Q&A Hero

Q: By keeping the blue triangle in the corner and the Nabisco name on several similar Nabisco snack products, Nabisco is attempting to capitalize on stimulus generalization.

Q: There are two types of learning: concrete and abstract.

Q: Maslow's hierarchy of needs categorizes human needs into four levels: physiological needs, safety needs, social needs, and esteem needs.

Q: Selective exposure occurs when consumers change information that conflicts with their feelings or beliefs.

Q: While lifestyle research is useful for describing individual consumers, it is not useful for segmenting consumer groups.

Q: Laurie would like to be perceived by her friends as fashionable and trendy. This would be considered her self-image.

Q: The socialization process involves adopting the values of the culture in which a person was raised and is usually strongly influenced by the family.

Q: Opinion leaders are often the first to try new products and services.

Q: A newly hired employee at an advertising agency chose the clothes she purchased for work by observing the clothes she saw worn in The Apprentice, a popular television reality show. In this example, the women hoping to work for Donald Trump served as primary reference groups.

Q: The United States, unlike some other countries, does not have a status structure or social class system.

Q: In general, detailed, informative advertisements are most effective for high-involvement products because consumers actively search for additional information prior to making their decisions.

Q: Noah perceives the purchase of a tattoo to be a socially risky decision because he thinks people will judge him unfairly if he has a tattoo. Hayley, however, does not perceive getting a tattoo as particularly risky behavior. As far as social risk is concerned, getting a tattoo will be a higher-involvement activity for Noah than for Hayley.

Q: The purchase of products like soft drinks, cleaning products, and gasoline generally exemplify routine response behavior.

Q: There are several tools marketing managers can use to increase cognitive dissonance, which enhances consumers' attitude toward their brand.

Q: When Alan buys rock-climbing equipment, he will only buy Black Diamond, Petzl, Edelweiss, or Wild Country brands even though other brands exist. These listed brands make up Alan's awareness set.

Q: Once an individual's evoked set has been established, evaluation of those alternatives will determine what information must be obtained during the information search.

Q: A stimulus is a unit of input from either an external or internal source that can affect sight, smell, taste, touch, or hearing

Q: If consumer behavior is not well understood, a marketer will have difficulty creating an appropriate marketing mix.

Q: Compare and contrast beliefs and attitudes.

Q: Define stimulus generalization and stimulus discrimination and give an example of how each is used.

Q: Define each level of Maslow's hierarchy of needs. For each of the five levels, briefly describe a marketing message appealing to this need level.

Q: Define perception and describe the three types of selective perception. Use personal examples in your discussion.

Q: Define self-concept. Choose a product (i.e., a good, service, or idea), and use that product to illustrate how a marketer would apply the idea of self-concept to market the product.

Q: List and briefly describe the five different roles various family members can play to influence the purchase decision-making process when deciding on a family vacation.

Q: List and briefly describe the types of reference groups and discuss how these groups influence the consumer decision-making process.

Q: What is the difference between culture and subculture? Why do marketing managers need to understand culture and subculture?

Q: Assume you have been invited to join a social club whose members typically wear leather bombardier jackets. You have never bought or worn a leather jacket before. List and briefly describe four factors that could influence your level of involvement in the purchase of the leather jacket. How involved will you be in this purchase and why?

Q: What is extensive decision making? Discuss the purchase of a product that you would use extensive decision making when purchased for the first time and would require limited decision making in subsequent purchases.

Q: Assume you have gone to the corner convenience store to pick up your usual brand of potato chips. What type of decision making will take place? How would this differ from the decision making that would take place if the store was out of your regular brand?

Q: Define cognitive dissonance and describe how can consumers and marketers can reduce it.

Q: Assume you have decided to purchase a new automobile. Describe your internal information search. Then name the two types of external information sources. For each source, give two specific examples of information sources you might use.

Q: You have decided to work all summer to save money for the ultimate $2,000 high-definition television with surround sound. Trace the steps of your decision process for purchasing your new television.

