Which of the following is a characteristic of consumers with low need for cognition?
a. They tend to be influenced by things like an endorser’s attractiveness and cues that
are not central to a message.
b. They tend to think carefully about products, problems, and even marketing messages.
c. They tend to be influenced heavily by the quality of the arguments in an
advertisement.
d. They tend to have more negative consumer attitudes and purchase intentions when
presented with humorous ads.
e. They exhibit more negative attitudes and purchase intentions towards brands that are
advertised using sexual imagery.
When a consumer simply buys a product repeatedly without any real attachment, it is
referred to as brand _____.
a. loyalty
b. inertia
c. longevity
d. consistency
e. persistence
In the CSV dimension, the extent to which people accept as fact the principle of the
division of authority and privilege among different groups within the society is referred
to as _____.
a. masculinity
b. individualism
c. power distance
d. uncertainty avoidance
e. long-term orientation
A consumer who uses strict guidelines set prior to selection, and eliminates any option
that fails to meet the specifications from consideration is employing a(n) _____ rule.
a. compliance
b. elimination
c. noncompensatory
d. superordinate
e. subordinate
Which of the following terms refers to the way in which the human brain senses
low-strength stimuli, that is, stimuli that occur below the level of conscious awareness?
a. Sequential processing
b. Subliminal processing
c. Centralized processing
d. Threshold processing
e. Parallel distributed processing
Our bodies have a rhythm that varies with the time of day. This is referred to as a _____
cycle.
a. homeostatic
b. lunar
c. tachycardia
d. biometric
e. circadian
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. Janice’s parents are paying for the wedding, so she needs to abide by their
wishes even though she might have liked a more extravagant reception. This is an
example of a(n) _____ influence.
a. focus group
b. tertiary group
c. outgroup
d. primary group
e. secondary group
When Greg’s house was burglarized, he decided to install a new home security system.
However, when he learned that an installation would cost him $1000, he decided
against it. The cost for the installation is an example of a:
a. procedural switching cost.
b. transactional switching cost.
c. financial switching cost.
d. relational switching cost.
e. rational switching cost.
A company that produces a popular brand of pasta decides against increasing product
price. Instead, the management decides to decrease the quantity of packed content from
100gms to 90gms. According to the management, a price increase would risk losing its
brand loyal consumers who relate to the brand as affordable. This is an attempt to retain
the consumers’ _____ of their product.
a. anticipation
b. disposition
c. perception
d. motivation
e. distortion
Jane, who recently suffered a minor cardiac arrest, has been advised by her cardiologist
to avoid smoking and drinking. However, despite her best efforts, she has been unable
to resist the temptation to smoke or drink as she is too dependent on them and has
withdrawal symptoms whenever she tries to quit. Jane’s behavior can be best described
as _____ consumption.
a. irrational
b. unplanned
c. impulsive
d. addictive
e. suicidal
In which of the following instances does value consciousness occur?
a. When consumers display a tendency to retain control and ownership over possessions
b. When consumers reduce their material consumption
c. When consumers flaunt their material possessions as a way of displaying their social
class
d. When consumers engage in bargaining behaviors when making purchases
e. When consumers pay close attention to the resources that they devote to transactions
and to the benefits that they receive
WALMART SCENARIO
Walmart is the largest retailer in the world with more than 4,000 stores located in 14
countries outside the United States. The corporation has learned, sometimes the hard
way, that the Walmart business model cannot be applied to every country it enters due
to cultural differences. For example, the retailer ran into difficulties in many European
countries because stores are not open 24-hours a day, seven days a week, like Walmart
Supercenters in the United States. When negotiating the purchase of Trust-Mart stores
in China, the company had to develop “enduring” relationships with executives before
even discussing business opportunities. Making inroads into the Chinese market was
particularly difficult for Walmart. Chinese customers generally believe in the
superiority of home-made products to foreign ones. Establishing trust with these
customers was difficult as Chinese customers don”t warm up easily to foreign brands
and view them with suspicion. Most of the customers perceived a price-risk relationship
rather than a price-quality relationship while making purchasing decisions. Even within
China, the cultural diversity was immense. Standard Chinese was spoken differently in
different parts of the country. Keeping this diversity in mind, Walmart varied its
marketing mixes based on local tastes, cultures, and economic conditions. Refer to
Walmart Scenario. The corporation has learned, sometimes the hard way, that the
Walmart business model cannot be applied to every country it enters due to cultural
differences. For example, while negotiating the purchase of Trust-Mart stores in China,
the company had to develop “enduring” relationships with executives before even
discussing business opportunities and most Chinese customers perceived a price-risk
relationship rather than a price-quality relationship while making purchasing decisions.
Which of the following best describes such differences?
a. Cultural diffusion
b. Cultural distance
c. Cultural lag
d. Cultural alliance
e. Cultural equity
Which of the following best explains impulse purchases?
a. High-involvement hierarchy
b. Low-involvement hierarchy
c. Experiential perspective
d. Behavioral influence
e. Reinforcement perspective
The portion of resources allocated to one brand from among the set of competing
brands is called _____.
a. market share
b. brand share
c. customer share
d. retail share
e. segment share
Julie believes that if she smiles, the whole world would smile with her. Her belief is
based on the concept of emotional _____.
a. activation
b. contagion
c. intelligence
d. labor
e. flow
_____ refer(s) to the ways consumers live and spend their time and money.
a. Lifestyles
b. Demographics
c. Personality
d. Psychographics
e. Geodemographics
Lisa plans to buy herself a sewing machine for sewing dresses for her daughters. She
evaluates different brands of the product and decides that she should get the one which
makes the least noise as that would allow her to work while her children are asleep. She
finally buys the one which makes the least noise. Which of the following is most likely
to account for Lisa’s choice of sewing machine?
