Consumer Behavior

The ________ assumes that people link very specific product attributes to terminal values. A) knowledge structure theory B) means-end chain model C) diffusion of innovation D) cultural production system model

B

The tendency for people to prefer products from their own culture rather than those of another culture is called ________. A) xenophobia B) ethnocentrism C) ethnographics D) altruism

B

3) A customer buying an unfamiliar product that carries a fair degree of risk would most likely engage in what type of decision-making? A) cognitive decision-making B) limited decision-making C) habitual decision-making D) affective decision-making

A

A ________ is a custom with a strong moral overtone. A) more B) superstition C) convention D) monomyth

A

A ________ rule means that a product with a low standing on one attribute cannot make up for this position by being better on another attribute. A) noncompensatory decision B) lexicographic C) compensatory decision D) conjunctive

A

A consumer who moves his or her ideal state upward is experiencing ________ recognition. A) opportunity B) search C) habitual D) need

A

A hot and thirsty customer buys a cool drink and finds it very satisfying. He then buys another drink even though he had not initially planned on buying two and even though he is no longer thirsty. This is an example of ________. A) purchase momentum B) rational decision making C) feature creep D) inertia

A

A small company, Craig Inventions, produced a pill that had the nutrient value of a healthy breakfast. The company put the product on the market as a substitute for breakfast for busy people. The product failed. Craig Inventions then marketed the pill as a diet product and it became very successful. What does the example best demonstrate? A) The company did not position the product well. It was difficult to convince consumers that a pill was a breakfast on the superordinate level; however, it did appear to fit appropriately within the superordinate category of diet pills. B) The company confused a subordinate level with a basic level of categorization, which led to the company's failure to identify the product's most important competitors. C) The company confused a superordinate level with a subordinate level of categorization. D) The determinant attributes between diet pills and breakfast were not sufficiently strong.

A

Casinos make their interiors very plush and expensive looking, knowing that gamblers who would be reluctant to make a $10 bet in average surroundings would gladly make $100 wagers in luxurious surroundings. Which of the following best explains the gamblers' behavior? A) Mental accounting emphasizes the extraneous characteristics of the choice environment even if the results are not rational. B) Most people are unaware of the true risk of making certain decisions and believe that a larger wager has higher odds of winning. C) The luxurious surroundings increase the probability of classical conditioning through mere exposure, which results in behavior that is not rational. D) The functional risk of gambling is decreased in luxurious surroundings, leading gamblers to wager more.

A

Coca-Cola is most likely an example of a(n) ________ product because it characterizes an entire category of soft drinks. A) exemplar B) criteria C) heuristic D) evoked

A

Grooming rituals express two kinds of binary opposition: private/public and ________. A) work/leisure B) self/others C) pride/modesty D) innocence/experience

A

How can a marketer boost a person's motivation to process relevant information? A) using novel stimuli B) using broadcast media C) approaching a mass market D) minimizing competitive scope

A

Kent, a college student, is a loyal Coca-Cola drinker. He averages about six Cokes a day. He even prefers Coke to water. However, today when he passed a vending machine in his dorm, he bought a new flavor of soft drink called Big Red. Which of the following most accurately explains his behavior, given the facts about Kent's previous behavior? A) Kent is variety seeking. B) Kent is brand switching. C) Kent is involved in cognitive decision-making. D) Kent is influenced by peer pressure.

A

Pavel was an inventor. He read that there were several million people who could not sleep at night until they looked under the bed. He invented a light that could be put under a bed and went on automatically when someone looked there. Pavel's product is designed to help people perform a ________. A) ritual B) symbolic exchange C) convention D) rite of passage

A

People often make decisions on the basis of mental accounting. One facet of this accounting is making a decision based on the way a problem was posed. This is called ________. A) framing B) the sum-cost fallacy C) loss aversion D) positioning

A

Raymond Chandler wrote classic American detective stories. By always using certain roles for his characters and props that were appropriate to the genre, Chandler's novels followed a(n) ________. A) cultural formula B) enacted norm C) fashion cycle D) innovation process

A

Under ________, utility is defined in terms of gains and losses. A) prospect theory B) heuristics C) hyperopia D) Zipf's law

A

When is a consumer most likely to engage in cognitive decision-making? A) This decision mode is most common when the decision is related to the person's self-concept and the outcome has a high degree of risk. B) This decision mode is most common when the decision is related to the person's past behavior and product reinforcements. C) This decision mode is most common when acceptable products are already contained within the consumer's evoked set. D) This decision mode is most common when the decision is related to products that are considered to have low self-concept involvement.

