____ motives emphasize the individual as striving to maintain equilibrium.

Preservation-oriented
_____ advertising is perhaps the fastest-growing alternative media, allowing for exposure to _____ who tend to avoid traditional
media, such as TV. Video game; young males age 18-24
_____ attempts to create an association between a response (e.g., buying a brand) and some outcome (e.g., satisfaction) that
serves to reinforce the response. Operant conditioning
_____ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling).
Classical conditioning
_____ consists of trustworthiness and expertise. Source credibility
_____ indicates motivation or interest in a specific product category, and it can be temporary or enduring. Product involvement
_____ involve(s) the use of an unexpected twist or artful deviation in how a message is communicated either visually in the ad's
picture or verbally in the ad's text or headline. Rhetorical figures
_____ involves incorporating brands into movies, television programs, and other entertainment venues in exchange for payment
or promotional or other consideration, with the goal being to add realism to the scene, give subtle exposure to the brand, and
influence consumers in an unobtrusive manner. Product placement
_____ involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more
engaged and involved. Closure
_____ involves presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli
are perceived as the background. Figure-ground
_____ is a drive state created by consumer interests and needs. Motivation
_____ is a process whereby stimuli are placed into existing categories of meaning. Cognitive interpretation
_____ is a series of activities by which stimuli are perceived, transformed into information, and stored. Information processing
_____ is an individual's characteristic response tendencies across similar situations. Personality
_____ is how a person lives. Lifestyle
_____ is separating a stimulus object from other objects. Isolation
_____ is the assignment of meaning to sensations. Interpretation
_____ is the emotional or feeling response triggered by a stimulus such as an ad. Affective interpretation
_____ is the first strategy a loyal consumer uses when his or her favorite brand is attacked with negative information.
Discrediting
_____ is the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers.
Atmospherics
_____ is the total accumulation of prior learning experiences. Memory
_____ is used by loyal consumers, whereby they "seal off" the negative information as a way to quarantine. Containment
_____ is(are) a stimulus characteristic that refers to the physical arrangement of the stimulus objects and can affect consumer
interpretation and categorization. Organization
_____ is(are) the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information
in working memory as well as to add relevant previously stored information. Elaborative activities
_____ meaning is the conventional meaning assigned to a word such as found in the dictionary. Semantic
_____ meaning is the specific meaning assigned a word by a given individual or group of individuals based on their experiences,
expectations, and the context in which the term is used. Psychological

_____ motives deal with the need to reach satisfying feeling states and to obtain personal goals. Affective
_____ occurs when a response to one stimulus is elicited by a similar but distinct stimulus. Stimulus generalization
_____ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor
nerves. Exposure
_____ occurs when one fast-forwards through a commercial on a prerecorded program, and _____ involves switching channels
when a commercial appears. Zipping; zapping
_____ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for
processing. Attention
_____ percent of women in a study reported in the Dove consumer insight perceived their actual beauty to fall short of their ideal.
98
_____ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms.
Message framing
_____ refers to the capacity of individuals to attend to and process information. Ability
_____ refers to the fact that stimuli positioned close together are perceived as belonging to the same category. Proximity
_____ refers to the manner in which the message is presented. Format
_____ refers to the process of learning to respond differently to similar but distinct stimuli. Stimulus discrimination
_____ refers to the schematic memory of a brand. Brand image
_____ represents the density of stimuli in the environment. Clutter
_____ represents the number of cues in the stimulus field. Information Quantity
A brand name like Charmin with its soft and rounded sounds (compared to the harshness of Scott) is taking advantage of brand
morphemes. FALSE
A closed-in feeling created by a crowded store will result in adaptive strategies that could _____.reduce shopping time, reduce
purchases, and alter the use of in-store information
A consumer who buys a product because a close friend bought one may be fulfilling a _____ motivation. modeling
A consumer who purchases a certain style of clothes to establish and reinforce a unique identity is most likely fulfilling a need for
_____. Expression
A consumer's need for reinforcement is _____. passive and external
A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer
goods is exhibiting _____. a need for uniqueness
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 _____. to categorize
A credible source can enhance message processing and acceptance. TRUE
A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as
a(n) _____. attitude
A local car dealership advertises quite frequently on local broadcast and cable television, and it seems as though the man in the ad
is always yelling for consumers to "Come on downyou'll be glad you did!" This car dealership uses the same type of ad over
and over even though the specific information changes, and consumers tend to shut out the message, evaluate it negatively, or
disregard it. John is so sick of these ads that he instantly changes the channel when one comes on. This is an example of _____.
advertising wearout

A long-running television commercial for Dial soap would show an individual in various situations with other people (e.g., car
pool or elevator). This individual would join the others and look around, appearing to be in discomfort. Then a voice-over would
say, "Aren't you glad you used Dial . . . don't you wish everyone did?" Which type of appeal does this illustrate? fear appeal
A loyal consumer will often use _____ to protect his or her brand by reducing the importance they put on a given attribute.
discounting
A market research study asked consumers to rate themselves with respect to several adjectives, such as happy, cheerful, peaceful,
sad, blue, and depressed. What is this research trying to assess? mood
A market researcher asked Adam to place an "X" on one of the seven spaces that are placed between several sets of adjectives
that best represents how he sees himself on those two opposite adjectives. This is the most common approach to measuring selfconcept and is known as _____. semantic differentials
A market researcher asked Carl about his recollection of a specific exposure event, such as seeing an advertisement, or an
experience, such as driving or riding in an Acura automobile, which was the brand the researcher was interested in. While Carl
could not recall a specific ad and has never traveled in an Acura, he seemed to "know" quite a bit about this brand. Carl described
the brand as "reliable," "high-performance," "luxury," and "expensive." Which type of memory does this represent? implicit
memory
A message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it is called
a(n) _____ stimulus. subliminal
A new study suggests there is a cross-cultural group with similar values and consumption patterns based on luxury known as the
global elite. What are the segments? all of the above
A person who shops a nicer store than normal because he or she is buying a gift is influenced by the _____ characteristic of the
situation. task definition
A series of activities by which stimuli are perceived, transformed into information, and stored is called _____. information
processing
A set of human characteristics that become associated with a brand is referred to as _____. brand personality
A socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic
meaning is referred to as a _____. ritual situation
A store's atmosphere can influence which of the following? all of the above
A substantial amount of brand switching when the current brand is satisfactory may be explained by the _____ motive.
stimulation
A television commercial for the Senseo brand of coffee maker that can make coffee similar to what consumers purchase at coffee
shops (e.g., Starbucks) encourages viewers to remember the experience of drinking their favorite coffee drinks at these types of
shops. This coffee maker allows consumers to experience that sensation at home. What is this marketer trying to encourage?
elaborative activities
A two-sided message presents both good and bad points. TRUE
Accessibility is related to which of the following? all of the above
According to Maslow, all humans acquire a similar set of motives through genetic endowment and social interaction. TRUE
According to Nielsen, product placements on TV work best ________. A and B
According to the consumer insight in your text, "synners" have a neurological condition that crosses two or more senses. TRUE
Action-oriented consumers who strive to express their individuality through their choices and purchase experiences are driven by
which primary motivation? self-expression motivation
Adam was working on a term paper and was exposed to so much information that he devised a classification system to organize
the different sources of information he was using. This reflects which cognitive preservation motive? need to categorize

