Consumer Behavior Exam 1

_____ means coming into physical contact with a stimulus. Inference Motivation Ability Opportunity Exposure

Exposure

_____ is the process of determining the properties of stimuli using vision, hearing, taste, smell, and touch. Grouping Perception Zipping Habituation Zapping

Perception

Which of the following is a way of disposing of an offering permanently? Buying Borrowing Finding Selling Leasing

Selling

Problem recognition occurs when we: form an attitude. purchase an offering. expose ourselves to persuasive information. realize that we have an unfulfilled need. categorize information in a schematic framework.

realize that we have an unfulfilled need.

Consumers are most likely to be exposed to ads: that are placed below their eye level at stores. that appear low on an Internet search list. within TV programs that interest them. for product categories they do not use. when they engage in zipping.

within TV programs that interest them.

_____ is the pigment contained in a color. Hue Saturation Lightness Chroma Tone

Hue

_____ covers motivation, ability, and opportunity; exposure, attention, perception, and comprehension; memory and knowledge; and attitudes about an offering. The psychological core The process of making decisions The consumer's culture Consumer behavior outcomes Behavior within a firm

The psychological core

Saturation is also called _____. hue depth lightness chroma tone

chroma

Which of the following is a type of perceived risk? Performance risk Recognition risk Information risk Literacy risk Business risk

Performance risk

_____ is the process of systematically managing consumers' perception and experiences of marketing stimuli. Habituation Comprehension Skipping Gaining exposure Sensory marketing

Sensory marketing

Which of the following strategies can help overcome consumers' habituation to stimuli? Including abstract stimuli Avoiding the use of competing stimuli Avoiding contrasting stimuli Altering marketing stimuli periodically Avoiding prominent stimuli

Altering marketing stimuli periodically

_____ occurs when a consumer must choose between two or more equally desirable options that fulfill different needs. Approach-avoidance conflict Approach-approach conflict Close-ended contradiction Open-sided contradiction Preventive contradiction

Approach-approach conflict

_____ reflects the amount of mental activity a consumer devotes to a stimulus. Exposure Attention Ability Motivation Opportunity

Attention

In the context of consumer behavior, identify a true statement about attention. Attention is limited. Preattentive processing happens with focal attention. Focal attention occurs in peripheral vision. Attention is undivided. Habituation increases the attention-getting ability of marketing stimuli.

Attention is limited.

Which of the following statements is true of perceptual maps? The farther companies are to one another on the map, the more similar they are perceived to be. The closer companies are to one another on the map, the less likely they are to be competitors. Brands in the same quadrant of the map are perceived as offering similar benefits to consumers. Perceptual maps cannot be used to determine how offerings can be positioned. Perceptual maps are not depicted as graphs.

Brands in the same quadrant of the map are perceived as offering similar benefits to consumers.

_____ is the extent to which a stimulus is capable of being imagined. Novelty Concreteness Unexpectedness Prominence Habituation

Concreteness

Identify a true statement about the consumer behavior process. Consumers do not make decisions about where to consume various products. Culture does not influence consumers' acquisition, disposition, or usage behavior. Consumer behavior is a dynamic process. Finding a new use for a tangible product is a way to dispose of an offering temporarily. Lending represents one type of acquisition behavior.

Consumer behavior is a dynamic process.

Which of the following is a nonmarketing source of marketing stimuli? Salespeople Facebook messages Brand symbols Vine videos Consumer reviews

Consumer reviews

Identify a true statement about preattentive processing. It does not affect consumers' consideration of a product or brand. It does not expose consumers to brand names or make the brand names familiar. It leaves limited resources for attentive processing. Emotionally charged commercials negatively influence preattentive processing. Consumers devote just enough attention to an object in peripheral vision to understand it.

Consumers devote just enough attention to an object in peripheral vision to understand it.

Which of the following statements is true of consumers' perceptions? Images located near the package top add to the perception of a product as "heavy." Consumers perceive that packages in eye-catching shapes contain more of a product. All consumers possess the same ability to label odors. When consumers taste foods with a hard or rough texture, they associate the foods with fat. Reaction to touch in sales situation is the same across cultures.

Consumers perceive that packages in eye-catching shapes contain more of a product.

Which of the following statements is true of subliminal perception? Consumers' attention is directed squarely at the stimulus that is presented subliminally. Consumers involved in subliminal perception are exposed to an ad in their peripheral vision. Subliminal stimuli are presented for a very long time so that consumers easily perceive them. Consumers process information which is outside the focus of their attention. Subliminal perception is also called preattentive processing.

