Consumer Behavior Marketing Test 3 (Ch 13-18)

Online consumer reviews are considered to be a _________ source.

personal

Which of the following is evaluative criteria?

price, brand name, miles per gallon, quality

What occurs as purchase involvement increases:

- decision making becomes more complex - consumer searches for more information - alternatives are evaluated on more criteria - consumer uses more complex decision rules Incorrect - consumer goes through a more thorough postpurchase evaluation

Gift giving

- is culture specific - The nature of a gift can signify the type of relationship the giver has or desires with the receiver. - Gift giving often produces anxieties on the part of both givers and receivers. - Gifts communicate symbolic meaning on several levels.

Which is an example of the purchase stage of decision making?

- ordering a watch from Amazon.com - buying furniture from a Craig´s List post - getting a ride from an Uber driver - buying groceries at HEB

Steps in the consumer decision process:

- problem recognition - information search - purchase - Evaluation

Which of the following tends to increase information search?

- store concentration - information availability - perceived risk - time availability

examples of retail outlets:

A. Cabela's in Buda B. L.L. Bean catalog C. Walmart.com D. An interactive ad for clothing seen on a TV show E. Target's mobile shopping app

Which statement about committed customers is true?

A. Committed customers are resistant to competitors' marketing efforts, such as coupons. B. Even when loyal customers do buy a different brand to take advantage of a promotional deal, they generally return to their original brand for their next purchase. C. Committed customers are more receptive to line extensions and other new products offered by the same firm. D. Committed customers are also more likely to forgive an occasional product or service failure.

clientele

A. Customers

Which is true about satisfaction?

A. Firms need to satisfy consumer expectations by creating reasonable expectations and maintaining consistent quality so the reasonable expectations are fulfilled. B. Dissatisfied consumers tend to engage in negative WOM and because WOM is such a powerful decision influence, one dissatisfied consumer can cause a ripple or multiplier effect in terms of discouraging future sales. C. Consumer complaints can alert the firm to problems, enable it to make amends where necessary, and minimize negative word-of-mouth communications. D. Many firms have discovered that customers whose complaints are resolved to their satisfaction are sometimes even more satisfied than are those who did not experience a problem in the first place. Incorrect E. Acting on complaints in a timely and effective manner is a key to customer satisfaction.

Which are ways in which consumer disposition decisions can affect a firm's marketing strategy?

A. For most durable goods, consumers are reluctant to purchase a new item until they have "gotten their money's worth" from the old one. B. Disposition sometimes must occur before acquisition of a replacement because of space or financial limitations. C. Frequent decisions by consumers to sell, trade, or give away used products may result in a large used-product market that can reduce the market for new products. D. Many Americans continue to be very concerned with waste and how their purchase decisions affect waste. E. The fifth reason is that environmentally sound disposition decisions benefit society as a whole and thus the firms that are part of that society.

Affective performance

A. My new business suit makes me feel successful.

marketing source

A. Paul consulted the Subaru website to find out more about the Crosstrek.

Which of the following would reduce e-waste?

A. TechForward offers a guaranteed buy-back plan for electronics products. B. Sony developed a recycling plan whereby it will offset pound-for-pound the amount of materials recycled for new products produced. C. HP provides a self-addressed, postage-paid envelope in which you can return used ink cartridges to its recycling center. D. Office Depot offers discounts through their customer rewards program for those who return used ink cartridges.

Antecedent State

D. Features of the individual person that are not lasting characteristics, such as momentary moods or conditions

independent source

D. In order to make sure there were no product recalls for the child seats he was considering, Daunte consulted the Consumer Product Safety Commission website.

