Question 1

Moss Security is a home security business.What does its slogan,"Alarmed? You should be," appeal to?
A)consumers' esteem needs
B)consumers' economic needs
C)consumers' safety needs
D)consumers' physiological needs

Accepted Answer

The security company's selling point is the safety it provides.

Question 2

Many consumers think of Post Grape-Nuts cereal as a product their grandfathers ate.This makes it unacceptable to a large part of the consumer market.Without changing the product,Post ran a series of Grape-Nuts ads that described the sweet,nutty taste of the cereal and encouraged people to try it as a topping on yogurt for something good to eat.What was Post trying to do?
A)add new beliefs about product attributes
B)discover attitudes toward the product attributes
C)strengthen existing positive beliefs about product attributes
D)create new beliefs toward changed product attributes

Accepted Answer

Existing negative beliefs about product attributes are the most firmly entrenched and difficult to change.

Question 3

If an advertiser wanted to create ads for a restaurant that stimulate the self-actualization motivation,what would its ads do?
A)emphasize hunger
B)emphasize that only those people who want to tell others they have risen to the top of their profession use the restaurant
C)indicate eating in the restaurant is what "you have earned and deserve"
D)show people enjoying others' company while eating in the restaurant

Accepted Answer

Self-actualization needs stress self-fulfilment and self-expression,or reaching the point in life at which "people are what they feel they should be."

Question 4

Connors Bros. ,a maritime seafood products manufacturer,plans to market its sardines to Ontario consumers through a campaign pushing the little fish as a positive food choice.The campaign aims to nullify the notion that sardines are boring by stressing their health benefits and their taste qualities.What is Connor Bros.trying to do?
A)change negative beliefs about product attributes
B)introduce new product attributes
C)create new beliefs toward changed product attributes
D)discover attitudes toward its product's attributes

Accepted Answer

Connors Bros. is trying to change the negative belief that sardines are boring by emphasizing their health benefits and taste qualities. This indicates that they are trying to change perceptions about their product attributes.

Question 5

In the late 1990s,DaimlerChrysler established a department solely to work on the sound of its car doors.The company understood the connection consumers make between sound and quality.What was DaimlerChrysler attuned to?
A)consumers' self-image
B)consumers' personality
C)consumers' lifestyle
D)consumers' perception

Accepted Answer

The process of selecting,organizing,and interpreting the stimuli that are bombarding consumers daily is called perception.(According to a global research project regarding the role of the senses in creating brand experiences,sight is the most important,followed by smell.Touch ranked lowest. )

Question 6

What was the slogan used by the manufacturer of Jaguar automobiles,"Don't dream it.Drive it," intended to appeal to?
A)consumers' physiological needs
B)consumers' social needs
C)consumers' self-actualization needs
D)consumers' esteem needs

Accepted Answer

The slogan indicates that the ownership of the car will allow the user to realize his or her full potential.

Question 7

In the 1990s,Mobil ran an extensive campaign to convince drivers that detergent additives to Mobil's gasoline cleaned car engines.What did Mobil's campaign attempt to do?
A)create new beliefs toward changed product attributes
B)strengthen existing positive beliefs about product attributes
C)appeal to existing beliefs about product attributes
D)create new beliefs about the product attributes

Accepted Answer

Mobil was trying to make customers see it as different from other brands of fuel.

Question 8

What is the name for the process that creates changes in behaviour?
A)selective adaptation
B)learning
C)involvement manipulation
D)attitude adjustment

Accepted Answer

The process that creates changes in behavior is called learning. Learning involves the acquisition of new knowledge, skills, attitudes, or values through experience, study, or instruction. It may happen unintentionally or intentionally, and it can have different types like classical conditioning, operant conditioning, observational learning, among others. Selective adaptation, involvement manipulation, and attitude adjustment are not accurate terms for this process.

