Solomon Rprc4ce Mytest Ch04-TIF

Marketing: Real People, Real Choices
1) Which of the following is the process when individuals or groups go through to select,
purchase, use, and dispose of goods, services, ideas, or experience to satisfy their needs
and desires?
a. the consumer decision-making process
b. the family life cycle
c. cognitive dissonance
d. consumer behavior
e. extended problem solving
Answer: d
Diff: 1
Type: MC
Page Reference: 120
Topic: Consumer decision-making process
Skill: Concept
Objective: 4-1 Consumer decision-making process
2) Consumer behavior is best described as a(n)________ process.
a. impersonal
b. subliminal
c. ongoing
d. affective
e. cognitive
Answer: c
Diff: 2
Type: MC
Page Reference: 120
Skill: Concept
3) When using ________, a consumer exerts little effort in making a purchase decision.
a. habitual decision making
b. extended problem solving
c. independent heuristic rating
d. dependent heuristic rating
e. limited problem solving
Answer: a
Diff: 1
Type: MC
Page Reference: 121
Skill: Concept
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4) A consumer purchase decision made with a great deal of consumer exertion is a type of
________.
Answer: b
Diff: 1
Type: MC
Page Reference: 121
Skill: Concept
5) A purchase decision made with significant but not extensive effort is classified as
________.
Answer: e
Diff: 2
Type: MC
Page Reference: 121
Skill: Concept
6) The consumer's ________ determines whether she will engage in habitual decision
making, extended problem solving, or something in between the two.
a. need for customization
b. level of involvement
c. need for cognitive dissonance
d. ability to generalize stimuli
e. personal marketing mix
Answer: b
Diff: 1
Type: MC
Page Reference: 121
2
Skill: Concept
7) The greater the ________ of a purchase, the higher the consumer's level of
involvement will be.
a. perceived risk
b. cognitive dissonance
c. psychographics
d. heuristics
e. targeting
Answer: a
Diff: 1
Type: MC
Page Reference: 121
Skill: Concept
8) A consumer who is considering purchasing a house would probably use ________.
b. stimulus generalization
c. operant decision making
d. limited problem solving
e. extended problem solving
Answer: e
Diff: 2
Type: MC
Page Reference: 121
Skill: Application
9) How does habitual decision making differ from extended problem solving?
a. Extended problem solving uses behavioral learning, while habitual decision making
relies upon cognitive learning.
b. Consumers engaged in extended problem solving perceive less risk than consumers
involved in habitual decision making.
c. The level of involvement for habitual decision making is lower than it is for extended
problem solving.
d. Habitual decision making involves significant cognitive dissonance, while extended
problem solving rarely involves cognitive dissonance.
e. Consumers who are seeking to develop their loyalty to a brand would be more likely to
make habitual decisions than use extended problem solving.
3
Answer: c
Diff: 2
Type: MC
Page Reference: 121
Skill: Concept
10) ________ occurs whenever a consumer sees a significant difference between his
current state of affairs and some desired or ideal state.
a. Perceived risk
b. Problem recognition
c. Problem solving
d. Learning
e. Lifestyle change
Answer: b
Diff: 1
Type: MC
Page Reference: 122
Topic: Problem Recognition
Skill: Concept
11) ________ is the step of the decision-making process in which the consumer checks
her memory and surveys the environment to identify what options might solve her
problem.
a. Product evaluation
b. Behavioral targeting
c. Problem recognition
d. Problem screening
e. Information search
Answer: e
Diff: 1
Type: MC
Page Reference: 121
Topic: Information Search
Skill: Concept
12) Marketers use ________ to identify which key words consumers use most in their
searches and then edit their site's content to increase its relevance to those words.
a. shopbots
b. heuristics
c. search engine optimization
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d. search engine marketing

e. sponsored search ads
Answer: c
Diff: 1
Type: MC
Page Reference: 124
Skill: Concept
13) Using ________, a search engine company charges marketers to display sponsored
search ads.
a. shopbots
b. heuristics
e. psychographics
Answer: d
Diff: 1
Type: MC
Page Reference: 124
Skill: Concept
14) ________ are Web applications that can help online shoppers find what they are
looking for at the lowest available price.
a. Shopbots
b. Heuristics
c. Search engine optimizers
d. Search engine marketers
e. Behavioral targeters
Answer: a
Diff: 1
Type: MC
Page Reference: 124
Skill: Concept
15) Comparison shopping agents are also known as ________.
a. shopbots
b. heuristics
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c. search engine optimizers

d. search engine marketers
e. behavioral targeters
Answer: a
Diff: 1
Type: MC
Page Reference: 125
Skill: Concept
16) Which of the following is a strategy that presents individuals with advertisements
based on their Internet use?
a. psychographic analysis
b. heuristic analysis
e. behavioral targeting
Answer: e
Diff: 1
Type: MC
Page Reference: 125
Skill: Concept
17) A consumer who is armed with information and is narrowing down his choices and
comparing the pros and cons of each remaining option is in the ________ step of the
consumer decision-making process.
a. problem recognition
b. information search
c. evaluation of alternatives
d. product choice
e. postpurchase evaluation
Answer: c
Diff: 1
Type: MC
Page Reference: 125
Topic: Evaluation of Alternatives
Skill: Concept
6
18) A consumer identifies evaluative criteria during the ________ step of the consumer
decision-making process.
d. product choice
Answer: c
Diff: 1
Type: MC
Page Reference: 125
Topic: Evaluation of Alternatives
Skill: Concept
19) Consumers often rely on decision guidelines, or mental rules-of-thumb, when
weighing the merits of competing brands. These rules are referred to as ________.
a. evaluative criteria
b. attitudes
c. affects
d. heuristics
e. cognitions
Answer: d
Diff: 1
Type: MC
Page Reference: 126
Topic: Product Choice
Skill: Concept
20) Consumers who feel that it's not worth the effort to consider any brands competing
with their favorite brands are ________.
a. lacking any evaluative criteria
b. involved in extended problem solving
c. unlikely to have cognitive dissonance
d. brand loyal
e. brand indifferent
Answer: d
Diff: 1
Type: MC
Page Reference: 126
Skill: Concept
7

