question

A "slow" fast food restaurant represents:

answer

a low utilitarian value and a low hedonic value

question

Hannah believes that Mac computers are better than Windows-based computers because they are not as vulnerable to computer viruses. This thinking or mental process that Hannah is engaged in represents which psychological element?

answer

cognition

question

All of the following are elements of the marketing mix EXCEPT:

answer

planning

question

Which of the following represents the value equation?

answer

Value= what you get - what you give

question

Every Disney employee is thought of and trained to be a host or hostess with the express goal of making sure all guests feel good when they are there. Which of the following refers to the feelings visitors experience while they are there and long after they've left?

answer

affect

question

Which of the following is NOT a discipline in which consumer behavior has roots?

answer

accouting

question

Which of the following is an example of a fixed reinforcement schedule?

answer

Delta Sky Miles gives a free flight every 35,000 miles earned

question

Comprehension refers to a consumer's awareness and interpretation of reality.

answer

False

question

Consumer perception involves two phases: sensing and organizing

answer

False

question

All things equal, a consumer is more likely to pay attention to stronger stimuli than to weaker stimuli.

answer

True

question

The act of consumption cannot provide both utilitarian and hedonic value at the same time.

answer

False

question

The core concept of consumer behavior is value.

answer

True

question

Consumers play a role in the creation of the value offered by marketers.

answer

True

question

Kayla is engaged in research that seeks to explain the inner meanings and motivations associated with purchasing clothing. She records and analyzes the words that consumers use to describe events and observes shoppers in stores. From that, she develops an understanding of what motivates shoppers. What type of research is Kayla performing?

answer

qualitative research

question

Community Trust Bank is analyzing its customer data to determine if groups other than simply consumer and business customers can be identified. It is looking at the frequency of branch visits, use of ATMs, online banking activity, loan activity, and account balances for each customer. The bank has identified three groups of customers based on these factors and is considering offering different products to better meet the needs of each group. What marketing concept do these different groups of customers represent?

answer

market segmentation

question

When consumers fail to attach meaning to certain stimuli that are not personally relevant, this is known as:

answer

selective perception

question

When customers in a restaurant interact with the wait staff, what are those interactions called?

answer

touchpoints

question

Black & Decker is well known for power tools. However, if the company thinks of itself merely as a power tool company instead of a company that delivers the benefits users want, it could be taking a short-sighted focus of its business. If a technologically-advanced device is developed that could replace the need for power tools to deliver those benefits, this company could go out of business. That is, Black & Decker could suffer from:

answer

marketing myopia

question

A consumer research study analyzes the factors, such as age, income, and stage of family life cycle, predicting a consumer's likelihood to purchase a 3-D television. Data were collected from 3,000 consumers using a structured questionnaire. Which type of research does this represent?

answer

quantitative

question

A company embracing differentiated marketing will:

answer

serve multiple market segments each with a unique product offering

question

Tom goes to the grocery store to buy snacks for his tailgating party. When in the chips aisle, Tom sees a sign next to the Doritos that says "2 for 1." Tom understands that this marketing message means that Doritos are on sale, and he can buy two bags for the price of one. Tom's understanding demonstrates which step in the perception process?

answer

comprehension

question

_____ represents the process by which goods, services, and ideas are used and transformed into value.

answer

consumption

question

The final step in the consumption process is satisfaction.

answer

False

question

A market-oriented firm stresses the importance of creating value for customers among all employees.

answer

True

question

Data generated from quantitative research are considered "researcher-dependent."

answer

False

question

Human motivations are oriented towards two key groups of behavior: homeostasis and self-improvement.

answer

True

question

PANAS measures of emotions include physiological responses such as sweating and heart rate.

answer

False

question

"Emotional labor" is performed by service workers who must overtly manage their own emotional displays as part of the requirements for their job.

answer

True

question

Due to rising commodity costs, food companies like Kraft and McDonald's are raising prices. For some of the products, the price increases were big enough that some consumers noticed the price increase. Apparently, these companies exceeded what point?

answer

just noticeable difference

question

Which of the following is typology that assesses consumer psychographics?

