MKTG 361 Chapter 6

Alanna is looking into purchasing a scooter as gas prices continue to rise. She needs a reasonably priced, comfortable, and safe scooter with room to store her books. She is not familiar with scooters, and this is a major purchase for her. The purchase will probably involve: a. low-involvement problem solving b. low-involvement decision making c. extensive decision making d. limited decision making e. dedicated cognitive behavior

C (Customers practice extensive decision making when purchasing an unfamiliar and expensive or infrequently used product)

Rose is shopping for a new camera. She has set a maximum of $250 as the highest price she will pay, so she doesn't even bother considering cameras that cost more than that. Rose is narrowing the number of available choices by using a: a. cost margin b. product attribute c. cutoff d. boundary e. knockoff

C (Cutoffs are either minimum or maximum levels of an attribute that an alternative must pass to be considered)

_____ is an orderly series of stages in which consumers' attitudes and behavioral tendencies change through maturity, experience, and changing income and status. a. Socialization b. The wheel of consumerism c. The family life cycle d. Lifestyle consumption e. Acculturation

C (Families go through an orderly series of stages, and consumption attitudes and behaviors are influenced by one's stage in the series)

Chaz wants to be a pirate like Captain Jack Sparrow in Disney's Pirates of the Caribbean movies. He wears a bandanna and carries a toy cutlass. Though Jack Sparrow is fictional, Chaz's role play reveals his _____. a. superego b. compliant orientation c. ideal self-image d. real self-image e. socialization process

C (Ideal self-image represents the way an individual would like to be)

All of the following factors directly influence consumers' level of involvement in the purchase process EXCEPT: a. consumer's age b. previous experience with the product c. financial risk associated with the product d. social visibility of the purchased item e. perceived risk of negative consequences as a result of the purchase

A (Age is a demographic variable that doesn't necessarily influence a consumer's level of involvement)

Which of the following is LEAST likely to be described as a subculture? a. Bank managers b. Hispanics c. College students d. Southeasterners e. Quakers

A (Bank managers are a professional group and do not share demographic characteristics or attitudes and values)

How can marketers reduce consumers' cognitive dissonance? a. Offer guarantees b. Offer sales promotions c. Avoid contradictory information d. Change the product e. Ignore it

A (Cognitive dissonance is an inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions, and marketers can reduce it by sending a postpurchase thank you or letter, displaying product superiority in ads, or offering guarantees)

A direct reference group is composed of: a. face-to-face membership groups that touch people's lives directly b. only friends, neighbors, and relatives c. role models on television and in the movies d. people the individual does not want to be associated with e. people an individual aspires to be like

A (Direct reference groups are face-to-face membership groups that touch people's lives directly, such as family, friends, coworkers, clubs, professional groups, and religious groups)

The fact that mothers in Japan feed their babies freeze-dried sardines and rice and most mothers in the United States would not eat a freeze-dried sardine, much less feed it to their babies, indicates how _____ influences the consumer decision-making process. a. culture b. perception c. motivation d. family life-cycle stage e. reference group membership

A (Human interaction from one generation to the next shapes the habits of a society. This shaping of habits is a function of culture)

As a marketing tool in the United States, social class: a. is useful for lifestyle distinctions between groups. b. is just a simple measure of income level. c. offers few insights concerning consumer behavior. d. is not used because the United States is a classless society. e. has demonstrated that all classes of consumers shop in the same stores.

A (Lifestyles do differ between the existing classes in the United States, offering useful insights for marketers)

Mario usually purchases Old Spice deodorant. Unfortunately, the drug store is sold out of Old Spice today, so Mario will have to choose a brand that's in stock.In making his decision, Mario will engage in _____ consumer decision making. a. limited b. extended c. habitual d. classical e. routine

A (Mario is familiar with deodorant and what it does but he is unfamiliar with the specific brands he has to choose from)

David is shopping for tires for his Audi. He looks in the yellow pages of the local phone book and calls Costco, Sam's Club, Sears, and a local car repair shop. In his decision-making process, David is using: a. marketing-controlled information sources b. demographic information sources c. nonmarketing-controlled information sources d. secondary data sources e. internal search sources

A (Marketing-controlled information sources are product information sources that originate with marketers promoting the product)

Dustin is a member of a fraternity that sees no problem of underage drinking. In fact, it is encouraged and expected the members will party and drink alcohol regardless of their age. For this group, drinking is considered a(n): a. norm b. requirement c. expectation d. affect e. primer

A (Norms are values or attitudes deemed acceptable by a group)

UGG has a portion of its Web site featuring photographs of celebrities wearing UGG shoes. The celebrities serve as: a. opinion leaders. b. laggards. c. early instigators. d. Gatekeepers. e. aspirational adopters.

