Deck 4: Perspectives on Consumer Behavior

Question 1

Multiattribute models help marketers understand and diagnose the underlying basis of consumers' attitudes.
Multiattribute models help marketers understand and diagnose the underlying basis of consumers' attitudes. By understanding the beliefs that underlie consumers' evaluations of a brand and the importance of various attributes or consequences, the marketer is better able to develop communication strategies for creating, changing, or reinforcing brand attitudes.

Answer 1

True

Question 2

Those who belong to the Greatest Generation, influenced by the Great Depression, are infrequent shoppers.
The Greatest Generation includes those born prior to 1946. With much of their behavior influenced by the Great Depression and World War II, they are frequent shoppers though they often claim they dislike shopping. They are also heavily deal prone, use print cookbooks, and spend more than other groups on ice cream, vitamins, and also a lot on wine.

Answer 2

False

Question 3

Reinforcement occurs even when an ad encourages consumers to use a particular product or brand to avoid unpleasant consequences.
Many ads emphasize the benefits or rewards a consumer will receive from using a product or service. Reinforcement also occurs when an ad encourages consumers to use a particular product or brand to avoid unpleasant consequences.

Answer 3

True

Question 4

Some products or services sought by consumers are not essential but are nonetheless desired.
Not all product purchases are based on needs. Some products or services sought by consumers are not essential but are nonetheless desired. A want is a desire for something one does not have. Many products sold to consumers satisfy their wants rather than their basic needs.

Question 5

According to classical conditioning theory, there is no pre-existing relationship between an unconditioned stimulus and unconditioned response.
Classical conditioning assumes that learning is an associative process with an already existing relationship between a stimulus and a response. Because this relationship exists before the conditioning process, the stimulus is referred to as an unconditioned stimulus and the response is referred to as unconditioned response.

Question 6

The cognitive learning theory has been criticized for assuming a mechanistic view of the consumer that puts too much emphasis on external stimulus factors.
Behavioral learning theories have been criticized for assuming a mechanistic view of the consumer that puts too much emphasis on external stimulus factors. In contrast, the cognitive learning theory focuses on cognitive processes such as perception, formation of beliefs about brands, attitude development and change, and integration that are important to understanding the decision-making process.

Question 7

In order to be successful, marketers need to know the specific needs customers are attempting to satisfy and how they translate into purchase criteria.
Marketers need to know the specific needs customers are attempting to satisfy and how they translate into purchase criteria. They also need to understand how consumers gather information regarding various alternatives and use this information to select among competing brands, and how they make purchase decisions.

Question 8

The stage of perceptual process in the consumer decision-making process is generalized and is primarily determined by external factors.
This stage of the perceptual process is very individualized and is influenced by internal psychological factors. The interpretation and meaning an individual assigns to an incoming stimulus also depend in part on the nature of the stimulus.

Question 9

When a consumer's internal psychological process is attitude formation, she is likely to be in the stage of purchase decision in the decision-making process.
When a consumer's internal psychological process is attitude formation, she is likely to be in the stage of alternative evaluation in the decision-making process.

Question 10

In-depth interviews involve a structured questionnaire that includes numerous yes-or-no questions.
In-depth interviews include face-to-face situations in which an interviewer asks a consumer to talk freely in an unstructured interview using specific questions designed to obtain insights into his or her motives, ideas, or opinions.

Question 11

When a consumer interprets information in a manner that supports her own position, she is said to be engaging in selective retention.
Consumers engage in selective comprehension-interpreting information on the basis of their own attitudes, beliefs, motives, and experiences. They often interpret information in a manner that supports their own position.

Question 12

Learning occurs more slowly but lasts longer when a partial or intermittent reinforcement schedule is used and only some of the individual's responses are rewarded.
Learning occurs more slowly but lasts longer when a partial or intermittent reinforcement schedule is used and only some of the individual's responses are rewarded. Promotional programs have partial reinforcement schedules.

Question 13

An individual's perceptual processes usually focus on elements of the environment that are relevant to his or her needs and tune out irrelevant stimuli.
An individual's perceptual processes usually focus on elements of the environment that are relevant to his or her needs and tune out irrelevant stimuli. Two people may perceive the same stimuli in very different ways because they select, attend, and comprehend differently.

Question 14

While psychologists study consumer responses to advertising and other forms of communication in controlled settings, sociologists and anthropologists study behavior in context.
Whereas psychologists often study consumer responses to advertising and other forms of communication in controlled settings, where environmental variables can be kept constant, sociologists and anthropologists study behavior in context. For this reason, they often employ qualitative methodologies such as individual interviews, participant observation studies, and/or ethnographies.

