CONSUMER BEHAVIOR (MRKT 492) - MIDTERM STUDY SET

____ is an inner struggle about which offering to acquire when each can satisfy an important but different need.

Approach-approach conflict

A consumer purchased a pair of designer shoes on eBay. About a year later, the consumer decided to sell the shoes as they weren't wearing them very often. They took the shoes to a pawn shop where they were told that despite the shoes looking like designer shoes, they were fake and were ____.

a counterfeit product

Kisho is a member of a business group at his university. For competitions, the members are encouraged to wear business professional dress. Kisho wants to dress appropriately, and he respects the opinions of others in his business group. He asks a few other members what brands of suits they wear before he goes shopping. In this example, Kisho is influenced by ____.

a reference group

From recent consumer research, marketers for Purina dog and cat foods found that consumers in their target market were likely to read Good Housekeeping and watch specialty cable channels like HGTV and TLC. This example illustrates that Purina conducted research to develop plans and strategies ____.

about where to advertise

As you are driving home from work one day, you spot a nice end table on the curb with a sign that says, "free." You pull over and load the end table into your car. You are engaged in ____.

acquisition

Yaozu wants to own an expensive, custom-made watch. He feels the watch will make him more fashionable than the Seiko watch he currently wears. He needs to save money before he can make this purchase. In this case, Yaozu wearing his Seiko watch can be categorized as his _____.

actual state

While shopping for your younger cousin's birthday present, you see the game Hungry Hungry Hippos. You haven't played the game in years, but you immediately smile thinking how much fun you had playing it when you were your cousin's age. You decide to buy the game for the birthday. This example illustrates decision making based on ____.

affect-related tactics

While cooking is the number one cause of home fires in the United States, there is a slim chance that a slow cooker will catch fire. Research from the National Fire Protection Association showed that, on average, only five percent of house fires were caused by slow cookers. Even with this information, your coworkers refuse to use a slow cooker when they aren't at home. Your coworkers are likely ignoring _____.

base-rate information

Travel agents that book flights, hotels, and rental cars for customers help to alleviate the ____ associated with planning a vacation.

behavioral costs

Your friend regularly purchases Gatorade to refuel after running or exercising. They love the flavors and trust that the Gatorade rehydrates them efficiently. Your friend is demonstrating ____.

brand loyalty

When Adebayo goes shopping for items that he purchases all the time, such as gum, bread, and hand soap, he often buys the same brand he bought last time or the cheapest brand available. Adebayo is using ____ for quick decision making.

choice tactics

Breyers and the Girl Scouts partnered together to create Girl Scout cookie-flavored ice cream. There is a Thin Mint flavor and a Samoas flavor based on two of the most popular Girl Scout cookies. This is an example of ____.

co-branding

One of your family members is purchasing new furniture for their house. They are looking to purchase a couch, two accent chairs, and a coffee table. Due to this information, we can infer they will ____.

conduct an extensive search with less variability in search patterns

While going through some of your grandparents' belongings, you found a few old photographs. You asked about them, and your grandfather shared that those were pictures of his grandmother when she was younger. She was the first person in your family to immigrate to the United States. You ask if you can keep the picture, and you decide to frame it and display it in your home. This photo serves a(n) ____.

connectedness function

Suppose you have been saving up to purchase a new skateboard. When you think about brands of skateboards, you think about Santa Cruz, Flip, Powell Peralta, or Antihero. These brands represent your ___.

consideration set

Zejd has four job offers for a full-time job after graduation. They all have some positive and negative factors, so he decides to use a decision-making model to evaluate each offer. Zejd orders each attribute in terms of importance: salary first, followed by location, benefits, and so on. He compares the four job offers on the first factor, salary. Two of the job offers have the same salary; then he compares those two based on location. One offer is in San Francisco, and one is in Las Vegas. Zejd would rather live in San Francisco, so he chooses that job offer. Zejd used a(n) _____ to make this decision.

lexicographic model

You and your friends are deciding which movie to see at the theater Friday night. You check the listings and watch a few of the trailers. After watching the trailers, you determine you would probably not enjoy the action film showing at the theater. You have ____.

made a judgment

As a part-time fashion blogger, Saskia loves buying new clothes. At the beginning of every month, she sets aside a fixed amount of money from her salary to purchase new clothes. This form of categorized spending and saving is referred to as _____.

mental accounting

One of your relatives is in the market for a new car. Even though a Volvo is beyond their budget, they insist it is the right car for them because of its safety ratings. Without researching other less expensive cars with similar safety ratings, they purchase the Volvo. Your relative has engaged in _____.

