Consumer Behavior FINAL EXAM
Purchase specifications include payments, warranties, delivery dates, and so on
False
Sensory perception relates to an individual's ability to distinguish between similar stimuli
False
A direct-to-consumer sale occurs when one consumer sells a product directly to another with or without the assistance of a commercial intermediary
False
A key element of relationship marketing is to standardize the relationship across customers
False
A shopping style that puts particular emphasis on certain activities or shopping motivations is called a shopping perspective
False
Based on Pew Research statistics, Internet usage increases with age
False
Cognitive motives underlie behaviors that are intristically rewarding to the individual involved
False
From a seller's point of view, all buyers are worth developing relational exchanges with
False
Incurred costs are the costs of finding, evaluating, and adopting another solution
False
Multi-channel shoppers rarely browse/search in one channel and use that information to make a purchase in another channel
False
Online shopping services such as pricegrabber.com assist consumers by making the final choice for them
False
The first stage in the consumer decision process is information search
False
The first step a firm should most want from a dissatisfied customer is that they stop buying that brand or at that store
False
The number one online shopping tool is online reviews
False
cauasians are the highest users of loval mobile search
False
The styling of a suit represents
Symbolic Performance
Bossing aroudn retail clerks is a nonpurchase reason for shopping
True
Catalogs and the Internet appear to work in a complementary fashion
True
Consumers are more willing to travel longer distances to shop for a luxury car than for deodorant
True
Firmographics consist of the company size, location, and objective
True
Firms with a limited reputation sometimes form brand alliances with a reputable firm in order to gain from the quality associated with the known brand
True
Price premium refers to the fact that repeat and specifically committed customers tend to buy the brand consistently rather than waiting for a sale or continually negotiating price
True
The uncontrollable factors that affect problem recognition include all of the following EXCEPT
sales force efforts
Spillover sales refer to
sales of additional items to customers who came to purchase an advertised item
Marketing managers are intersted in external information search because
It provides them with direct access to the consumer
Consumers who browse and/or purchase in more than one channel
Multi-Channel Shoppers
Purchases made in a store that are different from those the consumer planned to make prior to entering the store.
Unplanned Purchases
Consumer-level employees deal directly with consumers
True
Consumers who demonstrate a positively biased behavior toward a specific brand are exhibiting brand loyalty
True
Price, advertising intentisty, warranties, brand, and country of origin are examples of surrogate indicators
True
Primary sources of information available to consumers include marketing sources, independent sources, personal sources experiential sources, and memory
True
The internet allows conusmers easy access to manufaturer websites, other consumers, and government agencies, while expanding a marketer's ability to reach consumers
True
The three types of consumer decision making are nominal, limited, and complex
True
wesbite visits that occur as a results of exposure to an online ad but which do not occur at the time of exposure have been termed
View-throughs
Brands of which the consumer is aware but basically indifferent toward
Inert set
Nominal decision making tends to be associated with
Low levels of purchase involvement
Occurs when a consumer has feelings of doubt or anxiety after a purchase has been made
Postpurchas Dissonance
Doubt about the wisdom of a purchase shortly after the purchase is referred to as
Postpurchase Dissonance
A choice based on the "how do I feel about it" heuristic is referred to as
Affective Choice
Choice based on the evaluation of a product generally focused on the way they will make the user feel as the product is used
Affective Choice
The process managers use to manipulate the physical retail or service environment to create specific mood responses in shoppers
Atmosphereics
Involves the use of general attitudes, summary impressions, intuitions, or heuristics; no attribute-by-attribute comparisons are made at the time of choice
Attitude-Based Choice
_____ requires knowledge of specific attributes and involves attribute-by-attribute comparisons across brands
Attribute-Based Choice
Requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands.
Attribute-based choice
List of brands thought of as a potential solution
Awareness Set
Which of the following is a segmentation of shoppers who are motivated primarily by getting exactly what they want in the least amount of time?
