Question 1

In behavioral learning,a __________ is the reward that is given to a consumer.

Accepted Answer

A)  cue
B)  stimulus
C)  motivator
D)  response
E)  reinforcementF) B) and E)
G) A) and B)

Question 2

Scanning your memory for previous experiences with products or brands occurs during which stage of the consumer purchase decision process?

Accepted Answer

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

Question 3

Of what significance to marketing is the family life cycle?

Accepted Answer

Consumers act and purchase differently a...

Question 4

How do selective perception,selective exposure,selective comprehension,and selective retention differ?

Accepted Answer

Perception is the process by which an in...

Question 5

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

Accepted Answer

A)  negative word of mouth.
B)  a lack of back translation.
C)  cultural insensitivity.
D)  consumer ethnocentrism.
E)  poor opinion leadership.F) B) and C)
G) None of the above

Question 6

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

Accepted Answer

A)  information gatherer
B)  influencer
C)  purchaser
D)  decision maker
E)  userF) A) and B)
G) B) and E)

Question 7

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,walking to the Subway shop and buying a sandwich is a __________.

Accepted Answer

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

Question 8

Five situational influences have an impact on a consumer's purchase decision process.They are: __________,social surroundings,physical surroundings,temporal effects,and antecedent states.

Accepted Answer

A)  competitive offerings
B)  core values
C)  perception
D)  consumer socialization
E)  purchase taskF) A) and B)
G) D) and E)

Question 9

Temporal effects include

Accepted Answer

A)  the purpose of the purchase.
B)  the presence of other people.
C)  the time of day of the purchase.
D)  the crowding in retail stores.
E)  the consumer's mood while engaged in the purchase.F) A) and B)
G) B) and E)

Question 10

Ducti is a small company that manufacturers duct-tape wallets.Ducti founder,David Pippenger,discovered there is a large demand for the wallets and watches that Ducti sells.Recent marketing research by Ducti shows that many consumers are concerned about the tattered and worn wallets they carry because of the risk that money,credit cards,pictures,etc.may fall out and be lost-a difference between their ideal and actual situations that is big enough to trigger a decision to buy a new wallet like those Ducti sells.As a result,Ducti aired some ads on various TV and radio programs to activate these consumers' purchase decision process.The content of the advertising's message would MOST LIKELY focus on which stage of the consumer purchase decision process?

Accepted Answer

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

Question 11

Perceived risk is

Accepted Answer

A)  an unmerited fear of being taken advantage of in an exchange situation.
B)  the feeling of postpurchase psychological tension or anxiety that consumers may experience when faced with two or more highly attractive alternatives.
C)  the degree to which a seller is willing to make an exchange based upon a customer's credit worthiness.
D)  the personal,social,and economic significance of the purchase to the consumer.
E)  the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences.F) A) and E)
G) D) and E)

Question 12

Your company is introducing a new line of activewear for teenagers and invites the members of the high school track team to a private display of the line.This group consists of __________ for activewear clothing.

Accepted Answer

A)  lifestyle makers
B)  aspirational people
C)  autonomous leaders
D)  opinion leaders
E)  joint decision makersF) C) and D)
G) A) and B)

Question 13

Which of the following is a reason that marketing to Hispanics has proven to be a challenge?

Accepted Answer

A)  Hispanics don't consider advertising a credible source of product information.
B)  Hispanics communities are spread out through the entire country and therefore difficult to target.
C)  The Hispanic subculture is diverse.
D)  Hispanics prefer imports to American-made products;they tend to be ethnocentric in their product preferences.
E)  Assimilation is valued and the Hispanic community finds cultural target marketing offensive.F) B) and C)
G) A) and E)

Question 14

In the VALS framework,__________ groups consist of consumers motivated by physical activity,variety,and risk.

Accepted Answer

A)  ideals-motivated
B)  rewards-and-success-motivated
C)  self-expression-motivated
D)  achievement-motivated
E)  high-and-low-resourceF) C) and D)
G) B) and D)

Question 15

High-involvement purchases typically have which of the following sets of characteristics?

Accepted Answer

A)  The item is inexpensive,widely available,or simple to use.
B)  The item is inexpensive,very safe to use,or purchased with great frequency.
C)  The item is expensive,new to the market,or recommended by influential personal sources.
D)  The item is expensive,can have serious personal consequences,or could reflect on one's social image.
E)  The item is inexpensive,new to the market,or is used for over five years.F) B) and D)
G) B) and C)

Question 16

Why would Hanes select Michael Jordan to appear in an ad campaign? How would he be a sociocultural influence on consumer behavior?

Accepted Answer

A consumer's purchases are often influen...

Question 17

Which of the following is the largest racial/ethnic subculture in the United States?

Accepted Answer

A)  Asian Americans
B)  Hispanics
C)  Caucasians
D)  African Americans
E)  Native AmericansF) A) and B)
G) C) and D)

Question 18

An external search for product information is likely to occur when

Accepted Answer

A)  the cost of gathering information is low.
B)  review of past experience provides adequate information.
C)  the risk of making a wrong purchase decision is low.
D)  the item is frequently purchased.
E)  the item is for personal use rather than for professional use.F) A) and D)
G) C) and E)

Question 19

A reference group that a person wishes to be a member of or wishes to be identified with is referred to as a(n) __________ group.