A (Opinion leaders are individuals who influence the opinions of others)

Danny and Ron are coworkers in an office. When they have a conversation about work, they stand about 2-3 feet from each other as they chat. The amount of personal space people expect to have when interacting with a coworker is an example of which cultural component? a. customs b. laws c. myths d. values e. artifacts

A (Personal space is a cultural custom)

The types of products people purchase using routine response behavior are typically: a. frequently purchased, low-cost items b. frequently purchased, high-cost items c. infrequently purchased, low-cost items d. infrequently purchased, high-cost items e. all types of items, regardless of price or frequency of purchase

A (Routine response behavior is the type of decision making exhibited by consumers buying frequently purchased, low-cost goods and services)

Sam was driving when someone ran a stop sign and totaled his car. His car cannot be repaired, so he realized he's going to have to get another one. What stage of the consumer decision-making process does this represent? a. need recognition b. purchase c. evaluation of alternatives d. post purchase behavior e. information search

A (Sam is at the recognition stage, which is the result of an imbalance between actual and desired states)

When Avril went to purchase a birthday card for her new boyfriend, she went to three stores and spent four hours reading over 500 cards before selecting the perfect one. This card (which cost $3.25) is properly designated as a high-involvement product because of: a. brand loyalty b. situational factors c. financial risk d. cognitive dissonance e. trial investment

B (Because of the situational factors (high emotional risk), this low-cost card is a high-involvement item in this case)

Extending a well-known and respected brand name from one product category to another product category is referred to as: a. brand stretching b. brand extensions c. brand bouncing d. brand transfer e. brand building

B (Brand extensions are common a way companies employ categorization to their advantage)

Dennis Haysbert stars in Allstate ads reminding consumers that they could be in a car crash or another event requiring insurance. Hence the slogan "You're in Good Hands with Allstate." These ads focus on which of Maslow's needs? a. Esteem needs b. Economic needs c. Safety needs d. Physiological needs e. Social needs

C (Maslow's hierarchy of needs include physiological needs, safety needs, social needs, esteem needs, and self-actualization needs. The insurance company's selling point of safety is focusing on consumers' safety needs)

All of the following are types of reference groups EXCEPT: a. primary b. secondary c. personal d. aspirational e. nonaspirational

C (Primary and secondary reference groups are types of direct reference groups, and aspirational and nonaspirational reference groups are types of indirect reference groups)

Ralph played mediocre golf for over 20 years. Then he retired and vowed to improve his golf game by buying one of the sets of new golf clubs that promise increased distance and have a $700 price tag. According to Maslow's hierarchy of needs, Ralph is most likely trying to satisfy his _____ needs. a. social b. safety c. self-actualization d. physiological e. psychological

C (Ralph is engaged in a self-improvement process)

Jan's twin sister Joan is a fantastic cook who makes wonderful homemade meals for her family. Jan cannot cook and wishes she could do the same. An ad for Stove Top stuffing promises "one box, three meal ideas, 30 minutes." Jan makes a point of adding this item to her grocery list. According to Maslow's hierarchy of needs, this ad appeals to Jan's _____ needs. a. physiological b. interactive c. esteem d. safety e. self-actualization

C (Self-esteem needs include self-respect and a sense of accomplishment)

Which of the following represents the way an individual actually perceives himself or herself? a. Personal image b. Ideal self-image c. Real self-image d. Lifestyle image e. Defined self-image

C (Self-image can be real, which is how a consumer actually perceives himself or herself, or ideal, which is the way an individual would like to be)

At the beginning of every trailer for Disney's Pixar film Wall-E, they say "From the makers who brought you Toy Story, A Bug's Life, and Monsters Inc., we are proud to present Wall-E." Here, Pixar is using: a. stimulus discrimination b. selective retention c. stimulus generalization d. social learning e. product reinforcement

C (Stimulus generalization occurs when one response (positive attitude for a product) is extended to a similar stimulus (new product, same brand).)

Each week, Jess comes to the supermarket with a list of essential items: milk, bread, peanut butter, and chocolate. This is an example of: a. buyer's harmony b. situational convenience c. routine response behavior d. limited decision making e. consistent decision making

C (The buying of frequently purchased, low-cost goods is typically routine response behavior)

Which of the following activities is most likely to be an example of routine response behavior? a. The purchase of a three-week vacation cruise b. A homeowner's purchase of a new grill for $600 c. The first-time purchase of a copy machine for a home office d. The purchase of toilet paper e. The purchase of an infant car seat

D (Only the toilet paper is an example of routine response behavior, as it is a frequently purchased, low-cost good and requires little search and decision time)

Opinion leaders are: a. wealthy, well-educated individuals. b. experts on all high-involvement consumer goods. c. usually the same individuals for all social classes. d. people who influence others. e. easy to locate and target.

D (Opinion leaders are individuals who influence the opinions of others)

All of the following are characteristics of culture EXCEPT: a. culture is pervasive b. culture is learned c. culture is functional d. culture is an inherent trait e. culture is dynamic

D (People are not born with culture - it is learned)

Which of the following statements about reference groups is true? a. Reference groups stimulate, but do not constrain, consumption behavior. b. Reference groups have strong influence on all brands and product purchases. c. A person can only belong to one reference group. d. Reference groups serve as information sources and influence perceptions. e. Understanding reference groups has not been helpful to marketers.

