Question 1

Which of the following is a concept from behavioral learning theory that marketers use?

Accepted Answer

A)  selective comprehension
B)  selective retention
C)  stimulus generalization
D)  cognitive dissonance
E)  routine problem solvingF) B) and D)
G) B) and C)

Question 2

A person's ability to perceive differences in stimuli is referred to as

Accepted Answer

A)  selective comprehension.
B)  selective retention.
C)  stimulus generalization.
D)  stimulus discrimination.
E)  routine problem solving.F) A) and B)
G) A) and D)

Question 3

Which of the following statements about brand loyalty is most accurate?

Accepted Answer

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.F) B) and D)
G) None of the above

Question 4

The long-running U.S.Army recruiting advertisement that invited enlistees to "Be All You Can Be" appeals to which level of Maslow's hierarchy of needs?

Accepted Answer

A)  physiological needs
B)  self-actualization needs
C)  safety needs
D)  social needs
E)  personal needsF) A) and D)
G) A) and C)

Question 5

Figure 5-6
 
-In the Maslow hierarchy of needs,water,food,shelter,and oxygen would be considered ________ needs.

Accepted Answer

A)  psychological
B)  safety
C)  social
D)  personal
E)  physiologicalF) B) and D)
G) C) and D)

Question 6

Figure 5-1
 
-In Figure 5-1 above,D represents which stage of the consumer purchase decision process?

Accepted Answer

A)  purchase decision
B)  information search
C)  financial transaction
D)  alternative evaluation
E)  postpurchase behaviorF) C) and E)
G) C) and D)

Question 7

Self-fulfillment in the Maslow hierarchy of needs is an example of the highest-order needs referred to as

Accepted Answer

A)  physiological needs.
B)  social needs.
C)  safety needs.
D)  personal needs.
E)  self-actualization needs.F) B) and C)
G) C) and D)

Question 8

Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke.This is an example of

Accepted Answer

A)  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.F) D) and E)
G) A) and B)

Question 9

All of the following are strategies used by marketers of high-involvement offerings except which?

Accepted Answer

A)  Use personal selling to provide consumers with information.
B)  Use social media to create online experiences for the brand.
C)  Avoid stockout situations so that buyers don't substitute a competing brand.
D)  Use Internet search engines such as Google to assist buyers.
E)  Run ads to provide consumers with information.F) B) and E)
G) D) and E)

Question 10

VALS groups of consumers motivated by ________ are those who look for products and services that demonstrate success to their peers or to a peer group they aspire to.

Accepted Answer

A)  ideals
B)  achievement
C)  self-expression
D)  rewards
E)  confidenceF) A) and D)
G) D) and E)

Question 11

You will be graduating soon and have been offered what you consider the job of your dreams.The new position,however,requires some traveling so you will need a car.You currently do not have one.What decision process will you go through to purchase an automobile?

Accepted Answer

This purchase would require five purchas...

Question 12

Figure 5-1
 
-The third stage in the consumer purchase decision process involves appraising brands in the consideration set based on the important criteria (both objective and subjective) identified during the information search step for the ultimate decision.What is this stage called?

Accepted Answer

A)  postpurchase behavior
B)  alternative evaluation
C)  purchase decision
D)  problem recognition
E)  information searchF) A) and C)
G) A) and E)

Question 13

How might Ford Motor Co.apply the three methods of attitude change in its marketing activities?

Accepted Answer

There are three ways to change attitudes...

Question 14

Selective retention negatively impacts which stage of the consumer purchase decision process?

Accepted Answer

A)  information search
B)  purchase decision
C)  alternative evaluation
D)  postpurchase behavior
E)  problem recognitionF) D) and E)
G) C) and E)

Question 15

Perception refers to

Accepted Answer

A)  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.F) A) and E)
G) A) and D)

Question 16

Both in terms of population and spending power,which of the following is the largest racial/ethnic subculture in the United States?

Accepted Answer

A)  Asian Americans
B)  Hispanics
C)  Caucasians
D)  African Americans
E)  Native AmericansF) D) and E)
G) C) and E)

Question 17

Which of the following statements concerning evaluative criteria is most accurate?

