MKTG Chapter 5 Pretest
Which of the following is the lowest level of needs on Maslow's hierarchy of needs? A) social needs B) ego needs C) physiological needs D) self-actualization needs E) belongingness needs
C) physiological needs
The invitation to go skiing for the weekend forced Donna to look at her current wardrobe. She decided she needed a much warmer coat. Donna was in which stage of the purchase decision? A) product evaluation B) situational analysis C) problem recognition D) problem screening E) information search
C) problem recognition
A consumer who is considering purchasing a house would probably use ________. A) habitual decision making B) stimulus generalization C) operant decision making D) limited problem solving E) extended problem solving
E) extended problem solving
Easy Spirit uses ads featuring a country music singer with the hope that her fans will see her wearing Easy Spirit shoes and want to wear the same shoes she wears. Easy Spirit is hoping the singer's fans view her as a ________. A) steward B) status symbol C) heuristic D) reference group E) microculture
D) reference group
Using ________, a search engine company charges marketers to display sponsored search ads. A) shopbots B) heuristics C) search engine optimization D) search engine marketing E) psychographics
D) search engine marketing
Which of the following refers to the extent to which a person's sensory receptors are capable of registering a stimulus? A) cognition B) attention C) affect D) interpretation E) exposure
E) exposure
Donna wants to buy a new coat. During the ________ stage of her purchase decision she will ask her friends to recommend a store and/or a style of coat. She will search the newspaper for coat sales, and she will visit nearby stores to see what is available in her price range. A) product evaluation B) situational analysis C) problem recognition D) problem screening E) information search
E) information search
A purchase decision made with significant but not extensive effort is classified as ________. A) habitual decision making B) extended problem solving C) independent heuristic rating D) dependent heuristic rating E) limited problem solving
E) limited problem solving
When a consumer is determining her overall feelings or attitudes about a product after purchasing it, she is involved in the ________ step of the consumer decision-making process. A) problem recognition B) information search C) evaluation of alternatives D) product choice E) postpurchase evaluation
E) postpurchase evaluation
________ is the feeling component of attitudes. A) Affect B) Cognition C) Behavior D) Motivation E) Personality
A) Affect
________ are deeply held beliefs about right and wrong ways to live. A) Cultural values B) Needs C) Motivations D) Rituals E) Psychographics
A) Cultural values
________ is an internal state that drives consumers to satisfy needs. A) Motivation B) Interpretation C) Learning D) Affect E) Conditioning
A) Motivation
________ often influence others' attitudes or behaviors because others perceive them as possessing expertise about a product. A) Opinion leaders B) Status symbols C) Heuristics D) Reference groups E) Social classes
A) Opinion leaders
________ theory views people as problem solvers and stresses the role of creativity and insight in the learning process. A) Operant conditioning B) Cognitive learning C) Stimulus discrimination D) Classical conditioning E) Perceived risk
B) Cognitive learning
________ occurs when people watch the actions of others, note what happens as a result of the behavior, and then later use that information to guide their own behavior. A) Operant conditioning B) Observational learning C) Stimulus discrimination D) Classical conditioning E) Attitudinal learning
B) Observational learning
________ serve as visible markers to flaunt membership in higher social classes. A) Heuristics B) Psychographics C) Status symbols D) Reference groups E) Attitudes
C) Status symbols
Learning is ________. A) an internal state that drives us to satisfy needs B) the process by which people select, organize, and interpret information from the outside world C) a change in behavior caused by information or experience D) a lasting evaluation of a person, object, or issue E) the set of unique psychological characteristics that consistently influence the way a person responds to situations in the environment
C) a change in behavior caused by information or experience
Consumers who feel that it's not worth the effort to consider any brands competing with their favorite brands are ________. A) lacking any evaluative criteria B) involved in extended problem solving C) unlikely to have cognitive dissonance D) brand loyal E) brand indifferent
D) brand loyal
________ is the process by which people select, organize, and interpret information from the outside world. A) Perception B) Learning C) Attention D) Motivation E) Cognition
A) Perception
________ are Web applications that can help online shoppers find what they are looking for at the lowest available price. A) Shopbots B) Heuristics C) Search engine optimizers D) Search engine marketers E) Behavioral targeters
A) Shopbots
