Question 1

Mike wants to buy a computer. His friend, Gregory, researches the various brands of computers in the market and helps Mike choose one. As Mike is about to buy it, Mike's father mentions that the brand Mike has chosen is mediocre compared with the other brands in the market. In this scenario, Mike's father plays the role of the _____.
A) influencer
B) purchaser
C) user
D) ethicist
E) policy maker

Accepted Answer

Mike's father is an influencer as he has influenced Mike's decision to buy a particular brand of computer. He has provided a new perspective, leading Mike to reconsider his choice.

Question 2

_____ covers motivation, ability, and opportunity; exposure, attention, perception, and comprehension; memory and knowledge; and attitudes about an offering.
A) The psychological core
B) The process of making decisions
C) The consumer's culture
D) Consumer behavior outcomes
E) Behavior within a firm

Accepted Answer

The psychological core covers all the internal factors that influence consumer behavior, including motivation, ability, opportunity, exposure, attention, perception, comprehension, memory, knowledge, and attitudes. The process of making decisions (B) refers specifically to the steps that consumers go through in choosing and purchasing products. Consumer culture (C) refers to the shared values, beliefs, symbols, and practices that characterize a particular group or society. Consumer behavior outcomes (D) refers to the actual behaviors that result from the psychological core and decision-making process. Behavior within a firm (E) refers to the actions and decision-making processes of individuals within a business organization.

Question 3

Russell and his family are thinking about getting a new big-screen television. He has researched different brands, models, and prices of televisions from the Internet. In this scenario, Russell is the _____.
A) policy maker
B) purchaser
C) influencer
D) disposer
E) cord-cutter

Accepted Answer

Russell is the purchaser as he and his family are the ones who will be buying the television.

Question 4

Gregory, a pianist, wants to join a famous orchestra. He wants to buy an antique piano that has been put up for sale so that he can practice. In the context of consumer behavior, Gregory's desire to buy the piano is an example of _____.
A) information search
B) perception
C) motivation
D) exposure
E) postpurchase evaluation

Accepted Answer

Gregory's desire to buy the antique piano is driven by his motivation to become a member of a famous orchestra. This motivation is a psychological factor that influences his consumer behavior.

Question 5

When consumers have the opportunity to be exposed to information about a product, they need to _____ and attend to information.
A) dispose
B) perceive
C) develop attitudes
D) form memories
E) recognize problems

Accepted Answer

Perception is the process of selecting, organizing, and interpreting sensory information. When consumers are exposed to information about a product, they must first perceive it before they can dispose of it, develop attitudes towards it, form memories about it, or recognize any potential problems with it. Therefore, the best answer is B) perceive.

Question 6

Alex plans to purchase a new automobile. His experience as an auto mechanic helps him decide which automobile will be suitable for him. In this case, Alex's experience as an auto mechanic acts as the _____ to purchase the new automobile.
A) ability
B) perception
C) symbol
D) exposure
E) opportunity

Accepted Answer

Alex's experience as an auto mechanic gives him the ability to make an informed decision on which automobile will be suitable for him.

Question 7

Jude wants to purchase a new mouse for his computer. He wants it to be ergonomic, functional, and durable. He invests considerable time and energy before making a decision. This is an example of _____.
A) a disposition method
B) long-term memory retrieval
C) a high-effort decision
D) postdecision evaluation
E) diffusion of ideas

Accepted Answer

The fact that Jude invests considerable time and energy before making a decision indicates that he is engaging in a high-effort decision-making process, where he is carefully considering various options before making a final choice. This suggests that he is striving to make an informed decision and is likely to weigh the pros and cons of different options before deciding on the best mouse to purchase.

Question 8

Tomas, a tennis player, has fractured his elbow and has been advised not to play tennis for a few months. He decides to temporarily dispose of his tennis racket until he has healed. In this case, which of the following should Tomas do to accomplish this?
A) He should sell his tennis racket.
B) He should rent his tennis racket.
C) He should throw away his tennis racket.
D) He should send his tennis racket to a recycling center.
E) He should give his tennis racket away.

Accepted Answer

Renting his tennis racket is a temporary solution that allows Tomas to retain ownership and get it back once he has healed, fitting the scenario's requirements.

