MKTG320 Chapter 9, Chapter 12, Chapter 11, Chapter 16, Chapter 14, Chapter 10

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Frequently, ideas stemming from ________ are tested empirically with a larger sample through ________. A) qualitative research; quantitative studies B) quantitative research; qualitative studies C) primary research; secondary data studies D) quantitative research; complaint analysis studies E) qualitative research; complaint analysis studies

Given the broad and pervasive nature of ________, its study generally requires a detailed examination of the character of the total society. A) culture B) consumer behavior C) subculture D) social class E) individualism

For most Americans, ________ signify/signifies the attainment of "the good life," which includes a new car, a dishwasher, a hot tub and a variety of convenience and pleasure-providing goods and services. A) comfort and pleasure B) achievement and success C) freedom D) progress E) external conformity

For quantitative research, the primary data collection instrument is the ________. A) questionnaire B) interview C) focus group D) consumer panel E) metaphor analysis

The four elements of the diffusion of innovations process include: the innovation, the channels of communication, the social system, and time.

True

The larger the sample, the more likely the responses will reflect the total universe under study.

True

The size of the sample is dependent both on the size of the budget and on the degree of confidence that the marketer wants to place in the findings.

True

________ occurs when a product's performance is below expectations and the consumer is dissatisfied. A) Positive disconfirmation of expectations B) Negative disconfirmation of expectations C) Reverse dissonance D) Postpurchase analysis E) Brand loyalty

________ parents are very nurturing and highly permissive in respect to consumer socialization. A) Rigid B) Indulgent C) Neglecting D) Authoritative E) Authoritarian

________ represents the biggest challenge in constructing questionnaires. A) Sequencing questions B) Wording questions C) Identifying appropriate respondents D) Reaching the appropriate respondents E) Deciding on a delivery method

In the PRICE SURVEY MINI CASE, the screening questionnaire is developed based on ________ from Yankelovich. A) internal secondary data B) quantitative primary data C) external secondary data D) qualitative primary data E) qualified primary data

In the United States, nearly ________ percent of women over 16 are in the labor force. A) 30 B) 50 C) 60 D) 72 E) 81

In the context of marketing, the most important role of the family is ________. A) intergenerational brand transfer B) peer socialization C) socialization of family members D) shared shopping experience E) parental socialization

When a single person gives a gift to a family as a thank you for letting him visit in their home for a week, it is an example of intercategory giving.

True

When consumers have no established criteria for evaluating a product category, they engage in extensive problem solving.

True

Jake learned what brands of food to buy at the grocery store by going grocery shopping with his mother as a child, watching her, and imitating her. This constitutes ________. A) formal learning B) media learning C) informal learning D) televised learning E) technical learning

Kosher seals on food items are placed to cater to a(n) ________ subculture. A) ethnic B) racial C) religious D) nationality E) geographic location

________, which consists of a brand's trustworthiness and expertise, improves the chances that the brand will be included in the consideration set. A) Brand personality B) Brand risk C) Brand effort D) Brand credibility E) Brand attractiveness

In the COLLEGE MINI CASE, Evelyn's college counselor is a(n) ________ source of prepurchase information. A) impersonal B) affective C) cognitive D) inert E) personal

In the COOKING OIL MINI CASE, the Value Mart focus group research format is best described as a ________. A) quantitative study B) motivational study C) behavioral study D) descriptive study E) qualitative study

Gloria buys Crest toothpaste because her mother always bought Crest for her family when she was growing up. This is an example of ________. A) intergenerational transfer B) peer socialization C) consumer socialization D) shared shopping experience E) family member socialization

In the MP3 MINI CASE, Judy narrows her options from 5 to 3 player models based on a(n) ________. A) compensatory decision rule B) affect referral decision rule C) lexicographic decision rule D) disjunctive decision rule E) conjunctive decision rule

In the PEN MINI CASE, the manipulated treatment is ________. A) the store environment B) the product features C) the product packaging D) the product price E) the advertising theme

In the PEN MINI CASE, the study described is best characterized as a(n) ________. A) consumer panel B) qualitative study C) secondary study D) exploratory study E) quantitative study

Joanne and Juan have three children: Emma, Ava, and Joseph. They are an example of a(n) ________. A) empty nest B) married couple C) extended family D) single-parent family E) nuclear family

A study is said to have validity if the same questions, asked of a similar sample, produce the same findings.

False

Airplanes, radios, TVs, automobiles, fax machines, PCs, videocassette recorders, and the Internet are all examples of dynamically continuous innovations.

False

All consumer decision-making situations require the same degree of information search.

False

As consumers use more and more highly convenient technologies, it becomes harder and harder for consumer researchers to gather electronic records of their consumption patterns.

False

Consumers are always aware of their decisions and can rationalize their consumption behaviors.

False

Of the three levels of consumer decision making, ________ requires the greatest effort on the part of the consumer. A) extensive problem solving B) economic problem solving C) limited problem solving D) passive problem solving E) routinized response behavior

One can express ________ by selecting products that friends do not have, or express ________ by purchasing similar or identical products. A) individualism; conformity B) collectivism; conformity C) conformity; individualism D) freedom of choice; materialism E) materialism; humanitarianism

Focus groups and depth interviews are quantitative research methods.

False

In low-risk situations, consumers are likely to engage in complex and extensive information search and evaluation.

False

In marketing-oriented firms, consumer research is almost always composed of a single study.

False

In order to increase the response rate to telephone surveys, researchers typically send notification letters as well as follow-up letters.

False

In quantitative research, the researcher usually analyzes the responses received. In qualitative research, the responses are coded and analyzed statistically.

False

Interviewing the correct target market or potential target market is fundamental to the reliability of the study.

False

Most unsatisfied customers complain to customer service and switch to competitors.

False

Negative disconfirmation of expectations involves the performance of a product exceeding the consumer's expectations, leading to consumer satisfaction.

False

Past experience is considered an external source of information. The greater the relevant past experience, the less internal information the consumer is likely to need to reach a decision.

False

Products that are used in private are diffused more easily than products that have a high degree of social visibility.

False

Qualitative research findings are usually generalized to the larger population.

False

Qualitative research studies are conducted by highly trained interviewers who analyze the findings; thus, the findings tend to be somewhat objective.

False

Sue is looking for a new car. She had eliminated any car without comfortable seating for at least four people and that gets less than an average of 35 miles per gallon in fuel efficiency. Sue has used a lexicographic decision rule to narrow down her choices.

False

________ have always been associated with bigger quantities of things or more of something. Recently, however, there has been a shift away from quantity towards quality. A) Comfort and pleasure B) Achievement and success C) Freedom and choice D) Progress and movement E) External conformity and blending in

The inert set consists of the small number of brands the consumer is familiar with, remembers, and finds acceptable.

False

The number of alternatives available when making a purchase decision does not affect the decision-making process.

False

The sequence of questions in a questionnaire is not important.

False

________ involves the transfer of values, product loyalties, or brand preferences from one generation to another. A) Intergenerational transfer B) Peer socialization C) Consumer socialization D) Shared shopping experience E) Family member socialization

________ is the presentation, format, and content of available information. A) Information organization B) Psychological field C) External source D) Time constraint E) Task complexity

________ is the value associated with a preference for well-defined objectives and completing tasks. A) Goal orientation B) Achievement C) Variety D) Conformity E) Leadership

When conducting a research study, primary data is collected before secondary data.

False

When conducting focus groups, respondents are recruited on the basis of a randomly drawn sample and are paid a fee for their participation.

False

When designing questionnaires, research has shown that the more ambiguous the questions, the more motivated the respondent will be to complete the questionnaire.

False

advocacy group

A group of irate parents who join together to protest the opening of an adult, X-rated book store across from the elementary school is an example of a(n) ___________________________.

membership

A group to which a person either belongs or would qualify to belong to is called a(n) ________ group.

ethnic identification

A person's _____ _____ is the degree to which she identifies herself as a member of her ethnic group.

symbolic

A(n) ________ group is one in which an individual is not likely to receive membership, despite acting like a member by adopting the group's values, attitudes, and behavior.

formal source; informal source

A(n) _______________ is either a person or medium providing consumption-related information and hired and paid by and organization. A(n) __________________ is person whom the message receiver knows personally, such as a parent or friend who gives product information or advice, or an individual met and respected online.

advocacy group

A(n) ______________________ assists consumers in making consumption decisions and supports consumers' rights.

friendship group

A(n) ______________________ provides companionship, security, and opportunities to discuss problems that an individual might be reluctant to discuss with family members.

shopping group

A(n) ______________________ provides offers expertise regarding a particular product category, reduces uncertainty related to making an incorrect purchase, or increases consumer confidence because it provides a collective decision.

Interview surveys most often take place in a public space or in retail shopping areas. The latter are referred to as ________. A) mystery shops B) mall intercepts C) shopping experience surveys D) shop stops E) focus groups

The consumer's experience with a product plays a major role in the ________ stage of the model of consumer decision making. A) input B) process C) trial D) output E) decision

The fact that Skippy peanut butter is preferred on the coasts, and Jif is preferred in the South and Midwest, is an indication that marketers must research ________ subcultures. A) demographic B) geographic C) racial D) ethnic E) religious

The largest Asian American subsegment is the ________ nationality. A) Indian B) Chinese C) Japanese D) Korean E) Vietnamese

The proportion of non-Hispanic/Caucasian whites in the U.S. population is projected to ________ over the next several decades. A) increase B) decrease C) diffuse D) remain at same level E) dramatically rise

The segment of global youth aged 14 to 24 that spreads word of mouth rapidly, values passion, individuality and instant gratification, and prefers personalized brands like Diesel and Adidas, is called ________. A) in-crowd B) pop mavericks C) networked intelligentsia D) thrill renegades E) pop rebels

________ begins when a consumer perceives a need that might be satisfied by the purchase and consumption of a product. A) Marketing mix B) Prepurchase search C) Need recognition D) Evaluation of alternatives E) Psychological field

________ express(es) the collective principles, standards, and priorities of a community. A) Social class B) Cultural values C) Conformity D) Consumer behavior E) Subculture

________ is the process and tools used to study consumer behavior. A) Behavioral targeting B) Consumer research C) Psychoanalysis D) Ethnography E) Dynamic marketing

Diffusion of innovation is the macro process by which the acceptance of an innovation takes place among members of a social system over time.

True

Drawn from internal secondary data, customer lifetime value profiles include customer acquisition costs, the profits generated from individual sales to each customer, the costs of handling customers and their orders, and the expected duration of the relationship.

True

Gifting behavior includes gifts we give because we want to and gifts we give out of obligation.

True

If samples are collected randomly from a population of interest, the results of quantitative research can be generalized to larger populations.

True

If the purpose of a study is to come up with ideas for the next Campbell's soup ad campaign, then a qualitative study is usually undertaken.

True

In both qualitative and quantitative research, the research report includes an executive summary of the findings, a description of the methodology used, and recommendations for marketing actions.

True

In buying a truck, Bob will only consider American-made trucks because he believes foreign truck brands, such as Nissan and Toyota, are of inferior quality. Nissan and Toyota are items in Bob's inept set.

True

Intrapersonal gifting is a state of mind where the giver and the receiver are the same individual.

True

It is essential that a product be part of a consumer's evoked set if it is to be considered at all.

True

Judgment samples are used to select population members who, according to the researcher, are a good source for accurate information.

True

One of the weaknesses of the innovation adoption process framework is it does not adequately provide for the possibility of evaluation and rejection of a new product or service after each stage.

True

Open-ended questions yield more insightful information but are more difficult to code and analyze.

True

People are most likely to take the time to respond to surveys if the questionnaires are interesting, objective, unambiguous, and easy to complete.

