Download Chapter 04 Perspectives on Consumer Behavior

Chapter 04 - Perspectives on Consumer Behavior
Chapter 04
Perspectives on Consumer Behavior
Multiple Choice Questions
1. (p. 107) In the opening vignette "It's Not Just about Products and Price: Think Sustainability"
all of the following EXCEPT ___________ are important to conscious consumers.
A. promoting health and safety benefits
B. manufacturing efficiency
C. promoting Al Gore's book Earth in the Balance
D. supporting fair labor and trade practices
E. being committed to environmentally friendly practices
See opening vignette.
2. (p. 109) Consumer behavior is defined as:
A. conspicuous consumption
B. the process people engage in when searching for, selecting, and using products and
services they need
C. the act of physically purchasing a product
D. the act of making a final decision as to which product to purchase
E. the process product producers use to design new products
3. (p. 109) _____ is the process and activities people engage in when searching for, selecting,
purchasing, using, evaluating, and disposing of products and services so as to satisfy their
needs and desires.
A. Marketing
B. Exchange
C. Consumer behavior
D. Conspicuous consumption
E. Learning
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4. (p. 112) Which of the following statements about marketers and teens is true?
A. Teens are not easy to reach.
B. Teens are not a large enough segment for retailers to target.
C. Teens do not want clothes and accessories that make them look older than their years.
D. Marketers realize that teens cannot be reached through concerts and other sponsorships.
E. None of the above statements about marketers and teens is true.
See IMC Perspective 4-1.
5. (p. 113) _____ occurs during the first stage in the consumer decision making process.
A. Internal search
B. External search
C. Problem recognition
D. Alternative evaluation
E. Post-purchase evaluation
6. (p. 113) Ilon loves his car and does everything necessary to keep the vehicle in top running
condition. When he heard a strange popping noise under the hood, he knew the car needed the
services of a mechanic. The noise triggered the _____ stage of the consumer decision-making
process.
A. internal search
B. external search
C. problem recognition
D. alternative evaluation
E. post-purchase evaluation
7. (p. 113-114) Consumer problem recognition occurs when:
A. the consumer has depleted his or her inventory of a product
B. the consumer is dissatisfied with his or her previous purchase
C. the consumer has a situation creating new needs
D. the purchase of one product necessitates a new purchase of a related product
E. any of the above occur
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8. (p. 114) Energizer batteries come with a tester on each battery that lets a user see if the battery
needs to be replaced. This strategy is focused to reach consumers at which stage of the
consumer decision making process?
A. problem recognition
B. internal search
C. external search
D. alternative evaluation
E. purchase
9. (p. 114) Which of the following statements describe a situation in which marketer-induced
problem recognition was apparently used?
A. Each year designers hold fashion shows to show the public what is in style and out of style.
B. As Petra was leaving the hospital with her firstborn child, she received a manufacturer's
coupon for a free package of Huggies disposable diapers.
C. When April brought a book on landscaping at Amazon.com, the site offered her four other
books on gardening that the company thought would also be useful to her.
D. Purina-Ralston markets a cinnamon-flavored Chex cereal to appeal to people who like the
existing brands of Chex cereal.
E. All of the above are examples of marketer-induced problem recognition.
10. (p. 115) Marketers often introduce new brands into markets that are mature and saturated
because of consumer's tendency toward:
A. internal search
B. novelty seeking behavior
C. external search
D. brand loyalty
E. habitual choice behavior
11. (p. 115) The market for snack foods seems saturated, but still manufacturers continue to
develop new offerings. Which of the following best explains why the makers of Honey Maid
graham crackers found it necessary to develop and market Honey Maid graham sticks?
A. consumer's novelty-seeking behavior
B. to satisfy a physiological need
C. to broaden the marketer consideration set
D. consumer cocooning
E. to balance any product deletion
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12. (p. 114-115) Yonique was a beverage made from yogurt. It was similar in consistency to a
milkshake, but made with yogurt instead of milk. Even though its manufacturer tried to use
marketer-induced problem recognition, the product failed in large measure because:
A. consumers did not see a need for the product
B. the product was not homogeneous
C. marketers cannot induce problem recognition
D. consumers do not engage in novelty-seeking behavior
E. problem recognition does not occur with new products
13. (p. 115) _____ are factors that compel or drive a consumer to take a particular action.
A. Motives
B. Impulses
C. Wants
D. Evaluative criterion
E. Attributes
14. (p. 115) According to Abraham Maslow's hierarchy of needs theory, the highest level of
needs are ______ needs.
