MKT201 - Full

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1. A: QN=1 A marketer who segments a population by age and 8. A: A customer buying an unfamiliar product which carries a fair
gender is using ________ to categorize consumers. degree of risk would most likely engage in
a. demographics what type of problem solving?
b. psychographics a. extended problem solving
c. roles b. limited problem solving
d. lifestyle c. habitual problem solving
2. A: QN=16 What makes a commercial message persuasive? The d. recognition problem solving
answer (according to a major study) is that the single 9. A: QN=25 Humorous ads get attention, but many times the
most important feature is whether the communication contains humor distracts from the promotional message.
________. a. True
b. False
a. a brand-differentiating message 10. A: QN=18 Do sex-related ads work? Which of the following best
b. a sexual symbol or suggestion answers this question?
c. price information
d. a credible spokesperson a. Overall, the use of a strong sexual appeal is not very well
3. A: QN=22 People often engage in brand switching, even when received.
their current brand satisfies their needs b. They outperform all other appeal formats.
a. True c. They are most effective when they attempt to "trick" the
b. False consumer into paying attention.
4. A: QN=20 Needs are created when the actual state of a d. There is no data to answer the question.
customer declines. 11. A: QN= 15 Physically attractive people are perceived as smarter,
a. True cooler, and happier than average people. These perceptio ns
b. False are a result of a ________.
5. A: QN=18 Traditionally, consumer researchers have approached
decision makers from a rational perspective. a. halo effect
a. True b. principle of cognitive consistency
b. False c. match-up hypothesis
d. self-perception theory
6. A: QN=6 If a new product increases the ideal state of a
customer without changing her actual state, then a(n) ________ 12. A: QN=7 When a woman buys an expensive mink coat, which of
has been created. the following needs is probably being expressed?

a. opportunity a. hedonic
b. search b. utilitarian
c. accident c. rational
d. need d. biogenic

7. A: QN=4 When is a consumer most likely to engage in extended 13. A: QN= 11 M-commerce is communicated primarily through
problem solving? what medium?

a. This decision mode is most common when the decision is a. cell phones
related to the person's self-concept and there is a high degree b. billboards
of risk. c. radio satellite
b. This decision mode is most common when the decision is d. TV
related to the person's past behavior and product 14. A: QN=3 The ________ function of attitudes applies when a person
reinforcements. is in an ambiguous situation and needs order, structure, or
c. This decision mode is most common when acceptable meaning.
products are already contained within the consumer's evoked
set. a. knowledge
d. This decision mode is most common when the decision is b. utilitarian
related to products that are considered to be low self-concept c. value-expressive
involvement. d. ego-defensive
15. A: QN=9 Janice feels that she makes many of her decisions 25. A: QN=3 Which of the following is true about the phenomenon
based on the fact that she is an introvert. Introversion seems of nostalgia?
to affect her taste in clothes, outside activities, and even her
independence. Janice is making consumption a. Adults older than 30 are particularly susceptible, but
decisions based on a personality theory called trait theory. people of all ages can feel nostalgic.
a. True b. Adults older than 50 are particularly susceptible to
b. False nostalgia, but people younger than 40 are more likely to
16. A: QN=8 At Whole Foods supermarket in Seattle, shoppers take reserve their warm feelings for future events.
part in a "singles" night the first Friday of every month. c. Most adults are about equal in the amount of nostalgia that
This is a good illustration of lifestyle marketing. they feel.
a. True d. Nostalgia is an important marketing variable, but
b. False researchers have no reliable methods of measuring it.

17. A: QN=7 Lifestyle is a statement about who one is in society 26. A: QN=9 If a social researcher wanted to investigate social
and who one is not. status in a small city, her best choice for a questionnaire
a. True would be one that included questions or observations on
b. False education, area of residence, total family income per
year, and ________.
18. A: QN=3 Personality refers to a person's unique psychological
makeup and how it consistently influences the way a
a. occupation prestige level of household head
person responds to his or her environment.
b. membership groups of the primary income earners
a. True
c. ability to communicate via the Internet and other electronic
b. False
communication channels
19. A: QN=20 Involvement can be seen as the motivation to
d. ability to win friends and influence people
process information
27. A: QN=10 A person in the middle class, but with an income at
a. True
least 15 percent lower than the median for the middle
b. False
class, would be known as a(n) ________ consumer.
20. A: QN=19 Maslow's hierarchy of needs implies that the order of
needs is fixed.
a. underprivileged
a. True
b. lower-class
b. False
c. desperate
21. A: QN=18 Most current explanations of motivation focus on d. lower-middle class
cognitive factors rather than biological ones to understand
28. A: QN=5 People who belong to the same social class have
what drives behavior.
which of the following in common?
a. True
b. False
a. income levels
22. A: QN=23 Social risk occurs when the consumer's risk capital b. personalities
consists of self-esteem and self-confidence. c. ethnicity
a. True d. family structure
b. False 29. A: QN= 14 Max's family is part of what is called "the new rich."
23. A: QN=16 The degree to which a person is willing to expend They are the newer social elite, drawn from current
energy to reach one goal as opposed to another reflects his professionals. His father is a medical doctor and his mother is
or her underlying motivation to attain that goal. vice president at a large urban bank. Max's
a. True family (based on the description given in the text) belongs to
b. False which of the following social class categories?
24. A: QN=4 Social class is a strong predictor of purchases that
have symbolic aspects, but low to moderate prices. Which a. Lower
of the following is the best example of a product with those b. Upper
characteristics? c. Upper
d. Lower
a. liquor 30. A: QN=18 Education is one determining factor in who gets a
b. cars bigger piece of the economic pie.
c. homes a. True
d. refrigerators b. False
31. A: QN=19 Discretionary income is the money available to a 39. a: QN=9 Men and women who are exposed to beautiful models
household over and above that required for a comfortable in advertisements and commercials are likely to alter
standard of living. their perceptions of their own body shapes.
a. True a. True
b. False b. False
32. A: QN=16 For teens, buying products such as nipple rings and 40. a: QN=8 Western cultures tend to subscribe to an independent
purple hair dye expresses the rebellion versus conformity understanding of the self, which emphasizes the
conflict common to all teens. inherent separateness of each individual.
a. True a. True
b. False b. False
33. A: QN=3 All of the following are important components of 41. a: QN=1 Many ________ cultures stress the importance of a
social class EXCEPT ________. collective self, in which the person's identity is derived in
large measure from his or her social group.
a. gender
b. income a. Eastern
c. educational attainment b. Northern
d. occupational prestige c. Western
34. A: QN=12 An age cohort consists of people who are of a d. Southern
similar age and have undergone similar experiences. 42. a: 6) Cultures differ in terms of how influence is distributed and
a. True how people react to others who have more or less
b. False influence. This dimension of culture is called ________.
35. a: QN=7 What is the most challenging aspect of marketing to a) power distance
Asian Americans, aside from language barriers? b) uncertainty avoidance
c) masculinity/femininity
a. They are culturally diverse. d) individualism
b. They buy only from their native lands. 43. a: 9) Pavel was an inventor. He read that there were several
c. They do not trust the American financial or credit system. million people who could not sleep at night until they
d. They show little affinity for American-made products. looked under the bed. He invented a light that could be put
36. a: QN= 15 FLC models relate to ________. under a bed and went on automatically when
someone looked there. Pavel's product is designed to help
a. how families change over the length of a marriage and the people perform a ________.
number of children a) ritual
b. the federal government's method of controlling the growth b) symbolic exchange
of B2B commerce c) convention
c. the federal government's regulation of rental living d) rite of passage
conditions 44. a: QN= 13 Marketing researchers know that if they are to be
d. how the size of family units has changed over the last 100 successful with teenagers, they must understand what
years teenagers believe to be "cool."
37. a: QN=8 Asian Americans look closely at brands but are not a. True
very brand loyal. This is likely the result of heightened b. False
status consciousness. 45. a: QN=30 Charles lived in Maine, went to college in New
a. True Hampshire, and then moved to Boston to work. When Charles
b. False was 30 years old, he lost his job and moved back to live with
38. a: 2) The accumulation of shared meanings, rituals, norms, and his parents in Maine until he found another job. Charles would
traditions among the members of an organization be called a boomerang kid by marketers.
or society is a definition of ________. a. True
a) culture b. False
b) social class
c) the family life cycle
d) a reference group
46. a: QN=12 According to a recent survey, the majority of women 55. a: QN=16 Jeff had collected a nice wardrobe before graduating
worldwide want what kind of families? from college. All of his friends considered him "well
dressed." After the first day at his new job, however, Jeff
a. smaller families immediately went out and replaced most of his
b. larger families clothes with what was considered to be professional dress
c. extended families clothing. Jeff had just experienced the power of a
d. nontraditional families new ________.
47. a: QN=19 Which of the following is NOT one of the three
distinct children markets? a. reference group
b. private luxury
a. gatekeeper market c. avoidance group
b. influence market d. brand community
c. primary market 56. a: QN= 11 Many factors contribute to conformity. The Japanese
d. future market are noted for valuing collective well-being and group
48. a: 1. A number of specific decision roles are played when a loyalty over individual needs. Which of the following
collective decision must be made. The person who conformity factors best explains this behavior?
brings up the idea or need is the ________.
a. cultural pressures
a.initiator b. commitment
b.gatekeeper c. group size
c.influencer d. susceptibility to interpersonal influence
d.buyer 57. a: QN=27 Collective decision-making occurs when more than
49. a: QN=30 Word-of-mouth has a more powerful effect on one person is involved in the purchasing process for
consumers than paid advertising does. products or services that may be used by multiple consumers.
a. True a. True
b. False b. False
50. a: QN=27 Opinion leaders also are likely to be opinion seekers 58. a: QN=5 If a consumer admires the qualities of another person
a. True and copies his or her behaviors, the person that is copied is
b. False said to have ________ power.
51. a: QN=26 Opinion leaders often absorb much of the risk in
a. referent
buying new products because they generally buy them first.
b. informational
a. True
c. legitimate
b. False
d. coercive
52. a: QN=24 When shopping with others, some people are more
59. a: QN=4 Reference group effects are stronger for purchases
likely to choose risky alternatives than they would be if
that are ________.
shopping alone. This behavior occurs due to the risky shift
effect.
a. socially conspicuous
a. True
b. mostly unseen by others
b. False
c. necessities
53. a: QN=21 A person with social power has the ability to alter the d. made frequently
actions of others.
60. a: QN=1 A(n) ________ is an actual or imaginary individual or
a. True
group conceived of having significant relevance upon
b. False
an individual's evaluations, aspirations, or behavior.
54. a: QN=19 Phillipe is a member of a small Harley-Davidson
motorcycle club. They meet once a week to ride and talk a. opinion group
about their bikes. This club might exert a ________ influence on b. demographic group
Phillipe as he decides which model of bike to c. reference group
buy for his girlfriend. d. focus group

