Deck 1: Understanding Consumer Behavior

Question 1

Which of the following statements is true of consumer behavior?

A) It is limited to the study of how consumers buy products.
B) It reflects the actions of a single consumer rather than a group of consumers.
C) It is related to how consumers make acquisition decisions rather than disposition decisions.
D) It deals with the purchase of tangible goods but not services.
E) It affects decisions about managing debt.

Answer 1

E

Question 2

A brand name is better remembered when placed in an ad that has interesting and unrelated visuals.

Answer 2

False

Question 3

Usage is at the core of consumer behavior.

Answer 3

True

Question 4

Before consumers can make decisions, they must have some source of knowledge or information upon which to base their decisions.

Question 5

Research indicates that consumers find it difficult to understand the differences between brands when they view a chart, matrix, or grid comparing brands and their attributes.

Question 6

Buying represents one type of acquisition behavior.

Question 7

Consumer behavior reflects more than the way that a product is acquired by a single person at any one point in time.

Question 8

The many factors that affect acquisition, usage, and disposition decisions can be classified into four broad domains: the psychological core, the process of making decisions, the consumer's culture, and consumer behavior outcomes.

Question 9

Consumer behavior is the totality of consumers' decisions with respect to the acquisition, consumption, and disposition of goods, services, time, and ideas by human decision-making units over time.

Question 10

Culture refers to the typical or expected behaviors, norms, and ideas that characterize a group of people.

Question 11

The sequence of acquisition, consumption, and disposition does not occur over time.

Question 12

Sellers should create the endowment effect by setting a higher price for goods than buyers are willing to pay.

Question 13

Linda runs a small café. At the end of the day, she recycles all paper and plastic. In the context of consumer behavior, this is an example of _____.

A) preattentive processing
B) purchase behavior
C) zapping
D) disposition behavior
E) zipping

Question 14

An offering is a product, service, activity, or idea:

A)
That is acquired but not used by consumers.
B) that is used but not acquired by consumers.
C) marketed by a firm but not yet available in the marketplace.
D) made available by a marketing organization to consumers.
E) that is in the marketplace but not yet accepted by consumers.

Question 15

The process by which a consumer comes to own an offering is known as _____.

A)
Usage
B) disposition
C) comprehension
D) acquisition
E) perception

Question 16

Disposition is the process by which a consumer uses an offering.

Question 17

Which of the following statements is true of acquisition behavior?

A) Attitudes toward materialism, status, and self-concept do not play a role in acquisition behavior.
B) Consumers tend to procrastinate in redeeming coupons and gift cards when deadlines are close.
C) Ways of obtaining goods and services include renting, leasing, trading, and sharing.
D) Disposition represents one type of acquisition behavior.
E) Acquisition behavior of one customer cannot be linked with disposition behavior of another customer.

Question 18

Identify a true statement about the consumer behavior process.

A) Consumers do not make decisions about where to consume various products.
B) Culture does not influence consumers' acquisition, disposition, or usage behavior.
C) Consumer behavior is a dynamic process.
D) Finding a new use for a tangible product is a way to dispose of an offering temporarily.
E) Lending represents one type of acquisition behavior.

Question 19

One reason marketing managers study consumer behavior is to create public awareness of inappropriate practices.

Question 20

Marketing managers need to understand consumer behavior to protect consumers from unfair, unsafe, or inappropriate marketing practices.

Question 21

Mike wants to buy a computer. His friend, Gregory, researches the various brands of computers in the market and helps Mike choose one. As Mike is about to buy it, Mike's father mentions that the brand Mike has chosen is mediocre compared with the other brands in the market. In this scenario, Mike's father plays the role of the _____.

A) influencer
B) purchaser
C) user
D) ethicist
E) policy maker

Question 22

_____ covers motivation, ability, and opportunity; exposure, attention, perception, and comprehension; memory and knowledge; and attitudes about an offering.

A) The psychological core
B) The process of making decisions
C) The consumer's culture
D) Consumer behavior outcomes
E) Behavior within a firm

Question 23

Russell and his family are thinking about getting a new big-screen television. He has researched different brands, models, and prices of televisions from the Internet. In this scenario, Russell is the _____.

A) policy maker
B) purchaser
C) influencer
D) disposer
E) cord-cutter

Question 24

Gregory, a pianist, wants to join a famous orchestra. He wants to buy an antique piano that has been put up for sale so that he can practice. In the context of consumer behavior, Gregory's desire to buy the piano is an example of _____.

A) information search
B) perception
C) motivation
D) exposure
E) postpurchase evaluation

Question 25

When consumers have the opportunity to be exposed to information about a product, they need to _____ and attend to information.

A) dispose
B) perceive
C) develop attitudes
D) form memories
E) recognize problems

Question 26

Alex plans to purchase a new automobile. His experience as an auto mechanic helps him decide which automobile will be suitable for him. In this case, Alex's experience as an auto mechanic acts as the _____ to purchase the new automobile.

A) ability
B) perception
C) symbol
D) exposure
E) opportunity

Question 27

Jude wants to purchase a new mouse for his computer. He wants it to be ergonomic, functional, and durable. He invests considerable time and energy before making a decision. This is an example of _____.

A) a disposition method
B) long-term memory retrieval
C) a high-effort decision
D) postdecision evaluation
E) diffusion of ideas

Question 28

Tomas, a tennis player, has fractured his elbow and has been advised not to play tennis for a few months. He decides to temporarily dispose of his tennis racket until he has healed. In this case, which of the following should Tomas do to accomplish this?

A) He should sell his tennis racket.
B) He should rent his tennis racket.
C) He should throw away his tennis racket.
D) He should send his tennis racket to a recycling center.
E) He should give his tennis racket away.

Question 29

Problem recognition occurs when we:

A) form an attitude.
B) purchase an offering.
C) expose ourselves to persuasive information.
D) realize that we have an unfulfilled need.
E) categorize information in a schematic framework.

Question 30

Which of the following statements is true of attitudes?

A) They do not change over time.
B) They are conscious and definite choices.
C) They always culminate in a purchase decision.
D) They do not play a role in acquisition behavior.
E) They do not always predict behavior.

Question 31

George goes to a restaurant for dinner with his family. The service and the food at the restaurant are not up to standard. After they leave, George wonders whether his choice of restaurant was good. In this case, George is in the _____ stage of making decisions.

A) problem recognition
B) information search
C) pretesting
D) postpurchase evaluation
E) acquisition

Question 32

Which of the following is a way of disposing of an offering permanently?

A) Buying
B) Borrowing
C) Finding
D) Selling
E) Leasing

Question 33

Disposable cameras were unsuccessful when they were launched in the market. Consumers doubted whether they could take good pictures. When disposable cameras were repositioned "for those who forgot their camera on vacation" or "for those who do not want to ruin their expensive camera on the beach or slopes," sales increased. This could be best thought of as a successful example of marketers understanding:

A) how consumers dispose of cameras.
B) why consumers acquire cameras.
C) media marketing techniques.
D) the limits of disposable optical engineering.
E) the information search process.

Question 34

Fructose Inc., a soft drink manufacturer, has launched a new advertising campaign. The slogan of the campaign is "Orange juice isn't just for breakfast anymore." The campaign is an example of:

A) encouraging the collection of products.
B) changing why people use orange juice.
C) changing how people use orange juice.
D) changing whether people use orange juice.
E) affecting when people use orange juice.

Question 35

Which of the following is a way to get rid of an offering temporarily?

A) Finding a new use for the offering
B) Lending the offering
C) Throwing away the offering
D) Sending the offering to a recycling center
E) Giving the offering away

Question 36

Anne wants to purchase a new computer. She decides to go on a vacation before making the purchase. In this case, her vacation provides her with the _____ to learn as much as possible about purchasing the computer.

A) attention
B) perception
C) motivation
D) exposure
E) opportunity

Question 37

Benjamin has been buying generic brake oil for years. When he watches an advertisement for a new type of brake oil, he pays attention to the ad and understands the information in it. In this scenario, Benjamin is involved in _____.

