Q&A Hero

Q: The higher the ________, the higher the level of product involvement as the consumer makes the decision. A) trialability B) observability C) number of distribution channels D) perceived risk

Q: Features actually used to differentiate among choices are called ________ attributes. A) evaluation B) search C) determinant D) segmentation

Q: ________ are dimensions used to judge the merits of competing options. A) Evoked sets B) Evaluative criteria C) Levels of abstraction D) Category exemplars

Q: Jamie is considering ordering a dessert for lunch. Before she decides on the kind she prefers, she must decide whether to get a fattening or nonfattening dessert. This decision relates to which of the following levels of abstraction of dessert categories? A) superordinate level B) ordinate level C) subordinate level D) basic level

Q: A(n) ________ refers to a set of beliefs and the way we organize those beliefs in our minds. A) mental accounting B) knowledge structure C) rational perspective D) influence perspective

Q: The alternatives actively considered during a consumer's choice process are the ________ set. A) inert B) evoked C) evaluative D) consideration

Q: As a customer's product knowledge increases, what typically happens to the amount of search conducted by the consumer? A) It will remain the same. B) It will sharply decrease and then sharply increase. C) It will decrease, and then increase as the customer becomes more knowledgeable. D) It will increase, and then decrease as the customer becomes more knowledgeable.

Q: A decision strategy that seeks to deliver an adequate solution rather than the best possible solution is referred to as ________. A) inertia B) rationalizing C) satisficing D) anchoring

Q: Under ________, utility is defined in terms of gains and losses. A) prospect theory B) heuristics C) hyperopia D) Zipf's law

Q: People often make decisions on the basis of mental accounting. One facet of this accounting is making a decision based on the way a problem was posed. This is called ________. A) framing B) the sum-cost fallacy C) loss aversion D) positioning

Q: A consumer is most likely to engage in ________ when she is in a good mood or when she is uninvolved in other activities. A) inertia B) cognitive decision-making C) variety seeking D) mental accounting

Q: A consumer who uses a few simple decision rules to arrive at a purchase decision is using which of the following? A) routine decision making B) habitual decision making C) graduated response behavior D) cognitive decision making

Q: ________ is the process by which the consumer surveys the environment for appropriate data to make a reasonable decision. A) Problem recognition B) Evaluation of alternatives C) Information search D) Product choice

Q: If a consumer's ideal state is very near or identical to his or her actual state, which of the following best describes the type of problem recognition the consumer would most likely have? A) opportunity recognition B) need recognition C) search recognition D) no problem recognized

Q: A consumer who moves his or her ideal state upward is experiencing ________ recognition. A) opportunity B) search C) habitual D) need

Q: ________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired state. A) Information search B) Evaluation of alternatives C) Evaluation of the evoked set D) Problem recognition

Q: The first stage in the cognitive decision-making process is ________. A) information search B) evaluation of alternatives C) problem recognition D) product choice

Q: Which of the following views on decision making is most closely associated with the economics of information approach to the search process, assuming that consumers collect just as much data as needed to make an informed decision? A) experiential perspective B) traditional perspective C) constructive perspective D) behavioral influence perspective

Q: Jack isn't motivated to spend time thinking about what his mom's birthday present could be so he just orders her flowers yet again. Jack is experiencing ________. A) boredom B) emotional decision making C) inertia D) mental budgeting

Q: When is a consumer most likely to engage in cognitive decision-making? A) This decision mode is most common when the decision is related to the person's self-concept and the outcome has a high degree of risk. B) This decision mode is most common when the decision is related to the person's past behavior and product reinforcements. C) This decision mode is most common when acceptable products are already contained within the consumer's evoked set. D) This decision mode is most common when the decision is related to products that are considered to have low self-concept involvement.

Q: A customer buying an unfamiliar product that carries a fair degree of risk would most likely engage in what type of decision-making? A) cognitive decision-making B) limited decision-making C) habitual decision-making D) affective decision-making

Q: In a thought process called ________, we evaluate the effort we'll need to make a particular choice and then we tailor the amount of cognitive "effort" we expend to make that choice. A) utility processing B) experiential processing C) constructive processing D) behavioral processing

Q: Tomorrow, Janice will be attending a party with a buffet. In anticipation of splurging on delicious food, she is eating very little today. Janice is using a ________ to help her estimate consumption over time and regulate her behavior. A) constructive process B) mental budget C) diet D) cognitive process

Q: Compare and contrast the paradigms of positivism and interpretivism. Be specific in your comments and explanations.

Q: Describe a virtual brand community. Create an example that demonstrates the concept.

Q: Discuss the positive and negative consequences of today's culture of participation that is enabled by social media platforms.

Q: Maslow's hierarchy of needs can be useful in understanding the motives that are satisfied by consumer behaviors. Briefly explain the hierarchy and indicate how a consumer behavior could fulfill each need level in the hierarchy.

Q: Describe three needs which are important for understanding consumer behavior. Provide an example of each need and its related consumer behavior.

Q: Consumers and the items they consume can take many forms. Give examples of three different types of consumers and examples of three different types of items they could consume, including products, services, and ideas.

Q: Explain the difference between a need and a want, giving an example of each.

Q: One beer distributor identified a marketing segment as the "campus guzzlers." Explain what factors could be used to identify this segment and why.

Q: List and briefly characterize four types of relationships a person might have with a product. Be specific.

Q: Briefly explain how marketers play a significant role in our view of the world and how we live in it. Give a specific example.

Q: Using the chapter topics, discuss why an alternate reality game such as McDonald's the Lost Ring could be useful for targeting customers.

Q: What is database marketing? Why is it so widely used by today's marketers?