Addison is a brand manager and wants consumers to form attitudes that are strong, resistant to counter persuasion attempts, more
accessible from memory, and more predictive of behavior. Which route of the elaboration likelihood model should he encourage
consumers to take? central route
Ads that encourage consumers to remember past personal experiences and use language such as "you" and "your" in the copy are
using the strategy of _____ to enhance message involvement. self-referencing
Advertisements and packages for Kellogg's Smart Start breakfast cereal include the seal of the American Heart Association,
indicating that it is a hearty, healthy choice. This seal can influence consumers to purchase this brand because the American Heart
Association has a reputation of trustworthiness and expertise. The seal appearing on packages and in advertisements represents a
_____. third-party endorsement
Advertisements for BC Headache Powders usually show blue-collar workers using this product to obtain fast pain relief caused
by their job (e.g., heavy lifting). Which advertising tactic is BC using to communicate its brand personality? user imagery
Advertisements or sales messages in which only one point of view is expressed are referred to as _____. one-sided messages
Affective interpretation is a process whereby stimuli are placed into existing categories of meaning. FALSE
Affective motives focus on the person's need for being adaptively oriented toward the environment and achieving a sense of
meaning. FALSE
Affective preservation motives include the need for tension reduction, teleological needs, need for expression, and need for ego
defense. FALSE
After a very negative service encounter, Sam vents his emotions and seeks emotional and problem-focused assistance from
others. This is called _____. expressive support seeking
All those factors particular to a time and place that do not follow from knowledge of the stable attributes of the consumer and the
stimulus and that have an effect on current behavior are known as _____. situational influence
Altruists are the global lifestyle segment interested in social issues and the welfare of society. TRUE
Amber tends to be individualistic and prefers to do things her own way. She lives on her own and decides for herself what she
wants to do or how to do things. Which type of self-concept describes Amber? independent self-concept
Among Toyota owners, reliability is a brand personality trait associated with ______. competence
An advertisement for AT&T long distance telephone service split the screen in two and showed a person on each screen talking
on the telephone. Below each person, there was a running total of the cost of the call. At the end of the commercial, the total cost
on the AT&T side was lower than that for the Sprint side. This is an example of which type of ad? comparative ad
An advertisement for the Honda Civic Hybrid featured gas mileage in the subheading (49 city/51 highway). The copy also noted
that owners of this automobile may be eligible for a clean-fuel tax deduction. At the time this ad appeared, gas was more than
$3.00 per gallon, which made the information important to consumers. This is an example of which type of appeal? utilitarian
appeal
An advertisement theme of "do your own thing" is most likely to be based on a need for _____. independence
An advertiser that surrounds its ads with positive programming _____. increases the chances that its information is evaluated
in a more positive light
An advertising theme such as "Serve Pepsi to your friends, they'll love you for it" is most likely based on _____ motivation.
affiliation
An approach to measuring the importance of attitude components that requires consumers to allocate 100 points among the
components such that the distribution of the points reflects the relative importance of the component is _____. none of the above
An experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of joy and selffulfillment is known as a(n) _____. peak experience
Anne appears in a television commercial for a local chiropractor. She tells the audience how she suffered from migraine
headaches several times a month. However, once she started treatment at this particular chiropractor, her headaches disappeared.

She claimed, "I kept expecting them to come back, but they didn't. I have a whole new lease on life, thanks to Peavy
Chiropractic!" Which type of ad is this? testimonial ad
Any change in the content or organization of long-term memory or behavior is known as _____. learning
Any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an
event, when in fact it is not, is known as _____. ambush marketing
Anything that increases the likelihood that a given response will be repeated in the future is considered _____. reinforcement
Appeal characteristics represent _____ a message is communicated. how
Arm & Hammer baking soda has been very successful promoting other uses for this product. Advertisements provide several uses
other than baking, such as removing odors from carpeting, the laundry, and kitty litter boxes. Finding more uses for a product is
known as a(an) _____. expanded usage situation
Associative links in memory schemata contain/house semantic content. FALSE
Atmosphere is referred to as _____ when describing a service business such as a hospital, bank, or restaurant. service-scape
Attempts to develop quantitative measures of lifestyle were initially referred to as _____, which is a term that is frequently used
interchangeably with lifestyle. psychographics
Attention generally _____ across repeated exposures, and repetition often _____ recall. decreases; increases
Attention is determined by three factors: the stimulus, the individual, and the situation. TRUE
Attention is determined by which factor? A, B, and C
Attitude components tend to be _____. consistent
Barbara derives the meaning of herself from her relationships with her family. She has never sought a career of her own, and she
is most happy when she is "taking care of someone." If her grandchildren do not like what is prepared for dinner, she will make
them something else. Which type of self-concept does Barbara have? interdependent self-concept
Barbara is an individual who usually feels restful, serene, comfortable, and soothed. Which emotion is Barbara experiencing?
serenity
Barry decided he needs a new car, so he started looking at commercials on television and ads in magazines as well as visiting
several websites. What type of exposure does this represent? voluntary
Because latent motives often are less than completely socially desirable, _____ are frequently used. indirect appeals
Before doing most things, Erin considers what others will think of her actions and how her behavior will affect them. Others'
opinions and feelings really matter to her, more so than most people she knows. Erin is an example of a(n) _____. high selfmonitor
Beverly went to the store to purchase instant hot chocolate mix for her family. A sign near the hot chocolate directed her to a
specific aisle where she could purchase marshmallows. This is an example of a(n) _____. cross-promotion
Beyond projective techniques, a popular tool for identifying motives is _____. A, B, and CRaymond is conducting motivation
research. He is using _____, which are designed to provide information on latent motives. projective techniques
Binge drinking among college students can be described as a(n) _____. ritual behavior
Bland music that is not dynamic and interesting will most likely stimulate earworms. FALSE
Bob is a consumer who strives for a clear social position and is strongly influenced by the actions, approval, and opinions of
others. He drives an expensive automobile and only buys brands of clothing that are considered "status symbols." Which primary
motivation is driving Bob's behavior? achievement motivation
Brand image refers to the semantic memory of a brand. FALSE

Brands in the schematic memory that come to mind (are recalled) for a specific problem or situation are known as the _____.
evoked set
Broadcast media, particularly television, appear to be better vehicles for comparative advertisements because broadcast lends
itself to more thorough comparisons. FALSE
Caleb learned from his parents that littering was bad, so when he sees someone doing it, he forms an unfavorable impression of
that person. Caleb's learned predisposition to dislike someone who litters represents his _____. attitude
Cameron was searching the Internet for information on digital cameras. He went to a search engine (i.e., Google) and searched
the key words "digital camera." Unbeknownst to him, several banner ads for brands and retailers of digital cameras appeared on
the results page that were activated based on the terms he used in his search. These banner ads are known as _____. smart
banners
Carissa is highly involved is a purchase decision for a new car. She has searched the Internet, visited car dealerships, talked to
friends and family, and paid attention to advertisements. According to the elaboration likelihood model, by which route is Carissa
likely to be persuaded? central route
Carl is doing his homework and has the television on in the background. While it is on, several commercials aired. What stage of
the information-processing model does this represent? exposure
Carl is middle age and single. He has a high school education and works at a hotel as a desk clerk. He lives in a tiny apartment.
Even though he doesn't have a high income, he tries to live an active life attending sporting events, and sometimes he brings a
date with him. To which PRIZM group does Carl belong? Young & Rustic
Carla and her family lost their home and everything in it in to a fire. People would console her by saying that at least her family
was not harmed and that everything else can be replaced. She would reply, "I know it was just stuff, but it was our stuff and was
special to us." This is reflecting Carla's _____. extended self
Carla watches television shows whenever she has time because she uses a digital video recorder to record the shows. When she
watches them, she fast-forwards through the commercials, which is known as _____. zipping
Carmen is double majoring in fashion merchandising and graphic design in college. When she graduates, she wants to design the
physical environment of retail stores, particularly those in women's fashions. She wants to create environments that create
specific mood responses in shoppers. Which field best describes what Carmen wants to do? retail atmospherics
Carmen was participating in a psychographic study, and several questions pertained to activities and interests. Questions
regarding this aspect of lifestyle include which of the following? non-occupational behaviors to which consumers devote time
and effort, such as hobbies, sports, public service, and church
Celebrity endorsers are often a useful way to personify a brand since the characteristics and meanings of the celebrity can be
transferred to the brand. TRUE
Changing behavior prior to changing affect or cognition is based primarily on _____. operant conditioning
Charles was examining his perception of himself as whom he would like to be. Charles is examining his _____. ideal selfconcept
Christina lives in Japan, and she and her friends value adventure, pleasure, and excitement. They are heavy users of electronic
media; are fashion conscious; and like going to restaurants, bars, and clubs. To which global lifestyle segment identified by Roper
Starch Worldwide do Christina and her friends belong? Fun Seekers
Clara was shopping with her friend, Jane, when they both went into a drug store. Clara needed to buy medication for
hemorrhoids, but she was reluctant to do so in front of Jane. Which emotion was Clara probably experiencing in this situation?
embarrassment
Clark and his family normally live paycheck to paycheck. However, this month, they found themselves with a little extra money,
so they decided to go out to a nice restaurant and to a movie. This is an example of the antecedent state of _____. momentary
conditions

