Consumer Behavior Test 2 Practice

Which of the following drives problem recognition? A. the consumer's perception of the actual state B. objective reality of the consumer's actual state C. the amount of information available D. the number of alternatives from which to choice E. others' perception of an individual's actual state

A. the consumer's perception of the actual state

Speed of service and convenient location are criteria Jake considers when deciding at which restaurant to eat lunch during a work day. However, when he and his wife go out for a romantic dinner, the ambiance and quality of the food are more important. Which factor is influencing the importance he places of various criteria? A. usage situation B. competitive context C. advertising effects D. experience E. social influences

A. usage situation

Which of the following statements is false regarding consumer decisions and the consumer decision process? A. The decision process model provides useful insight into all types of consumer purchases. B. Consumer decisions are frequently the result of a single problem. C. Consumer decisions are rational and functional; otherwise they do not involve decisions per se. D. Some consumer decisions result from the convergence of several problems. E. Once the decision process begins, it may evolve and become more complex with multiple goals.

C. Consumer decisions are rational and functional; otherwise they do not involve decisions per se.

Which of the following statements is false regarding appropriate alternatives? A. An evoked set is those brands or products one will evaluate for the solution of a particular consumer problem. B. The brand found completely unworthy of further consideration is a member of the inept set. C. Marketing strategy that focuses only on creating awareness is adequate. D. Brands for which a consumer is aware of but basically indifferent toward compose that consumer's inert set. E. Alternatives the consumer does not know about compose the unawareness set.

C. Marketing strategy that focuses only on creating awareness is adequate.

Consumer-to-consumer solutions to "problems they never knew they had" have accelerated due to the rise of A. social media like Pinterest. B. crowd sourcing like Kickstarter. C. peer innovation like Quirky. D. All of these choices are correct. E. None of these choices are correct.

D. All of these choices are correct.

Given the following importance weights Price = 50, Quality = 40, and Ease of use = 10, which of the following computers would be chosen using a compensatory decision rule? HP Samsung Dell Price 4 4 3 Quality 3 5 5 Ease of 5 3 5 Use A. Dell B. a tie between Samsung and Dell C. HP D. Samsung E. a tie between HP and Dell

D. Samsung

Rita is doing her family's grocery shopping and purchases ice cream. She's purchased Blue Bell ice cream before and purchases it again. She's not committed to this brand; it's just that she and her family like it. Which type of nominal decision is this? A. inconsequential decision B. indifferent decision C. automatic decision D. repeat purchase decision E. secondary decision

D. repeat purchase decision

Why must manufacturers design products with both the primary purpose and other potential uses in mind? A. consumers demand it B. competition requires it C. to be able to promote secondary uses D. stringent product liability laws E. to save on research and development costs

D. stringent product liability laws

Monique is buying a new coat for the winter. While she is concerned with how well the coat will keep her warm, she is also concerned with how stylish it will make her look. Her concern for stylishness represents which dimension of product performance? A. affective B. direct C. instrumental D. symbolic E. consummatory

D. symbolic

Lane is test driving several models of automobiles to help him decide which one to purchase. Which source of information does this represent? A. memory B. personal sources C. independent sources D. marketing sources E. experiential sources

E. experiential sources

Which of the following statements is true regarding active and inactive consumer problems? A. Active problems require the marketer only to convince consumers that its brand is the superior solution. B. Active and inactive problems do not require different marketing strategies. C. An active problem is one of which the consumer is not aware. D. Even though a consumer is aware of it, an inactive problem is one that he or she has no desire to rectify. E. Active problems are more serious than inactive ones.

A. Active problems require the marketer only to convince consumers that its brand is the superior solution.

Given the following minimum standards (cutoff points) Price = 3, Quality = 4, and Ease of use = 3, which of the following computers would be chosen using the conjunctive decision rule? HP Dell Samsung Price 4 5 2 Quality 3 4 5 Ease of Use 4 4 4 A. Dell B. HP C. Samsung D. There's not enough information to decide. E. None of these choices are correct.

A. Dell

Which of the following is not a major issue marketers must deal with concerning the Internet's role in information search and decision making? A. How can they get more consumers to use the Internet instead of seeking information from salespeople? B. How can they drive their information to consumers? C. How can they drive consumers to their information? D. How (if at all) can online selling be utilized or integrated with existing channels? E. All of these choices are major issues marketers must deal with.

A. How can they get more consumers to use the Internet instead of seeking information from salespeople?

Given the following information, which of the following Blu-Ray DVD players would be chosen using the lexicographic decision rule? PERFORMANCE Rank Cutoff Point Sanyo Sony Pioneer Price 1 4 4 5 4 Quality 2 4 5 1 5 Style 3 3 4 2 5 A. Sony B. Sanyo C. Pioneer D. Sony and Pioneer would be considered further. E. None of these choices are correct.

A. Sony

Kim was participating in a group discussion centered on the participants' problems encountered while taking care of their hair. Which approach to problem identification is this? A. activity analysis B. product analysis C. problem analysis D. human factors research E. emotion research

A. activity analysis

Amy is shopping for a dress to wear to a formal dance. She tried on several dresses, not even noticing the price of each. After about two hours of this, she tried one on and exclaimed, "This is it!" That particular dress was the one that she thought made her look fabulous, so she bought it. Which type of choice did Amy use to select this dress? A. affective choice B. attitude-based choice C. rational choice D. attribute-based choice E. instrumental choice

A. affective choice

Dawn and her two daughters went to see Pride & Prejudice at the movie theater. They all loved the movie and came out saying "we're so glad she married Mr. Darcy!" This movie provided them with A. affective performance. B. direct performance. C. instrumental performance. D. symbolic performance. E. consummatory performance.

A. affective performance.

Karl and his wife are considering putting a built-in pool in their backyard. They were discussing who they could get to do it for them, and they realized they knew of five pool contractors in their city. These five pool contractors that they thought of as potential contractors for them represent their A. awareness set. B. evaluative criteria. C. alternative set. D. preferred set. E. consideration set.

A. awareness set.

Nominal decisions can be broken into which two distinct categories? A. brand loyal decisions and repeat purchase decisions B. primary decisions and secondary decisions C. high involvement decisions and low involvement decisions D. expensive decisions and inexpensive decisions E. first purchase decisions and repeat purchase decisions

A. brand loyal decisions and repeat purchase decisions

The multiattribute model is which type of decision rule? A. compensatory B. noncompensatory C. disjunctive D. lexicographic E. elimination-by-aspects

A. compensatory

Conrad is considering the purchase of a laptop computer. He has decided that he will not spend more than $1200, the computer must weigh no more than 4 pounds, and battery life must last at least 4 hours. He has similar minimum requirements for a few other criteria he is using to evaluate alternatives. If an alternative does not meet all of these minimum requirements, he will not consider it further. Which decision rule is Conrad using? A. conjunctive B. disjunctive C. lexicographic D. elimination-by-aspects E. compensatory

A. conjunctive

Which of the following motives are most likely in affective choices? A. consummatory motives B. primary motives C. affective motives D. immediate motives E. instrumental motives

A. consummatory motives

Eric booked a hotel through hotels.com. However, when he arrived at the hotel, they had no record of his reservation, and he was unable to get a room. He decided then that he would never use this service again. Which reason for changing providers does this represent? A. core service failure B. service encounter failure C. pricing D. attraction by competitors E. ethical problems

A. core service failure

Which of the following factors is the most likely reason consumers change providers of a service? A. core service failure B. service encounter failure C. pricing D. attraction by competitors E. ethical problems

A. core service failure

Which nonmarketing factor affects a consumer's desired state? A. culture/subculture B. normal depletion C. product/brand performance D. availability of products E. All of these choices are correct.