answer

VALS

question

Energizer batteries used to feature the Energizer Bunny in television commercials, often in unexpected ways to catch viewers off-guard. Commercials seem to be boring commercials about a fake brand of a mundane product, when all of a sudden the Energizer Bunny would come on the screen banging a drum. After awhile though, consumers had been exposed to the commercial so many times that they began to expect the bunny to march into the picture beating his drum so they tended to tune the commercial out. Consumer's response to this over-exposure represents the process of:

answer

habituation

question

Margo like to shop online, try new products, and seek information about products. She is usually the first among her friends to buy new electronic products. Which personality trait best describes Margo?

answer

innovativeness

question

Harley Davidson is portrayed as a rugged, exciting brand. These dimensions make up Harley Davidson's:

answer

brand personality

question

Emotions are considered _____ because they involve both psychological processing and physical responses.

answer

psychobiological

question

The Miller family is building a new house, so they have to get involved in decisions such as plumbing fixtures, flooring, and appliances. They don't really know much about these products and they don't care to know much about them. However, for these purchases they do get involved by visiting showrooms, searching the internet, and looking at other sources of information. Which type of involvement does this represent?

answer

situational involvement

question

Personality is made up of all the emotions consumers experience.

answer

False

question

PRIZM is a technique used to measure geodemographics of consumers.

answer

True

question

It is usually enough for consumer researchers to consider demographic variable in isolation from other variables, such as psychographics.

answer

False

question

Most consumers in the United States have a schema representing a wedding that has the bride coming down the aisle with her father, who gives her to the waiting groom. After the ceremony, the groom then kisses the bride. A schema representing an event such as a wedding is called a:

answer

script

question

Coca-Cola is an _____ of the soft drink product category because it is the brand within the soft drink schema that is the single best representative of that category.

answer

exemplar

question

Disney tries to create a magical experience for guests visiting its parks and resorts. The company knows that positive emotions can become stored as part of the meaning visitors have for Disney, and the company wants consumers to come back again and again. Positive emotion that becomes stored as part of the meaning of Disney for consumers is called:

answer

schema-based affect

question

_____ refers to the personal relevance toward, or interest in, a particular product.

answer

involvement

question

_____ refers to a change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes a reaction.

answer

classical conditioning

question

_____ is the totality of thoughts, emotions, intentions, and behaviors that a person exhibits consistently.

answer

personality

question

A network of mental pathways linking knowledge within memory is called an:

answer

associative network

question

Kayli was going to have a baby and was upset when the nurse attending to her had purple hair, tattoos, and a pierced nose. She didn't seem to fit the type of person Kayli expected in this environment, which means the nurse did not match Kayli's _____ for a nurse.

answer

social schema

question

Which theory proposes that much of consumer behavior can be explained by the match between a consumer's self-concept and the image of typical users of a product.

answer

self-congruency theory

question

The best way to really learn something is to repeat it over and over.

answer

False

question

A schema represents a consumer's entire associative network.

answer

False

question

The process of comprehension is influenced very little by internal factors within the consumer.

answer

False

question

According to the ABC approach to attitudes, attitudes are made up of three important components. When an individual thinks, "This car gets good gas mileage," which ABC component has taken place?

answer

cognition

question

Which of the following is NOT one of the "Nine Nations of North America"?

answer

All are included

question

According to Gilbert's social stratification classifications, _____ are considered to be the highest social class (most education/income) and _____ are the lowest (least education/income).

answer

capital class, under class

question

On the first day of a new semester of classes, you notice a student very noisily eating potato chips during class. The student is disrupting the lecture, and you notice many fellow students nearby giving him annoyed looks. The professor asks the student to save the chips for after class. The reaction to the fellow students and professor is an example of a:

answer

cultural sanction

question

The video clip in class about Appalachia focused mostly on the influence that this microculture has on:

answer

language

question

According to the Elaboration Likelihood Model of persuasion, the term "elaboration" refers to what?

answer

the degree to which the message recipient thinks about product-related arguments and information within the ad

question

Brand X is inexpensive, but it is not very durable. Assume that research has shown that consumers care more about low price than durability. According to the Fishbein Model, which of the following would be the best strategy for Brand X to help consumers form positive attitudes about their products?

answer

Emphasize their low price through advertising

question

The elaboration likelihood model proposes two routes to persuasion. The _____ route used with high message involvement and the _____ route is used with low message involvement.

answer

central route and peripheral route

question

Ken is purchasing a new computer for his family. To make this purchase, he learns as much as he can about computers and then decides which one he likes based on that information. Only then will he actually purchase a computer. According to the hierarchy of effects approach to attitudes, which hierarchy best describes Ken's actions?

