MKT 4440: Exam 3 Sample Questions

A(n) _____ is a characteristic that allows a consumer to diagnose something distinctive about an alternative. a. signal b. modus operandi c. contrivance d. schema

A

A(n) _____is a device that keeps track of the amount of purchasing a consumer has had with a given marketer once some level is reached. a. loyalty card/program b. optical recognition device c. data warehouse d. customer inertia

A

Harold needs to transfer money urgently to his brother who lives in a different country. Since, he does not have access to an online bank account, he visits the local branch of the bank to get the transfer done. At the bank, half way through the transaction, the bank teller's computer crashes and the process gets delayed. Harold is furious. In his opinion, the bank should have anticipated an event like this and been more appropriately equipped to handle it. Which element of the attribution theory is being evaluated by Harold? a. Control b. Packrats c. Locus d. Stability

A

In which of the following scenarios does the consumer have grounds for complaints about a lack of procedural justice? a. A consumer has to wait for half an hour on the phone to get to a service provider. b. A consumer's smartphone gets replaced within 24 hours of his filing a complaint about overheating. c. A consumer has his product delivered two days before the expected delivery date. d. A consumer is dissatisfied that his bookcase was only delivered and not installed, even though it was clearly mentioned by the service provider that the service included only delivery.

A

Mrs. Hoffman was looking for a hassle-free way to commute from home to office. She was seriously considering a tiny electric car, but was concerned about the safety it would provide. She had read somewhere that electric cars were more prone to accidents. These reviews made Mrs. Hoffman invest a lot of time researching the details online. Which of the following external search factors is influencing the search time in this case? a. Perceived risk b. Attitude toward shopping c. Product experience d. Value of search effort

A

The _____ is a satisfaction formation theory that proposes that consumers use expectations as a benchmark against which performance perceptions are judged. a. expectancy/disconfirmation theory b. equity theory c. experiential theory d. instrumentality/expectancy theory

A

Underlying attributes: a. are learned through experience with the product. b. are visually apparent and easily recognizable. c. can be easily evaluated prior to purchase. d. are referred to as search qualities.

A

When consumers follow the disjunctive rule, they: a. set a high mental cutoff on any feature selected. b. select the product they believe performs best on the most important feature. c. eliminate options that do not meet the criteria until only one remains. d. select a product that may perform poorly on one criterion by compensating with good performance on others.

A

When consumers use noncompensatory rules when selecting products: a. they set strict guidelines prior to product selection. b. they are more concerned about the price of the product rather than its quality. c. they may choose to delay a choice until a future date. d. they typically use only the hedonic criteria for selecting the product.

A

Which of the following characterizes the term satisficing? a. It leads to just moderately good rather than optimal decisions. b. It involves an extended decision making process. c. It involves thorough research before buying. d. It refers to the consumer behavior pattern in which the consumer remains loyal to one particular brand.

A

Which of the following is a problem with the rational decision-making perspective? a. It assumes that consumers follow a well-planned decision-making process. b. It involves assessment of the careful comparison of various brands of products. c. It assumes than humans do not think logically. d. It focuses only on hedonic value and ignores utilitarian value.

A

Which of the following is true in the context of complainers? a. A customer from an individualistic culture is more likely to complain than a customer from a collectivist culture. b. Dissatisfied consumers have over 80 percent chance of complaining. c. A disgusted customer is more likely to complain than an angry customer. d. Customers low in price sensitivity are more likely to complain than customers with high price sensitivity.

A

Which of the following is true in the context of complaining behavior among consumers? a. Consumers with high price sensitivity are more likely to complain than consumers with less price sensitivity. b. Consumers who are merely dissatisfied are more likely to complain than angry consumers. c. Consumers from collectivist cultures are most likely to complain than consumers from individualistic cultures. d. Compared to the angry customer, a disgusted or hopeless consumer is more likely to complain.

A

Which of the following is true of packrats? a. They are associated with obsessive-compulsive disorder. b. They excessively self-regulate themselves when shopping and tend to be high in price sensitivity. c. They only purchase products that serve an immediate need. d. They focus more on utilitarian value rather than hedonic value.

