Consumer Behavior Cp. 6-7 (Multiple choice)
Psychographic analysis involves surveying consumers using _____ to gain an understanding of consumers' activities, interests, and opinions.
AIO statements
Carol, a young, dynamic, and affluent banker, likes to shop online and try out new products. She likes to keep herself updated on the latest products introduced in the market. She is usually the first among her friends to buy the latest gadgets. Which of the following traits best describes Carol's behavior?
Conscientiousness
Which of the following traits is a component of the five-factor model approach?
Conscientiousness
_____ is a lifestyle analysis technique that uses 66 different segments as descriptors of individual households, which are ranked according to socioeconomic variables.
PRIZM
Which of the following is true of the effects of the source of a message on consumer attitudes?
The persuasive effect of source credibility tends to be highest when consumers lack the motivation to expend effort attending to the details of an ad.
Downshifting refers to:
a conscious decision to reduce one's material consumption
In the context of the elaboration likelihood model, which of the following is true of the peripheral route?
a consumer is unlikely to develop cognitive responses to a message
Identify a true statement in the context of social judgment theory.
a message that is perceived as being far away from the original attitude position will fall within the latitude of rejection
The theory of planned action expands upon the behavioral intentions model by including:
a perceived control component
Which of the following types of effect is said to occur when material presented later in a message has the most impact?
a recency effect
The matchup hypothesis states that:
a source feature is most. effective when. it corresponds with relevant products
_____ refers to a distinguishable characteristic that describes one's tendency to act in relatively consistent manner.
a trait
Identify a true statement about the attitude-toward-the-object (ATO) approach.
adding beliefs about new attributes may require a physical change to the product itself
The statement "I really like my new tablet computer" best reflects the _____ component of attitude.
affect
According to the ABC approach to attitudes, the three components of attitudes are _____.
affect, behavior, and cognitions
According to social judgment theory, assimilation occurs when:
an incoming message falls within the latitude of acceptance
According to Sigmund Freud, human behavior is influenced by:
an inner struggle between various. systems within the personality system
Consumer behavior is considered to be competitive when a consumer:
attempts to display superiority. over others by. openly flaunting exclusive products, especially. publicly visible products
MarketNerd Inc., a marketing firm, is conducting a market research study on consumers' attitudes toward online shopping websites. In order to achieve its research objectives, MarketNerd collects information from several social networking sites and blog posts and uses the information to track consumers' evaluations of various shopping portals and websites. This process is best described as _____.
attitude tracking
_____ are relatively enduring overall evaluations of objects, products, services, issues, or people.
attitudes
Identify a true statement in the context of attitude-behavior consistency.
attitudes are stronger predictors of behavior when situational factors do not impede the product. selection
The statement "I always buy that brand" is an example of the _____ component of attitude.
behavior
The _____ explicitly focuses on a consumer's attitude toward the behavior of buying rather than the attitude toward an object.
behavioral intentions model
Percy, a professional nature photographer, wants to buy a camera. When he comes across an ad for a camera in a magazine, he carefully considers and evaluates the various attributes of the camera. He also weighs its advantages against the price and assesses its usability under inclement weather conditions. In the given scenario, Percy is focusing on _____.
central cues
The statement "I find that the batteries manufactured by this brand have the longest life" is an example of the _____ component of attitude.
cognitions
In the context of consumer behavior traits, _____ can be defined as an enduring tendency to strive to be better than others.
competitiveness
Tanya is planning on redesigning her living room and is working with her interior designer to come up with the most suitable arrangement. She is very particular about the lighting, space, and furniture she wants in the area. She goes over the details repeatedly to make sure everything is planned perfectly. Which of the following traits of the five-factor model does Tanya exhibit?
conscientiosness
The balance theory approach is based on the:
consistency principle
Deanne is married to a very wealthy attorney, and she wants everyone to know of her wealth and status. She drives an expensive car and wears designer clothing and diamond jewelry. In the given scenario, which of the following traits does Deanne exhibit?
conspicuous consumption
Targeted marketing communications is required because:
consumers vary across. the concepts of personality, lifestyle, and self-concept
In the context of the hierarchy of effects, high-involvement decisions:
contain significant risk
According to social judgment theory, if a message is perceived as falling in the latitude of rejection, a _____ occurs.
contrast effect
The term _____ refers to observable, statistical aspects of populations, including such factors as age, gender, or income.
demographics
Which of the following is true of message construction?
directly comparing one brand against specific competitors can be effective, especially when the brand being promoted is not already the market leader
According to the functional theory of attitudes, the _____ enables a consumer to protect himself or herself from information that may be threatening.
ego-defensive function of atitudes
Nathan is diabetic and has been advised by his doctor to reduce his sugar intake. He, however, discounts the negative health consequences of sugar and frequently eats candies. This is an example of the _____.
ego-defensive function of attitudes
Sebastian plans to open a restaurant but he is unsure about how to attract customers. He hires a consumer researcher to analyze and find his target market. The researcher's analysis reveals that the planned location of the restaurant is in a highly Hispanic locality. He advises Sebastian to have a theme influenced by the Hispanic culture in his restaurant as well as when he prepares marketing strategies for the restaurant. In the given scenario, which of the following demographic variables has the researcher identified?
