Marketing 3010 FINAL
31) The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad? A) A person and his or her perceptions B) The marketer and its strategy of image building C) A person's beliefs D) Subconscious motives
A) A person and his or her perceptions
20) ________ derives from the knowledge that a consumer possesses about a content area. A) Expert power B) Coercive power C) Reward power D) Referent power
A) Expert power
9) A customer buying an unfamiliar product which carried a fair degree of risk would most likely engage in what type of problem solving? A) Extended problem solving B) Limited problem solving C) Habitual problem solving D) Recognition problem solving
A) Extended problem solving
27) ________ occurs when an individual may have reason to believe that the group will apply sanctions to punish nonconforming behavior. A) Fear of deviance B) Fear of commitment C) The principle of least interest D) Interpersonal influence
A) Fear of deviance
32) Angela belongs to a film club that selects and views classic movies once a month. Angela won't watch scary movies on her own, but agrees to watch the classic vampire film with the club because almost all of the other club members voted to see it. This example demonstrates which factor of conformity? A) Group unanimity B) Cultural pressure C) Fear of deviance D) Principle of least interest
A) Group unanimity
6) Others who are present in a consumer's physical and social environment when purchases are made are called ________. A) co-consumers B) by-standers C) purchase competitors D) challengers
A) co-consumers
3) A customer buying an unfamiliar product that carries a fair degree of risk would most likely engage in ________ decision making? A) cognitive B) limited C) habitual D) affective
A) cognitive
68) Casinos make their interiors very plush and expensive looking, knowing that gamblers who would be reluctant to make a $10 bet in average surroundings would gladly make $100 wagers in luxurious surroundings. Which of the following best explains gamblers' behavior? A) Mental accounting emphasizes the extraneous characteristics of the choice environment even if the results are not rational. B) Most people are unaware of the true risk of making certain decisions and believe that a larger wager has higher odds of winning. C) The luxurious surroundings increase the probability of classical conditioning through mere exposure, which results in behavior that is not rational. D) The functional risk of gambling is decreased in luxurious surroundings, leading gamblers to wager more.
A) Mental accounting emphasizes the extraneous characteristics of the choice environment even if the results are not rational.
84) Which buying decision situation has the highest level of risk and the most buyers involved in the process? A) New task B) Straight rebuy C) Modified rebuy D) Innovative rebuy
A) New task
80) Do sex-related ads work? A) Overall, the use of a strong sexual appeal is not very well received. B) Strong sexual appeals consistently outperform all other types of appeal. C) Sexual images are most effective when they attempt to "trick" the consumer into paying attention. D) There is no data to answer the question.
A) Overall, the use of a strong sexual appeal is not very well received.
76) Today many people appreciate the intimacy of exchanging items with "real people" rather than getting them from big companies. The notion of doing business with other consumers rather than with companies goes by the name ________. A) P2P commerce B) B2C commerce C) C2C commerce D) B2B commerce
A) P2P commerce
1) ________ describes the capacity to alter the actions of others. A) Social power B) Social pressure C) Social interaction D) Social involvement
A) Social power
50) ________ is the first element in the traditional communications model. A) Source B) Media C) Receiver D) Noise
A) Source
73) Most messages merely present one or more positive attributes about a product or reasons to buy it. Which of the following best describes this approach to communicating a message? A) Supportive arguments B) Two-sided message C) Refutational arguments D) Reporting bias
A) Supportive arguments
42) Despite improvements to the Fishbein model, all of the following are considered obstacles to predicting behavior using this model EXCEPT which one? A) The model has relatively weak theorems about attitudes. B) The model deals with actual behavior, not with the outcomes of behavior. C) Some behavioral outcomes are beyond the consumer's control. D) Measures of attitude often do not correspond to the behavior they are supposed to predict
A) The model has relatively weak theorems about attitudes.
29) Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors? A) Theory of cognitive dissonance B) Self-perception theory C) Social judgement theory D) Balance theory
A) Theory of cognitive dissonance
7) Which of the following general attitude functions is most closely related to the basic principles of reward and punishment? A) Utilitarian function B) Value-expressive function C) Ego-defensive function D) Knowledge function
A) Utilitarian function
88) Two important factors determine how a couple spends time and money. One of these factors is whether the couple has children. What is the other factor? A) Whether the woman works B) Whether they have jobs that require extensive travel C) Whether they have extended family members living with them D) Whether they live in an urban or suburban setting
A) Whether the woman works
10) Decisions driven by our emotional responses to a product are called ________. A) affective B) habitual C) cognitive D) compensatory
A) affective
88) A type of virtual community of consumption based on sharing online journals is called ________. A) blogs B) boards C) rings D) globs
A) blogs
67) The "good enough" perspective on decision making is known as ________. A) bounded rationality B) framing C) a nudge D) default bias
A) bounded rationality
24) The importance of weak ties in a social system is demonstrated by their ________. A) bridging function B) social contagion C) momentum effect D) diffusion responsibility
A) bridging function
56) M-commerce most likely takes place through ________. A) cell phones B) billboards C) radio satellite D) televisions
A) cell phones
18) According to the principle of least interest, the person who is least ________ has the most power in the relationship. A) committed to staying in the relationship B) susceptible to interpersonal influence C) susceptible to cultural pressures D) concerned about sanctions against nonconforming behavior
A) committed to staying in the relationship
47) Products that consumers are willing to pay more for are called ________ products. A) cult B) limited C) staple D) routine
A) cult
16) According to the ________ hierarchy of effects, the consumer considers purchases based on an attitude of hedonic consumption (such as how the product makes him or her feel or the fun its use will provide). A) experiential B) habitual C) low-involvement D) standard learning
A) experiential
58) People often make decisions on the basis of mental accounting. One facet of this accounting is making a decision based on the way a problem was posed. This is called ________. A) framing B) the sum-cost fallacy C) loss aversion D) positioning
A) framing
63) People often make decisions on the basis of a mental accounting. One facet of this accounting is making a decision based on the way a problem was posed. This is called ________. A) framing B) the sum-cost fallacy C) loss aversion D) positioning
A) framing
61) Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of the ________. A) halo effect B) principle of cognitive dissonance C) balance theory D) self-perception theory
A) halo effect
25) Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________. A) internalization B) identification C) compliance D) actualization
A) internalization
3) The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning. A) knowledge B) utilitarian C) value-expressive D) ego-defensive
A) knowledge
81) Stephanie loves flea markets and garage sales. She spends most of her Saturday mornings going from one to another. About once a month, she holds her own garage sale just to get rid of some of the items she purchased during the month. Stephanie is actively engaged in ________. A) lateral cycling B) divestment cycling C) freecycling D) underground cycling
A) lateral cycling
64) According to the ________ rule, a product with a low standing on one attribute cannot make up for this position by being better on another attribute. A) noncompensatory B) lexicographic C) elimination-by-aspects D) conjunctive
A) noncompensatory
59) According to ________, utility is defined in terms of gains and losses. A) prospect theory B) heuristics C) hyperopia D) Zipf's law
A) prospect theory
8) A hot and thirsty customer buys a cool drink and finds it very satisfying. He then buys another drink even though he had not initially planned on buying two and even though he is no longer thirsty. This is an example of ________. A) purchase momentum B) rational decision making C) behaviorally influenced purchase D) inertia
A) purchase momentum
6) If a consumer admires the qualities of another person and copies his or her behaviors, the person that is copied has ________ power. A) referent B) informational C) legitimate D) coercive
A) referent
29) Phillipe is a member of a small Harley-Davidson motorcycle club. Members meet once a week to ride and talk about their bikes. This club might exert a ________ influence on Phillipe as he decides which model of bike he buys for his girlfriend. A) referent power B) normative C) coercive power D) legitimate power
A) referent power
48) Tara was shopping for a new pair of shoes for work. The salesperson was very helpful and friendly, bringing Tara some styles she hadn't thought to try on but that she ended up really liking. Noticing Tara's University of Wisconsin tee-shirt, the salesperson said that she was a student there. Tara ended up buying three pairs of shoes rather than the one pair she had planned on. Tara's experience shows the effect of ________ on consumer behavior. A) salespeople B) atmospherics C) retail theming D) reward power
A) salespeople
47) The personality of a retail store is also called ________. A) store image B) retail theming C) store theming D) store layout
A) store image
70) According to a major study of more than 1,000 commercials, the single most important factor in whether a commercial will be persuasive is whether the communication ________. A) stresses a unique attribute of benefit of the product B) employs a sexual symbol or suggestion C) provides specific price information D) features a credible spokesperson
A) stresses a unique attribute of benefit of the product
20) Most Americans will state that they are always rushed for time even though many people have opportunities for leisure. This perception is referred to as ________. A) time poverty B) the leisure paradox C) psychological time D) circular time
A) time poverty
16) A typical antecedent state that a consumer might experience as he or she approaches the purchase environment is ________. A) time pressure B) sales interactions C) product disposal D) point-of-purchase stimuli
A) time pressure
60) Sophie tells Nick about a great new restaurant. Sophie is practicing ________. A) word-of-mouth communication B) social advertising C) group advertising D) viral advertising
A) word-of-mouth communication
85) Pam Henry is a purchasing agent for MicroTell. Each Tuesday she places an order for ten boxes of photocopier paper with her supplier. Ms. Henry is participating in which type of buying situation? A) New task B) Straight rebuy C) Modified rebuy D) Innovative rebuy
B) Straight rebuy
87) Characterize the straight rebuy, the modified rebuy, and new task decision in organizational purchasing. Provide an example of each.
Answer: a. The straight rebuy is like a habitual decision. This entails an automatic decision as when an inventory level reaches a pre-established reorder point. Most organizations maintain an approved vendor list. As long as experience with the vendor is satisfactory, there is little to no ongoing information search or evaluation. b. A modified rebuy situation involves limited decision making. It occurs when an organization wants to repurchase a product or service, but with some minor modifications. This decision might involve a limited search for information, most likely by speaking to a few vendors. The decision will probably be made by one or a few people. c. A new task involves extensive problem solving. Because the decision has not been made before, there is often a serious risk that the product won't perform as it should or that it will be too costly. The organization designates a buying center with assorted specialists to evaluate the purchase; they typically gather a lot of information before coming to a decision.
