Consumer Behavior Final Exam Quiz Questions

As someone who loves and cares for the environment buying and using a lot of plastic (like bags, storage containers, etc.) could be risky. This type of risk is referred to as psychological risk. This is a. true. b. false

a

For conscious low effort decision-making, individuals first develop beliefs, subsequently buy based on those beliefs, and finally form evaluations. This is a. true. b. false.

a

In terms of influencing cognitively based attitudes, marketers need to consider communication source and message. This is a. true. b. false.

a

Phil's attitude toward using dental floss was hard to change. Despite his dentist's advice, he always believed that using dental floss was unnecessary. On the other hand, he changed his high-sugar diet as soon as his doctor told him to do so. In terms of characteristics of attitudes, Phil's attitude towards dental floss and high-sugar diet refer to the factor of resistance. This is a. true. b. false.

a

While using a lexicographic model, a. decision is made based on the maximum performance on the most important attribute. b. decision is made when all the attributes are at or above your minimum cut-off. c. decision is made because it is the right thing to do or because it just feels right. d. decision is made based on only a couple of equally important attributes meeting or surpassing a high cut-off. e. decision is made based on balancing pros and cons.

a

In terms of classification of needs, ______ needs are those for which achievement is not based on other people. a. personally relevant. b. nonsocial. c. motivational. d. hierarchical. e. none of the above.

b

A consumer might drink Classic Coke on a regular basis but one day may get the urge to have a Pepsi. In terms of feelings based decision-making under low consumer effort, this is known as a. habit. b. hedonic consumption. c. variety seeking. d. unconscious decision making. e. none of the above.

c

11. In terms of the different biases in judgment processes, ______ bias states that consumers sometimes believe that bad things are more likely to happen to other people than to themselves. a. decisional. b. negativity. c. confirmation. d. self-positivity. e. judgmental bias.

d

Operant/instrumental conditioning views future behavior as being influenced by a. careful thinking. b. compensatory decision making model. c. high effort decision making. d. previous actions and the outcome of these actions. e. representativeness judgment.

d

All of the following determine the recall of attributes during internal search, EXCEPT: a. salience. b. vividness. c. diagnosticity. d. goals. e. prior experiences.

e

In the TORA model, subjective norms include both the motivation to comply and the a. attitude regarding the belief. b. source derogations. c. peak emotional experience. d. evaluation of the belief. e. normative beliefs

e

Mike was very involved with televisions when he needed to buy a new one. His involvement disappeared after his TV purchase. In terms of the types of involvement, Mike probably had a. goal involvement. b. focal attention. c. object involvement. d. perceptual involvement. e. situational involvement.

e

Teenagers may experience _________ in deciding whether to smoke cigarettes. Although they may believe that others will think they are cool for smoking (consistent with need for belonging), they also know that smoking is bad for them (incompatible with the need for safety). In terms of characteristics of needs this refers to a. needs aroused externally. b. hierarchical ordering of needs. c. needs aroused internally. d. dynamic needs. e. conflicting needs.

e

While marketers try hard to expose consumers to their products and brands, ultimately, consumers control whether the exposure to marketing stimuli occurs or not. That is, consumers actively seek certain stimuli while avoiding others. This refers to: a. perception. b. opportunity. c. selective processing. d. preattentive processing. e. selective exposure.

e

You always had a good impression regarding Subaru. When you came across a recent article on the web mentioning as to how Subaru won this year's award for having the best engine (beating competitors like Audi and BMW) your initial evaluation regarding Subaru became even more positive. You realized that you would definitely consider this car. This above example most closely resembles a. self-positivity bias. b. framing. c. imagery. d. attribute determinance. e. anchoring & adjustment.

e

Absolute threshold is an absolute concept; differential threshold is a relative concept. This is a. true b. false

a

All of the following are recalled during internal search EXCEPT: a. estimation of likelihood. b. brands. c. attributes. d. evaluations. e. experiences.

