MKT Chap 11-13
Duane is attempting to determine consumers' attitudes toward his restaurant by asking them their beliefs about how his restaurant performs on several attributes, such as price, ambience, quality of the food, and friendliness of service. Consumers can rate his restaurant with a score of 1 to 7 for each of these attributes, with 7 being the highest. Duane adds up the scores to see how he performs, using the assumption that a higher total is better. At a basic level, which type of model is Duane using? a) multiattribute attitude model b) cognitive assessment model c) belief assessment model d) summation model e) attribute heuristic model
a) multiattribute attitude model
An experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of joy and self-fulfillment is known as a(n) _____. a) peak experience b) defining moment c) ultimate experience d) ideal experience e) intense experience
a) peak experience
What is the most common measurement approach to measuring self-concept? a) semantic differential b) Likert items c) 100-point constant-sum scale d) nominal variables e) open-ended questions
a) semantic differential
Which segment of Experian online shoppers is driven by the desire for new technology as a means for improving all aspects of life? a) Minimalists b) Wizards c) Journeymen d) Apprentices e) Novices
b) Wizards
Bob is a consumer that strives for a clear social position and is strongly influenced by the actions, approval, and opinions of others. He drives an expensive automobile, and only buys brands of clothing that are considered "status symbols." Which primary motivation is driving Bob's behavior? a) ideals motivation b) achievement motivation c) self-expression motivation d) realist motivation e) focused motivation
b) achievement motivation
Consumers driven by which primary motivation strive for a clear social position, are strongly influenced by the actions, approval, and opinions of others, and tend to purchase status symbols? a) ideals motivation b) achievement motivation c) self-expression motivation d) realist motivation e) focused motivation
b) achievement motivation
Attitude components tend to be _____. a) inconsistent b) consistent c) irregular d) disparate e) none of the above
b) consistent
Which of the following is used to understand a consumer's cognitive component of attitude? a) attribution theory b) cognitive dissonance theory c) multiattribute attitude model d) attitude consistency theory e) attitude perception model
c) multiattribute attitude model
Carmen was participating in a psychographic study, and several questions pertained to activities and interests. Questions regarding this aspect of lifestyle include which of the following? a) evaluative statements about other people, places, ideas, products, and so forth b) widely held beliefs about what is acceptable or desirable c) nonoccupational behaviors to which consumers devote time and effort, such as hobbies, sports, public service, and church d) age, education, income, occupation, family structure, ethnic background, gender, and geographic location e) specific media the consumers utilize
c) nonoccupational behaviors to which consumers devote time and effort, such as hobbies, sports, public service, and church
Which of the following is a VALS segment of consumers? a) Traditionalists b) Minimalists c) Blue Blood Estates d) Believers e) Enthusiasts
d) Believers
An approach to measuring the importance of attitude components that requires consumers to allocate 100 points among the components such that the distribution of the points reflects the relative importance of the component is _____. a) perceptual mapping b) the Likert scale c) the semantic differential scale d) the rank-order scale e) none of the above
e) none of the above
When considering consumers' ideal levels of performance on attributes when using a multiattribute attitude model, which attitude index is best? a) 0 b) 25 c) 50 d) 100 e) over 100
a) 0
Jonathon is a career-oriented person who feels in control of his life. He values consensus, predictability, and stability over risk, intimacy, and self-discovery. Convenience and time-saving products and services are important to him and his family due to their hectic lifestyle. To which VALS segment does Jonathon belong? a) Achievers b) Makers c) Believers d) Experiencers e) Innovators
a) Achievers
Which global elite luxury segment loves prestige brands? a) Conspicuous consumers b) Information seekers c) Sensation seekers d) Utilitarian consumers e) Blue bloods
a) Conspicuous consumers
Which of the following is one of the shopping lifestyle segments based on consumer shopping motives? a) Enthusiasts b) Junkies c) Proud Patrons d) Fantasists e) all of the above
a) Enthusiasts
Graham is a college student who is impulsive and somewhat rebellious. He seeks out variety and excitement, usually looking for something new, offbeat, and risky. Even though he was old enough, he didn't vote in the last presidential election and is not very interested in world events. To which VALS segment does Graham belong? a) Experiencers b) Strivers c) Survivors d) Makers e) Believers
a) Experiencers
The totality of the individual's thoughts and feelings having reference to himself or herself as an object is known as _____. a) Self-concept b) Lifestyle c) Self-profile d) Personal space e) Ideal-self
a) Self-concept
