Consumers who have great influence on other consumers’ behaviors relating to product
adoption and purchase are known as _____.
a. conspicuous consumers
b. surrogate consumers
c. product innovators
d. market leaders
e. opinion leaders
In most countries, the Head of State is expected to act with diplomatic strength. This is
an example of _____ expectations.
a. rational
b. role
c. adaptive
d. personal
e. local
The “Borderland” region, according to the Nine Nations approach, covers the Northern
U.S. states that share a border with Canada.
_____ refers to the feelings that are experienced during consumption activities or
associated with specific objects.
a. Cognition
b. Internalization
c. Affect
d. Habituation
e. Utilitarian value
WEDDING SCENARIO
Janice is excited because her boyfriend just asked her to marry him. Though planning
the wedding may be a big hassle for most people, Janice had it easy as her sister, a
wedding planner, has taken over the task of planning the entire wedding. Janice should
have been the one taking all the decisions, but her sister chose to be the sole
decision-maker on account of her professional competence. Since Janice’s parents are
paying for the wedding, she needs to abide by their wishes even though she might like
to have a more extravagant reception than they are willing to pay for. She will be
getting married in a church, and the priest said she and her fianc would have to attend
pre-marriage counseling sessions over six weeks. They are not really thrilled about
doing that, but they know they can”t get married in their church if they don”t attend the
sessions. Her parents are very frugal, and her mother even suggested that she wear her
old prom dress instead of buying a new wedding gown. Janice was mortified when her
mother suggested this, saying, “But mom, the dress is pink! What would people think if
I wore a pink wedding dress? Wedding gowns are supposed to be white!” So they
settled on letting her pick her own gown, but her father had the last say on which one he
would allow her to purchase. The wedding day came and went without a hitch, and
Janice is now a busy homemaker setting up her new household. Refer to Wedding
Scenario. Janice will be getting married in a church. The priest said she and her fianc
have to attend pre-marriage counseling sessions over six weeks. They are not really
thrilled about doing that, but they know they can”t get married in their church if they
don”t. Which of the following types of social power does the Church priest exercise
over Janice and her fianc?
a. Referent power
b. Utilitarian power
c. Value-expressive power
d. Reward power
e. Legitimate power
Most people grow up imbibing the culture they are born into. They generally do not
contemplate about why they have a preference for certain foods. This is mainly because
everyone else in the family or in their culture seems to share the same preference. The
process by which people imbibe the ways of the culture they are born into is referred to
as _____.
a. acculturation
b. assimilation
c. enculturation
d. adaptation
e. acclimatization
_____ refers to a change in behavior resulting from the interaction between a person
and a stimulus.
a. Cognitive dissonance
b. Emotional labor
c. Self-concordance
d. Emotional contagion
e. Learning
Define evaluative criteria and determinant criteria. Identify the determinant criteria you
used for a recent purchase.
The process through which cultural ideals or values are shifted into products and then to
consumers is known as _____.
a. consumption frequency
b. cognitive dissonance
c. meaning transference
d. distributive fairness
e. positive disconfirmation
Sam is a music buff. He downloads the latest music from unregistered sites, compiles
them, and shares them with his friends. Sam, who is otherwise a law-abiding citizen,
believes that such an act cannot be sanctioned by law. Which of the following best
represents Sam’s belief?
a. Contractualism
b. Rationalism
c. Relativism
d. Determinism
e. Utilitarianism
Consumers with a high capacity to self-regulate their behavior are sometimes referred
to as _____.
a. action-oriented
b. state-oriented
c. time-oriented
d. mood-oriented
e. object-oriented
Which of the following is a negative consequence of consumption?
a. Quality
b. Opportunity costs
c. Prestige
d. Convenience
e. Experience
Products that deliver high utilitarian and hedonic value and that benefit both consumers
and society in the long run are called _____ products.
a. salutary
b. pleasing
c. desirable
d. deficient
e. convenience
The overall goodness or badness of a service provided is referred to as service _____.
a. factor
b. recovery
c. variability
d. quality
e. level
According to the expectancy/disconfirmation theory, when performance perceptions are
more positive than what was expected, _____ occurs.
