The total collection of all possible solutions to a recognized need is referred to as the
_____ set of alternatives.
a. awareness
b. universal
c. consideration
d. inert
e. inept
COFFEE-MAKER SCENARIO
Jane was visiting her friend and was served a coffee drink at her friend’s house that was
similar to the ones she’s had at coffee shops. Her friend told her that she can make such
coffee drinks with her single-serve pod coffee maker. Jane decided she”d like to buy
one as she wanted to enjoy similar coffee drinks at home, but she didn”t know much
about them. She searched the Internet and visited Bed Bath & Beyond, Sur La Table,
Williams Sonoma, and even Walmart. She realized there were several brands of the
product, such as Tassimo, Keurig, Brevity, Cuisinart, Bunn, Senseo, and Mr. Coffee.
With prices ranging from as low as $20 to several hundreds of dollars, it was difficult
for Jane to decide on a single brand. She was concerned about paying several hundred
dollars for a coffee maker. In the end, she shortlisted Tassimo, Keurig, and Cuisinart
over the others for further consideration, keeping in mind her budget as well as the
product features she was looking for. She deliberately left out Real and Fresh Coffeez,
even though it was believed to be a good brand as she had a bad experience with one of
its products. She did notice that Tassimo featured Well-Fresh coffee while none of the
others did, and she ended up purchasing Tassimo for $130. She bought it because that’s
her favorite brand of coffee and Jane strongly feels that the coffee experience at
Well-Fresh coffee is found nowhere else. In buying Tassimo, Jane hoped to replicate the
Well-Fresh coffee experience at home.
Refer to Coffee-Maker Scenario. Jane realized there were several brands of the product,
but in the end, she shortlisted Tassimo, Keurig, and Cuisinart over the others for further
consideration, keeping in mind her budget as well as the product features she was
looking for. Which of the following activities in the decision-making process best
reflects Jane’s choice of these three brands?
a. Need recognition
b. Search for information
c. Evaluation of alternatives
d. Choice
e. Postchoice evaluation
The evaluative criteria that are related to the actual choice that is made are known as
_____ criteria
a. determinant
b. recombinant
c. fulminant
d. discriminant
e. examinant
The process by which information is transferred from workbench memory to long-term
memory for permanent storage is known as _____.
a. retrieval
b. chunking
c. tagging
d. encoding
e. tracing
SCHOOL COUNSELOR SCENARIO
Clarence works as a school counselor in a high school. She finds her job very
challenging as she has to help teenagers deal with a variety of problems. Her years on
the job have given Clarence startling insight on teen behavior. Many high school
seniors with a binge drinking problem perceive nothing wrong with their behavior,
viewing it more as a requisite for acceptance in what is considered “adult behavior.”
Teenagers with a history of cyberbullying acknowledge that the act gives them a feeling
of dominance and power, with some even comparing it to the high they get with
substance abuse. Some go about destroying school property because they believe that
the education system has done them more harm than good. These teenagers believe that
destroying school property is a way to get back at the education system. Most students
report that they experience a high amount of peer pressure. Many students suffer from
eating disorders brought about by the pressure to comply with a certain body type.
Many girls feel the need to eat frequent huge meals and make themselves throw up
afterward. Clarence believes that growing up is troublesome for many but she is always
hopeful that most problems can be tackled. Once, her school organized an interstate
workshop on drunk driving. It was sponsored by a huge corporate house with the
intention of helping the student community. Clarence was happy that it was a big
success.
