Q&A Hero

Q: Consumer behavior refers toA. the aspects of a consumer's decision-making processes that cannot be measured.B. the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions.C. the five stages a buyer passes through in making choices about which product and service to investigate, purchase, and consume.D. the mental and social processes related to purchasing that are innate in a person from birth.E. those purchasing behaviors that result from (1) repeated experience and (2) reasoning.

Q: The actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions, are referred to asA. purchase intentions.B. market research.C. consumer behavior.D. consumer conduct.E. purchase protocols.

Q: Many automobile dealerships employ a non-negotiable or no-haggle price strategy to sell their cars. A customer who wants to buy a new or used car would pay the posted price. These dealers probably adopted this pricing policy becauseA. the industry was discussing the abandonment of self-regulation practices.B. women have an intense dislike of price negotiation, yet still want to buy a car.C. many recent immigrants into the United States are not accustomed to negotiation.D. women distrust men in general and car salesmen in particular.E. a sluggish economy guarantees that negotiations would produce negative profit per vehicle.

Q: Which of the following statements about how women buy new cars today is most accurate?A. Women have definite likes or dislikes when buying a new car, but they don't feel comfortable expressing their opinions.B. Most women actually enjoy the price negotiation process.C. The issue of "speed" is an important factor to men but not really important to women.D. Women are more likely to make their new car purchase selection as a result of information provided by a friend or a relative than from promotional information.E. Women care more about exterior styles and lines and men are more concerned with cargo space and gas mileage.

Q: Enlightened carmakers have hired women designers, engineers, and marketing executives to better understand the way women decide to buy new cars. They learned thatA. meeting the expectations of men during the new-car purchasing process was more difficult than meeting those of women.B. men make the majority of new-car purchasing decisions.C. women and men think differently about the new-car buying experience.D. women care more about quality than men.E. men care more about price than women.

Q: Women influence what percentage of new car-buying decisions?A. 15 percentB. 20 percentC. 40 percentD. 60 percentE. 80 percent

Q: Women make what percentage of new-car buying decisions?A. 15 percentB. 30 percentC. 45 percentD. 60 percentE. 80 percent

Q: In the VALS framework, a person's resources include all of the following EXCEPT:A. materialB. physicalC. temporalD. psychologicalE. demographic

Q: Which of the following statements about the VALS framework is FALSE?A. Consumers are inspired by one of three primary motivations - ideals, achievement, and self-expression - that give meaning to their self or the world and govern their activities.B. Consumers are motivated to buy products and services and seek experiences that give shape, substance, and satisfaction to their lives.C. The VALS framework seeks to explain why and how consumers make purchase decisions.D. The VALS framework identifies eight consumer segments.E. A consumer's gender and age have a direct effect on placement within a VALS consumer segment.

Q: The VALS framework segments consumers is based onA. their primary motivation for buying products and their resources.B. their demographics.C. their product usage, age, and gender.D. where they live.E. their media usage and their demographics.

Q: The VALS framework is an example ofA. a personality assessment.B. cognitive learning theory.C. a psychographic system.D. a study on the hierarchy of needs.E. geodemographic segmentation.

Q: Which of the following statements about psychographics is most accurate?A. Psychographics is unable to provide actionable information about potential customers since the data obtained from the research is too subjective to be reliably interpreted and acted upon.B. Although helpful in segmenting markets, psychographics is limited in its ability to target consumers.C. Psychographics combines demographic data, psychological data, and actual spending data of consumers to create VALS profiles.D. Psychographics combines psychology, lifestyle, and demographics to uncover consumer motivations for buying and using offerings.E. Psychographic data is extremely vulnerable to current social trends and therefore is best suited to new market-product combinations rather than existing ones.

Q: Another name for the analysis of consumer lifestyles is __________.A. demographicsB. psychographicsC. social statisticsD. physiological needsE. sociographics

Q: Lifestyle refers toA. the set of behaviors that is a result of spending one's time and money as one pleases.B. a mode of living that is defined by one's personal moral philosophy.C. the similar values, interests, and behaviors that members of society share.D. a self-defined identification of belonging to a lower, lower-middle, middle, upper-middle, or upper class in terms of values, attitudes, and beliefs.E. a mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them.

Q: The Ford Escape Hybrid SUV was the first SUV on the market to be powered by both electricity and gasoline. Ford has targeted not only people who are excited about technology but also those who want to contribute to cleaner air. Ford set a goal to attract 20,000 buyers a year for this SUV. Ford is trying to change consumer attitudes byA. changing beliefs about the extent to which a brand has a specific attribute.B. changing the perceived importance of a specific attribute.C. adding a new attribute.D. reducing the perceived risk of the product.E. providing stimulus generalization to prospective buyers.

Q: What attitude change approach did Colgate marketers use to encourage consumers to purchase its product when it began to include the antibacterial agent triclosan in its product?A. changing beliefs about the extent to which a brand has certain attributesB. changing the perceived importance of attributesC. adding new attributes to the productD. providing free trials of the new productE. obtaining a seal of approval to reduce consumers' risk and encourage purchases

Q: Beliefs refer toA. a person's consistent behaviors or responses to recurring situations.B. a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.C. the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.D. a consumer's subjective perception of how a product or brand performs on different attributes.E. the moral and ethical precepts that guide a person's behavior.

Q: Which of the following statements is FALSE about attitudes?A. Marketers are primarily concerned with American core values when developing advertising messages.B. Attitudes are learned.C. Attitudes are shaped by one's values and beliefs.D. An attitude results in responses that are consistently favorable or unfavorable way.E. Personal values affect attitudes by influencing the importance assigned to specific product attributes.

Q: If you hold a personal value of thriftiness, then you probably will have a favorable __________ toward automobiles with good fuel economy.A. beliefB. valueC. attitudeD. motivationE. perception

Q: An attitude refers toA. a person's consistent behaviors or responses to recurring situations.B. the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.C. a consumer's subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people.D. the feelings one has about the preferable modes of conduct that tend to persist over time.E. a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.

Q: Which of the following statements about brand loyalty is most accurate?A. Learning has little effect on brand loyalty because most habits are instinctual.B. Brand loyalty increases the perceived risk associated with impulse purchases.C. The incidence of brand loyalty is steadily rising in North America.D. Brand loyalty results from the positive reinforcement of previous actions.E. The best way to enhance brand loyalty is to brand all new products with the same brand name.

Q: Brand loyalty refers toA. the group of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware.B. a favorable attitude toward and consistent purchase of a single brand over time.C. a formalized agreement of a vendor to carry one brand over another because it views the quality of that brand to be superior to all others.D. the willingness of consumers to try a new brand in a brand line based upon their satisfaction with other brands in the line.E. the faith that other products manufactured by the same company with the same brand name will be of the same quality.

Q: Research has found that for many products, including soft drinks, coffee, and cosmetics, consumers are unable to distinguish among brands in blind tests (i.e., taste or other use of the products without labels). Nonetheless, even when prices are similar, consumers have strong preferences for specific brands. They may buy out of habit, which is the basis ofA. extended problem solving.B. limited problem solving.C. routine problem solving.D. high-involvement problem solving.E. personal problem solving.

Q: Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke. This is an example ofA. using a cognitive learning technique.B. using a behavioral learning technique.C. reducing perceived risk.D. creating stimulus generalization.E. using an attitudinal learning technique.

Q: 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?A. stimulus discriminationB. brand loyaltyC. cognitive learningD. stimulus generalizationE. behavioral learning

Q: Edison noticed that prices at a new video game rental website were lower than those at most of the other gaming websites or retail stores such as Game Stop. He is exhibitingA. cognitive dissonance.B. selective retention.C. selective comprehension.D. stimulus discrimination.E. stimulus generalization.

Q: Elsa contends that she can taste the difference between fat-free cheeses and those with its regular fat content. Elsa is exhibitingA. cognitive dissonance.B. selective retention.C. stimulus discrimination.D. selective comprehension.E. stimulus generalization.

Q: A person's ability to perceive differences in stimuli is referred to asA. selective comprehension.B. selective retention.C. stimulus generalization.D. stimulus discrimination.E. routine problem solving.

