Question 1

In the Maslow hierarchy of needs, __________ needs involve self-preservation as well as physical and financial well-being.

Accepted Answer

A)  physiological
B)  social
C)  personal
D)  safety
E)  self-actualizationF) A) and E)
G) A) and C)

Question 2

The Ford Escape Hybrid SUV was the first SUV on the market to be powered by both electricity and gasoline. Ford has targeted not only people who are excited about technology but also those who want to contribute to cleaner air. Ford set a goal to attract 20,000 buyers a year for this SUV. Ford is trying to change consumer attitudes by

Accepted Answer

A)  changing beliefs about the extent to which a brand has a specific attribute.
B)  changing the perceived importance of a specific attribute.
C)  adding a new attribute.
D)  reducing the perceived risk of the product.
E)  providing stimulus generalization to prospective buyers.F) A) and D)
G) A) and C)

Question 3

An aspiration group is one

Accepted Answer

A)  to which a person belongs, and wishes to continue with.
B)  that a person wishes to be a member of or wishes to be identified with.
C)  that a person wishes to maintain a distance from because of differences in values or behaviors.
D)  that a person knows he or she can never really fit into because of basic cultural differences.
E)  that a person feels is significantly above him or her in terms of socioeconomics.F) B) and C)
G) A) and E)

Question 4

Among the three major racial/ethnic subcultures in the United States, African Americans rank as __________ in terms of spending power.

Accepted Answer

A)  the largest
B)  the second largest
C)  the third largest
D)  equal with Hispanics
E)  equal with Asian AmericansF) C) and E)
G) None of the above

Question 5

In the Maslow hierarchy of needs, those needs involving personal fulfillment are called __________.

Accepted Answer

A)  physiological
B)  safety
C)  social
D)  personal
E)  self-actualizationF) A) and D)
G) A) and E)

Question 6

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

Accepted Answer

A)  temporal states.
B)  antecedent states.
C)  information sources.
D)  evaluative criteria.
E)  the consideration set.F) All of the above
G) D) and E)

Question 7

In the VALS framework, self-expression-motivated consumers who have fewer resources and express themselves and experience the world by working on it are referred to as __________.

Accepted Answer

A)  Experiencers
B)  Thinkers
C)  Strivers
D)  Believers
E)  MakersF) A) and B)
G) A) and C)

Question 8

When past experience is insufficient, the risk of making a wrong decision is high, and the cost of gathering information is low, a consumer is more likely to use an __________ for information.

Accepted Answer

A)  internal search
B)  informal search
C)  expert directed search
D)  external search
E)  experiential searchF) A) and E)
G) A) and D)

Question 9

-Figure 4-2 above shows the recent ratings from independent rating agencies for selected smartphone brands and models. A number of factors are listed, such as price, display, audio quality, and text messaging. These factors are the typical __________ for smartphones.

Accepted Answer

A)  consideration sets
B)  evaluative criteria
C)  value propositions
D)  quality considerations
E)  core benefitsF) C) and D)
G) B) and C)

Question 10

One evening while watching TV, your stomach growls. You see an ad for Subway. You walk to the Subway shop and buy a sandwich, which tastes great. In terms of behavioral learning, your hunger is a __________.

Accepted Answer

A)  reinforcement
B)  cue
C)  response
D)  prompt
E)  driveF) C) and D)
G) A) and D)

Question 11

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

Accepted Answer

A)  purchase decision
B)  information search
C)  financial transaction
D)  alternative evaluation
E)  postpurchase behaviorF) A) and B)
G) A) and D)

Question 12

Spouse dominant decision-making implies that

Accepted Answer

A)  the husband makes the majority of the purchase decisions.
B)  the wife makes the majority of the purchase decisions.
C)  both the husband and the wife make the purchase decisions together.
D)  the wife and the husband alternate with respect to their purchase decisions.
E)  either the husband or the wife is primarily responsible for purchase decisions.F) B) and E)
G) A) and C)

Question 13

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

Accepted Answer

A)  changing beliefs about the extent to which Tums has a specific attribute.
B)  changing the perceived importance of a specific attribute.
C)  adding a new attribute.
D)  reducing the perceived risk.
E)  providing stimulus generalization to prospective buyers.F) None of the above
G) A) and D)

Question 14

Psychologists point out that an individual's needs may be hierarchical; that is, once one set of needs is met, people seek to satisfy the next set of needs in the hierarchy. Name each of the five levels in the hierarchy in order and give an example of each.

Accepted Answer

Physiological needs, the lowest level in...

Question 15

Which of the following statements about subliminal perception is most accurate?

Accepted Answer

A)  The Federal Communications Commission (FC
C)   believes that subliminal perception can be effective with a large majority of consumers.
B)  Subliminal messages are illegal in the United States.
C)  Subliminal messages are more effective now due to the advances in computer-generated images in movies and TV programs.
D)  About half of U.S. consumers think that subliminal messages can cause them to buy products and services they don't want.
E)  The use of subliminal messaging is monitored by the Better Business Bureau.F) A) and B)
G) C) and E)

Question 16

Many consumers buy a subscription to The Wall Street Journal and have it delivered to their homes by 5:30 a.m. so that they can read it during breakfast. This purchase is an example of which situational influence?

Accepted Answer

A)  purchase task
B)  social surroundings
C)  physical surroundings
D)  temporal effects
E)  antecedent statesF) A) and B)
G) A) and D)

Question 17

In the VALS framework, consumers motivated by achievement look for products and services that demonstrate success to their peers or to a peer group they aspire to. A segment of the achievement-motivated groups, known as __________, are trendy, fun-loving, and less self-confident than Achievers.

