MKT201

Which of the following is the best example of a hedonic shopping motive? a. A consumer shops to "hang-out" with friends at a local mall. b. A consumer shops because he is angry. c. A consumer shops to provide food for survival. d. A consumer shops because she is discouraged and depressed.

a. A consumer shops to "hang-out" with friends at a local mall.

Which of the following best describes a norm? a. A norm is what is considered normal within a group. They are so taken for granted that most people don't know what their norms are until they see one violated. b. Norms are the laws of a culture. They are behaviors that are so important that they are written into law. c. Norms are so "normal" to a group that even small children can describe them in detail to outsiders. d. Norms are the universal behaviors that set us apart as humans irrespective of the culture in which a person happens to live. Norms allows people to understand at least parts of other cultures.

a. A norm is what is considered normal within a group. They are so taken for granted that most people don't know what their norms are until they see one violated.

Which of the following is true about the phenomenon of nostalgia? a. Adults older than 30 are particularly susceptible, but people of all ages can feel nostalgic. b. Adults older than 50 are particularly susceptible to nostalgia, but people younger than 40 are more likely to reserve their warm feelings for future events. c. Most adults are about equal in the amount of nostalgia that they feel. d. Nostalgia is an important marketing variable, but researchers have no reliable methods of measuring it.

a. Adults older than 30 are particularly susceptible, but people of all ages can feel nostalgic.

Many ________ cultures stress the importance of a collective self, in which the person's identity is derived in large measure from his or her social group. a. Eastern b. Northern c. Western d. Southern

a. Eastern

A philosophy that translates customers' feelings into design elements is called ________ engineering. a. Kinsei b. pleasure c. relationship d. reverse

a. Kinsei

Max's family is part of what is called "the new rich." They are the newer social elite, drawn from current professionals. His father is a medical doctor and his mother is vice president at a large urban bank. Max's family (based on the description given in the text) belongs to which of the following social class categories? a. Lower b. Upper c. Upper d. Lower

a. Lower

________ involves a process of acquiring information and storing it over time so that it will be available when needed. a. Memory b. Recognition c. Comprehension d. Attention

a. Memory

________ learning occurs when people watch the actions of others and note the reinforcements they receive for their behaviors. a. Observational b. Encoding c. Retrieval d. Masked

a. Observational

Do sex-related ads work? Which of the following best answers this question? a. Overall, the use of a strong sexual appeal is not very well received. b. They outperform all other appeal formats. c. They 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.

What is the most challenging aspect of marketing to Asian Americans, aside from language barriers? a. They are culturally diverse. b. They buy only from their native lands. c. They do not trust the American financial or credit system. d. They show little affinity for American-made products.

a. They are culturally diverse.

When is a consumer most likely to engage in extended problem solving? a. This decision mode is most common when the decision is related to the person's self-concept and there is a high degree of risk. b. This decision mode is most common when the decision is related to the person's past behavior and product reinforcements. c. This decision mode is most common when acceptable products are already contained within the consumer's evoked set. d. This decision mode is most common when the decision is related to products that are considered to be low self-concept involvement.

a. This decision mode is most common when the decision is related to the person's self-concept and there is a high degree of risk.

A person with social power has the ability to alter the actions of others. a. True b. False

a. True

An age cohort consists of people who are of a similar age and have undergone similar experiences. a. True b. False

a. True

Asian Americans look closely at brands but are not very brand loyal. This is likely the result of heightened status consciousness. a. True b. False

a. True

At Whole Foods supermarket in Seattle, shoppers take part in a "singles" night the first Friday of every month. This is a good illustration of lifestyle marketing. a. True b. False

a. True

Charles lived in Maine, went to college in New Hampshire, and then moved to Boston to work. When Charles was 30 years old, he lost his job and moved back to live with his parents in Maine until he found another job. Charles would be called a boomerang kid by marketers. a. True b. False

a. True

Collective decision-making occurs when more than one person is involved in the purchasing process for products or services that may be used by multiple consumers. a. True b. False

a. True

Conditioning effects are more likely to occur after the conditioned and unconditioned stimuli have been paired a number of times. a. True b. False

a. True

Discretionary income is the money available to a household over and above that required for a comfortable standard of living. a. True b. False

a. True

Education is one determining factor in who gets a bigger piece of the economic pie. a. True b. False

a. True

For teens, buying products such as nipple rings and purple hair dye expresses the rebellion versus conformity conflict common to all teens. a. True b. False

a. True

Humorous ads get attention, but many times the humor distracts from the promotional message. a. True b. False

a. True

Involvement can be seen as the motivation to process information a. True b. False

a. True

Janice feels that she makes many of her decisions based on the fact that she is an introvert. Introversion seems to affect her taste in clothes, outside activities, and even her independence. Janice is making consumption decisions based on a personality theory called trait theory. a. True b. False

a. True

Learning refers to a relatively permanent change in behavior that is caused by experience. a. True b. False

a. True

Lifestyle is a statement about who one is in society and who one is not. a. True b. False

a. True

Marketing researchers know that if they are to be successful with teenagers, they must understand what teenagers believe to be "cool." a. True b. False

a. True

Maslow's hierarchy of needs implies that the order of needs is fixed. a. True b. False

a. True

Men and women who are exposed to beautiful models in advertisements and commercials are likely to alter their perceptions of their own body shapes. a. True b. False

a. True

Most current explanations of motivation focus on cognitive factors rather than biological ones to understand what drives behavior. a. True b. False

a. True

Most customers who experience an environment that is both pleasant and arousing will interpret it as an exciting environment. a. True b. False

a. True

Needs are created when the actual state of a customer declines. a. True b. False

a. True

One benefit of e-commerce is that consumers can find products and services for which they will be able to get greater price information. a. True b. False

a. True

Opinion leaders also are likely to be opinion seekers a. True b. False

a. True

Opinion leaders often absorb much of the risk in buying new products because they generally buy them first. a. True b. False

a. True

People often engage in brand switching, even when their current brand satisfies their needs a. True b. False

a. True

Personality refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment. a. True b. False

a. True

Social risk occurs when the consumer's risk capital consists of self-esteem and self-confidence. a. True b. False

a. True

The "thrill of the hunt" is a hedonic shopping motive. a. True b. False

a. True

The degree to which a person is willing to expend energy to reach one goal as opposed to another reflects his or her underlying motivation to attain that goal. a. True b. False

a. True

Traditionally, consumer researchers have approached decision makers from a rational perspective. a. True b. False

a. True

Western cultures tend to subscribe to an independent understanding of the self, which emphasizes the inherent separateness of each individual. a. True b. False

a. True

When shopping with others, some people are more likely to choose risky alternatives than they would be if shopping alone. This behavior occurs due to the risky shift effect. a. True b. False

a. True

Word-of-mouth has a more powerful effect on consumers than paid advertising does. a. True b. False