D (Reference groups directly influence consumer behavior and provide signals (information) for appropriate behavior, which is very useful for marketers to understand)

Nellie's boss sells merchandise through Internet auctions. He needs to mail a $1,500 hexagonal antique picture frame. He has instructed Nellie to buy packaging that will make sure the oddly shaped frame arrives at its new owner's home undamaged, but he has not told her how or where she will find such packaging. Given that she frequently has to purchase packaging supplies, what kind of purchase decision process would she most likely employ? a. High-involvement response behavior b. Low-involvement decision making c. Extensive decision making d. Limited decision making e. Routine response behavior

D (She will most likely use limited decision making because she is familiar with packaging products but is unfamiliar with one that meets the exact size and protective criteria)

All of the following influence the extent to which an individual conducts an external search for information EXCEPT: a. perceived risk b. knowledge c. prior experience d. social class e. level of interest

D (Social class wouldn't necessarily affect the amount of information search a consumer would conduct)

Celestial Seasonings is a well-recognized brand of tea. It has differentiated itself from traditional teas by producing herbal teas and others using the more exotic white tea leaves. It has recently introduced Celestial Seasonings Tea Dreams ice cream, a product it hopes will be successful due to consumers' awareness of the brand. Celestial Seasonings is relying on _____ to make its new product a success. a. conceptual learning b. experiential learning c. repetition learning d. stimulus generalization e. stimulus discrimination

D (Stimulus generalization is a form of learning that occurs when one response is extended to a second stimulus similar to the first)

Kent Longino is the marketing VP for Andersen, one of the largest manufacturers of windows in the world. He is directing the introduction of a glass-encased sunroom that can be assembled in a weekend. He wants to capitalize on Andersen's existing reputation. Which learning method should he attempt to stimulate when introducing the new product? a. Conceptual learning b. Experiential learning c. Repetition learning d. Stimulus generalization e. Stimulus discrimination

D (Stimulus generalization is a form of learning that occurs when one response is extended to a second stimulus similar to the first)

Kim places huge importance on what she wears to sing in front of her church and therefore takes her time to shop for the right clothes and shoes. This is due to the: a. opportunity costs b. fear of cognitive dissonance c. situational factors d. social visibility of the products e. cost of the products

D (The level of involvement increases as social visibility of a product increases)

Which of the following is the minimum difference in a stimulus that the consumer will notice? a. Minimum level of perception b. Absolute level of perception c. Differential threshold of perception d. Threshold level of perception e. Unique threshold of perception

D (The threshold level of perception, which is the minimum difference in a stimulus that the consumer will notice, is sometimes referred to as the "just-noticeable difference.")

Another name for evoked set is: a. array b. reminder assortment c. induced memory d. consideration set e. awareness set

D (These are the brands the buyer will consider and choose from)

An enduring belief that a specific mode of conduct is personally or socially preferable to an alternative mode of conduct is called a(n): a. lifestyle b. self-concept c. attitude d. value e. perception

D (This is the definition of a value)

The process by which people select, organize, and interpret stimuli into a meaningful and coherent picture is called: a. identification b. retention c. comprehension d. perception e. cognitive adaptation

D (This is the definition of perception)

A(n) _____ is a group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms. a. extended family b. subculture c. dissociative group d. social class e. procreational family

D (This is the definition of social class)

Which step in the consumer decision-making process is a result of an imbalance between actual and desired states? a. evaluation or alternatives b. want recognition c. purchase d. need recognition e. post-purchase behavior

D (need recognition is the result of an imbalance between actual and desired states)

While looking at the DVDs at Target, Tee tried to remember the name of the action movie starring Harrison Ford as an archaeologist so he could buy the DVD. Which step of the consumer decision-making process is this? a. antecedent search b. need recognition c. external information search d. alternative evaluation e. internal information search

E (after a need or want is recognized, a consumer may be motivated to search for information. in this case, the information was already stored in his memory)

Reference groups can be categorized very broadly as either: a. primary or secondary b. persuasive or nonpersuasive c. direct or indirect d. positive or negative e. personal or nonpersonal

C (The two categories of reference groups are direct and indirect)

The way a consumer goes about addressing a need is called a: a. need b. tactic c. stimulus d. want e. desire

D

The most defining element of a culture is its: a. customs b. myths c. language d. laws e. values

E

A value or attitude deemed acceptable by a group is called a(n): a. expectation b. reference c. aspiration d. opinion e. norm

E (Norms are considered acceptable behavior by a given reference group)

The steps of the consumer decision-making process in order are:

Need recognition, information search, evaluation of alternatives, purchase, and postpurchase behavior

An attitude toward a product is: a. easy to change. b. a person's point of view about the product. c. the same as a belief. d. the same as "intention to buy". e. of short duration.

