MKT 310 final exam

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

Affect

According to Cialdini and the researchers he cites, we can easily be influenced by people we like. And, more often than not, we like somebody who __________. A. pays us a compliment B. is similar to us C. is connected to something positive D. is described by any of the above E. is described by A or B

D. is described by any of the abov

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

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

Research shows that when young people are in a romantic relationship that their parents disapprove of, they tend to fall more deeply in love than might otherwise have been the case. This has come to be known as the __________ effect.

Romeo and Juliet

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

consumerspace

The author of your primary textbook (i.e., Solomon) mentions that in Japanese culture, products that make efficient use of space are highly valued. This is because conditions in Japanese cities are typically cramped. The author makes this point to provide an example of the _________ of a culture.

ecology

Consumer researchers Cotte, Ratneshwar, and Mick (2004) used the label planning orientation dimension of time to refer to __________.

individual time management styles that can range from "analytic" to "spontaneous"

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

nostalagic attachment

About __________ of unplanned purchases happen because the shopper recognizes a new need while in the store.

one-third

The word haptic refers to which of the five senses?

touch

In Chapter 6 of your primary (i.e., Solomon) textbook, one of the subheadings is worded as a question: Does the Self Exist? Which of the following questions most accurately rephrases what the author (i.e., Professor Solomon's) is asking?

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

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

"What?"

With regard to social media, which of the following statistics does the author of our primary textbook (i.e., Solomon) cite?

-It took radio 38 years to reach 50 million listeners. TV took 13 years to reach 50 million users. The Internet took 4 years to reach 50 million people. In less than 9 months, Facebook added 100 million users.-80 percent of companies use LinkedIn as their primary recruiting tool.-About 70 percent of Facebook users are outside the United States.

Regarding word-of-mouth (WOM) communication, which of the following statements is consistent with what the author of your primary (i.e., Solomon) textbook says?

-WOM influences up to 50 percent of all consumer-goods sales. -WOM is particularly powerful when the consumer is unfamiliar with the product category. -Unlike advertising, WOM often comes with social pressure to conform to the communicator's recommendations.

The rejection-then-retreat technique

-involves requesting something that is larger than the "real" request, then making the "real" request in a way that seems like a concession or a compromise. -is also known as the door-in-the-face technique.

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

33; 500; 10

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

7

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

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

Researchers Han, Nuñes, and Drèze (2010) developed a "typology of status signaling," based on their study of different consumer groups' orientation toward conspicuous consumption (i.e., "buying to show you can afford it"). The researchers describe four groups of consumers, each of which has a name that starts with the letter P: Patricians, Parvenus, Proletarians, and Poseurs. What is a proletarian?

A member of the working class, i.e., somebody who would be considered "blue collar" -Patricians are wealthy for generations

Some critics of marketing say that consumers are manipulated into buying products they don't really need—in fact, products that they wouldn't even consider buying if marketers had not instilled "false wants" in them. In other words, these critics are saying that marketers create artificial needs. Which of the following does the author of your primary textbook (i.e., Solomon) cite as a counterargument to this criticism? Wants are basic motives. They're biologically rooted. They can't be created or intensified by marketers. Consumers are lazy. They're often ignorant as well. Without marketers' help, they wouldn't know what to buy or for what purpose to buy it. There's an old saying: A fool and his money are soon parted. A need is a basic biological motive; a want represents one way that society has taught consumers to satisfy the need. Consumers live in modern society. Whether they like it or not, they are obligated to become educated about financial responsibility and appropriate marketplace behavior. In other words, caveat emptor: let the buyer beware.

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

Regarding sex roles and gender differences in socialization, with which of the following statements would the author of your primary textbook (i.e., Solomon) likely agree? A. In general, women are more enthusiastic than men about connecting with others. B. Gender stereotypes may influence our perceptions of those we meet in person and those whom we observe on television, but those same perceptual stereotypes are pretty much absent from our online interactions. C. When marketing to women, smart marketers avoid emotional messaging. D. All of the above. E. None of the above.

A. In general, women are more enthusiastic than men about connecting with others.

To avoid having the reciprocity rule used against us, what does Cialdini advise?

Accept a favor for what it is, and plan to honor your obligation to repay it with a favor of appropriate worth. If you have accepted a favor, and that favor later proves to be a compliance tactic, call it what it is: a trick. Keep the favor, and don't feel obligated to the trickster.

Body piercing did not start becoming mainstream until a 1993 music video by __________ showed __________ getting a tattoo and navel ring.

Aerosmith; Alicia Silverstone

Regarding Maslow's hierarchy of needs, with which of the following statements would the author of your primary textbook (i.e., Solomon) likely agree? A. The value of Maslow's hierarchy is that it reminds us that consumers may prioritize needs differently at different stages of life and in different consumption situations. B. Some products or activities may simultaneously satisfy more than one level of needs—maybe even for the same consumer. C. In some non-Western cultures, consumers may be motivated to satisfy need levels in a different order than the sequence that Maslow identified. D. All of the above. E. Both B and C.

All of the above

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

All of the above

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

All of the above

Regarding the dark side of consumer behavior, which of the following statements is consistent with the information that Solomon presents? More than three out of five people admit that they have falsely taken credit for making something from scratch. Women diagnosed with compulsive shopping disorder (CSD) outnumber men by four to one. Shoplifting is the fastest-growing crime in the United States. All of the above. None of the above.

All of the above

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

All of the above

Which of the following can be defined as a point-of-purchase (POP) stimulus? A dispenser mounted on the edge of a store shelf, which gives 75-cents-off coupons for the item on that shelf A temporary display of an item, located in the middle of a store aisle rather than on the customary shelf Product packaging that draws consumers' attention to the product display, such as Coors Light labels that turn blue when the bottle has been chilled to the right temperature All of the above. None of the above.

All of the above

__________ refers to the possession of both masculine and feminine traits (e.g., model Erika Linder, singer Sam Smith).

Androgyny

Which of the following would the author of your primary textbook (i.e., Solomon) likely classify as a "discontinuous" innovation?

Apple's introduction of legal, inexpensive downloadable MP3 music files (i.e., iTunes) in 2003

Regarding the "big three" American ethnic subcultures, which of the following statements is consistent with the words of the author of your primary textbook (i.e., Solomon)? About half of the Hispanics in the United States live in two states: Arizona and Florida. Nearly fifty percent of Hispanic Americans are of Mexican descent. The two next-largest Hispanic groups—Argentinians and Costa Ricans—represent 15 percent and 12 percent, respectively. Asian American consumers tend not to be brand conscious; usually, product features and price are more important to than the name that's on the product. At present, Asian Americans are the fastest-growing population group in the United States. African Americans make up about 18% of the United States' population.

At present, Asian Americans are the fastest-growing population group in the United States.

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

Both a and B

Regarding religious subcultures, organized religion, and consumption, which of the following statements is not consistent with the words of the author of your primary textbook (i.e., Solomon)? It's a bad idea to create an advertising message that disrespects a set of religious beliefs or a religious figure such as Mohammed, Jesus, Buddha, the Pope, or the Dalai Lama. The backlash may be severe. Consumers may belong to groups that are not part of "organized religion" but that are, nonetheless, grounded in spiritual principles that have some basis in religion. Weight Watchers and Alcoholics Anonymous are a couple of examples. Seventh-Day Adventists have dietary requirements that are similar to those of Muslims. Consumers who buy halal products are not necessarily Muslim, and consumers who buy kosher products are not necessarily Jewish. Church and synagogue attendance is highest in those geographic areas of the U.S. that have the highest concentration of Apple, Whole Foods, and Hot Topic stores.

Church and synagogue attendance is highest in those geographic areas of the U.S. that have the highest concentration of Apple, Whole Foods, and Hot Topic stores.

