MKT 633 Exam 3 Study Guide

A customer buying an unfamiliar product which carried a fair degree of risk would most likely engage in what type of problem solving? A) Extended problem solving B) Limited problem solving C) Habitual problem solving D) Recognition problem solving

A) Extended problem solving

Decisions driven by our emotional responses to a product are called ________. A) affective B) habitual C) cognitive D) compensatory

A) affective

Others who are present in a consumer's physical and social environment when purchases are made are called ________. A) co-consumers B) by-standers C) purchase competitors D) challengers

A) co-consumers

People often make decisions on the basis of a mental accounting. One facet of this accounting is making a decision based on the way a problem was posed. This is called ________. A) framing B) the sum-cost fallacy C) loss aversion D) positioning

A) framing

According to the ________ rule, a product with a low standing on one attribute cannot make up for this position by being better on another attribute. A) noncompensatory B) lexicographic C) elimination-by-aspects D) conjunctive

A) noncompensatory

According to ________, utility is defined in terms of gains and losses. A) prospect theory B) heuristics C) hyperopia D) Zipf's law

A) prospect theory

If a consumer admires the qualities of another person and copies his or her behaviors, the person that is copied has ________ power. A) referent B) informational C) legitimate D) coercive

A) referent

7) Sophie tells Nick about a great new restaurant. Sophie is engaged in ________. A) word-of-mouth communication B) social advertising C) group advertising D) viral advertising

A) word-of-mouth communication

What modern American ceremony would come closest in intent to a Native American potlatch? A) A baptism B) A marriage C) A university graduation D) The celebration ordered by a large company that has gained a new lucrative contract

B) A marriage

Amanda thought she had been cheated by a local car dealership. She was so upset that she created a Web site to share her story with the world. What is the most likely result of Amanda's action? A) Most readers will think that Amanda is a little nutty and ignore her Web site. B) Amanda's Web site will decrease the credibility of the dealership's ad and will influence potential buyers to stay away from the dealership. C) Even if it is read extensively, Amanda's Web site will have little effect on how people see the dealership or Amanda. D) The Web site will actually increase sales at the dealership by giving them free advertisements.

B) Amanda's Web site will decrease the credibility of the dealership's ad and will influence potential buyers to stay away from the dealership.

_______ is the conscious designing of retail space and its various dimensions to evoke certain effects in buyers. A) Pretailing B) Atmospherics C) Marketing-landscaping D) Store image

B) Atmospherics

With respect to social organization, some barnyard animals exhibit signs of a dominance-submission hierarchy. Which of the following terms best illustrates such a hierarchy? A) Dog-eat-dog B) Pecking order C) Social class D) King-of-the-hill

B) Pecking order

Phillip admires the qualities of the Sigma Chis on his college campus. Since he has decided to try and pledge this group, he begins to imitate the qualities that he perceives the group has. What type of power does the fraternity seem to be displaying with respect to Phillip and his behavior? A) Legitimate power B) Referent power C) Expert power D) Reward power

B) Referent power

Julie Morgan loves to go into Springer's Old Country Gifts. It always smells like a field of spring flowers. The lighting gives all the products a warm glow, and the mood music is just perfect for casual browsing. After her visit to the store, Julie is always in a better mood. Springer's Old Country Gifts has attracted Julie with its ________. A) store position B) atmospherics C) subliminal clues D) marketscape theme

B) atmospherics

The pressure to conform that escalates as more and more group members "cave in" is called the ________ effect. A) polarization B) bandwagon C) loafing D) homophily

B) bandwagon

A store environment that has been made to resemble a living room where customers can relax, hang out with friends, or even learn is referred to as a(n) ________. A) marketscape B) being space C) mindscape D) activity space

B) being space

Recent research on opinion leadership has called into question the traditional view that there are ________ opinion leaders, whose recommendations people see for all purchases. A) heterophilous B) generalized C) polymorphic D) monomorphic

B) generalized

We tend to marry people in a similar social class to ours. Sociologists call this ________, or assortative mating. A) hemophilia B) homogamy C) monogamy D) cultural formatting

B) homogamy

If a fireman told you to leave your apartment, you would comply because the fireman has ________ power. A) referent B) legitimate C) coercive D) reward

B) legitimate

A ________ is an economy that is driven by a fairly small group of rich people. A) democracy B) plutonomy C) monarchy D) homogany

