Melissa wants to buy a new hair dryer. She considers five models and assigns them
belief ratings from 1= very poor to 10= very good, and importance ratings from 10=
most important to 1=least important. She sets a mental cutoff of 5 as a selection
criterion for the model. According to the lexicographic rule, which of the following
models would she select?
a. Model D
b. Model B
c. Model C
d. Model A
e. Model E
The practice of running advertisements primarily at times when customers will be most
receptive to the messages is known as _____.
a. advertiming
b. conquesting
c. meta-advertising
d. cool hunting
e. shockvertising
Starz Inc., a toy manufacturer, wants to attract new customers while retaining its old
customers. In which of the following conditions is Starz Inc. is likely to be most
vulnerable to consumers’ switching behavior?
a. When its customers are satisfied with its product offerings
b. When it operates in a business environment with high competitive intensity
c. When its largest competitor’s product is priced much higher than its own
d. When it is the only product of its type in a market
e. When the cost of switching to competitors’ products is high
Mental and cognitive structures through which individuals perceive the world based
largely on their standing in a social class is referred to as _____.
a. habitus
b. conceptus
c. status
d. prospectus
e. stratum
The process of grouping stimuli by meaning so that multiple stimuli can become a
single memory unit is known as _____.
a. tracing
b. retrieving
c. encoding
d. chunking
e. tagging
As the manager of a leading banking institution, Bijou tracks detailed information about
the bank’s clients. This way more client-oriented decisions can be made, leading to
longer-lasting affiliations with clients. Bijou is involved in _____.
a. customer relationship management
b. marketing management
c. consumer value management
d. quality management
e. internal marketing management
Risk associated with the cost of the product is known as _____ risk.
a. social
b. physical
c. performance
d. time
e. financial
LAWN SPRINKLER SCENARIO
Mathew recently installed a new water sprinkler for his lawn. He had to purchase a new
sprinkler to replace the old, broken one. The new sprinkler came with an automated
sensor that controlled the amount of water as well as pressure depending on the
humidity and temperature on a given day. This saved Mathew the hassle of putting on a
timer. He no longer worried on his way to work over whether he turned the sprinkler on
or not. The sprinkler did the needful automatically.Refer to Lawn Sprinkler Scenario.
The new sprinkler was easy to use and time-efficient. It also maintained the balance of
water and pressure and hence carefully tended the lawn. All these represent the _____
of the sprinkler.
a. features
b. benefits
c. elements
d. criteria
e. specifications
WARNING LABELS SCENARIO
Cigarette packages and advertisements have included warning labels for several years,
but the Family Smoking Prevention and Tobacco Control Act (Tobacco Control Act)
signed into law in 2009 required that stronger and more graphic health warnings appear
on cigarette packages by 2012. In 2011, the Food and Drug Administration proposed
nine new textual warning statements that were much stronger than previous warning
statements. The new warning statements included statements such as “Cigarettes are
addictive,” “Cigarettes cause cancer,” and “Tobacco smoke may harm your children.”
These statements were to be accompanied by color graphics depicting the negative
health effects of smoking. Some of the proposed graphics included a picture of diseased
lungs, a man smoking with smoke coming out of a hole in his throat, rotted teeth and
mouth cancer, a mother blowing smoke in her baby’s face, and dead and dying people.
The Tobacco Control Act dictated the placement of these statements and graphics on
packages and advertisements, taking up at least 50 percent of the front of the package
and at least 20 percent of the advertisement. Research reveals that the best way to quit
is the reduce the intake of tobacco in small increments over time rather than an attempt
to quit it altogether. Refer to Warning Labels Scenario. One proposed graphic includes a
picture of a set of diseased and distorted human lungs that makes it difficult to
immediately identify them as a set of lungs. However, with a little effort most
consumers will be able to discern what the graphic actually is because of the
accompanying statement concerning cancer. Which of the following reactions is most
likely to account for the customers’ cognitive categorization of the new product?
a. Accomodation
b. Assimilation
c. Contrast
d. Distortion
e. Integration
Mesha read a magazine article and found out that a normal healthy adult should
consume 25 grams of fiber a day and that fruits, vegetables, and whole grains are good
sources of fiber. The next time she went to the store, she purchased whole wheat bread
and more fruits and vegetables than she would have if she hadn”t read the article. This
change in Mesha’s behavior is an example of _____.
a. learning
b. sensitization
c. habituation
d. cognition
e. distortion
A researcher studies consumer characteristics such as materialism, innovativeness, and
the need for cognition together with their impact on the purchasing behavior of
consumers. Which of the following refers to the approach to studying personality that
the researcher is using in this instance?