answer

high involvement

question

A company that targets a particular cohort is using age-based segmentation.

answer

False

question

Most teens worldwide have similar political and religious ideals.

answer

False

question

The "Big 3" microcultures in the U.S. are Asians, African-Americans, and Italians.

answer

False

question

In the attitude-toward-the-object (ATO) model, the belief ratings (b) do not vary across the brands under consideration.

answer

False

question

Weak attitudes is one possible cause of attitude-behavior inconsistency.

answer

True

question

According to the match-up hypothesis, it would make sense for a super model to advertise cosmetics.

answer

True

question

Jill, an American, recently moved to Germany. She is slowly learning German culture, a process which is called assimilation.

answer

False

question

Generally, Western societies tend to be more collectivist, whereas Eastern nations tend to be more individualist.

answer

False

question

Culture is a learned process.

answer

True

question

_____ is a socialization process by which consumers' behaviors slowly adapt to a culture through a series of rewards and sanctions.

answer

shaping

question

The phenomenon in which consumers choose membership in microcultures in an effort to stand out or define themselves from the crowd is called:

answer

divergence

question

The speculation that teenagers around the world are more similar to each other than to people from other generations in the same culture is called:

answer

world teen culture

question

Mitch is a sales representative for Caterpillar, the world's largest manufacturer of heavy equipment. He is moving to China because of the rapid expansion in that country and the opportunity it offers Caterpillar. He is undergoing extensive training, however, because business is conducted differently in China compared to the U.S. For example, Mitch is learning that business relationships are backed by reciprocity, or doing each other favors. This cultural norm is known as:

answer

guanxi

question

Humor appeal is a _____, and endorser attractiveness is a _____.

answer

message effect, source effect

question

The behavioral intentions attitude model is also known as:

answer

The theory of reasoned action

question

Katrina's culture is one that sees equality amongst people of authority and others within society. According to Hofstede, this is the cultural value of _____.

answer

power distance

question

A relevant group is a group of individuals who has significant relevance for a consumer and who has an impact on the consumer's evaluations, aspirations, and behavior.

answer

False

question

Social ties in secondary groups are very strong.

answer

False

question

Social power can be classified into three categories: natural, imagined, and earned.

answer

False

question

When consumers make a decision regarding which laptop computer to purchase, they consider things such as hard dick size, speed, weight, screen size, and so on and the benefits received from each of these features. These attributes, features, and benefits form the consumer's _____ when comparing alternatives.

answer

evaluative criteria

question

_____ occurs when an individual yields to the attitudes and behaviors of other consumers.

answer

Conformity

question

Which of the following consists of product alternatives that are top of mind for consideration in decision making?

answer

evoked set

question

According to research, what is the relationship between product knowledge and amount of search?

answer

people with a medium amount of product knowledge search the most

question

Lance is trying to be the top salesperson in his company because he wants the increased income and the recognition he'll receive for achieving that goal. Which type of power in influencing Lance's behavior?

answer

reward power

question

Which psychologist is famous for his experiment involving three lines, which demonstrated the prevalence of conformity in humans?

answer

Asch

question

Many consumers shop at Wal-Mart every week even though they don't really like shopping there. They don't have any real attachment to the store, it's just that they don't want to pay higher prices elsewhere. Which of the following best describes this phenomenon of repeatedly shopping at a store without a commitment or attachment to the store?

answer

brand inertia

question

The term _____ is sometimes used to refer to the physical characteristics that make up a retail environment, such as in-store displays, window signs, music, and lighting.

answer

atmospherics

question

Which of the following was NOT a heuristic that we discussed in class and was on your handout?

answer

frequency heuristic

question

In general, consumers perceive that information from commercial sources is just as credible as information from family and friends.

answer

False

question

The rational decision-making perspective fits very well with the concept of utilitarian value.

answer

True

question

Physical risk is the type of risk associated with how other consumers will view the purchase.

answer

False

question

Running an ad when shoppers are most receptive to the message is known as:

answer

advertiming

question

Which decision-making perspective assumes that consumers diligently gather information about purchases, carefully compare various brands of products on salient attributes, and make informed decisions regarding what band to buy?

answer

rational decision making perspective

question

Vince is really into cars and seeks out information on cars simply because he is interested in them. Which type of search does this represent?

