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Exam 2018, questions and answers

Consumer Behaviour (St. George's University)

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Consumer Behavior, 11e (Schiffman/Kanuk)

Chapter 15 Marketing Ethics and Social Responsibility

1) The essence of marketing is ________.

A) filling the marketplace with products that can be produced and sold cheaply
B) fulfilling the needs of target consumer markets more effectively than competitors
C) endeavoring to satisfy the needs and wants of the target market in ways that preserve and
enhance the well-being of consumers and society as a whole
D) crafting messages to consumers that get them to buy products that do not meet their needs
E) consumers behaving completely rationally and maximizing their value when considering a
purchase
Answer: B
Diff: 2
Skill: Concept
Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social
responsibility.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

2) ________ are moral principles that govern marketers' behavior.

A) Marketing objectives
B) Consumer protection laws
C) Legal standards
D) Marketing ethics
E) Marketing goals
Answer: D
Diff: 1
Skill: Concept
Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social
responsibility.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

1
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3) The societal marketing concept ________.

A) endeavors to satisfy the needs and wants of the target market in ways that preserve and
enhance the well-being of consumers and society as a whole
B) fulfills the needs of target consumer markets more effectively than competitors
C) fills the marketplace with products that can be produced and sold cheaply
D) crafts messages to consumers that get them to buy products that do not meet their needs
E) maximizes consumers' short-term values
Answer: A
Diff: 2
Skill: Concept
Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social
responsibility.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Ethical understanding and reasoning

4) Whereas the ________ focuses on fulfilling the needs of target consumer markets more
effectively than competitors, the ________ requires marketers to balance society's interests with
the needs of the consumers and marketers.
A) marketing concept; societal marketing concept
B) consumer marketing concept; societal marketing concept
C) production concept; marketing concept
D) societal marketing concept; marketing concept
E) product concept; societal marketing concept
Answer: A
Diff: 2
Skill: Concept
Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social
responsibility.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Ethical understanding and reasoning

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5) The ________ balances the needs of society with the needs of individuals and marketing
organizations.
A) marketing concept
B) sales concept
C) production concept
D) targeting concept
E) societal marketing concept
Answer: E
Diff: 1
Skill: Concept
Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social
responsibility.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Ethical understanding and reasoning

6) According to the societal marketing concept, ________.

A) fast-food restaurants should develop healthier foods that contain less fat and starch
B) marketers should advertise food to young people in ways that encourage overeating
C) marketers should use professional athletes in liquor and tobacco advertisements
D) marketers should teach young drivers to get the most out of their cars by driving them as fast
as possible
E) toy manufacturers should manufacture their products out of the cheapest materials possible,
regardless of where those materials come from or what potential contaminants they may contain
Answer: A
Diff: 2
Skill: Application
Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social
responsibility.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

3
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7) A serious deterrent to widespread implementation of the societal marketing concept is

________.
A) the short-term orientation embraced by most business executives in pursuing increased
market share and quick profits
B) the long-term focus of most business executives, who are primarily focused on the long-term
viability of the business
C) aggressive action taken by consumer advocacy groups
D) the prevailing practices of very specific consumer segmentation and targeting
E) the prevalence of digital media and continuing shift of marketing dollars from old media to
digital
Answer: A
Diff: 3
Skill: Application
Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social
responsibility.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

8) The short-term orientation embraced by most business executives stems from ________.
A) short consumer memory of good corporate behavior
B) the short-term orientation of the consumers they target
C) the fact that managerial performance is usually evaluated on the basis of short-term results
D) the fast-paced nature of media flows in today's hyper-stimulated environment
E) the increasing importance of public relations as a vehicle for communicating with consumers
Answer: C
Diff: 2
Skill: Concept
Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social
responsibility.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

4
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9) The societal marketing concept advocates a ________.

A) long-term perspective
B) short-term perspective
C) medium-term perspective
D) 6-month outlook
E) 12-month outlook
Answer: A
Diff: 2
Skill: Concept
Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social
responsibility.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Ethical understanding and reasoning

10) Industry-wide self-regulation is in marketers' best interests in that ________.

A) it is the only legal form of corporate collusion that provides sustainable economic benefit
B) it is required by various pieces of legislation
C) it deters government from imposing its own regulations on industries
D) enforcement of such regulations is likely to be stricter than governmental regulation
E) consumers rarely complain about companies that they believe are part of such self-regulatory
schemes
Answer: C
Diff: 2
Skill: Concept
Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social
responsibility.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Ethical understanding and reasoning

11) ________ is the processes by which young people acquire skills, knowledge, and attitudes
relevant to their functioning as consumers in the marketplace.
A) Consumer socialization
B) Media consumption
C) Self-regulation
D) Perception
E) Materialism
Answer: A
Diff: 1
Skill: Concept
Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting
children and encouraging overeating and other forms of irresponsible buying.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

5
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12) The ________ stage of consumer socialization occurs when a child is 3-7 years old, which is
when children begin to distinguish ads from programs, associate brand names with product
categories, and understand the basic script of consumption.
A) cognitive
B) hedonic
C) perceptual
D) analytical
E) reflective
Answer: C
Diff: 2
Skill: Concept
Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting
children and encouraging overeating and other forms of irresponsible buying.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

