Carl and Sarah, newlyweds, are considering the purchase of their first house. They are
very involved with this purchase decision, particularly because they will be spending
their entire savings on this purchase. They have been searching for information on the
Internet and asking for opinions from friends and family. Which of the following
decision-making approaches are they most likely employing?
a. Experiential decision making
b. Habitual decision making
c. Routine decision making
d. Extended decision making
e. Limited decision making
Which of the following is an example of behavioral influence perspective?
a. Marcie goes window-shopping with her friends and buys a designer gown that is on
display at a store.
b. Kate needs to buy a wedding gown. She surfs the Internet and visits all the boutiques
in Florida to compare prices and quality.
c. Mandy loves skiing and she has signed herself up for an expensive ski training in
Switzerland.
d. Tamara plans to spend an entire weekend relaxing at her favorite spa.
e. Leon wants to buy a new automobile. He visits a few dealerships and test-drives quite
a few automobiles. He compares prices and features of the various models before
selecting one.
Which type of shopping is characterized by activities oriented toward a specific,
intended purchase or purchases?
a. Experiential shopping
b. Epistemic shopping
c. Adaptive shopping
d. Acquisitional shopping
e. Impulsive shopping
Which discipline has contributed to consumer behavior research by allowing
researchers to interpret the relationships between consumers and the things they
purchase, the products they own, and the activities in which they participate?
a. Economics
b. Sociology
c. Anthropology
d. Cognitive psychology
e. Operations management
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, unlike Joe and Philip, practices _____ as he
thinks that high levels of materialism can adversely affect his debt levels and personal
relationships.
a. eliminative materialism
b. downshifting
c. reductionism
d. subjective idealism
e. functionalism
The first step in the basic consumption process is _____.
a. cost and benefit analysis
b. purchase decision
c. value assessment
d. want specification
e. need realization
The memory for past events in one’s life is known as the _____.
a. procedural memory
b. episodic memory
c. semantic memory
d. implicit memory
e. sensory memory
Teenagers around the world are more similar to each other than to people from other
generations in the same culture. This is an example of a(n) _____ microculture.
a. regional
b. age-based
c. sex-role based
d. generational
e. street
Which of the following is used to understand the attributes that guide preferences by
having consumers compare products across levels of evaluative criteria and the
expected utility associated with the alternatives?
a. Cluster analysis
b. Conjoint analysis
c. Regression analysis
d. Factor analysis
e. Time series analysis
Traditional advertisements for cookware have always focused on appealing to women
consumers. Such advertisements make use of consumer differences arising out of
microcultures based on different _____.
a. sex roles
b. religions
c. regions
d. ethnicities
e. generations
VALENTINE”S DAY SCENARIO
Todd decides to propose marriage to his girlfriend on Valentine’s Day. He wants this to
be a very special day, so he decided to take her to a fancy restaurant. He is not sure
about the choice of restaurant, and so he asks his boss, who often patronizes fancy
restaurants, for suggestions. Though Todd doesn”t have much experience in fine
restaurants, he knows what to expect: he will give his car to the valet, be seated by the
hostess, be given menus and a wine list, order, eat, pay the bill, and retrieve his car from
the valet. On the big day, he goes to his girlfriend’s apartment with a dozen roses in his
hand and the ring in his pocket. He likes the restaurant his boss suggested, and thinks
the food is really good, but finds the choice of background music odd. In his opinion, a
fancy restaurant shouldn”t be playing pop music. However, the rest of the night goes
according to plan. He will always remember how beautiful his girlfriend looks and how
happy they are when she accepts his proposal. Refer to Valentine’s Day Scenario. The
pop music Todd was exposed to while he was in the restaurant is most likely to be
stored in his _____ memory.
a. echoic
b. iconic
c. episodic
d. procedural
e. haptic
A drive to acquire products that consumers can use to accomplish things is known as
_____ motivation.
a. utilitarian
b. preventive
c. self-improvement
d. promotional
e. accommodative
Which of the following statements is true about the technologies used by consumers to
search for product or service-related information?
a. QR codes are customer identification numbers through which consumers can make
online transactions or purchases.
b. GPS-based technologies allow consumers to quickly address specific needs that they
have while they are traveling.
c. QR codes are generally not preferred by consumers as they are very time-consuming.
d. Visual search refers to a consumer searching for a particular product over the
Internet.
e. Internal search allows consumers to simply take a photo of an object or scan it into
their screen and quickly receive information about it.
