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MKTG 402- Consumer Behavior Exam 1 Review Questions

Terms in this set (74)

Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her sorority's formal event. The stores were crowded, and none of her favorite shops carried a dress that she liked in her size. After spending hours at the mall, Jenny decided to order her dress online and just return it if it was not exactly right. This story is an example of how consumer behavior is a(n) ________.
A) industry
B) process
C) art form
D) theory
b) Process
The 80/20 rule targets what user group?
A) All consumers
B) Light users
C) Heavy users
D) Moderate users
C) Heavy Users
Which of the following is NOT considered a demographic?
A) Gender
B) Income
C) Lifestyle
D) Occupation
C) Lifestyle
Walmart tracks the habits of the 100 million customers who visit it stores each week and responds with products and services directed toward those customers' needs based on the information collected. This is an example of________marketing.
A) undifferentiated
B) database
C) relationship
D) consumer-generated
B) Database
Lucy Chang recently purchased a lovely ceramic bowl that featured a red dragon design. When she thought about her purchase, she found that she really had no justification for buying the bowl other than it reminded her of the bowls her mother used during evening meals when she was a young child in Hong Kong. Which type of relationship with a product best explains the reason for Lucy's purchase of the dragon bowl?
A) Self-concept attachment
B) Nostalgic attachment
C) Interdependence
D) Love
B) Nostalgic Attachment
Which of the following is a benefit organizations receive when customers complain?
A) Opportunity to correct the situation
B) Word-of-mouth about the product
C) Differential advantage
D) Market regulation
A) opportunity to correct the situation
Rules of conduct that guide actions in the marketplace are called ________.
A) social obligation
B) social responsibility
C) business ethics
D) social awareness
C) Business Ethics
The importance people attach to worldly possessions is called ________.
A) ego products
B) materialism
C) needs
D) wants
B) materialism
The process of curation refers to what product(s)?
A) Art
B) Travel
C) Food
D) All of the above
D) all of the above
Which of the following values is most associated with materialists?
A) Honesty
B) Status
C) Loyalty
D) Frugality
B) status
When consumers are unhappy with a product, they boycott the product and/or store and express dissatisfaction to friends. This is called ________ response.
A) private
B) third-party
C) voice
D) public
A) private
When consumers are unhappy with a product, they may file a complaint in the form of legal action, Better Business Bureau complaint, or publishing a negative review. This is called a ________ response.
A) private
B) third-party
C) voice
D) complaint
B) third-party
Which term refers to marketing techniques that are used to encourage positive behaviors such as literacy or discourage negative behaviors like drunk driving?
A) Social media marketing
B) Social marketing
C) Public service marketing
D) Services marketing
B) social marketing
The shoe company TOMS gives a pair of shoes to a needy child for every pair that it sells. This is an example of a company which has integrated ________ into its business model.
A) correction marketing
B) environmental marketing
C) corporate social responsibility
D) ethical marketing requirements
C) corporate social responsibility
A strategy that aligns a company brand with a cause to generate business and societal benefits is called ________.
A) ethic marketing
B) social marketing
C) response marketing
D) cause marketing
d) cause marketing
The process by which people select, organize, and interpret sensations is called ________.
A) consumption
B) perception
C) adaption
D) application
b) perception
Companies that think carefully about the impact of sensations on product experiences are practicing ________.
A) hedonic consumption
B) need marketing
C) want marketing
D) sensory marketing
d) sensory marketing
When Coke weaves a sound into a piece of music, the advertisement is using ________.
A) sound marketing
B) audio watermarking
C) sound watermarking
D) music marketing
b) audio watermarking
Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged?
A) Exposure
B) Attention
C) Adaptation
D) Interpretation
a) exposure
A billboard is positioned beside a busy highway. However, the merchant that has purchased the billboard complains that no response is being generated by his advertising message. Upon closer inspection, the billboard company determines that the typeface used is too small to be effectively read by a motorist going 60+ mph on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists?
