$\mathrm{.}1$SaSECTION A: MULTIPLE CHOICE QUESTIONS $|40$ marks$]$ ANSWER ALL$1.$ A$($n$)$ si alasting, general evaluation of people $($including oneself$),$ objects, advertisements, or issues.A$)$ principleB$)$ beliefC$)$ theoryD$)$ atitude$2.$ Which of the following theoretical models measures attitude toward the act of buying $($Aact$),$ rather than the attitude toward only the product itself?A$)$ the theory of cognitive dissonanceB$)$ the theory of reasoned actionC$)$ the balance theoryD$)$ the theory of trying$3.$ Which of the following attitude functions si associated with a focus on particular social identities and lifestyles?A$)$ utilitarianB$)$ value$-$expressiveC$)$ ego$-$defensiveD$)$ knowledge$\mathrm{.}4$ What type of learning theory emphasizes that people are problem solvers who actively use information from the world around them to master their environment?A$)$ instrumental conditioningB$)$ classical conditioningC$)$ cognitive learningD$)$ operant conditioninglearning occurs when an individual watches the actions of others and notes the reinforcements they receive for their behaviors.A$)$ ObservationalB$)$ ReinforcedC$)$ Halo effectD$)$ Masked$6.$ According to the information processing$-$approach to studying the memory process, in the $\_$stage, information enters in a way the system wil recognize it$.$A$)$ storageB$)$ retrievalC$)$ encodingD$)$ decoding$2$Scanned with CamScanner m Br $\mathrm{.}7$ Sam Bolton hums the Purina Cat Chow jingle as he drives down the expressway. A thought suddenly occurs to Sam: "Why am I humming this stupid jingle? I don't buy this stuff. In fact, I don't even have a cat." Sam knows this jingle throughA$)$ stimulus generalizationB$)$ reinforcement modeling $+$C$)$ incidental leamingD$)$ operant conditioning$\mathrm{.}8$ On her first visit to China, Jane did not know how to pay for the produce she had selected at a market. She watched several Chinese women pay for their selections, and then Jane copied their behavior. In this example, Jane usedA$)$ shapingB$)$ stimulus discriminationC$)$ modelingD$)$ stimulus generalization$9.$ Scott thought of himself as avery successful marketer. He created acampaign with aproduct logo that was very popular and that customers associated with a quality product. It was so popular that in a few months, the logo began to appear almost everywhere. Instead of increasing sales of the product, the customer demand began to decrease as competitors' products became more successful. What characteristic of learning was most likely ruining Scott's apparent success?A$)$ Too much repetition was decreasing the strength of the CS$,$ thus leading to extinction of the learned relationship between the logo$,$ the quality of the product, and the association with Scott'scompany.B$)$ Customers confused Scott's logo with the logo of Scott's competitors, making cognitive learningincomplete.C$)$ The logo produced only a fixed$-$ratio schedule of reinforcement that did not sustain sales, while Scott's competitor used a variable$-$ratio schedule.D$)$ Over time the logo became boring, and customers punished Scott's company by buying competitors' products as a type of revenge for their boredom$\mathrm{.}10.$ Thesummarizes the beliefs a person holds about his own attributes and how he evaluates the self on these qualities.A$)$ actual self B$)$ self$-$esteemC$)$ self$-$image D$)$ self$-$concept$11.$ Through the process of$,$ people try ot "manage" what others think of them by strategically choosing clothing and other products.A$)$ impression managementB$)$ self$-$extensionC$)$ self$-$esteemD$)$ social comparison$3$ Scanned with CamScanner $18.$ Ama effectiv$12.$ Consumers who haveare particularly good targetsformarketing communications htan use fantasy appeals.A$)$ self$-$fulfilling propheciesB$)$ looking$-$glass selvesC$)$ a small gap between their real and ideal selvesD$)$ a large gap between their real and ideal selves$13.$ In the communications model, the element in which the message originates is the A$)$ mediumB$)$ sourceC$)$ messageD$)$ consumer$14.$ The source of amessage has an impact on whether the message wil beaccepted or not. Two particularly important source characteristics areA$)$ culture and ethnicityB$)$ credibility and attractivenessC$)$ credibility and recencyD$)$ attractiveness and recency$15.$ What does the sleeper effect suggest about source credibility?A$)$ If a receiver is not paying attention, a message cannot be effective.B$)$ Many people can learn the important parts of a message even when asicep.C$)$ The effectiveness of a message will increase over time.D$)$ The effectiveness of positive sources over negative sources can be erased over time$\mathrm{.}16.