Which of the following is a BRIC country?
a. Belgium
b. Ireland
c. Russia
d. Italy
e. Canada
When the search effort is not necessarily focused on an upcoming purchase; rather the
effort is focused on staying up to date on a topic of interest, it is called a(n) _____
search.
a. ongoing
b. postpurchase
c. binary
d. passive
e. prepurchase
Which of the following statements is true of noncompensatory models?
a. Following the lexicographic rule, the consumer sets a minimum mental cutoff point
for various features and rejects any product that fails to meet or exceed this cutoff point
across all features.
b. With the conjunctive rule, the cutoff point is usually high. The product that meets or
exceeds this cutoff on any feature is selected.
c. These models allow consumers to select products that may perform poorly on one
attribute by compensating for the poor performance on another attribute.
d. Following the subordinate rule, the consumer sets a minimum mental cutoff point for
various features and rejects any product that fails to meet or exceed this cutoff point
across all features.
e. They are often used in low-involvement situations because these rules allow
consumers to simplify their thought processes.
Majority of teenagers in developed nations are seen either browsing the Internet or
listening to music on their smartphones or other electronic gadgets. It can be said that
teenagers pretty much have the same preferences throughout the developed world. This
phenomenon labeled as world teen culture is an example of a(n) _____ microculture.
a. generational
b. sex-role based
c. age-based
d. street
e. regional
Perceptions of justice are included within the _____ cognitions.
a. spatial
b. numerical
c. equity
d. comparative
e. qualitative
Which of the following consumer search behaviors focuses on locating information that
will enable the consumer to reach a decision for a specific problem?
a. Prepurchase search
b. Postpurchase search
c. Ongoing search
d. Binary search
e. Passive search
WEDDING SCENARIO
Janice is excited because her boyfriend just asked her to marry him. Though planning
the wedding may be a big hassle for most people, Janice had it easy as her sister, a
wedding planner, has taken over the task of planning the entire wedding. Janice should
have been the one taking all the decisions, but her sister chose to be the sole
decision-maker on account of her professional competence. Since Janice’s parents are
paying for the wedding, she needs to abide by their wishes even though she might like
to have a more extravagant reception than they are willing to pay for. She will be
getting married in a church, and the priest said she and her fianc would have to attend
pre-marriage counseling sessions over six weeks. They are not really thrilled about
doing that, but they know they can”t get married in their church if they don”t attend the
sessions. Her parents are very frugal, and her mother even suggested that she wear her
old prom dress instead of buying a new wedding gown. Janice was mortified when her
mother suggested this, saying, “But mom, the dress is pink! What would people think if
I wore a pink wedding dress? Wedding gowns are supposed to be white!” So they
settled on letting her pick her own gown, but her father had the last say on which one he
would allow her to purchase. The wedding day came and went without a hitch, and
Janice is now a busy homemaker setting up her new household. Refer to Wedding
Scenario. The fact that Janice was mortified at her mother’s suggestion to wear her pink
prom dress indicates that Janice is most likely to score highly on the _____ variable.
a. need for cognition
b. typical intellectual engagement
c. openness to experience
d. susceptibility to interpersonal influence
e. separateness-connectedness
Which of the following is a quantitative research tool?
a. Case study
b. Focus group interview
c. Clinical interview
d. Participatory action research
e. Surveys
Customer share represents a behavioral component that is indicative of customer _____.
a. apathy
b. equity
c. competence
d. loyalty
e. inertia
Every year as soon as spring arrives, home improvement stores and nurseries start
selling annuals for flower beds as people start working outside in their yards. Such
purchases are most likely influenced by _____.
a. synchronicity
b. simultaneity
c. perpetuity
d. periodicity
e. seasonality
Many upper-class Americans devote time and effort to ensure a sense of satisfaction and
completion by doing things such as taking language classes, traveling, or volunteering
at a local charity. According to Maslow’s hierarchy of needs, which of the following
needs is addressed by this example?
a. Physiological need
b. Self-actualization need
c. The need for belongingness and love
d. The need for safety and security
e. Esteem need
Gwen was less than happy with her last visit to her favorite coffee shop. She held the
manager responsible for the delayed services offered to customers. She attributed the
cause to the fact that the management was not well prepared to cater to the sudden rush
as they had very few employees present on that particular day. Which element of the
attribution theory did Gwen associate with the cause for her perceived dissatisfaction?
