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Psychology
Q:
Culture is best described as society's ________.
A) attitude
B) consciousness
C) personality
D) history
Q:
Choose a myth and explain the myth in terms of the four interrelated functions myths play in a culture.
Q:
Use the example of a political campaign to discuss the relationship between various cultural formulas and reality engineering.
Q:
A female writer looks at a common myth of the Western culture and writes a novel applying that myth to fictional modern characters. Using the concept of a culture production system (CPS), explain how this writer will market her ideas to her readers.
Q:
Use cultural ideas about food and eating as examples to explain the differences between the three types of crescive norms discussed in the book.
Q:
Some people have been offended when marketers refer to an event such as the Super Bowl as a sacred event. They believe that business people are being disrespectful. Explain how the concept of sacred in consumer behavior is both the same and different from the concept of sacred in a traditional religious context.
Q:
How can a myth be true and false at the same time?
Q:
Explain the three distinct stages of gift-giving rituals.
Q:
Identify what the term cooptation means. Give an illustration of the concept and demonstrate how it applies to the movement of meaning as shown in the text.
Q:
Compare and contrast sacred and profane consumption.
Q:
Define rites of passage and indicate the various stages of role transition that can occur. Give at least two examples of rites of passage.
Q:
Explain the idea of an antifestival and describe an example of an antifestival.
Q:
Describe the difference between an enacted norm and a crescive norm. Indicate forms that the crescive norm may take.
Q:
A customer searching for an SUV is trying to decide what to buy. She decides to limit her options by using the following strategy. First, the car must be a Honda or a Toyota because the customer believes that they have the highest quality. Second, the vehicle cannot cost more than $30,000 or get less than 10 miles per gallon. Third, the remaining vehicles' interiors, comfort, and instrument panel will be judged by giving each a score and summing them. The SUVs that are left, with the highest summed scores, will be selected for an intensive test drive. What type of decision rules was this customer proposing to use? There will be more than one rule used.
Q:
Under what conditions would a customer resort to cognitive decision-making when presented with a problem characterized as a need recognition? Give an example.
Q:
Demonstrate how a marketer could use neuromarketingto advance the cause of his product. You may use any example you choose for your demonstration.
Q:
Pepsi A.M. was positioned as a coffee substitute. In one test market, Pepsi A.M. was introduced onto a university campus. It was both an immense hit and a total failure. The product always sold out of the vending machines, but the consumption of coffee stayed the same and the sale of other Pepsi products declined. In terms of levels of categorization, discuss what created the problem in the test market.
Q:
What is an evoked set? What is a consideration set? Create examples to illustrate the terms.
Q:
Purchase decisions that involve extensive search also entail some kind of perceived risk (a belief that the purchase potentially could have negative consequences). Name five perceived risks, indicate the kinds of consumers most vulnerable to each risk, and indicate the types of purchases most sensitive to each.
Q:
Why would customers with a moderate knowledge of a product seek more information than either someone with no information or someone with extensive knowledge?
Q:
Define problem recognition. Show how problems can arise. Give a brief example to illustrate the problem recognition process.
Q:
Explain the concept of narrative transportation and provide an example of a time from your own life that this state was triggered by an ad.
Q:
Explain the meaning of covariation and provide an example from your own past buying behavior.
Q:
Define noncompensatory rules used in purchase decision-making. Describe the types of rules that fall under this category.
Q:
What is a decision-making heuristic? Describe two typical heuristics used in consumer decision-making situations.
Q:
Describe the loss-aversion bias and provide an example from your own experience.
Q:
Briefly describe and compare the three types of decision-making emphasized in the text.
Q:
List and define the five stages of the cognitive decision-making process.
Q:
The concepts of mental accounting, prospect theory, and perceived risk all remind a marketer that the customer's perception is more important than an objective reality when trying to understand consumer behavior.
Q:
Constructive processing is much like a mental budget for the effort we'll need to make different choices.
Q:
Unless a purchase decision is risky and/or has high involvement, it is reasonable for a customer to shorten the decision process by limiting the information search and evaluation of alternative stages rather than thoroughly undertaking each step.
Q:
Jonesy will buy only the lowest-priced spark plug when he goes shopping for auto supplies. Because his car is very old, he really doesn't care about any other qualities. Jonesy is most likely using the noncompensatory decision rule.
Q:
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.
Q:
Eun-Hee is a buyer of rugs made in Asia. She is extremely knowledgeable about her product line. One of her clients wants to purchase a rug made by a supplier with whom she has had little contact. Eun-Hee is more likely to engage in a broader search for information and gather more opinions from others about this new product than someone who was only moderately knowledgeable about the product line.
