Consumer Behavior Chapters 6 - 10

In the context of the ABC approach to attitudes, cognition refers to: a. the beliefs that a consumer has about an object. b. a consumer's feelings about an object. c. the overt behavior exhibited by a consumer. d. a consumer's core beliefs and self-concept.

a

The _____ of attitudes is based on the concept of reward and punishment. a. utilitarian function b. knowledge function c. value-expressive function d. ego-defensive function

a

A consumer's _____ focuses on hedonic value. a. ego b. id c. reality principle d. superego

b

Tahir is part of an online group. The group was formed on the basis of the members' shared interest in an online multiplayer shooter video game. They play the game together and spend time exchanging game hacks and shortcuts to play the game. In the given scenario, Tahir is part of a _____. a. secondary group b. social network c. formal group d. collective network

b

The _____ represents the image that a consumer would like others to have about him or her. a. social self b. ideal social self c. possible self d. extended self

b

Amel lives in a farming community. She works as a cashier in a supermarket, and she tries to instill the values of hard work, perseverance, and frugality in her children. In a recent study conducted on consumer behavior in her neighborhood, it was found that there was a significantly similar pattern in Amel's values and that of all the households. The community believed in spending only on necessities and not on extravagant purchases. In the given scenario, the community's values can be described as a(n) _____ that affects consumer behavior. a. outlook b. attitude c. trait d. lifestyle

c

Brand community is a special type of _____. a. informal group b. aspirational group c. secondary group d. dissociative group

c

In the context of consumer traits, materialism refers to the: a. tendency for consumers to focus on maximizing what is received from a transaction as compared to what is given. b. degree to which a consumer is open to new ideas and quick to adopt buying new products, services, or experiences early in their introduction. c. extent to which physical goods and possessions are important in a consumer's life. d. degree to which consumers tend to engage in effortful cognitive information processing.

c

In the context of reference group influence, the _____ of groups refers to the ways in which consumers use the behaviors and attitudes of reference groups as data for making their own decisions. a. peer group influence b. value-expressive influence c. informational influence d. utilitarian influence

c

In which of the following types of social powers does a consumer imitate the behaviors and attitudes of groups as a means of identifying with the group? a. Legitimate power b. Expert power c. Referent power d. Coercive power

c

Marketers use the congruency theory by: a. asking consumers a series of probing questions to explore deep-seated motivations. b. motivating consumer behavior that matches societal norms and expectations. c. segmenting groups of consumers who agree highly with product-user image. d. examining consumers across the five dimensions of the five-factor model.

c

Which of the following is an example of a source effect? a. Offering free samples of new products b. Promoting premium products though point-of-purchase (POP) displays c. Using attractive models to promote a brand d. Offering heavy discounts in an annual sale

c

Which of the following is an example of noise in a computer-mediated environment? a. Analytics b. Spyware c. Pop-ups d. Cookies

c

Juan is an enthusiastic biker and loves racing. He wants to purchase a new pair of biking boots for additional safety and to enhance his biker look. He compares the specifications, price, and durability of four brands. The pair of boots that he finally selects completely satisfies him in terms of the time and money invested and how it perfects his look. In the given scenario, Juan illustrates the consumer trait of being _____. a. productivity oriented b. competitive c. materialistic d. value conscious

d

Laquan is going to Australia on a business trip. He consults his travel agent to help him find the best places to visit and the best hotels to stay in. In the given scenario, Laquan's travel agent is playing the role of a _____. a. social media marketer b. market maven c. viral marketer d. surrogate consumer

d

The _____ suggests that some consumer actions occur without either beliefs or affect being strongly formed beforehand. a. experiential hierarchy b. high-involvement hierarchy c. low-involvement hierarchy d. behavioral influence hierarchy

d

The term _____ refers to the way consumer lifestyles are measured. a. reprographics b. sociographics c. demographics d. psychographics

d

Which of the following is true of Sigmund Freud's psychoanalytic approach to personality? a. It defines distinguishable characteristics that describe one's tendency to act consistently. b. It focuses on particular variables that exist across a number of consumers. c. It charts out practical consumer behavior guidelines for marketing actions. d. It highlights the importance of unconscious mental processes in influencing behavior.

