Question 1

_____________ may be defined as the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped.

Accepted Answer

A)  Mobility
B)  Stratification
C)  Culture
D)  Social class
E)  ValuesF) A) and C)
G) B) and D)

Question 2

Scanning memory for previous experiences and also exploring the external environment represent which stage of the consumer purchase decision process?

Accepted Answer

A)  purchase decision
B)  information search
C)  problem recognition
D)  alternative evaluation
E)  financial considerationF) All of the above
G) C) and E)

Question 3

A movie theater owner embedded brief messages during trailers before showing the feature film. The messages, which flashed on the screen for such a short time that moviegoers were not consciously aware of them, urged consumers to "Drink Coke" and to "Eat Popcorn," encouraging them to visit the snack lobby. Research has shown what about such messages?

Accepted Answer

A)  Selective perception overrides advertising messages.
B)  Selective exposure is difficult for marketers to surmount.
C)  Subliminal messages have limited effects on behavior.
D)  Subliminal perception enables marketers to motivate consumers to take an action.
E)  Subliminal messages were deemed illegal by the Federal Trade Commission at the time these were shown in the movie theater.F) D) and E)
G) C) and D)

Question 4

Situational influences refer to

Accepted Answer

A)  the five aspects of the purchase situation that impact the consumer purchase decision process: purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states.
B)  the temporary impediments to a consumer's purchase decision.
C)  psychological concepts that are useful for interpreting buying processes and directing marketing efforts.
D)  the feelings of postpurchase anxiety that can arise from a number of different factors including social surroundings, physical surroundings, psychological effects, and precedent states.
E)  both the objective and subjective attributes a consumer uses to compare different products and brands.F) C) and D)
G) D) and E)

Question 5

In marketing, advertisements or salespeople can activate a consumer's purchase decision process by

Accepted Answer

A)  creating a sense of fear or guilt.
B)  manipulating a customer's want into a need.
C)  promising product attributes that exceed the actual product potential.
D)  showing the shortcomings of competing (or currently owned)  products.
E)  shifting the consumer's focus from internal search to external search.F) A) and D)
G) All of the above

Question 6

Jamie goes shopping with a friend and notices her friend's durable ripstop nylon wallet. She thinks of her own worn wallet and realizes she needs a new one. In which stage of the consumer purchase decision process was Jamie when she had this realization?

Accepted Answer

A)  information search
B)  problem recognition
C)  purchase behavior
D)  alternative evaluation
E)  prepurchase cognitionF) D) and E)
G) All of the above

Question 7

In behavioral learning, a need that moves an individual to action is

Accepted Answer

A)  a drive.
B)  a cue.
C)  an attitude.
D)  a response.
E)  a reinforcement.F) A) and D)
G) A) and C)

Question 8

Consumers accompanied by children

Accepted Answer

A)  purchase twice as much as they normally would if shopping with other adults.
B)  purchase about 40 percent more than when shopping alone.
C)  purchase 40 less than they normally would if shopping with their spouses.
D)  spend 40 percent less than when shopping alone.
E)  spend exactly the same amount as when shopping alone.F) B) and D)
G) None of the above

Question 9

The Martinez family is considering a vacation. Dad wants to stay home this year and use the money for home repairs. His mom who lives with them wants to visit relatives in New York. Dad asks his mother to determine the cost of a trip to New York and if they could stay with relatives while there. Mom and their daughter want to go to a beach. Which of the following sentences best describes the roles each family member played in making this decision?

Accepted Answer

A)  There is no family member serving as an information gatherer.
B)  The mother and the grandmother only played the role of influencer.
C)  The females in the family only play two roles-users and influencers.
D)  Since the father will make the final vacation decision, he has taken on all of the roles.
E)  The grandmother plays the roles of user, influencer, and information gatherer.F) C) and D)
G) D) and E)

Question 10

If a consumer tries a new coffee drink at Starbuck and hates it, which variable of behavioral learning has been ineffective?

Accepted Answer

A)  reinforcement
B)  achievement
C)  drive
D)  cue
E)  responseF) A) and E)
G) B) and E)

Question 11

Staying at a luxury hotel would be found in what level of the Maslow hierarchy of needs?

Accepted Answer

A)  physiological
B)  self-actualization
C)  personal
D)  safety
E)  socialF) C) and D)
G) B) and C)

Question 12

The process of developing automatic responses to a situation built up through repeated exposure to it is referred to as

Accepted Answer

A)  perceptual learning.
B)  retentive learning.
C)  functional learning.
D)  motivated learning.
E)  behavioral learning.F) B) and E)
G) A) and E)

Question 13

An attitude refers to

Accepted Answer

A)  a person's consistent behaviors or responses to recurring situations.
B)  the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.
C)  a consumer's subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people.
D)  the feelings one has about the preferable modes of conduct that tend to persist over time.
E)  a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.F) A) and D)
G) B) and C)

Question 14

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

Accepted Answer

A)  cue
B)  demotivator
C)  motivator
D)  response
E)  stimulusF) A) and C)
G) A) and B)

Question 15

Firms such as Ford and Frito-Lay have learned which of the following marketing lessons?

Accepted Answer

A)  It is a lot easier to find new customers than to retain existing ones.
B)  According to research, it is equally costly to acquire new customers and retain existing ones.
C)  Existing customers do not spend as much as new customers since the former like the old products rather than the new ones new customers like.
D)  The buying experience, customer satisfaction, and customer retention can increase a firm's profits.
E)  Unless a marketing promotion to retain customer loyalty can increase market share by at least 5 percent, it is not worth the expenditure.F) B) and D)
G) B) and C)

Question 16

In behavioral learning, __________ is a stimulus or symbol perceived by consumers.