a. positive disconfirmation
b. negative disconfirmation
c. dissatisfaction
d. confirmation
e. positive expectation
According to the expectancy/disconfirmation theory, when performance perceptions
exactly match what was expected, then _____ occurs.
a. positive disconfirmation
b. negative disconfirmation
c. confirmation
d. dissatisfaction
e. reverse expectation
Jane had very few friends in school until she joined Techno-buzz, a group for
technology enthusiasts. She felt a sense of belongingness with the group and met other
members with whom she shared many common interests. This is an example of
belonging to a _____.
a. collective culture
b. mainstream culture
c. macroculture
d. microculture
e. global culture
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. When Sara, an environmentalist, learned that the management at Raffin
simply throws away their waste material without giving a thought for other more
environment friendly ways of disposing waste, she was less than pleased. Which of the
following disposal alternatives is used at Raffin?
a. Trashing
b. Recycling
c. Converting
d. Trading
e. Donating
Marian Carter takes an aptitude test offered by the career services department at her
school to decide on a particular discipline for her majors. The results indicate that she
fared better in topics related to human reactions to their environment, human thoughts,
feelings, and behaviors. Which of the following disciplines should Marian pursue?
a. Accounting
b. Economics
c. Anthropology
d. Psychology
e. Biology
GIRLS” DAY OUT SCENARIO
Janice and her girlfriends generally reserve the last Saturday of every month for a
girls-only day out. Most of the girls in the group are her friends from school who like to
hang out together and they all share a passion for shopping. When Janice shops with the
group, she restrains herself from her bargaining-prone habit and ends up buying
expensive luxury brands as the group is very conscious of purchasing only high-end
brands. Janice’s best friend Maeve is considered the most informational among the
group. She knows everything about handbags and has an enviable collection of her
own. Everyone seeks her opinion before buying one. Once, a friend hired her to put
together an entire collection of handbags to go with an ensemble. Some designers were
even prompted to use Maeve’s expertise on handbags to promote their new handbag
collections in her social circle. They gave her a few handbags to carry around at parties
and other social events. Mauve also used a few social networking sites to write about
the brand and thus created excitement about the brand among her friends. Refer to Girls’
Day Out Scenario. Some designers used Maeve’s expertise on handbags to promote
their new handbag collections in her social circle. They gave her a few handbags to
carry around at parties and other social events. Mauve also used a few social
networking sites to write about the brand and thus created excitement about the brand
among her friends. This is an example of _____ marketing.
a. drip
b. ambush
c. buzz
d. affinity
e. stealth
The overall subjective worth of a shopping activity considering all associated costs and
benefits is known as _____.
a. experiential shopping value (ESV)
b. reversal shopping value (RSV)
c. epistemic shopping value (ESV)
d. acquisitional shopping value (ASV)
e. personal shopping value (PSV)
A consumer who eats a whole pint of Ben & Jerry’s New York Super Fudge Chunk
ice-cream and later feels guilty, is experiencing _____.
a. emotional contagion
b. emotional labor
c. extraneous emotions
d. self-conscious emotions
e. autonomic emotions
Carbonated drinks loaded with sugar and having little nutritional value are examples of
_____ products.
a. deficient
b. specialty
c. salutary
d. pleasing
e. desirable
COFFEE-MAKER SCENARIO
Jane was visiting her friend and was served a coffee drink at her friend’s house that was
similar to the ones she’s had at coffee shops. Her friend told her that she can make such
coffee drinks with her single-serve pod coffee maker. Jane decided she”d like to buy
one as she wanted to enjoy similar coffee drinks at home, but she didn”t know much
about them. She searched the Internet and visited Bed Bath & Beyond, Sur La Table,
Williams Sonoma, and even Walmart. She realized there were several brands of the
product, such as Tassimo, Keurig, Brevity, Cuisinart, Bunn, Senseo, and Mr. Coffee.
