Question 1

In terms of 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 grass stains are all examples of:
A)functional consequences
B)psychosocial consequences
C)bundles of attributes
D)service assessments
E)physiological stimuli

Accepted Answer

The examples given are all related to the functional consequences of the product, which refer to the practical benefits or drawbacks of using a product, such as its performance or effectiveness. Therefore, A - functional consequences is the correct answer.

Question 2

Every afternoon about 3 o'clock,Todd buys a cold drink.He either buys a Coca-Cola,or a Minute Maid lemonade.He will not consider any other brand or type of soft drink because the two drinks make up his:
A)decision criteria
B)brand attribution list
C)working model
D)evoked set
E)subliminal choices

Accepted Answer

Todd's consideration set only includes Coca-Cola and Minute Maid lemonade, so these two brands make up his evoked set.

Question 3

Leeanne is going to buy canned vegetables for her family's meals.Her evoked set would best be described as:
A)all brands of canned vegetables
B)all brands of canned vegetables that are not store brands
C)Del Monte and Stokely's canned vegetables because they are the only two brands she ever buys
D)any vegetable-fresh,frozen,or canned
E)whatever is stocked on her supermarket's shelves

Accepted Answer

An evoked set refers to the specific brands a consumer considers when making a purchase decision. In this case, Leeanne's evoked set consists of Del Monte and Stokely's, as they are the only brands she considers buying.

Question 4

Pet scans and MRI imaging measure chemical activity and/or changes in the magnetic fields of peoples' brains.Marketers are now using these scientific technologies to:
A)to see if American consumers respond to the use subliminal advertising.
B)learn how consumers make up their minds
C)support medical integrated marketing communications
D)offset negative images of marketing brainwashing consumers
E)all of the above

Accepted Answer

Pet scans and MRI imaging are being used by marketers to understand the decision-making process of consumers. This helps in creating more effective marketing campaigns and products that cater to the needs of the consumers. The other options are not relevant to the use of these scientific technologies in marketing.

Question 5

During which stage of the consumer decision-making process are evoked sets and evaluative criteria relevant?
A)problem recognition
B)information search
C)postpurchase evaluation
D)alternative evaluation
E)purchase decision

Accepted Answer

Evoke sets and evaluative criteria come into play during alternative evaluation stage of the consumer decision-making process. During this stage, consumers have identified a few options that could potentially meet their needs and are evaluating each option against their evaluative criteria to determine the best option to choose.

Question 6

_____ refer to specific events or outcomes consumers experience when a product or service is purchased and/or consumed.
A)Evaluative criteria
B)Attribute assignments
C)Dissonance motives
D)Consequences
E)Reinforcement criteria

Accepted Answer

Consequences refer to specific events or outcomes consumers experience when a product or service is purchased and/or consumed. Evaluative criteria refer to the standards a consumer uses to evaluate the attributes of a product or service, attribute assignments refer to the beliefs a consumer has about a product or service, dissonance motives refer to the discomfort or psychological tension that arises when a consumer holds conflicting beliefs or attitudes, and reinforcement criteria refer to the rewards or punishments a consumer associates with product or service usage.

Question 7

The various brands identified as purchase options to be considered during the alternative evaluation process are known as:
A)decision criteria
B)a brand attribution list
C)the working model
D)the evoked set
E)subliminal choices

Accepted Answer

The evoked set is the list of brands that a consumer considers during the alternative evaluation process. Therefore, the best choice is option D, which defines this term. Option A (decision criteria) refers to the factors that consumers consider when making a decision, while option B (brand attribution list) and option C (working model) are not commonly used marketing terms to describe the alternative evaluation process. Option E (subliminal choices) suggests a different concept altogether, where a consumer may make choices without being consciously aware of them.

