Question 1

Which of the following tend to be more enduring and complex than beliefs,because they consist of clusters of interrelated beliefs?
A) attitudes
B) perceptions
C) lifestyles
D) cultures

Accepted Answer

Attitudes tend to be more enduring and complex than beliefs because they consist of a cluster of interrelated beliefs, feelings, and behavioral tendencies towards a particular object, person, or situation. Attitudes can be difficult to change because they are deeply embedded in an individual's psychological makeup and can influence behavior over time. Perceptions refer to the way individuals interpret and give meaning to the sensory stimuli they receive, and they can be more subject to immediate changes based on new information or experiences. Lifestyles refer to an individual's overall manner of living, which can include beliefs, attitudes, behaviors, and habits, but can also vary based on the individual's circumstances or choices. Cultures refer to the broader patterns of beliefs, values, behaviors, and social practices shared by a group of people, which can include a variety of attitudes, perceptions, and lifestyles, but tend to be less susceptible to individual-level changes.

Question 2

Kent Longino is the marketing vice-president for Andersen,one of the largest manufacturer of windows in the world.He is directing the introduction of a glass-encased sunroom that can be assembled in a weekend.He wants to capitalize on Andersen's success with its windows.Which learning method should he attempt to stimulate when introducing the new product?
A) stimulus generalization
B) experiential learning
C) conceptual learning
D) stimulus discrimination

Accepted Answer

Stimulus generalization involves consumers applying what they have learned about one product to another, similar product. By leveraging Andersen's strong reputation in windows, Kent hopes consumers will transfer their positive perceptions and experiences to the new sunroom product, expecting similar quality and reliability.

Question 3

Loren saw an advertisement for an Internet bank that does not charge any service fees.He immediately went on-line and moved his chequing and savings account to the Internet bank.What is the process that created changes in Loren's immediate behaviour?
A) perception
B) learning
C) acculturation
D) consumer decision making

Accepted Answer

Loren's decision to move his accounts to the Internet bank is a result of learning. He saw the advertisement for the bank and learned that it does not charge any service fees, which influenced his behavior.

Question 4

Manufacturers of consumer goods often give away trial sizes of new products to encourage which of the following?
A) conceptual learning
B) selective perception
C) continuous reinforcement
D) experiential learning

Accepted Answer

Giving away trial sizes of new products encourages experiential learning, as consumers are able to try the product out for themselves and form their own opinions and experiences.

Question 5

Starbucks coffee company introduced four premium flavours of Starbucks ice cream,hoping consumers would transfer their love of Starbucks coffee to ice cream.With only a little publicity and a one-time limited outdoor campaign,quarts of Starbucks coffee ice cream flew off the shelves.What did Starbucks use to promote its new frozen product?
A) stimulus generalization
B) stimulus discrimination
C) selective retention
D) product reinforcement

Accepted Answer

Starbucks used stimulus generalization by leveraging the strong brand equity of Starbucks coffee to promote its new ice cream product. By introducing flavors that were similar to their coffee offerings, they hoped to transfer the love of their coffee to their ice cream. The limited outdoor campaign and little publicity also suggest that they relied on the power of their brand to generate buzz and sales.

Question 6

Connors Bros. ,a maritime seafood products manufacturer,plans to market its sardines to Ontario consumers through a campaign pushing the little fish as a positive food choice.The campaign aims to nullify the notion that sardines are boring by stressing their health benefits and their savory qualities.What is Connor Bros.trying to do?
A) create new beliefs toward changed product attributes
B) change negative beliefs about product attributes
C) discover attitudes toward its product's attributes
D) strengthen existing positive beliefs about product attributes

Accepted Answer

Connors Bros. is trying to change the negative belief that sardines are boring by stressing their health benefits and savory qualities. This indicates that they are trying to change negative beliefs about the product attribute.

Question 7

Ranked from the lowest to the highest level,what does Maslow's hierarchy of needs model include?
A) psychological,safety,economic,self-esteem,and social
B) physiological,social,self-esteem,economic,and self-actualization
C) safety,economic,social,self-esteem,and self-development
D) physiological,safety,social,self-esteem,and self-actualization

Accepted Answer

Maslow's hierarchy of needs model includes the following levels ranked from the lowest to the highest: physiological (basic survival needs such as food, water, and shelter), safety (protection from danger and harm), social (feeling a sense of belonging and connection with others), self-esteem (feeling good about oneself and gaining respect and recognition from others), and self-actualization (reaching one's full potential and achieving personal growth and fulfillment). Option D is the only one that correctly lists the levels in the right order.

Question 8

Jerome Kee holds the opinion that Vision bicycles are usually more expensive and faster than comparable bikes.He also thinks that Vision's basic design protects the rider better than other similar bikes.What is this a description of?
A) his valuations about Vision bicycles
B) his attitudes about Vision bicycles
C) his motives about Vision bicycles
D) his beliefs about Vision bicycles

Accepted Answer

Jerome Kee is stating his beliefs about Vision bicycles, specifically regarding their price, speed, and safety design compared to comparable bikes.

Question 9

An ad for KidsCentre calls it "the positive place for kids" and shows a sample membership card.To which of Maslow's needs does this ad most likely appeal?
A) self-actualization
B) esteem
C) safety
D) social

Accepted Answer

The ad for KidsCentre, by calling it "the positive place for kids" and showing a sample membership card, appeals to social needs. It suggests a sense of belonging and community, which aligns with Maslow's hierarchy of needs at the social level, where interpersonal relationships and feelings of belonging are emphasized.

Question 10

Advocacy groups lobbying for support money may be inflating the number of people who suffer or die from particular maladies such as AIDS,types of cancer,and Alzheimer's.These groups are using fear as a marketing tool to specifically target which needs in Maslow's hierarchy?
A) social
B) physiological
C) safety
D) self-esteem

Accepted Answer

Maslow's hierarchy of needs includes physiological needs, safety needs, social needs, esteem needs, and self-actualization needs. In this scenario, the advocacy groups are using fear to target the safety needs of individuals, specifically the fear of developing or suffering from a particular malady. They are trying to convince individuals that they need the support and funding to ensure their safety and well-being. Therefore, the best choice is C, safety needs.

Question 11

According to Maslow's hierarchy of needs model,what are the first needs most people try to satisfy?
A) safety
B) physiological
C) economic
D) esteem

Accepted Answer

According to Maslow's hierarchy of needs model, the physiological needs are the most basic and fundamental needs that individuals try to satisfy, such as hunger, thirst, shelter, and sleep. Without satisfying these needs, individuals cannot move up to satisfying higher level needs such as safety, love/belonging, esteem, and self-actualization.

Question 12

What process creates changes in behaviour?
A) learning
B) attitude adjustment
C) selective adaptation
D) behaviour normalization

Accepted Answer

The process that creates changes in behaviour is learning. This can occur through various methods such as conditioning, observation, and experience. Attitude adjustment, selective adaptation, and behaviour normalization can all happen as a result of learning, but learning is the underlying process that leads to these changes.

Question 13

What occurs when consumers remember only information that supports their personal feelings or beliefs?
A) faulty selectivity
B) selective retention
C) selective distortion
D) selective exposure

Accepted Answer

This phenomenon is known as selective retention, where consumers retain only the information that aligns with their existing beliefs or attitudes, while selectively forgetting or ignoring contradicting information.

Question 14

If an advertiser wanted to create ads for a restaurant that stimulate the self-actualization motivation,what would the ads do?
A) show people enjoying others' company while eating in the restaurant
B) emphasize that only those people who want to tell others that they have risen to the top of their profession use the restaurant
C) inform consumers about the cleanliness of the food preparation areas and procedures
D) indicate that eating in the restaurant is what "you have earned and deserve"

Accepted Answer

The statement "you have earned and deserve" appeals to the self-actualization motivation by positioning the restaurant as a reward for personal achievement and status. This type of ad would resonate with consumers who are seeking to fulfill their potential and demonstrate their success to others. Options A and C are more related to basic physiological and safety needs, while option B targets esteem needs.

Question 15

Qwest is a company that markets software to protect computer files from computer hackers and other unauthorized users.Its ad shows a large evil-looking monster gobbling up data,and asks,"Are these your files?" What are these advertisements designed to appeal to?
A) customers' economic needs
B) customers' social needs
C) customers' safety needs
D) customers' self-esteem needs

Accepted Answer

The ad is designed to appeal to customers' safety needs by highlighting the threat of data being lost or stolen by unauthorized users.

Question 16

A local garment manufacturer designs a line of outerwear and uses the slogan,"Because you want to be one of the gang" as the centrepiece of its ad campaign.Which level of Maslow's hierarchy of needs is being addressed here?
A) social
B) self-actualization
C) esteem
D) safety

Accepted Answer

The slogan "Because you want to be one of the gang" is appealing to the social needs of the customers - the desire to belong and fit in with their peer group. This corresponds with the social level of Maslow's hierarchy of needs.

