MKT 3323 Exam #3

The situation in which consumers receive information has an impact on their behavior and is referred to as the _____ situation. A) communications B) purchase C) usage D) disposition E) preliminary

A

A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) _____.

A. belief B. emotion (C. attitude) D. cognition E. attribute

Toyota offers a hybrid version of its popular Highlander mid-sized SUV. The advertising for this car features the positive benefits of owning a hybrid, but it fails to mention that the Hybrid is considerably more expensive than the conventional version of the model. This is an example of a(n) _____.

A. biased message (B. one-sided message) C. two-sided message D. positive appeal E. comparative ad

Advertisements or sales messages in which only one point of view is expressed are referred to as _____.

A. biased messages (B. one-sided messages) C. two-sided messages D. utilitarian appeals E. noncomparative ads

A set of human characteristics that become associated with a brand is referred to as _____.

A. brand image B. brand equity C. brand leverage (D. brand personality) E. brand positioning

How does mere exposure enhance attitudes?

A. by changing beliefs B. by adding beliefs (C. through enhanced familiarity) D. through shifting importance E. by changing perceptions of the ideal

Which of the following is NOT a way emotional ads may enhance persuasion?

A. by increasing attention of the ad and, therefore, ad recall B. by increasing liking of the ad C. by increasing product liking through classical conditioning D. by increasing product liking through high-involvement processes (E. all of the above are ways emotional ads may enhance persuasion)

Appeal characteristics represent _____ a message is communicated.

A. by whom B. when C. where (D. how) E. the timing by which

Kevin is shy and doesn't really like to be around others. Most of the others from his high school that went to the same college he did got involved in student organizations, such as fraternities and sororities, business organizations, and religious groups, but Kevin didn't join anything. Kevin has a low need for _____.

A. categorization B. consistency C. autonomy (D. affiliation) E. modeling

Consumers who purchase only popular brands because of insecurity, are most likely influenced by the _____ motive.

A. causation B. assertion C. consistency (D. ego-defense) E. none of the above

Advertisements for BC Headache Powders usually show blue-collar workers using this product to obtain fast pain relief caused by their job (e.g., heavy lifting). Which advertising tactic is BC using to communicate its brand personality?

A. celebrity endorsers (B. user imagery) C. pace of the ad D. media outlet E. all of the above

Which of the following is NOT an advertising tactic used to communicate brand personality?

A. celebrity endorsers B. user imagery (C. length of the ad) D. tone of the ad E. type of media outlet

Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of _____.

A. celebrity spokespersons B. sponsors (C. spokescharacters) D. two-sided messages E. inanimate celebrity characters

Which of the following statements is true regarding active and inactive consumer problems?

Active problems require the marketer only to convince consumers that its brand is the superior solution.

Atmosphere is referred to as _____ when describing a service business such as a hospital, bank, or restaurant. A) landscape B) servicescape C) ambiance D) environment E) servqual

B

Which situational characteristic deals with the effect of time on consumer behavior? A) physical surroundings B) social surroundings C) temporal perspective D) task definition E) antecedent states

C

What has research revealed regarding consumers' variety-seeking behavior?

Consumers are more likely to become bored on sensory attributes such as taste.

One difficulty with using intuition alone to identify consumer problems is that it is a complex research technique that requires extensive training.

False

Research has shown that using high levels of fear in advertising such that consumers feel threatened are the most effective.

False

The affective component of an attitude is one's tendency to respond in a certain manner toward an object or activity.

False

The elaboration likelihood model (ELM) of persuasion posits two routes to persuasion: direct route and indirect route.

False

The fact that consumers need to attribute cause underlies an area of research known as cognitive theory.

False

The level of one's desire to resolve a particular problem depends on two factors: the actual state and the desired state.

False

The logic underlying the multiattribute attitude model is that all the components of an attitude are generally inconsistent.

False

The three types of decision making are rebuy, limited, and extended.

False

Universal problem recognition involves a discrepancy that a variety of brands within a product category can reduce.

False

Value-expressive appeals involve informing the consumers of one or more functional benefits that are important to the target market.

False

When a consumer's actual state is perceived as being greater than the desired state, recognition of a problem does not occur.

False

Which of the following is a major PRIZM life stage group? A. Urban B. Town & Rural C. Second City D. Strivers E. Family Life

Family Life

Which of the following is NOT a global lifestyle segment identified by Roper Starch Worldwide? A. Strivers B. Devouts C. Intimates D. Creatives E. Rustics

Rustics

Need for stimulation is an active, external motive.

True

Nominal decision making is sometimes referred to as habitual decision making.

True

One critical aspect of attitudes is that all three components tend to be consistent.

True

Personality is an individual's characteristic response tendencies across similar situations.

True

Problem recognition is the first stage of the consumer decision process.

True

Problem recognition is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.

True

Segmenting consumers on the basis of the most important attribute or attributes is called benefit segmentation.

True

Sponsorship occurs when a company provides financial support for an event.

True

The cognitive component of attitude consists of a consumer's beliefs about an object.

True

The simplest form of message framing is Attribute Framing, where only a single attribute is the focus of the frame.

True

There is evidence that affect or brand preference may be increased by mere exposure.

True

Two distinct categories of nominal decision making are brand loyal decisions and repeat purchase decisions.

True

Variety-seeking behavior is a challenge to marketers because it means the consumers switch brands for reasons beyond a company's control.

True

Which of the following is an approach to problem identification?

all of the above

Which of the following is one of Experian's technology profiles based on an extensive analysis of attitudes, lifestyle, and adoption and usage patterns related to technology? A. Wizards B. Journeymen C. Apprentices D. Novices E. all of the above

all of the above

Which of the following is typically included in a psychographic or lifestyle study? A. attitudes B. values C. activities and interests D. demographics E. all of the above

all of the above

Which of the following is a dimension of a consumer's self-concept? A. actual self-concept B. ideal self-concept C. private self-concept D. social self-concept E. all of the above

all of the above

Which of the following is a nonmarketing factor affecting problem recognition?

all of the above

Which type of consumer decision making involves the evaluation of many attributes and alternatives and employs complex decision rules?

extended decision making

Two basic approaches to causing problem recognition are _____.

generic problem recognition and selective problem recognition

Nominal decision making is sometimes referred to as _____.

habitual decision making

The person present during a focus group discussion that keeps the discussion moving and focused on the topic is called a(n) _____.

moderator

Which type of consumer decision making does NOT include alternative evaluation?

nominal decision making

Which type of consumer decision making includes only a limited internal information search and no external search for information?

nominal decision making

Which type of consumer decision making only includes the stages of problem recognition, limited internal information search, purchase, and limited postpurchase behavior?

nominal decision making

Which type of decision making process in effect involves no decision per se?

nominal decision making

Which of the following drives problem recognition?

the consumer's perception of the actual state

Need for uniqueness reflects an individual difference in consumers' propensity to engage in and enjoy thinking.

False

Which of the following is a concern marketing managers have related to problem recognition?

all of the above

The energizing force that activates behavior and provides purpose and direction to that behavior is known as _____.

(A motivation) B personality C emotion D perception E needs

A consumer who buys a product because a close friend bought one may be fulfilling a _____ motivation.

(A. modeling) B. independence C. causation D. ego-defense E. none of the above

When considering consumers' ideal levels of performance on attributes when using a multiattribute attitude model, which attitude index is best?

(A. 0) B. 25 C. 50 D. 100 E. over 100

In regulatory focus theory, _____ motives revolve around a desire for growth and development and are related to consumers' hopes and aspirations.

(A. Promotion-focused) B. Latent-focused C. Manifest-focused D. Prevention-focused E. all of the above

Nike has several models of athletic shoes, and most have high functionality. However, several models are also sleek looking and can actually make a fashion statement for the wearer as well as performing the functional aspects of the product. By going beyond the cognitive associations of functionality and attempting to tap consumers' affective reactions, Nike and other marketers are developing products with _____.

(A. aesthetic appeal) B. aspirational appeal C. benefit appeal D. social appeal E. personality appeal

In which type of motivational conflict must a consumer choose between two attractive alternatives?

(A. approach-approach) B. positive-positive C. win-win D. avoidance-avoidance E. primary-primary

Why are the SAM and adSAM measures effective across cultures?

(A. because the pictorial representations don't require translation or alteration) B. because the numerical representations don't require translation or alteration C. because they are based on emotions D. because they are based on attitudes E. because the musical representations do not include lyrics

Segmenting consumers on the basis of their most important attribute or attributes is called _____.

(A. benefit segmentation) B. demographic segmentation C. psychographic segmentation D. attribute segmentation E. utilitarian segmentation

For years, American automobiles did not have the level of quality that foreign, particularly Japanese, automobiles had. However, that has changed, and most automobiles built in the United States have comparable or superior quality than imports. Consumers' attitudes are slow to change, however, and marketers must use which strategy to change the cognitive component of consumers' attitudes?

(A. change beliefs) B. shift importance C. add beliefs D. change ideal E. change feelings

Lori reads three newspapers a day and is always reading a book in the evening. She has a high need to engage in thinking, and she actually enjoys it. She likes to complete crossword puzzles and do other types of word games. Lori has a high need for _____.

(A. cognition) B. affection C. ethnocentrism D. uniqueness E. acceptance

Maslow's hierarchy of needs includes all EXCEPT which of the following?

(A. cognition) B. physiological C. safety D. belongingness E. esteem

Dolly prefers to be in a large group rather than alone. She is talkative when with others and is very bold. Which personality trait best describes Dolly?

(A. extroversion) B. instability C. agreeableness D. openness to experience E. conscientiousness

Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting?

(A. involvement) B. need C. want D. desire E. action

Motives that are known and freely admitted are called _____.

(A. manifest motives) B. latent motives C. objective motives D. acceptable motives E. primary motives

Simply presenting a brand to an individual on a large number of occasions might make the individual's attitude toward the brand more positive is known as _____.

(A. mere exposure) B. the familiarity effect C. positive exposure D. repetitive exposure E. the saturation effect

Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response?

(A. motive) B. personality C. emotion D. perception E. feeling

Kelly is hungry, and this inner force is making him search for the type of food he wants to eat. He decides that an Arby's roast beef sandwich will satisfy his hunger. This inner force that is compelling him to search for food is known as a(n) _____.

(A. motive) B. personality trait C. emotion D. perception E. feeling

Duane is attempting to determine consumers' attitudes toward his restaurant by asking them their beliefs about how his restaurant performs on several attributes, such as price, ambience, quality of the food, and friendliness of service. Consumers can rate his restaurant with a score of 1 to 7 for each of these attributes, with 7 being the highest. Duane adds up the scores to see how he performs, using the assumption that a higher total is better. At a basic level, which type of model is Duane using?