a. Locus
b. Reliability
c. Conflict
d. Stability
e. Consistency
_____ can be thought of as negative results of consumption.
a. Wants
b. Exchanges
c. Costs
d. Benefits
e. Stimuli
Which of the following types of effect is said to occur when material presented later in
the message has the most impact?
a. Primacy effect
b. Contrast effect
c. Recency effect
d. Negative effect
e. Peripheral effect
Hannah lives in place where rice is the staple diet of the people and eating wheat or
potatoes is associated with poverty and inferior status. This association that favors the
consumption of rice to wheat or potatoes is an example of consumer _____.
a. awareness
b. advocacy
c. culture
d. base
e. network
Berne Retail plans to introduce new private-label brands for beverages. The marketing
team will undertake a survey to obtain feedback on these brands through a test
marketing exercise. The data collected in this research study will be collated in terms of
frequencies and subjected to statistical analysis to determine the brands that earned the
most. The best-performing new brands will be then chosen for a full-scale rollout. This
scenario illustrates an instance of _____.
a. quantitative research
b. metanalytic reserach
c. grounded theory reserach
d. archival research
e. qualitative research
Which of the following eating disorders includes binge eating episodes followed by
self-induced vomiting?
a. Bulimia
b. Anorexia
c. Orthorexia nervosa
d. Pica
e. Rumination disorder
Martin and his friends frequently get wild while attending football games. At such
times, they tend to be verbally abusive, loud, and obnoxious. They often utter
profanities at the referees and players, and get into frequent squabbles with fellow
spectators. Which of the following best describes Martin and his friends’ behavior?
a. Dysfunctional fan behavior
b. Detrimental behavior
c. Culture jamming
d. Pathological socialization
e. Fan extremism
The “foot-in-the-door” selling technique is based on the _____ theory.
a. belief congruence
b. self-perception
c. expectation states
d. equity
e. elaboration
_____ refers to the extent to which material goods are important in a consumer’s life.
a. Materialism
b. Value consciousness
c. Trait vanity
d. Self-monitoring
e. The need for cognition
When James’s friend bought a convertible from a particular automobile company, James
was apprehensive because he had had a bad experience with a car from the same
company. James’ apprehension toward his friend’s purchase is an example of a(n) _____
expectation.
a. relative
b. ideal
c. equitable
d. introspective
e. normative
A consumer was awarded $10 million in a lawsuit after she was left paralyzed in an
accident in which her vehicle rolled over. It was determined that the automobile
company should pay her $2 million for medical care expenses, and an additional $8
million to punish the company for selling a faulty product. What type of damages does
the $8 million represent?
a. Punitive damages
b. Compensatory damages
c. Nominal damages
d. Expectation damages
e. Actual damages
WARNING LABELS SCENARIO
Cigarette packages and advertisements have included warning labels for several years,
but the Family Smoking Prevention and Tobacco Control Act (Tobacco Control Act)
signed into law in 2009 required that stronger and more graphic health warnings appear
on cigarette packages by 2012. In 2011, the Food and Drug Administration proposed
nine new textual warning statements that were much stronger than previous warning
statements. The new warning statements included statements such as “Cigarettes are
addictive,” “Cigarettes cause cancer,” and “Tobacco smoke may harm your children.”
These statements were to be accompanied by color graphics depicting the negative
health effects of smoking. Some of the proposed graphics included a picture of diseased
lungs, a man smoking with smoke coming out of a hole in his throat, rotted teeth and
mouth cancer, a mother blowing smoke in her baby’s face, and dead and dying people.
The Tobacco Control Act dictated the placement of these statements and graphics on
packages and advertisements, taking up at least 50 percent of the front of the package
and at least 20 percent of the advertisement. Research reveals that the best way to quit
is the reduce the intake of tobacco in small increments over time rather than an attempt
to quit it altogether.
Refer to Warning Labels Scenario. The objective of introducing warning labels on
cigarette packs is to reduce smoking among consumers, based on the belief that if
consumers read these statements and look at the graphic depictions, the desired
outcome will be achieved. This change in behavior resulting from the interaction
between the consumer and the warning labels is referred to as _____.
a. perception
b. learning
c. motivation
d. attention
e. memory
Which of the following uses reinforcement to condition behavior?
a. Classical conditioning
b. Delay conditioning
c. Instrumental conditioning
d. Respondent conditioning
e. Simultaneous conditioning
Which of the following terms is used to represent market sensitivity to changes in price
or other characteristics?
a. Elasticity
b. Differentiation
c. Congruity
d. Segmentation
e. Positioning
Kyra was so lost in her writing that she hardly realized it was way past her bedtime.
