Marketing exam 2

A marketer who is currently working on Communication tasks is trying to answer the question __________ or is making decisions based on the answer to that question.

"How do we engage them in conversation?"

Some critics of marketing say that consumers are manipulated into buying products they don't really need—in fact, products that they wouldn't even consider buying if marketers had not instilled "false wants" in them. In other words, these critics are saying that marketers create artificial needs. Which of the following does the author of your primary textbook (i.e., Solomon) cite as a counterargument to this criticism?

A need is a basic biological motive; a want represents one way that society has taught consumers to satisfy the need.

We try to be consistent in our words and our actions, or at least we try to appear to be consistent in our words and our actions. Why is this important to us? A. We don't want to be perceived as fickle, two-faced, or mentally unbalanced. B. Once we have made a decision or a statement, it's easier to act consistently with that decision or statement than it is to rethink our position--that takes work. C. Sticking to our position protects us from the unpleasantness of contradictory information and troubling realizations. D. All of the above.

All of the above

__________ is the name for the cognitive process that allows information to move from short-term memory into long-term memory.

Elaborative rehearsal

Commitments are most effective when they are active, __________, effortful, and viewed as voluntary.

public

When LifeCall (which later became known as Life Alert) began using the tagline "Help! I've fallen and I can't get up," it was trying to connect the benefits of its product with which level of needs (on Maslow's hierarchy)?

safety

Chip Tripp is passionate about pizza. His favorite is Pizza Hut's Pepperoni Lover's pizza. Chip's passion for the Pepperoni Lover's is so extreme that every time he sees a red roof (one of the symbols of Pizza Hut), he drools involuntarily. This happens even when he is driving by a red-roofed building that is not a Pizza Hut (e.g., a Dairy Queen or a Bob Evans) and even when the red roof doesn't have anything to do with food (e.g., a Red Roof Inn or a KinderCare preschool). If we examine this scenario from a classical conditioning perspective, Pizza Hut's Pepperoni Lover's pizza is a(n) __________.

unconditioned stimulus

With regard to sensory marketing, which of the following statements is not consistent with the information in your primary (i.e., Solomon) textbook? -Research shows that consumers are more likely to remember brand names that begin with a hard consonant, like Coach, Google, Pampers, and Tiffany & Co. -American Express launched its Blue Card based on research showing that people describe blue as providing a sense of limitlessness and peace. -We process fragrance cues in the cerebellum. -In 1898, the Campbell's Soup can was designed in red and white with a gold seal because of company executive Herberton Williams' affinity for the uniforms of the Cornell University football team. -In late 2008, Burger King introduced a spray cologne for men named Flame by BK. The company's Web site described the product as a scent of seduction, with a hint of flame-broiled meat. It didn't end well.

we process fragrance cues in the cerebellum

A marketer who is currently working on Post Transaction tasks is trying to answer the question __________ or is making decisions based on the answer to that question.

"If 1 through 6 have gone right, how do we maximize customer loyalty?"

A marketer who is currently working on Purchase Transaction tasks is trying to answer the question __________ or is making decisions based on the answer to that question.

"If we've done 1 through 5 correctly, how do we maximize the likelihood of purchase?"

In Chapter 6 of your primary (i.e., Solomon) textbook, one of the subheadings is worded as a question: Does the Self Exist? Which of the following questions most accurately rephrases what the author (i.e., Professor Solomon's) is asking? "If my self-esteem is really low, do I still have a self?" "Is life truly and objectively real, or are we all just avatars in somebody else's virtual reality?" "Other than being a participant in the life and culture of my nation or region, is there a me that is unique and identifiable?" "If I have never experienced needs that qualify as self-actualization needs on Maslow's Hierarchy, do I still have a self?" "Do I have an actual self, or is my looking-glass self all that there is of me?

"Other than being a participant in the life and culture of my nation or region, is there a me that is unique and identifiable?"

A marketer who is currently working on Product Adjustment tasks is trying to answer the question __________ or is making decisions based on the answer to that question.

"What?"

A marketer who is currently working on Market Delineation tasks is trying to answer the question __________ or is making decisions based on the answer to that question.

"who?"

According to the U.S. Department of Agriculture, a rural Census tract is a food desertif _____ percent of the population or _____ people, whichever is less, live more than _____ mile(s) from a grocery store.

33; 500; 10

In 2009, the U.S. Department of Education estimated that approximately 1 in ____ American adults are functionally illiterate.