21) Brand loyalty in the product choice step of the consumer decision-making process is
an example of a ________.
a. psychographic
b. consumer expectation
d. heuristic
e. behavioral target
Answer: d
Diff: 2
Type: MC
Page Reference: 126
Skill: Concept
22) Country of origin is a ________ some consumers use to decide what brand to buy.
a. psychographic
b. demographic
c. postpurchase evaluation
d. heuristic
e. behavioral target
Answer: d
Diff: 2
Type: MC
Page Reference: 126
Skill: Concept
23) Consumer satisfaction/dissatisfaction is part of the ________ step of the consumer
d. product choice
Answer: e
Diff: 1
Type: MC
Page Reference: 127
Topic: Postpurchase evaluation
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Skill: Concept
24) When a consumer is determining her overall feelings or attitudes about a product
after purchasing it, she is involved in the ________ step of the consumer decision-making
process.
d. product choice
Answer: e
Diff: 1
Type: MC
Page Reference: 127
Skill: Concept
25) Customer satisfaction with a purchase is based on which of the following?
a. how the perceived risk of purchasing the product compares to the actual risk
b. how the actual performance of the product compares to customer expectation of
performance
c. how the product's brand personality aligns with the customer's personality
d. the service provided with the purchase
e. the total cost of the purchase
Answer: b
Diff: 2
Type: MC
Page Reference: 127
Skill: Concept
26) When a customer feels regret after purchasing a product, she is experiencing
________.
a. psychography
b. a heuristic
c. an operant reaction
d. cognitive dissonance
e. a conditioned response
Answer: d
Diff: 1
9
Type: MC
Page Reference: 127
Skill: Concept
27) The three main categories of influences that affect the consumer decision-making
process are ________.
a. physical, emotional, and behavioral
b. internal, situational, and social
c. environmental, familial, and sociocultural
d. sociocultural, behavioral, and external
e. environmental, personal, and sociocultural
Answer: b
Diff: 2
Type: MC
Page Reference: 127
Skill: Concept
28) ________ is the process by which people select, organize, and interpret information
from the outside world.
a. Perception
b. Learning
c. Attention
d. Motivation
e. Cognition
Answer: a
Diff: 1
Type: MC
Page Reference: 128
Topic: Perception
Skill: Concept
Objective: 4-2 Internal influences on consumers' decisions
29) Which of the following statements about perception is true?
a. Perception is a sociocultural influence on consumer purchase decisions.
b. Perception is unrelated to any sense other than sight.
c. If a marketer can reach a consumer with a message, then the marketer knows the
consumer will interpret it correctly.
d. There is no perception without exposure.
e. Research shows that subliminal messages are just as likely to be perceived as any other
type of message.
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Answer: d
Diff: 3
Type: MC
Page Reference: 128
Topic: Perception
Skill: Concept
30) Exposure, attention, and interpretation are the three components that affect an
individual's process of ________.
a. psychographics
b. dissonance
c. affect
d. status
e. perception
Answer: e
Diff: 1
Type: MC
Page Reference: 128
Topic: Perception
Skill: Concept
31) Which of the following refers to the extent to which a person's sensory receptors are
capable of registering a stimulus?
a. cognition
b. attention
c. affect
d. interpretation
e. exposure
Answer: e
Diff: 1
Type: MC
Page Reference: 129
Topic: Perception
Skill: Concept
32) Some consumers worry that they will be affected by marketing messages without
even knowing it. They are concerned about ________ advertising.
a. alternative evaluation
b. subliminal
c. perceptual
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d. innovative
e. comparative
Answer: b
Diff: 2
Type: MC
Page Reference: 129
Topic: Perception
Skill: Concept
33) Which of the following refers to the extent to which a person devotes mentalprocessing activity to a particular stimulus?
a. cognition
b. attention
c. affect
d. interpretation
e. exposure
Answer: b
Diff: 2
Type: MC
Page Reference: 129
Topic: Perception
Skill: Concept
34) Which of the following refers to the process of assigning meaning to a stimulus?
a. cognition
b. attention
c. affect
d. interpretation
e. exposure
Answer: d
Diff: 1
Type: MC
Page Reference: 130
Topic: Perception
Skill: Concept
35) ________ is an internal state that drives consumers to satisfy needs.
a. Motivation
b. Interpretation
c. Learning
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d. Affect
e. Conditioning
Answer: a
Diff: 1
Type: MC
Page Reference: 130
Topic: Motivation
Skill: Concept
36) Maslow's theory is that ________ can be arranged in a hierarchy.
a. stimuli
b. beliefs and attitudes
c. perceptions
d. human needs
e. decisions
Answer: d
Diff: 1
Type: MC
Page Reference: 130
Topic: Motivation
Skill: Concept
37) Which of the following is the lowest level of needs on Maslow's hierarchy of needs?
a. social needs
b. ego needs
c. physiological needs
d. self-actualization needs
e. belongingness needs
Answer: c
Diff: 2
Type: MC
Page Reference: 131
Topic: Motivation
Skill: Concept
38) Which of the following is the highest level of needs on Maslow's hierarchy of needs?
a. social needs
b. ego needs
c. physiological needs
d. self-actualization needs
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e. belongingness needs
Answer: d
Diff: 2
Type: MC
Page Reference: 131
Topic: Motivation
Skill: Concept
39) Learning is ________.
a. an internal state that drives us to satisfy needs
b. the process by which people select, organize, and interpret information from the
outside world
c. a change in behavior caused by information or experience
d. a lasting evaluation of a person, object, or issue
e. the set of unique psychological characteristics that consistently influence the way a
person responds to situations in the environment
Answer: c
Diff: 1
Type: MC
Page Reference: 131
Topic: Learning
Skill: Concept
40) Behavioral learning theories assume that ________.
a. learning occurs when people watch the actions of others and note what happens to
them as a result
b. learning takes place as the result of connections we form between events
c. the most important component of learning is affect
d. people are problem solvers who passively react to associations between stimuli
e. creativity and intuition play a primary role in the learning process
Answer: b
Diff: 1
Type: MC
Page Reference: 131
Topic: Learning
Skill: Concept
41) Through ________, a person repeatedly perceives two stimuli at the same time and
eventually transfers his response from one stimulus to the other.
a. classical conditioning
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b. operant conditioning
c. cognitive conditioning
d. information searching
e. observational learning
Answer: a
Diff: 1
Type: MC
Page Reference: 131
Topic: Learning
Skill: Concept
42) ________ occurs when people learn that their actions result in rewards or
punishments.
a. Classical conditioning
b. Operant conditioning
c. Cognitive conditioning
d. Information searching
e. Observational learning
Answer: b
Diff: 1
Type: MC
Page Reference: 132
Topic: Learning
Skill: Concept
43) Classical conditioning and operant conditioning are both examples of ________.
a. cognitive dissonance theories
b. heuristics
c. psychographics
d. behavioral learning
Answer: d
Diff: 2
Type: MC
Page Reference: 132
Topic: Learning
Skill: Concept
44) Cognitive learning theories assume that ________.
a. learning occurs when people realize their actions result in rewards or punishments
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b. learning takes place as the result of connections we form between events

