consumer behavior final exam quizzes

Toyota offers a hybrid version of its popular Highlander mid-sized SUV. The advertising for this car features the positive benefits of owning a hybrid, but it fails to mention that the Hybrid is considerably more expensive than the conventional version of the model. This is an example of a(n)

one-sided message

The probability of a consumer experiencing postpurchase dissonance, as well as the magnitude of such dissonance, is a function of which of the following? 1. The degree of commitment or irrevocability of the decision. 2. The importance of the decision to the consumer. 3. The difficulty of choosing among the alternatives. 4. The individual's tendency to experience anxiety. 5. All of these choices are correct.

all of these choices are correct

Which of the following is a reason consumers give gifts? 1. social expectations 2. ritualized consumption experiences 3. to elicit return favors 4. as an expression of love and caring 5. All of these choices are correct.

all of these choices are correct

Quaker Oats contains zero milligrams of sodium. This is an example of what type of belief?

feature belief

Which of the following statements is true regarding moods? 1. Moods affect the consumption process, but they are not affected by the consumption process. 2. Positive moods have not been shown to affect shopping behavior. 3. Consumers do not actively try to manage their mood states. 4. Ad and brand attitudes are often influenced in a mood-congruent manner. 5. Moods are relatively stable states that are tied to a specific event or object.

Ad and brand attitudes are often influenced in a mood-congruent manner.

Online marketers attempt to simulate "touch" by creating a(n) 1. online simulated experience. 2. virtual direct experience. 3. enhanced content, such as videos for 4. experiential products. 5. ability to experience products in a virtual context. 6. All of these choices are correct.

All of these choices are correct.

True/False: A latent problem is one of which the consumer is not aware.

False

True/False: When a consumer's actual state is perceived as being greater than the desired state, recognition of a problem does not occur.

False

True/False: Consumer behavior occurs within four broad categories or types of situations: the communications situation, the purchase situation, the usage situation, and the social situation.

False; Disposal situation

True/False: A consumer can be neither satisfied nor dissatisfied.

True

True/False: For many products and services, there are wide variations in profitability across customers.

True

True/False: To better understand a consumer's behavior, we must know about the consumer, about the primary stimulus object, and about the situation.

True

Which of the following is the first step in the approach for developing situation-based marketing strategies? 1. Survey a large sample of consumers to better understand and quantify how the product is used and the benefits sought in the usage situation by the market segment. 2. Construct a person-situation segmentation matrix. 3. Develop and implement a marketing strategy for cells that offers sufficient profit potential given your capabilities. 4. Evaluate each cell in terms of potential. 5. Use observational studies, focus group discussions, depth interviews, and secondary data to discover the various usage situations that influence the consumption of the product.

Use observational studies, focus group discussions, depth interviews, and secondary data to discover the various usage situations that influence the consumption of the product.

The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant by changing the affective component of their attitude. Which of the following is an appropriate approach to achieve this objective?

Use positive music in their advertisements so that over time consumers will transfer the positive affect associated with the music to the restaurant.

Kim was participating in a group discussion centered on the participants' problems encountered while taking care of their hair. Which approach to problem identification is this?

activity analysis

Which approach to problem identification focuses on a particular activity such as lawn maintenance?

activity analysis

A(n) __________ is the way an individual perceives his or her feelings and situation to be at the present time.

actual state

SAM (Self-Assessment Manikin) is used to assess which component of attitude?

affective

Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives?

limited decision making

__________ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms.

message framing

Stan was feeling very tired and hungry in the mid-afternoon, so he ate a Snickers candy bar. Stan is attempting to manage his

momentary condition

Which of the following reflects temporary states of being rather than temporary states of mind? 1. moods 2. task definition 3. personality traits 4. momentary conditions 5. self-concept

momentary conditions

Which type of appeal attempts to build a personality for the product or create an image of the product user?

value-expressive appeal

Factors such as information quality, navigation, price, merchandise availability, purchase process, and order tracking are part of which dimension in online satisfaction and dissatisfaction?

website design and interaction

What is the first decision a dissatisfied customer will make?

whether or not to take any external action

Kimberly-Clark is interested in mothers' emotional reactions to their Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in?

affective

Which of the following is an alternative once a consumer has decided to get rid of a product? 1. sell it 2. give it away 3. loan it to someone 4. throw it away 5. All of these choices are correct.

