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. Carla’s 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. This
feeling of dismay is an example of _____.
a. buyer’s remorse
b. buyer’s guilt
c. search regret
d. cognitive inertia
e. cognitive dissonance
Which of the following theories proposes that consumers cognitively compare their
own level of inputs and outcomes to those of another party in an exchange?
a. Attribution theory
b. Expectancy/disconfirmation theory
c. Equity theory
d. Balance theory
e. Self-perception theory
Which of the following elements in the attribution theory refers to the likelihood that an
event will occur again in the future?
a. Locus
b. Stability
c. Control
d. Disposition
e. Authority
When Sam’s friends decided to celebrate his birthday at Grace’s Steaks, a popular
steakhouse, Sam was uncertain as he had his reservations against the quality of meat
served there. On the day of the party, though everyone enjoyed dinner, Sam still
harbored his misgivings about the place. Which of the following theories best explains
Sam’s postconsumption evaluation of Grace’s Steaks?
a. Attribution theory
b. Equity theory
c. Self-perception theory
d. Theory X and Theory Y
e. Hierarchy of needs theory
John will never purchase Sunshine Cereals because of a previous bad experience he has
had with the brand. For John, Sunshine Cereals corresponds to a(n) _____ set of
alternatives within his awareness set.
a. inert
b. indifferent
c. passive
d. dormant
e. inept
Which of the following best describes chronic, repetitive purchasing behaviors that are
in response to negative events or feelings?
a. Compulsive shopping
b. Compulsive buying
c. Addictive shopping
d. Addictive buying
e. Impulsive shopping
Refer to Fine Dining Scenario. Sara had come across many good reviews on Raffin, and
she was eagerly looking forward to the dining experience there. However, she was less
than pleased with their services and therefore did not enjoy dining at the restaurant.
Which of the following is most likely to have occurred?
a. Confirmation
b. Positive disconfirmation
c. Neutral disconfirmation
d. Negative disconfirmation
e. Satisfaction
Florence often thinks of the past when her children were young. She remembers all the
good times they had and how much they depended on her. She yearns for those times
thinking that it was more pleasant than her life is now. Florence is experiencing _____.
a. cognitive dissonance
b. mood-appropriate affect
c. nostalgia
d. mood-congruent recall
e. emotional flow
A group of students from different parts of the country started elementary school
together. They graduated high school at a time when higher education costs made it
very difficult for parents to finance college education. Most of them took loans to
complete college. This experience made them financially responsible and they started
saving up early in life. This collective group of individuals can best be described as
belonging to the same _____.
a. tribe
b. cohort
c. legion
d. series
e. order
Until 1984, American consumers had only one choice for telephone service”Ma Bell.”
However, today consumers have many choices for “data” services. Consumers can
choose AT&T, Verizon, CenturyLink or relay on Internet service providers like Skype.
This increase in the number of service providers indicates an increase in _____.
a. competitive intensity
b. consumer inertia
c. market associability
d. consumer disconfirmation
e. selective density
Natalie and her friends enjoy visiting upscale stores together even if they do not
purchase anything. For them, the experience of shopping is an end in itself, not just a
means to an end. While shopping, which of the following types of values do Natalie and
her friends experience?
a. Utilitarian value
b. Pleasure-seeking value
c. Hedonic value
d. Experiential value
e. Augmented value
Consumers with very high involvement in some product category are referred to as
_____.
a. product enthusiasts
b. market mavens
c. product endorsers
d. product moderators
e. market movers
In Dave’s home country, most restaurants and public places have separate seating
arrangements to segregate customers based on to their “status and position” in society.
According to the CSV dimension, this is an example of a nation high in _____.
a. individualism
b. masculinity
c. power distance
d. uncertainty avoidance
e. long-term orientation
Which of the following is true about social judgment theory?
a. When an incoming message falls within the latitude of acceptance, contrast effect
occurs.
b. When the original attitude is weak, the latitude of rejection is large.
c. When an incoming message falls within the latitude of acceptance, the attitude of the
consumer is likely to change in the direction opposite to the message.
d. When a message is perceived as being opposed to the original attitude position, it
will fall within the latitude of rejection.
e. When an incoming message falls within the latitude of rejection, assimilation occurs.
In which of the following situations is there an indirect contact between a firm and a
customer?
a. A consumer placing an order over the telephone
b. A customer asking an attendant for directions at an amusement park
c. A consumer replying to a request sent in an email by a company
d. A consumer watching a television commercial
e. A guest checking into a hotel
Susan has an aversion for Zoco, a fast food chain. When a health journal reports on an
ingredient used by Zoco as having a potential health risk, Susan’s aversion is
strengthened. Now, Susan advises all her friends and relatives to avoid Zoco, even
though other fast food chains use the same ingredient. Which of the following offers the
most likely explanation for Susan’s reaction to the journal report?
a. Selective filtration
b. Selective satisfaction
c. Selective distortion
d. Selective neutrality
e. Selective precipitation
Henry likes to have a burger for dinner on all weekdays. He visits Fries, a fast food
chain, every evening except on days when he is stuck at work, and on such occasions he
orders a sandwich from the office cafeteria. The amount of time and money that he
spends for burger dinners at Fries is the _____ the fast food chain gets from Henry.
a. market share
b. customer share
c. brand share
d. retail share
e. segment share
The _____, sometimes referred to as the theory of reasoned action, explicitly focuses on
the consumer’s attitude toward the behavior of buying rather than the attitude toward the
object.
a. ATO model
b. hierarchical model
c. balance theory model
d. elaboration likelihood model
e. behavioral intentions model
A firm is likely to be most vulnerable to customers’ switching behavior when:
a. its customers are dissatisfied, the switching costs are low, and the firm operates in a
business environment with high competitive intensity.
b. its customers are satisfied, the switching costs are high, and the firm operates in a
business environment with high competitive intensity.
c. its customers are dissatisfied, the switching costs are high, and the firm operates in a
business environment with low competitive intensity.
d. its customers are satisfied, the switching costs are low, and the firm operates in a
business environment with low competitive intensity.
e. its customers are satisfied, the switching costs are high, and the firm operates in a
business environment with low competitive intensity.