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

Classical conditioning; operant conditioning

The author of your primary textbook (i.e., Solomon) states that myths serve four purposes in a culture, and he supports his statement by citing Campbell (1970). When myths emphasize that all components of the universe are part of a single picture, which of these purposes do they serve?

Cosmological

According to Cialdini, we may unthinkingly comply with "nonauthorities" as if they were authorities if A. they refer to themselves—or are referred to by others—as "Doctor so-and-so," even if the title of "Doctor" has not been legitimately earned. B. they wear a uniform—or even simply dress nicely and respectably. C. they are accompanied by the "trappings" of authority or success, such as prestigious jewelry or cars. D. they do any of the above. E. they do either B or C.

D

Ever since Brent Trent's buddies found out that he had gone with his girlfriend to see Booksmart, Last Christmas, and The Photograph, they have made his life pretty miserable. They razz him by referring to him as "GM" (for girly man) on the golf course, in the gym, on the basketball court, and at happy hour. After being asked by his buddies which event he would prefer to attend for his birthday—the ballet or the figure-skating semifinals—Brent vowed silently to himself that he will never, ever, ever go to another "chick flick" at a movie theater . . . unless maybe he and his significant other are somewhere far from home, preferably on another continent. The author of your primary textbook (i.e., Solomon) would likely agree that __________. A. Brent's buddies probably do not qualify as NTMs (nontraditional males) B. Brent's buddies are providing Brent with a reminder of society's expectations (as they perceive them) of male sex roles C. Brent's buddies are not likely to be first in line to buy the next new gender-bending product D. all of the above are true E. both B and C are valid

D

If someone who appears to be an authority is asking us to do something, Cialdini recommends that we A. ask, "Is this authority truly an expert?" B. (if we indeed verify that the authority is an expert) ask, "Are this authority's credentials actually relevant to what he or she is talking about, and what he or she is asking me to do?" C. (if we indeed verify that the authority is an expert) ask, "How truthful can we expect this expert to be?" D. do A and B—and C if the answers to A and B are both affirmative. E. show outward disregard and disbelief in order to throw the person off balance; he or she probably is an imposter, anyway.

D

Regarding brand personality, which of the following statements is consistent with the statements of the author of your primary textbook (i.e., Solomon)? A. Many consumers, especially younger ones, have a sensitive BS detector that tells them when a brand is not being authentic. B. The concept of repositioning a brand (which you learned about in MKT 300) can also be thought of as "giving the brand a personality makeover." C. Consumers easily assign personality qualities to all kinds of inanimate objects and products—even kitchen appliances and athletic shoes. D. All of the above. E. Both A and C.

D

Regarding crescive norms, which of the following statements is consistent with information presented by the author of your primary textbook (i.e., Solomon)? A. A more (pronounced "mor-ay") is a custom with a strong moral overtone. It may specify a taboo, the violation of which often leads to strong sanctions. B. Much of what we know about crescive norms we learn vicariously by watching the behavior of actors in television commercials, sitcoms, and other media. C. Conventions are norms that regulate how we conduct our everyday lives. D. All of the above. E. Both A and C.

D

Regarding discretionary spending in the U.S., with which of the following statements would the author of your primary textbook (i.e., Solomon) likely agree? A. "Tightwads" (i.e., those who hate to part with even a penny) outnumber "spendthrifts" (i.e., those who try to buy everything in sight). B. Men are more likely than women to be tightwads. C. Frugality is driven by the pleasure of saving, whereas "tightwaddism" is driven by the pain of paying. D. All of the above. E. Both B and C.

D

Regarding personality theory and the study of consumer behavior, which of the following statements is consistent with those of the author of your primary textbook (i.e., Solomon)? A. Advertising messages often include images of archetypes (e.g., birth, death, wizards, the devil) that were identified by psychotherapist Carl Jung as part of the "collective unconscious." B. The same methodology that NASA used to weed out astronaut candidates was used by Bill Clinton to tailor his speeches to his audience. It is also used by eLoyalty in call-center technology that matches callers and service representatives based on personality type. C. Freud's ideas highlight the role of unconscious motives that sometimes guide our purchases. They may also explain why the author Solomon sometimes comes across as somewhat of a perv. D. All of the above. E. None of the above.

D

Regarding segmenting a market by social class—rather than some other variable such as geographic location or benefits sought—which of the following does the author of your primary textbook (i.e., Solomon) believe? A. Marketers who segment their market by social class often fail to take into account that the wife's occupation or profession may boost the household's social status. B. Marketers sometimes segment their market by social class and intentionally target a specific class. C. Marketers who segment their market by social class often overlook consumers' desire to change their class standing. D. All of the above. E. Both A and B.

D

Regarding social mobility, which of the following is consistent with what the author of your primary textbook (i.e., Solomon) says? A. Upward mobility is greater in the Northeast, Great Plains, and West than in the Southeast and Midwest. B. Upward mobility is greater in urban areas where poor families live alongside better-off people than in areas where they are segregated into low-income neighborhoods. C. Upward mobility is greater in areas that have higher percentages of two-parent households, better schools, and more civic engagement. D. All of the above. E. Both A and C.

D

Regarding the concept of personality, with which of the following statements would the author of your primary textbook (i.e., Solomon) agree? A. Some psychologists no longer believe that the concept of personality is even valid. B. Some marketing researchers have begun to doubt that we can predict consumers' behavior based on measured personality traits. C. If we want to predict consumer behavior, personality is only one piece of the puzzle. People's social and economic conditions must also be taken into consideration, as must other situational factors. D. All of the above. E. Both B and C.

D

Regarding values, which of the following statements is consistent with information presented by the author of your primary textbook (i.e., Solomon)? A. Some values are universal (e.g., health, wisdom, family). However, different cultures may rank those values in different orders of importance. B. We learn a lot about a culture's priorities when we look at the values that are communicated in its advertising messages. C. Two people can engage in the same behavior (for example, protesting U.S. involvement in a war), but the belief systems that drive those behaviors may be different (for example, concern about the economic effect versus belief in the sanctity of life). D. All of the above. E. Both B and C.

D

The Conference Board is an economic think tank whose members include approximately 1,600 corporations and other organizations. Among other activities, the group measures and tracks consumer confidence, which it reports monthly in the form of the U.S. Consumer Confidence Index. Regarding consumer confidence, which of the following statements is consistent with what the author of your primary textbook (i.e., Solomon) says? A. It reflects how optimistic or pessimistic people are about the future health of the economy. B. When consumer confidence is low, people are likely to spend less when they make discretionary purchases. C. It is measured by a survey that asks questions such as "Would you say that you and your family are better off or worse off financially than a year ago?" and "will you be better off or worse off a year from now?" D. All of the above. E. Both A and B.

D

Which of the following does Cialdini recommend as a "counterassault" against compliance professionals who try to activate our reliance upon heuristics? A. If you see a bartender "salting" a tip jar, do not leave him or her a tip. B. If you see a commercial in which an "ordinary individual's" unrehearsed review is faked by a professional actor, don't buy the product. Better yet, send a letter to the product manufacturer telling them why you will not buy, and suggest that they find another advertising agency. C. Refuse to watch TV programs that use canned laughter. D. All of the above. E. None of the above.

D

Which of the following is a difference between Fishbein's original multiattribute model of attitude formation and the "new, improved" version that is known as the "theory of reasoned action" (TORA)? A. The original multiattribute model measures a consumer's attitude toward a product, whereas the TORA includes a measure of the consumer's attitude toward the act of buying a product. B. The original multiattribute model does not take into account the effect of norms (i.e., social pressure to hold a particular attitude), nor does it take into account the level of a consumer's motivation to comply with those norms. The TORA addresses both of these. C. In the original multiattribute model, a consumer's attitude toward a product is considered the best available predictor of whether the consumer will purchase the product. In the TORA, behavioral intention (i.e., the intention to buy a product) is treated as the best available predictor of whether the consumer will purchase the product. D. All of the above. E. Both A and C.