a. Motivational research
b. Trait approach
c. BCG matrix analysis
d. Porter’s five forces analysis
e. Personology approach
When Gerald returned a used product at the retailer he bought it from, and managed to
get a refund, he was happy with himself as he was able to buy a new laptop with the
refunded money. This is an example of _____ evaluation.
a. dysteleological
b. deontological
c. analogical
d. teleological
e. ideological
CHRISTMAS SHOPPING SCENARIO
Maisie waits for Black Friday each year to do her Christmas gift shopping. She
maintains the tradition of gift-giving faithfully, as it makes her feel a sense of kinship
and attachment with her family and close friends. As she lives alone, she strongly feels
the need for relationships at this time of year. She steps out wearing her warm fur coat
to protect herself from the sub-zero temperatures. As she shops for her gifts, she comes
across a pair of designer sunglasses that are on sale. She buys them immediately as she
does not like her old pair, and has been thinking of replacing her it with a new one. As a
rule, every year, she buys her mother’s gift last, after she has checked out all the
available gift options. This year, she gets her mother a pair of exquisite pearl drop
earrings. She is a bit anxious because they are very expensive and she hopes that her
mother will like them. While at the jeweler, she decides to buy herself an ornate
Christmas dove as an indulgence. Maisie has had a fascination for them for as long as
she can remember. She has a huge collection of Christmas doves in various sizes and
colors. Maisie comes back tired, but satisfied with her day’s shopping. Refer to
Christmas Shopping Scenario. As Maisie stays alone, she strongly feels the need for
kinship and attachment with her family and close friends. According to Maslow’s
hierarchy of needs, which of the following needs is Maisie most concerned with?
a. Self-actualization needs
b. Esteem needs
c. Physiological needs
d. The need for belongingness and love
e. The need for safety and security
Which of the following is a deeply-held commitment to rebuy a product or service
regardless of situational influences that could lead to switching behavior?
a. Brand equity
b. Brand inertia
c. Brand longevity
d. Brand preference
e. Brand loyalty
Which of the following represents beliefs regarding the fairness or justness of an act?
a. Utilitarianism
b. Moral equity
c. Relativism
d. Contractualism
e. Social determinism
When Melanie went to a mall to buy a birthday gift for her brother, she ended up
buying a new pair of designer eyewear for herself. She had no intention of buying them
as she already owns a few pairs. However, she could not resist herself as they were on
sale. This is an example of _____ shopping.
a. epistemic
b. impulsive
c. utilitarian
d. affective
e. adaptive
Services and experiences are usually classified as _____ by default.
a. durable
b. nondurable
c. nonperishable
d. degradable
e. recyclable
Robert has been closely associated with an organization that works for the protection of
street dogs. When the organization signed up a celebrity with a history of animal cruelty
as its brand ambassador, Robert felt sad. This is an example of _____ appraisal.
a. agency
b. outcome
c. anticipation
d. equity
e. retrospective
Karen Bates has owned several Honda automobiles throughout her life. So, when she
decided to purchase a new car for her daughter, her brand loyalty made the decision
easy. Consequently, she gifted her daughter the latest Honda car. According to the
functional theory of attitudes, this scenario relates to the _____ function of attitude.
a. reinforcement
b. utilitarian
c. bilateral
d. ego-defensive
e. knowledge
Which of the following orients consumers toward avoiding negative consequences?
a. Promotion focus
b. Prevention focus
c. Improvement focus
d. Hedonic focus
e. Assimilation focus
_____ involves the multitude of value-producing seller activities that facilitate
exchanges between buyers and sellers.
a. Operations management
b. Sociology
c. Marketing
d. Psychology
e. Economics
The person in the household who recognizes a need and provides information about a
potential purchase to others is known as a(n) _____.
a. influencer
b. gatekeeper
c. purchaser
d. user
e. decision maker
John is generally thrifty and believes in spending wisely. However, after a bad day at
work, John went shopping and ended up buying and spending much more than he
usually does. Which of the following antecedent conditions is most likely accountable
for John’s increased volume of purchase and spending?
a. Consumer’s buying power
b. Consumer budgeting
c. Consumer’s mood
d. Consumer’s orientation
e. Consumer’s perception of security
Risk associated with the likelihood of a product functioning as expected is referred to as
_____ risk.
a. financial
b. physical
c. social
d. time
e. performance
Which of the following CSV dimensions captures distinctions existing in societies
based on mannerisms typically associated with Western male traits over traditional
feminine traits?
a. Individualism
b. Uncertainty avoidance
c. Masculinity
d. Long-term orientation
e. Power distance
Which of the following is true of self-report measures?
a. It does not require a volitional response from a consumer.
b. It requires the attachment of a measuring device to a consumer.
c. Results obtained from self-report measures are not valid enough to be useful to
consumer and marketing researchers.
d. It requires consumers to recall their affect state from a recent experience.
e. It is considered to be more obtrusive than autonomic measures.
