Archive for April 2017

For many years, Volkswagen has maintained fairly consistent styling for its vehicles, especially its vans. This led to the campaign slogan "Still ugly after all these years," which attempts to increase the importance of a tradition in a humorous way. This is best thought of as an example of an attitude-change strategy to

For many years, Volkswagen has maintained fairly consistent styling for its vehicles, especially its vans. This led to the campaign slogan "Still ugly after all these years," which attempts to increase the importance of a tradition in a humorous way. This is best thought of as an example of an attitude-change strategy to 



A. Make attitudes toward the object more important than subjective norms.
B. Change beliefs.
C. Add a new belief.
D. Change evaluations.






Answer: D

David was very involved with watching the World Series, therefore when an ad for the Toyota Camry aired during the game, that likely _________________ to the ad.

David was very involved with watching the World Series, therefore when an ad for the Toyota Camry aired during the game, that likely _________________ to the ad. 




A. Generated fewer cognitive responses
B. Generated more counterarguments and fewer support arguments
C. Generated more support arguments and counterarguments
D. Generated more support arguments and fewer counterarguments.





Answer: D

Which statement about consumers' mood and retrieval is not true?

Which statement about consumers' mood and retrieval is not true? 




A. Consumers in a bad mood have better recall of stimuli than those in a good mood.
B. Consumers in a good mood have better recall of stimuli than those in a bad mood.
C. Consumers in a good mood are more likely to retrieve positive memories.
D. Consumers in a bad mood are more likely to retrieve negative memories.






Answer: A

A chunk is a

A chunk is a 



A. Group of items that can be processed as a unit.
B. Part of memory that cannot be processed.
C. Part of memory that can only be processed emotionally.
D. Part of memory that can only be processed cognitively.





Answer: A

Baby boomers are currently reacting positively to products that were popular during their childhood such as Keds and Ovaltine. This is most likely an example of marketers

Baby boomers are currently reacting positively to products that were popular during their childhood such as Keds and Ovaltine. This is most likely an example of marketers 



A. Making persuasive arguments to revive the purchase of certain brands.
B. Strengthening brand images through discursive processing.
C. Cleverly utilizing sensory memory to change the affect for products.
D. Utilizing autobiographical memory by stimulating feelings of nostalgia.





Answer: D

A perceptual map targeting traveling American students in Europe by large cities here might best display a price scale on the horizontal axis (low to high) and a _______________ on the vertical axis.

A perceptual map targeting traveling American students in Europe by large cities here might best display a price scale on the horizontal axis (low to high) and a _______________ on the vertical axis.



A. Distance from Rome (near to far)
B. Nightlife <-> cultural heritage
C. Natural beauty <-> manmade beauty





Answer: A

Exposure to commercials is greatest when they are placed

Exposure to commercials is greatest when they are placed 




A. Right in the middle of a commercial break.
B. At the end of the morning or the early afternoon.
C. Before 7:00 a.m. or after 10:00 p.m. due to the lack of clutter.
D. At the beginning or end of a commercial break.





Answer: D

The lean cuisine exhibit likely targets:

The lean cuisine exhibit likely targets:




A. College educated single working women
B. High school graduated, married housewives
C. High school graduated single non working women
D. All of the above





Answer: A

Which is not an approaches to studying personality?

Which is not an approaches to studying personality?





A. Psychoanalytic
B. Trait
C. Phenomenological
D. Social-psychology theories
E. All represent approaches to studying personality.




Answer: E

Perhaps because Americans are working more, they tend to ________. As a result, they will pay for housecleaning and errand services to free up non-work time.

Perhaps because Americans are working more, they tend to ________. As a result, they will pay for housecleaning and errand services to free up non-work time. 




A. Value money more than leisure time
B. Place more value on household work
C. Value leisure time as much as they value money
D. Be willing to put more time in at work to earn more money



Answer: C

Some groups of consumers like diet cakes and other groups of consumers like rich, decadent cakes and cookies. This is best thought of as an example of using consumers' needs, values, and goals to

Some groups of consumers like diet cakes and other groups of consumers like rich, decadent cakes and cookies. This is best thought of as an example of using consumers' needs, values, and goals to 




A. Create new needs.
B. Create new beliefs.
C. Heighten emotional awareness.
D. Segment the market.





Answer: D

To Ted, avocados were personally relevant. He had grown up near an avocado farm and his family had always been involved in avocados. Avocados and guacamole were a part of how he saw himself. In other words, they were a part of his

To Ted, avocados were personally relevant. He had grown up near an avocado farm and his family had always been involved in avocados. Avocados and guacamole were a part of how he saw himself. In other words, they were a part of his 




A. Personal involvement.
B. Consumer values.
C. Consumer beliefs.
D. Self-concept.




Answer: D

When she was a teenager, Carol owned a 1972 Ford Pinto. Therefore when a magazine article in 1973 claimed that the car was unsafe and could explode on impact if it was in an accident, Carol was motivated to pay attention to the article because of the information's

When she was a teenager, Carol owned a 1972 Ford Pinto. Therefore when a magazine article in 1973 claimed that the car was unsafe and could explode on impact if it was in an accident, Carol was motivated to pay attention to the article because of the information's 





A. Perceived social risk
B. Congruence with her values.
C. Approach-approach needs conflict.
D. Personal relevance.





Answer: D

Chris wants to buy a new car. He saw a commercial for Honda and has decided that he would like to test-drive a Honda Accord. He is probably motivated by the commercial because the information was

Chris wants to buy a new car. He saw a commercial for Honda and has decided that he would like to test-drive a Honda Accord. He is probably motivated by the commercial because the information was 



A. Presented in a humorous way.
B. Risky.
C. Personally relevant.
D. Moderately inconsistent with his prior attitudes about Honda.






Answer: C

After Ned bought an IBM desktop computer, he felt uneasy and sought out information from magazines and friends that was favorable to IBM and unfavorable to Compaq or Apple. Ned was probably trying to:

After Ned bought an IBM desktop computer, he felt uneasy and sought out information from magazines and friends that was favorable to IBM and unfavorable to Compaq or Apple. Ned was probably trying to:



A. Increase brand awareness for IBM.
B. Reduce dissonance.
C. Decrease brand awareness for the other brands.
D. Increase brand knowledge for that product category.





Answer: B

Sixty three percent of discount store shoppers and 39% of department store shoppers make unplanned, impulse purchase. Of the 39% unplanned department store purchases, 87% are below $20, and of these people, 90% live within 2 miles. This tells you that:

Sixty three percent of discount store shoppers and 39% of department store shoppers make unplanned, impulse purchase. Of the 39% unplanned department store purchases, 87% are below $20, and of these people, 90% live within 2 miles. This tells you that:



A. Unplanned department store purchases are for low priced convenient items.
B. Unplanned department store purchases are for high priced, high involvement items.
C. Unplanned department store purchases are for low priced items bought infrequently.




Answer: A

With low involvement decision, marketers can use:

With low involvement decision, marketers can use:




A. More sensory cues to encourage unplanned purchase behavior
B. Operant condition techniques to reinforce past behaviors.
C. Highly detailed product information
D. A and B





Answer: D

Every three weeks Coca Cola products go on sale at 30% off the regular price. How is this likely to affect consumers' perceptions?

Every three weeks Coca Cola products go on sale at 30% off the regular price. How is this likely to affect consumers' perceptions? 




A. They will infer that Coca Cola is inferior to Pepsi.
B. They will infer that Coca Cola is a superior brand to store brands.
C. They will begin to believe that the sale price is the regular price and not buy Coca Cola unless it is on sale.
D. They will consider brand switching.





Answer: C

What is the best way to attract the brand loyal customers of a competing brand?

What is the best way to attract the brand loyal customers of a competing brand?




A. Discount coupons
B. Special promotions such as contests and sweepstakes
C. A frequency program where every 12th item purchased is free
D. It is usually better to avoid marketing to these consumers as they are already strongly committed to the competitor's brand.





