Solomon01 Tif

CHAPTER 1

CONSUMERS RULE

Multiple Choice

1. A lot of product information as well as recommendations to use or avoid particular brands is transmitted by conversations among real people. Which of the following scenarios most accurately describes how the typical teenager/college student would probably receive his or her product information about acquiring a new Palm Pilot personal communication device? a. Ask his or her parents. b. Read an ad in a newspaper. c. Visit a consumption community online. d. Ask his or her college professor or career counselor.

Answer: (c) Difficulty: (M) Application Page: 5-6

2. If a consumer researcher were to study consumers from the perspective of a person’s lifestyle and personality, the researcher would be studying a category called: a. demographics. b. psychographics. c. dualism. d. character.

Answer: (b) Difficulty: (M) Fact Page: 6

3. Sam Newman is an avid fisherman and outdoorsman. When Sam chooses to investigate the newest happenings in fishing and hunting via Outdoor World’s Web site, he is making a ____________. a. lifestyle statement. b. demographic statement. c. age statement. d. generation statement.

Answer: (a) Difficulty: (E) Application Page: 7

4. _________________ is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. a. Market research b. Cultural dynamics c. Role theory d. Consumer behavior

Answer: (d) Difficulty: (E) Fact Page: 7

5. Some theorists believe that each consumer has lines, props, and costumes that are necessary to put in a good performance (as a way of explaining consumer behavior). These ideas are best classified as an explanation of which of the following? a. Cultural theory b. Psychographics c. Role theory d. Humanist theory

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Answer: (c) Difficulty: (H) Fact Page: 7

6. In its early stages of development, the field of consumer behavior was often referred to as _________________. a. home economics. b. buyer behavior. c. Bayesian economics. d. consumption laws.

Answer: (b) Difficulty: (E) Fact Page: 8

7. When two or more organizations or people give and receive something of value, ________________ has taken place. a. role replacement b. semiotics c. exchange d. marketing

Answer: (c) Difficulty: (M) Fact Page: 8

8. Mark James has decided that he needs a new DVD player before he has friends over on Saturday night. He goes to a local electronics store, evaluates his options, and purchases a new 5-disk multi-change DVD player. He pays cash for the unit and hurries home to install his new player. Which of the following terms most accurately describes Mark James according to the study of consumer behavior? a. Mark James is a consumer. b. Mark James is an influencer. c. Mark James is a trendsetter. d. Mark James is a gatekeeper.

Answer: (a) Difficulty: (M) Application Page: 8

9. Which of the following questions would be considered to be prepurchase issues from a a consumer’s perspective? a. How are consumer attitudes toward products formed and/or changed? b. What cues do consumers use to infer which products are superior to others? c. Does the product provide pleasure or perform its intended function? d. How does the consumer decide that he/she needs a product?

Answer: (d) Difficulty: (H) Fact and Application Page: 8, Figure 1.1

10. Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a prom dress. This has been one of the most stressful shopping trips she has ever been on. Jenny has just faced a series of issues from a consumer’s perspective. Which of the following issues’ categories would most accurately describe the context in which Jenny’s stressful decision took place? a. Pre-purchase issues. b. Purchase issues. c. Post-purchase issues. d. Economic issues.

Answer: (b) Difficulty: (H) Application Page: 8, Figure 1.1

11. It is often necessary to identify groups of consumers who are similar to one another in one or more ways. The process of doing this is called: a. differentiation.

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b. demographics. c. cultural exchange. d. market segmentation.


12. Measuring such statistical aspects of a population as birth rates, age distribution, and income is called: a. differentiation. b. demographics. c. cultural exchange. d. market segmentation.


13. All of the following would be areas that would be considered major segmentation variables (ways to segment markets) EXCEPT: a. age. b. gender. c. health status. d. lifestyle.

Answer: (c) Difficulty: (M) Fact Page: 10-13

14. In 2002, Crest introduced Crest Rejuvenating Effects. The toothpaste is sparkly, teal- toned, and tastes like vanilla and cinnamon. Which of the following market segmentation variables did Crest use to construct its introduction strategy for this product? a. Gender. b. Age. c. Race and ethnicity. d. Social class and income.

Answer: (a) Difficulty: (M) Fact and Application Page: 12

15. Researchers have found that consumers within __________________ are approximately equal in terms of their incomes and social standing in the community. a. the same culture b. the same neighborhood c. the same reference group d. the same social class

Answer: (d) Difficulty: (H) Fact Page: 12

16. Many marketers have realized that a key to success is building relationships between brands and consumers that will last a lifetime. This form of marketing interaction with consumers is called: a. database marketing. b. success marketing. c. partnership marketing. d. relationship marketing.


17. _________________ involves tracking consumers’ buying habits very closely and crafting products and messages tailored precisely to people’s wants and needs based

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on this information. a. Database marketing b. Psychographic marketing c. Relationship marketing d. Partnership marketing

Answer: (a) Difficulty: (M) Fact Page: 13

18. Which of the following is the BEST illustration of the use of database marketing? a. Budweiser Beer featuring an athlete competing in a wheelchair marathon. b. Microsoft targeting teenagers with their newest Windows 2000 software product. c. Ritz-Carlton hotels recording a guest’s preferences on one visit (such as a desire for decaf coffee) so room service will be prepared to honor the preference when the guest next visits any Ritz-Carlton hotel. d. A local dinner theater advertising coming attractions in the local newspaper and online.

Answer: (c) Difficulty: (H) Application Page: 13

19. ________________, consisting of music, movies, sports, books, celebrities, and other forms of entertainment consumed by the mass market, is both a product of and an inspiration to marketers. a. The “New Age” b. Popular consumption c. Popular culture d. Trends


20. One of the fundamental premises of the modern field of consumer behavior is that people often buy products not for what they do, but for: a. how other people see them. b. their cost. c. irrational reasons. d. what they mean.

Answer: (d) Difficulty: (M) Fact Page: 14

21. Lucy Chiang recently purchased a lovely ceramic bowl that featured a red dragon design. When she thought about her purchase, she found that she really had no justifiable reason for the purchase other than it reminded her of the bowls her mother used for evening meals when she was a child in Hong Kong. Which of the following types of relationships with a product would be the best explanation for Lucy’s purchase of the dragon bowl? a. Self-concept attachment. b. Nostalgic attachment. c. Interdependence. d. Cohort attachment.

Answer: (b) Difficulty: (M) Application Page: 15

22. Consumption may be viewed as a process that can be described as any of four distinct types of activities. Which of the following consumption activities would BEST MATCH a situation where there was an emotional or aesthetic reaction to consumption of objects? a. Consuming as experience.

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b. Consuming as integration. c. Consuming as classification. d. Consuming as play.

Answer: (a) Difficulty: (H) Fact and Application Page: 15

23. Consumption may be viewed as a process that can be described as any of four distinct types of activities. Which of the following consumption activities would BEST MATCH a situation where learning and manipulating consumption objects are used to express certain aspects of self or society? a. Consuming as experience. b. Consuming as integration. c. Consuming as classification. d. Consuming as play.

Answer: (b) Difficulty: (H) Fact and Application Page: 15

24. Fred Samuels and Tim Ryan love going to Chicago Cubs’ games. Part of the reason for their enjoyment is the real feeling of family that they get while sitting in Wrigley Field. From talking with other fans to participating in a “wave” to cheer the team on or just feeling that one is really a part of the Cubs team, both Fred and Tim get the chance once a week to really lose themselves in the pure pleasure and fun of being Cubbies. Which of the following consumption activities would BEST MATCH the situation being experienced by Fred and Tim? a. Consuming as experience. b. Consuming as integration. c. Consuming as classification. d. Consuming as play.

Answer: (d) Difficulty: (H) Application Page: 15

25. The Internet has had a profound impact on the way consumers shop and process information. In 2001, __________ of Americans had access to the Internet. a. 58 percent b. 74 percent c. 83 percent d. 96 percent


26. Electronic marketing has increased convenience by breaking down many of the barriers caused by: a. cost and availability. b. time and location. c. desire and style. d. supply and demand.


27. James Washington loves R&B and Soul music. One of his true pleasures in life is to go online several times a week and discuss music trends with new friends that he has met via the Internet. Motown Records sponsors an online “meeting space” for collectors and enthusiasts just like James. Which of the following would best describe where James Washington goes several times a week to discuss his passion? a. A general chat room. b. A consumer network.

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c. A virtual brand community. d. An extranet.

Answer: (c) Difficulty: (M) Application Page: 18

28. What has been the impact of the World Wide Web on consumers? According to a recent study, more than one-third of respondents who have access to the Internet reported that they were online at least __________ per week. a. 5 hours b. 8 hours c. 10 hours d. more than 15 hours

Answer: (a) Difficulty: (H) Fact Page: 19

29. Business ethics are: a. standards applied to Fortune 500 companies. b. diminishing in importance as we move to a “wired world” where personal contact is being reduced. c. rules of conduct that guide actions in the marketplace. d. rules of conduct enforced by the Bureau of Ethical and Consumer Affairs.

Answer: (c) Difficulty: (E) Fact Page: 21

30. A Conference Board survey of U.S. consumers found that the most important criterion when forming opinions about corporations is: a. social responsibility. b. promotion and advertising. c. history of the organization. d. who is the CEO.

Answer: (a) Difficulty: (E) Fact Page: 21

31. ____________ essentially are rules of conduct that guide actions in the marketplace. a. Business etiquette b. Business policies c. Business law d. Business ethics


32. According to the material provided in the chapter, one of the most common and stinging criticisms of marketing is that marketing techniques (especially advertising) are responsible for: (Pick the BEST answer provided that it covers MOST situations) a. convincing consumers that they “need” many material things and that they will be unhappy if they don’t have these “necessities.” b. making consumers feel inferior if they don’t match Madison Avenue’s standard of wealth and power. c. making consumers feel inadequate if they cannot cook a family meal and prepare it in elegant surroundings. d. making consumers feel inadequate with respect to sexual needs and desires.


33. Jillian Brooks loves dance, the arts, and music. As she has purchased and explored via the Internet, she has requested that dance, art-oriented, and music Web sites

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contact her with new information (as it becomes available), products, and further ways to explore her hobbies. With respect to who controls market offerings, Jillian has created what is called: a. marketspace. b. timespace. c. buyingspace. d. consumerspace.

Answer: (d) Difficulty: (M) Application Page: 22

34. According to information presented in the textbook, all of the following would be serious questions facing marketers today EXCEPT: a. do marketers create artificial needs? b. are advertising and marketing necessary? c. do marketers kill or maim consumers? d. do marketers promise miracles?

Answer: (c) Difficulty: (E) Fact Page: 23-25

35. When an advertisement for a national brand shampoo shows a plain woman using the product, then being transformed with a new hairstyle, dressing in elegant clothes, and having the “man of her dreams” appear on her doorstep, this would be an illustration of which of the following criticisms of the marketing system? a. Advertising and marketing making their functions necessary. b. Promising miracles. c. Creating artificial needs. d. Spending the most creates the most demand.

Answer: (b) Difficulty: (E) Application Page: 25

36. Which of the following Federal acts established the Consumer Products Safety Commission to identify unsafe products, establish safety standards, recall defective products, and ban dangerous products? a. Robinson-Patman Act. b. Federal Fair Packaging and Labeling Act. c. Consumer Goods Pricing Act. d. Consumer Product Safety Act.

