Consumer Behavior: Exam 2 (Chapters 7-10)

At times, consumers will select a brand or service because they like it, even though they may not know why. This behavior relies on very basic, low-level feelings, or _____. a. affect b. effect c. encouragement d. reinforcement e. habit

A

Hobby Lobby engages in ______ when it fills the entrance hall with a spicy smell. a. atmospherics b. hemispherics c. logistics d. imagery e. the endowment effect

A

In the context of consumers' decision-making on the brands they should consider, which of the following is a difference between inept sets and inert sets? a. Inept sets are unacceptable options, whereas inert sets are options treated indifferently. b. Inept sets are options treated differently, whereas inert sets are unacceptable options. c. Inept sets are options that consumers want to choose among, whereas inert sets are undefined options. d. Inept sets are options treated indifferently, whereas inert sets are options that consumers want to choose among. e. Inept sets are options that consumers want to choose among, whereas inert sets are options quantified differently.

A

In the context of consumers' learning from experience, which of the following statements is true of prior knowledge? a. High-knowledge consumers are likely to have well-defined beliefs and expectations. b. Low-knowledge consumers possess skills to develop hypotheses. c. Moderately knowledgeable consumers are less likely to generate hypotheses when compared to low-knowledge consumers. d. Low-knowledge consumers can easily collect evidence and learn from it. e. High-knowledge consumers are more likely to generate new hypotheses when compared to low-knowledge consumers.

A

In the context of high-effort feeling-based decisions, _____ examines how our emotions are determined by the way that we think about a situation. a. appraisal theory b. body feedback c. biased sampling d. classical conditioning e. bounded rationality

A

Jimmy wants to own an expensive, custom-made watch. He feels the watch will make him more fashionable. In this case, Jimmy's desire to own a custom-made watch can be categorized as _____. a. his ideal state b. hypothesis testing c. confirmation bias d. his external search e. a temporal dilemma

A

John is expecting Rony, his brother, to move in with him soon. He needs to make space for Rony's belongings. John has a difficult time clearing up unwanted stuff and ends up with an overflowing cabinet in the basement and a garage full of useless clutter. In this scenario, John's inability to dispose of the useless items exemplifies: a. difficult emotional detachment. b. problematic recycling. c. break free disposition. d. judgmental dissatisfaction. e. cognitive reasoning.

A

Karen sees an ad for Jimmy Choo shoes. She believes the shoes will make her appear more upscale. Being perceived as upscale is an example of her ____. a. ideal state b. actual state c. information search d. disposal e. problem recognition

A

Ongoing Search is: a. Search that occurs regularly, regardless of whether the consumer is making a choice. b. The process of collecting information from outside sources such as magazines and ads. c. Search for information that aids a specific acquisition decision. d. The tendency to recall information that reinforces or confirms our prior beliefs. e. Using product samples or free trials.

A

Salient Attribute is: a. An attribute that is top of mind or more important. b. Information that helps us discriminate among objects. c. The subset of top-of-mind brands evaluated when making a choice. d. The perceived difference an actual and ideal state. e. The process of recalling stored information from memory.

A

The heuristic where a consumer makes a judgment by comparing a stimulus with the category prototype is called the _____. a. representativeness heuristic b. availability heuristic c. base rate information heuristic d. law of small numbers heuristic e. fluency heuristic

A

When information has _____, it means that the information is both salient and diagnostic. a. attribute determinance b. attribute goals c. attribute vividness d. attribute duality e. attribute multiplicity

A

Which is a brand loyalty tactic consumers use in low effort decisions? a. Buying the preferred brand b. Buying based on attributes or benefits c. Buying the familiar brand d. Buying the brand on sale e. Buying the same brand repeatedly

A

Which is an example of the representativeness heuristic? a. Joy thinks that a new laundry detergent is of high quality because its packaging is very similar to that of Tide. b. Sam will never buy a GE refrigerator because he had a bad experience with the brand in the past. c. Laura believes that a restaurant has bad food because her friend told her so. d. Sean believes that air travel is the safest mode of travel. e. Rhonda prefers to drink Coke when she is in a good mood.