With respect to the specific lifestyle scheme developed by Porsche, which segment of consumers is ambitious and driven, values power and control, and expects to be noticed? a) Top Guns b) Elitists c) Proud Patrons d) Bon Vivants e) Fantasists
a) Top Guns
Which technology segment is characterized by the statement "technology is life"? These folks are enthusiastic and adventurous users of new technology. a) Wizards b) Journeymen c) Apprentices d) Novices e) Enthusiasts
a) Wizards
Renee sat down and did some serious soul searching. She wanted to understand her perception of her self-concept of who she is now. Renee is searching for her _____. a) actual self-concept b) ideal self-concept c) private self-concept d) social self-concept e) present self-concept
a) actual self-concept
Which dimension of self-concept refers to the individual's perception of who I am now? a) actual self-concept b) ideal self-concept c) private self-concept d) social self-concept e) present self-concept
a) actual self-concept
Nike has several models of athletic shoes, and most have high functionality. However, several models are also sleek looking and can actually make a fashion statement for the wearer as well as performing the functional aspects of the product. By going beyond the cognitive associations of functionality and attempting to tap consumers' affective reactions, Nike and other marketers are developing products with _____. a) aesthetic appeal b) aspirational appeal c) benefit appeal d) social appeal e) personality appeal
a) aesthetic appeal
Individuals with independent self-concepts tend to be _____. a) autonomous b) holistic c) connected d) obedient e) all of the above
a) autonomous
Why are the SAM and adSAM measures effective across cultures? a) because the pictorial representations don't require translation or alteration b) because the numerical representations don't require translation or alteration c) because they are based on emotions d) because they are based on attitudes e) because the musical representations do not include lyrics
a) because the pictorial representations don't require translation or alteration
In the VALS typology, which primary motivation is characteristic of consumers guided in their choices by their beliefs and principles rather than by feelings or desire for social approval? a) ideals motivation b) achievement motivation c) self-expression motivation d) realist motivation e) focused motivation
a) ideals motivation
Pamela is a consumer that is guided in her choices by her beliefs and principles rather than by feelings or desire for social approval. She tends to purchase products based on functionality and reliability. Which primary motive is guiding Pamela's behavior? a) ideals motivation b) achievement motivation c) self-expression motivation d) realist motivation e) focused motivation
a) ideals motivation
Individuals with which type of self-concept are more likely to seek adventure and excitement through travel, sports, and entertainment, to be opinion leaders, and to prefer magazines over TV? a) independents b) interdependents c) self-monitors d) idealists e) Doers
a) independents
A market researcher asked Adam to place an "X" on one of the seven spaces that are placed between several sets of adjectives that best represents how he sees himself on those two opposite adjectives. This is the most common approach to measuring self-concept and is known as _____. a) semantic differentials b) Likert items c) a 100-point constant-sum scale d) nominal variables e) open-ended questions
a) semantic differentials
Dr. Rosenfeld is the doctor on Sunday House Call, a Sunday morning health program on the Fox News channel. Dr. Rosenfeld is highly esteemed in his field and provides up-to-date medical information for viewers. Sometimes he recommends specific products, and Valerie, a regular viewer of the program, trusts what he says or recommends because he doesn't seem to have an apparent motive to mislead viewers. Which characteristic does Dr. Rosenfeld possess? a) source credibility b) source derogation c) source experience d) source likeability e) source attractiveness
a) source credibility
Advertisements and packages for Kellogg's Smart Start breakfast cereal include the seal of the American Heart Association, indicating that it is a hearty-healthy choice. This seal can influence consumers to purchase this brand because the American Heart Association has a reputation of trustworthiness and expertise. The seal appearing on packages and in advertisements represents a _____. a) third-party endorsement b) testimonial c) two-sided message d) sponsorship e) message frame
a) third-party endorsement
The source of a communication represents _____. a) "how" a message is communicated b) "who" delivers the message c) the "what" of the message d) the "when" of the message e) the "where" of the message
b) "who" delivers the message
Which of the following statements adequately reflects the concept of attitude component consistency? a) All three attitude components do not change over time. b) A change in one attitude component tends to produce related changes in the other components. c) The three attitude components operate independently from each other, so a change in one component does not necessarily mean the others will change. d) All three attitude components are equal in their influence on one's attitude. e) Each component is equally important regardless of the situation.
b) A change in one attitude component tends to produce related changes in the other components.
