Question 1

eHarmony claims to be the world's most trusted online dating website. Its appeal is to satisfy consumers' ________ needs in the Maslow hierarchy of needs.

Accepted Answer

A)   physiological
B)   personal
C)   interaction
D)   social
E)   psychologicalF) C) and D)
G) B) and C)

Question 2

Differences in ________ cause one person that sees a Cadillac to interpret it as mark of achievement, while another sees it as ostentatious.

Accepted Answer

A)   motivation
B)   attitude formation
C)   learning
D)   perception
E)   self-conceptF) B) and D)
G) A) and C)

Question 3

Consumers with credit cards

Accepted Answer

A)   are less influenced by physical surrounding than those who pay by cash or check.
B)   are influenced to a certain extent by a retailer's physical surroundings to buy more with their credit cards than with cash.
C)   purchase more than those who purchase with cash or debit cards.
D)   purchase less because statistically these shoppers have higher time constraints.
E)   purchase less when accompanied by children than when in the company of other adults.F) B) and C)
G) C) and D)

Question 4

The crowded aisles in retail stores at holiday time may cause some shoppers to lose patience and decide on their purchases with far less thought than they otherwise would. This situation is most closely related to which of the following situational influences?

Accepted Answer

A)   purchase task
B)   social surroundings
C)   physical surroundings
D)   temporal effects
E)   spatial surroundingsF) A) and B)
G) A) and E)

Question 5

Learning refers to

Accepted Answer

A)   content that has been transferred from short-term to long-term memory.
B)   those behaviors that result from repeated experience and reasoning.
C)   the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.
D)   a consumer's subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people.
E)   a predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.F) B) and E)
G) All of the above

Question 6

Which of the following statements about subliminal perception is most accurate?

Accepted Answer

A)   The Federal Communications Commission (FC
C)   believes that subliminal perception can be effective with a large majority of consumers.
B)   Subliminal messages are illegal in the United States.
C)   Subliminal messages are more effective now due to the advances in computer-generated images in movies and TV programs.
D)   About half of U.S. consumers think that subliminal messages can cause them to buy products they don't want.
E)   The use of subliminal messaging is monitored by the Better Business Bureau.F) A) and C)
G) A) and B)

Question 7

In the VALS framework, consumers motivated by ideals are guided by knowledge and principles. One segment of the two ideals-motivated groups, known as ________, have higher resources and use "ought" and "should" benchmarks for social conduct.

Accepted Answer

A)   Makers
B)   Believers
C)   Thinkers
D)   Survivors
E)   AchieversF) All of the above
G) B) and C)

Question 8

Which problem-solving variation would normally be used to purchase items such as crackers or laundry detergent?

Accepted Answer

A)   limited problem solving
B)   extended problem solving
C)   routine problem solving
D)   situational problem solving
E)   integrated problem solvingF) A) and E)
G) B) and E)

Question 9

The feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives is referred to as

Accepted Answer

A)   marketing angst.
B)   the temporal state.
C)   the dissociative state.
D)   selective perception.
E)   cognitive dissonance.F) B) and C)
G) B) and E)

Question 10

An ad for Colgate Visible White shows someone using the brand and getting whiter teeth. This is an example of

Accepted Answer

A)   using a behavioral learning technique.
B)   reducing perceived risk.
C)   creating stimulus generalization.
D)   using a cognitive learning technique.
E)   using an attitudinal learning technique.F) All of the above
G) None of the above

Question 11

What percentage of U.S. consumer product sales is directly based on word-of-mouth activity among friends, family, and colleagues?

Accepted Answer

A)   10 percent
B)   25 percent
C)   33 percent
D)   50 percent
E)   67 percentF) C) and D)
G) C) and E)

Question 12

When the state of Virginia touts the slogan "Virginia is for Lovers," it is trying to appeal to people's ________ in order to attract them as potential residents, part of its workforce, or vacationers.

Accepted Answer

A)   self-concept
B)   individualized perception
C)   self-evaluation
D)   self-actualization
E)   personal perceptionF) B) and E)
G) A) and B)

Question 13

Satisfaction or dissatisfaction during __________ most strongly influences consumer communications and repeat-purchase behavior.

Accepted Answer

A)   consideration set assessment
B)   prepurchase behavior
C)   evaluative criteria selection
D)   the postpurchase stage
E)   information searchF) C) and D)
G) B) and D)

Question 14

A favorable attitude toward and consistent purchase of a single brand over time is referred to as

Accepted Answer

A)   stimulus generalization.
B)   attitudinal discrimination.
C)   brand loyalty.
D)   behavioral preference.
E)   consumer allegiance.F) B) and E)
G) B) and D)

Question 15

To facilitate the ________ stage in the consumer purchase decision process, Coppertone allocates a significant part of is marketing budget to make sure Coppertone products appear in any online searches about sunscreen.