d

A(n) _____ is a description of how every single consumer varies according to specific trait patterns of behavior. a. individual differences variable b. empirical variable c. applied behavior analysis d. character orientation

a

An aspirational group is a group: a. in which a consumer desires to become a member. b. that has no membership or application requirements. c. to which a consumer does not want to belong. d. with which a consumer interacts frequently.

a

Body piercings and tattoos are: a. methods of promoting one's self-concept. b. methods of promoting social acceptability. c. are more popular with male consumers. d. are appreciated by employers in a workplace.

a

Consumers who form close associations with organizations prove to be beneficial to those organizations because: a. they are loyal to the brand. b. they do not bargain. c. they are not price sensitive. d. they are ready to pay premium prices.

a

Ebele, is a baker and runs her own baking classes. Ebele's husband is a marketing agent for Furaha flour. While demonstrating how to bake a cake, Ebele uses Furaha flour and states repeatedly, "While you can use other flours, cakes baked with Furaha flour taste better." The result is that Ebele's students also purchase packets of Furaha flour from her. In the given scenario, Ebele is using _____ to increase her husband's sales. a. stealth marketing b. ambush marketing c. buzz marketing d. viral marketing

a

Elah is part of a group that she has been friends with since high school. The members still meet every weekend even though they all have families and jobs. They feel very involved and connected with the group. All the members of her group are very conscious about their health and the quality of food they eat. Their buying and eating habits have slowly influenced each other over the years, and the members now follow the same diet and exercise plans. In the given scenario, Elah is a member of a(n) _____. a. ingroup b. outgroup c. secondary group d. formal group

a

Heather, a search engine optimization executive for a soft-drinks manufacturer, is participating in an online discussion forum. The discussion is about the best brand of soft drink in the country. Under a fake identity, Heather writes in favor of the soft drink that her company manufactures. In the given scenario, Heather is _____ to promote her products. a. infiltrating b. shilling c. hacking d. tracking

a

Hennigan's is a department store. The management wants to analyze the consumer market to be able to change the store's image and attract more customers. Its analysis reveals that the ideal group to target would be the baby boomers due to the group's size and spending power. It wants to evaluate the traits of the group to be able to target them effectively. In the given scenario, which of the following demographic variables is being analyzed by the management of Hennigan's? a. Age b. Ethnicity c. Income d. Occupation

a

Holly Tree Decorators wants to reach out to prospective customers a month before Christmas. It advertises that everyone who buys from its stores will be invited to a community Christmas party with food and drinks on the house. The news spreads and every day a large number of people queue up at its stores to buy Christmas decorations. In the given scenario, Holly Tree Decorators is using _____. a. buzz marketing b. viral marketing c. ambush marketing d. stealth marketing

a

In the context of the attitude-toward-the-object (ATO) model, which of the following statements is true? a. Attributes need to really be relevant to the product under consideration. b. According to the ATO model, salient beliefs about an attribute can be disregarded. c. The weights that are associated with various attributes always remain constant. d. The ATO model is academic in nature and does not have any practical application.

a

In the context of the diffusion process, which of the following is true of early adopter consumers? a. They tend to be opinion leaders for specific product categories. b. They are often risk takers and financially well-off. c. They are cautious about buying new products. d. They are somewhat older and have lower levels of education.

a

In the context of the peripheral route to persuasion, which of the following statements is true? a. Consumers are unlikely to develop cognitive responses to a message. b. Consumers are less likely to pay attention to the attractiveness of the person delivering a message. c. Consumers develop a number of thoughts regarding an incoming message that may contradict the information. d. Consumers find that an incoming message is particularly relevant to their situation.

a

Kenneth is a loyal customer of a local designer boutique. He believes the boutique's clothes are made of premium fabric and that they are fashionable. He feels he looks good when he wears its clothes and so spends a substantial amount of money to buy all his clothes from the boutique. Which of the following is illustrated in the given scenario? a. Organizational identification b. Body esteem c. Symbolic interactionism d. Self-concept

a

Rachel decides to order a pizza for dinner. Without much deliberation, she orders one from a pizzeria that is quite popular in the neighborhood. This is an example of a(n) _____ purchase. a. low-involvement b. behavioral influence c. high-involvement d. experiential

a

Regarding product selection, the influence of reference groups is: a. weak for product selection in the necessity category. b. high on public necessity product selection. c. high on private necessity product selection. d. weak for product selections in the luxury items category.

