicit return favors D) as a return favor E) because he hopes the receiver will share the gift

Jessica and her friends are 16 years old like to shop at Aeropostale, which is a clothing store targeted to teens and young adults. They like to go in that store because there are usually some pretty cute guys working and shopping there. Even though there are some parents shopping with their teens, the other customers are usually teens like themselves. The other individuals present in this store represent the _____. A) servicescape B) social surroundings C) physical surroundings D) store atmosphere E) temporal perspective

Stan was feeling very tired and hungry in the mid-afternoon, so he ate a Snickers candy bar. Stan is attempting to manage his _____. A) personality traits B) momentary condition C) mood D) self-concept E) daily ritual

The other individuals present in the particular situation are referred to as the _____. A) servicescape B) social surroundings C) physical surroundings D) store atmosphere E) temporal perspective

The purchase decision and consumption process always occur in the context of _____. A) others B) a specific situation C) marketing communications D) an extended decision-making process E) a social surrounding

When orange juice attempted to expand the various times of day when consumers would see orange juice as an appropriate beverage to consume, they were trying to influence which situation? A) communication B) usage C) purchase D) disposition E) all of the above

Which of the following reflects temporary states of being rather than temporary states of mind? A) moods B) momentary conditions C) task definition D) personality traits E) self-concept

Which of the following services would be classified as having an extended hedonic consumption purpose? A) bank B) cruise C) business dinner D) exercise class E) theater

Which type of industry has developed around the use of ambient scents? A) professional scenting B) environmental fragrancing C) scent motivation D) environmental creationism E) environmental construction

The source of a communication represents _____. A) "how" a message is communicated B) "who" delivers the message C) the "what" of the message D) the "when" of the message E) the "where" of the message

B) "who" delivers the message

Which of the following statements adequately reflects the concept of attitude component consistency? A) All three attitude components do not change over time. B) A change in one attitude component tends to produce related changes in the other components. C) The three attitude components operate independently from each other, so a change in one component does not necessarily mean the others will change. D) All three attitude components are equal in their influence on one's attitude. E) Each component is equally important regardless of the situation.

B) A change in one attitude component tends to produce related changes in the other components.

_____ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms. A) Message sidedness B) Message framing C) Benefit segmentation D) Positive/negative message E) Priming

B) Message framing

The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant by changing the affective component of their attitude. Which of the following is an appropriate approach to achieve this objective? A) Change consumers' beliefs about attributes of his restaurant. B) Use positive music in their advertisements so that over time consumers will transfer the positive affect associated with the music to the restaurant. C) Convince consumers that an attribute for which this restaurant is strong is more important than other attributes consumers consider for this product category. D) Inform consumers that delivery is now available. E) Offer coupons to get consumers to visit the restaurant.

B) Use positive music in their advertisements so that over time consumers will transfer the positive affect associated with the music to the restaurant.

Which of the following is true regarding value-expressive versus utilitarian appeals? A) Utilitarian appeals attempt to build a personality for the product or create an image of the product user. B) Utilitarian appeals are most effective for functional products. C) Products serve either a utilitarian purpose or a value-expressive purpose but not both. D) For value-expressive products, banner ads on Web sites serve primarily to transport consumers to the more detailed target ads or sites. E) all of the above

B) Utilitarian appeals are most effective for functional products.

Janice and her mother were visiting an art gallery, and they were looking at modern art. When they came to one painting, Janice said, "I like that." When her mother asked her why she liked it, all she could say was, "I don't know, I just like it." Which component of attitude does this represent? A) cognitive B) affective C) behavioral D) latent E) manifest

B) affective

SAM (Self-Assessment Manikin) is used to assess which component of attitude? A) cognitive B) affective C) behavioral D) orientation E) personality

B) affective

Mitch likes Toyota automobiles because he thinks they have the highest reliability of all automobiles. His belief about Toyota's reliability represents which component of Mitch's attitude? A) affective B) cognitive C) factual D) behavioral E) utilitarian

B) cognitive

Which component of attitudes consists of a consumer's beliefs about an object? A) affective B) cognitive C) factual D) behavioral E) utilitarian

B) cognitive

For which type of products can affect, emotions, and Aad play a role in more conscious, high-involvement settings? A) durable products B) hedonic products C) services D) high-price products E) nondurable products

B) hedonic products

Toyota offers a hybrid version of its popular Highlander mid-sized SUV. The advertising for this car features the positive benefits of owning a hybrid, but it fails to mention that the Hybrid is considerably more expensive than the conventional version of the model. This is an example of a(n) _____. A) biased message B) one-sided message C) two-sided message D) positive appeal E) comparative ad

B) one-sided message

Advertisements or sales messages in which only one point of view is expressed are referred to as _____. A) biased messages B) one-sided messages C) two-sided messages D) utilitarian appeals E) noncomparative ads

B) one-sided messages

Changing behavior prior to changing affect or cognition is based primarily on _____. A) classical conditioning B) operant conditioning C) iconic rote learning D) analytical reasoning E) mere exposure

B) operant conditioning

Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert? A) third-party endorsement B) sponsorship C) celebrity endorsement D) source credibility E) two-sided message

B) sponsorship

Eric is 25 years old and has a favorable attitude toward drinking alcohol. However, he knows that he should not drink and drive, so he always makes sure that someone in his group is the designated driver. Which theory can explain his behavior? A) cognitive dissonance theory B) theory of reasoned action C) elaboration likelihood model D) attribution theory E) noncompensatory theory

B) theory of reasoned action

Which theory holds that behavioral intentions are based on a combination of the attitude toward a specific behavior, the social or normative beliefs about the appropriateness of the behavior, and the motivation to comply with the normative beliefs? A) cognitive dissonance theory B) theory of reasoned action C) elaboration likelihood model D) attribution theory E) noncompensatory theory

B) theory of reasoned action

Which function of attitudes serves to express an individual's central values and self-concept? A) knowledge function B) value-expressive function C) utilitarian function D) ego-defensive function E) orientation function

B) value-expressive function

A closed-in feeling created by a crowded store will result in adaptive strategies that could _____. A) lengthen shopping time, shorten purchases, and increase the use of in-store information B) shorten shopping time, increase purchases, and decrease the use of in-store information C) reduce shopping time, reduce purchases, and alter the use of in-store information D) reduce shopping time, reduce purchases, and greatly increase the use of in-store information E) none of the above

A person who shops a nicer store than normal because he or she is buying a gift is influenced by the _____ characteristic of the situation. A) physical surroundings B) antecedent state C) task definition D) temporal perspective E) none of the above

Clark and his family normally live paycheck to paycheck. However, this month, they found themselves with a little extra money, so they decided to go out to a nice restaurant and to a movie. This is an example of the antecedent state of _____. A) positive mood B) good luck C) momentary conditions D) optimism E) hedonism

John is a salesman and gave one of his customers an expensive watch. Which of the following is the most likely reason John gave this gift? A) social expectations B) it is a ritualized consumption experience C) to elicit a return favor D) it is a business requirement E) as an expression of loving and caring

Marcie will soon be 50 years old, so to pamper herself, she decided to get a massage. With respect to the typology of service environments, this type of service would be categorized as _____. A) utilitarian B) personal C) hedonic D) intangible E) moderate

Mike is the owner of a restaurant that also has a bar. Based on research that studied the impact of background music on restaurant patrons, what can Mike expect if he uses slow music in his establishment? A) faster service time B) customers spend less time at a table C) larger amount of bar purchases D) significantly more (i.e., 50% or more) spent on food purchases E) greater number of customer groups leaving before seated

One aspect of purchasing from QVC, one of the cable shopping channels on television, is that the "offer" will expire within a certain amount of time, creating a sense of urgency among consumers. Teresa watches this channel frequently, and admitted that this aspect of the situation does influence her decision to buy something. Which characteristic of the situation is influencing Teresa and others' behavior? A) physical surroundings B) social surroundings C) temporal perspective D) task definition E) antecedent states

