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Exam 2 (all) (8,9,10,11,12)

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McGuire's classification system organizes motivational theories into _____ categories.

Currently, what percent of U.S. households has a DVR?

40 percent

The capacity of STM is thought to be in the range of _____ bits of information.

5 to 9

In the study cited in the text, it was noted that _____ of DVR users watched certain ads because they found them interesting while skipping those that were not of interest.

90%

Type: A Topic: 1 E: 372-373 MI: 128-129 2. If the price of normal good X rises, the income: A) and substitution effects will both induce the consumer to buy less of X. B) and substitution effects will both induce the consumer to buy more of X. C) effect will induce the consumer to buy more of X and the substitution effect will induce him to buy less. D) effect will induce the consumer to buy less of X and the substitution will induce him to buy more.

Type: G Topic: 6 E: 386-387 MI: 142-143 122. If the budget line shifts from BB to bb in the above diagram we can infer that the: A) price of Y has increased and the price of X has decreased. B) price of Y has decreased and the price of X has increased. C) prices of both X and Y have increased. D) prices of both X and Y have decreased.

Type: G Topic: 8 E: 390 MI: 146 147. In the above diagram: A) the consumer is indifferent between points A and B, but neither point maximizes his utility. B) the consumer is indifferent between points A and B and either point will maximize his utility. C) any combination of X and Y entailing more of Y and less of X than shown at B would be preferred. D) any combination of X and Y entailing more of X and less of Y than shown at A would be preferred.

A market researcher asked Adam to place an "X" on one of the seven spaces that are placed between several sets of adjectives that best represents how he sees himself on those two opposite adjectives. This is the most common approach to measuring self-concept and is known as _____. A) semantic differentials B) Likert items C) a 100-point constant-sum scale D) nominal variables E) open-ended questions

An experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of joy and self-fulfillment is known as a(n) _____. A) peak experience B) defining moment C) ultimate experience D) ideal experience E) intense experience

Carl is doing his homework and has the television on in the background. While it is on, several commercials aired. What stage of the information-processing model does this represent? A. exposure B. attention C. interpretation D. memory E. action

Carla watches television shows whenever she has time because she uses a digital video recorder to record the shows. When she watches them, she fast-forwards through the commercials, which is known as _____. A. zipping B. zapping C. muting D. exposure E. voluntaryexposure

Coca-Cola does not advertise during the evening news because the marketer does not want the often negative information reported on the news to create a negative feeling toward the brand. Which type of learning creates an association between the brand and some response? A) classical conditioning B) operant conditioning C) iconic learning D) vicarious learning E) reinforced learning

Graham is a college student who is impulsive and somewhat rebellious. He seeks out variety and excitement, usually looking for something new, offbeat, and risky. Even though he was old enough, he didn't vote in the last presidential election and is not very interested in world events. To which VALS segment does Graham belong? A) Experiencers B) Strivers C) Survivors D) Makers E) Believers

In the VALS typology, which primary motivation is characteristic of consumers guided in their choices by their beliefs and principles rather than by feelings or desire for social approval? A) ideals motivation B) achievement motivation C) self-expression motivation D) realist motivation E) focused motivation

Individuals with independent self-concepts tend to be _____. A) autonomous B) holistic C) connected D) obedient E) all of the above

Individuals with which type of self-concept are more likely to seek adventure and excitement through travel, sports, and entertainment, to be opinion leaders, and to prefer magazines over TV? A) independents B) interdependents C) self-monitors D) idealists E) doers

Jonathon is a career-oriented person who feels in control of his life. He values consensus, predictability, and stability over risk, intimacy, and self-discovery. Convenience and time-saving products and services are important to him and his family due to their hectic lifestyle. To which VALS segment does Jonathon belong? A) Achievers B) Makers C) Believers D) Experiencers E) Innovators

Organizing individual items into groups of related items that can be processed as a single unit is called _____. A) chunking B) maintenance rehearsal C) zipping D) minimizing E) conditioning

Pamela is a consumer that is guided in her choices by her beliefs and principles rather than by feelings or desire for social approval. She tends to purchase products based on functionality and reliability. Which primary motive is guiding Pamela's behavior? A) ideals motivation B) achievement motivation C) self-expression motivation D) realist motivation E) focused motivation

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _____. A. interpretationB. attitudesC. actionD. acceptanceE. behavior

Renee sat down and did some serious soul searching. She wanted to understand her perception of her self-concept of who she is now. Renee is searching for her _____. A) actual self-concept B) ideal self-concept C) private self-concept D) social self-concept E) present self-concept

Robert was studying for an exam and organized lists of things into words that he could remember. For example, he needed to know five creative advertising strategies, and used the first letter of each strategy to form the acronym, AIIEE. He knew what word each letter stood for and then only had to remember this acronym for the exam. What is Robert doing? A) chunking B) maintenance rehearsal C) zipping D) minimizing E) conditioning

Shirley and Bud have been married for almost 50 years, but Shirley can remember their wedding day so clearly. She remembers how happy she felt that day and how wonderful it was to celebrate their marriage with all of their family and friends. She even remembers walking down the aisle, seeing her future husband waiting for her, and her father kissing her as her placed her hand in Bud's. Which type of memory does this represent? A) episodic memory B) primary memory C) accessible memory D) semantic memory E) conditioned memory

The memory of a sequence of events in which a person participated is called _____. A) episodic memory B) primary memory C) accessible memory D) semantic memory E) conditioned memory

The totality of the individual's thoughts and feelings having reference to himself or herself as an object is known as _____. A) self-concept B) lifestyle C) self-profile D) personal space E) ideal-self

Type: A E: 382 MI: 138 90. (Last Word) Theft and burglary: A) can be viewed as attempts to maximize utility, given certain marginal costs and marginal benefits. B) are examples of irrational behavior. C) are applications of the law of increasing opportunity costs. D) are examples of noneconomic behavior.

Type: A Topic: 1 E: 372 MI: 128 4. A fall in the price of a good increases the real income or purchasing power of consumers so that they are able to buy more of the product. This statement best describes: A) the income effect. B) a complementary good. C) the substitution effect. D) an inferior good.

Type: A Topic: 1 E: 372-373 MI: 128-129 5. Which of the following is correct? When the price of normal good Z falls: A) both income and substitution effects cause the consumer to buy more. B) both income and substitution effects cause the consumer to buy less. C) the income effect causes the consumer to buy less, but the substitution effect causes her to buy more. D) the income effect causes the consumer to buy more, but the substitution effect causes her to buy less.

Type: A Topic: 1 E: 372-373 MI: 128-129 9. Suppose that Jean normally orders three tacos, but on seeing that their price has gone up, decides to buy only two. Jean's decision is best explained by: A) income and substitution effects. C) the principle of comparative advantage. B) the law of supply. D) the law of increasing opportunity costs.

Type: A Topic: 2 E: 373-375 MI: 129-131 32. If total utility is increasing, marginal utility: A) is positive, but may be either increasing or decreasing. B) must also be increasing. C) may be either positive or negative. D) will be increasing at an increasing rate.

Type: A Topic: 3 E: 377 MI: 133 46. Suppose you have a limited money income and you are purchasing products A and B whose prices happen to be the same. To maximize your utility you should purchase A and B in such amounts that: A) their marginal utilities are the same. B) their total utilities are the same. C) their marginal and total utilities are proportionate. D) the income and substitution effects associated with each are equal.

Type: A Topic: 3 E: 378 MI: 134 51. In purchasing products A and B, a consumer is in equilibrium when: A) MUa/Pa = MUb/Pb B) MUa/Pb = MUb/Pa C) MUa - MUb = Pa/Pb D) MUa × Pa = MUb × Pb

Type: A Topic: 3 E: 378 MI: 134 52. A consumer who has a limited budget will maximize utility or satisfaction when the: A) ratios of the marginal utility of each product purchased divided by its price are equal. B) total utility derived from each product purchased is the same. C) marginal utility of each product purchased is the same. D) price of each product purchased is the same.

Type: A Topic: 3 E: 378 MI: 134 53. Mr. Chan has an income of $20 that he is spending on donuts and cheese in such amounts that he derives 25 utils of satisfaction from the donuts and 25 utils of satisfaction from the cheese. On the basis of this information we: A) cannot say whether or not Chan is buying donuts and cheese in equilibrium amounts. B) can say that Chan should buy more cheese and fewer donuts. C) can say that Chan should buy more donuts and less cheese. D) can say that Chan is buying the utility-maximizing amounts of donuts and cheese.

Type: A Topic: 5 E: 380-381 MI: 136-137 76. In introducing the opportunity cost of time into the theory of consumer behavior we find that, all else equal: A) one should consume less of time-intensive goods. B) one should consume more of time-intensive goods. C) the consumer's equilibrium position is not altered. D) the marginal utility derived from each product must be multiplied by consumption time in determining equilibrium.

Type: A Topic: 6 E: 386 MI: 142 113. An increase in money income shifts the consumer's: A) budget line to the right. C) indifference curves to the left. B) budget line to the left. D) indifference curves to the right.

Type: A Topic: 8 E: 389 MI: 145 155. Refer to the above diagram. If the budget line shifts from ab to ac the: A) price of K has increased. C) price of K has decreased. B) consumer's money income has fallen. D) price of J has increased.

Type: D Topic: 2 E: 373 MI: 129 25. Utility refers to the: A) satisfaction that a consumer derives from a good or service. B) rate of decline in a product demand curve. C) relative scarcity of a product. D) usefulness of a product.

Type: D Topic: 3 E: 376 MI: 132 37. The theory of consumer behavior assumes that : A) consumers behave rationally, maximizing their satisfactions. B) consumers have unlimited money incomes. C) consumers do not know how much marginal utility they obtain from succesive units of various products. D) marginal utility is constant.

Type: D Topic: 5 E: 380 MI: 136 80. The diamond-water paradox arises because: A) essential goods may be cheap while nonessential goods may be expensive. B) the marginal utility of certain products increases, rather than diminishes. C) essential goods are always higher priced than nonessential goods. D) we sometimes fail to use money as a standard of value.

Type: D Topic: 6 E: 386 MI: 142 107. Which of the following statements is not correct? A) A reduction in money income will shift the budget line to the right. B) A reduction in money income accompanied by an increase in product prices will necessarily shift the budget line to the left. C) An increase in product prices will shift the budget line to the left. D) An increase in money income will shift the budget line to the right.

Type: E Topic: 6 E: 386 MI: 142 111. In moving along a given budget line: A) the prices of both products and money income are assumed to be constant. B) each point on the line will be equally satisfactory to consumers. C) money income varies, but the prices of the two goods are constant. D) the prices of both products are assumed to vary, but money income is constant.

Type: G Topic: 6 E: 386 MI: 142 121. Suppose you have a money income of $10 all of which you spend on Coke and popcorn. In the above diagram, the prices of Coke and popcorn respectively are: A) $.50 and $1.00. B) $1.00 and $.50. C) $1.00 and $2.00. D) $.40 and $.50.

Type: G Topic: 6 E: 386 MI: 142 123. A budget line shows the: A) alternative combinations of two goods that a consumer can purchase with a given money income. B) alternative combinations of two goods that will yield the same level of total utility to a consumer. C) quantities of a particular good that a consumer will buy at various prices. D) ratio of money income to product price.

Type: G Topic: 8 E: 390 MI: 146 157. Refer to the above diagram. The equilibrium points shown in the diagram along with the price change that produced the shift of the budget line from ab to ac: A) are consistent with a downsloping demand curve for product K. B) imply that the consumer's money income has declined, but his or her real income has increased. C) imply consumer irrationality since the dearer product is being substituted for the cheaper product. D) suggest that K is an inferior good.

Type: G Topic: 8 E: 390 MI: 146 160. Refer to the above diagram. The budget line shift which moves the consumer's equilibrium position from point A to point B suggests: A) an increase in the quantity of Y demanded. C) a leftward shift in the demand curve for Y . B) a decrease in the quantity of Y demanded. D) a rightward shift in the demand curve for Y .

Type: T Topic: 2 E: 373-374 MI: 129-130 Status: New 15. Refer to the above data. The value for X is: A) 15. B) 5. C) 55. D) 10.

Type: T Topic: 2 E: 373-374 MI: 129-130 Status: New 17. Refer to the above data. The value for Z is: A) -5. B) + 5. C) -10. D) zero.

Type: T Topic: 4 E: 376 MI: 132 70. Refer to the above data. What level of total utility will the utility-maximizing consumer realize? A) 96 utils B) 108 utils C) 72 utils D) 142 utils

Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of _____. A) chunking B) maintenance rehearsal C) zipping D) minimizing E) conditioning

What are the two basic forms of conditioned learning? A) classical and operant B) classical and iconic C) iconic rote and modeling D) analogy and metaphor E) positive and negative

What is the most common measurement approach to measuring self-concept? A) semantic differential B) Likert items C) 100-point constant-sum scale D) nominal variables E) open-ended questions

When Honda introduced its Odyssey mini-van, its advertising merely claimed, "It's the Honda of mini-vans." This is an example of _____. A) brand leverage B) brand generalization C) brand discrimination D) brand substitute E) brand complement

Which component of memory is also referred to as working memory and is that portion of total memory that is currently activated or in use? A) short-term memory B) long-term memory C) primary memory D) secondary memory E) transient memory

Which dimension of self-concept refers to the individual's perception of who I am now? A) actual self-concept B) ideal self-concept C) private self-concept D) social self-concept E) present self-concept

Which of the following is NOT a specific learning theory? A) schematic B) operant C) iconic rote D) vicarious/modeling E) reasoning/analogy

Which of the following is a major PRIZM social group? A) urban B) family life C) mature years D) younger years E) all of the above

Which of the following is a situational factor affecting attention? A. programinvolvement B. ability C. motivation D. repetition E. isolation

Which of the following is considered an individual factor affecting attention? A. motivation B. intensity C. clutter D. attractiveness E. isolation

Which of the following is one of the shopping lifestyle segments based on consumer shopping motives? A) Enthusiasts B) Junkies C) Proud Patrons D) Fantasists E) all of the above

Which of the following statements is FALSE regarding situational factors affecting attention? A. Motivation and ability are two major situational factors affecting attention. B. In advertising, consumers pay less attention to a commercial in a large cluster of commercials than they do to one in a smaller set. C. Clutter represents the density of stimuli in the environment. D. Program involvement refers to how interested viewers are in the program or editorial content surrounding the ads. E. Clutter and program involvement are two major situational factors affecting attention.

Which segment of shoppers is primarily motivated by value, not fun and adventure? A) Minimalists B) Enthusiasts C) Traditionalists D) Gatherers E) Providers

Which type of memory is characterized by the conscious recollection of an exposure event? A) explicit memory B) schematic memory C) implicit memory D) constructed memory E) concrete memory

Which type of memory structure is a complex web of associations? A) schema B) image C) script D) iconic E) conceptual

Which type of processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations? A) imagery processing B) mental processing C) episodic processing D) transient processing E) conditioned processing

With respect to the specific lifestyle scheme developed by Porsche, which segment of consumers is ambitious and driven, values power and control, and expects to be noticed? A) Top Guns B) Elitists C) Proud Patrons D) Bon Vivants E) Fantasists

_____ attempts to create an association between a response (e.g., buying a brand) and some outcome (e.g., satisfaction) that serves to reinforce the response. A) Operant conditioning B) Iconic rote conditioning C) Classical conditioning D) Modeled conditioning E) Vicarious conditioning

_____ is the total accumulation of prior learning experiences. A) Memory B) Brand image C) Brand equity D) Information processing E) Positioning

_____ occurs when a response to one stimulus is elicited by a similar but distinct stimulus. A) Stimulus generalization B) Stimulus reasoning C) Stimulus discrimination D) Stimulus contrasting E) Stimulus identification

_____ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing. A. Attention B. Perception C. Exposure D. Interpretation E. Selection

_____ refers to the schematic memory of a brand. A) Brand image B) Brand equity C) Brand leverage D) Brand position E) Brand benefit

Type: A E: 389 MI: 145 Status: New 162. (Consider This) A topographical map shows successively higher equal-elevation lines, whereas an indifference map shows successively higher levels of total: A) utility. B) revenue. C) profit. D) cost.

When considering consumers' ideal levels of performance on attributes when using a multiattribute attitude model, which attitude index is best?

A. 0

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

A. aesthetic appeal

Why are the SAM and adSAM measures effective across cultures?

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

Segmenting consumers on the basis of their most important attribute or attributes is called _____.

A. benefit segmentation

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

A. change beliefs

Simply presenting a brand to an individual on a large number of occasions might make the individual's attitude toward the brand more positive is known as _____.

A. mere exposure

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

A. multiattribute attitude model

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

A. source credibility

Advertisements and packages for Kellogg's Smart Start breakfast cereal include the seal of the American Heart Association, indicating that it is a hearty-healthy choice. This seal can influence consumers to purchase this brand because the American Heart Association has a reputation of trustworthiness and expertise. The seal appearing on packages and in advertisements represents a _____.

A. third-party endorsement

_____ refers to the possibility and ease with which information can be recovered from long-term memory.

Accessibility

self expression motivation

Action-oriented consumers that strive to express their individuality through their choices and purchase experiences are driven by which primary motivation? A) ideals motivation B) achievement motivation C) self-expression motivation D) realist motivation E) focused motivation

the values underlying extreme sports are very different from those of traditional team sports

American Sports Data, Inc., which examines trends in sports, found that _____. A) traditional sports are becoming more popular B) team sports are rooted in "fierce individualism" C) the values underlying extreme sports are very different from those of traditional team sports D) extreme sports were experiencing a growing fan base particularly among young women E) extreme sports are just a fad

peak experience

Which of the following is true?

