Reference no: EM13872971

I. Multiple Choice-

1. Josh is in elementary school and he has learned that when he gets good grades and behavior reports, his parents are really proud of him and reward him. As a result, he has developed a favorable attitude toward behaving performing well in school. This attitude is serving which function?
A. utilitarian.
B. value-expressive.
C. ego-defensive.
D. knowledge.
E. orientation.

2. Kimberly-Clark is interested in mothers' emotional reactions to their Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in?
A. knowledge.
B. cognitive.
C. behavior.
D. orientation.
E. affective.

3. Brooke, an independent movie director, is attempting to craft a movie trailer than will result in consumers having a positive attitude toward her new movie. According to the hierarchy of effects model, what specific aspect of attitude should Brooke primarily focus on?
A. behavior
B. affect
C. knowledge.
D. cognition.
E. orientation.

4. Which of the following statements regarding the relationship between attitude and behaviors is MOST ACCURATE?
A. Even when the situation that consumers are in has a strong impact on their consumption, the link between attitudes and behavior is very strong.
B. Measuring consumers' overall attitude toward a product category is a better predictor of their behavior than measuring their attitudes toward a specific brand.
C. When consumers do not have the ability to purchase a product, the relationship between their attitude toward that product and their purchase behavior will still be strong.
D. Even attitudes which are weak can be used to accurately predict consumers' behavior.
E. If consumers' choices are very likely to be affected by other people's opinions, the relationship between consumers' attitudes and their behavior will probably be weak.

5. As discussed in class, the _______________________ model is the most widely used attitude model in marketing.
A. behavioral intentions
B. attitude consistency.
C. balance theory.
D. expectancy value.
E. attitude-toward-the object.

6. __________________ can be an effective way to change the BEHAVIOR component of attitudes.
A. Changing beliefs about a brand's attributes.
B. Using classical conditioning to improve affect.
C. Changing evaluations about a brand's attributes.
D. Repeatedly presenting a brand to consumers.
E. Offering free samples of a brand.

7. Which of the following is NOT a function served by attitudes?
A. utilitarian.
B. value-expressive.
C. ego-defensive.
D. knowledge.
E. hedonic.

8. After using the Attitude-Toward-the-Object Model to measure Washington high-school students' attitudes toward EWU, the average number generated is 150. What does this number mean for a marketer who is trying to improve attitudes toward the association?
A. Since this number is an attitude index, it is only useful in comparing EWU to other universities.
B. EWU needs to improve their emotional appeal to high-school students.
C. An a campaign emphasizing the academic strength of EWU should be conducted.
D. EWU should introduce a new belief-evaluation combination to improve students' attitudes.
E. High-school students don't have positive attitudes toward EWU.

9. Which of the following statements best describes the concept of attitude component consistency?
A. The attitude components do not change over time.
B. A change in one attitude components trends to produce related changes in the other components.
C. Often, individuals' beliefs about an object are very different from their feelings related to that object.
D. The attitude components operate independently on one another so that a change in one component does not lead to a change in the others.
E. Each attitude component is equally important, regardless of the situation.

10. In an attempt to alter the cognitive component of consumers' attitudes toward the Pepsi brand of cola, a freshness date was added on the cans. Pepsi wanted consumers to consider this attribute which was never a consideration before. Pepsi was using which strategy to alter the cognitive structure of a consumer's attitude?
A. create beliefs.
B. change evaluations.
C. create a new belief-evaluation combination.
D. change ideals.
E. change affect.

11. Janice and her mother were visiting an automobile showroom and looking at new cars, when they came to one car, Janice said, "I like that one." When her mother asked her why she liked it, she replied "I don't know, I just like it." Which component of attitude does this represent?
A. knowledge
B. cognitive.
C. behavior
D. orientation.
E. affective.

12. The cognitive component of attitude refers to:
A. how consumers' actually respond to an object.
B. judgments or beliefs about an object.
C. feelings toward an object.
D. behavioral intentions toward an object.
E. emotional reactions to an object.

13. Mitch likes big Ford pickup trucks because he thinks they help him show others that he is a rugged, macho kind of guy. This attitude serves which function for Mitch?
A. utilitarian.
B. value-expressive
C. ego-defensive.
D. knowledge.
E. hedonic.

14. Rolland will only buy American made products unless he has absolutely no other choice. He is always talking about how great American-made products are. This is an example of which personality trait?
A. need for uniqueness.
B. agreeableness
C. extroversion
D. ethnocentrism.
E. conscientiousness

15. When Sylvia completed high school and started applying to various universities, she kept Eastern Washington University at the top of her priority list as her parents wanted her to go there. This scenario illustrates the influence of a(n) _______________ on Sylvia's choice.
A. informal group.
B. dissociative group.
C. tertiary group.
D. primary group.
E. formal group.

16. Pi Sigma Epsilon (PSE) is a professional marketing fraternity that has an official initiation ceremony for all its new members. The national association has a Chapter Efficiency Index outlining the activities the chapter members are expected to do. PSE is an example of a(n) ______________ group.
A. informal group
B. dissociative group
C. tertiary group
D. primary group
E. formal group.

