CH. 2, Chapter 5, Chapter 6, Chapter 7, Ch 7-8 T/F, Chapter 10, Chapter 8

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69) Double-Dip makes ice cream. The only advantage Double-Dip has over its competitors is taste. Double-Dip costs more and has more calories per unit weight. Promotions for Double-Dip should emphasize the experiential hierarchy of the ABC model of attitudes.

73) Dove's Campaign for Real Beauty features women with imperfect bodies modeling in advertisements for skin and hair care products. The nature of the social comparison that occurs when a consumer uses these marketing images as a benchmark is likely different than the social comparison that occurs when a consumer sees advertisements for other skin and hair care products.

74) Gasoline is the only commonly purchased product that is priced down to a fraction of a cent. This is the case because buying gasoline is a low-involvement activity, which makes point-of-purchase factors more important.

49) Western cultures tend to subscribe to an independent understanding of the self, which emphasizes the inherent separateness of each individual.

50) Social comparison is a basic human tendency.

51) Men and women who are exposed to beautiful models in advertisements and commercials are likely to alter their perceptions of their own body shapes.

53) People tend to pattern their behavior on the perceived expectations of others, which is a form of a self-fulfilling prophecy.

55) When the Casa Sanchez restaurant in San Francisco gives free lunches for life to anyone who gets its logo tattooed on his or her body, the restaurant is using identity marketing.

56) A consumer is attached to an object to the extent that she relies upon it to maintain her self-concept.

58) It is common for consumers to describe themselves in terms of the neighborhood or town from which they come. This is an illustration of the community level of the extended self.

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

61) The ego is the referee in the fight between temptation and virtue.

64) Conducting motivational research tends to be less expensive than conducting a large-scale, quantitative survey because interviewing and data-processing costs are relatively minimal.

65) Alfred Adler suggested that many actions that people take are motivated by their desire to overcome feelings of inferiority.

65) The Smith Company uses after-sale interviews with its customers to examine how well the customers were served by the sales and service staff of the company. When the Smith Company follows this procedure, the company is attempting to use feedback as a means to improve communications.

68) It is common for companies to divide up their consumers along lifestyle dimensions and label these groups with terms such as "Geek Chic Guy" or "Whole Foods Woman."

68) Justin is in charge of promoting a product that most of his customers perceive as a low-involvement product. He created a TV ad and aired it over and over. His colleague Beth questioned his strategy, saying that the repetition would create a negative reaction to the product. According to the mere exposure phenomenon, Beth is likely to be proven wrong.

69) Consumers who are more satisfied with their bodies are more frequent users of such "preening" products as hair conditioners, blow dryers, cologne, facial bronzer, tooth polish, and pumice soap.

70) Humorous ads get attention, but many times the humor distracts from the promotional message.

70) The growing number of Web sites and blogs devoted to excessive weight loss illustrates the problem of body image distortion.

71) Every time Tim goes to bat, he rubs the charm on the necklace that his girlfriend gave him. This charm has never failed to help him get a good hit. The charm has become part of Tim's extended self.

72) Lars has developed an online, multiplayer game that he thinks could be the next big hit in computer-mediated environments. Lars is in the process of looking for financial backers as he moves from the prototype of his game to the finished product. To encourage financial backers, Lars should explain that for most people interested in playing online games, the gap between their online and offline selves is narrowing.

73) A cola drink is preferred by a segment of cola drinkers, but the same segment almost always picks another cola brand in blind taste tests. The attitude formation for this product reflects the value-expressive function more than the utilitarian function.

According to the Fishbein model, salient beliefs are those beliefs about an object that are considered during evaluation.

Andy Wilcox was running for mayor. His campaign manager asked people to put a small pro-Wilcox sign in their yards. Later, the manager called the same people and asked if a larger sign could be placed in their yards. He was rarely turned down. This is an example of the foot-in-the-door technique.

Balance theory helps explain why consumers like being linked to positively valued objects.

Considering the effects of cognitive dissonance, supplying customers with additional reinforcement after a purchase can be a good marketing strategy.

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

Size, color, position, and novelty are all strategies for creating which of the following? A) contrast B) adaptation C) vigilance D) thresholds

Problem recognition

"the upper funnel", when we experience a significant difference b/w our current state of affairs and some state we desire. This problem requires a solution. 1)Need recognition: decline in the quality of his actual state; ex: running out of gas 2)Opportunity: moving ideal state upwards; ex: richard wants to improve his TV experience

A(n) ________ is a sign that relates to a product by either conventional or agreed-on associations. A) icon B) index C) symbol D) schema

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

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

What is the first step in the standard learning hierarchy approach? A) affect B) intentions C) cognition D) behavior

The ________ for a brand guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the marketplace relative to its competitors. A) positioning strategy B) Gestalt psychology C) sensory signature D) priming strategy

Family branding, licensing, and look-alike packaging are all marketing strategies based on ________. A) stimulus generalization B) the spacing effect C) stimulus discrimination D) extinction

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

Gen Yers are most comfortable in a ________, communicating by texting and IMing. A) thumb culture B) tween market C) gray market D) renaissance culture

A new Green Giant ad campaign relied on the ________ when it used a redesigned package for Green Giant products that showed the Green Giant in a "sea of green." It was felt that the Green Giant products were now unified under a common design banner. A) principle of similarity B) figure-ground principle C) subliminal principle D) closure principle

A philosophy that translates customers' feelings into design elements is called ________ engineering. A) Kinsei B) Sigma C) relationship D) reverse

A sales manager pays a bonus to new trainees when they develop a good sales prospectus. Later, after the trainees have completed two months of training, the manger pays a bonus only for an actual sale. The manager is applying what process of instrumental conditioning to help the trainees be productive in their sales careers? A) shaping B) modeling C) negative reinforcement D) variable-ratio reinforcement

A(n) ________ is a particular model, or exemplar, of appearance. A) ideal of beauty B) self-concept C) cathexis D) ideal self

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 or benefit of the product B) employs a sexual symbol or suggestion C) provides specific price information D) features a credible spokesperson

According to the Fishbein model, one of the components of attitude is the ________ people have about an Ao. A) salient beliefs B) subconscious beliefs C) latitude of acceptance D) latitude of rejection

According to the ________ hierarchy, 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

According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures. A) archetypes B) patterns of behavior C) Doppelgangers D) symbolic communities

All consumers carry schemata 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

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

Another name for instrumental conditioning is ________ conditioning. A) operant B) neo-classical C) stimulus D) reward

Approximately 60% of Hispanic Americans are of ________ descent. A) Mexican B) Puerto Rican C) South American D) Dominican

As May-Lee considers her purchase of perfume, she shifts back and forth between thinking about claims made by the different brands, remembering ads she has seen, and considering her emotional responses to the various brands. Which of the following processes most accurately describes what May-Lee is going through? A) spreading activation B) advertising decay C) polar parallels D) scalar processing

As manufacturing costs decrease and the amount of products that people accumulate goes up, consumers increasingly want to buy things that will provide ________ value. A) hedonic B) Gestalt C) embedded D) referent

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

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.

