Ch. 9 Consumer Behavior

76. Brands are associated with global affective evaluations that can be recalled from memory when making a choice. This process has been called a. affect referral. b. emotional transfer. c. emotional retrieval. d. global evaluative associations. e. evaluative recall.

A. affect referral

16. A low level of motivation to process is most often found with a. common repeat-purchase products. b. products overseas. c. large and expensive but functional products. d. hedonic products. e. goods and services with symbolic value.

A. common repeat-purchase products

47. All of the following might be choice tactics that are used in low-effort processing situations except ____ tactics. a. conjunctive b. normative c. variety-seeking d. affect e. performance

A. conjunctive

22. Upon entering the East German market, Coca-Cola took advantage of the fact that most consumers were used to taking their soft drinks from vending machines to focus on vending machines when setting up their distribution system. They were utilizing ____ to capture consumers. a. habit b. brand loyalty c. price d. additive differential decisions e. buying the most familiar brand

A. habit

68. Li purchases only Dove, Ivory, and Irish Spring soaps. She is what is best known as a. multibrand loyal. b. a habitual buyer. c. operant conditioned. d. a repeated-brand purchaser. e. a multicommitted buyer.

A. multibrand loyal

53. Overall, ____ has been found to be a very critical factor in brand choice. a. past experience b. brand name length c. the color of packaging d. partially implicit target resubstantiation e. partially explicit target resubstantiation

A. past experience

38. John really did not think much about Wind Out breath mints until he bought a pack and realized how strong they were. Then he decided he liked them. This is an example of how, for these types of products, a. strong attitudes are more likely to develop after purchase. b. advertising has a strong effect on purchase. c. word of mouth has a strong effect on purchase. d. repetition has little effect on decision making. e. processing of information about att

A. strong attitudes are more likely to develop after purchase.

63. Shaping involves a. taking consumers through a series of successive steps to lead them to a desired response. b. focusing consumer attention on processing the positive attributes of the brand so that they will form a positive overall evaluation. c. focusing consumer attention on processing the negative attributes of the competing brand so that they will form a negative overall evaluation. d. the strengthening of brand associations. e. utilizing the law of small numbers to form evaluations.

A. taking consumers through a series of successive steps to lead them to a desired response.

41. The hierarchy of effects for pure affective choice would be a. thinking, feeling, behavior. b. feeling, thinking, behavior. c. thinking, behavior, feeling. d. behavior, feeling, thinking. e. feeling, behavior, thinking.

E. feeling, behavior, thinking

32. The ____ is the expectation that information obtained from a small sample of people represents the larger population. a. representativeness heuristic b. unrepresentativeness heuristic c. estimation assumption d. telescoping assumption e. law of small numbers

E. law of small numbers

52. If a consumer buys Liquid Tide and is impressed by its ability to clean clothes, he will be more likely to buy it again. This is best thought of as an example of the nature of ____ obtained from former actions. a. physiological response b. cognitive dissonance c. retrieval d. cognitive approval e. reinforcement

E. reinforcement

26. The process referred to as the ____ occurs when consumers make comparisons to a category prototype or exemplar. a. prototype process b. comparative process c. exemplar model d. conjunctive model e. representativeness heuristic

E. representativeness heuristic

27. If we want to estimate the likelihood that a new, low-calorie frozen dinner is of high quality, we might compare it to a very common brand such as Weight Watchers. This is an example of a(n) a. prototype process. b. comparative process. c. exemplar model. d. conjunctive model. e. representativeness heuristic.

E. representativeness heuristic

56. The key to development of performance-related tactics is a. high elaboration. b. negative affect. c. cognitive effort. d. information processing. e. satisfaction.

E. satisfaction

61. ____ is the term for operant conditioning used to elicit repeat purchases. a. Charging b. Modeling c. Foot in the door d. Eliciting e. Shaping

E. shaping

62. A free sample generates a trial use of a brand. A high-value coupon might be included with the sample to induce the consumer to purchase the product. Then, a series of lower-value coupons are used to promote further repurchase. When the coupons are withdrawn, marketers hope that the consumer will purchase by habit. This is an example of a. reinforcement. b. punishment. c. risk aversion. d. retrieval conditioning. e. shaping.

E. shaping

33. Word-of-mouth communication is powerful because we tend to have confidence that the opinions of friends or relatives are more reflective of the majority than they may be. This is an example of a. size distortion. b. the extrapolation bias. c. the infrequency bias. d. sample error. e. the law of small numbers.

