Deck 5: Marketing and Consumer Behavior

Question 1

The most common energizers of consumer behavior are the negatively originated motives.

Answer 1

True

Question 2

There are a total of five personal processes that govern the way we discern raw data and translate them into feelings,thoughts,beliefs,and actions.

Answer 2

False

Question 3

In the central route to persuasion,consumers have a higher level of involvement with the product or the message,so they are motivated to pay attention to the central,product-related information.

Answer 3

True

Question 4

An example of transformational motives that energize consumer behavior would be finding the milk carton empty and wanting cereal for breakfast.

Question 5

The three nonpersonal influences that have direct impact on a consumer's final purchase decision are time,place,and target market.

Question 6

The fact a seven-year-old still believes in Santa Claus is due to selective perception.

Question 7

The underlying forces that contribute to our purchasing actions stem from the conscious goal of satisfying our needs and wants.

Question 8

Because Jamarcus has an extraordinary sense of smell and taste,it can be said that his physiological screens are perhaps superior to other people.

Question 9

Brand loyalty is a conscious decision expressed through intention or behavior.

Question 10

The cognitive theory of learning is also called the stimulus-response theory.

Question 11

One may say that people have a need for a soda because they want something to drink.

Question 12

The cognitive theory views learning as a trial-and-error process.

Question 13

The three general categories of customers are current customers,prospective customers,and centers of influence.

Question 14

The interpersonal influences that effect consumer behavior can best be categorized as the family,the society,and the economic environment of the consumer.

Question 15

Habit is the natural extension of learning.

Question 16

One of the roles of advertising is to communicate product utility.

Question 17

Marketing is actually concerned with two levels of consumer perception: the consumer's perception of the product and the media's perception of the customer's needs,wants,and objectives.

Question 18

The purchase and usage motives such as problem removal,problem avoidance,and normal depletion are the examples of negatively originated motives.

Question 19

The smell of fresh-baked bread is an example of a stimulus.

Question 20

Exchange is the traditional,theoretical core of marketing.

Question 21

In a study in the Netherlands,Belgium,and Germany,respondents were asked several questions that asked them to rate imported meat against locally-produced meat.In all cases,locally-produced meat was rated much higher even though the meat from all three nations is virtually indistinguishable._____ screens based on learned factors led to this perceived differences.

A) Physiological
B) Rational
C) Functional
D) Psychological
E) Self-actualizing

Question 22

Which of the following is NOT one of the basic steps consumers go through in making a purchase decision?

A) Problem recognition
B) Information search
C) Data mining
D) Alternative evaluation
E) Purchase

Question 23

A(n)_____ is the physical information we receive through our senses.

A) influence
B) learning
C) stimulus
D) concept
E) source

Question 24

When Tony looks at fishing lures,he sees tools that help him catch delicious fish.When Hugh looks at the same lures,he sees devices that could cause him bodily harm.Their differing opinions most likely result from differences in:

A) perceptions.
B) motivations.
C) attitudes.
D) cognitive learning.
E) social class.

Question 25

_____ govern the way we discern raw data (stimuli)and translate them into feelings,thoughts,beliefs,and actions.

A) Personal processes
B) Interpersonal influences
C) Nonpersonal influences
D) Evaluative criteria
E) Evoked sets

Question 26

_____ is the product's ability to satisfy both functional needs and symbolic wants.

A) Market position
B) Product satisfaction
C) Benefit satisfaction
D) Utility
E) Market satisfaction

Question 27

Social class divisions are just as important to advertisers as they have ever been.

Question 28

Three personal processes govern the way we discern raw data and translate them into feelings,thoughts,beliefs,and actions.They are the perception process,the learning and persuasion process,and the:

A) process of internalization.
B) process of behavior modification.
C) AIDA process.
D) cognition process.
E) motivation process.

Question 29

Cognitive dissonance is just as likely to occur for a low-involvement purchase as for a high-involvement purchase.

Question 30

A home fashion magazine is designed to appeal to people who like to be on the cutting edge of what is most fashionable for their homes.It advertises furniture,fabric,and artwork ads.On its Web site,readers can see the advertisers' entire product lines.In terms of markets,this magazine targets the _____ market.

A) reseller
B) centers of influence
C) consumer
D) business
E) transnational

Question 31

Which of the following is an example of an interpersonal influence that would affect the purchase of an IRA?

