Question 1

There are approximately 1 billion people living in India. Only about 200 million of these people earn more than the equivalent of $1,000 per year. According to Maslow's hierarchy, most of the other 800 million Indian consumers are primarily addressing their __________ needs.
A) social
B) personal
C) psychological
D) esteem
E) physiological

Accepted Answer

Maslow's hierarchy of needs starts with physiological needs, which are the most basic needs that must be fulfilled for survival. These include things like food, water, shelter, and warmth. Therefore, the best answer is E - physiological needs.

Question 2

__________ refer(s) to the process by which consumers select, organize, and interpret information.
A) Attitude
B) Learning
C) Perception
D) Values
E) Consumption

Accepted Answer

Perception refers to the process through which consumers identify, organize and interpret information to create a meaningful picture of the world. This process is influenced by various factors such as personal experiences, motivation, values, and beliefs. Perception influences how individuals understand and react to marketing messages, products, and brands.

Question 3

Among the factors affecting the consumer decision-making process is / are __________, the way consumers spend their time and money to live.
A) lifestyle
B) conspicuous consumption
C) the demonstration effect
D) external validation
E) life standards

Accepted Answer

Lifestyle refers to the way consumers spend their time and money to live, and it has a significant impact on their decision-making process. Understanding a consumer's lifestyle can provide insights into their values, interests, and priorities, which can inform marketing strategies and product development. Factors such as income, geography, family structure, and social class can all influence a consumer's lifestyle.

Question 4

Marketers frequently design customer relationship management programs to
A) retain loyal customers.
B) attract consumers who have safety needs.
C) reinforce postpurchase cognitive dissonance.
D) increase internal information search.
E) improve profit margins.

Accepted Answer

Customer relationship management programs are designed to retain loyal customers by building strong relationships with them through personalized communication and experience. The ultimate goal is to increase customer loyalty, which leads to repeat business and higher profits.

Question 5

Maslow's hierarchy of needs includes physiological needs at the lowest level and self-actualization at the top. The three levels in between are
A) material goods, safety, and love.
B) community, family, and self.
C) safety, stability, and striving.
D) health, wealth, and happiness.
E) safety, love, and esteem.

Accepted Answer

The three levels in between physiological needs and self-actualization in Maslow's hierarchy of needs are safety, love/belonging, and esteem.

Question 6

Stuart wanted to impress Janet with the perfect engagement ring. He had been saving money for months, and he noticed his attitudes and perceptions about diamond rings changing as he began paying attention to ads for rings. Marketers call this process
A) consumer confidence building.
B) self-actualization.
C) a decision rule.
D) reducing prepurchase dissonance.
E) learning.

Accepted Answer

Stuart's changing attitudes and perceptions about diamond rings as he pays attention to ads is an example of learning, the process by which individuals acquire the knowledge and experience that they apply to future purchasing decisions.

Question 7

Marketers fear negative word of mouth because when consumers are dissatisfied, they
A) are less likely to say something than when they are satisfied.
B) often want to complain to many people.
C) buy more of the product to prove they were correct in their criticism.
D) often file a lawsuit.
E) don't buy any of the company's other products.

Accepted Answer

When consumers are dissatisfied, they often want to complain to many people, which can lead to negative word of mouth.

Question 8

Marketers are particularly interested in postpurchase behavior because it
A) involves both compensatory and noncompensatory consumers.
B) offers insights into information search methods.
C) avoids situational conflicts.
D) involves actual rather than potential customers.
E) involves both actual and potential customers.

Accepted Answer

Postpurchase behavior is significant to marketers as it involves actual customers who have already made a purchase, providing valuable insights into customer satisfaction, loyalty, and potential for repeat business.

Question 9

Postpurchase cognitive dissonance is especially likely for products that are
A) cheap, poorly made, and made of plastic.
B) personally valuable, antique, or foreign-made.
C) simple, easily copied, and new.
D) psychologically soothing, purchased impulsively, and part of a consumer's evoked set.
E) expensive, infrequently purchased, and associated with high levels of risk.

Accepted Answer

Postpurchase cognitive dissonance is most likely to occur with expensive products that are infrequently purchased and associated with high levels of risk. This is because the decision to purchase such products typically involves a significant investment of time, money, and emotional energy, which can lead to second-guessing and doubts after the purchase has been made. Additionally, these types of products often have a long-term impact on the consumer's life, which further increases the likelihood of cognitive dissonance.

