Question 1

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 messages that are presented to consumers below their threshold of awareness. Some consumers may worry that they will be influenced by such messages without even knowing it.

Question 2

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 the process by which people screen out most of the information they are exposed to, focusing instead on a small selection of stimuli that are deemed important or relevant to them. Subliminal retention refers to the ability of people to retain and process information below the threshold of conscious awareness. Selective distortion refers to the phenomenon of interpreting information in a way that is consistent with one's preexisting beliefs, attitudes, and values. Cognitive dissonance refers to the mental discomfort experienced by people when their attitudes or beliefs are inconsistent with their behavior, causing them to either modify their attitudes or justify their behavior. Cognitive inertia refers to the tendency of people to cling to their existing beliefs and resist changing them, even in the face of conflicting evidence.

Question 3

________ 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 involves acquiring knowledge or skills through experience, practice, or study. It can be classified into different types, such as classical conditioning, operant conditioning, observational learning, and insight learning, among others. The other options, such as lifestyle, perception, cognitive dissonance, and selective attention, do not specifically refer to changes in behavior arising from experience.

Question 4

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

Accepted Answer

Maslow's theory proposes that human needs can be arranged in a hierarchy, ranging from basic physiological needs such as food and water, to safety needs, love and belongingness needs, esteem needs, and finally self-actualization needs.

Question 5

Refer to the scenario below to answer the following question(s).
The Attic Trunk opened in 1999 as an upscale dress shop in Forest Ridge's fashionable shopping district, catering to a wealthy, mature clientele consisting mostly of older, first-generation Hispanics. Many other specialty shops lined the main avenue over the next few years. But as Forest Ridge began to attract a more price-conscious, younger, and more demographically diverse population, the once-popular shopping district was increasingly perceived as stodgy and snobby by the new segment of customers.
By the mid-2000s, many of these specialty shops suffered financially. Most shops attracted only tourists who enjoyed browsing through the displays of alligator belts and shoes, piles of scented soaps, and so on, often laughing at the ridiculously high prices.
Owners of The Attic Trunk had noticed the shifts in buying behavior of customers by the mid-2000s. In fact, the owners had observed that the once-fashionable shopping district in Forest Ridge no longer attracted the wealthy, mature clientele. This clientele had been replaced with price-conscious families with children, a mix of Asian and African Americans as well as Caucasians.
Specialty items at The Attic Trunk gradually disappeared, replaced by brand-name apparel, fashion accessories, and jewelry. Other owners followed suit in the late 2000s, bringing restaurants, an outdoor cafe, and a day spa to the main avenue in Forest Ridge.
-Which of the following best supports the idea that The Attic Trunk's mature, wealthy clientele can remain a viable target market?

Accepted Answer

The passage indicates that The Attic Trunk's original clientele consisted mostly of older, first-generation Hispanics. Choice B states that this demographic favors sellers who show special interest in them, which suggests that The Attic Trunk could retain their loyalty by continuing to cater to their specific preferences and needs. While the passage does mention that the shopping district has become more price-conscious and diverse, it does not provide evidence to support choices A, C, D, or E as being specifically relevant to The Attic Trunk's original clientele.

Question 6

A(n) ________ is a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea.

Accepted Answer

A person's relatively consistent evaluations, feelings, and tendencies toward an object or idea are referred to as their attitude. It is different from beliefs, motive, perception, and lifestyle. A belief is a conviction or acceptance that something is true or exists, a motive is the reason for doing something, perception is how an individual interprets and organizes sensory information, and lifestyle refers to the way a person lives their life including their habits, behaviors, and values.

Question 7

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

Accepted Answer

Perception refers to the process by which people select, organize, and interpret information to form a meaningful picture of the world. It involves both physiological and psychological factors and can be influenced by past experiences, expectations, and cultural background.

Question 8

Subcultures consist only of religious groups.

Accepted Answer

Subcultures can consist of any group that shares unique beliefs, values, and practices, not just religious groups. Examples of subcultures include punk rockers, gamers, and environmentalists.

Question 9

Refer to the scenario below to answer the following question(s).
The Attic Trunk opened in 1999 as an upscale dress shop in Forest Ridge's fashionable shopping district, catering to a wealthy, mature clientele consisting mostly of older, first-generation Hispanics. Many other specialty shops lined the main avenue over the next few years. But as Forest Ridge began to attract a more price-conscious, younger, and more demographically diverse population, the once-popular shopping district was increasingly perceived as stodgy and snobby by the new segment of customers.
By the mid-2000s, many of these specialty shops suffered financially. Most shops attracted only tourists who enjoyed browsing through the displays of alligator belts and shoes, piles of scented soaps, and so on, often laughing at the ridiculously high prices.
Owners of The Attic Trunk had noticed the shifts in buying behavior of customers by the mid-2000s. In fact, the owners had observed that the once-fashionable shopping district in Forest Ridge no longer attracted the wealthy, mature clientele. This clientele had been replaced with price-conscious families with children, a mix of Asian and African Americans as well as Caucasians.
Specialty items at The Attic Trunk gradually disappeared, replaced by brand-name apparel, fashion accessories, and jewelry. Other owners followed suit in the late 2000s, bringing restaurants, an outdoor cafe, and a day spa to the main avenue in Forest Ridge.
-Many families with children are now attracted to the shopping district in Forest Ridge. What characteristics about families as consumer groups might the owners of The Attic Trunk want to keep in mind?