13) The ________ stage of consumer socialization occurs when a child is 7-11 years old, which
is when children capture the persuasive intent of ads, begin to process functional cues regarding
products, and develop purchase influence and negotiation strategies.
A) cognitive
B) hedonic
C) perceptual
D) analytical
E) reflective
Answer: D
Diff: 2
Skill: Concept
Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting
children and encouraging overeating and other forms of irresponsible buying.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

6
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14) The ________ stage of consumer socialization occurs when a child is 11-16 years old, which
is when children understand ads' tactics and appeals, become skeptical about ads, understand
complex shopping scripts, and become capable at influencing.
A) cognitive
B) hedonic
C) perceptual
D) analytical
E) reflective
Answer: E
Diff: 2
Skill: Concept
Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting
children and encouraging overeating and other forms of irresponsible buying.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

15) Advertising to children is subject to self-regulation according to guidelines developed by

________.
A) the Federal Trade Commission
B) the Federal Communications Commission
C) the Children's Advertising Review Unit
D) the Department of Health and Human Services
E) Commercial Alert
Answer: C
Diff: 3
Skill: Concept
Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting
children and encouraging overeating and other forms of irresponsible buying.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Ethical understanding and reasoning

16) Parents with complaints about advertising to children should contact ________.
A) the Department of Homeland Security
B) the Federal Communications Commission
C) the Children's Advertising Review Unit
D) the Department of Health and Human Services
E) Commercial Alert
Answer: C
Diff: 3
Skill: Concept
Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting
children and encouraging overeating and other forms of irresponsible buying.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

7
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17) According to ________, children can easily form associations between stimuli and outcomes.
A) Maslow's Hierarchy of Needs
B) Freudian theory
C) Pavlov's experiments
D) attribution theory
E) stimulus-response theory
Answer: E
Diff: 2
Skill: Concept
Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting
children and encouraging overeating and other forms of irresponsible buying.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

18) In which of the following situations is the child likely to have the most influence?
A) an older child from higher socio-economic class regarding the purchase of a child-related
item
B) a younger child from a lower socio-economic class regarding the purchase of a non-child-
related item
C) a younger child from a lower socio-economic class regarding the purchase of a child-related
item
D) an older child from a lower socio-economic class regarding the purchase of a child-related
item
E) an older child from a higher socio-economic class regarding the purchase of a non-child-
related item
Answer: A
Diff: 3
Skill: Application
Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting
children and encouraging overeating and other forms of irresponsible buying.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

8
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19) How much do marketers spend each year to promote foods and beverages to America's
children?
A) less than $5 billion
B) less than $8 billion
C) less than $10 billion
D) at least $10 billion
E) at least $20 billion
Answer: D
Diff: 2
Skill: Concept
Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting
children and encouraging overeating and other forms of irresponsible buying.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

20) Which of the following is NOT a way to get consumers to purchase more?
A) make the store cold
B) make the store warm
C) systematically move displays and aisles so people have to wander
D) approach men and offer help as they deviate from lists
E) offer sales to people who are drinking alcohol
Answer: B
Diff: 2
Skill: Application
Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting
children and encouraging overeating and other forms of irresponsible buying.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

21) Which of the following packaging concepts is likely to DECREASE consumption of the
presented item?
A) present juice in short, wide glasses
B) place candies in clear jars
C) place sandwiches in opaque wraps
D) present foods in an organized manner
E) offer multiple product tastings
Answer: C
Diff: 2
Skill: Application
Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting
children and encouraging overeating and other forms of irresponsible buying.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

9
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22) Two personality traits that are related to students' misuse of credit cards, compulsive buying,
and mobile phone addictive tendencies were ________.
A) impulsiveness and materialism
B) materialism and dogmatism
C) dogmatism and need for cognition
D) impulsiveness and need for cognition
E) impulsiveness and dogmatism
Answer: A
Diff: 2
Skill: Concept
Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting
children and encouraging overeating and other forms of irresponsible buying.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Ethical understanding and reasoning

23) Direct-to-consumer pharmaceutical advertising has increased the consumption of numerous

categories of medications. Consumers confirm that they receive most of the information about
these medications from TV commercials rather than from their physicians. In response, the
pharmaceutical industry has developed voluntary restrictions regarding this marketing method.
Why have they done this?
A) to slow sales and reduce the incidence of out-of-stock situations
B) to avoid government regulation of their marketing practices
C) to improve consumers' perceptions of their companies
D) to save money
E) to increase sales
Answer: B
Diff: 2
Skill: Application
Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting
children and encouraging overeating and other forms of irresponsible buying.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

10
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24) To combat fast-forwarding by consumers who wish to avoid TV commercials, marketers are
increasingly turning to ________, where the line between television shows and ads is virtually
nonexistent.
A) broadcast media
B) product placements
C) buzz marketing
D) advertorials
E) infomercials
Answer: B
Diff: 2
Skill: Concept
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

25) In ABC's Extreme Makeover: Home Edition, Sears' Kenmore appliances and Craftsman tools
are the "stars" of the show. This is an example of ________.
A) product placement
B) buzz marketing
C) broadcast media
D) an advertorial
E) an infomercial
Answer: A
Diff: 1
Skill: Application
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

11
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26) The judges of American Idol always have a Coca-Cola within easy reach (and view). This is
an example of ________.
A) broadcast media
B) buzz marketing
C) product placement
D) an advertorial
E) an infomercial
Answer: C
Diff: 1
Skill: Application
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