a. True

What makes a commercial message persuasive? The answer (according to a major study) is that the single most important feature is whether the communication contains ________. a. a brand-differentiating message b. a sexual symbol or suggestion c. price information d. a credible spokesperson

a. a brand-differentiating message

The ________ threshold refers to the minimum amount of stimulation that can be detected on a sensory channel. a. absolute b. differential c. intensity d. relative

a. absolute

Which form of learning listed below assumes that learning takes place as the result of responses to external events? a. behavioral learning b. cognitive learning c. incidental learning d. Gestalt learning

a. behavioral learning

M-commerce is communicated primarily through what medium? a. cell phones b. billboards c. radio satellite d. TV

a. cell phones

According to the principle of least interest, the person who is least ________ has the most power in a relationship. a. committed to staying in the relationship b. susceptible to interpersonal influence c. susceptible to cultural pressures d. afraid of sanctions against nonconforming behavior

a. committed to staying in the relationship

Phillipe is a member of a small Harley-Davidson motorcycle club. They 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 to buy for his girlfriend. a. comparative b. normative c. selective d. legitimate power

a. comparative

All consumers carry a schema in their minds when they enter the marketplace. According to the principles of perceptual vigilance and defense, a marketer should be careful to create a promotion for the new product that ________. a. conforms to the customers' schemata b. violates the customers' schemata c. requires that customers defend their current views about the product category d. is simple and easy to understand

a. conforms to the customers' schemata

Size, color, position, and novelty are all strategies for creating which of the following? a. contrast b. adaptation c. positioning d. thresholds

a. contrast

Many factors contribute to conformity. The Japanese are noted for valuing collective well-being and group loyalty over individual needs. Which of the following conformity factors best explains this behavior? a. cultural pressures b. commitment c. group size d. susceptibility to interpersonal influence

a. cultural pressures

The accumulation of shared meanings, rituals, norms, and traditions among the members of an organization or society is a definition of ________. a. culture b. social class c. the family life cycle d. a reference group

a. culture

A marketer who segments a population by age and gender is using ________ to categorize consumers. a. demographics b. psychographics c. roles d. lifestyle

a. demographics

Which of the following is considered a limitation of e-commerce? a. expensive to order and then return b. lack of real-time pricing c. lack of reasonable delivery times d. lack of price information

a. expensive to order and then return

Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged? a. exposure b. attention c. adaptation d. interpretation

a. exposure

A customer buying an unfamiliar product which carries 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

Which of the following is NOT one of the three distinct children markets? a. gatekeeper market b. influence market c. primary market d. future market

a. gatekeeper market

All of the following are important components of social class EXCEPT ________. a. gender b. income c. educational attainment d. occupational prestige

a. gender

Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of a ________. a. halo effect b. principle of cognitive consistency c. match-up hypothesis d. self-perception theory

a. halo effect

When a woman buys an expensive mink coat, which of the following needs is probably being expressed? a. hedonic b. utilitarian c. rational d. biogenic

a. hedonic

FLC models relate to ________. a. how families change over the length of a marriage and the number of children b. the federal government's method of controlling the growth of B2B commerce c. the federal government's regulation of rental living conditions d. how the size of family units has changed over the last 100 years

a. how families change over the length of a marriage and the number of children

People who belong to the same social class have which of the following in common? a. income levels b. personalities c. ethnicity d. family structure

a. income levels

A number of specific decision roles are played when a collective decision must be made. The person who brings up the idea or need is the ________. a. initiator b. gatekeeper c. influencer d. buyer

a. initiator

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

Social class is a strong predictor of purchases that have symbolic aspects, but low to moderate prices. Which of the following is the best example of a product with those characteristics? a. liquor b. cars c. homes d. refrigerators

a. liquor

If a social researcher wanted to investigate social status in a small city, her best choice for a questionnaire would be one that included questions or observations on education, area of residence, total family income per year, and ________. a. occupation prestige level of household head b. membership groups of the primary income earners c. ability to communicate via the Internet and other electronic communication channels d. ability to win friends and influence people

a. occupation prestige level of household head

Another name for instrumental conditioning is ________ conditioning. a. operant b. neo-classical c. stimulus d. reward

a. operant

If a new product increases the ideal state of a customer without changing her actual state, then a(n) ________ has been created. a. opportunity b. search c. accident d. need

a. opportunity

An individual may not process stimuli that are in some way threatening, or may distort the meaning of the stimuli to make it less threatening. This type of perceptual filter is called ________. a. perceptual defense b. perceptual vigilance c. subliminal perception d. adaptation

a. perceptual defense

Cultures differ in terms of how influence is distributed and how people react to others who have more or less influence. This dimension of culture is called ________. a. power distance b. uncertainty avoidance c. masculinity/femininity d. individualism

a. power distance

In the process of ________, certain properties of a stimulus evoke a schema. a. priming b. differentiating c. indexing d. perceptual mapping

a. priming

Jeff had collected a nice wardrobe before graduating from college. All of his friends considered him "well dressed." After the first day at his new job, however, Jeff immediately went out and replaced most of his clothes with what was considered to be professional dress clothing. Jeff had just experienced the power of a new ________. a. reference group b. private luxury c. avoidance group d. brand community

a. reference group

If a consumer admires the qualities of another person and copies his or her behaviors, the person that is copied is said to have ________ power. a. referent b. informational c. legitimate d. coercive

a. referent

Pavel was an inventor. He read that there were several million people who could not sleep at night until they looked under the bed. He invented a light that could be put under a bed and went on automatically when someone looked there. Pavel's product is designed to help people perform a ________. a. ritual b. symbolic exchange c. convention d. rite of passage

a. ritual

The field of ________ examines the correspondence between signs and symbols and their role in the assignment of meaning. a. semiotics b. enunciation c. Gestalt d. hyperreality

a. semiotics

According to a recent survey, the majority of women worldwide want what kind of families? a. smaller families b. larger families c. extended families d. nontraditional families

a. smaller families

Reference group effects are stronger for purchases that are ________. a. socially conspicuous b. mostly unseen by others c. necessities d. made frequently

a. socially conspicuous

From a semiotic perspective, every marketing message has three basic components. Which of those components is the sensory image that represents the intended meaning? a. the sign b. the object c. the interpretant d. the structure

a. the sign

A person in the middle class, but with an income at least 15 percent lower than the median for the middle class, would be known as a(n) ________ consumer. a. underprivileged b. lower-class c. desperate d. lower-middle class

a. underprivileged

Males and females have different appreciations of textures (touch sensitivity). When feeling fabrics, men evaluate which of the following as "high class"? a. wool b. silk c. denim d. cotton

a. wool

Ellen was asked to fill out a questionnaire. She described herself as more likely to engage in exercise, more likely to go out to bars and restaurants, and as consuming more alcohol than people in other age groups. Which of the family life cycle categories would Ellen best fit? a. young bachelors and newlyweds b. families with young children c. families with older children d. older couples without children

a. young bachelors and newlyweds

The fact that people often buy products not for what the products do but for what they mean implies that a product's basic function is unimportant. a. True b False

b False

Which of the following is an example of utilitarian influence? a. An individual seeks information about various brands from a professional. b. An individual's decision to purchase a particular brand is influenced by the preferences of family members. c. An individual feels that the purchase of a particular brand will enhance the image others have of her. d. An individual seeks brand-related knowledge and experience from friends, neighbors, colleagues, and relatives who have reliable information about the brand.

b. An individual's decision to purchase a particular brand is influenced by the preferences of family members.