Basic shoppers
Involves tracking consumer click patterns on a web site and using that information to decide on banner ad placement
Behavioral Targeting
A test in which the consumer is not aware of the product's brand name
Blind Tests
Software "robots" that do the searching for users
Bots
A limited capacity for processing information
Bounded rationality
A biased behavioral response expressed over time by a decision-making unit with respect to one or more alternative brands out of a set such brands that is a function of psychological processes
Brand Loyalty
Which of the following is not generally an outcome for a satisfied customer?
Brand Switching
Consist of individuals from various areas of the firm, such as accounting, engineering, manufacturing, and marketing, who meet specifically to make a purchase decision
Buying Centers
Used to refer to turnover in a firm's customer base
Churn
The fact that consumers have limited capacity for processing information is referred to as
Cognitive Capacity
States that the brand that rates the highest on the sum of the consumer's judgments of the relevant evaluative criteria will be chosen
Compensatory Decision Rule
The most popular indirect measurement approach, the consumer is presented with a set of products or product descriptions in which the evaluative criteria vary
Conjoint Analysis
Establishes a minimum required performance standards for each evaluative criterion and selects the first or all brands that surpass these minimum standards
Conjunctive Decision Rule
Occurs when one consumer sells a product directly to another with or without the assistance of a commercial intermediary
Consumer-to-consumer sale
Underlie behaviors that are intrinsically rewarding to the individual involved
Consummatory Motives
Occurs when negative emotions or guilt feelings are aroused by the use of a product or a service
Consumption Guilt
The organizational culture of a business firm is often referred to as
Corporate Culture
A $20 savings on a $395 item should show the percentage savings but not the dollar savings
False
The individuals (representing functional areas and management) within an organization who participate in making a given purchase decision
Decision-Making Units (DMUs)
The way an individual wants to feel or be at the present time
Desired State
Once a consumer problem is identified, the manager may structure the marketing mix to solve the problem. This can involve
Developing a new product, altering an existing product, modifying channels of distribution, changing pricing policy
The _____ decision rule establishes a minimum level of performance for each importance attribute (often a fairly high level), and all brands that meet or exceed the performance level for any key attribute are considered acceptable
Disjunctive
Establishes a minimum level of performance for each important attributes
Disjunctive Decision Rule
Waste caused by an exploding demand and short product life-spans for high-tech gadgents such as cell phones, personal computers, and various other personal electronic devices
E-Waste
Requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion
Elimination-by-aspects decision rule
Which of the following is a segmentation of shoppers who are motivated by many aspects of shopping?
Enthusiast Shoppers
The various dimensions, features, or benefits a consumer looks for in response to a speciific problem
Evaluative Criteria
All of the brands that a consumer will evaluate for the solution of a particular problem is known as the
Evoked Set
Those brands or products one will evaluate for the solution of a particular consumer problem
Evoked Set
Involves an extensive internal and external information search followed by a complete evaluation of multipe alternatives and significant postpurchase evaluation
Extended Decision Making
A price presented by a marketer for the consumer to use to compare with the current price
External Reference Price
Occurs when the search process is focuused on external information relevant to solving the problem
External Search
Involve both organization characteristics and characteristics of the composition of the organization
Firmographics
Which factor(s) influence(s) whether a relationship will be transactional or relational?
Industry structure, decision-making culture, risk tolerance
A discrepancy that a variety of brands within a product category can reduce
Generic problem recognition
Brands that are actively disliked or avoided by the consumer
Inept set
Based on Pew Research statistics, which of the following demographic patterns is true?
