CH 13
Which of the following statements is FALSE regarding ritual situations?
Marketers cannot change or create consumption patterns associated with ritual situations.
The situation in which consumers receive information has an impact on their behavior is referred to as the ______ situation.
communications
To understand a consumer's behavior, we must know about the ______.
consumer, situation, and stimulus object
Decisions made by consumers regarding the _______ situation can create significant social problems as well as opportunities for marketers.
disposition
Which of the following are statements is true regarding moods?
Ad and brand attitudes are often influenced in a mood-congruent manner.
Which of the following statements is FALSE regarding crowding as a situational characteristic?
Crowding is unpleasant regardless of a consumers' culture
The purchase decision and consumption process always occur in the context of ______?
a specific situation
A store's atmosphere can influence which of the following?
all of the above
__________ is the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers.
atmospherics
Which type of industry has developed around the use of ambient scents?
environmental fragrancing
Which of the following services would be classified as having an extended hedonic consumption purpose?
cruise
Clara is shopping with her friend, Jane, when they both went into a drug store. Clara needed to buy medication for hemorrhoids, but she was reluctant to do so in front of Jane. Which emotion was Clara probably experiencing in this situation?
embarrassment
Crowding generally produces which outcome for the retail outlet and the consumer?
generally negative outcomes for both
How does music influence consumer behavior?
influences mood
Shopping on the internet provides which time-related dimension?
it has the potential to reduce the amount of time required to make a specific purchase and it provides the consumer with almost total control over when the purchase is made
James is giving his cousin, Conor, a new video game for his birthday. Which of the following is the most likely reason James is giving this gift?
it is a ritualized consumption experience
Binge drinking among college students can be described as a(n) _____.
ritual behavior
A socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning is referred to as a _____.
ritual situation
Atmosphere is referred to as _______ when describing a service business such a hospital, bank, or restaurant.
servicescape
Richard is studying how various usage situations influence the consumption of his company's products. He conducted qualitative analyses (i.e., focus group discussions and depth interviews) as well as surveyed a larger sample of consumers to better understand and quantify how products are used and the benefits sought in the usage situation by the market segment. Richard is performing the first two steps in an approach to develop _____.
situation-based marketing strategies
All those factors particular to a time and place that do not follow from knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior are known as ______.
situational influence
Mimi is a teenager and wants to be accepted by her friends. In fact, she might act a certain way not because she really wants to, but rather, she does it because others around her are doing it. The influence these others have on Mimi represent which situational characteristic?
social surroundings
Many of you have probably heard of Banana Republic retail stores and perhaps have shopped there. Many of you may not know that the store used to look much different than it does today. It used to be more like an adventure, and the merchandise assortment was more appropriate for a safari. If you've ever seen an Indiana Jones movie, you can get a pretty good idea of what Banana Republic used to look like. The stores would have a jeep in the store, camouflage netting, and music from the 1940s playing. The inside had wooden beams and maps hung on the wall that looked like treasure maps. Much of the merchandise was accompanied by a sign that had a tale of some adventure associated with it. These physical features of the retail environment are referred to as the _____.
store atmosphere
When orange juice attempted to expand the various times of day when consumers would see orange juice as an appropriate beverage to consume, they were trying to influence which situation?
usage
Rachel is going to the mall to purchase a wedding gift for a co-worker. Based on research, which type of product is she likely to buy?
utilitarian
Under conditions of crowding, consumers tend to ______
all of the above
Which of the following is the FIRST step in the approach for developing situation-based marketing strategies?
Use observational studies, focus group discussions, depth interviews, and secondary data to discover the various usage situations that influence the consumption of the product.
Which of the following is a reason consumers give gifts?
all of the above
Which of the following is a situation in which consumer behavior occurs?
all of the above
Which of the following is a step in the approach for developing situation-based marketing strategies that was given in the textbook?
all of the above
Which of the following is a way that gifts communicate symbolic meaning?
all of the above
Which of the following is NOT a situation in which consumer behavior occurs?
all of the above are situations in which consumer behavior occurs
Which of the following is NOT a key situational dimension or characteristic that influences consumer behavior?
alternative evaluation
Features of the individual person that are not lasting characteristics such as momentary moods or conditions are called ________.
antecedent states
Which of the following is an ancient solemn event marketing the coming of age of a jewish male?
bar mitzvah
Which of the following are components of the physical environment?
colors, aromas, music, and crowding
In which situation do marketers attempt to place their ads in appropriate media contexts to enhance their effectiveness?
communications
Gertrude is vern environmentally-conscious, so she only uses paper bags at the grocery store and tries to purchase items in packages that are recyclable. Her behavior concerns which type of situation?
disposition situation
Walker and his wife have two children. They have purchased a new computer for their household every four years or so for almost twenty years. When Walker purchases a new one, usually for him to be able to work at home, one of his children will get the old one. However, they have a few old computers sitting in the attic and garage because Walker doesn't really know how to get rid of them. This is an example of which type of situation?
disposition situation
Which situation involves consumers disposing of products or product packages after or before product use?
disposition situation
Which of the following is a negative emotion influenced by both the product and the situation? (feminine hygiene, hearing aids)
embarrassment
In the United States, a man usually gives a woman a diamond ring for her to wear on her left-hand ring finger when they become engaged to be married. However, one diamond distributor has developed the idea that women should wear diamonds on their right hands as well. Marketing communications regarding the Diamond Right Hand Ring stress the independence of women and their ability to buy a diamond for themselves. One ad claims that a diamond on a left hand says "we," while a diamond on the right hand says "me." This diamond distributor is attempting to _____.
