Raymond is visitiog the dentist; he is haviog a wisdom tooth pulled. What type of
consumer behavior activity is Raymond engaged io?
a. Purchase activity
b. Use/consumption activity
c. Communication activity
d. Disposal activity
e. None of the above is correct.
The first time Mark flew Rover Airlines, he had a terrible customer service experience.
Thus, he was very surprised that his next two flights were quite average in terms of
service. Mark’s is experiencing what bias?
a. The law of large numbers
b. The gambler’s fallacy
c. The base rate effect
d. Regression to the mean
e. None of the above are correct.
Divestment rituals make it difficult for consumers to feel a sense of individual
ownership over a used product.
a. True
b. False
Which of the following regarding brand personality is false?
a. Brand personality is a set of human characteristics associated with a brand.
b. Brand personality is typically formed on the basis of a brand’s typical user or typical
usage situation.
c. Consumers extract cultural meaning from the brands they purchase.
d. Brand personality usually includes demographic characteristics, such as sex, age, and
social class.
e. Consumers shape brand personality, but brand personality does not shape consumers.
Public Policy is the establishment of laws and regulations that guide and govern
business practices in order to protect consumers.
a. True
b. False
Excitation transfer theory of emotion states that physiological arousal dissipates at a
faster rate than perceived arousal.
a. True
b. False
Seeing ads for extremely expensive store (e.g., Tiffany’s, Saks Fifth Avenue) activates
these concepts in memory and changes the way consumers think about ordinary retail
stores for a brief period of time: ordinary stores seem inexpensive. This is an example
of:
a. a contrast effect
b. proactive associative interference
c. an assimilation effect
d. an thin slice theory effect
e.a distraction effect
In the purchase decision stage of the traditional model of consumer decision making,
the process always results in actual purchase followed by some post-purchase
evaluation.
a. True
b. False