Consumer Behaviour Quiz

7/24/2019 Consumer Behaviour Quiz

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A decision that does not necessarily include alternative evaluation is:

a. A partial decision

b.

A limited decision

c. An extended decision

d. A habitual decision

When are consumers predicted to take no action in the problem recognition process?

a. When the actual state is double the desired state

b.

When the actual state exceeds the desired statec. When the desired state exceeds the actual state

d. When there is no discrepancy between desired and actual state

Extended decisions generally reflect:

a. Very low product involvement

b. Very low purchase involvement

c.

Very high product involvement

d. Very high purchase involvement

Marketing managers are interested in the external information search because:

a. It provides them with direct access to the consumer and it is through the external

information search that the consumer builds up the inert set.

b. It is through the external information search that the consumer builds up the inert set.

c.

It provides them with direct access to the consumer.

d. Information pulled from memory is more salient to the consumer than any other type.



Very high levels of purchase involvement tend to produce:

a. None of the given answers

b.

Limited decisions

c. Habitual decisions

d. Brand-loyal decisions

How can a firm influence problem recognition?

a. All of the given answers are correct

b.

By highlighting the importance of an existing discrepancyc. By altering either the desired state or the perceptions of the existing state

d. Through the use of advertising

All of the following increase the level of external search except:

a. Positive products

b. The degree of product differentiation

c.

Learning and experience

d. The price range in the market area

The inert set is:

a. Those brands for which a consumer is ware of as the solution for a problem.

b. All those brands a consumer would not consider for the solution of a problem.

c. All those brands of which a consumer is aware but is indifferent toward.

d.

All those brands a consumer would consider for the solution of a problem.

Measure of external information search include:



A consumer decision requires information on:

a. The performance level or characteristic of each alternative solution on each evaluative

criterion.

b. The appropriate evaluative criteria for the solution of a problem.

c. The performance level or characteristic of each alternative solution on each evaluative

criterion, the appropriate evaluative criteria for the solution of a problem and the

existence of various alternative solution.

d. The appropriate evaluative criteria for the solution of a problem and the existence of

various alternative solution.

Suppressing problem recognition is done because:

a. Government regulate certain products.

b. Some companies want their consumers to have a low level of involvement for their

product.

c. Some companies want their consumers to have a low level of involvement for their

product and companies want consumers to be influenced primarily by packaging, price

and other marketing variables at the point of purchase.

d. Companies want consumers to be influenced primarily by packaging, price and other

marketing variables at the point of purchase.

The uncontrollable factors that affect the desired state include:

a. Individual development

b.

All of the given answers

c. Changing family characteristics

d. Previous decisions.



The existing or actual state is affected by:

a. Inability to afford certain products and lack of awareness of products or brands.

b.

Inability to afford certain products.

c. Inability to afford certain products, absences of particular products and lack of awareness

of products or brands.

d. Lack of awareness of products or brands.

A problem of which a consumer is aware is:

a.

An active problemb. A situational problem

c. A current problem

d. A latent problem

To be effective, a marketer must understand the characteristics of:

a. The usage situation

b.

The purchase situation

c. All of the given answers

d. The communication and disposal situation

An active problem is one which the consumer:

a. Has given up solving

b. Is aware of

c.

Assigns a high relative importance to

d. Has solved



All of the brands that a consumer can think of when faced with a particular problem are known

as the:

a.

Decision set

b. Awareness set

c. Evoked set

d. Inert set

Consumer characteristics that are associated with a high level of external search include all of

the following except:a. Limited experience with the product category

b. An “early” stage in the household life cycle

c. All of the given answers are associated with a high level of external search

d. A high level of product involvement

Determining consumer problems can be done using:

a.

Surveys, focus groups, intuition, and activity, product and problem analysis

b. Activity, product and problem analysis

c. Surveys and focus groups

d. Surveys, focus groups and intuition

Purchase involvement exists on/along:

a. A matrix

b.


c. A three-dimensional grid

d. A continuum



Which of the following are not examples of an external information source listed in the text?

a. Sales staff, advertising

b.

All of the given answers are external information sources.

c. Friends, family

d. Consumer groups, government departments

All of the following could either increase or decrease the level of external search except:

a. Social surroundings

b.

Social statusc. Shopping orientation

d. Product involvement

Short-term memory is:

a. That part of total memory that is currently in use.

b. An unlimited type of information storage that involves abstractions.

c.