Accepted Answer

A)  a drive
B)  a cue
C)  an attitude
D)  a response
E)  a reinforcementF) A) and D)
G) A) and B)

Question 17

Recall the famous experiment when Dr. Pavlov presented salivating dogs with food at the same time he rang a bell. Eventually, when Pavlov only rang the bell, the dogs would still salivate even though food was not presented. What consumer behavior principle was involved in this research?

Accepted Answer

A)  cognitive learning
B)  the scientific method
C)  behavioral learning
D)  attitude formation
E)  cognitive dissonanceF) B) and D)
G) B) and C)

Question 18

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

Accepted Answer

A)  an associative
B)  an aspiration
C)  a dissociative
D)  a reference
E)  an involvementF) C) and D)
G) A) and E)

Question 19

Subliminal perception refers to

Accepted Answer

A)  the process of seeing or hearing messages without being aware of them.
B)  a person's innate ability to read nonverbal cues such as body language and facial expressions.
C)  the ability of a person to understand the allegorical meanings behind words, sentences, or paragraphs communicated in writing or speech.
D)  the process of being brainwashed to the point of acting in a way that is contrary to or inconsistent with one's normal behavior.
E)  the inability of a person to communicate due to lack of background knowledge or experience.F) A) and B)
G) None of the above

Question 20

Rob only has 30 minutes for lunch, so he typically goes somewhere within a block or two of his building and is careful about what he orders. This is an example of which situational influence in the purchase decision process?

Accepted Answer

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

Exam 5: Understanding Consumer Behavior

_____________ may be defined as the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped.

Correct Answer
verified

Scanning memory for previous experiences and also exploring the external environment represent which stage of the consumer purchase decision process?

Correct Answer
verified

Subliminal perception refers to

Correct Answer
verified

Jamie goes shopping with a friend and notices her friend's durable ripstop nylon wallet. She thinks of her own worn wallet and realizes she needs a new one. In which stage of the consumer purchase decision process was Jamie when she had this realization?

Correct Answer
verified

In marketing, advertisements or salespeople can activate a consumer's purchase decision process by

Correct Answer
verified

The process of developing automatic responses to a situation built up through repeated exposure to it is referred to as

Correct Answer
verified

Rob only has 30 minutes for lunch, so he typically goes somewhere within a block or two of his building and is careful about what he orders. This is an example of which situational influence in the purchase decision process?

Correct Answer
verified

In behavioral learning, a need that moves an individual to action is

Correct Answer
verified

Recall the famous experiment when Dr. Pavlov presented salivating dogs with food at the same time he rang a bell. Eventually, when Pavlov only rang the bell, the dogs would still salivate even though food was not presented. What consumer behavior principle was involved in this research?

Correct Answer
verified

Consumers accompanied by children

Correct Answer
verified

Correct Answer
verified

Firms such as Ford and Frito-Lay have learned which of the following marketing lessons?

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

If a consumer tries a new coffee drink at Starbuck and hates it, which variable of behavioral learning has been ineffective?

Correct Answer
verified

Staying at a luxury hotel would be found in what level of the Maslow hierarchy of needs?

Correct Answer
verified

In behavioral learning, __________ is a stimulus or symbol perceived by consumers.

Correct Answer
verified

An attitude refers to

Correct Answer
verified

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

Correct Answer
verified

Situational influences refer to

Correct Answer
verified

Exam 5: Understanding Consumer Behavior

_____________ may be defined as the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped.

Correct AnswerverifiedShow Answer

Scanning memory for previous experiences and also exploring the external environment represent which stage of the consumer purchase decision process?

Correct AnswerverifiedShow Answer

Subliminal perception refers to

Correct AnswerverifiedShow Answer

Jamie goes shopping with a friend and notices her friend's durable ripstop nylon wallet. She thinks of her own worn wallet and realizes she needs a new one. In which stage of the consumer purchase decision process was Jamie when she had this realization?

Correct AnswerverifiedShow Answer

In marketing, advertisements or salespeople can activate a consumer's purchase decision process by

Correct AnswerverifiedShow Answer

The process of developing automatic responses to a situation built up through repeated exposure to it is referred to as

Correct AnswerverifiedShow Answer

Rob only has 30 minutes for lunch, so he typically goes somewhere within a block or two of his building and is careful about what he orders. This is an example of which situational influence in the purchase decision process?

Correct AnswerverifiedShow Answer

In behavioral learning, a need that moves an individual to action is

Correct AnswerverifiedShow Answer

Recall the famous experiment when Dr. Pavlov presented salivating dogs with food at the same time he rang a bell. Eventually, when Pavlov only rang the bell, the dogs would still salivate even though food was not presented. What consumer behavior principle was involved in this research?

Correct AnswerverifiedShow Answer

Consumers accompanied by children

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Firms such as Ford and Frito-Lay have learned which of the following marketing lessons?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

If a consumer tries a new coffee drink at Starbuck and hates it, which variable of behavioral learning has been ineffective?

Correct AnswerverifiedShow Answer

Staying at a luxury hotel would be found in what level of the Maslow hierarchy of needs?

Correct AnswerverifiedShow Answer

In behavioral learning, __________ is a stimulus or symbol perceived by consumers.

Correct AnswerverifiedShow Answer

An attitude refers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Situational influences refer to

Correct AnswerverifiedShow Answer

Correct Answer
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