merchandise

D. Quality, selection, style, and price

attribute-based choice

D. a choice process that requires the knowledge of specific attributes and involves attribute by attribute comparisons

physical

D. a new medicine that produces a harmful side effect

I'm hungry

D. actual state

store atmosphere

D. attributes such as lighting, layout, presentation of merchandise, fixtures, floor coverings, colors, sounds, odors, and the dress and behavior of sales and service personnel

satisfaction

N. a consumer feeling that occurs when perceived product performance meets or exceeds expectations

impulse shoppers

N. when a consumer sees a product in the store and purchases it with little or no deliberation as the result of a sudden, powerful urge to have it

unplanned purchases

E. purchases made in a retail store that are different from those the consumer planned to make prior to entering that outlet

nominal decision making

E. referred to as habitual decision making, in effect involves no decision per se

outlet image

J. target market's perception of all the attributes associated with a retail outlet; analogous to brand image for a store

Moods

J. transient feeling states that are generally not tied to a specific event or object

Situational Influence

K. all those factors particular to a time and place that do not follow from a knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior

inert set

K. brands consumers are aware of and view in a neutral manner

nonsatisfaction

K. results from product performance that confirms the low expectations of the consumer

multi-channel marketing

K. utilizing multiple retail channels to reach customers

affective performance

L. emotional response that owning or using the product or outlet provides

behavioral targeting

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

social risk

L. risk of embarrassment

Momentary conditions

L. temporary states of being, such as being tired, being ill, having extra money, or being broke

According to Forrester Research, what is the most common reason consumers give for not making online purchases?

Lack of "touch"

Embarrassment

M. a negative emotion influenced by both the product and the situation

symbolic performance

M. aesthetic or image-enhancement performance

omni-channel shoppers

M. consumers who browse and/or purchase in more than one channel simultaneously (due to mobile apps)

store brands

T. brands carried exclusively in a given store

Which of the following tends to increase the level of postpurchase dissonance?

The more important the decision

shopping orientation

U. a shopping style that puts particular emphasis on certain activities or shopping motivations

Keisha is evaluating refrigerators to replace her old one. She establishes a minimum level of performance for each important attribute (often a fairly high level), and all brands that meet or exceed the performance level for any key attribute are considered acceptable. She has made her choice through which decision rule?

conjunctive (min. level of performance)

Which represents habitual decision making?

frequent, repetitive purchases

Four broad categories or types of situations:

- Communication situation - Purchase situation - disposition situation - usage situation

Moods:

- Moods influence decision processes, the purchase and consumption of various products, and perceptions of service. - Positive moods appear to be associated with increased browsing and impulse purchasing. - In some consumers, negative moods increase impulse and compulsive shopping as a way to alleviate a bad mood.

Ritual situations:

- Ritual situations are of major importance to marketers because they often involve prescribed consumption behaviors. - Every major American holiday (ritual situation) has consumption rituals associated with it. For example, more than 60 percent of the toy industry's sales occur at Christmas. - Candy marketers produce and promote a wide array of candies for Valentine's Day and Halloween. - Mother's Day is a $10 billion occasion in which card giving is largely a ritual behavior created by marketers.

Repeat purchasers:

- Some dissatisfied customers may remain repeat purchasers because they perceive the switching costs to be too high. - Repeat purchasers are desirable, but mere repeat purchasers are vulnerable to competitor actions. - Repeat purchasers buy the brand for superficial reasons, such as habit, because it is readily available where they shop, or because it has the lowest price.

Which is an example of an active problem?

- Your toothache is painful. - Your roommate drank the rest of the milk.

What information do consumers look for during the information search stage?

- appropriate evaluative criteria - alternatives for solving the problem - performance of alternatives on evaluative criteria

Which of the following is true regarding reference price strategy for a retailer?

A. $10 savings on a $200 item should show the dollar savings but not the percentage savings. B. $10 savings on a $20 item could emphasize both the dollar and the percentage savings. C. $1 savings on a $3 item should focus on the percentage savings. D. The regular price can be shown in any savings conditions. E. The regular price (the price on which the savings are calculated) should be the price at which the store normally sells a reasonable volume of the brand being discounted.

relationship marketing

A. An attempt to develop an ongoing, expanding exchange relationship with a firm's customers

social

A. a hairstyle that is not appreciated by one's peers

surrogate indicator

A. an attribute used to stand for or indicate another attribute

servicescape

A. atmosphere of a service business such as a bank

wedding ring

A. extended decision

(Ch 13) Physical Surroundings

A. include decor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object

limited decision making

A. involves internal and limited external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation

limited decision making

A. moderate purchase involvement

Which of the following is an example of use innovativeness?