ethnicity
Ethan's colleague Mia is excited about attending a comic-con over the weekend. She mentions her plan to Ethan and then goes on to tell him more about the event. Ethan has never attended a comic-con before, but he decides to go to the event as it sounded like a fun thing to do. In the context of the hierarchy of effects, Ethan's behavior can be explained by the _____.
experiential hierarchy
In the context of self-concept, the _____ represents the various possessions that a consumer owns that help him form perceptions about himself.
extended self
In the context of the psychoanalytic approach, the ego primarily:
focuses on resolving the. conflicts. between the id and the superego
PRIZM is based on the premise that people with similar backgrounds and means tend to live close to one another and emulate each other's behaviors and lifestyles. This is an example of the _____.
geodemographic technique
_____ combine data on consumer expenditures and socioeconomic variables with regional information in order to identify commonalities in consumption patterns of households in various regions.
geodemographic techniques
Which of the following statements is true of sex appeals in advertising?
highly sexual ads tend to outperform non-sexual ads when they have highly arousing content
Identify a true statement in the context of message appeals.
humorous ads appear to be most effective when a consumer's attitudes are initially positive rather than negative
According to the psychoanalytic approach to personality, the _____ focuses on pleasure-seeking and immediate gratification.
id
Stan is a marketing intern who has been asked to conduct a research on consumer behavior by a fashion designer. The designer wants him to focus on a few selected customers who exclusively buy customized products from the designer. Stan conducts his research by interacting with each customer to know more about their psychological makeup. In the given scenario, Stan is using the _____.
idiographic perspective
The _____ focuses on the total person and the uniqueness of his or her psychological makeup.
idiographic perspective
Which of the following statements is true in the context of attitude change theories and persuasion?
if the affect found in the schema can be changed, then the attitude toward a brand or product will change as well
The degree to which a consumer is open to new ideas and quick to buy new products, services, or experiences soon after they are introduced is referred to as _____.
innovativeness
Which of the following statements is true about PRIZM?
it combines demographic and behavioral information in a manner that enables marketers to better understand and target their customers
Which of the following best describes the ideal self?
it refers to how consumers would like to perceives themselves
Which of the following best describes semiotics?
it refers to the study of symbols and their meanings
Karen has always owned Pferd automobiles. When she decided to gift a car to her son, her brand loyalty made the decision easy. She bought the latest model of Pferd hatchback for her son. In the context of the functional theory of attitudes, this scenario reflects the _____ of attitudes.
knowledge function
Social judgment theory uses _____ to explain attitude change.
latitudes of acceptance and latitudes of rejection
Sam recently bought Deep Waters, a new cologne. He bought the particular cologne just because his favorite football star had endorsed it. In the given scenario, which of the following does Sam display?
low need for cognition
Victoria needs to collect her prescription on her way home. While she is at the pharmacy, she decides to buy milk. Though the milk is not of the brand she usually buys, she buys it in order to avoid a trip to the grocery store. In the context of the hierarchy of effects, Victoria's decision to purchase the milk at the pharmacy is an example of the _____.
low-involvement hierarchy
Pearl Beauty Inc., a leading cosmetics manufacturer, wants to introduce its new anti-aging cream in the market. The target audience for the cream comprises women in their mid-30s. Pearl Beauty decides to sign up a well-known model in her mid-30s to endorse and promote the product. According to the _____, using a model who is in her mid-30s is likely to be far more effective than using someone much younger in the advertisement.
matchup hypothesis
Sarah is very possessive of her clothes. She does not like lending her clothes to others, including her siblings and friends. She tends to get very envious of girls who have clothes that she feels is better than hers. Which of the following traits does Sarah's behavior best illustrate?
materialism
_____ is closely associated with a tendency to retain control and ownership over possessions.
materialism
The prediction of individual behavior tends to be stronger with the _____.
multiple-trait approach
Stella is surfing the Internet to look for affordable apartments in New York City. Every time she clicks on a link to a webpage, she gets interrupted by floating ads. The ads stay on the screen for 30 seconds. She does not know how to disable them and finds them extremely irritating and disruptive. In a basic communication model, these floating ads are an example of _____.
noise
Which of the following characterizes innovativeness in a consumer?
novelty-seeking behavior
In the context of the elaboration likelihood model (ELM), the attractiveness of the person delivering a message and the expertise of the spokesperson of a message are examples of _____.
peripheral cues
In the elaboration likelihood model (ELM), nonproduct-related information presented in a message is referred to as _____.
peripheral cues
Jenny is shy and afraid to speak to other people. She avoids going out with her friends and colleagues and prefers to read a book on her own rather than interacting with others. These emotions and behaviors that Jenny exhibits comprise her _____.
personality
_____ is the totality of thoughts, emotions, intentions, tendencies, and behaviors that a person exhibits consistently as he or she adapts to the environment.
