Things I Don't Know Consumer Behavior Final

What percentage of consumers believe consumer-generated content (CGC) is the most authentic form of all content?

60%

Which of the following 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 consumer decisions and the consumer decision process?

Consumer decisions are rational and functional; otherwise they do not involve decisions per se

Roughly half of online teens report using social networking sites

False, its 75%

Which VALS segment of consumers comprises successful, sophisticated, active, take-charge people with high self-esteem and abundant resources and are driven by a mix of motivations?

Innovators

Which of the following is false regarding committed customers?

They are less likely to forgive an occasional product or service failure.

To understand a consumer's behavior, we must know about the

consumer, stimulation, and stimulus object

Expenses associated with advertising, establishing a new account, and mailing catalogs are examples of

acquisiton costs

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 approach to problem identification focuses on a particular activity such as lawn maintenance?

activity analysis

Renee sat down and did some serious soul searching. She wanted to understand her perception of her self-concept of who she is now. Renee is searching for her

actual self concept

Which dimension of self-concept refers to the individual's perception of who I am now?

actual self concept

When purchasing an innovation, individual consumers presumably go through a series of distinct steps or stages known as the

adaption process

The emotional response that owning or using the product or outlet provides is known as

affective performance

Which of the following is a nonmarketing factor affecting problem recognition? social status, previous decisions, motives, situation, all of the above

all of the above

Which of the following is not a key situational dimension or characteristic that influences consumer behavior? physical surroundings, task definition, alternative evaluation, social surroundings, temporal perspectives

alternative evaluation

Janice is a 48-year-old married woman who uses technology as a major source of information and shopping. She has a DVD drive on her computer and enjoys satellite radio, but would do more if she could afford it. To which technology segment does Janice belong?

apprentices

Individuals frequently purchase products thought to be used by a desired group in order to achieve actual or symbolic membership in the group. This type of group is referred to as a(n)

aspiration reference group

For which type of firm has research shown that reducing the number of customers who leave by 5 percent resulted in the highest percentage increase in average profits per customer?

branch banks

The extent to which an individual includes important brands as part of their self-concepts is known as (the)

brand engagement

Which type of customer has an emotional attachment to the brand or firm?

committed customer

Market mavens are more likely than the rest of the population to engage in which of the following behaviors? - Compare prices, shop in stores, or switch brands

compare prices

Which of the following factors is the most likely reason consumers change providers of a service?

core service failure

Which nonmarketing factor affects a consumer's desired state?

culture

One retailer asked a group of consumers the types of emotions they experience in both positive and negative retail situations. The purpose of this research was to uncover consumer reactions to various situations so that clerks could be trained to respond appropriately. Which approach to problem recognition is this?

emotion research

Which approach to problem recognition examines emotions associated with certain problems?

emotion research

Affective performance can arise from only the symbolic dimension of product performance.

false

Buzz is generally supported by large advertising budgets.

false

Individuals cannot "create" the situations they face.

false

One difficulty with using intuition alone to identify consumer problems is that it is a complex research technique that requires extensive training.

false

Physical surroundings represent the situational characteristic that has the greatest impact on consumption behavior.

false

When a consumer's actual state is perceived as being greater than the desired state, recognition of a problem does not occur.

false

A brand community is a geographically bound community

false, it is nongeographically bound

A latent problem is one of which the consumer is not aware.

false, its an inactive problem

Psychographics is the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers.

false, its atmospherics

The VALS segment known as Achievers are strongly traditional and respect rules and authority

false, its believers

Universal problem recognition involves a discrepancy that a variety of brands within a product category can reduce.

false, its generic problem recognition

The level of one's desire to resolve a particular problem depends on two factors: the actual state and the desired state.

false, its the magnitude of the discrepancy and the relative importance of the problem

Mood is an example of a momentary condition reflecting a temporary state of being.

false, moods are temporary feeling states that are not tied to a specific event

Functional performance relates to the physical functioning of the product.

false, thats instrumental performance

Committed customers are less likely to forgive a product or service failure.

false, they are more likely to forgive

Factors such as timely delivery, order accuracy, billing accuracy, and merchandise quality are part of which dimension in online satisfaction and dissatisfaction?

fulfillment and reliability

Two basic approaches to causing problem recognition are

generic and selective problem recognition

Campbell's soup used several advertising campaigns that stressed the benefits of soup in general. For example, one tagline used was "Soup is good food," and another was "Never underestimate the power of soup." Which type of problem recognition was Campbell's attempting to stimulate?

generic problem recognition

The manager of a bank branch is concerned about the number of mistakes the tellers were making, so he started manipulating different aspects of the environment in the bank to see what effect each has on the tellers' performance. He examined factors such as the lighting, temperature, and the volume of the music playing in the bank. Which approach to problem recognition is this manager using?

human factors research

Which type of reference group influence occurs when individuals have internalized the group's values and norms?

identification

Which of the following is not a source of increased customer profitability over time?

increased churn

Individuals with which type of self-concept are more likely to seek adventure and excitement through travel, sports, and entertainment, to be opinion leaders, and to prefer magazines over TV?