True

Qualitative research uses open-ended, unstructured questions, while quantitative research uses closed-ended questions with pre-defined possible responses and open-ended questions that have to be coded numerically.

True

Quantitative research is descriptive in nature and is used to understand the effects of various promotional inputs on the consumer, making it easier to predict consumer behavior.

True

Repeat purchase usually signifies that the product meets with the consumer's approval and that he or she is willing to use it again and in larger quantities.

True

Respondents are less willing to interact with an electronic voice than with a live interviewer when conducting telephone surveys.

True

Ricky had a positive experience when she tried the new cell phone from a well-known cell phone manufacturer, so she decides to regularly use the new cell phone. She is currently in the adoption stage of the innovation adoption process.

True

Secondary data can be obtained more cheaply and quickly than primary data.

True

Task complexity, information organization, and time constraint are the three major contextual factors in decision tasks.

True

Technological fear includes fear of technical complexity, fear of rapid obsolescence, fear of social rejection, and fear of physical harm.

True

________ consist of the very large number of mental or verbal statements that reflect a person's particular knowledge and assessment of something. A) Beliefs B) Rituals C) Cultures D) Values E) Customs

A ________ is a person or organization involved in the socialization process because of frequency of contact with the individual and control over the rewards and punishments given to the individual. A) socialization agent B) status agent C) consumption agent D) decision agent E) composite agent

A consumer is most likely to use ________ when buying an expensive, important, or technically complicated product or service for the first time. A) extensive problem solving B) economic problem solving C) limited problem solving D) passive problem solving E) routinized response behavior

According to the Rokeach typology of cultural orientation, communications aimed at individuals who have an interpersonal terminal value focus and moral instrumental values should emphasize ________. A) conformity, caring for others, and social consciousness B) concern for societal issues and intense conviction to advance such causes C) one's sense of accomplishment, self-respect, and striving for a comfortable life and independence D) helping others and the role of one's skills in doing so E) moral inequity and its role in society

According to the ________ measure of social class, the phenomenon of social class is one that reflects an individual's sense of belonging or identification with others. A) subjective B) consumption C) reputational D) status E) objective

Also known as "echo boomers" and "millenials," members of the ________ subculture were born between the years 1980 and 1996. A) Generation Y B) Twixter C) Generation X D) Baby Boomer E) Seniors

Also known as the "Homeland Generation" and "Digital Natives," members of the ________ subculture were born between 1997 and today. A) Generation Z B) Generation Y C) Generation X D) Twixters E) Baby Boomers

Barry buys a necklace as a gift for his girlfriend. This is an example of ________. A) interpersonal gifting B) intercategory gifting C) intergroup gifting D) intrapersonal gifting E) intragroup gifting

Cards, presents, cakes, and candles are ________ for birthday rituals. A) artifacts B) values C) beliefs D) symbols E) cultures

Carla learned how to go about shopping for a new car when her father specifically sat her down and told her what to look for at dealerships and how to negotiate the best price. This constitutes ________. A) formal learning B) media learning C) informal learning D) televised learning E) technical learning

Children perceive ________ to be a close and reliable source of information, whereas adolescents and teenagers are likely to look to ________ for models of acceptable consumption behavior. A) their families; their friends B) their friends; media C) media; their friends D) media; their families E) their friends; their families

Chris does not have the money to indulge her children's requests. She is very price and value conscious. She views her life negatively. When characterizing mothers' socialization-related attitudes, Chris would be categorized as a ________. A) Struggler B) Nurturer C) Protector D) Balancer E) Stoic

Data collected by government bodies or their agencies, such as census or economic data, is an example of ________. A) external secondary data B) primary data C) focus group data D) test market data E) internal secondary data

Derek was the primary decision maker when it came to automotive purchases in his household, but asked for and considered feedback from his wife and children when they went to purchase a new car. Derek's approach makes the car purchase an example of a(n) ________. A) husband-dominated decision B) wife-dominated decision C) joint decision D) autonomic decision E) heuristic decision

Ethnic clothing, art, music, and foreign-language newspapers are examples of ________ that can be associated with nationality subcultures. A) cultural artifacts B) loyalty drivers C) ambassadors D) fixation products E) cross-cultural bridges

Helen enjoys Jack's Links beef jerky. By contrast, she is indifferent to Oberto beef jerky, and dislikes Pemmican beef jerky. Oberto beef jerky is part of Helen's ________. A) inert set B) inept set C) emotional set D) independent set E) evoked set

In a ________, 8 to 10 participants are encouraged to discuss their reactions to product and service concepts, or new advertising or marketing communications campaigns. A) focus group B) depth interview C) survey D) metaphor analysis E) controlled experiment

In a ________, every member of the population has a known and equal chance of being selected. A) simple random sample B) judgment sample C) convenience sample D) systematic random sample E) cluster sample

In a(n) ________, the consumer ranks a product's attributes in terms of perceived relevance or importance, then compares the various alternatives in terms of the single attribute that is considered most important. When two or more alternatives are comparable for the most important attribute, the consumer rates those alternatives on the basis of the second most important attribute. A) lexicographic decision rule B) affect referral decision rule C) disjunctive decision rule D) conjunctive decision rule E) cognitive decision rule

In cases of ________, the consumer needs a great deal of information to establish a set of criteria on which to judge specific brands and a correspondingly large amount of information concerning each of the brands to be considered. A) extensive problem solving B) economic problem solving C) limited problem solving D) passive problem solving E) routinized response behavior

In consumer research, ________ is new research especially designed and collected for purposes of a current research problem. A) primary research B) secondary information C) experimentation D) negativism E) positivism

In high risk situations, consumers are likely to engage in complex and extensive ________. A) information search B) need recognition C) routinized behavior D) psychological field reorganization E) self-assessment

In relation to consumer behavior, less acculturated Hispanic consumers ________. A) prefer well-established brands B) traditionally shop at large grocery chains C) are price- rather than fashion-conscious when it comes to clothing D) prefer frozen to fresh or prepared food items E) tend to be impulse buyers

In the COLLEGE MINI CASE, Yale is part of Evelyn's ________. A) inept set B) affective set C) cognitive set D) inert set E) evoked set

In the COOKING OIL MINI CASE, after conducting its focus group, Value Mart decides to try offering store-brand cooking oil in a limited geographical area to see how consumers will respond to the new product. This is known as ________. A) test marketing B) surveying C) mechanical observation D) mystery shopping E) probability sampling

In the COOKING OIL MINI CASE, the information collected in the Value Mart focus groups constitutes ________. A) primary data B) commercial data C) objective data D) mechanical data E) secondary data

In the GIFT MINI CASE, when Winston gives Vanessa a gift for her birthday, this is known as ________. A) interpersonal gifting B) intercategory gifting C) intergroup gifting D) intrapersonal gifting E) intragroup gifting

In the MP3 MINI CASE, Judy selects Player A over Player B based on a(n) ________. A) compensatory decision rule B) affect referral decision rule C) lexicographic decision rule D) disjunctive decision rule E) conjunctive decision rule

In the PEN MINI CASE, test subjects were chosen based on their level of education and the ages of their children. The sample used would be best described as a ________. A) judgment sample B) simple random sample C) convenience sample D) cluster sample E) quota sample

In the PRICE SURVEY MINI CASE, question #2 measures response on a ________. A) Likert scale B) semantic differential scale C) behavior intention scale D) bipolar scale E) rank-order scale

In the ________ stage of the traditional family life cycle, single young individuals have established households apart from their parents. A) bachelorhood B) honeymooner C) parenthood D) postparenthood E) dissolution

In-crowd, pop mavericks, networked intelligentsia, and thrill renegades are examples of four segments developed based on a lifestyle matrix of global youth aged 14 to 24 at the ________ level. A) supranational B) national C) group D) reference group E) subcultural

Kim is actively saving money so that she can afford a down payment on the purchase of a house because she thinks that home ownership is the key to creating wealth. This personal conviction in the value of home ownership is one of Kim's ________. A) beliefs B) rituals C) cultures D) norms E) customs

Kim wants a candy bar and tries to convince her father to purchase one for her by threatening to throw a fit in the crowded grocery store if he does not. This is an example of which of the following tactics used by children to influence their parents? A) pressure tactic B) ingratiating tactic C) exchange tactic D) coalition tactic E) consultation tactic

Marriage marks the transition from the ________ stage to the ________ stage of the traditional family life cycle. A) bachelorhood; honeymooner B) honeymooner; parenthood C) parenthood; postparenthood D) postparenthood; dissolution E) dissolution; bachelorhood

Members of a specific ________ possess beliefs, values, and customs that set them apart from other members of the same society. A) subculture B) demographic C) trait D) race E) ideology

Newspaper or magazine articles, direct-mail brochures, and websites are considered ________ prepurchase information sources. A) external B) evoked C) independent D) network E) personal

Paul is an analyst at an investment bank. He notices that many of the senior executives at his office wear Rolex watches, so he decides to save up and buy a Rolex so that he will appear to be more like those executives. Paul's comparison of his own material possessions with those owned by others to determine his relative social standing is an example of ________. A) Social Comparison Theory B) affluent consumption C) downward comparison D) social stratification E) antisocial comparison

Relative ________ is a measure of the amount of economic assets an individual possesses. A) wealth B) affluence C) social status D) power E) prestige

Research reveals that for older consumers ________ appears to be more important in determining consumer behavior than ________. A) cognitive age; chronological age B) generational age; chronological age C) cognitive age; generational age D) chronological age; cognitive age E) generational age; cognitive age

The Nike Swoosh is an example of a(n) ________. A) nonverbal symbol B) acculturation output C) verbal symbol D) technical learning output E) enculturation output

The ________ component of the consumer decision-making model is concerned with how consumers make decisions. A) process B) output C) decision D) input E) emotional

The ________ consists of brands the consumer is indifferent toward because they are perceived as not having any particular advantages. A) inert set B) inept set C) emotional set D) independent set E) evoked set

The ________ is a widely used self-administered value inventory that is divided into terminal and instrumental value items. A) Rokeach Value Survey B) List of Values C) VALS D) Chapin's Value Structure Scale E) Attitude Toward Helping Others Scale

The ________ level of cultural norms reflects the underlying dimensions of culture that impact multiple societies. A) supranational B) national C) group D) reference group E) subcultural

The ________ look, consisting of practical, comfortable, and timeless (vs. trendy) clothing, is often identified with the upper social class and emulated by lower classes. A) preppy B) WASP C) strata D) symbolic E) downscale

The ________ model includes three components: input, process, and output. A) consumer decision-making B) routinized response C) family branding D) impulse purchase E) consumer complexity

The availability of ________ has allowed marketers to reallocate resources (e.g. moving inventory around the country and shifting ad expenditures) geographically in order to increase the profitability of brands. A) scanner data B) topological factors C) linguistic cues D) content analysis E) field observation

The degree to which potential customers perceive new products as superior to existing substitutes is its ________. A) relative advantage B) compatibility C) complexity D) trialability E) observability

The globally aware, charitable segment of Millenials that is characterized by a belief that they can have an impact on the world and make it better is known as ________. A) Hip-ennials B) Millennial Moms C) Anti-Millenials D) Gadget Gurus E) Old-School Millenials

The learning of a new or foreign culture is known as ________. A) acculturation B) exculturation C) proculturation D) inculcation E) enculturation

The most difficult step in the consumer research process is ________. A) accurately defining the objectives of the research B) collecting and evaluating secondary data C) collecting primary data D) analyzing primary data E) preparing a report of the findings of primary data

Verve shampoo has come out with a new hair-care product that is a shampoo and conditioner in one, so consumers can wash and condition their hair in one easy step. This product appeals to Americans' value of ________. A) efficiency B) achievement C) progress D) freedom of choice

What is the most striking characteristic of Asian Americans? A) high level of educational attainment B) common language C) homogeneity D) high concentrations in rural areas E) low median household incomes

When Wendy's advertising emphasizes that a combo meal can come with any of a number of sides, not just fries, the company is appealing to American consumers' preference for ________. A) freedom B) efficiency C) progress D) individualism E) material comfort

When marketers plan to sell their products in foreign or multinational markets, they must go through a process of ________ in order to ensure that their products and marketing messages are suitable for the foreign culture. A) acculturation B) exculturation C) proculturation D) inculcation E) enculturation

Which of the following is NOT one of the ways consumers cope with missing information during the decision-making process: A) develop arguments for why the missing information is important B) delay the decision until the missing information is obtained C) ignore missing information and continue with current decision rule using available attribute information D) change customarily used decision strategy to one that better accommodates missing information E) infer the missing information

Which of the following is true of African Americans in relation to marketing and media? A) African American adults tend to place a great deal of trust in African American-centric media. B) Major advertisers targeting the African American market find specialized agencies to provide no benefit over general advertising agencies. C) Personal grooming and food products targeted to African Americans are best advertised through mass media. D) African Americans typically spend less time watching television than Caucasians. E) Few African Americans believe that most advertising is targeted to white people.

