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1. If consumer behavior is not well understood, a marketer will have difficulty creating an appropriate marketing mix.
a. True
b. False
ANSWER: True
POINTS: 1
LEARNING OBJECTIVES: MKTG.LAMB.15.06.01 - 6-1
TOPICS: AACSB Reflective Thinking
KEYWORDS: CB&E Model Customer
OTHER: BLOOMS Level II Comprehension
2. A stimulus is a unit of input from either an external or internal source that can affect sight, smell, taste, touch, or
hearing.
a. True
b. False
ANSWER: True
POINTS: 1
OTHER: BLOOMS Level I Knowledge
3. Chantel would like to try a good Mexican restaurant for dinner tonight, so she asks a couple of coworkers for
suggestions. She is using an internal information search.
a. True
b. False
ANSWER: False
RATIONALE: Chantel is using an external information search; specifically, a nonmarketing-controlled
information source.
POINTS: 1
OTHER: BLOOMS Level III Application
4. Consumers with prior experience in buying a certain product will spend less time searching for product information
and will limit the number of products that they consider.
a. True
b. False
ANSWER: True
POINTS: 1
5. When Alan buys rock-climbing equipment, he will only buy Black Diamond, Petzl, Edelweiss, or Wild Country
brands even though other brands exist. These listed brands make up Alan’s awareness set.
a. True
b. False
ANSWER: False
RATIONALE: This is Alan’s evoked set.
POINTS: 1
6. Once an individual’s evoked set has been established, evaluation of those alternatives will determine what
information must be obtained during the information search.
a. True
b. False
ANSWER: False
RATIONALE: The information search stage usually yields an evoked set and precedes evaluation of
alternatives.
POINTS: 1
7. There are several tools marketing managers can use to increase cognitive dissonance, which enhances consumers’
attitude toward their brand.
a. True
b. False
ANSWER: False
RATIONALE: Cognitive dissonance is an inner tension that a consumer experiences after recognizing an
inconsistency between behavior and value or opinions, so marketers attempt to reduce the
effects of cognitive dissonance.
POINTS: 1
8. The purchase of products like soft drinks, cleaning products, and gasoline generally exemplifies routine response
behavior.
a. True
b. False
ANSWER: True
POINTS: 1
9. Noah perceives the purchase of a tattoo to be a socially risky decision because he thinks that people will judge him
unfairly if he has a tattoo. Hayley, however, does not perceive getting a tattoo as particularly risky behavior. As far
as social risk is concerned, getting a tattoo will be a higher-involvement activity for Noah than for Hayley.
a. True
b. False
ANSWER: True
POINTS: 1
10. Consumers practice extensive decision making when buying an unfamiliar, expensive product or an infrequently
bought item.
a. True
b. False
ANSWER: True
POINTS: 1
11. The United States, unlike some other countries, does not have a status structure or social class system.
a. True
b. False
ANSWER: False
RATIONALE: The United States has a social class system, which is a cultural factor influencing consumer
behavior.
POINTS: 1
12. The majority of Americans today define themselves as middle class, regardless of their actual income or
educational attainment.
a. True
b. False
ANSWER: True
POINTS: 1
13. A newly hired employee at an advertising agency chose the clothes she purchased for work by observing the
clothes she saw worn in The Apprentice, a popular television reality show. In this example, the women hoping to
work for Donald Trump served as primary membership groups.
a. True
b. False
ANSWER: False
RATIONALE: A primary membership group requires face-to-face membership, so a television show
cannot serve as a primary membership group.
POINTS: 1
14. Opinion leaders are often the first to try new products and services.
a. True
b. False
ANSWER: True
POINTS: 1
15. Decision-making roles among family members tend to vary significantly depending on the type of item purchased.
a. True
b. False
ANSWER: True
POINTS: 1
16. The socialization process involves adopting the values of the culture in which a person was raised and is usually
strongly influenced by the family.
a. True
b. False
ANSWER: True
POINTS: 1
17. Laurie would like to be fashionable and trendy. This would be considered her real self-image.
a. True
b. False
ANSWER: False
RATIONALE: This would be Laurie’s ideal self-image, which is the way she would like to be. Real self-
image is how she perceives herself.
POINTS: 1
18. Selective exposure occurs when consumers change information that conflicts with their feelings or beliefs.
a. True
b. False
ANSWER: False
RATIONALE: Selective exposure is the process whereby a consumer notices certain stimuli and ignores
others. Selective distortion occurs when consumers change information that conflicts with
their feelings or beliefs.
POINTS: 1
19. An ad showing a thirsty athlete drinking a cold bottle of Gatorade is an example of an appeal to self-actualization
needs.
a. True
b. False
ANSWER: False
RATIONALE: It is an appeal to physiological needs, not self-actualization needs.
POINTS: 1
20. There are two types of learning: concrete and abstract.

a. True
b. False
ANSWER: False
RATIONALE: The two types of learning are experiential and conceptual.
POINTS: 1
21. By keeping the blue triangle in the corner and the Nabisco name on several similar Nabisco snack products,
Nabisco is attempting to capitalize on stimulus generalization.
a. True
b. False
ANSWER: True
POINTS: 1
KEYWORDS: CB&E Model Product
22. Stimulus discrimination is a learned ability to differentiate among similar products.

a. True
b. False
ANSWER: True
POINTS: 1
23. An attitude is a physiological difference among consumers.

a. True
b. False
ANSWER: False
RATIONALE: An attitude is a learned tendency to respond consistently toward a given object.
POINTS: 1
24. It is usually easier to change consumer beliefs about a service attribute than a product attribute.
a. True
b. False
ANSWER: False
RATIONALE: The opposite is true. Changing beliefs about a service can be especially difficult because
service attributes are usually intangible.
POINTS: 1
25. The processes consumers use when making purchase decisions are called:
a. consumer behavior.
b. marketing.
c. consumerism.
d. perceptual mapping.
e. database mining.
ANSWER: a
RATIONALE: Consumer behavior describes how consumers make purchase decisions.
POINTS: 1
26. Which step in the consumer decision-making process is a result of an imbalance between actual and desired states?
a. Evaluation of alternatives
b. Want recognition
c. Purchase
d. Need recognition
e. Postpurchase behavior
ANSWER: d
RATIONALE: Need recognition is the result of an imbalance between actual and desired states.
POINTS: 1
27. Sam was driving when someone ran a stop sign and totaled his car. His car cannot be repaired, so he realized he’s
going to have to get another one. What stage of the consumer decision-making process does this represent?
a. Need recognition
b. Purchase
c. Evaluation of alternatives
d. Postpurchase behavior
e. Information search
ANSWER: a
RATIONALE: Sam is at the need recognition stage, which is the result of an imbalance between actual
and desired states.
POINTS: 1
28. Which of the following is any unit of input affecting one or more of the five senses: sight, smell, taste, touch, and
hearing?
a. Tactic
b. Need
c. Stimulus
d. Want
e. Desire
ANSWER: c
RATIONALE: Stimuli can be either internal, such as occurrences you experience, or external, which are
influences from an outside source. Both affect one or more of the five senses.
POINTS: 1
29. Rod saw a television commercial for a Honda S2000 and wants to test-drive one. The commercial is an example of
a(n) stimulus.
a. internal
b. external
c. primary
d. secondary
e. nonpersonal
ANSWER: b
RATIONALE: External stimuli are influences from an outside source such as a television commercial.
POINTS: 1
30. As a result of hearing the adventures of returning soldiers, Monroe decided to enlist in the U.S. Army. These
stories he heard from the soldiers acted as:
a. affective states
b. external stimuli
c. internal stimuli
d. purchase outcomes
e. a dissonance creator
ANSWER: b
RATIONALE: External stimuli are influences from an outside source such as one’s friends.
POINTS: 1
31. Which of the following is the BEST example of an internal stimulus that would create need recognition?
a. A friend comments on how shabby your coat looks
b. A radio station runs an ad for a new video game rental store
c. A headache
d. An invitation to a graduation for which you need a gift
e. A billboard promoting a new national Internet service provider
ANSWER: c
RATIONALE: Aches and pains are generated internally by your body without outside inputs from anything
or anyone.
POINTS: 1
32. Lisa has to have a Diet Coke for breakfast. At a breakfast meeting, she was offered coffee and refused. She only
wanted a Diet Coke. This illustrates that Lisa needs Diet Coke to:
a. satisfy a want
b. satisfy a need
c. satisfy a belief
d. satisfy a physiological drive
e. satisfy a momentary stimulus
ANSWER: a
RATIONALE: A want is often brand specific, whereas a need is something an individual depends on to
function efficiently. A person may need food but wants specific brands.
POINTS: 1
33. The imbalance between actual and desired states is sometimes referred to as the:
a. Want-got gap.
b. self-actualization quandary.
c. either-or principle.
d. got-want gap.
e. cognitive-dissonance paradox.
ANSWER: a
RATIONALE: In other words, there is a difference between what a consumer has and what he or she
would like to have.
POINTS: 1
34. After a need or want is recognized, a consumer may search for information about the various alternatives available
to satisfy it. This occurs during which part of the consumer decision-making process?
b. Information search
c. Cognitive dissonance
d. Consideration stage
e. Product identification
ANSWER: b
RATIONALE: After recognizing a need or want, consumers search for information about the various
alternatives available to satisfy it.
POINTS: 1
35. The steps of the consumer decision-making process in order are:

a. need recognition, alternative aggregation, reevaluation, purchase decision, postpurchase behavior
b. need positioning, stimulus response reactions, evaluation of alternatives, purchase decision, postpurchase
behavior
c. need positioning, alternative aggregation and divestment, purchase decision, postpurchase evaluation
d. information search, need positioning, evaluation of alternatives, product trial, purchase decision, postpurchase
satisfaction
e. need recognition, information search, evaluation of alternatives, purchase, and postpurchase behavior
ANSWER: e
RATIONALE: See Exhibit 1.
POINTS: 1
36. While looking at the DVDs at Target, Tee tried to remember the name of the action movie starring Harrison Ford
as an archeologist so he could buy the DVD. Which step of the consumer decision-making process is this?
a. Antecedent search
b. Need recognition
c. External information search
d. Alternative evaluation
e. Internal information search
ANSWER: e
RATIONALE: After a need or want is recognized, a consumer may be motivated to search for information.
In this case, the information was already stored in his memory.
POINTS: 1
37. Which of the following products would most likely require the purchaser to use only an internal information search?
a. A doctor for a recently detected illness
b. A new washer and dryer
c. A formal dance
d. A favorite restaurant you love to patronize regularly
e. Choosing a movie to see at the theater
ANSWER: d
RATIONALE: Internal information search is used with information stored in one’s memory. A favorite
restaurant would be in a consumer’s memory.
POINTS: 1
38. The way a consumer goes about addressing a need is called a:
a. need
b. tactic
c. stimulus
d. want
e. desire
ANSWER: d
RATIONALE: Marketing managers can create wants on the part of the consumer, which are ways a
consumer goes about satisfying a need.
POINTS: 1
39. An external information search is especially important when:

a. there is a great deal of past experience
b. there are high costs associated with making an incorrect decision
c. the cost of gathering information is high
d. buying frequently purchased, low-cost items
e. there is little risk of making an incorrect decision
ANSWER: b
RATIONALE: If a consumer perceives a purchase to involve high risk (financial, social, etc.), an external
search will lower the risk by providing more information.
POINTS: 1
OTHER: BLOOMS Level IV Analysis
40. Which of the following is an information source that is not associated with advertising or promotion?
a. External
b. Nonmarketing-controlled
c. Marketing-controlled
d. Unbiased
e. Primary
ANSWER: b
RATIONALE: Nonmarketing-controlled information sources do not originate with marketers promoting the
product.
POINTS: 1
KEYWORDS: CB&E Model Strategy
41. Bethany is in the market for a new cell phone. She tweets to her followers on Twitter: “Hey, looking for some info
about good cell phone deals. Any advice?” Bethany is using a(n) information source to help her make her
decision.
a. experiential
b. marketing-controlled
c. internal
d. unbiased
e. nonmarketing-controlled
ANSWER: e
RATIONALE: Nonmarketing-controlled information sources do not originate with marketers promoting the
product.
POINTS: 1
42. A product information source that originates with marketers promoting the product is referred to as a:
a. manipulative information source
b. primary information source
c. secondary information source
d. marketing-controlled information source
e. biased information source
ANSWER: d
RATIONALE: Marketing-controlled information sources, such as advertising and promotion, originate with
marketers promotion the product.
POINTS: 1
43. While Robinson was looking at the CDs at Walmart, he was trying to remember the name of the group that sang
the song he liked on last night’s episode of his favorite television show so he could buy it. Since recording
companies pay to have their CDs promoted on television, the source of information Robinson is trying to recall is:
a. a fortuitously evoked set
b. marketing controlled
c. nonmarketing controlled
d. unitary data
e. a credible consideration set
ANSWER: b
RATIONALE: Marketing-controlled information sources are product information sources that originate with
marketers promoting the product.
POINTS: 1
TOPICS: AACSB Technology
44. All of the following are examples of marketing-controlled information sources EXCEPT:
a. a review of laser printers in Consumer Reports.
b. brochures about kitchen products sold by the Home Depot.
c. a coupon for $1.00 off of laundry detergent.
d. a recipe for oatmeal raisin cookies on a package of oatmeal.
e. an advertisement in a magazine.
ANSWER: a
RATIONALE: A review by Consumer Reports would not be controlled by any marketer.
POINTS: 1
45. David is shopping for tires for his Audi. He looks in the yellow pages of the local phone book and calls Costco,
Sam’s Club, Sears, and a local car repair shop. In his decision-making process, David is using:
a. marketing-controlled information sources
b. demographic information sources
c. nonmarketing-controlled information sources
d. secondary data sources
e. internal search sources
ANSWER: a
RATIONALE: Marketing-controlled information sources are product information sources that originate with
marketers promoting the product.
POINTS: 1
46. All of the following influence the extent to which an individual conducts an external search for information
EXCEPT:
a. perceived risk
b. knowledge
c. prior experience
d. social class
e. level of interest
ANSWER: d
RATIONALE: Social class wouldn’t necessarily affect the amount of information search a consumer would
conduct.
POINTS: 1
47. A group of brands resulting from an information search, from which a buyer can choose is referred to as the
buyer’s:
a. evoked set
b. primary set
c. inert set
d. complete set
e. justifiable set
ANSWER: a
RATIONALE: A buyer’s evoked set is the set of alternatives from which a buyer can choose; also called
consideration set.
POINTS: 1
48. Warren loves to go to the beach on his vacation but hates to have to worry about the possibility of hurricanes. As
Warren looked for where he should go on vacation this summer, he consulted a publication called Smart Money
and learned the islands of Aruba, Bonaire, and Curacao are not in the hurricane belt. Now he will only consider
these island resorts as possible vacation destinations. This group of resort islands is called Warren’s:
a. involvement set
b. evaluative set
c. evolved set
d. evoked set
e. intuitive set
ANSWER: d
RATIONALE: An evoked set is the set of brands a consumer recalls and would consider as possible
purchase choices.
POINTS: 1
49. Tariq is throwing a party tonight and needs to order a couple of pizzas. There are many pizza joints in town, but
Tariq has narrowed down his choices to Tony’s Pizzeria, Domino’s, and Montoni’s. These three restaurants
represent Tariq’s:
a. evaluative criteria
b. dissonance suppressors
c. discretionary discriminators
d. discriminatory set
e. evoked set
ANSWER: e
RATIONALE: The evoked set is a group of brands, resulting from an information search, from which a
buyer can choose.
POINTS: 1
50. Another name for evoked set is:

