Deck 1: Understanding Consumer Behavior

Question 1

Each household spends on average $138 per day on goods in services (U.S.average).

Answer 1

True

Question 2

Research indicates that we understand the differences between brands better when we can view a chart,matrix,or grid comparing brands and their attributes.

Answer 2

True

Question 3

Broad themes that affect acquisition,usage,and disposition decisions are: the psychological core,the process of making decisions,the consumer's culture,and consumer behavior outcomes.

Answer 3

True

Question 4

The four domains of consumer behavior are: sociological,the process of making decisions,the consumer's social status,and consumer behavior outcomes.

Question 5

Consumer behavior is a static process.

Question 6

Before buying a product,consumers often have an idea of the worth of that product.

Question 7

Consumer behavior outcomes include the symbolic use of products and the diffusion of ideas,products,or services through a market.

Question 8

The ____ field is one that looks at the totality of consumers' decisions with respect to acquisition,consumption,and disposition of goods,services,time,and ideas by human decision-making units over time.

A) anthropology
B) consumer behavior
C) economics
D) psychology
E) customer management

Question 9

One reason marketers study consumer behavior is because it helps them to create new products.

Question 10

The process by which a consumer comes to obtain an offering is known as

A) usage.
B) disposition.
C) offering.
D) acquisition.
E) ostentation.

Question 11

An offering is a product,service,activity,or idea

A) that is acquired but not used by consumers.
B) that is used but not acquired by consumers.
C) marketed by a firm but not yet available in the marketplace.
D) offered by a marketing organization to consumers.
E) in the marketplace but not yet accepted by consumers.

Question 12

Thanksgiving products are an example of how ____ has symbolic implications.

A) usage
B) disposition
C) offering
D) acquisition
E) marketer-control

Question 13

Anjala is an avid marathon runner and meets Katy,who also runs.They may consider each other as part of their reference group for running related products or services.

Question 14

It is necessary to understand consumers' disposition behaviors when advocating recycling programs.

Question 15

Usage is at the core of consumer behavior.

Question 16

In the introduction featuring Panera Bread,the 10 million customers who belong to their loyalty program make over 40 percent of all Panera purchases.

Question 17

Understanding how consumers comprehend and categorize information is important to recognizing and guarding against misleading advertising.

Question 18

The consumer behavior field looks at

A) how consumers are the most important element of the marketing mix.
B) the totality of consumers' decisions with respect to acquisition, consumption, and disposition of goods, services, activities, experiences, people, and ideas by human decision-making units over time.
C) only the behavior of consumers while in a retail environment.
D) the purchases of tangible goods but not services.
E) the persuasion of individuals to increase consumption at one period of time.

Question 19

Consumer behavior is the totality of consumers' decisions with respect to the acquisition,consumption,and disposition of goods,services,time,and ideas by human decision-making units over time.

Question 20

In consumer behavior,recognizing a problem occurs when consumers realize they have an unfilled need.

Question 21

A big product-usage problem for marketers is that consumers become dissatisfied because

A) the product is used incorrectly.
B) too little of the product is used.
C) too much of the product is used.
D) the product is used at the wrong time.
E) the product is not used for a sufficiently long period of time.

Question 22

All of the following are ways of acquiring an offering except

A) buying.
B) borrowing.
C) finding.
D) dispensing.
E) bartering.

Question 23

Curtis collects Pepsi and Coke bottles.He also uses old cola to clean the rust off his car.These are two examples of how to

A) dispose of a product.
B) keep an item after it has lost its original usage.
C) collect items in creative ways.
D) get rid of items temporarily.
E) get rid of items permanently.

Question 24

The consumer behavior process occurs over time as the consumer acquires,uses and disposes of the product.This is part of

A) a one-way process.
B) a process isolated by active behaviors that are reactive.
C) the memory network.
D) a dynamic process.
E) the judgment framework.

Question 25

The advent of 24-hour grocery stores,health clubs,and catalog ordering systems are all examples of the provision of

A) flexibility in the timing of acquisitions.
B) interactive marketing.
C) chain-store marketing.
D) easily accessed disposal.
E) expanded product usage and functions.

Question 26

Borrowing

A) is a symbolic form of gift giving.
B) follows the disposition phase of consumer behavior.
C) affects why consumers use the product.
D) is a form of acquisition that is a major problem for retailers.
E) is a consumer behavior that does not concern marketers.

Question 27

Mike searches carefully for his coffee beans before buying.He has many uses for the coffee after purchasing.He makes coffee,coffee ice cream,and coffee cake.After using the coffee,Nate uses the grinds in the garden.Mike's behavior is an example of consumer behavior as a

A) static process.
B) randomized process.
C) dynamic process.
D) series of fixed outcomes.
E) process that focuses primarily on acquisition.