A) The individual's current income level.
B) The kinds of IRA funds family members participate in.
C) What the individual knows about the future value of money.
D) The time of year the IRA is being purchased.
E) The current political environment.

Question 32

_____ is the mental and emotional processes and the physical activities of people who purchase and use goods to satisfy particular needs and wants.

A) Consumer behavior
B) Stimulus-response
C) Cognitive learning
D) Psychological response
E) Customer fulfillment

Question 33

If,when in need of a babysitter,the mother will only consider the teenager next door and a former daycare employee.This evaluation of alternatives is called evoked set.

Question 34

Choosing a spokesperson to reach a target market is easy when advertisers use internal opinion leaders.

Question 35

In which of the following situations does an exchange NOT occur?

A) Carlos pays Mrs. Smith $10 an hour to tutor him in English.
B) Morris mows Mr. Carpenter's yard in return for Mr. Carpenter's repair of his wife's sewing machine.
C) Tiffany buys a candy bar from a vending machine.
D) Hudson High School buys new football cleats for its team.
E) Before making a purchase, Eva evaluates the features and benefits of alternative brands.

Question 36

Family,friends,and coworkers whom we try to emulate or whose approval concerns us are part of reference groups.

Question 37

_____ is the personalized way we sense,interpret,and comprehend various stimuli.

A) Habit
B) Learning
C) Perception
D) Motivation
E) Attitude

Question 38

Luka was planning to watch a movie last weekend.After trying to read the small print which mentioned the movie timings,he gave up and decided to go to the zoo instead.In this case,_____ screens influenced his perception.

A) physiological
B) rational
C) functional
D) psychological
E) self-actualizing

Question 39

Marketing exchange depends on three types of participants.They are:

A) employees, customers, and all other stakeholders.
B) customers, markets, and marketers.
C) industrial, consumer, and reseller markets.
D) customers, marketers, and environmental participants.
E) current customers, prospective customers, and centers of influence.

Question 40

Which of the following is an example of a nonpersonal influence that would affect the purchase of a burial plan?

A) An individual's perception of himself/herself as invincible.
B) A dream about a heart attack.
C) An ad showing retired people enjoying themselves.
D) Approaching a funeral home to buy the plan.
E) The speaker at an investment seminar.

Question 41

______ is a relatively permanent change in thought process or behavior that occurs as a result of reinforced experience.

A) Stimulation
B) Perception
C) Mental corroboration
D) Learning
E) Substantiated cognition

Question 42

_____ refers to the underlying drives that contribute to an individual's purchasing actions.

A) Conditioned learning
B) Perception
C) Inducement
D) Motivation
E) Corroboration

Question 43

Which of the following statements about the cognitive learning theory is true?

A) Cognitive theory is also known as the stimulus-response theory.
B) According to the cognitive theory, learning is a trial-and-error process.
C) The cognitive theory is used to explain how we learn from the experiences of others.
D) Cognitive theory does not involve the rational application of knowledge.
E) Cognitive theory is more applicable to the simple and basic purchases consumers make every day.

Question 44

Harrison has walked past a car dealership every weekday for the last eight months.Each time he passes,he examines the red convertible in the showroom.He is now wondering whether he should buy the convertible and sell his SUV.Which of the following terms best describes what Harrison is doing or showing by his actions?

A) Consumer loyalty
B) Brand disparity
C) Brand interest
D) Brand loyalty
E) Evaluative criteria

Question 45

The mind is like a memory bank.The stored memories in our minds are called:

A) cognitive files.
B) perceptual files.
C) the personal database.
D) a data mine.
E) a cognitive dissonance.

Question 46

Think about the Elaboration Likelihood Model.Which of the following purchases would be most likely to involve the central route to persuasion?

A) An engagement ring
B) A loaf of bread
C) Nail filers
D) An umbrella
E) File folders

Question 47

A magazine cover showed a family celebrating during Christmas holidays.One child in the picture was drinking a glass of wine.Miriam viewed this as the fostering of moral corruption in children._____ prevented her from seeing the joy of the family in the picture.

A) Physiological filter
B) Stimulus blockade
C) Selective perception
D) Perceptual blockade
E) Cognitive dissonance

Question 48

The acquired mental position we hold in regard to some idea or object is called:

A) cognition.
B) concept.
C) an attitude.
D) motivation.
E) stimulation.