A distinct physiological entity.d. A static structure.

The process of using an established relationship between a stimulus and response to generate

the same response to a different stimulus is known as:

a. Operant conditioning

b. Classical conditioning

c.

Iconic conditioning

d. Instrumental conditioning



According to the text, ‘extinction’ refers to:

a. Withdrawal of reinforcement

b.

Fading levels of consumer brand loyalty

c. Forgetting

d. Products ceasing to be manufactured

An intercept strategy in used when:

a. The objective is to intercept the consumer during the search during the search for

information on the brands in the inert set.b. An organization in a shopping mall needs to intercept consumers who walk by a store.

c. The objective is to intercept the consumer during the search for information on the brands

in the evoked set and in the inert set.

d. The objective is to intercept the consumer during the search for information on the brands

in the evoked set.

The inert set is:a. All those brands a consumer would not consider for the solution of a problem.

b. All those brands a consumer would consider for the solution of a problem.

c. All those brands for which a consumer is aware of as the solution for a problem.

d. All those brands of which a consumer is aware but is indifferent toward.

Brand image is linked to what type of memory?

a.

Short-term

b. None of the given answers

c. Schematic



Tammy, a marketing student at uni, usually completes her assignment on her laptop while

watching TV, listening to her friends, taking phone calls, and checking email and Facebook.

Tammy might be experiencing:

a. None of the given answers

b. Adaptation level theory

c. Information compression

d. Information overload

All of the brands that a consumer is aware of but is indifferent toward are known as the:a. So what set

b. Evoked set

c. Inert set

d. Inept set

A brand in a product category characterized by limited purchase decisions that is in the target

market’s evoked set needs a(n)___ strategy.a. Acceptance

b. Disrupt

c. None of the given answers are correct

d. Intercept

Corrective advertising:

a.

May support “unlearning” of product information

b. All of the given answers are correct

c. May speed up extinction



Frequently repeated ads with a simple message generating an association between concepts

without conditioning reflect:

a.

Iconic rote learning

b. Vicarious learning

c. Operant learning

d. Classical conditioning

Memory is:

a.

Composed of two distinct physiological units, short- and long-term memory.b. The use of stored experiences, values, attitudes, beliefs and feelings.

c. Related to brand image in that brand image refers to the schematic memory of a brand

d. Limited to cognitive elements

Semantic memory may contain:

a. Product characteristics

b.

Usage situationsc. Affective reactions

d. All of the given answers

Misinterpretation of television communications:

a. Can be solved by repeating the message several times within a short period.

b. Is widespread, with a study finding an average of 30% of total television communication

miscomprehended.

c. Is a problem for high-involvement purchases but not for low-involvement purchases.

d. Is a problem for low-involvement purchases but not for high-involvement purchases.



Perception is the activity that:

a. Translates data into information.

b.

Links the consumer to marketer, group and situation influences.

c. Relates external and internal influences.

d. Converts stimuli into effect.

As more information becomes available on the internet:

a. Consumer cannot accelerate the decision-making process.

b.

The quality of information decreases.c. Consumers cannot identify key evaluative criteria.

d. The cost of getting information decreases.

Exposure occurs when:

a. The individual becomes aware of the stimulus

b. The individual can recall the stimulus

c.

The individual assigns some meaning to the stimulusd. A stimulus comes within range of our sensory receptor nerves

Low-involvement learning:

a. Does not differ noticeably from high-involvement learning

b. Requires relatively high reward levels to be effective

c. Seldom occurs

d.

Occurs often through iconic rote learning

Consumer characteristics that are associated with a high level of external search include all of



Organizing an outlet by separating often-sought-after items:

a. Increases total exposure

b.

Eases the shopping task

c. Helps increase attention

d. Decreases perceptual blocking

Which of the following situational characteristics may increase external search?

a. Time pressures

b. Purchasing for self-use

c. An antecedent condition of fatigue

d. Purchasing for a gift

Preference strategy is used when:

a. The objective is to make the brand the preferred one in the target market, placing it in

the evoked set. This is especially used when the consumer undertakes extended decision

making.b. The objective is to make the brand the preferred one in the target market, placing it in

the inert set. This is especially used when the consumer undertakes extended decision

making.

c. The objective is to make the brand the preferred one in the target market, placing it in

the evoked set. This is especially used when the consumer undertakes limited decision

making.

d.