Q: Why do marketers study consumer behavior?

Q: NARRBEGIN: College DecisionCollege DecisionJuan is a senior in high school and is deciding which university to go to after he graduates. He has received several pieces of mail from local universities with information on scholarship opportunities because he has a good GPA and a high ACT score. He and his parents have visited several schools and talked to advisors regarding his chosen major, marketing. Juan is thinking about going to the local community college where all of his friends are planning to go, but his parents want him to go to a more prestigious school because they think he will get a better education there.NARRENDRefer to College Decision. Juan's parents' opinion that he will get a better education if he attends a prestigious school rather than a community college is an example of:a. selective distortionb. selective retentionc. selective exposured. selective biase. selective attitude

Q: NARRBEGIN: College DecisionCollege DecisionJuan is a senior in high school and is deciding which university to go to after he graduates. He has received several pieces of mail from local universities with information on scholarship opportunities because he has a good GPA and a high ACT score. He and his parents have visited several schools and talked to advisors regarding his chosen major, marketing. Juan is thinking about going to the local community college where all of his friends are planning to go, but his parents want him to go to a more prestigious school because they think he will get a better education there.NARRENDRefer to College Decision. Juan's friends might influence him to go to the local community college. What type of reference group characterizes his friends?a. indirectb. primaryc. secondaryd. aspirationale. nonaspirational

Q: NARRBEGIN: College DecisionCollege DecisionJuan is a senior in high school and is deciding which university to go to after he graduates. He has received several pieces of mail from local universities with information on scholarship opportunities because he has a good GPA and a high ACT score. He and his parents have visited several schools and talked to advisors regarding his chosen major, marketing. Juan is thinking about going to the local community college where all of his friends are planning to go, but his parents want him to go to a more prestigious school because they think he will get a better education there.NARRENDRefer to College Decision. Juan's parents and friends would be classified as _____ factors influencing his decision.a. culturalb. socialc. individuald. psychologicale. primary

Q: NARRBEGIN: College DecisionCollege DecisionJuan is a senior in high school and is deciding which university to go to after he graduates. He has received several pieces of mail from local universities with information on scholarship opportunities because he has a good GPA and a high ACT score. He and his parents have visited several schools and talked to advisors regarding his chosen major, marketing. Juan is thinking about going to the local community college where all of his friends are planning to go, but his parents want him to go to a more prestigious school because they think he will get a better education there.NARRENDRefer to College Decision. One person who Juan has seeking advice from is his guidance counselor, Mr. More, at school. Mr. More is respected by students and parents alike and knows a lot about the schools Juan is considering. Mr. More can be considered a(n):a. influencerb. deciderc. opinion leaderd. gatekeepere. market maven

Q: NARRBEGIN: College DecisionCollege DecisionJuan is a senior in high school and is deciding which university to go to after he graduates. He has received several pieces of mail from local universities with information on scholarship opportunities because he has a good GPA and a high ACT score. He and his parents have visited several schools and talked to advisors regarding his chosen major, marketing. Juan is thinking about going to the local community college where all of his friends are planning to go, but his parents want him to go to a more prestigious school because they think he will get a better education there.NARRENDRefer to College Decision. Juan has narrowed his decision down to three schools. These schools comprise Juan's _____ set.a. primaryb. elitec. exclusived. awarenesse. evoked

Q: NARRBEGIN: College DecisionCollege DecisionJuan is a senior in high school and is deciding which university to go to after he graduates. He has received several pieces of mail from local universities with information on scholarship opportunities because he has a good GPA and a high ACT score. He and his parents have visited several schools and talked to advisors regarding his chosen major, marketing. Juan is thinking about going to the local community college where all of his friends are planning to go, but his parents want him to go to a more prestigious school because they think he will get a better education there.NARRENDRefer to College Decision. The direct mail pieces with scholarship information that schools are sending to Juan are examples of which type of information sources?a. marketing-controlledb. nonmarketing-controlledc. service-orientedd. internale. selective