Q: What is relationship marketing? Why is it so widely practiced by today's marketers?

Q: Explain the concept of the 80/20 rule and why it is important to marketers.

Q: In the early stages of development, consumer behavior was known as buyer behavior. What important aspect of the exchange process does this change in name reflect?

Q: A person who believes that science can fix or find a cure for anything most likely follows the philosophy of interpretivism.

Q: A paradigm is a belief that guides an understanding of the world.

Q: In the era of Web 2.0, the focus of electronic marketing has shifted from C2C e-commerce to B2C e-commerce.

Q: Global consumer culture and popular culture are interchangeable terms.

Q: Texting back-and-forth with a friend is an example of asynchronous interaction.

Q: Wal-Mart began a new campaign to sell lawn furniture. In emphasizing how lawn furniture has been used over the decades in movies and books, by celebrities, and as essential ingredients to home entertainment, the campaign is drawing upon popular culture.

Q: Popular culture is both a product of marketing and an inspiration for marketing.

Q: Consumer-generated content is a trend that helps to define the era of Web 2.0.

Q: Many needs can influence consumer behavior including one's need for power and need for uniqueness.

Q: Research suggests that some consumer behaviors can be explained by a productivity orientation, a continual striving to use time constructively.

Q: Drive theory struggles to explain why people may delay gratification of a want.

Q: Motivation can be described in terms of strength and direction.

Q: According to the different categories of relationships that people may have with products, nostalgic attachment occurs if the product is part of the user's daily routine.

Q: The sociological perspective of role theory can be used to explain why people who engage in certain activities seem to have a "uniform." For example, cyclists have spandex and helmets, while fly fishermen have vests and floppy hats.

Q: Psychographic information is not considered to be demographic data because this type of information is not directly observable.

Q: The fact that people often buy products not for what the products do but for what they mean implies that a product's basic function is unimportant.

Q: Consumers who share demographic characteristics such as ethnicity and age can have very different lifestyles.

Q: A market researcher who analyzes a population of consumers using the variable of marital status is segmenting the population by the demographic category of family structure.

Q: Demographics are statistics that measure observable aspects of a population.

Q: Demographics refer to aspects of a person's lifestyle and personality.

Q: A common way to segment consumers is to identify which consumers are heavy users of a given product.

Q: American society is shifting from a mass culture in which many consumers share the same preferences to a diverse culture in which consumers have almost an infinite number of choices.

Q: Because consumer behavior is now examined as an entire consumption process that includes prepurchase and postpurchase issues, exchange theory is no longer relevant to the study of consumer behavior.

Q: According to the definition of consumer behavior, how a consumer disposes of an idea and accepts another is NOT part of consumer behavior.

Q: When a transaction occurs between two or more organizations or people who give and receive something of value, an exchange has taken place.

Q: George says that he sees everything as "black or white"no in between." George would most accurately be characterized as a(n) ________. A) positivist B) collectivist C) interpretivist D) consumerist

Q: A student of postmodernism is most likely to believe that the world in which we live is a(n) ________, or a mixture of images. A) alternate reality B) paradigm C) consumerspace D) pastiche

Q: The belief that meaning is not fixed but is instead constructed by each individual is part of the ________ paradigm. A) positivist B) pragmatic C) interpretivist D) consumerist

Q: A consumer researcher who believes in the paradigm of ________ believes that human reason is supreme and that there is a single, objective truth that can be discovered by science. A) fundamentalism B) interpretivism C) positivism D) postmodernism

Q: Of the following, a proponent of ________ would be most likely to argue that our society emphasizes science and technology too much. A) consumerism B) positivism C) modernism D) interpretivism

Q: Another term for positivism is ________. A) interpretivism B) pluralism C) modernism D) postmodernism

Q: Researchers who argue that the field of consumer behavior should not be a "handmaiden to business" believe that consumer behavior research should ________. A) have a market-oriented focus B) aim to apply knowledge to increasing profits C) focus on understanding consumption for its own sake D) be judged in terms of its ability to improve marketing practices

Q: The revolution in cyberspace has created a situation in which consumers can sell to other consumers in communities like Etsy. This is known as ________. A) B2C e-commerce B) C2C e-commerce C) B2B e-commerce D) consumption community

Q: Which of the following is NOT closely associated with what your text terms the "horizontal revolution"? A) Web 1.0 B) Web 2.0 C) C2C e-commerce D) user-generated content

Q: Which of the following terms refers to the online means of communication, conveyance, and collaboration among interdependent and interconnected networks of people, communities, and organizations? A) open data partnership B) social media C) synchronous interaction D) asynchronous interaction

Q: A digital native is someone who ________. A) grew up in a "wired" and highly networked world B) uses alternate reality games frequently C) participates in database marketing D) belongs to a consumption community

Q: In an online ________, members share opinions and recommendations about products. A) market segment B) consumption community C) marketing database D) culture jam

Q: Which of the following is the best tool for consumer activists to use in efforts to make the public aware of unethical or questionable marketing behavior? A) Web 2.0 B) B2C e-commerce C) economics of information D) compulsive consumption

Q: Which of the following is an example of C2C e-commerce? A) RFID tags B) virtual brand communities C) database marketing D) green marketing

Q: Which theory suggests that consumer expectations of achieving desirable outcomes motivate behavior? A) drive theory B) role theory C) expectancy theory D) equity theory

Q: ________ focuses on biological needs that produce unpleasant states of arousal. A) Drive theory B) Gratification theory C) Consumerism D) Role theory

Q: When a person buys a product for emotional reasons, we can say that the need is ________. A) utilitarian B) functional C) interdependent D) hedonic