Marketing 2

The colour ________ has been shown to grab window shoppers' attention. A) yellow B) blue C) purple D) red

A

Denise loves ice cream but feels it is a "guilty pleasure" because it contains a large amount of fat and calories. She is not sure whether to indulge as she is trying to eat right. This purchase situation is typical of which type of motivational conflict? A) approach-approach B) approach-avoidance C) avoidance-avoidance D) hedonic-utilitarian

B

The term mood congruency refers to the fact that: A) judgments are often consistent with our existing mood state. B) recall is more accurate when the same mood state is experienced at retrieval as at encoding. C) we prefer products that are congruent with other products that we already own. D) we prefer advertisements that are the same valence as the show we are watching.

A

The way the marketer wants the brand to be viewed by the consumers is referred to as: A) a positioning strategy. B) market segmentation. C) consumer profiling. D) exposure.

A

An advertisement for Axe Deodorant shows a young male being chased by a mob of attractive females. The brand is hoping that male consumers will learn to purchase their products via a process of: A) observational learning. B) operant conditioning. C) classical conditioning. D) shaping.

A

An anti-smoking advertisement states that smoking in the car while taking your children to school can cause second-hand smoke to affect your children, and shows a picture of two children with innocent expressions on their faces. What emotion is this ad trying to convey to the audience? A) guilt B) happiness C) embarrassment D) anger

A

Attributes of self-concept can be described along several dimensions. If Rudi Gonzalez sees himself as someone with a handsome face rather than a person who is intellectual, which of the following self-concept dimensions is being exhibited here? A) content B) positivity C) stability over time D) negativity

A

Tina, a supervisor of displays for Sears Canada, knows that attractive displays can generate additional sales of particular items. From a marketer's perspective, this is: A) a purchase issue. B) a postpurchase issue. C) merchandising complexity. D) a loss leader.

A

To reduce waste associated with their Downy fabric softener, Procter & Gamble introduced refillable containers. This is an example of: A) green marketing. B) ethical marketing. C) culture jamming. D) anticonsumption.

A

Victor, the president of a company that specializes in women's fragrances, ensures that each of the bottles looks appealing, is nice to touch, and (of course) has an appealing smell. This way, each consumer will have a positive experience with the company's products. Victor is engaging in: A) sensory marketing. B) sensation marketing. C) atmospheric marketing. D) appeal marketing.

A

Virtual consumption has greatly facilitated ________ activity. A) C2C B) B2C C) U-commerce D) e-tailing

A

Western culture tends to subscribe to an ________ interpretation of the self, whereas non-Western cultures tend to focus on an ________ interpretation of the self. A) independent; interdependent B) interdependent; independent C) external; internal D) internal; external

A

What people feel they would like to be, is called their: A) ideal self. B) denied self. C) actual self. D) reflected self.

A

When Jane, a typical shopper, looks at a search page, her eye travels across the top of the search result, returns to the left of the screen, and they travels down to the last item shown without scrolling. Marketers refer to this as the: A) golden triangle. B) sweet spot. C) attention zone. D) sales position

A

When John picks up a six-pack of Budweiser beer out of habit, without consideration of other choices, he is making a decision characterized by: A) inertia. B) willed disinterest. C) resistance. D) ignorance.

A

When L'Oreal promotes the fact that they offer a high quality product for a lower price, they are positioning on: A) price leadership. B) specific attributes. C) product class. D) occasions

A

Brian urgently needs a summer job to earn money for his fall tuition. Lately, everywhere he turns he seems to be noticing "help wanted" ads. His increased awareness of ads that relate to his current needs is called: A) perceptual vigilance. B) perceptual defence. C) perceptual actualization. D) perceptual search.

A

Casual, even unintentional, acquisition of knowledge is called: A) incidental learning. B) piggybacking. C) stimulus-response connections. D) accidental knowledge.

A

Consumers who score high on a scale of public self-consciousness: A) are interested in clothing and are heavy users of cosmetics. B) are usually older than average, mostly 50 and over. C) are unconcerned about what others say about them in private, behind their backs. D) go to great lengths to avoid appearing in public.

A

David in his youth had a slight build with delicate features. As a ________ he decided to make a time and financial investment so that today he has the physique of a body builder, has adorned himself with tattoos reflecting masculinity, and always has facial stubble. A) metrosexual B) trendsetter C) man's man D) retrosexual

A

Denise is shopping for a dress. She has narrowed down her final choice to two dresses, but she has a new dilemma. The black number is elegant, and she looks awesome in it, and sophisticated. She anticipates her husband Tim's reaction. The blue dress flatters her figure and it would be practical for future occasions. She wants to buy both. She is experiencing which type of motivational conflict? A) approach-approach B) approach-avoidance C) avoidance-avoidance D) hedonic-utilitarian

A

Enrique has just purchased a new 4K TV, the best and latest technology available for viewing. A few days later he reads a report saying that a better technology for television is due on the market in six months at half the price. He thinks this is hogwash, and stops reading the report halfway through. This is an example of: A) perceptual defence. B) postpurchase dissatisfaction. C) customer sensitivity. D) consumer advocacy.

A

Evaluations are: A) valenced reactions to events and objects that are not accompanied by high levels of arousal. B) temporary positive or negative affective states that are accompanied by moderate levels of arousal. C) relate to a specific triggering event. D) valenced reactions to events and objects that are accompanied by high levels of arousal.

A

Franz is very meticulous in appearance, and prepares his attire carefully before going anywhere as he wants to feel confident. This is an illustration of ________ theory. A) symbolic self-completion B) low self-esteem C) ego representation D) power exertion

A

Frequency marketing reinforces the behaviour of regular purchasers by giving them prizes: A) with values that increase along with the amount purchased. B) once they have reached the right frequency of purchase. C) on a variable ratio of reinforcement. D) with a fixed-interval reinforcement.

A

Gaining consumer insights: A) involves probing deeper to understand the underlying motivations for a given behaviour. B) involves only looking at secondary research. C) is the first step to determining the required research method to use. D) involves manipulating the dependent variable.

A

Gary illustrated how consumers draw from their organized collection of beliefs or feelings when making a purchase decision. Among his beliefs were that colognes heightened romantic appeal, that fancy French-sounding names were feminine, and that thick cloying scents were like those his old aunts would use. The black bottle of Drakkar Noir was exotic, mysterious-looking, just right. His evaluations stem from his: A) schemas. B) icons. C) historic imagery. D) tactile cues.

A

How are unipolar emotions and mixed emotions different? A) Mixed emotions have both positive and negative components, while unipolar emotions are either wholly positive or wholly negative. B) Mixed emotions are either wholly positive or wholly negative, while unipolar emotions have both positive and negative components. C) Mixed emotions lead to better recall of a situation than unipolar emotions. D) They are not different. They refer to the same thing.

A

In a beer ad on TV showing a couple going off to a country cottage, Melinda only paid attention to the sports car. This tendency is known as: A) perceptual selectivity. B) consumer screening. C) attention focusing adaptation. D) stimulus de-escalation.

A

In a department store, Katrina noticed that colours in the women's clothing area were brighter than in the men's clothing area. This would be attributed to: A) biological differences. B) hedonistic consumption. C) demographic deviation. D) sensory adaptation.

A

In a survey designed to measure people's willingness to pay for fair-trade coffee, researchers found that most coffee drinkers were willing to pay an average price premium of: A) 10 percent. B) 20 percent. C) 30 percent. D) 40 percent.

A

In consumer behaviour, the concept behind a product's market position implies that: A) the evaluation of a product is based on what it means to a person rather than what it does. B) the evaluation of a product is based on what it does for a person rather than what it means. C) the top-selling brand in a product category always has a stronger market position. D) price is the most important "P" to consider when formulating a marketing strategy.

A

In studying consumer behaviour, it is often useful to categorize people on the basis of some similarity. Descriptions such as age, gender, income, or occupation are called: A) demographics. B) psychographics. C) personal profiles. D) physiology.

A

In terms of the extended self, the level where cars may be included would be: A) individual. B) prestige. C) power. D) physiological.

A

When Matthew assumes the virtual identity of Vlad the Conqueror and is able to see himself in a video game as an armoured attack robot, his visual character appears as a(n): A) avatar. B) subliminal fantasy. C) symbolic fantasy. D) virtual representative.

A

In the nineteenth century, a psychophysicist named Ernst Weber found that: A) the amount of change that is necessary for a stimulus to be noticed is systematically related to the intensity of the original stimulus itself. B) for each stimulus there is an equal but opposite reaction. C) the ratio between stimulus and response is a fixed proportion. D) Solomon's law was valid.

A

Maria, a graphic artist with the celebrity magazine Flameworks, is using airbrushing to insert tiny figures into an ad they will be placing in Maclean's magazine. She is using a technique involving: A) embeds. B) visual specialization. C) adaptation. D) composition.

A

Marketers can enhance the consumer's motivation to process relevant information by using ________ and/or ________ stimuli. A) novel; prominent B) visual; audible C) physiological; psychological D) affective; effective

A

Martin is a member of an online buyers' club that reinforces purchasing behaviour by giving him prizes that increase as he increases his purchases. This is known as a form of: A) frequency marketing. B) stimulus reward. C) conspicuous consumption. D) uncontrolled purchases.

A

When a consumer becomes so involved with a product that he or she loses track of time, he or she has entered into what is known as a ________ state. A) flow B) social C) drive D) need

A

When a local store first changed its window display, Beverly noticed it at once. As she passed it day after day, she no longer paid attention because it had become so familiar. Beverly had: A) experienced adaptation. B) formed a stimulus habit. C) attention dysfunction. D) stimulus rejection.

A

When consumers are intent on doing what they can to satisfy a need, they are inclined to pay attention and process any information they feel is relevant to achieving their goals. This state is termed: A) involvement. B) motivation. C) attribution. D) participation.