Hispanics and African-Americans are lower users of the Internet than Whites and Asian-Americans and Internet usage increases with income
Activate behaviors designed to achieve a second goal
Instrumental Motives
The motives that underlie behaviors designed to achieve a second goal are termed
Instrumental Motives
Innovative organizations that derive a great deal of their success from leading change
Lead users
Perhaps the most powerful type of reference group in industrial markets is that of
Lead users
The ______ decision rule requires the consumer to rank the criteria in order of importance, and then the consumer selects the brand that performs best on the most important attribute
Lexicographic
Involves internal and limited external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation
Limited Decision Making
Segmenting an organizational market based on unique needs associated with firmographics is referred to as
Macrosegmentation
The process of grouping organizations with distinguishing firmographics into market segments
Macrosegmentation
Refers to the general nature of the outcome being sought
Metagoal
Information search often requires all of the following EXCEPT
Money
Large organizations generally involve
More individuals in the decision-making process
Occurs when there is low involvement with the purchase
Nominal Decision Making
Done both to acquire information for possible later use and becauuse the process itself is pleasurable
Ongoing search
Relate to consumers fears regarding how personal information about them that is gathered online might be used
Online Privacy Concerns
The self-concept and lifestyle of an organization it reflects and shapes organizational needs and desires, which in turn influence how organizations make decisions
Organizational Culture
The result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process
Problem Recognition
The first stage of the decision process is called the
Problem recognition
Occurs when a consumer is very involved with a brand or a product category and yet has very low level on involvement with a particular purchase of that product because of brand loyalty, time pressures, or other reasons
Product Involvement
Occurs when a consumer actively acquires a product that is not used or used only sparingly relative to its potential use
Product nonuse
A form of indirect methods that allow the respondent to indicate the criteria someone else might use
Projective techniques
The level, concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is
Purchase involvement
Which of the following is a shopping motivation of consumers?
Recreation, social aspects, utility, minimizing shopping time
Refers to the flow of purchase influence within an industry
Reference Group Infrastructure
A price with which other prices are compared
Reference Price
Used to calculate the level of store attraction based on store size and distance from the consumer
Retail Attraction (gravitation) Model
Involves techniques designed to ensure that a company's web pages "are accessible to search engines and focused in ways that help improve the chance they will be found
Search Engine Optimization (SEO)
A discrepancy that only one brand can solve
Selective Problem Recognition
The ability of an individual to distinguish between similar stimuli
Sensory Discrimination
Refers to atmosphere when describing a service business such as a hospital, bank, or restaurant
Servicescape
A shopping style that puts particular emphasis on certain activities or shopping motivations
Shopping Orientation
Internet shopping serives use _____ that do the shopping/searching for users
Shopping bots
Sales of additional items to customers who came to purchase an advertised item
Spillover Sales
Refers to the store being temporarily out of a particular brand
Stockouts
Influenced by such attributes as lighting, layout, presentatoin of merchandise, fixtures, floor coverings, colors, sounds, odors, and the dress and behavior of sales and service personnel
Store Atmosphere
Closely related to store image this occurs when the store or outlet is the brand
Store Brands
A given consumer`s or target market`s perception of all the attributes associated with a retail outlet
Store Image
Which of the following is NOT a compnent of store image?
Store atmosphere, store size, store location, store advertising
Payments, warranties, delivery rates, and so forth
Terms and Conditions
An organization's composition consists of the types of individuals who work in the organization
True
Unplanned purchases are purchases consumers make in a retail outlet that are different from those they planned to make prior to entering that retail outlet
True
Involves the evaluation of possible vendors and selection of a given vendor
Two-Stage Decision Process
Refers to a consumer using a product in a new way
Use Innovativeness
A problem of which a consumer is aware is
an active problem
Catalog Age, as reported in the text, found that consumers shop online for reasons similar to those for shopping from catalogs. The major reason consumers shop online and from catalogs is due to
convenience
As individuals gain skills, their desires related to those skills remain the same
false
A problem in which the consumer is not aware
inactive problem
Roles that may be played by any member of a decision-making unit include all of the following
key influencers, user, decision maker, information gatherer
Healthy business relationships depend on
legitimacy and compatability, social relations, economic and shared values, learning bonds
Another term for habitual decision making is
nominal decision making
Which of the following is an alternative if a consumer decides to retain a product`s package?
