Deck 4: Perspectives on Consumer Behavior

Question 1

When the consumer is in the stage of information search in the decision-making process, the relevant internal psychological process is motivation.
When the consumer is in the stage of information search in the decision-making process, the relevant internal psychological process is perception.

Answer 1

False

Question 2

When Coca-Cola uses the color red to create contrast from other ads, it is focusing on its brand identity and trying to overcome selective exposure.
In this example, Coca-Cola is using contrast to overcome selective attention, which occurs when the consumers chooses to focus attention on some stimuli while excluding others, not selective exposure, which occurs when consumers choose whether or not to make themselves available to information.

Answer 2

False

Question 3

When Mariah Carey's perfume associated its product with the looks and sweetness of lollipops, it was an example of applying cognitive learning theory.
The association of Mariah Carey's perfume with lollipops is actually an application of classical conditioning, which falls under behavioral learning theory.

Answer 3

False

Question 4

In order to be successful, marketers need to know the specific needs customers are attempting to satisfy and how they translate into purchase criteria.
Marketers need to know the specific needs customers are attempting to satisfy and how they translate into purchase criteria.They also need to understand how consumers gather information regarding various alternatives and use this information to select among competing brands, and how they make purchase decisions.

Question 5

The insight that women like to bake cakes because they feel like they are giving birth to a baby was due to a finding from motivation research.
Motivation researchers use a variety of methodologies to gain insight into the underlying causes of consumer behavior. Consumers are encouraged to bring out associations related to products and brands.

Question 6

When a consumer's internal psychological process is attitude formation, she is likely to be in the stage of purchase decision in the decision-making process.
When a consumer's internal psychological process is attitude formation, she is likely to be in the stage of alternative evaluation in the decision-making process.

Question 7

When Carfax shows how using its service will help avoid negative consequences, it is an application of classical conditioning.
Reinforcement is associated with instrumental conditioning, not classical conditioning.

Question 8

According to classical conditioning theory, there is no preexisting relationship between an unconditioned stimulus and unconditioned response.
Classical conditioning assumes that learning is an associative process with an already existing relationship between a stimulus and a response.Because this relationship exists before the conditioning process, the stimulus is referred to as an unconditioned stimulus and the response is referred to as an unconditioned response.

Question 9

Those who relate psychoanalytic theory to consumer behavior believe that consumers know why they want the products they wish to buy.
Those who attempt to relate psychoanalytic theory to consumer behavior believe consumers' motivations for purchasing are often very complex and unclear to the casual observer-and to the consumers themselves.Many motives for purchase and/or consumption may be driven by deep motives one can determine only by probing the subconscious.

Question 10

Determining how much and which sources of external information to use involves several factors, including the importance of the purchase decision, the effort needed to acquire information, the amount of past experience relevant, the degree of perceived risk associated with the purchase, and the time available.
The importance of the purchase decision, the effort needed to acquire information, the amount of past experience relevant, the degree of perceived risk associated with the purchase, and the time available all affect the amount of information one seeks. Complex purchases tend to result in the consultation of more information sources.

Question 11

The exact size of the evoked set varies from one consumer to another and depends on factors such as the importance of the purchase.
The exact size of the evoked set (sometimes referred to as the consideration threat) varies from one consumer to another and depends on such factors as the importance of the purchase and the amount of time and energy the consumer wants to spend comparing alternatives.

Question 12

Learning occurs more slowly but lasts longer when a partial or intermittent reinforcement schedule is used and only some of the individual's responses are rewarded.
Learning occurs more slowly but lasts longer when a partial or intermittent reinforcement schedule is used and only some of the individual's responses are rewarded.Promotional programs have partial reinforcement schedules.

Question 13

Some purchase decisions are incidental, and may result from little more than seeing a product prominently displayed at a discount price in a store.
While many products and services are purchased after a long, detailed process, some purchase decisions are more incidental, including impulse purchases.

Question 14

Multiattribute models help marketers understand and diagnose the underlying basis of consumers' attitudes.
Multiattribute models help marketers understand and diagnose the underlying basis of consumers' attitudes.By understanding the beliefs that underlie consumers' evaluations of a brand and the importance of various attributes or consequences, the marketer is better able to develop communication strategies for creating, changing, or reinforcing brand attitudes.