A

Which Act is designed to protect consumers against purchasing food, cosmetics, or drugs that are deceptive or misleading, or that may pose a risk to health? A) Food and Drugs Act B) Consumer Packaging and Labelling Act C) Hazardous Products Act D) National Trademark and True Labelling Act

A

Which company got creative by releasing the scent of chocolate chip cookies in tandem with their ads on bus shelters? A) Got Milk? B) Oreo C) Cadbury D) Nabisco

A

Which element below is an example of product involvement? A) mass customization B) SMART C) valences D) spectacles

A

Which of the following may be effective in getting viewers to stop fast-forwarding past television ads recorded on their PVR? A) use enticing or novel commercials B) decrease ads' sound level below that of adjacent programs C) use a preventive or override command in ads D) keep commercials short, 10 seconds or less, so that they cannot be electronically identified

A

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 knowledge technique known as a: A) service script. B) punishment-avoidance technique. C) competitive-distinction process. D) maturation process.

A

One study of readers of gay publications found that, compared to heterosexuals, these readers are: A) twice as likely to own a vacation home. B) less likely to experience stress in their daily lives. C) less likely to be self-employed. D) more likely to hold blue collar jobs.

A

People apparently do process at least some information in an automatic, passive way, which is a condition that has been termed: A) mindlessness. B) the trigger feature. C) modelling. D) unconscious learning.

A

Readership ad scores in magazines increase in proportion to the ________ of the ad. A) size B) colour C) novelty D) cost

A

While marketers cannot create needs, they: A) may affect an environment in which specific needs may be activated. B) can always sell to somebody. C) are close to being able to create needs in the next five years. D) control the mass media-almost the same thing.

A

While most automobile companies want to be viewed as being stylish or safe, Subaru appealed to dog owners in a series of innovative advertisements. This was part of Subaru's: A) positioning strategy. B) market segmentation. C) consumer profiling. D) primary research.

A

You see a humorous commercial for Coca-Cola that has been repeated several times during your favourite TV show. While you are at the grocery store, you see a bottle of Coca-Cola and smile uncontrollably at the products. What is this an example of? A) classical conditioning B) instrumental conditioning C) subliminal perception D) incidental learning

A

Research on happiness throughout the lifespan suggests that: A) younger people are more likely to associate happiness with excitement. B) younger people are more likely to focus on the importance of material goods in bringing happiness. C) younger people prefer hedonic purchases. D) older people are more likely to focus on the importance of material products in bringing happiness.

A

Ryan and Jo were talking about which car was the better buy for their daily travel to and from work. Ryan wants the status of driving a Porsche while Jo says he thinks a Honda is a more practical choice. The particular form of consumption which would satisfy their needs is a/an: A) want. B) desire. C) goal. D) actuant.

A

Sara and Jessica text back and forth while Sara is shopping and Jessica is riding the bus to work. This is an example of: A) a synchronous interaction. B) an asynchronous interaction. C) utilitarian consumption. D) a consumption community.

A

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, customer demand began to decrease as the competitor's product became more successful. What characteristic of learning was 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 and the quality of the product. B) Customers confused Scott's logo with the logo of Scott's competitor, thus cognitive learning was incomplete and Scott lost customers. 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) Scott never provided any positive reinforcement for purchasing his product and thus customers became disinterested in the logo.

A

The Campbell Soup Company recently started using "the Campbell Kids" again in their ads. They and other companies doing similar revivals of past imagery reflect the power of: A) nostalgia. B) the "wonder years" effect. C) persuasive embed. D) recognition.

A

The Kraft Heinz Company markets different food products such as ketchup, pickles, and mustard, all using the Heinz brand name. This is known as: A) family branding. B) synchronous branding. C) common branding. D) differentiated branding.

A

________ envy occurs when the consumer believes that the superior "other" does not deserve his or her status. A) Malignant B) Benign C) Comparative D) Malicious

A

________ involve(s) asking respondents to self-report answers to a set of questions posed by the researcher, often in written, online, or phone format. A) Survey research B) Focus group research C) Interviews D) Observational research

A

________ refers to a relatively permanent change in behaviour that is caused by experience. A) Learning B) Memory C) Perception D) Motivation

A

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

A

During the first three months after their launch of a new peanut butter product, a company uses a successive series of techniques such as give-aways, supermarket demonstration and tastings, and finally coupons for 15 percent off the retail price. This is illustrative of a process called: A) stimulus reward. B) shaping. C) negative reinforcement. D) cognitive awareness.

B

Encore Bacon is an economy product that attempts to imitate Maple Leaf Bacon, a premium product. This would be known as: A) unfair competition. B) look-alike packaging. C) competitive variation. D) stimulus-response distortion.

B

Georgio could not decide if it was worth trying to repair his ten-year-old VCR or get a loan to buy a new one. This is an example of an ________ conflict. A) approach-avoidance B) avoidance-avoidance C) acculturation-avoidance D) activation-approach

B

Groups of people that unite on the Internet to share a passion for a product are known as: A) chat rooms. B) virtual brand communities. C) consumer networks. D) product organizations.

B

Harry tremendously enjoys his Saturday nights "hanging out with the guys" at the Drop-In Tavern. He is showing which of the following needs? A) the need for uniqueness B) the need for affiliation C) the need for power D) the need for hierarchy

B

If a marketer wants to increase involvement from their consumers, one of the best ways is to actually get them involved in the information process. One way of doing this is through: A) sentiment analysis. B) crowdsourcing. C) opinion mining. D) novel stimuli.

B

If a product succeeds in satisfying needs and is purchased over and over again, it most likely has attained: A) product separation. B) brand loyalty. C) lifestyle variation. D) purchase conception.

B

If consumers repeatedly see TV ads for a "decadent" ice cream (perhaps "Pure Cream and Berries Ice Cream"), they will feel hungry for some in the future when they merely hear the brand name. Their hunger is an example of a: A) conditioning trial. B) conditioned response. C) conditioned cue. D) voluntary action.

B

If gambling is maintained by variable-ratio reinforcement, what type of reinforcement would best characterize fishing? A) fixed-interval B) variable-interval C) fixed-ratio D) mixed-ratio

B

In 1957, an experiment in a drive-in movie showed that increases in sales of popcorn and Coca-Cola were measured after subliminal messages encouraging viewers to use those products had been inserted in the movie Picnic. These findings: A) demonstrated that consumers' minds had been "broken into and entered." B) were false; research executives admitted they had fabricated the findings. C) subsequently were supported by a number of other research studies. D) gave the first irrefutable proof of the power of subliminal persuasion on consumer actions.

B

In qualitative research, the presentation of ambiguous objects or activities that are open to various interpretations is known as: A) random assignment. B) a projective technique. C) an experiment. D) role playing.

B

Luanne drove into work and went through the drive-thru of her local coffee shop for a "double-double," like she does every single weekday. What level of involvement does this describe? A) flow state B) inertia C) high D) affective

B

Mary designed an unsuccessful advertising campaign for a medical insurance company that was targeted at 18- to 34-year-old males. The campaign only included one commercial, which featured a young man who had become crippled in a skydiving accident. While planning the campaign, Mary failed to recognize that: A) 18- to 34-year-old males are not interested in medical insurance. B) not all 18- to 34-year-old males share the same lifestyle. C) television commercials are not effective for advertising medical insurance. D) she should have also segmented based on ethnicity

B

Matching product attributes with some aspect a consumer holds to be true of his or her self is consistent with: A) situation-actualization theory. B) self-image congruence models. C) symbolic self-completion theory. D) self-as-other models.

B

Moods are: A) valenced reactions to events and objects that are not accompanied by high levels of arousal. B) temporary positive or negative affective states that are accompanied by moderate levels of arousal. C) related to a specific triggering event. D) valenced reactions to events and objects that are accompanied by high levels of arousal.

B

Mrs. Brown has an obsessive need to shop every day to relieve depression and boredom. Her behaviour is termed: A) a spending spree. B) compulsive consumption. C) impulse buying. D) consumer behaviour.

B

One of the fundamental premises of the modern field of consumer behaviour is that people often buy products not for what they do, but for what they: A) cost. B) mean. C) look like. D) promise.

B

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 changing an old drink by making it sweeter, 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 create promotions to tell customers how "sweet" the new drink is. D) She would need to understand how people interpret the word "sweet."

B

One study of young male beer drinkers found a segment that was characterized as "losers." These were men who worked hard but had little chance of promotion, and although they enjoyed life, thought that they were never going to get ahead. Beer ads made to this segment had a very high fantasy appeal. What relationship between the concepts of self in this segment was being assumed by the marketers? A) This segment had a strong looking-glass self. B) This segment had a large gap between their actual and ideal selves. C) This segment had low self-esteem. D) This segment had a culturally defined inner self that was much different from their public self.

B

People acquire certain needs in the process of becoming a member of a culture: needs for status, power, affiliation, and so on. These needs which reflect the priorities of a culture are called: A) a priori needs. B) psychogenic needs. C) pre-learned needs. D) actualization needs.

B

People are born with needs for certain elements that are necessary to maintain life: food, water, air, and shelter. These needs are called: A) a priori needs. B) biogenic needs. C) psychogenic needs. D) actualization needs.

B

Perception of a brand comprise both its functional attributes and its ________ attributes. A) sensory B) symbolic C) marketing D) dominant

B

Perceptual ________ based on consumers' past experiences influence what they decide to process. A) defences B) filters C) adaptation D) vigilance

B

Placing coolers of Powerade drinks and energy bars in high-traffic areas of fitness centres indicates that marketers are most likely trying to ensure that appropriate ________ are active. A) competitive products B) role identities C) paired stimuli D) profit centres

B

Popular culture is both a ________ of and an inspiration for ________. A) market; advertisers B) product; marketers C) product; consumers D) market; consumers

B

Ray was starting to feel hungry. He checked the clock and it was almost time for his lunch break. Just then he received a text form his favourite deli letting him know of the daily special. This is an example of: A) simulated involvement. B) message-response involvement. C) product involvement. D) purchase situation involvement.

B

Research on material versus experiential purchases suggests that: A) material goods are the secret to happiness. B) experiential products make consumers happier than do material products. C) material goods are more meaningful to one's identity than are experiential products. D) material products are more open to interpretation than are experiential products.