7

According to the author of your primary textbook (i.e., Solomon), what happens when advertisers show us "idealized images of happy, attractive people" using a marketer's product? A. The image trigger in us a process of "social comparison." B. The marketer taps into our need for benchmarks to compare ourselves to. C. The marketer risks being sued and/or prosecuted for deceptive advertising practices under the Federal Trade Commission Act. D. All of the above.

A and B

Which of the following best illustrates operant conditioning with a fixed ratio reinforcement schedule? [This question has been selected at random from a pool of 2 questions. For optimal success in this class, complete this chapter's question set repeatedly until you are acquainted with all of the alternate questions.] A. Airing Progressive Insurance commercials so often that viewers know they'll get to see Flo at least once per group of commercials during prime time B. A certificate for $5 worth of Kroger groceries after a Kroger 1-2-3 Rewards Visa cardholder has earned 1,000 points from purchases paid for with the card C. The Powerball lottery D. All of the above.

A certificate for $5 worth of Kroger groceries after a Kroger 1-2-3 Rewards Visa cardholder has earned 1,000 points from purchases

Which of the following best illustrates operant conditioning with a fixed ratio reinforcement schedule?

A free night at a Hampton Inn each time a HiltonHonors member earns 25,000 points from previous stays

Let's say we want to prevent our own tendency toward automatic consistency from being used against us by nasty "compliance professionals." What is Professor Cialdini's advice to us? A. You need to be extra careful if you're an "older" member of an "individualistic society." B. Pay attention to what you feel in the pit of your stomach. C. Pay attention to that first flash of feeling, the one that comes from your heart. D. All of the above.

All of the Above

Regarding Maslow's hierarchy of needs, with which of the following statements would the author of your primary textbook (i.e., Solomon) likely agree? [This question has been selected at random from a pool of 3 questions. For optimal success in this class, complete this chapter's question set repeatedly until you are acquainted with all of the alternate questions.] A. The value of Maslow's hierarchy is that it reminds us that consumers may prioritize needs differently at different stages of life and in different consumption situations. B. Some products or activities may simultaneously satisfy more than one level of needs—maybe even for the same consumer. C. In some non-Western cultures, consumers may be motivated to satisfy need levels in a different order than the sequence that Maslow identified. D. All of the above. E. Both B and C

All of the Above

Which of the following is true regarding the reciprocity rule? -We're likely to comply with the request of somebody we feel obligated to, even if we don't like that person. -A person can trigger in us a feeling of obligation by doing an "uninvited" favor — that is, something we would not have thought to ask for, and that we may not particularly value in and of itself. -"Compliance professionals" who abuse the reciprocity rule may ask from us—and receive—a return favor that is much larger than any favor that they have done for us.

All of the Above

A brand's "personality" evolves as a result of __________. -advertising -packaging -marketing strategies

All of the above

Regarding memory systems and how our memories store information, with which of the following statements would the author of your primary textbook (i.e., Solomon) agree? A. Memory related to a brand may be stored as the specific claims made by the brand, as observations of the content of an ad, as brand identification information (such as brand name), by product category (that is, what the product is intended to do), or as an emotional reaction to the brand or an ad for the brand. B. The optimal processing load for our short-term memory (STM) is three to four "chunks" at a time. C. The more effort it takes to process information in short-term memory (STM), the more likely it is that the information will be transferred into long-term memory (LTM). D. All of the above. E. None of the above.

All of the above

Regarding our ability to remember brand- and product-related information, which of the following statements is consistent with information that appears in your primary textbook? A. All other things being equal, we'll remember more information from the commercial that appears first in a series of ads than we can remember from the commercials that follow. B. All other things being equal, we can retrieve information about a pioneering brand (e.g., 5-hour ENERGY) more easily than we can retrieve information about follower brands (e.g., Stacker 2, Red Rain, VPX Redline, SK). C. All other things being equal, we can recall information from a commercial that we saw during a televised basketball game more easily than we can recall information from a commercial that we saw during a televised baseball game. D. All of the above.

All of the above

The author of your primary textbook (i.e., Solomon) presents a four-stage model of the memory process: external inputs >> encoding >> storage >> retrieval. With regard to encoding, which of the following statements is consistent with the author's explanation? A. Inputs that we receive in narrative (i.e., story) form have already been encoded for us in a format that we are good at remembering. B. Information that can be encoded as an episodic memory has a higher likelihood of being successfully retrieved later. C. We're more likely to easily remember incoming information (i.e., an input) later if we're able to associate it with (i.e., "plug it into") a knowledge structure that already exists in our memory. D. All of the above. E. None of the above.