Richard is studying how various usage situations influence the consumption of his company's products. He conducted qualitative analyses (i.e., focus group discussions and depth interviews) as well as surveyed a larger sample of consumers to better understand and quantify how products are used and the benefits sought in the usage situation by the market segment. Richard is performing the first two steps in an approach to develop _____. A) demographically-based marketing strategies B) geographically-based marketing strategies C) situation-based marketing strategies D) momentary conditions E) hedonic purchase situations

Sharon has to purchase a gift for her mother and only has this afternoon to do so because her birthday party is that evening. She's wondering how she will be able get to the mall in time to pick out the perfect gift. This is an illustration of which situation characteristic? A) physical features B) social surroundings C) temporal perspective D) task definition E) antecedent state

The situation interacts with the marketing activity and the individual to determine behavior. Which of the following is a marketing activity? A) lifestyle B) temporal perspective C) package D) purchase E) task definition

Under conditions of crowding, consumers tend do to all of the following EXCEPT _____. A) buy less B) make faster decisions C) make more demands on the sales personnel D) be less satisfied E) all of the above

Which of the following also includes a situation-specific component? A) personality B) self-concept C) involvement D) demographics E) brand image

Which of the following is NOT a key situational dimension or characteristic that influences consumer behavior? A) physical surroundings B) social surroundings C) alternative evaluation D) temporal perspectives E) task definition

Which of the following is NOT an individual characteristic influencing consumer behavior? A) culture B) attitudes C) task definition D) social class E) motivation

Which of the following is a situation characteristic? A) product B) package C) temporal perspective D) demographics E) social class

Which of the following statements is FALSE regarding crowding as a situational characteristic? A) Crowding generally produces negative outcomes for both the retail outlet and the consumer. B) Most consumers find crowded feelings to be unpleasant. C) Crowding is unpleasant regardless of a consumers' culture. D) Most consumers find feelings of crowding to be unpleasant and will spend less time in the store. E) Crowding causes most consumers to spend more money.

Which situational characteristic deals with the effect of time on consumer behavior? A) physical surroundings B) social surroundings C) temporal perspective D) task definition E) antecedent states

_____ is the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers. A) Servicescape B) Psychographics C) Atmospherics D) Environmentalism E) Landscaping

Which of the following statements is FALSE regarding humorous appeals? A) Ads built around humor appear to increase attention to the ad. B) The overall effectiveness of humor is generally increased when the humor relates to the product or brand in a meaningful way. C) Humorous ads are low risk because they tend to translate well across situations and cultures. D) Companies have been successful using humor that is only loosely tied to the product. E) Ads built around humor appear to increase liking of the ad.

C) Humorous ads are low risk because they tend to translate well across situations and cultures.

In an attempt to alter consumers' cognitive component of their attitude toward Pepsi brand of cola, a freshness date was added on the cans. Pepsi wanted consumers to consider this attribute that was never a consideration before. Pepsi was using which strategy to alter the cognitive structure of a consumer's attitude? A) change beliefs B) shift importance C) add beliefs D) change ideal E) change feelings

C) add beliefs

Feelings or emotional reactions to an object reflect the _____ component of an attitude. A) knowledge B) cognitive C) affective D) behavioral E) orientation

C) affective

Kimberly-Clark is interested in mothers' emotional reactions to their Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in? A) knowledge B) cognitive C) affective D) behavioral E) orientation

C) affective

A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) _____. A) belief B) emotion C) attitude D) cognition E) attribute

C) attitude

Caleb learned from his parents that littering was bad, so when he sees someone doing it, he forms an unfavorable impression of that person. Caleb's learned predisposition to dislike someone who litters represents his _____. A) emotion B) personality C) attitude D) orientation E) intelligence

C) attitude

Which component of attitude represents one's tendency to respond in a certain manner toward an object or activity? A) cognitive B) affective C) behavioral D) orientation E) personality

C) behavioral

Addison is a brand manager and wants consumers to form attitudes that are strong, resistant to counterpersuasion attempts, more accessible from memory, and more predictive of behavior. Which route of the elaboration likelihood model should he encourage consumers to take? A) primary route B) secondary route C) central route D) peripheral route E) direct route

C) central route

Carissa is highly involved is a purchase decision for a new car. She has searched the Internet, visited car dealerships, talked to friends and family, and paid attention to advertisements. According to the elaboration likelihood model, by which route is Carissa likely to be persuaded? A) primary route B) secondary route C) central route D) peripheral route E) direct route

C) central route

The elaboration likelihood model posits two routes to persuasion, which are the _____. A) primary route and secondary route B) temporary route and permanent route C) central route and peripheral route D) manifest route and latent route E) direct route and indirect route

C) central route and peripheral route

Which of the following represent the three components of attitudes? A) primary, secondary, and tertiary B) knowledge, value-expressive, and utilitarian C) cognitive, affective, and behavioral D) cognitive, value-expressive, and behavioral E) ego, personality, behavioral

C) cognitive, affective, and behavioral

Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement? A) cognitive dissonance theory B) theory of reasoned action C) elaboration likelihood model D) attribution theory E) noncompensatory theory

C) elaboration likelihood model

A long-running television commercial for Dial soap would show an individual in various situations with other people (e.g., car pool or elevator). This individual would join the others and look around, appearing to be in discomfort. Then a voice over would say, "Aren't you glad you used Dial...don't you wish everyone did?" Which type of appeal does this illustrate? A) one-sided message B) two-sided message C) fear appeal D) third-party endorsement E) comparative ad

C) fear appeal

Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or behaviors are not altered? A) one-sided message B) two-sided message C) fear appeals D) humorous appeals E) comparative ads

C) fear appeals

Which type of message framing stresses either the positive outcomes of performing a behavior or the negative outcomes of not performing a behavior? A) attribute framing B) two-sided framing C) goal framing D) end-state framing E) benefit/loss framing

C) goal framing

Which of the following is used to understand a consumer's cognitive component of attitude? A) attribution theory B) cognitive dissonance theory C) multiattribute attitude model D) attitude consistency theory E) attitude perception model

C) multiattribute attitude model

Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of _____. A) celebrity spokespersons B) sponsors C) spokescharacters D) two-sided messages E) inanimate celebrity characters

C) spokescharacters

How does mere exposure enhance attitudes? A) by changing beliefs B) by adding beliefs C) through enhanced familiarity D) through shifting importance E) by changing perceptions of the ideal

C) through enhanced familiarity

For years, L'Oreal hair color would say in their ad that L'Oreal is "expensive, but you're worth it." This is an example of which type of advertisement? A) truthful message B) one-sided message C) two-sided message D) negative/positive message E) balanced message

C) two-sided message

Which type of advertisement or sales presentation presents both good and bad points? A) unbiased message B) one-sided message C) two-sided message D) positive/negative message E) balanced message

C) two-sided message

Which type of appeal involves informing the consumer of one or more functional benefits that are important to the target market? A) multi-sided message B) value-expressive appeal C) utilitarian appeal D) factual appeal E) supportive appeal

C) utilitarian appeal

Josh is in elementary school, and he has learned that when he gets good grades and behavior reports, his parents are really proud of him and reward him. So he has developed a favorable attitude toward behaving and doing well in school. This attitude is serving which function? A) knowledge function B) value-expressive function C) utilitarian function D) ego-defensive function E) orientation function

C) utilitarian function

Which type of appeal attempts to build a personality for the product or create an image of the product user? A) humorous appeal B) utilitarian appeal C) value-expressive appeal D) hedonic appeal E) emotional appeal

C) value-expressive appeal

Which of the following statement is true regarding comparative advertising? A) Comparative advertising is more effective regardless of the source. B) Comparative advertising is particularly effective for promoting established, market-share leader brands. C) Audience characteristics, especially brand loyalty associated with the sponsoring brand, are important. D) Broadcast media, particularly radio, appear to be better vehicles for comparative advertisements. E) A partially comparative ad is one in which a specific competitor is not named.