Accepted Answer

The owners should keep in mind that children have considerable amounts of disposable income and have a strong influence on family buying decisions, as stated in the passage. None of the other options are mentioned.

Question 10

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 as it is focused on understanding the subjective perceptions and associations that consumers have with different brands. It is not a quantitative study as it is not focused on measuring numerical data, nor is it specifically focused on analyzing the strength of each brand relative to one another. Buzz marketing and brand extension do not seem relevant in this context.

Question 11

Refer to the scenario below to answer the following question(s).
The Attic Trunk opened in 1999 as an upscale dress shop in Forest Ridge's fashionable shopping district, catering to a wealthy, mature clientele consisting mostly of older, first-generation Hispanics. Many other specialty shops lined the main avenue over the next few years. But as Forest Ridge began to attract a more price-conscious, younger, and more demographically diverse population, the once-popular shopping district was increasingly perceived as stodgy and snobby by the new segment of customers.
By the mid-2000s, many of these specialty shops suffered financially. Most shops attracted only tourists who enjoyed browsing through the displays of alligator belts and shoes, piles of scented soaps, and so on, often laughing at the ridiculously high prices.
Owners of The Attic Trunk had noticed the shifts in buying behavior of customers by the mid-2000s. In fact, the owners had observed that the once-fashionable shopping district in Forest Ridge no longer attracted the wealthy, mature clientele. This clientele had been replaced with price-conscious families with children, a mix of Asian and African Americans as well as Caucasians.
Specialty items at The Attic Trunk gradually disappeared, replaced by brand-name apparel, fashion accessories, and jewelry. Other owners followed suit in the late 2000s, bringing restaurants, an outdoor cafe, and a day spa to the main avenue in Forest Ridge.
-Which of the following would each consumer segment attracted to The Attic Trunk have in common with the other consumer segments?

Accepted Answer

AIO (activities, interests, opinions) dimensions refer to psychographic variables that group consumers based on their lifestyle, personality, and values. This is the only option that refers to a common trait between the different consumer segments mentioned in the scenario. The other options refer to individual characteristics that may differ between the consumer segments.

Question 12

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

This scenario demonstrates selective attention, which occurs when a consumer chooses to focus on certain stimuli while ignoring others. Juana was not intrigued by the advertisements targeted at her demographic, but she paid attention to the article about the fashion show because it aligned with her interests.

Question 13

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

Accepted Answer

Self-actualization needs are the highest level of needs in Maslow's hierarchy, indicating that they are the least pressing or urgent. The lower levels of needs must be met first (physiological, safety, social, and esteem) before an individual can focus on self-actualization.

Question 14

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 each considered important. Which of the following concepts does this scenario demonstrate?

Accepted Answer

The answer of Stephanie and John wanted to purchase a...

Question 15

A(n) ________ is a descriptive thought that a person has about something.

Accepted Answer

The answer of A(n) ________ is a descriptive thought that...

Question 16

________ 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 the tendency for individuals to remember information that supports their pre-existing beliefs, attitudes, and preferences, and forget or minimize information that contradicts them. In the context of branding, this means that consumers are more likely to remember positive attributes of brands they already favor and forget positive attributes of competing brands.

Question 17

________ are minor stimuli that determine where, when, and how a person responds to an idea.

Accepted Answer

Cues are minor stimuli that trigger a person's response to an idea or situation. They can be visual, auditory, or other sensory inputs that influence a person's behavior. In the context of psychology, cues can refer to both internal and external cues, such as a person's mood, expectations, or their environment.

Question 18

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

Selective distortion occurs when individuals interpret information in a way that conforms to their pre-existing beliefs, ignoring or misconstruing evidence that contradicts their views. In this case, Mark doubts the negative reports about his preferred brand due to his loyalty, thus distorting the information to fit his positive perception of the brand.

Question 19

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 20

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

Accepted Answer

Maslow's hierarchy of needs includes physiological needs, safety needs, love/belonging needs, esteem needs, and self-actualization needs. Spiritual needs are not explicitly included in Maslow's hierarchy, although they may be encompassed within the self-actualization needs.

Quiz 5: Consumer Markets and Buyer Behavior