When "satisfied customers" are used in a television ad for a product, this is an example of:

• A) A symbolic group
• B) The common-man approach
• C) The celebrity approach
• D) The consumer-action group

In Freudian theory, the _________ is that part of the mind and guided by the primary desire to maximize pleasure and avoid pain.

• A) Superego
• B) Conscience
• C) Id
• D) Ego

Maslow’s ‘self actualisation’ refers to __________________.

• A) Needs essential for sustaining life
• B) Personal fulfillment
• C) Being accepted by others
• D) Personal safety

The "fight between temptation and virtue" in the mind is mediated by the:

• A) Superego
• B) Conscience
• C) Id
• D) Ego

Saima has an encyclopedic knowledge of folk music. She is very excited about alternative ways to access music by listening to radio, purchasing CDs etc. When asked by a television interviewer to descibe herself, she said, "I am a music collector, a mother of two children and a doctor." Music products are very significant to saima's _________.

• A) Career choice
• B) Self-concept
• C) Situational involvement
• D) Household demographics

When examining a specific society, researchers frequently immerse themselves in the environment under study through:

• A) Consumer field work
• B) Content analysis
• C) Focus Group Discussions
• D) Marketing strategies

Fahad purchases a different brand of cologne every time he runs low. It is related to which of the following?

• A) Attitudes have consistency
• B) Attitudes occur within a situation
• C) Attitudes are learned predisposition
• D) The attitude object

Attitudes which become part of a person's value system are subsequently difficult to change; this level of attitude commitment is said to result from the process of:

• A) Backward masking
• B) Identification
• C) Internalization
• D) Evaluation

Which of the following is the stage of real memory in which the information is processed and held just for a brief period of time?

• A) Short term store
• B) Sensory store
• C) Schematic store
• D) Long term store

An unpleasant or negative outcome that serves to encourage a specific behavior is called:

• A) Positive reinforcement
• B) Positive punishment
• C) Negative reinforcement
• D) Negative punishment

Extended families exist largely in _____________________.

• A) Collectivist culture
• B) Individualistic cultures
• C) Cultures that value the independence of self
• D) Cultures that discourage coercive power of the group

Consumers can become so used to seeing an advertisement that they no longer pay attention to it. This phenomenon is called:

• A) Advertising mutation
• B) Advertising wear out
• C) Advertising burnout
• D) Sleeping effect

Many cricket fans evaluate Shoaib Akhtar as belligerent, unmotivated and strange. These descriptors constitute________________.

• A) Consumer orientation
• B) Precognitive evaluation
• C) Global description
• D) Attitude

Which of the following statement concerning values is true?

• A) Pakistani parents place greater emphasis on educating their childern than Europians
• B) Domain specific values pertain only to specific consumption situations
• C) Consumers instrumental values reflect what is needed to acheive valued end states
• D) Terminal values represent beliefs held by consumers near the ends of their lives

Each sense receives______________of information and transmits it to the brain.

• A) Almost whole
• B) Whole part
• C) Fragmented piece
• D) None of the given options

The greater the number of competitive ads in a product category, the lower the recall of brand claims in a specific advertisement. It is called:

• A) Nodding
• B) Interference effect
• C) Activation
• D) Retention failure

Repeated pairings of CS and UCS over time may lead to a certain level of association, but when the pairings are only occasionally presented, the prior linking effects may disappear completely. This is called:

• A) Decay
• B) Extinction
• C) Cue-dependent forgetting
• D) S-R repetition

The process by which a person acquires the purchase knowledge and experience that is applied to future purchase behavior is called:

• A) Involvement theory
• B) Encoding
• C) Decoding
• D) Consumer learning

What do we call the learning that occurs when a stimulus eliciting a response is paired with another stimulus that initially does not elicit a response on its own but, over time, also causes a similar response because of its association with the first stimulus?

• A) Operant conditioning
• B) Learned pairing phenomenon
• C) Cue-dependent forgetting
• D) Classical conditioning

Formation of attitudes is strongly influenced by consumers:

• A) Personal Experience
• B) Influence of family and friends
• C) Direct Marketing
• D) All of the given options