Consumer Behavior Exam II
Currently, what percent of U.S. households has a DVR?
40
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 low level purchase involvement
_____ refers to the capacity of individuals to attend to and process information.
Ability
For a period of time, Energizer Batteries used mock commercials for seemingly boring, mundane products. A few seconds into the mock commercial, viewers heard the distinctive drumbeat of the Energizer Bunny before it marched across the screen. Several viewers said that when they heard the drums, they looked at and attended to the commercial because they liked the bunny. However, over time, viewers stopped paying attention to the commercial. What theory suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less?
Adaptation level theory
Some people experience emotions more strongly than do others, which is a trait known as _____.
Affect Intensity
When Joan sees an ad with a kitten or puppy, she always pays attention because seeing them makes her feel so happy. This emotional or feeling response triggered by the ads is known as _____.
Affective Interpretation
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?
Brand Alliance
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? NEC Compaq Dell Price 4 4 3 Quality 3 5 5 Ease of Use 5 3 5
Compaq
Which of the following is NOT a step in the information-processing model?
Comparison
Which of the following is the most popular indirect measurement approach to measuring the relative importance of consumers' evaluative criteria?
Conjoint Analysis
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?
Conjunctive
Which of the following is the most common method of direct measurement of the relative importance of consumers' evaluative criteria?
Constant sums scales
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) _____.
Customer loyalty program
Which of the following is a key element of relationship marketing?
Customizing the relationship to the individual customer. Pricing in a manner to encourage loyalty. Augmenting the core service or product with extra benefits. Marketing to employees so that they will perform well for customers. all of the above
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?
Disjunctive
A brand whose perceived performance falls below expectations generally produces _____.
Dissatisfaction
Which decision rule requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion, and all brands are first considered on the most important criterion, the second most important, and so on until only one brand remains?
Eliminatory-by-Aspects
Which of the following is an individual characteristic that influences interpretation?
Expectations
_____ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves.
Exposure
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?
Extended Decision Making
For which type of decision making is external information search relatively important?
Extended Decision Making
A latent problem is one of which the consumer is not aware.
F
A major motivator of online search is to find warranty information.
F
All of the brands thought of as potential solutions are known as the consideration set.
F
Attribute-based choices involve the use of general attitudes, summary impressions, intuitions, or heuristics.
F
Most purchases are the result of extended decision making and therefore involve considerable external search prior to purchase.
F
The brands found to be completely unworthy of further consideration comprise the excluded set.
F
The long-term total influence of advertising and other marketer-provided information on consumer decision making and sales is nominal.
F
Which of the following is FALSE regarding ad avoidance?
Females are more likely to avoid ads than males.
_____ involves presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background.
Figure-ground
Firms with a limited reputation sometimes do which of the following with a reputable firm so as to gain from the quality associated with the known brand?
Form Brand Alliances
Employees who deal directly with consumers are known as _____.
Frontline Employees
Which of the following is NOT an action a consumer may utilize to reduce dissonance?
Increase the importance of alternatives that were not considered in the purchase initially.
Which of the following is NOT a source of increased customer profitability over time?
Increased Churn
Brands for which a consumer is aware but basically indifferent toward compose his or her _____.
Inert Set
_____ is separating a stimulus object from other objects.
Isolation
Which of the following statements is true regarding consumer choice processes?
Motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made.
Which situation tends to increase perceived risk?
Multiple Item Purchases and gift giving
All EXCEPT which of the following nonmarketing factors affect consumers' desired state?
Normal depletion
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) _____.
Ongoing Search
Which of the following is true regarding the Internet as a source of information?
Online information is expected. Online information boosts offline sales. Online sources are viewed as valuable. Online sources reduce a salesperson's role.
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?
Perceptual Mapping
Which of the following is a situational factor affecting attention?
Program involvement
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?
Projective Technique
Which of the following is NOT a subcategory of the awareness set?
Purchase Set
The ability of an individual to distinguish between similar stimuli is called _____.
Sensory Discrimination
Which factor affecting attention includes stimuli in the environment other than the focal stimulus (i.e., the ad or package) and temporary characteristics of the individual that are induced by the environment, such as time pressures or a crowded store?
Situational Factors
The segment of mobile phone users who are younger, feel communication is key, and that a mobile device helps them connect socially is known as _____.