Accepted Answer

A)  Strivers
B)  Experiencers
C)  Believers
D)  Makers
E)  SurvivorsF) A) and B)
G) A) and C)

Question 18

You need to buy a gift for a young cousin's birthday. You go to the mall and see a girl wearing a Hello Kitty t-shirt. You remember there is a store in the mall with a lot of Hello Kitty merchandise so you go there and buy a little backpack. When you give it to your cousin, she is very excited. In terms of behavioral learning, seeing the girl with the Hello Kitty t-shirt was a __________.

Accepted Answer

A)  drive
B)  reinforcement
C)  cue
D)  response
E)  promptF) A) and B)
G) A) and E)

Question 19

Why is the family life cycle important to marketing?

Accepted Answer

Consumers act and purchase differently a...

Question 20

An opinion leader is an individual

Accepted Answer

A)  within an organization who influences decision-making.
B)  who is able to use moral suasion to get others to comply with the latest trends.
C)  in an organization who encourages other paid individuals to forward marketer-initiated messages to others via e-mail, social networking websites, and blogs.
D)  who exerts direct or indirect social influence over others.
E)  who is able and willing to cut red tape and move an organization's marketing program forward.F) B) and C)
G) C) and D)

Exam 4: Understanding Consumer Behavior

One evening while watching TV, your stomach growls. You see an ad for Subway. You walk to the Subway shop and buy a sandwich, which tastes great. In terms of behavioral learning, your hunger is a __________.

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

In the VALS framework, self-expression-motivated consumers who have fewer resources and express themselves and experience the world by working on it are referred to as __________.

Correct Answer
verified

In the VALS framework, consumers motivated by achievement look for products and services that demonstrate success to their peers or to a peer group they aspire to. A segment of the achievement-motivated groups, known as __________, are trendy, fun-loving, and less self-confident than Achievers.

Correct Answer
verified

Why is the family life cycle important to marketing?

Correct Answer
verified
Consumers act and purchase differently a...
View Answer

Spouse dominant decision-making implies that

Correct Answer
verified

-Figure 4-2 above shows the recent ratings from independent rating agencies for selected smartphone brands and models. A number of factors are listed, such as price, display, audio quality, and text messaging. These factors are the typical __________ for smartphones.

Correct Answer
verified

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

Correct Answer
verified

An aspiration group is one

Correct Answer
verified

Psychologists point out that an individual's needs may be hierarchical; that is, once one set of needs is met, people seek to satisfy the next set of needs in the hierarchy. Name each of the five levels in the hierarchy in order and give an example of each.

Correct Answer
verified
Physiological needs, the lowest level in...
View Answer

When past experience is insufficient, the risk of making a wrong decision is high, and the cost of gathering information is low, a consumer is more likely to use an __________ for information.

Correct Answer
verified

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

Correct Answer
verified

Among the three major racial/ethnic subcultures in the United States, African Americans rank as __________ in terms of spending power.

Correct Answer
verified

Correct Answer
verified

An opinion leader is an individual

Correct Answer
verified

Many consumers buy a subscription to The Wall Street Journal and have it delivered to their homes by 5:30 a.m. so that they can read it during breakfast. This purchase is an example of which situational influence?

Correct Answer
verified

In the Maslow hierarchy of needs, __________ needs involve self-preservation as well as physical and financial well-being.

Correct Answer
verified

In the Maslow hierarchy of needs, those needs involving personal fulfillment are called __________.

Correct Answer
verified

Which of the following statements about subliminal perception is most accurate?

Correct Answer
verified

Exam 4: Understanding Consumer Behavior

One evening while watching TV, your stomach growls. You see an ad for Subway. You walk to the Subway shop and buy a sandwich, which tastes great. In terms of behavioral learning, your hunger is a __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In the VALS framework, self-expression-motivated consumers who have fewer resources and express themselves and experience the world by working on it are referred to as __________.

Correct AnswerverifiedShow Answer

In the VALS framework, consumers motivated by achievement look for products and services that demonstrate success to their peers or to a peer group they aspire to. A segment of the achievement-motivated groups, known as __________, are trendy, fun-loving, and less self-confident than Achievers.

Correct AnswerverifiedShow Answer

Why is the family life cycle important to marketing?

Correct AnswerverifiedConsumers act and purchase differently a...View AnswerShow Answer

Spouse dominant decision-making implies that

Correct AnswerverifiedShow Answer

-Figure 4-2 above shows the recent ratings from independent rating agencies for selected smartphone brands and models. A number of factors are listed, such as price, display, audio quality, and text messaging. These factors are the typical __________ for smartphones.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

An aspiration group is one

Correct AnswerverifiedShow Answer

Psychologists point out that an individual's needs may be hierarchical; that is, once one set of needs is met, people seek to satisfy the next set of needs in the hierarchy. Name each of the five levels in the hierarchy in order and give an example of each.

Correct AnswerverifiedPhysiological needs, the lowest level in...View AnswerShow Answer

When past experience is insufficient, the risk of making a wrong decision is high, and the cost of gathering information is low, a consumer is more likely to use an __________ for information.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Among the three major racial/ethnic subcultures in the United States, African Americans rank as __________ in terms of spending power.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

An opinion leader is an individual

Correct AnswerverifiedShow Answer

Many consumers buy a subscription to The Wall Street Journal and have it delivered to their homes by 5:30 a.m. so that they can read it during breakfast. This purchase is an example of which situational influence?

Correct AnswerverifiedShow Answer

In the Maslow hierarchy of needs, __________ needs involve self-preservation as well as physical and financial well-being.

Correct AnswerverifiedShow Answer

In the Maslow hierarchy of needs, those needs involving personal fulfillment are called __________.

Correct AnswerverifiedShow Answer

Which of the following statements about subliminal perception is most accurate?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Consumers act and purchase differently a...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Physiological needs, the lowest level in...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified