Question 1

You have just purchased a Sony MP3 player.As you head home from the store, you debate in your mind about whether your choice of the Sony was right, or whether you should have chosen the RCA.This is most likely an example of

Accepted Answer

A) indecisiveness. 
B) cognitive dissonance. 
C) postpurchase stress. 
D) market anxiety. 
E) extended problem solving.

Question 2

What does lifestyle mean, and why is it important to marketers?

Accepted Answer

The answer of What does lifestyle mean, and why is...

Question 3

Would you agree or disagree with the following statement: "It's a lot cheaper and easier to keep existing customers than to try to find new ones." Explain your answer.

Accepted Answer

The answer of Would you agree or disagree with the...

Question 4

In the VALS system, consumers who are looking for products and services that demonstrate success to their peers or to a peer group they aspire to are called the

Accepted Answer

A) ideals-motivated group. 
B) achievement -motivated group. 
C) self-expression-motivated group. 
D) rewards and success motivated group. 
E) high-and low-resource group.

Question 5

The most basic of our needs are physiological, followed by safety, social, and personal type needs.According to the hierarchy of needs, what category of needs is of the highest order?

Accepted Answer

A) intellectual needs 
B) emotional needs 
C) self-actualization needs 
D) domination needs 
E) psychological needs

Question 6

Self-concept refers to

Accepted Answer

A) the degree to which a person is influenced by situational influences. 
B) the relative position of a person in terms of the hierarchy of effects. 
C) the way people see themselves and the way they believe others see them. 
D) the degree to which a person trusts his or her own judgment in a purchase situation. 
E) the way people see themselves and the way they believe others see them based solely on objective criteria.

Question 7

Five situational influences that have an impact on a consumer's purchase decision process are the purchase task, social surroundings, temporal effects, antecedent states, and __________.

Accepted Answer

A) competition 
B) physical surroundings 
C) perceived value 
D) independent variables 
E) economic effects

Question 8

Ford Motor Company has set a target of increasing customer retention from 60 percent to 80 percent.Ford executives say that each additional percentage point is worth __________ in profits.

Accepted Answer

A) $100,000 
B) $1 million 
C) $10 million 
D) $100 million 
E) $1 billion

Question 9

FIGURE 5-2 
-In Figure 5-2 above, the column header at the left consists of the group of brands and their respective models.These are the __________ that a consumer's would consider acceptable from among all the brands in a product class of which he or she is aware.

Accepted Answer

A) considerations set 
B) evaluative criteria 
C) information bits 
D) quality considerations 
E) value sources

Question 10

In the VALS system, consumers who are motivated by __________ look for products and services that demonstrate success to their peers or to a peer group they aspire to.

Accepted Answer

A) ideals 
B) achievement 
C) self-expression 
D) rewards 
E) success

Question 11

Each of the VALS segments exhibits unique media preferences.Which segment would be the most likely to visit Internet chat rooms?

Accepted Answer

A) experiencers 
B) believers 
C) makers 
D) achievers 
E) innovators

Question 12

A person's ability to perceive differences in stimuli is referred to as

Accepted Answer

A) selective comprehension. 
B) selective retention. 
C) stimulus generalization. 
D) stimulus discrimination. 
E) routine response behavior.

Question 13

An Acura automobile ad is headlined by a quote from Henry David Thoreau, "Go in the Direction of Your Dreams." This ad is most likely to appeal to people's __________ needs.

Accepted Answer

A) physiological 
B) safety 
C) social 
D) personal 
E) psychological

Question 14

In the VALS system, consumers who have lower levels of education and household income, and who favor stylish products and are as impulsive as their financial circumstances permit them to be are referred to as __________.

Accepted Answer

A) thinkers 
B) believers 
C) strivers 
D) innovators 
E) experiencers

Question 15

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) changing beliefs about the extent to which a brand has certain attributes; (2) changing the perceived importance of attributes; and (3) __________.

Accepted Answer

A) reinforcing the consumers' 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) adding new attributes to a product 
E) denigrating the attributes of competitors' products

Question 16

In the VALS system, consumers who are successful, sophisticated, take-charge people with high self-esteem and abundant resources of all kinds are referred to as __________.

Accepted Answer

A) actualizers 
B) thinkers 
C) achievers 
D) innovators 
E) makers

Question 17

When past experience is insufficient, the risk of making a wrong decision is high, and the cost of gathering information is low, a consumer is more likely to use __________ for information.

Accepted Answer

A) an external search 
B) an internal search 
C) an informal search 
D) an expert directed search 
E) an experiential search

Question 18

Consumer behavior includes the actions a person takes in purchasing services and using products and services, including

Accepted Answer

A) the mental and physical processes that come before and after these actions. 
B) the mental and social processes that come before and after these actions. 
C) the financial and psychological processes that take place before and during these actions. 
D) the financial and emotional processes that take place before and after these actions. 
E) the emotional and financial processes that take place before, during, and after these actions.

Question 19

Carmine overheard one of his co-workers in a phone conversation say, "Thank you for taking my call so quickly.I'd like to order number RD 2217 MP3 player.Can I use the easy pay plan?" The co-worker was in which stage in the consumer purchase decision process?

Accepted Answer

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

Question 20

An example of a marketer-dominated source of information for an external information search is

Accepted Answer

A) personal experience. 
B) Consumer Reports magazine. 
C) consumer programs on talk radio stations. 
D) friends and relatives. 
E) salespeople.

Exam 5: Understanding Consumer Behavior