Question 15

Reinforcement occurs even when an ad encourages consumers to use a particular product or brand to avoid unpleasant consequences.
Many ads emphasize the benefits or rewards a consumer will receive from using a product or service.Reinforcement also occurs when an ad encourages consumers to use a particular product or brand to avoid unpleasant consequences.

Question 16

An individual's perceptual processes usually focus on elements of the environment that are relevant to his or her needs and tune out irrelevant stimuli.
An individual's perceptual processes usually focus on elements of the environment that are relevant to his or her needs and tune out irrelevant stimuli.Two people may perceive the same stimuli in very different ways because they select, attend, and comprehend differently.

Question 17

When a consumer interprets information in a manner that supports her own position, she is said to be engaging in selective retention.
Consumers engage in selective comprehension-interpreting information on the basis of their own attitudes, beliefs, motives, and experiences.They often interpret information in a manner that supports their own position.

Question 18

Although problem recognition is caused by a difference between the consumer's ideal state and actual state, the problem does not always imply a negative state.
Problem recognition is caused by a difference between the consumer's ideal state and actual state.A discrepancy exists between what the consumer wants the situation to be like and what the situation is really like.The problem does not always imply a negative state.

Question 19

Projective techniques are applauded or celebrated for being very specific, recognizing the importance of the external environment, and relying so heavily on the early development of the individual.
On the contrary, psychoanalytic theory has been criticized as being too vague, unresponsive to the external environment, and too reliant on the early development of the individual. It is difficult to verify because it emphasizes the unconscious.

Question 20

In-depth interviews involve a structured questionnaire that includes numerous yes-or-no questions.
In-depth interviews include face-to-face situations in which an interviewer asks a consumer to talk freely in an unstructured interview using specific questions designed to obtain insights into his or her motives, ideas, or opinions.

Question 21

_____ can be defined as the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires.

A)Consumer socialization
B)Consumer culture
C)Consumer behavior
D)Consumer retention
E)Consumer assimilation

Question 22

Which of the following is the most relevant internal psychological process associated with the postpurchase evaluation stage of the consumer decision-making process?

A)motivation
B)perception
C)assimilation
D)learning
E)disintegration

Question 23

Telluride ski resort appeals to the personality or ___________ of skiers, as these can influence purchase decisions.

A)lifestyle
B)loyalty
C)impulses
D)attenuation
E)integration

Question 24

Which of the following statements describes a situation in which marketer-induced problem recognition was used?

A)Shopaholic, a clothing and accessories brand, sends newsletters to all its customers at the end of each summer, stating that their existing wardrobe might be out of style.
B)Ken buys a battery charging case after purchasing a smartphone.
C)Casey purchased Hair Care shampoo but switched to Rejuvenate shampoo when he found that the shampoo contained extensive chemicals.
D)Upgraded, an electronics store, recently sold goods at discounted prices to people who registered themselves on the company's website.
E)Patrick hurt his toe while jogging and realized that his sports shoes were torn.He went to the store to purchase a new pair of shoes.

Question 25

When McCann Erickson asked women to draw and describe how they felt about roaches and discovered that many women associated roaches with men who had abandoned them, and therefore the women preferred roach killers that let them see the roaches die, the agency was using __________________________ research.

A)motivation
B)perception
C)assimilation
D)neuroscience
E)disintegration

Question 26

While psychologists study consumer responses to advertising and other forms of communication in controlled settings, sociologists and anthropologists study behavior in context.
Whereas psychologists often study consumer responses to advertising and other forms of communication in controlled settings, where environmental variables can be kept constant, sociologists and anthropologists study behavior in context.For this reason, they often employ qualitative methodologies such as individual interviews, participant observation studies, and/or ethnographies.

Question 27

Which of the following is the most relevant internal psychological process associated with the alternative evaluation stage of the consumer decision-making process?

A)motivation
B)attitude formation
C)assimilation
D)integration
E)differentiation

Question 28

Jack, a student, has applied for a job in one of the top private banks in the United States.Jack feels securing a job with a private bank would fulfill his desire for steady employment.With respect to Maslow's hierarchy of needs theory, by securing a career in private banking, Jack is most likely to fulfill his _____ needs.

A)physiological
B)esteem
C)social
D)safety
E)self-actualization

Question 29

Everyone believes neuroscience research is superior to all other traditional methods for understanding consumer behavior.
Not everyone is on the neuroscience bandwagon. Neuroscience is a relatively new science; research has been funded by private corporations, and some researchers feel it is more hype than science.