expand the usage situation
Arm & Hammer baking soda has been very successful promoting other uses for this product. Advertisements provide several uses other than baking, such as removing odors from carpeting, the laundry, and kitty litter boxes. Finding more uses for a product is known as _____.
expanded usage situation
Marcie will soon be 50 years old, so to pamper herself, she decided to get a massage. With respect to the typology of service environments, this type of service would be categorized as ____.
hedonic
Which of the following also includes a situation-specific component?
involvement
Mike is the owner of a restaurant that also has a bar. Based on research that studied the impact of background music on restaurant patrons, what can Mike expect if he uses slow music in his establishment?
larger amount of bar purchases
Under conditions of crowding, consumers tend to do all of the following EXCEPT
make more demands on the sales personnel
Which group needs to understand how situational influences affect consumers' disposition decisions?
marketers, government, environmental organizations
Stan was feeling very tired and hungry in the mid-afternoon, so he ate a Snickers candy bar. Stan is attempting to manage his _____.
momentary condition
Clark and his family normally live paycheck to paycheck. However, this month, they found themselves with a little extra money, so they decided to go out to a nice restaurant and to a movie. This is an example of the antecedent state of _____.
momentary conditions
Which of the following reflects temporary states of being rather than temporary states of mind?
momentary conditions
A market research study asked consumers to rate themselves with respect to several adjectives, such as happy, cheerful, peaceful, sad, blue, and depressed. What is this research trying to assess?
mood
Transient feeling states that are generally not tied to a specific event or object are known as _____.
moods
Which of the following are antecedent states?
moods and momentary conditions
The situation interacts with the marketing activity and the individual to determine behavior. Which of the following is a marketing activity?
package
Some consumers are highly susceptible to interpersonal influence, which is a _____.
personality trait
Decor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object are included in which situational characteristic?
physical surroundings
Melanie lives in a small city that does not have a lot of the interesting retail stores. She and her two best friends take a trip twice a year to places such as Atlanta, Dallas, and Chicago to go shopping. It's so exciting for them to go in some of the stores because they are so unique, and they have only seen them online or in catalogs. Also, several cities now have lifestyle centers or town centers that are reminiscent of downtown in bygone days. All of the factors such as decor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the merchandise that Melanie and her friends make a special trip to experience comprise which situation characteristic?
physical surroundings
Which color is arousing?
red and yellow
A closed-in feeling created by a crowded store will result in adaptive strategies that could _____.
reduce shopping time, reduce purchases, and alter the use of in-store information
Carmen is double majoring in fashion merchandising and graphic design in college. When she graduates, she wants to design the physical environment of retail stores, particularly to those in women's fashions. She wants to create environments that create specific mood responses isn shoppers. Which field best describes what Carmen wants to do?
retail atmosphere
Every year around the 4th of July, families get together and celebrate a family reunion as well as Independence Day. The Normans, one such family, does this every year, and the party is pretty much the same every year. A cookout is held at one family member's home, and games for the children are played, such as a three-legged race and an egg toss competition. The family that wins the overall competition gets to take home a hideous, but meaningful trophy for that year. This is an example of a _____.
ritual situation
What do Hispanic girls celebrate when they are fifteen years old?
ritual situation and quinceanera
Giving out candy to children on Halloween, giving chocolate and roses to sweethearts on Valentine's Day, and wearing green and drinking green beer on St. Patrick's Day are all examples of _____.
ritual situations
Jessica and her friends are 16 years old like to shop at Aeropostale, which is a clothing store targeted to teens and young adults. They like to go in that store because there are usually some pretty cute guys working and shopping there. Even though there are some parents shopping with their teens, the other customers are usually teens like themselves. The other individuals present in this store represent the _____.
social surroundings
The other individuals present in the particular situation are referred to as the ______.
social surroundings
The sum of all the physical features of a retail environment is referred to as the _______
store atmosphere
A person who shops a nicer store than normal because he or she is buying a gift is influenced by the ______ characteristic of the situation.
task definition
Mark is developing the marketing strategy for his business, which is a retail store. He knows that situation characteristics will interact with his marketing activity. Which of the following is a situation characteristic he needs to consider?
task definition
Stacy is shopping to purchase new linens for her guest room. Which situational characteristic is influencing her behavior?
task definition
The reason the consumption activity is occurring is the situation characteristic of ______.
task definition
Which of the following is NOT a consumption response?
task definition
Which of the following is NOT an individual characteristic influencing consumer behavior?
task definition
One aspect of purchasing from QVC, one of the cable shopping channels on television, is that the "offer" will expire within a certain amount of time, creating a sense of urgency among consumers. Teresa watches this channel frequently, and admitted that this aspect of the situation does influence her decision to buy something. Which characteristic of the situation is influencing Teresa and others' behavior?
temporal perspective
Sharon has to purchase a gift for her mother and only has this afternoon to do so because her birthday party is that evening. She's wondering how she will be able get to the mall in time to pick out the perfect gift. This is an illustration of which situation characteristic?
temporal perspective
Which of the following is a situation characteristic?
temporal perspective
Which situational characteristic deals with the effect of time on consumer behavior?
temporal perspective
John is a salesman and gave one of his customers an expensive watch. Which of the following is the most likely reason John gave this gift?
to elicit a return favor
With respect to the typology of service environments, a bank would be categorized as _______.
utilitarian
One study found that wedding gifts tend to be _____ while birthday gifts tend to be ______.
utilitarian; fun