Any kind of duplicate insurance coverage is a bad idea

psychographics

Attempts to develop quantitative measures of lifestyle were initially referred to as _____, and is a term that is frequently used interchangeably with lifestyle. A) demographics B) lifeographics C) household life cycle D) psychographics E) personality

Which stage of processing occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing?

Attention

Jordana and Heidi's refrigerator stopped working. They either have to buy an expensive new one or pay an exorbitant amount to get their current refrigerator repaired--but they would rather take a vacation with their savings. Which motivation conflict are they facing?

Avoidance-avoidance

Type: A Topic: 3 E: 377 MI: 133 44. Ben is exhausting his money income consuming products A and B in such quantities that MUa/Pa = 5 and MUb/Pb = 8. Ben should purchase: A) more of A and less of B. C) more of both A and B. B) more of B and less of A. D) less of both A and B.

Type: A Topic: 5 E: 381 MI: 137 84. Most economists contend that: A) noncash transfers are more efficient than cash transfers. B) noncash transfers are less efficient than cash transfers. C) noncash and cash transfers are equally efficient. D) government can assess consumer preferences better than can consumers themselves.

Type: D Topic: 2 E: 375 MI: 131 21. The law of diminishing marginal utility states that: A) total utility is maximized when consumers obtain the same amount of utility per unit of each product consumed. B) beyond some point additional units of a product will yield less and less extra satisfaction to a consumer. C) price must be lowered to induce firms to supply more of a product. D) it will take larger and larger amounts of resources beyond some point to produce successive units of a product.

Type: D Topic: 3 E: 376 MI: 132 60. The theory of consumer behavior assumes that consumers attempt to maximize: A) the difference between total and marginal utility. B) total utility. C) average utility. D) marginal utility.

Type: G Topic: 4 E: 378-379 MI: 134-135 74. Refer to the above table and graph. Suppose that the price of X falls from $2 to $1, while the price of Y remains at $4. Which of the following represents the demand curve for X? A) D1 B) D2 C) D3 D) D4

Type: G Topic: 8 E: 389 MI: 145 144. Refer to the above diagram where xy is the relevant budget line and I1 , I2, and I3 are indifference curves. Point M : A) is the consumer's equilibrium position. B) is unobtainable. C) is inferior to point N . D) entails the highest attainable level of total utility.

158. Refer to the above diagram. Suppose the budget line shifts so that the consumer's equilibrium changes from point A to point B. This means that the: A) price of Y has increased. C) price of X has increased. B) price of Y has decreased. D) consumer's money income has increased.

A local car dealership advertises quite frequently on local broadcast and cable television, and it seems as though the man in the ad is always yelling for consumers to "Come on down, you'll be glad you did!" This car dealership uses the same type of ad over and over even though the specific information changes, and consumers tend to shut out the message, evaluate it negatively, or disregard it. John is so sick of these ads that he instantly changes the channel when one comes on. This is an example of _____. A) zipping B) advertising wearout C) interference D) pulsing E) poor positioning

A market researcher asked Carl about his recollection of a specific exposure event, such as seeing an advertisement, or experience, such as driving or riding in an Acura automobile, which was the brand the researcher was interested in. While Carl could not recall a specific ad and has never traveled in an Acura, he seemed to "know" quite a bit about this brand. Carl described the brand as "reliable," "high-performance," "luxury," and "expensive." Which type of memory does this represent? A) explicit memory B) implicit memory C) scripted memory D) suppressed memory E) subliminal memory

Any change in the content or organization of long-term memory or behavior is known as _____. A) marketing B) learning C) cognition D) information processing E) repositioning

Attention generally _____ across repeated exposures, and repetition often _____ recall. a. increases; decreases b. decreases; increases c. remains constant; decreases d. remains constant; increases e. increases; increases

Bob is a consumer that strives for a clear social position and is strongly influenced by the actions, approval, and opinions of others. He drives an expensive automobile, and only buys brands of clothing that are considered "status symbols." Which primary motivation is driving Bob's behavior? A) ideals motivation B) achievement motivation C) self-expression motivation D) realist motivation E) focused motivation

Brands in the schematic memory that come to mind (are recalled) for a specific problem or situation are known as the _____. A) preferred set B) evoked set C) priority set D) accessible set E) primary set

Carla and her family lost their home and everything in it in to a fire. People would console her by saying that at least her family was not harmed and that everything else can be replaced. She would reply, "I know it was just stuff, but it was our stuff and was special to us." This is reflecting Carla's _____. A) self-concept B) extended self C) past self D) ideal self E) personal self

Charles was examining his perception of himself as whom he would like to be. Charles is examining his _____. A) actual self-concept B) ideal self-concept C) private self-concept D) social self-concept E) present self-concept

Consumers driven by which primary motivation strive for a clear social position, are strongly influenced by the actions, approval, and opinions of others, and tend to purchase status symbols? A) ideals motivation B) achievement motivation C) self-expression motivation D) realist motivation E) focused motivation

High-involvement learning often involves _____. A) classical conditioning B) analytical reasoning C) iconic rote learning D) all of the above E) none of the above

Individuals with which type of self-concept are more likely to engage in home and domestic-related activities and entertainment including cooking at home and from scratch? A) independents B) interdependents C) self-monitors D) idealists E) doers

Learning a concept or the association between two or more concepts in the absence of conditioning is known as _____. A) operant learning B) iconic rote learning C) vicarious learning D) modeling E) analytical reasoning

Leslie was participating in a market research study, and she was asked to list all of the brands of computer printers that come to her mind. She listed HP, Epson, and Lexmark. These brands represent Leslie's _____. A) preferred set B) evoked set C) priority set D) accessible set E) primary set

Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' _____. A) brand equity B) brand image C) brand leverage D) brand position E) brand identity

Many store brands use packaging and labeling that is similar to the more expensive national brand. The hope is that the look-alike package will elicit a similar response in consumers that encourages them to purchase the cheaper store brand. This is an example of _____. A) stimulus discrimination B) stimulus generalization C) stimulus confusion D) stimulus similarity E) stimulus deception

The more often a response is reinforced, the more likely it will be repeated in the future as consumers learn that the response is associated with a positive outcome is the basic premise of which type of learning? A) classical conditioning B) operant conditioning C) iconic learning D) vicarious learning E) reinforced learning

Type: A Topic: 1 E: 372-373 MI: 128-129 6. If steak is a normal good and its price rises: A) the amount purchased may either increase or decrease depending on the relative importance of the income and substitution effects. B) both the income and substitution effects suggest that less will be purchased. C) the substitution effect suggests more will be purchased, but the income effect suggests less will be purchased. D) the income effect suggests more will be purchased, but the substitution effect suggests less will be purchased.

Type: A Topic: 1 E: 373 MI: 129 3. If the price of a product falls, that product becomes cheaper and people will want to purchase more of it in place of other goods. This statement best describes: A) the income effect. B) the substitution effect. C) a complementary good. D) an inferior good.

Type: A Topic: 2 E: 375 MI: 131 23. If the price of product X rises, then the resulting decline in the amount purchased will: A) necessarily increase the consumer's total utility from his total purchases. B) increase the marginal utility of this good. C) increase the total utility from purchases of this good. D) reduce the marginal utility of this good.

Type: A Topic: 3 E: 376 MI: 132 38. To maximize utility a consumer should allocate money income so that the: A) elasticity of demand on all products purchased is the same. B) marginal utility obtained from the last dollar spent on each product is the same. C) total utility derived from each product consumed is the same. D) marginal utility of the last unit of each product consumed is the same.

Type: A Topic: 3 E: 376 MI: 132 58. An increase in the price of product A will: A) increase the marginal utility per dollar spent on A. B) decrease the marginal utility per dollar spent on A. C) not affect the marginal utility per dollar spent on A. D) cause utility-maximizing consumers to buy more of A.

Type: A Topic: 3 E: 376-377 MI: 132-133 61. When a consumer is maximizing total utility, A) the average utility from each dollar spent is the same. B) total utility cannot be increased by reallocating expenditures among various products. C) the total utility obtainable from each product is at a maximum. D) the marginal utility of the last unit of each product purchased is zero.

Type: A Topic: 3 E: 376-377 MI: 132-133 62. When a consumer shifts purchases from product X to product Y the marginal utility of: A) X falls and the marginal utility of Y rises. C) both X and Y rises. B) X rises and the marginal utility of Y falls. D) both X and Y falls.

Type: A Topic: 3 E: 377 MI: 133 45. The marginal utility of the last unit of A consumed is 12 and the marginal utility of the last unit of B consumed is 8. What set of prices for A and B respectively would be consistent with consumer equilibrium? A) $4 and $6 B) $6 and $4 C) $8 and $12 D) $16 and $9

Type: A Topic: 3 E: 378 MI: 134 47. A consumer is maximizing her utility with a particular money income when: A) the total utility derived from each product consumed is the same. B) MUa/Pa = MUb/Pb = MUc/Pc = ... = MUn/Pn. C) MUa = MUb = MUc = ... = MUn. D) Pa = Pb = Pc = ... = Pn.

Type: A Topic: 3 E: 378 MI: 134 54. If MUa/Pa = 100/$35 = MUb/Pb = 300/? = MUc/Pc = 400/?, the prices of products b and c in consumer equilibrium: A) cannot be determined from the information given. B) are $105 and $140 respectively. C) are $105 and $175 respectively. D) are $100 and $200 respectively.

Type: A Topic: 4 E: 379 MI: 135 67. A consumer's demand curve for a product is downsloping because: A) total utility falls below marginal utility as more of a product is consumed. B) marginal utility diminishes as more of a product is consumed. C) time becomes less valuable as more of a product is consumed. D) the income and substitution effects precisely offset each other.

Type: A Topic: 5 E: 380 MI: 136 79. Consumer demand for DVDs has increased over time because the price of DVD players has: A) decreased, and DVD players and video cassette players are substitute goods. B) decreased, and DVD players and video cassette players are complementary goods. C) increased, and DVD players and video cassette players are substitute goods. D) increased, and DVD players and video cassette players are complementary goods.

Type: A Topic: 5 E: 380 MI: 136 81. The diamond-water paradox occurs because: A) the price of a product is related to its total utility, not its marginal utility. B) the price of a product is related to its marginal utility, not its total utility. C) water is, in fact, very scarce in certain regions of the world. D) diamonds are more useful than water.

Type: A Topic: 5 E: 380 MI: 136 82. "Essential" water is cheaper than "nonessential" diamonds because: A) new industrial uses for diamonds have been discovered. B) the supply of water is great relative to demand and the supply of diamonds is small relative to demand. C) although the total utility of diamonds is greater, their marginal utility is small. D) the supply of diamonds is great relative to demand and the supply of water is small relative to demand.

Type: A Topic: 5 E: 381 MI: 137 86. Noncash gifts: A) increase the utility of recipients by introducing them to products they have not consumed before. B) reduce recipient utility relative to a cash gift because noncash gifts often fail to match recipient preferences. C) entail as much utility as do cash gifts. D) increase the utility of recipients because many people are uncertain of their own preferences.

Type: A Topic: 6 E: 386 MI: 142 125. The slope of a budget line reflects the: A) elasticity of demand for the two products. C) amount of the consumer's income. B) price ratio of the two products. D) utility ratio of the two products.

Type: A Topic: 6 E: 386-387 MI: 142-143 112. Increases in product prices shift the consumer's: A) budget line to the right. C) indifference curves to the left. B) budget line to the left. D) indifference curves to the right.

Type: A Topic: 6 E: 387 MI: 143 114. A change in the slope of a budget line is solely the result of a change in: A) consumer preferences. C) money income. B) the price of one or both goods. D) the marginal rate of substitution.

Type: C Topic: 6 E: 386-387 MI: 142-143 120. The movement of the budget line from BB to bb in the above figure suggests that income has: A) increased and the price of X has decreased. B) fallen and the price of Y has increased. C) fallen and the price of X has decreased. D) decreased but there have been no price changes.

Type: D Topic: 2 E: 373 MI: 129 24. Marginal utility is the: A) sensitivity of consumer purchases of a good to changes in the price of that good. B) change in total utility obtained by consuming one more unit of a good. C) change in total utility obtained by consuming another unit of a good divided by the change in the price of that good. D) total utility associated with the consumption of a certain number of units of a good divided by the number of units consumed.

Type: D Topic: 6 E: 386 MI: 142 106. The budget line shows: A) the amount of product A that a consumer is willing to give up to obtain one more unit of product B. B) all possible combinations of two goods that can be purchased, given money income and the prices of the goods. C) all equilibrium points on an indifference map. D) all possible combinations of two goods that yield the same level of utility to the consumer.

Type: D Topic: 6 E: 386 MI: 142 124. Other things equal, an increase in a consumer's money income: A) shifts her indifference curves rightward because she can now satisfy more of her wants. B) shifts her budget line rightward because she can now purchase more of both products. C) will be subject to the substitution effect, but not the income effect. D) will not alter the location of consumer equilibrium.

Type: D Topic: 6 E: 386 MI: 142 126. If the price of A is $12 and the price of B is $3, the budget line tells us that a consumer in effect can trade: A) 12 units of A for 3 of B. C) 1 unit of A for 3 of B. B) 1 unit of A for 4 of B. D) 1 unit of B for 4 of A.

Type: D Topic: 7 E: 387 MI: 143 135. An indifference curve: A) may be either upsloping or downsloping, depending on whether the two products are complements or substitutes. B) is downsloping and convex to the origin. C) is upsloping and has a constant slope. D) is downsloping and concave to the origin.

Type: F Topic: 2 E: 373 MI: 129 Status: New 10. Utility: A) is synonymous with usefulness. C) is easy to quantify. B) is want-satisfying power. D) rarely varies from person to person.

Type: G Topic: 2 E: 374 MI: 130 27. Refer to the above diagram. The marginal utility of the third unit of X is: A) 5. B) 4. C) 2. D) 1.

Type: G Topic: 2 E: 374 MI: 130 31. Refer to the above diagram. Marginal utility: A) increases at an increasing rate. B) becomes zero at 4 units of output. C) is found by dividing total utility by the number of units purchased. D) cannot be calculated from the total utility information.

Type: G Topic: 6 E: 386 MI: 142 117. The budget line shift from ab to cd in the above figure is consistent with: A) decreases in the prices of both M and N . B) an increase in the price of M and a decrease in the price of N . C) a decrease in money income. D) an increase in money income.

Type: G Topic: 8 E: 389 MI: 145 145. Refer to the above diagram where xy is the relevant budget line and I1 , I2, and I3 are indifference curves. At point K: A) MUx = MUy. B) MRS = Px/Py. C) MRS = Py/Px. D) Px exceeds Py.

Type: G Topic: 8 E: 390 MI: 146 146. AA is Al's indifference curve and BB is Betty's. Al and Betty have the same budget line, LL. This information implies that: A) Al's demand for X is stronger than Betty's. B) Al's demand for Y is stronger than Betty's. C) Al and Betty have the same demand for both products. D) Al will buy some of X, but Betty will not.

Type: G Topic: 8 E: 390 MI: 146 159. Refer to the above diagram. The budget line shift that moves the consumer's equilibrium from point A to point B suggests: A) an increase in the demand for product X . C) no change in the demand for product X . B) a decrease in the demand for product X . D) that X is an inferior good.

Type: T Topic: 2 E: 373-374 MI: 129-130 Status: New 16. Refer to the above data. The value for W is: A) 15. B) 20. C) 25. D) 30.

Type: T Topic: 4 E: 379 MI: 135 72. Refer to the above data. Which of the following represents the demand schedule for X?

Vanity Fair, the makers of Lee jeans, learned from market research that young men perceived the brand as for women. As a result, they developed an advertising campaign targeted to young men and used Buddy Lee, which is a little doll in dungarees that is portrayed as "cool," to alter this market's perception of this brand. Vanity Fair's deliberate decision to significantly alter the way the market views its brand is an example of _____. A) product positioning B) product repositioning C) brand extension D) brand leveraging E) brand revival

What are two important long-term memory structures? A) primary and secondary B) schema and scripts C) semantic and conceptual D) conceptual and imagery E) iconic and vicarious

What is the premise underlying geo-demographic analyses? A) Age is the primary factor influencing lifestyle. B) Lifestyle, and thus consumption, is largely driven by demographic factors. C) Lifestyle, and thus consumption, is largely driven by education. D) Lifestyle cannot be measured, that is why geographic and demographic variables are analyzed. E) Lifestyle, and thus consumption, is based on primary motivations and resources.