Which of the following distinguishes Asian Americans from other subcultures in the United States? a. Asian Americans constitute the largest subculture in the United States. b. Asian Americans are the best educated of any ethnic subculture in the United States. c. Asian Americans have the distinction of having a common language that acts as a unifying cultural d. agent.

b. Asian Americans are the best educated of any ethnic subculture in the United States.

Which of the following is needed to predict purchases of expensive symbolic products? a. Only income data is needed. b. Both income and social class data are needed. c. Only social class data is needed. d. Only social class data is needed unless products are being purchased in the global market.

b. Both income and social class data are needed.

________ marketers specialize in meeting the needs of organizations such as corporations, government agencies, hospitals, and retailers. a. Consumer b. Business-to-business c. Filter-down d. Horizontal

b. Business-to-business

________ was first demonstrated by experiments performed on dogs by Ivan Pavlov, a Russian physiologist doing research on digestion in animals. a. Instrumental conditioning b. Classical conditioning c. Rejection conditioning d. Extinction conditioning

b. Classical conditioning

________ income is the money available to a household over and above that required for a comfortable standard of living. a. Capital b. Discretionary c. Net d. Golden

b. Discretionary

________ memories relate to events that are personally relevant; therefore, a person's motivation to retain these memories will likely be strong. a. Sensory b. Episodic c. Primary d. Elaborative

b. Episodic

A membership reference group is made up of idealized figures such as successful business people, athletes, or performers. a. True b. False

b. False

A primary group is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior. a. True b. False

b. False

According to a Freudian system of analysis, the superego is the counterweight to the ego. a. True b. False

b. False

According to the definition given in the text, the object of an attitude (Ao) can be an object, but not a person. a. True b. False

b. False

According to the definition of consumer behavior, how a consumer disposes of an idea and accepts another is not part of consumer behavior a. True b. False

b. False

Age cohorts share similar problems because they are more genetically similar than are people from different cohorts. a. True b. False

b. False

Although there are many differences between social classes, almost all these differences can be summarized by the differences that income makes in a person's life. a. True b. False

b. False

An individual's motivation to distance himself from a negative reference group can not be as powerful as his motivation to please a positive group. a. True b. False

b. False

Because different symbols are needed to evoke nostalgia in people of different age cohorts, multigenerational marketing strategies are rarely effective. a. True b. False

b. False

Because of cultural pressure, almost all cultures in the world require the same amount of conformity. a. True b. False

b. False

In an organization, the initiator fills the role of trying to sway the outcome of the decision. a. True b. False

b. False

Incidental learning occurs after a very concentrated search for information. a. True b. False

b. False

It is normal for the actual state to be lower than an ideal state. Consequently, the average person is in a constant readiness state for problem recognition. a. True b. False

b. False

It is unusual for consumers to have multiple role identities. a. True b. False

b. False

Most opinion leaders are celebrities rather than everyday consumers. a. True b. False

b. False

Motivation explains the strength of behavior, but not its direction a. True b. False

b. False

Motivational research is based on the trait theory of personality. a. True b. False

b. False

Neuromarketing refers to the use of software tools that try to understand and then apply a human decision maker's multiattribute preferences for a product category. a. True b. False

b. False

Sally opens the mail, sorts it for content and need, throws away materials that she does not think are necessary and puts the mail in three executives' mailboxes. In this instance, Sally functions as an influencer. a. True b. False

b. False

Social class appears to be a poor predictor of purchases that have symbolic aspects and low to moderate prices (such as liquor and cosmetics). a. True b. False

b. False

Sony offers a five-year warranty and a free customer hot line. The brand personality trait inference consumers will most likely make based on this brand's action is one of familiarity and sophistication. a. True b. False

b. False

Sylvester is a financially poor college student. He tries to make every purchase decision a wise one because of his economic situation. Based on the types of risk mentioned in the text, Sylvester's primary risk when making decisions would appear to be a psychological risk. a. True b. False

b. False

The communications model requires a source, and a message, but receivers of the message are not part of the model. a. True b. False

b. False

The experiential perspective stresses the importance of learning in decision-making. a. True b. False

b. False

The first step in the consumer decision-making process is to conduct an information search. a. True b. False

b. False

The model that a broadcast message is perishable doesn't work as well with the rise of narrowcasting. a. True b. False

b. False

The most common method of identifying opinion leaders is to use the social registry document kept by most city newspapers. a. True b. False

b. False

The observational learning process begins with a step called motivation. a. True b. False

b. False

The reality principle, according to Freudian psychology, is behavior guided by the primary desire to maximize pleasure and avoid pain. a. True b. False

b. False

When a retail customer senses a sudden urge that simply can't be ignored, the customer is experiencing unplanned buying. a. True b. False

b. False

Sheila believes she is a practical consumer. She is always on the lookout for better ways to order her life and make housework easier. New products that promise to help with these tasks catch her eye. However, she sometimes makes mistakes by buying products that do not deliver on their promises to do the work required. Considering the above description, Sheila could be prone to which of the following types of perceived risk? a. Monetary risk b. Functional risk c. Social risk d. Psychological risk

b. Functional risk

An advertisement for a national shampoo that shows a plain-looking woman using the product, then transforming to a beautiful woman with a new hairstyle, dressed in elegant clothes, waiting for the "man of her dreams" to appear on her doorstep, would best illustrate which of the following criticisms of the marketing system? a. Marketing makes society overly materialistic. b. Marketers promise miracles. c. Marketers create artificial needs. d. Marketers control popular culture.

b. Marketers promise miracles.

A subculture is a group whose members share beliefs and common experiences that set them apart from others. Which of the following is the best reason supporting the validity of age being considered as a subculture? a. People of a certain age share the same genetic traits. b. People of the same age have common memories about cultural heroes and historical events. c. Age is a subculture because of the definitions adopted by the U.S. Census Bureau. d. Age has been traditionally thought of as a subculture and consumer behaviorists have seen no reason to modify that long-standing belief.

b. People of the same age have common memories about cultural heroes and historical events.