Q: Which of the following is a concept from behavioral learning theory that marketers use?A. selective comprehension.B. selective retention.C. stimulus generalization.D. cognitive dissonance.E. routine problem solving.

Q: When a response elicited by one stimulus becomes applicable to another stimulus, it is calledA. selective comprehension.B. selective retention.C. stimulus generalization.D. stimulus discrimination.E. routine problem solving.

Q: While watching TV one evening, your stomach growls. You see an ad for Subway. You walk to the Subway shop and buy a sandwich, which tastes great. In terms of behavioral learning, the great taste of the sandwich is a(n) __________.A. reinforcementB. achievementC. driveD. cueE. response

Q: If a consumer tries a new coffee drink at Starbuck and hates it, which variable of behavioral learning has been ineffective?A. reinforcementB. achievementC. driveD. cueE. response

Q: In behavioral learning, a __________ is the reward that is given to a consumer.A. cueB. stimulusC. motivatorD. responseE. reinforcement

Q: You need to buy a gift for a young cousin's birthday. At the mall you see a girl wearing a Hello Kitty t-shirt. You remember there is a store nearby with a lot of Hello Kitty merchandise so you go there and buy a little backpack. When you give it to your cousin, she is very excited. In terms of behavioral learning, your purchase at the Hello Kitty store was a __________.A. driveB. responseC. reinforcementD. cueE. prompt

Q: In behavioral learning, a __________ is the action taken by a consumer to satisfy a drive.A. cueB. demotivatorC. motivatorD. responseE. stimulus

Q: You need to buy a gift for a young cousin's birthday. You go to the mall and see a girl wearing a Hello Kitty t-shirt. You remember there is a store in the mall with a lot of Hello Kitty merchandise so you go there and buy a little backpack. When you give it to your cousin, she is very excited. In terms of behavioral learning, seeing the girl with the Hello Kitty t-shirt was a __________.A. driveB. reinforcementC. cueD. responseE. prompt

Q: In behavioral learning, a(n) __________ is a stimulus or symbol perceived by consumers.A. driveB. cueC. attitudeD. responseE. reinforcement

Q: In behavioral learning, a need that moves an individual to action is a(n) __________.A. driveB. cueC. attitudeD. responseE. reinforcement

Q: You are sleepy before your 8:00 a.m. class and you notice the Starbucks on the walk to school. You stop for a drink, and purchase something new that you really enjoy. The next day you do the same, and soon this has become a habit. This process is an example ofA. cognitive learning.B. the scientific method.C. behavioral learning.D. attitude formation.E. cognitive dissonance.

Q: Learning refers toA. content that has been transferred from short-term to long-term memory.B. those behaviors that result from repeated experience and reasoning.C. the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.D. a consumer's subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people.E. a predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.

Q: Those behaviors that result from repeated experience and reasoning is referred to asA. psychosocial edification.B. acculturation.C. attitudinal identification.D. wisdom.E. learning.

Q: Kendall was excited to begin her new job after she graduated from college. Which of the following purchases would most likely have the greatest perceived risk for her the day before she begins the job?A. a subscription to The Wall Street JournalB. an outfit for her first dayC. a new coffee makerD. flowers to decorate her new apartmentE. running shoes

Q: When Kia Motors offers a 10-year, 100,000-mile warranty for its Kia Soul automobile, its strategy is to reduce consumers' __________ and encourage purchases.A. behavioral learningB. cognitive learningC. brand loyaltyD. perceived riskE. postpurchase dissonance

Q: Perceived risk isA. an unmerited fear of being taken advantage of in an exchange situation.B. the feeling of postpurchase psychological tension or anxiety that consumers may experience when faced with two or more highly attractive alternatives.C. the degree to which a seller is willing to make an exchange based upon a customer's credit worthiness.D. the personal, social, and economic significance of the purchase to the consumer.E. the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences.

