153 Final Exam (Ch. 7-15)

58. Airlines appeal to ____ by offering more legroom, gourmet meals, and a large selection of videos on individual screens. a. symbolism b. hedonism c. satiation d. utilitarianism e. functionalism

b. hedonism

59. The booming success of such products as Haagen-Dazs ice cream and President's Choice Decadent Chocolate Chip Cookies is reflective of the value placed on a. symbolism. b. hedonism. c. satiation. d. utilitarianism. e. functionalism.

b. hedonism.

87. A(n) ____ is a broad term that includes a single person living alone or any group of individuals who live together in a common dwelling, regardless of whether they are related. a. extended family b. household c. single-father household d. mail-order family e. nuclear family

b. household

94. According to one study, which of the following is not a strategy used by adolescents to influence their parents' decision making? a. bargaining b. legitimate power c. persuasion d. emotional appeals e. requests

b. legitimate power

79. The relationship between involvement and perceived risk is a. inverse. b. direct. c. uncertain. d. very weak. e. U-shaped.

b. direct

47. All of the following might be choice tactics that are used in low-effort processing situations except ____ tactics. a. conjunctive b. normative c. variety-seeking d. affect e. performance

A. conjunctive

68. Li purchases only Dove, Ivory, and Irish Spring soaps. She is what is best known as a. multibrand loyal. b. a habitual buyer. c. operant conditioned. d. a repeated-brand purchaser. e. a multicommitted buyer.

A. multibrand loyal

49. If you did not enjoy a movie or if you were unhappy with a salesperson, ____ has occurred. a. goal incongruence b. dissatisfaction c. expectation confirmation d. incongruous matching e. schema disconnection

b. dissatisfaction

34. Whether targeting real or ideal states, it is important for marketers to ____ in order to avoid the consumer's consideration of other alternatives. a. detach affect from the attitudes toward the product b. detach cognitions from the attitudes toward the product c. narrow the discrepancy between the ideal and actual states d. position the product as the solution to the consumer's problem e. narrow the discrepancy between the expectations and aspirations

D. position the product as the solution to the consumer's problem

26. Both expectations and aspirations influencing ideal state are stimulated by ____ and by aspects of our own culture. a. our own personal experience b. the style of encoding of information c. homophily d. the firing of semantic networks e. diagnosticity

A. Our own personal experience

21. Buick put out a computer disk with pictures and information about new cars. Buick hoped that by viewing this information, consumers would realize that now might be a good time to buy a car. That is, they hoped consumers would enter into a state of a. problem recognition. b. internal search. c. postpurchase evaluation. d. information storage. e. behavioral intentions.

A. Problem Recognition

20. ____ is a critical stage in the decision process because it motivates the consumer to action. a. Problem recognition b. Internal search c. External search d. Information storage e. Purchase

A. Problem recognition

42. Some consumers fly rather than taking the train, even when train travel is faster and cheaper, simply because they do not consider train travel. This is an example of a. a choice not included in the consideration set. b. restriction of memory by the actual state of the consumer. c. restriction of memory by the ideal state of the consumer. d. brand extensions that a consumer would consider purchasing. e. choices that are limited by the extent of favorable information available.

A. a choice not included in the consideration set.

78. Enduring involvement is a. a high level of ongoing response over time. b. affective responses to specific brands. c. the long-term perceptual response to involvement. d. the long-term cognitive effects of involvement in a product category. e. a perceptual framework that is particularly resistant to change.

A. a high level of ongoing response over time

51. Because the success of new offerings is so important to companies, marketers are often interested in understanding how consumers choose to buy an innovation. This process is known as a. adoption. b. referencing. c. innovating. d. creating. e. designating.

A. adoption

76. Brands are associated with global affective evaluations that can be recalled from memory when making a choice. This process has been called a. affect referral. b. emotional transfer. c. emotional retrieval. d. global evaluative associations. e. evaluative recall.

A. affect referral

44. Price comparison shopping in which consumers compare each brand on price and select the one with the desired price is an example of ____ processing. a. attribute b. classification c. compensatory d. noncompensatory e. brand

A. attribute

56. When information is both salient and diagnostic, there is what is known as a. attribute determinacy. b. diagnostic salience. c. accessibility. d. vivid salience. e. neural network enrichment.

A. attribute determinacy

87. All of the following are characteristics of the innovation that will affect adoption and diffusion except a. attributes that affect performance but are not perceived by consumers. b. the perceived value of the innovation. c. the uncertainty associated with the innovation. d. the extent to which consumers must learn new patterns of use. e. the innovation's social relevance.

A. attributes that affect performance but are not perceived by consumers.

39. When evidence is ambiguous, the confirmation bias and overconfidence can lead consumers to a. avoid negative and highly diagnostic information. b. confirm only highly diagnostic information. c. underweigh positive information. d. recall highly vivid information. e. avoid marketing stimulus.

A. avoid negative and highly diagnostic information

16. A low level of motivation to process is most often found with a. common repeat-purchase products. b. products overseas. c. large and expensive but functional products. d. hedonic products. e. goods and services with symbolic value.

A. common repeat-purchase products

54. In buying a car, a consumer might decide that the lowest acceptable gas mileage is at least 15 miles per gallon. He could reject an alternative that was below this specification. This is an example of a ____ model. a. conjunctive b. cutoff c. disjunctive d. minimal value e. base line

A. conjunctive

29. Testing consumer expectations through experience is known as a. consumer hypothesis testing. b. sensation experiencing. c. operant conditioning. d. classical conditioning. e. modeling.

A. consumer hypothesis testing

25. Post-decision dissonance can impact consumer behavior primarily because it a. creates anxiety that the consumer would like to reduce. b. increases the ability of the consumer to process information. c. increases the recall of the consumer for attributes. d. can attract customers who are habitual purchasers of other brands. e. decreases motivation to process information about other brands.

A. creates anxiety that the consumer would like to reduce.

31. Every season fashion designers introduce new "in" colors. One autumn green may be an in color, while the next autumn purple may be popular. The fashion industry stimulates consumer problem recognition by a. creating a new ideal state. b. creating dissatisfaction with consumers' actual state. c. creating new evaluations. d. creating new beliefs. e. repositioning clothing brands.

A. creating a new ideal state

32. PC Corps realizes that two years is too long for consumers to use a PC before buying a new one. They can stimulate problem recognition earlier by eliciting dissatisfaction with the actual state or by a. creating a new ideal state. b. creating a new actual state. c. eliciting dissatisfaction with the ideal state. d. decreasing MAO to create dissatisfaction with the ideal state. e. increasing clutter that will block processing of the actual state.

A. creating a new ideal state

51. Ron did not know much about sofas, but he did know that the more expensive ones were better than the cheaper ones. Ron was using price as a. diagnostic information. b. vivid information. c. a peripheral cue. d. a goal-related cue. e. an affect-based cue.

A. diagnostic information

30. Before deciding to purchase a digital camera, Dan imagined himself using one in different contexts. This imagery would help Dan to a. estimate its likelihood, goodness, or badness. b. increase short-term memory for a product's attributes. c. decrease short-term memory for a product's attributes but increase it for the overall evaluation. d. decrease the number of associations attached to the event schema. e. strengthen brand associations.

A. estimate its likelihood, goodness, or badness

20. All of the following phenomena occur after a purchase is made except a. expectation formation. b. dissatisfaction. c. customer satisfaction. d. product performance. e. learning about products by direct experience.

A. expectation formation

80. A successful innovation that has a moderately long and potentially cyclical product life cycle is known as a a. fashion. b. fad. c. prototype. d. protocycle. e. moderate innovation.

A. fashion

42. ____ innovations are those that offer benefits in product performance over existing alternatives. a. Functional b. Feature c. Symbolic d. Hedonic e. Egoistic

A. functional

43. The notebook computer offers the benefit of portability that desktop computers do not. This is best classified as a(n) ____ innovation. a. functional b. aesthetic c. symbolic d. attribute-based e. serial

A. functional

44. Hybrid vehicles are more fuel-efficient and better for the environment than traditional gasoline-powered cars. Hybrid vehicles are an example of a(n) ____ innovation. a. functional b. hedonic c. symbolic d. aesthetic e. Hybrid vehicles are not considered an innovation as vehicles already existed before their introduction.

A. functional

34. In learning from experience, consumers will ____ when motivation is low. a. generate few or no hypotheses b. rapidly make connections c. retrieve information d. encode information e. not make purchases

A. generate few or no hypotheses

22. Upon entering the East German market, Coca-Cola took advantage of the fact that most consumers were used to taking their soft drinks from vending machines to focus on vending machines when setting up their distribution system. They were utilizing ____ to capture consumers. a. habit b. brand loyalty c. price d. additive differential decisions e. buying the most familiar brand

A. habit

57. Upon finding out about the new type of toddler toy, Ying looked up a review in a magazine, asked several friends, and thought carefully about it before making up her mind. This is an example of a. high-effort hierarchy of effects. b. low-effort hierarchy of effects. c. peripheral processing. d. heuristic processing. e. schema probing.

A. high-effort hierarchy of effects.

29. All of the following could make a product or service an innovation except if it a. involves only new marketing communications pitches. b. is new to the marketplace. c. is perceived as new by consumers. d. is defined as new by a certain segment. e. involves changes in consumption patterns.

A. involves only new marketing communications pitches.

25. In planning a trip, we might judge how good or bad it is that Santa Barbara is fun and expensive. This is an example of a. judgment of goodness and badness. b. an anchoring and adjustment process. c. the assessment process. d. belief strength. e. an estimation of likelihood.

A. judgment of goodness and badness

66. If an innovation is to spread through the market, it a. must appeal to each of the adopter groups. b. only needs to appeal to innovators. c. only needs to appeal to early majority consumers. d. must first appeal to the lower classes. e. must only appeal to the middle classes.

A. must appeal to each of the adopter groups

53. Overall, ____ has been found to be a very critical factor in brand choice. a. past experience b. brand name length c. the color of packaging d. partially implicit target resubstantiation e. partially explicit target resubstantiation

A. past experience

60. Nathan was pleasantly surprised with his computer game. It had better graphics than he expected and good replayability. This is an example of a. positive disconfirmation. b. negative disconfirmation. c. subjective expected outcome. d. reinforcement. e. objective expected outcome.

A. positive disconfirmation

71. There are two basic types of external search by consumers: a. prepurchase and ongoing. b. consumptive and disposal. c. short range and long term. d. immediate and medium range. e. iconic and echoic.

A. prepurchase and ongoing

75. Diffusion a. reflects the behavior of groups of consumers within the market. b. assesses the attitudes of individual consumers within the market. c. is almost always inward. d. assesses the behavior of individual consumers within the market. e. is adoption by heavy users of a new product.

A. reflects the behavior of groups of consumers within the market

47. Seeing an apple (for Macintosh) or the Marlboro Man may make it easier for consumers to remember and consider these brands when making a decision. This is best thought of as an example of a(n) ____ placing the brand in the consideration set. a. retrieval cue b. usage situation c. attitude d. brand image e. evaluation

A. retrieval cue

82. The product life cycle measures a. sales of the product over time. b. time. c. percentage of sales volume. d. rate of adoption. e. the total number adopting the innovation.

A. sales of the product over time

48. Sally feels happy with her decision to sell seashells. She is clearly feeling a. satisfaction. b. goal congruence. c. expectation disconfirmation. d. incongruous matching. e. schema connection.

A. satisfaction

78. Becca is in an elegant restaurant with a group of female friends. Each of her friends orders a low-fat fish entrée and a small salad. Becca orders a large steak and French onion soup. Which individual-group goal is Becca achieving? a. self preservation b. minimizing regret c. information gathering d. group reactance e. healthy appetite

A. self preservation

89. ____ has (have) two dimensions: observability and social value. a. Social relevance b. Fungability c. Periodicity d. Hierarchical effects e. Sociality

A. social relevance

59. Our evaluations tend to form ____ the brand. a. strong associative links with b. less likely recalled neural networks for c. more easily changed online judgments for d. weaker schemas about e. fewer retrieval cues about

A. strong associative links with

38. John really did not think much about Wind Out breath mints until he bought a pack and realized how strong they were. Then he decided he liked them. This is an example of how, for these types of products, a. strong attitudes are more likely to develop after purchase. b. advertising has a strong effect on purchase. c. word of mouth has a strong effect on purchase. d. repetition has little effect on decision making. e. processing of information about att

A. strong attitudes are more likely to develop after purchase.

63. Shaping involves a. taking consumers through a series of successive steps to lead them to a desired response. b. focusing consumer attention on processing the positive attributes of the brand so that they will form a positive overall evaluation. c. focusing consumer attention on processing the negative attributes of the competing brand so that they will form a negative overall evaluation. d. the strengthening of brand associations. e. utilizing the law of small numbers to form evaluations.

A. taking consumers through a series of successive steps to lead them to a desired response.

36. David was ready to buy a pair of pants he saw in the J Crew catalog that were priced at $25.00 until he noticed two other pairs of pants priced at $65.00 and $95.00. Suddenly the $25.00 pair of pants seemed too cheap. This is an example of a. the attraction effect. b. an inert set. c. goal-driven choice. d. construal theory. e. prospect theory.

A. the attraction effect

82. Factors that directly affect the opportunity to process information might include all of the following except a. the consumers' cognitive abilities. b. the number of retail outlets or dealers. c. the attribute information available about each brand. d. the information format. e. time availability.

A. the consumers cognitive abilities

67. Attribution theory was developed to a. understand how individuals find causes for effects or behavior. b. understand the impression formation process. c. explain cognitive dissonance. d. explain the relationship between attitudes and behavior. e. understand why brand loyalty occurs.

A. understand how individuals find causes for effects or behavior

31. A confirmation bias in processing information leads consumers to a. be underconfident in their judgments. b. be overconfident in their judgments. c. be negative in evaluations. d. make emotional judgments. e. make cognitive judgments.

B. be overconfident in their judgments

33. Thirty years ago, consumers did not think much about the performance of their athletic shoes. Today we are continually bombarded with newer and better products that will make us run faster and jump higher. This can best be thought of as an example of marketers a. creating a new actual state. b. creating a new ideal state. c. creating dissatisfaction with the actual state. d. attaching new associations to a schema. e. strengthening existing associations.

B. creating a new ideal state

22. The ____ is the consumer's perception of the way we want things to be. a. desirable stimulation level b. ideal state c. actual state d. optimal stimulation level e. real condition

B. ideal state

27. Many consumers might have the desire to wear an expensive watch (e.g., a Rolex) or buy an expensive car in order to gain the admiration of others. This can be thought of as an example of a. problem recognition determined by beliefs. b. ideal state formed by aspirations. c. internal search influenced by beliefs. d. external search influenced by beliefs. e. problem recognition determined by values.

B. ideal state formed by aspirations

52. Everything else at the restaurant was fine, but after Kimberly discovered an insect in her soup, she decided not to return. This is an example of how a. retrieval cues affect decision making for services. b. negative information can be diagnostic. c. consumption goals can affect repurchase decisions. d. the consideration set can be important for consumption. e. goal-related cues affect decision making for services.

B. negative information can be diagnostic

72. When there is problem recognition, a(n) ____ will usually be started. a. ongoing search b. prepurchase search c. actual state formation d. consumptive reaction e. evaluative myopia

B. prepurchase search

37. A dynamically continuous innovation has a. new affective tags attached in consumers' minds. b. a limited effect on existing consumption patterns. c. a pronounced effect on our existing consumption practices. d. the potential to start a new product category. e. old associations but a new name.

C. a pronounced effect on our existing consumption practices.

23. The ____ is the consumer's perception of the way things actually are. a. desirable stimulation level b. ideal state c. actual state d. optimal stimulation level e. real condition

C. actual state

32. Marketers classify innovations in three main ways: (1) the degree of novelty, (2) the type of benefits offered, and (3) the a. styles available. b. features affected. c. breadth of innovation. d. length of time to adoption. e. size of potential market.

C. breadth of innovation

72. Innovators have been found to differ from others in how they make decisions. They a. carefully plan. b. deliberate for a long time. c. do less planning and deliberation. d. engage in attribute-based decision making. e. utilize whole evaluations in their decision making.

C. do less planning and deliberation

63. ____ of innovations have been characterized as respectable. a. Early refusers b. Innovators c. Early adopters d. The late majority e. The early majority

C. early adopters

73. Dissatisfied consumers could likely do all of the following except a. take no action. b. discontinue purchasing. c. engage in habitual purchasing. d. complain. e. engage in negative word of mouth.

C. engage in habitual purchasing

79. The ____ diffusion curve starts out more quickly, with a large percentage of the market purchasing as soon as possible. a. inverted-U-shaped b. S-shaped c. exponential d. U-shaped e. M-shaped

C. exponential

84. A ____ is an innovation with a very short product life cycle. a. blip b. flash c. fad d. fashion e. classic

C. fad

85. In the 1970s, everybody owned a novelty called a Pet Rock. The sales of this product rapidly grew and just as rapidly fell. In terms of the Product Life Cycle, the Pet Rock was a(n) a. classic. b. fashion. c. fad. d. innovator. e. laggard.

