Consumer Marketing - Final

The conjunctive decision rule establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards.

True

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

True

The five primary sources of information available to consumers are memory, personal sources, independent sources, marketing sources, and experiential sources.

True

The independent self-concept emphasizes personal goals, characteristics, achievement, and desires.

True

The perceived risk associated with unsatisfactory product performance increases information search prior to purchase

True

The technology segment labeled Wizards consists of consumers driven by desire for new technology as a means for improving all aspects of life.

True

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

True

The terms psychographics and lifestyles are frequently used interchangeably.

True

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

True

To better understand a consumer's behavior, we must know about the consumer, about the primary stimulus object, and about the situation.

True

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

True

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

True

Young Digerati, Networked Neighbors, and Golden Ponds are examples of PRIZM segments.

True

Placing a decoy in the choice set increases the probability that the marketer's preferred option by drawing attention to the preferred option and away from other options.

True ?

The VALS segment known as Achievers are strongly traditional and respect rules and authority.

False

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

False

The awareness set has generally been found to be smaller than the evoked set.

False

The brands found to be completely unworthy of further consideration comprise the excluded set.

False

The disjunctive decision rule establishes an optimum level of performance for each evaluative criterion.

False

The extended self consists of self plus others.

False

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

False

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

False

The long-term total influence of advertising and other marketer-provided information on consumer decision making and sales is nominal.

False

The maintenance marketing strategy is appropriate if consumers use extended decision making and the brand is in the evoked set.

False

The most common method of direct measurement to determine the relative importance of evaluative criteria is the semantic differential.

False

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

False

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

False

The technology segment of consumers labeled Apprentices are disconnected from emerging technology and resistant to change.

False

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

False

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

False

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

False

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

False

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

False (its peripheral and central routes)

An attribute used to stand for or indicate another attribute is known as a proxy indicator.

False - surrogate indicator

The VALS segment known as Survivors are primarily concerned about safety and security.

True

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

True

Search engine optimization involves tracking consumer click patterns on a website and using that information to decide on banner ad placement.

False

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

FALSE- Atmospherics is the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers.

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

False

A major motivator of online search is to find warranty information.

False

Affective performance can arise from only the symbolic dimension of product performance.

False

Attitude-based choices are not used for important decisions.

False

Attribute-based choices involve the use of general attitudes, summary impressions, intuitions, or heuristics.

False

Committed customers are less likely to forgive a product or service failure.

False

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

Consumers are usually explicitly aware of the role lifestyle plays in their purchase decisions.

False

Consumers typically attend the theater for utilitarian purposes.

False

Functional performance relates to the physical functioning of the product.

False

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

False

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

False

In a compensatory decision, a brand's weakness on one attribute cannot be overcome by its strength on another attribute.

False

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

False

Individuals cannot "create" the situations they face.

False

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

False

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

False

Most consumer purchases involve relatively high-involvement decision making, and therefore, arouse little or no post-purchase dissonance.

False

Most purchases are the result of extended decision making and therefore involve considerable external search prior to purchase.

False

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

False

Repeat purchasers continue to buy the same brand because of their emotional attachment to it.

False

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

False

A consumer can be neither satisfied nor dissatisfied.

True

A consumer selling something to another individual through an online intermediary (i.e., eBay) is known as a consumer-to-consumer sale.

True

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

True

A credible source can enhance message processing and acceptance.

True

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

True

Affective choices tend to be holistic in nature.

True

All consumers have a bounded rationality.

True

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

True

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

True

Churn is a term used to refer to turnover in a firm's customer base.

True

Conjunctive, disjunctive, elimination-by-aspects, and lexicographic are noncompensatory decision rules.

True

Consumers continually recognize problems and opportunities, so internal and external searches for information to solve these problems are ongoing processes.

True

Consumers might experience guilt by the use of a product or a service.

True

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

True

Disposition of the product or the product's container may occur before, during, or after product use.

True

Evaluative criteria can differ in type, number, and importance.

True

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

True

Factors affecting the relative importance and influence of evaluative criteria include usage situation, competitive context, and advertising effects.

True

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

True

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

True

For a target market using the elimination-by-aspects rule, it is critical to meet or surpass the consumers' requirements on one more (in order) of the criteria used than the competition.

True

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

True

If a customer is dissatisfied with a company's product, the company would prefer that he or she complains to the company.

True

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

True

Indirect measurement techniques used to determine consumers' evaluative criteria differ from direct measurements in that they assume consumers will not or cannot state their evaluative criteria.

True

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

True

Many customer loyalty programs are designed to generate repeat purchases rather than committed customers.

True

Market characteristics that influence the expected benefits and perceived costs of search include the number of alternatives, price range, store distribution, and information availability.

True

Marketing strategy that focuses only on creating awareness may be inadequate.

True

Nominal and most limited decision making will not produce post purchase dissonance.

True

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

True

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

True

One reason a consumer does an ongoing search is because the process itself is pleasurable to him or her.

True

Online services use bots, which are software "robots" that do the shopping/searching for users, and are therefore often referred to as shopping bots.

True

PRIZM organizes its 68 individual segments into broader social and life stage groups.

True

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

True

Post Industrial Survivors are a global lifestyle segment whose members are slow to adopt innovative products and take few vacations.

True

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

True

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

True

Searches for information from a mobile device pertaining to the current (or future planned) geographic location of a consumer are known as local mobile search

True

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

True

Self-concept is the totality of the individual's thoughts and feelings having reference to himself or herself as an object.

True

Self-image congruity is likely to matter more when the situation involves public or conspicuous consumption.

True

Sometimes consumers purchase products and do not use them.

True

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

True