Mkt434 Consumer Behavior All Quizzes

A company wants to persuade a customer to buy its products. If the consumer is characterized as having a high degree of involvement with products that are sold by the company, what route to persuasion will the company most likely take?

A central route

Despite improvements to the Fishbein model, all of the following are considered obstacles to predicting behavior using this model EXCEPT which one? A. The model has relatively weak theorems about attitudes. B. The model deals with actual behavior, not with the outcomes of behavior. C. Some behavioral outcomes are beyond the consumer's control. D. Measures of attitude often do not correspond to the behavior they are supposed to predict.

A. The model has relatively weak theorems about attitudes.

Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following personal selection factors is affecting Mary Nabholz's response to the ads?

Adaptation

The plain and simple fact is that Ralph has body order. Worse than that, Ralph does not seem to care. Ralph's clothes are in shambles, and his personal hygiene could certainly be improved. For most people, Ralph would be in which of the following groups?

Avoidance groups

_____ considers how people perceive relations among different attitude objects, and how they alter their attitudes to remain consistent.

Balance theory

People buy products for _____. A. what they do B. what they mean C. the role the product plays in the consumer's life D. all of the above

D. all of the above

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?

Exposure

Of the three groups of attitudes toward luxury, the largest group is "luxury is indulgence"; this view is held mainly by seniors with wealth.

False

The prestige of occupations varies dramatically from one culture to the next.

False

Personal objects, places, and things allow people to feel that they are rooted on their larger social environments. The home can be symbolic for the extended self. Which of the following categories or levels of the extended self would be the home most likely associated with?

Family level

_____ occurs when an individual may have reason to believe that the group will apply sanctions to punish nonconforming behavior.

Fear of deviance

Angela belongs to a film club that selects and views classic movies once a month. Angela wouldn't watch scary movies on her own, but is happy to watch the classic vampire film with the group that almost all of the other group members voted to see. This example demonstrates which factor of conformity?

Group unanimity

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 through ________.

Incidental learning

Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories is the subject of Norma's research at present?

Interests

Roger was really angry when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," and complained to the local grocery store manager. In this example, which degree of commitment would be most closely associated with Roger and his attitudes?

Internalization

The belief that meaning is not fixed but is instead constructed by each individual is part of the _____.

Interpretivist

Casinos make their interiors very plush and expensive looking, knowing that gamblers who would be reluctant to make a $10 bet in average surroundings would gladly make $100 wagers in luxurious surroundings. Which of the following best explains the gamblers' behavior?

Mental accounting emphasizes the extraneous characteristics of the choice environment even if the results are not rational.

_____ refer(s) to the process that leads people to behave as they do.

Motivation

A _____ creates a state of tension that drives the consumer to attempt to reduce or eliminate it.

Need

In instrumental conditioning, what is the distinction between negative reinforcement and punishment?

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

The mass market produces and consumes music, movies, sports, and other forms of entertainment known as _____.

Popular culture

George says that he sees everything as "black or white-no in between." George would most accurately be characterized as a(n) ________.

Positivist

_____ are the use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market (and their reasons) to make a particular decision about a product, person, ideology, or otherwise hold an attribute or use a medium.

Psychographics

James' friend, whom he admires and respects, just purchased a new car. James decides to buy the same model. This situation illustrates the influence of ________.

Referent power

Phillip admires the qualities of the Sigma Chis on his college campus. Since he has decided to try and pledge this group, he begins to imitate the qualities that he perceives the group has. What type of power does the fraternity seem to be displaying with respect to Phillip and his behavior?

Referent power

One of the principles of psychophysics is that change in the physical environment is not always matched by equal changes perceptually. If Madison Wilson were creating a new drink, what would psychophysics tell her?

She would need to research how the perception of "sweetness" changed by the amount of sugar added.

_____ happens when we do not devote as much time and effort to a task as we could because our contribution is part of a larger group effect.

Social loafing

Which of the following theories measures attitude toward the act of buying, rather than only the attitude toward the product itself?

The theory of reasoned action

______ states when a person is confronted with inconsistencies among attitude or behavior, he/she will take action to restore consistency.

Theory of cognitive dissonance

Which of the following general attitude factors is most closely related to the basic principles of reward of punishment?