Answer: D

Price-related tactics are more likely to be employed when there are

Price-related tactics are more likely to be employed when there are 




A. Big differences in quality between brands and a weak price-quality relationship.
B. Strongly established brand images.
C. Few perceived differences among brands.
D. A few brands with strong brand loyalty established among consumers.




Answer: C

In one study, eye-catching displays increased sales of frozen dinners by 245 percent, laundry detergent by 207 percent, and salty snacks by 172 percent. This is best thought of as an example of marketers attempting to

In one study, eye-catching displays increased sales of frozen dinners by 245 percent, laundry detergent by 207 percent, and salty snacks by 172 percent. This is best thought of as an example of marketers attempting to 




A. Shape buyers' habits.
B. Capture the habitual buyer's attention.
C. Reinforce purchasing behavior.
D. Punish incorrect purchasing behavior.





Answer: B

A free sample generates a trial use of a brand. A high-value coupon might be included with the sample to induce the consumer to purchase the product. Then, a series of lower-value coupons are used to promote further repurchase. When the coupons are withdrawn, marketers hope that the consumer will purchase by habit. This is an example of

A free sample generates a trial use of a brand. A high-value coupon might be included with the sample to induce the consumer to purchase the product. Then, a series of lower-value coupons are used to promote further repurchase. When the coupons are withdrawn, marketers hope that the consumer will purchase by habit. This is an example of 




A. Reinforcement.
B. Punishment.
C. Risk aversion.
D. Shaping.






Answer: D

If a consumer buys Liquid Tide and is impressed by its ability to clean clothes, he will be more likely to buy it again. This is best thought of as an example of the nature of ________ obtained from former actions.

If a consumer buys Liquid Tide and is impressed by its ability to clean clothes, he will be more likely to buy it again. This is best thought of as an example of the nature of ________ obtained from former actions. 





A. Physiological response
B. Cognitive dissonance
C. Retrieval
D. Reinforcement





Answer: D

Reccia is in an elegant restaurant with a group of female friends. Each of her friends orders a low-fat fish entrée and a small salad. Reccia orders a large steak and French onion soup. Which individual-group goal is Reccia achieving?

Reccia is in an elegant restaurant with a group of female friends. Each of her friends orders a low-fat fish entrée and a small salad. Reccia orders a large steak and French onion soup. Which individual-group goal is Reccia achieving? 



A. Self preservation
B. Minimizing regret
C. Information gathering





Answer: A

Nancy wants to make a decision about a new car quickly. She first scores the different attributes (size, seating, color, etc.) on a 1-10 scale then purchases the model with the highest score. This is an example of a ___________ model.

Nancy wants to make a decision about a new car quickly. She first scores the different attributes (size, seating, color, etc.) on a 1-10 scale then purchases the model with the highest score. This is an example of a ___________ model. 



A. Disjunctive
B. Conjunctive
C. Multiattribute
D. Compensatory





Answer: B

Which is not a motives for purchase?

Which is not a motives for purchase? 



A. Optimize satisfaction
B. Prevent future problems
C. Escape from problem
D. Create conflict






Answer: D

Thirty years ago, consumers did not think much about the performance of their athletic shoes. Today we are continually bombarded with newer and better products that will make us run faster and jump higher. This can best be thought of as an example of marketers:

Thirty years ago, consumers did not think much about the performance of their athletic shoes. Today we are continually bombarded with newer and better products that will make us run faster and jump higher. This can best be thought of as an example of marketers:




A. Creating a new actual state.
B. Creating a new ideal state.
C. Creating dissatisfaction with the actual state.
D. Attaching new associations to a schema.





Answer: B

The greater the discrepancy between the ideal state and the actual state, the:

The greater the discrepancy between the ideal state and the actual state, the:




A. Lower the recall for marketing communications.
B. Higher the ability to process information about the product.
C. Lower the number of support arguments to marketing communications about the ideal state.
D. More likely the consumer is to act.