C. fad

47. Symbolic innovations are products, services, attributes, or ideas that a. offer benefits in product performance over existing alternatives. b. appeal to our pleasure-seeking and/or sensory needs. c. have new social meaning. d. are only incremental improvements. e. usually spawn other innovations and product forms.

C. have new social meaning

39. A greater degree of product category expertise and knowledge will ____ an information search. a. restrict b. decrease c. increase d. lower the evaluation of e. increase the evaluation of

C. increase

90. Among factors that influence resistance, adoption, and diffusion, ____ refers to the extent to which the innovation follows established guidelines for what seems appropriate in the category. a. conjunctive fungability b. adaptability c. legitimacy d. fungability e. guidability

C. legitimacy

68. Some researchers claim that innovators are those who a. are low in need for cognition. b. adopt innovations according to the low-effort hierarchy of effects. c. make a decision to buy a product independent of the decision of others. d. adopt innovations on the opinions of others. e. are cognitive misers.

C. make a decision to buy a product independent of the decision of others.

22. Judgments do not require a. the retrieval of information. b. information processing. c. making a decision. d. evaluations. e. estimations.

C. making a decision

73. A consumer might consistently read computer magazines because of a high degree of enduring involvement. This is an example of a. diagnosticity. b. vivid involvement. c. ongoing search. d. problem recognition. e. internal search.

C. ongoing search

69. It was discovered that several children in the Seattle area had developed food poisoning from eating a hamburger at a Jack-in-the-Box restaurant. In a message to the public, the company reassured consumers that this problem was temporary and would never occur again. This message was appealing to the a. product evaluations of customers. b. locus of control of the problem. c. permanence of the problem. d. evaluation of the service. e. behavior of the customers.

C. permanence of the problem

59. With low-effort hierarchy of effects, attitudes are based on a. careful thought. b. advertising. c. trial experience. d. a lot of information. e. attribute-based processing.

C. trial experience

56. Resistance is a. a part of adoption. b. closely related to adoption. c. the last stage of adoption. d. the second stage of adoption. e. a concept separate from adoption.

E. a concept separate from adoption

52. A common feature of noncompensatory models is that consumers set up ____ and reject the brand if it does not meet that standard. a. ideal levels for each brand b. schemas for each brand c. brand images for each product d. a combined score e. a cutoff level

E. a cutoff level

25. Problem recognition occurs in a. acquisition only. b. disposition only. c. acquisition and consumption. d. acquisition and disposition. e. acquisition, consumption, and disposition.

E. acquisition, consumption, and disposition.

68. If we choose a restaurant based on the good feelings we had the last time we ate there, we are using ____ decision making. a. additive differential b. a subjunctive model of c. a conjunctive model of d. a lexicographic model of e. affective

E. affective

74. Innovators tend to have all of the following characteristics except they a. have a great deal of social influence beyond their immediate groups. b. are high in need for stimulation. c. are heavily involved in media. d. are heavy users within the product category. e. are low in need for cognition.

E. are low in need for cognition

65. ____ was developed in social psychology to understand how individuals find explanations or causes for effects or behavior. a. Schematic theory b. Cause-and-effect modeling c. Equity theory d. Cognitive dissonance e. Attribution theory

E. attribution theory

66. Ted discovered that the white dust on his donuts was not powdered sugar but mold. The supermarket gave him two free boxes of donuts and explained that the problem was temporary and related to the supplier and therefore, was not under their control. This is best thought of as an application of a. schematic theory. b. cause-and-effect modeling. c. equity theory. d. cognitive dissonance. e. attribution theory.

E. attribution theory

41. A consideration set usually contains a. only one brand. b. between 15 and 20 brands. c. one or two brands, depending on the product category. d. at least 20 brands. e. between two to eight brands.

E. between two to eight brands

46. Global brands such as Sony, IBM, McDonald's, Mercedes, and Coca-Cola are more likely to be in many consumers' consideration set primarily because of a. cognitive dissonance. b. brand image. c. brand associations. d. neutral attitudes. e. brand familiarity.

E. brand familiarity

42. A consumer making a computer purchase might collect information about an Apple computer and make a judgment on it before moving on to the next brand. This is an example of a(n) ____ model of decision making. a. attribute processing b. classification c. compensatory d. noncompensatory e. brand processing

E. brand processing

33. Services such as home shopping and direct mail are innovations primarily because they involve a. new marketing communications pitches. b. new brand names. c. radical innovation. d. new technology. e. changes in consumption patterns.

E. changes in consumption patterns

86. A ____ is a successful innovation with a lengthy product life cycle. a. blip b. flash c. spat d. fashion e. classic

E. classic

70. By virtue of their experience with the innovation, innovators may a. have a greater degree of resistance to the innovation. b. be slower to adopt the innovation. c. be more easily influenced by a reference group. d. be less receptive to information about new products. e. communicate information to others.

E. communicate information to others.

46. A ____ is best when the customer wishes to choose the brand with the greatest number of positive features. a. brand awareness state b. lexicognitive strategy c. subjunctive model d. conjunctive model e. compensatory strategy

E. compensatory strategy

63. Diana hated Leakthrough tents. She could easily remember negative information about the brand, but had a difficult time recalling any positive information she had heard. This is referred to as a. the reinforcement bias. b. the diagnosticity complex. c. attribute determinance. d. recall bias. e. confirmation bias.

E. confirmation bias

73. Maureen hates shopping for clothes. So the night before a gala event that she was planning to attend, she is at the mall frantically looking for a dress to wear. What consumer tendency does this illustrate? a. appraisal theory b. prospect theory c. procrastination d. dressing room phobia e. decision delay

E. decision delay

20. Making a selection between options or courses of action is a. consumer information-gathering. b. making choices. c. retrieving information from short-term memory. d. retrieving information from long-term memory. e. decision making.

E. decision making

50. ____ help(s) us distinguish objects from one another. a. Accessibility b. Availability c. External and internal retrieval cues d. Consumption goals e. Diagnostic information

E. diagnostic information

41. Sales of personal computers have led to the creation and sales of other products such as floppy disks, modems, and DVD drives. This is an example of how ____ often spawn(s) peripheral products and associated innovations. a. new types of public relations and advertising b. an increase in hedonic consumption c. an increase in continuous innovations d. a decrease in spending e. discontinuous and dynamically continuous innovations

E. discontinuous and dynamically continuous innovations.

33. When a consumer is exposed to a new brand extension, the existing brand name can serve as a positive anchor for subsequent judgments by a. increasing the connections in both echoic and iconic memory. b. altering the overall evaluation. c. decreasing short-term memory for the attributes, thus increasing image. d. altering the individual attributes of the product. e. eliciting prior affect from memory.

E. eliciting prior affect from memory.

65. Sellers typically ask a higher price for an item than buyers are willing to pay. This is called a(n) a. compensatory model. b. noncompensatory model. c. elimination by aspect model. d. lexicographical model. e. endowment effect.

E. endowment effect

66. Clarke is willing to sell is Star Wars Lego collection to his friend Patrick. However, he wants to charge a price that is much higher than Patrick is willing to pay. This is an example of the a. compensatory model. b. noncompensatory model. c. elimination by aspect model. d. lexicographical model. e. endowment effect.

E. endowment effect

23. A judgment of how probable something is to occur is known as a(n) a. randomizer process. b. conjunctive process. c. differential network. d. motivational insight. e. estimation of likelihood.

E. estimation of likelihood

43. When the consumer is highly motivated to learn, and evidence about the top dog is unambiguous, the marketer simply needs to try a. information infilling. b. creating a framework. c. reinforcing the agenda. d. blocking exposure to evidence. e. explaining the experience.

E. explaining the difference

69. Consumers can acquire additional information from outside sources through a. internal search. b. inhibition. c. diagnosticity. d. discursive processing. e. external search.

E. external search

41. The hierarchy of effects for pure affective choice would be a. thinking, feeling, behavior. b. feeling, thinking, behavior. c. thinking, behavior, feeling. d. behavior, feeling, thinking. e. feeling, behavior, thinking.

E. feeling, behavior, thinking

52. Evaluations and feelings for products and services are a. generally permanent and stable over time. b. generally temporary but more stable than attitudes. c. free of specific consumption situations. d. likely to depend heavily on the brand name. e. generally temporary and unstable over time.

E. generally temporary and unstable over time.

75. All of the following are different classifications of complainers except a. passives. b. voicers. c. irates. d. activists. e. individualists.

E. individualists

33. All of the following factors significantly affect learning from experience except a. motivation. b. familiarity. c. ambiguity of the information environment. d. processing biases. e. information retrieval.

E. information retrieval

35. Typically, the next step in consumer decision making after problem recognition is a. external information search. b. prepurchase intentions. c. brand choice. d. behavior. e. internal information search.

E. internal information search

28. Something that is old can also be considered an innovation if it a. is especially appealing for nostalgia. b. is especially appealing because it is a sacred object. c. becomes a gift. d. serves as a product that fulfills basic needs. e. is introduced to a new market segment.

E. is introduced to a new market segment

32. The ____ is the expectation that information obtained from a small sample of people represents the larger population. a. representativeness heuristic b. unrepresentativeness heuristic c. estimation assumption d. telescoping assumption e. law of small numbers

E. law of small numbers

58. With the ____ model, consumers order the attributes in terms of importance and compare the options one attribute at a time, starting with the most important attribute. a. subjunctive b. ordered c. conjunctive d. importance e. lexicographic

E. lexicographic

59. Performance can be either a. affective or cognitive. b. based on expectations or on advertising. c. confirmed or disconfirmed. d. attribute based or brand based. e. objective or subjective.

E. objective or subjective

28. Consumer learning from marketer-controlled communication is often limited because a. of a lack of processability. b. consumers cannot relate it to their lives. c. it often does not match consumer decision-making patterns. d. memory is limited. e. of the low credibility of the marketing message.

E. of low credibility of the marketing message.

58. The ability of consumers to process information as they are viewing it is known as a. dual coding mode. b. dual enhancement. c. central integration. d. peripheral integration. e. online processing.

E. online processing

81. Factors that directly affect the ability to process information might include all of the following except a. objective knowledge. b. subjective knowledge. c. cognitive abilities. d. demographics. e. perceived risk.

E. perceived risk

52. If a consumer buys Liquid Tide and is impressed by its ability to clean clothes, he will be more likely to buy it again. This is best thought of as an example of the nature of ____ obtained from former actions. a. physiological response b. cognitive dissonance c. retrieval d. cognitive approval e. reinforcement

E. reinforcement

26. The process referred to as the ____ occurs when consumers make comparisons to a category prototype or exemplar. a. prototype process b. comparative process c. exemplar model d. conjunctive model e. representativeness heuristic

E. representativeness heuristic

27. If we want to estimate the likelihood that a new, low-calorie frozen dinner is of high quality, we might compare it to a very common brand such as Weight Watchers. This is an example of a(n) a. prototype process. b. comparative process. c. exemplar model. d. conjunctive model. e. representativeness heuristic.

E. representativeness heuristic

55. Research has clearly shown that consumers can recall ____ even when the opportunity to process is low. a. concrete cues b. messages not related to aspirations c. messages not related to expectations d. abstract cues e. salient attributes

E. salient attributes

56. The key to development of performance-related tactics is a. high elaboration. b. negative affect. c. cognitive effort. d. information processing. e. satisfaction.

E. satisfaction

61. ____ is the term for operant conditioning used to elicit repeat purchases. a. Charging b. Modeling c. Foot in the door d. Eliciting e. Shaping

E. shaping

62. A free sample generates a trial use of a brand. A high-value coupon might be included with the sample to induce the consumer to purchase the product. Then, a series of lower-value coupons are used to promote further repurchase. When the coupons are withdrawn, marketers hope that the consumer will purchase by habit. This is an example of a. reinforcement. b. punishment. c. risk aversion. d. retrieval conditioning. e. shaping.

E. shaping

77. Because Cathy was about to have triplets, her husband Don was very interested in any baby-related products. This is referred to as a. enduring involvement. b. particular involvement. c. perceptual response. d. particular response. e. situational involvement.

E. situational involvement

38. For many years, consumers believed that Listerine prevents colds and that STP oil treatment improves engine performance because these claims could not be disconfirmed by usage. This is an example of consumers supporting hypotheses derived from advertising because a. the memory for attributes is high. b. the memory for brand evaluations is high. c. there is a lack of postpurchase dissonance. d. the motivation to process information is high. e. the consumption experience is ambiguous.

E. the consumption experience is ambiguous

65. ____ in adopting innovations have been characterized as deliberate. a. Early refusers b. Innovators c. Early adopters d. The late majority e. The early majority

E. the early majority

33. Word-of-mouth communication is powerful because we tend to have confidence that the opinions of friends or relatives are more reflective of the majority than they may be. This is an example of a. size distortion. b. the extrapolation bias. c. the infrequency bias. d. sample error. e. the law of small numbers.

E. the law of small numbers

36. Internal information search is a. searching for information from within one's reference group. b. examining online web information before going to other sources. c. surprisingly restricted to external sources of influence. d. searching one's closet before going shopping. e. the process of recalling stored information from memory.

E. the process of recalling stored information from memory

91. All of the following could be considered major clusters of Hispanic American population except a. Creoles living in southern Louisiana. b. Mexican Americans living in California. c. Mexican Americans living in the Southwest. d. Cuban Americans living in southern Florida. e. Puerto Ricans living in New York.

a. Creoles living in southern Louisiana.

78. ____ is a tendency to be resistant to change or new ideas. a. Dogmatism b. Need for cognition c. Need for affect d. Pragmatism e. Internal consistency

a. Dogmatism

41. ____ are relevant only to particular areas of activity such as religion, family, or consumption. a. Domain-specific values b. Evaluations c. End-state associations d. Terminal values e. Instrumental values

a. Domain-specific values

43. ____ items are important to individuals who are low in materialism. a. Symbolic b. Luxury c. Domain-specific d. Big-ticket e. Hedonistic

a. Symbolic

33. Why should marketers be careful in using symbols and language that teens can relate to in their advertising? a. Teens are often wary of blatant attempts to influence them. b. The symbols and language become quickly outdated. c. Teens need to be "talked to, not at." d. Because of the quickly changing teen culture, the message could be "uncool." e. All of these choices are correct.

a. Teens are often wary of blatant attempts to influence them. b. The symbols and language become quickly outdated. c. Teens need to be "talked to, not at." d. Because of the quickly changing teen culture, the message could be "uncool." e. All of these choices are correct.

39. Which of the following best describes Generation X's consumer behavior? a. They like to take time to research products and customized them to their own taste. b. They watch less TV than any other age group does. c. They like to own cutting-edge technology. d. If living with their parents, they may influence family decisions to expand or remodel the house. e. All of these choices are consumer behaviors of Xers.

a. They like to take time to research products and customized them to their own taste. b. They watch less TV than any other age group does. c. They like to own cutting-edge technology. d. If living with their parents, they may influence family decisions to expand or remodel the house. e. All of these choices are consumer behaviors of Xers.

31. ____ are dutiful and conforming, seeking a rewarding family life and upholding traditional values. a. Upholders b. Lonesome lazers c. Thrills and chills d. Bootstrappers e. Resigned

a. Upholders

95. One defining characteristic of Hispanics in the United States is a. a strong orientation toward the family. b. an aging population. c. slow population growth. d. a strong orientation toward the individual. e. a view of themselves as materialistic.

a. a strong orientation toward the family.

45. Materialism may reflect a high value of ____ if people judge their self-worth by what they have acquired. a. accomplishment b. self-aggrandizement c. self-esteem d. diligence e. a desire for formality

a. accomplishment

89. Through a process called ____, members of a subculture must learn to adapt to the host culture. a. acculturation b. transmogrification c. transmutation d. cultural transformation e. fungibility

a. acculturation

24. People of the same ____ are at the same stage in life and, therefore, share many common symbols and memories, which may lead to similar consumption patterns. a. age b. gender c. ethnicity d. subculture e. region

a. age

104. Multicultural marketing is a strategy to a. appeal to a variety of cultures at the same time. b. target each subculture with a different marketing campaign. c. globalize marketing, assuming that there are no cultural differences. d. cluster across national boundaries. e. cluster within national boundaries.

a. appeal to a variety of cultures at the same time.

68. In Hofstede's dimensions of culture, masculinity versus femininity is the extent to which a culture places a higher value on a. assertiveness and success over relationships and quality of life. b. structured rather than unstructured situations. c. sorting out information rather than collecting information. d. giving things away to others rather than purchasing and collecting. e. the individuals rather than the group.

a. assertiveness and success over relationships and quality of life.