Arm & Hammer discovered that consumers were using its baking soda for a variety of noncooking uses, such as deodorizing refrigerators.

Evoked set

A. those brands or products a consumer will consider for the solution of a particular consumer problem

Problem recognition is the result of a discrepancy between the __________ AND __________ that is sufficient to arouse and activate the decision process.

Actual state AND desired state

Crowding:

As more people enter a store or as more of the space of the store is filled with merchandise, an increasing percentage of the shoppers will experience a feeling of being crowded, confined, or claustrophobic.

Servicescape

B. Atmosphere of a service business such as a hospital, bank, or restaurant

Institutional

B. Store reputation

memory

B. Susan had a Mixit blender before and remembered that it worked well.

instrumental performance

B. Swiffer sweepers clean my floors well.

financial

B. an expensive pair of shoes that become too uncomfortable to wear

retail outlet

B. any source of products or services for consumers

e-waste

B. electronic products that are disposed of due to rapid obsolescense

toothpaste

B. habitual decision

Search engine optimization (SEO)

B. involves techniques designed to ensure that a company's web pages "are accessible to search engines and focused in ways that help improve the chances they will be found

habitual decision making

B. low purchase involvement

purchase involvement

B. the level of concern for, or interest in, a particular purchase

just noticeable difference

B. the minimum amount that one brand can differ from another, with the difference still being noticed

Which of the following is TRUE?

Consideration set is the same as evoked set.

personal source

C. John asks his brother's advice before buying a new computer.

service

C. Layaway plan, sales personnel, easy return, credit, and delivery

time

C. a television repair that requires the set to be taken to the shop, left, and then picked up later

extended decision making

C. high purchase involvement

alarm clock

C. limited decision

reference price

C. price with which other prices are compared

active problem

C. problem of which the consumer is aware or will become aware in the due course of time

dissatisfaction

C. results when product performance is below expectations

ongoing search

C. search occurs over time both to acquire information for possible later use and because the process itself is pleasurable

sensory discrimination

C. the ability of an individual to distinguish between similar stimuli

Task definition

C. the reason the consumption activity is occurring - self-use versus gift giving

committed customers

J. a customer who has an emotional attachment to the brand or firm

problem recognition

D. occurs when the consumer perceives a discrepancy between a desired state and the actual state that is sufficient to arouse and activate the decision process

consideration set

D. same as evoked set

switching costs

D. the costs of finding, evaluating, and adopting another solution

convenience

E. Location and parking

experiential source

E. Once Steve test drove the Mustang, he knew it was the vehicle for him.

Store Atmosphere

E. The sum of all the physical features of a retail environment

effort

E. a flash drive that is loaded with several hours of work before it fails

bounded rationality

E. a limited capacity for processing information

Bots

E. software "robots," that do the shopping/searching for user

product nonuse

E. when a consumer actively acquires a product that is not used or used only sparingly relative to potential use

Instumental motive EX:

Eating Activia yogurt every day to boost your immunity is an example of a(n)

promotion

F. Advertising

Awareness set

F. brands consumers know about

repeat purchase

F. nominal decision made from habit, because no other options are available, or never thought about the other options

instrumental performance

F. physical functioning of a product

Temporal Perspectives

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

retail attraction (gravitation) model

F. used to calculate the level of store attraction based on store size and distance from the consumer

evaluative criteria

F. various dimensions, features or benefits a consumer looks for in response to a specific problem

affective choice

J. choice based on emotion

product involvement

J. motivation or interest in a specific product category

physical facilities

G. Cleanliness, store layout, shopping ease, and attractiveness

Ritual Situation

G. a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning

postpurchase dissonance

G. doubt or anxiety about a purchase decision

attitude-based choice

G. involves the use of general attitudes, summary impressions, intuitions, or heuristics

brand loyal purchase

G. nominal decision made because of an emotional commitment to the brand

internal reference price

G. price or price range that a consumer retrieves from memory to compare with a price in the market

local mobile search

G. searches for information from a mobile device pertaining to the current (or future planned) geographic location of a consumer