27) Marketers are beginning to blend promotion and program content by positioning a TV
commercial so close to the storyline of a program that viewers are unaware they are watching an
advertisement until they are well into it. Because this was an important factor in advertising to
children, ________ has strictly limited the use of this technique.
A) the Children's Advertising Review Unit
B) the Federal Trade Commission
C) Commercial Alert
D) the Department of Health and Human Services
E) the Federal Communications Commission
Answer: B
Diff: 3
Skill: Concept
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Ethical understanding and reasoning

12
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28) Print ads that closely resemble editorial matter are known as ________.
A) broadcast media
B) an advertorial
C) buzz marketing
D) product placement
E) an infomercial
Answer: B
Diff: 1
Skill: Concept
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

29) When the government of a country attempts to attract businesses by buying several pages in
a well-respected news magazine and fills them with what appears to be a news article on the
strength of the country's economy, the stability of its government, and the business-friendly
nature of its legislation, this is an example of ________.
A) broadcast media
B) an advertorial
C) buzz marketing
D) product placement
E) an infomercial
Answer: B
Diff: 1
Skill: Application
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

13
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30) Pomona Fruits, a tropical fruit grower, wants to raise awareness of the health benefits of
pineapples in order to spur sales of its produce. Pomona buys a full page in a women's health
magazine and pays a nutritionist to write a complementary article highlighting tropical fruits,
including pineapples. This is an example of ________.
A) broadcast media
B) an advertorial
C) buzz marketing
D) product placement
E) an infomercial
Answer: B
Diff: 1
Skill: Application
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

31) When The Ab Crusher, a new piece of workout equipment, is advertised in a 30-minute TV
slot that is produced to look like a documentary on health and fitness, this is an example of
________.
A) broadcast media
B) urgent ad-formation
C) buzz marketing
D) product placement
E) an infomercial
Answer: E
Diff: 1
Skill: Application
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

14
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32) The manufacturers of The Amazing Chop-It, a vegetable chopping tool, have bought a 30-
minute spot on a local television channel and have hired a chef to demonstrate and explain the
benefits of the product. The spot is intended to look like a cooking show. This is an example of
________.
A) broadcast media
B) urgent ad-formation
C) buzz marketing
D) product placement
E) an infomercial
Answer: E
Diff: 1
Skill: Application
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

33) 30-minute commercials that appear to the average viewer as documentaries and therefore
command more attentive viewing than obvious commercials would receive are known as
________.
A) broadcast media
B) infomercials
C) buzz marketing
D) product placement
E) urgent ad-formation
Answer: B
Diff: 1
Skill: Concept
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

15
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34) Examples of ________, like stating "brand A is best," are considered acceptable because
consumers generally understand that there is no credible way to determine what best means.
A) puffery
B) product placement
C) true
D) reliable
E) sincere
Answer: A
Diff: 2
Skill: Concept
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

35) Which of the following advertising messages would be considered puffery?

A) Fizzy Cola has 50% less sugar than the leading competitor's diet colas.
B) Fizzy Cola will donate 5% of the proceeds of the sale of its "Pink Ribbon" cola to support
breast cancer research.
C) Fizzy Cola, the most refreshment you can get in a can.
D) Fizzy Cola, an American icon since 1956.
E) Fizzy Cola is produced locally, using local ingredients and local bottlers.
Answer: C
Diff: 2
Skill: Application
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

36) ________ is responsible for stopping false or misleading ads.

A) The Children's Advertising Review Unit
B) The Federal Trade Commission
C) The Federal Communications Commission
D) The Department of Health and Human Services
E) Commercial Alert
Answer: B
Diff: 2
Skill: Concept
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

16
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37) Several years ago, after inaccurately advertising that Listerine prevented colds, the FTC
required Listerine to run a second set of ads that pointed out to consumers that the previous
advertising claim was false. This second set of ads is known as ________.
A) deceptive advertising
B) truth-in-advertising
C) corrective advertising
D) stimulus generalization
E) advertorial content
Answer: C
Diff: 2
Skill: Application
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

38) ________ is the self-regulatory group that monitors complaints from companies and
consumers regarding truth in advertising and often determines what ads can and cannot state.
A) The Children's Advertising Review Unit
B) The National Advertising Review Council
C) The Federal Communications Commission
D) The Department of Health and Human Services
E) Commercial Alert
Answer: B
Diff: 3
Skill: Concept
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Ethical understanding and reasoning

17
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39) ________ consists of marketing messages and promotional materials that appear to come
from independent parties although, in fact, they are sent by marketers.
A) Stimulus generalization
B) Stimulus differentiation
C) Product placement
D) Covert marketing
E) Broadcast media
Answer: D
Diff: 2
Skill: Concept
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

40) Popular methods of covert marketing include ________.