D

Which of the following is a valid research finding? A. When a stop light turns green, drivers who have to wait for the car ahead to move will wait longer to honk if the car is an expensive, luxurious model. B. Pedestrians are more likely to follow a jaywalker's lead and step into the street if the jaywalker is well dressed. C. When a conversation with a stranger is already in progress, if Prof. A. were to tell his conversational partner that he is a professor, that person would immediately begin to speak less freely and more formally. D. All of the above. E. Both A and B.

D

Solomon states that a specific emotional state is some combination of pleasure and arousal. A consumer who is feeling __________, for example, is in a state of low pleasure and high arousal.

Distressed

According to Cialdini, which of the following is not a "weapon of influence" that can be used against us by compliance professionals? A. The principle of social proof B. The liking rule C. The commitment principle D. All of A, B, and C—that is, none of the above qualifies as a weapon of influence. E. None of A, B, and C—that is, each is a weapon of influence.

E

Regarding "body image," which of the following is consistent with statements by the author of your primary textbook (i.e., Solomon)? A. American teens (aged 13 to 19) receive approximately 12,000 Botox injections per year. B. In the U.S., men are approximately twice as likely as women to have a tattoo. C. South Korea has the highest per-capita cosmetic surgery rate in the world. Many of the surgeries are performed on Chinese "medical tourists." D. All of the above. E. Both A and C.

E

Regarding marketers' use of psychographics, which of the following is consistent with the statements of the author of your primary text (i.e., Solomon)? A. The best-known psychographic segmentation system is Tapestry™ Segmentation, which was developed by California-based research specialist Esri. B. Many research companies and advertising agencies develop their own lifestyle segmentation typologies. C. Demographic variables tell marketers who buys; psychographic variables tell marketers why consumers buy. D. All of the above. E. Both B and C.

E

Regarding the relationship between income and social class, with which of the following statements would the author of your primary textbook (i.e., Solomon) likely agree? A. Income level and social class are not one and the same. B. The way we spend our money tells more about our social class than how much we spend. C. Income is the best single indicator of social class. D. All of the above. E. Both A and B.

E

Which of the following is an example of an advertiser's attempt to capitalize on the Authority Principle? A. "I don't always drink beer. But when I do, I prefer Dos Equis." B. "The brand of pain reliever that doctors recommend more than any other" (Tylenol) C. "Recommended by nine out of ten dentists" (Sensodyne) D. All of the above. E. Both B and C.

E

When Audi began using the tagline "Never follow," it was attempting to connect the benefits of its product with which level of needs (on Maslow's hierarchy)?

Ego

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

Elaborative rehearsal

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

Evaluations; Emotions; Moods

Regarding status symbols in different cultures and geographic locations, which of the following is consistent with information that is presented by Solomon?

Every society has some type of hierarchical class structure that determines people's access to products and services.

In which of the following social science fields are we likely to find researchers who study the micro aspects of consumer behavior? Social psychology Demography Experimental psychology Cultural anthropology Sociology

Experimental psychology

Regarding the LOHAS consumer, which of the following statements is consistent with the information that appears in your textbook? Lohasian consumers also tend to be materialistic consumers. LOHAS is an abbreviation for Living on Herbs and Supplements. For marketers, LOHAS consumers are a $290 billion opportunity. LOHAS consumers make up about 33 to 39 percent of adults in the U.S. LOHAS consumers derive their name from one of the founders of the vegan movement, Professor Luis Lohan.

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

Of one specific age cohort, the author of your primary textbook (i.e., Solomon) says: "Unlike their parents or older siblings, __________ tend to hold relatively traditional values and they prefer to fit in rather than rebel."

Gen Yers

The author of your primary textbook (i.e., Solomon) states that members of __________ "are responsible for many culture-changing products and companies." As examples, he cites Google, YouTube, and Amazon.

Generation X

Which of the following statements is not consistent with information that appears in your primary textbook? Symbolic self-completion theory suggests that people who are playing a new (and probably unfamiliar) role in life tend to buy and display things that they associate with that role. The dramaturgical perspective on consumer behavior views a person as an actor who plays many roles—and sometimes those roles conflict with each other. Symbolic interactionism states that relationships with other people play a large part in forming the self. If you score high on self-monitoring, you'll tend to ignore your looking-glass self. Self-image congruence models suggest that we choose products whose attributes match some aspects of the self.

If you score high on self-monitoring, you'll tend to ignore your looking-glass self.

Sally McNally goes shopping often.For Sally, a typical shopping trip includes visits to Macy's, Nordstrom, and a variety of boutiques and specialty stores. At most of the stores Sally frequents, she tries on clothes and/or shoes—and she tries on a lot more than she buys. Sally also spends a lot of time at the makeup counters in the department stores that she visits. In her opinion, you can never run out of combinations, and you can never have too much advice on how to look. Of course, you can never receive too many compliments, either. Sally also picks up groceries and household supplies on some of her shopping trips. However, if you were to ask Sally what she enjoys most about shopping—and if she were to be completely truthful in her answer—she would tell you that trying on shoes and clothes and being made up are the parts that she enjoys the most. Moreover, she would tell you that being the center of a sales associate's attention is what makes the experience most gratifying.The author of your primary textbook (i.e., Solomon) would classify Sally's dominant shopping motive as __________.

Instant status

Which of the following is not matched with the proper definition or label? reputation economy = the "currency" people earn when they post online and others recommend their comments plutonomy = an economy that's driven by a fairly small number of rich people mass class = a term that describes the hundreds of millions of global consumers whose recently-escalated purchasing power now allows them to afford high-quality products—except big ticket items like a home, a luxury car, or a college education Karl Marx = a sociologist who, in 1941, outlined the six-level hierarchy of American class structure that is considered by many to be valid digital divide = the largely economic boundary between those who have Internet access and those who do not

Karl Marx = a sociologist who, in 1941, outlined the six-level hierarchy of American class structure that is considered by many to be valid

Regarding social class and consumer behavior, with which of the following statements would the author of your primary text (i.e., Solomon) likely agree?

Many social scientists consider occupation to be the best single indicator of social class.

Which of the following fashion-related words or expressions is not matched with the correct definition? Meme = a form of entertainment in which a performer tells a story by using body movements and facial expressions (i.e., without words) Classic = a fashion with an extremely long acceptance cycle Fashion system = all the people and organizations that create symbolic meanings and transfer those meanings to cultural goods Parody display = upscale consumers deliberately buying inexpensive products Fad = a very short-lived fashion

Meme = a form of entertainment in which a performer tells a story by using body movements and facial expressions (i.e., without words)

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

Modeling

Nash Ashe is sole proprietor of a trucking company, "Haulin' Ashe." Haulin' Ashe's vehicle fleet consists of a 1996 Peterbilt model 379 day cab tractor, a Rhodes dump trailer, and a Wilson livestock trailer. Over the course of the past year, Nash's tractor has become increasingly unreliable, and he believes that if he doesn't replace it soon, he will end up spending much more than it is worth to keep it running. Nash has decided to replace his model 379 with another Peterbilt. Of course, he will buy a newer cab—maybe a 2009 or 2010 model—and he will probably treat himself to a few creature comforts that his current truck doesn't have, such as a sleeper so he can make longer hauls. And, since his new bride hates the color of his current truck, he'll be looking for something in a different color, as well.The authors of your textbook would categorize Nash's purchase of a new truck as which type of purchasing decision?

Modified Rebuy

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

Moods

Regarding opinion leaders, which of the following statements is consistent with the information in your primary (i.e., Solomon) textbook?

Most opinion leaders are everyday consumers, not celebrities. Opinion leaders also tend to be opinion seekers—that is, in addition to providing information, they also actively seek it from others Opinion leaders are not necessarily purchasers of the products they recommend. An opinion leader possesses expert power with regard to a product category or a set of categories. Opinion leaders tend to be innovators—that is, they tend to be among the first purchasers of certain types of new products. However, this does not have to be true in every situation.

