Question 1

Everyone believes neuroscience research is superior to all other traditional methods for understanding consumer behavior.

Accepted Answer

A) True 
 B)False  False

Question 2

Which of the following statements describes a situation in which marketer-induced problem recognition was used?

Accepted Answer

A) Shopaholic, a clothing and accessories brand, sends newsletters to all its customers at the end of each summer, stating that their existing wardrobe might be out of style. 
B) Ken buys a battery charging case after purchasing a smartphone. 
C) Casey purchased Hair Care shampoo but switched to Rejuvenate shampoo when he found that the shampoo contained extensive chemicals. 
D) Upgraded, an electronics store, recently sold goods at discounted prices to people who registered themselves on the company's website. 
E) Patrick hurt his toe while jogging and realized that his sports shoes were torn.He went to the store to purchase a new pair of shoes. 
A) Shopaholic, a clothing and accessories brand, sends newsletters to all its customers at the end of each summer, stating that their existing wardrobe might be out of style. 
B) Ken buys a battery charging case after purchasing a smartphone. 
C) Casey purchased Hair Care shampoo but switched to Rejuvenate shampoo when he found that the shampoo contained extensive chemicals. 
D) Upgraded, an electronics store, recently sold goods at discounted prices to people who registered themselves on the company's website. 
E) Patrick hurt his toe while jogging and realized that his sports shoes were torn.He went to the store to purchase a new pair of shoes. A

Question 3

In the family decision-making process, the person in the family who is responsible for starting the purchase decision process is the

Accepted Answer

A) purchasing agent. 
B) consumer. 
C) initiator. 
D) information provider. 
E) influencer. 
A) purchasing agent. 
B) consumer. 
C) initiator. 
D) information provider. 
E) influencer. C

Question 4

In its ads, The Coffee House stresses consumers' overall emotional impressions of the brand with an attractive slogan.Through this slogan, The Coffee House wants to convey that it sells exquisite and refreshing coffee to its consumers.It wants its consumers to purchase on the basis of this impression and not comparison.This is an example of a marketer using

Accepted Answer

A) the affect referral decision rule. 
B) the mirror-image rule. 
C) belief-bias effect. 
D) bait-and-switch marketing. 
E) nonqualitative evaluative criteria. 
A) the affect referral decision rule. 
B) the mirror-image rule. 
C) belief-bias effect. 
D) bait-and-switch marketing. 
E) nonqualitative evaluative criteria.

Question 5

Ads that use telephone numbers that contain the company name are hoping to enhance

Accepted Answer

A) selective sublimation. 
B) selective bias. 
C) selective determination. 
D) selective retention. 
E) selective understanding. 
A) selective sublimation. 
B) selective bias. 
C) selective determination. 
D) selective retention. 
E) selective understanding.

Question 6

Psychoanalytic theory was pioneered by

Accepted Answer

A) Abraham Maslow. 
B) Sigmund Freud. 
C) Ivan Pavlov. 
D) David McClelland. 
E) Victor Vroom. 
A) Abraham Maslow. 
B) Sigmund Freud. 
C) Ivan Pavlov. 
D) David McClelland. 
E) Victor Vroom.

Question 7

Symbols, rhymes, associations, and images that assist in the learning and memory processes are known as

Accepted Answer

A) drives. 
B) cues. 
C) mnemonics. 
D) trigger points. 
E) memes. 
A) drives. 
B) cues. 
C) mnemonics. 
D) trigger points. 
E) memes.

Question 8

Which of the following is true of saliency of beliefs?

Accepted Answer

A) It provides insight into ways markets can stimulate consumer attitudes. 
B) It helps consumers diagnose the underlying basis of marketers' attitudes. 
C) It tends to vary across different consumption situations. 
D) It does not vary among different market segments. 
E) It generally stays stagnant over time. 
A) It provides insight into ways markets can stimulate consumer attitudes. 
B) It helps consumers diagnose the underlying basis of marketers' attitudes. 
C) It tends to vary across different consumption situations. 
D) It does not vary among different market segments. 
E) It generally stays stagnant over time.