a. comparative
b. normative
c. selective
d. legitimate power
61. a: QN=10 One benefit of e-commerce is that consumers can 68. a: 10) Which of the following best describes a norm?
find products and services for which they will be able to get a) A norm is what is considered normal within a group. They
greater price information. are so taken for granted that most people don't know what
a. True their norms are until they see one violated.
b. False b) Norms are the laws of a culture. They are behaviors that are
62. a: QN=9 The "thrill of the hunt" is a hedonic shopping motive. so important that they are written into law.
a. True c) Norms are so "normal" to a group that even small children
b. False can describe them in detail to outsiders.
d) Norms are the universal behaviors that set us apart as
63. a: QN=8 Most customers who experience an environment that
humans irrespective of the culture in which a person happens
is both pleasant and arousing will interpret it as an exciting
to live. Norms allows people to understand at least parts of
environment.
other cultures.
a. True
b. False 69. a: QN=29 Conditioning effects are more likely to occur after the
conditioned and unconditioned stimuli have been
64. a: QN=6 Which of the following is considered a limitation of e-
paired a number of times.
commerce?

a. True
a. expensive to order and then return
b. False
b. lack of real-time pricing
c. lack of reasonable delivery times 70. a: QN=24 All consumers carry a schema in their minds when
d. lack of price information they enter the marketplace. According to the principles of
perceptual vigilance and defense, a marketer should be
65. a: QN=5 Which of the following is the best example of a
careful to create a promotion for the new product that
hedonic shopping motive?
________.
a. A consumer shops to "hang-out" with friends at a local mall.
a. conforms to the customers' schemata
b. A consumer shops because he is angry.
b. violates the customers' schemata
c. A consumer shops to provide food for survival.
c. requires that customers defend their current views about the
d. A consumer shops because she is discouraged and
product category
depressed.
d. is simple and easy to understand
66. a: QN=26 Ellen was asked to fill out a questionnaire. She
71. a: QN=19 ________ involves a process of acquiring information and
described herself as more likely to engage in exercise, more
storing it over time so that it will be available when
likely to go out to bars and restaurants, and as consuming
needed.
more alcohol than people in other age groups.
Which of the family life cycle categories would Ellen best fit?
a. Memory
b. Recognition
a. young bachelors and newlyweds
c. Comprehension
b. families with young children
d. Attention
c. families with older children
d. older couples without children 72. a: QN=30 Ben Perez is driving along a mountain road. In the
distance, he sees a road crew working on a fallen tree that
67. a: QN=12 According to the principle of least interest, the person
has blocked the highway. When Ben first sees the road crew,
who is least ________ has the most power in a
which of the following perceptual processes has
relationship.
been engaged?
a. committed to staying in the relationship
a. exposure
b. susceptible to interpersonal influence
b. attention
c. susceptible to cultural pressures
c. adaptation
d. afraid of sanctions against nonconforming behavior
d. interpretation
73. a: QN= 11 The ________ threshold refers to the minimum amount of 80. a: QN=18 ________ learning occurs when people watch the actions
stimulation that can be detected on a sensory of others and note the reinforcements they receive
channel. for their behaviors.

a. absolute a. Observational
b. differential b. Encoding
c. intensity c. Retrieval
d. relative d. Masked
74. a: QN=18 An individual may not process stimuli that are in some 81. a: QN=4 Which form of learning listed below assumes that
way threatening, or may distort the meaning of the learning takes place as the result of responses to external
stimuli to make it less threatening. This type of perceptual filter events?
is called ________.
a. behavioral learning
a. perceptual defense b. cognitive learning
b. perceptual vigilance c. incidental learning
c. subliminal perception d. Gestalt learning
d. adaptation 82. a: QN=26 From a semiotic perspective, every marketing
75. a: QN=9 Males and females have different appreciations of message has three basic components. Which of those
textures (touch sensitivity). When feeling fabrics, men components is the sensory image that represents the intended
evaluate which of the following as "high class"? meaning?

