Question 1

According to Maslow's hierarchy of needs, the desire to feel accomplishment, achievement, and respect is a social need.

Accepted Answer

The desire to feel accomplishment, achievement, and respect falls under the category of esteem needs in Maslow's hierarchy, not social needs. Social needs refer to the need for belonging, love, and interpersonal relationships.

Question 2

Marketers realize that attitudes are highly erratic and cannot be used to determine the purchasing behaviours of consumers.

Accepted Answer

Attitudes can be used as an indicator of purchasing behaviors, although they may not always be accurate. Marketers often use attitude research to gain insights into consumer preferences and develop effective marketing campaigns.

Question 3

Consumers with strong loyalties to certain products are more difficult to reach with competitive advertising.

Accepted Answer

Consumers with strong brand loyalties are less likely to switch to a competitor based on advertising alone. They have already established a connection with the brand and may be less receptive to alternative messaging. Therefore, it can be more challenging to reach and persuade them through competitive advertising.

Question 4

A person's perception of a product results solely from its physical characteristics, such as size, colour, shape, and weight.

Accepted Answer

A person's perception of a product is not solely based on its physical characteristics. Other factors such as brand reputation, marketing, pricing, and personal experiences also play a significant role in shaping a person's perception of a product.

Question 5

Jacqueline plans to purchase a 40-inch flat-screen television.After reading Consumer Reports, comparing technologies and prices on the Internet, and talking with friends and family who have made a similar purchase, Jacqueline makes her selection.The behavioural component most apparent in this situation is cognitive behaviour.

Accepted Answer

The cognitive behaviour component involves information processing and decision making based on research and evaluation of options, which Jacqueline has clearly demonstrated in her process of selecting a television.

Question 6

Of all the variables that marketers study, attitudes are the MOST important because they change frequently and can be easily influenced in favour of buying a particular product.

Accepted Answer

While attitudes are important for marketers to understand, they can be difficult to change and are often deeply ingrained. Other variables such as demographics, psychographics, and behavior may also be important in influencing consumer behavior.

Question 7

Motive is the force that moves an individual from the state of needing to the state of wanting.

Accepted Answer

The answer of Motive is the force that moves an...

Question 8

The three components of an attitude are cognitive, affective, and behavioural.

Accepted Answer

The three components of an attitude are cognitive, affective, and behavioural.

Question 9

According to Maslow's hierarchy of needs, some people fixate on a need and never move beyond it.

Accepted Answer

According to Maslow's hierarchy of needs, if a lower-level need is not met, an individual may become fixated on it and have difficulty moving up to satisfy higher-level needs. This is known as "deficiency motivation." However, if a person's lower-level needs are met, they will naturally move on to satisfy higher-level needs, which are growth-oriented. Therefore, it is possible for someone to fixate on a need and never move beyond it.

Question 10

Perception is the meaning a person attributes to incoming stimuli gathered through the senses of hearing, taste, smell, touch, and sight.

Accepted Answer

This statement is true. Perception refers to how a person interprets and makes sense of sensory information received from the environment.

Question 11

Customer loyalty programs are a form of purchasing reinforcement.

Accepted Answer

Customer loyalty programs are designed to reward customers for their repeated business and encourage them to continue purchasing from the same company, and therefore act as a form of purchasing reinforcement.

Question 12

When creating an advertisement, marketers use colour instead of contrast to break through the perceptual screens of consumers.

Accepted Answer

Marketers use contrast to break through the perceptual screens of consumers, not just colour alone. Contrast can be created with the use of different colours, but it also involves the use of different shapes, sizes, and positions within an advertisement.

Question 13

Maslow's hierarchy of needs begins with self-actualization needs at the lowest level and progresses to physiological needs at the highest.

Accepted Answer

Maslow's hierarchy of needs begins with physiological needs at the lowest level and progresses to self-actualization needs at the highest.

Question 14

Marketers are challenged to create better packaging, dynamic advertising, and eye-catching promotional materials in order to maintain the perceptual screens of loyal consumers.

Accepted Answer

Marketers are challenged to create better packaging, dynamic advertising, and eye-catching promotional materials to penetrate, not maintain, the perceptual screens of consumers. Perceptual screens are mental filtering processes through which all inputs must pass; the goal is to capture attention and interest, leading to the perception of the product or brand.