Question 9

Which of the following is true of cross-disciplinary research?

Accepted Answer

A) It has been criticized for ignoring various behavioral stimuli such as motivation and culture. 
B) It fails to provide room for experimentation and remains a theorized ideology. 
C) It provides a greater understanding of consumer behavioral through neoviolence and neosocial theories. 
D) It fails to provide a better understanding of the role of cultural significance in advertising. 
E) It is better suited for the study of consumers because it takes into account their complexity and multidimensionality. 
A) It has been criticized for ignoring various behavioral stimuli such as motivation and culture. 
B) It fails to provide room for experimentation and remains a theorized ideology. 
C) It provides a greater understanding of consumer behavioral through neoviolence and neosocial theories. 
D) It fails to provide a better understanding of the role of cultural significance in advertising. 
E) It is better suited for the study of consumers because it takes into account their complexity and multidimensionality.

Question 10

For which of the following situations is a consumer's purchase behavior most likely to be characterized by extended problem solving?

Accepted Answer

A) purchase of laundry detergent 
B) selection of frozen meat 
C) purchase of a new set of skis by an avid skier 
D) selection of a restaurant for lunch with friends 
E) purchase of a brilliant-cut diamond wedding ring 
A) purchase of laundry detergent 
B) selection of frozen meat 
C) purchase of a new set of skis by an avid skier 
D) selection of a restaurant for lunch with friends 
E) purchase of a brilliant-cut diamond wedding ring

Question 11

Which of the following is true of perception?

Accepted Answer

A) Perception is an external process. 
B) Perception involves only one process-sensation. 
C) Perception is an individual process. 
D) Perception is independent of internal psychological factors. 
E) The perceptual process is unaffected by the characteristics of a stimulus like its size and color. 
A) Perception is an external process. 
B) Perception involves only one process-sensation. 
C) Perception is an individual process. 
D) Perception is independent of internal psychological factors. 
E) The perceptual process is unaffected by the characteristics of a stimulus like its size and color.

Question 12

Various brands of perfume use scented strips in their ads to influence _____ and to increase the probability that the ad will be perceived.

Accepted Answer

A) the consumer's level of sensory input 
B) consumer personality 
C) the internal information search 
D) the consumer's cognitive dissonance 
E) echoic memory 
A) the consumer's level of sensory input 
B) consumer personality 
C) the internal information search 
D) the consumer's cognitive dissonance 
E) echoic memory

Question 13

Peter owns several rental apartments.Initially, he used several appliance brands in his apartments and was dissatisfied with their short life span.Currently, Peter purchases appliances only from Insignia Inc., a manufacturer of home appliances, for his apartments.His repeat purchases indicate

Accepted Answer

A) the existence of cognitive dissonance. 
B) the absence of any affect referral decisions. 
C) strong brand loyalty. 
D) extensive decision making and strong psychosocial consequences. 
E) a lack of evaluative criteria. 
A) the existence of cognitive dissonance. 
B) the absence of any affect referral decisions. 
C) strong brand loyalty. 
D) extensive decision making and strong psychosocial consequences. 
E) a lack of evaluative criteria.

Question 14

Which of the following is the most relevant internal psychological process associated with the alternative evaluation stage of the consumer decision-making process?

Accepted Answer

A) motivation 
B) attitude formation 
C) assimilation 
D) integration 
E) differentiation 
A) motivation 
B) attitude formation 
C) assimilation 
D) integration 
E) differentiation

Question 15

When the consumer is in the stage of information search in the decision-making process, the relevant internal psychological process is motivation.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following best defines an attitude?

