Deck 2: Perspectives on Consumer Behavior

Question 1

Marketers often introduce new brands into markets that are mature and saturated because of consumer's tendency towards:

A)internal search.
B)novelty seeking behavior.
C)external search.
D)brand loyalty.
E)habitual choice behavior.

Answer 1

B

Question 2

Lower level needs such as hunger and thirst are important to marketers because these needs:

A)are the hardest to satisfy.
B)are an ongoing source of motivation for most consumer purchase behavior.
C)provide marketing opportunities for international marketers who do not want to make major financial investments in product adaptation.
D)offer marketers a basis for differentiating their products.
E)are the source for most market development strategies.

Answer 2

B

Question 3

The ad for Riverside Military Academy (RMA)states,"RMA sets standards that enable young men to achieve extraordinary excellence for a lifetime of accomplishments." In other words,students attending RMA will satisfy their ______ needs as defined by Maslow's hierarchy.

A)physiological
B)social
C)self-actualization
D)esteem
E)safety

Answer 3

C

Question 4

The headline for the National Flood Insurance program ad reads,"There's a chance of flooding in your area.Are you willing to bet the house on it?" The ad shows a picture of a flooded home and shows how flood insurance helps to satisfy the ______ need as defined by Maslow's hierarchy.

A)physiological
B)social
C)self actualization
D)esteem
E)safety

Question 5

Energizer batteries come with a tester on each battery that lets a user see if the battery needs to be replaced.This strategy is focused on reaching consumers at the _____ stage of the consumer decision making process.

A)problem recognition
B)internal search
C)external search
D)alternative evaluation
E)purchase

Question 6

According to Abraham Maslow's hierarchy of needs,the basic level of needs is:

A)physiological needs.
B)social needs.
C)self actualization needs.
D)esteem needs.
E)safety needs.

Question 7

The market for snack food is saturated,but manufacturers continue to develop new offerings.Which of the following best explains why the makers of Honey Maid graham crackers found it necessary to develop and market Honey Maid graham sticks?

A)Consumer's novelty-seeking behavior
B)To satisfy a physiological need
C)To broaden the marketer consideration set
D)Consumer cocooning
E)To balance any product deletion

Question 8

The Hierarchy of needs theory was popularized by:

A)Sigmund Freud
B)Sigmund Maslow
C)Consumer Healthcare Products Association
D)Abraham Maslow
E)James Vicary

Question 9

_____ is the process and activities people engage in when searching for,selecting,purchasing,using,evaluating,and disposing of products and services so as to satisfy their needs and desires.

A)Marketing
B)Exchange
C)Consumer behavior
D)Conspicuous consumption
E)Learning

Question 10

A _____ is a desire for something that one does not have.

A)need
B)want
C)product
D)problem
E)mnemonic

Question 11

_____ are factors that compel or drive a consumer to take a particular action.

A)Motives
B)Impulses
C)Wants
D)Evaluative criterion
E)Attributes

Question 12

According to Abraham Maslow's hierarchy of needs theory,the highest level of needs is ______ needs.

A)physiological
B)social
C)self actualization
D)esteem
E)safety

Question 13

Which of the following statements describe a situation in which marketer-induced problem recognition was used?

A)Shoppers Stop,a clothing and accessories brand,sends a newsletter to all its customers every three months that gives them details on what is in fashion and the new arrivals at the store.
B)Ken purchases a cable to connect the DVD player to his TV after purchasing the DVD player.
C)Casey purchased 'Sun Silk,' an anti-dandruff shampoo,but switched to 'Head & Shoulders' when it was not effective.
D)Tony had purchased a laptop 2 years ago and since some of its features are not working properly,he realizes that the laptop needs to be upgraded.
E)Patrick hurt his toe while jogging and realized that his sports shoes were torn.He went to Nike to purchase a new pair of shoes.

Question 14

_____ is a technique to probe into the mind of a customer in which an individual is asked to respond to the first thing that comes to his mind when he or she is given a word or a picture.

A)In-depth interview
B)Delphi technique
C)Association tests
D)Focus groups
E)Evoked set

Question 15

Ilon loves his car and does everything necessary to keep the vehicle in top running condition.When he heard a strange popping noise under the hood,he knew the car needed the services of a mechanic.The noise triggered the _____ stage of the consumer decision-making process.