A) The intensity threshold
B) The differential threshold
C) The absolute threshold
D) The relative threshold
C) the absolute threshold
A retailer decides to reduce the price of a sport coat that normally costs $98. The reduction in price is $3. The storeowner believes that the reduction will catch the eye of the value shopper. If the sport coat does not sell, the retailer might wish to consider which of the following before making another price change?
A) Subliminal perception
B) The figure-ground principle
C) The golden triangle
D) Weber's law
D) weber's law
Which of the following most accurately reflects the current thinking about the use of subliminal perception in marketing promotion and advertising?
A) Subliminal messages are below the threshold of perception, so they cannot be utilized in marketing.
B) Subliminal ads can be effective, but customers do not like them; therefore marketers avoid them.
C) There is some evidence that subliminal perception can have limited effects, but the effects are not specific enough to make subliminal messages effective in advertising.
D) It comes down to a matter of attention. If a viewer will pay enough attention to a subliminal message, then it can have specific effects.
C) There is some evidence that subliminal perception can have limited effects, but the effects are not specific enough to make subliminal messages effective in advertising.
Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following is affecting Mary's response to the ads?
A) Perceptual vigilance
B) Perceptual defense
C) Contrast
D) Adaptation
D) adaptation
In the past, ketchup formed an unbecoming "scum" on its surface when exposed to air, so manufacturers created the traditionally shaped ketchup bottle with the narrow opening. When chemicals were developed to reduce the oxidation, it was then possible to sell ketchup in more conveniently shaped containers. Customers, however, rejected bottles that didn't have the traditional ketchup shape. This is an example of the power of ________ in the marketplace.
A) sensory overload
B) thresholds
C) hyperreality
D) schema
D) schema
A Green Giant ad campaign relied on the ________ when it used a redesigned package for Green Giant products that showed the Green Giant in a "sea of green." It was felt that the Green Giant products were not unified under a common design banner.
A) Similarity principle
B) Figure-ground principle
C) Subliminal principle
D) Closure principle
A) similarity principle
When Sophie hums a McDonald's jingle, it is an example of ________.
A) brain worm
B) incidental learning
C) behavior
D) consumer attention
b) incidental learning
Frank is sitting in his Psychology 101 class listening to his professor attempt to explain the "black box" process and its connection with learning. He suddenly smells the aroma of fresh cinnamon rolls, and his mouth begins to water. He looks around the room and sees a student in the last row bite into a big, juicy roll. "I wish I were sitting next to him," Frank thinks, "because I know I could steal a bite." What Frank just went through in class was similar to the "black box" process being described by his professor. This process is more closely associated with which of the following learning methods?
A) Incidental learning
B) Gestalt learning
C) Cognitive learning
D) Behavioral learning
D) behavioral learning
Scott thought of himself as a very successful marketer. He created a campaign with a product logo that was very popular and that customers associated with a quality product. It was so popular that in a few months, the logo began to appear almost everywhere. Instead of increasing sales of the product, the customer demand began to decrease as competitors' products became more successful. What characteristic of learning was most likely ruining Scott's apparent success?
A) Too much repetition was decreasing the strength of the conditioning effect, thus leading to extinction of the learned relationship between the logo, the quality of the product, and the association with Scott's company.
B) Customers confused Scott's logo with the logo of Scott's competitors, making cognitive learning incomplete.
C) The logo produced only a fixed-ratio schedule of reinforcement that did not sustain sales, while Scott's competitor used a variable-ratio schedule.
D) Over time, the logo became boring, and customers punished Scott's company by buying competitors' products as a type of revenge for their boredom.
A) Too much repetition was decreasing the strength of the conditioning effect, thus leading to extinction of the learned relationship between the logo, the quality of the product, and the association with Scott's company.
When a professor reviews a certain topic many times, he is practicing ________.
A) psychological conditioning
B) stimulus-response conditioning
C) subliminal conditioning
D) repetition conditioning
D) repetition conditioning
Herbal companies traditionally sold their products in cylinder-shaped plastic containers that were very characteristic of the herbal supplement market. One company broke with tradition and began to sell its herbal products in bottles that appeared to be straight from the pharmacy's shelf. They were rectangular with white labels that looked very professional. Sales went through the roof. What form of stimulus generalization most likely worked for the herbal company?