Question 10

Learning refers to a change in a person's thought process or behavior that arises from
A) attitudes.
B) experience.
C) risk analysis.
D) cultural norms.
E) postpurchase dissonance.

Accepted Answer

Learning is a result of experience, which can include environmental factors, social interactions, and personal observations. Attitudes, risk analysis, cultural norms, and postpurchase dissonance may all influence learning but are not the direct cause of it.

Question 11

Apple computer users tend to like the company and love its products. Apple has nurtured this __________ component of its customers' attitudes.
A) social
B) affective
C) psychological
D) cognitive
E) physiological

Accepted Answer

The affective component refers to emotions and feelings towards a brand or product. The question suggests that Apple has cultivated positive emotions and affection in its customers, making option B the best choice.

Question 12

Though he has never owned a Jaguar, Jerry thinks they are poorly made and have many mechanical problems. For Jaguar to sell Jerry a car, the company would need to change the __________ component of Jerry's attitude.
A) social
B) affective
C) functional
D) cognitive
E) physiological

Accepted Answer

Jerry's attitude towards Jaguars is based on his belief about their poor quality and mechanical problems, which falls under the cognitive component of attitude. For Jaguar to change Jerry's attitude, they would need to change his belief about the car's performance, thus altering his cognitive component.

Question 13

Most firms maintain customer complaint services online, in the store, or over the telephone. Firms attempt to respond quickly to complaints, hoping to
A) get themselves into the universal set.
B) reduce the cost of postpurchase advertising.
C) minimize negative word of mouth and rumors.
D) extend decision rules to the customer complaint desk.
E) offset performance risk with financial risk.

Accepted Answer

By responding quickly to complaints, firms can minimize negative word of mouth and rumors. This can help reduce the damage to the firm's reputation and potentially retain the customer's loyalty. Additionally, addressing complaints in a timely manner can also prevent customers from taking further actions, such as leaving negative reviews or sharing their negative experiences on social media platforms.

Question 14

American visitors to the Indonesian island of Bali are often aghast when they see the sign for the Swastika resort. Americans associate the swastika symbol with Nazi Germany while Indonesians associate the symbol with the four major elements on Earth. The two groups have different
A) attitudes.
B) risk factors.
C) perceptions.
D) factual norms.
E) postpurchase dissonance.

Accepted Answer

The two groups have different perceptions of the swastika symbol, with Americans associating it with Nazi Germany and Indonesians associating it with the four major elements on Earth.

Question 15

After Sharon graduated from college, she found a steady and good-paying job, got married and began to raise a family, and began to receive recognition at work and in the community. Eventually, she began to devote more time and effort to intellectual and aesthetic pursuits. Sharon is moving up
A) the conventional morality life cycle.
B) the lifestyle achievement matrix.
C) the Consumer Validation Model.
D) Maslow's hierarchy of needs.
E) from an internal to an external locus of control.

Accepted Answer

Maslow's hierarchy of needs suggests that individuals have a series of needs that must be met before they can move on to fulfilling higher-level needs. The needs start with basic physiological needs, such as food and shelter, and move up to safety, love and belonging, esteem, and self-actualization. Sharon's progression towards intellectual and aesthetic pursuits would place her in the self-actualization stage, which is the highest level of need attainment in Maslow's hierarchy.

Question 16

Many teenagers, both male and female, have clothes they purchased in the past that they would not be caught dead in today. When they occasionally see those clothes hanging in the back of their closet, these teenagers probably feel
A) cognitive bias.
B) postpurchase cognitive dissonance.
C) psychological risk.
D) need recognition.
E) physiological risk.

Accepted Answer

The situation described is an example of postpurchase cognitive dissonance, where the purchaser experiences discomfort or inconsistency with a previous decision. In this case, the teenager may regret their choice of clothing and feel embarrassed that they ever wore it. This can result in the clothing being abandoned in the back of the closet, as they no longer want to associate themselves with that past decision.

Question 17

Negative attitudes are typically difficult for marketers to change because
A) most consumers' attitudes depend on prices.
B) consumers weigh performance risk against functional needs when assessing their attitudes.
C) attitudes are learned and long lasting.
D) attitudes shift consumers from limited to extended problem solving situations.
E) consumers' attitudes are derived from unchanging decision rules.

