Deck 4: Perspectives on Consumer Behavior

Question 1

Marketers often introduce new brands into markets that are mature and saturated because of consumer's tendency toward:

A)internal search
B)novelty seeking behavior
C)external search
D)brand loyalty
E)habitual choice behavior

Answer 1

B

Question 2

Energizer batteries come with a tester on each battery that lets a user see if the battery needs to be replaced.This strategy is focused to reach consumers at which stage of the consumer decision making process?

A)problem recognition
B)internal search
C)external search
D)alternative evaluation
E)purchase

Answer 2

A

Question 3

In the opening vignette "It's Not Just about Products and Price: Think Sustainability" all of the following EXCEPT ___________ are important to conscious consumers.

A)promoting health and safety benefits
B)manufacturing efficiency
C)promoting Al Gore's book Earth in the Balance
D)supporting fair labor and trade practices
E)being committed to environmentally friendly practices See opening vignette.

Answer 3

C

Question 4

The market for snack foods seems saturated,but still manufacturers continue to develop new offerings.Which of the following best explains why the makers of Honey Maid graham crackers found it necessary to develop and market Honey Maid graham sticks?

A)consumer's novelty-seeking behavior
B)to satisfy a physiological need
C)to broaden the marketer consideration set
D)consumer cocooning
E)to balance any product deletion

Question 5

Consumer problem recognition occurs when:

A)the consumer has depleted his or her inventory of a product
B)the consumer is dissatisfied with his or her previous purchase
C)the consumer has a situation creating new needs
D)the purchase of one product necessitates a new purchase of a related product
E)any of the above occur

Question 6

Which of the following statements describe a situation in which marketer-induced problem recognition was apparently used?

A)Each year designers hold fashion shows to show the public what is in style and out of style.
B)As Petra was leaving the hospital with her firstborn child,she received a manufacturer's coupon for a free package of Huggies disposable diapers.
C)When April brought a book on landscaping at HYPERLINK "http://www.amazon.com/" ,the site offered her four other books on gardening that the company thought would also be useful to her.
D)Purina-Ralston markets a cinnamon-flavored Chex cereal to appeal to people who like the existing brands of Chex cereal. All of the above are examples of marketer-induced problem recognition.

Question 7

Consumer behavior is defined as:

A)conspicuous consumption
B)the process people engage in when searching for,selecting,and using products and services they need
C)the act of physically purchasing a product
D)the act of making a final decision as to which product to purchase
E)the process product producers use to design new products

Question 8

_____ are factors that compel or drive a consumer to take a particular action.

A)Motives
B)Impulses
C)Wants
D)Evaluative criterion
E)Attributes

Question 9

Which of the following statements about marketers and teens is true?

A)Teens are not easy to reach.
B)Teens are not a large enough segment for retailers to target.
C)Teens do not want clothes and accessories that make them look older than their years.
D)Marketers realize that teens cannot be reached through concerts and other sponsorships.
E)None of the above statements about marketers and teens is true. See IMC Perspective 4-1.

Question 10

states,"RMA sets standards that enable young men to achieve extraordinary excellence for a lifetime of accomplishments." In other words,students attending RMA will satisfy their ______ needs as defined by Maslow's hierarchy.

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

Question 11

_____ is the process and activities people engage in when searching for,selecting,purchasing,using,evaluating,and disposing of products and services so as to satisfy their needs and desires.

A)Marketing
B)Exchange
C)Consumer behavior
D)Conspicuous consumption
E)Learning

Question 12

Lower level needs such as hunger and thirst are important to marketers because these needs:

A)are the hardest to satisfy
B)are an ongoing source of motivation for most consumer purchase behavior
C)provide marketing opportunities for international marketers who do not want to make major financial investments in product adaptation
D)offer marketers a basis for differentiating their products
E)are the source for most market development strategies

Question 13

The headline for the National Flood Insurance program ad reads,"There's a chance of flooding in your area.Are you willing to bet the house on it?" The ad shows a picture of a flooded home and shows how flood insurance helps to satisfy the ______ need as defined by Maslow's hierarchy.

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

Question 14

An ad for Duncan Hines cake mixes advises consumers to "Tell Them What Is in Your Heart Without Saying a Word" by preparing Duncan Hines brownies for your family and close friends.Duncan Hines is claiming to help satisfy consumers' _____ need as defined by Maslow's hierarchy.

