Consumer Behavior Final

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

Innovators

Momentary condition

Temporary states of being (tired, ill, having extra money, being broke, etc.) This often influences impluse activities.

T/F: Many customer loyalty programs are designed to generate repeat purchases rather than committed customers.

True An example of a loyalty program designed to generate repeat purchases is Marriott Rewards where members earn points for staying at Marriott hotels.

T/F: A reference group is a group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior.

True An individual uses a reference group as a guide for behavior in a specific situation.

T/F: Consumers are usually explicitly aware of the role lifestyle plays in their purchase decisions.

False Lifestyle frequently provides the basic motivation and guidelines for purchase, although it generally does so in an indirect, subtle manner.

T/F: Individuals cannot "create" the situations they face.

False Most people create many of the situations they face.

T/F: Positive experiences are more powerful motivators of WOM than are negative experiences.

False Negative experiences, which are highly emotional and memorable, motivate consumers to talk.

T/F: The extended self consists of self plus others.

False The extended self consists of the self plus possessions.

T/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.

False The four broad categories are the communications situation, the purchase situation, the usage situation, and the social situation.

T/F: The level of one's desire to resolve a particular problem depends on two factors: the actual state and the desired state.

False The level of one's desire to resolve a particular problem depends on the magnitude of the discrepancy and the relative importance of the problem.

T/F:Repeat purchasers continue to buy the same brand because of their emotional attachment to it.

False They may do so out of habit, or because they don't see viable options to their current choice.

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? Achievers Innovators Makers Experiencers Believers

Achievers Achievers have goal-oriented lifestyles that center on family and career.

Which of the following statements is true regarding active and inactive consumer problems? Active problems are more serious than inactive ones. Even though a consumer is aware of it, an inactive problem is one that he or she has no desire to rectify. An active problem is one of which the consumer is not aware. Active problems require the marketer only to convince consumers that its brand is the superior solution. Active and inactive problems do not require different marketing strategies.

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

A consumer's decision of whether or not to take action when he or she is dissatisfied is a function of which of the following? importance of the purchase to the consumer ease of taking action consumer's existing level of overall satisfaction with the brand or outlet characteristics of the consumer involved All of these choices are correct

All of these choices are correct

Which of the following is a key element of relationship marketing? Customizing the relationship to the individual customer. Pricing in a manner to encourage loyalty. Augmenting the core service or product with extra benefits. Marketing to employees so that they will perform well for customers. All of these choices are correct.

All of these choices are correct

A new Mintel study suggests there are groups of cooks with similar values and cooking lifestyles. What are the segments? Unenthusiastic Cooks Noncooks Cooking Enthusiasts Non-Cooks and Cooking Enthusiasts All of these choices are correct.

All of these choices are correct Cooking Enthusiasts, Unenthusiastic Cooks, and Non-Cooks are part of the cooking lifestyles market.

In experiments, the power of groups to influence an individual to agree with the incorrect judgment of the others is known as the: Asch phenomenon. Pavlov phenomenon. Skinner effect. follower effect. group effect.

Asch phenomenon. The group has the power to influence an individual to agree with an incorrect judgment.

Psychographics

Attempts to develop quantitative measures of lifestyle were initially referred to as this , is a term that is frequently used interchangeably with lifestyle.

Which VALS segment consists of consumers that are strongly traditional, conservative, and motivated by ideals? Believers Experiencers Achievers Makers Innovators

Believers Believers are strongly traditional and respect rules and authority.

Which of the following is a VALS segment of consumers? Minimalists Believers Blue Blood Estates Traditionalists Enthusiasts

Believers Believers are strongly traditional and respect rules and authority.

Which of the following is a lifestyle segment of Porsche owners? Enthusiasts Fast Forwards Traditionalists Bon Vivants All of these choices are correct.

Bon Vivants Bon Vivants are thrill seekers who see cars as enhancing their already exciting lives.

__________ is defined as the exponential expansion of word-of-mouth. Dispersion Infection Dissemination Gossip Buzz

Buzz Buzz happens when word spreads like wildfire with no or limited mass media advertising supporting it.

Which of the following is not a global lifestyle segment identified by Experian's Mosaic Global system? Comfortable Rustics Post Industrial Survivors Sophisticated Singles Routine Service Workers Metropolitan Strugglers

Comfortable Rustics

Which cooking segment wants to cook and does so to spend time with their families? Conflicted Cooks Family Cooks Incorrect Frequent Cooks Cooking Enthusiasts Part-Time Cooks

Cooking Enthusiasts Cooking Enthusiasts enjoy cooking, and cook to spend time with their families.

Dispostion Situation

Decisions made by consumers regarding the disposition situation can create significant social problems as well as opportunities for marketers.

Wizards

Experian online shoppers is driven by the desire for new technology as a means for improving all aspects of life are first to buy new electronic equipment, and likely to purchase the latest cell phone and gaming technology.

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? Survivors Strivers Believers Makers Experiencers

Experiencers appreciate the unconventional

T/F: A brand community is a geographically bound community, based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm.

False A brand community is a nongeographically bound community, based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm.

T/F: If purchase involvement is high, then enduring product involvement will also be high.

False A consumer can be very involved with a brand or a product category, and yet have a very low level of involvement with a particular purchase of that product.

T/F: Advertising can stimulate and simulate word-of-mouth but not opinion leadership.

False Advertising can stimulate and simulate WOM through having an opinion leader recommend the product.

T/F: Affective performance can arise from only the symbolic dimension of product performance.

False Affective performance is the emotional response that owning or using the product or outlet provides. It can arise from the instrumental or symbolic performance or from the product itself.

T/F: An e-community is a community that interacts over time around a topic of interest on the Internet.

False An online community interacts over time around a topic of interest on the Internet.

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

False Any time the desired state is perceived as being greater than or less than the actual state, a problem exists.

T/F: Generalized market influencers are referred to as opinion leaders.

False Generalized market influencers are referred to as market mavens.

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

False Intuition is relatively fast, inexpensive, and easy.

Which of the following is a global lifestyle segment identified by Experian's Mosaic Global system? Low Income Experiencers Young Digerati Young & Rustic Innovators Sophisticated Singles

Sophisticated Singles

Self-expression motivation

These action-oriented consumers strive to express their individuality through their choices. They purchase experiences. purchases products and services for the experience they can provide him rather than what they might say about him to others.

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? Elitists Bon Vivants Top Guns Proud Patrons Fantasists

Top Guns

T/F: Two distinct categories of nominal decision making are brand loyal decisions and repeat purchase decisions.

True

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: present self-concept. social self-concept. private self-concept. ideal self-concept. actual self-concept.

actual self-concept. Actual self-concept is how I actually see myself.