A. culture/subculture

Which of the following does not influence the evaluation of alternatives on each criterion? A. decision rules applied B. evaluative criteria C. importance of criteria D. alternatives considered E. All of these choices are influence the evaluation of alternatives on each criterion.

A. decision rules applied

Chaz was asked by a market researcher which criteria he uses when purchasing beer. He told the researcher that taste and price are important to him. Which method did the researcher use to obtain this information from Chaz? A. direct B. indirect C. projective D. perceptual mapping E. word association

A. direct

Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets? A. disrupt strategy B. maintenance strategy C. capture strategy D. preference strategy E. All of these choices are correct.

A. disrupt strategy

Exploding demand and short product life-spans for high-tech gadgets such as mobile phones, personal computers, and various other personal electronic devices is creating growing concerns over A. e-waste. B. poisonous waste. C. hazardous waste. D. reusable waste. E. recyclable waste.

A. e-waste.

Thomas is aware of several different brands of electric shavers, but he is only considering seriously three different brands. These three brands that Thomas is evaluating represent his A. evoked set. B. evaluative criteria. C. alternative set. D. preferred set. E. awareness set.

A. evoked set.

Very high levels of purchase involvement tend to produce A. extended decision making. B. nominal decision making. C. affective decision making. D. limited decision making. E. None of these choices are correct.

A. extended decision making.

Research shows that the most important search-related use of the Internet is A. finding information. B. getting news. C. buying a product. D. using e-mail. E. checking the weather.

A. finding information.

Campbell's soup used several advertising campaigns that stressed the benefits of soup in general. For example, one tagline used was "Soup is good food," and another was "Never underestimate the power of soup." Which type of problem recognition was Campbell's attempting to stimulate? A. generic problem recognition B. selective problem recognition C. active problem recognition D. inactive problem recognition E. primary problem recognition

A. generic problem recognition

Two basic approaches to causing problem recognition are A. generic problem recognition and selective problem recognition. B. active problem recognition and inactive problem recognition. C. actual problem recognition and desired problem recognition. D. perceived problem recognition and objective problem recognition. E. primary problem recognition and secondary problem recognition.

A. generic problem recognition and selective problem recognition.

Nominal decision making is sometimes referred to as A. habitual decision making. B. routine decision making. C. simple decision making. D. automatic decision making. E. default decision making.

A. habitual decision making.

What are the two dimensions to performance for products? A. instrumental and symbolic B. latent and manifest C. immediate and delayed D. direct and indirect E. consummatory and instrumental

A. instrumental and symbolic

Hannah asked her mother to buy her a certain brand of athletic shoes because that's what all the other kids are wearing at school and she wants to fit in. For Hannah, which type of motive is most likely underlying her request for that specific brand? A. instrumental motive B. affective motive C. cognitive motive D. consummatory motive E. personal motive

A. instrumental motive

Nakeisha wants to purchase some new make-up, but she wants something different from what she is currently using. Since she has experience with this product, she just thinks of the other products she has tried and decides to purchase one of those. Which type of information search has Nakeisha performed? A. internal search B. external search C. primary search D. secondary search E. evoked search

A. internal search

Which marketing strategies are appropriate for nominal decision making? A. maintenance strategy and disrupt strategy B. capture strategy and intercept strategy C. preference strategy and acceptance strategy D. maintenance strategy and intercept strategy E. capture strategy and acceptance strategy

A. maintenance strategy and disrupt strategy

The number of alternatives, price range, store distribution, and information availability are examples of which factor that influences the expected benefits and perceived costs of search? A. market characteristics B. product characteristics C. consumer characteristics D. situation characteristics E. technological characteristics

A. market characteristics

Karen is going to the mall to purchase new shoes. Based on her prior experience with Nine West and her positive attitude toward them, she plans on looking at the Nine West store first. Her decision to visit the Nine West store is based on which source of information? A. memory B. personal sources C. independent sources D. marketing sources E. external sources

A. memory

Selecting the optimal alternative, minimizing the decision effort, and maximizing the ease with which a decision can be justified are examples of consumer A. metagoals. B. rational goals. C. evoked goals. D. affective goals. E. primary goals.

A. metagoals.

Which type of consumer decision making only includes the stages of problem recognition, limited internal information search, purchase, and limited postpurchase behavior? A. nominal decision making B. normal decision making C. limited decision making D. extended decision making E. simple decision making

A. nominal decision making

Gail was participating in a market research study, and she was given 20 pairs of brands of shampoo and asked to indicate which pair is most similar, which is second most similar, and so forth until all pairs were ranked. Which type of indirect measurement technique used to assess Gail's evaluative criteria does this represent? A. perceptual mapping B. conjoint analysis C. evaluative mapping D. regression analysis E. factor analysis

A. perceptual mapping

Marketing efforts focused on a firm's current customers are generally termed A. relationship marketing. B. internal marketing. C. personal marketing. D. formal marketing. E. acquisition marketing.

A. relationship marketing.

Marriott Rewards customers earn points whenever they stay at any Marriott property. Louis is in this program, and he travels quite a bit because he works in sales. He usually stays at a Courtyard by Marriott, and when he walks into the lobby there is a sign by the desk welcoming him by name as well as other Marriott Rewards customers who might be staying there. This ongoing relationship between Louis and Marriott is an example of A. relationship marketing. B. internal marketing. C. personal marketing. D. formal marketing. E. acquisition marketing.

A. relationship marketing.

When perceptions of product performance match expectations that are at or above the minimum performance level, __________ generally results. A. satisfaction B. dissatisfaction C. nonsatisfaction D. elation E. surprise

A. satisfaction

Andrew is considering the purchase of a portable e-reader. He is comparing alternatives on the basis of screen size, battery life, and price. Andrew is using which type of evaluative criteria? A. tangible B. intangible C. primary D. secondary E. instrumental

A. tangible

Cost and performance features are examples of which type of evaluative criteria? A. tangible B. intangible C. primary D. secondary E. instrumental

A. tangible

Which of the following is probably the most important situational variable with respect to search behavior? A. temporal perspective B. task definition C. physical surroundings D. antecedent state E. social surrounding

A. temporal perspective

James likes to eat a strawberry Pop-Tart for breakfast before school. After about two weeks of this, he starts to get bored with that and switches to waffles. James is displaying which type of behavior? A. variety-seeking B. brand-switching C. entertainment D. limited search E. extended search

A. variety-seeking

Which of the following is true regarding word-of-mouth (WOM)? A. WOM is a minor factor in consumer behavior. B. Consumers trust WOM more than many other sources. C. Satisfaction yields more WOM than does dissatisfaction. D. Consumers do not give WOM much merit, especially negative WOM. E. Marketers are not concerned about WOM.

B. Consumers trust WOM more than many other sources.

Rebecca is a single woman in her 40s. She sold her Honda Civic and bought an Acura RLX, which is considerably more expensive. She was going to her brother's house with her mother, and she asked her mother to drive in her car instead of Rebecca's new one. She didn't want her brother to see that she had purchased an expensive car for herself. Rebecca was experiencing A. postpurchase anxiety. B. consumption guilt. C. consumption anxiety. D. postpurchase dissonance. E. consumption dissonance.

B. consumption guilt.

Which of the following statements is false regarding problem recognition? A. Problem recognition is the first stage in the consumer decision process. B. Only when the desired state is greater than the actual state will a problem exist. C. 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. D. Without recognition of a problem, there is no need for a decision. E. All of these choices are true regarding problem recognition.

B. Only when the desired state is greater than the actual state will a problem exist.

__________ is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process? A. Alternative evaluation B. Problem recognition C. Information search D. Purchase E. Postpurchase evaluation

B. Problem recognition

Which of the following statements is false regarding information search? A. The amount of search depends on purchase involvement. B. Searching for information is free. C. Information search involves mental as well as physical activities that consumers must perform. D. The initial search generally produces a set of guides or decision restraints. E. Search has benefits such as finding a lower price or getter higher quality.

B. Searching for information is free.

Which of the following is not an appropriate condition to attempt to influence generic problem recognition? A. It is early in the product life cycle. B. The firm has a small percentage of the market. C. External search after problem recognition is apt to be limited. D. It is an industry-wide cooperative effort. E. All of these choices are appropriate conditions to attempt to influence generic problem recognition.

B. The firm has a small percentage of the market.

Which of the following is true regarding postpurchase dissonance? A. All consumer purchase decisions are followed by postpurchase dissonance of some sort. B. The importance of the decision to the consumer is one factor that influences the probability and magnitude of postpurchase dissonance. C. The individual's tendency to experience anxiety is not related to postpurchase dissonance. D. The easier it is to alter the decision, the more likely postpurchase dissonance will be. E. Nominal decision making usually results in the greatest magnitude of postpurchase dissonance.

B. The importance of the decision to the consumer is one factor that influences the probability and magnitude of postpurchase dissonance.

Procter & Gamble is the manufacturer of Pampers diapers. At one time, the price of a typical package of diapers was relatively high (i.e., over $12 a package). Due to the threat of store brands stealing market share because of their lower price, P&G decided to lower the price for Pampers. While most consumers noticed the price reduction because P&G promoted that fact, what most of them did not notice was that the number of diapers per package also decreased. However, the reduction was only one or two diapers per package. Which of the following best explains why consumers did not notice the reduction in the quantity? A. Number of diapers per package was not important to consumers. B. The reduction in the quantity did not reach the level of a just noticeable difference. C. Price is more important than quantity to consumers. D. Consumers are price conscious for this product category. E. Consumers are brand loyal.

B. The reduction in the quantity did not reach the level of a just noticeable difference.

Which of the following is an example of a federal law passed to facilitate direct comparisons among alternatives? A. Telephone Consumer Protection Act B. Truth In Lending Act C. Federal Trade Commission Act D. Wheeler-Lea Amendment E. Just Noticeable Difference law

B. Truth In Lending Act

Emma noticed that she was almost out of gas, so she pulled into the nearest gas station and filled up her tank. Emma's decision on which gas to purchase is characterized by A. a high level of cognitive processing. B. a low level of purchase involvement. C. limited decision making. D. extended decision making. E. a high level of affective processing.

B. a low level of purchase involvement.

Which marketing strategy is similar to preference strategy but is complicated by the fact that the target market is not seeking information about the brand? A. capture strategy B. acceptance strategy C. maintenance strategy D. intercept strategy E. disrupt strategy

B. acceptance strategy

Which demographic factors still have the most influence on U.S. adult Internet usage? A. gender, ethnicity, age B. age, income, education C. age, ethnicity, gender D. income, gender, generations E. education, generations, gender

B. age, income, education

Bobbie bought a Dell computer because her brother has one, and he seems to be satisfied with it. She did not compare any other computers when making this choice. Which type of choice process did Bobbie use? A. affective choice B. attitude-based choice C. rational choice D. attribute-based choice E. instrumental choice

B. attitude-based choice

For which type of firm has research shown that reducing the number of customers who leave by 5 percent resulted in the highest percentage increase in average profits per customer? A. auto services B. branch banks C. insurance brokerage D. industrial laundry E. credit insurance

B. branch banks

A new brand of peanut butter cookies includes Hershey's Kisses chocolates on top. Which of the following is this new brand using in an attempt to gain from the quality associated with Hershey's chocolate? A. blind test B. brand alliance C. two-sided message D. conjoint alliance E. conjunctive alliance

B. brand alliance

Which marketing strategies are appropriate for limited decision making? A. maintenance strategy and disrupt strategy B. capture strategy and intercept strategy C. preference strategy and acceptance strategy D. maintenance strategy and intercept strategy E. capture strategy and acceptance strategy

B. capture strategy and intercept strategy

Jon purchased an antique watch on eBay from another consumer. Which type of sale is this known as? A. direct-to-consumer sale B. consumer-to-consumer sale C. personal sale D. private sale E. electronically-mediated sale

B. consumer-to-consumer sale

Negative emotions or guilt feelings aroused by the use of a product or a service are referred to as A. postpurchase anxiety. B. consumption guilt. C. consumption anxiety. D. postpurchase dissonance. E. consumption dissonance.

B. consumption guilt.

Hailey purchased furniture for her living room and spent quite a bit of money. After she purchased it, she started regretting that she spent so much and she wasn't sure she liked the furniture. To make herself feel better, she told herself that the other furniture she was considering really wasn't that good and probably would not last as long as the furniture she ended up purchasing. Which of the following is Hailey using to reduce her postpurchase dissonance? A. increasing the desirability of the brand purchased. B. decreasing the desirability of rejected alternatives. C. decreasing the importance of the purchase decision. D. reversing the purchase decision. E. increasing the importance of the purchase decision.

B. decreasing the desirability of rejected alternatives.

Which decision rule 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? A. conjunctive B. disjunctive C. lexicographic D. elimination-by-aspects E. compensatory

B. disjunctive

A brand whose perceived performance falls below expectations generally produces A. satisfaction. B. dissatisfaction. C. nonsatisfaction. D. elation. E. fear.

B. dissatisfaction.

Which of the following is not a subcategory of the awareness set? A. evoked set B. evaluation set C. inert set D. inept set E. All of these choices are subcategories of the awareness set.