All of the above

To avoid having the reciprocity rule used against us, what does Cialdini advise? -Turn down any and all offers of anything free. -Accept a favor for what it is, and plan to honor your obligation to repay it with a favor of appropriate worth. -If you have accepted a favor, and that favor later proves to be a compliance tactic, call it what it is: a trick. Keep the favor, and don't feel obligated to the trickster. -Do all of the above. -Both B and C

Both B and C

__________ focus(es) on behaviors that are assumed to be involuntary in nature, whereas __________ deal(s) with behaviors that are assumed to be under the consumer's conscious control.

Classical conditioning; operant conditioning

A decision whether to transport a product by rail, truck, or air belongs in the __________ category.

Distribution

__________ are the least intense affective states. __________ are the most intense. __________ are somewhere in the middle.

Evaluations; Emotions; Moods

The author of your primary textbook (i.e., Solomon) presents a three-stage model of the process of perception: exposure >> attention >> interpretation. Regarding exposure, which of the following statements is consistent with what the author says? -Subliminal messaging techniques usually get consumers to focus their attention on incoming marketing stimuli. -Exposure happens when a stimulus (e.g., an ad, a salesperson's statement, a product display) and a consumer's sensory receptors are "in the same place, at the same time." -Researchers have clear and powerful evidence that subliminal advertising works. -Weber's Law states that we're twice as likely to notice touch stimuli as we are sight stimuli; furthermore, we're twice as likely to notice scent stimuli as we are touch stimuli. -Most consumers in the U.S. do not believe that advertisers use subliminal persuasion to get them to buy things they do not really want.

Exposure happens when a stimulus (e.g., an ad, a salesperson's statement, a product display) and a consumer's sensory receptors are "in the same place, at the same time."

Regarding the LOHAS consumer, which of the following statements is consistent withthe information that appears in your textbook?

For marketers, LOHAS consumers are a $290 billion opportunity.

Assume that a given population (such as a ZIP code, city, or market segment) has the following characteristics. Which piece of information is not a demographic statistic?

Forty-two percent of residents approve of legalizing marijuana for recreational use.

A decision regarding which market segment to target belongs in the __________ category.

Market Delineation

Barney Varney is a successful investment advisor with an office in downtown Columbus, Ohio. On a typical weekday, Barney wears a conservative suit and tie and drives to work in his Acura TL sedan. On many weekends (at least when the weather is favorable), Barney takes one- and two-day trips on his Harley-Davidson motorcycle. Anybody who is accustomed to observing Barney only in his professional role would be unlikely to recognize him when he is wearing his leathers and riding with his "weekend warrior" buddies. Barney also spends some of his leisure time at his vacation home in Naples, Florida and on his sailboat in the Gulf of Mexico. In his tropical garb and yachting cap, "Boater Barney" doesn't really resemble "Stockbroker Barney" any more than "Weekend Warrior Barney" does. The author of your primary text (i.e., Solomon) would likely say that this scenario describes a consumer's __________.

Multiple Selves

Regarding interpretivism and positivism, with which of the following statements would the author of your primary textbook (i.e., Solomon) likely agree? -A consumer researcher who refers to herself as a "postmodernist" could also be accurately labeled as a positivist. -Positivists view the world as a "pastiche"—that is, a mixture of images. -The "starting point" for the interpretivist point of view is the objective, rational, and universal truth of "what was, is, and will be." The "starting point" for the positivist point of view is the mind of the individual and the unique meanings that the individual attaches to his/her surroundings and experiences. -All of the above. -None of the above.

None of the above

Regarding the dark side of consumer behavior, which of the following statements is consistent with the information that Solomon presents? -The most frequently shoplifted products are cosmetics, candy, and nonprescription drugs such as antacids and cold remedies. -Men diagnosed with compulsive shopping disorder (CSD) outnumber women by four to one. -Fifty-two percent of people say they have snuck into a theater to avoid paying admission. -All of the above. -None of the above

None of the above

Regarding what we have learned from years of sensory research, which of the following is not consistent with the information in your primary (i.e., Solomon) textbook? -The average adult is exposed to about 3,500 pieces of advertising information every single day. Thirty years ago, he or she would have seen only about 560 messages per day. -Letting consumers touch an item for 30 seconds or less not only creates an emotional attachment to the object; it also increases the amount they are willing to pay for it. -People remember details better when words or images appear on a blue background. -Heavy multitaskers have more trouble focusing, and they experience more stress. -Placing a picture of a product on the right side of a package causes it to appear heavier than when the picture is placed on the left.