46) Explain the term "behavioral economics."
Answer: Behavioral economics focuses on the effects of psychological and social factors on economic decisions we make, and many of the choices are anything but rational.
77) Neuromarketing refers to the use of MRI tools that try to understand and then apply a human decision maker's multiattribute preferences for a product category.
Answer: FALSE
45) Define framing.
Answer: Framing is how we pose the question to people on what exactly we are asking them to do.
18) What is an evoked set?
Answer: The evoked set consists of all those product alternatives actively considered by the consumer during his/her choice process. It is composed of products already in memory (the retrieval set) as well as those prominently displayed in the retail environment.
64) ________ occurs when people appear to "forget" about the negative source and change their attitude. A) Halo effect B) The sleeper effect C) Native advertising D) Sock puppeting
B) The sleeper effect
89) Amanda thought she had been cheated by a local car dealership. She was so upset that she created a Web site to share her story with the world. What is the most likely result of Amanda's action? A) Most readers will think that Amanda is a little nutty and ignore her Web site. B) Amanda's Web site will decrease the credibility of the dealership's ad and will influence potential buyers to stay away from the dealership. C) Even if it is read extensively, Amanda's Web site will have little effect on how people see the dealership or Amanda. D) The Web site will actually increase sales at the dealership by giving them free advertisements.
B) Amanda's Web site will decrease the credibility of the dealership's ad and will influence potential buyers to stay away from the dealership.
42) ________ is the conscious designing of retail space and its various dimensions to evoke certain effects in buyers. A) Pretailing B) Atmospherics C) Marketing-landscaping D) Store image
B) Atmospherics
83) Which of the following is NOT a category in the buyclass theory of purchasing? A) Straight rebuy B) Innovative rebuy C) Modified rebuy D) New task
B) Innovative rebuy
75) ________ are generally more involved in a product category and actively search for information. A) Market mavens B) Opinion seekers C) Innovators D) Reference groups
B) Opinion seekers
76) A consumer can recognize problems as either an opportunity or a need. How should promotions differ between those emphasizing opportunities and those emphasizing needs? A) Promotions emphasizing needs should attempt to increase a consumer's ideal state, while promotions emphasizing opportunities should simply give locations where the products can be found for purchase. B) Promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased. C) Promotions emphasizing needs should increase the ideal state, while opportunity promotions should attempt to decrease the ideal state. D) Promotions emphasizing needs should decrease the ideal state, while promotions emphasizing opportunities should provide buying locations.
B) Promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased.
12) The psychological dimension of time or how it is experienced is an important factor in what mathematical study? A) Polychromic activity B) Queuing theory C) Temporal tasking D) Physical metrics
B) Queuing theory
12) Phillip admires the qualities of the Sigma Chis on his college campus. Since he has decided to try and pledge this group, he begins to imitate the qualities that he perceives the group has. What type of power does the fraternity seem to be displaying with respect to Phillip and his behavior? A) Legitimate power B) Referent power C) Expert power D) Reward power
B) Referent power
7) ________ influence helps the consumer make decisions about specific brands or activities. A) Normative B) Social cue C) Selective D) Coercive
B) Social cue
31) ________ happens when we do not devote as much time and effort to a task as we could because our contribution is part of a larger group effect. A) Brand community B) Social loafing C) Principle of least interest D) Brand feats
B) Social loafing
41) Which of the following theories measures attitude toward the act of buying, rather than only the attitude toward the product itself? A) The theory of cognitive dissonance B) The theory of reasoned action C) The balance theory D) The theory of trying
B) The theory of reasoned action
4) Which attitude function is associated with a focus on particular social identities and lifestyles (e.g., "What sort of man reads Playboy?")? A) Utilitarian B) Value-expressive C) Ego-defensive D) Knowledge
B) Value-expressive
25) When companies use celebrities in their ads they are using the principle of ________ reference groups. A) membership B) aspirational C) coercive D) normative
B) aspirational
50) Julie Morgan loves to go into Springer's Old Country Gifts. It always smells like a field of spring flowers. The lighting gives all the products a warm glow, and the mood music is just perfect for casual browsing. After her visit to the store, Julie is always in a better mood. Springer's Old Country Gifts has attracted Julie with its ________. A) store position B) atmospherics C) subliminal clues D) marketscape theme
B) atmospherics
2) The functional theory of attitudes was initially developed to explain how ________. A) people identify with products B) attitudes facilitate social behaviors C) attitudes are learned from family and friends D) attitudes change over an individual's lifetime
B) attitudes facilitate social behaviors
60) Source ________ refers to the perceived social value of a message source. A) valence B) attractiveness C) class D) hierarchy
B) attractiveness
14) The pressure to conform that escalates as more and more group members "cave in" is called ________. A) polarization B) bandwagon C) loafing D) homophily
B) bandwagon
41) A store environment that has been made to resemble a living room where customers can relax, hang out with friends, or even learn is referred to as a(n) ________. A) marketscape B) being space C) mindscape D) activity space
B) being space
26) Researchers agree that there are various levels of commitment to an attitude. The lowest form of involvement is ________. A) identification B) compliance C) internalization D) commitment
B) compliance
5) Evaluating the effort when we need to make a particular choice is called the ________. A) want B) constructive process C) need D) routine process