Within cognitive age, ________ is how old one feels. A) feel age B) look age C) do age D) interest age E) chronological age

Within cultural values, a comfortable exciting life, happiness, and inner harmony are examples of ________. A) personal aspects of terminal values B) interpersonal aspects of terminal values C) competence aspects of instrumental values D) moral aspects of instrumental values E) moral aspects of terminal values

Within the context of the model of consumer decision making, a firm's ________ activities are a direct attempt to reach, inform, and persuade consumers to buy and use its products. A) marketing mix B) output C) decision D) input E) sociocultural environment

________ are households that are paid for recording their purchases and/or media viewing habits in diaries that are combined with data from thousands of households and analyzed by data providers. A) Consumer panels B) Data generators C) Quota samples D) Probability samples E) Lifetime value profiles

________ are three basic designs used in quantitative research. A) Observation, experimentation, and survey B) Interviews, focus groups, and metaphor analysis C) Focus groups, observation, and survey D) Survey, interviews, and experimentation E) Metaphor analysis, survey, and observation

A product like Advil is usually purchased using an extensive problem-solving decision-making process.

False

symbolic group

A ____ _____ is a reference group to which an individual is unlikely to belong, but whose values and behaviors that person adopts.

Klout

A __________________ score increases as the Twitter starts conversations and inspires social actions.

celebrity testimonial

A ___________________ involves a celebrity who attests to the product's quality based on his/her own personal usage of the product.

celebrity endorsement

A ___________________ is when celebrities appear on behalf of products with which they may or may not have any direct experience or familiarity, for extended periods of time.

key imformant

A ___________________, or a person who is knowledgeable about the nature of the social communications among members of a specific group, can identify individuals in the group who are opinion leaders.

the economic motivation underlying the celebrity's endorsements becomes too pronounced

A celebrity's credibility is reduced when s/he endorses a variety of products because __________________.

normative

A child's immediate family is a ________ group that plays an important role in molding the child's general consumer values and behavior.

credibility

A clear perceived fit between a message's sponsor and the entity being sponsored can strongly enhance the sponsor's _____.

A ________ is a type of symbolic activity consisting of a series of steps occurring in a fixed sequence and repeated over time. A) communication B) ritual C) symbol D) culture E) target

A ________ is the exploratory phase of purchase behavior in which consumers attempt to evaluate a product through direct use. A) gift purchase B) trial purchase C) loyalty purchase D) repeat purchase E) long-term commitment purchase

A ________ is the selection of an option from two or more alternative choices. A) mood B) decision C) gift D) consumer model E) Hobson's choice

A consumer who selects the product with the highest overall rating when considering all its attributes has used a(n) ________. A) lexicographic decision rule B) affect referral decision rule C) disjunctive decision rule D) conjunctive decision rule E) cognitive decision rule

A distinct cultural group that exists as an identifiable segment within a larger, more complex society is known as a(n) ________. A) trait B) subculture C) race D) religion E) ideology

A form of quantitative research that requires manipulating one variable at a time is called ________. A) focusing B) experiments C) trial and error D) Likert scaling E) validation

A married couple and one or more children constitute a(n) ________. A) work group B) nuclear family C) extended family D) friendship group E) life cycle

A study is ________ if the same questions, asked of a similar sample, produce the same findings. A) valid B) reliable C) subjective D) legitimate E) objective

Insights on what is suitable to wear for a specific occasion, and other dress codes, are something we learn through ________. A) travel B) culture C) values D) technical learning E) consumer behavior

According to the Rokeach typology of cultural orientation, communications aimed at individuals who have a personal terminal value focus and moral instrumental values should emphasize ________. A) conformity, caring for others, and social consciousness B) concern for societal issues and intense conviction to advance such causes C) one's sense of accomplishment, self-respect, and striving for a comfortable life and independence D) helping others and the role of one's skills in doing so E) moral inequity and its role in society

Bob wants to save electricity and considers energy-efficient light bulbs. He finds that the light they emit is too faint to be acceptable, and so he returns to using less energy-efficient bulbs. Bob made his bulb choice using a(n) ________. A) affective decision rule B) noncompensatory decision rule C) effective decision rule D) compensatory decision rule E) cognitive decision rule

Conjunctive, disjunctive, and lexicographic rules are examples of ________. A) affective decision rules B) noncompensatory decision rules C) effective decision rules D) compensatory decision rules E) cognitive decision rules

Consumers often develop shortcut decision rules to facilitate the decision-making process and to cope with ________. A) lack of information B) too much information C) contradicting information D) negative information E) inconsistent information

Culture can exist and sometimes reveal itself at different perceived or subjective levels. The ________ level reflects the underlying dimensions of culture that impact multiple cultures or different societies. A) supernational B) supranational C) subnational D) national E) group

Examples of ________ include tests of different sales appeals of package designs, prices, or copy themes, and identify cause and effect. A) motivational research B) causal research C) trial and error D) internal secondary data E) behavioral research

Generally, the consumption habits of African American consumers are a function of their ________ rather than their ________. A) ethnicity; brand loyalty B) social standing; ethnicity C) ethnicity; convenience D) convenience; ethnicity E) ethnicity; social standing

Generation Y, Generation X, baby boomers, and seniors are four subcultural segments based on ________. A) race B) age C) gender D) geographic location E) religion

Hispanic youths are more fashion conscious and are more likely to seek out and be loyal to well-known brands than their non-Hispanic counterparts. This is an example of a subcultural characteristic based on ________. A) age B) ethnicity C) religion D) geographic region E) gender

In consumer research, ________ is information that has already been collected for some other purpose, and is often helpful in designing a new research project. A) primary research B) secondary data C) experimentation D) negativism E) positivism

In relation to consumer behavior, less acculturated Hispanic consumers ________. A) prefer new, undiscovered brands B) traditionally shop at bodegas C) are price- rather than fashion-conscious when it comes to clothing D) prefer frozen to fresh or prepared food items E) tend to be impulse buyers

In the COLLEGE MINI CASE, when Cornell tries to convince students that they have made the right decision, they are trying to encourage a positive ________. A) need recognition B) postpurchase evaluation C) purchase behavior D) evaluation of alternatives E) prepurchase evaluation

In the COOKING OIL MINI CASE, the sales data collected from scanners at checkout points constitutes ________. A) external primary data B) internal secondary data C) mechanical primary data D) internal primary data E) external secondary data

In the GIFT MINI CASE, Vanessa's high expectations of Winston are likely to prolong the ________ stage of the decision-making process. A) need recognition B) prepurchase search C) postpurchase evaluation D) permission marketing E) relationship marketing

In the PEN MINI CASE, subjects are asked: "What do you remember about the pen advertisement you saw?" This is an example of a(n) ________. A) metaphor analysis B) open-ended question C) word association D) multiple choice question E) closed-ended question

In the United States, ________ percent of the American population is foreign born. This shows how important nationality subcultures are. A) 7 B) 13 C) 19 D) 25 E) 31

In the subjective measurement approach to social classification, most respondents have a tendency to classify themselves in the ________ class. A) upper B) middle C) lower D) working E) highest

John has decided that he needs to switch cellular service providers because his cell phone doesn't work in his new apartment. Within the context of the model of consumer decision making, this is an example of ________ need recognition. A) hypothetical state B) actual state C) desired state D) avoidance state E) psychological state

Ken and Kira recently married and do not currently have any children. They both work and are conscientiously saving their money so that they can go on a cruise next summer. Ken and Kira are best described as being at the ________ stage of the traditional family life cycle. A) bachelorhood B) honeymooner C) parenthood D) postparenthood E) dissolution

Kevin and Lisa have been married for two years and have not yet had their first child. What kind of family does this constitute? A) empty nest B) married couple C) extended family D) single-parent family E) nuclear family

On a questionnaire, a(n) ________ question is one where the respondent merely checks the appropriate answer from a list of options. A) open-ended B) closed-ended C) disguised D) undisguised E) exploratory

One outcome of the fact that consumers find environmental labels difficult to understand is ________. A) wider appeal for green products B) increased price sensitivity regarding green products C) greater understanding of how to reduce global warming D) greater engagement in green product markets E) easier identification of green products

Professional observers who pose as customers in order to evaluate the quality of a company's service are known as ________. A) undercover agents B) mystery shoppers C) verification officers D) acting researchers E) drive-by shoppers

Protestant denominations, Roman Catholicism, and Judaism are the principal organized subcultures based on ________. A) nationality B) religion C) age D) gender E) geographic location

Qualitative and quantitative research are ________. A) used independently B) complementary C) always used simultaneously D) interdependent E) mutually exclusive

Relative to Hispanic and African American households, Asian American households are more likely to ________. A) have more buying power as a segment B) have Internet access C) be similar to each other D) prefer English language ads E) have low incomes

Researchers often present respondents with a list of products or product attributes for which they are asked to indicate their relative feelings or evaluations. The instruments most frequently used to capture this evaluative data are called ________. A) mechanical observations B) attitude scales C) consumer panels D) metaphor analyses E) focus groups

Sarah is focused on her family, and often sacrifices her own desires to meet the wants of her children. She trusts well-known companies and brands. When characterizing mothers' socialization-related attitudes, Sarah would be categorized as a ________. A) Struggler B) Nurturer C) Protector D) Balancer E) Stoic

Streamline Luggage Company markets its roll-aboard suitcases to international executives and businesspeople that travel regularly. This is an example of segmenting based on ________. A) education B) occupation C) conspicuous consumption D) income E) prestige

Tests containing ambiguous stimuli, such as word-association tests and ink blots are examples of ________. A) observational techniques B) projective techniques C) depth interviews D) mechanical observation tests E) physiological observation tests

The American core value of ________ is central to the belief that people can always improve themselves. A) efficiency B) progress C) practicality D) activity E) success

The Hispanic American market is an example of which subculture? A) social class B) ethnic C) race D) religious E) gender

The Lambert family (which has five family members) gives their babysitter a high school graduation gift. This is an example of ________. A) interpersonal gifting B) intercategory gifting C) intergroup gifting D) intrapersonal gifting E) intragroup gifting

The Protestant work ethic, which considers hard work to be wholesome, spiritually rewarding, and an appropriate end in itself, is one of the roots of the American value of ________. A) efficiency B) achievement C) practicality D) activity E) success

The South and Midwest prefer white soft bread; the East and West coasts prefer firmer breads. This is an indication that marketers must recognize ________ subcultures. A) demographic B) geographic C) racial D) ethnic E) nationality

