Question 1

Which of the following statements about brand loyalty is most accurate?

Accepted Answer

A) Learning has little effect on brand loyalty because most habits are instinctual. 
B) Brand loyalty increases the perceived risk associated with impulse purchases. 
C) The incidence of brand loyalty is steadily rising in North America. 
D) Brand loyalty results from the positive reinforcement of previous actions. 
E) The best way to enhance brand loyalty is to brand all new products with the same brand name. 
A) Learning has little effect on brand loyalty because most habits are instinctual. 
B) Brand loyalty increases the perceived risk associated with impulse purchases. 
C) The incidence of brand loyalty is steadily rising in North America. 
D) Brand loyalty results from the positive reinforcement of previous actions. 
E) The best way to enhance brand loyalty is to brand all new products with the same brand name.

Question 2

Once a consumer has completed the alternative evaluation stage of the consumer purchase decision process, the two remaining choices are

Accepted Answer

A) which product to buy and how to pay for it. 
B) whether to buy one or several if a BOGO deal is offered and how to pay for them. 
C) from whom to buy and when to buy. 
D) which product to buy and whether to tell others about the purchase. 
E) whether to buy in person or online and whether to tell others about the purchase. 
A) which product to buy and how to pay for it. 
B) whether to buy one or several if a BOGO deal is offered and how to pay for them. 
C) from whom to buy and when to buy. 
D) which product to buy and whether to tell others about the purchase. 
E) whether to buy in person or online and whether to tell others about the purchase.

Question 3

Claire has just told her best friend, "I'm so glad I bought the Samsung Galaxy S6 rather than those other smartphones I was considering. Look at this incredible display, and the battery stays charged forever." Which stage of the consumer purchase decision process does Claire's conversation identify?

Accepted Answer

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

Question 4

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 she'll 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 5

Because Marla was so strongly committed to a fat-free diet, she did not bother to read a recent report by the New England Journal of Medicine suggesting that some fat in our diet is healthy. The report was in a newspaper that Marla reads daily, but the headline did not appeal to her as the result of

Accepted Answer

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

Question 6

A brand community is a specialized form of the __________ reference group.

Accepted Answer

A) dissociative 
B) aspiration 
C) associative 
D) VALS 
E) social class 
A) dissociative 
B) aspiration 
C) associative 
D) VALS 
E) social class

Question 7

People to whom an individual looks as a basis for self-appraisal or as a source of personal standards are referred to as

Accepted Answer

A) action-oriented consumers. 
B) spokespersons. 
C) opinion leaders. 
D) social classes. 
E) reference groups. 
A) action-oriented consumers. 
B) spokespersons. 
C) opinion leaders. 
D) social classes. 
E) reference groups.

Question 8

Amanda plans to go for a run after her classes are over. As she is lacing up her running shoes, she notices that one of the shoe's seams is unraveling, and she thinks it is about time for a new pair. In which stage of the consumer purchase decision process is Amanda at that moment?

Accepted Answer

A) information search 
B) problem recognition 
C) purchase behavior 
D) alternative evaluation 
E) prepurchase cognition 
A) information search 
B) problem recognition 
C) purchase behavior 
D) alternative evaluation 
E) prepurchase cognition

Question 9

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 10

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 11

Consumers' ability to perceive taste differences in chocolate bars is an example of

Accepted Answer

A) cognitive dissonance. 
B) stimulus discrimination. 
C) selective retention. 
D) selective comprehension. 
E) stimulus generalization. 
A) cognitive dissonance. 
B) stimulus discrimination. 
C) selective retention. 
D) selective comprehension. 
E) stimulus generalization.

Question 12

Consumer socialization refers to

Accepted Answer

A) the distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors. 
B) the people to whom an individual looks as a basis for self-appraisal or as a source of personal standards. 
C) the process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers. 
D) the modes of living that are identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them. 
E) the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped. 
A) the distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors. 
B) the people to whom an individual looks as a basis for self-appraisal or as a source of personal standards. 
C) the process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers. 
D) the modes of living that are identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them. 
E) the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped.

Question 13

When Clorox uses the Good Housekeeping Seal for its Fresh Step cat litter, its strategy is to reduce a consumer's __________ and encourage purchases.