B) constructive process
30) Every summer, thousands of motorcycle enthusiasts converge at Sturgis, South Dakota, for a motorcycle rally. They fill up every campground, motel, and hotel, in the vicinity. This annual illustrates a(n) ________. A) normative clan B) consumer tribe C) maven network D) aspirational group
B) consumer tribe
58) The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________. A) culture and ethnicity B) credibility and attractiveness C) credibility and recency D) attractiveness and recency
B) credibility and attractiveness
46) One of the most important in-store factors is the salesperson. This influence can be understood in terms of ________ theory, which stresses that each participant gives something to the other and hopes to receive something in return. A) gestalt B) exchange C) gemba D) satisfaction/dissatisfaction
B) exchange
73) Meagan is planning her wedding and wants everything to be just right. Because she feels overwhelmed by all of the information to sort through and the choices to make, she hires a wedding planner to make many of the decisions and purchases for her. Meagan's wedding planner is best described as a(n) ________. A) innovative communicator B) surrogate consumer C) opinion seeker D) key informant
B) surrogate consumer
69) A marketing manager who wants to identify opinion leaders for her product category should ________. A) find government officials who use the product B) find socially active persons who are intensely interested in the product category and who are similar to the other customers C) find intellectuals who can write and speak well so that product communication will be facilitated D) look for people who stand out in a crowd
B) find socially active persons who are intensely interested in the product category and who are similar to the other customers
65) Buying decisions that are made with little or no conscious effort are called ________. A) close minded B) habitual C) satisficing D) extended
B) habitual
31) Kraft has repackaged its salad dressings as "anything" dressings to encourage people to shift their ________ and consider the dressings as a complement to more than just salads. A) demonstration signals B) knowledge structures C) mental maps D) mean-end chains
B) knowledge structures
72) According to the two-factor theory, the net effect of being exposed repeatedly to the same message is a combination of ________. A) argument and counter-argument B) learning and tedium C) compliance and non-compliance D) affect and cognition
B) learning and tedium
28) If a fireman told you to leave your apartment, you would comply because the fireman has ________ power. A) referent B) legitimate C) coercive D) reward
B) legitimate
1) Tomorrow, Janice will be attending a party with a buffet. In anticipation of splurging on delicious food, she is eating very little today. Janice is using a ________ to help her estimate consumption over time and regulate her behavior. A) constructive process B) mental budget C) diet D) cognitive process
B) mental budget
90) A set of socially relevant nodes connected by one or more relations is called a social ________. A) graph B) network C) message D) group
B) network
30) Tanya type scans the newspaper ads every day for new information about current fashion styles and trends, even though she isn't thinking about buying clothes anytime soon. Tanya is engaging in a(n) ________ search. A) pre-purchase B) ongoing C) internal D) delayed
B) ongoing
10) A ________ orientation dimension distinguishes between people who prefer to do one thing at a time and those who have multitasking timestyles. A) social B) polychronic C) planning D) temporal
B) polychronic
7) The success of ________ hinges on the marketer's ability to convince the consumer to consider its product within a given category. A) identifying competitors B) positioning strategy C) exemplar products D) product locations
B) positioning strategy
19) James' friend, whom he admires and respects, just purchased a new car. James decides to buy the same model. This situation illustrates the influence of ________. A) information power B) referent power C) social power D) legitimate power
B) referent power
59) In general, advertising is more effective when it ________ than when it ________. A) tries to create new product preferences; reinforces our existing product preferences B) reinforces our existing product preferences; tries to create new product preferences C) relies upon word-of-mouth tactics; relies upon viral marketing tactics D) relies upon viral marketing tactics; relies upon word-of-mouth strategies
B) reinforces our existing product preferences; tries to create new product preferences
61) British psychologist Frederic Bartlett used ________ to examine how information mutates. A) transmission B) serial reproduction C) negative information D) core information
B) serial reproduction
51) When a shopper visits a store like Best Buy to explore options for big-ticket items like TVs or appliances and then he or she finds a cheaper price for the specific model online, the shopper is engaging in ________. A) window shopping B) showrooming C) browsing D) phableting
B) showrooming
26) According to ________, a company can make money if it sells small amounts of items that only a few people want, if the company sells enough different items. A) feature creep B) the long tail C) Zipf's Law D) neuromarketing
B) the long tail
40) Researchers have added to the original Fishbein multiattribute model. The name of this extended-Fishbein model is the ________. A) linked Fishbein model B) theory of reasoned action C) Phillips approach D) subjective norm model
B) theory of reasoned action
44) Some theorists have proposed a model that focuses on studying consumer goals as a way to explore attitude formation. According to this model, what consumers believe they have to do to attain their goals would also be part of any evaluation of attitudes. Which of the following theories would be most closely linked to the statements above? A) theory of reasoned action B) theory of trying C) theory of direct response D) rejection theory
B) theory of trying
8) Allison Chewie felt she was always pressed for time; she was feeling ________. A) time pressure B) time poverty C) psychological time D) social time
B) time poverty