People remember details better when words or images appear on a blue background.

A decision regarding a retailer's interior visual effects and atmosphere belongs in the __________ category.

Purchase Transaction

__________ is a(n) __________ perspective that visualizes much of consumer behavior as actions in a play.

Role theory; sociological

With regard to sensory marketing, which of the following statements is consistent withthe information in your primary (i.e., Solomon) textbook? The basic, entry-level American Express card is green in color. The company strategically chose this color based on research showing that people describe green as providing a sense of limitlessness and peace. The research described in the text had to do with another one of the American Express card products—and that card's color is not green. We process fragrance cues in the neocortex, the most advanced part of the brain. Research shows that consumers are more likely to remember brand names that begin with a soft consonant, like Cinnabon, Fellowes, Lenovo, and Sasson. In 1898, the Campbell's Soup can was designed in red and white with a gold seal because of company executive Herberton Williams' affinity for the uniforms of the Boston College football team. In late 2008, Burger King introduced a spray cologne for men named Flame by BK. The company's Web site described the product as a scent of seduction, with a hint of flame-broiled meat. It didn't end well.

The basic, entry-level American Express card is green in color. The company strategically chose this color based on research showing that people describe green as providing a sense of limitlessness and peace.

The author of your primary textbook (i.e., Solomon) presents a three-stage model of the process of perception: exposure >> attention >> interpretation. Regarding interpretation, which of the following statements is not consistent with what the author says? -The set of beliefs that we assign to a stimulus is called a schism. -Products often assume a brand personality because we assign them human traits such as hipness or sophistication. -Our evaluation of a product usually is the result of what it means, not what it does. -When stimuli are ambiguous, we tend to "see what we want to see." -How we interpret a stimulus depends on our assumptions about how it is related to events that we have stored in our memory.

The set of beliefs that we assign to a stimulus is called a schism.

Author Cialdini tells the story of a friend who owned a tourist-oriented Indian jewelry store in Arizona. The friend wanted to speed the sale of some turquoise pieces that had not been selling well. Right before the store owner left to go on a buying trip, she left written instructions for her assistant: "Everything in this display case, price x 1/2" The assistant misread the instructions as " . . . price x 2." Instead of multiplying the price of each item by one-half (i.e., cutting each price in half) as the store owner had intended, the assistant doubled each price. The jewelry then sold quickly. To explain this phenomenon, Cialdini concluded that tourists, who were not experts in turquoise jewelry, relied on an "expensive = good" heuristic. For those who relied on this stereotype and who bought the jewelry, the high price on the tag functioned as a(n) __________.

Trigger feature

__________ is the name that social scientists use to refer to our feelings, moods, and emotions.

affect

Solomon states that many societies expect males to pursue __________ goals, which stress self-assertion and mastery.

agentic

In a series of Allstate Insurance commercials that began airing in summer of 2010, actor Dean Winters plays a character named Mayhem. In one ad, Winters plays the role of a driver's blind spot; he clings to the side of her Grand Cherokee and obstructs her view while she attempts a disastrous lane change. In another ad, he acts out the role of a live Christmas tree that has been improperly tied to the top of a Dodge Caravan. (Halfway home from the tree lot, he breaks loose from the roof and rolls in the street, causing an accident). In another ad, he plays the role of a malfunctioning GPS and directs the driver of a Suzuki Verona into a collision with a parked car. In yet another ad, he assumes the identity of golf ball-sized hail when he practices hitting golf balls on a street where a lot of cars are parked. In effect, the ads have given a name, face, and voice to objects and events that can cause costly damage. The author of your primary textbook (i.e., Solomon) would say that the people at the Leo Burnett ad agency who created Mayhem have ____________ these threats.

anthropomorphized

Solomon defines __________ as "rules of conduct that guide actions in the marketplace [and] the standards against which most people in a culture judge what is right and what is wrong, good or bad." The author goes on to say, "These universal values include honesty, trustworthiness, fairness, respect, justice, integrity, concern for others, accountability, and loyalty."