When Charles married Candace, everyone agreed that it was a match made in heaven.
They were both doctors who grew up in the countryside with strong traditional values.
Such marriages between people belonging to identical social classes are known as
_____.
a. homogamy
b. monogamy
c. endogamy
d. exogamy
e. polygamy
THE BILLIONAIRE LIFESTYLE SCENARIO
Philip, Joe and Ralph are all part of a billionaire’s club in their city. They are all in their
mid-40s, but with remarkably successful careers, they became billionaires within a very
short period of time. Philip, the CEO of his own real-estate venture, started out as a
dynamic entrepreneur who managed to make huge profits within two years of starting
his business venture. He believes in living life luxuriously and lavishly. Joe, the CEO of
an event management company, shares the same thought. Joe and Philip splurge on the
latest cars and electronic gadgets in the market. They buy designer clothes, shoes and
watches. They party at the best clubs in the city and are known to order customized
suits for themselves from some of the best designers around the world. They also have a
passion for traveling. They take time off from their work and visit exotic locations
around the world, stay in the best hotels, and eat at expensive restaurants. But not all
billionaires are like Philip and Joe; Ralph, the CEO of a chain of luxury hotels, used to
be materialistic like the others. These days, he is no longer interested in living a lavish
life and is rather keen on reducing his material consumption. He prefers living a simple
life with his family, and rarely indulges himself like he used to do earlier. He feels that
being too materialistic can not only lead to financial distress in the future, but also
create problems in his personal life. Instead of partying like the others, he is often seen
at charity events making donations. He wants to be known primarily for his
contributions to the society and not for having an extravagant lifestyle.
Refer to The Billionaire Lifestyle Scenario. Philip’s belief in living life the luxurious
way indicates that he follows the _____ principle.
a. reality
b. abstinence
c. pleasure
d. stoic
e. charity
Refer to Fast Food Scenario. Daniel found that though fast-food restaurants cater to the
need for a quick bite, consumers feel guilty of indulging in “unhealthy” food habits.
This experience of guilt can be best described as _____ associated with the
consumption of fast food.
a. intuition
b. affect
c. memory
d. cognition
e. motivation
The Seminal Ballet Dancers is a group consisting of aspiring dancers. New members
often mirror the attitudes and behavior of other members as doing so makes them fit in
with the group. Which of the following types of social power is being illustrated in this
scenario?
a. Referent power
b. Legitimate power
c. Expert power
d. Reward power
e. Coercive power
Consumers in bad moods tend to make decisions faster and to outspend their
good-mood counterparts.
Material possessions play an important part in self-expression.
To deliver superior customer value, different business units within the firm must have
the same marketing strategy.
A product’s value can only be created by what the marketer is offering.
The Consumer Behavior Framework (CBF) represents consumer behavior theory
illustrating factors that shape consumption-related behaviors and ultimately determine
the value associated with consumption.
When relationship quality is high, the prospects for a continued series of mutually
valuable exchanges exist.
Decision-making perspectives guide consumers on how to approach decision making.
Define personality and describe three distinct qualities exhibited by personality.
With attribute-based evaluation, consumers evaluate products based on the overall
feeling that is evoked by the alternative.
Highly explicit sexual content in advertisements effectively directs consumers’ attention
to the product advertised.
The marketing concept proposes that all the functions of the organization should work
together in satisfying the marketers’ wants and needs.
The behavioral intentions model adds the subjective norm component that assesses the
consumer’s perceptions of what other people think they should do.
Researchers agree that the interpretive approach is the best approach to study consumer
behavior.
In general, consumers tend to believe advertisements and explicit marketing messages
from companies more than they believe other consumers.
Describe two individual difference variables that play an important role in the extent to
which consumers conform to others’ expectations.
Marketing tactics are ways marketing management is implemented.
A cohort is a group of people who have lived the same major experiences in their life,
and the experiences end up shaping their core values.
Compare and contrast two self-report measures for measuring emotions. Explain how
consumers can experience both positive and negative emotions, and which self-report
measure is best at capturing that?