AIO stands for ________. A) activities, interests, and opinions B) abilities, interests, and opinions C) activities, interests, and organization memberships D) abilities, income, and opinions E) activities, income, and opinions
A) activities, interests, and opinions
________ is the knowing component of attitudes. It is the beliefs or knowledge a person has about a product and its important characteristics. A) Affect B) Cognition C) Behavior D) Motivation E) Personality
B) Cognition
________ is made up of the values, beliefs, customs, and tastes produced or practiced by a group of people. A) The family life cycle B) Culture C) Lifestyle D) Psychographic data E) Social class
B) Culture
A person's attitude has three components. They are ________. A) affect, cognition, and behavior B) psychological, physiological, and situational C) situation, emotion, and environment D) cognitive, operant, and situational E) ritual, cultural, and referential
A) affect, cognition, and behavior
To determine the best price for a first edition copy of a Stephen King novel with a dust jacket in mint condition, Jason would most likely use a(n) ________ to provide him with pricing information from all the bookstores that currently have the requested book in stock. A) shopbot B) behavioral targeter C) search engine optimizer D) sponsored search ad E) search engine marketer
A) shopbot
Comparison shopping agents are also known as ________. A) shopbots B) heuristics C) search engine optimizers D) search engine marketers E) behavioral targeters
A) shopbots
Generation Xers, who were born between 1965 and 1976, share the childhood experiences of higher parental divorce rates, recession, and corporate downsizing. They tend to care about the environment and value experience over acquisition. Generation Xers make up a ________. A) subculture B) microculture C) social class D) life-cycle stage E) lifestyle
A) subculture
________ occurs whenever a consumer sees a significant difference between his current state of affairs and some desired or ideal state. A) Perceived risk B) Problem recognition C) Problem solving D) Learning E) Lifestyle change
B) Problem recognition
Which of the following refers to the extent to which a person devotes mental-processing activity to a particular stimulus? A) cognition B) attention C) affect D) interpretation E) exposure
B) attention
________, the doing component of attitudes, involves a consumer's intention to do something, such as the intention to purchase or use a certain product. A) Affect B) Cognition C) Behavior D) Motivation E) Personality
C) Behavior
Marketers use ________ to identify which key words consumers use most in their searches and then edit their site's content to increase its relevance to those words. A) shopbots B) heuristics C) search engine optimization D) search engine marketing E) sponsored search ads
C) search engine optimization
Which of the following makes consumers responsive to marketing innovations that allow them to shop more efficiently? A) reference grouping B) consumerism C) time poverty D) subliminal motivation E) affect
C) time poverty
Classical conditioning and operant conditioning are both examples of ________. A) cognitive dissonance theories B) heuristics C) psychographics D) behavioral learning E) observational learning
D) behavioral learning
Cognitive learning theories assume that ________. A) learning occurs when people realize their actions result in rewards or punishments B) learning takes place as the result of connections we form between events C) the most important component of learning is directed by cognition D) people are problem solvers who do more than passively react to associations between stimuli E) the individual takes a passive role during the learning process
D) people are problem solvers who do more than passively react to associations between stimuli
________ is the step of the decision-making process in which the consumer checks her memory and surveys the environment to identify what options might solve her problem. A) Product evaluation B) Behavioral targeting C) Problem recognition D) Problem screening E) Information search
E) Information search
________ refers to how positive a person's ________ is. A) Personality; psychography B) Affect; attitude C) Attitude; affect D) Self-concept; self-esteem E) Self-esteem; self concept
E) Self-esteem; self concept
________ is the overall rank of people in a society. A) The family life cycle B) Mass-class C) Subculture D) Microculture E) Social class
E) Social class
Which of the following is a strategy that presents individuals with advertisements based on their Internet use? A) psychographic analysis B) heuristic analysis C) search engine optimization D) search engine marketing E) behavioral targeting
E) behavioral targeting
Which of the following is a social movement growing out of the increasing concern that our consumption behaviors are negatively affecting the physical environment? A) behavioral targeting B) green marketing C) greenwashing D) consumerism E) environmentalism
E) environmentalism
To breathe life into demographic analysis, marketers turn to ________ that group consumers according to psychological and behavioral similarities. A) reference groups B) opinion leader groups C) microcultures D) social classes E) psychographics
E) psychographics