A) actors posing as customers telling people the product benefits and giving them a chance to try
the product
B) paying bartenders for praising brands of alcoholic beverages and recommending them to
customers
C) paying employees to pose as customers online and spread positive word-of-mouth about the
product
D) disguising emails as urgent or personal thank-you notes
E) all of the above
Answer: E
Diff: 1
Skill: Application
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

18
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41) The FTC can require companies that have misled consumers to run ________, which can
sometimes result in distrust toward other products sold by the company and toward similar
products sold by unrelated marketers.
A) covert advertising
B) deceptive advertising
C) educative advertising
D) misleading advertising
E) corrective advertising
Answer: E
Diff: 1
Skill: Concept
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Ethical understanding and reasoning

42) A new pharmaceutical advertisement represents the drug as more effective than the evidence
available suggests. This is an example of ________.
A) an unsubstantiated superiority claim
B) an unsubstantiated effectiveness claim
C) omitted risk information
D) an unsubstantiated inferiority claim
E) covert advertising
Answer: B
Diff: 3
Skill: Concept
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Ethical understanding and reasoning

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43) When a wine advertiser suggests its wine "has the most unique taste among red wines," it is
an example of a(n) ________ claim.
A) objective
B) scientific
C) neutral
D) subjective
E) impartial
Answer: D
Diff: 1
Skill: Application
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

44) Which product was criticized for trying to appeal to underage drinkers with a fruit-flavored
beverage that was endorsed by the rapper Snoop Dogg, who also mentioned the brand in one of
his songs?
A) Budweiser Energy
B) Miller Lite
C) Wodka
D) Four Loko
E) Blast by Colt 45
Answer: E
Diff: 2
Skill: Application
Learning Obj: 15.4: To understand the nature and consequences of provocative advertisements.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

45) With regard to offensive advertising, ________ produced the most consumer complaints.
A) images and words unsuitable for children
B) the very thin "ideal" figures in fashion advertising
C) perfectly tanned models
D) excessive alcohol consumption
E) the use of tobacco and cigarettes
Answer: A
Diff: 2
Skill: Application
Learning Obj: 15.4: To understand the nature and consequences of provocative advertisements.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

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46) A consumer's ________ is a digital calculation that evaluates people's buying power and
value as consumers that is largely invisible to the consumers.
A) Google Analytic rank
B) e-score
C) data broker score
D) beacon
E) AdChoice score
Answer: B
Diff: 2
Skill: Concept
Learning Obj: 15.5: To understand how marketers abuse consumers' privacy and the measures
that can stop such practices.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

47) A turquoise triangle that appears on the upper right-hand corner of banner ads, which can be
clicked by consumers to opt out of having their behavior tracked online, was designed by
________.
A) the Federal Trade Commission
B) Congress
C) CARU
D) NARC
E) the Digital Advertising Alliance
Answer: E
Diff: 2
Skill: Concept
Learning Obj: 15.5: To understand how marketers abuse consumers' privacy and the measures
that can stop such practices.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

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48) The popularity of ________ threatens the barter system wherein consumers allow sites and
third-party ad networks to collect information about their online activities in exchange for open
access to maps, email, games, music, social networks, and more.
A) "do not track"
B) AdChoice
C) covert marketing
D) behavioral advertising
E) contextual advertising
Answer: A
Diff: 1
Skill: Concept
Learning Obj: 15.5: To understand how marketers abuse consumers' privacy and the measures
that can stop such practices.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

49) ________ targets advertisements based on the web page a consumer is viewing or a search
query the consumer has made and involves little or no data storage.
A) "First party" behavioral advertising
B) Misleading advertising
C) Contextual advertising
D) Covert advertising
E) PrivacyChoice
Answer: C
Diff: 1
Skill: Concept
Learning Obj: 15.5: To understand how marketers abuse consumers' privacy and the measures
that can stop such practices.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

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50) ________ is a company which has analyzed and indexed data in hundreds of privacy policies
across the web and developed a scale ranking websites from 0 to 100 based on how the site
collects and uses personal data.
A) Adlock
B) Google Analytics
C) AdChoice
D) PrivacyChoice
E) Carrier IQ
Answer: D
Diff: 2
Skill: Concept
Learning Obj: 15.5: To understand how marketers abuse consumers' privacy and the measures
that can stop such practices.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

51) If Daisy is driving and a radio advertisement alerts her, through a specifically targeted ad
based on her location, that a McDonald's restaurant is two exits down next to the highway, the
advertiser is likely using the ________ from her car to identify her position.
A) RFID
B) UPC
C) cookie
D) GPS
E) EZ Pass
Answer: D
Diff: 2
Skill: Application
Learning Obj: 15.5: To understand how marketers abuse consumers' privacy and the measures
that can stop such practices.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

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52) Which of the following is NOT true about social marketing?

A) Companies try to increase their credibility by being good corporate citizens.
B) All marketing that promotes socially beneficial behaviors must come from not-for-profit
organizations.
C) Societal marketing programs can help create positive consumer attitudes toward companies.
D) A solid perceptual fit between the sponsoring organizations and the causes promoted via
social marketing can increase consumer involvement in the causes.
E) A solid perceptual fit between the sponsoring organizations and the causes promoted via
social marketing can increase consumer purchase intentions.
Answer: B
Diff: 2
Skill: Concept
Learning Obj: 15.6: To understand how marketers can advance society's interests by advocating
socially beneficial conduct and discouraging adverse behavior.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

53) ________ was founded during World War II and is dedicated to the advancement of socially
worthy causes through advertising.
A) NARC
B) The Advertising Council
C) CARU
D) The Office of Emergency Management
E) The Digital Advertising Alliance
Answer: B
Diff: 2
Skill: Concept
Learning Obj: 15.6: To understand how marketers can advance society's interests by advocating
socially beneficial conduct and discouraging adverse behavior.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

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54) Socially beneficial forms of doing business include ________.

