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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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in South Africa, and to produce what, thank God! he had failed
in producing—a racial war." Mr. Chamberlain retorted that Sir
William Harcourt's attitude was unpatriotic and injurious to
the cause of peace. He denied aggressiveness in the policy of
the government, asserting that the South African Republic had
been spending millions on armaments imported from abroad, in
view of which the strengthening of the British garrison at the
Cape by an additional regiment and three batteries was no
unreasonable measure. Mr. Balfour, also, begged the House and
the country to believe that the troops were sent only as a
measure of precaution, to maintain admitted rights.
{478}
SOUTH AFRICA: The Transvaal: A. D. 1897 (May-October).

The British assertion of suzerainty and declination of
proposal to arbitrate disagreements.
On the 7th of May, 1897, the Acting State Secretary of the

South African Republic addressed to the British Agent at
Pretoria a communication of great length, reviewing the
positions taken by Mr. Chamberlain in his several arraignments
of the government of the Republic for alleged violation of the
London Convention of 1884, and proposing an arbitration of the
questions involved. "The complaint," he wrote, "which Her
British Majesty's Government has advanced in an unmistakably
pronounced manner over an actual or possible breach of the
Convention has deeply grieved this Government, as it thinks
that it has fulfilled its obligations. It sees in the
fulfilment of the mutual obligations under the Convention one
of the best guarantees for the maintenance of a mutual good
understanding and for the promotion of reciprocal confidence.
To this good understanding and that confidence, however,
severe shocks have been given by events which cannot be
lightly forgotten. And if it were not that this Government
wishes to guard itself against adopting a recriminating tone,
it might put the question whether, for example, the incursion
of Dr. Jameson, whether considered as a breach of the
Convention or a grievance, is not of immeasurably greater
importance than the various matters adduced by Her British
Majesty's Government would be, even if the contention that
they constitute breaches of the Convention could be accepted.
There should, in the view of this Government, be a strong
mutual endeavour to restore the shocked confidence and to calm
the excited spirit which this Government with sincere regret
sees reigning throughout almost the whole of South Africa.
This Government is anxious to co-operate for this end, for the
desire of the Republic, with the maintenance of its
independence and rights, is for peace, and where for the
reasons given it has been unable to entertain the proposal of
Her British Majesty's Government in the matter of the Aliens
Law,—and it appears very difficult to arrive at a solution of
the question by means of correspondence,—it wishes to come to
a permanent good understanding along a peaceful course, not
only with respect to its undisturbed right to make an alien
law, but also with regard to all points touching the
Convention which are referred to in the two Despatches under
reply by Her British Majesty's Government. While it respects
the opinion of Her British Majesty's Government, it takes the
liberty, with full confidence in the correctness of its own
views, to propose to Her British Majesty's Government the
principle of arbitration with which the honourable the First
Volksraad agrees, in the hope that it will be taken in the
conciliatory spirit in which it is made. …
"Although this Government is firmly convinced that a just and

impartial decision might be obtained even better in South
Africa than anywhere else, it wishes, in view of the
conflicting elements, interests, and aspirations, which are
now apparent in South Africa, and in order to avoid even the
appearance that it would be able or desire to exercise
influence in order to obtain a decision favourable to it, to
propose that the President of the Swiss Bondstate, who may be
reckoned upon as standing altogether outside the question, and
to feel sympathy or antipathy neither for the one party nor
for the other, be requested to point out a competent jurist,
as has already oftener been done in respect of international
disputes. The Government would have no objection that the
arbitrator be subject to a limitation of time, and gives the
assurance now already that it will willingly subject itself to
any decision if such should, contrary to its expectation, be
given against it. The Government repeats the well-meant wish
that this proposal may find favour with Her British Majesty's
Government, and inasmuch as the allegations of breaches of the
Convention find entrance now even in South Africa, and bring
and keep the feelings more and more in a state of suspense,
this Government will be pleased if it can learn the decision
of Her Majesty's Government as soon as possible."
Mr. Chamberlain's reply to this proposal was not written until