A. physiological
B. social
C. self actualization
D. esteem
E. safety
15. (p. 115) Lower level needs such as hunger and thirst are important to marketers because
these needs:
A. are the hardest to satisfy
B. are an ongoing source of motivation for most consumer purchase behavior
C. provide marketing opportunities for international marketers who do not want to make
major financial investments in product adaptation
D. offer marketers a basis for differentiating their products
E. are the source for most market development strategies
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16. (p. 115) The headline for the National Flood Insurance program ad reads, "There's a chance
of flooding in your area. Are you willing to bet the house on it?" The ad shows a picture of a
flooded home and shows how flood insurance helps to satisfy the ______ need as defined by
Maslow's hierarchy.
A. physiological
B. social
C. self actualization
D. esteem
E. safety
17. (p. 115) The ad for Riverside Military Academy (RMA) states, "RMA sets standards that
enable young men to achieve extraordinary excellence for a lifetime of accomplishments." In
other words, students attending RMA will satisfy their ______ needs as defined by Maslow's
hierarchy.
A. physiological
B. social
C. self actualization
D. esteem
E. safety
18. (p. 115) An ad for Duncan Hines cake mixes advises consumers to "Tell Them What Is in
Your Heart Without Saying a Word" by preparing Duncan Hines brownies for your family
and close friends. Duncan Hines is claiming to help satisfy consumers' _____ need as defined
by Maslow's hierarchy.
A. physiological
B. social
C. self actualization
D. esteem
E. safety
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19. (p. 116) _____ is an approach to the structure and development of personality that focuses on
the underlying motivations for human behavior.
A. Maslow's hierarchy of needs
B. Psychoanalytic theory
C. Integration heuristics
D. Multiattribute attitude theory
E. Operant conditioning
20. (p. 116) The print ad for Thomasville furniture's Louis Phillipe design shows a rumbled bed
with pillows flung on the floor and two empty glasses of wine on a nearby table. The door to
the balcony is open and looks as if the lovers have just stepped out to look at the moon. The
use of sexual innuendoes in this ad to attract attention would be an application of:
A. the cognitive learning theory
B. the psychoanalytic theory
C. the behavioral learning theory
D. affective modeling
E. shaping
21. (p. 116) Clothing manufacturers like Calvin Klein and DKNY often employ sexy models in
an attempt to attract attention to their ads. The theoretical explanation that would most support
the idea that stimulating the consumer's sex drive would lead to product purchase is:
A. the cognitive learning theory
B. the psychoanalytic theory
C. the behavioral learning theory
D. affective modeling
E. shaping
22. (p. 117) If one subscribes to the theory that "sex sells," which of the following theories
would best support this position?
A. cognitive theory
B. operant conditioning
C. classical conditioning
D. psychoanalytical theory
E. postmodernist theory of consumer behavior
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23. (p. 117) In-depth interviews, projective techniques and association tests are methodologies
used primarily by:
A. motivation researchers
B. attitude researchers
C. learning theorists
D. demographic researchers
E. social influence researchers
24. (p. 117) Critics of psychoanalytic theory believe any results from motivation research are
unusable because:
A. results are unpredictable
B. the theory is too responsive to external environmental stimuli
C. the research requires the use of very large samples
D. the theory is too vague
E. the research is too structured
25. (p. 117) Martha took part in a marketing research experiment in which she was given two
pictures of two distinctly different kitchens and asked to write a description of the person who
owned each one. What kind of motivation research was Martha participating in?
A. projective techniques
B. an association test
C. a focus interview
D. a mall intercept
E. subliminal test
See Figure 4-3.
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26. (p. 118) On a trip to Spokane, Joy experienced car trouble. She knew she needed to find a
good mechanic, so she asked the advice of the people running the motel where she was
staying. She also called the local Better Business Bureau to help and looked in the local
Yellow Pages. Finally, she called a friend who used to live in Spokane for his
recommendation. Joy was obviously engaged in which stage of the consumer decision making
process?
A. problem recognition
B. information search
C. postpurchase evaluation
D. subliminal problem avoidance
E. purchase decision
27. (p. 118) _____ is the stage of the consumer decision making process whereby the individual
scans information stored in memory to recall past experience and/or knowledge regarding
various purchase alternatives.
A. Problem recognition
B. Internal information search
C. External information search
D. Alternative evaluation
E. Post purchase evaluation
28. (p. 118) Sam Crenshaw looked at realty ads in local newspaper and in the listings magazine
he found at a local restaurant, asked his friends, and called the local Chamber of Commerce
before purchasing a home site in Lincoln. These activities are examples of:
A. internal information search
B. external information search
C. post purchase evaluation
D. problem clarification
E. evoked set manipulation
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29. (p. 118-119) External sources of information used in the consumer decision-making process
include:
A. personal experiences
B. public sources
C. commercial sources
D. personal sources
E. all of the above
30. (p. 119) _____ is the process by which an individual receives, selects, organizes, and
interprets information to create a meaningful picture of the world.
A. Information search
B. Problem solving
C. Perception
D. Motivation
E. Integration
31. (p. 119) _____ is the immediate, direct response of the senses to stimuli like the smell of
coffee, the feel of an ocean breeze, and the taste of chocolate.
A. Evocation
B. Sensation
C. Perception
D. Attitudinal adjustment
E. Perception retrieval
32. (p. 119) Perception is an important consideration when creating attention-getting ads.
Obsession and other brands of perfume use scented strips in their ads to influence _____ and
to increase the probability that the ad will be perceived.
A. the consumer's level of sensory input
B. consumer personality
C. the internal information search
D. perception retrieval
E. subliminal perception
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33. (p. 119) One way advertisers attempt to influence consumers' perceptual processes is through
the use of:
A. songs popular with the target audience
B. a mass audience appeal
C. generalized advertising messages
D. ads that appeal to only one sense
E. noise elimination
34. (p. 119) The perceptual process has often been referred to as the consumer's _____ process.
A. shaping
B. information retrieval
C. filtering
D. situation-defining
E. modeling
35. (p. 121) _____ is a filtering or screening of exposure, attention, comprehension, and
retention of stimuli.
A. Subliminal perception
B. Information discrimination
C. Sensation
D. Selective perception
E. Information retrieval
36. (p. 121) Micah and Jeremy both watched the Sugar Bowl on television. Micah was especially
interested in the ads for Ford and GMC trucks because he is planning on buying a new truck
soon. Jeremy did not notice the truck, but because he is a theater major, he did notice the ads
for a new movie based on an Alfred Hitchcock classic. _____ accounts for why the two
watched the same television show and saw different commercials.
A. Selective attention
B. Selective exposure
C. Subliminal perception
D. Selective retention
E. Selective comprehension
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37. (p. 121) _____ occurs when Mae elects to read only the book section of the New York Times
Sunday newspaper and not look at the other sections of the paper.
A. Selective retrieval
B. Selective exposure
C. Selective comprehension
D. Selective retention
E. Subliminal perception
38. (p. 121) The perception process whereby consumers interpret information based on their own
attitudes, beliefs, motives and experiences is known as:
A. selective attention
B. selective exposure
C. selective comprehension
D. selective retention
E. subliminal perception
39. (p. 121) As you are watching television, have you ever seen the same commercial repeated
numerous times over a period of days? The best explanation for the repetitive ads is the
advertisers' desire to create:
A. selective attention
B. selective exposure
C. selective comprehension
D. selective retention
E. subliminal perception
40. (p. 121) Through the use of mnemonics, advertisers hope consumers will engage in _____
when they see the advertisements.
A. selective attention
B. selective exposure
C. selective comprehension
D. selective retention
E. subliminal perception
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41. (p. 121) The gecko lizard in the Geico Direct insurance ads, the golden arches of
McDonald's, and the Mr. Peanut character used by Planters' Peanuts are all examples of:
A. drives
B. cues
C. mnemonics
D. trigger points
E. persuaders
42. (p. 121) Symbols, rhymes, association and images that assist in the learning and memory
processes are known as:
A. drives
B. cues
C. mnemonics
D. trigger points
E. persuaders
43. (p. 122) Ads reminding people to use the FEDEX by dialing 1-800-GOFEDEX are based
on:
A. a subliminal technique
B. classical conditioning
C. reinforcement theory
D. a mnemonic
E. shaping
44. (p. 121) Pet scans and MRI imaging measure chemical activity and/or changes in the
magnetic fields of peoples' brains. Marketers are now using these scientific technologies to:
A. to see if American consumers respond to the use subliminal advertising.
B. learn how consumers make up their minds
C. support medical integrated marketing communications
D. offset negative images of marketing brainwashing consumers
E. all of the above
See IMC Perspective 4-2.
