Deck 1: Buying, Having, and Being: an Introduction to Consumer Behavior

Question 1

Which of the following time periods is encompassed in the study of consumer behavior?

A) Pre-purchase
B) Purchase
C) Post-purchase
D) All of the above

Answer 1

D

Question 2

In the early stages of development, consumer behavior was known as buyer behavior. What important aspect of the exchange process does this change in name reflect?

Answer 2

Buyer behavior reflects an emphasis on the act of purchase, but this exchange is dependent upon a number of pre-purchase and post-purchase perspectives and behaviors. To fully understand why an exchange is made, researchers must look at decisions and influences before the exchange, as well as the expectations of what happens after the exchange. The study of consumer behavior accounts for pre-purchase and post-purchase issues along with purchase issues, rather than simply buyer behavior.

Question 3

Which term refers to the bond between product and consumer that is difficult for competitors to break?

A) Brand loyalty
B) Custom
C) Patronage
D) Relationship

Answer 3

A

Question 4

According to the basic marketing concept, a firm exists to ________.

A) influence popular culture
B) dominate market share
C) nurture relationships
D) satisfy needs

Question 5

________ are statistics that measure observable aspects of population.

A) Psychographics
B) Lifestyles
C) Demographics
D) None of the above

Question 6

A transaction in which two or more organizations or people give and receive something of value is called ________.

A) buyer behavior
B) exchange
C) perception
D) consumer perspective

Question 7

Explain the term "market segmentation strategies."

Question 8

The 80/20 rule targets what user group?

A) All consumers
B) Light users
C) Heavy users
D) Moderate users

Question 9

Descriptive characteristics of a population are called demographics.

Question 10

Age, gender, and social class are all used ________.

A) to divide market
B) as part of promotion
C) in social media
D) as part of the marketing mix

Question 11

Which of the following is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires?

A) Lifestyle marketing
B) Role theory
C) Consumer behavior
D) Marketing research

Question 12

Which of the following is NOT a stage of the consumption process?

A) Desire
B) Pre-purchase
C) Purchase
D) Post-purchase

Question 13

Explain what a consumer is.

Question 14

Demographics are statistics that measure observable aspects of a population.

Question 15

When a transaction occurs between two or more organizations or people who give and receive something of value, an exchange has taken place.

Question 16

Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her sorority's formal event. The stores were crowded, and none of her favorite shops carried a dress that she liked in her size. After spending hours at the mall, Jenny decided to order her dress online and just return it if it was not exactly right. This story is an example of how consumer behavior is a(n) ________.

A) industry
B) process
C) art form
D) theory

Question 17

According to the definition of consumer behavior, how a consumer disposes of an idea and accepts another is part of consumer behavior.

Question 18

A(n) ________ is a person who identifies a need or desire, makes a purchase, and then disposes of a product.

A) marketer
B) consumer
C) influencer
D) content generator

Question 19

Because consumer behavior is now examined as an entire consumption process that includes pre-purchase and post-purchase issues, exchange theory is irrelevant to the study of consumer behavior.

Question 20

Which of the following is NOT considered a demographic?

A) Sex
B) Income
C) Lifestyle
D) Occupation

Question 21

A person's marital status is important to which demographic variable?

A) Gender
B) Race
C) Family structure
D) Age

Question 22

Walmart tracks the habits of the 100 million customers who visit it stores each week and responds with products and services directed toward those customers' needs based on the information collected. This is an example of ________ marketing.

A) undifferentiated
B) database
C) relationship
D) consumer-generated

Question 23

Why is age a common demographic category used in understanding consumer behavior?

A) Different age groups have different wants and needs.
B) Age is easier to categorize than gender.
C) Generational groups tend to be similar.
D) All of the above.

Question 24

American society is shifting from a mass culture in which many consumers share the same preferences to a diverse culture in which consumers have almost an infinite number of choices.

Question 25

Explain the difference between a need and a want?

Question 26

The 80/20 rule states that 80% of consumers will use 20% of the product.

Question 27

The fact that people often buy products not for what the products do but for what they mean implies that a product's basic function is unimportant.

Question 28

The way consumers feel about themselves, the things they value, and the things they like to do in their spare time are part of how marketers segment using ________.

A) gender
B) age
C) social class
D) lifestyle

Question 29

When a product helps to establish the user's identity, the user is said to have a(n) ________ type of relationship with the product.

A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love

Question 30

Consumers who share demographic characteristics such as ethnicity and age can have very different lifestyles.

Question 31

What is database marketing? How is it used by consumers?

Question 32

Explain the concept of the 80/20 rule and why it is important to marketers.

Question 33

Psychographics are used to measure ________.

A) social class
B) income
C) demographics
D) lifestyles

Question 34

Which marketing philosophy emphasizes interacting with customers on a regular basis and giving them reasons to maintain a bond with a company's brands over time?

A) Differentiated marketing
B) Global marketing
C) Social marketing
D) Relationship marketing

Question 35

Which term refers to the collection and analysis of extremely large data sets?

A) Mainframe marketing data
B) Internet information data
C) Big data
D) Online media data

Question 36

People who belong to the same social class are most likely to have which of the following in common?

A) Social standing in the community
B) Personality
C) Ethnicity
D) Family structure

Question 37

People who belong to the same social class are most likely to have which of the following in common?

