Chapter 04 – Perspectives on Consumer Behavior
40. (p. 119) The gecko lizard in the Geico Direct insurance ads, the golden arches of
McDonald’s, and the Mr. Peanut character used by Planters’ Peanuts are all examples of:
41. (p. 119) Symbols, rhymes, association and images that assist in the learning and memory
processes are known as:
Chapter 04 – Perspectives on Consumer Behavior
42. (p. 119) Ads reminding people to use the FEDEX by dialing 1-800-GOFEDEX are based
on:
43. (p. 120) The basis for subliminal advertising can be found in:
Chapter 04 – Perspectives on Consumer Behavior
44. (p. 120) _____ is the ability to perceive a stimulus that is below the level of conscious
awareness.
45. (p. 120) According to those who believe in subliminal advertising, effective symbols, such as
skulls and cross bones, phallic symbols and words such as “sex”, are embedded in the ads.
The use of these symbols to stimulate consumers’ motives would receive support from _____
theory.
Chapter 04 – Perspectives on Consumer Behavior
46. (p. 121) The various brands identified as purchase options to be considered during the
alternative evaluation process are known as:
47. (p. 121) During which stage of the consumer decision-making process are evoked sets and
evaluative criteria relevant?
Chapter 04 – Perspectives on Consumer Behavior
48. (p. 121) Todd buys a cold drink every afternoon. He either buys a Coca-Cola, or a Minute
Maid lemonade. He will not consider any other brand or type of soft drink because the two
drinks make up his:
49. (p. 121) Leeanne is going to buy canned vegetables for her family’s meals. Her evoked set
would best be described as:
Chapter 04 – Perspectives on Consumer Behavior
50. (p. 123) _____ are the dimensions or attributes of a product that are used to compare
different alternatives.
51. (p. 123) During which stage of the consumer decision making process are both functional
and psychosocial consequences important?
Chapter 04 – Perspectives on Consumer Behavior
52. (p. 123) _____ refer to specific events or outcomes consumers experience when a product or
service is purchased and/or consumed.
53. (p. 123) _____ are the concrete outcomes of product or service usage that are tangible and
directly experienced by consumers.
Chapter 04 – Perspectives on Consumer Behavior
54. (p. 123) In terms of the alternative evaluation stage of the consumer decision-making
process, how a golf cart handles, how the brakes on a bicycle work, and how well a stain
remover eliminates grass stains are all examples of:
55. (p. 123) Which of the following is an example of a functional consequence?
Chapter 04 – Perspectives on Consumer Behavior
56. (p. 123) Which of the following is an example of a psychosocial consequence?
57. (p. 123) In terms of the alternative evaluation stage of the consumer decision-making
process, how you feel when you wear new shoes, how you think others like your new hair
style, and how a new weight-loss plan makes you feel about yourself are all examples of:
Chapter 04 – Perspectives on Consumer Behavior
58. (p. 123) _____ are the abstract outcomes of product or service usage that are intangible,
subjective and personal.
59. (p. 123) _____ is a construct that represents an individual’s overall feelings or evaluation of
an object and is viewed as a learned predisposition to respond toward it.
Chapter 04 – Perspectives on Consumer Behavior
60. (p. 124) Which of the following statements describes a major advantage inherent in the use
of multiattribute models to study consumer behavior?
61. (p. 124) _____ views a consumer’s attitude toward a brand as possessing a number of
attributes that provide the basis on which consumers form their attitudes.
Chapter 04 – Perspectives on Consumer Behavior
62. (p. 124) Beliefs concerning specific attributes or consequences that are activated and form
the basis of an attitude are known as:
63. (p. 124) Spalding ran an advertisement promoting its Top Flight golf balls as the brand that is
the most durable and goes the farthest. This ad campaign attempted to influence consumers’
attitudes by:
Chapter 04 – Perspectives on Consumer Behavior
64. (p. 125) Information such as product knowledge, meanings, and beliefs is combined to
evaluate alternatives through:
65. (p. 125) Simplified decision rules such as “Always buy the largest size of the cheapest priced
detergent” or “Only buy motor oil if the manufacturer is offering a rebate” are:
Chapter 04 – Perspectives on Consumer Behavior
66. (p. 125) In its ads, Maxwell House Coffee stresses consumers’ overall emotional impression
of the brand with its “Good to the last drop” slogan. Maxwell House wants consumers to
purchase on the basis of this impression and not by comparing specific attributes of other
brands of coffee. This is an example of a marketer using:
67. (p. 125) Nestlé uses the slogan, “Good Food, Good Life” to stress that its products provide
everything consumers need—there is no need of looking at any other brands. Nestlé uses:
Chapter 04 – Perspectives on Consumer Behavior
68. (p. 126) _____ is an outcome of the alternative evaluation process and represents a
predisposition to buy a certain brand.
69. (p. 126) _____ is a preference for a particular brand that results in its repeated purchase.
Chapter 04 – Perspectives on Consumer Behavior
70. (p. 126) David Pruitt owns several rental apartments. He has used many appliance brands in
his apartments and has been dissatisfied with their short life span. David now purchases only
Maytag brand appliances to go into his apartments. His repeat purchases indicate:
71. (p. 127) _____ occurs when consumer’s expectations are either met or exceeded.
Chapter 04 – Perspectives on Consumer Behavior
72. (p. 127) In the post purchase evaluation stage, when performance of a product or service is
below expectations, it would result in:
73. (p. 127) _____ is a state of psychological tension or post-purchase doubt a consumer may
experience after making a difficult purchase decision.
Chapter 04 – Perspectives on Consumer Behavior
74. (p. 127) For which of the following products is the consumer most likely to experience
cognitive dissonance?
75. (p. 128) Most of the purchase decisions made by consumers for low-priced frequently
purchased products are characterized by: