90. People’s needs to grow, develop, and achieve their full potential are referred to by Maslow as ____
needs.
a.
ego
b.
esteem
c.
self-actualization
d.
social
e.
safety
91. The U.S. Army recruits soldiers based on the slogan, “An army of one,” implying that people can
reach their full personal potential in the U.S. Army. This is an appeal to what need according to
Maslow’s hierarchy of needs?
a.
Safety
b.
Esteem
c.
Self-actualization
d.
Physiological
e.
Social
92. Psychological influences that determine where a person purchases products on a regular basis are
called
a.
convenience responses.
b.
patronage motives.
c.
shopping motives.
d.
pattern responses.
e.
routine decisions.
93. Luis likes shopping at Stein Mart, a discount department store, because he likes the prices, products,
and services the store provides. His selection of this store as a regular stop when shopping is
influenced by ____ motives.
a.
self-concept
b.
self-image
c.
projective
d.
depth
e.
patronage
94. Salina is shopping for low-calorie frozen dinners to take to work for lunch. Salina has always been
mindful of the total calories and the number of fat grams in these dinners. However, after reading an
article about the high sodium counts in frozen meals and the maximum grams of sodium a woman
should eat daily, she now pays attention to the sodium as well. The changes in Salina’s thought
processes and behavior caused by this information is called
a.
learning.
b.
attitude formation.
c.
patronage motives.
d.
personality.
e.
motivation.
95. Marketers often provide consumers with experience to their products, including free samples and trial
offers, to facilitate consumer
a.
patronage motives.
b.
attitudes.
c.
perception.
d.
distortion.
e.
learning.
96. An attitude is
a.
an internal trait that makes a person unique.
b.
a set of actions that a person in a particular position is supposed to perform.
c.
a competence in performing activities.
d.
a person’s behavior caused by information and experience.
e.
one’s evaluation, feelings, and behavioral tendencies toward an object or idea.
97. Having used both Secret and Sure deodorants, Annette feels that Secret is a good product and the one
that best meets her needs. She has formed a(n) ____ about Secret.
a.
motive
b.
consideration set
c.
cognition
d.
attitude
e.
self-concept
98. Cognitive, affective, and behavioral are the three major components of
a.
self-concept.
b.
motives.
c.
lifestyles.
d.
consumer socialization.
e.
attitudes.
99. What consumer research method consists of a series of adjectives, phrases, or sentences regarding an
object, with subjects indicating the intensity of their feelings toward this object by reacting to these
adjectives, phrases, or sentences?
a.
Projective specification
b.
Patronage clarification
c.
Group interview
d.
Attitude scale
e.
Depth interview
100. Melanie prefers to shop at Target for most of her household needs even though the same products and
brands are available at Kmart. She prefers the service, location, and friendliness of the employees at
Target. Melanie’s reasons that influence her decision to shop at Target are called
a.
social needs.
b.
learning processes.
c.
patronage motives.
d.
product attitudes.
e.
retailer attitudes.
101. An attitude scale measures the
a.
strength of a buyer’s need for a product.
b.
buyer’s level of information about a product.
c.
amount of experience the buyer has had with the product.
d.
intensity of a buyer’s feelings toward a certain object.
e.
intensity of a buyer’s desire for the product.
102. Changing people’s attitudes toward a firm and its marketing program is
a.
simple when advertisements are used.
b.
impossible, even if the firm uses advertisements.
c.
a long, expensive, and difficult task that may require extensive advertising campaigns.
d.
unnecessary, since consumer attitudes are of little importance.
e.
rarely attempted through the use of marketing practice.
103. The results of many studies have been inconclusive regarding the association between buyer behavior
and
a.
personality.
b.
perception.
c.
motives.
d.
social class.
e.
learning.
104. Hereditary characteristics combined with personal experiences that together make an individual unique
form one’s
a.
self-concept.
b.
attitudes.
c.
lifestyle.
d.
personality.
e.
role.
105. The development of a person’s self-concept is a function of
a.
learning.
b.
psychological and social factors.
c.
reference groups and opinion leaders.
d.
roles and family influences.
e.
subcultures.
106. Shane spends most of his free time participating in extreme sports and traveling to exotic locations
with a group of close friends who share his interests and opinions about most things. This is a
description of Shane’s
a.
self-concept.
b.
lifestyle.
c.
personality.
d.
attitudes.
e.
role.
107. A consumer’s buying decisions are affected in part by the people around him or her. Such people and
the forces they exert on an individual buyer are called
a.
motivational influences.
b.
social influences.
c.
roles.
d.
personality influences.
e.
cultural influences.
108. Carla is a prosecuting attorney for the city of Cleveland. She is also vice president for the local
parent/teacher organization and a coach for her daughter’s soccer team. The actions and activities
associated with each of these positions constitute Carla’s
a.
personality.
b.
role.
c.
motives.
d.
beliefs.
e.
lifestyle.
