MKTG 403: Chapter 4
True or false: Product purchases are solely based on needs.
False
The way consumer attitudes are created and reinforced and the way consumers compare brands in making a purchase are both important subprocesses in the stage.
alternative evaluation
The process and activities that people engage in to satisfy their needs and desires when searching for, purchasing, and using products and services are referred to as
consumer behavior
The process by which individuals acquire the purchase and expenditure knowledge and experience they apply to future related behavior is known as ______.
consumer learning
A subprocess that is considered to be very important during the alternative evaluation stage is the process by which ______.
consumers attitudes are created, reinforced, and changed
The school of reinforcement in which behavior is rewarded but is likely to cease when the reinforcement stops is known as a(n) ______.
continuous reinforcement schedule
The concrete outcomes of product or service usage that are directly experienced by consumers and are real are known as .
functional consequences
When a(n) ______ is used, only some of an individual's responses are rewarded, and learning occurs more slowly but lasts longer.
partial reinforcement schedule
The process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world is known as
perception
According to Abraham Maslow's hierarchy of needs theory, the basic level of primary needs for things required to sustain life, such as food and shelter, is referred to as ______.
physiological needs
True or false: Marketers focus almost exclusively on cultures as a whole because subcultures are too small and not cohesive enough to be useful target markets.
false
After a consumer selects and attends to a stimulus, the perceptual process shifts its focus to ______.
interpreting the incoming information
Symbols, rhymes, associations, and images that assist in the learning and memory process and which help consumers in selective retention are known as ______.
mnemonics
The use of psychoanalytic techniques to determine consumers' purchase behaviors through deep probing into the buyer's inner processing is known as _______ research.
motivation
Models of consumers who view an attitude object, such as a product or brand, as possessing a number of dimensions that provide the basis on which consumers form their attitudes are known as attitude models. (Remember to type only one word in the blank.)
multiattribute
To make their brands part of the evoked set of their target audiences, marketers use advertising to create ______ among consumers.
top-of-mind awareness
True or false: Consumers engaging in selective comprehension often interpret information in a manner that supports their own position.
true
Arrange the five basic levels of human needs in Abraham Maslow's hierarchy of needs theory in the order of their importance, with the most basic need at the top. Position 1 of 5 Self-actualization needs incorrect toggle button unavailable Self-actualization needs
1. Physiological needs 2. Safety needs 3. Social needs 4. Esteem needs 5. Self-actualization needs
Arrange the elements of the selective perception process in the order of their occurrence, with the first element at the top.
1. Selective exposure 2. Selective attention 3. Selective comprehension 4. Selective retention
Stephen, a customer at JuzBuy Inc., is uncertain whether the latest-model LED TV offered by the store is a good value for his money. John, a sales representative at JuzBuy notices how awestruck Stephen is with the model and is able to explain to Stephen the features that make the model a good buy. How does John manage to convince Stephen to buy the TV?
By understanding consumer behavior
Identify an associative process.
Classical conditioning
______ portrays the existing relationship between a stimulus and a response.
Classical conditioning
Identify a cause of problem recognition.
Consumers use their existing supply of a product and must replenish their stock.
______ are more simplified rules than formal rules and are used by consumers to make their purchase decisions.
Heuristics
Identify the theory which postulates five basic levels of human needs based on their importance.
Hierarchy of needs theory
Which of the following are characteristics of the stage of the perceptual process in which the consumer organizes and interprets information? (Check all that apply.)
It is influenced by internal psychological factors. It is very individualized.
Identify the factors that are important for learning to occur through the associative process. (Check all that apply.)
Repetition Contiguity
Perception depends on various internal factors such as ______. (Check all that apply.)
a person's needs and expectations a person's beliefs and experiences a person's mood
True or false: During the __________ stage of consumer decision-making, a consumer increases the number of brands to be reviewed.
alternative evaluation
The consumer demands additional information by engaging in ______ if the internal search lacks enough information.
an external search
An attitude toward a particular brand can be represented as AB=∑i=1nB∑ni=1BiX Ei. In this formula, Bi represents the ______.
beliefs about the brand's performance on attribute i
The concrete outcomes of product or service usage that are directly experienced by consumers and are real are known as
functional consequence
Motivation research in marketing has been criticized for _____.
lacking experimental validation
Abraham Maslow's hierarchy of needs theory states that ______.
lower-level needs must be satisfied before higher-order needs become more meaningful
An individual must actively act on some aspect of the environment for learning to occur in the approach.
operant conditioning
An important element of instrumental conditioning that is the reward or favorable consequence associated with a particular response is known as . (Remember to type only one word in the blank.)
reinforcement
When a consumer chooses to focus on certain stimuli while excluding others, ______ occurs.
selective attention
When consumers choose whether or not to make themselves available to information, ______ occurs.
selective exposure
At the exposure, attention, comprehension, or retention stage of perception, ______ occurs.
selective perception
According to Abraham Maslow's hierarchy of needs theory, the need for self-fulfillment and a desire to realize one's own potential is referred to as the ______.
self-actualization need
The criticism faced by the psychoanalytic theory is that it is ______.
too vague and too reliant on the early development of an individual
A desire for something one does not have is known as a(n)
want
Which of the following are true concerning the role of culture in marketing? (Check all that apply.)
-Cultural norms and values influence the behavior of consumers. -Marketers often find it difficult to account for cultural differences in different markets. -American culture is continually changing in ways that affect advertising.