A) buzz marketing
B) stimulus generalization
C) viral marketing
D) deceptive advertising
E) cause-related marketing
Answer: E
Diff: 1
Skill: Concept
Learning Obj: 15.6: To understand how marketers can advance society's interests by advocating
socially beneficial conduct and discouraging adverse behavior.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

55) Some firms engage in ________, where they contribute a portion of the revenues they
receive from selling certain products as helping people inflicted with incurable diseases or hurt
by inclement weather.
A) buzz marketing
B) stimulus generalization
C) viral marketing
D) deceptive advertising
E) cause-related marketing
Answer: E
Diff: 1
Skill: Concept
Learning Obj: 15.6: To understand how marketers can advance society's interests by advocating
socially beneficial conduct and discouraging adverse behavior.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

56) When Fizzy Cola advertizes that it will donate a portion of all the proceeds of cola packaged
in its Olympic can to the Special Olympics, it is engaging in ________.
A) buzz marketing
B) stimulus generalization
C) viral marketing
D) deceptive advertising
E) cause-related marketing
Answer: E
Diff: 1
Skill: Application
Learning Obj: 15.6: To understand how marketers can advance society's interests by advocating
socially beneficial conduct and discouraging adverse behavior.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

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57) When People's Trust Bank advertises its involvement in free consumer credit training to help
low-income families manage their earnings and qualify for mortgages, People's Trust is engaging
in ________.
A) shameless self-promotion
B) cause-related marketing
C) viral marketing
D) green marketing
E) buzz marketing
Answer: B
Diff: 2
Skill: Application
Learning Obj: 15.6: To understand how marketers can advance society's interests by advocating
socially beneficial conduct and discouraging adverse behavior.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

58) Marketers implement ethical strategies for all of the following reasons EXCEPT ________.
A) to do the right thing
B) to improve their image in the eyes of their constituencies
C) to exploit vulnerable populations
D) to reduce scrutiny
E) to avoid government legislation
Answer: C
Diff: 2
Skill: Concept
Learning Obj: 15.6: To understand how marketers can advance society's interests by advocating
socially beneficial conduct and discouraging adverse behavior.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Ethical understanding and reasoning

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59) Examples of dishonest consumer behavior include ________.

A) software piracy
B) returning items after they are used
C) returning stolen merchandise
D) staying with friends after a cancelled flight and presenting the airline with a bill from an
expensive hotel
E) all of the above
Answer: E
Diff: 1
Skill: Application
Learning Obj: 15.6: To understand how marketers can advance society's interests by advocating
socially beneficial conduct and discouraging adverse behavior.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

60) Corporate-sponsored special events include ________.

A) marching bands
B) fireworks displays
C) parades
D) traveling art exhibits
E) all of the above
Answer: E
Diff: 1
Skill: Concept
Learning Obj: 15.6: To understand how marketers can advance society's interests by advocating
socially beneficial conduct and discouraging adverse behavior.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

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TOASTER MINI CASE: Ruth's son is five years old. He recently saw a TV commercial for Kool-
Stuf toaster pastries that showed Oreo cookies going into a toaster and popping out as Kool-Stuf
pastries. He proceeded to put Oreo cookies into the toaster in his kitchen at home and, when they
didn't pop out, tried to get them out with a pair of scissors. Ruth feels that the advertisement is
dangerous and should be changed.

61) In the TOASTER MINI CASE, if Ruth wants to complain to the self-regulatory organization
that monitors these types of advertisements, she should address her complaint to ________.
A) the Federal Communication Commission
B) Commercial Alert
C) the Public Broadcasting System
D) the Federal Trade Commission
E) the Children's Advertising Review Unit
Answer: E
Diff: 3
Skill: Application
Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting
children and encouraging overeating and other forms of irresponsible buying.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

62) In the TOASTER MINI CASE, Ruth's son believed that he could put an Oreo cookie in the
toaster and it would pop out as a Kool-Stuf pastry because, according to ________, children
easily form associations between stimuli and outcomes.
A) the theory of reasoned action
B) equity theory
C) Maslow's Hierarchy of Needs
D) economic consumption theory
E) the stimulus-response theory
Answer: E
Diff: 3
Skill: Application
Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting
children and encouraging overeating and other forms of irresponsible buying.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

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63) In the TOASTER MINI CASE, Ruth's son is in the ________ stage of consumer
socialization.
A) cognitive
B) analytical
C) reflective
D) perceptual
E) hedonic
Answer: D
Diff: 2
Skill: Application
Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting
children and encouraging overeating and other forms of irresponsible buying.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

64) In the TOASTER MINI CASE, which of the following CARU guidelines does the Kool-Stuf
manufacturer violate?
A) Product presentations must not encourage children to pressure their parents to buy the
products advertised.
B) Ads must not compel children to feel that ownership of a given product will make them more
accepted by peers.
C) Product claims must not exaggerate the benefits of the product.
D) Product presentations must not exploit the child's imagination or create unrealistic
expectations.
E) Ads must not deliberately attempt to confuse children and make them believe that the
advertisement is actually the television show they are watching.
Answer: D
Diff: 3
Skill: Application
Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting
children and encouraging overeating and other forms of irresponsible buying.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