a. wool a. the sign

b. silk b. the object
c. denim c. the interpretant
d. cotton d. the structure
76. a: QN=8 A philosophy that translates customers' feelings into 83. a: QN=25 The field of ________ examines the correspondence
design elements is called ________ engineering. between signs and symbols and their role in the
a. Kinsei assignment of meaning.
b. pleasure
c. relationship a. semiotics
d. reverse b. enunciation
77. a: QN= 11 Another name for instrumental conditioning is ________ c. Gestalt
conditioning. d. hyperreality
84. a: QN=28 Learning refers to a relatively permanent change in
a. operant behavior that is caused by experience.
b. neo-classical
c. stimulus a. True
d. reward b. False
78. a: QN=21 Size, color, position, and novelty are all strategies for 85. B: QN=16 A consumer could recognize a problem as either an
creating which of the following? opportunity or a need. How would promotions differ
between those emphasizing opportunities and those
a. contrast emphasizing needs?
b. adaptation
c. positioning a. Promotions emphasizing needs should attempt to increase
d. thresholds the consumer's ideal state
79. a: QN=23 In the process of ________, certain properties of a b. Promotions emphasizing opportunities should attempt to
stimulus evoke a schema. increase the ideal state
c. Promotions emphasizing needs should increase the ideal
a. priming state
b. differentiating d. Promotions emphasizing needs should decrease the ideal
c. indexing state
d. perceptual mapping
86. B: QN=4 What do the "A, B, Cs" of the ABC model of attitudes 93. B: QN=24 Neuromarketing refers to the use of software tools
stand for? that try to understand and then apply a human decision
maker's multiattribute preferences for a product category.
a. attitudes a. True
b. affect b. False
c. assumptions 94. B: QN=19 Do fear appeal ads work? Which of the following
d. approval best answers this question?
87. B: QN=26 It is normal for the actual state to be lower than an
ideal state. Consequently, the average person is in a constant a. They work well if the threat is very weak.
readiness state for problem recognition. b. They work if the threat is moderate and when a solution to
a. True the problem or difficulty is presented.
b. False c. They work if the threat is high and vividly elaborated.
88. B: QN=9 The element of a communications model in which the d. There is no data to answer the question.
message originates is the ________. 95. B: QN=20 The ________ route to persuasion is taken when the
person is not really motivated to think about the
a. medium arguments made in a communication message.
b. source
c. receiver a. central
d. consumer b. peripheral
89. B: QN=10 What form of marketing is based on the premise that c. dual
a marketer will be much more successful when he d. systematic
communicates with consumers who have already agreed to 96. B: QN=21 Incidental learning occurs after a very concentrated
listen to him? search for information.
a. True
a. segmented marketing b. False
b. lifestyle marketing 97. B: QN= 15 Sheila believes she is a practical consumer. She is
c. e-commerce marketing always on the lookout for better ways to order her life and
d. permission marketing make housework easier. New products that promise to help
90. B: QN=12 The source of a message has an impact on whether with these tasks catch her eye. However, she
the message will be accepted or not. Two particularly sometimes makes mistakes by buying products that do not
important source characteristics are ________. deliver on their promises to do the work required.
Considering the above description, Sheila could be prone to
a. culture and ethnicity which of the following types of perceived risk?
b. credibility and attractiveness
c. credibility and recency a. Monetary risk
d. attractiveness and recency b. Functional risk
91. B: QN=25 Sylvester is a financially poor college student. He c. Social risk
tries to make every purchase decision a wise one because of d. Psychological risk
his economic situation. Based on the types of risk mentioned in 98. B: QN=22 According to the definition given in the text, the
the text, Sylvester's primary risk when making decisions would object of an attitude (Ao) can be an object, but not a person.
appear to be a psychological risk. a. True
a. True b. False
b. False 99. B: QN=23 The communications model requires a source, and a
92. B: QN= 14 Source ________ refers to the message source's message, but receivers of the message are not part of the
perceived social value. model.
a. True
a. valence b. False
b. attractiveness 100. B: QN=24 The model that a broadcast message is perishable
c. class doesn't work as well with the rise of narrowcasting.
d. hierarchy a. True
b. False
101. B: QN=2 Having too many choices in the marketplace is 108. B: QN=5 A consumer who uses a few simple decision rules to
referred to as ________. arrive at a purchase decision is using which of the
following?
a. purchase dilemma
b. consumer hyperchoice a. routine response behavior
c. pseudo-choice b. limited problem solving
d. secondary demand c. graduated response behavior
102. B: QN=2 The functional theory of attitudes was initially d. extended problem solving
developed to explain how ________. 109. B: QN=8 An active attempt to change attitudes is called ________.

a. people identify with products a. behavior modification

b. attitudes facilitate social behavior b. persuasion
c. attitudes are learned from family and friends c. communication
d. attitudes change over an individual's lifetime d. cognition
103. B: QN=19 The experiential perspective stresses the importance 110. B: QN=10 Sony offers a five-year warranty and a free customer
of learning in decision-making. hot line. The brand personality trait inference
a. True consumers will most likely make based on this brand's action
b. False is one of familiarity and sophistication.
104. B: QN=8 A simple rule for moving through the problem a. True
recognition stage of consumer decision-making is that the b. False
greater the difference between the ideal and actual states, 111. B: QN=17 Motivation explains the strength of behavior, but not
________. its direction
a. True
a. the less likely that a problem will be recognized b. False
b. the greater the likelihood that a problem will be recognized 112. B: QN=2 . One of the basic ways to separate age cohorts is to
c. the more sensitive the consumer is to frustrated needs focus on the fact that they ________.
d. the less sensitive the consumer is to frustrated needs
105. B: QN=2 A consumer researcher who examines consumers' a. discriminate against those outside their cohort
lifestyles and personalities is studying ________. b. share many common memories about cultural heroes or
a. demographics events
b. psychographics c. share common views about sex and morals
c. social class d. do not share many values
d. roles 113. B: QN=7 Victoria's Secret recruited college students to act as
106. B: QN=10 What type of information search is a female role models and brand ambassadors, giving away free-gift
customer engaged in when she scans the newspaper ads flyers and invitations to special screenings, in a marketing
every day for new information on fashions, even though she campaign aimed at ________.
isn't thinking of buying anything anytime soon?
a. youth tribes
a. prepurchase search b. tweens
b. ongoing search c. baby busters
c. internal search d. baby boomers
d. delayed search 114. B: QN=9 Researchers measure ________ on dimensions that
107. B: QN=17 The first step in the consumer decision-making include "feel-age" and "look-age."
process is to conduct an information search.
a. True a. chronological age
b. False b. perceived age
c. age cohort
d. social age
115. B: QN=21 Although there are many differences between social
classes, almost all these differences can be summarized
by the differences that income makes in a person's life.
a. True
b. False
116. B: QN=20 Social class appears to be a poor predictor of 121. B: QN=5 Which of the following is needed to predict purchases
purchases that have symbolic aspects and low to moderate of expensive symbolic products?
prices
(such as liquor and cosmetics). a. Only income data is needed.
a. True b. Both income and social class data are needed.
b. False c. Only social class data is needed.
117. B: QN=10 The elderly market is well suited for segmentation. d. Only social class data is needed unless products are being
The primary reason for this is that these consumers purchased in the global market.
________. 122. B: QN=1 ________ income is the money available to a household
over and above that required for a comfortable
a. are affluent standard of living.
b. are easy to identify by age and stage in the family life cycle
c. watch a great amount of television a. Capital
d. will answer almost any question posed to them b. Discretionary
118. B: QN= 11 A subculture is a group whose members share beliefs c. Net
and common experiences that set them apart from others. d. Golden
Which of the following is the best reason supporting the 123. B: QN=8 According to the definition of consumer behavior,
validity of age being considered as a subculture? how a consumer disposes of an idea and accepts another is
not part of consumer behavior.
a. People of a certain age share the same genetic traits. a. True
b. People of the same age have common memories about b. False
cultural heroes and historical events. 124. B: QN=9 Person, object, and situational factors are the three
c. Age is a subculture because of the definitions adopted by types of influences that determine a person's level of
the U.S. Census Bureau. ________.
d. Age has been traditionally thought of as a subculture and
consumer behaviorists have seen no reason to modify that a. enculturation
long-standing belief. b. involvement
119. B: QN=17 Evan was an aggressive, rich, and determined c. values
businessman originally from a working class family. He had d. wants
become wealthier than he had ever imagined by buying and 125. B: QN= 14 Age cohorts share similar problems because they
selling other businesses. Evan seemingly could are more genetically similar than are people from different
do anything until he tried a hostile takeover of an old cohorts.
established bank owned by several prestigious families. a. True
When his bid failed, Evan said, "I always knew there was an b. False
elite but up to now I thought I was a part of it."
126. B: QN=6 Wal-Mart tracks the habits of the 100 million
What type of capital was Evan lacking?
customers who visits its stores each week and responds with
products and services directed toward those customers' needs
a. economic
based on the information collected. This is an
b. cultural
example of ________ marketing.
c. psychological
d. sociological
a. undifferentiated
120. B: QN=9 The fact that people often buy products not for what b. database
the products do but for what they mean implies that a c. relationship
product's basic function is unimportant. d. consumer-generated
127. B: QN=5 The reality principle, according to Freudian
a. True
psychology, is behavior guided by the primary desire to
b. False
maximize pleasure and avoid pain.
a. True
b. False
128. B: QN=6 Motivational research is based on the trait theory of
personality.
a. True
b. False
129. B: QN=3 The growth of consumption communities, which give 136. b: QN=30 The observational learning process begins with a
members a forum for sharing opinions and step called motivation.
recommendations about specific products, has been most
affected by which of the following? a. True
b. False
a. more frequent use of market segmentation strategies 137. b: QN= 15 According to the ________ perspective, under the right
b. the growth of the Web circumstances a group of people is smarter than the
c. decreasing brand loyalty in tough economic times smartest people within the group.
d. the increasing diversity of the American population
130. B: QN= 15 Because different symbols are needed to evoke a. mere exposure phenomenon
nostalgia in people of different age cohorts, multigenerational b. wisdom of crowds
marketing strategies are rarely effective. c. deindividuation
a. True d. normative influence
b. False 138. b: QN=7 The ________ influence is the reference group influence
131. B: QN=6 Which of the following is NOT one of the rules for that helps the consumer make decisions about specific
successfully engaging young consumers? brands or activities.

a. Don't talk down. a. normative

b. Use logic over emotion. b. comparative
c. Don't try to be what you're not stay true to your brand c. selective
image. d. coercive
d. Show that you know what they're going through, but keep it 139. b: QN=17 Which of the following reference group influence
light. forms is most associated with the following situation? Carl
132. B: QN=4 According to a Freudian system of analysis, the knows that Bert has had experience with various types of
superego is the counterweight to the ego. motor oils because Bert is a mechanic for a large
a. True Cadillac dealership. Carl asks Bert to compare his brand
b. False against Quaker State. Bert tells Carl that Quaker State
133. B: QN=7 An advertisement for a national shampoo that shows can't be beat for performance and durability.
a plain-looking woman using the product, then transforming to
a beautiful woman with a new hairstyle, dressed in elegant a. coercive influence
clothes, waiting for the "man of her dreams" to appear on her b. information influence
doorstep, would best illustrate which of the following c. utilitarian influence
criticisms of the marketing system? d. value-expressive influence
140. b: QN=3 Which of the following is an example of utilitarian
a. Marketing makes society overly materialistic. influence?
b. Marketers promise miracles.
c. Marketers create artificial needs. a. An individual seeks information about various brands from a
d. Marketers control popular culture. professional.
134. B: QN=4 What theory of motivation is related to the idea that b. An individual's decision to purchase a particular brand is
customers desire a state of balance called homeostasis? influenced by the preferences of family members.
c. An individual feels that the purchase of a particular brand
a. instinct theory will enhance the image others have of her.
b. drive theory d. An individual seeks brand-related knowledge and
c. expectancy theory experience from friends, neighbors, colleagues, and relatives
d. need theory who have reliable information about the brand.

135. B: QN=5 Early work on motivation ascribed behavior to ________, 141. b: QN= 11 When a retail customer senses a sudden urge that
a view that is now largely discredited. simply can't be ignored, the customer is experiencing
unplanned buying.
a. economics a. True
b. instinct b. False
c. demand
d. goals
142. b: QN=9 Political candidates who get the most media 150. b: QN=5 Like end consumers, organizational buyers are
exposure are more likely to win an election because of the influenced by both internal and external stimuli. Which of the
effect following is an example of an organizational buyer's internal
of ________ in determining one's set of referents. stimuli?