a

Rita was asked to fill in a questionnaire as part of a job interview. There were several scenario-based questions that asked for her opinions, likes, and dislikes about people in the scenario. This questionnaire was used to assess her _____. a. attitude b. communication skills c. creativity d. motivation

a

The _____ proposes that consumers compare incoming information to their existing attitudes about a particular object or issue. a. social judgment theory b. balance theory c. psychoanalytic theory d. attitude-toward-the-object theory

a

The _____ suggests that affect, behavior, and cognitions form in a sequential order. a. hierarchy of effects approach b. ego-defensive function approach c. social cognitive approach d. hierarchy of needs approach

a

The knowledge function of attitudes enables consumers to: a. simplify decision-making processes. b. use attitudes as ways to minimize punishment. c. express their core values, self-concept, and beliefs. d. develop positive attitudes toward image-enhancing products.

a

When _____ are made, consumers often have some basic beliefs about products without necessarily having strong feelings toward them. a. low-involvement purchases b. impulse purchases c. high-involvement purchases d. experiential purchases

a

Which of the following is a primary motivation for consumers as classified by the Values and Lifestyles (VALS) approach to lifestyle segmentation? a. Ideals b. Finance c. Education d. Intellect

a

Which of the following is an example that best represents the utilitarian function of attitudes? a. A person buying a product because it delivers a specific benefit b. A person buying products from a particular brand because of brand loyalty c. A person supporting a group like Greenpeace because of his or her belief in protection of environment d. A person wearing athletic apparel to enhance the image of being active and in shape

a

Which of the following is true of buzz marketing? a. It can be facilitated through online message boards and networking sites. b. It markets products without letting consumers know that they are being marketed to. c. It is not very popular due to mass media fragmentation and advertising clutter. d. It is the process by which new products are adopted and spread through the marketplace.

a

Which of the following is true of the symbolic interactionism perspective? a. Consumers agree on the shared meaning of products and symbols. b. The superego works with ego by motivating behavior that matches societal norms. c. The superego works against the id by motivating behavior that matches the expectations of a society. d. Consumers feel that products and symbols relate to all their self-concepts.

a

Which of the following models illustrates how attitudes are changed based on differing levels of consumer involvement? a. The elaboration likelihood model b. The compensatory model c. The multiattribute attitude model d. The attitude-toward-the-object model

a

Which of the following statements is true of attitudes? a. Attitudes and value are closely related. b. Attitudes do not affect the choice of products. c. Attitudes motivate people to behave in inconsistent ways. d. Negative attitudes do not have a profound effect on consumers.

a

_____ refers to self-conceptualization of the extent to which a consumer perceives himself or herself as being an integral part of a group. a. Connected self-schema b. Separated self-schema c. Ideal social self d. Self-concept

a

_____ refers to the extent to which a company actively monitors its customers' evaluations of objects, products, services, issues, or people over time. a. Attitude tracking b. Behavioral intentions modeling c. Attribute monitoring d. Value-expressive function

a

_____ represents the commonly held societal beliefs that define what is socially gratifying within a specific society. a. Consumer culture b. Consumer value c. Consumer affect d. Consumer involvement

a

Alex, a marketer, asks an advertising agency to place an important piece of information toward the end of an advertisement in order to increase consumers' recall of the advertisement. In the given scenario, Alex wants to create a _____ in the advertisement. a. primacy effect b. recency effect c. source effect d. message effect

b

Amira is considered to be a very mature person by her family and friends. She graduated top of her class and is a very successful investment banker. She is a very organized person and prefers to spend her money wisely, not extravagantly. According to the Values and Lifestyles (VALS) segments, Amira can be classified as a(n) _____. a. innovator b. thinker c. achiever d. believer