C. Audience characteristics, especially brand loyalty associated with the sponsoring brand, are important.

Marketers must promote _____ rather than _____, especially for less knowledgeable consumers and for complex products. A. features; benefits B. benefits; avoidance C. benefits; features D. features; contents E. consistency; inconsistency

C. Benefits; Features

Given the following importance weights Price = 50, Quality = 40, and Ease of use = 10, which of the following computers would be chosen using a compensatory decision rule? A Dell B. A tie between Compaq and Dell. C. NEC D. Compag E. A tie between NEC and Doll

Compaq

Given attribute cutoffs of Price = 5, Quality = 5, and Weight = 4, which of the following would be chosen using the disjunctive decision rule? A NEC B. Compag C Dell D. Compag and Dell would be considered further. E. Compag and NEC would be considered further.

Compaq and NEC would be considered further

Arm & Hammer baking soda has been very successful promoting other uses for this product. Advertisements provide several uses other than baking, such as removing odors from carpeting, the laundry, and kitty litter boxes. Finding more uses for a product is known as _____. A) disposition situation B) purchase situation C) communications situation D) expanded usage situation E) alternative usage situation

Crowding generally produces which outcome for the retail outlet and the consumer? A) generally positive outcomes for the retailer, but negative outcomes for the consumer B) generally negative outcomes for the consumer, but positive outcomes for the retailer C) generally positive outcomes for both D) generally negative outcomes for both E) none of the above

How does music influence consumer behavior? A) subliminally B) reduces consumers' perception of overcrowding C) changes temporal perspective D) influences mood E) changes cognitive structures

Many of you have probably heard of Banana Republic retail stores and perhaps have shopped there. Many of you may not know that the store used to look much different than it does today. It used to be more like an adventure, and the merchandise assortment was more appropriate for a safari. If you've ever seen an Indiana Jones movie, you can get a pretty good idea of what Banana Republic used to look like. The stores would have a jeep in the store, camouflage netting, and music from the 1940s playing. The inside had wooden beams and maps hung on the wall that looked like treasure maps. Much of the merchandise was accompanied by a sign that had a tale of some adventure associated with it. These physical features of the retail environment are referred to as the _____. A) store situation B) retail ambiance C) retail surroundings D) store atmosphere E) merchandising mix

Mark is developing the marketing strategy for his business, which is a retail store. He knows that situation characteristics will interact with his marketing activity. Which of the following is a situation characteristic he needs to consider? A) social class B) attitudes C) lifestyle D) task definition E) all of the above

One study found that wedding gifts tend to be _____ while birthday gifts tend to be _____. A) expensive; inexpensive B) inexpensive; expensive C) fun; utilitarian D) utilitarian; fun E) large; small

Rachel is going to the mall to purchase a wedding gift for a co-worker. Based on research, which type of product is she likely to buy? A) expensive B) inexpensive C) expressive D) utilitarian E) hedonic

Shopping on the Internet provides which important time-related dimension? A) It has the potential to reduce the amount of time required to make a specific purchase. B) It provides the consumer with almost total control over when the purchase is made. C) It eliminates the uneasiness of crowding experienced in many retail outlets. D) a and b E) a, b, and c

Some consumers are highly susceptible to interpersonal influence, which is a _____. A) norm B) situation factor C) product factor D) personality trait E) cultural factor

Stacy is shopping to purchase new linens for her guest room. Which situational characteristic is influencing her behavior? A) physical surroundings B) social surroundings C) temporal perspective D) task definition E) antecedent states

The reason the consumption activity is occurring is the situation characteristic of _____. A) physical surroundings B) social surroundings C) temporal perspective D) task definition E) antecedent states

The sum of all the physical features of a retail environment is referred to as the _____. A) store situation B) retail ambiance C) retail surroundings D) store atmosphere E) merchandising mix

Which color is arousing? A) red B) yellow C) blue D) a and b E) a, b, and c

Which of the following are antecedent states? A) colors, aromas, music, and crowding B) normal and expanded usage C) utilitarian and hedonic D) moods and momentary conditions E) internal and external influences

Which situation involves consumers disposing of products or product packages after or before product use? A) communications situation B) purchase situation C) usage situation D) disposition situation E) task situation

Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments? A) one-sided message B) two-sided message C) fear appeal D) emotional ad E) comparative ad

D) emotional ad

Which of the following is NOT a reason why celebrity sources are effective? A) Celebrities may attract attention to the advertisement. B) A celebrity's likeability and popularity often translate into higher Aad which can enhance brand attitudes. C) Some celebrities are also experts. D) Celebrities are physically attractive, and research has shown that individuals will agree with a physically attractive person regardless of the message or their own initial attitude. E) Consumers may identify with or desire to emulate the celebrity.

D) Celebrities are physically attractive, and research has shown that individuals will agree with a physically attractive person regardless of the message or their own initial attitude.

Which of the following is FALSE regarding the central route to persuasion in the elaboration likelihood model? A) Consumers exhibit high involvement with the product, message, or decision. B) Consumers exhibit strong attention focused on central, product-related features and factual information. C) Consumers experience conscious thoughts about product attributes and use outcomes. D) Persuasion operates through classical conditioning. E) Persuasion generally alters product beliefs.

D) Persuasion operates through classical conditioning.

_____ consists of trustworthiness and expertise. A) A two-sided message B) The two routes to persuasion C) Message appeal D) Source credibility E) Message structure

D) Source credibility

When the SPCA presents facts to counter untrue myths, they are dealing most closely with the _____ component of attitudes. A) classically conditioned B) operantly conditioned C) affective D) cognitive E) behavioral

D) cognitive

Which of the following is an individual factor that can influence attitude change? A) program context B) level of viewer distraction C) buying occasion D) consumer knowledge E) all of the above

D) consumer knowledge

How are actual behaviors and response tendencies most often measured? A) physiological measures B) multiattribute models C) SAM and adSAM D) direct questioning E) 100-point constant-sum scales

D) direct questioning

Margaret only wants to buy her clothes at American Eagle Outfitter because she knows that they are considered acceptable by her peers, and she wants to be accepted by her peers. This attitude toward this brand of clothing is serving which function for Margaret? A) knowledge function B) value-expressive function C) utilitarian function D) ego-defensive function E) orientation function

D) ego-defensive function

Which of the following is NOT a factor accounting for inconsistencies between measures of beliefs and feelings and observations of behavior? A) lack of need B) lack of ability C) weakly held beliefs and affect D) failure to consider negative reactions E) failure to consider interpersonal influence

D) failure to consider negative reactions

Appeal characteristics represent _____ a message is communicated. A) by whom B) when C) where D) how E) the timing by which

D) how

Dana is watching television when a commercial for a brand of bathroom cleaner comes on. She is not very interested in the product category, but the ad was entertaining and made her laugh. As a result, she had a positive attitude toward the brand of cleaner advertised. According to the elaboration likelihood model, which route to persuasion influenced Dana? A) primary route B) secondary route C) central route D) peripheral route E) indirect route

D) peripheral route

Anne appears in a television commercial for a local chiropractor. She tells the audience how she suffered from migraine headaches several times a month. However, once she started treatment at this particular chiropractor, her headaches disappeared. She claimed, "I kept expecting them to come back, but they didn't. I have a whole new lease on life, thanks to Peavy Chiropractic!" Which type of ad is this? A) single message B) two-sided message C) comparative ad D) testimonial ad E) demonstration

D) testimonial ad

In which type of ad does a person, generally a typical member of the target market, recount his or her successful use of the product, service, or idea? A) single message B) two-sided message C) comparative ad D) testimonial ad E) demonstration

D) testimonial ad

An advertisement for the Honda Civic Hybrid featured gas mileage in the subheading (49 city/51 highway). The copy also noted that owners of this automobile may be eligible for a clean-fuel tax deduction. At the time this ad appeared, gas was over $3.00 per gallon, which made the information important to consumers. This is an example of which type of appeal? A) value-expressive appeal B) comparative ad C) two-sided message D) utilitarian appeal E) supportive appeal

D) utilitarian appeal

nstead of featuring any functional benefits of the product or brand in ads for the iPod, this product was introduced by showing a silhouette of a person dancing with the white earbuds and holding a white iPod MP3 player. Which type of advertising appeal does this illustrate? A) one-sided message B) two-sided message C) testimony D) value-expressive appeal E) utilitarian appeal

D) value-expressive appeal

Given the following minimum standards (cutoff points) Price = 3, Quality = 4, and Ease of use = 3, which of the following computers would be chosen using the conjunctive decision rule? A. Dell B. NEC C. Compaq D. There's not enough information to decide. E. None of the above computers would be chosen,