63. Dual-career families have led an increasing number of husbands to a. assume greater responsibility for household tasks and child rearing. b. early retirement due to stress. c. spend more time away from home trying to attain the ideal lifestyle. d. avoid going back to school to change careers. e. start taking a more active role in purchases for household improvement.

a. assume greater responsibility for household tasks and child rearing.

43. Xers find success and achievement by a. being at the very cutting edge of technology. b. investing in the stock market. c. trying to change the world. d. being rebellious. e. climbing the corporate ladder.

a. being at the very cutting edge of technology

70. Some class-related acquisition and consumption behaviors can be explained by consumers' quest to acquire items that reflect not only their current social class but also a. class aspirations. b. status freeze. c. the influence of coupon usage. d. the influence of SEI. e. status crystallization.

a. class aspirations.

74. Often, the meaning of money goes beyond the utilitarian level and a. comes to symbolize security, power, love, and freedom. b. represents basic necessities. c. comes to represent loved ones. d. becomes an extension of self. e. represents a medium of exchange.

a. comes to symbolize security, power, love, and freedom.

52. Rather than move their families when they change jobs, increasing numbers of parents are a. commuting to work in another city or state. b. quitting jobs and becoming full time housewives or househusbands. c. quitting jobs and surviving on government assistance. d. investing in the stock market. e. becoming interested in get-rich-quick information.

a. commuting to work in another city or state.

65. The acquisition and visible display of luxury goods and services to demonstrate one's ability to afford them is best known as a. conspicuous consumption. b. conspicuous waste. c. visible acquisition. d. visible consumption. e. upwardly mobile acquisition.

a. conspicuous consumption.

85. Drinking alcohol and smoking are not allowed in strict Muslim countries. This is an example of how a. countries forbid certain types of products. b. tastes affect consumption. c. advertising affects acquisition. d. habitual purchasing affects long-run consumption of certain products. e. demographics affect the purchase of certain products.

a. countries forbid certain types of products.

52. The baby boom generation a. created a revolution in social attitudes, music, fashion, and politics. b. was one of the most conservative in history. c. faced one of the hardest economic times in U.S. history. d. was the first generation not to achieve the economic status of its parents. e. was known as the conformist generation because it wanted to get ahead and not make waves.

a. created a revolution in social attitudes, music, fashion, and politics.

67. Because of the close proximity in which people live and work, residents in one area can often a. develop similar patterns of purchasing behavior. b. have low levels of homophily. c. have similar levels of price sensitivity. d. develop the same commuting patterns. e. develop schemas that reflect different parts of the country.

a. develop similar patterns of purchasing behavior.

28. Formally defined, values are a. enduring beliefs that a given behavior or outcome is desirable or good. b. a certain set of behaviors that is learned either from our parents or from peer groups. c. a certain set of attitudes that are strongly held. d. a belief in an existing level of quality or value for products. e. a certain set of attitudes that are long-lasting but not strongly held.

a. enduring beliefs that a given behavior or outcome is desirable or good.

57. When consumers ____, they desire products and services that simply make them feel good. a. engage in hedonic consumption b. join social groups c. engage in constructive criticism of reference groups d. become materialistic e. seek symbolism in their lives

a. engage in hedonic consumption

86. The ____ consists of the nuclear family plus relatives such as grandparents, aunts, uncles, and cousins. a. extended family b. household c. single-father household d. mail-order family e. nuclear family

a. extended family

58. The ____ market is comprised of those consumers over age 65. a. gray b. baby boomer c. Generation X d. Slacker e. young-again

a. gray

76. Which of the following behaviors of dissatisfied customers is the most damaging? a. negative word of mouth b. discontinuing purchasing c. repeat purchasing d. complaining e. taking no action

a. negative word of mouth

55. Products and services that ____ are primarily aimed at aging baby boomers. a. help individuals maintain a youthful appearance b. fulfill slow hedonic needs c. fulfill symbolic needs d. are emotionally fulfilling but cost very little e. are branded

a. help individuals maintain a youthful appearance

45. Two individuals have the same income but one is from the upper class and one is from the middle class. We can tell immediately which class they come from by looking at their purchases, their houses, and their neighborhoods. This is an example of how social class can often explain a. how income is used. b. attention to advertising. c. deal proneness. d. coupon usage. e. individual differences in behavior.

a. how income is used.

50. In terms of the status of family background, researchers have made a distinction between a. inherited and earned status. b. ethnicity and culture. c. region and city. d. education and intelligence. e. education and schooling.

a. inherited and earned status.

96. Important cultural influences on consumption patterns are the consumer's level of acculturation and a. intensity of ethnic identification. b. level of need for cognition. c. family size. d. urban living patterns. e. suburban living patterns.

a. intensity of ethnic identification.

78. The ____ is composed primarily of white-collar workers. a. middle class b. blue-collar class c. aristocracy d. lower class e. working class

a. middle class

96. During which stage of family decision making are children likely to have the strongest influence? a. problem recognition b. evaluation of alternatives c. choice of alternative d. buying and shopping e. post-purchase evaluations

a. problem recognition

61. Ed could not afford a new SUV after losing his job, but he felt like a better person after buying one. This is an example of how, during times of downward mobility, acquisition and consumption can serve to a. protect self-worth. b. help consumers climb in social status. c. understand social fragmentation. d. increase social panic. e. decrease conspicuous waste.

a. protect self-worth.

72. The eastern seaboard a. reflects its roots as the original thirteen colonies. b. is known for its wide-open spaces. c. exhibits a preference for steak. d. is known as the gateway to the Pacific. e. is also known as the "rust belt."

a. reflects its roots as the original thirteen colonies.

36. Many middle-class Americans copy the leisure activities such as golf and tennis of upper classes. This is an example of a. status float. b. class elevation. c. wannabe millionaires. d. the trickle-down effect. e. unrealistic expectations.

a. status float.

63. The rapid spread of cell phones, digital cameras, and the Internet is an example of the value placed on a. technology. b. hedonism. c. symbolic consumption. d. an interactive lifestyle. e. health.

a. technology.

59. All of the following might be reasons for the increase in the middle class in a country except a. the export of jobs. b. a need for professionals. c. an increase in higher education. d. dual-career families. e. foreign trade that makes affordable goods more readily available.

a. the export of jobs.

60. Social class fragmentation occurs due to each of the following factors, EXCEPT a. the shrinking of the middle class. b. upward mobility. c. downward mobility. d. increased availability of the media. e. advances in communication technology.

a. the shrinking of the middle class.

34. The ____ are those who have incomes below the median and have trouble meeting class expectations. a. underprivileged b. underwhelmed c. overwhelmed d. troubled e. inequitable

a. underprivileged

33. What is best known as ____ arises when we do something that is consistent with one value but inconsistent with another. a. value conflict b. reference inconsistency c. belief war d. reconstituted value division e. system disagreement

a. value conflict

47. Regarding work, Americans are a. working harder than ever before. b. not working as hard as before. c. working approximately the same hours as they always have. d. not working as hard but getting higher pay than before. e. working approximately the same hours as they always have but for higher pay.

a. working harder than ever before.

34. Most new products are ____ innovations. a. continuous b. dynamically continuous c. discontinuous d. dynamic e. dynamically discontinuous

a. continuous

61. All of the following are adopter groups except a. early refusers. b. innovators. c. laggards. d. early adopters. e. the late majority.

a. early refusers

56. Dissatisfaction would likely lead to all of the following except a. habitual purchase. b. lost sales. c. negative word of mouth. d. complaints. e. lower profits.

a. habitual purchase

69. Feelings are crucial for products and services that are a. hedonic, symbolic or aesthetic. b. functional. c. durable. d. emergency goods. e. shopping goods.

a. hedonic, symbolic or aesthetic

25. Something that is perceived as new by consumers within a market segment and that has an effect on existing consumption patterns is known as a(n) a. innovation. b. offering. c. good. d. autonomic emblem. e. syncratic emblem.

a. innovation

64. According to prospect theory a. losses are more important to consumers than gains, even if the magnitude of the two is the same. b. gains are more important to consumers even if the two are the same magnitude. c. consumers will spend a lot of time and effort prospecting for a bargain. d. consumers will not accept alternatives with a rating below a minimum cutoff level. e. consumers rarely respond to promotional offers of "12 months to pay with no interest."

a. losses are more important to consumers than gains, even if the magnitude of the two is the same.

53. With a conjunctive model, consumers set up a. minimum cutoffs for each attribute that represent the absolute lowest value they are willing to accept. b. ordinal values that automatically compare attributes with others in memory to determine the highest value. c. absolute values. d. maximum cutoffs for each attribute that represent the absolute highest value they are willing to accept. e. ordinal values that automatically compare attributes with others in memory to determine the lowest value.

a. minimum cutoffs for each attribute that represent the absolute lowest value they are willing to accept.

76. Online search activity is increasing because namely: a. online sources are very convenient. b. online search has low delivery costs. c. offline search is less expensive. d. offline search is less time consuming. e. online sources are merging into main search engines.

a. online sources are very convenient.

60. With the lexicographic model, consumers a. order attributes in terms of importance and compare the options one attribute at a time. b. choose the brand with the greatest number of positive features. c. compare brands by attribute, two at a time. d. immediately reject the brand or service from the consideration set. e. evaluate one brand at a time.

a. order attributes in terms of importance and compare the options one attribute at a time.

36. Trident gum's ads focus on the base rate information that 4 out of 5 dentists recommend Trident. They humorously show what happened to the 5th dentist, such as falling asleep or being bitten by a squirrel to explain why 100% of the dentist are not endorsing Trident. This is an example of a. providing consumers with vivid, base rate information. b. making word-of-mouth information more specific. c. increasing the number of brands available. d. focusing consumer attention on attribute processing. e. encouraging consumers to engage in noncompensatory processing.

a. providing consumers with vivid, base rate information.

75. Consumers can now search online for information from all of the major categories of external searches except a. retail sources. b. media sources. c. interpersonal sources. d. independent sources. e. All of these sources can be accessed online.

a. retail sources. b. media sources. c. interpersonal sources. d. independent sources. e. All of these sources can be accessed online.

57. Advertising can play a central role in influencing performance evaluations by a. setting up expectations of reinforcement. b. increasing the number of source derogations for a brand. c. increasing the processing of positive cognitions about the product. d. aiding in the retrieval of overall brand evaluations for decision making. e. increasing the number of support arguments for a brand.

a. setting up expectations of reinforcement.

37. It is likely that only a small subset of stored information will be recalled at any one time. Thus, all of the following are internal search issues that would be of interest to consumer researchers except a. the length of attention span for marketing communications messages. b. the extent to which consumers might search memory for information about a brand. c. what is recalled. d. the process by which information is recalled. e. the process by which feelings are recalled.

a. the length of attention span for marketing communications messages.

64. Confirmation bias refers to the fact that a. we are more likely to recall information that reinforces rather than contradicts our overall beliefs. b. we only like brands with which we are familiar. c. positive information about a brand is most likely to be recalled. d. negative information about a brand is most likely to be recalled. e. diagnostic information about a brand is most likely to be recalled.

a. we are more likely to recall information that reinforces rather than contradicts our overall beliefs.

47. Brand-based compensatory models are helpful at providing guidance to marketers about all of the following except a. which product or service might be below a cutoff and thus be rejected frequently by customers. b. identifying which alternatives may be chosen. c. which outcomes associated with the product need to be reinforced. d. identifying which alternatives may be rejected. e. which outcomes associated with the product need to be changed.

a. which product or service might be below a cutoff and thus be rejected frequently by customers.

31. Value systems are often in place by age a. 2. b. 10. c. 18. d. 25. e. 35.

b. 10.

34. ____ is the process by which individuals learn the values and behaviors of a new culture. a. Alliteration b. Acculturation c. Shaping d. Valuation e. Instrumentation

b. Acculturation

64. ____ refers to a biological state whereas ____ reflects a person's preference for certain behaviors. a. Androgyny / self-assertion b. Gender / sexual orientation c. Self-assertion / androgyny d. Sexual orientation / sex e. Communality / agentic

b. Gender / sexual orientation

79. ____ is a trait that describes how much people like to think. a. Dogmatism b. Need for cognition c. Need for affect d. Pragmatism e. Internal consistency

b. Need for cognition

35. What is one caveat about advertising to teens through a company website? a. Teens are not likely to use the Internet. b. Teens tend not to be loyal to an individual site unless there is a specific appeal. c. TV is a better medium for reaching teens. d. Teens use the Internet primarily for accessing Facebook and other social networking sites. e. There is no reason to be wary of advertising to teens through a company website.

b. Teens tend not to be loyal to an individual site unless there is a specific appeal.

51. Earned status is a. derived primarily from one's subculture. b. acquired later in life from personal achievements. c. obtained from reference groups gradually through social comparison. d. inherited from one's family. e. derived primarily from one's social class.

b. acquired later in life from personal achievements.

53. Chico's, a retail clothing chain, has grown to more than 600 stores by a. providing trendy clothes to teenagers. b. appealing to younger consumers by stocking denim clothing. c. focusing on sportswear for men. d. specializing in clothing for overweight and tall men. e. specializing in loose-fitting casual clothing for women baby boomers.

b. appealing to younger consumers by stocking denim clothing.

78. High-rise urban districts with affluent consumers are similar in Los Angeles, San Francisco, Chicago, and New York. These consumers eat at similar restaurants, read similar magazines, and have similar political views. This is an example of how, because clusters are ____, consumers in different parts of the country can be grouped together. a. heterogeneous b. based on common characteristics c. statistically different d. regionally distinct e. well organized, especially by PRIZM

b. based on common characteristics

47. Born and bred on TV, Xers tend to a. be quite open to influence by advertising. b. be cynical about obvious marketing techniques. c. find exaggerated claims less objectionable than other generations. d. find ads for unpopular products less objectionable than other generations. e. be more open to stereotypes.

b. be cynical about obvious marketing techniques.

44. At age 28, Bill has a part-time job and lives with his parents. Bill could be considered as one of the a. home stayers. b. boomerang kids. c. home Xers. d. refilled nesters. e. returned Xers.

b. boomerang kids.

34. Teen tastes a. surprisingly change more slowly than the rest of the population. b. can change very rapidly. c. are set by the age of 12. d. vary in six stages. e. are easily influenced by younger children.

b. can change very rapidly.

84. Asian American consumers are more likely to ____ when shopping than the general population. a. patronize discount stores b. check products and prices on the Internet before purchasing c. buy products without considering their value d. respond to multicultural advertising e. have a low degree of computer literacy

b. check products and prices on the Internet before purchasing

72. Tipping in restaurants is less likely to occur in countries where a. masculine values are dominant. b. collectivism is high. c. power distance is low. d. power distance is high. e. uncertainty avoidance is high.

b. collectivism is high.

66. Wealthy individuals may buy houses they never use, pianos they never play, and cars they never drive. This is an example of a. conspicuous consumption. b. conspicuous waste. c. visible acquisition. d. visible consumption. e. upwardly mobile acquisition.

b. conspicuous waste.

75. Clustering techniques are based on the principle that a. external factors can have a big impact on consumer behavior. b. consumers in the same neighborhood tend to buy the same products and services. c. ethnicity exerts a strong influence on the shopping behavior of consumers for products and services. d. culture exerts a strong influence on the shopping behavior of consumers for products and services. e. internal factors can have a big impact on consumer behavior.

b. consumers in the same neighborhood tend to buy the same products and services.

62. During times of downward mobility, ____ can serve the purpose of protecting one's self-worth. a. television advertising b. consumption and acquisition c. disposition d. newspaper advertising e. the selling of symbolic goods

b. consumption and acquisition

75. The meanings of money are learned a. in old age. b. early in childhood. c. late in middle age. d. early in middle age. e. upon retirement.

b. early in childhood.

97. Consumers who have a high level of intensity of ethnic identification are more likely to a. be variety seekers. b. exhibit the consumption patterns of the ethnic group. c. be brand loyal to the brand that they see the most on television. d. have a high level of motivation to seek out consumers in other ethnic groups. e. think ethnically.

b. exhibit the consumption patterns of the ethnic group.

79. A major feature that distinguishes the middle class from other classes is that they a. engage in conspicuous consumption. b. look to the upper class for guidance on certain behaviors. c. engage in compensatory consumption. d. save a lot of their money. e. have a high level of attention for advertising.

b. look to the upper class for guidance on certain behaviors.

102. Regarding advertising, African American consumers are a. less likely to trust a spokesperson from their own ethnic group in an advertisement. b. more likely to pay attention to ads. c. less likely to respond to messages targeted specifically to them. d. more likely to trust brands that are not advertised. e. more likely to buy brands that are not advertised.

b. more likely to pay attention to ads.

35. Social class structures have a strong influence on a. income. b. norms and values. c. which region of the country an individual is from. d. consumer information-processing speed. e. ethnicity.

b. norms and values.

41. Income and social class are a. positively correlated. b. not strongly related to each other. c. negatively correlated. d. related in a U-shaped curve. e. related in an inverted U-shaped curve.

b. not strongly related to each other.