When consumers do not directly experience a reward or punishment to learn but instead observe the outcomes of others' behaviors and adjust their own accordingly, which type of learning has occurred? A) operant learning B) vicarious learning C) shaping D) analytical reasoning E) iconic rote learning

Which VALS segment of consumers is style conscious and trendy, has limited education, narrow interests, and money defines success for them? A) Experiencers B) Strivers C) Survivors D) Makers E) Believers

Which dimension of self-concept refers to the individual's perception of who I would like to be? A) actual self-concept B) ideal self-concept C) private self-concept D) social self-concept E) future self-concept

Which global lifestyle segment values duty, tradition, faith, obedience, and respect for elders? A) Strivers B) Devouts C) Altruists D) Intimates E) Creatives

Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts? A) imagery B) concepts C) episodes D) semantics E) schema

Which of the following is NOT a step in the information-processing model? A. exposure B. comparison C. attention D. interpretation E. memory

Which of the following is an ability factor related to attention that may require less attention to the brand's ads by an individual due to that individual's high existing knowledge? A. involvement B. brand familiarity C. brand equity D. contrast

Which of the following is considered a stimulus factor affecting attention? A. clutter B. position C. motivation D. ability E. alloftheabove

Which of the following statements is FALSE regarding self-concept and culture? A) The self-concept is important in all cultures. B) Those aspects of the self that are most valued and most influence consumption and other behaviors do not vary across cultures. C) An independent construal of the self is based on the predominant Western cultural belief that individuals are inherently separate. D) An interdependent construal of the self is based on the common Asian cultural belief in the fundamental connectedness of human beings. E) all of the above are true

Which portion of total memory is devoted to permanent information storage? A) short-term memory B) long-term memory C) primary memory D) secondary memory E) established memory

Which type of conditioning requires that consumers first engage in a deliberate behavior (i.e., trying the product) and come to understand its power in predicting positive outcomes that serve as reinforcement? A) classical conditioning B) operant conditioning C) iconic conditioning D) vicarious conditioning E) reinforced conditioning

Which type of learning encompasses all the mental activities of humans as they work to solve problems or cope with situations? A) conditioning B) cognitive learning C) affective learning D) shaping E) conscious learning

Which type of memory is viewed as an unlimited, permanent storage that can store numerous types of information such as concepts, decision rules, processes, affective (emotional) states, and so forth? A) short-term memory B) long-term memory C) primary memory D) secondary memory E) episodic memory

Which type of reasoning allows consumers to use an existing knowledge base to understand a new situation or object? A) operant reasoning B) analogical reasoning C) cognitive reasoning D) affective reasoning E) conscious reasoning

_____ indicates motivation or interest in a specific product category, and it can be temporary or enduring. A. Ability B. Product involvement C. Cognition D. Focused attention E. Interest

_____ is separating a stimulus object from other objects. A. Positioning B. Isolation C. Formatting D. Contrasting E. Lateralization

Type: A E: 375 MI: 131 Status: New 89. (Consider This) Unlike newspaper dispensing devices, soft drink dispensing machines do not permit people to take more than one can or bottle with each payment. The reason is that the: A) opportunity cost of additional cans or bottles of soft drink increase very rapidly. B) marginal utility of extra soft drink cans or bottles declines slowly, particularly because they are storable and can be consumed later. C) marginal utility of extra soft drink cans or bottles declines quite rapidly. D) opportunity cost of additional cans or bottles of soft drink increase very slowly.

Type: A Topic: 2 E: 373 MI: 129 26. Total utility may be determined by: A) multiplying the marginal utility of the last unit consumed by the number of units consumed. B) summing the marginal utilities of each unit consumed. C) multiplying the marginal utility of the last unit consumed by product price. D) multiplying the marginal utility of the first unit consumed by the number of units consumed.

Type: A Topic: 6 E: 386 MI: 142 131. Assume the price of product Y (the quantity of which is on the vertical axis) is $15 and the price of product X (the quantity of which is on the horizontal axis) is $3. Also assume that money income is $60. The absolute value of the slope of the resulting budget line: A) is 5. B) is 1/5. C) is 4. D) is 20.

The source of a communication represents _____.

B. "who" delivers the message

Which of the following statements adequately reflects the concept of attitude component consistency?

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

_____ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms.

B. Message framing

The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant by changing the affective component of their attitude. Which of the following is an appropriate approach to achieve this objective?

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

Which of the following is true regarding value-expressive versus utilitarian appeals?

B. Utilitarian appeals are most effective for functional products.

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

B. affective

SAM (Self-Assessment Manikin) is used to assess which component of attitude?

B. affective

Mitch likes Toyota automobiles because he thinks they have the highest reliability of all automobiles. His belief about Toyota's reliability represents which component of Mitch's attitude?

B. cognitive

Which component of attitudes consists of a consumer's beliefs about an object?

B. cognitive

Attitude components tend to be _____.

B. consistent

_____ is the first strategy a loyal consumer uses when their favorite brand is attacked with negative information.

B. discrediting

For which type of products can affect, emotions, and Aad play a role in more conscious, high-involvement settings?

B. hedonic products

Toyota offers a hybrid version of its popular Highlander mid-sized SUV. The advertising for this car features the positive benefits of owning a hybrid, but it fails to mention that the Hybrid is considerably more expensive than the conventional version of the model. This is an example of a(n) _____.

B. one-sided message

Advertisements or sales messages in which only one point of view is expressed are referred to as _____.

B. one-sided messages

Changing behavior prior to changing affect or cognition is based primarily on _____.

B. operant conditioning

. Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert?

B. sponsorship

Online marketers attempt simulate "touch" by creating a(n) _____.

B. virtual direct experience

The recipient of assets passed on from the death of a friend or relative

Beneficiary

Match the branding strategies (in the left column) to their descriptions (in the right column).

Brand extension: This involves an existing brand extending to a new category with the same name. Co-branding: This involves an alliance wherein two brands are combined in a single product.

What three conclusions have researchers reached about brand personality?

Brand personalities are often the basis for a long-term relationship with the brand. Brand personalities create expectations about key brand characteristics. Consumers readily assign human characteristics to brands.

Type: A Topic: 6 E: 386-387 MI: 142-143 119. If money income increases and the prices of products A and B both increase, then the budget line: A) must shift to the right. B) must shift to the left. C) may shift either to the right or the left. D) will no longer be tangent to an indifference curve.

Type: A Topic: 7 E: 387 MI: 143 141. Indifference curve analysis: A) presumes, as does utility analysis, that satisfaction is numerically measurable. B) presumes, unlike utility analysis, that satisfaction is numerically measurable. C) presumes only that the consumer can say one combination of two goods yields more or less utility than some other combination. D) is in conflict with the idea of a downsloping demand curve.

Type: D Topic: 6 E: 386 MI: 142 116. The shift of the budget line from cd to ab in the above figure is consistent with: A) decreases in the prices of both M and N . B) an increase in the price of M and a decrease in the price of N . C) a decrease in money income. D) an increase in money income.

Type: G Topic: 6 E: 386-387 MI: 142-143 109. Refer to the budget line shown in the diagram above. Given the same money income, reductions in the prices of both products C and D will: A) shift the budget line outward on the horizontal axis, but leave it anchored at "10" on the vertical axis. B) shift the budget line to the left. C) shift the budget line to the right. D) have no effect on the budget line.

Type: G Topic: 8 E: 386 MI: 142 154. If a consumer chooses a combination of goods that lies inside of her budget line, the consumer: A) is maximizing utility. B) is spending in excess of her current income. C) could obtain more goods with her money income. D) has upsloping indifference curves.

40. Mrs. Green is spending all her money income by buying bottles of soda and bags of pretzels in such amounts that the marginal utility of the last bottle is 60 utils and the marginal utility of the last bag is 30 utils. The prices of soda and pretzels are $.60 per bottle and $.40 per bag respectively. It can be concluded that: A) the two commodities are substitute goods. B) Mrs. Green should spend more on pretzels and less on soda. C) Mrs. Green should spend more on soda and less on pretzels. D) Mrs. Green is buying soda and pretzels in the utility-maximizing amounts.

50. Assume MUc and MUd represent the marginal utility that a consumer gets from products C and D, the respective prices of which are Pc and P d. The consumer will increase his total utility from a specific money outlay by spending more on C and less on D if initially: A) MUd < MUc B) C) D) MUc > MUd

A message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it is called a(n) _____ stimulus. A. subversive B. sublingual C. lateralized D. subliminal E. unfocused

A television commercial for Senseo brand of coffee maker that can make coffee similar to what consumers purchase at coffee shops (e.g., Starbucks) encourages viewers to remember the experience of drinking their favorite coffee drinks at these types of shops. This coffee maker allows consumers to experience that sensation at home. What is this marketer trying to encourage? A) maintenance rehearsal B) chunking C) elaborative activities D) conceptualization E) conditioning

Anything that increases the likelihood that a given response will be repeated in the future is considered _____. A) punishment B) a reward C) reinforcement D) a conditioned stimulus E) an operant

Barbara derives the meaning of herself from her relationships with her family. She has never sought a career of her own, and she is most happy when she is "taking care of someone." If her grandchildren do not like what is prepared for dinner, she will make them something else. Which type of self-concept does Barbara have? A) role-based self-concept B) individual self-concept C) interdependent self-concept D) independent self-concept E) connected self-concept

Barry decided he needs a new car, so he started looking at commercials on television and ads in magazines as well as visiting several websites. What type of exposure does this represent? A. involuntary B. nonvoluntary C. voluntary D. selective E. considered

Before doing most things, Erin considers what others will think of her actions and how her behavior will affect them. Others' opinions and feelings really matter to her, more so than most people she knows. Erin is an example of a(n) _____. A) independent B) thinker C) high self-monitor D) low self-monitor E) conspicuous consumer

Carl is young and single. He has a high school education and works at a construction job. He lives in a tiny apartment. Even though he doesn't have a high income, he tries to live an active life attending sporting events, and sometimes he brings a date with him. He eats fast food almost every day and likes to go fishing on his days off. To which PRIZM group does Carl belong? A) Young Digerati B) Bohemian Mix C) Young & Rustic D) Big Fish, Small Pond E) Minimalists

Carmen was participating in a psychographic study, and several questions pertained to activities and interests. Questions regarding this aspect of lifestyle include which of the following? A) evaluative statements about other people, places, ideas, products, and so forth B) widely held beliefs about what is acceptable or desirable C) nonoccupational behaviors to which consumers devote time and effort, such as hobbies, sports, public service, and church D) age, education, income, occupation, family structure, ethnic background, gender, and geographic location E) specific media the consumers utilize

Consumers who place heavy weight on the opinions and feelings of others are called _____. A) independents B) interdependents C) high self-monitors D) low self-monitors E) conspicuous consumers

Donald has just learned that he has Type II diabetes, so he wants to learn as much as he can to manage his health. He reads health magazines, visits health-related Web sites, and reads product nutrition and ingredient information on packages. Donald's strength of learning is most likely to be strong due to which factor that affects the strength of learning? A) mood B) punishment C) importance D) repetition E) dual coding

For which type of product is self-image congruity likely to matter more? A) vacuum B) laundry detergent C) perfume D) paper towel E) lawn mower

High-involvement learning often involves _____. A) classical conditioning B) iconic rote learning C) operant conditioning D) all of the above E) none of the above

How did Johnson & Johnson hope to reposition St. Joseph's Aspirin? A) as the best source of arthritis pain relief in adults B) as the best source of pain relief in children C) as the best source for a low-dosage aspirin regime to reduce the risk of heart attacks and strokes in adults D) as the best source of fever reduction in children E) as the best source of pain relief in adult migraine headache sufferers

In conditioned learning, forgetting is often referred to as _____. A) decay B) deconditioning C) extinction D) failure E) retrieval failure

Individuals with which type of self-concept tend to be obedient, sociocentric, holistic, connected, and relation oriented? A) group self-concept B) individual self-concept C) interdependent self-concept D) independent self-concept E) connected self-concept

Jennifer sees herself as a loving, caring mother and wife. She also sees herself as an accomplished professional. Finally, she sees herself as a good citizen and devoutly religious person who takes the concerns of others seriously and tries to make the world a better place for those less fortunate than she and her family. This totality of Jennifer's thoughts and feelings about herself is known as her _____. A) inner peace B) inner self C) self-concept D) personal identity E) self-identity

Kerri is searching within herself and trying to determine how she would like to be to herself. Kerri is seeking her _____. A) actual self-concept B) ideal self-concept C) private self-concept D) social self-concept E) present self-concept

Marty is an action-oriented consumer, and he strives to express his individuality through his choices. He purchases products and services for the experience they can provide him rather than what they might say about him to others. Which primary motivation is guiding Marty's behavior? A) ideals motivation B) achievement motivation C) self-expression motivation D) realist motivation E) focused motivation

Rod purchased Porsche to satisfy himself, not to impress others. He sees this car as a reward for his hard work. To which segment of Porsche owners does Rod belong? A) Top Guns B) Elitists C) Proud Patrons D) Bon Vivants E) Fantasists

Ron owns a small retail establishment and is seeking your advice regarding getting shoppers' attention in the store. What should you recommend to Ron to help him get shoppers' attention? A. Ron should use cool colors, such as blues and grays, for displays. B. Ron should not use large displays because that can overwhelm shoppers. C. Ron should use warm colors, such as reds and yellows, because they are more arousing than cool colors. D. Ron should use displays with as much information as possible because shoppers will be able to attend to all of it. E. Ron should not use displays with moving parts because they will distract shoppers.

Self-concepts have been categorized into two types, which are _____. A) primary and secondary B) manifest and latent C) independent and interdependent D) yin and yang E) direct and indirect

Sometimes consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way, which is an effect referred to as _____. A) noise B) echoic memory C) interference D) clutter E) memory failure

Technographics is a technology segmentation scheme that examines lifestyle segments across such technologies and activities as online access, PC ownership, instant messaging, and shopping online. Which of the following is one of these segments? A) Achievers B) Innovators C) Handshakers D) Minimalists E) Enthusiasts

The accessibility effect for brands is called _____. A) episodic awareness B) conceptual awareness C) top-of-mind awareness D) operant learning E) conditioned response

The capacity of STM is thought to be in the range of _____ bits of information. A) 1 to 2 B) 3 to 5 C) 5 to 9 D) 10 to 14 E) 15 to 20

The tendency of an owner to evaluate an object more favorably than a nonowner is called the _____. A) personal bias effect B) personal relevance effect C) mere ownership effect D) possessive effect E) mere exposure effect

Type: A E: 382 MI: 138 91. (Last Word) Most people do not steal because: A) the marginal utilities of stolen goods diminish as more of them are obtained. B) the marginal utilities of stolen goods are negative. C) their marginal costs, including guilt costs, are too high. D) stolen goods can be sold only at deep discounts.

Type: A Topic: 2 E: 373-374 MI: 129-130 33. Where total utility is at a maximum, marginal utility is: A) negative. B) positive and increasing. C) zero. D) positive but decreasing.

Type: A Topic: 2 E: 373-374 MI: 129-130 35. Which of the following is correct? A) There is no firm mathematical relationship between marginal utility and total utility. B) Total utility is equal to the change in marginal utility from consuming an additional unit of a product. C) If marginal utility is diminishing and is a positive amount, total utility will increase. D) If marginal utility is diminishing, total utility must also be diminishing.

Type: A Topic: 2 E: 373-374 MI: 129-130 Status: New 12. Brenda says, "You would have to pay me $50 to attend that pro wrestling event." For Brenda, the marginal utility of the event is: A) zero. B) positive, but declines rapidly. C) negative. D) positive, but less than the ticket price.

Type: A Topic: 2 E: 374 MI: 130 22. The first Pepsi yields Craig 18 units of utility and the second yields him an additional 12 units of utility. His total utility from three Pepsis is 38 units of utility. The marginal utility of the third Pepsi is: A) 26 units of utility. B) 6 units of utility. C) 8 units of utility. D) 38 units of utility.

Type: A Topic: 3 E: 376 MI: 132 57. Refer to the above data. What level of total utility does the consumer realize in equilibrium? A) 87 utils B) 114 utils C) 51 utils D) 58 utils

Type: A Topic: 3 E: 376-377 MI: 132-133 49. If a rational consumer is in equilibrium, which of the following conditions will hold true? A) MUa = MUb = MUc = ... = MUn. B) The marginal utility of each good purchased will be zero. C) The marginal utility of the last dollar spent on each good purchased will be the same. D) The total utility obtained from each good purchased will be the same.

Type: A Topic: 3 E: 376-377 MI: 132-133 63. Sam decides to buy a $75 ticket to a particular New York professional hockey game rather than a $50 ticket for a particular Broadway play. We can conclude that Sam: A) is relatively unappreciative of the arts. B) obtains more marginal utility from the play than from the hockey game. C) has a higher "marginal utility to price ratio" for the hockey game than for the play. D) has recently attended several other Broadway plays.

Type: A Topic: 3 E: 377 MI: 133 59. Rosenbaum is purchasing products C and D in utility-maximizing amounts. If the price of C is $4 and the price of D is $2, then: A) the marginal utility of D is twice that of C. B) the marginal utility of D is the same as that of C. C) the marginal utility of C is twice that of D. D) the marginal utility of C is four times that of D.

Type: A Topic: 5 E: 380 MI: 136 78. Which of the following has been a significant factor in DVDs replacing video cassettes (VCs) in the retail home video market? A) DVDs are now less than one-half the price of VCs. B) A scarcity of production capacity has curtailed the manufacture of VCs. C) Most consumers perceive DVD sound and video reproduction to be of higher quality. D) The price of DVD players has increased dramatically.

Type: A Topic: 5 E: 380-381 MI: 136-137 75. Some modern theories of consumer behavior have: A) emphasized that consumption is basically an instantaneous act. B) contended that in the MUx/Px = MUy/Py equation MU is understated for time-intensive goods. C) introduced the opportunity cost of time as a component of product price. D) argued that inflationary expectations negate the theory of consumer behavior.

