Question 1

A marketer of hair care products targeted at African American women created an advertising message that told the women their hair could be worn any way they wanted as opposed to wearing it straight.The message suggested the women did not need to conform to the mainstream media definition of beauty.It is most accurate to say that this ad was based on an understanding of ________.

Accepted Answer

The advertising message is focused on empowering African American women to embrace their own self-concept and not conform to mainstream media's standards of beauty, suggesting that the company understands the importance of self-concept in their target audience.

Question 2

Juana looked at her September issue of O magazine and did not see anything of interest.However,after her mother was diagnosed with bipolar disorder,Juana found the issue extremely interesting because it offered advice on how to help people who are suffering from this problem.The fact that the boring issue became quite interesting is most directly due to a change in Juana's ________.

Accepted Answer

Juana's change in attention, from not finding anything of interest to finding the article on bipolar disorder extremely interesting, is the most direct explanation for her shift in perception of the magazine issue.

Question 3

Leona purchased two bottles of wine from vineyards in Australia.When asked her opinion of the wine,she said the burgundy wine tasted like alcoholic grape juice,but the Chablis had a crisp taste that she really enjoyed.These statements were made during the ________ stage of Leona's purchase decision.

Accepted Answer

Leona's statements about the wine reflect her assessment after using the product, which is characteristic of the postpurchase evaluation stage.

Question 4

Beautiful actresses appear in ads testifying to the quality of a brand of hair coloring products.This is an application of which learning theory?

Accepted Answer

The answer of Beautiful actresses appear in ads testifying to...

Question 5

According to ________,men are not supposed to like movies that are described as "chick flicks," and women are not supposed to like movies that emphasize violence and destruction.

Accepted Answer

Gender roles refer to the societal and cultural expectations placed on individuals based on their gender. In this case, the expectation is that men should not like "chick flicks" (movies typically associated with women and emotions) and that women should not like movies that emphasize violence and destruction (typically associated with men and masculinity). This is a reflection of the gender roles traditionally assigned to men and women in society.

Question 6

Jell-O brand gelatin introduced a line of vegetable flavored gelatins,including tomato and celery.The product failed because consumers associated Jell-O gelatin with a sweet,fruit-based flavor.In this example,consumers' ________ made them unwilling to accept the new product.

Accepted Answer

Interpretation refers to how individuals assign meaning to sensory stimuli, and in this case, consumers associated Jell-O gelatin with a sweet, fruit-based flavor, making them unwilling to accept vegetable flavored gelatins.

Question 7

Easy Spirit uses ads featuring a country music singer with the hope that her fans will see her wearing Easy Spirit shoes and want to wear the same shoes she wears.Easy Spirit is hoping the singer's fans view her as a ________.

Accepted Answer

A reference group is a group of people that individuals use as a basis for comparison in forming beliefs, attitudes, and behaviors. Easy Spirit is hoping that the country music singer's fans will see her as a reference group and believe that wearing Easy Spirit shoes will make them more like her.

Question 8

Ruth loves to bake homemade breads.She will use only Pillsbury flour because that's the brand her mother,the best baker Ruth ever knew,always used.Ruth's brand loyalty is a type of ________.

Accepted Answer

Ruth's brand loyalty is a type of heuristic because she relies on a simple rule of thumb or mental shortcut (using the same brand her mother used) to make her decision, rather than evaluating all possible options.

Question 9

Several years ago,when the California raisin growers faced a surplus of raisins,they realized the problem resulted from consumers' evaluation of raisins as boring.To change consumers' ________ raisins,the California Raisin Advisory Board created the dancing raisins.

Accepted Answer

The blank is asking for what the California Raisin Advisory Board wanted to change in consumers regarding raisins. This pertains to the consumers' attitude toward raisins, which is affected by their perception of raisins as boring. The dancing raisins were created to change consumers' negative attitudes toward raisins by making them seem fun and exciting.

Question 10

McDonald's placement of a small toy in each Happy Meal as a reward for coming to the fast-food restaurant and ordering its food is based on which theory of learning?

Accepted Answer

The answer of McDonald's placement of a small toy in...

Question 11

Generation Xers,who were born between 1965 and 1976,share the childhood experiences of higher parental divorce rates,recession,and corporate downsizing.They tend to care about the environment and value experience over acquisition.Generation Xers make up a ________.

Accepted Answer

Generation Xers share common experiences and values, which classify them as a subculture.