Answer: (d) Difficulty: (E) Fact Page: 25, 26, Table 1.1

37. Morris Davis believes that advertising and marketing have too much impact on a consumer’s daily life. To fight this problem, Mr. Davis has just recently initiated a Web site called “Junk It!” His Web site invites disgruntled consumers to communicate with him about marketing invasions of their privacy and individual space. Mr. Davis believes that change comes slowly but that consumers must fight to preserve their culture and freedom from marketers and advertisers. Which of the following terms best expresses the actions being taken by Mr. Davis to disrupt what he perceives are inappropriate marketing and advertising actions? a. Marketing myopia. b. Cultural symbolism. c. Culture jamming. d. Blackmailing spammers.

Answer: (c) Difficulty: (M) Application Page: 25, 26

38. Many firms choose to protect or enhance the natural environment as they go about

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their business activities. This practice is known as: a. consumer marketing. b. social marketing. c. natural marketing. d. green marketing.


39. If a company tries to encourage such positive behaviors as increased literacy and social responsibility through its own marketing practices, the company is practicing: a. consumer marketing. b. social marketing. c. natural marketing. d. green marketing.


40. There is a dark side to consumer behavior. All of the following practices would embrace this dark side EXCEPT: a. consumer terrorism. b. addictive consumption. c. lifestyle consumption. d. compulsive consumption.

Answer: (c) Difficulty: (E) Fact Page: 30, 31

41. Trigon Products is considering adding a new product to its line of candies for teenagers. The new product will be Nico Mints. These nicotine-laced mints will give the person consuming the mint about the same amount of nicotine found in a “lite” cigarette. If Trigon Products goes through with its plans, then it will be orienting its marketing and production strategies to which of the following consumption practices? a. Consumer terrorism. b. Addictive consumption. c. Lifestyle consumption. d. Compulsive consumption.


42. When asked, a buyer confessed that “I seemed possessed when I went into a store. I didn’t care what I bought. I loved the attention I received while I was buying. Buying made me feel important.” This form of behavior would be an example of which of the following? a. Advertising-related behavior. b. Consumer manipulation. c. Compulsive consumption. d. Addictive credit card use.

Answer: (c) Difficulty: (E) Application Page: 31

43. All of the following are considered to be elements of negative or destructive consumer behavior EXCEPT: a. the behavior is not done by choice. b. the gratification derived from the behavior is short lived. c. the person experiences strong feelings of regret or guilt afterwards. d. the person seeks to punish others with their behavior.

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44. People who are used or exploited, willingly or not, for commercial gain in the marketplace are called: a. consumed consumers. b. disadvantaged consumers. c. compulsive consumers. d. fringe consumers.


45. ________________ is the industry term for inventory and cash losses due to shoplifting and employee theft. a. Gray marketing b. Black marketing c. Shrinkage d. Spiffs


46. When members of the clergy in areas that are heavily populated by minorities organize rallies to protest the proliferation of cigarette and alcohol advertising in their neighborhoods (even to the point of defacing or destroying billboards that carry the messages), they are participating in a practice called: a. cultural resistance. b. anti-consumption practices. c. environmental monitoring. d. social responsibility activism.Answer: (b) Difficulty: (M) Fact and Application Page: 33

47. If a consumer researcher wished to explore ways in which underlying messages were communicated by models and ads in a magazine, the consumer researcher would adopt which of the following disciplinary focus? a. Semiotics/literary criticism. b. Sociology. c. Cultural anthropology. d. Clinical psychology.

Answer: (a) Difficulty: (H) Fact Page: 35, Table 1.248. A _____________ occurs when a competing paradigm challenges the dominant set of assumptions. a. paradigm model b. paradigm shift c. paradigm alignment d. paradigm vortexAnswer: (b) Difficulty: (M) Fact Page: 36

49. The perspective that emphasizes human reason is supreme and that there is a single, objective truth that can be discovered by science is called: a. fundamentalism. b. interpretivism. c. positivism. d. postmodernism.


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CHAPTER 2

PERCEPTION

Multiple Choice

1. The immediate response by our eyes, ears, nose, mouth, or fingers to such basic stimuli as light, color, sound, odor, and texture is called: a. reception. b. awareness. c. perception. d. sensation.


2. ________________ is the process by which sensations are selected, organized, and interpreted. a. Reception b. Sensation c. Perception d. Awareness


3. Jin Franklin is driving through a crowded shopping district when she smells the wonderful aroma of fresh baked bread. She looks to see if a bakery or restaurant is nearby but sees nothing except clothing stores. Trying to find and then clarify meaning in this case would be an exercise in: a. reception. b. sensation. c. perception. d. fact finding.


4. Exposure, attention, and interpretation make up the process of: a. consumption. b. perception. c. retention. d. stimulus referral.

Answer: (b) Difficulty: (M) Fact Page: 49, Figure 2.1

5. Which of the following would be the best illustration of sensory data emanating from the external environment? a. A young man remembers the taste of a favorite ice cream. b. An older woman remembers what it was like to bake a birthday cake for her children. c. A student daydreams about scoring a winning run in a ballgame. d. A student smells fresh flowers from a teacher’s desk.

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6. Nadia Ali loves the feel of her new sweater and the smell of her leather car seats on a crisp fall day. As she passes a billboard, she sees an ad for Baskin-Robbins ice cream and immediately does a U-turn into the shopping center where she knows the famous ice cream store is located. In the above example, Nadia is responding to: a. sensory inputs emanating from the external environment. b. sensory inputs emanating from the internal environment. c. emotional outputs. d. decision sequences dictated by sensory outputs.

Answer: (a) Difficulty: (H) Application Page: 49

7. Hedonic consumption has been seen as: a. the art of rational consumption and decision-making. b. purely social interaction and this interaction’s ability to influence decision-making. c. the multi-sensory, fantasy, and emotional aspects of consumers’ interactions with products. d. consumption motivated by subliminal suggestion.


8. Marketers rely heavily on visual elements. Meanings are communicated on the visual channel through a product’s color. In many Eastern societies, the color ___________ is associated with mourning. a. yellow b. purple c. white d. black


9. Colors often look duller to older people. Because of this fact, car companies often make adjustments in color selections aimed at older consumers. Since Lexus sells to many mature consumers, which of the following car colors accounts for 60 percent of all Lexus sales? a. Black. b. Blue. c. Red. d. White.


10. Color plays a dominant role in Web page design. Assume that you were the marketing manager for a start-up dot.com business and wanted to capture a Web surfer’s attention quickly. To capture attention, which of the following colors would you most probably want to use for your opening Web page’s background? a. Black. b. Pastel Blue. c. Green. d. White.


11. In a recent court case, Kodak successfully defended its right to protect the Kodak colors (yellow, black, and red) from competitor infringement. When a company is

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strongly associated with a color or combination of colors it is called the company’s: a. color lock. b. trade dress. c. hue orientation. d. color right.


12. __________ can stir emotions or create a calming feeling. a. Vibrations b. Taste c. Odors d. Subliminal advertising


13. With respect to sensory stimulation, research has shown that __________ is a direct line to good or bad feelings, hunger, and even memories of happy times. This sense is processed by the limbic system, the most primitive part of the brain and the place where immediate emotions are experienced. a. smell b. sight c. touch d. taste

Answer: (a) Difficulty: (M) Fact Page: 54-55

14. The marketing world has embraced smell as a dynamic sensory stimulation process. All of the following are now part of what is called scented marketing (a $90 million business) EXCEPT: a. scented clothes. b. scented cars and planes. c. scented advertisements. d. scented emails.


15. The Muzak Corporation estimates that its recordings are heard by 80 million people every day. If a company wishes to counteract a lull in consumer activity, Muzak can program their music to increase tempo gradually to offset consumer inactivity. In formal terms this technique would be called: a. stimulus progression. b. stimulus input. c. stimulus polarity. d. stimulus recession.


16. The Japanese are tuned to using sensory mechanisms and stimulations in the construction of their cars. The Japanese usage of what they call Kansei engineering is associated with which of the following sensory elements? a. Taste. b. Smell. c. Sight. d. Touch.

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17. Males and females have different appreciations of textures (touch sensitivity). When feeling fabrics, which of the following fabrics is evaluated as “high class” by males? a. Wool. b. Silk. c. Denim. d. Cotton.

Answer: (a) Difficulty: (M) Application Page: 57, Table 2.1

18. Changes in our culture also determine the tastes we find desirable. There is a greater appreciation of ethnic dishes than before. Which of the following best reflects a current trend with respect to the American consumers’ taste preferences? a. Fish-flavored chips. b. The desire to find the ultimate pepper sauce. c. The desire for more bland-tasting foods to aid in the consumers’ desire to lose weight. d. Pork-flavored sandwich meats.

Answer: (b) Difficulty: (M) Fact Page: 58, 59

19. _______________ occurs when a stimulus comes within range of someone’s sensory receptors. a. Exposure b. Attention c. Selection d. Elaboration


20. Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged? a. Exposure. b. Attention. c. Comprehension. d. Interpretation.


21. The science that focuses on how the physical environment is integrated into our personal, subjective world is known as: a. sensation dynamics. b. psychographics. c. subliminal persuasion. d. psychophysics.


22. A threshold for a receptor is: a. the edge beyond which no one can return. b. the parameters for the receptor. c. the ability to jump between scientific disciplines. d. the lowest intensity of a stimulus that can be registered on a sensory channel.

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23. A billboard is positioned correctly beside a busy highway. However, the merchant that has purchased the billboard is complaining that no response is being generated by his advertising message. Upon closer inspection, the billboard company determines that the typeface used is too small to be effectively read by a motorist going 60+ mph on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists? a. The differential threshold. b. The absolute threshold. c. The intensity threshold. d. The relative threshold.

Answer: (b) Difficulty: (H) Application Page: 59

24. The ______________ refers to the minimum amount of stimulation that can be detected on a sensory channel. a. absolute threshold b. differential threshold c. intensity threshold d. relative threshold


25. The _________________ refers to the ability of a sensory system to detect changes or differences between two stimuli. a. absolute threshold b. differential threshold c. intensity threshold d. relative threshold


26. A producer of a candy product wants to be the “sweetest” candy on the market, but he has found that consumers are having difficulty telling exactly which of several competing candy products is really the “sweetest.” This producer might be having difficulty with which of the following sensory thresholds? a. Absolute threshold. b. Differential threshold. c. Intensity threshold. d. Relative threshold.

Answer: (b) Difficulty: (M) Application Page: 60-61

27. The minimum difference that can be detected between two stimuli is known as the: a. “bare” minimum. b. gradual differentiation. c. j.n.d. (just noticeable difference). d. graded difference.


28. Shaun and Sam were talking in class, but so was everyone else. As they continued to discuss their day’s adventures, it suddenly became clear to them that the teacher was staring at them. They didn’t realize that the class had been called to order and what was once only one conversation among many was now disruptive. Shaun apologized

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quickly and the teacher resumed her normal activities. This would be a good example of how a consumer’s ability to detect a difference between two stimuli is ________. a. absolute. b. negligible. c. relative. d. gender specific.


29. A retailer decides to reduce the price of a sport coat that normally costs $98. The reduction in price is $3. The storeowner believes that the reduction will catch the eye of the value shopper. If the sport coat does not sell, the retailer might wish to consider which of the following before making another price change? a. Hermann’s theorem. b. Packard’s Law. c. Sensory theory. d. Weber’s Law.


30. __________ occurs when the stimulus of the message is below the level of the consumer’s awareness. a. Weber’s Law b. Packard’s Law c. Subliminal perception d. Psychodocumentation


31. A consumer sees a magazine ad for chocolate chip cookies. The ad shows a child laying out in an open field staring up at the clouds in the blue sky. If the consumer were to look very closely, there is a message in the puffy white clouds. The message reads “how about a cookie?” If this ad actually occurred, the advertiser would be using which of the following techniques to try and influence consumers? a. Gestalt psychology. b. Freudian psychology. c. Subliminal perceptual persuasion. d. Pseudopsychodrama.

