MKT201 Chap 4,5,6,7

c

QN=4 The ideal self is a person's conception of how she ________. a. adapts to play different roles b. imagines others to think of her c. would like to be d. realistically thinks she is

b

QN=4 What do the "A, B, Cs" of the ABC model of attitudes stand for? a. attitudes b. affect c. assumptions d. approval

b

QN=4 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

b

QN=5 Early work on motivation ascribed behavior to ________, a view that is now largely discredited. a. economics b. instinct c. demand d. goals

F

QN=5 The reality principle, according to Freudian psychology, is behavior guided by the primary desire to maximize pleasure and avoid pain. a. True b. False

c

QN=5 Which of the following is NOT one of the four levels of the extended self? a. family level b. community level c. social level d. individual level

d

QN=5 ccording to the basic ABC model of attitudes, ________ refers to the beliefs a consumer has about an attitude object. a. affect b. behavior c. affinity d. cognition

F

QN=6 Motivational research is based on the trait theory of personality. a. True b. False

c

QN=6 People across all cultures appear to favor physical features that are associated with ________. a. intellect b. wealth c. youth and good health d. confidence

c

QN=6 What is the first step in the standard learning theory hierarchy approach (e.g., one where attitudes are based on cognitive processing information)? a. affinity b. intentions c. cognition d. behavior

d

QN=6 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

d

QN=7 Arthur was asked to speak in front of a group of downtown business people during the noon hour. He noticed that as he spoke, one person appeared to be napping and another frowned during the entire presentation. "I'm not going to do that again," Arthur promised himself. "I am not a good public speaker!" Which of the following terms best reflects Arthur's perception of himself and his ability as a speaker? a. multiple selves b. ideal self c. actual self d. looking-glass self

T

QN=7 Lifestyle is a statement about who one is in society and who one is not. a. True b. False

c

QN=7 The ________ hierarchy assumes the consumer does not initially have a strong preference for one brand over another. Instead, he acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used. a. experiential b. habitual c. low-involvement d. standard learning

a

QN=7 When a woman buys an expensive mink coat, which of the following needs is probably being expressed? a. hedonic b. utilitarian c. rational d. biogenic

b

QN=8 An active attempt to change attitudes is called ________. a. behavior modification b. persuasion c. communication d. cognition

T

QN=8 At Whole Foods supermarket in Seattle, shoppers take part in a "singles" night the first Friday of every month. This is a good illustration of lifestyle marketing. a. True b. False

T

QN=8 Western cultures tend to subscribe to an independent understanding of the self, which emphasizes the inherent separateness of each individual. a. True b. False

d

QN=8 ________, or perceived personal relevance, probably explains why one student wants the newest version of Apple's iPhone and another student does not. a. Goal formulation b. Asset appreciation c. Needs appreciation d. Involvement

T

QN=9 Janice feels that she makes many of her decisions based on the fact that she is an introvert. Introversion seems to affect her taste in clothes, outside activities, and even her independence. Janice is making consumption decisions based on a personality theory called trait theory. a. True b. False

F

QN=9 Men and women who are exposed to beautiful models in advertisements and commercials are likely to alter their perceptions of their own body shapes. a. True b. False

b

QN=9 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. wants

b

QN=9 The element of a communications model in which the message originates is the ________. a. medium b. source c. receiver d. consumer

a

QN= 11 M-commerce is communicated primarily through what medium? a. cell phones b. billboards c. radio satellite d. TV

c

QN= 11 The way a culture arranges values in order of importance is referred to as ________. a. differential values b. an acculturated importance set c. a value system d. enculturation

c

QN= 13 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

d

QN= 13 What does the sleeper effect suggest about source credibility? a. If a receiver is not paying attention, a message cannot be effective. b. Many people can learn the important parts of a message even when asleep. c. The effectiveness of a message will increase over time. d. The effectiveness of positive sources over negative sources can be erased over time.

d

QN= 14 A beverage company has just developed a new sport drink. The company's promotion recognizes that people get thirsty when they exercise. The company's ads, therefore, attempt to create a(n) ________ for their new product. a. drive b. hedonic goal c. expectancy d. want

b

QN= 14 Source ________ refers to the message source's perceived social value. a. valence b. attractiveness c. class d. hierarchy

d

QN= 15 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 in its advertising. The company is trying to appeal to which of the following consumer needs? a. psychogenic needs b. biogenic needs c. hedonic needs d. utilitarian needs

a

QN= 15 Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptio ns are a result of a ________. a. halo effect b. principle of cognitive consistency c. match-up hypothesis d. self-perception theory

d

QN=1 (n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. a. principle b. belief c. personality trait d. attitude

a

QN=1 Many ________ cultures stress the importance of a collective self, in which the person's identity is derived in large measure from his or her social group. a. Eastern b. Northern c. Western d. Southern

c

QN=1 One important system of marketing psychographic measures is AIOs. What do AIOs measure? a. Agreeableness b. Activities c. Activities d. Age

c

QN=1 ________ refers to the process that causes people to behave as they do. a. Goals b. Needs c. Motivation d. Drives

d

QN=10 A ________ is a belief that some condition is preferable to its opposite. a. need b. want c. goal d. value