A

Which is the third stage in the consumer decision process? a. Judgment b. Choice c. Purchase d. Post-purchase e. Problem recognition

A

Which is true about decision framing? a. It can affect how important a criterion is to our choice. b. People are less willing to take risks when a choice is framed as avoiding a loss rather than as acquiring a gain. c. Consumers perceive health hazards as being more immediate when framed as occurring yearly rather than daily. d. Consumers react more positively when the cost of a product is framed as a large one-time expense than when framed as a series of small payments

A

Which of the following is a decision characteristic affecting high-effort decisions? a. Information availability b. Information format c. Group context d. Expertise e. Decision delay

A

Which of the following is an internal information source? a. Memory b. Retailer advertising c. Product packaging d. Friends and family e. Consumer Reports magazine

A

Which of the following is true of a heuristic? a. It is also referred to as rule of thumb. b. It is defined as doing the same thing time after time. c. It is a measurement standard. d. It is a global branding strategy. e. It is also referred to as a convenient way of doing things.

A

Which of the following statements is true of a negativity bias? a. Consumers do not engage in a negativity bias when they are already committed to a particular brand. b. When consumers consider themselves vulnerable to having bad things happen to them, negative information is highly valued. c. When consumers wish to have as accurate a judgment as possible, they do not give much weightage to negative information. d. Consumers do not give much weightage to negative information when forming opinions about something that is very important. e. Consumers engage in a negativity bias when they judge a brand based on their past exposure to it.

A

Which statement is true about internal search? a. The degree of internal search can vary widely from simple recall of a brand name to extensive searches through memory for information, feelings, and experiences. b. The effort consumers devote to internal search does not depend on their MAO. c. Consumers with less knowledge can search more easily. d. Internal search is not affected by time pressure.

A

Which of the following affects the consumer's motivation to process information? a. Involvement b. Perceived risk c. Amount of information available d. Consumer knowledge e. Information format

A/B

Susan regularly buys both Crest and Colgate toothpaste. These brands make up her _____. a. consideration set b. inert set c. inept set d. brand set e. evoked set

A/E

Comparing prior belief or expectations with new information, such as evidence from experience, is referred to as _____. a. perceptual reasoning b. hypothesis testing c. classical conditioning d. data tuning e. operant conditioning

B

Diagnostic information is: a. An attribute that is top of mind or more important. b. Information that helps us discriminate among objects. c. The subset of top-of-mind brands evaluated when making a choice. d. The perceived difference an actual and ideal state. e. The process of recalling stored information from memory.

B

External search is: a. Search that occurs regularly, regardless of whether the consumer is making a choice. b. The process of collecting information from outside sources such as magazines and ads. c. Search for information that aids a specific acquisition decision. d. The tendency to recall information that reinforces or confirms our prior beliefs. e. Using product samples or free trials.

B

In the context of consumer characteristics, which of the following statements is true of mood? a. Consumers in a good mood take less time in making a decision than those who are not in a good mood. b. When in a good mood, consumers think about a high number of attributes connected with each brand. c. Consumers in a bad mood are unable to accurately recall what a marketing message said. d. When in a bad mood, consumers pay closer attention to the set of brands being considered. e. Consumers in a good mood do not feel the need to process information

B

Jason is trying to decide on a new computer to buy. He establishes cutoffs for each important attribute and eliminates all brands that rate below the cutoffs. He is engaging in the _____ model of decision making. a. disjunctive b. conjunctive c. elimination by aspects d. compensatory e. lexicographic

B

Judgments are a(n) _____________ the decision-making process; even though judgments are usually associated with low involvement. a. minor outcome of b. critical input into c. major outcome of d. affective component of

B

Judgments can also be influenced by the ease with which instances of an event can be brought to mind, a shortcut called the: a. representativeness heuristic. b. availability heuristic. c. base rate information heuristic. d. law of small numbers heuristic. e. fluency heuristic

B

Lance enjoys watching movies. At the beginning of every month, he sets aside a fixed amount of money from his salary to watch new movies. This form of categorized spending and saving is referred to as _____. a. self-indulgence b. mental accounting c. independent evaluation d. self-revival e. anchoring

B

Regardless of a consumer's shopping style, when MAO to process is low, consumers use heuristics to: a. increase attention to the decision-making process. b. reduce the effort at making a judgment. c. increase cognitive processing. d. increase affective processing.