Determining the most effective reinforcement schedule to use with consumers is important to marketers. What type of reinforcement schedule is most likely being used when after a period of time has passed, the first response a consumer makes brings the reward? A) fixed-interval reinforcement B) variable-interval reinforcement C) fixed-ratio reinforcement D) variable-ratio reinforcement

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.

Dorothy's red shoes in the Wizard of Oz (1939) exemplify which of the following concepts of the self? A) extended self B) ideal self C) mirror-image self D) actual self

Historically, people have most closely associated tattoos with ________. A) social outcasts B) members of the ruling class C) members of fraternities and sororities D) members of religious orders

In a Freudian interpretation, what is the function of the ego? A) The ego is a system that mediates between the id and the superego. B) The ego determines an individual's degree of self-involvement. C) The ego operates on the pleasure principle and is constantly seeking psychological dominance and enjoyment. D) The ego is one of several archetypes that represent the shared memories and motives of almost all humans.

In a Freudian interpretation, which of the following is most closely associated with the pleasure principle? A) the id B) the ego C) the superego D) the anti-ego

In the process of ________, certain properties of a stimulus evoke a schema. A) priming B) differentiating C) indexing D) perceptual mapping

In the process of ________, new immigrants adopt products, habits, and values they identify with the mainstream culture. A) assimilation B) maintenance C) segregation D) resistance

Instead of spending the weekend working on the research paper due at the end of next week, Andrew decided to spend the weekend going out with friends. According to Freudian theory, which system dominated in Adam's decision? A) the id B) the superego C) the anti-ego D) the ego

Japan is a very tightly knit culture with rich history and social identification. In this culture, people tend to infer meanings that go beyond the spoken word. This classifies Japan as a ________ culture. A) high-context B) low-context C) progressive D) paradigm

Jui-Jui has a need to achieve independence. He dreams daily of leaving home and getting his own apartment; however, because he lives in a neighborhood full of houses, he would have to go some distance to find an apartment that he could afford. This move would mean that he would distance himself from his friends. This example is a common dilemma for many teens. Which of the following conflicts that most teens face is most applicable to Jui-Jui's situation? A) autonomy versus belonging B) rebellion versus conformity C) idealism versus pragmatism D) narcissism versus intimacy

M-commerce most likely takes place through ________. A) cell phones B) billboards C) radio satellite D) TV

Many ________ cultures stress the importance of a collective self, in which an individual's identity is derived in large measure from his or her social group. A) Eastern B) American C) Western D) European

Matthew assumes the virtual identity of Vlad the Conqueror and is able to see himself in an online game as an armored attack robot. This visual identity is called a(n) ________. A) avatar B) extended self C) ideal self D) distorted self-image

Melissa knows that when she goes to the dentist she must make an appointment, show up on time, bring proof of insurance, and have her teeth cleaned before any other dental services will be performed. With respect to her visit to the dentist, Melissa has learned a schema known as a(n) ________. A) service script B) evoked set C) proposition D) elaborative rehearsal

More than fifty percent of all Hispanic Americans are concentrated in just six American metropolitan areas. Which of the following is NOT among them? A) Colorado B) California C) New York D) Texas

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) countervailing arguments C) refutational arguments D) direct arguments

Nadia Ali loves the feel of her new sweater and the smell of her leather car seats on a crisp fall day. As she passes a billboard, she sees an ad for Baskin-Robbins ice cream and immediately does a U-turn into the shopping center where she knows the famous ice cream store is located. In the above example, Nadia is responding to ________. A) sensory inputs emanating from the external environment B) sensory inputs emanating from the internal environment C) emotional outputs D) decision sequences dictated by sensory outputs

People tend to give "yes" responses to questions, regardless of what they are asked. This is an example of ________. A) response bias B) elaborative rehearsal C) salience D) nostalgia

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 dissonance C) balance theory D) self-perception theory

Processing information from more than one medium at a time is known as ________. A) multitasking B) perceptual hyperactivity C) perceptual chunking D) interactive attention

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

Scott thought of himself as a very successful marketer. He created a campaign with a product logo that was very popular and that customers associated with a quality product. It was so popular that in a few months, the logo began to appear almost everywhere. Instead of increasing sales of the product, the customer demand began to decrease as competitors' products became more successful. What characteristic of learning was most likely ruining Scott's apparent success? A) Too much repetition was decreasing the strength of the CS, thus leading to extinction of the learned relationship between the logo, the quality of the product, and the association with Scott's company. B) Customers confused Scott's logo with the logo of Scott's competitors, making cognitive learning incomplete. C) The logo produced only a fixed-ratio schedule of reinforcement that did not sustain sales, while Scott's competitor used a variable-ratio schedule. D) Over time the logo became boring, and customers punished Scott's company by buying competitors' products as a type of revenge for their boredom.

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

The field of ________ examines the correspondence between signs and symbols and their role in the assignment of meaning. A) semiotics B) psychophysics C) Gestalt theory D) hyperreality

Through the process of ________, people try to "manage" what others think of them by strategically choosing clothing and other products. A) impression management B) self-extension C) self-esteem D) social comparison

What statement best describes what Coffee-Mate discovered about African-American coffee drinkers? A) They tend to drink coffee with cream and sugar. B) They tend to drink coffee black. C) They tend to drink instant coffee. D) They tend to drink tea instead of coffee.

