80) Selective attention is the tendency to interpret information in a way that will fit our
preconceptions.
81) Selective retention works to the advantage of strong brands.
82) Because of selective retention, we are likely to forget about the good points of competing
products.
83) Consistent with the elaboration memory model, consumer brand knowledge in memory can
be conceptualized as consisting of a brand node in memory with a variety of linked associations.
84) Brand associations consist of all brand-related thoughts, feelings, perceptions, images,
experiences, beliefs, attitudes, and so on that become linked to the brand node.
85) Memory is a very constructive process. This means people do not remember information and
events completely and accurately and often remember only bits and pieces that they fill in based
on whatever else they know.
86) Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers and
satisfiers. How does Herzberg’s theory affect sellers’ marketing strategy?
87) People can emerge with different perceptions of the same object because of three perceptual
processes. List and briefly describe these processes.
88) Explain the concept of selective retention and its association with marketing.
89) Briefly explain Freud’s theory on human motivation and explain how this might be related to
marketing.
90) Within the context of the Freudian theory, explain how the laddering technique can be used.
91) Abraham Maslow sought to explain why people are driven by particular needs at particular
times. Describe Maslow’s hierarchy of needs. How does Maslow’s theory help marketers?
92) List and briefly define Maslow’s Hierarchy of Needs.
93) Perception is the process by which an individual selects, organizes, and interprets
information inputs to create a meaningful picture of the world. For a marketer, what is the key
point of perception?
94) What does the learning theory teach marketers about demand for products?
95) The milder information search state where a person simply becomes more receptive to
information about a product is called ________.
A) active information search
B) information search
C) heightened attention
D) purchase decision
E) dynamic information search
96) The buying process starts when the buyer recognizes a(n) ________.
A) product
B) advertisement for the product
C) salesperson from a previous visit
D) problem or need
E) internal cue
97) Which of the following is considered to be a more advanced form of information search
wherein the person might phone friends or go online to search for information about a product or
service?
A) heightened attention
B) short-term memory processing
C) subliminal processing of information
D) long-term memory processing
E) active information search
98) Of key interest to marketers are the major informational sources to which the consumer will
turn and the relative importance of each. Which of the following can be considered an
experiential information source?
A) consumer-rating organizations
B) mass media
C) acquaintances
D) Web sites
E) personal handling and examination
99) Brands that meet consumers’ initial buying criteria are called the ________ set.
A) total
B) awareness
C) consideration
D) choice
E) decision
100) Maria considers buying a car for herself, after she notices the advantages experienced by
her best friend from his new car. Which of the following forms of stimulus has activated Maria’s
problem recognition process?
A) external stimuli
B) internal stimuli
C) peer stimuli
D) secondary stimuli
E) marketing induced stimuli
101) A consumer who uses Google to find comparative reports on new automobiles, is most
likely using which of the following information sources for assistance?
A) personal
B) public
C) experiential
D) commercial
E) under-the-radar
102) With respect to consumer decision making, the ________ set is the set of strong contenders
from which one will be chosen as a supplier of a good or service.
A) total
B) awareness
C) consideration
D) choice
E) decision
103) A(n) ________ is a descriptive thought that a person holds about something.
A) attitude
B) belief
C) desire
D) feeling
E) emotion
104) A(n) ________ puts people into a frame of mind, such as liking or disliking an object,
moving toward or away from it.
A) attitude
B) belief
C) feeling
D) position
E) stance
105) Marketers need to identify the hierarchy of attributes that guide consumer decision making
in order to understand different competitive forces and how these various sets get formed. This
process of identifying the hierarchy is called ________.
A) market partitioning
B) brand association
C) market valuation
D) market estimation
E) market identification
106) ________ are a person’s enduring favorable or unfavorable evaluations, emotional feelings,
and action tendencies toward some object or idea.
A) Discriminations
B) Values
C) Beliefs
D) Feelings
E) Attitudes
107) The expectancy-value model of attitude formation posits that consumers evaluate products
and services by combining their ________.