B ("Point of view" is a simpler way to state "learned tendency to respond consistently." Both denote an opinion)

Lisa has to have a Diet Coke for breakfast. At a breakfast meeting, she was offered coffee and refused. She only wanted a Diet Coke. This illustrates that Lisa needs Diet Coke to: a. satisfy a want b. satisfy a need c. satisfy a belief d. satisfy a physiological drive e. satisfy a momentary stimulus

A

Christian understands that a Black Diamond brand tent is suitable for several weather conditions, such as rain, snow, and sweltering heat. This is a description of his _____ about the Black Diamond tent. a. beliefs b. attitudes c. standards d. motives e. valuations

A (A belief is an organized pattern of knowledge that an individual holds as true about his or her world)

A group of brands resulting from an information search, from which a buyer can choose is referred to as the buyer's: a. evoked set b. primary set c. inert set d. complete set e. justifiable set

A (A buyer's evoked set is the set of alternatives from which a buyer can choose; also called consideration set)

Jackie and Kevin like to eat at high-end restaurants where they can sit and enjoy their meal without rushing. An ad showing food created "fast from a can" would be appealing to Jackie and Kevin's _____ reference group. a. nonaspirational b. direct reference c. membership d. integrated e. aspirational

A (A nonaspirational group is a group the consumer attempts to maintain distance from and does not want to imitate in purchase behavior)

All of the following are examples of marketing-controlled information sources EXCEPT: a. a review of laser printers in Consumer Reports. b. brochures about kitchen products sold by the Home Depot. c. a coupon for $1.00 off of laundry detergent. d. a recipe for oatmeal raisin cookies on a package of oatmeal. e. an advertisement in a magazine.

A (A review by Consumer Reports would not be controlled by any marketer)

A few years ago, Toro introduced a small, lightweight snow blower called the Snow Pup. Even though the product worked great, sales failed to meet expectations because consumers perceived the name to mean that the Snow Pup was a toy or too light to do any serious snow removal. This is how _____ can influence the consumer decision-making process. a. selective distortion b. incorrect problem recognition c. lifestyle dissonance d. Americanization e. selective exposure

A (Selective distortion is a process whereby a consumer changes or distorts information that conflicts with his or her feelings or beliefs)

The electricity for lighting outdoor billboards is powered by transformers. The operator of a company that installs and manages billboards has purchased many such transformers. Today, he plans to buy a replacement for one that was destroyed by a recent hurricane. Before making this purchase, he will look at cost and also see if he can find one that is more weatherproof. He wants to make sure he buys the best transformer for the job and that he does not pay more money than he should. In other words, he will engage in _____ decision making. a. limited b. extended c. habitual d. classical e. routine

A (The billboard operator is familiar with the product, but he is not immediately knowledgeable about the products currently on the market)

Which of the following is an organized pattern of knowledge that an individual holds as true about his or her world? a. Belief b. Value c. Affect d. Attitude e. Descriptor

A (This is the definition of a belief)

Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions is referred to as: a. cognitive dissonance. b. psychological discomfort. c. affect referral. d. perceptual imbalance. e. Dissatisfaction.

A (This is the definition of cognitive dissonance)

When a consumer is purchasing an unfamiliar, expensive product or an infrequently bought item, he or she is practicing: a. extensive decision making b. cognitive harmonizing c. limited problem solving d. strategic behavior e. stimulus discrimination

A (This is the definition of extensive decision making)

A group in society, such as family, friends, or a professional organization, that influences an individual's purchasing behavior is called a(n): a. reference group b. conformist group c. opinion group d. social group e. influential group

A (This is the definition of reference group)

When consumers change or distort information that conflicts with their feelings or beliefs, it is called: a. selective distortion b. selective dissonance c. intermittent reinforcement d. selective retention e. selective exposure

A (This is the definition of selective distortion)

Manufacturers of consumer goods often give away trial sizes of new products to encourage: a. experiential learning. b. selective perception. c. continuous reinforcement. d. conceptual learning. e. problem recognition.

A (Trial behavior reinforces experiential learning, often leading to repeat behavior)

The process consumers use when making purchase decisions are called: a. consumer behavior b. marketing c. consumerism d. perceptual mapping e. database mining

A (consumer behavior describes how consumers make purchase decisions)

The imbalance between actual and desired states is sometimes referred to as the: a. want-got gap b. self-actualization quandary c. either-or principle d. got-want gap e. cognitive-dissonance paradox

A (in other words, there is a difference between what a consumer has and what he or she would like to have)

Which of the following best characterizes the underclass? a. Highly educated underachievers whose incomes are below most comparably educated workers; often referred to as "slackers." b. People who are not regularly employed and who depend primarily on the welfare system for sustenance; they have little schooling and live below the poverty line. c. Individuals who derive most of their income from the "underground economy" and who tend to "fly under the radar" of the Internal Revenue Service. d. Middle-level blue-collar workers largely working in skilled or semi-skilled service jobs; their income is below the national average. e. Low-paid service workers and operatives; they have some high school education a below-mainstream living standard.