a. array
b. reminder assortment
c. induced memory
d. consideration set
e. awareness set
ANSWER: d
RATIONALE: The consumer’s information search yields a group of brands called the evoked set (or
consideration set).
POINTS: 1
51. Rose is shopping for a new camera. She has set a maximum of $250 as the highest price she will pay, so she
doesn’t even bother considering cameras that cost more than that. Rose is narrowing the number of available
choices by using a:
a. cost margin
b. product attribute
c. cutoff
d. boundary
e. knockoff
ANSWER: c
RATIONALE: Cutoffs are either minimum or maximum levels of an attribute that an alternative must pass
to be considered.
POINTS: 1
52. Extending a well-known and respected brand name from one product category to another product category is
referred to as:
a. brand stretching
b. brand extension
c. brand bouncing
d. brand transfer
e. brand building
ANSWER: b
RATIONALE: Brand extensions are common a way companies employ categorization to their advantage.
POINTS: 1
53. Arm & Hammer is a well-known and respected brand of baking soda. The company has put its brand name on
several products, such as laundry detergent, toothpaste, kitty litter, and many more. These are examples of:
a. brand transfers
b. brand modifications
c. brand banks
d. brand hierarchies
e. brand extensions
ANSWER: e
RATIONALE: Brand extensions occur when a well-known and respected brand name from one product
category is extended to other product categories.
POINTS: 1
54. Mai Lin is checking out at the grocery store when she notices the candy display right next to the cash register. “I
haven’t had a Mounds bar in years,” she thinks. “That looks good! I think I’ll grab one.” So she hands the candy to
cashier and says, “I’ll take this too.” Mai Lin has just made a(n):
a. partially planned purchase
b. unplanned purchase
c. unwise purchase
d. fully planned purchase
e. frivolous purchase
ANSWER: b
RATIONALE: Unplanned purchases are impulse purchases. She did not go to the store specifically to buy
the candy; she decided to buy it only when she saw it in the display as she was checking out.
POINTS: 1
55. Which of the following items is MOST likely to be a fully planned purchase?
a. a pair of jeans
b. a bottle of soda pop
c. a motorcycle
d. a flashlight
e. weekly grocery shopping
ANSWER: c
RATIONALE: When a person is buying an expensive or complex item, such as a motorcycle, it is often a
fully planned purchase based on a lot of information.
POINTS: 1
56. Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or
opinions is referred to as:
a. cognitive dissonance.
b. psychological discomfort.
c. affect referral.
d. perceptual imbalance.
e. Dissatisfaction.
ANSWER: a
RATIONALE: This is the definition of cognitive dissonance.
POINTS: 1
57. Andrea just purchased a trip to Jamaica as a present to her husband for their tenth wedding anniversary. Andrea is
anxious about the trip, afraid Bill will not like her choice of location and worried she spent too much money. Andrea
is experiencing:
a. selective dissatisfaction
b. temporal distortion
c. perceptual disharmony
d. cognitive dissonance
e. self-actualization involvement
ANSWER: d
RATIONALE: Cognitive dissonance is the term for postpurchase tension and anxiety.
POINTS: 1
58. Feeding her family healthy foods is important to Terri. She makes a point of buying organic products as often as
possible. As she goes through the grocery store she remembers that she needs milk, so she heads over to the dairy
case, intending to purchase the organic variety. She notices that a carton of organic milk is priced at $4.89;
however, the store-brand milk is on sale for 99 cents. She hesitates for a moment, then selects the cheaper store
brand, telling herself that she just can’t pass up such a good bargain. As Terri wonders if she made the right
purchase decision, she is experiencing:
a. attribute remorse
b. cognitive dissonance
c. evaluation distortion
d. consumer cognition
e. perceptual disharmony
ANSWER: b
inconsistency between behavior and values or opinions.
POINTS: 1
59. All of the following are ways consumers can reduce cognitive dissonance EXCEPT:
a. justifying the decision
b. seeking new information
c. sending a letter to the marketer
d. avoiding contradictory information
e. returning the product
ANSWER: c
RATIONALE: Cognitive dissonance is the inner tension that a consumer experiences after recognizing an
inconsistency between behavior and values or opinions.
POINTS: 1
60. How can marketers reduce consumers’ cognitive dissonance?

a. Offer guarantees
b. Offer sales promotions
c. Avoid contradictory information
d. Change the product
e. Ignore it
ANSWER: a
inconsistency between behavior and values or opinions, and marketers can reduce it by
sending a postpurchase thank you or letter, displaying product superiority in ads, or offering
guarantees.
POINTS: 1
61. is the amount of time and effort a buyer invests in the search, evaluation, and decision processes of
consumer behavior.
a. Economic value
b. Involvement
c. Opportunity cost
d. Temporal cost
e. Perceived level of personal risk
ANSWER: b
RATIONALE: This is the definition of involvement.
POINTS: 1
62. The types of products people purchase using routine response behavior are typically:
a. frequently purchased, low-cost items
b. frequently purchased, high-cost items
c. infrequently purchased, low-cost items
d. infrequently purchased, high-cost items
e. all types of items, regardless of price or frequency of purchase
ANSWER: a
RATIONALE: Routine response behavior is the type of decision making exhibited by consumers buying
frequently purchased, low-cost goods and services.
POINTS: 1
63. is characterized by low involvement, a short time frame, an internal-only information search, and low costs.
a. Limited decision making
b. Routine response behavior
c. Emotional buying
d. Intensive decision making
e. Temporally-limited behavior
ANSWER: b
POINTS: 1
64. Each week, Jess comes to the supermarket with a list of essential items: milk, bread, peanut butter, and chocolate.
This is an example of:
a. buyer’s harmony
b. situational convenience
c. routine response behavior
d. limited decision making
e. consistent decision making
ANSWER: c
RATIONALE: The buying of frequently purchased, low-cost goods is typically routine response behavior.
POINTS: 1
65. Which of the following activities is most likely to be an example of routine response behavior?
a. The purchase of a three-week vacation cruise
b. A homeowner’s purchase of a new grill for $600
c. The first-time purchase of a copy machine for a home office
d. The purchase of toilet paper
e. The purchase of an infant car seat
ANSWER: d
RATIONALE: Only the toilet paper is an example of routine response behavior, as it is a frequently
purchased, low-cost good and requires little search and decision time.
POINTS: 1
66. The type of decision making that requires a moderate amount of time for gathering information and deliberating
about an unfamiliar brand in a familiar product category is referred to as:
a. routine response behavior
b. limited decision making
c. extensive decision making
d. uninvolved decision making
e. affective decision making
ANSWER: b
RATIONALE: This is the definition of limited decision making.
POINTS: 1
67. Mario usually purchases Old Spice deodorant. Unfortunately, the drug store is sold out of Old Spice today, so Mario
will have to choose a brand that’s in stock. In making his decision, Mario will engage in consumer decision
making.
a. limited
b. extended
c. habitual
d. classical
e. routine
ANSWER: a
RATIONALE: Mario is familiar with deodorant and what it does but he is unfamiliar with the specific brands
he has to choose from.
POINTS: 1
68. The electricity for lighting outdoor billboards is powered by transformers. The operator of a company that installs
and manages billboards has purchased many such transformers. Today, he plans to buy a replacement for one that
was destroyed by a recent hurricane. Before making this purchase, he will look at cost and also see if he can find
one that is more weatherproof. He wants to make sure he buys the best transformer for the job and that he does
not pay more money than he should. In other words, he will engage in decision making.
a. limited
b. extended
c. habitual
d. classical
e. routine
ANSWER: a
RATIONALE: The billboard operator is familiar with the product, but he is not immediately knowledgeable
about the products currently on the market.
POINTS: 1
69. Nellie’s boss sells merchandise through Internet auctions. He needs to mail a $1,500 hexagonal antique picture
frame. He has instructed Nellie to buy packaging that will make sure the oddly shaped frame arrives at its new
owner’s home undamaged, but he has not told her how or where she will find such packaging. Given that she
frequently has to purchase packaging supplies, what kind of purchase decision process would she most likely
employ?
a. High-involvement response behavior
b. Low-involvement decision making
c. Extensive decision making
d. Limited decision making
e. Routine response behavior
ANSWER: d
RATIONALE: She will most likely use limited decision making because she is familiar with packaging
products but is unfamiliar with one that meets the exact size and protective criteria.
POINTS: 1
70. When a consumer is purchasing an unfamiliar, expensive product or an infrequently bought item, he or she is
practicing:
a. extensive decision making
b. cognitive harmonizing
c. limited problem solving
d. strategic behavior
e. stimulus discrimination
ANSWER: a
RATIONALE: This is the definition of extensive decision making.
POINTS: 1
71. Alanna is looking into purchasing a scooter as gas prices continue to rise. She needs a reasonably priced,
comfortable, and safe scooter with room to store her books. She is not familiar with scooters, and this is a major
purchase for her. The purchase will probably involve:
a. low-involvement problem solving
b. low-involvement decision making
c. extensive decision making
d. limited decision making
e. dedicated cognitive behavior
ANSWER: c
RATIONALE: Customers practice extensive decision making when purchasing an unfamiliar and
expensive or infrequently used product.
POINTS: 1
72. Kim places huge importance on what she wears to sing in front of her church and therefore takes her time to shop
for the right clothes and shoes. This is due to the:
a. opportunity costs
b. fear of cognitive dissonance
c. situational factors
d. social visibility of the products
e. cost of the products
ANSWER: d
RATIONALE: The level of involvement increases as social visibility of a product increases.
POINTS: 1
73. This type of risk occurs if consumers feel that making the wrong decision might cause some concern or anxiety.
a. Financial risk
b. Psychological risk
c. Physiological risk
d. Social risk
e. Situational risk
ANSWER: b
RATIONALE: Some consumers, for example, might feel guilty about purchasing regular ice cream rather
than fat-free frozen yogurt.
POINTS: 1
74. A marketing manager would expect his or her product to be a high-involvement product for most consumers if it:
a. is a product adaptation of a market leader
b. is a necessity
c. has not been purchased before
d. has low social visibility
e. requires substantial financial investment
ANSWER: e
RATIONALE: As financial risk increases, consumers’ involvement in the decision increases.
POINTS: 1
75. All of the following factors directly influence consumers’ level of involvement in the purchase process EXCEPT:
a. consumer’s age
b. previous experience with the product
c. financial risk associated with the product
d. social visibility of the purchased item
e. perceived risk of negative consequences as a result of the purchase
ANSWER: a
RATIONALE: Age is a demographic variable that doesn’t necessarily influence a consumer’s level of
involvement.
POINTS: 1
76. Your best friend has sought your advice on what type of clothing she should buy for a job interview. If she gets the
job, she will be the assistant to the producer of her favorite television program. She really wants this job and
considers it a once in a lifetime opportunity. By asking your help with her wardrobe, your friend is most likely trying
to:
a. eliminate cognitive dissonance
b. eliminate the low involvement in the decision
c. reduce perceived risk of negative consequences
d. increase the chances of selective exposure
e. increase the motivation involved in the decision
ANSWER: c
RATIONALE: What is being sought is a reduction in the anxieties felt, because the best friend cannot
anticipate the outcomes but believes there may be negative consequences.
POINTS: 1
77. When Avril went to purchase a birthday card for her new boyfriend, she went to three stores and spent four hours
reading over 500 cards before selecting the perfect one. This card (which cost $3.25) is properly designated as a
high-involvement product because of:
a. product involvement
b. situational involvement
c. shopping involvement
d. enduring involvement
e. motivational involvement
ANSWER: b
RATIONALE: The circumstances of the purchase (birthday card for a new boyfriend) turned a typically low
involvement purchase into a high-involvement purchase.
POINTS: 1
78. Marketing managers often use in-store promotions to stimulate sales of:
a. technical products
b. high-involvement products
c. high-priced products
d. industrial products
e. low-involvement products
ANSWER: e
RATIONALE: Because a low-involvement product has low potential risk for the consumer, it is easier to
influence the consumer at the point of purchase. Marketing managers can use attention-
getting devices to induce trial purchases.
POINTS: 1
79. All of the following are examples of individual factors that affect the decision-making process for consumers
EXCEPT:
a. gender
b. age
c. reference groups
d. lifestyles
e. personality
ANSWER: c
RATIONALE: See Exhibit 3. Reference groups are a social influence.
POINTS: 1
80. is the set of values, norms, attitudes, and other meaningful symbols that shape human behavior and is
transmitted from one generation to the next.
a. Socialization
b. Customerization
c. Consumerism
d. Lifestyle
e. Culture
ANSWER: e
RATIONALE: This is the definition of culture.
POINTS: 1
TOPICS: AACSB Diversity
81. All of the following are characteristics of culture EXCEPT:

a. culture is pervasive
b. culture is learned
c. culture is functional
d. culture is an inherent trait
e. culture is dynamic
ANSWER: d
RATIONALE: People are not born with culture––it is learned.
POINTS: 1
82. The fact that mothers in Japan feed their babies freeze-dried sardines and rice and most mothers in the United
States would not eat a freeze-dried sardine, much less feed it to their babies, indicates how influences the
consumer decision-making process.
a. culture
b. perception
c. motivation
d. family life-cycle stage
e. reference group membership
ANSWER: a
RATIONALE: Human interaction from one generation to the next shapes the habits of a society. This
shaping of habits is a function of culture.
POINTS: 1
83. What people eat, how they dress, what they think and feel, and what language they speak are all dimensions of:
a. culture
b. selective retention
c. routine response behavior
d. social class
e. selective distortion
ANSWER: a
RATIONALE: These are all elements of culture.
POINTS: 1
84. An enduring belief that a specific mode of conduct is personally or socially preferable to an alternative mode of
conduct is called a(n):
a. lifestyle
b. self-concept
c. attitude
d. value
e. perception
ANSWER: d
RATIONALE: This is the definition of a value.
POINTS: 1
85. The most defining element of a culture is its:

