Hi Chris, please give me an update on consumers behavior questions
Hi Chris, please give me...
Hi Chris, please give me an update on consumer's behavior questions below submitted few days ago:
1. The XYZ Company has decided to run an ad that shows its
product and a competitor's product. The competitor's product
isn't as good as that of XYZ. What technique is XYZ using
in this ad?
A. Retrieval set
B. Evoked set
C. Attraction effect
D. Evaluation effect
2. Alfred and his wife, Lynn, both work full time. They have two
young children and are active in supporting their church.
According to this description, you would expect Alfred and Lynn
to have _______ time.
A. little nondiscretionary C. much discretionary
B. little discretionary D. much leisure
3. You and your family are in the process of purchasing your first home. You expect to live in
this home for the remainder of your life. Therefore, finding the perfect home is important to
you. What process will you most likely use?
A. Noncompensatory evaluation strategy C. Limited problem solving
B. Compensatory evaluation strategy D. Extended problem solving
4. A small group of consumers purchase things they don't need and don't even want just to
feel better about themselves. This situation is known as
A. compulsive consumption. C. expectancy disconfirmation.
B. negative reinforcement. D. consumption ritualization.
5. Herbert's car is four years old. Because he believes cars begin to have problems after
three years, he's very interested in a new car. Herbert recognizes a need for a new car
because the age of his car differs enough from his _______ state.
A. perceived C. ideal
B. actual D. desired
6. Manuel is buying a new camera. He has decided that price, size, and quality are the three
main attributes. If all the attributes are equally important to him but he's willing to trade
some of one for another, he'll probably use a _______ strategy.
A. lexicographic C. simple additive
B. conjunctive D. weighted additive
7. Orange growers often run ads about the health value of orange juice. Such ads are an
attempt to elicit _______ need recognition.
A. selective C. actual
B. generic D. desired
8. Before VCRs were available, consumers often had to miss a favorite TV show because
something prevented them from watching it. When VCRs were introduced, consumers
could watch a favorite show at their convenience. The result of the introduction of VCRs
A. create a need. C. develop brand loyalty.
B. meet unperceived consumer needs. D. create a market.
9. Melany is looking for a new dress for a special occasion. She feels she can afford to pay
no more than $80 for the dress. In this example, Melany is using
A. a cutoff. C. noncompensatory evaluation.
B. a signal. D. compensatory evaluation.
10. While she was watching TV last night, Kim saw many ads. The only one she remembers
today is one for a new product that interested her. That ad was the only one that achieved
A. retention. C. attention.
B. exposure. D. comprehension.
11. In the cookie aisle of a supermarket, a cookie manufacturer has placed a tic-tac-toe game
at child height. The game features company products and mascots that children can
manipulate to play the game. This game is an example of a/an
A. physical store attribute. C. incentive offer.
B. point-of-purchase display. D. multichannel device.
12. Which one of the following slogans aims to increase the level of usage of a product?
A. Try it—you'll like it. C. You deserve our best.
B. Use it once a day for younger-looking skin. D. Get the most for your money.
13. Liz thinks shopping is a chore that has to be done. Therefore, she's more likely to
A. compare brand labels. C. use the Internet for shopping.
B. shop with friends. D. go bargain hunting.
14. John and David went to a restaurant for dinner. John didn't know anything about the
restaurant, but David had heard the food and service were excellent and the prices
reasonable. As it turned out, the food was good and reasonable, but the service was
mediocre. David was very disappointed, but John was satisfied. The difference in their
reactions can be explained by
A. cognitive dissonance.
B. conjunctive strategy.
C. the consumer decision process.
D. the expectancy disconfirmation model.
15. Clyde is wondering whether he should add an Internet site where customers can place
orders for his products. In making this decision, Clyde should be aware that
A. most people who visit a Web site make a purchase.
B. the percent of people shopping in places other than a store is increasing.
C. in-home shoppers are usually older than shoppers at a store location.
D. in-home shoppers usually have a slightly lower household income than shoppers at a
16. Some consumers go to the movies at night while others go in the afternoon. Those who
market movies should use that information to segment their market based on
A. when consumption takes place. C. benefit desired.
B. demographics. D. the adolescent market
17. You recently purchased a new computer. Today you saw an ad for another computer brand
that comes with a free printer. You wonder if you should have bought that brand instead of
the one you purchased. You're experiencing
A. selective need recognition. C. categorization process.
B. negative reinforcement. D. cognitive dissonance.
18. Mark becomes slightly ill if he eats dairy products. However, if he takes a pill for people
who have this problem, he can have dairy products without becoming ill. Mark's experience
with this pill is an example of
A. negative disconfirmation. C. negative reinforcement.
B. positive disconfirmation. D. positive reinforcement.
19. When Ada needed a new outfit for work, she went to a dress store that carries all the
brands she likes. After looking at the various dresses, she selected a new suit by Jones
of New York. This is an example of a/an _______ purchase.