c. the most important component of learning is directed by cognition
d. people are problem solvers who do more than passively react to associations between
stimuli
e. the individual takes a passive role during the learning process
Answer: d
Diff: 1
Type: MC
Page Reference: 132
Topic: Learning
Skill: Concept
45) ________ theory views people as problem solvers and stresses the role of creativity
and insight in the learning process.
a. Operant conditioning
b. Cognitive learning
c. Stimulus discrimination
d. Classical conditioning
e. Perceived risk
Answer: b
Diff: 2
Type: MC
Page Reference: 132
Topic: Learning
Skill: Concept
46) ________ occurs when people watch the actions of others, note what happens as a
result of the behavior, and then later use that information to guide their own behavior.
a. Operant conditioning
b. Observational learning
c. Stimulus discrimination
d. Classical conditioning
e. Attitudinal learning
Answer: b
Diff: 1
Type: MC
Page Reference: 132
Topic: Learning
Skill: Concept
16
47) An attitude is ________.

outside world
Answer: d
Diff: 1
Type: MC
Page Reference: 132
Topic: Attitudes
Skill: Concept
48) A person's attitude has three components. They are ________.
a. affect, cognition, and behavior
b. psychological, physiological, and situational
c. situation, emotion, and environment
d. cognitive, operant, and situational
e. ritual, cultural, and referential
Answer: a
Diff: 2
Type: MC
Page Reference: 132
Topic: Attitudes
Skill: Concept
49) ________ is the feeling component of attitudes.
a. Affect
b. Cognition
c. Behavior
d. Motivation
e. Personality
Answer: a
Diff: 1
Type: MC
Page Reference: 132
Topic: Attitudes
Skill: Concept
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50) ________ is the knowing component of attitudes. It is the beliefs or knowledge a

person has about a product and its important characteristics.
a. Affect
b. Cognition
c. Behavior
d. Motivation
e. Personality
Answer: b
Diff: 1
Type: MC
Page Reference: 132
Topic: Attitudes
Skill: Concept
51) ________, the doing component of attitudes, involves a consumer's intention to do
something, such as the intention to purchase or use a certain product.
a. Affect
b. Cognition
c. Behavior
d. Motivation
e. Personality
Answer: c
Diff: 1
Type: MC
Page Reference: 132
Topic: Attitudes
Skill: Concept
52) Personality is ________.
outside world
Answer: e
Diff: 2
Type: MC
Page Reference: 133
18
Topic: Personality
Skill: Concept
53) Because consumers buy products that are extensions of their personalities, marketers
try to create ________ that will appeal to different types of people.
a. brand personalities
b. psychographics
d. opinion leaders
e. self-concepts
Answer: a
Diff: 3
Type: MC
Page Reference: 133
Topic: Personality
Skill: Application
54) A person's ________ is composed of a mixture of his beliefs about his abilities and
observations of his own behavior and feelings (both positive and negative).
a. personality
b. self-concept
c. lifestyle
d. attitude
e. cognition
Answer: b
Diff: 1
Type: MC
Page Reference: 133
Topic: Personality
Skill: Concept
55) ________ refers to how positive a person's ________ is.
a. Personality; psychography
b. Affect; attitude
c. Attitude; affect
d. Self-concept; self-esteem
e. Self-esteem; self concept
Answer: e
Diff: 2
Type: MC
19
Page Reference: 133

Topic: Personality
Skill: Concept
56) The set of stages through which family members pass as they grow older is referred
to as ________.
a. self-esteem
b. social class
c. the family life cycle
d. the self-concept
e. the psychographic cycle
Answer: c
Diff: 1
Type: MC
Page Reference: 133
Topic: Personality
Skill: Concept
57) Singles of any age are more likely to spend money on expensive cars, entertainment,
and recreation, while new parents spend money on baby furniture. These purchases
reflect the different stages of the ________.
a. lifestyle spectrum
b. personality spectrum
c. family life cycle
d. social class hierarchy
e. self-concept cycle
Answer: c
Diff: 2
Type: MC
Page Reference: 133
Topic: Personality
Skill: Concept
58) A ________ is a pattern of living that determines how people choose to spend their
time, money, and energy and that reflects their values, tastes, and preferences.
a. family life cycle
b. lifestyle
c. personality
d. motivation
e. self-concept
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Answer: b
Diff: 1
Type: MC
Page Reference: 133
Topic: Lifestyle
Skill: Concept
59) To breathe life into demographic analysis, marketers turn to ________ that group
consumers according to psychological and behavioral similarities.
a. reference groups
b. opinion leader groups
c. microcultures
d. social classes
e. psychographics
Answer: e
Diff: 1
Type: MC
Page Reference: 133
Topic: Lifestyle
Skill: Concept
60) AIO stands for ________.
a. activities, interests, and opinions
b. abilities, interests, and opinions
c. activities, interests, and organization memberships
d. abilities, income, and opinions
e. activities, income, and opinions
Answer: a
Diff: 2
Type: MC
Page Reference: 133
Topic: Lifestyle
Skill: Concept
61) People's moods and behaviors are strongly influenced by their physical surrounding.
Two dimensions, ________, determine whether a shopper will react positively or
negatively to a store environment.
a. color and size
b. size and activity
c. arousal and pleasure
d. perceived risk and level of involvement
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e. motivation and self-concept

Answer: c
Diff: 2
Type: MC
Page Reference: 135
Topic: The Physical Environment
Skill: Concept
Objective: 4-3 Situational and social influences on consumers' decisions
62) Which of the following makes consumers responsive to marketing innovations that
allow them to shop more efficiently?
a. reference grouping
b. consumerism
c. time poverty
d. subliminal motivation
e. affect
Answer: c
Diff: 1
Type: MC
Page Reference: 135
Topic: The Physical Environment
Skill: Concept
63) ________ is made up of the values, beliefs, customs, and tastes produced or practiced
by a group of people.
a. The family life cycle
b. Culture
c. Lifestyle
d. Psychographic data
e. Social class
Answer: b
Diff: 1
Type: MC
Page Reference: 136
Topic: Social Influences
Skill: Concept
64) ________ are deeply held beliefs about right and wrong ways to live.
a. Cultural values
b. Needs
c. Motivations
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d. Rituals
e. Psychographics
Answer: a
Diff: 2
Type: MC
Page Reference: 136
Skill: Concept
65) A group coexisting with other groups in a larger culture whose members share a
distinctive set of beliefs or characteristics is a ________.
a. target market
b. market segment
c. social class
d. subculture
e. lifestyle
Answer: d
Diff: 1
Type: MC
Page Reference: 136
Skill: Concept
66) Which of the following is a social movement growing out of the increasing concern
that our consumption behaviors are negatively affecting the physical environment?
a. behavioral targeting
b. green marketing
c. greenwashing
d. consumerism
e. environmentalism
Answer: e
Diff: 1
Type: MC
Page Reference: 136-137
Skill: Concept
67) A company that makes unfounded claims about the environmental impact of its
products is most likely to be accused of ________.
a. environmental stewardship
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b. violating the Kyoto Protocol