E. the law of small numbers

36. Trident gum's ads focus on the base rate information that 4 out of 5 dentists recommend Trident. They humorously show what happened to the 5th dentist, such as falling asleep or being bitten by a squirrel to explain why 100% of the dentist are not endorsing Trident. This is an example of a. providing consumers with vivid, base rate information. b. making word-of-mouth information more specific. c. increasing the number of brands available. d. focusing consumer attention on attribute processing. e. encouraging consumers to engage in noncompensatory processing.

a. providing consumers with vivid, base rate information.

57. Advertising can play a central role in influencing performance evaluations by a. setting up expectations of reinforcement. b. increasing the number of source derogations for a brand. c. increasing the processing of positive cognitions about the product. d. aiding in the retrieval of overall brand evaluations for decision making. e. increasing the number of support arguments for a brand.

a. setting up expectations of reinforcement.

23. In low-effort purchase situations a. consumers search for information to ensure correct choices. b. Consumers may use a multiattribute model to choose between brands. c. consumers are likely to be very brand loyal. d. environmental stimuli such as the ambient scent in a store may result in unconscious decision-making. e. consumers do not satisfice.

b. Consumers may use a multiattribute model to choose between brands.

42. Zone of acceptance refers to consumers' a. choices of the first acceptable alternative. b. acceptable range of prices for any purchase situation. c. rate of complex feelings of satisfaction. d. rate at which consumers are satisfied with purchases. e. likelihood consumers are satisfied when making a low-effort decision.

b. acceptable range of prices for any purchase situation.

48. A consumer says "I like the brand, so I bought it." This could best be described as a(n) ____ tactic. a. conjunctive b. affect c. normative d. variety-seeking e. performance

b. affect

65. In one study, eye-catching displays increased sales of frozen dinners by 245 percent, laundry detergent by 207 percent, and salty snacks by 172 percent. This is best thought of as an example of marketers attempting to a. shape buyers' habits. b. capture the habitual buyer's attention. c. reinforce purchasing behavior. d. punish incorrect purchasing behavior. e. utilize the strength of brand associations to promote products.

b. capture the habitual buyer's attention.

18. When consumers make a judgment about a soft drink such as Coca-Cola or Pepsi Cola, they will likely a. utilize high-elaboration processing. b. employ "rules of thumb." c. utilize high levels of cognitive processing. d. utilize high levels of affective processing. e. examine choices by attribute.

b. employ "rules of thumb"

72. Sophie is very brand loyal to Duracell batteries. She needs new batteries for her digital camera and she is leaving for a vacation the next day. When she goes to a local discount store to purchase batteries, the Duracell batteries she needs are out of stock. Sophie will probably a. buy Energizer batteries as they are probably just as good. b. go to another store to buy Duracell batteries. c. fill out a rain check form to get Duracell batteries in 2 weeks. d. write a letter to the parent company of the store. e. go to Duracell's website and file a complaint.

b. go to another store to buy Duracell batteries.

34. A major contributing factor to the ____ of low-effort decision making by consumers is the relative unimportance of these decisions. a. vividness b. high frequency c. high elaboration d. cognitive nature e. greater availability

b. high frequency

58. An advertisement for "Bounty, the quicker picker-upper," is an example of a marketing strategy appealing to consumers' use of ____ tactics. a. subjunctive b. performance c. normative d. variety-seeking e. conjunctive

b. performance

50. Judy wears a new pair of shoes and gets several compliments about them from her friends. In operant conditioning terms, this would be considered a. a conditioned stimulus. b. positive reinforcement. c. affect referral. d. punishment. e. conditional approval.

b. positive reinforcement

54. A consumer may have a bad experience with a product or service and decide not to purchase it again. In operant conditioning terms, this is known as a. negative evaluation. b. punishment. c. a negative affective reaction. d. non-repurchase. e. a null response.

b. punishment

17. When MAO to process is low, consumers use heuristics to a. increase attention to the decision-making process. b. reduce the effort at making a judgment. c. increase cognitive processing. d. increase affective processing. e. reduce the choice process to a lexicographic process.

b. reduce the effort at making a judgment.

69. To identify the truly brand-loyal customer, ____ must be measured. a. repeat purchase behavior b. repeat purchase behavior and preference c. preference d. brand association retrieval e. brand association retrieval and preference

b. repeat purchase behavior and preference

77. ____ can lead to affect generation through brand familiarity. a. The brand familiarity effect b. The mere exposure effect c. Schema processing d. High-exposure processing e. Operant conditioning

b. the mere exposure effect

75. Every three weeks Coca Cola products go on sale at 30% off the regular price. How is this likely to affect consumers' perceptions? a. They will infer that Coca Cola is inferior to Pepsi. b. They will infer that Coca Cola is a superior brand to store brands. c. They will begin to believe that the sale price is the regular price and not buy Coca Cola unless it is on sale. d. They will consider brand switching. e. It will have no effect on consumers' perceptions.

c. They will begin to believe that the sale price is the regular price and not buy Coca Cola unless it is on sale.