The extent to which an individual includes important brands as part of their self-concepts is known as (the) _____. a) Acquisition effect b) Brand engagement c) Materialistic effect d) Endowment effect e) Evaluation effect
b) Brand engagement
What is the premise underlying geo-demographic analyses? a) Age is the primary factor influencing lifestyle. b) Lifestyle, and thus consumption, is largely driven by demographic factors. c) Lifestyle, and thus consumption, is largely driven by education. d) Lifestyle cannot be measured, that is why geographic and demographic variables are analyzed. e) Lifestyle, and thus consumption, is based on primary motivations and resources.
b) Lifestyle, and thus consumption, is largely driven by demographic factors.
_____ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms. a) Message sidedness b) Message framing c) Benefit segmentation d) Positive/negative message e) Priming
b) Message framing
Which VALS segment of consumers is style conscious and trendy, has limited education, narrow interests, and money defines success for them? a) Experiencers b) Strivers c) Survivors d) Makers e) Believers
b) Strivers
Which of the following statements is FALSE regarding self-concept and culture? a) The self-concept is important in all cultures. b) Those aspects of the self that are most valued and most influence consumption and other behaviors do not vary across cultures. c) An independent construal of the self is based on the predominant Western cultural belief that individuals are inherently separate. d) An interdependent construal of the self is based on the common Asian cultural belief in the fundamental connectedness of human beings. e) all of the above are true
b) Those aspects of the self that are most valued and most influence consumption and other behaviors do not vary across cultures.
The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant by changing the affective component of their attitude. Which of the following is an appropriate approach to achieve this objective? a) Change consumers' beliefs about attributes of his restaurant. b) Use positive music in their advertisements so that over time consumers will transfer the positive affect associated with the music to the restaurant. c) Convince consumers that an attribute for which this restaurant is strong is more important than other attributes consumers consider for this product category. d) Inform consumers that delivery is now available. e) Offer coupons to get consumers to visit the restaurant.
b) Use positive music in their advertisements so that over time consumers will transfer the positive affect associated with the music to the restaurant.
Which of the following is true regarding value-expressive versus utilitarian appeals? a) Utilitarian appeals attempt to build a personality for the product or create an image of the product user. b) Utilitarian appeals are most effective for functional products. c) Products serve either a utilitarian purpose or a value-expressive purpose but not both. d) For value-expressive products, banner ads on Web sites serve primarily to transport consumers to the more detailed target ads or sites. e) all of the above
b) Utilitarian appeals are most effective for functional products.
Janice and her mother were visiting an art gallery, and they were looking at modern art. When they came to one painting, Janice said, "I like that." When her mother asked her why she liked it, all she could say was, "I don't know, I just like it." Which component of attitude does this represent? a) cognitive b) affective c) behavioral d) latent e) Manifest
b) affective
SAM (Self-Assessment Manikin) is used to assess which component of attitude? a) cognitive b) affective c) behavioral d) orientation e) Personality
b) affective
Mitch likes Toyota automobiles because he thinks they have the highest reliability of all automobiles. His belief about Toyota's reliability represents which component of Mitch's attitude? a) affective b) cognitive c) factual d) behavioral e) Utilitarian
b) cognitive
Which component of attitudes consists of a consumer's beliefs about an object? a) affective b) cognitive c) factual d) behavioral e) Utilitarian
b) cognitive
_____ is the first strategy a loyal consumer uses when their favorite brand is attacked with negative information. a) avoiding b) discrediting c) discounting d) containment e) Skipping
b) discrediting
Carla and her family lost their home and everything in it in to a fire. People would console her by saying that at least her family was not harmed and that everything else can be replaced. She would reply, "I know it was just stuff, but it was our stuff and was special to us." This is reflecting Carla's _____. a) self-concept b) extended self c) past self d) ideal self e) personal self
b) extended self
Charles was examining his perception of himself as whom he would like to be. Charles is examining his _____. a) actual self-concept b) ideal self-concept c) private self-concept d) social self-concept e) present self-concept
b) ideal self-concept
Which dimension of self-concept refers to the individual's perception of who I would like to be? a) actual self-concept b) ideal self-concept c) private self-concept d) social self-concept e) future self-concept
