Question 1

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

Accepted Answer

Cognitive dissonance refers to the discomfort or tension that people feel when they are confronted with new information that conflicts with their beliefs or values. In the case of buying a new sports car, the cost of the car and the potential environmental impact could create a significant amount of cognitive dissonance for the purchaser. They may question whether the car is worth the expense and if it aligns with their environmental values.

Question 2

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

Accepted Answer

The answer of Which of the following statements is true...

Question 3

In the special bride edition of Martha Stewart 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

The editors of Martha Stewart Living magazine are providing information and advice on the latest trends in weddings, and are likely considered to be opinion leaders in the industry. Opinion leaders are individuals or groups that are influential in shaping the opinions and behaviors of others, and the editors of this magazine hold that role for many brides-to-be looking for guidance on planning their weddings.

Question 4

Kate is looking forward to spending two weeks in Hawaii. However, one week before the trip, Kate's car breaks down, and she has to spend her vacation money on repairs. Kate's desire for a luxurious vacation is produced by a(n) _____ motive, while the necessity of paying for car repairs is an example of a _____ motive.

Accepted Answer

Kate's desire for a luxurious vacation is a positively originated motive because it is driven by the pursuit of pleasure and enjoyment. The necessity of paying for car repairs is a negatively originated motive because it is driven by the need to solve a problem or avoid a negative outcome.

Question 5

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

In this scenario, inexpensive and tasty are considered as Morgan's evaluative criteria which she considers while purchasing wine.

Question 6

What level of Maslow's hierarchy of needs is being addressed in a clothing ad that states "Create your signature style?"

Accepted Answer

"Create your signature style" is addressing self-actualization, which is the highest level in Maslow's hierarchy of needs. Self-actualization refers to the desire to reach one's full potential, including personal growth, creativity, and self-expression. The clothing ad is suggesting that by developing a unique style, individuals can express themselves and achieve self-actualization.

Question 7

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

Accepted Answer

The answer of The _____ depicts the degrees and kinds...

Question 8

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

Accepted Answer

Reference groups are those groups of people whose attitudes, behavior, values, and standards of conduct are used as a reference by an individual when making decisions. These groups can vary from culture, age, gender, occupation, and social class. We try to emulate or gain approval from members of our reference group.

Question 9

Last week, Gopal paid $359 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 an identical sewing machine at Walmart for $169. He is likely to experience:

Accepted Answer

Gopal is likely to experience cognitive dissonance because he paid a higher price for the sewing machine and then found out that the same product is available at a significantly lower price at a different retailer. This creates a feeling of discomfort or inconsistency in his mind, as he tries to reconcile his belief that he received a bargain with the new information that suggests otherwise.

Question 10

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

Accepted Answer

The FCB grid consists of four quadrants, which are categorized based on the customer's level of involvement (high or low) and thinking style (think or feel). The other options listed are not related to the FCB grid.

Question 11

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 worldwide, 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

The beliefs and practices of Zoroastrianism create a distinct subculture within the larger societies of Iran and India.

Question 12

Someone who is a vegetarian often becomes so due to the belief that killing animals is cruel and that processed meat contains harmful chemicals. Both of these reasons are examples of _____ motives.

Accepted Answer

Negatively originated motives are driven by the desire to avoid negative outcomes or consequences, such as the cruelty of killing animals and the harmful chemicals in processed meat. This contrasts with positively originated motives, which are driven by the desire to achieve positive outcomes or rewards. The other answer choices do not accurately describe the nature of the motives presented.

Question 13

People who enjoy a thick Porterhouse steak often appreciate the taste and consider the meal a well-deserved reward at the end of a hard day. These reasons for enjoying steak are all examples of _____ motives.

Accepted Answer

Transformational motives are related to experiences that transform or enhance how individuals feel, such as the enjoyment and reward associated with eating a steak after a hard day.

Question 14

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

Tina is using her new classmates as a reference group, meaning that she is using them as a basis for comparison to determine her own behavior and appearance.

Question 15

To establish an evoked set, consumers must:

Accepted Answer

To establish an evoked set, consumers must establish evaluative criteria, meaning they have specific standards or features that they are looking for in a product or brand. Brand loyalty (option A) is not necessary for establishing an evoked set, and recognizing personal influences (option C) is important for understanding external factors that may influence their decision-making but not necessarily for establishing an evoked set. Avoiding post-purchase evaluation (option D) and experiencing cognitive dissonance (option E) are related to the post-purchase evaluation stage and not relevant to establishing an evoked set.

Question 16

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 refers to the brands or products that a consumer considers when making a purchasing decision based on their past experiences, preferences, or available information. As Morgan considers only the Charles Shaw, Livingston, or Sutter Home brands when selecting her wine, these three brands represent her evoked set.

Question 17

Consumers' evoked sets are:

Accepted Answer

Evoked set refers to the alternatives that consumers evaluate before making a purchase decision. It includes all the brands or products that a consumer can recall from memory or that come to mind when considering a particular purchase.

Question 18

The number of Hispanics in the United States is growing rapidly. In Mexico, a prescription is not needed to get medication, so the idea of bringing prescriptions 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

The scenario described involves a difference in cultural norms regarding medication and prescriptions between Mexico and the United States, which is a cultural difference.

Question 19

_____ 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

The definition given in the question clearly matches the concept of culture. Psychographics refer to the study of personality, values, attitudes, interests, and lifestyles, whereas civilization refers to a society that has developed a high level of culture and technology. Social evolution refers to the development of societies and their cultures over time, and social class is a way of categorizing people based on their economic and social status.

Question 20

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

The theory referred to in the question is the theory of cognitive dissonance, which suggests that people experience discomfort or dissonance when their beliefs or behaviors are inconsistent with one another. To reduce this discomfort, people may alter their beliefs or behaviors to align them with one another. This theory has been widely studied in the field of social psychology.

Quiz 5: Communication and Consumer Behavior