business ethics

Between August 31, 2013 and December 31, 2013, the makers of 5-Hour Energy donated 5 cents from the sale of each specially-marked pink bottle of raspberry-flavored 5-Hour Energy to the Living Beyond Breast Cancer foundation. The cumulative donation totaled $344,269.20. This action by the parent company of the 5-Hour Energy brand would be categorized by the author of your primary textbook as __________.

cause marketing

A decision regarding advertising belongs in the __________ category.

communication

The author of your primary textbook (i.e., Solomon) borrows Ward's (1980) definition of __________: the process "by which young people acquire skills, knowledge, and attitudes relevant to their functioning in the marketplace."

consumer socialialization

Solomon uses the term __________ to refer to an environment where individuals can dictate to a company the types of products they want, and how, when, and where they want to learn about them.

consumerspace

Managers of clothing stores train their sales associates to sell the expensive item firstbecause of the power of the __________.

contrast principle

In which of the following social science fields are we likely to find researchers who study the macro aspects of consumer behavior?

cultural anthropology

The author of your primary textbook (i.e., Solomon) states that an unsatisfied hedonic or utilitarian need creates tension in a consumer. The author goes on to say that the level of urgency that the consumer feels about reducing this tension—i.e., the consumer's degree of arousal—is called __________.

drive

"The true definition of luxury. Yours." With this tagline, to which level of needs on Maslow's hierarchy is Acura trying to appeal?

ego

The Lotus automobile tagline "For the few who know the difference" is intended to connect the product's benefits with which level of needs (on Maslow's hierarchy)?

ego

The classic Wheaties tagline, "Breakfast of champions," is intended to connect the product's benefits with which level of needs (on Maslow's hierarchy)?

ego

Solomon presents three types of affective responses. Which type does he say "tend to be more intense" and "often relate to a specific triggering event"?

emotions

Solomon lists and explains three types of affective responses. Which type does he describes as "valenced (i.e. positive or negative) reactions to objects or events that are not accompanied by high levels of physiological arousal," for example when we like or dislike a movie?

evaluations

According to the author of your primary textbook (i.e., Solomon), the field of consumer behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or __________ to satisfy needs and desires.

experiences

In which of the following social science fields are we likely to find researchers who study the micro aspects of consumer behavior?

experimental psychology

The author of your primary textbook (i.e., Solomon) identifies the "individual level," the "family level," the "community level," and the "group level" as the four levels of the __________ self.

extended

The author of your primary textbook (i.e., Solomon) uses the phrase multisensory, fantasy, and emotional aspects of consumers' interactions with products to describe __________.

hedonic consumption

We all probably know a few people who have exaggerated their positive qualities on their Facebook page and/or on a dating site. (Of course, we would never do that.) The author of your primary text (i.e., Solomon) would call such strategic exaggeration of one's virtues an example of _________.

impression management

If a brand has become part of a consumer's daily routine, the relationship between consumer and brand can be described as __________.

interdependence

If you were watching the 2011 MTV music awards, you couldn't possibly have missed seeing a commercial for the Kia Soul featuring the Kia hamsters (known in showbiz as The Hamstars). In the commercial, three Hamstars drive onto the post-apocalyptic scene of a battle between two warring Transformer-like factions. When the rodents get out of their Alien-green 2012 Soul and begin grooving (shuffling, actually) to Party Rock Anthem, the mood is instantaneously transformed from warlike to celebratory. The robots lay down their weapons and begin dancing, too. Once spirits have been suitably lifted on the scorched-earth urban western front, the Hamstars once again take to the desert highway in their Soul—still rocking happily to the beat. In a semiotic analysis of this ad, the images of fun, adventure, and happy endings would be the __________.

interpretant

To explain __________, the author of your primary textbook cites Zaichkowsky's (1985) definition: "A person's perceived relevance of the object based on their inherent needs, values, and interests."

involvement

To make a point, the author of your primary textbook (i.e., Solomon) quotes Mitchell (1979): "__________ reflects our level of motivation to process information about a product or service we believe will help us to solve a problem or reach a goal."

involvement

The rejection-then-retreat technique -involves requesting something that is larger than the "real" request, then making the "real" request in a way that seems like a concession or a compromise. -is also known as the foot-in-the-door technique. -is also known as the door-in-the-face technique. -is described by all of the above. -is described by A and C

is described by A and C

When Cialdini refers to _________, he is speaking of mental shortcuts that we employ in making our everyday judgments. At the opposite end of our thinking spectrum, he uses the term __________ as a label for when we react on the basis of a thorough analysis of all of the information.