28. Suppose you purchased an automobile that was a lemon. It required constant repair. This experience may still color your judgment of the quality of the brand even though the brand has few breakdowns today. This is an example of how ____ is more likely to be recalled and thus, influence judgments. a. representative knowledge b. base-rate information c. accessible information d. attribute-based linkage e. affective habit

c. accessible information

30. One study demonstrated that consumers who were given case history scenarios of refrigerator breakdown provided 30 percent higher estimates of breakdown than those who were given actual statistics about the incidence of breakdown. This is an example of how the ____ can bias judgment. a. accessibility model b. attribute recall heuristic c. availability heuristic d. judgment-encoding process model e. cognition-recall process model

c. availability heuristic

24. When MAO is low, individuals are motivated to be a. affectively involved. b. cognitively involved. c. cognitive simplifiers. d. makers of whole evaluations. e. evaluators of products by single attributes.

c. cognitive simplifiers

43. Caroline realized she needed gas but she did not care much about where she fills up, as long as it is the cheapest per gallon. Caroline, here is a a. market maven. b. price purveyor. c. deal-prone consumer. d. high-effort decision maker. e. price perception consumer.

c. deal-prone consumer.

21. Amber is buying music on iTunes. Her likely hierarchy of effects is a. impulse purchasing. b. behaving-thinking-feeling. c. feeling-behaving-thinking. d. behaving-feeling-thinking. e. thinking-feeling-behaving.

c. feeling-behaving-thinking

70. Price-related tactics are more likely to be employed when there are a. big differences in quality between brands and a weak price-quality relationship. b. strongly established brand images. c. few perceived differences among brands. d. a few brands with strong brand loyalty established among consumers. e. many habitual buyers in the market.

c. few perceived differences among brands.

44. Most low-effort decisions are made a. with considerable effort. b. with a high level of cognition but a low level of affect. c. frequently and repeatedly over time. d. to choose the best possible selection. e. occasionally but with considerable expense.

c. frequently and repeatedly over time

59. ____ can be characterized by little or no processing. a. Performance processing b. Attribute-based decisions c. Habit d. Emotional processing e. Noncompensatory decisions

c. habit

19. Representativeness and availability are two major types of a. compensatory processes. b. noncompensatory processes. c. heuristics. d. evaluations. e. emotional processing.

c. heuristics

35. ____ refers to the progression of thinking, feeling, and doing during consumers' decision making. a. Satisficing b. Progressive system c. Hierarchy of effects d. Flowing structure e. Sequential system

c. hierarchy of effects

39. Kimberly thought about buying a book. When she went into the bookstore, a cover attracted her eye and she wanted to purchase the book. She grabbed it and went to the cashier. It was only after she began to read the book that she began forming an attitude about it. This is best known as the a. progression theory. b. cognitive primacy model. c. hierarchy of effects. d. TFD model. e. central processing theory.

c. hierarchy of effects

74. Regarding price changes, consumers tend to be a. relatively insensitive to any price change. b. equally responsive to price increases and to price decreases. c. more responsive to price decreases than to price increases. d. only responsive to price changes when elaboration is high. e. more responsive to price increases than to price decreases.

c. more responsive to price decreases than to price increases.

55. In ____, learning occurs because the same act is repeatedly reinforced or punished over time. a. incidental learning b. classical conditioning c. operant conditioning d. passive learning e. schematic learning

c. operant conditioning

64. All of the following are techniques commonly used to change the purchasing habits of habitual buyers of other brands except a. free samples and coupons. b. introduction of a new and unique benefit. c. reinforcement of repeat purchasing behavior. d. an end-of-aisle display. e. electronic bulletin boards.

c. reinforcement of repeat purchasing behavior

78. Healthy Choice ice cream co-branded with the Butterfinger brand of candy bars to come up with a new flavor. Why did Healthy Choice do this? a. because there is a negative affect associated with a healthy product b. to attract older customers c. to benefit from the combined power and familiarity of both brand names d. because it wanted to increase Butterfinger's profitability e. because the CEO of Healthy Choice likes Butterfinger candy bars

c. to benefit from the combined power and familiarity of both brand names

79. A consumer might drink Classic Coke on a regular basis, but one day suddenly gets the urge to have a Pepsi, and then returns to Coke for later purchases. In marketing and consumer behavior, this phenomenon has been referred to as a. affect. b. hedonic consumption. c. variety seeking. d. impulse purchase. e. symbolic consumption.

