Question 1

The process of seeing or hearing messages without being aware of them is referred to as

Accepted Answer

A)   selective retention.
B)   subliminal perception.
C)   selective perception.
D)   selective attention.
E)   indifference.F) B) and D)
G) A) and E)

Question 2

Enlightened carmakers have hired women designers, engineers, and marketing executives to better understand the way women decide to buy new cars. They have learned that

Accepted Answer

A)   meeting the expectations of men during the new-car purchasing process is more difficult than meeting those of women.
B)   men make the majority of new-car purchasing decisions.
C)   women look for features that make accidents survivable while men favor those that prevent them.
D)   women care more about reliability than men.
E)   men care more about price than women.F) A) and C)
G) D) and E)

Question 3

Consumers spend little time and effort evaluating alternatives in the purchase of flour and soap. The consumer purchase decision process for such staples involves ________, which is virtually a habit and typifies low-involvement decision making.

Accepted Answer

A)   limited problem solving
B)   extended problem solving
C)   situational problem solving
D)   rational problem solving
E)   routine problem solvingF) A) and E)
G) D) and E)

Question 4

College students who wear clothing displaying the Greek letters for fraternities or sororities to which they belong are demonstrating pride in ________ group.

Accepted Answer

A)   a dissociative
B)   an aspiration
C)   an associative
D)   an identificational
E)   a politicalF) D) and E)
G) C) and D)

Question 5

For Coppertone products, evaluations in the postpurchase behavior stage of the consumer purchase decision process that are most likely to cause dissatisfaction are

Accepted Answer

A)   dry skin and acne.
B)   greasy formula and sunburn.
C)   dry skin and skin infection.
D)   sunburn and poor customer service.
E)   poor customer service and high price.F) A) and B)
G) D) and E)

Question 6

The five roles of individual family members in the consumer purchase decision process are

Accepted Answer

A)   associative group, aspiration group, opinion leader, decision maker, and user.
B)   sustainer, experiential, belonger, emulator, and achiever.
C)   opinion leader, influencer, decision maker, purchaser, and user.
D)   information gatherer, influencer, decision maker, purchaser, and user.
E)   need driven, inner directed, outer directed, opinion leader, and decision maker.F) A) and E)
G) B) and C)

Question 7

The fifth stage in the consumer purchase decision process involves comparing the product or service purchased with one's expectations to determine the degree of satisfaction or dissatisfaction. What is this stage called?

Accepted Answer

A)   postpurchase behavior
B)   alternative evaluation
C)   purchase decision
D)   problem recognition
E)   information searchF) A) and B)
G) D) and E)

Question 8

BzzAgent is a firm that specializes in a marketing strategy known as

Accepted Answer

A)   corporate espionage.
B)   teaser advertising.
C)   spin.
D)   buzz.
E)   viral marketing.F) B) and C)
G) A) and E)

Question 9

Lifestyle refers to

Accepted Answer

A)   the set of behaviors that is a result of spending one's time and money as one pleases.
B)   a mode of living that is defined by one's personal moral philosophy.
C)   the similar values, interests, and behaviors that members of society share.
D)   a self-defined identification of belonging to a lower, lower-middle, middle, upper-middle, or upper class in terms of values, attitudes, and beliefs.
E)   a mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them.F) A) and B)
G) B) and E)

Question 10

Consumers with credit cards

Accepted Answer

A)   are less influenced by physical surrounding than those who pay by cash or check.
B)   are influenced to a certain extent by a retailer's physical surroundings to buy more with their credit cards than with cash.
C)   purchase more than those who purchase with cash or debit cards.
D)   purchase less than those who purchase with cash or debit cards.
E)   purchase less when accompanied by children than when in the company of other adults.F) A) and B)
G) A) and C)

Question 11

In the VALS framework, consumers motivated by ideals are guided by knowledge and principle. One segment of the two ideals-motivated groups, known as ________, have fewer resources and are not looking to change society. They believe in definitive right and wrong, which need to be recognized to lead a good life.

Accepted Answer

A)   Experiencers
B)   Believers
C)   Makers
D)   Achievers
E)   ThinkersF) C) and D)
G) D) and E)

Question 12

Figure 4-5
-In Figure 4-5, D represents the ________ influences that can affect the consumer purchase decision process.