(A. multiattribute attitude model) B. cognitive assessment model C. belief assessment model D. summation model E. attribute heuristic model

Smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen are all examples of products to satisfy consumers' _____ needs.

(A. safety) B. self-actualization C. physiological D. belongingness E. esteem

Whole Foods Supermarkets have been described as down-to-earth, honest, wholesome, and cheerful. Which dimension of brand personality does this represent?

(A. sincerity) B. excitement C. competence D. sophistication E. ruggedness

Dr. Rosenfeld is the doctor on Sunday House Call, a Sunday morning health program on the Fox News channel. Dr. Rosenfeld is highly esteemed in his field and provides up-to-date medical information for viewers. Sometimes he recommends specific products, and Valerie, a regular viewer of the program, trusts what he says or recommends because he doesn't seem to have an apparent motive to mislead viewers. Which characteristic does Dr. Rosenfeld possess?

(A. source credibility) B. source derogation C. source experience D. source likeability E. source attractiveness

Advertisements and packages for Kellogg's Smart Start breakfast cereal include the seal of the American Heart Association, indicating that it is a hearty-healthy choice. This seal can influence consumers to purchase this brand because the American Heart Association has a reputation of trustworthiness and expertise. The seal appearing on packages and in advertisements represents a _____.

(A. third-party endorsement) B. testimonial C. two-sided message D. sponsorship E. message frame

How many PRIZM segments are there? A. 8 B. 10 C. 38 D. 54 E. 66

66

_____ percent of women in a study reported in the Dove consumer insight perceived their actual beauty to fall short of their ideal. A. 98 B. 10 C. 50 D. 25 E. 30

98

A socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning is referred to as a _____. A) ritual situation B) momentary condition C) prescriptive D) schema E) holiday

A

All those factors particular to a time and place that do not follow from knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior are known as _____. A) situational influence B) motivators C) consumption triggers D) consumption influencers E) motivational influence

A

Binge drinking among college students can be described as a(n) _____. A) ritual behavior B) socially desirable behavior C) task accomplishing behavior D) antecedent behavior E) value-expressive behavior

A

Clara is shopping with her friend, Jane, when they both went into a drug store. Clara needed to buy medication for hemorrhoids, but she was reluctant to do so in front of Jane. Which emotion was Clara probably experiencing in this situation? A) embarrassment B) shame C) fear D) anger E) disappointment

A

Decisions made by consumers regarding the _____ situation can create significant social problems as well as opportunities for marketers. A) disposition B) purchase C) communication D) expanded usage E) usage

A

Decor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object are included in which situational characteristic? A) physical surroundings B) social surroundings C) temporal perspectives D) task definition E) antecedent states

A

Every year around the 4th of July, families get together and celebrate a family reunion as well as Independence Day. The Normans, one such family, does this every year, and the party is pretty much the same every year. A cookout is held at one family member's home, and games for the children are played, such as a three-legged race and an egg toss competition. The family that wins the overall competition gets to take home a hideous, but meaningful trophy for that year. This is an example of a _____. A) ritual situation B) momentary condition C) prescriptive D) schema E) social schema

A

Giving out candy to children on Halloween, giving chocolate and roses to sweethearts on Valentine's Day, and wearing green and drinking green beer on St. Patrick's Day are all examples of _____. A) ritual situations B) momentary conditions C) prescriptives D) schemas E) social surroundings

A

In which situation do marketers attempt to place their ads in appropriate media contexts to enhance their effectiveness? A) communications B) purchase C) usage D) disposition E) preliminary

A

Melanie lives in a small city that does not have a lot of the interesting retail stores. She and her two best friends take a trip twice a year to places such as Atlanta, Dallas, and Chicago to go shopping. It's so exciting for them to go in some of the stores because they are so unique, and they have only seen them online or in catalogs. Also, several cities now have lifestyle centers or town centers that are reminiscent of downtown in bygone days. All of the factors such as decor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the merchandise that Melanie and her friends make a special trip to experience comprise which situation characteristic? A) physical surroundings B) social surroundings C) temporal perspectives D) task definition E) antecedent states

A

Walker and his wife have two children. They have purchased a new computer for their household every four years or so for almost twenty years. When Walker purchases a new one, usually for him to be able to work at home, one of his children will get the old one. However, they have a few old computers sitting in the attic and garage because Walker doesn't really know how to get rid of them. This is an example of which type of situation? A) disposition situation B) purchase situation C) communications situation D) expanded usage situation E) replacement situation

A

Which of the following are components of the physical environment? A) colors, aromas, music, and crowding B) normal and expanded usage C) utilitarian and hedonic product characteristics D) moods and momentary conditions E) internal and external influences

A

Which of the following is NOT a consumption response? A) task definition B) problem recognition C) purchase D) disposition E) alternative evaluation

A

Which of the following is a negative emotion influenced by both the product (e.g., hearing aids, feminine hygiene products) and the situation? A) embarrassment B) shame C) fear D) anger E) disappointment

A

Which of the following is an ancient solemn event marketing the coming of age of a Jewish male? A) bar mitzvah B) bat mitzvah C) Chanukah D) Passover E) Yom Kippur

A

Which of the following is the FIRST step in the approach for developing situation-based marketing strategies? A) Use observational studies, focus group discussions, depth interviews, and secondary data to discover the various usage situations that influence the consumption of the product. B) Survey a large sample of consumers to better understand and quantify how the product is used and the benefits sought in the usage situation by the market segment. C) Construct a person-situation segmentation matrix. D) Evaluate each cell in terms of potential. E) Develop and implement a marketing strategy for cells that offer sufficient profit potential given your capabilities

A

_____ is used by loyal consumers, whereby they "seal off" the negative information as a way to quarantine.

A. avoiding B. discrediting C. discounting (D. containment) E. skipping

With respect to the typology of service environments, a bank would be categorized as _____. A) utilitarian B) personal C) hedonic D) tangible E) moderate

A

Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations?

A motivation (B personality) C emotion D perception E needs

Strong, relatively uncontrollable feelings that affect our behavior are known as _____.

A motivations B personality (C emotions) D perceptions E needs

One factor motivating U.K. travelers is status. Which of Maslow's needs is this most related to?

A physiological B safety C belongingness (D esteem) E self-actualization

One factor motivating U.K. travelers is learning. Which of Maslow's needs is this most related to?

A physiological B safety C belongingness D esteem (E self-actualization)

Self-image congruity influences on brand preference and choice depend on which of the following? A. individual factors B. product factors C. situational factors D. A and B E. A, B, and C

A, B, and C

The source of a communication represents _____.

A. "how" a message is communicated (B. "who" delivers the message) C. the "what" of the message D. the "when" of the message E. the "where" of the message

_____ consists of trustworthiness and expertise.

A. A two-sided message B. The two routes to persuasion C. Message appeal (D. Source credibility) E. Message structure

Which of the following statements is FALSE regarding humorous appeals?

A. Ads built around humor appear to increase attention to the ad. B.The overall effectiveness of humor is generally increased when the humor relates to the product or brand in a meaningful way. (C. Humorous ads are low risk because they tend to translate well across situations and cultures.) D. Companies have been successful using humor that is only loosely tied to the product. E. Ads built around humor appear to increase liking of the ad.

Maslow's hierarchy of needs is based on which premise?

A. All humans acquire a similar set of motives through genetic endowment and social interaction. B. Some motives are more basic or critical than others. C. The more basic motives must be satisfied to a minimum level before other motives are activated. D. As the basic motives become satisfied, more advanced motives come into play. (E. all of the above)

Which of the following statements adequately reflects the concept of attitude component consistency?

A. All three attitude components do not change over time. (B. A change in one attitude component tends to produce related changes in the other components.) C The three attitude components operate independently from each other, so a change in one component . doesnotnecessarilymeantheotherswillchange. D. All three attitude components are equal in their influence on one's attitude. E. Each component is equally important regardless of the situation.

Which of the following is NOT a reason why celebrity sources are effective?

A. Celebrities may attract attention to the advertisement. B. A celebrity's likeability and popularity often translate into higher Aad which can enhance brand attitudes. C. Some celebrities are also experts. (D. Celebrities are physically attractive, and research has shown that individuals will agree with a . physically attractive person regardless of the message or their own initial attitude.) E. Consumers may identify with or desire to emulate the celebrity.

The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant by changing the affective component of their attitude. Which of the following is an appropriate approach to achieve this objective?

A. Change consumers' beliefs about attributes of his restaurant. (B Use positive music in their advertisements so that over time consumers will transfer the positive affect . associatedwiththemusictotherestaurant.) C. Convince consumers that an attribute for which this restaurant is strong is more important than other . attributes consumers consider for this product category. D. Inform consumers that delivery is now available. E. Offer coupons to get consumers to visit the restaurant.

_____ motives deal with the need to reach satisfying feeling states and to obtain personal goals

A. Cognitive (B. Affective) C. Preservation-oriented D. Advancement-oriented E. Safety-oriented

____ motives emphasize the individual as striving to maintain equilibrium.

A. Cognitive B. Affective (C. Preservation-oriented) D. Growth E. Leveling

Which of the following statement is true regarding comparative advertising?

A. Comparative advertising is more effective regardless of the source. B. Comparative advertising is particularly effective for promoting established, market-share leader brands. (C. Audience characteristics, especially brand loyalty associated with the sponsoring brand, are important.) D. Broadcast media, particularly radio, appear to be better vehicles for comparative advertisements. E. A partially comparative ad is one in which a specific competitor is not named.

Which of the following is FALSE regarding the central route to persuasion in the elaboration likelihood model?

A. Consumers exhibit high involvement with the product, message, or decision. B. Consumers exhibit strong attention focused on central, product-related features and factual information. C. Consumers experience conscious thoughts about product attributes and use outcomes. (D. Persuasion operates through classical conditioning.) E. Persuasion generally alters product beliefs.

Which of the following is FALSE regarding how emotional responses to advertising influence consumer behavior?

A. Emotional advertisements that trigger a positively evaluated emotion will enhance liking of the ad itself. B. Emotional content in advertisements enhances their attention, attraction, and maintenance capabilities. (C. While emotional content in advertisements may increase attention, emotional messages have not been . found to be processed more thoroughly than neutral messages.) D. Repeated exposure to positive-emotion-eliciting ads may increase brand preference through classical conditioning. E. Repeated exposure to positive-emotion-eliciting ads may result in brand preference occurring in a direct, high-involvement way.

Which of the following is a characteristic associated with emotions?

A. Emotions occur independently from physiological changes. B. Emotions are not associated with behaviors. C. Emotions involve objective feelings. (D. Emotions are often triggered by environmental events.) E. all of the above

Which of the following is NOT used to classify McGuire's psychological motives?