all of these choices are correct

Which of the following is an approach to problem identification? 1. activity and product analysis 2. human factors research 3. problem analysis 4. emotion research 5. All of these choices are correct

all of these choices are correct

__________ is the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers.

atmospherics

Brad was out of soft drinks in his dorm room, so he went to the store and purchased Coke. This is the brand he always buys, and he would not even consider purchasing another brand. Which type of nominal decision does this illustrate?

brand loyalty

Joyce will only drink Pepsi, and she feels an emotional attachment to it. That is the brand she was brought up on and is the one she continues to drink every day. Joyce is exhibiting

brand loyalty

Which component of attitudes consists of a consumer's beliefs about an object?

cognitive

Which of the following is not a type of consumer decision making discussed in your text? 1. complex decision making 2. extended decision making 3. nominal decision making 4. All of these choices are types of decision making. 5. limited decision making

complex decision making

Attitude components tend to be

consistent

Jon purchased an antique watch on eBay from another consumer. Which type of sale is this known as?

consumer-to-consumer sale

Eric booked a hotel through hotels.com. However, when he arrived at the hotel, they had no record of his reservation, and he was unable to get a room. He decided then that he would never use this service again. Which reason for changing providers does this represent?

core service failure

Which of the following factors is the most likely reason consumers change providers of a service? 1. ethical problems 2. service encounter failure 3. attraction by competitors 4. core service failure 5. pricing

core service failure

Walker and his wife have two children. They have purchased a new computer for their household every four years or so for almost 20 years. When Walker purchases a new one, usually for him to be able to work at home, one of his children will get the old one. However, they have a few old computers sitting in the attic and garage because Walker doesn't really know how to get rid of them. This is an example of which type of situation?

disposition situation

Which of the following is a negative emotion influenced by both the product (e.g., hearing aids, feminine hygiene products) and the situation? 1. disappointment 2. embarrassment 3. anger 4. fear 5. shame

embarrassment

Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments?

emotional ad

Which type of consumer decision making involves the evaluation of many attributes and alternatives and employs complex decision rules?

extended decision making

For which product is no disposition involved? 1. electronics 2. laundry detergent 3. clothing 4. soft drink 5. ice cream cone

ice cream cone

Which type of consumer problem is one of which the consumer is not aware?

inactive

Which dimension of product performance relates to the physical functioning of the product?

instrumental

Some consumers are highly susceptible to interpersonal influence, which is a

personality trait

Melanie lives in a small city that does not have a lot of the interesting retail stores. She and her two best friends take a trip twice a year to places such as Atlanta, Dallas, and Chicago to go shopping. It's so exciting for them to go in some of the stores because they are so unique, and they have only seen them online or in catalogs. Also, several cities now have lifestyle centers or town centers that are reminiscent of downtown in bygone days. All of the factors such as décor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the merchandise that Melanie and her friends make a special trip to experience comprise which situation characteristic?

physical surroundings

Which approach to problem recognition starts with a problem and asks respondents to indicate which activities, products, or brands are associated with (or perhaps could eliminate) those problems?

problem analysis

Tess noticed that she was almost out of shampoo. Which stage of the decision process will this observation activate?

problem recognition

Which of the following is not an alternative if a consumer decides to retain a product's package? 1. store it 2. use it for original purpose 3. recycle it 4. use it for a new purpose 5. All of these choices are alternatives in this situation.

recycle it

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

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

Service employees that are uncaring, impolite, unresponsive, or unknowledgeable will cause consumers to switch providers for which reason?

service encounter failure

Jessica and her friends are 16 years old and like to shop at Abercrombie & Fitch, which is a clothing store targeted to teens and young adults. They like to go in that store because there are usually some pretty cute guys working and shopping there. Even though there are some parents shopping with their teens, the other customers are usually teens like themselves. The other individuals present in this store represent the

social surroundings

Which of the following is a situational characteristic? 1. demographics 2. temporal perspective 3. package 4. social class 5. product

temporal perspective

The emotional response that owning or using the product or outlet provides is known as

affective performance

Which of the following is an approach used by marketers to increase consumers' affect toward their brand? 1. create a positive affect toward the ad or website 2. classical conditioning and create a positive affect toward the ad or website 3. classical conditioning 4. classical conditioning, create a positive affect toward the ad or website and mere exposure 5. mere exposure

classical conditioning, create a positive affect toward the ad or website and mere exposure