Consumers' attention is directed squarely at the stimulus that is presented subliminally.

_____ refers to any aspect of a situation that diverts consumers' attention. Reasoning A comprehensive pause An opportunistic pause Distraction Cognition

Distraction

_____ is a consumer's experience of being motivated with respect to a product or service, or decisions and actions about these. Simulating need Felt involvement Service positioning Implied marketing Risk perception

Felt involvement

Which of the following statements is true of focal attention? Consumers process information which is outside the focus of their attention. Information is processed in peripheral vision during focal attention. Focal attention happens when consumers focus on a stimulus. Limited attentional resources are devoted to focal attention. Consumers' focal attention is unlimited.

Focal attention happens when consumers focus on a stimulus.

_____ are a particular end state or outcome that a person would like to achieve. Subjective needs Values Goals Societal ethics Brand loyalties

Goals

Which of the following is an impact of changes in the aesthetic qualities of a product or package? Products that use diagnostic colors contribute to low attention and perception. Images located near the package top or on the left side add to the perception of a product as "lighter." Consumers perceive that packages in eye-catching shapes contain less of a product. Consumers may "downsize" their order when a product is enlarged along only one dimension. Consumers may "supersize" their order when the product is enlarged along all dimensions.

Images located near the package top or on the left side add to the perception of a product as "lighter."

Which of the following statements is true of consumer behavior? It is limited to the study of how consumers buy products. It reflects the actions of a single consumer rather than a group of consumers. It is related to how consumers make acquisition decisions rather than disposition decisions. It deals with the purchase of tangible goods but not services. It affects decisions about managing debt.

It affects decisions about managing debt.

Which of the following statements is true of perceived risk? It is high when positive outcomes are unlikely. It is high when an old service or product is offered. It is high when an offering has a low price. It is high when an offering is technologically simple. It is high when negative outcomes are likely.

It is high when negative outcomes are likely.

Which of the following is a way to get rid of an offering temporarily? Finding a new use for the offering Lending the offering Throwing away the offering Sending the offering to a recycling center Giving the offering away

Lending the offering

Which of the following statements is true of nonfocal attention? Information processing cannot take place during nonfocal attention. Nonfocal attention happens when consumers focus on a stimulus. Consumers are aware of engaging in nonfocal attention. Consumers' nonfocal attention is not divided. Limited attentional resources are devoted to nonfocal attention.

Limited attentional resources are devoted to nonfocal attention.

____ is defined as "an inner state of activation," with the activated energy directed to achieving a goal. Motivation Persistence Ability Endurance Revival

Motivation

Which of the following statements is true of the original Maslow's hierarchy? Needs are not always ordered exactly as in this hierarchy. Lower-order needs are always fulfilled before higher-order needs. Ordering of needs are always consistent across individuals or cultures. The hierarchy takes into consideration the intensity of needs. The hierarchy considers the resulting effect on motivation.

Needs are not always ordered exactly as in this hierarchy.

In the context of touch as a marketing stimulus, which of the following is a tactic to increase sales? Offering coupons Offering "scratch-and-sniff" ads Offering trial sizes Conducting contests Giving promotional deals

Offering trial sizes

Which of the following statements is true of using novel marketing stimuli? People do not like extreme novelty. Novelty does not attract consumers' attention. Novelty does not stand out from other stimuli. People easily forget novelty. Novelty is less easily understood.

People do not like extreme novelty.

_____ represents a somewhat higher, more meaningful level of processing than simply having stimuli register on consumers' sensory receptors. Source identification Selective exposure Perceptual organization Zipping Zapping

Perceptual organization

_____ refers to the extent to which buying, using, or disposing of an offering is perceived to have the potential to harm one's safety. Social risk Uncertainty risk Time risk Physical risk Performance risk

Physical risk

Which of the following statements is true of positioning? Positioning helps marketers identify consumers who have needs that are not being met. The desired image should reflect how a product is similar to the competition. Positioning helps consumers identify ways to dispose an offering. In a perceptual map, positioned brands share the same quadrant of other brands in the market. Positioning should suggest that the product is superior in one or more attributes valued by the target market.

Positioning should suggest that the product is superior in one or more attributes valued by the target market.

Which of the following statements is true of consumers' perception of vision? Seeing more pictures of products being compared helps consumers be certain about their choices. Consumers' sensory experiences of a product are not influenced by the shape of the packaging. Color preferences are not affected by gender. Products in the center visually attract more attention than products from the side of the shelf. Brighter light decreases affective intensity.