A) Masked branding
B) Halo effect
C) Continual reinforcement
D) Shaping
B) halo effect
If a woman receives compliments after wearing Obsession perfume, she is more likely to keep buying the product and wearing it. What type of instrumental conditioning has occurred in the situation?
A) Neutral reinforcement
B) Positive reinforcement
C) Negative reinforcement
D) Symbolic reinforcement
B) postitive reinforcement
A woman no longer receives compliments on the perfume she wears. In learning terms, the stimulus-response connection has weakened. Which of the following terms best describes the situation?
A) Negative reinforcement
B) Extinction
C) Discrimination
D) Generalization
B) extinction
A department store decides to use "secret shoppers" at unannounced times to test for service quality among its personnel. Store personnel are rewarded for providing excellent customer service. Which reinforcement schedule has been used in this situation?
A) Fixed-ratio reinforcement
B) Fixed-interval reinforcement
C) Variable-frequency reinforcement
D) Variable-interval reinforcement
D) variable- interval reinforcement
Claudia Norman, a marketing consultant, recommended that brand equity for a new environmentally-friendly product could be established by giving initial customers free memberships in the Sierra Club organization. Claudia used which of the following in her recommendation?
A) Promotional consideration
B) Emotional learning
C) Classical conditioning
D) Instrumental conditioning
D) Instrumental conditioning
On her first visit to China, Jane did not know how to pay for the produce she had selected at a market. She watched several Chinese women pay for their selections, and then Jane copied their behavior. In this example, Jane used ________.
A) shaping
B) stimulus discrimination
C) modeling
D) stimulus generalization
C) modeling
________ refer(s) to the processes that lead people to behave as they do.
A) Goals
B) Cues
C) Motivation
D) Directing
C) motivation
When a woman buys expensive jewelry, which of the following needs is most likely being expressed?
A) Hedonic
B) Utilitarian
C) Rational
D) Biogenic
A) hedonic
In its advertising, an automobile company emphasizes the fuel economy, safety rating, and resale value of its car. The company is trying to appeal to which of the following consumer needs?
A) Sentiment needs
B) Biogenic needs
C) Hedonic needs
D) Utilitarian needs
D) utilitarian needs
Jill was planning on traveling over spring break, but she didn't want to spend a lot of money on the airfare. Even though it took more time, she went online to get tickets instead of going to a travel agent. What theory of motivation best explains Jill's behavior?
A) Drive theory
B) Instinct theory
C) Expectancy theory
D) Theory of cognitive dissonance
C) expectancy theory
Seth Hernandez is sitting in a class that precedes lunch. His stomach begins to rumble and grumble. Instead of thinking about the day's lecture, Seth begins to think about lunch and his choice of places to eat. He even begins to narrow down the selection of foods that he might want for lunch. Seth is focusing on biological needs that are at present unfulfilled and have produced what might be thought of as an unpleasant state of arousal. Which of the following theories best describes Seth's experience?
A) Fact-and-find theory
B) Drive theory
C) Emotional theory
D) Theory of cognitive dissonance
B) drive theory
Slow Cow has recently been introduced in the marketplace. As opposed to the "energy drinks" such as RedBull and Jolt, Slow Cow falls in the "anti-energy" beverage product category. A recent TV ad spot shows company employees working late at night trying to meet a deadline, when a colleague enters the board rooming with servings of Slow Cow. Everyone laughs, saying that they need something to wake them up, not slow them down. In response, the colleague shares that this drink, while promoting relaxation, will also improve focus and concentration. The employees take a drink of the product, remark on how good it tastes, and are seen being productive and calm. This ad attempts to create a _________ for the new product.
A. drive
B. need for uniqueness
C. psychogenic need
D. want
D) want
Mary Chen is torn between going home for the holidays to visit her parents in China or going on a skiing trip with friends from college. Mary would love to be able to do both. Which of the following motivational conflicts will Mary most likely experience as she makes her decision?