motivated reasoning

Researchers at Verizon Wireless asked consumers to read an advertisement from the company about a new promotion. They then asked the consumers to interpret what they read and asked questions to test their understanding of what was communicated. Most of the respondents understood what Verizon intended to communicate, meaning they had ____.

objective comprehension

Shreya has been thinking about buying a new vacuum. Her Golden Retriever sheds so much she feels that her current vacuum isn't cleaning up the hair effectively. She sees a commercial for the Dyson Ball Animal 3 Complete vacuum. Based on the ad, Shreya determines she likes the Dyson brand. This is an example of ____.

online processing

Veda is a member of Flex, a fitness club that has group classes, fitness machines, and free weights. She pays around $40 per month for her membership and attends four group classes each week. Though she would like to pay a lower membership fee, no other gyms offer group classes within 20 minutes of her house. For Veda, the _____ of choosing another fitness club are low.

opportunity costs

Sight the World is a charity that provides eyeglasses to children in need all over the world. Marketers for the group are determining how to maximize their charitable campaign. Based on who is more likely to give to charity, Sight the World should reach out to ____.

people who have moved around a lot in their lifetime

Marketers at Wendy's are planning to add new, healthier items to their menu. They decide they should survey consumers and ask how consumers view the new items compared to items on other fast-food companies' menus. The marketers are attempting to create a ____.

perceptual map

A child wants a motorized scooter for her birthday, but her parents are worried that the child isn't old enough for the toy. They worry the child may get hurt if she goes too fast and falls off. The parents are concerned about ____.

physical risk

When ballerinas get a new pair of pointe shoes, they often go through an elaborate process of breaking them in which may include crushing the box, bending the shank, sewing elastic on, and roughing the soles with a file. Ballerinas are performing a ____.

possession ritual

When your friend realizes that they need to purchase a new digital camera for their photography class, they look online at websites that sell cameras. They are engaged in a(n) ____.

prepurchase search

At a birthday party for your siblings, everyone gathers in the family room to watch them open their gifts. This is part of the ____ of gift giving.

presentation stage

At the beginning of soccer season, Nick checks all of his soccer gear from last season. His old cleats are falling apart. Nick realizes he needs to buy new cleats. Nick is experiencing ____.

problem recognition

Luca, a teacher, used to walk to school every day. He recently moved to a house in a suburb outside the city and realized he would need to buy a car to commute. In the context of the process of making decisions, Luca is in the stage of _____.

problem recognition

Recently while grocery shopping, Ivan noticed he almost always buys products on the shelves around his eye level. He isn't too particular about brands, so he attributed this phenomenon to the product's _____.

prominence

While shopping for new socks, a consumer chooses the socks that are the least expensive. After wearing the new socks for a few days, the consumer is disappointed that the socks have holes in the heel of the socks. The consumer thinks, "This brand of socks is terrible!" Based on this information, we would expect which possible outcome of the learning process?

punishment

Your local grocery store has a loyalty card you scan every time you shop there. The grocery store tracks your purchase information and sends you coupons in the mail for the items you purchase most often. In addition, you earn one fuel point for every dollar spent at the store. 100 fuel points equals 10 cents off every gallon of gas purchased. You regularly frequent this grocery store to use the coupons it sends you and earn fuel points. The grocery store is engaged in ____.

shaping

You are excited to attend an outdoor concert of some of your favorite bands. Unfortunately, the weather isn't cooperating, and it starts to rain. You visit the nearest merchandise booth and purchase a poncho. Your involvement in the poncho purchase could be categorized as ____.

situational

Consumers under time pressure to make a decision will do all of the following except ____.

spend more money on an inferior product

You overhear someone at a restaurant talking about their financial situation. The person states, "I can barely make ends meet every month, and it is very stressful. Even talking about it now makes me feel anxious!" This person is likely a ____.

stretched spender

Mattress brand, Casper, used creative puzzle ads in subway trains in New York City. One of the easier puzzles was a picture of a ship followed by "-IP + UT" and a picture of an eye. The ad translated to "Shut Eye" which is an informal way of saying sleep. Ads that use puzzles get consumers' attention by making stimuli ____.

surprising

One of your relatives has a display of patches from every national park they have visited. Every time they look at the patches, they are reminded of their amazing trips. These patches, as special possessions, have ____.