Accepted Answer

A)  preference
B)  associative
C)  aspiration
D)  assimilation
E)  integratedF) All of the above
G) A) and B)

Question 20

In the VALS framework,consumers with the least resources of any segment represent a modest market for most products and services,are loyal to favorite brands,especially if they can be purchased at a discount are referred to as __________.

Accepted Answer

A)  Strivers
B)  Believers
C)  Survivors
D)  Makers
E)  ThinkersF) C) and D)
G) B) and E)

Exam 5: Understanding Consumer Behavior

Correct Answer
verified

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,walking to the Subway shop and buying a sandwich is a __________.

Correct Answer
verified

In the VALS framework,consumers with the least resources of any segment represent a modest market for most products and services,are loyal to favorite brands,especially if they can be purchased at a discount are referred to as __________.

Correct Answer
verified

Temporal effects include

Correct Answer
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Which of the following is the largest racial/ethnic subculture in the United States?

Correct Answer
verified

A reference group that a person wishes to be a member of or wishes to be identified with is referred to as a(n) __________ group.

Correct Answer
verified

Why would Hanes select Michael Jordan to appear in an ad campaign? How would he be a sociocultural influence on consumer behavior?

Correct Answer
verified
A consumer's purchases are often influen...
View Answer

In the VALS framework,__________ groups consist of consumers motivated by physical activity,variety,and risk.

Correct Answer
verified

Your company is introducing a new line of activewear for teenagers and invites the members of the high school track team to a private display of the line.This group consists of __________ for activewear clothing.

Correct Answer
verified

Which of the following is a reason that marketing to Hispanics has proven to be a challenge?

Correct Answer
verified

Perceived risk is

Correct Answer
verified

An external search for product information is likely to occur when

Correct Answer
verified

Correct Answer
verified

How do selective perception,selective exposure,selective comprehension,and selective retention differ?

Correct Answer
verified
Perception is the process by which an in...
View Answer

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

Correct Answer
verified

In behavioral learning,a __________ is the reward that is given to a consumer.

Correct Answer
verified

High-involvement purchases typically have which of the following sets of characteristics?

Correct Answer
verified

Five situational influences have an impact on a consumer's purchase decision process.They are: __________,social surroundings,physical surroundings,temporal effects,and antecedent states.

Correct Answer
verified

Scanning your memory for previous experiences with products or brands occurs during which stage of the consumer purchase decision process?

Correct Answer
verified

Of what significance to marketing is the family life cycle?

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

Exam 5: Understanding Consumer Behavior

Correct AnswerverifiedShow Answer

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,walking to the Subway shop and buying a sandwich is a __________.

Correct AnswerverifiedShow Answer

In the VALS framework,consumers with the least resources of any segment represent a modest market for most products and services,are loyal to favorite brands,especially if they can be purchased at a discount are referred to as __________.

Correct AnswerverifiedShow Answer

Temporal effects include

Correct AnswerverifiedShow Answer

Which of the following is the largest racial/ethnic subculture in the United States?

Correct AnswerverifiedShow Answer

A reference group that a person wishes to be a member of or wishes to be identified with is referred to as a(n) __________ group.

Correct AnswerverifiedShow Answer

Why would Hanes select Michael Jordan to appear in an ad campaign? How would he be a sociocultural influence on consumer behavior?

Correct AnswerverifiedA consumer's purchases are often influen...View AnswerShow Answer

In the VALS framework,__________ groups consist of consumers motivated by physical activity,variety,and risk.

Correct AnswerverifiedShow Answer

Your company is introducing a new line of activewear for teenagers and invites the members of the high school track team to a private display of the line.This group consists of __________ for activewear clothing.

Correct AnswerverifiedShow Answer

Which of the following is a reason that marketing to Hispanics has proven to be a challenge?

Correct AnswerverifiedShow Answer

Perceived risk is

Correct AnswerverifiedShow Answer

An external search for product information is likely to occur when

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

How do selective perception,selective exposure,selective comprehension,and selective retention differ?

Correct AnswerverifiedPerception is the process by which an in...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

In behavioral learning,a __________ is the reward that is given to a consumer.

Correct AnswerverifiedShow Answer

High-involvement purchases typically have which of the following sets of characteristics?

Correct AnswerverifiedShow Answer

Five situational influences have an impact on a consumer's purchase decision process.They are: __________,social surroundings,physical surroundings,temporal effects,and antecedent states.

Correct AnswerverifiedShow Answer

Scanning your memory for previous experiences with products or brands occurs during which stage of the consumer purchase decision process?

Correct AnswerverifiedShow Answer

Of what significance to marketing is the family life cycle?

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

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Correct Answer
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A consumer's purchases are often influen...
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
Perception is the process by which an in...
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Consumers act and purchase differently a...
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