Consumer Behavior - Midterm

Mary Chen is torn between going home for the holidays to visit her parents in China or going on a skiing trip with friends from college. Mary would love to be able to do both. Which of the following motivational conflicts will Mary most likely experience as she makes her decision? A) an approach-approach conflict B) an approach-avoidance conflict C) an avoidance-avoidance conflict D) an orientation conflict

A) an approach-approach conflict

Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged? A) exposure B) attention C) adaptation D) interpretation

A) exposure

Nadia Ali loves the feel of her new sweater and the smell of her leather car seats on a crisp fall day. As she passes a billboard, she sees an ad for Baskin-Robbins ice cream and immediately does a U-turn into the shopping center where she knows the famous ice cream store is located. In the above example, Nadia is responding to ________. A) sensory inputs emanating from the external environment B) sensory inputs emanating from the internal environment C) emotional outputs D) decision sequences dictated by sensory outputs

A) sensory inputs emanating from the external environment

Why are approach-approach conflicts likely to create more cognitive dissonance than approach-avoidance conflicts? A) Approach-avoidance conflicts result when the positive alternative simply overwhelms the negative, thus no cognitive dissonance exists under the condition. B) Approach-approach conflicts result when both alternatives are positive. The selection of one requires the rejection of another, which creates a need for a cognitive explanation of why one positive choice was not selected. C) Approach-avoidance conflicts create inertia, thus past habits are employed without the need to resolve the cognitive inconsistencies. D) Approach-approach conflicts are very confusing to resolve intellectually, but approach-avoidance conflicts are typically simply resolved through behavioral aspects of reinforcement learning

B) Approach-approach conflicts result when both alternatives are positive. The selection of one requires the rejection of another, which creates a need for a cognitive explanation of why one positive choice was not selected.

If a consumer were to pursue products and services that seemed to alleviate loneliness, such as playing team sports, going to a bar, and/or shopping in busy malls, the consumer would be expressing a need for ________. A) achievement B) affiliation C) power D) uniqueness

B) affiliation

Walmart tracks the habits of the 100 million customers who visit its stores each week and responds with products and services directed toward those customers' needs based on the information collected. This is an example of ________ marketing. A) undifferentiated B) database C) relationship D) consumer-generated

B) database

In instrumental conditioning, what is the distinction between negative reinforcement and punishment? A) There is no difference. They are two words for the same concept. B) Negative reinforcement can occur when a stimulus is positive, and punishment only occurs when a stimulus is painful. C) Negative reinforcement occurs when a negative outcome is avoided, while punishment occurs when an action causes a negative outcome. D) Negative reinforcement creates a preference for negative results, while punishment teaches people to avoid negative results.

C) Negative reinforcement occurs when a negative outcome is avoided, while punishment occurs when an action causes a negative outcome.

There are several ways to segment consumers. If consumers are divided into non-users, ex-users, regulars, first-timers, loyal users and switchers, you are taking a ______ approach. A) Demographic B) Psychographic C) Usage rate D) Benefits sought

C) Usage rate

The 80/20 rule (20 percent of users account for 80 percent of sales) targets what user group? A) all consumers B) light users C) heavy users D) moderate users

C) heavy users

Sam Bolton hums the Purina Cat Chow jingle as he drives down the expressway. A thought suddenly occurs to Sam: "Why am I humming this stupid jingle? I don't buy this stuff; in fact, I don't even have a cat." Sam knows this jingle is ________. A) stimulus generalization B) reinforcement modeling C) incidental learning D) operant conditioning

C) incidental learning

Sally always buys Coca-Cola out of habit, which is an example of ________. A) routine buying B) low passion C) inertia D) flow state

C) inertia

A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. A classic example of this was equating Marlboro cigarettes with the American frontier spirit. Which of the following terms best describes this practice? A) subliminal persuasion B) figure-ground projection C) semiotic relationships D) consumer-modeling connections

C) semiotic relationships

Frank is sitting in his Psychology 101 class listening to his professor attempt to explain the "black box" process and its connection with learning. He suddenly smells the aroma of fresh cinnamon rolls, and his mouth begins to water. He looks around the room and sees a student in the last row bite into a big, juicy roll. "I wish I were sitting next to him," Frank thinks, "because I know I could steal a bite." What Frank just went through in class was similar to the "black box" process being described by his professor. This process is more closely associated with which of the following learning methods? A) incidental learning B) gestalt learning C) cognitive learning D) behavioral learning

D) behavioral learning

When a stimulus comes within the range of someone's sensory receptor, a(n) ________ occurs. A) just noticeable difference B) retention C) subliminal suggestion D) exposure

D) exposure