Question 1

Zappos.com constantly reminds customers of recently viewed items and informs them when stock is low in an effort to entice the customer to make a purchase.Zappos is trying to improve its

Accepted Answer

A)  conversion rate. 
B)  collection ratio. 
C)  consumer index. 
D)  customer total. 
E)  culture quotient.

Question 2

After purchasing an expensive pair of shoes,you may question whether or not the shoes are any better than the less expensive shoes you could have purchased instead.This is an example of postpurchase cognitive dissonance.

Accepted Answer

A) True 
 B)False

Question 3

Elena is in the process of buying a new car.There are many possible cars to choose from,but she is focused on a few she would actually consider buying.These make up her __________ set.

Accepted Answer

A)  universal 
B)  retrieval 
C)  immediate 
D)  evoked 
E)  focus

Question 4

The consumer's level of involvement can lead to two types of buying decisions: __________ and __________.

Accepted Answer

A)  extended problem solving; limited problem solving 
B)  culturally influenced; autonomous 
C)  economic; social 
D)  physiological / safety; esteem / self-actualization 
E)  habitual; extended

Question 5

Consumers use and process different aspects of advertising or messages.__________ yields greater attention and deeper processing,and leads to strong attitudes and purchase intentions.

Accepted Answer

A)  An external locus of control 
B)  High involvement 
C)  Low involvement 
D)  Differential content 
E)  Internet advertising

Question 6

Ryan believes he is responsible for his actions,and he will conduct extensive searches before making a purchase.Michael's favorite phrase,when confronted by the need to make a decision,is "Whatever." In marketing terms,Ryan is said to have a(n)__________ and Michael,a(n)__________.

Accepted Answer

A)  obsessive personality; laissez-faire approach 
B)  formal search function; casual search function 
C)  increased search anxiety; decreased search anxiety 
D)  internal locus of control; external locus of control 
E)  focused sense of information; unfocused sense of information

Question 7

Using automobiles as an example,explain the differences between universal,retrieval,and evoked sets,and identify the one that is most important to marketers.

Accepted Answer

The answer of Using automobiles as an example,explain the differences...

Question 8

When Maya decided to buy a new computer,she thought about all the brands she could recall seeing advertised,but she would consider only those brands she could buy at her local Best Buy electronics store.This represents Maya's __________ set.

Accepted Answer

A)  universal 
B)  retrieval 
C)  evoked 
D)  deterministic 
E)  behavioral

Question 9

Reginald greets his regular customers by name every morning when they come in for coffee.He offers them a taste of anything special he is cooking that day.He has a database with their birthdays,and offers them free meals on their birthdays.Reginald hopes that this attention to his "regulars" will encourage them to

Accepted Answer

A)  assist him in meeting his functional needs. 
B)  always include his firm in their universal set. 
C)  extend problem solving beyond ritual consumption. 
D)  internalize impulse attitudes. 
E)  spread positive word of mouth.

Question 10

Jordana is a travel agent.Whenever she sells an expensive vacation package,she encourages the customer to buy travel insurance,which provides reimbursement in case of trip cancellation due to illness or another emergency.Jordana is trying to reduce her customers' __________ risk.

Accepted Answer

A)  psychological 
B)  financial 
C)  performance 
D)  social 
E)  physiological

Question 11

Larry operates a fishing resort in the Galapagos Islands.Few guests visit his remote island more than once,but Larry has his assistant e-mail recent customers each month to see how satisfied they were with their stay at his resort.Why would Larry spend effort on past customers if few guests come more than once?

Accepted Answer

The answer of Larry operates a fishing resort in the...

Question 12

Postpurchase cognitive dissonance is especially likely for products that are

Accepted Answer

A)  cheap,poorly made,and made of plastic. 
B)  personally valuable,antique,or foreign-made. 
C)  simple,easily copied,and new. 
D)  psychologically soothing,purchased impulsively,and part of a consumer's evoked set. 
E)  expensive,infrequently purchased,and associated with high levels of risk.

Question 13

Sometimes consumers have second thoughts after buying goods that are expensive,infrequently purchased,or associated with a high level of risk.This is an especially critical time for marketers,as their customers are dealing with

Accepted Answer

A)  criteria reevaluation. 
B)  buyer's remorse. 
C)  competitive leverage. 
D)  purchase uncertainty. 
E)  consumer vulnerability.

Question 14

How does the shopping situation affect consumer behavior,both positively and negatively?

Accepted Answer

The answer of How does the shopping situation affect consumer...

Question 15

An online retailer needs to be able to measure how well its website converts purchase intentions into actual purchases.This is known as the

Accepted Answer

A)  conversion rate. 
B)  collection ratio. 
C)  consumer index. 
D)  customer total. 
E)  buyer quotient.

Question 16

Situational factors sometimes override psychological and social factors in the consumer decision process.

Accepted Answer

A) True 
 B)False

Question 17

Mary will not consider purchasing an "American" car brand based on negative comments made by her parents; therefore,she has developed a negative attitude toward American brand cars.

Accepted Answer

A) True 
 B)False

Question 18

Provide two decision-making examples: one of an occasion when a consumer might use a compensatory decision rule,and one when the consumer might use a noncompensatory decision rule.For each,briefly identify the characteristics of the decision that would make a compensatory or noncompensatory rule the best choice.Be specific.

Accepted Answer

The answer of Provide two decision-making examples: one of an...