Type: A Topic: 5 E: 381 MI: 137 85. Which of the following statements is correct? A) Both cash and noncash gift-giving cause value losses. B) Neither cash nor noncash gift-giving cause value losses. C) Noncash gift-giving create a value loss, but cash gifts do not. D) Cash gifts creates a value loss, but noncash gifts do not.

Type: A Topic: 5 E: 381 MI: 137 87. If you receive a gift whose market price is $20, but you consider it to be worth only $10, then: A) there is a $10 or 50 percent value gain. B) there may or may not be a value loss. C) there is a $10 or 50 percent value loss. D) you can be relatively certain the giver was a sibling or other close relative.

Type: A Topic: 6 E: 386 MI: 142 115. In drawing a budget line it is assumed that: A) consumer preferences are fixed. B) the prices of the two products are variable. C) money income is fixed. D) consumer willingness to substitute between the two products is fixed.

Type: A Topic: 7 E: 386-387 MI: 142-143 140. Which of the following is correct? A) Budget lines are linear and upsloping; indifference curves are downsloping and concave to the origin. B) Budget lines are linear and downsloping; indifference curves are downsloping and concave to the origin. C) Budget lines are linear and downsloping; indifference curves are downsloping and convex to the origin. D) Budget lines are downsloping and convex to the origin; indifference curves are linear and downsloping.

Type: A Topic: 7 E: 387 MI: 143 134. An indifference curve shows all: A) possible equilibrium positions on an indifference map. B) equilibrium combinations of two products that are obtainable with a given money income. C) combinations of two products yielding the same total utility to a consumer. D) possible combinations of two products that a consumer can purchase, given her income and the prices of the products.

Type: A Topic: 8 E: 388-389 MI: 144-145 142. Refer to the above diagram where xy is the relevant budget line and I1 , I2, and I3 are indifference curves. The equilibrium position for the consumer is at: A) any point on xy. B) point M. C) point K. D) point J.

Type: A Topic: 8 E: 388-389 MI: 144-145 149. Assume a diagram in which a budget line is imposed on an indifference map. A consumer will maximize her utility: A) at any point where the budget line and an indifference curve intersect. B) at either point where the budget line intersects the horizontal and vertical axes. C) where the budget line is tangent to an indifference curve. D) where the ratio of the two product prices equals the reciprocal of the consumer's income.

Type: A Topic: 8 E: 389 MI: 145 151. Refer to the above diagram in which the downsloping linear lines are budget lines and I1, I 2, and I3 comprise an indifference map. The combinations of products M and N indicated by points 1, 2, and 5 are such that: A) point 2 yields more utility than either 1 or 5. B) points 1 and 5 yield more utility than point 2. C) points 1, 2, and 5 yield equal amounts of utility. D) the levels of utility associated with these three points cannot be compared.

Type: D Topic: 1 E: 373 MI: 129 7. The substitution effect indicates that: A) a decline in money income will cause the consumer to buy more inferior goods and fewer superior goods. B) consumer equilibrium can only be achieved when the consumer is buying substitute goods. C) when the price of a product falls, the lower price will induce the consumer to buy more of that product at the expense of other products. D) when the price of a product falls, a consumer will be able to buy more of it with a specific money income.

Type: D Topic: 2 E: 373 MI: 129 20. A product has utility if it: A) takes more and more resources to produce successive units of it. B) violates the law of demand. C) satisfies consumer wants. D) is useful.

Type: F E: 389 MI: 145 Status: New 161. (Consider This) The lines on a topographical map are analogous to a(n): A) series of demand curves. C) indifference map. B) series of supply curves. D) series of budget constraints.

Type: F Topic: 2 E: 373 MI: 129 Status: New 11. Marginal utility can be: A) positive, but not negative. C) positive, negative, or zero. B) positive or negative, but not zero. D) decreasing, but not negative.

Type: G Topic: 2 E: 374 MI: 130 28. Refer to the above diagram. The total utility yielded by 4 units of X is: A) 4. B) 15. C) 17. D) 18.

Type: G Topic: 2 E: 374 MI: 130 30. Refer to the above diagram. Total utility: A) increases so long as additional units of Y are purchased. B) becomes negative at 4 units. C) increases at a diminishing rate, reaches a maximum, and then declines. D) is maximized at 2 units.

Type: G Topic: 6 E: 386 MI: 142 130. Edith is buying products X and Y with her money income. Suppose her budget line shifts rightward (outward). This might be the result of: A) the prices of X and Y increasing while her money income remains constant. B) her money income decreasing while the prices of X and Y remain constant. C) her money income increasing more than proportionately to increases in the prices of X and Y. D) none of the above.

Type: G Topic: 7 E: 387 MI: 143 133. At each point on an indifference curve: A) money income is the same. C) total utility is the same. B) the prices of the two products are the same. D) marginal utility is the same.

Type: G Topic: 8 E: 389 MI: 145 152. Refer to the above diagram in which the downsloping linear lines are budget lines and I1, I 2, and I3 comprise an indifference map. The combinations of products M and N indicated by points 1, 3, and 5 are such that: A) all three imply the same level of utility. B) 1 and 5 imply a higher level of utility than does 3. C) 3 implies a higher level of utility than does 1 or 5. D) the person is indifferent among the three combinations.

Type: G Topic: 8 E: 389 MI: 145 153. Refer to the above diagram in which the downsloping linear lines are budget lines and I1, I 2, and I3 comprise an indifference map. With respect to points 2, 3, and 4, we can say that: A) point 4 entails more utility than 3, but less than 2. B) point 4 entails more utility than 2, but less than 3. C) point 4 yields more utility than either 2 or 3. D) the levels of utility associated with these three points cannot be compared.

Type: T Topic: 2 E: 375 MI: 131 Status: New 18. The above data illustrate the: A) law of comparative advantage. C) law of diminishing marginal utility. B) utility-maximizing rule. D) law of increasing opportunity costs.

Type: T Topic: 3 E: 376-377 MI: 132-133 41. Refer to the above data. If the consumer has a money income of $52 and the prices of J and K are $8 and $4 respectively, the consumer will maximize her utility by purchasing: A) 2 units of J and 7 units of K. C) 4 units of J and 5 units of K. B) 5 units of J and 5 units of K. D) 6 units of J and 3 units of K.

Type: T Topic: 3 E: 376-377 MI: 132-133 42. Refer to the above data. What level of total utility is realized from the equilibrium combination of J and K determined in the previous question? A) 156 utils B) 124 utils C) 276 utils D) 36 utils

Type: T Topic: 4 E: 376-377 MI: 132-133 69. Refer to the above data. What quantities of X and Y should be purchased to maximize utility? A) 2 of X and 1 of Y B) 4 of X and 5 of Y C) 2 of X and 5 of Y D) 2 of X and 6 of Y

Type: T Topic: 4 E: 378 MI: 134 73. If the price of X and Y are $2 and $4 per unit, respectively, to maximize total utility this consumer should buy: A) 1 units of X and 1 units of Y. C) 1 units of X and 2 units of Y. B) 2 units of X and 2 units of Y. D) 5 units of X and no units of Y.

Veronica is a shopper primarily motivated by enjoyment of shopping for her family and finding the best value. She's not motivated by fun and adventure. To which shopping lifestyle segment does Veronica belong? A) Minimalists B) Gatherers C) Providers D) Enthusiasts E) Traditionalists

When consumers see the new product (i.e., brand extension) as requiring the same manufacturing skills as the original, successful brand leverage is more likely. Which dimension is this referring to? A) complement B) substitute C) transfer D) image E) extension

Which PRIZM social group is characterized by smaller, less densely populated cities or satellites to major cities? A) Urban B) Suburban C) Second City D) Town & Country E) Rural

Which VALS segment consists of consumers that are conservative, conventional people with concrete beliefs based on traditional, established codes of family, church, community, and the nation, and are motivated by ideals? A) Achievers B) Makers C) Believers D) Experiencers E) Innovators

Which VALS segment of consumers is comprised of successful, sophisticated, active, take-charge people with high self-esteem and abundant resources and are driven by a mix of motivations? A) Achievers B) Makers C) Innovators D) Thinkers E) Experiencers

Which VALS segment of consumers lead the most constricted lives, living simply on limited incomes but are relatively satisfied? A) Experiencers B) Strivers C) Survivors D) Makers E) Believers

Which dimension of self refers to how I am or would like to be to myself? A) actual self-concept B) ideal self-concept C) private self-concept D) social self-concept E) present self-concept

Which following PRIZM factor is determined by population density, relates to where people live and is strongly related to the lifestyles people lead? A) ethnicity B) geodemographics C) urbanicity D) lifestage E) consensus

Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated? A) pairing B) combining C) conditioning D) operating E) shaping

Which of the following is NOT considered a stimulus factor affecting attention? A. size B. intensity C. clutter D. position E. isolation

Which of the following is considered an outward expression of one's self-concept? A) demographics B) geographics C) lifestyle D) attitudes E) aspirations

Which of the following is the primary determinant of how material is learned? A) education level B) age C) level of involvement D) occupation E) gender

Which of the following stages of the information-processing model constitute(s) perception? A. exposure B. exposureandattention C. exposure,attention,andinterpretation D. exposure,attention,interpretation,andmemory E. exposure,attention,interpretation,memory,andaction

Which of the following statements is FALSE regarding short-term memory (STM)? A) STM is short-lived. B) STM has limited capacity. C) STM is a static structure. D) Elaborative activities occur in STM E) STM is also called working memory.

Which of the following statements is FALSE regarding stimulus factors and attention? A. Larger stimuli are more likely to be noticed than smaller ones. B. Stimuli with greater intensity(e.g.,loudness, brightness, length)are more likely to be noticed than less-intense stimuli. C. Attention generally increases across repeated exposures, particularly when those exposures occur in a short period of time. D. Individuals tend to be attracted to pleasant stimuli and repelled by unpleasant stimuli. E. Consumers pay more attention to stimuli that contrast with their background than to stimuli that blend with it.

Which of the following statements is TRUE regarding stimulus position and attention with respect to advertising? A. Position effects in advertising are the same regardless of the medium used. B. Ads on the left-hand page receive more attention than those on the right based on how we peruse magazines and newspapers. C. For U.S. readers, high-impact zones in print ads and other print documents tend to be more toward the top and left of the ad. D. In online contexts, horizontal banners attract more attention than vertical banners. E. In television, the probability of a commercial being viewed and remembered increases as it moves from being the first to air during a break to the last to air.

Which of the following statements is TRUE regarding subliminal stimuli? A.Research on messages presented too rapidly to elicit awareness indicates that such messages can actually have a substantial effect. B. There is evidence that marketers are using subliminal messages. C. A subliminal ad is different from a "normal" ad in that it "hides" key persuasive information within the ad by making it so weak that it is difficult or impossible for an individual to physically detect. D. Subliminal advertising has not been the focus of intense study and public concern. E. Masked symbols, deliberate or accidental, do appear to affect standard measures of advertising effectiveness and can influence consumption behavior.

Which shopping lifestyle segment based on hedonic shopping motives is the youngest and most likely to be female? A) Minimalists B) Gatherers C) Enthusiasts D) Bon Vivants E) Traditionalists

Which type of memory involves the nonconscious retrieval of previously encountered stimuli? A) explicit memory B) schematic memory C) implicit memory D) constructed memory E) concrete memory

Which type of self-concept emphasizes family, cultural, professional, and social relationships? A) group self-concept B) individual self-concept C) interdependent self-concept D) independent self-concept E) connected self-concept

_____ advertising is perhaps the fastest-growing alternative media, allowing for exposure to _____ who tend to avoid traditional media, such as TV. Fashion magazine; females age 18-24 Grocerystore;olderconsumersage55+ Video game; young males age 18-24 Billboard; children age 2-7 Noneoftheabove

_____ are(is) the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information. A) Maintenance rehearsal B) Chunking C) Elaborative activities D) Conceptualization E) Conditioning

_____ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling). A) Analogous conditioning B) Iconic rote conditioning C) Classical conditioning D) Modeled conditioning E) Vicarious conditioning

_____ is a series of activities by which stimuli are perceived, transformed into information, and stored. A. Perception B. Interpretation C. Information processing D. Perceptua lexposure E. Selectiveexposure

_____ is how a person lives. A) Personality B) Self-concept C) Lifestyle D) Subculture E) Consumption

_____ refers to the capacity of individuals to attend to and process information. A. Intelligence B. IQ C. Ability D. Aptitude E. Motivation

_____ refers to the manner in which the message is presented. A. Position B. Isolation C. Format D. Contrast E. Lateralization

_____ refers to the process of learning to respond differently to similar but distinct stimuli. A) Stimulus generalization B) Stimulus reasoning C) Stimulus discrimination D) Stimulus contrasting E) Stimulus identification

Which of the following statement is true regarding comparative advertising?

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

Which of the following statements is FALSE regarding humorous appeals?

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

In an attempt to alter consumers' cognitive component of their attitude toward Pepsi brand of cola, a freshness date was added on the cans. Pepsi wanted consumers to consider this attribute that was never a consideration before. Pepsi was using which strategy to alter the cognitive structure of a consumer's attitude?

C. add beliefs

Feelings or emotional reactions to an object reflect the _____ component of an attitude.

C. affective

Kimberly-Clark is interested in mothers' emotional reactions to their Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in?

C. affective

Madeline has a(n) _____ toward Regular Coke, whereby she simultaneously really likes the taste but also is really negative about the brand because it has high calories.

C. ambivalent attitude

A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) _____.

C. attitude

Caleb learned from his parents that littering was bad, so when he sees someone doing it, he forms an unfavorable impression of that person. Caleb's learned predisposition to dislike someone who litters represents his _____.

C. attitude

Which component of attitude represents one's tendency to respond in a certain manner toward an object or activity?

C. behavioral

Marketers must promote _____ rather than _____, especially for less knowledgeable consumers and for complex products.

C. benefits, features

Addison is a brand manager and wants consumers to form attitudes that are strong, resistant to counterpersuasion attempts, more accessible from memory, and more predictive of behavior. Which route of the elaboration likelihood model should he encourage consumers to take?

C. central route

Carissa is highly involved is a purchase decision for a new car. She has searched the Internet, visited car dealerships, talked to friends and family, and paid attention to advertisements. According to the elaboration likelihood model, by which route is Carissa likely to be persuaded?

C. central route

The elaboration likelihood model posits two routes to persuasion, which are the _____.

C. central route and peripheral route

A loyal consumer will often use _____ to protect their brand by reducing the importance they put on a given attribute.

C. discounting

Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement?

C. elaboration likelihood model

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

C. fear appeal

Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or behaviors are not altered?

C. fear appeals

Which of the following is used to understand a consumer's cognitive component of attitude?

C. multiattribute attitude model

Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of _____.

C. spokescharacters

How does mere exposure enhance attitudes?

C. through enhanced familiarity

For years, L'Oreal hair color would say in their ad that L'Oreal is "expensive, but you're worth it." This is an example of which type of advertisement?

C. two-sided message

Which type of advertisement or sales presentation presents both good and bad points?

C. two-sided message

Which type of appeal involves informing the consumer of one or more functional benefits that are important to the target market?

C. utilitarian appeal

Which type of appeal attempts to build a personality for the product or create an image of the product user?

C. value-expressive appeal

Which of the following policies would be a duplicate coverage for your health insurance policy?

Cancer and hospital indemnity insurance

Which of the following statements about life insurance is true?

Cash value insurance is normally for life and is more expensive than term life insurance because it funds a savings plan

ideal self concept

Paperwork filed with an insurance company in order to get them to cover a loss for someone they insure

Claim

_____ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling).

Classical conditioning

Match the situational factors that affect attention paid to an advertisement (in the left column) to their appropriate descriptions (in the right column).

Clutter: This refers to the density of stimuli in the environment of the ad. Program involvement: This refers to the interest viewers have in editorial content surrounding the ad.

An amount of money you pay to help cover a portion of your medical costs

Co-payment

Match the types of interpretation (in the left column) to their definitions (in the right column).

Cognitive interpretation: Stimuli are placed into existing categories of meaning in this process. Affective interpretation: Stimuli trigger emotional or feeling responses in this process.

Match the types of learning to their correct description.

Conditioned learning: The forgetting involved in this type of learning is called extinction. Cognitive learning: The forgetting involved in this type of learning is called retrieval failure.

_____ refers to an individual difference in consumers' propensity to be biased against the purchase of foreign products.

Consumer ethnocentrism

achievement motivation

mouse potatoes

Consumers in which technology segment are optimistic, have a high income, are motivated by entertainment, and are the most likely to shop online, have a mobile phone, and bank online? A) Fast Forwards B) Techno-Strivers C) Gadget Grabbers D) Mouse Potatoes E) Media Junkies

low self monitors

Consumers who do not place heavy weight on the opinions and feelings of others are called _____. A) independents B) interdependents C) high self-monitors D) low self-monitors E) conspicuous consumers

high self monitors

Consumers who place heavy weight on the opinions and feelings of others are called _____. A) independents B) interdependents C) high self-monitors D) low self-monitors E) conspicuous consumers

Applies to the amount of protection you have through an insurance company in the event of a loss

Coverage

Type: A Topic: 1 E: 373 MI: 129 8. The substitution effect causes a consumer to buy less of a product when its price rises because the: A) consumer's real income has decreased. B) consumer's real income has increased. C) product is now less expensive compared to other products. D) product is now more expensive compared to other products.

Type: A Topic: 2 E: 373 MI: 129 34. Marginal utility: A) is equal to total utility divided by the number of units consumed. B) is equal to total utility if the demand curve is linear. C) increases as more of a product is consumed. D) diminishes as more of a product is consumed.

Type: A Topic: 3 E: 378 MI: 134 55. Assume that a consumer purchases products A, B, and C in quantities such that the last dollar spent on each yields the same marginal utility and the consumer's income is totally spent. We can conclude that: A) total utility is being minimized. C) marginal utility exceeds total utility. B) production costs are being minimized. D) total utility is being maximized.

Type: A Topic: 4 E: 379 MI: 135 66. What do the income effect, the substitution effect, and diminishing marginal utility have in common? A) All are required to explain the utility-maximizing position of a consumer. B) They are all empirically measurable. C) They all help explain the upsloping supply curve. D) They all help explain the downsloping demand curve.

Type: A Topic: 6 E: 386-387 MI: 142-143 127. Assume the price of product Y (the quantity of which is plotted on the vertical axis) is initially $15 and the price of X (the quantity of which is plotted on the horizontal axis) is initially $3. Assume money income is initially $60. If the prices of Y and X now increase to $30 and $6 respectively and money income increases to $120, then the budget line will: A) shift rightward and become steeper. C) shift rightward, but its slope will not change. B) shift rightward and become flatter. D) be unchanged.

Type: D Topic: 7 E: 388 MI: 144 136. An indifference map implies that: A) money income is constant, but the prices of the two products vary directly with the quantities purchased. B) the two products under consideration are perfectly substitutable for one another. C) a consumer is better off to be at some point high on a given curve as opposed to a point low on the same curve. D) curves farther from the origin yield higher levels of total utility.

Type: T Topic: 4 E: 376 MI: 132 71. Refer to the above data. If the price of X decreases to $2, then the utility-maximizing combination of the two products is: A) 2 of X and 5 of Y. B) 4 of X and 6 of Y. C) 6 of X and 3 of Y. D) 4 of X and 5 of Y.

1. The income effect indicates that: A) a rise in money income will cause consumers to buy smaller quantities of normal goods. B) when the price of a product falls, the lower price will induce the consumer to buy more of that product now that it is relatively cheaper. C) consumers should substitute among various products until the marginal utility from the last unit of each product purchased is the same. D) when the price of a product falls, a consumer will be able to buy more of it with a specific money income.

A series of activities by which stimuli are perceived, transformed into information, and stored is called _____. A) marketing B) interpretation C) learning D) information processing E) positioning

According to Nielsen, product placements on TV work best ________. a. when the characters praise the features of the brand b.when an ad for the product appears during the commercial break c. when there are more female than male viewers d. A and B e. all of the above

Amber tends to be individualistic and prefers to do things her own way. She lives on her own and decides for herself what she wants to do or how to do things. Which type of self-concept describes Amber? A) primary self-concept B) individual self-concept C) interdependent self-concept D) independent self-concept E) connected self-concept

Christina lives in Japan, and she and her friends value adventure, pleasure, and excitement. They are heavy users of electronic media, are fashion conscious, and like going to restaurants, bars, and clubs. To which global lifestyle segment identified by Roper Starch Worldwide do Christina and her friends belong? A) Strivers B) Altruists C) Intimates D) Fun Seekers E) Creatives

Consumers who do not place heavy weight on the opinions and feelings of others are called _____. A) independents B) interdependents C) high self-monitors D) low self-monitors E) conspicuous consumers

David is a retired attorney who is satisfied and comfortable with his life. He keeps informed about the world by reading three newspapers a day and attends lectures at the senior activity center near his home. He is very content with his life, and he tends to center his leisure activities around his home. He plans his purchases carefully and looks for functionality, value, and durability in the products he buys. Which VALS segment best describes David? A) Achievers B) Makers C) Innovators D) Thinkers E) Experiencers

In which type of learning situation does the consumer have little or no motivation to process or learn the material? A) explicit learning B) implicit learning C) primary learning D) low-involvement learning E) high-involvement learning

Kay was watching American Idol on television when a commercial for toilet tissue came on. She was not motivated at all to process the information provided in the ad. Which type of learning situation does this represent? A) explicit learning B) implicit learning C) primary learning D) low-involvement learning E) high-involvement learning

Leonard is a hardworking individual who works for himself and can do just about any construction or carpentry job around. He builds cabinets primarily, but he has also done masonry work. His idea of fun is fixing his truck, and several of his friends and family have him work on their cars as well. He is unimpressed by material possessions other than those with a practical or functional purpose. To which VALS segment does Leonard belong? A) Experiencers B) Strivers C) Survivors D) Makers E) Believers

Low-involvement learning often involves _____. A) classical conditioning B) iconic rote learning C) modeling D) all of the above E) none of the above

Nick looked up a phone number in the telephone directory, and instead of writing it down, he kept repeating it to himself over and over until he could punch the numbers and make the call. Which of the following describes what Nick was doing? A) developing a schema B) developing a script C) employing imagery D) maintenance rehearsal E) chunking information

One of the major distinctions of self-concept is between _____ and _____ - which is also related to an important value dimension in the U.S. and abroad. A) private self-concept; public self-concept B) personal self-concept; interpersonal self-concept C) actual self-concept; ideal self-concept D) independent self-concept; interdependent self-concept E) present self-concept; future self-concept

Procter & Gamble, the maker of Crest brand toothpaste, has modified this brand to include whiteners. To encourage consumers to adopt this brand, P&G gave away free samples along with a high value coupon on the purchase of a tube. The hope was that consumers would try the brand, purchase it at a discount, and finally buy it at full price. This is an example of _____. A) step learning B) staging C) stepping D) shaping E) modeling

Richard is reassessing his life and asking himself, "How am I seen by others?" He is also asking himself, "How would I like to be seen by others?" Richard is seeking his _____. A) actual self-concept B) ideal self-concept C) private self-concept D) social self-concept E) real self-concept

Self-image congruity really doesn't matter much to Sam, particularly because he doesn't usually consider the opinions of others or their feelings when he acts. Sam would be described as a(n) _____. A) independent B) thinker C) high self-monitor D) low self-monitor E) conspicuous consumer

The basic knowledge and feelings an individuals has about a concept is known as _____. A) episodic memory B) primary memory C) accessible memory D) semantic memory E) conditioned memory

The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called _____. A) product extension B) brand extension C) brand leveraging D) product positioning E) product equity

The extended self consists of the self plus _____. A) all others B) family members C) friends D) possessions E) the ideal self

The fact that all aspects of the perception process are extremely selective is referred to as _____. A. perceptualselectivity B. sensoryscreening C. egodefenses D. perceptualdefenses E. noneoftheabove

The likelihood and ease with which information can be recalled from long-term memory is termed _____. A) retrieval B) elaboration C) maintenance D) accessibility E) learning

The most complex form of cognitive learning is _____. A) operant learning B) vicarious learning C) iconic rote learning D) analytical reasoning E) modeling

The process of encouraging partial responses leading to the final desired response is known as _____. A) step learning B) staging C) stepping D) shaping E) modeling

The value consumers assign to a brand above and beyond the functional characteristics of the product is known as _____. A) bra nd solvency B) brand liquidation C) brand image D) brand equity E) brand leverage

Type: A E: 375 MI: 131 Status: New 88. (Consider This) Newspapers dispensing devices seemingly "trust" people to take only a single paper but the devices actually rely on the law of: A) supply. B) increasing opportunity costs. C) demand. D) diminishing marginal utility.

Type: A E: 382 MI: 138 92. (Last Word) All of the following would reduce property crime by increasing its "price," except: A) imposing greater penalties for those who are caught and convicted. B) using more sophisticated security systems. C) enhancing the legitimate earnings of potential criminals. D) cutting out the middlemen ("fences") by selling stolen goods via Internet auction sites.

Type: A Topic: 2 E: 373 MI: 129 36. Which of the following statements is correct? A) Utility and usefulness are synonymous. B) The marginal utility derived from successive units of a product tends to be similar for all consumers. C) Because utility is not measurable, the utility-maximizing rule provides no useful insights as to consumer behavior. D) A product may yield utility, but not be functionally useful.

Type: A Topic: 2 E: 373 MI: 129 Status: New 13. The ability of a good or service to satisfy wants is called: A) utility maximization. B) opportunity cost. C) revenue potential. D) utility.

Type: A Topic: 3 E: 376 MI: 132 64. Suppose that Dave normally orders two tacos, but on seeing they are on sale, decides to buy three. Dave's decision is best explained by the: A) law of increasing opportunity costs. C) principle of comparative advantage. B) law of supply. D) the principle of utility maximization.

Type: A Topic: 3 E: 376-377 MI: 132-133 48. Suppose that Ms. Spencer is currently exhausting her money income by purchasing 10 units of A and 8 units of B at prices of $2 and $4 respectively. The marginal utility of the last units of A and B are 16 and 24 respectively. These data suggest that Ms. Spencer: A) has preferences that are at odds with the principle of diminishing marginal utility. B) considers A and B to be complementary goods. C) should buy less A and more B. D) should buy less B and more A.

Type: A Topic: 3 E: 377 MI: 133 39. Suppose that MUx/Px exceeds MUy/Py. To maximize utility the consumer who is spending all her money income should buy: A) less of X only if its price rises. C) more of Y and less of X. B) more of Y only if its price rises. D) more of X and less of Y.

Type: A Topic: 3 E: 378 MI: 134 56. Refer to the above data. How many units of the two products will the consumer purchase? A) 3 of L and none of M B) 4 of L and 2 of M C) 3 of L and 5 of M D) 2 of L and 3 of M

Type: A Topic: 4 E: 378 MI: 134 68. The utility-maximizing rule: A) is inconsistent with the law of demand. C) implies a leftward shifting demand curve. B) implies a perfectly elastic demand curve. D) is consistent with the law of demand.

Type: A Topic: 4 E: 379 MI: 135 65. Diminishing marginal utility explains why: A) the income effect exceeds the substitution effect. B) the substitution effect exceeds the income effect. C) supply curves are upsloping. D) demand curves are downsloping.

Type: A Topic: 5 E: 381 MI: 137 83. The fact that most medical care purchases are financed through insurance: A) has no effect on health care consumption because aggregate costs are the same regardless of payment method. B) reduces the amount of health care consumed. C) has decreased health care costs and therefore reduced aggregate health care expenditures. D) increases the amount of health care consumed.

Type: A Topic: 6 E: 386 MI: 142 108. Refer to the budget line shown in the diagram above. If the consumer's money income is $20, the: A) prices of C and D cannot be determined. B) price of C is $2 and the price of D is $4. C) consumer can obtain a combination of 5 units of both C and D. D) price of C is $4 and the price of D is $2.

Type: A Topic: 6 E: 386 MI: 142 129. Suppose Elroy's budget line is as shown on the above diagram. If his tastes change in favor of Coke and against popcorn, the budget line will: A) become steeper. B) become flatter. C) shift rightward. D) be unaffected.

Type: A Topic: 6 E: 386-387 MI: 142-143 128. Assume initially that the price of X (measured on the horizontal axis) is $9 and the price of Y (measured on the vertical axis) is $4. If the price of X now declines to $6, the budget line will: A) be unaffected. C) shift inward on the horizontal axis. B) shift outward on the vertical axis. D) shift outward on the horizontal axis.

Type: A Topic: 7 E: 387 MI: 143 132. The indifference curve in the above diagram yields Juan 100 units of utility. If Juan's money income were to increase by 20 percent, the indifference curve would: A) shift leftward. B) shift rightward. C) become steeper. D) not be affected.

Type: A Topic: 7 E: 387 MI: 143 137. The marginal rate of substitution measures the: A) magnitude of the substitution effect. B) total utility received by a consumer when equilibrium is achieved. C) extra utility that a consumer derives from successive units of a product. D) consumer's willingness to substitute one product for another so that total utility will remain constant.

Type: A Topic: 7 E: 387 MI: 143 139. Which of the following is not characteristic of indifference curves? A) They are downsloping. B) They are convex to the origin. C) Their slope diminishes as we move from northwest to southeast on a given curve. D) Curves closer to the origin reflect higher levels of total utility.

Type: A Topic: 8 E: 388-389 MI: 144-145 150. Indifference curve analysis indicates that consumer equilibrium exists: A) where an indifference curve has a slope of 1. B) where any two indifference curves intersect. C) at any point where the budget line intersects an indifference curve. D) where the budget line touches the highest possible indifference curve.

Type: D Topic: 7 E: 387 MI: 143 138. The marginal rate of substitution: A) may increase or decrease on a given indifference curve, depending on whether the substitution or the income effect is dominant. B) increases as one moves southeast along an indifference curve. C) is constant at all points on the budget line. D) declines as one moves southeast along an indifference curve.

Type: G Topic: 2 E: 374 MI: 130 29. Refer to the above diagram. Total utility is at a maximum at _____ units of X. A) 2 B) 3 C) 4 D) 6

Type: G Topic: 6 E: 386 MI: 142 118. Any combination of goods lying outside of the budget line: A) implies that the consumer is not spending all his income. B) yields less utility than any point on the budget line. C) yields less utility than any point inside the budget line. D) is unobtainable, given the consumer's income.

Type: G Topic: 6 E: 387 MI: 143 110. Refer to the budget line shown in the diagram above. The absolute value of the slope of the budget line is: A) MUC/MUD. B) one-half. C) PD/PC. D) PC/PD.

Type: G Topic: 8 E: 386 MI: 142 148. If a consumer is initially in equilibrium, an increase in money income will: A) move him to a new equilibrium on a lower indifference curve. B) make his indifference curves steeper, but will not alter the equilibrium position. C) have no effect on the equilibrium position because product prices have not changed. D) move him to a new equilibrium on a higher indifference curve.

Type: G Topic: 8 E: 388-389 MI: 144-145 143. Refer to the above diagram where xy is the relevant budget line and I1 , I2, and I3 are indifference curves. If the consumer is initially at point L, he or she should: A) strive for point N by obtaining a larger money income. B) purchase more of X and less of Y . C) remain at that point to maximize utility. D) purchase more of Y and less of X .

Type: G Topic: 8 E: 390 MI: 146 156. Refer to the above diagram. If the budget line shifts from ab to ac the: A) consumer's level of total utility will increase. B) consumer will purchase more of both J and K. C) consumer will purchase less of both J and K. D) consumer will purchase more of J and less of K.

Type: T Topic: 2 E: 373-374 MI: 129-130 Status: New 14. Refer to the above data. The value for Y is: A) 25. B) 30. C) 40. D) 45.

Type: T Topic: 2 E: 373-374 MI: 129-130 Status: New 19. Refer to above data. Marginal utility becomes negative beginning with the: A) first unit. B) second unit. C) third unit. D) fourth unit.

Type: T Topic: 3 E: 377 MI: 133 43. Refer to the above data. If the consumer's money income were cut from $52 to $28, she would maximize her satisfaction by purchasing: A) 3 units of J and 3 units of K. C) 4 units of J and 1 unit of K. B) 1 unit of J and 3 units of K. D) 2 units of J and 3 units of K.

What are the two dimensions of the VALS typology of consumers? A) age and gender B) age and stage of family life cycle C) stage of family life cycle and resources D) primary motivation and resources E) primary motivation and age

When asked what the concept "New Year's" meant to Holly, she mentioned the following: party, holiday, new beginning, football, fun, resolution, and winter. Holly's basic knowledge and feelings she has about this concept comprises her _____. A) episodic memory B) primary memory C) accessible memory D) semantic memory E) conditioned memory

Which PRIZM segment consists of consumers that are evolving into older "empty-nester" couples as their children grow up and leave home, live in older, stable neighborhoods with pools and patios in their backyard, are college-educated, and are typically Caucasian? A) Urban Achievers B) Blue Blood Estates C) Bohemian Mix D) Pools and Patios E) Town & Country

Which factor affecting attention includes stimuli in the environment other than the focal stimulus (i.e., the ad or package) and temporary characteristics of the individual that are induced by the environment, such as time pressures or a crowded store? A. individual factors B. external factors C. transientfactors D. situational factors E. nonprogrammatic factors

Which of the following are the two interrelated components of memory? A) primary and secondary memory B) conditioned and unconditioned memory C) operant and classical memory D) short-term and long-term memory E) implied and explicit memory

Which of the following is NOT a primary motivation on which the VALS typology is based? A) ideals motivation B) achievement motivation C) self-expression motivation D) realist motivation E) all of the are primary motivations in the VALS typology

Which of the following is NOT a type of cognitive learning? A) iconic rote B) vicarious C) reasoning/analogy D) operant E) all of the above are types of cognitive learning

Which of the following is a VALS segment of consumers? A) Traditionalists B) Minimalists C) Blue Blood Estates D) Believers E) Enthusiasts

Which of the following is a global lifestyle segment identified by Roper Starch Worldwide? A) Experiencers B) Young & Rustic C) Young Digerati D) Altruists E) Innovators

Which of the following is a lifestyle segment of Porsche owners? A) Enthusiasts B) Fast Forwards C) Traditionalists D) Bon Vivants E) all of the above

Which of the following is a strategy to reduce competitive interference? A) create a semantic memory of a brand B) create a episodic memory of a brand C) use pulsing D) provide external retrieval cues E) provide an incentive for trial

Which of the following offers marketing managers a useful technique for measuring and developing a product's position by taking consumers' perceptions of how similar various brands or products are to each other and relates these perceptions to product attributes? A) regression analysis B) conjoint analysis C) analytical mapping D) perceptual mapping E) laddering

Which of the following refers to the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long-term memory? A) schema B) scripts C) imagery D) maintenance rehearsal E) chunking

Which of the following statements is FALSE regarding schemas? A) A schema is also known as a knowledge structure. B) Concepts, events, and feelings are stored in nodes within memory. C) Associative links vary in terms of how strongly and how directly they are associated with a node. D) Once an associative link is formed, it is permanent. E) Marketers expend substantial effort to influence the schema consumers have for their brands.