46. The best predictor of social class in Western cultures is a. income. b. occupation. c. one's automobile. d. food consumption. e. advertising viewing.

b. occupation.

23. Consumers in university towns can be clustered into several lifestyle groups, including fraternity row, granolas, graduate couples, and hangers on. This is an example of a description of consumers by a. demographics. b. psychographics. c. SES. d. socioeconomic status. e. physiological spending patterns.

b. psychographics.

105. Mormons are prohibited from consuming liquor, tobacco, and caffeine. Orthodox Jews do not eat pork or seafood, and all meat and poultry they eat must be certified as kosher. These are best thought of as examples of a. regional differences in consumption. b. religious influences on consumption. c. religious influences on acquisition. d. cultural influences on consumer behavior. e. ethnic influences on consumer behavior.

b. religious influences on consumption.

56. For baby boomers, ____ can be used to create a positive nostalgic feeling. a. edgy advertising. b. rock music from the 1950s and 1960s c. swing and big-band music d. bright lights arranged around pictures e. pictures of pre-Depression-era happiness

b. rock music from the 1950s and 1960s

54. In part, health concerns are tied to a. equity. b. self-esteem. c. affluence. d. forgiveness. e. obedience.

b. self-esteem.

25. People of the same age ____, which leads to similar consumption patterns. a. have similar tastes b. share many common symbols and memories c. have similar motivation levels d. have the same attention levels e. are of the same social class

b. share many common symbols and memories

64. Technological changes have been so rapid that there is now a renewed emphasis on a. empathy. b. simplicity. c. hedonism. d. money. e. youth.

b. simplicity.

29. Values are a. superficial. b. so ingrained that most people are not consciously aware of them. c. learned for a short time but then quickly forgotten. d. easily described by individuals who are fully aware of them. e. easily adjusted to fit a situation.

b. so ingrained that most people are not consciously aware of them.

92. Acculturated Hispanic Americans are those who a. speak mostly Spanish but have adopted some regional U.S. customs. b. speak mostly English and have a high level of assimilation. c. can function in either English or Spanish. d. have not adapted but forgotten tradition. e. have consumption patterns that are altered by advertising.

b. speak mostly English and have a high level of assimilation.

73. In food consumption, the Southwest exhibits a stronger regional preference for a. health food. b. spicy food. c. pork barbeque. d. Asian food. e. mild foods.

b. spicy food.

48. When consumers are consistent across indicators of social class income, education, and or occupation, it is called: a. status float b. status crystallization c. inherited status d. earned status e. status homophily

b. status crystallization

55. When consumers are consistent across various dimensions, social class is easy to determine and ____ has occurred. a. status float b. status crystallization c. social freeze d. social uniformity e. class freeze

b. status crystallization

71. A parody display is a(n) a. obvious fraudulent use of status symbols. b. status symbol that moves in a reverse direction. c. overuse of status symbols that results in lost status. d. comical consumption meant to amuse those in a reference group. e. consumption that is conspicuous but private.

b. status symbol that moves in a reverse direction.

69. In Hofstede's categorization, uncertainty avoidance is the extent to which a culture prefers a. values such as assertiveness and success over relationships and quality of life. b. structured rather than unstructured situations. c. sorting out information rather than collecting information. d. giving things away to others rather than purchasing and collecting. e. the individuals rather than the group.

b. structured rather than unstructured situations.

30. The ____ classes of most societies are more similar to each other than to other classes within their own countries. a. working b. upper c. lower middle d. middle e. majority of

b. upper

86. In Northern China, the standard food is noodles; in Southern China, it is rice; in Western China, it is bread and lamb. This is an example of differences in consumer behavior a. across national boundaries. b. within a specific region of the world. c. within the same time zone. d. over time. e. across continents.

b. within a specific region of the world.

48. In the United States, ____ is increasingly valued for its instrumental function in achieving other values. a. leisure b. work c. health d. self-esteem e. gratification

b. work

84. Ads targeting the ____ often focus on local themes and activities such as hunting and fishing. a. lower class b. working class c. middle class d. upper class e. nouveau riche

b. working class

23. In low-effort purchase situations a. consumers search for information to ensure correct choices. b. Consumers may use a multiattribute model to choose between brands. c. consumers are likely to be very brand loyal. d. environmental stimuli such as the ambient scent in a store may result in unconscious decision-making. e. consumers do not satisfice.

b. Consumers may use a multiattribute model to choose between brands.

77. The diffusion of microwave ovens was very slow. Then, diffusion increased dramatically as consumers became more aware and knowledgeable of microwave technology and as more products compatible with microwave technology came onto the market. The diffusion pattern for this product is a. inverted-U shaped. b. S-shaped. c. exponential. d. U-shaped. e. M-shaped.

b. S-shaped

77. Customer retention is a. less important than customer satisfaction. b. a goal for marketers who want to develop long-term relationships with their customers. c. the result of marketing promotions. d. an impossible goal that marketers cannot achieve. e. more important before a sale than after it.

b. a goal for marketers who want to develop long-term relationships with their customers.

35. A continuous innovation is one that has a. new affective tags attached in consumers' minds. b. a limited effect on existing consumption patterns. c. a pronounced effect on our consumption practices. d. the potential to start a new product category. e. old associations but a new name.

b. a limited effect on existing consumption patterns.

42. Zone of acceptance refers to consumers' a. choices of the first acceptable alternative. b. acceptable range of prices for any purchase situation. c. rate of complex feelings of satisfaction. d. rate at which consumers are satisfied with purchases. e. likelihood consumers are satisfied when making a low-effort decision.

b. acceptable range of prices for any purchase situation.

48. In the ____ model, brands are compared by attribute, two at a time. a. dual attribute b. additive difference c. conjunctive d. lexicographic e. elimination-by-aspects

b. additive difference

46. New forms of dance, new types of music, new clothing styles, and new types of food would all qualify as ____ innovations. a. functional b. aesthetic c. discontinuous d. attribute-based e. serial

b. aesthetic

48. A consumer says "I like the brand, so I bought it." This could best be described as a(n) ____ tactic. a. conjunctive b. affect c. normative d. variety-seeking e. performance

b. affect

72. Imagery plays a key role in ____ decision making. a. cognitive b. affective c. disjointive d. attributive e. additive

b. affective

26. In consumer judgment, starting with an initial evaluation and adjusting it with additional information is known as a. the judgment of goodness and badness. b. an anchoring and adjustment process. c. the assessment process. d. belief strength. e. an estimation of likelihood.

b. an anchoring and adjustment process

27. A consumer sees an ad for a Nissan Altima. If the consumer's prior evaluation of the Nissan name is positive, additional information about the car obtained from the ad can then be used to adjust this initial value either upward or downward. This is an example of a. judgment of goodness and badness. b. an anchoring and adjustment process. c. the assessment process. d. belief strength. e. an estimation of likelihood.

b. an anchoring and adjustment process.

45. Hedonic innovations are new products, services, or ideas that a. offer benefits in product performance over existing alternatives. b. appeal to our pleasure-seeking and/or sensory needs. c. have new social meaning. d. are only incremental improvements. e. usually spawn other innovations and product forms.

b. appeal to our pleasure seeking and or sensory needs.

65. In one study, eye-catching displays increased sales of frozen dinners by 245 percent, laundry detergent by 207 percent, and salty snacks by 172 percent. This is best thought of as an example of marketers attempting to a. shape buyers' habits. b. capture the habitual buyer's attention. c. reinforce purchasing behavior. d. punish incorrect purchasing behavior. e. utilize the strength of brand associations to promote products.

b. capture the habitual buyer's attention.

88. Warmth of food is associated with freshness in Chinese culture. In this culture, a marketer of cold pizza would face difficulties because of problems due to the lack of a. adoption speed of the innovation. b. compatibility with existing consumer values, norms, and behavior. c. simplicity of the innovation so that consumers can easily make a first trial. d. fungibility of the innovation. e. socioeconomic status associated with this type of product or service.

b. compatibility with existing consumer values, norms, and behavior.

43. Nancy wants to make a decision about a new car quickly. She first dismisses any model that does not have four-wheel drive. This is an example of a(n) ____ model. a. disjunctive b. conjunctive c. multiattribute d. compensatory e. intractable

b. conjunctive

52. All of the following issues regarding a particular innovation might be of great interest to marketers except a. whether consumers will adopt the innovation. b. consumer information processing speed. c. whether consumers will resist the innovation. d. how consumers will adopt the product. e. when, in relation to others, a consumer buys the innovation.

b. consumer information processing speed

36. 3M has introduced a new sponge that has an antimicrobial polymer designed to kill bacteria and germs and reduce the odors associated with wet sponges. This is best thought of as an example of a a. cannibalization product. b. continuous innovation. c. dynamically continuous innovation. d. discontinuous innovation. e. hedonically schematic innovation.

b. continuous innovation

21. Judgments are a(n) ____ the decision-making process. a. major outcome of b. critical input into c. minor outcome of d. affective component of e. estimate of the likelihood of

b. critical input into

24. Innovations are a. created only out of a sense of public service. b. critical to sales and future growth. c. only important for services. d. only important for products. e. important primarily when the economy is expanding.

b. critical to sales and future growth

83. Some products like film projectors and black-and-white televisions are in the ____ stage of the product life cycle. a. growth b. decline c. introduction d. birth e. maturity

b. decline

18. When consumers make a judgment about a soft drink such as Coca-Cola or Pepsi Cola, they will likely a. utilize high-elaboration processing. b. employ "rules of thumb." c. utilize high levels of cognitive processing. d. utilize high levels of affective processing. e. examine choices by attribute.

b. employ "rules of thumb"

44. Comparative advertising can help underdogs by a. disrupting the message of the top dog. b. facilitating comparisons with the market leader. c. facilitating new schemas about the product category. d. blocking the evidence. e. decreasing motivation to learn.

b. facilitating comparisons with the market leader

76. With an S-shaped diffusion curve, products a. spread through the market relatively rapidly at first but then slow down. b. first spread through the market relatively slowly. c. decline and then rise before finally declining. d. exhibit only satisfactory performance. e. spread at a much more rapid pace than they do with M-shaped curves.

b. first spread through the market relatively slowly.

63. By convincing consumers that they should not accept a lower level on an important attribute, competitors can be rejected from consideration. This is best thought of as an example of marketers a. decreasing the importance of an attribute. b. getting customers to switch from a compensatory to a noncompensatory strategy. c. increasing the importance of overall brand evaluation so that consumers will choose their brand. d. increasing the memorability of the brand image. e. getting consumers to choose an additive difference model.

b. getting customers to switch from a compensatory to a noncompensatory strategy.

79. Disposition refers to a. consumers' moods while shopping. b. getting rid of products once their useful function is over. c. using products after acquisition. d. acquiring products to improve one's mood. e. None of these choices are correct.

b. getting rid of products once their useful function is over.

72. Sophie is very brand loyal to Duracell batteries. She needs new batteries for her digital camera and she is leaving for a vacation the next day. When she goes to a local discount store to purchase batteries, the Duracell batteries she needs are out of stock. Sophie will probably a. buy Energizer batteries as they are probably just as good. b. go to another store to buy Duracell batteries. c. fill out a rain check form to get Duracell batteries in 2 weeks. d. write a letter to the parent company of the store. e. go to Duracell's website and file a complaint.

b. go to another store to buy Duracell batteries.

34. A major contributing factor to the ____ of low-effort decision making by consumers is the relative unimportance of these decisions. a. vividness b. high frequency c. high elaboration d. cognitive nature e. greater availability

b. high frequency

53. Fred felt a high level of satisfaction with his new computer right after purchase, but his satisfaction steadily declined over time. He is most likely what is known as a ____ consumer. a. highly affective b. high-involvement c. low-involvement d. high need for cognition e. low need for cognition

b. high-involvement.

61. The elimination-by-aspects model is similar to the lexicographic model except that it a. includes only positive information. b. incorporates the notion of an acceptable cutoff. c. includes only negative information. d. incorporates overall evaluations. e. eliminates brand associations.

b. incorporates the notion of an acceptable cutoff.

83. Insurance purchases, which require consumers to meet with different agents to collect information about individual policies, are best thought of as an example of a. subjective knowledge affecting the ability to process information. b. information format affecting the opportunity to process information. c. the objective knowledge affecting the ability to process information. d. perceived risk affecting involvement. e. objective criteria affecting the perception of brands.

b. information format affecting the opportunity to process information.

58. Low-effort hierarchy of effects occurs when the new product a. is high priced but less interesting to the consumer. b. involves less risk, and fewer people are involved. c. involves central route processing. d. takes a long time to be adopted but is suddenly rapidly adopted by everyone. e. takes a short time to be adopted but is only adopted by half the consumers.

b. involves less risk, and fewer people are involved

40. ____ is (are) advantageous to top dogs because consumers will simply confirm existing beliefs and expectations. a. Avoidance biases b. Limitations to learning c. Advertising d. Bad product experiences e. Ambiguity biases

b. limitations to learning

54. Ying was really frustrated with laundry detergent at first, but she came to be really satisfied with it over time. Most likely Ying was a ____ consumer. a. highly affective b. high-involvement c. low-involvement d. high need for cognition e. low need for cognition

b. low-involvement

19. In their advertising, Lexus stressed several key features, including the quality of construction, the smoothness of ride, and the high performance of the navigation. These features are important in how consumers think about the quality of and how much they like the car. In other words, these consumers are a. making consumer appraisals. b. making judgments. c. retrieving information from short-term memory. d. retrieving information from long-term memory. e. making a decision.

b. making judgments

21. Consumers ____ their acquisition, consumption, or disposition decisions. a. are rarely able to process information about b. may express dissonance or regret over c. are always able to process information about d. are almost always satisfied with e. are closed to expectations after

b. may express dissonance or regret over

45. TORA is an example of a(n) a. decision calculus model. b. multiattribute model. c. associative model. d. judgment model. e. low-elaboration model.

b. multiattribute model

62. AT&T advertises that it provides the highest quality phone service. In recent years, however, their phone service has gone dead for large blocks of consumers on a number of occasions. This is an example of a. positive disconfirmation. b. negative disconfirmation. c. subjective unexpected outcome. d. a disconfirmatory subjunctive experience. e. objective unexpected outcome.

b. negative disconfirmation

36. For marketers, the teen years are important. ____ is (are) established at this time. a. Occupations b. Housing and automobile purchasing patterns c. Income d. Brand loyalties e. Price sensitivity

d. Brand loyalties

70. Amy enjoyed fine wine. She subscribed to Wine Spectator magazine, attended wine tastings, and visited wineries. In terms of external information search, Amy was engaged in a. prepurchase search. b. ongoing search. c. situational search. d. enduring search. e. inebriated search.

b. ongoing search

60. If you are in the market to buy a new computer and suddenly see an ad for a particular brand, you will probably determine whether you like the brand at the time you see the ad. This is known as a. goal-oriented processing. b. online processing. c. determinative cognitions. d. determinative processing. e. goal-oriented cognitions.

b. online processing

38. Consumers are likely to recall ____ when they engage in internal search. a. primarily information encoded when in a positive mood b. only a small subset of stored information c. primarily information encoded when in a negative mood d. most information stored in memory e. primarily information from unrelated schemas

b. only a small subset of stored information

30. A calculator with a special chip that allows faster calculations is an innovation a. only if it processes a certain degree faster than the previous generation of chip. b. only if it is perceived so by consumers. c. regardless of the impressions of others. d. only if it has a brand image. e. for those who have bought the product but not for others.

b. only if I is perceived so by consumers

58. An advertisement for "Bounty, the quicker picker-upper," is an example of a marketing strategy appealing to consumers' use of ____ tactics. a. subjunctive b. performance c. normative d. variety-seeking e. conjunctive

b. performance

61. A negative disconfirmation is when a. expectations are lower than expected. b. performance is worse than expected. c. retrieval is low. d. there is a negative confirmation bias. e. there is a positive confirmation bias.

b. performance is worse than expected

56. The difference between a conjunctive and a disjunctive model is that a disjunctive model puts the weight on a. negative information. b. positive information. c. attribute information. d. evaluations. e. schemas and their associations.

b. positive information

50. Judy wears a new pair of shoes and gets several compliments about them from her friends. In operant conditioning terms, this would be considered a. a conditioned stimulus. b. positive reinforcement. c. affect referral. d. punishment. e. conditional approval.

b. positive reinforcement

54. A consumer may have a bad experience with a product or service and decide not to purchase it again. In operant conditioning terms, this is known as a. negative evaluation. b. punishment. c. a negative affective reaction. d. non-repurchase. e. a null response.

b. punishment

26. After Ned bought an IBM desktop computer, he felt uneasy and sought out information from magazines and friends that was favorable to IBM and unfavorable to Compaq or Apple. Ned was probably trying to a. increase brand awareness for IBM. b. reduce dissonance. c. decrease brand awareness for the other brands. d. increase brand knowledge for that product category. e. increase his involvement in processing information about other brands.

b. reduce dissonance

17. When MAO to process is low, consumers use heuristics to a. increase attention to the decision-making process. b. reduce the effort at making a judgment. c. increase cognitive processing. d. increase affective processing. e. reduce the choice process to a lexicographic process.

b. reduce the effort at making a judgment.