the 16th of the following October, when he, in turn, reviewed,
point by point, the matters dealt with, in the despatch of Mr.
Van Boeschoten. With reference to the Jameson raid he said: "Her
Majesty's Government note with satisfaction that the
Government of the South African Republic see in the fulfilment
of the mutual obligations under the London Convention one of
the best guarantees for the maintenance of a mutual
understanding and for the promotion of reciprocal confidence.
Her Majesty's Government have uniformly fulfilled these
obligations on their part, and they must strongly protest
against what appears to be an implication in the Note under
consideration that the incursion of Dr. Jameson can be
considered as either a breach of the Convention by Her
Majesty's Government or a grievance against them. That
incursion was the act of private individuals unauthorised by
Her Majesty's Government, and was repudiated by them
immediately it became known. The immense importance to the
Government of the South African Republic of that repudiation,
and of the proclamation issued by the High Commissioner under
instructions from Her Majesty's Government, is recognised
throughout South Africa. Her Majesty's Government maintain
strongly that since the Convention of 1881 there has never
been any breach or even any allegation of a breach on their
part of that or the subsequent Convention, and, as the subject
has been raised by the implied accusation contained in the
Note under consideration, Her Majesty's Government feel
constrained to contrast their loyal action in the case of the
Jameson raid with the cases in which they have had cause to
complain that the Government of the South African Republic
failed to interfere with, if they did not countenance,
invasions of the adjacent territories by its burghers in
violation of the Convention, and they feel bound to remind the
Government of the Republic that in one of these cases Her
Majesty's Government were compelled to maintain their rights
by an armed expedition at the cost of about one million
sterling, for which no compensation has ever been received by
them."
Concerning the proposal of arbitration, the reply of the

British colonial secretary was as follows: "In making this
proposal the Government of the South African Republic appears
to have overlooked the distinction between the Conventions of
1881 and 1884 and an ordinary treaty between two independent
Powers, questions arising upon which may properly be the
subject of arbitration.
{479}
By the Pretoria Convention of 1881 Her Majesty, as Sovereign
of the Transvaal Territory, accorded to the inhabitants of
that territory complete self-government subject to the
suzerainty of Her Majesty, her heirs and successors, upon
certain terms and conditions and subject to certain
reservations and limitations set forth in 33 articles, and by
the London Convention of 1884 Her Majesty, while maintaining
the preamble of the earlier instrument, directed and declared
that certain other articles embodied therein should be
substituted for the articles embodied in the Convention of
1881. The articles of the Convention of 1881 were accepted by
the Volksraad of the Transvaal State, and those of the
Convention of 1884 by the Volksraad of the South African
Republic. Under these Conventions, therefore, Her Majesty
holds towards the South African Republic the relation of a
suzerain who has accorded to the people of that Republic
self-government upon certain conditions, and it would be
incompatible with that position to submit to arbitration the
construction of the conditions on which she accorded
self-government to the Republic. One of the main objects which
Her Majesty's Government had in view was the prevention of the
interference of any foreign Power between Her Majesty and the
South African Republic, a matter which they then held, and
which Her Majesty's present Government hold, to be essential
to British interests, and this object would be defeated by the
course now proposed. The clear intention of Her Majesty's
Government at the time of the London Convention, that
questions in relation to it should not be submitted to
arbitration, is shown by the fact that when the delegates of
the South African Republic, in the negotiations which preceded
that Convention, submitted to Her Majesty's Government in the
first instance (in a letter of the 26th of November, 1883,
which will be found on page 9 of the Parliamentary Paper C.
3947 of 1884) the draft of a treaty or convention containing
an arbitration clause, they were informed by the Earl of Derby
that it was neither in form nor in substance such as Her
Majesty's Government could adopt."
Great Britain, Papers by Command.

C.—8721, 1898.
SOUTH AFRICA: Natal: A. D. 1897 (December).

Annexation of Zululand.
See (in this volume)

AFRICA: A. D. 1897 (ZULULAND).
SOUTH AFRICA: Cape Colony: A. D. 1898.