The ________ consists of brands the consumer excludes from the purchase consideration because they are felt to be unacceptable. A) inert set B) inept set C) emotional set D) independent set E) evoked set

The ________ consists of giving respondents index cards with about 100 or so jobs listed on them and asking them to arrange the cards from the most to the least prestigious. A) ladder of conspicuous consumption B) ladder of social ranking C) occupational prestige scale D) collective will scale E) social-class consciousness scale

The ________ is the most popular form of attitude scale because it is easy for researchers to prepare and to interpret, and simple for consumers to answer. A) semantic differential scale B) Likert scale C) customer value profile D) behavior intention scale E) rank-order scale

The birth of the first child marks the transition from the ________ stage to the ________ stage of the traditional family life cycle. A) bachelorhood; honeymooner B) honeymooner; parenthood C) parenthood; postparenthood D) postparenthood; dissolution E) dissolution; bachelorhood

Vacuum cleaner manufacturers should conduct research on children who perform housekeeping chores by themselves in their roles as ________. A) buyers B) maintainers C) deciders D) preparers E) gatekeepers

What is the fastest-growing American minority? A) African Americans B) Asian Americans C) Hispanic Americans D) Pacific Islanders E) Russian Americans

When a product fails to perform satisfactorily, it triggers ________ need recognition. A) hypothetical state B) actual state C) desired state D) avoidance state E) psychological state

When a researcher selects the most accessible population members from whom to obtain the information, this is considered a ________. A) simple random sample B) convenience sample C) judgment sample D) cluster sample E) quota sample

When banks use security cameras to observe problems customers may have in using ATMs, this is an example of ________. A) momentary observation B) mechanical observation C) complaint analysis D) experimentation E) physiological observation

When it comes to consumer behavior, ancestral pride associated with ________ is manifested most strongly in the consumption of ethnic foods, in travel to the "homeland," and in the purchase of numerous cultural artifacts. A) age subcultures B) nationality subcultures C) race subcultures D) religious subcultures E) gender subcultures

When segmenting women who work outside the home, the ________ is single, not necessarily looking for a husband, aspires to luxury brands, uses social networks for image management, and sees a wedding as a party (vs. a ritual). A) Plan-to-Work Housewife B) Independent Woman C) Just-a-Job Working Woman D) Mom Achiever E) Alpha Goddess

Which PRIZM segment should marketers of very expensive vacations and conspicuous luxury goods study and/or target? A) Striving Singles B) Young Accumulators C) Accumulated Wealth D) Sustaining Seniors E) Cautious Couples

Which major metropolitan area of the United States has the highest purchase/usage of mouthwash? A) New York B) Atlanta C) Boston D) Chicago E) Los Angeles

Which of the following is NOT a factor that increases prepurchase search? A) high price B) short periods of time between successive purchases C) no past experience D) a socially visible product E) high product involvement

Which of the following is a key research tool used in motivational research? A) mail surveys B) focus groups C) test markets D) mystery shopping E) mechanical observation

Which of the following is true of the "traditional elderly"? A) They are especially knowledgeable and alert customers. B) They see age as a physical state. C) They are selectively innovative. D) They seek new experiences and personal challenges. E) They feel financially secure.

Which of the following social class strata are typically conspicuous users of new wealth? A) upper-upper class B) lower-upper class C) lower-middle class D) upper-lower class E) low-lower class

Within cultural values, a world of peace and beauty and national security are examples of ________. A) personal aspects of terminal values B) interpersonal aspects of terminal values C) competence aspects of instrumental values D) moral aspects of instrumental values E) moral aspects of terminal values

Yuppies are members of the ________ subculture. A) Generation X B) Baby Boomer C) Senior D) Generation Y E) Tween

________ are consumers who use coupons or sales to decide among brands and products that fall within their evoked set. A) Practical loyalists B) Opportunistic switchers C) Bottom-line price shoppers D) Deal hunters E) Cherry pickers

In the PEN MINI CASE, the research study design is an example of ________. A) physiological observation B) mystery shopping C) test marketing D) metaphor analysis E) mechanical observation

conspicuous

Before e-readers, many women avoided reading printed erotica books in public because they felt the titles and covers of the books would reflect badly on them. The use of e-readers made the consumption of erotica books in public less __________________.

membership

Bill is an avid coin collector and belongs to a coin collectors' club, receiving a monthly magazine and invitations to exclusive events. This coin collectors' club is an example of a(n) ________ group.

In the PRICE SURVEY MINI CASE, question #1 measures response on a ________. A) bipolar scale B) Likert scale C) rank order scale D) behavior intention scale E) semantic differential scale

In the PRICE SURVEY MINI CASE, question #3 measures response on a ________. A) Likert scale B) bipolar preference scale C) semantic differential scale D) behavior intention scale E) rank-order scale

) Projective techniques are designed to ________. A) identify the best distribution chain for a particular product B) encourage consumers to buy a product C) illuminate the unconscious underlying motives of the consumer D) encourage discussion within a group about a particular product E) identify consumer impressions of product price

A ________ is a subset of the ________. A) universe; population B) population; sample C) sample; population D) population; universe E) universe; sample

A ________ is anything that represents something else. A) belief B) custom C) symbol D) more E) value

A consumer is most likely to use ________ when purchasing a new, updated version of something that he or she has purchased before, such as replacing an old laptop with a new one. A) extensive problem solving B) economic problem solving C) limited problem solving D) passive problem solving E) routinized response behavior

A husband and wife and one or more children, together with at least one grandparent living within the household, constitutes a(n) ________. A) empty nest B) married couple C) extended family D) single-parent family E) nuclear family

According to a study of external search effort associated with different product categories, as search effort increased, consumer attitudes toward shopping became more ________ and ________ time was made available for shopping.

According to the Rokeach typology of cultural orientation, communications aimed at individuals who have a personal terminal value focus and competence instrumental values should emphasize ________. A) conformity, caring for others, and social consciousness B) concern for societal issues and intense conviction to advance such causes C) one's sense of accomplishment, self-respect, and striving for a comfortable life and independence D) helping others and the role of one's skills in doing so E) moral inequity and its role in society

An electronic eye camera used to monitor the eye movements of subjects looking at a series of advertisements would be considered a tool for ________. A) mechanical observation B) momentary observation C) physiological observation D) human observation E) behavioral observation

Beth is tired of carrying around a cumbersome CD player and a heavy collection of CDs so she can listen to her music on-the-go, and so has decided to convert her CD music collection to MP3 and buy an iPod. This is an example of ________ need recognition. A) hypothetical state B) acquired state C) desired state D) avoidance state E) psychological state

Chaz is tired of lugging around a digital camera on location site visits as he tries to identify potential retail properties, so he decides to buy a new cell phone with a high quality digital camera. The desire for the new camera was prompted by ________. A) marketing mix B) prepurchase search C) need recognition D) evaluation of alternatives E) psychological field

Custom Interiors, an interior design firm, sends a holiday basket of Florida citrus fruit to its accounting firm. This is an example of ________. A) interpersonal gifting B) intercategory gifting C) intergroup gifting D) intrapersonal gifting E) intragroup gifting

________ parents are very nurturing but very restrictive in respect to consumer socialization. A) Rigid B) Indulgent C) Neglecting D) Authoritative E) Authoritarian

Depth interviews are 20- to 60-minute, non-structured interviews between the interviewer and the respondent in which ________. A) the interviewer actively directs and leads the respondent in certain directions B) the respondent answers a series of prepared questions in brief C) the interviewer minimizes his or her own participation D) the respondent is encouraged to be positive about the topic of discussion E) the respondent is asked to answer a series of multiple choice questions

Digital cameras and digital video recorders were somewhat disruptive to consumers, but did not change the basic behavior patterns established with photography and film. These are best described as ________. A) discontinuous innovations B) dynamically discontinuous innovations C) dynamically continuous innovations D) statically continuous innovations E) continuous innovations

Downscale consumers are more brand loyal than upscale consumers because ________. A) they have found the brand that satisfies their needs the best B) upscale consumers are never satisfied C) they cannot afford to make mistakes by switching to unfamiliar brands D) they have loyalty towards companies that target them specifically E) intergenerational brand transfer is more prevalent in these households

During a depth interview, which of the following is NOT part of the interviewer's strategy? A) Provide as much time as possible for the consumer to express his or her thoughts and behaviors. B) Give the consumer an opportunity to respond to specific verbal and visual materials. C) Talk as much as possible to ensure the consumer gives the answers s/he wants. D) Establish an atmosphere that encourages the consumer respondent to relax and open up to provide valuable insights. E) Probe the respondent and encourage him/her to talk freely about the product category and/or brand under study.

Frank tries to get buy-in from his father on the purchase of a new tablet by asking his father to help him research the different types of tablets and getting him involved in the shopping process. This is an example of which of the following tactics used by children to influence their parents? A) inspirational appeal B) coalition tactic C) consultation tactic D) exchange tactic E) rational persuasion

Hank wants a new digital camera and will accept for consideration any camera with greater than 10 megapixel resolution. Hank is using a(n) ________. A) lexicographic decision rule B) affect referral decision rule C) disjunctive decision rule D) conjunctive decision rule E) cognitive decision rule

Hillary has a high income and a Master's degree. She is rational and teaches her children to shop and spend responsibly. She resents the influence of the media on her children. When characterizing mothers' socialization-related attitudes, Hillary would be categorized as a ________. A) Struggler B) Nurturer C) Protector D) Balancer E) Stoic

Hype Mobile Phones wants to learn how consumers decide which mobile phones to purchase, so it places researchers in mobile phone stores and has them pose as salespeople. In this example, researchers are ________. A) third-party observers B) actors C) participant-observers D) active researchers E) imitators

In ________, the moderator-researcher usually analyzes the responses received, whereas in ________, the research supervises the analysis. A) observational research; physiological research B) quantitative research; qualitative research C) qualitative research; quantitative research D) physiological research; observational research E) secondary research; primary research

In an American cultural context, whereas ________ is its own direct reward, ________ implies an extrinsic reward. A) success; achievement B) activity; success C) achievement; success D) achievement; efficiency E) success; efficiency

In an example of ________, many predict that today's youngest generation, the Eco Boomers, will experience lower living standards than their parents. A) upward mobility B) conspicuous consumption C) downward mobility D) symbolic consumption E) reverse stratification

In cases of ________, consumers have already established the basic criteria for evaluating the product category and the various brands in the category, but have not fully established preferences concerning a select group of brands. A) extensive problem solving B) economic problem solving C) limited problem solving D) passive problem solving E) routinized response behavior

In terms of consumer behavior, ________ is defined as the sum total of learned beliefs, values, and customs that serve to direct the consumer behavior of members of a particular society. A) conformity B) individualism C) culture D) society E) subculture

In the MP3 MINI CASE, Judy's need recognition style makes her a(n) ________ type. A) desired state B) affective state C) actual state D) aspired state E) deficiency state

In the MP3 MINI CASE, the online consumer reviews that Judy reads before selecting a new MP3 player are part of the ________ component of the consumer decision-making model. A) output B) experience C) input D) trial E) process

Martin needs a new hybrid-electric car that can seat four people comfortably and has a trunk that will hold a set of golf clubs, but isn't sure which brand of hybrid-electric car would be best. Martin's is a case of ________. A) habitual problem solving B) economic problem solving C) limited problem solving D) passive problem solving E) routinized response behavior

Queens County (one of the five boroughs that make up the City of New York) is one of the most multicultural counties in America, where ________ percent of its residents were born outside the United States. A) 26 B) 36 C) 46 D) 56 E) 66

Respondents are most hostile when administered ________ surveys. A) mail B) online C) telephone D) personal interview E) focus group