Question 9

An ad for Boys & Girls Club of Canada calls it "the positive place for kids" and shows a sample membership card.To which of Maslow's needs does this ad most likely appeal?
A)physiological
B)social
C)esteem
D)self-actualization

Accepted Answer

The ad appeals to social needs by emphasizing the Boys & Girls Club of Canada as a place for kids to belong and interact, aligning with Maslow's hierarchy where social needs are crucial for personal development.

Question 10

Which of the following best describes an attitude toward a product .
A)easy to change.
B)a person's point of view about the product.
C)the same as a belief.
D)the same as "intention to buy."

Accepted Answer

"Point of view" is a simpler way to state "learned tendency to respond consistently." Both denote an opinion,which can change over time.

Question 11

What do manufacturers of consumer goods want to encourage when they give away trial sizes of new products?
A)experiential learning
B)selective perception
C)continuous reinforcement
D)conceptual perception

Accepted Answer

Trial behaviour reinforces experiential learning,often leading to repeat behaviour.

Question 12

According to Maslow's hierarchy of needs model,what are the first needs most people would try to satisfy?
A)safety
B)physiological
C)economic
D)esteem

Accepted Answer

According to Maslow's hierarchy of needs, the base or most fundamental needs are physiological needs such as food, water, shelter, and clothing. These needs are necessary for survival and once they are fulfilled the individual can move up the hierarchy to satisfy higher-level needs such as safety, love/belonging, esteem, and self-actualization. Therefore, the correct answer is option B, physiological needs.

Question 13

Advocacy groups lobbying for support money may be inflating the number of people who suffer or die from particular maladies such as AIDS,cancer,and Alzheimer's.These groups are using fear as a marketing tool to specifically target the which needs in Maslow's hierarchy?
A)esteem
B)safety
C)physiological
D)social

Accepted Answer

These fear appeals target safety needs.

Question 14

Which of the following tend to be more enduring and complex than beliefs,because they rest on an individual's value system?
A)motivational cues
B)cultures
C)attitudes
D)perceptions

Accepted Answer

Attitudes tend to be more enduring and complex than beliefs because they are based on an individual's values, which are deeply ingrained and can influence behavior and decision-making. Motivational cues are fleeting and specific to particular situations, cultures encompass a broad range of beliefs and practices, and perceptions are individual interpretations of sensory information.

Question 15

Christian Pawl holds the opinion that the Black Diamond Skylight three-person three-season tent is the most amazing tent on the market.He thinks the tent is equally good in pouring West Coast rain or sweltering desert heat.Pawl is so convinced of the tent's versatility that he would have been willing to pay much more than the $430 retail price of this tent.What does this describe about the Black Diamond tent?
A)Pawl's beliefs
B)Pawl's attitudes
C)Pawl's standards
D)Pawl's valuations

Accepted Answer

A belief is often developed about the attributes of a product.Attitudes,however,are more complex and encompass values.

Question 16

Zena has been promoted to vice president at the management consulting firm she works for.Her status has led her to consider the need for a new car.Her trusty little Volkswagen Beetle had over 100,000 kilometres on it and no longer seemed appropriate.Susanne,another vice president,suggested that Zena consider a car produced in Canada because the consulting firm she works for has a policy of supporting Canadian businesses.Zena began her quest for a new car by visiting several car dealers and obtaining pamphlets on the models she is considering.She also made a trip to the library to study Consumer Reports and other consumer rating publications to see what the experts think.Finally,after evaluating all options,Zena decided to purchase a new Chrysler.She believes the car is a good fit with her new image and position in her company.Now that she has purchased the car,she has seen more advertisements touting its features than she ever noticed before.She also has noticed many models of her car on the road.Zena thinks the fact that so many others are driving the same model car as hers is proof that she made a good decision.
-Refer to New Car Purchase.Zena's visits to the dealers and to the library best represent which step of the consumer decision-making process?
A)need recognition
B)information search
C)evaluation of alternatives
D)stimulus

Accepted Answer

These activities best represent information search.Zena must collect the information before she can begin evaluating alternatives.