What theory of personality suggests that one person differs from another because of a number of different characteristics such as introversion or extroversion? A) trait theory B) collective unconscious theory C) Freudian theory D) archetype theory

Which of the following has occurred when a stimulus is able to evoke a weakened response years after the stimulus was first perceived? A) spontaneous recovery B) scripting C) reverse extinction D) response bias

Which of the following is NOT one of the four conflicts common to all teens identified by Saatchi & Saatchi advertising agency? A) growth versus restriction B) autonomy versus belonging C) idealism versus pragmatism D) narcissism versus intimacy

Which of the following is the WEAKEST argument against using ethnic symbolism in marketing messages? A) Few ethnic subcultures today have powerful stereotypes the general public associates with them. B) Members of ethnic subcultures have increasing economic power. C) Symbols that once seemed acceptable may come to be seen as negative. D) Marketers may not understand possible negative interpretations of ethnic symbolism.

Which of the following refers to the process by which the way a word sounds influences the listener's assumptions about what the word describes? A) sound symbolism B) audio watermarking C) semiotics D) the principle of similarity

Which theory listed below assumes that learning takes place as the result of responses to external events? A) behavioral learning B) episodic learning C) incidental learning D) Gestalt learning

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 judgment theory D) balance theory

Within a knowledge structure, which of the following is the LEAST complex knowledge unit? A) meaning B) proposition C) schema D) script

________ 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

________ learning occurs when an individual watches the actions of others and notes the reinforcements they receive for their behaviors. A) Observational B) Reinforced C) Halo effect D) Masked

) Peggy Simmons has a tough assignment. She is to live in Japan for the next five years and successfully introduce her company's line of cosmetics to the Japanese woman. Her company's management hopes that living in an average neighborhood, commuting to work every day, eating native food, and speaking Japanese will help Peggy involve herself in the society more quickly than if she stayed separate from her hosts. The company's management wants Peggy to use the ________ model. A) life course paradigm B) progressive learning C) warming D) consumer identity renaissance

A ________ is defined as a group whose members share beliefs and common experiences that set them apart from others. A) culture B) subculture C) microculture D) cohort

A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. How would a marketer use hyperreality to find a new use for baking soda? A) by associating the soda with its ability to absorb odors B) by associating the soda with a fictional character called Simon Soda C) by emphasizing the low cost of the soda D) by informing the customers of the historic importance of baking soda in germ protection

A society that expects males to pursue ________ goals stresses male self-assertion and mastery. A) communal B) agentic C) androgynous D) self-completion

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 best explains what has occurred in the example? A) negative reinforcement B) extinction C) discrimination D) generalization

According to Weber's Law, the ________ the initial stimulus, the greater a change must be for people to notice the change. A) more common B) stronger C) weaker D) more unusual

According to the definition of learning, how could a researcher ever show that cognitive learning had taken place in a subject? A) by removing the conditioned stimulus 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

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

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

Almost any technique that increases the novelty of a stimulus also improves recall of the stimulus. This result is called the ________. A) highlighting effect B) von Restorff Effect C) spacing effect D) halo effect

An active attempt to change attitudes is called ________. A) behavior modification B) persuasion C) communication D) cognition

An advertisement emphasizes that if a consumer uses a certain deodorant he or she will not offend other people and will not cause problems in the workplace because of bad body odor. What part of the Freudian system is this ad appealing to? A) the id B) the superego C) the anti-ego D) the ego

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

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

Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence our purchases. A) rational-thinking B) unconscious motives C) conscious motives D) deviant behavior

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 is presented. C) They work if the threat is high and vividly elaborated. D) There is no data to answer the question.

Eric has a St. Christopher's medallion that he received from his late grandfather. The magical qualities (e.g., good luck qualities) of this gift have helped Eric be less fearful about the world around him. In times of need, Eric rubs the medallion and it seems as if St. Christopher actually speaks to him through the medallion to help him through his difficulties. Eric's feelings toward this medallion are best described by which of the following terms? A) objectivism B) animism C) humanism D) Doppelgangerism

Esso (now Exxon in the United States) used the work of Ernest Dichter to influence its "Put a Tiger in Your Tank" ad campaign. Which of the following conclusions formed the rationale for the famous campaign? A) Orange and black are two of the most powerful colors in the color spectrum. B) The tiger supplies powerful animal symbolism and conveys vaguely sexual undertones. C) The size of the tiger enhances a male's ego. D) The playful nature of the tiger is appealing to female consumers

Herbal companies traditionally sold their products in cylinder-shaped plastic containers that were very characteristic of the herbal market. One company broke with tradition and began to sell its herbal products in bottles that appeared to be straight from the pharmacy's shelf. They were rectangular with white labels that looked very professional and very serious. Sales went through the roof. What form of stimulus generalization most likely worked for the herbal company? A) masked branding B) halo effect C) continual reinforcement D) shaping

Hillary is a typical teenager. She sees and hears ads all the time. Most of the time they are pretty good, but some ads have a trait that really bothers her. What is that trait most likely to be? A) ads that focus on product features B) ads that talk down to her C) humorous product ads D) lengthy product ads

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

In a typical ________ test, subjects are shown ads one at a time and asked if they have seen them before. A) recall B) recognition C) chunking D) salience

In a(n) ________ culture, members of the culture tend to be closely knit and infer meanings beyond the spoken word. A) acculturated B) high-context C) ethnic D) low-context

In the communications model, the element in which the message originates is the ________. A) medium B) source C) message D) consumer

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

Lifestyle, attributes, competitors, and quality are all dimensions marketers can use to carve out a brand's ________ in the marketplace. A) sensory signature B) position C) priming D) trade dress

Manuel still remembers the impact of his first college class in the United States. As a new immigrant, he was sincere in his desire to learn about the American culture that he had chosen to adopt. His college professor taught Manuel about the ways of the U.S. culture. In doing so, the professor was acting as a(n) ________. A) cohort B) acculturation agent C) guidance agent D) ethnographer

Many societies, such as the United States, have a tendency to expect women to pursue ________ goals and men to pursue ________ goals. A) extended self; self-completion B) communal; agentic C) social class; self-congruence D) androgynous; hierarchical

Maria Gomez is thrilled to be in the United States. After spending her childhood years in Mexico, she is looking forward to the freedom given to teenage girls in the United States. "I can wear shorts, pantsuits, and even halter tops and no one will think badly of me," says Maria. Maria is in the process of ________. A) maintenance B) adaptation C) resistance D) segregation

Marketers must know the needs and wants of their customers. Which of the following presents the most accurate picture of the typical elderly consumer today? A) Most are old, infirm, depressed, stay-at-home people who live a hand-to-mouth existence. B) Most are active, interested in what life has to offer, and are enthusiastic consumers with the means and willingness to buy many goods and services. C) Most live with their children, have little savings, and have an increasingly difficult time adjusting to the changing technical world around them. D) Most have refused government support and don't trust anyone under 60.