Products in the center visually attract more attention than products from the side of the shelf.

_____ is the intensity of stimuli that causes them to stand out relative to the environment. Abstraction Concreteness Ambivalence Prominence Habituation

Prominence

Which of the following statements is true of prominence in marketing stimuli? Movement decreases prominence. Making ads less cluttered decreases prominence. Decreasing the amount of space devoted to text within an ad increases prominence. Prominent stimuli habituate consumers. Prominent stimuli stand out relative to the environment because of their intensity.

Prominent stimuli stand out relative to the environment because of their intensity.

Which of the following statements is true of marketing communication? Word of mouth spreads fastest through traditional print media. Word of mouth is marketer-controlled. Word of mouth seems less credible to consumers than messages directly controlled by marketers. Sales promotions include premiums, contests, sweepstakes, free samples, coupons, and rebates. A perceptual map measures consumers' physiological and neurological responses to marketing communications.

Sales promotions include premiums, contests, sweepstakes, free samples, coupons, and rebates.

Which of the following is a disadvantage of using smell as a marketing stimulus? Smell does not entice consumers to try or buy a food product. Smell does not produce physiological and emotional responses in consumers. Consumers do not like products that mask aromas. Some consumers may dislike a product scent or find it irritating. Consumers do not perceive products through smell.

Some consumers may dislike a product scent or find it irritating.

_____ is the activation of sensory receptors by stimuli presented below the perceptual threshold. Preattentive processing Subliminal perception Habituation Motivation Organizational perception

Subliminal perception

_____ are needs that relate to the meaning of our consumption behaviors to ourselves and to others. Social needs Functional needs Non-social needs Symbolic needs Hedonic needs

Symbolic needs

_____ is the minimal level of stimulus intensity needed to detect a stimulus. Ambivalence The construal level The absolute threshold Credibility The subliminal level

The absolute threshold

Which of the following statements is true of consumers under time pressure to make a decision? They place less emphasis on negative information. They tend to be creative at coming up with novel solutions. They acquire limited information about a product or service. They place more emphasis on positive information. They process information very systematically.

They acquire limited information about a product or service.

Which of the following statements is true of attitudes? They do not change over time. They are conscious and definite choices. They always culminate in a purchase decision. They do not play a role in acquisition behavior. They do not always predict behavior.

They do not always predict behavior.

Which of the following is a reason why academics understand consumer behavior? They generate knowledge about consumer behavior when they conduct research focusing on how consumers act, think, and feel. They influence consumers as well as the targeted companies through strategies such as media statements and boycotts. They develop policies and rules to protect consumers from unfair, unsafe, or inappropriate marketing practices. They worry about companies tracking what consumers do online. They support an enforceable "do not track" mechanism that would allow consumers to opt out of online tracking systems.

They generate knowledge about consumer behavior when they conduct research focusing on how consumers act, think, and feel.

Which of the following statements is true of needs? They are cognitions that create inner value for consumers. They are deeper-level goals that reflect a high level of involvement. They create values that permanently motivate consumers. They reflect inner forces that create tension in individuals. They are effects that create outer value for consumers.

They reflect inner forces that create tension in individuals.

Which of the following statements is true of cord-cutters? They drop streaming services in favor of cable or satellite television subscriptions. They refrain from binge-watching multiple episodes of a series in quick succession. They view commercials but mentally block them out. They make it easy for marketers to plan for ad exposure. They tend to have different media habits.

They tend to have different media habits.

Which of the following statements is true of prevention-focused consumers? They are highly receptive to new products. They tend to be the target for marketers launching a new product. They are motivated to act in ways to achieve positive outcomes. They tend to preserve the status quo by staying with the option they know. They focus on hopes, wants, and accomplishments.

They tend to preserve the status quo by staying with the option they know.

Which of the following is a way to increase the prominence of ads? Maintaining low signal and high noise Reducing the size of ads Using dynamic, fast-paced action Reducing the length of ads Decreasing the amount of space devoted to text within an ad

Using dynamic, fast-paced action

Which of the following statements is true of color as a crucial factor in visual perception? Lightness of a color is also called chroma. Saturation refers to the depth of tone in a color. Warm colors generally encourage activity and excitement. Cool colors are appropriate in environments such as health clubs and fast-food restaurants. Softness is the pigment contained in a color.