The position of political parties.
The Progressives and the Afrikander Bund.
"The present position of parties at the Cape is as unfortunate

and as unwarranted as any that the severest critic of
Parliamentary institutions could have conjured up. … The Cape
has always had the curse of race prejudice to contend with.
Time might have done much to soften, if not to expunge it, if
home-made stupidities had not always been forthcoming to goad
to fresh rancour. The facts are too well known to need
repetition. It is true not only of the Transvaalers that 'the
trek has eaten into their souls,' and up to the time of
emancipation and since, every conceivable mistake has been
committed by those in authority. Thus, when the breach was, to
all appearances, partly healed, the fatal winter of 1895 put
back the hands of the clock to the old point of departure. As
Englishmen, our sympathies are naturally with the party that
is prevalently English, and against the party that is
prevalently Dutch; but to find a real line of political
difference between them other than national sentiment requires
fine drawing. … According to our lines of cleavage both
Bondsmen [Afrikander Bund] and Progressives are Conservatives
of a decided type. Practically they are agreed in advocating
protective duties on sea-borne trade, although in degree they
differ, for whilst the Bond would have imposts as they are,
the Progressives wish to reduce the duties on food stuffs to
meet the grievance of the urban constituencies, and might be
induced to accord preferential treatment to British goods. On
the native question neither party adopts what would in England
be considered an 'advanced' programme, for education is not
made a cardinal point, and they would equally like, if
possible, to extend the application of the Glen Grey Act,
which, by levying a tax on the young Kaffirs who have not a
labour certificate, forces them to do some service to the
community before exercising their right of 'putting the
spoon,' as the phrase is, 'into the family pot.' Neither party
wishes to interfere with the rights of property or the
absolute tenure of land under the Roman-Dutch law. A tax on
the output of diamonds at Kimberley has been advocated by some
members of the Bond as a financial expedient, but it is
understood to have been put forward rather as a threat against
Mr. Rhodes personally than as a measure of practical politics.
Questions of franchise are tacitly left as they are, for no
responsible politicians wish to go back upon the enactment
which restricted the Kaffir vote to safe and inconsiderable
limits. The redistribution of seats was the subject of a Bill
upon which the last House was dissolved, after the rebuff that
the Ministry received upon a crucial division, but it has been
dealt with rather for practical than theoretical reasons. Two
schemes of redistribution have been formulated, and each has
been proposed and opposed with arguments directed to show the
party advantage to be derived. For political reform, in the
abstract, with or without an extension of the suffrage, there
is no sort of enthusiasm in any quarter. Railway
administration furnishes, no doubt, an occasional battle-field
for the two sides of the House. Roughly, the Progressives
favour the northern extension, and are willing to make
concessions in rates and charges to help on the new trade with
Rhodesia; whilst the Bond declare themselves against special
treatment of the new interests, and would spend all the money
that could be devoted to railway construction in the farming
districts of the colony itself. Mr. Rhodes, however, has
warned the Cape that any hostile action will be counteracted
by a diversion of traffic to the East, and it is unlikely that
any line of policy will be pursued that is likely to injure
the carrying trade of the southern ports. Between the
followers of Mr. Rhodes and the followers of Mr. Hofmeyr there
is no wide divergence of principle on public affairs of the
near future, so far as they have been or are to be the subject
of legislation; where the difference comes in is in the
attitude they severally assume towards the two republics and
the territories of the north, but when talk has to yield to
action it is improbable that there will be much in their
disagreement."
N. L. W. Lawson,
Cape Politics and Colonial Policy
(Fortnightly Review, November 1898).
{480}
SOUTH AFRICA: The Transvaal: A. D. 1898 (January-February).
Re-election of President Kruger.

Renewed conflict of the Executive with the Judiciary.
Dismissal of Chief-Justice Kotze.
The Presidential election in the South African Republic was