Which type of self-concept emphasizes personal goals, characteristics, achievements, and desires? A) primary self-concept B) individual self-concept C) interdependent self-concept D) independent self-concept E) connected self-concept

_____ involves incorporating brands into movies, television programs, and other entertainment venues in exchange for payment or promotional or other consideration, with the goal being to add realism to the scene, give subtle exposure to the brand, and influence consumers in an unobtrusive manner. A. Ad integration B. Product integration C. Brandintegration D. Product placement E. Product synergy

_____ is a drive state created by consumer interests and needs. A. Ability B. Emotion C. Cognition D. Motivation E. Focused attention

_____ represents the number of cues in the stimulus field. A. Interestingness B. Contrast C. Expectations D. InformationQuantity E. Size/Intensity

Type: C Topic: 5 E: 380-381 MI: 136-137 77. Assume you are spending your full budget and purchasing such amounts of X and Y that the marginal utility from the last units consumed is 40 and 20 utils respectively. Assume (a) the prices of X and Y are $8 and $4 respectively; (b) it takes 3 hours to consume a unit of X and 1 hour to consume a unit of Y; and (c) your time is worth $2 per hour. You A) should substitute X for Y until the marginal utility per hour is the same for both products. B) are consuming X and Y in the optimal amounts. C) should consume less of Y and more of X. D) should consume less of X and more of Y.

Which of the following is NOT a reason why celebrity sources are effective?

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

Which of the following is FALSE regarding the central route to persuasion in the elaboration likelihood model?

D. Persuasion operates through classical conditioning.

_____ consists of trustworthiness and expertise.

D. Source credibility

When the SPCA presents facts to counter untrue myths, they are dealing most closely with the _____ component of attitudes.

D. cognitive

Which of the following is an individual factor that can influence attitude change?

D. consumer knowledge

_____ is used by loyal consumers, whereby they "seal off" the negative information as a way to quarantine.

D. containment

. How are actual behaviors and response tendencies most often measured?

D. direct questioning

Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments?

D. emotional ad

Which of the following is NOT a factor accounting for inconsistencies between measures of beliefs and feelings and observations of behavior?

D. failure to consider negative reactions

Quaker Oats contains zero milligrams of sodium. This is an example of what type of belief?

D. feature belief

Appeal characteristics represent _____ a message is communicated.

D. how

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

D. peripheral route

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

D. testimonial ad

In which type of ad does a person, generally a typical member of the target market, recount his or her successful use of the product, service, or idea?

D. testimonial ad

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

D. utilitarian appeal

Instead of featuring any functional benefits of the product or brand in ads for the iPod, this product was introduced by showing a silhouette of a person dancing with the white earbudsr and holding a white iPod MP3 player. Which type of advertising appeal does this illustrate?

D. value-expressive appeal

Amount you must pay before you begin receiving any benefits from your insurance company

Deductible

Which of these promotional efforts is using isolation as a way to attract attention to a product?

Delish-Cookies provides a stand-alone end-cap to grocery stores for its cookies to be displayed in.

The willingness to purchase a particular product or service is known as _____, and it is created by marketers.

Demand

Which of the following statements about disability insurance is false?

Disability insurance is not necessary if you have a good health insurance policy

Which of the following is not a recommended way of lowering your car insurance premiums?

Drop your auto insurance altogether

______ involves storing the same information in different ways to increase the number of internal pathways for retrieving information, which in turn enhances memory and learning.

Dual coding

Accessibility is related to which of the following? A) strength of incoming linkages B) number of incoming linkages C) strength of links to nodes D) directness of links to nodes E) all of the above

Ads that encourage consumers to remember past personal experiences and use language such as "you" and "your" in the copy are using the strategy of _____ to enhance message involvement. A) importance B) personalization C) dual coding D) mood enhancement E) self-referencing

Attention is determined by which factor? A. thestimulus B. theindividual C. thesituation D. AandB E. A,B,andC

How can accessibility of information stored in long-term memory be enhanced? A) repetition B) rehearsal C) elaboration D) a and b E) a, b, and c

How many PRIZM segments are there? A) 8 B) 10 C) 38 D) 54 E) 66

In recent years, body piercing and tattooing have become additional ways to alter both the extended self and the physical self. In what way do tattoos have meaning? A) There is the meaning associated with having a tattoo, which makes a statement about the person. B) The location of the tattoo has meaning, with more visible tattoos conveying more rebelliousness or nonconformity. C) The nature of the tattoo is a source of meaning, both private and symbolic. D) a and b E) a, b, and c

James is interested in just about any type of electronic equipment, such as digital video recorders, computers, and digital cameras. He subscribes to several magazines devoted to these types of products, and he visits several different websites to learn more about these products. Which individual factor affecting attention is influencing James to attend to information about these products? A. ability B. informationquantity C. interestingness D. expectations E. motivation

Maria was raised as a Catholic, but she has not been attending church regularly since she moved out of her parents' home into her own apartment. However, when she does attend mass, she remembers the sequence of events and what she must do (e.g., sit, kneel, stand, which prayer to say, etc.). Her memory of how an action sequence should occur is known as a(n) _____. A) directive B) episode C) concept D) operant E) script

Memory of how an action should occur is a special type of schema known as a(n) _____. A) directive B) episode C) concept D) operant E) script

Pat is purchasing new tires for his car. Since he expected to spend $400 or more for these tires, he started researching on the Internet. He spent several days learning about this product and studied several consumer magazines (e.g., Consumer Reports). He decided to purchase Yokohama tires because they were rated the best tire value. Which type of learning situation does this illustrate? A) explicit learning B) implicit learning C) primary learning D) low-involvement learning E) high-involvement learning

Self-image congruity influences on brand preference and choice depend on which of the following? A) individual factors B) product factors C) situational factors D) a and b E) a, b, and c

The voluntary and self-selected nature of online offerings where consumers "opt in" to receive email- based promotions is often referred to as _____. A. voluntary marketing B. optional marketing C. allowable marketing D. acceptable marketing E. permission-based marketing

Thomas is an optimistic individual, earns a high income, and is motivated by his family. He believes strongly in the value of technology for his family and his children's education, so much so, that each of his children have their own computers with online access. To which technology lifestyle segment does Thomas belong? A) Fast Forwards B) Handshakers C) Mouse Potatoes D) Gadget Grabbers E) New Age Nurturers

Thomas is studying for vocabulary exam by merely repeating the words and their definitions over and over. Which type of cognitive learning is this? A) operant learning B) vicarious learning C) modeling D) analytical reasoning E) iconic rote learning

What are the major individual factors affecting attention? A. needsandwants B. hemispheric lateralization and interpretation C. motivation and needs D. exposure and interpretation E. motivation and ability

Which group of consumers are better able to chunk product information? A) younger consumers B) older consumers C) males D) females E) product experts

Which of the following enhances the strength of learning? A) importance B) message involvement C) mood D) repetition E) all of the above

Which of the following is NOT a global lifestyle segment identified by Roper Starch Worldwide? A) Strivers B) Devouts C) Intimates D) Creatives E) Rustics

Which of the following is NOT one of the shopping lifestyle segments based on consumer shopping motives? A) Minimalists B) Gatherers C) Providers D) Enthusiasts E) Proud Patrons

Which of the following is a dimension of a consumer's self-concept? A) actual self-concept B) ideal self-concept C) private self-concept D) social self-concept E) all of the above

Which of the following is a major PRIZM lifestage group? A) Urban B) Town & Country C) Second City D) Strivers E) Family Life

Which of the following is typically included in a psychographic or lifestyle study? A) attitudes B) values C) activities and interests D) demographics E) all of the above

Which of the following provides learning experiences that affect the type of lifestyle people seek and the products they consume? A) culture B) family C) friends D) mass media E) all of the above

Which type of learning situation is one in which the consumer is motivated to process or learn the material? A) explicit learning B) implicit learning C) primary learning D) low-involvement learning E) high-involvement learning

Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as _____. A. exposure avoidance B. selective perception C. selective interpretation D. exposureavoidance E. ad avoidance

_____ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves. A. Perception B. Attention C. Interpretation D. Perceptualoffense E. Exposure

Which of the following do marketers need to be concerned about with respect to using celebrities as company spokespersons?

E. a, b, and c

Which of the following is an approach used by marketers to increase consumers' affect toward their brand?

E. a, b, and c

. Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be _____.

E. all of the above

. Which of the following can be a component of a multiattribute model?

E. all of the above

Spokescharacters can be _____.

E. all of the above

Which of the following is a common technique for inducing trial behavior?

E. all of the above

Which of the following is a factor that may account for inconsistencies between measures of beliefs and feelings and observations of behavior?

E. all of the above

Which of the following is a strategy for altering the cognitive component of a consumer's attitude?

E. all of the above

Which of the following is NOT a way emotional ads may enhance persuasion?

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

The simplest form of message framing where only a single attribute is the focus of the frame is known as _____.

E. attribute framing

An advertisement for AT&T long distance telephone service split the screen in two and showed a person on each screen talking on the telephone. Below each person, there was a running total of the cost of the call. At the end of the commercial, the total cost on the AT&T side was lower than that for the Sprint side. This is an example of which type of ad?

E. comparative ad

Which type of ad directly compares the features or benefits of two or more brands?

E. comparative ad

An approach to measuring the importance of attitude components that requires consumers to allocate 100 points among the components such that the distribution of the points reflects the relative importance of the component is _____.

E. none of the above

A television commercial for the Senseo brand of coffee maker that can make coffee similar to what consumers purchase at coffee shops (e.g., Starbucks) encourages viewers to remember the experience of drinking their favorite coffee drinks at these types of shops. This coffee maker allows consumers to experience that sensation at home. What is this marketer trying to encourage?

Elaborative activities

_____ is(are) the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information.

Elaborative activities

The time between the disabling event and the beginning of payments in your disability coverage is called:

Elimination period

30. Leslie was participating in a market research study, and she was asked to list all of the brands of computer printers that come to her mind. She listed HP, Epson, and Lexmark. These brands represent Leslie's _____.

Evoked set

Match the types of forgetting to the item that best characterizes it.

Extinction: Involves a desired response decaying or dying out due to lack of reinforcement Retrieval failure: Involves an individual being unable to access information available in the long-term memory

Format refers to the placement of an object in physical space or time.

High-impact zones in print ads and other print documents tend to be more toward the bottom and right of the ad.

Product placement is subliminal.

Reasoned-action theory suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less.

The right side of the brain is primarily responsible for verbal information, symbolic representation, sequential analysis, and the ability to be conscious and report what is happening.

After high school, you should have the following types of insurance: auto, renter's, health and long-term care insurance

False

Disability insurance offered through your employer is usually the most expensive coverage option

False

Prepaid burial policies are a good idea

False

True or false: In general, a complex presentation receives more attention than a simple, straightforward presentation because it provides more information to the consumer.

False

True or false: Individuals are passive interpreters of all the messages they receive.

False

Type: A E: 373 MI: 129 95. The substitution effect suggests that, when consumers judge product quality by price, they will substitute high-priced products for low-priced products.

False

Type: A E: 373-374 MI: 129-130 94. If marginal utility is diminishing, total utility must also be declining.

False

Type: A E: 376 MI: 132 97. A rational consumer will cease purchasing a product at that quantity where marginal utility begins to diminish.

False

Type: A E: 379 MI: 135 102. The consumer demand curve for a product is downsloping because marginal utility is constant when price declines.

False

Type: A E: 379 MI: 135 105. When a consumer shifts purchases from X to Y, the marginal utility of X falls and the marginal utility of Y rises.

False

Type: A E: 380 MI: 136 103. Water has greater marginal utility than diamonds, yet diamonds have greater total utility than water.

False

Type: A E: 386 MI: 142 174. The lower the consumer's income, the higher his or her budget line.

False

Type: A E: 387 MI: 143 171. Indifference analysis assumes that utility is numerically measurable.

False

Type: A E: 388 MI: 144 169. It is possible for a consumer's indifference curves to intersect.

False

Type: A E: 388 MI: 144 172. As a consumer moves down a given indifference curve, his or her total utility will diminish.

False

Type: D E: 372 MI: 128 93. The income effect explains an exception to the law of demand.

False

Type: D E: 373 MI: 129 98. Marginal utility is total utility divided by the number of units consumed.

False

Type: G E: 387 MI: 143 163. Indifference curves are linear and budget lines are convex to the origin.

False

Type: A E: 372-373 MI: 128-129 96. When the price of a product falls, the income effect induces the consumer to purchase more of it while the substitution effect prompts her to buy less.

False

True or false: Just because a person is exposed to the same information repeatedly, does not increase the chance that the person will remember that information.

False The more times people are exposed to information or engage in a behavior, the more likely they are to learn and remember it.

True or false: Demand is the same as motive.

False. Demand is caused by a need or motive, but it is not the motive.

Which multitrait theory is most commonly used by marketers?

Five-Factor Model

perfume

For which type of product is self-image congruity likely to matter more? A) vacuum B) laundry detergent C) perfume D) paper towel E) lawn mower

What are two of the premises for Maslow's hierarchy of needs?

Genetic endowment and social interaction enable all humans to achieve a similar set of motives. Some motives are more critical or basic than other motives.

Match the types of learning situations to their correct description.

High-involvement learning situations: In these situations, a consumer is motivated to process or learn the material. Low-involvement learning situations: In these situations, a consumer has little or no motivation to process or learn material.

Match the types of learning situations to the learning theories that are most likely to occur in them.

High-involvement learning situations: Operant conditioning and analytical reasoning Low-involvement learning situations: Classical conditioning and iconic rote learning

Match the types of products based on consumer involvement (in the left column) to the kind of media used by marketers to advertise them (in the right column).

High-involvement products: Ads for these products should be placed in media that has content relevant to the products. Low-involvement products: Ads for these products should be placed in reputable media frequented by the target market regardless of the media's content.

How many PRIZM segments are there? A) 8 B) 10 C) 38 D) 54 E) 66

Match the types of cognitive learning to their correct description.

Iconic rote learning: Learning a concept or the association between concepts without conditioning Vicarious learning: Observing the outcomes of other people's behavior and adjusting one's own behavior accordingly Analytical reasoning: Engaging in creative thinking to restructure existing and new information to form new associations and concepts Analogical reasoning: Using an existing knowledge base to understand a new concept, situation, or object

Which of the following is not a recommended way to save on your health insurance premium?

If you are young and healthy, you do not need health insurance

a b and c

ideals motivation

autonomous

Individuals with independent self-concepts tend to be _____. A) autonomous B) holistic C) connected D) obedient E) all of the above

interdependent self-concept

_____ is a series of activities by which stimuli are perceived, transformed into information, and stored.

Information processing

_____ is the assignment of meaning to sensations.

Interpretation

What two criteria did McGuire use to divide motivation into four main categories?

Is the mode of motivation cognitive or affective? Is the motive focused on preservation of the status quo or on growth?

Select from the following those items that characterize short-term memory. (Select all that apply)

It closely resembles the process of thinking. It is an active process. It is a dynamic process.

Which of the following statements is true?

It is hard to "unlearn." Learning can happen subconsciously. Experience (e.g., pushing a button gets results) can result in learning.

What are three aspects of the interpretation process that are important to consider?

It is subjective and open to psychological bias. It is a relative process,rather than absolute. It can be a cognitive process or an affective process.

How can user imagery communicate brand personality to the consumer?

It shows the typical user's traits, activities, and emotions.

Which of these consumers is making an inference?

Jan saw an ad for a car and thought it would be great for camping trips because it was shown driving through a forest.

Which of these consumers is expressing a latent motive?

Jenni chose her wedding dress because secretly she felt it made her look sexy.

Insurance that covers property damage and medical bills if you are at fault in a car accident or if someone gets hurt on your property

Liability

You are involved in a two-car accident in which you are at fault. The other driver is injured and your insurance covers the medical expenses of the victim. This type of insurance coverage is called:

Liability

Which of the following types of insurance is not recommended for a young single adult?

Life insurance

______ occurs when consumers have a problem recovering a particular piece of information because other related information in memory gets in the way.

Memory interference

What can a marketer include in a radio ad that demonstrates using isolation to attract attention?

Moment of silence

Going to the store to buy yarn because you are interested in knitting a scarf is an example of which individual factor of attention?

Motivation

Which individual factor of attention is created by consumer interests and needs?

Motivation

What are three methods consumers use to control their exposure to television ads?

Muting Zipping Zapping

On Mother's Day, the local floral shop advertises it's services by promoting the idea that sending flowers to mom will show her how much you care and she will love you for it. Which affective growth motive does this relate to?

Need for affiliation

Match McGuire's affective growth motives (in the left column) to their characteristics (in the right column).

Need for assertion: This is active and internal. Need for affiliation: This is active and external. Need for identification: This is passive and internal. Need for modeling: This is passive and external.