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

Question 15

_____ is an approach to the structure and development of personality that focuses on the underlying motivations for human behavior.

A)Maslow's hierarchy of needs
B)Psychoanalytic theory
C)Integration heuristics
D)Multiattribute attitude theory
E)Operant conditioning

Question 16

Ilon loves his car and does everything necessary to keep the vehicle in top running condition.When he heard a strange popping noise under the hood,he knew the car needed the services of a mechanic.The noise triggered the _____ stage of the consumer decision-making process.

A)internal search
B)external search
C)problem recognition
D)alternative evaluation
E)post-purchase evaluation

Question 17

_____ occurs during the first stage in the consumer decision making process.

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

Question 18

According to Abraham Maslow's hierarchy of needs theory,the highest level of needs are ______ needs.

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

Question 19

Yonique was a beverage made from yogurt.It was similar in consistency to a milkshake,but made with yogurt instead of milk.Even though its manufacturer tried to use marketer-induced problem recognition,the product failed in large measure because:

A)consumers did not see a need for the product
B)the product was not homogeneous
C)marketers cannot induce problem recognition
D)consumers do not engage in novelty-seeking behavior
E)problem recognition does not occur with new products

Question 20

The print ad for Thomasville furniture's Louis Phillipe design shows a rumbled bed with pillows flung on the floor and two empty glasses of wine on a nearby table.The door to the balcony is open and looks as if the lovers have just stepped out to look at the moon.The use of sexual innuendoes in this ad to attract attention would be an application of:

A)the cognitive learning theory
B)the psychoanalytic theory
C)the behavioral learning theory
D)affective modeling
E)shaping

Question 21

Clothing manufacturers like Calvin Klein and DKNY often employ sexy models in an attempt to attract attention to their ads.The theoretical explanation that would most support the idea that stimulating the consumer's sex drive would lead to product purchase is:

A)the cognitive learning theory
B)the psychoanalytic theory
C)the behavioral learning theory
D)affective modeling
E)shaping

Question 22

One way advertisers attempt to influence consumers' perceptual processes is through the use of:

A)songs popular with the target audience
B)a mass audience appeal
C)generalized advertising messages
D)ads that appeal to only one sense
E)noise elimination

Question 23

_____ 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.

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

Question 24

External sources of information used in the consumer decision-making process include:

A)personal experiences
B)public sources
C)commercial sources
D)personal sources
E)all of the above

Question 25

Through the use of mnemonics,advertisers hope consumers will engage in _____ when they see the advertisements.

A)selective attention
B)selective exposure
C)selective comprehension
D)selective retention
E)subliminal perception

Question 26

In-depth interviews,projective techniques and association tests are methodologies used primarily by:

A)motivation researchers
B)attitude researchers
C)learning theorists
D)demographic researchers
E)social influence researchers

Question 27

On a trip to Spokane,Joy experienced car trouble.She knew she needed to find a good mechanic,so she asked the advice of the people running the motel where she was staying.She also called the local Better Business Bureau to help and looked in the local Yellow Pages.Finally,she called a friend who used to live in Spokane for his recommendation.Joy was obviously engaged in which stage of the consumer decision making process?

A)problem recognition
B)information search
C)postpurchase evaluation
D)subliminal problem avoidance
E)purchase decision

Question 28

Martha took part in a marketing research experiment in which she was given two pictures of two distinctly different kitchens and asked to write a description of the person who owned each one.What kind of motivation research was Martha participating in?

A)projective techniques
B)an association test
C)a focus interview
D)a mall intercept
E)subliminal test

Question 29

_____ is the immediate,direct response of the senses to stimuli like the smell of coffee,the feel of an ocean breeze,and the taste of chocolate.

A)Evocation
B)Sensation
C)Perception
D)Attitudinal adjustment
E)Perception retrieval

Question 30

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

A)selective attention
B)selective exposure
C)selective comprehension
D)selective retention
E)subliminal perception

Question 31

The perceptual process has often been referred to as the consumer's _____ process.

A)shaping
B)information retrieval
C)filtering
D)situation-defining
E)modeling

Question 32

Micah and Jeremy both watched the Sugar Bowl on television.Micah was especially interested in the ads for Ford and GMC trucks because he is planning on buying a new truck soon.Jeremy did not notice the truck,but because he is a theater major,he did notice the ads for a new movie based on an Alfred Hitchcock classic._____ accounts for why the two watched the same television show and saw different commercials.