A)internal search
B)external search
C)problem recognition
D)alternative evaluation
E)post-purchase evaluation

Question 16

Consumer behavior is defined as:

A)a process of conspicuous consumption.
B)the process people engage in when searching for,selecting,and using products and services they need.
C)the act of physically purchasing a product.
D)the act of making a final decision as to which product to purchase.
E)the process product producers use to design new products.

Question 17

The slogan of Bata,an Indian shoe brand,is 'The World at your feet.' Bata is focusing on satisfying which of the following need of the consumers?

A)Physiological
B)Social
C)Safety
D)Esteem
E)Self Actualization

Question 18

Martha took part in a marketing research experiment in which she was given two pictures of two distinctly different kitchens and asked to write a description of the person who owned each one.What kind of motivation research was Martha participating in?

A)Projective techniques
B)An association test
C)A focus interview
D)A mall intercept
E)Subliminal test

Question 19

_____ generally occurs during the first stage in the consumer decision making process.

A)Internal search
B)External search
C)Problem recognition
D)Alternative evaluation
E)Post-purchase evaluation

Question 20

An ad for Duncan Hines cake mixes advises consumers to "Tell Them What Is in Your Heart Without Saying a Word" by preparing Duncan Hines brownies for your family and close friends.Duncan Hines is claiming to help satisfy consumers' _____ need as defined by Maslow's hierarchy.

A)physiological
B)social
C)self-actualization
D)esteem
E)safety

Question 21

In-depth interviews,projective techniques and association tests in which consumers are encouraged to bring out associations related to products and brands are methodologies used primarily by:

A)motivation researchers.
B)attitude researchers.
C)learning theorists.
D)demographic researchers.
E)social influence researchers.

Question 22

As you are watching television,have you ever seen the same commercial repeated numerous times over a period of days? The best explanation for the repetitive ads is the advertisers' desire to create:

A)selective attention.
B)selective exposure.
C)selective comprehension.
D)selective retention.
E)subliminal perception.

Question 23

On a trip to Spokane,Joy experienced car trouble.She knew she needed to find a good mechanic,so she asked the advice of the people running the motel where she was staying.She also called the local Better Business Bureau to help and looked in the local Yellow Pages.Finally,she called a friend who used to live in Spokane for his recommendation.Joy was engaged in the _____ stage of the consumer decision making process.

A)problem recognition
B)information search
C)postpurchase evaluation
D)subliminal problem avoidance
E)purchase decision

Question 24

Sam Crenshaw looked at realty ads in local newspaper and in the listings magazine he found at a local restaurant,asked his friends,and called the local Chamber of Commerce before purchasing a home site in Lincoln.These activities are examples of:

A)internal information search.
B)external information search.
C)post purchase evaluation.
D)problem clarification.
E)evoked set manipulation.

Question 25

_____ is the stage of the consumer decision making process whereby the individual scans information stored in memory to recall past experience and/or knowledge regarding various purchase alternatives.

A)Problem recognition
B)Internal information search
C)External information search
D)Alternative evaluation
E)Post purchase evaluation

Question 26

Clothing manufacturers like Calvin Klein and DKNY often employ sexy models in an attempt to attract attention to their ads.The theoretical explanation that would most support the idea that stimulating the consumer's sex drive would lead to product purchase is an application of:

A)the cognitive learning theory.
B)the psychoanalytic theory.
C)the behavioral learning theory.
D)affective modeling.
E)shaping.

Question 27

_____ is the immediate,direct response of the senses to stimuli like the smell of coffee,the feel of an ocean breeze,and the taste of chocolate.

A)Evocation
B)Sensation
C)Perception
D)Attitudinal adjustment
E)Perception retrieval

Question 28

_____ is a filtering or screening of exposure,attention,comprehension,and retention of stimuli.

A)Subliminal perception
B)Information discrimination
C)Sensation
D)Selective perception
E)Information retrieval

Question 29

_____ occurs when Mae reads only the book section of the New York Times Sunday newspaper and not look at the other sections of the paper.

A)Selective retrieval
B)Selective exposure
C)Selective comprehension
D)Selective retention
E)Subliminal perception

Question 30

Perception is an important consideration when creating attention-getting ads.Obsession and other brands of perfume use scented strips in their ads to influence _____ and to increase the probability that the ad will be perceived.

A)the consumer's level of sensory input
B)consumer personality
C)the internal information search
D)perception retrieval
E)subliminal perception

Question 31

The perception process whereby consumers interpret information based on their own attitudes,beliefs,motives and experiences is known as:

A)selective attention.
B)selective exposure.
C)selective comprehension.
D)selective retention.
E)subliminal perception.