Question 17

A few years ago,tea was a product with relatively little growth and was considered to be a product for the old and the middle-aged.Then tea manufacturers started promoting the health benefits of tea.Since the introduction of the research on how tea provides the body with useful anti-oxidants,tea consumption has increased by more than 25 percent,and it appears its market share will continue to grow,especially among young women in their 20s.This is an illustration of how promotion can do which of the following?
A)change the importance of beliefs about product attributes
B)change beliefs about product attributes
C)add new beliefs about product attributes
D)reinforce current beliefs about product attributes

Accepted Answer

The companies were attempting to change beliefs about a product attribute from negative to positive.

Question 18

What occurs when consumers remember only information that supports their personal feelings or beliefs?
A)selective reinforcement
B)selective exposure
C)selective retention
D)selective distortion

Accepted Answer

Selective retention is the process where consumers remember only information that supports their personal feelings or beliefs, while ignoring or forgetting information that contradicts them. This is a common phenomenon in how people process and recall information.

Question 19

Cassandra,an accounting major,read an article stating that accounting graduates are receiving the highest starting salary offers for business majors.The article also stated that marketing majors start with lower salaries but surpass all other majors' salaries within 10 years.A week later Cassandra doesn't remember reading this last part of the article,just the first part.What is this an example of?
A)selective distortion
B)selective exposure
C)selective reinforcement
D)selective retention

Accepted Answer

Selective retention is the process whereby a consumer remembers only information that supports personal feelings or beliefs.

Question 20

What is the ranked from the lowest to the highest level in Maslow's hierarchy of needs model?
A)safety,esteem,social,physiological,and self-actualization needs
B)physiological,social,esteem,economic,and self-actualization needs
C)safety,economic,social,esteem,and self-development needs
D)physiological,safety,social,esteem,and self-actualization needs

Accepted Answer

Maslow's hierarchy of needs model is typically arranged in a pyramid shape, with the most basic needs at the bottom and the most advanced needs at the top. The correct order, from lowest to highest, is physiological needs (such as food, water, and shelter), safety needs (such as security and stability), social needs (such as love and belonging), esteem needs (such as respect and achievement), and finally self-actualization needs (such as personal growth and fulfillment). Choice D correctly arranges the needs in this order.

Quiz 5: Consumer Decision Making

Moss Security is a home security business.What does its slogan,"Alarmed? You should be," appeal to?

If an advertiser wanted to create ads for a restaurant that stimulate the self-actualization motivation,what would its ads do?

In the late 1990s,DaimlerChrysler established a department solely to work on the sound of its car doors.The company understood the connection consumers make between sound and quality.What was DaimlerChrysler attuned to?

What was the slogan used by the manufacturer of Jaguar automobiles,"Don't dream it.Drive it," intended to appeal to?

In the 1990s,Mobil ran an extensive campaign to convince drivers that detergent additives to Mobil's gasoline cleaned car engines.What did Mobil's campaign attempt to do?

What is the name for the process that creates changes in behaviour?

An ad for Boys & Girls Club of Canada calls it "the positive place for kids" and shows a sample membership card.To which of Maslow's needs does this ad most likely appeal?

Which of the following best describes an attitude toward a product .

What do manufacturers of consumer goods want to encourage when they give away trial sizes of new products?

According to Maslow's hierarchy of needs model,what are the first needs most people would try to satisfy?

Advocacy groups lobbying for support money may be inflating the number of people who suffer or die from particular maladies such as AIDS,cancer,and Alzheimer's.These groups are using fear as a marketing tool to specifically target the which needs in Maslow's hierarchy?

Which of the following tend to be more enduring and complex than beliefs,because they rest on an individual's value system?

What occurs when consumers remember only information that supports their personal feelings or beliefs?

What is the ranked from the lowest to the highest level in Maslow's hierarchy of needs model?