Question 1

__________ for information is needed when past experience or knowledge is insufficient,the risk of making a wrong purchase decision is high,and the cost of gathering information is low.

Accepted Answer

A)   external search
B)   internal search
C)   alternative evaluation
D)   cognitive search
E)   postpurchase searchF) C) and D)
G) A) and B)

Question 2

the VALS framework,consumers can have abundant or minimal levels of psychological,physical,and material resources.One segment with abundant resources,known as __________,are successful,sophisticated,take-charge people with high self-esteem and abundant resources of all kinds.

Accepted Answer

A)   Experiencers
B)   Innovators
C)   Makers
D)   Achievers
E)   StriversF) A) and E)
G) A) and B)

Question 3

purchasing a computer,factors the consumer considers prior to purchase are called __________,which represent both the objective attributes of a brand and the subjective ones used to compare different products and brands.

Accepted Answer

A)   hot buttons
B)   informational alternatives
C)   buying-decision choices
D)   evaluative criteria
E)   consumer attributesF) D) and E)
G) All of the above

Question 4

ad for Conesco's life insurance asks the question,"How do you plan on supporting your family after you pass away?" The ad shows a tombstone with a sign that offers the face of the stone as ad space.The ad is intended to appeal to which of the hierarchy of needs?

Accepted Answer

A)   physiological needs
B)   safety needs
C)   social needs
D)   personal needs
E)   self-actualization needsF) A) and E)
G) None of the above

Question 5

term __________ is defined as the relatively permanent,homogeneous divisions in a society into which people sharing similar values,interests,and behavior can be grouped.

Accepted Answer

A)   socioeconomic stratum
B)   seller segmentation
C)   social class
D)   value and lifestyle group
E)   cultural clusterF) A) and E)
G) A) and D)

Question 6

Scanning your memory for previous experiences with products or brands occurs during 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) B) and E)
G) C) and D)

Question 7

Consumer behavior includes the actions a person takes in purchasing services and using products and services,including

Accepted Answer

A)   the mental and physical processes that come before and after these actions.
B)   the financial and psychological processes that take place before and during these actions.
C)   the mental and social processes that come before and after these actions.
D)   the financial and emotional processes that take place before and after these actions.
E)   the cognitive and attitudinal processes that take place before, during, and after these actions.F) A) and D)
G) A) and C)

Question 8

Figure 5-5
-According to Figure 5-5 above,friendship is an example of a __________ need.

Accepted Answer

A)   self-actualization
B)   personal
C)   social
D)   safety
E)   physiologicalF) A) and B)
G) A) and D)

Question 9

Figure 5-5
-According to Figure 5-5 above,status is an example of a __________ need.

Accepted Answer

A)   self-actualization
B)   personal
C)   social
D)   safety
E)   physiologicalF) A) and B)
G) A) and E)

Question 10

VALS Framework
-creates profiles of people based on their primary motivation and resources.In the VALS framework above,"A" refers to

Accepted Answer

A)   Ideals.
B)   Achievement.
C)   Self-Expression.
D)   Survivors.
E)   Innovators.F) C) and E)
G) C) and D)

Question 11

Relatives and friends whom the consumer trusts are known as __________ of external information.

Accepted Answer

A)   relational sources
B)   marketer-dominated sources
C)   personal sources
D)   stakeholder sources
E)   public sourcesF) A) and B)
G) C) and D)

Question 12

Linda contends that she can taste the difference between fat-free cheeses and those with regular fat content.Linda is exhibiting

Accepted Answer

A)   cognitive dissonance.
B)   selective retention.
C)   stimulus discrimination.
D)   selective comprehension.
E)   stimulus generalization.F) All of the above
G) B) and D)

Question 13

VALS Framework
-creates profiles of people based on their primary motivation and resources.In the VALS framework above,"E" refers to

Accepted Answer

A)   Ideals
B)   Achievement
C)   Self-Expression
D)   Survivors
E)   InnovatorsF) A) and D)
G) A) and C)

Question 14

Which of the following statements about Hispanic buying patterns is most accurate?

Accepted Answer

A)   Hispanics are brand loyal and willing to pay a premium price for premium quality.
B)   Hispanic buying preferences are strongly influenced by contemporary fads and fashions.
C)   Hispanics are dubious about using advertising as a credible information source.
D)   Convenience is an important product attribute to Hispanic homemakers with respect to food preparation or consumption.
E)   The differences between Hispanic buying patterns have virtually disappeared within the past ten years.F) C) and E)
G) B) and C)

Question 15

There are five stages in the consumer purchase decision process.The third stage is __________.