A) An approach-approach conflict
B) An approach-avoidance conflict
C) An avoidance-avoidance conflict
D) An orientation conflict
A) an approach-approach conflict
After its market research revealed that consumers are often torn between buying an energy efficient vehicle and buying a larger SUV, Ford introduced a new hybrid version of its large SUV, Escape. This is an example of
A) An approach-approach conflict
B) An approach-avoidance conflict
C) An avoidance-avoidance conflict
D) An orientation conflict
A) an approach-approach conflict
Jennifer has been afraid to go to the dentist since she was a child. Now that her tooth is hurting her and she needs a root canal, she is experiencing what type of motivational conflict?
A) An approach-approach conflict
B) An approach-avoidance conflict
C) An avoidance-avoidance conflict
D) An orientation conflict
B) an apporach-avoidance conflict
In a speech at a research conference, a computer expert stated that shopping centers would become obsolete in the future. He believed that because everything could be bought online and delivered directly to the home of a customer, there would be no need for physical shopping areas in the future. A psychologist disagreed and stated that this concept of the future violated a basic human need. What need did the computer expert ignore, according to the psychologist?
A) The need for power
B) The need for uniqueness
C) The need for affiliation
D) The need for safety
C) the needs for affiliation
A new cell phone plan through Koodo is marketed by highlighting that it helps the individual stay connected with friends and family. This is an example of targeting consumers with a high______________.
A. need for affiliation
B. need for uniqueness
C. need for power
D. need for achievement
A) need for affiliation
Which of the following needs from Maslow's hierarchy is addressed by the U.S. Army's advertising slogan "Be all you can be"?
A) Safety needs
B) Belongingness needs
C) Ego needs
D) Self-actualization needs
D) self- actualization needs
Sally always buys Coca-Cola out of habit, which is an example of ________.
A) routine buying
B) low passion
C) inertia
D) flow state
C) inertia
Lindsay believed that customers would come to view her new resort hotel with high personal involvement because it was a quality property with an excellent view. Instead, she found that many of her customers came to the hotel only when she offered special price discounts. What aspect of consumer involvement has Lindsay ignored?
A) Lindsay forgot that consumer involvement includes personal factors and situational factors as well as object factors.
B) Lindsay forgot that most consumers are apathetic about travel, irrespective of the quality of facilities at their travel destinations.
C) Lindsay forgot that consumer involvement is primarily a function of price; other factors such as quality are relatively unimportant.
D) Lindsay forgot that consumer involvement develops only over long periods of time, and most tourists simply don't have the time to become involved customers.
A) Lindsay forgot that consumer involvement includes personal factors and situational factors as well as object factors.
________ summarizes the beliefs a person holds about his own attributes and how he/she evaluates their self on those qualities.
A) Actual self
B) Self-esteem
C) Self-concept
D) Self-ego
C) Self-concept
If a female consumer sees an ad about a woman who can no longer fit into her old bathing suit, the consumer might think about her own situation and make a personal pledge to lose weight before summer arrives. This would be an example of marketing communications that attempt to influence a consumer's level of ________.
A) doubt and regret
B) self-esteem
C) dedication and control
D) strength and conviction
B) self esteem
A person's conception of how he/she would like to be is called ________.
A) self-image
B) ideal self
C) self-concept
D) self-esteem
B) ideal self
Through the process of ________, people try to "manage" what others think of them by strategically choosing clothing and other products that will convey a positive image.
A) impression management
B) self-extension
C) self-esteem
D) social comparison
A) impression management
Jim Smith thinks he should be more outgoing. He is looking at his ________.
A) ideal self
B) self-concept
C) looking-glass self
D) self-esteem
a) ideal self
College student Jeff Barnes sees himself as a rich banker who drives a top of the line BMW. This fantasy is an expression of the ________.
A) ideal self
B) actual self
C) looking-glass self
D) collective self
A) ideal self
Pamela Ortiz rarely makes eye contact with others in social settings. Though by many standards she is physically attractive, she perceives that others find her plain and uninteresting. By not making eye contact, she is somewhat creating a self-fulfilling prophecy with respect to males in her social circle. This situation matches occurrences in which of the following "self" situations?