B

Research on visual cues and consumption suggests that: A) consumers will eat less popcorn from larger containers. B) consumers will judge a taller glass as holding more fluid than a wider glass. C) consumers eat less when food is served in multiple smaller serving size packages. D) consumers will eat fewer M&Ms when they are given a greater variety of colours.

B

Saucony Canada held a contest asking consumers to send in their own photos, which will be utilized in a future advertising campaign for the company. This is an example of: A) anticonsumption. B) consumer-generated content C) social marketing. D) green marketing.

B

Simply put, the ________ includes those objects that we consider to be a part of who we are. A) external self B) extended self C) actual self D) material self

B

Some drug and grocery stores have cards whereby customers can collect points for purchases. Certain levels of points result in some sort of reward. This is an example of which kind of reinforcement? A) fixed-interval B) fixed-ratio C) variable-interval D) variable-ratio

B

Some years ago, McDonald's claimed that its Big Mac had "Two all-beef patties, special sauce, lettuce, cheese, pickles, onions, on a sesame seed bun." Today if consumers hear "Two all-beef patties...," they laughingly play the game, completing the entire line of copy. Their participation illustrates the gestalt principle of: A) recency. B) closure. C) exposure. D) completion.

B

Tension activates goal-oriented behaviour that attempts to reduce or eliminate the state and return to: A) equilibrium. B) homeostasis. C) expectancy. D) strength.

B

The "looking-glass self" is but one of many "selves" defining who we are. It is the: A) ideal self we wish we were as we look at ourselves in the mirror. B) self we imagine others see when reacting to us. C) self we visualize we will be in our older years. D) self we see reflecting what our parents were.

B

The Kraft Heinz Company is considering getting into the toilet paper business, which would be a new product line for them. This strategy is known as: A) product modification. B) family branding. C) corporate repositioning. D) product line extension.

B

The concept of self is: A) uniform in almost all cultures. B) a relatively new concept. C) a perception of other people. D) an idea that is untestable.

B

The four levels of the extended self are: A) individual, tribal, family, public. B) community, family, individual, group. C) family, private, public, individual. D) material, ideal, reflected, aspirational.

B

The growth of the Web has created thousands of online consumption communities. What is the biggest danger of such communities? A) The members will receive bad information. B) The members will feel pressure to conform to certain types of purchase behaviour. C) The members will become frustrated in their communication efforts. D) The members of have no sense of mission.

B

The main difference between impulse buying and compulsive consumption is: A) impulse buying only occurs for certain types of products, while compulsive consumption can occur for any product. B) impulse buying occurs at a particular moment, while compulsive consumption is an enduring behaviour. C) impulse buying is done by choice, while compulsive consumption is not. D) impulse buying cannot be measured empirically, while compulsive consumption can be.

B

The main point of ________ is that the ratios, not the absolute differences, are important in describing the least perceptible differences in sensory discrimination. A) Veber's law B) Weber's law C) rule of ratios D) psychophysics

B

The phrase "You are what you consume" recognizes that products do more than influence the perceptions of others about who we are. They also: A) act as protection to enable us to keep others from learning too much about our true self. B) help us determine our own sense of self as well. C) hide us from ever really knowing who we are. D) serve as a substitute for a well-developed self-concept.

B

The process by which stimuli are selected, organized, and interpreted is called: A) free response. B) perception. C) sensation. D) stream of consciousness.

B

The process of acquiring information and storing it over time so that it will be available when needed is: A) information acquisition. B) memory. C) retrieval. D) chunking.

B

The type of memory that processes stimuli by such attributes as their colour, taste, smell, or shape is relying on: A) physiological memory. B) sensory meaning. C) semantic meaning. D) episodic memory.

B

To facilitate consumer learning, BC Hydro compares wasting energy to wasting other things like time and water. BC Hydro is hoping that ________ will occur. A) rote learning B) analogical learning C) classical conditioning D) observational learning

B

Travel commercials depict happy, attractive families enjoying a carefree vacation. Marketers hope that this will trigger a process of: A) impression management. B) social comparison. C) role identification. D) symbolic interactionism.

B

Two terms often used to describe motivation are: A) its strength and its duration. B) its strength and its direction. C) its magnitude and its force. D) its magnitude and its feeling.

B

Vasi, a product manager at Kraft Foods, is reading a focus group report on tests regarding new ads for Kraft Peanut Butter. He has found that the messages consumers received are different from what Kraft intended. This is most likely due to: A) exposure. B) perception. C) consumption. D) hedonism.

B

A school of thought that maintains people derive meaning from a totality of a set of stimuli, rather from any individual stimulus, is: A) the holistic processing principle. B) peripheral persuasion. C) gestalt psychology. D) stimulus integration theory.

C

Although research has shown that consumers think better of products made by firms they feel are behaving ethically, many "ethical" companies encounter difficulties selling their products. What is a good a reason for this? A) Ethical companies do not make good-quality products. B) Products made by ethical companies are hard to find for consumers. C) Sometimes consumers' buying behaviour is not consistent with their positive attitudes about ethical products. D) Consumers lie on surveys about ethical companies to appear like they care.

C

At work, Olivia is highly motivated by praise from her boss and coworkers. This type of motivation is accounted for by: A) self-interest theory. B) attribution theory. C) expectancy theory. D) drive theory.

C

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) attention B) comprehension C) exposure D) interpretation

C

Research shows that those who have a low sense of collective self-esteem about their gender identity: A) berate members of the opposite gender. B) are less susceptible to stereotype threat. C) are more likely to choose gender-related products when they learn negative information about their gender identity. D) are less likely to choose gender-related products.

D

Shaun became tired of his routine IT job and decided to enroll in a Fine Arts degree. He was trying to satisfy which of Murray's psychogenic needs? A) self-depreciation B) superiority C) achievement D) change

D

Sherri has learned to expect a certain sequence of events when she goes to the doctor. She may become uncomfortable if the actual service differs from the: A) meaning concept. B) proposition. C) intention. D) script.

D

Some colour combinations for packages become so well known that marketers have successfully sought legal protection for their right to exclusive use, e.g., Eastman Kodak for its yellow, black, and red film packages. This colour combination becomes known as the company's: A) patent. B) copyright. C) colour code. D) trade dress.

D

The Bank of Montreal's specific wavelength of blue is so well recognized that consumers can recognize the brand just by the colour alone. When a colour combination becomes this strongly associated with the brand, this is called: A) patent. B) copyright. C) colour code. D) trade dress.

D

The Coca-Cola bottle was designed specifically to appeal to consumers' sense of: A) taste. B) smell. C) sight. D) touch.

D

The ability of a sensory system to detect changes or differences between two stimuli refers to the: A) minimum threshold. B) maximum threshold. C) absolute threshold. D) differential threshold.

D

The beer company chose to advertise during a TV drama because of all of the following EXCEPT: A) pacing in some sports allows attention to wander. B) the environment of the message affects recall. C) shows with continuous activity fare better for recall. D) shows punctuated with a series of acts are good for recall.

D

The belief that if you gamble long enough (e.g., on a slot machine), you will eventually win, shows an understanding of which type of reinforcement scheduling? A) fixed-interval B) fixed-ratio C) variable-interval D) variable-ratio

D

The expanded view of the exchange that includes the issues that influence the consumer before, during, and after a purchase is called: A) the value. B) the strategic focus. C) the pre-sell strategy. D) the consumption process.

D

The fact that bribery in business is acceptable in some countries but not in others demonstrates that: A) ethics are relative to the situation in which business persons find themselves. B) cultural jamming has been successfully practised in some countries. C) ethics are incompatible with social marketing. D) practices can be unethical without being illegal.

D

The first-year university student who brings personal items from home, such as his sound system, and puts his favourite posters on his dorm walls, is: A) making a bid for attention from others. B) making sure that he becomes "a new person." C) trying to break away from his parents' domination. D) protecting his identity in a strange environment.

D

The process that marketers follow to develop distinctive images or clearly defined "brand personalities" to distinguish them from competitors is known as: A) segmentation. B) marketing mix. C) product icons. D) positioning.

D

The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires is called: A) market segmentation. B) relationship marketing. C) market research. D) consumer behaviour.

D

The term shrinkage is an industry term for: A) the fragmentation of consumer needs caused by the Internet. B) reductions in waste resulting from product usage. C) a North American consumer trend associated with paying less for products. D) inventory and cash losses due to shoplifting and employee theft.

D

Timothy ate just before his 11:00 a.m. class, but now he's beginning to feel hunger pangs. He goes off to buy something to eat. Which need is being fulfilled? A) self-actualization B) psychogenic C) hedonic D) utilitarian

D

Tony Roma's restaurant sends regular customers a coupon for a free meal on their birthdays. This is an example of: A) a company seeking to attract lost clients back to base. B) a social networking process. C) a loss-leading promotion campaign. D) relationship marketing.

D

Upon entering the lobby, guests at Omni Hotels are greeted with the scent of lemongrass and green tea and view elaborate floral displays. In their rooms they will find eucalyptus bath salts and Sensation Bars—mini-bars stocked with items such as mojito-flavoured jelly beans and miniature Zen gardens. This is an example of: A) experiential purchasing. B) relationship marketing. C) product positioning. D) sensory marketing.

D

What do we call the learning that occurs when a stimulus eliciting a response is paired with another stimulus that initially does not elicit a response on its own but, over time, also causes a similar response because of its association with the first stimulus? A) operant conditioning B) learned pairing phenomenon C) instrumental conditioning D) classical conditioning

D

Dogs can hear sounds of far higher frequency than humans can. The differential threshold refers to the difference between what two organisms, such as a person and a dog, can detect through the same sensory channel.

False

Evaluations are temporary positive or negative affective states that are accompanied by moderate levels of arousal.

False

Gambling is an example of a "consumption addiction" because the person never experiences any regret or guilt afterwards.

False

In the perceptual process, smells are classified as a sensory receptor.

False

JND is another name for Weber's law.

False

Keith went into a store to return a shirt. The owner of the store replied that she needed Keith's address and phone number to refund his money. After providing his information, Keith asked why the information was needed, but the owner of the store would not tell him. The owner's actions are in direct violation of the Competition Act.

False

Many firms choose to protect or enhance the natural environment as they go about their business activities. This is called "corporate giving."