A. Is the mode of motivation cognitive or affective? B. Is the motive focused on preservation of the status quo or on growth? C. Is this behavior actively initiated or in response to the environment? (D. Is the outcome of the behavior temporary or permanent?) E. Does this behavior help the individual achieve a new internal or a new external relationship to the environment?

_____ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms.

A. Message sidedness (B. Message framing) C. Benefit segmentation D. Positive/negative message E. Priming

_____ is an individual's characteristic response tendencies across similar situations.

A. Motivation B. Emotion C. Empathy (D. Personality) E. Involvement

A loyal consumer will often use _____ to protect their brand by reducing the importance they put on a given attribute.

A. avoiding B. discrediting (C. discounting) D. containment E. skipping

Which of the following is true regarding consumers who are highly involved in a specific product category?

A. They are more likely to pay attention to relevant marketing messages. B. They are more likely to engage in analytical reasoning to process and learn new information. C. They are more likely to seek out information from numerous sources prior to a decision. D. They are more likely to act as opinion leaders. (E. all of the above)

Which of the following is true regarding value-expressive versus utilitarian appeals?

A. Utilitarian appeals attempt to build a personality for the product or create an image of the product user. (B. Utilitarian appeals are most effective for functional products.) C. Products serve either a utilitarian purpose or a value-expressive purpose but not both. D For value-expressive products, banner ads on Web sites serve primarily to transport consumers to the . more detailed target ads or sites. E. all of the above

Which of the following can be a component of a multiattribute model?

A. a consumer's attitude toward a particular brand B. a consumer's belief about how a brand performs on a given attribute C. the importance the consumer attaches to an attribute D. a consumer's ideal level of performance on an attribute (E. all of the above)

Consumers who actively complain when a product is not satisfactory are probably fulfilling _____ need.

A. a modeling B. a consistency C. an affiliation (D. an assertion) E. attribution of causality

The willingness to buy a particular product or service is known as _____.

A. a need B. a want (C. demand) D. motivation E. an attitude

A consumer's need for reinforcement is _____.

A. active and internal B. active and external C. passive and internal (D. passive and external) E. active and passive

When asked why she likes to shop, Melanie replied that it relaxes her, and she looks at is as a personal reward. This is an example of which hedonic shopping motive?

A. adventure shopping B. social shopping (C. gratification shopping) D. value shopping E. role shopping

Which of the following is a hedonic shopping motive related to McGuire's typology?

A. adventure shopping B. social shopping C. gratification shopping D. idea shopping (E. all of the above)

While any given advertisement for a product may focus on only one or a few purchasing motives, the _____.

A. advertising campaign should focus more on manifest motives since they always have a stronger influence on purchase decisions B overall campaign should attempt to position the product in the schematic memory to correspond with . the target market's purchase motives C. advertising campaign needs to cover all the important purchase motives of the target market D. a and b (E. b and c)

Since latent motives often are less than completely socially desirable, _____ are frequently used.

A. affect appeals (B. indirect appeals) C. latent appeals D. direct appeals E. cross referencing appeals

Mitch likes Toyota automobiles because he thinks they have the highest reliability of all automobiles. His belief about Toyota's reliability represents which component of Mitch's attitude?

A. affective (B. cognitive) C. factual D. behavioral E. utilitarian

Which component of attitudes consists of a consumer's beliefs about an object?

A. affective (B. cognitive) C. factual D. behavioral E. utilitarian

In McGuire's classification of motives, which ones focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning?

A. affective B. preservation C. growth (D. cognitive) E. self-actualization

An advertisement theme of "do your own thing" is most likely to be based on a need for _____.

A. affiliation B. modeling C. consistency (D. independence) E. none of the above

Spokescharacters can be _____.

A. animated animals B. animated people C. animated products D. animated objects (E. all of the above)

Two prominent sets of motives under regulatory focus theory are termed _____.

A. approach and latent B. excess and manifest (C. promotion and prevention) D. acute and chronic E. motivate and conflict

Nikki likes to attend the movies, but she is concerned with how expensive ticket prices are getting and the cost of concessions. She wants to have fun, but she also knows that she needs to save money for college. Which type of motivational conflict is Nikki experiencing?

A. approach-approach (B. approach-avoidance) C. avoidance-avoidance D. acceptable-unacceptable E. unacceptable-acceptable

Which type of message framing stresses either the positive outcomes of performing a behavior or the negative outcomes of not performing a behavior?

A. attribute framing B. two-sided framing (C. goal framing) D. end-state framing E. benefit/loss framing

Which of the following is used to understand a consumer's cognitive component of attitude?

A. attribution theory B. cognitive dissonance theory (C. multiattribute attitude model) D. attitude consistency theory E. attitude perception model

_____ is the first strategy a loyal consumer uses when their favorite brand is attacked with negative information.

A. avoiding (B. discrediting) C. discounting D. containment E. skipping

In an attempt to alter consumers' cognitive component of their attitude toward Pepsi brand of cola, a freshness date was added on the cans. Pepsi wanted consumers to consider this attribute that was never a consideration before. Pepsi was using which strategy to alter the cognitive structure of a consumer's attitude?

A. change beliefs B. shift importance (C. add beliefs) D. change ideal E. change feelings

Which of the following is a strategy for altering the cognitive component of a consumer's attitude?

A. change beliefs B. shift importance C. add beliefs D. change ideal (E. all of the above)

Changing behavior prior to changing affect or cognition is based primarily on _____.

A. classical conditioning (B. operant conditioning) C. iconic rote learning D. analytical reasoning E. mere exposure

Which of the following is an approach used by marketers to increase consumers' affect toward their brand?

A. classical conditioning B. create a positive affect toward the ad or Web site C. mere exposure D. a and b (E. a,b,and c)

When the SPCA presents facts to counter untrue myths, they are dealing most closely with the _____ component of attitudes.

A. classically conditioned B. operantly conditioned C. affective (D. cognitive) E. behavioral

Janice and her mother were visiting an art gallery, and they were looking at modern art. When they came to one painting, Janice said, "I like that." When her mother asked her why she liked it, all she could say was, "I don't know, I just like it." Which component of attitude does this represent?

A. cognitive (B. affective) C. behavioral D. latent E. manifest

SAM (Self-Assessment Manikin) is used to assess which component of attitude?

A. cognitive (B. affective) C. behavioral D. orientation E. personality

Which motives emphasize development?

A. cognitive B. affective C. preservation-oriented (D. growth) E. advancement

Which component of attitude represents one's tendency to respond in a certain manner toward an object or activity?

A. cognitive B. affective (C. behavioral) D. orientation E. personality

Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement?

A. cognitive dissonance theory B. theory of reasoned action (C. elaboration likelihood model) D. attribution theory E. noncompensatory theory

Quaker Oats contains zero milligrams of sodium. This is an example of what type of belief?

A. conspicuous belief B. benefit belief C. dominant belief (D. feature belief) E. inherent belief

A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting _____.

A. consumer ethnocentrism B. a need for cognition (C. a need for uniqueness) D. extroversion E. agreeableness

Regulatory focus theory suggests that ____.

A. consumers will react differently depending on which broad set of motives is most inconspicuous B. when prevention-focused motives are less salient, consumers seek to avoid negative outcomes C. when promotion-focused motives are less salient, consumers seek to gain positive outcomes (D. consumers will react differently depending on which broad set of motives is most salient) E. when promotion-focused motives are most salient, consumers are less eager and less risk-seeking decision makers

The tendency of many consumers to discount claims made by sales people can be explained in part by _____.

A. contrast theory B. assimilation theory C. classical conditioning (D. attribution theory) E. none of the above

Which of the following is a common technique for inducing trial behavior?

A. coupons B. free samples C. point-of-purchase displays D. tie-in purchases (E. all of the above)

After a very negative service encounter, Sam vents his emotions and seeks emotional and problem- focused assistance from others. This is called

A. dominance. B. helplessness. C. active coping. (D. expressive support seeking.) E. avoidance.

For which type of products can affect, emotions, and Aad play a role in more conscious, high- involvement settings?

A. durable products (B. hedonic products) C. services D. high-price products E. nondurable products

Which emotion would be classified under the "arousal" dimension of emotion?

A. duty (B. distraction) C. guilt D. shame E. disgust

A consumer who purchases a certain style of clothes to establish and reinforce a unique identity is most likely fulfilling a need for _____.

A. ego-defense B. affiliation C. modeling (D. expression) E. cues

Which term is used to refer to the liking/disliking aspect of a specific feeling?

A. emotion (B. affect) C. hedonic D. cognition E. valence

Caleb learned from his parents that littering was bad, so when he sees someone doing it, he forms an unfavorable impression of that person. Caleb's learned predisposition to dislike someone who litters represents his _____.

A. emotion B. personality (C. attitude) D. orientation E. intelligence

A substantial amount of brand switching when the current brand is satisfactory may be explained by the _____ motive.

A. expression B. reinforcement (C. stimulation) D. affiliation E. none of the above

Which of the following is NOT a core trait in the Five-Factor Model of personality?

A. extroversion B. instability (C. reliability) D. openness to experience E. conscientiousness

Erin is very imaginative and appreciative of all types of art. She is very creatively talented, and others come to her for novel solutions to problems because she tends to "think outside the box." Which core trait best describes Erin?

A. extroversion B. introversion C. instability D. agreeableness (E. openness to experience)

Barbara is an individual that usually feels restful, serene, comfortable, and soothed. Which emotion is Barbara experiencing?

A. faith B. desire C. joy D. gratitude (E. serenity)

Marketers must promote _____ rather than _____, especially for less knowledgeable consumers and for complex products.

A. features, benefits B. benefits, avoidance (C. benefits, features) D. features, contents E. consistency, inconsistency

The tendency of many consumers to discount claims made by sales people and ads is related to the need _____.

A. for ego defense B. for focus C. for assertion (D. to attribute causation) E. none of the above

A consumer's tendency to initially react to a new product as though it were the same as similar existing products is most likely to be based on a need _____.

A. for modeling B. for assertion C. for consistency (D. to categorize) E. none of the above

Which type of appeal attempts to build a personality for the product or create an image of the product user?

A. humorous appeal B. utilitarian appeal (C. value-expressive appeal) D. hedonic appeal E. emotional appeal

Attitude components tend to be _____.

A. inconsistent (B. consistent) C. irregular D. disparate E. none of the above

Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy?

A. introversion (B. instability) C. sulkiness D. conscientiousness E. agreeableness

Feelings or emotional reactions to an object reflect the _____ component of an attitude.

A. knowledge B. cognitive (C. affective) D. behavioral E. orientation

Kimberly-Clark is interested in mothers' emotional reactions to their Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in?

A. knowledge B. cognitive (C. affective) D. behavioral E. orientation

Which of the following is a factor that may account for inconsistencies between measures of beliefs and feelings and observations of behavior?