A)Selective attention
B)Selective exposure
C)Subliminal perception
D)Selective retention
E)Selective comprehension

Question 33

As you are watching television,have you ever seen the same commercial repeated numerous times over a period of days? The best explanation for the repetitive ads is the advertisers' desire to create:

A)selective attention
B)selective exposure
C)selective comprehension
D)selective retention
E)subliminal perception

Question 34

Perception is an important consideration when creating attention-getting ads.Obsession and other brands of perfume use scented strips in their ads to influence _____ and to increase the probability that the ad will be perceived.

A)the consumer's level of sensory input
B)consumer personality
C)the internal information search
D)perception retrieval
E)subliminal perception

Question 35

_____ occurs when Mae elects to read only the book section of the New York Times Sunday newspaper and not look at the other sections of the paper.

A)Selective retrieval
B)Selective exposure
C)Selective comprehension
D)Selective retention
E)Subliminal perception

Question 36

If one subscribes to the theory that "sex sells," which of the following theories would best support this position?

A)cognitive theory
B)operant conditioning
C)classical conditioning
D)psychoanalytical theory
E)postmodernist theory of consumer behavior

Question 37

_____ is the process by which an individual receives,selects,organizes,and interprets information to create a meaningful picture of the world.

A)Information search
B)Problem solving
C)Perception
D)Motivation
E)Integration

Question 38

_____ is a filtering or screening of exposure,attention,comprehension,and retention of stimuli.

A)Subliminal perception
B)Information discrimination
C)Sensation
D)Selective perception
E)Information retrieval

Question 39

Sam Crenshaw looked at realty ads in local newspaper and in the listings magazine he found at a local restaurant,asked his friends,and called the local Chamber of Commerce before purchasing a home site in Lincoln.These activities are examples of:

A)internal information search
B)external information search
C)post purchase evaluation
D)problem clarification
E)evoked set manipulation

Question 40

Critics of psychoanalytic theory believe any results from motivation research are unusable because:

A)results are unpredictable
B)the theory is too responsive to external environmental stimuli
C)the research requires the use of very large samples
D)the theory is too vague
E)the research is too structured

Question 41

In terms of the alternative evaluation stage of the consumer decision-making process,how a golf cart handles,how the brakes on a bicycle work,and how well a stain remover eliminates grass stains are all examples of:

A)functional consequences
B)psychosocial consequences
C)bundles of attributes
D)service assessments
E)physiological stimuli

Question 42

Every afternoon about 3 o'clock,Todd buys a cold drink.He either buys a Coca-Cola,or a Minute Maid lemonade.He will not consider any other brand or type of soft drink because the two drinks make up his:

A)decision criteria
B)brand attribution list
C)working model
D)evoked set
E)subliminal choices

Question 43

Leeanne is going to buy canned vegetables for her family's meals.Her evoked set would best be described as:

A)all brands of canned vegetables
B)all brands of canned vegetables that are not store brands
C)Del Monte and Stokely's canned vegetables because they are the only two brands she ever buys
D)any vegetable-fresh,frozen,or canned
E)whatever is stocked on her supermarket's shelves

Question 44

Pet scans and MRI imaging measure chemical activity and/or changes in the magnetic fields of peoples' brains.Marketers are now using these scientific technologies to:

A)to see if American consumers respond to the use subliminal advertising.
B)learn how consumers make up their minds
C)support medical integrated marketing communications
D)offset negative images of marketing brainwashing consumers
E)all of the above See IMC Perspective 4-2.

Question 45

During which stage of the consumer decision-making process are evoked sets and evaluative criteria relevant?

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

Question 46

_____ refer to specific events or outcomes consumers experience when a product or service is purchased and/or consumed.

A)Evaluative criteria
B)Attribute assignments
C)Dissonance motives
D)Consequences
E)Reinforcement criteria

Question 47

The various brands identified as purchase options to be considered during the alternative evaluation process are known as:

A)decision criteria
B)a brand attribution list
C)the working model
D)the evoked set
E)subliminal choices

Question 48

Symbols,rhymes,association and images that assist in the learning and memory processes are known as:

A)drives
B)cues
C)mnemonics
D)trigger points
E)persuaders

Question 49

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

A)the need to order champagne to celebrate a birthday
B)the desire to eat a pound of chocolate
C)the feeling of success that comes with the purchase of a Mercedes
D)the taste of buttered popcorn in a movie theater
E)the joy of finding the perfect gift for a friend