Which of the following terms best describes Kyra’s involvement with her writing?
a. Self-concordance
b. Flow
c. Trance
d. Contagion
e. Ennui
Sally is a research student who has chosen to conduct a consumer behavior research for
her doctoral thesis. Believing that consumers often use products to convey their
self-concepts to others, she studies luxury brands, logos, and products to find out what
they mean to consumers. Which of the following best describes this field of study?
a. Teleology
b. Semiotics
c. Linguistics
d. Personology
e. Archeology
Netnography:
a. studies the evolution of human beings.
b. studies different kinds of computer software.
c. studies human material remains.
d. studies the growth of information technology.
e. studies the behavior of online cultures and communities.
REAL ESTATE BROKER SCENARIO
Jane, a consumer researcher, worked with a real estate broker as part of her research on
consumer decision-making behavior. During the course of her research, she found that
young couples, mostly professionals, look out for a space they can call their own.
Although young, they seldom make spontaneous and impulsive decisions while buying
a house. All of them arrive at a decision after an exhaustive effort of finding more
information, talking to different people, and checking out neighborhoods through
various sources. This strengthens Jane’s hypothesis that people tend to make wise and
informed decisions while buying a house. In her experience of working with the real
estate broker, Jane has had a successful run, except for the time when an elderly man
left disappointed after weeks of continuous search. After his retirement, he had wanted
to invest in a “dream house,” but sadly he could not find what he was looking for.
Whatever he liked exceeded his budget. Jane also met a young couple who spent most
of their weekends house hunting. After being out with them week after week, they
finally admitted that they never intended to buy a house and that they were mostly
interested in gathering information and being updated about the real estate
industry. Refer to Real-Estate Broker Scenario. Young couples seldom make
spontaneous, impulsive decisions while buying a house. All of them arrive at a decision
after an exhaustive effort of finding more information, talking to different people, and
checking out neighborhoods through various sources. Which of the following
decision-making approaches are they most likely to employ?
a. Experiential decision making
b. Habitual decision making
c. Routine decision making
d. Extended decision making
e. Limited decision making
The ways in which group members have an impact on the attitudes, opinions, and
behaviors of others within the group is known as group _____.
a. diffusion
b. stratification
c. stigmatization
d. couponing
e. influence
The “I”m working for you!” selling technique relies on the _____ theory.
a. belief congruence
b. self-perception
c. expectation states
d. equity
e. elaboration
Consumers will face no difficulty in finding value in marketing messages even if they
do not understand the language used in the advertisement.
Accommodation occurs when a consumer easily recognizes a round, red fruit as an
apple.
Define universal set of alternatives. Describe the three categories of alternatives found
in the awareness set.
Involuntary attention is attention that is in the control of the consumer and that occurs
as a result of exposure to familiar stimuli.
According to the ATO model of persuasion, changing beliefs would involve improving
the belief rating for an attribute that is evaluated positively.
You work for a canned food trade association. The management wants you to work on
an advertising campaign to increase consumers’ awareness of the nutritional benefits of
canned foods. Discuss the factors that will garner attention of the consumers and how a
print ad can be developed employing each factor.
Marketing tactics include price, promotion, product, and distribution decisions.
The gatekeeper is the person who controls information flow into the household.
A reference group is a group of individuals who have an impact on the consumer’s
evaluations, aspirations, and behavior.
Briefly discuss the recent trends shaping consumer behavior.
Neuroscience focuses primarily on the study of groups of people within a society.
Brandfests are extravagant events that bring together a variety of brands under one roof
to discuss marketing strategies.
A firm that concentrates on repeated behavior alone, perhaps by always being
convenient, can do well but remains more vulnerable to competitors.
Consumer self-regulation refers to the tendency for consumers to inhibit outside, or
situational, influences from interfering with shopping intentions.
Conjoint analysis is used to understand the attributes that guide preferences by having
consumers compare products across levels of evaluative criteria and the expected utility
associated with the alternatives.
Complaining behavior occurs when a consumer actively seeks out someone to share an
opinion with regarding a negative consumption event.
Expectations that a consumer forms regarding what he or she thinks should happen
given the level of work that he or she has put into the experience are known as
predictive expectations.
Relative to the other minority groups, the Hispanic culture is highly educated and
highly affluent.
Consumer socialization is the process through which young consumers develop
attitudes and learn skills that help them function in the marketplace.