Answer: (c) Difficulty: (H) Application Page: 61-63

32. Which of the following statements concerning the state of auditory subliminal perception or suggestion BEST characterizes the impact of such hidden messages on the average consumer? a. There is a strong indication that behavior can be modified by subliminal message stimulation through auditory channels. b. There is mounting evidence that the subliminal technique actually works when applied to auditory channels. c. There is little evidence that desired changes actually occur because of the subliminal messages that are carried on auditory channels. d. There is conclusive evidence that subliminal messages are useful in modifying behavior through auditory channels. Answer: (c) Difficulty: (H) Fact Page: 63

33. ____________________ refers to the extent to which processing activity is

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devoted to a particular stimulus. a. Exposure b. Attention c. Comprehension d. Retention


34. The average adult is exposed to about 3,000 pieces of advertising information every single day. These adults are often exposed to far more information than they can or are willing to process. This phenomenon is often described as being one of: a. advertising bombardment. b. sensory overload. c. sensory shifting. d. circuit overcapacity.


35. The primary goal of ecommerce business is to attract eyeballs, not dollars, to an Internet business’s Web site. This goal is explained by which of the following terms or phrases? a. The psychic economy. b. The adaptation process. c. Attention filters. d. The attention economy.


36. Because the brain’s capacity to process information is limited, consumers are very selective about what they pay attention to and attend to only a small portion of stimuli to which they are exposed. This process is called: a. perceptual vigilance. b. perceptual defense. c. perceptual selection. d. adaptation.


37. __________, which is the result of acquiring and processing stimulation over time, is one factor that determines how much exposure to a particular stimulus a person accepts. a. Selection b. Stimulus monitoring c. Duration analysis d. Experience


38. Consumers are more likely to be aware of stimuli that relate to their current needs. This is called: a. perceptual vigilance. b. perceptual defense. c. perceptual selection. d. adaptation.


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39. Based on past experiences, we many times block out certain pieces or types of information that appear to threaten us in some way. When this occurs, which of the following processes is at work? a. Perceptual vigilance. b. Perceptual selection. c. Perceptual defense. d. Adaptation.


40. Mary Stuart walks the same way to work everyday. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following personal selection factors is affecting Mary Stuart? a. Perceptual vigilance. b. Perceptual defense. c. Perceptual selection. d. Adaptation.


41. With respect to factors that lead to adaptation, the factor of _____________ applies when consumers do not pay attention to simple stimuli because they have become habituated in not paying attention to these small details. a. intensity b. duration c. discrimination d. relevance


42. __________________ refers to the meaning that we assign to sensory stimuli. a. Exposure b. Interpretation c. Retention d. Attention


43. Rusty Thompson was very excited about a new seafood restaurant that just opened across from his college campus until he saw the featured menu item—fried squid. Rusty had been taught from childhood that “squirmy things” should not be put in your mouth. Rusty’s bias against even trying the restaurant’s featured menu item was probably due to a set of beliefs from his past. This set of beliefs is best described as being: a. action articles. b. schema. c. evaluation purpose. d. directional bias.


44. __________ roughly means whole, pattern, or configuration, and this perspective is best summarized by the saying “the whole is greater than the sum of its parts.” a. Freudian traits analysis

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b. Marshallian psychology c. Gestalt d. Hobbesian pattern analysis


45. With respect to Gestalt psychology, the _______________ states that people tend to perceive an incomplete picture as complete. That is, we tend to fill in the blanks based on our prior experience. a. principle of similarity b. figure-ground principle c. interpretational principle d. closure principle


46. A new Green Giant ad campaign relied on the __________ when it used a redesigned package for Green Giant products that showed all Green Giant in a “sea of green.” It was felt that the Green Giant products were now unified under a common design banner. a. principle of similarity b. figure-ground principle c. interpretational principle d. closure principle


47. The field of ____________ examines the correspondence between signs and symbols and their role in the assignment of meaning. a. semiotics b. enunciation c. pronunciation d. logo design


48. For years, the Marlboro cowboy gave the idea that smoking meant freedom, rugged individualism, and “cool.” When Marlboro used the famous cowboy in its ads, which of the following components of a semiotic perspective was used? a. Object. b. Interpretant. c. Sign. d. Declarative.

Answer: (c) Difficulty (H) Application Page: 73

49. A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. A classic example of this was equating Marlboro cigarettes with the American frontier spirit. Which of the following terms best describes this practice? a. Subliminal persuasion. b. Figure and ground projection. c. Hyperreality. d. Consumer-modeling connections.Answer: (c) Difficulty (M) Fact Page: 74

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Chapter 3Multiple Choice

1. ________________ refers to a relatively permanent change in behavior that is caused by experience. a. Adjustment b. Memory cycling c. Learning d. Reinforcement


2. Sam Bolton hums the Purina Cat Chow jingle as he drives down the expressway. A thought suddenly occurs to Sam, “Why am I humming this stupid jingle; I don’t buy this stuff. In fact, I don’t even have a cat.” Many people have experiences just like Sam. Whether they realize it or not, they have learned about the world around themselves in casual, unintentional ways. Acquisition of knowledge in this manner is known as: a. memory cycling. b. reinforcement modeling. c. incidental learning. d. learning through experimentation.


3. ______________ is the casual, unintentional acquisition of knowledge (such as learning by listening to jingles). a. Complex learning b. Systematic learning c. Repetitive learning d. Incidental learning


4. Which form of learning listed below assumes that learning takes place as the result of responses to external events? a. Cognitive learning. b. Incidental learning. c. Gestalt learning. d. Behavioral learning.


5. ______________ theory sees the mind as a “black box” and emphasizes the observable aspects of behavior. a. Cognitive learning b. Incidental learning c. Behavioral learning d. Gestalt learning


6. Frank is sitting in his Psychology 101 class listening to his professor attempt to explain the “black box” process and its associations with learning. He suddenly smells the aroma of fresh cinnamon rolls and his mouth begins to “water.” He looks around and sees a student on the last

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row bite into a big, juicy roll. “I wish I were sitting next to him,” Frank thinks, “because I know I could steal a bite.” What Frank just went through in class was similar to the “black box” process being described by his professor. This process is most closely associated with which of the following

learning methods? a. Behavioral learning. b. Gestalt learning. c. Cognitive learning. d. Incidental learning.


7. The behavioral learning view is represented by two major approaches to learning. These approaches are: a. observation and modeling. b. repetition and extinction. c. classical and instrumental conditioning. d. memorization and punishment.


8. According to the ______________ perspective, people’s experiences are shaped by the feedback they receive as they go through life. Similarly, consumers respond to brand names, scents, jingles, and other marketing stimuli based on the learned connections they have formed over time. a. behavioral learning b. gestalt learning c. cognitive learning d. incidental learning


9. __________________ occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. a. Classical conditioning b. Instrumental conditioning c. Rejection conditioning d. Extinction conditioning


10. _________________ was first demonstrated by experiments performed on dogs by Ivan Pavlov, a Russian physiologist doing research on digestion in animals. a. Classical conditioning b. Instrumental conditioning c. Rejection conditioning d. Extinction conditioning


11. According to Ivan Pavlov’s famous “dog experiments” that eventually were the foundation of classical conditioning as a means of learning, a(an) ______________ is illustrated by a stimulus, such as dried meat powder, that caused the dogs to salivate

when sprayed into their mouths. a. neural stimulus (NS) b. conditioned stimulus (CS) c. mnemonic stimulus (MS)

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d. unconditioned stimulus (UCS)

Answer: (d) Difficulty: (H) Fact and Application Page: 84

12. A marketer knows that the visual and olfactory senses can be stimulated to induce hunger, thirst, sexual arousal, and other basic drives. When these cues are consistently paired with conditioned stimuli such as brand names, consumers may learn to feel hungry, thirsty, or aroused when later exposed to the brand cues. This is an example of which of the following learning formats? a. Classical conditioning. b. Instrumental conditioning. c. Stimulation conditioning. d. Extinction conditioning.


13. Repeated exposures increase the strength of stimulus-response associations and: a. are an irritant to the subconscious. b. produce illness in some consumers. c. prevent the decay of these associations in memory. d. are usually best delivered by spokespersons.


14. Stimulus generalization refers to: a. the tendency for stimuli to be similar in nature. b. the situation when a stimulus similar to a Conditioned Stimulus is not followed by an Unconditioned Stimulus. c. the tendency of stimuli similar to a Conditioned Stimulus to evoke similar, conditioned responses. d. the tendency for the consumer to rationalize purchases for general reasons.


15. A private label shampoo company packages its product in a similar container and package (but charges 25% less for its product) to Johnson & Johnson’s Baby Shampoo. If the consumer assumes the two products are similar and buys the cheaper of the two, then a “piggybacking” strategy has been employed. Which of the following terms accurately describes the learning principle that the company used to formulate their strategy? a. Stimulus discrimination b. Stimulus generalization c. Stimulus conditioning d. Differential discrimination


16. Recently, Miller Brewing Co. wanted to try a new approach to reach consumers who had previously been uninterested in Miller products. It created a dummy company called Plank Road Brewery when it launched its Icehouse and Red Dog beers. Consumers who purchased these products never knew that they were really part of Miller’s product line. This strategy is called: a. dual branding. b. covert branding. c. deceptive branding. d. masked branding.

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Answer: (d) Difficulty: (M) Fact and Application Page: 86

17. _________________ occurs when a stimulus similar to a Conditioned Stimulus (CS) is not followed by an Unconditioned Stimulus (UCS). a. Stimulus generalization b. Stimulus discrimination c. Stimulus conditioning d. Differential discrimination

Answer: (b) Difficulty: (H) Fact Page: 86

18. If a brand has strong positive associations in a consumer’s memory and commands a lot of loyalty as a result, the brand can be said to have: a. brand exposure. b. brand energy. c. brand development. d. brand equity.


19. The process of ____________ is often central to branding and packaging decisions that attempt to capitalize on consumers’ positive associations with an existing brand or company name. a. stimulus generalization b. stimulus discrimination c. stimulus conditioning d. differential discrimination


20. All of the following are strategies based on stimulus generalization EXCEPT: a. family branding. b. backward branding. c. product line extensions. d. licensing.


21. When American Express Traveler’s Checks uses an ad campaign that says, “Ask for them by name......,” American Express is encouraging: a. stimulus generalization b. stimulus discrimination c. stimulus conditioning d. differential generalization

Answer: (b) Difficulty: (H) Application Page: 89, 90

22. Another name for operant conditioning is: a. instrumental conditioning. b. neo-classical conditioning. c. stimulus conditioning. d. reward conditioning.


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23. _________________ occurs as the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes. a. Classical conditioning b. Extinction conditioning c. Stimulation conditioning d. Instrumental conditioning


24. Psychologist B.F. Skinner is most associated with which of the following form of conditioning? a. Classical conditioning. b. Extinction conditioning. c. Stimulation conditioning. d. Instrumental conditioning.


25. John wants to teach his dog to do tricks such as “Sit up,” “Roll over,” and “Fetch a stick.” By systematically rewarding his dog for responding in the correct way, he is able to accomplish great progress over a 30-day period. John was able to teach his dog using which of the following learning processes? a. Classical conditioning. b. Instrumental conditioning. c. Stimulation conditioning. d. Extinction conditioning.


26. All of the following are ways that instrumental learning may occur EXCEPT: a. positive reinforcement. b. negative reinforcement. c. punishment. d. extinction.