A) problem recognition
B) finding opportunity
C) disposition
D) perception
E) making postdecision evaluation

Question 38

Curtis likes to drink soda. He takes the empty bottles and cans that he has collected to his wife, who uses them to make art. This is an example of how to:

A) dispose a product.
B) find new use for an offering.
C) share an offering.
D) get rid of items temporarily.
E) get rid of items permanently.

Question 39

Kimberly wants to learn about the latest developments in agricultural tools and equipment. She attends many trade shows and conferences on these products. In this case, Kimberly's action of attending these events is an example of _____.

A) making judgement
B) making postpurchase evaluation
C) using symbol
D) gaining exposure
E) retrieving memory

Question 40

Buying, trading, bartering are examples of consumers engaging in _____.

A) usage
B) acquisition
C) positioning
D) repositioning
E) white sales

Question 41

One reason why so many prices end in the number 9 is that they:

A) increase the credibility of manufacturers.
B) are easy to understand for consumers.
C) enhance consumer perception of product quality.
D) are perceived by consumers to be cheaper.
E) are fixed by market demand as default.

Question 42

Weldine Inc. is an online seller of second-hand electronics. On Black Friday, it sells its products at a discount of 80 percent. This is an example of _____.

A) advertising copy testing
B) misleading advertising
C) pretesting
D) perceptual mapping
E) white sales

Question 43

Explain consumer behavior.

Question 44

The advertising department of Locder Inc. has come up with a new set of advertising campaigns. The advertising manager determines the effectiveness of the new ads before they are broadcast. In this scenario, the advertising manager of Locder Inc. is involved in _____.

A) advertising copy testing
B) misleading advertising
C) disposition
D) perceptual mapping
E) white sales

Question 45

Pentrall Bros. is a seller of used automobiles. A research study conducted by the company indicates that customers are not willing to pay more than 70 percent of the market price of a new car for a used car. In light of this, the company makes sure that the prices of used cars are not set higher than 70 percent of the market value. In this scenario, Pentrall Bros. is trying to avoid _____.

A) the endowment effect
B) disposition
C) the sleeper effect
D) repositioning
E) product positioning

Question 46

Which of the following statements is true of positioning?

A) Positioning helps marketers identify consumers who have needs that are not being met.
B) The desired image should reflect how a product is similar to the competition.
C) Positioning helps consumers identify ways to dispose an offering.
D) In a perceptual map, positioned brands share the same quadrant of other brands in the market.
E) Positioning should suggest that the product is superior in one or more attributes valued by the target market.

Question 47

The external signs we use, consciously or unconsciously, to express our identity are known as _____.

A) addictions
B) inept sets
C) inert sets
D) attitudes
E) symbols

Question 48

Scorla Foods, a food products manufacturer, initially manufactured all kinds of food products. Recently, the company started to manufacture and market only organic food products. Due to this change, the company came to be identified as a manufacturer of organic products. In this case, Scorla Foods is involved in _____.

A) repositioning
B) co-branding
C) acquisition
D) resistance
E) problem recognition

Question 49

Which of the following statements is true of marketing communication?

A) Word of mouth spreads fastest through traditional print media.
B) Word of mouth is marketer-controlled.
C) Word of mouth seems less credible to consumers than messages directly controlled by marketers.
D) Sales promotions include premiums, contests, sweepstakes, free samples, coupons, and rebates.
E) A perceptual map measures consumers' physiological and neurological responses to marketing communications.

Question 50

Which of the following statements is true of perceptual maps?

A) The farther companies are to one another on the map, the more similar they are perceived to be.
B) The closer companies are to one another on the map, the less likely they are to be competitors.
C) Brands in the same quadrant of the map are perceived as offering similar benefits to consumers.
D) Perceptual maps cannot be used to determine how offerings can be positioned.
E) Perceptual maps are not depicted as graphs.

Question 51

Understanding consumer behavior is crucial for _____ in developing policies and rules to protect consumers from unfair, unsafe, or inappropriate marketing practices.