A

Which functional area is consistently a part of a cultural system? A) ecology B) anthropology C) psychology D) technology

A

Which of the following is NOT one of the three distinct stages of gift-giving rituals? A) convention B) gestation C) presentation D) reformulation

A

Which of the following is an object that is admired strictly for its beauty or because it inspires an emotional reaction? A) an art product B) a reality-engineered product C) a craft product D) a trial product

A

________ consumption occurs with objects and events that are considered to be ordinary and everyday. A) Profane B) Sacred C) Objectified D) Ritualized

A

________ is a low-involvement medium because the role of the audience is passive, while ________ is a high-involvement medium because the role of the audience is active. A) Television, print B) Print, television C) Internet, television D) Billboard, broadcast

A

________ occurs as marketers appropriate elements of popular culture and convert them for use as promotional vehicles. A) Reality engineering B) Crescive norming C) Desacralization D) Product placement

A

________ postulated that myths involve binary opposition, in which two opposing ends of some dimension are represented (such as good versus evil). A) Levi-Strauss B) Freud C) Hofstede D) Bettelheim

A

The Japanese greatly value products that make efficient use of space because of the cramped conditions in urban areas in Japan. This is an example of ________ in Japan's cultural system. A) social structure B) ecology C) ideology D) dogma

B

A consumer can recognize a problem as either an opportunity or a need. How should promotions differ between those emphasizing opportunities and those emphasizing needs? A) Promotions emphasizing needs should attempt to increase the consumer's ideal state, while promotions emphasizing opportunities should simply give locations where the products can be found for purchase. B) Promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased. C) Promotions emphasizing needs should increase the ideal state, while opportunity promotions should attempt to decrease the ideal state. D) Promotions emphasizing needs should decrease the ideal state, while promotions emphasizing opportunities should provide buying locations.

B

A consumer who uses a few simple decision rules to arrive at a purchase decision is using which of the following? A) routine decision making B) habitual decision making C) graduated response behavior D) cognitive decision making

B

A(n) ________ refers to a set of beliefs and the way we organize those beliefs in our minds. A) mental accounting B) knowledge structure C) rational perspective D) influence perspective

B

According to the theory called ________, a company can make money if it sells small amounts of items that only a few people want if the company sells enough different items. A) feature creep B) the long tail C) Zipf's Law D) neuromarketing

B

At mymms.com, you can upload a photo and order a batch of M&Ms with a face and personal message printed on the candy shell. This is an example of ________. A) micromarketing B) mass customization C) long tail D) mass personalization

B

Brands that we closely link to our rituals are called ________ brands; once they become imbedded in our rituals we are unlikely to replace them. A) fighter B) fortress C) transcultural D) sacralized

B

Carl Thorne has just passed the final test to become a member of a college fraternity. This rite of passage has moved Carl from being an individual to being a member of a bonded group. When Carl receives his fraternity pin in a final ceremony and joins his new brothers, he will have passed through the final stage of a rite of passage. According to the text, what is this stage called? A) separation B) aggregation C) liminality D) finality

B

Country singers Marty Stewart and Travis Tritt and their record label decided to change the culture of the Country and Western music scene. With their now famous "No Hats" tour, the singers abandoned conventional country and western fashion (they threw away their hats, let their hair grow long, and wore t-shirts) and tried to appeal to larger and younger audiences with a grinding, sexy message. The process that these singers went through is best described as a ________. A) cultural funnel B) culture production system (CPS) C) culture distribution system (CDS) D) culture gatekeeping process (CGP)

B

Ellen stated that she would marry a millionaire. She applied a heuristic in judging men. They must wear expensive shoes and have an expensive automobile. What type of decision rule was Ellen most likely applying in her search for a millionaire husband? A) lexicographic rule B) elimination-by-aspects C) conjunctive rule D) weighted additive rule

B

Gen Akoi greatly values his micro-refrigerator. The refrigerator is so small it will fit almost anywhere. Gen believes that the efficient use of space is one of the characteristics any good product should have. With respect to the functional areas of a cultural system, Gen is focusing on ________ as a variable in selecting his products. A) ideology B) ecology C) social structure D) socio-psychology