Question 49

In terms of learning theories,most advertisers rely on the two broad categories of:

A) cognitive theory and conditioning theory.
B) the central theory and peripheral theory.
C) interpersonal theory and nonpersonal theory.
D) affective theory and cognitive theory.
E) psychological theory and physiological theory.

Question 50

Think about the Elaboration Likelihood Model.Which of the following purchases would be most likely to involve the peripheral route to persuasion?

A) A wedding dress
B) A Caribbean cruise
C) A can of soda
D) A car seat for a new baby
E) Membership in an exclusive country club

Question 51

The majority of consumers are not concerned about food contamination with pathogenic bacteria because they consider that food safety and food hygiene are effectively taken care of by the government.This element of perception is called:

A) attitude.
B) learning.
C) motivation.
D) cognition.
E) screening.

Question 52

_____ occurs when the change in belief,attitude,or behavioral intention is caused by promotion communication.

A) Learning
B) Corroboration
C) Self-concept
D) Substantiation
E) Persuasion

Question 53

If you receive an invitation to your 25^th high school reunion,you will be much more likely to notice ads for various weight-loss programs,diet foods,and skin rejuvenators than if you are invited to an annual family picnic.This is an example of how _____ affects perception.

A) the elaboration likelihood model
B) an evoked set
C) the self-concept
D) persuasion
E) motivation

Question 54

Advertisers have three habit-related goals.Which of the following promotions is intended to help the advertiser meet the goal of habit acquisition?

A) For every ten cups of coffee you purchase at a local convenience store, you get one free.
B) A sales clerk gives out free samples of chili at the supermarket.
C) Reynar, a long-time toothpaste user, receives a coupon for a free trial-size of another brand of toothpaste in the mail.
D) To entice you to join a book club, the organization offers six free books to new members.
E) The new supermarket is holding a grand opening with numerous buy-one-get-one-free items to attract shoppers from other supermarkets.

Question 55

Allyson has been baking for years.Her belief that one brand of flour is superior to other brands for baking biscuits can most readily be explained by the:

A) descriptive theory.
B) peripheral route to persuasion theory.
C) central route to persuasion theory.
D) conditioning theory.
E) cognitive theory.

Question 56

_____ is the acquired behavior pattern that becomes nearly or completely involuntary.

A) Attitude
B) Incentive
C) Impetus
D) Habit
E) Stimulus-response

Question 57

Paula always drinks soda with her meals.If the restaurant where she is eating does not carry the soda products she likes,she refuses to eat there and goes to another restaurant that does sell what she wants.Paula has a strong degree of:

A) selective retention.
B) brand loyalty.
C) brand tolerance.
D) selective exposure.
E) cognitive dissonance.

Question 58

_____ is an individual's openness or curiosity about a brand.

A) Brand loyalty
B) Brand disparity
C) Brand interest
D) Brand dissonance
E) Evaluative criteria

Question 59

The immediate images that the name Oz creates for a fan of Ozzy Osbourne's music and a fan of The Wizard of Oz are very different.The screen-building process has created different _____ for the two individuals.

A) selective perception
B) stimulus/response stereotypes
C) cognitive dissonance
D) conditioning
E) mental files

Question 60

Which of the following is an example of a psychological screen that would influence perception?

A) Self-concept
B) Touch and smell
C) Price tags
D) Reference groups
E) Hearing

Question 61

A basketball player as a spokesperson for underwear would be an example of a(n)_____ for the underwear manufacturer's target market consisting of young males.

A) opinion leader
B) referential leader
C) innovator
D) laggard
E) encoder source

Question 62

Negatively originated motives are also called _____ motives.

A) gratification
B) informational
C) transformational
D) transactional
E) intellectual stimulation

Question 63

_____ are needs that we learn during our lifetime.

A) Values
B) Wants
C) Ethics
D) Desires
E) Ideals

Question 64

An advertisement for a school in Lenoir,North Carolina,invites students "who want to be more,who can be more,and who dare to be more" to call or write for information about the school.According to Maslow's hierarchy of needs,this advertisement is a promotional appeal to the _____ need.

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

Question 65

Consumers' evoked sets are:

A) those members of the buyer's family who must be considered when a product is selected for purchase.
B) the combination of products that consumers finally select for their use.
C) the alternatives that consumers evaluate before making purchase decisions.
D) the environments that affect the decision-making process.
E) the relevant reference group(s)for a particular purchase.

Question 66

Janie is a new student at a private academy.She values the opinions of her new classmates and tries to dress just like them.She watches the same television shows they watch and tries to copy their hair style and the way they stand.For Janie,her new classmates are a(n):

A) approval center.
B) focus group.
C) standard bearer.
D) cultural norm.
E) reference group.

Question 67

When it came time to buy a new backpack,Maria selected from four different brands.These are the only backpacks she considered.They make up her:

A) evoked set.
B) differentiated product mix.
C) segmented mix.
D) cognitive set.
E) product line.

Question 68

_____ are groups of people whom we try to emulate or whose approval concerns us.

A) Approval centers
B) Emulation groups
C) Norm standard bearers
D) Cultural norms
E) Reference groups

Question 69

_____ refers to the whole set of meanings,beliefs,attitudes,and ways of doing things that are shared by some homogeneous social group and typically handed down from generation to generation.

A) Culture
B) Psychographics
C) Habits
D) Attitudes
E) Selective perception

Question 70

Zoroastrianism was the dominant world religion during the Persian empires.It is still practiced world-wide,especially in Iran and India.Within these two countries,the religion's members share a set of beliefs that set them apart from others who reside in the country.Believers in this religion would be classified as a:

A) classless society.
B) subculture.
C) national reference group.
D) transformational group.
E) central group.

Question 71

Each year Kate looks forward to her two-week vacation.She treats herself to some exotic location and stays in luxurious surroundings.Just before her last vacation,her car broke down,and she had to spend her vacation money on repairs.The desire for a luxurious vacation is triggered by a(n)_____ motive,while the necessity of paying to have the car repaired is an example of a(n)_____ motive.

A) positively originated; negatively originated
B) transformational; transactional
C) informational; transformational
D) centrally routed; peripherally routed
E) perceptual; conceptual

Question 72

Some people who enjoy consuming a thick steak often do so because it tastes good,their family members all eat beef,and it is a good reward at the end of a hard day.These reasons for enjoying meat are all examples of _____ motives.

A) transformational
B) informational
C) negatively originated
D) transactional
E) need-based

Question 73

Southern Baptists,desert nomads,and Guatemalans are all examples of different:

A) classless societies.
B) subcultures.
C) national reference groups.
D) transformational groups.
E) central groups.

Question 74

The number of Hispanics in the United States is growing rapidly.In Mexico,a prescription is not needed to get medication,so the idea of bringing their prescription to the pharmacist in order to get the needed medicine is foreign to Mexican immigrants.Developing a method of explaining prescriptions to recent immigrants is a response to _____ differences.

A) social class
B) economic
C) cultural
D) ethical
E) psychographic

Question 75

In the special bride edition of a magazine,its editors describe the latest trends in weddings and give advice on how to create the perfect wedding.In this situation,the editors of the magazine could be considered:

A) opinion leaders.
B) sole users.
C) a reference point.
D) selective communicators.
E) negative motivators.

Question 76

Advertisers have three habit-related goals.Which of the following promotions is intended to help the advertiser meet the goal of habit reinforcement?

A) For every ten cups of coffee you purchase at a local convenience store, you get one free.
B) A sales clerk gives out free samples of chili at the supermarket.
C) Al sees a comparative ad showing the superiority of one beer over another beer.
D) A vacuum cleaner salesperson offers to clean the living room carpet of the Knighten household.
E) The advertiser may offer incentives to lure customers away from old brands.

Question 77

According to Maslow's hierarchy of needs,a disposable wipes ad that shows sponges as germ-carriers is appealing to which need?

A) Physiological
B) Psychological
C) Self-actualization
D) Safety
E) Esteem

Question 78

Some people strongly believe that killing animals is cruel and that meat contains chemicals which they do not want to consume.Both of these reasons are examples of _____ motives.

A) transformational
B) stimulus
C) negatively originated
D) transactional
E) need-based

Question 79

Every Monday,Mary stops at a local florist to purchase fresh-cut flowers for her desk; Mary chooses either lilies or tulips.She considers only these two options when selecting her flowers.For Mary,the two kinds of flowers are a(n):

A) evaluated set.
B) evoked set.
C) brand interest.
D) informational motives.
E) alternative list.

Question 80

_____ are the basic,often instinctive,human forces that motivate us to do something.

A) Needs
B) Wants
C) Ideals
D) Desires
E) Inducements