Question 19

By producing motorcycles that do more than get riders to their destinations and back,Harley-Davidson is addressing consumers' __________ needs.

Accepted Answer

A)  functional and social 
B)  postpurchase and prepurchase 
C)  safety and situational 
D)  psychological and physiological 
E)  functional and psychological

Question 20

There are five types of risks associated with purchase decisions.Which of the following best describes a situation where your new car stalls in the middle of a busy intersection?

Accepted Answer

A)  physiological risk 
B)  social risk 
C)  financial risk 
D)  functional risk 
E)  psychological risk

Exam 6: Consumer Behavior

Zappos.com constantly reminds customers of recently viewed items and informs them when stock is low in an effort to entice the customer to make a purchase.Zappos is trying to improve its

After purchasing an expensive pair of shoes,you may question whether or not the shoes are any better than the less expensive shoes you could have purchased instead.This is an example of postpurchase cognitive dissonance.

Elena is in the process of buying a new car.There are many possible cars to choose from,but she is focused on a few she would actually consider buying.These make up her __________ set.

The consumer's level of involvement can lead to two types of buying decisions: and .

Consumers use and process different aspects of advertising or messages.__________ yields greater attention and deeper processing,and leads to strong attitudes and purchase intentions.

Ryan believes he is responsible for his actions,and he will conduct extensive searches before making a purchase.Michael's favorite phrase,when confronted by the need to make a decision,is "Whatever." In marketing terms,Ryan is said to have a(n) and Michael,a(n) .

Using automobiles as an example,explain the differences between universal,retrieval,and evoked sets,and identify the one that is most important to marketers.

When Maya decided to buy a new computer,she thought about all the brands she could recall seeing advertised,but she would consider only those brands she could buy at her local Best Buy electronics store.This represents Maya's __________ set.

Jordana is a travel agent.Whenever she sells an expensive vacation package,she encourages the customer to buy travel insurance,which provides reimbursement in case of trip cancellation due to illness or another emergency.Jordana is trying to reduce her customers' __________ risk.

Postpurchase cognitive dissonance is especially likely for products that are

Sometimes consumers have second thoughts after buying goods that are expensive,infrequently purchased,or associated with a high level of risk.This is an especially critical time for marketers,as their customers are dealing with

How does the shopping situation affect consumer behavior,both positively and negatively?

An online retailer needs to be able to measure how well its website converts purchase intentions into actual purchases.This is known as the

Situational factors sometimes override psychological and social factors in the consumer decision process.

Mary will not consider purchasing an "American" car brand based on negative comments made by her parents; therefore,she has developed a negative attitude toward American brand cars.

By producing motorcycles that do more than get riders to their destinations and back,Harley-Davidson is addressing consumers' __________ needs.

There are five types of risks associated with purchase decisions.Which of the following best describes a situation where your new car stalls in the middle of a busy intersection?

Exam 6: Consumer Behavior

Zappos.com constantly reminds customers of recently viewed items and informs them when stock is low in an effort to entice the customer to make a purchase.Zappos is trying to improve its

After purchasing an expensive pair of shoes,you may question whether or not the shoes are any better than the less expensive shoes you could have purchased instead.This is an example of postpurchase cognitive dissonance.

Elena is in the process of buying a new car.There are many possible cars to choose from,but she is focused on a few she would actually consider buying.These make up her __________ set.

The consumer's level of involvement can lead to two types of buying decisions: __________ and __________.

Consumers use and process different aspects of advertising or messages.__________ yields greater attention and deeper processing,and leads to strong attitudes and purchase intentions.

Ryan believes he is responsible for his actions,and he will conduct extensive searches before making a purchase.Michael's favorite phrase,when confronted by the need to make a decision,is "Whatever." In marketing terms,Ryan is said to have a(n) __________ and Michael,a(n) __________.

Using automobiles as an example,explain the differences between universal,retrieval,and evoked sets,and identify the one that is most important to marketers.

When Maya decided to buy a new computer,she thought about all the brands she could recall seeing advertised,but she would consider only those brands she could buy at her local Best Buy electronics store.This represents Maya's __________ set.

Jordana is a travel agent.Whenever she sells an expensive vacation package,she encourages the customer to buy travel insurance,which provides reimbursement in case of trip cancellation due to illness or another emergency.Jordana is trying to reduce her customers' __________ risk.

Postpurchase cognitive dissonance is especially likely for products that are

Sometimes consumers have second thoughts after buying goods that are expensive,infrequently purchased,or associated with a high level of risk.This is an especially critical time for marketers,as their customers are dealing with

How does the shopping situation affect consumer behavior,both positively and negatively?

An online retailer needs to be able to measure how well its website converts purchase intentions into actual purchases.This is known as the

Situational factors sometimes override psychological and social factors in the consumer decision process.

Mary will not consider purchasing an "American" car brand based on negative comments made by her parents; therefore,she has developed a negative attitude toward American brand cars.

By producing motorcycles that do more than get riders to their destinations and back,Harley-Davidson is addressing consumers' __________ needs.

There are five types of risks associated with purchase decisions.Which of the following best describes a situation where your new car stalls in the middle of a busy intersection?

The consumer's level of involvement can lead to two types of buying decisions: and .

Ryan believes he is responsible for his actions,and he will conduct extensive searches before making a purchase.Michael's favorite phrase,when confronted by the need to make a decision,is "Whatever." In marketing terms,Ryan is said to have a(n) and Michael,a(n) .