Question 1

_____ 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) Psychographics
C) Civilization
D) Social evolution
E) Social class

Accepted Answer

Culture encompasses all aspects of a social group's beliefs, attitudes, and behaviors, including shared customs and traditions that are passed down through generations. Psychographics and social class are related to culture but do not encompass the whole set of meanings and beliefs of a group. Civilization is a broader concept that refers to a complex society with a high level of cultural, social, and technological development. Social evolution is the process by which societies change and adapt over time.

Question 2

To establish an evoked set,consumers must
A) have brand loyalty.
B) establish evaluative criteria.
C) recognize personal influences.
D) avoid post-purchase evaluation.
E) experience cognitive dissonance.

Accepted Answer

In order to establish an evoked set, consumers must establish evaluative criteria, which are the standards that consumers use to judge the suitability of a product. The evaluative criteria are used to narrow down the set of possible options to a more manageable number. Once the possible options have been narrowed down, the consumer is left with an evoked set, which is the set of brands or products that come to mind when a particular product category is mentioned. Brand loyalty, personal influences, and post-purchase evaluation are all factors that can influence the consumer's final decision, but they are not necessary for establishing an evoked set. Cognitive dissonance is the discomfort or mental stress that a consumer experiences after making a purchase, and is not relevant to the establishment of an evoked set.

Question 3

When an ad for a master's program encourages potential students to "Realize your full potential," which level of Maslow's hierarchy of needs is being appealed to?
A) safety
B) self-actualization
C) love
D) physiological
E) social

Accepted Answer

Maslow's hierarchy of needs states that self-actualization, the realization of one's full potential, is at the highest level of human needs. Therefore, the ad appeals to this level, encouraging potential students to pursue their highest level of personal growth and fulfillment.

Question 4

In the special bride edition of Martha Stewart Living magazine,its editors describe the latest trends in weddings and give advice on how to create the perfect wedding.In this situation,the editors of the magazine could be considered
A) opinion leaders.
B) reinforcers.
C) a reference point.
D) selective communicators.
E) negative motivators.

Accepted Answer

The editors of the Martha Stewart Living magazine are providing advice on the latest trends in weddings, which means they are knowledgeable and influential in their field. They are shaping the opinions and preferences of their readers, which makes them opinion leaders.

Question 5

_____ are groups of people we try to emulate or whose approval concerns us.
A) Approval centers
B) Emulation groups
C) Norm standard bearers
D) Cultural norms
E) Reference groups

Accepted Answer

Reference groups are groups of people that we look up to or seek approval from. They can include friends, family, celebrities, or any group that we consider as having similar values and beliefs as our own. These reference groups can influence our attitudes, behavior, and purchasing decisions.

Question 6

Consumers' evoked sets are
A) those members of the buyer's family who must be considered when a product is selected for purchase.
B) the combination of products that consumers finally select for their use.
C) the alternative goods and services that consumers evaluate before making decisions.
D) the environments that affect the decision-making process.
E) the relevant reference group(s) for a particular purchase.

Accepted Answer

Consumers' evoked sets refer to the alternative goods and services that consumers evaluate before making decisions. This is the set of options or choices that a consumer considers when making a purchase decision, and it can be influenced by factors such as individual preferences, past experiences, and marketing influences. The evoked set represents the range of options that a consumer is willing to consider, and ultimately will lead to the final product or service choice.

Question 7

The number of Hispanics in the United States is growing rapidly.In Mexico,a prescription is not needed to get medication,so the idea of bringing prescriptions to the pharmacist in order to get the needed medicine is foreign to Mexican immigrants.Developing a method of explaining prescriptions to recent immigrants is a response to _____ differences.
A) social class
B) economic
C) cultural
D) ethical
E) psychographic

Accepted Answer

The scenario presented highlights a difference in cultural beliefs and practices, specifically surrounding the need for a prescription to obtain medication. This requires the development of a method to explain prescriptions to recent immigrants, indicating that the difference is cultural in nature.

Question 8

The _____ depicts the degrees and kinds of involvement a consumer brings to the purchase decision for different products.
A) basic consumer decision model
B) FCB grid
C) traditional model of consumer involvement
D) Kim-Lord grid
E) continuum of purchase expectations

Accepted Answer

The Kim-Lord grid depicts the degrees and kinds of involvement a consumer brings to the purchase decision for different products.

