Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
The ability of a group or individual to influence a consumer due to the group's or
individual's knowledge of, or experience with, a specific subject matter is known as
_____ power.
a. referent
b. legitimate
c. expert
d. reward
e. coercive
James likes learning about latest technologies and he is especially interested in
smartphones. He finds it gratifying to learn more about new models in the market and
changes his phone every few months. Which of the following is exemplified by James'
involvement with phones?
a. Product involvement
b. Situational involvement
c. Monetary involvement
d. Momentary involvement
e. Contextual involvement
What is the difference between qualitative and quantitative research?
a. Qualitative research better enables researchers to test hypothesis as compared to
quantitative research.
b. Quantitative research gathers data in an unstructured way, while qualitative research
gathers data in a structured way.
c. Qualitative research data is researcher dependent, while quantitative research data is
not.
d. Quantitative research data is unstructured and ambiguous, while qualitative research
exemplifies scientific and objective research.
e. Quantitative research requires deep interpretation, but qualitative research does not.
Tina, a consumer researcher, assumes that her buying decisions are influenced majorly
by the emotions associated with the product, such as the enjoyment involved with the
use of the product or service. Which of the following decision-making perspectives
does Tina demonstrate?
a. Rational decision-making perspective
b. Experiential decision-making perspective
c. Behavioral influence decision-making perspective
d. Functional decision-making perspective
e. Implemental decision-making perspective
Which of the following types of shopping behaviors is most likely to be characterized
by both situational memory and utilitarian orientation?
a. Impulsive shopping
b. Compulsive shopping
c. Unplanned shopping
d. Experiential shopping
e. Decisive shopping
Which of the following statements is true of consumers' information processing?
a. Consumers are always rational when they are evaluating possible solutions to a
problem.
b. Consumers tend to have unlimited ability to process all information available in the
environment.
c. Consumers tend to maximize the effort they put into alternative evaluation and
choice.
d. Consumers tend to settle for a solution that is simply good enough to solve a
problem.
e. Consumers tend to consider all possible solutions to a problem as they have the
ability to do so.
The _____ focuses on the total person and the uniqueness of his or her psychological
makeup.
a. hedonic perspective
b. nomothetic perspective
c. universal perspective
d. utilitarian perspective
e. idiographic perspective
According to product categorization, vehicles can be placed under _____ category.
a. subordinate
b. secondary
c. inordinate
d. superordinate
e. primary
Which of the following types of switching costs consists of the total economic
resources that must be spent or invested as a consumer learns how to obtain value from
a new product choice?
a. Procedural switching cost
b. Transactional switching cost
c. Relational switching cost
d. Financial switching cost
e. Rational switching cost
Soft drinks and facial tissues are examples of _____ goods.
a. durable
b. nondurable
c. virtual
d. nondegradable
e. nonperishable
Which of the following best describes the ideal self?
a. It represents the various possessions that a consumer owns that help him form
perceptions about himself.
b. It represents the image that a consumer would like others to have about him or her.
c. It refers to how a consumer would like to perceive himself.
d. It refers to the beliefs that a consumer has about how he or she is perceived by others.
e. It refers to how a consumer currently perceives him- or herself.
Jake has been driving the same car for ten years now, and he thinks it's getting old. This
describes Jake's _____ state with respect to his car.
a. ideal
b. compatible
c. social
d. desired
e. actual
Which of the following terms refers to the efforts put forth by service workers who
must overtly manage their own emotional displays as part of the requirements of the
job?
a. Emotional labor
b. Aesthetic labor
c. Emotional flow
d. Emotional fabrication
e. Emotional consistency
GOURMET RESTAURANT SCENARIO
Stella works for a publishing house in Midtown Manhattan. When her company
relocated her to a new city for six months, she had a tough time. She loves Italian food,
but couldn"t find herself a decent Italian gourmet restaurant in the city. When she
finally found one, Olive's, she started eating there regularly. The food at Olive's was not
satisfactory and nothing compared to the menu Stella was used to at fancy Italian
restaurants in Midtown Manhattan. However, Stella found the staff at Olive's friendly
and believed that they could understand her preferences in food and wine. When her
colleagues heard her predicament, they suggested a place she might like but Stella
decided against it as it was a three-hour drive from where she stays. She wished the six
months will end soon and she would visit Italia, her favorite restaurant in Manhattan,
again. Stella vows that after the completion of six months, she is never going to come
back at Olive's. Refer to Gourmet Restaurant Scenario. Stella never liked the food at
Olive's, but she continued eating there as it was convenient. Stella's buying behavior
with regard to Olive's can be best described as customer _____.