Accepted Answer

A)   economic
B)   situational
C)   psychological
D)   sociocultural
E)   marketing mixF) A) and C)
G) A) and E)

Question 13

BzzAgent

Accepted Answer

A)   is the top consumer information source in developing countries.
B)   captures honest word-of-mouth testimonials from satisfied customers who will promote new products or services.
C)   was the first on the Internet to create a public forum for new products.
D)   counteracts false rumors or negative buzz for quality products or services that have been unjustly accused on social networking websites.
E)   uses ethnographic research techniques to discover subtle behavioral and emotional reactions to products in their natural use environment.F) A) and C)
G) All of the above

Question 14

A brand community refers to

Accepted Answer

A)   the relatively permanent, homogeneous divisions in a society that consists of people who share similar values, interests, behaviors, and brands.
B)   a specialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand, and the product in use.
C)   people to whom an individual looks as a basis for purchasing particular brands.
D)   those buyers who, through the size of their purchases, affect where marketing dollars will be spent on a particular brand.
E)   those brands with which a person does not wish to be identified.F) A) and E)
G) A) and C)

Question 15

How would consumers who purchased a new and innovative Nike LeBron 15 basketball shoe for $185 try to reduce any cognitive dissonance they feel?

Accepted Answer

A)   limit their information search to an internal one
B)   minimize problem-solving involvement
C)   read ads for the new basketball shoe even after the purchase has been made
D)   conceal the product purchase from others
E)   If the shoe is comfortable and gives the requisite support, there will be no cognitive dissonance.F) D) and E)
G) A) and E)

Question 16

Which of the following statements about psychographics is most accurate?

Accepted Answer

A)   Psychographics is unable to provide actionable information about potential customers since the data obtained from the research are too subjective to be reliably interpreted and acted upon.
B)   Although helpful in segmenting markets, psychographics is limited in its ability to target consumers.
C)   Psychographics combines demographic data, psychological data, and actual spending data of consumers to create VALS profiles.
D)   Psychographics describes a variety of segmentations such as those based on behaviors, attitudes, activities, interests, opinions, and social values.
E)   Psychographic data are extremely vulnerable to current social trends and therefore are best suited to new market-product combinations rather than existing ones.F) A) and E)
G) A) and D)

Question 17

Sources of external information that originate with the sellers of products and services and include advertising, company websites, salespeople, and point-of-purchase displays in stores are referred to as

Accepted Answer

A)   relational sources.
B)   public sources.
C)   personal sources.
D)   stakeholder sources.
E)   marketer-dominated sources.F) A) and E)
G) A) and D)

Question 18

VALS groups of consumers who are motivated by ________ are those who want to make an impact on their world.

Accepted Answer

A)   ideals
B)   rewards
C)   achievement
D)   self-expression
E)   successF) A) and B)
G) All of the above

Question 19

Which of the following statements about Asian American buying patterns is most accurate?

Accepted Answer

A)   There is no real diversity among Asian American subcultures.
B)   Assimilated Asian Americans exhibit buying patterns that are very different from the typical American consumer.
C)   Asian Americans spend more on technology and travel than any other subculture.
D)   The Asian American subculture is the most entrepreneurial in the United States.
E)   Consumer research on Asian Americans suggests individuals and families divide into three groups―assimilated, transitional, and recent immigrants.F) A) and E)
G) A) and C)

Question 20

When conducting an information search, a consumer may use various product-rating organizations, government agencies, and TV consumer programs known as

Accepted Answer

A)   relational sources.
B)   marketer-dominated sources.
C)   personal sources.
D)   public sources.
E)   stakeholder sources.F) A) and C)
G) A) and B)

Exam 4: Understanding Consumer Behavior

Consumers spend little time and effort evaluating alternatives in the purchase of flour and soap. The consumer purchase decision process for such staples involves ________, which is virtually a habit and typifies low-involvement decision making.

Correct Answer
verified

Enlightened carmakers have hired women designers, engineers, and marketing executives to better understand the way women decide to buy new cars. They have learned that

Correct Answer
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Lifestyle refers to

Correct Answer
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Which of the following statements about psychographics is most accurate?

