Multiple choice questions:
1. Which of the following is NOT a criterion used to classify groups?
membership
strength of social tie
number of members
type of contact
attraction
2. Angie is a teenager, living at home with her parents and two brothers. Even though she wants to venture out more on her own, her parents will not allow it, and she obeys their wishes. Her family represents a(n) _____ group.
primary group
secondary group
consumer group
restrictive group
intimate group
3. Amanda is in junior high and begged her mother to buy her a certain brand of athletic shoe that all the "cool" kids in school were wearing. She thought that if she had those shoes, she would be accepted as one of them. To Amanda, these other students in school that she wants to be associated with represent a(n) _____.
primary reference group
secondary reference group
dissociative reference group
aspiration reference group
attractive reference group
4. Clara had an unpleasant experience at a local restaurant at lunch one day. She went back to work and told all her coworkers about this experience, and many of them said they would never go back to that restaurant. Which type of communication is this an example of?
negative
two-step flow
multistep flow
word-of-mouth
indirect
5. The _____ flow of communication involves opinion leaders for a particular product area who actively seek relevant information from the mass media as well as other sources. These opinion leaders process this information and transmit their interpretations of it to some members of their groups, and these group members also receive information from the mass media and other members who are not opinion leaders as well.
direct
two-step
multistep
dispersion
inoculation
6. Several consumers rely on information they obtain from others they see as knowledgeable about a specific product they are interested in purchasing (i.e., opinion leaders) as well as information they learn from marketing communications (i.e., advertisements) and other people that are not experts in the product category. Which type of communication flow does this represent?
direct
two-step
multistep
rapid
efficient
7. Some individuals have information about many different kinds of products, places to shop, and other aspects of markets. They can be considered a special type of opinion leader and are known as _____.
product experts
shopping experts
personal shoppers
market mavens
market leaders
8. With respect to advertising, _____ opinion leadership can involve presenting the results of surveys showing that a high percentage of either knowledgeable individuals or typical users recommend the brand.
simulating
stimulating
parroting
modeling
faking
9. Adoption of which type of innovation requires relatively minor changes in behavior or changes in behaviors that are unimportant to the consumer?
continuous innovation
dynamically continuous innovation
discontinuous innovation
technological innovation
nontechnological innovation
10. Which factor affecting the spread of innovations refers to the consistency with the individual's and group's values or beliefs?
relative advantage
complexity
compatibility
observability
type of decision
11. The fact that all aspects of the perception process are extremely selective is referred to as _____.
perceptual selectivity
sensory screening
ego defenses
perceptual defenses
none of the above
12. Attention generally _____ across repeated exposures, and repetition often _____ recall.
increases; decreases
decreases; increases
remains constant; decreases
remains constant; increases
increases; increases
13. For a period of time, Energizer Batteries used mock commercials for seemingly boring, mundane products. A few seconds into the mock commercial, viewers heard the distinctive drumbeat of the Energizer Bunny before it marched across the screen. Several viewers said that when they heard the drums, they looked at and attended to the commercial because they liked the bunny. However, over time, viewers stopped paying attention to the commercial. What theory suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less?
Adaptation level theory
Dual-coding theory
Expectation theory
Wear-out theory
Over-exposure theory
14. Walker was gathering information on plasma and LCD TVs because he wanted to purchase one for his household. He bought several electronic product magazines, visited several electronics stores, searched the Internet, and paid attention to the ads in the newspaper to learn more about this product. However, he was confronted with so much information that he could not attend to all of it. In fact, he it got to the point that he would not attend to it and became frustrated. This is an example of _____.
information overload
information burnout
shopping burnout
giving up
consumer backlash
15. Which of the following is considered an individual factor affecting attention?
motivation
intensity
clutter
attractiveness
isolation
16. Which side of the brain is primarily responsible for verbal information, symbolic representation, sequential analysis, and the ability to be conscious and report what is happening?
right
left
front
back
top
17. Interpretation is generally a relative process rather than absolute, often referred to as _____.
perceptual lateralization
adaptation
perceptual defenses
selective perception
perceptual relativity
18. Skippy is a well-known brand of peanut butter that recently introduced a line of snack bars bearing the Skippy name. This is an example of _____.
co-branding
a brand extension
a brand inference
repetition
quality signals
19. Reasoned-action theory suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less.
True
False
20. Consumer motivation and ability are the major individual factors affecting attention.
True
False
21. How did Okamoto, head of Japan's Oita Prefecture Fisherman's Cooperative, hope to reposition mackerel (saba)?
as a premium brand of saba, identified by a weight and measure stamp on the fish
as the best net caught saba in the world
as premium seki saba, demanding up to $58 per fish
as the best source for daily fish oil consumption
as the poor man's sushi
22. Which of the following statements is FALSE regarding short-term memory (STM)?
STM is short-lived.
STM has limited capacity.
STM is a static structure.
Elaborative activities occur in STM
STM is also called working memory.
23. What are two important long-term memory structures?
primary and secondary
schema and scripts
semantic and conceptual
conceptual and imagery
iconic and vicarious
24. Brands in the schematic memory that come to mind (are recalled) for a specific problem or situation are known as the _____.
preferred set
evoked set
priority set
accessible set
primary set
25. The more often a response is reinforced, the more likely it will be repeated in the future as consumers learn that the response is associated with a positive outcome is the basic premise of which type of learning?
classical conditioning
operant conditioning
iconic learning
vicarious learning
reinforced learning
26. The process of encouraging partial responses leading to the final desired response is known as _____.
step learning
staging
stepping
shaping
modeling
27. Learning a concept or the association between two or more concepts in the absence of conditioning is known as _____.
operant learning
iconic rote learning
vicarious learning
modeling
analytical reasoning
28. When Honda introduced its Odyssey mini-van, its advertising merely claimed, "It's the Honda of mini-vans." This is an example of _____.
brand leverage
brand generalization
brand discrimination
brand substitute
brand complement
29. Level of involvement is the primary determinant of how material is learned.
True
False
30. Echoic memory is the memory of sounds, including words.
True
False
31. Which of the following is NOT used to classify McGuire's psychological motives?
Is the mode of motivation cognitive or affective?
Is the motive focused on preservation of the status quo or on growth?
Is this behavior actively initiated or in response to the environment?
Is the outcome of the behavior temporary or permanent?
Does this behavior help the individual achieve a new internal or a new external relationship to the environment?
32. The tendency of many consumers to discount claims made by sales people can be explained in part by _____.
contrast theory
assimilation theory
classical conditioning
attribution theory
none of the above
33. A consumer's tendency to initially react to a new product as though it were the same as similar existing products is most likely to be based on a need _____.
for modeling
for assertion
for consistency
to categorize
none of the above
34. Which of the following is true regarding consumers who are highly involved in a specific product category?
They are more likely to pay attention to relevant marketing messages.
They are more likely to engage in analytical reasoning to process and learn new information.
They are more likely to seek out information from numerous sources prior to a decision.
They are more likely to act as opinion leaders.
all of the above
35. Regulatory focus theory suggests that ____.
consumers will react differently depending on which broad set of motives is most inconspicuous
when prevention-focused motives are less salient, consumers seek to avoid negative outcomes.
when promotion-focused motives are less salient, consumers seek to gain positive outcomes.
consumers will react differently depending on which broad set of motives is most salient.
when promotion-focused motives are most salient, consumers are less eager and less risk-seeking decision makers.