held in January and February, the polls being open from the 3d
of the former month until the 4th of the latter. President
Kruger was re-elected for a fourth term of five years, by
nearly 13,000 votes against less than 6,000 divided between
Mr. Schalk Burger and General Joubert, who were opposing
candidates. Soon afterwards, the conflict of 1897 between the
Judiciary and the Executive (see above: A. D. 1897,
JANUARY-MARCH), was reopened by a communication in which
Chief-Justice Kotze, of the High Court, called the attention
of the President to the fact that nothing had been done in
fulfilment of the agreement that the independence of the Court
and the stability of the Grondwet should both be protected by
law against arbitrary interference, and giving notice that he
considered the compromise then arranged to be ended. Thereupon
(February 16) President Kruger removed the judge from his
office and placed the State Attorney in his seat. Justice
Kotze denied the legality of the removal, and adjourned his
court sine die. In a speech at Johannesburg, some weeks
afterwards, he denounced the action of President Kruger with
great severity, saying: "I charge the President, as head of
the State, with having violated both the constitution and the
ordinary laws of the land; with having interfered with the
independence of the High Court; and invaded and imperilled the
rights and liberties of everyone in the country. The
guarantees provided by the constitution for the protection of
real and personal rights have disappeared, and these are now
dependent on the 'arbitrium' of President Kruger."
SOUTH AFRICA: Rhodesia and the British South Africa Company:

A. D. 1898 (February).
Reorganization.
In February, the British government announced the adoption of

plans for a reorganization of the British South Africa Company
and of the administration of its territories. The Company,
already deprived of military powers, was to give up, in great
part, but not wholly, its political functions. It was still to
appoint an Administrator for Rhodesia south of the Zambesi,
and to name the majority of members in a council assisting
him, so long as it remained responsible for the expenses of
administration; but, by the side of the Administrator was to
be placed a Resident Commissioner, appointed by the Crown, and
over both was the authority of the High Commissioner for South
Africa, to whom the Resident Commissioner made reports. At
home the status of the Board of Directors was to be
considerably altered. The life directorships were to be
abolished, and the whole Board of Directors in future to be
elected by the shareholders,—any official or director removed
by the Secretary of State not being eligible without his
consent. The Board of Directors was to communicate all
minutes, etc., to the Secretary of State, and he to have the
power of veto or suspension. Finally, the Secretary of State
was to have full powers to inspect and examine all documents;
Colonial Office officials named by him were, in effect, to
exercise powers like those of the old Indian Board of Control.
SOUTH AFRICA: Cape Colony: A. D. 1898 (March-October).
Election in favor of the Afrikander Bund.

Change in the government.
Elections to the Upper House of the Cape Parliament, in March,
gave the party called the Progressives, headed by Mr. Rhodes, a
small majority over the Afrikander Bund—more commonly called
the Bond. The Parliament opened in May, and the Progressive
Ministry, under Sir Gordon Sprigg, was defeated in the Lower
House in the following month, on a bill to create new
electoral divisions. The Ministry dissolved Parliament and
appealed to the constituencies, with the result of a defeat on
that appeal. The Bond party won in the elections by a majority
of two, which barely enabled it to carry a resolution of want
of confidence in the government when Parliament was
reassembled, in October. The Ministry of Sir Gordon Sprigg
resigned, and a new one was formed with Mr. Schreiner at its
head.
SOUTH AFRICA: The Transvaal: A. D. 1898-1899.

Continued dispute with the British Government
concerning Suzerainty.
During 1898 and half of 1899, a new dispute, raised by Mr.

Chamberlain's emphatic assertion of the suzerainty of Great
Britain over the South African Republic, went on between the
British Colonial Office and the government at Pretoria.
Essentially, the question at issue seemed to lie between a
word and a fact and the difference between the disputants was
the difference between the meanings they had severally drawn
from the omission of the word "suzerainty" from the London
Convention of 1884. On one side could be quoted the report
which the Transvaal deputation to London, in 1884, had made to
their Volksraad, when they brought the treaty back, and
recommended that it be approved. The treaty, they reported,
"is entirely bilateral [meaning that there were two sides in
the making of it] whereby your representatives were not placed
in the humiliating position of merely having to accept from a
Suzerain Government a one-sided document as rule and
regulation, but whereby they were recognized as a free
contracting party. It makes, then, also an end of the British
suzerainty, and, with the official recognition of her name,
also restores her full self-government to the South African
Republic, excepting one single limitation regarding the
conclusion of treaties with foreign powers (Article 4). With
the suzerainty the various provisions and limitations of the
Pretoria Convention which Her Majesty's Government as suzerain
had retained have also, of course, lapsed."
On the other side, Mr. Chamberlain could quote with effect

