Consumer Behavior Midterm 1
__ tend to feel they don't have control over the outcome of events. - correct answer-Fatalists
___ are widely held beliefs that affirm what is desirable - correct answer-Cultural values
____ includes advertising, the sales force, public relations, packaging, and any other signal
that the firm provides about itself and its products. - correct answer-marketing
communications
_____ advertising is perhaps the fastest growing alternative media, allowing for exposure to
_____ who tend to avoid traditional media, such as TV. - correct answer-Video game, young
males aged 18-24
_____ are based on performance criteria over which the individual has some degree of
control - correct answer-Achievement roles
_____ consists of trustworthiness and expertise. - correct answer-Source credibility
_____ indicates motivation or interest in a specific product category, and it can be temporary
or enduring. - correct answer-Product involvement
_____ is a series of activities by which stimuli are perceived, transformed into information,
and stored. - correct answer-Information processing
_____ is the assignment of meaning to sensations. - correct answer-Interpretation
_____ refers to the schematic memory of a brand. - correct answer-Brand image
_____ represents the density of stimuli in the environment. - correct answer-Clutter
-------- is done to enhance the welfare of individuals or society without direct benefit to the
firm - correct answer-social marketing
A _____ has at least two members related by birth, marriage, or adoption, one of whom is
the householder (i.e., the one who owns or rents the residence) - correct answer-family
household
a distinctive subgroup of society that self-selects on the basis of a shared commitment to a
particular product class, brand, or consumption activity (camel cigarettes) - correct
answer-consumption subculture
A learned predisposition to respond in a consistently favorable or unfavorable manner with
respect to a given object is known as a(n) - correct answer-attitude
, 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?
- correct answer-fear appeal
A major basis for concern about marketing to children is their inability to fully process and
understand commercial messages. Much of the theory and research in this area is based on
- correct answer-Piaget's stages of cognitive development
A woman that is married where both she and her husband work and share homemaking and
child care responsibilities is classified as _____ with respect to gender orientation - correct
answer-modern
According to the authors, American culture increasingly values - correct answer-diversity
According to the Bureau of the Census, a person of Cuban, Mexican, Puerto Rican, South or
Central American, or other Spanish culture or origin regardless of race is defined as a(n) -
correct answer-hispanic
According to the Pew Hispanic Center, which generation of Hispanic adults is born in the
United States to immigrant parents, is more likely than the previous generation to identify
themselves as Americans, is equally split between bilinguals and English as their primary
language, and is somewhat less likely to ascribe to traditional values? - correct answer-?
According to the textbook a Yahoo claims, the percentage of U.S. men who are the primary
grocery shopper for their home is - correct answer-51 percent
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? - correct answer-need to categorize
adoption of this type of innovation requires relatively minor changes in behavior or changes
in behaviors that are unimportant to the consumer - correct answer-Continuous innovation
An advertiser that surrounds its ads with positive programming - correct answer-Increases
the chances that their information is evaluated in a more positive light
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
A. perceptual mapping
B. the Likert scale
C. the semantic differential scale
D. the rank-order scale
(E. none of the above) - correct answer-none of the above
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