69. To identify the truly brand-loyal customer, ____ must be measured. a. repeat purchase behavior b. repeat purchase behavior and preference c. preference d. brand association retrieval e. brand association retrieval and preference

b. repeat purchase behavior and preference

30. All of the following are basic stages in hypothesis testing except a. hypothesis generation. b. repetition of evidence. c. integration of evidence. d. exposure to evidence. e. encoding of evidence.

b. repetition of evidenence.

26. Movies downloaded from the Internet can be considered an innovation of a(n) a. idea. b. service. c. good. d. packaging. e. function.

b. service

68. According to attribution theory, the following factor(s) influence attributions of causality. a. Accessibility b. Stability, focus, and controllability c. Effect size and strength d. Formal evaluations, feelings, cognitions, and behaviors e. Effect size, strength, and formal evaluations

b. stability, focus, and controllability

71. Innovators a. have little social influence. b. tend to be opinion leaders. c. tend to be followers. d. have a need for the instruction of others. e. tend to be dependent.

b. tend to be opinion leaders

77. ____ can lead to affect generation through brand familiarity. a. The brand familiarity effect b. The mere exposure effect c. Schema processing d. High-exposure processing e. Operant conditioning

b. the mere exposure effect

62. Innovators are a. early refusers. b. the smallest group of innovation adopters. c. laggards. d. skeptical. e. the late majority.

b. the smallest group of innovation adopters

67. Some have criticized the five-category scheme of adopter groups because it assumes that a. people are rational individuals. b. there are the same five categories for every innovation. c. people can recall a lot of information. d. people are cognitive misers. e. the number of consumers who adopt an innovation form an S-shaped curve.

b. there are the same five categories for every innovation

72. For equity to occur, the buyer must perceive that a. the product or service meets expectations. b. there is a fairness in the exchange. c. the objective cause of the marketer-related problem is equivalent to the subjective cause. d. the locus of control of the problem is with the customer. e. there is at least a mildly positive evaluation of the product.

b. there is a fairness in the exchange.

60. Features in retail stores that are designed to better meet the needs of mature consumers might include all of the following except a. easier-to-read labels. b. comfortable seating throughout the store. c. Web site services at every restaurant and coffeehouse. d. well-lighted parking lots. e. shelving arranged so customers do not have to bend over.

c. Web site services at every restaurant and coffeehouse.

43. All of the following statements of the relationship between brand recall and choice are true except a. there is a strong relationship between brand recall and choice. b. there is a strong inverted U-shaped relationship between brand recall and choice. c. the relationship between brand recall and choice is positive. d. brands that are recalled are more likely to be chosen. e. consumers' choices could be altered simply by manipulating recall, even when brand preferences were unchanged.

b. there is a strong inverted U-shaped relationship between brand recall and choice.

81. Two types of disposition of shared possessions have been identified: disposition ____ and ____. a. of products / services b. to break free / hold on c. to complain / repurchase d. for brand loyalty / repeat purchase e. for symbolism / hedonism

b. to break free / hold on

35. Kimberly's knowledge of candy was high, and she knew what she liked. Thus, regarding consumer learning, she would be a. unlikely to be closed to new ideas or experiences. b. unlikely to generate new hypotheses. c. more likely to experience products vicariously. d. unable to process older information. e. unable to process newer information.

b. unlikely to generate new hypotheses

50. Most of the research on satisfaction and dissatisfaction has focused on products and services for which the consumer can make an evaluation in terms of a. schematic properties. b. utilitarian and hedonic dimensions. c. hedonic dimensions. d. utilitarian dimensions. e. brand associations.

b. utilitarian and hedonic dimensions

65. Sometimes we can recall moderately contradictory information because a. it is irritating. b. we elaborate on it as we attempt to understand it. c. there are more associations attached to it. d. this information is better organized. e. this information is processed under low MAO.

b. we elaborate on it as we attempt to understand it.

93. ____ Hispanic Americans are those who can function in either English or Spanish. a. Southern b. Acculturated c. Bicultural d. Traditional e. European

c. Bicultural

65. ____ is the term used when individuals make up for deficiencies such as lack of social contact or depression with food consumption. a. Binging b. Bulimia c. Compensatory eating d. Gorging e. Feasting

c. Compensatory eating

90. At the present, the majority of the U.S. population can trace its ancestry back to a. Oceana. b. Africa. c. Europe. d. Latin America. e. Asia.

c. Europe.

40. Individuals who were born between 1965 and 1979 have commonly been referred to as a. the baby boomer generation. b. the savvy skidders. c. Generation X. d. Generation Z. e. Tweens

c. Generation X.

28. Which of the statements about Generation Y's shopping behavior is not true? a. Teens tend to shop more on weekends. b. Friends are a major source of information about products. c. Males tend to shop more than females. d. A major shopping motive for teens is socializing. e. Teens now shop more for themselves than previous generations.

c. Males tend to shop more than females.

76. Systems such as ____ group areas and neighborhoods into more precise clusters based on similarities in demographic and consumption characteristics. a. America Online b. JAZZ c. PRIZM NE d. CompuServe e. JAVA

c. PRIZM NE

45. Boomerang kids are a. Xers who have reverted to jobs that their parents would not consider doing. b. parents who are living with their children and thus have more discretionary income. c. Xers who live with their parents. d. baby boomers who have plateaued and even taken a U-turn in their career paths. e. children of the high-discretionary income group who have rebelled but have then returned to the nest.

c. Xers who live with their parents.

67. Today, conspicuous consumption is a. restricted to the upper classes. b. primarily a middle-class phenomenon, displaying traditional class nervousness. c. a behavior in which all classes are motivated to engage. d. restricted to the lower classes. e. not often seen in the United States.

c. a behavior in which all classes are motivated to engage.

81. A consumer's lifestyle is represented by is his/her AIOs. AIO stand for a. attitudes, introspection and options. b. alternatives, individualism and oneness. c. activities, interests and opinions. d. actions, ideology, and oppositions. e. The acronym AIO does not stand for anything.

c. activities, interests and opinions.

47. The CSI is a(n) a. directory of Who's Who in the United States. b. index of income predictors. c. assessment of consumers'' education, occupation, area of residence and income. d. registry of subcultures. e. published list of educational institutions and rankings.

c. assessment of consumers'' education, occupation, area of residence and income.

90. A(n) ____ decision is when it is equally likely that either the husband or wife makes the decision, but not both of them. a. synergistic b. spousal-dominant c. autonomic d. co-habitual e. syncratic

c. autonomic

48. The largest demographic group in the United States is known as the a. Generation Xers. b. Golden Ponders. c. baby boomers. d. savvy skidders. e. demographic boomers.

c. baby boomers.

42. How does Mountain Dew attempt to reach Xers? a. with creative TV ads that air during major sporting events such as the Super Bowl and World Series b. by continually updating its website with content of interest to Xers c. by sponsoring extreme sporting events and teams d. by using heavy metal music in its ads e. by posting videos on Facebook and MySpace

c. by sponsoring extreme sporting events and teams

91. Harriet always jointly worked with her husband to determine the purchases for their family. This is an example of a(n) a. syncratic decision. b. wife-dominant decision. c. co-habitual decision. d. autonomic decision. e. synergistic decision.

c. co-habitual decision.

87. In Thailand, northern consumers, particularly near the Cambodian and Burmese borders, differ in their food preferences from consumers who live in the central plains, including Bangkok, and those in the southern regions on the seacoast. This is best thought of as an example of how a. repeat purchasing is affected by the level of cognition. b. disposal patterns are affected by income level. c. consumption patterns are affected by the region of a country. d. attention to acquisition is affected by distribution. e. ethnicity impacts motivation to process information.

c. consumption patterns are affected by the region of a country.

95. In which type of household are children likely to influence family decision making the most? a. authoritarian and democratic b. permissive and neglectful c. democratic and permissive d. traditional and conservative e. those where parents place restrictions on TV watching

c. democratic and permissive

24. Psychographics refers to the a. social influences on consumers. b. description of consumers on the basis of their reference group. c. description of consumers on the basis of their psychological characteristics. d. description of consumers on the basis of their ethnicity or region of the country. e. demographic influences on consumers.

c. description of consumers on the basis of their psychological characteristics.

69. All of the following external factors could influence the tastes of a particular subculture except a. ethnicity. b. culture. c. elaboration level. d. region. e. reference group.

c. elaboration level.

54. Researchers have identified five subgroups of baby boomers based on a. lifestyles. b. amount spent on consumer products. c. five-year periods. d. ethnicity. e. political affiliation.

c. five-year periods.

70. Tejano music, an accordion-based style of polka that originated in the Rio Grande valley in the late 1800s, is very popular with Hispanic consumers in the Southwest and in California. All of the following are external factors that could influence these tastes except a. ethnicity. b. culture. c. gender. d. region. e. reference group.

c. gender.

36. Freedom is a value that permeates much of modern American life. We believe in freedom of speech, freedom to worship, and freedom to raise children as we wish. Thus, freedom is an example of a(n) a. attitude. b. evaluation. c. global value. d. terminal value. e. instrumental value.

c. global value.

59. Individuals in the gray market a. are more spendthrift than other generations. b. think of themselves as being 20 years younger. c. have more difficulty making more complex decisions. d. are better at processing lots of information. e. are more likely to search for information.

c. have more difficulty making more complex decisions.

49. The revolution in social attitudes by the baby boomers led to the rise of a. family values. b. civic participation. c. individualism. d. economic prosperity. e. religious faith.

c. individualism.

42. Social class tends to be a better predictor of consumption than income when a. income is high. b. income is low. c. it reflects lifestyles and values. d. it involves large monetary expenditures. e. there is a large middle class and very small upper or lower classes.

c. it reflects lifestyles and values.

81. In Kodak magazine ads, pictures of children of many different ethnic groups and cultural backgrounds are shown posing together. This is an example of a. acculturation marketing. b. ethnocentric marketing. c. multicultural marketing. d. subcultural marketing. e. ethnographic marketing.

c. multicultural marketing.

39. When using a ____ model, consumers choose the brand that has the greatest number of positive features relative to the negative features. a. attribute b. classification c. compensatory d. noncompensatory e. brand

c. compensatory

31. Bob and Jane both earn good salaries in their blue-collar jobs. Together they earn a comfortable six-figure salary which allows them to buy many of the latest toys and equipment that their friends must do without. In consumer behavior, they would be classified as the ____ in their social class. a. overwhelmed b. underwhelmed c. overprivileged d. exemplars e. prototypes

c. overprivileged

72. A fraudulent symbol represents a(n) a. obvious illegal use of status symbols. b. status symbol that moves in a reverse direction. c. overuse of status symbols that results in lost status. d. comical consumption meant to amuse those in a reference group. e. consumption that is conspicuous but private.

c. overuse of status symbols that results in lost status.

70. In Hofstede's cultural categorization, the degree to which a society is relatively equal or unequal in terms of status is known as a. masculinity versus femininity. b. uncertainty avoidance. c. power distance. d. cohesion. e. individuality versus collectivism.

c. power distance.

98. General Mills recently introduced a new cereal called Bunuelitos specifically for Hispanic consumers. This is best thought of as an example of a. marketing communications that are targeted to the Hispanic consumer. b. an appeal to the husband-dominated decision making of the Hispanic consumer. c. product development to satisfy the needs of the Hispanic consumer. d. a brand name that will increase central-route processing of Hispanic consumers. e. an appeal to the wife-dominated decision making of the Hispanic consumer.

c. product development to satisfy the needs of the Hispanic consumer.

73. Consumers who value ____ are more likely to buy gifts, send cards, and make long-distance phone calls. a. aggressiveness b. hedonism c. relationships d. accomplishments e. freedom

c. relationships

79. The primary benefit of clusters is that they allow marketers to a. raise the ability of consumers to process information. b. change the decision-making processes of consumers. c. segment and target consumers more effectively. d. reach a wider area of consumers by advertising. e. encourage the peripheral processing of marketing communications.

c. segment and target consumers more effectively.

52. Inherited status is important primarily because it a. assures a certain income and occupation during the life of an individual. b. determines the region of the country within which an individual will reside. c. serves as an anchor point from which values are learned. d. means that an individual may be located on certain historical social lists. e. determines the city within which an individual will reside.

c. serves as an anchor point from which values are learned.

26. The early wave of baby boomers grew up in the most prosperous time in the history of the United States, and possibly of any country at any time. They also went through a divisive war and a collective disillusionment. This is an example of how people of the same age ____, which leads to similar consumption patterns. a. have similar tastes b. have similar motivation levels c. share many common symbols and memories d. have the same attention levels e. are of the same social class

c. share many common symbols and memories

44. The materialistic acquisition of possessions may be instrumental in achieving the higher order value of a. loving. b. forgiving. c. social recognition. d. equality. e. inner harmony.

c. social recognition.

61. The popularity of hybrid cars could be thought of as an increase in the value of a. symbolism. b. hedonism. c. the environment. d. speed. e. self-aggrandizement.

c. the environment.

65. All of the following are examples of changes in values in the United States except a. a move toward casualness in living. b. a more liberal sexual attitude. c. the graying of the baby boomers. d. a greater sophistication in behavior. e. a change in sex roles.

c. the graying of the baby boomers.

76. A key concept of the phenomenological approach is ____, or people's interpretations of why specific things happen. a. timing b. the cognitive pathway c. the locus of control d. the nodal framework e. the schematic grid

c. the locus of control

88. The family life cycle depends on a. the generation in which the parents are born. b. whether the children are in the growth or decline stages. c. the number of parents present, and the age and number of children living at home. d. the socioeconomic status of the children. e. the social class of the children.

c. the number of parents present, and the age and number of children living at home.

55. The increasing value placed on health in the United States might likely lead to all of the following except a. low-fat cuisine. b. health clubs. c. time-saving devices. d. dieting services. e. healthy cuisine.

c. time-saving devices.

37. The ____ refers to imitation of the upper class by those below them. a. Status Flow Axiom b. demonstrative trend c. trickle-down effect d. Weber's Law of Social Influence e. status float

c. trickle-down effect

56. Lower or middle-class individuals can take advantage of educational opportunities, particularly a college education, to facilitate entry into higher-status occupations. This is best known as a. status float. b. social liquidity. c. upward mobility. d. class liquidity. e. status climb.

c. upward mobility.

80. Middle-class consumers in the U.S. and Mexico are likely to spend their income on all of the following except a. cars. b. clothing. c. vacations. d. household goods. e. expensive art objects.

c. vacations.

49. Perhaps because Americans are working more, they tend to ____. As a result, they will pay for housecleaning and errand services to free up non-work time. a. value money more than leisure time b. place more value on household work c. value leisure time as much as they value money d. be willing to put more time in at work to earn more money e. highly value work and the gratification that can come from it

c. value leisure time as much as they value money

30. Our ____ is our total set of values and their relative importance. a. belief network b. psychonetwork c. value system d. world reference e. belief reference

c. value system

28. A commercial for the Nissan Altima contains two pieces of information: it is similar in style to a Jaguar but costs much less. Which of the following is true? a. The order of information processing does not matter because consumers are unable to process two contradictory pieces of information to form a judgment. b. If an initial judgment is formed based on the style information, a lower judgment of quality is likely. c. If an initial judgment is formed based on the price information, a lower judgment of quality is likely. d. Both pieces of information will result in a low judgment of quality, regardless of the order of processing. e. Both pieces of information will result in a high judgment of quality, regardless of the order of processing.

c. If an initial judgment is formed based on the price information, a lower judgment of quality is likely.

84. ____ are the sequential steps in the external search process. a. Acquisition, consumption, and disposal b. Encoding and retrieval c. Orientation, evaluation, and verification d. Retrieval and encoding e. Search and decision

c. Orientation, evaluation, and verification

63. ____ can help to explain satisfaction or dissatisfaction judgments independent of disconfirmation. a. Reinforcement b. Positive expectations c. Post-decision feelings d. Negative expectations e. Subjective judgments

c. Post-decision feelings

75. Every three weeks Coca Cola products go on sale at 30% off the regular price. How is this likely to affect consumers' perceptions? a. They will infer that Coca Cola is inferior to Pepsi. b. They will infer that Coca Cola is a superior brand to store brands. c. They will begin to believe that the sale price is the regular price and not buy Coca Cola unless it is on sale. d. They will consider brand switching. e. It will have no effect on consumers' perceptions.

c. They will begin to believe that the sale price is the regular price and not buy Coca Cola unless it is on sale.