Question 15

Those who relate psychoanalytic theory to consumer behavior believe that consumers know why they want the products they wish to buy.
Those who attempt to relate psychoanalytic theory to consumer behavior believe consumers' motivations for purchasing are often very complex and unclear to the casual observer-and to the consumers themselves. Many motives for purchase and/or consumption may be driven by deep motives one can determine only by probing the subconscious.

Question 16

The exact size of the evoked set varies from one consumer to another and depends on factors such as the importance of the purchase.
The exact size of the evoked set (sometimes referred to as the consideration threat) varies from one consumer to another and depends on such factors as the importance of the purchase and the amount of time and energy the consumer wants to spend comparing alternatives.

Question 17

When the consumer is in the stage of information search in the decision-making process, the relevant internal psychological process is motivation.
When the consumer is in the stage of information search in the decision-making process, the relevant internal psychological process is perception.

Question 18

Although problem recognition is caused by a difference between the consumer's ideal state and actual state, the problem does not always imply a negative state.
Problem recognition is caused by a difference between the consumer's ideal state and actual state. A discrepancy exists between what the consumer wants the situation to be like and what the situation is really like. The problem does not always imply a negative state.

Question 19

The more advertisers assess situational influences, the more likely they are to succeed in communicating with their target audiences.
To the degree that advertisers can assess situational influences that may be operating, they will increase the likelihood of successfully communicating with their target audiences. If advertisers can isolate a particular time when the listener is likely to be attentive, they will probably earn his or her undivided attention.

Question 20

Projective techniques are often the only way to get around stereotypical or socially desirable responses.
Focus groups and in-depth interviews are valuable methods for gaining insights into consumers' feelings, and projective techniques are often the only way to get around stereotypical or socially desirable responses.

Question 21

According to Abraham Maslow's hierarchy of needs, the most basic level of needs is:

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

Question 22

The desire to have satisfying relationships with others and feel a sense of love, affection, belonging, and acceptance is a reflection of _____ need.

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

Question 23

Which of the following is the most relevant internal psychological process associated with the problem recognition stage of the consumer decision-making process?

A)Employment status
B)Motivation
C)Assimilation
D)Dissociation
E)Internalization

Question 24

Which of the following statements describe a situation in which marketer-induced problem recognition was used?

A)Shopaholic, a clothing and accessories brand, sends newsletters to all its customers at the end of each summer, stating that their existing wardrobe might be out of style.
B)Ken purchases a cable to connect the DVD player to his TV after purchasing the DVD player.
C)Casey purchased Hair Care shampoo but switched to Rejuvenate shampoo when he found that the shampoo contained extensive chemicals.
D)Upgraded, an electronics store, recently sold goods at discounted prices to people who registered themselves on the company's website.
E)Patrick hurt his toe while jogging and realized that his sports shoes were torn.He went to the store to purchase a new pair of shoes.

Question 25

Marketers encourage _____ by introducing new brands into markets that are already saturated and by using advertising and sales promotion techniques such as free samples, introductory price offers, and coupons.

A)brand switching
B)brand extension
C)brand dilution
D)brand loyalty
E)brand retention

Question 26

Which of the following is the first stage of the consumer decision-making process?

A)Problem recognition
B)Internal search
C)External search
D)Selective exposure
E)Selective retention

Question 27

According to Abraham Maslow's hierarchy of needs theory, the highest level of needs is _____ need.

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

Question 28

Which of the following is the most relevant internal psychological process associated with the post purchase evaluation stage of the consumer decision-making process?

A)Motivation
B)Perception
C)Assimilation
D)Learning
E)Disintegration

Question 29

Which of the following is the most relevant internal psychological process associated with the alternative evaluation stage of the consumer decision-making process?

A)Motivation
B)Attitude formation
C)Assimilation
D)Integration
E)Differentiation

Question 30

_____ can be defined as the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires.

A)Consumer socialization
B)Consumer culture
C)Consumer behavior
D)Consumer retention
E)Consumer assimilation

Question 31

Robert, the CEO of a software company in Houston, has fulfilled his career goals. Therefore, he decides to retire and help eliminate societal problems. In order to achieve this, he starts a charitable organization that helps in educating underprivileged children. With respect to Maslow's hierarchy of needs theory, Robert is looking to fulfill his _____ need.

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

Question 32

Lower-level needs such as hunger and thirst are important to marketers because these needs:

A)are the hardest to satisfy.
B)are an ongoing source of motivation for most consumer purchase behavior.
C)require marketers to invest heavily on promotional activities.
D)offer marketers a basis for differentiating their products.
E)are the source for most market development and assimilation strategies.