Question 9

Problem recognition occurs when we:
A) form an attitude.
B) purchase an offering.
C) expose ourselves to persuasive information.
D) realize that we have an unfulfilled need.
E) categorize information in a schematic framework.

Accepted Answer

Problem recognition refers to the stage of the decision-making process where a consumer realizes that they have an unfulfilled need. This recognition then leads to the search for information and evaluation of alternatives before making a purchase. Therefore, option D is the correct choice. Options A, B, C, and E are incorrect because forming an attitude, purchasing an offering, exposing oneself to persuasive information, and categorizing information in a schematic framework are not necessarily indicative of problem recognition.

Question 10

Which of the following statements is true of attitudes?
A) They do not change over time.
B) They are conscious and definite choices.
C) They always culminate in a purchase decision.
D) They do not play a role in acquisition behavior.
E) They do not always predict behavior.

Accepted Answer

Attitudes do not always predict behavior. While attitudes can influence behavior, there can be other factors, such as social norms or situational constraints, that can also impact behavior. Therefore, it's important to not solely rely on attitudes when predicting behavior.

Question 11

George goes to a restaurant for dinner with his family. The service and the food at the restaurant are not up to standard. After they leave, George wonders whether his choice of restaurant was good. In this case, George is in the _____ stage of making decisions.
A) problem recognition
B) information search
C) pretesting
D) postpurchase evaluation
E) acquisition

Accepted Answer

After experiencing the restaurant and feeling dissatisfied, George is now evaluating his decision to go to that restaurant. This makes it the postpurchase evaluation stage of decision-making.

Question 12

Which of the following is a way of disposing of an offering permanently?
A) Buying
B) Borrowing
C) Finding
D) Selling
E) Leasing

Accepted Answer

Selling is the way of disposing of an offering permanently as it involves transferring the ownership of the product to another individual or organization in exchange for money or other forms of payment. Other options such as buying, borrowing, leasing, and finding do not involve long-term disposal of the offering.

Question 13

Disposable cameras were unsuccessful when they were launched in the market. Consumers doubted whether they could take good pictures. When disposable cameras were repositioned "for those who forgot their camera on vacation" or "for those who do not want to ruin their expensive camera on the beach or slopes," sales increased. This could be best thought of as a successful example of marketers understanding:
A) how consumers dispose of cameras.
B) why consumers acquire cameras.
C) media marketing techniques.
D) the limits of disposable optical engineering.
E) the information search process.

Accepted Answer

The repositioning of disposable cameras as an alternative for those who forgot their camera or did not want to risk damaging their expensive camera shows an understanding of why consumers acquire cameras. The marketers were able to identify a specific need for disposable cameras and successfully market them to fulfill that need.

Question 14

Fructose Inc., a soft drink manufacturer, has launched a new advertising campaign. The slogan of the campaign is "Orange juice isn't just for breakfast anymore." The campaign is an example of:
A) encouraging the collection of products.
B) changing why people use orange juice.
C) changing how people use orange juice.
D) changing whether people use orange juice.
E) affecting when people use orange juice.

Accepted Answer

The slogan "Orange juice isn't just for breakfast anymore" is aimed at changing the perception of when orange juice is consumed, suggesting it can be enjoyed at times other than just breakfast.

Question 15

Which of the following is a way to get rid of an offering temporarily?
A) Finding a new use for the offering
B) Lending the offering
C) Throwing away the offering
D) Sending the offering to a recycling center
E) Giving the offering away

Accepted Answer

Lending the offering is a temporary action, as it involves giving the offering to someone else for a short period with the expectation of getting it back.

Question 16

Anne wants to purchase a new computer. She decides to go on a vacation before making the purchase. In this case, her vacation provides her with the _____ to learn as much as possible about purchasing the computer.
A) attention
B) perception
C) motivation
D) exposure
E) opportunity

Accepted Answer

The vacation provides Anne with the opportunity to learn about purchasing a computer. This opportunity can come in the form of talking with friends, researching online, or visiting technology stores while on vacation.

