Question 1

The exact size of the evoked set varies from one consumer to another and depends on factors such as the importance of the purchase.

Accepted Answer

A) True 
 B)False

Question 2

Jack, a student, has applied for a job in one of the top private banks in the U.S. Jack feels securing a job with a private bank would fulfill his desire for steady employment. With respect to Maslow's hierarchy of needs theory, by securing a career in private banking, Jack is most likely to fulfill his _____ needs.

Accepted Answer

A) physiological 
B) esteem 
C) social 
D) safety 
E) self-actualization 
A) physiological 
B) esteem 
C) social 
D) safety 
E) self-actualization

Question 3

According to Abraham Maslow's hierarchy of needs, the most basic level of needs is:

Accepted Answer

A) physiological needs. 
B) esteem needs. 
C) self-actualization needs. 
D) social needs. 
E) safety needs. 
A) physiological needs. 
B) esteem needs. 
C) self-actualization needs. 
D) social needs. 
E) safety needs.

Question 4

While watching a basketball game on television, Ryan leaves the room during commercial breaks and returns only when the live broadcast returns. If he deliberately avoids viewing commercials, Ryan is likely exhibiting _____.

Accepted Answer

A) selective attention 
B) selective exposure 
C) selective comprehension 
D) selective retention 
E) selective recall 
A) selective attention 
B) selective exposure 
C) selective comprehension 
D) selective retention 
E) selective recall

Question 5

_____ is the ability to perceive a stimulus that is below the level of conscious awareness.

Accepted Answer

A) Selective conditioning perception 
B) Observer bias 
C) Lightness constancy 
D) Subliminal perception 
E) Stimuli interception 
A) Selective conditioning perception 
B) Observer bias 
C) Lightness constancy 
D) Subliminal perception 
E) Stimuli interception

Question 6

_____ is the stage of the consumer decision-making process whereby the individual scans information stored in memory to recall past experience and/or knowledge regarding various purchase alternatives.

Accepted Answer

A) Problem recognition 
B) Internal information search 
C) External information search 
D) Alternative evaluation 
E) Post purchase evaluation 
A) Problem recognition 
B) Internal information search 
C) External information search 
D) Alternative evaluation 
E) Post purchase evaluation

Question 7

_____ is a state of psychological tension or post purchase doubt a consumer may experience after making a difficult purchase decision.

Accepted Answer

A) Availability heurism 
B) Self-serving bias 
C) Cognitive dissonance 
D) Impact bias 
E) Subliminal erudition 
A) Availability heurism 
B) Self-serving bias 
C) Cognitive dissonance 
D) Impact bias 
E) Subliminal erudition

Question 8

According to Abraham Maslow's hierarchy of needs theory, the highest level of needs is _____ need.

Accepted Answer

A) physiological 
B) safety 
C) self-actualization 
D) esteem 
E) social 
A) physiological 
B) safety 
C) self-actualization 
D) esteem 
E) social

Question 9

Robert, an automobile engineer, detects a strange noise emanating from the engine of his car. As he is an expert mechanic, he diagnosed that the car required a new fan belt. Which of the following stages of the consumer decision-making process is represented in this scenario?

Accepted Answer

A) External search 
B) Post purchase evaluation 
C) Problem recognition 
D) Purchase decision 
E) Alternative evaluation 
A) External search 
B) Post purchase evaluation 
C) Problem recognition 
D) Purchase decision 
E) Alternative evaluation

Question 10

In the family decision-making process, the person in the family who is responsible for starting the purchase decision process is the:

Accepted Answer

A) purchasing agent. 
B) consumer. 
C) initiator. 
D) information provider. 
E) influencer. 
A) purchasing agent. 
B) consumer. 
C) initiator. 
D) information provider. 
E) influencer.

Question 11

Which of the following is true of the affect referral decision rule?

Accepted Answer

A) It is synonymous with the mirror image rule. 
B) It is a type of heuristic. 
C) It is synonymous with bait-and-switch marketing. 
D) It can be used only by marketers who sell luxury products. 
E) It is a type of mnemonic. 
A) It is synonymous with the mirror image rule. 
B) It is a type of heuristic. 
C) It is synonymous with bait-and-switch marketing. 
D) It can be used only by marketers who sell luxury products. 
E) It is a type of mnemonic.

Question 12

The cognitive learning theory has been criticized for assuming a mechanistic view of the consumer that puts too much emphasis on external stimulus factors.

Accepted Answer

A) True 
 B)False

Question 13

When a consumer interprets information in a manner that supports her own position, she is said to be engaging in selective retention.

Accepted Answer

A) True 
 B)False

Question 14

_____ are the dimensions or attributes of a product that are used to compare different alternatives.

Accepted Answer

A) Evaluative criteria 
B) Salient beliefs 
C) Dissonance motives 
D) Attribute bundles 
E) Reinforcement criteria 
A) Evaluative criteria 
B) Salient beliefs 
C) Dissonance motives 
D) Attribute bundles 
E) Reinforcement criteria

Question 15

The step of the perception process where consumers interpret information based on their own attitudes, beliefs, motives, and experiences is known as:

Accepted Answer

A) selective attention. 
B) selective exposure. 
C) selective comprehension. 
D) selective retention. 
E) selective conditioning. 
A) selective attention. 
B) selective exposure. 
C) selective comprehension. 
D) selective retention. 
E) selective conditioning.

Question 16

Which of the following best defines an attitude?