A) Social standing in the community
B) Personality
C) Ethnicity
D) Family structure

Question 38

A need is something a person must have to live.

Question 39

What is relationship marketing? Why is it so widely practiced by today's marketers?

Question 40

What is database marketing? Why is it so widely used by today's marketers?

Question 41

When a product elicits emotional bonds of warmth and affection, the user is said to have a(n) ________ type of relationship with the product.

A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love

Question 42

The sociological perspective of ________ takes the view that much of consumer behavior resembles actions in a play.

A) role theory
B) pastiche
C) interpretivism
D) psychographics

Question 43

People buy products for ________.

A) what they do
B) what they mean
C) the role the product plays in the consumer's life
D) All of the above

Question 44

Popular culture is both a product of marketing and an inspiration for marketing.

Question 45

A ________ creates a state of tension that drives consumers to attempt to reduce or eliminate.

A) want
B) demand
C) need
D) response

Question 46

A product that helps to establish the user's identity is called ________.

A) self-concept attachment
B) interdependence
C) love
D) nostalgic attachment

Question 47

When a person buys a product for emotional reasons, the need is ________.

A) utilitarian
B) functional
C) interdependent
D) hedonic

Question 48

Consumption communities are where consumers share opinions and recommendations about products.

Question 49

Music, movies, sports, and books are part of ________.

A) consumer marketing
B) popular culture
C) lifestyles
D) in-your-face marketing

Question 50

A relationship a person might have with a product is called ________.

A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) all of the above

Question 51

List and briefly characterize four types of relationships a person might have with a product. Provide examples to illustrate each.

Question 52

A consumer is a person who identifies a need or desire, makes a purchase, and then disposes of the product.

Question 53

When a product is part of a user's daily routine the user is said to have a(n) ________ type of relationship with the product.

A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love

Question 54

Which form of relationship between product and customer is most at risk of the consumer switching to a different brand or product?

A) Self-concept attachment
B) Nostalgic attachment
C) Interdependence
D) Love

Question 55

Role theory takes the view that much of consumer behavior resembles actions in play.

Question 56

Love is a relationship a consumer might have with a product.

Question 57

Lucy Chang recently purchased a lovely ceramic bowl that featured a red dragon design. When she thought about her purchase, she found that she really had no justification for buying the bowl other than it reminded her of the bowls her mother used during evening meals when she was a young child in Hong Kong. Which type of relationship with a product best explains the reason for Lucy's purchase of the dragon bowl?

A) Self-concept attachment
B) Nostalgic attachment
C) Interdependence
D) Love

Question 58

Die-hard Apple fans post videos on YouTube claiming their affection for Apple products. They most likely have a(n) ________ relationship with the product.

A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love

Question 59

According to the different categories of relationships that people may have with products, nostalgic attachment occurs if the product is part of the user's daily routine.

Question 60

Target began a new campaign to sell leather furniture. In emphasizing how leather furniture has been used over the decades in movies and books, by celebrities, and a necessity for home entertainment, the campaign is drawing upon popular culture.

Question 61

Discuss the positive and negative consequences of today's culture of participation that is enabled by social media platforms.

Question 62

Explain what is meant by relationship marketing.

Question 63

Explain the difference between a need and a want. Provide an example of each.

Question 64

People often buy products for what they mean, not what they do.

Question 65

A digital native is someone who ________.

A) grew up in a "wired" and highly networked area
B) uses alternate reality games frequently
C) participates in database marketing
D) belongs to a consumption community

Question 66

Describe a virtual brand community. Create an example of a new community that demonstrates the concept.

Question 67

The revolution in cyberspace has created a situation in which consumers can sell to other consumers in communities like Amazon. This is known as ________.

A) B2C e-commerce
B) C2C e-commerce
C) B2B e-commerce
D) consumption community

Question 68

Explain the term "social media."

Question 69

The growth of the Internet has created ________.

A) segmentation strategies
B) consumption communities
C) behavioral processes
D) mass cultures

Question 70

Explain the term "user generated content."

Question 71

Global consumer culture and popular culture are interchangeable terms.

Question 72

Which of the following is the best tool for consumer activists to use in efforts to make the public aware of unethical or questionable marketing behavior?

A) Web 2.0
B) B2C e-commerce
C) Economics of information
D) Compulsive consumption

Question 73

A metropolitan area with a total population of more than 10 million people is called a(n) ________.

A) metro area
B) megacity
C) metroplex
D) developing economy

Question 74

Which of the following is an example of C2C e-commerce?

A) RFID tags
B) Virtual brand communities
C) Database marketing
D) Green marketing

Question 75

Facebook, Twitter, and Instagram are examples of ________.

A) local interaction
B) synchronous interaction
C) asynchronous interaction
D) horizontal interaction

Question 76

Consumers and the items they consume can take many forms. Give examples of three different types of consumers and examples of three different types of items they could consume, including products, services, and ideas.

Question 77

A product that helps to establish the user's identity is called nostalgic attachment.

Question 78

Texting back and forth with a friend is an example of asynchronous interaction.

Question 79

Consumer to consumer cyber activity is called C2C e-commerce.

Question 80

Which term refers to the online means of communication, conveyance, and collaboration among the interdependent and interconnected networks of people, communities, and organizations?

A) Open data partnership
B) Social media
C) Synchronous interaction
D) Asynchronous interaction