________ are three basic designs used in quantitative research.
Metaphor analysis, survey, and observation
Observation, experimentation, and survey
Survey, interviews, and experimentation
Interviews, focus groups, and metaphor analysis
Focus groups, observation, and survey
________ can simply be described as "How we see the world around us."
Attitude
Knowledge
Understanding
Motivation
Perception
According to Maslow's hierarchy of needs, protection, order, and stability are examples of ________.
social needs
physiological needs
safety and security needs
self-actualization needs
egoistic needs
As sensory input ________, our ability to detect changes in input or intensity ________.
increases; increases
decreases; remains constant
increases; remains constant
decreases; increases
remains constant; decreases
Barry wants a sandwich for lunch. Tom wants a turkey sandwich with lettuce, tomato, and mayonnaise from Subway. Barry has a(n) ________, whereas Tom has a(n) ________.
product-specific goal; objective goal
product-specific goal; generic goal
subjective goal; generic goal
objective goal; subjective goal
generic goal; product-specific goal
Customers have different expectations when they purchase a Lexus than when they purchase a Hyundai. These expectations affect ________.
customer satisfaction
the corporate vision
the market targeting
market segmentation
the value proposition
During a depth interview, which of the following is NOT part of the interviewer's strategy?
Probe the respondent and encourage him/her to talk freely about the product category and/or brand under study.
Establish an atmosphere that encourages the consumer respondent to relax and open up to provide valuable insights.
Give the consumer an opportunity to respond to specific verbal and visual materials.
Provide as much time as possible for the consumer to express his or her thoughts and behaviors.
Talk as much as possible to ensure the consumer gives the answers s/he wants.
Egoistic needs can take either an inward or an outward orientation, or both. Outwardly directed ego needs reflect an individual's need for ________.
self-esteem
personal satisfaction with a job well done
reputation
independence
self-acceptance
In 2009, the Axe brand launched a line of hair care products to complement its existing assortment of body washes and deodorants, hoping to leverage the Axe brand equity to expand into a new category of men's personal care products. This is an example of a manufacturer taking advantage of ________.
perceptual defense
the halo effect
the persistence of first impressions
perceptual blocking
physical appearances
In a ________, 8 to 10 participants are encouraged to discuss their reactions to product and service concepts, or new advertising or marketing communications campaigns.
survey
controlled experiment
depth interview
metaphor analysis
focus group
In product placement scenarios, marketers place an advertised product into a TV show or film by having it used by the cast, integrated into the plot, or associated with a character. In product placements, the product is considered the ________ and the show is the ________.
entertainment; brand
ground; figure
ground; perceptual organization
perceptual block; perceptual organization
figure; ground
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) ________.
positive object; negative object
approach object; avoidance object
physical object; psychological object
avoidance object; defensive object
avoidance object; approach object
Motivation is produced by a state of tension, which exists as the result of ________.
unrealized desires
environmental forces
peer pressure
unfulfilled needs
satisfied desires
Needs and goals are ________; neither exists without the other.
interactive
mutually exclusive
autonomous
interdependent
independent
Needs that we learn in response to our parents, social environment, and interactions with the environment are called ________ needs.
biogenic
primary
psychological
innate
acculturated
On a questionnaire, a(n) ________ question is one where the respondent merely checks the appropriate answer from a list of options.
undisguised
disguised
closed-ended
exploratory
open-ended
Packaging and warranties are elements of which of the four Ps?
price
place
promotion
product
people
Sigmund Freud's psychoanalytic theory of personality is built on the premise that ________ are at the heart of human motivations and personality.
efforts to avoid anxiety
social relationships
unconscious needs or drives
efforts to overcome inferiority
conscious decision-making processes
Some TV ads change sensory input by using silence or louder sounds in their ads to generate attention. This is a form of advertising used in order to overcome ________.
sensation
preference for competitive advertisements
the just noticeable difference
sensory adaptation
perceptual blocking
The emphasis in the definition of personality is on inner characteristics, which are ________.
those characteristics of an individual that are not readily apparent to others
those characteristics that make one individual similar to others
those characteristics that distinguish one individual from others
those characteristics that constitute the individual's ideal self-image
those characteristics which individuals try to hide from others
The image and unique identity of a product, service or brand in consumers' minds is called its ________.
perception
target
position
imposition
segment
To simplify life, people have a natural tendency to select stimuli from the environment and organize them into groups and perceive them as a unified whole. In a perception context, this is known as ________.
perceptual mapping
closure
grouping
perceptual blocking
figure-ground
Two people driving together may spot a billboard at different times. This means they have different ________.
absolute thresholds
adaptation levels
differential thresholds
just noticeable differences
sensory adaptations
Using sexual imagery to sell a product primarily appeals to Freud's conceptualization of the ________.
ego
self-image
super-id
id
superego
When stimuli are highly ambiguous, an individual will usually ________.
interpret them according to one's own needs, wishes, and interests
consult others as to their meaning
block them out
take extra time to understand the intentions of the source
ignore them
Which of the following is considered an example of consumer behavior?
Jessica prefers to buy her produce from the farmer's market instead of the grocery store.
Javier generally gets gas on Monday mornings on his way to work.
Jeremy generally recycles his old newspapers and cardboard boxes.
Janice prefers to buy name-brand pain relievers like Tylenol and Advil, rather than the store brand.
All of the above are examples of consumer behavior.
Which of the following is most likely to be used to gather descriptive and numerical information?
complaint analysis
qualitative research
quantitative research
motivational research
controlled statistics
Which of the following is NOT true about the effect of expectations and motives on perceptions?
People tend to perceive the things they need or want.
Irrelevant sexuality can distract from the ad's main message.
There is decreased awareness of stimuli that are irrelevant to a consumer's needs.
Stimuli that conflict sharply with expectations often receive less attention than those that conform to expectations.
People see what they expect to see based on familiarity, previous experience, and expectations.
Which of the following is true of JND?
There is no JND for decreased product volume sold in existing packaging.
Making drastic changes to a company's logo to an extent well beyond consumers' JND allows companies to update their image without losing their ready recognition.
Increasing prices below consumers' JND is likely to go unnoticed by consumers.
Making product improvements that far exceed consumers' JND is likely to maximize company revenues.
Decreasing prices below consumers' JND is likely to cause a significant rise in sales.
Which of the following is true of the relationship between consumers' perceptions and their expectations?
Ads with irrelevant sexuality generally lead to better recall of the product advertised due to the attention-getting nature of the sexual content.
What consumers expect to see is completely dependent on their objective, first-hand experience with the particular product or advertising medium.
Individual motivation does not affect perception.
People tend to make observations and arrive at conclusions completely independent of their expectations.
Consumers tend to perceive products and product attributes according to their own expectations.
