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Unplanned purchases can be further subdivided into substitute and impulse purchases.
Repeat purchasers continue to buy the same brand because of their emotional
attachment to it.
Marketing strategy that focuses only on creating awareness may be inadequate.
Committed customers are less likely to forgive a product or service failure.
Motives that are known and freely admitted are called primary motives.
Emotion plays no role in organizational buying.
It isn't until the addition of the second child to a family that many changes in lifestyle
and consumption occur.
Online marketers of apparel will never be able to overcome the lack of "touch" issue
with consumers and as a consequence, apparel is having little sales success online.
Juan came from Cuba in the late 1990s and is currently living in Miami, FL. According
to the Bureau of the Census, Juan would be classified as a(n) _____.
A. African American
B. Asian American
C. Hispanic
D. Native American
E. subculture
Negative emotions or guilt feelings aroused by the use of a product or a service are
referred to as _____.
A. postpurchase anxiety
B. consumption guilt
C. consumption anxiety
D. postpurchase dissonance
E. consumption dissonance
Many of you have probably heard of Banana Republic retail stores and perhaps have
shopped there. Many of you may not know that the store used to look much different
than it does today. It used to be more like an adventure, and the merchandise assortment
was more appropriate for a safari. If you've ever seen an Indiana Jones movie, you can
get a pretty good idea of what Banana Republic used to look like. The stores would
have a jeep in the store, camouflage netting, and music from the 1940s playing. The
inside had wooden beams and maps hung on the wall that looked like treasure maps.
Much of the merchandise was accompanied by a sign that had a tale of some adventure
associated with it. These physical features of the retail environment are referred to as
the _____.
A. store situation
B. retail ambiance
C. retail surroundings
D. store atmosphere
E. merchandising mix
While the entire family is usually involved in major purchase decisions, Lisa is the one
who usually makes the actual purchase. What family purchase role does Lisa play?
A. initiator
B. information gatherer
C. influencer
D. decision maker
E. purchaser
Which of the following is NOT a primary motivation on which the VALS typology is
based?
A. ideals motivation
B. achievement motivation
C. self-expression motivation
D. realist motivation
E. all of them are primary motivations in the VALS typology
All other things being equal, consumers tend to prefer _____.
A. external reference prices over internal reference prices
B. dollar savings over percentage savings
C. percentage savings over dollar savings
D. larger retail outlets over smaller outlets
E. smaller retail outlets over larger outlets
Hannah asked her mother to buy her a certain brand of athletic shoes because that's
what all the other kids are wearing at school. For Hannah, which type of motive is most
likely underlying her request for that specific brand?
A. instrumental motive
B. affective motive
C. cognitive motive
D. consummatory motive
E. personal motive
Visual art in an ad (art infusion) has the ability to:
A. increase brand image
B. increase fit perceptions
C. increase the cognitive flexibility of consumers
D. increase the extendability of a brand
E. all of the above are true
Adoption of which type of innovation requires relatively minor changes in behavior or
changes in behaviors that are unimportant to the consumer?
A. continuous innovation
B. dynamically continuous innovation
C. discontinuous innovation
D. technological innovation
E. nontechnological innovation
_____ refers to the schematic memory of a brand.
A. Brand image
B. Brand equity
C. Brand leverage
D. Brand position
E. Brand benefit
Which of the following is an example of an other-oriented value?
A. problem solving/fatalistic
B. postponed gratification/immediate gratification
C. religious/secular
D. individual/collective
E. risk taking/security
Which type of group includes organizations such as professional associations and
neighborhood associations that involve relatively weak ties and less frequent interaction
among its members?
A. primary group
B. secondary group
C. tertiary group
D. cohort group
E. work group
