Question 1

You are sleepy before your 8 a.m. class and you notice the Starbucks on the walk to school. You stop for a drink and purchase something new that you really enjoy. The next day you do the same, and soon this has become a habit. This process is an example of

Accepted Answer

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

Question 2

VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, consumers motivated by ______ are guided by knowledge and principles.

Accepted Answer

A)  ideals
B)  achievement
C)  self-expression
D)  Survivors
E)  InnovatorsF) A) and B)
G) B) and D)

Question 3

Customer satisfaction is an important focus for marketers because

Accepted Answer

A)  marketing research is an expensive proposition; the fewer times it needs to be done, the better off the company is.
B)  the financial value of a satisfied, loyal customer over time can be significant.
C)  consumers are unable to assess it by themselves.
D)  attracting new customers is easier than keeping old ones.
E)  a 50 percent increase in customer retention can increase a company's profits by 5 percent.F) None of the above
G) C) and D)

Question 4

The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences is referred to as

Accepted Answer

A)  a negative antecedent state.
B)  perceived risk.
C)  temporal uncertainty.
D)  spatial uncertainty.
E)  a positive precedent state.F) A) and D)
G) D) and E)

Question 5

In the VALS framework, consumers whose energy finds outlets in exercise, sports, outdoor recreation, and social activities are referred to as

Accepted Answer

A)  Believers.
B)  Strivers.
C)  Achievers.
D)  Makers.
E)  Experiencers.F) D) and E)
G) A) and E)

Question 6

The third stage in the consumer purchase decision process involves evaluating brands in the consideration set based on the evaluative criteria (both objective and subjective)  identified during the information search step for the ultimate decision. What is this stage called?

Accepted Answer

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

Question 7

Sanaa recently made partner at her law firm, and she is rewarding herself with the purchase of a new car. She told a co-worker, "The Volvo has nine airbags but the Cadillac drives so smoothly." Sanaa is currently in which stage of the purchase decision process?

Accepted Answer

A)  problem recognition
B)  information search
C)  alternative evaluation
D)  purchase decision
E)  postpurchase evaluationF) B) and D)
G) None of the above

Question 8

State Farm insurance products 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) A) and C)
G) C) and E)

Question 9

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 E)
G) A) and D)

Question 10

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

Accepted Answer

A)  competitive offerings
B)  motivation
C)  core values
D)  brand loyalty
E)  social surroundingsF) B) and E)
G) A) and E)

Question 11

In terms of consumer involvement and product knowledge, which of the following involves all five stages of the purchase decision process and considerable time and effort?

Accepted Answer

A)  consideration set
B)  routine problem solving
C)  limited problem solving
D)  extended problem solving
E)  integrated problem solvingF) A) and B)
G) B) and C)

Question 12

The purchase of bottled water is a low-involvement purchase. How can a market leader such as Perrier keep people buying its brand instead of one of the numerous other brands displayed on retailers' shelves?

Accepted Answer

A)  Avoid Perrier brand stock-outs on retailers' shelves.
B)  Make the purchase decision a high-involvement one.
C)  Offer coupons for Perrier bottled water.
D)  Convince retailers to offer only Perrier water.
E)  Denigrate its competition.F) None of the above
G) B) and E)

Question 13

At times firms try to _________________________ to stimulate problem recognition.

Accepted Answer

A)  avoid appealing to physiological needs
B)  avoid appealing to safety needs
C)  avoid appealing to social needs
D)  avoid appealing to personal needs
E)  arouse multiple needsF) B) and E)
G) B) and D)

Question 14

When General Mills repeatedly advertises that a cake baked from a Betty Crocker mix tastes just like homemade, it is influencing which type of learning?

Accepted Answer

A)  stimulus discrimination
B)  brand loyalty
C)  cognitive learning
D)  stimulus generalization
E)  behavioral learningF) A) and B)
G) C) and D)

Question 15

Anheuser-Busch's agricultural products division sells eight varieties of California-grown rice, each with a different Asian label to cover a range of nationalities and tastes. Anheuser-Busch is recognizing the diversity of the Asian American _____________ in the United States.