Leah enjoys designing her own cards at kiosks at Hallmark card shops. Through the use of a computer program, she can select pictures that best communicate her message, and then she can type in her own message. Once her card is printed, she pays for it just as if she purchased it off the rack. In this case, Leah is reacting positively to which situational influence? A) the physical environment B) microculture C) reference groups D) consumerism E) time poverty
A) the physical environment
A marketer of hair care products targeted at African American women created an advertising message that told the women their hair could be worn any way they wanted as opposed to wearing it straight. The message suggested the women did not need to conform to the mainstream media definition of beauty. It is most accurate to say that this ad was based on an understanding of ________. A) social class B) the family life cycle C) self-concept D) lifestyle E) sensory marketing
C) self-concept
The set of stages through which family members pass as they grow older is referred to as ________. A) self-esteem B) social class C) the family life cycle D) the self-concept E) the psychographic cycle
C) the family life cycle
________ are traditionally practiced by many universities each year and include activities such as the engineering students at the University of Missouri at Rolla parading through town with shillelaghs on St. Patrick's Day. A) Heuristics B) Psychographics C) Mass-classes D) Rituals E) Cultural values
D) Rituals
Which of the following statements about perception is true? A) Perception is a sociocultural influence on consumer purchase decisions. B) Perception is unrelated to any sense other than sight. C) If a marketer can reach a consumer with a message, then the marketer knows the consumer will interpret it correctly. D) There is no perception without exposure. E) Research shows that subliminal messages are just as likely to be perceived as any other type of message.
D) There is no perception without exposure.
An attitude is ________. A) an internal state that drives us to satisfy needs B) the process by which people select, organize, and interpret information from the outside world C) a change in behavior caused by information or experience D) a lasting evaluation of a person, object, or issue E) the set of unique psychological characteristics that consistently influence the way a person responds to situations in the environment
D) a lasting evaluation of a person, object, or issue
Personality is ________. A) an internal state that drives us to satisfy needs B) the process by which people select, organize, and interpret information from the outside world C) a change in behavior caused by information or experience D) a lasting evaluation of a person, object, or issue E) the set of unique psychological characteristics that consistently influence the way a person responds to situations in the environmen
E) the set of unique psychological characteristics that consistently influence the way a person responds to situations in the environmen
Because consumers buy products that are extensions of their personalities, marketers try to create ________ that will appeal to different types of people. A) brand personalities B) psychographics C) cognitive dissonance D) opinion leaders E) self-concepts
A) brand personalities
Through ________, a person repeatedly perceives two stimuli at the same time and eventually transfers his response from one stimulus to the other. A) classical conditioning B) operant conditioning C) cognitive conditioning D) information searching E) observational learning
A) classical conditioning
When using ________, a consumer exerts little effort in making a purchase decision. A) habitual decision making B) extended problem solving C) independent heuristic rating D) dependent heuristic rating E) limited problem solving
A) habitual decision making
McDonald's placement of a small toy in each Happy Meal as a reward for coming to the fast-food restaurant and ordering its food is based on which theory of learning? A) operant conditioning B) cognitive dissonance C) cognitive learning D) classical conditioning E) observational learning
A) operant conditioning
The founder of the upscale shoe company Harry's Shoes Ltd. persuaded actors to wear prototypes of his company's shoes to the Oscars. This shoe company believed that the actors would be ________ for the company. A) opinion leaders B) heuristics C) mass-classes D) stewards E) subcultures
A) opinion leaders
The greater the ________ of a purchase, the higher the consumer's level of involvement will be. A) perceived risk B) cognitive dissonance C) psychographics D) heuristics E) targeting
A) perceived risk
The Hispanics in the United States who share some distinctive beliefs such as strong family values and religious faith are an example of a ________. A) subculture B) reference group C) social class D) microculture E) lifestyle
A) subculture
A consumer purchase decision made with a great deal of consumer exertion is a type of ________. A) habitual decision making B) extended problem solving C) independent heuristic rating D) dependent heuristic rating E) limited problem solving
B) extended problem solving