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45. (p. 123) The basis for subliminal advertising can be found in:
A. cognitive theory
B. psychoanalytic theory
C. behavioral learning theory
D. affective theory
E. multiattribute motivational model
See also Ethical Perspective 4-1.
46. (p. 123) According to those who believe in subliminal advertising, effective symbols, such as
skulls and cross bones, phallic symbols and words such as "sex", are embedded in the ads.
The use of these symbols to stimulate consumers' motives would receive support from _____
theory.
A. cognitive
B. reinforcement
C. behavioral learning
D. psychoanalytical
E. operant learning
See also Ethical Perspective 4-1.
47. (p. 122) The various brands identified as purchase options to be considered during the
alternative evaluation process are known as:
A. decision criteria
B. a brand attribution list
C. the working model
D. the evoked set
E. subliminal choices
48. (p. 122) During which stage of the consumer decision-making process are evoked sets and
evaluative criteria relevant?
A. problem recognition
B. information search
C. postpurchase evaluation
D. alternative evaluation
E. purchase decision
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49. (p. 122) Every afternoon about 3 o'clock, Todd buys a cold drink. He either buys a CocaCola, or a Minute Maid lemonade. He will not consider any other brand or type of soft drink
because the two drinks make up his:
A. decision criteria
B. brand attribution list
C. working model
D. evoked set
E. subliminal choices
50. (p. 122) Leeanne is going to buy canned vegetables for her family's meals. Her evoked set
would best be described as:
A. all brands of canned vegetables
B. all brands of canned vegetables that are not store brands
C. Del Monte and Stokely's canned vegetables because they are the only two brands she ever
buys
D. any vegetable—fresh, frozen, or canned
E. whatever is stocked on her supermarket's shelves
51. (p. 124) Which of the following techniques can marketers use to ensure their brand is
included in the consumer's evoked set?
A. Create top-of-mind awareness.
B. Use comparative advertising to encourage consumers to consider their brand along with
market leaders.
C. Use point-of-purchase displays to draw attention to a brand in the store.
D. Use in-store sampling to encourage consumers to try a brand.
E. Do all of the above.
52. (p. 124) _____ are the dimensions or attributes of a product that are used to compare
different alternatives.
A. Evaluative criteria
B. Attribute assignments
C. Dissonance motives
D. Consequences
E. Reinforcement criteria
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53. (p. 124) Which of the following could be an example of an evaluative criterion a parent
might use to select a pediatrician for her children?
A. the location of the doctor's office
B. where the doctor attended medical school
C. how the doctor handles emergency situations
D. how compassionate the doctor seems
E. all of the above
54. (p. 124) During which stage of the consumer decision making process are both functional
and psychosocial consequences important?
A. problem recognition
B. information search
C. postpurchase evaluation
D. alternative evaluation
E. purchase decision
55. (p. 124) _____ refer to specific events or outcomes consumers experience when a product or
service is purchased and/or consumed.
A. Evaluative criteria
B. Attribute assignments
C. Dissonance motives
D. Consequences
E. Reinforcement criteria
56. (p. 124) _____ are the concrete outcomes of product or service usage that are tangible and
directly experienced by consumers.
A. Functional consequences
B. Psychosocial consequences
C. Bundles of attributes
D. Service assessments
E. Physiological stimuli
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57. (p. 124) In terms of the alternative evaluation stage of the consumer decision-making
process, how a golf cart handles, how the brakes on a bicycle work, and how well a stain
remover eliminates grass stains are all examples of:
A. functional consequences
B. psychosocial consequences
C. bundles of attributes
D. service assessments
E. physiological stimuli
58. (p. 124) Which of the following is an example of a functional consequence?
A. the need to order champagne to celebrate a birthday
B. the desire to eat a pound of chocolate
C. the feeling of success that comes with the purchase of a Mercedes
D. the taste of buttered popcorn in a movie theater
E. the joy of finding the perfect gift for a friend
59. (p. 124) Which of the following is an example of a psychosocial consequence?
A. the taste of a soft drink
B. the feeling of prestige associated with wearing a Rolex watch
C. the acceleration of an automobile
D. the processing speed of a personal computer
E. the firmness of a mattress
60. (p. 124) In terms of the alternative evaluation stage of the consumer decision-making
process, how you feel when you wear new shoes, how you think others like your new hair
style, and how a new weight-loss plan makes you feel about yourself are all examples of:
A. functional consequences
B. psychosocial consequences
C. bundles of attributes
D. service assessments
E. physiological stimuli
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Chapter 04 - Perspectives on Consumer Behavior
61. (p. 124) _____ are the abstract outcomes of product or service usage that are intangible,
subjective and personal.