A

Which of the following reflect the expectations a consumer forms regarding what he or she thinks should or ought to happen given the level of work that he or she has put into the experience? a. Equitable Expectations b. Normative Expectations c. Ideal Expectations d. Predictive Expectations

A

Which of the following statements is true of subordinate categorization? a. The consumer examines the knowledge that she has stored in the subordinate level. b. Subordinate categories are less detailed when compared to superordinate categories. c. Subordinate categories are abstract in nature. d. Evaluations of a product at the subordinate level are irrelevant.

A

With reference to the characteristics of relationship quality, _____ is present when consumers view a company as knowledgeable and capable. a. competence b. gratification c. personalization d. communication

A

____ are what a consumer really wishes should take place during an experience if everything was perfect. a. Ideal expectations b. Equitable expectations c. Normative expectations d. Predictive expectations

A

_____ are consumers possessing high levels of a lifestyle trait leading to a strong tendency toward retaining consumption related possessions. a. Packrats b. Impulsive buyers c. Budgeters d. Utility-oriented consumers

A

_____ are expectations that form about what a consumer thinks will actually occur during an experience. a. Predictive expectations b. Equitable expectations c. Ideal expectations d. Normative expectations

A

_____ attributes are visually apparent and easily recognizable. a. Perceptual b. Abstract c. Underlying d. Subordinate

A

_____ in a consumer behavior context refers to the times when a consumer chooses a competing choice, rather than the previously purchased choice, on the next purchase occasion. a. Switching behavior b. Brand inertia c. Retaliatory revenge d. Consumer search behavior

A

_____ is a perceived state wherein performance perceptions fall short of expectations. a. Negative disconfirmation b. Positive disconfirmation c. Positive confirmation d. Negative confirmation

A

_____ is present when a consumer simply buys a product repeatedly without any real attachment. a. Brand inertia b. Compulsive consumption c. Antiloyalty d. Brand loyalty

A

_____ may be defined as a deeply held commitment to rebuy a product or service regardless of situational influences that could lead to switching behavior. a. Brand loyalty b. Impulsive consumption c. Brand inertia d. Compulsive consumption

A

_____ refers to slightly undesirable affective reactions arising out of an unfavorable assessment of a consumption outcome. a. Consumer dissatisfaction b. Consumer refuse c. Left skewed d. Positive disconfirmation

A

_____ states that consumers are motivated to act in accordance with their attitudes and behaviors. a. Self-perception theory b. Attribution theory c. Equity theory d. Expectancy/disconfirmation theory

A

Which of the following statements is true in the context of complainers and non-complainers? a. Non-complainers are more likely to return to the company than complainers. b. Unlike non-complainers, complainers are a source of useful information for companies. c. Unlike complainers, non-complainers do not express their dissatisfaction on social networking sites. d. Unlike complainers, non-complainers become satisfied when the company takes corrective measures.

B

_____ criteria are the evaluative criteria that are related to the actual choices we make. a. Abstract b. Determinant c. Inept d. Affect-based

B

_____ is a decision rule where the consumer begins evaluating by first looking at the most important attribute and ruling out any option that does not meet a minimum cut-off point for that attribute, and where subsequent evaluations proceed in order of importance until only one option remains. a. Conjunctive rule b. Elimination-by-aspects rule c. Disjunctive rule d. Compensatory decision rule

B

_____ is a process through which cultural meaning is passed on to a product and onto the consumer. a. Satisficing b. Meaning transference c. Meaning depletion d. Negative disconfirmation

B

_____ is used to understand the attributes that guide preferences by having consumers compare products across levels of evaluative criteria and the expected utility associated with the alternatives. a. Attribute correlation b. Conjoint analysis c. Affect-based evaluation d. Situational influence

B

_____ performance refers to sales being at the peak of an earnings statement. a. Negative disconfirmation b. Top-line c. Left skewed d. Packrats

B

_____ refers to the degree to which an object, person, or experience seems real, genuine, unique, and art of history or tradition. a. Distributive fairness b. Authenticity c. Interactional fairness d. Durability

B

A customer who has experienced bad service and distasteful food at a restaurant will mentally place that restaurant in which of the following sets? a. Universal set b. Consideration set c. Inept set d. Inert set