A) needs
B) wants
C) desires
D) brand beliefs
E) consuming attitudes
108) Gordon Jones is considering purchasing a computer from Best Buy. He has created a scale
for rating eight different computers on three different characteristics. He plans to make a short
list of only those computers that score at least a 7 on his scale on all three characteristics. Which
of the following choice heuristics has he chosen?
A) elimination-by-aspects heuristic
B) lexicographic heuristic
C) conjunctive heuristic
D) anchoring and adjustment heuristic
E) representativeness heuristic
109) With the ________ heuristic, the consumer sets a minimum acceptable cutoff level for each
attribute and chooses the first alternative that meets the minimum standard for all attributes.
A) conjunctive
B) lexicographic
C) elimination-by-aspects
D) primary
E) secondary
110) ________ are rules of thumb or mental shortcuts in the decision process.
A) Attitudes
B) Beliefs
C) Heuristics
D) Discriminations
E) Biases
111) If a consumer is shopping for a smart phone, all of the smart phone options available in the
market — whether a consumer knows about them or not — is called the ________ set.
A) awareness
B) total
C) consideration
D) choice
E) inept
112) If Ty chooses a smart phone simply because he perceives it to be rated highest on
megapixels, which he believes is the most important attribute in a smart phone, he is using a(n)
________ to help make his purchase decision.
A) compensatory model
B) conjunctive heuristic
C) elimination-by-aspects heuristic
D) affect referral rule
E) lexicographic heuristic
113) Jeremy is concerned about his selection of a new hair spray because he is concerned it will
not perform as well as his usual brand, which may result in embarrassing, flat hair in front of
others. The type of risk Jeremy perceives is ________ risk.
A) physical
B) time
C) financial
D) social
E) psychological
114) Even if consumers form brand evaluations, two general factors can intervene between the
purchase intention and the purchase decision: one is unanticipated situational factors; what is the
other factor?
A) amount of purchasing power
B) attitudes of others
C) short-term memory capabilities
D) ability to return merchandise
E) the self-concept
115) A mobile phone manufacturing company observes that the main reason for an abrupt fall in
sales volume is the unconventional design of their phones that consumers found inconvenient
and unattractive. The findings prompt the company to adopt a new strategy. They redesigned the
product models keeping the requirements of the end-user in mind. According to the expectancy
value-model, the company’s strategy can be termed as ________.
A) psychological repositioning
B) real repositioning
C) competitive depositioning
D) physiological depositioning
E) prescriptive method
116) Ford believes its cars to be of higher quality than General Motor’s but thinks that consumers
wrongly believe the opposite. Ford might employ a(n) ________ strategy to change buyers’
perceptions of its competition.
A) real repositioning
B) competitive depositioning
C) psychological repositioning
D) biased repositioning
E) attribute repositioning
117) When a marketer tries to alter a consumer’s beliefs about a company’s brand to get the
consumer to rethink a purchase decision, the marketer is using ________.
A) psychological repositioning
B) competitive depositioning
C) positioning
D) repositioning
E) biased positioning
118) With the ________ heuristic, the consumer chooses the best brand on the basis of its
perceived most important attribute.
A) lexicographic
B) conjunctive
C) elimination-by-aspects
D) availability
E) representativeness
119) ________ risk occurs if the product fails to perform up to expectations.
A) Physical
B) Financial
C) Social
D) Psychological
E) Functional
120) Steve has only 20 minutes to have lunch. Although he really likes McDonald’s, the line is
very long and he is concerned that he will not have a chance to get through the line and eat his
lunch before he is due back at work. Steve perceives ________ risk in going to McDonald’s
today.
A) time
B) functional
C) physical
D) psychological
E) social
121) A key driver of sales frequency is the product ________ rate.
A) consumption
B) disposal
C) refusal
D) utility
E) option
122) The level of engagement and active processing undertaken by the consumer in responding
to a marketing stimulus is called ________.
A) elaboration likelihood
B) consumer disengagement
C) consumer involvement
D) variety seeking
E) low involvement
123) A consumer is persuaded to buy a product by a message that requires little thought and is
based on an association with a brand’s positive consumption experiences from the past. In this
situation, the consumer used a ________ route to arrive at this purchase decision.
