Define customer commitment and describe its significance.
Most young consumers who were born between 1995 and 2010 belong to _____.
a. Generation X
b. Baby Boomers
c. Millennials
d. Generation Y
e. Generation Z
The statement, “I always buy Honda automobiles”, is an example of the _____
component of attitude.
a. affect
b. cognition
c. behavior
d. trustworthiness
e. abstract
Stan has never entered into any of the Resplendent Stores, a chain of retail stores, in
more than ten years. Because of a bad past experience, he harbors a particular aversion
for them, and he has vowed never to shop in any of their stores. Stan is best described
as a(n) _____ with respect to Resplendent Stores.
a. antiloyal consumer
b. disconfirming consumer
c. late adapter
d. laggard
e. state-oriented consumer
In consumer behavior, the emotional nature of an environment or the feelings created
by the total aura of physical attributes that comprise the physical environment is
referred to as _____.
a. metacentric
b. telocentric
c. atmospherics
d. biometrics
e. climacterics
Apple sold more than 7 million iPads within months of launching the product. Prices
for this product ranged from $499 to more than $800, and Apple had difficulty keeping
up with the demand. Obviously, the _____ outweighed the _____ for this product.
a. satisfaction; demand
b. need; want
c. consumption; need
d. costs; benefits
e. supply; demand
Refer to Fast Food Scenario. Daniel conceptualized a place that will offer a quick bite
as a healthy alternative, so consumers would not have to suffer from guilt. In doing so,
Daniel is offering _____ value to his customers.
a. augmented
b. utilitarian
c. hedonic
d. temporal
e. tangential
_____ are relatively enduring overall evaluations of objects, products, services, issues,
or people.
a. Beliefs
b. Attitudes
c. Prejudices
d. Intentions
e. Support arguments
The attitude-toward-the-object model represents a _____ approach.
a. noncompensatory
b. superordinate
c. conjunctive
d. disjunctive
e. compensatory
Psychographic analysis involves surveying consumers using _____, which are used to
gain an understanding of consumers’ activities, interests, and opinions.
a. PERT tools
b. Six Sigma methods
c. ANOVA techniques
d. CPM algorithms
e. AIO statements
Which of the following are intended to cover costs incurred by a consumer due to an
injury?
a. Statutory damages
b. Nominal damages
c. Punitive damages
d. Compensatory damages
e. Exemplary damages
According to Maslow’s hierarchy of needs, which of the following represents the need
to be recognized as a person of worth?
a. Esteem needs
b. Physiological needs
c. Self-actualization needs
d. The need for safety and security
e. The need for belongingness and love
Many people lost their homes and everything they owned during hurricane Katrina.
While they realized the need for shelter, they also realized that they didn”t have any
food or water. These were the needs that required to be addressed immediately.
According to Maslow’s hierarchy of needs, which needs were these people most
concerned about?
a. Self-actualization needs
b. Esteem needs
c. The need for belongingness and love
d. Physiological needs
e. The need for achievement
Bart likes to deface people on billboards by drawing mustaches on their faces. He also
changes the words in the ads to reflect something to the contrary. He does this on poster
ads in subway stations and transportation shelters. Which of the following best
describes Bart’s behavior?
a. Phishing
b. Identity theft
c. Spoofing
d. Culture jamming
e. Vishing
Some marketers offer each individual customer a different product, so each customer is
essentially treated as a segment of one. Which way of doing business does this
represent?
a. Undifferentiated marketing
b. Direct marketing
c. Ambush marketing
d. One-to-one marketing
e. Niche marketing
WEEKEND SHOPPING SCENARIO
The Smiths do their groceries every weekend. These are elaborately planned with Mrs.
Smith making a list of requirements for the entire family over the week. She never
forgets to replenish their stock of Caribbean coffee as her husband, a writer, generally
feels groggy and sleepy after lunch in the afternoon. The coffee keeps him awake at
such times. Fruits are a “must-buy” for the family. Everyone including their three
children loves apples. However, Mrs. Smith refrains from buying apples when they are
not in season as they tend to be more expensive. This weekend, she bought a new brand
of pasta that her children insisted on buying as they were tempted by its commercial
that comes on TV everyday at dinnertime. She also bought a packet of cocoa powder
even though it was not on the list. She realized she needed it as she was attending
chocolate-making classes. She has a weakness for milk chocolates and cannot resist the
temptation to buy them. The Smiths don”t have a strict budget for these shopping trips.
More often than not, Mrs. Smith relies on her memory to keep a tab on their
expenditure. What matters most to them is that everyone in the family should get what
they want. Refer to Weekend Shopping Scenario. Mrs. Smith refrains from buying
apples when they are not in season as they tend to be more expensive. Which of the
following temporal factors most likely prevents Mrs. Smith from buying apples?
a. Time pressure
b. Time constant
c. Time reciprocity
d. Time of the day
e. Time of the year
A light brown, slightly sticky, sweet, round food with a hole in the middle is easily
recognized as a doughnut in nearly every part of the world. Which of the following
consumer reactions to a stimulus is demonstrated in this example?
a. Accommodation
b. Assimilation
c. Simulation
d. Distortion
e. Contrast
Which of the following characteristics of relationship quality represents the perception
that the buyer and seller can depend on each other?
a. Trust
b. Communication
c. Equity
d. Personalization
e. Competence
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. Many smokers will read the
labels on the packs and process the image in the warning, but this will not bring about a
change in behavior as they don”t believe that will happen to them personally. This is an
example of _____.