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65) In the TOASTER MINI CASE, which of the following is most likely true of Ruth's son?
A) He is better-equipped to differentiate between ads and regular programming, even if
characters from the show he is currently watching appear in the ad.
B) He is more likely than an adult to imitate the behavior he sees in an advertisement.
C) He is likely to see significantly fewer ads for snack foods aired during his programming than
does the average adult.
D) He is likely to be more skeptical of advertising than an adult would be.
E) He will always recognize the difference between factual claims and puffery in advertising.
Answer: B
Diff: 1
Skill: Application
Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting
children and encouraging overeating and other forms of irresponsible buying.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

CLEANER MINI CASE: Oopsy All Gone is a new super cleaning powder that, when mixed with
water, will remove the toughest stains from carpets and upholstery. The manufacturer, Clean
Brite, has placed an advertisement in a magazine that is designed to look like an editorial and
presents information about the harmful chemicals present in most household cleaners, while
highlighting the mild ingredients in Oopsy All Gone that are tough on stains but soft on skin.
Oopsy All Gone also uses advertisements that say it is the "best cleaner available." Clean Brite
has also arranged for Oopsy All Gone to appear in a popular sitcom, where the main character
spills a drink on his neat-freak friend's white couch while housesitting for the weekend.

66) In the CLEANER MINI CASE, Oopsy All Gone's assertion that it is the best cleaner
available is an example of ________.
A) puffery
B) deceptive advertising
C) stimulus generalization
D) a scientific claim
E) a verifiable fact
Answer: A
Diff: 2
Skill: Application
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

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67) In the CLEANER MINI CASE, the magazine ad is an example of ________.

A) buzz marketing
B) viral marketing
C) product placement
D) an advertorial
E) urgent ad-formation
Answer: D
Diff: 2
Skill: Application
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

68) In the CLEANER MINI CASE, the magazine ad that is made to look like an exposé on the
cleaning product industry is an example of ________.
A) advocating a socially beneficial cause
B) cause-related marketing
C) green marketing
D) covert marketing
E) urgent ad-formation
Answer: D
Diff: 2
Skill: Application
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

69) In the CLEANER MINI CASE, when Oopsy All Gone appears in a popular sitcom, this is an
example of ________.
A) advocating a socially beneficial cause
B) buzz marketing
C) green marketing
D) product placement
E) urgent ad-formation
Answer: D
Diff: 2
Skill: Application
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

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70) In the CLEANER MINI CASE, the product placement will be more memorable if it is
________, but will have a greater impact on consumption if it is ________.
A) in a show aimed at adults; in a children's show
B) in a children's show; in a show aimed at adults
C) subtle; prominent
D) prominent; subtle
E) overt; covert
Answer: D
Diff: 3
Skill: Application
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

ECOLITE MINI CASE: Ecolite is a new manufacturer of compact cars that run exclusively on
battery power and require no fossil fuels. Its advertising focuses on the amount of carbon
emissions that the Ecolite driver will avoid emitting compared to comparable compact cars, and
the positive impact that will have on the environment. Ecolite has also put together a
SuperGreen add-on package that includes additional interior features, a portion of the proceeds
of which are donated to the Arbor Day Foundation. Ecolite has decided to advertise its new
vehicle by offering them to car rental agencies at a discounted price to enable people to drive
the cars risk free and to get them seen on the street. Ecolite has also provided vehicles to a
popular television show about models so the models will be seen driving the vehicles on the
television show and hired actors to pose as product users to provide information about the car as
they drive it around.

71) In the ECOLITE MINI CASE, Ecolite's support of the Arbor Day Foundation is an example
of ________.
A) covert advertising
B) green marketing
C) advertainment
D) buzz marketing
E) cause-related marketing
Answer: E
Diff: 1
Skill: Application
Learning Obj: 15.6: To understand how marketers can advance society's interests by advocating
socially beneficial conduct and discouraging adverse behavior.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

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72) In the ECOLITE MINI CASE, the donation from the SuperGreen package is an example of
________.
A) covert advertising
B) green marketing
C) advertainment
D) cause-related marketing
E) buzz marketing
Answer: D
Diff: 3
Skill: Application
Learning Obj: 15.6: To understand how marketers can advance society's interests by advocating
socially beneficial conduct and discouraging adverse behavior.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

73) In the ECOLITE MINI CASE, when EcoLite hires actors to pose as customers telling people
about the car's benefits, it is engaged in ________.
A) viral marketing
B) social marketing
C) covert marketing
D) deceptive advertising
E) an FTC violation
Answer: C
Diff: 3
Skill: Application
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

74) In the ECOLITE MINI CASE, Ecolite's decision to provide the cars to models on a
television show so they will be seen driving the cars is an example of ________.
A) advertainment
B) urgent ad-formation
C) posers
D) product placement
E) advertorials
Answer: D
Diff: 3
Skill: Application
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

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75) The marketing concept as we know it is always consistent with society's well-being and best
interests.
Answer: FALSE
Diff: 2
Skill: Concept
Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social
responsibility.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

76) The societal marketing concept proposes that all companies would be better off in a stronger,
healthier society, and that companies that incorporate ethical behavior and social responsibility in
all of their business dealings attract and maintain loyal consumer support over the long term.
Answer: TRUE
Diff: 1
Skill: Concept
Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social
responsibility.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Ethical understanding and reasoning

77) Socially responsible activities improve a company's image among consumers, stockholders,
the financial community, and other relevant publics.
Answer: TRUE
Diff: 2
Skill: Concept
Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social
responsibility.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