Question 32

Critics of psychoanalytic theory believe any results from motivation research are unusable because:

A)results are too predictable.
B)the theory is too responsive to external environmental stimuli.
C)the research requires the use of very large samples.
D)the theory is too vague.
E)the research is too structured.

Question 33

The perceptual process has often been referred to as the consumer's _____ process.

A)shaping
B)information retrieval
C)filtering
D)situation-defining
E)modeling

Question 34

The gecko lizard in the Geico Direct insurance ads,the golden arches of McDonald's,and the Mr.Peanut character used by Planters' Peanuts are all examples of:

A)drives.
B)cues.
C)mnemonics.
D)trigger points.
E)persuaders.

Question 35

The print ad for Thomasville furniture's Louis Phillipe design shows a rumbled bed with pillows flung on the floor and two empty glasses of wine on a nearby table.The door to the balcony is open and looks as if the lovers have just stepped out to look at the moon.The use of sexual innuendoes in this ad to attract attention would be an application of:

A)the cognitive learning theory.
B)the psychoanalytic theory.
C)the behavioral learning theory.
D)affective modeling.
E)shaping.

Question 36

Through the use of mnemonics,advertisers hope consumers will engage in _____ when they see the advertisements.

A)selective attention
B)selective exposure
C)selective comprehension
D)selective retention
E)subliminal perception

Question 37

If one subscribes to the theory that "sex sells," which of the following theories would best support this position?

A)Cognitive theory
B)Operant conditioning
C)Classical conditioning
D)Psychoanalytical theory
E)Postmodernist theory of consumer behavior

Question 38

_____ is an approach to the structure and development of personality that focuses on the underlying motivations for human behavior.

A)Maslow's hierarchy of needs
B)Psychoanalytic theory
C)Integration heuristics
D)Multiattribute attitude theory
E)Operant conditioning

Question 39

_____ is the process by which an individual receives,selects,organizes,and interprets information to create a meaningful picture of the world.

A)Information search
B)Problem solving
C)Perception
D)Motivation
E)Integration

Question 40

Micah and Jeremy both watched the Sugar Bowl on television.Micah was especially interested in the ads for Ford and GMC trucks because he is planning on buying a new truck.Jeremy did not notice the truck,but because he is a theater major,he did notice the ads for a new movie based on an Alfred Hitchcock classic._____ accounts for why the two watched the same television show and saw different commercials.

A)Selective attention
B)Selective exposure
C)Subliminal perception
D)Selective retention
E)Selective comprehension

Question 41

Ads reminding people to use the FEDEX by dialing 1-800-GOFEDEX are based on:

A)a subliminal technique.
B)classical conditioning.
C)reinforcement theory.
D)a mnemonic.
E)shaping.

Question 42

During which stage of the consumer decision making process are both functional and psychosocial consequences important?

A)Problem recognition
B)Information search
C)Postpurchase evaluation
D)Alternative evaluation
E)Purchase decision

Question 43

In terms of the alternative evaluation stage of the consumer decision-making process,how a golf cart handles,how the brakes on a bicycle work,and how well a stain remover eliminates grass stains are all examples of:

A)functional consequences.
B)psychosocial consequences.
C)bundles of attributes.
D)service assessments.
E)physiological stimuli.

Question 44

_____ are the abstract outcomes of product or service usage that are intangible,subjective and personal.

A)Functional consequences
B)Psychosocial consequences
C)Bundles of attributes
D)Service assessments
E)Psychological stimuli

Question 45

Symbols,rhymes,association and images that assist in the learning and memory processes are known as:

A)drives.
B)cues.
C)mnemonics.
D)trigger points.
E)persuaders.

Question 46

_____ are the concrete outcomes of product or service usage that are tangible and directly experienced by consumers.

A)Functional consequences
B)Psychosocial consequences
C)Bundles of attributes
D)Service assessments
E)Physiological stimuli

Question 47

In terms of the alternative evaluation stage of the consumer decision-making process,how you feel when you wear new shoes,how you think others like your new hair style,and how a new weight-loss plan makes you feel about yourself are all examples of:

A)functional consequences.
B)psychosocial consequences.
C)bundles of attributes.
D)service assessments.
E)physiological stimuli.

Question 48

During which stage of the consumer decision-making process are evoked sets and evaluative criteria relevant?

A)Problem recognition
B)Information search
C)Postpurchase evaluation
D)Alternative evaluation
E)Purchase decision

Question 49

Which of the following statements describes a major advantage inherent in the use of multiattribute models to study consumer behavior?