Coca-Cola does not advertise during the evening news because the marketer does not want the often-negative information
reported on the news to create a negative feeling toward the brand. Which type of learning creates an association between the
brand and some response? classical conditioning
Color and the nature of the programming surrounding the brand's advertisement are examples of _____ present in the situation
that can play a role in consumer interpretation independent of the actual stimulus. contextual cues
Conflicts between motives are rare. FALSE
Consumer ability to effectively cope with stressful situations relates to the concept of _______. emotional intelligence
Consumer behavior occurs within four broad categories or types of situations: the communications situation, the purchase
situation, the usage situation, and the social situation. FALSE
Consumer motivation and ability are the major individual factors affecting attention. TRUE
Consumers are usually explicitly aware of the role lifestyle plays in their purchase decisions. FALSE
Consumers driven by which primary motivation strive for a clear social position, are strongly influenced by the actions, approval,
and opinions of others, and tend to purchase status symbols? achievement motivation
Consumers have described Apple's products as imaginative and up-to-date. The brand is also considered daring, changing the
traditional media models. Based on this description, which dimension of brand personality best describes Apple? excitement
Consumers in which technology segment are young and established, knowledgeable and confident in their use of new technology,
and just a notch down from Wizards in their enthusiasm for technology? Journeymen
Consumers must directly experience a reward or punishment to learn. FALSE
Consumers typically attend the theater for utilitarian purposes. FALSE
Consumers who actively complain when a product is not satisfactory are probably fulfilling _____ need. an assertion
Consumers who do not place heavy weight on the opinions and feelings of others are called _____. low self-monitors
Consumers who place heavy weight on the opinions and feelings of others are called _____. high self-monitors
Consumers who purchase only popular brands because of insecurity are most likely influenced by the _____ motive. ego-defense
Crowding generally produces which outcome for the retail outlet and the consumer? generally negative outcomes for both
Currently, what percentage of U.S. households has a DVR? 40 percent
Dana is watching television when a commercial for a brand of bathroom cleaner comes on. She is not very interested in the
product category, but the ad was entertaining and made her laugh. As a result, she had a positive attitude toward the brand of
cleaner advertised. According to the elaboration likelihood model, which route to persuasion influenced Dana? peripheral route
David is a retired attorney who is satisfied and comfortable with his life. He keeps informed about the world by reading three
newspapers a day and attends lectures at the senior activity center near his home. He is very content with his life, and he tends to
center his leisure activities around his home. He plans his purchases carefully and looks for functionality, value, and durability in
the products he buys. Which VALS segment best describes David? Thinkers
Decisions made by consumers regarding the _____ situation can create significant social problems as well as opportunities for
marketers. disposition
Dcor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object
are included in which situational characteristic? physical surroundings
Denise tends to experience emotions more strongly than most people, so much so that there are some ads that she cannot even
watch because they make her cry. This trait is known as _____. affect intensity
Determining how products are currently used across situations can help the marketer develop appropriate advertising and
positioning strategies. TRUE

Dolly prefers to be in a large group rather than alone. She is talkative when with others and is very bold. Which personality trait
best describes Dolly? extroversion
Donald has just learned that he has Type II diabetes, so he wants to learn as much as he can to manage his health. He reads health
magazines, visits health-related websites, and reads product nutrition and ingredient information on packages. Donald's strength
of learning is most likely to be strong due to which factor that affects the strength of learning? importance
Dr. Rosenfeld is the doctor on Sunday House Call, a Sunday morning health program on the Fox News channel. Dr. Rosenfeld is
highly esteemed in his field and provides up-to-date medical information for viewers. Sometimes, he recommends specific
products, and Valerie, a regular viewer of the program, trusts what he says or recommends because he doesn't seem to have an
apparent motive to mislead viewers. Which characteristic does Dr. Rosenfeld possess? source credibility
Dual-branding is an alliance in which two brands are put together on a single product. FALSE
Duane is attempting to determine consumers' attitudes toward his restaurant by asking them their beliefs about how his restaurant
performs on several attributes, such as price, ambience, quality of the food, and friendliness of service. Consumers can rate his
restaurant with a score of 1 to 7 for each of these attributes, with 7 being the highest. Duane adds up the scores to see how he
performs, using the assumption that a higher total is better. At a basic level, which type of model is Duane using? multi-attribute
attitude model
Echoic memory is the memory of sounds, including words. TRUE
Elizabeth is 15 years old and is asking her parents for more freedom. She wants to make more of the decisions that affect her,
such as the clothes she wears, how late she can stay out, and what school she attends. This is an example of Elizabeth's need for
_____. autonomy
Emotional advertisements that trigger a positively evaluated emotion will enhance the liking of the ad itself. TRUE
Emotions are rarely accompanied by cognitive thought. FALSE
Erin is very imaginative and appreciative of all types of art. She is very creatively talented, and others come to her for novel
solutions to problems because she tends to "think outside the box." Which core trait best describes Erin? openness to experience
Every year around the 4th of July, families get together and celebrate a family reunion as well as Independence Day. The
Normans, one such family, does this every year, and the party is pretty much the same every year. A cookout is held at one family
member's home, and games for the children are played, such as a three-legged race and an egg toss competition. The family that
wins the overall competition gets to take home a hideous, but meaningful trophy for that year. This is an example of a _____.
ritual situation
Expanded usage situation strategies can produce major sales gains for established products. TRUE
Explicit memory is characterized by the conscious recollection of an exposure event. TRUE
Extroversion, instability, agreeableness, openness to experience, and conscientiousness are dimensions of brand personality.
FALSE
Features of the individual person that are not lasting characteristics, such as momentary moods or conditions, are called _____.
antecedent states
Feelings or emotional reactions to an object reflect the _____ component of an attitude. affective
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
For which type of product is self-image congruity likely to matter more? Perfume
For which type of products can affect, emotions, and Aad play a role in more conscious, high-involvement settings? hedonic
products

For years, American automobiles did not have the level of quality that foreign, particularly Japanese, automobiles had. However,
that has changed, and most automobiles built in the United States have comparable or superior quality compared with imports.
Consumers' attitudes are slow to change, however, and marketers must use which strategy to change the cognitive component of
consumers' attitudes? change beliefs
For years, L'Oreal hair color would say in their ad that L'Oreal is "expensive, but you're worth it." This is an example of which
type of advertisement? two-sided message
For years, the U.S. Army ran an advertising campaign with the tagline, "Be all you can be." To which of Maslow's needs is this
appealing? self-actualization
Format refers to the placement of an object in physical space or time. FALSE
Four basic marketing strategies used for altering the cognitive structure of a consumer's attitude are change beliefs, shift
importance, add beliefs, and change ideal. TRUE
Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be
_____. all of the above
Gertrude is very environmentally conscious, so she only uses paper bags at the grocery store and tries to purchase items in
packages that are recyclable. Her behavior concerns which type of situation? disposition situation
Get the best deals!" is an example of a ______ ad. promotion-focused
Giving out candy to children on Halloween, giving chocolate and roses to sweethearts on Valentine's Day, and wearing green and
drinking green beer on St. Patrick's Day are all examples of _____. ritual situations
Graham is a college student who is impulsive and somewhat rebellious. He seeks out variety and excitement, usually looking for
something new, offbeat, and risky. Even though he was old enough, he didn't vote in the last presidential election and is not very
interested in world events. To which VALS segment does Graham belong? Experiencers
Gwen lives in Dijon, France. To her, French wine is the only wine worth drinking, and she would never consider drinking wine
from California. Gwen is exhibiting _____. consumer ethnocentrism
High-impact zones in print ads and other print documents tend to be more toward the bottom and right of the ad. FALSE
High-involvement learning often involves _____. analytical reasoning
High-involvement learning often involves _____. operant conditioning
How are actual behaviors and response tendencies most often measured? direct questioning
How can accessibility of information stored in long-term memory be enhanced? A, B, and C
How does mere exposure enhance attitudes? through enhanced familiarity
How does music influence consumer behavior? influences mood
How many PRIZM segments are there? 66
If competing brands are comparable in terms of product features (central cues), then consistent with the elaboration likelihood
model, under high involvement, peripheral cues like pleasant music will have no influence on brand preferences. FALSE
In a goal framing setting, a positive frame is generally the most effective. FALSE
In an attempt to alter consumers' cognitive component of their attitude toward the Pepsi brand of cola, a freshness date was added
on the cans. Pepsi wanted consumers to consider this attribute that was never a consideration before. Pepsi was using which
strategy to alter the cognitive structure of a consumer's attitude? add beliefs
In conditioned learning, forgetting is often referred to as _____. extinction
In conditioned learning, forgetting is often referred to as extinction. TRUE
In general, multiple memory nodes are activated simultaneously. TRUE

