Consumer behavior in the digital age

14. According to the ________ hierarchy of effects, the consumer considers purchases based on an attitude of hedonic consumption (such as how the product makes him or her feel or the fun its use will provide). - Habitual - Low involvement - Standard learning - Experiential

- Experiential

9. In a consumer behavior context, a(n) ________ might consist of a well known brand symbol that implies quality, whereas a(n) ________ might consist of new products bearing the well-known symbol. - conditioned stimulus; conditioned response - unconditioned stimulus; unconditioned response - unconditioned stimulus; conditioned stimulus - conditioned stimulus; unconditioned stimulus

- unconditioned stimulus; conditioned stimulus

7.The self encompasses ____. - what you present to other people (interpersonal self) - your beliefs about yourself (self-concept) - how you motivate yourself (self-motivation) - how you feel about yourself (self-esteem)

- what you present to other people (interpersonal self) - your beliefs about yourself (self-concept) - how you feel about yourself (self-esteem)

1.The physiological needs for food, water, and air are called ________ needs. - Innate - Acculturated - Psychogenic - acquired

-Innate

11.Consumers who have ________ are particularly good targets for marketing communications that use fantasy appeals. - Self-fulfilling prophecies - Looking-glass selves - A small gap between their real and ideal selves - A large gap between their real and ideal selves

- A large gap between their real and ideal selves

13.The point at which a person can detect a difference between "something" and "nothing" is that person's ________ for that stimulus. - Absolute threshold - Just noticeable difference - Differential threshold - Sensory adaption

- Absolute threshold

12.The ________ refers to our more realistic appraisal of the qualities we have and don't have. - Ideal self - Inner self - Actual self - Outer self

- Actual self

12. Paula is a regular at Gino's Italian Bistro. She likes going there because the staff always recognizes her, greets her by name, and makes her feel welcome at the restaurant, so she feels an emotional connection with the staff and the restaurant. This is an example of the ________ component of her attitude toward Gino's. - Affective - Cognitive - Conative - Situational

- Affective

13. A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. - Attitude - Belief - Principle - Value

- Attitude

3.A negative goal is one from which behavior is directed away, and is often referred to as a(n) ________. - Declining object - Approach object - Avoidance object - Interactive object

- Avoidance object

7.________ is based on the premise that observable responses to specific external stimuli signal that learning has taken place. - Percieved learning - Behavioral learning - Cognitive learning - Associative learning

- Behavioral learning

3.Gino's Italian Bistro offers all patrons a free after-dinner drink. This is an example of a ________ reward schedule. - Random - Continous - Fixed ratio - Variable ratio

- Continous

12.The minimal difference that can be detected between two similar stimuli is called the ___. - Percetual threshold - Sensory threshold - Absolute threshold - Differential threshold

- Differential threshold

6. What theory of motivation is related to the idea that customers desire a state of balance called homeostasis? - Instinct theory - Drive theory - Expectancy theory - Need theory

- Drive theory

14.Many ________ cultures stress the importance of a collective self, in which an individual's identity is derived in large measure from his or her social group. - Eastern - America - Western - European

- Eastern

4.The purpose of rehearsal is to hold information in short-term storage long enough for ________ to take place. - Recall - Retrieval - Encoding - Comprehension

- Encoding

7. ________ suggests that expectations of achieving desirable outcomes—positive incentives—rather than being pushed from within motivate our behavior. - Theory of cognitive dissonance - Gestalt theory - Expectancy theory - Homeostasis

- Expectancy theory

9. When a stimulus comes within the range of someone's sensory receptor, a(n) ________ occurs. - Exposure - Just noticeable difference (j.n.d.) - Retention - Subliminal suggestion

- Exposure

8. Many of the props and settings consumers use to define their social roles become part of themselves. For example, one of Mary Bennett's last requests was that when she died, she wanted to be buried in her favorite dress. This situation illustrates ________. - Real self - Ideal self - Extended self - Looking-glass self

- Extended self

14. According to the exposure factor leading to adaptation, frequently encountered stimuli ________ as the rate of exposure increases. - Adapt - Habituate - Prime - Overload

- Habituate

15. Jim Smith thinks he should be more outgoing. He is looking at his ________. - Ideal self - Self-concept - Looking-glass self - Self-esteem

- Ideal self

11. All multi-attribute attitude models specify the importance of attributes, beliefs, and ________. - Actions - Motivations - Needs - Importance weights

- Importance weights

10. Through the process of ________, people try to "manage" what others think of them by strategically choosing clothing and other products that will convey a positive image. - Impression management - Self-extension - Self-esteem - Social comparison

- Impression management

13.Which of the following statements regarding the self-concept is true? - Individualistic cultures view self as independent. - Individualistic cultures view self as interdependent. - Collectivistic cultures view self as independent - Collectivistic cultures view self as interdependent.