False

Masked branding usually involves representing a brand in a similar way to a competitor's brand.

False

Maslow's hierarchy of needs has flexibility in that higher levels can be attained before lower levels.

False

Mood congruency refers to the fact that recall is enhanced when one's mood at recall is congruent with the mood that was present at the time of encoding.

False

Most stimuli in the environment are noticed and registered by consumers.

False

Negative reinforcement occurs when a response is followed by unpleasant events, thereby decreasing the likelihood that a behaviour will be repeated.

False

Now that cable and network stations carry more than 6000 television commercials during a week, consumers may feel overwhelmed by the competition for their attention. Their feeling is called attention dysfunction.

False

Online shopping does not create opportunities for small, specialized businesses.

False

People who play slot machines play and play and play; this behaviour is difficult to extinguish. They never know when they are going to "hit." This reinforcement schedule is called "variable-interval reinforcement."

False

People with low self-esteem take more risks than others. Since they don't expect to succeed, they feel they don't have much to lose.

False

Regardless of one's nationality, there is no difference in consumers' reactions to colour.

False

Society teaches expectations about the appropriate behaviour for men and women. For example, communal goals such as affiliation are typically taught to men to facilitate their success in team sports.

False

Symbolic interactionism stresses that people are influenced by the interpretations of meaning shared by others in a symbolic environment.

False

Techniques such as storytelling are examples of quantitative research.

False

The anticipation of achieving desirable outcomes "drives" us and is the major tenet of drive theory.

False

The colour of mourning is consistently black across all cultures.

False

The key issue about market segmentation is that consumers within a segment have to be psychographically the same.

False

The majority of people do eventually move on to the top level of self-actualization needs.

False

The particular colour combination that companies use for their packaging and other marketing communications is referred to as their colour code.

False

The self-concept refers to all of the products that make up the individual's sense of self.

False

The tendency for us to behave in a way that coincides with our perception of what others expect of us is called self-image congruency.

False

The tendency of a store's private brand to get high sales due to its similarity to the national brand it is imitating is known as stimulus assimilation.

False

The theory of cognitive dissonance is based upon the premise that individuals crave variety in their actions and their values.

False

The valence of a goal is only negative when a person experiences an approach-avoidance conflict.

False

Those people who strongly value personal accomplishment are said to have a need for power.

False

To target consumers with high self-esteem, a food manufacturer should consider releasing portion-controlled snack items since people with high self-esteem feel they are in control over what they eat.

False

Unlike those with physical addictions, consumption addicts really do have control over their behaviour; the comparison is strictly metaphorical.

False

When Gail investigates sex, age, and income characteristics of her friends, she is studying psychographics.

False

When consumers no longer pay attention to an ad that has become too familiar, the condition is called perceptual apathy.

False

When the researcher uses data collected by another entity to answer a new research question, this is called primary research.

False

When we respond to internal events, behavioural learning has occurred.

False

"Shopaholics" turn to shopping in much the same way as addicted people turn to drugs or alcohol.

True

A person's conception of an "ideal self" is molded in part by seeing people in ads who seem successful or attractive.

True

A survey is a method of data collection in which the respondents self-report answers to a set of questions posed by the researcher.

True

Affiliation needs can be satisfied at athletic venues such as hockey arenas.

True

Age, gender, ethnicity, income, geography, and purchase frequency are all potential segmentation variables.

True

Al was considered a low self-monitor, so when he purchased running shoes he was not concerned with the impressions they made on others.

True

Anne is reading a newspaper during her five o'clock class. Although she would not normally notice an ad about a fast-food restaurant, she pays attention to this one because she is hungry. This tendency for consumers to be more aware of stimuli that relate to their current or immediate needs is known as perceptual vigilance.

True

Attention is the degree to which consumers focus on the stimuli that are within the range of their exposure.

True

Biogenic needs are most associated with drive theories, while psychogenic needs are most associated with expectancy theories.

True

Business ethics essentially are rules of conduct that guide actions in the marketplace.

True

Canada is one of the "cleanest" countries in the world when it comes to issues like bribery or giving "gifts" in exchange for getting business from suppliers.

True

Children who are exposed to new methods of aggression in television shows (e.g., by cartoon heroes) may try to use these behaviours themselves at a later time. This form of learning is termed "modelling."

True

Consumers may seek products that emphasize objective tangible attributes to satisfy certain utilitarian needs.

True

Contemporary research assumes that the mind processes, stores, and recalls some data in ways similar to a computer.

True

Cross-cultural research indicates a consistent preference for blue as consumers' favourite colour.

True

Embarrassment is a social emotion driven by a concern for what others are thinking about us.

True

Emotions tend to be more intense than moods and are often related to a specific triggering event.

True

Extinction occurs when a CS is no longer matched with a UCS. This implies that extinction results from learning and not from memory loss.

True

Focus groups usually involve small group sessions with approximately 6 to 12 consumer participants.

True

For subliminal perception to occur, the stimulus must be presented below the level of the consumer's awareness.

True

Graffiti disparaging Nike on the Toronto subway is one form of anticonsumption.

True

Involvement can be viewed as the consumer's motivation to pay attention to and process information about products.

True

Jerome is a true fan of the Calgary Stampeders. This attachment helps to define his extended self.

True

Learning is a relatively permanent change in behaviour that is caused by experience.

True

Licensing is one form of stimulus generalization applied to marketing strategy.

True

Lois was not pleased when she realized that the box of candies did not contain as many candies as it used to. When she compared the package to the previous package she had bought, the changes were hardly discernible. This is an example of the use of Weber's law.

True

Marketers contribute to a world overflowing with sensations.

True

Maslow's hierarchy of needs approach implies that the order of development of motives is fixed-that a certain level must be attained before the next higher level is activated.

True

Matthew served a new wine cooler to guests who complimented his choice. Matthew will be likely to buy that brand again because he now knows that guests will praise his choice. His learning is an example of operant conditioning.

True

Mia used yellow, green, and orange for her web page. This was likely because she knew these hues captured attention.

True

One drawback of surveys, focus groups, and interviews is that they all involve the consumers themselves reporting on their attitudes, behaviours, or experiences.

True

Rather than try to reach everybody, a marketer today usually targets his product to specific consumers, even if he makes other people deliberately avoid it as a result.

True

Research indicates that it is possible for learning to occur by observation and when we are not trying.

True

Self-consciousness with consumers may vary from situation to situation.

True

Social class is not considered a demographic variable because it is not a directly observable aspect of the population.

True

Some colour combinations come to be associated so strongly with the corporation they become known as the company's trade dress.

True

The Jones and Smiths were born in the 1960s, so they tend to share a common set of cultural experiences that they carry throughout life.

True

The ability of some people to delay a need gratification—or even increase a drive—is unexplained by drive theory.

True

The absolute threshold refers to the minimum amount of stimulation that can be detected on a sensory channel, e.g., the auditory sensory channel.

True

The expanded view of consumer behavior recognizes that the consumption process includes issues that influence consumers before, during, and after a purchase is made.

True

The name Pepsi-Cola can communicate expectations about product attributes by activating a schema.

True

The principle of similarity means that consumers tend to group together objects that share physical characteristics; as an example, Coca-Cola, Sprite, and Dad's Old-Fashioned Root Beer are all "carbonated soft drinks."

True

The sound emitted by a dog whistle is too high to be detected by human ears. This is an illustration of a stimulation that is beyond our absolute threshold.

True

There is evidence to indicate that differences exist between genders in regards to the sense of smell.

True

There is evidence to indicate that our pets become a part of our extended selves.

True

Using products as a "social crutch" is explained by the symbolic self-completion theory.

True

While one may evaluate one's self positively overall, certain parts or "sides" of the self may be evaluated more positively than others.

True

Yuri purchased a bike to cycle to work. He was satisfying his utilitarian needs.

True

Brian is a product manager for a product sold to mature customers. His research has consistently told him that his customers do not want to think of themselves as old. According to self-image congruence models, which of the following would be the best slogan for his product? A) "Isn't it Time to Act Your Age?" B) "This is Not Your Children's Product" C) "Enjoy Life to its Fullest" D) "Better for What Ails You"

C

Cachet perfume has used the advertising copy theme of "as individual as you are," which appeals to a consumer's need to assert one's individual identity, a need termed: A) the need for self-actualization. B) the need for advancement. C) the need for uniqueness. D) the need for leadership.

C

Cognitive learning theory stresses the importance of mental processes and the role of: A) interference. B) decay. C) creativity. D) IQ.

C

Marketers attempting to condition a particular association must ensure that the consumers they have targeted will be exposed to the stimulus a sufficient number of times without reaching: A) backward conditioning. B) stimulus discrimination. C) advertising wearout. D) masked branding.

C

Marketers rely heavily on visual elements in: A) branding, packaging, and advertising. B) colour, shape, and size. C) advertising, store design, and packaging. D) features, packaging, and branding.

C

Mary does not like to buy things online. Which of the following is a good explanation for this? A) Mary has a poor differential threshold. B) Mary has a weak absolute threshold. C) Mary has a high need for touch. D) Mary has a utilitarian view of the world.

C

Maslow's theory basically states: A) people can jump levels in the hierarchy to reach the highest level. B) satisfaction motivates behaviour. C) dissatisfaction motivates behaviour. D) lower-level needs, once satisfied, remain satisfied.

C

Memory based upon the symbolic associations that consumers make between ideas and product use (e.g., that virile men drive sports cars) is typically a function of: A) physiological memory. B) external memory. C) semantic meaning. D) episodic memory.

C

Mrs. Almarez is a middle-aged, high-income, stay-at-home mother. Recently she was caught shoplifting items she did not need. She likely shoplifts because: A) her friends do it. B) she does not believe it is morally wrong. C) she gets a thrill from doing it. D) she needs the stolen goods.

C

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 behaviour. This is an example of: A) motivated learning. B) retrieval learning. C) modelling. D) automatic conditioning.

C

One effect of the sense of smell is that: A) pleasant scents lead consumers to be more forgetful. B) women evaluate men who are wearing scented deodorant more negatively. C) the scent of honey increased sales in a men's clothing store. D) there are no cross-cultural differences in consumer reactions to scents.