Answer: D

In marketing, positioning refers to

In marketing, positioning refers to 



A. Where the brand is placed on the stores' shelves.
B. How the consumer perceives the brand in relation to the competition.
C. Where to place marketing communications for a brand so it capture the consumer's attention.
D. How to develop attractive packaging to entice consumers to try the brand.





Answer: B

Reference groups are a group of people

Reference groups are a group of people 



A. We go to when we want to increase our knowledge of social influence.
B. Who are experts to whom we can ask brand and product information.
C. Who are subcultural groups.
D. We compare ourselves to for information about ourselves.





Answer: D

Kimberly really wants to go on a hiking trip to Colorado. She has been climbing with her family for several years and now she is off from school for the summer. As an internal consumer process, this is an example of having

Kimberly really wants to go on a hiking trip to Colorado. She has been climbing with her family for several years and now she is off from school for the summer. As an internal consumer process, this is an example of having 




A. Motivation, ability, and opportunity.
B. Exposure, disposal, and memory.
C. Acquisition, usage, and disposal.
D. Perceptiveness, retention, and memory.





Answer: A

The Environmental Protection Agency's Energy Star program helps consumers

The Environmental Protection Agency's Energy Star program helps consumers




a.
choose energy efficient appliances.
b.
rate products based on their quality.
c.
by recommending environmentally friendly usage techniques for many products.
d.
by providing consumers with a list of household consumer products that are made with energy efficient manufacturing processes.
e.
by giving consumers awards for environmentally friendly activities.






Answer: A

Jergens lotion and Windex cleaners are attempting to be more environmentally conscious by

Jergens lotion and Windex cleaners are attempting to be more environmentally conscious by



a.
making packaging biodegradable.
b.
encouraging recycling of its packaging with consumer incentive programs.
c.
not using toxic chemicals in their products.
d.
reducing the amount of packaging for their products.
e.
making their containers refillable.





Answer: E

When consumers provide detailed purchasing information to a catalog company, the result can be a customized catalog for each consumer. Which of the following is not a benefit of this marketing practice?

When consumers provide detailed purchasing information to a catalog company, the result can be a customized catalog for each consumer. Which of the following is not a benefit of this marketing practice?




a.
It eliminates waste by allowing consumers to receive direct mail targeting them.
b.
It better matches offerings to consumers' needs.
c.
It keeps costs down so that savings may be passed to the consumer.
d.
It helps marketers more accurately identify products that can meet consumers' needs.
e.
It is an invasion of consumers' privacy.





Answer: D

Advertising has been accused of having a negative impact on the self-image of viewers. Specifically, it can

Advertising has been accused of having a negative impact on the self-image of viewers. Specifically, it can



a.
encourage impulse buying.
b.
make consumers buy cheaper sale items, thus lowering their self-image and their image in society in general.
c.
make consumers materialistic and dissatisfied with their appearance.
d.
encourage compulsive buying.
e.
discourage impulse buying, thus lowering self-esteem and self-image.






Answer: C

Materialism can make consumers

Materialism can make consumers




a.
less satisfied with their own personal accomplishments.
b.
more patriotic.
c.
less interested in advertising.
d.
more socially aware.
e.
more connected with others.





Answer: A

Models in advertising are often

Models in advertising are often



a.
encouraging illicit consumer behavior.
b.
encouraging compulsive consumption.
c.
older, more seasoned stars.
d.
idealized body images.
e.
porn stars as well, linking consumption with sex addiction.






Answer: D

The World Health Organization believes there is convincing evidence linking childhood obesity to

The World Health Organization believes there is convincing evidence linking childhood obesity to



a.
Sesame Street's Cookie Monster's behavior.
b.
Parents' bad eating habits.
c.
Product placement by fast food restaurants on Saturday morning television programs.
d.
Junk food advertising on television.
e.
Lack of exercise programs in grade schools







Answer: D

The FCC has ruled that advertising to children

The FCC has ruled that advertising to children



a.
must contain wording for at least ten seconds stating that it is advertising.
b.
must contain no more than 35 percent persuasive content so that less purchase pressure is placed on parents.
c.
must not contain characters for any movies that have come out within the past six months.
d.
must be limited to 12 minutes per hour on weekdays and 10.5 minutes per hour on weekends.
e.
must contain at least 60 percent nonverbal content to aid in understanding.