C

After much deliberation, Mona buys a certain brand of tablet PC. Within a week of its purchase, the operating system of the tablet PC crashes. An irate Mona contacts the service center only to receive shoddy service. Infuriated by the whole experience, Mona vents out her anger by posting derogatory comments about the company on a social networking forum. Which of the following behaviors is being exhibited by Mona in this case? a. Positive disconfirmation b. Switching behavior c. Rancorous revenge d. Cognitive dissonance

C

After purchasing an expensive pair of sports shoes, Karen asks herself, "Did I get what I paid for?" In this case, Karen is asking a question pertaining to _____. a. consumer refuse b. interactional fairness c. distributive fairness d. cognitive dissonance

C

Aiko Bike Manufacturer, wants to market its new range of bikes for women. The advertising campaign targets working women who crave independence and highlights the fun and freedom aspects associated with the bike. This is an example of _____. a. negative disconfirmation b. consumption frequency c. meaning transference d. positive disconfirmation

C

Derek has been intending to buy a new phone since a month. He has certain specific features in mind such as a high-definition camera, a long battery life, and a convenient keypad. Derek will carefully consider these features before he makes any purchase decision. This in indicative of: a. feeling-based evaluation b. abstract evaluation. c. attribute-based evaluation. d. affect-based evaluation.

C

In the case of affect-based evaluation: a. consumers consider attributes, features, or potential benefits when reviewing possible solutions to a problem. b. consumers make purchase decisions without taking into consideration the hedonic criteria. c. consumers evaluate products based on the overall feeling that is evoked by the alternative. d. alternatives are evaluated across a set of attributes that are considered relevant to the purchase situation.

C

The prospects for a continued series of mutually valuable exchanges between a consumer and a firm exist when the: a. switching cost is high. b. competitive intensity is low. c. relationship quality is high. d. consumer inertia is low.

C

Which of the following is an example of a person exhibiting cognitive dissonance? a. Jonathan is unhappy with the phone he bought as it has a faulty battery. b. Mary feels she was treated unfairly by a business and wants to avenge the inequity meted out to her. c. Jake buys an expensive luxury car but later begins to have lingering doubts about his decision. d. Kate develops an emotional bond with her possessions and is unable to discard them.

C

Which of the following is an unethical use of marketing? a. Distributing of a marketing offer through various channels of delivery b. Rebranding a product within months of its launch c. Stating that a regular price is really a "sales" price d. Communicating an offering's value through sales promotion

C

Which of the following is true of habitual decision making? a. Habitual decision making occurs when there is no brand loyalty or brand inertia among consumers. b. When consumers engage in habitual decision making, they tend to search diligently for information that will help them reach a satisfactory decision. c. During habitual decision making, consumers generally do not seek information at all when a problem is recognized. d. Habitual decision making usually occurs when there are relatively high amounts of purchase risk and product involvement.

C

Which of the following is true of value and switching in consumer share? a. Utilitarian value plays a larger role in creating consumer commitment. b. For more experiential types of services, such as mall shopping, utilitarian value is more strongly related to customer share. c. Customers who switch are more likely to be loyal if they experience comparatively increased hedonic value. d. Hedonic value is more strongly related to customer share for functional types of services.

C

_____ are sums of money paid by a vendor to a retailer for specific locations or shelf placement in a store. a. Booking allowances b. Promotional allowances c. Slotting allowances d. Display allowances

C

_____ categories of products are more detailed and evaluations are generally more relevant and meaningful at this level. a. Abstract b. Situational c. Subordinate d. Underlying

C

_____ compares the difference between expectations and performance perceptions. a. Direct measure b. Attribute specific measure c. Disconfirmation measure d. Dissonance measure

C

_____ include emotional, symbolic, and subjective attributes or benefits that are associated with an alternative. a. Subordinate categories b. Utilitarian criteria c. Hedonic criteria d. Determinant criteria

C

_____ is when a consumer becomes violent with employees and/or tries to vandalize a business in response to an unsatisfactory experience. a. Complaining behavior b. Consumer inertia c. Retaliatory revenge d. Switching behavior