Dell

A market research study asked consumers to rate themselves with respect to several adjectives, such as happy, cheerful, peaceful, sad, blue, and depressed. What is this research trying to assess? A) noncontextual effects B) traits C) temporal effects D) social surroundings E) mood

A store's atmosphere can influence which of the following? A) consumers' judgments of the quality of the store B) store's image C) shoppers' moods D) shoppers' willingness to visit and linger E) all of the above

Mimi is a teenager and wants to be accepted by her friends. In fact, she might act a certain way not because she really wants to, but rather, she does it because others around her are doing it. The influence these others have on Mimi represent which situational characteristic? A) temporal perspective B) physical surroundings C) task definition D) antecedent states E) social surroundings

To understand a consumer's behavior, we must know about the _____. A) consumer B) situation C) stimulus object D) a and b E) a, b, and c

Transient feeling states that are generally not tied to a specific event or object are known as _____. A) noncontextual effects B) traits C) temporal effects D) social surroundings E) moods

Under conditions of crowding, consumers tend to _____. A) buy less B) make faster decisions C) use less information D) be less satisfied E) all of the above

What do Hispanic girls celebrate when they are fifteen years old? A) ritual situation B) bat mitzvah C) quinceanera D) Cinco De Mayo E) a and c

Which group needs to understand how situational influences affect consumers' disposition decisions? A) marketers B) government C) environmental organizations D) a and b E) a, b, and c

Which of the following is NOT a situation in which consumer behavior occurs? A) communications situation B) purchase situation C) usage situation D) disposition situation E) all of the above are situations in which consumer behavior occurs

Which of the following is a reason consumers give gifts? A) social expectations B) ritualized consumption experiences C) to elicit return favors D) as an expression of love and caring E) all of the above

Which of the following is a situation in which consumer behavior occurs? A) communications situation B) purchase situation C) usage situation D) disposition situation E) all of the above

Which of the following is a step in the approach for developing situation-based marketing strategies that was given in the textbook? A) Use observational studies, focus group discussions, depth interviews, and secondary data to discover the various usage situations that influence the consumption of the product. B) Survey a large sample of consumers to better understand and quantify how the product is used and the benefits sought in the usage situation by the market segment. C) Construct a person-situation segmentation matrix. D) Evaluate each cell in terms of potential. E) all of the above

Which of the following is a way that gifts communicate symbolic meaning? A) In many cases price can be known and can be interpreted as a measure of the esteem the giver has for the receiver. B) The image and functionality of the gift implies the giver's impression of the image and personality of the receiver. C) It reflects on the image and thoughtfulness of the giver. D) It can signify the type of relationship the giver has or desires with the receiver. E) all of the above

Which of the following statements is FALSE regarding ritual situations? A) Rituals are receiving increasing attention by marketing scholars and practitioners. B) Ritual situations are of major importance to marketers because they often involve prescribed consumption behaviors. C) There is enough shared behavior across individuals and households that marketers can develop products and promotions around the common ritual situations that arise each year. D) Ritual situations can also result in injurious consumption. E) Marketers cannot change or create consumption patterns associated with ritual situations.

Which of the following statements is true regarding moods? A) Mood are relatively stable states that are tied to a specific event or object. B) Moods affect the consumption process, but they are not affected by the consumption process. C) Positive moods have not been shown to affect shopping behavior. D) Consumers do not actively try to manage their mood states. E) Ad and brand attitudes are often influenced in a mood-congruent manner.

Which of the following do marketers need to be concerned about with respect to using celebrities as company spokespersons? A) overexposure of the celebrity B) negative behavior involving the spokesperson C) image of the celebrity does not match the image of the product or brand D) a and b E) a, b, and c

E) a, b, and c

Which of the following is an approach used by marketers to increase consumers' affect toward their brand? A) classical conditioning B) create a positive affect toward the ad or Web site C) mere exposure D) a and b E) a, b, and c

E) a, b, and c

Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be _____. A) stronger B) more resistant to counterpersuasion attempts C) more accessible from memory D) more predictive of behavior E) all of the above

E) all of the above

Spokescharacters can be _____. A) animated animals B) animated people C) animated products D) animated objects E) all of the above

E) all of the above

Which of the following can be a component of a multiattribute model? A) a consumer's attitude toward a particular brand B) a consumer's belief about how a brand performs on a given attribute C) the importance the consumer attaches to an attribute D) a consumer's ideal level of performance on an attribute E) all of the above

E) all of the above

Which of the following is a common technique for inducing trial behavior? A) coupons B) free samples C) point-of-purchase displays D) tie-in purchases E) all of the above

E) all of the above

Which of the following is a factor that may account for inconsistencies between measures of beliefs and feelings and observations of behavior? A) lack of need B) failure to consider relative attitudes C) failure to consider interpersonal influence D) failure to consider situational factors E) all of the above

E) all of the above

Which of the following is a function served by attitudes? A) knowledge function B) value-expressive function C) utilitarian function D) ego-defensive function E) all of the above

E) all of the above

Which of the following is a strategy for altering the cognitive component of a consumer's attitude? A) change beliefs B) shift importance C) add beliefs D) change ideal E) all of the above

E) all of the above

Which of the following is NOT a way emotional ads may enhance persuasion? A) by increasing attention of the ad and, therefore, ad recall B) by increasing liking of the ad C) by increasing product liking through classical conditioning D) by increasing product liking through high-involvement processes E) all of the above are ways emotional ads may enhance persuasion

E) all of the above are ways emotional ads may enhance persuasion

Which dimension of store image consists of quality, selection, style, and price components? a. merchandise b. service c. physical facilities d. store atmosphere e. institutional

The simplest form of message framing where only a single attribute is the focus of the frame is known as _____. A) priming B) a one-sided message C) goal framing D) simple framing E) attribute framing

E) attribute framing

An advertisement for AT&T long distance telephone service split the screen in two and showed a person on each screen talking on the telephone. Below each person, there was a running total of the cost of the call. At the end of the commercial, the total cost on the AT&T side was lower than that for the Sprint side. This is an example of which type of ad? A) one-sided message B) two-sided message C) fear appeal D) third-party endorsement E) comparative ad

E) comparative ad

Which type of ad directly compares the features or benefits of two or more brands? A) one-sided message B) two-sided message C) fear appeal D) third-party endorsement E) comparative ad

E) comparative ad

An approach to measuring the importance of attitude components that requires consumers to allocate 100 points among the components such that the distribution of the points reflects the relative importance of the component is _____. A) perceptual mapping B) the Likert scale C) the semantic differential scale D) the rank-order scale E) none of the above

E) none of the above

Online shopping services, such as PriceGrabber.com assist consumers _____. A. with more complex decisions B. with forming their evoked sets C. by making the final choice for them D. a and c E. a and b

E. a and b

Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine _____. A. which evaluative criteria are used by the consumer B. how the consumer perceives the various alternatives on each criterion C. the relative importance of each criterion D. a and b E. a, b, and c

E. a, b, and c

Evaluative criteria can differ on which of the following? A. type B number C importance D, a and b E. a, b, and c

E. a, b, and c

Which of the following is a type of consumer choice process? A. affective choico B. attitud@-based choice C. attributo-based choice D. a and b E. a, b, and c

E. a, b, and c

Which of the following statements is true regarding consumer choice processes? A. Attitude-based choices require the knowledge of specific attributes at the time the choice is made. B. The greater the motivation to make an optimal decision, the more likely an attitude-based choice will be made. C. Motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made. D. Consumers do not use attitude-based choices for important products. E. Attitude-based choices require the comparison of each specific attribute across all brands considered.

Motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made.

