According to the social judgment theory, in which of the following instances does
assimilation occur?
a. When the consumer is not involved with the message
b. When an incoming message is perceived as falling within the latitude of rejection
c. When material presented early in a message is most influential
d. When material presented later in the message has the most impact
e. When an incoming message falls within the latitude of acceptance
The amount of information available for a consumer to process within a given
environment is known as information _____.
a. assurance
b. bias
c. retrieval
d. intensity
e. hoarding
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. Meg refused to go back to the salon and complain.
However, if Meg were to go back, create a scene, and scream about what happened to
her; Meg will be engaging in _____ revenge.
a. procedural
b. restorative
c. distributive
d. retaliatory
e. rancorous
Starz Inc., a beverage manufacturer, conducts regular quality checks to ensure the
efficiency of its manufacturing processes. These quality checks focus on minimizing
environmental impact as well as the optimal and sustainable utilization of natural
resources. Which of the following is being employed by Starz Inc. to fulfill its corporate
social responsibility?
a. Greenwashing
b. Altruistic duties
c. Rational duties
d. Strategic initiatives
e. Partnership initiatives
_____ takes place when consumers pass on negative information about a company from
one to another.
a. Negative disconfirmation
b. Negative referencing
c. Negative word-of-mouth
d. Negative association
e. Negative attribution
_____ involves learning through observation and the active processing of information
about lived, everyday experience.
a. Adaptation
b. Modification
c. Externalization
d. Socialization
e. Acclimatization
LOUIS VUITTON SCENARIO
Carla purchased a Louis Vuitton Fantaisie handbag for $1,430 when she was in New
York City last weekend. She had always fancied this brand but had never purchased
anything of this brand before. In fact, many of her friends purchased counterfeit Louis
Vuitton handbags, wallets, and scarves. But Carla was very particular about using only
genuine goods. While the counterfeit products looked just as good as the real brand,
they weren”t of the same quality as the legitimate branded products. When she visited
the store to purchase the bag, she was very skeptical about spending so much money for
a handbag, but the sales lady was so kind and explained the benefits of the brand to her
and made her feel very welcome in the store. She explained that consumers could only
purchase true Louis Vuitton products at Louis Vuitton stores or from its website. She
also explained that if she ever encountered a problem with her handbag, she could
return it to the store for repair or a replacement. All things considered, Carla’s
experience at the store and her purchase far exceeded anything she had expected. Her
initial feeling of skepticalness on splurging on a handbag gave way to a feeling of
satisfaction and pride. This feeling was further strengthened when her friend who
bought a counterfeit Louis Vuitton handbag for a few hundred dollars expressed dismay
over her own purchase decision after she saw Carla’s authentic Louis Vuitton bag with a
superior finish.
Refer to Louis Vuitton Scenario. Carla’s experience at the store and her purchase far
exceeded anything she had expected. According to the expectancy/disconfirmation
theory of satisfaction, which of the following is most likely to have occurred?
a. Negative disconfirmation
b. Positive disconfirmation
c. Dissatisfaction
d. Confirmation
e. Neutral disconfirmation
Which of the following is a fundamental emotion evoked by positive, anticipatory
appraisals which signal uncertainty about a positive outcome?
a. Curiosity
b. Desire
c. Hope
d. Anxiety
e. Surprise
Which of the following is true of the attitude-toward-the-object approach?
a. Changing evaluations of an attribute is usually easier than changing the strength of a
belief regarding that attribute.
b. Changing belief involves convincing consumers that an attribute is not as positive or
negative as they may think.
c. New beliefs are always tied to new attributes.
d. Adding beliefs about new attributes may require a physical change to the product
itself.
e. When a valued attribute that was not previously considered is added, the overall
attitude toward the complex may be adversely affected.
RESTAURANT RESEARCH SCENARIO
Insight Research, a marketing research company, has been hired by a national chain of
family restaurants to help them better understand their customers and their preferences.
