Question 1

A few years ago,Toro introduced a small,lightweight snowblower called the Snow Pup.Even though the product worked great,sales failed to meet expectations because consumers perceived the name to mean that the Snow Pup was a toy or too light to do any serious snow removal.This is how _____ can influence the consumer decision-making process.

Accepted Answer

Selective distortion is a process whereby a consumer changes or distorts information that conflicts with his or her feelings or beliefs.

Question 2

Dennis Haysbert stars in Allstate ads reminding consumers that they could be in a car crash or another event requiring insurance.Hence the slogan "You are in Good Hands with All State." These ads focus on which of Maslow's needs?:

Accepted Answer

Maslow's Hierarchy of Needs include physiological needs,safety needs,social needs,esteem needs,and self-actualization needs. The insurance company's selling point of safety is focusing on consumers' safety needs.

Question 3

Ranked from the lowest to the highest level,Maslow's hierarchy of needs model includes:

Accepted Answer

See Exhibit 6.12.

Question 4

A driving force that causes a person to take action to satisfy specific needs is called a(n):

Accepted Answer

Motives drive a person to take action to satisfy a need.

Question 5

Chaz wants to be a pirate like Captain Jack Sparrow in Disney's Pirates of the Caribbean movies.He wears a bandanna and carries a toy cutlass.Though Jack Sparrow is fictional,Chaz's role play reveals his _____.

Accepted Answer

Ideal self-image represents the way an individual would like to be.

Question 6

According to Maslow's hierarchy of needs model,the first needs most people would try to satisfy are their _____ needs.

Accepted Answer

The needs in order of lowest to highest are: physiological,safety,social,esteem,and self-actualization.

Question 7

_____ occurs when consumers remember only information that supports their personal feelings or beliefs.

Accepted Answer

This is the definition of selective retention.

Question 8

Which of the following is the minimum difference in a stimulus that the consumer will notice?

Accepted Answer

The threshold level of perception,which is the minimum difference in a stimulus that the consumer will notice,is sometimes referred to as the "just-noticeable difference."

Question 9

Which of the following represents the way an individual actually perceives himself or herself?

Accepted Answer

Self-image can be real,which is how a consumer actually perceives himself or herself,or ideal,which is the way an individual would like to be.

Question 10

Studies of how consumers relate to Internet entertainment classify them into nine different groups.One category is "Mouse Potatoes," who spend most of their time online,who want the most current gadgets,and who believe the world pictured in the cartoon The Jetsons will someday exist.This is a description of the _____ of "Mouse Potatoes."

Accepted Answer

Lifestyles are defined by activities,interests,and opinions.

Question 11

When consumers change or distort information that conflicts with their feelings or beliefs,it is called:

Accepted Answer

This is the definition of selective distortion.

Question 12

Imagine life without that little spinning wheel icon to remind you that your computer is still searching for a web site or copying documents.Without this wheel consumers might think the computer had stopped working.This process in which consumers interpret this stimulus into a meaningful and coherent picture is called:

Accepted Answer

The process of selecting,organizing,and interpreting the stimuli that are bombarding consumers daily is called perception.

Question 13

Cassandra,an accounting major,read an article stating that accounting graduates are receiving the highest starting salary offers for business majors.The article also stated that marketing majors start with lower salaries but surpass all other majors' salaries within ten years.A week later Cassandra doesn't remember reading this last part of the article,just the first part.This is an example of:

Accepted Answer

Selective retention is the process whereby a consumer remembers only information that supports personal feelings or beliefs.

Question 14

The process by which people select,organize,and interpret stimuli into a meaningful and coherent picture is called:

Accepted Answer

This is the definition of perception.

Question 15

Clayton's purchase behavior is influenced by his love of rodeo,his patriotism,a fascination with agriculture,his love of country music,and his belief that everyone needs to enjoy life.All of these things are part of which personal influence on the consumer decision-making process?

Accepted Answer

Lifestyle is defined by one's activities,interests,and opinions.

Question 16

On any given day,a person may be subjected to over 2,500 advertising messages but may only be aware of 10 to 20 of them.This is called:

Accepted Answer

Consumers use selective exposure to decide which stimuli to select (attend to)and which to ignore.

Question 17

_____ is the analytical technique used to examine consumer lifestyles and to categorize consumers.

Accepted Answer

Psychographic analyses assess consumers' activities,interests,and opinions to examine consumer lifestyles.

Question 18

Jan's twin sister Joan is a fantastic cook who makes wonderful homemade meals for her family.Jan cannot cook and wishes she could do the same.An ad for Stove Top stuffing promises "one box,three meal ideas,30 minutes." Jan makes a point of adding this item to her grocery list.According to Maslow's Hierarchy this ad appeals to Jan's _____ needs.

Accepted Answer

Self-esteem needs include self-respect and a sense of accomplishment.

Question 19

Families of police officers often alter information they hear about officers who die in the line of duty.This _____ allows them to live and function without constant anxiety while their loved one is engaged in a potentially dangerous job.

Accepted Answer

Selective distortion involves changing or distorting the communication message to make the message seemingly agree with preconceived opinion.

Question 20

To analyze consumer lifestyles,marketers look at consumers':

Accepted Answer

Psychographics is the analytical technique used to examine consumer lifestyles,and it asks questions concerning consumers' activities,interests,and opinions.

Quiz 6: Consumer Decision Making