Given the following information, which of the following compact disc players would be chosen using the lexicographic decision rule? A. Sony B. Sanvo C. Pioneer D. Sony and Pioneer would be considered further. E. none of the above compact disc players would be chosen

Sony

Given the following information, which of the following compact disc players would be chosen using the elimination-by-aspects decision rule? A. Sony B. Sanvo C. Pioneer D. Sony and Pioneer would be considered further. E. none of the above

Sony and Pioneer would be considered further

Procter & Gamble is the manufacturer of Pampers diapers. At one time, the price of a typical package of diapers was relatively high (i.e., over $12 a package). Due to the threat of store brands stealing market share because of their lower price, P&G decided to lower the price for Pampers. While most consumers noticed the price reduction because P&G promoted that fact, what most of them did not notice was that the number of diapers per package also decreased. However, the reduction was only one or two diapers per package. Which of the following best explains why consumers did not notice the reduction in the quantity? A. Number of diapers per package was not important to consumers. B. The reduction in the quantity did not reach the level of a just noticeable difference C. Price is more important than quantity to consumers D. Consumers are price conscious for this product category E. Consumers are brand loyal

The reduction in the quantity did not reach the level of a just noticeable difference.

Which of the following is an example of a federal law passed to facilitate direct comparisons among alternatives? A. Telephone Consumer Protection Act B. Truth-in-Lending law C. Federal Trade Commission Act D. Wheeler-Lea Amendment E. Just Noticeable Difference law

Truth-in-Lending law

A price with which other prices are compared is known as a(n) _____. a. reference price b. comparison price c. base price d. starting price e. internal price

Any source of products or services for consumers is referred to as a _____. a. retail outlet b. contact point c. transaction point d. distribution outlet e. channel outlet

Good product offers and information, value, and alignment with consumers' interests are components of which dimension of online retailer image? a. usefulness b. enjoyment c. trustworthiness d. style e. familiarity

In order for online retailers to convert website visitors to buyers they must _____. a. design appropriate landing pages b. offer deep discounts c. offer free merchandise d. advertise with videos e. use pop-ups to get their attention

Rebecca is opening a women's shoe store. She is carefully considering the quality, selection, style, and price that she wants for her store. Which dimension of store image is she concerned with? a. merchandise b. service c. physical facilities d. store atmosphere e. institutional

Sarah just purchased some causal twill pants from L.L.Bean. When she was checking out, she was asked for her e-mail address. Below that box was a box that was checked that indicated she would like to receive promotion messages and have her information shared with similar marketers. She unchecked that box because she did not want to receive the promotional offers and did not want her information shared. This is an example of which approach online retailers are using to enhance consumers' control? a. "opt in" approach b. behavioral targeting c. search engine optimization d. bots e. blogs

The retail attraction model is also called the _____. a. retail gravitation model b. retail dispersion model c. retail composition model d. retail network model e. retail concentration model

To combat the problem of returns when items don't fit as intended, mybestfit has developed a _____. a. full-body scanner that collects full body measurements in 10 seconds b. computerized touchscreen PC that can be attached to shopping carts c. system in which consumers register their fingerprint and then pay by having their finger scanned at checkout d. shopping "bot" that searches the Internet for the lowest prices for consumers e. computerized shopping list of favorite and frequently purchased items

Which online shopping segment found by Experian is less likely than average to have bought online in the past 12 months, and enjoys shopping? a. Mall Maniacs b. Virtual Shoppers c. Status Strivers d. Shopping Lovers e. Mall Rats

Attribute-based choice requires _____. Attribute-based choice requires A. the knowledge of specific attributes at the time the choice is made B. attribute-by-attribute comparisons across brands, C. summary impressions D. a and b E. all of the above

a and b

Amy is shopping for a dress to wear to a formal dance. She tried on several dresses, not even noticing the price of each. After about two hours of this, she tried one on and exclaimed, "This is it!" That particular dress was the one that she thought made her look fabulous, so she bought it. Which type of choice did Amy use to select this dress? A. affective choice B attitude-based choice C. rational choice D. attribute-based choice E. instrumental choice

affective choice

Which of the following tends to be more holistic in nature, and the brand is not decomposed into distinct components that are evaluated separately from the whole? A. affective choice B attitude-based choice C. rational choice D. attribute-based choice E. instrumental choice

affective choice

Rational choice theory implicitly or explicitly assumes a number of things about consumer choice that are often not true, such as _____. A. consumers seek one optimal solution to a problem and choose on that basis. B. consumers have the skill and motivation to find the optimal choice. C. the optimal solution does not change as a function of situational factors such as time pressure, task definition, or competitive context. D. a and C E. all of the above

all of the above

Which of the following affects how important various criteria are for consumers? A. usage situation B. competitive context C. advertising effects D. all of the above E none of the above

all of the above

Which of the following is a decision rule used by consumers? A. conjunctive B. disjunctive C. lexicographic D. compensatory E. all of the above

all of the above

Which of the following is a noncompensatory decision rule? A. conjunctive B. dis unctive C. lexicographic D. elimination-by-aspects E, all of the above

all of the above

Which of the following is often used as a surrogate indicator of quality? A. price B. advertising intensity C. warranties D. country of origin E. all of the above

all of the above

Before a marketing manager or a public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine all EXCEPT which of the following? A. Which evaluative criteria are used by the consumer B. how the consumer perceives the various alternatives on each criterion C. the relative importance of each criterion D. all of the above must be determined E. none of the above

all of the above must be determined

Bobbie bought a Dell computer because her brother has one, and he seems to be satisfied with it. She did not compare any other computers when making this choice. Which type of choice process did Bobbie use? A. affective choice B. attitude-based choice C. rational choice D. attribute-based choice E. instrumental choice

attitude-based choice

Which type of consumer choice process involves the use of general attitudes, summary impressions, intuitions, or heuristics, and no attribute-by-attribute comparisons are made at the time of choice? A. affective choice B. attitude-based choice C. rational choice D. attribute-based choice E. instrumental choice

attitude-based choice

Joseph is considering the purchase of a computer, and he is comparing brands on the basis of price, memory, speed, and reliability. He mentally ranks each alternative on these attributes and makes a selection based on these rankings. Joseph is using which type of choice process? A. affective choice B. attitude-based choice C. rational choice D. attribute-based choice E. instrumental choice

attribute-based choice

Which type of consumer choice process requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands? A. affective choice B. attitude-based choice C. rational choice D. attribute-based choice E. instrumental choice

attribute-based choice

A $10 savings on a $200 item should _____. a. not show the regular price b. show the dollar savings but not the percentage savings c. show the percentage savings but not the dollar savings d. show both the dollar savings and the percentage savings e. show neither the dollar savings nor the percentage savings

For which product are consumers more willing to travel longer distances to shop for? a. toothpaste b. wedding dress c. beer d. laundry detergent e. soft drinks

Harriet is very frugal, so she regularly combs the grocery ads looking for bargains. Usually she'll go to a particular store just to buy an advertised item, but sometimes she purchases other items that were not advertised as well. The purchase of the unadvertised items represent which type of sales? a. incremental sales b. spillover sales c. marginal sales d. sales plus e. impulse sales

Jim is trying to determine the level of his store's attraction by using the square footage as a measure of breadth of merchandise and the distance to the store from different geographic areas. Which model is he using? a. retail multiattribute model b. retail gravitation model c. retail attribution model d. retail geographic model e. retail distribution model

Lori purchased new tires for her car, and she can bring it back every 5,000 miles to have the tires rotated free of charge. However, Lori doesn't do it because that would require that she take her cat to the shop and either leave it and have someone get her and take her back later or sit and wait for the tires to be rotated. Which type of cost does this represent? a. social cost b. time cost c. effort cost d. physical cost e. mental cost

Sales of additional items to customers who came to purchase an advertised item are referred to as _____. a. incremental sales b. spillover sales c. marginal sales d. sales plus e. impulse sales

Shelf talkers are a type of _____. a. consumer grabber b. point-of-purchase material c. promotion flag d. sales lifter e. none of the above

Spillover sales refer to _____. a. sales made at one store because of crowds in a nearby store b. sales of additional items to customers who came to purchase an advertised item c. accessory sales made because a major item was purchased d. sales made at one store to customers who came to an area to visit another store e. none of the above

Todd owns a discount sporting goods store, and several of the items in his store have a manufacturer's suggested retail price (MSRP) above Todd's lower price. Todd is using the MSRP as a(n) _____. a. base reference price b. external reference price c. perceptual reference price d. internal reference price e. disclosed reference prise