from a speech which Lord Derby, then the British Colonial
Secretary, who negotiated the Convention of 1884 with the Boer
envoys, made on the 17th of March, that year, in the House of
Lords. As reported in Hansard, Lord Derby had then dealt with
the very question of suzerainty, as involved in the new
convention, and had set forth his own understanding of the
effect of the latter in the following words: "Then the noble
Earl (Earl Cadogan) said that the object of the Convention had
been to abolish the suzerainty of the British Crown. The word
'suzerainty' is a very vague word, and I do not think it is
capable of any precise legal definition.
{481}
Whatever we may understand by it, I think it is not very easy
to define. But I apprehend, whether you call it a
protectorate, or a suzerainty, or the recognition of England
as a paramount Power, the fact is that a certain controlling
power is retained when the State which exercises this
suzerainty has a right to veto any negotiations into which the
dependent State may enter with foreign Powers. Whatever
suzerainty meant in the Convention of Pretoria, the condition
of things which it implied still remains; although the word is
not actually employed, we have kept the substance. We have
abstained from using the word because it was not capable of
legal definition, and because it seemed to be a word which was
likely to lead to misconception and misunderstanding."
Great Britain,
Papers by Command: C. 9507, 1899, pages 24 and 34.
SOUTH AFRICA: The Transvaal: A. D. 1899 (March).
Petition of British subjects to the Queen.
A fresh excitement of discontent in the Rand, due especially

to the shooting of an Englishman by a Boer policeman, whom the
Boer authorities seemed disposed to punish lightly or not at
all, led to the preparation of a petition to the British
Queen, from her subjects in the South African Republic,
purporting to be signed in the first instance by 21,684, and
finally by 23,000. The genuineness of many of the signatures
was disputed by the Boers, but strenuously affirmed by those
who conducted the circulation of the petition. It set forth
the grievances of the memorialists at length, and prayed Her
Majesty to cause them to be investigated, and to direct her
representative in South Africa to take measures for securing
from the South African Republic a recognition of their rights.
The petition was forwarded to the Colonial Office on the 28th
of March.
Great Britain, Papers by Command: 1899, C. 9345.
SOUTH AFRICA: The Transvaal: A. D. 1899 (May-June).

The Bloemfontein Conference between President Kruger and
the British High Commissioner, Sir Alfred Milner.
There seems to be no mode in which the questions at issue

between the British and the Boers, and the attitude of the two
parties, respectively, in their contention with each other,
can be represented more accurately than by quoting essential
parts of the official report of a formal conference between
President Kruger and the British High Commissioner in South
Africa, Sir Alfred Milner, which was held at Bloemfontein, the
capital of the Orange Free State, during five days, May
31-June 5, 1899. The meeting was arranged by President Steyn,
of the Orange Free State, with a view to bringing about an
adjustment of differences by a free and full discussion of
them, face to face. In the official report of the
conversations that occurred, from which we shall quote, the
remarks of President Kruger are given as being made by the
"President," and those of the High Commissioner as by "His
Excellency." The latter, invited by the President to speak
first, said:
"There are a considerable number of open questions between Her

