Consumer Behavior Final (Chapters 8-11, 14-16, and 18) (quiz 5-12)

The long-term total influence of advertising and other marketer-provided information on consumer decision making and sales is nominal.

false

All of the brands thought of as potential solutions are known as the consideration set.

false

Committed customers are less likely to forgive a product or service failure.

false

Format refers to the placement of an object in physical space or time.

false

Functional performance relates to the physical functioning of the product.

false

For a period of time, Energizer Batteries used mock commercials for seemingly boring, mundane products. A few seconds into the mock commercial, viewers heard the distinctive drumbeat of the Energizer Bunny before it marched across the screen. Several viewers said that when they heard the drums, they looked at and attended to the commercial because they liked the bunny. However, over time, viewers stopped paying attention to the commercial. What theory suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less?

Adaptation level theory

Which of the following statements is FALSE regarding stimulus factors and attention?

Attention generally increases across repeated exposures, particularly when those exposures occur in a short period of time.

High-impact zones in print ads and other print documents tend to be more toward the bottom and right of the ad.

false

Hailey purchased furniture for her living room and spent quite a bit of money. After she purchased it, she started regretting that she spent so much and she wasn't sure she liked the furniture. To make herself feel better, she told herself that the other furniture she was considering really wasn't that good and probably would not last as long as the furniture she ended up purchasing. Which of the following is Hailey using to reduce her postpurchase dissonance?

Decreasing the desirability of rejected alternatives.

Given the following minimum standards (cutoff points) Price = 3, Quality = 4, and Ease of use = 3, which of the following computers would be chosen using the conjunctive decision rule? Correct!

Dell

meaning is the specific meaning assigned a word by a given individual or group of individuals based on their experiences, expectations, and the context in which the term is used.

Psychological

If purchase involvement is high, then enduring product involvement will also be high.

False

Which of the following is FALSE regarding ad avoidance?

Females are more likely to avoid ads than males.

Which of the following statements is FALSE regarding situational factors affecting attention?

Motivation and ability are two major situational factors affecting attention

Which of the following statements is true regarding consumer choice processes?

Motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made.

Which of the following statements is FALSE regarding problem recognition?

Only when the desired state is greater than the actual state will a problem exist.

is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process?

Problem recognition

_____ indicates motivation or interest in a specific product category, and it can be temporary or enduring.

Product involvement

_______________ involves incorporating brands into movies, television programs, and other entertainment venues in exchange for payment or promotional or other consideration, with the goal being to add realism to the scene, give subtle exposure to the brand, and influence consumers in an unobtrusive manner.

Product placement

continue to buy the same brand though they do not have an emotional attachment to it.

Repeat purchasers

Given the following information, which of the following compact disc players would be chosen using the elimination-by-aspects decision rule?

Sony and Pioneer would be considered further.

Which of the following is NOT a key element of relationship marketing?

Standardize the relationship across customers.

Marketing strategy that focuses only on creating awareness may be inadequate.

True

Problem recognition is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.

True

Stimulus characteristics affecting interpretation include traits, organization, and changes.

True

Skippy is a well-known brand of peanut butter that recently introduced a line of snack bars bearing the Skippy name. This is an example of

a brand extension

Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course of events?

active

What are the types of consumer problems?

active and inactive

Some people experience emotions more strongly than do others, which is a trait known as

affect intensity

Dawn and her two daughters went to see Pride & Prejudice at the movie theater. They all loved the movie and came out saying "we're so glad she married Mr. Darcy!" This movie provided them with

affective performance

Which of the following is a decision rule used by consumers?

all of the above

Which of the following is a primary source of information available to consumers?

all of the above

Which of the following is a source of increased customer profitability over time?

all of the above

Which of the following is often used as a surrogate indicator of quality?

all of the above

Ben is interested in golf, so he visits several golf-related websites, such as the USGA and the PGA. Unbeknownst to him, his surfing behavior is being tracked, and it's no accident that he receives several banner ads for golf products and destinations. This is called

behavioral targeting

A limited capacity for processing information is known as

bounded rationality

Which type of nominal decision is characterized by a fairly high degree of product involvement but a low degree of purchase involvement?

brand loyal decision

Which of the following is NOT a type of consumer decision making discussed in your text?

complex decision making

Which of the following is NOT a decision rule used by consumers?

conjoint

In which type of indirect measurement approach to measuring the relative importance of consumers' evaluative criteria are consumers presented with several descriptions of alternatives and asked to rank all of them in terms of his or her preference for those combinations of features?

conjoint analysis

Which decision rule establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards?

conjunctive

Experience, familiarity, social status, shopping orientation and product involvement are examples of which factor that influences the expected benefits and perceived costs of search?

consumer characteristics

Which type of sale occurs when one consumer sells a product directly to another with or without the assistance of a commercial intermediary?

consumer-to-consumer sale

Pamela likes to sew because it relaxes her. To her, it's like therapy. For Pamela, sewing represents which type of motive?

consummatory motive

Negative emotions or guilt feelings aroused by the use of a product or a service are referred to as

consumption guilt

Rebecca is a single woman in her 40s. She sold her Honda Civic and bought an Acura CSX, which is considerably more expensive. She was going to her brother's house with her mother, and she asked her mother to drive in her car instead of Rebecca's new one. She didn't want her brother to see that she had purchased an expensive car for herself. Rebecca was experiencing

consumption guilt

A latent problem is one of which the consumer is not aware.

false

To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement?

direct and indirect

Carl and his family purchased a new home, and the builder left half empty paint cans in the garage. Carl doesn't know what to do with them because he cannot put them out in the regular trash. Carl is concerned with which of the following with regard to the paint?

disposition

Which marketing strategy is appropriate if the brand is not part of the evoked set and the target market engages in nominal decision making?

disrupt strategy

Miles is considering the purchase of a new car. Price is the most important criterion for him, and he will only consider those models that do not exceed $20,000. Since several models satisfy this criterion, he then considers how each alternative performs with respect to gas mileage, and he will not consider any that get less than 20 miles per gallon in the city. Which decision rule is Miles using?

elimination-by-aspects

Affective performance can arise from only the symbolic dimension of product performance.

false

Carl is doing his homework and has the television on in the background. While it is on, several commercials aired. What stage of the information-processing model does this represent?

exposure

Which of the following stages of the information-processing model constitute perception?

exposure, attention, and interpretation

Which type of decision making involves an extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant postpurchase evaluation?

extended decision making

The right side of the brain is primarily responsible for verbal information, symbolic representation, sequential analysis, and the ability to be conscious and report what is happening.

false

Research shows that the most important search-related use of the Internet is

finding information

Savannah works at the front desk at a Marriott Hotel. If a guest has a complaint, she is empowered to make amends up to a certain amount without her supervisor's approval. Savannah is known as a

frontline employee E.primary employee

Campbell's soup used several advertising campaigns that stressed the benefits of soup in general. For example, one tagline used was "Soup is good food," and another was "Never underestimate the power of soup." Which type of problem recognition was Campbell's attempting to stimulate?

generic problem recognition

With the information provided by perceptual mapping the marketer can determine all of the following EXCEPT

how consumers will trade one evaluative criteria for another

Relative importance of a problem is determined by which of the following?

how critical the problem is to the maintenance of the consumer's desired lifestyle

Which of the following is NOT a source of increased customer profitability over time?

increased churn

Magazines, consumer groups, and government agencies represent which source of information?

independent sources

Which measurement technique used to assess consumers' evaluative criteria assumes consumers will not or cannot state their evaluative criteria?

indirect

Hannah asked her mother to buy her a certain brand of athletic shoes because that's what all the other kids are wearing at school. For Hannah, which type of motive is most likely underlying her request for that specific brand?

instrumental motive

Marla is bored with her cell phone. She wants to purchase a new one that has cool ring tones and can take a picture. She's not going to conduct a big search for a new phone as she's just going to consider a few others. Which type of decision making is this?

limited decision making

Which type of decision making involves recognizing a problem for which there are several possible solutions?

limited decision making

Susan actually knows quite a bit about some product categories that she doesn't actively seek out information concerning and doesn't even own. Which of the following is the most likely means by which she obtained this information?

low-involvement learning

Which information source is NOT actively acquired by consumers?

low-involvement learning

Sales personnel, websites, and advertising represent which type of information source?

marketing sources

What are the major individual factors affecting attention?

motivation and ability

Every winter, Laurie's skin becomes very dry and results in painful cracks in her skin on her fingers. Once this happens, Laurie remembers that Zim's Crack Cream works really well for this problem, so she stops at the store to pick some up. Which type of decision making has occurred?

nominal decision making

Which type of consumer decision making does NOT include alternative evaluation?

nominal decision making

An outlet or brand whose performance confirms a low-performance expectation generally will result in

nonsatisfaction

All EXCEPT which of the following nonmarketing factors affect consumers' desired state?

normal depletion

Gail was participating in a market research study, and she was given 20 pairs of brands of shampoo and asked to indicate which pair is most similar, which is second most similar, and so forth until all pairs were ranked. Which type of indirect measurement technique used to assess Gail's evaluative criteria does this represent?

perceptual mapping

The voluntary and self-selected nature of online offerings where consumers "opt in" to receive email-based promotions is often referred to as

permission-based marketing

Which indirect measurement techniques used to determine consumers' evaluative criteria allow the respondent to indicate the criteria someone else might use?

projective techniques

The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is known as

purchase involvement

Marriott Rewards customers earn points whenever they stay at any Marriott property. Louis is in this program, and he travels quite a bit because he works in sales. He usually stays at a Courtyard by Marriott, and when he walks into the lobby there is a sign by the desk welcoming him by name as well as other Marriott Rewards customers who might be staying there. This ongoing relationship between Louis and Marriott is an example of

relationship marketing

Rita is doing her family's grocery shopping and purchases ice cream. She's purchased Blue Bell ice cream before and purchases it again. She's not committed to this brand; it's just that she and her family like it. Which type of nominal decision is this?

repeat purchase decision

Kodak markets digital cameras and is aware that consumers search for information concerning this product on the Internet using one of the several search engines (e.g., Google). To ensure that Kodak appears on the first page of results, this company pays the search engine to become a sponsored link when consumers search the key words "digital camera." This is an illustration of

search engine optimization

An advertisement for Topol toothpaste, which is targeted at smokers and coffee and wine drinkers, stresses how this is the only brand that can remove the stains associated with these consumption behaviors. Which type of problem recognition is this marketer attempting to stimulate?

selective problem recognition

Cameron was searching the Internet for information on digital cameras. He went to a search engine (i.e., Google) and searched the key words "digital camera." Unbeknownst to him, several banner ads for brands and retailers of digital cameras appeared on the results page that were activated based on the terms he used in his search. These banner ads are known as

smart banners

Lisa has to check her e-mail frequently to delete the unsolicited messages she gets, typically for loans and prescription drugs. If she doesn't delete them, her inbox will fill up and e-mails that she wants to receive won't get through. This unsolicited e-mail is known as

spam

Unsolicited e-mail that is a major concern and irritant is known as

spam

Why must manufacturers design products with both the primary purpose and other potential uses in mind?

stringent product liability laws

Cost and performance features are examples of which type of evaluative criteria?

tangible

A metagoal refers to

the general nature of the outcome being sought

Which disposition alternative is the most widely used by consumers?

throw away

Affective choices tend to be holistic in nature.

true

Consumer motivation and ability are the major individual factors affecting attention.

true

Consumers continually recognize problems and opportunities, so internal and external searches for information to solve these problems are ongoing processes.

true

Consumers might experience guilt by the use of a product or a service.

true

Nominal decision making is sometimes referred to as habitual decision making.

true

One reason a consumer does an ongoing search is because the process itself is pleasurable to him or her.

true

The five primary sources of information available to consumers are memory, personal sources, independent sources, marketing sources, and experiential sources.

true

To which set do alternatives the consumer does not know about belong?

unawareness set

Customer relationship management (CRM) programs are

used to increase satisfaction, commitment, and retention of key customers

According to Nielsen, product placements on TV work best

when the characters praise the features of the brand & when an ad for the product appears during the commercial break