Accepted Answer

Attitudes are learned and long lasting, which makes them difficult to change. It takes time and effort to alter someone's attitudes, as they are deeply ingrained in their beliefs and values. Marketers need to use effective communication and persuasive techniques to influence attitudes, but it can still be a challenging process. Pricing may impact attitudes, but it is not the only factor, and attitudes are not necessarily derived from unchanging decision rules. Consumers' assessment of performance risk versus functional needs may also be a factor in attitude formation, but ultimately, C is the most accurate choice.

Question 18

Sometimes consumers have second thoughts after buying goods that are expensive, infrequently purchased, or associated with a high level of risk. This is an especially critical time for marketers, as their customers are dealing with
A) criteria reevaluation.
B) buyer's remorse.
C) competitive leverage.
D) purchase uncertainty.
E) consumer vulnerability.

Accepted Answer

This situation is commonly referred to as "buyer's remorse," where consumers may feel regret or anxiety after making a purchase. Marketers need to address this by providing clear communication, reassurance, and support to alleviate any concerns or doubts their customers may have.

Question 19

A(n) __________ is a need or want strong enough to cause the person to seek satisfaction.
A) locus of control
B) motive
C) attitude
D) perception
E) learning curve

Accepted Answer

A motive is a driving force that compels a person to act in a certain way to satisfy a need or want. Therefore, a motive would be the best choice to fill in the blank.

Question 20

Jordana is buying a laptop computer to take on trips. Although she has looked at several brands, she refuses to buy a computer that weighs more than five pounds. Jordana is basing her decision on
A) a compensatory decision rule.
B) a noncompensatory decision rule.
C) habitual decision making.
D) social factors.
E) temporal factors.

Accepted Answer

Jordana's decision to only consider laptops under five pounds is an example of a noncompensatory decision rule, where she has a specific cutoff for a certain attribute and is not willing to compromise on it regardless of other attributes that may be desirable.

Quiz 6: Consumer Behavior

There are approximately 1 billion people living in India. Only about 200 million of these people earn more than the equivalent of $1,000 per year. According to Maslow's hierarchy, most of the other 800 million Indian consumers are primarily addressing their __________ needs.

__________ refer(s) to the process by which consumers select, organize, and interpret information.

Among the factors affecting the consumer decision-making process is / are __________, the way consumers spend their time and money to live.

Marketers frequently design customer relationship management programs to

Maslow's hierarchy of needs includes physiological needs at the lowest level and self-actualization at the top. The three levels in between are

Stuart wanted to impress Janet with the perfect engagement ring. He had been saving money for months, and he noticed his attitudes and perceptions about diamond rings changing as he began paying attention to ads for rings. Marketers call this process

Marketers fear negative word of mouth because when consumers are dissatisfied, they

Marketers are particularly interested in postpurchase behavior because it

Postpurchase cognitive dissonance is especially likely for products that are

Learning refers to a change in a person's thought process or behavior that arises from

Apple computer users tend to like the company and love its products. Apple has nurtured this __________ component of its customers' attitudes.

Though he has never owned a Jaguar, Jerry thinks they are poorly made and have many mechanical problems. For Jaguar to sell Jerry a car, the company would need to change the __________ component of Jerry's attitude.

Most firms maintain customer complaint services online, in the store, or over the telephone. Firms attempt to respond quickly to complaints, hoping to

American visitors to the Indonesian island of Bali are often aghast when they see the sign for the Swastika resort. Americans associate the swastika symbol with Nazi Germany while Indonesians associate the symbol with the four major elements on Earth. The two groups have different

After Sharon graduated from college, she found a steady and good-paying job, got married and began to raise a family, and began to receive recognition at work and in the community. Eventually, she began to devote more time and effort to intellectual and aesthetic pursuits. Sharon is moving up

Many teenagers, both male and female, have clothes they purchased in the past that they would not be caught dead in today. When they occasionally see those clothes hanging in the back of their closet, these teenagers probably feel

Negative attitudes are typically difficult for marketers to change because

Sometimes consumers have second thoughts after buying goods that are expensive, infrequently purchased, or associated with a high level of risk. This is an especially critical time for marketers, as their customers are dealing with

A(n) __________ is a need or want strong enough to cause the person to seek satisfaction.

Jordana is buying a laptop computer to take on trips. Although she has looked at several brands, she refuses to buy a computer that weighs more than five pounds. Jordana is basing her decision on