Which of the following types of ethical evaluations focuses on specific actions?
a. Dysteleological evaluations
b. Teleological evaluations
c. Deontological evaluations
d. Analogical evaluations
e. Ideological evaluations
AUTOMOBILE SCENARIO
Consider a consumer who is contemplating a new automobile purchase. She has
narrowed her decision down to two brands, Honda Accord and Ford Taurus. She has
identified gas mileage, price, warranty, and styling to be important attributes to consider
in her decision. 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 Automobile Scenario. Which of the following is true of the customer’s
overall attitude following the implementation of the attitude-toward-the-object model?
a. The customer has a more favorable attitude toward Ford Taurus.
b. The customer has a negative attitude toward Honda Accord.
c. The customer has no significant attitude toward any model.
d. The customer has a more favorable attitude toward Honda Accord.
e. The customer has the same overall attitude toward both Ford Taurus and Honda
Accord.
According to the CSV dimension, a culture uncomfortable with ambiguous or unknown
things is high in _____.
a. masculinity
b. individualism
c. power distance
d. long-term orientation
e. uncertainty avoidance
A mild, negative affective reaction resulting from an unfavorable appraisal of a
consumption outcome is known as consumer _____.
a. dissatisfaction
b. disgust
c. regret
d. dissonance
e. disconfirmation
Which of the following, on a perceptual map, represents the combination of product
characteristics that provide the most value to an individual consumer or market
segment?
a. Touch point
b. Maximum point
c. Optimum point
d. Ideal point
e. Slope intercept
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 initial feeling of skepticalness
on splurging on a handbag gave way to a feeling of satisfaction and pride when she
learned of the replacement warranty as well as the various benefits that come with
buying a genuine Louis Vuitton handbag. This feeling of satisfaction and pride
corresponds best with a customer’s sense of _____ fairness.
a. retributive
b. procedural
c. restorative
d. distributive
e. interactional
Which of the following refers to regularly occurring conditions that vary with the time
of year?
a. Periodicity
b. Synchronicity
c. Simultaneity
d. Perpetuity
e. Seasonality
Stella is surfing the Internet to look for affordable apartments in New York City. Every
time she clicks on a link to a website, she gets interrupted by random pop-up ads. She
doesn”t know how to disable these pop-ups and finds them extremely irritating. In the
basic communications model, these pop-up ads are classified as _____.
a. stimulants
b. noise
c. encrypted data
d. mediators
e. moderators
Which of the following terms refers to specific attempts to change attitudes?
a. Segmentation
b. Persuasion
c. Positioning
d. Monitoring
e. Tracking
Sandra and her husband are considering the purchase of a new washer and dryer. They
don”t know much about high efficiency appliances, so they search the Internet, talk to
friends and family, and visit several stores so that they can make a good decision.
Sandra and her husband are engaged in _____ learning.
a. formal
b. episodic
c. intentional
d. rote
e. avoidance
The fact that the body naturally reacts in a way so as to maintain a constant, normal
bloodstream is known as _____.
a. homeorhesis
b. osmosis
c. necrosis
d. apoptosis
e. homeostasis
A product with backward sloping demand displays _____.
a. a negative price-quantity relationship
b. a higher consumer sensitivity toward price than toward other product factors
c. a neutral price-quantity relationship
d. a positive price-quantity relationship
e. a higher consumer sensitivity toward product quality than toward price
A performance characteristic of an object is known as its _____.
a. benefit
b. feature
c. standard
d. quality
e. requirement
Which of the following types of shopping is characterized by activities oriented toward
acquiring knowledge about products?
a. Epistemic shopping
b. Acquisitional shopping
c. Adaptive shopping
d. Experiential shopping
e. Impulsive shopping
Which of the following provides a consumer with the deepest comprehension and the
greatest chance of accurate recall?