b

Beatrice is from an elite and sophisticated family. Both her parents are investment bankers and are highly respected in their social circle. Beatrice would like to get her hair streaked purple and also get an eyebrow stud. She decides instead to behave in a sophisticated manner like her parents as she does not want to embarrass them in any way. In the given scenario, Beatrice's behavior is influenced by her _____. a. ideal self b. superego c. actual self d. alter ego

b

Consumer identification is strengthened when: a. there is congruency between a society's values and the values of an individual. b. there is congruency between a consumer's values and the values of a brand. c. consumers have a positive self-concept of themselves. d. the possible self of a consumer presents an image of what the consumer could become.

b

Consumer lifestyles: a. are different from the concept of consumer personalities. b. are useful in identifying viable market segments. c. remain the same across cultures. d. do not influence the targeting of consumers by marketers.

b

During the motivational research era, the researchers in the field of consumer research: a. studied perceptual maps in great detail. b. focused heavily on psychoanalytic approaches. c. focused on providing practical consumer behavior theories. d. relied primarily on customer feedback to improve products.

b

In the context of consumer culture, what a person consumes helps determine: a. the nature of cultural sanctions in society. b. acceptance by other consumers in society. c. the social etiquette of a culture. d. the role expectations in a culture.

b

In the high-involvement hierarchy, _____. a. consumers evaluate products before forming beliefs about them b. consumer beliefs about products are formed first c. consumers indulge in impulse purchases d. consumer purchases are not very risky

b

Michael is the founder of a search engine optimization company. He is keen to improve the quality of work in his company. He decides to do this by encouraging high performers. He promotes Shea, a high performing marketing executive, to the position of an assistant marketing manager. In the given scenario, Michael is using his _____. a. referent power b. legitimate power c. coercive power d. expert power

b

Monica works as an editor in a leading fashion magazine. She buys trendy clothing to fit in with the others in her company. This is an example of: a. the knowledge function of attitudes. b. the utilitarian function of attitudes. c. the value-expressive function of attitudes. d. the ego-defensive function of attitudes.

b

Nikhil is a 27-year-old who graduated in political science. After living independently for some time, he decides to move back home with his parents. In the given scenario, Nikhil belongs to the category of _____. a. two-adult household b. boomerang kids c. sandwich generation d. one-adult household

b

Peter and his friends often indulge in binge drinking over the weekends. Though they know the risks associated with it, they choose to ignore the side effects. This denial is an example of the: a. value-expressive function of attitudes. b. ego-defensive function of attitudes. c. utilitarian function of attitudes. d. knowledge function of attitudes.

b

Pieter's, a chain of supermarkets, hires consumer analysts to analyze consumer lifestyles in a neighborhood where it plans to open a new store. This will help the store understand the lifestyles of potential customers and target them effectively. In the given scenario, which of the following would the analysts find most useful? a. VALS technique b. PRIZM technique c. Secondary research d. Primary research

b

Samantha buys phones of a particular brand because she is familiar with their features. Although there are several other brands that offer phones with better features at more competitive prices, she does not want to purchase a phone of another brand and go through the trouble of exploring its features. Samantha's reasoning best illustrates the: a. utilitarian function of attitudes. b. knowledge function of attitudes. c. value-expressive function of attitudes. d. ego-defensive function of attitudes.

b

The Robins are a family of four. Benjamin Robins is a real estate agent and his wife is a professor. Both of them are religious, ambitious, and hardworking people. They try to instill the same values in their two children. The family usually likes to watch movies, go sailing, or take a long drive in their Audi on weekends. According to the Values and Lifestyles (VALS) segments, the Robins can be categorized as _____. a. makers b. achievers c. strivers d. experiencers

b

The _____ occurs when consumers conform to group expectations to receive a reward or avoid punishment. a. peer group influence b. utilitarian influence c. value-expressive influence d. informational influence

b

Which of the following is a characteristic of personality? a. It is consistent among all members in a specific group. b. Its traits are relatively stable and interact with situations to influence behavior. c. It can be conceptualized as a generic trait or characteristic. d. Its behavioral aspect remains steady across time and allows prediction of behavior.