Q:
Hirosi ordered the expensive "heart attack special" at his local pub. It came with one-pound hamburger and a full bucket of fries. Halfway through the meal, Hirosi was not feeling well. Yet according to the sunk-cost fallacy,Hirosi will likely continue until he has finished the "special."
Q:
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 her grocery store, she decides that today is the day to experience root beer again. Claire has just conducted what is called an internal searchfor information.
Q:
Cedric runs out of gas. He thinks to himself, How stupid I am! Cedric has just experienced a form of problem recognition that is being dominated by a downward movement in his actual state.
Q:
Olga decided to buy a product at her grocery store because of a "surprise special." This is an illustration of the affective decision-making style.
Q:
If a consumer is following the lexicographic rule in her decision making, then she would select a brand that is the best on the most important attribute.
Q:
A consumer who falls back on "mental rules of thumb" when making a decision is using heuristics.
Q:
Neuromarketing refers to the use of software tools that try to understand and then apply a human decision maker's multiattribute preferences for a product category.
Q:
The success of a positioning strategy hinges on the marketer's ability to convince the consumer to consider its product within a given category.
Q:
Alternatives a consumer knows about are his evoked set, and the ones that he actually considers are called his consideration set.
Q:
Social risk occurs when the consumer's risk capital consists of self-esteem and self-confidence.
Q:
The research on loss aversion suggests that people tend to emphasize their losses more than their gains.
Q:
Decisions are influenced by the way a problem is posed. This is called framing.
Q:
People often engage in brand switching, even when their current brand satisfies their needs.
Q:
Incidental learning occurs after a very concentrated search for information.
Q:
Needs are created when the actual state of a customer declines.
Q:
Habitual decision-making is the lowest order of buying decision-making.
Q:
The experiential perspective stresses the importance of learning in decision-making.
Q:
Traditionally, consumer researchers have approached the study of decision making from an information-processing perspective.
Q:
The first step in the cognitive decision-making process is to conduct an information search.
Q:
Ellen stated that she would marry a millionaire. She applied a heuristic in judging men. They must wear expensive shoes and have an expensive automobile. What type of decision rule was Ellen most likely applying in her search for a millionaire husband?
A) lexicographic rule
B) elimination-by-aspects
C) conjunctive rule
D) weighted additive rule
Q:
What is a major distinction between customers who purchase a product because they are brand loyal and those who purchase by inertia?
A) the cost of the product
B) the social risk of the product
C) whether the purchase is made after a compensatory or noncompensatory decision process
D) whether the customers hold a very positive or weak attitude toward the product
Q:
A consumer can recognize a problem as either an opportunity or a need. How should promotions differ between those emphasizing opportunities and those emphasizing needs?
A) Promotions emphasizing needs should attempt to increase the consumer's ideal state, while promotions emphasizing opportunities should simply give locations where the products can be found for purchase.
B) Promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased.
C) Promotions emphasizing needs should increase the ideal state, while opportunity promotions should attempt to decrease the ideal state.
D) Promotions emphasizing needs should decrease the ideal state, while promotions emphasizing opportunities should provide buying locations.
Q:
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?
A) The company did not position the product well. It was difficult to convince consumers that a pill was a breakfast on the superordinate level; however, it did appear to fit appropriately within the superordinate category of diet pills.
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.
C) The company confused a superordinate level with a subordinate level of categorization.
D) The determinant attributes between diet pills and breakfast were not sufficiently strong.
Q:
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?
A) Mental accounting emphasizes the extraneous characteristics of the choice environment even if the results are not rational.
B) Most people are unaware of the true risk of making certain decisions and believe that a larger wager has higher odds of winning.
C) The luxurious surroundings increase the probability of classical conditioning through mere exposure, which results in behavior that is not rational.
D) The functional risk of gambling is decreased in luxurious surroundings, leading gamblers to wager more.
Q:
Chen Lo used a decision rule that says, "only buy well-known brand names" when selecting a set of golf clubs. He did not look at price, the store, or even discounts when purchasing clubs. Chen Lo's purchasing pattern is an example of a consumer using a ________ rule.
A) habitual decision
B) compensatory
C) noncompensatory
D) conjunctive
Q:
Latrell finds that every time he goes to select athletic shoes, he always buys the same brand. In fact, he doesn't even remember trying on any of the other competitive brands even though some of these brands have attractive styles and prices. Latrell's purchase decision process has become one of less and less effort. Latrell's decision process is an example of ________.