c. greenwashing
d. consumerism
e. environmentalism
Answer: c
Diff: 2
Type: MC
Page Reference: 138
Skill: Concept
68) ________ is the overall rank of people in a society.
a. The family life cycle
b. Mass-class
c. Subculture
d. Microculture
e. Social class
Answer: e
Diff: 1
Type: MC
Page Reference: 138
Skill: Concept
69) There are people who have similar income and education levels, and often share
tastes in clothing, decorating styles, and leisure activities. These people also share many
political and religious beliefs as well as ideas regarding valued activities and goals. These
people could all be categorized as being in the same ________.
a. family life cycle
b. social class
c. regional group
d. operant conditioning set
e. microculture
Answer: b
Diff: 2
Type: MC
Page Reference: 138
Skill: Concept
24
70) Which of the following refers to the hundreds of millions of global consumers who
now have a level of purchasing power that allows them to afford high-quality products
offered by multinational companies?
a. reference group
b. social class
c. mass-class
d. green market
e. microculture
Answer: c
Diff: 1
Type: MC
Page Reference: 139
Skill: Concept
71) ________ serve as visible markers to flaunt membership in higher social classes.
a. Heuristics
b. Psychographics
c. Status symbols
d. Reference groups
e. Attitudes
Answer: c
Diff: 1
Type: MC
Page Reference: 139
Skill: Concept
72) A ________ is a set of people a consumer wants to please or imitate.
a. culture group
b. family lifestyle group
c. perception group
d. reference group
e. social class group
Answer: d
Diff: 1
Type: MC
Page Reference: 139
Skill: Concept
25
73) ________ often influence others' attitudes or behaviors because others perceive them
as possessing expertise about a product.
a. Opinion leaders
b. Status symbols
c. Heuristics
d. Reference groups
e. Social classes
Answer: a
Diff: 1
Type: MC
Page Reference: 139
Skill: Concept
74) Some expectations regarding appropriate attitudes, behaviors, and appearances for
men and women come from society's strong pressure to conform to ________.
a. social classes
b. gender roles
d. microcultures
e. the family life cycle
Answer: b
Diff: 1
Type: MC
Page Reference: 140
Skill: Concept
75) According to your text, a metrosexual is ________.
a. a member of the mass-class with greater purchasing power and more access to high
quality goods
b. a man who does not adhere to his culture's evolving gender roles
c. a straight, urban man who is interested in fashion, home design, gourmet cooking, and
personal care
d. an "average Joe" who is conscious of many everyday lifestyle decisions but isn't overly
concerned with fitting into cultural trends
e. a straight, suburban man who adheres to his culture's traditional gender roles
Answer: c
Diff: 1
Type: MC
26
Page Reference: 140