C

_____ measure assesses customer satisfaction and evaluates a buyer's fulfilment with the workings or characteristics of a product, service, or an experience. a. Authenticity b. Direct, Global c. Attribute-specific d. Disconfirmation

C

_____ proposes that consumers cognitively compare their own level of inputs and outcomes to those of another party in an exchange. a. Expectancy/disconfirmation theory b. Attribution theory c. Equity theory d. Self-perception theory

C

_____ refers to the distribution of responses consistent with most respondents choosing responses so the distribution is clustered toward the positive end of the scale. a. Cognitive dissonance b. Distributive justice c. Left skewed data d. Packrats

C

_____ refers to the recognition of the negative consequences that are likely to result from a course of action and the uncertainty of which course of action is best to take. a. Validity illusion b. Adverse influence c. Perceived risk d. Uncertainty acceptance

C

A situation where consumers have too many choices while purchasing is called _____. a. special choice b. superordinate choice c. abstract choice d. hyperchoice

D

A(n) _____ includes alternatives in the awareness set about which consumers are indifferent or do not hold strong feelings. a. universal set b. consideration set c. inept set d. inert set

D

An evaluative process wherein alternatives are evaluated across a set of features that are considered relevant to the purchase situation is called: a. emotion-based evaluation. b. affect-based evaluation. c. rule-based evaluation. d. attribute-based evaluation.

D

Andrea goes to a furniture store to buy a dining table for her house. She evaluates various tables by comparing their size, shape, color, and price. She is evaluating her purchase through _____ attributes. a. superordinate b. subordinate c. underlying d. perceptual

D

Caroline, a prospective home owner, has seen several houses. She rates these houses on a scale of 1 to 10 in terms of lighting, spaciousness, child-friendliness, and pet-friendliness. She decides that she would only choose a house if her rating for each of the four aspects was is five. Which of the following rules is she using to make this decision? a. Elimination-by-aspects rule b. Compensatory rule c. Lexicographic rule d. Conjunctive rule

D

Information that signals the amount of potential value contained in a product is called its _____. a. credibility b. worth c. quality d. price

D

Jim's brother asks him to buy something to drink on his way home. He is very specific that he wants only a sugar-free fruit juice. This is an example of a(n) _____ category. a. general b. perceptual c. abstract d. subordinate

D

Judith had been purchasing the same brand of dental floss for many years. Rarely had she experimented with or tried other brands. But when a competitive brand came up with a "same price but lasts longer" offer, she decided to switch brands. This example illustrates the concept of: a. confirmatory bias. b. cognitive dissonance. c. customer share. d. consumer inertia.

D

Kelly, an arthritis patient, purchases a pair of soft-soled shoes hoping that it would help lessen the stiffness in her feet. She is pleasantly surprised to find that the shoes are indeed very soft and easy on her feet. The shoes not only met her expectations but far surpassed them. Kelly's experience with the shoes is an example of _____. a. negative confirmation. b. negative disconfirmation. c. positive confirmation. d. positive disconfirmation.

D

Lara has around seven clothing stores in her neighborhood. However, whenever she feels the need to go shopping she drives ten miles to the city to her favorite store. One of the reasons she likes the store, besides its great collection, is that she finds everything well organized and displayed. Which perspective influences Lara's decision making here? a. Rational perspective b. Affect-behavior-cognition perspective c. Experiential perspective d. Behavioral influence perspective

D

Mario is planning to buy a house, but is undecided about the capital he should invest. He has been doing his research about the various options available and has also sought advice from his friends and relatives. Currently, he does not want to put in all his savings and buy a very expensive mansion, but he is also not happy with the two-bedroom flats that are available. Mario has decided to spend some more time looking for the perfect property. What kind of decision making is Mario involved in? a. Routine decision making b. Habitual decision making c. Limited decision making d. Extended decision making

D

Merlyn likes to keep himself updated on the newest technological innovations. He specifically likes to collect information about smartphones. He reads online materials about smartphones and also discusses with his friends about them. However, Merlyn does not intend to buy a new phone; he simply likes knowing about them. Merlyn's search for information can be termed: a. product-specific search. b. purchase-specific search. c. prepurchase search. d. ongoing search.