Q: NARRBEGIN: InterfaceInterfaceInterface, a manufacturer of floor covering products, has recently entered into an agreement with Cargill, Inc. and Dow Chemical Company to develop a carpeting manufactured from corn fiber, rather than the traditional nylon. Interface hopes to develop a biodegradable carpet tile that will be sold to the public at prices only slightly higher than nylon carpet tiles. Interface's CEO has repeatedly said the mission of his company is to look for manufacturing materials that are renewable and are not petroleum dependent.NARRENDRefer to Interface. Influencing consumers that petroleum-based carpeting is bad for the environment and that the new fibers are better for the environment will involve which attitude-change strategy by marketers?a. change the belief about all other attributes but this oneb. change the relative importance on beliefs about this attributec. change the productd. use comparative adse. get consumers to recognize a need

Q: NARRBEGIN: InterfaceInterfaceInterface, a manufacturer of floor covering products, has recently entered into an agreement with Cargill, Inc. and Dow Chemical Company to develop a carpeting manufactured from corn fiber, rather than the traditional nylon. Interface hopes to develop a biodegradable carpet tile that will be sold to the public at prices only slightly higher than nylon carpet tiles. Interface's CEO has repeatedly said the mission of his company is to look for manufacturing materials that are renewable and are not petroleum dependent.NARRENDRefer to Interface. Which of the following is an example of a cultural influence on consumer buying decisions?a. personality of the buyerb. how much the buyer knows about actions he or she can take to save the environmentc. lifestyle of the buyerd. the buyer's motivation for buying the corn-fiber carpet tilee. the acceptance of green marketing among a society

Q: NARRBEGIN: InterfaceInterfaceInterface, a manufacturer of floor covering products, has recently entered into an agreement with Cargill, Inc. and Dow Chemical Company to develop a carpeting manufactured from corn fiber, rather than the traditional nylon. Interface hopes to develop a biodegradable carpet tile that will be sold to the public at prices only slightly higher than nylon carpet tiles. Interface's CEO has repeatedly said the mission of his company is to look for manufacturing materials that are renewable and are not petroleum dependent.NARRENDRefer to Interface. To reduce potential _____, Interface could include a letter in every box of corn-fiber carpet tiles congratulating the buyer on helping to protect the environment.a. cognitive dissonanceb. buyer repentancec. consumer affectationd. affective dissonancee. consumer cognition

Q: NARRBEGIN: InterfaceInterfaceInterface, a manufacturer of floor covering products, has recently entered into an agreement with Cargill, Inc. and Dow Chemical Company to develop a carpeting manufactured from corn fiber, rather than the traditional nylon. Interface hopes to develop a biodegradable carpet tile that will be sold to the public at prices only slightly higher than nylon carpet tiles. Interface's CEO has repeatedly said the mission of his company is to look for manufacturing materials that are renewable and are not petroleum dependent.NARRENDRefer to Interface. Which of the following is the BEST example of a nonmarketing-controlled information source for floor tiling?a. a store display showing the various colors of tiles availableb. an ad in Better Homes & Gardens for floor tilesc. a salesperson at a store that specializes in floor coveringsd. a brochure explaining why the corn-based floor tiles are superior to nylon onese. a discussion with co-workers about the best floor tiles to buy

Q: NARRBEGIN: InterfaceInterfaceInterface, a manufacturer of floor covering products, has recently entered into an agreement with Cargill, Inc. and Dow Chemical Company to develop a carpeting manufactured from corn fiber, rather than the traditional nylon. Interface hopes to develop a biodegradable carpet tile that will be sold to the public at prices only slightly higher than nylon carpet tiles. Interface's CEO has repeatedly said the mission of his company is to look for manufacturing materials that are renewable and are not petroleum dependent.NARRENDRefer to Interface. A consumer who was in the market for floor covering would be most likely to locate information on the biodegradable floor tiles during which stage of the consumer decision-making process?a. evaluation of alternativesb. internal information searchc. external information searchd. need recognitione. postpurchase behavior

Q: NARRBEGIN: DaycareDay CareFiona is considering a day-care facility for her five-week-old daughter Kate. She has been visiting day-care centers for the past two weeks and has interviewed caregivers at eight different centers. It is extremely important to Fiona that Kate be stimulated intellectually and fed according to schedule. After considering all eight day-care centers, Fiona chose PerfectCare. While she is quite pleased with her choice, she does continue to wonder if she made the correct decision.NARRENDRefer to Day Care. Shannon, Fiona's best friend, recommended PerfectCare because she takes her daughter there. Shannon was acting as a(n):a. family memberb. opinion leaderc. dissociative referenced. busybodye. gatekeeper

Q: NARRBEGIN: DaycareDay CareFiona is considering a day-care facility for her five-week-old daughter Kate. She has been visiting day-care centers for the past two weeks and has interviewed caregivers at eight different centers. It is extremely important to Fiona that Kate be stimulated intellectually and fed according to schedule. After considering all eight day-care centers, Fiona chose PerfectCare. While she is quite pleased with her choice, she does continue to wonder if she made the correct decision.NARRENDRefer to Day Care. The process Fiona went through in selecting a day-care facility for Kate is best described as which type of consumer buying decision?a. routine response behaviorb. limited decision makingc. extensive decision makingd. impulse buyinge. motivational response behavior

Q: NARRBEGIN: DaycareDay CareFiona is considering a day-care facility for her five-week-old daughter Kate. She has been visiting day-care centers for the past two weeks and has interviewed caregivers at eight different centers. It is extremely important to Fiona that Kate be stimulated intellectually and fed according to schedule. After considering all eight day-care centers, Fiona chose PerfectCare. While she is quite pleased with her choice, she does continue to wonder if she made the correct decision.NARRENDRefer to Day Care. Fiona spent a significant amount of time and effort in selecting the day-care center for Kate. This suggests the center is a(n) _____ product for Fiona.a. impulseb. low-involvementc. routine responsed. conveniencee. high-involvement

Q: NARRBEGIN: DaycareDay CareFiona is considering a day-care facility for her five-week-old daughter Kate. She has been visiting day-care centers for the past two weeks and has interviewed caregivers at eight different centers. It is extremely important to Fiona that Kate be stimulated intellectually and fed according to schedule. After considering all eight day-care centers, Fiona chose PerfectCare. While she is quite pleased with her choice, she does continue to wonder if she made the correct decision.NARRENDRefer to Day Care. Fiona's uncertainty about whether she made the correct decision and the feelings that go along with this uncertainty are called:a. selective retentionb. perceptual distortionc. postpurchase actiond. cognitive dissonancee. routine response

Q: NARRBEGIN: DaycareDay CareFiona is considering a day-care facility for her five-week-old daughter Kate. She has been visiting day-care centers for the past two weeks and has interviewed caregivers at eight different centers. It is extremely important to Fiona that Kate be stimulated intellectually and fed according to schedule. After considering all eight day-care centers, Fiona chose PerfectCare. While she is quite pleased with her choice, she does continue to wonder if she made the correct decision.NARRENDRefer to Day Care. Fiona's visits to the daycare centers, interviews with the caregivers, and input from family and friends represent which step of the consumer decision process?a. postpurchase behaviorb. stimulus generalizationc. evaluation of alternativesd. information searche. need recognition

Q: NARRBEGIN: Coca-ColaCoca-ColaIt is almost 100 degrees outside, and Ed is on his way to the supermarket to buy groceries. His air conditioner is broken, so he is hot and thirsty. Ed notices a billboard featuring an ice-cold Coca-Cola. Ed remembers he is out of Coke. Once in the store, Ed heads straight for the soft-drink aisle and picks up a twelve-pack of Coke.NARRENDRefer to Coca-Cola. According to Maslow's hierarchy of needs model, which need was Ed trying to satisfy when he purchased the Coke?a. self-actualizationb. esteemc. safetyd. sociale. physiological