Question 17

Neava Locke is developing an advertising campaign targeted to the same young audience that watched the X Games (a week-long competition in a variety of extreme sports)on television.Which of the following actions might Locke take to help enhance the chances her targeted customers will pay attention to her ads?
A) Use neutral sounds and colours that are similar to the programs the ads follow,so there is not much difference between the program and the ads.
B) Create ads that emphasize the least crucial attributes of the brand to get customers to think about the ads.
C) Create sexy ads to break through the ad clutter.
D) Use elderly celebrity spokespersons to endorse the products as a grandparent would.

Accepted Answer

Creating ads that stand out, such as those with a sexy appeal, can help break through the clutter of advertising and capture the attention of the target audience, especially if they are already engaged in watching high-energy, attention-grabbing content like the X Games.

Question 18

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 10 years.Cassandra doesn't remember reading this last part of the article,just the first part.What is this an example of?
A) selective exposure
B) selective distortion
C) selective retention
D) selective socialization

Accepted Answer

Selective retention is when individuals remember information that is most relevant or important to them while forgetting the rest. In this case, Cassandra remembers the part about accounting graduates receiving the highest starting salaries because it directly relates to her major, but she forgets the information about marketing majors' salaries surpassing others within 10 years.

Question 19

What learned behaviour is the ability to differentiate between similar objects such as packages of different brands of aspirin?
A) incentive discrimination
B) stimulus generalization
C) selective generalization
D) stimulus discrimination

Accepted Answer

Stimulus discrimination is the ability to differentiate between similar objects or stimuli, such as recognizing the differences between packages of different brands of aspirin. Incentive discrimination refers to learning to respond differently to different incentives or rewards. Stimulus generalization refers to responding to similar stimuli in the same way, while selective generalization is not a commonly used term in psychology.

Question 20

TAG Heuer is a prestigious brand of watch that is sold as a luxury product.It has a reputation based on quality and attention to detail.When the company introduces new timepieces,why can it can count on a well-established market already existing for the new product?
A) due to perceptual discrimination
B) due to stimulus generalization
C) due to stimulus discrimination
D) due to perceptual generalization

Accepted Answer

TAG Heuer can count on a well-established market for new products due to stimulus generalization. This is because consumers associate the new products with the positive qualities of the existing products under the same brand, leading to a favorable response to the new offerings based on their experiences with the brand.

Quiz 4: Consumer Decision Making

Which of the following tend to be more enduring and complex than beliefs,because they consist of clusters of interrelated beliefs?

Loren saw an advertisement for an Internet bank that does not charge any service fees.He immediately went on-line and moved his chequing and savings account to the Internet bank.What is the process that created changes in Loren's immediate behaviour?

Manufacturers of consumer goods often give away trial sizes of new products to encourage which of the following?

Ranked from the lowest to the highest level,what does Maslow's hierarchy of needs model include?

Jerome Kee holds the opinion that Vision bicycles are usually more expensive and faster than comparable bikes.He also thinks that Vision's basic design protects the rider better than other similar bikes.What is this a description of?

An ad for KidsCentre calls it "the positive place for kids" and shows a sample membership card.To which of Maslow's needs does this ad most likely appeal?

Advocacy groups lobbying for support money may be inflating the number of people who suffer or die from particular maladies such as AIDS,types of cancer,and Alzheimer's.These groups are using fear as a marketing tool to specifically target which needs in Maslow's hierarchy?

According to Maslow's hierarchy of needs model,what are the first needs most people try to satisfy?

What process creates changes in behaviour?

What occurs when consumers remember only information that supports their personal feelings or beliefs?

If an advertiser wanted to create ads for a restaurant that stimulate the self-actualization motivation,what would the ads do?

Qwest is a company that markets software to protect computer files from computer hackers and other unauthorized users.Its ad shows a large evil-looking monster gobbling up data,and asks,"Are these your files?" What are these advertisements designed to appeal to?

A local garment manufacturer designs a line of outerwear and uses the slogan,"Because you want to be one of the gang" as the centrepiece of its ad campaign.Which level of Maslow's hierarchy of needs is being addressed here?

What learned behaviour is the ability to differentiate between similar objects such as packages of different brands of aspirin?

TAG Heuer is a prestigious brand of watch that is sold as a luxury product.It has a reputation based on quality and attention to detail.When the company introduces new timepieces,why can it can count on a well-established market already existing for the new product?