Skill: Concept
76) The invitation to go skiing for the weekend forced Donna to look at her current
wardrobe. She decided she needed a much warmer coat. Donna was in which stage of the
purchase decision?
a. product evaluation
b. situational analysis
c. problem recognition
d. problem screening
e. information search
Answer: c
Diff: 2
Type: MC
Page Reference: 123
Topic: Problem Recognition
Skill: Application
77) Donna wants to buy a new coat. During the ________ stage of her purchase decision
she will ask her friends to recommend a store and/or a style of coat. She will search the
newspaper for coat sales, and she will visit nearby stores to see what is available in her
price range.
a. product evaluation
Answer: e
Diff: 3
Type: MC
Page Reference: 123
Skill: Application
78) When Tom wanted to buy a new gas grill, he searched for grills on the Internet. He
was able to gather information on grills and learn what features were available. Tom used
the Internet during the ________ stage of his purchase decision.
a. product choice
b. evaluation of alternatives
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Answer: e
Diff: 2
Type: MC
Page Reference: 123
Skill: Application
79) To determine the best price for a first edition copy of a Stephen King novel with a
dust jacket in mint condition, Jason would most likely use a(n) ________ to provide him
with pricing information from all the bookstores that currently have the requested book in
stock.
a. shopbot
b. behavioral targeter
c. search engine optimizer
d. sponsored search ad
e. search engine marketer
Answer: a
Diff: 2
Type: MC
Page Reference: 125
Skill: Application
80) Robert has taken up bicycle riding as a hobby and as a way to maintain his physical
stamina. He understands he will need to make sure he gets adequate water when he is
bike riding. He wants to buy a hydration system. Having gathered a great deal of
information, he has decided to compare three systems: Waterbags for Roadies,
Supertanker Hydropacks, and Fast Water. Robert is in the ________ stage of his purchase
decision.
b. evaluation of alternatives
c. product choice
d. postpurchase evaluation
e. information choice
Answer: b
Diff: 3
Type: MC
Page Reference: 125
Topic: Evaluation of alternatives
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Skill: Application
81) Ruth loves to bake homemade breads. She will use only Pillsbury flour because that's
the brand her mother, the best baker Ruth ever knew, always used. Ruth's brand loyalty is
a type of ________.
a. behavioral targeting
b. core competency
d. heuristic
e. self-esteem
Answer: d
Diff: 3
Type: MC
Page Reference: 126
Skill: Application
82) Leona purchased two bottles of wine from vineyards in Australia. When asked her
opinion of the wine, she said the burgundy wine tasted like alcoholic grape juice, but the
Chablis had a crisp taste that she really enjoyed. These statements were made during the
________ stage of Leona's purchase decision.
a. evaluative criteria selection
d. product choice
Answer: e
Diff: 2
Type: MC
Page Reference: 127
Skill: Application
83) Pat thought he had received the best deal on his new car. Shortly after the purchase,
Pat started to notice certain disadvantages of his new car as he learned more about other
cars available. Pat is experiencing ________.
a. perceived risk
b. multitasking
d. sensory marketing
e. consumerism
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Answer: c
Diff: 3
Type: MC
Page Reference: 127
Skill: Application
84) Juana looked at her September issue of O magazine and did not see anything of
interest. However, after her mother was diagnosed with bipolar disorder, Juana found the
issue extremely interesting because it offered advice on how to help people who are
suffering from this problem. The fact that the boring issue became quite interesting is
most directly due to a change in Juana's ________.
a. exposure
b. cultural values
c. attention
d. personality
e. self-concept
Answer: c
Diff: 3
Type: MC
Page Reference: 128
Topic: Perception
Skill: Application
85) Jell-O brand gelatin introduced a line of vegetable flavored gelatins, including tomato
and celery. The product failed because consumers associated Jell-O gelatin with a sweet,
fruit-based flavor. In this example, consumers' ________ made them unwilling to accept
the new product.
a. exposure
b. cognition
c. self-actualization needs
d. personalities
e. interpretation
Answer: e
Diff: 2
Type: MC
Page Reference: 130
Topic: Perception
Skill: Application
30
86) McDonald's placement of a small toy in each Happy Meal as a reward for coming to
the fast-food restaurant and ordering its food is based on which theory of learning?
a. operant conditioning
c. cognitive learning
d. classical conditioning
Answer: a
Diff: 3
Type: MC
Page Reference: 130
Topic: Learning
Skill: Application
87) Beautiful actresses appear in ads testifying to the quality of a brand of hair coloring
products. This is an application of which learning theory?
a. operant conditioning
c. hierarchy of needs
d. classical conditioning
Answer: e
Diff: 2
Type: MC
Page Reference: 132
Topic: Learning
Skill: Application
88) Several years ago, when the California raisin growers faced a surplus of raisins, they
realized the problem resulted from consumers' evaluation of raisins as boring. To change
consumers' ________ raisins, the California Raisin Advisory Board created the dancing
raisins.
a. motivation for
b. self-concept of
c. personality profiles of
d. attitude toward
e. conditioning toward
Answer: d
Diff: 3
Type: MC
Page Reference: 132
31
Topic: Attitudes
Skill: Application
89) A marketer of hair care products targeted at African American women created an
advertising message that told the women their hair could be worn any way they wanted as
opposed to wearing it straight. The message suggested the women did not need to