Question 33

Robert, an automobile engineer, detects a strange noise emanating from the engine of his car. As he is an expert mechanic, he diagnosed that the car required a new fan belt. Which of the following stages of the consumer decision-making process is represented in this scenario?

A)External search
B)Post purchase evaluation
C)Problem recognition
D)Purchase decision
E)Alternative evaluation

Question 34

Which of the following is the most relevant internal psychological process associated with the purchase decision stage of the consumer decision-making process?

A)Externalization
B)Perception
C)Culturalization
D)Integration
E)Learning

Question 35

Which of the following is the most relevant internal psychological process associated with the information search stage of the consumer decision-making process?

A)Differentiation
B)Perception
C)Valuation
D)Amalgamation
E)Disassociation

Question 36

Psychoanalytic theory was pioneered by _____.

A)Abraham Maslow
B)Sigmund Freud
C)Ivan Pavlov
D)David McClelland
E)Victor Vroom

Question 37

Jack, a student, has applied for a job in one of the top private banks in the U.S. Jack feels securing a job with a private bank would fulfill his desire for steady employment. With respect to Maslow's hierarchy of needs theory, by securing a career in private banking, Jack is most likely to fulfill his _____ needs.

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

Question 38

_____ theory is an approach that deals with the structure and development of personality and focuses on the underlying motivations for human behavior.

A)Maslow's hierarchy
B)Psychoanalytic
C)Lamarckian
D)World-systems
E)Structuration

Question 39

With respect to motivation research, which of the following is a technique in which a small number of people with similar backgrounds and/or interests are brought together to discuss a particular product, idea, or issue?

A)In-depth interview
B)Delphi technique
C)Focus groups
D)Nominal group technique
E)Association tests

Question 40

Which of the following consumer behaviors leads them to seek different brands and try out various options?

A)Out of mind syndrome
B)Consumer assimilation
C)Consumer socialization
D)Novelty-seeking behavior
E)Consumer acculturation

Question 41

_____ is the ability to perceive a stimulus that is below the level of conscious awareness.

A)Selective conditioning perception
B)Observer bias
C)Lightness constancy
D)Subliminal perception
E)Stimuli interception

Question 42

Through the use of mnemonics, advertisers hope consumers will not engage in _____ when they see the advertisements.

A)selective rehearsal
B)selective bias
C)selective comprehension
D)selective retention
E)selective attention

Question 43

Before purchasing a car, John sought advice from his friends and researched for auto reviews on the Internet. He also visited car dealers and requested for a test-drive. In which of the following stages of the consumer decision-making process is John engaged?

A)Internal information search
B)External information search
C)Post purchase evaluation
D)Problem recognition
E)Evoked set manipulation

Question 44

Various brands of perfume use scented strips in their ads to influence _____ and to increase the probability that the ad will be perceived.

A)the consumer's level of sensory input
B)consumer personality
C)the internal information search
D)the consumer's cognitive dissonance
E)echoic memory

Question 45

Which of the following is true of the psychoanalytic theory?

A)It is generally considered to have ignored the early development of an individual.
B)It has been criticized for being unresponsive to the external environment.
C)It has proven to be extremely useful as it is structured and easy to administer.
D)It has been validated experimentally.
E)It places less emphasis on the unconscious.

Question 46

Symbols, rhymes, associations, and images that assist in the learning and memory processes are known as:

A)drives.
B)cues.
C)mnemonics.
D)trigger points.
E)memes.

Question 47

With respect to motivation research, which of the following is a face-to-face situation in which an interviewer asks a consumer to talk freely in an unstructured interview using specific questions designed to obtain insights into his or her motives, ideas, or opinions?

A)Focus group interview
B)Stress interview
C)Projective interview
D)Coolhunting
E)In-depth interview

Question 48

While watching a basketball game on television, Ryan leaves the room during commercial breaks and returns only when the live broadcast returns. If he deliberately avoids viewing commercials, Ryan is likely exhibiting _____.

A)selective attention
B)selective exposure
C)selective comprehension
D)selective retention
E)selective recall

Question 49

The step of the perception process where consumers interpret information based on their own attitudes, beliefs, motives, and experiences is known as:

A)selective attention.
B)selective exposure.
C)selective comprehension.
D)selective retention.
E)selective conditioning.

Question 50

Which of the following is true of perception?