The objective is to make the brand the preferred one in the target market, mainly through

the use of marketing communication techniques.



You buy a new pair of jeans and the first day you wear them someone gives you a compliment

about how you look in them. This is an example of:

a.

Punishment

b. Reinforcement

c. None of the given answers

d. Classical conditional learning

Research into children and advertising indicates:

a. All of the given answers are correct

b. Children have some difficulty distinguishing commercials from programs.

c. Children are less able to determine the selling intent of commercials.

d. Children have trouble comprehending certain words and comparison.

In the test it is suggested that subliminal messages:

a. Do not attract media attention

b.

Do not present a threat to the general publicc. Are always deliberate

d. Are clearly being used by marketers

The strength of learning is heavily influenced by:

a. Repetition

b. Imagery

c.

Importance

d. All of the given answers



An ad that states “Panadol is a headache remedy” is using what type of learning?

a. None of the given answers.

b.

Iconic rote

c. Vicarious learning

d. Conditioning

A consumer notices a new product in a store because of a point-of-purchase display and based

on the information given in the display purchases the product. This is an example of:

a. Extended decision making

b. None of the given answers

c. Limited decision making

d. Internal search

Non-focused attention involves:

a. Primarily left brain processing

b.

Information overloadc. Detailed elaborative activities

d. None of the given answers

Successful brand-leverage attempts require:

a. That the new product fits the original product as a complement.

b. That the original brand has a sophisticated brand image.

c.

All of the given answers.

d. That the new product fits the original product as either a complement, a substitute,

produced using the same skills as the original, and/or sharing a key image component



Learning is

a. The link between stimuli and information processing.

b.

The ability to recall a stimulus object.

c. Any change in the content or organization of long-term memory.

d. The ability to relate to stimulus objects.

In most individuals, the right brain appears to control:

a. Sequential analysis.

b. Both sequential analysis and non-verbal information.

c. Non-verbal information.

d. Rational thought.

All of the brands that a consumer would consider for the solution of a particular problem are

known as the:

a. Inert set.

b.

Inept set.c. Evoked set.

d. Decision set.

Maintenance rehearsal involves:

a. Expanding upon newly processed information with information from retention.

b. None of the given answers.

c.

Transferring information from current memory to retention.

d. Selectively removing information from retention.



Which of the following is not a major step in perception?

a. Interpretation

b.

Attention

c. Exposure

d. Analysis

Perceptual mapping:

a. Alters consumers' perceptions to fit the marketing strategy.

b. Takes consumers' perceptions of how similar brands or products are to each other.

c. Relates consumers' perceptions to product attributes.

d. Takes consumers' perceptions of how similar brands or products are to each other and

relates consumers' perceptions to product attributes.

Message involvement is important to marketers because:

a. The more involved a consumer is with the message the more likely they will be to

remember that message.b. The more involved a consumer is with the message the more they will process that

message.

c. This can change a consumer's mood.

d. The more involved a consumer is with the message the more they will process and

remember that message.

Which of the following is not one of the primary sources of information available to consumers?

a. Experiential sources

b. Memory



Information processing is:

a. None of the given answers.

b.

A series of activities by which information is retrieved from memory and used to make a

decision.

c. The conversion of estimates, predictions and generalized relationships into facts.

d. A series of activities by which decision rules are applied to information.

Hemispheric lateralization refers to:

a. Information flow from the nervous system to the brain.

b. Transfers from short- to long-term memory.

c. Transfers from long- to short-term memory.

d. Different types of activities being controlled by each side of the brain.

Semantic memory may contain:

a. Usage situations.

b.

Product characteristics.c. Affective reactions.

d. All of the given answers.

Playing patriotic music as background for an ad with the expectation that the advertised product

will then elicit a patriotic feeling is an example of:

a. Classical conditioning.

b.

Iconic rote learning.

c. Operant conditioning.

d. Modelling.



Attention occurs when:

a. The individual assigns meaning to the stimulus.

b.

The individual can recall the stimulus.

c. The receptor nerves pass the sensations on to the brain for processing.

d. An individual is exposed to a stimulus.

Which of the following is not a stimulus factor that influences attention?

a. Isolation

b. All of the given answers influence attention.

c. Contrast

d. Position

Non-focused attention involves:

a. Primarily left brain processing.


c.

Information overload.d. Detailed elaborative activities.

Conditioning refers to learning:

a. Under low-involvement conditions.

b. Using elaborative activities.

c. Under high-involvement conditions.

d.

