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Exam 5: Understanding Consumer Behavior

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Question 31

Multiple Choice

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A filtering of exposure, comprehension, and retention is called

A) selective attention.
B) selective perception.
C) selective intuition.
D) selective retention.
E) stimulus discrimination.

F) A) and E)
G) None of the above

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Question 32

Multiple Choice

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Another name for the analysis of consumer lifestyles is

A) demographics.
B) psychographics.
C) social statistics.
D) physiological needs.
E) sociographics.

F) C) and D)
G) A) and E)

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Question 33

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LG, a consumer electronics manufacturer, recently introduced a 55-inch Internet-capable, 3-D OLED (organic light-emitting diode) HDTV. As its marketing manager, you have used lifestyle analysis in the past, particularly the VALS system, to help you profile your customers. Which of the following VALS profiles would be the most likely target market for this product?

Stephan was excited about his newly purchased laptop. It had all the features he wanted and was really fast with a great display for his gaming. In addition, the $1,200 price tag was reasonable. The same day he took it out of the box, he saw an online special for a similar computer, on sale for only $1,000. Suddenly he began to doubt his purchase decision and worried that maybe he hadn't gotten such a good deal. Stephan was most likely experiencing

Personality refers to

The four Ps are elements of the __________ influences that can affect the consumer purchase decision process.

The process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world is referred to as

Relatives and friends whom the consumer trusts are known as __________ sources of external information.

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 conservative, conventional people with concrete beliefs based on established codes: family, religion, community, and the nation.

You have determined you want to buy an advanced hybrid vehicle, and a visit to Ford's website has revealed that the Ford Fusion Hybrid SE uses hybrid fuel technology with the latest in lithium-ion battery technology. You are currently in which stage of the consumer purchase decision process for this type of automobile?

The __________ influences that can affect the consumer purchase decision process help explain why and how consumers behave as they do.

What percentage of U.S. product sales is directly tied to word of mouth among friends, family, and colleagues?

The fifth stage in the consumer purchase decision process involves comparing the product or service purchased by buyers with their expectations to determine whether they are satisfied or dissatisfied. What is this stage called?

Febreze is an odor-controlling spray that is manufactured by Procter & Gamble. When Febreze was introduced, a few people in an Internet chat room stated that the product was harmful to house pets. Though untrue, the rumor spread. If P&G had not been convinced it would be a very successful product, it would have dropped Febreze from its P&G product line as a result of

A consumer's purchases are often influenced by the views, opinions, or behaviors of others. Two aspects of personal influence that are important to marketing are __________ and word-of-mouth activity.

When Kia Motors offered a 10-year, 100,000-mile warranty for its Kia Soul automobile, its strategy was to reduce consumers' __________ and encourage purchases.

Most people already know that Tums, a popular antacid, contains calcium. Today, ads for Tums stress both the fact that it can be used as a calcium supplement and the health benefits of calcium. The new promotion involves changing consumers' attitudes toward Tums by

A comparison with expectations and an evaluation as satisfied or dissatisfied represent which stage of the consumer purchase decision process?

When the state of Virginia touts the slogan "Virginia is for Lovers," it is trying to appeal to people's __________ in order to attract them as potential residents, part of its workforce, or vacationers.

The book The Secret Sales Pitch: An Overview of Subliminal Advertising is about subliminal messages, which reflect what kind of potential influence on the consumer decision making process?