Accepted Answer

A) It is defined as an intense emotional response of a consumer when the consumer realizes that a repressed conflict is about to emerge into consciousness. 
B) It is defined as a process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world. 
C) It is defined as a situation that arises when a consumer's prior product knowledge and buying behavior gets distorted and leads to illegal buying situations. 
D) It is defined as a summary construct that represents an individual's overall feelings toward or evaluation of an object. 
E) It is defined as the process of presenting a new production process or product into the market and promoting the same to prospective customers. 
A) It is defined as an intense emotional response of a consumer when the consumer realizes that a repressed conflict is about to emerge into consciousness. 
B) It is defined as a process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world. 
C) It is defined as a situation that arises when a consumer's prior product knowledge and buying behavior gets distorted and leads to illegal buying situations. 
D) It is defined as a summary construct that represents an individual's overall feelings toward or evaluation of an object. 
E) It is defined as the process of presenting a new production process or product into the market and promoting the same to prospective customers.

Question 17

The exact size of the evoked set varies from one consumer to another and depends on factors such as the importance of the purchase.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is the most relevant internal psychological process associated with the information search stage of the consumer decision-making process?

Accepted Answer

A) differentiation 
B) perception 
C) valuation 
D) amalgamation 
E) disassociation 
A) differentiation 
B) perception 
C) valuation 
D) amalgamation 
E) disassociation

Question 19

Simplified decision rules such as "Always buy the largest size of the cheapest detergent" or "Only buy motor oil if the manufacturer is offering a rebate" are called

Accepted Answer

A) mnemonics. 
B) heuristics. 
C) cognitions. 
D) eruditions. 
E) cues. 
A) mnemonics. 
B) heuristics. 
C) cognitions. 
D) eruditions. 
E) cues.

Question 20

Telluride ski resort appeals to the personality or ___________ of skiers, as these can influence purchase decisions.

Accepted Answer

A) lifestyle 
B) loyalty 
C) impulses 
D) attenuation 
E) integration 
A) lifestyle 
B) loyalty 
C) impulses 
D) attenuation 
E) integration

Exam 4: Perspectives on Consumer Behavior

Everyone believes neuroscience research is superior to all other traditional methods for understanding consumer behavior.

Which of the following statements describes a situation in which marketer-induced problem recognition was used?

In the family decision-making process, the person in the family who is responsible for starting the purchase decision process is the

Ads that use telephone numbers that contain the company name are hoping to enhance

Psychoanalytic theory was pioneered by

Symbols, rhymes, associations, and images that assist in the learning and memory processes are known as

Which of the following is true of saliency of beliefs?

Which of the following is true of cross-disciplinary research?

For which of the following situations is a consumer's purchase behavior most likely to be characterized by extended problem solving?

Which of the following is true of perception?

Various brands of perfume use scented strips in their ads to influence _____ and to increase the probability that the ad will be perceived.

Peter owns several rental apartments.Initially, he used several appliance brands in his apartments and was dissatisfied with their short life span.Currently, Peter purchases appliances only from Insignia Inc., a manufacturer of home appliances, for his apartments.His repeat purchases indicate

Which of the following is the most relevant internal psychological process associated with the alternative evaluation stage of the consumer decision-making process?

When the consumer is in the stage of information search in the decision-making process, the relevant internal psychological process is motivation.

Which of the following best defines an attitude?

The exact size of the evoked set varies from one consumer to another and depends on factors such as the importance of the purchase.

Which of the following is the most relevant internal psychological process associated with the information search stage of the consumer decision-making process?

Simplified decision rules such as "Always buy the largest size of the cheapest detergent" or "Only buy motor oil if the manufacturer is offering a rebate" are called

Telluride ski resort appeals to the personality or ___________ of skiers, as these can influence purchase decisions.

An Introduction to Integrated Marketing Communications

The Role of IMC in the Marketing Process

Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing

The Communication Process

Source, Message, and Channel Factors

Establishing Objectives and Budgeting for the Promotional Program

Creative Strategy: Planning and Development

Creative Strategy: Implementation and Evaluation

Media Planning and Strategy

Evaluation of Media: Television and Radio

Evaluation of Media: Magazines and Newspapers

Support Media

Direct Marketing

The Internet: Digital and Social Media

Sales Promotion

Public Relations, Publicity, and Corporate Advertising

Measuring the Effectiveness of the Promotional Program

International Advertising and Promotion

Regulation of Advertising and Promotion

Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Personal Selling Online

Filters