In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered _____ motives. physiological
In McGuire's classification of motives, which ones focus on the person's need for being adaptively oriented toward the
environment and achieving a sense of meaning? cognitive
In regulatory focus theory, _____ motives revolve around a desire for growth and development and are related to consumers'
hopes and aspirations. promotion-focused
In the United States, a man usually gives a woman a diamond ring for her to wear on her left-hand ring finger when they become
engaged to be married. However, one diamond distributor has developed the idea that women should wear diamonds on their
right hands as well. Marketing communications regarding the Diamond Right Hand Ring stress the independence of women and
their ability to buy a diamond for themselves. One ad claims that a diamond on a left hand says "we," while a diamond on the
right hand says "me." This diamond distributor is attempting to _____. expand the usage situation
In the VALS typology, individuals are classified according to their primary motivations, which are ideals motivation,
achievement motivation, or self-expression motivation. TRUE
In the VALS typology, which primary motivation is characteristic of consumers guided in their choices by their beliefs and
principles rather than by feelings or desire for social approval? ideals motivation
In which situation do marketers attempt to place their ads in appropriate media contexts to enhance their effectiveness?
communications
In which type of ad does a person, generally a typical member of the target market, recount his or her successful use of the
product, service, or idea? testimonial ad
In which type of learning situation does the consumer have little or no motivation to process or learn the material? lowinvolvement learning
In which type of motivational conflict must a consumer choose between two attractive alternatives? approach-approach
Individual characteristics affecting interpretation include traits, learning and knowledge, and expectations. TRUE
Individuals cannot "create" the situations they face. FALSE
Individuals' interpretation of stimuli tend to be consistent with their expectations, an effect referred to as the _____. expectation
bias
Individuals tend to comply with group expectations, particularly when the behavior is visible. TRUE
Individuals with independent self-concepts tend to be _____. Autonomous
Individuals with which type of self-concept are more likely to engage in home and domestic-related activities and entertainment,
including cooking at home and from scratch? inter-dependents
Individuals with which type of self-concept are more likely to seek adventure and excitement through travel, sports, and
entertainment; to be opinion leaders; and to prefer magazines over TV? independents
Individuals with which type of self-concept tend to be obedient, sociocentric, holistic, connected, and relation oriented?
interdependent self-concept
Inner-scope Research recently found that DVR users who zip through TV ads are less "engaged" with the ads than those who did
not. FALSE
Instead of featuring any functional benefits of the product or brand in ads for the iPod, this product was introduced by showing a
silhouette of a person dancing with the white earbuds and holding a white iPod MP3 player. Which type of advertising appeal
does this illustrate? value-expressive appeal
Interpretation is generally a relative process rather than absolute, often referred to as _____.perceptual relativity
James begged his mother to buy him some high-top Converse shoes. When asked why he wanted these shoes, he said that he
wanted them because they were comfortable. He really wanted them because his two best friends have them, and if he had them,

he would be considered "cool," but he didn't want to tell his mother that. Wanting to appear "cool" to his friends represents which
type of motive? latent
James is giving his cousin, Conor, a new video game for his birthday. Which of the following is the most likely reason James is
giving this gift? because it is a ritualized consumption experience
James is interested in just about any type of electronic equipment, such as digital video recorders, computers, and digital cameras.
He subscribes to several magazines devoted to these types of products, and he visits several different websites to learn more
about these products. Which individual factor affecting attention is influencing James to attend to information about these
products? motivation
Janice and her mother were visiting an art gallery, and they were looking at modern art. When they came to one painting, Janice
said, "I like that." When her mother asked her why she liked it, all she could say was, "I don't know, I just like it." Which
component of attitude does this represent? affective
Janice is a 48-year-old married woman who uses technology as a major source of information and shopping. She has a DVD
drive on her computer and enjoys satellite radio, but would do more if she could afford it. To which technology segment does
Janice belong? Apprentices
Jennifer sees herself as a loving, caring mother and wife. She also sees herself as an accomplished professional. Finally, she sees
herself as a good citizen and devoutly religious person who takes the concerns of others seriously and tries to make the world a
better place for those less fortunate than she and her family. This totality of Jennifer's thoughts and feelings about herself is
known as her _____. self-concept
Jessica and her friends are 16 years old like to shop at Aeropostale, which is a clothing store targeted to teens and young adults.
They like to go in that store because there are usually some pretty cute guys working and shopping there. Even though there are
some parents shopping with their teens, the other customers are usually teens like themselves. The other individuals present in
this store represent the _____. social surroundings
John is a salesman and gave one of his customers an expensive watch. Which of the following is the most likely reason John gave
this gift? to elicit a return favor
Jonathon is a career-oriented person. He values predictability over change. Premium products are important to him to show
friends he is successful. To which VALS segment does Jonathon belong? Achievers
Karen went to a movie and was disappointed because the main character died. She prefers happy endings to movies, and this one
really put her in a bad mood for the rest of the day. This movie was in contrast with which need of Karen's? teleological need
Kay was watching American Idol on television when a commercial for toilet tissue came on. She was not motivated at all to
process the information provided in the ad. Which type of learning situation does this represent? low-involvement learning
Kellogg recently dropped Olympic swimmer Michael Phelps as a celebrity endorser. Kellogg's decision was based on
___________. negative behavior involving the celebrity
Kelly is hungry, and this inner force is making him search for the type of food he wants to eat. He decides that an Arby's roast
beef sandwich will satisfy his hunger. This inner force that is compelling him to search for food is known as a(n) _____. motive
Kerri is searching within herself and trying to determine how she would like to be to herself. Kerri is seeking her _____. private
self-concept
Kevin is shy and doesn't really like to be around others. Most of the others from his high school who went to the same college he
did got involved in student organizations (such as fraternities and sororities), business organizations, and religious groups, but
Kevin didn't join anything. Kevin has a low need for _____. affiliation
Kimberly-Clark is interested in mothers' emotional reactions to its Huggies brand of disposable diapers, which usually have
popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in? affective
Laddering is a popular tool for identifying latent motives. TRUE
Learning a concept or the association between two or more concepts in the absence of conditioning is known as _____. iconic
rote learning
Learning cannot occur in the absence of reinforcement. FALSE

Leonard is a hardworking individual who works for himself and can do just about any construction or carpentry job around. He
builds cabinets primarily, but he has also done masonry work. His idea of fun is fixing his truck, and several of his friends and
family have him work on their cars as well. He is unimpressed by material possessions other than those with a practical or
functional purpose. To which VALS segment does Leonard belong? Makers
Leslie was participating in a market research study, and she was asked to list all of the brands of computer printers that come to
her mind. She listed HP, Epson, and Lexmark. These brands represent Leslie's _____. evoked set
Level of involvement is the primary determinant of how material is learned. TRUE
Long-term memory (LTM) is also called working memory. FALSE
Lori reads three newspapers a day and is always reading a book in the evening. She has a high need to engage in thinking, and
she actually enjoys it. She likes to complete crossword puzzles and do other types of word games. Lori has a high need for _____.
cognition
Low-involvement learning often involves _____. all of the above
Madeline has a(n) _____ toward Regular Coke, whereby she simultaneously really likes the taste but also is really negative about
the brand because it has high calories. ambivalent attitude
Magdalena and her family live in a Honduran neighborhood of Queens, New York. She is looking forward to the extravagant
Egyptian-themed party her parents are giving her for her upcoming 15th birthday where she will be carried in on a platform by
six of her classmates. This party will celebrate Magdalena's __________. quinceaera
Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of
Mercedes' _____. brand image
Many of you have probably heard of Banana Republic retail stores and perhaps have shopped there. Many of you may not know
that the store used to look much different than it does today. It used to be more like an adventure, and the merchandise assortment
was more appropriate for a safari. If you've ever seen an Indiana Jones movie, you can get a pretty good idea of what Banana
Republic used to look like. The stores would have a jeep in the store, camouflage netting, and music from the 1940s playing. The
inside had wooden beams and maps hung on the wall that looked like treasure maps. Much of the merchandise was accompanied
by a sign that had a tale of some adventure associated with it. These physical features of the retail environment are referred to as
the _____. store atmosphere
Many store brands use packaging and labeling that is similar to the more expensive national brand. The hope is that the look-alike
package will elicit a similar response in consumers that encourages them to purchase the cheaper store brand. This is an example
of _____. stimulus generalization
Many victims of hurricane Katrina were left without their homes, food, and waterbasic necessities for living. Based on
Maslow's hierarchy of needs, which motives were activated for these individuals? physiological
Marcie will soon be 50 years old, so to pamper herself, she decided to get a massage. With respect to the typology of service
environments, this type of service would be categorized as _____. hedonic
Maria was raised as a Catholic, but she has not been attending church regularly since she moved out of her parents' home into her
own apartment. However, when she does attend mass, she remembers the sequence of events and what she must do (e.g., sit,
kneel, stand, which prayer to say, etc.). Her memory of how an action sequence should occur is known as a(n) _____. Script
Mark is developing the marketing strategy for his business, which is a retail store. He knows that situation characteristics will
interact with his marketing activity. Which of the following is a situation characteristic he needs to consider? task definition
Marketers create needs. FALSE
Marketers do not attempt to change or create consumption patterns associated with rituals. FALSE
Marketers must promote _____ rather than _____, especially for less knowledgeable consumers and for complex products.
benefits; features
Marty is an action-oriented consumer, and he strives to express his individuality through his choices. He purchases products and
services for the experience they can provide him rather than what they might say about him to others. Which primary motivation
is guiding Marty's behavior? self-expression motivation