B

_____ is characterized by low involvement, a short time frame, an internal-only information search, and low costs. a. Limited decision making b. Routine response behavior c. Emotional buying d. Intensive decision making e. Temporally-limited behavior

B

_____ are learned tendencies to respond consistently toward a given object. a. Motivational cues b. Cultures c. Lifestyles d. Perceptions e. Attitudes

E (This is the definition of attitudes)

Feeding her family healthy foods is important to Terri. She makes a point of buying organic products as often as possible. As she goes through the grocery store she remembers that she needs milk, so she heads over to the dairy case, intending to purchase the organic variety. She notices that a carton of organic milk is priced at $4.89; however, the store-brand milk is on sale for 99 cents. She hesitates for a moment, then selects the cheaper store brand, telling herself that she just can't pass up such a good bargain.. As Terri wonders if she made the right purchase decision, she is experiencing: a. attribute remorse b. cognitive dissonance c. evaluation distortion d. consumer cognition e. perceptual disharmony

B (Cognitive dissonance is an inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions)

An external information search is especially important when: a. there is a great deal of past experience b. there are high costs associated with making an incorrect decision c. the cost of gathering information is high d. buying frequently purchased, low-cost items e. there is little risk of making an incorrect decision

B (If a consumer perceives a purchase to involve high risk (financial, social, etc.), an external search will lower the risk by providing more information)

Which category of reference groups represents groups in which a consumer does not have membership? a. Direct b. Indirect c. Primary d. Secondary e. Incomplete

B (Indirect reference groups are groups consumers do not belong to, but they might aspire to belong to one (aspirational group) or not want to be associated with one (nonaspirational group))

The process that creates changes in behavior is called: a. selective adaptation. b. learning. c. involvement manipulation. d. attitude adjustment. e. behavior normalization.

B (Learning is a process that creates changes in behavior, immediate or expected, through experience and practice)

While Robinson was looking at the CDs at Walmart, he was trying to remember the name of the group that sang the song he liked on last night's episode of his favorite television show so he could buy it. Since recording companies pay to have their CDs promoted on television, the source of information Robinson is trying to recall is: a. a fortuitously evoked set b. marketing controlled c. nonmarketing controlled d. unitary data e. a credible consideration set

B (Marketing-controlled information sources are product information sources that originate with marketers promoting the product)

A driving force that causes a person to take action to satisfy specific needs is called a(n): a. instigator b. motive c. enforcer d. stimulus e. belief

B (Motives drive a person to take action to satisfy a need)

Which of the following is an information source that is not associated with advertising or promotion? a. External b. Nonmarketing-controlled c. Marketing-controlled d. Unbiased e. Primary

B (Nonmarketing-controlled information sources do not originate with marketers promoting the product)

Imagine life without that little spinning wheel icon to remind you that your computer is still searching for a Web site or copying documents. Without this wheel, consumers might think the computer had stopped working. This process in which consumers interpret this stimulus into a meaningful and coherent picture is called: a. exposure b. perception c. retention d. cognition e. selection

B (Perception is the process of selecting, organizing, and interpreting the stimuli that are bombarding consumers daily)

Families of police officers often alter information they hear about officers who die in the line of duty. This _____ allows them to live and function without constant anxiety while their loved one is engaged in a potentially dangerous job. a. selective retention b. selective distortion c. selective exposure d. faulty selectivity e. adaptive stimulus

B (Selective distortion involves changing or distorting the communication message to make the message seemingly agree with preconceived opinion)

This type of risk occurs if consumers feel that making the wrong decision might cause some concern or anxiety. a. Financial risk b. Psychological risk c. Physiological risk d. Social risk e. Situational risk

B (Some consumers, for example, might feel guilty about purchasing regular ice cream rather than fat-free frozen yogurt)

Rayshawn's favorite soft drink is Coca-Cola. If he orders a Coke at a restaurant and is told that the restaurant serves only Pepsi products, he will often just order water rather than order a Pepsi. He insists that he can tell the difference between the two brands. Which learning concept is Rayshawn demonstrating? a. Selective retention b. Stimulus discrimination c. Perceptual generalization d. Selective generalization e. Stimulus generalization

B (Stimulus discrimination occurs when consumers learn to differentiate among similar products)

According to Maslow's hierarchy of needs model, the first needs most people would try to satisfy are their _____ needs. a. safety b. physiological c. economic d. esteem e. derived

B (The needs in order of lowest to highest are: physiological, safety, social, esteem, and self-actualization)

Because her mother only went to the supermarket once a month, this is how Monique prefers to do her grocery shopping. One of the reasons Monique is such an efficient shopper is that, like her mother, Monique believes, "Waste not, want not." The passing down of norms and values to Monique is an example of: a. consumerism. b. the socialization process. c. acculturation. d. the roles opinion leaders play in business decision making. e. the role of society in consumer decision making

