Chapter 13

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

Determining how products are currently used across situations can help the marketer develop appropriate advertising and positioning strategies. T or F

T

Expanded usage situation strategies can produce major sales gains for established products. T or F

T

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

B

The presence of close family members during the shopping occasion increases impulse buying more than close friends. T or F

F

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

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

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

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

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

C

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

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

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

Consumers typically attend the theater for utilitarian purposes T or F

F

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

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

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 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

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

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

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

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

Individuals cannot "create" the situations they face. T or F

F

The disposition situation can create significant social problems as well as opportunities for marketers. T or F

T

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

A

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

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

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

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

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

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

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

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

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

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

_____ 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

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

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

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

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

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

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 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 do not attempt to change or create consumption patterns associated with rituals. T or F

F

Mood is an example of a momentary condition reflecting a temporary state of being. T or F

F

Physical surroundings represent the situational characteristic that has the greatest impact on consumption behavior. T or F

F

Consumer behavior occurs within four broad categories or types of situations: the communications situation, the purchase situation, the usage situation, and the social situation. T or F

F (disposition not social)

Psychographics is the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers. T or F

F (external reference price)

Individuals tend to comply with group expectations, particularly when the behavior is visible. T or F

T

Personal space and resulting crowding perceptions can vary from culture to culture. T or F

T

The only aspect of music that influences consumer behavior is tempo. T or F

T

To better understand a consumer's behavior, we must know about the consumer, about the primary stimulus object, and about the situation. T or F

T