Question 9

Once a month,Morgan buys a case of wine.She will buy either the Charles Shaw brand,the Livingston brand,or the Sutter Home brand because she knows that these three brands are inexpensive and tasty.Inexpensive and tasty would be classified as her
A) peripheral responses.
B) selective tools.
C) evaluative criteria.
D) evoked set.
E) acquired attitude.

Accepted Answer

Inexpensive and tasty are Morgan's evaluative criteria for selecting a brand of wine. Evaluative criteria are the standards or attributes that consumers consider when evaluating products or making purchase decisions.

Question 10

According to the _____,people strive to justify their behavior by reducing the degree to which their beliefs or impressions are inconsistent with reality.
A) cognitive theory of satisfaction
B) stimulus-response theory
C) equity theory
D) theory of cognitive dissonance
E) expectancy theory

Accepted Answer

The theory of cognitive dissonance explains that people strive to justify their behavior by reducing the degree to which their beliefs or impressions are inconsistent with reality. This theory proposes that when people are confronted with information that conflicts with their beliefs or values, they experience psychological discomfort or dissonance, which they try to reduce by changing their beliefs, attitudes or behaviors. Therefore, the best choice is D) theory of cognitive dissonance.

Question 11

Kate is looking forward to spending two weeks in Hawaii having fun.However,one week before the trip,Kate's car breaks down,and she has to spend her vacation money on repairs.Kate's desire for a luxurious vacation is produced by a(n)_____ motive,while the necessity of paying for car repairs is an example of a _____ motive.
A) positively originated; negatively originated
B) transformational; transactional
C) informational; transformational
D) negatively originated; positively originated
E) informational; transactional

Accepted Answer

Kate's desire for a luxurious vacation is a positively originated motive because it is driven by the pursuit of pleasure or positive experiences. The necessity of paying for car repairs is a negatively originated motive because it is driven by the need to address a problem or avoid negative consequences.

Question 12

Tina is a new student at a private academy.She values the opinions of her new classmates and tries to dress just like them.She watches the same television shows they watch and tries to copy their hairstyles and the way they stand.For Tina,her new classmates are a(n)
A) approval center.
B) focus group.
C) standard bearer.
D) cultural norm.
E) reference group.

Accepted Answer

Tina is trying to conform to the expectations of her new classmates, which makes them her reference group.

Question 13

The four quadrants of the FCB grid are high involvement or low involvement and
A) need or want.
B) think or feel.
C) culture or society.
D) peripheral or route persuasion.
E) cognitive or conditioned thinking.

Accepted Answer

The four quadrants of the FCB grid are based on consumer thinking and feeling, which are high involvement (thinking) or low involvement (feeling) and need or want. Therefore, the best choice is B, think or feel. The other options are not relevant to the FCB grid.

Question 14

Someone who is a vegetarian often becomes so due to the belief that killing animals is cruel and that processed meat contains harmful chemicals.Both of these reasons are examples of _____ motives.
A) transformational
B) stimulus
C) negatively originated
D) transactional
E) need-based

Accepted Answer

The reasons given for becoming a vegetarian are negative in nature, as they stem from the belief that killing animals is cruel and processed meat contains harmful chemicals. Therefore, the best choice is C, negatively originated motives.

Question 15

Which of the following statements is true about the FCB grid?
A) It helps advertising agencies determine which type of advertising to use for a specific product.
B) It demonstrates how consumers can avoid cognitive dissonance through the use of more specific evaluative criteria.
C) It illustrates how negatively originated motives differ from positively originated motives.
D) It helps create integrated marketing communications that present a unified message to the targeted audience.
E) It helps advertising agencies determine which approach to use based on the consumer's stage on the brand loyalty continuum.

Accepted Answer

The FCB grid is a tool used by advertising agencies to determine the type of advertising strategy to use for a specific product by considering the level of involvement and the type of motivation (rational or emotional) of the consumer.

Question 16

In which of these scenarios is the consumer most likely to experience cognitive dissonance?
A) A mother purchased snacks for her teenage son.
B) A secretary rented a car for her boss's business trip.
C) A jogger purchased a bottle of water for himself.
D) A student purchased a pizza for supper.
E) An engaged couple bought a new house.

Accepted Answer

The purchase of a new house is a significant and expensive decision. The engaged couple may experience cognitive dissonance as they weigh the benefits and drawbacks of their decision to buy a house, especially if they have to deal with the financial implications and potential changes in their lifestyle.