- Individualistic cultures view self as independent. - Collectivistic cultures view self as interdependent.

5.Which of the following statements regarding learning are true? - Instrumental conditioning is also called operant conditioning. - If a woman receives compliments after wearing the Chanel Coco perfume and now keeps buying the product, instrumental conditioning has occurred. - Consumers' attraction to slot machines can be explained by the variable-ratio reinforcement schedule the machines use. - Cognitive learning occurs when an individual watches the actions of others and notes the reinforcements they receive for their behaviors.

- Instrumental conditioning is also called operant conditioning. - If a woman receives compliments after wearing the Chanel Coco perfume and now keeps buying the product, instrumental conditioning has occurred. - Consumers' attraction to slot machines can be explained by the variable-ratio reinforcement schedule the machines use.

10. ________ refers to the meanings we assign to sensory stimuli. - Contrast - Perception - Cues - Interpretation

- Interpretation

4.Which of the following is NOT considered a demographic? - Sex - Income - Lifestyle - Occupation

- Lifestyle

5.Psychographics are used to measure ________. - Social class - Income - Lifestyles - Demographics

- Lifestyles

6.Why is it important to study Consumer Behavior? - Marketers need to understand the wants and needs of different consumer segments. - In understanding how consumers think and feel, marketers can sell them more things they don't need. - Consumer behavior relates to other issues in our lives (e.g., understanding of policies, self-perception, relationships). - New technologies are changing consumer behavior by transforming the ways consumers interact with companies and with each other.

- Marketers need to understand the wants and needs of different consumer segments. - Consumer behavior relates to other issues in our lives (e.g., understanding of policies, self-perception, relationships). - New technologies are changing consumer behavior by transforming the ways consumers interact with companies and with each other.

15. When consumers see only what they want to see—don't see what they don't want to see is called ________. - Percetual retention - Perceptual contrast - Perceptual defense - Perceptual attention

- Perceptual defense

17. Because the brain's capacity to process information is limited, consumers are very selective about what they pay attention to and tend to select stimuli that relate to their current needs. This type of perceptual filter is called ________. - Perceptual vigilance - Perceptual defense - Subliminal perception - Adaptation

- Perceptual vigilance

10. The ________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message. - Central - Peripheral - Dual - Subconscious

- Peripheral

3.Which of the following time periods is encompassed in the study of consumer behavior? - Pre-purchase - Purchase - Post-purchase - Ante-deposal

- Pre-purchase - Purchase - Post-purchase

1.Which of the following elements is/are part of the extended marketing mix - 7Ps? - Price - Physical evidence - Prediction - Place

- Price - Physical evidence - Place

2.Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her sorority's formal event. The stores were crowded, and none of her favorite shops carried a dress that she liked in her size. After spending hours at the mall, Jenny decided to order her dress online and just return it if it was not exactly right. This story is an example of how consumer behavior is a(n) ________. - Industry - Process - Art form - Theory

- Process

4.An individual may redefine a frustrating situation by assigning blame for his or her own failures and inabilities on other objects or persons. This is known as ________. - Rationalization - Withdrawl - Projection - Regression

- Projection

6.At Gino's Italian Bistro, waitresses ask each table whether or not they have dined at Gino's before. A manager is sure to stop by every table with first-time guests to thank them for trying the restaurant and to encourage them to return. In this case, the manager visit constitutes a ________ for the guests, making them feel like restaurant staff really care about the quality of their experience. - Reinforcement - Motive - Cue - Response

- Reinforcement

5.Savings accounts, insurance policies, and education are all means by which individuals satisfy the need for ________. - Self-actualization - Self-esteem - Safety and security - Social acceptance