symbolic value

You have a day off from classes and are deciding how you should spend the day. You could go to the movies, hike at a local park, read a book, or play video games online. Because these options are noncomparable in terms of attributes, you decide based on an overall evaluation. You have used ____.

the alternative-based strategy

Your family is getting ready to book flights for an upcoming trip. Your aunt says she refuses to fly Delta airlines because it lost her luggage last time she flew with that airline. Your aunt is making a judgement based on ____.

the availability heuristic

Your aunt is selling her leather couch to turn her front room into a play area for her kids. She lists it on a few online marketplace sites for $500. The first week it is listed, she doesn't get any interest. The second week, she drops the price to $450 and receives a message from an interested buyer asking if she would take $350 for the couch. Your aunt is disappointed because the couch is nice, and she is only selling it to make room. She thinks it is worth the original $500 price she asked for. This example illustrates ____.

the endowment effect

Before scheduling for next semester's classes, Josef looks to see which instructors are teaching each class. He has heard that the Business Law instructor brings in interesting speakers but is a hard grader and never accepts late assignments. Josef knows he would not enjoy that instructor's class. This example illustrates the impact that ____ has on customer judgment.

the negativity bias

Your aunt was excited about the purchase of a new Peloton bike. She logs into Peloton's website every day and participates in a live workout. Your aunt is involved in the ____ of Peloton's offering.

usage

Suppose you have recently joined a recreational frisbee golf league. You show up to the first event with one disc. You notice the good players have multiple discs which they refer to as distance drivers, midrange drivers, and putters. You want to do well in frisbee golf, so you decide to order a few different discs online for the next event. You were likely influenced by ____.

vicarious observation

Bren is heading to PetSmart ® to buy a few products for their cat. Bren noticed their cat's skin seemed irritated and the veterinarian suggested Bren purchase special food and a salmon oil supplement. Bren is shopping without a written list and relying on their _____ to remember what to purchase.

working memory (WM)

When Payton watches college football on Saturdays, she often changes channels during a commercial break. She usually switches to another football game and switches back when she thinks the commercials are likely over. Payton is engaging in ____.

zapping

One of your coworkers led an impassioned discussion at lunch about cocoa farmers in West Africa. The farmers often work under grueling conditions but do not earn a living income. Your coworker went on to share how important the fairtrade movement is because it sets social, economic, and environmental standards and guarantees a fair price for the cocoa. You were so moved by this discussion that you went back to your desk and researched fairtrade chocolate brands. When you saw your coworker later that day, you were appalled to see them eating a Hershey chocolate bar as Hershey is not certified fairtrade. Your coworker exhibited ____.

consumer hypocrisy

Zara shares with her friend that Target allows customers to return items for a full refund within 90 days of purchase. If the product was purchased with the Target RedCard, customers have an extra 30 days to return items. Zara is demonstrating her ____.

consumer literacy

While waiting in line at the grocery store, you witnessed a customer at the self-checkout scan some of the items in their cart, but they did not scan a large bag of dog food at the bottom of their cart. They then left the store without paying for it. The customer engaged in ____.

consumer theft

Hulda is opening a new interior design center, and she wants to determine what colors to use in her décor. She would like customers to feel calm and relaxed as they spend time decision making in her store. Hulda should use ____.

cool colors because they are soothing and relaxing

SC Johnson, makers of Windex, claimed the bottles were made from 100 percent ocean plastic. Instead, the bottles were made from plastic that came from plastic banks in Haiti, the Philippines, and Indonesia. The type of plastic used was known as ocean-bound plastic because it would have ended up in the ocean and not because it was pulled from the ocean. In this example, SC Johnson was engaging in ____.

corporate greenwashing

TOMS donates a third of its profits to grassroots campaigns. These grants allow people to have a positive impact on their communities by overcoming obstacles and providing opportunities. TOMS is participating in ____.

corporate social responsibility

As the owner of a small deli and catering business, your friend is working hard to create long-term relationships with their customers. For example, repeat catering customers get a 15 percent discount. In addition, your friend offers a loyalty card for deli customers. After a customer purchases 10 deli sandwiches, their next sandwich is free. Your friend is working on _____.

customer retention

Wayfare is a company that produces dairy free butter, cheese, and pudding. Recent research conversations with consumers led the company to create dairy-free yogurt made from pumpkin seeds, butter beans, and oats. This example illustrates that Wayfare conducted research to help develop plans and strategies for ____.

decisions about products

Marketers and food scientists at Baskin-Robbins work together to determine the level of flavor or sweetness needed to make their French vanilla flavor taste distinctly different than its Vanilla Bean flavor which many customers have tasted. They are trying to determine _____.