a. propinquity a. the nature of the organization

b. mere exposure b. the buyer's willingness to take risks
c. group cohesiveness c. the technological environment's impact on the organization
d. reference bias d. the economic environment's impact on the organization
143. b: QN=23 An individual's motivation to distance himself from a 151. b: QN=17 Families have alternatives in purchasing. In a(n) ________
negative reference group can not be as powerful as his purchase decision, the group agrees on the desired
motivation to please a positive group. purchase, differing only in terms of how it will be achieved.
a. True
b. False a. accommodative
144. b: QN=20 A primary group is an actual or imaginary individual b. consensual
or group conceived of having significant relevance upon an c. contemplative
individual's evaluations, aspirations, or behavior. d. authoritarian
a. True 152. b: QN=3 ________ marketers specialize in meeting the needs of
b. False organizations such as corporations, government
145. b: QN=28 In an organization, the initiator fills the role of trying agencies, hospitals, and retailers.
to sway the outcome of the decision.
a. True a. Consumer
b. False b. Business-to-business
c. Filter-down
146. b: QN=16 ________ spend less than average on most products and
d. Horizontal
services because their households are small and their
incomes are low. 153. b: QN= 13 The ________ threshold refers to the ability of a sensory
system to detect changes between two stimuli.
a. A. DINKS
b. Twentysomethings a. absolute
c. Thirtysomethings b. differential
d. Seniors c. intensity
d. relative
147. b: QN= 14 Which of the following has led an increasing number
of men and women ages 18 to 24 to return home to live 154. b: QN=16 The average adult is exposed to about 3,500 pieces
with their parents? of advertising information every single day, far more
information than they can or are willing to process. Consumers
a. increasingly difficult college entrance requirements who are exposed to more information than
b. the shrinking job market they can process are in a state of ________.
c. shifting cultural attitudes toward nontraditional families
d. the growing number of extended family living situations a. advertising bombardment
b. sensory overload
148. b: QN=10 A nuclear family is defined as ________.
c. sensory shifting
d. circuit overcapacity
a. one parent and at least one child
b. two parents and at least one child 155. b: QN=17 Because the brain's capacity to process information is
c. two generations of a family plus one renter limited, consumers are very selective about what they
d. three generations of a family pay attention to and tend to select stimuli that relate to their
current needs. This type of perceptual filter is
149. b: QN=7 When a B2B buyer purchases the same product over
called ________.
and over without modification, the buying strategy is
known as a(n) ________.
a. perceptual defense
b. perceptual vigilance
a. old task
c. subliminal perception
b. straight rebuy
d. adaptation
c. modified rebuy
d. new task
156. b: QN=5 Which of the following distinguishes Asian Americans 164. b: QN= 14 According to Weber's Law, the ________ the initial
from other subcultures in the United States? stimulus, the greater a change must be for people to notice
the change.
a. Asian Americans constitute the largest subculture in the
United States. a. more typical
b. Asian Americans are the best educated of any ethnic b. stronger
subculture in the United States. c. weaker
c. Asian Americans have the distinction of having a common d. more unusual
language that acts as a unifying cultural 165. b: QN=22 A membership reference group is made up of
d. agent. idealized figures such as successful business people, athletes,
157. b: QN=29 The most common method of identifying opinion or performers.
leaders is to use the social registry document kept by most a. True
city newspapers. b. False
a. True 166. b: QN=29 Lifestyle, attributes, competitors, and quality are all
b. False dimensions marketers can use to carve out a brand's
158. b: QN=28 Most opinion leaders are celebrities rather than ________ in the marketplace.
everyday consumers.
a. True a. personality
b. False b. position
159. b: QN=29 Sally opens the mail, sorts it for content and need, c. priming
throws away materials that she does not think are necessary d. trade dress
and puts the mail in three executives' mailboxes. In this 167. b: If a fireman told you to leave your apartment, you would
instance, Sally functions as an influencer. comply because the fireman has ________ power.
a. True
b. False information
160. b: QN=19 According to the exposure factor leading to legitimate
adaptation, frequently encountered stimuli ________ as the rate of expert
exposure increases. reward
168. b: QN=7 A store environment that has been made to resemble
a. adapt a living room where customers can relax, hang out with
b. habituate friends, or even learn is referred to as a(n) ________.
c. prime
d. overload a. marketscape
161. b: QN=4 Research has indicated that the color ________ creates b. being space
feelings of arousal and stimulates appetite. c. mindscape
a. blue d. activity space
b. red 169. b: QN=5 ________ was first demonstrated by experiments
c. yellow performed on dogs by Ivan Pavlov, a Russian physiologist
d. black doing research on digestion in animals.
162. b: QN=3 Which of the following is NOT one of the three stages
of the process of perception? a. Instrumental conditioning
b. Classical conditioning
a. interpretation c. Rejection conditioning
b. adaptation d. Extinction conditioning
c. attention
d. exposure
163. b: QN=25 Because of cultural pressure, almost all cultures in
the world require the same amount of conformity.
a. True
b. False
170. b: QN= 15 A woman no longer receives compliments on the 176. b: QN=2 A Confucian perspective stresses the importance of
perfume that she wears. In learning terms, the ________, which focuses on others' perceptions of the self
stimulus-response connection has weakened. Which of the and the desire to maintain status in the eyes of others.
following processes explains what has occurred to
the woman in the example? a. conformity
b. face
a. negative reinforcement c. self-esteem
b. extinction d. social comparison
c. punishment stimulation 177. b: QN=27 According to the definition of learning, how could a
d. coercion researcher ever show that cognitive learning had taken
171. b: QN=20 ________ memories relate to events that are personally place in a subject?
relevant; therefore, a person's motivation to retain
these memories will likely be strong. a. only by asking the subject if he or she had learned
something
a. Sensory b. by measuring a behavioral change that could directly be
b. Episodic tied to a previous experience
c. Primary c. by measuring the brainwave pattern of the subject
d. Elaborative d. by relying upon an intuitive feel for the amount of learning
172. b: QN=10 It is unusual for consumers to have multiple role the subject had experienced
identities. 178. b: QN=3 Behavioral learning theorists do not focus on internal
a. True thought processes; rather, they look to external evidence
b. False to study learning. What aspects of the environment are of most
173. b: QN=22 ________ memory permits temporary storage of concern to behaviorists in studying learning?
information we receive from our senses.
a. energy and work
a. Short-term b. stimulus and response
b. Sensory c. thought and memory
c. Cognitive d. sensation and perception
d. Working 179. b: QN=4 The psychological dimension of time or how it is
174. b: QN=12 If a woman gets compliments after wearing experienced is an important factor in what mathematical
Obsession perfume, she is more likely to keep buying the study?
product
and wearing it. What type of instrumental conditioning has a. polychronic activity
occurred in the situation? b. queuing or queuing theory
c. temporal tasking
a. neutral reinforcement d. physical metrics
b. positive reinforcement 180. C: QN=5 Advertising to teens typically depicts ________.
c. negative reinforcement
d. symbolic reinforcement a. respected adults recommending the product
175. b: QN=25 John wants to teach his dog to do tricks such as "sit b. qualified experts explaining the benefit of the product
up," "roll over," and "fetch a stick." By systematically c. "in" teens using the product
rewarding his dog for responding in the correct way, John is d. family members of two or three generations using the
able to accomplish great progress over a 30-day product together
period. John was able to teach his dog using which of the 181. C: QN=4 The study of the processes involved when individuals
following learning processes? or groups select, purchase, use, or dispose of products,
services, ideas , or experiences to satisfy needs and desires is
a. classical conditioning called ________.
b. instrumental conditioning
c. stimulation conditioning a. lifestyle marketing
d. extinction conditioning b. role marketing
c. consumer behavior
d. marketing research
182. C: QN=1 ________ refers to the process that causes people to 188. C: QN=4 Which of the following best describes the concept of
behave as they do. a teenager?

a. Goals a. Most cultures have historically separated youth between the

b. Needs ages of 13 to 17 as being neither children nor adults.
c. Motivation b. Most primitive cultures have isolated youth between 13-to-17
d. Drives as being unstable and incapable of membership in adult life.
183. C: QN=7 The ________ hierarchy assumes the consumer does not c. The entire concept of being a teenager is a relatively new
initially have a strong preference for one brand over another. historical development that did not exist prior to about 60
Instead, he acts on the basis of limited knowledge and then years ago.
forms an evaluation only after the d. The concept of a teenager began to appear in Western
product has been purchased or used. cultures about 200 years ago as a result of practices by Native
American tribes.
a. experiential 189. C: QN=6 When people are differentiated in terms of their
b. habitual aesthetic and intellectual preferences, a ________ concept is
c. low-involvement being applied.
d. standard learning
184. C: QN=6 What is the first step in the standard learning theory a. cultural code designation
hierarchy approach (e.g., one where attitudes are based on b. social cluster
cognitive processing information)? c. taste culture
d. reference code
a. affinity 190. C: QN=7 A Rolls-Royce, a Cartier diamond, and an Andy
b. intentions Warhol painting are all items bought and displayed as
c. cognition markers of social class. These products are ________.
d. behavior
185. C: QN=2 Age, education, income, occupation, family size, and a. social inhibitors
stage in the life cycle are all illustrations of which of the b. social parameters
following lifestyle dimensions? c. status symbols
d. psychological blocks
a. Activities 191. C: QN= 13 According to the class structure outlined in the text,
b. Interests most medical doctors and university professors would be
c. Demographics in the ________ class.
d. Opinions
186. C: QN=1 One important system of marketing psychographic a. upper-upper
measures is AIOs. What do AIOs measure? b. working
c. upper-middle
a. Agreeableness d. middle
b. Activities 192. C: QN=16 Mr. Patterson is 59-years-old. His annual household
c. Activities income is $500,000. He has been married to the same
d. Age woman most of his adult life. He doesn't spend much on
187. C: QN=2 Which of the following questions would be LEAST clothing. According to research, how is Mr. Patterson
likely to appear on a questionnaire designed to determine different from the typical American millionaire?
consumer confidence?
a. He is older.
a. "Would you say that you and your family are better off or b. He has a long-standing marriage.
worse off financially than a year ago?" c. His household income is greater.
b. "Will you be better off or worse off a year from now?" d. He doesn't spend as much on clothing.
c. "Are you happy with your wife (husband)?" 193. C: QN= 11 The way a culture arranges values in order of
d. "Do you plan to buy a car in the next year?" importance is referred to as ________.