conform to the mainstream media definition of beauty. It is most accurate to say that this
ad was based on an understanding of ________.
a. social class
b. the family life cycle
c. self-concept
d. lifestyle
e. sensory marketing
Answer: c
Diff: 3
Type: MC
Page Reference: 133
Topic: Attitudes
Skill: Application
90) When he was a twenty-year-old bachelor, Hugh Atwater had different consumer
needs than he did when he married at twenty six, fathered twins at twenty eight, and
divorced at thirty seven. These changes in Atwater's consumer needs are directly related
to changes in his ________.
a. reference group
b. adoption stage
c. family life cycle
d. subculture
e. microculture
Answer: c
Diff: 3
Type: MC
Page Reference: 133
Topic: Attitudes
Skill: Application
91) There is a trend in the United States toward rediscovering the flavor of regional
cooking and the use of locally grown ingredients. People are choosing to spend hours in
the kitchen using only the freshest ingredients to recreate culinary traditions. This change
in ________ is one of the reasons the number of farmers markets in the United States has
increased by 70 percent in the last eight years.
32
a. the family life cycle

b. lifestyles
c. demographics
d. personality
e. social class
Answer: b
Diff: 2
Type: MC
Topic: Lifestyles
Skill: Application
92) Cyber-hangouts in Europe try to increase customer traffic with computer game
competitions. In doing so, the retailers show their awareness of the importance of
________ in designing the activities offered in the store.
a. lifestyle
b. self-concept
c. family life cycles
d. situational influences
e. social class
Answer: d
Diff: 2
Type: MC
Page Reference: 134
Topic: Situational Influences
Skill: Application
93) Leah enjoys designing her own cards at kiosks at Hallmark card shops. Through the
use of a computer program, she can select pictures that best communicate her message,
and then she can type in her own message. Once her card is printed, she pays for it just as
if she purchased it off the rack. In this case, Leah is reacting positively to which
situational influence?
a. the physical environment
b. microculture
c. reference groups
d. consumerism
e. time poverty
Answer: a
Diff: 3
Type: MC
Page Reference: 135
33
Topic: The physical environment

Skill: Application
94) Jane's aunt wants a cashmere blanket to put over her legs when she watches television
from her favorite chair. Jane could drive fifty miles and pay $90 for the blanket, or she
could order one off the Internet for $168. Because Jane works fifty hours a week, cares
for three children, and tries to help her aunt, she opts to buy the blanket on the Internet.
This is an example of how ________ influences the consumer decision-making process.
a. a microculture
b. an opinion leader
c. a reference group
d. time
e. learning
Answer: d
Diff: 2
Type: MC
Page Reference: 136
Skill: Application
95) ________ are traditionally practiced by many universities each year and include
activities such as the engineering students at the University of Missouri at Rolla parading
through town with shillelaghs on St. Patrick's Day.
a. Heuristics
b. Psychographics
c. Mass-classes
d. Rituals
e. Cultural values
Answer: d
Diff: 2
Type: MC
Page Reference: 137
Skill: Application
96) Generation Xers, who were born between 1965 and 1976, share the childhood
experiences of higher parental divorce rates, recession, and corporate downsizing. They
tend to care about the environment and value experience over acquisition. Generation
Xers make up a ________.
a. subculture
b. microculture
34
c. social class
d. life-cycle stage
e. lifestyle
Answer: a
Diff: 3
Type: MC
Page Reference: 137
Skill: Application
97) The South-East Asians in Canada who share some distinctive beliefs such as strong
family values and religious faith are an example of a ________.
a. subculture
b. reference group
c. social class
d. microculture
e. lifestyle
Answer: a
Diff: 2
Type: MC
Page Reference: 137
Skill: Application
98) Easy Spirit uses ads featuring a country music singer with the hope that her fans will
see her wearing Easy Spirit shoes and want to wear the same shoes she wears. Easy Spirit
is hoping the singer's fans view her as a ________.
a. steward
b. status symbol
c. heuristic
d. reference group
e. microculture
Answer: d
Diff: 2
Type: MC
Page Reference: 139
Skill: Application
35
99) The founder of the upscale shoe company Harry's Shoes Ltd. persuaded actors to
wear prototypes of his company's shoes to the Oscars. This shoe company believed that
the actors would be ________ for the company.
a. opinion leaders
b. heuristics
c. mass-classes
d. stewards
e. subcultures
Answer: a
Diff: 3
Type: MC
Page Reference: 139
Skill: Application
100) According to ________, men are not supposed to like movies that are described as
"chick flicks," and women are not supposed to like movies that emphasize violence and
destruction.
a. social classes
b. gender roles
c. subcultures
d. situational influences
e. reference groups
Answer: b
Diff: 2
Type: MC
Page Reference: 140
Skill: Application
101) High-involvement purchase decisions likely involve extended problem solving.
a. True
b. False
Answer: a
Diff: 1
Type: TF
Page Reference: 120
Skill: Concept
36
102) Purchase decision making usually begins with information search and then moves to
evaluation of alternatives.
a. True
b. False
Answer: b
Diff: 1
Type: TF
Page Reference: 122
Skill: Concept
103) Behavioral targeting is a marketing strategy used exclusively on the Internet.
a. True
b. False
Answer: b
Diff: 1
Type: TF
Page Reference: 125
Skill: Concept
104) Marketers can have little to no effect on the evaluative criteria consumers use.
a. True
b. False
Answer: b
Diff: 1
Type: TF
Page Reference: 126
Skill: Concept
105) The creation of brand loyalty has had little effect upon marketing and consumer
purchases over the years.
a. True
b. False
Answer: b
Diff: 1
Type: TF
Page Reference: 126
37

