36. (1) Gwen lives in Dijon, France. To her, French wine is the only wine worth drinking, and she would never consider drinking wine from California. Gwen is exhibiting _____. stubbornness consumer ethnocentrism sincerity consumer culturalism patriotism 37. (1) Which of the following is considered a dimension of brand personality? ruggedness excitement sincerity competence all of the above 38. (1) Which emotion would be classified under the "arousal" dimension of emotion? duty distraction guilt shame disgust 39. (1) According to Maslow, all humans acquire a similar set of motives through genetic endowment and social interaction. True False 40. (1) Need for stimulation is an active, external motive. True False 41. (1) When considering consumers' ideal levels of performance on attributes when using a multiattribute attitude model, which attitude index is best? 0 25 50 100 over 100 42. (1) Which component of attitude represents one's tendency to respond in a certain manner toward an object or activity? cognitive affective behavioral orientation personality 43. (1) Which of the following is NOT a factor accounting for inconsistencies between measures of beliefs and feelings and observations of behavior? lack of need lack of ability weakly held beliefs and affect failure to consider negative reactions failure to consider interpersonal influence 44. (1) Attitude components tend to be _____. inconsistent consistent irregular disparate none of the above 45. (1) For years, American automobiles did not have the level of quality that foreign, particularly Japanese, automobiles had. However, that has changed, and most automobiles built in the United States have comparable or superior quality than imports. Consumers' attitudes are slow to change, however, and marketers must use which strategy to change the cognitive component of consumers' attitudes? change beliefs shift importance add beliefs change ideal change feelings 46. (1) The source of a communication represents _____. "how" a message is communicated "who" delivers the message the "what" of the message the "when" of the message the "where" of the message 47. (1) In which type of ad does a person, generally a typical member of the target market, recount his or her successful use of the product, service, or idea? single message two-sided message comparative ad testimonial ad demonstration 48. (1) Kellogg recently dropped Olympic swimmer Michael Phelps as a celebrity endorser. Kellogg's decision was based on ___________. the age of the celebrity over exposure of the celebrity negative behavior involving the celebrity a contract dispute conflict of interest with another sponsor 49. (1) Advertisements or sales messages in which only one point of view is expressed are referred to as _____. biased messages one-sided messages two-sided messages utilitarian appeals noncomparative ads 50. (1) The elaboration likelihood model (ELM).

1. 36. (1)
Gwen lives in Dijon, France. To her, French wine is the only
wine worth drinking, and she would never consider drinking
wine from California. Gwen is exhibiting _____.
stubbornness
consumer ethnocentrism
sincerity
consumer culturalism
patriotism
37. (1)
Which of the following is considered a dimension of brand
personality?
ruggedness
excitement
sincerity
competence
all of the above
38. (1)
Which emotion would be classified under the "arousal"
dimension of emotion?
duty

2. distraction
guilt
shame
disgust
39. (1)
According to Maslow, all humans acquire a similar set of
motives through genetic endowment and social interaction.
True
False
40. (1)
Need for stimulation is an active, external motive.
True
False
41. (1)
When considering consumers' ideal levels of performance on
attributes when using a multiattribute attitude model, which
attitude index is best?
0
25
50
100

3. over 100
42. (1)
Which component of attitude represents one's tendency to
respond in a certain manner toward an object or activity?
cognitive
affective
behavioral
orientation
personality
43. (1)
Which of the following is NOT a factor accounting for
inconsistencies between measures of beliefs and feelings and
observations of behavior?
lack of need
lack of ability
weakly held beliefs and affect
failure to consider negative reactions
failure to consider interpersonal influence
44. (1)
Attitude components tend to be _____.
inconsistent

4. consistent
irregular
disparate
none of the above
45. (1)
For years, American automobiles did not have the level of
quality that foreign, particularly Japanese, automobiles had.
However, that has changed, and most automobiles built in the
United States have comparable or superior quality than imports.
Consumers' attitudes are slow to change, however, and
marketers must use which strategy to change the cognitive
component of consumers' attitudes?
change beliefs
shift importance
add beliefs
change ideal
change feelings
46. (1)
The source of a communication represents _____.
"how" a message is communicated
"who" delivers the message
the "what" of the message

5. the "when" of the message
the "where" of the message
47. (1)
In which type of ad does a person, generally a typical member
of the target market, recount his or her successful use of the
product, service, or idea?
single message
two-sided message
comparative ad
testimonial ad
demonstration
48. (1)
Kellogg recently dropped Olympic swimmer Michael Phelps as
a celebrity endorser. Kellogg's decision was based on
___________.
the age of the celebrity
over exposure of the celebrity
negative behavior involving the celebrity
a contract dispute
conflict of interest with another sponsor
49. (1)

6. Advertisements or sales messages in which only one point of
view is expressed are referred to as _____.
biased messages
one-sided messages
two-sided messages
utilitarian appeals
noncomparative ads
50. (1)
The elaboration likelihood model (ELM) of persuasion posits
two routes to persuasion: direct route and indirect route.
True
False
51. (1)
Which of the following is a dimension of a consumer's self-
concept?
actual self-concept
ideal self-concept
private self-concept
social self-concept
all of the above
52. (1)

7. Which type of self-concept emphasizes family, cultural,
professional, and social relationships?
group self-concept
individual self-concept
interdependent self-concept
independent self-concept
connected self-concept
53. (1)
A market researcher asked Adam to place an "X" on one of the
seven spaces that are placed between several sets of adjectives
that best represents how he sees himself on those two opposite
adjectives. This is the most common approach to measuring
self-concept and is known as _____.
semantic differentials
Likert items
a 100-point constant-sum scale
nominal variables
open-ended questions
54. (1)
Consumers in which technology segment are young and
established, knowledgeable and confident in their use of new
technology, and just a notch down from Wizards in their
enthusiasm for technology?

8. Seekers
Techno-Strivers
Journeymen
Apprentices
Media Junkies
55. (1)
Which VALS segment of consumers comprises successful,
sophisticated, active, take-charge people with high self-esteem
and abundant resources and are driven by a mix of motivations?
Achievers
Makers
Innovators
Thinkers
Experiencers
56. (1)
How many PRIZM segments are there?
8
10
38
54

9. 66
57. (1)
Which global lifestyle segment values duty, tradition, faith,
obedience, and respect for elders?
Strivers
Devouts
Altruists
Intimates
Creatives
58. (1)
Christina lives in Japan, and she and her friends value
adventure, pleasure, and excitement. They are heavy users of
electronic media, are fashion conscious, and like going to
restaurants, bars, and clubs. To which global lifestyle segment
identified by Roper Starch Worldwide do Christina and her
friends belong?
Strivers
Altruists
Intimates
Fun Seekers
Creatives
59. (1)
The technology segment labeled Wizards consists of consumers

10. driven by desire for new technology as a means for improving
all aspects of life.
True
False
60. (1)
In the VALS typology, individuals are classified according to
their primary motivations, which are ideals motivation,
achievement motivation, or self-expression motivation.
True
False