A. lack of need B. failure to consider relative attitudes C. failure to consider interpersonal influence D. failure to consider situational factors (E. all of the above)

Which of the following is NOT a factor accounting for inconsistencies between measures of beliefs and feelings and observations of behavior?

A. lack of need B. lack of ability C. weakly held beliefs and affect (D. failure to consider negative reactions) E. failure to consider interpersonal influence

Beyond projective techniques, a popular tool for identifying motives is _____.

A. laddering B. means-end chain C. benefit chain D. latent listing (E. a,b,c)

When asked why he bought a specific automobile, Jeremy replied that it has good gas mileage, is rated one the best cars in terms of safety, and was in a moderate price range. These reasons reflect Jeremy's _____ motives.

A. latent (B. manifest) C. acceptable D. primary E. identifiable

Motives that are either unknown to the consumer or are such that he or she is reluctant to admit them are referred to as _____ motives.

A. manifest B. hidden C. secondary (D. latent) E. unacceptable

James begged his mother to buy him some high-top Converse shoes. When asked why he wanted these shoes, he said that he wanted them because they are comfortable. He really wanted them because his two best friends have them, and if he had them, he would be considered "cool," but he didn't want to tell his mother that. Wanting to appear "cool" to his friends represents which type of motive?

A. manifest B. hidden C. secondary (D. latent) E. social

Which type of appeal involves informing the consumer of one or more functional benefits that are important to the target market?

A. multi-sided message B. value-expressive appeal (C. utilitarian appeal) D. factual appeal E. supportive appeal

Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products?

A. need for affiliation B. need for uniqueness (C. consumer ethnocentrism) D. agreeableness E. introversion

Stephanie is a working mother of two children. She has a stressful job, so she makes a point of walking two miles on her treadmill each day to help her unwind. By doing this, Stephanie is satisfying her _____.

A. need for attribution B. need for autonomy (C. need for tension reduction) D. need for reinforcement E. need for modeling

Shelby wears Tommy Hilfiger clothing and drives an expensive automobile. He likes these types of brands because he feels they communicate his image to others. These brands are satisfying Shelby's _____.

A. need for attribution B. need for autonomy C. need for tension reduction D. need for reinforcement (E. need for expression)

Which need is activated when one's identity is threatened, motivating the person to protect his or her self- concept and utilize defensive behaviors and attitudes?

A. need for cognition B. need for expression C. need for reinforcement (D. need for ego defense) E. need for identity preservation

Adam was working on a term paper and was exposed to so much information that he devised a classification system to organize the different sources of information he was using. This reflects which cognitive preservation motive?

A. need for consistency B. need for attribution (C. need to categorize) D. need for objectification E. need for autonomy

Which motives reflect needs for observable cues or symbols that enable people to infer what they feel and know?

A. need for consistency B. need for attribution C. need to categorize (D. need for objectification) E. need for autonomy

Which set of motives deals with our need to determine who or what causes the things that happen to us?

A. need for consistency (B. need for attribution) C. need to categorize D. need for objectification E. need for autonomy

Which need results in the consumer playing various roles and gaining pleasure from adding new, satisfying roles and by increasing the significance of roles already adopted?

A. need for stimulation (B. need for identification) C. need or objectification D. teleological need E. need for expression

Karen went to a movie and was disappointed because the main character died. She prefers happy endings to movies, and this one really put her in a bad mood for the rest of the day. This movie was in contrast with which need of Karen's?

A. need for stimulation (B. teleological need) C. utilitarian need D. need for tension reduction E. need for objectification

Which of the following is a type of cognitive preservation motive?

A. need for tension reduction B. teleological need (C. need for objectification) D. need for stimulation E. need for ego defense

Elizabeth is 15 years old and is asking her parents for more freedom. She wants to make more of the decisions that affect her, such as the clothes she wears, how late she can stay out, and what school she attends. This is an example of Elizabeth's need for _____.

A. objectification B. ego defense C. expression (D. autonomy) E. assertion

A long-running television commercial for Dial soap would show an individual in various situations with other people (e.g., car pool or elevator). This individual would join the others and look around, appearing to be in discomfort. Then a voice over would say, "Aren't you glad you used Dial...don't you wish everyone did?" Which type of appeal does this illustrate?

A. one-sided message B. two-sided message (C. fear appeal) D. third-party endorsement E. comparative ad

Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments?

A. one-sided message B. two-sided message C. fear appeal (D. emotional ad) E. comparative ad

An advertisement for AT&T long distance telephone service split the screen in two and showed a person on each screen talking on the telephone. Below each person, there was a running total of the cost of the call. At the end of the commercial, the total cost on the AT&T side was lower than that for the Sprint side. This is an example of which type of ad?

A. one-sided message B. two-sided message C. fear appeal D. third-party endorsement (E. comparative ad)

Which type of ad directly compares the features or benefits of two or more brands?

A. one-sided message B. two-sided message C. fear appeal D. third-party endorsement (E. comparative ad)

Instead of featuring any functional benefits of the product or brand in ads for the iPod, this product was introduced by showing a silhouette of a person dancing with the white earbuds and holding a white iPod MP3 player. Which type of advertising appeal does this illustrate?

A. one-sided message B. two-sided message C. testimony (D. value-expressive appeal) E. utilitarian appeal

Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or behaviors are not altered?

A. one-sided message B. two-sided message (C. fear appeals) D. humorous appeals E. comparative ads

Online marketers attempt simulate "touch" by creating a(n) _____.

A. online simulated experience B. virtual direct experience C. enhanced content, such as videos for experiential products D. ability to experience products in a virtual context (E. all of the above)

Which of the following do marketers need to be concerned about with respect to using celebrities as company spokespersons?

A. overexposure of the celebrity B. negative behavior involving the spokesperson C. image of the celebrity does not match the image of the product or brand D. a and b (E. a,b,and c)

Which of the following is (are) designed to provide information on latent motives?

A. perceptual mapping B. regression analysis (C. projective techniques) D. conjoint analysis E. multivariate analyses

An approach to measuring the importance of attitude components that requires consumers to allocate 100 points among the components such that the distribution of the points reflects the relative importance of the component is _____.

A. perceptual mapping B. the Likert scale C. the semantic differential scale D. the rank-order scale (E. none of the above)

Which term is often used interchangeably with the term "motivation"?

A. personality B. emotion (C. need) D. perception E. feeling

How are actual behaviors and response tendencies most often measured?

A. physiological measures B. multiattribute models C. SAM and adSAM (D. direct questioning) E. 100-point constant-sum scales

Which of the following is NOT considered an emotional dimension?

A. pleasure B. arousal C. dominance (D. feeling) E. all of the above are emotional dimensions

Addison is a brand manager and wants consumers to form attitudes that are strong, resistant to counterpersuasion attempts, more accessible from memory, and more predictive of behavior. Which route of the elaboration likelihood model should he encourage consumers to take?

A. primary route B. secondary route (C. central route) D. peripheral route E. direct route

Carissa is highly involved is a purchase decision for a new car. She has searched the Internet, visited car dealerships, talked to friends and family, and paid attention to advertisements. According to the elaboration likelihood model, by which route is Carissa likely to be persuaded?

A. primary route B. secondary route (C. central route) D. peripheral route E. direct route

Dana is watching television when a commercial for a brand of bathroom cleaner comes on. She is not very interested in the product category, but the ad was entertaining and made her laugh. As a result, she had a positive attitude toward the brand of cleaner advertised. According to the elaboration likelihood model, which route to persuasion influenced Dana?

A. primary route B. secondary route C. central route (D. peripheral route) E. indirect route

The elaboration likelihood model posits two routes to persuasion, which are the _____.

A. primary route and secondary route B. temporary route and permanent route (C. central route and peripheral route) D. manifest route and latent route E. direct route and indirect route

The simplest form of message framing where only a single attribute is the focus of the frame is known as _____.

A. priming B. a one-sided message C. goal framing D. simple framing (E. attribute framing)

Which of the following is an individual factor that can influence attitude change?

A. program context B. level of viewer distraction C. buying occasion (D. consumer knowledge) E. all of the above

Madeline has a(n) _____ toward Regular Coke, whereby she simultaneously really likes the taste but also is really negative about the brand because it has high calories.

A. relative attitude B. lack of ability (C. ambivalent attitude) D. interpersonal influence E. all of the above

Which of the following is considered a dimension of brand personality?

A. ruggedness B. excitement C. sincerity D. competence (E. all of the above)

For years, the U.S. Army ran an advertising campaign with the tagline, "Be all you can be." To which of Maslow's needs is this appealing

A. safety (B. self-actualization) C. physiological D. belongingness E. esteem

Which of Maslow's needs involves the desire for self-fulfillment, to become all that one is capable of becoming?

A. safety (B. self-actualization) C. physiological D. belongingness E. esteem

In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered _____ motives.

A. safety B. self-actualization (C. physiological) D. belongingness E. esteem

Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group acceptance?

A. safety B. self-actualization C. physiological (D. belongingness) E. esteem

Which of Maslow's needs reflects individuals' desires for status, superiority, self-respect, and prestige?

A. safety B. self-actualization C. physiological D. belongingness (E. esteem)

Many victims of hurricane Katrina were left without their homes, food, and water--basic necessities for living. Based on Maslow's hierarchy of needs, which motives were activated for these individuals?

A. security B. self-actualization (C. physiological) D. belongingness E. esteem

Consumers have described Apple's iPod products, such as the MP3 music player and the new video player, as imaginative and up-to-date. The brand is also considered to be daring, changing the traditional media models. Based on this description, which dimension of brand personality best describes the iPod?

A. sincerity (B. excitement) C. competence D. sophistication E. ruggedness

In which type of ad does a person, generally a typical member of the target market, recount his or her successful use of the product, service, or idea?

A. single message B. two-sided message C. comparative ad (D. testimonial ad) E. demonstration

Anne appears in a television commercial for a local chiropractor. She tells the audience how she suffered from migraine headaches several times a month. However, once she started treatment at this particular chiropractor, her headaches disappeared. She claimed, "I kept expecting them to come back, but they didn't. I have a whole new lease on life, thanks to Peavy Chiropractic!" Which type of ad is this?

A. single message B. two-sided message C. comparative ad (D. testimonial ad) E. demonstration

Raymond is conducting motivation research. He is using _____, which are designed to provide information on latent motives.

A. strategic manipulation techniques (B. projective techniques) C. latent labeling techniques D. marketing user techniques E. manifest techniques

Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be _____.

A. stronger B. more resistant to counterpersuasion attempts C. more accessible from memory D. more predictive of behavior (E. all of the above)

Gwen lives in Dijon, France. To her, French wine is the only wine worth drinking, and she would never consider drinking wine from California. Gwen is exhibiting _____.

A. stubbornness (B. consumer ethnocentrism) C. sincerity D. consumer culturalism E. patriotism

Theories based on which need view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills?

