Question 1

Juana looked at the September issue of her favorite fashion magazine and did not find anything particularly interesting despite the fact that the magazine had several advertisements that were targeted at Juana's demographic. The only thing that interested her was an article about an upcoming fashion show. Which consumer behavior is being illustrated in this instance?

Accepted Answer

Juana is exhibiting selective attention, which is the process of filtering out certain stimuli and focusing on others. Despite multiple advertisements being targeted at Juana's demographic, she only paid attention to the article about the upcoming fashion show. This suggests she is being selective in what she pays attention to and what she chooses to engage with.

Question 2

________ means that consumers are likely to remember good points made about a brand they favor and forget good points made about competing brands.

Accepted Answer

Selective retention is a cognitive bias where consumers are more likely to remember information that supports their pre-existing beliefs or attitudes. In the context of branding, this means that consumers will remember positive information about a brand they already favor, and forget positive information about competing brands. Selective attention refers to consumers selectively paying attention to certain stimuli or information, cognitive dissonance is a psychological discomfort caused by holding conflicting beliefs, and selective distortion is a tendency to interpret information in a way that supports one's existing attitudes or beliefs, even if it is not accurate.

Question 3

Maslow's theory is that ________ can be arranged in a hierarchy.

Accepted Answer

Maslow's theory is based on human needs, which can be arranged in a hierarchy starting from basic physiological needs to self-actualization needs. The other options listed (marketing stimuli, personal beliefs, perceptions, and decisions) are not typically associated with Maslow's Hierarchy of Needs.

Question 4

People tend to interpret new information in a way that will support what they already believe. This is called ________.

Accepted Answer

The answer of People tend to interpret new information in...

Question 5

Mark has long supported a particular brand of footwear and has always bought that brand. Recently, the footwear manufacturer was embroiled in a controversy for using child labor at its manufacturing plants. Mark doubts the news reports and continues to purchase the same brand of footwear. It is most accurate to say that Mark displays ________.

Accepted Answer

Mark is displaying selective distortion by disregarding the negative information about his preferred brand and continuing to purchase it. Selective distortion is the tendency to interpret or remember information in a way that fits one's preexisting beliefs or attitudes, even if it contradicts objective facts.

Question 6

A person's buying choices are influenced by four major psychological factors. Which of the following is NOT one of these factors?

Accepted Answer

The four major psychological factors that influence a person's buying choices are motivation, perception, learning, and beliefs. Association, while it can play a role in the decision-making process, is not considered a major psychological factor.

Question 7

Stephanie and John wanted to purchase a high-end sports car. They viewed a commercial for a particular sports car that highlighted the cost, design, and power of the car. After viewing the ad, Stephanie felt that the car's price was acceptable, considering the superior and unique design. John thought that the car was expensive owing to the high power engine installed in it. They used the information in different ways, focusing on issues that that each considered important. Which of the following concepts does this scenario demonstrate?

Accepted Answer

Selective distortion occurs when consumers interpret information in a way that fits their preconceptions or beliefs. In this scenario, Stephanie and John interpreted the same advertisement differently based on what they each considered important.

Question 8

A marketing research company asked members of a focus group to describe several brands as animals. The purpose of the request is to measure the prestige of the various brands. This is an example of ________.

Accepted Answer

This is an example of interpretive consumer research because the researchers are asking participants to describe brands in a unique way in order to gain insight into their perceived prestige.

Question 9

________ describes changes in an individual's behavior arising from experience.

Accepted Answer

Learning refers to changes in an individual's behavior arising from experience. It can be defined as the process of acquiring new information, behaviors, skills, values, attitudes, or preferences through conditioning, observation, or other forms of experience.

Question 10

Harley-Davidson promotes its motorcycles with images of independence, freedom, and power. Harley-Davidson has created a ________.

Accepted Answer

Harley-Davidson's promotion of independence, freedom, and power creates a distinct personality for the brand, which connects with consumers on an emotional level. This personality helps to differentiate Harley-Davidson from other motorcycle brands and creates a sense of loyalty among its customers. Therefore, Harley-Davidson has created a brand personality.

Question 11

According to Freud, a person's buying decisions are primarily affected by ________.

Accepted Answer

According to Freud's psychoanalytic theory, human behavior is largely influenced by unconscious thoughts and desires. Thus, a person's buying decisions are primarily affected by their subconscious motives, as they are often unaware of the true reasons behind their choices. While family influences, societal expectations, brand images, and cultural norms may all play a role in shaping a person's buying decisions, they are secondary to the impact of the subconscious mind.

Question 12

________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.

Accepted Answer

Perception is the process by which individuals select, organize, and interpret stimuli from their environment to create a meaningful and coherent understanding of the world around them. It involves both bottom-up processing (sensory-based) and top-down processing (conceptually driven), and can be influenced by factors such as expectations, motivations, and prior experiences.

Question 13

Which of the following is NOT part of Maslow's hierarchy of needs?

Accepted Answer

Maslow's hierarchy of needs includes five levels: physiological needs, safety needs, love/belonging needs, esteem needs, and self-actualization needs. Spiritual needs are not a part of this hierarchy.

Question 14

A marketer of women's hair care products targeting Chinese customers created an advertising message that told women their hair could be worn any way they wanted as opposed to wearing it straight. The message suggested the women did not need to conform to the mainstream media definition of beauty. It is most accurate to say that this ad was based on an understanding of customers' ________.

Accepted Answer

The advertising message reflects an understanding of the customers' self-concept, as it suggests that they have the power to define their own beauty standards and do not need to conform to societal norms.

Question 15

According to Maslow's hierarchy of needs, which of the following is the LEAST pressing need?

Accepted Answer

Self-actualization needs are at the top of Maslow's hierarchy of needs, meaning they are the least pressing need compared to physiological, safety, social, and esteem needs, which are all lower-level needs. Self-actualization refers to the desire for personal growth and fulfillment, which is not as critical to immediate survival and well-being as the other needs.

Question 16

A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.

Accepted Answer

A motive is a need or desire that directs behavior. It is a driving force that compels a person to act in a certain way in order to satisfy a need. Options A, B, C, and E are not directly related to the concept of a need that motivates behavior.

Question 17

Many marketers use the self-concept premise that people's possessions contribute to and reflect their identities-that is, "we are what we consume." According to this premise, consumers ________.

Accepted Answer

The self-concept premise suggests that consumers buy products to support their self-image and reflect their identities.

Question 18

People cannot focus on all of the stimuli that surround them each day. A person's tendency to screen out most of the information is called ________.

Accepted Answer

Selective attention refers to a person's tendency to screen out most of the information that surrounds them each day, meaning they focus only on a small portion of the stimuli.

Question 19

________ refers to qualitative research designed to probe consumers' hidden, subconscious motivations.

Accepted Answer

Motivation research is the type of qualitative research that explores the underlying, often subconscious, motivations driving consumer behavior. It involves techniques such as projective tests, depth interviews, and focus groups to delve into consumers' emotional, cultural, and psychological drivers. Perception analysis analyses how people interpret and make sense of sensory stimuli, subliminal analysis refers to the study of how subtle or hidden messages influence consumer behavior, need recognition is the cognitive process by which consumers identify a problem and seek a solution, and market segmentation is the process of dividing a market into distinct groups based on common needs, characteristics, or behaviors.

Question 20

Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about ________.

Accepted Answer

Subliminal advertising refers to the practice of exposing people to ads or messages without their conscious awareness. This technique is illegal in many countries, but some consumers are still worried about the potential for marketers to use subliminal messaging to influence their behavior without their knowledge or consent.

Quiz 5: Consumer Markets and Buyer Behavior