78) Perceptions of a company's lack of social responsibility or unethical marketing strategies

rarely have a negative effect on consumer purchase decisions.
Answer: FALSE
Diff: 2
Skill: Concept
Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social
responsibility.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Ethical understanding and reasoning

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79) Based on the societal marketing concept, professional athletes should not be used in liquor or
tobacco advertisements because celebrities often serve as role models for the young and using
them in ads may result in underage consumers' use of the products.
Answer: TRUE
Diff: 2
Skill: Application
Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social
responsibility.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

80) Children are less likely than adults to imitate the behavior they see on TV with little or no
evaluative judgment.
Answer: FALSE
Diff: 2
Skill: Application
Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting
children and encouraging overeating and other forms of irresponsible buying.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

81) There is a consensus that even if children understand the purpose of promotional messages,
marketers must take special care in advertising to them because of the amount of time kids spend
viewing TV and online.
Answer: TRUE
Diff: 3
Skill: Concept
Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting
children and encouraging overeating and other forms of irresponsible buying.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices

82) Most children report having parental rules regarding media viewing.
Answer: FALSE
Diff: 2
Skill: Concept
Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting
children and encouraging overeating and other forms of irresponsible buying.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Ethical understanding and reasoning

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83) Marketers increasingly use techniques that blur the distinction between figure and ground,
which makes it easier for consumers to clearly distinguish advertising from entertainment
content.
Answer: FALSE
Diff: 2
Skill: Application
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

84) As a result of the increasing criticism directed at product placements as a form of masked
advertising, companies are forecast to steadily decrease expenditures on branded entertainment.
Answer: FALSE
Diff: 3
Skill: Application
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

85) People are often surprised at how much they consume, showing that they may have been
influenced at a basic or perceptual level.
Answer: TRUE
Diff: 2
Skill: Concept
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

86) Large inventory levels in one's home pantry could increase the quantity of food one believes
is appropriate for a meal.
Answer: TRUE
Diff: 3
Skill: Application
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

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87) Consumers may be able to control consumption by organizing less-structured offerings.

Answer: TRUE
Diff: 1
Skill: Application
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

88) It is argued that stealth marketing will result in increased consumer trust of product
information.
Answer: FALSE
Diff: 3
Skill: Application
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

89) Objectionable ads always arise from the negative intentions of marketers.
Answer: FALSE
Diff: 2
Skill: Application
Learning Obj: 15.4: To understand the nature and consequences of provocative advertisements.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

90) By itself, one tasteless ad has little impact on our values. However, cumulatively, such ads
may persuade consumers to act unwisely or develop undesirable attitudes.
Answer: TRUE
Diff: 2
Skill: Application
Learning Obj: 15.4: To understand the nature and consequences of provocative advertisements.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

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91) Because marketers continuously sponsor ads portraying values or behaviors that some (or
many) consumers find distasteful or wrong, we can conclude that public scrutiny has little impact
on marketers.
Answer: FALSE
Diff: 2
Skill: Application
Learning Obj: 15.4: To understand the nature and consequences of provocative advertisements.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

92) Repeated exposure to very thin "ideal" figures in promotional messages leads to negative
self-perceptions (particularly in women) and is partially responsible for the increase in eating-
related disorders.
Answer: TRUE
Diff: 2
Skill: Application
Learning Obj: 15.4: To understand the nature and consequences of provocative advertisements.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

93) A recent study discovered that deceptive claims were found in about three-quarters of
humorous ads and, in most cases, the humor was used to mask the deceptive claims.
Answer: TRUE
Diff: 3
Skill: Application
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

94) Truth-in-advertising laws protect consumers from false advertisements.

Answer: TRUE
Diff: 3
Skill: Concept
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

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95) The FTC holds marketers responsible for determining their ads' potential to mislead
consumers.
Answer: TRUE
Diff: 2
Skill: Concept
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Ethical understanding and reasoning

96) A high fit between a sponsored cause and the sponsoring company's positioning strategy can
improve the company's image.
Answer: TRUE
Diff: 3
Skill: Application
Learning Obj: 15.6: To understand how marketers can advance society's interests by advocating
socially beneficial conduct and discouraging adverse behavior.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

97) A cause-related message elicits more favorable consumer attitudes than a similar ad without a
cause-related message.
Answer: TRUE
Diff: 1
Skill: Concept
Learning Obj: 15.6: To understand how marketers can advance society's interests by advocating
socially beneficial conduct and discouraging adverse behavior.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

98) Cause-related advertising is less effective among more involved consumers.

Answer: FALSE
Diff: 2
Skill: Concept
Learning Obj: 15.6: To understand how marketers can advance society's interests by advocating
socially beneficial conduct and discouraging adverse behavior.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Ethical understanding and reasoning

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99) Disney agreed not to feature any smoking in Disney-branded films in an effort to be a good
corporate citizen.
Answer: TRUE
Diff: 2
Skill: Application
Learning Obj: 15.6: To understand how marketers can advance society's interests by advocating
socially beneficial conduct and discouraging adverse behavior.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

100) How does the societal marketing concept differ from the marketing concept?
Answer: The marketing concept as we know it – that is, fulfilling the needs of target consumer
markets more effectively than competitors – is sometimes inconsistent or incongruous with
society's well-being and best interest. A more appropriate conceptualization of the traditional
marketing concept, which balances the needs of society with the needs of the individuals and
marketing organizations, is the societal marketing concept. The societal marketing concept
requires that all marketers adhere to principles of social responsibility in the marketing of their
goods and services; that is, they should endeavor to satisfy the needs and wants of their target
markets in ways that preserve and enhance the well-being of consumers and society as a whole,
while fulfilling the objectives of the organization.
Diff: 3
Skill: Concept
Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social
responsibility.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Ethical understanding and reasoning