When purchasing an innovation, individual consumers presumably go through a series of distinct steps or stages known as the: adoption process. consumer life cycle. diffusion of innovations. product life cycle. consumption process.

adoption process. Adoption process is a term used to describe extended decision making when a new product is involved.

Temporal perspectives

are situational characteristics that deal with the effect of time on consumer behavior.

Believers

are strongly traditional and respect rules and authority.

Interdependent self-concept

emphasizes family, cultural, professional, and social relationships.

Emotion research

examines emotions associated with certain problems.

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: past self. ideal self. extended self. self-concept. personal self.

extended self. possessions

T/F: A latent problem is one of which the consumer is not aware.

false this is an inactive

Lifestyle

frequently provides the basic motivation and guidelines for purchase, although it generally does so in an indirect, subtle manner.

latent

hidden, present but not realized

Relative importance of a problem is determined by which of the following? the magnitude of the discrepancy between the actual self-concept and the ideal self-concept the magnitude of the discrepancy between the desired and actual states the level of risk associated with the decision process how critical the problem is to the maintenance of the consumer's desired lifestyle how critical the problem is to others

how critical the problem is to the maintenance of the consumer's desired lifestyle A large discrepancy may exist and the consumer may not proceed to information search because the relative importance of the problem is small.

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? product analysis emotion research problem analysis human factors research activity analysis

human factors research

Which dimension of self-concept refers to the individual's perception of WHO I would like to be? future self-concept ideal self-concept social self-concept private self-concept actual self-concept

ideal self-concept

Charles was examining his perception of himself as whom he would like to be. Charles is examining his: actual self-concept. present self-concept. private self-concept. social self-concept. ideal self-concept.

ideal self-concept.

Binge drinking among college students can be described as a(n): value-expressive behavior. task accomplishing behavior. antecedent behavior. ritual behavior. socially desirable behavior.

ritual behavior. Binge drinking can be understood as a ritual behavior because it is triggered by social occasions.

Which of the following is not an individual characteristic influencing consumer behavior? task definition attitudes motivation social class culture

task definition

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? Experiencers Innovators Makers Achievers Believers

Achievers

T/F: Variety-seeking behavior is a challenge to marketers because it means the consumers switch brands for reasons beyond a company's control.

True

Self concept is divided into what 4 parts?

actual self concept ideal self concept private self concept social self concept

Consumer-generate content

encompasses all sorts of content relating to a brands such as reviews, pictures, videos, etc.

Which of the following characterizes opinion leaders? highly educated younger older enduring involvement in the product or activity high income

enduring involvement in the product or activity

Which of the following characterizes opinion leaders? older high income enduring involvement in the product or activity highly educated younger

enduring involvement in the product or activity Opinion leaders have enhanced knowledge about and experience with the product category or activity.

Selective problem recognition

involves a discrepancy that only one brand can solve.

Employees who deal directly with consumers are known as clerks. consumer-level employees. primary employees. foot soldiers. frontline employees.

frontline employees. Frontline employees should be trained and empowered to resolve problems as they arise.

Factors such as timely delivery, order accuracy, billing accuracy, and merchandise quality are part of which dimension in online satisfaction and dissatisfaction? security and privacy fulfillment and reliability customer service website design and interaction All of these choices are correct.

fulfillment and reliability

Crowding generally produces which outcome for the retail outlet and the consumer? generally positive outcomes for the retailer, but negative outcomes for the consumer generally negative outcomes for the consumer, but positive outcomes for the retailer generally positive outcomes for both generally negative outcomes for both None of these choices are correct.

generally negative outcomes for both Most consumers find feelings of being crowded, confined, or claustrophobic to be unpleasant and will take steps to change them.

Whether or not a new idea, practice, or product is an innovation is determined by an objective measure of technological change. product demonstration in an infomercial. statements made by a celebrity spokesperson. the perception of the potential market. packaging that states "new and improved".

the perception of the potential market.

Mere ownership effect

the tendency of an owner to evaluate an object more favorably than a non-owner Owing a product affects a person even if it does not become an important part of the person's extended self.

What percentage of consumers believe consumer-generated content (CGC) is the most authentic form of all content? 20 percent 40 percent 80 percent 90 percent 60 percent

60 percent

T/F: Young Digerati, Networked Neighbors, and Golden Ponds are examples of PRIZM segments.

?

Which of the following is a dimension of a consumer's self-concept? actual self-concept ideal self-concept private self-concept social self-concept All of these choices are correct.

All of these choices are correct.

Which of the following is a factor determining a reference group's influence on a consumer? whether or not the product is a necessity whether the use of the product or brand is visible to the group the degree of commitment the individual feels to a group the individual's confidence in the purchase situation All of these choices are correct.

All of these choices are correct.

Which of the following is a key element of relationship marketing? Customizing the relationship to the individual customer. Pricing in a manner to encourage loyalty. Augmenting the core service or product with extra benefits. Marketing to employees so that they will perform well for customers. All of these choices are correct.

All of these choices are correct.

Which of the following is a reason consumers give gifts? social expectations ritualized consumption experiences to elicit return favors as an expression of love and caring All of these choices are correct.

All of these choices are correct.

Which of the following is a situation in which consumer behavior occurs? communications situation purchase situation usage situation disposition situation All of these choices are correct.

All of these choices are correct.

Consumer-to-consumer solutions to "problems they never knew they had" have accelerated due to the rise of social media like Pinterest. crowd sourcing like Kickstarter. peer innovation like Quirky. All of these choices are correct. None of these choices are correct.

All of these choices are correct. Pinterest, Kickstarter, and Quirky are examples of consumer-to-consumer social media venues.

Which of the following is an alternative once a consumer has decided to get rid of a product? sell it give it away loan it to someone throw it away All of these choices are correct.

All of these choices are correct. These are all alternatives once a consumer has decided to get rid of a product.

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? Wizards Journeymen Apprentices Novices All of these choices are correct.

All of these choices are correct. Wizards, Journeymen, Apprentices, and Novices are all Experian technology profiles

Which of the following is not a possible outcome once a consumer is satisfied? Multiple Choice committed customer discontinued use repeat purchases increased use All of these choices are possible outcomes.

All of these choices are possible outcomes.

Which of the following is not a possible outcome once a consumer is satisfied? committed customer discontinued use repeat purchases increased use All of these choices are possible outcomes.

All of these choices are possible outcomes. The objective is to increase satisfaction, commitment, and retention of key customers.

In experiments, the power of groups to influence an individual to agree with the incorrect judgment of the others is known as the: follower effect. Pavlov phenomenon. Skinner effect. group effect. Asch phenomenon.