Answer: D

To address the problem of young children confusing program and ad content, both the FTC and FCC have recommended that

To address the problem of young children confusing program and ad content, both the FTC and FCC have recommended that



a.
ads contain wording saying that they are advertisements.
b.
ads on Saturday morning be less persuasive so that less purchase pressure is placed on parents.
c.
television stations use a separator between the program and the ad.
d.
ads on Saturday morning not contain characters from any recent movies.
e.
ads directed at young children not contain any serious informational content.







Answer: C

Advertising that appeals directly to younger children

Advertising that appeals directly to younger children




a.
can create family conflict.
b.
is usually considered educational.
c.
puts high pressure on adults to consume leisure goods from their youth.
d.
is usually not an important influence on family purchases.
e.
creates confusion about which products to purchase.







Answer: A

One main problem with advertising directed at children is that children

One main problem with advertising directed at children is that children



a.
do not watch television and are therefore not exposed to the ads.
b.
are not easily influenced, therefore advertising spending is wasted.
c.
may not be able to distinguish between programming and ads.
d.
are very skeptical and will not believe ads.
e.
have no influence in household decisions.







Answer: C

The use of Spuds MacKenzie ads (the spokesdog for Bud Lite) was banned in Ohio. There was concern that Budweiser was explicitly targeting young customers by

The use of Spuds MacKenzie ads (the spokesdog for Bud Lite) was banned in Ohio. There was concern that Budweiser was explicitly targeting young customers by




a.
broadcasting such ads on Saturday mornings.
b.
portraying advertising images that youths find relevant.
c.
mentioning the healthful attributes of such products.
d.
keeping the vocabulary simple.
e.
encouraging parents to purchase such products for their teenage children.





Answer: B

Despite programs developed to promote safe drinking, children are exposed to a lot of

Despite programs developed to promote safe drinking, children are exposed to a lot of




a.
X-rated movies that have foul language and drinking.
b.
sales and coupons that encourage impulse purchases of alcohol.
c.
violent crime in real life, which leads to drinking.
d.
high-pressure salespeople who encourage impulse purchases of alcohol.
e.
alcohol and tobacco advertising.





Answer: E

The vast majority of new recruits for the cigarette industry are

The vast majority of new recruits for the cigarette industry are



a.
preschool and elementary school students.
b.
middle-age individuals.
c.
young adults in their twenties.
d.
the elderly, who are vulnerable to cigarette advertising.
e.
adolescents.







Answer: E

Binge drinking is

Binge drinking is



a.
drinking and then quitting repeatedly several times.
b.
drinking without eating.
c.
eating without drinking, causing severe headaches.
d.
drinking more than five drinks in one sitting.
e.
worshipping the porcelain god.





Answer: D

Half of all junior and senior high school students

Half of all junior and senior high school students




a.
drink soft drinks compulsively.
b.
shoplift.
c.
have consumed alcohol.
d.
have committed some sort of felony.
e.
regularly commit credit card fraud.






Answer: C

Compulsive gambling is a special case of what is known as

Compulsive gambling is a special case of what is known as



a.
hyperconsumption.
b.
hyper acquisition.
c.
delusional behavior.
d.
black market dissonance.
e.
compulsive consumption.







Answer: E

At first, it all seemed innocent. Ted had two fresh cream-filled donuts each morning with a cup of hot coffee. Then he started to have the urge to do the same after lunch. With time, he had the uncontrollable urge to consume more than three dozen donuts a day. Ted's consumer behavior was

At first, it all seemed innocent. Ted had two fresh cream-filled donuts each morning with a cup of hot coffee. Then he started to have the urge to do the same after lunch. With time, he had the uncontrollable urge to consume more than three dozen donuts a day. Ted's consumer behavior was



a.
compulsive.
b.
fantasizing.
c.
rational.
d.
controllable and rational.
e.
fantasizing and rational.