Memories of products are often replaced (forgotten) as we learn additional information. This displacement of information is called ________. A) the highlighting effect B) interference C) decay D) generalization

Men are more likely to use a woman's body shape as a sexual cue. One explanation of this phenomenon is that feminine curves provide evidence of ________. A) compatibility B) reproductive potential C) intellectual capacity D) sociability

One of the principles of psychophysics is that changes in the physical environment are not always matched by equal changes perceptually. If Madison Wilson were creating a new drink, what would psychophysics tell her? A) She could make the drink twice as sweet by adding twice the amount of sugar. B) She would need to research how the perception of "sweetness" changed by the amount of sugar added. C) She would need to look at the subliminal aspects of "sweetness." D) She would need to create promotions to tell customers how "sweet" the new drink is.

Our brains tend to relate incoming sensations to others already in memory, based on some fundamental organizational principles. These principles derive from ________, a school of thought that maintains that people interpret meaning from the totality of a set of stimuli rather than from any individual stimulus. A) Freudian psychology B) Gestalt psychology C) Simmons psychology D) the Covey approach

Our culture's current fascination with novels and movies such as the Harry Potter Series and The Lord of the Rings, in which the magician and the patriarch triumph over the sorcerer and the dictator, emphasizes the importance of ________. A) consumption motives B) archetypes C) extroversion overcoming introversion D) the superego overcoming the id

Public hearings are being held to discuss whether a new nuclear power plant should be built. An expert on nuclear plants testifies that modern safeguards make the plant secure from dangerous accidents. A local woman states that she knows nothing about nuclear power, but the idea of having a plant nearby frightens her and her children. Which of the two parties has the most immediate ability to change attitudes of the audience? Considering the sleeper effect, what will likely happen over time? A) The expert will have the most ability to change attitudes, and his influence will be maintained even weeks later. B) The expert will have the most ability to change attitudes, but his influence will decrease over time as the woman's argument gains force. C) Because the local woman is most like the other people in the meeting, her opinion will have the most immediate influence, but over time the expert's opinion will gain force. D) The woman's opinion will be more likely to influence the audience initially, and her influence will extend into the future.

Research has indicated that the color ________ creates feelings of arousal and stimulates appetite. A) blue B) red C) yellow D) black

Researchers believe that the American gay, lesbian, bisexual, and transgendered (GLBT) market is about the same size as the ________ population in the United States. A) African American B) Asian American C) Hispanic D) Native American

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

Researchers measure ________ on dimensions that include "feel-age" and "look-age." A) chronological age B) perceived age C) age cohort D) social age

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

Source ________ refers to the message source's perceived social value. A) valence B) attractiveness C) class D) hierarchy

The Sims Online and Webkinz are both examples of ________, part of the growing market of real-time, interactive virtual worlds. A) avatars B) computer-mediated environments C) role identities D) self-image congruence models

The ________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message. A) central B) peripheral C) dual D) subconscious

The ________ threshold refers to the ability of a sensory system to detect changes between two stimuli. A) absolute B) differential C) intensity D) relative

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

The cohort of consumers born between 1965 and 1985 has been labeled ________, or "baby busters." A) Silent Generation B) Generation X C) Generation Y D) Generation Z

The cultural learning acquired through ________ leads immigrants to a process of adaptation. A) maintenance B) translation C) resistance D) segregation

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

The idea that each human life is unique rather than a part of a group developed in ________. A) ancient times (between the first and fifth centuries) B) late medieval times (between the eleventh and fifteenth centuries) C) colonial times (between the sixteenth and eighteenth centuries) D) modern times (between the eighteenth and twentieth centuries)

The popularity of the movie The Passion of the Christ, the book The Da Vinci Code, and the play The Book of Mormon are evidence of which of the following? A) Megachurches are now more powerful than small, community-based churches. B) Religion can be effectively used by mainstream marketers. C) Born-Again Christians are the primary religious market in the United States. D) Church leaders can effectively encourage and discourage the consumption practices of their followers.

The process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures is called ________. A) de-alienation B) deethnicization C) de-immigration D) deculturization

The researcher and theorist most associated with instrumental conditioning is ________. A) Pavlov B) Skinner C) Keller D) Werner

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

The theory of cognitive dissonance is based on the ________. A) knowledge function B) principle of cognitive consistency C) principle of cognitive-affect conflict D) self-identification function

What do the "A, B, Cs" of the ABC model of attitudes stand for? A) attitude, business, and consumption B) affect, behavior, and cognition C) assumptions, best practices, conditions D) approval, behavior, context

Which of the following attitude functions 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

Which of the following best defines what is implied by the symbolic self-completion theory? A) Consumers with low self-esteem tend to buy products that violate their self-concept. B) Consumers who have an incomplete self-definition tend to buy products that complete their identity. C) Consumers delay purchases that conform to their actual self-image until their self-concept is consistent with their social self. D) Consumers select products that conform to their self-image through a process that is largely subconscious.

Which of the following comes closest in characterizing the concept of hedonic consumption? A) Bill can't get an advertising jingle out of his mind when he enters a store and sees the product the jingle advertises. B) Kim can never buy fashionable clothes without looking carefully at their construction and then feeling the quality of the cloth with her fingers. C) Marcus often buys products just to make his wife angry. He thinks that since she is such a penny-pincher she ought to be punished. Buying unneeded items is how Marcus punishes her frugality. D) A new computer game rapidly replaced an older one because it had much faster action.

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 agent. D) Asian American households are larger than most other ethnic households in America.

Which of the following is NOT one of the three stages of the process of perception? A) interpretation B) adaptation C) attention D) exposure

Which of the following is most relevant to a company that wants to position a new brand on price leadership? A) Gestalt psychology B) Weber's Law C) augmented reality D) the closure principle

Which of the following theoretical models measures attitude toward the act of buying (Aact), rather than the attitude toward only the product itself? A) the theory of cognitive dissonance B) the theory of reasoned action C) the balance theory D) the theory of trying

Which type of reinforcement best characterizes what an individual would typically experience while fishing? A) fixed-interval reinforcement B) variable-interval reinforcement C) fixed-ratio reinforcement D) mixed-ratio reinforcement

With respect to the acculturation process, what is the relationship between maintenance and segregation? A) People who belong to the dominant culture attempt to maintain their cultural superiority by isolating the subcultural values of new immigrants and physically segregating members of new subcultures into separate groups. B) New immigrants often attempt to maintain their old cultural background by segregating themselves, living and shopping in physically separated areas from the main culture. C) Members of a subculture who have been in a larger culture for a long period of time maintain their alliance to the new culture by segregating themselves from new immigrants. D) The relationship is subtle. There is a constant battle between new immigrants attempting to maintain their new identity and language and the dominant culture applying pressure to segregate new immigrants, thus separating them from the new culture.

