Consumer Behavior

12) Size, color, position, and novelty are all strategies for creating which of the following? A) Contrast B) Adaptation C) Vigilance D) Thresholds

A

15) Which of the following is associated with compulsive consumption? A) Anxiety B) Happiness C) Intelligence D) Income

A

3) Which of the following is a benefit organizations receive when customers complain? A) Opportunity to correct the situation B) Word-of-mouth about the product C) Differential advantage D) Market regulation

A

5) In the Western Culture the color black is often associated with ________. A) mourning B) innocence C) fear D) cult

A

7) The ability to find and purchase goods is called ________. A) market access B) retailing C) market penetration D) social marketing

A

8) A philosophy that translates customers' feelings into design elements is called ________ engineering. A) Kansei B) Sigma C) relationship D) reverse

A

8) George says that he sees everything as "black or white no in between." George would most accurately be characterized as a(n) ________. A) positivist B) collectivist C) interpretivist D) consumerist

A

1) The process by which people select, organize, and interpret sensations is called ________. A) consumption B) perception C) adaption D) application

B

1) Which of the following values is most associated with materialists? A) Honesty B) Status C) Loyalty D) Frugality

B

10) The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of ________. A) advertising bombardment B) sensory overload C) sensory shifting D) circuit overcapacity

B

11) Because the brain's capacity to process information is limited, consumers are very selective about what they pay attention to and tend to select stimuli that relate to their current needs. This type of perceptual filter is called ________. A) perceptual defense B) perceptual vigilance C) subliminal perception D) adaptation

B

11) The saying "one man's trash is another man's treasure" is the philosophy behind ________. A) recycling B) lateral cycling C) green marketing D) sharing

B

13) A physiological or psychological dependency on a product or service is called a ________. A) want B) consumer addiction C) need D) specialty product

B

14) ________ is a physiological or psychological dependency on product services. A) Consumer terrorism B) Consumer addiction C) Consumerism D) Materialism

B

17) Which of the following people is an example of a consumed consumer? A) Cyberbully B) Prostitute C) Single mother D) Shopaholic

B

19) Which of the following is most relevant to a company that wants to position a new brand on price leadership? A) Gestalt psychology B) Weber's Law C) Augmented reality D) The closure principle

B

2) Positivism is sometimes called ________. A) paradigm B) modernism C) westernism D) none of the above

B

2) So called "gripe sites" exist for consumers to publish ________ responses against products or stores with which they are dissatisfied. A) private B) third-party C) voice D) complaint

B

5) Which term refers to marketing techniques that are used to encourage positive behaviors such as literacy or discourage negative behaviors like drunk driving? A) Social media marketing B) Social marketing C) Public service marketing D) Services marketing

B

6) Research has indicated that the color ________ creates feelings of arousal and stimulates appetite. A) blue B) red C) yellow D) black

B

7) When Coke weaves a sound into a piece of music, the advertisement is using ________. A) sound marketing B) audio watermarking C) sound watermarking D) music marketing

B

9) The ________ sense appears to moderate the relationship between product experience and judgment confidence. A) sound B) haptic C) taste D) sight

B

9) When companies make false claims about how environmentally friendly their products are, ________ has occurred. A) phishing B) greenwashing C) eco-lying D) deceptive advertising

B

1) Researchers who argue that the field of consumer behavior should not be a "handmaiden to business" believe that consumer research should ________. A) have a market-oriented focus B) aim to apply knowledge to increasing profits C) focus on understanding consumption for its own sake D) be judged in terms of its ability to improve marketing practices

C

12) A strategy that involves the development and promotion of environmentally friendly products is called ________. A) sustained marketing B) environmental marketing C) green marketing D) tree marketing

C

14) The minimum difference that can be detected between two stimuli is known as the ________. A) absolute threshold B) gradual differentiation C) just noticeable difference D) graded difference

C

15) If a consumer chooses not to perceive they are reaching ________. A) just noticeable difference B) differential threshold C) sensory threshold D) absolute threshold

C

16) According to the ________ factor leading to adaptation, simple stimuli habituate because they do not require attention to detail. A) exposure B) vigilance C) discrimination D) relevance

C

16) People who suffer from compulsive consumption are most likely referred to as ________. A) materialistic B) bankrupt C) shopaholics D) shallow

C

17) A billboard is positioned beside a busy highway. However, the merchant that has purchased the billboard complains that no response is being generated by his advertising message. Upon closer inspection, the billboard company determines that the typeface used is too small to be effectively read by a motorist going 60+ mph on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists? A) The intensity threshold B) The differential threshold C) The absolute threshold D) The relative threshold

C

18) Cash losses due to shoplifting and employee theft are called ________. A) accounts receivable B) unrecoverables C) shrinkage D) fraud

C

2) Which term refers to sensations that subtly influence how we think about a product? A) Perception B) Hedonic consumption C) Context effect D) Respondents

C

20) When consumers see only what they want to see—don't see what they don't want to see is called ________. A) perceptual retention B) perceptual contrast C) perceptual defense D) perceptual attention

C

3) Another term for positivism is ________. A) interpretivism B) pluralism C) modernism D) postmodernism

C

4) A small group of consumers that come into a facility to try new products while being observed is called ________. A) target market B) heavy user C) focus group D) interested consumers

C

4) The sensory characteristic of a product that sticks with consumers, helping them to remember the product in a unique way, is called the ________. A) phoneme B) schema C) sensory input D) interpretant

C

5) A consumer researcher who believes in the paradigm of ________ believes that human reason is supreme and that there is a single or objective truth that can be discovered by science. A) fundamentalism B) interpretivism C) positivism D) postmodernism

C

6) The belief that meaning is not fixed but is instead constructed by each individual is part of the ________ paradigm. A) positivist B) pragmatic C) interpretivist D) consumerist

C

6) The shoe company TOMS gives a pair of shoes to a needy child for every pair that it sells. This is an example of a company which has integrated ________ into its business model. A) correction marketing B) environmental marketing C) corporate social responsibility D) ethical marketing requirements

C

8) The ability for a consumer to assess, analyze, evaluate, and communicate information in a variety of forms including print and non-print messages is known as ________. A) analytical literacy B) functional literacy C) media literacy D) consumer literacy

C

10) During ________, one consumer exchanges something she owns with someone else for something the other person owns. A) freegan sharing B) divestment C) disposal casting D) lateral cycling

D

13) Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following is affecting Mary's response to the ads? A) Perceptual vigilance B) Perceptual defense C) Contrast D) Adaptation

D

18) A retailer decides to reduce the price of a sport coat that normally costs $98. The reduction in price is $3. The storeowner believes that the reduction will catch the eye of the value shopper. If the sport coat does not sell, the retailer might wish to consider which of the following before making another price change? A) Subliminal perception B) The figure-ground principle C) The golden triangle D) Weber's law

D

3) Companies that think carefully about the impact of sensations on product experiences are practicing ________. A) hedonic consumption B) need marketing C) want marketing D) sensory marketing

D

4) A proponent of ________ would most likely to argue that our society emphasizes science and technology too much. A) consumerism B) positivism C) modernism D) interpretivism

D

7) A student of postmodernism is most likely to believe that the world in which we live is a(n) ________, or mixture of images. A) alternate reality B) paradigm C) consumer space D) pastiche

D