Question 1

An attitude scale measures the

Accepted Answer

An attitude scale measures the intensity of a buyer's feelings toward a certain object. It is used to measure a person's attitudes or opinions towards a product, brand, or service. The scale typically asks respondents to indicate the degree to which they agree or disagree with various statements related to the object being measured. These statements are designed to tap into different components of the respondent's attitude, such as beliefs, feelings, and behavioral intentions. The scores on the attitude scale are then used to determine the overall strength and direction of the respondent's attitude towards the object.

Question 2

Jana now feels that her teeth are not white enough after seeing advertisements for whitening toothpaste. Marketers promote these brands based on ____ needs, appealing to sex appeal.

Accepted Answer

The answer of Jana now feels that her teeth are...

Question 3

The U.S. Army recruits soldiers based on the slogan, "Army Strong," implying that people can reach their full personal potential in the U.S. Army. This is an appeal to what need according to Maslow's hierarchy of needs?

Accepted Answer

Maslow's hierarchy of needs suggests that self-actualization is the highest level of need, which involves fulfilling one's potential and reaching one's personal goals. The slogan "Army Strong" implies that joining the U.S. Army can help individuals reach their full potential, which is an appeal to self-actualization.

Question 4

What consumer research method is a means of measuring consumer attitudes by gauging the intensity of individuals' reactions to adjectives, phrases, or sentences about an object?

Accepted Answer

This is describing an Attitude scale, which is a research method used to measure consumer attitudes towards a product or service by asking them to rate their agreement with given adjectives, phrases, or sentences. It allows researchers to understand the intensity and strength of the attitudes towards the object being studied.

Question 5

Melanie prefers to shop at Target for most of her household needs even though the same products and brands are available at Kmart. She prefers the service, location, and friendliness of the employees at Target. Melanie's reasons that influence her decision to shop at Target are called

Accepted Answer

Melanie's reasons for shopping at Target are related to her patronage motives, or her specific preferences for certain retailers based on factors such as location, service, and employee friendliness. Social needs, learning processes, product attitudes, and retailer attitudes may also influence purchasing decisions, but they are not as directly relevant to Melanie's situation.

Question 6

According to Maslow's hierarchy of needs,

Accepted Answer

According to Maslow's hierarchy of needs, individuals first satisfy the most basic needs (physiological and safety needs) and then try to fulfill needs at the next level up (belongingness and love needs, esteem needs, and self-actualization needs). This means that individuals focus on satisfying lower level needs before addressing higher level needs.

Question 7

Psychological influences that determine where a person purchases products on a regular basis are called

Accepted Answer

Patronage motives refer to the psychological influences that determine where a person purchases products on a regular basis. This includes factors such as store reputation, convenient location, past experiences, and loyalty programs. A is incorrect as convenience responses refers to the tendency to choose a store based on its convenience, rather than any personal preference for the store. C is incorrect as shopping motives refers to the broader set of factors that influence a person's decision to shop, including both patronage motives and product motives. D is incorrect as pattern responses refers to the tendency to continue with a specific behavior or choice out of habit, rather than any conscious decision-making process. E is incorrect as routine decisions refers to the low-involvement decision-making process for products that a person buys frequently and without much thought or effort.

Question 8

Buyers' actions are affected by one or more internal energizing forces geared toward satisfying needs, which are called

Accepted Answer

Motives are internal energizing forces that drive consumers to satisfy their needs. Lifestyles, perceptions, attitudes, and traits are all factors that can influence buyers' actions, but they do not directly refer to the internal forces that motivate consumers to act.

Question 9

Having used both Secret and Sure deodorants, Annette feels that Secret is a good product and the one that best meets her needs. She has formed a(n) ____ about Secret.

Accepted Answer

Annette has formed an attitude about Secret based on her experience using both Secret and Sure deodorants.

