Consumers are more likely to be aware of stimuli that relate to their current needs.
This is
known as _____.
perceptual vigilance
perceptual outlook
perceptual diligence
perceptual defence
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?
Exposure
Attention
Adaption
Interpretation
The ideal self is a person's conception of how she ________.
adapts to play different roles
imagines other think of her
would like to be
realistically thinks she is
"In a(n) ____ culture, a person might feel shame instead of honor if she were separated from
her work group and given special recognition for a job well done."
conventional
collectivist
ecological
ideological
Which of the following is NOT a situation when unplanned buying may occur?
When a person is unfamiliar with a store's layout
When a person is reminded to buy something by seeing it on a store shelf
When a person recognizes new needs when while in the store
When a person has a lot of time to browse
"When consumers recognize a need, and then search the marketplace for information to
resolve it, they are engaging in a process known as _________."
product information search
prepurchase search
ongoing search
postpurchase search
"Maria Schuler was never quite sure if it was correct for her to be defined as a member of a
specific ____ subculture. She spoke Spanish, lived in the United States, and had emigrated from
Argentina, where her parents had emigrated from Germany only 20 years before."
context
micro
ethnic
progressive
"Consumer's choices are affected by many personal factors, such as his or her mood, whether
there is time pressure to make the purchase, and the situation or context in which the product
is needed. These are referred to as the ______in the Consumer Behaviour Model."
postpurchase processes
antecedent states
shopping experience
purchase environment
Which of the following comes closest in characterizing the concept of hedonic consumption?
Bill can't get an advertising jingle out of his mind when he enters a store and sees the
product the jingle advertises.
Kim can never buy fashionable clothes without looking carefully at their construction
and then feeling the quality of the cloth with her fingers.
Marcus often buys products just to make his wife angry. He thinks that since she is such
a penny-pincher she ought to be punished. Buying unneeded items is how Marcus
punishes her frugality.
A new computer game rapidly replaced an older one because it had much faster action.
Identifying groups of consumers who are similar to one another in one or more ways and then
devising marketing strategies that appeal to them is called ____.
individual focus
demographics
psychographics
market segmentation
"When the consumer perceives a difference between the current state of affairs and the ideal
state, this is known as ______."
problem recognition
habitual decision making
complex decision making
information search
"People of relatively the same age who might understand each other when they refer to ""my
generation"" are called _______."
tribes
market segments
the age cohort
age related
Nostalgia is especially powerful for ________.
people who moved when they were young
people who had success in high school
adults older than 50
adults older than 30
" One of the principles of psychophysics is that changes in the physical environment are not
always matched by equal changes perceptually. If Madison Wilson were creating a new drink,
what would psychophysics tell her?"
She could make the drink twice as sweet by adding twice the amount of sugar.
" She would need to research how the perception of ""sweetness"" changed by the
amount of sugar added."
" She would need to look at the subliminal aspects of ""sweetness."""
" She would need to create promotions to tell customers how ""sweet"" the new drink
is."
"Young teenage girls are very heavy users of makeup (especially eye shadow). Though the size
of this market is smaller than the larger adult market, marketers have learned that the
consumption pattern is very heavy and that these young women experiment with many
varieties of products. This market is most likely being governed by which of the following?"
the 80/20 rule
the pyramid principle
the derived demand rule
the surrogate buyer principle
____ refers to the positivity of a person's self-concept.
Social comparison
Self-esteem
Self-image
Self-concept
"Historically, people have associated tattoos with ____."
deviants and rebellious people
members of a religious order
people who are comfortable with their body image
members of fraternities and sororities
The alternatives a consumer knows about are his or her ______.
consideration set
alternative evaluations
evoked set
universal set
People often make decisions on the basis of a mental accounting. Principles of mental
accounting demonstrate that decisions can be influenced by the way a problem is posed. This is
called __.
variety seeking
positioning
framing
loss aversion
"Gen Akoi greatly values his micro-refrigerator. The refrigerator is so small it will fit almost
anywhere. Gen believes that the efficient use of space is one of the characteristics any good
product should have. With respect to the functional areas of a cultural system, Gen is focusing
on ____ as a variable in selecting his products."
ideology
ecology
social structure
socio-psychology
The classic contoured Coca-Cola bottle was designed approximately 90 years ago to satisfy the
request of a U.S. bottler for a soft-drink container that people could identify even in the dark.
This is an example of the power of which sensory system to create an attachment to a product?
Touch
Sight
Smell
Taste
A(n
icon
index
symbol
schema
" 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?"
the intensity threshold
the differential threshold
the absolute threshold
the relative threshold
______ is the industry term for inventory and cash losses from shoplifting and employee theft
Unrealized sales
Retail loss
Anti-consumption
Shrinkage
"Evan does business in South America. He has mastered Spanish and many cultural norms, but
he still has problems with cultural differences in ethics. Many of the regulatory officials Evan
must deal with still expect bribes. Evan solves this problem by bringing with him a number of
moderately priced watches. When an official admires his watch, Evan offers it to him or her as a
gift. Later he puts a new watch on his wrist. Evan has encountered a problem in ethics which
demonstrates that ____."
different cultures define ethical business behaviors differently
laws regulating business have become uniform because of the demands of a global
economy
a small lapse of ethics is acceptable
universal values are the basis of business ethic
U-commerce is best described as
the use of underground systems to move product from producer to consumer
"the use of networks that enable real-time connections in business, and consumptive
behavior"
consumer-generated content
universal commerce
" Through the process of ____, people try to affect what others think of them by strategically
choosing clothing and other products. "
impression management
self-extension
self-image congruence
symbolic self-completion
"When we get ""revved up"" and plunge into a spending spree it is known as ______."
experiential decision making
constructive processing
purchase momentum
impulsive decision making
Which of the following would NOT be part of the definition of business ethics?