b) ideal self-concept
Individuals with which type of self-concept are more likely to engage in home and domestic-related activities and entertainment including cooking at home and from scratch? a) independents b) interdependents c) self-monitors d) idealists e) Doers
b) interdependents
Toyota offers a hybrid version of its popular Highlander mid-sized SUV. The advertising for this car features the positive benefits of owning a hybrid, but it fails to mention that the Hybrid is considerably more expensive than the conventional version of the model. This is an example of a(n) _____. a) biased message b) one-sided message c) two-sided message d) positive appeal e) comparative ad
b) one-sided message
Advertisements or sales messages in which only one point of view is expressed are referred to as _____. a) biased messages b) one-sided messages c) two-sided messages d) utilitarian appeals e) noncomparative ads
b) one-sided messages
Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert? a) third-party endorsement b) sponsorship c) celebrity endorsement d) source credibility e) two-sided message
b) sponsorship
Janice is a 48-year-old married woman who uses technology as a major source of information and shopping. She has a DVD drive on her computer and enjoys satellite radio, but would do more if she could afford it. To which technology segment does Janice belong? a) Novices b) Gatherers c) Apprentices d) Enthusiasts e) Journeymen
c) Apprentices
A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) _____. a) Belief b) Emotion c) Attitude d) Cognition e) Attribute
c) Attitude
Which of the following statement is true regarding comparative advertising? a) Comparative advertising is more effective regardless of the source. b) Comparative advertising is particularly effective for promoting established, market-share leader brands. c) Audience characteristics, especially brand loyalty associated with the sponsoring brand, are important. d) Broadcast media, particularly radio, appear to be better vehicles for comparative advertisements. e) A partially comparative ad is one in which a specific competitor is not named.
c) Audience characteristics, especially brand loyalty associated with the sponsoring brand, are important.
Which VALS segment consists of consumers that are conservative, conventional people with concrete beliefs based on traditional, established codes of family, church, community, and the nation, and are motivated by ideals? a) Achievers b) Makers c) Believers d) Experiencers e) Innovators
c) Believers
Which of the following statements is FALSE regarding humorous appeals? a) Ads built around humor appear to increase attention to the ad. b) The overall effectiveness of humor is generally increased when the humor relates to the product or brand in a meaningful way. c) Humorous ads are low risk because they tend to translate well across situations and cultures. d) Companies have been successful using humor that is only loosely tied to the product. e) Ads built around humor appear to increase liking of the ad.
c) Humorous ads are low risk because they tend to translate well across situations and cultures.
Which VALS segment of consumers is comprised of successful, sophisticated, active, take-charge people with high self-esteem and abundant resources and are driven by a mix of motivations? a) Achievers b) Makers c) Innovators d) Thinkers e) Experiencers
c) Innovators
Consumers in which technology segment are young and established, knowledgeable and confident in their use of new technology, and just a notch down from Wizards in their enthusiasm for technology? a) Seekers b) Techno-Strivers c) Journeymen d) Apprentices e) Media Junkies
c) Journeymen
Which of the following is considered an outward expression of one's self-concept a) Demographics b) Geographics c) Lifestyle d) Attitudes e) Aspirations
c) Lifestyle
_____ is how a person lives. a) Personality b) Self-concept c) Lifestyle d) Subculture e) Consumption
c) Lifestyle
Rod purchased Porsche to satisfy himself, not to impress others. He sees this car as a reward for his hard work. To which segment of Porsche owners does Rod belong? a) Top Guns b) Elitists c) Proud Patrons d) Bon Vivants e) Fantasists
c) Proud Patrons
Michelle has been told she has an eye for fashion. She is not afraid to wear brightly colored clothes with strong patterns. She doesn't need to read Vogue to know what looks good on her. Michelle belongs to the global elite ______ segment of luxury consumers. a) Conspicuous consumers b) Information seekers c) Sensation seekers d) Fashionista e) Nouveaux Riches
c) Sensation seekers
Which VALS segment of consumers lead the most constricted lives, living simply on limited incomes but are relatively satisfied? a) Experiencers b) Strivers c) Survivors d) Makers e) Believers
c) Survivors
Self-image congruity influences on brand preference and choice depend on which of the following? a) individual factors b) product factors c) situational factors d) a and b c) a, b, and c
c) a, b, and c
