CHRISTMAS SHOPPING SCENARIO
Maisie waits for Black Friday each year to do her Christmas gift shopping. She
maintains the tradition of gift-giving faithfully, as it makes her feel a sense of kinship
and attachment with her family and close friends. As she lives alone, she strongly feels
the need for relationships at this time of year. She steps out wearing her warm fur coat
to protect herself from the sub-zero temperatures. As she shops for her gifts, she comes
across a pair of designer sunglasses that are on sale. She buys them immediately as she
does not like her old pair, and has been thinking of replacing her it with a new one. As a
rule, every year, she buys her mother’s gift last, after she has checked out all the
available gift options. This year, she gets her mother a pair of exquisite pearl drop
earrings. She is a bit anxious because they are very expensive and she hopes that her
mother will like them. While at the jeweler, she decides to buy herself an ornate
Christmas dove as an indulgence. Maisie has had a fascination for them for as long as
she can remember. She has a huge collection of Christmas doves in various sizes and
colors. Maisie comes back tired, but satisfied with her day’s shopping.
Refer to Christmas Shopping Scenario. Maisie steps out wearing a warm fur coat to
protect herself from the sub-zero temperature. Which of the following types of
motivation drove Maisie to keep herself warm?
a. Self-improvement motivation
b. Homeostasis
c. Hedonic motivation
d. Promotional motivation
e. Homeorhesis
The realization that a consumer is necessary and must play a part in order to produce
value is the major premise underlying the concept of _____.
a. synergy
b. value integration
c. value internalization
d. value co-creation
e. dyadic valuation
The ego differs from the id in that the ego:
a. focuses on immediate gratification.
b. operates on the pleasure principle.
c. focuses on hedonic value.
d. works against the superego by motivating behavior that goes against societal norms
and expectations.
e. focuses on resolving the conflicts between the id and the superego.
When Jane and her husband decided to buy furniture, she decided to purchase a brand
that her grandparents and parents had used. She didn”t spend any time looking at its
specific features or comparing it with other brands. All that mattered to Jane was the
emotion associated with buying something closely familiar to her childhood. Which of
the following types of evaluation best explains Jane’s choice of brand?
a. Attribute-based evaluation
b. Affect-based evaluation
c. Feature-based evaluation
d. Benefit-based evaluation
e. Content-based evaluation
Who controls information flow into the household in the household purchase process?
a. Influencer
b. Gatekeeper
c. Purchaser
d. User
e. Decision maker
When Carla had to select one among three vacation destinations, she ended up choosing
the one that actually scored low on an important attribute of being tourist friendly. She
chose a location that was least expensive and the most convenient to travel compared to
the other two. Which of the following decision rules is most likely to have influenced
Carla’s choice?
a. Conjunctive rule
b. Lexicographic rule
c. Exception rule
d. Compensatory rule
e. Compliance rule
Hal is considering purchasing a hybrid automobile as he wants better gas mileage as
well as an environment-friendly car. However, he is concerned that the car might not
function the way he is anticipating it to. Which of the following best reflects Hal’s
concern?
a. Financial risk
b. Physical risk
c. Performance risk
d. Time risk
e. Social risk
Which of the following is true of consumer comprehension?
a. Consumer comprehension process is not influenced by internal factors within the
consumer.
b. Consumer comprehension does not include affective components as it is based only
on the consumer’s cognitive aspects.
c. Consumers’ comprehension of marketing messages does not always occur in the way
they are intended to.
d. Consumer comprehension rarely goes beyond the explicit content of the marketing
message.
e. Consumer comprehension is not essential for the realization of value in the
consumption process.