With prices ranging from as low as $20 to several hundreds of dollars, it was difficult
for Jane to decide on a single brand. She was concerned about paying several hundred
dollars for a coffee maker. In the end, she shortlisted Tassimo, Keurig, and Cuisinart
over the others for further consideration, keeping in mind her budget as well as the
product features she was looking for. She deliberately left out Real and Fresh Coffeez,
even though it was believed to be a good brand as she had a bad experience with one of
its products. She did notice that Tassimo featured Well-Fresh coffee while none of the
others did, and she ended up purchasing Tassimo for $130. She bought it because that’s
her favorite brand of coffee and Jane strongly feels that the coffee experience at
Well-Fresh coffee is found nowhere else. In buying Tassimo, Jane hoped to replicate the
Well-Fresh coffee experience at home. Refer to Coffee-Maker Scenario. Jane didn”t
know much about coffee-makers. Therefore, she searched the Internet and visited
different stores. She realized there were several brands of the product with prices
ranging from as low as $20 to several hundreds of dollars. Which of the following
decision-making approaches best reflects Jane’s method of finding information prior to
the purchase?
a. Experiential decision making
b. Habitual decision making
c. Routine decision making
d. Extended decision making
e. Limited decision making
Which of the following types of cognitive appraisals reviews responsibility for events
and can evoke emotions like gratefulness, frustration, or sadness?
a. Outcomes appraisal
b. Equity appraisal
c. Anticipation appraisal
d. Agency appraisal
e. Introspective appraisal
Consumers who spread information about all types of products and services that are
available in the marketplace are called _____.
a. surrogate consumers
b. opinion leaders
c. market mavens
d. universal shoppers
e. conspicuous consumers
According to which of the following orientations, each customer represents a potential
stream of resources rather than just a single sale?
a. Product orientation
b. CVF orientation
c. Hedonic orientation
d. CRM orientation
e. Utilitarian orientation
Which of the following is true of cognitive dissonance?
a. It occurs for all decisions.
b. It occurs merely for unimportant decisions.
c. It occurs when the consumer is unaware of any alternatives.
d. It occurs when the decision involves risk.
e. It occurs when the decision is easy to reverse.
_____ represent a commonly agreed upon consensus about the most preferable ways of
living within a society.
a. Cultural trails
b. Cultural lags
c. Cultural biases
d. Cultural values
e. Cultural sanctions
Clark has been craving for the latest iPhone in the market. He is still repaying his
student loan and hence unable to afford to buy the iPhone even though he has a job.
However, Clark ends up buying an iPhone at a throwaway price from the black market.
Which of the following is most likely representative of Clark’s perceived misbehavior?
a. Unfulfilled aspirations
b. Lack of moral constraints
c. Differential association
d. Pathological socialization
e. Thrill-seeking
A small piece of coded information that helps to retrieve a particular piece of
knowledge is known as a _____.
a. node
b. trace
c. path
d. script
e. tag
The number of times a product or service is consumed in a given time period is known
as consumption _____.
a. amount
b. value
c. replacement
d. replenishment
e. frequency
Traffic Followers, a group promoting road safety, has a strict code of sanctioning
members found flouting traffic rules. In some cases, nonconformity can result in
expulsion from the group. This is an example of a group exercising _____ power over
its members.
a. referent
b. expert
c. reward
d. coercive
e. abusive
The challenge for those who sell seasonal products is to change the products according
to changing seasons.
Cultural distance represents how disparate one nation is from another in terms of their
CSVs.
Name and describe the different types of reference groups that influence consumers.
Give an example for each type with a group that influences your behavior.
Equity theory proposes that consumers are satisfied with their own level of inputs and
outcomes in an exchange and make no effort to compare them with that of another
party.
Behaviors often cease when reinforcers are no longer present.
The Internet has made geographical distance almost a non-issue.
Consumption activities associated with a given role tend to be universal across cultures.
The most basic needs are addressed with hedonic value, and as needs become more
elaborate, utilitarian value is often needed to satiate the need state.
Tattoos are means of promoting one’s self-concept.
Explain the concept of just meaningful difference (JMD). Describe with an example,
how marketers can use it to influence consumers?
Undifferentiated marketing adopts the consumer orientation.
Retail personality is the way a retail store is defined in the mind of a shopper based on
the combination of functional and affective qualities.
Consumers experiencing negative self-conscious emotions have illusions of their actual
needs resulting in misidentification of needs.
The idiographic approach in trait research focuses on individual traits.
Countries with relatively high cultural distance scores are more similar and tend to
value the same types of consumption experiences.
Explain the role of consumer behavior in business and society.