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. Many people don”t go to the dentist as they
nurture deep-rooted fears, preferring instead to go only when they have a problem such
as a toothache or a broken tooth which needs immediate attention. Which of the
following types of motivation drives us to visit the dentist for dental problems that
require immediate attention?
a. Self-improvement motivation
b. Homeostasis
c. Promotional motivation
d. Homeorhesis
e. Hedonic motivation
Some categories are not well represented by an exemplar. For instance, a
“pharmaceutical sales rep” category likely does not evoke a specific person who best
represents that category. However, an image is associated in one’s mind with the
category. This type of schema is known as a(n) _____.
a. specimen
b. prototype
c. epitome
d. stereotype
e. archetype
Don is visiting digital stores and searching the Internet to learn about high-definition
DVD players as he is planning to buy one. This is an example of a _____ search.
a. postpurchase
b. preemptive
c. prepurchase
d. passive
e. binary
Which of the following decision-making perspectives assumes that consumers often
make purchases and reach decisions based on the affect, or feeling, attached to the
product or behavior under consideration?
a. Rational decision-making perspective
b. Experiential decision-making perspective
c. Functional decision-making perspective
d. Behavioral influence decision-making perspective
e. Implemental decision-making perspective
It has been a month since Carl moved into a new apartment in Leicester. He spent most
of his life savings on purchasing the apartment. He now considers his decision and feels
that he has made the right selection in terms of the amount of money spent and the
value received on the purchase. Which of the following activities in the
decision-making process best represents Carl’s consideration of his decision?
a. Need recognition
b. Search for information
c. Evaluation of alternatives
d. Choice
e. Postchoice evaluation
Any packaging that is no longer necessary for consumption to take place is referred to
as consumer _____.
a. regret
b. waste
c. remorse
d. nonessentials
e. refuse
_____ learning occurs when behavior is modified through a consumer”stimulus
interaction without a cognitive effort to understand a stimulus.
a. Tangential
b. Unintentional
c. Formal
d. Observational
e. Avoidance
Many young, working couples choose to have just one kid or none at all. These couples
hardly have any responsibilities like saving up for children’s education or securing
children’s future. This leaves them with more than enough money to spend on luxury
goods. Most of them enjoy high spending power and splurge on a lot of luxurious
goods. Which of the following trends is reflected in this scenario?
a. Declining birthrates
b. Declining consumer affluence
c. Increasing life expectancy
d. Increasing cultural diversity
e. Increasing population
Alex was invited to a formal dinner by his manager. As he had never been a part of a
formal six-course meal, he was not sure about the use of the different cutleries for each
course. He watched the other diners seated beside him and followed their use of knives
and forks. He learned that the really small fork was for the shrimp cocktail, and that the
bread plate on the left as well as the glass of water on the right were for him. This kind
of learning is an example of _____.
a. shaping
b. renquing
c. modeling
d. diffusing
e. reinforcing
Penny bought a dress to wear to a wedding. She wore the dress without removing the
price tag. A day after the wedding, she returned the dress to the store where she
purchased it from and got her money back. This is an example of _____.
a. differential association
b. retail borrowing
c. pilferage
d. illicit sharing
e. shoplifting
Chelsea, who has four siblings, has vivid memories of her special Saturday mornings
when her father used to take her out for breakfast. It was their special time together as
she got her dad all to herself. Chelsea’s memories are an example of _____ memories.
a. procedural
b. implicit
c. iconic
d. autobiographical
e. echoic
When firms fail to realize how their products provide value, they run the risk of
developing _____.
a. marketing myopia
b. cognitive dissonance
c. negative affect
d. marketing dissonance
e. marketing disconnect
A(n) _____ is a specific desire that spells out a way a consumer can go about
addressing a recognized need.
a. touchpoint
b. exchange
c. want
d. reaction
e. attribute
Which of the following statements is true regarding sex appeals in advertising?
a. Consumers find sexually appealing ads to be largely ineffective.
b. The use of nudity is ineffective for products that have intimate appeal.
c. Males and females alike tend to react negatively to female nudity in advertising.
d. Moderate levels of nudity are more preferred by consumers.
e. Sex appeals in ads are effective regardless of the type of product being advertised.
Monica, a 25-year-old software engineer, works in a company as a business analyst.
She saves 20 percent of her salary every month and invests it in a pension plan.