Maslow's hierarchy of needs includes all EXCEPT which of the following? cognition
Maslow's hierarchy of needs is based on which premise? All of the above are premises within Maslow's hierarchy.
Melanie lives in a small city that does not have a lot of the interesting retail stores. She and her two best friends take a trip twice a
year to places such as Atlanta, Dallas, and Chicago to go shopping. It's so exciting for them to go in some of the stores because
they are so unique, and they have only seen them online or in catalogs. Also, several cities now have lifestyle centers or town
centers that are reminiscent of downtown in bygone days. All of the factors such as dcor, sounds, aromas, lighting, weather, and
configurations of merchandise or other materials surrounding the merchandise that Melanie and her friends make a special trip to
experience comprise which situation characteristic? physical surroundings
Memory of how an action should occur is a special type of schema known as a(n) _____. script
Michelle has been told she has an eye for fashion. She is not afraid to wear brightly colored clothes with strong patterns. She
doesn't need to read Vogue to know what looks good on her. Michelle belongs to the global elite ______ segment of luxury
consumers. Sensation Seekers
Mike is the owner of a restaurant that also has a bar. Based on research that studied the impact of background music on restaurant
patrons, what can Mike expect if he uses slow music in his establishment? larger amount of bar purchases
Mimi is a teenager and wants to be accepted by her friends. In fact, she might act a certain way not because she really wants to,
but rather, she does it because others around her are doing it. The influence these others have on Mimi represent which situational
characteristic? social surroundings
Mitch likes Toyota automobiles because he thinks they have the highest reliability of all automobiles. His belief about Toyota's
reliability represents which component of Mitch's attitude? cognitive
Mood is an example of a momentary condition reflecting a temporary state of being. FALSE
Motives that are either unknown to the consumer or are such that he or she is reluctant to admit them are referred to as _____
motives. latent
Motives that are known and freely admitted are called _____. manifest motives
Motives that are known and freely admitted are called primary motives. FALSE
Need for stimulation is an active, external motive. TRUE
Need for uniqueness reflects an individual difference in consumers' propensity to engage in and enjoy thinking. FALSE
Nick looked up a phone number in the telephone directory, and instead of writing it down, he kept repeating it to himself over
and over until he could punch the numbers and make the call. Which of the following describes what Nick was doing?
maintenance rehearsal
Nike has several models of athletic shoes, and most have high functionality. However, several models are also sleek looking and
can actually make a fashion statement for the wearer as well as performing the functional aspects of the product. By going
beyond the cognitive associations of functionality and attempting to tap consumers' affective reactions, Nike and other marketers
are developing products with _____. aesthetic appeal
Nikki likes to attend the movies, but she is concerned with how expensive ticket prices are getting and the cost of concessions.
She wants to have fun, but she also knows that she needs to save money for college. Which type of motivational conflict is Nikki
experiencing? approach-avoidance
One aspect of purchasing from QVC, one of the cable shopping channels on television, is that the "offer" will expire within a
certain amount of time, creating a sense of urgency among consumers. Teresa watches this channel frequently and admits that this
aspect of the situation does influence her decision to buy something. Which characteristic of the situation is influencing Teresa
and others' behavior? temporal perspective
One critical aspect of attitudes is that all three components tend to be consistent. TRUE
One of the major distinctions of self-concept is between _____ and _____, which is also related to an important value dimension
in the United States and abroad. independent self-concept; interdependent self-concept

One study found that wedding gifts tend to be _____ while birthday gifts tend to be _____. utilitarian; fun
Online marketers attempt simulate "touch" by creating a(n) _____. all of the above
Organizing individual items into groups of related items that can be processed as a single unit is called _____. chunking
Pamela is a consumer who is guided in her choices by her beliefs and principles rather than by feelings or desire for social
approval. She tends to purchase products based on functionality and reliability. Which primary motive is guiding Pamela's
behavior? ideals motivation
Pat is purchasing new tires for his car. He expected to spend $400 or more for these tires, so he started researching on the
Internet. He spent several days learning about this product and studied several consumer magazines (e.g., Consumer Reports). He
decided to purchase Yokohama tires because they were rated the best tire value. Which type of learning situation does this
illustrate? high-involvement learning
Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _____.
interpretation
Personal space and resulting crowding perceptions can vary from culture to culture. TRUE
Personality is an individual's characteristic response tendencies across similar situations. TRUE
Physical surroundings represent the situational characteristic that has the greatest impact on consumption behavior. FALSE
PRIZM organizes its 66 individual segments into broader social and life stage groups. TRUE
Procter & Gamble, the maker of Crest brand toothpaste, has modified this brand to include whiteners. To encourage consumers to
adopt this brand, P&G gave away free samples along with a high-value coupon on the purchase of a tube. The hope was that
consumers would try the brand, purchase it at a discount, and finally buy it at full price. This is an example of _____. staging
Product placement is subliminal. FALSE
Program-length commercials with an 800 number and/or Web address through which to order or request additional information
are known as _____. infomercials
Psychographics is the process managers use to manipulate the physical retail environment to create specific mood responses in
shoppers. FALSE
Quaker Oats contains zero milligrams of sodium. This is an example of what type of belief? feature belief
Rachel is going to the mall to purchase a wedding gift for a co-worker. Based on research, which type of product is she likely to
buy? utilitarian
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.
FALSE
Regulatory focus theory suggests that ____. consumers will react differently depending on which broad set of motives is
most salient
Renee sat down and did some serious soul searching. She wanted to understand her perception of her self-concept of who she is
now. Renee is searching for her _____. actual self-concept
Research has shown that using high levels of fear in advertising such that consumers feel threatened are the most effective.
FALSE
Richard is reassessing his life and asking himself, "How am I seen by others?" He is also asking himself, How would I like to be
seen by others?" Richard is seeking his _____. social self-concept
Richard is studying how various usage situations influence the consumption of his company's products. He conducted qualitative
analyses (i.e., focus group discussions and depth interviews) as well as surveyed a larger sample of consumers to better
understand and quantify how products are used and the benefits sought in the usage situation by the market segment. Richard is
performing the first two steps in an approach to develop _____. situation-based marketing strategies

Robert was studying for an exam and organized lists of things into words that he could remember. For example, he needed to
know five creative advertising strategies and used the first letter of each strategy to form the acronym, AIIEE. He knew what
word each letter stood for and then only had to remember this acronym for the exam. What is Robert doing? chunking
Rod purchased a Porsche to satisfy himself, not to impress others. He sees this car as a reward for his hard work. To which
segment of Porsche owners does Rod belong? Proud Patrons
Ron owns a small retail establishment and is seeking your advice regarding getting shoppers' attention in the store. What should
you recommend to Ron to help him get shoppers' attention? Ron should use warm colors, such as reds and yellows, because
they are more arousing than cool colors.
SAM (Self-Assessment Manikin) is used to assess which component of attitude? affective
Sam doesn't know much about digital video recorders, so when he went shopping for one, he decided on the model that had the
highest price and the best warranty as well as one he had seen a lot of advertising for. Sam used these factors as _____. quality
signals
Sarah is a retired grandmother of two who is resistant to change. Her grandchildren have managed to teach her how to e-mail
them at college, but she doesn't want to do more. To which technology segment does Sarah belong? Novices
Segmenting consumers on the basis of the most important attribute or attributes is called benefit segmentation. TRUE
Segmenting consumers on the basis of their most important attribute or attributes is called _____. benefit segmentation
Self-concept indicates that consumers are relating brand information to themselves. FALSE
Self-concept is the totality of the individual's thoughts and feelings having reference to himself or herself as an object. TRUE
Self-concepts have been categorized into two types, which are _____. independent and interdependent
Self-image congruity influences on brand preference and choice depend on which of the following? A, B, and C
Self-image congruity is likely to matter more when the situation involves public or conspicuous consumption. TRUE
Self-image congruity really doesn't matter much to Sam, particularly because he doesn't usually consider the opinions of others or
their feelings when he acts. Sam would be described as a(n) _____. low self-monitor
Semantic memory is the memory of a sequence of events in which a person participated. FALSE
Sharon has to purchase a gift for her mother and only has this afternoon to do so because her birthday party is that evening. She's
wondering how she will be able get to the mall in time to pick out the perfect gift. This is an illustration of which situation
characteristic? temporal perspective
Shelby wears Tommy Hilfiger clothing and drives an expensive automobile. He likes these types of brands because he feels they
communicate his image to others. These brands are satisfying Shelby's _____. need for expression
Shirley and Bud have been married for almost 50 years, but Shirley can remember their wedding day so clearly. She remembers
how happy she felt that day and how wonderful it was to celebrate their marriage with all of their family and friends. She even
remembers walking down the aisle, seeing her future husband waiting for her, and her father kissing her as he placed her hand in
Bud's. Which type of memory does this represent? episodic memory
Shopping on the Internet provides which important time-related dimension(s)? A and B
Simply presenting a brand to an individual on a large number of occasions to make the individual's attitude toward the brand
more positive is known as _____. mere exposure
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 _____. a brand extension
Smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen are all
examples of products to satisfy consumers' _____ needs. safety
Some consumers are highly susceptible to interpersonal influence, which is a _____. personality trait