22. Post-decision dissonance is a. an interesting association related to the product formed after acquisition. b. an interesting association related to the product formed after disposition. c. a feeling of anxiety over whether the correct decision was made. d. the SEVA emotions elicited after acquisition. e. impulsiveness.

c. a feeling of anxiety over whether the correct decision was made.

91. Which of the following characteristics of a social system could result in the slowing of an innovation's diffusion? a. a high degree of modernity b. a high degree of homophily c. a high degree of physical distance between members d. the existence of opinion leaders e. a low degree of physical distance between members

c. a high degree of physical distance between members

28. Suppose you purchased an automobile that was a lemon. It required constant repair. This experience may still color your judgment of the quality of the brand even though the brand has few breakdowns today. This is an example of how ____ is more likely to be recalled and thus, influence judgments. a. representative knowledge b. base-rate information c. accessible information d. attribute-based linkage e. affective habit

c. accessible information

70. Consumers often base decisions on how they think they will feel in the future. This is called a. prospect theory. b. appraisal theory. c. affective forecasting. d. cognitive forecasting. e. emotional predilection.

c. affective forecasting

71. It is December and Barb is planning ahead for her summer vacation. She is basing her decisions on how she will feel next summer. This is an example of a. prospect theory. b. appraisal theory. c. affective forecasting. d. cognitive forecasting. e. emotional predilection.

c. affective forecasting

36. Thad cared little about whether he bought Bingo or Bango detergent. Both brands seemed almost exactly the same, and there was little information to distinguish the two. His problem is most likely a. lack of a schema. b. lack of ability. c. ambiguity of information. d. dissatisfaction. e. dissonance.

c. ambiguity of information

44. In order to maximize the chance of being considered when consumers engage in internal search, marketers want to position their brands a. as far away from the prototype as possible. b. to maximize preference dispersion. c. as close to the category prototype as possible. d. at the beginning or the end of a consideration set. e. near the end, but not last.

c. as close to the category prototype as possible

30. One study demonstrated that consumers who were given case history scenarios of refrigerator breakdown provided 30 percent higher estimates of breakdown than those who were given actual statistics about the incidence of breakdown. This is an example of how the ____ can bias judgment. a. accessibility model b. attribute recall heuristic c. availability heuristic d. judgment-encoding process model e. cognition-recall process model

c. availability heuristic

32. Focusing consumers' attention on certain attributes is a good way to increase the probability that judgments of their products and services are a. evaluated by a noncompensatory process. b. evaluated by a peripheral-route process. c. being anchored by a positive initial value. d. subject to the sleeper effect. e. judged by cutoff values.

c. being anchored by a positive initial value.

49. With the additive difference model, a. judgments are made on the basis of schema-consistent information. b. consumers choose the brand with the greatest number of positive features. c. brands are compared by attribute, two at a time. d. negative information leads to the immediate rejection of the brand or service from the consideration set. e. consumers evaluate one brand at a time.

c. brands are compared by attribute, two at a time.

28. Graduating from college, getting a job, or getting married can change the possessions that we desire to have. This can be best thought of as an example of a. how age changes our information processing. b. a periodic and random transformation of our purchases over time. c. changes in our personal circumstances influencing the ideal state. d. external information search transformed by changing beliefs. e. the problem recognition process as influenced by marketer-driven factors over time.

c. changes in our personal circumstances influencing the ideal state.

24. When MAO is low, individuals are motivated to be a. affectively involved. b. cognitively involved. c. cognitive simplifiers. d. makers of whole evaluations. e. evaluators of products by single attributes.

c. cognitive simplifiers

40. For some U.S. consumers, a negative feature of Japanese products is that these products are foreign. However, this shortcoming can be overcome if they are rated highly on other aspects, such as reliability and price. This is an example of a(n) ____ model of decision making. a. attribute b. classification c. compensatory d. noncompensatory e. brand

c. compensatory

43. Caroline realized she needed gas but she did not care much about where she fills up, as long as it is the cheapest per gallon. Caroline, here is a a. market maven. b. price purveyor. c. deal-prone consumer. d. high-effort decision maker. e. price perception consumer.

c. deal-prone consumer.

53. In order to gain a competitive advantage for a product or a service, marketers need to identify when attributes are a. peripheral. b. ideal. c. diagnostic. d. actual. e. subliminal.

c. diagnostic

57. The ____ model is similar to the conjunctive model except that the weight is on positive information. a. conjunctive b. cutoff c. disjunctive d. minimal value e. base line

c. disjunctive

38. E-mail is a ____ because it changes the way we sent documents to other people, which is a pronounced effect on consumption practices that were previously used. a. cannibalization product b. continuous innovation c. dynamically continuous innovation d. discontinuous innovation e. hedonically schematic innovation

c. dynamically continuous innovation

57. Within the disconfirmation paradigm, ____ are desired product and service outcomes and include "pre-consumption beliefs about overall performance or the levels or attributes possessed by a product (service)." a. purchases b. cognitions c. expectations d. performances e. confirmations

c. expectations

61. Recall of ____ involves the recall of information from autobiographical memory. a. attributes b. ordinal information c. experiences d. chunks e. consideration sets

c. experiences

21. Amber is buying music on iTunes. Her likely hierarchy of effects is a. impulse purchasing. b. behaving-thinking-feeling. c. feeling-behaving-thinking. d. behaving-feeling-thinking. e. thinking-feeling-behaving.

c. feeling-behaving-thinking

70. Price-related tactics are more likely to be employed when there are a. big differences in quality between brands and a weak price-quality relationship. b. strongly established brand images. c. few perceived differences among brands. d. a few brands with strong brand loyalty established among consumers. e. many habitual buyers in the market.

c. few perceived differences among brands.

64. The difference between the disconfirmation paradigm and the learning process is that in the disconfirmation paradigm, satisfaction and dissatisfaction are based on a. affective considerations. b. expectations. c. formal evaluation and feelings. d. performance. e. confirmation rather than disconfirmation.

c. formal evaluation and feelings

44. Most low-effort decisions are made a. with considerable effort. b. with a high level of cognition but a low level of affect. c. frequently and repeatedly over time. d. to choose the best possible selection. e. occasionally but with considerable expense.

c. frequently and repeatedly over time

31. Suppose a consumer is watching TV and sees an exciting ad for a new Meg Ryan movie. She also fondly remembers previous Meg Ryan movies, such as Hanging Up or You've Got Mail. Based on these sources of information, she ____ about the quality of the movie ("It must be great"). a. generates evidence b. creates affect c. generates a hypothesis d. creates evidence e. creates counterarguments

c. generates a hypothesis

38. Ryan likes expensive dark beer and often buys a six pack for his personal quaffing pleasure. However, when he invites his friends over for beers, he usually buys an inexpensive brand. This is an example of a. a consumer using a compensatory model. b. a consumer using a noncompensatory model. c. goals affecting criteria that drive a consumer's choice. d. the inability to buy more expensive beer. e. the inopportunity to buy more expensive beer.

c. goals affecting criteria that drive a consumer's choice.

59. ____ can be characterized by little or no processing. a. Performance processing b. Attribute-based decisions c. Habit d. Emotional processing e. Noncompensatory decisions

c. habit

19. Representativeness and availability are two major types of a. compensatory processes. b. noncompensatory processes. c. heuristics. d. evaluations. e. emotional processing.

c. heuristics

35. ____ refers to the progression of thinking, feeling, and doing during consumers' decision making. a. Satisficing b. Progressive system c. Hierarchy of effects d. Flowing structure e. Sequential system

c. hierarchy of effects

39. Kimberly thought about buying a book. When she went into the bookstore, a cover attracted her eye and she wanted to purchase the book. She grabbed it and went to the cashier. It was only after she began to read the book that she began forming an attitude about it. This is best known as the a. progression theory. b. cognitive primacy model. c. hierarchy of effects. d. TFD model. e. central processing theory.

c. hierarchy of effects

48. Research has shown that grocery shoppers can remember whether something was expensive or the general size of the package, but they cannot remember numbers. This is an example of the fact that when consumers recall attribute information, it tends to be a. broad but limited in the number of brands. b. specific to one product category. c. in summary or simplified form. d. in detail. e. only for consumers who have encoded the information under low MAO.

c. in summary of simplified form

78. All of the following are strategies for customer retention except a. caring about your customers. b. remembering your customers between sales. c. increasing advertising to reach your target market. d. building trusting relationships with your customers. e. monitoring the service-delivery process.

c. increasing advertising to reach your target market.

66. In buying a house, very vivid or salient information, such as selling price, carpet, and the number of bathrooms, might ____ other important information, thus biasing judgment because important information will be ignored. a. increase need for cognition to increase the processing of b. increase the processing speed of c. inhibit the recall of d. decrease the motivation to process e. increase the structuring of information for

c. inhibit the recall of

68. All of the variables that influence the recall of certain attributes can lead to the ____ for other diagnostic attributes due to limitations in consumers' processing capacity. a. increased motivation in processing b. increased attention c. inhibition of recall d. decreased motivation in processing e. increased structuring of information

c. inhibition of recall

74. Regarding price changes, consumers tend to be a. relatively insensitive to any price change. b. equally responsive to price increases and to price decreases. c. more responsive to price decreases than to price increases. d. only responsive to price changes when elaboration is high. e. more responsive to price increases than to price decreases.

c. more responsive to price decreases than to price increases.

67. Consumers who make decisions based on affect are often a. uncertain of their satisfaction level. b. less satisfied than those who made cognitively-based decisions. c. more satisfied than those who made cognitively-based decisions. d. equally pleased with their decisions as those who made cognitively-based decisions. e. very emotional and irrational.

c. more satisfied than those who made cognitively-based decisions.

74. Choosing between going to a movie and eating at a nice restaurant can best be thought of as a. lexicographic decision making. b. symbolic decision making. c. noncomparable decision making. d. a discursive judgment. e. attribute evaluative processing.

c. noncomparable decision making

55. In ____, learning occurs because the same act is repeatedly reinforced or punished over time. a. incidental learning b. classical conditioning c. operant conditioning d. passive learning e. schematic learning

c. operant conditioning

23. Kimberly bought a digital camera at what she thought had the best price and features, but felt uncertain about her choice. This is likely an example of a. impulsiveness. b. response derogation. c. post-decision dissonance. d. response uncertainty. e. decision disposition.

c. post-decision dissonance

64. All of the following are techniques commonly used to change the purchasing habits of habitual buyers of other brands except a. free samples and coupons. b. introduction of a new and unique benefit. c. reinforcement of repeat purchasing behavior. d. an end-of-aisle display. e. electronic bulletin boards.

c. reinforcement of repeat purchasing behavior

54. Mark just refused to buy a personal computer. He continued to refuse even when his boss pressured him to buy a computer on which to work from home. This is best thought of as a. hedging. b. arbitraging. c. resistance. d. scheming. e. referencing.

c. resistance

48. New styles of clothing that convey membership in a particular ethnic, age, or gender group may be regarded as ____ innovations. a. functional b. radical c. symbolic d. attribute-based e. serial

c. symbolic

35. Options that are unacceptable to consumers are known as a. rejection choices. b. evocation choices. c. the inept set. d. the inert set. e. illusory choices.

c. the inept set

62. Attribute-processing models are useful for marketers primarily because they not only aid in identifying determinant attributes but also provide additional information on a. the memorability of these attributes. b. the number of these attributes. c. the order in which the attributes are evaluated. d. global brand evaluations. e. brand images.

c. the order in which the attributes are evaluated.

41. Coca Cola is considered the "top dog" in the soft drink product category. Coca Cola does not want its customers to even try Pepsi because a. Pepsi does not taste as good and Coca Cola does not want its customers to be disappointed. b. consumers may prefer Pepsi and switch brands. c. the taste of a soft drink is ambiguous information. d. Pepsi will attempt to block further exposure to the Coca Cola brand. e. consumers will limit their learning because of high MAO.

c. the taste of a soft drink is ambiguous information

78. Healthy Choice ice cream co-branded with the Butterfinger brand of candy bars to come up with a new flavor. Why did Healthy Choice do this? a. because there is a negative affect associated with a healthy product b. to attract older customers c. to benefit from the combined power and familiarity of both brand names d. because it wanted to increase Butterfinger's profitability e. because the CEO of Healthy Choice likes Butterfinger candy bars

c. to benefit from the combined power and familiarity of both brand names

45. Walnut Crest advertised to create expectations for its Chilean Merlot wine by encouraging U.S. consumers to take the "$1,000,000 Taste Challenge." This is an example of an underdog trying to a. block exposure to evidence. b. increase ambiguous information. c. use promotions to get consumers to try the brand. d. avoid comparisons with the market leader e. explain the experience.

c. use promotions to get consumers to try the brand

79. A consumer might drink Classic Coke on a regular basis, but one day suddenly gets the urge to have a Pepsi, and then returns to Coke for later purchases. In marketing and consumer behavior, this phenomenon has been referred to as a. affect. b. hedonic consumption. c. variety seeking. d. impulse purchase. e. symbolic consumption.

c. variety seeking

50. The baby boomers are those who were born between a. 1906 and 1924. b. 1966 and 1984. c. 1926 and 1944. d. 1946 and 1964. e. World War I and World War II.

d. 1946 and 1964.z

101. Joshua's tool and die company put a lot of effort into understanding the Asian American subcultures in the United States. He produced advertising in several languages and hired salespeople with ties in the community. Through these efforts, sales went up yearly. This is an example of the a. Ethnic Distribution Theory. b. Communication Axiom. c. Effort Rule. d. Accommodation Theory. e. Assortment Theory.

d. Accommodation Theory.

103. At 5 percent of the U.S. population, ____ are the third largest minority group in the United States. a. Hispanic Americans b. African Americans c. Americans of European descent d. Asian Americans e. Native Americans

d. Asian Americans

73. ____ is an attempt to offset deficiencies or a lack of esteem in one area by devoting heavy attention to activities in another area. a. Reverse snobbery b. Parody display c. Fraudulent symbolism d. Compensatory consumption e. Status slide

d. Compensatory consumption

43. ____ tends to be a better predictor of consumption than social class when there are large monetary expenditures. a. Ethnicity b. Subculture c. Nationality d. Income e. A Zip Code

d. Income

83. Which of the following is not a characteristic of African American consumers? a. They are a large and diverse group. b. They have more single-parent families headed by women than the general public. c. More than half of their population is located in the Southern states. d. They are more likely to live in rural areas than urban areas. e. Their median age is younger than that of the general U.S. population.

d. They are more likely to live in rural areas than urban areas.

51. Which of the following behaviors and attitudes do not characterize Baby Boomers? a. They spend more time browsing the Internet than any other group. b. They are heavy users of financial services. c. Many are still in their peak earning years. d. They value groups and collectivism. e. They are sensitive to aging and many will buy cosmetics and other products to delay the aging process.

d. They value groups and collectivism.

94. ____ Hispanic Americans speak mostly Spanish. a. Southern b. Acculturated c. Bicultural d. Traditional e. European

d. Traditional

82. Anheuser-Busch uses Hispanic actors, as well as both Spanish and English language in its ads that are targeting Hispanic consumers. This is an example of a company using ____ to appeal to a target market. a. multicultural marketing b. ethnocentric marketing c. ethnic stereotypes d. accommodation theory e. subcultural bias

d. accommodation theory

68. Learning to adapt to a new culture is termed a. homophily. b. ethnocentrism. c. ethnicization. d. acculturation. e. cultural adoption.

d. acculturation.

41. Generation Xers are stereotyped as a. idealistic. b. ambitious. c. conservative. d. apathetic slackers. e. materialistic.

d. apathetic slackers.

57. The 50-and-older market will increase dramatically as a. health increases life expectancy. b. the baby boomlet appears. c. consumers become more aware of the lost generation. d. baby boomers age. e. education levels increase.

d. baby boomers age.

81. The working class is mainly represented by a. high-tech employees. b. low-tech employees. c. clerical workers. d. blue-collar workers. e. workaholics.

d. blue-collar workers.

46. How does State Farm attempt to reach Generation X consumers? a. with creative TV ads that air during major sporting events such as the Super Bowl and World Series b. by continually updating its website with content of interest to Xers c. by sponsoring extreme sporting events and teams d. by running fast-paced ads on Rollingstone.com and other websites that target Xers e. by posting videos on Facebook and MySpace

d. by running fast-paced ads on Rollingstone.com and other websites that target Xers

99. Since Hispanics are concentrated in urban areas and share a common language, they a. have more homogenous characteristics than the rest of the population. b. have less homogenous characteristics than the rest of the population. c. have a higher ability to process media messages. d. can be targeted through the use of Spanish-language media. e. have a higher feeling of personal relevance of commonly purchased products than the population as a whole.

d. can be targeted through the use of Spanish-language media.