personality
Which of the following statements is true of personality?
personality can be conceptualized as a combination of specific traits
Which of the following terms refers to specific attempts to change attitudes?
persuasion
The id primarily operates on a(n) _____.
pleasure principle
_____ represents the tendency for consumers to focus on making progress and accomplishing more in less time.
productivity orientation
The ego-defensive function of attitudes allows consumers to choose products that:
protect their self-image
According to the psychoanalytic approach to personality, the _____ implies that the ego seeks to satisfy the id within the constraints of society.
reality principle
Mary thinks of herself as a warm, caring person. She is content with her life and believes that others enjoy her company. These thoughts and feelings that Mary has about herself comprise her _____.
self-concept
_____ refers to the totality of thoughts and feelings that an individual has about himself or herself.
self-concept
Sally is a research student who wants to conduct a consumer behavior research for her doctoral thesis. Believing that consumers often use products to convey their self-concepts to others, she studies luxury brands, logos, and products to find out what they mean to consumers. Which of the following best describes her field of study?
semiotics
According to balance theory, the relations between the observer (consumer) and the other elements in a system are referred to as _____.
sentiment relations
The placement of information in a specific message at the beginning, middle, or end of the message impacts the recall of the information and is a basic tenet of what is known as the _____.
serial position effect
Jenny is a value-conscious consumer. Which of the following behaviors is she most likely to exhibit?
she is likely to make sure she. maximizes what she receives from a transaction
In the context of the approach to personality research, with the _____, the focus of a researcher is on one particular trait.
single-trait approach
Which of the following brand personality dimensions characterizes a brand that markets its luxury car highlighting its lustrous and elegant features?
sophistication
Claudia reads publications such as The Wall Street Journal and other reputed dailies, and perceives herself to be knowledgeable about current affairs. Which of the following self-concepts is best reflected in Claudia's perception of herself as a knowledgeable person?
the actual self
Which of the following approaches involves assessing behaviors and tendencies over time?
the agregation approach
Which of the following consumer attitude models is known as a compensatory model?
the attitude-toward-the-object model
Mike has a passion for computer games. He owns three top-of-the-line gaming computers. He keeps himself updated about the latest models and their features. In the context of the elaboration likelihood model, which of the following is most likely to be activated when Mike comes across an advertisement for an advanced gaming computer that has been introduced in the market?
the central route to persuasion
Which of the following statements is true in the context of source credibility?
the credibility of a spokesperson has a stronger influence than the credibility of a company
Restaurant managers know that one way to get diners to relax and order more drinks is to play soft, soothing music. Which of the following hierarchies explains this action of the diners?
the experiential hierarchy
Roderick wants to purchase a new computer for his daughter. He collects information about the prices and features of the latest models available in the market. He plans to make the actual purchase only after extensively researching and evaluating various models. In the context of the hierarchy of effects, which of the following best describes Roderick's actions?
the high-involvement hierarchy
Carl refrains from drinking alcohol when he is in public because he feels that drinking alcohol is not socially acceptable. He prefers to drink at home with close friends and family. According to the psychoanalytic approach, which of the following is responsible for Carl's behavior?
the superego
Naira is a consumer research and market analyst. She prepares questionnaires that are designed to identify a consumer's distinguishable characteristics. These characteristics are analyzed to find out how they motivate a consumer to act in particular ways. The results of these analyses help various companies understand their target markets better. Which of the following personality research approaches has Naira implemented in the given scenario?
the trait approach
Which of the following statements is true about consumer lifestyles?
they are considered an important manifestation of social stratification
Which of the following is a characteristic of consumers with low need for cognition?
they tend to be influenced by things like an endorser's attractiveness and cues that are not central to. a message
Which of the following characterizes the category of strivers in the Values and Lifestyles segments?
they view shopping as a way to demonstrate to others their ability to pay
Finn is a researcher, and he wants to study how consumers' tendency to be productive affects their leisure activities. He also tries to find common personality traits that exist across consumers. Which of the following approaches to studying personality is Finn using in the given scenario?
trait approach
In balance theory, the object-person relation is referred to as a _____.
unit relation
Danielle is a very meticulous shopper and is keen on maximizing the value of every transaction she makes. She uses coupons whenever possible and purchases items on sale to save money. However, she is likely to pay more for a product if she thinks that it is the best one to meet her or her family's needs. Which of the following consumer behavior traits does Danielle display?
value consciousness
_____ represents the tendency for consumers to focus on maximizing what is received from a transaction as compared to what is given.
value consciousness
Alexa is a strong advocate of animal rights, and she supports several campaigns by organizations such as People for the Ethical Treatment of Animals (PETA). In the given scenario, the _____ has enabled Alexa to support the cause that she strongly advocates.
value-expressive function of attitudes
_____ classifies consumers into eight distinct segments based on resources available to the consumer, as well as three primary motivations.
values and lifestyles approach
According to the psychoanalytic approach to personality, the superego:
works against the id by motivating behavior that matches societal norms and expectations
The ego-defensive function of attitudes:
works as a protection mechanism for consumers