75) Allen has a store that rents only formal wear to men, such as tuxedoes. Allen sells to a highly segmented market based on ________. A) product disposal B) usage situation C) mood D) sales interaction
B) usage situation
1) ________ is a lasting, general evaluation of people, objects, advertisements, or issues. An object B) A power C) An attitude D) An image
C) An attitude
15) James Otis wants to be "just like Mike" (basketball star Michael Jordan) and has for many years. James has purchased Jordan-gear, follows Jordan's career, and he has often thought about how to give back to his community the way MJ has. Which of the following reference group terms would apply to James Otis and his relationship with Michael Jordan? A) Membership group B) Avoidance group C) Aspirational group D) Tribal group
C) Aspirational group
16) The plain and simple fact is that Ralph has body odor. Worse than that, Ralph does not seem to care. Ralph's clothes are in shambles, and his personal hygiene could certainly be improved. For most people, Ralph would be in which of the following groups? A) Aspirational group B) Cohesive group C) Avoidance groups D) Deindividualization groups
C) Avoidance groups
32) ________ considers how people perceive relations among different attitude objects, and how they alter their attitudes to remain consistent. A) Social judgement theory B) Foot-in-the-door theory C) Balance theory D) Rejection theory
C) Balance theory
74) ________ refers to a strategy in which a message presents two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes. A) Cognitive differentiation B) Emotional appeal C) Comparative advertising D) Conclusion advertising
C) Comparative advertising
75) A politician attempts to gain support for her campaign for mayor by releasing a poll showing that almost 70 percent of the city's voters support her position on property taxes. What basic psychological principle is the politician using to persuade voters that she should be the next mayor? A) Consistency B) Authority C) Consensus D) Liking
C) Consensus
19) ________ is the process by which the consumer surveys his or her environment for appropriate data to make a reasonable decision. A) Problem recognition B) Evaluation of alternatives C) Constructive perspective D) Behavioral influence perspective
C) Constructive perspective
3) Which of the following is considered a post-purchase process? A) The shopping experience B) Mood C) Consumer satisfaction D) Shopping orientation
C) Consumer satisfaction
1) ________ includes a buyer, a seller, and a product or service and other factors. A) Seller consumption B) Buyer consumption C) Consumption situation D) None of the above
C) Consumption situatio
7) Which of the following is an unpleasant psychological state? A) Density B) Arousal C) Crowding D) Expectancy
C) Crowding
57) ________ describes consumption at the low end. A) Routine buying B) Complex buying C) Inertia D) Utilitarian
C) Inertia
22) ________ is the process by which the consumer surveys the environment for appropriate data to make a reasonable decision. A) Problem recognition B) Evaluation of alternatives C) Information search D) Product choice
C) Information search
82) When a consumer exchanges something he or she owns for something the other person owns, it is referred to as: A) Recycling B) Dealing in the underground economy C) Lateral cycling D) Bicycling
C) Lateral cycling
15) The perception of time is different in different cultures. It would likely be most accepted for employees to be paid by the hour in a culture with which of the following perceptions of time? A) River B) Map C) Pressure cooker D) Mirror
C) Pressure cooker
9) Which dimension of psychological time includes the categorization of "time for me"? A) Temporal orientation dimension B) Planning orientation dimension C) Social dimension D) Polychromic dimension
C) Social dimension
5) ________ argue(s) that each of us has several "selves that relate to groups." A) Cultural pressures B) Social loafing C) Social identity theory D) Membership groups
C) Social identity theory
27) Which of the following best describes intelligent agents? A) Cookies used to track IP addresses of computer users B) People who can help computer users with problems they encounter when trying to shop online C) Sophisticated software programs that use collaborative filtering technologies to learn from past user behavior to recommend new purchases D) Search engines specifically designed for online marketing and other forms of e-commerce
C) Sophisticated software programs that use collaborative filtering technologies to learn from past user behavior to recommend new purchases
19) Some stores have a clearly defined image (either good or bad). Others tend to blend into the crowd. Which of the following factors does NOT shape store image? A) Location B) Merchandise C) Sustainability D) Congeniality of the sales staff
C) Sustainability
63) A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired celebrity would ifthe dark-haired celebrity was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work here? A) Celebrities should be attractive, but not too attractive. B) The celebrity's image should match that of the product, and blond-haired models are too common for the exclusive image of gold. C) The celebrity's image should match that of the product and should embody cultural meaning. D) The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image.
C) The celebrity's image should match that of the product and should embody cultural meaning.
76) The Berry and Dale advertising agency has proposed a new campaign for Bayer aspirin to overcome the public's tendency to "tune out" Bayer commercials. The proposed technique involves creating ten different 15-second spots that all demonstrate reasons for using Bayer aspirin. Which theory of message communication is the agency trying to use for in its proposal for Bayer aspirin? A) The trait-factor theory B) The balanced communication theory C) The two-factory theory D) The theory of reasoned action
C) The two-factory theory
49) What type of cybermediaries are intelligent agents? A) They are travel agents who answer questions online. B) They are people who can help computer users with problems they encounter when trying to shop online. C) They are computer programs that recommend products based on past purchasing patterns. D) They are search engines specifically designed for marketing online.
C) They are computer programs that recommend products based on past purchasing patterns.