C

One way marketers can trigger nostalgia in an individual is by: A) increasing brand equity. B) having the marketer's product present in their evoked set. C) introducing a retro brand. D) creating a new fashionable trend.

C

________ involve(s) gathering data through a one-on-one interaction between an interviewer and a respondent. A) Survey research B) Focus group research C) Interviews D) Observational research

C

________ involves using communications that are unexpected and unconventional in ways that target consumers in unexpected places. A) Sensory marketing B) Stealth marketing C) Guerilla marketing D) Viral marketing

C

________ is the science that focuses on how the physical environment is integrated into the consumer's subjective experience. A) Absolute theory B) Differential theory C) Psychophysics D) Psychotherapeutics

C

________ memories are memories for events that are personally relevant. A) Semantic B) Sensory C) Episodic D) Narrative

C

"Sensory inputs" is another term for: A) the perceptual process. B) psychological factors. C) jingles. D) external stimuli.

D

A Samsung commercial shows people lining up for the new upcoming iPhone. Other people with the Samsung phone come up to the line and show them features that Samsung has that the rival phone does not. What emotion is this commercial attempting to convey? A) anger B) embarrassment C) happiness D) envy

D

A group of products recalled by consumers as sharing some attribute or quality are called: A) a recognition product set. B) a previously purchased set. C) a stimulated set. D) an evoked set.

D

For the second time that day, Karla heard a radio ad announcing 40% off all spring jackets at a downtown Halifax ladies' clothing store. She decided to go and check out the sale as a result of the ads. We would conclude that ________ has occurred. A) vicarious learning B) coordinated repetition C) brand loyalty D) learning

D

Fragrance cues are processed in the part of the brain called the: A) frontal lobe. B) brain stem. C) hypothalamus. D) limbic system.

D

Global terms like kuroi kiri, la mordida, bustarella, and baksheesh refer to: A) competition. B) segmentation. C) theft. D) bribery.

D

If a female consumer sees an ad about a woman who can no longer fit in her old bathing suit, the consumer might think about her own situation and make a personal pledge to lose some weight before summer arrives. This would be an example of marketing communications that attempt to influence a consumer's level of: A) doubt and regret. B) dedication and control. C) strength and conviction. D) self-esteem

D

If you listed your collection of NHL rookie cards on eBay, you would be engaging in which type of commerce? A) transactional B) psychographic C) B2C D) C2C

D

In Pavlov's famous physiological experiments with dogs, he paired a bell with presentation of food. Over a period of time, dogs were observed to start drooling (salivating) when they heard the bell only. What was the conditioned stimulus? A) skeletal nervous system B) salivation C) meat powder D) bell

D

In memory, energy spreads across nodes of varying levels of abstraction. This process is called: A) cognitive transfer. B) need-cue memory recall. C) node transfer. D) spreading activation.

D

Research on goal attainment has found that consumers who felt they were closer to attaining their weight-loss goal were: A) under cognitive load. B) more motivated to achieve their goal. C) more likely to achieve other unrelated goals too. D) subsequently more likely to choose a chocolate bar over an apple.

D

A blue chair has the ability to stimulate which feeling? A) trust B) hunger C) envy D) arousal

A

A commercial for Childrens' Christian Fund shows a series of images of thin and malnourished children from Africa. What emotion is this ad trying to induce on the part of the audience? A) guilt B) happiness C) embarrassment D) anger

A

A goal has ________, which means it can be positive or negative. A) valence B) utility C) ranking D) voltage

A

A researcher is studying the effect of including a bonus product on people's tendency to purchase personal-care items (e.g., shampoo, deodorant, etc.). The researcher randomly assigns male and female consumers to be asked to buy the product with the bonus or to be asked to buy the product without the bonus. The researcher then calculates the proportion of people in each condition that purchase the product. The dependent variable in this study is: A) the proportion of people that purchase the product. B) personal care items. C) gender. D) the presence or absence of a bonus.

A

A statement such as "I would probably make a good actor" would most likely come from a person who is: A) high in self-monitoring abilities. B) dishonest and untruthful. C) never to be trusted. D) low in self-esteem.

A

Activation models of memory consider that knowledge is coded at varying levels of complexity. The lowest level of complexity, stored in nodes, is called: A) meaning concepts. B) propositions. C) schemas. D) scripts.

A

Amber likes to think of herself as being a smart shopper, but she admits that she cannot compare to her mother whom she calls a "champion shopper." Amber has separated her ________ self from her ________ self. A) ideal; actual B) social; actual C) actual; looking-glass D) inner; outer

A

A physiological and/or psychological dependency on products or services is called consumer: A) gratification. B) conditioning. C) addiction. D) obsession.

C

At times Pepsi and Coke have been accused of causing psychological dependence due to the levels of caffeine in their colas. This dependence is known as: A) psychological marketing. B) consumer addiction. C) social marketing. D) brand loyalty.

B

Billy has not eaten all morning and he impulsively eats a Mars bar, which normally he would avoid eating. Which theory would best explain his behaviour? A) protection motivation theory B) drive theory C) incentive theory D) self-affirmation theory

B

Certain clubs have limited membership and long waiting lists, and convey status. Membership in such clubs can satisfy which needs? A) self-actualization B) ego C) belongingness D) safety

B

Combining small pieces of information into larger ones to help in processing is called: A) collapsing. B) chunking. C) elaborative rehearsing. D) retrieving evoked set.

B

Consumers are more likely to recognize brand names that: A) end with a hard consonant. B) begin with a hard consonant. C) are melodic. D) sound like their name.

B

Deliteful Donuts mentions its main competitor in its ads. This can result in: A) recognition and recall. B) poorer recall for its own brand. C) improving the recall of the other brand. D) the von Restorff effect.

B

"Working memory" is another name for: A) episodic memory. B) short-term memory. C) sensory memory. D) elaborative rehearsal.

B

A Coca-Cola ad uses a cute polar bear and Christmas music to advertise its products during the winter holiday season. What type of emotion is this commercial trying to convey? A) guilt B) happiness C) sadness D) embarrassment

B

A billboard is positioned correctly beside a busy highway. However, the merchant who purchased the billboard is complaining 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 100+ km/h 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 differential threshold B) the absolute threshold C) the intensity threshold D) the relative threshold

B

A consumer learns not to perform responses that lead to: A) negative reinforcement. B) punishment. C) extinction. D) wearout.

B

A fast-food chain describes its core customer as a single male under 30 years of age with a working-class job, who reads little, likes loud music, and hangs out with friends. This is an example of: A) subculture. B) marketing segmentation. C) demographics. D) a typical male Canadian consumer of burgers.

B

A technique called ________ scours the social media universe to collect and analyze the words people use when they describe a specific product or company. A) data scouring B) sentiment analysis C) mood monitoring D) valenced reporting

B

According to the definition of learning, how could a researcher ever show that learning had taken place in a subject? A) only by asking the subject if he or she had learned something B) by measuring a behavioural change that could directly be tied to a previous experience C) by measuring the brainwave pattern of the subject D) through the process of elimination-by showing that the person had not learned through classical or instrumental conditioning

B

According to the textbook, smart marketers use ________ to create a competitive advantage. A) advertising B) our sensory systems C) expensive promotions D) added features

B

An Allstate Insurance ad that says, "You're in good hands with Allstate" appeals to which level in Maslow's hierarchy? A) ego needs B) safety needs C) self-actualization needs D) belongingness needs

B

An ad for a credit card shows a man and a woman going out on a date. While on the date, the man uses a rival credit card to pay the bill and his card is not accepted at that restaurant. The woman ends up paying for the bill with the "acceptable" credit card, while the man is awkwardly smiling. What type of emotion is this commercial conveying? A) anger B) embarrassment C) happiness D) guilt

B

Antonio owns a small menswear store located in downtown Winnipeg. He decides to have a "$10 Off Sale" on every item in his store. When he totals his sales results for the week, he finds that there was the greatest response to items under $50, and the least response to items over $50. This is a demonstration of: A) Porter's diamond. B) Weber's law. C) Maslow's hierarchy. D) Pavlovian conditioning.

B

At night, Aaron likes to walk around the city spray painting a black circle over company logos on billboards and bus-stop advertisements. Aaron's behaviour is an example of: A) addictive consumption. B) anticonsumption. C) anticommunication. D) shrinkage.

B

In studying consumers like Gail, a college student, marketers often find it useful to learn their interests in music or clothing, how they spend their leisure time, and even their attitudes about social issues, to be able to categorize consumers according to their lifestyles. This sort of information is called: A) core values. B) psychographics. C) configurations. D) physiognomies.

B

In terms of SMART goal setting, "S" stands for: A) simple. B) specific. C) satisfy. D) successive.

B

In terms of the extended self, the level where homes may be included would be: A) aspirational. B) family. C) occupational. D) group.

B

In the information-processing approach to memory, ________ refers to how the mind accesses information. A) storage B) retrieval C) encoding D) decoding

B

In the information-processing approach to memory, one could think of the result of the storage stage as being similar to a: A) wheel. B) warehouse. C) boomerang. D) kaleidoscope.

B

In which relationship type do users see the product as a part of their daily routine? A) self-concept attachment B) interdependence C) nostalgic attachment D) love

B

It has been suggested that ________ can influence moods and consumer cognitions. A) mood lighting B) ambient scent C) subliminal advertising D) package size

B

Jackson, the marketing manager for a large food manufacturing plant, recently met with his boss because he was concerned that his company was violating the Food and Drugs Act of 1953 and the Competition Act of 1986. Based on this information, what was the problem that Jackson was concerned about? A) The company had not taken any quality-control measures when producing its products. B) The company was advertising one of its unhealthy products as being healthy. C) The company would not reveal what information it was collecting from its customers. D) Its products were unsafe to consume and could cause harm to people.

B

James has a positive attitude toward himself. It could be said that he has a high: A) behavioural anchor referent. B) self-esteem. C) ideal self. D) self-monitoring system.

