Question 1

Many University of Florida students, fans, and others view themselves part of "Gator Nation," the name of the __________ given to supporters of the University of Florida's educational and athletic programs.

Accepted Answer

A)  VALS type
B)  aspiration group
C)  social class
D)  brand community
E)  market segmentF) B) and E)
G) C) and D)

Question 2

Consumer behavior that results from consumer socialization, passage through the family life cycle, and decision making within the family or household is referred to as __________ influence.

Accepted Answer

A)  psychographic
B)  demographic
C)  family
D)  reference group
E)  personalF) A) and E)
G) A) and C)

Question 3

Smoke detector and burglar alarm manufacturers focus on appeals to which needs in the Maslow hierarchy of needs?

Accepted Answer

A)  physiological
B)  safety
C)  social
D)  personal
E)  self-actualizationF) All of the above
G) A) and E)

Question 4

Learning refers to

Accepted Answer

A)  content that has been transferred from short-term to long-term memory.
B)  those behaviors that result from repeated experience and reasoning.
C)  the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.
D)  a consumer's subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people.
E)  a predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.F) All of the above
G) A) and E)

Question 5

Perceiving a difference between a person's ideal and actual situations big enough to trigger a decision represents which stage of the consumer purchase decision process?

Accepted Answer

A)  purchase decision
B)  information search
C)  problem recognition
D)  alternative evaluation
E)  option identificationF) B) and E)
G) A) and C)

Question 6

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1)  __________, (2)  changing the perceived importance of attributes, and (3)  adding new attributes to the product.

Accepted Answer

A)  reinforcing the consumers' sense of self-confidence in making wise purchase decisions
B)  actively educating consumers about the product's competitive advantages
C)  refocusing a consumer's attention from one attribute to another
D)  changing beliefs about the extent to which a brand has certain attributes
E)  denigrating the attributes of competitors' productsF) B) and E)
G) A) and B)

Question 7

Self-concept refers to

Accepted Answer

A)  the degree to which a person is influenced by situational influences.
B)  the need for personal fulfillment.
C)  the way people see themselves and the way they believe others see them.
D)  the degree to which a person trusts his or her own judgment in a purchase situation.
E)  the way people see others and the way they believe others see other people.F) B) and D)
G) C) and E)

Question 8

All of the following are marketing activities designed to stimulate conversations that promote positive or retard negative word of mouth except

Accepted Answer

A)  using slogans, music, and humor in advertising.
B)  giving appropriate product demonstrations.
C)  recruiting and deploying people to produce buzz.
D)  employing VALS segmentation strategies.
E)  running teaser advertising campaigns in advance of new-product introductions.F) A) and B)
G) A) and C)

Question 9

The Ford Escape Hybrid SUV was the first SUV on the market to be powered by both electricity and gasoline. Ford has targeted not only people who are excited about technology but also those who want to contribute to cleaner air. Ford set a goal to attract 20,000 buyers a year for this SUV. Ford is trying to change consumer attitudes by

Accepted Answer

A)  changing beliefs about the extent to which a brand has a specific attribute.
B)  changing the perceived importance of a specific attribute.
C)  adding a new attribute.
D)  reducing the perceived risk of the product.
E)  providing stimulus generalization to prospective buyers.F) A) and B)
G) All of the above

Question 10

Kendall was excited to begin her new job after she graduated from college. Which of the following purchases would most likely have the greatest perceived risk for her the day before she begins the job?

Accepted Answer

A)  a subscription to The Wall Street Journal
B)  an outfit for her first day
C)  a new coffeemaker
D)  flowers to decorate her new apartment
E)  running shoesF) B) and E)
G) A) and E)

Question 11

Perceiving a difference between a person's ideal and actual situations that is big enough to trigger a decision is called

Accepted Answer

A)  problem recognition.
B)  alternative evaluation.
C)  cognitive dissonance.
D)  routine response behavior.
E)  postpurchase behavior.F) None of the above
G) B) and D)

Question 12

VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, those consumers who seek products and services that demonstrate success to their peers or to a group they aspire to refers to

Accepted Answer

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

Question 13

In the VALS framework, the segment with the most abundant resources, known as __________, includes successful, sophisticated, take-charge people with high self-esteem and resources of all kinds.

Accepted Answer

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

Question 14

In behavioral learning, a __________ is the reward that is given to a consumer.

Accepted Answer

A)  cue
B)  stimulus
C)  motivator
D)  response
E)  reinforcementF) A) and E)
G) C) and D)

Question 15

Jennifer usually worked long hours at her job at the hospital, so her husband, Ari, an amateur chef, prepared most of the meals for the family. As an anniversary gift, Jennifer bought Ari a top-of-the-line professional cooktop and range. Ari's primary role in this process was that of

Accepted Answer

A)  information gatherer.
B)  influencer.
C)  purchaser.
D)  decision maker.
E)  user.F) B) and C)
G) C) and D)

Question 16

In the VALS framework, two segments stand apart based on their abundance or lack of psychological, physical, and material

Accepted Answer

A)  ideals.
B)  rewards.
C)  self-expression.
D)  achievement.
E)  resources.F) C) and D)
G) A) and E)

Question 17

Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke. This is an example of

Accepted Answer

A)  using a cognitive learning technique.
B)  using a behavioral learning technique.
C)  reducing perceived risk.
D)  creating stimulus generalization.
E)  using an attitudinal learning technique.F) C) and E)
G) B) and E)

Question 18

Which of the following statements about personality is most accurate?