A) The dynamic self
B) The dependency self
C) The frustrated self
D) The looking-glass self
D) the looking-glass self
If Volkswagen owners see themselves as being more economical and conservative than do owners of the Buick Regal, ________ is probably at work.
A) self-image congruence model
B) self-concept
C) self-image
D) looking-glass self
A) self-image congruence model
Bart was a mortuary worker who noticed that there seemed to be a social class difference in what people placed on the graves of departed family members. What Bart observed was a class difference in how people manifest the relationship between external objects and the ________ self.
A) extended
B) actual
C) social
D) looking-glass
A) extended
Many of the props and settings consumers use to define their social roles become part of themselves. For example, one of Mary Bennett's last requests was that when she died, she wanted to be buried in her favorite dress. This situation illustrates ________.
A) real self
B) ideal self
C) extended self
D) looking-glass self
C) extended self
Personal objects, places, and things allow people to feel that they are rooted on their larger social environments. The home can be symbolic for the extended self. Which of the following categories or levels of the extended self would be the home most likely be associated with ________.
A) family level
B) individual level
C) community level
D) group level
A) family level
Fred Johnson lives, eats, and breathes pro football. His favorite team is the Dallas Cowboys. His home looks like a Dallas Cowboy's museum. Which level of the extended self would most likely apply to Fred's situation?
A) family level
B) individual level
C) community level
D) group level
D) group level
Anna Jones thinks she should lose some weight even though she is skinny. Anna is concerned about her ________.
A) looking-glass self
B) body image
C) actual self
D) ideal self
B) body image
Freud's theory of personality includes the ________.
A) super ego
B) ego
C) id
D) all of the above
D) all of the above
Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence(s) our purchases.
A) rational thinking
B) unconscious motives
C) conscious motives
D) deviant behaviors
B) unconscious motives
An advertisement emphasizes that if a consumer uses a certain deodorant, he or she will not offend other people and will not cause problems in the workplace because of "bad body odor." What part of the Freudian system is this ad appealing to?
A) The id
B) The superego
C) The archetype
D) The ego
B) the superego
Instead of spending the weekend working on the research paper due at the end of next week, Andrew decided to spend the weekend going out with friends. According to Freudian theory, which system dominated in Adam's decision?
A) The id
B) The superego
C) The anti-ego
D) The ego
A) the id
According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures.
A) archetypes
B) patterns of behavior
C) Doppelgangers
D) symbolic communities
A) archetypes
Our culture's current fascination with novels and movies such as the Harry Potter Series and The Lord of the Rings, in which the magician and the patriarch triumph over the sorcerer and the dictator, emphasizes the importance of ________.
A) consumption movies
B) archetypes
C) extroversion overcoming introversion
D) the superego overcoming the id
B) archetypes
Jim sees himself as being confident, powerful, and heroic. According to the BrandAsset Archetypes model developed by ad agency Young & Rubicam, Jim would be classified as a ________.
A) patriarch
B) sage
C) troubadour
D) warrior
D) warrior
Match.com and eharmony.com measure identifiable personal characteristics called ________.
A) personality traits
B) personality image
C) personality matches
D) ego matches
A) personality traits
Linda named her car, which she drove to work every day, Sylvia. She talked to her friends about the personality traits her little car seemed to have. Linda has ________ her car.
A) branded
B) archetyped
C) anthropomorphized
D) repositioned
C)
anthropomorphized
Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories does Norma seem to be working on now?
A) Activities
B) Interests
C) Opinions
D) Demographics
B) interests
Lee-Ann Wang is young and enjoys risky activities such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2™ groups would Lee-Ann most likely belong?
A) Thinkers
B) Achievers
C) Strivers
D) Experiencers
D) experiencers
Freedom, youthfulness, achievement, and materialism are characterized as U.S. ________.
A) core values
B) belief systems
C) value systems
D) coercive norms
A) core values
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