14) Wynona was impulsive. Her friends accused her of being calculating, but she thought of herself as simply an analytical thinker. She wanted what she wanted and tomorrow could take care of itself. Researchers would classify her as being a hedonic variety-seeker. Which of the following time metaphors would best capture Wynona's perspective of time? A) Time is a pressure cooker. B) Time is a map. C) Time is a feast. D) Time is a mirror.
C) Time is a feast.
11) A study found that women who engage in extensive information search and comparison shopping were most likely to select which of the following metaphors to express their perspective of time? A) Time is a pressure cooker. B) Time is a river. C) Time is a map. D) Time is a feast.
C) Time is a map.
79) Which statement best explains the research findings about using two-sided messages to communicate with consumers? A) Two-sided messages are widely used and are very effective in reaching target audiences. B) Two-sided messages are cost-prohibitive. C) Two-sided messages can be quite effective, yet marketers rarely use them. D) Two-sided messages are no different from one-sided messages and are used equally by marketers.
C) Two-sided messages can be quite effective, yet marketers rarely use them.
43) In a(n) ________, consumers participate in the production of the products or services they buy. A) pop-up store B) minipreneur shop C) activity store D) sharing site
C) activity store
38) People's moods and behaviors are strongly influenced by their physical surrounding. Two dimensions, ________, determine whether a shopper will react positively or negatively to a store environment. A) color and size B) size and activity C) arousal and pleasure D) perceived risk and level of involvement E) motivation and self-concept
C) arousal and pleasure
58) The ________ a group is, the more likely members are to engage in social loafing. A) more homogeneous B) smaller C) bigger D) less homogenous
C) bigger
66) When using the ________ rule of decision making, a consumer evaluates brands on the most important attribute, but specific cutoffs are imposed. A) lexicographic B) elimination-by-aspects C) conjunctive D) compensatory
C) conjunctive
2) According to ________, we evaluate the effort we'll need to make a particular choice and then we tailor the amount of cognitive "effort" we expend to make that choice. A) cognitive processing B) mental processing C) constructive processing D) behavioral processing
C) constructive processing
4) A ________ includes a buyer, a seller, a product or service and other factors, such as how the physical environment makes one feel. A) post-purchase process B) purchase process C) consumption situation D) psychological situation
C) consumption situation
24) Features actually used to differentiate among choices are called ________ attributes. A) evaluation B) search C) determinant D) segmentation
C) determinant
79) The steps that consumers practice to gradually distance themselves from things they treasure so that they can sell or recycle them are called ________. A) recycling instincts B) tangential cycling C) divestment rituals D) underground reinvestments
C) divestment rituals
25) Dimensions we use to judge the merits of competing options are called ________. A) rational factors B) attributes C) evaluative criteria D) emotional factors
C) evaluative criteria
80) Beth likes to volunteer at a local food bank. Because she once worked at a large supermarket and saw lots of food that had not been purchased, she arranged for a local store to give unsold items to the food bank. Beth was engaged in ________. A) lateral cycling B) divestment cycling C) freecycling D) underground cycling
C) freecycling
62) A mental or problem-solving shortcut to make a decision is called a(n) ________. A) determinant B) detail rule C) heuristic D) experience rule
C) heuristic
49) Anna Jeter has a sudden urge she couldn't resist to buy a new purse; she was engaging in ________. A) unplanned buying B) point of purchase stimuli C) impulse buying D) none of the above
C) impulse buying
4) Power that is granted by virtue of a social agreement, such as the authority we give to police officers, is called ________. A) referent power B) information power C) legitimate power D) expert power
C) legitimate power
15) The ________ hierarchy of effects assumes the consumer does not initially have a strong preference for one brand over another. Instead, a consumer acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used. A) experiential B) habitual C) low-involvement D) standard learning
C) low-involvement
34) Margaret stayed on top of what was happening in the marketplace, but she was not necessarily the first to purchase items when they first came out. Margaret would be classified as a(n) ________. A) opinion leader B) innovator C) market maven D) market analyst
C) market maven
8) A group composed of people that the consumer actually knows is called a(n) ________ reference group. A) aspirational B) tribal C) membership D) networked
C) membership
50) Chen Lo uses a decision rule that says "Only buy well-known brand names" when selecting a set of golf clubs. He does not look at price, the store, or even discounts when purchasing clubs. Chen Lo's purchasing pattern is an example of a consumer using a ________. A) habit decision rule B) compensatory rule C) noncompensatory rule D) conjunctive rule
C) noncompensatory rule
26) Within groups, informal rules of behavior are called ________. A) beliefs B) values C) norms D) interpersonal dynamics
C) norms
72) Individuals with the ability to influence others' attributes or behaviors are considered ________. A) reference groups B) experts C) opinion leaders D) avoidance leaders
C) opinion leaders
23) The first step in the cognitive decision-making process is ________. A) information search B) evaluate alternatives C) problem recognition D) per purchase search
C) problem recognition