27. _________________ is in the form of a reward; the response is, therefore, strengthened and appropriate behavior is learned. a. Negative reinforcement b. Positive reinforcement c. Punishment d. Coercion

Answer: (b) Difficulty: (E) Fact and Application Page: 90

28. A computer company runs an ad that shows a young male sitting in front of his computer on what appears to be a lonely Saturday night. The copy in the ad implies that if the young man had only purchased the latest software for his computer, he would have been able to have friends over to play the latest in video games. Without the software, however, he is the “lonely guy.” This would be an example of which of the following instrumental conditioning options? a. Negative reinforcement. b. Positive reinforcement. c. Punishment. d. Coercion.

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29. A woman no longer receives compliments on the perfume that she wears. In learning terms, the stimulus-response connection has weakened. Which of the following instrumental conditioning processes explains what has occurred to the woman in the example? a. Negative reinforcement. b. Extinction. c. Punishment. d. Coercion.

Answer: (b) Difficulty: (H) Application Page: 90-91

30. An important factor in operant conditioning is the set of rules by which appropriate reinforcements are given for a behavior. All of the following are among those schedules cited by the text EXCEPT: a. dependent reinforcement. b. fixed-interval reinforcement. c. variable-interval reinforcement. d. variable-ratio reinforcement.


31. A department store decides to use “secret shoppers” to test for service quality among its personnel. Store personnel are rewarded for “excellent service attitudes.” Which of the following reinforcement schedules would most likely apply in the above situation? a. Fixed-ratio reinforcement. b. Fixed-interval reinforcement. c. Variable-ratio reinforcement. d. Variable-interval reinforcement.


32. With respect to the application of instrumental conditioning principles, a popular technique known as ____________ reinforces regular purchases by giving consumers prizes with values that increase along with the amount purchased. a. rebate marketing b. discount marketing c. reward marketing d. frequency marketing


33. __________________ approaches stress the importance of internal mental processes or views the consumer as a problem-solver who actively uses information from the world to master her environment. a. Instrumental learning theory b. Cognitive learning theory c. Operant learning theory d. Classical learning theory


34. An adolescent girl observes that women on television and in real life seem to be

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rewarded with compliments and attention when they smell nice and wear alluring clothing. If she adjusts her behavior to achieve the same results by the same means, she is experiencing which of the following learning processes? a. Instrumental learning theory b. Observational learning theory c. Operant learning theory d. Classical learning theory


35. ____________________ occurs when people watch the actions of others and note the reinforcements they receive for their behaviors. a. Classical learning b. Observational learning c. Rote learning d. Stochastic learning


36. In order for observational learning in the form of modeling to occur, all of the following conditions must be met EXCEPT: a. the consumer’s attention must be directed (for whatever reason) to the appropriate model. b. the consumer must remember what is said or done by the model. c. the consumer must be able to better (enhance) what the model has done. d. the consumer must be motivated to perform actions.

Answer: (c) Difficulty: (H) Fact and Application Page: 94

37. According to the model that describes the components of observational learning, the first step in the observational learning process is: a. retention. b. production processes. c. attention. d. motivation.

Answer: (c) Difficulty: (E) Fact and Application Page: 94, Figure 3.3

38. _________________ involves a process of acquiring information and storing it over time so that it will be available when needed. a. Memory b. Recognition c. Comprehension d. Attention


39. If a marketer assumes a consumer’s mind is much like a computer with respect to memory functions, then the marketer will probably employ a(an) ______________ to study memory. a. means-end chain b. information processing approach c. experiential approach d. experimental approach

Answer: (b) Difficulty: (M) Fact and Application Page: 95

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40. With respect to the information processing approach to memory formulation, in the ___________ stage, information is entered in a way the system will recognize. a. storage b. retrieval c. encoding d. decoding

Answer: (d) Difficulty: (E) Fact Page: 95, Figure 3.4

41. William has decided to buy a new television set. Prior to the purchase of any new product, William thinks about the last time he bought a TV, the process he went through, the store he purchased it from, and how satisfied he has been with his old set. When William does this, he is using his ______________ to review events. a. short-term memory b. sensory memory c. long-term memory d. working memory

Answer: (c) Difficulty: (M) Application Page: 97, 98

42. _____________ permits storage of information we receive from our senses. a. Short-term memory b. Sensory memory c. Long-term memory d. Working memory


43. According to the _____________, a message is processed in a bottom-up fashion. In other words, processing begins at a very basic level and is subject to increasingly complex processing operations that require greater cognitive capacity. a. information processing model b. decay processing model c. parallel processing model d. hierarchical processing model


44. Martha’s mother asks her for a quick list of her favorite perfumes (it’s time for the Christmas shopping list). As a consumer, Martha gives her mother six names that are all “her favorite.” This group constitutes Martha’s ________________ for perfume. a. position group b. desire patterns c. rational set d. evoked set

Answer: (d) Difficulty: (M) Application Page: 98, 99

45. As May-Lee considers her purchase of perfume, she shifts back and forth between thinking about claims made by the different brands, remembering ads she has seen, and considers her emotional responses to the various brands. Which of the following processes most accurately describes what May-Lee is going through? a. Spreading activation. b. Advertising decay. c. Polar parallels.

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d. Scalar processing.

Answer: (a) Difficulty: (H) Application Page: 99 46. Clearly, forgetting is a big problem for marketers with respect to messages and communications sent to consumers. Memories of products can simply fade or decay with time or forgetting can occur because of: a. interference. b. lack of interest. c. salience. d. recall.


47. Many marketers use “the good old days” as a common theme in messages. This is a strategy of focusing on ___________________. a. retro-interference. b. “return to the womb” syndrome. c. nostalgia. d. memory spikes.


48. In a typical _________________ test, subjects are shown ads one at a time and asked if they have seen them before. a. recall b. recognition c. remembrance d. recovery

Answer: (b) Difficulty: (M) Fact and Application Page: 104, 105

49. In a typical _____________ test, subjects are asked to independently think of what they have seen without being prompted for this information first. a. free recall b. recognition c. retrieval d. recovery

Answer: (a) Difficulty: (E) Fact and Application Page: 104, 105

50. Susan Saurage picks and runs her focus groups carefully. She wants to make sure that each focus group member provides meaningful information for her research purposes. As she is examining potential focus group candidates, she notices that three men and two women seem to provide “yes” answers regardless of what she asks them. They seem to want to be on the focus group very badly and appear eager to be “good subjects.” If Susan follows prudent testing methodology, she should reject these test subjects in order to avoid the possibility of which of the following biases? a. Gender bias. b. Order bias. c. Response bias. d. Affinity bonding bias.


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CHAPTER 4

MOTIVATION AND VALUES

Multiple Choice

1. _________________ refers to the processes that cause people to behave as they do. a. Goals b. Needs c. Motivation d. Drives


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


3. Jake feels a hunger growing in his stomach. The more he feels the hunger, the more he wishes lunchtime would hurry and arrive. He is already planning what he will eat and how good it will taste. Which of the following processes most accurately describes what Jake is going through? a. The goals process. b. The directionality process. c. The motivation process. d. The involvement process.


4. A need that is directed toward a desire to achieve some functional or practical benefit is called a(n): a. learned need. b. hedonic need. c. biological need. d. utilitarian need.


5. Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the movie Top Gun, Bret bought pilot’s sunglasses and even gave himself a “call sign”— Snake. When Bret has such fantasies or emotional responses to his needs, the type of needs that are being addressed are: a. utilitarian. b. hedonic. c. biological. d. learned.


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6. Considering the motivation process, the desired end state is the consumer’s: a. drive. b. need state. c. benefit statement. d. goal.


7. When a person has a need, a certain amount of tension is created since the need is, at present, unfulfilled. This tension produces an urgency to reduce the tension. The degree of arousal to reduce tension is called: a. a need. b. a drive. c. a goal. d. a benefit.


8. Frances wishes that she had some new clothes. The more that she looks in her closet, the more she realizes that it has been months since she has treated herself to any new dresses or casual wear. The degree of arousal to “go shop” Frances is experiencing is called a: a. path choice. b. drive. c. benefit. d. goal.


9. Personal and cultural factors combine to create a(n) _________, which is one manifestation of a need. a. want b. belief c. attitude d. value


10. The degree to which a person is willing to expend energy to reach one goal as opposed to another reflects his or her underlying motivation to attain that goal. This is called: a. motivation direction. b. motivation path. c. motivation scheme. d. motivation strength.


11. ________________ focuses on biological needs that produce unpleasant states of arousal. a. Expectancy theory b. Drive theory c. Emotional theory d. Cognitive theory


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12. Seth Hernandez is sitting in a class that precedes the lunch hour. His stomach begins to rumble and grumble. Instead of thinking about the day’s lecture, Seth begins to think about lunch and his choices of places to eat. He even begins to narrow down the selection of foods that he might want for lunch. Since Seth is focusing on biological needs that are at present unfulfilled and have produced what might be thought of as unpleasant states of arousal, he is experiencing what researchers call: a. fact-and-find theory. b. drive theory. c. emotional theory. d. cognitive theory.


13. ________________ is a state of goal-oriented behavior, which attempts to reduce or eliminate an unpleasant state and return to a balanced one. a. Homogeneity b. Expectancy theory c. Gestalt d. Homeostasis


14. ___________________ suggests that behavior is largely pulled by expectations of achieving desirable outcomes—positive incentives—rather than pushed from within. a. Homogeneity b. Expectancy theory c. Gestaltism d. Homeostasis


15. Roberta is trying to decide on a new pair of shoes. After reviewing many types of shoes, Roberta chooses a pair that would be practical for work or casual wear. Though the pair of shoes is not the most stylish among those on the shelf, the pair will

not go out of style soon and will have longer wearability. Roberta has just chosen a product based on which of the following theories of motivation? a. Drive theory. b. Homeostasis. c. Expectancy theory. d. Attitude theory.


16. A __________ is a particular form of consumption used to satisfy a need. a. drive b. belief c. goal d. want


17. People are born with a need for certain elements necessary to maintain life, such as food, water, air, and shelter. These needs are called: a. psychogenic needs. b. utilitarian needs.

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c. biogenic needs. d. hedonic needs.

Answer: (c) Difficulty: (E) Fact and Application Page: 117

18. An automobile company emphasizes such qualities as high miles per gallon of gasoline, an excellent rating in safety, and high re-sale value of its product in its advertising. The company is trying to appeal to which of the following types of consumer needs? a. Psychogenic needs. b. Utilitarian needs. c. Biogenic needs. d. Hedonic needs.

Answer: (b) Difficulty: (E) Application Page: 117-118

19. A goal has ______________, which means that it can be positive or negative. a. hedonism b. strength c. dissonance d. valence


20. Motivational conflicts can occur in a variety of ways. If a person must choose between two desirable alternatives, this form of conflict is called: a. approach-approach conflict. b. approach-avoidance conflict. c. approach-desire conflict. d. avoidance-avoidance conflict.

Answer: (a) Difficulty: (M) Fact and Application Page: 119, 120

21. ___________________ is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another. a. Expectancy theory b. The theory of cognitive dissonance c. Value theory d. Choice theory

Answer: (b) Difficulty: (H) Fact Page: 119

22. Samantha Jones just bought a new sports car that certainly exceeded her need for transportation and travel. Now she is experiencing doubt about the good sense of her purchase. She probably let her emotions prevail rather than her good economic sense. She goes to several friends seeking support and confirmation that she made the right decision. Every one of her friends told what she really wanted to hear—“Go for it, girl!” Which of the following theories most closely explains what Samantha has experienced? a. Expectancy theory. b. The theory of cognitive dissonance. c. Value theory. d. Choice theory.