Question 8

Symbols,rhymes,association and images that assist in the learning and memory processes are known as:
A)drives
B)cues
C)mnemonics
D)trigger points
E)persuaders

Accepted Answer

Mnemonics are memory aids that use symbols, rhymes, associations, and images to help in the learning and memory processes. They are helpful in recalling and retrieving information that has been learned. Drives, cues, trigger points, and persuaders do not specifically refer to memory aids or techniques.

Question 9

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 success that comes with the purchase of a Mercedes
D)the taste of buttered popcorn in a movie theater
E)the joy of finding the perfect gift for a friend

Accepted Answer

Functional consequences refer to the tangible, practical benefits or outcomes of using a product or service, such as the taste of buttered popcorn in a movie theater.

Question 10

_____ are the concrete outcomes of product or service usage that are tangible and directly experienced by consumers.
A)Functional consequences
B)Psychosocial consequences
C)Bundles of attributes
D)Service assessments
E)Physiological stimuli

Accepted Answer

Functional consequences refer to the practical and tangible outcomes of using a product or service, such as improved performance, increased efficiency, or cost savings. Psychosocial consequences refer to the emotional and social outcomes of product or service usage, such as increased self-esteem, social status, or enjoyment. Bundles of attributes refer to the various characteristics or features of a product or service, while service assessments refer to the evaluation of a service based on factors such as reliability, responsiveness, and empathy. Physiological stimuli refer to the physical sensations that result from using a product or service, such as pain relief or relaxation. Thus, the best choice is A.

Question 11

The gecko lizard in the Geico Direct insurance ads,the golden arches of McDonald's,and the Mr.Peanut character used by Planters' Peanuts are all examples of:
A)drives
B)cues
C)mnemonics
D)trigger points
E)persuaders

Accepted Answer

Mnemonics are symbols or images used to aid memory or association. In these examples, the gecko, golden arches, and Mr. Peanut character are all memorable and easily recognizable symbols used to associate with their respective brands.

Question 12

_____ are the dimensions or attributes of a product that are used to compare different alternatives.
A)Evaluative criteria
B)Attribute assignments
C)Dissonance motives
D)Consequences
E)Reinforcement criteria

Accepted Answer

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

Question 13

During which stage of the consumer decision making process are both functional and psychosocial consequences important?
A)problem recognition
B)information search
C)postpurchase evaluation
D)alternative evaluation
E)purchase decision

Accepted Answer

Alternative evaluation is the stage of the consumer decision-making process where the consumer evaluates the available options and considers both the functional and psychosocial consequences of each alternative. The consumer weighs the pros and cons of each alternative and evaluates which alternative best meets their needs and wants. Therefore, both functional and psychosocial consequences are important in this stage.

Question 14

Which of the following techniques can marketers use to ensure their brand is included in the consumer's evoked set?
A)Create top-of-mind awareness.
B)Use comparative advertising to encourage consumers to consider their brand along with market leaders.
C)Use point-of-purchase displays to draw attention to a brand in the store.
D)Use in-store sampling to encourage consumers to try a brand.
E)Do all of the above.

Accepted Answer

All of the above techniques can be used to ensure that a brand is included in the consumer's evoked set. Creating top-of-mind awareness increases the likelihood that the brand will be considered, comparative advertising encourages consumers to compare the brand to market leaders, point-of-purchase displays draw attention to the brand in the store, and in-store sampling encourages consumers to try the brand. Using all of these techniques together can increase the chances that a consumer will consider the brand when making a purchasing decision.

Question 15

In terms of the alternative evaluation stage of the consumer decision-making process,how you feel when you wear new shoes,how you think others like your new hair style,and how a new weight-loss plan makes you feel about yourself are all examples of:
A)functional consequences
B)psychosocial consequences
C)bundles of attributes
D)service assessments
E)physiological stimuli

Accepted Answer

These examples are all related to the psychosocial consequences of alternative evaluation. The individual is considering how their choices will be perceived by others and how they will make them feel about themselves. Functional consequences relate more to the actual performance or practical use of the product or service, while psychosocial consequences are more related to the individual's emotions, self-image, and relationships with others. Bundles of attributes are a set of characteristics or features that a product or service may have, service assessments are evaluations of the quality of a service, and physiological stimuli refer to physical sensations or reactions to a product or service.

Question 16

Which of the following could be an example of an evaluative criterion a parent might use to select a pediatrician for her children?
A)the location of the doctor's office
B)where the doctor attended medical school
C)how the doctor handles emergency situations
D)how compassionate the doctor seems
E)all of the above

Accepted Answer

Evaluative criteria are the standards and benchmarks used to assess options. All listed options (A-D) could be relevant criteria for a parent choosing a pediatrician, as they cover practical, professional, and personal aspects of care.

Question 17

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 Rolex watch
C)the acceleration of an automobile
D)the processing speed of a personal computer
E)the firmness of a mattress

Accepted Answer

The feeling of prestige associated with wearing a Rolex watch is a psychosocial consequence, as it relates to the social and psychological implications of the behavior (wearing the watch) rather than a physical attribute of the item itself.

The other options (A, C, D, E) all refer to physical attributes or performance characteristics of products and do not have direct psychosocial implications.

Question 18

The basis for subliminal advertising can be found in:
A)cognitive theory
B)psychoanalytic theory
C)behavioral learning theory
D)affective theory
E)multiattribute motivational model

Accepted Answer

Psychoanalytic theory suggests that individuals can be influenced by unconscious thoughts and desires. Subliminal advertising operates under the assumption that stimuli presented below the level of conscious awareness can still have an effect on behavior or attitudes.

Question 19

Ads reminding people to use the FEDEX by dialing 1-800-GOFEDEX are based on:
A)a subliminal technique
B)classical conditioning
C)reinforcement theory
D)a mnemonic
E)shaping

Accepted Answer

The ad is using a mnemonic, which is a memory aid that helps individuals remember information. In this case, the phone number 1-800-GOFEDEX is being presented in a memorable way to encourage individuals to use FEDEX for their shipping needs.

Question 20

According to those who believe in subliminal advertising,effective symbols,such as skulls and cross bones,phallic symbols and words such as "sex",are embedded in the ads.The use of these symbols to stimulate consumers' motives would receive support from _____ theory.
A)cognitive
B)reinforcement
C)behavioral learning
D)psychoanalytical
E)operant learning

Accepted Answer

The psychoanalytic theory suggests that unconscious motives and desires drive behavior. The use of symbolic images related to sex, death, and power can stimulate these unconscious desires, leading individuals to be more attracted to certain products. Therefore, the use of effective symbols in subliminal advertising receives support from the psychoanalytic theory.

Quiz 4: Perspectives on Consumer Behavior

In terms of 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 grass stains are all examples of:

Every afternoon about 3 o'clock,Todd buys a cold drink.He either buys a Coca-Cola,or a Minute Maid lemonade.He will not consider any other brand or type of soft drink because the two drinks make up his:

Leeanne is going to buy canned vegetables for her family's meals.Her evoked set would best be described as:

Pet scans and MRI imaging measure chemical activity and/or changes in the magnetic fields of peoples' brains.Marketers are now using these scientific technologies to:

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

_____ refer to specific events or outcomes consumers experience when a product or service is purchased and/or consumed.

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

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

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

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

The gecko lizard in the Geico Direct insurance ads,the golden arches of McDonald's,and the Mr.Peanut character used by Planters' Peanuts are all examples of:

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

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

Which of the following techniques can marketers use to ensure their brand is included in the consumer's evoked set?

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

Which of the following could be an example of an evaluative criterion a parent might use to select a pediatrician for her children?

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

The basis for subliminal advertising can be found in:

Ads reminding people to use the FEDEX by dialing 1-800-GOFEDEX are based on:

According to those who believe in subliminal advertising,effective symbols,such as skulls and cross bones,phallic symbols and words such as "sex",are embedded in the ads.The use of these symbols to stimulate consumers' motives would receive support from _____ theory.