a. customs
b. myths
c. language
d. laws
e. values
ANSWER: e
RATIONALE: The most defining element of a culture is its values.
POINTS: 1
86. Which of the following statements about culture as an influence on consumer buying behavior is true?
a. A firm that has no understanding of the culture it is selling to has just as great a probability of selling its
product as a firm that understands the culture.
b. Some fear the proliferation of the Internet will increase cultural heterogeneity.
c. Language is an important aspect of culture.
d. Core values remain the same for all cultures.
e. Ethics have little to do with culture or consumer behavior.
ANSWER: c
RATIONALE: Without understanding a culture, a firm has little chance of selling its products in it.
Some fear widespread use of the Internet will increase cultural homogeneity. Core
values differ among cultures, and ethics have much to do with culture and consumer
behavior.
POINTS: 1
OTHER: BLOOMS Level VI Evaluation
87. Homogeneous groups of people who share elements of the overall culture as well as unique elements of their own
group are called:
a. autonomous personal units
b. probability samples
c. subcultures
d. normative groups
e. dissociative groups
ANSWER: c
RATIONALE: This is the definition of subculture.
POINTS: 1
88. Which of the following is LEAST likely to be described as a subculture?
a. Bank managers
b. Hispanics
c. College students
d. Southeasterners
e. Quakers
ANSWER: a
RATIONALE: Bank managers are a professional group and do not share demographic characteristics or
attitudes and values.
POINTS: 1
89. A(n) is a group of people in a society who are considered nearly equal in status or community esteem, who
regularly socialize among themselves both formally and informally, and who share behavioral norms.
a. extended family
b. subculture
c. dissociative group
d. social class
e. procreational family
ANSWER: d
RATIONALE: This is the definition of social class.
POINTS: 1
90. As a marketing tool in the United States, social class:

a. is useful for lifestyle distinctions between groups.
b. is just a simple measure of income level.
c. offers few insights concerning consumer behavior.
d. is not used because the United States is a classless society.
e. has demonstrated that all classes of consumers shop in the same stores.
ANSWER: a
RATIONALE: Lifestyles do differ between the existing classes in the United States, offering useful insights
for marketers.
POINTS: 1
91. Which of the following best characterizes the underclass?
a. Highly educated underachievers whose incomes are below most comparably educated workers; often
referred to as “slackers.”
b. People who are not regularly employed and who depend primarily on the welfare system for sustenance;
they have little schooling and live below the poverty line.
c. Individuals who derive most of their income from the “underground economy” and who tend to “fly under the
radar” of the Internal Revenue Service.
d. Middle-level blue-collar workers largely working in skilled or semi-skilled service jobs; their income is below
the national average.
e. Low-paid service workers and operatives; they have some high school education a below-mainstream living
standard.
ANSWER: b
POINTS: 1
92. Social influences on consumer buying decisions include:

a. society, culture, and family
b. reference groups, society, opinion leaders, and family
c. personality, lifestyle, and reference groups
d. reference groups, opinion leaders, and family
e. lifestyle, reference groups, and family
ANSWER: d
RATIONALE: Lifestyle and personality are individual influences. Culture and society are cultural factors.
POINTS: 1
93. A group in society, such as family, friends, or a professional organization, that influences an individual’s purchasing
behavior is called a(n):
a. reference group
b. conformist group
c. opinion group
d. social group
e. influential group
ANSWER: a
RATIONALE: This is the definition of reference group.
POINTS: 1
94. Reference groups can be categorized very broadly as either:

a. primary or secondary
b. persuasive or nonpersuasive
c. direct or indirect
d. positive or negative
e. personal or nonpersonal
ANSWER: c
RATIONALE: The two categorizations of reference group are direct and indirect.
POINTS: 1
95. Which of the following statements about reference groups is true?

a. Reference groups stimulate, but do not constrain, consumption behavior.
b. Reference groups have strong influence on all brands and product purchases.
c. A person can only belong to one reference group.
d. Reference groups serve as information sources and influence perceptions.
e. Understanding reference groups has not been helpful to marketers.
ANSWER: d
RATIONALE: Reference groups directly influence consumer behavior and provide signals (information) for
appropriate behavior, which is very useful for marketers to understand.
POINTS: 1
96. A direct reference group is composed of:
a. face-to-face membership groups that touch people’s lives directly
b. only friends, neighbors, and relatives
c. role models on television and in the movies
d. people the individual does not want to be associated with
e. people an individual aspires to be like
ANSWER: a
RATIONALE: Direct reference groups are face-to-face membership groups that touch people’s lives
directly, such as family, friends, coworkers, clubs, professional groups, and religious
groups.
POINTS: 1
97. A value or attitude deemed acceptable by a group is called a(n):

a. expectation
b. reference
c. aspiration
d. opinion
e. norm
ANSWER: e
RATIONALE: Norms are considered acceptable behavior by a given reference group.
POINTS: 1
98. Dustin is a member of a fraternity that sees no problem with underage drinking. In fact, it is encouraged and
expected the members will party and drink alcohol regardless of their age. For this group, drinking is considered
a(n):
a. norm
b. requirement
c. expectation
d. affect
e. primer
ANSWER: a
RATIONALE: Norms are values or attitudes deemed acceptable by a group.
POINTS: 1
99. All of the following are types of reference groups EXCEPT:

a. primary
b. secondary
c. personal
d. aspirational
e. nonaspirational
ANSWER: c
RATIONALE: Primary and secondary reference groups are types of direct reference groups, and
aspirational and nonaspirational reference groups are types of indirect reference groups.
POINTS: 1
100. Which category of reference groups represents groups in which a consumer does not have membership?
a. Direct
b. Indirect
c. Primary
d. Secondary
e. Incomplete
ANSWER: b
RATIONALE: Indirect reference groups are groups consumers do not belong to, but they might aspire to
belong to one (aspirational group) or not want to be associated with one (nonaspirational
group).
POINTS: 1
101. David and Steven are best friends. Steven loves to compete in triathlons. David would love to compete with Steven
but is a weak swimmer. David decides to take swim lessons to improve his breathing and stroke rhythms.
Triathletes are a(n) reference group for David.
a. secondary
b. primary
c. aspirational
d. nonaspirational
e. direct
ANSWER: c
RATIONALE: Aspirational groups are those groups that someone wishes to join.
POINTS: 1
102. Jackie and Kevin like to eat at high-end restaurants where they can sit and enjoy their meal without rushing. An ad
showing food created “fast from a can” would be appealing to Jackie and Kevin’s reference group.
a. nonaspirational
b. direct reference
c. membership
d. integrated
e. aspirational
ANSWER: a
RATIONALE: A nonaspirational group is a group the consumer attempts to maintain distance from and
does not want to imitate in purchase behavior.
POINTS: 1
103. You are the brand manager for a new line of allergy-relief drugs. Which of the following methods might you
employ to use opinion leadership/reference groups to help stimulate demand for your products?
a. Create ads that show the typical consumer performing a healthy lifestyle activity.
b. Develop a promotional campaign that tells customers they “deserve to use” these products.
c. Drop the price of your new products to the point where customers will realize they are getting a bargain.
d. Develop a promotional campaign that emphasizes safety and security needs being fulfilled by these
healthcare products.
e. Use a series of ads showing different healthcare associations and societies endorsing the use of these
healthcare products.
ANSWER: e
RATIONALE: The endorsements use the sanctioning or referral power of sources possessing high
credibility.
POINTS: 1
104. Opinion leaders are:
a. wealthy, well-educated individuals.
b. experts on all high-involvement consumer goods.
c. usually the same individuals for all social classes.
d. people who influence others.
e. easy to locate and target.
ANSWER: d
RATIONALE: Opinion leaders are individuals who influence the opinions of others.
POINTS: 1
105. UGG has a portion of its Web site featuring photographs of celebrities wearing UGG shoes. The celebrities serve
as:
a. opinion leaders.
b. laggards.
c. early instigators.
d. Gatekeepers.
e. aspirational adopters.
ANSWER: a
RATIONALE: Opinion leaders are individuals who influence the opinions of others.
POINTS: 1
106. Cultural values and norms are passed down to children through the process of:
a. accumulation
b. encroachment
c. assimilation
d. socialization
e. manifestation
ANSWER: d
RATIONALE: Children are socialized to learn the culture within which they are raised.
POINTS: 1
107. Because her mother only went to the supermarket once a month, this is how Monique prefers to do her grocery
shopping. One of the reasons Monique is such an efficient shopper is that, like her mother, Monique believes,
“Waste not, want not.” The passing down of norms and values to Monique is an example of:
a. consumerism.
b. the socialization process.
c. acculturation.
d. the roles opinion leaders play in business decision making.
e. the role of society in consumer decision making.
ANSWER: b
RATIONALE: The socialization process is the passing down of cultural values and norms to children.
POINTS: 1
108. Lauren announced to her family last night that she wanted a pair of Heelys. Her sister Stephanie said she thought it
was a stupid idea. Their mother, Susan, said Lauren deserved a special treat for winning the science fair. Because
her father Tom said nothing, Lauren knew she was not getting the Heelys. In terms of the roles played by family
members in the consumer decision-making process:
a. Lauren was the initiator, and Tom had no role at all.
b. Stephanie was the initiator, and Susan was the decision maker.
c. Lauren was an influencer, and Susan was the decision maker.
d. Lauren was the initiator, and Tom was the decision maker.
e. Lauren was the initiator, and Stephanie had no role at all.
ANSWER: d
RATIONALE: Lauren suggested the purchase and was the initiator. Susan and Stephanie both tried to
influence the purchase. Tom was the decision maker.
POINTS: 1
109. All of the following are individual factors influencing consumer buying decisions EXCEPT:
a. gender
b. age
c. family
d. personality
e. life cycle stage
ANSWER: c
RATIONALE: A person’s buying decisions are influenced by personal characteristics that are unique to
each individual, such as gender; age and life cycle stage; and personality, self-concept, and
lifestyle. Family is a social factor influencing consumer buying decisions.
POINTS: 1
110. is an orderly series of stages in which consumers’ attitudes and behavioral tendencies change through
maturity, experience, and changing income and status.
a. Socialization
b. The wheel of consumerism
c. The family life cycle
d. Lifestyle consumption
e. Acculturation
ANSWER: c
RATIONALE: Families go through an orderly series of stages, and consumption attitudes and behaviors
are influenced by one’s stage in the series.
POINTS: 1
111. An individual’s is a composite of psychological makeup and environmental forces. It includes people’s
underlying dispositions, especially their most dominant characteristics.
a. acculturation
b. socialization
c. personality
d. autonomy
e. attitude
ANSWER: c
RATIONALE: This describes personality, which is a way of organizing and grouping the consistencies of
an individual’s reactions to situations.
POINTS: 1
112. is how consumers perceive themselves in terms of attitudes, perceptions, beliefs, and self-evaluations.
a. Socialization
b. Personality
c. Socialization
d. Normalization
e. Self-concept
ANSWER: e
RATIONALE: This is the definition of self-concept.
POINTS: 1
113. Which of the following represents the way an individual actually perceives himself or herself?
a. Personal image
b. Ideal self-image
c. Real self-image
d. Lifestyle image
e. Defined self-image
ANSWER: c
RATIONALE: Self-image can be real, which is how a consumer actually perceives himself or herself, or
ideal, which is the way an individual would like to be.
POINTS: 1
114. Chaz wants to be a pirate like Captain Jack Sparrow in Disney’s Pirates of the Caribbean movies. He wears a
bandanna and carries a toy cutlass. Though Jack Sparrow is fictional, Chaz’s role play reveals his .
a. superego
b. compliant orientation
c. ideal self-image
d. real self-image
e. socialization process
ANSWER: c
RATIONALE: Ideal self-image represents the way an individual would like to be.
POINTS: 1
115. The process by which people select, organize, and interpret stimuli into a meaningful and coherent picture is called:
a. identification
b. retention
c. comprehension
d. perception
e. cognitive adaptation
ANSWER: d
RATIONALE: This is the definition of perception.
POINTS: 1
116. Imagine life without that little spinning wheel icon to remind you that your computer is still searching for a Web site
or copying documents. Without this wheel, consumers might think the computer had stopped working. This process
in which consumers interpret this stimulus into a meaningful and coherent picture is called:
a. exposure
b. perception
c. retention
d. cognition
e. selection
ANSWER: b
RATIONALE: Perception is the process of selecting, organizing, and interpreting the stimuli that are
bombarding consumers daily.
POINTS: 1
117. On any given day, a person may be subjected to over 2,500 advertising messages but may only be aware of 11 to
20 of them. This is called:
a. selective distortion
b. selective learning
c. sporadic reinforcement
d. intermittent selectivity
e. selective exposure
ANSWER: e
RATIONALE: Consumers use selective exposure to decide which stimuli to select (attend to) and which to
ignore.
POINTS: 1
118. When consumers change or distort information that conflicts with their feelings or beliefs, it is called:
b. selective dissonance
c. intermittent reinforcement
d. selective retention
ANSWER: a
RATIONALE: This is the definition of selective distortion.
POINTS: 1
119. Families of police officers often alter information they hear about officers who die in the line of duty. This
allows them to live and function without constant anxiety while their loved one is engaged in a potentially dangerous
job.
a. selective retention
b. selective distortion
c. selective exposure
d. faulty selectivity
e. adaptive stimulus
ANSWER: b
RATIONALE: Selective distortion involves changing or distorting the communication message to make the
message seemingly agree with preconceived opinion.
POINTS: 1
120. A few years ago, Toro introduced a small, lightweight snow blower called the Snow Pup. Even though the product
worked great, sales failed to meet expectations because consumers perceived the name to mean that the Snow Pup
was a toy or too light to do any serious snow removal. This is how can influence the consumer decision-
making process.
b. incorrect problem recognition
c. lifestyle dissonance
d. Americanization
ANSWER: a
RATIONALE: Selective distortion is a process whereby a consumer changes or distorts information that
conflicts with his or her feelings or beliefs.
POINTS: 1
121. occurs when consumers remember only information that supports their personal feelings or beliefs.
a. Intermittent reinforcement
b. Selective exposure
c. Selective retention
d. Faulty selectivity
e. Selective distortion
ANSWER: c
RATIONALE: This is the definition of selective retention.
POINTS: 1
122. Cassandra, an accounting major, read an article stating that accounting graduates are receiving the highest starting
salary offers for business majors. The article also stated that marketing majors start with lower salaries but surpass
all other majors’ salaries within ten years. A week later, Cassandra doesn’t remember reading this last part of the
article, just the first part. This is an example of:
b. selective exposure
c. intermittent reinforcement
d. selective socialization
e. selective retention
ANSWER: e
RATIONALE: Selective retention is the process whereby a consumer remembers only information that
supports personal feelings or beliefs.
POINTS: 1
123. Which of the following is the minimum difference in a stimulus that the consumer will notice?
a. Minimum level of perception
b. Absolute level of perception
c. Differential threshold of perception
d. Threshold level of perception
e. Unique threshold of perception
ANSWER: d
RATIONALE: The threshold level of perception, which is the minimum difference in a stimulus that the
consumer will notice, is sometimes referred to as the “justnoticeable difference.”
POINTS: 1
124. A driving force that causes a person to take action to satisfy specific needs is called a(n):
a. instigator
b. motive
c. enforcer
d. stimulus
e. belief
ANSWER: b
RATIONALE: Motives drive a person to take action to satisfy a need.
POINTS: 1
125. Ranked from the lowest to the highest level, Maslow’s hierarchy of needs model includes:
a. safety, esteem, social, physiological, and self-actualization needs
b. physiological, social, esteem, economic, and self-actualization needs
c. psychological, safety, economic, esteem, and social needs
d. physiological, safety, social, esteem, and self-actualization needs
e. safety, economic, social, esteem, and self-development needs
ANSWER: d
POINTS: 1
126. According to Maslow’s hierarchy of needs model, the first needs most people would try to satisfy are their
needs.
a. safety
b. physiological
c. economic
d. esteem
e. derived
ANSWER: b
RATIONALE: The needs in order of lowest to highest are: physiological, safety, social, esteem, and self-
actualization.
POINTS: 1
127. Dennis Haysbert stars in Allstate ads reminding consumers that they could be in a car crash or another event
requiring insurance. Hence the slogan “You’re in Good Hands with Allstate.” These ads focus on which of
Maslow’s needs?
a. Esteem needs
b. Economic needs
c. Safety needs
d. Physiological needs
e. Social needs
ANSWER: c
RATIONALE: Maslow’s hierarchy of needs include physiological needs, safety needs, social needs,
esteem needs, and self-actualization needs. The insurance company’s selling point of
safety is focusing on consumers’ safety needs.
POINTS: 1
128. Jan’s twin sister Joan is a fantastic cook who makes wonderful homemade meals for her family. Jan cannot cook
and wishes she could do the same. An ad for Stove Top stuffing promises “one box, three meal ideas, 30 minutes.”
Jan makes a point of adding this item to her grocery list. According to Maslow’s hierarchy of needs, this ad appeals
to Jan’s _____ needs.
a. physiological
b. interactive
c. esteem
d. safety
e. self-actualization
ANSWER: c
RATIONALE: Self-esteem needs include self-respect and a sense of accomplishment.
POINTS: 1
129. Ralph played mediocre golf for over 20 years. Then he retired and vowed to improve his golf game by buying one
of the sets of new golf clubs that promise increased distance and have a $700 price tag. According to Maslow’s
hierarchy of needs, Ralph is most likely trying to satisfy his needs.
a. social
b. safety
c. self-actualization
d. physiological
e. psychological
ANSWER: c
RATIONALE: Ralph is engaged in a self-improvement process.
POINTS: 1
130. The slogan used by the manufacturer of Jaguar automobiles, “Don’t dream it. Drive it.” was intended to appeal to
consumers’:
a. physiological needs
b. social needs
c. safety needs
d. esteem needs
e. self-actualization needs
ANSWER: e
RATIONALE: The slogan indicates that the ownership of the car will allow the user to realize his or her full
potential.
POINTS: 1
131. If an advertiser wanted to create ads for a restaurant that stimulate the self-actualization motivation, it would create
ads that:
a. emphasize hunger.
b. emphasize that only those people who want to tell others they have risen to the top of their profession use the
restaurant.
c. inform consumers about the cleanliness of the food preparation areas and procedures.
d. show people enjoying others’ company while eating in the restaurant.
e. indicate eating in the restaurant is what “you have earned and deserve.”
ANSWER: e
RATIONALE: Self-actualization needs stress self-fulfillment and self-expression, or reaching the point in
life at which “people are what they feel they should be.”
POINTS: 1
132. The process that creates changes in behavior is called:

