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Question
Using the chapter topics, discuss why an alternate reality game such as McDonald's the Lost Ring could be useful for targeting customers.Answer
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Sylvester is a financially poor college student. He tries to make every purchase decision a wise one because of his economic situation. Based on the types of risk mentioned in the text, Sylvester's primary risk when making decisions would appear to be a psychological risk.
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Traditionally, consumer researchers have approached the study of decision making from an information-processing perspective.
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The first step in the cognitive decision-making process is to conduct an information search.
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A small company, Craig Inventions, produced a pill that had the nutrient value of a healthy breakfast. The company put the product on the market as a substitute for breakfast for busy people. The product failed. Craig Inventions then marketed the pill as a diet product and it became very successful. What does the example best demonstrate?
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B) The company confused a subordinate level with a basic level of categorization, which led to the company's failure to identify the product's most important competitors.
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Casinos make their interiors very plush and expensive looking, knowing that gamblers who would be reluctant to make a $10 bet in average surroundings would gladly make $100 wagers in luxurious surroundings. Which of the following best explains the gamblers' behavior?
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B) Most people are unaware of the true risk of making certain decisions and believe that a larger wager has higher odds of winning.
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Consumers can be thought of as ________ because they tend to make decisions in the simplest way possible.
A) high in need for cognition
B) superprocessors
C) utility maximizers
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What type of information search is a female customer engaged in when she scans the newspaper ads every day for new information on fashions, even though she isn't thinking of buying anything anytime soon?
A) prepurchase search
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Under ________, utility is defined in terms of gains and losses.
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A consumer who uses a few simple decision rules to arrive at a purchase decision is using which of the following?
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In Japanese, the word gemba means ________.
A) a possible interpretation of the truth
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A) Japan
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A) norms
B) business ethics
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Values associated with a long-term orientation are respect for social obligations and the need to save face.
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A metaphysical myth fulfills the cultural function of explaining how the components of the universe relate to each other.
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Country singers Marty Stewart and Travis Tritt and their record label decided to change the culture of the Country and Western music scene. With their now famous "No Hats" tour, the singers abandoned conventional country and western fashion (they threw away their hats, let their hair grow long, and wore t-shirts) and tried to appeal to larger and younger audiences with a grinding, sexy message. The process that these singers went through is best described as a ________.
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B) culture production system (CPS)
C) culture distribution system (CDS)
D) culture gatekeeping process (CGP)