Some people are known as "super tasters" because they have a higher concentration of taste buds compared to normal people. As
a result, they tend to dislike the taste of broccoli because they claim it is too bitter. What type of trait is this? physiological
Some people experience emotions more strongly than do others, which is a trait known as _____. affect intensity
Sometimes consumers have difficulty retrieving a specific piece of information because other related information in memory gets
in the way, which is an effect referred to as _____. interference
Sounds of letters and words can symbolize product attributes. TRUE
Spokes-characters can be _____. all of the above
Sponsorship occurs when a company provides financial support for an event. TRUE
Stacy is shopping to purchase new linens for her guest room. Which situational characteristic is influencing her behavior? task
definition
Stan was feeling very tired and hungry in the mid-afternoon, so he ate a Snickers candy bar. Stan is attempting to manage his
_____. momentary condition
Stephanie is a working mother of two children. She has a stressful job, so she makes a point of walking two miles on her
treadmill each day to help her unwind. By doing this, Stephanie is satisfying her _____. need for tension reduction
Stimulus characteristics affecting interpretation include traits, organization, and changes. TRUE
Stimulus discrimination refers to the process of learning to respond differently to similar but distinct stimuli. TRUE
Strong, relatively uncontrollable feelings that affect our behavior are known as _____. emotions
Successful brand leverage generally requires that the original brand have a strong positive image and that the new product fit with
the original product on each of the following four dimensions: complement, substitute, transfer, and image. FALSE
Swiss Miss instant hot chocolate uses images of Winter Olympic athletic events with athletes and fans warming up to a mug of
their instant cocoa. While Swiss Miss is not an official sponsor of the Winter Olympics, consumers viewing the ads might
reasonably infer that they were. What type of marketing is this? ambush marketing
The accessibility effect for brands is called _____. top-of-mind awareness
The affective component of an attitude is one's tendency to respond in a certain manner toward an object or activity. FALSE
The basic knowledge and feelings an individual has about a concept are known as _____. semantic memory
The capacity of STM is thought to be in the range of _____ bits of information. 5 to 9
The cognitive component of attitude consists of a consumer's beliefs about an object. TRUE
The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called
_____. product positioning
The disposition situation can create significant social problems as well as opportunities for marketers. TRUE
The elaboration likelihood model (ELM) of persuasion posits two routes to persuasion: direct route and indirect route. FALSE
The elaboration likelihood model posits two routes to persuasion, which are the _____. central route and peripheral route
The energizing force that activates behavior and provides purpose and direction to that behavior is known as _____. motivation
The extended self consists of self plus others. FALSE
The extended self consists of the self plus _____. possessions
The extent to which an individual includes important brands as part of his or her self-concept is known as(the) _____. brand
engagement
The fact that all aspects of the perception process are extremely selective is referred to as _____. perceptual defenses

The fact that consumers need to attribute cause underlies an area of research known as cognitive theory. FALSE
The idea behind _____ is that different parts of our brain are better suited for focused versus nonfocused attention. hemispheric
lateralization
The independent self-concept emphasizes personal goals, characteristics, achievement, and desires. TRUE
The information processing model has four major steps or stages: exposure, attention, interpretation, and memory. TRUE
The likelihood and ease with which information can be recalled from long-term memory is termed _____. accessibility
The logic underlying the multi-attribute attitude model is that all the components of an attitude are generally inconsistent. FALSE
The manufacturer of the Little Giant Ladder runs a commercial that is 60 minutes long. The inventor of the ladder shows the
versatility and uniqueness of this ladder, and several "regular" people demonstrate how easy it is to use. In fact, this ladder is
more than 20 ladders in one because of the many different ways it can be configured. Viewers can call the 800 number or visit the
website to purchase this product. This is an example of a(n) _____. infomercial
The memory of a sequence of events in which a person participated is called _____. episodic memory
The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the _____.
just noticeable difference
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? operant conditioning
The most complex form of cognitive learning is _____. analytical reasoning
The only aspect of music that influences consumer behavior is tempo. FALSE
The other individuals present in the particular situation are referred to as the _____. social surroundings
The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant by changing the affective component
of their attitude. Which of the following is an appropriate approach to achieve this objective? Use positive music in his
advertisements so that, over time, consumers will transfer the positive affect associated with the music to the restaurant.
The physiological ability of an individual to distinguish between similar stimuli is called _____. sensory discrimination
The presence of close family members during the shopping occasion increases impulse buying more than close friends. FALSE
The process of encouraging partial responses leading to the final desired response is known as _____. shaping
The process of encouraging partial responses leading to the final desired response is known as classical conditioning. FALSE
The purchase decision and consumption process always occur in the context of _____. a specific situation
The reason the consumption activity is occurring is the situation characteristic of _____. task definition
The right 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. FALSE
The simplest form of message framing is attribute framing, where only a single attribute is the focus of the frame. TRUE
The simplest form of message framing where only a single attribute is the focus of the frame is known as _____. attribute
framing
The situation in which consumers receive information has an impact on their behavior and is referred to as the _____ situation.
communications
The situation interacts with the marketing activity and the individual to determine behavior. Which of the following is a
marketing activity? package
The size, shape, and color are specific _____ of the stimulus that can affect interpretation. traits
The source of a communication represents _____. who" delivers the message

The sum of all the physical features of a retail environment is referred to as the _____. Store atmosphere
The technology segment labeled Wizards consists of consumers driven by desire for new technology as a means for improving all
aspects of life. TRUE
The technology segment of consumers labeled Apprentices are disconnected from emerging technology and resistant to change.
FALSE
The tendency of an owner to evaluate an object more favorably than a nonowner is called the _____. mere ownership effect
The tendency of an owner to evaluate an object more favorably than a nonowner is known as the mere ownership effect. TRUE
The tendency of many consumers to discount claims made by salespeople and ads is related to the need _____. to attribute
causation
The tendency of many consumers to discount claims made by salespeople can be explained in part by _____. attribution theory
The terms psychographics and lifestyles are frequently used interchangeably. TRUE
The totality of the individual's thoughts and feelings having reference to himself or herself as an object is known as _____. selfconcept
The VALS segment known as Achievers are strongly traditional and respect rules and authority. FALSE
The VALS segment known as Survivors are primarily concerned about safety and security. TRUE
The value consumers assign to a brand above and beyond the functional characteristics of the product is known as _____. brand
equity
The voluntary and self-selected nature of online offerings where consumers "opt in" to receive email-based promotions is often
referred to as _____. permission-based marketing
The willingness to buy a particular product or service is known as _____. demand
Theories based on which need view the consumer as a problem solver who approaches situations as opportunities to acquire
useful information or new skills? utilitarian need
There is evidence that affect or brand preference may be increased by mere exposure. TRUE
Thomas is studying for a vocabulary exam by merely repeating the words and their definitions over and over. Which type of
cognitive learning is this? iconic rote learning
To better understand a consumer's behavior, we must know about the consumer, about the primary stimulus object, and about the
situation. TRUE
To understand a consumer's behavior, we must know about the _____. A, B, and C
Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of _____. spokes characters
Toyota offers a hybrid version of its popular Highlander mid-sized SUV. The advertising for this car features the positive benefits
of owning a hybrid, but it fails to mention that the Hybrid is considerably more expensive than the conventional version of the
model. This is an example of a(n) _____. one-sided message
Transient feeling states that are generally not tied to a specific event or object are known as _____. moods
Two prominent sets of motives under regulatory focus theory are termed _____. promotion and prevention
Under conditions of crowding, consumers tend do to all of the following EXCEPT _____. make more demands on the sales
personnel
Under conditions of crowding, consumers tend to _____. all of the above
Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of _____. chunking