a. differential values
b. an acculturated importance set
c. a value system
d. enculturation
194. C: QN= 13 Jake feels a hunger growing in his stomach. The 200. C: QN= 13 Jeff is tired of the numerous breakdowns and
more he feels the hunger, the more he wishes lunchtime peeling paint on his old car. When Jeff begins to actively think
would hurry and arrive. He is already planning what he will about his car in this way, which of the following consumer
eat and how good it will taste. Which of the decision-making process steps is Jeff going
following processes most accurately identifies what Jake is through?
feeling?
a. information search
a. the goal process b. evaluation of alternatives
b. the directionality process c. problem recognition
c. the motivation process d. product choice
d. the involvement process 201. C: QN=1 The first stage in the consumer decision-making
195. C: QN=1 An age ________ consists of people of similar ages who process is ________.
have undergone similar experiences.
a. information search
a. sect b. evaluation of alternatives
b. file c. problem recognition
c. cohort d. product choice
d. conjoint 202. C: QN= 14 Mona feels that she is moderately knowledgeable
196. C: QN=17 ________ refers to a strategy in which a message about foreign films. He
compares two or more specifically named or recognizably almost nothing about these films, while her other friend Wanda
presented brands and compares them in terms of one or more has just f
specific attributes. the highest grade in the class. Of the three friends, who is most
likely to s
a. Cognitive differentiation new foreign film being shown on campus before deciding to
b. Emotional appeal see the film?
c. Comparative advertising
d. Conclusion advertising a. A. Wanda
197. C: QN=9 ________ is the process by which the consumer surveys b. Kim
his or her environment for appropriate data to make a c. Mona
reasonable decision. d. Both Mona and Kim will seek more information than Wanda.
203. c: QN=6 People across all cultures appear to favor physical
a. Problem recognition features that are associated with ________.
b. Evaluation of alternatives
c. Information search a. intellect
d. Product choice b. wealth
198. C: QN=21 A politician attempts to gain support for her for c. youth and good health
mayor by releasing a poll showing that almost 70 percent of d. confidence
the city's voters support her position on property taxes. What 204. c: QN=5 Which of the following is NOT one of the four levels
basic psychological principle is the politician of the extended self?
using to persuade voters that she should be the next mayor?
a. family level
a. consistency b. community level
b. authority c. social level
c. consensus d. individual level
d. liking 205. c: QN=7 When Jane shops, she must feel the fabric of any
199. C: QN= 11 A consumer is most likely to engage in ________ when potential clothing buy before she even bothers to see what
she is in a good mood or when she is uninvolved in the design is. She has a high need to touch. Which sense
other activities. system is important to Jane in her clothing shopping?

a. inertia a. visual
b. extended problem solving b. basic orientation
c. variety seeking c. haptic
d. mental accounting d. liminal
206. c: QN=5 Some color combinations come to be so strongly 212. c: QN=6 Which of the following is generally true about Asian
associated with a corporation that they become known as the Americans?
company's ________.
a. position a. They tend to be very brand loyal.
b. icon b. They are not attracted to products that express material
c. trade dress status.
d. schema c. They are one of the least brand-loyal of all American
207. c: QN=4 The ideal self is a person's conception of how she subcultures.
________. d. They are less likely than the average American to buy high-
tech gadgets.
a. adapts to play different roles 213. c: QN=6 Classical conditioning takes place when a ________ is
b. imagines others to think of her continuously matched with a ________.
c. would like to be
d. realistically thinks she is a. conditioned stimulus; conditioned response
208. c: QN=10 Within groups, informal rules of behavior are called b. unconditioned response; conditioned response
________. c. conditioned stimulus; unconditioned stimulus
d. unconditioned stimulus; unconditioned response
a. beliefs 214. c: QN=2 The process by which people select, organize, and
b. values interpret sensory information is called ________.
c. norms
d. interpersonal dynamics a. reception
209. c: QN=23 Many marketers use "the good old days" as a b. awareness
common theme in promotional messages. This is a strategy of c. perception
focusing on ________. d. sensation
215. c: QN=8 A group composed of people that the consumer
a. retro-interference actually knows is called a(n) ________ reference group.
b. the halo effect
c. nostalgia a. aspirational
d. memory spikes b. tribal
210. c: QN=1 A ________ is defined by a group of people who share an c. membership
identity based on certain activities or art forms. d. group
216. c: QN=2 Which of the following is considered a postpurchase
a. culture process?
b. subculture
c. microculture a. the shopping experience
d. clique b. mood
211. c: QN=4 Susan loves showing homes to new buyers. She is c. consumer satisfaction
good at what she does, and she can always show a home in d. shopping orientation
its best light. Recently, Susan has been getting more and more 217. c: QN=27 A common practice among advertisers is to create
Asian-American buyers. She has found that she new relationships between objects and interpretants by
has had to take some time to study ________, which controls the inventing new connections between products and benefits. A
flow of positive energy through a home and classic example of this was equating Marlboro
brings good luck, if she is to be successful with these buyers. cigarettes with the American frontier spirit. Which of the
following terms best describes this practice?
a. bio-light
b. transactional flow a. subliminal persuasion
c. feng shui b. figure ground projection
d. song ki c. semiotic relationships
d. consumer-modeling connections
218. c: QN=3 Which of the following is an unpleasant 225. c: QN=2 Much learning takes effort and time, but some
psychological state? learning is so casual as to be unintentional. This type of
learning is referred to as ________ learning.
a. density
b. arousal a. stage one
c. crowding b. subliminal
d. expectancy c. incidental
219. c: 1) Culture is best described as society's ________. d. evoked
a. attitude 226. c: QN=21 According to the information processing-approach
b. consciousness to studying the memory process, information enters in a
c. personality way the system will recognize in the ________ stage.
d. feelings
220. c: 4) Which functional area of culture is most closely related a. storage
to the idea of a common worldview? b. retrieval
a) ecology c. encoding
b) social structure d. decoding
c) ideology 227. c: QN=12 The minimum difference that can be detected
d) socio-psychology between two stimuli is known as the ________.
221. c: 5) Although every culture is different, several dimensions
appear to account for much of the variability among a. "bare" minimum
different cultures. Which of the following is NOT among those b. gradual differentiation
dimensions? c. j.n.d. (just noticeable difference)
a) power distance d. graded difference
b) uncertainty avoidance 228. c: QN= 11 If at least one person lives at an address, this person
c) general psychology and any other occupants of the address are considered to
d) masculinity/femininity be a(n) ________.
222. c: QN=28 What is the primary purpose of a perceptual map?
a. extended family
a. The map outlines how the product process functions. b. nuclear family
b. Perceptual maps diagram the differences between the sense c. household
systems. d. mixed dwelling
c. Perceptual maps outline where a product stands in 229. c: QN=22 Every time Sue Samuels comes in from a long
comparison to competitors in the minds of consumers. selling trip, she always makes sure to give reports to all her
d. The map shows the threshold values of various retail stimuli. colleagues on knowledge she has gained and experiences she
223. c: 7) A story containing symbolic elements that express the had while on the road. She has found that her
shared emotions and ideals of a culture is called a "information tips" are a great way to set the stage for decision-
________. making that she would like to go her way.
a) legend Based on her actions, what role is Sue playing in her
b) ritual organization?
c) myth
d) folklore tale a. initiator
b. gatekeeper
224. c: 8) Which of the following statements best describes a
c. influencer
myth?
d. user
a) A myth is a fiction that large numbers of people in a culture
believe to be true. 230. c: QN=17 What type of learning theory emphasizes that
b) A myth is a story that people enjoy because it separates people are problem solvers who actively use information from
those in the know from those who are not culturally aware. the world around them to master their environment?
c) A myth is a story containing shared cultural symbolic
meaning. The story may literally be true or false,but it conveys a. instrumental conditioning
some cultural truth. b. classical conditioning
d) A myth is an old story that has existed for so long that c. cognitive learning
everyone in a culture can relate to it through shared memories. d. operant conditioning
231. c: QN=8 Stimulus generalization refers to ________. 237. c: QN=10 According to the theory of classical conditioning,
________ should be encouraged when marketing an old,
a. the tendency for stimuli to be similar in nature established product.
b. the fact that most conditioned stimuli are similar to
unconditioned stimuli a. stimulus generalization
c. the tendency of stimuli similar to a conditioned stimulus b. look-alike packaging
(CS) to evoke similar, conditioned responses c. stimulus discrimination
d. the tendency for extinction to occur when an unconditioned d. extinction
stimulus does not follow a stimulus similar to a conditioned 238. c: QN= 13 In instrumental conditioning, what is the distinction
stimulus between negative reinforcement and punishment?
232. c: QN=22 Which of the following refers to the meanings we
assign to sensory stimuli? a. There is no difference. They are two words for the same
thing.
a. schema b. Negative reinforcement can occur when a stimulus is
b. semiotics positive, and punishment occurs when a stimulus is painful.
c. interpretation c. Negative reinforcement occurs when a negative outcome is
d. perception avoided, while punishment is a negative outcome in response
233. c: QN= 13 What is the popular title given to couples who have to an action.
double incomes and have no kids? d. Negative reinforcement creates a preference for negative
results, while punishment teaches people to avoid negative
a. boom-babies results.
b. fastlaners 239. c: QN=20 According to the ________ factor leading to adaptation,
c. DINKS simple stimuli habituate because they do not require
d. MUPPIES attention to detail.
234. c: QN=21 Michelle Roberts has a tough job at PJK Tile. She has
to examine information from vendors and decide which a. exposure
of these vendors (and their proposals) should be presented to b. vigilance
her company's purchasing group. No one at PJK c. discrimination
Tile sees more information on vendors than Michelle. Which of d. relevance
the following roles does Michelle fulfill for 240. D: QN=2 When a need is aroused that the consumer wishes to
PJK Tile? satisfy, the ________ process has been activated.

a. initiator a. goals
b. influencer b. need
c. gatekeeper c. desire
d. buyer d. motivation
235. c: QN= 15 ________ occurs when a stimulus is below the level of 241. D: QN=3 In the motivation process, the desired end state is the
an individual's awareness. consumer's ________.

a. Absolute threshold a. drive

b. Differential threshold b. need state
c. Subliminal perception c. benefit
d. Perceptual selection d. goal
236. c: QN=23 Pam Henry is a purchasing agent for MicroTel. Each 242. D: QN=6 Which of the following IS NOT a biogenic need?
Tuesday she places an order for ten boxes of photocopier
paper with her supplier, but each week the size and quality of a. the need for food
the paper is different due to shifting consumer b. the need for shelter
demands. In this example, Pam is participating in which of the c. the need for water
following buying situations? d. the need for achievement

a. new task
b. straight rebuy
c. modified rebuy
d. innovative rebuy
243. D: QN=10 A ________ is a belief that some condition is preferable 248. D: QN= 15 An automobile company emphasizes such qualities
to its opposite. as high miles per gallon of gasoline, an excellent rating in
safety, and high resale value of its product in its advertising.
a. need The company is trying to appeal to which of the
b. want following consumer needs?
c. goal
d. value a. psychogenic needs
244. D: QN=12 The process of learning the beliefs and behaviors b. biogenic needs
endorsed by one's own culture is called ________. c. hedonic needs
d. utilitarian needs
a. acculturation 249. D: QN=10 A researcher interested in studying how consumer
b. accumulation preferences spread throughout a social group most likely
c. change management has the disciplinary focus of ________.
d. enculturation
245. D: QN= 13 What does the sleeper effect suggest about source a. experimental psychology
credibility? b. semiotics
c. history
a. If a receiver is not paying attention, a message cannot be d. sociology
effective. 250. D: QN=5 ccording to the basic ABC model of attitudes, ________
b. Many people can learn the important parts of a message refers to the beliefs a consumer has about an attitude object.
even when asleep.
c. The effectiveness of a message will increase over time. a. affect
d. The effectiveness of positive sources over negative sources b. behavior
can be erased over time. c. affinity
246. D: QN= 14 A beverage company has just developed a new d. cognition
sport drink. The company's promotion recognizes that people 251. D: QN=8 ________, or perceived personal relevance, probably
get thirsty when they exercise. The company's ads, therefore, explains why one student wants the newest version of
attempt to create a(n) ________ for their new Apple's iPhone and another student does not.
product.
a. Goal formulation
a. drive b. Asset appreciation
b. hedonic goal c. Needs appreciation
c. expectancy d. Involvement
d. want 252. D: QN= 11 Which of the following is NOT a reason that
247. D: QN=8 Which of the following best explains why marketers marketers have failed to use social class information as
view teens as "consumers-in-training"? effectively as they could?

a. Teenagers have little influence on their families' purchase a. They have ignored status inconsistency.
decisions, but they carefully watch and model the consumer b. They have ignored intergenerational mobility.
behavior of their parents. c. They have ignored consumers' aspirations to change their
b. Marketers typically do not begin targeting consumers until class standing.
they are teenagers. d. They have ignored the impact of technology on social class.
c. Teenagers have little discretionary income, so they have few
opportunities to make independent purchase decisions.
d. Teenagers often develop brand loyalty during their
adolescence, committing to a brand and continuing to
purchase it for decades to come.
253. D: QN=12 Sixteen-year-old Michael wanted a car. One evening 257. D: QN= 15 Stephanie's parents are considered to be blue collar;
while his father was paying bills, Michael looked over however, her dad owns a construction company and
his father's shoulder and saw how much money had been performs mostly white-collar duties. Her mother runs an office
placed in the checking account. He whistled. "I cleaning company from their home. The
thought you said that you didn't have enough money to buy couple earns about $90,000 a year and is able to send
me a used car. In just one month you could buy Stephanie and her two sisters to the state university close
me the car I want." Michael's father then gave him a lecture on to their hometown. Based on this description, which of the
the differences between income and what was following contemporary views of the American
left over after money was spent on utilities, mortgages, class structure best describe Stephanie's family?
insurance premiums, and food. "Total income," his
father said, "is not the same as ________ income, the source from a. Upper-Upper
which your unnecessary car would have to b. Lower-Upper
come." c. Lower-Lower
d. Middle Class
a. wealth 258. D: QN=12 The alternatives actively considered during a
b. managed consumer's choice process are his or her ________ set.
c. perpetual
d. discretionary a. inert
254. D: QN=8 Social class has been difficult to measure; therefore, b. evoked
many researchers simply ask respondents to identify the c. evaluative
social classes of different individuals. This is referred to as the d. consideration
________ method of measuring social class. 259. d: QN=4 Business-to-business marketing often involves more
of an emphasis on personal selling than on advertising or
a. second-person other forms of promotion. Which of the following is the chief
b. class-subjective reason for this emphasis?
c. third-order
d. reputation a. Personal selling is more cost-efficient than advertising.
255. D: QN=7 ________ occurs whenever the consumer sees a b. Personal selling is more time-efficient than advertising.
significant difference between his or her current state of affairs c. Organizational buyers do not respond to advertising or
and some desired or ideal state. promotions.
d. Organizational buyers typically require more face-to-face
a. Information search contact with sellers than end consumers do.
b. Evaluation of alternatives 260. d: QN= 13 A(n) ________ is a marketing intermediary retained by a
c. Evaluation of the evoked set consumer to guide what that consumer buys.
d. Problem recognition
256. D: QN=1 (n) ________ is a lasting, general evaluation of people a. market maven
(including oneself), objects, advertisements, or issues. b. opinion leader
c. mass media specialist
a. principle d. surrogate consumer
b. belief 261. d: QN= 14 ocial networking is an integral part of what many
c. personality trait call ________, which is like the Internet on steroids. The
d. attitude key change is the interactivity among producers and users.

a. the Jobber Station

b. the mega Web
c. the inner Web
d. Web 2.0
262. d: 3) All of the following are listed by the text as functional
areas of a cultural system EXCEPT for ________.
a) ecology
b) social structure
c) ideology
d) socio-psychology
263. d: QN=7 Arthur was asked to speak in front of a group of 269. d: QN=25 Tyler returned home after college to live with his
downtown business people during the noon hour. He parents. This was to be a temporary arrangement; however,
noticed that as he spoke, one person appeared to be napping days became months and months became three years. Tyler's
and another frowned during the entire dad wonders if he will ever move out and get
presentation. "I'm not going to do that again," Arthur promised his own apartment. Tyler is part of an increasing trend called
himself. "I am not a good public speaker!" ________.
Which of the following terms best reflects Arthur's perception
of himself and his ability as a speaker? a. drop-out kids
b. DINKS
a. multiple selves c. failure "Xers"
b. ideal self d. boomerang kids
c. actual self 270. d: QN=20 A child's stage of ________ reflects his ability to
d. looking-glass self comprehend concepts of increasing complexity.
264. d: QN=2 Reference groups influence us in three ways. These
ways include informational, utilitarian, and ________ a. sex-role socialization
dimensions. b. consumer socialization
c. role differentiation
a. reputational d. cognitive development
b. descriptive 271. d: QN=24 Frank is sitting in his Psychology 101 class listening
c. knowledge to his professor attempt to explain the "black box" process
d. value-expressive and its connection with learning. He suddenly smells the
265. d: QN=2 ________ buyers are people who purchase goods and aroma of fresh cinnamon rolls and his mouth begins
services on behalf of companies for use in the process of to water. He looks around and sees a student in the last row
manufacturing, distribution, or resale. bite into a big, juicy roll. "I wish I were sitting
next to him," Frank thinks, "because I know I could steal a bite."
a. Individual What Frank just went through in class was
b. Consumer similar to the "black box" process being described by his
c. Global professor. This process is most closely associated
d. Organizational with which of the following learning methods?
266. d: QN=10 When a stimulus comes within the range of
someone's sensory receptors ________ occurs. a. incidental learning
a. vibration b. Gestalt learning
b. retention c. cognitive learning
c. subliminal suggestion d. behavioral learning
d. exposure 272. d: QN=6 When a gas station blows "fresh coffee smell" around
267. d: QN= 14 What mechanism is used when a consumer learns to the gas pumps to tempt customers to come inside for a cup,
perform responses that produce positive outcomes? the gas station is using a form of ________ marketing to influence
customers.
a. extinction
b. punishment a. one-on-one
c. negative reinforcement b. subliminal
d. positive reinforcement c. differentiated
d. sensory
268. d: QN=24 Wang Lin lives with his parents and siblings, as well
as his grandparents and one uncle. Wang Lin lives with 273. d: QN=9 The ________ refers to the tendency people have to react
what is called a(n) ________ family. to stimuli similar to an original stimulus in a classical
conditioning situation in much the same way they responded
a. nontraditional to the original stimulus.
b. universal
c. nuclear a. masking illusion
d. extended b. competitive blurring
c. cueing effect
d. halo effect
274. d: QN=16 The popular marketing technique known as ________ 279. d: QN=26 Claudia Norman was a marketing consultant. She
marketing applies the principles of instrumental recommended that brand equity for a new environmentally-
conditioning by reinforcing regular purchases; consumers are friendly product could be established by giving her initial
given rewards with values that increase along with the amount customers free memberships in
purchased. the Green Peace organization. Claudia used which of the
following in her recommendation?
a. rebate
b. discount a. promotional conditioning
c. reward b. emotional learning
d. frequency c. classical conditioning
275. d: QN=18 If a couple follows the synoptic ideal in decision- d. instrumental conditioning
making, the couple ________. 280. d: QN=8 Many companies are finding that it's both cost
efficient and productive to call on outsiders from around the
a. acts as independent purchasing agents serving each world to solve problems their own researchers can't handle.
person's individual needs The Internet provides a great mechanism for
b. acts independently but with a common goal in place assembling the solutions. A new term to describe this form of
c. argues about decisions, but eventually reaches some form outsourcing is ________.
of majority view
d. makes joint decisions with a common purpose a. netsourcing
276. d: QN=6 In many organizations, more complex organizational b. B2B sourcing
decisions tend to be made by a(n) ________ in which c. problem sourcing
different individuals play different roles in the decision-making d. crowdsourcing
process. 281. d: QN=1 The immediate response by our eyes, nose, mouth or
fingers to such basic stimuli as light, color, sound, odor
a. value chain and texture is called ________.
b. purchasing network
c. information blog a. reception
d. buying center b. awareness
277. d: QN=1 According to the consumer behavior model presented c. perception
in the text, the ________ includes the shopping d. sensation
experience, point-of-purchase stimuli, and sales interactions. 282. d: QN=9 A good definition of an extended family unit is ________
living together.
a. antecedent state
b. postpurchase process a. one parent and at least one child
c. cognitive process b. two parents and at least one child
d. purchase environment c. two generations of a family plus one renter
278. d: QN=7 If a conditioned stimulus is only occasionally d. three generations of a family
matched with an unconditioned stimulus, the association 283. d: QN=3 The ________ summarizes the beliefs a person holds
between the two will become weakened. This is called ________. about his own attributes and how he evaluates the self on
these qualities.
a. unlearning
b. interference a. actual self
c. the spacing effect b. extended self
d. extinction c. self-image
d. self-concept
284. d: QN=18 Kimberly has been contacted eight times in the last week by a pushy telemarketer. She made the mistake of
showing some interest in the product being sold and has not had much luck in getting rid of the caller. Which
of the following forms of power is being exercised by the telemarketer?

a. expert power
b. referent power
c. reward power
d. coercive power
285. d: QN=3 Demographically, which of the following are the two most important characteristics of the Hispanic American
market?

a. It is a mature group with money to spend.

b. It is a young group that has stabilized its growth rate in recent years.
c. It is a young group that is now almost totally bilingual.
d. It is a young group and the Hispanic family tends to be large in size
286. d: QN=2 In a ________ culture, members of the culture tend to be loosely knit and words carry most of the weight in
messages.

a. southern
b. high
c. northern
d. low
287. d: QN=1 ________ refers to a relatively permanent change in behavior that is caused by experience.

a. Adjustment
b. Shaping
c. Reinforcement
d. Learning