Asch phenomenon.

Michelle enjoys grocery shopping and trying new recipes. She likes to show offer her skills in the kitchen, especially by using multiple appliances. She cooks from scratch at least three times a week and isn't afraid to have leftovers from one of her homecooked meals. Michelle belongs to which cooking lifestyles segment? Family Cooks Creative Cooks Frequent Cooks Cooking Enthusiasts Part-Time Cooks

Cooking Enthusiasts Cooking Enthusiasts enjoy the process of cooking, including grocery shopping and cooking from scratch.

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

Crowding is unpleasant regardless of a consumers' culture. Marketers need to be sensitive to cross-cultural differences; some cultures find crowding to be fun.

Generalized market influencers are referred to as _____________ ______________.

Market mavens

Which of the following statements is false regarding ritual situations? 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. Ritual situations can also result in injurious consumption. Rituals are receiving increasing attention by marketing scholars and practitioners. Marketers cannot change or create consumption patterns associated with ritual situations. Ritual situations are of major importance to marketers because they often involve prescribed consumption behaviors.

Marketers cannot change or create consumption patterns associated with ritual situations. Marketers attempt to change or create consumption patterns associated with ritual behaviors.

__________ percent of women in a study reported in the Dove consumer insight perceived their actual beauty to fall short of their ideal. Thirty Fifty Ten Ninety-eight Twenty-five

Ninety-eight

What are the types of consumer decision making?

Nominal, limited, and extended decision making are types of decision processes.

Antecedent states

Not lasting characteristics, momentary moods or conditions, situational factors, usage contexts, time pressure, mood, shopping orientation

What does PRIZM offer?

PRIZM offers a state-of-the-art geodemographic classification system that merges U.S. Census data with extensive data on product usage and media usage patterns.

What are the 4 global lifestyle segments identified by Experian's Mosaic Global System?

Post Industrial Survivors Sophisticated Singles Routine Service Workers Metropolitan Strugglers

__________ refers to the fact that repeat and particularly committed customers tend to buy the brand consistently rather than waiting for a sale or continually negotiating price. Price insensitive Price premium Price indifferent Acquisition cost Referral

Price premium Price premium customers are a source of increased customer profitability over time.

__________ is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process? Purchase Postpurchase evaluation Alternative evaluation Information search Problem recognition

Problem recognition Without recognition of a problem there is no need for a decision.

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

Second City Second City is characterized by smaller, less densely populated cities or satellites to major cities.

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

Strivers Strivers are trendy and fun loving, but have limited resources.

Which of the following is not an appropriate condition to attempt to influence generic problem recognition? It is early in the product life cycle. The firm has a small percentage of the market. External search after problem recognition is apt to be limited. It is an industry-wide cooperative effort. All of these choices are appropriate conditions to attempt to influence generic problem recognition.

The firm has a small percentage of the market.

Which of the following is true regarding postpurchase dissonance? The easier it is to alter the decision, the more likely postpurchase dissonance will be. The individual's tendency to experience anxiety is not related to postpurchase dissonance. All consumer purchase decisions are followed by postpurchase dissonance of some sort. Nominal decision making usually results in the greatest magnitude of postpurchase dissonance. The importance of the decision to the consumer is one factor that influences the probability and magnitude of postpurchase dissonance.

The importance of the decision to the consumer is one factor that influences the probability and magnitude of postpurchase dissonance.

Ideals Motivation

These consumers are guided in their choices by their beliefs and principles rather than feelings or desire for social approval. guided in her choices by her beliefs and principles rather than by feelings or desire for social approval.

Achievement motivation consumers

These consumers strive for a clear social position and are strongly influenced by the actions, approval, and opinions of others.

Semantic Differential:

This instrument can be used to ensure a match between the self-concept (actual or ideal) of a target, market, image of a brand, and the characteristics of an advertising spokesperson.

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

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

T/F: The terms psychographics and lifestyles are frequently used interchangeably.

True Attempts to develop quantitative measures of lifestyle were initially referred to as psychographics, and is a term that is frequently used interchangeably with lifestyle.

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

True Consumers respond to marketing influences and the situation simultaneously

T/F: Enduring involvement leads to enhanced knowledge about and experience with the product category or activity.

True In a high-involvement purchase situation the purchaser has limited knowledge about an important decision.

T/F: Reference group influence can take three forms: informative, normative, and identification.

True It is important to distinguish these types since marketing strategies depend on the type of influence involved.

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

True Marketers need to be sensitive to cross-cultural differences; some cultures find crowding to be fun.

T/F: The tendency of an owner to evaluate an object more favorably than a nonowner is known as the mere ownership effect.

True Owning a product affects a person even if it does not become an important part of the person's extended self.

T/F: PRIZM organizes its 68 individual segments into broader social and life stage groups.

True PRIZM offers a state-of-the-art geodemographic classification system that merges U.S. Census data with extensive data on product usage and media usage patterns.

T/F: Group influence is strongest when the use of the product or brand is visible to the group.

True Reference group influence typically affects only those aspects (e.g., category or brand) that are visible to the group.

T/F: For many products and services, there are wide variations in profitability across customers.

True Retaining some customers is more profitable than others.

T/F: Firms attempt to cause selective problem recognition to gain or maintain market share.

True Selective problem recogniition involves a discrepancy that only one brand can solve

T/F: Firms need to satisfy consumer expectations by creating reasonable expectations through promotional efforts and maintaining consistent quality so those expectations are fulfilled.

True Since dissatisfied customers tend to engage in negative WOM, one dissatisfied customer can cause a ripple or multiplier effect in terms of discouraging future sales.

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

True Some consumers are highly susceptible to interpersonal influence, which is a personality trait.

T/F: The VALS segment known as Survivors are primarily concerned about safety and security.

True Survivors have the fewest resources, do not exhibit a primary motivation, and often feel powerless.

T/F: A consumer can be neither satisfied nor dissatisfied.

True The consumer can be nonsatisfied, and is not likely to feel disappointment or engage in complaint behavior.

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

True The first step in the approach for developing situation-based marketing strategies is to determine how products are currently used.

T/F: In the VALS typology, individuals are classified according to their primary motivations, which are ideals motivation, achievement motivation, or self-expression motivation.

True The three primary motivations that underlie VALS are ideals, achievement, and self-expression.

T/F: The more the purchase and use of an innovation are consistent with the individual's and group's values or beliefs, the more rapid the diffusion.

True The more compatible the purchase and use of an innovation are consistent with the individual's and group's values or beliefs, the more rapid the diffusion.

T/F: Adoption of a discontinuous innovation requires major changes in behavior of significant importance to the individual or group.