88. In marketing Pampers disposable diapers, Procter & Gamble developed different versions of a TV ad to account for variations in language and accent in different regions of the German-speaking world. This is an example of marketers appealing to a. consumption patterns, as affected by the region of a country. b. disposal patterns, as affected by income level. c. attention to acquisition, as affected by distribution. d. communication patterns, as affected by the region of a country. e. ethnicity to impact motivation to process information.

d. communication patterns, as affected by the region of a country.

77. Systems such as Mosaic and PRIZM NE group areas and neighborhoods into more precise clusters based on a. the size of the area. b. the contiguity of the areas. c. the ease of collecting data in the areas. d. consumption and demographic characteristics. e. advertising expenditures.

d. consumption and demographic characteristics.

42. In a materialistic society, consumers will be receptive to marketing tactics that a. encourage anti-materialistic values. b. encourage recycling and environmental values. c. promote social good. d. facilitate the acquisition of goods. e. appeal to the terminal values of national security and freedom.

d. facilitate the acquisition of goods.

80. Clustering systems, such as PRIZM NE and Mosaic, are especially helpful for all of the following marketing tasks except a. finding new customers. b. developing new products. c. buying advertising. d. finding universal needs and wants. e. locating store sites.

d. finding universal needs and wants.

66. Hardware stores now advertise to women and body care products are aimed at men. This is an example of how products a. have become more sex-typed over time. b. are mostly strictly sex-typed. c. are almost never sex-typed. d. have become less sex-typed. e. are sex typed, but only in the durable product category.

d. have become less sex-typed.

37. Terminal values are a. values we hold in a public setting, such as a bus stop. b. highly undesirable but tempting values. c. values we hold at the very end of our lives. d. highly desired end states. e. needed to attain highly desired end states.

d. highly desired end states.

71. Humorous ad themes are more likely to focus on groups a. in societies where power distance is low. b. when uncertainty avoidance is high. c. when uncertainty avoidance is low. d. in collectivist societies. e. in masculine societies.

d. in collectivist societies.

53. The Computerized Status Index (CSI) is a(n) a. directory of occupation status. b. directory of famous people and their social ranking. c. index of the changing role of status over history. d. index to determine social class standing. e. handbook of brands and their relative status ranking.

d. index to determine social class standing.

71. The Southwest derives its distinctive regional character primarily from the fact that a. it is a part of the United States. b. large quantities of chili peppers are grown there. c. the cities are relatively small. d. it was originally part of Mexico. e. it is distant from the north central states.

d. it was originally part of Mexico.

38. The trickle-down effect can occur primarily because the a. upper class has more money to spend. b. upper class pays close attention to advertising. c. upper class works in public view, and thus receives more exposure. d. lower class may aspire to raise its social standing. e. lower class has enough money to spend on different types of products and services.

d. lower class may aspire to raise its social standing.

66. The four main value dimensions identified by Geert Hofstede along which cultures can vary include all of the following except a. individualism versus collectivism. b. uncertainty avoidance. c. masculinity versus femininity. d. materialism. e. power distance.

d. materialism.

32. The ____ classes are most likely to borrow from other classes because this may be seen as a sign of upward mobility. a. working b. upper c. lower middle d. middle e. majority of

d. middle

53. Americans are getting heavier and heavier. What percentage of U.S. adults are obese? a. more than 20 percent b. more than 50 percent c. more than 60 percent d. more than 30 percent e. more than 40 percent

d. more than 30 percent

82. One of the most widely known psychographic tools is VALS which segments individuals based on their resources and a. lifestyles. b. intelligence. c. education. d. motivations. e. brand preferences.

d. motivations.

76. The ____ represent(s) those who have acquired a great deal of status and wealth in their own lifetime. a. aristocracy b. upper-middle class c. blue bloods d. nouveaux riche e. nobility

d. nouveaux riche

77. According to the theory of ____, we prefer things that are moderately arousing to things that are either too arousing or not arousing at all. a. arousal levels b. affective levels c. the emotional inverted U d. optimal stimulation level e. the nodal framework

d. optimal stimulation level

38. Heeling Sports, a manufacturer of sneakers with retractable wheels, reaches teen consumers by a. advertising in snowboarding magazines. b. continually changing it content on its company website. c. selling its brand at Abercrombie & Fitch stores. d. sending teen product ambassadors to perform at amusement parks, malls, state parks and college campuses. e. Heeling Sports does not try to reach teens as it considers its target market to be 5 to 10 year olds.

d. sending teen product ambassadors to perform at amusement parks, malls, state parks and college campuses.

32. Due to an increasing number of working parents and divorces, today's teens often a. care more about name brands. b. are much greater spendthrifts than previous generations. c. care less about name brands. d. shop for themselves. e. shop for their parents.

d. shop for themselves.

89. All of the following are factors that have altered the basic structure of the household except a. delayed marriage. b. cohabitation. c. dual careers. d. single-breadwinner families. e. divorce.

d. single-breadwinner families.

63. A neighborhood used to be restricted to those who came from families of old wealth and made their money before the Revolution. Today, new faces are moving in and changing the feel of the area. Even the country club has started to admit members from a wider range of backgrounds as long as they have money for dues. This is known as a. social breakdown. b. class flattening. c. status float. d. social class fragmentation. e. class float.

d. social class fragmentation.

35. His parents taught Clarke at an early age to conserve energy by turning lights off when he left a room. This is an example of a. acculturation. b. alliteration. c. shaping. d. socialization. e. valuation.

d. socialization.

68. People often use products or services that become ____ to indicate who they are in the social hierarchy. a. hedonic consumption goods b. durable goods c. class-consumption goods d. status symbols e. emergency goods

d. status symbols

69. Someone who owns a Rolex watch or a Mercedes will likely be viewed as upper class. In the inner city, drinking premium liquor and wearing gold jewelry are often envied. These are examples of a. hedonic consumption goods. b. durable goods. c. class-consumption goods. d. status symbols. e. emergency goods.

d. status symbols.

29. During their teen years, individuals a. always rebel. b. are thinking of stability in their lives. c. think about starting families. d. strive to develop a distinct identity. e. are less influenced by peers than they will be later in life.

d. strive to develop a distinct identity.

83. Members of the working class are more likely than the middle class or upper class to a. buy a foreign-made automobile. b. travel internationally. c. attend adult education classes. d. support a local sports team. e. drink wine.

d. support a local sports team.

38. At this stage of his life, Bill really needs self-respect and a sense of accomplishment. These are best thought of as examples of a. referencers. b. evaluations. c. schemas. d. terminal values. e. instrumental values.

d. terminal values.

61. Agentic goals are those a. of idealism and impracticality. b. of realism and relentless practicality. c. emphasizing hedonism and the pursuit of happiness. d. that stress mastery, self-assertiveness, and self-efficacy. e. of affiliation and fostering harmonious relations with others.

d. that stress mastery, self-assertiveness, and self-efficacy.

25. Traditionally, psychographics referred to the measurement of consumer lifestyles, but more modern applications have broadened to include other concepts that might include all of the following except a. the psychological make-up of consumers. b. the values of consumers. c. the personality of consumers. d. the ability to recall consideration sets for certain product categories. e. how consumers behave with respect to specific products.

d. the ability to recall consideration sets for certain product categories.

50. Technological advances mean that a. work is becoming slower. b. the distinction between work and home life is becoming sharper. c. working hours are becoming longer. d. the distinction between work and home life is becoming blurred. e. more individuals must work in the office.

d. the distinction between work and home life is becoming blurred.

27. Teens today often shop for themselves and are responsible for more decisions than previous generations because of a. teens' rebellious natures. b. teens need to be similar to each other. c. the teens' need to socialize in the mall. d. the high number of two-career families and single parents. e. medical care and healthier lifestyles.

d. the high number of two-career families and single parents.

57. In formerly communist countries, ____ have formed the new upper classes. a. foreigners b. intellectuals c. the blue collar classes d. the old party and state bureaucrats e. peasants

d. the old party and state bureaucrats

60. Consumers will avoid eating beef at home, only to splurge on steaks while dining out. This is likely to be indicative of a contradiction between a. utilitarianism and functionalism. b. symbolic and real consumption. c. the values of family and self. d. the values of hedonism and health. e. gender and geographic emblems.

d. the values of hedonism and health.

74. Marketers can identify groups of consumers who have a common set of values that are different from those in other groups, a process called a. group targeting. b. belief clarification. c. reference zoning. d. value segmentation. e. belief zoning.

d. value segmentation.

28. Even with the inequalities, social class distinctions can help individuals determine what their role in society is or a. how to make their lives more interesting. b. how to handle wealth. c. why they need to participate in a democracy. d. what they would like their role to be. e. how to become distinctive from their reference group.

d. what they would like their role to be.

37. One study examined how quickly consumers make decisions about their laundry detergent. The study found that on average, it takes ____ for consumers to make a decision. a. several minutes b. about a minute c. a fraction of a second d. 85 seconds e. 2 minutes

d. 85 seconds

40. The subset of brands evaluated when making a choice is known as a. the evaluated group. b. an online judgment group. c. the inert set. d. a consideration set. e. the favored subgroup.

d. a consideration set.

29. All of the following could be examples of factors that are likely to influence a consumer's perception of the actual state except a. the depletion of needed products. b. product malfunction. c. hunger. d. a neighbor's aspirations. e. that Mother's Day is tomorrow and you have not bought anything yet.

d. a neighbor's aspirations.

24. Georgia imagined herself driving a rented convertible during her upcoming vacation to Hawaii. She imagined the view of the ocean, the smell of tropical flowers and the wind in her hair. However, when she actually got to Hawaii, it rained her entire visit and her rental car had engine problems. Georgia's imagery resulted in a. a negativity bias. b. a mood congruent bias. c. an attraction effect. d. a positivity bias. e. consumer underconfidence.

d. a positivist bias

54. Timberland stresses the attribute "sturdiness" in all its global advertising, thereby having the same image in every country. Timberland is trying to make this attribute a. an affective cue. b. a goal-related cue. c. a new ideal state. d. a salient attribute. e. a support argument.

d. a salient attribute

57. When people think of "fast food with good value," they think of burger chains such as McDonald's or Wendy's. This is best thought of as an example of ____ increasing recall. a. affect b. a goal c. an attitude d. a salient attribute e. a support argument

d. a salient attribute

62. ____ is a processing bias that alters the nature of recall. a. A goal-oriented cognition b. Relative deprivation c. Echoic memory d. A search bias e. Reactance

d. a search bias

20. All of the following are choice tactics used under low-effort consumer judgments and decision making except a. habit. b. brand loyalty. c. utilizing price-quality relationships. d. additive differential decisions. e. buying the most familiar brand.

d. additive differential decisions

31. Products like TVs and VCRs may be seen as new to consumers in Third World countries even though we regard them as established products. These products are innovations in Third World countries now because they a. involve new marketing communications pitches. b. are entirely new products. c. are radical innovations. d. are defined as new by those markets. e. involve new brand names.

d. are defined as new by those markets

69. Because innovators adopt innovations independent of the opinions of other people, they a. will be easily influenced by their reference group. b. will be easily influenced by their peer group. c. may process information about innovations through peripheral route processing. d. are more receptive to information about new products. e. are less receptive to information about new products.

d. are more receptive to information about new products.

29. Judgments based on the availability heuristic are biased because they ignore a. representativeness. b. hierarchies of effect. c. judgments. d. base-rate information. e. availability.

d. base-rate information

31. ____ tells us how often the event occurs across all consumers. a. Representativeness b. Hierarchy of effect c. An event judgment d. Base-rate information e. Availability

d. base-rate information

42. The marketer will want to ____ when consumers are highly motivated to learn and have a high level of prior knowledge about the top dog. a. infill information b. create a framework c. reinforce the agenda d. block exposure to evidence e. explain the experience

d. block exposure to evidence

49. The major variables that will influence the recall of attribute information might include all of the following except a. accessibility. b. diagnosticity of attributes. c. salience. d. brand name length. e. vividness.

d. brand name length

74. When MAO is high and consumers are dissatisfied, they are more likely to a. keep quiet but not return. b. be upset but try the product again. c. not care because they already have strong positive biases. d. complain. e. not care because they are highly motivated.

d. complain

55. A ____ is best when the customer wishes to rule out unsuitable options as soon as possible. a. brand awareness state b. lexicognitive strategy c. subjunctive model d. conjunctive model e. compensatory strategy

d. conjunctive model

55. Resistance refers to a. the degree of consumer anger over dangerous products. b. the degree of consumer anger over pornographic materials. c. the slowness of marketing communications to build up a brand image. d. consumers' desires not to buy an innovation. e. the refusal of consumers to remember the brand name of products bought on sale.

d. consumers' desires not to buy an innovation

40. When they were invented, airplanes fundamentally affected how, when, and where consumers traveled. At the time they were invented, they were regarded as a a. cannibalization product. b. continuous innovation. c. dynamically continuous innovation. d. discontinuous innovation. e. hedonically schematic innovation.

d. discontinuous innovation

32. While a consumer is watching a movie, she can assess whether or not it is a good movie. This is known as a. generating evidence. b. generating hypotheses. c. creating counterarguments. d. encoding the evidence. e. integrating evidence.

d. encoding the evidence

60. If the adoption process is a low-effort one, it is best for marketers to a. use an information-intensive approach. b. give consumers written information. c. give consumers oral information. d. encourage trial. e. reduce risk.

d. encourage trial

70. The last time she went to the dentist, Laura did not feel she had received good enough service for her money. ____ would say that there was not a perception of fairness in this exchange. a. Schematic theory b. Cause-and-effect modeling c. Cognitive dissonance d. Equity theory e. Attribution theory

d. equity theory

77. Options that are extreme on some attributes are less attractive than those that are moderate on those attributes. This is known as a. the domino effect. b. an inferiority antecedent schema. c. the attraction effect. d. extremeness aversion. e. extremeness.

d. extremeness aversion.

40. Some researchers have challenged the belief-behavior link in low involvement situations. Robert Zajonc and others believe that consumers can make a decision based primarily on a. cognitions. b. schemas. c. associations. d. feelings. e. spreading activation.

d. feelings

29. In one study, consumers were asked to make judgments about ground beef. One group was told that the beef was 75 percent lean and another group was told that it was 25 percent fat. Even though these two statements contain identical information, the "lean" group produced significantly more positive ratings than the "fat" group. This process is called a. perceptual mapping. b. retrieval processing bias. c. quality processing bias. d. framing. e. identical differentiation.

d. framing

27. Social marketers have been active in persuading consumers to adopt energy conservation, smoke-free workplaces, and abstinence from drugs. These are best thought of as ____ innovations. a. product b. ethnic emblem c. service d. idea e. product attribute

d. idea

80. Mel went into the car dealership just to look, but he walked out with a brand new automobile. This is an example of a. affect. b. hedonic consumption. c. variety seeking. d. impulse purchase. e. symbolic consumption.

d. impulse purchase

34. While searching for information about models of an SUV, Tony did not even consider a Mitsubishi because he did not know that Mitsubishi offered an SUV. Thus the Mitsubishi SUV was in Tony's a. consideration set. b. evoked set. c. inept set. d. inert set. e. disconfirmation set.

d. inert set

37. Regarding laundry detergent brands, Nathan loved Tide and Bold, hated Suds and Bleach Out, and did not have much of an opinion about Stain Out. Stain Out is clearly in Nathan's a. rejection choices. b. evocation choices. c. inept set. d. inert set. e. illusory choices.

d. inert set

39. A discontinuous innovation is defined as a product that a. cannibalizes other products. b. disrupts consumers' lives. c. disrupts a firm's marketing operations. d. is so new that we have never known anything like it before. e. is a hedonically schematic innovation.

d. is so new that we have never known anything like it before.

67. Inhibition is important for marketers because a. it can increase MAO to process information about the general evaluation of a brand. b. it can decrease MAO to process information about the general evaluation of a brand. c. it will usually bias information about a brand in a positive direction. d. key aspects of a brand may not even enter the consumer decision process. e. it can lead to forgetting attitudes about a brand.

d. key aspects of a brand may not even enter the consumer decision process.

49. Horned- and wire-rimmed glasses were perceived as old-fashioned until they became associated with intellectualism in the 1980s. This does not show that the product is new, but rather the ____ is (are) new. a. design b. features c. brand name d. meaning associated with the product e. technology associated with the product

d. meaning associated with the product

41. With a(n) ____ model, negative information about an important attribute leads to immediate rejection of the brand or service from the consideration set. a. attribute b. classification c. compensatory d. noncompensatory e. brand

d. noncompensatory

75. In comparing noncomparable alternatives with an alternative-based strategy, consumers develop a(n) a. affective judgment about the product category and then subtract from each of the products, attribute by attribute. b. additive differential strategy. c. decision calculus strategy. d. overall evaluation of each option, and make decisions using a compensatory or affective strategy. e. decision about each attribute, and make decisions using a compensatory or affective strategy.

d. overall evaluation of each option, and make decisions using a compensatory or affective strategy.