A consumer could recognize a problem as either an opportunity or a need. How would promotions differ between those emphasizing opportunities and those emphasizing needs? a. Promotions emphasizing needs should attempt to increase the consumer's ideal state b. Promotions emphasizing opportunities should attempt to increase the ideal state c. Promotions emphasizing needs should increase the ideal state d. Promotions emphasizing needs should decrease the ideal state

b. Promotions emphasizing opportunities should attempt to increase the ideal state

________ memory permits temporary storage of information we receive from our senses. a. Short-term b. Sensory c. Cognitive d. Working

b. Sensory

Do fear appeal ads work? Which of the following best answers this question? a. They work well if the threat is very weak. b. They work if the threat is moderate and when a solution to the problem or difficulty is presented. c. They work if the threat is high and vividly elaborated. d. There is no data to answer the question.

b. They work if the threat is moderate and when a solution to the problem or difficulty is presented.

________ spend less than average on most products and services because their households are small and their incomes are low. a. A. DINKS b. Twentysomethings c. Thirtysomethings d. Seniors

b. Twentysomethings

Which of the following is NOT one of the rules for successfully engaging young consumers? a. Don't talk down. b. Use logic over emotion. c. Don't try to be what you're not stay true to your brand image. d. Show that you know what they're going through, but keep it light.

b. Use logic over emotion.

Which of the following is NOT one of the three stages of the process of perception? a. interpretation b. adaptation c. attention d. exposure

b. adaptation

What do the "A, B, Cs" of the ABC model of attitudes stand for? a. attitudes b. affect c. assumptions d. approval

b. affect

The elderly market is well suited for segmentation. The primary reason for this is that these consumers ________. a. are affluent b. are easy to identify by age and stage in the family life cycle c. watch a great amount of television d. will answer almost any question posed to them

b. are easy to identify by age and stage in the family life cycle

The functional theory of attitudes was initially developed to explain how ________. a. people identify with products b. attitudes facilitate social behavior c. attitudes are learned from family and friends d. attitudes change over an individual's lifetime

b. attitudes facilitate social behavior

Source ________ refers to the message source's perceived social value. a. valence b. attractiveness c. class d. hierarchy

b. attractiveness

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

According to the definition of learning, how could a researcher ever show that cognitive learning had taken place in a subject? a. only by asking the subject if he or she had learned something b. by measuring a behavioral change that could directly be tied to a previous experience c. by measuring the brainwave pattern of the subject d. by relying upon an intuitive feel for the amount of learning the subject had experienced

b. by measuring a behavioral change that could directly be tied to a previous experience

The ________ influence is the reference group influence that helps the consumer make decisions about specific brands or activities. a. normative b. comparative c. selective d. coercive

b. comparative

Families have alternatives in purchasing. In a(n) ________ purchase decision, the group agrees on the desired purchase, differing only in terms of how it will be achieved. a. accommodative b. consensual c. contemplative d. authoritarian

b. consensual

Having too many choices in the marketplace is referred to as ________. a. purchase dilemma b. consumer hyperchoice c. pseudo-choice d. secondary demand

b. consumer hyperchoice

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

Evan was an aggressive, rich, and determined businessman originally from a working class family. He had become wealthier than he had ever imagined by buying and selling other businesses. Evan seemingly could do anything until he tried a hostile takeover of an old established bank owned by several prestigious families. When his bid failed, Evan said, "I always knew there was an elite but up to now I thought I was a part of it." What type of capital was Evan lacking? a. economic b. cultural c. psychological d. sociological

b. cultural

Wal-Mart tracks the habits of the 100 million customers who visits its stores each week and responds with products and services directed toward those customers' needs based on the information collected. This is an example of ________ marketing a. undifferentiated b. database c. relationship d. consumer-generated

b. database

The ________ threshold refers to the ability of a sensory system to detect changes between two stimuli. a. absolute b. differential c. intensity d. relative

b. differential

What theory of motivation is related to the idea that customers desire a state of balance called homeostasis? a. instinct theory b. drive theory c. expectancy theory d. need theory

b. drive theory

A woman no longer receives compliments on the perfume that she wears. In learning terms, the stimulus-response connection has weakened. Which of the following processes explains what has occurred to the woman in the example? a. negative reinforcement b. extinction c. punishment stimulation d. coercion

b. extinction

A Confucian perspective stresses the importance of ________, which focuses on others' perceptions of the self and the desire to maintain status in the eyes of others. a. conformity b. face c. self-esteem d. social comparison

b. face

According to the exposure factor leading to adaptation, frequently encountered stimuli ________ as the rate of exposure increases. a. adapt b. habituate c. prime d. overload

b. habituate

Which of the following reference group influence forms is most associated with the following situation? Carl knows that Bert has had experience with various types of motor oils because Bert is a mechanic for a large Cadillac dealership. Carl asks Bert to compare his brand against Quaker State. Bert tells Carl that Quaker State can't be beat for performance and durability. a. coercive influence b. information influence c. utilitarian influence d. value-expressive influence

b. information influence

Early work on motivation ascribed behavior to ________, a view that is now largely discredited. a. economics b. instinct c. demand d. goals

b. instinct

John wants to teach his dog to do tricks such as "sit up," "roll over," and "fetch a stick." By systematically rewarding his dog for responding in the correct way, John is able to accomplish great progress over a 30-day period. John was able to teach his dog using which of the following learning processes? a. classical conditioning b. instrumental conditioning c. stimulation conditioning d. extinction conditioning

b. instrumental conditioning

Person, object, and situational factors are the three types of influences that determine a person's level of ________. a. enculturation b. involvement c. values d. wants

b. involvement

If a fireman told you to leave your apartment, you would comply because the fireman has ________ power. a. information b. legitimate c. expert d. Reward

b. legitimate

What form of marketing is based on the premise that a marketer will be much more successful when he communicates with consumers who have already agreed to listen to him? a. segmented marketing b. lifestyle marketing c. e-commerce marketing d. permission marketing

b. lifestyle marketing

A consumer who uses a few simple decision rules to arrive at a purchase decision is using which of the following? a. routine response behavior b. limited problem solving c. graduated response behavior d. extended problem solving

b. limited problem solving

Political candidates who get the most media exposure are more likely to win an election because of the effect of ________ in determining one's set of referents. a. propinquity b. mere exposure c. group cohesiveness d. reference bias

b. mere exposure

What type of information search is a female customer engaged in when she scans the newspaper ads every day for new information on fashions, even though she isn't thinking of buying anything anytime soon? a. prepurchase search b. ongoing search c. internal search d. delayed search

b. ongoing search

Researchers measure ________ on dimensions that include "feel-age" and "look-age." a. chronological age b. perceived age c. age cohort d. social age

b. perceived age

Because the brain's capacity to process information is limited, consumers are very selective about what they pay attention to and tend to select stimuli that relate to their current needs. This type of perceptual filter is called ________. a. perceptual defense b. perceptual vigilance c. subliminal perception d. adaptation

b. perceptual vigilance

The ________ route to persuasion is taken when the person is not really motivated to think about the arguments made in a communication message. a. central b. peripheral c. dual d. systematic

