Deck 6: Analyzing Consumer Markets

Question 1

Consumers today are experiencing a time famine because of their busy lifestyles.One way to avoid the difficulties of time famine,which is of particular interest to marketers,is ________.

A)to set fewer goals
B)to multitask
C)to give in to personal burdens
D)to report frustration to management
E)to develop a callous attitude toward marketers

Answer 1

B

Question 2

A(n)________ is the person who offers informal advice or information about a specific product or product category,such as which of several brands is best or how a particular product may be used.

A)reference group
B)opinion leader
C)family of procreation
D)social factor
E)anchoring heuristic

Answer 2

B

Question 3

Consumption may be shaped by ________ (such as marriage,childbirth,or divorce).

A)the psychological life cycle
B)the product life cycle
C)the life/death life cycle
D)postpuberty cycles
E)critical life events or transitions

Answer 3

E

Question 4

People choose products that reflect and communicate their role and actual or desired ________ in society.

A)group
B)status
C)attitudes
D)beliefs
E)feelings

Question 5

If a direct-mail marketer wished to direct promotional efforts toward the family of ________,efforts need to be directed toward parents and siblings of the family members.

A)orientation
B)procreation
C)immediacy
D)intimacy
E)reference

Question 6

A(n)________ group is one whose values or behavior an individual rejects.

A)aspirational
B)disassociative
C)membership
D)primary
E)procreational

Question 7

A child growing up in the United States is exposed to all of the following values EXCEPT ________.

A)achievement and success
B)activity
C)efficiency and practicality
D)the importance of the group in daily life
E)freedom

Question 8

Which of the following would be the best illustration of a subculture?

A)A religion
B)A group of close friends
C)Your university
D)A fraternity or sorority
E)Your occupation

Question 9

________ is the study of how individuals,groups,and organizations select,buy,use,and dispose of goods,services,ideas,or experiences to satisfy their needs and wants.

A)Target marketing
B)Psychographic segmentation
C)Psychology
D)Consumer behavior
E)Product differentiation

Question 10

A person's ________ consist(s)of all the groups that have a direct (face-to-face)or indirect influence on his/her attitudes or behavior.

A)culture
B)subculture
C)psychographics
D)reference groups
E)demographics

Question 11

Product choice is greatly affected by economic circumstances.All of the following would be among those circumstances EXCEPT ________.

A)spendable income
B)savings and assets
C)debts
D)occupation
E)borrowing power

Question 12

The fundamental determinant of a person's wants and behavior is the person's ________.

A)psyche
B)national origin
C)culture
D)peer group
E)family tree

Question 13

________ portrays the "whole person" interacting with his or her environment.

A)Attitude
B)Reference group
C)Lifestyle
D)Culture
E)Subculture

Question 14

When the Marlboro Man was depicted in advertising as a rugged outdoor,tough cowboy type,this was done to establish what is called a ________.

A)trademark
B)brand name
C)brand personality
D)psychological approach to advertising
E)brand reference

Question 15

Social classes show distinct product and brand preferences in all the following areas EXCEPT ________.

A)clothing
B)home furnishings
C)leisure activities
D)automobiles
E)fast food

Question 16

________ is defined as being relatively homogeneous and enduring divisions in a society,which are hierarchically ordered and whose members share similar values,interests,and behavior.

A)Culture
B)Subculture
C)Social class
D)The family
E)A group

Question 17

Based on information provided in the text,which of the following trends has lead to increased household consumption?

A)Growing female economic power
B)Higher growth in low-income households
C)Widening wealth disparity
D)Falling male college enrollment
E)The fall of the mass affluent

Question 18

Consumers often choose and use brands that have a brand personality consistent with how they see themselves,also known as the ________.

A)actual self-concept
B)ideal self-concept
C)others' self-concept
D)prohibitive self-concept
E)suggestive self-concept

Question 19

________ is a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli.

A)Image
B)Personality
C)Beliefs
D)Heredity
E)Culture

Question 20

A major shift in buying patterns is an increase in the amount of dollars spent and the direct and indirect influence wielded by ________.

A)the wife
B)the husband
C)the parent
D)the child
E)joint decision making

Question 21

The ________ says people have a general tendency to attribute success to themselves and failure to external causes.

A)availability heuristic
B)trait-role theory
C)awareness set
D)anchoring heuristic
E)hedonic bias

Question 22

It has been estimated that the average person is exposed to over ________ ads or brand communications a day.

A)1,500
B)1,300
C)1,000
D)800
E)500

Question 23

________ is the tendency to interpret information in a way that will fit our preconceptions.

A)Selective retention
B)Cognitive dissonance
C)Selective distortion
D)Subliminal perception
E)Discrimination

Question 24

In general,the more attention placed on the meaning of information during ________,the stronger the resulting associations in memory will be.

