Question 1

Melanie and her daughter enjoy shopping together even if they do not purchase anything. For them, shopping is an end in and of itself, not just a means to an end. Which type of value are they experiencing?

Accepted Answer

Melanie and her daughter are experiencing hedonic value, which refers to the emotional satisfaction and pleasure that comes from an experience, without necessarily focusing on any practical benefits or outcomes. Shopping together is pleasurable for them, even if they don't buy anything.

Question 2

What is the term for things that are unique to a time or place and that can affect consumer decision making and the value received from consumption?

Accepted Answer

Situational influences refer to factors that are unique to a particular situation, such as the time or place, and can affect consumer decision making and the value received from consumption. These factors may include the physical environment, social context, time constraints, and other situational factors that can influence consumer behavior.

Question 3

Every Disney employee is thought of and trained to be a host or hostess with the express goal of making sure all guests feel good when they are there. Which term refers to the feelings that visitors experience while they are at Disney and long after they've left?

Accepted Answer

Affect refers to the feelings and emotions experienced by individuals, which can be positive or negative. In this case, Disney is focused on creating a positive affect in their guests, both during their visit and after they leave, to enhance their overall experience.

Question 4

Which term refers to a personal assessment of the net worth obtained from an activity?

Accepted Answer

The term "value" refers to the personal assessment of the net worth obtained from an activity, which means the perceived worth or usefulness of the outcome of an activity. The other choices, such as "prestige," "quality," and "effort," are not directly related to an assessment of net worth. Prestige refers to reputation or social status, quality refers to the grade or level of excellence, and effort refers to the amount of work or energy expended toward an activity.

Question 5

Hannah believes that Mac computers are better than Windows-based computers because they are not as vulnerable to computer viruses. Which psychological element is represented by Hannah's thinking or mental process?

Accepted Answer

Hannah's belief about the superiority of Mac computers is a result of her cognitive processes, specifically her beliefs and understanding about the vulnerability of different computer systems to viruses.

Question 6

Which environment includes the people and groups who help shape a consumer's everyday experiences?

Accepted Answer

The social environment includes the people and groups who help shape a consumer's everyday experiences, such as family, friends, colleagues, and cultural or religious communities.

Question 7

Which of the following is NOT an example of benefits received from consumption?

Accepted Answer

Benefits received from consumption include quality, convenience, and prestige, as they enhance the satisfaction or status of the consumer. Effort, on the other hand, refers to the work or energy expended by the consumer and is not a benefit received from consumption.

Question 8

Which type of influences occur inside of the mind and heart of the consumer and influence value?

Accepted Answer

Internal influences occur inside the mind and heart of the consumer, including their personal beliefs, attitudes, perception, motivation, values, and lifestyle. They play a significant role in shaping consumer behavior and creating value. The other options, including innate, social, and personal influences, may also affect consumer behavior, but they do not happen solely inside the consumer's mind and heart.

Question 9

What term refers to the characteristic traits of people including personality and lifestyles?

Accepted Answer

The term "individual differences" refers to the unique characteristics and traits of people, including their personality, lifestyles, values, attitudes, and behaviors. It recognizes that every individual is different and has distinct experiences, history, and biology that shape who they are. Understanding individual differences is crucial for many fields, including psychology, sociology, education, and marketing, as it helps to explain why people behave differently in similar situations and how to cater to their needs and preferences.

Question 10

Which type of value is the immediate gratification that comes from experiencing some activity?

Accepted Answer

Immediate gratification is associated with hedonic values, which emphasize pleasure seeking and the experience of positive emotions. Utilitarian values are concerned with the practicality or usefulness of an activity, end-state values focus on achieving specific outcomes, and process values prioritize the enjoyment of the activity itself.

Question 11

It is the day before Christmas and Mark has not even started shopping for gifts for his family. He rushes to the mall and buys the first things he sees. Which of the following is likely having the greatest impact on Mark's behaviour?

Accepted Answer

Situational influences refer to the immediate surroundings or environment that affect a person's behavior. In this case, Mark's rush to shop for gifts on the day before Christmas is likely due to situational factors such as the time constraint and urgency to find gifts, rather than social or socio-environmental factors, or hedonic factors (which refer to pleasure-seeking behavior).

Question 12

Which term refers to the feelings that are experienced during consumption activities or associated with specific objects?

Accepted Answer

Affect refers to the emotions and feelings experienced during consumption activities or associated with specific objects.

Question 13

Which of the following improves when a consumer realizes high value from an exchange with a company?

Accepted Answer

Relationship quality improves when a consumer realizes high value from an exchange with a company. If the consumer perceives value in the exchange, they are more likely to continue doing business with the company and thus strengthen the relationship.

Question 14

Haley is a member of a sorority. She uses certain brands because they are popular with the others in her sorority. What are Haley's sorority sisters a part of as they influence her everyday experiences?

Accepted Answer

Haley's sorority sisters are a part of her social environment, as they are a group of individuals who share similar interests, values, and behaviors. They influence her everyday experiences by shaping her social interactions and the norms and expectations of her social group. Their preferences for certain brands are just one example of how they impact Haley's choices and decisions.

Question 15

What is the value equation?

Accepted Answer

The answer of What is the value equation?
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Question 16

Which type of value is derived from a product that helps a consumer solve problems and accomplish tasks?

Accepted Answer

Utilitarian value is derived from a product that helps a consumer solve problems and accomplish tasks, which is the case in the scenario given. Functional value is also related to solving problems, but it is more focused on the product's performance and features. Terminal and end-state values relate more to emotional or psychological benefits, rather than problem-solving.

Question 17

Which term refers to the thinking or mental processes that go on as we process and store things that can become knowledge?

Accepted Answer

Cognition refers to the mental processes such as thinking, perception, and memory that occur when we process and store information to become knowledge.

Question 18

What are two main types of value?

Accepted Answer

The two main types of value are utilitarian and hedonic. Utilitarian value relates to the benefits or usefulness of a product or service, while hedonic value relates to the emotional or sensory enjoyment that a product or service provides. Internal and external, personal and social, and primary and secondary are not the two main types of value.

Question 19

Josh needed new soccer cleats, so he visited several stores to find the right ones. He purchased a pair from Soccer Locker and was satisfied that his needs were met. Which type of value did Josh receive?

Accepted Answer

Josh received utilitarian value, as his purchase of the soccer cleats met his functional need of having the appropriate footwear for playing soccer.

Question 20

Which of the following is NOT an example of "what you give," or sacrifices, in the value equation?

Accepted Answer

Experience is not typically considered a sacrifice or something that you "give" in the value equation. The other choices (time, opportunity, and emotions) are often seen as things that individuals must give up or sacrifice in order to receive something of value.

Quiz 2: Value and the Consumer Behaviour Value Framework