Question 12

When he was a twenty-year-old bachelor,Hugh Atwater had different consumer needs than he did when he married at twenty six,fathered twins at twenty eight,and divorced at thirty seven.These changes in Atwater's consumer needs are directly related to changes in his ________.

Accepted Answer

The changes in Atwater's consumer needs are related to changes in his family life cycle, as he went through different life stages in which his family situation changed (bachelor, married with children, divorced).

Question 13

The founder of the upscale shoe company Harry's Shoes Ltd.persuaded actors to wear prototypes of his company's shoes to the Oscars.This shoe company believed that the actors would be ________ for the company.

Accepted Answer

Opinion leaders are individuals who are influential in shaping the opinions and behaviors of others. Actors, especially those who attend prestigious events like the Oscars, can be considered opinion leaders as they have a significant impact on fashion trends and can influence the purchasing decisions of their fans and followers. By persuading actors to wear their prototypes to the Oscars, Harry's Shoes Ltd. hoped to leverage their influence and increase the visibility and appeal of their products.

Question 14

Jane's aunt wants a cashmere blanket to put over her legs when she watches television from her favorite chair.Jane could drive fifty miles and pay $90 for the blanket,or she could order one off the Internet for $168.Because Jane works fifty hours a week,cares for three children,and tries to help her aunt,she opts to buy the blanket on the Internet.This is an example of how ________ influences the consumer decision-making process.

Accepted Answer

Time is the factor that influences Jane's decision-making process. She has limited time due to her busy schedule, and therefore chooses to purchase the blanket online rather than spending time and money driving to a physical store.

Question 15

The Hispanics in the United States who share some distinctive beliefs such as strong family values and religious faith are an example of a ________.

Accepted Answer

The Hispanics in the United States who share some distinctive beliefs such as strong family values and religious faith form a subculture, which is a group within a larger culture that shares distinctive cultural norms, values, attitudes, or behaviors that set it apart from the larger culture. A reference group is a group of people that an individual uses as a standard for comparison in making decisions or evaluating his or her own attitudes, values, and behaviors. Social class refers to a group of people who share similar economic, social, and cultural status. Microculture is a small, distinct group within a larger culture that shares unique cultural norms, values, attitudes, or behaviors. Lifestyle refers to the way a person lives, including his or her activities, interests, opinions, and values.

Question 16

There is a trend in the United States toward rediscovering the flavor of regional cooking and the use of locally grown ingredients.People are choosing to spend hours in the kitchen using only the freshest ingredients to recreate culinary traditions.This change in ________ is one of the reasons the number of farmers markets in the United States has increased by 70 percent in the last eight years.

Accepted Answer

The trend is related to lifestyle choices, as people are choosing to spend more time and effort in the kitchen using locally grown ingredients. The other options (family life cycle, demographics, personality, and social class) do not necessarily explain this trend.

Question 17

Pat thought he had received the best deal on his new car.Shortly after the purchase,Pat started to notice certain disadvantages of his new car as he learned more about other cars available.Pat is experiencing ________.

Accepted Answer

Pat's experience of realizing disadvantages of his new car and feeling conflicted due to knowing of other options available is an example of cognitive dissonance, a psychological term used to describe the mental discomfort or conflict experienced by a person who holds two or more contradictory beliefs, attitudes, or values simultaneously.

Question 18

________ are traditionally practiced by many universities each year and include activities such as the engineering students at the University of Missouri at Rolla parading through town with shillelaghs on St.Patrick's Day.

Accepted Answer

The activities described in the question are examples of rituals, which are repetitive behaviors, routines, or customs that are typically associated with a particular community or group.

Question 19

Leah enjoys designing her own cards at kiosks at Hallmark card shops.Through the use of a computer program,she can select pictures that best communicate her message,and then she can type in her own message.Once her card is printed,she pays for it just as if she purchased it off the rack.In this case,Leah is reacting positively to which situational influence?

Accepted Answer

Leah's positive reaction is due to the fact that she enjoys the experience of using the computer program at the kiosks in the Hallmark card shops. This positive experience is a result of the physical environment that Hallmark has created for its customers.

Question 20

Cyber-hangouts in Europe try to increase customer traffic with computer game competitions.In doing so,the retailers show their awareness of the importance of ________ in designing the activities offered in the store.

Accepted Answer

Situational influences refer to the factors that can affect consumer behavior in a specific situation, such as the environment or context. By organizing computer game competitions, retailers are creating a specific situation to attract customers.

Quiz 5: Consumer Behavior: How and Why We Buy