$refers to a strategy in which a message compares two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes.A$)$ Cognitive differentiationB$)$ Emotional appealC$)$ Comparative advertisingD$)$ Conclusion advertising$17.$ Kanisha is confronted with a strange set of products during her most recent visit to the cosmetics counter at her favorite department store. Urban Grunge nail polish is "hot, hot, hot" according to recent ads. Kanisha likes the idea of a new nail polish but is unsure about the image that might beclosely matches Kanisha's purchase decision? A$)$ utilitarian functionB$)$ elaboration functionC$)$ ego$-$defensive functionD$)$ knowledge function$4$Scanned with CamScanner e lications that $18.$ Amarketing study found that respondents believed that a dark$-$haired model would be more effective in selling gold jewelry than a blond$-$haired model would be if the dark$-$haired model was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work here?A$)$ Celebrities should be attractive, but not too attractive.B$)$ The celebrity's image should match that of the product, and blond$-$haired models are too common for the exclusive image of gold.C$)$ The celebrity's image should match that of the product and should embody cultural meaning.D$)$ The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image$\mathrm{.}19.$ Which of the following best describes the findings of research on using two$-$sided messages to communicate with consumers?A$)$ Two$-$sided messages are widely used and are very effective in reaching target audiences.B$)$ Two$-$sided messages are cost$-$prohibitive.C$)$ Two$-$sided messages can be quite effective, yet marketers rarely use them.D$)$ Two$-$sided messages are no different from one$-$sided messages and are used equally by marketers$\mathrm{.}20.$ A$($n$)$ is a person who identifies a need or desire, makes a purchase, and then disposes of a product.A$)$ marketerB$)$ consumerC$)$ influencerD$)$ content generator$21.$ Which of the following is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires? A$)$ lifestyle marketingB$)$ role theoryC$)$ consumer behaviorD$)$ marketing research$2.$ Which of the terms below is used to describe the bond between product and consumer that is difficult for competitors to break?A$)$ brand loyaltyB$)$ customC$)$ patronageD$)$ relationship$23.$ Which of the following time periods is encompassed in the study of consumer behavior? A$)$ pre$-$purchaseB$)$ purchaseC$)$ post$-$purchaseD$)$ all of the above$5$Scanned with CamScanner $24.$ In an online $,$ members share opinions and recommendations about products. A$)$ market segmentB$)$ consumption communityC$)$ marketing databaseD$)$ culture jam$25.$ The belief that meaning is not fixed but is instead constructed by each individual is part of the $\_$ paradigm.A$)$ positivistB$)$ pragmaticC$)$ interpretivistD$)$ consumerist$26.$ The first stage in the cognitive decision$-$making process is A$)$ information searchB$)$ evaluation of alternativesC$)$ problem recognitionD$)$ product choiceis the process by which the consumer surveys the environment orf make a reasonable decision.A$)$ Problem recognitionB$)$ Evaluation of alternativesC$)$ Information searchD$)$ Product choiceappropriate data to$28.$ The tendency for people to prefer products from their own culture rather than those of another culture is calledA$)$ xenophobiaB$)$ ethnocentrismC$)$ ethnographicsD$)$ altruism$29.$ Which functional area of culture is most closely related ot the idea of acommon worldview? A$)$ ecologyB$)$ social structureC$)$ ideologyD$)$ socio$-$psychology$30$ What do we call the learning process when we learn the beliefs and behaviors endorsed by our own culture?A$)$ acculturationB$)$ enculturationC$)$ immersionD$)$ modeling$6$ Scanned with CamScanner $-$cts$.$In This Section Write $\text{'}$T$\text{'}$ If "True' and $\text{'}$F$\text{'}$ if False$\mathrm{.}31$ Considering the effects of cognitive dissonance, supplying customers with additional reinforcement after a purchase can be a good marketing strategy$\mathrm{.}32.$ Behavioral theorists rely on internal mental states to explain learning$\mathrm{.}33.$ The two major approaches associated with behavioral learning theory are classical conditioning and observational learning$\mathrm{.}34.$ According to the definition of consumer behavior, how a consumer disposes of an idea and accepts another is NOT part of consumer behavior$\mathrm{.}35.$ Consumers' attraction to slot machines can be explained by the variable$-$ratio reinforcement schedule the machines use$\mathrm{.}36.$ The observational learning process begins with a step called motivation$\mathrm{.}37.$ Fixed$-$interval reinforcement explains why airlines' frequent flyer programs are so successful$\mathrm{.}38.$ People tend ot pattern their behavior on the perceived expectations of others, which is a form of a self$-$fulfilling prophecy$\mathrm{.