Warm colors generally encourage activity and excitement.

Which of the following statements is true of acquisition behavior? Attitudes toward materialism, status, and self-concept do not play a role in acquisition behavior. Consumers tend to procrastinate in redeeming coupons and gift cards when deadlines are close. Ways of obtaining goods and services include renting, leasing, trading, and sharing. Disposition represents one type of acquisition behavior. Acquisition behavior of one customer cannot be linked with disposition behavior of another customer.

Ways of obtaining goods and services include renting, leasing, trading, and sharing.

_____ states that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different. Social identity theory Hofstede's law The theory of optimal simulation level Trait theory Weber's law

Weber's law

Which of the following statements is true of the influence of price on consumers' acquisition, usage, and disposition decisions? When making a purchase, consumers consider how much they must pay in relation to the price of other relevant brands. Consumers perceive prices that end in the number 0 to be cheaper than prices that end in 99. Consumers respond better to a discount presented as a specific amount of money subtracted from the regular price than to a discount presented as a percentage off the regular price. When buying multiple units of a service for one bundled price, consumers feel a great loss if they use only some of the units. Generally, consumers tend to underestimate how much others will pay for goods, particularly when they are selling a product they own.

When making a purchase, consumers consider how much they must pay in relation to the price of other relevant brands.

Buying, trading, bartering are examples of consumers engaging in _____. usage acquisition positioning repositioning white sales

acquisition

The process by which a consumer comes to own an offering is known as _____. usage disposition comprehension acquisition perception

acquisition

The advertising department of Locder Inc. has come up with a new set of advertising campaigns. The advertising manager determines the effectiveness of the new ads before they are broadcast. In this scenario, the advertising manager of Locder Inc. is involved in _____. advertising copy testing misleading advertising disposition perceptual mapping white sales

advertising copy testing

Perceived risk is the extent to which a consumer: has the fear of using a product. has planned the consequences of an action. has spent time using and considering a product or service. anticipates negative consequences of an action. considers the potential rewards of using a particular product or service.

anticipates negative consequences of an action.

A(n)_____ is the inner struggle about which offering to acquire when each can satisfy an important but different need. approach-avoidance conflict approach-approach conflict closed-sided contradiction open-sided contradiction avoidance contradiction

approach-avoidance conflict

Consumers pay more attention to things that: are subliminal. are low in signal. are habituated. are concrete. are more verbal than visual.

are concrete.

One reason why so many prices end in the number 9 is that they: increase the credibility of manufacturers. are easy to understand for consumers. enhance consumer perception of product quality. are perceived by consumers to be cheaper. are fixed by market demand as default.

are perceived by consumers to be cheaper.

Linda runs a small café. At the end of the day, she recycles all paper and plastic. In the context of consumer behavior, this is an example of _____. preattentive processing purchase behavior zapping disposition behavior zipping

disposition behavior

In the context of the different types of involvement, _____ exists when we show interest in an offering or activity over a long period of time. temporary involvement situational involvement enduring involvement affective involvement cognitive involvement

enduring involvement

Psychological risk reflects consumers' concern about the extent to which a product or service: causes them a high level of physical stress. may not fulfill a functional need. fits with the way they perceive themselves. leads to high levels of affective involvement. may not fulfill a hedonic need.

fits with the way they perceive themselves.

Novices are able to process information better than experts when the information is stated in terms of _____. general benefits discrete units precise features conventional beliefs specific attributes

general benefits

The process by which a stimulus loses its attention-getting abilities by virtue of its familiarity is known as _____. habituation comprehension perception gaining exposure sensory marketing

habituation

Personal relevance is something that: has an indirect bearing on the self. leads to lower or moderate levels of motivation. leads to a moderate inconsistency with prior attitudes. has potentially significant consequences or implications for our lives. allows us to know the enduring beliefs about what is right/wrong, important, or good/bad.

has potentially significant consequences or implications for our lives.

Consumers with a(n) _____ enjoy being involved in mentally taxing activities like reading and deeply processing information when making decisions. high need for cognition high optimum stimulation level low need for cognition low need for conation low need for perception

high need for cognition

Consumers with a(n) _____ tend to be involved in shopping and seeking brand information. high need for cognition high optimum stimulation level low need for cognition low need for conation low need for perception

high optimum stimulation level

Marketers can use _____ to uncover consumers' needs wherein they ask consumers to interpret a set of relatively ambiguous stimuli. scanner data direct observations indirect techniques physiological measurements electronic trackers

indirect techniques

An offering is a product, service, activity, or idea: that is acquired but not used by consumers. that is used but not acquired by consumers. marketed by a firm but not yet available in the marketplace. made available by a marketing organization to consumers. that is in the marketplace but not yet accepted by consumers.

made available by a marketing organization to consumers.

In the context of involvement, consumers can be involved with many different entities, which makes it important to identify the: object of involvement. degree of subjective involvement. specific emotions elicited by the involvement. enduring needs. situational needs.

object of involvement.

When consumers have the opportunity to be exposed to information about a product, they need to _____ and attend to information. dispose perceive develop attitudes form memories recognize problems

perceive

Chris wants to buy a new car. He watches a commercial of a DarnMotors car and has decided that he would like to test drive one of its latest models. He is probably motivated by the commercial because the information was: personally relevant. presented in a humorous way. based on what others thought of the car. moderately inconsistent with his prior attitudes. based on knowledge and experience.

personally relevant.

Cognitive style refers to a consumer's: decisions about brand choices, consumption, disposition, and spending. experience of being motivated with respect to a product or service. knowledge of and access to cultural resources. ability to accurately assess their physical resources. preferences for ways information should be presented.

preferences for ways information should be presented.

Understanding consumer behavior is crucial for _____ in developing policies and rules to protect consumers from unfair, unsafe, or inappropriate marketing practices. consumer cooperatives managers regulators reference groups advertisers

regulators

In the context of objects of involvement, consumers involved in certain decisions and behaviors are experiencing a(n) _____. objective response response involvement motivated reasoning rational involvement cognitive collaboration

response involvement

A survey has been conducted by different groups of marketers to find out the taste interests of cake lovers. The survey reveals that some groups of consumers like low-sugar cakes and other groups of consumers like rich, fondant cakes. In this scenario, marketers are most likely to use consumer needs, goals, or values to: create new requirements for consumers. create new marketing beliefs. heighten emotional awareness. segment the market. stimulate cognitions.

segment the market.

According to Maslow's theory, _____ is the need for self-fulfillment and enriching experiences. egoistic involvement self-contentment societal need physiological need self-actualization

self-actualization

Our view of who we are and the way we think others view us is referred to as: self-projection. consumer image. consumer projection. self-concept. ego imaging.

self-concept.

A stimulus can be made personally relevant by: using ads containing attractive models. showing people who are similar to the target audience in an ad. using extremely novel stimuli in an ad. including abstract stimuli rather than concrete stimuli. making customers get habituated to ads.

showing people who are similar to the target audience in an ad.

The external signs we use, consciously or unconsciously, to express our identity are known as _____. addictions inept sets inert sets attitudes symbols

symbols

Consumers' exposure to a brand is high when: the ads for the brand are aired right in the middle of a commercial break. the consumers do not use the brand. the brand is located at customers' waist-level at stores. the online ads for the brand are located near the content they want to focus on. the amount of shelf space allocated to the brand in stores is high.

the amount of shelf space allocated to the brand in stores is high.

Preattentive processing can be defined as: processing where most of the attentional resources are devoted to one thing. the higher-order processing activities. the nonconscious processing of stimuli. fast-forwarding through commercials on a program recorded earlier. switching channels during commercial breaks.

the nonconscious processing of stimuli.

Perceived risk can be associated with any product or service, but it tends to be higher when: the offering has a high price. the offering is old. a consumer confidently evaluates the offering. a lot of information is available about the offering. the opinions of others are not considered important.

the offering has a high price.

Disposable cameras were unsuccessful when they were launched in the market. Consumers doubted whether they could take good pictures. When disposable cameras were repositioned "for those who forgot their camera on vacation" or "for those who do not want to ruin their expensive camera on the beach or slopes," sales increased. This could be best thought of as a successful example of marketers understanding: how consumers dispose of cameras. why consumers acquire cameras. media marketing techniques. the limits of disposable optical engineering. the information search process.

why consumers acquire cameras.

Which of the following statements is true when consumers are highly motivated to achieve a goal?​ ​ They tend to evaluate information less critically. ​They devote little effort to processing information. ​They attempt to understand goal-relevant information. They use decision-making shortcuts. They put little effort in decision-making.

​They attempt to understand goal-relevant information.

Consumers tend to use decision-making shortcuts when they: ​ devote extra effort to process an information. are opportunistic. ​are less motivated. ​evaluate information critically. ​comprehend goal-relevant information.

​are less motivated.