B

When Jamilah went off to college, she chose Gain because that's what her Mom used when she was growing up. This is an example of: a. Affect referral b. Brand familiarity c. Co-branding d. Variety seeking e. Impulse purchase

B

Which is an example of the availability bias? a. Joy thinks that a new laundry detergent is of high quality because its packaging is very similar to that of Tide. b. Sam will never buy a GE refrigerator because he had a bad experience with the brand in the past. c. Laura believes that a restaurant has bad food because her friend told her so. d. Sean believes that air travel is the safest mode of travel. e. Rhonda prefers to drink Coke when she is in a good mood.

B

Which of the following is true of low effort decision-making? a. MAO is high. b. Consumers tend to use heuristics to simplify judgments. c. Judgments are never made unconsciously. d. The hierarchy of effects is the same as for high-effort judgments. e. The consumer's goal is to optimize choice

B

Which of the following statements is true of a product-harm crisis? a. It does not affect a buyer's consumption behavior. b. Consumers look for cues to product quality in usage experience. c. Consumers are likely to consider contextual information on negative beliefs about the brand. d. Consumers are certain about the product's quality. e. It results in an emotional detachment between the consumer of the product and the brand.

B

Which stage of hypothesis testing is represented by engaging in Hulu's 30-day free trial? a. hypothesis generation b. exposure to evidence c. encoding the evidence d. integrating the evidence e. testing the hypothesis

B

_____ comes from a feeling of satisfaction that occurs when we as consumers perceive that our needs have been adequately met. a. Internal framing b. Reinforcement c. Assessment d. Affective forecasting e. Information overload

B

_____ occurs when there is a discrepancy, positive or negative, between our prior expectations and a product's actual performance. a. Probability aversion b. Disconfirmation c. Performance tuning d. Compatibility e. Subjective analogy

B

Alex bought a new outfit because her friend kept insisting she looked so great in it. This is an example of a: a. Normative choice based on vicarious observation b. Normative choice based on indirect influence c. Normative choice based on direct influence d. Price-related choice e. Performance-related choice

C

Buying the same brand repeatedly because of a strong preference for it is called _____. a. product preference b. brand profitability c. brand loyalty d. habitual purchasing e. brand association

C

Decision-making is delayed by a consumer when: a. there are options that can be easily compared. b. there are unlimited ways of evaluating a brand. c. the decision is perceived to be too risky. d. the decision involves a pleasant task. e. the source of product information is known.

C

Evoked/ Consideration set is: a. An attribute that is top of mind or more important. b. Information that helps us discriminate among objects. c. The subset of top-of-mind brands evaluated when making a choice. d. The perceived difference an actual and ideal state. e. The process of recalling stored information from memory.

C

Joy really likes her haircut because all her friends are complimenting her on it. This is an example of ______. a. dissatisfaction b. utilitarian performance c. hedonic performance d. objective performance e. expectations

C

Prepurchase search is: a. Search that occurs regularly, regardless of whether the consumer is making a choice. b. The process of collecting information from outside sources such as magazines and ads. c. Search for information that aids a specific acquisition decision. d. The tendency to recall information that reinforces or confirms our prior beliefs. e. Using product samples or free trials.

C

Salient attribute is defined as an: a. attribute that can be recalled in a simplified form. b. attribute that helps us discriminate among objects. c. attribute that is "top of mind" or more important. d. attribute that does not affect decision-making. e. attribute that is abstract in terms of internal searches.

C

The consumer engages in thinking, which leads to feelings, which result in behaving, a progression known as: a. situational involvement with the product. b. cognitive decision making. c. the hierarchy of effects. d. affective forecasting. e. the performance prism.

C

Which is an example of Law of small numbers? a. Joy thinks that a new laundry detergent is of high quality because its packaging is very similar to that of Tide. b. Sam will never buy a GE refrigerator because he had a bad experience with the brand in the past. c. Laura believes that a restaurant has bad food because her friend told her so. d. Sean believes that air travel is the safest mode of travel. e. Rhonda prefers to drink Coke when she is in a good mood.

C

Which of the following is a group characteristic affecting high-effort decisions? a. Information availability b. Information format c. Group context d. Expertise e. Decision delay

C

Which of the following is true about high-effort decision making? a. Marketers do not need to consider consumer feelings. b. Judgment and decision making are the same. c. A consumer's evaluation of a brand in the consideration set depends on the other brands to which it is compared. d. Whether a decision is framed positively or negatively has no effect on the final decision. e. It occurs when MAO is low.

