MKT 310 Exam 1 SG || with 100% Accurate Solutions.
Click, whirr refers to __________. correct answers the automatic activation of a judgmental
heuristic, as if a mental tape were playing
When Cialdini refers to _________, he is speaking of mental shortcuts that we employ in making
our everyday judgments. At the opposite end of our thinking spectrum, he uses the term
__________ as a label for when we react on the basis of a thorough analysis of all of the
information. correct answers judgmental heuristics; controlled responding
Managers of clothing stores train their sales associates to sell the expensive item first because of
the power of the __________. correct answers Contrast principle
Author Cialdini tells the story of a friend who owned a tourist-oriented Indian jewelry store in
Arizona. The friend wanted to speed the sale of some turquoise pieces that had not been selling
well. Right before the store owner left to go on a buying trip, she left written instructions for her
assistant:
"Everything in this display case, price x 1/2"
The assistant misread the instructions as " . . . price x 2." Instead of multiplying the price of each
item by one-half (i.e., cutting each price in half) as the store owner had intended, the assistant
doubled each price.
The jewelry then sold quickly.
To explain this phenomenon, Cialdini concluded that tourists, who were not experts in turquoise
jewelry, relied on an "expensive = good" heuristic. For those who relied on this stereotype and
who bought the jewelry, the high price on the tag functioned as a(n) __________. correct
answers Trigger Feature
Which of the following is true regarding the reciprocity rule? correct answers - We're likely to
comply with the request of somebody we feel obligated to, even if we don't like that person.
- A person can trigger in us a feeling of obligation by doing an "uninvited" favor — that is,
something we would not have thought to ask for, and that we may not particularly value in and
of itself.
- "Compliance professionals" who abuse the reciprocity rule may ask from us—and receive—a
return favor that is much larger than any favor that they have done for us.
The rejection-then-retreat technique correct answers - involves requesting something that is
larger than the "real" request, then making the "real" request in a way that seems like a
concession or a compromise
- is also known as the door-in-the-face technique.
To avoid having the reciprocity rule used against us, what does Cialdini advise? correct answers
- Accept a favor for what it is, and plan to honor your obligation to repay it with a favor of
appropriate worth.
- If you have accepted a favor, and that favor later proves to be a compliance tactic, call it what it
is: a trick. Keep the favor, and don't feel obligated to the trickster.
, The Seven Categories of Marketing Activities, in their proper sequence, are market delineation,
purchase motivation, product adjustment, distribution, communication, __________, and post
transaction. correct answers The Purchase Transaction
A marketer who is currently working on Market Delineation tasks is trying to answer the
question __________ or is making decisions based on the answer to that question. correct
answers Who?
A marketer who is currently working on Purchase Transaction tasks is trying to answer the
question __________ or is making decisions based on the answer to that question. correct
answers "If we've done 1 through 5 correctly, how do we maximize the likelihood of purchase?"
A decision whether to transport a product by rail, truck, or air belongs in the __________
category. correct answers Distribution
A brand's "personality" evolves as a result of __________. correct answers Advertising,
packaging, and marketing strategies
According to the author of your primary textbook (i.e., Solomon), the field of consumer behavior
is the study of the processes involved when individuals or groups select, purchase, use, or
dispose of products, services, ideas, or __________ to satisfy needs and desires. correct answers
Experiences
Assume that a given population (such as a ZIP code, city, or market segment) has the following
characteristics. Which piece of information is not a demographic statistic? correct answers Forty-
two percent of residents approve of legalizing marijuana for recreational use.
__________ is a(n) __________ perspective that visualizes much of consumer behavior as
actions in a play. correct answers Role theory; sociological
If a brand serves as a link between a consumer and that consumer's past self, the relationship
between consumer and brand can be described as __________. correct answers Nostalgic
attachment
The term digital native is used to refer to __________. correct answers someone who grew up in
a highly networked, always-on world and to whom digital technology appears to have always
existed.
The expression __________ refers to the music, movies, sports, books, celebrities, and other
forms of entertainment that the mass market produces and consumes. correct answers Pop culture
In which of the following social science fields are we likely to find researchers who study the
macro aspects of consumer behavior? correct answers Cultural anthropology
