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Frage 1
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Hemispheric lateralisation refers to:
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transfers from long- to short-term memory.
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transfers from short- to long-term memory.
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information flow from the nervous system to the brain.
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different types of activities being controlled by each side of the brain.
Frage 2
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High-involvement learning:
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occurs primarily in response to television commercials.
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occurs when the individual is motivated to learn the material.
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is rare in consumer behaviour.
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is not very effective.
Frage 3
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Households in the __________ group would more often purchase piano lessons.
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full nest I
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single parent I
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young single
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full nest II
Frage 4
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How can a firm influence problem recognition?
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by altering either the desired state or the perceptions of the existing state
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through the use of advertising
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by highlighting the importance of an existing discrepancy
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All of the given answers are correct.
Frage 5
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Husband-dominant decisions generally occur with the purchase of:
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cars
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alcohol.
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houses.
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cars and alcohol.
Frage 6
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If a consumer has a high-performance expectation for a product and after use performance is perceived as worse than expected, this consumer will be:
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non-satisfied.
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satisfied.
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dissatisfied
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unsatisfied
Frage 7
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If you want consumers to stay longer, you should:
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use slow background music.
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use fast background music.
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play music that the target market does not like.
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keep the environment quiet.
Frage 8
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In general consumers use convenience outlets for:
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high-involvement purchases.
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purchases of durable goods.
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services
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routine purchases.
Frage 9
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In general, adopter categories:
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are product-category specific.
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are composed of similar individuals across numerous product categories.
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change frequently for the same product category.
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are not useful to marketing managers.
Frage 10
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In most individuals, the left brain appears to control:
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rational thought.
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emotions.
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verbal material.
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both rational thought and verbal material
Frage 11
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In order to utilise situational influences, a marketer must be able to understand:
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the strength of the situational influence.
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how situational influences may change over time.
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when specific situational influences occur.
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all of the given answers
Frage 12
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In the text it is suggested that subliminal messages:
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do not present a threat to the general public.
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area clearly being used by marketers.
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do not attract media attention.
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are always deliberate.
Frage 13
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In using social stratification to develop marketing strategy, the following steps should be followed:
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1. Make marketing mix decisions; 2. Target social strata; 3. Relate status variables to product consumption; 4. Develop product position.
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1. Target social strata; 2. Relate status variables to product consumption; 3. Make marketing mix decisions; 4. Develop product position.
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1. Relate status variables to product consumption; 2. Target social strata; 3. Develop product position; 4. Make marketing mix decisions.
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1. Relate status variables to product consumption; 2. Make marketing mix decisions; 3. Develop product position; 4. Target social strata.
Frage 14
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Indirect appeals are often necessary to reach:
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perceptual motives.
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articulated motives.
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social motives.
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none of the given answers.
Frage 15
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Individuals drawn to a store by an advertised item most often:
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do not purchase anything.
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do not purchase the advertised item but purchase one or more other items.
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purchase only the advertised item.
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purchase the advertised item and one or more additional items.
Frage 16
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Information processing is:
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a series of activities by which decision rules are applied to information.
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a series of activities by which information is retrieved from memory and used to make a decision.
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the conversion of estimates, predictions and generalised relationships into facts.
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none of the given answers.
Frage 17
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Insecure consumers who purchase only popular brands, because of insecurity, may be influenced by the __________________ motive.
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causation
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ego-defensive
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consistency
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categorisation
Frage 18
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Knowing the subjective discretionary income of a consumer is important for marketers because:
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it is useful in predicting the use of financial services.
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for some product categories it can predict purchases that family income cannot.
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it adds predictive power to total family income.
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All of the given answers are correct.
Frage 19
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Knowledge and attitudes about stores, products and brands that are important for actual purchase are examples of:
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indirectly relevant consumer learning.
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directly relevant consumer learning.
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consumer decision process.
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indirectly relevant consumer learning and directly relevant consumer learning.
Frage 20
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Laggards:
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enjoy social interaction but do not like to spend money.
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tend to be relatively dogmatic.
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never adopt innovations.
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All of the given answers are correct.
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