Consumer Behavior, Ninth Edition Solomon TestBank completed correctly

Consumer Behavior, Ninth Edition Solomon TestBank completed correctly Consumer Behavior, Ninth Edition 9th Edition Solomon TB1 Copyright © 2011 Pearson Education, Inc. Consumer Behavior, 9e (Solomon) Chapter 1 Consumers Rule 1) A marketer who segments a population by age and gender is using ________ to categorize consumers. A) demographics B) psychographics C) roles D) lifestyle Answer: A Diff: 1 Page Ref: 6 Skill: Concept Objective: 1-3 2) A consumer researcher who examines consumers' lifestyles and personalities is studying ________. A) demographics B) psychographics C) social class D) roles Answer: B Diff: 1 Page Ref: 6 Skill: Concept Objective: 1-3 3) The growth of consumption communities, which give members a forum for sharing opinions and recommendations about specific products, has been most affected by which of the following? A) more frequent use of market segmentation strategies B) the growth of the Web C) decreasing brand loyalty in tough economic times D) the increasing diversity of the American population Answer: B Diff: 2 Page Ref: 6 Skill: Concept Objective: 1-4 AACSB: Use of IT2 Copyright © 2011 Pearson Education, Inc. 4) A marketer uses ________ to target a brand only to specific groups of consumers who are most likely to be heavy users of the marketer's brand. A) market filtering strategies B) market segmentation strategies C) the 80/20 strategy D) economies of information Answer: B Diff: 1 Page Ref: 6 Skill: Concept Objective: 1-3 5) The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas , or experiences to satisfy needs and desires is called ________. A) lifestyle marketing B) role marketing C) consumer behavior D) marketing research Answer: C Diff: 1 Page Ref: 7 Skill: Concept Objective: 1-1 6) A(n) ________ is a person who identifies a need or desire, makes a purchase, and then disposes of a product. A) marketer B) consumer C) influencer D) behavior researcher Answer: B Diff: 1 Page Ref: 8 Skill: Concept Objective: 1-2 7) According to the basic marketing concept, a firm exists to ________. A) earn profits B) win market share C) establish relationships D) satisfy needs Answer: D Diff: 2 Page Ref: 8 Skill: Concept Objective: 1-23 Copyright © 2011 Pearson Education, Inc. 8) Which of the following explains how a minority of a product's users make up a majority of sales of the product? A) RFID theory B) the 80/20 rule C) market segmentation D) u-commerce Answer: B Diff: 2 Page Ref: 10 Skill: Concept Objective: 1-3 9) People who belong to the same social class have which of the following in common? A) income levels B) personalities C) ethnicity D) family structure Answer: A Diff: 1 Page Ref: 12 Skill: Concept Objective: 1-3 AACSB: Multicultural and Diversity 10) Which of the following marketing philosophies emphasizes interacting with customers on a regular basis and giving them reasons to maintain a bond with a company's brands over time? A) differentiated marketing B) global marketing C) services marketing D) relationship marketing Answer: D Diff: 1 Page Ref: 14 Skill: Concept Objective: 1-3 AACSB: Communication 11) Wal-Mart tracks the habits of the 100 million customers who visits its stores each week and responds with products and services directed toward those customers' needs based on the information collected. This is an example of ________ marketing. A) undifferentiated B) database C) relationship D) consumer-generated Answer: B Diff: 2 Page Ref: 14 Skill: Concept Objective: 1-3 AACSB: Use of IT4 Copyright © 2011 Pearson Education, Inc. 12) For marketers, ________ is the most important marketing phenomenon of this decade. A) consumer-generated content B) culture jamming C) transformative consumer research D) economics of information Answer: A Diff: 2 Page Ref: 16-17 Skill: Concept Objective: 1-3 AACSB: Use of IT 13) The sociological perspective of ________ takes the view that much of consumer behavior resembles actions in a play. A) role theory B) group theory C) relationship marketing D) consumerspace research Answer: A Diff: 1 Page Ref: 18 Skill: Concept Objective: 1-3 14) According to your text, which of the following countries is expected to soon be the home of seven of the world's largest malls? A) the United States B) China C) Australia D) Brazil Answer: B Diff: 3 Page Ref: 17 Skill: Concept Objective: 1-3 AACSB: Multicultural and Diversity 15) If in the future you use a wearable computer that allows you to access computer networks wherever you are, you will be using a developing form of commerce called ________. A) U-commerce (ubiquitous commerce) B) e-commerce (electronic commerce) C) G-commerce (global commerce) D) L-commerce (lifestyle commerce) Answer: A Diff: 1 Page Ref: 19 Skill: Concept Objective: 1-3 AACSB: Use of IT5 Copyright © 2011 Pearson Education, Inc. 16) Which of the following is an example of C2C e-commerce? A) RFID tags B) virtual brand communities C) database marketing D) u-commerce Answer: B Diff: 2 Page Ref: 19 Skill: Concept Objective: 1-4 AACSB: Use of IT 17) Rules of conduct based on universal values such as honesty, trustworthiness, and fairness that guide actions in the marketplace are referred to as ________. A) social marketing policies B) consumer activism policies C) consumer ethics D) business ethics Answer: D Diff: 1 Page Ref: 23 Skill: Concept Objective: 1-5 AACSB: Ethical Reasoning 18) The term ________ refers to an environment where an individual can dictate to a company the type of products he or she wants and how, when, and where he or she wants to learn about them. A) u-commerce B) consumerspace C) social market D) consumption community Answer: B Diff: 1 Page Ref: 25 Skill: Concept Objective: 1-5 AACSB: Use of IT 19) A basic biological motive is called a ________. A) want B) desire C) need D) response Answer: C Diff: 1 Page Ref: 25 Skill: Concept Objective: 1-56 Copyright © 2011 Pearson Education, Inc. 20) Which of the following best characterizes social critic Vance Packard's position on the possibility of marketing manipulating consumers' thoughts? A) Marketers don't have enough knowledge to manipulate consumers. B) Marketers have been successful in manipulating emotions, but not thought processes. C) Marketers have used knowledge of the social sciences to channel consumer habits, decisions, and thoughts. D) The public has been unnecessarily frightened by allegations of marketing manipulation that are blatantly false. Answer: C Diff: 3 Page Ref: 26 Skill: Concept Objective: 1-5 AACSB: Communication 21) According to the ________ perspective, advertising is an important source of consumer information. A) consumerist B) database marketing C) business ethics D) economics of information Answer: D Diff: 1 Page Ref: 27 Skill: Concept Objective: 1-5 AACSB: Communication 22) Which of the following is the government agency that polices advertising claims about edible products and pharmaceuticals? A) the Food and Drug Administration B) the Consumer Products Safety Act C) the Federal Trade Commission D) the National Advertising Division Answer: A Diff: 2 Page Ref: 28 Skill: Concept Objective: 1-5 AACSB: Ethical Reasoning7 Copyright © 2011 Pearson Education, Inc. 23) Buy Nothing Day and TV Turnoff Week, events designed to discourage rampant commercialism, are examples of ________. A) cultural terrorism B) consumerism C) anticonsumption D) culture jamming Answer: D Diff: 3 Page Ref: 30 Skill: Concept Objective: 1-5 AACSB: Communication 24) Many firms choose to protect or enhance the natural environment as they go about their business activities. This practice is known as ________. A) consumer marketing B) social marketing C) natural marketing D) green marketing Answer: D Diff: 1 Page Ref: 32 Skill: Concept Objective: 1-5 AACSB: Ethical Reasoning 25) A buyer who shops to relieve tension, anxiety, depression, or boredom is best described as a(n) ________ consumer. A) activist B) anticonsumption C) compulsive D) consumed Answer: C Diff: 1 Page Ref: 36 Skill: Concept Objective: 1-6 26) People who are used or exploited, willingly or not, for commercial gain in the marketplace are referred to as ________ consumers. A) marginal B) destitute C) jammed D) consumed Answer: D Diff: 1 Page Ref: 37 Skill: Concept Objective: 1-6 AACSB: Ethical Reasoning8 Copyright © 2011 Pearson Education, Inc. 27) According to a recent human behavior survey by advertising agency McCann-Erickson, ________ of people say they lie regularly. A) 91 percent B) 62 percent C) 40 percent D) 19 percent Answer: A Diff: 3 Page Ref: 37 Skill: Concept Objective: 1-6 AACSB: Ethical Reasoning 28) Shoplifting is America's fastest growing crime. What term does the retail industry use to describe inventory and cash losses from shoplifting? A) hard losses B) shrinkage C) write-offs D) consumer costs Answer: B Diff: 1 Page Ref: 38 Skill: Concept Objective: 1-6 AACSB: Ethical Reasoning 29) Which of the following is an example of anticonsumption behavior? A) compulsively shopping B) intentionally spreading a computer virus C) gambling D) culture jamming Answer: B Diff: 2 Page Ref: 38 Skill: Concept Objective: 1-6 AACSB: Ethical Reasoning 30) Members of the clergy serving areas that are heavily populated by minorities have organized rallies to protest the proliferation of cigarette and alcohol advertising in their neighborhoods. These protests sometimes include the defacement of billboards promoting alcohol or cigarettes. This is an example of ________. A) social marketing B) anticonsumption C) interpretivism D) compulsive consumption Answer: B Diff: 2 Page Ref: 38-39 Skill: Concept Objective: 1-69 Copyright © 2011 Pearson Education, Inc. 31) A researcher interested in studying how consumer preferences spread throughout a social group most likely has the disciplinary focus of ________. A) experimental psychology B) semiotics C) history D) sociology Answer: D Diff: 2 Page Ref: 41 Skill: Concept Objective: 1-7 32) Researchers who argue that the field of consumer behavior should not be a "handmaiden to business" believe that consumer behavior research should ________. A) have a market-oriented focus B) aim to apply knowledge to increasing profits C) focus on understanding consumption for its own sake D) be judged in terms of its ability to improve marketing practices Answer: C Diff: 3 Page Ref: 41 Skill: Concept Objective: 1-7 AACSB: Ethical Reasoning 33) Which of the following social science fields would most likely be associated with macro consumer behavior through a social focus? A) experimental psychology B) clinical psychology C) sociology D) cultural anthropology Answer: D Diff: 3 Page Ref: 42 Skill: Concept Objective: 1-8 34) Another term for the dominant consumer research paradigm of positivism is ________. A) interpretivism B) pluralism C) modernism D) postmodernism Answer: C Diff: 2 Page Ref: 42 Skill: Concept Objective: 1-810 Copyright © 2011 Pearson Education, Inc. 35) Of the following, a proponent of ________ would be most likely to argue that our society emphasizes science and technology too much. A) consumerism B) positivism C) modernism D) interpretivism Answer: D Diff: 2 Page Ref: 42 Skill: Concept Objective: 1-8 36) A consumer researcher who believes in the paradigm of ________ believes that human reason is supreme and that there is a single, objective truth that can be discovered by science. A) fundamentalism B) interpretivism C) positivism D) postmodernism Answer: C Diff: 2 Page Ref: 42 Skill: Concept Objective: 1-8 37) The belief that meaning is not fixed but is instead constructed by each individual is part of the ________ paradigm A) positivist B) pragmatic C) interpretivist D) consumerist Answer: C Diff: 2 Page Ref: 43 Skill: Concept Objective: 1-8 38) A student of postmodernism is most likely to believe that the world in which we live is composed of ________, or a mixture of images. A) psychographics B) a paradigm C) consumerspaces D) a pastiche Answer: D Diff: 2 Page Ref: 43 Skill: Concept Objective: 1-811 Copyright © 2011 Pearson Education, Inc. 39) Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her sorority's formal event. The stores were crowded, and none of her favorite shops carried a dress that she liked in her size. After spending hours at the mall, Jenny gave up and decided to order her dress online and just return it if it wasn't exactly right. This decision took place in the ________ stage of Jenny's consumption process. A) pre-purchase B) purchase C) exchange D) influence Answer: B Diff: 2 Page Ref: 8 (Fig. 1.1) Skill: Application Objective: 1-2 AACSB: Reflective Thinking 40) A soft drink company decided to produce a cola drink with more caffeine than usual in hopes of preventing current teen and early twenties customers from shifting to coffee and tea drinks after graduating from college. The company test-marketed this new product at a midwestern university. The company has segmented the market based on ________. A) psychographics B) lifestyle C) demographics D) geography Answer: C Diff: 2 Page Ref: 11 Skill: Application Objective: 1-3 AACSB: Reflective Thinking 41) Professor Franklin had a time machine and traveled back to 1975. He told a marketing class that it would become popular among high school and college students to put holes through various parts of their anatomy and to attach metal plugs and ornaments through those holes. The students laughed at Professor Franklin and said they couldn't imagine that anyone would do that to his or her own body. What aspect of consumer behavior did the students not understand? A) They didn't understand the impact of popular culture in influencing consumers. B) They didn't understand that lifestyle issues are more important than social class issues. C) They didn't understand the meaning of consumption. D) They didn't understand the importance of culture jamming. Answer: A Diff: 2 Page Ref: 16 Skill: Application Objective: 1-3 AACSB: Analytic Skills12 Copyright © 2011 Pearson Education, Inc. 42) Lucy Chang recently purchased a lovely ceramic bowl that featured a red dragon design. When she thought about her purchase, she found that she really had no justification for buying the bowl other than it reminded her of the bowls her mother used during evening meals when she was a young child in Hong Kong. Which of the following types of relationships with a product best explains the reason for Lucy's purchase of the dragon bowl? A) self-concept attachment B) nostalgic attachment C) interdependence D) cohort attachment Answer: B Diff: 2 Page Ref: 18 Skill: Application Objective: 1-3 AACSB: Reflective Thinking 43) Evan does business in South America. He has mastered Spanish and many cultural norms, but he still has problems with cultural differences in ethics. Many of the regulatory officials Evan must deal with still expect bribes. Evan solves this problem by bringing with him a number of moderately priced watches. When an official admires his watch, Evan offers it to him or her as a gift. Later he puts a new watch on his wrist. Evan has encountered a problem in ethics which demonstrates that ________. A) different cultures define ethical business behaviors differently B) laws regulating business have become uniform because of the demands of a global economy C) a small lapse of ethics is acceptable D) universal values are the basis of business ethics Answer: A Diff: 2 Page Ref: 23 Skill: Application Objective: 1-5 AACSB: Analytic Skills 44) An advertisement for a national shampoo that shows a plain-looking woman using the product, then transforming to a beautiful woman with a new hairstyle, dressed in elegant clothes, waiting for the "man of her dreams" to appear on her doorstep, would best illustrate which of the following criticisms of the marketing system? A) Marketing makes society overly materialistic. B) Marketers promise miracles. C) Marketers create artificial needs. D) Marketers control popular culture. Answer: B Diff: 2 Page Ref: 27 Skill: Application Objective: 1-5 AACSB: Reflective Thinking13 Copyright © 2011 Pearson Education, Inc. 45) Morris Davis believes that advertising and marketing have too much impact on a consumer's daily life. To fight this problem, Mr. Davis recently initiated a Web site called "Junk It!" His Web site invites disgruntled consumers to communicate with him about marketing invasions of their privacy and individual space. Mr. Davis believes that change comes slowly but that consumers must fight to preserve their culture and freedom from marketers and advertisers. Which of the following terms best expresses the actions being taken by Mr. Davis to disrupt what he perceives as inappropriate marketing and advertising actions? A) marketing myopia B) cultural symbolism C) culture jamming D) transformative consumer research Answer: C Diff: 2 Page Ref: 30 Skill: Application Objective: 1-5 AACSB: Reflective Thinking 46) George says that he sees everything as "black or white–no in between." George would most accurately be characterized as a(n) ________. A) positivist B) collectivist C) interpretivist D) consumerist Answer: A Diff: 2 Page Ref: 42 Skill: Application Objective: 1-8 AACSB: Reflective Thinking 47) Amaya Simmons wants to write a consumer behavior paper about the origins of green marketing with respect to pesticides. Which of the following sources will she find most useful? A) The Jungle by Upton Sinclair B) The Hidden Persuaders by Vance Packard C) Unsafe at any Speed by Ralph Nader D) Silent Spring by Rachel Carson Answer: D Diff: 3 Page Ref: 31 Skill: Critical Thinking Objective: 1-5 AACSB: Analytic Skills14 Copyright © 2011 Pearson Education, Inc. 48) Social critics have maintained that marketing leads people to buy products they neither want nor need. However, the failure rate of new products is reportedly as high as 80 percent. Which of the following best reconciles these two seemingly opposite views of marketing? A) The social critics are simply wrong. People are not influenced by marketing. B) Though consumers are highly influenced by marketing, most failed products have technical flaws. C) Marketing does have an influence on consumers, but marketers simply do not know enough about people to manipulate them any way they please. D) Purchase is a function of marketing, but business failure is unrelated to marketing. Answer: C Diff: 3 Page Ref: 27 Skill: Critical Thinking Objective: 1-5 AACSB: Analytic Skills 49) Which of the following is the best tool for consumer activists to use in efforts to make the public aware of unethical or questionable marketing behavior? A) Web 2.0 B) RFID technology C) Transformative Consumer Research D) compulsive consumption Answer: A Diff: 2 Page Ref: 17 Skill: Synthesis Objective: 1-3 AACSB: Analytic Skills 50) Which of the following consumer behavior issues discussed in the chapter would be most accurately classified as a micro consumer behavior topic? A) how marketing campaigns have influenced popular culture B) how individual consumers become trapped in a cycle of compulsive consumption C) how consumers in different geographic regions respond differently to marketing campaigns D) how the growth of C2C e-commerce has affected marketing strategies Answer: B Diff: 2 Page Ref: 41 Skill: Synthesis Objective: 1-7 AACSB: Analytic Skills 51) According to the definition of consumer behavior, how a consumer disposes of an idea and accepts another is not part of consumer behavior. Answer: FALSE Diff: 1 Page Ref: 7 Skill: Concept Objective: 1-1 AACSB: Communication15 Copyright © 2011 Pearson Education, Inc. 52) When a transaction occurs between two or more organizations or people who give and receive something of value, an exchange has taken place. Answer: TRUE Diff: 1 Page Ref: 8 Skill: Concept Objective: 1-2 53) Because consumer behavior is now examined as an entire consumption process that includes prepurchase and postpurchase issues, exchange theory is no longer relevant to the study of consumer behavior. Answer: FALSE Diff: 2 Page Ref: 8 Skill: Concept Objective: 1-2 54) American society is shifting from a mass culture in which many consumers share the same preferences to a diverse culture in which consumers have almost an infinite number of choices. Answer: TRUE Diff: 2 Page Ref: 8 Skill: Concept Objective: 1-3 AACSB: Multicultural and Diversity 55) A common way to segment consumers is to identify which consumers are heavy users of a given product. Answer: TRUE Diff: 2 Page Ref: 10 Skill: Concept Objective: 1-3 56) In the fast-food industry, the heavy user accounts for only one of five customers but for more than half of all visits to fast-food restaurants. Answer: TRUE Diff: 3 Page Ref: 10 Skill: Concept Objective: 1-3 57) Demographics refer to aspects of a person's lifestyle and personality. Answer: FALSE Diff: 1 Page Ref: 11 Skill: Concept Objective: 1-316 Copyright © 2011 Pearson Education, Inc. 58) Demographics are statistics that measure observable aspects of a population. Answer: TRUE Diff: 1 Page Ref: 11 Skill: Concept Objective: 1-3 59) A market researcher who analyzes a population of consumers using the variable of marital status is segmenting the population by the demographic category of family structure. Answer: TRUE Diff: 2 Page Ref: 11 Skill: Concept Objective: 1-3 60) Consumers who share characteristics such as social class and age can have very different lifestyles. Answer: TRUE Diff: 2 Page Ref: 13 Skill: Concept Objective: 1-3 AACSB: Multicultural and Diversity 61) Consumer-generated content is one of the trends that helps to define our current era of Web 2.0. Answer: TRUE Diff: 2 Page Ref: 17 Skill: Concept Objective: 1-3 AACSB: Use of IT 62) The fact that people often buy products not for what the products do but for what they mean implies that a product's basic function is unimportant. Answer: FALSE Diff: 3 Page Ref: 18 Skill: Concept Objective: 1-3 63) According to the different categories of relationships that people may have with products, nostalgic attachment occurs if the product is part of the user's daily routine. Answer: FALSE Diff: 2 Page Ref: 18 Skill: Concept Objective: 1-317 Copyright © 2011 Pearson Education, Inc. 64) Global consumer culture and u-commerce are interchangeable terms. Answer: FALSE Diff: 2 Page Ref: 18-19 Skill: Concept Objective: 1-3 AACSB: Use of IT 65) U-commerce involves the use of ubiquitous networks. Answer: TRUE Diff: 1 Page Ref: 19 Skill: Concept Objective: 1-3 AACSB: Use of IT 66) Ethics are universal in that ethical business practices in one country are the same as in other countries. Answer: FALSE Diff: 2 Page Ref: 23 Skill: Concept Objective: 1-5 AACSB: Multicultural and Diversity 67) Russia and China top of the list of countries where the practice of bribing officials is most prevalent.. Answer: TRUE Diff: 3 Page Ref: 22 Skill: Concept Objective: 1-5 AACSB: Ethical Reasoning 68) A radical group that threatened to inject "mad cow" disease contaminated feed into the food supplies of several herds of cattle has threatened to commit bioterrorism. Answer: TRUE Diff: 2 Page Ref: 34 Skill: Application Objective: 1-6 AACSB: Reflective Thinking 69) A person who believes that science can fix or find a cure for anything most likely follows the philosophy of interpretivism. Answer: FALSE Diff: 3 Page Ref: 42 Skill: Application Objective: 1-8 AACSB: Reflective Thinking18 Copyright © 2011 Pearson Education, Inc. 70) Wal-Mart began a new campaign to sell lawn furniture. In emphasizing how lawn furniture has been used over the decades in movies and books, by celebrities, and as essential ingredients to home entertainment, the campaign is drawing upon popular culture. Answer: TRUE Diff: 2 Page Ref: 16 Skill: Application Objective: 1-3 AACSB: Reflective Thinking 71) The sociological perspective of role theory can be used to explain why people who engage in certain activities seem to have a "uniform." For example, cyclists have spandex and helmets, while fly fishermen have vests and floppy hats. Answer: TRUE Diff: 2 Page Ref: 18 Skill: Application Objective: 1-3 AACSB: Analytic Skills 72) Arthur was a good mechanic and finally opened his own repair shop. He wanted to be seen as a responsible merchant, so he installed the latest recycling and safe disposal systems for oil and anti-freeze. Arthur was engaging in green marketing. Answer: TRUE Diff: 2 Page Ref: 32 Skill: Application Objective: 1-5 AACSB: Reflective Thinking 73) Some critics of marketing have said that consumers are manipulated into buying products they really don't need and wouldn't even consider buying without the false wants created by the marketing system. A strong counterargument to this criticism is that wants are basic biologicallybased motives that cannot be created by marketers. Answer: FALSE Diff: 2 Page Ref: 25 Skill: Critical Thinking Objective: 1-5 AACSB: Analytic Skills 74) Psychographic information is not considered to be demographic data because this type of information is not directly observable. Answer: TRUE Diff: 2 Page Ref: 6, 11 Skill: Synthesis Objective: 1-3 AACSB: Analytic Skills19 Copyright © 2011 Pearson Education, Inc. 75) In the era of Web 2.0, the focus of electronic marketing has shifted from C2C e-commerce to B2C e-commerce. Answer: FALSE Diff: 3 Page Ref: 21 Skill: Synthesis Objective: 1-4 AACSB: Analytic Skills 76) Different issues for marketers and consumers arise in the consumption process. Identify questions that might be asked from the consumer's perspective and from the marketer's perspective in the pre-purchase and purchase stage of the consumption process. Answer: Pre-purchase issue phase: i. Consumer's perspective–How does a consumer decide that he or she needs a product? What are the best sources of information to learn more about alternative choices? ii. Marketer's perspectives–How are attitudes toward products formed and/or changed? What cues do consumers use to infer which products are superior to others? Purchase issue phase: iii.Consumer's perspective–Is acquiring a product a stressful or pleasant experience? What does the purchase say about the consumer? iv.Marketer's perspectives–How do situational factors, such as time pressure or store displays, affect the consumer's purchase decision? Diff: 3 Page Ref: 8 (Fig, 1.1) Skill: Concept Objective: 1-2 AACSB: Communication 77) Explain the concept of the 80/20 rule and why it is important to marketers. Answer: According to the 80/20 rule, 20 percent of a product's users account for 80 percent of sales of that product. These heavy users are the product's most faithful customers. A company that can identify, build relationships with, and create value for heavy users is likely to have a successful marketing strategy. Diff: 2 Page Ref: 10 Skill: Concept Objective: 1-3 78) What is relationship marketing? Answer: Marketers who practice relationship marketing have realized that a key to success is building relationships between brands and customers that will last a lifetime. In this type of marketing, companies make an effort to interact with customers on a regular basis and give them reasons to maintain a bond with the company over time. Diff: 2 Page Ref: 14 Skill: Concept Objective: 1-3 AACSB: Communication20 Copyright © 2011 Pearson Education, Inc. 79) What is database marketing? Answer: Database marketing involves tracking consumers' buying habits very closely and crafting products and messages tailored precisely to people's wants and needs based on this information. Diff: 2 Page Ref: 14 Skill: Concept Objective: 1-3 AACSB: Use of IT 80) List and briefly characterize four types of relationships a person might have with a product. Be specific. Answer: Four types of relationships are: 1) self-concept attachment–the product helps to establish the user's identity; 2) nostalgic attachment–the product serves as a link with a past self; 3) interdependence–the product is a part of the user's daily routine; and, 4) love–the product elicits emotional bonds of warmth, passion, or another strong emotion. Diff: 3 Page Ref: 18 Skill: Concept Objective: 1-3 81) Identify the difference between a need and a want. Answer: A need is a basic biological motive that cannot be created by marketing. A want represents one way that individuals are taught by society and culture to satisfy a biological need. Diff: 2 Page Ref: 25 Skill: Concept Objective: 1-5 82) Consumers and the items they consume can take many forms. Give examples of three different types of consumers and examples of three different types of items they could consume, including products, services, and ideas. Answer: Examples will vary. Consumers can include individuals of any age, groups, and organizations. Items consumed can include products such as toys, cars, food; services such as dentist appointments, haircuts, and massages; and ideas such as democracy and the green movement. Diff: 2 Page Ref: 7-8 Skill: Application Objective: 1-1 AACSB: Communication21 Copyright © 2011 Pearson Education, Inc. 83) In the early stages of development, consumer behavior was known as buyer behavior. What important aspect of the exchange process does this change in name reflect? Answer: Buyer behavior reflects an emphasis on the act of purchase, but this exchange is dependent upon a number of pre-purchase and post-purchase perspectives and behaviors. To fully understand why an exchange is made, researchers must look at the decisions and influences before the exchange, as well as the expectations of what happens after the exchange. The study of consumer behavior, rather than simply buyer behavior, accounts for prepurchase and postpurchase issues along with purchase issues. Diff: 2 Page Ref: 8 Skill: Application Objective: 1-2 AACSB: Analytic Skills 84) One beer distributor identified a marketing segment as the "campus guzzlers." Explain what demographics could be used to identify this segment and why. Answer: a. Age–The potential customer would have to be old enough to drink legally yet still be young enough to attend college. By identifying the interests and lifestyles of this age group, promotions and products could be developed. b. Gender–Promotions to males might emphasize sports and physical activities, while promotions to women students might highlight relationships and good times. c. Lifestyle–Consumers in this age and gender bracket might reflect a wide variety of lifestyles including physical activity, sexual attraction, and social interactions. Family structure, social class, income, and race and/or ethnicity might play roles in segmenting to "campus guzzlers," but the age, gender, and lifestyle combined with the selection process inherent in attending colleges or universities would make these relatively unimportant because of the unifying power of the first three demographics. Diff: 3 Page Ref: 11-13 Skill: Application Objective: 1-3 AACSB: Multicultural and Diversity 85) Briefly explain how marketers play a significant role in our view of the world and how we live in it. Give a specific example. Answer: We are surrounded by marketing stimuli, from television and radio commercials to online and print advertisements. In addition to promoting a product, these advertisements depict models