Value-expressive appeals involve informing the consumers of one or more functional benefits that are important to the target
market. FALSE
Vanity Fair, the makers of Lee jeans, learned from market research that young men perceived the brand as being for women. As a
result, they developed an advertising campaign targeted to young men and used Buddy Lee, which is a little doll in dungarees that
is portrayed as "cool," to alter this market's perception of this brand. Vanity Fair's deliberate decision to significantly alter the way
the market views its brand is an example of _____. product repositioning
Visual art in an ad (art infusion) has the ability to _____. increase brand image
Walker and his wife have two children. They have purchased a new computer for their household every four years or so for
almost 20 years. When Walker purchases a new one, usually for him to be able to work at home, one of his children will get the
old one. However, they have a few old computers sitting in the attic and garage because Walker doesn't really know how to get
rid of them. This is an example of which type of situation? disposition situation
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
What are the major individual factors affecting attention? motivation and ability
What are the two basic forms of conditioned learning? classical and operant
What are the two dimensions of the VALS typology of consumers? primary motivation and resources
What are two important long-term memory structures? schema and scripts
What do Hispanic girls celebrate when they are 15 years old? A and C
What is the most common measurement approach to measuring self-concept? semantic differential
What is the premise underlying geodemographic analyses? Lifestyle, and thus consumption, is largely driven by demographic
factors.
When a communication leads consumers to believe something about the product that is not true even though it doesn't present a
direct false claim, this is known as _____. claim-belief discrepancy
When a teenager says, "It's cool," his friends understand that he's not talking about the temperature. In this case, the meaning of
the word, "cool," is based on its _____ meaning. psychological
When asked what the concept "New Year's" meant to Holly, she mentioned the following: party, holiday, new beginning, football,
fun, resolution, and winter. Holly's basic knowledge and feelings she has about this concept comprises her _____. semantic
memory
When asked why he bought a specific automobile, Jeremy replied that is has good gas mileage, is rated one the best cars in terms
of safety, and is in a moderate price range. These reasons reflect Jeremy's _____ motives. manifest
When considering consumers' ideal levels of performance on attributes when using a multi-attribute attitude model, which
attitude index is best? 0
When consumers do not directly experience a reward or punishment to learn but instead observe the outcomes of others'
behaviors and adjust their own accordingly, which type of learning has occurred? vicarious learning
When consumers see the new product (i.e., brand extension) as requiring the same manufacturing skills as the original, successful
brand leverage is more likely. Which dimension is this referring to? transfer
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
When Joan sees an ad with a kitten or puppy, she always pays attention because seeing them makes her feel so happy. This
emotional or feeling response triggered by the ads is known as _____. affective interpretation

When orange juice manufacturers attempted to expand the various times of day when consumers would see orange juice as an
appropriate beverage to consume, they were trying to influence which situation? usage
Which characteristic of a logo has been found to lead to higher levels of logo liking? symmetrically balanced
Which color(s) is(are) arousing? A and B
Which component of attitude represents one's tendency to respond in a certain manner toward an object or activity? behavioral
Which component of attitudes consists of a consumer's beliefs about an object? cognitive
Which component of memory is also referred to as working memory and is that portion of total memory that is currently
activated or in use? short-term memory
Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific
direction to that response? motive
Which consumer technology segment is mature, is retired, has a low household income, and is confused by technology?
Apprentices
Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and
touchy? instability
Which dimension of self refers to how I am or would like to be to myself? private self-concept
Which dimension of self-concept refers to the individual's perception of who I am now? actual self-concept
Which dimension of self-concept refers to the individual's perception of who I would like to be? ideal self-concept
Which emotion would be classified under the "arousal" dimension of emotion? distraction
Which factor affecting attention includes stimuli in the environment other than the focal stimulus (i.e., the ad or package) and
temporary characteristics of the individual that are induced by the environment, such as time pressures or a crowded store?
situational factors
Which global elite luxury segment loves prestige brands? Conspicuous Consumers
Which global lifestyle segment values duty, tradition, faith, obedience, and respect for elders? Devouts
Which group needs to understand how situational influences affect consumers' disposition decisions? A, B, and C
Which group of consumers is better able to chunk product information? product experts
Which motives emphasize development? growth
Which motives reflect needs for observable cues or symbols that enable people to infer what they feel and know? need for
objectification
Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group acceptance? belongingness
Which need is activated when one's identity is threatened, motivating the person to protect his or her self-concept and utilize
defensive behaviors and attitudes? need for ego defense
Which need results in the consumer playing various roles and gaining pleasure from adding new, satisfying roles and by
increasing the significance of roles already adopted? need for identification
Which of Maslow's needs involves the desire for self-fulfillment, to become all that one is capable of becoming? selfactualization
Which of Maslow's needs reflects individuals' desires for status, superiority, self-respect, and prestige? esteem
Which of the following also includes a situation-specific component? involvement
Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts? concepts

Which of the following are antecedent states? moods and momentary conditions
Which of the following are components of the physical environment? colors, aromas, music, and crowding
Which of the following are the two interrelated components of memory? short-term and long-term memory
Which of the following can be a component of a multi-attribute model? all of the above
Which of the following characteristics influencing interpretation represents factors beyond the stimulus itself? Situational
Which of the following do marketers need to be concerned about with respect to using celebrities as company spokespersons? A,
B, and C
Which of the following enhances the strength of learning? all of the above
Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related
or associated? combining
Which of the following is a characteristic associated with emotions? Emotions are often triggered by environmental events.
Which of the following is a common technique for inducing trial behavior? all of the above
Which of the following is a dimension of a consumer's self-concept? all of the above
Which of the following is a factor that may account for inconsistencies between measures of beliefs and feelings and
observations of behavior? all of the above
Which of the following is a global lifestyle segment identified by Roper Starch Worldwide? Altruists
Which of the following is a lifestyle segment of Porsche owners? Bon Vivants
Which of the following is a major PRIZM life stage group? Family Life
Which of the following is a major PRIZM social group? urban
Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant
or interesting? involvement
Which of the following is a negative emotion influenced by both the product (e.g., hearing aids, feminine hygiene products) and
the situation? embarrassment
Which of the following is a reason consumers give gifts? all of the above
Which of the following is a situation in which consumer behavior occurs? all of the above
Which of the following is a situational characteristic? temporal perspective
Which of the following is a situational factor affecting attention? program involvement
Which of the following is a step in the approach for developing situation-based marketing strategies that was given in the
textbook? All of the above are steps for developing situation-based marketing strategies.
Which of the following is a strategy for altering the cognitive component of a consumer's attitude? all of the above
Which of the following is a strategy to reduce competitive interference? provide external retrieval cues
Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement?
elaboration likelihood model
Which of the following is a type of cognitive preservation motive? need for objectification
Which of the following is a VALS segment of consumers? Believers
Which of the following is a way that gifts communicate symbolic meaning? All of the above ways communicate the symbolic
meaning of a gift.

Which of the following is an ability factor related to attention that may require less attention to the brand's ads by an individual
due to that individual's high existing knowledge? brand familiarity
Which of the following is an approach used by marketers to increase consumers' affect toward their brand? A, B, and C
Which of the following is an individual characteristic that influences interpretation? expectations
Which of the following is an individual factor that can influence attitude change? consumer knowledge
Which of the following is considered a dimension of brand personality? all of the above
Which of the following is considered a stimulus factor affecting attention? position
Which of the following is considered an individual factor affecting attention? motivation
Which of the following is considered an outward expression of one's self-concept? lifestyle
Which of the following is FALSE regarding ad avoidance? Females are more likely to avoid ads than males.
Which of the following is FALSE regarding how emotional responses to advertising influence consumer behavior? While
emotional content in advertisements may increase attention, emotional messages have not been found to be processed
more thoroughly than neutral messages.
Which of the following is FALSE regarding the central route to persuasion in the elaboration likelihood model? Persuasion
operates through classical conditioning.
Which of the following is NOT a consumption response? task definition
Which of the following is NOT a core trait in the Five-Factor Model of personality? reliability
Which of the following is NOT a factor accounting for inconsistencies between measures of beliefs and feelings and observations
of behavior? failure to consider negative reactions
Which of the following is NOT a global lifestyle segment identified by Roper Starch Worldwide? Rustics
Which of the following is NOT a key situational dimension or characteristic that influences consumer behavior? alternative
evaluation
Which of the following is NOT a primary motivation on which the VALS typology is based? realist motivation
Which of the following is NOT a reason celebrity sources are effective? Celebrities are physically attractive, and research has
shown that individuals will agree with a physically attractive person regardless of the message or their own initial
attitude.
Which of the following is NOT a situation in which consumer behavior occurs? All of the above are situations in which
consumer behavior occurs.
Which of the following is NOT a situational characteristic influencing interpretation? All of the above are situational
characteristics influencing interpretation.
Which of the following is NOT a specific learning theory? schematic
Which of the following is NOT a step in the information-processing model? comparison
Which of the following is NOT a type of cognitive learning? operant
Which of the following is NOT a way emotional ads may enhance persuasion? All of the above are ways emotional ads may
enhance persuasion.
Which of the following is NOT an advertising tactic used to communicate brand personality?length of the ad
Which of the following is NOT an individual characteristic influencing consumer behavior? Task definition
Which of the following is NOT an individual characteristic that influences interpretation? organization