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

None of the above

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

Opinion mining

Inside the corporate offices of a well-known restaurant chain, marketing executives Cody Brody, Zach Black, and Madison Radisson are discussing where to locate their next restaurant. Cody thinks they should locate in a Boomtown Singles Zip Code; Zach thinks they should locate in a Blue Blood Estates Zip Code; Madison would like to see the next location be in a Zip Code where the Young Digerati live. Cody, Zach, and Madison are using the __________ approach to segmenting and targeting their market.

PRIZM

The author of your primary textbook (i.e., Solomon) states that in order to be successful, an innovation needs to possess five attributes. To support this statement, he cites Everett M. Rogers' book, Diffusion of Innovations, 3rd edition (1983). Which of the following is not an attribute that increases the likelihood that a product will be adopted—and adopted rapidly—by consumers?

Patentability

Regarding what we have learned from years of sensory research, which of the following is not consistent with the information in your primary (i.e., Solomon) textbook?

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

Solomon states that a specific emotional state is some combination of pleasure and arousal. A consumer who is feeling __________, for example, is in a state of high pleasure and low arousal.

Relaxed

Solomon defines social power as "the capacity to alter the actions of others." This definition, incidentally, is based on the writings of psychologists French and Raven (1959). Professor French, unfortunately, taught at the University of M . . . M . . . Mi . . . Mich . . . I can hardly bring myself to say it . . . Michigan. Professor Raven spent most of his career at another despicable institution of higher learning (UCLA). Solomon goes on present and describe six "bases of power" that were originally identified by French and Raven. A base of power, Solomon explains, provides the reason that a person can influence another. The bases of power, as presented by Solomon, are __________ power, coercive power, legitimate power, expert power, information power, and referent power.

Reward

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

Role theory; sociological

The author of your primary textbook (i.e., Solomon) makes the point that consumers' consumption falls into two broad domains. __________ consumption occurs when we "set apart" objects and events from normal activities and treat them with respect or awe. __________ consumption, in contrast, describes objects and events that are ordinary or everyday; they don't share the "specialness" of [the ones in the previous sentence].

Sacred; Profane

"I must like Kit-Kat bars. I keep buying party-size packages of the miniatures and stocking my office candy bowl with them--the bowl that's there for guests--but then I eat most of them." __________ explains why we might assess our own attitude based on our behavior, just as we draw conclusions about the attitudes of others based on their behavior.

Self-perception theory

Which age group does the author of your primary textbook (i.e., Solomon) say controls more than 50 percent of discretionary income in the U.S.?

Senior Adults

Consumer researchers Cotte, Ratneshwar, and Mick (2004) used the label polychronic orientation dimension of time to refer to __________.

Some individuals' preference for doing things in linear fashion (i.e., one thing at a time) and others' preference for multitasking

In psychological experiments by Professor __________ and colleagues, unwitting subjects who were placed in the role of Teacher were told by a researcher to deliver "electric shocks" as punishment to a Learner for answering test questions incorrectly. The "Teachers" did not know that the shocks were not real or that the "Learner" was acting a role. The results "shocked" researchers. As the voltage of the "punishment" was increased to life-threatening levels and the "Learners" screamed and begged for the experiment to end, the "Teachers" sometimes questioned whether they should continue, and they often showed outward signs of great stress. Even so, the "Teachers" almost always continued to deliver the "shocks" to the tormented "Learners."

Stanley Milgram

According to Cialdini, which of the following is a fraudulent attempt by a compliance professional to trigger our use of the social proof heuristic?

The "ordinary citizen" who gives a seemingly candid and unrehearsed testimonial in a television commercial is really a paid actor who is following a script

Horace and Doris Morris and their daughter Dolores were looking for a new home. After much discussion, they agreed that their new home should have: three (or more) bedrooms two and one-half (or more) bathrooms a half-acre (or larger) lot a fireplace hardwood floors an unspoiled view of mountain scenery through a "picture window" or "bay window" in at least one room (preferably the kitchen, living room, or den) a two-car (or larger) garage a brick exterior a selling price of $300,000 or less The Morrises agreed to let their realtor show them six homes, and they visited them one by one. Home #1 met or exceeded all of their agreed-upon "minimum cutoff levels" except one: it had a clapboard exterior rather than brick. Horace, Doris, and Dolores immediately ruled out the first home. Home #2 met or exceeded all of their cutoffs, except that all of its floors were either carpeted (over cement) or tiled—no hardwood. Horace, Doris, and Dolores ruled out the second home while they were en route to the third home. Home #3 exceeded all of their criteria (four bedrooms, three baths, a one-acre lot, fireplaces in the living room and the master bedroom, hardwood floors throughout, a two-car garage with additional space for a boat, an all-brick exterior, and an asking price of $299,999), except that it sat on a low-lying lot. The only "view" from Home #3 was of the walls, rooftops, and fences of the adjoining homes. Horace, Doris, and Dolores reluctantly ruled out Home #3 shortly after viewing it. Home #4 met or exceeded all of their cutoffs, plus it had a spectacular view in three out of four directions—but, it had only one full bathroom plus a three-quarter bath. Horace and Doris reluctantly ruled out Home #4, as well. Home #5 met or exceeded all of their criteria, so Horace and Doris kept Home #5 on their "short list." Home #6 also met or exceeded all of their criteria, so it also remained on the "short list." However, when it came time to make their final choice between Home #5 and Home #6, Doris thought back to their tour of Home #4. She had been absolutely spellbound by the mountains and valleys that were visible through the living-room and master-bedroom bay windows, and she loved the unobstructed view of the river through the picture window in the den. Today, months later, Horace, Doris, and Dolores agree that even though Homes #5 and #6 met and/or exceeded all of their criteria, their purchase of Home #4 was the right choice. They still savor the view every moment that they're at home.

The Morrises used a combination of decision rules. They first used a conjunctive rule, but they finished using a compensatory decision rule.

Consumer researchers Cotte, Ratneshwar, and Mick (2004) used the label social dimension of time to refer to __________.

The distinction that individuals make between "time for me" and "time with/for others"

Regarding age cohorts, which of the following is consistent with the statements of the author of your primary textbook (i.e., Solomon)? The label "Interbellum (meaning 'between the wars') Generation" usually refers to those who were born during the years between the Korean War and the Vietnam war. The label "War Baby Generation" usually refers to those who were born in the year 2003 (i.e., the beginning of the war in Iraq) or later. "Tweens" is usually used to refer to those individuals whose age is between that of Generation X and the Baby Boomers. The labels "Generation Z" and "Millennial" refer to the same age cohort. The label "Generation X" usually refers to those who were born no earlier than 1965 and no later than 1985.

The label "Generation X" usually refers to those who were born no earlier than 1965 and no later than 1985.

Regarding the diffusion of innovations, which of the following statements is not consistent with information that appears in your primary (i.e., Solomon) textbook?

The main reason that early adopters are not as quick as innovators to buy a new product is that early adopters typically hold out for a better price.

Consumer researchers Cotte, Ratneshwar, and Mick (2004) used the label temporal orientation dimension of time to refer to __________.

The relative significance that individuals attach to past, present, or future

The author of your primary textbook (i.e., Solomon) presents a three-stage model of the process of perception: exposure >> attention >> interpretation. Regarding interpretation, which of the following statements is not consistent with what the author says?