b. peripheral

An active attempt to change attitudes is called ________. a. behavior modification b. persuasion c. communication d. cognition

b. persuasion

Lifestyle, attributes, competitors, and quality are all dimensions marketers can use to carve out a brand's ________ in the marketplace. a. personality b. position c. priming d. trade dress

b. position

If a woman gets compliments after wearing Obsession perfume, she is more likely to keep buying the product and wearing it. What type of instrumental conditioning has occurred in the situation? a. neutral reinforcement b. positive reinforcement c. negative reinforcement d. symbolic reinforcement

b. positive reinforcement

A consumer researcher who examines consumers' lifestyles and personalities is studying ________. a. demographics b. psychographics c. social class d. roles

b. psychographics

The psychological dimension of time or how it is experienced is an important factor in what mathematical study? a. polychronic activity b. queuing or queuing theory c. temporal tasking d. physical metrics

b. queuing or queuing theory

Research has indicated that the color ________ creates feelings of arousal and stimulates appetite. a. blue b. red c. yellow d. black

b. red

The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of ________. a. advertising bombardment b. sensory overload c. sensory shifting d. circuit overcapacity

b. sensory overload

One of the basic ways to separate age cohorts is to focus on the fact that they ________. a. discriminate against those outside their cohort b. share many common memories about cultural heroes or events c. share common views about sex and morals d. do not share many values

b. share many common memories about cultural heroes or events

The element of a communications model in which the message originates is the ________. a. medium b. source c. receiver d. consumer

b. source

Behavioral learning theorists do not focus on internal thought processes; rather, they look to external evidence to study learning. What aspects of the environment are of most concern to behaviorists in studying learning? a. energy and work b. stimulus and response c. thought and memory d. sensation and perception

b. stimulus and response

When a B2B buyer purchases the same product over and over without modification, the buying strategy is known as a(n) ________. a. old task b. straight rebuy c. modified rebuy d. new task

b. straight rebuy

According to Weber's Law, the ________ the initial stimulus, the greater a change must be for people to notice the change. a. more typical b. stronger c. weaker d. more unusual

b. stronger

Like end consumers, organizational buyers are influenced by both internal and external stimuli. Which of the following is an example of an organizational buyer's internal stimuli? a. the nature of the organization b. the buyer's willingness to take risks c. the technological environment's impact on the organization d. the economic environment's impact on the organization

b. the buyer's willingness to take risks

A simple rule for moving through the problem recognition stage of consumer decision-making is that the greater the difference between the ideal and actual states, ________. a. the less likely that a problem will be recognized b. the greater the likelihood that a problem will be recognized c. the more sensitive the consumer is to frustrated needs d. the less sensitive the consumer is to frustrated needs

b. the greater the likelihood that a problem will be recognized

The growth of consumption communities, which give members a forum for sharing opinions and recommendations about specific products, has been most affected by which of the following? a. more frequent use of market segmentation strategies b. the growth of the Web c. decreasing brand loyalty in tough economic times d. the increasing diversity of the American population

b. the growth of the Web

Which of the following has led an increasing number of men and women ages 18 to 24 to return home to live with their parents? a. increasingly difficult college entrance requirements b. the shrinking job market c. shifting cultural attitudes toward nontraditional families d. the growing number of extended family living situations

b. the shrinking job market

Victoria's Secret recruited college students to act as role models and brand ambassadors, giving away free-gift flyers and invitations to special screenings, in a marketing campaign aimed at ________. a. youth tribes b. tweens c. baby busters d. baby boomers

b. tweens

A nuclear family is defined as ________. a. one parent and at least one child b. two parents and at least one child c. two generations of a family plus one renter d. three generations of a family

b. two parents and at least one child

According to the ________ perspective, under the right circumstances a group of people is smarter than the smartest people within the group. a. mere exposure phenomenon b. wisdom of crowds c. deindividuation d. normative influence

b. wisdom of crowds

Which of the following questions would be LEAST likely to appear on a questionnaire designed to determine consumer confidence? a. "Would you say that you and your family are better off or worse off financially than a year ago?" b. "Will you be better off or worse off a year from now?" c. "Are you happy with your wife (husband)?" d. "Do you plan to buy a car in the next year?"

c. "Are you happy with your wife (husband)?"

Advertising to teens typically depicts ________. a. respected adults recommending the product b. qualified experts explaining the benefit of the product c. "in" teens using the product d. family members of two or three generations using the product together

c. "in" teens using the product

Which of the following statements best describes a myth? a. A myth is a fiction that large numbers of people in a culture believe to be true. b. A myth is a story that people enjoy because it separates those in the know from those who are not culturally aware. c. A myth is a story containing shared cultural symbolic meaning. The story may literally be true or false,but it conveys some cultural truth. d. A myth is an old story that has existed for so long that everyone in a culture can relate to it through shared memories.

c. A myth is a story containing shared cultural symbolic meaning. The story may literally be true or false,but it conveys some cultural truth.

One important system of marketing psychographic measures is AIOs. What do AIOs measure? a. Agreeableness b. Activities c. Activities d. Age

c. Activities

________ refers to a strategy in which a message compares two or more specifically named or recognizably presented brands and compares them in terms of one or more specific attributes. a. Cognitive differentiation b. Emotional appeal c. Comparative advertising d. Conclusion advertising

c. Comparative advertising

What is the popular title given to couples who have double incomes and have no kids? a. boom-babies b. fastlaners c. DINKS d. MUPPIES

c. DINKS

Age, education, income, occupation, family size, and stage in the life cycle are all illustrations of which of the following lifestyle dimensions? a. Activities b. Interests c. Demographics d. Opinions

c. Demographics

Mr. Patterson is 59-years-old. His annual household income is $500,000. He has been married to the same woman most of his adult life. He doesn't spend much on clothing. According to research, how is Mr. Patterson different from the typical American millionaire? a. He is older. b. He has a long-standing marriage. c. His household income is greater. d. He doesn't spend as much on clothing.

c. His household income is greater.

________ 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. Information search d. Product choice

c. Information search

Mona feels that she is moderately knowledgeable about foreign films. He almost nothing about these films, while her other friend Wanda has just f the highest grade in the class. Of the three friends, who is most likely to s new foreign film being shown on campus before deciding to see the film? a. A. Wanda b. Kim c. Mona d. Both Mona and Kim will seek more information than Wanda.

c. Mona

________ refers to the process that causes people to behave as they do. a. Goals b. Needs c. Motivation d. Drives

c. Motivation

In instrumental conditioning, what is the distinction between negative reinforcement and punishment? a. There is no difference. They are two words for the same thing. b. Negative reinforcement can occur when a stimulus is positive, and punishment occurs when a stimulus is painful. c. Negative reinforcement occurs when a negative outcome is avoided, while punishment is a negative outcome in response to an action. d. Negative reinforcement creates a preference for negative results, while punishment teaches people to avoid negative results.

c. Negative reinforcement occurs when a negative outcome is avoided, while punishment is a negative outcome in response to an action.