Question 28

Sometimes there are many people involved in an acquisition decision and they may take on different roles.Russell and his family are buying a new big-screen television.He has research different brands,models and prices of televisions from the Internet.Russell's role in the group decision would be the role of the ____.

A) buyer
B) information gatherer
C) influencer
D) disposer
E) user

Question 29

The first decision Zach must make about dessert after dinner is most likely

A) why to get dessert.
B) when to get dessert.
C) whether to get dessert.
D) what to get for dessert.
E) how long he should spend eating dessert.

Question 30

The "orange juice isn't just for breakfast anymore" campaign is an example of

A) encouraging the collection of products.
B) changing why people use orange juice.
C) changing how people use orange juice.
D) changing whether people use orange juice.
E) affecting when people use orange juice.

Question 31

Disposable cameras were a flop at first.Consumers doubted that they could take good pictures.When disposable cameras were repositioned "for those who forgot their camera on vacation" or "for those who do not want to ruin their expensive camera on the beach or slopes" sales increased.This could be best thought of as a successful example of marketers understanding

A) how consumers dispose of cameras.
B) why consumers acquire cameras.
C) media marketing techniques.
D) the limits of disposable optical engineering.
E) the information search process.

Question 32

Studying this type of consumer behavior allows marketers to provide a need for customers who are concerned about what to do with a product after usage.

A) Usage
B) Disposition
C) Acquisition
D) Product
E) Switching

Question 33

A retailer gives cash or credit toward a better video game in return for a customer's older game.This transaction is known as

A) purchasing.
B) consumption.
C) gift giving.
D) trading.
E) borrowing.

Question 34

I carefully recycle all of my paper and plastics after using them.In consumer behavior,this is referred to as

A) conspicuous consumption.
B) conspicuous acquisition.
C) relevant marketing.
D) disposition behavior.
E) gestation.

Question 35

Some consumers are interested in collecting rather than ____ items,even if the items no longer serve a functional purpose.

A) renting
B) disposing
C) bartering
D) borrowing
E) trading

Question 36

E-commerce,high-end vending machines,and mobile commerce are all examples of

A) symbolic consumption.
B) new technology that changes the types of products that consumers will order.
C) changes in information technology affecting where we can acquire goods.
D) new technology that primarily affects the disposal of products.
E) examples of personal selling.

Question 37

George's manager's birthday is tomorrow.As George shops online,he must think of something to buy for her.What is the primary difference between the decisions he will make now and those he would make when purchasing for himself?

A) Disposal is involved in the process.
B) The brand name of the products is involved.
C) There are purchasing situational differences.
D) There are advertising viewing differences.
E) One individual must assess another individual's wants.

Question 38

Tomas realized that his tennis racket was no longer serving him the way it used to.In order to dispose of this offering,he has a choice to

A) acquire the item permanently, keep it safe, or get rid of it permanently.
B) dispose of the item, acquire it, or get rid of it temporarily.
C) find a new use for the item, get rid of it temporarily, or get rid of it permanently.
D) acquire the item temporarily, dispose of it, or keep it.
E) acquire the item, keep it, or get rid of it temporarily.

Question 39

Spreading negative word-of-mouth is an example of how consumers' usage of a product

A) can influence other consumer behaviors.
B) impacts disposition.
C) has hedonic implications for acquisition.
D) has symbolic implications for disposition.
E) will lead to other offerings in the marketplace.

Question 40

Kim agreed to give a professional massage in return for a haircut.This is an example of

A) buying.
B) borrowing.
C) finding.
D) dispensing.
E) bartering.

Question 41

An advertising campaign suggested multiple uses of baking soda.This is an example of increasing frequency of usage to

A) decrease product sales.
B) increase brand awareness.
C) affect the way in which we acquire goods.
D) increase product sales.
E) increase consumer awareness of the product category.

Question 42

In testing the consumption of tortilla chips,a company discovers that many consumers will eat an entire five-ounce bag in one sitting.What additional knowledge of consumers' usage could increase the company's sales?

A) New biodegradable packaging is developed to appeal to an environmentally conscious segment of consumers.
B) Humorous advertising campaign increases awareness of the brand.
C) Research shows that consumers will also eat a seven-ounce bag in one sitting.
D) Tests determine that increasing the size of the logo on the package better connects the product with advertisements.
E) Small drops in price bring large increases in sales.