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

Wayne and Jane Payne are shopping for a new home for themselves and their three sons, Dane, Lane, and Zane. They have decided that their new home should be on a hilltop, and it should have at least four bedrooms and at least two and a half baths. They would also like a large lot (at least three quarters of an acre), a brick exterior, a two-car (or larger garage), and a fireplace in both the living area and the master bedroom. The Paynes do not intend to spend more than $450,000. The Paynes agreed to let their realtor show them six homes on Saturday morning, and they visited them one by one. Now, over lunch at Applebee's, they discuss the six homes in earnest. They cannot agree as to which feature is most important to them. Wayne is most concerned about price. Jane's childhood home was flooded several times, so she now places a lot of importance on the hilltop aspect. The boys' primary concern is that they each have their own room. So, they arbitrarily decide to evaluate the "elevation" of each home first. Homes #1, #2, #3, #4, and #6 are all on hilltop lots. Home #5 is located halfway up the hill on which it is situated. They exclude Home #5 from any further consideration. They decide to discuss the number of bedrooms next. Homes #1, #2, #3, and #6 are all five-bedroom homes. Home #4 is a three-bedroom home with an attic over the garage that could be made into a bedroom with considerable work. The Paynes drop Home #4 from their "list of contenders." Next, the Paynes discuss the bathroom setup in each of the houses. Homes #1, #2, and #6 each have three full baths. Home #3 has two baths, so Home #3 "gets the ax." Next, they contemplate the construction of Homes #1, #2, and #6. All are brick. They move on to discussing the lot size. Homes #1 and #6 are each on a one-acre lot. Home #2 sits on a half acre. They exclude Home #2 from any further consideration. The Paynes discuss price next. Homes #1 and #6 are priced at $429,000 and $434,000, respectively—both well within the range that the Paynes are willing to spend. They then review the garage situation. Homes #1 and #6 both have two-car garages. At this point, the fireplace criterion is the only one they have not yet discussed. The Paynes recall that Home #1 has one fireplace, and it is located in the great room. They exclude Home #1 from further consideration, leaving only Home #6, which has a fireplace in the great room, a second fireplace in the formal dining room, and an additional fireplace in the master bedroom. Jane Payne dials the realtor to make an appointment to put together an offer on Home #6. Which of the following best describes the decision rule by which the Paynes chose their new home?

They used an elimination-by-aspects decision rule.

Cialdini reminds us of the tragic murder of Kitty Genovese, which took place in Queens, NY over a half-hour period while 38 bystanders did nothing (not even call the police). Cialdini points out that in a situation where somebody else is in mortal danger and we are not sure what to do, if we look to the reactions of others for a clue, we overlook something important: ____________________." The author goes on to say that when we do this, "it can lead to a fascinating phenomenon called __________."

Those people are looking at others, including us, to know what to do; pluralistic ignorance

Inside the corporate offices of a well-known consumer packaged goods company, marketing executives Janis Moranis and Bart Smart are having a spirited discussion. Specifically, they are debating whether they should tailor the marketing mix of their new product to appeal to the "Makers" market segment or the "Believers" segment, or whether they should develop a separate marketing mix for each of those segments. From their use of labels like "Makers" and "Believers" to describe their target market, we can determine that Janis and Bart's company has bought into the __________ segmentation typology.

VALS2

Which of the following is true regarding the reciprocity rule?

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

In which of the following situations would an advertiser be wise to use a "typical consumer" as a spokesperson, rather than a famous and extremely-attractive person?

When the product is an everyday item, with low social risk—say, crackers, cookies, gasoline, or kitchen garbage bags.

According to the author of your primary textbook (i.e., Solomon), the use of large "syndicated" surveys to track shifts in consumers' values began with a survey conducted by __________ for __________, in the _____.

Yankelovich, Skelly & White ( a marketing research firm); Playtex; 1960s

Constructive processing refers to __________.

a consumer evaluating how much effort she'll need to put into making a particular choice, and then allocating her cognitive "effort" accordingly

During the first week of class, Lauren Warren finds herself very much attracted to Roman Bowman, who sits a few seats away from her. Lauren hopes that Roman will be part of her four-person team for the semester project. Lauren is automatically assuming that Roman is bright, hard working, reliable, and a team player—but all she really knows about him is that he is good looking. Social scientists would say that in this scenario, ________ is at work.

a halo effect

Many of the residents of Middlevale talk to Jeannie Metheny before they make a significant purchase. For instance, Mike Pike spoke with Jeannie before his most-recent automobile purchase, Gladys Mattis spoke with her before having a swimming pool installed, Valerie Mallory picked Jeannie's brain before buying new carpet, Helen Llewellyn sought Jeannie's opinion before buying a new refrigerator, and Barry Sperry spoke with Jeannie when his daughter needed an orthodontist. Jeannie isn't in any of the aforementioned businesses herself. Rather, she simply seems to always know where the best deals are, in addition to knowing which retailers, service providers, and individual salespeople are the most trustworthy. Jeannie doesn't receive a consulting fee from those who seek her advice, and she doesn't collect referral fees from the dealers, retailers, and service providers that she recommends. She does, however, feel a great deal of intrinsic satisfaction about the number of people she has been able to help spend their money wisely and effectively. Furthermore, most people who have sought her opinion believe that she has pointed them in the right direction each time. The author of your primary textbook (i.e., Solomon) would likely classify Jeannie as __________.

a market maven

A brand's "personality" evolves as a result of __________.

advertising packaging marketing strategies

In the ABC model of attitudes, ABC stands for

affect, behavior, cognition.

For some purchase decisions, a consumer's decision process may be a cognitive one. For other purchases, that same consumer's decision process may be habitual, i.e., hardly a decision at all. For still other purchases, that consumer may go through a(n) __________ decision process.

affective

Ironically, economic success and wealth leave some people feeling dissatisfied and worthless. Some critics of materialism and conspicuous consumption—among them San Francisco scion Fred Whitman, American civil rights and children's advocate Marian Wright Edelman, Milwaukee psychotherapist Jessie O'Neill, and British psychologist Oliver James—contend that this "ailment" follows the pattern of a progressive disease; that is, the more wealth the "patient" accumulates, the worse he or she feels. Some of the more radical critics of materialism contend that this ailment has become widespread enough in our society as to now qualify as an "epidemic." The name that is used to refer to this alleged epidemic (and also the title of a 2012 indie film) is __________.

affluenza

(More often than not) the magnitude of a consumer's information search prior to making a purchase decision depends on __________. whether the consumer enjoys shopping the age of the consumer the consumer's level of knowledge about the product all of the above none of the above

all of the above

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

anthropomorphized

Guy Frye, 48, intends to buy a new leather jacket. Guy wants the jacket to be appropriately warm for late fall weather, but he also wants it to send a signal: This dude's got it going on. Guy is a little unsure as to which style of jacket is most appropriate . . . should it be smooth leather or rough? What color . . . light brown, dark brown, or black? Should it have a zipper or buttons? Should it be bomber-jacket length or mid-thigh length? Duster length? Nah . . . surely not duster length. Biker-style? Guy remembers that Jerry Seinfeld wore a leather jacket in several episodes of his show, and he remembers thinking that Jerry looked his coolest any time he wore that jacket. Guy doesn't remember the exact details of Seinfeld's jacket, so he plans to watch old Seinfeld episodes online at his earliest opportunity. As he is making a mental note to do so, Guy also tells himself: "It's the jacket Seinfeld was wearing that you're looking for, not the one that Kramer sometimes wore. But, make sure you get a good look at Kramer's jacket, too, so you know what not to buy." Clearly, Jerry Seinfeld is part of Guy's __________ reference group, while Kosmo Kramer is not.

aspirational

The author of your primary textbook (i.e., Solomon) describes __________ as the process that takes place when immigrants adopt products, habits, and values they identify with the mainstream culture.

assimilation

Which of the following clinical conditions is not matched with the proper definition or label? harpaxophobia = fear of becoming a victim of robbers peniaphobia = fear of poverty atephopia = fear of mythological deities aurophobia = fear of gold

atephopia = fear of mythological deities

"The conscious designing of retail space and its various dimensions — including colors, scents, and sounds" — refers to __________.