What is the primary purpose of a perceptual map? a. The map outlines how the product process functions. b. Perceptual maps diagram the differences between the sense systems. c. Perceptual maps outline where a product stands in comparison to competitors in the minds of consumers. d. The map shows the threshold values of various retail stimuli.

c. Perceptual maps outline where a product stands in comparison to competitors in the minds of consumers.

________ occurs when a stimulus is below the level of an individual's awareness. a. Absolute threshold b. Differential threshold c. Subliminal perception d. Perceptual selection

c. Subliminal perception

Which of the following best describes the concept of a teenager? a. Most cultures have historically separated youth between the ages of 13 to 17 as being neither children nor adults. b. Most primitive cultures have isolated youth between 13-to-17 as being unstable and incapable of membership in adult life. c. The entire concept of being a teenager is a relatively new historical development that did not exist prior to about 60 years ago. d. The concept of a teenager began to appear in Western cultures about 200 years ago as a result of practices by Native American tribes.

c. The entire concept of being a teenager is a relatively new historical development that did not exist prior to about 60 years ago.

Which of the following is generally true about Asian Americans? a. They tend to be very brand loyal. b. They are not attracted to products that express material status. c. They are one of the least brand-loyal of all American subcultures. d. They are less likely than the average American to buy high-tech gadgets.

c. They are one of the least brand-loyal of all American subcultures.

The way a culture arranges values in order of importance is referred to as ________. a. differential values b. an acculturated importance set c. a value system d. enculturation

c. a value system

What is the first step in the standard learning theory hierarchy approach (e.g., one where attitudes are based on cognitive processing information)? a. affinity b. intentions c. cognition d. behavior

c. cognition

What type of learning theory emphasizes that people are problem solvers who actively use information from the world around them to master their environment? a. instrumental conditioning b. classical conditioning c. cognitive learning d. operant conditioning

c. cognitive learning

An age ________ consists of people of similar ages who have undergone similar experiences. a. sect b. file c. cohort d. conjoint

c. cohort

Classical conditioning takes place when a ________ is continuously matched with a ________. a. conditioned stimulus; conditioned response b. unconditioned response; conditioned response c. conditioned stimulus; unconditioned stimulus d. unconditioned stimulus; unconditioned response

c. conditioned stimulus; unconditioned stimulus

A politician attempts to gain support for her 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

The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas , or experiences to satisfy needs and desires is called ________. a. lifestyle marketing b. role marketing c. consumer behavior d. marketing research

c. consumer behavior

Which of the following is considered a postpurchase process? a. the shopping experience b. mood c. consumer satisfaction d. shopping orientation

c. consumer satisfaction

Which of the following is an unpleasant psychological state? a. density b. arousal c. crowding d. expectancy

c. crowding

According to the ________ factor leading to adaptation, simple stimuli habituate because they do not require attention to detail. a. exposure b. vigilance c. discrimination d. relevance

c. discrimination

According to the information processing-approach to studying the memory process, information enters in a way the system will recognize in the ________ stage. a. storage b. retrieval c. encoding d. decoding

c. encoding

Susan loves showing homes to new buyers. She is good at what she does, and she can always show a home in its best light. Recently, Susan has been getting more and more Asian-American buyers. She has found that she has had to take some time to study ________, which controls the flow of positive energy through a home and brings good luck, if she is to be successful with these buyers. a. bio-light b. transactional flow c. feng shui d. song ki

c. feng shui

Michelle Roberts has a tough job at PJK Tile. She has to examine information from vendors and decide which of these vendors (and their proposals) should be presented to her company's purchasing group. No one at PJK Tile sees more information on vendors than Michelle. Which of the following roles does Michelle fulfill for PJK Tile? a. initiator b. influencer c. gatekeeper d. buyer

c. gatekeeper

Although every culture is different, several dimensions appear to account for much of the variability among different cultures. Which of the following is NOT among those dimensions? a. power distance b. uncertainty avoidance c. general psychology d. masculinity/femininity

c. general psychology

When Jane shops, she must feel the fabric of any potential clothing buy before she even bothers to see what the design is. She has a high need to touch. Which sense system is important to Jane in her clothing shopping? a. visual b. basic orientation c. haptic d. liminal

c. haptic

If at least one person lives at an address, this person and any other occupants of the address are considered to be a(n) ________. a. extended family b. nuclear family c. household d. mixed dwelling

c. household

Which functional area of culture is most closely related to the idea of a common worldview? a. ecology b. social structure c. ideology d. socio-psychology

c. ideology

Much learning takes effort and time, but some learning is so casual as to be unintentional. This type of learning is referred to as ________ learning. a. stage one b. subliminal c. incidental d. evoked

c. incidental

Every time Sue Samuels comes in from a long selling trip, she always makes sure to give reports to all her colleagues on knowledge she has gained and experiences she had while on the road. She has found that her "information tips" are a great way to set the stage for decision-making that she would like to go her way. Based on her actions, what role is Sue playing in her organization? a. initiator b. gatekeeper c. influencer d. user

c. influencer

Which of the following refers to the meanings we assign to sensory stimuli? a. schema b. semiotics c. interpretation d. perception

c. interpretation

The minimum difference that can be detected between two stimuli is known as the ________. a. "bare" minimum b. gradual differentiation c. j.n.d. (just noticeable difference) d. graded difference

c. j.n.d. (just noticeable difference)

The ________ hierarchy assumes the consumer does not initially have a strong preference for one brand over another. Instead, he 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

A group composed of people that the consumer actually knows is called a(n) ________ reference group. a. aspirational b. tribal c. membership d. group

c. membership

A ________ is defined by a group of people who share an identity based on certain activities or art forms. a. culture b. subculture c. microculture d. clique

c. microculture

Pam Henry is a purchasing agent for MicroTel. Each Tuesday she places an order for ten boxes of photocopier paper with her supplier, but each week the size and quality of the paper is different due to shifting consumer demands. In this example, Pam is participating in which of the following buying situations? a. new task b. straight rebuy c. modified rebuy d. innovative rebuy

c. modified rebuy

A story containing symbolic elements that express the shared emotions and ideals of a culture is called a ________. a. legend b. ritual c. myth d. folklore tale

c. myth

Within groups, informal rules of behavior are called ________. a. beliefs b. values c. norms d. interpersonal dynamics

c. norms

Many marketers use "the good old days" as a common theme in promotional messages. This is a strategy of focusing on ________. a. retro-interference b. the halo effect c. nostalgia d. memory spikes

c. nostalgia

The process by which people select, organize, and interpret sensory information is called ________. a. reception b. awareness c. perception d. sensation

c. perception

Culture is best described as society's ________. a. attitude b. consciousness c. personality d. feelings

