Question 1

On any given day,a person may be subjected to over 2,500 advertising messages but may only be aware of 10 to 20 of them.This is called:

Accepted Answer

Consumers use selective exposure to decide which stimuli to select (attend to)and which to ignore.

Question 2

The process that creates changes in behavior is called:

Accepted Answer

Learning is a process that creates changes in behavior,immediate or expected,through experience and practice.

Question 3

_____ occurs when consumers remember only information that supports their personal feelings or beliefs.

Accepted Answer

This is the definition of selective retention.

Question 4

A driving force that causes a person to take action to satisfy specific needs is called a(n):

Accepted Answer

Motives drive a person to take action to satisfy a need.

Question 5

Ralph played mediocre golf for over 20 years.Then he retired and vowed to improve his golf game by buying one of the new golf clubs that promise increased distance and have a $700 price tag.According to Maslow's hierarchy of needs,Ralph is most likely trying to satisfy his _____ needs.

Accepted Answer

Ralph is engaged in a self-improvement process.

Question 6

According to Maslow's hierarchy of needs model,the first needs most people would try to satisfy are their _____ needs.

Accepted Answer

The needs in order of lowest to highest are: physiological,safety,social,esteem,and self-actualization.

Question 7

Jan's twin sister Joan is a fantastic cook who makes wonderful homemade meals for her family.Jan cannot cook and wishes she could do the same.An ad for Stove Top stuffing promises "one box,three meal ideas,30 minutes." Jan makes a point of adding this item to her grocery list.According to Maslow's Hierarchy,this ad appeals to Jan's _____ needs.

Accepted Answer

Self-esteem needs include self-respect and a sense of accomplishment.

Question 8

Dennis Haysbert stars in Allstate ads reminding consumers that they could be in a car crash or another event requiring insurance.Hence the slogan "You are in Good Hands with All State." These ads focus on which of Maslow's needs?

Accepted Answer

Maslow's Hierarchy of Needs include physiological needs,safety needs,social needs,esteem needs,and self-actualization needs.The insurance company's selling point of safety is focusing on consumers' safety needs.

Question 9

Cassandra,an accounting major,read an article stating that accounting graduates are receiving the highest starting salary offers for business majors.The article also stated that marketing majors start with lower salaries but surpass all other majors' salaries within ten years.A week later Cassandra doesn't remember reading this last part of the article,just the first part.This is an example of:

Accepted Answer

Selective retention is the process whereby a consumer remembers only information that supports personal feelings or beliefs.

Question 10

_____ is the analytical technique used to examine consumer lifestyles and to categorize consumers.

Accepted Answer

Psychographic analyses assess consumers' activities,interests,and opinions to examine consumer lifestyles.

Question 11

Families of police officers often alter information they hear about officers who die in the line of duty.This _____ allows them to live and function without constant anxiety while their loved one is engaged in a potentially dangerous job.

Accepted Answer

Selective distortion involves changing or distorting the communication message to make the message seemingly agree with preconceived opinion.

Question 12

Which of the following is the minimum difference in a stimulus that the consumer will notice?

Accepted Answer

The threshold level of perception,which is the minimum difference in a stimulus that the consumer will notice,is sometimes referred to as the "just-noticeable difference."

Question 13

If an advertiser wanted to create ads for a restaurant that stimulate the self-actualization motivation,it would create ads that:

Accepted Answer

Self-actualization needs stress self-fulfillment and self-expression,or reaching the point in life at which "people are what they feel they should be."

Question 14

The slogan used by the manufacturer of Jaguar automobiles,"Don't dream it.Drive it." was intended to appeal to consumers':

Accepted Answer

The slogan indicates that the ownership of the car will allow the user to realize his or her full potential.

Question 15

The extent to which consumers use their current situation to guide their social behavior is called:

Accepted Answer

This is the definition of self-monitoring.

Question 16

Ranked from the lowest to the highest level,Maslow's hierarchy of needs model includes:

Accepted Answer

Maslow's hierarchy of needs model includes physiological needs (such as hunger and thirst) at the lowest level, followed by safety needs (such as shelter and security), social needs (such as love and belonging), esteem needs (such as respect and status), and self-actualization needs (such as personal growth and fulfillment). This order is from the lowest to the highest level of needs. Choice D is the only option that lists the needs in this correct order.

Question 17

Imagine life without that little spinning wheel icon to remind you that your computer is still searching for a web site or copying documents.Without this wheel consumers might think the computer had stopped working.This process in which consumers interpret this stimulus into a meaningful and coherent picture is called:

Accepted Answer

The process of selecting,organizing,and interpreting the stimuli that are bombarding consumers daily is called perception.

Question 18

A few years ago,Toro introduced a small,lightweight snowblower called the Snow Pup.Even though the product worked great,sales failed to meet expectations because consumers perceived the name to mean that the Snow Pup was a toy or too light to do any serious snow removal.This is how _____ can influence the consumer decision-making process.

Accepted Answer

Selective distortion is a process whereby a consumer changes or distorts information that conflicts with his or her feelings or beliefs.

Question 19

The process by which people select,organize,and interpret stimuli into a meaningful and coherent picture is called:

Accepted Answer

This is the definition of perception.

Question 20

When consumers change or distort information that conflicts with their feelings or beliefs,it is called:

Accepted Answer

This is the definition of selective distortion.

Quiz 6: Consumer Decision Making