Which of the following are components of the physical environment? 1. internal and external influences 2. moods and momentary conditions 3. normal and expanded usage 4. utilitarian and hedonic product characteristics 5. colors, aromas, music, and crowding

colors, aromas, music and crowding

George has used the same company for his car and home insurance for over 20 years. Any claim he has made has been handled fairly and quickly. A major hurricane came through his area causing many individuals, including George, and business owners to lose everything. While he was hearing about so many insurance claim nightmares, he knew his company would come through because he trusts this company. George is an example of a(n)

committed customer

An advertisement for AT&T long distance telephone service split the screen in two and showed a person on each screen talking on the telephone. Below each person, there was a running total of the cost of the call. At the end of the commercial, the total cost on the AT&T side was lower than that for the Sprint side. This is an example of which type of ad?

comparative ad

__________ is the first strategy a loyal consumer uses when their favorite brand is attacked with negative information.

discrediting

In the United States, a man usually gives a woman a diamond ring for her to wear on her left-hand ring finger when they become engaged to be married. However, one diamond distributor has developed the idea that women should wear diamonds on their right hands as well. Marketing communications regarding the Diamond Right Hand Ring stress the independence of women and their ability to buy a diamond for themselves. One ad claims that a diamond on a left hand says "we," while a diamond on the right hand says "me." This diamond distributor is attempting to

expand the usage situation

The Smith's oldest daughter, Olivia, is a senior in high school. She has all "A's" and scored a 34 on the ACT. She is president of the debate team and the national honor society as well as a member of the cheerleading squad. Olivia wants to attend medical school, so both she and her parents are very concerned about which undergraduate school she attends. They have spent countless hours on the Internet examining universities, and they have already visited five campuses. For Olivia and her parents, which type of decision making does this represent?

extend decision making

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

What is the most common approach to discovering consumer problems?

intution

Which of the following also includes a situation-specific component? 1. brand image 2. personality 3. self-concept 4. involvement 5. demographics

involvement

Which of the following is true regarding the Net Promoter Score (NPS)? 1. it works well in all industries 2. it asks WOM questions 3. it calculates satisfaction scores 4. it is difficult to use 5. All of these choices are correct.

it asks WOM questions

Which of the following are antecedent states? 1. internal and external influences 2. colors, aromas, music, and crowding 3. normal and expanded usage 4. utilitarian and hedonic 5. moods and momentary conditions

moods and momentary conditions

Duane is attempting to determine consumers' attitudes toward his restaurant by asking them their beliefs about how his restaurant performs on several attributes, such as price, ambience, quality of the food, and friendliness of service. Consumers can rate his restaurant with a score of 1 to 7 for each of these attributes, with 7 being the highest. Duane adds up the scores to see how he performs, using the assumption that a higher total is better. At a basic level, which type of model is Duane using?

multiattribute attitude model

Which of the following is used to understand a consumer's cognitive component of attitude? 1. cognitive dissonance theory 2. multiattribute attitude model 3. attitude perception model 4. attitude consistency theory 5. attribution theory

multiattribute attitude model

Kellogg recently dropped Olympic swimmer Michael Phelps as a celebrity endorser. Kellogg's decision was based on

negative behavior involving the celebrity

Which type of consumer decision making only includes the stages of problem recognition, limited internal information search, purchase, and limited postpurchase behavior?

nominal decison making

Rod wasn't expecting much from the painters that came to his house. True to form, they did not do a good job and confirmed his low-performance expectations. Rod is most likely experiencing

nonsatisfaction

All except which of the following nonmarketing factors affect consumers' desired state? 1. reference group 2. household characteristics 3. normal depletion 4. culture 5. financial status/expectations

normal depletion

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

Carmen is double majoring in fashion merchandising and graphic design in college. When she graduates, she wants to design the physical environment of retail stores, particularly those in women's fashions. She wants to create environments that create specific mood responses in shoppers. Which field best describes what Carmen wants to do?

retail atmospherics

True/False: Determining how products are currently used across situations can help the marketer develop appropriate advertising and positioning strategies.

true

Which type of advertisement or sales presentation presents both good and bad points?

two-sided message

Using WD-40 as an additive to fish bait is an example of

use innovativeness

An advertisement for the Honda Civic Hybrid featured gas mileage in the subheading (49 city/51 highway). The copy also noted that owners of this automobile may be eligible for a clean-fuel tax deduction. At the time this ad appeared, gas was over $3.00 per gallon, which made the information important to consumers. This is an example of which type of appeal?

utilitarian appeal