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 selectively attentive to the article about the fashion show, showing that she is ignoring the other content in the magazine that is targeted towards her demographic.

Question 2

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 statement that "Older, first-generation Hispanic consumers favor sellers who show special interest in them" supports the idea that The Attic Trunk's mature, wealthy clientele can remain a viable target market as it suggests that this demographic values personal attention and customer service, which is something that The Attic Trunk can provide as an upscale dress shop.

Question 3

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 is the tendency for people to focus on only a small portion of the stimuli that surrounds them, while ignoring the rest. This process allows individuals to filter out irrelevant or unimportant information and focus on what is most relevant or significant to them at the time.

Question 4

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 of The Attic Trunk should keep in mind that children have considerable amounts of disposable income and have a strong influence on family buying decisions, as the shopping district is now attracting price-conscious families with children. None of the other options are relevant to the characteristics of families as consumer groups in this scenario.

Question 5

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

Accepted Answer

Learning involves changes in an individual's behavior as a result of experience. The other options are not specific to changes in behavior arising from experience.

Question 6

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 use of hidden or disguised messages to influence consumers without their conscious awareness. This technique is often considered unethical and is highly regulated in many countries.

Question 7

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, which refers to the tendency for people to interpret information in a way that supports their preexisting beliefs or attitudes. In this case, Mark is choosing to doubt the news reports about the brand's use of child labor and maintaining his positive attitude towards the brand by continuing to purchase their products.

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, which aims to understand the meanings and interpretations consumers attach to brands and products. By asking members of a focus group to describe brands as animals, the researchers can gain insights into how the brands are perceived in terms of their qualities and characteristics, and thus measure the level of prestige associated with each brand.

Question 9

________ 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 people select, organize, and interpret information from the world around them. It involves taking in sensory information, organizing that information in the brain, and interpreting what it means. Perception is influenced by a variety of factors, including past experiences, personal biases, and cultural norms.

Question 10

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 11

Subcultures consist only of religious groups.

Accepted Answer

Subcultures can include religious groups, but they can also encompass other groups with shared beliefs, practices, and values, such as music fans, gamers, or political activists.

Question 12

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

Accepted Answer

Attitude refers to a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea. Lifestyle refers to a person's way of living, motive refers to a reason for doing something, belief refers to a conviction or acceptance that something is true or real, and perception refers to the way something is interpreted or understood.

Question 13

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 14

Which of the following would each consumer segment attracted to The Attic Trunk have in common with the other consumer segments?

Accepted Answer

AIO dimensions (activities, interests, opinions) are a common factor that can cut across all consumer segments, as they relate to the individuals' lifestyle, values, and personality. These dimensions can help identify the target customer's motivations and habits when making purchasing decisions, regardless of their demographic or psychographic characteristics.

Question 15

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 16

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

Accepted Answer

Cues are minor stimuli that can trigger a response or behavior in a person. These cues can be environmental, such as seeing a certain object or hearing a particular sound, or they can be internal, such as a thought or feeling. Cues play an important role in determining how a person responds to an idea, as they can influence where, when, and how the idea is perceived and acted upon.

Question 17

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 and considered the least pressing because they relate to personal growth and self-fulfillment, whereas physiological and safety needs are considered more basic and urgent for survival. Social and esteem needs are also important for psychological well-being, but still not considered as essential as physiological and safety needs.

Question 18

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

Accepted Answer

Maslow's hierarchy of needs consists of physiological needs (such as food and water), safety needs (such as shelter and security), social needs (such as belongingness and love), esteem needs (such as self-esteem and respect from others), and self-actualization needs (such as achieving one's full potential). Spiritual needs are not directly included in Maslow's hierarchy, although they may be considered a part of self-actualization for some individuals.

Question 19

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

Accepted Answer

Maslow's theory is commonly known as Maslow's hierarchy of needs, which suggests that human needs can be arranged in a hierarchy from basic physiological needs (such as food and shelter) to the highest level of self-actualization needs (such as achieving one's full potential and pursuing personal growth). The other options listed do not align with Maslow's theory of needs.

Question 20

________ 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 refers to the tendency of consumers to remember positive information about a brand they prefer and forget positive information about competing brands. This is because consumers are more likely to pay attention to and retain information that is consistent with their existing beliefs and attitudes.

Quiz 5: Consumer Markets and Buyer Behavior