Question 30

Which of the following is the most relevant internal psychological process associated with the problem recognition stage of the consumer decision-making process?

A)employment status
B)motivation
C)assimilation
D)dissociation
E)internalization

Question 31

Which of the following consumer behaviors leads them to seek different brands and try out various options?

A)out-of-mind syndrome
B)consumer assimilation
C)consumer socialization
D)novelty-seeking behavior
E)consumer acculturation

Question 32

Which of the following is the most relevant internal psychological process associated with the purchase decision stage of the consumer decision-making process?

A)externalization
B)perception
C)culturalization
D)integration
E)learning

Question 33

Aspirational reference groups represent groups to which me might like to belong, like when the United States Army shows strong leaders in its ads.
Aspirational reference groups are used in advertisements and promotional strategies.They show groups to which we might like to belong.

Question 34

Marketers encourage _____ by introducing new brands into markets that are already saturated and by using advertising and sales promotion techniques such as free samples, introductory price offers, and coupons.

A)brand switching
B)brand extension
C)brand dilution
D)brand loyalty
E)brand retention

Question 35

Which of the following is the first stage of the consumer decision-making process?

A)problem recognition
B)internal search
C)external search
D)selective exposure
E)selective retention

Question 36

Cognitive learning theory has been criticized for assuming a mechanistic view of the consumer that puts too much emphasis on external stimulus factors.
Behavioral learning theories have been criticized for assuming a mechanistic view of the consumer that puts too much emphasis on external stimulus factors.In contrast, cognitive learning theory focuses on cognitive processes such as perception, formation of beliefs about brands, attitude development and change, and integration that are important to understanding the decision-making process.

Question 37

Which of the following is the most relevant internal psychological process associated with the information search stage of the consumer decision-making process?

A)differentiation
B)perception
C)valuation
D)amalgamation
E)disassociation

Question 38

The more advertisers assess situational determinants of consumer behavior, the more likely they are to succeed in communicating with their target audiences.
To the degree that advertisers can assess situational influences that may be operating, they will increase the likelihood of successfully communicating with their target audiences.If advertisers can isolate a particular time when the listener is likely to be attentive, they will probably earn his or her undivided attention.

Question 39

According to Abraham Maslow's hierarchy of needs, the most basic level of human needs is

A)physiological needs.
B)esteem needs.
C)self-actualization needs.
D)social needs.
E)safety needs.

Question 40

Robert, an automobile engineer, detects a strange noise emanating from the engine of his car.As he is an expert mechanic, he diagnosed that the car required a new fan belt.Which of the following stages of the consumer decision-making process is represented in this scenario?

A)external search
B)postpurchase evaluation
C)problem recognition
D)purchase decision
E)alternative evaluation

Question 41

Psychoanalytic theory was pioneered by

A)Abraham Maslow.
B)Sigmund Freud.
C)Ivan Pavlov.
D)David McClelland.
E)Victor Vroom.

Question 42

Robert, the CEO of a software company in Houston, has fulfilled his career goals.Therefore, he decides to retire and help eliminate societal problems.In order to achieve this, he starts a charitable organization that helps in educating underprivileged children.With respect to Maslow's hierarchy of needs theory, Robert is looking to fulfill his _____ need.

A)physiological
B)social
C)self-actualization
D)esteem
E)safety

Question 43

Which of the following is true of perception?

A)Perception is an external process.
B)Perception involves only one process-sensation.
C)Perception is an individual process.
D)Perception is independent of internal psychological factors.
E)The perceptual process is unaffected by the characteristics of a stimulus like its size and color.

Question 44

The desire to have satisfying relationships with others and feel a sense of love, affection, belonging, and acceptance is a reflection of _____ need.

A)physiological
B)social
C)self-actualization
D)esteem
E)safety

Question 45

_____ is the stage of the consumer decision-making process whereby the individual scans information stored in memory to recall past experiences and/or knowledge regarding various purchase alternatives.

A)Problem recognition
B)Internal information search
C)External information search
D)Alternative evaluation
E)Postpurchase evaluation

Question 46

When Bloomingdale's New York store sprayed Donna Karan's new perfume DKNY onto the sidewalks outside the store to introduce the perfume to consumers, it was trying to increase the level of _______________ so the product would get noticed.