A. Functional consequences
B. Psychosocial consequences
C. Bundles of attributes
D. Service assessments
E. Psychological stimuli
62. (p. 125) _____ is a construct that represents an individual's overall feelings or evaluation of
an object and is viewed as a learned predisposition to respond toward it.
A. A motive
B. A need
C. Perception
D. An attitude
E. A decision rule
63. (p. 125-126) Which of the following statements describes a major advantage inherent in the
use of multiattribute models to study consumer behavior?
A. Multiattribute models offer very simple ways to assess attitudes.
B. Multiattribute models focus only on the overall feelings a consumer has towards a brand.
C. Multiattribute models help marketers better understand and diagnose the underlying
structure or basis of consumers' attitudes.
D. Multiattribute models view consumer attitude formation and decision making as
noncompensatory in nature.
E. All of the above describes advantages inherent in the use of multiattribute models to study
consumer behavior.
64. (p. 125-126) _____ views a consumer's attitude toward brand as possessing a number of
attributes that provide the basis on which consumers form their attitudes.
A. A multiattribute attitude model
B. An affect referral attitude model
C. Heuristics
D. Stimulus-response theory
E. Operant conditioning
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65. (p. 126) Beliefs concerning specific attributes or consequences that are activated and form
the basis of an attitude are known as:
A. affective beliefs
B. cognitive beliefs
C. heuristics
D. evaluative beliefs
E. salient beliefs
66. (p. 126) Spalding ran an advertisement promoting its Top Flight golf balls as the brand that is
the most durable and goes the farthest. This ad campaign attempted to influence consumers'
attitudes by:
A. increasing or changing the strength or belief rating of the brand on an important attribute
B. changing consumers' perceptions of the importance or value of an attribute
C. adding a new attribute to the attitude formation process
D. ignoring the competition
E. avoiding any direct effect on consumers' attitudes
67. (p. 126) Information such as product knowledge, meanings, and beliefs is combined to
evaluate alternatives through:
A. motive stimulation
B. subliminal perception
C. integration processes
D. cognitive dissonance
E. affective reasoning
68. (p. 126) Simplified decision rules such as "Always buy the largest size of the cheapest priced
detergent" or "Only buy motor oil if the manufacturer is offering a rebate" are:
A. the result of integration processes
B. called heuristics
C. formalized group norms
D. problem-solving consequences
E. stimulus-response benefits
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69. (p. 127) Which of the following would be an example of a consumer heuristic?
A. Never buy cat litter that does not contain a deodorizing agent.
B. Do not buy national brands of pet food.
C. Use coupons for the purchase of all snack foods.
D. Do not buy cake mixes that contain artificial color.
E. Any of the above could be an example of a consumer heuristic.
70. (p. 127) In its ads, Maxwell House Coffee stresses consumers' overall emotional impression
of the brand with its "Good to the last drop" slogan. Maxwell House wants consumers to
purchase on the basis of this impression and not by comparing specific attributes of other
brands of coffee. This is an example of a marketer using:
A. the affect referral decision rule
B. intermittent stimulation
C. cognitive input/output
D. psychosocial consequences
E. non-qualitative evaluative criteria
71. (p. 127) Nestlé uses the slogan, "Good Food, Good Life" to stress that its products provide
everything consumers need—there is no need of looking at any other brands. Nestlé uses:
A. the affect referral decision rule
B. intermittent stimulation
C. cognitive input/output
D. psychosocial consequences
E. non-qualitative evaluative criteria
72. (p. 127) _____ is an outcome of the alternative evaluation process and represents a
predisposition to buy a certain brand.
A. A purchase decision
B. A purchase intention
C. Affective behavior
D. Satisfaction
E. Cognitive dissonance
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73. (p. 127) _____ is a preference for a particular brand that results in its repeated purchase.
A. A purchase intention
B. Brand affectation
C. Cognitive dissonance
D. Brand loyalty
E. A heuristic
74. (p. 127) David Pruitt owns several rental apartments. Having tried some other appliance
brands in his apartments and been dissatisfied with their short life span, Pruitt will now only
purchase Maytag brand appliances to go into his apartments. Pruitt's repeat purchases of
Maytag appliances indicate:
A. the existence of cognitive dissonance
B. the absence of any affect referral decision rule
C. strong brand loyalty
D. extensive decision making and strong psychosocial consequences
E. a lack of evaluative criteria
75. (p. 127) Why must marketers recognize the significance of the consumer's postpurchase
evaluation stage?