}39.$ Global consumer culture and popular culture are interchangeable terms$\mathrm{.}40.$ The concept of the self$-$image congruence model helps to explain why it is a deal killer in the Japanese business culture to mishandle a business card from a prospective client.SECTION B: ANSWER QUESTION $1$ AND ANY OTHER QUESTIONQUESTION $1140$ MARKSIRefer to the scenario below ot answer the following question$($s$).$ Case: The Pure and Easy Food LifestyleA consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results. The concept of personality refers toa person's unique psychologicalmakeup and how it consistently influences the way a person responds to his or her environment. Marketing strategies based on personality differences have met with mixed success, partly because of the way researchers have measured and applied these differences in personality traits to consumption contexts. Some analysts try to understand underlying differences ni small samples of consumers by employing techniques based on Freudian psychology and variations of this perspective whereas others have tried to assess these dimensions more objectively in large samples using sophisticated, quantitative techniques.Brands have personalities. A brand personality is the set of traits people attribute to a product as if it were a person. Consumers assign personality qualities to al sorts of inanimate products. Like our$7$Scanned with CamScanner QUE relationships with other people, these designations can change over time; therefore, marketers need to be vigilant about maintaining the brand personality they want consumers to perceive. Forging a desirable brand personality often si key to building brand loyalty. A lifestyle defines a patter of consumption that reflects a person's choices of how to spend his or her time and money, and these choices are essential to define consumer identity. A consumer's lifestyle refers to the ways he or she chooses to spend time and money and how his or her consumption choices reflect these values and tastes. Lifestyle research is useful for tracking socictal consumption preferences and also for positioning specific products and services ot different segments. Marketers segment based on lifestyle differences; they often groupConsumers in terms of their AlOs $($activities$,$ interests, and opinions$).$ We associate interrelated sets of products and activities with social roles to form consumption constellations. People often purchase a product or service because they associate it with a constellation that, in turn, they link to alifestyle they find desirable. $|$Geodemography involves a set of techniques that use geographical and demographic data ot identify clusters of consumers with similar psychographic characteristics! Psychographics go beyond simple demographics to help marketers understand and reach differentconsumer segments. Psychographic techniques classify consumers in terms of psychological, subjective variables in addition ot observable characteristics $($demographics$).$ Marketers have developed systems to identify consumer "types" and ot differentiate them ni terms of their brand or product preferences, media usage, leisure time activities, and attitudes toward broad issues such as politics and religion. Underlying values often drive consumer motivations. Products take on meaning because a person thinks the products will help him or her to achieve some goal that is linked to a value, such as individuality or freedom. Aset of core values characterizes each culture, to which most of its members adhere.Summary of CaseThis case brings to focus the brand that TV personality Jamie Oliver has established by promoting healthy and nutritious cooking and yb inspiring cooks who are looking for simple yet fun recipes. Using an approach thai emphasizes simplicity, he aims ot remove any anxiety associated with preparing food from scratch. This philosophy has won him many fans, who interact and engage with him on social media. Leveraging his fame, he has entered into several co$-$branding engagements with companies like Sainsbury's and HelloFresh.Questionsa$)$ How does Freud's work no the unconscious mnid relate ot marketing practice? $[12$ marks$)$ X$+$b$)$ Enculturation helps us learn the beliefs and behaviors of our own society. Do you think external marketers can leam the same things through acculturation? $[2$marks$),$c$)$ What si the basic philosophy behind a lifestyle marketing strategy? $[2$marks$]2$d$)$ How can marketers stay on top of changes in lifesyle trends? $[$omarks$]$je$)$ Is there such athing as personality? If so$,$ how might you intergrate knowledge about consumer's personality traits into a marketing strategy? $[$omarks$])1$ Taking your country sa na example, how would you link values ot consumer behavior? $[12$mark