of how people should interact in social situations, how people should dress, what people should eat, and what people should believe. For example, the marketing of cigarettes in the 1950s led many people to think of smoking as social and relaxing. Today, however, health campaigns have helped people to recognize the health risks of smoking. Diff: 2 Page Ref: 15-16 Skill: Application Objective: 1-3 AACSB: Analytic Skills22 Copyright © 2011 Pearson Education, Inc. 86) Describe a virtual brand community. Create an example that demonstrates the concept. Answer: A virtual brand community is on online group of people from anywhere around the world who share information about their experiences with a specific brand. One of the examples used in the text is The Hollywood Stock Exchange, a simulated entertainment stock market. Traders try to predict the four-week box office take from films. Student examples should reveal how their proposed virtual brand community interacts, who the members might be, and what makes the interaction among customers special. This extension of the chat room is a special research opportunity for the marketer and consumer behavior specialist. Diff: 2 Page Ref: 21 Skill: Application Objective: 1-4 AACSB: Use of IT 87) Define and provide examples of the following terms: addictive consumption, compulsive consumption, and consumed consumers. Answer: a. Addictive consumption–Consumer addiction is a physiological and/or psychological dependency on products or services. Example: Chapstick addict. b. Compulsive consumption–Refers to repetitive shopping, often excessive, as an antidote to tension, anxiety, depression, or boredom. Example: gambling. c. Consumed consumers–Situations in which consumers themselves become commodities. Example: prostitutes. Diff: 2 Page Ref: 34-37 Skill: Application Objective: 1-6 AACSB: Reflective Thinking23 Copyright © 2011 Pearson Education, Inc. 88) Compare and contrast the paradigms of positivism and interpretivism. Be specific in your comments and explanations. Answer: i. Positivism (sometimes called modernism)–Dominant at this point in time, it is a view that has significantly influenced Western art and science since the late 16th century. It emphasizes that human reason is supreme and there is a single, objective truth that can be discovered by science. Positivism encourages us to stress the function of objects, to celebrate technology, and to regard the world as a rational, ordered place with a clearly defined past, present, and future. Some critics feel that positivism overemphasizes material well-being and that its logical outlook is dominated by an ideology that stresses the homogeneous views of a culture dominated by white males. ii. Interpretivism (sometimes referred to as postmodernism)–Proponents of this view argue that there is an overemphasis on science and technology in our society and that this ordered, rational view of consumers denies the complex social and cultural world in which we live. Interpretivists stress the importance of symbolic, subjective experience and the idea that meaning is in the mind of the person. That is, we each construct our own meanings based on our unique and shared cultural experiences; there are no unique right or wrong answers. The value placed on products because they help us to create order in our lives is replaced by an appreciation of consumption as a set of diverse experiences. Interpretivists want to understand consumers and consumer behavior rather than try to make predictions about consumers. Diff: 3 Page Ref: 42-43 Skill: Application Objective: 1-8 AACSB: Reflective Thinking 89) Considering the information presented in the text, take a position on the question of whether marketers manipulate consumers. Support your position by addressing whether marketers create artificial needs, whether advertising and marketing are necessary, and whether marketers promise miracles. Answer: The text deals with this issue by addressing three question areas. Students should take a position on whether marketing manipulates consumers and then explore each of these questions (and the associated text responses) to support their positions. i. Do marketers create artificial needs? Notice the text response addresses exactly what needs are. The role of the marketer is to address awareness that needs exist and not to create them. ii. Are advertising and marketing necessary? Evidence is presented that social critics doubt the necessity of the advertising and marketing function. The text response indicates that, according to the economics of information, advertising plays a vital role in commerce. In fact, most consumers are willing to admit that advertising provides useful information and saves them time and energy in purchasing. iii.Do marketers promise miracles? Many consumers believe they do. However, the text indicates that advertising and marketing offer solutions to problems. Promising miracles only agitates and disappoints consumers and is not a long-term strategy that has any merit. Diff: 3 Page Ref: 25-27 Skill: Critical Thinking Objective: 1-5 AACSB: Analytic Skills24 Copyright © 2011 Pearson Education, Inc. 90) A critic says that marketing encourages women to hate their own bodies by showing them models that are impossibly thin. Compare how a typical consumer behavior researcher and a transformative consumer researcher might differ in their approaches to investigating this criticism. Be specific in your statements. Answer: A typical consumer behavior researcher would likely be interested in investigating how the purchasing behavior of different groups of people is influenced by advertisements showing such impossibly thin models. Such a researcher may have a strategic focus, hoping to gain insights that would lead to more effective marketing. A transformative consumer researcher, on the other hand, would see subjects of the research as collaborators in identifying ways to improve consumer well-being. A transformative consumer researcher would be interested in social change. Diff: 3 Page Ref: 31 Skill: Synthesis Objective: 1-5 AACSB: Analytic Skills1 Copyright © 2011 Pearson Education, Inc. Consumer Behavior, 9e (Solomon) Chapter 2 Perception 1) The immediate response by our eyes, nose, mouth or fingers to such basic stimuli as light, color, sound, odor and texture is called ________. A) reception B) awareness C) perception D) sensation Answer: D Diff: 1 Page Ref: 57 Skill: Concept Objective: 2-1 AACSB: Communication 2) The process by which people select, organize, and interpret sensory information is called ________. A) reception B) awareness C) perception D) sensation Answer: C Diff: 1 Page Ref: 57 Skill: Concept Objective: 2-1 AACSB: Communication 3) Which of the following is NOT one of the three stages of the process of perception? A) interpretation B) adaptation C) attention D) exposure Answer: B Diff: 2 Page Ref: 57 Skill: Concept Objective: 2-1 AACSB: Communication2 Copyright © 2011 Pearson Education, Inc. 4) Research has indicated that the color ________ creates feelings of arousal and stimulates appetite. A) blue B) red C) yellow D) black Answer: B Diff: 2 Page Ref: 59 Skill: Concept Objective: 2-2 AACSB: Communication 5) Some color combinations come to be so strongly associated with a corporation that they become known as the company's ________. A) position B) icon C) trade dress D) schema Answer: C Diff: 1 Page Ref: 62 Skill: Concept Objective: 2-2 AACSB: Communication 6) When a gas station blows "fresh coffee smell" around the gas pumps to tempt customers to come inside for a cup, the gas station is using a form of ________ marketing to influence customers. A) one-on-one B) subliminal C) differentiated D) sensory Answer: D Diff: 2 Page Ref: 64 Skill: Concept Objective: 2-2 