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Exam 4: Understanding Consumer Behavior

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Question 111

Multiple Choice

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Glow Pets, from the makers of Pillow Pets, are a light-up pillow product designed for young children. The pillows are colorful animals that produce a soft light for 20 minutes at a time and were produced for children with a fear of the dark. The company aired ads on various TV programs showing children being comforted and sleeping restfully with a Glow Pet, making parents and kids alike desire such a situation. The content of the advertising's message most likely focuses on which stage of the consumer purchase decision process?

A) problem recognition
B) information search
C) alternative evaluation
D) purchase decision
E) postpurchase behavior

F) A) and D)
G) B) and E)

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Question 112

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In the VALS framework, consumers motivated by self-expression want to make an impact on their world. One segment of the two self-expression-motivated groups, known as ________, have high resources and are social and spontaneous. They are first in and out of trend adoption.

A) Experiencers
B) Believers
C) Makers
D) Achievers
E) Thinkers

F) D) and E)
G) A) and B)

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Question 113

Multiple Choice

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Self-concept refers to

Marketers recognize that people have an actual self-concept and

In the United States, there are two major political parties whose members disagree with each other on a variety of issues. Many Republicans and Democrats view one another as being part of ________ group.

Lexi wants to find the perfect gift for her older sister's college graduation. She started looking for the gift last month and expects to spend another couple of weeks to find a gift her sister will use and like. Lexi is engaging in

After a problem has been recognized in the consumer purchase decision process, the consumer proceeds to the second stage known as

The VALS framework

When strolling through the grocery store, a toddler tells her mother, "Yuck, I don't like peas." Her mother puts down the peas and chooses green beans instead. The role of the little girl in this purchase was that of

You are sleepy before your 8 a.m. class and you notice the Starbucks on the walk to school. You stop for a drink and purchase something new that you really enjoy. The next day you do the same, and soon this has become a habit. This process is an example of

Figure 4-1 -In Figure 4-1, C represents which stage of the consumer purchase decision process?

Figure 4-1 -According to Figure 4-1, the point at which you would exchange money for your sandwich of corned beef on rye would be found in stage

A consumer's purchases are often influenced by the views, opinions, or behaviors of others. Which of the following is an aspect of this personal influence?

An attitude refers to

The objective and subjective attributes of a brand that consumers use to compare different products and brands are referred to as

In behavioral learning, a ________ is the action taken by a consumer to satisfy a drive.

NetJets is a company that offers one-sixteenth or more ownership in a jet plane for a price beginning at $325,000. It gives purchasers privacy, convenience, and flexibility as well as saves them time since the plane is available within four hours unless it's booked by one of the other shareholders. This is most likely an example of

All of the following are marketing strategies designed to reduce consumers' perceived risk and encourage purchases except which?

At the ________ of the consumer purchase decision process, a consumer compares the product with his or her expectations and is either satisfied or dissatisfied.

Which of the following is a concept from behavioral learning theory that marketers use?