A)comprehension
B)retention
C)sensory input
D)mnemonics
E)subliminal perception

Question 47

Which of the following perception processes is the immediate, direct response to the taste, smell, touch, and hearing of stimuli?

A)selection
B)sensation
C)assimilation
D)disintegration
E)interpretation

Question 48

With respect to the consumer decision-making process, the stage that occurs immediately after the problem recognition stage is

A)elaborative rehearsal.
B)purchase decision.
C)postpurchase evaluation.
D)information search.
E)goal-directed selection.

Question 49

Which of the following best defines perception?

A)It is an associative learning process that helps in associating a product or service with a favorable emotional state.
B)It is the process of presenting a new production process or product into the market and promoting the same to prospective customers.
C)It is the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world.
D)It is the intense emotional response of a consumer when he realizes that a repressed conflict is about to emerge into consciousness.
E)It is a situation that arises when a consumer's prior product knowledge and buying behavior gets distorted and leads to illegal buying situations.

Question 50

With respect to motivation research, which of the following is a face-to-face situation in which an interviewer asks a consumer to talk freely in an unstructured interview using specific questions designed to obtain insights into his or her motives, ideas, or opinions?

A)Focus group interview
B)Stress interview
C)Projective interview
D)Coolhunting
E)In-depth interview

Question 51

Before purchasing a car, John sought advice from his friends and researched auto reviews on the Internet.He also visited car dealers and went for a test-drive.In which of the following stages of the consumer decision-making process is John engaged?

A)internal information search
B)external information search
C)postpurchase evaluation
D)problem recognition
E)evoked set manipulation

Question 52

With respect to motivation research, which of the following is a technique in which small numbers of people with similar backgrounds and/or interests are brought together to discuss a particular product, idea, or issue?

A)in-depth interview
B)delphi technique
C)focus groups
D)association tests
E)nominal group technique

Question 53

Critics of psychoanalytic theory believe any results from motivation research are unusable because

A)the results are too predictable.
B)the theory is too sensitive to external environmental stimuli.
C)the research relies heavily on latter individual development.
D)the theory is too vague.
E)the research lacks flexibility.

Question 54

In the context of motivation research, _____ are efforts designed to gain insights into consumers' values, motives, attitudes, or needs that are difficult to express or identify by having them project these internal states upon some external object.

A)projective techniques
B)focus interviews
C)assimilation techniques
D)association tests
E)subliminal tests

Question 55

According to Abraham Maslow's hierarchy of needs theory, the highest level of needs is _____ needs.

A)physiological
B)safety
C)self-actualization
D)esteem
E)social

Question 56

James, an interviewer, instructs Lily to respond to his questions with the first thing that comes to her mind.James provides Lily with several stimuli such as words, pictures, and ads.With respect to motivation research, James is using a(n)

A)predictive test.
B)in-depth interview.
C)association test.
D)focus group.
E)projective technique.

Question 57

Which of the following is true of the psychoanalytic theory?

A)It is generally considered to have ignored the early development of an individual.
B)It has been criticized for being unresponsive to the external environment.
C)It has proven to be extremely useful as it is structured and easy to administer.
D)It has been validated experimentally.
E)It places less emphasis on the unconscious.

Question 58

Lower-level needs such as hunger and thirst are important to marketers because these needs

A)are the hardest to satisfy.
B)are an ongoing source of motivation for most consumer purchase behavior.
C)require marketers to invest heavily on promotional activities.
D)offer marketers a basis for differentiating their products.
E)are the source for most market development and assimilation strategies.

Question 59

_____ theory is an approach that deals with the structure and development of personality and focuses on the underlying motivations for human behavior.

A)Maslow's hierarchy
B)Psychoanalytic
C)Lamarckian
D)World-systems
E)Structuration

Question 60

Various brands of perfume use scented strips in their ads to influence _____ and to increase the probability that the ad will be perceived.

A)the consumer's level of sensory input
B)consumer personality
C)the internal information search
D)the consumer's cognitive dissonance
E)echoic memory

Question 61

The various brands identified as purchase options to be considered during the alternative evaluation process are known as the consumer's

A)perceptive list.
B)attribution list.
C)neutral list.
D)evoked set.
E)sublimation set.

Question 62

Which of the following is the first step in the selective perception process?

