Which of the following is true about behavioral influence decision-making perspective?
a. Consumers are rational and they diligently gather information about purchases.
b. Consumers compare various brands of products on salient attributes.
c. Consumers’ behaviors are influenced by environmental forces.
d. Consumers make informed decisions regarding what brand to buy.
e. Consumers’ behaviors are influenced by cognitive decision making.
Which of the following expands upon the behavioral intentions model by including a
perceived control component that assesses the difficulty involved in performing the
behavior and the extent to which the consumer perceives that he or she is in control of
the product selection?
a. Theory of planned action
b. Theory of self-efficacy
c. Balance theory
d. Elaboration likelihood theory
e. Social judgment theory
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. Todd
will remember the day for the rest of his life. He’s going to remember how wonderful
the food was; how special it was when he asked her to marry him; and the look on her
face when she said yes. Todd’s memory of the night he proposed is an example of a(n)
_____ memory.
a. haptic
b. iconic
c. episodic
d. echoic
e. procedural
Wei’s parents are first-generation Chinese immigrants to the United States. Unlike Wei,
her parents never learned English and always preferred products made in China to the
ones made in their adopted country. Wei attributes this to the sense of attachment and
loyalty they have for their native country. Wei’s parents are most likely to have strong
_____.
a. ethnic externalization
b. ethnic identification
c. ethnic polarization
d. ethnic fractionalization
e. ethnic acculturation
PROM NIGHT SCENARIO
Sara had been very excited thinking about her approaching senior prom. She had been
flipping through many fashion journals for “the dress”. She had almost zeroed in on a
gold dress. However, believing it to be too expensive, she did not even bother to check
the price, even though, the advertisement said “affordable elegance”. Finally, she chose
an orange chiffon dress. As she tried the dress on, a sequence of events began to play in
her mindhow Jake, her date, will come to pick her up in a limousine, and will tie a
corsage around her wrist, how her parents will click a picture, and how they will zoom
away to the prom venue and dance the night awayimages that have been playing on her
mind for days now. On the night of the prom, as she was dancing with Jake, she thought
to herself, “Everything is just the way it should be.” She was so happy when she was
dancing the waltz thatthe crowd, the noise, the musiceverything drowned out. When
they finally sat down for dinner, they were served by butlers. These butlers were
efficient, tactful and mannerly, exactly the way Sara and her friends had always
imagined butlers would be like. It was perfect. The night was very special for Sara and
she thought that she will remember it for the rest of her life as one of her happiest
memories.Refer to Prom Night Scenario. Sara was so happy when she was dancing the
waltz thatthe crowd, the noise, the musiceverything drowned out. This indicates that the
noise of the crowd and the music were most likely to be stored in Sara’s _____ memory.
a. sensory
b. short-term
c. workbench
d. long-term
e. procedural
Which of the following is used to depict graphically the positioning of competing
products?
a. Product blueprint
b. Schema
c. Perceptual map
d. Product map
e. Demand curve
Wei lives in Beijing where most consumers value thriftiness and perseverance, and
relationships are gradually established with the intention of making them last for a
lifetime. This is an example of a culture high in _____.
a. masculinity
b. individualism
c. power distance
d. uncertainty avoidance
e. long-term orientation
Which of the following is true about the attitude-behavior relationship?
a. As the length of time between attitude measurement and overt behavior grows, the
predictive ability of attitudinal models increases.
b. The specificity with which attitudes are measured has an impact on accuracy.
c. When consumers feel rushed, decision making is stalled.
d. Strong environmental pressures have no effect on consumers while they perform
intended behaviors.
e. Attitude-behavior models tend to perform very well in impulse-buying situations.
In sociology, a marriage that is comprised of people from similar classes is referred to
as _____.
a. polygamy
b. monogamy
c. exogamy
d. polyandry
e. homogamy
Negative emotions that come from failed search processes are referred to as search
_____.
a. dissonance
b. regret
c. error
d. overload
e. inertia
Harriet just moved into a new neighborhood. She buys a new car and adopts a sense of
fashion that will make her “fit in” with the rest in the neighborhood. The individual
difference variable that Harriet is most likely to score high is _____.
a. need for cognition
b. typical intellectual engagement
c. openness to experience
d. susceptibility to interpersonal influence
e. need for self-actualization
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. Which source characteristic of his boss did Todd
most likely consider when he asked him to suggest a restaurant?