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23. Many women would really love to have full-length mink coats; however, animal rights (and animal rights activists) often cause them to think twice about their purchase decision. This would be an illustration of which of the following conflict situations? a. Approach-approach conflict. b. Approach-avoidance conflict. c. Approach-desire conflict. d. Avoidance-avoidance conflict.


24. Which of the following conflict theories is best explained by the phrase “caught between a rock and a hard place?” a. Approach-approach conflict. b. Approach-avoidance conflict. c. Approach-desire conflict. d. Avoidance-avoidance conflict.


25. Henry Murray developed a set of 20 psychogenic needs (such as autonomy, defendance, and even play) that result in specific behaviors. Murray’s need structure serves as the basis for which of the following well-known and widely used personality tests? a. Ink Blot Test. b. Myers/Briggs Test. c. Thematic Appreciation Technique (TAT). d. The “lie detector” test.


26. If a consumer were to pursue products and services that seemed to alleviate loneliness, such as team sports, going to bars, and or shopping in shopping malls, he or she would be expressing: a. the need for achievement. b. the need for affiliation. c. the need for power. d. the need for uniqueness.


27. According to information presented in the chapter, the implication of Maslow’s hierarchy of needs is that: a. one must first satisfy basic needs before moving to higher order needs. b. the need for power is one of the most fundamental needs. c. advertisers who appeal to the need for achievement before other needs are more likely to be successful in presenting their product. d. most needs are about equal for the average person.

Answer: (a) Difficulty: (M) Fact and Application Page: 121-123, Figure 4.2

28. According to Maslow’s hierarchy of needs, the highest order of needs is: a. safety. b. physiological. c. esteem.

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d. self-actualization.

Answer: (d) Difficulty: (M) Fact Page: 122, Figure 4.2

29. According to Maslow’s hierarchy of needs, a consumer expressing the feeling that “I can create something of beauty in my garden” would be satisfying the need for: a. Safety. b. Social. c. Esteem. d. Self-Actualization.


30. A person’s perceived relevance of an object based on their inherent needs, values, and interests is best described as being: a. motivation. b. involvement. c. value. d. decision-making.


31. All of the following would be considered to be among the antecedents of involvement with respect to person factors EXCEPT: a. needs. b. importance. c. values. d. demographics.

Answer: (d) Difficulty: (M) Fact Page: 124, Figure 4.3

32. If decisions are made out of habit because the consumer lacks the motivation to consider other alternatives, a state of _______________ exists. a. involvement b. inertia c. demand decline d. repressed action


33. Some products command fierce loyalty and devotion from consumers. Examples of these products might include Apple computers, Beanie Babies, Harley-Davidson motorcycles, or Krispy Kreme donuts. Which of the following terms best describes products such as those above that command fierce loyalty and devotion? a. Habit products. b. Core value products. c. Cult products. d. Laddering products.


34. There appear to be several strategies for increasing involvement on the part of the consumer with his or her product choices. Which of the following techniques would be the best fit for those strategies? a. Appeal to the consumers’ sense of price. b. Appeal to the consumers’ hedonic needs.

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c. Appeal to the consumers’ sense of safety. d. Appeal to the consumers’ sense of intelligence.

Answer: (b) Difficulty: (H) Fact and Application Page: 130

35. A ________________ is a belief that some condition is preferable to its opposite. a. moral b. need c. want d. value


36. Every culture has a set of values that it imparts to its members. These values would be called: a. core values. b. belief values. c. inherited values. d. communal values.


37. What sets one culture’s values apart from another’s is the relative importance or ranking of these universal values. This set of rankings constitutes a culture’s: a. socialization system. b. value system. c. cohort system. d. consumption system.


38. If Americans state or endorse the idea that they prefer “a society which is very competitive, but in which everybody has an equal chance of success,” they are demonstrating their culture’s _________________. a. chief structure. b. value system. c. expectations. d. psychographic characteristics.

Answer: (b) Difficulty: (E) Application Page: 131, 132

39. _________________ uniquely define a culture. a. Core values b. Basic needs c. A system of wants d. Attitudes


40. All of the following are said to be core values of the American culture EXCEPT: a. freedom. b. youthfulness. c. consensus-oriented. d. materialism.

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Answer: (c) Difficulty: (E) Fact and Application Page: 132

41. Beliefs are taught to us by parents, friends, and teachers. These groups are called: a. influencers. b. social guardians. c. socialization agents. d. change agents.


42. When a mother and father teach their children about their own culture, they are carrying the children through a process known as: a. acculturation. b. maturation. c. dynamism. d. enculturation.


43. Sam Philpot has just arrived in Hong Kong. He is anxious about his six-month assignment in this most “international” of international cities. However, Sam’s company wants to help Sam learn about his “new” culture. In order to do this, Sam has had Chinese language lessons, will be living with a local Chinese couple, and is receiving special instruction from a Chinese tutor. The cultural learning that Sam is going through is best described as being a process called: a. Acculturation. b. Feng Sui. c. Dynamism. d. Enculturation.


44. The _______________ is a scale used to measure terminal and instrumental values. a. Likert Scale b. Means-end Chain c. Rokeach Value Survey d. New World Teen Study


45. According to psychologist Milton Rokeach, ___________ are illustrated by the following terms—ambitious, cheerful, clean, honest, or self-controlled a. terminal values b. instrumental values c. necessity values d. masculine values

Answer: (b) Difficulty: (H) Fact and Application Page: 134, Table 4.3

46. A good illustration of a terminal value would be: a. ambition. b. cheerfulness. c. family security. d. cleanliness.

Answer: (c) Difficulty: (H) Fact and Application Page: 134, Table 4.3

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47. A(n) ____________________ approach assumes that very specific product attributes are linked at levels of increasing abstraction to terminal values. a. abstraction model b. value dynamic model c. goals clarification model d. means-end chain model


48. Vanna is anxiously watching the jeweler appraise the engagement ring that Chad recently gave her. She knows that it might not be proper to go behind Chad’s back and have the ring appraised but she wants to insure it (and she really wants to know just “how much” Chad loves her). Attaching abstract values such as love to concrete attributes such as size and clarity of the stone is a process called: a. escalating value. b. blending. c. laddering. d. disassociation.


49. If a consumer values possessions for their status and appearance-related meanings, they would be called a(n): a. environmentalist. b. consumptionist. c. capitalist. d. materialist.


50. According to a New World Teen Study, the ____________ segment responds to sensory stimulation, are driven by their desire to have fun, friends, irreverence, and sensation, and are stereotyped as “devil-may-care” attitudes. a. Upholders b. Boot-strappers c. World Savers d. Thrills and chills

Answer: (d) Difficulty: (M) Fact and Application Page: 140, 141, Table 4.4

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CHAPTER 5THE SELF

Multiple Choice

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


2. If a person’s identity is derived in large measure from his or her social group, this is called: a. the inner self. b. the occupational self. c. the collective self. d. the dynamic self.

Answer: (c) Difficulty: (M) Fact and Application Page: 150

3. Both Eastern and Western cultures see the self as divided into a(n): a. single, group, and dynamic self. b. single, extended, and group self. c. relational, occupational, and religious self. d. inner, private self, and an outer, public self.


4. If Chen Ho follows a Confucian perspective and dresses according to accepted rules of the group (where other’s perceptions of the self and maintaining one’s desired status in their eyes is important), then he is recognizing the importance of: a. conformity. b. “face.” c. force and will. d. politeness.


5. Yoi Tanabe has often had difficulties with U.S. customs since she moved here from her native Japan. One of those difficulties occurs with the informalities present in dress codes for “Casual Fridays” at her work. Yoi was always taught that dress was a way of expressing one’s station or status in life and should not be taken lightly. However, “Casual Fridays” encourage the expression of a person’s __________ which is somewhat foreign in business circles in Japan. a. reputational self b. “face” self c. dual self d. unique self

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6. The _________________ refers to the beliefs a person holds about his or her own attributes, and how he or she evaluates these qualities. a. self-concept b. reference-self c. personality d. self-ego


7. Attributes of self-concept can be described along several dimensions. If Rudi Gonzalez sees himself as being one who is handsome (has a highly attractive face) rather than a person who is intellectual, which of the following self-concept dimensions best applies to Rudi’s view of himself? a. Content. b. Positivity. c. Intensity. d. Stability over time.

Answer: (a) Difficulty: (H) Application Page: 150, 151

8. ________________ refers to the positivity of a person’s self-concept. a. Content b. Self-esteem c. Intensity d. Stability over time


9. If a female consumer sees an ad about a woman who can no longer fit in her old bathing suit, the consumer might think about her own situation and make a personal pledge to lose some weight before summer arrives. This would be an example of marketing communications that attempt to influence a consumer’s level of: a. doubt and regret. b. self-esteem. c. dedication and control. d. strength and conviction.


10. _________________ attempts to change product attitudes by stimulating positive feelings about the self. For example, Virginia Slims cigarettes proclaim, “You’ve come a long way, baby.” a. Self-reliance advertising b. Self-dependency promotion c. Self-esteem advertising d. Self-deceiving advertising


11. College student Jeff Barnes sees himself as a rich banker who drives a top-of-the-line BMW. This fantasy is an expression of the: a. ideal self. b. actual self.

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c. multiple self. d. directed self.


12. The ideal self is a person’s conception of how he or she: a. appears to friends and co-workers. b. appears in the real world to all people. c. would like to be. d. thinks he or she is.


13. The ________________ refers to our more realistic appraisal of the qualities we have and don’t have. a. ideal self b. inner self c. actual self d. outer self


14. Mary Jane is a very conservative businesswoman by day. However, when she decides to “go out on the town,” she likes to party and “kick up her heels.” This would be an example of a reaction due to the fact that many consumers: a. are psychotic. b. have multiple selves. c. are not confident with their real selves. d. prefer their ideal self.


15. _________________ stresses that relationships with other people play a large part in forming the self. a. Gestaltism b. Symbolic interactionism c. Symbolic consumerism d. Freudian symbolism


16. Grace Norris is a 50 year-old housewife who recently selected Chrysler’s PT Cruiser as her new car. To some extent, she selected the car because it is practical and has ample storage space for groceries and other items she gets on her many shopping trips. On the other hand, she also confesses that she selected the car because of its “bad boy” image. “It looks like a gangster car from the 1930s,” says Grace. “It says ‘don’t mess with me’,” she tells her friends. Grace is exhibiting ________________ in her selection of a car. a. Gestaltism b. Symbolic consumerism c. Symbolic interactionism d. Draconian fantasies


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17. Pamela Ortiz rarely makes eye contact with others in social settings. Though by many standards she is physically attractive, she perceives that others find her plain and uninteresting. By not making eye contact, she is somewhat creating a self-fulfilling prophecy with respect to males in her social circle. This situation matches occurrences in which of the following “self” situations? a. The dynamic self. b. The dependency self. c. The frustrated self. d. The looking-glass self.


18. Jane Jones loves liver and onions. She often sees this dish available in cafeterias. However, she has also overheard fellow cafeteria patrons comment that “only old people eat liver—how disgusting!” Because of the social criticism that she has overheard, she almost never buys liver and onions when she is out in public. Jane would best be characterized as being a(n): a. high self-monitor. b. medium self-monitor. c. low self-monitor. d. image-resistant consumer.

Answer: (a) Difficulty: (M) Application Page: 153, 154

19. ______________ suggests that people who have an incomplete self-definition tend to complete this identity by acquiring and displaying symbols associated with it. a. Self-completion theory. b. Adolescent-expansion theory. c. Freudian theory. d. Acceptance-rejection theory.