B. evaluation set

Nathan is purchasing a new computer, so he asks his friends and family for help in selecting one. He also has searched the Internet and visited the Dell, Gateway, and Apple websites and has consulted Consumer Reports. Nathan is conducting which type of information search? A. internal search B. external search C. primary search D. secondary search E. evoked search

B. external search

Bob is searching the Internet for information on digital cameras, so he types in the words "digital camera" in Google. Which type of search is Bob conducting? A. brand only B. generic C. brand-item D. retail E. price-related

B. generic

Research has shown that most of the online search leading up to a purchase was A. brand only. B. generic. C. brand-item. D. retail. E. price-related.

B. generic.

Which measurement technique used to assess consumers' evaluative criteria assumes consumers will not or cannot state their evaluative criteria? A. direct B. indirect C. primary D. secondary E. differential

B. indirect

Samantha is purchasing a new car. She knows she should compare alternatives on the basis of cost and performance features, but she can't help but consider the styling and the color. She also wants a car that will make her look "cool" and feel special when she's driving it. Styling, color, and how the car will make her feel are examples of __________ evaluative criteria. A. tangible B. intangible C. primary D. secondary E. consummatory

B. intangible

Rudy is a product category manager for a major consumer packaged goods manufacturer. Part of his job requires that he analyze a given product category and logically determine where improvements could be made. Rudy has determined several consumer problems this way. Which of the following best describes how Rudy uncovers consumer problems? A. activity analysis B. intuition C. product analysis D. problem analysis E. qualitative research

B. intuition

Marla is bored with her cell phone. She wants to purchase a new one that has cool ring tones and can take pictures and video. She's not going to conduct a big search for a new phone as she's just going to consider a few others. Which type of decision making is this? A. nominal decision making B. limited decision making C. extensive decision making D. extended decision making E. truncated decision making

B. limited decision making

Wendy was in Walmart and noticed a display with baking items collected together and a little pad with recipes to tear off. She looked at the recipe and decided that this would make a nice dessert for Thanksgiving, so she purchased the products that were conveniently located on the display. Which type of decision making did Wendy undertake? A. automatic decision making B. limited decision making C. nominal decision making D. extended decision making E. truncated decision making

B. limited decision making

Which type of consumer decision making includes only a limited internal information search and no external search for information? A. routine decision making B. nominal decision making C. extended decision making D. simple decision making E. limited decision making

B. nominal decision making

Barry is always searching information about wine. He reads Wine Spectator every month, has several books related to wine, visits wine-related websites frequently, and has visited several wine regions throughout the world. While he purchases wine frequently, he does not conduct this information search for just that reason. He just enjoys learning about wine. For Barry, his search for information about wine is a(n) A. internal search. B. ongoing search. C. eternal search. D. continuous search. E. perpetual search.

B. ongoing search.

Friends, family, and others are examples of which source of information? A. memory B. personal sources C. independent sources D. marketing sources E. experiential sources

B. personal sources

Carla continued to search for information on cars even after she purchased one. She would go over her decision in her head, and pay attention to ads that featured the car she bought. She was also noticing how many other people drove her model of car, which made her feel more confident that she made a wise decision. Carla is attempting to reduce A. consumption guilt. B. postpurchase dissonance. C. postpurchase shame. D. postpurchase fear. E. consumption anxiety.

B. postpurchase dissonance.

Extended decision making with the brand in the evoked set requires which marketing strategy? A. capture strategy B. preference strategy C. intercept strategy D. maintenance strategy E. disrupt strategy

B. preference strategy

What is the first stage of the consumer decision process? A. information search B. problem recognition C. alternative evaluation D. purchase E. postpurchase behavior

B. problem recognition

Many elderly consumers have problems with arthritis. This painful condition makes it almost impossible for them to open jars or medicine containers because the joints in their fingers are so stiff. Which type of consumer problem is this? A. latent B. manifest C. active D. inactive E. blatant

C. active

A manufacturer of a digital music player asked several consumers the problems associated with using these types of products. Several consumers said that they had trouble downloading music onto their computers and then onto their music players. Which approach to problem recognition is this marketer using? A. activity analysis B. product analysis C. problem analysis D. human factors research E. emotion research

B. product analysis

Simon was dissatisfied with the meal and service he received at a restaurant, so he complained. The manager came out and was arrogant to Simon, and Simon felt like he was trying to blame him for the bad experience he had by saying he was too picky. Simon vowed never to eat at that restaurant again. Which reason for changing providers does this represent? A. involuntary switching B. responses to service failures C. pricing D. attraction by competitors E. ethical problems

B. responses to service failures

Canon markets digital cameras and is aware that consumers search for information concerning this product on the Internet using one of the several search engines (e.g., Google). To ensure that Canon appears on the first page of results, this company pays the search engine to become a sponsored link when consumers search the key words "digital camera." This is an illustration of A. market segmentation. B. search engine optimization. C. spam. D. blogging. E. behavioral targeting.

B. search engine optimization.

An advertisement for Topol toothpaste, which is targeted at smokers and coffee and wine drinkers, stresses how this is the only brand that can remove the stains associated with these consumption behaviors. Which type of problem recognition is this marketer attempting to stimulate? A. generic problem recognition B. selective problem recognition C. active problem recognition D. inactive problem recognition E. primary problem recognition

B. selective problem recognition

Which problem recognition involves a discrepancy that only one brand can solve? A. generic problem recognition B. selective problem recognition C. active problem recognition D. inactive problem recognition E. primary problem recognition

B. selective problem recognition

Which of the following is the most widely used technique for measuring consumers' judgments of brand performance on specific attributes? A. rank ordering scales B. semantic differential scales C. constant sum scales D. Likert scales E. nominal scales

B. semantic differential scales

Service employees that are uncaring, impolite, unresponsive, or unknowledgeable will cause consumers to switch providers for which reason? A. core service failure B. service encounter failure C. pricing D. attraction by competitors E. ethical problems

B. service encounter failure

Amelia wanted to purchase a nice watch for her husband, but she was overwhelmed by the amount of information available on the Internet for this product. She visited one website that offered a service that would do the searching and comparisons for her, so she decided to use it. The service Amelia used is referred to as a(n) A. minimizer. B. shopping bot. C. search engine. D. personal data assistant. E. Internet organizer.

B. shopping bot.

Consumers' general approaches or patterns of external search are termed A. social status. B. shopping orientations. C. involvement. D. motives. E. differentials.

B. shopping orientations.

Sandy uses online banking, and her bank charges her $4.99 per month. However, she has seen ads for a competing bank offering free online banking services. She'd like to switch, but she realized that it might be difficult to do since she has several of her bill payments set up as automatic debits. The cost of changing to another bank represents Sandy's A. incurred costs. B. switching costs. C. effort costs. D. balancing costs. E. committed costs.

B. switching costs.

Which of the following statements is true regarding consumer choice processes? A. Attitude-based choices require the knowledge of specific attributes at the time the choice is made. B. The greater the motivation to make an optimal decision, the more likely an attitude-based choice will be made. C. Motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made. D. Consumers do not use attitude-based choices for important products. E. Attitude-based choices require the comparison of each specific attribute across all brands considered.

C. Motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made.

__________ refers to the fact that repeat and particularly committed customers tend to buy the brand consistently rather than waiting for a sale or continually negotiating price. A. Acquisition cost B. Referral C. Price premium D. Price indifferent E. Price insensitive

C. Price premium

Which of the following is false regarding committed customers? A. They are unlikely to consider additional information when making a purchase. B. They are resistant to competitors' marketing efforts. C. They are less likely to forgive an occasional product or service failure. D. They are likely to be a source of positive word-of-mouth. E. They are more profitable to the firm than mere repeat purchasers.

C. They are less likely to forgive an occasional product or service failure.

Bessie is at the grocery store and is trying to remember some of the things she needs to buy. She is in the cleaning products aisle looking at the floor cleaning products. She's pretty sure she has another bottle left at home, so she doesn't purchase another. Bessie's perception of her current situation regarding this product reflects her A. current state. B. desired state. C. actual state. D. self-concept. E. self-assessment.

C. actual state.

The famous Pepsi challenge had consumers taste two brands of cola without letting them know the brand name of either. Which type of test is this? A. surrogate tests B. generic tests C. blind tests D. primary tests E. perceptual tests

C. blind tests

Duane is of average intelligence, and like most consumers, he cannot compare too many alternatives at one time. This limited capacity for processing information is known as A. working memory B. bounded memory C. bounded rationality D. bounded processing E. finite processing

C. bounded rationality

The percentage who click through a banner ad to the corporate website is known as A. response rate. B. turnover rate. C. click-through rate. D. rating. E. hits.

C. click-through rate.

Pam and her friends ate at a new Italian restaurant, and the food, service, and ambiance exceeded their expectations. They all decided that this was the only Italian restaurant they will ever go to again in their town. This is an illustration of A. nonsatisfaction. B. extended decision making. C. commitment. D. relationship marketing. E. customer value.

C. commitment.

Which of the following is not a type of consumer decision making discussed in your text? A. nominal decision making B. extended decision making C. complex decision making D. limited decision making E. All of these choices are types of decision making.

C. complex decision making

Which of the following is the most common method of direct measurement of the relative importance of consumers' evaluative criteria? A. noncomparative rating scales B. semantic differential scales C. constant sum scales D. Likert scales E. nominal scales

C. constant sum scales

Experience, familiarity, social status, shopping orientation and product involvement are examples of which factor that influences the expected benefits and perceived costs of search? A. market characteristics B. product characteristics C. consumer characteristics D. situation characteristics E. personality traits

C. consumer characteristics

Every time Hannah buys a sandwich at Super Subs, she gets a stamp on a card. Once she has 10 stamps, she'll get a free sandwich. This is an example of a(n) A. sandwich stamp program. B. acquisition program. C. customer loyalty program. D. tie-in program. E. overlay program.

C. customer loyalty program.

To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement? A. primary and secondary B. manifest and latent C. direct and indirect D. immediate and delayed E. nominal and interval

C. direct and indirect

Carl and his family purchased a new home, and the builder left half empty paint cans in the garage. Carl doesn't know what to do with them because he cannot put them out in the regular trash. Carl is concerned with which of the following with regard to the paint? A. purchase B. use C. disposition D. consumption E. product nonuse

C. disposition

The Smith's oldest daughter, Olivia, is a senior in high school. She has all "A's" and scored a 34 on the ACT. She is president of the debate team and the national honor society as well as a member of the cheerleading squad. Olivia wants to attend medical school, so both she and her parents are very concerned about which undergraduate school she attends. They have spent countless hours on the Internet examining universities, and they have already visited five campuses. For Olivia and her parents, which type of decision making does this represent? A. limited decision making B. nominal decision making C. extended decision making D. complex decision making E. complete decision making

C. extended decision making

Which type of consumer decision making involves the evaluation of many attributes and alternatives and employs complex decision rules? A. routine decision making B. nominal decision making C. extended decision making D. simple decision making E. limited decision making

C. extended decision making

Consumers conducting a generic search in an Internet search engine use which type of terms? A. retailer-related terms B. brand-related terms C. general product-related terms D. brand- plus product-related terms E. price-related terms

C. general product-related terms

Jon needed to purchase new tires for his SUV. He consulted Consumer Reports to see how the various brands were rated. Jon consulted which type of information source? A. memory B. personal sources C. independent sources D. marketing sources E. experiential sources

C. independent sources

Darcy is considering the purchase of living room furniture. While there are several national-chain furniture stores in her city, she is not considering Haverty's because she's purchased furniture from this store before and has been dissatisfied. For Darcy, this furniture retailer is included in her A. evoked set. B. consideration set. C. inept set. D. excluded set. E. inert set.

C. inept set.

Leon is concerned with the reliability and durability of laptop computers he is considering purchasing. This represents which dimension of product performance? A. affective B. direct C. instrumental D. symbolic E. consummatory

C. instrumental

Which of the following is not a type of consumer choice process? A. affective choice B. attitude-based choice C. irrational choice D. affective choice and attitude-based choice E. All of these choices are types of consumer choice processes.

C. irrational choice

Which 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? A. conjunctive B. disjunctive C. lexicographic D. elimination-by-aspects E. compensatory

C. lexicographic

Which type of decision making involves internal and external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation? A. nominal decision making B. routine decision making C. limited decision making D. partial decision making E. extended decision making

C. limited decision making

Susan actually knows quite a bit about some product categories that she doesn't actively seek out information concerning and doesn't even own. Which of the following is the most likely means by which she obtained this information? A. past searches B. personal experience C. low-involvement learning D. experiential sources E. high-involvement learning

C. low-involvement learning

Coca-Cola has a large brand-loyal purchaser segment. Which marketing strategy is appropriate for this brand? A. capture strategy B. acceptance strategy C. maintenance strategy D. preference strategy E. disrupt strategy

C. maintenance strategy

If, in response to a problem, a consumer recalls a single, satisfactory solution, no further information search or evaluation may occur. The consumer purchases the recalled brand and __________ has occurred. A. automatic decision making B. limited decision making C. nominal decision making D. extended decision making E. truncated decision making

C. nominal decision making

Rod wasn't expecting much from the painters that came to his house. True to form, they did not do a good job and confirmed his low-performance expectations. Rod is most likely experiencing A. satisfaction. B. dissatisfaction. C. nonsatisfaction. D. elation. E. anger.

C. nonsatisfaction.

All except which of the following nonmarketing factors affect consumers' desired state? A. reference group B. household characteristics C. normal depletion D. financial status/expectations E. culture

C. normal depletion

Connie just purchased her first new car, and she's actually feeling a little bad about it. She's concerned about how much money she spent and how long she will be making car payments. She's not sure she made the right choice, either. She liked another car a little better, but ended up purchasing another model. Connie is experiencing A. postpurchase worry. B. postpurchase guilt. C. postpurchase dissonance. D. postpurchase shame. E. postpurchase fear.