Accepted Answer

A)  agricultural trends
B)  influence
C)  entrepreneurialism
D)  subculture
E)  assimilationF) A) and E)
G) A) and D)

Question 16

Which of the following statements about how women buy cars today is most accurate?

Accepted Answer

A)  For women, safety is about features that would help survive an accident.
B)  Women have definite likes or dislikes when buying a car, but they don't feel comfortable expressing their opinions.
C)  When it comes to the actual purchase process, women are more adept negotiators than men.
D)  Women care more about exterior styles and lines and men are more concerned with cargo space and gas mileage.
E)  Women usually shop one dealership before making a decision and men usually shop three.F) B) and E)
G) C) and D)

Question 17

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) B) and E)
G) All of the above

Question 18

At the __________ of the consumer purchase decision process, a consumer compares the product with his or her expectations and is either satisfied or dissatisfied.

Accepted Answer

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

Question 19

Women make what percentage of new-car buying decisions?

Accepted Answer

A)  15 percent
B)  30 percent
C)  45 percent
D)  60 percent
E)  80 percentF) B) and E)
G) C) and E)

Question 20

In the VALS framework, consumers with fewer resources who are practical people, have constructive skills, value self-sufficiency, and are unimpressed by material possessions except those with a practical or functional purpose are referred to as

Accepted Answer

A)  Experiencers.
B)  Thinkers.
C)  Makers.
D)  Believers.
E)  Strivers.F) A) and C)
G) B) and C)

Exam 5: Understanding Consumer Behavior

The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences is referred to as

Correct AnswerverifiedShow Answer

When General Mills repeatedly advertises that a cake baked from a Betty Crocker mix tastes just like homemade, it is influencing which type of learning?

Correct AnswerverifiedShow Answer

In the VALS framework, consumers with fewer resources who are practical people, have constructive skills, value self-sufficiency, and are unimpressed by material possessions except those with a practical or functional purpose are referred to as

Correct AnswerverifiedShow Answer

Women make what percentage of new-car buying decisions?

Correct AnswerverifiedShow Answer

The third stage in the consumer purchase decision process involves evaluating brands in the consideration set based on the evaluative criteria (both objective and subjective) identified during the information search step for the ultimate decision. What is this stage called?

Correct AnswerverifiedShow Answer

Anheuser-Busch's agricultural products division sells eight varieties of California-grown rice, each with a different Asian label to cover a range of nationalities and tastes. Anheuser-Busch is recognizing the diversity of the Asian American _____________ in the United States.

Correct AnswerverifiedShow Answer

In terms of consumer involvement and product knowledge, which of the following involves all five stages of the purchase decision process and considerable time and effort?

Correct AnswerverifiedShow Answer

The purchase of bottled water is a low-involvement purchase. How can a market leader such as Perrier keep people buying its brand instead of one of the numerous other brands displayed on retailers' shelves?

Correct AnswerverifiedShow Answer

At the __________ of the consumer purchase decision process, a consumer compares the product with his or her expectations and is either satisfied or dissatisfied.

Correct AnswerverifiedShow Answer

Customer satisfaction is an important focus for marketers because

Correct AnswerverifiedShow Answer

In the VALS framework, consumers whose energy finds outlets in exercise, sports, outdoor recreation, and social activities are referred to as

Correct AnswerverifiedShow Answer

At times firms try to _________________________ to stimulate problem recognition.

Correct AnswerverifiedShow Answer

VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, consumers motivated by ______ are guided by knowledge and principles.

Correct AnswerverifiedShow Answer

Which of the following statements about how women buy cars today is most accurate?

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

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

Correct AnswerverifiedShow Answer

Sanaa recently made partner at her law firm, and she is rewarding herself with the purchase of a new car. She told a co-worker, "The Volvo has nine airbags but the Cadillac drives so smoothly." Sanaa is currently in which stage of the purchase decision process?

Correct AnswerverifiedShow Answer

State Farm insurance products would be found in what level of the Maslow hierarchy of needs?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

You are sleepy before your 8 a.m. class and you notice the Starbucks on the walk to school. You stop for a drink and purchase something new that you really enjoy. The next day you do the same, and soon this has become a habit. This process is an example of

Correct AnswerverifiedShow Answer

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