Clemson Consumer Behavior Quiz 1 – Flashcards
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Data generated from quantitative research are considered "researcher-dependent."
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False
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A researcher measuring consumers' attitudes toward different brands on a scale of 1 to 10 is using qualitative research
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False
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A market- oriented firm stresses the importance of creating value for customers among all employees
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True
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Learning, perception, memory, and attitudes are examples of elements comprising the personality of a consumer
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False
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Price is the best indicator of value
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False
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Consumers play a role in the creation of the value offered by marketers
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True
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Consumer perception involves two phases: sensing and organizing
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False
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On his way to work, Hank passes many billboards and many ads play on the radio while he is driving, but he only sees and hears a few of them. This is an example of selective labeling
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False
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Comprehension refers to a consumer's awareness and interpretation of reality
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False
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Which of the following is NOT a discipline in which consumer behavior has roots
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accounting
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A perceptual map may help marketers develop strategies pertaining to which marketing mix element?
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product, promotion, price, placement
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Which of the following is an example of a fixed reinforcement schedule?
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Delta Sky Miles gives a free flight every 35,000 miles earned
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A "slow" fast food restaurant represents:
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low utilitarian value, low hedonic value
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Hannah believes that Mac computers are better than Windows because they are not as vulnerable to computer viruses. This thinking or mental process that Hannah is engaged in represents:
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perception
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which of the following represents the value equation?
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value=what you get-what you give
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Every Disney employee is trained to be a host or hostess with the express goal of making sure all guests feel good when they are in Disney parks. Which is the following refers to the feelings visitors experience while they are in the parks and also long after they've left?
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Affect
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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 3D TV. Data was collected from 3,000 consumers using a structured questionnaire. Which type of research does this represent?
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quantitative
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____________________ value is derived from a product that helps a consumer solve problems and accomplish taks
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Utilitarian
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Many store brand packages look similar to national name brand packages. This is done with the hope that consumers' awareness of and interpretation of the package design might lead them to think the less expensive store brand is just as good as the more expensive name brand. This is an attempt to influence consumers':
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perception
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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?
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Qualitative research
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Which is the following is an external influence on consumer value?
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social influences
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which of the following is used to depict graphically the positioning of competing products?
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perceptual map
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When consumers attempt to organize information, which possible reactions may occur?
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assimilation, accommodation, or contrast
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A company embracing differentiated marketing will:
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serve multiple market segments each with a unique product offering
