Question 1

Which of the following is true of the affect referral decision rule?

Accepted Answer

A) It is synonymous with the mirror-image rule. 
B) It is a type of heuristic. 
C) It is synonymous with bait-and-switch marketing. 
D) It can be used only by marketers who sell luxury products. 
E) It is a type of mnemonic.

Question 2

Cognitive learning theory has been criticized for assuming a mechanistic view of the consumer that puts too much emphasis on external stimulus factors.

Accepted Answer

A) True 
 B)False

Question 3

Those who relate psychoanalytic theory to consumer behavior believe that consumers know why they want the products they wish to buy.

Accepted Answer

A) True 
 B)False

Question 4

_____ is the stage of the consumer decision-making process whereby the individual scans information stored in memory to recall past experiences and/or knowledge regarding various purchase alternatives.

Accepted Answer

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

Question 5

Before purchasing a car, John sought advice from his friends and researched auto reviews on the Internet.He also visited car dealers and went for a test-drive.In which of the following stages of the consumer decision-making process is John engaged?

Accepted Answer

A) internal information search 
B) external information search 
C) postpurchase evaluation 
D) problem recognition 
E) evoked set manipulation

Question 6

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

Accepted Answer

A) are the hardest to satisfy. 
B) are an ongoing source of motivation for most consumer purchase behavior. 
C) require marketers to invest heavily on promotional activities. 
D) offer marketers a basis for differentiating their products. 
E) are the source for most market development and assimilation strategies.

Question 7

When Bloomingdale's New York store sprayed Donna Karan's new perfume DKNY onto the sidewalks outside the store to introduce the perfume to consumers, it was trying to increase the level of _______________ so the product would get noticed.

Accepted Answer

A) comprehension 
B) retention 
C) sensory input 
D) mnemonics 
E) subliminal perception

Question 8

With respect to the roles in the family decision-making process, all the members of a family who use a car are referred to as the

Accepted Answer

A) purchasing agents. 
B) consumers. 
C) influencers. 
D) information providers. 
E) initiators.

Question 9

With respect to motivation research, which of the following is a technique in which small numbers of people with similar backgrounds and/or interests are brought together to discuss a particular product, idea, or issue?

Accepted Answer

A) in-depth interview 
B) delphi technique 
C) focus groups 
D) association tests 
E) nominal group technique

Question 10

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

Accepted Answer

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

Question 11

When a consumer's internal psychological process is attitude formation, she is likely to be in the stage of purchase decision in the decision-making process.

Accepted Answer

A) True 
 B)False

Question 12

When Andy targets a new line of make-up to African Americans, he is targeting a(n) ____________________ within the larger cultural mainstream.

Accepted Answer

A) aspirational group 
B) social class 
C) advocacy group 
D) subculture 
E) neoculture

Question 13

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

Accepted Answer

A) routine response behavior. 
B) cognitive dissonance. 
C) ambivalence. 
D) high involvement. 
E) cognitive learning.

Question 14

A reference group to which one does not wish to belong is a(n) _____ group.

Accepted Answer

A) heuristic 
B) disassociative 
C) evoked 
D) mnemonic 
E) confrontational

Question 15

Marketers encourage _____ by introducing new brands into markets that are already saturated and by using advertising and sales promotion techniques such as free samples, introductory price offers, and coupons.

Accepted Answer

A) brand switching 
B) brand extension 
C) brand dilution 
D) brand loyalty 
E) brand retention

Question 16

Aspirational reference groups represent groups to which me might like to belong, like when the United States Army shows strong leaders in its ads.

Accepted Answer

A) True 
 B)False

Question 17

_____ is the ability to perceive a stimulus that is below the level of conscious awareness.

Accepted Answer

A) Selective conditioning perception 
B) Observer bias 
C) Lightness constancy 
D) Subliminal perception 
E) Stimuli interception

Question 18

James, an interviewer, instructs Lily to respond to his questions with the first thing that comes to her mind.James provides Lily with several stimuli such as words, pictures, and ads.With respect to motivation research, James is using a(n)

Accepted Answer

A) predictive test. 
B) in-depth interview. 
C) association test. 
D) focus group. 
E) projective technique.

Question 19

With respect to the consumer decision-making process, which of the following stages can be considered as an immediate outcome of the alternative evaluation stage?

Accepted Answer

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

Question 20

James wants to buy a new truck.While watching TV, he notices a series of truck ads.However, he fails to notice several other ads including those promoting cosmetics, snack foods, and sodas.In this scenario, James is exhibiting

Accepted Answer

A) selective attention. 
B) selective retention. 
C) selective exposure. 
D) selective assimilation. 
E) selective comprehension.

Exam 4: Perspectives on Consumer Behavior

Which of the following is true of the affect referral decision rule?

Cognitive learning theory has been criticized for assuming a mechanistic view of the consumer that puts too much emphasis on external stimulus factors.

Those who relate psychoanalytic theory to consumer behavior believe that consumers know why they want the products they wish to buy.

_____ is the stage of the consumer decision-making process whereby the individual scans information stored in memory to recall past experiences and/or knowledge regarding various purchase alternatives.

Before purchasing a car, John sought advice from his friends and researched auto reviews on the Internet.He also visited car dealers and went for a test-drive.In which of the following stages of the consumer decision-making process is John engaged?

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

When Bloomingdale's New York store sprayed Donna Karan's new perfume DKNY onto the sidewalks outside the store to introduce the perfume to consumers, it was trying to increase the level of _______________ so the product would get noticed.

With respect to the roles in the family decision-making process, all the members of a family who use a car are referred to as the

With respect to motivation research, which of the following is a technique in which small numbers of people with similar backgrounds and/or interests are brought together to discuss a particular product, idea, or issue?

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

When a consumer's internal psychological process is attitude formation, she is likely to be in the stage of purchase decision in the decision-making process.

When Andy targets a new line of make-up to African Americans, he is targeting a(n) ____________________ within the larger cultural mainstream.

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

A reference group to which one does not wish to belong is a(n) _____ group.

Marketers encourage _____ by introducing new brands into markets that are already saturated and by using advertising and sales promotion techniques such as free samples, introductory price offers, and coupons.

Aspirational reference groups represent groups to which me might like to belong, like when the United States Army shows strong leaders in its ads.

_____ is the ability to perceive a stimulus that is below the level of conscious awareness.

James, an interviewer, instructs Lily to respond to his questions with the first thing that comes to her mind.James provides Lily with several stimuli such as words, pictures, and ads.With respect to motivation research, James is using a(n)

With respect to the consumer decision-making process, which of the following stages can be considered as an immediate outcome of the alternative evaluation stage?

James wants to buy a new truck.While watching TV, he notices a series of truck ads.However, he fails to notice several other ads including those promoting cosmetics, snack foods, and sodas.In this scenario, James is exhibiting