109. Jonathan is torn between buying a new swing set for his kids and buying a new set of Ping golf clubs
for himself. Jonathan is experiencing
a.
attitude formation.
b.
belief assessment.
c.
role inconsistency.
d.
cognitive dissonance.
e.
personality.
110. The forces that other people exert on one’s buying behavior are called social influences. These come
from reference groups and opinion leaders, social classes, culture and subcultures, roles, and
a.
ethnic heritage.
b.
personality.
c.
attitudes.
d.
perception.
e.
family.
111. Shaun is going shopping with his dad to buy his first baseball glove for Little League. He listens to his
dad talk to the salesperson at the sporting goods store, watches him examine the stitching in the glove
and then rub his finger over the leather palm. Shaun’s observations are part of his
a.
consumer development.
b.
attitude development.
c.
purchasing evaluation.
d.
consumer socialization.
e.
consumer attitude.
112. Children often achieve ____ by observing parents and older siblings in purchase situations and then
through their own purchase experiences.
a.
consumer socialization
b.
personality
c.
role identification
d.
social class
e.
attitude formation
113. Jennifer is interested in joining Kappa Lambda Iota sorority. She begins to shop at Sarah’s, a local
store where the Kappas buy their clothes. She also asks her family for a new car because all the
sorority members have new cars. In these instances, Jennifer is influenced by
a.
personality.
b.
a reference group.
c.
a consideration set.
d.
a knowledge base.
e.
a role conflict.
114. The three major types of reference groups are:
a.
membership, aspirational, and advocacy.
b.
advocacy, avoidance, and approach.
c.
aspirational, disassociative, and membership.
d.
actual, implied, and desired.
e.
family, peer group, and media.
115. Marketers who attempt to use reference-group influence in advertisements are most likely to succeed
when messages indicate that
a.
people in a specific group buy the product and are highly satisfied by it.
b.
reference groups should be of little concern to the consumer.
c.
reference groups are “in” and everyone should belong to at least one.
d.
all products and brands are influenced by reference groups.
e.
people in a specific group have tried the product and dislike it.
116. Stuart’s little brother Kyle joined the boy scouts recently. Stuart notices that in addition to wearing the
boy scout uniform, Kyle has been better about keeping his everyday clothes neat and clean, has been
searching online for camping gear, and has become interested in “green” products. Stuart believes that
the boy scouts are now a reference group for Kyle because he
a.
has taken on many of the values, attitudes, or behaviors of group members.
b.
became a formal member of the group.
c.
became familiar with the group’s activities.
d.
looked for information from members of the group regarding buying decisions.
e.
can not control his involvement with the group.
117. Which one of the following is most likely to be a product for which both the purchasing decision and
the brand decision are strongly influenced by reference groups?
a.
Canned peaches
b.
Instant coffee
c.
Jeans
d.
Furniture
e.
Soap
118. An opinion leader is likely to be most effective under all of the following conditions except when the
a.
follower has high product involvement.
b.
follower has low product knowledge.
c.
follower has values and attitudes similar to the opinion leader.
d.
product details are numerous and complicated.
e.
follower has attitudes and values that are different from those of the opinion leader.
119. Katie is buying her first car and has narrowed her choices down to a Honda Civic, a Toyota Prius, or a
Volkswagen Jetta. Katie goes on-line and posts questions to others who have experience with any of
these cars, asking for reviews. Katie is most likely
a.
using a blog.
b.
an opinion leader.
c.
using her reference groups for information.
d.
experiencing enduring involvement.
e.
exerting social influence.
120. Which of the following statements regarding social class is true?
a.
A social class is a closed aggregate of people with similar social ranking.
b.
The criteria used to group people into social classes do not vary from one culture to
another.
c.
A social class is an open aggregate of people with similar social ranking.
d.
A social class is a ranking of people by other members of society into positions of social
respect.
e.
A social class is an open aggregate of people with different social rankings.
121. An open aggregate of people with similar social ranking is referred to as a
a.
reference group.
b.
social class.
c.
role.
d.
caste.
e.
subculture.
122. Our society uses many factors, including occupation, educational level, income, wealth, religion, race,
ethnic group, and possessions, to group people into
a.
family types.
b.
geographic regions.
c.
reference groups.
d.
social classes.
e.
attitudinal segments.
123. According to Coleman’s major social class categories, which of the following social classes in our
culture has these characteristics: lives in well-kept neighborhoods, likes fashionable items, and is often
found in management positions?
a.
Lower class
b.
Upper class
c.
Middle class
d.
Working class
e.
First class
124. Referring to Coleman’s major social class categories, the social class in our society that favors
prestigious schooling, neighborhoods, and brands is the
a.
upper class.
b.
middle class.
c.
upper-lower class.
d.
working class.
e.
lower class.