20. If a consumer chooses a product based on whether the product’s attributes match the consumer’s self image or not, then the product is most likely being chosen based on: a. a self-image congruence model. b. a reference-self model. c. a “copy-cat” model. d. a looking-glass self model.


21. If Volkswagen owners see themselves as being more economical and conservative than do owners of the flashy Pontiac TransAm, then a ____________________ is probably at work. a. self-image congruence model b. reference-self model c. “copy-cat” model d. looking-glass self model


22. Many of the props and settings consumers use to define their social roles become part of themselves. For example, one of Mary Bennett’s last requests was that when

she died, she wanted to be buried in her favorite dress. This would be an example of which of the following forms of the self?

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a. Real self. b. Ideal self. c. Extended self. d. Looking-glass self.


23. Personal objects, places, and things allow people to feel that they are rooted in their larger social environments. If consumers feel personally rooted to their jewelry, cars, or clothing, they are expressing which of the following levels of the extended self? a. Family level. b. Individual level. c. Community level. d. Group level.

Answer: (b) Difficulty: (E) Fact and Application Page: 158, 159

24. Personal objects, places, and things allow people to feel that they are rooted in their larger social environments. The home can be symbolic for the extended self. Which of the following categories or levels of the extended self would the home most likely be associated with? a. Family level. b. Individual level. c. Community level. d. Group level.

Answer: (b) Difficulty: (M) Fact and Application Page: 158, 159

25. Fred Johnson lives, eats, and breathes pro football. His favorite team is the Dallas Cowboys. His home looks like a Dallas Cowboys’ museum. Which of the following categories or levels of the extended self would most likely apply to Fred’s situation? a. Family level. b. Individual level. c. Community level. d. Group level.

Answer: (d) Difficulty: (H) Application Page: 158-159

26. Research has shown that men are more likely to eat meat. As one writer puts it, “Boy food doesn’t grow. It is hunted or killed.” This would be an example of which of the following types of goals? a. Agentic goals b. Communal goals c. Androgyny goals d. Clan goals


27. In many societies, males are controlled by ___________________, which stress self-assertion and mastery. a. agentic goals b. communal goals c. androgyny goals d. clan goals


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28. In many societies, females are said to have communal goals. If so, which of the following characteristics or activities would most closely match feminine communal goals? a. Self-assertion and mastery. b. Affiliation and fostering harmonious relations. c. Profit motives and competitive environments. d. Music preservation and coyness.


29. If products take on masculine or feminine attributes, they are said to be: a. sexually explicit. b. sex-typed. c. sexy. d. androgynous.


30. U.S. Steel runs an ad showing a female ironworker coming out of a steel plant. The setting shows that she is more than “just one of the guys”—she is a steel worker. If such an ad were used to try and recruit more female ironworkers, the ad would be appealing to which of the following human traits? a. Heterosexual. b. Homosexual. c. Androgyny. d. Amorphany.


31. ___________________ refers to the possession of both masculine and feminine traits. a. Heterosexual b. Homosexual c. Androgyny d. Amorphany


32. _______________ people are able function to well in a variety of social situations. This might explain why several professional sports stars are also gourmet cooks. a. Asexual b. Homosexual c. Androgynous d. Amorphous


33. If women are shown in advertisements to be sexual objects who exist solely for the pleasure of men, this form of advertising might be called: a. “Beefcake.” b. “Cheesecake.” c. “Androgynous.” d. “Bake-a-Cake.”


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34. Men being shown as “sex objects” in advertising is known as: a. “Beefcake.” b. “Cheesecake.” c. “Muscle mania.” d. “Bare-chested glamour.”


35. MTV Networks and Showtime are developing a plan to create the first cable channels directed at gay viewers. According to research, gay viewers make up about ______ of television households. a. 1% b. 3% c. 6.5% d. 8%


36. Acting on research that showed that lesbians are four times as likely as the average consumer to own one of their cars, ____________ decided to target this market in a big way. a. Honda b. Toyota c. BMW d. Subaru of America


37. A person’s physical appearance is a large part of his or her: a. inner pattern. b. self-concept. c. group status. d. cultural right.


38. ________________ refers to a consumer’s subjective evaluation of his or her physical self. a. Body dialect b. Body tone c. Body fantasy d. Body image


39. A person’s feelings about his or her body can be described in terms of: a. body tone. b. body plexus. c. body cathexis. d. body universality.


40. A recent study of young adults’ feelings about their bodies found that they had the least positive feelings about their:

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a. hair. b. eyes. c. teeth. d. waists.


41. Rose Marie seems to be very satisfied with her hair and eyes and the way her friends react to these parts of her body. However, based on comments from men, she believes that her waist is too large and prevents her from having the kind of dates that she would like to have. Her feelings about these body parts can be summed under the general category of: a. body universality. b. body cathexis. c. body tone. d. body glamour.


42. The preference in a culture for a particular model of beauty (or exemplar) is called a(n): a. ideal of sexuality. b. ideal of beauty. c. narcissism. d. beauty universality.


43. According to information presented in the text, all of the following are considered to be universal traits of beauty EXCEPT: a. large eyes. b. below average height. c. high cheekbones. d. a narrow jaw.


44. According to research, men are more likely to use ______________ as a sexual cue since it might provide evidence of reproductive potential. a. a woman’s height b. a woman’s weight c. a woman’s body shape d. a woman’s provactiveness


45. Attention to the body is almost an obsession with many consumers. According to a recent study, elementary school children perceive _______________ as worse (more difficult to live with) than a disability. a. short height b. being tall c. being obese d. being underweight


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46. A distorted body image has been linked to eating disorders. People with _________ perceive themselves as being too fat; they virtually starve themselves in the quest for thinness. a. hypochondria b. fattism c. anorexia d. symmetry


47. Celia Brown hates her body. She looks at herself in the mirror constantly and definitely does not like what she sees. On any given day, she is too fat, too thin, or discolored. Celia most likely has which of the following disorders? a. Cosmetic dysfunction. b. Body enhancement phobia. c. Body dysmorphic disorder. d. Rational-judgment syndrome.


48. The body is adorned or altered in some way in every culture. Decorating the self serves a number of purposes. Which of the following is NOT one of those purposes? a. To indicate negative feelings towards oneself. b. To separate group members from nonmembers. c. To place the individual in the social organization. d. To provide a sense of security.

Answer: (a) Difficulty: (H) Fact and Application Page: 177-180

49. The modern use of high heels (which can cause knee and hip problems) may be compared to the traditional Asian practice of foot binding. According to the text, which of the following purposes best describes why high heels are worn? a. To separate group members from non-group members. b. To place the individual in the social organization. c. To place the person in a gender category. d. To enhance sex-role identification.

Answer: (d) Difficulty: (M) Fact and Application Page: 177-180

50. Tattoos have a long history of association with people who are: a. social outcasts. b. members of the ruling class. c. members of fraternities. d. members of a religious order.


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CHAPTER 6PERSONALITY AND LIFESTYLES

Multiple Choice

1. ________________ refers to a person’s unique psychological makeup and how it consistently influences the way a person responds to his or her environment. a. Personality b. Lifestyle c. AIO inventory d. Beliefs


2. Which of the following statements BEST answers the question “Do people have personalities?” a. All people have distinct personalities. b. All psychologists agree that a standard personality component exists in all people. c. Many studies have found that people do not seem to exhibit stable personalities. d. There is irrefutable proof that the concept of personality is invalid.


3. Jeffrey Quills is seen by his friends as a somewhat strange person. At times he is lovable, warm, and friendly. At other times he can be mean-spirited, uncaring, and hostile to all that know him. With respect to a general statement of personality, which of the following statements most closely matches what friends observe about Jeffrey’s personality? a. All people have a standard personality that can be categorized. b. All psychologists agree that a standard personality component exists in all people. c. Many studies have found that people do not seem to exhibit stable personalities. d. There is irrefutable proof that the concept of personality is invalid.


4. ___________________ developed the idea that much of one’s adult personality stems from a fundamental conflict between a person’s desire to gratify his or her physical needs and the necessity to function as a responsible member of society. a. Karen Horney b. Carl Jung c. Abraham Maslow d. Sigmund Freud


5. All of the following were part of what Sigmund Freud called the “systems” where the struggle of (or within) the personality took place EXCEPT: a. the id. b. the ego. c. the thalamus. d. the superego.

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6. Brad perceives himself as a “party animal.” He often behaves in a manner that is unbecoming a young adult. However, Brad justifies the behavior as “that’s what you are supposed to do at a party—act wild.” According to Freud, Brad’s selfish and illogical behavior is probably because the _____________ is in control of Brad’s personality. a. id b. ego c. thalamus d. superego


7. The ___________ is selfish and illogical. It directs a person’s psychic energy toward pleasurable acts without regard for any consequences. a. thalamus b. ego c. id d. superego


8. According to Freudian thought, the “pleasure principle” is most associated with which of the following concepts? a. The id. b. The ego. c. The thalamus. d. The superego.


9. Phillip feels bad that he acted irrationally and picked a fight with his best friend. His guilt now makes him feel as if he should apologize and ask for forgiveness. Philip’s conscience has told him to make amends. According to Freud, the conscience system is found in: a. the id. b. the ego. c. the thalamus. d. the superego.


10. According to Freud, the system that acts as a referee in the fight between temptation and virtue is called: a. the id. b. the ego. c. the thalamus. d. the superego.


11. According to Freudian thought, the “reality principle” is most associated with which of the following concepts? a. The id. b. The ego.

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c. The thalamus. d. The superego.

Answer: (b) Difficulty: (H) Fact and Application Page: 188-189

12. Men love to drive fast cars. Women love sexy clothes and men who take chances and meet risk head on. Some analysts would say that such behavior is a substitute for sexual gratification among men and women. These examples would be illustrations of applying ______________ principles to marketing and symbolism. a. Karen Horney’s b. Carl Jung’s c. Abraham Maslow’s d. Sigmund Freud’s


13. In the 1950s, a perspective called _______________ attempted to use Freudian ideas to understand the deeper meanings of products and advertisements. a. psychic research b. sexual symbology c. motivational research d. lifestyle research

Answer: (c) Difficulty: (H) Fact and Application Page: 190 14. Motivational research relies on in-depth interviews with individual consumers. The person that pioneered this form of research was a psychoanalyst named: a. A.C. Nielsen. b. Carl Jung. c. Ernest Dichter. d. Sigmund Freud.


15. All of the following were major motives for consumption as identified by Ernest Dichter EXCEPT: a. security. b. eroticism. c. status. d. alienation.

Answer: (d) Difficulty: (E) Fact and Application Page: 190-191, Table 6.1

16. According to motivational research thought, when Carol wears long white gloves with her evening gown and removes them (a form of undressing in a sensual way), she is following which of the following motives: a. femininity. b. magic-mystery. c. eroticism. d. status.

Answer: (c) Difficulty: (M) Application Page: 191, Table 6.1

17. All of the following are reasons motivational research has great appeal to some marketers EXCEPT: a. motivational research tends to be less expensive than large-scale, quantitative

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survey data. b. motivational research has proved to be highly reliable because of its strong, particularly reliable quantitative base. c. knowledge derived from motivational research can be useful in developing communications that appeal to deep-seated needs. d. some of the findings produced by motivational research seem intuitively plausible after the fact.


18. Colleagues and students of Freud felt that an individual’s personality was more influenced by how he or she handled relationships with others than by unresolved sexual conflicts. This group of researchers was known as: a. the “Classicists.” b. the “Neo-Freudians.” c. the “Realists.” d. the “Connectionists.”