a. empathy
b. loyalty
c. inertia
d. intensity
e. entropy
_____ combine(s) data on consumer expenditures and socioeconomic variables with
geographic information in order to identify commonalities in consumption patterns of
households in various regions.
a. Psychographic techniques
b. Psychoanalytic techniques
c. VALS
d. Geodemographic techniques
e. PRIZM
PROM NIGHT SCENARIO
Sara had been very excited thinking about her approaching senior prom. She had been
flipping through many fashion journals for "the dress". She had almost zeroed in on a
gold dress. However, believing it to be too expensive, she did not even bother to check
the price, even though, the advertisement said "affordable elegance". Finally, she chose
an orange chiffon dress. As she tried the dress on, a sequence of events began to play in
her mindhow Jake, her date, will come to pick her up in a limousine, and will tie a
corsage around her wrist, how her parents will click a picture, and how they will zoom
away to the prom venue and dance the night awayimages that have been playing on her
mind for days now. On the night of the prom, as she was dancing with Jake, she thought
to herself, "Everything is just the way it should be." She was so happy when she was
dancing the waltz thatthe crowd, the noise, the musiceverything drowned out. When
they finally sat down for dinner, they were served by butlers. These butlers were
efficient, tactful and mannerly, exactly the way Sara and her friends had always
imagined butlers would be like. It was perfect. The night was very special for Sara and
she thought that she will remember it for the rest of her life as one of her happiest
memories.
Refer to Prom Night Scenario. Sara decided that the gold dress was expensive and did
not even bother to check the price even though the advertisement said it was
"affordable." Which of the following theories would best account for Sara's
comprehension of the dress as "expensive"?
a. Multiple store theory
b. Habituation theory
c. Frame theory
d. Dual coding theory
e. Signal theory
Daysha was watching a movie when she noticed branded products being shown
conspicuously, such as the main character driving a BMW and drinking a bottle of
Coke. Later, the character's Apple computer was delivered via UPS. Daysha figured that
this was a marketing strategy that employs ______.
a. Weber's law
b. mere association effect
c. overt placement
d. product placement
e. crowd manipulation
Stana is a 24-year-old working woman. She is very technologically savvy and believes
in staying connected with her friends online, at all times. She loves visiting coffee shops
that provide WiFi accessibility. She does not own a car as she prefers to walk than
drive. She owns a small apartment in an urban area. Stana belongs to the _____ group.
a. Baby Boomers
b. Generation X
c. Generation Z
d. Millennials
e. greatest generation
Which of the following theories states that consumers are motivated to act in
accordance with their attitudes and behaviors?
a. Expectancy theory
b. Attribution theory
c. Self-perception theory
d. Equity theory
e. Balance theory
In an associative network, the concepts are represented by _____.
a. paths
b. scripts
c. traces
d. tags
e. nodes
Which of the following is true of the Millennials?
a. They have estranged relations with their parents.
b. They are referred to as the first "always connected" generation.
c. They view technology as the cause for minimizing human interactions.
d. They are collectively referred to as "digital natives."
e. They prefer to live in rural settings than in urban settings.
DISSATISFIED CUSTOMER SCENARIO
Meg went to a local nail salon to get a manicure and pedicure. Unfortunately, she got a
nasty nail infection on her left foot a day after her manicure. She didn"t go back to the
salon to complain, but she told all her friends about it and warned them to never go
there. One of her friends suggested she should go to the salon, complain, and demand a
compensation for her medical expenses, or at least get her money back for the pedicure.
Meg was so disgusted that she didn"t even want to go back there to complain. If she
ever decides to get another pedicure, she certainly won"t go back to that salon. Refer to
Dissatisfied Customer Scenario. Meg posts pictures of her infected toes online and
describes her experience in the salon on a social networking site. In no time,
information on the Web goes viral and badly affects the business of the salon as the
number of customers reduces to a trickle. This is an example of:
a. disconfirming.
b. procedural revenge.
c. negative public publicity.
d. distributive revenge.
e. retaliatory revenge.
