14 Aug GENERAL CONCEPT QUESTIONS Multiple Choice 1. Marketers are always looking for

GENERAL CONCEPT
QUESTIONS

Multiple Choice

1. Marketers are always looking for emerging
trends that suggest new marketing opportunities. One such trend is the
metrosexual. Which of the following items would the metrosexual most likely have some interest for?
a. An IBM computer.
b. Tickets to WWF wrestling.
c. Saxophone lessons.
d. An all-over body spray by
Axe.
e. Cowboy boots made from
elephant hide.

2. ________is
the study of how individuals, groups,
and organizations select, buy, use, and dispose of goods, services, ideas, or
experiences to satisfy their needs and wants.
a. Target marketing
b. Psychographic segmentation
c. Psychology
d. Consumer behavior
f. Product differentiation

3. The fundamental determinant of a persons
wants and behavior is the persons ________.
a. psyche
b. national origin
c. culture
d. peer group
e. family tree

4. A child growing up in the United States is exposed to all of
the following values EXCEPT ________.
a. achievement and success
b. activity
c. efficiency and practicality
d. the importance
of the group in daily life
e. freedom

5. Which of the following would be the best
illustration of a subculture?
a. A religion.
b. A group of close friends.
c. Your university.
d. A fraternity or sorority.
e. Your occupation.

6. With respect to facts about
the American consumer, which of the following consumer electronics is owned by
the vast majority of consuming households with a 93 percent reporting
ownership?
A personal computer.TiVo DVR.A cellular phone.A microwave oven.A VCR.

7.
________
is defined as being relatively homogeneous
and enduring divisions in a society, which are hierarchically ordered and whose
members share similar values, interests, and behavior.
a.
Culture
b.
Subculture
c.
Social class
d.
The family
e.
A group

8.
Social classes show distinct product and brand preferences in all the following

areas EXCEPT ________.
a. clothing
b. home furnishings
c. leisure activities
d. automobiles
e. fast food

9. A persons ________ consist(s) of all the
groups that have a direct
(face-to-face) or indirect influence on his/her attitudes or behavior.
a. culture
b. subculture
c. psychographics
d. reference groups
e. demographics

10. A(n) ________ group is one whose values or
behavior an individual rejects.
a. aspirational
b. disassociative
c. membership
d. primary
e. procreational

11. If a direct mail marketer wished to direct
promotional efforts toward the
family of ________, efforts need to be directed toward parents and siblings of
the family members.
a. orientation
b. procreation
c. immediacy
d. intimacy
e. reference

12. Expected to account for a quarter of the U.S.
population by 2050, ________ are the fastest growing minority.
a. African Americans
b. Asian Americans
c. Hispanic Americans
d. European Americans
e. Arabic Americans

13. The
dominant cohort, with respect to families, for the next fifty years may very
well be the ________ cohort.
a. married-couple household
b. single adults
c. single seniors
d. married seniors
e. married-couples with parents living with them

14. Husbands and
wives display different decision-making roles in most
families. The trend for dominant decision making in families is for ________ to
be responsible for most of the
decisions.
a.
the husband
b.
the wife
c.
joint decision
making (both husband and wife)
d.
holistic decision
making
e.
child-oriented
decision making

15. The Disney Channel has become the companys cash cow for its ability to reach the
underserved ________ market8- to 14-year-olds.
a. teen
b. twixt
c. mid-
d. tween
e. young adult

16. People
choose products that reflect and communicate their role and actual or desired
________ in society.
a. group
b. status
c. attitudes
d. beliefs
e. feelings

17.
Consumption
may be shaped by ________ (such as marriage, childbirth, or divorce).
a. the psychological
life cycle
b. the product life cycle
c. the life/death life cycle
d. post-puberty cycles
e. critical life events or transitions

18. Product
choice is greatly affected by economic circumstances. All of the following
would be among those circumstances
EXCEPT ________.
a. spendable income
b. savings and assets
c. debts
d. occupation
e. borrowing power

19.
________ is a set of distinguishing
human psychological traits that lead
to relatively consistent and enduring responses to environmental
stimuli.
a.
Image
b.
Personality
c.
Beliefs
d.
Heredity
e.
Culture

20. When the Marlboro
Man was depicted in advertising as a rugged outdoor, tough cowboy type, this
was done to establish what is called a ________.
a.
trademark
b.
brand
name
c.
brand
personality
d.
psychological
approach to advertising
e.
brand
reference

21. ________ portrays the whole person
interacting with his or her environment.

a. Attitude
b. Reference group
c. Lifestyle
d. Culture
e. Subculture

22. Consumers today
are experiencing a time famine because of their busy lifestyles. One way to
avoid the difficulties of time famine, which is of particular interest to
marketers, is ________.
a. to set fewer goals
b. to multitask
c. to give in to personal burdens
d. to report frustration to management
e. to develop a callous attitude toward marketers

23. With respect to understanding consumer
behavior, there are four key psychological
processes. All of the following would be among
those processes EXCEPT ________.
a. motivation
b. perception
c. learning
d. self-reliance
e. memory

24. A ________ when it is aroused to a sufficient
level of intensity.
a. need becomes a motive
b. motive becomes a need
c. desire becomes a reality
d. unfulfilled demand becomes a crisis
e. personal demand exceeds the ability to
rationally reject

25. ________ assumed that the psychological forces shaping peoples behavior are
largely unconscious, and that a person cannot fully understand his or her own motivations.
a. Abraham Maslow
b. Frederick Herzberg
c. Sigmund Freud
d. John Cacioppo
e. Karl
Marx

26. Frederick Herzberg developed a ________ that
distinguishes
dissatisfiers and satisfiers.
a. trait-role theory
b. psychological constraint theory
c. probability scale
d. leadership model
e. two-factor theory

27.
At the top of Maslows hierarchy of needs (shown as a pyramid in the text) are
________ needs.
a. esteem
b. self-actualization
c. social
d. safety
e. physiological

28. It has been estimated that the average person
is exposed to over ________ ads or brand communications a day.
a. 1,500
b. 1,300
c. 1,000
d. 800
e. 500

29.
________
is the tendency to interpret information in a way that will fit our
preconceptions.
a. Selective retention
b. Cognitive dissonance
c. Selective distortion
d. Subliminal perception
e. Discrimination

30. A cigarette ad has a picture of a young man
laying on his back and dreamily looking at clouds in the sky. Though not
readily obvious to the casual reader, there is a message in the clouds that
says r-e-l-a-x. This would be an example
of which of the following?
a. Selective distortion
b. Cognitive dissonance
c. Selective retention
d. Subliminal perception
e. Short-term memory

31. A ________ is a strong internal stimulus impelling action.
a. cue
b. drive
c. reinforcement
d. discrimination
e. belief

32. ________ teaches marketers that they can
build demand for a product by associating it with strong drives, using motivating cues, and providing positive
reinforcement
a. Demand theory
b. Learning theory
c. Economic theory
d. Psychological theory
e. Demographic
theory

33.
As Rita scans the yellow pages section
of her phone book looking for a florist, she sees several others products and
services advertised. Though interesting on first glance, she quickly returns to
her primary task of finding a florist. The items that distracted her from her
search were most likely stored in
which of the following types of memory?

a.
Short-term
memory
b.
Long-term
memory
c.
Middle
memory
d.
Subconscious
memory
e.
Subliminal
memory

34.
Brand associations consist of all the
brand-related thoughts, feelings, perceptions, images, experiences, beliefs,
attitudes, and so on that become linked to the brand ________.
a.
stimulus
b.
link
c.
connection
d.
personality
e.
node

35.
In general, the more
attention placed on the meaning of information during ________, the stronger
the resulting associations in memory
will be.
a.
encoding
b.
decoding
c.
classification
d.
retrieval
e.
memorization

36.
Repeated exposures to information
provide greater opportunity for processing and thus the potential for ________.

a. more profits
b. more sales
c. stronger associations
d. increased brand personality
e. more one-to-one relationships

37. Cognitive psychologists
believe that memory is ________, so
that once information becomes stored in memory,
its strength of association decays very slowly.
a. very limited
b. somewhat limited
c. fluid
d. often reflective
e. extremely durable

38.
The five-stage model
of the consumer buying process includes all of the following stages EXCEPT
________.
a. problem recognition
b. information search
c. social interaction
d. purchase decision
e. influencer

39.
The buying process starts when the buyer recognizes a _________.
a. product
b. an advertisement for the product
c. a salesperson from a previous visit
d. problem or need
e. an internal cue

40. Which of the following is considered to be a more advanced form of information search wherein the
person might phone friends or go online to secure information about a product
or service?
a. Heightened attention
b. Short-term memory
processing
c. Subliminal processing of information
d. Long-term memory
processing
e. Active information search

41. Of key interest to marketers are the major
informational sources to which the consumer will turn and the relative importance of each. Which of the following would be
considered to be an experiential information source?
a. Consumer-rating organizations.
b. The mass media.
c. Acquaintances.
d. Web sites.
e. Using the product itself.

42.
Which
of the following is considered to be biggest single source of consumer
information from a commercial source (over 40 percent of car buyers use this
source to gather information)?
a.
The
U.S.
Chamber of Commerce
b.
J.D.
Power & Associates
c.
Consumer Reports
d.
The
Better Business Bureau
e.
Underwriters Laboratory

43.
Brands
that meet consumers initial buying criteria are called the ________.
a.
total
set
b.
awareness
set
c.
consideration
set
d.
choice
set
e.
decision
set

44.
With
respect to consumer decision making, the ________ is the set of strong
contenders from which one will be chosen as a supplier of a good or service.
a.
total
set
b.
awareness
set
c.
consideration
set
d.
choice
set
e.
decision
set

45.
A(n)
________ is a descriptive thought that a person holds about something.
a.
attitude
b.
belief

c.
desire
d.
feeling
e.
emotion

46. A(n) ________ puts people into a frame of
mind: liking or disliking an object, moving
toward or away from it.
a.
attitude
b.
belief
c.
feeling
d.
position
e.
stance

47.
The
expectancy-value model of attitude
formation posits that consumers evaluate products and services by combining
their ________.
a.
needs
b.
wants
c.
desires
d.
brand
beliefs
e.
consuming
attitudes

48. All of the following would be considered to
be strategies for approaching consumers who had rejected your companys model
of a product for another competitive
brand EXCEPT ________.
a.
redesign your companys
product
b.
alter beliefs about your companys
brand
c.
covertly alter the qualitative data about your
product
d.
alter beliefs about competitors
brands
e.
call attention to neglected attributes

49. Customer value analysis
reveals the companys strengths and
weaknesses relative to various competitors.
Which of the following would be considered to be the first step in this
process?
a.
Monitor customer values over time.
b.
Assess the quantitative importance
of the different attributes.
c.
Assess the company
and competitors performances on
customer values.
d.
Identify the major attributes customers value.
e. Examine customer ratings of the company and competitors.

50. With respect to consumer purchase intention,
all of the following would be among
the sub-decisions made by consumers EXCEPT ________.
a. emotional
value
b. brand
c. dealer
d. timing
e. payment method

51. With the ________ heuristic,
the consumer sets a minimum acceptable cutoff level for each attribute and
chooses the first alternative that meets the minimum standard for all
attributes.
a.
conjunctive
b.
lexicographic
c.
elimination-by-aspects
d.
primary
e.
secondary

52. Even if consumers form brand evaluations, two
general factors can intervene between the purchase intention and the purchase
decision. One of these is unanticipated situational factors. What is the second
factor?
a.
Amount of purchasing power.
b.
Attitudes
of others.
c.
Short-term
memory capabilities.
d.
Ability
to return merchandise.
e.
The
self-concept.

53.
________
risk occurs if the product fails to perform up to expectations.
a.
Physical

b.
Financial

c.
Social

d.
Psychological

e.
Functional

54.
If performance meets consumer expectations, the
consumer is ________.
a.
delighted
b.
satisfied
c.
disappointed
d.surprised
e. overwhelmed

55.
A key driver of sales frequency is the ________
rate.
a.
product consumption
b.
disposal
c.
refusal
d.
utility

e.
option

56.
The
level of engagement and active processing undertaken by the consumer in responding
to a marketing stimulus is called ________.
a.
elaboration
likelihood
b.
consumer
disengagement
c.
consumer
involvement
d.
variety-seeking
e.
low-involvement

57. If a consumer is persuaded
to buy a product by a message that requires little thought and is based on an association
with a brands positive consumption
experiences from the past, the consumer used a ________ to arrive at this
purchase decision.
a. central route
b. peripheral route
c. behavioral route
d. subjective route
e. objective route

58. With the ________, predictions of usage are
based on quickness and
ease of
use.
a.
availability heuristic
b.
representative heuristic
c.
anchoring heuristic
d.
adjustment heuristic
e.
semantic heuristic