Which of the following traits can be defined as an enduring tendency to strive to be
better than others?
a. Competitiveness
b. Innovativeness
c. Agreeableness
d. Value consciousness
e. Impulsiveness
Refer to Fast Food Scenario. Daniel is looking at establishing a long-term relationship
based on trust with his customers. In doing so, Daniel is adopting a(n) _____
orientation.
a. Association Behavior Management
b. Customer Relationship Management
c. Investor Margin Management
d. Relationship Quality Management
e. Marketing Profitability Management
Most young adults would like to own a high-end luxury automobile, even though most
of them could not afford one. Which of the following types of risk is likely to prevent
them from purchasing one?
a. Financial risk
b. Social risk
c. Performance risk
d. Safety risk
e. Time risk
Many consumers who practice shoplifting acknowledge that they do it because they get
a feeling of exhilaration when they realize they can get away with it. Which of the
following motivations of consumer misbehavior best explains this reaction?
a. Unfulfilled aspirations
b. Thrill-seeking
c. Differential association
d. Pathological socialization
e. Opportunism
_____ research addresses questions about consumer behavior using numerical
measurement and analysis tools.
a. Quantitative
b. Qualitative
c. Interpretive
d. Ethnographic
e. Historical
Which of the following is a device that keeps track of the amount of purchasing a
consumer has had with a given marketer and once some level is reached, a reward is
offered usually in terms of future purchase incentives?
a. A commitment program
b. A customer share program
c. A consistency program
d. A loyalty program
e. A gift program
A group of people who share similar values and tastes that are subsumed within a larger
culture is defined as a _____.
a. native culture
b. macroculture
c. microculture
d. global culture
e. mainstream culture
The value-expressive function of attitudes:
a. allows consumers to simplify their decision-making processes.
b. enables a consumer to express his or her core values, self-concept, and beliefs to
others.
c. works as a defense mechanism for consumers to avoid facts or defend themselves
from their own low self-concept.
d. compensates for a general feeling of being out-of-shape, thereby protecting the ego
and self-image.
e. provides a negative expression of the type of person a consumer perceives himself or
herself to be and the values that they hold.
According to the _____, attitudes possess three components: affect, behavior, and
cognitions.
a. ABC approach to attitudes
b. abstract approach to attitudes
c. functional approach to attitudes
d. utilitarian approach to attitudes
e. relational approach to attitudes
Cause-related marketing activities involve a company strategically engaging in socially
responsible activities in order to increase the value of the firm, such as a company
donating to a cause every time a consumer purchases its product. These types of
marketing activities would most likely be categorized as an organization’s _____.
a. ethical duties
b. altruistic duties
c. strategic initiatives
d. partnership initiatives
e. rational duties
Alternatives in a consumer’s awareness set that are deemed to be unacceptable for
further consideration are referred to as the _____ set.
a. inept
b. inert
c. indifferent
d. passive
e. dormant
Richard was crossing the road while looking at his phone which was ringing. Suddenly
he was startled by a bike running straight into him. In a bid to avoid the bike, he tripped
and his right knee was badly scratched. Which of the following reflexes is most likely
to account for Richard’s diversion of attention from his phone to the bike?
a. Orientation reflex
b. Rooting reflex
c. Masseter reflex
d. Moro reflex
e. Startle reflex
A consumer research study analyzes the factors, such as age, income, and stage of
family life cycle, predicting a consumer’s likelihood to purchase a 3-D television. Data
were collected from 3,000 consumers using a structured questionnaire. Which type of
research does this represent?
a. Qualitative
b. Interpretive
c. Quantitative
d. Ethnographic
e. Phenomenological
Which of the following types of ethical evaluations focuses on the consequences of
behaviors and the individual’s assessment of those consequences?
a. Dysteleological evaluations
b. Teleological evaluations
c. Deontological evaluations
d. Analogical evaluations
e. Ideological evaluations
Explain why lifestyles are important to the study of consumer behavior and describe
how consumer lifestyles are measured.
Weber’s Law states that as the intensity of the initial stimulus decreases, a consumer’s
ability to detect differences between two levels of the stimulus decreases.
The perceptual process ends with a reaction.
One advantage of using autonomic measures to assess emotions is that they are less
intrusive as compared to self-report measures because they don”t involve physical
contraptions.
Comprehension refers to a consumer’s awareness and interpretation of reality.
Bicultural consumers express higher ethnocentrism than their counterparts in the native
country and thus are less open to products from their new country.
Punitive damages are intended to cover costs incurred by a consumer due to an injury
and compensatory damages are intended to punish a company for injuries.
Explain the regulatory focus theory.
Physical risk is the risk associated with how other consumers will view the purchase.
Very few products are susceptible to seasonal influence.
Culver is a city in which men are as likely to be employed as nurses as women. Hence,
Culver ranks high on the masculinityCSV dimension.
Define market segmentation and explain how it is a marketplace condition. Describe
different market segments of McDonald’s customers.
Consumers are more price sensitive when using card to pay for a purchase than when
using cash.
A disgusted or hopeless consumer is more likely to complain than an angry consumer.
Customers who have switched service providers are less likely to become loyal
customers when they experience increased hedonic value compared to the previous
service provider.