Chapter 10 - Consumer Behavior

List and explain the four kinds of retail theming techniques.

1. Landscape themes—rely on association with images or nature. 2. Marketscape themes—build on associations with man-made places. 3. Cyberspace themes—build on images of information and communication technology. 4. Mindscape themes—draw on abstract ideas and concepts.

42) The personality of a retail store is also called ________. A) store image B) retail theming C) store theming D) store layout

A) store image

67) The pressure to conform that escalates as more and more group members "cave in" is called the ________ effect. A) polarization B) bandwagon C) loafing D) homophily

B) Bandwagon

A membership reference group is made up of idealized figures such as successful business people, athletes, or performers.

False

Why are modern industrialized societies dependent upon perceptions of time?

Modern societies are dependent upon a consensus perception of time. Meetings can be arranged with total strangers for a certain time and all participants will appear at the correct time. Transportation and media schedules can be drawn up and followed universally.

A retailer using a marketscape theme gives consumers the opportunity to enter into a world of fantasy (such as one where the person becomes a virtual hunter, race car driver, or fashion model) as they shop.

false

Impulse items such as candy or gum are placed near the checkout.

true

Consumers' physical and social environments have little to do with the motives that are constructed for product usage.

False

1) ________ includes a buyer, a seller, and a product or service and other factors. A) Seller consumption B) Buyer consumption C) Consumption situation D) None of the above

C) Consumption Situation

17) A buying decisions made by organizational buying is called ________. A) modified rebuy B) new buy C) straight rebuy D) all of the above

D) All of the above

86) Stephanie loves flea markets and garage sales. She spends most of her Saturday mornings going from one to another. About once a month, she holds her own garage sale just to get rid of some of the items she purchases during the month. Stephanie is actively engaged in ________. A) lateral cycling B) divestment cycling C) freecycling D) underground cycling

A) Lateral Cycling

68) Jeff had collected a nice wardrobe before graduating from college. All of his friends considered him "well dressed." After the first day at his new job, however, Jeff immediately went out and replaced most of his clothes with what was considered to be professional dress clothing. Jeff had just experienced the power of a new ________. A) reference group B) information cascade C) avoidance group D) brand community

A) Reference Group

64) A group composed of people that the consumer actually knows is called a(n) ________ reference group. A) aspirational B) tribal C) membership D) networked

C) Membership

11) A study found that women who engage in extensive information search and comparison shopping were most likely to select which of the following metaphors to express their perspective of time? A) Time is a pressure cooker. B) Time is a river. C) Time is a map. D) Time is a feast.

C) Time is a map

69) A company who uses the home shopping party method is ________. A) Amway B) Avon C) Mary Kay D) All of the above

D) All of the above

70) A garage sale is an example of what is called ________. A) the profit motive B) renewing C) casting away D) lateral recycling

D) Lateral Recycling

A typical utilitarian shopping motive is interpersonal attraction.

False

Explain the hedonic shopping motive "the thrill of the hunt."

The "thrill of the hunt" is a buying method in which consumers love to haggle and bargain, and even view the process as a sport.

12) The psychological dimension of time or how it is experienced is an important factor in what mathematical study? A) Polychromic activity B) Queuing theory C) Temporal tasking D) Physical metrics

B) Queuing Theory

A point-of-purchase stimuli is part of the purchase environment.

True

A typical antecedent state is product disposal.

False

A pop-up store is purposefully designed to come and go very rapidly.

True

Define the term "reference group" and explain the difference between a "membership reference group" and an "aspirational reference group."

A reference group is an actual or imaginary individual group conceived as having significant relevance upon an individual's evaluations, aspirations, or behavior. A membership group consists of people an individual knows; an inspirational reference group, on the other hand, consists of people and individual admires but does not know personally.