Most men hate shopping for clothes and use product price as an indicator for quality.
Many believe expensive products as a guarantee for good quality. In making a buying
decision based on price-quality heuristic, the consumer is making use of _____.
a. cognitive distortion
b. cognitive dissonance
c. cognitive imaging
d. cognitive divergence
e. cognitive structuring
Refer to Superfocus Scenario. While consumers need and want this type of eyeglass,
they also want something that looks fashionable. Most consumers would not consider
the round, silver stainless steel or titanium aluminum charcoal gray frame fashionable.
Thus, on a perceptual map, Superfocus would _____.
a. not be positioned as a very useful product
b. be positioned close to competitors
c. be in a quadrant all by itself
d. not even appear
e. not be very close to the ideal point
Refer to Fast Food Scenario. Daniel wants to cash in on the huge population of busy
professionals who usually don"t have the time for a sit-down meal. They prefer instead
to grab a bite on the go. They are Daniel's _____ for his new restaurant.
a. capital
b. target
c. dominant
d. focal
e. augmented
Daniel's workplace has no structured hierarchy, and all employees are treated equally
regardless of their designations or roles in the organization. According to the CSV
dimension, this is an example of an organization low in _____.
a. individualism
b. masculinity
c. power distance
d. uncertainty avoidance
e. long-term orientation
A consumer who yells, insults, and makes a public scene in an effort to harm a business
after receiving poor service is engaging in _____ revenge.
a. retaliatory
b. rancorous
c. restorative
d. distributive
e. procedural
Dana and John are expecting their first child and therefore decide to furnish their baby's
nursery. They browse over the Internet, read parents' magazines, look out for
advertisements, and visit child-care stores to purchase reasonable and good quality
furniture. Their effort to ensure they make the right purchase decisions can be described
as a _____ associated with the consumption process.
a. cost
b. reaction
c. value outcome
d. touchpoint
e. satisfier
Richard was born in 1976. His parents divorced when he was five years old. Since then
he has been a cynicist, but now he is a strong believer of traditional family values. The
generational microculture Richard belongs to is _____.
a. Generation X
b. Millennials
c. Baby Boomers
d. greatest generation
e. Generation Y
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 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. Which of the
following temporal factors most likely accounts for Mrs. Smith's coffee purchase?
a. Time pressure
b. Time constant
c. Time reciprocity
d. Time of the day
e. Time of the year
When consumers make a decision regarding which laptop to purchase, they consider
features such as, hard-disk size, processor speed, weight, and screen size, as well as the
benefits associated with these features. These features that consumers consider while
assessing whether a particular laptop will satisfy their requirement can be best
described as the _____ criteria.
a. evaluative
b. associative
c. recombinant
d. adaptive
e. accumulative
Which of the following storage areas of the memory system is used to store and encode
information for placement in the long-term memory as well as to retrieve encoded
information for future use?
a. Sensory memory
b. Procedural memory
c. Workbench memory
d. Declarative memory
e. Episodic memory
Marketing actions begin with inputs and end when the completed product is ready for
sale.
The behaviors that result from the self-improvement motivation are aimed at
maintaining the current state of existence rather than changing one's current state to a
level that is more ideal.
The five-factor model approach is universally accepted by all researchers.
How dependent is the marketer on repeat business?
The "I"m working for you!" technique relies on equity theory.
The marketing mix represents the way a marketing strategy is implemented within a
given market or exchange environment.
Define core societal values (CSV). Discuss any three described in the text.
Learning results in core societal values that are relatively enduring.
Explain the significance of QR codes and GPS-based technologies in consumer search.
The person in the household who recognizes a need and provides information about a
potential purchase to others is assuming the role of a decision maker.
The ATO approach is known as a non-compensatory model.
Social power refers to the ability of an individual to rebel against the collective rule of a
group or society at large.
Define comprehension. List the main factors that influence consumer comprehension.
Discuss an example of each factor.
Lower materialism scores are typically found among younger consumers.
Describe the two common interpretative orientations in the study of consumer behavior.