Feelings or emotional reactions to an object reflect the _____ component of an attitude. a) knowledge b) cognitive c) affective d) behavioral e) Orientation
c) affective
Kimberly-Clark is interested in mothers' emotional reactions to their Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in? a) knowledge b) cognitive c) affective d) behavioral e) Orientation
c) affective
Caleb learned from his parents that littering was bad, so when he sees someone doing it, he forms an unfavorable impression of that person. Caleb's learned predisposition to dislike someone who litters represents his _____. a) emotion b) personality c) attitude d) orientation e) Intelligence
c) attitude
Which component of attitude represents one's tendency to respond in a certain manner toward an object or activity? a) cognitive b) affective c) behavioral d) orientation e) Personality
c) behavioral
Marketers must promote _____ rather than _____, especially for less knowledgeable consumers and for complex products. a) features, benefits b) benefits, avoidance c) benefits, features d) features, contents e) consistency, inconsistency
c) benefits, features
A loyal consumer will often use _____ to protect their brand by reducing the importance they put on a given attribute. a) avoiding b) discrediting c) discounting d) containment e) Skipping
c) discounting
A long-running television commercial for Dial soap would show an individual in various situations with other people (e.g., car pool or elevator). This individual would join the others and look around, appearing to be in discomfort. Then a voice over would say, "Aren't you glad you used Dial...don't you wish everyone did?" Which type of appeal does this illustrate? a) one-sided message b) two-sided message c) fear appeal d) third-party endorsement e) comparative ad
c) fear appeal
Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or behaviors are not altered? a) one-sided message b) two-sided message c) fear appeals d) humorous appeals e) comparative ads
c) fear appeals
Which type of message framing stresses either the positive outcomes of performing a behavior or the negative outcomes of not performing a behavior? a) attribute framing b) two-sided framing c) goal framing d) end-state framing e) benefit/loss framing
c) goal framing
Before doing most things, Erin considers what others will think of her actions and how her behavior will affect them. Others' opinions and feelings really matter to her, more so than most people she knows. Erin is an example of a(n) _____. a) independent b) thinker c) high self-monitor d) low self-monitor e) conspicuous consumer
c) high self-monitor
Consumers who place heavy weight on the opinions and feelings of others are called _____. a) independents b) interdependents c) high self-monitors d) low self-monitors e) conspicuous consumers
c) high self-monitors
Self-concepts have been categorized into two types, which are _____. a) primary and secondary b) manifest and latent c) independent and interdependent d) yin and yang e) direct and indirect
c) independent and interdependent
Amber tends to be individualistic and prefers to do things her own way. She lives on her own and decides for herself what she wants to do or how to do things. Which type of self-concept describes Amber? a) primary self-concept b) individual self-concept c) interdependent self-concept d) independent self-concept e) connected self-concept
c) interdependent self-concept
Barbara derives the meaning of herself from her relationships with her family. She has never sought a career of her own, and she is most happy when she is "taking care of someone." If her grandchildren do not like what is prepared for dinner, she will make them something else. Which type of self-concept does Barbara have? a) role-based self-concept b) individual self-concept c) interdependent self-concept d) independent self-concept e) connected self-concept
c) interdependent self-concept
Individuals with which type of self-concept tend to be obedient, sociocentric, holistic, connected, and relation oriented? a) group self-concept b) individual self-concept c) interdependent self-concept d) independent self-concept e) connected self-concept
c) interdependent self-concept
Which type of self-concept emphasizes family, cultural, professional, and social relationships? a) group self-concept b) individual self-concept c) interdependent self-concept d) independent self-concept e) connected self-concept
c) interdependent self-concept
The tendency of an owner to evaluate an object more favorably than a nonowner is called the _____. a) personal bias effect b) personal relevance effect c) mere ownership effect d) possessive effect e) mere exposure effect
c) mere ownership effect
For which type of product is self-image congruity likely to matter more? a) vacuum b) laundry detergent c) perfume d) paper towel e) lawn mower
c) perfume
Kerri is searching within herself and trying to determine how she would like to be to herself. Kerri is seeking her _____. a) actual self-concept b) ideal self-concept c) private self-concept d) social self-concept e) present self-concept
c) private self-concept
Which dimension of self refers to how I am or would like to be to myself? a) actual self-concept b) ideal self-concept c) private self-concept d) social self-concept e) present self-concept
c) private self-concept
Jennifer sees herself as a loving, caring mother and wife. She also sees herself as an accomplished professional. Finally, she sees herself as a good citizen and devoutly religious person who takes the concerns of others seriously and tries to make the world a better place for those less fortunate than she and her family. This totality of Jennifer's thoughts and feelings about herself is known as her _____. a) inner peace b) inner self c) self-concept d) personal identity e) Self-identity
c) self-concept
Action-oriented consumers that strive to express their individuality through their choices and purchase experiences are driven by which primary motivation? a) ideals motivation b) achievement motivation c) self-expression motivation d) realist motivation e) focused motivation
c) self-expression motivation
Marty is an action-oriented consumer, and he strives to express his individuality through his choices. He purchases products and services for the experience they can provide him rather than what they might say about him to others. Which primary motivation is guiding Marty's behavior? a) ideals motivation b) achievement motivation c) self-expression motivation d) realist motivation e) focused motivation
c) self-expression motivation
Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of _____. a) celebrity spokespersons b) sponsors c) spokescharacters d) two-sided messages e) inanimate celebrity characters
c) spokescharacters
For years, L'Oreal hair color would say in their ad that L'Oreal is "expensive, but you're worth it." This is an example of which type of advertisement? a) truthful message b) one-sided message c) two-sided message d) negative/positive message e) balanced message
c) two-sided message
Which type of advertisement or sales presentation presents both good and bad points? a) unbiased message b) one-sided message c) two-sided message d) positive/negative message e) balanced message
c) two-sided message
Which type of appeal involves informing the consumer of one or more functional benefits that are important to the target market? a) multi-sided message b) value-expressive appeal c) utilitarian appeal d) factual appeal e) supportive appeal
c) utilitarian appeal
Which type of appeal attempts to build a personality for the product or create an image of the product user? a) humorous appeal b) utilitarian appeal c) value-expressive appeal d) hedonic appeal e) emotional appeal
c) value-expressive appeal
Which of the following is a lifestyle segment of Porsche owners? a) Enthusiasts b) Fast Forwards c) Traditionalists d) Bon Vivants e) all of the above
d) Bon Vivants
Which of the following is NOT a reason why celebrity sources are effective? a) Celebrities may attract attention to the advertisement. b) A celebrity's likeability and popularity often translate into higher Aad which can enhance brand attitudes. c) Some celebrities are also experts. d) Celebrities are physically attractive, and research has shown that individuals will agree with a physically attractive person regardless of the message or their own initial attitude. e) Consumers may identify with or desire to emulate the celebrity.
d) Celebrities are physically attractive, and research has shown that individuals will agree with a physically attractive person regardless of the message or their own initial attitude.
Which of the following is NOT one of Experian's technology profiles? a) Wizards b) Journeymen c) Apprentices d) Enthusiasts e) Novices
d) Enthusiasts
Leonard is a hardworking individual who works for himself and can do just about any construction or carpentry job around. He builds cabinets primarily, but he has also done masonry work. His idea of fun is fixing his truck, and several of his friends and family have him work on their cars as well. He is unimpressed by material possessions other than those with a practical or functional purpose. To which VALS segment does Leonard belong? a) Experiencers b) Strivers c) Survivors d) Makers e)) Believers
d) Makers
Sarah is a retired grandmother of two who is resistant to change. Her grandchildren have managed to teach her how to e-mail them at college, but she doesn't want to do more. To which technology segment does Sarah belong? a) Wizards b) Journeymen c) Apprentices d) Novices e) Mouse Potatoes
d) Novices
Which consumer technology segment is mature, is retired, has a low household income, and is confused by technology? a) Journeymen b) Gatherers c) Apprentices d) Novices e) Traditionalists
d) Novices
Which of the following is FALSE regarding the central route to persuasion in the elaboration likelihood model? a) Consumers exhibit high involvement with the product, message, or decision. b) Consumers exhibit strong attention focused on central, product-related features and factual information. c) Consumers experience conscious thoughts about product attributes and use outcomes. d) Persuasion operates through classical conditioning. e) Persuasion generally alters product beliefs.
d) Persuasion operates through classical conditioning.