A. fully planned C. unplanned
B. partially planned D. retailer-driven
20. Because you worked late, you realize you're not going to have time to cook when you get
home. You think about the various restaurants and delis you'll pass on your way home.
Your consideration of which of those your family would prefer is an example of
A. need recognition. C. pre-purchase evaluation.
B. search for information. D. purchase decision.
21. Which ethnographic technique would be most useful for developing a profile of consumers
who are unaware of a product?
A. Shadowing C. Unfocus groups
B. Consumer journey D. Extreme user interviews
22. Two students are discussing point-of-purchase (POP) materials. Student A says that
POP promotions are usually expensive. Student B says that d-POP displays can be
implemented rapidly. Who is correct?
A. Only Student A C. Both students
B. Only Student B D. Neither student
23. Why do consumers seeking health information on the Internet often use a search engine?
A. They're ignorant of the best health information sites.
B. Search engines provide less irrelevant information.
C. They think information repeated across multiple sites is more reliable.
D. Search engines provide the most objective information.
24. Which of the following would appeal most to consumers seeking haptic information?
A. A free CD-ROM about a product
B. A store-window display of the product
C. Cut-out packaging letting them feel the product
D. A 3D model of the product on a company Web site
25. For consumers seeking information on the Internet, a “funnel” search strategy would
start with a
A. generic product term. C. brand name.
B. retailer name. D. specific product description.
1. Jan is in the store to buy an electric blanket. Although she's not
very familiar with them, she knows her husband wants one with
dual controls and she recognizes Sunbeam as a good brand.
This information is known as Jan's _______ knowledge.
A. consumer C. consumption
B. purchase D. usage
2. The Tea Company has identified a market segment of males
between the ages of 45 and 54, who earn more than $30,000
annually. The Tea Company appears to be using _______
A. demographic C. value
B. geographic D. psychographic
3. Marketing research has shown that people prefer after-dinner liquors that are sweet.
Dinner Liquor, Inc.'s after-dinner drink is slightly tart. They've decided to run an advertisement
to point out that something sweet at the end of dinner tends to make a person feel
hungry. They're hoping to promote the product by changing
A. attitude persistence. C. attribute importance.
B. ideal points. D. attitude resistance.
4. Alan is participating in a marketing research project. The questionnaire asks him what
make and model car he currently drives. Then it asks whether he plans to buy the same
model car when he needs a new one. This second question is measuring Alan's _______
A. purchase C. search
B. repurchase D. spending
5. Consumer confidence is related to
A. the assurance that a product is of high quality.
B. how much faith consumers have in advertising.
C. the consumer's trust in a salesperson.
D. the consumer's opinion about the future of the economy.
6. Someone without enough food to eat is most likely to be motivated by _______ needs.
A. physiological C. love and companionship
B. safety and health D. financial resources and security
7. Geri is aware that a certain tea company wants you to associate their product with friendship.
In their ads they show good friends enjoying a cup of tea together and having a
pleasant time. Geri's awareness of the tea company's purpose is part of her _______
A. consumption C. purchase
B. usage D. persuasion
8. A coffee ad shows consumers in good spirits after product consumption. This ad is appealing
A. physiological needs. C. need for variety.
B. need for love and companionship. D. need for pleasure.
Questions 9 and 10 are based on the following results for Fishbein's multiattribute model.