A) cognitive dissonance
B) information discrimination
C) cognitive miser behavior
D) inertia
Q:
When Japanese cars first became popular in the United States, some drivers of domestic cars placed bumper stickers on their vehicles that stated "Hungry? Eat your foreign car." These stickers encouraged people to support local workers and keep an American advantage in the balance of trade between Japan and the United States. The attitude expressed by the stickers is best described as ________.
A) national inertia
B) lexicographic determinism
C) stereotyping
D) ethnocentrism
Q:
Kraft has repackaged its salad dressings as "anything" dressings to encourage people to shift their ________ and consider the dressings as a complement to more than just salads.
A) demonstration signals
B) knowledge structures
C) mental maps
D) mean-end chains
Q:
Coca-Cola is most likely an example of a(n) ________ product because it characterizes an entire category of soft drinks.
A) exemplar
B) criteria
C) heuristic
D) evoked
Q:
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
D) cognitive misers
Q:
Of the following products, which one would typically carry high psychological risk for the average consumer?
A) lawn mower
B) kitchen blender
C) expensive mink coat
D) family vacation to a theme park
Q:
Les just bought a megaphone of root beer. As he drinks from the giant cup, he eventually becomes full. One of his friend's comments, "If you don't stop drinking that stuff, you will get sick." Les replies, "Hey, I bought it, and I am not going to waste one drop of it." Les's behavior could best be described by which of the following mental biases?
A) loss aversion
B) hyperopia
C) risk positioning
D) the sunk-cost fallacy
Q:
Kent, a college student, is a loyal Coca-Cola drinker. He averages about six Cokes a day. He even prefers Coke to water. However, today when he passed a vending machine in his dorm, he bought a new flavor of soft drink called Big Red. Which of the following most accuratelyexplains his behavior, given the facts about Kent's previous behavior?
A) Kent is variety seeking.
B) Kent is brand switching.
C) Kent is involved in cognitive decision-making.
D) Kent is influenced by peer pressure.
Q:
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
B) ongoing search
C) internal search
D) delayed search
Q:
Jeff is tired of the numerous breakdowns and peeling paint on his old car. When Jeff begins to think actively about his car in this way, which of the following cognitive decision-making process steps is Jeff going through?
A) information search
B) evaluation of alternatives
C) problem recognition
D) product choice
Q:
How can a marketer boost a person's motivation to process relevant information?
A) using novel stimuli
B) using broadcast media
C) approaching a mass market
D) minimizing competitive scope
Q:
A hot and thirsty customer buys a cool drink and finds it very satisfying. He then buys another drink even though he had not initially planned on buying two and even though he is no longer thirsty. This is an example of ________.
A) purchase momentum
B) rational decision making
C) feature creep
D) inertia
Q:
When using the ________ rule of decision-making, a consumer evaluates brands on the most important attribute, but specific cutoffs are imposed.
A) lexicographic
B) elimination-by-aspects
C) conjunctive
D) compensatory
Q:
When the ________ rule of decision-making is used, the brand that is the best on the most important attribute is the one selected.
A) elimination-by-aspects
B) conjunctive
C) compensatory decision
D) lexicographic
Q:
A ________ rule means that a product with a low standing on one attribute cannot make up for this position by being better on another attribute.
A) noncompensatory decision
B) lexicographic
C) compensatory decision
D) conjunctive
Q:
________ is a low-involvement medium because the role of the audience is passive, while ________ is a high-involvement medium because the role of the audience is active.
A) Television, print
B) Print, television
C) Internet, television
D) Billboard, broadcast
Q:
The tendency for people to prefer products from their own culture rather than those of another culture is called ________.
A) xenophobia
B) ethnocentrism
C) ethnographics
D) altruism
Q:
A mental or problem-solving shortcut to make a purchase decision is called a(n) ________.
A) determinant
B) detail rule
C) heuristic
D) experience rule
Q:
At mymms.com, you can upload a photo and order a batch of M&Ms with a face and personal message printed on the candy shell. This is an example of ________.
A) micromarketing
B) mass customization
C) long tail
D) mass personalization
Q:
What type of cybermediaries are intelligent agents?
A) They are cookies used to track IP addresses of computer users.
B) They are people who can help computer users with problems they encounter when trying to shop online; contacts are direct and in-person.
C) They are sophisticated software programs that use collaborative filtering technologies to learn from past user behavior in order to recommend new purchases.
D) They are search engines specifically designed for online marketing and other forms of e-commerce.
Q:
According to the theory called ________, a company can make money if it sells small amounts of items that only a few people want if the company sells enough different items.
A) feature creep
B) the long tail
C) Zipf's Law
D) neuromarketing