Question 50

_____ are the concrete outcomes of product or service usage that are tangible and directly experienced by consumers.

A)Functional consequences
B)Psychosocial consequences
C)Bundles of attributes
D)Service assessments
E)Physiological stimuli

Question 51

The gecko lizard in the Geico Direct insurance ads,the golden arches of McDonald's,and the Mr.Peanut character used by Planters' Peanuts are all examples of:

A)drives
B)cues
C)mnemonics
D)trigger points
E)persuaders

Question 52

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

A)Evaluative criteria
B)Attribute assignments
C)Dissonance motives
D)Consequences
E)Reinforcement criteria

Question 53

During which stage of the consumer decision making process are both functional and psychosocial consequences important?

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

Question 54

Which of the following techniques can marketers use to ensure their brand is included in the consumer's evoked set?

A)Create top-of-mind awareness.
B)Use comparative advertising to encourage consumers to consider their brand along with market leaders.
C)Use point-of-purchase displays to draw attention to a brand in the store.
D)Use in-store sampling to encourage consumers to try a brand.
E)Do all of the above.

Question 55

In terms of the alternative evaluation stage of the consumer decision-making process,how you feel when you wear new shoes,how you think others like your new hair style,and how a new weight-loss plan makes you feel about yourself are all examples of:

A)functional consequences
B)psychosocial consequences
C)bundles of attributes
D)service assessments
E)physiological stimuli

Question 56

Which of the following could be an example of an evaluative criterion a parent might use to select a pediatrician for her children?

A)the location of the doctor's office
B)where the doctor attended medical school
C)how the doctor handles emergency situations
D)how compassionate the doctor seems
E)all of the above

Question 57

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

A)the taste of a soft drink
B)the feeling of prestige associated with wearing a Rolex watch
C)the acceleration of an automobile
D)the processing speed of a personal computer
E)the firmness of a mattress

Question 58

The basis for subliminal advertising can be found in:

A)cognitive theory
B)psychoanalytic theory
C)behavioral learning theory
D)affective theory
E)multiattribute motivational model See also Ethical Perspective 4-1.

Question 59

Ads reminding people to use the FEDEX by dialing 1-800-GOFEDEX are based on:

A)a subliminal technique
B)classical conditioning
C)reinforcement theory
D)a mnemonic
E)shaping

Question 60

According to those who believe in subliminal advertising,effective symbols,such as skulls and cross bones,phallic symbols and words such as "sex",are embedded in the ads.The use of these symbols to stimulate consumers' motives would receive support from _____ theory.

A)cognitive
B)reinforcement
C)behavioral learning
D)psychoanalytical
E)operant learning See also Ethical Perspective 4-1.

Question 61

_____ are the abstract outcomes of product or service usage that are intangible,subjective and personal.

A)Functional consequences
B)Psychosocial consequences
C)Bundles of attributes
D)Service assessments
E)Psychological stimuli

Question 62

David Pruitt owns several rental apartments.Having tried some other appliance brands in his apartments and been dissatisfied with their short life span,Pruitt will now only purchase Maytag brand appliances to go into his apartments.Pruitt's repeat purchases of Maytag appliances indicate:

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

Question 63

Spalding ran an advertisement promoting its Top Flight golf balls as the brand that is the most durable and goes the farthest.This ad campaign attempted to influence consumers' attitudes by:

A)increasing or changing the strength or belief rating of the brand on an important attribute
B)changing consumers' perceptions of the importance or value of an attribute
C)adding a new attribute to the attitude formation process
D)ignoring the competition
E)avoiding any direct effect on consumers' attitudes

Question 64

A product manager for a new brand of laundry detergent must:

A)increase problem recognition for detergent purchases
B)interrupt consumers' routine choice behavior and get them to consider a new brand
C)maintain a lower price than competitors
D)provide detailed information to consumers
E)create pioneering advertising.