store it and use it for a new purpose
Evaluative criteria are
the characteristics required to meet your needs
The emotional response that owning or using the product or outlet provides
Affective Performance
Has an emotional attachment to the brand or firm
Committed Customer
Ongoing search involves an intentional external search occurring in the absence of problem recognition and is done both for acquiring information for use perhaps at a later time and because the process itself is pleasurable
False
Organizational activities are categorized as either routine or complex
False
Organizational structure describes the type of self--concept and lifestyle of a give organization
False
Basic shoppers enjoy shopping and are motivated by the recreational and social aspects of shopping
False
Consumers are not aware of product brand names in generic tests
False
HP has a large brand-loyal purcaser segment; therefore, a disrupt marketing strategy is most appropriate for this brand
False
In the case of a dissatisfied customer, when no external action is taken, the customer is likely to have a more favorable attitude toward the store or brand
False
One expert estimates that only one half of buyers fall into the most valuable customer category
False
Organizations are just a collection of individuals
False
Primary search involves problem recognition, retrieving relevant informationfrom long-term memory in order to determind whether a satisfactory solution is known, what the characteristics of potential solutions exist, what are appropriate ways to compare solutions, etc.
False
The competitve context has no effect on choice
False
The various dimensions, features, or benefits consumers look for in response to a specific problem are called heuristics
False
Which of the following is NOT true regarding the Net Promoter Score (NPS)?
It appears to tap only behavioral loyalty
Occurs when a consumer sees an item in the store and purchases it with little or not deliberation as the result of a sudden, powerful urge to have it
Impulse Purchase
Occurs when consumers acquire products through mail, telephone, or computer orders
In-home shopping
Advertising can affect the importance of evaluative criteria by
Increasing attention on the evaluative criteria and increasing elaboration of the evaluative criteria
Relates to the physical functioning of the product
Instrumental Performance
Satisfactoin with a product is primarilty a function of
Instrumental performance and Symbolic performance
A price or price range that a consumer retrieves from memory to compare with a price in the market
Internal Reference Price
Occurs once a problem is reconized and relevant information from long-term memory is used to determine if a satisfactory solution is known, what the characteristisc of potential solutions are, what are appropriate way to compare solutions, and so forth
Internal Search
Requires the consumer to rank the criteria in order of importance
Lexicographic Decision Rule
Considered to be both a consumer and product characteristic it involve the risk associated with the purchase of a product that may not perform as expected
Perceived Risk
Satisfation with a purchase is primarily a function of
Perceived performance realtive to expectations
A function of the individual, the product, and the situation
Perceived risk
Another indirect technique that generally involves the consumer first looking at possible pairs of brands and indicating which pair is most similar, which is second most similar, and so forth until all pairs are ranked
Perceptual Mapping
Shelf talkers are a type of
Point-of-purchase material
An attempt to develop an ongoing, expanding exchange relationship with a firm's customers
Relationship Marketing
Continue to buy the same brand though they do not have an emotional attachment to it
Repeat Purchasers
An attribute used to stand for or indicate another attribute
Surrogate Indicator
The costs of finding, evaluating, and adopting another solution
Switching Costs
Relates to aesthetic or image-enhancement performance
Symbolic Performance
A repeat purchase decision is a type of nominal decision in which the conusmer believes all the brands within a given product category are about the same, but attaches a relatively high importance on the porudct category or purchase
false
It is only necessary for a marketer to track consumer complaints and comments on the web
false
The way an individual perceives his or her feelings and situation to be at the present time is known as one's desired state
false
The motivation to resolve a recognized problem depends on
the relative importance of the problem and the magnititude of the discrepency between the desired and existing states
Kathy enjoys a diet cherry vanilla DR. Pepper after her workout each day. After about four weeks of this routine, she grows tired of the same soft drink and swithches to Crystal Light lemonade. Kathy is displaying variety-seeking behavior
true