Accepted Answer

A)   problem recognition
B)   postpurchase behavior
C)   alternative evaluation
D)   information search
E)   purchase decisionF) C) and D)
G) A) and E)

Question 16

Which stage in the consumer purchase decision process suggests criteria to use for the purchase, yields brand names that might meet the criteria, and develops consumer value perceptions?

Accepted Answer

A)   problem recognition
B)   information search
C)   alternative evaluation
D)   purchase decision
E)   postpurchase evaluationF) All of the above
G) A) and B)

Question 17

Spouse-dominant decision making implies that

Accepted Answer

A)   the husband makes the majority of the purchase decisions.
B)   the wife makes the majority of the purchase decisions.
C)   both the husband and the wife make the purchase decisions together.
D)   the wife and the husband alternate with respect to their purchase decisions.
E)   either the husband or the wife is primarily responsible for purchase decisions.F) C) and D)
G) A) and C)

Question 18

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

Accepted Answer

A)   previous ownership of a product.
B)   a Better Business Bureau rating.
C)   a company's website.
D)   a consumer program on talk radio.
E)   your mother.F) None of the above
G) A) and B)

Question 19

A college education would satisfy needs at what level of the Maslow hierarchy?

Accepted Answer

A)   physiological
B)   self-actualization
C)   personal
D)   safety
E)   socialF) B) and E)
G) B) and D)

Question 20

The way people see themselves and the way they believe others see them is referred to as

Accepted Answer

A)   self-evaluation.
B)   self-concept.
C)   self-actualization.
D)   individualized perception.
E)   personal perception.F) A) and D)
G) D) and E)

Exam 5: Understanding Consumer Behavior

Satisfaction or dissatisfaction during __________ most strongly influences consumer communications and repeat-purchase behavior.

Correct AnswerverifiedShow Answer

A college education would satisfy needs at what level of the Maslow hierarchy?

Correct AnswerverifiedShow Answer

The feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives is referred to as

Correct AnswerverifiedShow Answer

What percentage of U.S. consumer product sales is directly based on word-of-mouth activity among friends, family, and colleagues?

Correct AnswerverifiedShow Answer

Which problem-solving variation would normally be used to purchase items such as crackers or laundry detergent?

Correct AnswerverifiedShow Answer

Consumers with credit cards

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

eHarmony claims to be the world's most trusted online dating website. Its appeal is to satisfy consumers' ________ needs in the Maslow hierarchy of needs.

Correct AnswerverifiedShow Answer

Learning refers to

Correct AnswerverifiedShow Answer

The crowded aisles in retail stores at holiday time may cause some shoppers to lose patience and decide on their purchases with far less thought than they otherwise would. This situation is most closely related to which of the following situational influences?

Correct AnswerverifiedShow Answer

A favorable attitude toward and consistent purchase of a single brand over time is referred to as

Correct AnswerverifiedShow Answer

In the VALS framework, consumers motivated by ideals are guided by knowledge and principles. One segment of the two ideals-motivated groups, known as ________, have higher resources and use "ought" and "should" benchmarks for social conduct.

Correct AnswerverifiedShow Answer

To facilitate the ________ stage in the consumer purchase decision process, Coppertone allocates a significant part of is marketing budget to make sure Coppertone products appear in any online searches about sunscreen.

Correct AnswerverifiedShow Answer

When the state of Virginia touts the slogan "Virginia is for Lovers," it is trying to appeal to people's ________ in order to attract them as potential residents, part of its workforce, or vacationers.

Correct AnswerverifiedShow Answer

Differences in ________ cause one person that sees a Cadillac to interpret it as mark of achievement, while another sees it as ostentatious.

Correct AnswerverifiedShow Answer

Which stage in the consumer purchase decision process suggests criteria to use for the purchase, yields brand names that might meet the criteria, and develops consumer value perceptions?

Correct AnswerverifiedShow Answer

Spouse-dominant decision making implies that

Correct AnswerverifiedShow Answer

An ad for Colgate Visible White shows someone using the brand and getting whiter teeth. This is an example of

Correct AnswerverifiedShow Answer

Which of the following statements about subliminal perception is most accurate?

Correct AnswerverifiedShow Answer

The way people see themselves and the way they believe others see them is referred to as

Correct AnswerverifiedShow Answer

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