Deck 1: What Is CB, and Why Should I Care?

Question 1

Cognitive psychology is helpful in understanding how consumers process information from marketing communications such as advertisements.

Answer 1

True

Question 2

Benefits are the only result of consumption.

Answer 2

False

Question 3

The final step in the consumption process is satisfaction.

Answer 3

False

Question 4

Consumer behaviour represents the process by which goods, services, or ideas are used and transformed into value.

Question 5

Consumer behaviour is the set of value-seeking activities that take place as people go about addressing needs.

Question 6

Costs involve more than just the price of the product.

Question 7

Consumer behaviour focuses primarily on the study of groups of people within a society.

Question 8

Consumer behaviour can be thought of as the actions, reactions, and consequences that take place as the consumer goes through a decision-making process, reaches a decision, and then uses the product.

Question 9

The basic consumption process begins with the consumer recognizing that he or she wants something new.

Question 10

While consumer behaviour refers to human thought and action, it is not considered a field of study.

Question 11

An exchange is the acting out of a decision to give something up in return for something of equal value.

Question 12

Anthropology focuses on the thoughts, feelings, and behaviours that people have as they interact with other people.

Question 13

Psychology is the study of human reactions to their environment.

Question 14

Marketing's roots in economics are evident in the production and distribution of goods.

Question 15

Marketing activities include the production, promotion, pricing, and distribution of goods, services, ideas, and experiences that provide value for consumers and other stakeholders.

Question 16

An understanding of consumer behaviour can mean better business for companies, better public policy for governments, and a better life for individuals.

Question 17

The sub-disciplines of psychology that are highly relevant to consumer behaviour are social psychology and experimental psychology.

Question 18

Consumer behaviour has family roots in other disciplines such as economics, anthropology, and psychology.

Question 19

Consumer behaviour, as a field of study, is a very young field.

Question 20

The basic consumption process involves a consumer assessing the costs and benefits associated with a choice.

Question 21

The roots of interpretive consumer research go back over 150 years to the earliest days of consumer research.

Question 22

The motivational research era in consumer research proved to be very useful in providing satisfying explanations for consumer behaviour on a large scale.

Question 23

Undifferentiated marketers generally adopt a market orientation.

Question 24

Benefits are the physical parts of a product.

Question 25

There are several approaches to studying consumer behaviour, but most researchers agree that the interpretive approach is the best.

Question 26

Niche marketers specialize in serving one market segment.

Question 27

Undifferentiated marketing means that the same basic product is offered to all customers.

Question 28

A market-oriented firm stresses the importance of creating value for customers among all employees.

Question 29

Data generated from qualitative research are considered "researcher-dependent."

Question 30

Anthropology has contributed to consumer behaviour research by allowing researchers to interpret the relationships between consumers and the things they purchase, the products they own, and the activities in which they participate.

Question 31

Interpretive research seeks to explain the inner meanings and motivations associated with specific consumption experiences.

Question 32

A product is a potentially valuable bundle of benefits.

Question 33

The phenomenological researcher relies on highly structured, formal interviews with consumers.

Question 34

Two common interpretative orientations are psychology and sociology.

Question 35

Interaction points refer to direct contacts between the firm and a customer.

Question 36

Quantitative research tools include things such as case analyses, clinical interviews, focus group interviews, and other tools in which data are gathered in a relatively unstructured way.

Question 37

A market orientation means innovation is geared primarily toward making the production process as efficient and economic as possible.

Question 38

Relationship marketing is based on the belief that firm performance is enhanced through repeat business.

Question 39

Differentiated marketing can be taken to the extreme with a practice known as one-to-one marketing.

Question 40

A highly competitive marketplace in which consumers have many alternatives is more likely to result in better customer service than a marketplace with little competition.

Question 41

Customers pay money for products they believe will satisfy their needs and wants. What term refers to this transfer of money for goods or services?

A) benefit gratification
B) consumption
C) transformational marketing
D) exchange

Question 42

An ethnographic approach to studying consumers often involves analyzing the artifacts associated with consumption.

Question 43

What is the term for the negative results of consumption?

A) wants
B) reactions
C) costs
D) consequences

Question 44

A market researcher focuses on the psychological process, including the thoughts, feelings, and behaviour people experience once they realize they have an unmet need. What set of value-seeking activities is the researcher examining?

A) marketing
B) consumer behaviour
C) cognitive psychology
D) consumption

Question 45

Interpretation of quantitative research data is a function of the researcher's opinion.

Question 46

What are the two perspectives from which consumer behaviour can be defined?

A) primary and secondary
B) human thought and behaviour and as a field of study
C) social and psychological
D) based on needs and based on wants

Question 47

Apple sold more than seven million iPads within months of launching the product. Prices for this product ranged from $499 to more than $800, and Apple had difficulty keeping up with the demand. Why were so many iPads sold?

A) satisfaction outweighed demand
B) need was greater than want
C) consumption exceeded the need
D) benefits were greater than costs

Question 48

One demographic trend shaping consumer behaviour is the decreasing birth rates in the U.S. and Europe.

Question 49

Renee is going to a formal dance next month and goes shopping for a full-length gown. What does the gown exemplify in the basic consumption process?

A) need
B) want
C) reaction
D) satisfier

Question 50

One demographic trend impacting marketers is that households increasingly include two primary income providers.

Question 51

Companies must deal only with geographical distances when operating in different countries.

Question 52

A researcher measuring consumers' attitudes toward different brands on a scale ranging from 1 (very negative) to 5 (very positive) is using qualitative research.

Question 53

Poppy has decided that she should buy a car to get to her new job on the opposite side of town. In terms of the basic consumption process, what term refers to this first step?