B

In the cultural production process, the people who control the flow of information between producers and customers are called ________. A) lead users B) cultural gatekeepers C) cultural transformers D) innovators

B

Kraft has repackaged its salad dressings as "anything" dressings to encourage people to shift their ________ and consider the dressings as a complement to more than just salads. A) demonstration signals B) knowledge structures C) mental maps D) mean-end chains

B

Kyle liked to think he could program anything digital. He created a new video game, and a major industry firm wanted to buy it from him. He was bothered by their insistence that he modify the game by including a popular product's logo on the clothing of his main character. In this example, Kyle is concerned about the practice of ________. A) cultural jamming B) advergaming C) pretailing D) plinking

B

Ralf and his brother had a business in a Midwest college town taking SUVs and modifying them into tailgating machines. These "awesome party wagons" were equipped with the owner's desired team logo on the front, side, and back; gas grills; and large beverage coolers. Their business boomed, especially when the university had a winning season. Ralf and his brother were creating and selling what could be best described as ________. A) myth carriers B) ritual artifacts C) symbolic exchange objects D) attitudinal reciprocity products

B

Tomorrow, Janice will be attending a party with a buffet. In anticipation of splurging on delicious food, she is eating very little today. Janice is using a ___ to help her estimate consumption over time and regulate her behavior A. constructive process B. mental budget C. diet D. cognitive process

B

We explicitly decide on ________ norms, such as the rule that a green traffic light means "go" and a red one means "stop." A) crescive B) enacted C) reciprocal D) ritualized

B

What do we call the learning process when we learn the beliefs and behaviors endorsed by our own culture? A) acculturation B) enculturation C) immersion D) modeling

B

What type of information search is a female customer engaged in when she scans the newspaper ads every day for new information on fashions, even though she isn't thinking of buying anything anytime soon? A) prepurchase search B) ongoing search C) internal search D) delayed search

B

When a sacred item or symbol is removed from its special place or is duplicated in mass quantities, then it becomes profane as a result of ________. A) sacralization B) desacralization C) defamation D) objectification

B

Which of the following best supports the argument that tourism is a sacred experience? A) Tourism rarely involves the binary opposition of work and leisure. B) Tourism involves seeking authentic experiences that differ from daily, mundane activities. C) Tourism involves the four most important dimensions of culture. D) Tourism provides opportunities for individuals to better understand their culture's crescive norms through interaction with other cultures.

B

Which of the following statements is most likely true about styles? A) A style typically starts in a large group of people as a safe but unique statement. B) Styles are often a reflection of more fundamental societal trends. C) Influential people play only a minor role in deciding which styles will succeed. D) Styles most often result from a deliberate statement from ordinary consumers that has been met by a rather spontaneous response from designers.

B

Which of the following views on decision making is most closely associated with the economics of information approach to the search process, assuming that consumers collect just as much data as needed to make an informed decision? A) experiential perspective B) traditional perspective C) constructive perspective D) behavioral influence perspective

B

________ are dimensions used to judge the merits of competing options. A) Evoked sets B) Evaluative criteria C) Levels of abstraction D) Category exemplars

B

2) In a thought process called ________, we evaluate the effort we'll need to make a particular choice and then we tailor the amount of cognitive "effort" we expend to make that choice. A) utility processing B) experiential processing C) constructive processing D) behavioral processing

C

A consumer is most likely to engage in ________ when she is in a good mood or when she is uninvolved in other activities. A) inertia B) cognitive decision-making C) variety seeking D) mental accounting

C

A decision strategy that seeks to deliver an adequate solution rather than the best possible solution is referred to as ________. A) inertia B) rationalizing C) satisficing D) anchoring

C

A mental or problem-solving shortcut to make a purchase decision is called a(n) ________. A) determinant B) detail rule C) heuristic D) experience rule

C

A set of multiple symbolic behaviors that occur in a fixed sequence and tend to be repeated is called a ________. A) myth B) more C) ritual D) convention

C

A story containing symbolic elements that express the shared emotions and ideals of a culture is called a ________. A) norm B) ritual C) myth D) more

C

All of the following are subsystems in a culture production system EXCEPT ________. A) creative subsystem B) managerial subsystem C) marketing subsystem D) communications subsystem

C

As a relationship grows and progresses, gift giving tends to become more ________. A) exchange oriented B) reciprocal C) altruistic D) reformulated