b

Which of the following is true of a nuclear family? a. It consists of two people who are related by blood and who occupy a housing unit. b. It consists of a mother, a father, and a set of siblings. c. It consists of three or more generations of family members. d. It consists of previously married spouses and their children.

b

Which of the following roles in the household purchase process involves controlling information flow into the household? a. An influencer b. A gatekeeper c. A user d. A purchaser

b

Which of the following traits contradicts the dimensions of materialism? a. Possessiveness b. Frugality c. Nongenerosity d. Envy

b

With _____, attitudes are formed holistically across a number of attributes, with poor ratings on one attribute being offset by higher ratings on another attribute. a. changing schema-based affect b. compensatory models c. consistency principle d. elaboration likelihood models

b

_____ are systems of consumers that are formed based on common interest, associations, or goals. a. Dissociative groups b. Social networks c. Social media d. Secondary groups

b

_____ generally have a set of stated rules, accepted values, and codes of conduct that members are expected to adhere to. a. Dissociative groups b. Formal groups c. Outgroups d. Aspirational groups

b

_____ refers to the ability of a group or individual to influence a consumer due to the group's or individual's knowledge of, or experience with, a specific subject matter. a. Legitimate power b. Expert power c. Referent power d. Coercive power

b

A _____ occurs when the information placed early in a specific message has the most effect. a. recency effect b. source effect c. primacy effect d. message effect

c

Abi is a fifteen-year-old student who lives with her parents and her younger sister, Kendra. Both her parents work, and Abi and Kendra share chores that they do around the house to help their parents. In the context of family structures, Abi's family is a _____. a. foster family b. extended family c. nuclear family d. blended family

c

Sheila's sister wants to buy a fur coat. Sheila is insistent that her sister buy a fur coat made from artificial fur and not real animal fur. Sheila's suggestion is influenced by the fact that she is a member of the Animal Lovers Society. This scenario shows that: a. the influence of reference groups on private products is more in comparison to public products. b. the influence of reference groups is unaffected by the type of product or brand being selected. c. where luxuries are concerned, reference group influence is strong for product selection. d. where necessities are concerned, reference group influence is strong for product selection.

c

Sweetlimon Inc., manufacturers of candy bars, wants to sell its latest variety of melt-in-your-mouth chocolate candies in India. Having researched the market, the company briefs its advertising agency stating that its advertisement must promote group belonging and cohesion. In the given scenario, Sweetlimon Inc. is ignoring prospective consumers who have a(n) _____. a. informational influence b. utilitarian influence c. separated self-schema d. connected self-schema

c

The _____ refers to the manner in which new products are adopted and spread throughout a marketplace. a. social couponing practice b. product life cycle c. diffusion process d. socialization process

c

Which of the following statements is true of reference groups and their influence on product selection? a. Their influence on decisions like how much grocery to buy is high. b. For necessities, reference group influence is strong for product selection. c. For luxuries, reference group influence is strong for product selection. d. Their influence is unaffected by the type of product being selected.

c

_____ are used to describe how the appeal of a promotional content and its construction affect persuasion. a. Product effects b. Source effects c. Message effects d. Behavior effects

c

_____ is a guerrilla marketing technique in which consumers do not realize that they are being targeted for a marketing message. a. Viral marketing b. Ambush marketing c. Stealth marketing d. Buzz marketing

c

According to the ABC approach to attitudes, which of the following is a component of attitude? a. Conations b. Ideals c. Values d. Cognitions

d

Groups have the power to sanction group members for breaking rules or failing to follow expectations. This is known as _____. a. reward power b. expert power c. referent power d. coercive power

d

In the context of Freud's psychoanalytic approach to personality, the ego works largely in accordance with the _____. a. pleasure principle b. aggregation approach c. trait approach d. reality principle

d

Janine is a frank and honest person who speaks her mind. However, she feels that people perceive her to be rude and blunt. It saddens her that people do not understand that she is just being truthful. Which of the following self-concepts is the cause of Janine's sadness? a. Possible self b. Extended self c. Actual self d. Social self

d

Jennifer has just finished her exams. She goes to the mall to meet her friends and indulges in a shopping spree, purchasing many products impulsively. This is an example of a(n) _____. a. low-involvement purchase b. utilitarian purchase c. high-involvement purchase d. experiential purchase

d

Mia is known for her sense of dressing in college. For the valedictory ceremony, Mia decides to wear a new watch. At the watch store, she chooses "Saturn," a very expensive watch. Mia's choice of a watch that is not just highly expensive but is sure to catch everyone's eye, exhibits the concept of _____. a. separated self-schema b. household decision making c. attention to environmental bias d. susceptibility to interpersonal influence

d

Phil is the head of the IT department at a multinational corporation. His friend Moira wants to buy a new laptop for work and has shortlisted two laptops. She gives Phil the specification for each laptop and he gives her his opinion on which one would be better for her. In the given scenario, Phil is exercising his _____. a. coercive power b. reward power c. legitimate power d. expert power

d

Source effects: a. refer to the role of message construction in persuasion. b. occur when the information placed early in a message has the most effect. c. occur when the placement of information in a message impacts the recall of the information. d. refer to the characteristics of the person delivering a message that influence persuasion.

d

The _____ comprises those consumers who need to look after not only their own children, but their aging parents as well. a. two-adult household b. one-adult household c. silent generation d. sandwich generation

d

The _____ focuses on particular variables, or traits, that exist across a number of consumers. a. behavioral approach b. idiographic perspective c. psychoanalytic approach d. nomothetic perspective

d

The _____ states that a source feature is most effective when it is paired with relevant products. a. balance theory b. social judgment theory c. serial position hypothesis d. matchup hypothesis

d

The theory of planned action: a. shows that there is no significant relationship between consumers' attitude toward an advertisement and their attitude toward the product being advertised. b. shows that consumers' attitude about a company does not affect their decision to buy the company's products. c. uses three elements to predict consumers' attitude—salient beliefs, strength of the belief, and evaluation of the attribute. d. assesses the difficulty faced by consumers in performing a behavior and the extent to which consumers perceive that they are in control of the product selection.

d

Which of the following is a characteristic of the idiographic perspective? a. It is a "variable-centered" approach that focuses on particular variables. b. It focuses on particular traits that exist across a number of consumers. c. It has the goal of finding common personality traits that can be studied across people. d. It focuses on understanding the complexity of each individual consumer.

d

Which of the following is an example of a cultural norm? a. Learning one's native culture through enculturation b. Using stereotypes to categorize people c. Booking a flight online d. Drinking out of a bottle or a can

d

Which of the following is true in the context of the concept of the self-congruency theory? a. Brands increase the quality of life. b. Brands bring value to society. c. Brands shape consumer choices and their lives. d. Brands become vehicles for self-expression.

d

Which of the following scenarios represents a person with low self-esteem? a. Jerry is a middle-aged man who wants to file for a divorce from his wife. b. Fran thinks she looks just fine even though she wears plus-size clothes. c. Ken is an ambitious man who thinks he is better than anyone else in his office. d. Jess thinks her classmates will like her only if she dresses like them.

d

Which of the following statements is true in the context of interactive communications? a. Traditional advertising media use many-to-one approach. b. A many-to-many approach does not work well in marketing communication. c. Social media does not have significant influence on consumer loyalty. d. Social media significantly influence word of mouth (WOM).

d

Which of the following statements is true of the lifestyle analysis technique known as PRIZM? a. It uses psychoanalytic techniques to study consumer behavior. b. It classifies consumers into segments based on resources available and primary motivations. c. It bases its assumption solely on qualitative data. d. It is used to identify commonalities in consumption patterns of households in various regions.

d

_____ is associated with authority that comes from holding an important position in a group. a. Coercive power b. Referent power c. Expert power d. Legitimate power

d

_____ occurs when an individual yields to the attitudes and behaviors of other consumers. a. Authority b. Social coercion c. Expert power d. Conformity

d

_____ refer specifically to information found in a message that pertains directly to a particular product, its attributes, its advantages, or the consequences of its use. a. Peripheral cues b. Source effects c. Primacy effects d. Central cues

d