atmospherics

Charlie Marley has a deep dislike of brands whose parent companies are headquartered in Korea (e.g., Samsung, LG, and Hyundai). Charlie knows that "LG" stands for "Lucky (Lak-Hui) Goldstar," and he remembers buying a Goldstar microwave and a Goldstar portable television when he was in college 30 years ago. When Charlie describes either appliance as "a cheap piece of crap that I bought only because I couldn't afford anything better," he is entirely accurate in his characterization. Charlie also remembers vividly the red '89 Hyundai Excel that his sister bought new in that same year, and the blue '90 model of the same car that she talked him into buying. His description of the two cars is even more vivid and more metaphorical than his description of the Goldstar appliances; the cars were indeed unreliable and didn't last long. Ever since then, Charlie has not knowingly bought any products of Korean origin or Korean corporate heritage, and he has been vocal about his distaste for such products. Today, however, Charlie has a vexing dilemma. Charlie has always admired one of his coworkers—Dylan MacMillan—for his taste in clothing, automobiles, gadgets, cuisine, golf clubs, motorcycles, and just about anything else Dylan buys. Simply put, Dylan knows quality. So, when Dylan drove into the parking lot in a brand-new Hyundai Genesis G80 this morning, Charlie was flabbergasted. If we subscribe to __________, we believe that Charlie has to change his mind about either Dylan or Hyundai. That is, Charlie must conclude that 1) he's been dead wrong about Dylan's taste, or 2) Dylan has lost his mind and can no longer be admired as an exemplar of good taste, or 3) Hyundai has evolved into a world-class carmaker that bears no resemblance to its former self.

balance theory

If you're walking into Martin's Cigar Shop in Lexington for the first time, the first thing you notice is likely to be the sign on the door: "This is a work free smoke place." The second thing you're likely to notice is that the customers are in no hurry to leave after they make a purchase. A "regular" customer is likely to take a seat, light a recently-purchased cigar, and engage in conversation about such time-honored topics as cigar preferences, single-barrel bourbon, horse race handicapping, politics, and the Kentucky Wildcats. The author of your primary textbook (i.e., Solomon) would say that Martin's customers think of the store as a(n) __________.

being-space

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

business ethics

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

cause marketing

As described by Cialdini, the association principle is very similar to __________.

classical conditioning

The term __________, which refers to people's desire to show off their ability to afford luxury goods, was coined by __________.

conspicuous consumption; Thorstein Veblen

Do you ever feel overwhelmed by how many choices you have to make as a consumer? Does it seem like you have to make some of the same purchase decisions over and over again? Do choice scenarios seem to come at you too quickly, too often? Do you feel your psychological energy draining away to the point that you can't make smart choices? If you answered Yes, that's me! then you may be suffering the effects of __________, according to Solomon.

consumer hyperchoice

When consumer researchers and retail analysts refer to CS/D, they mean __________.

consumer satisfaction/dissatisfaction

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

consumer socialization

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

contrast principle

According to the author of your primary textbook (i.e., Solomon) a __________ is someone who tries to be "open to the world." This type of consumer will strive for diverse experiences and is interested in a range of culturally diverse products.

cosmopolitan

Shoppers tend to move through a store in __________ direction and they are more likely to choose items from shelves that are to their __________.

counterclockwise; left

The author of your primary textbook (i.e., Solomon) states that __________ is what occurs when foreign influences integrate with local meanings. One example that Solomon provides is Indipop, a music genre that blends the traditional musical style of India with rock, rap, and reggae.

creolization

The author of your primary textbook (i.e., Solomon) states that __________ occurs when a product we associate with a specific ethnic group detaches itself from its roots and appeals to other groups as well. Solomon points to bagels as an example. Perhaps bratwurst, pasta, and tapas might qualify, as well.

deethnicization

Scott Ott has begun to realize (usually during a "morning after") that when he spends the evening bar hopping with his frat brothers, he says and does things that he would never think of saying or doing when he is out by himself or on a date with his girlfriend. At this point, Scott's a little puzzled about why his inhibitions and self-restraint seem to fly out the window in the company of "the guys." The author of your primary textbook (i.e., Solomon) would most likely tell Scott that he is a living example of the __________ concept.

deindividuation

Martin Barton, 51, wants a new leather jacket. He'll probably buy one. Martin wants the jacket to be appropriately warm for late fall weather, but he also wants it to send a signal: This guy knows quality and he knows style. Martin is a little unsure as to which style of jacket is most appropriate . . . should it be smooth leather or rough? What color . . . light brown, dark brown, or black? Should it have a zipper or buttons? Should it be bomber-jacket length or mid-thigh length? Martin remembers that Jerry Seinfeld wore a leather jacket in several episodes of his show, and he remembers that of all of Jerry's looks, he appeared coolest when he wore that jacket. Martin doesn't remember the exact details of Seinfeld's jacket, so he plans to watch old Seinfeld episodes on Hulu or Amazon Instant Video at his earliest opportunity. As he is making a mental note to do so, Martin also tells himself: "It's the jacket Seinfeld was wearing that you're looking for, not the one that Kramer sometimes wore. But, make sure you get a good look at Kramer's jacket, too, so you know what not to buy." Clearly, Jerry Seinfeld is part of Martin's __________ reference group, while Kosmo Kramer is part of Martin's __________ reference

dissociative; formal

To avoid being influenced by a persuader (e.g., compliance professional) who is trying to exploit the Liking Rule, Cialdini says we need to __________. dislike everybody before saying yes, ask "In the short time we have been acquainted, have I come to like this person more than I would have expected?" mentally separate the person from what they're trying to sell do all of the above do both B and C

do both B and C

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

drive

The peak open rate (i.e., percentage of recipients who open an email message from a marketer) occurs __________.

during lunchtime on weekdays

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

emotions

The author of your primary textbook (i.e., Solomon) defines __________ as "the process of learning the beliefs and behaviors endorsed by one's own culture" and __________ as "the process of learning the value system and behaviors of another culture."

enculturation; acculturation

A global marketer who has a(n) __________ cultural perspective focuses on the values and traditions that all cultures have in common. This marketer's marketing strategy in international markets is likely to be a __________ strategy. A global marketer who approaches culture from a(n) __________ perspective, on the other hand, sees each culture as unique in its values and traditions. This marketer's marketing strategy in international markets is likely to be a(n) __________ strategy.

etic; standardized; emic; localized

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

evaluations

The author of your primary textbook (Solomon) describes __________ as "the dimensions of a product that consumers use to judge the merits of competing [product or brand] options," and __________ as "the features that we actually use to differentiate among our choices."

evaluative criteria; determinant attributes

In his former life as an interstate commuter, Prof A is getting ready to make a hotel reservation in Charleston, West Virginia for next Tuesday evening. At one time or another, Prof A. has stayed in 30 hotels and motels in the Charleston area. Of those 30, the ones that actually enter his consciousness as he begins to make his decision are the Hampton Inn in downtown Charleston, the Wingate in South Charleston, the Sleep Inn in Mink Shoals, the Marriott Town Center, the Hampton Inn and the Holiday Inn Express at Southridge, the Sleep Inn in Cross Lanes, the Embassy Suites in downtown Charleston, the Hampton Inn in Teays Valley, and the Ramada Inn Charleston House. He immediately rules out the Marriott and the Embassy Suites because they charge more than he wants to spend. He next rules out the Ramada Inn Charleston House because at that location, he may have to park a long way from his room, which makes it impossible to leave as quickly as he'd like in the morning. Then, he rules out the two Southridge locations—he likes staying in Southridge, but his reservation and billing have gotten messed up at the Hampton Inn a couple of times, and the Holiday Inn Express is a little more expensive than any other comparable hotel. Prof A now weighs his remaining options, all of which he considers viable: the Hampton Inn downtown, the Wingate in South Charleston, the Sleep Inns in Cross Lanes and Mink Shoals, and the Hampton Inn in Teays Valley. He opts for the Wingate because it has the most comfortable work space, and he knows he'll be working on OTE questions for several hours after he arrives. In this scenario, the Embassy Suites and the Marriott are part of Prof A's __________ but not part of his __________.