B (The socialization process is the passing down of cultural values and norms to children)

_____ is the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behavior. a. Economic value b. Involvement c. Opportunity cost d. Temporal cost e. Perceived level of personal risk

B (This is the definition of involvement)

The type of decision making that requires a moderate amount of time for gathering information and deliberating about an unfamiliar brand in a familiar product category is referred to as: a. routine response behavior b. limited decision making c. extensive decision making d. uninvolved decision making e. affective decision making

B (This is the definition of limited decision making)

_____ is the set of values, norms, attitudes, and other meaningful symbols that shape human behavior and is transmitted from one generation to the next. a. Socialization b. Customerization c. Consumerism d. Lifestyle e. Culture

E (This is the definition of culture)

Mai Lin is checking out at the grocery store when she notices the candy display right next to the cash register. "I haven't had a Mounds bar in years," she thinks. "That looks good! I think I'll grab one." So she hands the candy to cashier and says, "I'll take this too." Mai Lin has just made a(n): a. partially planned purchase b. unplanned purchase c. unwise purchase d. fully planned purchase e. frivolous purchase

B (Unplanned purchases are impulse purchases. She did not go to the store specifically to buy the candy; she decided to buy it only when she saw it in the display as she was checking out)

After a need or want is recognized, a consumer may search for information about the various alternatives available to satisfy it. This occurs during which part of the consumer decision-making process? a. evaluation of alternatives b. information search c. cognitive dissonance d. consideration stage e. product identification

B (after recognizing a need or want, consumers search for information about the various alternatives available to satisfy it)

Rod saw a television commercial for a Honda S2000 and wants to test-drive one. The commercial is an example of a(n) _____ stimulus a. internal b. external c. primary d. secondary e. nonpersonal

B (external stimuli are influences from an outside source such as a television commercial)

As a result of hearing the adventures of returning soldiers, Monroe decided to enlist in the US Army. These stories he heard from the soldiers acted as: a. affective states b. external stimuli c. internal stimuli d. purchase outcomes e. a dissonance creator

B (external stimuli are influences from an outside source such as one's friends)

Which of the following is the BEST example of an internal stimulus that would create need recognition? a. a friend comments on how shabby your coat looks b. a radio station runs an ad for a new video game rental store c. a headache d. an invitation to a graduation for which you need a gift e. a billboard promoting a new national internet service provider

C

All of the following are individual factors influencing consumer buying decisions EXCEPT: a. gender b. age c. family d. personality e. life cycle stage

C (A person's buying decisions are influenced by personal characteristics that are unique to each individual, such as gender; age and life cycle stage; and personality, self-concept, and lifestyle. Family is a social factor influencing consumer buying decisions)

David and Steven are best friends. Steven loves to compete in triathlons. David would love to compete with Steven but is a weak swimmer. David decides to take swim lessons to improve his breathing and stroke rhythms. Triathletes are a(n) _____ reference group for David. a. secondary b. primary c. aspirational d. nonaspirational e. direct

C (Aspirational groups are those groups that someone wishes to join)

All of the following are ways consumers can reduce cognitive dissonance EXCEPT: a. justifying the decision b. seeking new information c. sending a letter to the marketer d. avoiding contradictory information e. returning the product

C (Cognitive dissonance is the inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions)

_____ is how consumers perceive themselves in terms of attitudes, perceptions, beliefs, and self-evaluations. a. Socialization b. Personality c. Socialization d. Normalization e. Self-concept

E (This is the definition of self-concept)

A few years ago, tea was a product with relatively little growth and was considered to be a product for the old and the middle-aged. Then tea manufacturers started promoting the health benefits of tea. Since the introduction of the research on how tea provides the body with useful antioxidants, tea consumption has increased by more than 25 percent, and it appears its market share will continue to grow, especially among young women in their twenties. This is an illustration of how promotion can: a. change the importance of beliefs about product attributes. b. change beliefs about product attributes. c. add new beliefs about product attributes. d. reinforce current beliefs about product attributes. e. discover consumer needs about product attributes.