Question 43

Whitney has decided to have her ears pierced so that she could wear pretty earrings.However,after the piercing,her ears became infected.Her expectations of the experience were not met,thus Whitney was

A) satisfied.
B) complacent.
C) dissatisfied.
D) evaluative.
E) normative.

Question 44

An auto manufacturer starts an advertising campaign that stresses the benefits of purchasing a new car every five years so that consumers who are driving an older car will start to want to purchase an automobile.This is an example of a company appealing to what phase of the consumer decision-making process?

A) recognition and recall
B) categorization and comprehension
C) consumer behavior outcomes
D) problem recognition
E) exposure and perception

Question 45

All of the following are domains of consumer behavior except

A) the psychological core.
B) the process of making decisions.
C) the consumer's culture.
D) consumer behavior outcomes.
E) behavior within the firm.

Question 46

Attitudes do not

A) change.
B) form from exposure to information.
C) relate to choice.
D) form from exposure to advertising.
E) always predict behavior.

Question 47

Baby shampoo advertising that includes adults using the product may help increase sales by suggesting the consumer

A) use the product more frequently.
B) use larger amounts of the product.
C) use the product for longer periods of time.
D) use the product in a different location.
E) purchase the product in a different location.

Question 48

Claire wants to go on a hiking trip to Colorado.She has been climbing with her family for several years and now she is off from school for the summer.As an internal consumer process,this is an example of having

A) motivation, ability, and opportunity.
B) exposure, disposal, and memory.
C) acquisition, usage, and disposal.
D) perceptiveness, retention, and memory.
E) exposure, disposal, and retention.

Question 49

Even if consumers are exposed to information about a product,there must first be ____ in order for it to have an effect.

A) exposure
B) perception
C) ability
D) opportunity
E) a psychological core

Question 50

Problem recognition occurs when we

A) form an attitude.
B) form affect toward an object.
C) expose ourselves to persuasive information.
D) realize that we have an unfulfilled need.
E) categorize information in a schematic framework.

Question 51

Compulsive theft,spending,gambling,and eating are examples of consumers engaging in

A) unique methods of disposal of products.
B) excessive acquisition.
C) illegal activities in the purchase of goods.
D) excessive consumer motivation.
E) behaviors that will reduce product usage in the long run.

Question 52

Kimberly is very motivated to choose a good location for her hiking trip during her Spring Break vacation.Before Kimberly decides on how to go on her hiking trip,she must first make sure she has ____ information.

A) perception of
B) attention to
C) a good attitude toward
D) exposure to
E) psychological insight toward

Question 53

Benjamin was exposed to an ad for a new brand of potato chips,but only motivation will lead him to

A) be exposed.
B) perception.
C) disposition.
D) pay attention.
E) the psychological core.

Question 54

Nathan would only travel to San Clemente if he considered it a weekend trip and not a long vacation.Thus,it depended on

A) whether he comprehended the choices that were available in his consideration set.
B) if he paid attention to the choices.
C) how he categorized the product with respect to other choices.
D) how he modified the information that was available to him.
E) if he retrieved the information correctly.

Question 55

A consumer wants to purchase a new automobile because hers got stolen.This consumer probably has a high level of

A) ability.
B) perception.
C) motivation.
D) exposure.
E) opportunity.

Question 56

A consumer wants to purchase a new automobile.Since she is on vacation and has some free time,she has the ____ to learn as much as possible about her decision.

A) ability
B) perception
C) motivation
D) exposure
E) opportunity

Question 57

Jud considers many criteria when purchasing a new mouse for his computer.He wants it to be comfortable,functional,and reflect his personality.He always considers every choice before making a decision.This decision is known as a(n)

A) acquisition disposal loop.
B) long-term memory retrieval process.
C) high-effort judgment and decision-making process.
D) categorization and comprehension process.
E) memory formation process.

Question 58

A consumer wants to purchase a new automobile.Having three years of experience as an amateur auto mechanic,she has the ____ to learn as much as possible about her decision.

A) ability
B) perception
C) motivation
D) exposure
E) opportunity

Question 59

Antacid marketers find their best sales period is during the Christmas holiday season,when consumers do just a little too much indulging.This is an example of

A) seasonal sales promotions.
B) seasonal variations in consumption.
C) cycles in the disposition process.
D) the dynamic process of consumer behavior.
E) the unusually large effect of mass-consumer purchasing on the digestive process.

Question 60

The increase in the home delivery of food,videos,and convenience goods most directly affects

A) increasing prices.
B) developing smaller package sizes.
C) stimulating negative word-of-mouth.
D) where consumption is done.
E) using generic brand names.