C

Chen Lo used a decision rule that says, "only buy well-known brand names" when selecting a set of golf clubs. He did not look at price, the store, or even discounts when purchasing clubs. Chen Lo's purchasing pattern is an example of a consumer using a ________ rule. A) habitual decision B) compensatory C) noncompensatory D) conjunctive

C

Culture is best described as society's ________. A) attitude B) consciousness C) personality D) history

C

Features actually used to differentiate among choices are called ________ attributes. A) evaluation B) search C) determinant D) segmentation

C

In a culture production system, the communications subsystem ________. A) generates new symbols and products B) selects and manages the distribution of new symbols and products C) gives meaning to new products and provides a symbolic set of attributes D) organizes the sharing of symbols

C

Interest in the occult is most likely to increase in a society when ________. A) economic conditions begin to improve B) there has been a major triumph, such as winning a war C) people feel overwhelmed or powerless D) people become less religious

C

Jack isn't motivated to spend time thinking about what his mom's birthday present could be so he just orders her flowers yet again. Jack is experiencing ________. A) boredom B) emotional decision making C) inertia D) mental budgeting

C

Jeff is tired of the numerous breakdowns and peeling paint on his old car. When Jeff begins to think actively about his car in this way, which of the following cognitive decision-making process steps is Jeff going through? A) information search B) evaluation of alternatives C) problem recognition D) product choice

C

Of the following products, which one would typically carry high psychological risk for the average consumer? A) lawn mower B) kitchen blender C) expensive mink coat D) family vacation to a theme park

C

Products are winnowed out as they make their way down the path from conception to consumption, a process called ________. A) diffusion B) cooptation C) cultural selection D) cultural mapping

C

Promoters attempt to have their products shown prominently in full-length films. This type of promotion is referred to as ________. A) desacralization B) objectification C) product placement D) advertainment

C

Sharon is upset with her secretary. Though everyone in the office agreed not to give Christmas presents this year, Sharon's secretary gave her an expensive bottle of perfume. Which of the following best identifies the source of Sharon's feelings? A) objectification B) self-serving guilt C) the reciprocity norm D) role transference

C

The aspect of a cultural system which describes the mental characteristics of a people and the way they relate to their environment and social groups is known as ________. A) ecology B) social structure C) ideology D) anthropology

C

The first stage in the cognitive decision-making process is ________. A) information search B) evaluation of alternatives C) problem recognition D) product choice

C

The story goes that George Washington (as a small child) cut down his father's cherry tree with a hatchet. When asked who might have committed this act (even though young Washington was afraid of punishment for the act), George replied, "I cannot tell a lie; I cut down the cherry tree." This story has taken on mythical proportions in the United States. Which of the following functions does this myth best match? A) metaphysical B) cosmological C) psychological D) anthropological

C

The systematic acquisition of a particular object or set of objects is called ________. A) prioritizing B) hoarding C) collecting D) ritualizing

C

Thomas and his family recently toured the Gettysburg battlefield on their vacation. The area was rich in history. While walking, Thomas remembered all the accounts of the battle that he had read in school. He finally understood why this place had such a special meaning in American history and to Americans in general. This tour is best classified as an example of ________ consumption. A) profane B) objectified C) sacred D) crescive

C

What term refers to desired end states that can apply to many different cultures? A) instrumental values B) more C) terminal values D) norms

C

What type of cybermediaries are intelligent agents? A) They are cookies used to track IP addresses of computer users. B) They are people who can help computer users with problems they encounter when trying to shop online; contacts are direct and in-person. C) They are sophisticated software programs that use collaborative filtering technologies to learn from past user behavior in order to recommend new purchases. D) They are search engines specifically designed for online marketing and other forms of e-commerce.

C

When using the ________ rule of decision-making, a consumer evaluates brands on the most important attribute, but specific cutoffs are imposed. A) lexicographic B) elimination-by-aspects C) conjunctive D) compensatory

C

Which functional area of culture is most closely related to the idea of a common worldview? A) ecology B) social structure C) ideology D) socio-psychology

C

________ is the process by which the consumer surveys the environment for appropriate data to make a reasonable decision. A) Problem recognition B) Evaluation of alternatives C) Information search D) Product choice

C

________ usually dictate what is right or wrong, acceptable or unacceptable. A) Myths B) Theories C) Norms D) Rituals

C

) It is quite common for mainstream culture to modify symbols identified with "cutting edge" subcultures and present these to a larger audience. Such cultural products undergo a process of ________, by which their original meanings are transformed by outsiders. A) innovation B) transformation C) diffusion D) cooptation

D

) Researchers primarily see the gift-giving ritual as one of ________ exchange. A) transactional B) stylistic C) psychological D) economic

D

A special ritual marking a person's change in social status is called a ________. A) convention B) sacralization C) cycle D) rite of passage

D

As a customer's product knowledge increases, what typically happens to the amount of search conducted by the consumer? A) It will remain the same. B) It will sharply decrease and then sharply increase. C) It will decrease, and then increase as the customer becomes more knowledgeable. D) It will increase, and then decrease as the customer becomes more knowledgeable.

D

Consumers can be thought of as ________ because they tend to make decisions in the simplest way possible. A) high in need for cognition B) superprocessors C) utility maximizers D) cognitive misers

D

Crescive norms are ________. A) strict "must do" rules of behavior in a society B) followed only by the females of a culture C) associated with monetary rewards and punishments D) subtle rules discovered as we interact with others

D

If a consumer's ideal state is very near or identical to his or her actual state, which of the following best describes the type of problem recognition the consumer would most likely have? A) opportunity recognition B) need recognition C) search recognition D) no problem recognized

D

J. P. Stevens always looks perfect in his business suit. The colors are always right for the season and prevailing style. His tie has the proper knot, he does not wear a tie-tac, his handkerchief is the proper "two-fingers" above the pocket, and his socks and shoes do not distract from his overall look. Which of the following does J. P. seem to be adhering to with his "correctness"? A) enacted behaviors B) customs C) mores D) conventions

D

Jamie is considering ordering a dessert for lunch. Before she decides on the kind she prefers, she must decide whether to get a fattening or nonfattening dessert. This decision relates to which of the following levels of abstraction of dessert categories? A) superordinate level B) ordinate level C) subordinate level D) basic level

D

Latrell finds that every time he goes to select athletic shoes, he always buys the same brand. In fact, he doesn't even remember trying on any of the other competitive brands even though some of these brands have attractive styles and prices. Latrell's purchase decision process has become one of less and less effort. Latrell's decision process is an example of ________. A) cognitive dissonance B) information discrimination C) cognitive miser behavior D) inertia

D

Les just bought a megaphone of root beer. As he drinks from the giant cup, he eventually becomes full. One of his friend's comments, "If you don't stop drinking that stuff, you will get sick." Les replies, "Hey, I bought it, and I am not going to waste one drop of it." Les's behavior could best be described by which of the following mental biases? A) loss aversion B) hyperopia C) risk positioning D) the sunk-cost fallacy

D

Myths serve four interrelated functions in a culture. All of the following are among those functions EXCEPT the ________ function. A) cosmological B) sociological C) psychological D) anthropological

D

The Macah, a Native American tribe from the Northwest, built functional seagoing canoes that are considered works of art by modern shipbuilders. By definition, these boats would be considered ________. A) high art products B) style and cultural icons C) low art products D) craft products

D

The alternatives actively considered during a consumer's choice process are the ________ set. A) inert B) evoked C) evaluative D) consideration

D

The higher the ________, the higher the level of product involvement as the consumer makes the decision. A) trialability B) observability C) number of distribution channels D) perceived risk

D

Through the process of ________, objects associated with sacred events or people become sacred in their own right. A) congregation B) reciprocity C) desacralization D) contamination

D

What is a major distinction between customers who purchase a product because they are brand loyal and those who purchase by inertia? A) the cost of the product B) the social risk of the product C) whether the purchase is made after a compensatory or noncompensatory decision process D) whether the customers hold a very positive or weak attitude toward the product

D

When Japanese cars first became popular in the United States, some drivers of domestic cars placed bumper stickers on their vehicles that stated "Hungry? Eat your foreign car." These stickers encouraged people to support local workers and keep an American advantage in the balance of trade between Japan and the United States. The attitude expressed by the stickers is best described as ________. A) national inertia B) lexicographic determinism C) stereotyping D) ethnocentrism

D

When the ________ rule of decision-making is used, the brand that is the best on the most important attribute is the one selected. A) elimination-by-aspects B) conjunctive C) compensatory decision D) lexicographic

D

________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired state. A) Information search B) Evaluation of alternatives C) Evaluation of the evoked set D) Problem recognition

D