Accepted Answer

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

Question 16

is the annual market size for the products bought by or for preteens and teenagers?

Accepted Answer

A)   $100 million
B)   $2 billion
C)   $10 billion
D)   $200 billion
E)   $1 trillionF) A) and E)
G) All of the above

Question 17

Scanning your memory for previous experiences with products or brands is called

Accepted Answer

A)   problem recognition.
B)   alternative evaluation.
C)   cognitive dissonance.
D)   internal search.
E)   external search.F) A) and B)
G) B) and C)

Question 18

American Express advertising claim that "membership has its privileges" creates which type of reference group?

Accepted Answer

A)   aspiration group
B)   dissociative group
C)   assimilation group
D)   integrated group
E)   membership groupF) B) and C)
G) A) and B)

Question 19

Figure 5-5
-Figure 5-5 above depicts the ___________.

Accepted Answer

A)   motivation of needs
B)   hierarchy of wants
C)   hierarchy of needs
D)   ranking of wants
E)   psychosocial needsF) A) and C)
G) A) and B)

Question 20

Those needs which are basic to survival and which must be satisfied first are referred to as

Accepted Answer

A)   physiological needs.
B)   safety needs.
C)   social needs.
D)   personal needs.
E)   self-actualization needs.F) A) and D)
G) None of the above

Exam 5: Understanding Consumer Behavior

term __________ is defined as the relatively permanent,homogeneous divisions in a society into which people sharing similar values,interests,and behavior can be grouped.

Correct AnswerverifiedShow Answer

Figure 5-5 -According to Figure 5-5 above,friendship is an example of a __________ need.

Correct AnswerverifiedShow Answer

VALS Framework -creates profiles of people based on their primary motivation and resources.In the VALS framework above,"E" refers to

Correct AnswerverifiedShow Answer

is the annual market size for the products bought by or for preteens and teenagers?

Correct AnswerverifiedShow Answer

Which of the following statements about Hispanic buying patterns is most accurate?

Correct AnswerverifiedShow Answer

Consumer behavior includes the actions a person takes in purchasing services and using products and services,including

Correct AnswerverifiedShow Answer

ad for Conesco's life insurance asks the question,"How do you plan on supporting your family after you pass away?" The ad shows a tombstone with a sign that offers the face of the stone as ad space.The ad is intended to appeal to which of the hierarchy of needs?

Correct AnswerverifiedShow Answer

Those needs which are basic to survival and which must be satisfied first are referred to as

Correct AnswerverifiedShow Answer

Linda contends that she can taste the difference between fat-free cheeses and those with regular fat content.Linda is exhibiting

Correct AnswerverifiedShow Answer

the VALS framework,consumers can have abundant or minimal levels of psychological,physical,and material resources.One segment with abundant resources,known as __________,are successful,sophisticated,take-charge people with high self-esteem and abundant resources of all kinds.

Correct AnswerverifiedShow Answer

Figure 5-5 -According to Figure 5-5 above,status is an example of a __________ need.

Correct AnswerverifiedShow Answer

Figure 5-5 -Figure 5-5 above depicts the ___________.

Correct AnswerverifiedShow Answer

Relatives and friends whom the consumer trusts are known as __________ of external information.

Correct AnswerverifiedShow Answer

American Express advertising claim that "membership has its privileges" creates which type of reference group?

Correct AnswerverifiedShow Answer

Scanning your memory for previous experiences with products or brands is called

Correct AnswerverifiedShow Answer

There are five stages in the consumer purchase decision process.The third stage is __________.

Correct AnswerverifiedShow Answer

__________ for information is needed when past experience or knowledge is insufficient,the risk of making a wrong purchase decision is high,and the cost of gathering information is low.

Correct AnswerverifiedShow Answer

Scanning your memory for previous experiences with products or brands occurs during which stage of the consumer purchase decision process?

Correct AnswerverifiedShow Answer

VALS Framework -creates profiles of people based on their primary motivation and resources.In the VALS framework above,"A" refers to

Correct AnswerverifiedShow Answer

purchasing a computer,factors the consumer considers prior to purchase are called __________,which represent both the objective attributes of a brand and the subjective ones used to compare different products and brands.

Correct AnswerverifiedShow Answer

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