A) central
B) peripheral
C) behavioral
D) subjective
E) objective
124) Richard Petty and John Cacioppo’s ________ model, an influential model of attitude
formation and change, describes how consumers make evaluations in both low- and high-
involvement circumstances.
A) introspective
B) elaboration likelihood
C) stimulus-response
D) associative network memory
E) expectancy-value
125) Every consumer must pass through all five stages of the buying process when in a buying
situation.
126) The buying process starts when the buyer decides to, or enters, a store or service provider’s
facility.
127) A belief is a person’s enduring favorable or unfavorable evaluation, emotional feeling, and
action tendency toward some object or idea.
128) The expectancy-value model of attitude formation posits that consumers evaluate products
and services by combining their brand beliefs according to importance.
129) If a company finds that a consumer has chosen a competitive product over their company’s
offering, one way to get the consumer back could be by developing a strategy wherein the
company “shifts the buyer’s ideals” on one or more levels.
130) With noncompensatory models of consumer choice, positive and negative attribute
considerations usually net out.
131) Volvo has the reputation of being one of the safest cars on the road. For those that value
safety, Volvo would be the logical choice. This is an example of the lexicographic heuristic of
consumer choice.
132) When consumers evaluate the risks associated with a purchase, only real risks with a high
likelihood of occurrence should be considered.
133) Some brands have tapped into the hip-hop culture to market a brand in a modern
multicultural way, as Apple did with its iPod.
134) With respect to a consumer buying situation that involves variety-seeking behavior, the
market leader generally encourages variety seeking by offering lower prices or deals.
135) Identify three types of risk consumers might perceive in the context of purchasing a car.
136) Define sensory marketing and identify at least one consideration for each of the five senses.
137) Describe how the problem recognition process works in the five-stage model of the
consumer buying process.
138) Through market research a consumer gathers information about the competing brands of a
product and their features. The consumer then advances through four sets with respect to brands
before a decision is reached. What are those four sets?
139) Explain the differences between a belief and an attitude.
140) What do you understand by the term market partitioning?
141) How is the expectancy-value model used in the evaluation of alternatives as a consumer
engages in a buying process?
142) Describe the lexicographic heuristic used to make consumer choices.
143) What four strategies can marketers of low-involvement products employ in an effort to
convert their products into ones of higher involvement?
144) Elmer is focused on how much he likes the jingle for the advertised product and evaluates
the product using his association of this brand with his positive feelings toward the song playing
in the background. Explain how Elmer is processing the advertisement, using the elaboration
likelihood model as a base.
145) Which of the following products is most likely to be characterized by low involvement but
significant brand difference?
A) toothpastes
B) digital cameras
C) packet of salt
D) a milk carton
E) furniture
146) With the ________ heuristic, predictions of usage are based on quickness and ease of use.
A) availability
B) representative
C) anchoring
D) adjustment
E) semantic
147) A consumer tells another consumer, “Every time I eat at Big Bill’s Steakhouse, I get poor
service.” Whether this is true or not, it is the consumer’s perception. This is an example of
consumers basing future predictions on the quickness and ease with which a particular example
of an outcome comes to mind. This scenario would be an illustration of the ________ heuristic.
A) discrimination
B) differentiation
C) availability
D) screening
E) representativeness
148) Ben always reaches for the bright blue and yellow box of Ritz crackers when he visits the
snack food aisle in the grocery store. He rarely even reads the box or checks the price. Which of
the following heuristics is most likely being used by Ben?
A) availability
B) representative
C) anchoring
D) adjustment
E) semantic
149) ________ accounting refers to the manner in which consumers code, categorize, and
evaluate financial outcomes of choices.
A) Cost
B) Financial
C) Behavioral
D) Mental
E) Factual
150) Anchoring heuristic comes into play when consumers base their predictions on the
quickness and ease with which a particular example of an outcome comes to mind.
151) Prospect theory maintains that consumers frame decision alternatives in terms of gains and
losses according to a value function.
152) What is mental accounting? What, according to Thaler, are the core principles on which
mental accounting is based? Explain with examples.
153) Heuristics can come into play when consumers forecast the likelihood of future outcomes or
events. When would a consumer use an anchoring and adjustment heuristic?