B

Jane told her friend Javier that she was frustrated because her manager at work did not seem to appreciate the extra effort that she was putting in. Javier suggested that Jane speak with her manager and show her the work she was doing. Later, Jane wondered why men just "don't get it." All she really wanted from Javier was some sympathy. One of the problems that Jane and Javier are experiencing is that women have a tendency to value ________ goals, while men tend to value ________ goals. A) extended self; looking-glass B) communal; agentic C) social class; self congruence D) androgyny; hierarchical

B

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 hadn't realized 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 situation illustrates what important aspect of perception? A) A person's ability to detect a difference between two stimuli is absolute. B) A person's ability to detect a difference between two stimuli is relative. C) Men's perceptual filters are underdeveloped compared to those of women. D) Adaptation is a common problem among younger people.

B

Jill has been buying most of her clothes from a store that perpetually advertises 30% off. She has come to expect it, and no longer pays attention to the discount. This is an example of: A) accessibility. B) adaptation. C) attrition. D) autoresponse.

B

Katrina had a difficult choice to make. The Honda Civic and Mazda 3 cars were almost identical in terms of features and styling, but the Mazda 3 was priced $400 less. She decided to buy the Mazda, but the next day read a Consumer Reports article that said the Mazda resale value would be $800 less than the Honda after 3 years. In terms of conflict, what was Katrina most likely facing? A) approach-avoidance B) cognitive dissonance C) caveat emptor D) avoidance-avoidance

B

Lane was required to do a research project for a marketing class. He selected 100 people and put them into two groups at random. Everyone in both groups tasted a candy made in Turkey. The candy was not as sweet as the subjects expected. The first group then saw an ad that emphasized how sweet the candy was compared to other candy from Turkey. The second group did not see the ad. According to the postexperience advertising effect, what difference between the two groups should Lane expect? A) Both groups will report the candy as being not sweet. B) The first group will state that the candy is sweeter than will the second group. C) The second group will state that the candy is sweeter than will the first group. D) The postexperience advertising effect would give Lane no information to form an expectation.

B

When Jennifer goes to the mechanic to get her car fixed she feels anxious and apprehensive that she will confirm the stereotype that women don't understand car engines. This demonstrates: A) uncertainty avoidance. B) stereotype threat. C) confirmation anxiety. D) self-concept threat.

B

When Lululemon monitors consumers' emotional reactions to its products on Twitter, it is engaging in: A) data scouring. B) a sentiment analysis. C) mood monitoring. D) valence reporting.

B

When Toyota developed the Prius, it focused on offering customers all of the positive benefits of their current models such as reliability and a good price, but it also was able to reduce consumer concerns about a car's negative impact on the environment. In other words, the marketing managers were able to resolve a/an ________ conflict. A) approach-approach B) approach-avoidance C) avoidance-avoidance D) hedonic-utilitarian

B

When marketers update their package designs or logos, they do it in small increments of change so the change will not affect consumers' familiarity with the product. This is the principle behind: A) JIT. B) JND. C) PERT. D) 4 Ps.

B

When shopping, Denise chooses clothing and other products that will allow her to present herself in a positive light to others. Denise is a person that engages in the practice of: A) grandstanding. B) impression management. C) reactance avoidance. D) instrumental conditioning.

B

Which of the following is NOT a marketing strategy based upon stimulus generalization? A) look-alike packaging B) masked branding C) product line extensions D) family branding

B

________ involve(s) gathering data from small group sessions with approximately six to twelve consumer participants. A) Survey research B) Focus group research C) Interviews D) Observational research

B

________ is a mental state of well-being characterized by positive emotions. A) Guilt B) Happiness C) Embarrassment D) Anger

B

________ is the process of acquiring information and storing it over time so that it will be available when needed. A) Learning B) Memory C) Perception D) Motivation

B

________ learning occurs as a result of reward or punishment received ________ the desired behaviour. A) Instrumental; preceding B) Instrumental; following C) Associative; preceding D) Associative; following

B

________ refers to the anxiety individuals feel when they fear they might behave in a way that confirms a group stereotype. A) Uncertainty avoidance B) Stereotype threat C) Confirmation anxiety D) Self-concept threat

B

A Haligonian, whose name is Duke, sees the famous Town Clock as part of his extended self. This is his ________ level of extended self. A) individual B) community C) group D) national

C

A Telus ad depicts a bright image of a parrot on a stark white background. This is an example of which principle? A) foreground-background B) onstage-offstage C) figure-ground D) dominant-recessive

C

A catalogue features products that appeal to men who are strongly sex-typed. Which of the following styles of promotion would be most effective for the products in this catalogue? A) ads that utilize stylish, sophisticated, and up-to-date examples B) ads that show sensitive, spiritual, and introspective models C) ads that show strength D) ads that require elaborate processing of message content

C

A coffee chain could not understand why its new commercial was not successful at improving sales. The commercial, which showed its latte followed by a jingle, had aired for a month on popular television stations. This commercial was not successful because: A) television advertising is not an effective medium for promoting coffee. B) jingles are not effective at creating conditioned responses to brands. C) the commercial should have played the jingle before showing the latte. D) because the television commercial was shown for a month, any product associations between the jingle and the latte became extinct.

C

Current consumer research is likely to include attention to the "dark side" of consumer behaviour. This growing emphasis refers to the fact that: A) it is difficult to measure the contribution of the "art" of consumer behaviour research to the corporate bottom line. B) many consumer behaviour findings are being stolen by competitors via computers. C) not all consumer behaviour or marketing activity is necessarily beneficial to society. D) understanding consumption for its own sake should be the focus of research rather than for the sake of making money.

C

Daily we are bombarded by a symphony of colours, sounds, and odours. The immediate response of our receptors to such basic stimuli is called: A) stream of consciousness. B) subjectivity. C) sensation. D) perception.

C

Derek has seen a commercial for a phone company so many times that he no longer pays attention to it. Derek is experiencing: A) sleeping effect. B) advertising burnout. C) advertising wearout. D) stimulus discrimination.

C

Erica drives by a compelling billboard while driving on the 401 highway in Ontario. As she goes by, she finds that the print is too small to read. This demonstrates the principle of: A) differentiated advertising. B) sensory adaptation. C) absolute threshold. D) visual orientation.

C

Gail decides to take a break from studying and goes online to check things out. She connects with one of the product discussion groups that she participates in. This is an example of a/an: A) lifestyle discussion. B) brand competition. C) consumption community. D) marketplace competition.

C

Grace Norris is a 50-year-old housewife who recently selected Chrysler's PT Cruiser as her new car. To some extent, she selected the car because it is practical and has ample storage space for groceries and other items she gets on her many shopping trips. On the other hand, she also confesses that she selected the car because of its "bad boy" image. "It looks like a gangster car from the 1930s," said Grace. "It says 'don't mess with me,'" she tells her friends. Grace is exhibiting ________ in her selection of a car. A) gestaltism B) symbolic consumerism C) symbolic interactionism D) compensation of weaknesses

C

If Maple Leaf Foods of Toronto were to donate a certain percentage of its annual profits to adult literacy, they would be engaged in: A) lifestyle segmentation. B) irresponsible practices. C) corporate giving. D) database marketing.

C

If we achieve a "flow state" in regards to our company website, the visitor: A) wants to buy immediately. B) wants to exit immediately. C) loses all track of time. D) does not feel in control.

C

In a study of a beer advertisement, two executions were prepared, one in masculine terms and the other in feminine terms. What kind of people preferred this execution of the ad: "Brewed with tender care, X Beer is a full-bodied beer that goes down smooth and gentle." A) those whose self-ratings were highly masculine B) men C) those whose self-ratings were highly feminine D) women

C

In an example of ________, Volkswagen set up a series of outdoor marketing experiences where they put the "Fun Theory" to the test. This is basically the notion that if you make it fun, people will do it. In one example, VW installed musical keyboard bars as stairs in a subway station. This is an example of: A) sensory marketing. B) stealth marketing. C) guerilla marketing. D) viral marketing.

C

In analogical learning, the existing product is called the ________ and the new product is called the ________. A) node; link B) link; target C) base; target D) target; link

C

In terms of SMART goal setting, "M" stands for: A) matter. B) monitored. C) measurable. D) managed.

C

Jasmine bought a new Linda Lundstrom coat for both style and warmth. Based on this information, which of the following statements is correct? A) By purchasing the coat, Jasmine was only satisfying her utilitarian needs. B) By purchasing the coat, Jasmine was only satisfying her hedonic needs. C) By purchasing the coat, Jasmine was satisfying her utilitarian and hedonic needs. D) By purchasing the coat, Jasmine was not satisfying any needs because people cannot satisfy needs, only wants.

C

Jenine is a copywriter at a medium-sized ad agency, and she is eager to show off her superior skills and up-to-date knowledge of the best ways to reach her target market. She is working with Mark on a new account with a line of skin-care products. The line will carry the same brand name for both men's and women's products. The project team members do not agree on how to position the product. Mark argues that using the same brand name on both men's and women's products is a mistake. Men will think that products for moisturizing their skin will be thought of as "sissy" products, or too feminine; "real men" won't use them. Mark is saying that skin-care products are: A) gender-oriented. B) ego-dominated. C) sex-typed. D) gender-bending.

C

Recently marketers have come to realize the value of relationship marketing. In marketing terms, "relationship marketing" means: A) developing friendships with foreign governments so that American products can be sold in their countries at a fair price. B) instituting practices that show companies' awareness of their responsibilities to the environment and society. C) building bonds between brands and customers that will last over time. D) using new electronic capabilities to ensure that all channel members work smoothly together, for example, in seeing that products get to retailers before retailers' inventories run out.

C

Research examining consumer goal attainment shows that: A) all goals are conscious. B) the Apple brand can activate hedonic goals. C) the mere presence of a healthy option on a menu can vicariously fulfill nutrition-related goals. D) goals that don't set a time frame are usually more effective.

C

Research has shown that Mexican firms are less likely to have formal codes of ethics and more likely to bribe public officials than are American or Canadian companies. This demonstrates that: A) business practices can be unethical without being illegal. B) social marketing is not important in Mexico. C) cultural values and beliefs are important for determining what is considered ethical. D) American and Canadian companies are more respectful than Mexican companies.