a. selective adaptation.
b. learning.
c. involvement manipulation.
d. attitude adjustment.
e. behavior normalization.
ANSWER: b
RATIONALE: Learning is a process that creates changes in behavior, immediate or expected, through
experience and practice.
POINTS: 1
133. Manufacturers of consumer goods often give away trial sizes of new products to encourage:
a. experiential learning.
b. selective perception.
c. continuous reinforcement.
d. conceptual learning.
e. problem recognition.
ANSWER: a
RATIONALE: Trial behavior reinforces experiential learning, often leading to repeat behavior.
POINTS: 1
134. is a form of learning that occurs when one response is extended to a second stimulus similar to the first.
a. Belief generalization
b. Belief discrimination
c. Stimulus generalization
d. Stimulus discrimination
e. Attitude formation
ANSWER: c
RATIONALE: This is the definition of stimulus generalization.
POINTS: 1
135. Kent Longino is the marketing VP for Andersen, one of the largest manufacturers of windows in the world. He is
directing the introduction of a glass-encased sunroom that can be assembled in a weekend. He wants to capitalize
on Andersen’s existing reputation. Which learning method should he attempt to stimulate when introducing the new
product?
a. Conceptual learning
b. Experiential learning
c. Repetition learning
d. Stimulus generalization
e. Stimulus discrimination
ANSWER: d
RATIONALE: Stimulus generalization is a form of learning that occurs when one response is extended to
a second stimulus similar to the first.
POINTS: 1
136. Celestial Seasonings is a well-recognized brand of tea. It has differentiated itself from traditional teas by producing
herbal teas and others using the more exotic white tea leaves. It has recently introduced Celestial Seasonings Tea
Dreams ice cream, a product it hopes will be successful due to consumers’ awareness of the brand. Celestial
Seasonings is relying on to make its new product a success.
a. conceptual learning
b. experiential learning
c. repetition learning
d. stimulus generalization
e. stimulus discrimination
ANSWER: d
RATIONALE: Stimulus generalization is a form of learning that occurs when one response is extended to
a second stimulus similar to the first.
POINTS: 1
137. Omega is a prestigious brand of watch that is sold as a luxury product. It has a reputation based on quality and
attention to detail. When the company introduces new timepieces, it can count on a well-established market already
existing for the new product due to:
a. perceptual generalization
b. stimulus discrimination
c. perceptual discrimination
d. selective distortion
e. stimulus generalization
ANSWER: e
RATIONALE: This is an example of stimulus generalization, which is a form of learning that occurs when
one response is extended to a second stimulus similar to the first. Omega consumers
assume that any product made by Omega is worth purchasing.
POINTS: 1
138. At the beginning of every trailer for Disney’s Pixar film Monsters University, the announcer said, “From the minds
that brought you Toy Story, A Bug’s Life, and Monsters Inc., we are proud to present Monsters University.”
Here, Pixar was using:
a. stimulus discrimination
c. stimulus generalization
d. social learning
e. product reinforcement
ANSWER: c
RATIONALE: Stimulus generalization occurs when one response (positive attitude for a product) is
extended to a similar stimulus (new product, same brand).
POINTS: 1
139. is the learned ability to differentiate between similar objects such as packages of different brands of aspirin.
a. Incentive discrimination
b. Stimulus generalization
c. Selective perception
d. Selective generalization
e. Stimulus discrimination
ANSWER: e
RATIONALE: This is describing stimulus discrimination, which is a learned ability to differentiate among
similar products.
POINTS: 1
140. Rayshawn’s favorite soft drink is Coca-Cola. If he orders a Coke at a restaurant and is told that the restaurant
serves only Pepsi products, he will often just order water rather than order a Pepsi. He insists that he can tell the
difference between the two brands. Which learning concept is Rayshawn demonstrating?
a. Selective retention
b. Stimulus discrimination
c. Perceptual generalization
d. Selective generalization
e. Stimulus generalization
ANSWER: b
RATIONALE: Stimulus discrimination occurs when consumers learn to differentiate among similar
products.
POINTS: 1
141. Which of the following is an organized pattern of knowledge that an individual holds as true about his or her world?
a. Belief
b. Value
c. Affect
d. Attitude
e. Descriptor
ANSWER: a
RATIONALE: This is the definition of a belief.
POINTS: 1
142. Christian understands that a Black Diamond brand tent is suitable for several weather conditions, such as rain,
snow, and sweltering heat. This is a description of his about the Black Diamond tent.
a. beliefs
b. attitudes
c. standards
d. motives
e. valuations
ANSWER: a
RATIONALE: A belief is an organized pattern of knowledge that an individual holds as true about his or her
world.
POINTS: 1
143. are learned tendencies to respond consistently toward a given object.