Accepted Answer

A) consumer angst 
B) cognitive dissonance 
C) perceived risk 
D) purchase anxiety 
E) consumer cynicism 
A) consumer angst 
B) cognitive dissonance 
C) perceived risk 
D) purchase anxiety 
E) consumer cynicism

Question 14

The actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions, are referred to as

Accepted Answer

A) purchase intentions. 
B) market research. 
C) consumer behavior. 
D) consumer conduct. 
E) purchase protocols. 
A) purchase intentions. 
B) market research. 
C) consumer behavior. 
D) consumer conduct. 
E) purchase protocols.

Question 15

In 31 percent of households, __________ are the primary grocery shoppers, though they may not be the grocery decision makers.

Accepted Answer

A) teenagers 
B) extended family members 
C) paid help 
D) children of any age 
E) men 
A) teenagers 
B) extended family members 
C) paid help 
D) children of any age 
E) men

Question 16

Rackspace U.S. Inc. is a web hosting company. If you want to have a website, you can buy Internet space as well as technical support and design services from the company. When its ad tells you that its users consider Rackspace "the risk-free host because it offers dedicated and helpful support any time day or night," you know that Rackspace is most likely trying to do which of the following?

Accepted Answer

A) Identify its core values. 
B) Reduce new buyers' cognitive dissonance. 
C) Increase new buyers' cognitive dissonance. 
D) Produce a consideration set. 
E) Evoke problem recognition. 
A) Identify its core values. 
B) Reduce new buyers' cognitive dissonance. 
C) Increase new buyers' cognitive dissonance. 
D) Produce a consideration set. 
E) Evoke problem recognition.

Question 17

Chanel No. 5 fragrances would be found in what level of the Maslow hierarchy of needs?

Accepted Answer

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

Question 18

Perceived risk is

Accepted Answer

A) an unmerited fear of being taken advantage of in an exchange situation. 
B) the feeling of postpurchase psychological tension or anxiety that consumers may experience when faced with two or more highly attractive alternatives. 
C) the degree to which a seller is willing to make an exchange based upon a customer's creditworthiness. 
D) the personal, social, and economic significance of the purchase to the consumer. 
E) the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences. 
A) an unmerited fear of being taken advantage of in an exchange situation. 
B) the feeling of postpurchase psychological tension or anxiety that consumers may experience when faced with two or more highly attractive alternatives. 
C) the degree to which a seller is willing to make an exchange based upon a customer's creditworthiness. 
D) the personal, social, and economic significance of the purchase to the consumer. 
E) the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences.

Question 19

During the consumer purchase decision process, an individual at the __________ stage will perceive differences between his or her ideal and actual situations big enough to trigger a decision.

Accepted Answer

A) problem recognition 
B) alternative evaluation 
C) cognitive dissonance 
D) information search 
E) postpurchase behavior 
A) problem recognition 
B) alternative evaluation 
C) cognitive dissonance 
D) information search 
E) postpurchase behavior

Question 20

Dutch tulip growers have developed pre-sprouted bulbs that will bloom just a few weeks after spring planting so people who did not plant bulbs in the fall can have spring flowers. Nurseries plan to promote the pre-sprouted tulips to people who appreciate finer things and will pay a premium price. Which of these VALS segments would be most suitable to target?

Accepted Answer

A) Survivors 
B) Believers 
C) Makers 
D) Innovators 
E) Experiencers 
A) Survivors 
B) Believers 
C) Makers 
D) Innovators 
E) Experiencers

Exam 5: Understanding Consumer Behavior

Which of the following statements about brand loyalty is most accurate?

Once a consumer has completed the alternative evaluation stage of the consumer purchase decision process, the two remaining choices are

A brand community is a specialized form of the __________ reference group.

People to whom an individual looks as a basis for self-appraisal or as a source of personal standards are referred to as

Amanda plans to go for a run after her classes are over. As she is lacing up her running shoes, she notices that one of the shoe's seams is unraveling, and she thinks it is about time for a new pair. In which stage of the consumer purchase decision process is Amanda at that moment?

Popularity created by consumer word of mouth is called

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

Consumers' ability to perceive taste differences in chocolate bars is an example of

Consumer socialization refers to

When Clorox uses the Good Housekeeping Seal for its Fresh Step cat litter, its strategy is to reduce a consumer's __________ and encourage purchases.

The actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions, are referred to as

In 31 percent of households, __________ are the primary grocery shoppers, though they may not be the grocery decision makers.

Chanel No. 5 fragrances would be found in what level of the Maslow hierarchy of needs?

Perceived risk is

During the consumer purchase decision process, an individual at the __________ stage will perceive differences between his or her ideal and actual situations big enough to trigger a decision.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

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

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

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

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Financial Aspects of Marketing

Building an Effective Marketing Plan

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