9. Which brand has the highest attitude score?
A. Brand A C. Brand C
B. Brand B D. All brands have equal scores.
10. What attribute adds the most to the attitude toward brand A?
A. Low cost C. Strong smell
B. Natural ingredients D. Convenience
11. Al uses his customer card every time he goes to the grocery store. When he reaches
$1,000 in purchases, he'll receive a 5% discount on his next order. This technique is an
A. purchase incentive.
B. a loyalty program.
C. enhancing the perceived risk of product purchase and consumption.
D. arousing consumer curiosity.
12. If a country has 2,000,000 births and 1,800,000 deaths in a given period, the 10%
difference represents a
A. fertility rate. C. natural decrease.
B. birthrate. D. natural increase.
13. As a market researcher, Brad is asking consumers what they think of when they hear the
words Thunderbird cars. Brad is involved in _______ analysis.
A. product C. image
B. brand D. recall
14. A group of marketing researchers is discussing the moral restrictions on the behavior of
their target group. They're most likely applying the _______ personality theory.
A. psychoanalytic C. social-cognition
B. socio-psychological D. trait-factor
15. On a survey, Margo was able to list the names of six different types of shampoo. On the
same survey, she was given a list of 20 different shampoos and asked which ones she
recognized. She discovered that she recognized 18 of the 20. What does this indicate to
a market researcher?
A. The brands Margo recognized from a list are the less expensive brands.
B. Customers are generally aware of more products than they can recall.
C. The brands Margo named on her own are probably available in her area.
D. Retailers should concentrate on using research that involves recognition and not recall.
16. The prices at Ethel's Antiques are similar to those at Suzy's Second-Hand Shoppe, but
people think Ethel's items are more expensive. This condition is an example of
A. misperception. C. influence knowledge.
B. image analysis. D. recognition.
17. The International Corporation wants to introduce its product into one additional country.
Research has provided the following information.
Country Population Economy
A growing stagnant
B decreasing growing
C growing growing
D decreasing stagnant
The most attractive country for International Corporation is probably
A. A. C. C.
B. B. D. D.
18. On a recent survey, “salty taste” received a score of –3 on Fishbein's evaluative measure.
What can you conclude from this information.
A. Salty taste is a bad attribute to have.
B. Salty taste is a good attribute to have.
C. The product is unlikely to have a salty taste.
D. The product is likely to have a salty taste.
19. Janice is a young single woman. She has a cat, loves to go on singles cruises, enjoys
buying clothes, and is active in several clubs. Based on this information, Janice's strongest
needs are for
A. health. C. companionship.
B. safety. D. security.
20. The long days put in by workaholics are an example of _______ motivational conflict.
A. approach-approach C. approach-avoidance
B. avoidance-avoidance D. avoidance-approach
1. Marcus and Beverly have just converted two of the bedrooms
in their home to a master suite. They're most likely in which
stage of the family life cycle stage?
A. Newly married couple C. Full nest II
B. Full nest I D. Empty nest I
2. The way a society reacts to uncertainty is one indication of its
A. core values. C. ethical evaluation.
B. cultural dimension. D. assertive response.
3. Before the introduction of money-access machines, people had
to arrange their schedules so they got to the bank during banking
hours to make deposits or get cash. Today, people can do
these things at their convenience. Therefore, the money-access
machine should be considered a _______ innovation.
D. dynamically continuous
4. A United States client wants to segment its market based on social class. Therefore, its
marketing research firm should
A. conduct personal interviews.
B. collect additional data from respondents.
C. send surveys to various zip codes.
D. discourage this kind of segmentation.
5. A drug company uses a celebrity popular with baby boomers to talk about a prescription
medicine for baldness. Eventually, members of this group try the medication and tell their
friends about it. This situation illustrates a process known as
A. compliance. C. innovation.
B. temporality. D. diffusion.
6. Mark, his mother, and his grandmother make up a/an
A. nuclear family. C. family of procreation.
B. family of orientation. D. household.
7. Roberto LaPluma, who grew up in the barrio and never graduated from college, earns
$8 million a year as a professional athlete. This is an example of
A. social stratification. C. social mobility.
B. status inconsistency. D. parody display.
8. Delilia belongs to a summer theater group in her resort town. Each summer the group
selects and performs a play. One thing she likes about the theater group is that anyone
can join, so different people become involved. During the summer, she spends many
evenings rehearsing and performing with the group. However, the rest of the year the
members may talk only when they run into each other in a store or on the street. The
theater group is an example of a _______ group.
A. membership C. formal
B. secondary D. dissociative
Use the following information to answer questions 9 and 10.