Refer to School Counselor Scenario. According to Clarence’s observations, many high
school seniors with a binge drinking problem perceive nothing wrong with their
behavior, viewing it more as a requisite for acceptance in what is considered
“adultbehavior.” Which of the following components of moral beliefs is most likely
responsible for how the students perceive binge drinking?
a. Rationalism
b. Contractualism
c. Relativism
d. Determinism
e. Utilitarianism
When Joanna decided to buy a laptop, she was overwhelmed by the amount of
information available on helping one to decide on the right laptop. Even though she
tried to assimilate all the information and make use of it, she was exhausted from trying
to understand all the technical jargons. She finally decided to use product price as an
indicator of quality. Which of the following best describes Joanna’s method of decision
making?
a. Shilling
b. Renquing
c. Modeling
d. Infiltrating
e. Satisficing
_____ word-of-mouth (WOM) occurs when marketers attempt to accelerate WOM in
existing customer circles, or when they develop entirely new WOM forums.
a. Primary
b. Random
c. Organic
d. Scripted
e. Amplified
THE BILLIONAIRE LIFESTYLE SCENARIO
Philip, Joe and Ralph are all part of a billionaire’s club in their city. They are all in their
mid-40s, but with remarkably successful careers, they became billionaires within a very
short period of time. Philip, the CEO of his own real-estate venture, started out as a
dynamic entrepreneur who managed to make huge profits within two years of starting
his business venture. He believes in living life luxuriously and lavishly. Joe, the CEO of
an event management company, shares the same thought. Joe and Philip splurge on the
latest cars and electronic gadgets in the market. They buy designer clothes, shoes and
watches. They party at the best clubs in the city and are known to order customized
suits for themselves from some of the best designers around the world. They also have a
passion for traveling. They take time off from their work and visit exotic locations
around the world, stay in the best hotels, and eat at expensive restaurants. But not all
billionaires are like Philip and Joe; Ralph, the CEO of a chain of luxury hotels, used to
be materialistic like the others. These days, he is no longer interested in living a lavish
life and is rather keen on reducing his material consumption. He prefers living a simple
life with his family, and rarely indulges himself like he used to do earlier. He feels that
being too materialistic can not only lead to financial distress in the future, but also
create problems in his personal life. Instead of partying like the others, he is often seen
at charity events making donations. He wants to be known primarily for his
contributions to the society and not for having an extravagant lifestyle. Refer to The
Billionaire Lifestyle Scenario. Ralph’s desire to be known as a philanthropist reflects his
_____.
a. low need for cognition
b. low self-monitoring tendency
c. ideal social self
d. extended self
e. actual self
Lisa wanted everything to be perfect when she organized a homecoming party for her
husband, a soldier who was stationed in Afghanistan. Lisa consulted a well-known food
critic for the menu to be served in the party. Which of the following factors is/are most
likely associated with Lisa’s choice of menu to be served in the party?
a. Social influences
b. Situational influences
c. Product knowledge
d. Expert opinions
e. Online resources
_____ refers to the density of people and objects within a given space.
a. Invading
b. Diffusing
c. Crowding
d. Infiltrating
e. Shilling
A consumer is more likely to experience true dissonance following a purchase when
_____.
a. the consumer is unaware of any attractive alternatives that may offer comparable
value
b. the decision is easy to reverse
c. the decision is perceived as unimportant by the consumer
d. the consumer has low self-confidence
e. the decision is perceived as having minimal risk by the consumer
Many consumers who use online banking facilities are reluctant to change banks
because of the effort it would take to change automatic and online payment accounts.
The change requires a lot of hassle, including time and effort to cancel old accounts and
setting up new ones. There is also the probability of missing bill payments altogether.
The costs associated with such liabilities explain the customers’ reluctance to change.
These costs are called _____ costs.
a. infiltrating
b. shilling
c. switching
d. hoarding
e. temporal
VISITING THE DENTIST SCENARIO
According to a survey conducted by the American Dental Association, almost 25
percent of Americans don”t go to the dentist as they nurture deep-rooted fears.
According to the general public opinion there’s plenty to fearpain, needles, gagging,
feeling of helplessness, invasion of personal space, and being lectured for not brushing,
flossing, or visiting often enough. Of course, avoiding the situation can make matters
even worse when a patient does finally visit the dentist. Some patients, especially older
ones, are reluctant to visit the dentist due to fears based on bad experiences when they
were kids. However, the dental industry has evolved tremendously over the years,
eliminating almost all pain for patients. Many dentists go even further to dispel patients’
fears, offering sedation, painkillers, entertainment, atmospherics, and spa services
during a patient’s visit. While sedation and painkillers have been offered for years,
several others are trying newer alternatives to enhance the dental experience for their
patients. For example, some dentists offer entertainment options such as TVs,
headphones with soothing music, or goggles for watching 3-D movies. Spa services
include warm neck rolls and hand and foot massages all in a Zen-like environment
complete with soothing waterfalls and candles. The most common technique, though, is
simply to provide “service with a smile”, which goes a long way in making patients
comfortable. The hope is that these efforts will minimize patients’ anxiety by creating a
positive atmosphere that will result in the recommended twice-a-year visits. Refer to
Visiting the Dentist Scenario. Dentists are trying to enhance patients’ moods by creating
a pleasant environment and experience during visits. The hope is that patients’
evaluation and memories of the experience can be influenced in a positive way. This
hope is based on the concept of _____.
a. affective forecasting
b. doublethink
c. cognitive dissonance
d. choice-supportive bias
e. mood-congruent recall
The situation in which consumers are presented with so much information that they
cannot assimilate it all is known as information _____.
a. bias
b. asymmetry
c. bottleneck
d. overload
e. exposure
The process by which consumers come to learn a culture other than their natural, native
culture is called _____.
a. externalization
b. enculturation
c. acclimatization
d. acculturation
e. adaptation
Which of the following terms refers to humans’ physical and psychological processing
of smells?
a. Auditory
b. Gustatory
c. Ocular
d. Olfactory
e. Kinesthetic
When Carl decided to migrate to England, he was preoccupied with looking up on the
Internet for data on accommodation. He also talked with his friends and relatives in
England on available options for stay on his arrival. Which of the following activities in
the decision-making process best represents Carl’s preoccupation?
a. Need recognition
b. Search for information
c. Evaluation of alternatives
d. Choice
e. Postchoice evaluation
Which of the following individual difference variable assesses the individual’s need to
enhance his or her image in terms of others by acquiring and using products,
conforming to the expectations of others, and learning about products by observing
others?
a. Need for cognition
b. Typical intellectual engagement
c. Separateness-connectedness
d. Openness to experience
e. Susceptibility to interpersonal influence
Which of the following terms is used to capture one’s awareness of the emotions
experienced in a situation, and an ability to control reactions to these emotions?
a. Emotional expressiveness
b. Emotional intelligence
c. Emotional involvement
d. Emotional abandonment
e. Emotional detachment
Which of the following is true of the stakeholder marketing orientation?
a. Firms with this type of orientation recognize that more than just the buyer and seller
are involved in the marketing process.
b. It is a way of doing business in which the actions and decision making of the
institution prioritize consumer value and satisfaction above all other concerns.
c. It is an organizational culture that embodies the importance of creating value for
customers among all employees.
d. It stresses solely on the need to monitor and understand competitor actions in the
marketplace and the need to communicate information about competitors throughout
the organization.
e. In this type of orientation, innovation is geared primarily toward making the
production process as efficient and economic as possible.
Which of the following is an example of a marketing tactic?
a. Implementing a new technology in order to reduce costs over the next few years
b. Analyzing the budget for the next two years
c. Focusing on the five-year plan
d. Distributing a product only through discount stores
e. Setting the company’s sales goal
Which of the following terms captures how fairly a consumer believes he/she is treated
when dealing with service personnel in resolving some issue?
a. Retributive fairness
b. Procedural fairness
c. Restorative fairness
d. Distributive fairness
e. Interactional fairness
Which type of research includes tools such as case analyses, clinical interviews, focus
group interviews, and other tools in which data are gathered in a relatively unstructured
way?
