Question 1

Which of the following statements about attitudes is false?

Accepted Answer

A)  Marketers are primarily concerned with American core values when developing advertising messages. 
B)  Attitudes are learned. 
C)  Attitudes are shaped by one's values and beliefs. 
D)  An attitude results in responses that are consistently favorable or unfavorable. 
E)  Personal values affect attitudes by influencing the importance assigned to specific product attributes. 
A)  Marketers are primarily concerned with American core values when developing advertising messages. 
B)  Attitudes are learned. 
C)  Attitudes are shaped by one's values and beliefs. 
D)  An attitude results in responses that are consistently favorable or unfavorable. 
E)  Personal values affect attitudes by influencing the importance assigned to specific product attributes.

Question 2

Casey's girlfriend will celebrate her birthday next week, so he needs to buy her a gift. He remembers the brand of watch that she wears and considers if she would like a new one by the same maker. This is an example of what part of the consumer purchase decision process?

Accepted Answer

A)  recollection search 
B)  external search 
C)  evaluative criteria 
D)  antecedent states 
E)  internal search 
A)  recollection search 
B)  external search 
C)  evaluative criteria 
D)  antecedent states 
E)  internal search

Question 3

In the VALS framework, a person's resources include all of the following except which?

Accepted Answer

A)  self-confidence 
B)  curiosity 
C)  motivation 
D)  information seeking 
E)  risk-taking 
A)  self-confidence 
B)  curiosity 
C)  motivation 
D)  information seeking 
E)  risk-taking

Question 4

What percentage of U.S. product sales is directly tied to word of mouth among friends, family, and colleagues?

Accepted Answer

A)  10 percent 
B)  25 percent 
C)  33 percent 
D)  50 percent 
E)  67 percent 
A)  10 percent 
B)  25 percent 
C)  33 percent 
D)  50 percent 
E)  67 percent

Question 5

Evaluative criteria refer to

Accepted Answer

A)  the objective and subjective attributes of a brand consumers use to compare different products and brands. 
B)  those attributes of a brand that are based exclusively on objective criteria in order to make an unbiased purchase decision. 
C)  those attributes of a brand that are based exclusively on subjective criteria in order to avoid postpurchase anxiety. 
D)  the attributes of a product that a manufacturer wishes to promote to a specific target market. 
E)  a list of required product attributes from which a customer will not waver regardless of additional incentives. 
A)  the objective and subjective attributes of a brand consumers use to compare different products and brands. 
B)  those attributes of a brand that are based exclusively on objective criteria in order to make an unbiased purchase decision. 
C)  those attributes of a brand that are based exclusively on subjective criteria in order to avoid postpurchase anxiety. 
D)  the attributes of a product that a manufacturer wishes to promote to a specific target market. 
E)  a list of required product attributes from which a customer will not waver regardless of additional incentives.

Question 6

Stephan was excited about his newly purchased laptop. It had all the features he wanted and was really fast with a great display for his gaming. In addition, the $1,200 price tag was reasonable. The same day he took it out of the box, he saw an online special for a similar computer, on sale for only $1,000. Suddenly he began to doubt his purchase decision and worried that maybe he hadn't gotten such a good deal. Stephan was most likely experiencing

Accepted Answer

A)  limited problem solving. 
B)  cognitive dissonance. 
C)  selective discord. 
D)  product conflict. 
E)  product uncertainty. 
A)  limited problem solving. 
B)  cognitive dissonance. 
C)  selective discord. 
D)  product conflict. 
E)  product uncertainty.

Question 7

Individuals who exert direct or indirect social influence over others are referred to as

Accepted Answer

A)  decision makers. 
B)  achievers. 
C)  innovators. 
D)  buzz managers. 
E)  opinion leaders. 
A)  decision makers. 
B)  achievers. 
C)  innovators. 
D)  buzz managers. 
E)  opinion leaders.

Question 8

When an elementary school teacher was returning to school in the fall, she wanted to buy markers and craft paper. She remembered the discount website she visited last year for her purchases, so plans to start there to see if the website still carries the items previously purchased. What term best describes the information search method used by the teacher?