________ are characteristics and behaviors that people stereotypically associate with one gender or the other. A) Androgynous traits B) Sex-typed traits C) Sexual dimporhic markers D) Body dysmorphias

________ is the promotional strategy that involves select consumers altering some aspects of their selves to advertise for a branded product. A) Halo effect B) Identity marketing C) Impression management D) Self-extension

________ 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

________ memory permits temporary storage of information we receive from our senses. A) Elaborative B) Sensory C) Cognitive D) Working

________ refers to the positivity of a person's self-concept. A) Social comparison B) Self-esteem C) Self-image D) Self-concept

________ was first demonstrated in experiments performed on dogs by Ivan Pavlov, a Russian physiologist doing research on digestion in animals. A) Instrumental conditioning B) Classical conditioning C) Cognitive conditioning D) Extinction conditioning

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

) Which of the following statements about teenagers is most likely true? A) Teenagers are rarely considered a relevant age segment for marketers. B) Most primitive cultures isolate teenagers as they transition to adulthood. C) The term teenager entered the general American vocabulary in the 1950s. D) The term teenager began to be used in Western cultures about 200 years ago.

A Unilever-sponsored survey that asked American women how they felt about their appearance reported which of the following? A) Positive feelings about the self were lowest in ethnic groups such as African American and Hispanic women. B) Older women were more likely to describe themselves as beautiful. C) The majority of respondents believe that our society does not use reasonable standards to evaluate women's beauty. D) The majority of respondents believe that beauty comes from a woman's physical appearance

A ________ is that part of the self that our group membership defines. A) culture B) subculture C) social identity D) cohort

A billboard is positioned beside a busy highway. However, the merchant that has purchased the billboard complains that no response is being generated by his advertising message. Upon closer inspection, the billboard company determines that the typeface used is too small to be effectively read by a motorist going 60+ mph on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists? A) the intensity threshold B) the differential threshold C) the absolute threshold D) the relative threshold

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

A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired model would be if the dark-haired model 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.

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

According to the information processing-approach to studying the memory process, in the ________ stage, information enters in a way the system will recognize it. A) storage B) retrieval C) encoding D) decoding

According to the sociological tradition of ________, relationships with other people play a large part in forming the self. A) self-image congruence B) self-completion theory C) symbolic interactionism D) body cathexis

According to the theory of classical conditioning, ________ should be encouraged by promoting unique attributes of a well-established brand. A) stimulus generalization B) the halo effect C) stimulus discrimination D) extinction

Advertising to teens typically depicts ________. A) respected adults recommending the product B) qualified experts explaining product benefits C) a group of "in" teens using the product D) family members using the product together

Classical conditioning takes place when a(n) ________ is continuously matched with a(n) ________. A) conditioned stimulus; conditioned response B) unconditioned response; conditioned response C) conditioned stimulus; unconditioned stimulus D) unconditioned stimulus; unconditioned response

Erika landed a job as an analyst for a small marketing research firm whose task was to observe and probe patient behaviors at a small Midwestern clinic. In her study, she noticed that many of the patients had a tendency to underestimate the time since their last doctor visit. The memory lapse she observed was due to a memory problem called ________. A) omitting B) averaging C) telescoping D) normalizing

Frank Simms has decided to use Yoda (the "old wise man" from Star Wars) to promote a new model of a notebook computer. Upon which of the following psychologist's ideas has Frank based his advertising strategy? A) Karen Horney B) Sigmund Freud C) Carl Jung D) Leo Burnett

Immigrants who exhibit ________ live and shop in places physically separated from mainstream Anglo consumers. A) warming B) adaptation C) segregation D) movement

In instrumental conditioning, what is the distinction between negative reinforcement and punishment? A) There is no difference. They are two words for the same concept. 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 occurs when an action causes a negative outcome. D) Negative reinforcement creates a preference for negative results, while punishment teaches people to avoid negative results.

In the 1950s, an approach called ________ research attempted to use Freudian ideas to understand the deeper meanings of products and advertisements. A) psychic B) archetype C) motivational D) lifestyle

Jason and Mark were talking in class, but so was everyone else. As they continued to discuss their day's adventures, it suddenly became clear to them that the teacher was staring at them. They didn't realize that the class had been called to order and what was once only one conversation among many was now disruptive. Jason apologized quickly, and the teacher resumed her normal activities. This is a good example of how a consumer's ability to detect a difference between two stimuli is ________. A) absolute B) negligible C) relative D) embedded

Kanisha is confronted with a strange set of products during her most recent visit to the cosmetics counter at her favorite department store. Urban Grunge nail polish is "hot, hot, hot" according to recent ads. Kanisha likes the idea of a new nail polish but is unsure about the image that might be projected by the dull colors of the nail polish line. With such names as Street Slime, Garbage Goo, and Trash Can, caution might be the right move. Which of the following attitude functions most closely matches Kanisha's purchase decision? A) utilitarian function B) elaboration function C) ego-defensive function D) knowledge function

Many marketers use "the good old days" as a common theme in promotional messages. This is a strategy of focusing on ________. A) the highlighting effect B) the halo effect C) nostalgia D) memory spikes

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

On her first visit to China, Jane did not know how to pay for the produce she had selected at a market. She watched several Chinese women pay for their selections, and then Jane copied their behavior. In this example, Jane used ________. A) shaping B) stimulus discrimination C) modeling D) stimulus generalization

People across all cultures appear to favor physical features that are associated with ________. A) intellect B) wealth C) youth D) confidence

Popular online matchmaking services such as match.com and eharmony.com offer to create your "personality profile" and then hook you up with other members whose profiles are similar. This approach focuses on the quantitative measurement of ________. A) ego B) id C) personality traits D) animism

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 this approach will have a greater likelihood of success with his friend. A) supportive B) low-involvement C) two-sided D) refutational