A) cost and benefit analysis
B) value assessment
C) want specification
D) need realization

Question 54

What is the last step in the basic consumption process?

A) exchange
B) value
C) reaction
D) costs and benefits

Question 55

Henry buys a new laptop because of the numerous features and upgrades that are offered from this newer model. What are these features referred to in terms of the consumption process?

A) costs
B) benefits
C) enhancers
D) satisfiers

Question 56

What term refers to the decision to give something up in return for something of greater value?

A) exchange
B) marketing
C) consumption
D) consumer behaviour

Question 57

Qualitative research better enables researchers to test hypotheses as compared to quantitative research.

Question 58

The Internet has made geographical distance almost a non-issue.

Question 59

Trends shaping the value received by consumers include internationalization, technological changes, changing communications, changing demographics, and the changing economy.

Question 60

Dana and John are expecting their first child and are purchasing furniture for the nursery. They are searching the Internet, reading parents' magazines and paying attention to the advertisements, and visiting many stores because they want to purchase the best quality furniture that fits their budget. In relation to the consumption process, what term refers to the effort they are expending to ensure they make the right decision?

A) cost
B) reaction
C) value outcome
D) benefit

Question 61

John is a psychologist who analyzes the thoughts, feelings, and behaviours that people have as they interact with other people in groups. What type of psychologist is John?

A) qualitative psychologist
B) group psychologist
C) cognitive psychologist
D) social psychologist

Question 62

Which discipline has contributed to consumer behaviour research by allowing researchers to interpret the relationships between consumers and the things they purchase, the products they own, and the activities in which they participate?

A) economics
B) sociology
C) anthropology
D) cognitive psychology

Question 63

What is the process by which goods, services, or ideas are used and transformed into value?

A) value transfer
B) cost conversion
C) benefits conversion
D) consumption

Question 64

Melanie is a psychologist who studies consumer behaviour. She specializes in the mental reactions involved in consumer information processing, such as how advertisements persuade consumers to buy a product. Which field of psychology is Melanie practising?

A) qualitative
B) personal
C) cognitive
D) social

Question 65

Juan is majoring in a discipline that examines the production and consumption of goods and services. What is Juan's major?

A) economics
B) accounting
C) anthropology
D) production management

Question 66

A description for a marketing course in a university course catalogue states, "This course represents the study of consumers as they go about the consumption process." What is the name of this course?

A) Consumer Marketing
B) Value-based Marketing
C) Consumption Marketing
D) Consumer Behaviour

Question 67

When consumers recognize they have an unmet need, they usually seek out specific products or services that they believe will satisfy that need and provide value to them. They are willing to give up something, such as money and effort, to find the products or services that will provide the benefits they seek. What term refers to the process that consumers go through to satisfy their needs?

A) marketing
B) consumption
C) exchange
D) purchase

Question 68

Marian is trying to decide on a major, so she takes an aptitude test offered by the career services office at her school. The results indicate that she is interested in understanding how people react to their environment and is concerned with their thoughts, feelings, and behaviours. Which discipline should Marian pursue?

A) economics
B) anthropology
C) psychology
D) biology

Question 69

Marketing as a recognized discipline grew out of two other disciplines. What are the two disciplines?

A) economics and psychology
B) psychology and anthropology
C) psychology and sociology
D) sociology and economics

Question 70

According to an Uber employee, "the secret premise behind the ridesharing services' success is Uber's success at delivering an on-demand experience, where customers pick up their phone and a car arrives to take you wherever you want." Which type of orientation is Uber focusing on?

A) sales
B) employee
C) consumer
D) inward

Question 71

What is the area of focus for social psychologists?

A) the intricacies of mental reactions involved in information processing
B) the value-producing activities that facilitate exchanges between buyers and sellers
C) the relationships between people and their possessions
D) the thoughts, feelings, and behaviours that people have as they interact with other people

Question 72

The Ritz-Carlton Hotel has a culture that embodies the importance of creating value for guests among all employees. One way this is implemented is by giving the front desk employees the authority to correct a problem presented by a guest without having to have approval from a manager. Which type of orientation does this company embrace?

A) market
B) product
C) sales
D) outward

Question 73

Which discipline studies people's reactions to their environment?

A) economics
B) psychology
C) anthropology
D) sociology

Question 74

Kim moved from one house in a neighbourhood to another house in a nearby neighbourhood. She called her trash collection company to inform them of her address change and was dismayed to learn that her trash collection bill would be $10 a month higher than it was at her previous residence even though it is the same company. She commented on this and was told by the company that was the price and she could deal with removing her own trash if she didn't like the price hike. Kim had to pay the higher price because there was no other company allowed to service this neighbourhood. Which statement best explains why Kim was treated so poorly by this company?

A) The trash company was dependent on her repeat business.
B) No other competitors are providing this service.
C) Trash disposal is a regulated service.
D) The company really doesn't need her business.

Question 75

Which of the following is NOT a discipline in which consumer behaviour has roots?

A) economics
B) accounting
C) anthropology
D) social psychology

Question 76

What term refers to direct contacts between the firm and a customer?

A) touchpoints
B) intersections
C) interaction points
D) counterpoints

Question 77

Which type of marketing is based on the belief that a firm's performance is enhanced through repeat business?

A) acquisition
B) outward
C) repetition
D) relationship

Question 78

Which discipline should you study to learn about how groups of people interact within society?

A) economics
B) sociology
C) anthropology
D) cognitive psychology

Question 79

Which of the following involves the multitude of value-producing activities that facilitate exchanges between buyers and sellers?

A) consumer behaviour
B) marketing
C) psychology
D) economics

Question 80

William has been researching production and consumption patterns in China for his employer. Which discipline is his work estimating demand for consumer products a part of?

A) marketing
B) psychology
C) economics
D) anthropology