Marketing Chapter 5
A person's buying choices are influenced by four major psychological factors. Which of the following is NOT one of these factors?
association
________ are minor stimuli that determine where, when, and how a person responds to an idea.
cues
A marketing research company asked members of a focus group to describe several brands as animals. This is an example of ________.
interpretive consumer research
___ describes changes in an individual's behavior arising from experience.
learning
________ is a person's pattern of living as expressed in his/her psychographics, and it includes the individual's activities, interests, and opinions.
lifestyle
adoption process
mental process though which an individual passes from first hearing about an innovation to final adoption
Marketing stimuli consist of the four Ps. Which of the following is NOT one of these?
packaging
The relationship between the consumer's expectations and the product's ________ determines whether the buyer is satisfied or dissatisfied with a purchase.
perceived performance
________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.
perception
opinion leader
person within a reference group who because of special skills knowledge personality and other characteristics exerts social influences on others
________ refers to the unique psychological characteristics that distinguish an individual or group.
personality
attitude
persons consistently favorable or unfavorable evaluations, feelings and tendencies toward an object or idea
lifestyle
persons pattern of living as expressed in his or her activities, interests and opinions
perception
process by which people select, organize and interpret information to form a meaningful picture of the world
People cannot focus on all of the stimuli that surround them each day. A person's tendency to screen out most of the information to which he is exposed is called ________.
selective attention
People tend to interpret new information in a way that will support what they already believe. This is called ________.
selective distortion
Which of the following is NOT part of Maslow's hierarchy of needs?
spiritual needs
postpurchase behavior
stage of buyer decision process in which consumers take further action after purchase based on their satisfaction or dissatisfaction
information search
stage of buyer decision process in which the consumer is motivated to search for more information
________ consumers are one of the fastest-growing U.S. population subsegments and are expected to surge to nearly 30 percent of the total U.S. population by 2050.
Hispanic American
A(n) ________ is a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea.
attitude
The buyer decision process consists of five stages. Which of the following is NOT one of these stages?
conspicuous consumption
The buying decision process starts with ________, in which the buyer spots a problem.
need recognition
motive (drive)
need that is sufficiently pressing to direct the person to seek satisfaction of the need
alternative evaluation
stage of buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set
According to Freud, a person's buying decisions are primarily affected by ________.
subconscious motives
Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations.
subcultures
consumer buying behavior
the buying behavior of final consumers - individuals and households that buy goods and services for personal consumption
word-of-mouth influence
the impact of the personal words and recommendations of trusted friends associates and other consumers on buying behavior
group
two or more people who interact to accomplish individual or mutual goals
A(n) ________ is a descriptive thought that a person has about something.
belief
Family is one of the ________ factors that influence consumer behavior.
social
Facebook and Second Life are both examples of ________.
social networks
When customers have a low involvement in a purchase but perceive significant brand differences, they will most likely engage in ________.
variety-seeking buying behavior
In the context of the AIO dimensions for measuring consumers' lifestyles, "A" stands for ________.
activities
Which of the following is the final stage in the new product adoption process?
adoption
Consumers learn about new products for the first time and make the decision to buy them during the ________.
adoption process
consumer market
all the individuals and households that buy or acquire goods and services for personal consumption
Marketers describe the way a consumer processes information to arrive at brand choices as ________.
alternative evaluation
habitual buying behavior
consumer buying behavior in situations characterized by low consumer involvement and few significant perceived brand differences
variety-seeking buying behavior
consumer buying behavior in situations characterized by low consumer involvement but significant perceived brand differences
All the individuals and households that buy or acquire goods and services for personal consumption make up the ________.
consumer market
Many companies use several ethnically specific themes in their mainstream marketing strategy. This is because several marketers have realized that insights gleaned from ethnic consumers can influence their broader markets. This type of marketing is known as ________.
cross-cultural marketing
belief
descriptive thought that a person holds about something
Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about ________.
subliminal advertising
personality
unique psychological characteristics that distinguish a person or group
Which of the following is characteristic of online social networks?
user-controlled content
Which consumer group tends to show more brand loyalty and make shopping a family event, with children having a big say in the purchase decision?
Hispanic Americans
Which of the following best describes divisibility of an innovation that influences the rate of adoption?
It is the degree to which the innovation may be tried on a limited basis.
Which of the following statements is true of social classes?
People within a social class tend to exhibit similar buying behavior.
________ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors.
Social classes
Which of the following statements is true of cultural factors that influence consumer behavior?