c. variety seeking

37. One study examined how quickly consumers make decisions about their laundry detergent. The study found that on average, it takes ____ for consumers to make a decision. a. several minutes b. about a minute c. a fraction of a second d. 85 seconds e. 2 minutes

d. 85 seconds

20. All of the following are choice tactics used under low-effort consumer judgments and decision making except a. habit. b. brand loyalty. c. utilizing price-quality relationships. d. additive differential decisions. e. buying the most familiar brand.

d. additive differential decisions

29. Judgments based on the availability heuristic are biased because they ignore a. representativeness. b. hierarchies of effect. c. judgments. d. base-rate information. e. availability.

d. base-rate information

31. ____ tells us how often the event occurs across all consumers. a. Representativeness b. Hierarchy of effect c. An event judgment d. Base-rate information e. Availability

d. base-rate information

40. Some researchers have challenged the belief-behavior link in low involvement situations. Robert Zajonc and others believe that consumers can make a decision based primarily on a. cognitions. b. schemas. c. associations. d. feelings. e. spreading activation.

d. feelings

80. Mel went into the car dealership just to look, but he walked out with a brand new automobile. This is an example of a. affect. b. hedonic consumption. c. variety seeking. d. impulse purchase. e. symbolic consumption.

d. impulse purchase

51. Operant conditioning views behavior as being influenced by a. a conditioned stimulus being attached to an unconditioned stimulus. b. an unconditioned stimulus being attached to a conditioned stimulus. c. cognitive dissonance. d. previous actions and the reinforcement from these actions. e. cognitive reasoning built up from previous decisions.

d. previous actions and the reinforcement from these actions.

45. Low-effort decisions are often made by a. selecting among brands, one by one, based on overall evaluations. b. selecting brands by comparing the attributes of each brand. c. the careful consideration of only product category information. d. remembering previous decisions for the next choice. e. attention to marketing communications regarding that brand.

d. remembering previous decisions for the next choice.

25. Two major types of heuristics that have major implications for consumer behavior are a. attribute and brand processing. b. central and peripheral processing. c. conjunctive and subjunctive judgments. d. representativeness and availability. e. additive and subtractive differentials.

d. representativeness and availability

60. Habit simplifies the decision-making process. Consumers do not have to spend any time evaluating the alternatives. It also reduces a. operant conditioning. b. reinforcement. c. classical conditioning. d. risk. e. encoding.

d. risk

49. A consumer says "I need to try something different." This could best be described as a(n) ____ tactic. a. conjunctive b. affect c. normative d. variety-seeking e. performance

d. variety-seeking

66. An out-of-stock condition could force a consumer to break a habit because a. she will have a negative impression of the brand. b. she will forget about the brand. c. there will be fewer brand associations to process, thus breaking the consumer's purchasing habit. d. without a strong preference, the consumer is more likely to buy another brand than go to another store. e. of a lack of affective processing.

d. without a strong preference, the consumer is more likely to buy another brand than go to another store.

73. Naoki feels strongly that between $10 and $20 is a suitable price for a meal at a buffet restaurant. This is what is best known as his a. range of acceptability. b. expectation pricing. c. known price range. d. zone of acceptance. e. appropriate acceptability range.

d. zone of acceptance

71. What is the best way to attract the brand loyal customers of a competing brand? a. discount coupons b. special promotions such as contests and sweepstakes c. a frequency program where every 12th item purchased is free d. shaping e. It is usually better to avoid marketing to these consumers as they are already strongly committed to the competitor's brand.

e. It is usually better to avoid marketing to these consumers as they are already strongly committed to the competitor's brand.

46. Choice tactics allow consumers in common, repeat-purchase situations to a. memorize tasks through scripts. b. increase MAO. c. decrease MAO. d. have high-elaboration for the schemas. e. make quick, effortless decisions.

e. make quick, effortless decisions.

67. Brand loyalty is a. the optimization of consumer utility through a brand image. b. the repeat purchase of a brand because of habit. c. a reduction of cognitive processes through low-effort brand retrieval. d. also known as affective purchasing. e. the repeat purchase of the brand because of a conscious evaluation.

e. the repeat purchase of the brand because of a conscious evaluation.