a. Likeability
b. Attractiveness
c. Trustworthiness
d. Specificity
e. Expertise
ATTITUDE SCENARIO
Serena wants to buy a new hair dryer. She surfs the Internet and finally considers
buying either a model from Philips or Braun. She rates them on their price, energy
consumption, and design. Her evaluative ratings (e) for each attribute and her beliefs of
how each brand performs on a given attribute (b) are given below:
Refer to the Attitude Scenario. Based on the attitude-toward-the-object model, what is
Serena’s overall attitude toward Philips Model A?
a. 21
b. 50
c. 54
d. 44
e. 62
When Sylvia completed high school and started applying to various colleges, she kept
Michigan State University at the top of her priority list as her parents wanted her to
attend college there. This scenario illustrates the influence of a(n) _____ on Sylvia’s
choice.
a. focus group
b. tertiary group
c. outgroup
d. primary group
e. secondary group
The management at Saga, a newly opened apparel store specializing in high-end
designer wear for working women, intends to position its store as grand, opulent, and
exclusive. Which of the following, when implemented, is most likely to reflect this
intention to the consumers?
a. Using fast-paced music as the background music in the store
b. Using pop music as the background music in the store
c. Using predominantly red and orange colors in the store’s decor
d. Using signage with large numerals to indicate product price
e. Using predominantly blue in the store’s decor and interiors
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 instantly buys a pair of designer sunglasses that
are on sale as she did not like her old pair and had been thinking of replacing it. Which
of the following motivated Maisie’s purchasing activity?
a. Self-improvement motivation
b. Homeostatic motivation
c. Preventive motivation
d. Utilitarian motivation
e. Physiological motivation
When Lori moved into a new house, the phone company was supposed to provide her a
phone connection in a month’s time. However, a hurricane struck on the day the
serviceman was supposed to hook it up. Lori did not get the connection until after
several months because of the devastation wrecked by the hurricane. Lori was not mad
as she realized that neither did the phone company regulate the weather nor the extent
of the destruction caused by the hurricane. Which of the following elements in the
attribution theory corresponds best with Lori’s realization?
a. Authority
b. Stability
c. Consistency
d. Control
e. Locus
VISITING THE DENTIST SCENARIO
According to a survey conducted by the American Dental Association, almost 25
percent of Americans don”t go to the dentist as they nurture deep-rooted fears.
According to the general public opinion there’s plenty to fearpain, needles, gagging,
feeling of helplessness, invasion of personal space, and being lectured for not brushing,
flossing, or visiting often enough. Of course, avoiding the situation can make matters
even worse when a patient does finally visit the dentist. Some patients, especially older
ones, are reluctant to visit the dentist due to fears based on bad experiences when they
were kids. However, the dental industry has evolved tremendously over the years,
eliminating almost all pain for patients. Many dentists go even further to dispel patients’
fears, offering sedation, painkillers, entertainment, atmospherics, and spa services
during a patient’s visit. While sedation and painkillers have been offered for years,
several others are trying newer alternatives to enhance the dental experience for their
patients. For example, some dentists offer entertainment options such as TVs,
headphones with soothing music, or goggles for watching 3-D movies. Spa services
include warm neck rolls and hand and foot massages all in a Zen-like environment
complete with soothing waterfalls and candles. The most common technique, though, is
simply to provide “service with a smile”, which goes a long way in making patients
comfortable. The hope is that these efforts will minimize patients’ anxiety by creating a
positive atmosphere that will result in the recommended twice-a-year visits. Refer to
Visiting the Dentist Scenario. Providing “service with a smile” helps minimize patients’
anxiety about the experience as patients generally respond in the same manner. Which
of the following describes this phenomenon?
a. Equity appraisal
b. Agency appraisal
c. The emotional contagion effect
d. The product contamination effect
e. Nostalgia
The social class into which a consumer works his/her way into is referred to as his/her
_____ status.
a. achieved
b. ideal
c. ascribed
d. desired
e. aspired
VISITING THE DENTIST SCENARIO
According to a survey conducted by the American Dental Association, almost 25
percent of Americans don”t go to the dentist as they nurture deep-rooted fears.