A)Perception is an external process.
B)Perception involves only one process-sensation.
C)Perception is an individual process.
D)Perception is independent of internal psychological factors.
E)The perceptual process is unaffected by the characteristics of a stimulus like its size and color.

Question 51

_____ is the stage of the consumer decision-making process whereby the individual scans information stored in memory to recall past experience and/or knowledge regarding various purchase alternatives.

A)Problem recognition
B)Internal information search
C)External information search
D)Alternative evaluation
E)Post purchase evaluation

Question 52

With respect to the consumer decision-making process, the stage that occurs immediately after the problem recognition stage is _____.

A)elaborative rehearsal
B)purchase decision
C)post purchase evaluation
D)information search
E)goal-directed selection

Question 53

In the context of motivation research, _____ are efforts designed to gain insights into consumers' values, motives, attitudes, or needs that are difficult to express or identify by having them project these internal states upon some external object.

A)projective techniques
B)focus interviews
C)assimilation techniques
D)association tests
E)subliminal tests

Question 54

James, an interviewer, instructs Lily to respond to his questions with the first thing that comes to her mind. James provides Lily with several stimuli such as words, pictures, and ads. With respect to motivation research, James is using a(n):

A)predictive test.
B)in-depth interview.
C)association test.
D)focus group.
E)projective techniquE.In the above scenario, James is using an association test.Association test is a technique in which an individual is asked to respond with the first thing that comes to mind when he or she is presented with a stimulus; the stimulus may be a word, picture, ad, and so on.

Question 55

Which of the following best defines perception?

A)It is an associative learning process which helps in associating a product or service with a favorable emotional state.
B)It is the process of presenting a new production process or product into the market and promoting the same to prospective customers.
C)It is the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world.
D)It is an intense emotional response of a consumer when he realizes that a repressed conflict is about to emerge into consciousness.
E)It is a situation that arises when a consumer's prior product knowledge and buying behavior gets distorted and leads to illegal buying situations.

Question 56

Critics of psychoanalytic theory believe any results from motivation research are unusable because:

A)the results are too predictable.
B)the theory is too sensitive to external environmental stimuli.
C)the research relies heavily on latter individual development.
D)the theory is too vague.
E)the research lacks flexibility.

Question 57

Which of the following is the first step in the selective perception process?

A)Selective attention
B)Selective comprehension
C)Selective integration
D)Selective exposure
E)Selective retention

Question 58

Which of the following perception processes is the immediate, direct response to the taste, smell, touch, and hearing of stimuli?

A)Selection
B)Sensation
C)Assimilation
D)Disintegration
E)Interpretation

Question 59

While watching TV, James notices a series of truck ads as he wished to buy a new truck. However, he failed to notice several other ads including those promoting cosmetics, snack foods, and sodas. In this scenario, James is exhibiting _____.

A)selective attention
B)selective retention
C)selective exposure
D)selective assimilation
E)selective comprehension

Question 60

Ads that use telephone numbers that contain the company name are hoping to enhance:

A)selective sublimation.
B)selective bias.
C)selective determination.
D)selective retention.
E)selective understanding.

Question 61

Simplified decision rules such as "Always buy the largest size of the cheapest detergent" or "Only buy motor oil if the manufacturer is offering a rebate" are called:

A)mnemonics.
B)heuristics.
C)cognitions.
D)eruditions.
E)cues.

Question 62

Which of the following best defines an attitude?

A)It is defined as an intense emotional response of a consumer when he realizes that a repressed conflict is about to emerge into consciousness.
B)It is defined as a process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world.
C)It is defined as a situation that arises when a consumer's prior product knowledge and buying behavior gets distorted and leads to illegal buying situations.
D)It is defined as a summary construct that represents an individual's overall feelings toward or evaluation of an object.
E)It is defined as the process of presenting a new production process or product into the market and promoting the same to prospective customers.

Question 63

In its ads, The Coffee House stresses on consumers' overall emotional impression of the brand with an attractive slogan. Through this slogan, The Coffee House wants to convey that it sells exquisite and refreshing coffee to its consumers. It wants its consumers to purchase on the basis of this impression and not comparison. This is an example of a marketer using:

A)the affect referral decision rule.
B)the mirror image rule.
C)belief-bias effect.
D)bait-and-switch marketing.
E)non-qualitative evaluative criteria.

Question 64

_____ are the concrete outcomes of product or service usage that are tangible and directly experienced by consumers.

A)Functional consequences
B)Psychosocial consequences
C)Attribute bundles
D)Subjective consequences
E)Personal stimuli

Question 65

In terms of the alternative evaluation stage of the consumer decision-making process, how you feel when you wear new shoes, the perception of how others like your new hair style, and how a recent weight-loss makes you feel about yourself are all examples of:

A)functional consequences.
B)psychosocial consequences.
C)mnemonics.
D)heuristics.
E)physiological consequences.

