Deck 4: Consumers Product Knowledge and Involvement

Question 1

Which of the following statements is true about the four market segments with different levels of intrinsic self-relevance for a product category and brand?

A) Brand loyalists strive to buy the "best" brand for their needs.
B) Information seekers tend to respond to environmental factors such as price deals or other short-term promotions.
C) Brand switchers have positive means-end knowledge about the product category, but no particular brand stands out as superior.
D) Routine brand buyers are interested in getting the "best" brand.
E) Routine brand buyers have low intrinsic self-relevance for both the brand and the product category.

Answer 1

A

Question 2

The outcomes of purchasing,using,or consuming products are described as:

A) results.
B) consequences.
C) purchases.
D) market share.
E) profit generators.

Answer 2

B

Question 3

Which of the following takes place in the last step of the ZMET interview?

A) Consumers tell stories about each picture that reveals the affective and cognitive meanings of the focal topic.
B) Consumers pretend that the frame around a picture is expanded in all directions so that more things come into view.
C) Consumers are asked to describe a scent, sound, taste, and touch that would express their thoughts and feelings about the topic.
D) Consumers are asked to create a short movie or one-act play that expresses their thoughts and feelings about the topic.
E) Consumers create a summary collage of the most meaningful pictures they brought to the interview.

Answer 3

E

Question 4

The consumer's "product knowledge" is composed of meanings associated with all of the following EXCEPT:

A) product class.
B) models/features.
C) product form.
D) brand.
E) marketing strategy used.

Question 5

All of the following statements about means-ends chains are true EXCEPT:

A) means-end chains are unique to each consumer's background and personal interests.
B) consumers' meanings for a product can be quite different from those of a marketing manager.
C) not every means-end chain leads to a value.
D) actual means-end chains vary considerably in the meanings they contain.
E) the actual product knowledge in consumers' means-end chains must necessarily contain each of the four levels of product meaning of the idealized means-end chain model.

Question 6

The use of metaphors is central to the:

A) focus group technique.
B) ZMET interview.
C) means-end chain.
D) laddering interview.
E) product-attribute matrix.

Question 7

Typically,entertainment products/services appeal to:

A) instrumental values.
B) core values.
C) terminal values.
D) financial values.
E) functional values.

Question 8

The type of material used in making a suit is an example of a(n):

A) content class.
B) model class.
C) intangible attribute.
D) concrete attribute.
E) abstract attribute.

Question 9

Which of the following is an example of an abstract attribute?

A) Size
B) Material
C) Quality
D) Weight
E) Density

Question 10

While shopping at a grocery store,you pick up a hot dog to satisfy your hunger as it is close to lunch time.This is an example of a:

A) psychological consequence.
B) perceived risk.
C) psychosocial consequence.
D) detected outcome.
E) functional consequence.

Question 11

All of the following are true about consumers' levels of product knowledge EXCEPT:

A) no one level of knowledge captures all the possible meanings of an object, an event, or a behavior.
B) the concept of levels of meaning helps understand consumers' product knowledge.
C) the product form is the broadest and most inclusive level of product knowledge and may include several product forms.
D) for some products, consumers can have knowledge about models, a more concrete level of product knowledge than brands.
E) meaning categories can be separated into more specific knowledge categories.

Question 12

Product forms may be grouped together to create a:

A) aggregate model.
B) product feature.
C) product class.
D) brand pool.
E) feature pool.

Question 13

The marketer's focus upon the physical characteristics of their products often causes them to assume that consumers view products/brands as:

A) bundles of attributes.
B) intangibles.
C) product forms.
D) quantifiable decisions.
E) abstract satisfiers.

Question 14

The assertion that consumers purchase for product consequences rather than for the product by itself,is the foundation for:

A) demographic segmentation.
B) marketing research.
C) benefit segmentation.
D) functional analysis.
E) risk analysis.

Question 15

The desirable consequences consumers seek when buying/using products/brands are described as:

A) outcomes.
B) benefits.
C) risks.
D) attributes.
E) features.

Question 16

Which of the following statements about values is true?

A) Terminal values are preferred modes of conduct.
B) Instrumental values are broad psychological states.
C) Core values have a major influence on cognitive processes and choice behaviors.
D) Values are examined frequently and often in connection with one another.
E) Security is an instrumental value.

Question 17

Which of the following is an example of a psychosocial consequence?