101) According to stimulus-response theory, children can easily form associations between
stimuli and outcomes. How does this impact the guidelines that regulate marketing toward
children?
Answer: Marketers must avoid ads that encourage children to pressure their parents to buy the
products advertised, and those that compel children to feel that ownership of a given product will
make them more accepted by peers.
Diff: 2
Skill: Application
Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting
children and encouraging overeating and other forms of irresponsible buying.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

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102) Provide an example of an advertisement that used deceptive or false promotional claims.
Identify the issue associated with the ad and describe why it was misleading.
Answer: Examples may vary. For example, Dannon Yogurt had an issue with a claimed health
benefit. Growing demand for products containing certain strains of live bacteria. Dannon's
promotions for its probiotic dairy drinks — Activia and DanActive — claimed that bacterial
cultures will help prevent colds or alleviate digestive problems. The FTC forced them to stop
this. They can't say that product will relieve digestive issues unless they say that you have to eat
at least three servings daily to get this benefit. The agreement does allow stating that Activia
helps to regulate the digestive system and DanActive helps to support the immune system.
Diff: 2
Skill: Application
Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting
children and encouraging overeating and other forms of irresponsible buying.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

103) Identify and briefly describe the three major categories of promotional violations that occur
in the marketing of drugs.
Answer: Unsubstantiated effectiveness claims: representing the drug as more effective than the
evidence available suggests; representing the drug as useful in a broader scope than research
evidence indicates
Omitted risk information: failure to reveal risks resulting from using the drug correctly; failure to
present information on side effects; stating the risks in an unclear language
Unsubstantiated superiority claims: presenting the drug as more effective or safer than others in
spite of the fact that there is no evidence to support such a claim.
Diff: 2
Skill: Concept
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Ethical understanding and reasoning

104) What is puffery? Provide an example.

Answer: Puffery is the use of deliberately exaggerated claims in advertising that consumers
readily recognize as exaggerated. Puffery does not qualify as deceptive advertising. Saying
something is the best or another claim that cannot be verified is puffery.
Diff: 1
Skill: Concept
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

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105) What is stealth marketing and how does it impact consumers perceptions of product
information?
Answer: Stealth marketing (also known as masked marketing) consists of marketing messages
and promotional materials that appear to come from independent parties although, in fact, they
are sent by a marketer. Some maintain that masked marketing strategies often violate the FTC's
definition of deceptive advertising, endorsement guidelines, and other regulations of marketing,
and believe that the FTC should establish clearer rules in order to reduce the use of masked
advertising. Others argue that the widespread use of stealth marketing abuses consumers' efforts
to avoid advertising and will result in increased consumer distrust of product information.
Diff: 2
Skill: Concept
Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing,
manipulative exposure to advertising, and truth-in-advertising issues.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Ethical understanding and reasoning

106) How might a marketer unintentionally convey socially undesirable stereotypes and images
in products and advertisements? Give an example.
Answer: An ad for a drug used as part of HIV therapy by persons who are HIV positive shows a
fit, smiling young man on a sidewalk in New York City with yellow cabs, pedestrians, and
buildings in the background. The bright red headline reads, "Just once a day!" Since visual
images are very persuasive, it is possible that the fit young man and the caption conveys to
young adults that being HIV positive is an easily "manageable" condition, and that one can
engage in unsafe sex. For marketers, featuring an individual who looks unhealthy in an ad for a
pharmaceutical designed to control a serious medical condition will not be effective, but
featuring a healthy-looking individual may communicate the wrong message.
Diff: 3
Skill: Application
Learning Obj: 15.4: To understand the nature and consequences of provocative advertisements.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge

107) Provide an example of an advertisement that was considered provocative.

Answer: Answers may vary. Groupon made fun of people in Tibet in one of its ads; they made
fun of an endangered species in another.
Diff: 2
Skill: Application
Learning Obj: 15.4: To understand the nature and consequences of provocative advertisements.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

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108) What is the Interactive Advertising Bureau's argument against the "do not track"
mechanism?
Answer: They said that eliminating relevant advertising would make the Internet less diverse,
less economically successful, and significantly less interesting.
Diff: 2
Skill: Concept
Learning Obj: 15.5: To understand how marketers abuse consumers' privacy and the measures
that can stop such practices.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking

109) What is cause-related marketing and what impact does the choice of cause have on the
effectiveness of the marketing campaign?
Answer: In cause-related marketing campaigns, the company contributes a portion of the
revenues it receives from selling certain products to such causes as helping people inflicted with
an incurable disease or hurt by inclement weather. A recent study demonstrated the importance of
the fit between the sponsored cause and the company's positioning strategy and that a low fit can
harm the company's image. In another study, an ad with a cause-related message elicited more
favorable consumer attitudes than a similar ad without a cause-related message. Yet another
study showed that cause-related advertising is more effective among more involved consumers.
Diff: 3
Skill: Concept
Learning Obj: 15.6: To understand how marketers can advance society's interests by advocating
socially beneficial conduct and discouraging adverse behavior.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Ethical understanding and reasoning

43
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