Question 17

Benjamin has been buying generic brake oil for years. When he watches an advertisement for a new type of brake oil, he pays attention to the ad and understands the information in it. In this scenario, Benjamin is involved in _____.
A) problem recognition
B) finding opportunity
C) disposition
D) perception
E) making postdecision evaluation

Accepted Answer

Benjamin is involved in perception, as he is paying attention to and understanding the information in an advertisement for a new type of brake oil. Perception involves the process by which individuals select, organize, and interpret sensory information to form a meaningful picture of the world.

Question 18

Curtis likes to drink soda. He takes the empty bottles and cans that he has collected to his wife, who uses them to make art. This is an example of how to:
A) dispose a product.
B) find new use for an offering.
C) share an offering.
D) get rid of items temporarily.
E) get rid of items permanently.

Accepted Answer

Curtis is finding a new use for the soda bottles and cans by giving them to his wife for art instead of just disposing of them. This is a form of upcycling, where an offering or product is given a new purpose instead of being thrown away.

Question 19

Kimberly wants to learn about the latest developments in agricultural tools and equipment. She attends many trade shows and conferences on these products. In this case, Kimberly's action of attending these events is an example of _____.
A) making judgement
B) making postpurchase evaluation
C) using symbol
D) gaining exposure
E) retrieving memory

Accepted Answer

Kimberly's action of attending trade shows and conferences is an example of gaining exposure, as it exposes her to the latest developments in agricultural tools and equipment.

Question 20

Buying, trading, bartering are examples of consumers engaging in _____.
A) usage
B) acquisition
C) positioning
D) repositioning
E) white sales

Accepted Answer

Buying, trading, and bartering all involve the acquisition of goods or services in some form. Choice A, usage, refers to the actual use of the purchased item; choice C, positioning, refers to a marketing concept where a brand tries to position itself in the minds of consumers relative to competitors; choice D, repositioning, refers to a marketing strategy where a brand changes its positioning in response to changes in the market or industry; and choice E, white sales, refers to a promotion where household linens and bedding are sold at a discounted price.

Quiz 1: Understanding Consumer Behavior

_____ covers motivation, ability, and opportunity; exposure, attention, perception, and comprehension; memory and knowledge; and attitudes about an offering.

Russell and his family are thinking about getting a new big-screen television. He has researched different brands, models, and prices of televisions from the Internet. In this scenario, Russell is the _____.

Gregory, a pianist, wants to join a famous orchestra. He wants to buy an antique piano that has been put up for sale so that he can practice. In the context of consumer behavior, Gregory's desire to buy the piano is an example of _____.

When consumers have the opportunity to be exposed to information about a product, they need to _____ and attend to information.

Alex plans to purchase a new automobile. His experience as an auto mechanic helps him decide which automobile will be suitable for him. In this case, Alex's experience as an auto mechanic acts as the _____ to purchase the new automobile.

Jude wants to purchase a new mouse for his computer. He wants it to be ergonomic, functional, and durable. He invests considerable time and energy before making a decision. This is an example of _____.

Tomas, a tennis player, has fractured his elbow and has been advised not to play tennis for a few months. He decides to temporarily dispose of his tennis racket until he has healed. In this case, which of the following should Tomas do to accomplish this?

Problem recognition occurs when we:

Which of the following statements is true of attitudes?

George goes to a restaurant for dinner with his family. The service and the food at the restaurant are not up to standard. After they leave, George wonders whether his choice of restaurant was good. In this case, George is in the _____ stage of making decisions.

Which of the following is a way of disposing of an offering permanently?

Fructose Inc., a soft drink manufacturer, has launched a new advertising campaign. The slogan of the campaign is "Orange juice isn't just for breakfast anymore." The campaign is an example of:

Which of the following is a way to get rid of an offering temporarily?

Anne wants to purchase a new computer. She decides to go on a vacation before making the purchase. In this case, her vacation provides her with the _____ to learn as much as possible about purchasing the computer.

Benjamin has been buying generic brake oil for years. When he watches an advertisement for a new type of brake oil, he pays attention to the ad and understands the information in it. In this scenario, Benjamin is involved in _____.

Curtis likes to drink soda. He takes the empty bottles and cans that he has collected to his wife, who uses them to make art. This is an example of how to:

Kimberly wants to learn about the latest developments in agricultural tools and equipment. She attends many trade shows and conferences on these products. In this case, Kimberly's action of attending these events is an example of _____.

Buying, trading, bartering are examples of consumers engaging in _____.