Majesty's Government and the Government of the South African
Republic on which there is at present no sign of agreement. On
the contrary, disagreements seem to increase as time goes on.
… In my personal opinion the cause of many of the points of
difference, and the most serious ones, arises out of the
policy pursued by the Government of the South African Republic
towards the Uitlander population of that Republic among whom
many thousands are British subjects. This policy, the bitter
feeling it engenders between the Government and a section of
Uitlanders, and the effect of the resulting tension in South
Africa, and the feeling of sympathy in Great Britain, and even
throughout the British Empire generally, with the Uitlander
population, creates an irritated state of public opinion on
both sides, which renders it much more difficult for the two
Governments to settle their differences amicably. It is my
strong conviction that if the Government of the South African
Republic could now, before things get worse, of its own motion
change its policy towards the Uitlanders, and take measures
calculated to content the reasonable people among them, who,
after all, are a great majority, such a course would not only
strengthen the independence of the Republic but it would make
such a better state of feeling all round that it would become
far easier to settle outstanding questions between the two
Governments. … The President, in coming here, has made a
reservation as to the independence of the Republic. I cannot
see that it is in any way impairing the independence of the
Republic for Her Majesty's Government to support the cause of
the Uitlanders as far as it is reasonable. A vast number of
them are British subjects. If we had an equal number of
British subjects and equally large interests in any part of
the world, even in a country which was not under any
conventional obligations to Her Majesty's Government we should
be bound to make representations to the Government in the
interests of Her Majesty's subjects, and to point out that the
intense discontent of those subjects stood in the way of the
cordial relations which we desire to exist between us. I know
that the citizens of the South African Republic are intensely
jealous of British interference in their internal affairs.
What I want to impress upon the President is that if the
Government of the South African Republic of its own accord,
from its own sense of policy and justice, would afford a more
liberal treatment to the Uitlander population, this would not
increase British interference, but enormously diminish it. If
the Uitlanders were in a position to help themselves they
would not always be appealing to us under the Convention. …
"President.—I shall be brief. I have come with my commission,

in the trust that Your Excellency is a man capable of
conviction, to go into all points of difference. … I should
like His Excellency to go point by point in this discussion,
so that we can discuss each point that he thinks requires
attention, not with a view to at once coming to a decision,
but to hear each side, and we can go back on any point if
necessary, and see if we can arrive at an understanding. I
would like to give concessions as far as is possible and
practicable, but I want to speak openly, so that His
Excellency may be able to understand. I should like to say
that the memorials placed before Her Majesty's Government came
from those who do not speak the truth. I mean to convey that
we do give concessions wherever we think it practicable to do
so, and after we have discussed it in a friendly way Your
Excellency will be able to judge whether I or the memorialists
are right. I have said that if there are any mistakes on our
side, we are willing to discuss them. Even in any matter
concerning internal affairs I would be willing to listen to
his advice if he said it could be removed in this way or that
way. But when I show him that by the point we may be
discussing our independence may be touched, I trust he will be
open to conviction on that subject. …
{482}
"His Excellency.—I think the point which it would be best to

take first, if the President agrees, … would be the Franchise.
… There are a number of questions more or less resting upon
that. … I should like to know a little more about the
President's views. I want to know more because if I were to
begin and say I want this, that, and the other, I know I
should be told this was dictation. I do not want to formulate
a scheme of my own, but I can, if necessary.
"President.—As long as I understand that it is meant in a

friendly manner, and you mean to give hints, I won't take it
that they are commands. It has already been arranged that you
give me friendly hints and advice, and I will not take it as
dictation, even though it should be on points on which I
should consider you have no right to interfere. … I would like
you to bear one point in view, namely, that all kinds of
nations and languages, of nearly all powers, have rushed in at
the point where the gold is to be found. In other countries …
there are millions of old burghers, and the few that come in
cannot out-vote the old burghers, but with us, those who
rushed in to the gold fields are in large numbers and of all
kinds, and the number of old burghers is still insignificant;
therefore we are compelled to make the franchise so that they
cannot all rush into it at once, and as soon as we can assure
ourselves by a gradual increase of our burghers that we can
safely do it, our plan was to reduce the time for anyone there
to take up the franchise, and that is also my plan. … As His
Excellency doubtless knows, I have proposed to the Volksraad
that the time should be reduced by five years, and gradually
as more trusted burghers join our numbers, we can, perhaps, go
further. There are a number who really do not want the
franchise, but they use it as pretext to egg on people with
Her Majesty. … You must remember, also, on this subject, that
the burghers in our Republic are our soldiers, who must
protect the land, and that we have told these men to come and
fight when we have had difficulties with the Kaffirs. They
wanted the vote, but they would not come and fight. Those who
were willing to help obtained the franchise, but it appears
that many do not want to have it.
"His Excellency.—They did not want to take the obligations

without the rights of citizenship, and in that I sympathize
with them. If they should obtain that right, then naturally
they would have to take those burdens upon them.
"President.—Those who want the franchise should bear the

burdens.
"His Excellency.—Yes. Immediately they get the franchise they

take upon themselves the obligations connected therewith."
[From this the talk wandered to the subject of commandeering,