Sam Bolton hums the Purina Cat Chow jingle as he drives down the expressway. A thought suddenly occurs to Sam: "Why am I humming this stupid jingle? I don't buy this stuff. In fact, I don't even have a cat." Sam knows this jingle through ________. A) stimulus generalization B) reinforcement modeling C) incidental learning D) operant conditioning

Shannon Reeves and Tish Phillips remember their experiences with student protests in the 1960s. Shannon remembers seeing Jimi Hendrix at Woodstock, and Tish remembers burning her bra in front of the central administration building at Yale. These memories about cultural heroes and events are one of the chief characteristics of an age ________. A) paradigm B) renaissance C) cohort D) perception

Simi Ghandi is never quite sure which brand of gum to buy. She tries some, likes some, and rejects some. However, through a process of behavioral learning she does remember those brands that taste good and make her mouth feel fresh. The problem is that she cannot often remember the brands that are not so good and often repeats purchasing mistakes. "Oh well," says Simi, "gum buying is not that big of a deal anyway." Which of the following hierarchies would best describe Simi's situation? A) standard learning hierarchy B) experiential hierarchy C) low-involvement hierarchy D) habit hierarchy

Some color combinations come to be so strongly associated with a corporation that they become known as the company's ________. A) position B) signature C) trade dress D) schema

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 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

Susan selects and runs her focus groups carefully. She wants to make sure that each focus group member provides meaningful information for her research purpose. As she is examining potential focus group candidates, she notices that three men and two women seem to provide "yes" answers regardless of what she asks them. They seem to want to be on the focus group very badly and appear eager to be "good subjects." If Susan follows prudent testing methodology, she should reject these test subjects in order to avoid the possibility of which of the following biases? A) neophyte bias B) order bias C) response bias D) affinity bonding bias

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 of the following theories of message communication is the agency trying to account for in its proposal for Bayer Aspirin? A) the trait-factor theory B) the balanced communication theory C) the two-factor theory D) the theory of reasoned action

The World Gold Council recently launched the "Lost Ring Hunt" with a billboard in Times Square announcing that a woman lost her gold wedding band. Viewers of the ad are encouraged to follow Twitter to discover clues that will help them find the lost ring. The first person to identify the location of the ring will win a cash prize and a trip to New York City. The "Lost Ring Hunt" is an example of a(n) ________. A) virtual world B) widget C) alternate reality game D) broadcast medium

The ________ hierarchy 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

The extended self is comprised of ________. A) our actual and ideal selves B) our actual and virtual selves C) external objects we consider a part of us D) our body image and self-esteem

The first thing D'Andrea was asked when she went to work for an advertising firm is how marketing promotions to African-Americans should differ from marketing promotions to Caucasians. What is the best advice D'Andrea could give her new employer? A) Separate advertisements to this ethnic subculture are never done and should not be considered. B) All promotions to this ethnic subculture should be distinct from promotions to other ethnic groups. C) The African-American market is hardly as homogeneous as many believe, and many differences between black and white markets may not be real. D) All promotions to African-Americans have to take into account the market's income, which has been declining drastically over the last two decades.

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

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

The process by which people select, organize, and interpret sensory information is called ________. A) reception B) awareness C) perception D) sensation

The sensory characteristic of a product that sticks with consumers, helping them to remember the product in a unique way, is called the ________. A) phoneme B) schema C) sensory signature D) interpretant

The title of a popular book once proclaimed that Real Men Don't Eat Quiche. Products that take on masculine or feminine attributes are said to be ________. A) agentic B) sexually explicit C) sex-typed D) androgynous

Today thousands of brands borrow personality traits of individuals or groups to convey an image that marketers want consumers to form of their brands. An early brand personality was communicated in 1886 by the ________. A) Coca-Cola polar bear B) Jolly Green Giant C) Quaker Oats man D) Marlboro man

Tracy, who named her car Sophie, talks to her friends about the personality traits of her car. Tracy has ________ her car. A) branded B) archetyped C) anthropomorphized D) repositioned

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

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) auditory C) haptic D) liminal

When new immigrants arrive in this country, they tend to cluster geographically. The primary source of information and advice for this group comes from which of the following? A) mass media advertising B) consulates or embassies C) the local community where the immigrant locates D) relatives in the immigrant's home country

Which American ethnic subculture is most likely the fastest growing? A) Hispanic American B) African American C) Asian American D) American Indian

Which American subculture is most likely to hold technology jobs and purchase high-tech gadgets? A) African American B) Hispanic American C) Asian American D) Arab American

Which of the following best describes the findings of research on 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.

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

Which of the following is generally true about Asian Americans? A) They tend to be both brand conscious and 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

Which of the following most accurately reflects the current thinking about the use of subliminal perception in marketing promotion and advertising? A) Subliminal messages are below the threshold of perception, so they cannot be utilized in marketing. B) Subliminal ads can be effective, but customers do not like them; therefore, marketers avoid them. C) There is some evidence that subliminal perception can have limited effects, but the effects are not specific enough to make subliminal messages effective in advertising. D) It comes down to a matter of attention. If a viewer will pay enough attention to a subliminal message, then it can have specific effects.

Which of the following refers to the meanings we assign to sensory stimuli? A) schema B) semiotics C) interpretation D) perception

Which theory of attitudes assumes that people assimilate new information about attitude objects in light of what they already know and feel, using an initial attitude as a frame of reference to categorize new information? A) theory of cognitive dissonance B) multiattribute theory C) social judgment theory D) self-perception theory

________ 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

________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment. A) Lifestyle B) Belief system C) Personality D) Self-concept

________ refers to a strategy in which a message compares 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

________ refers to the extent to which processing activity is devoted to a particular stimulus. A) Exposure B) Perception C) Attention D) Sensation

________ roughly means whole, pattern, or configuration; this perspective is best summarized by the saying "The whole is greater than the sum of its parts." A) Freudian traits analysis B) Weber's Law C) Gestalt D) Kinsei

"Casual Fridays" in American workplaces encourage the expression of a person's ________. A) virtual self B) dual self C) cultural self D) unique self

"It's time for the Christmas shopping list," thought Martha's mother, so she asked Martha for a quick list of her favorite perfumes. Martha gave her mother six names that were all her "favorite." This group constitutes Martha's ________ for perfume. A) position set B) activation set C) rational set D) evoked set

) Claudia Norman, a marketing consultant, recommended that brand equity for a new environmentally-friendly product could be established by giving initial customers free memberships in the Sierra Club organization. Claudia used which of the following in her recommendation? A) promotional conditioning B) emotional learning C) classical conditioning D) instrumental conditioning