Social classes show distinct product and brand preferences in areas such as clothing and travel.
Which of the following statements is true regarding social classes in the United States?
Social classes show distinct product preferences in clothing and automobiles.
________ are ambassadors who share their passion for a company's products with large circles of friends and acquaintances in return for insider knowledge and other rewards.
brand evangelists
purchase decision
buyers decision about which brand to purchase
________ is the most basic determinant of a person's wants and behavior.
Culture
Companies that use brand ambassadors are most likely involved in ________ marketing.
buzz
Almost all major purchases result in ________, or discomfort caused by postpurchase conflict.
cognitive dissonance
What is the most important consumer buying organization in society?
family
________ consumers are the most affluent U.S. demographic segment and are expected to have an annual buying power approaching $775 billion by 2015.
Asian American
________ are groups to which an individual wishes to belong, as when a young basketball player hopes to play someday for the Los Angeles Lakers.
Aspirational groups
Although more price-conscious than other population segments, ________ consumers tend to be strongly motivated by quality and selection, and give importance to brands.
African American
Which of the following product characteristics refers to the degree to which the innovation appears superior to existing products?
relative advantage
social class
relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviors
A ________ consists of the activities an individual is expected to perform according to the people around him/her.
role
________ means that consumers are likely to remember good points made about a brand they favor and forget good points made about competing brands.
selective retention
According to Maslow's hierarchy of needs, which of the following is the LEAST pressing need?
self-actualization needs
culture
set of basic values, perceptions wants and behaviors learned by a member of society from family and other important situations
Relative advantage, compatibility, complexity, divisibility, and communicability are all characteristics of ________.
a product's rate of adoption
If the consumer's drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not, the consumer may store the need in memory or undertake ________.
an information search
Generally, the consumer's purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and the purchase decision. Which of the following is one of these factors?
attitudes of others
Which of the following terms refers to a specific mix of human traits that may be attributed to a particular brand?
brand personality
Many marketers use the self-concept premise that people's possessions contribute to and reflect their identities—that is, "we are what we consume." According to this premise, consumers ________.
buy products to support their self-images
cognitive dissonance
buyer discomfort caused by postpurchase conflict
According to the model of buyer behavior, which of the following is one of the two primary parts of a "buyer's black box"?
buyer's decision process
learning
changes in an individuals behavior arising from experience
When a customer feels uneasy about losing out on the benefits of a brand not purchased, she is likely to experience ________.
cognitive dissonance
In the context of product characteristics that influence the rate of adoption, ________ refers to the degree to which the innovation fits the values and experiences of potential consumers.
compatibility
When consumers are highly involved with the purchase of an expensive product and they perceive significant differences among brands, they most likely will exhibit ________.
complex buying behavior
complex buying behavior
consumer buying behavior in situations characterized by high consumer involvement in a purchase and significant perceived differences among brands
dissonance-reducing buying behavior
consumer buying behavior in situations characterized by high involvement but few perceived differences among brands
Which of the following is one of the other stimuli present in a buyer's environment apart from a marketing stimuli?
cultural stimuli
When consumers are highly involved with an expensive, infrequent, or risky purchase but see little difference among brands, they most likely will exhibit ________.
dissonance-reducing buying behavior
Which of the following is the adoption process stage at which the consumer considers whether trying the new product makes sense?
evaluation
need recognition
first stage of buyer decision process, in which consumer recognizes a problem or need
new product
good, service or idea that is perceived by some potential customers as new
subculture
group of people with shared value systems based on common life experiences and situations
Which of the following consumer buying behaviors is related to conditions of low-consumer involvement and little significant brand difference?
habitual buying behavior
Maslow's theory is that ________ can be arranged in a hierarchy.
human needs
Opinion leaders are also referred to as ________.
influentials
________ refers to qualitative research designed to probe consumers' hidden, subconscious motivations.
motivation research
A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.
motive
online social networks
online social communities - blogs, social networking web sites and other online communities - where people socialize and exchange information and opinions
________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others.
opinion leaders
The information sources that are the most effective at influencing a consumer's purchase decision are ________. These sources legitimize or evaluate products for the buyer.
personal
A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, personality, and self-concept.
personal characteristics
In the model of buyer behavior, which of the following is NOT a major type of force or event in the buyer's environment?
political
After the purchase of a product, consumers will be either satisfied or dissatisfied and engage in ________.
postpurchase behavior
Which of the following is a marketing stimuli?
price stimuli