differential threshold

Mequel is expecting Rashon, his brother, to move in with him soon. He needs to make space for Rashon's belongings. Mequel has a difficult time clearing unwanted stuff and ends up with an overflowing cabinet in the basement and a garage full of useless clutter. In this scenario, Mequel's inability to dispose of the useless items exemplifies ____.

difficult emotional detachment

Hans purchased a new laptop and plans to dispose of his old laptop. Before doing so, he deleted his personal files off of the computer and erased that laptop's hard drive. Hans is performing a ____.

divestment ritual

Sienna had a few bags of clothing that she no longer wanted to wear. They were still in good condition, so she gave them to a store that can resell them. Sienna ____ her clothes.

donated

For students who are members of fraternities or sororities, wearing clothing with Greek letters serves a(n) ____.

emblematic function

Many Harley-Davidson customers have _____ involvement with the purchase of their premium motorcycles. Owners often attend meetings and events, and Harley is one of the most tattooed brands in the world.

enduring

Luca mentions to his neighbor, Brittany, how much he pays TruGreen to service his lawn several times each summer. Brittany replies she is paying $10 less per service for TruGreen. Luca is frustrated and feels it is unfair that Brittany pays less for the same service from the same company. Luca's disappointment can be explained by ____.

equity theory

Marks & Spencer is a British retailer that sells clothing, home products, and food products. The company has a "Plan A program" which addresses sustainability by ensuring that its suppliers in countries such as Sri Lanka and Bangladesh are able to pay workers a decent living wage. With regional offices in these countries, local teams can conduct audits to ensure the company's standards are maintained. Marks & Spencer is engaging in ____.

ethical sourcing

When Marco visited a local mall, he encountered signs on the exterior doors advertising gift cards for the mall, large, backlit signs inside the mall advertising stores, and he was asked by a salesperson if he'd like a free sample of hand lotion. Marco's contact with these marketing stimuli illustrates ____.

exposure

One of your friends has never eaten sushi and isn't sure if they will like it. You take them to your favorite sushi restaurant. As your friend tastes the different types of sushi and sashimi, they are engaging in ____.

exposure to evidence

Suppose it is your first winter on campus and you didn't realize how cold it would be walking from your dorm to your classes. You decide you will need to purchase a new winter coat. Shopping online, you see several down coats, each rated for temperature. The first is rated for +25 to +38 degrees Fahrenheit for $120. The second coat is rated for -3 to +25 degrees Fahrenheit for $230, and the last coat is rated -20 to +5 degrees Fahrenheit for $425. You don't think you will need anything rated for -20 degrees, so you decide to purchase the second coat for $230. Your decision to purchase the mid-range option is likely impacted by ____.

extremeness aversion

Lucy is saving up for a new car. She has a goal of saving $5,000 by next January. Her friend asked her to take a weekend trip to Las Vegas, and Lucy is torn about what to do. If she goes on the trip, she likely won't meet her goal of saving $5,000 by January. Lucy is ____.

facing a temporal dilemma

Ho-Seok must purchase a new refrigerator as his is not repairable. He needs to decide quickly as he is storing his perishable food in coolers and his neighbor's refrigerator. Due to Ho-Seok's urgency, we can expect that ____.

he will base his decision on fewer attributes and place heavier weight on negative information

Marketers at McDonald's know that playing their five-note jingle at the end of every commercial is important because customers perceive some stimuli through ____.

hearing

Alyson regularly purchases items that are certified as "fair trade." Fair trade is a system of certification that aims to ensure a set of standards are met in the production and supply of a product or ingredient. For workers, it means safer working conditions and fairer pay. Alyson's motivation to purchase these types of items are likely influenced by ____.

her values

Jamirez recently visited his parents' home. They had stacks of magazines and newspapers around the house, some that were over two years old. Jamirez accused his parents of failing to dispose of products, a behavior also called ____.

hoarding

Chanthou didn't think he would like the Samsung Galaxy Flip4 phones. He has used Apple iPhones for years and thought a folding screen wouldn't be durable. His friend has the Galaxy Flip4, and Chanthou asked to try it for a few minutes. Chanthou is engaging in ____.

hypothesis testing

After graduation, Amari would like to move to New York City and work in finance. She is studying hard and has an internship with Morgan Stanley this summer. Amari's desire to move to New York City represents her ____.