A new western-themed family steakhouse requires its employees to dress like cowboys
and cowgirls from head-to-toe with cowboy hats, red-and-white checkered shirts, blue
jeans, and cowboy boots. The owners believe that this specific appearance is needed to
generate the emotional reaction it seeks from its customers. This dressing requirement
for employees is an example of _____.
a. emotional labor
b. emotional contagion
c. aesthetic labor
d. aesthetic expression
e. emotional expressiveness
The statement, “Volvo vehicles are the safest automobiles,” is an example of the _____
component of attitude.
a. abstract
b. affect
c. behavior
d. cognitive
e. relational
Many consumers illegally download music and movies from the Internet because they
perceive a low risk of getting caught. This is an example of consumer misbehavior most
likely motivated by _____.
a. unfulfilled aspirations
b. thrill-seeking
c. differential association
d. pathological association
e. opportunism
Which of the following is true of workbench memory?
a. It has unlimited duration.
b. It has limited capacity.
c. It is considered to be preattentive.
d. Its capacity remains the same across different levels of consumers’ involvement.
e. It uses only semantic coding to store information.
Which of the following CSV dimension reflects values consistent with Confucian
philosophy and a prioritization of future rewards over short-term benefits?
a. Individualism
b. Masculinity
c. Power distance
d. Uncertainty avoidance
e. Long-term orientation
Carl turned 55-years old in 2012. He retired early from his job as he had enough
savings for a good life. Carl belongs to the _____ group.
a. greatest generation
b. silent generation
c. Generation X
d. Millennials
e. Baby Boomers
Beverage marketers have realized for decades that packaging plays a major role in how
beverages are perceived. In fact, studies indicate that consumers cannot even identify
their “favorite” brand of beer without the package/label. This sort of association is
created because of consumers’ _____.
a. low level of involvement
b. congruity
c. expectations
d. low level of knowledge
e. sensitization
The way in which new products are adopted and spread throughout a marketplace is
known as the _____ process.
a. diffusion
b. differentiation
c. activation
d. innovation
e. assimilation
Which of the following is true of negatively framed information?
a. It has a lesser impact on consumers than positively framed information.
b. It primes gains rather than losses.
c. It makes consumers less willing to take risks.
d. It increases consumers’ perceived value of a product.
e. It facilitates consumers’ negative information bias toward the product.
Which of the following statements is true about habitual decision making?
a. It occurs when a consumer believes the consumption of a specific product that they
have in mind will solve the problem and deliver value.
b. It involves extensive evaluation of alternatives based on the potential to satisfy a
particular need.
c. It occurs when a consumer’s involvement with the particular product category is high.
d. It occurs when the perceived risk for the particular product is high.
e. It involves a time-consuming process of collecting information and comparing
brands.
According to the social judgment theory, when an incoming message falls within the
latitude of acceptance, _____ occurs.
a. attitude tracking
b. contrast effect
c. assimilation
d. anchoring
e. bandwagon effect
FINE DINING SCENARIO
Raffin, a fine dining restaurant in Manhattan, has reservation bookings running several
weeks in advance. Sara and her friends had made reservations two weeks in advance.
She had come across many good reviews about the restaurant that she decided to go
there. When the day finally came, Sara was excited as she had been eagerly looking
forward to the dining experience in Raffin. However, when she finally reached there
and approached the reception, she was told that her name was not listed. She was made
to wait for half an hour before she could get a table. Though the problem was sorted
out, Sara was less than pleased as she had made reservations two weeks in advance.
This initial hassle spoilt Sara’s remainder of the evening and she held the poor
management at Raffin responsible. It didn”t help when Sara, an environmentalist,
learned that the management at Raffin simply throws away their waste material without
giving a thought for other more environmental friendly ways of disposing waste. At the
end of the meal Sara was handed a customer feedback card. The card had a
questionhow do you rate your overall satisfaction at Raffin? The answer choices were in
the form of a scale that included completely
dissatisfied/dissatisfied/satisfied/completely satisfied. Sara expressed that she was
completely dissatisfied with the restaurant’s overall services. Refer to Fine Dining
Scenario. Sara was less than pleased when she was made to wait for half an hour before
she got a table. This initial hassle spoilt Sara’s remainder of the evening and she held
the poor management at Raffin responsible. Which element in the attribution theory
corresponds best with Sara holding the management responsible for her spoilt evening?