Which model is used to calculate the level of store attraction based on store size and distance from the consumer? a. retail multiattribute model b. retail attraction model c. retail attribution model d. retail geographic model e. retail distribution model

Which of the following barriers to online purchasing is related to consumer fears regarding how personal information about them that is gathered online might be used? a. lack of "touch" b. online privacy concerns c. economic costs d. opportunity costs e. dispersion concerns

Which of the following components represent the service dimension of a store's image? a. quality, selection, style, and price b. layaway plan, sales personnel, easy return, credit, and delivery c. location and parking d. congeniality, fun, excitement, and comfort e. store reputation

Which of the following is a segmentation of shoppers who are motivated by many aspects of shopping? a. apathetic shoppers b. enthusiast shoppers c. destination shoppers d. basic shoppers e. bargain seekers

Which type of reference price is presented by a marketer for the consumer to use to compare with the current price? a. base reference price b. external reference price c. private reference price d. outlet reference price e. public reference price

The famous Pepsi challenge had consumers taste two brands of cola without letting them know the brand name of either. Which type of test is this? A. surrogate tests B. generic tests C. blind tests D. primary tests E. perceptual tests

blind tests

Which type of test enables the marketer to evaluate the functional characteristics of the product and to determine if an advantage over a particular competitor has been obtained without the contaminating, or halo, effects of the brand name or the firm's reputation? A. surrogate tests B. generic tests C. blind tests D. primary tests E. perceptual tests

blind tests

Which type of test is one in which the consumer is not aware of the product's brand name? A. surrogate tests B. generic tests C. blind tests D. primary tests E. perceptual tests

blind tests

A limited capacity for processing information is known as _____. A. working memory B. bounded memory C. bounded rationality D bounded processing E. finite processing

bounded rationality

Duane is of average intelligence, and like most consumers, he cannot compare too many alternatives at one time. This limited capacity for processing information is known as _____. A. working memory B. bounded memory C bounded rationality D. bounded processing E. finite processing

bounded rationality

The fact that consumers have limited capacity for processing information is referred to as _____. A. bounded rationality B. instrumental capacity C. cognitive capacity D cognitive dissonance E. all of the above

bounded rationality

A new brand of peanut butter cookies includes Hershey's Kisses chocolates on top. Which of the following is this new brand using in an attempt to gain from the quality associated with Hershey's chocolate? A blind test B brand alliance C. two-sided message D conjoint alliance E. conjunctive alliance

brand alliance

A given consumer's or target market's perception of all the attributes associated with a retail outlet is generally referred to as the _____. a. store atmosphere b. servicescape c. store image d. store ambiance e. store personality

A retailer being temporarily out of a particular brand is called _____. a. whiteouts b. blackouts c. stockouts d. shortage e. shrinkage

A shopping style that puts particular emphasis on certain activities or shopping motivations is called a _____. a. shopping segment b. shopping typology c. shopping orientation d. shopping perspective e. store atmosphere

Brands owned and sold by a specific retail outlet are known as _____. a. primary brands b. secondary brands c. store brands d. internal brands e. limited distribution brands

Catalog Age, as reported in the text, found that consumers shop online for reasons similar to those for shopping from catalogs. The major reason consumers shop online and from catalogs is due to _____. a. unique merchandise selection b. no time to go to the store c. convenience d. impulse e. all of the above were reported as equally important reasons for shopping online and from catalogs

Kelly likes to shop at Target. She really likes the Archer Farms brands with the rooster on the label, which is one of Target's own brands and can only be purchased there. These types of brands are known as _____. a. primary brands b. secondary brands c. store brands d. internal brands e. limited distribution brands

Leslie loves to shop T.J. Maxx and feels she is saving a lot of money because the price tags usually have the manufacturer's suggested retail price (MSRP) listed and crossed off and the T.J. Maxx price below much lower. The MSRP is being used as a _____. a. markup b. base price c. reference price d. deceptive price e. perceptual price

MVM (My Virtual Model) helps consumers shopping online overcome which barrier? a. security b. information quantity c. lack of touch d. flow e. difficulty

Neil is considering the purchase of a 4-wheeler ATV. He visited a distributor to look at different models, and when he looked at prices he compared them with a price his brother told him he paid for an ATV. The price Neil retrieves from memory is known as a(n) _____. a. base reference price b. external reference price c. internal reference price d. private reference price e. personal reference price

Paul's grandchildren gave him a computer for Christmas, but he seldom uses it to shop. He only goes to the grocery store to restock his pantry once a month. In which online shopping segment does Paul belong? a. Virtual Shoppers b. Status Strivers c. Just the Essentials d. Original Traditionalists e. Shopping Lovers

Purchase of which product typically represents how social risk and low economic risk for consumers? a. deodorant b. automobile c. socks d. auto repairs e. hair cut/style

Purchases made in a retail outlet that are different from those the consumer planned to make prior to entering that retail outlet are called _____. a. incremental purchase b. irrational purchases c. unplanned purchases d. emotional purchases e. deviant purchases

Unplanned purchases are further subdivided into which two categories? a. primary and secondary b. direct and indirect c. reminder and impulse d. generally planned and substitute e. latent and manifest

Wendy was describing to her friend what the American Girl store in Chicago was like. She was telling her about all the different rooms that were in the store, such as a room for each doll (e.g., Bitty Babt, Felicity, Kit, etc.), a room for furniture, a room for girl-sized clothing that matched the dolls' clothing, the tea room, and the auditorium where she saw a stage show. Which dimension of store image was Wendy describing? a. merchandise b. service c. physical facilities d. convenience e. institutional

What was the MAIN reason consumers gave in a survey for why they don't like shopping in stores? a. don't like shopping b. dealing with crowds c. salespeople are poorly informed d. parking and traffic e. the time it takes to shop

When a retailer represents a price as "regularly $15.99, now $9.99," the $15.99 is called the _____. a. starting price b. base price c. reference price d. comparison price e. markup

Which of the following statements is FALSE regarding Internet retailing? a. The Internet is a major influence on in-store sales. b. Annual growth in online sales remains steady at 12 percent. c. Research has shown that consumers shop online for reasons different to those for shopping from catalogs. d. Catalogs and the Internet appear to work in a complementary fashion. e. Online sales are only about 15 percent of retail sales.

Which online shopping segment found by Experian is older, middle income, and only looking for functional necessity? a. Virtual Shoppers b. Status Strivers c. Just the Essentials d. Original Traditionalists e. Shopping Lovers

Joanne is considering the purchase of a microwave oven and has four evaluative criteria. For each criterion, she has attached an importance weight ("W"), and each brand is evaluated on its performance on that criterion ("B"). Then a rating is calculated by summing the product of the B's and W's on a criterion for each brand, and the brand with the highest overall rating is chosen. Which type of decision rule is Joanne using? A. conjunctive B. disjunctive C. lexicographic D. elimination-by-aspects E. compensatory

compensatory

The multiattribute model is which type of decision rule? A. conjunctive B. disjunctive C. lexicographic D. noncompensatory E. compensatory

compensatory

Which decision rule states that the brand that rates highest on the sum of the consumer's judgments of the relevant criteria will be chosen? A. conjunctive B. disjunctive C. lexicographic D. elimination-by-aspects E. compensatory

compensatory

Which of the following is NOT a decision rule used by consumers? A. conjunctive B. disjunctive C. lexicographic D. compensatory E. conjoint

conjoint

In which type of indirect measurement approach to measuring the relative importance of consumers' evaluative criteria are consumers presented with several descriptions of alternatives and asked to rank all of them in terms of his or her preference for those combinations of features? A. perceptual mapping B. regression analysis C. factor analysis D. conjoint analysis E. cluster analysis

conjoint analysis

Jamie was participating in a market research study regarding computers when he was presented with 24 different computers that varied on four criteria. He was asked to rank all 24 descriptions in terms of his preference for those combinations of features. Which approach to assess the relative importance Jamie places on evaluative criteria was this research using? A. perceptual mapping B. regression analysis C. factor analysis D. conjoint analysis E. cluster analysis

