Question 1

Someone who is a vegetarian often becomes so due to the belief that killing animals is cruel and that meat contains chemicals they do not want in their bodies.Both of these reasons are examples of _____ motives.

Accepted Answer

The most common energizers of consumer behavior are the negatively originated motives,such as problem removal or problem avoidance.Whenever we run out of something,for instance,we experience a negative mental state.To relieve those feelings,we actively seek a new or replacement product.The reasons created a negative mental state.

Question 2

For which of the following purchasers would cognitive dissonance be the greatest?

Accepted Answer

During the postpurchase period,the consumer may enjoy the satisfaction of the purchase and thereby receive reinforcement for the decision.Or the purchase may turn out to be unsatisfactory for some reason.In either case,feedback from the postpurchase evaluation updates the consumer's mental files,affecting perceptions of the brand and similar purchase decisions in the future.This story is common for a high-involvement purchase decision.The higher the level of involvement with the purchase,the greater the potential for cognitive dissonance.

Question 3

People who enjoy a thick Porterhouse steak often does so because it tastes good,their family members all eat beef and it is a good reward at the end of a hard day.These reasons for enjoying meat are all examples of _____ motives.

Accepted Answer

The three positively originated motives-sensory gratification,intellectual stimulation,and social approval-are also called transformational motives because the consumer expects to be transformed in a sensory,intellectual,or social sense.They could also be called "reward" motives because the transformation is a rewarding state.Transformational motives are sometimes called reward motives.

Question 4

Last week,Gopal paid $359.00 for a sewing machine for his wife.He purchased the machine from an Internet retailer and believed he had received a bargain.This week he found the identical sewing machine at Walmart for $169.00.He is likely to experience:

Accepted Answer

Cognitive dissonance occurs when there is inconsistency between what the consumer perceived to be true and reality.

Question 5

What level of Maslow's hierarchy of needs is the ad for Spiegel when it uses the following promotional appeal: "Create your signature style?"

Accepted Answer

With a "signature style," a woman can make herself the most attractive possible (Refer to Exhibit 5-6).

Question 6

_____ refers to the whole set of meanings,beliefs,attitudes and ways of doing things that are shared by some homogeneous social group and typically handed down from generation to generation.

Accepted Answer

Culture refers to the whole set of meanings,beliefs,attitudes,and ways of doing things that are shared by some homogeneous social group and typically handed down from generation to generation.

Question 7

To establish an evoked set,consumers must:

Accepted Answer

Evaluative criteria are standards that consumers use to judge the features and benefits of their evoked sets.

Question 8

_____ are groups of people whom we try to emulate or whose approval concerns us.

Accepted Answer

Reference groups are people we try to emulate or whose approval concerns us.

Question 9

According to the ____,people strive to justify their behavior by reducing the degree to which their beliefs or impressions are inconsistent with reality.

Accepted Answer

A key feature of the postpurchase evaluation is cognitive dissonance.The theory of cognitive dissonance holds that people strive to justify their behavior by reducing the dissonance,or inconsistency,between their cognitions (their perceptions or beliefs)and reality.

Question 10

Once a month,Morgan buys a case of wine.She will either buy the Charles Shaw brand,the Livingston brand or the Sutter Home brand because she knows that these three brands are inexpensive and tasty.She considers only these three options when selecting her wine.For Morgan,the three brands of wine are a(n):

Accepted Answer

An evoked set is the alternatives that consumers evaluate before making decisions.

Question 11

Which of the following statements is true about the FCB grid?

Accepted Answer

FCB grid is a two dimensional model that categorizes consumer products into four quadrants based on "high involvement" or "low involvement," and "think" or "feel." By positioning brands in the grid,an agency can determine the type of advertising that would be most appropriate.

Question 12

Once a month,Morgan buys a case of wine.She will either buy the Charles Shaw brand,the Livingston brand or the Sutter Home brand because she knows that these three brands are inexpensive and tasty.Inexpensive and tasty would be classified as her:

Accepted Answer

Evaluative criteria are the standards that consumers use to judge the features and benefits of their evoked sets.

Question 13

Consumers' evoked sets are:

Accepted Answer

Evoked set: The particular group of alternative goods or services a consumer considers when making a buying decision.

Question 14

The four quadrants of the FCB grid are high involvement or low involvement and:

Accepted Answer

FCB grid: A two dimensional model that categorizes consumer products into four quadrants based on "high involvement" or "low involvement," and "think" or "feel." By positioning brands in the grid,an agency can determine the type of advertising that would be most appropriate (Refer to Exhibit 5-9).

Question 15

The number of Hispanics in the United States is growing rapidly.In Mexico,a prescription is not needed to get medication and so the idea of bringing their prescription to the pharmacist in order to get the needed medicine is foreign to Mexican immigrants.Developing a method of explaining prescriptions to recent immigrants is a response to _____ differences.

Accepted Answer

Culture refers to the whole set of meanings,beliefs,attitudes,and ways of doing things that are shared by some homogeneous social group and typically handed down from generation to generation.Culture includes the ways things are done-such as treating an illness.

Question 16

Zoroastrianism was the dominant world religion during the Persian empires (559 BC to 651 AC)and was thus the most powerful world religion at the time of Jesus.It is still practiced world-wide,especially in Iran and India.Within these two countries,the religion's members share a set of beliefs that set them apart from others who reside in the country.Believers in this religion would be classified as a(n):

Accepted Answer

A subculture is a segment within a culture that shares a set of meanings,values or activities that differ from those of the overall culture.

Question 17

In the special bride edition of Martha Stewart's Living magazine,its editors describe the latest trends in weddings and give advice on how to create the perfect wedding.In this situation,the editors of the magazine could be considered:

Accepted Answer

An opinion leader is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity.All fields (sports,religion,fashion,politics)have opinion leaders.An opinion leader may be some expert we find credible.The editors of the magazine are acting in the role of knowledgeable friends.

Question 18

Tina is a new student at a private academy.She values the opinions of her new classmates and tries to dress just like them.She watches the same television shows they watch and tries to copy their hair style and the way they stand.For Tina,her new classmates are a(n):

Accepted Answer

Reference groups are People we try to emulate or whose approval concerns us.Tina desires their approval.

Question 19

Each year Kate looks forward to her two-week vacation.She treats herself to some exotic location and stays in luxurious surroundings.Just before her last vacation,her car broke down and she had to spend her vacation money on repairs.The desire for a luxurious vacation is produced by a(n)_____ motive,while the necessity of paying to have the car repaired is an example of a(n)_____ motive.

Accepted Answer

The vacation can be viewed as a reward and is,therefore,a positively originated motive.The car repair removes a problem and is,therefore,a negatively originated motive.

Question 20

The _____ depicts the degrees and kinds of involvement a consumer brings to the purchase decision for different products.

Accepted Answer

The Kim-Lord grid also depicts the degree and the kind of involvement a consumer brings to the purchase decision for different products.Some purchases,like cars,require a high degree of personal involvement on both the cognitive and affective levels.

Quiz 5: Communication and Consumer Behavior