Stasi and her two sons, Larry and Mike, are planning a special family dinner for the father in
their family. Mike asks them what they think the menu should be. After some discussion,
Stasi decides they'll have turkey. Because Larry has the most free time the next day, he
volunteers to go to the store and get the things they need.
9. In this situation, Larry takes the role of
A. initiator. C. decider.
B. influencer. D. buyer.
10. In this scene, Mike's role is known as
A. initiator. C. decider.
B. influencer. D. buyer.
11. An individual is least likely to be affected by group influence when purchasing which one
of the following items?
A. Bed sheets C. Tennis racket
B. Automobile D. Clothing
12. Computer hardware and software are examples of
A. cultural artifacts. C. core values.
B. abstract elements. D. structural variables.
13. A marketing research firm is gathering information about family influences on buying
decisions. They should probably gather information from
A. only the man of the house. C. only the children of the house.
B. only the woman of the house. D. both the husband and the wife.
14. Mark wonders what will become of society. He thinks the younger generation doesn't
have the important values that his generation has. His wife, Martha, says that every
generation has felt that way about the next generation. She feels that as the younger
people grow older and more mature, their values will change and become more like
the values of their parents. Martha supports the concept of
A. assimilation. C. life-cycle explanation.
B. acculturation. D. generational change.
15. Jean teaches at a local community college. She would like to wear jeans and a jacket
to work because she's most comfortable in this type of clothing. However, all of the
other faculty members wear business clothing, so Jean does too. Jean's situation is an
example of _______ influence.
A. informational C. normative
B. value-expressive D. primary
16. Alex Trebek, the host of a popular TV game show, appears in an advertisement in which
he says how good a particular life insurance company is. He urges viewers to call the
company for free information. This is an example of
A. slice-of-life advertising. C. a testimonial.
B. an endorsement. D. expert appeal.
17. Barbara is telling her friend Sally about the wonderful time she had on her cruise. She
had never been on a cruise before, but now she thinks it's the best vacation to take.
Barbara is engaging in
A. WOM communication. C. service encounter.
B. public exchange. D. advertising.
18. Megan is a young married woman with a small child. She doesn't work outside the home
because she believes mothers should be at home with their children while fathers work.
Megan is an example of a
A. June Cleaver: the sequel mom. C. strong shoulders mother.
B. tug-of-war mom. D. mother of invention.
19. When music companies first introduced CDs, music fans quickly adopted them because
they felt the sound quality of CDs was much better than that of records or tapes. This
situation is an example of
A. observability. C. compatibility.
B. complexity. D. relative advantage.
20. Which one of the following cohorts would be most likely to save their money?
A. Depression cohort C. The Boomers I Cohort
B. The Postwar cohort D. The Generation X cohort
1. As you're watching TV, an advertisement that you've seen
many times comes on the screen. You feel very annoyed
by this particular ad. This situation is an example of
A. affective C. unconditioned
B. cognitive D. critical
2. Some time ago, Jim had a phone call from a telemarketer who
told Jim he would receive a free computer if he attended a
sales talk about a time-share condominium. The telemarketer
was employing the strategy called
B. incentive marketing.
C. permission marketing.
D. classical conditioning.
3. Suppose consumers form their consideration sets at the point of purchase. Given this, the
most relevant indicator of product awareness would be brand name
A. recall. C. retrieval.
B. recognition. D. familiarity.
4. In an advertisement for wine, a group of 30-something adults is shown in a social
environment. Everyone is drinking wine and having a good time. This ad uses
A. a central process. C. objective claims.
B. product-relevant information. D. peripheral cues.
5. Anna's grandfather, who is 90 years old, sometimes has difficulty remembering things.
According to _______ theory, his age is the cause of his weaker memory.
A. decay C. spreading activation
B. retrieval D. interference
6. Toby bought a tape that says it can help him quit smoking. The tape sounds like ocean
waves, but it also includes messages that he can't hear telling him all the reasons he
should quit smoking. This tape claims to have _______ messages.
A. isolational C. habituational
B. subliminal D. associational
7. People who watched the World Series viewed an ad for a shaving cream. They were then
asked to remember its brand name. This is an example of what type of memory measure?
A. Unaided recognition C. Aided recall
B. Unaided recall D. Aided recognition
8. Fanny saw an advertisement on TV last night for a brand new product. It was the first time
she had heard about the product, and she thought it looked like a really good idea. Fanny
went through a process of
A. opinion change. C. stimulus categorization.
B. opinion formation. D. comprehension.
9. Frank owns a small business. A local radio station has approached him to advertise on
their station. What question would most help Frank decide if an ad on that station would
reach his target audience?