C. postpurchase dissonance.

Doubt or anxiety regarding a purchase a consumer has made is known as A. postpurchase worry. B. postpurchase guilt. C. postpurchase dissonance. D. postpurchase shame. E. postpurchase fear.

C. postpurchase dissonance.

Which marketing strategies are appropriate for extended decision making? A. maintenance strategy and disrupt strategy B. capture strategy and intercept strategy C. preference strategy and acceptance strategy D. maintenance strategy and intercept strategy E. capture strategy and acceptance strategy

C. preference strategy and acceptance strategy

A food manufacturer asked a group of working mothers to think about the problem of serving nutritious meals to their families given their time constraints and to indicate what activities, products, or brands are associated with or perhaps could eliminate those problems. This manufacturer is using which approach to problem recognition? A. activity analysis B. product analysis C. problem analysis D. human factors research E. emotion research

C. problem analysis

Feature and quality variations across brands are referred to as A. product positioning. B. brand leverage. C. product differentiation. D. market segmentation. E. market characteristics.

C. product differentiation.

Which of the following is a nonmarketing factor affecting consumers' actual state? A. social status B. household characteristics C. product/brand performance D. motives E. culture

C. product/brand performance

Gwen is an elderly lady and is participating in a market research study. The researcher asked her to describe the criteria someone who needs adult diapers might use to evaluate alternatives. The researcher was not asking Gwen what criteria she would use, but rather, the criteria Gwen thinks someone else would use. Which type of technique is this known as? A. tangible technique B. intangible technique C. projective technique D. perceptual mapping E. conjoint analysis

C. projective technique

The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is known as A. personal involvement. B. product involvement. C. purchase involvement. D. enduring involvement. E. activated involvement.

C. purchase involvement.

Which of the following is not an alternative if a consumer decides to retain a product's package? A. store it B. use it for original purpose C. recycle it D. use it for a new purpose E. All of these choices are alternatives in this situation.

C. recycle it

Kevin buys the same brand of clothing all the time. He continues to buy it because it fits him well and the price is right, but he does not have an emotional attachment to it. Kevin is an example of a(n) A. trapped purchaser. B. committed customer. C. repeat purchaser. D. nonsatisfied customer. E. indifferent purchaser.

C. repeat purchaser.

Marketing strategies to deal with choice overload include A. increasing the number of product assortments. B. selecting alternatives that have little meaningful differences. C. subscription decision services such as e-tailer Stich Fix. D. increasing the square footage in brick and mortar stores. E. None of these choices are correct.

C. subscription decision services such as e-tailer Stich Fix.

An attribute used to stand for or indicate another attribute is known as a A. determinant attribute. B. substitute indicator. C. surrogate indicator. D. secondary indicator. E. proxy.

C. surrogate indicator.

The level of one's desire to resolve a particular problem depends on which factors? A. the consumer's perception of his or her actual state and the desired state B. the length of time required to make a decision and the level of purchase involvement C. the magnitude of the discrepancy between the desired and actual states and the relative importance of the problem D. the degree of brand loyalty and the amount of time required to make a decision E. the direction of the discrepancy between the desired and actual states and the relative importance of the purchase

C. the magnitude of the discrepancy between the desired and actual states and the relative importance of the problem

Which disposition alternative is the most widely used by consumers? A. trade in B. recycle C. throw away D. give away E. sell

C. throw away

To which set do alternatives the consumer does not know about belong? A. inert set B. inept set C. unawareness set D. unknown set E. evoked set

C. unawareness set

The external ice cube chute on Cade's refrigerator door was not working properly. She could hear the ice falling into the chute, but nothing would come out. She looked inside and realized there was a solid block of ice clogging the chute, and she couldn't get it loose. Cade decided to use a hair dryer to melt the ice, and it worked. Cade's using a hair dryer in a new way represents A. counterfactual thinking. B. prefactual thinking. C. use innovativeness. D. usage expansion. E. extended use thinking.

C. use innovativeness.

Using WD-40 as an additive to fish bait is an example of A. counterfeit thinking. B. prefactual thinking. C. use innovativeness. D. usage expansion. E. extended use thinking.

C. use innovativeness.

The second screen refers to A. watching streaming video on a mobile device B. surfing the Internet C. watching TV while interacting with another mobile device D. local mobile search E. All of these choices are correct.

C. watching TV while interacting with another mobile device

Ronald is dissatisfied with a product he has bought. What is the first decision Ronald will make with regard to his dissatisfying situation? A. whether to complain to the store or to the manufacturer B. whether or not to stop buying that brand C. whether or not to take any external action D. whether or not to initiate legal action E. whether or not to complain to a government agency

C. whether or not to take any external action

Even if a dissatisfied consumer takes no external action, which of the following is likely? A. will engage in negative work-of-mouth B. will stop buying that brand C. will have a less favorable attitude toward the store or brand D. will stop buying at that store E. All of these choices are correct.

C. will have a less favorable attitude toward the store or brand

What has research revealed regarding consumers' variety-seeking behavior? A. Once a consumer tries another brand, there is a high probably that he or she will not return to the previous brand. B. Consumers usually switch to options within the same brand. C. Consumers are unwilling to switch to options within the brand. D. Consumers are more likely to become bored on sensory attributes such as taste. E. Consumers are more likely to become bored with nonsensory attributes such as brand name.

D. Consumers are more likely to become bored on sensory attributes such as taste.

Given the following information, which of the following Blu-Ray DVD players would be chosen using the elimination-by-aspects decision rule? PERFORMANCE Rank Cutoff Point Sanyo Sony Pioneer Price 1 4 3 5 4 Quality 2 4 4 5 4 Style 3 3 5 5 3 A. Sony B. Sanyo C. Pioneer D. Sony and Pioneer would be considered further. E. None of these choices are correct.

D. Sony and Pioneer would be considered further.

The manager of a bank branch is concerned about the number of mistakes the tellers were making, so he started manipulating different aspects of the environment in the bank to see what effect each has on the tellers' performance. He examined factors such as the lighting, temperature, and the volume of the music playing in the bank. Which approach to problem recognition is this manager using? A. activity analysis B. product analysis C. problem analysis D. human factors research E. emotion research

D. human factors research

Which of the following is false regarding the way in which 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 consumer to sell, trade, or give away used products results in a large used-product market that can reduce the market for new products. D. The United States is a completely throwaway society, and consumers are willing to purchase new products without concern for waste. E. Environmentally sound disposition decisions benefit society as a whole and thus the firms that are part of that society.

D. The United States is a completely throwaway society, and consumers are willing to purchase new products without concern for waste.