_____ represents the extent to which a message is internally consistent and fits
surrounding information.
a. Message congruity
b. Message visibility
c. Message attractiveness
d. Message complexity
e. Message acceptability
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 gets her mother a pair of exquisite pearl drop
earrings. She feels anxious because they are very expensive and hopes that her mother
will love them. This is an example of _____ appraisal.
a. anticipation
b. outcome
c. agency
d. equity
e. retrospective
Americans born between 1946 and 1964, during a time in the United States that was
marked by optimism and relative economic security, belong to the _____.
a. greatest generation
b. silent generation
c. Baby Boomers
d. Millennials
e. Generation X
Which of the following criteria is associated with emotional, symbolic, and subjective
attributes or benefits that are associated with an alternative?
a. Discriminant criteria
b. Rational criteria
c. Hedonic criteria
d. Cognitive criteria
e. Utilitarian criteria
According to which of the following theories specific types of thoughts can serve as a
basis for specific emotions?
a. Cognitive appraisal theory
b. Regulatory focus theory
c. Goal-setting theory
d. The social learning theory
e. The cognitive-affective theory
Janice often accompanies her friends’ on shopping trips. On such occasions, Janice ends
up buying more than her friends. She can hardly resist the temptation of buying the
products on sale and ends up spending a lot more than she planned to. According to this
information, Janice is a(n) _____ consumer.
a. action-oriented
b. state-oriented
c. time-oriented
d. mood-oriented
e. object-oriented
A group of people who have lived the same major experiences in their life with the
experiences shaping their core values is referred to as a(n) _____.
a. cohort
b. series
c. tribe
d. legion
e. order
Whichof the following orientsconsumers toward the pursuit of their aspirations
orideals?
a. Homeostatic focus
b. Assimilation focus
c. Utilitarian focus
d. Promotion focus
e. Prevention focus
Almost every language is spoken slightly differently from place to place. These
variations in how languages are spoken are referred to as _____.
a. dialects
b. accents
c. slangs
d. jargons
e. lexicons
Explain the concept of advertiming. Describe the best time to advertise the following
products:
(a) swimming pool
(b) beer
(c) nasal spray
(d) cereal
(e) school supply
_____ has roots in anthropology and involves analyzing the artifacts associated with
consumption.
a. Factor analysis
b. Phenomenology
c. Ethnography
d. Action research
e. Epidemiology
WEEKEND SHOPPING SCENARIO
The Smiths do their groceries every weekend. These are elaborately planned with Mrs.
Smith making a list of requirements for the entire family over the week. She never
forgets to replenish their stock of Caribbean coffee as her husband, a writer, generally
feels groggy and sleepy after lunch in the afternoon. The coffee keeps him awake at
such times. Fruits are a “must-buy” for the family. Everyone including their three
children loves apples. However, Mrs. Smith refrains from buying apples when they are
not in season as they tend to be more expensive. This weekend, she bought a new brand
of pasta that her children insisted on buying as they were tempted by its commercial
that comes on TV everyday at dinnertime. She also bought a packet of cocoa powder
even though it was not on the list. She realized she needed it as she was attending
chocolate-making classes. She has a weakness for milk chocolates and cannot resist the
temptation to buy them. The Smiths don”t have a strict budget for these shopping trips.