A. What other companies advertise on your station?
B. What is the size of your listening audience?
C. What is the price of a 30-second ad?
D. What kind of music do you play?
10. Carl wants to remember the number 2740. The first two numbers are easy because
he's 27 years old. Then he thinks, “It won't be long until I'm 40!” Carl is using a process
A. classical conditioning. C. repetition.
B. self-referencing. D. dual coding.
11. In an ad for a pickup truck, the automobile company shows the truck with a team of oxen
to symbolize strength. In this use of classical conditioning, the oxen represent the
A. unconditioned stimulus. C. conditioned stimulus.
B. unconditioned response. D. conditioned response.
12. At a commercial break during a TV show, you go to the kitchen when an ad opens with a
happy family at an ideal kitchen table. Your microwave popcorn has just started to pop
when you hear loud male voices and heavy-metal electric guitar chords. This second
commercial gets your attention because of its
A. isolation. C. entertainment.
B. novelty. D. intensity.
13. According to Weber's law, which price increase would consumers perceive to be
A. A 10-cent increase over the original price of 25 cents
B. A 50-cent increase over the original price of $1
C. A $2 increase over the original price of $10
D. A $100 increase over the original price of $400
14. Because Mary is reading, she doesn't hear her mother calling her. When her mother calls
louder, Mary hears her. Mary hears her mother the second time because her mother's
increased volume exceeded Mary's _______ threshold.
A. lower C. attention
B. subliminal D. differential
15. Susan's father was quizzing her on the state capitals to help her prepare for a social studies
test. Her little brother, Raymond, was playing in the same room. When Susan's father
asked her for capitals they'd already studied, Raymond was able to answer some of them
correctly too. Raymond's knowledge is an example of
A. dual coding. C. elaboration.
B. retrieval. D. incidental learning.
16. The Jolly Green Giant is featured in television commercials and appears on each can of
Green Giant vegetables. The giant is an example of a/an _______ cue.
A. retrieval C. cognitive
B. associative D. rehearsal
17. Tiger Woods is an exceptionally good professional golfer. For which one of the following
products would he be the most effective by appearing in their advertisements?
A. Sports gear C. Toothpaste
B. Automobiles D. Cameras
18. Jim had a terrible experience regarding the warranty on his present car. He's now in the
market for a new car and finds that he's paying attention to the seven-year 100,000-mile
warranty protection in the commercial now playing on TV. Jim's situation is an example of
a/an _______ response.
A. cognitive C. conditioned
B. affective D. unconditioned
19. A commotion erupts in the hall outside the door of a classroom. The likelihood that the
students in the classroom are paying attention to the teacher are diminished because
A. there are fewer stimuli competing for their attention.
B. there are more stimuli competing for their attention.
C. the attention span of the students is desensitized.
D. the attention span of the students is increased.
20. I remember that a particular vehicle handles well. This reminds me that the vehicle has
all-wheel drive and that the maker offers a roadside assistance option and a Global
Positioning System. What's happening in my brain is called
A. retrieval. C. memory surge.
B. decay. D. spreading activation.
21. Which technique for helping consumers to remember relies on Gestalt psychology?
A. Consistency C. Closure
B. Elaboration D. Easy-to-remember stimuli
22. Two students are discussing advertising appeals. Student A says value-expressive
advertising must appeal to consumers' actual self-image. Student B says that
value-expressive and utilitarian appeals mustn't be used together. Who is correct?
A. Only Student A C. Both students
B. Only Student B D. Neither student
23. Which of the following statments about framing is true?
A. Gain-framed messages are based on loss aversion.
B. Consumers react better to 10% fat meat than to 90% lean meat.
C. Gain-framed messages work better than loss-framed ones.
D. When consumers are in a good mood, loss-framed messages are more effective.
24. Viral marketing seeks to create
A. positive moods. C. buzz.
B. loss aversion. D. blogs.
25. If a marketing e-mail is blocked by a recipient's mail server,
A. the recipient perceives it as spam.
B. the e-mail is somehow deficient.
C. the recipient's mailbox is full.
D. it's a permission-based e-mail.