A)selective attention
B)selective comprehension
C)selective integration
D)selective exposure
E)selective retention

Question 63

The step of the perception process where consumers interpret information based on their own attitudes, beliefs, motives, and experiences is known as

A)selective attention.
B)selective exposure.
C)selective comprehension.
D)selective retention.
E)selective conditioning.

Question 64

James wants to buy a new truck.While watching TV, he notices a series of truck ads.However, he fails to notice several other ads including those promoting cosmetics, snack foods, and sodas.In this scenario, James is exhibiting

A)selective attention.
B)selective retention.
C)selective exposure.
D)selective assimilation.
E)selective comprehension.

Question 65

Ads that use telephone numbers that contain the company name are hoping to enhance

A)selective sublimation.
B)selective bias.
C)selective determination.
D)selective retention.
E)selective understanding.

Question 66

During which stage of the consumer decision-making process are evoked sets and evaluative criteria relevant?

A)problem recognition
B)information search
C)postpurchase evaluation
D)alternative evaluation
E)purchase decision

Question 67

_____ are the dimensions or attributes of a product that are used to compare different alternatives.

A)Evaluative criteria
B)Salient beliefs
C)Dissonance motives
D)Attribute bundles
E)Reinforcement criteria

Question 68

Todd buys a fruit-based drink every afternoon.He either buys a Relish apple juice or an orange drink made by Joy Fruit Juices.He will not consider any other brand or type of soft drink because the two drinks make up his

A)latent set.
B)brand attribution list.
C)natural selection list.
D)evoked set.
E)subliminal choices.

Question 69

_____ is the ability to perceive a stimulus that is below the level of conscious awareness.

A)Selective conditioning perception
B)Observer bias
C)Lightness constancy
D)Subliminal perception
E)Stimuli interception

Question 70

With respect to the alternative evaluation stage of the consumer decision-making process, how a golf cart handles, how the brakes on a bicycle work, and how well a stain remover eliminates dirt stains are all examples of

A)functional consequences.
B)psychosocial consequences.
C)schedules of reinforcement.
D)subjective bundles.
E)physiological stimuli.

Question 71

In terms of the alternative evaluation stage of the consumer decision-making process, how you feel when you wear new shoes, the perception of how others like your new hair style, and how a recent weight-loss makes you feel about yourself are all examples of

A)functional consequences.
B)psychosocial consequences.
C)mnemonics.
D)heuristics.
E)physiological consequences.

Question 72

Through the use of mnemonics, advertisers hope consumers will not engage in _____ when they see the advertisements.

A)selective rehearsal
B)selective bias
C)selective comprehension
D)selective retention
E)selective attention

Question 73

Which of the following is an example of a psychosocial consequence?

A)the taste of a soft drink
B)the feeling of prestige associated with wearing a luxury watch
C)the acceleration of an automobile
D)the processing speed of a computer
E)the firmness of a mattress

Question 74

Which of the following is considered to be a subjective evaluative criterion while purchasing an automobile?

A)price
B)warranty
C)fuel economy
D)styling
E)insurance cost

Question 75

_____ are the concrete outcomes of product or service usage that are tangible and directly experienced by consumers.

A)Functional consequences
B)Psychosocial consequences
C)Attribute bundles
D)Subjective consequences
E)Personal stimuli

Question 76

Which of the following is an example of a functional consequence?

A)the need to order champagne to celebrate a birthday
B)the desire to eat a pound of chocolate
C)the feeling of euphoria that accompanies a purchase of a motorcycle
D)the taste of buttered popcorn in a movie theater
E)the joy of finding the perfect gift for a friend

Question 77

Symbols, rhymes, associations, and images that assist in the learning and memory processes are known as

A)drives.
B)cues.
C)mnemonics.
D)trigger points.
E)memes.

Question 78

During which stage of the consumer decision-making process are both functional and psychosocial consequences important considerations?

A)problem recognition
B)information search
C)postpurchase evaluation
D)alternative evaluation
E)observer bias

Question 79

While watching a basketball game on television, Ryan leaves the room during commercial breaks and returns only when the live broadcast returns.If he deliberately avoids viewing commercials, Ryan is likely exhibiting

A)selective attention.
B)selective exposure.
C)selective comprehension.
D)selective retention.
E)selective recall.

Question 80

Which of the following is true of a psychosocial consequence?

A)They are concrete outcomes of products.
B)They are intangible in nature.
C)They are directly experienced by consumers.
D)They lack subjectivity.
E)They are highly impersonal.