judgmental heuristics; controlled responding

If a brand elicits emotional bonds with a consumer - such as warmth or passion - the relationship between consumer and brand can be described as __________.

love

Dell has no desktop PCs, notebook PCs, tablet PCs, or 2-in-1 notebooks in inventory waiting for someone to order them. Dell is considered a pioneer in the "configure to order" approach to manufacturing; it does not build a computer until the computer has been ordered and the customer has specified the exact combination of features for that computer. The author of your primary text (i.e., Solomon) calls this __________. He recommends it as a way to increase consumers' __________ involvement.

mass customization; product

Solomon uses the term __________ to refer to our motivation to pay attention to what marketers tell us.

message involvement

__________ is the name for the "teaching" part of the observational learning process.

modeling

As the author of your primary textbook tells us, perceived risk influences the amount of information gathering a consumer will do before choosing a product. Greater, more negative consequences of "buying the wrong one" usually translate into more extensive information search. The author presents five types of risk. Of these five, which type is most likely to be felt by people of limited income or negligible wealth when they are shopping for "high-ticket items that require substantial expenditures"?

monetary risk

Solomon presents three types of affective responses. Which type does he describes as "temporary" and usually "diffuse and not necessarily linked to a particular event"? In other words, we may not be able to easily explain why we're experiencing one?

moods

All other things being equal, consumers are _____ likely to be aware of, and more likely to pay further attention to, stimuli that appear in unexpected ways or places.

more

The author of your primary textbook (i.e., Solomon) describes the elements of a knowledge structure. Which of the following correctly represents these elements in order of smallest to largest (or simplest to most complex)?

node; proposition; schema

If a brand serves as a link between a consumer and that consumer's past self, the relationship between consumer and brand can be described as __________.

nostalgic attachment

If you were watching the 2011 MTV music awards, you couldn't possibly have missed seeing a commercial for the Kia Soul featuring the Kia hamsters (known in showbiz as The Hamstars). In the commercial, three Hamstars drive onto the post-apocalyptic scene of a battle between two warring Transformer-like factions. When the rodents get out of their Alien-green 2012 Soul and begin grooving (shuffling, actually) to Party Rock Anthem, the mood is instantaneously transformed from warlike to celebratory. The robots lay down their weapons and begin dancing, too. Once spirits have been suitably lifted on the scorched-earth urban western front, the Hamstars once again take to the desert highway in their Soul—still rocking happily to the beat. In a semiotic analysis of this ad, the Kia Soul vehicle would be the __________.

object

In the 2014 Monopoly promotion at McDonald's, a player's odds of winning a food prize were 1 in 4.5, the odds of winning a RedBox one-night DVD rental were 1 in 104, the odds of winning a My Coke Rewards 50 bonus point bundle were 1 in 151, the odds of winning a $10 Arch card were 1 in 28,917, the odds of winning a VIZIO P-series 50-inch Class Ultra HD Smart TV were 1 in 2,224,357, and the odds of winning a Super Bowl XLIX trip were 1 in 289,166,325. As a marketing tool, the game best illustrates __________.

operant conditioning, with a variable-ratio reinforcement schedule

Author Solomon tells us about sentiment analysis, a research technique that scours social media to collect and analyze the words people use when they describe a specific product or company. What is another name for this technique?

opinion mining

According to the author of your primary textbook (i.e., Solomon), __________ is the process by which we select, organize, and interpret the sensory stimuli that our taste buds detect.

perception

As the author of your primary textbook tells us, perceived risk influences the amount of information gathering a consumer will do before choosing a product. Greater, more negative consequences of "buying the wrong one" usually translate into more extensive information search. The author presents five types of risk. Of these five, which type is most likely to be felt by people who are elderly, frail, or in ill health when they are shopping for "mechanical or electrical goods . . . , drugs and medical treatment, and food and beverages"?

physical risk

When Sprite began using the tagline "Obey your thirst," it was attempting to connect the benefits of its product with which level of needs (on Maslow's hierarchy)?

physiological

The expression __________ refers to the music, movies, sports, books, celebrities, and other forms of entertainment that the mass market produces and consumes.