Question 15

Melanie avoids shopping at a particular store because she feels that the type of people who shop there are not people she would like to be associated with.In doing so, Melanie is exhibiting the behavioural component of attitude.

Accepted Answer

Melanie is exhibiting the affective component of attitude, which involves feelings or emotions one has about a situation, object, or group, rather than the behavioral component, which would involve her actions towards the store or its patrons.

Question 16

A need is an imbalance between the consumer's actual and desired state.

Accepted Answer

This is the definition of a need in marketing.

Question 17

Brand loyalty is valued by marketers as it not only keeps consumers purchasing the product, but also acts as a buffer against competitive messages getting to the consumer.

Accepted Answer

Brand loyalty is valued by marketers as it ensures that consumers will continue to purchase the product, even if there are other options available. This makes it difficult for competitors to sway the consumer with their messaging, as the consumer is already committed to the brand. Therefore, brand loyalty acts as a buffer against competitive messages getting to the consumer.

Question 18

Marketers have two ways of convincing consumers to adopt favourable attitudes toward their products: attempting to change the attitudes of consumers, or changing the product to appeal to existing attitudes.

Accepted Answer

This statement is true. Marketers can try to influence consumers' attitudes towards products by either attempting to change their existing attitudes or by adapting the product to appeal to consumers' existing attitudes.

Question 19

Marketers are more concerned with the current status of consumer decisions than they are with the process of how these decisions change over time.

Accepted Answer

Marketers are interested in both the current status of consumer decisions and the process of how these decisions change over time, as understanding the decision-making process helps in predicting future consumer behavior and in developing effective marketing strategies.

Question 20

Later research has shown that, depending on the personal value system of an individual, he or she might skip the esteem level of Maslow's hierarchy of needs and move directly toward self-actualization.

Accepted Answer

This is true. Some individuals may prioritize self-actualization over the esteem level, depending on their personal values and goals. Maslow's hierarchy of needs is not necessarily a strict progression, and individuals may move back and forth between different levels throughout their lives.

Quiz 4: Consumer Behaviour

According to Maslow's hierarchy of needs, the desire to feel accomplishment, achievement, and respect is a social need.

Marketers realize that attitudes are highly erratic and cannot be used to determine the purchasing behaviours of consumers.

Consumers with strong loyalties to certain products are more difficult to reach with competitive advertising.

A person's perception of a product results solely from its physical characteristics, such as size, colour, shape, and weight.

Of all the variables that marketers study, attitudes are the MOST important because they change frequently and can be easily influenced in favour of buying a particular product.

Motive is the force that moves an individual from the state of needing to the state of wanting.

The three components of an attitude are cognitive, affective, and behavioural.

According to Maslow's hierarchy of needs, some people fixate on a need and never move beyond it.

Perception is the meaning a person attributes to incoming stimuli gathered through the senses of hearing, taste, smell, touch, and sight.

Customer loyalty programs are a form of purchasing reinforcement.

When creating an advertisement, marketers use colour instead of contrast to break through the perceptual screens of consumers.

Maslow's hierarchy of needs begins with self-actualization needs at the lowest level and progresses to physiological needs at the highest.

Marketers are challenged to create better packaging, dynamic advertising, and eye-catching promotional materials in order to maintain the perceptual screens of loyal consumers.

Melanie avoids shopping at a particular store because she feels that the type of people who shop there are not people she would like to be associated with.In doing so, Melanie is exhibiting the behavioural component of attitude.

A need is an imbalance between the consumer's actual and desired state.

Brand loyalty is valued by marketers as it not only keeps consumers purchasing the product, but also acts as a buffer against competitive messages getting to the consumer.

Marketers have two ways of convincing consumers to adopt favourable attitudes toward their products: attempting to change the attitudes of consumers, or changing the product to appeal to existing attitudes.

Marketers are more concerned with the current status of consumer decisions than they are with the process of how these decisions change over time.

Later research has shown that, depending on the personal value system of an individual, he or she might skip the esteem level of Maslow's hierarchy of needs and move directly toward self-actualization.