Q: NARRBEGIN: Coca-ColaCoca-ColaIt is almost 100 degrees outside, and Ed is on his way to the supermarket to buy groceries. His air conditioner is broken, so he is hot and thirsty. Ed notices a billboard featuring an ice-cold Coca-Cola. Ed remembers he is out of Coke. Once in the store, Ed heads straight for the soft-drink aisle and picks up a twelve-pack of Coke.NARRENDRefer to Coca-Cola. The fact that Ed paid attention to the billboard is an example of:a. selective perceptionb. selective exposurec. selective distortiond. selective retentione. selective discrimination

Q: NARRBEGIN: Coca-ColaCoca-ColaIt is almost 100 degrees outside, and Ed is on his way to the supermarket to buy groceries. His air conditioner is broken, so he is hot and thirsty. Ed notices a billboard featuring an ice-cold Coca-Cola. Ed remembers he is out of Coke. Once in the store, Ed heads straight for the soft-drink aisle and picks up a twelve-pack of Coke.NARRENDRefer to Coca-Cola. Ed knows Michael Jordan (a former basketball all-star) drinks Gatorade, and he thinks he can be more like Jordan if he drinks it. Because Ed very much wants to be like Jordan, he purchases Gatorade in addition to Coke. In this example, Michael Jordan is acting as a(n):a. purchase catalystb. opinion leaderc. consumer advocated. dissociative referencee. cultural icon

Q: NARRBEGIN: Coca-ColaCoca-ColaIt is almost 100 degrees outside, and Ed is on his way to the supermarket to buy groceries. His air conditioner is broken, so he is hot and thirsty. Ed notices a billboard featuring an ice-cold Coca-Cola. Ed remembers he is out of Coke. Once in the store, Ed heads straight for the soft-drink aisle and picks up a twelve-pack of Coke.NARRENDRefer to Coca-Cola. Ed's Coke purchase best represents which type of consumer buying decision?a. routine response behaviorb. limited decision makingc. extensive decision makingd. situation conveniencee. motivational response

Q: NARRBEGIN: Coca-ColaCoca-ColaIt is almost 100 degrees outside, and Ed is on his way to the supermarket to buy groceries. His air conditioner is broken, so he is hot and thirsty. Ed notices a billboard featuring an ice-cold Coca-Cola. Ed remembers he is out of Coke. Once in the store, Ed heads straight for the soft-drink aisle and picks up a twelve-pack of Coke.NARRENDRefer to Coca-Cola. When Ed realized he was out of Coke at home, which stage of the consumer decision-making process is this?a. evaluation of alternativesb. information searchc. purchased. postpurchase behaviore. need recognition

Q: NARRBEGIN: New Car PurchaseNew Car PurchaseZena has been promoted to vice-president at the management consulting firm she works for. Her status has led her to consider the need for a new car. Her trusty little Volkswagen Beetle had over 100,000 miles on it and no longer seemed appropriate. Susanne, another vice-president, suggested that Zena consider a car produced in the United States because the consulting firm she works for has a policy of supporting U.S. businesses. Zena began her quest for a new car by visiting several car dealers and obtaining pamphlets on the models she is considering. She also studied Consumer Reports magazine, Car and Driver ratings, and other consumer rating publications to see what the experts think. Finally, after evaluating all options, Zena decided to purchase a new Chrysler. She believes the car is a good fit with her new image and position in her company. Now that she has purchased the car, she has seen more advertisements touting its features than she ever noticed before. She also has noticed many models of her car on the road. Zena thinks the fact that so many others are driving the same model car as hers is proof that she made a good decision.NARRENDRefer to New Car Purchase. If you evaluate Zena's choice of a Chrysler based on Maslow's needs hierarchy, the car was bought to meet _____ needs.a. self-actualizationb. securityc. esteemd. safetye. physiological