Question 10

An attitude is

Accepted Answer

An attitude is one's evaluation, feelings, and behavioral tendencies toward an object or idea. It is a psychological construct that reflects an individual's positive or negative thoughts and feelings about something. Attitudes can influence a person's behavior and can be shaped by information and experiences.

Question 11

Luis likes shopping at Stein Mart, a discount department store, because he likes the prices, products, and services the store provides. His selection of this store as a regular stop when shopping is influenced by ____ motives.

Accepted Answer

Patronage motives are influenced by factors such as convenience, location, and availability of products, which align with Luis's preference for the prices, products, and services provided by Stein Mart. Self-concept and self-image motives are more related to an individual's self-perception and how they want to be seen by others. Projective motives deal with subconscious desires and emotions, while depth motives refer to the underlying motivations and psychological reasons for a consumer's behavior.

Question 12

Which of the following statements about how a consumer organizes inputs that reach awareness is most accurate?

Accepted Answer

Inputs that reach awareness are organized to produce meaning, and this meaning is interpreted in light of what is familiar to the individual. This means that individuals interpret information based on their prior knowledge and experiences, and may come to different interpretations based on their individual backgrounds.

Question 13

Salina is shopping for low-calorie frozen dinners to take to work for lunch. Salina has always been mindful of the total calories and the number of fat grams in these dinners. However, after reading an article about the high sodium counts in frozen meals and the maximum grams of sodium a woman should eat daily, she now pays attention to the sodium as well. The changes in Salina's thought processes and behavior caused by this information is called

Accepted Answer

The changes in Salina's thought processes and behavior are a result of new information and her adaptation to it, which is a form of learning.

Question 14

Shortly after moving into their new home, Mark and Katherine Gould purchase and install smoke detectors and an alarm system. The Goulds are concerned about fulfilling their need for

Accepted Answer

The Goulds' purchase and installation of smoke detectors and an alarm system reflect their concern for fulfilling their need for safety, which is one of the basic human needs according to Maslow's hierarchy of needs.

Question 15

Cognitive, affective, and behavioral are the three major components of

Accepted Answer

Cognitive refers to the knowledge or beliefs a person has about an object or situation; affective refers to the emotional response or feelings a person has towards an object or situation; and behavioral refers to the actions a person takes towards an object or situation. These three components combine to form a person's attitude towards a particular object or situation.

Question 16

Maslow's hierarchy of needs refers to the five levels of needs that humans seek to satisfy, from most to least basic to survival. These needs, in order from most to least basic to survival are

Accepted Answer

Maslow's hierarchy of needs includes five levels of needs that satisfy from the most basic to the least basic to survival: physiological, safety, social, esteem, and self-actualization. The correct order of these levels is in choice D.

Question 17

Marketers often provide consumers with free samples, sometimes coupled with coupons, to help them gain experience with their products and facilitate consumer

Accepted Answer

Free samples coupled with coupons facilitate consumer learning by allowing them to gain experience with the product at no cost or risk. This can lead to increased product trial and adoption.

Question 18

People's needs to grow, develop, and achieve their full potential are referred to by Maslow as ____ needs.

Accepted Answer

Maslow's hierarchy of needs includes physiological, safety, love and belonging, esteem, and self-actualization. Self-actualization is the highest level of need, where individuals seek personal growth, fulfillment, and the realization of their full potential.

Question 19

Changing people's attitudes toward a firm and its marketing program is

Accepted Answer

Changing people's attitudes toward a firm and its marketing program is a long and difficult task that may require extensive advertising campaigns, among other efforts. It is not a simple or quick process, but it can be achieved with the right strategies and resources.

Question 20

Consumers tend to remember information inputs that support their feelings and beliefs and forget inputs that do not. This is known as selective

Accepted Answer

Selective retention refers to the tendency of individuals to more easily remember information that supports their pre-existing attitudes, beliefs, or feelings, while forgetting or ignoring contradictory information.

Quiz 6: Consumer Buying Behavior