A)encoding
B)decoding
C)classification
D)retrieval
E)memorization

Question 25

At the top of Maslow's hierarchy of needs (shown as a pyramid in the text)are ________ needs.

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

Question 26

Of key interest to marketers are the major informational sources to which the consumer will turn and the relative importance of each.Which of the following would be considered to be an experiential information source?

A)Consumer-rating organizations
B)The mass media
C)Acquaintances
D)Web sites
E)Using the product itself

Question 27

Cognitive psychologists believe that memory is ________,so that once information becomes stored in memory,its strength of association decays very slowly.

A)very limited
B)somewhat limited
C)fluid
D)often reflective
E)extremely durable

Question 28

Repeated exposures to information provide greater opportunity for processing and thus the potential for ________.

A)more profits
B)more sales
C)stronger associations
D)increased brand personality
E)more one-to-one relationships

Question 29

Which of the following is considered to be a more advanced form of information search wherein the person might phone friends or go online to secure information about a product or service?

A)Heightened attention
B)Short-term memory processing
C)Subliminal processing of information
D)Long-term memory processing
E)Active information search

Question 30

As Rita scans the yellow pages section of her phone book looking for a florist,she sees several other products and services advertised.Though interesting on first glance,she quickly returns to her primary task of finding a florist.The items that distracted her from her search were most likely stored in which of the following types of memory?

A)Short-term memory
B)Long-term memory
C)Middle memory
D)Subconscious memory
E)Subliminal memory

Question 31

Brand associations consist of all the brand-related thoughts,feelings,perceptions,images,experiences,beliefs,attitudes,and so on that become linked to the brand ________.

A)stimulus
B)link
C)connection
D)personality
E)node

Question 32

________ teaches marketers that they can build demand for a product by associating it with strong drives,using motivating cues,and providing positive reinforcement

A)Demand theory
B)Learning theory
C)Economic theory
D)Psychological theory
E)Demographic theory

Question 33

The buying process starts when the buyer recognizes a(n)_________.

A)product
B)advertisement for the product
C)salesperson from a previous visit
D)problem or need
E)internal cue

Question 34

________ assumed that the psychological forces shaping people's behavior are largely unconscious,and that a person cannot fully understand his or her own motivations.

A)Abraham Maslow
B)Frederick Herzberg
C)Sigmund Freud
D)John Cacioppo
E)Karl Marx

Question 35

Anne prefers Yoplait strawberry yogurt over other brands.When she decides to try a different flavor,she picks another Yoplait yogurt because she believes that,if the strawberry flavor is good,other Yoplait flavors must be good as well.This behavior is best described as ________.

A)discrimination
B)associative networking
C)generalization
D)heuristic thinking
E)self-actualization

Question 36

________ is the process by which we select,organize,and interpret information inputs to create a meaningful picture of the world.

A)Consumption
B)Perception
C)Personality
D)Discrimination
E)Cognitive dissonance

Question 37

The five-stage model of the consumer buying process includes all of the following stages EXCEPT ________.

A)problem recognition
B)information search
C)social interaction
D)purchase decision
E)postpurchase behavior

Question 38

Frederick Herzberg developed a ________ that distinguishes dissatisfiers and satisfiers.

A)trait-role theory
B)psychological constraint theory
C)probability scale
D)leadership model
E)two-factor theory

Question 39

With respect to understanding consumer behavior,there are four key psychological processes.All of the following would be among those processes EXCEPT ________.

A)motivation
B)perception
C)learning
D)self-reliance
E)memory

Question 40

A ________ is a strong internal stimulus impelling action.

A)cue
B)need
C)want
D)drive
E)belief

Question 41

________ risk occurs if the product fails to perform up to expectations.

A)Physical
B)Financial
C)Social
D)Psychological
E)Functional

Question 42

Marketers use all of the following techniques to convert a low-involvement product into one of high involvement EXCEPT ________.

A)linking the product to some involving personal situation
B)linking the product to some involving issue
C)designing advertising to trigger strong emotions related to personal values or ego defense
D)adding an important feature
E)raising the price

Question 43

With the ________ heuristic,the consumer sets a minimum acceptable cutoff level for each attribute and chooses the first alternative that meets the minimum standard for all attributes.

A)conjunctive
B)lexicographic
C)elimination-by-aspects
D)primary
E)secondary

Question 44

All of the following would be considered to be strategies for approaching consumers who had rejected your company's model of a product for another competitive brand EXCEPT ________.

A)redesign your company's product
B)alter beliefs about your company's brand
C)covertly alter the qualitative data about your product
D)alter beliefs about competitors' brands
E)call attention to neglected attributes

Question 45

With respect to consumer decision making,the ________ is the set of strong contenders from which one will be chosen as a supplier of a good or service.

A)total set
B)awareness set
C)consideration set
D)choice set
E)decision set

Question 46

Ben always reaches for the bright blue and yellow box of Ritz crackers when he visits the snack food aisle in the grocery store.He rarely even reads the box or checks the price.Which of the following heuristics is most likely being used by Ben?