Question 66

The various brands identified as purchase options to be considered during the alternative evaluation process are known as the consumer's:

A)perceptive list.
B)attribution list.
C)neutral list.
D)evoked set.
E)sublimation set.

Question 67

With respect to the alternative evaluation stage of the consumer decision-making process, how a golf cart handles, how the brakes on a bicycle work, and how well a stain remover eliminates dirt stains are all examples of:

A)functional consequences.
B)psychosocial consequences.
C)schedules of reinforcement.
D)subjective bundles.
E)physiological stimuli.

Question 68

Which of the following is considered to be a subjective evaluative criterion while purchasing an automobile?

A)Price
B)Warranty
C)Fuel Economy
D)Styling
E)Insurance cost

Question 69

During which stage of the consumer decision-making process are both functional and psychosocial consequences important considerations?

A)Problem recognition
B)Information search
C)Post purchase evaluation
D)Alternative evaluation
E)Observer bias

Question 70

Which of the following is an example of a functional consequence?

A)The need to order champagne to celebrate a birthday.
B)The desire to eat a pound of chocolate.
C)The feeling of euphoria that accompanies a purchase of a motorcycle.
D)The taste of buttered popcorn in a movie theater.
E)The joy of finding the perfect gift for a friend.

Question 71

With respect to the consumer decision-making process, which of the following stages can be considered as an immediate outcome of the alternative evaluation stage?

A)Information search
B)Problem recognition
C)Purchase decision
D)Post purchase evaluation
E)Elaborative rehearsal

Question 72

Which of the following is true of saliency of beliefs?

A)It provides insight into ways markets can stimulate consumer attitudes.
B)It helps consumers diagnose the underlying basis of marketers' attitudes.
C)It tends to vary across different consumption situations.
D)It does not vary among different market segments.
E)It generally stays stagnant over timE.Beliefs concerning specific attributes or consequences that are activated and form the basis of an attitude are referred to as salient beliefs.Marketers should identify and understand these salient beliefs and recognize that the saliency of beliefs varies among different market segments, over time, and across different consumption situations.

Question 73

_____ is a heuristic in which consumers make a selection on the basis of an overall impression or summary evaluation of the various alternatives under consideration.

A)Affect referral decision rule
B)Bait-and-switch advertising
C)Guerilla advertising
D)The mirror image rule
E)Cognitive appraisal theory of emotion

Question 74

Which of the following is true of a psychosocial consequence?

A)They are concrete outcomes of products.
B)They are intangible in nature.
C)They are directly experienced by consumers.
D)They lack subjectivity.
E)They are highly impersonal.

Question 75

Which of the following differentiates a functional consequence from a psychosocial consequence?

A)Functional consequences are concrete outcomes of a product, whereas psychosocial consequences are abstract outcomes.
B)Psychosocial consequences are directly experienced by a customer, whereas functional consequences are not.
C)Functional consequences are intangible, whereas psychosocial consequences are tangible outcomes.
D)Psychosocial consequences are bundles of product attributes, whereas functional consequences are bundles of service attributes.
E)Functional consequences deal with how a product makes you feel, whereas psychosocial consequences deal with tangible, concrete outcomes.

Question 76

During which stage of the consumer decision-making process are evoked sets and evaluative criteria relevant?

A)Problem recognition
B)Information search
C)Post purchase evaluation
D)Alternative evaluation
E)Purchase decision

Question 77

_____ are the dimensions or attributes of a product that are used to compare different alternatives.

A)Evaluative criteria
B)Salient beliefs
C)Dissonance motives
D)Attribute bundles
E)Reinforcement criteria

Question 78

Todd buys a fruit-based drink every afternoon. He either buys a Relish apple juice or an orange drink made by Joy Fruit Juices. He will not consider any other brand or type of soft drink because the two drinks make up his:

A)latent set.
B)brand attribution list.
C)natural selection list.
D)evoked set.
E)subliminal choices.

Question 79

Which of the following is considered to be an objective evaluative criterion while purchasing an automobile?

A)Image
B)Price
C)Styling
D)Performance
E)Color

Question 80

Which of the following is an example of a psychosocial consequence?

A)The taste of a soft drink.
B)The feeling of prestige associated with wearing a luxury watch.
C)The acceleration of an automobile.
D)The processing speed of a computer.
E)The firmness of a mattress.