C

Research on happiness suggests that: A) material goods are the secret to happiness. B) people report decreased levels of happiness when they spend money on others, as opposed to on themselves. C) encouraging people to think about time (as opposed to money) motivates them to spend more time with family and friends. D) encouraging people to think about money (as opposed to time) induces people to socialize less more.

C

Satisfaction of ________ needs is often subjective and experiential in nature; the satisfaction may be motivated by fantasy and imagination. A) utilitarian B) totalitarian C) hedonic D) subjective

C

Scanner technology and clickstream data gathering are two methods of: A) conducting qualitative research. B) conducting experimental research. C) conducting observational research. D) tracking data on digital networking behaviour.

C

Seagull Pewter of Nova Scotia has "rented" the Disney brand name in the past and produced Disney characters to be sold in their product line. This action is known as: A) product association. B) product knock-offs. C) licensing. D) allowable franchising.

C

Shoppers Drug Mart periodically videotapes consumers and how they interact with new point-of-purchase displays in the cosmetics department. This is an example of: A) conducting qualitative research. B) conducting experimental research. C) conducting observational research. D) tracking data on digital networking behaviour.

C

Simple stimuli tend to be habituated to because they do not require attention to detail. This statement pertains to which factor that can lead to adaptation? A) intensity B) duration C) discrimination D) exposure

C

Social critics have maintained that marketing leads people to buy products they do not want and do not need. However, the failure rate of new products that are heavily marketed is reportedly as high as 80 percent. How can these two seemingly opposite views of marketing be reconciled? A) The social critics are simply wrong. People are not influenced by marketing. B) Consumers are highly influenced by marketing, but some products simply fail anyway. C) Marketing does have an influence on consumers, but marketers simply do not know enough about people to manipulate them any way marketers please. D) Products that fail are generally products that will satisfy a want, but not a need.

C

Some learning theorists maintain that forgetting takes place only through interference, but that decay strengthens the ability of one piece of information to interfere with another. If this is true, which of the following would you expect to find? A) Retroactive and proactive interference would be equally strong as agents of forgetting. B) Learning a new phone number would be more likely to cause you to forget your last phone number, but not the phone number you had before that one. C) Retroactive interference would be stronger for an old memory than would proactive interference. D) A new brand name is more likely to be forgotten if it is matched with names of brands learned a month ago than if it is matched with brand names learned yesterday.

C

The Japanese are tuned to using sensory mechanisms and stimulations in the construction of their cars. The Japanese usage of what they call Kansei engineering is associated with which of the following sensory elements? A) smell B) sight C) touch D) sound

C

The collection and analysis of extremely large data sets: A) result in delays in the development of marketing strategies. B) do not aid with relationship marketing. C) are called big data. D) have declined in recent years.

C

The economics-of-information perspective says consumers are willing to pay for advertising because: A) it is cheaper than paying for sales promotion. B) it offers entertainment value. C) the information provided reduces search time. D) it reduces consumerism.

C

The female manager chose dark tailored suits over soft feminine outfits. This suggested she had a: A) high need for affiliation. B) high need for power. C) high need for achievement. D) high need for success.

C

The growing number of smart, connected, and interactive products available to consumers today is also known as: A) U-commerce. B) tech toys. C) the internet of things. D) culture of participation.

C

The main difference between instrumental and classical conditioning is: A) under classical conditioning, people learn deliberately, while under instrumental conditioning, people learn involuntarily. B) under classical conditioning, people learn by watching the actions of others, while under instrumental conditioning, people learn involuntarily. C) under classical conditioning, people learn involuntarily, while under instrumental conditioning, people learn by associating behaviours with rewards and punishments. D) based on the degree to which people are exposed to a stimulus.

C

The multi-player online game "League of Legends" is a good example of: A) consumer-generated content. B) the dark side of consumerism. C) a virtual brand community. D) anti-consumption.

C

The proliferation of Internet usage has changed how consumers learn and retain information. Research shows that: A) visual learning has increased. B) people remember more facts but less overall information. C) people remember few facts and less information. D) people have become more efficient and effective learners.

C

The relationship in which one part of a stimulus configuration dominates a situation, such as a visual field, while other aspects recede into the background, is called the ________ principle. A) foreground-background B) onstage-offstage C) figure-ground D) dominant-recessive

C

The two basic measures of advertising impact used in the industry are: A) power and persuasiveness. B) readership and remembrance. C) recognition and recall. D) reliability and recall.

C

The type of information processing that will occur depends upon the consumers' level of involvement. Which type of information processing are consumers using when they make extensive comparisons of product claims with their existing knowledge, weighing the alternatives? A) simple processing B) casual processing C) elaboration D) intersubjectivism

C

Today each of us can communicate information across huge numbers of people. This is called: A) B2B commerce. B) vertical flow. C) horizontal flow. D) B2C commerce.

C

When Coach became worried about negative associations of Nicole "Snookie" Polizzi using their products, they sent her their competition's products to use instead. Coach was trying to: A) promote a brand extension. B) encourage observational learning. C) weaken the associative learning that may have occurred. D) encourage cognitive transfer between the two brands.

C

When Hilary bought a pair of shoes for work, she went through a different process than when she bought shoes for her sister's wedding. This is an example of: A) product involvement. B) message-response involvement. C) purchase situation involvement. D) simulated involvement.

C

When data is collected by the researcher specifically for the research question at hand, this is called: A) exploratory research. B) quantitative research. C) primary research. D) secondary research.

C

Which of the following is NOT an example of a demographic variable? A) age B) geography C) lifestyle D) ethnicity

C

Which of the following is NOT one of the levels of Maslow's hierarchy of needs? A) safety B) self-actualization C) materialism D) self-esteem

C

Which of the following is a "person" factor for creating involvement with an advertisement? A) content of communication B) use C) needs D) occasion

C

Which theory explains the view that one's behaviour is largely pulled by positive incentives? A) self-interest theory B) attribution theory C) expectancy theory D) involvement theory

C

Why do companies use the masked branding strategy? A) to create discernible brand extensions B) to confuse customers into buying their product instead of buying their competitor's product C) to deliberately hide a product's true origin D) to facilitate a penetration-pricing strategy

C

With respect to pictorial versus verbal cues, is one picture worth a thousand words? What does available data tell us? A) Verbal and pictorial cues are basically equal. B) Verbal cues are stronger over time. C) Information presented in picture form is more likely to be recognized later. D) Information presented in verbal form is more likely to be recognized later.

C

With respect to the information-processing approach to memory formulation, in the ________ stage, information is entered in a way the system will recognize. A) storage B) retrieval C) encoding D) decoding

C

A researcher is studying the effect of including a bonus product on people's tendency to purchase personal care items (e.g., shampoo, deodorant, etc.). The researcher randomly assigns male and female consumers to be asked to buy the product with the bonus or to be asked to buy the product without the bonus. The researcher then calculates the proportion of people in each condition that purchase the product. The independent variable in this study is: A) the proportion of people that purchase the product. B) personal care items. C) gender. D) the presence or absence of a bonus.

D

A want is: A) determined by its strength. B) instinctive or inborn. C) an ideal comparison point for the consumer's actual purchase decisions. D) the particular way in which a need is satisfied, usually determined by a person's culture and experiences.

D

According to neuromarketing research, our ultimate preferences for a brand such as Coke over Pepsi are not only shaped by the taste of the product, they are also influenced by: A) exposure. B) sensation. C) consumption. D) perception.

D

According to the information-processing perspective, an attentional gate: A) bridges access from the external world to the sensory memory, the first level of attention. B) connects the episodic memory to the "storehouse" of flashbulb memory. C) links sensory memory to long-term memory. D) links sensory memory to short-term memory.

D

Alex is constantly seen in his leather jacket. It is how his friends find him in a crowd. He worked extra hours cutting grass one entire summer as a teen to earn enough for that jacket. Even though it is beat up and out of style, he invested far too much ________ in it to let it go. A) self-completion B) money C) compensatory consumption D) psychic energy

D

Amy can recall her social insurance number quite easily because she groups the numbers into three sets. This illustrates how ________ can facilitate the memory process. A) elaboration B) rehearsal C) salience D) chunking

D

An example of qualitative research is: A) survey research. B) ethnography. C) experimentation. D) role-playing.

D

Anna is uncomfortable with her muscular physique she developed as a competitive swimmer. She is constantly buying ribbons for her hair, flower print dresses, and delicate shoes. Anna is experiencing: A) an extended self. B) cognitive matching. C) a self-esteem crisis. D) compensatory consumption.

D

Another word for learning would be: A) masked behaviour. B) modelling. C) activation. D) conditioning

D

Billy is an avid collector of shoes. He constantly voices his opinion on blogs and product review websites of what features new shoes should have. His behaviour is consistent with the concept of: A) file sharing. B) database marketing. C) interpretivism. D) consumer-generated content.

D

By acting the way we assume others expect us to act, we often wind up making these perceptions really happen, in a form of: A) the social coercion syndrome. B) auto-suggestion. C) social concession. D) self-fulfilling prophecy.

D

Car ads featuring attractive women have been found to be effective because the woman is: A) modelling. B) masking other effects. C) vicarious. D) a trigger feature.

D

Classical conditioning is a form of: A) behaviour manipulation. B) operant learning. C) instinct learning. D) associative learning.

D

DThe TV advertisement promoting the beach resort placed heavy emphasis on soft sounds and dim colours. The result was viewers quickly lost attention. The factor leading to loss of attention was: A) intensity. B) duration. C) discrimination. D) exposure.

D

Doritos has capitalized on ________ by using video created by the market in their memorable Superbowl ads. A) spokescharacters B) social marketing C) green marketing D) consumer-generated content

D

During January, Bill, a marketing director for an alcohol company, ran a successful 6×8-inch advertisement in a magazine that featured a man and a woman having a great time at the beach. In February, he placed the same advertisement in the same magazine, but reduced the size of the ad. Sales of his products declined. What mistake did Bill make? A) He was using novel stimuli in the advertisement, which are eventually ignored after about a month of exposure. B) He should not have tried to advertise alcohol in February, a month where sales are typically low. C) He should not have placed an advertisement two months in a row in the same magazine. D) He forgot that the size of a magazine advertisement is important for commanding attention.