c. personality

Jeff is tired of the numerous breakdowns and peeling paint on his old car. When Jeff begins to actively think about his car in this way, which of the following consumer decision-making process steps is Jeff going through? a. information search b. evaluation of alternatives c. problem recognition d. product choice

c. problem recognition

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

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

A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. A classic example of this was equating Marlboro cigarettes with the American frontier spirit. Which of the following terms best describes this practice? a. subliminal persuasion b. figure ground projection c. semiotic relationships d. consumer-modeling connections

c. semiotic relationships

Which of the following is NOT one of the four levels of the extended self? a. family level b. community level c. social level d. individual level

c. social level

A Rolls-Royce, a Cartier diamond, and an Andy Warhol painting are all items bought and displayed as markers of social class. These products are ________. a. social inhibitors b. social parameters c. status symbols d. psychological blocks

c. status symbols

According to the theory of classical conditioning, ________ should be encouraged when marketing an old, established product. a. stimulus generalization b. look-alike packaging c. stimulus discrimination d. extinction

c. stimulus discrimination

When people are differentiated in terms of their aesthetic and intellectual preferences, a ________ concept is being applied. a. cultural code designation b. social cluster c. taste culture d. reference code

c. taste culture

Jake feels a hunger growing in his stomach. The more he feels the hunger, the more he wishes lunchtime would hurry and arrive. He is already planning what he will eat and how good it will taste. Which of the following processes most accurately identifies what Jake is feeling? a. the goal process b. the directionality process c. the motivation process d. the involvement process

c. the motivation process

Stimulus generalization refers to ________. a. the tendency for stimuli to be similar in nature b. the fact that most conditioned stimuli are similar to unconditioned stimuli c. the tendency of stimuli similar to a conditioned stimulus (CS) to evoke similar, conditioned responses d. the tendency for extinction to occur when an unconditioned stimulus does not follow a stimulus similar to a conditioned stimulus

c. the tendency of stimuli similar to a conditioned stimulus (CS) to evoke similar, conditioned responses

Some color combinations come to be so strongly associated with a corporation that they become known as the company's ________. a. position b. icon c. trade dress d. schema

c. trade dress

According to the class structure outlined in the text, most medical doctors and university professors would be in the ________ class. a. upper-upper b. working c. upper-middle d. middle

c. upper-middle

A consumer is most likely to engage in ________ when she is in a good mood or when she is uninvolved in other activities. a. inertia b. extended problem solving c. variety seeking d. mental accounting

c. variety seeking

The ideal self is a person's conception of how she ________. a. adapts to play different roles b. imagines others to think of her c. would like to be d. realistically thinks she is

c. would like to be

People across all cultures appear to favor physical features that are associated with ________. a. intellect b. wealth c. youth and good health d. confidence

c. youth and good health

________, or perceived personal relevance, probably explains why one student wants the newest version of Apple's iPhone and another student does not. a. Goal formulation b. Asset appreciation c. Needs appreciation d. Involvement

d. Involvement

Demographically, which of the following are the two most important characteristics of the Hispanic American market? a. It is a mature group with money to spend. b. It is a young group that has stabilized its growth rate in recent years. c. It is a young group that is now almost totally bilingual. d. It is a young group and the Hispanic family tends to be large in size

d. It is a young group and the Hispanic family tends to be large in size

________ refers to a relatively permanent change in behavior that is caused by experience. a. Adjustment b. Shaping c. Reinforcement d. Learning

d. Learning

Stephanie's parents are considered to be blue collar; however, her dad owns a construction company and performs mostly white-collar duties. Her mother runs an office cleaning company from their home. The couple earns about $90,000 a year and is able to send Stephanie and her two sisters to the state university close to their hometown. Based on this description, which of the following contemporary views of the American class structure best describe Stephanie's family? a. Upper-Upper b. Lower-Upper c. Lower-Lower d. Middle Class

d. Middle Class

________ buyers are people who purchase goods and services on behalf of companies for use in the process of manufacturing, distribution, or resale. a. Individual b. Consumer c. Global d. Organizational

d. Organizational

Business-to-business marketing often involves more of an emphasis on personal selling than on advertising or other forms of promotion. Which of the following is the chief reason for this emphasis? a. Personal selling is more cost-efficient than advertising. b. Personal selling is more time-efficient than advertising. c. Organizational buyers do not respond to advertising or promotions. d. Organizational buyers typically require more face-to-face contact with sellers than end consumers do.

d. Organizational buyers typically require more face-to-face contact with sellers than end consumers do.

________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired or ideal state. a. Information search b. Evaluation of alternatives c. Evaluation of the evoked set d. Problem recognition

d. Problem recognition

Which of the following best explains why marketers view teens as "consumers-in-training"? a. Teenagers have little influence on their families' purchase decisions, but they carefully watch and model the consumer behavior of their parents. b. Marketers typically do not begin targeting consumers until they are teenagers. c. Teenagers have little discretionary income, so they have few opportunities to make independent purchase decisions. d. Teenagers often develop brand loyalty during their adolescence, committing to a brand and continuing to purchase it for decades to come.

d. Teenagers often develop brand loyalty during their adolescence, committing to a brand and continuing to purchase it for decades to come.

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 negative sources can be erased over time.

d. The effectiveness of positive sources over negative sources can be erased over time.

Which of the following is NOT a reason that marketers have failed to use social class information as effectively as they could? a. They have ignored status inconsistency. b. They have ignored intergenerational mobility. c. They have ignored consumers' aspirations to change their class standing. d. They have ignored the impact of technology on social class.

d. They have ignored the impact of technology on social class.

Social networking is an integral part of what many call ________, which is like the Internet on steroids. The key change is the interactivity among producers and users. a. the Jobber Station b. the mega Web c. the inner Web d. Web 2.0

d. Web 2.0

________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. a. principle b. belief c. personality trait d. attitude

d. attitude

Frank is sitting in his Psychology 101 class listening to his professor attempt to explain the "black box" process and its connection with learning. He suddenly smells the aroma of fresh cinnamon rolls and his mouth begins to water. He looks around and sees a student in the last row bite into a big, juicy roll. "I wish I were sitting next to him," Frank thinks, "because I know I could steal a bite." What Frank just went through in class was similar to the "black box" process being described by his professor. This process is most closely associated with which of the following learning methods? a. incidental learning b. Gestalt learning c. cognitive learning d. behavioral learning

d. behavioral learning

Tyler returned home after college to live with his parents. This was to be a temporary arrangement; however, days became months and months became three years. Tyler's dad wonders if he will ever move out and get his own apartment. Tyler is part of an increasing trend called ________. a. drop-out kids b. DINKS c. failure "Xers" d. boomerang kids

d. boomerang kids

In many organizations, more complex organizational decisions tend to be made by a(n) ________ in which different individuals play different roles in the decision-making process. a. value chain b. purchasing network c. information blog d. buying center