Question 17

People who enjoy a thick Porterhouse steak often appreciate the taste and consider the meal a well-deserved reward at the end of a hard day.These reasons for enjoying steak are all examples of _____ motives.
A) transformational
B) informational
C) negatively originated
D) transactional
E) need-based

Accepted Answer

Transformational motives are related to experiences that transform or enhance how individuals feel, such as the enjoyment and reward associated with eating a steak after a hard day.

Question 18

Zoroastrianism was the dominant world religion during the Persian empires (559 BC to AD 651)and was thus the most powerful world religion at the time of Jesus.It is still practiced worldwide,especially in Iran and India.Within these two countries,the religion's members share a set of beliefs that set them apart from others who reside in the country.Believers in this religion would be classified as a(n)
A) classless society.
B) subculture.
C) national reference group.
D) transformational group.
E) opinion group.

Accepted Answer

Zoroastrianism is a subculture as its members share a set of beliefs that distinguish them from the mainstream religion in the countries where they reside (Iran and India), but it does not have the characteristics of a classless society, national reference group, transformational group, or opinion group.

Question 19

Gopal bought a Schwinn road bike in good condition from a used bike shop for $160,thinking he got a steal.When he got home and searched for his bike on the Internet,he found the same model for sale from Walmart for $149 new.Rather than getting upset at the price difference,Gopal justifies the purchase to himself by deciding it was better to support a local bike shop than a chain.Gopal's rationalization is an example of someone trying to
A) use selective perception.
B) reduce cognitive dissonance.
C) increase perceptual dissonance.
D) reduce negative motivation.
E) explain attitudinal dissatisfaction.

Accepted Answer

Gopal is experiencing cognitive dissonance, which is the psychological discomfort that arises when a person's beliefs and behaviors are inconsistent. He is justifying his decision to pay more for a used bike by convincing himself that he is supporting a local business, thus reducing his cognitive dissonance.

Question 20

Caylin is an avid video game player.Her favorite series is Fallout,though she also likes Halo and World of Warcraft for their depth of narrative.When she buys new video games,Caylin chooses releases only from these three brands,which are her
A) evaluated set.
B) evoked set.
C) standardized set.
D) selected criteria.
E) alternative list.

Accepted Answer

Caylin's favorite video game brands are part of her evoked set, which refers to the brands or products that a consumer considers when making a buying decision. The other options (evaluated set, standardized set, selected criteria, alternative list) do not accurately describe Caylin's preferred video game brands.

Quiz 5: Communication and Consumer Behavior

_____ 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.

To establish an evoked set,consumers must

When an ad for a master's program encourages potential students to "Realize your full potential," which level of Maslow's hierarchy of needs is being appealed to?

In the special bride edition of Martha Stewart Living magazine,its editors describe the latest trends in weddings and give advice on how to create the perfect wedding.In this situation,the editors of the magazine could be considered

_____ are groups of people we try to emulate or whose approval concerns us.

Consumers' evoked sets are

The _____ depicts the degrees and kinds of involvement a consumer brings to the purchase decision for different products.

Once a month,Morgan buys a case of wine.She will buy either the Charles Shaw brand,the Livingston brand,or the Sutter Home brand because she knows that these three brands are inexpensive and tasty.Inexpensive and tasty would be classified as her

According to the _____,people strive to justify their behavior by reducing the degree to which their beliefs or impressions are inconsistent with reality.

Tina is a new student at a private academy.She values the opinions of her new classmates and tries to dress just like them.She watches the same television shows they watch and tries to copy their hairstyles and the way they stand.For Tina,her new classmates are a(n)

The four quadrants of the FCB grid are high involvement or low involvement and

Someone who is a vegetarian often becomes so due to the belief that killing animals is cruel and that processed meat contains harmful chemicals.Both of these reasons are examples of _____ motives.

Which of the following statements is true about the FCB grid?

In which of these scenarios is the consumer most likely to experience cognitive dissonance?

People who enjoy a thick Porterhouse steak often appreciate the taste and consider the meal a well-deserved reward at the end of a hard day.These reasons for enjoying steak are all examples of _____ motives.

Caylin is an avid video game player.Her favorite series is Fallout,though she also likes Halo and World of Warcraft for their depth of narrative.When she buys new video games,Caylin chooses releases only from these three brands,which are her