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64) According to Maslow's hierarchy of needs, which of the following is the LEAST pressing
need?
A) physiological needs
B) social needs
C) esteem needs
D) self-actualization needs
E) safety needs
65) ________ is the process by which people select, organize, and interpret information to form
a meaningful picture of the world.
A) Motivation
B) Perception
C) Dissonance
D) Learning
E) Self-actualization
66) People cannot focus on all of the stimuli that surround them each day. A person's tendency
to screen out most of the information is called ________.
A) subliminal retention
B) selective distortion
C) cognitive dissonance
D) selective attention
E) cognitive inertia
67) People tend to interpret new information in a way that will support what they already
believe. This is called ________.
A) selective retention
B) selective distortion
C) cognitive dissonance
D) selective attention
E) cognitive bias
68) ________ means that consumers are likely to remember good points made about a brand
they favor and forget good points made about competing brands.
A) Selective attention
B) Selective retention
C) Cognitive dissonance
D) Selective distortion
E) Cognitive bias
69) Mark has long supported a particular brand of footwear and has always bought that brand.
Recently, the footwear manufacturer was embroiled in a controversy for using child labor at its
manufacturing plants. Mark doubts the news reports and continues to purchase the same brand
of footwear. It is most accurate to say that Mark displays ________.
A) selective distortion
B) cognitive dissonance
C) selective retention
D) selective attention
E) consumer ethnocentrism
70) Juana looked at the September issue of her favorite fashion magazine and did not find
anything particularly interesting despite the fact that the magazine had several advertisements
that were targeted at Juana's demographic. The only thing that interested her was an article
about an upcoming fashion show. Which consumer behavior is being illustrated in this
instance?
A) subliminal advertising
B) groupthink
C) selective attention
D) social loafing
E) consumer ethnocentrism
71) Stephanie and John wanted to purchase a high-end sports car. They viewed a commercial
for a particular sports car that highlighted the cost, design, and power of the car. After viewing
the ad, Stephanie felt that the car's price was acceptable, considering the superior and unique
design. John thought that the car was expensive owing to the high power engine installed in it.
They used the information in different ways, focusing on issues that each considered important.
Which of the following concepts does this scenario demonstrate?
A) selective distortion
B) consumer ethnocentrism
C) selective retention
D) selective attention
E) cognitive dissonance
72) Some consumers worry that they will be affected by marketing messages without even
knowing it. They are concerned about ________.
A) alternative evaluation
B) subliminal advertising
C) selective retention
D) cognitive dissonance
E) selective communication
73) ________ describes changes in an individual's behavior arising from experience.
A) Lifestyle
B) Learning
C) Perception
D) Cognitive dissonance
E) Selective attention
74) ________ are minor stimuli that determine where, when, and how a person responds to an
idea.
A) Cues
B) Drives
C) Reinforcers
D) Cognitions
E) Impulses
75) A(n) ________ is a descriptive thought that a person has about something.
A) lifestyle
B) motive
C) belief
D) attitude
E) cognition
76) A(n) ________ is a person's relatively consistent evaluations, feelings, and tendencies
toward an object or idea.
A) lifestyle
B) motive
C) belief
D) attitude
E) perception
Refer to the scenario below to answer the following question(s).
The Attic Trunk opened in 1999 as an upscale dress shop in Forest Ridge's fashionable
shopping district, catering to a wealthy, mature clientele consisting mostly of older, first-
generation Hispanics. Many other specialty shops lined the main avenue over the next few
years. But as Forest Ridge began to attract a more price-conscious, younger, and more
demographically diverse population, the once-popular shopping district was increasingly
perceived as stodgy and snobby by the new segment of customers.
By the mid-2000s, many of these specialty shops suffered financially. Most shops attracted
only tourists who enjoyed browsing through the displays of alligator belts and shoes, piles of
scented soaps, and so on, often laughing at the ridiculously high prices.
Owners of The Attic Trunk had noticed the shifts in buying behavior of customers by the mid-
2000s. In fact, the owners had observed that the once-fashionable shopping district in Forest
Ridge no longer attracted the wealthy, mature clientele. This clientele had been replaced with
price-conscious families with children, a mix of Asian and African Americans as well as
Caucasians.
Specialty items at The Attic Trunk gradually disappeared, replaced by brand-name apparel,
fashion accessories, and jewelry. Other owners followed suit in the late 2000s, bringing
restaurants, an outdoor cafe, and a day spa to the main avenue in Forest Ridge.
77) Which of the following best supports the idea that The Attic Trunk's mature, wealthy
clientele can remain a viable target market?
A) Older, first generation Hispanic consumers are not especially family-oriented.
B) Older, first-generation Hispanic consumers favor sellers who show special interest in them.
C) Older, first generation Hispanic consumers tend to be very price conscious.
D) Older, first generation Hispanic consumers tend to display little brand loyalty.
E) Older, first generation Hispanic consumers are motivated by mainstream marketing.
78) Many families with children are now attracted to the shopping district in Forest Ridge.
What characteristics about families as consumer groups might the owners of The Attic Trunk
want to keep in mind?
A) Though more women hold jobs outside the home today than when The Attic Trunk first
opened, husband-wife involvement in the buying process has remained relatively unchanged.
B) Children have considerable amounts of disposable income and have a strong influence on
family buying decisions.
C) Women seldom account for any technology-related purchases.
D) Women typically account for most habitual purchases.
E) Men make all the major purchasing decisions in most families.
