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2. A person is extremely prone to motivated reasoning when his or her self-esteem is at stake.
a. True
b. False
ANSWER: True
4. When a consumer watches a funny movie and experiences intense emotions, he or she is exhibiting strong cognitive
involvement.
a. True
b. False
ANSWER: False
5. Self-concept is the abstract, enduring belief about what is right/wrong, important, or good/bad.
a. True
b. False
ANSWER: False
6. Voters are more likely to be motivated to support a politician who expresses their values.
a. True
b. False
ANSWER: True
7. A need is an external state of tension experienced as a similarity between the current state and a desired state.
a. True
b. False
ANSWER: False
9. According to Maslow, people generally fulfill higher-order needs before they fulfill lower-order needs.
a. True
b. False
ANSWER: False
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10. Fulfilling social needs requires the presence or actions of other people.
a. True
b. False
ANSWER: True
11. Independent of educational level and income, people high in financial literacy have higher debt rates and lower
savings.
a. True
b. False
ANSWER: False
12. Physical capabilities can affect how, when, where, and whether consumers make decisions and take actions.
a. True
b. False
ANSWER: True
13. Consumers find nontechnical and qualitative data more difficult to handle than technical or quantitative information.
a. True
b. False
ANSWER: False
14. When consumers encounter a lot of information about a product, those who are promotion-focused will have lower
brand evaluations.
a. True
b. False
ANSWER: False
15. Marketers can increase the likelihood of information processing by presenting messages at a time of day when
consumers are most likely to be distracted.
a. True
b. False
ANSWER: False
16. _____ is defined as "an inner state of activation," with the activated energy directed to achieving a goal.
a. Motivation
b. Persistence
c. Ability
d. Endurance
e. Revival
ANSWER: a
17. Ben wants to purchase a new tablet. He spends a lot of time researching the latest features available on different
brands of tablets. He extensively reads most of the technology consumer blogs. In this scenario, Ben has created a
willingness to expend time and energy on preparations to purchase the target, making him a(n) _____ consumer.
18. Tara has been thinking about losing some weight before her cousin's wedding and comes across an ad for a quick
method for weight loss. She wants to believe the service advertised and is convinced that it will help her lose weight. This
type of information processing is called:
a. motivated reasoning.
b. felt involvement.
c. image-based reasoning.
d. enduring involvement.
e. simulated thinking.
ANSWER: a
19. Which of the following statements is true when consumers are highly motivated to achieve a goal?
a. They tend to evaluate information less critically.
b. They devote little effort to processing information.
c. They attempt to understand goal-relevant information.
d. They use decision-making shortcuts.
e. They put little effort in decision-making.
ANSWER: c
20. Shelly went to buy toothpaste at a nearby store. She quickly checked whether either of the two brands she regularly
bought was on sale, and she chose the cheaper one. Shelly's _____ in choosing the toothpaste.
a. ability is low
b. risks are high
c. enthusiasm is high
d. opportunity is low
e. motivation is low
ANSWER: e
22. Ron regularly consumes pain killers even if he feels the slightest of body aches. Although Ron has been warned
several times by his well-wishers that heavy consumption of pain-reducing medicines could harm his kidneys, he still
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inserted. In this connection, it is interesting to note that considerable
experimenting with twelfths in the Ski-optometer proved them to be
needless, inasmuch as the instrument’s cylindrical lenses set directly
next to the patient’s eyes overcome all possible loss of refraction, as
explained in a later paragraph.
Transposition of Lenses
It is commonly understood that transposition of lenses is merely
change of form, but not of value.
For example, a lens +1.00 sph. = -.50 cyl. axis 180° may be
transposed to its equivalent, which is +.50 sph. = +.50 cyl. axis 90°.
The accepted formula in this special instance is as follows:
Algebraically add the two quantities for the new sphere, retain the
power of the original cylinder, but change its sign and reverse its axis
90 degrees. Applying this rule, a lens +.75 sph. = -.25 cyl. axis 180°,
is equivalent to +.50 sph. = +.25 cyl. axis 90°.
Similarly, a lens +1.00 sph. = -1.00 cyl. axis 180° is equivalent to
+1.00 cyl. axis 90°.
One of the difficulties in transposing is in reversing the axis. In
such cases, it is well to memorize the following simple rule:
To reverse the axis of any cylindrical lens containing three
numerals—add the first two together and carry the last. For example,
from 105 to 180 degrees, etc.:
105° Add—one and “0” equals 1 Then carry the 5 = 15°
120° Add—one and two equals 3 Then carry the 0 = 30°
130° Add—three and one equals 4 Then carry the 0 = 40°
150° Add—five and one equals 6 Then carry the 0 = 60°
165° Add—six and one equals 7 Then carry the 5 = 75°
180° Add—eight and one equals 9 Then carry the 0 = 90°
Rigidity of Construction
Illustration on following page (Fig. 11a) shows the reinforced
double bearing arms which hold the Ski-optometer lens batteries at
two points. This eliminates possibility of the instrument getting out of
alignment, and prevents wabbling or loose working parts.
The broad horizontal slides shown in the cut, move in and out
independently so that the pupillary distance is obtained for each eye
separately by turning the pinioned handle on either side of the
instrument. The scale denotes in millimeters the P.D. from the
median line of the nose outward, the total of both scales being the
patient’s pupillary distance.
Fig. 11a also serves to show the staunch construction of the base
of the Ski-optometer.
Fig. 11a—Showing staunch construction
of Ski-optometer base.
The Phorometer
As previously stated, it is practically impossible to accurately
diagnose a case of muscular imbalance with trial-case prisms. For
this reason the phorometer forms an important part of the equipment
for muscle testing in the Ski-optometer, having proven both rapid and
accurate. It consists of two five-degree prisms with bases opposite,
each reflecting an object toward the apex or thin edge. The patient
whose attention is directed to the usual muscle-testing spot of light,
will see two spots.
Aside from the instrument itself, and in further explanation of the
phorometer’s principle and construction, when two five-degree
prisms are placed together so that their bases are directly opposite,
they naturally neutralize; when their bases are together, their
strength is doubled. Thus while the prisms of the phorometer are
rotating, they give prism values from plano to ten degrees, the same
being indicated by the pointer on the phorometer’s scale of
measurements.
As a guide in dark-room testing, it should be noted that the
handle of the phorometer in a vertical position is an indication that
the vertical muscles are being tested; if horizontal, the horizontal
muscles are undergoing the test.