a

An ad for an expensive car brand shows an elegantly dressed couple getting out of the car and being in the company of other smartly dressed couples getting out of expensive cars to attend an opera. In terms of how we perceive a stimulus, this ad tries to associate the car brand with higher social class and the affluent lifestyles through a. grouping. b. subjective norms. c. closure. d. two-sided ads. e. none of the above.

a

Consumers who generate counterarguments and source derogations will have a strong attitude. a. true. b. false.

a

Consumers' effort while forming attitudes can be categorized as either being ______ or ______ route processing. a. central; peripheral. b. main; secondary. c. rational; emotional. d. central; logical. e. direct; indirect.

a

Cultural characteristics play a role in external search. For instance, members of a sub-group who identify with the surrounding culture - that is, are assimilated with the surrounding culture, are more likely to search for external information from media ads. This is a. true. b. false

a

Decision-making is the end-result of a judgment. This is a. true. b. false.

a

Eating once will not satisfy our hunger forever. Furthermore, after we have eaten a meal, we might have the need, for example, to be with others. In terms of the characteristics of needs, these examples indicate that needs are dynamic. This is a. true. b. false.

a

If you see a cow and a milk pitcher on a label, you may think that the product contains real dairy ingredients. Subsequently you may think that having real diary ingredients makes a product healthier and more expensive. Additionally, you also assume that a healthy and expensive product probably is organic. In terms of the factors that affect our making sense of a message, this refers to subjective comprehension. This is a. true b. false

a

In terms of cognitive resources affecting the ability to process information, experts process information in terms of attributes while non-experts do so in terms of benefits. This is a. true. b. false.

a

In terms of how cognitively based attitudes are influenced, communication source deals with source credibility and a. company reputation. b. objective comprehension. c. central route processing. d. argument quality. e. connative component/function.

a

Internet users employ various kinds of tools to avoid "pop-up" ads. In terms of how we avoid exposure to information that is not relevant to us, using ad-block refers to zapping. This is a. true. b. false.

a

McDonald's increased the size of its regular hamburger patty by 25% hoping that consumers would notice the change. On the other hand, when Häagen-Dazs reduced the amount of ice cream in its containers by 2 fluid ounces it changed the container sizes in such a way that negative change would go unnoticed. In terms of when individuals perceive a stimulus, these examples refer to the marketing implication of a. differential threshold. b. attentional perception. c. absolute threshold. d. perceptual threshold. e. attentional threshold.

a

Post-purchase assessment is likely to be greatest for extensive problem solving. This is a. true. b. false.

a

The stage 'encoding of evidence' with respect to learning from consumer experience refers to a. processing information that one experiences. b. forming expectations about a product or service. c. combining new information with prior/existing beliefs. d. testing out expectations through experience. e. none of the above.

a

While influencing cognitively based attitudes, indirect comparative ads are used when a. a moderate-share brand is compared to other moderate share brands. b. using emotional appeals. c. using match-up hypothesis. d. a low share brand is attempting to take sales away from a high share brand. e. none of the above.

a

You market a cell phone that is better compared to your competitor's brand. However, your target market hardly ever thinks of your brand; they always tend to recall positive information about your competitor's brand. Hence, you decide to run comparative ads highlighting the negative aspects of your competitor's brand. Given the problem, this decision on your part is a. right. b. wrong.

a

. For self-positivity bias, consumers' weigh negative information more heavily than positive information while making judgments. This is a. true. b. false.

b

9. In terms of opportunity (as a part of MAO) determining the extent of external search, the factor "Number of Items Being Chosen" suggests that a. consumers facing no time restrictions will search for more information. b. a more extensive search will be conducted with less variability in search patterns. c. consumers who like to search for information will be more motivated to search. d. younger (versus older) consumers have a greater tendency to search for information. e. none of the above.

b

A one-sided ad is a direct comparative ad, while a two-sided ad is an indirect comparative ad. This is a. true b. false

b

Distraction is a factor that affects one's ability to process information. This is a. true. b. false.

