1. A consumer could recognize a problem as either an opportunity or a need. How would promotions differ between those emphasizing opportunities and those emphasizing needs?
A. Promotions emphasizing needs should attempt to increase the consumer's ideal state, while promotions emphasizing opportunities should simply give locations where the products can be found for purchase.
B. Promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased.
C. Promotions emphasizing needs should increase the ideal state, while opportunity promotions should attempt to decrease the ideal state.
D. Promotions emphasizing needs should decrease the ideal state, while promotions emphasizing opportunities should provide buying locations
3. Of the following products, which one would typically carry high psychological risk for the average consumer?
A. a lawn mower
B. a kitchen blender
C. an expensive mink coat
D. a world cruise
4. When Jacob first thought of buying a new vehicle, he could name at least eight SUV models. His friend Emily could think of only four. Jacob spent several weeks researching SUVs and rejected five of the models. His evoked set is now smaller than Emily's. Why?
A. The evoked set contains only the products that can be remembered at any given time.
B. The evoked set is gender specific in that women remember products better than men.
C. A product is not likely to be in the evoked set once it has been considered and then rejected.
D. Functional risk creates a cognitive dissonance that makes certain products difficult to consciously remember.
5. Justin has always had an intense interest in steam engines. He has one of the largest collections of pictures and facts about steam engines in the Unites States. He decides to share his interest with others by becoming a cybermediary. Of the following choices, which is the best description of what Justin will do as a cybermediary?
A. Justin will sell his services to help others organize their own computer programs related to steam engines.
B. Justin will market software featuring steam engines.
C. Justin will organize a user group online for steam engine enthusiasts.
D. Justin will join a user group created by others to get more information about steam engines.