AACSB: Communication3 Copyright © 2011 Pearson Education, Inc. 7) When Jane shops, she must feel the fabric of any potential clothing buy before she even bothers to see what the design is. She has a high need to touch. Which sense system is important to Jane in her clothing shopping? A) visual B) basic orientation C) haptic D) liminal Answer: C Diff: 2 Page Ref: 65 Skill: Concept Objective: 2-2 AACSB: Communication 8) A philosophy that translates customers' feelings into design elements is called ________ engineering. A) Kinsei B) pleasure C) relationship D) reverse Answer: A Diff: 1 Page Ref: 65 Skill: Concept Objective: 2-2 9) Males and females have different appreciations of textures (touch sensitivity). When feeling fabrics, men evaluate which of the following as "high class"? A) wool B) silk C) denim D) cotton Answer: A Diff: 3 Page Ref: 66 [Table 2.1] Skill: Concept Objective: 2-2 AACSB: Multicultural and Diversity 10) When a stimulus comes within the range of someone's sensory receptors ________ occurs. A) vibration B) retention C) subliminal suggestion D) exposure Answer: D Diff: 1 Page Ref: 68 Skill: Concept Objective: 2-34 Copyright © 2011 Pearson Education, Inc. 11) The ________ threshold refers to the minimum amount of stimulation that can be detected on a sensory channel. A) absolute B) differential C) intensity D) relative Answer: A Diff: 1 Page Ref: 68 Skill: Concept Objective: 2-3 AACSB: Communication 12) The minimum difference that can be detected between two stimuli is known as the ________. A) "bare" minimum B) gradual differentiation C) j.n.d. (just noticeable difference) D) graded difference Answer: C Diff: 1 Page Ref: 68 Skill: Concept Objective: 2-3 AACSB: Communication 13) The ________ threshold refers to the ability of a sensory system to detect changes between two stimuli. A) absolute B) differential C) intensity D) relative Answer: B Diff: 1 Page Ref: 68 Skill: Concept Objective: 2-3 AACSB: Communication 14) According to Weber's Law, the ________ the initial stimulus, the greater a change must be for people to notice the change. A) more typical B) stronger C) weaker D) more unusual Answer: B Diff: 2 Page Ref: 70 Skill: Concept Objective: 2-3 AACSB: Communication5 Copyright © 2011 Pearson Education, Inc. 15) ________ occurs when a stimulus is below the level of an individual's awareness. A) Absolute threshold B) Differential threshold C) Subliminal perception D) Perceptual selection Answer: C Diff: 1 Page Ref: 73 Skill: Concept Objective: 2-4 AACSB: Communication 16) The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of ________. A) advertising bombardment B) sensory overload C) sensory shifting D) circuit overcapacity Answer: B Diff: 2 Page Ref: 75 Skill: Concept Objective: 2-3 AACSB: Communication 17) The ability to process information from more than one medium at a time is known as ________. A) multitasking B) perceptual hyperactivity C) perceptual chunking D) interactive attention Answer: A Diff: 2 Page Ref: 75 Skill: Concept Objective: 2-3 AACSB: Communication6 Copyright © 2011 Pearson Education, Inc. 18) Because the brain's capacity to process information is limited, consumers are very selective about what they pay attention to and tend to select stimuli that relate to their current needs. This type of perceptual filter is called ________. A) perceptual defense B) perceptual vigilance C) subliminal perception D) adaptation Answer: B Diff: 2 Page Ref: 76 Skill: Concept Objective: 2-3 AACSB: Communication 19) An individual may not process stimuli that are in some way threatening, or may distort the meaning of the stimuli to make it less threatening. This type of perceptual filter is called ________. A) perceptual defense B) perceptual vigilance C) subliminal perception D) adaptation Answer: A Diff: 2 Page Ref: 76 Skill: Concept Objective: 2-3 AACSB: Communication 20) The flip side of ________ is ________. A) perceptual defense; adaptation B) perceptual defense; perceptual vigilance C) attention; adaptation D) attention; perceptual selection Answer: B Diff: 3 Page Ref: 76 Skill: Concept Objective: 2-3 AACSB: Communication7 Copyright © 2011 Pearson Education, Inc. 21) According to the exposure factor leading to adaptation, frequently encountered stimuli ________ as the rate of exposure increases. A) adapt B) habituate C) prime D) overload Answer: B Diff: 2 Page Ref: 77 Skill: Concept Objective: 2-3 AACSB: Communication 22) According to the ________ factor leading to adaptation, simple stimuli habituate because they do not require attention to detail. A) exposure B) vigilance C) discrimination D) relevance Answer: C Diff: 2 Page Ref: 77 Skill: Concept Objective: 2-3 AACSB: Communication 23) Size, color, position, and novelty are all strategies for creating which of the following? A) contrast B) adaptation C) positioning D) thresholds Answer: A Diff: 2 Page Ref: 77 Skill: Concept Objective: 2-3 AACSB: Communication 24) Which of the following refers to the meanings we assign to sensory stimuli? A) schema B) semiotics C) interpretation D) perception Answer: C Diff: 1 Page Ref: 79 Skill: Concept Objective: 2-5 AACSB: Communication8 Copyright © 2011 Pearson Education, Inc. 25) In the process of ________, certain properties of a stimulus evoke a schema. A) priming B) differentiating C) indexing D) perceptual mapping Answer: A Diff: 1 Page Ref: 79 Skill: Concept Objective: 2-5 AACSB: Communication 26) All consumers carry a schema in their minds when they enter the marketplace. According to the principles of perceptual vigilance and defense, a marketer should be careful to create a promotion for the new product that ________. A) conforms to the customers' schemata B) violates the customers' schemata C) requires that customers defend their current views about the product category D) is simple and easy to understand Answer: A Diff: 2 Page Ref: 79 Skill: Concept Objective: 2-5 AACSB: Communication 27) When we anthropomorphize products, we evaluate them using ________ we typically apply to classify people. A) thresholds B) semiotics C) autotelics D) schemata Answer: D Diff: 2 Page Ref: 80 Skill: Concept Objective: 2-5 AACSB: Communication9 Copyright © 2011 Pearson Education, Inc. 28) Our brains tend to relate incoming sensations to others already in memory, based on some fundamental organizational principles. These principles derive from ________, a school of thought that maintains that people interpret meaning from the totality of a set of stimuli rather than from any individual stimulus. A) Freudian psychology B) Gestalt psychology C) Simmons psychology D) the Covey approach Answer: B Diff: 2 Page Ref: 81 Skill: Concept Objective: 2-5 AACSB: Communication 29) ________ roughly means whole, pattern, or configuration; this perspective is best summarized by the saying "The whole is greater than the sum of its parts." A) Freudian traits analysis B) Marshallian psychology C) Gestalt D) Hobbesian pattern analysis Answer: C Diff: 1 Page Ref: 81 Skill: Concept Objective: 2-5 AACSB: Communication 30) A new Green Giant ad campaign relied on the ________ when it used a redesigned package for Green Giant products that showed the Green Giant in a "sea of green." It was felt that the Green Giant products were now unified under a common design banner. A) principle of similarity B) figure-ground principle C) interpretational principle D) closure principle Answer: A Diff: 2 Page Ref: 82 Skill: Concept Objective: 2-5 AACSB: Communication10 Copyright © 2011 Pearson Education, Inc. 31) The field of ________ examines the correspondence between signs and symbols and their role in the assignment of meaning. A) semiotics B) enunciation C) Gestalt D) hyperreality Answer: A Diff: 1 Page Ref: 83 Skill: Concept Objective: 2-6 AACSB: Communication 32) From a semiotic