Accepted Answer

A)  personal external source 
B)  public external source 
C)  market-dominated external source 
D)  internal search 
E)  market-dominated internal source 
A)  personal external source 
B)  public external source 
C)  market-dominated external source 
D)  internal search 
E)  market-dominated internal source

Question 9

As a result of ________, consumers do not remember all the information they see, read, or hear, even minutes after exposure to it.

Accepted Answer

A)  selective retention 
B)  selective comprehension 
C)  selective exposure 
D)  selective perception 
E)  subliminal discrimination 
A)  selective retention 
B)  selective comprehension 
C)  selective exposure 
D)  selective perception 
E)  subliminal discrimination

Question 10

The ________, a married couple with children younger than 18 years, constitutes just 20 percent of all U.S. households.

Accepted Answer

A)  traditional family 
B)  typical household unit 
C)  socialized household 
D)  family stage 
E)  idealized family unit 
A)  traditional family 
B)  typical household unit 
C)  socialized household 
D)  family stage 
E)  idealized family unit

Question 11

If McNeil Consumer Healthcare uses the same brand name for different products such as Tylenol Cold and Flu and Tylenol P.M. based on behavioral learning theory, this strategy is an example of

Accepted Answer

A)  stimulus generalization. 
B)  selective comprehension. 
C)  selective retention. 
D)  stimulus discrimination. 
E)  routine problem solving. 
A)  stimulus generalization. 
B)  selective comprehension. 
C)  selective retention. 
D)  stimulus discrimination. 
E)  routine problem solving.

Question 12

Women influence what percentage of new-car buying decisions?

Accepted Answer

A)  17 percent 
B)  37 percent 
C)  57 percent 
D)  87 percent 
E)  97 percent 
A)  17 percent 
B)  37 percent 
C)  57 percent 
D)  87 percent 
E)  97 percent

Question 13

Popularity created by consumer word of mouth is called

Accepted Answer

A)  hype. 
B)  buzz. 
C)  propaganda. 
D)  tweet. 
E)  spin. 
A)  hype. 
B)  buzz. 
C)  propaganda. 
D)  tweet. 
E)  spin.

Question 14

Figure 4-7
-VALS creates profiles of people based on their primary motivation and resources. In the VALS framework (Figure 4-7), D refers to

Accepted Answer

A)  Ideals. 
B)  Achievement. 
C)  Self-Expression. 
D)  Survivors. 
E)  Innovators. 
A)  Ideals. 
B)  Achievement. 
C)  Self-Expression. 
D)  Survivors. 
E)  Innovators.

Question 15

Making connections between two or more ideas or simply observing the outcomes of others' behaviors and adjusting one's own behavior accordingly is known as what type of learning?

Accepted Answer

A)  stimulus discrimination 
B)  cognitive learning 
C)  attitudinal learning 
D)  stimulus generalization 
E)  behavioral learning 
A)  stimulus discrimination 
B)  cognitive learning 
C)  attitudinal learning 
D)  stimulus generalization 
E)  behavioral learning

Question 16

Name the five situational influences that affect the consumer purchase decision process.

Accepted Answer

Situational influences include

Question 17

Selective retention most negatively impacts which stage of the consumer purchase decision process?

Accepted Answer

A)  information search 
B)  purchase decision 
C)  alternative evaluation 
D)  postpurchase behavior 
E)  problem recognition 
A)  information search 
B)  purchase decision 
C)  alternative evaluation 
D)  postpurchase behavior 
E)  problem recognition

Question 18

A person's consistent behaviors or responses to recurring situations is referred to as

Accepted Answer

A)  motivation. 
B)  core values. 
C)  culture. 
D)  perception. 
E)  personality. 
A)  motivation. 
B)  core values. 
C)  culture. 
D)  perception. 
E)  personality.

Question 19

The purchase of bottled sparkling water is a low-involvement purchase. How can a market leader such as Perrier keep people buying its brand instead of one of the numerous other brands displayed on retailers' shelves?

Accepted Answer

A)  Avoid Perrier brand stock-outs on retailers' shelves. 
B)  Make the purchase decision a high-involvement one. 
C)  Offer coupons for Perrier bottled water. 
D)  Convince retailers to offer only Perrier water. 
E)  Denigrate its competition. 
A)  Avoid Perrier brand stock-outs on retailers' shelves. 
B)  Make the purchase decision a high-involvement one. 
C)  Offer coupons for Perrier bottled water. 
D)  Convince retailers to offer only Perrier water. 
E)  Denigrate its competition.

Question 20

An example of a marketer-dominated source of information consulted during an external search is

Accepted Answer

A)  previous ownership of a product. 
B)  a Better Business Bureau rating. 
C)  a company's website. 
D)  a consumer program on talk radio. 
E)  your mother. 
A)  previous ownership of a product. 
B)  a Better Business Bureau rating. 
C)  a company's website. 
D)  a consumer program on talk radio. 
E)  your mother.

Which of the following statements about attitudes is false?

Casey's girlfriend will celebrate her birthday next week, so he needs to buy her a gift. He remembers the brand of watch that she wears and considers if she would like a new one by the same maker. This is an example of what part of the consumer purchase decision process?

In the VALS framework, a person's resources include all of the following except which?

What percentage of U.S. product sales is directly tied to word of mouth among friends, family, and colleagues?

Evaluative criteria refer to

Individuals who exert direct or indirect social influence over others are referred to as

As a result of ________, consumers do not remember all the information they see, read, or hear, even minutes after exposure to it.

The ________, a married couple with children younger than 18 years, constitutes just 20 percent of all U.S. households.

If McNeil Consumer Healthcare uses the same brand name for different products such as Tylenol Cold and Flu and Tylenol P.M. based on behavioral learning theory, this strategy is an example of

Women influence what percentage of new-car buying decisions?

Popularity created by consumer word of mouth is called

Figure 4-7 -VALS creates profiles of people based on their primary motivation and resources. In the VALS framework (Figure 4-7), D refers to

Making connections between two or more ideas or simply observing the outcomes of others' behaviors and adjusting one's own behavior accordingly is known as what type of learning?

Name the five situational influences that affect the consumer purchase decision process.

Selective retention most negatively impacts which stage of the consumer purchase decision process?

A person's consistent behaviors or responses to recurring situations is referred to as

The purchase of bottled sparkling water is a low-involvement purchase. How can a market leader such as Perrier keep people buying its brand instead of one of the numerous other brands displayed on retailers' shelves?

An example of a marketer-dominated source of information consulted during an external search is

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Implementing Interactive and Multichannel Marketing

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Filters

Exam 4: Understanding Consumer Behavior

Which of the following statements about attitudes is false?

Casey's girlfriend will celebrate her birthday next week, so he needs to buy her a gift. He remembers the brand of watch that she wears and considers if she would like a new one by the same maker. This is an example of what part of the consumer purchase decision process?

In the VALS framework, a person's resources include all of the following except which?

What percentage of U.S. product sales is directly tied to word of mouth among friends, family, and colleagues?

Evaluative criteria refer to

Individuals who exert direct or indirect social influence over others are referred to as

As a result of ________, consumers do not remember all the information they see, read, or hear, even minutes after exposure to it.

The ________, a married couple with children younger than 18 years, constitutes just 20 percent of all U.S. households.

If McNeil Consumer Healthcare uses the same brand name for different products such as Tylenol Cold and Flu and Tylenol P.M. based on behavioral learning theory, this strategy is an example of

Women influence what percentage of new-car buying decisions?

Popularity created by consumer word of mouth is called

Figure 4-7 -VALS creates profiles of people based on their primary motivation and resources. In the VALS framework (Figure 4-7), D refers to

Making connections between two or more ideas or simply observing the outcomes of others' behaviors and adjusting one's own behavior accordingly is known as what type of learning?

Name the five situational influences that affect the consumer purchase decision process.

Selective retention most negatively impacts which stage of the consumer purchase decision process?

A person's consistent behaviors or responses to recurring situations is referred to as

The purchase of bottled sparkling water is a low-involvement purchase. How can a market leader such as Perrier keep people buying its brand instead of one of the numerous other brands displayed on retailers' shelves?

An example of a marketer-dominated source of information consulted during an external search is

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Implementing Interactive and Multichannel Marketing

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Filters