C

Which stage of hypothesis testing is represented by judging the quality of programs on Hulu? a. hypothesis generation b. exposure to evidence c. encoding the evidence d. integrating the evidence e. testing the hypothesis

C

_____ is the view that behavior is a function of reinforcements and punishments received in the past. a. Brand switching b. Compensatory decision c. Operant conditioning d. Brand familiarity e. Classical conditioning

C

_________ is a critical stage in the decision process because it is the stage that motivates the consumer to action- such as planning to buy. a. External search b. Internal search c. Problem recognition d. Information storage

C

Which of the following affects the consumer's opportunity to process information? a. Involvement b. Perceived risk c. Amount of information available d. Consumer knowledge e. Information format

C/E

An evoked set consists of brands that are: a. less diagnostic in nature. b. remembered through external search. c. without retrieval cues. d. easy to remember for consumers. e. not familiar to consumers.

D

Confirmation Bias is: a. Search that occurs regularly, regardless of whether the consumer is making a choice. b. The process of collecting information from outside sources such as magazines and ads. c. Search for information that aids a specific acquisition decision. d. The tendency to recall information that reinforces or confirms our prior beliefs. e. Using product samples or free trials.

D

In a(n) _____, consumers focus more on judgments that confirm what they already believe and then hold those judgments with more confidence. a. reflective overview b. inept set c. secured analytics d. confirmation bias e. simple inference

D

In the context of cognitive models, which of the following statements is true of a compensatory model? a. Brands with inadequate attributes are eliminated from the consideration set without evaluation. b. Consumers use negative information to evaluate brands that are part of the consideration set. c. A negative evaluation of one attribute cannot be compensated for by the positive features on others. d. Consumers evaluate how good each of the attributes of the brands in their consideration set is. e. Consumers have cutoff levels for each attribute because evaluation requires less cognitive effort.

D

Loretuin is a leading cosmetic store. To attract customers and tempt them into buying more products, the store offers the customers a lipstick, a shade of their choice, as a gift for every purchase worth $100 or more. Customers increase their amount of purchase in order to avail this offer. This scenario exemplifies consumer's perceptions of: a. product diversification. b. reduction in positive disconfirmation. c. coping with dissatisfaction. d. fairness in an exchange. e. classical conditioning.

D

Post-decision dissonance is most likely to occur when: a. marketers put in high communication efforts for consumer retention. b. a single attractive option is available. c. constructive feedback is suggested for product improvements. d. more than one alternative is attractive. e. the certainty to purchase a product is high

D

Stuart realizes that he needs a new pair of shoes for soccer practice. He tries to remember all the ads for shoes he has seen before so that he can evaluate and buy a pair. In this scenario, Stuart is involved in _____. a. preattentive processing b. subliminal perception c. nonfocal attention d. internal search e. confirmation bias

D

What is a theory of how individuals find explanations for events? a. Equity theory b. Fairness in the exchange c. Disconfirmation theory d. Attribution theory e. Coping theory

D

Which is a price-related tactic consumers use in low effort decisions? a. Buying the preferred brand b. Buying based on attributes or benefits c. Buying the familiar brand d. Buying the brand on sale e. Buying the same brand repeatedly

D

Which is the best example of emotional detachment? a. Marley recycles her paper and plastic waste. b. Rendi takes her old clothes to Goodwill. c. Marieke sells her record albums on Ebay. d. Melissa finally had to sell the car she had since age 16 because it was too expensive to fix. e. Walter appreciates the furniture hand-me-downs he got from his parents.

