Double-Dip makes ice cream. The only advantage Double-Dip has over its competitors
is taste. Double-Dip costs more and has more calories per unit weight. Promotions for
Double-Dip should emphasize the experiential hierarchy of the ABC model of attitudes.
True
False - True
Ideal beauty refers to a consumer's subjective evaluation of his/her physical
appearance.
True
False - False
Conducting motivational research tends to be less expensive than conducting a large-
scale, quantitative survey because interviewing and data-processing costs are relatively
minimal.
True
False - True
Justin is in charge of promoting a product that most customers perceive as a low-
involvement product. He created a TV ad and aired it repeatedly. His colleague Beth
questioned his strategy, saying that the repetition would create a negative reaction to
the product. According to the mere exposure phenomenon, Beth is likely to be proven
wrong.
True
False - True
Lifestyle profiles look for items that differentiate between users and nonusers of a
product.
True
False - True
The communications model requires a source and a message, but receivers of the
message are not part of the model.
True
False - False
, Claire remembers that uniquely wonderful taste that can only come from a frosty mug of
root beer. As she heads to the soft drink aisle in the grocery store, she decides that
today is the day to experience her root beer again. Claire has just conducted what is
called an informational search.
True
False - True
Personality refers to a person's unique psychological makeup and how it consistently
influences the way a person responds to his or her environment.
True
False - True
Habitual decision making is the lowest order of buying decision making.
True
False - True
Jason believes that wearing a coat and tie suggests that he is a man who is "dressed
for success." Therefore, Jason dresses formally even in class and for casual occasions.
Jason is basing this decision on the cognition part of the ABC model of attitudes.
True
False - True
The research on loss aversion suggests that people tend to emphasize their losses
more than their gains.
True
False - True
Decisions are influenced by the way a problem is posed. This is called framing.
True
False - True
The reality principle, according to Freudian psychology, is behavior guided by the
primary desire to maximize pleasure and avoid pain.
True
False - False
When companies team up and promote two or more items this is called product
complementary.
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