125. The _____, of Coleman’s social class categories, includes approximately 40 percent of the population,
shops for bargains, and buys sports and recreational equipment.
a.
upper class.
b.
middle class.
c.
first class.
d.
working class.
e.
lower class.
126. A culture can be divided into subcultures according to
a.
personality characteristics of individuals in that culture.
b.
motives that members of that cultural group have for their behavior.
c.
geographic regions or human characteristics, such as age or ethnic background.
d.
income levels.
e.
information to which consumers allow themselves to be exposed.
127. Market researchers for a local bakery determined that Jewish people consume 63 percent of the portion
of bagels sold in New York City. This is an example of ____ influence on consumer buying decision
processes.
a.
demographic
b.
situational
c.
subcultural
d.
role
e.
social class
128. Which American subculture spends the highest proportion of its income on utilities, footwear,
children’s apparel, groceries, and housing?
a.
Native Americans
b.
Hispanics
c.
African Americans
d.
Asian Americans
e.
Americans over 65 years of age
129. Which of the following is the fastest growing, most affluent subculture in the United States?
a.
African Americans
b.
Hispanics
c.
Asian Americans
d.
Native Americans
e.
Italian Americans
Scenario 7.1
Use the following to answer the questions.
Consumers use information from many sources when making purchasing decisions, including
information from friends and family members. One of the most dissatisfying consumer experiences is
with auto repair. Aware of this, Kate has asked several of her friends and family members where they
have their cars repaired, since she has experienced a problem starting her car when the weather is cold.
Kate has heard that Skola’s Auto Repair has reasonable prices, but it can be difficult to get an
appointment. Steve, one of Kate’s friends, had a very poor experience with Skola’s. However, once
he complained to them, they fixed the situation and now he prefers their auto repair shop over others.
130. Refer to Scenario 7.1. The type of problem solving that Kate is using to select an auto repair shop
would be
a.
intensive problem solving.
b.
extended problem solving.
c.
routinized response behavior.
d.
selective problem solving.
e.
limited problem solving.
131. Refer to Scenario 7.1. A dissatisfied Skola’s Auto Repair customer told a friend about his experience.
The friend has been a long-time Skola’s customer and the next day, didn’t remember what he told her.
This is an example of
a.
perceptive perception.
b.
selective exposure.
c.
selective distortion.
d.
receptive exposure.
e.
selective retention.
132. Refer to Scenario 7.1. The change in Steve’s behavior toward Skola’s Auto Repair, caused by the
company’s response to his complaint, is a function of
a.
perception.
b.
motivation.
c.
attitudes.
d.
learning.
e.
influence.
133. Refer to Scenario 7.1. Positive feelings generated by satisfaction with Skola’s response will become
part of Steve’s
a.
consideration set.
b.
motives.
c.
selective retention.
d.
response.
e.
attitude.
Scenario 7.2
Use the following to answer the questions.
Both the Toyota Sienna and the Nissan Quest were very popular choices for family vans. Toyota
noticed that the majority of its customers were families with 3 or more children, and so they developed
commercials that featured larger families. They also produced commercials that featured Hispanic-
looking actors and for some markets, in Spanish. Alicia Desario and her husband were currently
shopping for a van for their family. As Alicia listened to an advertisement on the television about the
Nissan Quest, she noticed that the Nissan cost about $27,000 and had gas mileage of about 17 mpg.
She recalled an earlier ad for the Toyota Sienna, that also cost about $27,000, but had gas mileage of
about 21 mpg. She also liked the way the family was portrayed in the Toyota ad, showing the children
in the back seats having plenty of room, watching the DVD players, and having their own sound
controls. When she spoke to Carlos, her husband, about how much she liked the Toyota van, he replied
that it had too low of gas mileage at only 16 mpg. Since Alicia didn’t agree with that number, he
produced a magazine ad that supported his claim of the 16 mpg for the Toyota. Alicia couldn’t believe
that she had made such an error in hearing what the gas mileage was for the Toyota and the Nissan.
134. Refer to Scenario 7.2. The fact that Alicia had remembered the gas mileage of the Toyota Sienna
incorrectly is most likely an example of
a.
selective expression.
b.
selective retention.
c.
perceptual extension.
d.
perceptual bias.
e.
selective distortion.
135. Refer to Scenario 7.2. Carlos’ knowledge of the correct gas mileage is an example of the ____
component of his attitude toward the Toyota, while Alicia’s feelings about the children in the
commercial being happy in the Toyota van were an example of the ____ component of her attitude.
a.
cognitive; affective
b.
cognitive; behavioral
c.
affective; cognitive
d.
affective; behavioral
e.
behavioral; affective
136. Refer to Scenario 7.2. Toyota’s production of commercials that featured Hispanic actors and the
Spanish language is an example of marketing to
a.
cultural self-concepts.
b.
social classes.
c.
subcultures.
d.
roles.
e.
social strata.