Question 65

Most of the purchase decisions made by consumers for low-priced frequently purchased products are characterized by:

A)routine response behavior
B)limited problem solving
C)extended problem solving
D)high involvement
E)cognitive learning

Question 66

In its ads,Maxwell House Coffee stresses consumers' overall emotional impression of the brand with its "Good to the last drop" slogan.Maxwell House wants consumers to purchase on the basis of this impression and not by comparing specific attributes of other brands of coffee.This is an example of a marketer using:

A)the affect referral decision rule
B)intermittent stimulation
C)cognitive input/output
D)psychosocial consequences
E)non-qualitative evaluative criteria

Question 67

_____ is a preference for a particular brand that results in its repeated purchase.

A)A purchase intention
B)Brand affectation
C)Cognitive dissonance
D)Brand loyalty
E)A heuristic

Question 68

Information such as product knowledge,meanings,and beliefs is combined to evaluate alternatives through:

A)motive stimulation
B)subliminal perception
C)integration processes
D)cognitive dissonance
E)affective reasoning

Question 69

Which of the following would be an example of a consumer heuristic?

A)Never buy cat litter that does not contain a deodorizing agent.
B)Do not buy national brands of pet food.
C)Use coupons for the purchase of all snack foods.
D)Do not buy cake mixes that contain artificial color.
E)Any of the above could be an example of a consumer heuristic.

Question 70

_____ is an outcome of the alternative evaluation process and represents a predisposition to buy a certain brand.

A)A purchase decision
B)A purchase intention
C)Affective behavior
D)Satisfaction
E)Cognitive dissonance

Question 71

For which of the following products is the consumer most likely to experience cognitive dissonance?

A)chewing gum
B)diamond engagement ring
C)office supplies
D)light bulbs
E)garden fertilizer The purchase of a ring is an important decision and the buyer must choose among close alternatives.

Question 72

For which of the following situations is a consumer's purchase behavior most likely to be characterized by extended problem solving?

A)the purchase of laundry detergent
B)the purchase of a new pair of running shoes by a consumer who runs regularly
C)the purchase of a new set of skis by an avid skier
D)the selection of a restaurant for lunch with friends
E)the first time purchase of a personal computer by someone with no prior knowledge of PCs

Question 73

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

A)Post-purchase evaluation
B)Dissatisfaction
C)Cognitive dissonance
D)Conditioned anxiety
E)Affective response

Question 74

Which of the following statements describes a major advantage inherent in the use of multiattribute models to study consumer behavior?

A)Multiattribute models offer very simple ways to assess attitudes.
B)Multiattribute models focus only on the overall feelings a consumer has towards a brand.
C)Multiattribute models help marketers better understand and diagnose the underlying structure or basis of consumers' attitudes.
D)Multiattribute models view consumer attitude formation and decision making as noncompensatory in nature.
E)All of the above describes advantages inherent in the use of multiattribute models to study consumer behavior.

Question 75

_____ views a consumer's attitude toward brand as possessing a number of attributes that provide the basis on which consumers form their attitudes.

A)A multiattribute attitude model
B)An affect referral attitude model
C)Heuristics
D)Stimulus-response theory
E)Operant conditioning

Question 76

Beliefs concerning specific attributes or consequences that are activated and form the basis of an attitude are known as:

A)affective beliefs
B)cognitive beliefs
C)heuristics
D)evaluative beliefs
E)salient beliefs

Question 77

_____ is a construct that represents an individual's overall feelings or evaluation of an object and is viewed as a learned predisposition to respond toward it.

A)A motive
B)A need
C)Perception
D)An attitude
E)A decision rule

Question 78

Why must marketers recognize the significance of the consumer's postpurchase evaluation stage?

A)Cognitive dissonance may cause customers to never again purchase the product that was the source of the psychological tension.
B)Dissatisfied customers are unlikely to repurchase the marketer's product.
C)Consumers often seek out information to confirm the wisdom of their choice.
D)Dissatisfied customers are likely to be a source of negative word-of-mouth information.
E)All of the above are reasons why marketers must recognize the significance of the consumer's post-purchase evaluation stage.

Question 79

Simplified decision rules such as "Always buy the largest size of the cheapest priced detergent" or "Only buy motor oil if the manufacturer is offering a rebate" are:

A)the result of integration processes
B)called heuristics
C)formalized group norms
D)problem-solving consequences
E)stimulus-response benefits

Question 80

Nestlé uses the slogan,"Good Food,Good Life" to stress that its products provide everything consumers need-there is no need of looking at any other brands.Nestlé uses:

A)the affect referral decision rule
B)intermittent stimulation
C)cognitive input/output
D)psychosocial consequences
E)non-qualitative evaluative criteria