78. The diffusion curves reflect the a. time period under analysis. b. total sales in dollars. c. total sales volume. d. percentage of the population who have adopted the product. e. total number adopting the innovation.

d. percentage of the population who have adopted the product

73. While some studies have shown innovators to be less dogmatic than others, most research on the relationship between ____ reveals that they are not strongly related. a. interest in the product category and innovativeness b. interest in the product category and being a laggard c. resistance and being a laggard d. personality traits and innovativeness e. resistance and innovativeness

d. personality traits and innovativeness

27. A feeling that one has made the wrong purchase decision is known as a. impulsiveness. b. response derogation. c. post-decision dissonance. d. post-decision regret. e. decision disposition.

d. post-decision regret

51. Operant conditioning views behavior as being influenced by a. a conditioned stimulus being attached to an unconditioned stimulus. b. an unconditioned stimulus being attached to a conditioned stimulus. c. cognitive dissonance. d. previous actions and the reinforcement from these actions. e. cognitive reasoning built up from previous decisions.

d. previous actions and the reinforcement from these actions.

45. Armor All created the category of automotive protectants and is the dominant brand in many countries. This brand is a good example of a a. brand extension. b. line extension. c. schema. d. prototype. e. stereotype.

d. prototype

45. Low-effort decisions are often made by a. selecting among brands, one by one, based on overall evaluations. b. selecting brands by comparing the attributes of each brand. c. the careful consideration of only product category information. d. remembering previous decisions for the next choice. e. attention to marketing communications regarding that brand.

d. remembering previous decisions for the next choice.

55. Satisfaction is critical because it leads to a. advertising. b. advertising and high-elaboration processing. c. brand-based evaluation of the alternatives. d. repeat purchase, brand loyalty, and positive word of mouth. e. attribute-based evaluation of the alternatives.

d. repeat purchase, brand loyalty, and positive word of mouth.

25. Two major types of heuristics that have major implications for consumer behavior are a. attribute and brand processing. b. central and peripheral processing. c. conjunctive and subjunctive judgments. d. representativeness and availability. e. additive and subtractive differentials.

d. representativeness and availability

51. Consumers might often not choose to use compensatory models primarily because they a. result in a negativity bias in evaluations. b. result in a positivity bias in evaluations. c. are not accurate. d. require a significant amount of effort. e. do not fit with most product or service decision-making situations.

d. require a significant amount of effort.

60. Habit simplifies the decision-making process. Consumers do not have to spend any time evaluating the alternatives. It also reduces a. operant conditioning. b. reinforcement. c. classical conditioning. d. risk. e. encoding.

d. risk

85. In looking for digital cameras, Kimberly compared offerings first by the number of mega-pixels, then by the optical zoom, and last by the availability of lenses. Kimberly was doing what is best referred to as a a. brand comparison. b. product/category comparison. c. search by brand. d. search by attribute. e. brand/category comparison.

d. search by attribute

80. ____ is (are) a consumer's own perception about what he or she knows relative to others. a. Objective schemas b. Objective knowledge c. Perceptual position d. Subjective knowledge e. Objective criteria

d. subjective knowledge

53. A new trend for sorority girls on some U.S. college campuses is to tattoo their ankles. Previously tattoos were considered to be a sign of masculinity. Therefore this practice could be considered a(n) ____ innovation. a. functional b. hedonic c. discontinuous d. symbolic e. expressive

d. symbolic

37. When a consumption experience is ambiguous and it is hard to determine product quality, consumers a. usually form positive evaluations. b. usually form negative evaluations due to the lack of strength of associations. c. find it difficult to form any evaluation of the product. d. tend to support hypotheses derived from advertising or word of mouth. e. find attribute recall very difficult.

d. tend to support hypotheses derived from advertising or word of mouth

64. ____ of innovations have been characterized as skeptical. a. Early refusers b. Innovators c. Early adopters d. The late majority e. The early majority

d. the late majority

24. The greater the discrepancy between the ideal state and the actual state, a. the lower the recall for marketing communications. b. the higher the ability to process information about the product. c. the lower the number of support arguments to marketing communications about the ideal state. d. the more likely the consumer is to act. e. the less likely the consumer is to act.

d. the more likely the consumer is to act.

74. Factors that will increase the motivation to process information as it relates to external search could include all of the following except a. involvement and perceived risk. b. the perceived costs and benefits of search. c. the nature of the consideration set. d. the speed at which information is processed. e. attitudes toward the search.

d. the speed at which information is processed.

51. Derrick only cared about whether (and how) the DVD player worked. He was concerned with a. the amount of stimulation of the neural networks that occurs before purchase. b. the fun or excitement he has with a product or service. c. how a product or service makes him feel. d. the utilitarian dimension. e. the function of the neural networks that occurs before problem recognition.

d. the utilitarian dimension

49. A consumer says "I need to try something different." This could best be described as a(n) ____ tactic. a. conjunctive b. affect c. normative d. variety-seeking e. performance

d. variety-seeking

58. Within the disconfirmation paradigm, performance determines a. consumers' perceptions of risk. b. ambiguity. c. expectations for product outcomes when motivation is high. d. whether expected outcomes have been achieved. e. expectations for product outcomes when motivation is low.

d. whether expected outcomes have been achieved.

66. An out-of-stock condition could force a consumer to break a habit because a. she will have a negative impression of the brand. b. she will forget about the brand. c. there will be fewer brand associations to process, thus breaking the consumer's purchasing habit. d. without a strong preference, the consumer is more likely to buy another brand than go to another store. e. of a lack of affective processing.

d. without a strong preference, the consumer is more likely to buy another brand than go to another store.

73. Naoki feels strongly that between $10 and $20 is a suitable price for a meal at a buffet restaurant. This is what is best known as his a. range of acceptability. b. expectation pricing. c. known price range. d. zone of acceptance. e. appropriate acceptability range.

d. zone of acceptance

39. ____ refers to trends that start in the lower or middle classes and spread upwards. a. A class elevation b. A demonstrative trend c. A trickle-down effect d. Weber's Law of Social Influence e. A status float

e. A status float

80. Lifestyles are represented by a consumer's a. character. b. personality. c. SES. d. CIS. e. AIOs.

e. AIOs.

74. ____ is segmenting neighborhoods on the basis of specific lifestyle characteristics. a. Slicing b. Lifestyle grouping c. Characterizing d. Subgrouping e. Clustering

e. Clustering

46. ____ have chosen a lifestyle that is low in materialism. a. Political leaders b. Investment bankers, corporate lawyers, and venture capitalists c. Loan officers d. Lobbyists e. Nuns or missionaries

e. Nuns or missionaries

82. ____ is a more important survival activity for the homeless than for those from other social classes. a. Selling b. Buying c. Negotiating d. Consumption e. Scavenging

e. Scavenging

26. ____ are enduring beliefs that a given behavior or outcome is desirable or good. a. Transferences b. Ideas c. Foundational ideas d. Schemas e. Values

e. Values

93. When Mary and Dennis were trying to decide where to spend their Christmas vacation, they sat down and discussed options. They made the decision to fly to Cancun jointly. This is an example of a. a husband-dominated decision. b. a wife-dominated decision. c. an autocratic decision. d. an autonomic decision. e. a syncratic decision.

e. a syncratic decision.

58. Individuals from higher-status families a. are half as likely to maintain their status than members of the lower classes are to achieve a higher status. b. rarely slide in socioeconomic status. c. almost always increase in socioeconomic status. d. almost always decrease in socioeconomic status. e. are twice as likely to maintain their status than members of the lower classes are to achieve a higher status.

e. are twice as likely to maintain their status than members of the lower classes are to achieve a higher status.

33. Class-average families are those around the median who a. can understand their position in society. b. cannot rise above a mediocre position within their social class. c. reject the idea of social climbing. d. are underprivileged. e. can afford the symbols expected of their status.

e. can afford the symbols expected of their status.

64. All of the following are major factors that lead to social class fragmentation except a. upward mobility. b. downward mobility. c. television. d. new communications technology. e. clustering by neighborhoods.

e. clustering by neighborhoods.

62. Women have been guided by goals of affiliation and fostering harmonious relations with others, which are known as ____ goals. a. agentic b. harmonogenic c. androcentric d. phileooptic e. communal

e. communal

100. Major companies such as Procter & Gamble, Polaroid, and Chrysler have all increased their budgets for Hispanic ad campaigns. Such advertising is particularly important because Hispanics a. are motivated to purchase durables. b. have a high ability to process media messages. c. have a higher feeling of personal relevance of commonly purchased products than the population as a whole. d. are concentrated in urban areas and share a common language. e. exhibit a tendency to buy prestige brands.

e. exhibit a tendency to buy prestige brands.

32. How we behave in a given situation is often influenced by a. the size of our generational group. b. the name of the values we have learned. c. information encoding speed. d. information decoding speed. e. how important a value is relative to others.

e. how important a value is relative to others.

56. Although many consumers say they want to consume less fat, relatively few are buying light or low-fat alternatives. This is an example of a. terminal values. b. hedonic values. c. instrumental values. d. cocooning. e. how values and behavior can differ.

e. how values and behavior can differ.

92. Household decision roles can be ____, meaning that they relate to tasks affecting the buying decision, such as when and how to purchase. a. expressive b. titled c. habitual d. attribute-based e. instrumental

e. instrumental

40. The ____ of loving, forgiving, helpfulness, honesty, and believing in God help one achieve highly desired end states. a. domain-specific values b. evaluations c. end-state associations d. terminal values e. instrumental values

e. instrumental values

77. Although they are a diverse group, the upper class are more likely to view themselves as all of the following except a. intellectual. b. self expressive. c. political. d. socially conscious. e. locally oriented.

e. locally oriented.

39. Instrumental values are a. values we hold in a public setting, such as a transit system. b. highly undesirable but tempting values. c. values we hold at the very end of our lives. d. highly desired end states. e. needed to attain highly desired end states.

e. needed to attain highly desired end states.

85. The most typical unit of the family in the United States is presently the a. extended family. b. household. c. single-father household. d. mail-order family. e. nuclear family.

e. nuclear family.

51. Cultures differ in the values they place on their families and children. Parents in Europe and Asia a. place a low value on educating their young. b. place a higher value on hedonic consumption than on educating their young. c. value education only for girls. d. place a higher value on self gratification than on educating their young. e. place a higher value on educating their young than parents in the United States.

e. place a higher value on educating their young than parents in the United States.

30. Teenagers in the ____ segment have low expectations of the future and material success, and are alienated from society. a. upholders b. lonesome lazers c. thrills and chills d. bootstrappers e. resigned

e. resigned

49. Education is considered the most reliable determinant of consumers' income potential and a. subculture. b. inscribed social class. c. social float. d. trickle-down effects. e. spending patterns.

e. spending patterns.

40. Tommy Hilfiger was a brand that became popular in the lower classes and spread upward to the upper classes. This is referred to as a(n) a. commodity theory. b. downward-sloping trend. c. trickle-down effect. d. elite theory. e. status float.

e. status float.

44. Both income and social class are needed to explain a. consumption that reflects values or beliefs. b. consumption that involves large monetary expenditures. c. attention to advertising. d. coupon usage. e. the acquisition of status symbols.

e. the acquisition of status symbols.

67. In Hofstede's categorization, individuality versus collectivism refers to the degree to which a culture focuses on a. values such as assertiveness and success over relationships or quality of life. b. structured rather than unstructured situations. c. sorting out information rather than collecting information. d. giving things away to others rather than purchasing or collecting. e. the individual rather than the group.

e. the individual rather than the group.

54. Sam came from a working-class family, but through scholarships and part time jobs, he was able to earn an MBA degree and eventually get a job as a corporate executive. This is an example of a. status float. b. status crystallization. c. the trickle-down effect. d. class fragmentation. e. upward mobility.

e. upward mobility.

37. In the United Kingdom and Asia, teens are more likely to ____ than their parents' generation. a. buy generic brands b. be career minded c. process advertising information d. process packaging information e. use credit cards

e. use credit cards

27. David chose a new notebook computer based on pleasure, happiness, and intellectual interests. David was allowing his ____ to guide his purchase decision. a. transferences b. ideas c. foundational ideas d. networks e. values

e. values

75. Using the means-end chain analysis, marketers can work backwards to discover the ____ that drive(s) consumer decisions. a. features b. associations c. reference group d. possessions e. values

e. values

62. Compared to other cultures, Americans have long placed a higher value on ____ as evidenced by the high sales of hair coloring and cosmetic surgery. a. connectedness b. social values c. stability d. family e. youth

e. youth

71. What is the best way to attract the brand loyal customers of a competing brand? a. discount coupons b. special promotions such as contests and sweepstakes c. a frequency program where every 12th item purchased is free d. shaping e. It is usually better to avoid marketing to these consumers as they are already strongly committed to the competitor's brand.

e. It is usually better to avoid marketing to these consumers as they are already strongly committed to the competitor's brand.

50. All of the following statements are true about compensatory decision-making models except a. they are a way of quantifying mental cost benefit analysis. b. consumers do not formally make these ratings when making a decision. c. they predict a consumer's bias toward a product. d. they can be used to predict which brand a consumer is more likely to choose. e. consumers set up cutoff levels for each attribute and reject a brand if it is below the cutoff.

e. consumers set up cutoff levels for each attribute and reject a brand if it is below the cutoff.

47. In terms of customer satisfaction, low-involvement consumers, a. express higher satisfaction immediately than low-involvement consumers. b. develop hypotheses to test product performance. c. extensively evaluate product attributes. d. are likely to have satisfaction decline over time. e. exhibit lower satisfaction at first, but their satisfaction increases over time.

e. exhibit lower satisfaction at first, but their satisfaction increases over time.

30. Seeing an ad informing you of the rapidly increasing number of burglaries in your neighborhood awakens you to the need for a burglar alarm. This could best be thought of as a. aspirations leading to a change in the ideal state. b. high MAO leading to an increase in short-term memory. c. low MAO leading to a decrease in short-term memory. d. simple expectations leading to a formation of the ideal state. e. external stimuli leading to a change in the actual state.

e. external stimuli leading to a change in the actual state.

76. With an attribute-based strategy to compare noncomparable alternatives, consumers make comparisons easier by a. evaluating entire attribute-related cognitions and comparing them to affect. b. subtractive calculus. c. brand filing. d. the alternative-based processing of lexicographic components. e. forming abstract representations of comparable attributes.

e. forming abstract representations of comparable attributes.

59. A consumer compares Apple and Compaq and finds that they tie on the most important attribute of "fun." She then moves on to graphics and selects Apple because it is ranked higher. This is an example of a(n) ____ model. a. subjunctive b. ordered c. conjunctive d. importance e. lexicographic

e. lexicographic

46. Choice tactics allow consumers in common, repeat-purchase situations to a. memorize tasks through scripts. b. increase MAO. c. decrease MAO. d. have high-elaboration for the schemas. e. make quick, effortless decisions.

e. make quick, effortless decisions.

81. The ____ proposes that products initially go through a period of introduction, followed by relatively rapid growth as more competitors enter the market and consumer acceptance of the product increases. As competition increases, weaker competitors drop out of the market and product sales tend to stabilize. Later, sales decline. a. sales model b. growth model c. competition law d. market survival law e. product life cycle

e. product life cycle

71. Equity theory focuses on a. understanding how individuals find causes for effects or behavior. b. understanding the impression formation process. c. explaining cognitive dissonance. d. explaining the relationship between attitudes and behavior. e. the nature of exchanges between individuals and the perceptions of these exchanges.

e. the nature of exchanges between individuals and the perceptions of these exchanges.

50. Breadth of an innovation refers to a. the number of different ideas that went into the invention of the new product. b. the rate of continuity. c. the rate of discontinuity. d. the innovativeness scale invented by IBS in the early 1920s. e. the new and different uses of a new product.

e. the new and different uses of a new product.

46. After consumers have made acquisition, consumption, or disposition decisions, they can also evaluate a. their prepurchase decision-making process. b. the brand evaluation process. c. their judgments. d. the marketing communications process. e. the outcomes of their decisions.

e. the outcomes of their decisions.

67. Brand loyalty is a. the optimization of consumer utility through a brand image. b. the repeat purchase of a brand because of habit. c. a reduction of cognitive processes through low-effort brand retrieval. d. also known as affective purchasing. e. the repeat purchase of the brand because of a conscious evaluation.

e. the repeat purchase of the brand because of a conscious evaluation.

24. Post-decision dissonance is particularly likely to occur when a. MAO is low. b. involvement is low. c. the need for cognition is low. d. the number of associations tied to a brand is high. e. there is more than one attractive alternative.

e. there is more than one attractive alternative.

80. According to the typology of voluntary disposition, all of the following are examples of disposition except a. donating an organ. b. breaking up with a girlfriend or boyfriend. c. giving a baby up for adoption. d. throwing away an empty tube of toothpaste. e. using a new brand of shampoo.

e. using a new brand of shampoo