Social class stems from ________, which is the degree of prestige the members of one social class have in comparison with members of the other social classes. A) religion B) power C) social status D) upward mobility E) education

Subcultures are ________. A) mutually exclusive in terms of membership B) a hindrance to market segmentation C) dynamic and evolving D) vastly different in values and beliefs from dominant American culture E) static

Survey X asks respondents to express their impression of a given price for Product Y on a continuum between expensive and inexpensive. This type of attitude scale is known as a ________. A) Likert scale B) bipolar scale C) semantic differential scale D) behavior intention scale E) rank-order scale

Surveys take several forms. Which of the following is the most expensive interview method? A) mail surveys B) telephone interview surveys C) personal interview surveys D) online surveys E) email surveys

The ________ states that members of lower classes adopt the fashions of the upper class and maintain them even after the upper class has abandoned these fashions. A) upward mobility effect B) downward mobility effect C) trickle-down effect D) exclusivity bias E) trickle-up effect

The comfort-seeking segment of Millenials that does not buy green products and cares mostly about their businesses and their families is known as ________. A) Hip-ennials B) Millennial Moms C) Anti-Millenials D) Gadget Gurus E) Old-School Millenials

The purpose of studying consumer behavior is to enable marketers to anticipate how they might better meet consumer needs by ________. A) improving profit margins B) consistently beating competitors' prices C) offering consumers more suitable products and marketing messages D) convincing consumers that they need the products the company can produce E) pushing consumers to purchase products that they need but are reluctant to buy

The segment of global youth aged 14 to 24 that acts as the hub of online social networks, focuses on revolution, creativity and deconstruction, and has members that prefer cult brands like Vespa and Vans, is called ________. A) in-crowd B) pop mavericks C) networked intelligentsia D) thrill renegades E) pop rebels

The subculture that is furthest from being homogeneous is the ________ subculture. A) African American B) Hispanic American C) Asian American D) Mexican American E) Pacific Islander

Towels, exercise clothes, water, and portable music players are ________ for going to the gym. A) symbols B) customs C) ritual artifacts D) beliefs E) values

When a researcher divides the population into mutually exclusive groups (such as age groups), then random samples are drawn from each group, this is known as a ________ sample. A) simple random B) quota C) stratified random D) cluster E) systematic random

When anthropologists immerse themselves in the environment under study, this technique is called ________. A) value measurement B) depth interviews C) field observation D) group observation E) content analysis

When automobile makers started producing more environmentally sound cars to minimize the dire consequences of emissions on our planet and its inhabitants, they were engaged in ________. A) efficiency B) health and fitness C) green marketing D) youthfulness E) achievement

Which of the following American core values serves as a social and moral justification for the acquisition of goods and services in a context such as "you worked for it," or "you deserve it"? A) materialism B) progress C) achievement and success D) external conformity E) individualism

Which of the following class strata constitute a major market for do-it-yourself products? A) lower-upper class B) upper-middle class C) lower-middle class D) upper-lower class E) lower-lower class

Which of the following is NOT a characteristic of affluent customers, relative to the less wealthy? A) healthier B) higher life expectancies C) less likely to become marketers' "customers for life" D) more pressure to achieve E) more isolated from parents

Which of the following is an important form of external information? A) memories B) past experience C) shopping D) heuristics E) knowledge

Which of the following is true of Baby Boomers? A) Baby Boomers are the youngest age cohort in America. B) Baby Boomers are cynical and do not like to be marketed to. C) Baby Boomers are consumption oriented. D) Baby Boomers are set in their ways and unwilling to try new products and services. E) Echo Boomers are the most sought-after subgroup of Baby Boomers.

Which of the following is true of gender roles and consumer behavior? A) Women have traditionally been cast as the providers or breadwinners. B) Men show superior affect and purchase intention toward ads that are verbal and complex. C) Women are prone to such shopping motives as uniqueness and assortment seeking, social interaction and browsing. D) Women exhibit superior affect and purchase intention toward ads that are comparative, simple, and attribute-oriented. E) Women are less loyal to local merchants than their male counterparts.

Which of the following is true of qualitative research? A) Sample sizes are generally quite large, which allows findings to be generalized to larger populations. B) Sample sizes are generally small, which allows findings to be generalized to larger populations. C) Sample sizes are generally small, which prevents findings from being generalized to larger populations. D) Sample sizes are generally quite large, which prevents findings from being generalized to larger populations. E) Findings of quantitative research may typically be generalized to larger populations, regardless of the size of the study.

Which of the following is true of the consumer behavior of African American consumers? A) African American consumers prefer generic products. B) African Americans are not brand loyal. C) African Americans tend to buy high fashions and name brands as "signals of their success." D) African American teens spend less on clothing and fine jewelry than other U.S. teens. E) African Americans tend to make fewer trips to the grocery store during the course of the week.

Which of the following survey methods has the highest response rate? A) mail surveys B) email surveys C) personal interview surveys D) online surveys E) postage surveys

Which of the following survey methods runs the greatest risk of interviewer bias? A) mail surveys B) email surveys C) personal interview surveys D) online surveys E) postage surveys

While obtaining secondary data before engaging in primary research has its limitations it also offers many advantages. Which of the following is an example of these advantages? A) Secondary data is always categorized in units that match those that the researcher seeks. B) Secondary data rarely exhibits bias. C) Secondary data can provide ideas for the methods to be used and the difficulties that are likely to occur during a full-scale study. D) Secondary data is generally current and up-to-date. E) Secondary data is always accurate.

Within cultural values, being ambitious, intellectual, and responsible are examples of ________. A) personal aspects of terminal values B) interpersonal aspects of terminal values C) competence aspects of instrumental values D) moral aspects of instrumental values E) moral aspects of terminal values

Within the context of the model of consumer decision making, ________ is likely to occur when a consumer is faced with a "problem." A) marketing mix B) prepurchase search C) need recognition D) evaluation of alternatives E) psychological field

________ are examples of subcultural categories based on geographic region. A) Lower, middle, and upper B) Greek, Italian, and Russian C) Eastern, Southern, and Southwestern D) Female and male E) Teenagers, Generation Xers, and the elderly

________ are procedures used by consumers to reduce the burden of making complex decisions by providing guidelines or routines that make the process less taxing. A) Evoked sets B) Inert sets C) Decision rules D) Inept sets E) Independent sets

________ can be thought of as the gift exchange that takes place between a giver and a recipient. A) Postpurchase evaluation B) Loyalty programs C) Gifting behavior D) Permission marketing E) Long-term commitment purchase

________ implies the notion of a trade-off of benefits — like the features of the purchased item — versus the sacrifice necessary to purchase it — like the time investment and the price. A) Satisfaction B) Dissonance C) Value D) Influence E) Perception

________ is a macro process concerned with the spread of a new product from its source to the consuming public. A) Adoption B) Assumption C) Diffusion D) Innovation E) Introduction

________ is defined as the process by which children acquire the skills, knowledge, attitudes, and experiences necessary to function as consumers. A) Intergenerational brand transfer B) Peer socialization C) Consumer socialization D) Shared shopping experience E) Parental socialization

________ is producing and promoting reusable and ecofriendly products. A) Humanitarianism B) Health orientation C) Green marketing D) Youthfulness E) Achievement

________ parents are very permissive, but provide their children with little or no nurturing during consumer socialization. A) Rigid B) Indulgent C) Neglecting D) Authoritative E) Authoritarian

________, the degree to which a new product is difficult to understand or use, is especially important when it comes to innovation in high-tech consumer products. A) Relative advantage B) Compatibility C) Complexity D) Trialability E) Observability

expertise; trustworthiness

Celebrity-credibility includes the audience's perceptions of the celebrity's ________________ and ______________________.

celebrity endorsement

Chuck Norris appears in social media for Era detergent, because he is tough on bad guys and the detergent is tough on stains. If he does not mention his own personal experience with the product, it is an example of a _________________________.

In the name of the core value of ________, Americans appear to be more receptive to product claims that stress "new," "improved," "longer lasting," "quicker," and increased strength. A) achievement and success B) activity C) material comfort D) progress E) individualism

individual experience

Consumers with low ____________________ are more likely to seek the advice or example of others.

A ________ consists of more than one demographic variable and combines several socioeconomic factors to determine social-class standing. A) subjective measure B) ladder of social ranking C) social consciousness scale D) multi-variable index E) socioeconomic potpourri index

A firm's marketing activities that attempt to reach, inform, and persuade consumers to buy and use its products are ________. A) policy factors B) output factors C) process factors D) marketing inputs E) sociocultural inputs

A product's package, guarantees, mass-media advertising for the product, direct marketing for the product, and the selection of distribution channels to move the product from the manufacturer to the consumer are examples of ________. A) policy factors B) output factors C) process factors D) marketing inputs E) sociocultural inputs

A study of ________ suggests postpurchase dissonance results from unsuccessful prepurchase search. A) search frustration B) out-of-stock situations C) discretionary search D) search regret E) cognitive challenges

Advertisements for high-style clothing and cosmetics usually promise that their products will enhance the consumer's exclusive or distinctive character and set him or her apart from others. This is an appeal to which American core value? A) materialism B) achievement and success C) freedom D) individualism E) humanitarianism

African American consumers currently have a purchasing power estimated to have reached ________. A) $500 billion B) $700 billion C) $900 billion D) $1 trillion E) $1.5 trillion

Americans place an extraordinary amount of importance on being involved and keeping busy. This is a widely accepted core value that relates to ________. A) achievement and success B) freedom C) efficiency and practicality D) time and activity E) external conformity

Americans' love affair with products that save time and effort, such as the microwave, are examples of the important core value of ________ in this culture. A) progress B) achievement and success C) freedom of choice D) efficiency and practicality E) external conformity

Billy tries to convince his mother to buy him a new set of markers by suggesting that he will be good and clean his room if she purchases the markers for him. This is an example of which of the following tactics used by children to influence their parents? A) inspirational appeal B) coalition tactic C) consultation tactic D) exchange tactic E) rational persuasion

What is the longest adult life stage for most consumers? A) pre-adulthood B) early adulthood C) middle adulthood D) later adulthood E) post-adulthood

Christmas is the major gift-purchasing season of the year. This corresponds with which type of subculture? A) racial B) ethnic C) age D) religious E) nationality

Cultural beliefs, values, and customs continue to be followed as long as ________. A) we learn new ones from other cultures B) that culture exists C) they are similar to other cultures, beliefs, and values D) they yield satisfaction and other benefits E) a society's members speak a common language

Culture can exist and sometimes reveal itself at different perceived or subjective levels. The ________ level refers to shared core values, customs, personalities, and predispositional factors that tend to capture the essence of the character of the citizens of a particular country. A) supernational B) supranational C) subnational D) national E) group

Customer surveys can be conducted in several popular ways. Which of these is the least expensive method? A) mail surveys B) telephone interview surveys C) personal interviews D) online surveys E) mall intercepts

Deborah is married and has a career. She multitasks and teaches her children how to become good consumers. She lets them learn from experience and make buying mistakes. When characterizing mothers' socialization-related attitudes, Deborah would be categorized as a ________. A) Struggler B) Nurturer C) Protector D) Balancer E) Stoic

Downscale consumers often spend a higher percentage of their available incomes on ________ than do their middle-class counterparts. A) entertainment B) housing C) education D) food E) clothing

During the ________ stage of the traditional family life cycle, married couples tend to be most comfortable financially. A) bachelorhood B) honeymooner C) parenthood D) postparenthood E) dissolution

Ethnicity, religion, race, and age are examples of sociocultural and demographic variables upon which ________ is/are based. A) societal analysis B) cross-national cultural analysis C) societal classifications D) subcultural divisions E) cultural classifications

