Question 1

An end-of-aisle display can dramatically decrease sales by 100 to 400 percent.

Accepted Answer

A) True 
 B)False

Question 2

Manson and his wife went out shopping for clothes one day. Since Manson always wore SoftSewn brand shirts, his wife picked out only those shirts for him to try on. However, when shown the shirts, Manson said, "I need to try something different." Manson's response is an example of _____.

Accepted Answer

A)  the performance heuristic 
B)  the normative heuristic 
C)  a price-related tactic 
D)  a variety-seeking tactic 
E)  a conjunctive tactic 
A)  the performance heuristic 
B)  the normative heuristic 
C)  a price-related tactic 
D)  a variety-seeking tactic 
E)  a conjunctive tactic

Question 3

Representativeness and availability are two major types of _____.

Accepted Answer

A)  compensatory processes 
B)  prototype processes 
C)  heuristics 
D)  evaluations 
E)  emotional processing 
A)  compensatory processes 
B)  prototype processes 
C)  heuristics 
D)  evaluations 
E)  emotional processing

Question 4

Satisfice is finding a brand that satisfies a need even though the brand may not be the best brand.

Accepted Answer

A) True 
 B)False

Question 5

_____ increases the probability that we will purchase the same brand again.

Accepted Answer

A)  Reinforcement 
B)  Punishment 
C)  Compliance 
D)  Reactance 
E)  Commitment 
A)  Reinforcement 
B)  Punishment 
C)  Compliance 
D)  Reactance 
E)  Commitment

Question 6

Consumers can develop decision heuristics called choice tactics for quick, effortless decision-making:

Accepted Answer

A)  in repeat-purchase situations. 
B)  in situations requiring the purchase of a product for the very first time. 
C)  while purchasing large and expensive functional products. 
D)  in purchases related to hedonic offerings. 
E)  while purchasing goods and services that have symbolic value. 
A)  in repeat-purchase situations. 
B)  in situations requiring the purchase of a product for the very first time. 
C)  while purchasing large and expensive functional products. 
D)  in purchases related to hedonic offerings. 
E)  while purchasing goods and services that have symbolic value.

Question 7

A puppy is given a treat every time he comes when called. This is an example of operant conditioning.

Accepted Answer

A) True 
 B)False

Question 8

Operant conditioning views behavior as being influenced by:

Accepted Answer

A)  a conditioned stimulus being attached to an unconditioned stimulus. 
B)  an unconditioned stimulus being attached to a conditioned stimulus. 
C)  judgments on comparisons with a category prototype. 
D)  previous actions and the reinforcement from these actions. 
E)  cognitive reasoning built up from previous decisions. 
A)  a conditioned stimulus being attached to an unconditioned stimulus. 
B)  an unconditioned stimulus being attached to a conditioned stimulus. 
C)  judgments on comparisons with a category prototype. 
D)  previous actions and the reinforcement from these actions. 
E)  cognitive reasoning built up from previous decisions.

Question 9

One way that consumers can make simple estimations or judgments is to make comparisons with a lesser known store-brand product.

Accepted Answer

A) True 
 B)False

Question 10

Consumers are not guided by feelings when buying from a particular store.

Accepted Answer

A) True 
 B)False

Question 11

Word-of-mouth communication is powerful because we tend to have confidence that the opinions of friends or relatives are more reflective of the majority than they may be. This is an example of:

Accepted Answer

A)  the size distortion bias. 
B)  the extrapolation bias. 
C)  the infrequency bias. 
D)  the law of averages. 
E)  the law of small numbers. 
A)  the size distortion bias. 
B)  the extrapolation bias. 
C)  the infrequency bias. 
D)  the law of averages. 
E)  the law of small numbers.

Question 12

Zone of acceptance refers to consumers':

Accepted Answer

A)  choices of the first acceptable alternative. 
B)  acceptable range of prices for any purchase situation. 
C)  complex feelings of satisfaction. 
D)  satisfaction with the level of quality. 
E)  satisfaction when making a low-effort decision. 
A)  choices of the first acceptable alternative. 
B)  acceptable range of prices for any purchase situation. 
C)  complex feelings of satisfaction. 
D)  satisfaction with the level of quality. 
E)  satisfaction when making a low-effort decision.

Question 13

Affect can also be generated from brand familiarity through _____.

Accepted Answer

A)  the bandwagon effect 
B)  the mere exposure effect 
C)  schema processing 
D)  high-exposure processing 
E)  operant conditioning 
A)  the bandwagon effect 
B)  the mere exposure effect 
C)  schema processing 
D)  high-exposure processing 
E)  operant conditioning

Question 14

Under high-elaboration decision-making, consumers optimize their choices. Is this true under low-elaboration decision-making? Explain.

Accepted Answer

Under high-elaboration decision-making,

Question 15

How can marketers use price to influence decision-making for low-effort products?

Accepted Answer

Marketers can use price as a strategic t

Question 16

Judgments based on the availability heuristic are biased because consumers tend to ignore:

Accepted Answer

A)  representativeness. 
B)  hierarchies of effect. 
C)  misunderstandings. 
D)  base-rate information. 
E)  profound thinking. 
A)  representativeness. 
B)  hierarchies of effect. 
C)  misunderstandings. 
D)  base-rate information. 
E)  profound thinking.