Which of the following is NOT considered a stimulus factor affecting attention? clutter
Which of the following is NOT considered an emotional dimension? Feeling
Which of the following is NOT one of Experian's technology profiles? Enthusiasts
Which of the following is NOT used to classify McGuire's psychological motives? Is the outcome of the behavior temporary
or permanent?
Which of the following is one of Experian's technology profiles based on an extensive analysis of attitudes, lifestyle, and
adoption and usage patterns related to technology? all of the above
Which of the following is the FIRST step in the approach for developing situation-based marketing strategies? Use observational
studies, focus group discussions, depth interviews, and secondary data to discover the various usage situations that
influence the consumption of the product.
Which of the following is the primary determinant of how material is learned? level of involvement
Which of the following is Toyota doing to fix its image problem? of the above
Which of the following is TRUE regarding consumers who are highly involved in a specific product category? All of the above
are true.
Which of the following is TRUE regarding value-expressive versus utilitarian appeals? Utilitarian appeals are most effective
for functional products.
Which of the following is typically included in a psychographic or lifestyle study? all of the above
Which of the following is used to understand a consumer's cognitive component of attitude? Multi-attribute attitude model
Which of the following is(are) designed to provide information on latent motives? projective techniques
Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert?
sponsorship
Which of the following offers marketing managers a useful technique for measuring and developing a product's position by
taking consumers' perceptions of how similar various brands or products are to each other and relating these perceptions to
product attributes? perceptual mapping
Which of the following PRIZM factors is determined by population density, relates to where people live, and is strongly related
to the lifestyles people lead? urbanicity
Which of the following provides learning experiences that affect the type of lifestyle people seek and the products they consume?
all of the above
Which of the following refers to the continual repetition of a piece of information in order to hold it in current memory for use in
problem solving or transferal to long-term memory? maintenance rehearsal
Which of the following reflects temporary states of being rather than temporary states of mind? momentary conditions
Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations?
personality
Which of the following services would be classified as having an extended hedonic consumption purpose? cruise
Which of the following stages of the information-processing model constitute(s) perception? exposure, attention, and
interpretation
Which of the following statement is TRUE regarding comparative advertising? Audience characteristics, especially brand
loyalty associated with the sponsoring brand, are important.
Which of the following statements adequately reflects the concept of attitude component consistency? A change in one attitude
component tends to produce related changes in the other components.

Which of the following statements is FALSE regarding crowding as a situational characteristic? Crowding is unpleasant
regardless of a consumers' culture.
Which of the following statements is FALSE regarding humorous appeals? Humorous ads are low risk because they tend to
translate well across situations and cultures.
Which of the following statements is FALSE regarding ritual situations? Marketers cannot change or create consumption
patterns associated with ritual situations.
Which of the following statements is FALSE regarding schemas? Once an associative link is formed, it is permanent.
Which of the following statements is FALSE regarding self-concept and culture? Those aspects of the self that are most valued
and most influence consumption and other behaviors do not vary across cultures.
Which of the following statements is FALSE regarding short-term memory (STM)? STM is a static structure.
Which of the following statements is FALSE regarding situational factors affecting attention? Motivation and ability are two
major situational factors affecting attention.
Which of the following statements is FALSE regarding stimulus factors and attention? Attention generally increases across
repeated exposures, particularly when those exposures occur in a short period of time.
Which of the following statements is TRUE regarding moods? and brand attitudes are often influenced in a mood-congruent
manner.
Which of the following statements is TRUE regarding stimulus position and attention with respect to advertising? For U.S.
readers, high-impact zones in print ads and other print documents tend to be more toward the top and left of the ad.
Which of the following statements is TRUE regarding subliminal stimuli? A subliminal ad is different from a "normal" ad in
that it "hides" key persuasive information within the ad by making it so weak that it is difficult or impossible for an
individual to physically detect.
Which of the following statements is TRUE? All of the above are true.
Which portion of total memory is devoted to permanent information storage? long-term memory
Which PRIZM segment consists of consumers who are evolving into older "empty-nester" couples as their children grow up and
leave home; live in older, stable neighborhoods with pools and patios in their backyard; and are white-collar professionals? Pools
& Patios
Which PRIZM social group is characterized by smaller, less densely populated cities or satellites to major cities? Second City
Which segment of Experian online shoppers is driven by the desire for new technology as a means for improving all aspects of
life? Wizards
Which set of motives deals with our need to determine who or what causes the things that happen to us? need for attribution
Which side of the brain deals with pictorial, geometric, timeless, and nonverbal information without the individual being able to
verbally report it? Right
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? left
Which situation involves consumers disposing of products or product packages after or before product use? disposition situation
Which situational characteristic deals with the effect of time on consumer behavior? temporal perspective
Which strategy for overcoming the barriers presented by DVR involves holding the ad visual relatively constant while the ad is
fast-forwarded through by the viewer? still-frame ads
Which technology segment is characterized by the statement "technology is life"? These folks are enthusiastic and adventurous
users of new technology. Wizards
Which term is often used interchangeably with the term "motivation"? need

Which term is used to refer to the liking/disliking aspect of a specific feeling? affect
Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products?
consumer ethnocentrism
Which type of ad directly compares the features or benefits of two or more brands? comparative ad
Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments?
emotional ad
Which type of advertisement or sales presentation presents both good and bad points? two-sided message
Which type of appeal attempts to build a personality for the product or create an image of the product user? hedonic appeal
Which type of appeal involves informing the consumer of one or more functional benefits that are important to the target market?
utilitarian appeal
Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or behaviors are not altered? fear appeals
Which type of conditioning requires that consumers first engage in a deliberate behavior (i.e., trying the product) and come to
understand its power in predicting positive outcomes that serve as reinforcement? operant conditioning
Which type of industry has developed around the use of ambient scents? environmental fragrancing
Which type of learning encompasses all the mental activities of humans as they work to solve problems or cope with situations?
cognitive learning
Which type of learning situation is one in which the consumer is motivated to process or learn the material? high-involvement
learning
Which type of memory involves the nonconscious retrieval of previously encountered stimuli? implicit memory
Which type of memory is characterized by the conscious recollection of an exposure event? explicit memory
Which type of memory is viewed as an unlimited, permanent storage that can store numerous types of information such as
concepts, decision rules, processes, affective (emotional) states, and so forth? long-term memory
Which type of memory structure is a complex web of associations? schema
Which type of message framing stresses either the positive outcomes of performing a behavior or the negative outcomes of not
performing a behavior? goal framing
Which type of processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile
(touch) sensations? imagery processing
Which type of reasoning allows consumers to use an existing knowledge base to understand a new situation or object? analogical
reasoning
Which type of self-concept emphasizes family, cultural, professional, and social relationships? interdependent self-concept
Which type of self-concept emphasizes personal goals, characteristics, achievements, and desires? independent self-concept
Which VALS segment consists of consumers who are strongly traditional, conservative, and motivated by ideals? Believers
Which VALS segment of consumers comprises successful, sophisticated, active, take-charge people with high self-esteem and
abundant resources who are driven by a mix of motivations? Innovators
Which VALS segment of consumers is style conscious and trendy, has limited income, and feels life isn't fair? Strivers
Which VALS segment of consumers leads the most constricted lives, living simply on limited incomes with a focus on safety and
security? Survivors
While any given advertisement for a product may focus on only one or a few purchasing motives, the _____. B and C

Whole Foods supermarkets have been described as down-to-earth, honest, wholesome, and cheerful. Which dimension of brand
personality does this represent? sincerity
Why are the SAM and Ad-SAM measures effective across cultures? because the pictorial representations don't require
translation or alteration
With respect to the specific lifestyle scheme developed by Porsche, which segment of consumers is ambitious and driven, values
power and control, and expects to be noticed? Top Guns
With respect to the typology of service environments, a bank would be categorized as _____. utilitarian
Young Digerati, Blue Blood Estates, and Golden Ponds are examples of PRIZM segments. TRUE
Zipping, zapping, and muting are mechanical ways for consumers to selectively avoid exposure to advertising messages, often
referred to as ad avoidance. TRUE
Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages,
often referred to as _____. ad avoidance