Accepted Answer

A)  If the alternatives in a consideration set do not meet the requirements of the evaluative criteria,the entire decision process is usually discontinued.
B)  Consumers often have several criteria for evaluating a single product.
C)  Evaluative criteria represent objective rather than subjective attributes.
D)  Evaluative criteria represent subjective rather than objective attributes.
E)  Ultimately,the most important evaluative criterion is price.F) B) and D)
G) B) and C)

Question 18

People to whom an individual looks as a basis for self-appraisal or as a source of personal standards are referred to as

Accepted Answer

A)  action-oriented consumers.
B)  spokespersons.
C)  opinion leaders.
D)  social classes.
E)  reference groups.F) A) and C)
G) B) and D)

Question 19

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?

Accepted Answer

A)  changing beliefs about the extent to which a brand has certain attributes
B)  changing the perceived importance of attributes
C)  adding new attributes to the product
D)  providing free trials of the new product
E)  obtaining a seal of approval to reduce consumers' risk and encourage purchasesF) A) and E)
G) A) and C)

Question 20

Those behaviors that result from repeated experience and reasoning are referred to as

Accepted Answer

A)  psychosocial edification.
B)  acculturation.
C)  attitudinal identification.
D)  wisdom.
E)  learning.F) B) and E)
G) A) and B)

Exam 5: Understanding Consumer Behavior

A person's ability to perceive differences in stimuli is referred to as

Correct AnswerverifiedShow Answer

Which of the following statements concerning evaluative criteria is most accurate?

Correct AnswerverifiedShow Answer

How might Ford Motor Co.apply the three methods of attitude change in its marketing activities?

Correct AnswerverifiedThere are three ways to change attitudes...View AnswerShow Answer

Selective retention negatively impacts which stage of the consumer purchase decision process?

Correct AnswerverifiedShow Answer

The long-running U.S.Army recruiting advertisement that invited enlistees to "Be All You Can Be" appeals to which level of Maslow's hierarchy of needs?

Correct AnswerverifiedShow Answer

Figure 5-1 -In Figure 5-1 above,D represents which stage of the consumer purchase decision process?

Correct AnswerverifiedShow Answer

Self-fulfillment in the Maslow hierarchy of needs is an example of the highest-order needs referred to as

Correct AnswerverifiedShow Answer

Both in terms of population and spending power,which of the following is the largest racial/ethnic subculture in the United States?

Correct AnswerverifiedShow Answer

Figure 5-6 -In the Maslow hierarchy of needs,water,food,shelter,and oxygen would be considered ________ needs.

Correct AnswerverifiedShow Answer

All of the following are strategies used by marketers of high-involvement offerings except which?

Correct AnswerverifiedShow Answer

You will be graduating soon and have been offered what you consider the job of your dreams.The new position,however,requires some traveling so you will need a car.You currently do not have one.What decision process will you go through to purchase an automobile?

Correct AnswerverifiedThis purchase would require five purchas...View AnswerShow Answer

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?

Correct AnswerverifiedShow Answer

Which of the following is a concept from behavioral learning theory that marketers use?

Correct AnswerverifiedShow Answer

Figure 5-1 -The third stage in the consumer purchase decision process involves appraising brands in the consideration set based on the important criteria (both objective and subjective) identified during the information search step for the ultimate decision.What is this stage called?

Correct AnswerverifiedShow Answer

People to whom an individual looks as a basis for self-appraisal or as a source of personal standards are referred to as

Correct AnswerverifiedShow Answer

Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke.This is an example of

Correct AnswerverifiedShow Answer

Those behaviors that result from repeated experience and reasoning are referred to as

Correct AnswerverifiedShow Answer

Which of the following statements about brand loyalty is most accurate?

Correct AnswerverifiedShow Answer

Perception refers to

Correct AnswerverifiedShow Answer

VALS groups of consumers motivated by ________ are those who look for products and services that demonstrate success to their peers or to a peer group they aspire to.

Correct AnswerverifiedShow Answer

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There are three ways to change attitudes...
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This purchase would require five purchas...
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