13) In general, people from which of the following cultures have typically been shown to wait the most patiently while standing in a long line? A) Asian B) French C) American D) Italian

A) Asian

6) Others who are present in a consumer's physical and social environment when purchases are made are called ________. A) co-consumers B) by-standers C) purchase competitors D) challengers

A) Co-Consumers

74) If a consumer admires the qualities of another person and copies his or her behaviors, the person that is copied is said to have ________ power. A) referent B) informational C) legitimate D) coercive

A) Referent

18) Most Americans will state that they are always rushed for time even though many people have opportunities for leisure. This perception is referred to as ________. A) time poverty B) the leisure paradox C) psychological time D) circular time

A) Time Poverty

16) A typical antecedent state that a consumer might experience as he or she approaches the purchase environment is ________. A) time pressure B) sales interactions C) product disposal D) point-of-purchase stimuli

A) Time Pressure

43) Tara was shopping for a new pair of shoes for work. The salesperson was very helpful and friendly, bringing Tara some styles she hadn't thought to try on but that she ended up really liking. Noticing Tara's University of Wisconsin tee-shirt, the salesperson said that she was a student there. Tara ended up buying three pairs of shoes rather than the one pair she had planned on. Tara's experience shows the effect of ________ on consumer behavior. A) salespeople B) atmospherics C) retail theming D) reward power

A) salespeople

Why does a typical casino have low ceilings, no windows, no clocks, and no straight aisles?

Answer: It is a matter of atmospherics. The casino is designed to attract all the senses of a gambler and to eliminate outside distractions. The low ceilings draw the customers' attention to the gambling floor and make the casino appear to be larger than it really is. There are no windows or clocks to remind the gambler of an outside world. The aisles are not straight, so the gambler must pass gambling machines and games on his or her way to any other location.

62) Which of the following is an example of utilitarian influence? A) An individual seeks information about various brands from a professional. B) An individual's decision to purchase a particular brand is influenced by the preferences of family members. C) An individual feels that the purchase of a particular brand will enhance the image others have of her. D) An individual seeks brand-related knowledge and experience from friends, neighbors, colleagues, and relatives who have reliable information about the brand.

B) An individual's decision to purchase a particular brand is influenced by the preferences of family members.

37) ________ is the conscious designing of retail space and its various dimensions to evoke certain effects in buyers. A) Pretailing B) Atmospherics C) Marketing-landscaping D) Store image

B) Atmospherics

63) The ________ influence is the reference group influence that helps the consumer make decisions about specific brands or activities. A) normative B) comparative C) selective D) coercive

B) Comparative

65) Political candidates who get the most media coverage are more likely to win elections because of the effect of ________ in determining one's set of referents. A) propinquity B) mere exposure C) group cohesiveness D) reference bias

B) Mere Exposure

10) A ________ orientation dimension distinguishes between people who prefer to do one thing at a time and those who have multitasking timestyles. A) social B) polychronic C) planning D) temporal

B) Polychronic

83) According to a survey, with respect to disposing of products, about two out of three people indicate that they could be classified as ________. A) pack rats B) selective savers C) excessive disposers D) compulsive recyclers

B) Selective Savers

8) Allison Chewie felt she was always pressed for time; she was feeling ________. A) time pressure B) time poverty C) psychological time D) social time

B) Time Poverty

71) Allen has a store that rents only formal wear to men, such as tuxedoes. Allen sells to a highly segmented market based on ________. A) product disposal B) usage situation C) mood D) sales interaction

B) Usage Situation

45) Julie Morgan loves to go into Springer's Old Country Gifts. It always smells like a field of spring flowers. The lighting gives all the products a warm glow, and the mood music is just perfect for casual browsing. After her visit to the store, Julie is always in a better mood. Springer's Old Country Gifts has attracted Julie with its ________. A) store position B) atmospherics C) subliminal clues D) marketscape theme

B) atmospherics

36) A store environment that has been made to resemble a living room where customers can relax, hang out with friends, or even learn is referred to as a(n) ________. A) marketscape B) being space C) mindscape D) activity space

B) being space

41) One of the most important in-store factors is the salesperson. This influence can be understood in terms of ________ theory, which stresses that each participant gives something to the other and hopes to receive something in return. A) gestalt B) exchange C) gemba D) satisfaction/dissatisfaction

B) exchange

72) Every summer, thousands of bikers converge on Sturgis, South Dakota, filling up every campground, motel, and hotel within miles of the city. This annual meeting is an example of a gathering of a(n) ________. A) normative clan B) consumer tribe C) maven network D) aspirational group

B)Consumer Tribe

4) A ________ includes a buyer, a seller, a product or service and other factors, such as how the physical environment makes one feel. A) post-purchase process B) purchase process C) consumption situation D) psychological situation

C) Consumption Situation

7) Which of the following is an unpleasant psychological state? A) Density B) Arousal C) Crowding D) Expectancy

C) Crowding

3) Which of the following is considered a post-purchase process? A) The shopping experience B) Mood C) Consumer satisfaction D) Shopping orientation