The restaurant chain has several competitors competing for the same customer
segments and has experienced sales declines in the past few years. Researchers go
“under cover” and pretend to be customers so that they will fit in while they observe the
interactions between customers and the wait staff. Subsequently, they write a report of
their interpretations of what they experienced personally while pretending to be a
customer. They also add in details of what they saw regarding interactions of other
customers with each other and with the employees of the restaurant. Some conclusions
drawn were that the employees were not especially attentive to the customers and that
customers were overheard saying they didn”t intend to return. Some researchers also
noted that the food was not very good and they saw several customers return
orders. Refer to Restaurant Research Scenario. Which of the following demographic
trends would result in the restaurant experiencing an increase in sales?
a. Rise in households with stay-at-home moms
b. Rise in households with two primary income providers
c. Decreasing birth rates
d. Increasing unemployment rate
e. Advances in technology
Kyra is a chain of retail stores targeted toward working women. It offers trendy clothing
and housewares. The stores are designed differently from others to provide the
perception that they are hip and unique, just like their target shoppers. The goal is to
create an emotionally rewarding environment in an attempt to produce high hedonic
shopping value. This is an example of a positioning based on the _____ quality.
a. adaptive
b. affective
c. experiential
d. epistemic
e. functional
Which of the following terms refers to the way a company goes about creating value for
its customers?
a. Schema
b. Marketing strategy
c. Social inclusion
d. Blueprint
e. Focus
Which of the following approaches to personality focuses on distinguishable consumer
characteristics that describe one’s tendency to act in a relatively consistent manner?
a. Trait approach
b. Motivational approach
c. Psychoanalytic approach
d. Utilitarian approach
e. Hedonic approach
Edward, who is planning to get himself a pre-owned car, did not visit any dealerships as
he expects a good deal from his friend who sells pre-owned cars. Edward’s expectation
is an example of a(n) _____ expectation.
a. relative
b. predictive
c. ideal
d. equitable
e. normative
All things equal, _____ is the weakest form of learning.
a. chunking
b. repetition
c. dual coding
d. tracing
e. tagging
Roger is an ardent supporter of the Chelsea Football Club. He always wears the team’s
apparel for Premier League matches in order to fit in and connect with other fans of the
famous soccer club. This is an example of the _____ function of attitudes.
a. knowledge
b. utilitarian
c. ego-defensive
d. bilateral
e. value-expressive
Most consumers set out to specifically learn information about cars before making a
purchase. Many search the Internet and visit dealerships before finalizing the purchase.
Which of the following types of learning does this represent?
a. Intentional learning
b. Formal learning
c. Episodic learning
d. Avoidance learning
e. Associative learning
_____ measures assess a consumer’s satisfaction with various components of a product,
service, or experience.
a. Attribute-specific
b. Disconfirmation
c. Confirmation
d. Subordinate
e. Direct, global
Most consumers in the United States have a schema representing a wedding that has the
bride coming down the aisle with her father, who gives her to the groom. After the
ceremony, the groom kisses the bride. This schema is an example of a(n) _____.
a. script
b. sample
c. exemplar
d. stereotype
e. archetype
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. This being Janice’s wedding, she should ideally be the one taking decisions,
but her sister stole the mantle of being the main decision-maker from Janice, on account
of her professional competence as a wedding planner. Which of the following types of
social power does Janice’s sister exercise over Janice with regard to the wedding plans?
a. Referent power
b. Expert power
c. Coercive power
d. Reward power
e. Legitimate power
Which of the following is a natural reflex that occurs as a response to a threat from the
environment and represents a protective behavior?
a. Galant reflex
b. Plantar reflex
c. Orientation reflex
d. Masseter reflex
e. Rooting reflex
Which of the following is true about the two basic types of values?
a. Utilitarian value is an end in and of itself rather than a means to an end.
b. Hedonic value is very emotional and subjective in nature.
c. Utilitarian value is the immediate gratification that comes from experiencing some
activity.
d. Utilitarian value is immediate whereas hedonic value is delayed.
e. Hedonic value is provided by an activity because the activity allows something good
to happen or be accomplished.