a. Locus
b. Focus
c. Control
d. Stability
e. Consistency
Caroline wants to do her Bachelors in Medicine but is confused about which schools to
apply to. She considers her family and friends’ advice regarding the best schools to
study medicine. They convince her that she must apply at the top-ranked medical
schools. But she believes that her parents, both doctors, want her to study in the same
school they had studied in, so she considers it as well. In addition to this, she also
wishes to study in the same medical school as her best friend. In this scenario,
Caroline’s focus is on what other people think she should do in addition to her own
attitude toward specific schools. Which of the following refers to a consumer attitude
model that is best applicable in this instance?
a. Attitude-toward-the-object model
b. Changing schema-based affect
c. Social judgment model
d. Behavioral intentions model
e. Elaboration likelihood model
Which of the following is an example of a nondurable good?
a. An air conditioner
b. A bottle of water
c. Furniture
d. A washing machine
e. Cutlery
World of Warcraft has a rather large number of dedicated players online. These gamers
come from different ethnic, demographic, and geographic backgrounds, but they all
share the same passion for the game. This microculture of gamers can be referred to as
a(n) _____ microculture.
a. street
b. generational
c. regional
d. religious
e. age-based
Diet Coke, a brand of soft drink, is an example of _____ category with regard to
product categorization.
a. primary
b. inordinate
c. secondary
d. subordinate
e. superordinate
Which of the following characteristics of relationship quality indicates that a buyer
treats a seller as an individual with unique desires and requirements?
a. Competence
b. Communication
c. Equity
d. Personalization
e. Trust
Since _____ motivation helps a consumer maintain his or her state, it works much like
homeostasis.
a. hedonic
b. utilitarian
c. promotional
d. self-improvement
e. end-state
Henry considered two criteria when he selected his laptop, efficiency of the CPU and
the capacity of the hard disk drive. These features represent Henry’s _____ criteria
while buying the laptop.
a. recombinant
b. fulminant
c. discriminant
d. examinant
e. determinant
When Timothy goes to a store, he has one goal in mind and that is to buy what he came
to buy and not let other things in the storesales, promotional events, tempting
offersinterfere with his shopping intentions. This way he ensures that he never exceeds
his budget. Based on this information, Timothy is a(n) _____ consumer.
a. time-oriented
b. action-oriented
c. state-oriented
d. mood-oriented
e. affect-oriented
Which of the following terms refers to exchanges between consumers and business that
the consumer views as unusually negative?
a. Disconfirmation incident
b. Critical incident
c. Peripheral incident
d. Significant incident
e. Disintegrative incident
A few customers at China Palace, a Chinese restaurant, recently suffered from food
poisoning and were admitted in the hospital. One of these customers was so angry that
he tried to burn the restaurant down a week later after the food-poisoning incident. This
disgruntled customer was engaged in _____ revenge.
a. procedural
b. restorative
c. rancorous
d. distributive
e. retaliatory
Differentiate durable and nondurable goods with examples.
Consumers derive expectations for service encounters from scripts.
Determinant criteria are the evaluative criteria that are related to the actual choice that
is made.
Cognitive psychology is helpful in understanding how consumers process information
from marketing communications such as advertisements.
Glocalization represents the idea that the marketing strategy may be local but the
implementation of that strategy at the marketing tactics level should be global.
Attempts to demarket a product can be implemented by stigmatizing consumption with
a negative stereotype.
The theory of planned action expands upon the behavioral intentions model by
including a subjective norm component.
Compensatory rules allow consumers to select products that may perform poorly on one
attribute by compensating for the poor performance by good performance on another
attribute.
Trustworthy sources can be persuasive even if they”re not experts, and expert sources
can be persuasive even if they”re perceived as being untrustworthy.
A consumer who disliked the color of a bag, but bought it as it was sturdy, has
employed a noncompensatory rule when he/she chose the bag.
Procedural justice refers to the extent that consumers believe the processes involved in
processing a transaction, performing a service, or handling a complaint is fair.
Consumer segments exist because different consumers do not value different
alternatives the same way.
The competitiveness trait can be defined as an enduring tendency to strive to be better
than others.
Subliminal persuasion is behavior change induced or brought about based on selectively
processing a message.
Superordinate categories tend to be more detailed than subordinate categories.
The market for any product is the sum of the demand existing in individual groups or
segments of consumers.
Research examining subliminal processing suggests that subliminal persuasion is a very
effective marketing tool.