a. Motivational cues
b. Cultures
c. Lifestyles
d. Perceptions
e. Attitudes
ANSWER: e
RATIONALE: This is the definition of attitudes.
POINTS: 1
144. An attitude toward a product is:
a. easy to change.
b. a person’s point of view about the product.
c. the same as a belief.
d. the same as “intention to buy”.
e. of short duration.
ANSWER: b
RATIONALE: “Point of view” is a simpler way to state “learned tendency to respond consistently.” Both
denote an opinion.
POINTS: 1
145. A few years ago, tea was a product with relatively little growth and was considered to be a product for the old and
the middle-aged. Then tea manufacturers started promoting the health benefits of tea. Since the introduction of the
research on how tea provides the body with useful antioxidants, tea consumption has increased by more than 25
percent, and it appears its market share will continue to grow, especially among young women in their twenties.
This is an illustration of how promotion can:
a. change the importance of beliefs about product attributes.
b. change beliefs about product attributes.
c. add new beliefs about product attributes.
d. reinforce current beliefs about product attributes.
e. discover consumer needs about product attributes.
ANSWER: c
RATIONALE: The companies are attempting to changed consumers’ attitudes by creating new beliefs
about an attribute not considered previously.
POINTS: 1
KEYWORDS: CB&E Model Customer | CB&E Model Strategy
New Car Purchase
Zena has been promoted to VP of the management consulting firm where she works.. Her new status has led her
to consider the need for a new car. Her trusty little Volkswagen Beetle has over 100,000 miles on it and no longer
seems appropriate. Susanne, another VP, suggests that Zena consider a car produced in the United States because
the firm has a policy of supporting U.S. businesses. Zena began her quest for a new car by visiting several car
dealers and obtaining pamphlets on the models she is considering. She also studied Consumer Reports magazine,
Car and Driver ratings, and other consumer rating publications to see what the experts think. After evaluating all
options, Zena has decided to purchase a new Chrysler. She believes that the car is a good fit with her new image
and position in her company. Since her purchase, she has seen more advertisements touting the car’s features than
she ever noticed before. She also has noticed many models of her car on the road. Zena thinks the fact that so
many others are driving the same model car as hers is proof that she made a good decision.
146. Refer to New Car Purchase. Zena’s visits to the dealers and looking at ratings in magazines best represent which
step of the consumer decision-making process?
a. Need recognition
d. Stimulus
ANSWER: b
RATIONALE: These activities best represent an information search. Zena needed to collect the
information before she could begin evaluating alternatives.
POINTS: 1
147. Refer to New Car Purchase. In noticing similar cars on the road and advertising supporting her decision, Zena is
reinforcing her decision and reducing the doubts she sometimes feels regarding this purchase. The feelings of inner
tension are called:
a. selective retention.
b. perceptual distortion.
c. postpurchase action.
d. cognitive dissonance.
e. response attitudes.
ANSWER: d
POINTS: 1
148. Refer to New Car Purchase. Which type of consumer buying decision does Zena’s purchase represent?
a. Routine response
b. Limited decision making
d. Impulse buying
e. Motivational response
ANSWER: c
RATIONALE: Consumers practice extensive decision making when purchasing an unfamiliar, expensive
product or an infrequently bought item.
POINTS: 1
149. Refer to New Car Purchase. Zena spent a considerable amount of time and effort on her new car purchase. This
suggests that the car is a(n) product for Zena.
a. impulse
b. low-involvement
c. routine response
d. nondurable
e. high-involvement
ANSWER: e
RATIONALE: Involvement is the amount of time and effort a buyer invests in the search, evaluation, and
decision processes of consumer behavior. A consumer who deliberately searches for
information about products and brands in order to evaluate them thoroughly is most likely
engaging in high-involvement decision making.
POINTS: 1
150. Refer to New Car Purchase. Susanne has influenced Zena’s choice of a new automobile. In this instance, Susanne
is acting as a(n):
a. dissociative reference
b. purchase catalyst
c. gatekeeper
d. social reference
e. opinion leader
ANSWER: e
RATIONALE: An opinion leader is an individual who influences the opinions of others.
POINTS: 1
151. Refer to New Car Purchase. If you evaluate Zena’s choice of a Chrysler based on Maslow’s hierarchy of needs,
the car was bought to meet needs.
a. self-actualization
b. security
c. esteem
d. safety
e. physiological
ANSWER: c
RATIONALE: Esteem needs include prestige, fame, and recognition of one’s accomplishments, and in
Zena’s case, her promotion to VP.
POINTS: 1
Breyer’s Ice Cream
One hot August afternoon, as Nelson is driving home from work, he sees a billboard for Breyer’s Ice Cream. He
remembers that he is out of ice cream at home, and thinks it would be really great to have a nice, cold bowl of ice
cream on such a hot day. So he stops into the convenience store near his home, heads straight for the dairy case,
and picks up a half-gallon of strawberry ice cream.
152. Refer to Breyer’s Ice Cream. When Nelson realized he was out of ice cream at home, which stage of the
consumer decision-making process was this?
c. Purchase
d. Postpurchase behavior
e. Need recognition
ANSWER: e
RATIONALE: Need recognition is the first stage in the process, and it is the result of an imbalance
between actual and desired states.
POINTS: 1
153. Refer to Breyer’s Ice Cream. The billboard that Nelson noticed is an example of a(n) information source.
a. experiential
b. nonmarketing-controlled
c. internal
d. unbiased
e. marketing-controlled
ANSWER: e
RATIONALE: Marketing-controlled information sources originate with marketers promoting the product.
POINTS: 1
154. Refer to Breyer’s Ice Cream. Nelson just started a diet last week and swore to himself that he would limit his ice
cream consumption. So he feels a little guilty as he purchases the half-gallon carton. But as he walks out of the
store into the August heat, he tells himself that it’s such a hot day, and he works so hard in the office, that he
deserves a nice treat. Nelson is experiencing:
a. the observer-expectancy effect
b. cognitive dissonance
c. functional dynamics
d. dissociative reference
e. confirmation bias
ANSWER: b
RATIONALE: Cognitive dissonance is the inner tension a consumer experiences after recognizing an
inconsistency between behavior and values and opinions.
POINTS: 1
155. Refer to Breyer’s Ice Cream. Nelson’s ice cream purchase best represents which type of consumer buying
decision?
a. Routine response behavior
d. Situation convenience
e. Motivational response
ANSWER: a
RATIONALE: The fact that Nelson is out of ice cream suggests it is a frequently purchased product,
typically a routine response behavior.
POINTS: 1
156. Refer to Breyer’s Ice Cream. The fact that Nelson paid attention to the billboard is an example of:
a. selective perception.
b. selective exposure.
c. selective distortion.
d. selective retention.
e. selective discrimination.
ANSWER: b
RATIONALE: Selective exposure is the process whereby a consumer notices certain stimuli and ignores
others.
POINTS: 1
157. Refer to Breyer’s Ice Cream. According to Maslow’s hierarchy of needs, which need was Nelson trying to satisfy
when he purchased the ice cream?
a. Self-actualization
b. Esteem
c. Safety
d. Social
e. Physiological
ANSWER: e
RATIONALE: Thirst is a physiological need on Maslow’s hierarchy.
POINTS: 1
Day Care
Fiona is considering a day care facility for her five-week-old daughter Kate. She has been visiting day care centers
for the past two weeks and has interviewed caregivers at eight different centers. It is extremely important to Fiona
that Kate be stimulated intellectually and fed according to schedule. After considering all eight centers, Fiona chose
PerfectCare. While she is quite pleased with her choice, she continues to wonder if she made the correct decision.
158. Refer to Day Care. Fiona’s visits to the day care centers, interviews with the caregivers, and input from family and
friends represent which step of the consumer decision process?
a. Postpurchase behavior
b. Stimulus generalization
d. Information search
e. Need recognition
ANSWER: d
RATIONALE: These activities best represent the information search stage of the consumer decision-
making process.
POINTS: 1
159. Refer to Day Care. Fiona’s uncertainty about whether she made the correct decision and the feelings that go along
with this uncertainty are called:
a. selective retention
b. perceptual distortion
c. postpurchase action
d. cognitive dissonance
e. routine response
ANSWER: d
POINTS: 1
160. Refer to Day Care. Fiona spent a significant amount of time and effort in selecting the day care center for Kate.
This suggests the center is a(n) product for Fiona.
a. impulse
b. low-involvement
c. routine response
d. convenience
e. high-involvement
ANSWER: e
RATIONALE: Involvement refers to the amount of time and effort a buyer invests in the search, evaluation,
and decision processes of consumer behavior.
POINTS: 1
161. Refer to Day Care. The process Fiona went through in selecting a day care facility for Kate is best described as
which type of consumer buying decision?
a. Routine response behavior
d. Impulse buying
e. Motivational response behavior
ANSWER: c
RATIONALE: Consumers practice extensive decision making when purchasing products that are
extremely important to them.
POINTS: 1
162. Refer to Day Care. Shannon, Fiona’s best friend, recommended PerfectCare because she takes her daughter
there. Shannon was acting as a(n):
a. family member
b. opinion leader
c. dissociative reference
d. busybody
e. gatekeeper
ANSWER: b
POINTS: 1
Interface
Interface, a manufacturer of floor covering products, has recently entered into an agreement with Cargill, Inc. and
Dow Chemical Company to develop a carpet manufactured from corn fiber rather than the traditional nylon.
Interface hopes to develop a biodegradable carpet tile that will be sold to the public at prices only slightly higher
than nylon carpet tiles. Interface’s CEO has repeatedly said the mission of his company is to look for
manufacturing materials that are renewable and not petroleum dependent.
163. Refer to Interface. A consumer who was in the market for floor covering would be most likely to locate
information on the biodegradable floor tiles during which stage of the consumer decision-making process?
b. Internal information search
c. External information search
d. Need recognition
ANSWER: c
RATIONALE: The information would come from an outside source since it is a new product.
POINTS: 1
164. Refer to Interface. Which of the following is the BEST example of a nonmarketing-controlled information source
for floor tiling?
a. A store display showing the various colors of tiles available
b. An ad in Better Homes & Gardens for floor tiles
c. A salesperson at a store that specializes in floor coverings
d. A brochure explaining why the corn-based floor tiles are superior to nylon ones
e. A discussion with coworkers about the best floor tiles to buy
ANSWER: e
RATIONALE: Any kind of word-of-mouth communication or discussion about a product would be an
example of nonmarketing-controlled information sources.
POINTS: 1
165. Refer to Interface. To reduce potential , Interface could include a letter in every box of corn-fiber carpet
tiles congratulating the buyer on helping to protect the environment.
a. cognitive dissonance
b. buyer repentance
c. consumer affectation
d. affective dissonance
e. consumer cognition
ANSWER: a
RATIONALE: Postpurchase messages are one way marketing managers can reduce cognitive
dissonance.
POINTS: 1
166. Refer to Interface. Which of the following is an example of a cultural influence on consumer buying decisions?
a. Personality of the buyer
b. How much the buyer knows about actions he or she can take to save the environment
c. Lifestyle of the buyer
d. The buyer’s motivation for buying the corn-fiber carpet tile
e. The acceptance of green marketing among a society
ANSWER: e
RATIONALE: Culture is a set of values, norms, attitudes, and other meaningful symbols that shape
human behavior and the artifacts, or products, of that behavior. Personality and lifestyle are
examples of individual factors. Knowledge and motivation are examples of psychological
factors.
POINTS: 1
167. Refer to Interface. Influencing consumers that petroleum-based carpeting is bad for the environment and that the
new fibers are better for the environment will involve which attitude-change strategy by marketers?
a. Change the belief about all other attributes but this one
b. Change the relative importance on beliefs about this attribute
c. Change the product
d. Use comparative ads
e. Get consumers to recognize a need
ANSWER: b
RATIONALE: The three attitude-change strategies are changing beliefs about attributes, changing the
importance of beliefs, and adding new beliefs. This is an example of changing the
importance of beliefs about petroleum-based carpeting.
POINTS: 1
College Decision
Juan is a senior in high school and is deciding which university to go to after he graduates. He has received several
pieces of mail from local universities with information on scholarship opportunities because he has a good GPA and
a high ACT score. He and his parents have visited several schools and have talked to advisors regarding his chosen
major of marketing. Juan is thinking about going to the local community college where all of his friends are planning
to go, but his parents want him to go to a more prestigious school because they think he will get a better education
there.
168. Refer to College Decision. The direct mail pieces with scholarship information that schools are sending to Juan are
examples of which type of information sources?
a. Marketing-controlled
b. Nonmarketing-controlled
c. Service-oriented
d. Internal
e. Selective
ANSWER: a
RATIONALE: Marketing-controlled information sources are a product information source that originates
with marketers promoting the product.
POINTS: 1
169. Refer to College Decision. Juan has narrowed his decision down to three schools. These schools comprise Juan’s
_____ set.
a. primary
b. elite
c. exclusive
d. awareness
e. evoked
ANSWER: e
RATIONALE: An evoked, or consideration, set is a group of brands, resulting from an informant search,
from which a buyer can choose.
POINTS: 1
170. Refer to College Decision. Juan’s parents and friends would be classified as factors influencing his decision.
a. cultural
b. social
c. individual
d. psychological
e. primary
ANSWER: b
RATIONALE: Social factors influencing the consumer decision-making process include reference groups
(which friends would be part of), opinion leaders, and family.
POINTS: 1
171. Refer to College Decision. Juan’s friends might influence him to go to the local community college. What type of
reference group characterizes his friends?
a. Indirect
b. Primary
c. Secondary
d. Aspirational
e. Nonaspirational
ANSWER: b
RATIONALE: Primary reference groups, a type of direct reference group, include all groups with which
people interact regularly in an informal, face-to-face manner, such as family, friends, and
coworkers.
POINTS: 1
172. Refer to College Decision. One person from whom Juan has sought advice is his school guidance counselor, Mr.
More. Mr. More is respected by students and parents alike and knows a lot about the schools Juan is considering.
Mr. More can be considered a(n):
a. influencer
b. decider
c. opinion leader
d. gatekeeper
e. market maven
ANSWER: c
POINTS: 1
173. Refer to College Decision. Juan’s parents’ opinion that he will get a better education if he attends a prestigious
school rather than a community college is an example of:
c. selective exposure
d. selective bias
e. selective attitude
ANSWER: a
RATIONALE: Selective distortion is a process whereby a consumer changes or distorts information that
conflicts with his or her feelings or beliefs.
POINTS: 1
174. Why do marketers study consumer behavior?
ANSWER: Consumers’ product and service preferences are constantly changing. Marketing
managers must understand these desires in order to create a proper marketing mix for
a well-defined market. So it is critical that marketing managers have a thorough
knowledge of consumer behavior, which describes how consumers make purchase
decisions and how they use and dispose of the purchased goods or services. The
study of consumer behavior also includes factors that influence purchase decisions
and product use.
POINTS: 1
TOPICS: AACSB Communication
OTHER: BLOOMS Level V Synthesis
175. You have decided to work all summer to save money for the ultimate $2,000 HD television with surround sound.
Trace the steps of your decision process for purchasing your new television.
ANSWER: For this high-involvement decision process, you would use extensive decision making
and go through the following steps:
NEED RECOGNITION. Your present television has wavy lines and poor sound quality,
1.
and you desire a new television set.
INFORMATION SEARCH. You check both internal and external sources of information,
2. such as your own knowledge, opinions of peers, information from magazines, and the
advice of television sales personnel.
EVALUATION OF ALTERNATIVES. You consider product attributes of various television
3. brands and models in an evoked set. These attributes might include sound quality,
looks, price, warranty, brand name reputation, components, and so on.
4. PURCHASE. You buy the HD television after judging alternatives.
POSTPURCHASE BEHAVIOR. You are satisfied with your purchase, which was the
5. result of extensive decision making. Alternatively, you are dissatisfied with your
purchase, return the television, and begin the process again.
POINTS: 1
MKTG.LAMB.15.06.03 - 6-3
176. Assume that you have decided to purchase a new automobile. Describe your internal information search. Then
name the two types of external information sources. For each source, give two specific examples of information
sources you might use.
ANSWER: An internal information search is the process of recalling past information stored in
memory. This stored information would come from previous experience with
automobiles. By searching your memory, you could remember good and bad
features––such as gas mileage, style, reliability, and so one––that you have
experienced.
MARKETING-CONTROLLED information sources could include mass media
advertising (radio, television, newspaper, or direct mail); sales promotion (e.g.,
rebates); salespeople at dealerships; and finally, product characteristics like
warranties.
NONMARKETING-CONTROLLED information sources could include personal
experience, personal sources (family, friends, acquaintances, and coworkers), and
public sources (Consumer Reports or other consumer rating organizations).
POINTS: 1
177. Define cognitive dissonance and describe how can consumers and marketers can reduce it.
ANSWER: Cognitive dissonance is the inner tension that a consumer experiences after
recognizing an inconsistency between behavior and values or opinions. Consumers
can take steps to reduce dissonance by justifying their decision, seeking new
information, avoiding contradictory information, or returning the product. Marketers
can help consumers reduce dissonance by sending a postpurchase thank you or letter,
displaying product superiority in ads, and offering guarantees.
POINTS: 1
178. Assume that you have gone to the corner convenience store to pick up your usual brand of potato chips. What type
of decision making will take place? How would this differ from the decision making that would take place if the
store was out of your regular brand?
ANSWER: With a low-involvement product such as potato chips, routine response behavior
would take place because the product is low priced and the same brand is frequently
purchased. The purchase would be habitual. If the store was out of the regular brand,
limited decision making, or acquiring information about an unfamiliar brand in a
familiar product category (such as chips), would take place. Some effort would have
to be expended on evaluating alternatives or comparing prices if the consumer were
price sensitive.
POINTS: 1
179. What is extensive decision making? Discuss the purchase of a product in which you would use extensive decision
making when purchased for the first time and would require limited decision making in subsequent purchases.
ANSWER: Extensive decision making is the most complex type of consumer decision making and
is used when buying an unfamiliar, expensive product or an infrequently bought item.
Such decision making requires the use of several criteria for evaluating options and
much time for seeking information. Buying a car, an appliance, a stereo system, or
other expensive, durable item would require extensive decision making for the first
purchase. However, as the purchase is repeated, the buyer may feel experienced in
decision making and may step back to limited decision making. For example, a person
who has bought several cars may resort to the heuristic, “I have always bought Fords
and have been satisfied, so my next car will be a Ford.”
POINTS: 1
180. Assume that you have been invited to join a social club whose members typically wear leather bombardier jackets.
You have never bought or worn a leather jacket before. List and briefly describe four factors that could influence
your level of involvement in the purchase of the leather jacket. How involved will you be in this purchase and why?
ANSWER: The factors that affect involvement level are previous experience, interest, perceived
risk of negative consequences, situation, and social visibility.
PREVIOUS EXPERIENCE. Because there is no previous experience with the
product, the level of involvement will be higher because of unfamiliarity with the
product.
INTEREST. Areas of interest vary by individual. The student may or may not be
interested in leather jackets. However, purchasing the leather jacket indicates an
interest in the social group and probably a high level of involvement.
PERCEIVED RISK OF NEGATIVE CONSEQUENCES. Several types of risks are
involved in the purchase. With an expensive jacket, loss of purchasing power and
opportunity costs result in financial risk. A social risk is taken because wearing a
leather jacket may cause a positive or negative reaction from other peer groups. For
example, animal rights activists might criticize the purchase of a leather jacket, or
other peer groups might view the purchase as frivolous. Finally, there is a
psychological risk involved in the form of anxiety or concern about whether the
“right” jacket has been purchased and is acceptable to other members of the social
club.
SITUATION. The circumstances of the social club make the leather jacket a high-
involvement purchase.
SOCIAL VISIBILITY. Because a leather jacket is a social and public display,
wearing the jacket makes a statement about the individual. This would also make the
purchase one of high involvement.
POINTS: 1
181. What is the difference between culture and subculture? Why do marketing managers need to understand culture
and subculture?
ANSWER: CULTURE is the set of values, norms, attitudes, and other meaningful symbols that
shape human behavior and the artifacts, or products, of that behavior as they are
transmitted from one generation to the next. Culture is environmentally oriented and
dynamic. It also gives order to society by establishing common expectations.
SUBCULTURES are subdivisions of culture on the basis of such things as
demographic characteristics, geographic regions, national and ethnic background,
political beliefs, and religious beliefs. Subcultures are homogeneous groups that share
elements of the overall culture as well as unique elements. Within subcultures, there
are even greater similarities in people’s attitudes, values, and actions than within the
broader culture. Without understanding culture, a firm has little chance of effectively
penetrating the market. As more companies expand their operations globally, the need
to understand the cultures of foreign countries becomes more important. Marketers
should become familiar with the culture and adapt to it, or marketers can attempt to
bring their own culture to other countries. Marketers should also identify subcultures
and then design special marketing programs to serve their needs.
POINTS: 1
AACSB Diversity
182. Marketers are interested in social class for two main reasons. What are they? Give a real-world example for each.
ANSWER: First, social class often indicates which medium to use for advertising. For example,
an insurance company seeking to sell its policies to middle-class families might
advertise during the local evening news because middle-class families tend to watch
more television than other classes.
Second, knowing what products appeal to which social class can help marketers
determine where to best distribute their products. For example, affluent Americans
spend nearly twice as much on restaurants, alcohol, and sporting events than less-
affluent Americans.
POINTS: 1
AACSB Diversity
183. For marketers, reference groups have three important implications. Describe them.
ANSWER: Reference groups serve as information sources and influence perceptions; they affect
an individual’s aspiration levels; and their norms either constrain or stimulate
consumer behavior.
POINTS: 1
184. List and briefly describe the five different roles various family members can play to influence the purchase
decision-making process when deciding on a family vacation.
ANSWER: INITIATOR. The person who initiates or suggests the purchase process.
INFLUENCER. The person whose opinion is valued in the decision-making process.
DECISION MAKER. The person who actually makes the decision to buy.
PURCHASER. The individual who actually exchanges money for the product.
CONSUMER. The person who actually uses the product.
POINTS: 1
185. Define self-concept. Choose a product (i.e., a good, service, or idea), and use that product to illustrate how a
marketer would apply the idea of self-concept to market the product.
ANSWER: Self-concept is how an individual perceives himself or herself in terms of attitudes,