________ occurs when people learn that their actions result in rewards or punishments. A) Classical conditioning B) Operant conditioning C) Cognitive conditioning D) Information searching E) Observational learning
B) Operant conditioning
Robert has taken up bicycle riding as a hobby and as a way to maintain his physical stamina. He understands he will need to make sure he gets adequate water when he is bike riding. He wants to buy a hydration system. Having gathered a great deal of information, he has decided to compare three systems: Waterbags for Roadies, Supertanker Hydropacks, and Fast Water. Robert is in the ________ stage of his purchase decision. A) problem recognition B) evaluation of alternatives C) product choice D) postpurchase evaluation E) information choice
B) evaluation of alternatives
According to ________, men are not supposed to like movies that are described as "chick flicks," and women are not supposed to like movies that emphasize violence and destruction. A) social classes B) gender roles C) subcultures D) situational influences E) reference groups
B) gender roles
Some expectations regarding appropriate attitudes, behaviors, and appearances for men and women come from society's strong pressure to conform to ________. A) social classes B) gender roles C) cognitive dissonance D) microcultures E) the family life cycle
B) gender roles
Customer satisfaction with a purchase is based on which of the following? A) how the perceived risk of purchasing the product compares to the actual risk B) how the actual performance of the product compares to customer expectation of performance C) how the product's brand personality aligns with the customer's personality D) the service provided with the purchase E) the total cost of the purchase
B) how the actual performance of the product compares to customer expectation of performance
The three main categories of influences that affect the consumer decision-making process are ________. A) physical, emotional, and behavioral B) internal, situational, and social C) environmental, familial, and sociocultural D) sociocultural, behavioral, and external E) environmental, personal, and sociocultural
B) internal, situational, and social
Behavioral learning theories assume that ________. A) learning occurs when people watch the actions of others and note what happens to them as a result B) learning takes place as the result of connections we form between events C) the most important component of learning is affect D) people are problem solvers who passively react to associations between stimuli E) creativity and intuition play a primary role in the learning process
B) learning takes place as the result of connections we form between events
The consumer's ________ determines whether she will engage in habitual decision making, extended problem solving, or something in between the two. A) need for customization B) level of involvement C) need for cognitive dissonance D) ability to generalize stimuli E) personal marketing mix
B) level of involvement
A ________ is a pattern of living that determines how people choose to spend their time, money, and energy and that reflects their values, tastes, and preferences. A) family life cycle B) lifestyle C) personality D) motivation E) self-concept
B) lifestyle
There is a trend in the United States toward rediscovering the flavor of regional cooking and the use of locally grown ingredients. People are choosing to spend hours in the kitchen using only the freshest ingredients to recreate culinary traditions. This change in ________ is one of the reasons the number of farmers markets in the United States has increased by 70 percent in the last eight years. A) the family life cycle B) lifestyles C) demographics D) personality E) social class
B) lifestyles
A person's ________ is composed of a mixture of his beliefs about his abilities and observations of his own behavior and feelings (both positive and negative). A) personality B) self-concept C) lifestyle D) attitude E) cognition
B) self-concept
There are people who have similar income and education levels, and often share tastes in clothing, decorating styles, and leisure activities. These people also share many political and religious beliefs as well as ideas regarding valued activities and goals. These people could all be categorized as being in the same ________. A) family life cycle B) social class C) regional group D) operant conditioning set E) microculture
B) social class
Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about ________ advertising. A) alternative evaluation B) subliminal C) perceptual D) innovative E) comparative
B) subliminal
How does habitual decision making differ from extended problem solving? A) Extended problem solving uses behavioral learning, while habitual decision making relies upon cognitive learning. B) Consumers engaged in extended problem solving perceive less risk than consumers involved in habitual decision making. C) The level of involvement for habitual decision making is lower than it is for extended problem solving. D) Habitual decision making involves significant cognitive dissonance, while extended problem solving rarely involves cognitive dissonance. E) Consumers who are seeking to develop their loyalty to a brand would be more likely to make habitual decisions than use extended problem solving.