Skill: Concept
106) The belief that a high price for a product means high product quality is an example
of a heuristic.
a. True
b. False
Answer: a
Diff: 1
Type: TF
Page Reference: 126
Skill: Concept
107) Perception is an example of an internal influence on the consumer decision-making
process.
a. True
b. False
Answer: a
Diff: 1
Type: TF
Page Reference: 128
Topic: Perception
Skill: Concept
108) Because there is substantial evidence that subliminal advertising is effective, many
media companies reject any advertising that contains subliminal messages.
a. True
b. False
Answer: b
Diff: 1
Type: TF
Page Reference: 129
Topic: Perception
Skill: Concept
109) Increased consumer multitasking has led advertisers to be more creative in the types
of messages they send.
a. True
38
b. False
Answer: a
Diff: 3
Type: TF
Page Reference: 130
Topic: Perception
Skill: Concept
110) According to Maslow's hierarchy of needs, a person is concerned with fulfilling
basic physiological needs before he is concerned with fulfilling social or psychological
needs.
a. True
b. False
Answer: a
Diff: 1
Type: TF
Page Reference: 130
Topic: Motivation
Skill: Concept
111) In a laboratory experiment, a rat in a maze learns the quickest route to a piece of
cheese after several attempts. This is an example of observational learning.
a. True
b. False
Answer: b
Diff: 1
Type: TF
Page Reference: 131
Topic: Learning
Skill: Concept
112) A consumer's age is typically the most reliable predictor of what products will
appeal to the consumer.
a. True
b. False
Answer: b
Diff: 1
Type: TF
Page Reference: 133
39
Topic: Attitudes
Skill: Concept
113) Using psychographics, marketers create profiles of customers who resemble each
other in terms of their activities and patterns of product use.
a. True
b. False
Answer: a
Diff: 1
Type: TF
Page Reference: 134
Topic: Attitudes
Skill: Concept
114) The physical environment of a store can strongly influence customer behaviors.
a. True
b. False
Answer: a
Diff: 2
Type: TF
Page Reference: 135
Topic: Situational Influences
Skill: Concept
115) Culture is society's personality.
a. True
b. False
Answer: a
Diff: 2
Type: TF
Page Reference: 136
Skill: Concept
116) Microcultures are groups of consumers who identify with a specific activity or art
form.
a. True
b. False
40
Answer: a
Diff: 2
Type: TF
Page Reference: 136
Skill: Concept
117) The Kyoto Protocol requires multinational companies to assume a position of
environmental stewardship.
a. True
b. False
Answer: b
Diff: 2
Type: TF
Page Reference: 138
Skill: Concept
118) Companies using a green marketing strategy are trying to appeal to the growing
trend of environmentalism.
a. True
b. False
Answer: a
Diff: 2
Type: TF
Page Reference: 138
Skill: Concept
119) People who are within the same social class have similar income levels but usually
do not share common tastes in clothing, decorating styles, and leisure activities.
a. True
b. False
Answer: b
Diff: 2
Type: TF
Page Reference: 138
Skill: Concept
41
120) Opinion leaders influence younger consumers but usually have little or no effect on
adults seeking to make a major purchase.
a. True
b. False
Answer: b
Diff: 3
Type: TF
Page Reference: 139
Skill: Concept
121) Heuristics can be used to explain why Madelyn always buys a specific brand of
deodorant and why Ralph always buys whatever brand he happens to see first.
a. True
b. False
Answer: a
Diff: 3
Type: TF
Page Reference: 126
Skill: Concept
122) When an insurance company tailors its promotional messages to show how its
products protect people from being devastated by a natural disaster or an accident, the
company is appealing to a higher level need on Maslow's hierarchy of needs.
a. True
b. False
Answer: b
Diff: 3
Type: TF
Page Reference: 130
Topic: Motivation
Skill: Application
123) The cognition component of a person's attitude would typically be more influential
than the affect component for purchases such as scented candles, bath salts, and luxurious
towels.
a. True
b. False
42
Answer: b
Diff: 3
Type: TF
Page Reference: 130
Topic: Attitudes
Skill: Application
124) A belief that your family is more important then your job is an example of a cultural
value.
a. True
b. False
Answer: a
Diff: 3
Type: TF
Page Reference: 137
Skill: Concept
125) For marketers, racial and ethnic subcultures are less important than more easily
defined microcultures such as avid Green Bay Packers fans or devotees of Southern
gospel music.
a. True
b. False
Answer: b
Diff: 3
Type: TF
Page Reference: 137
Skill: Concept
126) What is consumer behavior? Give examples of the types of questions about
consumer behavior that marketers research.
Answer:
Consumer behavior is the process individuals or groups go through to select, purchase,
use, and dispose of goods, services, ideas, or experiences to satisfy their needs and
desires. Consumers use a decision-making process involving a number of steps, and they
are influenced by a variety of factors when selecting and using products. Consumer
behavior is an ongoing process. Marketers are interested in understanding where
consumers buy, what they buy, and when they buy. Marketers are also interested in
43
knowing how and when consumers actually use their products. Marketers also need to
understand the internal and external factors that influence each step in the consumer
Diff: 2
Type: ES
Page Reference: 120
Skill: Concept
127) Compare the habitual decision-making process and the extended problem-solving
process. Give an example of when a consumer might use each in the consumer decisionmaking process.
Answer:
Researchers think of decision making on an "effort" continuum, with habitual decision
making at one end of the continuum and extended problem solving at the other end.
Decisions that fall in the middle of the continuum are characterized by limited problem
solving. Habitual decision making requires little effort or thought, while extended
problem solving requires research, thought, and time. Consumers use habitual decision
making when they make purchases automatically, without comparing alternatives or
searching for information. A consumer uses habitual decision making when he buys the
same brand of cereal or yogurt every week. Consumers use extended problem solving
when they are highly involved with a purchase with a high level of perceived risk, such
as buying a new car or house.
Diff: 2
Type: ES
Page Reference: 121
Skill: Concept
128) Briefly describe each step in the consumer decision-making process.
Answer:
The steps in the consumer decision-making process are problem recognition, information
search, evaluation of alternatives, product choice, and postpurchase evaluation. In the
problem recognition step, a consumer realizes that there is a significant difference
between her current state and a desired state. To solve this problem, she begins the
process of deciding on a purchase to achieve that desired state. Once she has recognized a
problem, the consumer will conduct an information search, checking her memory and the
environment to identify options that might solve her problem. After gathering the product
information, the consumer will identify the products that interest her and then narrow
down her choices by evaluating the pros and cons of each remaining option. The next
44
step is the actual product choice and purchase. After purchasing the product, the
consumer will have some level of satisfaction or dissatisfaction with the product, which is
her postpurchase evaluation.
Diff: 2
Type: ES
Page Reference: 122
Skill: Concept
129) How do heuristics affect a consumer's decision-making process? Give two examples
of heuristics you might use when shopping.
Answer:
Heuristics are decision guidelines, or mental rules-of-thumb, that help consumers
evaluate the merits of competing brand claims. The more heuristics a consumer has, the
easier the consumer decision-making process is. For example, if you know that a
particular brand of jeans always fits just right, then you will not spend time looking at
other brands. Brand loyalty is the most commonly used heuristic. Other common
heuristics include country-of-origin preferences and "price = quality."
Diff: 2
Type: ES
Page Reference: 126
Skill: Concept
130) Describe the process of perception and discuss how marketers can influence each
component of the perception process.
Answer:
Perception is the process by which people select, organize, and interpret information from
the outside world. The three components of perception are exposure, attention, and
interpretation. Exposure is the extent to which a person's sensory receptors--eyes, ears,
nose, mouth, and skin--are capable of registering a stimulus. Attention is the extent to
which we devote mental-processing activity to a marketing stimulus. We do not attend to
every stimulus to which we are exposed. Interpretation is the process of assigning
meaning to a stimulus based on prior associations and assumptions. Marketers should
present their messages in media that increase consumer exposures and that increase the
likelihood of consumer attention. Because consumers may not interpret messages in the
way marketers intended, marketers should take care to avoid content that would lead to
possible misinterpretations.
Diff: 2
45
Type: ES
Topic: Perception
Skill: Concept
131) Explain Maslow's Hierarchy of Needs.
Answer:
Maslow suggested that our unfulfilled needs motivate us and that our needs are arranged
in a hierarchy. The hierarchy of needs includes physiological, safety, social, self-esteem,
and self-actualization needs. Maslow suggested that we fill the bottom-level, basic needs
first before moving up the hierarchy. Until more basic needs such as safety are fulfilled,
an individual has little interest in higher-level needs such as esteem and self-fulfillment.
Diff: 2
Type: ES
Page Reference: 130
Topic: Motivation
Skill: Concept
132) In a marketing context, a person's attitude has three components. What are these
components? List and briefly describe each in the context of marketing.
Answer:
The three components of attitude are affect, cognition, and behavior. Affect is the feeling
component of attitudes, the overall emotional response a person has to a product.
Cognition is the knowing component, or the belief and knowledge a person has about the
product. Behavior is the doing component, which involves a person taking action by
deciding to buy or use the product. Affect is usually the dominant attitude factor for
decisions involving expressive products, such as perfume or clothing. Cognition is
usually the dominant attitude factor for decisions involving complex products, such as
cameras or laptops.
Diff: 2
Type: ES
Page Reference: 132
Topic: Attitudes
Skill: Concept
133) Briefly compare and contrast the internal influences of personality, self-concept, and
lifestyle and discuss how each is relevant to marketers.
Answer:
46
Personality is the set of unique psychological characteristics that consistently influences