until the High Commissioner brought it back to the franchise
question.]
"His Excellency.—If I made a proposal to admit strangers under

such conditions as to swamp the old burghers it would be
unreasonable. But the newcomers have, at present, no influence
on the legislation of the Republic, which makes an enormous
difference. They haven't got a single representative. The
First Volksraad consists of 28 members, and not one member
represents the feelings of the large Uitlander population.
"President.—Men from any country could after two years vote

for the Second Volksraad, and after two years more sit in the
Second Raad. There are Englishmen who have obtained the full
franchise in that way, and are eligible for the Volksraad. And
now I have proposed to shorten the last ten years of the
period required for the full franchise and make it five years.
"His Excellency.—There are a great many objections of the

gravest kind to the process by which men may now obtain
burgher rights. First of all, before he can begin the process
of gradually securing burgher rights—which will be completed
in 14 years at present, and in 9 years according to the
President—he has to forswear his own allegiance. Take the case
of a British subject, which interests me most. He takes the
oath, and ceases to be a British subject by the mere fact of
taking that oath; he loses all the rights of a British
subject, and he would still have to wait for 12 years, and
under the new plan 7 years, before he can become a full
citizen of the Republic. British subjects are discouraged by
such a law from attempting to get the franchise. Even if they
wanted to become citizens, they would not give up their
British citizenship on the chance of becoming in 12 years
citizens of the Republic.
"President.—The people are the cause of that themselves. In

1870 anyone being in the land for one year had the full
franchise.
"His Excellency.—That was very liberal.
"President.—In 1881, after the war of independence, some of

our officials and even members of our Raad then said that they
were still British subjects, although they had taken the oath
of allegiance, and I had to pay back, out of the £250,000,
what I had commandeered from them. That was the reason the
oath had to be altered. …
"His Excellency.—In 1882, after all this had happened, there

was a franchise law in the Transvaal, which demanded five
years' residence, but it did not require the oath that is now
taken. It required a simple declaration of allegiance to the
State, though all this that the President refers to happened
before. Why was not it necessary to introduce this alteration
then?
"President.—The people who, before the annexation, had taken

that oath, but had not forsworn their nationality, 1887, sent
a lying memorial, as they are sending lying memorials now, to
say that everybody was satisfied, as they now say that
everybody is dissatisfied.
"His Excellency.—I think I must just explain a little more

clearly my views on the point we are now discussing. … I think
it is unreasonable to ask a man to forswear one citizenship
unless in the very act of giving up one he gets another, and I
think it is also unnecessary to ask him to do more than take
an oath of fealty to the new State, of willingness to obey its
laws and to defend its independence, when it is known and
certain that the taking of that oath deprives him of his
existing citizenship. I think the oath should be a simple oath
of allegiance, and that it should not be required of a man
until the moment he can get full rights in a new State. Now
that was the position under the law of 1882, and all these
reasons which the President has been giving are based on what
happened before that.
{483}
Why were they not considered and acted upon when the law of
1882 was made? … As for the period required to qualify for the
full franchise, I do not see why the length of time should be
longer in the South African Republic than in any other South
African State. They are all new countries. In the new country
which is springing up in the north, and which is getting a new
Constitution this year, the period is one year. The people who
have conquered that country for the white race may find that
the newcomers are more numerous than they are. But I do not
expect that anything like that will be done in the South
African Republic; something far short of that would be
reasonable. What I do think and desire, and that is the object
of my suggestion, is this: that the numerous foreign population
engaged in commerce and industry—to which the country, after
all, owes its present great position in wealth and influence—
should have a real share in the government of the Republic,
not to over-rule the old burghers—not at all—but to share the
work of Government with them, to give them the benefit of
their knowledge and experience, which is in many cases greater
than that of the old burghers, so that through their gradual
co-operation a time may come when, instead of being divided
into two separate communities they will all be burghers of the
same State. It is not enough that a few people should be let
in. It is obvious, however, that you could not let in the
whole crowd, without character or anything—I do not ask
it—but you want such a substantial measure that in elections
of members of the Volksraad the desires of the new industrial
population should have reasonable consideration. They have not
got it now, and when the questions that interest them come
before the Volksraad it is too evident that they are discussed
from an outside point of view. The industrial population are
regarded as strangers. … I do not want to swamp the old
population, but it is perfectly possible to give the new
population an immediate voice in the legislation, and yet to
leave the old burghers in such a position that they cannot
possibly be swamped.
"President.—I hope you will be open to conviction on that