evoked set; consideration set

Solomon states that a specific emotional state is some combination of pleasure and arousal. A consumer who is feeling __________, for example, is in a state of high pleasure and high arousal.

excited

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

experiences

If we try a restaurant because it has been recommended by a celebrity chef, the influence mechanism has most likely been __________ power. If, on the other hand, we try the restaurant because it has been mentioned by a favorite movie star, then __________ power has worked its magic.

expert; referent

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

extended

Darren McFerrin is shopping for tires for his pride and joy, i.e., his 2015 Camaro SS. When Darren bought the car new, it came equipped with Pirelli P Zero tires. Darren is not sure he wants to replace the original tires with more of the same. The Pirellis performed admirably in the spring and summer months. However, for the $900 to $1,050 that he'll end up spending, Darren suspects that there may be other brands and types of tires that would be more appropriate for year-round driving. Additionally, Darren knows that some tires are more appropriate than others for a cool car like his. He wouldn't want to buy tires that he and his buddies think of as belonging on their grandfathers' Oldsmobiles (such as Uniroyal, Goodyear, or General), just like he wouldn't want to disgrace his beloved Camaro by buying tires that would look more at home on the Volvos, Subarus, and minivans of cautious "soccer moms." Maybe BFGoodrich? Toyo? Should he stay with Pirelli? Darren isn't at all sure what to buy. All he knows at this point is that he'll visit a lot of Web sites and tire retailers, and have a lot of conversations with service representatives before he makes his final choice. Darren's tire shopping behavior most closely resembles __________.

extensive problem solving

Cialdini calls for "forceful counterassault" on our part against any and all compliance professionals who ____________________.

falsify, counterfeit, or misrepresent the evidence that naturally cues our shortcut responses

For most of the history of Apple, simplicity and user-friendliness have been key components in the company's mission and value proposition. The company claimed, in fact, that customers would never need to read an instruction manual to use one of its products. However, in an article in the June 16, 2014 issue of Fortune, reporter Adam Lashinsky expresses concern that Apple products have become more complicated in recent years. Mr. Lashinsky tells of a "tech-savvy" friend who had been trying to share an audio file—a voice recording of a meeting—with a colleague. After several failed attempts to move the file from his phone to his desktop computer, the man resorted to searching the Web for help, and eventually found a relevant snippet of advice in a message board. The man commented, "I've been using iTunes for 10 years. It shouldn't be this hard." Mr. Lashinsky goes on to say, "Apple, once the epitome of simplicity, is becoming the unlikely poster child for complexity." If the author of your primary textbook (i.e., Solomon) were to mention this scenario, he would likely say that it is an example of __________.

feature creep

Part of the power of the scarcity principle is that sometimes when we follow it, we are right (and efficient). It also has another source of power: As opportunities become less available, we lose __________ (and we hate that).

freedoms

When Newton Wooten's wife sends him to the store to buy paper towels, Coke, and cereal, he makes a "surgical strike." Maintaining a stride that matches the tempo of the music on his Spotify app, he heads for the paper products aisle first. There, he reaches for the largest-quantity package of Viva that is available, and puts it in the cart in one deft movement—without any discernible slowing or stopping on the part of his feet or the shopping cart. The scene repeats itself in the breakfast foods aisle—a box of Frosted Mini-Wheats makes its way from shelf to moving cart in a clean, arc-like motion. In the carbonated beverage aisle, Newton has to stop the cart momentarily, but only because he needs both hands to hoist the 24-pack of Coca-Cola into the cart. This scenario illustrates __________.

habitual decision making

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

hedonic consumption

Sometimes we'll put forth a lot of effort to make a purchase decision. We'll gather information from a variety of sources and compare brands until we're certain we can choose the item that's best for us. Other times, we save time and effort and rely on a "mental rules of thumb," such as "the most expensive one will last longer" or "buy the brand Mom uses." The author of your primary textbook (i.e., Solomon) refers to these rules of thumb as __________, as does Cialdini as well.

heuristics

Products that have characteristics from two completely different domains — such as crossover vehicles (part passenger car, part SUV), two-in-one computers (part notebook, part tablet), and "athleisure" fashion — are called __________ products.

hybrid

News flash: Teens are conflicted. (I know, right?) Research by the Saatchi & Saatchi advertising agency (1993) identified four basic conflicts that tend to be common to all teens. Researchers at the agency used the expression "_______________" to refer to teens' tendency "to view adults as hypocrites, whereas they see themselves as sincere" and their "struggle to reconcile their view of how the world should be with the realities they perceive around them."

idealism vs. pragmatism

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

impression management

Will Hill and Zach Black recently graduated from the University of Kentucky and moved to Las Vegas. Before moving, both Will and Zach had heard of In-N-Out Burger, and they were eager to find out why some of their friends raved about the chain. After a couple of visits to In-N-Out, Will is now a devoted fan. The only way he'll go anywhere other than In-N-Out for a burger and fries is if he's more than 200 miles from one, such as when he visits his parents in St. Louis. Zach, on the other hand, can't seem to wrap his mind around the almost cult-like loyalty of In-N-Out's regular customers. Sure, the beef is never frozen, the fries are cut by hand at the individual restaurant location, the buns are baked fresh daily, the prices are reasonable, and the drive-through is open late—but, dagnab it, Zach would just as soon have a Dave's Double from Wendy's. Still, if In-N-Out is that popular, Zach thinks maybe he just needs to give it time—and Zach so wants to be like the new friends he is making, in every way. In terms of level of commitment to an attitude, Solomon would say that Will's attitude toward In-N-Out is an example of __________, and Zach's is an example of __________.

internalization; identification

When a television commercial is aired during your favorite program, or a telemarketer calls to try to sell you something, or a salesperson calls out to you from a kiosk in the mall (or blocks your path while trying to engage you in conversation) — these are examples of __________. When a brand gives you an opportunity to subscribe to its YouTube channel, or a reward program's sign-up page allows you the opportunity to check a box saying you do not want to receive promotional offers by email, or you receive email advertising from a company whose blog you have subscribed to — these are examples of __________.

interruption marketing; permission marketing

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

involvement

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

involvement

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

judgmental heuristics; controlled responding

The author of your primary textbook (i.e., Solomon) states that consumer researchers use the __________ technique to examine consumers' beliefs about means-end relationships between product attributes and their own desired end states. When researchers conduct such an analysis, they usually present their findings pictorially in a __________.

laddering; hierarchical value map

Scott Ott and his fiancée, Cassie Massey, are shopping for a new car. They have discussed their choice criteria, and have agreed to be guided by the following: The car needs to be a four-door sedan that will comfortably seat four medium-sized adults The EPA-rated fuel efficiency rating for the car needs to be at least 20 m.p.g. city and 30 m.p.g. highway The car has to have an automatic transmission The car has to have power windows and door locks and keyless remote entry The color of the car has to be UK Wildcat blue After discussing what they know about the available options and doing additional online research, Scott and Cassie decide that the 2020 Ford Fusion, the 2020 Toyota Camry, the 2020 Mazda 6, the 2020 Hyundai Sonata, the 2020 Honda Accord, and the 2020 Chevy Malibu are all worth considering. They plan to visit dealerships and get better acquainted with each model before making their decision. Before looking at or test driving any cars, they rank the desired features in order of importance, with "1" being "most important." Their rankings are: 1-color, 2-transmission, 3-fuel efficiency, 4-power locks/windows and keyless remote, and 5-seating capacity. Scott and Cassie find that only the Malibu, the Camry, and the Sonata are immediately available in shades of blue. Upon closer inspection, the finish on the Sonata reminds them more of Duke Bleu Devil blue than UK blue. They'd both rather learn to work a stick shift than drive a Duke-blue car, so they rule out the Sonata. Fortunately, both the Malibu and the Camry have automatic transmissions. The highway EPA rating for the Malibu is 35 m.p.g. highway and 23 m.p.g. city; the Camry's rating is 35 m.p.g. highway and 25 m.p.g. city. Both the Malibu and the Camry have power windows/door locks and keyless remote entry. Scott and Cassie check the rear seat of each car for comfort and available leg room, and find that the Malibu is a little more spacious. When they have to drive Scott's mom somewhere, they know she'll complain less about being in the backseat of the Malibu. They buy the Malibu. The author of your primary textbook (i.e., Solomon) would say that Scott and Cassie have used a __________ decision rule.