perceptions, beliefs, and self-evaluations. Through self-concepts, consumers define
their identity, which in turn provides for consistent and coherent behavior. Self-
concept is a combination of the ideal self-image and the real self-image. For any
product chosen, the marketer would promote the product as a match to the real self-
image or a support for attaining the ideal self-image. The concept of self is important
to marketers because it helps explain the relationship between individuals’ perceptions
of themselves and their consumer behavior as expressed through their personalities.
For examples, marketers of deodorant develop promotional ads linking use of the
product with success and popularity.
POINTS: 1
186. Define perception and describe the three types of selective perception. Use personal examples in your discussion.
ANSWER: Perception is the process by which people select, organize, and interpret stimuli into a
meaningful and coherent picture. There are three types of selective perception:
SELECTIVE EXPOSURE is the process whereby a consumer notices certain stimuli
and ignores others. The consumer is exposed only to those messages he or she
wishes to process. SELECTIVE DISTORTION occurs when consumers change or
distort information that conflicts with their feelings or beliefs. SELECTIVE
RETENTION is the process whereby a consumer remembers only that information
that supports personal feelings or beliefs.
POINTS: 1
187. Define each level of Maslow’s hierarchy of needs. For each of the five levels, briefly describe a marketing
message appealing to the need level.
ANSWER: PHYSIOLOGICAL NEEDS are the most basic level of human needs. These needs
include food, water, and shelter. Text examples include thirst-quenching Gatorade or
satisfying hunger by eating a hamburger. SAFETY NEEDS include security and
freedom from pain and discomfort. Text examples include health screenings to relieve
consumer fears and anxieties and an image campaign to reassure consumers about
the safety of air travel. SOCIAL NEEDS involve a sense of belonging and love.
Examples could include any messages advertising that the use of the product will
bring love. These products might include clothes, cosmetics, and vacation packages.
ESTEEM NEEDS include self-respect, feelings of accomplishment, prestige, fame,
and recognition. Text examples include Mont Blanc pens, Mercedes-Benz
automobiles, and Neiman Marcus stores. SELF-ACTUALIZATION is the highest
human need. It refers to self-fulfillment and self-expression. Text examples include
American Express ads, Microsoft, and the U.S. Army slogan.
POINTS: 1
188. Define stimulus generalization and stimulus discrimination and give an example of how each is used.
ANSWER: Stimulus generalization is a form of learning that occurs when one response is
extended to a second stimulus similar to the first. Any product line extension will be a
satisfactory example. Stimulus discrimination is a learned ability to differentiate among
similar products. There are many examples of stimulus discrimination. Students’
examples should indicate how superficial differences are emphasized in promotions.
POINTS: 1
189. Compare and contrast beliefs and attitudes.
ANSWER: Beliefs and attitudes are closely linked to values. A belief is defined as an organized
pattern of knowledge that an individual holds as true about his or her world.
Consumers form beliefs about products based on knowledge, faith, or hearsay. Sets of
beliefs form the basis for an attitude. An attitude is a learned tendency to respond
consistently toward a given object. Attitudes tend to be more enduring and complex
than beliefs. Attitudes also encompass an individual’s value system, which represents
personal standards of good and bad, right and wrong, and so forth.
POINTS: 1
190. Apply the three methods of changing attitudes or beliefs about brands to possibilities for the marketing activities of
Kellogg’s Corn Flakes (or another breakfast cereal you are more familiar with).
ANSWER: CHANGING BELIEFS ABOUT ATTRIBUTES. Kellogg’s could work to promote