What are the types of consumer problems? A. latent and manifest B. primary and secondary C. low involvement and high involvement D. active and inactive E. actual and perceived

D. active and inactive

Joseph is considering the purchase of a computer, and he is comparing brands on the basis of price, memory, speed, and reliability. He mentally ranks each alternative on these attributes and makes a selection based on these rankings. Joseph is using which type of choice process? A. affective choice B. attitude-based choice C. rational choice D. attribute-based choice E. instrumental choice

D. attribute-based choice

Brad was out of soft drinks in his dorm room, so he went to the store and purchased Coke. This is the brand he always buys, and he would not even consider purchasing another brand. Which type of nominal decision does this illustrate? A. routine decision B. repeat purchase decision C. primary decision D. brand loyal decision E. low visibility decision

D. brand loyal decision

Which type of customer has an emotional attachment to the brand or firm? A. repeat purchaser B. satisfied buyer C. total buyer D. committed customer E. affective customer

D. committed customer

George has used the same company for his car and home insurance for over 20 years. Any claim he has made has been handled fairly and quickly. A major hurricane came through his area causing many individuals, including George, and business owners to lose everything. While he was hearing about so many insurance claim nightmares, he knew his company would come through because he trusts this company. George is an example of a(n) A. repeat purchaser. B. satisfied buyer. C. total buyer. D. committed customer. E. affective customer.

D. committed customer.

Jamie was participating in a market research study regarding computers when he was presented with 24 different computers that varied on four criteria. He was asked to rank all 24 descriptions in terms of his preference for those combinations of features. Which approach to assess the relative importance Jamie places on evaluative criteria was this research using? A. perceptual mapping B. regression analysis C. factor analysis D. conjoint analysis E. cluster analysis

D. conjoint analysis

Which of the following is the most popular indirect measurement approach to measuring the relative importance of consumers' evaluative criteria? A. perceptual mapping B. regression analysis C. factor analysis D. conjoint analysis E. cluster analysis

D. conjoint analysis

Pamela likes to sew because it relaxes her. To her, it's like therapy. For Pamela, sewing represents which type of motive? A. instrumental motive B. affective motive C. cognitive motive D. consummatory motive E. personal motive

D. consummatory motive

Candace is on a diet and wants to lose 10 pounds. She wants to be thin right now, which represents her A. actual state. B. ideal state. C. healthy state. D. desired state. E. future state.

D. desired state.

Miles is considering the purchase of a new car. Price is the most important criterion for him, and he will only consider those models that do not exceed $25,000. Since several models satisfy this criterion, he then considers how each alternative performs with respect to gas mileage, and he will not consider any that get less than 20 miles per gallon in the city. Which decision rule is Miles using? A. conjunctive B. disjunctive C. lexicographic D. elimination-by-aspects E. compensatory

D. elimination-by-aspects

Freddy is purchasing a new car, and he has decided that gas mileage, price, reliability, and styling are important to him. These attributes represent Freddy's A. evoked set. B. evoked criteria. C. consideration criteria. D. evaluative criteria. E. evaluative set.

D. evaluative criteria.

Nancy usually considers price and quality when she has to make a major purchase, such as an appliance or an automobile. These two features represent Nancy's A. alternatives. B. choices. C. heuristics. D. evaluative criteria. E. motives.

D. evaluative criteria.

Eric was in the store and started looking at riding lawn mowers. He didn't come to this store for the purpose of purchasing one, but he started considering it once he was there. However, he did not purchase one on that trip. Instead he went to other stores to look at their mowers, he asked his neighbor and his brother-in-law about their mowers, and he searched the Internet before he decided on the brand to purchase. Which type of decision making did Eric undertake? A. automatic decision making B. limited decision making C. nominal decision making D. extended decision making E. truncated decision making

D. extended decision making

Savannah works at the front desk at a Marriott Hotel. If a guest has a complaint, she is empowered to make amends up to a certain amount without her supervisor's approval. Savannah is known as a A. decision maker. B. key employee. C. consumer-level employee. D. frontline employee. E. primary employee.

D. frontline employee.

With the information provided by perceptual mapping the marketer can determine all of the following except A. how the position of brands changes in response to marketing efforts. B. how different brands are positioned according to evaluative criteria. C. how to position new brands using evaluative criteria. D. how consumers will trade one evaluative criteria for another. E. All of these choices are correct.

D. how consumers will trade one evaluative criteria for another.

Which of the following is not a possible outcome once a consumer is satisfied? A. committed customer B. discontinued use C. repeat purchases D. increased use E. All of these choices are possible outcomes.

E. All of these choices are possible outcomes.

The Martins' home has potentially unsafe levels of radon, but they have no idea because it is odorless and they have not been feeling any ill effects from it. In fact, several homes have this problem and the owners are not aware of it, and they may never become aware of it unless testing is done. What type of consumer problem is this? A. latent B. manifest C. active D. inactive E. dangerous

D. inactive

Kimberly loves the ham and turkey from the Heavenly Ham store. There is only one store in her town, though, and it is pretty far away. She goes that direction on Saturdays for her daughter's music lesson, but by the time it's over and she's heading home, the store is already closed. Sometimes she brings a cooler and stops there before her daughter's lesson, but most of the time she forgets to bring the cooler. She usually ends up buying lunch meat at the local grocery deli. Which reason for changing providers does this represent? A. involuntary switching B. responses to service failures C. pricing D. inconvenience E. ethical problems

D. inconvenience

Which of the following is not a source of increased customer profitability over time? A. increased sales volume B. lower costs C. referrals D. increased churn E. price premium

D. increased churn

Stephanie and her husband are considering the purchase of a 52" plasma television. They have visited several manufacturers' websites, looked at the ads in the Sunday newspaper, and have spoken with sales people at several electronics stores. Which source of information are they using? A. memory B. personal sources C. independent sources D. marketing sources E. experiential sources

D. marketing sources

Higher perceived risk is associated with A. decreased search prior to purchase. B. more reliance on information from personal sources. C. greater reliance on personal experience. D. more reliance on information from personal sources and greater reliance on personal experience. E. decreased search prior to purchase and greater reliance on personal experience.

D. more reliance on information from personal sources and greater reliance on personal experience.

Failure on a given product or service characteristic often has a stronger effect on consumers than success on that same characteristic. This is known as A. technology bias. B. service design flaw. C. customer failure. D. negativity bias. E. financial failure.

D. negativity bias.

Which of the following are indirect measurement techniques used to determine consumers' evaluative criteria? A. conjoint analysis and factor analysis B. factor analysis and regression analysis C. regression analysis and perceptual mapping D. projective techniques and perceptual mapping E. projective techniques and regression analysis

D. projective techniques and perceptual mapping

All except which of the following nonmarketing factors affect a consumer's actual state? A. past decisions B. normal depletion C. product/brand performance D. reference group E. availability of products

D. reference group

Attribute-based choice requires A. the knowledge of specific attributes at the time the choice is made. B. attribute-by-attribute comparisons across brands. C. summary impressions. D. the knowledge of specific attributes at the time the choice is made and attribute-by-attribute comparisons across brands. E. All of these choices are correct.

D. the knowledge of specific attributes at the time the choice is made and attribute-by-attribute comparisons across brands.

Factors such as information quality, navigation, price, merchandise availability, purchase process, and order tracking are part of which dimension in online satisfaction and dissatisfaction? A. security and privacy B. fulfillment and reliability C. customer service D. website design and interaction E. All of these choices are correct.