Question 61

Individuals who band together to protest increasingly loose morals and mocking of families on television shows are best known as a(n)

A) consumer cooperative.
B) rating band.
C) regulator.
D) advocacy group.
E) public service.

Question 62

Consumer behavior involves more than how a person buys products like laundry detergent,breakfast cereal,personal computers,and automobiles.Explain this comment.

Question 63

To recognize and guard against misleading advertising,it is most important to

A) understand the acquisition process.
B) understand how consumers comprehend and categorize information.
C) target the market.
D) understand high-involvement consumer choice and judgment processes.
E) alter the memory formation process.

Question 64

The external signs we use,consciously or unconsciously,to express our identity are known as

A) personal signs.
B) consumption networks.
C) social flags.
D) open signals.
E) symbols.

Question 65

Corbyn is nine years old and wants to be a professional football player when he grows up.He tries to emulate the behavior of National Football League (NFL)stars and pays attention to ads that use NFL players as spokespersons.In marketing terms,NFL players are ____ to Clarke.

A) a reference group
B) a lifestyle emulator
C) a motivational icon
D) a subculture
E) really, really cool

Question 66

Diet Coke had a makeover; its new cans are redesigned for the first time since its product launch.Its wavy spirit and style implies that Coca-Cola thinks the bottle will attract consumers' attention and might bring back favorable memories of the 1960s,with its hip retro vibe.This is an example of how consumer behavior can

A) select a target market from among numerous segments.
B) aid consumers in the product attribute retrieval process.
C) determine consumer satisfaction with the attributes of a product.
D) aid in decisions about the product mix
E) develop a new product.

Question 67

Why is it important for marketers to understand why consumers acquire,use,or dispose of products?

Question 68

Reference groups are a group of people

A) we go to when we want to increase our knowledge of social influence.
B) we compare ourselves to for information about ourselves.
C) who are experts to whom we can ask brand and product information.
D) who are subcultural groups.
E) who are friends or who can refer us to people who will help.

Question 69

For many years Excedrin has developed marketing communications that stress how effective it is as a headache medicine.What type of marketing strategy is Excedrin using?

A) co-branding
B) product placement
C) product positioning
D) brand extension
E) perceptual mapping

Question 70

Prices tend to end in .99 mainly because this price

A) is the MSRPs suggestion.
B) is mandated by the MSRP.
C) enhances perception of product quality.
D) is perceived by consumers to be cheaper.
E) is the default by retail managers.

Question 71

The Federal Trade Commission protects consumers from deceptive advertising by studying how consumers perceive and comprehend marketing communications.The FTC seeks:

A) more transparent disclosure of what consumer information is being collected and how it will be used.
B) to eliminate cusswords on radio stations including XM.
C) an advocacy group understanding consumer behavior to protest unfair marketing.
D) reference group members to study online newspapers impact of offline subscriptions.
E) a way to monitor e-commerce.

Question 72

How is gift giving different from other forms of acquisition?

Question 73

Marketing managers must study consumers in order to determine which media vehicles to use for advertising.Which of the following is NOT a media vehicle?

A) television commercials
B) ads in magazines
C) billboards by the side of the road
D) signs on city buses
E) All of these choices are examples of media vehicles.

Question 74

In marketing,positioning refers to

A) where the brand is placed on the stores' shelves.
B) how the consumer perceives the brand in relation to the competition.
C) where to place marketing communications for a brand so it capture the consumer's attention.
D) how to develop attractive packaging to entice consumers to try the brand.
E) None of these choices is true.

Question 75

What are some motivations behind consumers' decisions about whether to acquire,use,or dispose of an offering?

Question 76

Jim had a group of people to which he always compared himself for information about life,what to buy,who to date,etc.These people can be best thought of as a(n)

A) articulation network.
B) reference group.
C) ethnic group.
D) social support group.
E) subcultural framework.

Question 77

Every year millions of smokers attempt to quit the habit,but relatively few succeed.To help smokers quit,pharmaceutical companies developed the nicotine patch.In this situation,an understanding of consumer behavior helped to

A) segment the market into homogenous groupings of consumer needs and wants.
B) aid consumers in the product attribute retrieval process.
C) determine consumer satisfaction with the attributes of a product.
D) select a target market from among numerous segments.
E) develop a new product.

Question 78

What are the different phases of the consumer behavior process and how do they relate to each other?

Question 79

In developing marketing strategies and tactics,marketing managers must first

A) understand consumer needs and wants.
B) formulate strategy.
C) attend to distribution.
D) eliminate the focus on finance in the company.
E) advertise to maximize exposure.

Question 80

Why is consumer behavior a dynamic process?