_____ consists of trustworthiness and expertise. a) A two-sided message b) The two routes to persuasion c)Message appeal d) Source credibility e) Message structure
d) Source credibility
David is a retired attorney who is satisfied and comfortable with his life. He keeps informed about the world by reading three newspapers a day and attends lectures at the senior activity center near his home. He is very content with his life, and he tends to center his leisure activities around his home. He plans his purchases carefully and looks for functionality, value, and durability in the products he buys. Which VALS segment best describes David? a) Achievers b) Makers c) Innovators d) Thinkers e) Experiencers
d) Thinkers
_____ is used by loyal consumers, whereby they "seal off" the negative information as a way to quarantine. a) avoiding b) discrediting c) discounting d) containment e) Skipping
d) containment
How are actual behaviors and response tendencies most often measured? a) physiological measures b) multiattribute models c) SAM and adSAM d) direct questioning e) 100-point constant-sum scales
d) direct questioning
Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments? a) one-sided message b) two-sided message c) fear appeal d) emotional ad e) comparative ad
d) emotional ad
Which of the following is NOT a factor accounting for inconsistencies between measures of beliefs and feelings and observations of behavior? a) lack of need b) lack of ability c) weakly held beliefs and affect d) failure to consider negative reactions e) failure to consider interpersonal influence
d) failure to consider negative reactions
Quaker Oats contains zero milligrams of sodium. This is an example of what type of belief? a) conspicuous belief b) benefit belief c) dominant belief d) feature belief e) inherent belief
d) feature belief
Appeal characteristics represent _____ a message is communicated. a) by whom b) when c) where d) how e) the timing by which
d) how
Which type of self-concept emphasizes personal goals, characteristics, achievements, and desires? a) primary self-concept b) individual self-concept c) interdependent self-concept d) independent self-concept e) connected self-concept
d) independent self-concept
One of the major distinctions of self-concept is between _____ and _____ - which is also related to an important value dimension in the U.S. and abroad. a)private self-concept; public self-concept b)personal self-concept; interpersonal self-concept c)actual self-concept; ideal self-concept d) independent self-concept; interdependent self-concept e)present self-concept; future self-concept
d) independent self-concept; interdependent self-concept
Self-image congruity really doesn't matter much to Sam, particularly because he doesn't usually consider the opinions of others or their feelings when he acts. Sam would be described as a(n) _____. a) independent b) thinker c) high self-monitor d) low self-monitor e) conspicuous consumer
d) low self-monitor
Consumers who do not place heavy weight on the opinions and feelings of others are called _____. a) independents b) interdependents c) high self-monitors d) low self-monitors e) conspicuous consumers
d) low self-monitors
The extended self consists of the self plus _____. a) all others b) family members c) friends d) possessions e) the ideal self
d) possessions
What are the two dimensions of the VALS typology of consumers? a) age and gender b) age and stage of family lifecycle c) stage of family life cycle and resources d) primary motivation and resources e) primary motivation and age
d) primary motivation and resources
Attempts to develop quantitative measures of lifestyle were initially referred to as _____, and is a term that is frequently used interchangeably with lifestyle. a) demographics b) lifeographics c) household life cycle d) psychographics e) Personality
d) psychographics
Which of the following is NOT a primary motivation on which the VALS typology is based? a) ideals motivation b) achievement motivation c) self-expression motivation d) realist motivation e) All of the above are primary motivations in the VALS typology.