Based upon association of stimulus and response.

Which of the following would most consumers choose as more acceptable for a weekend



External information can include:

a. All of the given answers.

b.

Professional information provided in pamphlets, articles and books.

c. Direct experiences with the product through inspection or trial.

d. The opinions, attitudes and feelings of friends, neighbors and relatives.

Reinforcement is:

a. Any positive response to behavior.

b. Anything that increases the likelihood that a given response will be repeated in the future.

c. The result of repetition in a high-involvement situation.

d. Necessary for learning to occur.

Brand leverage is:


b. Family branding.

c.

Placing an existing brand name on a new product.d. Umbrella branding.

A manufacturer that introduces a new snack product by giving numerous free samples is

probably using:

a. Classical conditioning.

b. Punishment conditioning.

c.

Operant conditioning.

d. Cognitive learning.



A consumer decision requires information on:

a. The appropriate evaluative criteria for the solution of a problem.

b.

The appropriate evaluative criteria for the solution of a problem and the existence of

various alternative solutions.

c. The performance level or characteristic of each alternative solution on each evaluative

criterion.

d. The performance level or characteristic of each alternative solution on each evaluative

criterion, the appropriate evaluative criteria for the solution of a problem and the

existence of various alternative solutions.

A capture strategy is:

a. Used by marketers when the brand is in the target market's inert set and consumers

engage in limited decision making

b. Marketing communications that are used to capture the consumer's attention.

c. Capturing the consumer's attention by using different tactics in the services cape

environment.d. Used by marketers when the brand is in the target market's evoked set and consumers

engage in limited decision making.

Vicarious/modelling learning occurs in:

a. Reward-producing situations.

b. Low-involvement situations.

c.

Both high-involvement and low-involvement situations.

d. High-involvement situations.



Shopping bots assist in information search. They:

a. Are electronic shopping agents and allow comparison-shopping in a consolidated

compact format.

b. Allow comparison-shopping in a consolidated compact format.

c. Are computer shopping software that assists consumers in making complex purchases.

d. Are electronic shopping agents.



Maslow's hierarchy of needs involves all the following motives except:

A. All of the given answers are part of Maslow's hierarchy.

B.

Physiological.

C. Self-actualisation.

D. Belongingness.

Extroversion, instability, agreeableness, openness to experience and conscientiousness are all

part of:

A. Social learning theory.

B. The five factor model of personality.

C. Brand personality.

D. Multi-trait theory.

A motive is a construct representing:

A. An unobservable inner force.

B.

All of the given answers.C. A stimulant to a behavioural response.

D. Provision of a specific direction to that response.

MRIs and measures of facial movements in marketing are known as:

A. Neuromarketing.

B. Experimental research techniques.

C.

Netnography.

D. Projective techniques.



Which of the following is not an advantage of using emotional appeals in advertisements?

A. Emotional messages enhance the attention, attraction and maintenance capabilities of

advertisements.

B. Emotional messages may be processed more thoroughly.

C. Emotional messages may be remembered better than neutral ads.

D. All of the given answers are advantages

Attribution theory research is closely tied to the need for:

A. Cues.

B. None of the given answers.

C. Assertion.

D. Ego defense.

Indirect appeals are often necessary to reach:

A. Articulated motives.

B.

Social motives.C. None of the given answers.

D. Perceptual motives.

Nike's slogan of 'Just Do It' is an example of:

A. Attribution theory.

B. Internal attribution theory.

C.

Affective preservation motive.

D. Cognitive growth motive.



According to the text Holbrook and Batra's research was concerned with:

A.

Latent emotions.

B. Manifest emotions.

C. Emotions and what may indicate their presence in a person.

D. Emotion and product benefit.

The larger the attitude score (using the ideal point multi-attribute attitude models presented in

the text), the ____________ the attitude.

A. Less favorable

B. More crystallized

C. More neutral

D. More favorable

Low credibility sources have a(n) ___________________ impact on attitude change.

A.

DelayedB. Delayed and negative

C. Immediate

D. Negative

The three attitude components discussed in the text are:

A. Cognitive, affective and behavioral.

B.

Cognitive, affective and emotional.