A. teleological need B. need for tension reduction (C. utilitarian need) D. need for autonomy E. need for identification

An advertising theme such as "Serve Pepsi to your friends, they'll love you for it" is most likely based on _____ motivation.

A. tension reduction (B. affiliation) C. modeling D. expression E. none of the above

Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert?

A. third-party endorsement (B. sponsorship) C. celebrity endorsement D. source credibility E. two-sided message

For years, L'Oreal hair color would say in their ad that L'Oreal is "expensive, but you're worth it." This is an example of which type of advertisement?

A. truthful message B. one-sided message (C. two-sided message) D. negative/positive message E. balanced message

Which type of advertisement or sales presentation presents both good and bad points?

A. unbiased message B. one-sided message (C. two-sided message) D. positive/negative message E. balanced message

An advertisement for the Honda Civic Hybrid featured gas mileage in the subheading (49 city/51 highway). The copy also noted that owners of this automobile may be eligible for a clean-fuel tax deduction. At the time this ad appeared, gas was over $3.00 per gallon, which made the information important to consumers. This is an example of which type of appeal?

A. value-expressive appeal B. comparative ad C. two-sided message (D. utilitarian appeal) E. supportive appeal

Jonathon is a career-oriented person. He values predictability over change. Premium products are important to him to show friends he is successful. To which VALS segment does Jonathon belong? A. Achievers B. Makers C. Believers D. Experiencers E. Innovators

Achievers

Which of the following is a global lifestyle segment identified by Roper Starch Worldwide? A. Experiencers B. Young & Rustic C. Young Digerati D. Altruists E. Innovators

Altruists

Janice is a 48-year-old married woman who uses technology as a major source of information and shopping. She has a DVD drive on her computer and enjoys satellite radio, but would do more if she could afford it. To which technology segment does Janice belong? A. Novices B. Gatherers C. Apprentices D. Enthusiasts E. Journeymen

Apprentices

Carmen is double majoring in fashion merchandising and graphic design in college. When she graduates, she wants to design the physical environment of retail stores, particularly those in women's fashions. She wants to create environments that create specific mood responses in shoppers. Which field best describes what Carmen wants to do? A) architecture B) retail atmospherics C) art D) graphic design E) marketing

B

Features of the individual person that are not lasting characteristics, such as momentary moods or conditions, are called _____. A) personality B) antecedent states C) context effects D) task definition E) self-concept

B

Gertrude is very environmentally-conscious, so she only uses paper bags at the grocery store and tries to purchase items in packages that are recyclable. Her behavior concerns which type of situation? A) socially sensitive situation B) disposition situation C) usage situation D) purchase situation E) communications situation

B

Stan was feeling very tired and hungry in the mid-afternoon, so he ate a Snickers candy bar. Stan is attempting to manage his _____. A) personality traits B) momentary condition C) mood D) self-concept E) daily ritual

B

In the United States, a man usually gives a woman a diamond ring for her to wear on her left-hand ring finger when they become engaged to be married. However, one diamond distributor has developed the idea that women should wear diamonds on their right hands as well. Marketing communications regarding the Diamond Right Hand Ring stress the independence of women and their ability to buy a diamond for themselves. One ad claims that a diamond on a left hand says "we," while a diamond on the right hand says "me." This diamond distributor is attempting to _____. A) influence the competitive situation B) expand the usage situation C) reduce the disposition situation D) influence the social surroundings E) influence the temporal perspective

B

James is giving his cousin, Conor, a new video game for his birthday. Which of the following is the most likely reason James is giving this gift? A) he is required to do so B) it is a ritualized consumption experience C) to elicit return favors D) as a return favor E) because he hopes the receiver will share the gift

B

Jessica and her friends are 16 years old like to shop at Aeropostale, which is a clothing store targeted to teens and young adults. They like to go in that store because there are usually some pretty cute guys working and shopping there. Even though there are some parents shopping with their teens, the other customers are usually teens like themselves. The other individuals present in this store represent the _____. A) servicescape B) social surroundings C) physical surroundings D) store atmosphere E) temporal perspective

B

The other individuals present in the particular situation are referred to as the _____. A) servicescape B) social surroundings C) physical surroundings D) store atmosphere E) temporal perspective

B

The purchase decision and consumption process always occur in the context of _____. A) others B) a specific situation C) marketing communications D) an extended decision-making process E) a social surrounding

B

When orange juice attempted to expand the various times of day when consumers would see orange juice as an appropriate beverage to consume, they were trying to influence which situation? A) communication B) usage C) purchase D) disposition E) all of the above

B

Which of the following reflects temporary states of being rather than temporary states of mind? A) moods B) momentary conditions C) task definition D) personality traits E) self-concept

B

Which of the following services would be classified as having an extended hedonic consumption purpose? A) bank B) cruise C) business dinner D) exercise class E) theater

B

Which of the following is NOT an individual characteristic influencing consumer behavior? A) culture B) attitudes C) task definition D) social class E) motivation

C

Which type of industry has developed around the use of ambient scents? A) professional scenting B) environmental fragrancing C) scent motivation D) environmental creationism E) environmental construction

B

Which VALS segment consists of consumers who are strongly traditional, conservative, and motivated by ideals? A. Achievers B. Makers C. Believers D. Experiencers E. Innovators

Believers

Which of the following is a VALS segment of consumers? A. Traditionalists B. Minimalists C. Blue Blood Estates D. Believers E. Enthusiasts

Believers

Which of the following is a lifestyle segment of Porsche owners? A. Enthusiasts B. Fast Forwards C. Traditionalists D. Bon Vivants E. all of the above

Bon Vivants

John is a salesman and gave one of his customers an expensive watch. Which of the following is the most likely reason John gave this gift? A) social expectations B) it is a ritualized consumption experience C) to elicit a return favor D) it is a business requirement E) as an expression of loving and caring

C

A closed-in feeling created by a crowded store will result in adaptive strategies that could _____. A) lengthen shopping time, shorten purchases, and increase the use of in-store information B) shorten shopping time, increase purchases, and decrease the use of in-store information C) reduce shopping time, reduce purchases, and alter the use of in-store information D) reduce shopping time, reduce purchases, and greatly increase the use of in-store information E) none of the above

C

A person who shops a nicer store than normal because he or she is buying a gift is influenced by the _____ characteristic of the situation. A) physical surroundings B) antecedent state C) task definition D) temporal perspective E) none of the above

C

Clark and his family normally live paycheck to paycheck. However, this month, they found themselves with a little extra money, so they decided to go out to a nice restaurant and to a movie. This is an example of the antecedent state of _____. A) positive mood B) good luck C) momentary conditions D) optimism E) hedonism

C

The situation interacts with the marketing activity and the individual to determine behavior. Which of the following is a marketing activity? A) lifestyle B) temporal perspective C) package D) purchase E) task definition

C

Marcie will soon be 50 years old, so to pamper herself, she decided to get a massage. With respect to the typology of service environments, this type of service would be categorized as _____. A) utilitarian B) personal C) hedonic D) intangible E) moderate

C

Mike is the owner of a restaurant that also has a bar. Based on research that studied the impact of background music on restaurant patrons, what can Mike expect if he uses slow music in his establishment? A) faster service time B) customers spend less time at a table C) larger amount of bar purchases D) significantly more (i.e., 50% or more) spent on food purchases E) greater number of customer groups leaving before seated

C

One aspect of purchasing from QVC, one of the cable shopping channels on television, is that the "offer" will expire within a certain amount of time, creating a sense of urgency among consumers. Teresa watches this channel frequently, and admitted that this aspect of the situation does influence her decision to buy something. Which characteristic of the situation is influencing Teresa and others' behavior? A) physical surroundings B) social surroundings C) temporal perspective D) task definition E) antecedent states

C

Richard is studying how various usage situations influence the consumption of his company's products. He conducted qualitative analyses (i.e., focus group discussions and depth interviews) as well as surveyed a larger sample of consumers to better understand and quantify how products are used and the benefits sought in the usage situation by the market segment. Richard is performing the first two steps in an approach to develop _____. A) demographically-based marketing strategies B) geographically-based marketing strategies C) situation-based marketing strategies D) momentary conditions E) hedonic purchase situations

C

Sharon has to purchase a gift for her mother and only has this afternoon to do so because her birthday party is that evening. She's wondering how she will be able get to the mall in time to pick out the perfect gift. This is an illustration of which situation characteristic? A) physical features B) social surroundings C) temporal perspective D) task definition E) antecedent state

C

Under conditions of crowding, consumers tend do to all of the following EXCEPT _____. A) buy less B) make faster decisions C) make more demands on the sales personnel D) be less satisfied E) all of the above

C

Which of the following also includes a situation-specific component? A) personality B) self-concept C) involvement D) demographics E) brand image

C

Which of the following is NOT a key situational dimension or characteristic that influences consumer behavior? A) physical surroundings B) social surroundings C) alternative evaluation D) temporal perspectives E) task definition

C

Which of the following is a situation characteristic? A) product B) package C) temporal perspective D) demographics E) social class

C

Which of the following statements is FALSE regarding crowding as a situational characteristic? A) Crowding generally produces negative outcomes for both the retail outlet and the consumer. B) Most consumers find crowded feelings to be unpleasant. C) Crowding is unpleasant regardless of a consumers' culture. D) Most consumers find feelings of crowding to be unpleasant and will spend less time in the store. E) Crowding causes most consumers to spend more money.

C

_____ is the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers. A) Servicescape B) Psychographics C) Atmospherics D) Environmentalism E) Landscaping

C

Which global elite luxury segment loves prestige brands? A. Conspicuous Consumers B. Information Seekers C. Sensation Seekers D. Utilitarian Consumers E. Blue Bloods

Conspicuous Consumers

Which of the following statements is FALSE regarding consumer decisions and the consumer decision process?