More often than not, Mrs. Smith relies on her memory to keep a tab on their
expenditure. What matters most to them is that everyone in the family should get what
they want. Refer to Weekend Shopping Scenario. Mrs. Smith bought a pound of cocoa
powder even though it was not on the list. However, she realized she needed it when
she saw them on display. This activity of purchasing an item that was not in the list is
an example of _____ shopping.
a. epistemic
b. impulsive
c. compulsive
d. decisive
e. unplanned
Pearl Beauty Inc., a leading cosmetics firm, wants to introduce its new anti-aging cream
in the market. Since its target audience comprises mostly of women in their mid-30s,
Pearl Beauty decided to feature a well-known model in the advertisement who is also in
her mid-30s. According to the _____, using a model who is in her mid-30s is likely to
be far more effective than using someone much younger in the advertisement.
a. congruency hypothesis
b. elaboration likelihood model
c. matchup hypothesis
d. resonance hypothesis
e. primacy effect
Product _____ refers to the way a product is perceived by a consumer.
a. differentiation
b. augmentation
c. positioning
d. segmentation
e. perception
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. How would Meg’s complaint benefit the
salon?
a. Meg’s complaint will be a valuable source of information for the salon.
b. Meg’s complaint decreases the chances of her spreading negative WOM.
c. Meg’s complaint can help the shop owner reduce Meg’s switching costs.
d. Meg’s complaint decreases the likelihood of her returning to the same salon.
e. Meg’s complaint increases the salon owner’s chances of being able to deny
responsibility for the infection.
The pressure an individual feels to behave in accordance with group expectations is
known as _____ pressure.
a. intrinsic
b. persuasive
c. consensual
d. nominal
e. peer
The Federal Food and Drug Act of 1906:
a. prohibits misleading practices associated with food and drug marketing.
b. establishes that marketers must present proper packaging and content information
about products.
c. protects public health by giving the Food and Drug Administration certain authority
to regulate the tobacco industry.
d. aims at ensuring the safety of U.S. food supply.
e. aims at establishing sanitary conditions for all food products.
A researcher conducts a survey in the United States and Brazil. She wants to publish the
survey findings in each country’s native language. She hires a bilingual Brazilian to
translate the findings into English and gets another person to translate it back to the
native language. This technique known as back translation is done to ensure that _____
equivalence exists between the publications of the findings in two different languages.
a. translational
b. transitory
c. scalar
d. dialectic
e. translocational
According to the Customer Relationship Management (CRM) orientation:
a. each customer represents just a single sale rather than a potential stream of resources.
b. customers who switch providers each time they make a purchase tend to be more
profitable than loyal customers due to their wide range of purchases.
c. the most profitable customers are those who search for information about a product
online and then buy it in a brick-and-mortar store.
d. customers form relationships with companies as opposed to companies conducting
individual transactions with customers.
e. a strong, or high-quality, relationship is typified by a consumer who buys different
brands of a product each time a need for that product arises.
Perceptions of justice are included within the equity cognitions.
Consumer dissatisfaction can be defined as a mild, negative affective reaction resulting
from an unfavorable appraisal of a consumption outcome.
Nondurable goods are consumed over a long duration.
Congruity refers to how consistent the elements of an environment are with each other.
Briefly describe any five important traits found in consumer research that influence
consumer behavior.
Emotions influence consumer behavior only after the consumption of a product or
service.
Product differentiation is a marketplace condition in which consumers do not view all
competing products as identical to one another.
Consumers prefer objects that are consistent with the golden section.
Consumers tend to comprehend and remember more from an ad that is presented with
congruent material surrounding it.
Cognition refers to the mental processes that go on as we process and store things that
can become knowledge.
Define brand personality and explain its significance.
A schema is a type of associative network that works as a cognitive representation of a
phenomenon that provides meaning to that entity.
The Society for Astronauts, a club with strict membership guidelines and official
initiation ceremony, is an example of an informal group.
The traditional household life cycle segments families into groups based on the number
of dependent children and their consumption capacities.
Low-power-distance nations tend to be less egalitarian.
Online reviews influence the opinions for relatively established brands much more than
they do for unfamiliar brands.
Target marketing is the separation of a market into groups based on the different
demand curves associated with each group.
Consumers from collectivist nations define relationships in terms of the ties between a
brand or service provider and a family or relevant group of consumers.
Search tends to decrease as a consumer’s level of education and income increases.
Define switching behavior. Discuss the three categories of switching costs. Discuss
which one(s) would be the most significant if you changed your cellphone or other type
of service provider.