Deck 6: Analyzing Consumer Markets

Question 1

Identify an economic circumstance that can greatly affect any product or brand choice.

A) retirement
B) values
C) lifestyle
D) borrowing power
E) relocation

Answer 1

D

Question 2

When Gary was a high school student, he enjoyed rock music and regularly purchased hip clothing sported by his favorite rock band. However, five years later, when Gary became an accountant, his preference shifted toward formal clothing. Which of the following personal characteristics is likely to have had the most influence on Gary's preferences during his high school days?

A) education
B) age
C) income
D) gender
E) physiological needs

Answer 2

B

Question 3

For a high school student, Tim is highly concerned about environmental issues. He is a strong supporter of the garbage recycling and afforestation campaigns taken up by the environmental activists in his neighborhood. He wants to become a full time volunteer for their upcoming wildlife protection program and has even saved money to contribute to the cause. This group of environmental activists can be categorized under which of the following reference groups?

A) primary group
B) secondary group
C) aspirational group
D) dissociative group
E) cognitive group

Answer 3

C

Question 4

________ 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) Mind mapping
C) Consumer activism
D) Consumer behavior
E) Product differentiation

Question 5

________ refers to a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli.

A) Image
B) Personality
C) Psychological transformation
D) Lifestyle
E) Acculturation

Question 6

A(n) ________ group is one whose values or behavior an individual rejects.

A) aspirational
B) dissociative
C) membership
D) primary
E) procreational

Question 7

Brand personality analysts identified the popular music channel MTV as daring, spirited, and highly imaginative. As per Jennifer Aaker's research, which of the following brand personality traits best suits MTV?

A) excitement
B) sincerity
C) competence
D) ruggedness
E) sophistication

Question 8

Consumers often choose and use brands that have a brand personality consistent with how they see themselves, also known as the ________ self-concept.

A) actual
B) ideal
C) others'
D) prohibitive
E) suggestive

Question 9

A person's ________ consist(s) of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior.

A) subculture
B) family
C) social class
D) reference groups
E) social networks

Question 10

Social classes differ in media preferences, with upper-class consumers often preferring ________ and lower-class consumers often preferring television.

A) movies
B) radio
C) video or computer games
D) magazines and books
E) music downloads

Question 11

Consumers often choose and use brands that have a brand personality consistent with how they think others view them, also known as the ________ self-concept.

A) actual
B) others'
C) ideal
D) dual
E) perceptual

Question 12

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

Question 13

The relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests, and behavior constitute a ________.

A) culture
B) subculture
C) social class
D) family
E) group

Question 14

Joe is a computer service technician. People in his neighborhood usually depend on his suggestions for purchasing any computer accessory or hardware, as they believe that he has access to far more information on computer technology than the average consumer. The neighbors are also aware that Joe has the required knowledge and background for understanding the technical properties of the products. Within this context, Joe can be called a(n) ________.

A) transactional leader
B) opinion leader
C) role model
D) gate-keeper
E) international marketer

Question 15

Marriage, childbirth, and divorce constitute the ________ that shape the consumption pattern of individuals.

A) psychological life cycle
B) product life cycle
C) social status
D) post-puberty cycles
E) critical life events

Question 16

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

Question 17

Consumers who are highly sensitive to how others see them and who choose brands whose personalities fit the consumption situation are called ________.

A) change agents
B) self motivators
C) self monitors
D) self adapters
E) opinion leaders

Question 18

The Marlboro Man was depicted in the advertisements of Marlboro cigarettes as a rugged outdoor, tough cowboy type. This was done to establish what is called ________.

A) trademarking
B) a brand name
C) a brand personality
D) co-branding
E) a brand reference

Question 19

Jason writes a weekly column in his school's newspaper about movies he has seen, books he has read, and concerts he has attended. His column provides information and opinions. Feedback from his fellow students is positive, and they are appreciative of the advice that is given. Which of the following would be the most apt description of the role played by Jason?

A) silent majority
B) protestor
C) protector
D) adapter
E) opinion leader

Question 20

The family in a buyer's life consisting of parents and siblings is the ________.

A) family of procreation
B) family of influence
C) family of efficiency
D) family of orientation
E) purchasing family

Question 21

When Ketan went to college he had a burning desire to join a social fraternity; for Ketan, the fraternity would be a dissociative group.

Question 22

A person's personality portrays the "whole person" interacting with his or her environment.