19. ______________, one of Freud’s followers, proposed that people can be described as moving toward others (compliant), away from others (detached), or against others (aggressive). a. Alfred Adler b. Carl Jung c. Ernest Dichter d. Karen Horney


20. Carl Jung was known for which of the following? a. Copying Freud’s emphasis on the sexual aspects of personality. b. Developing what was to be known as analytical psychology. c. Developing what was to be known as social relationship study. d. Developing what was to be known as trait theory. Answer: (b) Difficulty: (M) Fact Page: 192

21. ___________________ involve themes, such as birth, death, or the devil, that appear frequently in myths, stories, and dreams. a. Desires b. Traits c. Archetypes d. Lifestyles


22. Frank Simms has decided to use an “old wise man” to promote a new model of a notebook computer. Frank knows that many marketing messages use characters to convince people about the merits of products. He has decided to use the technique to his advantage. From which of the following psychologist’s ideas has Frank based his advertising strategy upon? a. Karen Horney. b. Carl Jung. c. Sigmund Freud. d. Leo Burnett.

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23. Our culture’s current fascination with stories like Harry Potter and the Chamber of Secrets and The Lord of the Rings would be most closely associated with the thoughts and teachings of which of the following psychologists? a. Karen Horney. b. Carl Jung. c. Sigmund Freud. d. Leo Burnett.


24. Margie has been identified as an introvert because of her quiet and reserved nature. These identifiable characteristics are called: a. traits. b. factors. c. attitudes. d. personality reference points.


25. All of the following are specific traits that are relevant to consumer behavior EXCEPT: a. innovativeness. b. materialism. c. self-consciousness. d. exhibitionism.

Answer: (d) Difficulty: (H) Fact and Application Page: 192-193

26. A person who seems to have a greater group orientation with respect to their consumer behavior patterns than an individualist orientation is classified as being among: a. idiocentrics. b. regiocentrics. c. allocentrics. d. globalcentrics.


27. According to the text, the product symbol that is given credit for being the first “brand personality” (introduced in 1886) was: a. the Coca-Cola symbol. b. the John Deere tractor symbol. c. the Quaker Oats man. d. the Kellogg’s rooster.


28. _________________ refers to the extent to which a consumer holds strong, favorable, and unique associations with a brand in memory. a. Brand dynamics b. Brand position c. Brand logo d. Brand equity

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29. L.L. Bean products are known to be rugged, outdoorsy, tough, athletic, and dependable. Because the company has worked very hard to establish these thoughts in the minds of consumers and has spent large sums of money to make sure that their products maintain the L. L. Bean reputation, L.L. Bean has achieved _______________ with their products. a. brand dynamics b. brand polarity c. brand logos d. brand equity

Answer: (d) Difficulty: (E) Application Page: 195

30. Eric has a St. Christopher’s medallion that he received from his late grandfather. The magical qualities (good luck qualities) of this gift have helped Eric to have less fear about the world around him and a sense of protection (even if it is only imagined). Eric’s feelings toward this medallion are part of a system called: a. objectivism. b. animism. c. humanism. d. cultism.


31. ______________________ refers to a pattern of consumption reflecting a person’s choices of how he or she spends time and money. a. Lifestyle b. Motivation c. Pattern development d. AIO inventory development


32. ________________ occurs when the symbolic meanings of different products are related to one another. a. Product similarity b. Product symmetry c. Product complementarity d. Product symbology


33. _______________ are the “use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market (and their reasons) to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium.” a. Lifestyles b. Promotional segmentations c. AIO measures d. Psychographics


34. Which of the following psychographic studies would place a large sample of

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respondents into homogeneous groups based on similarities of their overall preferences? a. A lifestyle profile. b. A product-specific profile. c. A product-specific segmentation. d. A general lifestyle segmentation.


35. Which of the following most accurately describes the AIOs mentioned in the chapter? a. Attitudes, Involvement, and Opinions. b. Activities, Interests, and Opinions. c. Awareness, Involvement, and Objectives. d. Activities, Intercepts, and Objectives.


36. Young teenage girls are very heavy users of makeup (especially eye shadow). Though the size of this market is smaller than the larger adult market, marketers have learned that the consumption pattern is very heavy and these young women experiment with many varieties of products. This market most closely resembles which of the following principles? a. The 80/20 principle. b. The pyramid principle. c. The derived demand principle. d. The surrogate buyer principle.

Answer: (a) Difficulty: (E) Application Page: 205-206

37. Shopping, club membership, sports, and social events are all illustrations of which of the following lifestyle dimensions? a. Activities. b. Interests. c. Opinions. d. Demographics.

Answer: (a) Difficulty: (E) Fact and Application Page: 206, Table 6.3

38. Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience’s views on food, the media, fashion, and recreation. Which of the AIO categories does Norma seem to be working on now? a. Activities. b. Interests. c. Opinions. d. Demographics.

Answer: (b) Difficulty: (E) Application Page: 206, Table 6.3

39. All of the following are ways that psychographic segmentation can be used EXCEPT: a. to define the profits to be made in a market. b. to define the target market. c. to position the product. d. to create a new view of the market.

Answer: (a) Difficulty: (M) Fact and Application Page: 206-207

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40. A well-known segmentation system based on how consumers agree or disagree with various social issues is called: a. the Likert scale analysis. b. the AIO measurement analysis. c. the VALSTM (the Values and Lifestyles) system. d. the PRIZMTM Cluster system.


41. The top VALS 2TM group is termed the _________________, who are successful consumers with many resources. This group is concerned with social issues and is open to change. a. Fulfilleds b. Achievers c. Actualizers d. Believers

Answer: (c) Difficulty: (H) Fact and Application Page: 208-209, Figure 6.3

42. Lee-Ann Wang is impulsive, young, and enjoys such offbeat, risky experiences as skydiving, bungee jumping, and snowboarding. Which of the following VALS 2TM groups would Lee-Ann most likely be a member of? a. Fulfilleds. b. Achievers. c. Strivers. d. Experiencers.

Answer: (d) Difficulty: (M) Application Page: 208-209, Figure 6.3

43. Which of the following best describes the purpose of Global MOSAIC developed by the British firm Experian? a. Experian can be used to classify people based on their sexual preferences. b. Experian can be used to classify people based on 14 common lifestyles. c. Experian can be used to classify people based on their receptiveness to change. d. Experian can be used to classify people based on their credit ratings.


44. The Research Institute on Social Change (RISC) in Paris attempts to measure lifestyles and sociological change on an international scale. When these lifestyles and sociological changes are graphed in virtual space, three axes appear. All of the following would be among those axes EXCEPT: a. Exploration/Stability. b. Social/Individual. c. Global/Local. d. Brand-oriented/Brand-adverse.

Answer: (d) Difficulty: (M) Fact and Application Page: 209-210, Figure 6.4

45. According to research done by the Research Institute on Social Change (RISC) in Paris, the terms “resilience, integrity, cultural mobility, and risks” would rate high on the ____________ axis of their research scale. a. exploration b. stability c. social d. individual

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Answer: (a) Difficulty: (M) Fact and Application Page: 212, Figure 6.6

46. ___________________ refers to analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information about the areas in which people live in order to identify consumers who share common consumption patterns. a. Psychographics b. Geographics c. Geodemography d. Demography


47. A statistical technique called ___________ allows marketers to identify groups of people who share important characteristics even though they may live in different parts of the country. a. psychographics b. demographics c. cluster analysis d. nonmetric-multidimensional scaling


48. Kroger grocery stores are using a new technique called _____________. Using this form of data, information about a person’s actual purchasing history is combined with geodemographic data to give marketers better insight into purchasing behavior. a. nonmetric-multidimensional scaling. b. psychometric analysis. c. bimodal scaling. d. single-source data.


49. A popular clustering technique called ____________ classifies every U.S. zip code into one of 62 categories, ranging from “Blue-Blood Estates” to “Public Assistance.” a. Claritas LINK b. PRIZM c. RISC d. MOSAIC


50. According to the PRIZM classification method, a method that classifies every U.S. zip code into one of 62 categories, the _______________ cluster would be characterized as having new money, parents in 40s and 50s, newly built subdivisions with tennis courts, swimming pools and gardens, high wine usage, and low motorcycle usage. a. Furs & Station Wagons b. Tobacco Roads c. Blue-Blood Estates d. Middle America

Answer: (a) Difficulty: (M) Application Page: 216-217, Table 6.4

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CHAPTER 7ATTITUDES

Multiple Choice

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


2. Ruby believes that ice cream is fattening and therefore tries to avoid the temptation of eating it. Which of the following best describes the relationship between Ruby and ice cream? a. The ice cream is purely a product (P1). b. The ice cream is an attitude object (Ao) because of Ruby’s feelings toward the product. c. The ice cream is a fantasy (F1) for Ruby. d. The ice cream is matched to a personality trait (Pt) of Ruby and this is what causes her difficulties in rejecting the product.


3. Which of the following statements with regard to an attitude’s relationship to time is most correct? a. Attitudes endure over time. b. Attitudes tend to be irrelevant with respect to time. c. Attitudes fade over time. d. Attitudes tend to be strong during one’s youth and then fade in one’s older years.


4. The functional theory of attitudes was initially developed to explain how: a. people buy products. b. people reject certain classes of products without rational reasons. c. attitudes facilitate social behavior. d. global marketing can deal with cultural changes around the world.


5. Attitudes exist because they serve some function for the person. This statement is representative of which of the following theories of attitudes? a. ABC model of attitudes b. functional theory of attitudes c. low-involvement hierarchy d. latitude of rejection model


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6. Daniel Katz described a variety of functions of attitudes. Which of the following is NOT one of those functions? a. The knowledge function. b. The utilitarian function. c. The value-expressive function. d. The gender placement function.

Answer: (d) Difficulty: (M) Fact Page: 224-225

7. Which of the following general attitude functions is most closely related to the basic principles of reward and punishment? a. Utilitarian function. b. Value-expressive function. c. Ego-defensive function. d. Knowledge function.

Answer: (a) Difficulty: (M) Fact and Application Page: 224-225

8. Sarah sees an ad for a popular deodorant. In the ad, a young girl is embarrassed on prom night because of a perspiration stain on her pink prom dress. The punch line of the ad says, “Is yours strong enough when you really need it?” Sarah thinks about her own product, an upcoming date with a new guy, and decides to switch to the advertised brand. Which of the following attitude functions most closely matches the above decisions made by Sarah? a. Utilitarian function. b. Value-expressive function. c. Ego-defensive function. d. Knowledge function.


9. Kanisha is confronted with a strange set of products during her most recent visit to the cosmetics counter at her favorite department store. Urban Grunge nail polish is “hot, hot, hot” according to recent ads. Kanisha likes the idea of a new nail polish but is unsure about the image that might be projected by the dull colors of the nail polish line. With such names as Street Slime, Garbage Goo, and Trash Can, caution might be the right move. Which of the following attitude functions is probably in play with Kanisha and her purchase decision? a. Utilitarian function. b. Knowledge function c. Ego-defensive function. d. Camaraderie function.


10. Most researchers agree that an attitude has three components. Which of the following lists most accurately describe these three components? a. Value, ego, and intellect. b. Positive, negative, and neutral. c. Affect, behavior, and cognition. d. Local, social, and cultural.


11. From the basic ABC model of attitude components, ______________ refers to the way a consumer feels about an attitude object.

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a. affect b. behavior c. cognition d. affinity


12. According to the basic ABC model of attitude components, the component that refers to the beliefs a consumer has about an attitude object is called: a. affect b. behavior c. affinity d. cognition


13. Attitude researchers have developed the concept of a hierarchy of effects to explain the relative impact of the three components of an attitude. All of the following are possible hierarchies EXCEPT: a. Standard Learning Hierarchy. b. Low-Involvement Hierarchy. c. Experiential Hierarchy. d. Habit Hierarchy.

