Deck 5: Marketing and Consumer Behavior: The Foundations of Advertising

Question 1

The interpersonal influences that affect consumer behavior can be best categorized as the family, the society, and the cultural environment of the consumer.

Answer 1

True
Explanation: Important interpersonal influences affect-sometimes even dominate- the personal processes of perception, learning and persuasion, and motivation. These influences can best be categorized as the family, the society, and the cultural environment of the consumer.

Question 2

Motives stem from the conscious goal of satisfying our needs and wants.

Answer 2

True
Explanation: Motivation refers to the underlying forces (or motives) that contribute to our actions. These motives stem from the conscious or unconscious goal of satisfying needs and wants.

Question 3

Exchange is the traditional, theoretical core of marketing.

Answer 3

True
Explanation: Exchange is the traditional, theoretical core of marketing.

Question 4

Consumers use physiological screens to evaluate, filter, and personalize information according to subjective emotional standards.

Question 5

According to the theory of operant conditioning, negative reinforcement decreases the likelihood of a reinforced behavior.

Question 6

The social cognitive theory of learning involves an organism receiving reinforcement for a behavior.

Question 7

The smell of fresh-baked bread is an example of a stimulus.

Question 8

Negatively originated motives are also called transformational motives because the consumer expects to be transformed in a sensory, intellectual, or social sense.

Question 9

Problem removal and problem avoidance are negatively originated motives.

Question 10

Habit is the natural extension of learning.

Question 11

The three general categories of customers are current customers, prospective customers, and centers of influence.

Question 12

The purpose of marketing is to create cognitive dissonance.

Question 13

Brand loyalty is an individual's openness or curiosity about a brand.

Question 14

Personal processes refer to the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy needs and wants.

Question 15

Nonpersonal influences that have a direct impact on a consumer's final purchase decision are family, culture, and target market.

Question 16

Rossiter and Percy suggested that negatively originated motives could also be called "relief" motives because consumers work to find relief from the negative state.

Question 17

Wants are the basic, human forces that motivate us to do something.

Question 18

One of the roles of IMC is to communicate product utility.

Question 19

In the central route to persuasion, consumers have a higher level of involvement with the product or the message.

Question 20

Physiological screens refer to the subconscious filters that shield us from unwanted messages.

Question 21

The three _____ of consumer behavior-perception, learning and persuasion, and motivation-govern the way people discern raw data (stimuli) and translate them into feelings, thoughts, beliefs, and actions.

A)personal processes
B)psychological screens
C)informational motives
D)transformational motives
E)evoked sets

Question 22

Which of the following is a nonpersonal influencing factor?

A)Family
B)Culture
C)Society
D)Environment
E)Religion

Question 23

When buying a toaster, Amy evaluated various brands available in the store. The evoked set refers to these selection alternatives.

Question 24

To combat cognitive dissonance, consumers are more likely to read ads for brands they have already purchased than for new products or competing brands.

Question 25

Which of the following is true of stimulus?

A)It refers to subconscious filters that shield people from unwanted messages.
B)It is a way of calculating the success of a business.
C)It may originate within our bodies or from outside our bodies.
D)It governs the way we discern raw sensory information and translate it into action.
E)It must occur every time customers use a product.

Question 26

Tony views fishing lures as tools that help him catch big fishes, whereas Hugh feels that the lures could cause him bodily harm. Their differing opinions are most likely due to differences in _____.

A)perception
B)motivation
C)brand loyalty
D)evoked sets
E)social class

Question 27

_____ markets are made up of organizations that buy services, natural resources, and component products that they resell, use to conduct their work, or use to manufacture another product.

A)Industrial
B)Reseller
C)Government
D)Consumer
E)Business

Question 28

Warm Hearths, a home fashion magazine, is designed to appeal to people who want to know the latest trends in interior design. It features articles about various styles of furniture, fabrics, and artwork for American houses. On its Web site, viewers can see the product lines of different companies. In terms of markets, this magazine most likely targets the _____ market.

A)reseller
B)industrial
C)consumer
D)business
E)government

Question 29

While reading the newspaper, Luke came across a brightly-colored advertisement. However, he could not read the details because the print was too small. In this case, _____ screens prevented him from reading the advertisement.

A)physiological
B)rational
C)peripheral
D)psychological
E)informational

Question 30

From the advertiser's point of view, social class always represents an important functional or operational set of values.

Question 31

_____ refer(s) to the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy needs and wants.

A)Consumer behavior
B)Operant conditioning
C)Mental files
D)Classical conditioning
E)Centers of influence

Question 32

Family, friends, and coworkers are examples of reference groups-people we try to emulate or whose approval concerns us.

Question 33

The term _____ refers to the information we receive through our five senses.

A)habit
B)persuasion
C)perception
D)motive
E)attitude

Question 34

Which of the following is an interpersonal influencing factor?

A)Natural hazards
B)Culture
C)Time
D)Environment
E)Place

Question 35

_____ is a product's ability to satisfy both functional needs and symbolic wants.

A)Productivity
B)Availability
C)Validity
D)Utility
E)Reliability

Question 36

Which of the following defines an exchange?

A)It is the mental and emotional processes of people who purchase and use goods and services to satisfy needs and wants.
B)It refers to exaggerated, subjective claims that cannot be proven true or false.
C)It refers to doing what society views as best for the welfare of people in general.
D)It is a process by which marketers search for unique groups of people whose needs can be addressed through specialized products.
E)It is a transaction in which one person or organization trades something of value with someone else.

Question 37

Which of the following is true with regard to marketing?

A)IMC is the only tool used in the promotional aspect of marketing.
B)The task of marketing is solely to create a need for products perceived as expensive.
C)Marketing creates exchanges that satisfy the perceived needs and wants of individuals.
D)Marketers should be wary of communicating too much information to customers.
E)A company is likely to prosper only if it can successfully manipulate customers into buying its products.

Question 38

Jane, an American housewife, bought a coffeemaker at a popular electronics store. After using it for some months, she was so pleased with the quality of the machine that she decided to buy another device from the same store. Which of the following steps in the consumer decision process has contributed to Jane's decision?

A)Store choice and purchase
B)Evaluation and selection
C)Postpurchase evaluation
D)Problem recognition
E)Information search

Question 39

Fictional characters do not make effective opinion leaders.

Question 40

Which of the following is the first step of the consumer decision process?

A)Problem recognition
B)Evaluation and selection
C)Postpurchase behavior
D)Information search
E)Store choice and purchase

Question 41

_____ refers to the underlying forces that contribute to our actions.

A)Exchange
B)Utility
C)Habit
D)Motivation
E)Attitude

Question 42

Which of the following is used to evaluate data based on innate factors, such as the consumer's personality and learned factors, such as self-concept, interests, and lifestyle?

A)Classical conditioning
B)Centers of influence
C)Equal-value exchange
D)Psychological screens
E)Self-actualizing needs

Question 43

A(n) _____is our acquired mental position regarding some idea or object.

A)model
B)need.
C)attitude
D)exchange
E)evoked set

Question 44

_____ occur(s) when the change in belief, attitude, or behavioral intention is caused by promotion communication.

A)Wants
B)Needs
C)Perception
D)Utility
E)Persuasion

Question 45

Which of the following product promotions will reinforce consumer habits and increase brand loyalty?

A)For every jar of coffee a customer purchases, he or she gets another free.
B)A sales clerk gives out free samples of mustard sauce at the supermarket.
C)An advertisement demonstrates the superiority of one brand of beer over another.
D)A vacuum cleaner salesperson offers to clean the carpet at a customer's house.
E)A new brand of soap offers a discount to lure customers away from an established brand.

Question 46

_____ are the basic, often instinctive, human forces that motivate us to do something.

A)Needs
B)Motives
C)Stimuli
D)Attitudes
E)Habits

Question 47

_____ are needs that we learn during our lifetime.

A)Values
B)Wants
C)Attitudes
D)Motives
E)Habits

Question 48

_____ is a relatively permanent change in thought process or behavior.

A)Stimulus
B)Perception
C)Utility
D)Learning
E)Cognition

Question 49

Which of the following is true of mental files?

A)Memory is not affected by a person's biases.
B)Its is important that advertisers understand what is in the consumer's mental files.
C)Memory is an unlimited resource.
D)Advertisers cannot modify consumers' mental files.
E)Information in mental files is stored randomly.

