Chapter 04 – Perspectives on Consumer Behavior
76. (p. 128) For which of the following situations is a consumer’s purchase behavior most likely
to be characterized by extended problem solving?
77. (p. 128) A product manager for a new brand of laundry detergent must:
Chapter 04 – Perspectives on Consumer Behavior
78. (p. 129) _____ is the process by which individuals acquire the purchase and consumption
knowledge and experience they apply to future related behavior.
79. (p. 129) _____ assumes that learning is an associative process with an already existing
relationship between a stimulus and a response.
Chapter 04 – Perspectives on Consumer Behavior
80. (p. 129) _____ occurs when an unconditioned stimulus and a conditioned stimulus occur in
close proximity in time and space.
81. (p. 129) _____ is likely to occur when a point-of-purchase display for a new type of dental
adhesive is teamed with a life-size portrait of Clint Eastwood, a man many people who are
over 50 admire and want to emulate.
Chapter 04 – Perspectives on Consumer Behavior
82. (p. 129) Many baby boomers, especially males, can easily recognize the aqua blue color that
was used on many 1950s automobiles. Seeing that color on a restaurant wall or as the color
used on restaurant booths will elicit a response to that restaurant that is:
Chapter 04 – Perspectives on Consumer Behavior
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83. (p. 129) An ad for Lowe’s Home Improvement Warehouses shows a U.S. flag made out of
flowers and has the headline, “Hooray for the red, white, and bloom.” The ad associates
Lowe’s with the beauty of flowers as well as patriotism—both of which evoke positive
responses in consumers and by association should evoke positive responses for Lowe’s. This
is an example of:
Chapter 04 – Perspectives on Consumer Behavior
84. (p. 130; 131) Why are principles of operant conditioning useful in the development of
promotional strategies?
85. (p. 130) Operant conditioning is sometimes referred to as _____ conditioning.
Chapter 04 – Perspectives on Consumer Behavior
86. Campbell’s uses coupons, premiums and sweepstakes to promote its soup. This reflects an
application of:
87. (p. 131) The presence of a prize in every box of Cracker Jack snacks is an example of:
Chapter 04 – Perspectives on Consumer Behavior
88. (p. 131) Learning occurs most rapidly under a(n) _____ reinforcement schedule, but the
behavior is likely to cease when the reinforcement stops.
89. (p. 131; 132) _____ is the reinforcement of successive acts that lead to a desired behavioral
pattern or response.
Chapter 04 – Perspectives on Consumer Behavior
90. (p. 131; 132) When Sunkist introduced Almond Accents, a topping for everything from salads
to casseroles, the promotional program for the introduction process included a 75-cents-off
coupon on one 6 ounce bag and a $1.25-cents off coupon for two 6-ounce bags. In addition,
consumers were asked to enter an original recipe using Almond Accents in a contest in which
the first prize was a trip for two to the Culinary Institute of America. The use of these
promotional tools is a good example of the application of:
91. (p. 132) Behavioral learning theories have been criticized for:
Chapter 04 – Perspectives on Consumer Behavior
92. (p. 132–133) Peugeot ran a print advertising campaign for its automobiles that presented
twenty good reasons for buying a Peugeot 505. The ad was very detailed and contained a
great deal of information about the performance characteristics of the car. This type of ad
campaign would be consistent with:
93. (p. 132) Business-to-business advertisers often assume their ads must contain a lot of
information so potential customers can use this information to solve their problems. The basis
for this type of advertising would be the application of:
Chapter 04 – Perspectives on Consumer Behavior
94. (p. 132) The print ad for Chevy Ventura vans contains about ten times more copy than other
ads in a recent issue of Better Homes & Gardens magazine. Which of the following theories
states that this is an appropriate way to shape consumer behavior?
95. (p. 134) _____ are groups or segments in a society that possess similar beliefs, values, norms
and patterns of behavior that set them apart from the larger mainstream.
Chapter 04 – Perspectives on Consumer Behavior
96. (p. 134) Ads for cruises, vacation time shares, and resort areas often show a couple enjoying
quiet time together. Many of these ads contain two men or two women rather than a man and
a woman in order to appeal to the lucrative gay market. This type of ad campaign with same
sex couples is an example of how _____ affect marketing.
97. (p. 134) A _____ is a group of contemporaries, all born during the same period, having
shared interests and attitudes.
Chapter 04 – Perspectives on Consumer Behavior
98. (p. 134) _____ refers to relatively homogeneous divisions in a society into which people
sharing similar lifestyles, values, norms, interests, and behaviors can be grouped.
99. (p. 135) A _____ is a group whose presumed perspective or values are used by an individual
as the basis for his or her judgments, opinions, and actions.
Chapter 04 – Perspectives on Consumer Behavior
100. (p. 136) A reference group to which one does not wish to belong is a(an) _____ group.
101. (p. 136) Reference groups to which one would like to belong are called _____ groups.
Chapter 04 – Perspectives on Consumer Behavior
102. (p. 136) Civic organizations like Rotary Clubs, Kiwanis and Lions Clubs offer their
members camaraderie and a chance to help others through donations of time and money. By
being positive forces in their communities, these organizations become:
103. (p. 136) Boxing champion Evander Holyfield is a popular role model for young African-
American children, especially in his home state Georgia. An anti-litter ad campaign that
features Holyfield attempts to convince children to “Keep Georgia Peachy Clean” just like
Evander does. This ad campaign hopes children will want to emulate Holyfield and convince
others to emulate the fighter. Thus, a(n) _____ reference group will be created.
Chapter 04 – Perspectives on Consumer Behavior
104. (p. 137) In the family decision-making process, the person in the family who is responsible
for problem recognition is the:
105. (p. 137) In the family decision-making process, the person who is responsible for gathering
information to be used in making the decision is known as:
Chapter 04 – Perspectives on Consumer Behavior
106. (p. 137) Factors such as time of day, store environments, or occasion for which a product
will be used are examples of: