MKT201_chap3, MKT 3411 chpt 4

b

) A(n) ________ approach assumes that very specific product attributes are linked at levels of increasing abstraction to terminal values. A) abstract model B) means-end chain model C) instrumental value D) List of Values

c

) The way a culture arranges values in order of importance is referred to as ________. A) a differential value set B) an acculturated importance set C) a value system D) enculturation

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

A

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

A

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

A

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

A

Melissa knows that when she goes to the dentist she must make an appointment, show up on time, bring proof of insurance, and have her teeth cleaned before any other dental services will be performed. With respect to her visit to the dentist, Melissa has learned a schema known as a ________. A) service script B) punishment avoidance technique C) competitive distinction process D) maturation process

A

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

A

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

A

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

A

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

A

______ involves a process of acquiring information and storing it over time so that it will be available when needed. A) Memory B) Recognition C) Comprehension D) Attention

A

________ learning occurs when people watch the actions of others and note the reinforcements they receive for their behaviors. A) Observational B) Encoding C) Retrieval D) Masked

A

d

A ________ is a belief that some condition is preferable to its opposite. A) need B) want C) goal D) value

c

A consumer who values possessions for their status and appearance-related meanings would most accurately be called a(n) ________. A) environmentalist B) ethicist C) materialist D) capitalist

c

A religious person who has taken a vow of celibacy would not necessarily agree that physiological needs must be satisfied before self-actualization needs are addressed. What does this example say about Maslow's hierarchy of needs? A) The theory is wrong. B) The theory is accurate for higher needs, but doesn't seem to account well for more basic needs. C) The hierarchy is often culture-bound. D) Psychogenic needs overwhelm biogenic needs.

b

According to Maslow's hierarchy of needs, the lowest order (e.g., most basic) of needs is ________. A) safety B) physiological C) belongingness D) esteem

c

An etic perspective on culture is best described as ________. A) experiential B) sentimental C) objective D) subjective

c

An individual with a high need for ________ would be most likely to place a premium on products and services that signify success. A) affiliation B) control C) achievement D) uniqueness

26) ________ memories relate to events that are personally relevant; therefore, a person's motivation to retain these memories will likely be strong. A) Sensory B) Episodic C) Primary D) Elaborative

B

A woman no longer receives compliments on the perfume that she wears. In learning terms, the stimulus-response connection has weakened. Which of the following processes explains what has occurred to the woman in the example? A) negative reinforcement B) extinction C) punishment stimulation D) coercion

B

According to the definition of learning, how could a researcher ever show that cognitive learning had taken place in a subject? A) only by asking the subject if he or she had learned something B) by measuring a behavioral change that could directly be tied to a previous experience C) by measuring the brainwave pattern of the subject D) by relying upon an intuitive feel for the amount of learning the subject had experienced

B

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

B

Behavioral learning theorists do not focus on internal thought processes; rather, they look to external evidence to study learning. What aspects of the environment are of most concern to behaviorists in studying learning? A) energy and work B) stimulus and response C) thought and memory D) sensation and perception

B

Clearly, forgetting is a big problem for marketers with respect to messages and communications sent to consumers. Memories of products are often replaced (forgotten) as we learn additional information. This displacement of information is called ________. A) the cueing effect B) interference C) brain cell decay D) recall adjustment

B

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

B

If a woman gets compliments after wearing Obsession perfume, she is more likely to keep buying the product and wearing it. What type of instrumental conditioning has occurred in the situation? A) neutral reinforcement B) positive reinforcement C) negative reinforcement D) symbolic reinforcement

B

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

B

John wants to teach his dog to do tricks such as "sit up," "roll over," and "fetch a stick." By systematically rewarding his dog for responding in the correct way, John is able to accomplish great progress over a 30-day period. John was able to teach his dog using which of the following learning processes? A) classical conditioning B) instrumental conditioning C) stimulation conditioning D) extinction conditioning

B

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

B

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

B

_______ memory permits temporary storage of information we receive from our senses. A) Short-term B) Sensory C) Cognitive D) Working

B

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

B

d

Bill has a toothache, and he wants the tooth to stop hurting. However, he has always been afraid to go to a dentist. What type of motivational conflict is Bill experiencing? A) a core-secondary conflict B) an approach-approach conflict C) an avoidance-avoidance conflict D) an approach-avoidance conflict

a

Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the movie Top Gun, Bret bought pilot's sunglasses and even gave himself a "call sign"—Snake. Bret's fantasies or emotional responses are called ________ needs. A) hedonic B) utilitarian C) biological D) biogenic

2) Much learning takes effort and time, but some learning is so casual as to be unintentional. This type of learning is referred to as ________ learning. A) stage one B) subliminal C) incidental D) evoked

C

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

C

According to the theory of classical conditioning, ________ should be encouraged when marketing an old, established product. A) stimulus generalization B) look-alike packaging C) stimulus discrimination D) extinction

C

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

C

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

C

In instrumental conditioning, what is the distinction between negative reinforcement and punishment? A) There is no difference. They are two words for the same thing. B) Negative reinforcement can occur when a stimulus is positive, and punishment occurs when a stimulus is painful. C) Negative reinforcement occurs when a negative outcome is avoided, while punishment is a negative outcome in response to an action. D) Negative reinforcement creates a preference for negative results, while punishment teaches people to avoid negative results.

C

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

C

On her first visit to China, Jane did not know how to pay for the produce she had selected at a market. She watched several Chinese women pay for their selections and then Jane copied their behavior. This is an example of a practice known as ________. A) motivated learning B) retrieval learning C) modeling D) global conditioning

C

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

C

Stimulus generalization refers to ________. A) the tendency for stimuli to be similar in nature B) the fact that most conditioned stimuli are similar to unconditioned stimuli C) the tendency of stimuli similar to a conditioned stimulus (CS) to evoke similar, conditioned responses D) the tendency for extinction to occur when an unconditioned stimulus does not follow a stimulus similar to a conditioned stimulus

C

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

C

What type of learning theory emphasizes that people are problem solvers who actively use information from the world around them to master their environment? A) instrumental conditioning B) classical conditioning C) cognitive learning D) operant conditioning

C

With respect to pictorial versus verbal cues, is one picture worth a thousand words? What does available data tell us? A) Verbal and pictorial cues are basically equal. B) Verbal cues are stronger over time. C) We are more likely to recognize information presented in picture form at a later time. D) No conclusions can be drawn with respect to this issue.

C

a

Consumption at the extreme low end of the involvement continuum is characterized by ________, when decisions are made out of habit. A) inertia B) flow C) formation D) actualization

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

D

A customer who learns that two products are different even though the packages of both products look similar has learned ________. A) masked branding B) brand equity C) stimulus generalization D) stimulus discrimination

D

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

D

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

D

Frank is sitting in his Psychology 101 class listening to his professor attempt to explain the "black box" process and its connection with learning. He suddenly smells the aroma of fresh cinnamon rolls and his mouth begins to water. He looks around and sees a student in the last row bite into a big, juicy roll. "I wish I were sitting next to him," Frank thinks, "because I know I could steal a bite." What Frank just went through in class was similar to the "black box" process being described by his professor. This process is most closely associated with which of the following learning methods? A) incidental learning B) Gestalt learning C) cognitive learning D) behavioral learning

D

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

D

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

D

Recently, Miller Brewing Co. wanted to try a new approach to reach consumers who had previously been uninterested in Miller products. It created a dummy company called Plank Road Brewery when it launched its Icehouse and Red Dog beers. Consumers who purchased these products never knew that they were really part of Miller's product line. This strategy is called ________ branding. A) dual B) piggyback C) deceptive D) masked

D

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

D

The ________ refers to the tendency people have to react to stimuli similar to an original stimulus in a classical conditioning situation in much the same way they responded to the original stimulus. A) masking illusion B) competitive blurring C) cueing effect D) halo effect

D

The popular marketing technique known as ________ marketing applies the principles of instrumental conditioning by reinforcing regular purchases; consumers are given rewards with values that increase along with the amount purchased. A) rebate B) discount C) reward D) frequency

D

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

D

b

Early work on motivation ascribed behavior to ________, a view that is now largely discredited. A) economics B) instinct C) psychogenics D) cognitive factors

b

Franz Schmidt is a German teenager. His father was recently transferred to Tokyo, Japan. Franz realizes that he will have to make a big adjustment to be successful in this new environment. As Franz and his family make an adjustment to the Japanese culture, they will go through a learning process called ________. A) enculturation B) acculturation C) laddering D) globalization

b

Freelancers and fans film their own commercials for their favorite products and post them on Web sites. This is referred to as ________. A) mass customization marketing B) consumer-generated content C) performance marketing D) mobile marketing

b

Goals can be considered positive or negative. This is an expression of a goal's ________. A) direction B) valence C) strength D) dissonance