the image of a family cereal by changing consumers’ beliefs about children’s cereals.
Any negative beliefs or misconceptions should also be changed. For example,
consumers may believe the cereal is high in sugar, when actually it is not.
CHANGING THE IMPORTANCE OF BELIEFS. Kellogg’s could start emphasizing
certain attributes that already exist. These might include environmental concerns (a
package made of 100 percent recycled materials) or consumer preferences (the
favorite choice of all consumers).ADDING NEW BELIEFS. Kellogg’s could try to
expand the consumption habits of consumers by stating, “Corn flakes are not just for
breakfast anymore.” Kellogg’s could also emphasize additional attributes to the ones
already in use, such as more nutrients (100 percent of the U.S. Recommended Daily
Allowance), cancer prevention (high fiber), or patriotism (the American family and a
red, white, and blue package).
POINTS: 1
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covered in 1898. Therefore it is indispensable that M. Ravary be
heard, and I shall have the honor to make a motion to that effect.”
The Judge.—“I have received a letter from General Mercier, in which
he says that the prosecution of M. Zola deals only with the Esterhazy
verdict, with which he had nothing do. He says that he has received
from General Billot an authorization not to appear.”
M. Labori.—“I am greatly surprised that General Mercier, like so
many others, should constitute himself judge of the question whether
it is incumbent upon him to appear before the court. The minister of
war may confine his complaint within limits, but he has no right as
complainant to pursue the shocking and monstrous course of
interposing an obstacle, not juridical, but material to the facts that we
wish to establish. General Mercier is a witness of the first
importance. Perhaps he will read tomorrow in the newspapers what
has occurred at this first hearing, which is given in the presence, not
of fifteen hundred persons simply, but of all France. M. Zola declares
that in 1894 General Mercier, then minister of war, constituting
himself judge in a council of war, did, after the hearing was over,
outside of the discussion, without the knowledge of the accused,
without examination of the accused upon the matter, and without
even submitting it to his counsel, communicate to the council of war
a secret document, and a document, for that matter, of no
significance. If that is not true, let General Mercier come here
tomorrow and say so. If it is true, I have no further use for him.”
The judge then announced that Major Rivals and the court clerk,
Vallecalle, had notified him that they would not appear.
M. Labori.—“The complainant is represented here by the attorney-
general. We should like him to inform us whether the minister of war
has given to all these witnesses, as to General Mercier, an
authorization which to them would have been more than an
authorization,—that is, an order. If the attorney-general does not
know, I would like him to put the question to the minister of war
between now and tomorrow, in order to give us an answer.”
M. Zola.—“In short, we should like to know whether these persons
have received orders from Billot, or are acting on their own initiative.”
M. Labori.—“Have they been ordered not to come? If so, let it be
stated frankly, and the court tomorrow will pass upon our motion,
which possibly will ask for a postponement of the case, in order that
it may be judged when we are in full possession of the facts.”
M. Albert Clemenceau.—“The president of the republic refused to
sign the decree of the minister of justice summoning M. Billot; then
M. Billot authorized General Mercier not to appear in the assize
court. Knowing the beginning of the story, we are interested in
knowing the sequel, and I ask the attorney-general to inform us at
the next hearing if the other officers, of a lower grade than that of
General Mercier, have likewise been authorized by their superiors
not to appear in court. If so, I may be permitted to express my
astonishment that there has not been found a person in all this
hierarchy to understand that there is one thing which is above the
minister of war,—namely, justice. We thought so until today.”
The court then presented the refusals of Colonel Maurel, president of
the council of war of 1894, M. Autant, architect, and M. Eichmann,
who sat in the first council of war; and the defence, as in the
previous cases, insisted upon their appearance.
The Judge.—“A letter from General de Boisdeffre reads as follows: ‘I
do not need to tell you that, out of respect to the jury and deference
to the court, I would willingly appear, but I have been in no way
connected with the Esterhazy case, which was conducted entirely by
the military government of Paris. Outside of professional secrecy,
therefore, I could furnish no useful information.’”
M. Labori.—“All these witnesses seem to imagine that they
constitute a caste apart and independent, and that it is permissible to
them to rise above the law, above justice itself, and personally
constitute themselves judges of the question whether they are useful
or not as witnesses in a trial. Consequently in the case of General de
Boisdeffre, as in the other cases, we insist and we protest.”
M. Albert Clemenceau.—“We are a little at sea. In the letters read,
some witnesses declare that they will not come because they know
certain facts, while others, like M. de Boisdeffre, declare that they will
not come because they do not know any facts in this case. We do
not know which of these two observations is sound, but it is
impossible for both of them to be. It is interesting also to the jurors to
know that former cabinet ministers, who are by no means the first
comers, MM. Guérin and Trarieux, former keepers of the seals, and
M. Raymond Poincaré, former minister of finance, have responded
to the summons. It is certain that they would have had nothing to
fear, if they had written to the court that they could not come. These
former cabinet ministers come; yet among the military officers we
cannot get a single witness. I believe it is well for the jurors to
remember that.”
The court announcing that ex-President Casimir-Perier would
appear, the defence withdrew its motion for his further summons. But
M. Labori then offered a formal motion that MM. d’Ormescheville,
Ravary, General Mercier, Patron, Vallecalle, Maurel, Autant,
Eichmann, de Boisdeffre, and Captain de Comminges be forcibly
constrained to appear. And he submitted a further motion that Mlle.
Blanche de Comminges be constrained to appear, unless it should
be found that her illness was genuine, and that, in the latter case, a
commission should be appointed to visit her and ask her the
following questions:
(1) Is she aware that her name has been used in writing to
Colonel Picquart?
(2) How did she become aware of it?
(3) Did she not give the nickname “demigod” to Captain
Lallement?
(4) Does she know whether this name was used in a telegram
which is said to have been a forgery?
(5) Had Colonel du Paty de Clam any reason for entertaining a
revengeful feeling toward her and her family?
(6) Is it not within her knowledge that he resorted in 1892 to very
serious manœuvres, notably the employment of anonymous
letters?
(7) Was not this matter put in the hands of M. Lozé, prefect of
police, and did not General D—— have to intervene?
(8) Did not Colonel du Paty de Clam arrange, for the restitution of
a letter, a scene that took place at cours la Reine, in which a
veiled lady appeared?
After hearing these motions, the court adjourned for the day.
Second Day—February 8.
The second day’s hearing began at half past twelve with the
announcement of the court that, before proceeding to the hearing of
the witnesses, there were new excuses to be read. The first was
from Major Esterhazy, who wrote as follows:
I have been accused by M. Mathieu Dreyfus of the crime of high
treason, and my judges have acquitted me by a unanimous
decree of the council of war. Today I receive, at the instance of a
simple individual, M. Emile Zola, a summons to appear as a
witness in his trial in the assize court. It is plain, on the other
hand, that in this trial the object of M. Zola is at the same time to
revise by a revolutionary method the decree of acquittal rendered
in my favor, and to sully, by representing them as criminals, the
judges whom I respect. Such is the work in which M. Emile Zola
invites me to participate. Under such circumstances I consider
that I am not obliged to respond to M. Zola’s summons.
M. Labori.—“Major Esterhazy was present yesterday. It does not
become me to inquire what suggestions he obeys today. I have not
consulted M. Emile Zola, but I can say this for myself: it was a feeling
of high discretion that led us to summon Major Esterhazy. He will not
be here as an accused person, since he has been acquitted, and we
consider his case a thing judged. But we have a right to the
testimony of Major Esterhazy for the purpose of proving M. Zola’s
good faith. Major Esterhazy refuses. So be it. I do not insist. We will
discuss his rôle without him.”
M. Albert Clemenceau.—“Pardon me. For my part, I do not give up
his testimony. I have some questions to put to Major Esterhazy in the
name of the gérant of ‘L’Aurore.’ I demand that he be summoned
again, and, if need be, forced to come.”
The next letter was from a widow Chapelon, who declared herself
afflicted with influenza.
M. Albert Clemenceau.—“Mme. Chapelon appeared at the office of
‘L’Aurore’ a week ago; it was after she had been notified. She asked
that her name be struck from the list of witnesses. She was asked
why. She replied that she was soliciting for her son a scholarship at
Chaptal, and that, if she were to testify, they would not give it to her.
M. Perrenx informed her that this was not a good reason, and that
she was required to come to the assize court and tell the truth. She
went away, slamming the doors, and saying: ‘If you force me to
come, I will tell the opposite of the truth.’ I insist that this witness
shall come, and I demand that, as in the case of Major Esterhazy,
she be brought to court after a second summons.”
The Judge.—“There is a doctor’s certificate.”
M. Clemenceau.—“I ask that an expert physician be sent to her. The
one who is to see Mme. de Boulancy can see her too.”
The court then rendered its decision on the motions of the day
before, ordering that Dr. Socquet be sent to examine Mme. de
Boulancy, Mlle. Blanche de Comminges, M. Autant, and the widow
Chapelon, and that a second summons be served upon Captain
Lebrun-Renault, Lieutenant-Colonel du Paty de Clam, Major
d’Ormescheville, Major Ravary, General Mercier, MM. Patron,
Vallecalle, Maurel, Eichmann, General de Boisdeffre, and Major
Esterhazy, directing them to appear on February 9.
Testimony of Mme. Dreyfus.
The calling of the witnesses was then begun, the first to take the
stand being Mme. Lucie Dreyfus, wife of ex-Captain Dreyfus.
M. Labori.—“I would like Mme. Dreyfus to have the goodness to tell
us what she thinks of M. Zola’s good faith, and in this connection to
make known to us under what circumstances in 1894 she learned of
her husband’s arrest, and what was the attitude at that time of
Colonel du Paty de Clam, who was then only a major.”
The Judge.—“What has that to do with the case?”
M. Labori.—“It concerns M. Zola’s good faith.”
M. Zola.—“I ask to be allowed here the liberty that is accorded
thieves and murderers. They can defend themselves, summon
witnesses, and ask them questions; but every day I am insulted in
the street; they break my carriage windows, they roll me in the mud,
and an unclean press treats me as a bandit. I have the right to prove
my good faith, my probity, my honor.”
The Judge.—“Do you know Article 52, of the law of 1881?”
M. Zola.—“I do not know the law, and at the present moment I do not
want to know it. I appeal to the probity of the jurors. I make them
judges of the situation in which I am placed, and I entrust myself to
them.”
The Judge.—“I remind you of the terms of the decree rendered
yesterday by the court, the provisions of Article 52 of the law of
1881, and the terms of your summons. Let us not depart therefrom.
Any question outside of these limits will not be put by me. Let that be
well understood. It is useless to recur to the matter.”
M. Zola.—“I ask to be treated here as well as thieves and murderers.
All accused persons are entitled to prove their probity, their good
faith, and their honor.”
M. Labori.—“Will you permit me to point out the bearing of my
questions? M. Zola has made two assertions. He has asserted that
the council of war of 1894 convicted, in the person of ex-Captain
Dreyfus, an innocent man by illegal methods.”
The Judge.—“He is not prosecuted for that.”
M. Labori.—“Pardon me, he is prosecuted for having said that the
second council of war knowingly acquitted a guilty man by covering,
in obedience to orders, the illegality committed by the first.”
M. Zola.—“It is in the summons.”
M. Labori.—“M. Zola asks to prove this illegality, and the elements
out of which it grew, from the standpoint of his good faith. This
illegality is not confined to the moment of the verdict of the council of
war, but extends over the very period of inquiry in which occurred
facts of the highest gravity which M. Zola asks to produce. If the
court considers that Mme. Dreyfus can not be heard on this point, I
shall be obliged to offer a motion.”
The Judge.—“Offer your motion. The question will not be put by me.”
M. Clemenceau.—“I ask to make a simple observation, addressed
especially to the jurors. I am of the opinion that the law must be
complied with, whatever it may be. But I beg you to remember,
gentlemen of the jury, that M. Zola has written an article which fills
sixteen pages of the pamphlet in my hands. Out of these sixteen
pages the public prosecutor, at the order of the minister of war,
complains of only fifteen lines, and, when we come to court, it
transpires that, in spite of a judicious selection of fifteen lines from
sixteen pages, the prosecution is still embarrassed by one of these
fifteen lines. They tell us in these fifteen lines there are still six which
must be put aside, because, were we to leave them there,
embarrassing evidence would be put in.”
The Judge.—“I repeat that no question will be put which would be a
means of arriving at the revision of a case sovereignly judged.”
M. Clemenceau.—“Then the court will put no question concerning
good faith?”
The Judge.—“Concerning anything that relates to the Dreyfus case.
No. Offer your motions. I repeat that I will not put the question.”
M. Labori.—“Will you permit me, Monsieur le Président, in our
common interest, to ask you, then, what practical means you see by
which we may ascertain the truth?”
The Judge.—“That does not concern me.”
M. Labori then made a formal motion that, whereas the matters upon
which the testimony of Mme. Dreyfus was required bore directly
upon the matters expressly set out in the complaint, and especially
upon the illegality charged, and whereas the defendants maintained,
in spite of the court’s decree, the right to prove their good faith, and
whereas the refusal to hear the witnesses summoned would
constitute the highest violation of the defendants’ rights, the court
order the following questions to be put to Mme. Dreyfus:
(1) What do you think of M. Zola’s good faith?
(2) What are the reasons that have led you to believe in his good
faith?
(3) Do you consider from what you know that the measures taken
against your husband were legal or illegal?
(4) Will you describe the first visit of Major du Paty de Clam at
your house? Who were present?
(5) Did not M. du Paty de Clam utter the grossest insults against
your husband?
(6) Did he not pretend to demonstrate his guilt geometrically and
by drawing concentric circles?
(7) Did he not speak of the Iron Mask?
(8) Did he not expressly forbid you to speak of the arrest to
anyone whomsoever, even to his family?
(9) After how long a time were you allowed the right to write to
your husband?
(10) After how long a time did you again see your husband?
(11) Did not M. du Paty de Clam say to you: “He denies, but I
shall succeed in making him spit out all that he has in his body”?
(12) Did not M. du Paty de Clam nevertheless lead you to hope
that perhaps there had been an error, and that up to November?
(13) Did not M. du Paty de Clam try, by the most irregular means,
and even by insidious means, to tear confessions from you
throughout the trial and after the verdict?
(14) What do you think of your husband’s character and morals?
What was the nature of your life with him after your marriage?
(15) Did not your husband steadily declare, during the trial and
after, that this whole matter was incomprehensible, and that he
was the victim of a conspiracy?
The reading of these questions being received with a hostile
manifestation from those present in the court-room, M. Labori turned
to the audience, and shouted: “If you think you can prevent me from
doing my duty, you are mistaken. I am embarrassed only when I am
applauded. Let them howl! It is all one to me.”
The Attorney-General.—“I simply call attention to this,—that these
incidents are rehearsed before the audience, but they are always the
same, and that the jurors whom you have just addressed will
remember that you have for the thing judged yesterday the same
respect that you have for the thing judged on a previous occasion. I
said at the beginning that a plan had been fixed upon; it is being
carried out, and you have just given us the formula: ‘I do not know
the law, and I do not want to know it.’ Well, we know it, and we will
see that it is respected, with the aid of the jurors, in whom I have
absolute confidence.”
M. Labori.—“M. Zola will answer in a moment, and it is to assure him
the means of doing so that I take the floor.”
The Judge.—“Take it once for all, and do not renew this scene with
each witness.”
M. Labori.—“Pardon me, I am much grieved if the line of conduct
which I follow is in any way inconvenient or disagreeable to anyone
whomsoever. But I know very well that it is dictated to me by a
conviction so profound and a resolution so fixed that nothing,
nothing, shall force me to deviate from it by a line. That said, I
answer the attorney-general in a word. The attorney-general, who,
after a firm and energetic beginning, preserved a profound silence
throughout the last part of yesterday’s hearing” ...
The Attorney-General.—“To the point of self-denial.”
M. Labori.—“To the point of self-denial, ... rises today to tell us that
we are confronted with a fixed plan, and that the same incidents,
starting from the same preconceived idea, are being rehearsed. Very
well, but the plan that we have fixed is the plan that leads to the light.
There is another plan which is being rehearsed at the other side of
the bar,—the plan which leads to obscurity and darkness. Reference
has been made to the thing judged. We respect it. We respect the
thing judged yesterday, but between that and the other the difference
is that the thing judged yesterday was legally judged, and that the
other was judged illegally.”
M. Zola.—“Gentlemen of the jury, to you will I address myself. I am
not an orator, I am a writer; but unfortunately” ...
The Judge.—“You should address the court.”
M. Zola.—“I ask your pardon. I thought that I had permission to
address the jurors. But I will address myself to you. What I have to
say will be as well said. I am a writer; I am not accustomed to public
speaking; moreover, I am an extremely nervous being, and am liable
to use words that ill express my thought. Undoubtedly I have
expressed it ill, since I have been misunderstood. I am quoted as
saying that I have placed myself above the law. Did I say that?”
M. Labori.—“You said: ‘I have not to know the law at this moment.’”
M. Zola.—“I meant to say, at any rate, that I do not revolt against this
grand idea of the law. I submit to it completely, and from it I expect
justice. I meant to say that my revolt was against the processes that
find expression in all these quibbles raised against me, against the
way in which I am prosecuted, against the limitation of the complaint
to fifteen lines from my long letter of accusation; and these things I
declare unworthy of justice. I say that these few lines are not to be
taken and passed upon without regard to all that I have said. A
writing is consecutive; phrases lead to phrases, ideas lead to ideas;
and to fix upon a single thing therein because it brings me under the
law is, I say, unworthy. That is what I say, and that is what I meant. I
do not place myself above the law, but I am above hypocritical
methods.”
M. Labori.—“Bravo!”
The Attorney-General.—“So, M. Labori, you give the signal for these
bravos?”
M. Labori.—“It is true, I said ‘Bravo;’ but frankly, it was the cry of my
conscience.”
M. Albert Clemenceau.—“There is one point beyond dispute,—that
we are authorized to prove that M. Zola has accused the council of
war of having committed an illegality. Well, I ask you how it is
possible for us to prove this, if we do not begin by establishing that
an illegality has been committed.”
The court denied the motion of M. Labori, and the second witness
was called,—M. Leblois, a lawyer of the appellate court.
Testimony of M. Leblois.
The Judge.—“M. Labori, what question do you desire me to put to