Q: NARRBEGIN: New Car PurchaseNew Car PurchaseZena has been promoted to vice-president at the management consulting firm she works for. Her status has led her to consider the need for a new car. Her trusty little Volkswagen Beetle had over 100,000 miles on it and no longer seemed appropriate. Susanne, another vice-president, suggested that Zena consider a car produced in the United States because the consulting firm she works for has a policy of supporting U.S. businesses. Zena began her quest for a new car by visiting several car dealers and obtaining pamphlets on the models she is considering. She also studied Consumer Reports magazine, Car and Driver ratings, and other consumer rating publications to see what the experts think. Finally, after evaluating all options, Zena decided to purchase a new Chrysler. She believes the car is a good fit with her new image and position in her company. Now that she has purchased the car, she has seen more advertisements touting its features than she ever noticed before. She also has noticed many models of her car on the road. Zena thinks the fact that so many others are driving the same model car as hers is proof that she made a good decision.NARRENDRefer to New Car Purchase. Susanne has influenced Zena's choice of a new automobile. In this instance, Susanne is acting as a(n):a. dissociative referenceb. purchase catalystc. gatekeeperd. social referencee. opinion leader

Q: NARRBEGIN: New Car PurchaseNew Car PurchaseZena has been promoted to vice-president at the management consulting firm she works for. Her status has led her to consider the need for a new car. Her trusty little Volkswagen Beetle had over 100,000 miles on it and no longer seemed appropriate. Susanne, another vice-president, suggested that Zena consider a car produced in the United States because the consulting firm she works for has a policy of supporting U.S. businesses. Zena began her quest for a new car by visiting several car dealers and obtaining pamphlets on the models she is considering. She also studied Consumer Reports magazine, Car and Driver ratings, and other consumer rating publications to see what the experts think. Finally, after evaluating all options, Zena decided to purchase a new Chrysler. She believes the car is a good fit with her new image and position in her company. Now that she has purchased the car, she has seen more advertisements touting its features than she ever noticed before. She also has noticed many models of her car on the road. Zena thinks the fact that so many others are driving the same model car as hers is proof that she made a good decision.NARRENDRefer to New Car Purchase. Zena spent a considerable amount of time and effort on her new car purchase. This suggests the car is a(n) _____ product for Zena.a. impulseb. low-involvementc. routine responsed. nondurablee. high-involvement

Q: NARRBEGIN: New Car PurchaseNew Car PurchaseZena has been promoted to vice-president at the management consulting firm she works for. Her status has led her to consider the need for a new car. Her trusty little Volkswagen Beetle had over 100,000 miles on it and no longer seemed appropriate. Susanne, another vice-president, suggested that Zena consider a car produced in the United States because the consulting firm she works for has a policy of supporting U.S. businesses. Zena began her quest for a new car by visiting several car dealers and obtaining pamphlets on the models she is considering. She also studied Consumer Reports magazine, Car and Driver ratings, and other consumer rating publications to see what the experts think. Finally, after evaluating all options, Zena decided to purchase a new Chrysler. She believes the car is a good fit with her new image and position in her company. Now that she has purchased the car, she has seen more advertisements touting its features than she ever noticed before. She also has noticed many models of her car on the road. Zena thinks the fact that so many others are driving the same model car as hers is proof that she made a good decision.NARRENDRefer to New Car Purchase. Which type of consumer buying decision does Zena's purchase represent?a. routine responseb. limited decision makingc. extensive decision makingd. impulse buyinge. motivational response