a. Quantitative research
b. Qualitative research
c. Survey research
d. Unobtrusive research
e. Secondary research
_____ is a mild, positive emotional state resulting from a favorable appraisal of a
consumption outcome.
a. Cognitive dissonance
b. Cognitive transference
c. Consumer attribution
d. Consumer satisfaction
e. Neutral disconfirmation
When it comes to running shoes, Brian is completely devoted to the Nike brand. He
feels that the brand defines who he is. Brian’s association with running shoes from Nike
is an example of customer _____.
a. equity
b. inertia
c. empathy
d. apathy
e. commitment
_____ is the totality of thoughts, emotions, intentions, tendencies, and behaviors that a
person exhibits consistently as he or she adapts to his or her environment.
a. Brand personality
b. Demographics
c. Personality
d. Self-awareness
e. Self-esteem
The extended self refers to:
a. how a consumer would like to perceive himself.
b. the beliefs that a consumer has about how he or she is seen by others.
c. the various possessions that a consumer owns that help him form perceptions about
himself.
d. an image of what the consumer could ideally become.
e. the image that a consumer would like others to have about him.
The idea that a marketing strategy may be global but the implementation of that
strategy at the marketing tactics level should be local is referred to as _____.
a. enculturation
b. glocalization
c. acculturation
d. adaptation
e. acclimatization
A team of researchers in a marketing research company is interested in examining a
combination of consumer traits and the total effect of those traits on individual buying
behavior. According to these researchers, the prediction of individual behavior tends to
be stronger with the _____ approach.
a. nomothetic
b. single-trait
c. value
d. universal
e. multiple-trait
Descriptions of how individual consumers differ according to specific trait or patterns
of behavior are called _____.
a. individual difference variables
b. active variables
c. dependent variables
d. behavioral variables
e. socioeconomic variables
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. During the course of her research, Jane found that
young couples, mostly professionals, look out for a space they can call their own.
Which of the following activities in the decision-making process best represents this
perceived requirement?
a. Need recognition
b. Search for information
c. Evaluation of alternatives
d. Choice
e. Postchoice evaluation
According to _____, a consumer’s memories and evaluations can be influenced to the
extent that the consumer’s mood can be controlled.
a. mood-congruent sensory stimuli
b. mood-congruent encoding
c. mood euthymia affect
d. mood-association affect
e. mood-congruent recall
Consumers born between 1965 and 1980, long thought to be a group that was marked
by alienation and cynicism, belong to the _____.
a. greatest generation
b. Baby Boomers
c. Millennials
d. Generation X
e. silent generation
What is the last step in the basic consumption process?
a. Exchange
b. Value perception
c. Need realization
d. Want specification
e. Experience costs and benefits
The advantage of considering social class in consumer behavior is that all consumers in
a social class will act similarly.
Packrats possess a lifestyle trait leading to a strong tendency toward retaining
consumption-related possessions.
Primary reference groups generally have the least influence on their members compared
to other groups.
Name and describe four mental processes that help consumers remember things.
Discuss an example of how you can use each to perform better in an exam.
Positioning refers to the way a product is perceived by a consumer.
Families with a traditional sex role orientation believe in a democratic approach to
making purchase decisions.
The term distributive fairness refers to the way a consumer judges the outcomes of an
exchange.
The societal marketing conceptconsiders the needs of society along with the wants and
needs of individual consumers.
Deontological evaluations focus on the consequences of behaviors and the individual’s
assessment of those consequences.
Exposure represents the first step to learning.
The total collection of all possible solutions to a recognized need is referred to as the
universal set of alternatives.
The utilitarian function of attitudes works as a defense mechanism for consumers.
Long-term orientation prioritizes short-term benefits over long-term rewards.
A benefit is a perceived favorable result that is derived from the presence of a particular
feature.
Negative word-of-mouth (negative WOM) takes place when consumers pass on
negative information about a company from one to another.