A) A window cleaner that removes marks and stains from glass surfaces
B) A toaster that browns bread evenly
C) A beverage that quenches your thirst
D) An ink pen that writes smoothly
E) The sense of confidence a person experiences when wearing a particular outfit

Question 18

Which of the following levels of knowledge incorporates the highest degree of abstraction?

A) Models
B) Product class
C) Brand
D) Product form
E) Features

Question 19

Which of the following statements about involvement is NOT true?

A) Intrinsic self-relevance is a function of both consumer and product characteristics.
B) Most consumers experience low to moderate levels of involvement in the purchase of ordinary consumer products.
C) Intrinsic self-relevance is based on the user's past experience with a product.
D) Situational self-relevance usually activates permanent means-end linkages between a product and important consequences or values.
E) Situational self-relevance is determined by aspects of the immediate physical and social environment that make products and brands seem self-relevant.

Question 20

A specific example of a brand which exhibits one or more unique feature or attribute is called a:

A) model.
B) product class.
C) product feature.
D) product form.
E) brand.

Question 21

The consumer's perceptions of importance or personal relevance for an object,event,or activity are described as involvement.

Question 22

The impact of the immediate physical/social environment on perceptions of consequences and values is described as situational self-relevance.

Question 23

Routine brand buyers have low intrinsic self-relevance for both the brand and the product category.

Question 24

In principle,marketers can analyze consumers' involvement with virtually anything.

Question 25

Firms which donate a portion of their product's revenues to support laudable charitable/social causes are attempting to affect situational self-relevance.

Question 26

Theoretically,consumers are more likely to purchase those products whose perceived risks of purchase/use are outweighed by the benefits of purchase/use.

Question 27

Laddering reveals how the consumer associates product attributes with more abstract consequences and values.

Question 28

Involvement is affected by product knowledge.

Question 29

Intrinsic sources of involvement are high for many everyday consumer products.

Question 30

Experiencing a sense of comfort is the functional consequence of eating a bar of chocolate.

Question 31

Every means-end chain leads to a value.

Question 32

Product form is used to describe various brands of a single seller that are similar in some way.

Question 33

By using ZMET,researchers are able to dig quite deeply into consumers' conscious and unconscious thoughts and feelings.

Question 34

The softness of a woolen sweater is an example of an abstract attribute.

Question 35

The means-end chain emphasizes on the individuality of the consumer.

Question 36

Smooth,straight hair is the functional consequence of using a flat iron.

Question 37

In the short run,consumers' intrinsic self-relevance for a product or brand is easy to modify.

Question 38

Means-end chains show how consumers relate product attributes to important goals and values.

Question 39

Levels of knowledge are formed through the accretion and tuning process.

Question 40

The key elements of a self-schema revolve around attributes.

Question 41

Briefly describe the two types of consequences which the marketers should recognize in consumers who often think about products and brands in terms of their consequences than their attributes.

Question 42

Measuring means-end chains is best accomplished with _____.

Question 43

Briefly discuss the concept and types of perceived risk.Why is this concept vital to successful marketing? Why is it so difficult to deal with?

Question 44

Briefly explain the market segments with different levels of intrinsic self-relevance for a product category and brand.

Question 45

What are factors influencing involvement?

Question 46

_____ represent tangible,physical characteristics of a product.

Question 47

What are "core values"? Why are these types of values especially vital to the marketer?

Question 48

Marketers can create _____ by linking a product to a social cause.

Question 49

Briefly explain what is meant by a means-end chain.

Question 50

_____ have low intrinsic self-relevance for both the brand and the product category.

Question 51

How can marketers influence intrinsic and situational self-relevance?

Question 52

According to the _____,consumers think about product attributes subjectively in terms of personal consequences.

Question 53

_____ is based on consumers' means-end knowledge stored in memory.

Question 54

The _____ is the broadest and most inclusive level of product knowledge.

Question 55

Briefly describe the concept of levels of product knowledge.How does the consumer create/use this knowledge?

Question 56

_____ is a motivational state that energizes and directs consumers' cognitive and affective processes and behaviors as they make decisions.

Question 57

"My friends might think that this hair style looks weird on me".This situation is an example of a_____ risk which a customer might worry about.

Question 58

Briefly list the steps involved in the ZMET (Zaltman Metaphor Elicitation Technique)interview.

Question 59

How do marketers perceive consumers think about products?

Question 60

In the final step in a ZMET interview,consumers create a _____ of the most meaningful pictures (metaphors)they brought to the interview.