a. Personal elaboration
b. Cognitive interference
c. Spreading activation
d. Dual coding
e. Meaningful encoding
THE DESIGNER CLOTHES SCENARIO
Fashion weeks in New York, Paris, and Milan featuring haughty supermodels strutting
up and down the ramp generate a lot of attention for designers, especially if the
collection is unique or unorthodox. But who buys these clothes? Apparently, only a
small group of customers, as the celebrities seen so often flaunting designer clothing get
these outfits for free in return for the publicity they generate for designers. This small
group of customers comprise of women like Anna, Cindy, and Christine. Anna
purchased a Balmain mini dress worth $24,000 and several other outfits because, as she
stated, “I buy what I love.” On the other hand, Cindy, an art enthusiast, purchased an
Alexander McQueen jacket priced over $11,000. To her an apparel, besides being a
work of art, also helps her form perceptions about herself. Christine, who attends high
society events almost every night, wears any dress only once and in case she is
attending more than one social event, changes several times in the course of a single
evening. For these women, their clothing is an expression of themselves and how they
want people to see them. Refer to The Designer Clothes Scenario. Expensive designer
clothes are possessions that are very important to women like Anna, Cindy, and
Christine. Which of the following consumer behavior traits are these consumers
displaying?
a. Materialism
b. Need for cognition
c. Frugality
d. Downshifting
e. Low self-monitoring
Sean recently bought an expensive tablet from Sigma Inc. He is very happy and
satisfied with the tablet’s performance and has even started promoting it on social
networks. He feels strongly about Sigma’s products and plans to make more purchases
from the company in the future. The way Sean feels about Sigma Inc. and its products
represents his _____.
a. prejudice
b. trustworthiness
c. changing beliefs
d. attitude
e. latitude of rejection
THE DESIGNER CLOTHES SCENARIO
Fashion weeks in New York, Paris, and Milan featuring haughty supermodels strutting
up and down the ramp generate a lot of attention for designers, especially if the
collection is unique or unorthodox. But who buys these clothes? Apparently, only a
small group of customers, as the celebrities seen so often flaunting designer clothing get
these outfits for free in return for the publicity they generate for designers. This small
group of customers comprise of women like Anna, Cindy, and Christine. Anna
purchased a Balmain mini dress worth $24,000 and several other outfits because, as she
stated, “I buy what I love.” On the other hand, Cindy, an art enthusiast, purchased an
Alexander McQueen jacket priced over $11,000. To her an apparel, besides being a
work of art, also helps her form perceptions about herself. Christine, who attends high
society events almost every night, wears any dress only once and in case she is
attending more than one social event, changes several times in the course of a single
evening. For these women, their clothing is an expression of themselves and how they
want people to see them. Refer to The Designer Clothes Scenario. Anna, Cindy, and
Christine can afford to spend on high-end luxury brands. For them, these brands are
means of self-expression, and testimonials to their sophistication and achievement. The
way they are perceived in society really matters to them. According to the VALS 2
approach, Anna, Cindy, and Christine would most likely be classified as _____.
a. innovators
b. strivers
c. believers
d. makers
e. thinkers
Which discipline is often defined as the study of production and consumption?
a. Philosophy
b. Psychology
c. Economics
d. Management
e. Anthropology
Southerners are distinguished from others by their hospitality as well as their love for
tradition. This is an example of difference based on _____ microcultures.
a. regional
b. sex-role based
c. age-based
d. religious
e. street
Refer to the Attitude Scenario. According to the attitude-toward-the-object approach, if
Braun introduced extra styling features like straightening and curling, which of the
following methods is Braun using to change consumer attitude toward its brand?
a. Changing beliefs
b. Adding beliefs about new attributes
c. Changing evaluations
d. Changing schema-based affect
e. Adding a social norm
Balance theory is based on the _____, which states that human beings prefer
consistency among their beliefs, attitudes, and behaviors.
a. reality principle
b. pleasure principle
c. congruency principle
d. consistency principle
e. hedonic principle
Lori prefers to purchase cosmetics at self-service drug stores as saleswomen at cosmetic
counters in department stores intimidate her. Lori thinks that they are prettier than her.