Answer: (d) Difficulty: (H) Fact and Application Page: 227, Figure 7.1

14. If a consumer approaches a product decision as a problem-solving process (based on cognitive information processing, then he or she will use a(n) ___________________________ to proceed with their decision. a. Standard Learning Hierarchy b. Low-Involvement Hierarchy c. Experiential Hierarchy d. Habit Hierarchy

Answer: (a) Difficulty: (M) Fact Page: 227-228, Figure 7.1

15. Kelly is considering purchasing a new car. To do so, she reviews how she has bought cars in the past, what her preferences (brand loyalty) are, any new information that might have come her way, and what friends have told her about various models. She is highly involved in this decision, she has carefully weighed alternatives, and has come to what she perceives to be a thoughtful decision. Kelly’s decision making is an example of which of the following hierarchies? a. Habit Hierarchy. b. Low-Involvement Hierarchy. c. Experiential Hierarchy. d. Standard Learning Hierarchy.

Answer: (d) Difficulty: (H) Fact and Application Page: 227-228

16. In the __________________, the consumer does not initially have a strong preference for one brand over another. Instead he acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used. a. Standard Learning Hierarchy b. Low-Involvement Hierarchy c. Experiential Hierarchy d. Habit Hierarchy

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17. Simi Ghandi is never quite sure which brand of gum to buy. She tries some, likes some, rejects some. However, through a process of behavioral learning she does remember those brands that taste good and make her mouth fresh. The problem is that she cannot often remember the brands that are not so good and often repeats purchasing mistakes. “Oh well,” says Simi, “gum buying is not that big a deal anyway.” Which of the following hierarchies would most appropriately describe Simi’s situation? a. Standard Learning Hierarchy. b. Experiential Hierarchy. c. Low-Involvement Hierarchy. d. Habit Hierarchy. Answer: (c) Difficulty: (M) Application Page: 228

18. In the ______________, the consumer considers purchasing based on an attitude of hedonic consumption (such as how the product makes them feel or the fun its use will provide). a. Standard Learning Hierarchy. b. Low-Involvement Hierarchy. c. Experiential Hierarchy. d. Habit Hierarchy.


19. Samuel buys a new brand of cologne based on the fact that it is a “unique sensory experience.” Samuel’s decision based on emotional response and intangible attributes,

is most closely associated with which of the following hierarchies? a. Standard Learning Hierarchy. b. Low-Involvement Hierarchy. c. Experiential Hierarchy. d. Habit Hierarchy.

Answer: (c) Difficulty: (H) Application Page: 228-230

20. The ___________________ is defined as a predisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during a particular exposure occasion. a. attitude toward the object (Ao). b. attitude toward the advertisement (Aad). c. attitude toward the event (Ae). d. attitude toward the cognition (Ac).

Answer: (b) Difficulty: (E) Fact Page: 230-231

21. Research has shown that at least three emotional dimensions have been identified in commercials. Two of these emotional dimensions are pleasure and arousal. What is the third emotional dimension? a. Pain. b. Pride. c. Social connection. d. Intimidation.


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22. An attitude can form in several ways. For example, a teenager may come to model the behavior of friends and media figures who drink Pepsi because he or she believes that this act will allow him or her to fit in with the desirable images of the Pepsi Generation. Which of the following would the above example be most closely associated with? a. The attitude occurred because of classical conditioning. b. The attitude occurred because of instrumental conditioning. c. The attitude occurred because of a complex cognitive process. d. The attitude occurred because of a geodemographic process.


23. Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is: a. compliance. b. identification. c. information acquisition. d. internalization.

Answer: (d) Difficulty: (M) Fact Page: 231-232

24. A person may eat Snickers’ candy bars because this brand is sold in the company cafeteria, and it is too much trouble to go elsewhere for a preferred brand. This would be an example of which kind of attitude involvement based on degree of commitment? a. Compliance. b. Identification. c. Information acquisition. d. Internalization.


25. Roger was really angry when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard “old Coke,” and complained to the local grocery store manager. In this example, which of the following kinds of attitude involvements (based on degree of commitment) is at work in Roger’s case? a. Compliance. b. Identification. c. Information acquisition. d. Internalization.


26. Consumers value harmony among their thoughts, feelings, and behaviors; they are motivated to maintain uniformity among these elements. This statement illustrates which of the following theories? a. Self-perception theory. b. Balance theory. c. Principle of cognitive consistency. d. Social judgment theory.

Answer: (c) Difficulty: (E) Fact and Application Page: 232-233

27. A smoker is faced with a problem. He likes to smoke, but he knows that smoking has been linked to cancer. His solution to this dilemma is to find a middle ground

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by smoking a low tar and nicotine cigarette. This example illustrates consumer response based on which of the following theories? a. Self-perception theory. b. Theory of cognitive dissonance. c. Social judgment theory. d. Balance theory.

Answer: (b) Difficulty: (H) Application Page: 233-234

28. Which of the following theories states that we maintain behavior consistency by inferring that we must have a positive attitude toward an object if we bought or consumed it (assuming that we made this choice freely)? a. Self-perception theory. b. Theory of cognitive dissonance. c. Cognitive judgment theory. d. Balance theory.

Answer: (a) Difficulty: (M) Fact Page: 234-235

29. Tim Roberts is a great car salesman. He knows people accept and buy expensive products gradually. To make a sale, Tim tries to get consumers in a car for a test drive. He knows that once the customer has complied with the small request, the probability of an actual car sale will increase. Tim’s technique is an example of which of the following sales strategies or techniques? a. “Follow my orders” strategy. b. “Show me the money” strategy. c. “Foot-in-the-door” technique. d. “Never stop selling” technique.


30. ____________________ assumes that people assimilate new information about attitude objects in light of what they already know or feel. a. Social judgment theory b. The theory of relational objects c. Balance theory d. The theory of cognitive dissonance


31. In accepting or rejecting products based on social judgment theory, “choosy mothers choose JIF peanut butter” is an illustration of which of the following? a. Latitude of advertising. b. Latitude of perception. c. Latitude of least resistance. d. Latitude of acceptance.


32. _________________ considers relations among elements a person might perceive as belonging together. a. Social judgment theory b. The theory of relational objects c. Balance theory d. The theory of cognitive dissonance

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33. Balance theory perspective involves relations among three elements (a triad). Which of the following is not part of that triad? a. A person and his or her perceptions. b. The marketer and their strategy of image building. c. An attitude object (the object to be perceived). d. Some other person or object.

Answer: (b) Difficulty: (E) Fact Page: 236-237

34. Henry would like Phil for a roommate. They seem to get along fine and have many common interests. However, Phil smokes and Henry does not. The eventual solution to this potential problem is that Phil agrees to smoke outside the apartment and tries to quit through a nicotine patch. Henry agrees not to complain about the smell on Phil’s clothes and to be supportive of his attempts to quit smoking. This illustration is an example of which of the following? a. Social judgment theory. b. The theory of relational objects. c. Balance theory. d. The theory of cognitive dissonance.


35. Sometimes consumers are just not sure about a purchase and need a “nudge” to move forward and complete a transaction. Marketers often use a celebrity pitch- person to provide the needed “nudge.” By using this technique, marketers are hoping that the star’s popularity will transfer to the product. Which of the following theories is most closely associated with the above statements? a. Personal relevance theory. b. The theory of relational objects. c. The theory of cognitive dissonance. d. Balance theory.


36. A simple response does not always tell us everything that we need to know about why the consumer feels a certain way toward a product or about what marketers can do to change the consumer’s attitude. For this reason and because attitudes can be complex, in recent years _______________ have become popular. a. multi-attribute attitude models b. demographic attitude models c. single-attribute attitude models d. psychographic attitude models


37. All multi-attribute attitude models specify three elements. Two of those elements are attributes and beliefs. What is the third element? a. Action variables. b. Motivations. c. Recency of data. d. Importance weights.


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38. Kenneth is using a multiattribute model to make a decision on which college to attend. Scholarly reputation, friendliness of students, and the adequacy of the college placement division are the most important areas that Kenneth is using to measure his list of colleges. Which of the following elements is Kenneth primarily using in his multi-attribute model to make his decision? a. Attributes. b. Beliefs. c. Importance weights. d. Goals.


39. Samantha is using a multi-attribute model to make a decision on which college to attend. She has evaluated that scholarly reputation is more important than whether the the college has a good sports program. Which of the following elements is Samantha primarily using in her multi-attribute model to make her decision? a. Attributes. b. Beliefs. c. Importance weights. d. Goals.


40. Which of the following is most closely associated with the Fishbein model? a. It is the most influential multi-attribute model. b. It is the only model to combine the Koontz and Krantz models. c. It is widely used in Europe but has a substantially reduced following in the United States. d. It has been replaced by the Holmes model because of its failure to account for the effect of the Internet on attitude formulation.


41. The Fishbein multi-attribute model measures three components of attitude. All of the following are among those elements EXCEPT: a. importance of cells. b. salient beliefs. c. object-attribute linkages. d. evaluation of each of the important attributes.


42. Strategy can be developed using information from a Fishbein multi-attribute attitude model. All of the following are strategic opportunities and applications cited by the text EXCEPT: a. capitalize on relative advantages. b. strengthen perceived product/attribute linkages. c. add a new attribute. d. subtract an attribute.


43. Using the Fishbein multi-attribute attitude model, which of the following strategies associated with the model provides the rationale for examining attributes based on perceived strengths of the attribute(s)? a. Capitalize on relative advantages.

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b. Strengthen perceived product/attribute linkages. c. Add a new attribute. d. Influence competitors’ ratings.


44. Researchers have added to the original Fishbein multi-attribute model. The name of this extended Fishbein model is: a. the linked Fishbein model. b. the theory of reasoned action. c. the Phillips model. d. the theory of social motivation.


45. The theory of reasoned action is most closely associated with which of the following models? a. The Freudian psychoanalytic model. b. The Fishbein multi-attribute model. c. The Coward social dynamic model. d. The Northland central theorem model.


46. Which of the following theoretical models measures attitude toward the act of buying (Aact), rather than only the attitude toward the product itself? a. The theory of cognitive dissonance. b. The theory of reasoned action. c. The theory of attribute justification. d. The simplex theory.

Answer: (b) Difficulty: (H) Fact Page: 242-244

47. Despite improvements to the Fishbein model, all of the following are considered to be obstacles to predicting behavior using this model EXCEPT: a. the model does not consider social pressure. b. the model was developed to deal with actual behavior, not with the outcomes of behavior. c. some outcomes are beyond the consumer’s control. d. measures of attitude often do not really correspond to the behavior they are supposed to predict.


48. Which of the following theories states that “the criterion of behavior in the reasoned action model should be replaced with trying to reach a goal?” a. Theory of cognitive pressure and discontent. b. Theory of failure. c. Theory of action and reason. d. Theory of trying.

Answer: (d) Difficulty: (E) Fact and Application Page: 245

49. All of the following factors might be important to the theory of trying EXCEPT: a. attitudes toward success. b. expectation of success.

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c. attitude toward failure. d. attitude toward power and control.

Answer: (d) Difficulty: (M) Fact and Application Page: 246, Figure 7.3

50. Attitude tracking helps to increase the predictability of behavior by allowing researchers to analyze trends over an extended period of time. All of the following are changes that researchers look for over time EXCEPT: a. changes in different age groups. b. scenarios about the future. c. heredity. d. identification of change agents.


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