Consumer decisions are rational and functional; otherwise they do not involve

Arm & Hammer baking soda has been very successful promoting other uses for this product. Advertisements provide several uses other than baking, such as removing odors from carpeting, the laundry, and kitty litter boxes. Finding more uses for a product is known as _____. A) disposition situation B) purchase situation C) communications situation D) expanded usage situation E) alternative usage situation

D

Crowding generally produces which outcome for the retail outlet and the consumer? A) generally positive outcomes for the retailer, but negative outcomes for the consumer B) generally negative outcomes for the consumer, but positive outcomes for the retailer C) generally positive outcomes for both D) generally negative outcomes for both E) none of the above

D

How does music influence consumer behavior? A) subliminally B) reduces consumers' perception of overcrowding C) changes temporal perspective D) influences mood E) changes cognitive structures

D

Many of you have probably heard of Banana Republic retail stores and perhaps have shopped there. Many of you may not know that the store used to look much different than it does today. It used to be more like an adventure, and the merchandise assortment was more appropriate for a safari. If you've ever seen an Indiana Jones movie, you can get a pretty good idea of what Banana Republic used to look like. The stores would have a jeep in the store, camouflage netting, and music from the 1940s playing. The inside had wooden beams and maps hung on the wall that looked like treasure maps. Much of the merchandise was accompanied by a sign that had a tale of some adventure associated with it. These physical features of the retail environment are referred to as the _____. A) store situation B) retail ambiance C) retail surroundings D) store atmosphere E) merchandising mix

D

Mark is developing the marketing strategy for his business, which is a retail store. He knows that situation characteristics will interact with his marketing activity. Which of the following is a situation characteristic he needs to consider? A) social class B) attitudes C) lifestyle D) task definition E) all of the above

D

One study found that wedding gifts tend to be _____ while birthday gifts tend to be _____. A) expensive; inexpensive B) inexpensive; expensive C) fun; utilitarian D) utilitarian; fun E) large; small

D

Rachel is going to the mall to purchase a wedding gift for a co-worker. Based on research, which type of product is she likely to buy? A) expensive B) inexpensive C) expressive D) utilitarian E) hedonic

D

Shopping on the Internet provides which important time-related dimension? A) It has the potential to reduce the amount of time required to make a specific purchase. B) It provides the consumer with almost total control over when the purchase is made. C) It eliminates the uneasiness of crowding experienced in many retail outlets. D) a and b E) a, b, and c

D

Some consumers are highly susceptible to interpersonal influence, which is a _____. A) norm B) situation factor C) product factor D) personality trait E) cultural factor

D

Stacy is shopping to purchase new linens for her guest room. Which situational characteristic is influencing her behavior? A) physical surroundings B) social surroundings C) temporal perspective D) task definition E) antecedent states

D

The reason the consumption activity is occurring is the situation characteristic of _____. A) physical surroundings B) social surroundings C) temporal perspective D) task definition E) antecedent states

D

The sum of all the physical features of a retail environment is referred to as the _____. A) store situation B) retail ambiance C) retail surroundings D) store atmosphere E) merchandising mix

D

Which color is arousing? A) red B) yellow C) blue D) a and b E) a, b, and c

D

Which of the following are antecedent states? A) colors, aromas, music, and crowding B) normal and expanded usage C) utilitarian and hedonic D) moods and momentary conditions E) internal and external influences

D

Which situation involves consumers disposing of products or product packages after or before product use? A) communications situation B) purchase situation C) usage situation D) disposition situation E) task situation

D

Which global lifestyle segment values duty, tradition, faith, obedience, and respect for elders? A. Strivers B. Devouts C. Altruists D. Intimates E. Creatives

Devouts

A market research study asked consumers to rate themselves with respect to several adjectives, such as happy, cheerful, peaceful, sad, blue, and depressed. What is this research trying to assess? A) noncontextual effects B) traits C) temporal effects D) social surroundings E) mood

E

A store's atmosphere can influence which of the following? A) consumers' judgments of the quality of the store B) store's image C) shoppers' moods D) shoppers' willingness to visit and linger E) all of the above

E

Mimi is a teenager and wants to be accepted by her friends. In fact, she might act a certain way not because she really wants to, but rather, she does it because others around her are doing it. The influence these others have on Mimi represent which situational characteristic? A) temporal perspective B) physical surroundings C) task definition D) antecedent states E) social surroundings

E

To understand a consumer's behavior, we must know about the _____. A) consumer B) situation C) stimulus object D) a and b E) a, b, and c

E

Transient feeling states that are generally not tied to a specific event or object are known as _____. A) noncontextual effects B) traits C) temporal effects D) social surroundings E) moods

E

Under conditions of crowding, consumers tend to _____. A) buy less B) make faster decisions C) use less information D) be less satisfied E) all of the above

E

What do Hispanic girls celebrate when they are fifteen years old? A) ritual situation B) bat mitzvah C) quinceanera D) Cinco De Mayo E) a and c

E

Which group needs to understand how situational influences affect consumers' disposition decisions? A) marketers B) government C) environmental organizations D) a and b E) a, b, and c

E

Which of the following is NOT a situation in which consumer behavior occurs? A) communications situation B) purchase situation C) usage situation D) disposition situation E) all of the above are situations in which consumer behavior occurs

E

Which of the following is a reason consumers give gifts? A) social expectations B) ritualized consumption experiences C) to elicit return favors D) as an expression of love and caring E) all of the above

E

Which of the following is a situation in which consumer behavior occurs? A) communications situation B) purchase situation C) usage situation D) disposition situation E) all of the above

E

Which of the following is a step in the approach for developing situation-based marketing strategies that was given in the textbook? A) Use observational studies, focus group discussions, depth interviews, and secondary data to discover the various usage situations that influence the consumption of the product. B) Survey a large sample of consumers to better understand and quantify how the product is used and the benefits sought in the usage situation by the market segment. C) Construct a person-situation segmentation matrix. D) Evaluate each cell in terms of potential. E) all of the above

E

Which of the following is a way that gifts communicate symbolic meaning? A) In many cases price can be known and can be interpreted as a measure of the esteem the giver has for the receiver. B) The image and functionality of the gift implies the giver's impression of the image and personality of the receiver. C) It reflects on the image and thoughtfulness of the giver. D) It can signify the type of relationship the giver has or desires with the receiver. E) all of the above

E

Which of the following statements is FALSE regarding ritual situations? A) Rituals are receiving increasing attention by marketing scholars and practitioners. B) Ritual situations are of major importance to marketers because they often involve prescribed consumption behaviors. C) There is enough shared behavior across individuals and households that marketers can develop products and promotions around the common ritual situations that arise each year. D) Ritual situations can also result in injurious consumption. E) Marketers cannot change or create consumption patterns associated with ritual situations.

E

Which of the following statements is true regarding moods? A) Mood are relatively stable states that are tied to a specific event or object. B) Moods affect the consumption process, but they are not affected by the consumption process. C) Positive moods have not been shown to affect shopping behavior. D) Consumers do not actively try to manage their mood states. E) Ad and brand attitudes are often influenced in a mood-congruent manner.

E

Marketers create needs.

False

Which of the following is NOT one of Experian's technology profiles? A. Wizards B. Journeymen C. Apprentices D. Enthusiasts E. Novices

Enthusiasts

Motives that are known and freely admitted are called primary motives.

False

Graham is a college student who is impulsive and somewhat rebellious. He seeks out variety and excitement, usually looking for something new, offbeat, and risky. Even though he was old enough, he didn't vote in the last presidential election and is not very interested in world events. To which VALS segment does Graham belong? A. Experiencers B. Strivers C. Survivors D. Makers E. Believers

Experiencers

Affective motives focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning.

False

Affective preservation motives include the need for tension reduction, teleological needs, need for expression, and need for ego defense.

False

An latent problem is one of which the consumer is not aware.

False

Broadcast media, particularly television, appear to be better vehicles for comparative advertisements, because broadcast lends itself to more thorough comparisons.

False

Conflicts between motives are rare.

False

Emotions are rarely accompanied by cognitive thought.

False

Extroversion, instability, agreeableness, openness to experience, and conscientiousness are dimensions of brand personality.

False

If competing brands are comparable in terms of product features (central cues), then consistent with the elaboration likelihood model, under high involvement, peripheral cues like pleasant music will have no influence on brand preferences.

False

If purchase involvement is high, then enduring product involvement will also be high.

False

In a goal framing setting, a positive frame is generally the most effective.

False

Christina lives in Japan, and she and her friends value adventure, pleasure, and excitement. They are heavy users of electronic media; are fashion conscious; and like going to restaurants, bars, and clubs. To which global lifestyle segment identified by Roper Starch Worldwide do Christina and her friends belong? A. Strivers B. Altruists C. Intimates D. Fun Seekers E. Creatives

Fun Seekers

Which VALS segment of consumers comprises successful, sophisticated, active, take-charge people with high self-esteem and abundant resources who are driven by a mix of motivations? A. Achievers B. Makers C. Innovators D. Thinkers E. Experiencers

Innovators

Consumers in which technology segment are young and established, knowledgeable and confident in their use of new technology, and just a notch down from Wizards in their enthusiasm for technology? A. Seekers B. Techno-Strivers C. Journeymen D. Apprentices E. Media Junkies

Journeymen

_____ is how a person lives. A. Personality B. Self-concept C. Lifestyle D. Subculture E. Consumption

Lifestyle

What is the premise underlying geodemographic analyses? A. Age is the primary factor influencing lifestyle. B. Lifestyle, and thus consumption, is largely driven by demographic factors. C. Lifestyle, and thus consumption, is largely driven by education. D. Lifestyle cannot be measured, that is why geographic and demographic variables are analyzed. E. Lifestyle, and thus consumption, is based on primary motivations and resources.

Lifestyle, and thus consumption, is largely driven by demographic factors.

Leonard is a hardworking individual who works for himself and can do just about any construction or carpentry job around. He builds cabinets primarily, but he has also done masonry work. His idea of fun is fixing his truck, and several of his friends and family have him work on their cars as well. He is unimpressed by material possessions other than those with a practical or functional purpose. To which VALS segment does Leonard belong? A. Experiencers B. Strivers C. Survivors D. Makers E. Believers

Makers

Sarah is a retired grandmother of two who is resistant to change. Her grandchildren have managed to teach her how to e-mail them at college, but she doesn't want to do more. To which technology segment does Sarah belong? A. Wizards B. Journeymen C. Apprentices D. Novices E. Mouse Potatoes

Novices

Which consumer technology segment is mature, is retired, has a low household income, and is confused by technology? A. Journeymen B. Gatherers C. Apprentices D. Novices E. Traditionalists

Novices

Which of the following statements is FALSE regarding problem recognition?

Only when the desired state is greater than the actual state will a problem exist.

Which PRIZM segment consists of consumers who are evolving into older "empty-nester" couples as their children grow up and leave home; live in older, stable neighborhoods with pools and patios in their backyard; and are white-collar professionals? A. Urban Achievers B. Blue Blood Estates C. Bohemian Mix D. Pools & Patios E. Town & Rural

Pools & Patios

Tess noticed that she was almost out of shampoo. Which stage of the decision process will this observation activate?