According to her, this saving is important because it will help her live a comfortable life
after retirement. According to Maslow’s hierarchy of needs, Monica is most concerned
with:
a. the need for self-esteem.
b. physiological need.
c. the need for safety and security.
d. the need for self-actualization.
e. the need for belongingness and love.
Betsy hates doing her groceries every Saturday. Therefore, when it is done, she feels
glad that she won”t have to buy groceries for the rest of the week. Which of the
following types of shopping values is most likely received by Betsy from the activity of
buying groceries?
a. Utilitarian shopping value
b. Hedonic shopping value
c. Epistemic shopping value
d. Experiential shopping value
e. Absolute shopping value
Which of the following theories proposes that consumers enter into a consumption
experience with predetermined cognitive expectations of consumption against which
the actual perceptions are judged?
a. Cognitive attribution theory
b. Expectancy/disconfirmation theory
c. Path-goal theory
d. Equity theory
e. Balance theory
Consumers with a low capacity to self-regulate are referred to as _____.
a. action-oriented
b. state-oriented
c. time-oriented
d. mood-oriented
e. object-oriented
Which of the following families consists of three or more generations of family
members?
a. A polygamous family
b. A conjugal family
c. A nuclear family
d. An extended family
e. A blended family
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 finally
decided on buying Tassimo, which featured Well-Fresh coffee, her favorite brand of
coffee. 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. Which of the following decision-making perspectives best
describes Jane’s final choice?
a. Rational decision-making perspective
b. Experiential decision-making perspective
c. Behavioral influence decision-making perspective
d. Functional decision-making perspective
e. Implemental decision-making perspective
Which of the following decision-making perspectives assumes that many decisions are
learned responses to environmental influences?
a. Rational decision-making perspective
b. Experiential decision-making perspective
c. Behavioral influence decision-making perspective
d. Functional influence decision-making perspective
e. Implemental decision-making perspective
Consumers confront a barrage of marketing messages each day. Banner ads on
websites, billboards, and print media are some of the agents through which these
messages are communicated to the consumers. However, most consumers “see” only a
few of these messages and screen out the rest. This process of filtering out stimuli is
known as _____.
a. selective precipitation
b. selective retention
c. selective distortion
d. selective exposure
e. selective filtration
According to the balance theory, the relations between the elements of observer, person,
and object are referred to as _____.
a. primacy relations
b. sentiment relations
c. central relations
d. peripheral relations
e. affective relations
THE DESIGNER CLOTHES SCENARIO
Fashion weeks in New York, Paris, and Milan featuring haughty supermodels strutting
up and down the ramp generate a lot of attention for designers, especially if the
collection is unique or unorthodox. But who buys these clothes? Apparently, only a
small group of customers, as the celebrities seen so often flaunting designer clothing get
these outfits for free in return for the publicity they generate for designers. This small
group of customers comprise of women like Anna, Cindy, and Christine. Anna
purchased a Balmain mini dress worth $24,000 and several other outfits because, as she
stated, “I buy what I love.” On the other hand, Cindy, an art enthusiast, purchased an
Alexander McQueen jacket priced over $11,000. To her an apparel, besides being a
work of art, also helps her form perceptions about herself. Christine, who attends high
society events almost every night, wears any dress only once and in case she is
attending more than one social event, changes several times in the course of a single
evening. For these women, their clothing is an expression of themselves and how they
want people to see them.
Refer to The Designer Clothes Scenario. Anna’s statement, “I buy what I love,” focuses
on immediate gratification and is based on the _____ principle.
a. reality
b. abstinence
c. pleasure
d. superego
e. philanthropy
Carla Miller, a wealthy socialite and interior designer, belongs to an elite community
comprising of the rich and the famous of New York City. She is seen wearing only
high-end designer clothing and accessories that speak of her high social status, as she
cares about what others think of her. She likes to present herself perfectly in social
situations and is seen only in the company of the elite. Which of the following traits can
be associated with Carla’s behavior?
a. Low self-monitoring
b. Low need for cognition
c. High frugality
d. High self-monitoring
e. Low self-esteem
DISSATISFIED CUSTOMER SCENARIO
Meg went to a local nail salon to get a manicure and pedicure. Unfortunately, she got a
nasty nail infection on her left foot a day after her manicure. She didn”t go back to the
salon to complain, but she told all her friends about it and warned them to never go
there. One of her friends suggested she should go to the salon, complain, and demand a
compensation for her medical expenses, or at least get her money back for the pedicure.