A)Availability
B)Representative
C)Anchoring
D)Adjustment
E)Semantic

Question 47

With the ________,predictions of usage are based on quickness and ease of use.

A)availability heuristic
B)representative heuristic
C)anchoring heuristic
D)adjustment heuristic
E)semantic heuristic

Question 48

________ refers to the manner by which consumers code,categorize,and evaluate financial outcomes of choices.

A)Cost accounting
B)Financial accounting
C)Behavioral accounting
D)Mental accounting
E)Factual accounting

Question 49

A(n)________ puts people into a frame of mind: liking or disliking an object,moving toward or away from it.

A)attitude
B)belief
C)feeling
D)position
E)stance

Question 50

When marketers profile the customer buying-decision process by thinking about how they themselves would act,these marketers are employing the ________.

A)retrospective method
B)introspective method
C)consumption system method
D)prospective method
E)prescriptive method

Question 51

If a consumer is persuaded to buy a product by a message that requires little thought and is based on an association with a brand's positive consumption experiences from the past,the consumer used a ________ to arrive at this purchase decision.

A)central route
B)peripheral route
C)behavioral route
D)subjective route
E)objective route

Question 52

Even if consumers form brand evaluations,two general factors can intervene between the purchase intention and the purchase decision.One of these is unanticipated situational factors.What is the other factor?

A)Amount of purchasing power
B)Attitudes of others
C)Short-term memory capabilities
D)Ability to return merchandise
E)The self-concept

Question 53

A key driver of sales frequency is the ________ rate.

A)product consumption
B)disposal
C)refusal
D)utility
E)option

Question 54

________ are rules of thumb or mental shortcuts in the decision process.

A)Attitudes
B)Beliefs
C)Heuristics
D)Discriminations
E)Biases

Question 55

With respect to consumer purchase intention,all of the following would be among the subdecisions made by consumers EXCEPT ________.

A)emotional value
B)brand
C)dealer
D)timing
E)payment method

Question 56

Steve has only 20 minutes to get lunch.Although he really likes McDonald's,the line is very long and he is concerned that he will not have a chance to get through the line and eat his lunch before he is due back at work.Steve perceives ________ in going to McDonald's today.

A)time risk
B)functional risk
C)physical risk
D)psychological risk
E)social risk

Question 57

The level of engagement and active processing undertaken by the consumer in responding to a marketing stimulus is called ________.

A)elaboration likelihood
B)consumer disengagement
C)consumer involvement
D)variety seeking
E)low involvement

Question 58

Brands that meet consumers' initial buying criteria are called the ________.

A)total set
B)awareness set
C)consideration set
D)choice set
E)decision set

Question 59

A(n)________ is a descriptive thought that a person holds about something.

A)attitude
B)belief
C)desire
D)feeling
E)emotion

Question 60

The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their ________.

A)needs
B)wants
C)desires
D)brand beliefs
E)consuming attitudes

Question 61

The five brand personality traits identified by Jennifer Aaker are consistently observed regardless of nationality or culture.

Question 62

An example of a subculture would be a person's geographic region.

Question 63

Consumers who feel time constrained are always interested in products that are convenient and require low involvement in order to maximize their effectiveness and efficiency.

Question 64

The behavior people exhibit as they pass through certain life-cycle stages,such as becoming a parent,is largely fixed and does not change over time.

Question 65

Because mass-market advertising is target nonspecific,all ethnic and demographic niches respond to it in the same way.

Question 66

A brand personality is the specific mix of human traits that may be attributed to a particular brand.

Question 67

Secondary groups require continuous interaction to be effective and meaningful.

Question 68

Whereas economic circumstances can have a profound effect on consumption,occupation does not impact how people spend their money and what they buy.

Question 69

Divorce is an example of a critical life event that impacts a consumer's behavior.

Question 70

When Mark went to college he had a burning desire to join a social fraternity;for Mark,this would be an example of an aspirational group.

Question 71

One of the five traits of a product's brand personality is thought to be its shape.

Question 72

According to Maslow's hierarchy of needs model,recognition,self-esteem,and status would be among a person's social needs.

Question 73

According to Herzberg's two-factor theory,satisfiers will make the major difference as to which brand the customer buys.

Question 74

A role consists of the activities a person is expected to perform.

Question 75

The family of procreation includes one's parents and siblings.

Question 76

Abraham Maslow assumed that the psychological forces shaping people's behavior are largely unconscious,and that people cannot fully understand their motivations.

Question 77

Social class is the fundamental determinant of a person's wants and behavior.

Question 78

One of the characteristics of social classes is that those within each class tend to behave more alike than persons from two different social classes.

Question 79

A person's personality portrays the "whole person" interacting with his or her environment.

Question 80

Psychogenic needs arise from physiological states of tension such as hunger or discomfort.