b

Hilga realized she needed gas but she did not care much about where she filled up. Given that where she is buying gas from is a low effort decision, Hilga will be more likely to optimize than to satisfice in terms of her choice of gas station. This is a. true b. false

b

In terms of effort used to form attitudes, central-route processing is best described as a. processing of information cognitively than affectively. b. processing of information based on the analysis of the main/central issues in a stimulus. c. processing of information affectively than cognitively. d. processing information pre-attentively. e. processing information based on peripheral issues in a stimulus.

b

In terms of external information search, traditionally, interpersonal, independent, followed by media have been the most frequently used forms of search. This is a. true b. false

b

In terms of high effort thought-based decision models, the ______ model is a compensatory model wherein a low score/evaluation on one attribute is compensated by a high score/evaluation on another attribute. a. judgment. b. multiattribute. c. consideration set. d. conjunctive. e. lexicographic.

b

In terms of the different factors that affect our making sense of a message, _________ reflects the extent to which consumers accurately understand what is stated in a message. a. Attentive understanding b. Objective comprehension c. Subjective comprehension d. Associational motivation e. Motivational attention

b

Marketers realize that for decisions based on low effort, sometimes, environmental stimuli might strongly influence choice. For instance, certain stores make female shoppers feel at home by scenting the air with a combination of orange, vanilla, and cedar. Alternatively, some marketers play pleasing music. The main idea here is that consumers sometimes make decisions automatically. This relates to the notion of conscious low effort decision-making. This is a. true. b. false.

b

Melissa was emotionally involved in the television advertisement for Delta Airlines. It brought back all sorts of feelings from her childhood experience with her family. In terms of forming attitudes based on emotions, Melissa is experiencing what is (are) best known as _____________ to the ad. a. primary responses b. affective responses c. secondary responses d. peripheral processing e. cognitive responses

b

Non-expert consumers tend to learn the most during learning from experience. This is a. true. b. false.

b

Puzzles attract attention primarily because they are pleasant stimuli. This is a. true. b. false.

b

Suppose you purchased a MP3 player, some time back, which needed constant repair. Today you may still recall your frustration and disappointment and hence you are not likely to consider the same brand. Assuming a low effort decision, this refers to ____ judgment. a. feelings based . b. availability. c. attribute. d. alternative based. e. representative.

b

The cultural affects comprehension of messages. In _________ cultures, such as many in Asia, much of a message's meaning is implied indirectly and communicated visually rather than stated explicitly in words. The message sender's characteristics, such as social class, values, and age play an important role in the interpretation of the message. a. Progressive. b. High context c. Goal-derived. d. Individualistic. e. Low context.

b

Two dimensions define attitude - thought /emotion and perception. This is a. true. b. false.

b

With print ads, consumers have a lot of control over how many times they view an ad and/or how long they spend processing the message. On the other hand, when consumers are exposed to ads on the TV they have relatively less control in terms of the above activities. Control of information is an important factor that influences consumer's _________. a. attention. b. opportunity. c. need. d. ability. e. none of the above.

b

With reference to objects of involvement, response involvement occurs when consumers are involved with the medium (say, television or magazine). This is a. true. b. false.

b

With reference to the TORA model, attitude specificity refers a. cognitive responses that are affective. b. determining a person's attitude towards the behavior rather than the object of the behavior. c. credibility of the spokesperson of a message. d. normative beliefs. e. affective or emotional responses.

b

You are thinking of changing your career and hence are very concerned as to what your spouse would have to say regarding this decision. In terms of the TORA model, the concern about your spouse's thoughts refers to a. support arguments. b. normative beliefs. c. behavioral intention. d. adding a new belief. e. attitude specificity.

b

You have to decide between different job offers you have received. You will choose one that has a good pay package or is within 20 miles of your home. You are probably using the conjunctive model of decision-making. This is a. true. b. false.

b

You see a new brand of toothpaste and compare it with your prototype - Crest. Because of this comparison, you perceive that the new brand is quite similar to Crest and hence you assume that it is of high quality. In terms of low effort judgment, this is an example of a. positive reinforcement. b. representativeness heuristic. c. shaping. d. availability heuristic. e. noncompensatory decision making.