Problem recognition

_____ is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process?

Problem recognition

Rod purchased a Porsche to satisfy himself, not to impress others. He sees this car as a reward for his hard work. To which segment of Porsche owners does Rod belong? A. Top Guns B. Elitists C. Proud Patrons D. Bon Vivants E. Fantasists

Proud Patrons

Which PRIZM social group is characterized by smaller, less densely populated cities or satellites to major cities? A. Urban B. Suburban C. Second City D. Town & Rural E. Rural

Second City

Michelle has been told she has an eye for fashion. She is not afraid to wear brightly colored clothes with strong patterns. She doesn't need to read Vogue to know what looks good on her. Michelle belongs to the global elite ______ segment of luxury consumers. A. Conspicuous Consumers B. Information Seekers C. Sensation Seekers D. Fashionista E. Nouveaux Riches

Sensation Seekers

Which VALS segment of consumers is style conscious and trendy, has limited income, and feels life isn't fair? A. Experiencers B. Strivers C. Survivors D. Makers E. Believers

Strivers

Which VALS segment of consumers leads the most constricted lives, living simply on limited incomes with a focus on safety and security? A. Experiencers B. Strivers C. Survivors D. Makers E. Believers

Survivors

Which of the following is NOT an appropriate condition to attempt to influence generic problem recognition?

The firm has a small percentage of the market.

With respect to the specific lifestyle scheme developed by Porsche, which segment of consumers is ambitious and driven, values power and control, and expects to be noticed? A. Top Guns B. Elitists C. Proud Patrons D. Bon Vivants E. Fantasists

Top Guns

David is a retired attorney who is satisfied and comfortable with his life. He keeps informed about the world by reading three newspapers a day and attends lectures at the senior activity center near his home. He is very content with his life, and he tends to center his leisure activities around his home. He plans his purchases carefully and looks for functionality, value, and durability in the products he buys. Which VALS segment best describes David? A. Achievers B. Makers C. Innovators D. Thinkers E. Experiencers

Thinkers

Which of the following statements is FALSE regarding self-concept and culture? A. The self-concept is important in all cultures. B. Those aspects of the self that are most valued and most influence consumption and other behaviors do not vary across cultures. C. An independent construal of the self is based on the predominant Western cultural belief that individuals are inherently separate. D. An interdependent construal of the self is based on the common Asian cultural belief in the fundamental connectedness of human beings. E. All of the above are true.

Those aspects of the self that are most valued and most influence consumption and other behaviors do not vary across cultures.

A consumer's desired state can be influenced by previous decisions.

True

A credible source can enhance message processing and acceptance.

True

A two-sided message presents both good and bad points.

True

According to Maslow, all humans acquire a similar set of motives through genetic endowment and social interaction.

True

Approaches to discovering consumer problems include activity analysis, product analysis, problem analysis, human factors research, and emotion research.

True

Attempts to influence generic problem recognition are appropriate for brands that have a high market share.

True

Celebrity endorsers are often a useful way to personify a brand since the characteristics and meanings of the celebrity can be transferred to the brand.

True

Emotional advertisements that trigger a positively evaluated emotion will enhance the liking of the ad itself.

True

Firms attempt to cause selective problem recognition to gain or maintain market share.

True

Four basic marketing strategies used for altering the cognitive structure of a consumer's attitude are: change beliefs, shift importance, add beliefs, and change ideal.

True

Laddering is a popular tool for identifying latent motives.

True

Which segment of Experian online shoppers is driven by the desire for new technology as a means for improving all aspects of life? A. Minimalists B. Wizards C. Journeymen D. Apprentices E. Novices

Wizards

Which technology segment is characterized by the statement "technology is life"? These folks are enthusiastic and adventurous users of new technology. A. Wizards B. Journeymen C. Apprentices D. Novices E. Enthusiasts

Wizards

Carl is middle age and single. He has a high school education and works at a hotel as a desk clerk. He lives in a tiny apartment. Even though he doesn't have a high income, he tries to live an active life attending sporting events, and sometimes he brings a date with him. To which PRIZM group does Carl belong? A. Young Digerati B. Bohemian Mix C. Young & Rustic D. Big Fish, Small Pond E. Minimalists

Young & Rustic

Emma noticed that she was almost out of gas, so she pulled into the nearest gas station and filled up her tank. Emma's decision on which gas to purchase is characterized by _____.

a low level of purchase involvement

Which of the following is a type of consumer decision making discussed in your text?

a, b, and c

Bob is a consumer who strives for a clear social position and is strongly influenced by the actions, approval, and opinions of others. He drives an expensive automobile and only buys brands of clothing that are considered "status symbols." Which primary motivation is driving Bob's behavior? A. ideals motivation B. achievement motivation C. self-expression motivation D. realist motivation E. focused motivation

achievement motivation

Consumers driven by which primary motivation strive for a clear social position, are strongly influenced by the actions, approval, and opinions of others, and tend to purchase status symbols? A. ideals motivation B. achievement motivation C. self-expression motivation D. realist motivation E. focused motivation

achievement motivation

Many elderly consumers have problems with arthritis. This painful condition makes it almost impossible for them to open jars or medicine containers because the joints in their fingers are so stiff. Which type of consumer problem is this?

active

Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course of events?

active

What are the types of consumer problems?

active and inactive

Kim was participating in a focus group in which the discussion centered around the participants' problems encountered while taking care of their hair. Which approach to problem identification is this?

activity analysis

Which approach to problem identification focuses on a particular activity such as lawn maintenance?

activity analysis

Renee sat down and did some serious soul searching. She wanted to understand her perception of her self-concept of who she is now. Renee is searching for her _____. A. actual self-concept B. ideal self-concept C. private self-concept D. social self-concept E. present self-concept

actual self-concept

Which dimension of self-concept refers to the individual's perception of who I am now? A. actual self-concept B. ideal self-concept C. private self-concept D. social self-concept E. present self-concept

actual self-concept

A(n) _____ is the way an individual perceives his or her feelings and situation to be at the present time.

actual state

Bessie is at the grocery store and is trying to remember some of the things she needs to buy. She is in the cleaning products aisle looking at the floor cleaning products. She's pretty sure she has another bottle left at home, so she doesn't purchase another. Bessie's perception of her current situation regarding this product reflects her ____.

actual state

A new study suggests there is a cross-cultural group with similar values and consumption patterns based on luxury known as the global elite. What are the segments? A. Conspicuous Consumers B. Information Seekers C. Sensation Seekers D. A and B E. all of the above

all of the above

Which condition is appropriate to attempt to influence generic problem recognition?

all of the above

Individuals with independent self-concepts tend to be _____. A. autonomous B. holistic C. connected D. obedient E. all of the above

autonomous

The extent to which an individual includes important brands as part of his or her self-concept is known as(the) _____. A. acquisition effect B. brand engagement C. materialistic effect D. endowment effect E. evaluation effect

brand engagement

Brad was out of soft drinks in his dorm room, so he went to the store and purchased Coke. This is the brand he always buys, and he would not even consider purchasing another brand. Which type of nominal decision does this illustrate?

brand loyal decision

Which type of nominal decision is characterized by a fairly high degree of product involvement but a low degree of purchase involvement?

brand loyal decision

Nominal decisions can be broken into which two distinct categories?

brand loyal decisions and repeat purchase decisions

Which of the following is NOT a type of consumer decision making discussed in your text?

complex decision making

Which nonmarketing factor affects a consumer's desired state?

culture/subculture

A(n) _____ is the way an individual wants to feel or be at the present time.

desired state

Candice is on a diet and wants to lose 10 pounds. She wants to be thin right now, which represents her _____.

desired state

One retailer asked a group of consumers the types of emotions they experience in both positive and negative retail situations. The purpose of this research was to uncover consumer reactions to various situations so that clerks could be trained to respond appropriately. Which approach to problem recognition is this?

emotion research

Which approach to problem recognition examines emotions associated with certain problems?

emotion research

The Smith's oldest daughter, Olivia, is a senior in high school. She has all "A's" and scored a 34 on the ACT. She is president of the debate team and the national honor society as well as a member of the cheerleading squad. Olivia wants to attend medical school, so both she and her parents are very concerned about which undergraduate school she attends. They have spent countless hours on the Internet examining universities, and they have already visited five campuses. For Olivia and her parents, which type of decision making does this represent?

extended decision making

Very high levels of purchase involvement tend to produce _____.

extended decision making

Which type of decision making involves an extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant postpurchase evaluation?

extended decision making

Carla and her family lost their home and everything in it in to a fire. People would console her by saying that at least her family was not harmed and that everything else can be replaced. She would reply, "I know it was just stuff, but it was our stuff and was special to us." This is reflecting Carla's _____. A. self-concept B. extended self C. past self D. ideal self E. personal self

extended self

Mickey and his three roommates were asked to participate in a research study. They arrived and were seated in a room with about 8 other guys their age. Then the researcher started asking them questions about their sporting activities, but he let them talk pretty freely. Mickey and the others participated in which type of research technique?

focus group

Which type of research technique gathers 8 to 12 similar individuals (e.g., working mothers) brought together to discuss a particular topic?

focus group

Campbell's soup used several advertising campaigns that stressed the benefits of soup in general. For example, one tagline used was "Soup is good food," and another was "Never underestimate the power of soup." Which type of problem recognition was Campbell's attempting to stimulate?

generic problem recognition

Which problem recognition involves a discrepancy that a variety of brands within a product category can reduce?

generic problem recognition

Beiersdorf is working to have their Nivea for Men brand introduced and publicized in America in order to _____.

have men recognize a problem with respect to facial care

Before doing most things, Erin considers what others will think of her actions and how her behavior will affect them. Others' opinions and feelings really matter to her, more so than most people she knows. Erin is an example of a(n) _____. A. independent B. thinker C. high self-monitor D. low self-monitor E. conspicuous consumer

high self-monitor

Consumers who place heavy weight on the opinions and feelings of others are called _____. A. independents B. interdependents C. high self-monitors D. low self-monitors E. conspicuous consumers

high self-monitors

Relative importance of a problem is determined by which of the following?

how critical the problem is to the maintenance of the consumer's desired lifestyle

The manager of a bank branch is concerned about the number of mistakes the tellers were making, so he started manipulating different aspects of the environment in the bank to see what effect each has on the tellers' performance. He examined factors such as the lighting, temperature, and the volume of the music playing in the bank. Which approach to problem recognition is this manager using?

human factors research

Which approach to problem recognition attempts to determine human capabilities in areas such as vision, strength, response time, flexibility, and fatigue and the effect on these capabilities of lighting, temperature, and sound?

human factors research

Charles was examining his perception of himself as whom he would like to be. Charles is examining his _____. A. actual self-concept B. ideal self-concept C. private self-concept D. social self-concept E. present self-concept

ideal self-concept

Which dimension of self-concept refers to the individual's perception of who I would like to be? A. actual self-concept B. ideal self-concept C. private self-concept D. social self-concept E. future self-concept

ideal self-concept

In the VALS typology, which primary motivation is characteristic of consumers guided in their choices by their beliefs and principles rather than by feelings or desire for social approval? A. ideals motivation B. achievement motivation C. self-expression motivation D. realist motivation E. focused motivation

ideals motivation

Pamela is a consumer who is guided in her choices by her beliefs and principles rather than by feelings or desire for social approval. She tends to purchase products based on functionality and reliability. Which primary motive is guiding Pamela's behavior? A. ideals motivation B. achievement motivation C. self-expression motivation D. realist motivation E. focused motivation

ideals motivation

The Martin's home has potentially unsafe levels of radon, but they have no idea because it is odorless and they have not been feeling any ill effects from it. In fact, several homes have this problem and the owners are not aware of it, and they may never become aware of it unless testing is done. What type of consumer problem is this?