C (The companies are attempting to changed consumers' attitudes by creating new beliefs about an attribute not considered previously)

An individual's _____ is a composite of psychological makeup and environmental forces. It includes people's underlying dispositions, especially their most dominant characteristics. a. acculturation b. socialization c. personality d. autonomy e. attitude

C (This describes personality, which is a way of organizing and grouping the consistencies of an individual's reactions to situations)

_____ occurs when consumers remember only information that supports their personal feelings or beliefs. a. Intermittent reinforcement b. Selective exposure c. Selective retention d. Faulty selectivity e. Selective distortion

C (This is the definition of selective retention)

_____ is a form of learning that occurs when one response is extended to a second stimulus similar to the first. a. Belief generalization b. Belief discrimination c. Stimulus generalization d. Stimulus discrimination e. Attitude formation

C (This is the definition of stimulus generalization)

Homogeneous groups of people who share elements of the overall culture as well as unique elements of their own group are called: a. autonomous personal units b. probability samples c. subcultures d. normative groups e. dissociative groups

C (This is the definition of subculture)

Your best friend has sought your advice on what type of clothing she should buy for a job interview. If she gets the job, she will be the assistant to the producer of her favorite television program. She really wants this job and considers it a once in a lifetime opportunity. By asking your help with her wardrobe, your friend is most likely trying to: a. eliminate cognitive dissonance b. eliminate the low involvement in the decision c. reduce perceived risk of negative consequences d. increase the chances of selective exposure e. increase the motivation involved in the decision

C (What is being sought is a reduction in the anxieties felt, because the best friend cannot anticipate the outcomes but believes there may be negative consequences)

Which of the following items is MOST likely to be a fully planned purchase? a. a pair of jeans b. a bottle of soda pop c. a motorcycle d. a flashlight e. All of the above.

C (When a person is buying an expensive or complex item, such as a motorcycle, it is often a fully planned purchase based on a lot of information)

Which of the following statements about culture as an influence on consumer buying behavior is true? a. A firm that understands the culture it is selling to has just as great a probability of selling its product as a firm that has no understanding of the culture. b. Some fear the proliferation of the Internet will increase cultural heterogeneity. c. Language is an important aspect of culture. d. Core values remain the same for all cultures. e. All of the statements about culture as an influence on consumer buying behavior are true.

C (Without understanding a culture, a firm has little chance of selling its products in it. Some fear widespread use of the Internet will increase cultural homogeneity. Core values differ among cultures)

All of the following are examples of individual factors that affect the decision-making process for consumers EXCEPT: a. gender b. age c. reference groups d. lifestyles e. personality

C (reference groups are a social influence)

Which of the following is any unit of input affecting one or more of the five senses: sight, smell, taste, touch and hearing? a. tactic b. need c. stimulus d. want e. desire

C (stimuli can either be internal or external, both affect one or more of the 5 senses)

Ranked from the lowest to the highest level, Maslow's hierarchy of needs model includes: a. safety, esteem, social, physiological, and self-actualization needs b. physiological, social, esteem, economic, and self-actualization needs c. psychological, safety, economic, esteem, and social needs d. physiological, safety, social, esteem, and self-actualization needs e. safety, economic, social, esteem, and self-development needs

D

Which of the following products would most likely require the purchaser to use only an internal information search? a. a doctor for a recently detected illness b. a new washer and dryer c. a formal dance d. a favorite restaurant you love to patronize regularly e. choosing a movie to see at the theater

D

Warren loves to go to the beach on his vacation but hates to have to worry about the possibility of hurricanes. As Warren looked for where he should go on vacation this summer, he consulted a publication called Smart Money and learned the islands of Aruba, Bonaire, and Curacao are not in the hurricane belt. Now he will only consider these island resorts as possible vacation destinations. This group of resort islands is called Warren's: a. involvement set b. evaluative set c. evolved set d. evoked set e. intuitive set

D (An evoked set is the set of brands a consumer recalls and would consider as possible purchase choices)

Cultural values and norms are passed down to children through the process of: a. accumulation b. encroachment c. assimilation d. socialization e. manifestation

D (Children are socialized to learn the culture within which they are raised)

Andrea just purchased a trip to Jamaica as a present to her husband for their tenth wedding anniversary. Andrea is anxious about the trip, afraid Bill will not like her choice of location and worried she spent too much money. Andrea is experiencing: a. selective dissatisfaction b. temporal distortion c. perceptual disharmony d. cognitive dissonance e. self-actualization involvement

D (Cognitive dissonance is the term for postpurchase tension and anxiety)

Lauren announced to her family last night that she wanted a pair of Heelys. Her sister Stephanie said she thought it was a stupid idea. Their mother, Susan, said Lauren deserved a special treat for winning the science fair. Because her father Tom said nothing, Lauren knew she was not getting the Heelys. In terms of the roles played by family members in the consumer decision-making process: a. Lauren was the initiator, and Tom had no role at all. b. Stephanie was the initiator, and Susan was the decision maker. c. Lauren was an influencer, and Susan was the decision maker. d. Lauren was the initiator, and Tom was the decision maker. e. Lauren was the initiator, and Stephanie had no role at all.