Utilitarian function

Which attitude function is associated with a focus on particular social identities and lifestyles (e.g. "What sort of man reads Playboy?")?

Value-expressive

The functional theory of attitudes was initially developed to explain how _____.

attitude facilitate social behaviors

One element in the multiattribute model is ____.

beliefs, attributes, and importance weight

The Pillsbury Doughboy and the Jolly Green Giant are examples of _____.

brand personalities

M-commerce most likely takes place through ________.

cell phones

Researches agree that there are various levels of commitment to an attitude. The lowest form of involvement is _____.

compliance

When using the _____ rule of decision making, a consumer evaluates brands on the most important attribute, but specific cutoffs are imposed.

conjunctive

Home shopping parties may activate the risky shift or _____, in which the individual at the party may get so caught up in the party spirit that he orders products that he would normally not purchase.

deindividuation

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).

experiential

Bart was a mortuary worker who noticed that there seemed to be a social class difference in what people placed on the graves of departed family members. What Bart observed was a class difference in how people manifest the relationship between external objects and the ________ self.

extended

When Sally sees an ad in a newspaper about a particular product, goes to the store, reviews the actual product offer in the store, rejects the product, and tells the salesperson why she did not buy the product, she is providing ________ in the communications model established by the store.

feedback

Psychologist David Katz developed the _____ of attitudes.

functional theory

Mary Jane is a very conservative businesswoman by day. However, when she decides to "go out on the town," she likes to party and "kick up her heels." This would be an example of a reaction due to the fact that many consumers _____.

have multiple selves

All multiattribute attitude models specify the importance of attributes, beliefs, and _____.

importance weights

Sally always buys Coca-Cola out of habit, which is an example of ________.

inertia

The _____ hierarchy of effects assumes the consumer does to initially have a strong preference for one brand over another. Instead, a consumer acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used.

low-involvement

Tanya type scans the newspaper ads every day for new information about current fashion styles and trends, even though she isn't thinking about buying clothes anytime soon. Tanya is engaging in a(n) ________ search.

ongoing

Anna asks people in her social group their opinion about a movie before she watches it. Her social group is an example of a(n) ________.

reference group

If Volkswagen owners see themselves as being more economical and conservative than do owners of the Buick Regal, ________ is probably at work.

self-image congruence model

Since Jane is seen as a beautiful female, many friends also perceive her to be smarter, cooler, and happier. These assumptions illustrate _____.

the "halo effect"

Rick Tuan has a unique problem. He must persuade a good friend to stop smoking. He knows that if he just says "Quit," his message will be rejected. Instead, Rick chooses to offer a ________ message in which he presents the positives and negatives of quitting smoking. He feels sure that this approach will have a greater likelihood of success with his friend.

two-sided

The _____ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning.

knowledge

Both Justin and Craig are business majors and live in the same dorm. Justin's room looks like a Bass Pro Shops showroom, with fishing trophies and lures on the wall and framed photos of fishing trips on his study desk. Craig's room features posters of his favorite musical group and stacks of CDs. It is most accurate to say that the difference between the two rooms reflects a difference in ________ between Justin and Craig.

lifestyles

Which statement best explains the research findings about using two-sided messages to communicate with consumers?

Two-sided messages can be quite effective, yet marketers rarely use them.

A retailer decides to reduce the price of a sport coat that normally costs $98. The reduction in price is $3. The storeowner believes that the reduction will catch the eye of the value shopper. If the sport coat does not sell, the retailer might wish to consider which of the following before making another price change?

Weber's law

James Otis wants to be "just like Mike" (basketball star Michael Jordan) and has for many years. James has purchased Jordan-gear, follows Jordan's career, and he has often thought about how to give back to his community the way MJ has. Which of the following reference group terms would apply to James Otis and his relationship with Michael Jordan?

Aspirational group

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 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 most closely associated with which of the following learning methods?

Behavioral learning

Income is a better predictor of purchases that have symbolic aspects but low moderate prices.

False

Herbal companies traditionally sold their products in cylinder-shaped plastic containers that were very characteristic of the herbal market. One company broke with tradition and began to sell its herbal products in bottles that appeared to be straight from the pharmacy's shelf. They were rectangular with white labels that looked very professional and very serious. Sales went through the roof. What form of stimulus generalization most likely worked for the herbal company?