a. Compensatory rule
b. Conjunctive rule
c. Lexicographic rule
d. Elimination-by-aspects (EBA) rule
e. Disjunctive rule
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. Some high school seniors 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. Which of the following motivations of
consumer misbehavior best explains this behavior?
a. Thrill-seeking
b. Pathological socialization
c. Opportunism
d. Provocative situational factors
e. Lack of moral constraints
The unintentional but recurrent memory of long-ago events that are not triggered by
anything in the environment is known as _____.
a. elaboration
b. rumination
c. activation
d. assimilation
e. contemplation
The degree to which a consumer is open to new ideas and quick to buy new products,
services, or experiences early in their introduction is referred to as consumer _____.
a. materialism
b. frugality
c. value consciousness
d. innovativeness
e. competitiveness
While buying a car, a potential buyer takes into consideration several aspects of the car,
such as its design, quality, ease of servicing, speed, and mileage. An automobile
company, that takes into consideration all these aspects while manufacturing and selling
its cars, is said to be practicing the _____ concept.
a. value marketing
b. multifaceted product
c. total value
d. product value
e. net worth
_____ is the phenomenon that occurs when expectations affect performance
perceptions.
a. Confirmatory bias
b. Backfire effect
c. Cognitive inertia
d. Cognitive dissonance
e. Bandwagon effect
Which of the following product category levels is abstract in nature and represents the
highest level of categorization?
a. Primary category
b. Superordinate category
c. Inordinate category
d. Secondary category
e. Subordinate category
Retailers specializing in a unique environment, an impressive dcor, friendly employees,
and pleasant emotions use a type of positioning which emphasizes the _____ quality of
a retail store.
a. affective
b. epistemic
c. functional
d. experiential
e. adaptive
Which of the following is true about consumer lifestyles?
a. They are considered an important manifestation of social stratification.
b. They are not influenced by culture, groups and individual processes.
c. They are completely determined by personality.
d. They have no effect on consumer purchase patterns.
e. They remain the same across cultures.
Hannah is an avid reader and looks forward to going to the library at the end of each
week to issue more books. Which of the following terms refers to the sense of
satisfaction she feels from this activity?
a. Affect
b. Delusion
c. Schema
d. Synergy
e. Externalities
Mental assessments of the presence of attributes and the benefits associated with those
attributes are known as _____.
a. judgments
b. schemas
c. maps
d. scripts
e. stereotypes
Which of the following occurs when an individual yields to the attitudes and behaviors
of other consumers?
a. Conformity
b. Reliability
c. Credibility
d. Validity
e. Accountability
Which of the following eating disorders is characterized by the consumption of large
amounts of food while feeling a general loss of control over intake?
a. Binge eating
b. Anorexia
c. Pica
d. Orthorexia nervosa
e. Rumination disorder
Which of the following occurs when consumers spread information from one to another
about positive consumption experiences?
a. Confirmation
b. Switching behavior
c. Positive disconfirmation
d. Positive attribution
e. Positive word-of-mouth
Which of the following refers to downshifting?
a. The conscious decision to reduce one’s material consumption
b. The resentment that arises as a result of another’s belongings, and a desire to acquire
similar possessions
c. The tendency for a consumer to engage in bargaining behaviors when making
purchases
d. The tendency for consumers to take excessive pride in themselves, including their
appearance and accomplishments.
e. The tendency of an individual to retain control and ownership over his possessions
According to the psychoanalytic approach to personality, the superego:
a. focuses on pleasure-seeking and immediate gratification.
b. works against the id by motivating behavior that matches societal norms and
expectations.
c. focuses on resolving the conflicts between the id and the ego.
d. operates on the benefit principle.
e. attempts to balance the desires of the id with the constraints of, and expectations
found in, the ego.
The _____ function of attitudes is based on the concept of reward and punishment.
a. utilitarian
b. ego-defensive
c. knowledge
d. value-expressive
e. cognitive
The act of charging a higher than reasonable price for a good that occurs following
some kind of natural disaster or event is called _____.
a. price gouging
b. price fixing
c. hoarding
d. shilling
e. infiltrating
Quality represents the perceived overall goodness or badness of a product.
Companies embracing the total value concept demonstrate an understanding that
products provide value in multiple ways.
Every PANAS item represents a good feeling.
The number of levels and details within each level of consumers’ product categories are
influenced by their familiarityandexpertise with products.
Culture guides consumers in deciding the appropriate actions in various consumer
situations.
Subordinate categories are abstract in nature and represent the highest level of
categorization.
Consumers display greater recall of an intended message when information is presented
in sequence rather than in intervals.
The personology approach combines personality theory and motivation.
A microculture is less significant in terms of its potential influence on consumer
behavior.
John gives away his old furniture to the poor and the needy whenever he buys new
ones. Hence, it can be safely concluded that John is a highly materialistic consumer.
Postconsumption cognitions lead to an affective reaction most conventionally
represented by consumer satisfaction or dissatisfaction (CS/D).
Relationship quality represents the degree of connectedness between a consumer and a
retailer.
Shopping is the set of potentially value-producing consumer activities that directly
increase the likelihood that something will be purchased.
The ability of a consumer to make accurate judgments when evaluating alternatives is
influenced by his or her ability to perceive differences in levels of stimuli between two
options.
The psychoanalytic approach to personality was proposed by B. F. Skinner.
If performance perceptions exactly match what was expected, neutral disconfirmation is
said to occur.
Name and describe the four types of shopping activities. Give an example of each based
on your personal shopping experience.
The CSV profile of a culture can influence the effectiveness of cultural shaping.
The credibility of sources impacts the certainty with which consumer attitudes are held,
with lower levels of credibility leading to higher levels of certainty.