A) consumer cooperatives
B) managers
C) regulators
D) reference groups
E) advertisers

Question 52

Magnira Inc. is trying to promote its cosmetics. It offers discounts to customers who post about its products' benefits in their social media accounts. This enables others to know about the company's products. In this case, customers of Magnira Inc. are involved in _____.

A) co-branding
B) disposing
C) word of mouth
D) brand extension
E) perceptual mapping

Question 53

Explain consumer behavior as a dynamic process.

Question 54

Which of the following statements is true of the influence of price on consumers' acquisition, usage, and disposition decisions?

A) When making a purchase, consumers consider how much they must pay in relation to the price of other relevant brands.
B) Consumers perceive prices that end in the number 0 to be cheaper than prices that end in 99.
C) Consumers respond better to a discount presented as a specific amount of money subtracted from the regular price than to a discount presented as a percentage off the regular price.
D) When buying multiple units of a service for one bundled price, consumers feel a great loss if they use only some of the units.
E) Generally, consumers tend to underestimate how much others will pay for goods, particularly when they are selling a product they own.

Question 55

Which of the following is a reason why academics understand consumer behavior?

A) They generate knowledge about consumer behavior when they conduct research focusing on how consumers act, think, and feel.
B) They influence consumers as well as the targeted companies through strategies such as media statements and boycotts.
C) They develop policies and rules to protect consumers from unfair, unsafe, or inappropriate marketing practices.
D) They worry about companies tracking what consumers do online.
E) They support an enforceable "do not track" mechanism that would allow consumers to opt out of online tracking systems.

Question 56

Corbyn wants to be a professional football player. He tries to emulate the behavior of National Football League (NFL) players and pays attention to the advertisements that use NFL players as spokespersons. In this scenario, Corbyn regards the NFL players as _____.

A) a reference group
B) policy makers
C) an advocacy group
D) a target group
E) ethicists

Question 57

Discuss the acquisition, usage, and disposal decisions that a consumer must make.

Question 58

Fourlotts Corp., a safety equipment manufacturer, sends brochures of its latest safety equipment to neighborhoods where theft or robbery is highly prevalent. In this scenario, Fourlotts Corp. is:

A) organizing white sales.
B) organizing sales promotions.
C) determining consumer satisfaction with the attributes of a product.
D) selecting a target market from among numerous segments.
E) acting as policy makers.

Question 59

Nathan is a trained mountain climber. He is a member of a mountaineering club and dons the club's T-shirt during his expeditions. In this scenario, Nathan's T-shirt is an example of _____.

A) a profane thing
B) internal locus of control
C) a symbol
D) external locus of control
E) a consideration set

Question 60

Explain how consumers decide whether to acquire, use, or dispose of an offering.

Question 61

Briefly explain the four domains of consumer behavior.

Question 62

Briefly explain why understanding consumer behavior is crucial for public policy makers and regulators.

Question 63

Explain how reference groups influence consumer decision-making.

Question 64

Briefly explain how understanding consumer behavior helps marketers in selecting target markets.

Question 65

Explain the stage of making postpurchase evaluation in the process of making decisions.

Question 66

Explain how diversity, household, and social class influence a consumer's decisions.

Question 67

Sunny wants to dispose of her unused bike permanently. Discuss ways to dispose of her bike permanently.

Question 68

Discuss how knowledge and information about consumer choices spread or diffuse through a market.

Question 69

Explain how motivation, ability, and opportunity impact the consumer decision-making process.

Question 70

Explain how consumers' culture affect their behavior.

Question 71

Explain why it is important for marketers to understand why consumers acquire, use, or dispose of products.

Question 72

Discuss how market segmentation impacts consumer behavior.

Question 73

Explain why understanding consumer behavior is crucial for ethicists and advocacy groups.

Question 74

Discuss ways of acquiring an offering.

Question 75

List the four stages involved in the process of making decisions.

Question 76

Discuss ways of using an offering.

Question 77

Describe the process of exposure, perception, and attention to information.

Question 78

Discuss how customers form and change attitudes toward decisions.

Question 79

Explain how understanding consumer behavior helps marketers.

Question 80

Explain a high-effort decision.