D (Lauren suggested the purchase and was the initiator. Susan and Stephanie both tried to influence the purchase. Tom was the decision maker)

Social influences on consumer buying decisions include: a. society, culture, and family b. reference groups, society, opinion leaders, and family c. personality, lifestyle, and reference groups d. reference groups, opinion leaders, and family e. lifestyle, reference groups, and family

D (Lifestyle and personality are individual influences. Culture and society are cultural factors)

A product information source that originates with marketers promoting the product is referred to as a: a. manipulative information source b. primary information source c. secondary information source d. marketing-controlled information source e. biased information source

D (Marketing-controlled information sources, such as advertising and promotion, originate with marketers promotion the product)

A marketing manager would expect his or her product to be a high-involvement product for most consumers if it: a. is a product adaptation of a market leader b. is a necessity c. has not been purchased before d. has low social visibility e. requires substantial financial investment

E (As financial risk increases, consumers' involvement in the decision increase)

Marketing managers often use in-store promotions to stimulate sales of: a. technical products b. high-involvement products c. high-priced products d. industrial products e. low-involvement products

E (Because a low-involvement product has low potential risk for the consumer, it is easier to influence the consumer at the point of purchase. Marketing managers can use attention-getting devices to induce trial purchases)

Arm & Hammer is a well-known and respected brand of baking soda. The company has put its brand name on several products, such as laundry detergent, toothpaste, kitty litter, and many more. These are examples of: a. brand transfers b. brand modifications c. brand banks d. brand hierarchies e. brand extensions

E (Brand extensions occur when a well-known and respected brand name from one product category is extended to other product categories)

On any given day, a person may be subjected to over 2,500 advertising messages but may only be aware of 11 to 20 of them. This is called: a. selective distortion b. selective learning c. sporadic reinforcement d. intermittent selectivity e. selective exposure

E (Consumers use selective exposure to decide which stimuli to select (attend to) and which to ignore)

Bethany is in the market for a new cell phone. She tweets to her followers on Twitter: "Hey, looking for some info about good cell phone deals. Any advice?" Bethany is using a(n) _____ information source to help her make her decision. a. experiential b. marketing-controlled c. internal d. unbiased e. nonmarketing-controlled

E (Nonmarketing-controlled information sources do not originate with marketers promoting the product)

Cassandra, an accounting major, read an article stating that accounting graduates are receiving the highest starting salary offers for business majors. The article also stated that marketing majors start with lower salaries but surpass all other majors' salaries within ten years. A week later, Cassandra doesn't remember reading this last part of the article, just the first part. This is an example of: a. selective distortion b. selective exposure c. intermittent reinforcement d. selective socialization e. selective retention

E (Selective retention is the process whereby a consumer remembers only information that supports personal feelings or beliefs)

If an advertiser wanted to create ads for a restaurant that stimulate the self-actualization motivation, it would create ads that: a. emphasize hunger. b. emphasize that only those people who want to tell others they have risen to the top of their profession use the restaurant. c. inform consumers about the cleanliness of the food preparation areas and procedures. d. show people enjoying others' company while eating in the restaurant. e. indicate eating in the restaurant is what "you have earned and deserve".

E (Self-actualization needs stress self-fulfillment and self-expression, or reaching the point in life at which "people are what they feel they should be.")

You are the brand manager for a new line of allergy-relief drugs. Which of the following methods might you employ to use opinion leadership/reference groups to help stimulate demand for your products? a. Create ads that show the typical consumer performing a healthy lifestyle activity. b. Develop a promotional campaign that tells customers they "deserve to use" these products. c. Drop the price of your new products to the point where customers will realize they are getting a bargain. d. Develop a promotional campaign that emphasizes safety and security needs being fulfilled by these healthcare products. e. Use a series of ads showing different healthcare associations and societies endorsing the use of these healthcare products.

E (The endorsements use the sanctioning or referral power of sources possessing high credibility)

Tariq is throwing a party tonight and needs to order a couple of pizzas. There are many pizza joints in town, but Tariq has narrowed down his choices to Tony's Pizzeria, Domino's, and Montoni's. These three restaurants represent Tariq's: a. evaluative criteria b. dissonance suppressors c. discretionary discriminators d. discriminatory set e. evoked set

E (The evoked set is a group of brands, resulting from an information search, from which a buyer can choose)

The slogan used by the manufacturer of Jaguar automobiles, "Don't dream it. Drive it." was intended to appeal to consumers': a. physiological needs b. social needs c. safety needs d. esteem needs e. self-actualization needs

E (The slogan indicates that the ownership of the car will allow the user to realize his or her full potential)

Omega is a prestigious brand of watch that is sold as a luxury product. It has a reputation based on quality and attention to detail. When the company introduces new timepieces, it can count on a well-established market already existing for the new product due to: a. perceptual generalization b. stimulus discrimination c. perceptual discrimination d. selective distortion e. stimulus generalization

E (This is an example of stimulus generalization, which is a form of learning that occurs when one response is extended to a second stimulus similar to the first. Omega consumers assume that any product made by Omega is worth purchasing)

_____ is the learned ability to differentiate between similar objects such as packages of different brands of aspirin. a. Incentive discrimination b. Stimulus generalization c. Selective perception d. Selective generalization e. Stimulus discrimination

E (This is describing stimulus discrimination, which is a learned ability to differentiate among similar products)