perspective, every marketing message has three basic components. Which of those components is the sensory image that represents the intended meaning? A) the sign B) the object C) the interpretant D) the structure Answer: A Diff: 1 Page Ref: 83 Skill: Concept Objective: 2-6 AACSB: Communication 33) A(n) ________ is a sign that relates to a product by either conventional or agreed-on associations. A) icon B) index C) symbol D) schema Answer: C Diff: 1 Page Ref: 84 Skill: Concept Objective: 2-6 AACSB: Communication11 Copyright © 2011 Pearson Education, Inc. 34) A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. A classic example of this was equating Marlboro cigarettes with the American frontier spirit. Which of the following terms best describes this practice? A) subliminal persuasion B) figure ground projection C) semiotic relationships D) consumer-modeling connections Answer: C Diff: 2 Page Ref: 84 Skill: Concept Objective: 2-6 AACSB: Communication 35) What is the primary purpose of a perceptual map? A) The map outlines how the product process functions. B) Perceptual maps diagram the differences between the sense systems. C) Perceptual maps outline where a product stands in comparison to competitors in the minds of consumers. D) The map shows the threshold values of various retail stimuli. Answer: C Diff: 1 Page Ref: 85 Skill: Concept Objective: 2-6 AACSB: Communication 36) The ________ for a brand guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the marketplace relative to its competitors. A) positioning strategy B) Gestalt psychology C) sensory signature D) priming strategy Answer: A Diff: 1 Page Ref: 85 Skill: Concept Objective: 2-6 AACSB: Communication12 Copyright © 2011 Pearson Education, Inc. 37) Lifestyle, attributes, competitors, and quality are all dimensions marketers can use to carve out a brand's ________ in the marketplace. A) personality B) position C) priming D) trade dress Answer: B Diff: 2 Page Ref: 86 Skill: Concept Objective: 2-6 AACSB: Communication 38) Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged? A) exposure B) attention C) adaptation D) interpretation Answer: A Diff: 2 Page Ref: 57 Skill: Application Objective: 2-1 AACSB: Communication 39) Nadia Ali loves the feel of her new sweater and the smell of her leather car seats on a crisp fall day. As she passes a billboard, she sees an ad for Baskin-Robbins ice cream and immediately does a U-turn into the shopping center where she knows the famous ice cream store is located. In the above example, Nadia is responding to ________. A) sensory inputs emanating from the external environment B) sensory inputs emanating from the internal environment C) emotional outputs D) decision sequences dictated by sensory outputs Answer: A Diff: 2 Page Ref: 57 Skill: Application Objective: 2-1 AACSB: Reflective Thinking13 Copyright © 2011 Pearson Education, Inc. 40) If you were designing an advertisement to warn Japanese smokers of the deadly consequences of smoking, what colors should you choose to dominate the ad? A) black foreground with light blue background B) white background with a red foreground C) bright colors such as red and orange D) brown and grays Answer: B Diff: 3 Page Ref: 59-60 Skill: Application Objective: 2-2 AACSB: Reflective Thinking 41) A billboard is positioned beside a busy highway. However, the merchant that has purchased the billboard complains that no response is being generated by his advertising message. Upon closer inspection, the billboard company determines that the typeface used is too small to be effectively read by a motorist going 60+ mph on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists? A) the intensity threshold B) the differential threshold C) the absolute threshold D) the relative threshold Answer: C Diff: 2 Page Ref: 68 Skill: Application Objective: 2-3 AACSB: Reflective Thinking 42) Jason and Mark were talking in class, but so was everyone else. As they continued to discuss their day's adventures, it suddenly became clear to them that the teacher was staring at them. They didn't realize that the class had been called to order and what was once only one conversation among many was now disruptive. Jason apologized quickly and the teacher resumed her normal activities. This is a good example of how a consumer's ability to detect a difference between two stimuli is ________. A) absolute B) negligible C) relative D) embedded Answer: C Diff: 2 Page Ref: 68 Skill: Application Objective: 2-3 AACSB: Reflective Thinking14 Copyright © 2011 Pearson Education, Inc. 43) A retailer decides to reduce the price of a sport coat that normally costs $98. The reduction in price is $3. The storeowner believes that the reduction will catch the eye of the value shopper. If the sport coat does not sell, the retailer might wish to consider which of the following before making another price change? A) Hermann's theorem B) Packard's law C) Sensory theory D) Weber's law Answer: D Diff: 2 Page Ref: 70 Skill: Application Objective: 2-3 AACSB: Reflective Thinking 44) Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following personal selection factors is affecting Mary Nabholz's response to the ads? A) perceptual vigilance B) perceptual defense C) perceptual selection D) adaptation Answer: D Diff: 3 Page Ref: 76 Skill: Application Objective: 2-3 AACSB: Reflective Thinking 45) In the past ketchup formed an unbecoming "scum" on its surface if it was exposed to the air, so manufacturers created the traditionally shaped ketchup bottle with the narrow opening. When chemicals were developed to reduce this oxidation, it was then possible to sell ketchup in more conveniently shaped containers. Customers, however, rejected bottles that didn't have the traditional ketchup shape. This is an example of the power of ________ in the marketplace. A) sensory overload B) thresholds C) hyperreality D) schema Answer: D Diff: 2 Page Ref: 79 Skill: Application Objective: 2-5 AACSB: Reflective Thinking15 Copyright © 2011 Pearson Education, Inc. 46) A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. How would a marketer use hyperreality to find a new use for baking soda? A) by associating the soda with its ability to absorb odors B) by associating the soda with a fictional character called Simon Soda C) by emphasizing the low cost of the soda D) by informing the customers of the historic importance of baking soda in germ protection Answer: B Diff: 3 Page Ref: 83-84 Skill: Application Objective: 2-6 AACSB: Reflective Thinking 47) Which of the following comes closest in characterizing the concept of hedonic consumption? A) Bill can't get an advertising jingle out of his mind when he enters a store and sees the product the jingle advertises. B) Kim can never buy fashionable clothes without looking carefully at their construction and then feeling the quality of the cloth with her fingers. C) Marcus often buys products just to make his wife angry. He thinks that since she is such a penny-pincher she ought to be punished. Buying unneeded items is how Marcus punishes her frugality. D) A new computer game rapidly replaced an older one because it had much faster action. Answer: B Diff: 3 Page Ref: 57 Skill: Critical Thinking Objective: 2-1 AACSB: Reflective Thinking 48) One of the principles of psychophysics is that changes in the physical environment are not always matched by equal changes perceptually. If Madison Wilson were creating a new drink, what would psychophysics tell her? A) She could make the drink twice as sweet by adding twice the amount of sugar. B) She would need to research how the perception of "sweetness" changed by the amount of sugar added. C) She would need to look at the subliminal aspects of "sweetness." D) She would need to create promotions to tell customers how "sweet" the