Question 1

The set of brands that comes to mind when a category is mentioned is referred to as .

Accepted Answer

An evoked set refers to the set of brands that come to mind when a category is mentioned. An external search refers to gathering information from sources outside of oneself, conversion refers to the process of turning a prospect into a customer, and cognitive dissonance refers to a feeling of psychological discomfort caused by inconsistency in one's beliefs or actions.

Question 2

Peyton decides to make herself her morning cup of coffee.However, she realizes that she's run out of coffee powder which leaves her feeling discontent and craving for coffee.This is an example of .

Accepted Answer

Peyton's desire for coffee represents a need state, which is a psychological or emotional state triggered by a discrepancy between a person's current and ideal state. In this case, Peyton's current state is not having coffee, which conflicts with her ideal state of wanting coffee. This creates a need or desire for coffee. Cognitive dissonance refers to the discomfort or tension that arises from holding two conflicting beliefs or values, and is not applicable in this scenario. An evoked set is a group of brands that a consumer considers when making a purchase decision, and stratification refers to the division of a market into distinct groups based on demographics or other factors, which are not relevant in this context.

Question 3

Which of the following statements would be made by someone experiencing cognitive dissonance?

Accepted Answer

Choice D shows the individual experiencing cognitive dissonance because they have already made a purchase (Toro lawn mower) but are now questioning their decision and considering if the alternative option (John Deere) would have been a better choice. This conflicting thought creates a state of cognitive dissonance. The other choices do not show conflicting thoughts or beliefs.

Question 4

can tap into information that has accumulated in one's memory as a result of repeated advertising exposure.

Accepted Answer

An internal search is the process by which consumers tap into their own memories and knowledge to gather information about a product or service. In this case, the repeated advertising exposure has likely resulted in some stored information in the consumer's memory, and they may be able to draw on this information to make a purchase decision. Options A and D are incorrect because involvement and life-stage variables are not directly related to the concept of tapping into memory, and option B is not related to the scenario at all.

Question 5

The concepts of need recognition, information search and alternative evaluation, purchase, and postpurchase use and evaluation represent the four stages of the:

Accepted Answer

The consumer decision-making process involves four stages: need recognition, information search and alternative evaluation, purchase, and postpurchase use and evaluation. These steps represent the process that a consumer goes through when making a purchasing decision. The other options, such as creation of brands and integrated brand promotion, are specific tasks or strategies within the larger consumer decision-making process. The cultural branding method is not a commonly recognized term in marketing, and thus cannot be the correct answer.

Question 6

Social class, race, and ethnicity are ways in which members of a culture are classified by systematic inequalities that affect their social standing and is known as stratification.

Accepted Answer

Social class, race, and ethnicity are all examples of stratification, which refers to the systematic inequalities that affect individuals' social standing within a culture.

Question 7

When the prices and profit margins of brands become low, they become commodities, sold on price.

Accepted Answer

When the prices and profit margins of brands become low, they lose their unique value proposition and become interchangeable with other brands or products, making their only differentiator the price at which they are sold. This is known as commoditization.

Question 8

Once consumers decide that they need something, what is the first step they take as they begin to think about a product purchase?

Accepted Answer

Consumers typically start with an internal search for information, which involves retrieving information from memory about products or brands that might solve their problem or satisfy their need. They may rely on past experiences, prior knowledge, or recommendations from friends or family. This internal search helps consumers narrow their options and identify brands or products that they might be interested in pursuing further.

Question 9

The basic idea of cultural branding is to find some rift in the seams of society and then use it to offer a solution in the form of a branded good.

Accepted Answer

Cultural branding is based on identifying societal tensions or cultural challenges and then connecting a brand to these issues by offering a solution or perspective. This can lead to strong emotional connections with consumers and can be an effective marketing strategy.

Question 10

A magazine advertisement for a home entertainment system contains detailed copy, technical information, and a long list of product design features.In general, this ad would be most appropriate for someone who is:

Accepted Answer

The detailed copy, technical information, and long list of product design features suggest that the advertisement is targeting someone who is conducting an external search, or actively seeking information about home entertainment systems. This ad is providing the necessary information for a potential buyer to make an informed purchasing decision.

Question 11

Jamal manages a Chicago Jiffy Lube and Ted manages a Detroit Jiffy Lube.Though they have never met and have only emailed through their franchise network, they experience a sense of connectedness through their common experience called brand stratification.

Accepted Answer

Brand stratification is not a recognized term for the sense of connectedness between franchise managers. The correct term for such a connection might be "brand community" or "brand affiliation."

Question 12

Consumer preferences and strata have become more dependable than in the past.

Accepted Answer

Consumer preferences and strata are constantly evolving due to factors like technological advancements, cultural shifts, and economic changes, making them less dependable over time.

Question 13

The text explores the concept of consumer behavior from two perspectives.These two perspectives are .

Accepted Answer

The text clearly states that the two perspectives are psychological and social, which are used to understand and predict consumer behavior.

Question 14

A(n) arises when a consumer experiences a mental discomfort or anxiety that motivates action.

Accepted Answer

A need state arises when a consumer experiences a mental discomfort or anxiety that motivates action. It is a state of the consumer where he/she lacks something and feels a need to satisfy that particular need.

Question 15

The meaning of community is limited to the idea of a specific geographic place.

Accepted Answer

The meaning of community is not limited to a specific geographic place. A community can also refer to a group of people sharing common interests, characteristics, or values, regardless of their physical location.

Question 16

In the past, advertisers believed that they could determine the social class of people based on what they consumed.
This belief has remained an unchallenged foundation of marketing and promotion.

Accepted Answer

The belief that consumption patterns can determine social class has been challenged and evolved over time, as marketers now consider a broader range of factors, including lifestyle, values, and psychographics, in their strategies.

Question 17

A young man tends to buy things that allow him to experience pleasure, avoid guilt, feel pride, or relieve fear.In doing so, he chooses products based on:

Accepted Answer

The young man is motivated by emotional benefits, such as pleasure, guilt avoidance, pride, and fear relief. Therefore, he is more likely to choose products that provide these emotional benefits rather than being influenced by cognitive dissonance, life-stage variables, or rituals.

Question 18

If social class affects consumption through tastes, media preferences remain unaffected.

Accepted Answer

Social class can affect media preferences as well as tastes, as individuals from different social classes may have different cultural backgrounds, values, and interests that influence their media consumption. For example, someone from a higher social class may prefer more highbrow or intellectual media, while someone from a lower social class may prefer more populist or mainstream media.

Question 19

Gender's impact on consumer behavior is limited to heterosexual men and women.

Accepted Answer

Gender's impact on consumer behavior is not limited to just heterosexual men and women. Individuals who identify as LGBTQ+ and non-binary may have different consumer behaviors and preferences based on their gender identity. It is important for marketers to take into account the diversity of gender identities when developing their marketing strategies.

Question 20

A new neighbor moves into the neighborhood and asks George, a person living next-door, where he could find good take-out food.Three places immediately come to George's mind, and he suggests them to his new neighbor.George's suggestions of good take-out food is an example of a(n):

Accepted Answer

George's suggestions of three specific places indicates that he has a pre-existing set of options in his mind that he considers to be good options for take-out food. This pre-existing set is known as an evoked set.

Quiz 5: Advertising Integrated Brand Promotion and Consumer Behavior