F

QN=10 It is unusual for consumers to have multiple role identities. a. True b. False

F

QN=10 Sony offers a five-year warranty and a free customer hot line. The brand personality trait inference consumers will most likely make based on this brand's action is one of familiarity and sophistication. a. True b. False

b

QN=10 What form of marketing is based on the premise that a marketer will be much more successful when he communicates with consumers who have already agreed to listen to him? a. segmented marketing b. lifestyle marketing c. e-commerce marketing d. permission marketing

d

QN=12 The process of learning the beliefs and behaviors endorsed by one's own culture is called ________. a. acculturation b. accumulation c. change management d. enculturation

b

QN=12 The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________. a. culture and ethnicity b. credibility and attractiveness c. credibility and recency d. attractiveness and recency

T

QN=16 The degree to which a person is willing to expend energy to reach one goal as opposed to another reflects his or her underlying motivation to attain that goal. a. True b. False

a

QN=16 What makes a commercial message persuasive? The answer (according to a major study) is that the single most important feature is whether the communication contains ________. a. a brand-differentiating message b. a sexual symbol or suggestion c. price information d. a credible spokesperson

F

QN=17 Motivation explains the strength of behavior, but not its direction a. True b. False

c

QN=17 ________ refers to a strategy in which a message compares two or more specifically named or recognizably presented brands and compares them in terms of one or more specific attributes. a. Cognitive differentiation b. Emotional appeal c. Comparative advertising d. Conclusion advertising

a

QN=18 Do sex-related ads work? Which of the following best answers this question? a. Overall, the use of a strong sexual appeal is not very well received. b. They outperform all other appeal formats. c. They are most effective when they attempt to "trick" the consumer into paying attention. d. There is no data to answer the question.

T

QN=18 Most current explanations of motivation focus on cognitive factors rather than biological ones to understand what drives behavior. a. True b. False

b

QN=19 Do fear appeal ads work? Which of the following best answers this question? a. They work well if the threat is very weak. b. They work if the threat is moderate and when a solution to the problem or difficulty is presented. c. They work if the threat is high and vividly elaborated. d. There is no data to answer the question.

T

QN=19 Maslow's hierarchy of needs implies that the order of needs is fixed. a. True b. False

b

QN=2 A Confucian perspective stresses the importance of ________, which focuses on others' perceptions of the self and the desire to maintain status in the eyes of others. a. conformity b. face c. self-esteem d. social comparison

F

QN=4 According to a Freudian system of analysis, the superego is the counterweight to the ego. a. True b. False

c

QN=2 Age, education, income, occupation, family size, and stage in the life cycle are all illustrations of which of the following lifestyle dimensions? a. Activities b. Interests c. Demographics d. Opinions

b

QN=2 The functional theory of attitudes was initially developed to explain how ________. a. people identify with products b. attitudes facilitate social behavior c. attitudes are learned from family and friends d. attitudes change over an individual's lifetime

d

QN=2 When a need is aroused that the consumer wishes to satisfy, the ________ process has been activated. a. goals b. need c. desire d. motivation

T

QN=20 Involvement can be seen as the motivation to process information a. True b. False

b

QN=20 The ________ route to persuasion is taken when the person is not really motivated to think about the arguments made in a communication message. a. central b. peripheral c. dual d. systematic

c

QN=21 A politician attempts to gain support for her for mayor by releasing a poll showing that almost 70 percent of the city's voters support her position on property taxes. What basic psychological principle is the politician using to persuade voters that she should be the next mayor? a. consistency b. authority c. consensus d. liking

F

QN=22 According to the definition given in the text, the object of an attitude (Ao) can be an object, but not a person. a. True b. False

F

QN=23 The communications model requires a source, and a message, but receivers of the message are not part of the model. a. True b. False

F

QN=24 The model that a broadcast message is perishable doesn't work as well with the rise of narrowcasting. a. True b. False

T

QN=25 Humorous ads get attention, but many times the humor distracts from the promotional message. a. True b. False

d

QN=3 In the motivation process, the desired end state is the consumer's ________. a. drive b. need state c. benefit d. goal

T

QN=3 Personality refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment. a. True b. False

a

QN=3 The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning. a. knowledge b. utilitarian c. value-expressive d. ego-defensive

d

QN=3 The ________ summarizes the beliefs a person holds about his own attributes and how he evaluates the self on these qualities. a. actual self b. extended self c. self-image d. self-concept