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Exam 4: Understanding Consumer Behavior

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Question 101

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If McNeil Consumer Healthcare uses the same brand name for different products such as Tylenol Cold and Flu and Tylenol P.M. based on behavioral learning theory, this strategy is an example of

A) stimulus generalization.
B) selective comprehension.
C) selective retention.
D) stimulus discrimination.
E) routine problem solving.

F) All of the above
G) A) and D)

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Question 102

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In the VALS framework, consumers motivated by self-expression desire social or physical activity, variety, and risk. One segment of the two self-expression-motivated groups, known as __________, express themselves and experience the world by working on it - growing vegetables or fixing a car.

A) Strivers
B) Experiencers
C) Believers
D) Makers
E) Survivors

F) A) and E)
G) A) and B)

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Question 103

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Rob only has 30 minutes off 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?

Women influence what percentage of new car-buying decisions?

Which stage in the consumer purchase decision process suggests criteria to use for the purchase, yields brand names that might meet the criteria, and develops consumer value perceptions?

When Betty Crocker repeatedly advertises that a cake baked from one of its mixes tastes just like homemade, it is influencing which type of learning?

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

If you hold a personal value of thriftiness, then you probably will have a favorable __________ toward automobiles with good fuel economy.

-Figure 4-2 above shows the recent ratings from independent rating agencies for selected smartphone brands and models. The columns each show a brand like Apple, Blackberry, HTC, LG, Motorola, and Samsung. These brands are referred to as the __________ when consumers use these smartphone ratings to evaluate the products.

Which of the following statements about the VALS framework is FALSE?

Consumers' purchases are often influenced by the views, opinions, or behaviors of others. Two aspects of personal influence that are important to marketers are opinion leadership and __________.

The American Floral Council used an ad that showed three flower arrangements varying in size from a single rose to a very large elaborate arrangement. The caption simply read, "Just how mad is she?" This ad relies on which of the following situational influences for its effectiveness?

Three teenage girls spent an hour at a store trying on various outfits, looking at possible combinations, and asking each other, "How do you think this looks on me?" This situation is most closely related to which of the following situational influences?

Which of the following statements about brand loyalty is most accurate?

Why would Proactiv, an acne treatments company, select Maroon 5 frontman Adam Levine to appear in an ad campaign? What kind of influence could he have on consumer behavior?

In the VALS framework, consumers who place importance on image - not as evidence of power or status, but as an expression of cultivated tastes, independence, and character - are referred to as __________.

A person's ability to perceive differences in stimuli is referred to as

Define consumer socialization.

When purchasing a tablet device, factors a consumer considers prior to purchase are called __________, which represent both the objective attributes of a brand and the subjective ones used to compare different products and brands.

Ruth, who has no children, wants to buy a special baby gift for her best friend's baby shower, which is this evening. Since she won't have any time between work and the baby shower, she must go today during her lunch break. She is planning on taking her sister with her to help make the selection. Ruth knows she will be ready to buy every baby-oriented product she sees because she wishes that she too was having a baby. Identify each of the situational influences that are described in this scenario. Which situational influence was not described?