lexicographic

"A __________ recognizes that people sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time, and how they choose to spend their disposable income" (Solomon cites Zablocki and Kanter, 1976).

lifestyle marketing perspective

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

looking glass self

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

mass customization; product

Psychoanalyst Ernest Dichter is credited as a pioneer of __________, a method that relies on lengthy "depth interviews" to uncover consumers' beneath-the-surface purchase motives.

motivational research

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

multiple selves

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

node; proposition; schema

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

object

The most widely recognized approach to measuring personality traits is the Neo-Personality Inventory, also known as the Big Five. The dimensions of the Big Five are conscientiousness, extraversion, agreeableness, neuroticism, and __________.

openness to experience

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

operant conditioning, with a variable-ratio reinforcement schedule

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

perception

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

pop-culture

"The greater the number of people who find any idea correct, the more a given individual will perceive the idea to be correct." This statement by Cialdini summarizes the __________.

principle of social proof

Kylie Riley is shopping for a new car. When she visits her local Honda dealership, salesman Ross Gauss engages her in conversation. After finding out that Kylie is a senior at the University of Kentucky, Ross guides her to a 2020 Honda Civic Sport and says to her, "Six seniors at UK have come in to buy new cars this month, and every one of them has chosen this model. It's perfect for you!" Cialdini would say that Ross is making use of the __________.

principle of social proof

In the five-stage cognitive decision-making process, as it is presented by the author of your textbook, a customer enters the __________ stage because of a significant difference between that consumer's current state and desired state.

problem recognition

In their proper sequence, the stages of a consumer's cognitive decision-making process are

problem recognition >> information search >> evaluation of alternatives >> product choice >> outcomes

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

product involvement

The author of your primary textbook (Solomon) introduces the Elaboration Likelihood Model (ELM) of persuasion. This model predicts that a consumer will follow the central route if that consumer's involvement with the __________ is high.

product message

The author of your primary textbook (i.e., Solomon) explains __________ as "the use of psychological, sociological, and anthropological factors . . . to determine how the market is segmented by the propensity of groups within the market—and their reasons—to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium."

psychographics

From The Wall Street Journal (November 25, 2011): A woman shot pepper spray to keep shoppers from merchandise she wanted during a Black Friday sale, and 20 people suffered minor injuries, authorities said. The incident occurred shortly after 10:20 p.m. Thursday in a crowded Los Angeles-area Walmart as shoppers hungry for deals were let inside the store. Police said the suspect shot the pepper spray when the coverings over the items she wanted were removed. "Somehow she was trying to use it to gain the upper hand," police Lt. Abel Parga told The Associated Press early Friday. He said she was apparently determined to buy a particular electronic item, and used the pepper spray to keep other shoppers at bay. If Cialdini were asked to comment on the psychological underpinnings of this aggressive shopper's regrettable behavior, he would most likely say that it is explained by __________.

psychological reactance theory

The Seven Categories of Marketing Activities, in their proper sequence, are market delineation, __________, product adjustment, distribution, communication, the purchase transaction, and post transaction.

purchase motivation

The mathematical study of waiting in lines is called __________.

queuing theory

To define __________, the author of your primary textbook (i.e., Solomon) cites Park and Lessig (1977): "an actual or imaginary individual or group conceived of [as] having significant relevance upon an individual's evaluations, aspirations, or behavior."

reference group

Which of the following is not matched with the proper definition or label? reality engineering = when marketers appropriate elements of pop culture and use them as promotional vehicles objectification = attributing sacred qualities to mundane items sacralization = when objects we associate with sacred events or people become sacred in their own right cooptation = transformation of a cultural object's original meaning, perpetrated by outsiders desacralization = removing a sacred item or symbol from its special place, or duplicating that item in mass quantities so it loses its "specialness" and becomes profane

sacralization = when objects we associate with sacred events or people become sacred in their own right

According to Cialdini, compliance professionals who use the "limited-number technique" and the "deadline tactic" are trying to use __________ as a weapon of influence.

scarcity

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

sensation

Sylvan Goldman invented the __________, which he introduced in his Humpty-Dumpty supermarket chain in _____.

shopping cart; 1937

When Corey Storey moved into his new apartment, he decided to buy a new TV. Scott went to Best Buy and looked at various Samsung, LG, Sony, and Vizio televisions. Once he had decided that he wanted a particular 65-inch Samsung model, Corey searched for a lower price online and ended up ordering that same Samsung from newegg.com.

showrooming

As the author of your primary textbook (i.e., Solomon) tells us, perceived risk influences the amount of information gathering a consumer will do before choosing a product. When we think the negative consequences of "buying the wrong one" would be particularly unpleasant (or embarrassing, or humiliating), we will usually engage in more extensive information search. The author presents five types of risk. Of these five, which type is most likely to be felt by people of low self-esteem or low self-confidence when they are shopping for items that involve "highly visible" consumption, such as clothing, jewelry, sports equipment, or automobiles?

social risk

The term digital native is used to refer to __________.

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

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

spreading activation

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

subscription boxes; situational

A __________, where people exchange clothing or other personal possessions with others, is a form of __________.

swishing party; lateral cycling

Click, whirr refers to __________.

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

When the author of your primary textbook (i.e., Solomon) speaks of the "horizontal revolution," he is talking about

the ever-increasing amount of product- and brand-related information that consumers now share with each other, usually through social media.

Let's say we buy into the theory that attitudes exist because they serve some practical purpose. If we believe this, then we also must believe that an attitude can serve any of a wide variety of purposes for the person who holds that attitude. This school of thought is referred to as __________, and it was pioneered by __________. Within this theoretical framework, if a person holds an attitude toward a product because of what the product "says about her as a person," the attitude is said to __________.

the functional theory of attitudes; Daniel Katz; perform a value-expressive function

Consumer researchers sometimes use __________ to examine how consumers link product attributes to states that they may desire, such as "an exciting life," "pleasure," "a world of peace," or "inner harmony."

the means-end chain model

"Homogamy" refers to

the tendency to marry in a social class similar to our own.

Psychological reactance appears to be the most present, and the most powerful, when people are at two particular ages: __________ and __________.

the terrible twos; teenage years

Valerie Mallory enjoys shopping. For Valerie, the most rewarding part of shopping is feeling the satisfaction of knowing she got the best deal possible on something she bought. Sometimes Valerie accomplishes her objective of getting the "best deal" by looking in more places for an item than other shoppers might think to look. At other times, Valerie gets the best deal by using her negotiating skills to talk the seller into lowering an item's price to an unusually attractive level. Either way, Valerie enjoys the whole process immensely, and she wakes up most mornings looking forward to feeling the satisfaction of knowing that she has bought something desirable at an unbelievably low price. The author of your primary textbook (i.e., Solomon) would classify Valerie's dominant shopping motive as __________.

the thrill of the hunt

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

trigger feature

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

triple bottom line

According to Cialdini, two conditions make a person especially vulnerable to the influence of social proof. They are __________ and __________.

uncertainty of the situation; similarity of others

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

unconditioned stimulus

Looking at consumer attitudes through the "lens" of the functional theory of attitudes, if a consumer holds a particular attitude because it helps him achieve pleasure and/or avoid pain, the attitude is said to serve a(n) __________ function.

utilitarian