59. Ben always reaches for the bright blue and
yellow box of Ritz crackers when he visits the snack food aisle in the grocery
store. He rarely even reads the box or checks
the price. Which of the following heuristics is most
likely being used by Ben?
a. Availability
b. Representative
c. Anchoring
d. Adjustment
e. Semantic

60. ________ refers to the manner by which consumers
code, categorize, and evaluate financial outcomes of choices.
a. Cost accounting
b. Financial accounting
c. Behavioral accounting
d. Mental accounting
e. Factual accounting
Multiple Choice1. Marketers are always looking for emerging
trends that suggest new marketing opportunities. One such trend is the
metrosexual. Which of the following items would the metrosexual most likely have some interest for?a. An IBM computer.b. Tickets to WWF wrestling.c. Saxophone lessons.d. An all-over body spray by
Axe.e. Cowboy boots made from
elephant hide.2. ________is
the study of how individuals, groups,
and organizations select, buy, use, and dispose of goods, services, ideas, or
experiences to satisfy their needs and wants. a. Target marketing b. Psychographic segmentation c. Psychology d. Consumer behaviorf. Product differentiation3. The fundamental determinant of a persons
wants and behavior is the persons ________.a. psycheb. national originc. cultured. peer groupe. family tree4. A child growing up in the United States is exposed to all of
the following values EXCEPT ________.a. achievement and successb. activityc. efficiency and practicalityd. the importance
of the group in daily lifee. freedom5. Which of the following would be the best
illustration of a subculture?a. A religion.b. A group of close friends.c. Your university.d. A fraternity or sorority.e. Your occupation.6. With respect to facts about
the American consumer, which of the following consumer electronics is owned by
the vast majority of consuming households with a 93 percent reporting
ownership?7.
________
is defined as being relatively homogeneous
and enduring divisions in a society, which are hierarchically ordered and whose
members share similar values, interests, and behavior.a.
Cultureb.
Subculturec.
Social classd.
The familye.
A group8.
Social classes show distinct product and brand preferences in all the following
areas EXCEPT ________.a. clothingb. home furnishingsc. leisure activitiesd. automobilese. fast food9. A persons ________ consist(s) of all the
groups that have a direct
(face-to-face) or indirect influence on his/her attitudes or behavior.a. cultureb. subculturec. psychographicsd. reference groupse. demographics10. A(n) ________ group is one whose values or
behavior an individual rejects.a. aspirationalb. disassociativec. membershipd. primarye. procreational11. If a direct mail marketer wished to direct
promotional efforts toward the
family of ________, efforts need to be directed toward parents and siblings of
the family members.a. orientationb. procreationc. immediacyd. intimacye. reference12. Expected to account for a quarter of the U.S.
population by 2050, ________ are the fastest growing minority.a. African Americansb. Asian Americansc. Hispanic Americansd. European Americanse. Arabic Americans13. The
dominant cohort, with respect to families, for the next fifty years may very
well be the ________ cohort.a. married-couple householdb. single adultsc. single seniorsd. married seniorse. married-couples with parents living with them14. Husbands and
wives display different decision-making roles in most
families. The trend for dominant decision making in families is for ________ to
be responsible for most of the
decisions.a.
the husbandb.
the wifec.
joint decision
making (both husband and wife)d.
holistic decision
makinge.
child-oriented
decision making15. The Disney Channel has become the companys cash cow for its ability to reach the
underserved ________ market8- to 14-year-olds.a. teenb. twixtc. mid-d. tweene. young adult

16. People
choose products that reflect and communicate their role and actual or desired
________ in society.a. groupb. statusc. attitudesd. beliefse. feelings17.
Consumption
may be shaped by ________ (such as marriage, childbirth, or divorce).a. the psychological
life cycleb. the product life cyclec. the life/death life cycled. post-puberty cyclese. critical life events or transitions18. Product
choice is greatly affected by economic circumstances. All of the following
would be among those circumstances
EXCEPT ________.a. spendable incomeb. savings and assetsc. debtsd. occupatione. borrowing power19.
________ is a set of distinguishing
human psychological traits that lead
to relatively consistent and enduring responses to environmental
stimuli.a.
Imageb.
Personalityc.
Beliefsd.
Hereditye.
Culture20. When the Marlboro
Man was depicted in advertising as a rugged outdoor, tough cowboy type, this
was done to establish what is called a ________.a.
trademarkb.
brand
namec.
brand
personalityd.
psychological
approach to advertisinge.
brand
reference21. ________ portrays the whole person
interacting with his or her environment.
a. Attitudeb. Reference groupc. Lifestyled. Culturee. Subculture

22. Consumers today
are experiencing a time famine because of their busy lifestyles. One way to
avoid the difficulties of time famine, which is of particular interest to
marketers, is ________.a. to set fewer goalsb. to multitaskc. to give in to personal burdensd. to report frustration to managemente. to develop a callous attitude toward marketers23. With respect to understanding consumer
behavior, there are four key psychological
processes. All of the following would be among
those processes EXCEPT ________. a. motivationb. perceptionc. learningd. self-reliancee. memory24. A ________ when it is aroused to a sufficient
level of intensity.a. need becomes a motiveb. motive becomes a needc. desire becomes a realityd. unfulfilled demand becomes a crisise. personal demand exceeds the ability to
rationally reject25. ________ assumed that the psychological forces shaping peoples behavior are
largely unconscious, and that a person cannot fully understand his or her own motivations.a. Abraham Maslowb. Frederick Herzbergc. Sigmund Freudd. John Cacioppoe. Karl
Marx26. Frederick Herzberg developed a ________ that
distinguishes dissatisfiers and satisfiers.a. trait-role theoryb. psychological constraint theoryc. probability scaled. leadership modele. two-factor theory27.
At the top of Maslows hierarchy of needs (shown as a pyramid in the text) are
________ needs. a. esteemb. self-actualizationc. sociald. safetye. physiological 28. It has been estimated that the average person
is exposed to over ________ ads or brand communications a day. a. 1,500b. 1,300c. 1,000d. 800e. 50029.
________
is the tendency to interpret information in a way that will fit our
preconceptions.a. Selective retentionb. Cognitive dissonancec. Selective distortiond. Subliminal perceptione. Discrimination30. A cigarette ad has a picture of a young man
laying on his back and dreamily looking at clouds in the sky. Though not
readily obvious to the casual reader, there is a message in the clouds that
says r-e-l-a-x. This would be an example
of which of the following?a. Selective distortionb. Cognitive dissonancec. Selective retentiond. Subliminal perceptione. Short-term memory31. A ________ is a strong internal stimulus impelling action.a. cueb. drivec. reinforcementd. discriminatione. belief32. ________ teaches marketers that they can
build demand for a product by associating it with strong drives, using motivating cues, and providing positive
reinforcementa. Demand theoryb. Learning theoryc. Economic theoryd. Psychological theorye. Demographic
theory33.
As Rita scans the yellow pages section
of her phone book looking for a florist, she sees several others products and
services advertised. Though interesting on first glance, she quickly returns to
her primary task of finding a florist. The items that distracted her from her
search were most likely stored in
which of the following types of memory?
a.
Short-term
memoryb.
Long-term
memoryc.
Middle
memoryd.
Subconscious
memorye.
Subliminal
memory34.
Brand associations consist of all the
brand-related thoughts, feelings, perceptions, images, experiences, beliefs,
attitudes, and so on that become linked to the brand ________.a.
stimulusb.
linkc.
connectiond.
personalitye.
node35.
In general, the more
attention placed on the meaning of information during ________, the stronger
the resulting associations in memory
will be.a.
encodingb.
decodingc.
classificationd.
retrievale.
memorization36.
Repeated exposures to information
provide greater opportunity for processing and thus the potential for ________.
a. more profitsb. more salesc. stronger associationsd. increased brand personalitye. more one-to-one relationships37. Cognitive psychologists
believe that memory is ________, so
that once information becomes stored in memory,
its strength of association decays very slowly.a. very limitedb. somewhat limitedc. fluidd. often reflectivee. extremely durable38.
The five-stage model
of the consumer buying process includes all of the following stages EXCEPT
________.a. problem recognitionb. information searchc. social interactiond. purchase decisione. influencer39.
The buying process starts when the buyer recognizes a _________. a. product b. an advertisement for the product c. a salesperson from a previous visit d. problem or need e. an internal cue40. Which of the following is considered to be a more advanced form of information search wherein the
person might phone friends or go online to secure information about a product
or service?a. Heightened attentionb. Short-term memory
processingc. Subliminal processing of informationd. Long-term memory
processinge. Active information search41. Of key interest to marketers are the major
informational sources to which the consumer will turn and the relative importance of each. Which of the following would be