D

Eli isn't happy. He wishes that he didn't have to take the bus to school and that he had a BMW like his friend Jonathan. Eli is experiencing: A) jealousy. B) embarrassment. C) anger. D) envy.

D

Emotions are: A) valenced reactions to events and objects that are not accompanied by high levels of arousal. B) temporary positive or negative affective states that are accompanied by moderate levels of arousal. C) related to a specific triggering event. D) valenced reactions to events and objects that are accompanied by high levels of arousal.

D

Ethnographic research is an example of a type of: A) survey research. B) focus group research. C) experimental research. D) observational research.

D

Firms that are interested in voluntarily protecting or enhancing their positive social and environmental impacts are engaged in: A) relationship marketing. B) transformative consumer research. C) green marketing. D) corporate social responsibility.

D

In some cultures, women and men have languages that are spoken only in the presence of the same gender. Some business analysts maintain that this applies partially within the American workplace. If gender-specific languages did exist, what would be the major difference between them? A) Men would speak more and women would speak less. B) Men would be allowed to use more inflection and emotion in their speech, while women would be more conservative and controlled. C) The goals of the language would differ. Women's language would use more passive methods of attaining power, while men would use more threats. D) Women's language would be more attuned to forming community with other women, while men's language would be more attuned to power and hierarchies.

D

Jessica has decided to purchase a new, long-lasting form of lipstick that has a distinctive look. Many friends compliment her on how good it looks on her. She will probably keep buying this due to: A) hedonistic consumption. B) unconditioned response. C) social justification. D) positive reinforcement.

D

John is the vice president of marketing for a local tour guide company. He is concerned that his customers are not recommending his company to their friends. For John, this problem is a: A) purchase issue. B) demographic problem. C) prepurchase issue. D) postpurchase issue.

D

Juan, a high school student in Montreal, likes McDonald's so much that he had a special pin made for him that says "I like McDonald's better than anyone." He is seen wearing this pin constantly. This is an example of: A) extremism. B) unhealthy attachment. C) physiological needs. D) consumer involvement.

D

Juan, while out cycling in Vancouver one day, found himself humming a jingle for farm tractors that he had heard on the radio. He found this surprising, as he had absolutely no interest in farming or tractors. This acquisition of knowledge is known as: A) vicarious observation. B) psychological stimulation. C) subliminal perception. D) incidental learning.

D

Louise, a part-time waitress, asks her mother what she should wear for her job interviews upon graduating from university. Her mother suggested she dress for the job she wants, not the job she has. This is an example of: A) real self. B) ideal self. C) imbibing idiot bias. D) impression management.

D

Marisa has just sat through three class lectures at school, and now heads to a fourth, due to start in ten minutes. She found that halfway through her third class, she was having a hard time paying attention. This was most probably due to: A) sleep deficits. B) active filtering. C) attention economy. D) sensory overload.

D

Marketers who interact with their customers on a regular basis, and not just at the time of purchase, are most likely engaged in: A) brand loyalty. B) psychographic segmentation. C) market segmentation. D) relationship marketing.

D

Mary Jane is a very conservative businesswoman by day. However, when she decides to "go out on the town" she likes to party and "kick up her heels." This would be an example of the fact that many consumers: A) are not confident with their real selves. B) prefer their ideal self. C) have secret identities. D) have multiple selves.

D

Moving from "you are what you wear" to "you are what you post" shows the emergence of another self; the ________ self. A) virtual B) computer C) fabricated D) digital

D

Neutrogena is a well-known brand of shampoo sold in a distinctively shaped unbreakable bottle. A major New York store sells shampoo in a nearly identical-looking bottle with its own name on it. Consumers who purchase the private label brand assuming it shares the product attributes of Neutrogena are showing the influence of: A) stimulus discrimination. B) extinction. C) unconditioned stimulus. D) stimulus generalization.

D

One of the dimensions of self-concept looks at such elements of factional attractiveness versus mental aptitude. This is reflective of the ________ dimension. A) stability over time B) intensity C) positivity or negativity D) content

D

Rachael decorated her college dorm with her stuffed animals, posters of pop stars, and photos of friends and family. The ________ the objects helped her maintain her self-concept. A) self-completion of B) constellations of C) symbolic interaction of D) attachment to

D

Rameed had an important meeting in New York to negotiate a big order for his company. He chose to wear his black suit because he knew black represented: A) excitement. B) good luck. C) intelligence. D) power.

D

Recent research shows that a car manufacturer, Grey Motors, is perceived as being "old" by young consumers. To overcome this issue they create a new product line, Flash, and in their advertising materials hide all associations with Grey Motors. This is an example of: A) activation. B) brand loyalty. C) brand equity. D) masked branding.

D

Repeated pairings of CS and UCS over time may lead to a certain level of association, but when the pairings are only occasionally presented, the prior linking effects may disappear completely. This is called: A) cue-dependent forgetting. B) decay. C) retro-conditioning. D) extinction.

D

When Allan signs up for a sewing class he feels anxious and apprehensive that he will confirm the stereotype that men are not good at sewing. This demonstrates: A) self-construal. B) confirmation anxiety. C) self-concept threat. D) stereotype threat.

D

When Carlos considers automobile purchases, he almost always ends up choosing high horsepower "muscle" cars. This is most likely linked to a/an: A) avoidance need. B) preliminary need. C) need for acceptance. D) need for power.

D

When Greg thinks of soft drinks he immediately thinks of Coca-Cola. For Greg, Coca-Cola is a ________ brand. A) spontaneous B) state-dependent C) triggered D) salient

D

When Terry's promotes their orange-flavoured chocolate as a Christmas treat, they are positioning on: A) price leadership. B) specific attributes. C) product class. D) occasions.

D

When Volvo attempted to revamp its brand image by signing an endorsement deal with NBA player Jeremy Lin, they were focusing on: A) marketing mix. B) product icons. C) positioning. D) repositioning.

D

When a well-known spa redesigned the packaging for its line of spa products containing algae extracts with a "sea of green" look to unify all of its different offerings, it relied upon which principle of stimulus organization? A) consistency B) experiential C) subjectivity D) similarity

D

When it comes to the influence of "colour," which of the following statements is correct? A) Blue is the most popular colour in North America. B) Black worldwide is a colour that triggers images of death. C) Women are more likely to be colour-blind, which is why they prefer bright colours. D) As we get older, our vision takes on a yellow cast.

D

When marketers pay extra attention to the impact of sensation on consumer product experiences, this is called: A) experiential purchasing. B) relationship marketing. C) product positioning. D) sensory marketing.

D

When the stimulus presented is below the level of the consumer's conscious awareness, the result that occurs is called: A) oblivience. B) stimulus differential. C) the limen. D) subliminal perception.

D

When there is a gap between a consumer's present state and some ideal state, this gap creates tension. The magnitude of this tension determines the urgency the consumer feels to reduce the tension. This degree of arousal is: A) motivation. B) discomfort. C) cognitive awareness. D) drive.

D

Which element below is an example of message-response involvement? A) mass customization B) SMART C) valences D) spectacles

D

Which of the following is NOT a technique that can be used to create contrast? A) colour B) position C) novelty D) cost

D

Which of the following is an example of marketers using positive affect to highlight product benefits? A) Samsung showcases functional benefits of their new phone and the fact their rival, the iPhone, does not have these features. B) A political campaign advertisement conveys that the right thing to do is not vote for the other candidate. C) Gambling ads show the side effects of excessive gambling. D) An ad for headache relief medication depicts a satisfied user of its product enjoying his or her child's first music recital.

D

Xavier developed a headache because he had skipped breakfast, but it went away after he ate lunch. He had reached a state of: A) biogenesis. B) psychogenics. C) equilibrium. D) homeostasis.

D

________ capitalizes on the desire for people to achieve increasing levels of mastery at tasks. A) Punishment B) Negative reinforcement C) Frequency marketing D) Gamification

D

________ involve(s) gathering data by directly observing consumer behaviours. A) Survey research B) Focus group research C) Interviews D) Observational research

D

________ is a negative emotion that is associated with the desire to reduce the gap between oneself and someone who is superior on some dimension. A) Guilt B) Jealousy C) Anger D) Envy

D

________ occurs when consumers ascribe more value to something simple because they own it. A) Sensory marketing B) Neuromarketing C) Psychophysics D) The endowment effect

D

________ refers to possessing both masculine and feminine traits. A) Communal B) Sex-typed C) Gender-bending D) Androgyny

D

Dave has a large discrepancy between his ideal self and actual self. It would be unwise for marketers to target people like Dave using fantasy appeals, since what is shown in such ads is way out of reach of what they believe they can do.

False

Differentiating products by gender does not begin until the teenage years.

False

Of the following pieces of legislation intended to protect the consumer, which was passed first? A) Textile Labelling Act B) Food and Drugs Act C) Motor Vehicle Safety Act D) Hazardous Products Act E) National Trademark and True Labelling Act

E

"Elaboration" is the term used to refer to the level of personal importance or interest the consumer perceives, evoked by a stimulus within a specific situation.

False

"Shaping" is the term used for learning by imitating the behaviour of others.

False

A drive is the same thing as a goal.

False

Advertising wearout usually occurs after the first presentation of an ad.

False

Amy is not a fan of online shopping because she puts a lot of emphasis on her haptic senses. In other words, she really needs to see a product in front of her before purchasing it.

False

Because cognitive learning has to do with thought, it is not necessary to demonstrate a change in behaviour to measure cognitive learning.

False

Behavioural psychologists who view the mind as a "black box" emphasize the internal thought processes that take place there.

False

Classical conditioning occurs when people identify with a celebrity or famous person perceived to be of a higher class.

False

Consumer behavior as a discipline deals mainly with what happens at the point of purchase.

False

Consumer behaviour theorists have found that consumers only buy products and services for what the products /services do.

False

Craig believes that people derive meaning from something by isolating the individual stimuli that make it up. His view is consistent with that of gestalt.

False