Question 23

Ford Motors uses the ad caption "Magnify the Adventure" to promote its latest SUV, the Ford Endeavour. The ad features the car traveling through an uneven, rocky terrain. Within the context of Jennifer Aaker's brand personality analysis, Ford Endeavour is most likely to be strong on which of the following traits?

A) sincerity
B) intelligence
C) imagination
D) sophistication
E) ruggedness

Question 24

The behavior people exhibit as they pass through certain life-cycle stages, such as becoming a parent, is largely fixed and does not change over time.

Question 25

Members within a social class tend to behave more alike compared to members from two different social classes.

Question 26

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

A) Attitude
B) Personality
C) Lifestyle
D) Self-concept
E) Subculture

Question 27

Whereas economic circumstances can have a profound effect on consumption, occupation does not impact how people spend their money and what they buy.

Question 28

IKEA has achieved global recognition by offering consumers leading-edge Scandinavian furniture at affordable prices. IKEA is delivering value to consumers who are ________ constrained.

A) money
B) time
C) brand
D) value
E) self-concept

Question 29

According to the research conducted by Jennifer Aaker, one of the five traits of a product's brand personality is its physical structure.

Question 30

Marketers need to be aware of the status-symbol potential of brands because people usually choose products which reflect their role and their actual or desired status in a society.

Question 31

Marketers who target consumers on the basis of their ________ believe that they can influence purchase behavior by appealing to people's inner selves.

A) time famine
B) sophistication
C) money constrain
D) social class
E) core values

Question 32

Secondary groups require continuous interaction to be effective and meaningful.

Question 33

The five brand personality traits identified by Jennifer Aaker are consistently observed regardless of nationality or culture.

Question 34

A person's position in a group is defined in terms of role and status.

Question 35

Groups that have an indirect influence on a person's attitude or behavior can be a part of his or her reference groups.

Question 36

Brand personality is the specific mix of human traits that may be attributed to a particular brand.

Question 37

An example of a subculture would be a person's geographic region.

Question 38

Within the context of Jennifer Aaker's analysis, identify the brand personality that can be associated with a new product whose promotional messages consistently portray it as being reliable, intelligent, and successful.

A) sincerity
B) excitement
C) competence
D) sophistication
E) ruggedness

Question 39

Social class is the fundamental determinant of a person's wants and behavior.

Question 40

For an employee at an organization, an annual appraisal can be considered a critical life event that impacts his or her consumption behavior.

Question 41

An opinion leader is the person in informal, product-related communications who offers advice or information about a specific product or product category, such as which of several brands is best or how a particular product may be used. According to the text, how do marketers try to reach opinion leaders?

Question 42

Culture is the fundamental determinant of a person's wants and behavior. The growing child acquires a set of values, perceptions, preferences, and behaviors through his or her family and other key institutions. What values are typical American young children exposed to?

Question 43

Explain the differences between a role and status.

Question 44

The family is the most important consumer buying organization in society, and family members constitute the most influential primary reference group. We can distinguish between two family categorization in the buyer's life. Name the two families and their impact on buying behavior.

Question 45

Consumers who experience money constraints are prone to multitasking.

Question 46

Marketers embed covert messages in ads or packaging of which the consumers are not consciously aware, yet it affects their behavior. This technique employed by the marketers targets the ________ of a consumer.

A) selective attention
B) selective distortion
C) subliminal perception
D) voluntary attention
E) selective retention

Question 47

Mention the personal factors that can influence the decision of a buyer.

Question 48

The starting point for understanding consumer behavior is the ________ model in which marketing and environmental stimuli enter the consumer's consciousness, and a set of psychological processes combine with certain consumer characteristics to result in decision processes and purchase decisions.

A) self-reliance
B) self-perception
C) psychogenic
D) stimulus-response
E) projective

Question 49

In the exact moment you run out of laundry detergent and realize you need to pick some up at the store, you are in the ________ stage of the buying decision process.

A) information search
B) evaluation of alternatives
C) problem recognition
D) purchase decision
E) postpurchase behavior

Question 50

Which of the following theories developed by Frederick Herzberg distinguishes dissatisfiers from satisfiers?

A) trait-role theory
B) psychological constraint theory
C) probability theory
D) leadership model
E) two-factor theory

Question 51

Explain the differences between culture, subculture, and social class.