Correct Answer
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BzzAgent

Correct Answer
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College students who wear clothing displaying the Greek letters for fraternities or sororities to which they belong are demonstrating pride in ________ group.

Correct Answer
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The fifth stage in the consumer purchase decision process involves comparing the product or service purchased with one's expectations to determine the degree of satisfaction or dissatisfaction. What is this stage called?

Correct Answer
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A brand community refers to

Correct Answer
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Correct Answer
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The five roles of individual family members in the consumer purchase decision process are

Correct Answer
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Figure 4-5 -In Figure 4-5, D represents the ________ influences that can affect the consumer purchase decision process.

Correct Answer
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How would consumers who purchased a new and innovative Nike LeBron 15 basketball shoe for $185 try to reduce any cognitive dissonance they feel?

Correct Answer
verified

When conducting an information search, a consumer may use various product-rating organizations, government agencies, and TV consumer programs known as

Correct Answer
verified

VALS groups of consumers who are motivated by ________ are those who want to make an impact on their world.

Correct Answer
verified

Consumers with credit cards

Correct Answer
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BzzAgent is a firm that specializes in a marketing strategy known as

Correct Answer
verified

For Coppertone products, evaluations in the postpurchase behavior stage of the consumer purchase decision process that are most likely to cause dissatisfaction are

Correct Answer
verified

Which of the following statements about Asian American buying patterns is most accurate?

Correct Answer
verified

Sources of external information that originate with the sellers of products and services and include advertising, company websites, salespeople, and point-of-purchase displays in stores are referred to as

Correct Answer
verified

The process of seeing or hearing messages without being aware of them is referred to as

Correct Answer
verified

Exam 4: Understanding Consumer Behavior

Consumers spend little time and effort evaluating alternatives in the purchase of flour and soap. The consumer purchase decision process for such staples involves ________, which is virtually a habit and typifies low-involvement decision making.

Correct AnswerverifiedShow Answer

Enlightened carmakers have hired women designers, engineers, and marketing executives to better understand the way women decide to buy new cars. They have learned that

Correct AnswerverifiedShow Answer

Lifestyle refers to

Correct AnswerverifiedShow Answer

Which of the following statements about psychographics is most accurate?

Correct AnswerverifiedShow Answer

BzzAgent

Correct AnswerverifiedShow Answer

College students who wear clothing displaying the Greek letters for fraternities or sororities to which they belong are demonstrating pride in ________ group.

Correct AnswerverifiedShow Answer

The fifth stage in the consumer purchase decision process involves comparing the product or service purchased with one's expectations to determine the degree of satisfaction or dissatisfaction. What is this stage called?

Correct AnswerverifiedShow Answer

A brand community refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The five roles of individual family members in the consumer purchase decision process are

Correct AnswerverifiedShow Answer

Figure 4-5 -In Figure 4-5, D represents the ________ influences that can affect the consumer purchase decision process.

Correct AnswerverifiedShow Answer

How would consumers who purchased a new and innovative Nike LeBron 15 basketball shoe for $185 try to reduce any cognitive dissonance they feel?

Correct AnswerverifiedShow Answer

When conducting an information search, a consumer may use various product-rating organizations, government agencies, and TV consumer programs known as

Correct AnswerverifiedShow Answer

VALS groups of consumers who are motivated by ________ are those who want to make an impact on their world.

Correct AnswerverifiedShow Answer

Consumers with credit cards

Correct AnswerverifiedShow Answer

BzzAgent is a firm that specializes in a marketing strategy known as

Correct AnswerverifiedShow Answer

For Coppertone products, evaluations in the postpurchase behavior stage of the consumer purchase decision process that are most likely to cause dissatisfaction are

Correct AnswerverifiedShow Answer

Which of the following statements about Asian American buying patterns is most accurate?

Correct AnswerverifiedShow Answer

Sources of external information that originate with the sellers of products and services and include advertising, company websites, salespeople, and point-of-purchase displays in stores are referred to as

Correct AnswerverifiedShow Answer

The process of seeing or hearing messages without being aware of them is referred to as

Correct AnswerverifiedShow Answer

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