C) Customer Satisfaction

84) The steps that consumers practice to gradually distance themselves from things they treasure so that they can sell or recycle them are called ________. A) recycling instincts B) tangential cycling C) divestment rituals D) underground reinvestments

C) Divestment Rituals

85) Beth likes to volunteer at a local food bank. Because she once worked at a large supermarket and saw lots of food that had not been purchased, she arranged for a local store to give unsold items to the food bank. Beth was engaged in ________. A) lateral cycling B) divestment cycling C) freecycling D) underground cycling

C) Freecycling

73) Chet meets each Wednesday night at his local bookstore with a small group of computer enthusiasts. The group calls itself X-Hackers because at one time all of these select members were hackers. Today, members of the group have similar values and have pledged to stop computer hacking. Which membership factor best describes what brings this group together? A) Propinquity B) Mere exposure C) Group cohesiveness D) Avoidance

C) Group Cohesiveness

15) The perception of time is different in different cultures. It would likely be most accepted for employees to be paid by the hour in a culture with which of the following perceptions of time? A) River B) Map C) Pressure cooker D) Mirror Answer: C

C) Pressure Cooker

66) ________ are an actual or imaginary individual or group that significantly influences an individual's evaluations, aspirations, or behavior. A) Formal groups B) Informal groups C) Reference groups D) None of the above

C) Reference Groups

A(n) ________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior. A) opinion group B) demographic group C) reference group D) focus group

C) Reference group

9) Which dimension of psychological time includes the categorization of "time for me"? A) Temporal orientation dimension B) Planning orientation dimension C) Social dimension D) Polychromic dimension

C) Social Dimension

14) Wynona was impulsive. Her friends accused her of being calculating, but she thought of herself as simply an analytical thinker. She wanted what she wanted and tomorrow could take care of itself. Researchers would classify her as being a hedonic variety-seeker. Which of the following time metaphors would best capture Wynona's perspective of time? A) Time is a pressure cooker. B) Time is a map. C) Time is a feast. D) Time is a mirror.

C) Time is a feast

38) In a(n) ________, consumers participate in the production of the products or services they buy. A) pop-up store B) minipreneur shop C) activity store D) sharing site

C) activity store

44) Anna Jeter has a sudden urge she couldn't resist to buy a new purse; she was engaging in ________. A) unplanned buying B) point of purchase stimuli C) impulse buying D) none of the above

C) impulse buying

40) A coupon-dispensing machine in a grocery aisle and an employee handing out free samples of a new product are both examples of ________. A) pretailing B) retail theming C) shopping orientations D) POP stimuli

D) POP stimuli

2) According to the consumer behavior model presented in the text, the ________ includes the shopping experience, point-of-purchase stimuli, and sales interactions. A) antecedent state B) post-purchase process C) cognitive process D) purchase environment

D) Purchase Environment

61) Reference groups influence us in three ways. These influences include informational, utilitarian, and ________ dimensions. A) reputational B) descriptive C) knowledge D) value-expressive

D) Value Expressive

39) Hedonic shopping motives include ________. A) social experiences B) interpersonal attraction C) thrill of the hunt D) all of the above

D) all of the above

5) The day reconstruction method requires a respondent to ________. A) dispose of any unused product during a specified period of time B) keep a record of everything he or she recycles during the month C) try to remember what he or she did a month ago on the same day of the week D) keep a diary of everything he or she did during the day

D) keep a diary of everything he or she did during the day

35) Innovative merchants have turned to retail theming to provide new ways to stimulate and encourage consumers during their shopping experience. A retailer that used a simulated outdoor environment (such as a fishing pond with real fish) to attract outdoor enthusiasts to the retail store is using a ________ theme. A) marketscape B) cyberspace C) mindscape D) landscape

D) landscape

A general attitude toward shopping is called ________ A) shopping addiction B) shopping feeling C) shopping psychology D) shopping orientation

D) shopping orientation

A good metaphor for a women whose timestyles are spontaneous in their planning orientation and have a present focus is "Time is a mirror."

False

A normative community is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior.

False

A vending machine is a good illustration of a point-of-purchase display.

False

An individual's motivation to distance himself from a negative reference group is never as powerful as his motivation to please a positive group.

False

Clothing choices are often heavily influenced by the situation in which the consumer needs to wear them.

