If two people have different reference prices for the same product, the ____________ they get from buying that product will be different.

		1.symbolic value
		2.total value
		3.transaction value
		4.acquisition value

If the marketer of a weight-loss product changes her product claim from Helps you lose weight to Helps you lose 10 pounds in 2 weeks, she is increasing the _________ of her claim.

		1.objectivity
		2.relevance
		3.verifiability
		4.substantiation

Laddering helps marketers best understand the relationship between:

		1.The core product and the tangible product
		2.Acquisition utility and transaction utility
		3.The central route and peripheral routes to persuasion
		4.Message content and format

The brand name of a product is very important because it:

		1.is a consequence of product use
		2.is a key element of the core product
		3.is the central node in the product associative network
		4.always conveys relevant product information

In thinking about prices, consumers often:

	1.	think in terms of deviations from a reference price
		2.overweight opportunity costs
		3.underweight sunk costs
		4.all of the above

Marketers use conjoint analysis to determine what attributes are important to consumers because:

		1.consumers care more about attributes than benefits
		2.consumers are often unable to articulate attribute importances
		3.consumers are always willing to articulate attribute importances
		4.consumers find it easy to make tradeoffs between attributes

A key problem with setting behavioral communication objectives is that:

		1.they are difficult to set
		2.other factors besides the campaign can influence the target behaviors
		3.they always require personal channels of communication
		4.they are not important for most brands

Since Bojana is a very frequent consumer of Taco Bell burritos, her reference price for burritos is most likely:

		1 fairness-driven
		2 external
		3 based on environmental cues
		4 internal

The brand maps generated through ZMET can contain:

		1.attributes
		2.emotions
		3.symbolic meaning
		4.all of the above

The basic premise of ZMET, the technique used to create Brand Maps, is that consumers often think of their relationships to products in terms of:

		1.photographs
		2.benefits
		3.metaphors
		4.words

The following is an example of a cognitive communication objective:

		1.stimulate word of mouth
		2.increase sales
		3.remind consumers to buy the product
		4.gain market share

___________ is an example of a core product in the category of bottled water.

		1.the consumer will be admired by her friends
		2.the shape of the bottle
		3.the price
		4.the brand name