Q: NARRBEGIN: New Car PurchaseNew Car PurchaseZena has been promoted to vice-president at the management consulting firm she works for. Her status has led her to consider the need for a new car. Her trusty little Volkswagen Beetle had over 100,000 miles on it and no longer seemed appropriate. Susanne, another vice-president, suggested that Zena consider a car produced in the United States because the consulting firm she works for has a policy of supporting U.S. businesses. Zena began her quest for a new car by visiting several car dealers and obtaining pamphlets on the models she is considering. She also studied Consumer Reports magazine, Car and Driver ratings, and other consumer rating publications to see what the experts think. Finally, after evaluating all options, Zena decided to purchase a new Chrysler. She believes the car is a good fit with her new image and position in her company. Now that she has purchased the car, she has seen more advertisements touting its features than she ever noticed before. She also has noticed many models of her car on the road. Zena thinks the fact that so many others are driving the same model car as hers is proof that she made a good decision.NARRENDRefer to New Car Purchase. In noticing similar cars on the road and advertising supporting her decision, Zena is reinforcing her decision and reducing the doubts she sometimes feels regarding this purchase. The feelings of inner tension are called:a. selective retentionb. perceptual distortionc. postpurchase actiond. cognitive dissonancee. response attitudes

Q: NARRBEGIN: New Car PurchaseNew Car PurchaseZena has been promoted to vice-president at the management consulting firm she works for. Her status has led her to consider the need for a new car. Her trusty little Volkswagen Beetle had over 100,000 miles on it and no longer seemed appropriate. Susanne, another vice-president, suggested that Zena consider a car produced in the United States because the consulting firm she works for has a policy of supporting U.S. businesses. Zena began her quest for a new car by visiting several car dealers and obtaining pamphlets on the models she is considering. She also studied Consumer Reports magazine, Car and Driver ratings, and other consumer rating publications to see what the experts think. Finally, after evaluating all options, Zena decided to purchase a new Chrysler. She believes the car is a good fit with her new image and position in her company. Now that she has purchased the car, she has seen more advertisements touting its features than she ever noticed before. She also has noticed many models of her car on the road. Zena thinks the fact that so many others are driving the same model car as hers is proof that she made a good decision.NARRENDRefer to New Car Purchase. Zena's visits to the dealers and looking at ratings in magazines best represent which step of the consumer decision-making process?a. need recognitionb. information searchc. evaluation of alternativesd. stimuluse. postpurchase behavior

Q: A few years ago, tea was a product with relatively little growth and was considered to be a product for the old and the middle-aged. Then tea manufacturers started promoting the health benefits of tea. Since the introduction of the research on how tea provides the body with useful anti-oxidants, tea consumption has increased by more than 25 percent, and it appears its market share will continue to grow, especially among young women in their twenties. This is an illustration of how promotion can:a. change the importance of beliefs about product attributesb. change beliefs about product attributesc. add new beliefs about product attributesd. reinforce current beliefs about product attributese. discover consumer needs about product attributes

Q: An attitude toward a product is: a. easy to change b. a person's point of view about the product c. the same as a belief d. the same as "intention to buy" e. of short duration

Q: _____ are learned tendencies to respond consistently toward a given object. a. Motivational cues b. Cultures c. Lifestyles d. Perceptions e. Attitudes

Q: Christian understands that a Black Diamond brand tent is suitable for several weather conditions, such as rain, snow, and sweltering heat. This is a description of his _____ about the Black Diamond tent a. beliefs b. attitudes c. standards d. motives e. valuations

Q: Which of the following is an organized pattern of knowledge that an individual holds as true about his or her world? a. belief b. value c. affect d. attitude e. descriptor

Q: There are many travel agencies in the world. One of the largest is Thomas Cook, which is in England. The slogan the travel agency has used for years is, "Don't just book it. Thomas Cook it." The slogan implies that if you are making any travel plans, you should call the Thomas Cook agency and not some other agency. What learning concept is Thomas Cook relying on with this advertising claim? a. selective retention b. stimulus discrimination c. perceptual generalization d. selective generalization e. stimulus generalization