Question 50

Which of the following is true of consumers in the context of the peripheral route to persuasion?

A)Consumers are highly motivated to pay attention to the central, product-related information.
B)Consumers tend to form strong product beliefs, positive brand attitudes, and purchase intention.
C)Consumers tend to learn cognitively and comprehend information at a deeper level.
D)Consumers have little or no reason to comprehend the central information of an ad.
E)Consumers have a higher level of involvement with the product or the message.

Question 51

In _____, consumers have a higher level of involvement with the product or the message, so they are motivated to pay attention to the central, product-related information.

A)a center of influence
B)thecentral route to persuasion
C)an exchange
D)postpurchase evaluation
E)distributive bargaining

Question 52

_____, a theory of learned association, involves an organism receiving reinforcement for a behavior.

A)Classical conditioning
B)Elaboration Likelihood Model
C)Hierarchy of needs
D)Social cognitive theory
E)Operant conditioning

Question 53

Paula always drinks a Softpop, a brand of soda. If the department store where she usually shops does not stock Softpop, she refuses to buy a different brand and goes to another store to find it. In this instance, she displays _____ for Softpop through her behavior.

A)brand reflection
B)brand loyalty
C)brand heritage
D)brand value
E)brand equity

Question 54

Which of the following theories of learned association suggests that when individuals in the environment experience good outcomes, people are motivated to try the behavior that led to them?

A)Social cognitive theory
B)Operant conditioning
C)Classical conditioning
D)Elaboration Likelihood Model
E)Theory of cognitive dissonance

Question 55

Which of the following contributes to the development of interests, attitudes, beliefs, preferences, prejudices, emotions, and standards of conduct-all of which affect, among other things, one's eventual purchase decisions?

A)Stimulation
B)Perception
C)Simulation
D)Learning
E)Cognition

Question 56

_____ is the consumer's conscious or unconscious decision, expressed through intention or behavior, to repurchase a brand continually.

A)Brand loyalty
B)Brand equity
C)Brand interest
D)Brand awareness
E)Brand value

Question 57

_____ is the theory of learning associated with the Russian psychologist Pavlov.

A)Social cognitive theory
B)Operant conditioning
C)Classical conditioning
D)Elaboration Likelihood Model
E)Hierarchy of needs

Question 58

_____ refers to the acquired behavior pattern that becomes nearly or completely involuntary.

A)Attitude
B)Perception
C)Learning
D)Habit
E)Stimulus

Question 59

_____ remind(s) current customers of the value of their original purchase and encourage them to continue purchasing.

A)Brand loyalty
B)Acquiring habits
C)Informational motives
D)Reinforcing habits
E)Patronizing habits

Question 60

Which of the following defines brand interest?

A)It refers to the extent to which a brand is recognized by customers.
B)It refers to the goodwill earned by a brand over a period of time.
C)It refers to an individual's openness or curiosity about a brand.
D)It refers to the core characteristics and values of a brand.
E)It refers to the consumer's decision to repurchase a brand continually.

Question 61

A segment within a culture that shares a set of meanings, values, or activities that differ in certain respects from those of the overall culture is known as a(n) _____.

A)social elite
B)subculture
C)reference group
D)folk culture
E)open society

Question 62

When buying a new backpack, Maria selected four different brands in the shop and checked them for durability and quality. In this scenario, the alternative brands that she evaluated comprised the _____.

A)evoked set
B)psychological screen
C)interpersonal influence
D)brand domain
E)product line

Question 63

Mary stopped at a local department store to buy coffee. She found the shelves stocked with various brands of coffee. Before deciding which brand to buy, she read the labels on each jar. Finally, she chose the brand that claimed to have a Fairtrade certification. The alternative coffee brands that she evaluated before making a purchase decision form the _____.

A)interpersonal influences
B)evoked set
C)mental files
D)psychological screen
E)physiological screen

Question 64

_____ refers to the whole set of meanings, beliefs, attitudes, and ways of doing things that are shared by some homogeneous social group and typically handed down from generation to generation.

A)Culture
B)Centers of influence
C)Stimulus
D)Cognition
E)Persuasion

Question 65

Which of the following is true with regard to reference groups?

A)Family and friends do not qualify as reference groups.
B)Often an individual is influenced in opposite directions by two reference groups and must choose between them.
C)Consumer decisions are unlikely to be influenced by reference groups.
D)The opinions of reference groups are likely to be considered unimportant by most individuals.
E)A reference group is unlikely to influence the beliefs of individuals.

Question 66

According to Abraham Maslow's hierarchy of needs model, which of the following is the highest need?

A)Esteem need
B)Social need
C)Safety need
D)Self-actualization need
E)Physiological need

Question 67

The evoked set refers to:

A)members of the consumer's family who influence the purchase decision.
B)the combination of products that consumers finally select for purchase.
C)the alternatives that consumers evaluate before making a purchase decision.
D)the environments that affect the purchase decision.
E)the relevant reference group(s) for a particular purchase.

Question 68

Kate, a hard working employee, feels fatigued due to her heavy workload. She longs to take a vacation and visits an exotic place. Which of the following transformational motives is she influenced by?

A)Sensory gratification
B)Intellectual stimulation
C)Social approval
D)Problem avoidance
E)Normal depletion

Question 69

An advertisement for an elite school invites students "who want to be more, who can be more, and who dare to be more" to call or write for additional information. According to Maslow's hierarchy of needs, this advertisement is a promotional appeal to one's _____ need.

A)physiological
B)safety
C)social
D)esteem
E)self-actualization

Question 70

Gina Anderson is a popular American actor with a huge fan following. She endorses a number of high-selling beauty products. In fact, whatever product she endorses experiences phenomenal sales just because her name is associated with it. Therefore, it can be concluded that Gina is a(n) _____.

A)opinion leader
B)laggard
C)maven
D)early adopter
E)innovator

Question 71

Jane, a high school student, dresses like her friends, copies their hairstyle, watches the same television shows, and agrees to their opinions on many subjects. Which of the following is a term used to describe her friends who exert substantial influence on her?

A)Early adopters
B)Focus group
C)Social class
D)Evoked set
E)Reference group

Question 72

An advertisement for car tires shows how road accidents can be summarily avoided if the consumer buys the brand. According to Maslow's hierarchy of needs, which of the following levels of needs does the advertisement promise to satisfy?

A)Physiological need
B)Social need
C)Self-actualization need
D)Safety need
E)Esteem need

Question 73

_____ refer to people one tries to emulate or whose approval is important.

A)Early adopters
B)Evoked sets
C)Elites
D)Cultural clusters
E)Reference groups

Question 74

Problem removal and problem avoidance are _____ motives.

A)transformational
B)reward
C)negatively originated
D)transactional
E)need-based

Question 75

_____ motives are also called informational motives because the consumer actively seeks information to reduce the mental state.

A)Reward
B)Negatively originated
C)Transformational
D)Social approval
E)Intrinsic

Question 76

While waiting in the queue near the cash register at the supermarket, Harry noticed a basket of colorful candies. Although he did not need candy, he decided to buy them anyway. This scenario exemplifies the influence of _____ in a consumer's purchase decision.

A)culture
B)environment
C)family
D)society
E)time

Question 77

According to Rossiter and Percy, which of the following is a positively originated motive?

A)Social approval
B)Incomplete satisfaction
C)Problem removal
D)Problem avoidance
E)Normal depletion

Question 78

Since Americans love hot dogs, peanut butter, corn on the cob, and apple pie, a foreign fast food restaurant that recently opened in an American city changed its menu to suit local tastes. This is an example of the influence of _____ in marketing.

A)social class
B)cognitive dissonance
C)culture
D)ethics
E)motivation

Question 79

A famous basketball player endorses a brand of sportswear. For the brand's target market that consists of young males, the basketball player is most likely to be a(n) _____.

A)opinion leader
B)entrepreneur
C)innovator
D)early adopter
E)intrapreneur

Question 80

Which of the following is true of the influence of culture on advertising?

A)Companies find it easier to change consumer tastes rather than work with them.
B)Global marketers are especially concerned with the purchase environment.
C)Differences in subcultures do not have a significant impact on product response.
D)Consumers are not influenced by interpersonal factors.
E)Marketing activities are not susceptible to cultural error.