c

In a speech at a research conference, a computer expert stated that shopping centers would become obsolete in the future. He believed that because everything could be bought online and delivered directly to the home of a customer, there would be no need for physical shopping areas in the future. A psychologist who spoke next disagreed and stated that this concept of the future violated a basic human need. What need did the computer expert ignore, according to the psychologist? A) need for power B) need for uniqueness C) need for affiliation D) need for safety

d

In its advertising, an automobile company emphasizes such qualities as high miles per gallon of gasoline, an excellent rating in safety, and high resale value of its product. The company is trying to appeal to which of the following consumer needs? A) sentiment needs B) biogenic needs C) hedonic needs D) utilitarian needs

d

In the motivation process, the desired end state is the consumer's ________. A) drive B) need state C) benefit D) goal

c

Jake feels a hunger growing in his stomach. The more he feels the hunger, the more he wishes lunchtime would hurry and arrive. He is already planning what he will eat and how good it will taste. Which of the following processes most accurately identifies what Jake is feeling? A) the goal process B) the directionality process C) the motivation process D) the involvement process

a

Jeff's favorite quote is "He who dies with the most toys, wins". If Jeff really thinks like this, he is expressing a concept known as ________. A) materialism B) realism C) egotism D) relativism

c

Jill was planning on traveling over spring break, but she didn't want to spend a lot of money on the airfare. Even though it took more time, she went online to get tickets instead of going to a travel agent. What theory of motivation best explains Jill's behavior? A) drive theory B) instinct theory C) expectancy theory D) sentiment theory

c

Joe was told by his mother that he needed to get a gift for his aunt's birthday. He had only met his aunt once before and hardly knew her. Joe was walking through a mall and saw a candy specialty store. He entered and looked at the selection without much interest. He was about to select a box of chocolates for his aunt simply because it was cheap when he remembered that his new girlfriend Julie loved chocolate. Joe really liked Julie. He began to inspect each box of chocolates carefully, trying to find evidence of quality. Which type of involvement explains Joe's change of behavior? A) product involvement B) price involvement C) purchase situation involvement D) message involvement

a

Lindsay believed that customers would come to view her new resort hotel with high personal involvement because it was a quality property with an excellent view. Instead, she found that many of her customers came to the hotel only when she offered special price discounts. What aspect of consumer involvement had Lindsay ignored? A) Lindsay forgot that consumer involvement includes personal factors and situational factors as well as object factors. B) Lindsay forgot that most consumers are apathetic about travel, irrespective of the quality of facilities at their travel destinations. C) Lindsay forgot that consumer involvement is primarily a function of price; other factors such as quality are relatively unimportant. D) Lindsay forgot that consumer involvement develops only over long periods of time, and most tourists simply don't have the time to become involved consumers.

a

Mary Chen is torn between going home for the holidays to visit her parents in China or going on a skiing trip with friends from college. Mary would love to be able to do both. Which of the following motivational conflicts will Mary most likely experience as she makes her decision? A) an approach-approach conflict B) an approach-avoidance conflict C) an avoidance-avoidance conflict D) an orientation conflict

d

People all over the world share the ideal of a material lifestyle and value well-known transnational brands that symbolize prosperity. This trend is part of a(n) ________. A) creolization B) hedonic adaptation C) narrative transportation D) globalized consumption ethic

b

Person, object, and situational factors are the three types of influences that determine a person's level of ________. A) enculturation B) involvement C) values D) needs

b

Power distance, individualism, and uncertainty avoidance are some of the values measured by ________. A) the Rokeach Value Survey B) Hofstede's Cultural Dimensions C) Maslow's Hierarchy of Needs D) the List of Values Scale

c

Products and services can be made and sold across international borders. A product marketed by focusing on the variations across cultures is marketed according to a(n) ________ perspective. A) etonic B) etic C) emic D) generic

b

Sally loved global brands. She saw them as quality products that held the "romance" of the country of origin. She never really took the time to research the companies that produced them and knew very little about the production or distribution processes of the brands. Sally would fit into which major segment for global consumers? A) global citizens B) global dreamers C) antiglobals D) global agnostics

b

Seth Hernandez is sitting in a class that precedes lunch. His stomach begins to rumble and grumble. Instead of thinking about the day's lecture, Seth begins to think about lunch and his choice of places to eat. He even begins to narrow down the selection of foods that he might want for lunch. Seth is focusing on biological needs that are at present unfulfilled and have produced what might be thought of as an unpleasant state of arousal. Which of the following theories best describes Seth's experience? A) fact-and-find theory B) drive theory C) emotional theory D) cognitive theory