17. Aspirational group membership often appeals to the consumer's _______________ self.
A. actual.
B. social.
C. extended.
D. ideal.
E. real.

18. The Seminal Ballet Dancers is a group consisting of aspiring dancers. New members often mirror the attitudes and behavior of other members as doing so makes them feel like they fit in with the group. Which of the following types of social power is being illustrated in this scenario?
A. Referent power.
B. Legitimate power.
C. Expert power.
D. Reward power.
E. Coercive power.

19. Amy and Tim, a married couple, always thought that they would not enjoy going on a cruise since they typically did not enjoy beaches very much. After some of their close friends went on a cruise, they told Amy and Tim about all the fun things there were to do while cruising that did not involve going to the beach. After hearing about this, the couple decided to book a cruise to try it out. This represent _________________ influence, one of the ways that reference groups affect consumer behavior.
A. Informational.
B. Legitimate.
C. Utilitarian.
D. Coercive.
E. Value-expressive.

20. Miguel, a new salesperson for a large commercial construction company, has recently become a member of the local Rotary club. While the stated mission of this group is to provide humanitarian relief to people in need, the main reason Miguel wanted to be a part of the club is to connect with businesspeople and improve his sales. This represents _________________ reference group influence.
A. informational.
B. legitimate.
C. utilitarian.
D. coercive.
E. value-expressive.

21. Ebony is considering buying either a hot tub or a home theater sound system. How will her reference groups most likely impact her decision?
A. They will have not have much influence over which product or brand she chooses.
B. They will strongly influence which product she will buy but not which brand.
C. They will strongly influence which brand she will buy but not which product.
D. They will strongly influence which product and brand she will buy.

22. Which of the following statements regarding the change in the composition of households in the U.S.A since 1970 is MOST ACCURATE?
A. As a percentage, many more women are living alone, while married couples without children have risen substantially.
B. The increase in the percentage of households not headed by married couples has largely been ‘at the expense' of households headed by married couples without children.
C. The percentage of households represented by married couples with children has dropped substantially, while the proportion of men living alone has increased significantly.
D. The percentage of households where either women live alone or men live alone have both seen significant increases.
E. Most of the decline in married couples as a percentage of all households can be accounted for the increase in the number of nonfamily households.

For questions 23-25, refer to the scenario shown below.

Janice is excited because her boyfriend just asked her to marry him, and she naturally said yes. Though planning the wedding may be a big hassle for most people, Janice had it easy as her sister, a wedding planner, has taken over the task of planning the entire wedding. Janice felt that she should have been the one making all the decisions, but her sister chose to be the primary decision-maker on account of her professional competence. Since Janice's parents are paying for the wedding, she needs to abide by their wishes even though she might like to have a more extravagant reception than they are willing to pay for. She will be getting married in a church, and the minister said she and her fiancé would have to attend pre-marriage counseling sessions over six weeks. They are not really thrilled about doing that, but they know they can't get married in their church if they don't attend the sessions. Her parents are very frugal, and her mother even suggested that she wear her old prom dress instead of buying a new wedding gown. Janice was mortified when her mother suggested this, saying, "But mom, the dress is pink! What would people think if I wore a pink wedding dress? Wedding gowns are supposed to be white!" They settled on letting her pick her own gown, but her father had the last say on which one he would allow her to purchase since he was providing the money for it. The wedding day came and went without a hitch, and Janice is now a busy homemaker setting up her new household.

23. In the scenario above, Janice's sister is exhibiting what type of social power?
A. Referent power.
B. Legitimate power.
C. Expert power.
D. Reward power.
E. Coercive power.

24. In the scenario above, which type of power does the church's minister have over Janice and her fiancé?
A. Referent power.
B. Legitimate power.
C. Expert power.
D. Reward power.
E. Coercive power.

25. In the scenario above, which purchase role did Janice's father take in the purchase of her wedding dress?
A. initiator.
B. influencer.
C. information gatherer.
D. opinion leader.
E. purchase.

26. Melanie exercises almost every day. She is motivated by changing her current state of fitness to one that she perceives to be more ideal. Melanie is being motivated by what factor?
A. self-improvement.
B. self-actualization.
C. esteem.
D. homeostasis.
E. hierarchy of effects.

27. Which of the following is NOT a criticism of Maslow's hierarchy of needs theory?
A. Researchers cannot agree on how many motivations exist for humans.
B. The theory has never been properly validated.
C. Some researchers believe that consumers need to be connected with each other in order to achieve the other goals listed in the theory.
D. There are many instances where people's motivations clearly do not fit with the theory.
E. Culture does not have a significant impact on what motivates consumers' behavior.

28. Ralph is hungry and this inner force is making him search for the type of food he wants to eat. He decides that a seafood platter from Long John Silver's will best satisfy his hunger. This inner force that compels Ralph to search for food is known as a(n) _____________________.
A. motive.
B. personality trait.
C. emotion.
D. perception.
E. feeling.

29. According to regulatory focus theory, a campaign emphasizing how a security system can help people protect what they already have will be most appealing to consumers with what?
A. a prevention focus.
B. high situational involvement.
C. a promotion focus.
D. emotional involvement.
E. a highly utilitarian motivation.