External search effort associated with purchase is greatest when ________. A) consumers have high product category knowledge B) consumers do not care about the purchase C) the purchase situation is low-risk D) product category knowledge is low E) subjective knowledge is high

From a marketing standpoint, ________ is/are important since that is often what the marketers sell. A) result of the ritualistic behavior on society B) outcome of the ritual C) consistency of the ritual over time D) artifacts that are associated with the performance of the ritual E) the pervasiveness of the ritual in the society

Gordon's surveys of personal and interpersonal values included personal values and interpersonal values. Which of the following is an example of an interpersonal value? A) achievement B) goal orientation C) variety D) recognition E) routines

In a consumption-oriented society, such as that of the United States, the core value of ________ often means the acceptance of change, new products, or services designed to fulfill unsatisfied needs. A) achievement and success B) activity C) material comfort D) progress E) freedom

In a(n) ________, the consumer establishes a separate, minimally acceptable level as a cutoff point for each brand attribute he or she is considering. A) lexicographic decision rule B) affect referral decision rule C) disjunctive decision rule D) conjunctive decision rule E) cognitive decision rule

In addition to segmenting markets in terms of cultural factors, marketers also segment societies into smaller ________ that consist of people who are similar in terms of their ethnic origin, customs, and ways of behavior. A) micromarkets B) individual markets C) mass markets D) subcultures E) microsocieties

In contrast to other American population segments, Hispanic Americans are ________. A) more religious B) more populous C) more patriotic D) younger E) more highly educated

In research on the motivations of alumni who donated money to intercollegiate athletic programs, which of the following benefits is associated with being loyal to the college, helping to build a successful athletic program and continue tradition? A) prestige B) social-practical motivation C) trusting D) belongingness E) materialism

In terms of consumer behavior, an appeal to ________ frequently takes the form of reinforcing the consumer's sense of identity with products or services that both reflect and emphasize that identity. A) freedom B) efficiency C) progress D) individualism E) material comfort

In the COLLEGE MINI CASE, Columbia is part of Evelyn's ________. A) inept set B) affective set C) cognitive set D) inert set E) evoked set

In the COOKING OIL MINI CASE, the methodology used to collect sales data from checkout scanners is known as ________. A) physiological observation B) metaphor analysis C) focus group D) mechanical observation E) consumer profiling

In the GIFT MINI CASE, when Winston buys a watch for himself as a self-gift, this is known as ________. A) interpersonal gifting B) intercategory gifting C) intergroup gifting D) intrapersonal gifting E) intragroup gifting

In the MP3 MINI CASE, Judy narrows her options from 3 to 2 player models based on a(n) ________. A) compensatory decision rule B) affect referral decision rule C) lexicographic decision rule D) disjunctive decision rule E) conjunctive decision rule

In the PRICE SURVEY MINI CASE, question #4 measures response on a ________. A) Likert scale B) bipolar preference scale C) semantic differential scale D) behavior intention scale E) rank-order scale

Karen is buying a new laptop. She is looking for a light-weight computer. The laptop she purchases is a little heavier than she had originally hoped, but she was willing to accept the extra weight for a computer with a bigger, clearer screen. Karen made her purchase decision using a(n) ________. A) affective decision rule B) noncompensatory decision rule C) effective decision rule D) compensatory decision rule E) cognitive decision rule

Kim finishes a big project for school and treats herself to a coffee and piece of cake at Starbucks. This is an example of ________. A) interpersonal gifting B) intercategory gifting C) intergroup gifting D) intrapersonal gifting E) intragroup gifting

Kristen is self-focused and seeks acceptance and attention from others. She is a conspicuous consumer. She views her children as part of her image, and often gives in to her children's requests to make her life easier. When characterizing mothers' socialization-related attitudes, Kristen would be categorized as a ________. A) Struggler B) Nurturer C) Protector D) Diva E) Stoic

Many software companies allow customers to use limited versions of their software free for 30 days. This strategy tries to increase the diffusion of a new product through increasing ________. A) relative advantage B) compatibility C) complexity D) trialability E) observability

On a percentage basis, which of the following is the fastest-growing American minority? A) African Americans B) Hispanic Americans C) Latin Americans D) Asian Americans E) Eastern European Americans

Past experience is considered a(n) ________ source of information. A) irrelevant B) risky C) external D) internal E) limited

Price and channels of distribution are significant ________ of the marketer and the marketer's product. A) verbal communications B) rituals C) cultures D) symbols E) enculturations

Purchasing Advil represents ________ because consumers have experience with over-the-counter pain relievers and do not need to establish the criteria for evaluating them. A) impulse purchase behavior B) partial problem solving C) high involvement purchase behavior D) routinized response behavior E) extensive problem solving

Self-reliance, self-interest, self-fulfillment, self-esteem, and self-confidence are all exceedingly popular expressions of ________, one of the American core values. A) materialism B) achievement and success C) freedom D) individualism E) humanitarianism

Social Comparison Theory suggests ________. A) power is related to the amount of economic assets an individual has B) wealth is related to the degree of influence over others an individual has C) social stratification is only present in materialistic societies, as has been the case throughout the history of human existence D) individuals compare their own material possessions with those owned by others in order to determine relative social standing E) belonging to a given social class is no longer reflected in differences in values, attitudes and behaviors

The ________ component of the consumer decision-making model draws on external influences as sources of information about a particular product that influence a consumer's product-related values, attitudes, and behavior. A) marketing mix B) output C) decision D) input E) emotional

The ________ serves as the primary agent for enculturation. A) teacher B) media C) religions institution D) family E) educational institution

The age subculture that is most likely to use cell phones and text messaging is the ________ subculture. A) Baby Boomers B) Generations X C) Busters D) Generation Y E) Seniors

The concept of freedom in a consumer behavior sense relates to which of the following? A) freedom of speech B) freedom of press C) freedom of worship D) freedom of choice E) freedom of movement

The family function related to setting priorities regarding learning and education, recreational activities, hobbies, setting career goals, media exposure, and shopping habits is ________. A) economic well being B) emotional support C) communication support D) suitable family lifestyles E) shopping support

The feeling of social-group membership is referred to as ________. A) reputational measures B) class identification C) social class involvement D) class consciousness E) reputational class

The largest age subculture is the ________ subculture. A) Generation X B) Twixters C) Generation Y D) Baby Boomer E) Senior

The rationale for using ________ is that "birds of a feather flock together," or families of similar socioeconomics reside in the same neighborhoods or communities. A) sociodemographics B) social class C) social strata D) geodemographics E) ISC

The term ________ refers to the age segment of the population that was born between 1946 and 1964. A) Generation Y B) Twixter C) Generation X D) Baby Boomer E) Senior

The type of food that is typically shared with family and others is categorized as ________ in the context of cultural settings. A) symbolic B) individual C) cultural D) social E) experience

When Joan got transferred to a new city, she went there ahead of the rest of her family and independently shopped for and purchased a home for them to move into upon their arrival. Joan's role as the only decision maker in the house purchase makes it an example of a ________. A) husband-dominated decision B) wife-dominated decision C) joint decision D) autonomic decision E) heuristic decision

When segmenting women who work outside the home, the ________ has a number of degrees, is trying to evolve an identity that is more than being a wife and a mother, uses clothing and supplemental products to seek prestige beauty, and spends time with children doing things that please both the children and herself. A) Plan-to-Work Housewife B) Independent Woman C) Just-a-Job Working Woman D) Mom Achiever E) Alpha Goddess

Whereas ________ takes place when parents, older siblings, and family members teach younger members how to behave, ________ takes place when children imitate the behaviors of others like family, friends, or TV and movie heroes and characters. A) informal learning; technical learning B) technical learning; informal learning C) informal learning; formal learning D) formal learning; informal learning E) technical learning; formal learning

Which of the following class strata view work as means to "buy" enjoyment? A) lower-upper class B) upper-middle class C) lower-middle class D) upper-lower class E) lower-lower class

Which of the following is NOT a characteristic of field observation? A) It takes place within a natural environment. B) It is generally performed without the subjects' awareness of being watched. C) It focuses on observation of behavior. D) It most frequently focuses on in-home product usage and consumption. E) All of these are characteristics of field observation.

Which of the following is NOT one of the variables that is combined to make the family life cycle composite variable? A) marital status B) size of family C) age of family members D) family income E) employment status of the head of household

Which of the following is most likely to be used to gather descriptive and numerical information? A) motivational research B) complaint analysis C) controlled statistics D) quantitative research E) qualitative research

Which of the following is true of Hispanic-American households? A) Hispanic Americans tend to be members of smaller families. B) Hispanic Americans are less likely to live in an extended family household. C) Hispanic American households are less likely to contain children. D) Hispanic Americans spend more time caring for their children. E) The majority of all Hispanic Americans under the age of 18 living in the United States were born in Latin America.

________ offer(s) order, direction, and guidance for problem solving by providing tried and true methods of satisfying physiological, personal, and social needs. A) Beliefs B) Values C) Self-concept D) Culture E) Rationality

Which of the following is true of the Generation X market? A) Generation X members are especially receptive to being singled out and marketed to. B) Generation X members value salary over job satisfaction. C) Generation X members freely accept the values of older coworkers. D) Baby boomer media does not work for Generation X members. E) Generation X members are likely to neglect their families while striving to secure higher salaries and career advancement.

While obtaining secondary data before engaging in primary research offers many advantages, it also has some limitations. Which of the following is an example of these limitations? A) Secondary data is more expensive to obtain than primary data. B) Secondary data takes longer to obtain than primary data. C) Secondary data is inappropriate for use in exploratory research. D) Secondary data may not be accurate because of errors in gathering or analyzing the data for the original study. E) Secondary data makes it challenging to identify difficulties that are likely to arise during the full-scale study.

Why do many researchers maintain that America's middle class has been shrinking? A) the global shrinkage of the middle class B) the failing economy C) the geographic shift from metropolitans to the suburbs D) some members are moving upstream to upper-middle class while others are slipping backward to the working class E) the expansion of educational opportunity

Within cognitive age, ________ is how similar a person's interests are from those in his or her age group. A) feel age B) look age C) do age D) interest age E) chronological age

Within cultural values, being forgiving, helpful, and polite are examples of ________. A) personal aspects of terminal values B) interpersonal aspects of terminal values C) competence aspects of instrumental values D) moral aspects of instrumental values E) moral aspects of terminal values

Within the context of the model of consumer decision making, the marketing mix activities of organizations and non-marketing sociocultural influences are the chief ________ factors. A) cognitive B) output C) decision D) input E) emotional

________ a major application of causal research, in which, prior to launching a new product, elements such as package, price, and promotion are manipulated in a controlled setting in order to predict sales and possible responses to the product. A) Surveys are B) Focus groups are C) Secondary research is D) Test marketing is E) One-on-one interviewing is

________ are considered to be largely family oriented, highly industrious, and strongly driven to achieve a middle-class lifestyle. A) African Americans B) Hispanic Americans C) Latin Americans D) Asian Americans E) Eastern European Americans

________ are personal goals, while ________ are the basic approaches that an individual might take to achieve those goals. A) Instrumental values; terminal values B) Social values; core values C) Core values; cultural values D) Terminal values, instrumental values E) Cultural values; terminal values

________ are the fastest-growing religious affiliation in America. A) Roman Catholics B) Presbyterians C) Baptists D) Born-again Christians E) Muslims

________ behavior is closely related to the concept of brand loyalty, which most firms try to encourage because it contributes to greater stability in the marketplace. A) Gifting B) Trial purchase C) Permission marketing D) Repeat purchase E) Long-term commitment purchase