Answer: A

Individuals can become addicted

Individuals can become addicted




a.
only to social evils such as gambling or addictive substances such as nicotine.
b.
only to harmful substances.
c.
only to harmful substances and to addictive substances.
d.
to many types of consumer behaviors.
e.
to very few products.







Answer: D

Addictive and compulsive consumption normally occurs because an individual

Addictive and compulsive consumption normally occurs because an individual




a.
has a great amount of savings that he or she wants to spend.
b.
wants a product but cannot acquire it through legitimate means.
c.
feels a great attachment to and dependence on a product or activity.
d.
has been exposed to too many marketing communications.
e.
has been exposed to too few marketing communications.






Answer: C

Addiction is an example of

Addiction is an example of




a.
deviant usage behavior.
b.
deviant disposition behavior.
c.
compulsive social misbehavior.
d.
antisocial consumption.
e.
black marketeering.





Answer: A


Black markets may develop and continue primarily because they

Black markets may develop and continue primarily because they




a.
are exciting.
b.
are heavily advertised in the mainstream media.
c.
have an efficient distribution system.
d.
carry a wide variety of goods with attractive packaging and feature displays.
e.
fulfill very basic human needs.





Answer: E

Some consumers buy blocks of tickets to popular sporting events, plays, and concerts and then sell the tickets later at exceptionally high prices. This is an example of a black market because of

Some consumers buy blocks of tickets to popular sporting events, plays, and concerts and then sell the tickets later at exceptionally high prices. This is an example of a black market because of



a.
illegal items that are too plentiful.
b.
addictive substances.
c.
legal items that are in short supply.
d.
illegal items that are in short supply.
e.
too few supply outlets.





Answer: C

Theft is a problem

Theft is a problem





a.
primarily for marketers.
b.
primarily for security companies.
c.
primarily for consumers.
d.
for advertisers and marketers.
e.
for consumers and marketers.





Answer: E

All of the following are reasons that could influence why some consumers rationalize theft except

All of the following are reasons that could influence why some consumers rationalize theft except




a.
a belief that the marketer "asked for it."
b.
strong marketer ties to the community, with more potential contacts with thieves.
c.
social influences on the consumer that encourage theft.
d.
when stores have a negative public image.
e.
when there are negative consumer attitudes toward businesses.






Answer: B

Ned regularly stuck a pack of gum or two into his pocket before leaving the supermarket. He did not think of this as shoplifting. The packs never added up to more than a dollar. Besides, he thought, the store was ripping customers off so why not get even. Ned was

Ned regularly stuck a pack of gum or two into his pocket before leaving the supermarket. He did not think of this as shoplifting. The packs never added up to more than a dollar. Besides, he thought, the store was ripping customers off so why not get even. Ned was




a.
rationalizing.
b.
thrill seeking.
c.
fantasizing.
d.
undergoing negative state relief.
e.
counting the risks and rewards so as to optimize his shoplifting behavior.







Answer: A

Mavis did not quite know why she shoplifted, but it excited her. She would stick small candy bars in her purse and switch price tags on expensive clothing. Mavis's shoplifting is probably caused by

Mavis did not quite know why she shoplifted, but it excited her. She would stick small candy bars in her purse and switch price tags on expensive clothing. Mavis's shoplifting is probably caused by



a.
a fantasy orientation.
b.
low self-esteem.
c.
the need for social contacts.
d.
low attention level.
e.
a thrill-seeking tendency.






Answer: E

Temptation is greater when consumers perceive that they can get away with something and that it is worth doing. Thus, consumers may assess both ____ and ____.

Temptation is greater when consumers perceive that they can get away with something and that it is worth doing. Thus, consumers may assess both ____ and ____.





a.
their negative state / the chance of relief from that negative state
b.
their feelings of low self-esteem / the level by which their self-esteem would rise
c.
perceived risks / the calculated opportunism of having the product or service
d.
their attention level / their retrieval of information about the product
e.
advertising for the product / their retrieval of information from advertising about the product




Answer: C
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