conjoint analysis

Which of the following is the most popular indirect measurement approach to measuring the relative importance of consumers' evaluative criteria? A. perceptual mapping B. regression analysis C. factor analysis D. conjoint analysis E. cluster analysis

conjoint analysis

Conrad is considering the purchase of a laptop computer. He has decided that he will not spend more than $1200, the computer must weigh no more than 4 pounds, and battery life must last at least 4 hours. He has similar minimum requirements for a few other criteria he is using to evaluate alternatives. If an alternative does not meet ALL of these minimum requirements, he will not consider it further. Which decision rule is Conrad using? A. conjunctive B. disjunctive C. lexicographic D. elimination-by-aspects E. compensatory

conjunctive

Which decision rule establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards? A. conjunctive B. disjunctive C. lexicographic D. elimination-by-aspects E. compensatory

conjunctive

Which of the following is the most common method of direct measurement of the relative importance of consumers' evaluative criteria? A. rank ordering scales B. semantic differential scales C. constant sum scales D. Likert scales E nominal scales

constant sum scales

Pamela likes to sew because it relaxes her. To her, it's like therapy. For Pamela, sewing represents which type of motive? A. instrumental motive B. affective motive C. cognitive motive D consummatory motive E. personal motive

consummatory motive

Which of the following motives are most likely in affective choices? A. consummatory motives B. primary motives C. affective motives D. immediate motives F. instrumental motives

consummatory motives

Which type of motives underlie behaviors that are intrinsically rewarding to the individual involved? A. instrumental motives B, affective motives C. cognitive motives D, consummatory motives E, personal motives

consummatory motives

All other things being equal, consumers tend to prefer _____. a. external reference prices over internal reference prices b. dollar savings over percentage savings c. percentage savings over dollar savings d. larger retail outlets over smaller outlets e. smaller retail outlets over larger outlets

Consumers acquiring product through mail, telephone, or computer orders is referred to as _____. a. outsourcing b. outlet shopping c. non-traditional shopping d. in-home shopping e. all of the above

Greg is a carpenter and his wife, Marsha, is a second grade teacher. They use their computer to keep in touch with their children, and rarely shop online. In which online shopping segment do they belong? a. Virtual Shoppers b. Status Strivers c. Just the Essentials d. Original Traditionalists e. Shopping Lovers

How can firms enhance consumers' control with regard to online privacy concerns? a. don't ask for information b. use bots c. use blogs d. use "opt-in" approach e. use search engine optimization approaches

It is predicted that the total web-influenced in-store sales will be _____ in 2015. a. $217 million b. $38 billion c. $1.2 billion d. $232 billion e. $1,543 billion

The top two barriers to Internet shopping are _____. a. lack of touch b. privacy concerns c. difficult returns d. a and b e. b and c

The trustworthiness dimension of an online retailer's image is represented by which components? a. good product offers and information, value, aligned with interests b. fun, attractive, pleasant to browse c. easy to use and navigate, flexible site d. reputation, information safety and security e. fast and flexible delivery and transactions

Tylenol, which is an analgesic known as acetaminophen, warns in some of its advertising that consumers should read labels carefully because several other types of medications include acetaminophen (e.g., Tylenol Sinus) and consumers could overdose on this medicine and potentially suffer liver damage. Which type of cost is associated with this risk? a. social cost b. time cost c. effort cost d. physical cost e. mental cost

What is the key to success of store brands? a. low price b. low quality, but at a low price c. high quality at a high price e. high quality at a reasonable price e. attractive packaging

Which of the following are types of reference prices? a. primary and secondary b. direct and indirect c. latent and manifest d. internal and external e. high and low

Which of the following is NOT a key decision for retailers considering price advertising? a. How large a discount to use? b. Should a reference price be used? c. What verbal statements should be used? d. What is the cost of the item compared to the total media cost? e. none of the above are key decisions

Which of the following is a description of the shopping orientation known as Enthusiastic Shoppers? a. Their shopping styles are situation-specific or constantly changing. b. They look for the best deals at the lowest prices. c. They shop to get what they want in the least amount of time. d. They enjoy the recreational and social aspects of shopping. e. They have no particular shopping motives.

Which of the following is a segmentation of shoppers who are motivated primarily by getting exactly what they want in the least amount of time? a. apathetic shoppers b. enthusiast shoppers c. destination shoppers d. basic shoppers e. bargain seekers

Which of the following is an ambient condition related to store atmosphere? a. customer characteristics b. symbols c. layout d. temperature e. furnishings

Which of the following is true regarding Internet shopping? a. Most future growth will come from new users. b. Most future growth will come from existing buyers. c. Annual growth in the number of Internet users is low. d. b and c e. a and c

Which online shopping segment found by Experian is the highest catalog shopper? a. Virtual Shoppers b. Status Strivers c. Just the Essentials d. Original Traditionalists e. Shopping Lovers

Which type of reference price and price range does a consumer retrieve from memory to compare with a price in the market? a. base reference price b. historical reference price c. private reference price d. internal reference price e. repeat reference price

Which of the following does NOT influence the evaluation of alternatives on each criterion? A. decision rules applied B. evaluative criteria C. importance of criteria D. alternatives considered E. all of the above influence the evaluation of alternatives on each criterion

decision rules applied

Chaz was asked by a market researcher which criteria he uses when purchasing beer. He told the researcher that taste and price are important to him. Which method did the researcher use to obtain this information from Chaz? A. direct B, indirect C, projective D. perceptual mapping E. word association

direct

Which measurement method involves asking consumers what criteria they use in a particular purchase or, in a focus group setting, noting what consumers say about products and their attributes? A. direct B, indirect C, projective D. perceptual mapping E. word association

direct

To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement? A. primary and secondary B. manifest and latent C. direct and indirect D. immediate and delayed E. nominal and interval

direct and indirect

Which decision rule establishes a minimum level of performance for each important attribute (often a fairly high level), and all brands that meet or exceed the performance level for any key attribute are considered acceptable? A. conjunctive B. disjunctive C. lexicographic D. elimination-by-aspects E. compensatory

disjunctive

Approaches to reduce online privacy concerns include _____. a. direct control through "opt-in" features b. the use of privacy statements c. signaling the firm's investment in the website d. a and b e. all of the above

Financial cost, time cost, and effort cost are examples of _____. a. economic risk b. social risk c. physical risk d. actual risk e. all of the above

Jane was looking through the Pottery Barn catalog and saw some lamps she liked. Instead of calling the toll-free number to purchase the lamps, she went to Pottery Barn's website and ordered them. This is an example of _____. a. alternative shopping b. outsourcing c. multi-level marketing d. non-traditional shopping e. in-home shopping

Omni-channel shoppers _____. a. rely on mobile and mobile shopping apps b. belong to Gen Y c. belong to Gen X d. a and b e. all of the above

Suzy is having her 6th birthday party at Club Libby Lu at a department store in the mall. She and six of her friends will get a complete "make-over" with glittery makeup and shiny extensions added to their hair. This is an example of which approach retailers are taking to improve the shopping experience? a. kiosks b. mini-stores c. lifestyle centers d. brand stores e. "destination areas" within stores

The "Merchandise" dimension of store image includes _____. a. quality b. selection c. price d. style e. all of the above

The "Service" dimension of store image includes all of the following EXCEPT _____. a. easy returns b. sales personnel c. delivery d. credit e. all of the above are included

The purchase of products involves the risk that they may not perform as expected, causing which of the following to be high? a. social cost b. time cost c. effort cost d. physical cost e. all of the above

Which of the following affects consumers' retail outlet selection? a. outlet image b. retailer brands c. retail advertising d. outlet location and size e. all of the above

Which of the following is NOT a component of store image? a. store atmosphere b. store size c. store location d. store advertising e. all of the above affect store image

Which of the following is NOT a factor affecting consumers' retail outlet selection? a. outlet image b. retailer brand c. retail advertising d. outlet location and size e. number of levels of distribution

Which of the following is NOT a reason consumers gave for why they don't like shopping in stores? a. don't like shopping b. dealing with crowds c. salespeople are poorly informed d. marketing and traffic e. all of the above were reasons why consumers don't like shopping in stores

