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If competing brands are comparable in terms of product features (central cues), then
consistent with the elaboration likelihood model, under high involvement, peripheral
cues like pleasant music will have no influence on brand preferences.
Consumer behavior occurs within four broad categories or types of situations: the
communications situation, the purchase situation, the usage situation, and the social
situation.
A recent study found that the number one reason consumers abandoned their online
shopping carts was due to changing their mind.
The middle-aged single category is only made up of people who have never married
and have no child-rearing responsibilities.
The Depression generation is composed of those individuals born before 1930.
Payments, warranties, delivery dates, and so forth are examples of a purchase's terms
and conditions.
Many upper-upper class consumers exhibit "conspicuous consumption."
Product features, price, communications, distribution, and services together are often
referred to as customer value.
The meaning of time varies between cultures in two major ways: time perspective and
interpretations assigned to specific uses of time.
Psychographics describe a population in terms of its size, structure, and distribution.
While culture heavily influences marketing strategy, culture is not influenced by
marketing strategy.
The three types of decision making are rebuy, limited, and extended.
A consumer's desired state can be influenced by previous decisions.
Which approach to problem recognition examines emotions associated with certain
problems?
A. activity analysis
B. product analysis
C. problem analysis
D. human factors research
E. emotion research
Kim was participating in a group discussion centered on the participants' problems
encountered while taking care of their hair. Which approach to problem identification is
this?
A. activity analysis
B. product analysis
C. problem analysis
D. human factors research
E. emotion research
Which of the following statements is FALSE regarding youth and age?
A. Mature spokespersons would tend to be more successful in Asian cultures because
they have traditionally valued the wisdom that comes with age.
B. Arab countries are becoming increasingly youth oriented.
C. American society is youth oriented.
D. Children in all countries have a significant influence on purchases.
E. China's policy of limiting families to one child has produced a strong focus on the
child.
Which of the following is a motivational state caused by consumer perceptions that a
product, brand, or advertisement is relevant or interesting?
A. involvement
B. need
C. want
D. desire
E. action
An approach to measuring the importance of attitude components that requires
consumers to allocate 100 points among the components such that the distribution of
the points reflects the relative importance of the component is _____.
A. perceptual mapping
B. the Likert scale
C. the semantic differential scale
D. the rank-order scale
E. none of the above
Which subculture of Hispanics tends to have incomes well above the others?
A. Puerto Ricans
B. Mexican Americans
C. Latinos from Central America
D. Cubans
E. a and d
The famous Pepsi challenge had consumers taste two brands of cola without letting
them know the brand name of either. Which type of test is this?
A. surrogate tests
B. generic tests
C. blind tests
D. primary tests
E. perceptual tests
Individualism affects which of the following?
A. incentive systems for salespeople
B. advertising themes
C. product design
D. customer complaining behavior
E. all of the above
Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and
group acceptance?
A. safety
B. self-actualization
C. physiological
D. belongingness
E. esteem
A firm that introduces a new line of non-fat snack food due to increasing consumer
concern with health is _____.
A. activating problem recognition
B. reacting to problem recognition
C. suppressing problem recognition
D. triggering problem recognition
E. none of the above
"Part of a nutritious breakfast," "Each sold separately," and "Batteries not included" are
examples of _____.
A. disclaimers
B. primers
C. warning labels
D. deception
E. corrective advertising
To determine which criteria are used by consumers in a specific product decision, the
marketing researcher can utilize which two methods of measurement?
A. primary and secondary
B. manifest and latent
C. direct and indirect
D. immediate and delayed
E. nominal and interval
Customer complaints communicated directly to the company and no one else are
important because
A. they can alert the firm to problems.
B. enable problems to be solved.
C. neutralize negative WOM.
D. enable dissatisfied customers to be more satisfied.
E. all of the above
Which type of reference group influence occurs when individuals have internalized the
group's values and norms?
A. informational
B. normative
C. identification
D. utilitarian
E. affective
Regulatory focus theory suggests that ____.
A. consumers will react differently depending on which broad set of motives is most
inconspicuous
B. when prevention-focused motives are less salient, consumers seek to avoid negative
outcomes.
C. when promotion-focused motives are less salient, consumers seek to gain positive
outcomes.
D. consumers will react differently depending on which broad set of motives is most
salient.
E. when promotion-focused motives are most salient, consumers are less eager and less
risk-seeking decision makers.
Which of the following is NOT a situation in which consumer behavior occurs?
A. communications situation
B. purchase situation
C. usage situation
D. disposition situation
E. all of the above are situations in which consumer behavior occurs
Leslie was participating in a market research study, and she was asked to list all of the
brands of computer printers that come to her mind. She listed HP, Epson, and Lexmark.
These brands represent Leslie's _____.
A. preferred set
B. evoked set
C. priority set
D. accessible set
E. primary set
Services that aid consumers in their search and decision making on the Internet are
known as _____.
A. bots
B. worms
C. viruses
D. seekers
E. minimizers
Name and describe the two components of memory.
What are the issues regarding pricing practices, and which federal agency regulates
pricing activities?
Think of a major purchase decision you (or your family) have made. Identify from the
decision rules discussed in the text the specific rule you used (or combination of rules),
define that rule, and describe how you used that rule to select the alternative that you
purchased. If you cannot think of a recent major purchase in your life, explain the
decision rule you would use to make a major purchase decision (e.g., purchasing a car,
computer, home, etc.).
Discuss the concerns about the ability of children to comprehend commercial messages.
Explain what is meant by the term "problem recognition."