A)Multiattribute models offer very simple ways to assess attitudes.
B)Multiattribute models focus only on the overall feelings a consumer has towards a brand.
C)Multiattribute models help marketers better understand and diagnose the underlying structure or basis of consumers' attitudes.
D)Multiattribute models view consumer attitude formation and decision making as non - compensatory in nature.
E)Multiattribute models help in predicting attitudes even when the importance that the consumers attach to the important product attributes are unknown.

Question 50

According to those who believe in subliminal advertising,effective symbols,such as skulls and cross bones,phallic symbols and words such as "sex",are embedded in the ads.The use of these symbols to stimulate consumers' motives would receive support from _____ theory.

A)cognitive
B)reinforcement
C)behavioral learning
D)psychoanalytical
E)operant learning

Question 51

The various brands identified as purchase options to be considered during the alternative evaluation process are known as:

A)decision criteria.
B)a brand attribution list.
C)the working model.
D)the evoked set.
E)subliminal choices.

Question 52

_____ are the dimensions or attributes of a product that are used to compare different alternatives.

A)Evaluative criteria
B)Attribute assignments
C)Dissonance motives
D)Consequences
E)Reinforcement criteria

Question 53

Todd buys a cold drink every afternoon.He either buys a Coca-Cola,or a Minute Maid lemonade.He will not consider any other brand or type of soft drink because the two drinks make up his:

A)decision criteria.
B)brand attribution list.
C)working model.
D)evoked set.
E)subliminal choices.

Question 54

_____ is the ability to perceive a stimulus that is below the level of conscious awareness.

A)Selective perception
B)Selective attention
C)Selective comprehension
D)Subliminal perception
E)Selective retention

Question 55

Leeanne is going to buy canned vegetables for her family's meals.Her evoked set would best be described as:

A)all brands of canned vegetables.
B)all brands of canned vegetables that are not store brands.
C)Del Monte and Stokely's canned vegetables because they are the only two brands she is aware of.
D)any vegetable-fresh,frozen,or canned.
E)whatever is stocked on her supermarket's shelves.

Question 56

The basis for subliminal advertising can be found in:

A)cognitive theory.
B)psychoanalytic theory.
C)behavioral learning theory.
D)affective theory.
E)multiattribute motivational model.

Question 57

_____ refer to specific events or outcomes consumers experience when a product or service is purchased and/or consumed.

A)Evoked sets
B)Attribute assignments
C)Dissonance motives
D)Evaluative Criteria and Consequences
E)Reinforcement criteria

Question 58

_____ is a construct that represents an individual's overall feelings or evaluation of an object and is viewed as a learned predisposition to respond toward it.

A)A motive
B)A need
C)Perception
D)An attitude
E)A decision rule

Question 59

Which of the following is an example of a psychosocial consequence?

A)The taste of a soft drink.
B)The feeling of prestige associated with wearing a Rolex watch.
C)The acceleration of an automobile.
D)The processing speed of a personal computer.
E)The firmness of a mattress.

Question 60

Which of the following is an example of a functional consequence?

A)The need to order champagne to celebrate a birthday.
B)The desire to eat a pound of chocolate.
C)The feeling of success that comes with the purchase of a Mercedes.
D)The taste of buttered popcorn in a movie theater.
E)The joy of finding the perfect gift for a friend.

Question 61

_____ assumes that learning is an associative process with an already existing relationship between a stimulus and a response.

A)Classical conditioning
B)Operant conditioning
C)Instrumental conditioning
D)Cognitive learning
E)Affective modeling

Question 62

_____ is a preference for a particular brand that results in its repeated purchase.

A)A purchase intention
B)Brand affectation
C)Cognitive dissonance
D)Brand loyalty
E)A heuristic

Question 63

Spalding ran an advertisement promoting its Top Flight golf balls as the brand that is the most durable and goes the farthest.This ad campaign attempted to influence consumers' attitudes by:

A)increasing or changing the strength or belief rating of the brand on an important attribute.
B)changing consumers' perceptions of the importance or value of an attribute.
C)adding a new attribute to the attitude formation process.
D)ignoring the competition.
E)avoiding any direct effect on consumers' attitudes.

Question 64

A product manager for a new brand of laundry detergent must:

A)increase problem recognition for detergent purchases.
B)interrupt consumers' routine choice behavior and get them to consider a new brand.
C)maintain a lower price than competitors.
D)provide detailed information to consumers.
E)create pioneering advertising.