Which of the following includes alternatives in the awareness set to which consumers
are indifferent?
a. Active set
b. Inept set
c. Inert set
d. Consideration set
e. Dormant set
Henry’s 80-year-old grandfather, Tim, has a passion for technology. He can operate
Henry’s new iPhone with ease. This leaves his grandson completely astounded as Tim
grew up in the country with no exposure to technology. Moreover, he has had no formal
education. Which of the following message receiver characteristics is most likely to
explain Tim’s comprehension of the new iPhone?
a. Level of dissonance
b. Level of familiarity
c. Level of expectation
d. Level of involvement
e. Level of congruity
Which of the following refers to a function of attitudes that allows consumers to
simplify their decision-making processes?
a. Utilitarian function
b. Ego-defensive function
c. Knowledge function
d. Bilateral function
e. Value-expressive function
The focal motivation for consumer misbehavior is _____.
a. value
b. belief
c. trust
d. esteem
e. ethic
When Harry bought a phone, he chose the one recommended by the retailer even
though he had his apprehensions regarding the performance of that particular phone.
After he used it for a week, he got to know from various sources that the Bluetooth
connectivity on the particular brand of phone he bought was flawed. Harry decided to
return his phone even though his friends told him that its battery life was far superior to
other brands. Which of the following is most likely responsible for Harry’s decision to
return his phone?
a. Confirmatory bias
b. Backfire effect
c. Cognitive inertia
d. Cognitive dissonance
e. Bandwagon effect
Belief of what will happen in a future situation is known as _____.
a. accommodation
b. rumination
c. sensitization
d. expectation
e. habituation
Some consumer researchers focus on one specific trait, such as conscientiousness, that
exists across a number of consumers, to predict the adoption rate of new products. This
is an application of which of the following approaches to studying consumer traits?
a. Idiographic perspective
b. Nomothetic perspective
c. Nominal perspective
d. Cognitive perspective
e. Ethical perspective
Holly wants to have an extravagant wedding on an exotic, tropical island. She dreams
that the weather will be perfect and that all her friends and family will have the most
memorable time of their lives. This describes Holly’s _____ expectations with regard to
this event.
a. predictive
b. normative
c. ideal
d. equitable
e. relative
IKEA is a large retail store that offers an endless list of products. Every time Richard
goes to IKEA, he makes a note of the things he needs and avoids wasting time
exploring the other products on display at the store. Which of the following processes is
exemplified by Richard’s act of filtering out products he does not need?
a. Selective attention
b. Selective precipitation
c. Selective abstraction
d. Selective filtration
e. Selective distortion
Consumer decisions can seldom be analyzed from a combination of decision-making
perspectives.
Attitude-behavior models tend to perform very well in impulse-buying situations.
The more involved a consumer is with a message, the lesser will be the capacity of his
workbench memory.
Cognitive dissonance refers to lingering doubts about a decision that has already been
made.
Attribution theory explains why groups of people replace one set of acceptable norms
with another set that others view as unacceptable.
Distinguish consumer misbehavior from consumer problem behavior with examples.
If consumers do not tag information in a meaningful way, the encoding process results
in errors.
Switching in a consumer behavior context refers to the times when a consumer chooses
a competing choice, rather than the previously purchased choice, on the next purchase
occasion.
Touchpoints are the physical parts of a product.
What is a third party endorsement? What are its two types?
The door-in-the-face technique is based on the self-perception theory, which proposes
that consumers use perceptions of their own actions when forming attitudes.
With low involvement, high expectations will be associated directly with increased
dissatisfaction, and low expectations will be associated directly with increased
satisfaction.
List out some possible postconsumption reactions.
International advertisements that make use of globish slogans place a premium on the
correct use of grammar.
Customer share represents a behavioral component that is indicative of customer
loyalty.
Consumers who spread negative WOM without complaining to the company itself are
particularly likely not to ever do business with that company again.
The process of bringing some stimulus within the proximity of a consumer so that it can
be sensed by one of the five human senses is called attention.
Utilitarian influence of groups is limited to the younger age group or demographic
profile.
Product differentiation becomes the basis for product positioning.