Question 1

Research indicates that credit card debt is most related to ____.

Accepted Answer

A)   impulsive buying
B)   general self-destructiveness
C)   a tendency to feel generally out of control
D)   time orientation D

Question 2

Conspicuous consumption refers to cases in which people ____.

Accepted Answer

A)   buy things just so they can "show them off"
B)   buy things that they cannot afford
C)   buy things that they never end up using
D)   buy things for other people A

Question 3

Consumers who use QR codes tend to be ____.

Accepted Answer

A)   older
B)   wealthier
C)   happier
D)   heavier B

Question 4

People tend to buy more expensive wine when a restaurant offers valet parking as opposed to when it doesn't. This is an example of consumers being influenced via ____.

Accepted Answer

A)   unconscious thought processes
B)   central route processing
C)   what Maslow would call physiological needs
D)   polychronic activity

Question 5

Tim is simultaneously talking on his cell phone, checking an instant message, listening to a CD, and browsing the web. Consumer psychologists would say that he is engaged in ____.

Accepted Answer

A)   time shrinkage
B)   lateral cycling
C)   polychronic activity
D)   multilateral activity

Question 6

The term ____ refers to selling or giving a previously purchased product to someone else to use for its intended purpose.

Accepted Answer

A)   lateral cycling
B)   e-commerce
C)   social currency
D)   guerilla consumption

Question 7

Suppose that Ina is given the opportunity to try out three different kinds of hot dogs, and suppose that Oliver is given the opportunity to try out twelve different kinds of hot dogs. Research suggests that ____.

Accepted Answer

A)   Ina is more likely to decide to purchase one of the hot dogs
B)   Oliver is slightly more likely to decide to purchase one of the hot dogs
C)   Oliver is more than twice as likely to decide to purchase one of the hot dogs
D)   Ina and Oliver are about equally likely to decide to purchase one of the hot dogs

Question 8

As discussed in the text, the case study of "New Coke" was an example of ____.

Accepted Answer

A)   brand-loyal consumers being turned off by changes to a brand
B)   brand-loyal consumers being especially loyal to a brand when it is not doing well
C)   a brand creating loyalty among a new set of consumers
D)   a brand creating awareness among a new set of consumers

Question 9

In consumer psychology, the term shrinkage refers to ____.

Accepted Answer

A)   the tendency for consumers to devalue products once they own them
B)   the tendency for consumers to overanalyze, and over-justify, their purchases
C)   the tendency for consumers to devalue products that they consider but don't end up buying
D)   a company's loss of money or inventory as a result of shoplifting or employee theft

Question 10

Which of the following is one of the important ways in which consumers today differ from consumers in previous decades?

Accepted Answer

A)   Consumers today experience more time poverty.
B)   Consumers today are less likely to engage in polychronic activity.
C)   Consumers today are less likely to feel anonymous during the shopping experience.
D)   Consumers today have fewer product choices.

Question 11

When consumers experience loud music, in-store crowding, or other shopping stressors, they tend to ____.

Accepted Answer

A)   enact their dominant response
B)   enact their non-dominant response
C)   purchase more
D)   purchase less

Question 12

Maslow's hierarchy of needs can help marketing professionals ____.

Accepted Answer

A)   maximize the role of the mere ownership effect
B)   target their products to particular market segments
C)   maintain brand loyalty despite changing the underlying product
D)   use ambient smells to sell products

Question 13

In cases when people don't really need a given product, advertisers and marketers whose job is to sell that product might take many approaches. Which of the following is the least likely approach?

Accepted Answer

A)   Try to create a need for the product.
B)   Try to persuade people that the product will meet some existing need.
C)   Try to get people to at least be aware of the brand, so they will be inclined to buy the product some time in the future.
D)   Decide not to market the product.

Question 14

Suppose that Pat is a married person who goes online once a week to look at pornographic websites and chat with others about the sites they view. What does research suggest about how most people view this?

Accepted Answer

A)   Most people would say that this constitutes a betrayal.
B)   Most people would say that this does not constitute a betrayal.
C)   Most people would say that this constitutes a betrayal if Pat is a woman, but not if Pat is a man.
D)   People would disagree about whether or not this constitutes a betrayal-regardless of whether or not Pat is a woman or a man.

Question 15

Ali is having a garage sale. He is trying to sell an old alarm clock for $20, an old pair of sneakers for $40, and an old TV set for $100. These prices are way too high. Since Ali owns these products, they seem to him to be more valuable than they really are. This phenomenon is known by social psychologists as ____.

Accepted Answer

A)   lateral shrinkage
B)   product affinity
C)   personal use shrinkage
D)   the mere ownership effect

Question 16

Research on gender and racial representations in television advertisements indicates that ____.

Accepted Answer

A)   there are clear-cut differences in how men and women are portrayed, though differences in racial portrayals appear to be a thing of the past
B)   there are clear-cut differences in how whites and blacks are portrayed, though gender differences appear to be a thing of the past
C)   there are clear-cut differences both in how men and women are portrayed and in how whites and blacks are portrayed
D)   both differences in gender portrayals and differences in racial portrayals appear to be a thing of the past

Question 17

Many consumers today are feeling time compression, leading them to select products that will alleviate time pressure. In consumer psychology terminology, this phenomenon is called ____.

Accepted Answer

A)   time poverty
B)   the commons dilemma
C)   polychronic poverty
D)   time shrinkage

Question 18

Which explanation of conspicuous consumption fits with Terror Management Theory?

Accepted Answer

A)   Acquisition of material things helps humans feel their existence extends beyond death.
B)   Purchasing things lowers arousal and reduces terror.
C)   Purchasing things increases arousal and helps one combat terror.
D)   Acquisition of material things help a person establish their social identity.

Question 19

When people are shopping, crowding tends to ____.

Accepted Answer

A)   intensify whatever experience we are having at the time
B)   make the shopping experience more negative
C)   increase purchasing
D)   decrease purchasing

Question 20

As discussed in the text, the consumer consumption process begins ____.

Accepted Answer

A)   long before we choose a product
B)   when we recognize that we need a product
C)   when we decide to shop for a product
D)   when we choose among different products

Exam 15: Applying Social Psychology to Consumer Behavior