considered to be an experiential information source?a. Consumer-rating organizations.b. The mass media.c. Acquaintances.d. Web sites.e. Using the product itself.42.
Which
of the following is considered to be biggest single source of consumer
information from a commercial source (over 40 percent of car buyers use this
source to gather information)?a.
The
U.S.
Chamber of Commerceb.
J.D.
Power & Associatesc.
Consumer Reportsd.
The
Better Business Bureaue.
Underwriters Laboratory43.
Brands
that meet consumers initial buying criteria are called the ________.a.
total
setb.
awareness
setc.
consideration
setd.
choice
sete.
decision
set 44.
With
respect to consumer decision making, the ________ is the set of strong
contenders from which one will be chosen as a supplier of a good or service.a.
total
setb.
awareness
setc.
consideration
setd.
choice
sete.
decision
set45.
A(n)
________ is a descriptive thought that a person holds about something.a.
attitudeb.
belief
c.
desired.
feelinge.
emotion46. A(n) ________ puts people into a frame of
mind: liking or disliking an object, moving
toward or away from it.a.
attitudeb.
beliefc.
feelingd.
positione.
stance47.
The
expectancy-value model of attitude
formation posits that consumers evaluate products and services by combining
their ________.a.
needsb.
wantsc.
desiresd.
brand
beliefse.
consuming
attitudes48. All of the following would be considered to
be strategies for approaching consumers who had rejected your companys model
of a product for another competitive
brand EXCEPT ________. a.
redesign your companys
productb.
alter beliefs about your companys
brandc.
covertly alter the qualitative data about your
productd.
alter beliefs about competitors
brandse.
call attention to neglected attributes49. Customer value analysis
reveals the companys strengths and
weaknesses relative to various competitors.
Which of the following would be considered to be the first step in this
process?a.
Monitor customer values over time.b.
Assess the quantitative importance
of the different attributes.c.
Assess the company
and competitors performances on
customer values.d.
Identify the major attributes customers value.e. Examine customer ratings of the company and competitors.50. With respect to consumer purchase intention,
all of the following would be among
the sub-decisions made by consumers EXCEPT ________.a. emotional
valueb. brandc. dealerd. timinge. payment method51. With the ________ heuristic,
the consumer sets a minimum acceptable cutoff level for each attribute and
chooses the first alternative that meets the minimum standard for all
attributes.a.
conjunctiveb.
lexicographicc.
elimination-by-aspectsd.
primarye.
secondary52. Even if consumers form brand evaluations, two
general factors can intervene between the purchase intention and the purchase
decision. One of these is unanticipated situational factors. What is the second
factor?a.
Amount of purchasing power.b.
Attitudes
of others.c.
Short-term
memory capabilities.d.
Ability
to return merchandise.e.
The
self-concept.53.
________
risk occurs if the product fails to perform up to expectations.a.
Physical
b.
Financial
c.
Social
d.
Psychological
e.
Functional
54.
If performance meets consumer expectations, the
consumer is ________.a.
delightedb.
satisfiedc.
disappointed d.surprised e. overwhelmed55.
A key driver of sales frequency is the ________
rate.a.
product consumptionb.
disposalc.
refusald.
utility
e.
option
56.
The
level of engagement and active processing undertaken by the consumer in responding
to a marketing stimulus is called ________.a.
elaboration
likelihoodb.
consumer
disengagementc.
consumer
involvementd.
variety-seekinge.
low-involvement57. If a consumer is persuaded
to buy a product by a message that requires little thought and is based on an association
with a brands positive consumption
experiences from the past, the consumer used a ________ to arrive at this
purchase decision.a. central routeb. peripheral routec. behavioral routed. subjective routee. objective route58. With the ________, predictions of usage are
based on quickness and ease of
use.a.
availability heuristicb.
representative heuristicc.
anchoring heuristicd.
adjustment heuristice.
semantic heuristic59. Ben always reaches for the bright blue and
yellow box of Ritz crackers when he visits the snack food aisle in the grocery
store. He rarely even reads the box or checks
the price. Which of the following heuristics is most
likely being used by Ben?a. Availabilityb. Representativec. Anchoringd. Adjustmente. Semantic60. ________ refers to the manner by which consumers
code, categorize, and evaluate financial outcomes of choices. a. Cost accountingb. Financial accountingc. Behavioral accountingd. Mental accountinge. Factual accounting

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