independents

Rudy is a product category manager for a major consumer packaged goods manufacturer. Part of his job requires that he analyze a given product category and logically determine where improvements could be made. Rudy has determined several consumer problems this way. Which of the following best describes how Rudy uncovers consumer problems?

intuition

What is the most common approach to discovering consumer problems?

intuition

Online shopping provides which important time-related dimension?

it reduces the amount of time required to make a specific purchase and it gives the consumer control over when the purchase is made

Consumers in which technology segment are young and established, knowledgeable and confident in their use of new technology, and just a notch down from Wizards in their enthusiasm for technology?

journeymen

Self-image congruity really doesn't matter much to Sam, particularly because he doesn't usually consider the opinions of others or their feelings when he acts. Sam would be described as a(n)

low self motivator

Under conditions of crowding, consumers tend do to all of the following except

make less demands on staff

Carmen was participating in a psychographic study, and several questions pertained to activities and interests. Questions regarding this aspect of lifestyle include which of the following?

nonoccupational behaviors like hobbies or sports

An outlet or brand whose performance confirms a low-performance expectation generally will result in

nonsatisfaction

All except which of the following nonmarketing factors affect consumers' desired state? normal depletion, culture, reference group, household characteristics, financial status/expectations

normal depletion

Amie usually wears a uniform to her Catholic school, but on the first Friday of every month, students can wear other clothes as long as they bring in something for the church's food bank. Amie loves to shop and has plenty of fashionable clothes, but on these free dress days, she usually wears blue jeans, a T-shirt, and athletic shoes. Her mother asked her why she doesn't wear her nice clothes, and Amie told her that she would be made fun of at school. Which type of influence do the other students have on Amie?

normative

Individuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues are known as

opinion leaders

Some consumers are highly susceptible to interpersonal influence, which is a

personality trait

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 décor, 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

Connie just purchased her first new car, and she's actually feeling a little bad about it. She's concerned about how much money she spent and how long she will be making car payments. She's not sure she made the right choice, either. She liked another car a little better, but ended up purchasing another model. Connie is experiencing

postpurchase dissonance

Kerri is searching within herself and trying to determine how she would like to be to herself. Kerri is seeking her

private self concept

Which approach to problem recognition starts with a problem and asks respondents to indicate which activities, products, or brands are associated with (or perhaps could eliminate) those problems?

problem analysis

Which VALS segment of consumers is style conscious and trendy, has limited income, and feels life isn't fair?

strivers

A manufacturer of a digital music player asked several consumers the problems associated with using these types of products. Several consumers said that they had trouble downloading music onto their computers and then onto their music players. Which approach to problem recognition is this marketer using?

product analysis

Which approach to problem recognition examines the purchase or use of a particular product or brand?

product analysis

All except which of the following nonmarketing factors affect a consumer's actual state? normal depletion, past decisions, product/brand performance, reference group, availability of products

reference group

What do Hispanic girls celebrate when they are 15 years old?

ritual situation & cinco de mayo

Samantha and Greg have owned an MG for several years and enjoy taking road trips through the Rockies with other MG owners every year. Which characteristic of brand communities does this illustrate?

rituals and traditions

Which PRIZM social group is characterized by smaller, less densely populated cities or satellites to major cities?

second city

Action-oriented consumers that strive to express their individuality through their choices and purchase experiences are driven by which primary motivation?

self expression motivation

Marty is an action-oriented consumer, and he strives to express his individuality through his choices. He purchases products and services for the experience they can provide him rather than what they might say about him to others. Which primary motivation is guiding Marty's behavior?

self expression motivation

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

Which of the following is a global lifestyle segment identified by Experian's Mosaic Global system?

sophisticated singles

A person who shops at a nicer store than normal because he or she is buying a gift is influenced by the __________ characteristic of the situation.

task definition

Which of the following drives problem recognition?

the consumers perception of the actual state

A completely nominal decision does not even include consideration of

the do not purchase alternative

The increase in product valuation based on "mere" ownership is called

the endowment effect

Even if a dissatisfied consumer takes no external action, which of the following is likely?

they will have a less favorable attitude towards the store or brand

With respect to the specific lifestyle scheme developed by Porsche, which segment of consumers is ambitious and driven, values power and control, and expects to be noticed?

top guns

Disposition of the product or the product's container may occur before, during, or after product use.

true

For many products and services, there are wide variations in profitability across customers

true

Post Industrial Survivors are a global lifestyle segment whose members are slow to adopt innovative products and take few vacations.

true

Two distinct categories of nominal decision making are brand loyal decisions and repeat purchase decisions.

true

The process of one person receiving information from the mass media or other sources and passing it on to others is known as the

two step flow of communication

Which following PRIZM factor is determined by population density, relates to where people live, and is strongly related to the lifestyles people lead?

urbanization

Identification influence is also called __________ influence

value expressive

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

Which of the following is an online "pass-it-along" strategy?

viral marketing

Factors such as information quality, navigation, price, merchandise availability, purchase process, and order tracking are part of which dimension in online satisfaction and dissatisfaction?

web design and interaction