C) The level of involvement for habitual decision making is lower than it is for extended problem solving.
According to your text, a metrosexual is ________. A) a member of the mass-class with greater purchasing power and more access to high quality goods B) a man who does not adhere to his culture's evolving gender roles C) a straight, urban man who is interested in fashion, home design, gourmet cooking, and personal care D) an "average Joe" who is conscious of many everyday lifestyle decisions but isn't overly concerned with fitting into cultural trends E) a straight, suburban man who adheres to his culture's traditional gender roles
C) a straight, urban man who is interested in fashion, home design, gourmet cooking, and personal care
People's moods and behaviors are strongly influenced by their physical surrounding. Two dimensions, ________, determine whether a shopper will react positively or negatively to a store environment. A) color and size B) size and activity C) arousal and pleasure D) perceived risk and level of involvement E) motivation and self-concept
C) arousal and pleasure
Juana looked at her September issue of O magazine and did not see anything of interest. However, after her mother was diagnosed with bipolar disorder, Juana found the issue extremely interesting because it offered advice on how to help people who are suffering from this problem. The fact that the boring issue became quite interesting is most directly due to a change in Juana's ________. A) exposure B) cultural values C) attention D) personality E) self-concept
C) attention
Pat thought he had received the best deal on his new car. Shortly after the purchase, Pat started to notice certain disadvantages of his new car as he learned more about other cars available. Pat is experiencing ________. A) perceived risk B) multitasking C) cognitive dissonance D) sensory marketing E) consumerism
C) cognitive dissonance
A consumer identifies evaluative criteria during the ________ step of the consumer decision-making process. A) problem recognition B) information search C) evaluation of alternatives D) product choice E) postpurchase evaluation
C) evaluation of alternatives
A consumer who is armed with information and is narrowing down his choices and comparing the pros and cons of each remaining option is in the ________ step of the consumer decision-making process. A) problem recognition B) information search C) evaluation of alternatives D) product choice E) postpurchase evaluation
C) evaluation of alternatives
Singles of any age are more likely to spend money on expensive cars, entertainment, and recreation, while new parents spend money on baby furniture. These purchases reflect the different stages of the ________. A) lifestyle spectrum B) personality spectrum C) family life cycle D) social class hierarchy E) self-concept cycle
C) family life cycle
When he was a twenty-year-old bachelor, Hugh Atwater had different consumer needs than he did when he married at twenty six, fathered twins at twenty eight, and divorced at thirty seven. These changes in Atwater's consumer needs are directly related to changes in his ________. A) reference group B) adoption stage C) family life cycle D) subculture E) microculture
C) family life cycle
A company that makes unfounded claims about the environmental impact of its products is most likely to be accused of ________. A) environmental stewardship B) violating the Kyoto Protocol C) greenwashing D) consumerism E) environmentalism
C) greenwashing
Which of the following refers to the hundreds of millions of global consumers who now have a level of purchasing power that allows them to afford high-quality products offered by multinational companies? A) reference group B) social class C) mass-class D) green market E) microculture
C) mass-class
Consumer behavior is best described as a(n) ________ process. A) impersonal B) subliminal C) ongoing D) affective E) cognitive
C) ongoing
Several years ago, when the California raisin growers faced a surplus of raisins, they realized the problem resulted from consumers' evaluation of raisins as boring. To change consumers' ________ raisins, the California Raisin Advisory Board created the dancing raisins. A) motivation for B) self-concept of C) personality profiles of D) attitude toward E) conditioning toward
D) attitude toward
When a customer feels regret after purchasing a product, she is experiencing ________. A) psychography B) a heuristic C) an operant reaction D) cognitive dissonance E) a conditioned response
D) cognitive dissonance
Which of the following is the process individuals or groups go through to select, purchase, use, and dispose of goods, services, ideas, or experience to satisfy their needs and desires? A) the consumer decision-making process B) the family life cycle C) cognitive dissonance D) consumer behavior E) extended problem solving