Social Connectors
Given the following information, which of the following compact disc 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
Sony and Pioneer would be considered further.
A message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it is called a(n) _____ stimulus.
Subliminal
The costs of finding, evaluating, and adopting another solution are known as _____.
Switching costs
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?
Symbolic
Which dimension of product performance relates to aesthetic or image-enhancement performance?
Symbolic
Which characteristic of a logo has been found to lead to higher levels of logo liking?
Symmetrically balanced
All consumers have a bounded rationality.
T
Conjunctive, disjunctive, elimination-by-aspects, and lexicographic are noncompensatory decision rules.
T
Firms attempt to cause selective problem recognition to gain or maintain market share.
T
For many products and services, there are wide variations in profitability across customers.
T
Nominal decision making is sometimes referred to as habitual decision making.
T
One reason a consumer does an ongoing search is because the process itself is pleasurable to him or her.
T
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.
T
Searches for information from a mobile device pertaining to the current (or future planned) geographic location of a consumer are known as local mobile search.
T
The perceived risk associated with unsatisfactory product performance increases information search prior to purchase.
T
The probability of a consumer experiencing postpurchase dissonance, as well as the magnitude of such dissonance, is a function of which of the following?
The degree of commitment or irrevocability of the decision. The importance of the decision to the consumer. The difficulty of choosing among the alternatives. The individual's tendency to experience anxiety. all of the above
Which disposition alternative is the most widely used by consumers?
Throw Away
Which of the following is an example of a federal law passed to facilitate direct comparisons among alternatives?
Truth-in-leding Law
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?
Usage Situation
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?
Variety-seeking
_____ occurs when one fast-forwards through a commercial on a prerecorded program, and _____ involves switching channels when a commercial appears.
Zipping; Zapping
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?
active
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?
activity analysis
Which of the following is an approach to problem identification?
activity and product analysis human factors research problem analysis emotion research all of the above
_____ represents the density of stimuli in the environment.
clutter
Which type of customer has an emotional attachment to the brand or firm?
committed customer
Which of the following motives are most likely in affective choices?
consummatory motives
Which of the following stages of the information-processing model constitute perception?
exposure, attention, and interpretation
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 _____.
frontline employee E.primary employee
Consumers conducting a generic search in an Internet search engine use which type of terms?
general product-related terms
Which problem recognition involves a discrepancy that a variety of brands within a product category can reduce?
generic prob recognition
The idea behind _____ is that different parts of our brain are better suited for focused versus nonfocused attention.
hemispheric lateralization
Relative importance of a problem is determined by which of the following?
how critical the problem is to the maintenance of the consumer's desired lifestyle
For which product is no disposition involved?
ice cream cone
A consumer's decision of whether or not to take action when he or she is dissatisfied is a function of which of the following?
importance of the purchase to the consumer ease of taking action consumer's existing level of overall satisfaction with the brand or outlet characteristics of the consumer involved all of the above
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?
inactive
Which of the following is a source of increased customer profitability over time?
increased sales volume lower costs referrals price premium all of the above
If a brand is included in a consumer's evoked set, which marketing strategy is NOT appropriate?
intercept strategy
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?
lexicographic
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?
market characteristics
Higher perceived risk is associated with ____
more reliance on information from personal sources greater reliance on personal experience B and C
What are the major individual factors affecting attention?
motivation and ability
Quaker introduced its "Quaker Oats to go" bar and marketed it as a healthy and convenient breakfast choice. Quaker's marketing message is designed to help the consumer to _____.
recognize a problem acknowledge breakfast as important and make it a priority in the their busy day
Which type of nominal decision is characterized by a consumer believing that all brands within a given product category are about the same and not attaching much importance to the product category or purchase?
repeat purchase decision
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?
selective problem recognition
Which problem recognition involves a discrepancy that only one brand can solve?
selective problem recognition
Service employees that are uncaring, impolite, unresponsive, or unknowledgeable will cause consumers to switch providers for which reason?
service encounter failure
Which of the following is a nonmarketing factor affecting problem recognition?
social status previous decisions motives situation all of the above
The level of one's desire to resolve a particular problem depends on which factors?
the magnitude of the discrepancy between the desired and actual states and the relative importance of the problem
What is the first decision a dissatisfied customer will make?
whether or not to take any external action
Even if a dissatisfied consumer takes no external action, which of the following is likely?
will have a less favorable attitude toward the store or brand