D

Which of the following affects the consumer's ability to process information? a. Involvement b. Perceived risk c. Amount of information available d. Consumer knowledge e. Information format

D

Which of the following is a consumer characteristic affecting high-effort decisions? a. Information availability b. Information format c. Group context d. Expertise e. Decision delay

D

Which of the following is not a potential bias in judgment processes? a. confirmation bias b. self-positivity bias c. negativity bias d. negative framing e. prior experience

D

Which of the following sources of prepurchase search involves acquiring information from advertising, online ads, manufacturer-sponsored websites and forums, and other types of marketer-produced communications? a. Independent search b. Retailer search c. Interpersonal search d. Media search e. Internal search

D

_____ occurs when a consumer gives negative information more weight than positive information when forming judgments. a. Self-positivity bias b. Mood bias c. Prior brand evaluations d. Negativity bias e. Confirmation bias

D

Complaining is more likely when: a. The product failure is not severe b. The company is not at fault c. The consumer is pressured for time d. Ability is low e. Motivation is high

E

Experiential search is: a. Search that occurs regularly, regardless of whether the consumer is making a choice. b. The process of collecting information from outside sources such as magazines and ads. c. Search for information that aids a specific acquisition decision. d. The tendency to recall information that reinforces or confirms our prior beliefs. e. Using product samples or free trials.

E

In the context of responses to dissatisfaction, dissatisfied consumers are more likely to complain when the perceived cause of their dissatisfaction is: a. competition-related. b. uncontrollable. c. unstable. d. need-related. e. marketer-related.

E

Internal search is: a. An attribute that is top of mind or more important. b. Information that helps us discriminate among objects. c. The subset of top-of-mind brands evaluated when making a choice. d. The perceived difference an actual and ideal state. e. The process of recalling stored information from memory.

E

Sarah always flies Southwest Airlines because her points sometimes allow her to fly for free. Sarah's points are: a. Operant conditioning b. Punishment c. Based on a high-effort d. hierarchy of effects d. Satisficing to her e. Reinforcement

E

Which is a habit related tactic consumers use in low effort decisions? a. Buying the preferred brand b. Buying based on attributes or benefits c. Buying the familiar brand d. Buying the brand on sale e. Buying the same brand repeatedly

E

Which is the best example of acquisition? a. Marley recycles her paper and plastic waste. b. Rendi takes her old clothes to Goodwill. c. Marieke sells her record albums on Ebay. d. Melissa finally had to sell the car she had since age 16 because it was too expensive to fix. e. Walter appreciates the furniture hand-me-downs he got from his parents.

E

Which of the following is NOT a stage in the decision process? a. information search b. post-purchase processes c. evaluation (judgment) d. choice (decision-making) e. attitude formation

E

Which of the following is a performance-related choice tactic? a. buy the cheapest brand b. buy the brand your friend has c. buy the same brand as before d. buy within the zone of acceptance e. focus on a specific attribute or benefit

E

Which of the following statements is true of diagnostic information? a. It is the information recalled about our experiences. b. It is the information gathered through the same Internet search sources. c. It is the subset of top-of-mind brands evaluated when making a choice. d. It reduces the recall of one attribute inhibiting the recall of another. e. It helps us distinguish objects from one another.

E

Consumers are less likely to recall more accessible or more vivid events, a tendency that influences their judgments—even though they may be unaware of this effect. True False

False

Consumers are willing to take more risk when a choice is framed as a gain rather than avoiding a loss. True False

False

Consumers in a bad mood are more willing to try new products than consumers in a good mood because they perceive lower probabilities of incurring losses. True False

False

Consumers use the same choice tactic for each product category. True False

False

Ongoing search is a type of internal search. True False

False

Processing the information that one experiences is referred to as hypothesis generation. True False

False

The lesser the discrepancy between the actual and the ideal states, the more likely consumers are to act. True False

False

Consumers are willing to take more risk when a choice is framed as avoiding loss rather than a gain. True False

True

Consumers engage in price-related tactics by simplifying decision heuristics that are based on price. True False

True

High-involvement consumers tend to express higher satisfaction immediately after a purchase, probably due to their more extensive evaluation, but their satisfaction declines over time. True False

True

Planning may be seen in consumer search; two types of external searches are pre-purchase search and ongoing search. True False

True

Price is a most common decision heuristic in consumer behavior-as in "I will just buy which cereal brand is the cheapest all else equal". True False

True

Pricing is an important marketing tactic for getting a brand into the consideration set when consumers cannot directly compare the attributes of various alternatives. True False

True

Problem recognition is a critical stage in the consumer decision process because it motivates the consumer to action. True False

True

Processing the information that one experiences is referred to as encoding of evidence True False

True

Reinforcement in the form of frequent-buyer rewards can be effective True False

True

You realize that you need a new phone. This would be an example of problem recognition. True False

True