d. buying center

Kimberly has been contacted eight times in the last week by a pushy telemarketer. She made the mistake of showing some interest in the product being sold and has not had much luck in getting rid of the caller. Which of the following forms of power is being exercised by the telemarketer? a. expert power b. referent power c. reward power d. coercive power

d. coercive power

According to the basic ABC model of attitudes, ________ refers to the beliefs a consumer has about an attitude object. a. affect b. behavior c. affinity d. cognition

d. cognition

A child's stage of ________ reflects his ability to comprehend concepts of increasing complexity. a. sex-role socialization b. consumer socialization c. role differentiation d. cognitive development

d. cognitive development

The alternatives actively considered during a consumer's choice process are his or her ________ set. a. inert b. evoked c. evaluative d. consideration

d. consideration

Many companies are finding that it's both cost efficient and productive to call on outsiders from around the world to solve problems their own researchers can't handle. The Internet provides a great mechanism for assembling the solutions. A new term to describe this form of outsourcing is ________. a. netsourcing b. B2B sourcing c. problem sourcing d. crowdsourcing

d. crowdsourcing

Sixteen-year-old Michael wanted a car. One evening while his father was paying bills, Michael looked over his father's shoulder and saw how much money had been placed in the checking account. He whistled. "I thought you said that you didn't have enough money to buy me a used car. In just one month you could buy me the car I want." Michael's father then gave him a lecture on the differences between income and what was left over after money was spent on utilities, mortgages, insurance premiums, and food. "Total income," his father said, "is not the same as ________ income, the source from which your unnecessary car would have to come." a. wealth b. managed c. perpetual d. discretionary

d. discretionary

The process of learning the beliefs and behaviors endorsed by one's own culture is called ________. a. acculturation b. accumulation c. change management d. enculturation

d. enculturation

When a stimulus comes within the range of someone's sensory receptors ________ occurs. a. vibration b. retention c. subliminal suggestion d. exposure

d. exposure

Wang Lin lives with his parents and siblings, as well as his grandparents and one uncle. Wang Lin lives with what is called a(n) ________ family. a. nontraditional b. universal c. nuclear d. extended

d. extended

If a conditioned stimulus is only occasionally matched with an unconditioned stimulus, the association between the two will become weakened. This is called ________. a. unlearning b. interference c. the spacing effect d. extinction

d. extinction

The popular marketing technique known as ________ marketing applies the principles of instrumental conditioning by reinforcing regular purchases; consumers are given rewards with values that increase along with the amount purchased. a. rebate b. discount c. reward d. frequency

d. frequency

In the motivation process, the desired end state is the consumer's ________. a. drive b. need state c. benefit d. goal

d. goal

The ________ refers to the tendency people have to react to stimuli similar to an original stimulus in a classical conditioning situation in much the same way they responded to the original stimulus. a. masking illusion b. competitive blurring c. cueing effect d. halo effect

d. halo effect

Claudia Norman was a marketing consultant. She recommended that brand equity for a new environmentally-friendly product could be established by giving her initial customers free memberships in the Green Peace organization. Claudia used which of the following in her recommendation? a. promotional conditioning b. emotional learning c. classical conditioning d. instrumental conditioning

d. instrumental conditioning

Arthur was asked to speak in front of a group of downtown business people during the noon hour. He noticed that as he spoke, one person appeared to be napping and another frowned during the entire presentation. "I'm not going to do that again," Arthur promised himself. "I am not a good public speaker!" Which of the following terms best reflects Arthur's perception of himself and his ability as a speaker? a. multiple selves b. ideal self c. actual self d. looking-glass self

d. looking-glass self

In a ________ culture, members of the culture tend to be loosely knit and words carry most of the weight in messages. a. southern b. high c. northern d. low

d. low

If a couple follows the synoptic ideal in decision-making, the couple ________. a. acts as independent purchasing agents serving each person's individual needs b. acts independently but with a common goal in place c. argues about decisions, but eventually reaches some form of majority view d. makes joint decisions with a common purpose

d. makes joint decisions with a common purpose

When a need is aroused that the consumer wishes to satisfy, the ________ process has been activated. a. goals b. need c. desire d. motivation

d. motivation

What mechanism is used when a consumer learns to perform responses that produce positive outcomes? a. extinction b. punishment c. negative reinforcement d. positive reinforcement

d. positive reinforcement

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. postpurchase process c. cognitive process d. purchase environment

d. purchase environment

Social class has been difficult to measure; therefore, many researchers simply ask respondents to identify the social classes of different individuals. This is referred to as the ________ method of measuring social class. a. second-person b. class-subjective c. third-order d. reputation

d. reputation

The ________ summarizes the beliefs a person holds about his own attributes and how he evaluates the self on these qualities. a. actual self b. extended self c. self-image d. self-concept

d. self-concept

The immediate response by our eyes, nose, mouth or fingers to such basic stimuli as light, color, sound, odor and texture is called ________. a. reception b. awareness c. perception d. sensation

d. sensation

When a gas station blows "fresh coffee smell" around the gas pumps to tempt customers to come inside for a cup, the gas station is using a form of ________ marketing to influence customers. a. one-on-one b. subliminal c. differentiated d. sensory

d. sensory

All of the following are listed by the text as functional areas of a cultural system EXCEPT for ________. a. ecology b. social structure c. ideology d. socio-psychology

d. socio-psychology

A researcher interested in studying how consumer preferences spread throughout a social group most likely has the disciplinary focus of ________. a. experimental psychology b. semiotics c. history d. sociology

d. sociology

A(n) ________ is a marketing intermediary retained by a consumer to guide what that consumer buys. a. market maven b. opinion leader c. mass media specialist d. surrogate consumer

d. surrogate consumer

Which of the following IS NOT a biogenic need? a. the need for food b. the need for shelter c. the need for water d. the need for achievement

d. the need for achievement

A good definition of an extended family unit is ________ living together. a. one parent and at least one child b. two parents and at least one child c. two generations of a family plus one renter d. three generations of a family

d. three generations of a family

An automobile company emphasizes such qualities as high miles per gallon of gasoline, an excellent rating in safety, and high resale value of its product in its advertising. The company is trying to appeal to which of the following consumer needs? a. psychogenic needs b. biogenic needs c. hedonic needs d. utilitarian needs

d. utilitarian needs

A ________ is a belief that some condition is preferable to its opposite. a. need b. want c. goal d. value

d. value

Reference groups influence us in three ways. These ways include informational, utilitarian, and ________ dimensions. a. reputational b. descriptive c. knowledge d. value-expressive

d. value-expressive

A beverage company has just developed a new sport drink. The company's promotion recognizes that people get thirsty when they exercise. The company's ads, therefore, attempt to create a(n) ________ for their new product. a. drive b. hedonic goal c. expectancy d. want

d. want