True An example of discontinuous innovation is becoming a vegetarian or purchasing a Tesla electric car.

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

True Finding more uses for a product can produce major sales gains for established products.

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

Wizards

Four types of Experian technology profiles:

Wizards, Journeymen, Apprentices, and Novices

What approach is used for developing situation-based marketing strategies?

a multistep approach

The purchase decision and consumption process always occur in the context of: a social surrounding. marketing communications. an extended decision-making process. others. a specific situation.

a specific situation Consumers respond to marketing influences and the situation simultaneously.

The purchase decision and consumption process always occur in the context of: a social surrounding. others. an extended decision-making process. marketing communications. a specific situation.

a specific situation. Consumers respond to marketing influences and the situation simultaneously.

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? ideals motivation focused motivation self-expression motivation achievement motivation realist motivation

achievement motivation These consumers strive for a clear social position and are strongly influenced by the actions, approval, and opinions of others.

Expenses associated with advertising, establishing a new account, and mailing catalogs are examples of acquisition costs. churn. opportunity costs. switching costs. contribution costs.

acquisition costs. It costs more to obtain a new customer than to retain an existing one.

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? blatant inactive active manifest latent

active

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? manifest active latent inactive blatant

active

Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course of events? inactive manifest active blatant latent

active

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

antecedent states. Most people experience states of depression or excitement from time to time that are not normally part of their individual makeup.

Bon Vivants

are thrill seekers who see cars as enhancing their already exciting lives.

Strivers

are trendy and fun loving, but have limited resources. has limited income, and feels life isn't fair, style conscious

Individuals frequently purchase products thought to be used by a desired group in order to achieve actual or symbolic membership in the group. This type of group is referred to as a(n): dissociative reference group. primary reference group. aspiration reference group. attractive reference group. secondary reference group.

aspiration reference group.

Companies like Samsung can be fined for buying positive online reviews of themselves and negative reviews of their competitors. This practice of buying "fake" reviews is known as: micro-blogging. tweeting. viral marketing. astroturfing. cyber chatting.

astroturfing. Astroturfing is the practice of buying fake reviews.

Human factors research

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.

A __________ is a gathering of owners and others for the purposes of interacting with one another in the context of learning about and using the brand. brand fest convention consumption gathering consortium brand community

brand fest Brand-related events are often termed brand fests.

Which type of nominal decision is characterized by a fairly high degree of product involvement but a low degree of purchase involvement? routine decision brand loyal decision low visibility decision inexpensive decision primary decision

brand loyal decision

Nominal decisions can be broken into which two distinct categories? expensive decisions and inexpensive decisions brand loyal decisions and repeat purchase decisions first purchase decisions and repeat purchase decisions high involvement decisions and low involvement decisions primary decisions and secondary decisions

brand loyal decisions and repeat purchase decisions

Joyce will only drink Pepsi, and she feels an emotional attachment to it. That is the brand she was brought up on and is the one she continues to drink every day. Joyce is exhibiting: brand bias. brand leverage. brand loyalty. brand image. brand equity.

brand loyalty. Consumers who exhibit a positively biased behavior toward a specific brand are exhibiting brand loyalty.

Survivors

care about safety and security have the fewest resources, do not exhibit a primary motivation, and often feel powerless.

The term used to refer to turnover in a firm's customer base is turnover. attrition rate. defection rate. turn ratio. churn.

churn. Reducing churn is a major objective of many firms today because it costs more to obtain a new customer than to retain an existing one.

Which of the following means that the consumer is enthusiastic about a particular brand and is somewhat immune to actions by competitors? brand leverage satisfaction commitment market maven brand fanatic

commitment

Pam and her friends ate at a new Italian restaurant, and the food, service, and ambiance exceeded their expectations. They all decided that this was the only Italian restaurant they will ever go to again in their town. This is an illustration of: nonsatisfaction. customer value. extended decision making. commitment. relationship marketing.

commitment. Commitment means that the consumer is enthusiastic about a particular brand and is somewhat immune to actions by competitors.

George has used the same company for his car and home insurance for over 20 years. Any claim he has made has been handled fairly and quickly. A major hurricane came through his area causing many individuals, including George, and business owners to lose everything. While he was hearing about so many insurance claim nightmares, he knew his company would come through because he trusts this company. George is an example of a(n) committed customer. repeat purchaser. satisfied buyer. affective customer. total buyer.

committed customer.

In which situation do marketers attempt to place their ads in appropriate media contexts to enhance their effectiveness? communications preliminary purchase usage disposition

communications

What are the four broad categories?

communications situation, the purchase situation, the usage situation, and the social situation.

Market mavens are more likely than the rest of the population to engage in which of the following behaviors? compare prices shop in stores switch brands All of these choices are correct. None of these choices are correct.

compare prices Market mavens are more likely to compare prices, shop online and exhibit brand loyalty than the rest of the population.

Which of the following is not a type of consumer decision making discussed in your text? All of these choices are types of decision making. complex decision making limited decision making extended decision making nominal decision making

complex decision making

Todd purchased a Harley-Davidson motorcycle because he identifies himself with what he feels is the typical owner of a Harley. Many other owners of this brand also feel this way, and they get upset when they see someone riding one who they think is not the "right" kind of person to own this brand. Which characteristic of brand communities does this illustrate? moral responsibility brand fanaticism similarity consciousness of kind rituals and traditions

consciousness of kind

Inactive Consumer Problem

consumer is not aware

Stephanie is 19 years old and is a participant in social media in that she creates content of her own about her favorite brands of makeup—Web pages, blogs, video and video uploads to places like YouTube. The information created by Stephanie can be classified as? consumer-generated content consumer review sites brand-created content blogging online communities

consumer-generated content Consumer-generated content encompasses all sorts of content relating to a brands such as reviews, pictures, videos, etc.

Online information created by social media users about a brand to inform consumers is known as: blogging. brand-created content. consumer review sites. consumer-generated content. online communities.

consumer-generated content.

Jon purchased an antique watch on eBay from another consumer. Which type of sale is this known as? consumer-to-consumer sale private sale electronically-mediated sale direct-to-consumer sale personal sale

consumer-to-consumer sale

Self-image congruity

consumers prefer brands that match their self-concepts

Negative emotions or guilt feelings aroused by the use of a product or a service are referred to as consumption dissonance. consumption anxiety. consumption guilt. postpurchase dissonance. postpurchase anxiety.

consumption guilt. A person driving a large car may experience some negative feelings due to environmental concerns.