D. website design and interaction

If a brand is included in a consumer's evoked set, which marketing strategy is not appropriate? A. maintenance strategy B. intercept strategy C. capture strategy D. preference strategy E. All of these choices are appropriate.

E. All of these choices are appropriate.

Rational choice theory implicitly or explicitly assumes a number of things about consumer choice that are often not true, such as A. consumers seek one optimal solution to a problem and choose on that basis. B. consumers have the skill and motivation to find the optimal choice. C. the optimal solution does not change as a function of situational factors such as time pressure, task definition, or competitive context. D. consumers seek one optimal solution to a problem and choose on that basis and the optimal solution does not change as a function of situational factors such as time pressure, task definition, or competitive context. E. All of these choices are correct.

E. All of these choices are correct.

Which of the following is a noncompensatory decision rule? A. conjunctive B. disjunctive C. lexicographic D. elimination-by-aspects E. All of these choices are correct.

E. All of these choices are correct.

Which of the following is often used as a surrogate indicator of quality? A. price B. advertising intensity C. warranties D. country of origin E. All of these choices are correct.

E. All of these choices are correct.

Which of the following is not a research finding regarding the Internet as an information source? A. Online information is expected. B. Online information boosts offline sales. C. Online sources are viewed as valuable. D. Online sources reduce a salesperson's role. E. Roughly 30% of American adults use a search engine to research a product/service before buying it online.

E. Roughly 30% of American adults use a search engine to research a product/service before buying it online.

Given attribute cutoffs of Price = 5, Quality = 5, and Weight = 4, which of the following would be chosen using the disjunctive decision rule? HP Dell Samsung Price 5 4 4 Quality 3 3 5 Ease of Use 3 3 1 A. HP B. Samsung C. Dell D. Samsung and Dell would be considered further. E. Samsung and HP would be considered further.

E. Samsung and HP would be considered further.

A consumer decision requires information on which of the following? A. The appropriate evaluative criteria for the solution of a problem. B. The existence of various alternative solutions. C. The performance level or characteristic of each alternative solution on each evaluative criterion. D. The appropriate evaluative criteria for the solution of a problem and the existence of various alternative solutions. E. The appropriate evaluative criteria for the solution of a problem, the existence of various alternative solutions, and the performance level or characteristic of each alternative solution on each evaluative criterion.

E. The appropriate evaluative criteria for the solution of a problem, the existence of various alternative solutions, and the performance level or characteristic of each alternative solution on each evaluative criterion.

Expenses associated with advertising, establishing a new account, and mailing catalogs are examples of A. churn. B. opportunity costs. C. switching costs. D. contribution costs. E. acquisition costs.

E. acquisition costs.

Ben is interested in golf, so he visits several golf-related websites, such as the USGA and the PGA. Unbeknownst to him, his surfing behavior is being tracked, and it's no accident that he receives several banner ads for golf products and destinations. This is called A. market segmentation. B. search engine optimization. C. spam. D. blogging. E. behavioral targeting.

E. behavioral targeting.

Which online environment option is a growing source of potential consumer feedback and input? A. surveys B. blogs C. Facebook D. Twitter E. blogs, Facebook, and Twitter

E. blogs, Facebook, and Twitter

Joanne is considering the purchase of a microwave oven and has four evaluative criteria. For each criterion, she has attached an importance weight ("W"), and each brand is evaluated on its performance on that criterion ("B"). Then a rating is calculated by summing the product of the B's and W's on a criterion for each brand, and the brand with the highest overall rating is chosen. Which type of decision rule is Joanne using? A. conjunctive B. disjunctive C. lexicographic D. elimination-by-aspects E. compensatory

E. compensatory

Which marketing strategy is appropriate if the brand is not part of the evoked set and the target market engages in nominal decision making? A. capture strategy B. acceptance strategy C. maintenance strategy D. preference strategy E. disrupt strategy

E. disrupt strategy

Disposition of the product or the product's container may occur __________product use. A. during B. after C. before D. during and after E. during, after, and before

E. during, after, and before

One retailer asked a group of consumers the types of emotions they experience in both positive and negative retail situations. The purpose of this research was to uncover consumer reactions to various situations so that clerks could be trained to respond appropriately. Which approach to problem recognition is this? A. activity analysis B. product analysis C. problem analysis D. human factors research E. emotion research

E. emotion research

Elaine is considering the purchase of a computer and is aware that Toshiba and HP are brands in this product category. However, she is basically indifferent toward them. These two brands represent Elaine's A. evoked set. B. consideration set. C. inept set. D. excluded set. E. inert set.

E. inert set.

One marketer for a brand of shampoo learned through research that consumers in the target market engage in limited decision making but that this marketer's brand is not part of their evoked set. Which marketing strategy is appropriate for this company? A. capture strategy B. acceptance strategy C. maintenance strategy D. preference strategy E. intercept strategy

E. intercept strategy

Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives? A. routine decision making B. nominal decision making C. extended decision making D. simple decision making E. limited decision making

E. limited decision making

Which type of decision making involves recognizing a problem for which there are several possible solutions? A. nominal decision making B. normal decision making C. alternate decision making D. modified decision making E. limited decision making

E. limited decision making

Blake doesn't much care about cars but is engaging in a substantial amount of information search about cars since he is about to buy a new car. In terms of involvement, Blake is A. high in product involvement; low in purchase involvement. B. high in value-expressive involvement; low in product involvement. C. high in product involvement; high in purchase involvement. D. low in product involvement; low in purchase involvement. E. low in product involvement; high in purchase involvement.

E. low in product involvement; high in purchase involvement.

Radian6 is a leader in the field of A. social media measurement. B. focus group moderating. C. product development. D. consumer problem discovery. E. social media measurement and consumer problem discovery.

E. social media measurement and consumer problem discovery.

Which of the following is not a key element of relationship marketing? A. developing a core service or product around which to build a customer relationship B. pricing in a manner to encourage loyalty C. augmenting the core service or product with extra benefits D. marketing to employees so that they will perform well for customers E. standardize the relationship across customers

E. standardize the relationship across customers

Effective quality control and distribution and package inserts that assure the consumer of the wisdom of their purchase are attempts at A. responding to consumer problems. B. helping consumers recognize problems. C. discovering consumer problems. D. diverting consumers' attention away from problems. E. suppressing problem recognition.

E. suppressing problem recognition.

Evaluative criteria can differ on which of the following? A. type B. number C. importance D. type and number E. type, number, and importance

E. type, number, and importance

Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine A. which evaluative criteria are used by the consumer. B. how the consumer perceives the various alternatives on each criterion. C. the relative importance of each criterion. D. which evaluative criteria are used by the consumer and how the consumer perceives the various alternatives on each criterion. E. which evaluative criteria are used by the consumer, how the consumer perceives the various alternatives on each criterion, and the relative importance of each criterion.

E. which evaluative criteria are used by the consumer, how the consumer perceives the various alternatives on each criterion, and the relative importance of each criterion.