Which cognitive preservation motive is a company taking into account when they use a well-known spokesperson in their advertising to make their product appear more credible?

Need for attribution

American consumers are more likely to express the need for independence and individuality. Which cognitive growth motive does this reflect?

Need for autonomy

A company that promotes their athletic socks for their ability to control sweat and odor are basing their promotion on which affective preservation motive?

Need for tension reduction

Which of the following statements is FALSE regarding schemas?

Once an associative link is formed, it is permanent.

independent self-concept; interdependent self-concept

_____ attempts to create an association between a response (e.g., buying a brand) and some outcome (e.g., satisfaction) that serves to reinforce the response.

Operant conditioning

_____ is(are) a stimulus characteristic that refers to the physical arrangement of the stimulus objects and can affect consumer interpretation and categorization.

Organization

Specific amount of money that you pay when insurance only covers a portion of costs

Out-of-pocket expense

Position is a stimulus factor that affects attention because it refers to what aspect of a product?

Placement in physical space or time

Describes the type of coverage in an insurance agreement

Policy

The grocery store put all the low-sodium soups on the middle shelf which would put them directly in the shoppers' line of sight. Which stimulus factor is the grocery store considering as it tries to call attention to these soups?

Position

Match the types of reinforcement to their correct description.

Positive reinforcement: This refers to desired or pleasant outcomes. Negative reinforcement:This refers to the avoidance of undesirable outcomes.

The amount you pay monthly, quarterly, semiannually, or annually to purchase different types of insurance

Premium

_____ refers to the fact that stimuli positioned close together are perceived as belonging to the same category.

Proximity

Which three are methods marketers use in advertising to prevent the occurrence of memory interference among their consumers?

Reduce similarity to competing advertisements. Avoid competitive advertising. Strengthen initial learning.

Match the processes that affect strength of learning to their correct description.

Reinforcement: This refers to any outcome that increases the likelihood that a given reaction will be reiterated in the future. Punishment: This refers to any outcome that reduces the likelihood that a given reaction will be reiterated in the future.

______ enhances memory and learning by making information in memory more accessible or by reinforcing the associative linkages between concepts.

Repetition

What happens when a response environment is similar to the original learning environment and type of learning?

Retrieval is enhanced.

proud patrons

Which of the following statements is FALSE regarding short-term memory (STM)?

STM is a static structure.

independent and interdependent

Self-concepts have been categorized into two types, which are _____. A) primary and secondary B) manifest and latent C) independent and interdependent D) yin and yang E) direct and indirect

a b and c

Self-image congruity influences on brand preference and choice depend on which of the following? A) individual factors B) product factors C) situational factors D) a and b E) a, b, and c

low self monitor

______ is used to enhance message involvement by emphasizing how a brand is personally relevant to customers.

Self-referencing

The basic knowledge and feelings an individual has about a concept are known as _____.

Semantic memory

Match the types of long-term memory (in the left column) to their descriptions (in the right column).

Semantic memory: This refers to the fundamental knowledge and feelings a person has about a concept. Episodic memory: This refers to the memory of a chain of events in which a person had participated.

Match the components of memory to their correct descriptions.

Short-term memory: This refers to the portion of total memory that is presently triggered or in use and is called working memory. Long-term memory: This refers to the portion of total memory that is devoted to unlimited, permanent information storage.

_____ refers to the process of learning to respond differently to similar but distinct stimuli.

Stimulus discrimination

Match each processing stimuli to the way in which it can be characterized.

Stimulus discrimination: Its absence causes the effect of spillover. Stimulus generalization: This is also known as the rub-off effect.

Match the ways of processing stimuli to their correct definition.

Stimulus discrimination: This refers to the process of learning respond differently to similar but distinct stimuli. Stimulus generalization: This occurs when a response to one stimulus is elicited by a similar but distinct stimulus.

_____ occurs when a response to one stimulus is elicited by a similar but distinct stimulus

Stimulus generalization

Attention is determined by three factors: the stimulus, the individual, and the situation.

Consumer motivation and ability are the major individual factors affecting attention.

The information processing model has four major steps or stages: exposure, attention, interpretation, and memory.

handshakers

Which of these consumers is demonstrating the cognitive growth motive of the need for stimulation?

Terence is tired of using the same shampoo so decides to switch to a new brand while shopping at the store.

Life insurance policy for a specific period of time is called:

Term

possessions

The extended self consists of the self plus _____. A) all others B) family members C) friends D) possessions E) the ideal self

Match the sides of the brain (in the left column) to the processes they are primarily responsible for (in the right column).

The left side: Symbolic representation, sequential analysis, verbal information, the ability to be conscious, and other forms of rational thought The right side:Processing geometric, pictorial, timeless, nonverbal information, and other kinds of images and impressions

mere ownership effect

self concept

A person becomes self-insured when

Their kids are grown, they have no debt, and they have fully funded retirement

What is an accurate description of brand extension and co-branding?

There must be a perceived fit between the two brands or the core brand and its extension.

Which is an accurate statement about the components of memory?

They are interrelated elements.

How do brightly colored labels, tall packaging, and unusual product shapes influence consumers to the benefit of marketers?

They attract attention and convey information about the product's size or volume.

Select from the following three key aspects of flashbulb memories.

They contain specific situational details. They are vividly detailed. They are held with a high degree of confidence.

What is an effect of advertisements that elicit positive emotions?

They increase brand preference.

How do situational characteristics affect the way consumers pay attention to an advertisement?

They provide context for the interpretation of an advertisement.

The purpose of insurance is to:

Transfer financial risk

Type: A E: 390 MI: 146 173. Marginal utility theory and indifference curve analysis are both

True

A person's expectations affect the process of interpretation.

True

Any insurance with cash value or that combines insurance with investments is a bad idea

True

Comprehensive coverage takes care of damage to your car that is not caused by a collision

True

Duplicate coverage, or any extra coverage on top of your existing insurance, is not necessary

True

Following the Five Foundations will help you to, one say, become self-insured

True

Good identity theft protection includes restoration services

True

Renter's insurance is not necessary if you don't have a lot of expensive things

True

Type: A E: 376 MI: 132 100. The limited money income of consumers results in a so-called budget constraint.

True

Type: A E: 376 MI: 132 101. When a consumer is maximizing total utility, he or she cannot increase total utility by reallocating expenditures among different products.

True

Type: A E: 381 MI: 137 104. Noncash gift giving involves value loss when the marginal utility of the gift to the receiver is less than the product price.

True

Type: A E: 386-387 MI: 142-143 165. In drawing a particular budget line, money income and the prices of the two products are fixed.

True

Type: A E: 386-387 MI: 142-143 166. With fixed money income, an increase in the price of one good and a decrease in the price of the other will cause the new budget line to intersect the original budget line.

True

Type: A E: 387 MI: 143 168. Each point on a single indifference curve reflects the same level of total utility for a consumer.

True

Type: A E: 387-388 MI: 143-144 167. In moving northeasterly from the origin we encounter indifference curves that reflect higher and higher levels of total utility.

True

Type: A E: 388 MI: 144 170. A rational consumer will try to achieve the highest indifference curve that his or her income will allow.

True

Type: A E: 388-389 MI: 144-145 164. Graphically, the consumer maximizes total utility where the budget line is tangent to an indifference curve.

True

Type: F E: 373-374 MI: 129-130 99. When total utility is at a maximum, marginal utility is zero.

True

You should not buy identity theft protection that only provides credit report monitoring

True

True or false: The more value an individual places on information to be learned, the more effective and efficient the individual becomes in the learning process.

True The more important it is for the individual to learn a piece of information, the more effective and efficient the individual becomes in the learning process.

True or false: When consumers have repeated exposure to positive emotion-eliciting advertisements they may show an increase in brand preference. This would be an example of classical conditioning.

True. Classical conditioning occurs with the repeated pairing of positive emotion with a brand name resulting in a positive affect.

True or false: Marketers design and position many products to reduce the arousal of unpleasant emotions.

True. Since few people like to feel powerless, sad, or humiliated, marketers often position their ads to prevent or reduce the arousal of unpleasant emotions.

primary motivation and age

semantic differential

What is the most common measurement approach to measuring self-concept? A) semantic differential B) Likert items C) 100-point constant-sum scale D) nominal variables E) open-ended questions

second city

Which PRIZM social group is characterized by smaller, less densely populated cities or satellites to major cities? A) Urban B) Suburban C) Second City D) Town & Country E) Rural

believers

innovators

strivers

survivors

Which VALS segment of consumers lead the most constricted lives, living simply on limited incomes but are relatively satisfied? A) Experiencers B) Strivers C) Survivors D) Makers E) Believers

private self concept

Which dimension of self refers to how I am or would like to be to myself? A) actual self-concept B) ideal self-concept C) private self-concept D) social self-concept E) present self-concept

actual self concept

ideal self concept

urbanicity

realist motivation

proud patrons

Which of the following is NOT one of the shopping lifestyle segments based on consumer shopping motives? A) Minimalists B) Gatherers C) Providers D) Enthusiasts E) Proud Patrons

believers

Which of the following is a VALS segment of consumers? A) Traditionalists B) Minimalists C) Blue Blood Estates D) Believers E) Enthusiasts

all of the above

Which of the following is a dimension of a consumer's self-concept? A) actual self-concept B) ideal self-concept C) private self-concept D) social self-concept E) all of the above

bon vivants

Which of the following is a lifestyle segment of Porsche owners? A) Enthusiasts B) Fast Forwards C) Traditionalists D) Bon Vivants E) all of the above

family life

Which of the following is a major PRIZM lifestage group? A) Urban B) Town & Country C) Second City D) Strivers E) Family Life

urban

Which of the following is a major PRIZM social group? A) urban B) family life C) mature years D) younger years E) all of the above

lifestyle

Which of the following is considered an outward expression of one's self-concept? A) demographics B) geographics C) lifestyle D) attitudes E) aspirations

enthusiasts

Which of the following is one of the shopping lifestyle segments based on consumer shopping motives? A) Enthusiasts B) Junkies C) Proud Patrons D) Fantasists E) all of the above

all of the above

Which of the following is typically included in a psychographic or lifestyle study? A) attitudes B) values C) activities and interests D) demographics E) all of the above

minimalists

Which segment of shoppers is primarily motivated by value, not fun and adventure? A) Minimalists B) Enthusiasts C) Traditionalists D) Gatherers E) Providers

enthusiasts

Which shopping lifestyle segment based on hedonic shopping motives is the youngest and most likely to be female? A) Minimalists B) Gatherers C) Enthusiasts D) Bon Vivants E) Traditionalists

interdependent self-concept

independent self-concept

Which of the following is FALSE regarding how emotional responses to advertising influence consumer behavior?

While emotional content in advertisements may increase attention, emotional messages have not been found to be processed more thoroughly than neutral messages.

A legally enforceable declaration of how a person wishes his or her property to be distributed after death

Will

top guns

Which of the following would not be a huge financial risk (and, therefore would not require insurance) if you had a full emergency fund of $500 or more?

You lose your cell phone

Which of the following is not a benefit of having a will?

You only need a will if you have a large estate

Which of the following statements about long-term care insurance is false?

You should not buy long-term care insurance until age 30

Sanjay records his favorite television shows each week and fast-forwards through the commercials when he watches them. What is Sanjay using to control his media exposure?

Zipping

lifestyle

_____ is how a person lives. A) Personality B) Self-concept C) Lifestyle D) Subculture E) Consumption

The likelihood and ease with which information can be recalled from long-term memory is termed _____.

accessibility

Lila is frustrated with the customer service worker because he won't answer her questions and refuses to listen to her concerns. She decides it's best to tell him she will go into the store and try to solve the issue face-to-face and hangs up the phone. What coping mechanism did Lila use?

active

What are the three broad types of coping used in response to negative emotions arising out of stressful situations?

active coping avoidance expressive support seeking

As a cognitive growth motive, the need for autonomy is considered both _____ and _____.

active; internal

Beyond projective techniques, a popular tool for identifying motives is?

addering means-end chain benefit chain

For products with low consumer involvement, what can marketers do to increase their sales?

advertise their products in reputable media that their target market is interested in

The main tasks associated with _____ are to capture attention and convey meaning.

advertising

A local car dealership advertises quite frequently on local broadcast and cable television, and it seems as though the man in the ad is always yelling for consumers to "Come on down—you'll be glad you did!" This car dealership uses the same type of ad over and over even though the specific information changes, and consumers tend to shut out the message, evaluate it negatively, or disregard it. John is so sick of these ads that he instantly changes the channel when one comes on. This is an example of _____.

advertising wearout

Denise tends to experience emotions more strongly than most people, so much so that there are some ads that she cannot even watch because they make her cry. This trait is known as _____.

affect intensity

Any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not is known as _____.

ambush marketing

Short-term memory can best be described as

an active, dynamic process.

Which type of ad is likely to receive the most attention from a consumer?

an advertisement with attractive visuals

Which type of reasoning allows consumers to use an existing knowledge base to understand a new situation or object?

analogical reasoning

High-involvement learning often involves _____.

analytical reasoning

The most complex form of cognitive learning is _____.

analytical reasoning

Select the three types of cognitive learning that are important to marketers.

analytical reasoning vicarious learning iconic rote learning

In which type of motivational conflict must a consumer choose between two attractive alternatives?

approach-approach

Allyson is craving Italian food, but she only has money for either a pizza or lasagna, both of which are equally appealing to her. Which motivational conflict is she facing?

approach-approach conflict

Match the types of motivational conflicts faced by consumers (in the left column) to their descriptions (in the right column).

approach-approach conflict: This is faced by a consumer who must choose between two attractive alternatives. approach-avoidance conflict: This is faced by a consumer making a purchase choice with both positive and negative consequences. avoidance-avoidance conflict: This is faced by a consumer who must choose between two undesirable alternatives.

There are many boxes of toothpaste on store shelves. When a consumer notices one box in particular and picks it up to read about it, that consumer is in the _____ stage of perception.

attention

One common mechanism consumers used to cope with negative emotions triggered by a marketing situation is

avoidance.

What is an example of contextual cues that influence the interpretation of an advertisement?

background color and the nature of programs surrounding an ad

The value consumers assign to a brand above and beyond the functional characteristics of the product is known as _____.

brand equity

Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' _____.

brand image

_____ refers to the schematic memory of a brand.

brand image

A target market's interpretation of a product's benefits, attributes, users, usage situations, and manufacturer characteristics constitutes

brand image.

The schematic memory of a brand is known as

brand image.

When Honda introduced its Odyssey mini-van, its advertising merely claimed, "It's the Honda of mini-vans." This is an example of _____.

brand leverage

A set of human characteristics that become associated with a brand is known as

brand personality.

How can marketers increase the attention paid to an advertisement when program involvement is low?

by improving the ad quality

How do celebrity endorsers build brand personality?

by transferring their characteristics and meanings to the brand

Bedrock is a famous wrestler who stars in advertisements for a company's all-terrain vehicle brand in order to lend a rugged image to the brand. In this example, Bedrock is a(n)

celebrity endorser.

Organizing individual items into groups of related items that can be processed as a single unit is called _____.

chunking

Robert was studying for an exam and organized lists of things into words that he could remember. For example, he needed to know five creative advertising strategies and used the first letter of each strategy to form the acronym, AIIEE. He knew what word each letter stood for and then only had to remember this acronym for the exam. What is Robert doing?

chunking

Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of _____.

chunking

What are the two basic forms of conditioned learning?

classical and operant

Coca-Cola does not advertise during the evening news because the marketer does not want the often-negative information reported on the news to create a negative feeling toward the brand. Which type of learning creates an association between the brand and some response?

classical conditioning

Low-involvement learning often involves _____.

classical conditioning iconic rote learning modeling

The process of ______ involves learning facts, attitudes, concepts, and ideas that contribute to an individual's ability to learn relationships, reason, and solve problems without direct experience or reinforcement.

cognitive learning

Which type of learning encompasses all the mental activities of humans as they work to solve problems or cope with situations?

cognitive learning

19. Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts?

concepts

Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated?

conditioning

A set of procedures that marketers apply to maximize the chances that an association between two stimuli is developed or learned by a consumer is known as

conditioning.

What strategy is used by marketers to enhance retrieval of their brands?

configuring a learning environment to resemble the most likely retrieval environment

In the context of consumer coping, an individual's ability to skillfully use emotional information to achieve a desirable consumer outcome is known as

consumer emotional intelligence.

Gwen lives in Dijon, France. To her, French wine is the only wine worth drinking, and she would never consider drinking wine from California. Gwen is exhibiting

consumer ethnocentrism

Classical conditioning in advertising can affect emotions because

consumers have repeated exposure to a positive emotion-eliciting ad.

Which type of consumers are better at perceiving, facilitating, understanding, and managing emotional information?

consumers with high emotional intelligence

Packaging in bright colors and unusual shapes can accomplish what three tasks for marketers?

convey meaning influence consumption attract attention

Advertisements must perform which two critical tasks?

convey meaning capture attention

The way consumers think and behave in reaction to a stress-inducing situation in order to reduce stress and achieve more desired positive emotions is known as

coping.

A retail strategy in which marketers promote products by placing signage near their complementary products in another area of the store is known as

cross-promotion.

Placing a sign for salsa near the taco chip aisle is an example of

cross-promotion.

Which of the following provides learning experiences that affect the type of lifestyle people seek and the products they consume?

culture family friends mass media

The danger of using attractive visuals in an advertisement for a brand is that they might

draw attention away from the brand.