D) consumer behavior
Brand loyalty in the product choice step of the consumer decision-making process is an example of a ________. A) psychographic B) consumer expectation C) cognitive dissonance D) heuristic E) behavioral target
D) heuristic
Country of origin is a ________ some consumers use to decide what brand to buy. A) psychographic B) demographic C) postpurchase evaluation D) heuristic E) behavioral target
D) heuristic
Ruth loves to bake homemade breads. She will use only Pillsbury flour because that's the brand her mother, the best baker Ruth ever knew, always used. Ruth's brand loyalty is a type of ________. A) behavioral targeting B) core competency C) cognitive dissonance D) heuristic E) self-esteem
D) heuristic
Consumers often rely on decision guidelines, or mental rules-of-thumb, when weighing the merits of competing brands. These rules are referred to as ________. A) evaluative criteria B) attitudes C) affects D) heuristics E) cognitions
D) heuristics
Maslow's theory is that ________ can be arranged in a hierarchy. A) stimuli B) beliefs and attitudes C) perceptions D) human needs E) decisions
D) human needs
Which of the following refers to the process of assigning meaning to a stimulus? A) cognition B) attention C) affect D) interpretation E) exposure
D) interpretation
A ________ is a set of people a consumer wants to please or imitate. A) culture group B) family lifestyle group C) perception group D) reference group E) social class group
D) reference group
Which of the following is the highest level of needs on Maslow's hierarchy of needs? A) social needs B) ego needs C) physiological needs D) self-actualization needs E) belongingness needs
D) self-actualization needs
Cyber-hangouts in Europe try to increase customer traffic with computer game competitions. In doing so, the retailers show their awareness of the importance of ________ in designing the activities offered in the store. A) lifestyle B) self-concept C) family life cycles D) situational influences E) social class
D) situational influences
A group coexisting with other groups in a larger culture whose members share a distinctive set of beliefs or characteristics is a ________. A) target market B) market segment C) social class D) subculture E) lifestyle
D) subculture
Jane's aunt wants a cashmere blanket to put over her legs when she watches television from her favorite chair. Jane could drive fifty miles and pay $90 for the blanket, or she could order one off the Internet for $168. Because Jane works fifty hours a week, cares for three children, and tries to help her aunt, she opts to buy the blanket on the Internet. This is an example of how ________ influences the consumer decision-making process. A) a microculture B) an opinion leader C) a reference group D) time E) learning
D) time
When Tom wanted to buy a new gas grill, he searched for grills on the Internet. He was able to gather information on grills and learn what features were available. Tom used the Internet during the ________ stage of his purchase decision. A) product choice B) evaluation of alternatives C) problem recognition D) problem screening E) information search
E) information search
Jell-O brand gelatin introduced a line of vegetable flavored gelatins, including tomato and celery. The product failed because consumers associated Jell-O gelatin with a sweet, fruit-based flavor. In this example, consumers' ________ made them unwilling to accept the new product. A) exposure B) cognition C) self-actualization needs D) personalities E) interpretation
E) interpretation
Beautiful actresses appear in ads testifying to the quality of a brand of hair coloring products. This is an application of which learning theory? A) operant conditioning B) cognitive dissonance C) hierarchy of needs D) classical conditioning E) observational learning
E) observational learning
Exposure, attention, and interpretation are the three components that affect an individual's process of ________. A) psychographics B) dissonance C) affect D) status E) perception
E) perception
Consumer satisfaction/dissatisfaction is part of the ________ step of the consumer decision-making process. A) problem recognition B) information search C) evaluation of alternatives D) product choice E) postpurchase evaluation
E) postpurchase evaluation
Leona purchased two bottles of wine from vineyards in Australia. When asked her opinion of the wine, she said the burgundy wine tasted like alcoholic grape juice, but the Chablis had a crisp taste that she really enjoyed. These statements were made during the ________ stage of Leona's purchase decision. A) evaluative criteria selection B) situational analysis C) problem recognition D) product choice E) postpurchase evaluation
E) postpurchase evaluation