Question 65

For which of the following situations is a consumer's purchase behavior most likely to be characterized by extended problem solving?

A)The purchase of laundry detergent
B)The purchase of a new pair of running shoes by a consumer who runs regularly
C)The purchase of a new set of skis by an avid skier
D)The selection of a restaurant for lunch with friends
E)The first time purchase of a personal computer by someone with no prior knowledge of PCs

Question 66

_____ is the process by which individuals acquire the purchase and consumption knowledge and experience they apply to future related behavior.

A)Information search
B)Cognitive dissonance
C)Consumer learning
D)Selective comprehension
E)Alternative evaluation

Question 67

_____ occurs when an unconditioned stimulus and a conditioned stimulus occur in close proximity in time and space.

A)Association
B)Repetition
C)Frequency
D)Contiguity
E)Generalization

Question 68

_____ is an outcome of the alternative evaluation process and represents a predisposition to buy a certain brand.

A)A purchase decision
B)A purchase intention
C)Affective behavior
D)Satisfaction
E)Cognitive dissonance

Question 69

Simplified decision rules such as "Always buy the largest size of the cheapest priced detergent" or "Only buy motor oil if the manufacturer is offering a rebate" are:

A)the result of integration processes.
B)called heuristics.
C)formalized group norms.
D)problem-solving consequences.
E)stimulus-response benefits.

Question 70

_____ is a state of psychological tension or post-purchase doubt a consumer may experience after making a difficult purchase decision.

A)Post-purchase evaluation
B)Self-serving bias
C)Cognitive dissonance
D)Conditioned anxiety
E)Affective response

Question 71

Beliefs concerning specific attributes or consequences that are activated and form the basis of an attitude are known as:

A)affective beliefs.
B)cognitive beliefs.
C)heuristics.
D)evaluative beliefs.
E)salient beliefs.

Question 72

_____ occurs when consumer's expectations are either met or exceeded.

A)Cognitive Dissonance
B)Satisfaction
C)Dissatisfaction
D)Shaping
E)Post purchase evaluation

Question 73

In the post purchase evaluation stage,when performance of a product or service is below expectations,it would result in:

A)development of an evoked set.
B)satisfaction of the marketer.
C)dissatisfaction of consumer.
D)evaluation of alternatives.
E)internal harmony of the purchaser.

Question 74

Information such as product knowledge,meanings,and beliefs is combined to evaluate alternatives through:

A)motive stimulation.
B)subliminal perception.
C)integration processes.
D)cognitive dissonance.
E)affective reasoning.

Question 75

Most of the purchase decisions made by consumers for low-priced frequently purchased products are characterized by:

A)routine response behavior.
B)limited problem solving.
C)extended problem solving.
D)high involvement.
E)cognitive learning.

Question 76

Nestlé uses the slogan,"Good Food,Good Life" to stress that its products provide everything consumers need-there is no need of looking at any other brands.Nestlé uses:

A)the affect referral decision rule.
B)intermittent stimulation.
C)cognitive input/output.
D)psychosocial consequences.
E)non-qualitative evaluative criteria.

Question 77

David Pruitt owns several rental apartments.He has used many appliance brands in his apartments and has been dissatisfied with their short life span.David now purchases only Maytag brand appliances to go into his apartments.His repeat purchases indicate:

A)the existence of cognitive dissonance.
B)the absence of any affect referral decision rule.
C)strong brand loyalty.
D)extensive decision making and strong psychosocial consequences.
E)a lack of evaluative criteria.

Question 78

_____ views a consumer's attitude toward a brand as possessing a number of attributes that provide the basis on which consumers form their attitudes.

A)A multiattribute attitude model
B)An affect referral attitude model
C)Heuristics
D)Stimulus-response theory
E)Operant conditioning

Question 79

In its ads,Maxwell House Coffee stresses consumers' overall emotional impression of the brand with its "Good to the last drop" slogan.Maxwell House wants consumers to purchase on the basis of this impression and not by comparing specific attributes of other brands of coffee.This is an example of a marketer using:

A)the affect referral decision rule.
B)intermittent stimulation.
C)cognitive input/output.
D)psychosocial consequences.
E)non-qualitative evaluative criteria.

Question 80

For which of the following products is the consumer most likely to experience cognitive dissonance?

A)Chewing gum
B)Diamond ring
C)Office supplies
D)Pencil
E)Nail polish