B) plutonomy

Meagan is planning her wedding and wants everything to be just right. Because she feels overwhelmed by all of the information to sort through and the choices to make, she hires a wedding planner to make many of the decisions and purchases for her. Meagan's wedding planner is best described as a(n) ________. A) innovative communicator B) surrogate consumer C) opinion seeker D) key informant

B) surrogate consumer

Allison Chewie felt she was always pressed for time; she was feeling ________. A) time pressure B) time poverty C) psychological time D) social time

B) time poverty

The plain and simple fact is that Ralph has body odor. Worse than that, Ralph does not seem to care. Ralph's clothes are in shambles, and his personal hygiene could certainly be improved. For most people, Ralph would be in which of the following groups? A) Aspirational group B) Cohesive group C) Avoidance groups D) Deindividualization groups

C) Avoidance groups

Fred has been a farmer all his life. He inherited the family farm when he was 35, but that was twenty years ago. Due to the economy, Fred has lost the farm and has taken a manual labor job in the city to support his family. What form of mobility best describes Fred's position? A) Horizontal mobility B) Two-way stretch mobility C) Downward mobility D) Upward mobility

C) Downward mobility

________ refers to the passage of individuals from one social class to another. A) Social class B) Social affinity C) Social mobility D) Social prestige

C) Social mobility

Wynona was impulsive. Her friends accused her of being calculating, but she thought of herself as simply an analytical thinker. She wanted what she wanted and tomorrow could take care of itself. Researchers would classify her as being a hedonic variety-seeker. Which of the following time metaphors would best capture Wynona's perspective of time? A) Time is a pressure cooker. B) Time is a map. C) Time is a feast. D) Time is a mirror.

C) Time is a feast.

Anna is a millionaire but she is constantly stressed and unhappy despite her wealth, Anna is experiencing ________. A) burnout B) class warfare C) affluenza D) cosmopolitanism

C) affluenza

Dimensions we use to judge the merits of competing options are called ________. A) rational factors B) attributes C) evaluative criteria D) emotional factors

C) evaluative criteria

A mental or problem-solving shortcut to make a decision is called a(n) ________. A) determinant B) detail rule C) heuristic D) experience rule

C) heuristic

Margaret stayed on top of what was happening in the marketplace, but she was not necessarily the first to purchase items when they first came out. Margaret would be classified as a(n) ________. A) opinion leader B) innovator C) market maven D) market analyst

C) market maven

A group composed of people that the consumer actually knows is called a(n) ________ reference group. A) aspirational B) tribal C) membership D) networked

C) membership

Chen Lo uses a decision rule that says "Only buy well-known brand names" when selecting a set of golf clubs. He does not look at price, the store, or even discounts when purchasing clubs. Chen Lo's purchasing pattern is an example of a consumer using a ________. A) habit decision rule B) compensatory rule C) noncompensatory rule D) conjunctive rule

C) noncompensatory rule

A(n) ________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior. A) opinion group B) demographic group C) reference group D) focus group

C) reference group

A member of ________ has recently gained personal wealth and may experience status anxiety. Such individuals may try to display symbols of their success to make up for an internal lack of assurance about the "correct" way to behave. A) an old money family B) the taste culture C) the nouveau riche D) the mass class

C) the nouveau riche

SRBI Consulting Business Intelligence divides consumers into which of the following groups? A) Luxury is functional B) Luxury is a reward C) Luxury is indulgence D) All of the above

D) All of the above

Which of the following is a new kind of avoidance group that has grown in popularity through the Web? A) Virtual communities of consumption B) Virtual worlds C) Consumer tribes D) Anti-brand communities

D) Anti-brand communities

A coupon-dispensing machine in a grocery aisle and an employee handing out free samples of a new product are both examples of ________. A) pretailing B) retail theming C) shopping orientations D) POP stimuli

D) POP stimuli

________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired state. A) Information search B) Evaluating alternatives C) Evaluating of evoked set D) Problem recognition

D) Problem recognition

Latrell finds that every time he goes to select athletic shoes he always buys the same brand. In fact, he doesn't even remember trying on any of the other competitive brands even though some of these brands have attractive styles and prices. Latrell's purchase decision process has become one of less and less effort. Latrell's decision process in an example of ________. A) cognitive dissonance B) brand loyalty C) ineptness D) inertia

D) inertia

Jim is considered a part of the upper middle class, while Marcos is considered part of the lower upper class. Jim and Marcos have been identified in terms of ________. A) cultural capital B) occupational prestige C) social rank D) social class

D) social class