A. Cognitive dissonance may cause customers to never again purchase the product that was
the source of the psychological tension.
B. Dissatisfied customers are unlikely to repurchase the marketer's product.
C. Consumers often seek out information to confirm the wisdom of their choice.
D. Dissatisfied customers are likely to be a source of negative word-of-mouth information.
E. All of the above are reasons why marketers must recognize the significance of the
consumer's post-purchase evaluation stage.
76. (p. 128) _____ is a state of psychological tension or post-purchase doubt a consumer may
experience after making a difficult purchase decision.
A. Post-purchase evaluation
B. Dissatisfaction
C. Cognitive dissonance
D. Conditioned anxiety
E. Affective response
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77. (p. 128) For which of the following products is the consumer most likely to experience
cognitive dissonance?
A. chewing gum
B. diamond engagement ring
C. office supplies
D. light bulbs
E. garden fertilizer
The purchase of a ring is an important decision and the buyer must choose among close
alternatives.
78. (p. 128) Most of the purchase decisions made by consumers for low-priced frequently
purchased products are characterized by:
A. routine response behavior
B. limited problem solving
C. extended problem solving
D. high involvement
E. cognitive learning
79. (p. 129) For which of the following situations is a consumer's purchase behavior most likely
to be characterized by extended problem solving?
A. the purchase of laundry detergent
B. the purchase of a new pair of running shoes by a consumer who runs regularly
C. the purchase of a new set of skis by an avid skier
D. the selection of a restaurant for lunch with friends
E. the first time purchase of a personal computer by someone with no prior knowledge of PCs
80. (p. 129) A product manager for a new brand of laundry detergent must:
A. increase problem recognition for detergent purchases
B. interrupt consumers' routine choice behavior and get them to consider a new brand
C. maintain a lower price than competitors
D. provide detailed information to consumers
E. create pioneering advertising.
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81. (p. 130) _____ assumes that learning is an associative process with an already existing
relationship between a stimulus and a response.
A. Classical conditioning
B. Operant conditioning
C. Instrumental conditioning
D. Cognitive learning
E. Affective modeling
82. (p. 130) _____ occurs when an unconditioned stimulus and a conditioned stimulus occur in
close proximity in time and space.
A. Association
B. Repetition
C. Frequency
D. Conditioning
E. Generalization
83. (p. 130) _____ is likely to occur when a point-of-purchase display for a new type of dental
adhesive is teamed with a life-size portrait of the late Clint Eastwood, a man many people
who are over 50 admire and want to emulate.
A. Classical conditioning
B. Psychological conditioning
C. Affective modeling
D. Reversal design
E. Cognitive conditioning
84. (p. 130) Many baby boomers, especially males, can easily recognize the aqua blue color that
was used on many 1950s automobiles. Seeing that color on a restaurant wall or as the color
used on restaurant booths will elicit a response to that restaurant that is:
A. similar to that used for evaluating a product with both functional and psychological
consequences
B. exemplary of cognitive planning
C. consistent with classical conditioning principles
D. related to current trends in advertising
E. reflective of the wheel of retailing hypothesis
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85. (p. 130) An ad for Lowe's Home Improvement Warehouses shows a U.S. flag made out of
flowers and has the headline, "Hooray for the red, white, and bloom." The ad associates
Lowe's with the beauty of flowers as well as patriotism—both of which evoke positive
responses in consumers and by association should evoke positive responses for Lowe's. This
is an example of:
A. the application of classical conditioning theory
B. the wheel of retailing hypothesis
C. cognitive planning
D. using functional consequences to make a positioning statement
E. perception retrieval
86. (p. 131) Why are principles of operant conditioning useful in the development of
promotional strategies?
A. The principles of operant conditioning explain the cognitive processes that mediate a
consumer's response to advertising.
B. The principles of operant conditioning show that experiences with products provide
reinforcements that affect future purchase behaviors.
C. The principles of operant conditioning explain why coupons and samples are unlikely to
have any desirable effect on consumer behavior.
D. The principles of operant conditioning explain consumer behavior in both high and low
involvement situations.