- Safety and security

16. If a female consumer sees an ad about a woman who can no longer fit into her old bathing suit, the consumer might think about her own situation and make a personal pledge to lose weight before summer arrives. This would be an example of marketing communications that attempt to influence a consumer's level of ________. - Doubt and regret - Dedication and control - Strength and conviction - Self-esteem

- Self-esteem

9._____ summarizes the beliefs a person holds about his own attributes and how he/she evaluates their self on those qualities. - Actual self - Self-esteem - Self-concept - Self-ego

- Self-esteem

17. When we act the way we assume others expect us to act we are practicing a ________. - Looking-glass self - Real self - Self-image - Self-fulfilling prophecy

- Self-fulfilling prophecy

11.________ is/are the immediate and direct response of the sensory organs to stimuli. - Sensory receptors - Sensory adaptation - Sensation - Sensory blocking

- Sensation

16. The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of ________. - Advertising bombardment - Sensory shifting - Circuit overcapacity - Sensory overload

- Sensory overload

1.Chelsea confuses a private-label brand's packaging with that of a national brand leader. This is an example of ________. - Stimulus discrimination - Advertising wearout - Stimulus generalization - Cognitive processing

- Stimulus generalization

5.A religious person who has taken a vow of celibacy would not necessarily agree that physiological needs must be satisfied before self-actualization needs are addressed. What does this example say about Maslow's hierarchy of needs? - Psychogenic needs overwhelm biogenic needs. - The theory is wrong - The theory is accurate for higher needs but doesn't seem to account well for more basic needs. - The hierarchy is often culture-bound

- The hierarchy is often culture-bound

8.In a speech at a research conference, a computer expert stated that shopping centers would become obsolete in the future. He believed that because everything could be bought online and delivered directly to the home of a customer, there would be no need for physical shopping areas in the future. A psychologist disagreed and stated that this concept of the future violated a basic human need. What need did the computer expert ignore, according to the psychologist? - The need for power - The need for uniqueness - The need for affiliation - The need for safety

- The need for affiliation

17. The fine line between familiarity and boredom has been explained by the ________, which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad. - Two-factor theory - Halo theory - Balance theory - Reptition theory

- Two-factor theory

2. Rico has decided to change his lifestyle and is loading up on green vegetables in the serving line (rather than fries). He knows that the nutritional value of the fresh green vegetables will be great for his health. Rico is satisfying ________ needs with his actions. - Useful - Utilitarian - Hedonic - directed

- Utilitarian

18. Under which circumstances do attitudes have a stronger impact on consumer behavior? - When the attitude is scarce. - When the attitude is easily accessible. - When the attitude is important for the consumer. - When the person is certain about the correctness of the attitude.

- When the attitude is easily accessible. - When the attitude is important for the consumer. - When the person is certain about the correctness of the attitude.

18. Personality is _____. - a collection of individual characteristics that make people unique and therefore lead them to act in a predictable manner. - the inward manifestation of our entire self. - composed of traits that define a person - a set of enduring personal characteristics that tend not to change much over time.

- a collection of individual characteristics that make people unique and therefore lead them to act in a predictable manner. - composed of traits that define a person - a set of enduring personal characteristics that tend not to change much over time.

8. According to Pavlov's theory, ________. - learning can occur only when responses are overt. - each aspect of the marketing mix must reinforce the others if cues are to serve as the stimuli that guide consumer actions in the direction desired by the marketer. - conditioned learning results when a stimulus that is paired with another stimulus that elicits a known response serves to produce the same response when used alone. - there is a limit to the amount of repetition that will aid retention.

- conditioned learning results when a stimulus that is paired with another stimulus that elicits a known response serves to produce the same response when used alone.

15. The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________. - culture and ethnicity - credibility and recency - credibility and attractiveness - attractiveness and recency

- credibility and attractiveness

16. Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of the ________. - principle of cognitive dissonance - balance theory - self-perception theory - halo effect

- halo effect

2.If Sarah has a cold and takes Advil, and her cold goes away, increasing the likelihood she will take Advil if she has another cold, the removal of the unpleasant stimulus (the cold) is an example of ________. - positive reinforcement - the central route to persuasion - the peripheral route to persuasion - negative reinforcement

- negative reinforcement