False

Customers are more likely to buy an inferior product now rather than wait for a better one if their culture thinks of times as a map rather than as a river.

False

Hedonic shopping is typically motivated by immediate needs.

False

When a retail customer senses a sudden urge that simply can't be ignored, the customer is experiencing unplanned buying.

False

If a retailer has decided to use a marketscape theme for its retail operations, the retailer's store images will be built on information and communications technology features.

Fslse

According to exchange theory, what might occur if a salesperson interacts with an assertive consumer?

In exchange theory, every interaction involves an exchange of value. Consequently, the salesperson must add some value to the customers' experience or customers would not seek out the service of a salesperson. The assertive consumer will most likely stand up for himself or herself in any discussion. If the salesperson says "this is a good value for you," implying that the customer should buy the item, the assertive customer will often say "I don't see the value in the product that you see" or "I'm not ready to make a commitment." The salesperson must show more value and meet the consumer's response in a positive and relational way.

In some environments, it is very difficult to dispose of used products. Explain what special types of disposal problems are created by densely populated areas and what type of business could be created in Manhattan, New York or Hong Kong that would take advantage of this difficulty.

In heavily populated areas more people live in high-rise housing with little storage area. At the same time, the public officials typically are stricter in policing the disposal of used products on the streets. The business would emphasize the post-purchase process heavily in such an environment. This would be especially true for any product that is large and bulky or very heavy. Consider mattresses as an example. A business that promises to deliver and remove mattresses would be very attractive under these conditions. Customers would be likely to pass up less expensive providers if they did not remove old mattresses.

Describe the concepts of normative influence and comparative influence among reference groups.

Normative influence occurs when the reference group helps to set and enforce fundamental standards of conduct. In contrast, comparative influence occurs when the group (because of its nature or expertise) impacts decisions about specific brands or activities.

Explain the queuing theory.

The queuing theory is a mathematical study of waiting in line. A consumer's experience when they wait has a big effect on their evaluation of what they get at the end of the wait.

According to the exchange theory, what "value" can a salesperson add to the interaction?

The salesperson can add value by: a. Giving information about the market or product b. Giving reassurance to a customer c. Providing a warm social environment for the interaction d. Personalizing promotions to fit the customer's own personality and buying styles e. Allowing for some customers to bargain and enjoy "the hunt" of shopping f. Hearing complaints and allowing customers to express dissatisfaction.

What two basic dimensions determine if a shopper will react positively or negatively to a consumption environment? What factors can affect a consumer's moods in the shopping environment that are a) under the control of the marketer and b) not under the control of the marketer?

The two dimensions are pleasure and arousal. Factors that can affect a customer's moods that are under the control of the marketer are store design, music, television, programming, and other factors specific to the consumer. Factors that are not under the control of the marketer are the weather, current events, or personal occurrences in the consumer's life.

Identify and describe the various temporal factors that might affect a consumer and his or her buying process.

Time is one of consumers' most precious resources. Consumers have two broad areas that are of concern. First is economic time. Time can be considered an economic variable; it is a resource that must be divided among activities. Consumers try to maximize satisfaction by allocating time to have the appropriate combination of tasks. An individual's priorities determine his or her time style. Many consumers today have time poverty. Second, the psychological dimension of time is an important factor in queuing theory (the mathematical study of waiting lines). A consumer's experience of waiting can radically alter his or her perceptions of service quality.

79) When shopping with others, some people are more likely to choose risky alternatives than they would be if shopping alone. This behavior occurs due to social power of groups.

True

A temporal factor is one that reflects sense of time.

True

Groups maintain fundamental standards of conduct through normative influence.

True

It would be difficult to sell consumers life insurance if their notion of time is like a mirror.

True

Most customers who experience an environment that is both pleasant and arousing will interpret it as an exciting environment.

True

Putting more and more people into the same marketing space will increase arousal in customers. This can be seen as either positive or negative, depending upon each customer's interpretation of this arousal.

True

The fact that some customers will pay three to four times as much as others to fly first class, even though the plane arrives at the same time for every passenger, demonstrates the importance of both the social and physical surroundings in the marketplace.

True

The likelihood that someone will belong to your reference group is enhanced if you and the person have propinquity.

True

The thrill of the hunt is considered a hedonic shopping motive.

True

Time poverty is creating opportunities for many new products that allow people to multitask.

True

Time poverty seems to be more a problem of perception than of fact.

True