E. The principles of operant conditioning explains how the pairing of a neutral stimulus with a
positive stimulus can produce an immediate desired response.
87. (p. 131) _____ is most closely associated with positive reinforcement.
A. Projective conditioning
B. Psychoanalytic theory
C. Operant conditioning
D. Affective theory
E. The multiattribute motivational model
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88. (p. 131) Operant conditioning is sometimes referred to as _____ conditioning.
A. stimulus-response
B. psychoanalytical
C. subliminal
D. instrumental
E. valence-oriented
89. (p. 131) Campbell's uses coupons, premiums and sweepstakes to promote its soup. This
reflects an application of:
A. cognitive theory
B. psychoanalytic theory
C. operant conditioning
D. affective theory
E. the multiattribute motivational model
90. (p. 131) The presence of a prize in every box of Cracker Jack snacks is an example of:
A. classical conditioning
B. continuous reinforcement
C. partial reinforcement
D. cognitive learning
E. intermittent reinforcement
91. (p. 131) Learning occurs most rapidly under a(n) _____ reinforcement schedule, but the
behavior is likely to cease when the reinforcement stops.
A. continuous
B. partial
C. intermittent
D. modeled
E. flexible
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Chapter 04 - Perspectives on Consumer Behavior
92. (p. 132) _____ is the reinforcement of successive acts that lead to a desired behavioral
pattern or response.
A. Shaping
B. Continuous reinforcement
C. Partial reinforcement
D. Stimulus generalization
E. Internal processing
93. (p. 132) When Sunkist introduced Almond Accents, a topping for everything from salads to
casseroles, the promotional program for the introduction process included a 75-cents-off
coupon on one 6 ounce bag and a $1.25-cents off coupon for two 6-ounce bags. In addition,
consumers were asked to enter an original recipe using Almond Accents in a contest in which
the first prize was a trip for two to the Culinary Institute of America. The use of these
promotional tools is a good example of the application of:
A. classical conditioning theory
B. shaping procedures
C. cognitive learning theory
D. intermittent reinforcement
E. attitude modification theory
94. (p. 132) Behavioral learning theories have been criticized for:
A. focusing on providing information through subliminal learning processes
B. using suggestive illustrations to make consumers respond to internal stimuli
C. employing the use of violence in altering mind-body awareness
D. being useless in explaining consumers' decision-making processes
E. assuming a mechanistic view of the consumer placing too much emphasis on external
stimulus factors.
95. (p. 133) An approach to consumer learning that views the consumer as an information
processor and problem-solver who forms judgments and evaluates various alternatives is
consistent with:
A. classical conditioning
B. instrumental conditioning
C. shaping
D. cognitive learning theory
E. process integration
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96. (p. 133) Peugeot ran a print advertising campaign for its automobiles that presented twenty
good reasons for buying a Peugeot 505. The ad was very detailed and contained a great deal
of information concerning performance characteristics of the car. This type of ad campaign
would be consistent with which of the following learning theories?
A. instrumental conditioning
B. classical conditioning
C. low involvement learning
D. cognitive learning theory
E. multiattribute learning
97. (p. 133) Business-to-business advertisers often assume their ads must contain a lot of
information so potential customers can use this information to solve their problems. The basis
for this type of advertising would be:
A. cognitive learning theory
B. psychoanalytic theory
C. behavioral learning theory
D. affective modeling
E. shaping
98. (p. 133) The print ad for Chevy Ventura vans contains about ten times more copy than other
ads in a recent issue of Better Homes & Gardens magazine. Which of the following theories
states that this is an appropriate way to shape consumer behavior?
A. psychoanalytical theory
B. cognitive theory
C. reinforcement theory
D. affective modeling
E. operant conditioning
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99. (p. 134) External factors that might affect the way consumers perceive advertisements
include:
A. subcultural purchasing patterns
B. social class values
C. attitudes of friends and family
D. reference group norms
E. all of the above
See Figure 4-11.
100. (p. 134) _____ is defined as the complexity of learned meanings, values, norms and
customs shared by members of a society.
A. Culture
B. Social class
C. Reference groups
D. Aspirational groups
E. Situational influences
101. (p. 134) _____ are groups or segments in a society that possess similar beliefs, values,
norms and patterns of behavior that set them apart from the larger mainstream.