the way a person responds to situations in the environment. Self-concept involves both
psychological and behavioral factors. It is a person's positive or negative attitude toward
his own abilities, behaviors, and personal attributes. Lifestyle is more behavioral than
psychological--it is a pattern of living expressed through a person's activities, interests,
and opinions. Personality, self-concept, and lifestyle are all important concepts for
marketers to understand in their target markets. Marketers create brand personalities that
match specific personality types to encourage consumers to see specific products as
extensions of their own personalities. Marketers can appeal to consumers based on selfconcept when marketing beauty and fashion products, among others. Lifestyle
characteristics are also important for marketers. Data on activities, interests, and opinions
can help marketers understand why people in the same demographic group are interested
in completely different products.
Diff: 2
Type: ES
Page Reference: 133
Topic: Personality
Skill: Concept
134) Social factors exert a broad and deep influence on consumer behavior. The marketer
needs to understand the role played by the buyer's culture, subculture, and social class.
Compare the roles of culture, subculture, and social class.
Answer:
Culture is made up of the values, beliefs, customs, and tastes a group of people produce
or practice. Each culture contains smaller subcultures, or groups of people who share a
distinctive set of beliefs or characteristics. Many racial and ethnic subcultures make up
important markets. Social classes are the overall rankings of people in a society.
Members of a social class share similar education and income levels, and often have
similar values, interests, and behaviors.
Diff: 3
Type: ES
Skill: Concept
135) How are consumer purchase decisions influenced by gender roles? Discuss how
these influences are changing and give two examples of how the consumer decisionmaking process might be affected by gender roles.
Answer:
47
Gender roles refer to society's expectations regarding the appropriate attitudes, behaviors,
and appearances for men and women. These gender roles are constantly evolving,
particularly in a complex society such as the United States. Women have stepped out of
the traditional roles of wife and mother, and men have expanded beyond the traditional
role of husband and provider. Consumers receive contradictory messages about
"appropriate" gender roles. Young women see provocative musicians and actresses
emphasizing their sexuality but also receive messages about the value of modesty in
women. Young men see messages aimed at the metrosexual market, emphasizing fashion,
appearance, and design. They also receive messages about the value of old-school
masculinity.
Diff: 3
Type: ES
Page Reference: 140
Topic: Gender Roles
Skill: Concept
136) How does a television commercial about a company that will help a person lose
weight attempt to influence the problem recognition phase of the consumer decisionmaking process? Explain your answer
Answer:
Problem recognition occurs when a consumer recognizes that his current state is not his
desired state. A television viewer may watch this commercial and decide that he wants to
look more like the person in the commercial, thus recognizing there is a gap between his
current state and his desired state.
Diff: 3
Type: ES
Page Reference: 123
Skill: Concept
137) Explain the role of marketers in the information search step of the consumer
decision-making process. Give an example of how the marketer might execute this role.
Answer:
The role of marketers in the information search step of the consumer decision-making
process is to make the information consumers want and need about their product easily
accessible. The student may give different examples that could include making
information accessible to the consumer through the Web, magazines, radio, TV, and retail
stores.
Diff: 3
48
Type: ES
Page Reference: 123
Skill: Concept
138) Explain how and why marketers use search engine optimization (SEO).
Answer:
Any online search results in multiple hits, and marketers want their Web sites to be
among the handful that consumers actually examine. Through search engine
optimization, marketers identify the key words consumers are using in their searches and
then edit their site's content to contain those key words so the site will come up high in
online search results.
Diff: 3
Type: ES
Page Reference: 124
Skill: Concept
139) Discuss how marketers may be able to reduce postpurchase cognitive dissonance.
Answer:
Marketers should try to improve after-sale communications, providing evidence and
support to help consumers feel good about their purchases.
Diff: 3
Type: ES
Page Reference: 127
Skill: Concept
140) Why is it becoming more difficult for marketers to grab consumers' attention?
Answer:
More and more people engage in multitasking using multiple media, leading to shorter
consumer attention spans. Exposure to a marketing message does not guarantee consumer
attention because consumers are exposed to an overwhelming volume of messages.
Diff: 3
Type: ES
Page Reference: 130
Topic: Perception
49
Skill: Application
141) Explain how consumers can learn about products without deliberately setting out to
do so.
Answer:
Marketing messages typically attempt to teach consumers something about a product,
whether a positive association with a product through classical conditioning, a sense of
reward when using the product through operant conditioning, or an observation about a
desired state achieved by the product through observational learning.
Diff: 2
Type: ES
Page Reference: 130
Topic: Learning
Skill: Application
142) A television commercial shows several men and women exercising using a certain
type of exercise equipment in a health club. Each person in this commercial is in very
good physical condition and is enjoying the exercise routine. What style of learning is
being encouraged in this commercial? Explain your response.
Answer:
This commercial uses observational learning, showing viewers the physical conditions of
the people at the health club who are using the exercise equipment. Viewers learn through
observation that going to a health club and using exercise equipment will make them look
like the people in the commercial.
Diff: 2
Type: ES
Page Reference: 131
Topic: Learning
Skill: Application
143) Which internal influence on consumer behavior most likely explains why so many
ads contain puppies, kittens, and small children that have nothing to do with the product?
Explain your answer.
Answer:
These are examples of classical conditioning, through which a person perceives two
stimuli (the product and the puppy, the kitten, or the child) at about the same time. The
marketer is hoping the person has a positive response to the puppy, kitten, or child and
transfers this positive response to the product.
50
Diff: 3
Type: ES
Topic: Learning
Skill: Application
144) How have marketers responded to an increasing sense of time poverty among
consumers?
Answer:
More and more people feel pressed for time and look for products and services that help
them save time. In response, marketers offer services such as online shopping and express
lines at supermarkets.
Diff: 2
Type: ES
Page Reference: 136
Topic: Physical Environment
Skill: Application
145) What is the difference between a subculture and a microculture?
Answer:
A subculture is broader than a microculture. A subculture is a group within a larger
culture whose members share a distinctive set of beliefs or characteristics, while a
microculture is a smaller group whose members identify with a specific activity or art
form.
Diff: 2
Type: ES
Page Reference: 136
Skill: Application
146) What is consumerism and how has it influenced marketing?
Answer:
Consumerism is a social movement directed toward protecting consumers from harmful
business practices. Criticism from consumerists can be very damaging for a company in
today's connected world, so most companies take proactive steps toward protecting
consumers and practicing good business.
51
Diff: 3
Type: ES
Skill: Application
147) What is the difference between green marketing and greenwashing?
Answer:
Green marketing is a strategy of making marketing mix decisions that are earth-friendly
and profitable, while greenwashing is essentially false green marketing. Greenwashing
refers to a strategy of claiming that a product is better for the environment than it really is
in order to take advantage of the trend toward environmentalism.
Diff: 2
Type: ES
Page Reference: 138
Skill: Application
148) Many students in a junior high school wear the same style of shoes to school each
day. From the marketing perspective, why are these students conforming to a similar
style?
Answer:
Consumers often change their behavior to gain acceptance into a particular reference
group. Students in this junior high school may want to feel as if they are the same as their
fellow classmates, so they will wear the same style of shoes to be part of the group.
Diff: 3
Type: ES
Page Reference: 138
Topic: Social Class
Skill: Application
149) In what way might a marketer rely on opinion leaders?
Answer:
Opinion leaders can influence other larger groups of consumers to be attracted to a
marketer's products.
Diff: 3
Type: ES
52
Page Reference: 139

Topic: Social Class
Skill: Application
150) How do marketers deliberately play a part in enforcing society's expectations
regarding gender roles?
Answer:
Society's gender roles are expectations regarding the appropriate attitudes, behaviors, and
appearances for men and women. These assumptions about the proper roles of men and
women, flattering or not, are deeply ingrained in marketing communications. As
consumers, we see women and men portrayed differently in marketing communications
and in products promoted to the two groups.
Diff: 3
Type: ES
Page Reference: 140
Topic: Social Class
Skill: Application
53

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Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

d. search engine marketing

Marketing: Real People, Real Choices

c. search engine optimizers

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

Objective: 4-1 Consumer decision-making process

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

b. learning takes place as the result of connections we form between events

Marketing: Real People, Real Choices

47) An attitude is ________.

Marketing: Real People, Real Choices

50) ________ is the knowing component of attitudes. It is the beliefs or knowledge a

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

Page Reference: 133

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

e. motivation and self-concept

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

b. violating the Kyoto Protocol

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

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Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

a. the family life cycle

Marketing: Real People, Real Choices

Topic: The physical environment

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

Topic: Consumer decision-making process

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

Personality is the set of unique psychological characteristics that consistently influences

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices

Marketing: Real People, Real Choices