d) realist motivation
Richard is reassessing his life and asking himself, "How am I seen by others?" He is also asking himself, "How would I like to be seen by others?" Richard is seeking his _____. a) actual self-concept b) ideal self-concept c) private self-concept d) social self-concept e) real self-concept
d) social self-concept
Anne appears in a television commercial for a local chiropractor. She tells the audience how she suffered from migraine headaches several times a month. However, once she started treatment at this particular chiropractor, her headaches disappeared. She claimed, "I kept expecting them to come back, but they didn't. I have a whole new lease on life, thanks to Peavy Chiropractic!" Which type of ad is this? a) single message b) two-sided message c) comparative ad d) testimonial ad e) Demonstration
d) testimonial ad
In which type of ad does a person, generally a typical member of the target market, recount his or her successful use of the product, service, or idea? a) single message b) two-sided message c) comparative ad d) testimonial ad e) Demonstration
d) testimonial ad
An advertisement for the Honda Civic Hybrid featured gas mileage in the subheading (49 city/51 highway). The copy also noted that owners of this automobile may be eligible for a clean-fuel tax deduction. At the time this ad appeared, gas was over $3.00 per gallon, which made the information important to consumers. This is an example of which type of appeal? a) value-expressive appeal b) comparative ad c) two-sided message d) utilitarian appeal e) supportive appeal
d) utilitarian appeal
Instead of featuring any functional benefits of the product or brand in ads for the iPod, this product was introduced by showing a silhouette of a person dancing with the white earbuds and holding a white iPod MP3 player. Which type of advertising appeal does this illustrate? a) one-sided message b) two-sided message c) testimony d) value-expressive appeal e) utilitarian appeal
d) value-expressive appeal
How many PRIZM segments are there? a) 8 b) 10 c) 38 d) 54 e) 66
e) 66
A new study suggests there is a cross-cultural group with similar values and consumption patterns based on luxury known as the global elite. What are the segments? a) Conspicuous consumers b) Information seekers c) Sensation seekers d) A and b e) All of the above
e) All of the above
In recent years, body piercing and tattooing have become additional ways to alter both the extended self and the physical self. In what way do tattoos have meaning? a) There is the meaning associated with having a tattoo, which makes a statement about the person. b)The location of the tattoo has meaning, with more visible tattoos conveying more rebelliousness or nonconformity. c) The nature of the tattoo is a source of meaning, both private and symbolic. d) a and b e) a, b, and c
e) a, b, and c
Which of the following do marketers need to be concerned about with respect to using celebrities as company spokespersons? a) overexposure of the celebrity b) negative behavior involving the spokesperson c) image of the celebrity does not match the image of the product or brand d) a and b e) a,b,and c
e) a,b,and c
Which of the following is an approach used by marketers to increase consumers' affect toward their brand? a) classical conditioning b) create a positive affect toward the ad or Web site c) mere exposure d) a and b e) a,b,and c
e) a,b,and c
Spokescharacters can be _____. a) animated animals b) animated people c) animated products d) animated objects e) all of the above
e) all of the above
Which of the following can be a component of a multiattribute model? a consumer's attitude toward a particular brand a) a consumer's belief about how a brand b) performs on a given attribute c) the importance the consumer attaches to an attribute d) a consumer's ideal level of performance on an attribute e) all of the above
e) all of the above
Which of the following is a dimension of a consumer's self-concept? a) actual self-concept b) ideal self-concept c) private self-concept d) social self-concept e) all of the above
e) all of the above
Which of the following is a factor that may account for inconsistencies between measures of beliefs and feelings and observations of behavior? a) lack of need b) failure to consider relative attitudes c) failure to consider interpersonal influence d) failure to consider situational factors e) all of the above
e) all of the above
Which of the following is one of Experian's technology profiles based on an extensive analysis of attitudes, lifestyle, and adoption and usage patterns related to technology? a) Wizards b) Journeymen c) Apprentices d) Novices e) all of the above
e) all of the above
Which of the following is typically included in a psychographic or lifestyle study? a) attitudes b) values c) activities and interests d) demographics e) all of the above
e) all of the above
Which of the following is NOT a way emotional ads may enhance persuasion? a) by increasing attention of the ad and, therefore, ad recall b) by increasing liking of the ad c) by increasing product liking through classical conditioning d) by increasing product liking through high-involvement processes e) all of the above are ways emotional ads may enhance persuasion
e) all of the above are ways emotional ads may enhance persuasion
The simplest form of message framing where only a single attribute is the focus of the frame is known as _____. a) priming b) a one-sided message c) goal framing d) simple framing e) attribute framing
e) attribute framing
An advertisement for AT&T long distance telephone service split the screen in two and showed a person on each screen talking on the telephone. Below each person, there was a running total of the cost of the call. At the end of the commercial, the total cost on the AT&T side was lower than that for the Sprint side. This is an example of which type of ad? a) one-sided message b) two-sided message c) fear appeal d) third-party endorsement e) comparative ad
e) comparative ad
Which type of ad directly compares the features or benefits of two or more brands? a) one-sided message b) two-sided message c) fear appeal d) third-party endorsement e) comparative ad
e) comparative ad
