Question 1

Sanaa recently made partner at her law firm, and she is rewarding herself with the purchase of a new car. She told a coworker, "The Volvo has nine airbags but the Cadillac drives so smoothly." Sanaa is currently in which stage of the purchase decision process?

Accepted Answer

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

Question 2

Nico wants to buy a new digital camera for his semester studying abroad, but he knows very little about cameras, having never owned one. As a result, he has begun asking for advice from friends and relatives. In addition, he has talked to salespeople at a Wolf camera shop and Best Buy and he has looked at some websites. Nico is engaging in

Accepted Answer

A)  problem recognition. 
B)  an internal search. 
C)  the purchase decision. 
D)  an external search. 
E)  the creation of an antecedent state.

Question 3

All of the following are marketing activities designed to stimulate conversations that promote positive or retard negative word of mouth except which?

Accepted Answer

A)  using slogans, music, and humor in advertising 
B)  giving appropriate product demonstrations 
C)  recruiting and deploying people to produce buzz 
D)  employing VALS segmentation strategies 
E)  running teaser advertising campaigns in advance of new-product introductions

Question 4

Most people already know that Tums, a popular antacid, contains calcium. Today, ads for Tums stress both the fact that it can be used as a calcium supplement and the health benefits of calcium. The new promotion involves changing consumers' attitudes toward Tums by

Accepted Answer

A)  changing beliefs about the extent to which Tums has a specific attribute. 
B)  changing the perceived importance of a specific attribute. 
C)  adding a new attribute. 
D)  reducing the perceived risk. 
E)  providing stimulus generalization to prospective buyers.

Question 5

Figure 5-2
-Figure 5-2 above shows the recent ratings from an independent rating agency for selected smartphone brands and models. Which smartphone should be chosen if you want a model that costs less than $900 and has superior camera quality?

Accepted Answer

A)  Apple iPhone XI 
B)  Samsung Galaxy S10 5G 
C)  HTC U12+ 
D)  LG V50 
E)  Moto Z4

Question 6

Marketers use three approaches to try to change consumer attitudes toward products and brands. One of these is

Accepted Answer

A)  reinforcing the consumer's sense of self-confidence in making wise purchase decisions. 
B)  actively educating consumers about the product's competitive advantages. 
C)  refocusing a consumer's attention from one attribute to another. 
D)  changing the perceived importance of attributes. 
E)  denigrating the attributes of competitors' products.

Question 7

__________ in the consumer purchase decision process occurs when consumers scan their memories for previous experiences with products or brands.

Accepted Answer

A)  Problem recognition 
B)  An internal search 
C)  An external search 
D)  A purchase task 
E)  An antecedent state

Question 8

The third stage in the consumer purchase decision process involves appraising brands in the consideration set based on the important criteria (both objective and subjective) identified during the information search step. What is this stage called?

Accepted Answer

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

Question 9

Which of the following is a concept from behavioral learning theory that marketers use?

Accepted Answer

A)  selective comprehension 
B)  selective retention 
C)  stimulus generalization 
D)  cognitive dissonance 
E)  routine problem solving

Question 10

Figure 5-1
-In Figure 5-1 above, C represents which stage of the consumer purchase decision process?

Accepted Answer

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

Question 11

Consumer socialization refers to

Accepted Answer

A)  the distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors. 
B)  the people to whom an individual looks as a basis for self-appraisal or as a source of personal standards. 
C)  the process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers. 
D)  the modes of living that are identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them. 
E)  the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped.

Question 12

In the VALS framework, consumers can have abundant or minimal psychological, physical, and material resources. One segment with minimal resources, known as ________, are the quiet rank and file focused on meeting basic needs. They are analog not digital.

Accepted Answer

A)  Thinkers 
B)  Innovators 
C)  Makers 
D)  Survivors 
E)  Strivers

Question 13

________ marketing is the practice of focusing on the identification and recruitment of individuals to advocate for products, services, and brands, often on social media, rather than focusing exclusively on prospective buyers.

Accepted Answer

A)  Celebrity 
B)  Achiever 
C)  Innovator 
D)  Buzz 
E)  Influencer

Question 14

A brand community refers to

Accepted Answer

A)  the relatively permanent, homogeneous divisions in a society that consists of people who share similar values, interests, behaviors, and brands. 
B)  a specialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand, and the product in use. 
C)  people to whom an individual looks as a basis for purchasing particular brands. 
D)  those buyers who, through the size of their purchases, affect where marketing dollars will be spent on a particular brand. 
E)  those brands with whom a person does not wish to be identified.

Question 15

Enlightened carmakers have hired women designers, engineers, and marketing executives to better understand the way women decide to buy new cars. They have learned that

Accepted Answer

A)  meeting the expectations of men during the new-car purchasing process is more difficult than meeting those of women. 
B)  men make the majority of new-car purchasing decisions. 
C)  women look for features that make accidents survivable while men favor those that prevent them. 
D)  women care more about reliability than men. 
E)  men care more about price than women.

Question 16

Elsa contends that she can taste the difference between fat-free cheeses and those with regular fat content. Elsa is exhibiting

Accepted Answer

A)  cognitive dissonance. 
B)  selective retention. 
C)  stimulus discrimination. 
D)  selective comprehension. 
E)  stimulus generalization.

Question 17

The analysis of consumer lifestyles is known as

Accepted Answer

A)  demographics. 
B)  psychographics. 
C)  social statistics. 
D)  physiological needs. 
E)  sociographics.

Question 18

Subliminal perception is

Accepted Answer

A)  the process of seeing or hearing messages without being aware of them. 
B)  a person's innate ability to read nonverbal cues such as body language and facial expressions. 
C)  the ability of a person to understand the allegorical meanings behind words, sentences, or paragraphs communicated in writing or speech. 
D)  the process of being brainwashed to the point of acting in a way that is contrary to or inconsistent with one's normal behavior. 
E)  the inability of a person to communicate due to lack of background knowledge or experience.

Question 19

All of the following are marketing strategies designed to reduce consumers' perceived risk and encourage purchases except which?

Accepted Answer

A)  securing endorsements from influential people 
B)  providing warranties and guarantees 
C)  providing free trials of the product 
D)  giving extensive usage instructions 
E)  using subliminal advertising

Question 20

One evening while watching Hulu, your stomach growls. You see an ad for Jimmy John's. You walk to the shop and buy a sandwich, which tastes great. In terms of behavioral learning, your hunger is a

Accepted Answer

A)  reinforcement. 
B)  cue. 
C)  response. 
D)  prompt. 
E)  drive.

Exam 5: Understanding Consumer Behavior