D

Priscilla is not very particular about the brand of shampoo that she buys. She has tried a few which she likes and picks any one of them when required. What is this limited selection of shampoo brands that Priscilla chooses from called? a. Inept set b. Inert set c. Universal set d. Awareness set

D

Procedural switching costs refer to: a. the emotional and psychological consequences of changing from one brand/retailer/service provider to another. b. the exchanges between consumers and business that the consumer views as unusually negative. c. the total economic resources that must be invested as a consumer learns how to obtain value from a new product choice. d. the time and effort lost by a consumer as he/she learns how to obtain value from a new product choice.

D

The _____ decision-making perspective assumes that consumers diligently gather information about purchases, carefully compare various brands of products on salient attributes, and make informed decisions regarding what brand to buy. a. affect-behavior b. behavioral influence c. experiential d. rational

D

The term _____ captures how justly a consumer believes he/she is treated when dealing with service personnel in resolving some issue. a. positive disconfirmation b. distributive fairness c. meaning transference d. interactional fairness

D

When consumers follow the _____ rule of noncompensatory models, they set a minimum mental cutoff point for various features and reject any product that fails to meet or exceed this cutoff point across all features. a. elimination-by-aspects b. dissociative c. distributive d. conjunctive

D

Which of the following characterizes complaining behavior? a. Maria hates the new strawberry soda she tried at a café, and advises her friend not to buy it. b. Maria reads about a product online and does not like its specifications. c. Maria is dissatisfied with the dress she ordered online because it's a size smaller. d. Maria ordered a blue backpack online but gets a red one and calls the shipping helpdesk to return it.

D

Which of the following is a characteristic of the experiential decision-making perspective? a. It often focuses on utilitarian value. b. It assumes that many decisions are learned responses to environmental influences. c. It assumes that consumers make informed decisions regarding what brand to buy. d. It often focuses on hedonic value.

D

Which of the following is characteristic of antiloyal consumers? a. They can be satisfied if they receive a befitting compensation. b. They switch brands often but keep coming back. c. They provide very little profit to the company. d. They are often former customers of the company.

D

Which of the following is true about noncompensatory rules? a. They are not used in low-involvement situations. b. They are used when there are very few product choices. c. They are most likely to lead to impulsive purchases. d. They allow consumers to simplify their thought processes.

D

Which of the following is true about the consumer decision-making process? a. Consumer decision-making processes do not always involve choices linked to value. b. Consumer decision-making processes invariably involve tangible products. c. The activities in the consumer decision-making process follow a fixed sequence. d. Both utilitarian value and hedonic value are associated with consumer decision making.

D

Which of the following is true of consumer satisfaction? a. It creates extreme behavioral motivations. b. It results from affective rather than cognitive processes. c. It is often the result of cognitive dissonance. d. It is a post-consumption phenomena and a reaction to an outcome.

D

Which of the following is true of external search? a. Moderately experienced consumers search for purchase-related information less than do either experienced or inexperienced consumers b. Search tends to decrease when a consumer possesses a high level of purchase involvement. c. External search tends to increase in cases of habitual decision making. d. As perceived risk such as financial, physical, social, performance and time risk increases, search effort increases.

D

Which of the following statements is true of determinant criteria? a. Determinant criteria are not related to the actual choices we make. b. Consumers always know the criteria that are truly determinant. c. Determinant criteria are less carefully considered when compared to evaluative criteria. d. Statistical tools are often needed to establish determinance.

D

_____ are mental representations of stored knowledge about groups of products. a. Utilitarian categories b. Product positioning criteria c. Product attributes d. Product categories

D

_____ are the attributes, features, or potential benefits that consumers consider when reviewing possible solutions to a problem. a. Underlying attributes b. Superordinate criteria c. Subordinate categories d. Evaluative criteria

D

_____ attributes are referred to as experience qualities because they are often perceived only during consumption. a. Hedonic b. Superordinate c. Subordinate d. Underlying

D

_____ criteria pertain to functional or economic aspects associated with an alternative. a. Affect-based b. Hedonic c. Superordinate d. Utilitarian

D

_____ refers to any packaging that is no longer necessary for consumption to take place or, in some cases, the actual good that is no longer providing value to the consumer. a. Consumer equity b. Consumer inertia c. Consumer share d. Consumer refuse

D

_____ refers to the degree of connectedness between a consumer and a retailer. a. Customer antiloyalty b. Customer share c. Customer inertia d. Relationship quality

D

A feature: a. is more important than an actual benefit. b. is a performance characteristic of an object. c. plays an important role in the value equation. d. is a perceived favorable result derived from a particular service.