C. Cognitive, affective and influential.

D. Cognitive, effective and behavioral.



Under some conditions, the discounting of the message caused by a non-credible source

dissipates over time and the message produces attitude changes similar to one delivered by a

credible source. This is known as:

A. The sleeper effect.

B. Delayed attitude change.

C. The source credibility effect.

D. Source-time interaction.

The cognitive component of an attitude is manifested by:

A. Statements of beliefs.

B. Actions or statements of behavioral intentions.

C. Statements of feelings.

D. The impact of the attitude on other attitudes.

Honest Sumit, an Indian electronics retailer, uses soccer star Harry Kewell and music by U2 in an

ad for his products. This ad targets the affective component of consumers through what theory?A. Affective learning

B. Behavioral learning

C. Classical conditioning

D. Emotional conditioning

Cognitive dissonance is:

A.

Usually more likely to occur with high-involvement purchases.

B. All of the given answers.

C. The experience of inconsistency between attitude components.



Non-verbal components of ads:

A. All of the given answers are correct.

B.

Should be carefully designed and teste

C. Can have significant negative influences.

D. Can have significant positive influences.

Attitude change strategies can initially focus on the:

A. Cognitive component.

B. Behavioral component.

C. Affective component.

D. Cognitive component, affective component or behavioral component.

Emotional advertisements may enhance attitude formation or attitude change by increasing:

A. All of the given answers.

B. The ad's ability to attract and maintain attention.

C.

Ad memorability.D. Product liking.



Holden Motor Vehicles likes to be seen as modern, value priced, sleek and an Australian bran,

this is an example of:

A.

Brand equity.

B. Brand recall.

C. Brand personality.

D. Brand leverage.

Individual personality theories are based, in part, on the assumption that:

A. Individuals respond primarily to internal information.

B. None of the given answers are correct.

C. Motivation does not direct behavior.

D. Situations are the primary determinant of behavior.

In the tourism industry, all of the factors below are 'push' factors except:

A. Romance.

B.

Play.C. Safety.

D. Relaxation.

Emoti*Scape is:

A. A brand/ad testing tool in which each emotion has a verbal description of the feeling

expresses

B.

A reasoning testing tool that interprets respondents' interpretations of their

relationships with the companies that they are loyal to.

C. A personality testing tool in which each emotion has a cartoon-like visual representation.



A motive the consumer is aware of and will admit to is:

A. None of the given answers are correct.

B.

An articulated motive.

C. An internal motive.

D. A social motive.

The desire to have all aspects of our lives and attitudes consistent with each other is based on

the need for:

A. Cues.

B. Causation.

C. None of the given answers.

D. Independence.

Construction projective techniques require individuals to:

A. Respond with the first word that comes to min

B.

Complete an incomplete sentence.C. Construct an ad with elements supplied by the researcher.

D. Fill in the words/thoughts of characters in a cartoon drawing.

A consumer who is worried about gaining weight but finds it hard to give up their snack habit is

faced with what sort of problem?

A. None of the given answers

B.

Approach-approach motivational conflict

C. Approach-avoidance motivational conflict

D. Avoidance-avoidance motivational conflict



The need to become all that one is capable of becoming is:

A. Esteem.

B.

Achievement.

C. Status.

D. Self-actualization.

The cognitive component of an attitude deals with:

A. Cognitive emotionalism associated with a particular purchase.

B. Connections between our attitude and purchase behavior.

C. Beliefs about specific attributes or an overall object.

D. Intentions to purchase a product.

To use ideal attribute levels in product development:


B. One of the steps is to create an actual product based on a product concept.

C.

One of the steps is to assess a segment's ideal level of performance for key attributes.D. One of the steps is to create a product concept.

Based on the ideal point multi-attribute attitude model presented in the text, a consumer should

be very satisfied with a particular brand when his/her attitude score for that brand is:

A. Less than 1

B. More than 1

C.

This judgment cannot be made.

D. 100



A theory that explains how attitudes are formed and changed under varying conditions of

involvement is the:

A.

Elaboration likelihood model.

B. Multi-attribute model.

C. Central and peripheral model.

D. Ideal point model.

Celebrity sources may enhance attitude change due to the fact that:


B. They may be viewed as more credible than non-celebrities.

C. Consumers may associate known characteristics of the celebrity with attributes of the

product that coincide with their own needs or desires.

D. Celebrities may attract more attention to the advertisement than non-celebrities would

Fear appeals and humor appeals in advertising have what in common?

A.

All of the given answers are correct.B. They typically have a certain optimal level at which their use in ads is most effective.

