Question 1

Tammi Soloft has itchy eyes and a stuffy nose, and suddenly becomes aware of many TV ads for allergy products that she never noticed before. This illustrates:

Accepted Answer

The answer of Tammi Soloft has itchy eyes and a...

Question 2

Which of the following statements about "hierarchy of needs" is FALSE?

Accepted Answer

While the hierarchy of needs suggests a general pattern for the order in which needs are satisfied, it does not necessarily mean that lower level needs must be completely satisfied before higher level needs can be pursued. The hierarchy of needs is more of a guideline than a strict rule.

Question 3

In the PSSP Hierarchy of Needs model, which level is illustrated by a Fidelity campaign on TV that proclaims its IRA is a sound investment for the future?

Accepted Answer

The Fidelity campaign on TV that proclaims its IRA is a sound investment for the future is illustrating the Safety needs level in the PSSP Hierarchy of Needs model, as it is addressing the individual's need for financial security and stability in the future.

Question 4

Which of the following is not a selective process used in gathering and interpreting information from the world around us?

Accepted Answer

Selective attention is a process used to focus on specific stimuli while ignoring others, not a process of gathering and interpreting information.

Question 5

Consumers remembering only what they want to remember is called:

Accepted Answer

Selective retention is when consumers only remember what they want to remember, which means they selectively retain information that is most relevant or significant to them. This can be influenced by their interests, needs, beliefs, and attitudes. As a result, marketers need to ensure that their messages are memorable and meaningful enough to break through this selective retention barrier.

Question 6

The fact that our eyes and minds seek out and notice only information that interests us is called:

Accepted Answer

The answer of The fact that our eyes and minds...

Question 7

In the PSSP Hierarchy of Needs model, which level is illustrated by a "Got Milk?" magazine campaign that encourages customers to drink more milk?

Accepted Answer

The "Got Milk?" campaign is aimed at fulfilling the physiological need for nutrition and sustenance, which is the first level in the PSSP Hierarchy of Needs model.

Question 8

______ refers to processes that screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs.

Accepted Answer

Selective perception refers to the cognitive process of selectively attending to and interpreting information that is consistent with existing attitudes and beliefs while ignoring or dismissing information that contradicts them. This process involves filtering, distorting, and interpreting incoming information in ways that align with pre-existing mental models, schemas, and worldviews. This can lead to confirmation bias, where individuals seek out, prioritize, and remember information that confirms their preconceptions and ignore or discount information that challenges them.

Question 9

When studying consumer needs, a marketer should:

Accepted Answer

All of the alternatives are correct. A product can be a want or a need depending on the consumer's perception, experience, and education. Understanding how a product can satisfy a set of needs is crucial for effective marketing. Finally, a marketer cannot create a need, but only identify and cater to existing ones.

Question 10

The California Dairy Association promotes its milk campaign with the popular tagline, "Got milk?" Here, the California Dairy Association's marketing effort focuses on satisfying what level in the hierarchy of needs?

Accepted Answer

The "Got milk?" campaign promotes the consumption of milk for its health benefits, aligning with the physiological level of needs in Maslow's hierarchy. This level includes the basic, fundamental needs for survival, including food and water.

Question 11

When consumers screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs, this is called:

Accepted Answer

Selective perception refers to the tendency of people to screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs. It occurs when a person is exposed to more information than they can process and they must filter out some information to focus on what's most relevant to them.

Question 12

Which of the following statements about "needs" is true?

Accepted Answer

All of the statements are true. Maslow's Hierarchy of Needs suggests that higher-level needs, such as self-actualization, may become dominant even if lower-level physiological and safety needs are not fully satisfied. Additionally, a particular product may satisfy multiple needs simultaneously, such as a car satisfying the need for transportation and status.

Question 13

While planning a vacation, Betty Jo visited the website of a package tour provider and closed a pop-up ad without even noticing what it was for. This is an example of

Accepted Answer

This is an example of selective exposure, as Betty Jo consciously chose not to pay attention to the pop-up ad and closed it without even noticing what it was for.

Question 14

Which of the following is NOT one of the selective processes?

Accepted Answer

The other four options (selective perception, selective exposure, selective retention) are all selective processes that involve the filtering and retention of information by individuals, whereas selective distribution refers to the process of choosing which distribution channels to use in marketing a product or service.

Question 15

Motivation theory

Accepted Answer

Motivation theory suggests that products often fulfill multiple needs simultaneously, addressing both lower-level and higher-level needs.

Question 16

A marketing manager who wants to apply the "hierarchy of needs" model should keep in mind that:

Accepted Answer

The hierarchy of needs model suggests that individuals have different levels of needs that must be satisfied in a specific order, starting with physiological needs such as food and shelter, followed by safety needs, social needs, esteem needs, and finally self-actualization needs. A marketing manager should keep in mind that different marketing mix strategies may be used to satisfy two or more levels of need in the hierarchy, depending on the target audience and their individual needs. It is not necessary to "create a need" through promotion, as individuals already have a natural inclination to satisfy their needs. Additionally, while social needs focus on psychological variables, physiological needs cannot be ignored as they are the most basic needs required for survival.

Question 17

The Cleveland Water Department promotes its safe water with a catchy tagline, "The label says Fiji because it's not bottled in Cleveland." Here, the Cleveland Water Department's marketing effort focuses on satisfying what level in the hierarchy of needs?

Accepted Answer

The answer of The Cleveland Water Department promotes its safe...

Question 18

_____ refers to how we gather and interpret information from the world around us.

Accepted Answer

Perception refers to the process by which individuals select, organize, and interpret information from their sensory organs to give meaning and order to the world around them. Retention refers to the process by which individuals store and retrieve information. Attitude refers to an individual's evaluation of a product, service, or other object. Learning refers to the process by which individuals acquire new knowledge or skills, typically through experience or instruction. Lifestyle analysis refers to the process by which marketers identify and target groups of consumers based on their shared values, attitudes, and behaviors.

Question 19

Carmela Sanchez is planning to buy a pair of running shoes. Recently, she has been noticing more Adidas advertising in magazines. This is an example of:

Accepted Answer

This is an example of selective exposure, as Carmela is actively seeking out or noticing advertising for a specific brand.

Question 20

When listening to music on the radio, many consumers automatically switch stations when commercials begin to run, and they search until they find another station that is playing music. This tendency is an example of:

Accepted Answer

Selective exposure refers to the tendency of individuals to choose only that information which they want to receive or select certain media outlets based on their personal preferences, interests, or beliefs. In this case, listeners are selecting the station that only plays music and switching away from stations that have commercials. Therefore, the best choice is A) Selective exposure.

Quiz 5: Final Consumers and Their Buying Behavior