the witness?”
M. Labori.—“Will you ask M. Leblois at what date and under what
circumstances he came into possession of the facts now within his
knowledge concerning the Esterhazy case?”
The court interposing no objection, M. Leblois made the following
statement:
“I have been for many years the friend of Colonel Picquart. We made
all our studies together, and we have remained faithful to this
friendship. In 1890 Colonel Picquart was made professor in the
School of War, and since then I have seen him more or less
frequently. Then he entered the war department, to which he had
already been attached for several years, and finally, about the middle
of 1895, if I am not mistaken, he was appointed chief of the bureau
of information. It would have been natural at that time for him to
consult me occasionally upon the legal difficulties that he met, since I
was his intimate friend and had belonged to the magistracy for ten
years. Nevertheless he spoke to me of only two cases,—a case of
criminal procedure that was under way at Nancy, and a batch of
documents relating to carrier pigeons, which was nothing but a
collection of ministerial decrees upon that question. When, on
November 16, 1896, Colonel Picquart was suddenly obliged to quit
the war department, he had never said a word to me, either of the
Dreyfus case or of the Esterhazy case, and I was absolutely
unaware that he was concerning himself with either of them. All who
know Colonel Picquart will not be astonished at this reserve.
“In June, 1897, I received a visit from Colonel Picquart, who had
come to pass a fortnight’s leave of absence in Paris. On June 3, he
had received at Sousse a threatening letter, which had been written
to him by one of his former subordinates, and thus he found himself
under the necessity of consulting a lawyer. For purposes of his
defence he made known to me some of the facts in the cases of
Dreyfus and Esterhazy. I say, gentlemen, some of the facts, for
Colonel Picquart never revealed to me any military secret, in that
sense of the term secret in which it is employed in military language.
Colonel Picquart had become convinced of the innocence of Captain
Dreyfus, and he explained to me the facts upon which his conviction
rested. I had too much confidence in his intelligence and honesty not
to admit the materiality of the facts that he made known to me, and
from them I came to the same conclusion that he had arrived at. I
was profoundly disturbed by what I had just learned, for I not only
deplored the possibility of so grave an error, and the submission to
undeserved torture of a man who seemed to be innocent, but I was
anxious lest such revelations might agitate the country; and so I
determined to exercise the greatest prudence.
“First, I collected all the information that I could procure. I consulted
certain persons who had been familiar with other facts, making my
study more precise by reading documents published in 1896. I
gathered information as to the Dreyfus family, and as to Captain
Dreyfus, whom I did not know, and finally I studied the various
questions of law to which the case might give rise. In the course of
these inquiries I learned that M. Scheurer-Kestner had been
concerning himself with the Dreyfus case for a year, and had
collected facts of some interest. About the same time I met M.
Scheurer-Kestner at a dinner, and an interview was arranged
between us for a subsequent day. When he found that I was in
possession of important information, he urged me strongly to tell him
more. He was so insistent, and showed so keen anxiety, that I could
not refrain from enlightening him more completely. My original plan,
the only one that seemed possible to me, was to promptly put the
government in possession of the facts that I had learned through
Colonel Picquart. M. Scheurer-Kestner, vice-president of the senate,
seemed to me the best person that I could find through whom to
approach the government. For these reasons I thought it my duty to
yield to M. Scheurer-Kestner’s solicitations, and I gave him the
desired enlightenment. Especially I spoke to him of letters that
General Gonse had written to Colonel Picquart. M. Scheurer-Kestner
begged me to show him these letters immediately, and he
accompanied me to my house to get them. From that moment he
was convinced of the innocence of Dreyfus, and his conviction has
never since been shaken. He will never abandon the cause that he
has undertaken.
“Meanwhile, the vacation season was approaching, and it seemed
very difficult to institute proceedings at that time. It seemed to me
that an affair of this sort should not be entered upon, unless there
was a possibility of pursuing it to the end. Furthermore, M. Scheurer-
Kestner deemed it necessary to have in his hands certain material
proofs which both he and I lacked,—proofs in the shape of examples
of Major Esterhazy’s handwriting, which was supposed to be
identical with that of the bordereau. Nevertheless, I thought it my
duty to submit to M. Scheurer-Kestner at that moment the idea of
presenting to the keeper of the seals a petition for the cancellation of
the verdict of 1894, because it seemed to me a settled fact that a
secret document had been communicated to the judges, and that
consequently the judgment was void. M. Scheurer-Kestner thought
that it was too early to take such a step in the absence of material
proofs. He made arrangements to get examples of Major Esterhazy’s
handwriting as soon as possible, and toward the end of July started
on his vacation. In the course of the following months he succeeded
in procuring examples of Major Esterhazy’s handwriting, and, on
returning to Paris, he entered into communication with the
government. Concerning that, he will testify himself. For my part, I
have nothing more to say upon this point. Nevertheless I add that,
when M. Scheurer-Kestner made his interpellation in the senate on
November 7, 1897, it seemed to him that this should be the end of
his personal participation in the matter. In fact, the declarations of the
government pointed to an honest and full investigation, and it did not
seem to M. Scheurer-Kestner that there was any occasion for him to
interfere in the working-up of a criminal case. So about Christmas
time he thought himself entitled to take a few days’ rest, of which he
was in great need.
“At that moment I had been informed by Colonel Picquart of the
conspiracies against him,—conspiracies of extreme gravity, the most
serious and important point of which is found in two telegrams
addressed to him from Paris on November 10, 1897, and reaching
him at Sousse, the first on November 11, the second on November
12 in the morning. These telegrams were forgeries. It seemed plain
that they could not have been drawn up, except upon information
emanating from the bureau of information, and this it would be easy
to demonstrate; but Colonel Picquart will demonstrate it better than I.
As the jury and the court will see, this was a new incident in an
extremely serious matter, since these telegrams were dated
November 10, 1897. Nevertheless it was a conspiracy which had
long been in preparation, for in December, 1896, false letters had
been addressed to the minister of war signed with the same name,
‘Speranza,’ that appeared at the foot of the two telegrams of
November 10, 1897. It seemed to me it was my first duty to inform
the government of this situation. But, having with the government no
easy and direct means of communication, I asked M. Trarieux,
senator and former keeper of the seals, whom I had met several
times at the house of a friend, and who, moreover, had taken part in
the senate discussion of M. Scheurer-Kestner’s interpellation, to give
me the benefit of his sanction by acting as an intermediary between
myself and the government. He will tell you what steps he took. For
my part I could do but one thing,—lodge, on behalf of my client, a
complaint with the government attorney, which complaint is under
examination by M. Bertulus, who has already taken the deposition of
Mlle. Blanche de Comminges.
“I said just now that Lieutenant-Colonel Picquart suddenly left the
war department on November 16, 1896, on the eve of the Castelin
interpellation in the chamber of deputies. His friends were unaware
of his departure, and I in particular went several times, and during
several weeks, to see him, and failed to find him. One of his friends
wrote to the minister of war a letter which should be among the
documents in the hands of M. Bertulus, and which, at any rate,
constitutes one of the papers in the investigations made by General
de Pellieux and Major Ravary. This letter was insignificant, but in it
there was a brief allusion to a personage who, in the salon of Mlle.
de Comminges, had been nicknamed the ‘demigod.’ The letter
contained this sentence: ‘Every day the demigod asks Mme. the
Countess [that is Mlle. de Comminges] when he will be able to see
the good God.’ In this circle, where Colonel Picquart was very
popular, he was known as ‘the good God,’ and the name ‘demigod’
had been given to a certain Captain Lallement, who was the orderly
of General des Garet, commanding the sixteenth army corps at
Montpellier. This letter was intended for Colonel Picquart, but
reached him only after it had been secretly opened and copied at the
war department. The following month there came to the bureau of
information a letter which was intercepted entirely, and of which no
knowledge came to Colonel Picquart. This letter is surely the work of
a forger. It is signed ‘Speranza.’ That was the beginning, in
December, 1896, of the attempt to compromise Lieutenant-Colonel
Picquart. The existence of the second letter was concealed for more
than a year, and he learned of it for the first time in the course of
General de Pellieux’s investigation. But it was made the basis of all
the conspiracies for the ruin of this officer. Be not astonished, then,
that last November, when this matter came to public attention and
enlisted the interest of parliament, new conspiracies came to light. In
the evening of November 10, 1897, two telegrams started from Paris
together. The first read thus: ‘Stop, demigod. Affair very serious.
Speranza.’ From this telegram it seemed that the demigod must be a
very important personage, probably a political personality, perhaps
M. Scheurer-Kestner. The second telegram read: ‘We have proofs
that the dispatch was manufactured by Georges. Blanche.’ This
second telegram, which was evidently a part of the same conspiracy
to which the first belonged, tended to destroy the authenticity, and
consequently the force as evidence, of a certain dispatch on which
rested the investigation opened by Colonel Picquart in the spring of
1896 concerning Major Esterhazy. Thus they endeavored to
represent Colonel Picquart as the tool of a politician and the author
of a forgery. I should add that it is certain that Colonel Picquart was
not acquainted with M. Scheurer-Kestner, and that he had no
communication with him, direct or indirect. As for the charge of
forgery brought against Colonel Picquart, it has been completely
abandoned, for, although there were some insinuations to that effect
in Major Ravary’s report, Colonel Picquart recently appeared before
a council of inquiry, and among the things with which he was
reproached there was not the slightest allusion to the possibility of a
forgery in the case of the document in question.”
The Judge.—“What do you know about it?”
M. Leblois.—“Monsieur le Président, I know it in the most certain and
natural way, because I was myself a witness before the council of
inquiry.”
The Judge.—“Were you there throughout the hearing?”
M. Leblois.—“No, but I have knowledge of the facts with which the
colonel was reproached.”
The Judge.—“You say that you have knowledge of them, but you do
not know them of your own knowledge, since you were not there.”
M. Labori.—“Permit me to observe, Monsieur le Président, that the
witnesses should have the advantage of the right to give their
testimony without being interrupted, according to the terms of Article
315 of the code of criminal examination. I claim this right for M.
Leblois. As to the fact which he affirms, the question is not how he
knows it, but whether it is true.”
The Judge.—“Permit me, Maître Labori; I suppose that the court is
entitled to question witnesses.”
M. Labori.—“It is not entitled to interrupt them.”
The Judge.—“I did not interrupt M. Leblois. I asked him for
indications on a point which it is necessary to throw light upon. I will
continue to do so, rest assured.”
M. Labori.—“I do not pretend to discuss with you the duties of the
judge of the assize court. You know them better than I do. I add that I
am ready to render homage to the great impartiality with which you
endeavor to direct the debate. But, on the other hand, this is a matter
in which it is impossible for us to part with the smallest particle of our
rights. They deprive us here of all the faculties that they can deprive
us of. We are here face to face with testimony which is entitled to be
heard; we ask that it shall be heard freely and independently. Now,
Article 315 of the code of criminal examination authorizes witnesses
to give their testimony without interruption, without prejudice to the
right of the court to ask them, after their deposition, whatsoever
questions it sees fit.”
The Judge.—“That is what I have just done.”
M. Labori.—“The deposition of M. Leblois is not finished. He was in
the course of it when you interrupted him.”
The Judge.—“Pardon, M. Leblois had finished. I asked him a
question to throw light upon his deposition.”
M. Leblois.—“I will answer you in the clearest fashion. In the first
place, I declare that I know that Colonel Picquart was asked but four
questions. As to the source of this knowledge, I do not think that I am
bound to give it, and for a good reason; I am Colonel Picquart’s
lawyer.”
The Judge.—“You should have said so at the beginning.”
M. Leblois.—“I did say so.”
The Judge.—“I did not hear it.”
M. Leblois.—“I said just now that I was first introduced to this affair in
June, 1897, when Colonel Picquart came to ask my aid and
protection against written threats that he had received on June 3
from one of his former subordinates. It was for purposes of his
defence that Colonel Picquart related to me a portion of the facts, but
not those concerning military secrets, and it was for purposes of his
defence that he gave me General Gonse’s letters. I consider that you
are now reassured as to the source of my information.
“I add that nothing is easier than to establish materially the proof of
what I have just said, for information telegraphed by a provincial
agency on February 2, and not contradicted since by any newspaper
or otherwise, specifies the points raised in the debate before the
council of inquiry. Furthermore, Colonel Picquart has received, in
conformity with military regulations, a clear notification of the
questions concerning which he was examined. In fact, if a single
question is to be put in a council of inquiry, the law requires that the
person to be questioned shall receive a notice of the points on which
the discussion will turn. Then Colonel Picquart, being in possession
of such notice, emanating from the reporter in the case, is clearly in
a position to prove what I have just said.”
M. Albert Clemenceau.—“Permit me to ask a question. Just now the
witness said this second letter, which was a forgery, was so drawn
up as to prove that it emanated from a personage familiar with the
documents of the war offices. But the witness did not explain this
declaration. I should like to ask him what there was in this letter that
enables him to make this declaration, and to say that it came from
the war offices.”
M. Leblois.—“I prefer not to give any explanations in regard to this
letter, for I should run a risk of altering the version that you will soon
hear from Colonel Picquart. [Laughter.] I think there is some
misunderstanding. I said that the text of the two telegrams was a
certain proof that they emanated from a man familiar with all the
secrets of the war department, but I can say that only of the
telegrams, because I have seen them and am in possession of their
text. I cannot speak so certainly of a letter which I have not seen,
and concerning which I have only information.”
M. Labori.—“From the standpoint of the conspiracies to which M.
Leblois has referred, what was the bearing of the false letter
intercepted in the war offices?”
M. Leblois.—“I said just now that I considered this false letter signed
‘Speranza’ another stone on which to erect, little by little, the edifice
of the conspiracies against Colonel Picquart. Regarding the two
telegrams, must I give details?”
The Judge [hastily].—“No.”
M. Labori.—“Monsieur le Président, we are very desirous that he
should.”
The Judge [sadly].—“Since the defence demands it, speak.”
M. Leblois.—“The following telegram: ‘We have proofs that the
dispatch was manufactured by Georges. Blanche,’ suggests to me
this reflection: Who, outside of the war department, could then know
that an inquiry was in progress concerning Major Esterhazy, and
especially that the basis of this inquiry was a dispatch? That was an
absolute secret. The two telegrams of which I have spoken were not
the only elements of this complicated plot against Colonel Picquart.
There were many other telegrams sent by third parties. For instance,
an individual sent from Paris a telegram signed ‘Baron Keller’ and
addressed to a pretended Baroness Keller at Sousse. All these
telegrams were intended to compromise Colonel Picquart. The two
which I have cited are the only ones that reached him, but they are
only the centre of a very complicated network. He referred to all of
this in an article in ‘La Libre Parole’ of November 16, 1897.”
M. Labori.—“M. Leblois has told us that Colonel Picquart left the war
department November 16, 1896. Could he tell us what was the
attitude of his superiors, and especially of General Gonse, toward
him at that time? Did Colonel Picquart go in disgrace, and how has
he been treated since, up to the time of his recall to Paris, under
circumstances with which the jurors must be familiar, at the
beginning of the Esterhazy inquiry?”
M. Leblois.—“Colonel Picquart’s superiors behaved toward him in
the most kindly manner throughout his inquiry concerning Major
Esterhazy,—an inquiry which began toward the end of spring and
continued until September. According to Colonel Picquart, it was not
until the moment had come for a decision in this matter that a
difference of opinion was revealed between his superiors and
himself. This difference did not assume an acute form at first. In the
beginning it was simply an exchange of opposite views, such as
often takes place between inferiors and superiors. The solution of
the matter, clearly stated in a letter from Colonel Picquart bearing
date of September 5, 1896, remained in suspense until November,
1896. At that moment things were growing worse under influences
which I do not exactly know myself. Perhaps the government, upon
the question being laid before it, decided that there was no occasion
to review the Dreyfus case. I know nothing about it; I can only form
hypotheses. Answering M. Labori’s question, I will say this: when
Colonel Picquart left the war department, they gave him not the
slightest hint that he was sent away in disgrace. On the contrary,
they represented to him as a favor the rather vague mission with
which he was entrusted. They said to him: ‘You are to go away for a
few days. You will go to Nancy, to do certain things.’ When once he
was at Nancy, they said to him: ‘Go elsewhere.’ Thus from day to
day they gave him new orders, continually prolonging his mission;
and the colonel, who had left Paris without extra clothing, was told,
when he asked permission to return to get his linen, that his mission
was too important to warrant a diversion of even a few hours; and
they sent him to Besançon. Thus, without suspecting the fate that
was in store for him, he was sent along the frontier, and then to
Algeria and Tunis, where, in March, 1897, he was made lieutenant-
colonel of the Fourth Sharpshooters. They pretended that he was
given this appointment as a favor. General Gonse told him positively,
in a letter, that the regiment was a very select one, and that he
should consider himself fortunate in belonging to it. The general’s
letters are full of expressions of sympathy.”
M. Labori.—“M. Leblois referred just now to a threatening letter
which intervened at a certain moment, and which apparently
modified the state of mind prevailing in the office of the minister of
war. Could he tell us when this letter was addressed to Colonel
Picquart, from whom it came, and in what spirit it was conceived?”
M. Leblois.—“I have already said that this letter was dated June 3,
1897. It came from Lieutenant-Colonel Henry, who had been Colonel
Picquart’s subordinate, and it was couched in terms almost
insulting.”
M. Albert Clemenceau.—“The witness has said that at the same time
when Colonel Picquart’s letters were being seized in the war
department he was suffered to receive forged telegrams, and that at
the same time also General Gonse, sub-chief of the general staff,

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20. There are two types of learning: concrete and abstract.

22. Stimulus discrimination is a learned ability to differentiate among similar products.

23. An attitude is a physiological difference among consumers.

35. The steps of the consumer decision-making process in order are:

39. An external information search is especially important when:

50. Another name for evoked set is:

60. How can marketers reduce consumers’ cognitive dissonance?

81. All of the following are characteristics of culture EXCEPT:

85. The most defining element of a culture is its:

90. As a marketing tool in the United States, social class:

92. Social influences on consumer buying decisions include:

94. Reference groups can be categorized very broadly as either:

95. Which of the following statements about reference groups is true?

97. A value or attitude deemed acceptable by a group is called a(n):

99. All of the following are types of reference groups EXCEPT:

132. The process that creates changes in behavior is called:

143. are learned tendencies to respond consistently toward a given object.

174. Why do marketers study consumer behavior?

ANSWER: Self-concept is how an individual perceives himself or herself in terms of attitudes,

ANSWER: CHANGING BELIEFS ABOUT ATTRIBUTES. Kellogg’s could work to promote

Testimony of Mme. Dreyfus.

The Judge.—“M. Labori, what question do you desire me to put to

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