store atmosphere

H. Congeniality, fun, excitement, comfort

use innovativeness

H. a consumer using a product in a new way

extended decision making

H. involves an extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant postpurchase evaluation

instrumental motives

H. motives that activate behaviors designed to achieve a second goal

Social Surroundings

H. other individuals present in the particular situation

atmoshpherics

H. process managers use to manipulate the physical environment to create specific mood responses in shoppers

external search

H. search sources outside of memory

Inept set

I. brands consumers are aware of and view negatively

repeat purchasers

I. continue to buy the same brand though they do not have an emotional attachment to it

consummatory motives

I. motives that underlie behaviors that are intrinsically rewarding to the individual involved

inactive problem

I. problem the consumer is not aware of

perceived risk

I. risk of product's failure to perform as expected

Atmoshpherics

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

internal search

J. Memory of past searches, product experience, low involvement learning

brand loyalty

O. a biased (i.e., nonrandom) behavioral response (i.e., purchase/recommend) expressed over time by a decision-making unit with respect to one or more alternative brands out of a set of such brands that is a function of psychological (decision-making, evaluative) processes

external reference price

O. price presented by a marketer for the consumer to use to compare with the current price

Internal search

Once a problem is recognized, relevant information from long-term memory is used to determine if a satisfactory solution is known what the characteristics of potential solutions are, what are appropriate ways to compare solutions, and so forth can best be described as:

net promoter score

P. an index used to measure the willingness of customers to recommend a company's products or services to others

in-home shopping

P. nonstore retailing such as catalogs and the internet

Which of the following statements are TRUE?

Price, advertising intensity, warranties, brand, and country of origin are examples of surrogate indicators.

reminder purchase

Q. when a consumer notices a product in a store and remembers that she is almost out at home

store image

R. consumer's or target market's perception of all the attributes associated with a retail outlet

Which statement is FALSE about repeat purchasers?

Repeat purchasers are brand loyal.

Which of the following are ways consumers can reduce their postpurchase dissonance?

Reverse the purchase decision (return the product before use).

spillover sales

S. sales of additional items to customers who came to purchase an advertised item

Which is true about store brands?

Store brands can become an important attribute of the outlet, giving the consumer another reason to shop at that store.

economic risk

V. risk of financial loss

Purchase involvement

_________ is the level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase.

Behavioral targeting

__________ involves tracking consumer click patterns on a Web site and using that information to decide on banner ad placement.

What is an evoked set?

a consideration set

When Susan chooses a new dress based on how the product makes her feel, it is a(n):

affective choice

components of physical surroundings:

colors, aromas, music, crowding

Ronda chooses a new laptop by weighting the criteria in importance, evaluating the performance of each brand in her evoked set on these criteria, and concluding which brand is best overall. This is an example of which decision rule?

compensatory (weighing importance)

Magazines, consumer groups, and government agencies are

independent sources

Time pressure usually results in

less available information being used

Frankie is buying a new tie to wear to his interview. He believes the most important criterion is color, and he believes the Jerry Garcia tie is the most attractive color. He has chosen by using which decision rule?

lexicographic (most important criteria)

Evaluative criteria (attributes) affecting retail outlet selection:

outlet image, retailer brands, retail advertising, location, size

Which of the following results in nonsatisfaction (refer to Table 18-1)?

perceived performance meets the consumer's low expectations

Which is an example of information search?

reading product reviews

What influences the consumer's motivation to resolve a recognized problem?

size of discrepancy between actual and desired states and relative importance of the problem

Information search will continue

unless costs of search exceed its benefits

Which is the best example of a brand loyal nominal purchase decision?

watermelon flavored Extra gum

Which of the following is low on both social risk and economic risk?

wine for personal use

Which of the following is a personal source of information?

your friends