Question 52

Which of the following techniques was suggested by Freud to trace a person's motivations from the stated instrumental ones to the more terminal ones?

A) laddering
B) word association
C) role playing
D) casting
E) selective attention

Question 53

________ assumed that the psychological forces shaping people's 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

Question 54

What is brand personality and what are the five traits that have been linked to it?

Question 55

Each person has personality characteristics that influence his or her buying behavior. What does personality mean in terms of buying traits?

Question 56

________ 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) Selective embellishment

Question 57

________ is the process by which we select, organize, and interpret information inputs to create a meaningful picture of the world.

A) Consumption
B) Perception
C) Acculturation
D) Assimilation
E) Cognitive dissonance

Question 58

What is a reference group? Describe three different types of reference groups that can have an impact on a consumer's purchasing behavior.

Question 59

________ can work to the advantage of marketers with strong brands when consumers make neutral or ambiguous brand information more positive.

A) Selective attention
B) Selective distortion
C) Selective retention
D) Selective choice
E) Selective embellishment

Question 60

At the top of Maslow's hierarchy of needs (shown as a pyramid in the text) are ________ needs.

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

Question 61

Perception depends only on the physical stimuli experienced by the person.

Question 62

Betsy, a teenager, uses most of her after-school hours in either playing tennis or watching movies. She barely manages to concentrate on her lessons for a couple of hours before exams. Being questioned about her substandard performance in school, she points out the teacher's inability to complete the entire course during the school hours as the possible reason. Betsy's behavior is most likely to be associated with ________.

A) generalization
B) hedonic bias
C) discrimination
D) selective attention
E) psychological repositioning

Question 63

Sensory memory is the virtually unlimited repository where information that we encounter as we go through life ends up.

Question 64

The ________ says people have a general tendency to attribute success to themselves and failure to external causes.

A) availability heuristic
B) trait-role theory
C) awareness set
D) generalization theory
E) hedonic bias

Question 65

The associative network memory model views long-term memory as ________.

A) a subliminal perception
B) the interplay of drives
C) a strong internal stimulus impelling action
D) a temporary and limited repository of information
E) a set of nodes and links

Question 66

Sigmund Freud assumed that the psychological forces shaping people's behavior are largely unconscious, and that people cannot fully understand their motivations.

Question 67

According to Herzberg's two-factor theory, satisfiers will make the major difference as to which brand the customer buys.

Question 68

In Maslow's Hierarchy of Needs, a sense of belonging and love are examples of social needs.

Question 69

Psychogenic needs arise from the physiological states of tension such as hunger or discomfort.

Question 70

Selective attention is the tendency to interpret information in a way that will fit our preconceptions.

Question 71

People are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli.

Question 72

When Chrysler decided to offer the PT Cruiser, they did so based on the recommendations of Ernest Dichter, who helped them unlock the code, or the unconscious meaning people give to a particular market offering.

Question 73

Cognitive psychologists believe that memory is ________, so that once information becomes stored in memory, its strength of association decays very slowly.

A) highly perceptual
B) somewhat collective
C) highly communicative
D) often reflective
E) extremely durable

Question 74

________ theory 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
B) Learning
C) Economic
D) Psychological
E) Demographic

Question 75

Amtex electronics, a consumer products brand, frequently advertises its products inside supermarkets and retail stores to promote the process of memory ________ and stimulate purchase.

A) verification
B) retrieval
C) decoding
D) formation
E) augmentation

Question 76

As Rita scans the yellow pages section of her phonebook looking for a florist, she sees several other 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 initial 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

Question 77

________ refers to the process in which information gets out of memory.

A) Memory encoding
B) Memory decoding
C) Memory classification
D) Memory retrieval
E) Memorization

Question 78

When State Farm uses consumer research to create a mental map of consumers that indicates that consumers perceive State Farm as conservative, safe, responsive, and convenient, they are interested in subliminal perceptions.

Question 79

According to Maslow's hierarchy of needs model, recognition, self-esteem, and status constitute a person's social needs.

Question 80

Anne is a frequent purchaser of Yoplait strawberry yogurt. For once, she decides to try a different flavored yogurt. Instead of trying out the flavors offered by competing brands, Anne selects a different flavor offered by Yoplait. Here, her past experience with the brand prompts her to make the choice. Anne's behavior can be best described as ________.

A) fallacy of proposition
B) associative networking
C) generalization
D) heuristic thinking
E) self-actualization