point. I would like to convince you on the subject, and to
show you that it would be virtually to give up the
independence of my burghers. In the Republic the majority of
the enfranchised burghers consider they are the masters. Our
enfranchised burghers are probably about 30,000, and the
newcomers may be from 60,000 to 70,000, and if we give them
the franchise to-morrow we may as well give up the Republic. I
hope you will clearly see that I shall not get it through with
my people. We can still consult about the form of oath, but we
cannot make the time too short, because we would never get it
through with the people—they have had bitter experience. I
hope His Excellency will think about what I have said, and
weigh it well.
"His Excellency.—I see your point, and want to meet it.
"President.—I will think over what has been said, and will try
and meet every difficulty.
At the opening of the Conference on the second day the

President spoke of reports of an increase of British forces in
South Africa, which the High Commissioner assured him were
untrue. The latter in turn referred to accounts that had
appeared of an extensive purchase of arms in the Transvaal;
and was assured by the President that the armament of the
burghers was only for their proper preparation to deal with
the surrounding natives. The President then produced a
memorial purporting to be signed by 21,000 Uitlanders,
contradictory of the representations contained in the memorial
sent to the Queen in March (see above). After discussion upon
this, the conversation returned to the question of the
franchise.
"His Excellency.—What makes this whole discussion so difficult

is the intense prejudice on the side of the present burghers,
and their intense suspicion of us. They think Her Majesty's
Government wants to get their country back in one way or
another. Her Majesty's Government does not; but what it does
desire is that it should have such a state of rest in the
country as will remove causes of friction and difficulty
between the Republic and Her Majesty's possessions in South
Africa, and the whole of the British Empire, and my
suggestions here are directed to that end. I do not want to
say it over and over again, I say it once for all. …
"President.—I should like to make a slight explanation to His

Excellency. His Excellency yesterday mentioned that in some
States those going in from outside speedily got burgher
rights, but he must not forget, as I said before, they are

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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

SOUTH AFRICA: The Transvaal: A. D. 1897 (May-October).

On the 7th of May, 1897, the Acting State Secretary of the

"Although this Government is firmly convinced that a just and

Mr. Chamberlain's reply to this proposal was not written until

Concerning the proposal of arbitration, the reply of the

Great Britain, Papers by Command.

SOUTH AFRICA: Natal: A. D. 1897 (December).

See (in this volume)

SOUTH AFRICA: Cape Colony: A. D. 1898.

"The present position of parties at the Cape is as unfortunate

SOUTH AFRICA: The Transvaal: A. D. 1898 (January-February).

Re-election of President Kruger.

The Presidential election in the South African Republic was

SOUTH AFRICA: Rhodesia and the British South Africa Company:

In February, the British government announced the adoption of

SOUTH AFRICA: Cape Colony: A. D. 1898 (March-October).

Election in favor of the Afrikander Bund.

SOUTH AFRICA: The Transvaal: A. D. 1898-1899.

During 1898 and half of 1899, a new dispute, raised by Mr.

On the other side, Mr. Chamberlain could quote with effect

A fresh excitement of discontent in the Rand, due especially

Great Britain, Papers by Command: 1899, C. 9345.

SOUTH AFRICA: The Transvaal: A. D. 1899 (May-June).

There seems to be no mode in which the questions at issue

"There are a considerable number of open questions between Her

"President.—I shall be brief. I have come with my commission,

"His Excellency.—I think the point which it would be best to

"President.—As long as I understand that it is meant in a

"His Excellency.—They did not want to take the obligations

"President.—Those who want the franchise should bear the

"His Excellency.—Yes. Immediately they get the franchise they

[From this the talk wandered to the subject of commandeering,

"His Excellency.—If I made a proposal to admit strangers under

"President.—Men from any country could after two years vote