A company wants to persuade a customer to buy its products. If the consumer is characterized as having a high degree of involvement with products that are sold by the company, what route to persuasion will the company most likely take? A) a parallel route B) a peripheral route C) a circular route D) a central route

A department store decides to use "secret shoppers" at unannounced times to test for service quality among its personnel. Store personnel are rewarded for excellent service attitudes. Which of the following reinforcement schedules would most likely apply in this situation? A) fixed-ratio reinforcement B) fixed-interval reinforcement C) variable-frequency reinforcement D) variable-interval reinforcement

A retailer decides to reduce the price of a sport coat that normally costs $98. The reduction in price is $3. The storeowner believes that the reduction will catch the eye of the value shopper. If the sport coat does not sell, the retailer might wish to consider which of the following before making another price change? A) subliminal perception B) the figure-ground principle C) the golden triangle D) Weber's law

A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. A) principle B) belief C) theory D) attitude

According to ________ models, we choose products with attributes that match some aspect of our selves. A) impression management B) identity marketing C) self-fulfilling prophecy D) self-image congruence

According to the basic ABC model of attitudes, ________ refers to the beliefs a consumer has about an attitude object. A) affect B) conditions C) approval D) cognition

All multiattribute attitude models specify the importance of three elements. Two of those elements are attributes and beliefs. What is the third element? A) action variables B) motivations C) recency of events D) importance weights

Based on motivational research, which of the following consumption motives most likely explains a person's motivation to purchase gourmet foods, foreign cars, or perfume? A) security B) eroticism C) disalienation D) individuality

Brand ________ refers to the extent to which a consumer holds strong, favorable, and unique associations with a brand in memory-and the extent to which the consumer is willing to pay more for the branded version of a product than for a non-branded version. A) dynamics B) position C) logo D) equity

Consumers who have ________ are particularly good targets for marketing communications that use fantasy appeals. A) self-fulfilling prophecies B) looking-glass selves C) a small gap between their real and ideal selves D) a large gap between their real and ideal selves

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 prefers to live in rural areas. C) It is a mature group that is now almost totally bilingual. D) It is a young group with families that tend to be large in size.

Elements in television commercials have positive and negative effects. Which of the following characteristics is most likely to have a positive effect? A) extensive information about components, ingredients, or nutrition B) an outdoor setting with the message as part of the setting C) a large number of on-screen characters D) demonstration of product in use

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

The U.S. government estimates that approximately ________ of American adults are overweight or obese. A) 25 percent B) 35 percent C) 50 percent D) 66 percent

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

If a conditioned stimulus is only occasionally matched with an unconditioned stimulus, the association between the two will become weakened. This is called ________. A) generalization B) interference C) the spacing effect D) extinction

If you were a person born between 1946 and 1964, you would be called a ________. A) Baby Boomlet B) Baby Buster C) War Baby D) Baby Boomer

In Canada, product instructions and identifications are written in English and French. To reach the most customers, the same instructions in the United States should be written in English and ________. A) French B) German C) Mandarin D) Spanish

In the past, ketchup formed an unbecoming "scum" on its surface when exposed to air, so manufacturers created the traditionally shaped ketchup bottle with the narrow opening. When chemicals were developed to reduce this oxidation, it was then possible to sell ketchup in more conveniently shaped containers. Customers, however, rejected bottles that didn't have the traditional ketchup shape. This is an example of the power of ________ in the marketplace. A) sensory overload B) thresholds C) hyperreality D) schema

Jane is a Baby Boomer. How is Jane most likely to be different from her mother when her mother was 60 years old? A) Jane is going to have fewer resources for retirement than did her mother. B) Jane will think of herself as being much older than her mother did at the same age. C) Jane will no longer be interested in youthful styles, while her mother was likely to retain such interests. D) Jane is much more likely to be physically active than her mother was at the same age.

Jim sees himself as being confident, powerful, and heroic. According to the BrandAsset Archetypes model developed by ad agency Young & Rubicam, Jim would be classified as a ________. A) Patriarch B) Sage C) Troubadour D) Warrior

L. L. Bean products are known to be rugged, outdoorsy, tough, athletic, and dependable. Because the company has worked very hard to establish these thoughts in the minds of consumers and has spent large sums of money to make sure that their products maintain the favorable L. L. Bean reputation, L. L. Bean has achieved brand ________ with its products. A) dynamics B) animism C) parity D) equity

Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following personal selection factors is affecting Mary Nabholz's response to the ads? A) perceptual vigilance B) perceptual defense C) contrast D) adaptation

Members of which of the following age cohorts are part of today's gray market? A) Generation Z B) Generation Y C) Generation X D) The War Baby Generation

Most Freudian applications in marketing relate to the product's ________. A) brand personality B) hidden values C) competitive advantage D) sexual symbolism

Motivational research relies on ________ of individual consumers. A) psychographic profiles B) Jungian analysis C) behavioral targeting D) depth interviews

One of the goals of marketing to Gen Yers has been to allow them to remain free of the restraints of wires and cords but still be connected to any media at any time. The lifestyle created by this approach is referred to as ________. A) identity renaissance B) cosplay C) distinct-styling D) connexity

People and institutions that teach the ways of a culture are called ________. A) progressive learning models B) ethnography facilitators C) host cultures D) acculturation agents

People in every culture adorn or alter their bodies in some way. Decorating the self serves a number of purposes. Which of the following is NOT one of those purposes? A) to separate group members from non-group members B) to place the individual in the social organization C) to enhance sex-role identification D) to indicate expected life-span

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

Samantha is passing down the cereal aisle when she spots a box of Frosted Flakes cereal featuring Tony the Tiger on the box front. She remembers the taste of the cereal and how much fun she had talking to Tony while she ate her cereal as a kid. She buys a box and leaves the cereal aisle without examining any other cereal products. What aspect of the retrieval process did Samantha use in her product search process? A) salience B) the von Restoff effect C) the spacing effect D) state-dependent retrieval

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) sensory memory C) cueing effect D) halo effect

The ________ summarizes the beliefs a person holds about his own attributes and how he evaluates the self on these qualities. A) actual self B) self-esteem C) self-image D) self-concept

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

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

The lack of marketing information about religion is most likely due to ________. A) the small number of people who are influenced in the marketplace by religious issues B) the dollar value of the Christian market being very low C) traditional bigotry toward religion D) the subject being taboo among researchers

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

Through the process of ________, immigrants make the unfamiliar familiar by integrating symbols from their former lives into their new homes. A) assimilation B) maintenance C) resistance D) warming

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.