Suggestions for how to behave in the marketplace
Rules of conduct that guide actions in the marketplace
"The application of universal values such as honesty, fairness, respect, integrity, and
concern for others in the workplace"
"The standards against which most people in a marketplace judge what is right, wrong,
good, or bad"
The process whereby consumers survey the environment for appropriate data to make a
reasonable decision is known as ______.
problem recognition
habitual decision making
complex decision making
information search
"Morris Davis believes that advertising and marketing have too much impact on a consumer's
daily life. To fight this problem, Mr. Davis recently initiated a Web site called ""Junk It!"" His
Web site invites disgruntled consumers to communicate with him about marketing invasions of
their privacy and individual space. Mr. Davis believes that change comes slowly but that
consumers must fight to preserve their culture and freedom from marketers and advertisers.
Which of the following terms best expresses the actions being taken by Mr. Davis to disrupt
what he perceives as inappropriate marketing and advertising actions?"
marketing myopia
cultural symbolism
culture jamming
transformative consumer research
"If a consumer describes a car as being the most economical car on the market, then this
descriptor is an _____"
Rule
Attitude
Belief
Cue
"The prevalence of social media providing us the means to communicate and collaborate with
networks of people, communities, and organizations is referred to as _______"
symbolic interactionism
the horizontal revolution
asynchronous consumption
the World Wide Web
A common practice among advertisers is to create new relationships between objects and
interpretants by inventing new connections between products and benefits. A classic example
of this was equating Marlboro cigarettes with the American frontier spirit. Which of the
following terms best describes this practice?
subliminal persuasion
figure ground projection
semiotic relationships
consumer-modeling connections
The ability to process information from more than one source at a time is known as ___.
multiple information processing
multisourcing
multitasking
hierarchy of task processing
"Since we rarely have the resources to weigh every possible factor in a decision, we will often
happily settle for a solution that is just good enough. This perspective on decision-making is
called ______."
bounded rationality
limited problem solving
incidental
satisficing
Different options are available to marketers and consumer researchers who want to collect
information regarding consumers. Which of the following is not a technique used to collect
primary data?
Role playing
Focus group
"""Active and On the Move."""
"""Move It or Lose It.""
When analyzing categorization techniques, the third, more specific ________ often includes
individual brands."
intermediate level category
basic level category
subordinate category
superordinate category
"Compared to a consumer whose car has broken down, the case of the consumer who craves a
newer, flashier car demonstrates"
need recognition
opportunity recognition
symbolic recognition
situational recognition
"A buyer who shops to relieve tension, anxiety, depression, or boredom is best described as
a(n) ____ consumer."
activist
anticonsumption
compulsive
consumed
Professor Franklin had a time machine and traveled back to 1975. He told a marketing class that
it would become popular among high school and college students to put holes through various
parts of their anatomy and to attach metal plugs and ornaments through those holes. The
students laughed at Professor Franklin and said they couldn't imagine that anyone would do
that to his or her own body. What aspect of consumer behavior did the students not
understand?
They didn't understand the impact of popular culture in influencing consumers.
They didn't understand that lifestyle issues are more important than social class issues.
They didn't understand the meaning of consumption.
They didn't understand the importance of culture jamming.
"Paula is a product manager. Her responsibility is to develop and market fitness products for a
mature consumer. Her research has determined that these consumers do not see themselves
as old. Based on what you have learned about self-image congruence models, which of the
following slogans would you recommend she use for her product lines?"
"""Grow Up and Hold Up."""
"""Not Your Mother's Gym."""
"""Active and On the Move."""
"""Move It or Lose It."""
"In Japan there is often a strict adherence to vertical relationships (especially in organizations).
The hierarchy is respected, and very little informality between members at different levels of
the hierarchy is tolerated. Which of the following dimensions of culture accounts for this
behavior?"
power distance
uncertainty avoidance
general psychology
masculinity/femininity
What is the primary purpose of a perceptual map?
The map outlines how the product process functions.
Perceptual maps diagram the differences between the sense systems.
Perceptual maps outline where a product stands in comparison to competitors in the
minds of consumers.
The map shows the threshold values of various retail stimuli.
Joan and Charles hit it off almost immediately. They met because they both loved classical
music and were attending the same auction of old Hi-Fi LPs. They found that they had a number
of other interests in common because they both shared the same ____.
de-alienated class
microculture
evoked set
context culture
" Jason and Mark were talking in class, but so was everyone else. As they continued to discuss
their day's adventures, it suddenly became clear to them that the teacher was staring at them.
They didn't realize that the class had been called to order and what was once only one
conversation among many was now disruptive. Jason apologized quickly and the teacher
resumed her normal activities. This is a good example of how a consumer's ability to detect a
difference between two stimuli is ____."
absolute
negligible
relative
embedded