Rebecca is a single woman in her 40s. She sold her Honda Civic and bought an Acura RLX, which is considerably more expensive. She was going to her brother's house with her mother, and she asked her mother to drive in her car instead of Rebecca's new one. She didn't want her brother to see that she had purchased an expensive car for herself. Rebecca was experiencing consumption anxiety. consumption guilt. postpurchase anxiety. postpurchase dissonance. consumption dissonance.

consumption guilt. Negative emotions or guilt feelings aroused by the use of a product or a service are referred to as consumption guilt.

Harley-Davidson motorcycle owners that join a Harley group, Jeep owners that attend events sponsored by Jeep, and Star Trek "Trekkies" are all examples of: clone groups. consumption subcultures. cohort groups. purchase consortiums. dissociative reference groups.

consumption subcultures. A consumption subculture is a distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity.

Which of the following factors is the most likely reason consumers change providers of a service? service encounter failure attraction by competitors core service failure pricing ethical problems

core service failure Core service failures include mistakes, billing errors, and service catastrophes that harm the customer.

Limited decision making

covers the middle ground between nominal and extended decision making. Limited decision making can occur in response to some emotional or situational needs.

Which nonmarketing factor affects a consumer's desired state? culture/subculture normal depletion product/brand performance availability of products All of these choices are correct.

culture/subculture

Every time Hannah buys a sandwich at Super Subs, she gets a stamp on a card. Once she has 10 stamps, she'll get a free sandwich. This is an example of a(n) tie-in program. acquisition program. customer loyalty program. sandwich stamp program. overlay program.

customer loyalty program.

Hailey purchased furniture for her living room and spent quite a bit of money. After she purchased it, she started regretting that she spent so much and she wasn't sure she liked the furniture. To make herself feel better, she told herself that the other furniture she was considering really wasn't that good and probably would not last as long as the furniture she ended up purchasing. Which of the following is Hailey using to reduce her postpurchase dissonance? decreasing the importance of the purchase decision. reversing the purchase decision. increasing the importance of the purchase decision. decreasing the desirability of rejected alternatives. increasing the desirability of the brand purchased.

decreasing the desirability of rejected alternatives. After the purchase, consumers may reevaluate the decision to reduce dissonance by decreasing the desirability of rejected alternatives.

A(n) __________ is the way an individual wants to feel or be at the present time. current state actual state desired state idolized state ideal state

desired state

Candace is on a diet and wants to lose 10 pounds. She wants to be thin right now, which represents her: future state. ideal state. actual state. healthy state. desired state.

desired state. A desired state is the way an individual wants to feel or be at the present time.

Ideal self-concept

dimension of self-concept refers to the individual's perception of WHO I would like to be

Carl and his family purchased a new home, and the builder left half empty paint cans in the garage. Carl doesn't know what to do with them because he cannot put them out in the regular trash. Carl is concerned with which of the following with regard to the paint? consumption product nonuse purchase disposition use

disposition

Which situation involves consumers disposing of products or product packages after or before product use? purchase situation usage situation disposition situation task situation communications situation

disposition situation

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? socially sensitive situation communications situation disposition situation purchase situation usage situation

disposition situation Decisions made by consumers regarding the disposition situation can create significant social problems as well as opportunities for marketers.

A brand whose perceived performance falls below expectations generally produces dissatisfaction. elation. fear. nonsatisfaction. satisfaction.

dissatisfaction. If the discrepancy between performance and expectation is sufficiently large, or if initial expectations were low, the consumer may restart the entire decision process.

Low-self monitors

do not place heavy weight on the opinions and feelings of others Self image doesn't matter much to consumers who are low self-monitors.

Low self-monitors.

do not place heavy weight on the opinions and feelings of others people who pay little attention to responses others have

Exploding demand and short product life-spans for high-tech gadgets such as mobile phones, personal computers, and various other personal electronic devices is creating growing concerns over recyclable waste. reusable waste. hazardous waste. poisonous waste. e-waste.

e-waste.

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? disappointment embarrassment fear anger shame

embarrassment

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

embarrassment Certain products are more embarrassing than others; embarrassment is driven by the presence of others in the purchase or usage situation.

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? product analysis activity analysis human factors research emotion research problem analysis

emotion research

Which approach to problem recognition examines emotions associated with certain problems? problem analysis product analysis activity analysis emotion research human factors research

emotion research

Interdependent self-concept

emphasizes family, cultural, professional, and social relationships tend to be obedient sociocentric, holistic, connected, and relation oriented.

Independent self-concept

emphasizes personal goals, characteristics, achievements, and desires

Independent self-concept

emphasizes personal goals, characteristics, achievements, and desires tend to be individualistic, egocentric, autonomous, self-reliant, and self-contained.

Cooking Enthusiasts

enjoy cooking, and cook to spend time with their families.

Which type of industry has developed around the use of ambient scents? environmental creationism environmental fragrancing professional scenting scent motivation environmental construction

environmental fragrancing

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 expanded usage situation. communications situation. disposition situation. purchase situation. alternative usage situation.

expanded usage situation.

Tara is a marketing professor and is a member of the American Marketing Association. The members of this organization are associated with the discipline of marketing, either as academicians or as practitioners. The purpose of this organization is to disseminate research about marketing, to share best practices, and to foster the professional development of marketers. The American Marketing Associate is an example of a primary group. generation. cohort. group. consumer group.

group.

Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent is known as a(n) generation. cohort. group. family. organization.

group.

Nominal decision making is sometimes referred to as: automatic decision making. simple decision making. default decision making. habitual decision making. routine decision making.

habitual decision making.

Achievers

have goal-oriented lifestyles that center on family and career.

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? ideals motivation focused motivation achievement motivation self-expression motivation realist motivation

ideals motivation

What are the three primary motivations that underlie VALS?

ideals, achievement, and self-expression.

Valerie and her family are members of the Baptist Church. They have accepted the Baptist Church's values as their own and behave in a manner consistent with the Church's values because their values and the Church's values are the same. Which type of influence does the Church possess with respect to Valerie and her family? identification affective utilitarian exemplary informational

identification

Which type of reference group influence occurs when individuals have internalized the group's values and norms? affective utilitarian informational identification normative

identification The individual has accepted the group's values as his or her own without any thought of reference group sanctions or rewards.

Experiencers (VALS)

impulsive, rebellious, seeks excitement, wants something new, off beat and risky, not involved with the world, trend setting, variety-seeking

Which type of consumer problem is one of which the consumer is not aware? latent manifest inactive blatant active

inactive

The Martins' 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? latent inactive active manifest dangerous

inactive not aware

Physical surroundings

include decor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object are a widely used type of situational influence, particularly for retail applications.

Kimberly loves the ham and turkey from the Heavenly Ham store. There is only one store in her town, though, and it is pretty far away. She goes that direction on Saturdays for her daughter's music lesson, but by the time it's over and she's heading home, the store is already closed. Sometimes she brings a cooler and stops there before her daughter's lesson, but most of the time she forgets to bring the cooler. She usually ends up buying lunch meat at the local grocery deli. Which reason for changing providers does this represent? pricing ethical problems responses to service failures inconvenience involuntary switching

inconvenience Inconvenience includes location, hours of operation, and waiting time for service or appointments.

Which of the following is not a source of increased customer profitability over time? lower costs increased churn increased sales volume price premium referrals

increased churn Churn is a source of decreased customer profitability over time.

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? independent self-concept interdependent self-concept individual self-concept connected self-concept primary self-concept

independent self-concept

Which type of self-concept emphasizes personal goals, characteristics, achievements, and desires? independent self-concept connected self-concept primary self-concept individual self-concept interdependent 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. actual self-concept; past self-concept independent self-concept; interdependent self-concept private self-concept; public self-concept present self-concept; future self-concept personal self-concept; interpersonal self-concept

independent self-concept; interdependent self-concept

Self-image congruity influences on brand preference and choice depend on which of the following? individual factors and product factors individual factors product factors individual factors, product factors, and situational factors situational factors

individual factors, product factors, and situational factors In general, consumers prefer brands that match their self-concepts.

Store atmosphere

influences consumer judgments of store quality and image.

How does music influence consumer behavior? subliminally changes temporal perspective changes cognitive structures reduces consumers' perception of overcrowding influences mood

influences mood Music influences consumers' moods, which influences a variety of consumption behaviors both in traditional retailer settings and in online settings.

Jamarcus was his collegiate chapter's delegate at a national conference of a professional business fraternity, Phi Chi Theta, in which he is a member. When the business meeting was conducted, parliamentary procedure was used, and Jamarcus was not familiar with this. Thus, he looked to the others to learn how he should behave in this situation. What type of influence does this reference group exhibit? informational legal procedural transient substantive

informational

What three forms can a Reference group influence?

informative, normative, and identification.

Which adopter group represents the first 2.5 percent to adopt an innovation? early majority late majority laggards innovators early adopters

innovators

Which adopter group represents the first 2.5 percent to adopt an innovation? late majority innovators early adopters laggards early majority

innovators Innovators are venturesome risk takers.

Which dimension of product performance relates to the physical functioning of the product? instrumental attributional direct affective consummatory

instrumental

Leon is concerned with the reliability and durability of laptop computers he is considering purchasing. This represents which dimension of product performance? symbolic instrumental affective consummatory direct

instrumental Instrumental refers to the physical functioning of the product, such as durability.

What are the two dimensions to performance for products? direct and indirect instrumental and symbolic immediate and delayed consummatory and instrumental latent and manifest

instrumental and symbolic Instrumental relates to the physical functioning of the product; symbolic relates to aesthetic or image-enhancement performance.

Online community

interacts over time around a topic of interest on the Internet.

Which type of self-concept emphasizes family, cultural, professional, and social relationships? group self-concept connected self-concept independent self-concept interdependent self-concept individual self-concept

interdependent self-concept Individuals with an interdependent self-concept tend to be obedient sociocentric, holistic, connected, and relation oriented.

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? role-based self-concept interdependent self-concept connected self-concept individual self-concept independent self-concept

interdependent self-concept not focusing on herself as much

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? product analysis qualitative research intuition problem analysis activity analysis

intuition

Renee has been going to the same dentist for years. However, her employer changed her dental insurance plan, and her dentist was not part of the plan. She had to switch to an approved dentist. Which reason for changing providers does this represent? pricing ethical problems responses to service failures attraction by competitors involuntary switching

involuntary switching Involuntary switching means the service provider or customer moves, or a third-party payer such as an insurance company requires change.

Word-of-mouth communication

involves individuals sharing information with other individuals in a verbal form including face-to-face, phone, and the Internet

Nominal decision making

involves no decision per se. includes only a limited internal information search and no external search for information

Consumption subculture:

is a distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity.

Radian6

is a leader in the field of social measurement and offers proprietary solutions to help companies with consumer problem discovery.

Brand community:

is a nongeographically bound community, based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm.

Product/brand performance

is a nonmarketing factor affecting consumers' actual state.

Normal depletion

is a nonmarketing factor that affects a consumer's actual state.

Reference group

is a nonmarketing factor that affects a consumer's desired state.

Top Guns

is ambitious and driven, values power and control, and expects to be noticed

Brand loyal decision

is characterized by a fairly high degree of product involvement but a low degree of purchase involvement.

Second City

is characterized by smaller, less densely populated cities or satellites to major cities.

Actual self-concept

is how I actually see myself.

Social self-concept

is how I am seen by others or how I would like to be seen by others.

Culture/subculture

is one of the nonmarketing factors affecting a consumer's desired state.

Active problem

is problem is one the consumer is aware of or will become aware of in the normal course of events.

Astroturfing

is the practice of buying fake reviews

Task definition

is the reason the consumption activity is occurring ex: Stacy shopping to purchase new linens for her guest room

Desired state

is the way an individual wants to feel or be at the present time.

What is the first step in the approach for developing situation-based marketing strategies?

is to determine how products are currently used.

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? greater number of customer groups leaving before seated larger amount of bar purchases faster service time customers spend less time at a table significantly more (i.e., 50% or more) spent on food purchases

larger amount of bar purchases Music influences consumers' moods, which influences a variety of consumption behaviors both in traditional retailer settings and in online settings.

Marla is bored with her cell phone. She wants to purchase a new one that has cool ring tones and can take pictures and video. 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 extended decision making extensive decision making nominal decision making truncated decision making

limited decision making

Marla is bored with her cell phone. She wants to purchase a new one that has cool ring tones and can take pictures and video. 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? truncated decision making limited decision making extensive decision making nominal decision making extended decision making

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 nominal decision making simple decision making extended decision making routine decision making

limited decision making

Which type of decision making involves recognizing a problem for which there are several possible solutions? alternate decision making modified decision making nominal decision making normal decision making limited decision making

limited decision making In general, limited decision making involves recognizing a problem for which there are several possible solutions.

Which type of decision making covers the middle ground between nominal and extended decision making? limited decision making internal decision making mid-range decision making modified decision making partial decision making

limited decision making Limited decision making covers the middle ground between nominal and extended decision making.

Limited decision making

limited decision making involves recognizing a problem for which there are several possible solutions. evolution of only a few attributes, simple decision rules, and few alternatives but several possible solutions

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): conspicuous consumer. thinker. independent. low self-monitor. high self-monitor.

low self-monitor.

Consumers who do not place heavy weight on the opinions and feelings of others are called: independents. interdependents. high self-monitors. low self-monitors. conspicuous consumers.

low self-monitors.

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

momentary condition.

Which of the following reflects temporary states of being rather than temporary states of mind? personality traits task definition moods momentary conditions self-concept

momentary conditions

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: hedonism. momentary conditions. good luck. optimism. positive mood.

momentary conditions.

The __________ flow of communication involves opinion leaders for a particular product area who actively seek relevant information from the mass media as well as other sources. These opinion leaders process this information and transmit their interpretations of it to some members of their groups, and these group members also receive information from the mass media and other members who are not opinion leaders as well. two-step multistep inoculation direct dispersion

multistep Communication flows to and from marketers, opinion leaders, and others who are not experts.

Which type of consumer decision making does NOT include alternative evaluation? routine decision making extended decision making simple decision making nominal decision making limited decision making

nominal decision making

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

nominal decision making

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

nominal decision making

Which type of decision making process in effect involves no decision per se? simple decision making automatic decision making nominal decision making default decision making extended decision making

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 simple decision making limited decision making extended decision making normal decision making

nominal decision making A completely nominal decision does not include consideration of the "do not purchase" alternative.

An outlet or brand whose performance confirms a low-performance expectation generally will result in: dissatisfaction. satisfaction. nonsatisfaction. elation. anger.

nonsatisfaction.

Kristen purchased a chair and ottoman from a national chain furniture store. After only six months, the fabric started to fade and tear in some spots. While she didn't spend much money on this chair, she also didn't expect it to last very long. Kristen most likely experienced nonsatisfaction. guilt. elation. dissatisfaction. satisfaction.

nonsatisfaction. A low-performance expectation generally will result in neither satisfaction nor dissatisfaction, but rather with what can be termed nonsatisfaction.

All except which of the following nonmarketing factors affect consumers' desired state? normal depletion culture reference group financial status/expectations household characteristics

normal depletion

Amie usually wears a uniform to her Catholic school, but on the first Friday of every month, students can wear other clothes as long as they bring in something for the church's food bank. Amie loves to shop and has plenty of fashionable clothes, but on these free dress days, she usually wears blue jeans, a T-shirt, and athletic shoes. Her mother asked her why she doesn't wear her nice clothes, and Amie told her that she would be made fun of at school. Which type of influence do the other students have on Amie? conformist normative identification informational punitive

normative

Which type of reference group influence occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction? informational transient permanent normative identification

normative Normative influence is strongest when individuals have strong ties to the group and the product involved is socially conspicuous.

Which type of community interacts over time around a topic of interest on the Internet? online community cyber community brand community techie community geek squad

online community The interactions can take place in various forms, including online message boards and discussion groups, and blogs, as well as corporate and nonprofit websites.

Howard is 30 years old and creates his own content related to his favorite brand of hardware. Consumers like Howard who generate content online can be considered a(n): opinion leader. creator. market leader. brand leader. interpreter.

opinion leader.

Which of the following is a characteristic of a consumption subculture? a. an identifiable, hierarchical social structure b. a set of shared beliefs or values c. unique jargon, rituals, and modes of symbolic expression options a, b, and c option b options a and b option a option c

options a, b, and c

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

package Package is a marketing activity.

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

physical surroundings Physical surroundings are a widely used type of situational influence, particularly for retail applications.

Which of the following is not a guiding principle for marketing to online communities and social networks? transparency become part of the community take advantage of the unique capabilities of each venue become part of the community and transparency post marketing content so it does not stand out and appears as just another participant in the community, such as a flog

post marketing content so it does not stand out and appears as just another participant in the community, such as a flog Marketers who post content as a fake blog, or flog, risk being found out and subject to massive criticism.

Doubt or anxiety regarding a purchase a consumer has made is known as postpurchase guilt. postpurchase dissonance. postpurchase worry. postpurchase fear. postpurchase shame.

postpurchase dissonance. his is a common consumer reaction after making a difficult, relatively permanent decision.

Which dimension of self refers to how I am or would like to be to myself? actual self-concept private self-concept present self-concept ideal self-concept social 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? human factors research problem analysis emotion research product analysis activity analysis

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? activity analysis human factors research product analysis emotion research problem analysis

problem analysis

What is the first stage of the consumer decision process? information search alternative evaluation problem recognition purchase postpurchase behavior

problem recognition

What is the first stage of the consumer decision process? alternative evaluation postpurchase behavior information search problem recognition purchase

problem recognition Consumer decisions are frequently the result of a single problem.

Tess noticed that she was almost out of shampoo. Which stage of the decision process will this observation activate? alternative evaluation dissonance problem recognition postpurchase evaluation information search

problem recognition Without recognition of a problem there is no need for a decision.

Which of the following is a nonmarketing factor affecting consumers' actual state? culture social status product/brand performance motives household characteristics

product/brand performance

Magdalena and her family live in a Honduran neighborhood of Queens, New York. She is looking forward to the extravagant Egyptian-themed party her parents are giving her for her upcoming 15th birthday where she will be carried in on a platform by six of her classmates. This party will celebrate Magdalena's: Cinco de Mayo. confirmation. bat mitzvah. quinceañera. bar mitzvah.

quinceañera. In Latin America, the quinceañera is a celebration dating back to the Aztecs that commemorates the spiritual and physical coming of age of a 15-year-old girl.

Which of the following is not an alternative if a consumer decides to retain a product's package? store it use it for original purpose recycle it use it for a new purpose All of these choices are alternatives in this situation.

recycle it get rid of not retain Recycling is an alternative if the consumer decides to get rid of the product's package.

Which color is arousing? red, yellow, and blue red red and yellow yellow blue

red and yellow

A closed-in feeling created by a crowded store will result in adaptive strategies that could: lengthen shopping time, shorten purchases, and increase the use of in-store information. shorten shopping time, increase purchases, and decrease the use of in-store information. reduce shopping time, reduce purchases, and alter the use of in-store information. reduce shopping time, reduce purchases, and greatly increase the use of in-store information. None of these choices are correct.

reduce shopping time, reduce purchases, and alter the use of in-store information.

All except which of the following nonmarketing factors affect a consumer's actual state? normal depletion product/brand performance availability of products reference group past decisions

reference group

Private self-concept

refers to HOW I am or would like to be to myself

An attempt to develop an ongoing, expanding exchange relationship with a firm's customers is called acquisition marketing. personal marketing. relationship marketing. internal marketing. formal marketing.

relationship marketing.