a

The ________ is a scale used to measure terminal and instrumental values. A) Rokeach Value Survey B) Means-End Chain Model C) Hierarchy of Needs D) List of Values Scale

b

The local Harley-Davidson motorcycle outlet has special events on Saturday mornings. Vintage bikes are shown, food is served, and some people travel more than 100 miles on their Harleys to be there almost every Saturday morning. The motorcycle outlet's marketing approach is successful because Harley-Davidson has become a ________ product. A) fuzzy B) cult C) consumer-generated D) LOHAS

d

The process of learning the beliefs and behaviors endorsed by one's own culture is called ________. A) acculturation B) accumulation C) creolization D) enculturation

d

The segment of consumers called LOHAS is most closely associated with the value of ________. A) cosmopolitanism B) hedonism C) materialism D) conscientious consumerism

c

Vanna is anxiously watching the jeweler appraise the engagement ring that Chad recently gave her. She knows that it might not be proper to go behind Chad's back and have the ring appraised, but she wants to insure it (and she really wants to know just "how much" Chad loves her). Attaching abstract values such as love to concrete attributes such as size and clarity of the stone is a process called ________. A) escalating value B) sentiment analysis C) laddering D) disassociation

b

What theory of motivation is related to the idea that customers desire a state of balance called homeostasis? A) instinct theory B) drive theory C) expectancy theory D) need theory

a

What type of conflict exists when we desire a goal but wish to avoid it at the same time? A) approach-avoidance conflict B) approach-approach conflict C) avoidance-avoidance conflict D) direction-valence conflict

a

When Christians adopted the winter solstice festival as their celebration of the birth of Jesus, they integrated a foreign influence and assigned it new meaning. This process is called ________. A) creolization B) hedonic adaptation C) narrative transportation D) globalized consumption

d

When a need is aroused that the consumer wishes to satisfy, the ________ process has been activated. A) goals B) need C) desire D) motivation

a

When a woman buys expensive jewelry, which of the following needs is most likely being expressed? A) hedonic B) utilitarian C) rational D) biogenic

a

Whether a consumer's need is utilitarian or hedonic, the ________ it creates determines the urgency the consumer feels to reduce it. A) magnitude of the tension B) direction of the tension C) expectancy D) reinforcement

d

Which of the following IS NOT a biogenic need? A) the need for food B) the need for shelter C) the need for water D) the need for achievement

a

Which of the following is characterized by a sense of playfulness, a distorted sense of time, and mental enjoyment of the activity for its own sake? A) flow state B) homeostasis C) cognitive dissonance D) inertia

c

Which of the following is the best illustration of a terminal value? A) ambition B) cheerfulness C) family security D) cleanliness

d

Which of the following needs from Maslow's Hierarchy is addressed by the U.S. Army's advertising slogan "Be all you can be"? A) safety needs B) belongingness needs C) ego needs D) self-actualization needs

b

Which of the following scholars is given credit for developing the ideas that serve as the basis for a number of personality tests, including the Thematic Appreciation Test? A) McClelland B) Murray C) Maslow D) Herzberg

b

Why are approach-approach conflicts likely to create more cognitive dissonance than approach-avoidance conflicts? A) Approach-avoidance conflicts result when the positive alternative simply overwhelms the negative, thus no cognitive dissonance exists under this condition. B) Approach-approach conflicts result when both alternatives are positive. The selection of one requires the rejection of another, which creates a need for a cognitive explanation of why one positive choice was not selected. C) Approach-avoidance conflicts create inertia, thus past habits are employed without the need to resolve the cognitive inconsistencies. D) Approach-approach conflicts are very confusing to resolve intellectually, but approach-avoidance conflicts are typically simply resolved through behavioral aspects of reinforcement learning.

c

________ is based on the premise that people have a need for order and consistency in their lives and that a state of tension exists when beliefs or behaviors conflict with one another. A) Expectancy theory B) Value theory C) The theory of cognitive dissonance D) Choice theory

c

________ refers to the process that causes people to behave as they do. A) Sentiment B) Acculturation C) Motivation D) Consumerism

c

________ suggests that expectations of achieving desirable outcomes—positive incentives—rather than being pushed from within motivate our behavior. A) The theory of cognitive dissonance B) Gestalt theory C) Expectancy theory D) Homeostasis