Suppose Weber’s law holds for the perception of pricing.

If a shopper can just reliably

notice a price drop from $2 to $1.50, then he/she should be able to just tell the
difference between $160 and _______.

$120 -
$125
$115
$130
$110

2. People sometimes resolve frustration by inventing plausible reasons for being unable
to attain their goals or deciding that the goal is not really worth pursuing. This is known
as ________.

Rationalization

3. Jill gets good grades because her parents will punish her if she doesn’t receive at
least a 3.5 GPA. Julia gets good grades because she likes the sense of
accomplishment she feels when she gets a straight-A report card. Jill’s goal is referred
to as a(n) ________, whereas Julia’s goal is referred to as a(n) ________.

avoidance goal; approach goal

4. Which of the following statements is true regarding JND? Making drastic changes to a
company's logo to an extent well beyond just below consumers' JND allows companies to update
their image without losing their ready recognition.

5. Companies that think carefully about the impact of sensations on product experiences
are practicing ________.

sensory marketing

6. Which of the following statements is true regarding Maslow's hierarchy of needs

theory?

Having a substantially satisfied need no longer motivates.

7. The key to a company's survival, profitability and growth in a highly competitive marketplace is to
________.
continue to identify and satisfy unfulfilled consumer needs better and sooner than the competition

8. Motivation is produced by a state of tension, which exists as the result of ________.

unfulfilled needs

9. ________ is a school of thought that maintains that people interpret meaning from the
totality of a set of stimuli rather than from any individual stimulus.

Gestalt psychology

10. Oftentimes consumer research respondents may be unaware of their motives or are
unwilling to reveal them when asked directly. In such situations, researchers use
________ to delve into the consumer's unconscious or hidden motivations.

Projective techniques

11. If a woman receives compliments after wearing Obsession perfume, she is more
likely to keep buying the product and wearing it. What type of instrumental conditioning
has occurred in the situation?

positive reinforcement

12. Which of the following is true about consumer perception?

Our perception of reality can be different from the objective reality.

13. Two people driving together may spot a billboard at different times. This means they
have different ________.

absolute thresholds

14. What type of learning theory emphasizes that people are problem solvers who
actively use information from the world around them to master the environment?

cognitive learning

15. When an advertisement leads the consumer to think about things that draw attention to an
unrecognized need, this is known as ________.

cognitive arousal

16. The product imitator hopes that the consumer will ________, whereas the market
leader wants the consumer to ________ among similar stimuli.
generalize; discriminate

17. ________ is based on the premise that observable responses to specific external
stimuli signal that learning has taken place.

Behavioral learning

18. Ragu, a maker of spaghetti sauces, chose to launch some of its most successful
flavors in the new pouch packaging format in order to take advantage of ________ to
gain quick customer acceptance of the new format.

the halo effect

19. The production concept makes sense for a business when ________.

consumers are more interested in product availability than in product variation

20. WEIGHT LOSS MINI CASE: Peter has decided that he wants to lose weight and
develop a more defined physique in order to make himself more attractive to women.
To this end, he joins a gym and begins eating low-fat, low-calorie foods. In the WEIGHT
LOSS MINI CASE, the desire to be attractive to women is Peter's ________.

Motivation

21. WEIGHT LOSS MINI CASE: Peter has decided that he wants to lose weight and develop a more
defined physique in order to make himself more attractive to women. To this end, he joins a gym and
begins eating low-fat, low-calorie foods. In the WEIGHT LOSS MINI CASE, Peter's motivation is in
a(n) ________ direction.

Positive

22. WEIGHT LOSS MINI CASE: Peter has decided that he wants to lose weight and
develop a more defined physique in order to make himself more attractive to women.
To this end, he joins a gym and begins eating low-fat, low-calorie foods. In the WEIGHT
LOSS MINI CASE, Peter's goal is best described as a(n) ________ goal.

Approach

23. WEIGHT LOSS MINI CASE: Peter has decided that he wants to lose weight and develop a more
defined physique in order to make himself more attractive to women. To this end, he joins a gym and
begins eating low-fat, low-calorie foods. In the WEIGHT LOSS MINI CASE, after several weeks of
exercising, Peter is still not seeing the desired results and decides that he is just too busy to go to
the gym enough, and that his employer is really to blame for his failure to lose weight. Which of the
following defense mechanisms has Peter demonstrated?

Projection
24. Manufacturers of private-label brands try to make their packaging closely resemble
the national brand leaders. They are hoping that consumers will engage in ________
and attribute the qualities of the leading national brand to the private-label brand by
virtue of their similar packaging appearance.

stimulus generalization

25. Tripp runs a product development division at a software company. His division was
focused on producing a word processing software that performs better and has more
features than any competitive product, so they added every feature that was technically
feasible. However, they found that consumers were satisfied with fewer features and
unwilling to pay more for the advanced software. Tripp and his team suffered from
________.

marketing myopia

26. Pepsi has sponsored the Super Bowl's halftime show over the past eighteen years.
Over time the Pepsi Cola becomes a signal for the arrival of the Super Bowl for the
brain and we feel thirsty just by seeing a big poster of Pepsi. This is an example of
classical conditioning. In this example,

the Super Bowl serves as the , XXXXXXXXXXX GUESSED IT

and the Pepsi Cola serves as .XXXXXXXXXX GUESSED IT

27. From a marketing perspective, the process by which individuals acquire the
purchase and consumption knowledge and experience that they apply to future related
behavior, which evolves and changes as consumers acquire knowledge from
experience, observation, and interactions with others to impact future behavior, is
known

Consumer learning

28. The marketer's objective is to far exceed consumers' JND for product improvements
in order to engender greater brand loyalty from consumers.

False

29. Rational motives imply the selection of goals according to personal or subjective
criteria.

False
30. Marketers are much more interested in what consumers objectively know about their
products than what they perceive.

False

31. According to Maslow, individuals seek to satisfy higher-level needs before lower-
level needs emerge.

False

32. When L'Oreal appeals to self-esteem with the tagline, "Because I’m worth it," they
are appealing to physiological needs.

I guessed False

33. The key assumption underlying the production concept is that consumers will favor
products that offer the best quality.

Guess true

34. Consumer perceptual process consists of two stages: perceptual selection and
perceptual organization.

Guess false

35. FORGOT TO COPY/PASTE

36. How a consumer disposes of a product is part of consumer behavior.

Guess False

37. Increasing the number of repetitions of a message increases the message’s

retention, without any known satiation point.

False

38. Goals can be activated by either positive or negative motivations.

True

39. Negative reinforcement can be an effective way to strengthen the desired behavior.
True

40. According to laws of perception organization, the principle of closure refers to that
elements that are arranged on a line or curve are perceived to be more related than
elements not on the line or curve.

False