________ include written concept statements, drawings, photos of new products, actual product samples, and rough renditions of ads that help respondents express their inner thoughts and encourage a more precise or accurate response to what is being investigated. A) Cluster samples B) Complaint analyses C) Consumer panels D) Stimulus materials E) Mystery shops

________ is a weighted measure of occupation, source of income, house type, and quality of neighborhood to assess social class. A) Social Stratification Theory B) Chapin's Social Status Scale C) Social Comparison Theory D) The Index of Status Characteristics E) The Socioeconomic Status Score

A ________ involves the introduction of a modified product rather than a totally new product, and has the least disruptive influence on established patterns. A) discontinuous innovation B) dynamically discontinuous innovation C) dynamically continuous innovation D) statically continuous innovation E) continuous innovation

A controlled experiment ensures that differences in outcomes of different test groups are due to ________. A) demographic differences between test subjects B) multiple factors in the test environment C) differences in test environment D) differences in test administrator E) different treatments of the variable under study

A researcher who was developing a segmentation strategy for a new online dating service might collect ________, such as population statistics from the U.S. Census, then conduct a ________, such as a focus group, to gather information about the target populations attitudes and concerns. A) primary data; qualitative research B) qualitative research; questionnaire C) secondary data; quantitative research D) qualitative research; secondary data E) secondary data; qualitative research

A study is ________ if it collects the appropriate data needed to answer the research objective. A) reliable B) subjective C) legitimate D) objective E) valid

A study of more than 250 ads appearing in eight issues of Seventeen magazine, four Japanese issues, and four American issues, found that teenage girls are portrayed differently. The researcher concluded that these "differences correspond to each country's central concepts of self and society." This study is an example of ________. A) value measurement B) consumer fieldwork C) participant observation D) field observation E) content analysis

A(n) ________ is a somewhat lengthy non-structured discussion between a single respondent and a highly trained researcher. A) experiment B) survey C) focus group D) metaphor analysis E) depth interview

Ashley is a marketer for Barry's Ice Cream Sandwiches. Barry's is considering reducing the number of sandwiches in a pack from 12 to 10 without reducing the price. In order to anticipate consumers' response to this kind of effective price increase, Ashley is reviewing records of customer complaints received two years ago, when Barry's reduced its packs from 15 to 12 sandwiches. These records constitute ________. A) external secondary data B) primary data C) a focus group D) a test market E) internal secondary data

Comments of a friend, an editorial in the newspaper, and usage of a product by a family member are examples of ________. A) policy factors B) output factors C) process factors D) marketing inputs E) sociocultural inputs

Contemporary qualitative consumer research grew out of ________ A) the belief that consumers generally select those products and services that give them the highest satisfaction B) the belief that consumers generally select those products and services that carry the lowest cost C) the belief that consumers always know what they want D) the belief that consumers always understand why they do the things they do E) the rejection of the belief that consumer marketing was simply applied economics

Despite the various countries of origin of Hispanic Americans, this subcultural group is often considered as a single market based on ________. A) age B) nationality C) geographic location D) religion E) language

During the ________ stage of the adoption process, the consumer undertakes a "mental trial" of the innovation. A) awareness B) trial C) adoption D) interest E) evaluation

Extensive and limited problem solving, and routinized response behavior are three specific levels of ________. A) conjunctive decision rules B) economic problem solving C) affect referral rules D) gifting behavior E) consumer decision making

Families that do not readily fit into the family life cycle are called ________. A) atypical families B) extended families C) non-family households D) nuclear families E) nontraditional families

Focus groups and depth interviews are examples of ________ research. A) quantitative B) empirical C) experimental D) physiological E) qualitative

Friends, neighbors, coworkers, and salespeople are considered ________ prepurchase information sources. A) impersonal B) evoked C) independent D) network E) external

From a marketing viewpoint, the best way to target the Hispanic market is on the basis of the group's ________. A) Spanish surname B) Spanish spoken at home C) country of family ancestry D) country of origin E) personal ethnic identification

If the purpose of a research study is to get new ideas, then a ________ is often undertaken; alternatively, if descriptive information is sought, then some form of ________ is likely to be undertaken. A) quantitative study; qualitative study B) motivational study; descriptive study C) qualitative study; motivational study D) motivational study; quantitative study E) qualitative study; quantitative study

In cases of ________, consumers have experience with the product category and a well-established set of criteria with which to evaluate the brands they are considering. A) extensive problem solving B) economic problem solving C) limited problem solving D) passive problem solving E) routinized response behavior

In relation to consumer behavior, young female Hispanic consumers ________ than non-Hispanic females. A) prefer new, undiscovered brands more B) traditionally shop at large grocery chains more C) are more price- rather than fashion-conscious when it comes to clothing D) prefer frozen to fresh or prepared food items more E) have a higher need for uniqueness

In the COLLEGE MINI CASE, Cornell is part of Evelyn's ________. A) inept set B) affective set C) cognitive set D) inert set E) evoked set

Josie is culturally and socially isolated. She views herself as a caretaker and homemaker. She loves her children, but feels emotionally distanced from them. She deliberates regarding purchases. When characterizing mothers' socialization-related attitudes, Josie would be categorized as a ________. A) Struggler B) Nurturer C) Protector D) Balancer E) Stoic

Marge and Steve treat themselves (a small family unit) to a Caribbean cruise for their 25th wedding anniversary. This is an example of ________. A) interpersonal gifting B) intercategory gifting C) intergroup gifting D) intrapersonal gifting E) intragroup gifting

Maria needs a new pair of jeans. She knows that pants from American Eagle, in size 10, tend to fit her very well in the waist and hips and are long enough, so she goes to American Eagle and picks up a pair. Maria's is a case of ________. A) extensive problem solving B) economic problem solving C) limited problem solving D) passive problem solving E) routinized response behavior

Mothers are stronger consumer socialization agents than their husbands because ________. A) they are more involved with their children B) they often control their children's exposure to commercial messages C) they provide instruction in the skills needed to become consumers D) they regulate the amount of money children can spend and how they spend it E) all of the above

Occupation, amount of income, and education are typical variables used as ________ measures of social class. A) subjective B) consumption C) reputational D) status E) objective

Physiological observation devices ________. A) electronically monitor product inventory B) tabulate sales and revenue C) describe interactions between people D) evaluate customer satisfaction E) monitor respondents' patterns of information processing

Purchasing a diamond represents ________ because consumers buy diamonds infrequently and have no established criteria for evaluating them. A) impulse purchase behavior B) limited problem solving C) habitual purchase behavior D) routinized response behavior E) extensive problem solving

Relative to working-class study participants, young professionals are more likely to perceive themselves as ________. A) average B) frustrated about their ability to finish things C) uncertain about the future D) undisciplined E) empowered in the sense that they could achieve whatever they set their minds to

Socialization is best described as ________. A) a one-way process whereby adults socialize children B) a one-way process whereby children socialize adults C) a one-way process that occurs only during adolescence D) a one-way process that occurs only during adulthood E) a two-way process in which the young person is both socialized and influences those who are doing the socializing

Some marketers prefer ________ because they feel that the dynamic interaction between participants that takes place tends to yield a greater number of new ideas and insights. A) consumer panels B) depth interviews C) mail surveys D) mystery shopping E) focus groups

Stores where clothes are sold and the items' prices are ________ of their quality. A) rituals B) customs C) artifacts D) slang E) symbols

Studying societies via analysis of the content of verbal, written, and pictorial communications is known as ________. A) value measurement B) consumer fieldwork C) participant observation D) field observation E) content analysis

The ________ asks consumers to make subjective judgments regarding their future behavior. A) Likert scale B) semantic differential scale C) rank-order scale D) bipolar scale E) behavior intention scale

The ________ refers to the specific brands a consumer considers in making a purchase within a particular product category. A) inert set B) inept set C) emotional set D) independent set E) evoked set

The ________ stage of the basic family unit occurs with the death of one spouse. A) bachelorhood B) honeymooner C) parenthood D) postparenthood E) dissolution

The annual discretionary income of seniors amounts to ________ of the net worth of American households. A) 30% B) 40% C) 50% D) 60% E) 70%

The central tenet of ________ is that consumers are not always consciously aware of why they make the decisions they do. A) attitudinal research B) complaint analysis C) controlled experimentation D) test marketing E) motivational research

The classic Horatio Alger tale of a penniless young orphan who managed to achieve great success in business and in life is an example of ________. A) downward mobility B) conspicuous consumption C) downward comparison D) power E) upward mobility

The enculturation process consists of teaching children and young adults consumption-related values and skills like ________. A) the meaning of money and value B) how to judge product quality C) styles and preferences D) product usage E) all of the above

The independent, self-directed segment of Millenials that would rather meet people in person than online or through text and reads books instead of blogs is known as ________. A) Hip-ennials B) Millennial Moms C) Anti-Millenials D) Gadget Gurus E) Old-School Millenials

The learning of one's own culture is known as ________. A) acculturation B) exculturation C) proculturation D) inculcation E) enculturation

The preference of lower classes for goods with an external point of identification constitutes a cultural difference on the ________ level. A) supranational B) national C) individual D) reference E) group

The three primary ethnic subcultures in America, in order from most populous to least populous, are ________. A) Asian Americans, African Americans, and Latinos or Hispanics B) Asian Americans, Latinos or Hispanics, and African Americans C) African Americans, Asian Americans, and Latinos or Hispanics D) African Americans, Latinos or Hispanics, and Asian Americans E) Latinos or Hispanics, African Americans, and Asian Americans

Tom wants a candy bar and is trying to decide between a Crunch, a Snickers, or a Milky Way. These three candy bars are in Tom's ________. A) inert set B) inept set C) emotional set D) independent set E) evoked set

Traditionally, ________ is defined as two or more people related by blood, marriage, or adoption who reside together. A) friendship B) celebrity C) household D) a work group E) family

When an ad for Everlast fitness equipment encourages bike riders to train harder and states Everlast's power packs enable them to recover faster from strenuous training, it is focused on the individual rider's quest for ________. A) humanitarianism B) freedom of choice C) materialism D) practicality E) achievement

When discussing subcultures, it is important to note that each individual could be a member of ________. A) either the dominant culture or a subculture B) one subculture only C) two subcultures only D) four subcultures at the most E) many subcultures, as there is no limit

When segmenting women who work outside the home, the ________ is older, employed, moneyed, content, open to and responsive to new technologies, watches more TV than other working women, and likes newspaper inserts. A) Plan-to-Work Housewife B) Independent Woman C) Just-a-Job Working Woman D) Mom Achiever E) Alpha Goddess

Which DSWI Household Classification group is most likely to consume healthy food items and avoid convenience foods? A) dual low occupation career couples, white-collar husband B) nonworking wives C) low husband occupation households D) dual low occupation career couples, blue-collar husband E) very high occupation career couples

Which major metropolitan area of the United States has the highest purchase/usage of frozen yogurt? A) New York B) Atlanta C) Boston D) Chicago E) Los Angeles

Which of the following is NOT a part of a research report? A) a brief executive summary of the findings B) recommendations for marketing action C) a full description of the methodology used D) the results of the research efforts E) All of the above are part of a research report.

Which of the following is a way that marketers transmit information that allows consumers to express shared cultural values? A) magazines B) virtual communities C) blogs D) Tweets E) all of the above

Which of the following is most likely to be used to generate new ideas, like for positioning or repositioning a product? A) applied economics B) complaint analysis C) controlled statistics D) quantitative research E) qualitative research

Which of the following is true of social class as it relates to saving, spending, and credit? A) Upper-class consumers tend to use their bank credit cards for installment purchases. B) Young professionals perceive themselves as being average and have a strong sense of uncertainty about the future. C) Lower-class consumers are more future oriented and confident of their financial acumen. D) Lower-class consumers tend to pay their credit card bills in full each month. E) Upper-class purchasers use their credit cards as a convenient substitute for cash and pay their credit card bills in full each month.