Q: Subliminal Book Cover PhotoThe book cover photo above for The Secret Sales Pitch: An Overview of Subliminal Advertising is about subliminal messages, which reflect which kind of potential influence on the consumer decision-making process?A. socioculturalB. situationalC. psychologicalD. acculturationalE. attitudinal

Q: Which of the following statements about subliminal perception is most accurate?A. The Federal Communications Commission (FCC) believes that subliminal perception can be effective with a large majority of consumers.B. Subliminal messages are illegal in the United States.C. Subliminal messages are more effective now due to the advances in computer-generated images in movies and TV programs.D. About half of U.S. consumers think that subliminal messages can cause them to buy products and services they don't want.E. The use of subliminal messaging is monitored by the Better Business Bureau.

Q: A movie theater owner embedded brief messages during trailers before showing the feature film. The messages, which flashed on the screen for such a short time that moviegoers were not consciously aware of them, urged consumers to "Drink Coke" and to "Eat Popcorn," encouraging them to visit the snack lobby. Research has shown what about such messages?A. Selective perception overrides advertising messages.B. Selective exposure is difficult for marketers to surmount.C. Subliminal messages have limited effects on behavior.D. Subliminal perception enables marketers to motivate consumers to take an action.E. Subliminal messages were deemed illegal by the Federal Trade Commission at the time these were shown in the movie theater.

Q: Subliminal perception refers toA. the process of seeing or hearing messages without being aware of them.B. a person's innate ability to read non-verbal cues like body language and facial expressions.C. the ability of a person to understand the allegorical meanings behind words, sentences, or paragraphs communicated in writing or speech.D. the process of being brainwashed to the point of acting in a way that is contrary to or inconsistent with ones normal behavior.E. the inability of a person to communicate due to lack of background knowledge or experience.

Q: If you read the chapters from your marketing textbook the night before this test and still could not remember several of the correct marketing terms to do well on the exam, this may be the result ofA. selective retention.B. selective comprehension.C. selective exposure.D. selective perception.E. subliminal perception.

Q: Retailers can reduce problems associated with selective retention byA. hiring well-known celebrities to sponsor their products.B. adding more end-aisle and other point-of-purchase displays throughout the store.C. providing brochures for consumers to take home.D. adopting advertising campaigns that use bright colors and a new selection of popular background music.E. offering extended service warranties.

Q: Selective retention is most likely to occur during which stage of the consumer purchase decision process?A. information searchB. purchase decisionC. alternative evaluationD. postpurchase behaviorE. problem recognition

Q: Prexa was offended by the brand name of a new product for women. She believed the name of the product was demeaning and that it reflected a negative attitude of the manufacturer towards women in general. Although this may simply be the result of __________, if other women interpreted the name choice the same way, it is likely this product would fail.A. selective retentionB. selective comprehensionC. selective exposureD. selective analysisE. stimulus discrimination

Q: Because Marla was so strongly committed to a fat-free diet, she did not bother to read a recent report by the New England Journal of Medicine suggesting that some fat in our diet is healthy. The report was in a newspaper that Marla reads daily, but the headline did not appeal to her as the result ofA. selective retention.B. selective comprehension.C. selective exposure.D. selective perception.E. stimulus discrimination.

Q: A filtering of exposure, comprehension, and retention is called __________.A. selective attentionB. selective perceptionC. selective intuitionD. selective retentionE. stimulus discrimination

Q: Perception refers toA. a person's consistent behaviors or responses to recurring situations.B. a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.C. the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.D. seeing or hearing messages without being aware of them.E. the way people see themselves and the way they believe others see them.

Q: Marketers recognize that people have an actual self-concept and __________.A. a persona determined by their peersB. a persona determined by psychologyC. an abstract self-conceptD. an ideal self-conceptE. an inconsistent self-concept

Q: Self-concept refers toA. the degree to which a person is influenced by situational influences.B. the need for personal fulfillment.C. the way people see themselves and the way they believe others see them.D. the degree to which a person trusts his or her own judgment in a purchase situation.E. the way people see others and the way they believe others see other people.

Q: Which of the following statements about personality is most accurate?A. Personality is dynamic and typically changes several times as a person matures.B. Most personality traits are inherited or formed at an early age.C. Personality is the energizing force that makes consumer behavior purposeful.D. Most personality traits are formed during adulthood and don't change thereafter.E. People with compliant personalities prefer lesser known brand names.

Q: Personality refers toA. the attitudes that determine how people spend their time and resources and what they consider important.B. the way people see themselves and others.C. the process by which an individual selects, organizes, and interprets information to create a meaningful ideal self.D. a person's consistent behaviors or responses to recurring situations.E. those qualities that either attract or repel other members of a person's personal, social, or professional environment.

Q: Figure 4-5 According to Figure 4-5 above, an apartment would be found in what level of the Maslow hierarchy of needs? A. physiological B. self-actualization C. personal D. safety E. social

Q: Figure 4-5 According to Figure 4-5 above, State Farm insurance products would be found in what level of the Maslow hierarchy of needs? A. physiological B. self-actualization C. personal D. safety E. social

Q: Figure 4-5 Considering Figure 4-5 above, Chanel No. 5 fragrances would be found in what level of the Maslow hierarchy of needs? A. physiological B. self-actualization C. personal D. safety E. social

Q: Figure 4-5 Considering Figure 4-5 above, carrying an American Express Centurian Card would be found in what level of the Maslow hierarchy of needs? A. physiological B. self-actualization C. personal D. safety E. social

Q: Figure 4-5 Considering Figure 4-5 above, a college education would be found in what level of the Maslow hierarchy of needs? A. physiological B. self-actualization C. personal D. safety E. social

Q: Figure 4-5 Figure 4-5 above depicts the Maslow __________. A. motivation for preservation B. products pyramid C. hierarchy of needs D. ladder of effects E. psychosocial influences

Q: Food in the Maslow hierarchy of needs is an example of a __________ need.A. self-actualizationB. personalC. socialD. safetyE. physiological

Q: Shelter in the Maslow hierarchy of needs is an example of a __________ need.A. self-actualizationB. personalC. socialD. safetyE. physiological

Q: Friendship in the Maslow hierarchy of needs is an example of a __________ need.A. self-actualizationB. personalC. socialD. safetyE. physiological

Q: Status in the Maslow hierarchy of needs is an example of a __________ need.A. self-actualizationB. personalC. socialD. safetyE. physiological

Q: Self-fulfillment in the Maslow hierarchy of needs is an example of the highest-order needs referred to asA. physiological needs.B. social needs.C. safety needs.D. personal needs.E. self-actualization needs.

Q: Figure 4-5 According to Figure 4-5 above, E defines what level in the Maslow hierarchy of needs? A. physiological B. safety C. social D. personal E. self-actualization

Q: Figure 4-5 According to Figure 4-5 above, D defines what level in the Maslow hierarchy of needs? A. physiological B. safety C. social D. personal E. self-actualization

Q: Figure 4-5 According to Figure 4-5 above, C defines what level in the Maslow hierarchy of needs? A. physiological B. safety C. social D. personal E. self-actualization

Q: Figure 4-5 According to Figure 4-5 above, B defines what level in the Maslow hierarchy of needs? A. physiological B. safety C. social D. personal E. self-actualization

Q: Figure 4-5 According to Figure 4-5 above, A defines what level in the Maslow hierarchy of needs? A. physiological B. safety C. social D. personal E. self-actualization

Q: In the Maslow hierarchy of needs, the most basic needs are physiological, followed by safety, social, and personal. What category of needs is at the highest level?A. intellectual needsB. emotional needsC. self-actualization needsD. religious needsE. psychological needs

Q: In the Maslow hierarchy of needs, those needs involving personal fulfillment are called __________.A. physiologicalB. safetyC. socialD. personalE. self-actualization

Q: In the Maslow hierarchy of needs, those needs that are represented by the need for achievement, status, prestige, and self-respect are referred to as __________ needs.A. physiologicalB. safetyC. personalD. socialE. self-actualization

Q: In the Maslow hierarchy of needs, those needs that are concerned with love and friendship are referred to as __________ needs.A. physiologicalB. safetyC. socialD. personalE. self-actualization

Q: In the Maslow hierarchy of needs, a burglar alarm would satisfy a __________ need.A. physiologicalB. safetyC. socialD. personalE. self-actualization