Chapter 04 – Perspectives on Consumer Behavior
1. (p. 110) Consumer behavior is defined as:
2. (p. 110) _____ is the process and activities people engage in when searching for, selecting,
purchasing, using, evaluating, and disposing of products and services so as to satisfy their
needs and desires.
Chapter 04 – Perspectives on Consumer Behavior
3. (p. 111) _____ generally occurs during the first stage in the consumer decision making
process.
4. (p. 111) Ilon loves his car and does everything necessary to keep the vehicle in top running
condition. When he heard a strange popping noise under the hood, he knew the car needed the
services of a mechanic. The noise triggered the _____ stage of the consumer decision-making
process.
Chapter 04 – Perspectives on Consumer Behavior
5. (p. 111) Energizer batteries come with a tester on each battery that lets a user see if the battery
needs to be replaced. This strategy is focused on reaching consumers at the _____ stage of the
consumer decision making process.
Chapter 04 – Perspectives on Consumer Behavior
6. (p. 112) Which of the following statements describe a situation in which marketer-induced
problem recognition was used?
7. (p. 112) A _____ is a desire for something that one does not have.
Chapter 04 – Perspectives on Consumer Behavior
8. (p. 113) Marketers often introduce new brands into markets that are mature and saturated
because of consumer’s tendency towards:
9. (p. 113) The market for snack food is saturated, but manufacturers continue to develop new
offerings. Which of the following best explains why the makers of Honey Maid graham
crackers found it necessary to develop and market Honey Maid graham sticks?
Chapter 04 – Perspectives on Consumer Behavior
10. (p. 113) _____ are factors that compel or drive a consumer to take a particular action.
11. (p. 113) The Hierarchy of needs theory was popularized by:
Chapter 04 – Perspectives on Consumer Behavior
12. (p. 113) According to Abraham Maslow’s hierarchy of needs, the basic level of needs is:
13. (p. 113) According to Abraham Maslow’s hierarchy of needs theory, the highest level of
needs is ______ needs.
Chapter 04 – Perspectives on Consumer Behavior
14. (p. 113) Lower level needs such as hunger and thirst are important to marketers because
these needs:
15. (p. 113) The headline for the National Flood Insurance program ad reads, “There’s a chance
of flooding in your area. Are you willing to bet the house on it?” The ad shows a picture of a
flooded home and shows how flood insurance helps to satisfy the ______ need as defined by
Maslow’s hierarchy.
Chapter 04 – Perspectives on Consumer Behavior
16. (p. 113) The ad for Riverside Military Academy (RMA) states, “RMA sets standards that
enable young men to achieve extraordinary excellence for a lifetime of accomplishments.” In
other words, students attending RMA will satisfy their ______ needs as defined by Maslow’s
hierarchy.
17. (p. 113) An ad for Duncan Hines cake mixes advises consumers to “Tell Them What Is in
Your Heart Without Saying a Word” by preparing Duncan Hines brownies for your family
and close friends. Duncan Hines is claiming to help satisfy consumers’ _____ need as defined
by Maslow’s hierarchy.
Chapter 04 – Perspectives on Consumer Behavior
18. (p. 113) The slogan of Bata, an Indian shoe brand, is ‘The World at your feet.’ Bata is
focusing on satisfying which of the following need of the consumers?
19. (p. 115) _____ is a technique to probe into the mind of a customer in which an individual is
asked to respond to the first thing that comes to his mind when he or she is given a word or a
picture.
Chapter 04 – Perspectives on Consumer Behavior
20. (p. 115) Martha took part in a marketing research experiment in which she was given two
pictures of two distinctly different kitchens and asked to write a description of the person who
owned each one. What kind of motivation research was Martha participating in?
21. (p. 115) _____ is an approach to the structure and development of personality that focuses on
the underlying motivations for human behavior.
Chapter 04 – Perspectives on Consumer Behavior
22. (p. 115) The print ad for Thomasville furniture’s Louis Phillipe design shows a rumbled bed
with pillows flung on the floor and two empty glasses of wine on a nearby table. The door to
the balcony is open and looks as if the lovers have just stepped out to look at the moon. The
use of sexual innuendoes in this ad to attract attention would be an application of:
23. (p. 115) Clothing manufacturers like Calvin Klein and DKNY often employ sexy models in
an attempt to attract attention to their ads. The theoretical explanation that would most support
the idea that stimulating the consumer’s sex drive would lead to product purchase is an
application of:
Chapter 04 – Perspectives on Consumer Behavior
24. (p. 115) If one subscribes to the theory that “sex sells,” which of the following theories
would best support this position?
25. (p. 115) In-depth interviews, projective techniques and association tests in which consumers
are encouraged to bring out associations related to products and brands are methodologies
used primarily by:
Chapter 04 – Perspectives on Consumer Behavior
26. (p. 116) Critics of psychoanalytic theory believe any results from motivation research are
unusable because:
27. (p. 117) On a trip to Spokane, Joy experienced car trouble. She knew she needed to find a
good mechanic, so she asked the advice of the people running the motel where she was
staying. She also called the local Better Business Bureau to help and looked in the local
Yellow Pages. Finally, she called a friend who used to live in Spokane for his
recommendation. Joy was engaged in the _____ stage of the consumer decision making
process.
Chapter 04 – Perspectives on Consumer Behavior
28. (p. 117) _____ is the stage of the consumer decision making process whereby the individual
scans information stored in memory to recall past experience and/or knowledge regarding
various purchase alternatives.
29. (p. 117) Sam Crenshaw looked at realty ads in local newspaper and in the listings magazine
he found at a local restaurant, asked his friends, and called the local Chamber of Commerce
before purchasing a home site in Lincoln. These activities are examples of:
Chapter 04 – Perspectives on Consumer Behavior
30. (p. 118) _____ is the process by which an individual receives, selects, organizes, and
interprets information to create a meaningful picture of the world.
31. (p. 118) _____ is the immediate, direct response of the senses to stimuli like the smell of
coffee, the feel of an ocean breeze, and the taste of chocolate.
Chapter 04 – Perspectives on Consumer Behavior
32. (p. 118) Perception is an important consideration when creating attention-getting ads.
Obsession and other brands of perfume use scented strips in their ads to influence _____ and
to increase the probability that the ad will be perceived.
33. (p. 119) The perceptual process has often been referred to as the consumer’s _____ process.
Chapter 04 – Perspectives on Consumer Behavior
34. (p. 119) _____ is a filtering or screening of exposure, attention, comprehension, and
retention of stimuli.
35. (p. 119) Micah and Jeremy both watched the Sugar Bowl on television. Micah was especially
interested in the ads for Ford and GMC trucks because he is planning on buying a new truck.
Jeremy did not notice the truck, but because he is a theater major, he did notice the ads for a
new movie based on an Alfred Hitchcock classic. _____ accounts for why the two watched
the same television show and saw different commercials.
Chapter 04 – Perspectives on Consumer Behavior
36. (p. 119) _____ occurs when Mae reads only the book section of the New York Times Sunday
newspaper and not look at the other sections of the paper.
37. (p. 119) The perception process whereby consumers interpret information based on their own
attitudes, beliefs, motives and experiences is known as:
Chapter 04 – Perspectives on Consumer Behavior
38. (p. 119) As you are watching television, have you ever seen the same commercial repeated
numerous times over a period of days? The best explanation for the repetitive ads is the
advertisers’ desire to create:
39. (p. 119) Through the use of mnemonics, advertisers hope consumers will engage in _____
when they see the advertisements.