C. They may be effective in increasing company sales.

D. Their effectiveness can be limited because tolerance levels for fear and humor differ

across consumers.

Which of the following may reduce attitude component consistency?

A.

Inability to acquire the attitude object

B. Cognitive and affective components that are weakly held

C. General measures of attitude that do not predict situation-specific purchases



Which of the following is important for the successful use of humor to affect attitudes?

A. Do not make fun of potential users.

B.

Use subtle humor and do not make fun of potential users.

C. Do not identify the brand until the end of the message.

D. Use subtle humor.

Each individual may evaluate the same belief differently because all of us have:

A. Different past experiences.

B. All of the given answers are correct.

C. Unique motivations and personalities.

D. Different reference groups.

The behavioral component of an attitude is manifested by:

A. Statements of feelings.

B. The impact of the attitude on other attitudes.

C.

Actions or statements of behavioral intentions. D. Statements of beliefs.



A retail attraction model involves all of the following variables except:

a. Time spent in store.

b.

An attraction factor for a particular product category.

c. Store dimensions.

d. Travel time to store.

Sales increases in response to price reductions come from:


b. Non-product category buyers buying the brand because it now has a superior value to

the substitute product.

c. Consumers who do not shop at the store coming to the store to buy the brand

d. Users of competing brands switching to the reduced-price brand

Spillover sales refer to:

a. Sales of additional items to customers who came to purchase an advertised item.

b.

Accessory sales made because a major item was purchasec. Sales made at one store to customers who came to an area to visit another store.

d. Sales made at one store because of crowds in a nearby store.

The effectiveness of sales personnel is influenced by the interaction(s) of the:

a. All of the given answers are correct.

b. Nature of the customer's buying task.

c.

Customer–salesperson relationship.

d. Salesperson’s resources.



Retailers should manage not only their own image but also:

a. The image of their competitors.

b.

All of the given answers.

c. The image of their target market.

d. The image of their shopping are

All of the following are examples of shopping orientation clusters except:

a. Sad Shopping Nuts.

b. Happy Busy Shoppers.

c. Challenged Shopping Avoiders.

d. Happy Social Shoppers.

Shoppers who have no pleasure from shopping:

a. Tend to visit crowded shopping malls.

b. Do not use online services.

c.

Tend to visit convenience stores.d. Do not appreciate in-home shopping.

Purchases that are made as a result of the consumer seeing a product, which acts as a reminder

that they need it, are called:

a. Impulse purchases.


c.

Reminder purchases.

d. Planned purchases.



___________ is an example of a shopping orientation cluster.

a. Time Starved Consumers

b.

Capable Shopping Haters

c. Urban Professionals

d. Hedonic Consumers

Which of the following is not an approach to reducing dissonance?

a. Decrease the desirability of the rejected alternative.

b. Decrease the importance of the purchase decision.

c. All of the given answers are approaches for reducing dissonance.

d. Increase the desirability of the brand purchase

Doubt about the wisdom of a purchase shortly after the purchase is referred to as:

a. Post-purchase dissonance.

b. Post-cognitive doubt.

c.

Post-evaluation doubt.d. Pre-decision doubt.

Observing consumers as they actually use products is:

a. An important aspect of new product development.

b. The basis for conjoint analysis.

c. The basis for most focus groups.

d.

An important objective of regulatory agencies such as Australian Communications and

Media Authority.



Relationship marketing has which of the following key elements?

a. Customization and augmentation

b.


c. Pricing to encourage loyalty

d. Developing a core service or product

The following are types of consumer with respect to response styles associated with

dissatisfaction except:

a. Voices.

b. Irates.

c. Actives.

d. Passives.

A potential influencing factor that might affect the evaluation of a particular purchase is:

a. Product disposal.

b.

Post-purchase dissonance.c. Product use.

d. All of the given answers.

The durability of a sports-coat represents:

a. Symbolic performance.

b. Instrumental performance.

c.

Concrete performance.

d. Representative performance.



Which of the following is true about very loyal customers?

a. There is no downside to having these types of customers.

b.

None of the given answers are correct.

c. These customers have more extreme reactions in the event of failures in product

performance or customer service.

d. There is one downside to having these types of customers, which is that they tend to

react badly to innovation.

Which of these examples does not illustrate a non-use situation?

a. Sue bought a kettle and returned it without using it.

b. Mary bought a teapot, kept it, but never used it.

c. Jane bought a toaster, used it, and returned it.

d. Mary bought a teapot, kept it, but never used it; Sue bought a kettle and returned it

without using it.