A. Demographic groups
B. Subcultures
C. Neighborhoods
D. Social classes
E. Reference groups
102. (p. 134) Ads for cruises, vacation time shares, and resort areas often show a couple enjoying
quiet time together. Many of these ads contain two men or two women rather than a man and
a woman in order to appeal to the lucrative gay market. This type of ad campaign with same
sex couples is an example of how _____ affect marketing.
A. demographic groups
B. subcultures
C. cultures
D. social classes
E. reference groups
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Chapter 04 - Perspectives on Consumer Behavior
103. (p. 135) Why is it important that marketers understand how social class affects consumer
behavior?
A. Consumers in various social class strata differ in the degree to which they use various
products and services.
B. Consumers in various social class strata often exhibit similar values, lifestyle, and buyer
behavior.
C. Social class strata provide a basis for market segmentation for various products and
services.
D. Consumers in various social class strata often have similar media habits.
E. All of the above are reasons why marketers need to understand how social class affects
consumer behavior.
104. (p. 135) A _____ is a group whose presumed perspective or values are used by an
individual as the basis for his or her judgments, opinions, and actions.
A. subculture
B. social class
C. reference group
D. demographic group
E. cultural mix
105. (p. 136) A reference group to which one does not wish to belong is a(an) _____ group.
A. aspirational
B. disassociative
C. disconnected
D. confrontational
E. segregated
106. (p. 136) Reference groups to which one would like to belong are called _____ groups.
A. aspirational
B. disassociative
C. evoked
D. acquisitive
E. integrated
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107. (p. 136) Civic organizations like Rotary Clubs, Kiwanis and Lions Clubs offer their
members camaraderie and a chance to help others through donations of time and money. By
being positive forces in their communities, these organizations become:
A. disassociative groups
B. aspirational reference groups
C. social class referents
D. subcultural referents
E. external referents
108. (p. 136) Boxing champion Evander Holyfield is a popular role model for young AfricanAmerican children, especially in his home state of Georgia. An anti-litter ad campaign that
features Holyfield attempts to convince children to "Keep Georgia Peachy Clean" just like
Evander does. This ad campaign hopes children will want to emulate Holyfield and convince
others to emulate the fighter. Thus, a(n) _____ reference group will be created.
A. aspirational
B. disassociative
C. evoked
D. acquisitive
E. integrated
109. (p. 137) In the family decision-making process, the person in the family who is responsible
for problem recognition is the:
A. purchasing agent
B. consumer
C. initiator
D. information provider
E. influencer
See Figure 4-12.
110. (p. 137) Family role structures are important to advertisers in determining:
A. whether to use operant or classical conditioning
B. whether to appeal to the subconscious motives of the husband or the wife
C. what information to feature in advertising to each family member
D. whether to use a high or low involvement ad
E. all of the above
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Chapter 04 - Perspectives on Consumer Behavior
111. (p. 137) As the family sat at the dinner table, son Kent asked for a puppy. His request was
immediately seconded by his sister Jeanine. Their mother asked who would care for the puppy
while the father sat in his chair shaking his head. Which of the following statements describes
the roles family members played in this decision-making process?
A. Kent, Jeanine, and mother acted as initiators.
B. Kent and Jeanine were initiators, and the mother was the decision maker.
C. Jeanine was the initiator, Kent was the consumer, and the mother was the influencer.
D. Jeanine and Kent planned to be the consumers until their father assumed the role of
decision maker.
E. The only person who did not have a role in the family decision making process in the
mother.
See Figure 4-12.
112. (p. 137) Factors such as time of day, store environments, or occasion for which a product
will be used are examples of:
A. group norms
B. cultural factors
C. subcultural influences
D. family influences
E. situational determinants
113. (p. 137) Which of the following is an example of a situational determinant that would affect
consumer behavior?
A. Beth had less than an hour to buy sheets, towels, shower curtain, and trash cans for her
new apartment.
B. Wednesday is Senior Citizen Day at Kroger, and the store plays big band music all day.
C. Roger needed to buy a gift for his twentieth-fifth wedding anniversary.
D. Even though Lonnie wants to buy a new mattress, he missed the ad for the mattress sale
because he was listening to his friends argue about the correct way to eat crawfish.
E. All of the above are examples of a situational determination that could affect consumer
behavior.
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114. (p. 138-139) Which of the following research strategies would cross-disciplinary market
researchers likely employ if they were researching how to create ads to increase the use of the
U.S. Postal Service?
A. observation of how customers interact with people behind the counter at post offices
B. interpretative analyses
C. in-depth personal interviews
D. ethnographic participant observer studies
E. all of the above.
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