b

10. In terms of consumer expertise and the amount of external information search, researchers have found that while non-expert and expert consumers tend to search for less information, moderately-expert consumers tend to search for most information. With regard to the factors determining how much one engages in external information search, consumer expertise is a part of the consumer's a. opportunity. b. confirmation bias. c. ability. d. judgment. e. motivation.

c

4. Generally, how many brands are usually present in the consideration/evoked set? a. always more than 12. b. usually less than 3. c. somewhere between 2 - 8. d. 6. e. anywhere between 10 & 15.

c

Factors that affect ability determining the amount of external information search include consumer knowledge, cognitive abilities, and a. time availability. b. amount of information available. c. demographics. d. perceived risk. e. number of items being chosen.

c

General Motors has used music by Led Zeppelin to reach out to prospective Cadillac buyers. Music, says the head of one of GM's ad agencies, is "often the best way to generate immediate recognition or elicit strong emotions and feelings." In terms of the marketing implications regarding attention, the above refers to making the ad a. perceptual. b. surprising. c. pleasant. d. personally relevant. e. lengthy.

c

If you went to a movie last night, you can probably remember your evaluation of the same readily. In terms of the characteristics of attitudes, this refers to the a. favorability b. persistance c. accessibility d. confidence e. none of the above

c

Jeff wants to get an A in the class. Hence, he does everything that will enable him to achieve his goal. On the other hand, Tammi too wants an A in the class. She is very careful in avoiding all distractions and diversions she feels will foil her from reaching goal. In terms of types of goals, Jeff has a _________ and Tammi has a _______ orientation. a. prevention; promotion b. dynamic; static. c. promotion; prevention. d. attentional; perceptual. e. motivational; opportunistic.

c

Thinking of the golden arches for McDonald's or the red-and-white bull's eye for Target stores makes it easier for consumers to recall these brands. In terms of brand recall during internal search, the golden arches and the red-and-white bull's eye refer to _________. a. salience b. evaluation recall c. retrieval cues d. vividness e. none of the above

c

Under peripheral route processing, consumers' attitudes are based on a. cognitive responses. b. subjective norms. c. superficial cues within a message. d. two-sided ads. e. main features or attributes of the message.

c

. Problem recognition might be stimulated by creating dissatisfaction with the actual state or a. by colorful advertisements. b. by promoting well known branded products. c. when a previous experience resulted in cognitive dissonance. d. by creating a new ideal state. e. none of the above.

d

. You buy the same brand of laundry detergent that your parents bought because you always saw them use it and remembered that they liked it. Such a normative choice tactic is known as a. affect. b. indirect influence. c. availability heuristic. d. vicarious observation. e. direct influence.

d

14. During attribute recall for internal search, attribute determinance refers to a. estimation of likelihood. b. an attribute that is both vivid and salient. c. a prototypical attributes. d. an attribute that is both salient and diagnostic. e. none of the above.

d

15. In terms of judgment, estimation of likelihood refers to a. consumers' evaluation of the desirability of the offering's features. b. making a decision. c. ongoing search. d. estimating the probability that something (good or bad) will occur post-purchase e. none of the above.

d

17. Problem recognition, the first stage of the decision-making process, a. is the perceived difference between judgment and decision making. b. refers to the different biases affecting information search. c. refers to the discrepancies between internal and external information search. d. is the perceived difference between an ideal and actual state. e. is none of the above.

d

A DVD player costing $50 is not deemed to be attractive when its price reduced by $2. Orange juice costing $5 is deemed to be attractive when its price is reduced by $2. In terms of differential threshold, the above phenomenon is explained by a. selective exposure. b. absolute threshold. c. hemispheric lateralization. d. Weber's Law. e. conflicting needs.

d

Advertisers should ideally plan for important brand information to be in the forefront in a print ad so it creates a contrast with less important information. In terms of the factors of how we perceive, this refers to a. selective exposure b. differential threshold c. hemispheric lateralization d. figure and ground e. appraisal theory

d

During brand recall for internal search, the primary reason why consumers easily recall well-known brands like Sony, Mc Donald's, or Coca-Cola is because of: a. diagnosticity. b. vividness. c. mood. d. familiarity. e. salience.