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? inconsequential decision repeat purchase decision indifferent decision secondary decision routine decision

repeat purchase decision

Kevin buys the same brand of clothing all the time. He continues to buy it because it fits him well and the price is right, but he does not have an emotional attachment to it. Kevin is an example of a(n) nonsatisfied customer. repeat purchaser. indifferent purchaser. committed customer. trapped purchaser.

repeat purchaser. Repeat purchasers may do so out of habit or because they don't see viable options to their current choice.

Active problems

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

Simon was dissatisfied with the meal and service he received at a restaurant, so he complained. The manager came out and was arrogant to Simon, and Simon felt like he was trying to blame him for the bad experience he had by saying he was too picky. Simon vowed never to eat at that restaurant again. Which reason for changing providers does this represent? attraction by competitors responses to service failures ethical problems pricing involuntary switching

responses to service failures Responses to service failures include reluctant responses, failure to respond, and negative responses.

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? art graphic design retail atmospherics architecture marketing

retail atmospherics

Samantha and Greg have owned an MG for several years and enjoy taking road trips through the Rockies with other MG owners every year. Which characteristic of brand communities does this illustrate? rituals and traditions consumers of kind brand festing brand traditions similarity

rituals and traditions A brand community is a consumption subculture that focuses on the interaction of individuals around an activity, product category, or occasionally a brand.

When perceptions of product performance match expectations that are at or above the minimum performance level, __________ generally results. nonsatisfaction dissatisfaction surprise elation satisfaction

satisfaction

As a marketing major, Stan is a collegiate member of the American Marketing Association. This association holds a collegiate conference every year, and he did attend it one year. While this is a group he belongs to, his ties to other members are relatively weak, and his interaction is infrequent. Which type of group is this? secondary group work group primary group cohort group tertiary group

secondary group Secondary groups include professional associations and neighborhood associations that involve relatively weak ties and less frequent interaction among its members.

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? realist motivation ideals motivation achievement motivation self-expression motivation focused motivation

self-expression motivation

What is the most common measurement approach to measuring self-concept? open-ended questions nominal variables likert items 100-point constant-sum scale semantic differential

semantic differential This instrument can be used to ensure a match between the self-concept (actual or ideal) of a target, market, image of a brand, and the characteristics of an advertising spokesperson.

Atmosphere is referred to as __________ when describing a service business such as a hospital, bank, or restaurant. environment servicescape ambiance servqual landscape

servicescape Physical characteristics and the feelings and image they create become increasingly important as hedonic motives and the time involved with the service increase.

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: situation-based marketing strategies. momentary conditions. demographically-based marketing strategies. hedonic purchase situations. geographically-based marketing strategies.

situation-based marketing strategies.

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: consumption triggers. motivators. consumption influencers. motivational influence. situational influence.

situational influence. In most cases, the situation stands apart from the consumer and the stimulus.

Radian6 is a leader in the field of consumer problem discovery. product development. focus group moderating. social media measurement and consumer problem discovery. social media measurement.

social media measurement and consumer problem discovery.

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 real self-concept. private self-concept. social self-concept. ideal self-concept. actual self-concept.

social self-concept. The social self-concept is how I am seen by others or how I would like to be seen by others.

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? task definition antecedent states temporal perspective physical surroundings social surroundings

social surroundings

Which of the following is not a key element of relationship marketing? developing a core service or product around which to build a customer relationship augmenting the core service or product with extra benefits marketing to employees so that they will perform well for customers standardize the relationship across customers pricing in a manner to encourage loyalty

standardize the relationship across customers

Problem analysis

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

With respect to advertising, __________ can involve themes designed to encourage current owners to talk about the brand or prospective owners to ask current owners for their impressions. parroting slice of life stimulating simulating modeling

stimulating

The sum of all the physical features of a retail environment is referred to as the: merchandising mix. store situation. retail ambiance. retail surroundings. store atmosphere.

store atmosphere.

Which group classification variable refers to the closeness and intimacy of the group linkages? strength of social tie attraction type of contact number of members membership

strength of social tie

Which dimension of product performance relates to aesthetic or image-enhancement performance? instrumental Incorrect symbolic affective direct consummatory

symbolic Symbolic refers to aesthetic or image-enhancement performance, such as styling.

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? social class attitudes lifestyle task definition All of these choices are correct.

task definition

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

task definition Task definition is the reason the consumption activity is occurring.

The reason the consumption activity is occurring is the situation characteristic of: antecedent states. physical surroundings. social surroundings. temporal perspective. task definition.

task definition.

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? temporal perspective antecedent state social surroundings physical features task definition

temporal perspective

Which of the following is a situational characteristic? social class temporal perspective demographics package product

temporal perspective

Which situational characteristic deals with the effect of time on consumer behavior? task definition physical surroundings temporal perspective antecedent states social surroundings

temporal perspective

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? task definition physical surroundings social surroundings antecedent states temporal perspective

temporal perspective limited time

Repeat purchase situation

the consumer believes all brands within a given product category are about the same.

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? to elicit a return favor as an expression of loving and caring social expectations it is a ritualized consumption experience it is a business requirement

to elicit a return favor Gifts can be given to elicit return favors in the form of either gifts or actions.

Ritual Behavior

triggered by social occasions binge drinking can be this

T/F: A consumer's desired state can be influenced by previous decisions.

true

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? communication usage purchase disposition All of these choices are correct.

usage Marketers need to understand the usage situations for which their products are, or may become, appropriate.

Using WD-40 as an additive to fish bait is an example of usage expansion. prefactual thinking. counterfeit thinking. extended use thinking. use innovativeness.

use innovativeness. Use innovativeness refers to a consumer using a product in a new way.

Using a product in a new way is referred to as usage expansion. prefactual thinking. extended use thinking. use innovativeness. counterfactual thinking.

use innovativeness. Marketers who discover new uses for their products can greatly expand sales.

Using WD-40 as an additive to fish bait is an example of prefactual thinking. use innovativeness. usage expansion. extended use thinking. counterfeit thinking.

use innovativeness. Use innovativeness refers to a consumer using a product in a new way.

Identification influence is also called __________ influence. normative utilitarian affective value-expressive informational

value-expressive

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 entertainment limited search extended search brand-switching

variety-seeking

Which of the following is an online "pass-it-along" strategy? viral marketing e-gossip online guides dispersion blogs

viral marketing

Clara had an unpleasant experience at a local restaurant at lunch one day. She went back to work and told all her coworkers about this experience, and many of them said they would never go back to that restaurant. Which type of communication is this an example of? multistep flow word-of-mouth two-step flow indirect negative

word-of-mouth Word-of-mouth communication involves individuals sharing information with other individuals in a verbal form including face-to-face, phone, and the Internet.