Meg was so disgusted that she didn”t even want to go back there to complain. If she
ever decides to get another pedicure, she certainly won”t go back to that salon. Refer to
Dissatisfied Customer Scenario. If Meg ever gets another pedicure, she certainly won”t
go back to that nail salon. Which of the following postconsumption behaviors is this an
example of?
a. Switching behavior
b. Retaliatory revenge
c. Rancorous behavior
d. Complaining behavior
e. Deviant behavior
CHRISTMAS SHOPPING SCENARIO
Many consumers wait until the weekend before Christmas to do their gift shopping, and
Lanny is one of those consumers. She did not want to go to a crowded mall as she only
had a Saturday to do all of her shopping. She saw an advertisement that morning in the
newspaper for a new store that claims to be the “right destination for all kinds of
Christmas shopping.” She decided to go there instead of the mall in order to avoid the
crowd in the mall. While she was in the new store, she was trying to keep a track of her
purchases in her head in an attempt to avoid going overboard and winding up with a
huge credit card bill next month. In just two hours, Lanny was able to purchase all the
gifts she needed and even found a cute bracelet for herself though the bracelet was not a
part of the shopping list that she had made earlier.
Refer to Christmas Shopping Scenario. Lanny did not want to go to a crowded mall as
she only had a Saturday to do all of her shopping. According to this information, which
of the following temporal factors had the greatest impact on Lanny’s shopping
experience?
a. Time pressure
b. Time constant
c. Time reciprocity
d. Time of the day
e. Time simultaneity
Ken Rogers wants to purchase a new computer for his daughter. In order to make this
purchase, he carefully collects information about the latest models in the market, their
features, and prices. He plans to make the actual purchase only after extensively
researching and evaluating the various models available in the market. According to the
hierarchy of effects approach to attitudes, which of the following best describes Ken’s
actions?
a. Behavioral influence
b. High involvement
c. Low involvement
d. Hedonic
e. Experiential
Which of the following types of shopping is characterized by spontaneous activities
with a diminished regard for consequences, heightened emotional involvement, and a
desire for immediate self-fulfillment?
a. Acquisitional shopping
b. Epistemic shopping
c. Experiential shopping
d. Impulsive shopping
e. Adaptive shopping
Eve is a brand of jeans named after a style journal for women. The brand conducted a
survey recently and found out that men avoided buying Eve jeans as they associated the
brand exclusively with women. Which of the following is illustrated through this
scenario?
a. Cognitive dissonance
b. Cognitive distortion
c. Cognitive divergence
d. Cognitive structuring
e. Cognitive imaging
_____ represents the study of consumption as a “lived experience” and relies on casual
interviews with consumers from whom the researcher has won confidence and trust.
a. Unobtrusive research
b. Archival research
c. Ethnography
d. Phenomenology
e. Netnography
Consumers expect personal trainers to be physically fit. The degree to which a trainer’s
appearance matches a consumer’s prototype and elicits a favorable response from the
consumer will be referred to as _____.
a. source fit
b. source congruity
c. source attractiveness
d. source comparison
e. source control
Interpretation of quantitative research data is a function of the researcher’s opinion.
A strategy is a planned way of doing something to accomplish some goal.
Explain the role of microcultures in influencing consumer behavior. Describe two
microcultures that influence your consumption behavior.
A marketing strategy provides an operating orientation for the company.
All consumers tend to adopt new products at similar rates.
Positively framed information generally has a greater impact on consumers.
According to the behavioral influence approach to persuasion, behavior change can
occur only if beliefs and attitudes are changed first.
Scalar equivalence is necessary to compare average scores for consumer attitudes
between cultures.
Social networks are networks of consumers that are formed based on common interests,
associations, or goals.
Retailers with a high proportion of action-oriented consumers in their target market are
more likely to thrive on consumers’ impulse purchases.
Autonomic measures of assessing emotional activity require a volitional response from
the consumer.
Both consumers and marketers enter exchange-seeking value.
If a furious consumer becomes violent or tries to vandalize the business, it is known as
rancorous revenge.
Discuss the motivations behind consumer misbehavior.
Explicit memory becomes stronger the more distracted one is from attending to the
stimulus.
Desires are the level of a particular benefit that will lead to a valued end state.
The core concept of consumer behavior is value.