According to the general public opinion there’s plenty to fearpain, needles, gagging,
feeling of helplessness, invasion of personal space, and being lectured for not brushing,
flossing, or visiting often enough. Of course, avoiding the situation can make matters
even worse when a patient does finally visit the dentist. Some patients, especially older
ones, are reluctant to visit the dentist due to fears based on bad experiences when they
were kids. However, the dental industry has evolved tremendously over the years,
eliminating almost all pain for patients. Many dentists go even further to dispel patients’
fears, offering sedation, painkillers, entertainment, atmospherics, and spa services
during a patient’s visit. While sedation and painkillers have been offered for years,
several others are trying newer alternatives to enhance the dental experience for their
patients. For example, some dentists offer entertainment options such as TVs,
headphones with soothing music, or goggles for watching 3-D movies. Spa services
include warm neck rolls and hand and foot massages all in a Zen-like environment
complete with soothing waterfalls and candles. The most common technique, though, is
simply to provide “service with a smile”, which goes a long way in making patients
comfortable. The hope is that these efforts will minimize patients’ anxiety by creating a
positive atmosphere that will result in the recommended twice-a-year visits. Refer to
Visiting the Dentist Scenario. Most patients go to the dentist because they want to
maintain dental hygiene. This is an example of consumer behavior driven by _____
motivation.
a. hedonic
b. utilitarian
c. promotional
d. self-actualization
e. adaptive
According to the five-factor model (FFM) approach, which of the following most aptly
describes a conscientious consumer?
a. Talkative
b. Outgoing
c. Creative
d. Sympathetic
e. Organized
According to Theodore Levitt, marketing researchers should ideally focus on _____
when promoting a product.
a. the physical parts of the product
b. the features of the product
c. the benefits arising from the product
d. the profits from the sale of the product
e. the inputs required to manufacture the product
LANDSCAPING SCENARIO
Petals and Palettes is a firm that provides landscaping services. Mr. Edward Roth, the
chief agriculturist of the firm, in an interview to a home and garden magazine, talks
about how landscaping can be a tightrope walk. “Our prices vary vastly according to
what our clients want. A major haul may cost anything between $300,000 or more for
an area spanning a 100 sq.ft. We try and give our clients their money’s worth.” Mr. Roth
explains further, “However, we cannot rule out times when our opinion differs with the
client’s opinion of “worth”. We had a client who wanted his garden to have a “bit of an
air of sophistication without major change.” I suggested switching to a finer, more
delicate grass. However, when it was done he complained that “the grass was still
green” and that he cannot see any “refinement.” So, it’s important to know exactly what
the client wants and get to the specifics of it in detail.” Such stories should not
discourage interested entrepreneurs from foraying into landscaping. “Another client
asked for something novel and a little different. So, we installed only colored leaves.
The idea of a garden with no flowers required a little getting used to for him but he was
pleased with the aesthetics.” The work gives you an opportunity to brighten people’s
lives. “Once, a mother came with the request for a “fairy tale garden” for her daughters.
So, we had water bodies with lilies, lotuses and mermaids; bronze statues of different
characters from famous fairy tales. The mother beamed, “It’s as it should be.” A word of
caution, however, its not just happy endings all the way in the land of landscaping. “We
gave a full refund to a client who wanted us to recreate his childhood. We created a
green and lush environment with swings on trees, but unfortunately, he grew up in an
arid country with sparse vegetation. So, what we gave him “never gave him a feeling of
his childhood” as it was very different from where he grew up.” Refer to Landscaping
Scenario. When a client and Petals and Palettes have different interpretations about
whether the service is “worth” the client’s money, it is an example of a difference in
_____.
a. perception
b. motivation
c. determination
d. alienation
e. distortion
Automobiles and refrigerators are examples of _____ goods.
a. durable
b. nondurable
c. perishable
d. recyclable
e. degradable
Tom strongly believes that raising tax rates for the rich is the only way to steer the
economy out of a recession because it is likely to generate greater tax revenue for the
government. Even when his friend Sam pointed at factual information illustrating that
the government indeed receives greater tax revenues when tax rates are uniformly low
for all Americans, Tom refused to accept Sam’s input and change his attitude.