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) behavioral targeting C) e-commerce marketing D) permission marketing

What is a major difference between a Generation Y and a Generation X consumer? A) Generation Y is more alienated from traditional culture than Generation X and is reached with more cynical promotional themes. B) There are so many more members of Generation X than Generation Y that promoters use more mass communications with the Gen Xers and fewer one-on-one promotions. C) There are no basic differences except what would be expected by their age differences. D) Proportionally, less tobacco and alcohol will be purchased and consumed by Generation Y members than the Generation X cohort.

What mechanism is used when a consumer learns to perform responses that produce rewarding outcomes? A) extinction B) punishment C) negative reinforcement D) positive reinforcement

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

When a stimulus comes within the range of someone's sensory receptors, ________ occurs. A) just noticeable difference (j.n.d.) B) retention C) subliminal suggestion D) exposure

When we ________ products, we evaluate them using schemas we typically apply to classify people. A) prime B) filter C) imprint D) anthropomorphize

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.

Which of the following occurs when a customer learns that two products are different even though the packages of both products look similar? A) extinction B) brand equity C) stimulus generalization D) stimulus discrimination

Which of the following theorists proposed that an individual's adult personality results from a conflict between the individual's desires to gratify his or her physical needs and the necessity of functioning within a society? A) Maslow B) Jung C) Reisman D) Freud

Which theory of attitudes assumes that people use observations of their own behavior to determine what their attitudes are? A) theory of cognitive dissonance B) balance theory C) social judgment theory D) self-perception theory

________ refers to a consumer's subjective evaluation of his or her physical self. A) Looking-glass self B) Self-concept C) Ideal self D) Body image

________ refers to a relatively permanent change in behavior that is caused by experience. A) Adjustment B) Shaping C) Reinforcement D) Learning

________ refers to the possession of both masculine and feminine traits. A) Heterosexuality B) Homosexuality C) Dysmorphia D) Androgyny

52) It is unusual for consumers to have multiple role identities.

54) The looking-glass self is molded by elements of the pop culture, such as comic book heroes.

57) The concept of the self-image congruence model helps to explain why it is a deal killer in the Japanese business culture to mishandle a business card from a prospective client.

60) According to a Freudian system of analysis, the superego is the counterweight to the ego.

62) The reality principle, according to Freudian psychology, is behavior guided by the primary desire to maximize pleasure and avoid pain.

63) Motivational research is based on the trait theory of personality.

66) An individual with the personality trait of extroversion tends to be quiet and reserved.

66) Tyler told a local reporter about an upcoming astrological event, and the reporter printed the information in the newspaper the next day. A local college professor who specialized in astrophysics said the newspaper story had numerous inaccuracies and was "penned by an amateur." In this case, Tyler and the reporter created a situation in which reporting bias has occurred.

67) Marketing research has indicated that consumers have difficulty assigning personality qualities to most mundane, functional products.

67) Roxanne is one of Canada's top female models. Because of her beauty, most of her admirers also assume that she is intelligent, wealthy, and happy with her life. This is an example of what is called the social adaptation perspective.

71) The two-factor theory suggests that there is no limit to the optimal number of repetitions for a message.

72) According to the elaboration likelihood model, marketers of a low-involvement product must first change attitudes before customers are likely to purchase their product.

75) It is impossible for a person to hold two contradictory attitudes toward the same object.

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

According to the functional theory of attitudes, attitudes exist because they are hereditary.

In the standard learning hierarchy model, attitude is based on behavioral learning processes.

The elaboration likelihood model assumes that under conditions of high-involvement processing, the consumer normally takes what is called the peripheral route to persuasion.

The psychological principle of reciprocity is at work when we take into account what others do before we decide what to do.

cognitive decision-making process

Problem recognition, information search, evaluation of alternatives, product choice.

In general, when the source of a message is perceived as attractive, the message will be more effectively communicated.

Jason believes that dressing formally (e.g., a coat and tie) marks him as a man who is "dressed for success"; therefore Jason dresses formally even in class or for casual occasions. Jason is basing this decision on the cognition part of the ABC model of attitudes.

Latitudes of acceptance and rejection are important aspects of social judgment theory.

The traditional communication model that regards a broadcast message as perishable doesn't work as well with narrowcasting as it does with broadcasting.

habitual

behavioral, unconscious, automatic

Perceived Risk

believes there may be negative consequences if he/she chooses the wrong option ex: risk is greater when product is expensive or complicated

information-processing perspective

cognitive approach, calls for a lot of attention to detail and choices that impact a consumers quality of life. ex: financial planning

product involvement

consumer's level of interest in a particular product. The more they can tie a brand to an individual the higher the involvement ex; perceived risk=highly involving

cognitive

deliberate, rational, sequential

Inertia

describes consumption at the low end of involvment. we make decisions out of habit b/c we lack motivation. ex: worthless, unimportant, boring, etc.

mental budget

helps us estimate what we will consume over time so we can regulate what we do in the present.

Message involvement

influence our motivation to pay attention. ex: print=high involvement medium; TV=low involvement medium

Ongoing search

ppl enjoy browsing for fun b/c they like to stay up-to-date ex: shopaholics

Object

product, brand, advertisement, purchase situation

Involvement

reflects level of motivation to process info about a product/service based on their needs, values, and interests. It can be influenced by a person, situation, or object.

brand loyalty

repeat purchases, reflects conscious decision to continue buying the same brand. They have a strong positive attitude (passionate).

Internal search

scan our own memory to assemble info about diff product alternatives

Situational involvement

takes place with a store, web site, or a location where people consume a product or service.

constructive processing

thought process, we evaluate the effort we'll need to make a particular choice.

economics of information

utilitarian assumption, assumes we collect just as much data as we need to make an informed decision so long it is not time consuming

Information search

we survey the environment for data to make a reasonable decision. -prepurchase search, ongoing search, internal search

Narrative transportation

when an ad is so involving it makes people become engaged in the storyline.

counteractive construal

when consumers exaggerate on negative aspects of behaviors that will interfere with their goal ex: Ken may inflate on the # of calories the snack contains as a way to resist the temptation to eat it.

CH. 2, Chapter 5, Chapter 6, Chapter 7, Ch 7-8 T/F, Chapter 10, Chapter 8

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