ideal state

Shopping at the mall one Saturday, you are stopped by a salesperson at one of the kiosks in the mall. They are selling foot and back massagers. They ask you to take off your shoes and sit in a chair to try out the foot massager. "Picture yourself coming home after a long day, sitting in your favorite chair and having your feet massaged. All the stress of your day just melts away as you relax and forget your troubles." The salesperson is using ____ to persuade you to purchase the foot massager.

imagery

Your friend, Lex, just got a new cat and needs to go buy cat food. When younger, Lex owned cats so they have some opinions on cat food brands. Lex will not consider Whiskas or Friskies brands. Lex isn't sure about Purina or Fancy Feast brands but Iams, Blue Wilderness, and The Honest Kitchen are brands Lex would buy. In this example, Purina and Fancy Feast are part of Lex's _____, and Whiskas and Friskies are part of their ____.

inert set; inept set

While shopping for a new TV, Nulla can remember the price, size, and resolution, but he can't recall the display type or refresh rate. This is an example of ____.

inhibition

Consumers in your town are upset at a local company for its new policy that changed the rules for how employees received overtime pay. Many people in your town are employed by the company, and the new policy impacts many workers' wages. To communicate their displeasure in the new policy, consumers in town should _____.

instigate a boycott

Before making a purchase, you get advice from friends, relatives, and coworkers. You are engaging in a(n) ____.

interpersonal search

You overhear someone in the mall complaining about the experience they had at a store. They claim they will not shop at that store again and will tell their friends about their negative experience. This person could be classified as a(n) _____.

irate

Public Citizen is one group urging the Federal Trade Commission to start dealing with the "unfair and deceptive practice" of aiming influencer ads at children. Public Citizen is a nonprofit consumer organization "that champions the public interest in the halls of power." Public Citizen _____.

is an advocacy group

One evening, while reading a magazine, you notice an advertisement for a new shampoo. You spend a few minutes looking at the ad because it interests you. A few pages later, you see an ad for Coca-Cola®. You skip over the ad because you've seen it multiple times in other magazines. This example illustrates that attention ____.

is selective

_____ is defined as the extent to which consumers have the necessary resources to make the outcome happen.

Ability

Abdus is on a road trip, and he is tired. He pulls off at the next exit to find a hotel or motel to stay at for the night. Abdus is filling a ____.

functional need

Adrienne has been invited to her friend's graduation party this weekend. She is thinking of the perfect gift. She has browsed online and even searched "most popular graduation gifts." Adrienne is in the ____ of gift giving.

gestation stage

Over the weekend, Emily cleaned out her closet. She put the clothing items in a large bag and dropped them off at Goodwill. Emily is _____.

getting rid of the items permanently

Ellen recently purchased a used car. Before purchasing a car, she test drove several cars, but was unimpressed with some aspect of each car whether it was the price, mileage, or general condition. She finally test drove a car she felt was priced right and had good mileage. After owning the car for a few days, the check engine light came on. She took the car to a mechanic who informed her that the catalytic converter needed to be replaced and the dealership she purchased the car from likely reset the check engine light to hide the issue. Ellen thinks she should have done more research or taken the car to a mechanic before purchasing it. She is likely experiencing ____.

regret

After class, you are hungry for lunch. You remember seeing a commercial for a new chicken sandwich at a fast-food restaurant. You try to remember if it was Wendy's or Bojangles. After thinking for a few minutes, you remember the commercial featured the tagline, "Out of the bucket and on to the bun," which reminds you that the new sandwich is at KFC. The tagline serves as a ____.

retrieval cue

Reginald is so proud of his daughter, who graduated with her degree in architecture. To celebrate her graduation and new job in an architectural firm, Reginald bought her some architectural tools: a compass, T-square, and a scale ruler. These tools fill the _____ for Reginald's daughter.

role acquisition function

One of your friends has a special interest in sports memorabilia. One of their favorite pieces is a Derek Jeter autographed, game used baseball bat. The bat is proudly displayed in a case in their home. For your friend, the bat is likely considered a(n) ____.

sacred entity

Makenzie visits her local grocery store to buy a bag of chips for a class party. This is a low-effort situation for Makenzie, and rather than finding the best possible brand, she grabs the first brand of potato chips she sees. Makenzie has engaged in ____.

satisficing

Your friend buys a lot of clothing from outdoor brands like REI, The North Face, and Kuhl. He loves to hike and camp and sees himself as outdoorsy and adventurous. He aspires to backpack on the Pacific Crest Trail. Your friend is likely motivated to purchase these brands because of his____.

self-concept