Deck 15: Application Module A: Applying Social Psychology to Consumer Behavior

Question 1

To better understand their current and future customers, companies routinely monitor online discussions about their products and services and use online marketing research techniques called ____.

A)lateral cycling
B)geo-targeting
C)netnography
D)sentiment analysis

Answer 1

netnography

Question 2

Conspicuous consumption refers to situations in which people ____.

A)buy things just so they can "show them off"
B)buy things that they cannot afford
C)buy things that they never end up using
D)buy things for other people

Answer 2

buy things just so they can "show them off"

Question 3

Suppose that Ina is given the opportunity to try out three different kinds of hotdogs, and suppose that Oliver is given the opportunity to try out twelve different kinds of hot dogs. After trying the hot dogs, they are given the opportunity to purchase hot dogs. Research suggests that ____.

A)Ina will enjoy her hotdogs more than will Oliver
B)Oliver will enjoy his hotdogs more than will Ina
C)Ina and Oliver will enjoy their hotdogs about the same amount
D)the person who will enjoy the hotdogs more depends on whether brand information is included at the taste test

Answer 3

Ina will enjoy her hotdogs more than will Oliver

Question 4

When people are shopping, crowding tends to ____.

A)intensify whatever consumption experience we are having at the time
B)make the shopping experience more negative
C)increase purchasing
D)decrease purchasing

Question 5

Harley-Davidson hires researchers to ride motorcycles and attend various events so they can learn more about the way enthusiasts talk about their products, to identify opinion leaders, and ultimately to have good ideas as to product modifications or new items such as Harley-Davidson branded clothing and other accessories for motorcycles. This approach is best described as ____.

A)idiographic
B)ethnographic
C)anthropological
D)existential

Question 6

The post-World War II development of brand identities can be traced largely to the ____.

A)need to compete with products from foreign manufacturers
B)need for manufacturers to have products for specific market segments
C)need for consumers to find products that could previously be found only overseas
D)need for consumers to be secure in the belief that the products would meet their needs

Question 7

After World War II, the United States had a lot of manufacturing capabilities but ____.

A)the social conditions during the war created a population uninterested in purchasing
B)the continued raw material shortages of the war made it difficult to manufacture anything
C)people remained very fearful, resulting in a decreased willingness to purchase anything but essentials
D)the products manufactured were so similar that there was no reason to purchase one over the other

Question 8

The consumer consumption process begins ____.

A)long before we choose a product
B)when we recognize that we need a product
C)when we decide to shop for a product
D)when we choose among different products

Question 9

High self-monitors are to social aspects of products as low self-monitors are to ____.

A)product attributes or qualities of features
B)competitive product pricing
C)whether they have a need for the product
D)the experience of purchasing

Question 10

The use of software to empirically study online conversations to constantly monitor how consumers feel about brands is called _____.

A)sentiment analysis
B)e-commerce
C)social currency
D)data mining

Question 11

People tend to buy more expensive wine when a restaurant offers valet parking as opposed to when does not. This is an example of consumers being influenced via ____.

A)unconscious thought processes
B)central route processing
C)Maslow's physiological needs
D)polychronic activity

Question 12

When consumers experience loud music, in-store crowding, or other shopping stressors, they tend to ____.

A)enact their dominant responses
B)enact their nondominant responses
C)purchase more
D)purchase less

Question 13

The case study of "New Coke" was an example of ____.

A)brand-loyal consumers being turned off by changes to a brand
B)brand-loyal consumers being especially loyal to a brand when it is not doing well
C)a brand creating loyalty among a new set of consumers
D)a brand creating awareness among a new set of consumers

Question 14

____ is the new "word-of-mouth" advertising.

A)Billboard advertising
B)Experiential marketing
C)Print advertising
D)Social media

Question 15

Successful green marketing targets a larger population with products and services that anyone might be able to use while simultaneously ____.

A)ensuring the protection of overseas workers and promoting local jobs
B)saving money and reducing the impact on the environment
C)promoting the development of local jobs and saving money
D)identifying mechanisms for social equity and fiscal responsibility

Question 16

How do grocery store advertising, grocery store format (layout), and grocery store location influence consumers' decisions about where to shop?

A)All three affect behavior.
B)Interestingly, location has very little impact.
C)Interestingly, format (layout)has the strongest impact of the three.
D)Advertising is the only one of these variables to have an impact.

Question 17

Subjective norms refer to ____.

A)what you believe you should do
B)what companies expect you to do
C)what you want to do
D)what others believe you should do

Question 18

Groups that call themselves ____ may promote events like refusing to participate in "Black Friday" sales.

A)web guerillas
B)e-commerce opponents
C)anti-consumerists
D)culture jammers

Question 19

Ali is having a garage sale. He is trying to sell an old alarm clock for $20, an old pair of sneakers for $40, and an old TV set for $100. These prices are way too high. Since Ali owns these products, they seem to him to be more valuable than they really are. This phenomenon is known by social psychologists as ____.

A)lateral shrinkage
B)product affinity ​
C)personal use shrinkage ​
D)the mere ownership effect ​

Question 20

Research indicates that credit card debt is most related to ____.

A)impulsive buying
B)general self-destructiveness
C)a tendency to feel out of control
D)time orientation

Question 21

Research indicates that the presence of credit card stimuli is associated with ____. ​

A)having a marked preference for lower prices
B)making quicker decisions to spend ​
C)delaying decisions to purchase an item
D)having a negative view of credit card use

Question 22

The term ____ refers to selling or giving a previously purchased product to someone else to use for its intended purpose. ​

A)lateral cycling
B)e-commerce ​
C)social currency ​
D)guerilla consumption ​

Question 23

Tim is simultaneously talking on his cell phone, checking an instant message, listening to a CD, and browsing the web. Consumer psychologists would say that he is engaged in ____. ​

A)time shrinkage
B)lateral cycling ​
C)polychronic activity ​
D)multilateral activity ​

Question 24

Many consumers today are feeling time compression, leading them to select products that will alleviate time pressure. In consumer psychology terminology, this phenomenon is called ____. ​

A)time poverty
B)the commons dilemma ​
C)polychronic poverty ​
D)time shrinkage ​

Question 25

What is one important way in which consumers today differ from consumers in previous decades? ​

A)Consumers today experience more time poverty.
B)Consumers today are less likely to engage in polychronic activity. ​
C)Consumers today are less likely to feel anonymous during the shopping experience. ​
D)Consumers today have fewer product choices. ​

Question 26

Which of the following is an example of product misuse?

A)Buying more than three televisions at the same time
B)Eating a small packet of chips in one sitting
C)Drinking half a bottle of cough syrup to get better sleep
D)Selling your hair online

Question 27

_____ are a strong predictor of whether consumers patronize fast-food restaurants. ​

A)Self-monitoring patterns
B)Subjective norms ​
C)Prevailing mores ​
D)Positive frames ​

Question 28

Which explanation of conspicuous consumption fits with terror management theory? ​

A)Acquisition of material things helps humans feel their existence extends beyond death.
B)Purchasing things lowers arousal and reduces terror. ​
C)Purchasing things increases arousal and helps one combat terror. ​
D)Acquisition of material things help a person establish their social identity. ​

Question 29

In consumer psychology, the term shrinkage refers to ____.

A)the tendency for consumers to devalue products once they own them
B)the tendency for consumers to overanalyze, and overjustify, their purchases
C)the tendency for consumers to devalue products that they consider but do not end up buying
D)a company's loss of money or inventory as a result of shoplifting or employee theft