pop culture

The Seven Categories of Marketing Activities, in their proper sequence, are market delineation, purchase motivation, __________, distribution, communication, the purchase transaction, and post transaction. [This question has been selected at random from a

product adjustment

Solomon uses the term __________ to refer to a consumer's level of interest in a particular product.

product involvement

If a brand has helped a consumer to establish an identity, the relationship between consumer and brand can be described as __________.

self concept attachment

The author of your primary textbook (i.e., Solomon) states that __________ takes place when our ears respond immediately to a basic stimulus, such as a shrill siren or a dog's bark.

sensation

If you were watching the 2011 MTV music awards, you couldn't possibly have missed seeing a commercial for the Kia Soul featuring the Kia hamsters (known in showbiz as The Hamstars). In the commercial, three Hamstars drive onto the post-apocalyptic scene of a battle between two warring Transformer-like factions. When the rodents get out of their Alien-green 2012 Soul and begin grooving (shuffling, actually) to Party Rock Anthem, the mood is instantaneously transformed from warlike to celebratory. The robots lay down their weapons and begin dancing, too. Once spirits have been suitably lifted on the scorched-earth urban western front, the Hamstars once again take to the desert highway in their Soul—still rocking happily to the beat. In a semiotic analysis of this ad, the Hamstars would be the __________.

sign

Solomon uses the term __________ to refer to our engagement with a store, website, or a location where people consume a product or service.

situational involvement

As the author of your primary textbook (i.e., Solomon) tells us, perceived riskinfluences the amount of information gathering a consumer will do before choosing a product. When we think the negative consequences of "buying the wrong one" would be particularly unpleasant (or embarrassing, or humiliating), we will usually engage in more extensive information search. The author presents five types of risk. Of these five, which type is most likely to be felt by people of low self-esteem or low self-confidence when they are shopping for items that involve "highly visible" consumption, such as clothing, jewelry, sports equipment, or automobiles? [This question has been selected at random from a pool of 3 questions. For optimal success in this class, complete this chapter's question set repeatedly until you are acquainted with all of the alternate questions.] Social risk Monetary risk Functional risk Physical risk

social risk

The term digital native is used to refer to __________.

someone who grew up in a highly networked, always-on world and to whom digital technology appears to have always existed.

You're at a friend's house, watching a favorite primetime TV show. During a series of ads, a commercial for GEICO comes on the set. The ad features guinea pigs rowing a tiny boat in a shallow rectangular glass container on top of a consumer's desk. The consumer, who is sitting at the desk, explains that in order to save money on his utility bill, he trained the guinea pigs to row (to generate electricity). After he comments on the fact that it took him six months just to get the "fat one" to shout, "Row! Row!," the announcer informs the viewing audience that cutting your insurance costs—by dealing with GEICO, of course—is an easier way to save money. Your takeaway from the commercial, however, is far different than what GEICO or its ad agency—The Martin Agency—hoped you would remember. As the two rodents in the boat dutifully respond to the other guinea pig's rhythmically-spaced commands of "Row!," you fondly remember Stanley, the pet hamster you had when you were a child. Your reminiscent thoughts travel from Stanley to other pets who have kept you company through the years—first Mango, the family cat, then Nemo and Naomi, a pair of goldfish. As your thoughts transition to your current companion—Dakota the Border Collie—you remember that you had been on an errand to buy food for Dakota when you spontaneously decided to stop at your friend's house. Dakota's dinner is now two and a half hours late. You leave in a hurry to go to Kroger to buy Purina One for Dakota, and to then return home to feed him. This scenario illustrates __________.

spreading activation

Solomon states that about 37 million people per year visit websites such as Birchbox, Ipsy, and Graze where they can sign up to receive "surprises" on a regular basis. The author of your primary text (i.e., Solomon) refers to this technique as __________. He recommends it as a way to increase consumers' __________ involvement.

subscription boxes; situational

Click, whirr refers to __________.

the automatic activation of a judgmental heuristic, as if a mental tape were playing.

Social scientists who view our behavior and social development from the perspective of __________ say that we try to define ourselves by the signals we receive from others, and by what we believe those signals say about how we are perceived.

the looking glass

The word haptic refers to which of the five senses?

touch

A company that has a(n) __________orientation tries to earn profits for its stakeholders. It also tries to enhance the communities in which it does business, and it strives to minimize any negative environmental impact of its activities or even improve natural conditions.

triple-bottom-line