Which of the following is NOT a type of cost associated with perceived risk? a. social cost b. time cost c. effort cost d. physical cost e. spatial cost

Which of the following is a shopping motivation of consumers? a. recreation b. social aspects c. utility d. minimizing shopping time e. all of the above

Which of the following is a variable that influences brand decisions inside a retail outlet? a. point-of-purchase materials b. price reductions c. outlet atmosphere d. stockout situations e. all of the above

Which of the following is the major reason consumers give for shopping online? a. want product delivered b. unique merchandise c. price d. impulse e. convenience

Which of the following self-based point-of-purchase materials provide the maximum lift in sales? a. coupon dispensers b. retail price promo signs c. shelf talker, dangler, etc. d. inflatable (mobile) e. c and d

Miles is considering the purchase of a new car. Price is the most important criterion for him, and he will only consider those models that do not exceed $20,000. Since several models satisfy this criterion, he then considers how each alternative performs with respect to gas mileage, and he will not consider any that get less than 20 miles per gallon in the city. Which decision rule is Miles using? A. conjunctive B. disjunctive C. lexicographic D. elimination-by-aspects E. compensatory

elimination-by-aspects

Which decision rule requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion, and all brands are first considered on the most important criterion, the second most important, and so on until only one brand remains? A. conjunctive B. disjunctive C. lexicographic D. elimination-by-aspects E. compensatory

elimination-by-aspects

Nancy usually considers price and quality when she has to make a major purchase, such as an appliance or an automobile. These two features represent Nancy's _____. A. alternatives B, choices C, heuristics D. evaluative criteria E. motives

evaluative criteria

The various dimensions, features, or benefits consumers look for in response to a specific problem are called _____. A. alternatives B, choices C, heuristics D. evaluative criteria E. motives

evaluative criteria

Firms with a limited reputation sometimes do which of the following with a reputable firm so as to gain from the quality associated with the known brand? A. conduct blind tests B. form brand alliances C. use two-sided messages D. form conjoint alliances E. form conjunctive alliances

form brand alliances

With the information provided by perceptual mapping the marketer can determine all of the following EXCEPT _____. A. how the position of brands changes in response to marketing efforts B. how different brands are positioned according to evaluative criteria C. how to position new brands using evaluative criteria D. how consumers will trade one evaluative criteria for another E all of the above

how consumers will trade one evaluative criteria for another

Samantha is purchasing a new car. She knows she should compare alternatives on the basis of cost and performance features, but she can't help but consider the styling and the color. She also wants a car that will make her look "cool" and feel special when she's driving it. Styling, color, and how the car will make her feel are examples of _____ evaluative criteria. A. tangible B. intangible C. primary D. secondary E consummatory

intangible

Style, taste, prestige, feelings generated, and brand image are examples of which type of evaluative criteria? A. tangible B. intangible C. primary D. secondary E instrumental

intangible

The minimum amount that one brand can differ from another with the difference still being noticed is referred to as the ______. A. discriminatory difference B. sensory difference C. just noticeable difference D. recognition difference E. obvious difference

just noticeable difference

Which decision rule requires the consumer to rank the criteria in order of importance, and then the consumer selects the brand that performs best on the most important attribute? A. conjunctive B. disjunctive C. lexicographic D. elimination-by-aspects E. compensatory

lexicographic

Selecting the optimal alternative, minimizing the decision effort, and maximizing the ease with which a decision can be justified are examples of consumer _____. A. metagoals B. rational goals C. evoked goals D. affective goals E. primary goals

metagoals

A technique that requires consumers to judge the similarity of alternative brands is _____. A. conjoint analysis B attitude survey C. semantic differential scale D. perceptual mapping F, none of the above

perceptual mapping

Gail was participating in a market research study, and she was given 20 pairs of brands of shampoo and asked to indicate which pair is most similar, which is second most similar, and so forth until all pairs were ranked. Which type of indirect measurement technique used to assess Gail's evaluative criteria does this represent? A. perceptual mapping B conjoint analysis C. evaluative mapping D. regression analysis E. factor analysis

perceptual mapping

Gwen is an elderly lady and is participating in a market research study. The researcher asked her to describe the criteria someone who needs adult diapers might use to evaluate alternatives. The researcher was not asking Gwen what criteria she would use, but rather, the criteria Gwen thinks someone else would use. Which type of technique is this known as? A. tangible technique B. intangible technique C. projective technique D. perceptual mapping E, conjoint analysis

projective technique

Which indirect measurement techniques used to determine consumers' evaluative criteria allow the respondent to indicate the criteria someone else might use? A. tangible B. intangible C. projective techniques D. perceptual mapping E, conjoint analysis

projective techniques

Which of the following are indirect measurement techniques used to determine consumers' evaluative criteria? A. conjoint analysis and factor analysis B. factor analysis and regression analysis C. regression analysis and perceptual mapping D. projective techniques and perceptual mapping E. projective techniques and regression analysis

projective techniques and perceptual mapping

Evaluative criteria differ on all EXCEPT which of the following? A. type B. number C. quality D. importance E evaluative criteria can differ on all of the above

quality

Which of the following is NOT a type of consumer choice process? A. affective choice B. attitude-based choice C. rational choice D. a and b E. all of the above are types of consumer choice processes

rational choice

Which of the following is the most widely used technique for measuring consumers' judgments of brand performance on specific attributes? A. rank ordering scales B. semantic differential scales C. constant sum scales D. Likert scales E nominal scales

semantic differential scales

The ability of an individual to distinguish between similar stimuli is called _____. A. stimulus generalization B. perceptual generalization C. perceptual discrimination D. sensory perception E. sensory discrimination

sensory discrimination

Sam is a retiree with considerable resources, so he doesn't really spend much time on purchase decisions. His belief is that the most expensive brand is probably also the best in terms of quality. Sam uses price as a _____ indicator of quality. A. surrogate B. proxy C. primary D substitute E. secondary

surrogate

An attribute used to stand for or indicate another attribute is known as a _____. A. determinant attribute B. substitute indicator C. surrogate indicator D. secondary indicator E. proxy

surrogate indicator

Andrew is considering the purchase of a portable DVD player. He is comparing alternatives on the basis of screen size, battery life, and price. Andrew is using which type of evaluative criteria? A. tangible B. intangible C. primary D. secondary E instrumental

tangible

Cost and performance features are examples of which type of evaluative criteria? A. tangible B. intangible C. primary D. secondary E instrumental

tangible

The two types of evaluative criteria are _____. A. primary and secondary B. tangible and intangible C. manifest and latent D. direct and indirect F consummatory and instrumental

tangible and intangible

Sensory discrimination is _____. A. the minimum amount that one brand can differ from another with the difference still being noticed B. the maximum amount that one brand can differ from another without it being perceived as unreasonable by consumers C. the ability of an individual to distinguish between distinctly different stimuli D. the ability of an individual to distinguish between similar stimuli E. the relative importance consumers place on evaluative criteria

the ability of an individual to distinguish between similar stimuli

A metagoal refers to _____. A. the overall amount of energy devoted to any given purchase B. the general nature of the outcome being sought C. the conscious thinking of all decision processes D. using nonfinancial criteria to make purchase decisions E, none of the above

the general nature of the outcome

Consumers make decisions with the help of recommendation agents or bots when ____. A. there are few evaluative criteria and the decision is less complicated B. the decision is straight-forward and there are minimal evaluative criteria involved C. there are numerous alternatives D. there are a limited number of evaluative criteria and the decision involves a repeat purchase E. none of the above

there are numerous alternatives

John drinks Schwepps Ginger Ale for dinner as a beverage, while Jack uses it only as a mixer in his cocktails. Which factor that influences the importance of evaluative criteria is this? A. usage situation B. competitive context C. advertising effects D. quantity of criteria E. temporal perspective

usage situation

Speed of service and convenient location are criteria Jake considers when deciding at which restaurant to eat lunch during a work day. However, when he and his wife go out for a romantic dinner, the ambiance and quality of the food are more important. Which factor is influencing the importance he places of various criteria? A. usage situation B. competitive context C. advertising effects D. experience E. social influences

11,13,16,17 MKTG

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