B

A small Italian restaurant had a number of loyal customers, owing to the delicious food it served. They also had a web site, where people could give their reviews and also book their tables in advance. The restaurant had an unusual negative review one day, where a person had complained about having found a bug in his food. The restaurant management knew it was a false claim and in response, they gave their customers a tour of the kitchen to see how the food was prepared and the standard of hygiene they maintained. The pictures of this tour were posted on the web site, too and the customers were left to decide for themselves. Which of the following courses of action did the restaurant use in handling the negative publicity? a. Taking responsibility b. Releasing information c. Doing nothing d. Denying responsibility

B

From a consumer perspective, _____ represents the perceived overall goodness or badness of some product. a. value b. quality c. universality d. inertness

B

In _____ decision making, consumers tend to search diligently for information that will help them reach a satisfactory decision. a. habitual b. extended c. limited d. routine

B

Jerry is vacationing in Hawaii and has forgotten to carry his camera. Consequently, he ended up buying a disposable camera. Jerry believes that disposable cameras are bad and purely a waste of money. In order to substantiate his preconceived notion, he continually tries to find fault with it. This phenomenon is referred to as: a. source monitoring error. b. confirmatory bias. c. meaning transference. d. consumption frequency.

B

June recently bought several accessories she did not really need. Later she confessed to her friend that she bought them only because she liked them at that moment and just wanted to buy them. This illustrates: a. attribute-based evaluation. b. affect-based evaluation. c. benefit-based evaluation. d. product-based evaluation.

B

Justin has been using the same dry-cleaner, Eddy's, for many years. When he moves to a different part of the city, he finds another dry-cleaner that is closer to his house. Although the new dry-cleaner seems just as good, Justin feels uneasy. He thinks he should have made the extra effort of going to Eddy's, even if it meant he had to travel an additional two miles. Justin's discomfort is a typical example of: a. procedural switching cost. b. relational switching cost. c. financial switching cost. d. performance switching cost.

B

Recycling, converting, and donating are some ways to dispose _____. a. packrats b. consumer refuse c. consumer inertia d. hedonic features

B

Rita recently bought a house on the outskirts of her city; this was her ancestral house that her parents had sold years ago. Since this was the house that she lived in as a child, she felt an emotional connection to it and decided to buy it. This purchase is based on _____ criteria. a. subordinate b. hedonic c. superordinate d. utilitarian

B

The term _____ is used to refer to the product attributes that consumers consider when reviewing possible solutions to a problem. a. inert set b. evaluative criteria c. universal set d. brand inertia

B

Which of the following activities in the decision-making process may involve an exchange? a. Need recognition b. Choice c. Evaluation of alternatives d. Defining of the situation

B

Which of the following consumers is the most valuable for a company according to the tenet of relationship marketing? a. A consumer who is high in price sensitivity b. A repeat customer c. An antiloyal consumer d. A consumer who is a non-complainer

B

Which of the following is a characteristic of the term customer share? a. It consists of the total economic resources that must be spent as a consumer learns how to obtain value from a new product choice. b. It represents a behavioral component that is indicative of customer loyalty. c. It is the amount of marketing budget allocated in studying consumer behavior. d. It is the measure of publicity a company gets when consumers spread positive word-of-mouth.

B

Which of the following is true about complaining behavior in customers? a. Consumers from collectivistic cultures are more likely to complain. b. An angry customer is more likely to complain than a disgusted consumer. c. Consumers high in price sensitivity are less likely to complain. d. Dissatisfied consumers have an over 70 percent chance of complaining.

B

Which of the following is true about superordinate categories of products? a. They are very detailed in nature. b. They are abstract in nature. c. They represent the lowest level of product categorization. d. Evaluations are more relevant at this level as compared to subordinate level.

B