new drink is. Answer: B Diff: 3 Page Ref: 68 Skill: Critical Thinking Objective: 2-4 AACSB: Reflective Thinking16 Copyright © 2011 Pearson Education, Inc. 49) Which of the following is most relevant to a company that wants to position a new brand on price leadership? A) Gestalt psychology B) Weber's Law C) the j.n.d. D) the closure principle Answer: B Diff: 3 Page Ref: 70, 86 Skill: Critical Thinking Objective: 8-6 AACSB: Reflective Thinking 50) Which of the following most accurately reflects the current thinking about the use of subliminal perception in marketing promotion and advertising? A) Subliminal messages are below the threshold of perception, so cannot be utilized in marketing. B) Subliminal ads can be effective, but customers do not like them and so marketers avoid them. C) There is some evidence that subliminal perception can have limited effects, but the effects are not specific enough to make subliminal messages effective in advertising. D) It comes down to a matter of attention. If a viewer will pay enough attention to a subliminal message, then it can have specific effects. Answer: C Diff: 3 Page Ref: 74 Skill: Synthesis Objective: 2-3 AACSB: Communication 51) Perception refers to the immediate response of our sensory receptors to such basic stimuli as light, color, and sound. Answer: FALSE Diff: 1 Page Ref: 57 Skill: Concept Objective: 2-1 AACSB: Communication 52) Unlike computers, we do not passively process whatever information happens to be present. Answer: TRUE Diff: 1 Page Ref: 57 Skill: Concept Objective: 2-1 AACSB: Communication17 Copyright © 2011 Pearson Education, Inc. 53) The first step in the perception process is exposure to a stimulus. Without exposure, there would be no perception. Answer: TRUE Diff: 2 Page Ref: 57 Skill: Concept Objective: 2-1 AACSB: Communication 54) Interpretation is the last stage of the perceptual process. Answer: TRUE Diff: 2 Page Ref: 57 Skill: Concept Objective: 2-1 AACSB: Communication 55) A behavioral researcher studying how consumers use multi-sensory, fantasy, and emotional factors in selecting products is studying what is called hedonic consumption. Answer: TRUE Diff: 2 Page Ref: 57 Skill: Concept Objective: 2-1 56) Sensory marketing has proven to be largely ineffective as a marketing approach. Answer: FALSE Diff: 2 Page Ref: 58 Skill: Concept Objective: 2-2 AACSB: Communication 57) Colors look duller to older people, which is why they prefer white and other bright tones. Answer: TRUE Diff: 2 Page Ref: 61 Skill: Concept Objective: 2-2 AACSB: Multicultural and Diversity 58) Some color combinations can become so associated with a company that the corporation may be granted exclusive use of these colors. Answer: TRUE Diff: 2 Page Ref: 62 Skill: Concept Objective: 2-2 AACSB: Communication18 Copyright © 2011 Pearson Education, Inc. 59) Fragrance is processed by the limbic system, the most primitive part of the brain and the place where immediate emotions are experienced. Answer: TRUE Diff: 3 Page Ref: 64 Skill: Concept Objective: 2-2 AACSB: Communication 60) Marketers have generally failed in their efforts to introduce scented marketing practices and products to the American marketplace. Answer: FALSE Diff: 2 Page Ref: 64 Skill: Concept Objective: 2-2 AACSB: Communication 61) Kinsei engineering focuses on the visual sense. Answer: FALSE Diff: 2 Page Ref: 65 Skill: Concept Objective: 2-2 62) A consumer's ability to detect a difference between two stimuli is relative to the strength of those stimuli. Answer: TRUE Diff: 2 Page Ref: 68 Skill: Concept Objective: 2-3 AACSB: Communication 63) The absolute threshold is dependent upon how strong a marketer makes a stimulus. Answer: FALSE Diff: 3 Page Ref: 68 Skill: Concept Objective: 2-3 AACSB: Communication 64) The sound emitted by a dog whistle is too high to be detected by human ears. This is an illustration of a stimulation that is beyond our absolute threshold. Answer: TRUE Diff: 2 Page Ref: 68 Skill: Concept Objective: 2-3 AACSB: Communication19 Copyright © 2011 Pearson Education, Inc. 65) Weber's Law states that the intensity of the stimulus is greater if its duration is increased. Answer: FALSE Diff: 1 Page Ref: 70 Skill: Concept Objective: 2-3 AACSB: Communication 66) Consumers are more likely to be aware of stimuli that relate to their current needs. This is an example of perceptual vigilance. Answer: TRUE Diff: 1 Page Ref: 76 Skill: Concept Objective: 2-3 AACSB: Communication 67) Novelty in the form of interruption intensifies our experiences, increasing our enjoyment of pleasant stimulu and amplifying our dislike of unpleasant stimuli. Answer: TRUE Diff: 2 Page Ref: 78 Skill: Concept Objective: 2-3 AACSB: Communication 68) The location of a product's image on a package influences the way our brains make sense of it; we perceive objects lower in a frame to be heavier than objects higher in the frame and objects on the right side of a frame heavier than those on the left side of the frame. Answer: TRUE Diff: 3 Page Ref: 80 Skill: Concept Objective: 2-5 AACSB: Communication 69) Sarah Palmer realizes she just made a mistake. In her hurried shopping trip, she picked up the yellow plastic squeeze bottle from the grocery store shelf assuming that it was French's mustard. To her dismay, it was the store brand. Her confusion is an illustration of the differential threshold. Answer: TRUE Diff: 2 Page Ref: 68 Skill: Application Objective: 2-3 AACSB: Reflective Thinking20 Copyright © 2011 Pearson Education, Inc. 70) According to the retailer's rule of thumb based on Weber's Law, when a sale catalog is created, the prices (on average) of the products in the catalog should be reduced by about 20 percent. Answer: TRUE Diff: 2 Page Ref: 70 Skill: Application Objective: 2-3 AACSB: Reflective Thinking 71) Alba is dedicated to fitness and nutrition. She rarely eats fast food because of the high calories and low nutritional value. Though Alba is exposed to many advertising messages from fast food restaurants each day, she rarely processes these messages. This is an example of subliminal perception. Answer: TRUE Diff: 2 Page Ref: 73 Skill: Application Objective: 2-4 AACSB: Reflective Thinking 72) You can understand the following uniquely-printed sentence because of the Gestalt principle of closure. Percption is imptant in undrstdng consmr bhavr. Answer: TRUE Diff: 3 Page Ref: 81 Skill: Application Objective: 2-5 AACSB: Communication 73) On Lost, the popular television drama with mysterious and supernatural plotlines, the fictional Hanso foundation sponsors questionable research projects. Many Lost Web sites now sell items bearing the Hanso name and logo. This is an example of hyperreality. Answer: TRUE Diff: 3 Page Ref: 84-85 Skill: Application Objective: 2-6 AACSB: Reflective Thinking 74) Individuals have different absolute thresholds for visual and aural stimuli. This fact supports the statement that subliminal advertising would need to be tailored to the individual in order to be effective. Answer: TRUE Diff: 3 Page Ref: 74 Skill: Critical Thinking Objective: 2-4 AACSB: Analytic Skills21 Copyright © 2011 Pearson Education, Inc. 75) The icons on the restroom doors in a bar in Wyoming were a doe and a buck. This is an excellent example of hyperreality. Answer: FALSE Diff: 3 Page Ref: 83-84 Skill: Synthesis Objective: 2-6 AACSB: Reflective Thinking 76) What is the difference between sensation and perception? Answer: Sensation is the immediate response of sensory receptors (such as the eyes, ears, nose, mouth, and fingers) to such basic stimuli as light, color, odor, texture, and sound. Anything that activates a receptor is called a stimulus. Perception is the process by which people select, organize, and interpret these sensations. The eventual interpretation of a stimu