30. Projective techniques are especially useful for understanding what consumers' _____________________ motives are.
A. manifest.
B. acceptable.
C. latent.
D. primary.
E. implicit.

31. The Teller family is building a new house, so they have lots of decisions to make. They don't really know much about plumbing fixtures, flooring, and appliances, and they don't care to know much about them either. However, they are currently visiting showrooms, searching the Internet, and seeking out other people's opinions to get information about all of these products. This represents which type of involvement?
A. enduring involvement.
B. situational involvement.
C. product involvement.
D. shopping involvement.
E. emotional involvement.

32. James begged his mother to buy him some Vans shoes. When asked why he wanted these shoes, he said that he wanted them because they were comfortable. However, he really wanted them because his two best friends had them, and if he had them, he would be considered ‘cool', but he didn't tell his mother that. Wanting to appear cool to his friends represents which type of motive?
A. manifest.
B. acceptable.
C. latent.
D. primary.
E. implicit.

33. Which of the following is NOT a reason for using emotion in advertising?
A. Emotional ads can enhance attention, attraction, and maintenance capabilities of consumers.
B. Emotions are most effective for high-involvement purchase, even when the emotion is not relevant to consumers' decisions.
C. Repeated exposure to ads that elicit positive emotions can produce conditioned brand preference.
D. Emotions in an ad can enhance consumers' liking of the advertisement.
E. Emotional ads may be processed more thoroughly because of their higher level of.

34. A consumer in a bad mood tends to evaluate things negatively. When the value of an object, such as a product, is influenced by one's mood, this is referred to as ________________.
A. visceral responsiveness.
B. mood-congruent judgment.
C. equity theory.
D. mood-congruent recall.
E. affect-based judgment.

35. For low-involvement products, consumers' emotions can usually be measured adequately with the ________________ scale.
A. PAD.
B. autonomic.
C. PANAS.
D. emotional involvement.
E. emotional intelligence.

36. Which of the following statements is FALSE regarding distinct qualities of personality?
A. Personality is unique to an individual.
B. Personality can be conceptualized as a combination of specific traits or characteristics.
C. It is best to measure personality at one point in time.
D. Specific behaviors can vary across time.
E. Personality traits are relatively stable and interact with situations to influence behavior.

37. Monica is a consumer researcher who concentrates on understanding distinguishable characteristics that describe a consumer's tendency to act in a relatively consistent manner. This is the ______________________ approach to studying personality.
A. motivational research.
B. visceral.
C. trait.
D. ego.
E. psychoanalytic.

38. Elaine is a very careful shopper and has a tendency to focus on maximizing what she receives from a transaction compared with what she must give up. She uses coupons whenever she can to save money. Which trait best describes Elaine?
A. materialism.
B. innovativeness.
C. competitiveness.
D. value consciousness.
E. trait anxiety.

39. Maxine is in her early twenties and sees herself as the first female president of the U.S. Which self-concept does this best represent?
A. actual self.
B. social self.
C. extended self.
D. ideal self.
E. possible self.

40. PRIZM combines ___________________ information in a manner that enables marketers to better understand and target their customers.
A. motivational and resource.
B. utilitarian and hedonic.
C. demographic and behavioral.
D. affect and behavioral.
E. lifestyle and personality.

41. Consumers with high levels of enduring involvement in a certain area typically experience strong _________________ in that area also.
A. esteem motivation.
B. emotions.
C. lifestyle.
D. self-actualization motivation.
E. personality.

42. The VALS approach is most appropriate for measuring a consumer's ________________.
A. esteem motivation.
B. emotions.
C. aesthetic labor.
D. self-actualization motivation.
E. personality.

43. Which of the following characteristics is NOT considered to be a part of demographic?
A. ethnicity.
B. income.
C. personality.
D. age.
E. gender.

44. Consumers' lifestyles are very important to marketers for all the following reasons EXCEPT which?
A. A consumer's lifestyle stays pretty much the same for his/her whole life.
B. Consumers do not usually purchase products or brands that are inconsistent with their lifestyle.
C. Consumer with related lifestyles tend to live in similar areas.
D. Understanding consumers' lifestyles helps marketers understand why they buy certain brands.
E. While no two consumers have the exact same lifestyle, many consumers share similar lifestyles.

45. Carla and her family lost their home and everything in it in to a fire. People would console her by saying that at least her family was not harmed and that everything else can be replaced. She would reply, "I know it was just stuff, but it was our stuffand special to us.'
A. self-concept.
B. past self.
C. extended self.
D. private self.
E. ideal self.

II. Short Essays - Answer ONEof the following two questions as specifically as possible using the space provided. Include concepts and points discussed in class, the text, and the presentations as part of your answer, where appropriate. Use examples when possible, but NOTexamples from the text or class. This section of the exam is worth ten points. Be sure to answer all parts of the questions you choose completely.

46. Write out the formula for the Attitude-Toward-the-Object Model and briefly describe each of its components. How can marketers use this model to change consumers' attitudes toward products?

47. How does group influence affect the process by which new products are adopted by consumers?