This self-evaluation conducted by Lori is an example of _____.
a. social intimidation
b. social comparison
c. social attribution
d. social categorization
e. social aspiration
The _____ illustrates how attitudes are changed based on differing levels of consumer
involvement.
a. elaboration likelihood model
b. schema-based affect model
c. attitude-toward-the-object approach
d. behavioral influence approach
e. balance theory
The process in which two different sensory “traces” are available to remember
something is known as _____.
a. semantic coding
b. chunking
c. dual coding
d. meaningful encoding
e. mental tagging
Stan is a member of the Association for Consumer Research, but when he attends the
conferences, he doesn”t identify with the group. Even though his research is received
favorably, he often feels detached and perceives himself as different from the other
members. Stan can best be described as having a(n) _____ self-schema with respect to
this group.
a. idealized
b. separated
c. actualized
d. connected
e. ambiguous
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. Which of the following is true about Serena’s overall
attitude following the implementation of the attitude-toward-the-object model?
a. Serena has a more favorable attitude toward Philips Model A.
b. Serena has a negative attitude toward Braun Model B.
c. Serena has no significant attitude toward any model.
d. Serena has a more favorable attitude toward Braun Model B.
e. Serena has the same overall attitude toward Philips Model A and Braun Model B.
Anne spends hours every week shopping following her divorce. Even though her
buying pattern has considerably reduced the balance in her account from the divorce
settlement, Anne claims that it helps her to cope with the emotional vacuum left by the
separation from her husband. Which of the following best describes Anne’s behavior?
a. Impulsive shopping
b. Addictive buying
c. Addictive shopping
d. Compulsive buying
e. Impulsive buying
A company embracing differentiated marketing will _____.
a. offer the same basic product to all market segments
b. adopt innovative production processes to gain efficiency and economies of scale
c. specialize in serving segments in which consumers do not have specific desires
d. focus marketing efforts on serving very large market segments
e. serve multiple market segments each with a unique product offering
A(n) _____ group refers to a group that has no membership or application
requirements, and codes of conduct may be nonexistent.
a. informal
b. professional
c. legitimate
d. structured
e. dissociative
The practice of offering essentially identical products with different model numbers or
names is known as _____.
a. branded valuation
b. branded variants
c. brand equity
d. brand extension
e. brand diversification
When Arthur decided that it was time for him to buy a new washing machine, his
primary concern was that the price should not exceed his budget. Keeping this in mind,
he evaluated various models across their prices. Arthur was most concerned with the
_____ attribute of the washing machine.
a. underlying
b. elementary
c. perceptual
d. objective
e. primary
Value equals the difference between what you get and what you have to give to get the
product.
Negative public publicity occurs when negative word-of-mouth spreads to a relatively
large scale, possibly even involving media coverage.
Corporate social responsibility may be defined as an organization’s activities and status
related to its societal obligations.
Internal influences include the social and cultural aspects of life as a consumer.
An ethnographic approach to studying consumer behavior often involves analyzing the
artifacts associated with consumption.
Rather than being viewed as opposites, utilitarian and hedonic values are not mutually
exclusive.
A self-ascribed event occurs when a consumer blames himself or herself for a bad
event.
Positively framed information primes losses, which consumers want to avoid, and
encourages consumers to be more willing to take a chance on a product.
Benefits are the only result of consumption.
Desirable products deliver both high utilitarian and hedonic value.
In some ways, time is a consumer’s only real resource because when we work, we
convert time into economic resources.
Situational involvement is associated with hedonic value because consuming a product
for which a consumer has high enduring involvement is personally gratifying.
Consumer behavior influences the way a company will do business. Undifferentiated
marketing means that the same basic product is offered to all customers. Differentiated
marketers serve multiple market segments each with a unique product offering. Niche
marketing is practiced by firms that specialize in serving one market segment with
particularly unique demand characteristics. Understanding customers and potential
customers guides marketers to the appropriate way of doing business for a given
situation.
Consumers must comprehend marketing messages in order to learn the intended value
of a product.
Noncompensatory rules are often used in low-involvement situations because these
rules allow consumers to simplify their thought processes.
When a retailer offers a price-matching guarantee, they give off a signal that consumers
will enjoy low prices when they shop at this particular store.
Generations provide a good basis for marketing segments because the consumer’s age
identifies their generation.
Name and describe the four functions of attitudes.
Customers who believe a firm has adequately responded to some negative critical
incident are likely to become more loyal.