79) Which of the following would each consumer segment attracted to The Attic Trunk have in
common with the other consumer segments?
A) habitual buying behaviors
B) self-concepts
C) AIO dimensions
D) life-cycle stages
E) aspirational groups
80) Subcultures consist only of religious groups.
81) Asian-American consumers are the least brand conscious of all ethnic groups.
82) Social class is based on shared value systems and common life experiences and situations.
83) In the United States, the lines between social classes are not fixed and rigid, but people can
only drop to a lower social class and not move up into a higher one.
84) Online social networks represent an important avenue to create buzz for marketers.
85) Children exert little influence on family buying decisions.
86) A person's occupation has no effect on the goods and services that she buys.
87) People's tastes in food, clothes, recreation, and even furniture remain unchanged as they
age.
88) Personality is a person's pattern of living as expressed in his or her psychographics.
89) A brand personality is the specific mix of human traits that may be attributed to a particular
brand.
90) According to Maslow's hierarchy of needs theory, when the most important need is
satisfied, it will cease to be a motivator, and the person will then try to satisfy the next most
important need.
91) Alternative evaluation is the process by which people select, organize, and interpret
information to form a meaningful picture of the world.
92) While an individual's beliefs are difficult to change, an individual's attitudes are easy to
change.
93) Give an example of a cultural shift that may impact the marketing of products or services.
94) Why might the Hispanic American market be a viable targeted group for a new marketer of
products?
95) In what way might a marketer rely on opinion leaders?
96) How does marketing through online social networks differ from more traditional
marketing?
97) Explain why typical husband-dominant or wife-dominant products of the 1970s may no
longer be regarded as typical.
98) Define brand personality.
99) Explain why selective attention is not controllable by a marketer.
100) Explain how selective distortion is somewhat controllable by a marketer.
101) Explain how selective retention affects what consumers remember about marketing
messages.
102) Cultural factors exert a broad and deep influence on consumer behavior. The marketer
needs to understand the role played by the buyer's culture, subculture, and social class.
Distinguish between culture, subculture, and social class.
103) Many subcultures make up important market segments. Examples of three such important
subculture groups include Hispanic Americans, African Americans, and Asian Americans.
Describe the general shopping-related characteristics of each of these groups.
104) A consumer's behavior is influenced by social factors, such as the consumer's small
groups, family, and social roles and status. Explain the differences among these social factors.
105) Explain the change in buying roles of husbands and wives due to an evolving consumer
lifestyle in the United States. Additionally, describe the effect of this change on marketers.
106) People's distinct individual personalities influence their buying behavior. Personality is
usually described in terms of traits. What are these traits, and how do they affect the way
people purchase items? Give at least one example.
107) Explain Maslow's hierarchy of needs.
108) When consumers are highly involved with the purchase of an expensive product and they
perceive significant differences among brands, they most likely will exhibit ________.
A) consumer capitalism
B) complex buying behavior
C) consumer ethnocentrism
D) dissonance-reducing buying behavior
E) variety-seeking buying behavior
109) George is buying his first house. He has spent a month looking at houses and comparing
attributes such as price and location. He has contacted several real estate agents to look at
different types of houses. George is most likely exhibiting ________.
A) variety-seeking buying behavior
B) complex buying behavior
C) consumer capitalism
D) dissonance-reducing buying behavior
E) marketing myopia
110) When consumers are highly involved with an expensive, infrequent, or risky purchase but
see little difference among brands, they most likely will exhibit ________.
A) habitual buying behavior
B) complex buying behavior
C) impulse buying behavior
D) dissonance-reducing buying behavior
E) consumer capitalism
111) For the past ten years, Bill and Margaret have saved money to go to the Super Bowl
should their team, the Chicago Bears, reach the finals of the NFC championship. This is the
year, and several tour companies offer attractive, but very similar, packages to the game. Since
all packages are pretty much the same, they have chosen one that fits their budget. Bill and
Margaret are most likely exhibiting ________.
A) complex buying behavior
B) dissonance-reducing buying behavior
C) habitual buying behavior
D) consumer capitalism
E) consumer ethnocentrism
112) Which of the following consumer buying behaviors is related to conditions of low-
consumer involvement and little significant brand difference?
A) complex buying behavior
B) dissonance-reducing buying behavior
C) habitual buying behavior
D) variety-seeking buying behavior
E) consumer capitalism
113) Pat thought he had received the best deal on his new car. Shortly after buying the car, Pat
started to notice certain disadvantages of his new car as he learned more about other cars
available in the market. Pat is experiencing ________.
A) dissonance-reducing buying behavior
B) need recognition
C) postpurchase dissonance
D) marketing myopia
E) complex buying behavior
114) Which of the following would a marketer LEAST likely do to encourage habitual buying
behavior?
A) dominate shelf space
B) run frequent reminder ads
C) keep shelves fully stocked
D) stress unique features in ads
E) offer lower prices and coupons
115) Eduardo usually purchases the same breakfast cereal, the kind he grew up eating. Eduardo
exhibits ________.
A) dissonance-reducing buying behavior
B) complex buying behavior
C) habitual buying behavior
D) variety-seeking buying behavior
E) conspicuous consumption behavior
116) Carrie tends to purchase various brands of bath soap. She has never been loyal to a
specific brand; instead she does a lot of brand switching. Carrie exhibits ________.
A) dissonance-reducing buying behavior
B) complex buying behavior
C) habitual buying behavior
D) variety-seeking buying behavior
E) conspicuous consumption behavior