Interestingly, the input provided by Sam further strengthened Tom’s initial attitude. In
this instance, _____ can be said to have occurred.
a. assimilation
b. attitude tracking
c. a recency effect
d. a contrast effect
e. a change in belief
A perceived favorable result that is derived from the presence of a particular feature is
known as a(n) _____.
a. attribute
b. benefit
c. criterion
d. goal
e. function
The reliance on schema-based heuristics in making decisions is known as cognitive
_____.
a. dissonance
b. distortion
c. structuring
d. divergence
e. imaging
Deep personal interest that evokes strongly felt feelings associated with some object or
activity is known as _____ involvement.
a. situational
b. emotional
c. associative
d. momentary
e. shopping
Which theory proposes that much of consumer behavior can be explained by the match
between a consumer’s self-concept and the image of typical users of a product?
a. Self-congruency theory
b. Self-determination theory
c. Self-verification theory
d. Self-perception theory
e. Self-discrepancy theory
Which of the following is an example of a durable good?
a. An air conditioner
b. A bottle of water
c. A facial cream
d. A toilet paper roll
e. A bottle of perfume
A popular hotel in New Jersey has a culture that requires all employees to focus on
creating value for guests. One way this is implemented is by giving the front desk
employees the authority to rectify a problem presented by a guest without requesting for
approval from managers. Which type of orientation does his company embrace?
a. Customer orientation
b. Profit orientation
c. Production orientation
d. Sales orientation
e. Technical orientation
When consumers believe that they will get 50 percent off on the purchase of a second
item of equal or lesser value after reading an advertisement for a clothing store, _____
of the marketing message has occurred.
a. sensitization
b. distinction
c. habituation
d. rumination
e. comprehension
Which of the following instances refers to experiential hierarchy?
a. Aaron wants to purchase a new car for his family. Since he wouldn”t be the only one
driving it, he involves his family in the purchase decision. They discuss different
brands, product features, maintenance issues, mileage, and so on. Finally, they decide
on one particular model and Aaron places an order for that car.
b. Eva is spending her weekend in New York City with her friends. They decide to
explore the city and window-shop at some exclusive designer outlets. Even though Eva
had no intentions to shop, she sees a beautiful designer bag on sale and instantly buys it
as she finds it extremely hard to resist.
c. Kylie has been asked by her mother to go buy groceries for the week. Kylie visits the
supermarket and picks up the same items that her mother normally purchases.
d. Jack is the owner of a cafe in Texas. His cafe has the ambience of the Wild West with
pictures of horses and cowboys on the walls. The waiters are also dressed in cowboy
outfits. Jack feels that people love hanging out in his cafe as they enjoy the unique
ambience and service.
e. Brian is the owner of an Italian restaurant in Ohio. His restaurant plays soft, soothing
music in the background as he feels that such music makes people feel relaxed and
order more drinks.
Brand personality refers to human characteristics that can be associated with a brand.
Consumers who are very sensitive to the negative role of price tend to be very bargain
conscious.
A consumer who wants to buy only a black-colored handbag regardless of the brand is
employing a compensatory rule.
Compared to a magistrate, a jury tends to be less sympathetic and is much less likely to
award substantive punitive as well as compensatory damages.
Consumer search behavior refers to the behaviors that consumers engage in as they seek
information that can be used to satisfy needs.
Consumers who perceive other consumers or employees surrounding them as either
happy or sad may experience a corresponding change in actual happiness or sadness
themselves.
Consumers with a weak economic orientation display lower customer share with all
competitors instead choosing to shop in the place with the current best offer.
Selective attention involves paying attention to only certain stimuli.
State-oriented consumers are affected less by emotions generated by a retail atmosphere
than are action-oriented consumers.
For experiential types of services, utilitarian value is more strongly related to customer
share than is hedonic value.
Branded products placed conspicuously in movies or television shows can result in
implicit memory formation.
To be effective, the conditioned stimuli should be presented before the unconditioned
stimuli, and the pairing of the two should be done consistently and with repetition.
In the attitude-toward-the-object (ATO) model, the belief ratings (b) do not vary across
the brands under consideration, while the evaluation ratings do.
Research has indicated that when expectations are held with a strong degree of
confidence, both disconfirmation and performance perceptions affect satisfaction.
With negligence liability, consumers can win a legal action against a firm if they can
demonstrate in court that an injury occurred and that the product associated with the
injury was faulty in some way.
The motivation of the group members to perform the desired behavior is overtly strong
even if the reward for it isn”t valued by the group members.
Equitable expectations are expectations of what a consumer thinks should happen given
past experiences with a product or service.
While consumer behavior refers to human thought and action, it is not considered a
field of study.
Consumers from high-uncertainty-avoidance cultures demand greater amounts of
product information and explanation.
Judgments are mental assessments of the presence of attributes and the benefits
associated with those attributes.