Which of the following is true of the "new-age elderly"? A) They are not innovative. B) They seek stability and a secure routine. C) They perceive themselves to be of normal health for their age. D) They feel life should be dependable and routine. E) They see themselves as younger than their chronological age.

Within a cultural context, advertising has the expanded mission of ________. A) generating new consumer needs B) acculturating the young C) enhancing consumer awareness of the needs of others D) replacing the family as the primary vehicle for consumer socialization E) aiding in the dissemination of new tastes, habits, and customs

Within cultural values, happiness and self-respect are examples of ________. A) instrumental values B) core values C) cultural values D) social values E) terminal values

Within the context of the model of consumer decision making, the ________ includes the unwritten codes of conduct that indicate which consumption behavior should be considered "right" or "wrong." A) marketing mix B) output C) decision D) input E) sociocultural influences

Within the context of the model of consumer decision making, the ________ represents the internal influences that affect consumers' decision-making processes. A) marketing mix B) prepurchase search C) decision D) evaluation of alternatives E) psychological field

________ are examples of subcultural categories based on age. A) Lower, middle, and upper B) Greek, Italian, and Russian C) Eastern, Southern, and Southwestern D) Female and male E) Teens, Generation Xers, and older Americans

________ constitute the largest Hispanic subcultural group. A) Cubans B) Dominicans C) Nicaraguans D) Puerto Ricans E) Mexicans

________ happens when teachers instruct children, in educational environments, about what should be done, how it should be done, and why it should be done, in social as well as personal settings. A) Formal learning B) Media learning C) Informal learning D) Televised learning E) Technical learning

________ include acquisition costs, profits generated from the individual sales to each customer, the costs of handling customers and their orders, and the expected duration of the relationship. A) Consumer panels B) Data generators C) Quota samples D) Probability samples E) Lifetime value profiles

________ is already existing information that was originally gathered for a research purpose other than the present research. A) Explanatory data B) Primary data C) Qualitative data D) Test data E) Secondary data

________ is original data collected by individual researchers or organizations to meet specific objectives. A) Reliable data B) Valid data C) Secondary data D) Objective data E) Primary data

________ parents are very restrictive and not nurturing in respect to consumer socialization. A) Rigid B) Indulgent C) Neglecting D) Authoritative E) Authoritarian

________ responsibilities have been expanding because attaining good jobs as adults has become harder and parents feel that children must be ahead of other children from a young age. A) Intergenerational brand transfer B) Peer socialization C) Consumer socialization D) Shared shopping experience E) Parental socialization

A gift given to a romantic other involves lower emotional expectation than a gift given to a friend.

False

doctors

In which product category would the role of the opinion leader during the decision making process likely be most important to the marketer?

power

Individuals may be influenced to conform to a group based on the group's __________________, but they are unlikely to change their attitudes or internalize their choices if they conform for this reason.

adopter categories

Innovators, early adopters, early majority, late majority, and laggards are all ________.

conformity

Marketers of new brands or brands that are not market leaders may argue against __________________, trying to convince consumers not to follow the crowd.

individual personality

Need for affiliation, need to be liked by others and other directedness are examples of ________________________ variables that increase the likelihood an individual is receptive to group influences.

category specific

Opinion leadership tends to be ________.

source credibility

Past performance and reputation of the brand, and the image and attractiveness of the spokesperson used are all factors on which ________ is judged.

symbolic

Professional tennis players may constitute a(n) ________ group for an amateur tennis player who identifies with certain players by imitating their behavior whenever possible despite the fact that the amateur tennis player does not qualify for membership as a professional tennis player because he/she has neither the skills nor the opportunity to compete professionally.

shopping group

Referral programs, which offer rewards to current members who convince others to join, are an important element of ______________________.

comparative

Sheila admires her boss, Jerry, so she aspires to live her lifestyle and have similar possessions. Jerry exerts _________________ influence on Sheila.

social proof

Standing in a crowd waiting for a retail shopping experience, shoppers see themselves as making the right buying decision - a concept known as _______________________.

opinion leadership

The process by which one person informally influences the actions or attitudes of others is known as ________.

sociometric

The _____ method of measuring opinion leadership captures person-to-person communications about a product or brand among members of a community where most people know each other by name.

reputation; influence

The _____ of the retailer who sells the product has a major ______ on message credibility.

innovator

The ________ category tends to perceive little risk in adopting new products. These consumers are even willing to pay high prices for newly-introduced products because they enjoy being the first to own them.

early majority

The ________ constitutes the first half of the "mass market" of consumers who would purchase a somewhat-established product.

self-designated

The ________________ method of measuring opinion leadership employs a self-administered questionnaire that requires respondents to evaluate the extent to which they have provided others with information about a product category or brand.

sociometric

The ________________________ method measures opinion leadership by tracking person-to-person communications about a product or brand among members of a community where most people know each other by name.

the family

The consumer's earliest and often most influential reference group is __________________.

influence

The degree of _____________________ that a reference group exerts on an individual's behavior depends on the individual, product and social factors.

conspicuousness

The degree of reference group influence on purchase decisions varies according to product _________________, or how much it stands out and is noticed by others.

consumer innovators

The first people to purchase a new product are considered ________.

medium credibility

The image of Vogue magazine adds status to the products advertised within the magazine. This is an example of ______________________.

the ability of the product, service, or brand, to deliver consistent quality, value, and satisfaction to consumers

The key basis for message credibility is ________.

it is interpersonal and informal and takes place between two or more people, none of whom represents a commercial selling source that would gain directly from the sale of something

The key characteristic of the influence associated with opinion leadership is that ________.

the source's credibility

The key factor underlying the persuasive impact of a personal or interpersonal message received from either a formal or informal source is ________.

laggard

The members of the ________ category of adopters are the very last consumers to purchase a new product. They are generally high risk-perceivers and the last ones to recognize the value of innovative products.

late majority

The members of the ________ category of adopters take a relatively long time to evaluate whether or not they would benefit from owning a product and, most likely, perceive more risk in all consumption situations than members of the preceding adopter groups.

sleeper effect

The phenomenon known as the ________ suggests that both positive and negative credibility effects external to the message itself tend to disappear after six weeks or so.

differential decay

The theory of ________ suggests that the memory of a negative cue, such as a low-credibility source, simply decays faster than the memory of the message itself, leaving behind the primary message content.

e-wom

The three dimensions underlying consumers' engagement in ________ are tie strength, similarity among group members, and source credibility.

) Marketers may use qualitative research findings to discover new ideas and develop promotional strategies and quantitative research findings to estimate the extent or amount of consumers who react in a particular way.

True

A unique feature of a compensatory decision rule is that it allows a positive evaluation of a brand on one attribute to balance out a negative evaluation on some other attribute.

True

self-designated

When Damon filled out a survey for the sporting goods store he favors, it asked him to respond to items that asked for his agreement on items about his influence on his friends. These items were attempting to measure his opinion leadership using the __________________ method.

informal source

When Joe wanted to get a new outboard motor for his sailboat, he consulted a forum for British Seagull motors and connected with Jim. Jim gave him information about the outboard motor he was considering. Jim, the individual Joe met and respected online who gave him product information and advice, is an example of a(n) _________________________.

celebrity actor

When Kaley Cuoco (the actress who plays Penny in the television show Big Bang Theory) plays the role of a genie who grants wishes in a Toyota commercial, or the role of "The Negotiator's" daughter in Priceline commercials, she is characterized as a ____ _____..

early majority

When a product is first introduced, the ________ consider purchasing it to be risky because it is new. After a relatively small but not insignificant number of consumers purchased the product (and probably after the price has gone down), they conclude that purchasing the product is wise.

celebrity testimonial

When celebrity/pro golfer Phil Mickelson appears in a commercial to talk about his experience with a prescription medication for arthritis, he is serving as a _____________________.

respected; highly

When the source is well _____ and _____ thought of by the intended audience, the message is much more likely to be believed.

E) All of the above enhance the credibility of a salesperson

Which of the following does NOT enhance the credibility of a salesperson? A) Looking the customer/prospect in the eye B) Outward signs of success C) Driving an expensive, late-model car D) Dressing the part of an expert E) All of the above enhance the credibility of a salesperson

D) whether the spokesperson is a member of a symbolic reference group

Which of the following is NOT one of the factors that affects the relationship between the effectiveness of messages and the spokespersons or endorsers they feature? A) synergy between the endorser and the type of product/service advertised B) similarity between the endorser's demographic characteristics and those of the target audience C) the trust the consumer has in the marketer of the advertised product D) whether the spokesperson is a member of a symbolic reference group E) the congruency of the contents of the message with the spokespersons' qualifications

B) reduce search and shopping time

Which of the following is NOT one of the motivations of opinion leaders? A) Reduce post-purchase dissonance B) Reduce search and shopping time C) Gain attention from others D) Show off expertise E) Gain experience converting others

B) Provide the individual with the means or capital to purchase the product

Which of the following is NOT something a reference group must do to influence its members? A) Inform or make members aware that the brand or product exists B) Provide the individual with the means or capital to purchase the product C) Provide the individual with the opportunity to compare his or her own thinking with the attitudes and behavior of the group D) Influence the individual to adopt attitudes and behavior that are consistent with the group's norms E) Legitimize the member's decision to use the same products as other members

A) They prefer wearing stylish clothing and pay attention to what others are wearing

Which of the following is a characteristic of a conformist?

E) All of the above are characteristics of conformists

Which of the following is a characteristic of a conformist? A) They always pay close attention to others' reactions to their behaviors B) They often pick up slang expressions from others and start using them C) They change their mannerisms and approaches if they feel someone they are interacting with disapproves of them D) They are guided by others' behavior if they feel unsure how to behave in a situation E) All of the above are characteristics of conformists

They follow new products that come into the markets in the product category

Which of the following is a characteristic of an opinion leader?

perseverance

Which of the following is not one of the dimensions in measuring the credibility of a person or organization?

when assembled or unassembled products are available, they buy assembled versions of products, even if they are a bit more expensive

Which of the following is true of the characteristics of risk-averse consumers?

Consumers with strong ethnic identities are more likely to be persuaded by endorsers with similar ethnicity than individuals with weaker ethnic identities.

Which of the following statements is true about spokespeople?

Conformists

______ often pick up slang expressions from others and start using them.

opinion leaders

________ are considered expert informal sources of information.

reference groups

________ are groups that serve as frames of reference for individuals in their consumption decisions because they are perceived as credible sources.

brand communities

________ are specialized, non-geographically bound communities formed on the basis of attachment to a product or brand.

normative

________ reference groups influence broadly defined values or behavior.

comparative

________ reference groups serve as benchmarks for specific or narrowly defined attitudes or behavior.

word-of-mouth

_________________ is an unpaid form of promotion, oral or written, in which satisfied customers tell other people how much they like a business, product, service or event.

Not-for-profit; for-profit

_________________ sources generally have more credibility than _______________ sources.

institutional advertising

__________________ consists of promoting a company's image without referring to any of its offerings.

source credibility

___________________, or the source's persuasive impact, stems from its perceived expertise, trustworthiness, and believability.

vendor credibility

____________________, or the reputation of the retailer who sells the product, has a major influence on message credibility.

source credibility

_____________________ is the believability of the endorser, spokesperson, or individual in an advertisement.

reference groups

_____________________________ are groups that serve as sources of comparison, influence and norms for people's opinions, values and behaviors.

virtual community

group of foodies that Nora has never met and only interacts with through online websites and a Facebook group, where group members share recipes and recommendations, is an example of a _______________________.

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