d

Ignoring base-rate information occurs during which low effort judgment? a. representativeness. b. feelings based. c. unconscious decision making. d. availability judgment. e. law of small numbers.

d

In terms of types of involvement, hobbyists showing an ongoing interest in an object/activity reflect a(n) ________. a. internal motivation b. situational involvement c. cognitive involvement d. enduring involvement e. response involvement

d

Low-context cultures a. always miscomprehend communication. b. emphasize sender's characteristics, such as social class and age when interpreting the message. c. always comprehend communication accurately. d. separate the words & meanings of communication from the context in which they appear when interpreting the message. e. refer to essentially poorer economies.

d

Nick feels that $10 to $20 is an acceptable price for a meal at a buffet. In terms of price as a cognitive choice tactic for low effort decisions, Nick's acceptable price range is known as a. the availability heuristic. b. the expectation pricing. c. the known price range. d. the zone of acceptance. e. the appropriate acceptability range.

d

Sally is leading a project to put billboards by the side of the highway that would advertise the logo for a soda. She believes that while drivers might not stop to read the information, the information on the billboard would still likely make some impact. In terms of attention, such impact is likely to happen by way of a. focal attention. b. involvement. c. perception. d. non-focal attention. e. selective exposure.

d

Some cash-strapped city governments allow companies to place ads on public buses, garbage trucks, and even in subway tunnels. Some stores use people in crazy outfits standing on street corners waving their hands and shouting information regarding the store's merchandise. These are examples indicating some unique ways of making that first contact with the consumer. The above are examples of gaining _________. a. attention. b. motivation. c. salience. d. exposure. e. absolute threshold.

d

The following are some of the factors that increase the possibility of consumers recalling a brand during internal search, EXCEPT a. familiarity. b. goals and usage situation. c. prototypicality. d. vividness. e. brand preference.

d

The primary marketing implication of the cognitive response model is that a. support arguments are more important counter arguments b. cognitive responses are usually based on high effort c. perception is followed by attention d. consumers do not blindly follow and accept suggestions made by marketers e. match-up hypothesis is extremely important

d

While using a disjunctive model, a. decision is made based on balancing pros and cons. b. decision is made when all the attributes are at or above your minimum cut-off. c. decision is made because it is the right thing to do or because it just feels right. d. decision is made based on only a couple of equally important attributes meeting or surpassing a high cut-off. e. decision is made based on the maximum performance on the most important attribute.

d

With respect to learning from experience, when the information environment is ambiguous, consumers a. usually use attribution theory. b. usually form negative evaluations. c. experience regret. d. usually tend to support their initial hypothesis. e. none of the above.

d

You are choosing between different brands of car tires. You decide to buy a brand that has at least a rating of 3 (out of 5), that does not cost more than $100 (per tire), and that will last at least 25,000 miles. In terms of high-effort decision making, you are most likely using what kind of a? a. disjunctive decision rule. b. affective decision rule. c. reflective decision rule. d. conjunctive decision rule. e. judgmental decision rule.

d

You are considering buying an expensive pair of boots and you are thinking as to how fashionable you will look and how your friends might envy you if you buy them. In terms of the TORA model, these thoughts make up the a. affective responses. b. subjective norms. c. normative beliefs. d. beliefs about the outcome of the behavior e. support arguments.

d

You are in the market to buy a TV and you can only spend about $1200. Based on this information, it may be assumed then that in terms of the different types of internal information search (leading to a TV brand), you are likely to do a. a judgmental recall. b. an external recall. c. a reflective recall. d. an attribute recall. e. a valid recall.

d

You test drive a car to figure out whether it might be something you are willing to buy. In terms of the different sources of external information search, test driving refers to a. judgmental search. b. media search. c. brand search. d. experiential search. e. independent search.

d

A Christmas holiday ad had its copy read as '_ingle _ells'. In terms of how people perceive a stimulus, perceptual organization of the copy of the ad is likely to happen through a. differential threshold. b. preattentive processing. c. selective exposure. d. habituation e. closure.

e

A spokesperson is considered credible when he/she has one or more of the following characteristics - status, expertise, and a. fun. b. attractive. c. humorous. d. likable. e. trustworthiness.