4) The first stage in the consumer decision-making process is ________. A) information search B) evaluation of alternatives C) problem recognition D) product choice
C) problem recognition
2) A(n) ________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior. A) opinion group B) demographic group C) reference group D) focus group
C) reference group
60) A decision strategy that seeks to deliver an adequate solution rather than the best possible solution is referred to as ________. A) inertia B) rationalizing C) satisficing D) anchoring
C) satisficing
22) Several research methods are used to study reference groups and opinion leadership. ________ methods trace communication patterns among members of a group. These techniques allow researchers to systematically map out the interactions that take place among group members. A) momentum B) behavioral C) sociometric D) geodemographic
C) sociometric
62) A communicator's expertise, objectivity and trustworthiness refer to ________. A) corporate social responsibility B) ethics C) source credibility D) expert power
C) source credibility
77) Rick Tuan has a unique problem. He must persuade a good friend to stop smoking. He knows that if he just says "Quit," his message will be rejected. Instead, Rick chooses to offer a ________ message in which he presents the positives and negatives of quitting smoking. He feels sure that his approach will have a greater likelihood of success with his friend. A) supportive B) low-involvement C) two-sided D) refutational
C) two-sided
6) A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. A) principle B) belief C) personality trait D) attitude
D) attitude
11) ________ are frequently able to influence others' attitudes or behavior. A) Environmental cues B) Anti-brand communities C) Opinion leaders D) All of the above
D) All of the above
73) A company who uses the home shopping party method is ________. A) Amway B) Avon C) Mary Kay D) All of the above
D) All of the above
10) Which of the following is a new kind of avoidance group that has grown in popularity through the Web? A) Virtual communities of consumption B) Virtual worlds C) Consumer tribes D) Anti-brand communities
D) Anti-brand communities
82) Directories and portals, Web site evaluators, forums, fan clubs, and user groups are all forms of which of the following? A) Web retailers B) Cybercash C) Design groups D) Cybermediaries
D) Cybermediaries
53) Which of the following is NOT one of the basic kinds of theming techniques used by retailers? A) Landscape B) Marketscape C) Mindscape D) Cyberscape
D) Cyberscape
91) Which term refers to exchanges of resources, information, or influence among members of networks? A) Media multiplexity B) Flaming C) Lurkers D) Flows
D) Flows
33) Roger was really angry when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," and complained to the local grocery store manager. In this example, which degree of commitment would be most closely associated with Roger and his attitudes? A) Compliance B) Identification C) Information acquisition D) Internalization
D) Internalization
89) ________ is a frenzied, guilt-ridden compromise between conflicting cultural ideals of motherhood and professionalism. A) Kin-network system B) Dad advertising C) Home shopping D) Juggling lifestyle
D) Juggling lifestyle
21) If a consumer's ideal state is very near or identical to his or her actual state, which of the following best describes the type of problem recognition the consumer would most likely have? A) Opportunity recognition B) Need recognition C) Search recognition D) No problem recognition
D) No problem recognition
45) A coupon-dispensing machine in a grocery aisle and an employee handing out free samples of a new product are both examples of ________. A) pretailing B) retail theming C) shopping orientations D) POP stimuli
D) POP stimuli
55) ________ acknowledges that marketers will be more successful when they communicate with consumers who have already agreed to listen to them. A) Authorized marketing B) Reach marketing C) Target marketing D) Permission marketing
D) Permission marketing
54) Which of the following factors does NOT help to define a salesperson's role (and effectiveness)? A) Age B) Appearance C) Education level D) Personality
D) Personality
28) Which of the following occurs when a consumer uses a selected product and decides whether it merits his/her expectations? A) Feature creep B) Inertia C) Framing D) Post-purchase evaluation
D) Post-purchase evaluation
20) ________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired state. A) Information search B) Evaluating alternatives C) Evaluating of evoked set D) Problem recognition
D) Problem recognition
17) ________ is the degree to which a person is able to make other people do something. A) Referent power B) Identity power C) Group power D) Social power
D) Social power
52) Online shoppers in general do not value this aspect of a Web site: A) The ability to click on an item to create a pop-up window with more details about the product, including price, size, colors, and inventory availability. B) The ability to click on an item and add it to your cart without leaving the page you're on. C) The ability to touch the merchandise through better imagery, more product descriptions, and details. D) The ability to separate product images on several pages to determine whether they look good together.
D) The ability to separate product images on several pages to determine whether they look good together.
59) What does the sleeper effect suggest about source credibility? A) If a receiver is not paying attention, a message cannot be effective. B) Many people can learn the important parts of a message even when asleep. C) The effectiveness of a message will increase over time. D) The effectiveness of positive sources over less positive sources can be erased over time.
D) The effectiveness of positive sources over less positive sources can be erased over time.