In terms of retailing strategy:a. Free shipment is not a strategy to help reduce perceived risk.

b. Social risk can be reduced through warranties.

c. Discount stores should consider stocking brand-name merchandise in product categories

with high perceived risk.

d. Traditional outlets have a major advantage with product lines characterized by low

perceived risk.

Shopping orientation refers to:

a. The particular approach and pattern of external information search and outlet selection



Price advertising requires all of the following decisions except:

a. Whether comparison or reference prices should be use

b.

What verbal statements should accompany the price information?

c. What price promotions have been offered in the past?

d. How large a price discount should be use?

Point-of-purchase displays generally have:

a. Their major influence on product category sales.

b. High influence on brand choice.

c.

Modest influence on brand choice.

d. No influence on brand choice.

A retail attraction model would predict that:

a. None of the given answers are correct.

b. Larger stores tend to be located closer to the consumer.

c.

High-involvement purchases are almost all made locally.d. Low-involvement purchases generate low willingness to travel to distant trading areas.

For a target market using an outlet first, brand second decision sequence, a manufacturer should:

a. Develop point-of-purchase displays and implement programs targeted at retail sales

personnel.

b. Implement programs targeted at retail sales personnel.

c.

Develop point-of-purchase displays.

d. Use more exclusive distribution.



Mark is a heavy Coke drinker but only buys Coke when it's on special. He engages in:

a. Stock anticipating.

b.

Stock manipulating.

c. Stockpiling.

d. Stock controlling.

When making a purchase decision, a consumer can follow the sequence:

a. Outlet and brand selection simultaneously.

b. Outlet selection first, brand selection second

c.

Brand (or item) selection first, outlet selection second

d. All of the given answers are correct.

Handbags, hairstyles and gifts are products that are characterized by:

a. Low financial/high social risk.

b. High social/high financial risk.

c.

Low financial/low social risk.d. High financial/low social risk.

To reach a consumer who decides to use the outlet first, brand second decision sequence for a

TV purchase the manufacturer should:

a. All of the given answers are correct.

b. Conduct programs to strengthen existing outlets' promotion of their products.

c.

Organize point-of-purchase displays in stores.

d. Distribute in key outlets such as Harvey Norman.



Consumers who do not complain directly to the firm but tell others of their dissatisfaction:

a. Should be ignored by the firm as it is expensive to deal with them and the benefits are

not clear.

b. Can cause a lot of harm to the reputation of a firm.

c. In reality seek compensation for themselves.

d. Do so because they prefer to help others rather than get compensation for themselves.

The likelihood and magnitude of post-purchase dissonance increases for all of the following

except:

a.

The greater the individual's tendency to experience anxiety.

b. The more one alternative is clearly superior.

c. The more irrevocable the decision.

d. The more important the decision is.

A toy made overseas is found to contain traces of lead paint. The manufacturer should:

a.

Explain the situation to the government, who then becomes responsible for it.b. Recall the product.

c. Deny everything.

d. None of the given answers are correct.

In order to reduce post-purchase dissonance and increase customer satisfaction, marketers can:

a. Encourage extensive pre-purchase alternative evaluation.

b.

Encourage the use of a conjunctive decision rule.

c. Provide post-purchase messages confirming the wisdom of the purchase.

d. Encourage the use of a compensatory decision rule.



If a consumer has a low-performance expectation for a product and after use performance is

perceived as worse than expected, this consumer will be:

a.

Non-satisfied

b. Dissatisfied

c. Unsatisfied

d. Satisfied

If a consumer has a high-performance expectation for a product and after use performance is

perceived as better than expected, this consumer will be:

a.

Dissatisfied

b. Satisfied

c. Non-satisfied

d. Unsatisfied

Which of the following are ways in which disposal decisions may influence marketing strategy?

a.

All of the given answers influence marketing strategy.b. Socially conscious consumers may consider disposal alternatives as important evaluative

criteria in the purchase decision.

c. Environmentally sound disposal decisions benefit society as a whole.

d. Disposal may be necessary before acquisition of a replacement for financial or space

reasons.

A primary reason for taking no action when dissatisfied with a product or service is which of the

following?

a. Action requires time and effort that may exceed the perceived value of any likely result.





























































































































































































































































Documents

Consumer Behaviour Quiz