Identify the next stage to which a consumer moves after acquiring data during the information search stage of the decision process.
Alternative evaluation
Identify a type of reference group used by consumers.
Associative group
Identify a basic approach to consumer learning.
Behavioral approach
Identify the marketing research method which uses face-to-face situations in which an interviewer asks a consumer to talk freely in an unstructured interview using specific questions designed to obtain insights into his or her motives, ideas, or opinions.
In-depth interviews
Identify the model which assumes that consumers have beliefs about specific brand dimensions and attach different levels of importance to these attributes.
Multiattribute attitude model
Identify a factor in which a purchase situation gets involved more directly.
The environment operating at the time of a transaction
Identify a correct statement pertaining to a consumer's evoked set.
The evoked set is generally only a subset of all the brands of which the consumer is aware.
Identify a type of situational determinant that may have an effect on consumer behavior.
The specific usage situation
The complex set of learned meanings, beliefs, standards, and customs shared by members of a society is referred to as .
culture
If an unchosen alternative of a product has appealing features that a chosen product does not have, ______ is most likely to occur to a consumer.
dissonance
The feeling of a consumer that involves psychological tension or postpurchase doubt after making a difficult purchase choice is referred to as cognitive .
dissonance
The properties of a product or service that are used to compare different alternatives are referred to as
evaluative criteria
The properties of a product or service that are used to compare different alternatives are referred to as .
evaluative criteria
A consumer's ______ refers to the various brands identified by the consumer as purchase options to be considered during the alternative evaluation process
evoked set
True or false: Consumers make purchase selections by relying primarily on instinct and emotion rather than formal integration strategies that require examination and comparison of alternatives on specific attributes.
false
An attitude toward a particular brand can be represented as AB=∑i=1nB∑ni=1BiX Ei. In this formula, Ei represents the ______.
importance attached to attribute i
According to some researchers, psychoanalytic theory is useful in studying consumer behavior because they believe that consumers' motivations for purchasing ______.
in many cases can only be determined by probing the subconscious
Subtle Inc. promoted its new perfume, Lavezaa, by including scent strips in magazines. In this scenario, the marketing team of Subtle Inc. attempted to ______.
increase the level of sensory input
When a consumer identifies a need and gets motivated to solve the issue, ______ occurs.
problem recognition
Evaluative criteria are usually viewed as ______.
product or service attributes
When consumers purchase familiar products frequently, they sometimes resort to which of the following heuristics? (Check all that apply.)
promotion-based heuristics price-based heuristics
When consumers choose to apply formal decision rules to purchase selection, marketers should have the knowledge of which attributes are being considered so as to ______.
provide the information that consumers require
Consumer responses to advertising and other forms of communication are often studied by ______ in controlled settings, where environmental variables can be kept constant.
psychologists
Abstract outcomes associated with a product or brand that are more intangible, subjective, and personal than functional consequences are referred to as ________ consequences
psychosocial
A consumer behavior which is generally based on a matching of purchase motives with attributes or characteristics of brands under consideration is known as . (Remember to type only one word in each blank.)
purchase intention
A group whose presumed perspectives or values are being used by an individual as the basis for his or her assessments, beliefs, and activities is referred to as a(n) group.
reference
Selective ______ occurs when consumers do not remember all the information they see, hear, or read even after attending to and comprehending it.
retention
Smaller groups or segments which are generally found in a given culture whose beliefs, values, norms, and patterns of behavior differentiate them from the larger cultural mainstream are known as .
subcultures
During the analysis of the integration process, the focus is on ______.
the different types of decision rules or strategies consumers use to decide among purchase alternatives
Operant conditioning is also known as ______ because an individual's response is influential in getting a positive or negative reinforcement.
instrumental conditioning
The information retrieval which attempts to scan information stored in memory to recall past experiences and/or knowledge regarding various purchase alternatives is referred to as ______.
internal search
The combination of product knowledge, meanings, and beliefs used to evaluate two or more alternatives is referred to as a(n) ______ process.
integration
Consumers interpret information on the basis of their own attitudes, beliefs, motives, and experiences, thereby engaging in selective ______.
comprehension
The immediate, direct response of the senses to a stimulus such as an ad, package, brand name, or point-of-purchase display is known as
sensation
The process used to influence consumer learning and behavior to direct consumers' behavior is known as .
shaping
The reinforcement of successive acts that lead to a desired behavior pattern or response is referred to as .
shaping
In operant conditioning, the bond between a stimulus and a response is ______ by behavior that is reinforced.
strengthened
Identify a cause of problem recognition.
A difference between a consumer's ideal state and actual state
Identify the factor involved in learning through the associative process which means that the unconditioned stimulus and conditioned stimulus must be close in time and space.
Contiguity
Identify the methods adopted by sociologists and anthropologists which help in capturing the social, cultural, and environmental influences that may affect consumer behavior. (Check all that apply.)
Ethnographies Participant observation studies Individual interviews
Which of the following statements serves as a realistic modification of the hierarchy of needs theory as originally stated by Abraham Maslow?
Lower-level needs are an ongoing source of motivation for consumer purchase behavior.
Identify the cognitive processes from the following. (Check all that apply.)
Perception Integration Attitude development and change
Identify the personal subprocesses involved in the formation of a purchase intention. (Check all that apply.)
Perception Motivation