30) ________ states when a person is confronted with inconsistencies among attitude or behavior, he/she will take action to restore consistency. A) Theory of attitude B) Theory of consistency C) Theory of commitment D) Theory of cognitive dissonance
D) Theory of cognitive dissonance
33) ________ proposes that a small group of influences disseminates information because they can modify the opinion of a large group. A) Influence network B) Influence cascades C) Opinion leaders D) Two-step flow model of influences
D) Two-step flow model of influences
51) What is a major distinction between customers who purchase a product because they are brand loyal and those who purchase by inertia? A) The cost of the product B) The social risk of the product C) Whether the purchase is made after a compensatory or noncompensatory decision process D) Whether the customers hold a very positive or weak attitude toward the product
D) Whether the customers hold a very positive or weak attitude toward the product
14) A component of a hierarchy of effects is ________. A) non-experiential hierarchy B) standard learning hierarchy C) high involvement hierarchy D) all of the above
D) all of the above
3) A type of reference group is ________. A) membership B) aspirational C) avoidance D) all of the above
D) all of the above
44) Hedonic shopping motives include ________. A) social experiences B) interpersonal attraction C) thrill of the hunt D) all of the above
D) all of the above
6) A bucket in consumer decision making is ________. A) cognitive B) habitual C) affective D) all of the above
D) all of the above
9) A reason why consumers conform is ________. A) cultural pressures B) fear of deviance C) commitment D) all of the above
D) all of the above
43) One element in the muliattribute attitude model is ________. A) evaluations B) salient beliefs C) object-attribute linkage D) beliefs
D) beliefs
48) A consumer who buys the same brand over and over again exhibits ________. A) staple purchasing B) rational purchase C) customization D) brand loyalty
D) brand loyalty
61) The alternatives actively measured during a consumer's choice process are the ________ set. A) inert B) evoked C) evaluate D) consideration
D) consideration
51) When Sally sees an ad in a newspaper about a particular product, goes to the store, reviews the actual product offer in the store, rejects the product, and tells the salesperson why she did not buy the product, she is providing ________ in the communications model established by the store. A) noise B) a message C) media forms D) feedback
D) feedback
5) Psychologist David Katz developed the ________ of attitudes. A) clinical theory B) classical theory C) neoclassical theory D) functional theory
D) functional theory
74) Anna and David both have the same college degree, belong to the same social class, and attend the same church. This situation illustrates ________. A) influence network B) positive reinforcement C) referent power D) homophily
D) homophily
39) All multiattribute attitude models specify the importance of attributes, beliefs, and ________. A) action variables B) motivations C) regency of events D) importance weights
D) importance weights
29) Latrell finds that every time he goes to select athletic shoes he always buys the same brand. In fact, he doesn't even remember trying on any of the other competitive brands even though some of these brands have attractive styles and prices. Latrell's purchase decision process has become one of less and less effort. Latrell's decision process in an example of ________. A) cognitive dissonance B) brand loyalty C) ineptness D) inertia
D) inertia
5) The day reconstruction method requires a respondent to ________. A) dispose of any unused product during a specified period of time B) keep a record of everything he or she recycles during the month C) try to remember what he or she did a month ago on the same day of the week D) keep a diary of everything he or she did during the day
D) keep a diary of everything he or she did during the day
40) Innovative merchants have turned to retail theming to provide new ways to stimulate and encourage consumers during their shopping experience. A retailer that used a simulated outdoor environment (such as a fishing pond with real fish) to attract outdoor enthusiasts to the retail store is using a ________ theme. A) marketscape B) cyberspace C) mindscape D) landscape
D) landscape
74) A garage sale is an example of what is called ________. A) the profit motive B) renewing C) casting away D) lateral recycling
D) lateral recycling
2) According to the consumer behavior model presented in the text, the ________ includes the shopping experience, point-of-purchase stimuli, and sales interactions. A) antecedent state B) post-purchase process C) cognitive process D) purchase environment
D) purchase environment
23) Anna asks people in her social group their opinion about a movie before she watches it. Her social group is an example of a(n) ________. A) group norm B) leaderboard C) core group D) reference group
D) reference group
78) Elizabeth created a print ad in which the coach of a football team was shown standing out in the middle of a hay field. The text read, "UNR's Coach Roberts....outstanding in his field." Elizabeth was using a literary device called ________. A) metaphor B) simile C) allegory D) resonance
D) resonance
39) A general attitude toward shopping is called ________. A) shopping addiction B) shopping feeling C) shopping psychology D) shopping orientation
D) shopping orientation
21) A(n) ________ is a marketing intermediary retained by a consumer to guide what that consumer buys. A) market maven B) opinion leader C) power user D) surrogate consumer
D) surrogate consumer
13) Jane's aunt wants a cashmere blanket to put over her legs when she watches television from her favorite chair. Jane could drive 50 miles and pay $90 for the blanket, or she could order one off the Internet for $168. Because Jane works fifty hours a week, cares for three children, and tries to help her aunt, she opts to buy the blanket on the Internet. This is an example of how ________ influences the consumer decision-making process. A) rich media B) subliminal advertising C) perceived risk D) time poverty E) sensory marketing
D) time poverty
71) The fine line between familiarity and boredom has been explained by the ________, which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad. A) balance theory B) repetition theory C) halo theory D) two-factor theory
D) two-factor theory
17) Consumer satisfaction/dissatisfaction is part of the ________ step of the consumer decision-making process. A) problem recognition B) information search C) evaluation of alternatives D) product choice E) postpurchase evaluation
E) postpurchase evaluation
18) When a consumer is determining her overall feelings or attitudes about a product after purchasing it, she is involved in the ________ step of the consumer decision-making process. A) problem recognition B) information search C) evaluation of alternatives D) product choice E) postpurchase evaluation
E) postpurchase evaluation