Halo effect

Hannah was embarrassed when her friends teased her about dancing on a table on Friday night. She tried to tell her friends that she is really quite introverted and shy. Her friends observed that Hannah does not appear shy when she is out on a weekend evening. Which of the following statements is most applicable in understanding Hannah's personality?

Hannah's personality is a unique psychological makeup that consistently influences behavior within a certain environmental situation. Although behavior will be consistent within consistent environments, it does not have to be consistent between environments.

Lindsay believed that customers would come to view her new resort hotel with high personal involvement because it was a quality property with an excellent view. Instead, she found that many of her customers came to the hotel only when she offered special price discounts. What aspect of consumer involvement has Lindsay ignored?

Lindsay forgot that consumer involvement includes personal factors and situational factors as well as object factors.

A billboard is positioned beside a busy highway. However, the merchant that has purchased the billboard complains that no response is being generated by his advertising message. Upon closer inspection, the billboard company determines that the typeface used is too small to be effectively read by a motorist going 60+ mph on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists?

The absolute threshold

Pamela Ortiz rarely makes eye contact with others in social settings. Though by many standards she is physically attractive, she perceives that others find her plain and uninteresting. By not making eye contact, she is somewhat creating a self-fulfilling prophecy with respect to males in her social circle. This situation matches occurrences in which of the following "self" situations?

The looking-glass self

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 affiliation

Les just bought a megaphone of root beer. As he drinks from the giant cup, he eventually becomes full. One of his friend's comments, "If you don't stop drinking that stuff, you will get sick." Les replies, "Hey, I bought it and I am not going to waste one drop of it." Les's behavior could best be described by which of the following mental biases?

The sunk-cost fallacy

The Berry and Dale advertising agency has proposed a new campaign for Bayer aspirin to overcome the public's tendency to "tune out" Bayer commercials. The proposed technique involves creating ten different 15-second spots that all demonstrate reasoning for using Bayer aspirin. Which theory of message communication is the agency trying to sue for in its proposal for Bayer aspirin?

The two-factor theory

Scott thought of himself as a very successful marketer. He created a campaign with a product logo that was very popular and that customers associated with a quality product. It was so popular that in a few months, the logo began to appear almost everywhere. Instead of increasing sales of the product, the customer demand began to decrease as competitors' products became more successful. What characteristic of learning was most likely ruining Scott's apparent success?

Too much repetition was decreasing the strength of the conditioning effect, thus leading to extinction of the learned relationship between the logo, the quality of product, and the association with Scott's company.

An economy that is driven by a fairly small number of rich people is called a plutonomy.

True

Discretionary income is the money available to a household over and above that required for a comfortable standard of living.

True

Double-Dip makes ice cream. The only advantage Double-Dip has over its competitors is taste. Double-Dip costs more and has more calories per unit weight. Promotions for Double-Dip should emphasize the experiential hierarchy of the ABC model of attitudes.

True

Gasoline is the only commonly purchased product that is priced down to a fraction of a cent. This is the case because buying gasoline is a low-involvement activity, which makes point-of-purchase factors more important.

True

Jason believes that wearing a coat and tie suggests that he is a man who is "dressed for success". Therefore, Jason dresses formally even in class and for casual occasions. Jason is basing the decision on the cognition part of the ABC model of attitudes.

True

Every summer, thousands of motorcycle enthusiasts converge at Sturgis, South Dakota, for a motorcycle rally. They fill up every campground, model, and hotel, in the vicinity. This annual illustrates a(n) _____.

consumer tribe

The local Harley-Davidson motorcycle outlet has special events on Saturday mornings. Vintage bikes are shown, food is served, and some people travel more than 100 miles on their Harleys to be there almost every Saturday morning. The motorcycle outlet's marketing approach is successful because Harley-Davidson has become a ________ product.

cult

Tomorrow, Janice will be attending a party with a buffet. In anticipation of splurging on delicious food, she is eating very little today. Janice is using a ________ to help her estimate consumption over time and regulate her behavior.

mental budget