Consumers learning the same information in separate contexts and consumers storing the same information in different memory modes are both examples of

dual coding.

Which form of marketing displays is likely to draw the most attention to itself?

dynamic digital signage

Infomercials are more likely to be viewed by ______, which causes them to increase the likelihood of word-of-mouth communications about a product or brand.

early adopters

The five basic traits within the Five-Factor Model are based on traits formed by what two things?

early learning genetics

What process takes place in short-term memory and serves to redefine or add new elements to memory?

elaborative activities

The use of previously stored attitudes, feelings, beliefs, values, and experiences to evaluate and interpret information in working memory as well as to add relevant previously stored information are known as

elaborative activities.

What do marketers use to enhance the attention, attraction, and maintenance capabilities of advertisements?

emotional content

Intense and relatively uncontrolled feelings that affect an individual's behavior are known as _____

emotions

The strong, relatively uncontrolled feelings that affect behavior are called

emotions

Shirley and Bud have been married for almost 50 years, but Shirley can remember their wedding day so clearly. She remembers how happy she felt that day and how wonderful it was to celebrate their marriage with all of their family and friends. She even remembers walking down the aisle, seeing her future husband waiting for her, and her father kissing her as he placed her hand in Bud's. Which type of memory does this represent?

episodic memory

The memory of a sequence of events in which a person participated is called _____.

episodic memory

Consumers high in _____ are more likely to be conservative, reject foreign-made products, and be less open to other cultures.

ethnocentrism

Brands in the schematic memory that come to mind (are recalled) for a specific problem or situation are known as the _____.

evoked set

Which type of memory is characterized by the conscious recollection of an exposure event?

explicit memory

Which of the following stages of the information-processing model constitute perception?

exposure, attention, and interpretation

A consumer who purchases a certain style of clothes to establish and reinforce a unique identity is most likely fulfilling a need for

expression

After a very negative service encounter, Sam vents his emotions and seeks emotional and problem-focused assistance from others. This is called?

expressive support seeking

In conditioned learning, forgetting is often referred to as _____.

extinction

Affective motives focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning.

false

Inner-scope Research recently found that DVR users who zip through TV ads are less "engaged" with the ads than those who did not.

false

Marketers create needs.

false

Need for uniqueness reflects an individual difference in consumers' propensity to engage in and enjoy thinking.

false

The right side of the brain is primarily responsible for verbal information, symbolic representation, sequential analysis, and the ability to be conscious and report what is happening.

false

Acute memory for the conditions surrounding a novel and astonishing event is known as a(n) ______ memory.

flashbulb

In the context of stimulus factors that affect attention, _____ refers to the manner in which a message is presented, and involves arranging items or elements to reduce competition for attention across items and elements.

format

In marketing, consumers are often required to make inferences, which

go beyond what is directly presented or stated.

In the consumer context, relationship marketers are increasingly seeking to arouse the emotion of _____ which refers to emotional appreciation for benefits received.

gratitude

What is typically associated with increased consumer gratitude toward a firm?

greater sales and positive word of mouth

Which motives emphasize development?

growth

A term that is applied to activities that take place on each side of a person's brain is

hemispheric lateralization.

Pat is purchasing new tires for his car. He expected to spend $400 or more for these tires, so he started researching on the Internet. He spent several days learning about this product and studied several consumer magazines (e.g., Consumer Reports). He decided to purchase Yokohama tires because they were rated the best tire value. Which type of learning situation does this illustrate?

high-involvement learning

Which type of learning situation is one in which the consumer is motivated to process or learn the material?

high-involvement learning

wow

i know right

Learning a concept or the association between two or more concepts in the absence of conditioning is known as _____.

iconic rote learning

Thomas is studying for a vocabulary exam by merely repeating the words and their definitions over and over. Which type of cognitive learning is this?

iconic rote learning

Learning a concept or the association between two or more concepts in the absence of conditioning is referred to as

iconic rote learning.

Which type of processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations?

imagery processing

A market researcher asked Carl about his recollection of a specific exposure event, such as seeing an advertisement, or an experience, such as driving or riding in an Acura automobile, which was the brand the researcher was interested in. While Carl could not recall a specific ad and has never traveled in an Acura, he seemed to "know" quite a bit about this brand. Carl described the brand as "reliable," "high-performance," "luxury," and "expensive." Which type of memory does this represent?

implicit memory

Which type of memory involves the nonconscious retrieval of previously encountered stimuli?

implicit memory

Donald has just learned that he has Type II diabetes, so he wants to learn as much as he can to manage his health. He reads health magazines, visits health-related websites, and reads product nutrition and ingredient information on packages. Donald's strength of learning is most likely to be strong due to which factor that affects the strength of learning?

importance

When it comes to strength of learning, ______ refers to the value consumers place on the information to be learned.

importance

Which of the following enhances the strength of learning?

importance message involvement mood repetition

Visual art in an ad (art infusion) has the ability to _____.

increase brand image

An advertiser that surrounds its ads with positive programming _____.

increases the chances that their information is evaluated in a more positive light

An advertisement theme of "do your own thing" is most likely to be based on a need for

independence

Program-length television commercials with a web address and/or a toll-free number through which a person can order or request additional information are known as

infomercials.

When consumers receive so much information they cannot or will not attend to all of it, the consumer is experiencing

information overload.

A series of activities by which stimuli are perceived, transformed into information, and stored is called _____.

information processing

Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy?

instability

Sometimes consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way, which is an effect referred to as _____.

interference

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _____.

interpretation

The assignment of meaning to a sensation, such as a scent or taste, is called

interpretation.

A motivational state caused by consumer perceptions that an advertisement, product, or brand is relevant or interesting is known as

involvement.

James begged his mother to buy him some high-top Converse shoes. When asked why he wanted these shoes, he said that he wanted them because they are comfortable. He really wanted them because his two best friends have them, and if he had them, he would be considered "cool," but he didn't want to tell his mother that. Wanting to appear "cool" to his friends represents which type of motive?

latent

Providing lots of information helps increase the amount of attention a print advertisement gains, but the same tactic doesn't work for television advertising because it

leads to information overload.

Any change in the content or organization of long-term memory or behavior is known as _____.

learning

Iconic rote learning can be defined as

learning a concept or the association between two or more concepts in the absence of conditioning.

Which of the following is the primary determinant of how material is learned?

level of involvement

Marketers make the most of brand equity by utilizing an existing brand name for new products is known as brand

leverage.

Which portion of total memory is devoted to permanent information storage?

long-term memory

Which type of memory is viewed as an unlimited, permanent storage that can store numerous types of information such as concepts, decision rules, processes, affective (emotional) states, and so forth?

long-term memory

In which type of learning situation does the consumer have little or no motivation to process or learn the material?

low-involvement learning

maintenance rehearsal

Which of the following refers to the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long-term memory?

maintenance rehearsal

Namrata is studying for a calculus exam. She doesn't want to forget any of the formulas, so she continually repeats them to herself so she will be able to remember them. Namrata is engaged in

maintenance rehearsal.

The continual repetition of a piece of information in order to hold it in current memory for use in problem solving or to transfer it into long-term memory is referred to as

maintenance rehearsal.

Karla buys Slim-Fit Jeans because she likes the way they fit. Her reasoning is an example of a _____ motive.

manifest

Match the types of consumer motives (in the left column) to the kinds of appeals marketers make to them (in the right column).

manifest motives: Direct appeals latent motives: Indirect appeals

Match the types of motives (in the left column) to their descriptions (in the right column).

manifest motives: These are motives that are known to a consumer and are freely admitted by the consumer. latent motives: These are motives that are unknown to a consumer or are such that the consumer is reluctant to admit them.

Involvement is significant to marketers because

many consumer behaviors are influenced by it.

_____ is the total accumulation of prior learning experiences.

memory

After seeing the ad for new running shoes, Joanie thought she should probably replace her shoes. The ad represents the _____ in this situation.

motive

Kelly is hungry, and this inner force is making him search for the type of food he wants to eat. He decides that an Arby's roast beef sandwich will satisfy his hunger. This inner force that is compelling him to search for food is known as a(n)

motive

Which term is often used interchangeably with the term "motivation"?

need

Match McGuire's affective growth motives (in the left column) to their descriptions (in the right column).

need for assertion: the need for success, power, admiration, accomplishment, dominance, and esteem. need for affiliation: the need to develop satisfying and mutually beneficial relationships with others. need for identification: the need to play various roles and increase the significance of adopted roles. need for modeling: the need to base behavior on others, which explains conformity within reference groups.

Which set of motives deals with our need to determine who or what causes the things that happen to us?

need for attribution

Match McGuire's cognitive growth motives (in the left column) to their descriptions (in the right column).

need for autonomy matches: people's need for independence and individuality. need for stimulation: people's need for variety and difference. teleological need: people's need to match their current situation with an image of a desired outcome or end state. utilitarian need: people's need to acquire useful skills and information from situations that they view as opportunities.

An individual difference in consumers' propensity to engage in and enjoy thinking is reflected in their

need for cognition.

Match McGuire's cognitive preservation motives (in the left column) to their characteristics (in the right column).

need for consistency: This is active and internal. need for attribution: This is active and external. need to categorize: This is passive and internal. need for objectification: This is passive and external.

Match McGuire's cognitive preservation motives (in the left column) to their descriptions (in the right column).

need for consistency: people's need to have all facets of themselves uniform with one another, with a common motive being cognitive dissonance need for attribution: people's need to determine what or who causes the things that happen to them need to categorize: people's need to organize the vast array of experiences and information they encounter in a meaningful and manageable way need for objectification: people's need for observable symbols and cues that enable them to infer what they know and feel.

Which need is activated when one's identity is threatened, motivating the person to protect his or her self-concept and utilize defensive behaviors and attitudes?

need for ego defense

Which motives reflect needs for observable cues or symbols that enable people to infer what they feel and know?

need for objectification

Match McGuire's affective preservation motives (in the left column) to their characteristics (in the right column).

need for tension reduction: This is active and internal. need for expression: This is active and external. need for ego defense: This is passive and internal. need for reinforcement: This is passive and external.

Match McGuire's affective preservation motives (in the left column) to their descriptions (in the right column).

need for tension reduction: the need to lower arousal in order to effectively manage stress and tension need for expression: the need to communicate one's identity to others through one's actions need for ego defense: the need to protect one's identity and self-concept when one gets threatened need for reinforcement: the need to act in certain ways that have been rewarded in the past in similar situations

Which of the following is NOT a type of cognitive learning?

operant

High-involvement learning often involves ____.

operant conditioning

Which of the following is NOT an individual characteristic that influences interpretation?

organization

According to the adaptation level theory, people

pay less attention to a stimulus that doesn't change.

The first three stages of the information process, which are attention, interpretation, and exposure, constitute

perception.

In ______, consumers' perceptions of the similarity of various products to each other are taken and related to product attributes.

perceptual mapping

A technique for estimating and developing a product's position is

perceptual mapping.

While motivations make consumer behavior goal directed and purposeful, _____ further guides and directs behaviors chosen to accomplish goals in various situations.

personality

An individual's characteristic response tendencies across similar situations is known as

personality.

Second-language ads are effective in leading to greater learning and recall when bilingual consumers

place high value on understanding them.

According to some researchers, what are the three basic dimensions that underlie all emotions?

pleasure, arousal, and dominance

Match the dimensions that underlie emotions (in the left column) to the emotions that fall under them (in the right column).

pleasure: affection, gratitude, serenity, faith, duty, and competence arousal: interest, surprise, involvement, contempt, distraction, and déjà vu dominance: helplessness, conflict, sadness, fear, guilt, and skepticism

Which group of consumers is better able to chunk product information?

product experts

The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called _____.

product positioning

Cars Inc., a company that manufactures toy cars, originally marketed its products as being suitable for young boys. Recently, it drastically changed its advertising methods to include girls within its target group. The company's advertisements now depict its products as being suitable for both girls and boys. What strategy did Cars, Inc. implement?

product repositioning

Vanity Fair, the makers of Lee jeans, learned from market research that young men perceived the brand as being for women. As a result, they developed an advertising campaign targeted to young men and used Buddy Lee, which is a little doll in dungarees that is portrayed as "cool," to alter this market's perception of this brand. Vanity Fair's deliberate decision to significantly alter the way the market views its brand is an example of _____.

product repositioning

Match the types of motives in regulatory focus theory (in the left column) to their descriptions (in the right column).

promotion-focused motives: These motives are related to consumers' hopes and aspirations and center on a desire for growth and development. prevention-focused motives: These motives are related to consumers' obligations and sense of duties and center on a desire for safety and security.

Marketers worry about their product promotions becoming familiar to consumers because the

promotions will no longer contrast a consumer's expectations and attract attention.

Which of the following is a strategy to reduce competitive interference?

provide external retrieval cues

Motivation is considered the

reason for behavior.

Which theory states that consumers react differently to situations depending on which broad set of motives is most important to them?

regulatory focus theory

Anything that increases the likelihood that a given response will be repeated in the future is considered _____.

reinforcement

How can accessibility of information stored in long-term memory be enhanced?

repetition rehearsal elaboration

A deliberate decision made by a company to significantly alter the way a market views its product is known as product

repositioning.

An artful deviation or unexpected twist in the way a message is communicated either visually in an advertisement's image or verbally in an advertisement's headline or text is called a

rhetorical figure.

Rhymes, puns, and metaphors used in an advertisement are examples of

rhetorical figures.

Which type of memory structure is a complex web of associations?

schema

What are two important long-term memory structures?

schema and scripts

Which of the following is NOT a specific learning theory?

schematic

script

Memory of how an action should occur is a special type of schema known as a(n) _____.

script

Ads that encourage consumers to remember past personal experiences and use language such as "you" and "your" in the copy are using the strategy of _____ to enhance message involvement.

self-referencing

semantic memory

What two types of long-term memory are of particular interest to marketers?

semantic memory episodic memory

Procter & Gamble, the maker of Crest brand toothpaste, has modified this brand to include whiteners. To encourage consumers to adopt this brand, P&G gave away free samples along with a high-value coupon on the purchase of a tube. The hope was that consumers would try the brand, purchase it at a discount, and finally buy it at full price. This is an example of _____.

shaping

The process of encouraging partial responses leading to the final desired response is known as _____.

shaping

Which of the following are the two interrelated components of memory?

short-term and long-term memory

Which component of memory is also referred to as working memory and is that portion of total memory that is currently activated or in use?

short-term memory

Which of the following characteristics influencing interpretation represents factors beyond the stimulus itself?

situational

One premise that Maslow based his hierarchy of needs on is

some motives are more basic or critical than others.

stimulus generalization

In the context of marketing, what enhances message involvement, leading to stronger memory and learning among consumers?

strategies for increasing consumer attention

Accessibility is related to which of the following?

strength of incoming linkages number of incoming linkages strength of links to nodes directness of links to nodes

A message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it is called a(n) _____ stimulus.

subliminal

What two elements are shown to increase an individual's level of interest in a television advertisement?

the use of a plot the possibility of a surprise ending to the ad

Which of the following is NOT a situational characteristic influencing interpretation?

time pressure mood number of other individuals present nature of the material surrounding the message in question

In the context of emotion reduction as a product, why are food and alcohol often consumed harmfully?

to reduce stress

The accessibility effect for brands is called _____.

top-of-mind awareness

The accessibility effect for brands in which an individual is able to recover a brand associated with a specific product category from memory, due to repetition, rehearsal, and elaboration, is known as

top-of-mind awareness.

When consumers see the new product (i.e., brand extension) as requiring the same manufacturing skills as the original, successful brand leverage is more likely. Which dimension is this referring to?

transfer

Consumer motivation and ability are the major individual factors affecting attention.

true

Emotional advertisements that trigger a positively evaluated emotion will enhance the liking of the ad itself.

true

Need for stimulation is an active, external motive.

true

Stimulus characteristics affecting interpretation include traits, organization, and changes.

true

Zipping, zapping, and muting are mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as ad avoidance.

true

Select the terms that are synonymous with brand leverage. (Select all that apply)

umbrella branding brand extension family branding

Select the terms that are synonymous with brand leverage. (Select all that apply)

umbrella branding family branding brand extension

CHANGE, an apparel company, specializes in manufacturing men's formal suits. CHANGE presents its brand by creating advertisements that show individuals wearing CHANGE suits in a professional setting. Which element has CHANGE used to communicate its brand personality?

user imagery

A marketer is more likely to increase the consumers' feelings of arousal and excitement with an advertisement that

uses warm and bright colors.

Vicarious learning can be defined as

using imagery to anticipate the outcome of various courses of action.

In the context of single-trait approach, people with a high need for cognition prefer

verbal information.

When consumers do not directly experience a reward or punishment to learn but instead observe the outcomes of others' behaviors and adjust their own accordingly, which type of learning has occurred?

vicarious learing

Using imagery to anticipate the outcome of various courses of action is a type of learning referred to as

vicarious learning.

Barry decided he needs a new car, so he started looking at commercials on television and ads in magazines as well as visiting several websites. What type of exposure does this represent?

voluntary

According to Nielsen, product placements on TV work best ________.

when the characters praise the features of the brand when an ad for the product appears during the commercial break

What two things need to be considered by marketers for a target market with multiple motives?

whether a motive is latent or manifes. the extent to which more than one motive is significant.

hwo to

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