inactive

Which type of consumer problem is one on which the consumer is not aware?

inactive

Self-concepts have been categorized into two types, which are _____. A. primary and secondary B. manifest and latent C. independent and interdependent D. yin and yang E. direct and indirect

independent and interdependent

Amber tends to be individualistic and prefers to do things her own way. She lives on her own and decides for herself what she wants to do or how to do things. Which type of self-concept describes Amber? A. primary self-concept B. individual self-concept C. interdependent self-concept D. independent self-concept E. connected self-concept

independent self-concept

Which type of self-concept emphasizes personal goals, characteristics, achievements, and desires? A. primary self-concept B. individual self-concept C. interdependent self-concept D. independent self-concept E. connected self-concept

independent self-concept

One of the major distinctions of self-concept is between _____ and _____, which is also related to an important value dimension in the United States and abroad. A. private self-concept; public self-concept B. personal self-concept; interpersonal self-concept C. actual self-concept; ideal self-concept D. independent self-concept; interdependent self-concept E. present self-concept; future self-concept

independent self-concept; interdependent self-concept

Individuals with which type of self-concept are more likely to seek adventure and excitement through travel, sports, and entertainment; to be opinion leaders; and to prefer magazines over TV? A. independents B. interdependents C. self-monitors D. idealists E. doers

independents

Barbara derives the meaning of herself from her relationships with her family. She has never sought a career of her own, and she is most happy when she is "taking care of someone." If her grandchildren do not like what is prepared for dinner, she will make them something else. Which type of self-concept does Barbara have? A. role-based self-concept B. individual self-concept C. interdependent self-concept D. independent self-concept E. connected self-concept

interdependent self-concept

Individuals with which type of self-concept tend to be obedient, sociocentric, holistic, connected, and relation oriented? A. group self-concept B. individual self-concept C. interdependent self-concept D. independent self-concept E. connected self-concept

interdependent self-concept

Which type of self-concept emphasizes family, cultural, professional, and social relationships? A. group self-concept B. individual self-concept C. interdependent self-concept D. independent self-concept E. connected self-concept

interdependent self-concept

Individuals with which type of self-concept are more likely to engage in home and domestic-related activities and entertainment, including cooking at home and from scratch? A. independents B. interdependents C. self-monitors D. idealists E. doers

interdependents

Rudy is a product category manager for a major consumer packaged goods manufacturer. Part of his job requires that he analyze a given product category and logically determine where improvements could be made. Rudy has determined several consumer problems this way. Which of the following best describes how Rudy uncovers consumer problems?

intuition

What is the most common approach to discovering consumer problems?

intuition

Which of the following is considered an outward expression of one's self-concept? A. demographics B. geographics C. lifestyle D. attitudes E. aspirations

lifestyle

Marla is bored with her cell phone. She wants to purchase a new one that has cool ring tones and can take a picture. She's not going to conduct a big search for a new phone as she's just going to consider a few others. Which type of decision making is this?

limited decision making

Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives?

limited decision making

Which type of decision making covers the middle ground between nominal and extended decision making?

limited decision making

Which type of decision making involves internal and external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation?

limited decision making

Blake doesn't much care about cars but is engaging in a substantial amount of information search about cars since he is about to buy a new car. In terms of involvement, Blake is _____.

low in product involvement; high in purchase involvement

Self-image congruity really doesn't matter much to Sam, particularly because he doesn't usually consider the opinions of others or their feelings when he acts. Sam would be described as a(n) _____. A. independent B. thinker C. high self-monitor D. low self-monitor E. conspicuous consumer

low self-monitor

Consumers who do not place heavy weight on the opinions and feelings of others are called _____. A. independents B. interdependents C. high self-monitors D. low self-monitors E. conspicuous consumers

low self-monitors

The tendency of an owner to evaluate an object more favorably than a nonowner is called the _____. A. personal bias effect B. personal relevance effect C. mere ownership effect D. possessive effect E. mere exposure effect

mere ownership effect

Carmen was participating in a psychographic study, and several questions pertained to activities and interests. Questions regarding this aspect of lifestyle include which of the following? A. evaluative statements about other people, places, ideas, products, and so forth B. widely held beliefs about what is acceptable or desirable C. nonoccupational behaviors to which consumers devote time and effort, such as hobbies, sports, public service, and church D. age, education, income, occupation, family structure, ethnic background, gender, and geographic location E. specific media the consumers utilize

nonoccupational behaviors to which consumers devote time and effort, such as hobbies, sports, public service, and church

All EXCEPT which of the following nonmarketing factor affects consumers' desired state?

normal depletion

An experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of joy and self-fulfillment is known as a(n) _____. A. peak experience B. defining moment C. ultimate experience D. ideal experience E. intense experience

peak experience

For which type of product is self-image congruity likely to matter more? A. vacuum B. laundry detergent C. perfume D. paper towel E. lawn mower

perfume

The extended self consists of the self plus _____. A. all others B. family members C. friends D. possessions E. the ideal self

possessions

What are the two dimensions of the VALS typology of consumers? A. age and gender B. age and stage of family life cycle C. stage of family life cycle and resources D. primary motivation and resources E. primary motivation and age

primary motivation and resources

Kerri is searching within herself and trying to determine how she would like to be to herself. Kerri is seeking her _____. A. actual self-concept B. ideal self-concept C. private self-concept D. social self-concept E. present self-concept

private self-concept

Which dimension of self refers to how I am or would like to be to myself? A. actual self-concept B. ideal self-concept C. private self-concept D. social self-concept E. present self-concept

private self-concept

A food manufacturer asked a group of working mothers to think about the problem of serving nutritious meals to their families given their time constraints and to indicate what activities, products, or brands are associated with or perhaps could eliminate those problems. This manufacturer is using which approach to problem recognition?

problem analysis

Which approach to problem recognition starts with a problem and asks respondents to indicate which activities, products, or brands are associated with (or perhaps could eliminate) those problems?

problem analysis

What is the first stage of the consumer decision process?

problem recognition

A manufacturer of a digital music player asked several consumers the problems associated with using these types of products. Several consumers said that they had trouble downloading music onto their computers and then onto their music players. Which approach to problem recognition is this marketer using?

product analysis

Which approach to problem recognition examines the purchase or use of a particular product or brand?

product analysis

Which of the following is a nonmarketing factor affecting consumers' actual state?

product/brand performance

Attempts to develop quantitative measures of lifestyle were initially referred to as _____, which is a term that is frequently used interchangeably with lifestyle. A. demographics B. lifeographics C. household life cycle D. psychographics E. personality

psychographics

The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is known as _____.

purchase involvement

A firm that introduces a new line of non-fat snack food due to increasing consumer concern with health is _____.

reacting to problem recognition

Which of the following is NOT a primary motivation on which the VALS typology is based? A. ideals motivation B. achievement motivation C. self-expression motivation D. realist motivation E. All of the above are primary motivations in the VALS typology.

realist motivation

All EXCEPT which of the following nonmarketing factors affect a consumer's actual state?

reference group

Rita is doing her family's grocery shopping and purchases ice cream. She's purchased Blue Bell ice cream before and purchases it again. She's not committed to this brand; it's just that she and her family like it. Which type of nominal decision is this?

repeat purchase decision

Which type of nominal decision is characterized by a consumer believing that all brands within a given product category are about the same and not attaching much importance to the product category or purchase?

repeat purchase decision

An advertisement for Topol toothpaste, which is targeted at smokers and coffee and wine drinkers, stresses how this is the only brand that can remove the stains associated with these consumption behaviors. Which type of problem recognition is this marketer attempting to stimulate?

selective problem recognition

Which problem recognition involves a discrepancy that only one brand can solve?

selective problem recognition

Jennifer sees herself as a loving, caring mother and wife. She also sees herself as an accomplished professional. Finally, she sees herself as a good citizen and devoutly religious person who takes the concerns of others seriously and tries to make the world a better place for those less fortunate than she and her family. This totality of Jennifer's thoughts and feelings about herself is known as her _____. A. inner peace B. inner self C. self-concept D. personal identity E. self-identity

self-concept

The totality of the individual's thoughts and feelings having reference to himself or herself as an object is known as _____. A. self-concept B. lifestyle C. self-profile D. personal space E. ideal-self

self-concept

Action-oriented consumers who strive to express their individuality through their choices and purchase experiences are driven by which primary motivation? A. ideals motivation B. achievement motivation C. self-expression motivation D. realist motivation E. focused motivation

self-expression motivation

Marty is an action-oriented consumer, and he strives to express his individuality through his choices. He purchases products and services for the experience they can provide him rather than what they might say about him to others. Which primary motivation is guiding Marty's behavior? A. ideals motivation B. achievement motivation C. self-expression motivation D. realist motivation E. focused motivation

self-expression motivation

What is the most common measurement approach to measuring self-concept? A. semantic differential B. Likert items C. 100-point constant-sum scale D. nominal variables E. open-ended questions

semantic differential

A market researcher asked Adam to place an "X" on one of the seven spaces that are placed between several sets of adjectives that best represents how he sees himself on those two opposite adjectives. This is the most common approach to measuring self-concept and is known as _____. A. semantic differentials B. Likert items C. a 100-point constant-sum scale D. nominal variables E. open-ended questions

semantic differentials

Richard is reassessing his life and asking himself, "How am I seen by others?" He is also asking himself, "How would I like to be seen by others?" Richard is seeking his _____. A. actual self-concept B. ideal self-concept C. private self-concept D. social self-concept E. real self-concept

social self-concept

ffective quality control and distribution and package inserts that assure the consumer of the wisdom of their purchase are attempts at _____.

suppressing problem recognition

Which research technique asks relatively large numbers of individuals about the problems they are facing?

survey

A completely nominal decision does not even include consideration of _____.

the "do not purchase" alternative

The level of one's desire to resolve a particular problem depends on which factors?

the magnitude of the discrepancy between the desired and actual states and the relative importance of the problem

Which of the following is a major PRIZM social group? A. urban B. family life C. mature years D. younger years E. all of the above

urban

Which of the following PRIZM factors is determined by population density, relates to where people live, and is strongly related to the lifestyles people lead? A. ethnicity B. geodemographics C. urbanicity D. life stage E. consensus

urbanicity

James likes to eat a strawberry Pop-Tart for breakfast before school. After about two weeks of this, he starts to get bored with that and switches to waffles. James is displaying which type of behavior?

variety-seeking