Question 1

Local advertising is ineffective in reaching _____.

Accepted Answer

Outshoppers are consumers who shop outside of their local community, so local advertising would not effectively reach them. Baby boomers, Generation X consumers, and bachelors can all be targeted through local advertising.

Question 2

A retailer has begun to pre-wrap gift items and to re-deploy checkout personnel to reduce waiting times.The retailer is responding to which demographic and lifestyle factor?

Accepted Answer

The retailer is responding to the poverty of time, which refers to the time-crunched lifestyle of consumers who are busier than ever before and willing to pay for convenience. By pre-wrapping gift items and re-deploying checkout personnel, the retailer is making the shopping experience faster and more convenient for time-crunched shoppers.

Question 3

An example of recognition of shortage is when a consumer _____.

Accepted Answer

Running out of a product is a clear indication of shortage and the need for replenishment. The consumer recognizes the shortage and may take action to purchase more of the product.

Question 4

Consumer researchers that argue that a consumer's shopping behavior is difficult to categorize due to situational factors (such as immediacy of need)or degree of involvement favor use of which lifestyle factor?

Accepted Answer

Component lifestyles refer to the idea that consumers do not fit into a single category or pattern of behavior, as their shopping behavior can vary based on different situational factors and levels of involvement.

Question 5

The opposite of in-home shopping,on a convenience dimension,is _____.

Accepted Answer

Outshopping is the opposite of in-home shopping on a convenience dimension, as it involves traveling to a physical store location. Routine decision making, store loyalty, and mapping are not related to convenience dimensions or the opposite of in-home shopping.

Question 6

The major difference between social and commercial cues is based on the _____.

Accepted Answer

Social cues come from personal sources like family, friends, and acquaintances. Commercial cues come from marketing sources like advertising, salespeople, and packaging. Social cues are generally considered more subjective and less objective than commercial cues.

Question 7

Which consumer lifestyle grouping includes family and nonfamily household members?

Accepted Answer

Household life cycle refers to the stages of family and nonfamily households, including the changes in family structure and composition as individuals age and move through different life stages. Choice A, component lifestyle, refers to an individual's unique set of attitudes, values, and behaviors. Choice B, family life cycle, specifically refers to the different stages within a family unit, while choice C, reference group influence, refers to the impact that a person's social group (such as friends, family, or coworkers) has on their purchasing decisions.

Question 8

Which form of perceived risk most closely resembles class consciousness?

Accepted Answer

Social risk refers to the potential negative social consequences that may arise from making a particular purchase decision. Class consciousness is based on the awareness and recognition of one's social class and the potential consequences that can come with it. Both social risk and class consciousness deal with social standing and potential negative consequences, making A the closest match. Performance risk refers to the risk of a product not living up to expectations, time risk refers to the risk of a product not fitting into one's schedule or timeline, and financial risk refers to the risk of losing money or not being able to afford a purchase, which are not directly related to class consciousness.

Question 9

Recognition of unfulfilled desire occurs when a consumer _____.

Accepted Answer

Recognition of unfulfilled desire occurs when a consumer becomes aware of a product he/she has not previously purchased. This means that the consumer has identified a need or want that has not been satisfied by their current consumption behavior.

Question 10

Which stimulus provides retailers with the greatest degree of control?

Accepted Answer

Commercial cues, such as advertising and in-store displays, are directly controlled by retailers and designed to influence consumer behavior. Retailers have the ability to choose the messaging, placement, and frequency of these cues to best appeal to their target audience.

Question 11

Goods which are highly visible and which consumers feel they are judged by have high _____ perceived risk.

Accepted Answer

Social perceived risk refers to the potential negative social consequences that a consumer may face if they make the wrong decision when purchasing highly visible goods that are subject to social evaluation. Examples of such goods include clothing, jewelry, and luxury items. Consumers may fear being judged by others and worry about their social image and status. Therefore, social perceived risk is the most appropriate choice among the given options.

Question 12

A major advantage of the use of social versus commercial cues to consumers is based upon _____.

Accepted Answer

Social cues, such as recommendations from friends or family members, can be more believable to consumers than commercial cues like advertising because they are perceived as more genuine and unbiased. This can ultimately lead to greater trust in the product or brand and reduce cognitive dissonance post-purchase. Lifestyle demographic factors may play a role in the effectiveness of social cues, but they are not the primary advantage over commercial cues.

Question 13

Word-of-mouth influences in consumer behavior relate to _____.

Accepted Answer

Word-of-mouth influences in consumer behavior relate to social cues, such as recommendations, opinions, and experiences shared by friends, family, or acquaintances. It is a form of social influence that can affect consumer attitudes, perceptions, and purchase decisions. The other options, physical drives, commercial cues, and social class structure, are not directly related to word-of-mouth influences.

Question 14

Which psychological factor is particularly important to consumers seeking social status?

Accepted Answer

Class consciousness refers to an individual's awareness of their social status and the social status of others. Consumers seeking social status are often motivated by a desire to move up the social ladder or maintain their current status. Therefore, class consciousness is particularly important to these consumers as it influences their purchasing decisions and the brands they choose to associate with. Personality, perceived risk, and culture may also play a role in consumer behavior, but they are not as directly related to social status seeking as class consciousness.

Question 15

The difficulty in classifying consumers by a given demographic and lifestyle profile is recognized in which of these categories?

Accepted Answer

The term "component lifestyles" refers to the difficulty of classifying consumers by a given demographic or lifestyle profile due to the fact that individuals may partially adopt aspects of multiple lifestyles. This makes it hard to define a consumer by a single category, as they may exhibit behaviors or preferences from different groups.

Question 16

A retailer,through its extensive selection and high service levels,is able to attract shoppers from long distances.This phenomenon is known as _____.

Accepted Answer

Outshopping refers to the tendency of consumers to travel beyond their local retail area to shop at stores that offer a wider selection or better service. This is often the case when a retailer has a unique or highly differentiated offering that cannot be found nearby. Cognitive dissonance, store loyalty, and extended decision making are all related to consumer behavior but are not directly relevant to this phenomenon.

Question 17

A retailer is looking for a means of describing consumer behavior that is preferable to shoppers' ages.One such technique is _____.

Accepted Answer

The answer of A retailer is looking for a means...

Question 18

A difficulty in the study of motives is that _____.

Accepted Answer

Motives are often based on self-reports, which can be unreliable due to biases or inaccuracies in how individuals perceive and report their own motivations.

Question 19

A shopper profile should ideally contain _____.

Accepted Answer

A shopper profile should ideally contain both demographic and lifestyle data. Demographic data includes characteristics such as age, gender, income, education, and occupation, which help define a shopper's background and general behavior. Lifestyle data includes interests, activities, attitudes, and values, which help define a shopper's habits and preferences. By combining both types of data, a shopper profile can provide a comprehensive understanding of the target audience and help retailers tailor their products and marketing strategies accordingly.

Question 20

A mapping analysis for a furniture store shows that 20 percent of its customers drive over 1 hour to visit the retailer.This high proportion of shoppers from a relatively far distance indicates _____.

Accepted Answer

The fact that 20 percent of customers drive over 1 hour to visit the retailer indicates outshopping, which refers to customers traveling outside of their local area to make purchases.

Quiz 7: Identifying and Understanding Consumers