a. selective exposure
b. accommodation
c. assimiliation
d. learning
e. selective distortion
Andy has always wanted to be a part of the college football team for as long as he can
remember. He attends all the trials and works hard to maintain his athletic fitness. Being
a part of the team appeals to Andy’s _____ self.
a. actual
b. extended
c. ideal
d. social
e. real
Two main types of values are _____.
a. internal and external
b. utilitarian and hedonic
c. personal and social
d. primary and secondary
e. temporal and stable
The management at Drops & Dew, a newly established winery, uses an ad showing kids
roller-skating and sipping wine with rap music in the background. Which of the
following is most likely to be the consumers’ response toward the advertisement?
a. Consumers will process the information presented more deeply.
b. Consumers’ comprehension of the product will decrease due to message incongruity.
c. Consumers will develop a favorable attitude toward the product presented.
d. Consumers’ attitude will be more favorable as the message source is credible.
e. Consumers’ will purchase the product because the message source is trustworthy.
Jason is buying a new car. He does not really know much about automobiles and does
not care to know much about them. However, due to the high price of the car, he gets
involved in the shopping process by visiting show rooms, searching the Internet, and
looking at other sources of information. Which type of involvement does this represent?
a. Enduring involvement
b. Unemotional involvement
c. Associative involvement
d. Situational involvement
e. Moderate involvement
_____ refers to a marketplace condition in which consumers do not view all competing
products as identical to one another.
a. Product positioning
b. Product differentiation
c. Marketing positioning
d. Competitive advantage
e. Market differentiation
Mr. Smith is a renowned gastronomist. As his job needs knowledge of a wide range of
cuisines, he tries to remember a dish by its taste as well as its smell. Which of the
following will best describe the technique used by Mr. Smith to remember various
dishes?
a. Chunking
b. Dual coding
c. Memory tracing
d. Mental tagging
e. Priming
FINE DINING SCENARIO
Raffin, a fine dining restaurant in Manhattan, has reservation bookings running several
weeks in advance. Sara and her friends had made reservations two weeks in advance.
She had come across many good reviews about the restaurant that she decided to go
there. When the day finally came, Sara was excited as she had been eagerly looking
forward to the dining experience in Raffin. However, when she finally reached there
and approached the reception, she was told that her name was not listed. She was made
to wait for half an hour before she could get a table. Though the problem was sorted
out, Sara was less than pleased as she had made reservations two weeks in advance.
This initial hassle spoilt Sara’s remainder of the evening and she held the poor
management at Raffin responsible. It didn”t help when Sara, an environmentalist,
learned that the management at Raffin simply throws away their waste material without
giving a thought for other more environmental friendly ways of disposing waste. At the
end of the meal Sara was handed a customer feedback card. The card had a
questionhow do you rate your overall satisfaction at Raffin? The answer choices were in
the form of a scale that included completely
dissatisfied/dissatisfied/satisfied/completely satisfied. Sara expressed that she was
completely dissatisfied with the restaurant’s overall services.
Refer to Fine Dining Scenario. Raffin is a fine dining restaurant in Manhattan. This is
an example of an establishment dealing in _____ goods.
a. durable
b. nondurable
c. recyclable
d. non-degradable
e. nonperishable
The behavior change induced when the human brain processes stimuli that occur below
the level of human consciousness is known as _____.
a. selective distortion
b. subliminal discrimination
c. selective attention
d. subliminal persuasion
e. preattentive effect
When material presented early in a message is most influential, a _____ is said to occur.
a. primacy effect
b. contrast effect
c. recency effect
d. peripheral effect
e. negative effect
Denise thinks she should get a bigger bonus than her co-workers as she has been selling
more of the company’s products than the others. This is an example of a(n) _____
expectation.
a. relative
b. predictive
c. ideal
d. normative
e. equitable
Which of the following types of shopping is most likely to provide the greatest hedonic
shopping value?
a. Acquisitional shopping
b. Experiential shopping
c. Epistemic shopping
d. Impulsive shopping
e. Planned shopping
Which of the following represents the emotional meaning of an environment which
results from the sum effect of all ambient attributes that influences the way one feels in
that place?
a. Functional quality
b. Affective quality
c. Adaptive quality
d. Epistemic quality
e. Sustainable quality
Which of the following is used to describe the activities of various groups to protect
basic consumer rights?
a. Commodity fetishism
b. Consumer ethnocentrism
c. Commercialism
d. Freeganism
e. Consumerism
Dysfunctional fan behavior refers to abnormal functioning relating to sporting event
consumption.
Compulsive shoppers tend to focus on the mental highs associated with “the hunt,”
whereas compulsive buyers feel the need to buy.
People who are highly ethnocentric believe that consumers should be more global in
their purchasing activities and buy products from different countries.
In instrumental conditioning, all reinforcement must be positive for behavioral change
to occur.
Culture jamming refers to attempts to disrupt advertisements and marketing campaigns
by altering the messages in some meaningful way.
AIO statements are used in psychographic analysis to divide consumers into groups
based on the resources available to them.
Ecological factors cause differences in culture because they change the relative value of
objects.
New alternatives of a product will be compared to exemplars first and then to other
brands that are found in the brand category.
With habitual decision making, consumers seek extensive information as most
consumers experience high involvement with their habits.
Anger evokes an avoidance response, and as a result, an angry consumer avoids a
potential confrontation and simply goes away.
Explicit memory creates preattentive effects.
Consumers derive meaning from both the actual text of a message and the visual
presentation of the message.
According to the elaboration likelihood model (ELM), if a consumer is highly involved
with a message, the peripheral route to persuasion will be followed.
A primacy effect is said to occur when material presented toward the end of the
advertisement has the most impact.
A script is a schema representing an event.