Accepted Answer

A) It is defined as an intense emotional response of a consumer when he realizes that a repressed conflict is about to emerge into consciousness. 
B) It is defined as a process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world. 
C) It is defined as a situation that arises when a consumer's prior product knowledge and buying behavior gets distorted and leads to illegal buying situations. 
D) It is defined as a summary construct that represents an individual's overall feelings toward or evaluation of an object. 
E) It is defined as the process of presenting a new production process or product into the market and promoting the same to prospective customers. 
A) It is defined as an intense emotional response of a consumer when he realizes that a repressed conflict is about to emerge into consciousness. 
B) It is defined as a process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world. 
C) It is defined as a situation that arises when a consumer's prior product knowledge and buying behavior gets distorted and leads to illegal buying situations. 
D) It is defined as a summary construct that represents an individual's overall feelings toward or evaluation of an object. 
E) It is defined as the process of presenting a new production process or product into the market and promoting the same to prospective customers.

Question 17

With respect to classical conditioning, _____ occurs when an unconditioned stimulus and a conditioned stimulus occur in close proximity in time and space.

Accepted Answer

A) repetition 
B) dissociative behavior 
C) response orientation 
D) contiguity 
E) negative reinforcement 
A) repetition 
B) dissociative behavior 
C) response orientation 
D) contiguity 
E) negative reinforcement

Question 18

Which of the following is true of cross-disciplinary research?

Accepted Answer

A) It has been criticized for ignoring various behavioral stimuli such as motivation and culture. 
B) It fails to provide room for experimentation and remains a theorized ideology. 
C) It provides a greater understanding of consumer behavioral through neo-violence and neo-social theories. 
D) It fails to provide a better understanding of the role of cultural significance in advertising. 
E) It is better suited for the study of consumers because it takes into account their complexity and multidimensionality. 
A) It has been criticized for ignoring various behavioral stimuli such as motivation and culture. 
B) It fails to provide room for experimentation and remains a theorized ideology. 
C) It provides a greater understanding of consumer behavioral through neo-violence and neo-social theories. 
D) It fails to provide a better understanding of the role of cultural significance in advertising. 
E) It is better suited for the study of consumers because it takes into account their complexity and multidimensionality.

Question 19

Peter owns several rental apartments. Initially, he used several appliance brands in his apartments and was dissatisfied with their short life span. Currently, Peter purchases appliances only from Insignia Inc., a manufacturer of home appliances, for his apartments. His repeat purchases indicate:

Accepted Answer

A) the existence of cognitive dissonance. 
B) the absence of any affect referral decisions. 
C) strong brand loyalty. 
D) extensive decision making and strong psychosocial consequences. 
E) a lack of evaluative criteria. 
A) the existence of cognitive dissonance. 
B) the absence of any affect referral decisions. 
C) strong brand loyalty. 
D) extensive decision making and strong psychosocial consequences. 
E) a lack of evaluative criteria.

Question 20

According to classical conditioning theory, there is no pre-existing relationship between an unconditioned stimulus and unconditioned response.

Accepted Answer

A) True 
 B)False

Exam 4: Perspectives on Consumer Behavior

The exact size of the evoked set varies from one consumer to another and depends on factors such as the importance of the purchase.

According to Abraham Maslow's hierarchy of needs, the most basic level of needs is:

While watching a basketball game on television, Ryan leaves the room during commercial breaks and returns only when the live broadcast returns. If he deliberately avoids viewing commercials, Ryan is likely exhibiting _____.

_____ is the ability to perceive a stimulus that is below the level of conscious awareness.

_____ is the stage of the consumer decision-making process whereby the individual scans information stored in memory to recall past experience and/or knowledge regarding various purchase alternatives.

_____ is a state of psychological tension or post purchase doubt a consumer may experience after making a difficult purchase decision.

According to Abraham Maslow's hierarchy of needs theory, the highest level of needs is _____ need.

Robert, an automobile engineer, detects a strange noise emanating from the engine of his car. As he is an expert mechanic, he diagnosed that the car required a new fan belt. Which of the following stages of the consumer decision-making process is represented in this scenario?

In the family decision-making process, the person in the family who is responsible for starting the purchase decision process is the:

Which of the following is true of the affect referral decision rule?

The cognitive learning theory has been criticized for assuming a mechanistic view of the consumer that puts too much emphasis on external stimulus factors.

When a consumer interprets information in a manner that supports her own position, she is said to be engaging in selective retention.

_____ are the dimensions or attributes of a product that are used to compare different alternatives.

The step of the perception process where consumers interpret information based on their own attitudes, beliefs, motives, and experiences is known as:

Which of the following best defines an attitude?

With respect to classical conditioning, _____ occurs when an unconditioned stimulus and a conditioned stimulus occur in close proximity in time and space.

Which of the following is true of cross-disciplinary research?

Peter owns several rental apartments. Initially, he used several appliance brands in his apartments and was dissatisfied with their short life span. Currently, Peter purchases appliances only from Insignia Inc., a manufacturer of home appliances, for his apartments. His repeat purchases indicate:

According to classical conditioning theory, there is no pre-existing relationship between an unconditioned stimulus and unconditioned response.

An Introduction to Integrated Marketing Communications

The Role of IMC in the Marketing Process

Organizing for Advertising and Promotion: The Role of AD Agencies and Other Marketing Communication Organizations

The Communication Process

Source, Message, and Channel Factors

Establishing Objectives and Budgeting for the Promotional Program

Creative Strategy: Planning and Development

Creative Strategy: Implementation and Evaluation

Media Planning and Strategy

Evaluation of Media: Television and Radio

Evaluation of Media: Magazines and Newspapers

Support Media

Direct Marketing

The Internet: Digital and Social Media

Sales Promotion

Public Relations, Publicity, and Corporate Advertising

Measuring the Effectiveness of the Promotional Program

International Advertising and Promotion

Regulation of Advertising and Promotion

Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Personal Selling Online

Filters