answer

ongoing search

question

On her weekly grocery shopping trips, Anna buys orange juice for her family. She always seeks information regarding price and also looks at packaging while evaluating orange juice brands. She usually chooses Tropicana, but is open to other alternatives. Which type of decision making is Anna using for this product?

answer

limited decision making

question

A dissociative group is a group:

answer

to which a consumer does not want to belong

question

Using online technologies to facilitate WOM by having consumers spread marketing messages by forwarding emails to their friends is known as:

answer

viral marketing

question

Situational influences can be classified into one of two categories: utilitarian and hedonic.

answer

False

question

Epistemic shopping activities are oriented toward a specific, intended purchase or purchases.

answer

False

question

Heuristics are used to make better, more optimal purchase decisions.

answer

False

question

Value plays a role in the postconsumption process.

answer

True

question

One suggestion for handling consumer complaints is to defend the company's wrongdoing.

answer

False

question

All consumer misbehavior is illegal.

answer

False

question

A teleological evaluation occurs when a consumer asks him or herself, "is this action 'right'?"

answer

False

question

Complete the following quote from Russell (2011) that was discussed in class: "A _____ is what you are selling; a _____ is what the customer is looking for."

answer

feature; benefit

question

Rocco's Seafood restaurant claims to have the "best shrimp in town!" This is an example of:

answer

puffery

question

Many consumer researchers propose that consumers cognitively compare their own level of inputs and outcomes to those of another party in an exchange. Which theory are these researchers advocating?

answer

equity theory

question

Henry is faced with an ethical decision and asks himself, "is this action 'right'?" Which type of evaluation does this illustrate?

answer

deontological

question

In which of the following conditions is a consumer more likely to experience cognitive dissonance?

answer

the decision is difficult to reverse

question

Gwen was not satisfied with her last visit to Starbucks and she attributed the cause to other customers that were present while she was there. Which element of attribution theory does the represent?

answer

locus

question

Tess is comparing dishwashers and has decided to select the brand that she believes is the quietest, which is the most important attribute for her. Which decision rule is Tess using?

answer

lexicographic

question

Penny bought a dress to wear to a wedding. She didn't cut the price tag out, and the day after the wedding, she took the dress back to the store where she purchased it and returned it for her money back. Penny's behavior is called:

answer

retail borrowing/deshopping

question

David is selling a set of knives that is very expensive for the entire set. One tactic he uses is to ask people to try the paring knife and then ask them to purchase it for $5.00. Then he asks them to try other knives until he eventually works up to asking consumers to purchase the entire set of knives. Which selling technique is David using?

answer

foot-in-door technique

question

Which of the following is an underlying attribute of an automobile?

answer

new car smell

question

For the FTC to consider an ad to be deceptive, which of the following must occur?

answer

both b and c

question

Determinant criteria remain constant across all buying situations.

answer

False

question

Perceptual attributes are not easily recognized.

answer

False

question

Which of the following describes the idea that perfectly rational decisions are not always feasible due to constraints found in information processing?

answer

bounded rationality

question

Meg went to a local nail salon for a pedicure, and got a nail infection on her left foot the next day. She didn't go back to the shop to complain, but she told all of her friends about it and said never to go there. One of her friends suggested she should go back there and complain and demand compensation for her medical expenses and at least get her money back for the pedicure. Meg was just disgusted and didn't even want to go back there to complain. If she ever decides to get another pedicure, she certainly won't go back to that shop. Why might the nail shop want Meg to complain about her problem as a result of their service?

answer

Meg's complaint will be a vulnerable source of information if the shop does not know customers are getting infections after their services

question

Which president signed the Consumer Bill of Rights?

answer

President Kennedy

question

The De Beers diamond company advises men to spend two months salary for a diamond engagement ring for their beloved because "A Diamond is forever", interestingly, diamond engagement rings didn't have much meaning in the United States prior to 1930 or so. Therefore, diamond engagement rings derive their value from culture, which is a process called:

answer

meaning transference

question

What is the difference between consumer misbehavior and consumer problem behavior?

answer

Consumer misbehavior describes behavior deliberately harmful to another party in an exchange process, whereas consumer problem behavior refers to behaviors that are seemingly outside of a consumer's control.

question

The Consumer Bill of Rights includes all of the following EXCEPT:

answer

the right to fair prices

question

Satisfaction is an emotion that usually creates strong behavioral reactions.

answer

False

question

Attribution theory proposes that consumers enter into a consumption experiences with predetermined cognitive expectations of a product's performance.

answer

False

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