e

A study shows that beer drinkers with well-established brand preferences could not distinguish their preferred brands from others in a blind taste test. However, when the beers were identified, they rated the taste of their preferred brand significantly higher than that of others. Another study shows that buying the most well known brand of peanut butter is typically the choice tactic of inexperienced consumers. These studies most likely underline the worth of relying on _____ as a choice tactic for low effort feeling based decisions. a. habit. b. buying on impulse. c. satisficing. d. performance. e. brand familiarity.

e

Assume you are planning a trip to another country. While doing so, you realize that the fact that it is cold there this time of the year is good while the fact that travelling there is expensive is bad. In other words, you are evaluating the attributes (weather & cost) of the country. In making such judgments, you are trying to estimate a. the validity of your consideration set. b. whether to use a rational decision making model. c. the estimation of likelihood. d. whether there are biases in your judgment process. e. the estimation of goodness/badness.

e

Both Goodyear and Goodrich advertise at Super Bowls. Unfortunately, when consumers see the word "Good" on a blimp at a Super Bowl, they automatically assume it is Goodyear and not Goodrich. In terms of the different factors that affect our making sense of a message, this mistake on the part of the consumer, most probably, refers to __________. a. retrieval errors b. encoding errors c. affective effects d. misspelling e. miscomprehension.

e

Diana loved Mountain Pass Tents. She could easily remember the positive things about the brand, but had a difficult time recalling anything negative. Such a bias is referred to as a. the reinforcement bias. b. salience bias. c. attribute determinance. d. positivity bias. e. confirmation bias.

e

If a consumer buys Liquid Tide (a low effort purchase) and is impressed by its ability to clean clothes, she will be more likely to buy it again. In terms of instrumental conditioning, this can be, best, thought of as an example of ________ obtained from the earlier purchase. a. physiological response. b. shaping. c. base rate information. d. optimizing. e. reinforcement.

e

In terms of decision-making for non-comparable alternatives, when an overall evaluation is made of the different non-comparable alternatives, consumers are probably using a. a mental cost benefit analysis. b. representativeness judgment. c. attribute based strategy. d. availability judgment. e. alternative based strategy.

e

In terms of high-effort feelings based decisions, choice is made a. by carefully evaluating attributes that are important for the consumer. b. based on cognition and rationality. c. by using base rate information. d. by using instrumental conditioning . e. based on a holistic evaluation of the alternatives.

e

In terms of the cognitive response model, cognitive responses are categorized in to the following categories a. cognitive and affective responses. b. cognition, affect, and behavior. c. central arguments, peripheral arguments, and nonarguments. d. conation, affect, and cognition. e. counterarguments, support arguments, and source derogation

e

In terms of the different factors that affect our making sense of a message, ___________ reflects meanings generated from a message regardless of whether these meanings were intended by the sender or not. a. perceptual organization. b. grouping. c. attentive understanding. d. motivational perception. e. none of the above.

e

In terms of the high effort cognitive decision-making models, for the _________ model consumers seek satisfactory performance for the most important attribute. a. lexicographic. b. emotional. c. conjunctive. d. alternative based strategy. e. elimination-by-aspects.

e

Juanita does not care much about baking soda, but after seeing the same ads many times, she believes that it is supposed to be good at removing odors from the refrigerator. In terms of hierarchy of effects during low effort decision-making, Juanita's belief is referred to as a. active learning. b. judgmental learning. c. representativeness learning. d. retentive processing. e. passive learning.

e

Suppose you are driving on the highway and you see a billboard; you, however, cannot read what is on it because it is at a distance. In terms of when we perceive, the information on the billboard is below your a. habituation. b. hemispheric lateralization. c. selective exposure. d. felt involvement. e. absolute threshold.

e

You are looking at different brands of cars and, after evaluating some, you find no difference between a Honda Accord and a Toyota Camry. In terms of perception, such indifference between the two brands probably refers to the concept of a. distraction. b. focal attention. c. absolute threshold. d. selective attention. e. differential threshold.

e