Title: Part 2: Consumer Behavior Multiple Choice Questions Answers

Contents

Please Highlight in bold the answer you believe is best.

14) "It's time for the Christmas shopping list," thought Martha's mother, so she asked Martha for a quick list of her favorite perfumes. Martha gave her mother six names that were all her "favorite." This group constitutes Martha's ________ for perfume.

A) position set

B) activation set

C) rational set

D) evoked set

15) "Casual Fridays" in American workplaces encourage the expression of a person's ________.

A) virtual self

B) dual self

C) cultural self

D) unique self

16) Dorothy's red shoes in the Wizard of Oz (1939) exemplify which of the following concepts of the self?

A) extended self

B) ideal self

C) mirror-image self

D) actual self

17) In a Freudian interpretation, which of the following is most closely associated with the pleasure principle?

A) the id

B) the ego

C) the superego

D) the anti-ego

18) According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures.

A) archetypes

B) patterns of behavior

C) Doppelgangers

D) symbolic communities

19) Tracy, who named her car Sophie, talks to her friends about the personality traits of her car. Tracy has ________ her car.

A) branded

B) archetyped

C) anthropomorphized

D) repositioned

20) What is the first step in the standard learning hierarchyapproach?

A) affect

B) intentions

C) cognition

D) behavior

21) According to the ________ hierarchy, the consumer considers purchases based on an attitude of hedonic consumption (such as how the product makes him or her feel or the fun its use will provide).

A) experiential

B) habitual

C) low-involvement

D) standard learning

22) Which theory of attitudes assumes that people assimilate new information about attitude objects in light of what they already know and feel, using an initial attitude as a frame of reference to categorize new information?

A) theory of cognitive dissonance

B) multiattribute theory

C) social judgment theory

D) self-perception theory

23) What does the sleeper effect suggest about source credibility?

A) If a receiver is not paying attention, a message cannot be effective.

B) Many people can learn the important parts of a message even when asleep.

C) The effectiveness of a message will increase over time.

D) The effectiveness of positive sources over negative sources can be erased over time.

24) Simi Ghandi is never quite sure which brand of gum to buy. She tries some, likes some, and rejects some. However, through a process of behavioral learning she does remember those brands that taste good and make her mouth feel fresh. The problem is that she cannot often remember the brands that are not so good and often repeats purchasing mistakes. "Oh well," says Simi, "gum buying is not that big of a deal anyway." Which of the following hierarchies would best describe Simi's situation?

A) standard learning hierarchy

B) experiential hierarchy

C) low-involvement hierarchy

D) habit hierarchy

25) Do fear appeal ads work? Which of the following best answers this question?

A) They work well if the threat is very weak.

B) They work if the threat is moderate and when a solution to the problem is presented.

C) They work if the threat is high and vividly elaborated.

D) There is no data to answer the question.