Question 17

_____ may lead consumers to reevaluate the choice tactic and use a different tactic for the next purchase.

Accepted Answer

A)  Incidental learning 
B)  Satisfice 
C)  Punishment 
D)  Passive learning 
E)  Schematic learning 
A)  Incidental learning 
B)  Satisfice 
C)  Punishment 
D)  Passive learning 
E)  Schematic learning

Question 18

Jason likes to drink a particular brand of soda and has been drinking that brand of soda for the last ten years. Lately, one of the newer brands has been gaining popularity and he wants to switch to that brand. In the context of marketing and consumer behavior, this phenomenon is referred to as _____.

Accepted Answer

A)  indirect consumption 
B)  hedonic consumption 
C)  variety seeking 
D)  impulse purchase 
E)  symbolic consumption 
A)  indirect consumption 
B)  hedonic consumption 
C)  variety seeking 
D)  impulse purchase 
E)  symbolic consumption

Question 19

In the context of low-effort decision-making, which of the following is true of consumers?

Accepted Answer

A)  High-effort purchases are the most frequent type of decisions that consumers make in everyday life. 
B)  Consumers cannot process in both a cognitive and an affective manner. 
C)  Consumers with a low need for cognition are not susceptible to the influence of a negatively framed message. 
D)  Decisions made by consumers are based on how they think and not how they feel. 
E)  Consumers can base a decision solely on how they feel rather than on what they think. 
A)  High-effort purchases are the most frequent type of decisions that consumers make in everyday life. 
B)  Consumers cannot process in both a cognitive and an affective manner. 
C)  Consumers with a low need for cognition are not susceptible to the influence of a negatively framed message. 
D)  Decisions made by consumers are based on how they think and not how they feel. 
E)  Consumers can base a decision solely on how they feel rather than on what they think.

Question 20

Consumers use the same type of choice tactic for different product categories.

Accepted Answer

A) True 
 B)False

An end-of-aisle display can dramatically decrease sales by 100 to 400 percent.

Manson and his wife went out shopping for clothes one day. Since Manson always wore SoftSewn brand shirts, his wife picked out only those shirts for him to try on. However, when shown the shirts, Manson said, "I need to try something different." Manson's response is an example of _____.

Representativeness and availability are two major types of _____.

Satisfice is finding a brand that satisfies a need even though the brand may not be the best brand.

_____ increases the probability that we will purchase the same brand again.

Consumers can develop decision heuristics called choice tactics for quick, effortless decision-making:

A puppy is given a treat every time he comes when called. This is an example of operant conditioning.

Operant conditioning views behavior as being influenced by:

One way that consumers can make simple estimations or judgments is to make comparisons with a lesser known store-brand product.

Consumers are not guided by feelings when buying from a particular store.

Word-of-mouth communication is powerful because we tend to have confidence that the opinions of friends or relatives are more reflective of the majority than they may be. This is an example of:

Zone of acceptance refers to consumers':

Affect can also be generated from brand familiarity through _____.

Under high-elaboration decision-making, consumers optimize their choices. Is this true under low-elaboration decision-making? Explain.

How can marketers use price to influence decision-making for low-effort products?

Judgments based on the availability heuristic are biased because consumers tend to ignore:

_____ may lead consumers to reevaluate the choice tactic and use a different tactic for the next purchase.

In the context of low-effort decision-making, which of the following is true of consumers?

Consumers use the same type of choice tactic for different product categories.

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Memory and Knowledge

Attitudes Based on High Effort

Attitudes Based on Low Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Post-Decision Processes

Social Influences on Consumer Behavior

Consumer Diversity

Household and Social Class Influences

Psychographics: Values, Personality, and Lifestyles

Innovations: Adoption, Resistance, and Diffusion

Symbolic Consumer Behavior

Marketing, Ethics, and Social Responsibility in Today's Consumer Society

Filters

Exam 9: Judgment and Decision Making Based on Low Effort

An end-of-aisle display can dramatically decrease sales by 100 to 400 percent.

Manson and his wife went out shopping for clothes one day. Since Manson always wore SoftSewn brand shirts, his wife picked out only those shirts for him to try on. However, when shown the shirts, Manson said, "I need to try something different." Manson's response is an example of _____.

Representativeness and availability are two major types of _____.

Satisfice is finding a brand that satisfies a need even though the brand may not be the best brand.

_____ increases the probability that we will purchase the same brand again.

Consumers can develop decision heuristics called choice tactics for quick, effortless decision-making:

A puppy is given a treat every time he comes when called. This is an example of operant conditioning.

Operant conditioning views behavior as being influenced by:

One way that consumers can make simple estimations or judgments is to make comparisons with a lesser known store-brand product.

Consumers are not guided by feelings when buying from a particular store.

Word-of-mouth communication is powerful because we tend to have confidence that the opinions of friends or relatives are more reflective of the majority than they may be. This is an example of:

Zone of acceptance refers to consumers':

Affect can also be generated from brand familiarity through _____.

Under high-elaboration decision-making, consumers optimize their choices. Is this true under low-elaboration decision-making? Explain.

How can marketers use price to influence decision-making for low-effort products?

Judgments based on the availability heuristic are biased because consumers tend to ignore:

_____ may lead consumers to reevaluate the choice tactic and use a different tactic for the next purchase.

In the context of low-effort decision-making, which of the following is true of consumers?

Consumers use the same type of choice tactic for different product categories.

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Memory and Knowledge

Attitudes Based on High Effort

Attitudes Based on Low Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Post-Decision Processes

Social Influences on Consumer Behavior

Consumer Diversity

Household and Social Class Influences

Psychographics: Values, Personality, and Lifestyles

Innovations: Adoption, Resistance, and Diffusion

Symbolic Consumer Behavior

Marketing, Ethics, and Social Responsibility in Today's Consumer Society

Filters