Q: _____ is the learned ability to differentiate between similar objects such as packages of different brands of aspirin. a. Incentive discrimination b. Stimulus generalization c. Selective perception d. Selective generalization e. Stimulus discrimination

Q: At the beginning of every trailer for Disney's Pixar film Wall-E they say "from the makers who brought you Toy Story, a Bug's Life, and Monster's Inc., we are proud to present Wall-E." Here, Pixar was using _____. a. stimulus discrimination b. selective retention c. stimulus generalization d. social learning e. product reinforcement

Q: Omega is a prestigious brand of watch that is sold as a luxury product. It has a reputation based on quality and attention to details. When the company introduces new timepieces it can count on a well-established market already existing for the new product due to: a. perceptual generalization b. stimulus discrimination c. perceptual discrimination d. selective distortion e. stimulus generalization

Q: Celestial Seasonings is a well-recognized brand of tea. It has differentiated itself from traditional teas by producing herbal teas and teas using the more exotic white tea leaves. It has recently introduced Celestial Seasonings Tea Dreams ice cream, a product it hopes will be successful due to consumers' awareness of the brand. Celestial Seasonings is relying on _____ to make its new product a success. a. conceptual learning b. experiential learning c. repetition learning d. stimulus generalization e. stimulus discrimination

Q: Kent Longino is the marketing vice-president for Andersen, one of the largest manufacturers of windows in the world. He is directing the introduction of a glass-encased sunroom that can be assembled in a weekend. He wants to capitalize on Andersen's existing reputation. Which learning method should he attempt to stimulate when introducing the new product? a. conceptual learning b. experiential learning c. repetition learning d. stimulus generalization e. stimulus discrimination

Q: _____ is a form of learning that occurs when one response is extended to a second stimulus similar to the first. a. Belief generalization b. Belief discrimination c. Stimulus generalization d. Stimulus discrimination e. Attitude formation

Q: Manufacturers of consumer goods often give away trial sizes of new products to encourage: a. experiential learning b. selective perception c. continuous reinforcement d. conceptual learning e. problem recognition

Q: The process that creates changes in behavior is called: a. selective adaptation b. learning c. involvement manipulation d. attitude adjustment e. behavior normalization

Q: If an advertiser wanted to create ads for a restaurant that stimulate the self-actualization motivation, it would create ads that: a. emphasize hunger b. emphasize that only those people who want to tell others they have risen to the top of their profession use the restaurant c. inform consumers about the cleanliness of the food preparation areas and procedures d. show people enjoying others' company while eating in the restaurant e. indicate eating in the restaurant is what "you have earned and deserve"

Q: The slogan used by the manufacturer of Jaguar automobiles, "Don't dream it. Drive it." was intended to appeal to consumers': a. physiological needs b. social needs c. safety needs d. esteem needs e. self-actualization needs

Q: Ralph played mediocre golf for over 20 years. Then he retired and vowed to improve his golf game by buying one of the new golf clubs that promise increased distance and have a $700 price tag. According to Maslow's hierarchy of needs, Ralph is most likely trying to satisfy his _____ needs. a. social b. safety c. self-actualization d. physiological e. psychological

Q: Jan's twin sister Joan is a fantastic cook who makes wonderful homemade meals for her family. Jan cannot cook and wishes she could do the same. An ad for Stove Top stuffing promises "one box, three meal ideas, 30 minutes." Jan makes a point of adding this item to her grocery list. According to Maslow's Hierarchy this ad appeals to Jan's _____ needs. a. physiological b. interactive c. esteem d. safety e. self-actualization

Q: Dennis Haysbert stars in Allstate ads reminding consumers that they could be in a car crash or another event requiring insurance. Hence the slogan "You are in Good Hands with All State." These ads focus on which of Maslow's needs?: a. esteem needs b. economic needs c. safety needs d. physiological needs e. social needs

Q: According to Maslow's hierarchy of needs model, the first needs most people would try to satisfy are their _____ needs. a. safety b. physiological c. economic d. esteem e. derived