Accepted Answer

A)  Personality is dynamic and typically changes several times as a person matures.
B)  Most personality traits are inherited or formed at an early age.
C)  Personality is the energizing force that makes consumer behavior purposeful.
D)  Most personality traits are formed during adulthood and don't change thereafter.
E)  People with compliant personalities prefer lesser known brand names.F) A) and E)
G) A) and D)

Question 19

Which of the following statements about attitudes is false?

Accepted Answer

A)  Marketers are primarily concerned with American core values when developing advertising messages.
B)  Attitudes are learned.
C)  Attitudes are shaped by one's values and beliefs.
D)  An attitude results in responses that are consistently favorable or unfavorable.
E)  Personal values affect attitudes by influencing the importance assigned to specific product attributes.F) B) and E)
G) D) and E)

Question 20

Which of the following is a concept from behavioral learning theory that marketers use?

Accepted Answer

A)  selective comprehension
B)  selective retention
C)  stimulus generalization
D)  cognitive dissonance
E)  routine problem solvingF) C) and D)
G) None of the above

Exam 5: Understanding Consumer Behavior

Perceiving a difference between a person's ideal and actual situations big enough to trigger a decision represents which stage of the consumer purchase decision process?

Correct Answer
verified

In the VALS framework, the segment with the most abundant resources, known as __________, includes successful, sophisticated, take-charge people with high self-esteem and resources of all kinds.

Correct Answer
verified

Which of the following statements about attitudes is false?

Correct Answer
verified

Correct Answer
verified

In behavioral learning, a __________ is the reward that is given to a consumer.

Correct Answer
verified

Jennifer usually worked long hours at her job at the hospital, so her husband, Ari, an amateur chef, prepared most of the meals for the family. As an anniversary gift, Jennifer bought Ari a top-of-the-line professional cooktop and range. Ari's primary role in this process was that of

Correct Answer
verified

All of the following are marketing activities designed to stimulate conversations that promote positive or retard negative word of mouth except

Correct Answer
verified

Kendall was excited to begin her new job after she graduated from college. Which of the following purchases would most likely have the greatest perceived risk for her the day before she begins the job?

Correct Answer
verified

In the VALS framework, two segments stand apart based on their abundance or lack of psychological, physical, and material

Correct Answer
verified

Which of the following statements about personality is most accurate?

Correct Answer
verified

Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke. This is an example of

Correct Answer
verified

Which of the following is a concept from behavioral learning theory that marketers use?

Correct Answer
verified

Consumer behavior that results from consumer socialization, passage through the family life cycle, and decision making within the family or household is referred to as __________ influence.

Correct Answer
verified

Smoke detector and burglar alarm manufacturers focus on appeals to which needs in the Maslow hierarchy of needs?

Correct Answer
verified

Perceiving a difference between a person's ideal and actual situations that is big enough to trigger a decision is called

Correct Answer
verified

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) __________, (2) changing the perceived importance of attributes, and (3) adding new attributes to the product.

Correct Answer
verified

Many University of Florida students, fans, and others view themselves part of "Gator Nation," the name of the __________ given to supporters of the University of Florida's educational and athletic programs.

Correct Answer
verified

VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, those consumers who seek products and services that demonstrate success to their peers or to a group they aspire to refers to

Correct Answer
verified

Self-concept refers to

Correct Answer
verified

Learning refers to

Correct Answer
verified

Exam 5: Understanding Consumer Behavior

Perceiving a difference between a person's ideal and actual situations big enough to trigger a decision represents which stage of the consumer purchase decision process?

Correct AnswerverifiedShow Answer

In the VALS framework, the segment with the most abundant resources, known as __________, includes successful, sophisticated, take-charge people with high self-esteem and resources of all kinds.

Correct AnswerverifiedShow Answer

Which of the following statements about attitudes is false?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In behavioral learning, a __________ is the reward that is given to a consumer.

Correct AnswerverifiedShow Answer

Jennifer usually worked long hours at her job at the hospital, so her husband, Ari, an amateur chef, prepared most of the meals for the family. As an anniversary gift, Jennifer bought Ari a top-of-the-line professional cooktop and range. Ari's primary role in this process was that of

Correct AnswerverifiedShow Answer

All of the following are marketing activities designed to stimulate conversations that promote positive or retard negative word of mouth except

Correct AnswerverifiedShow Answer

Kendall was excited to begin her new job after she graduated from college. Which of the following purchases would most likely have the greatest perceived risk for her the day before she begins the job?

Correct AnswerverifiedShow Answer

In the VALS framework, two segments stand apart based on their abundance or lack of psychological, physical, and material

Correct AnswerverifiedShow Answer

Which of the following statements about personality is most accurate?

Correct AnswerverifiedShow Answer

Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke. This is an example of

Correct AnswerverifiedShow Answer

Which of the following is a concept from behavioral learning theory that marketers use?

Correct AnswerverifiedShow Answer

Consumer behavior that results from consumer socialization, passage through the family life cycle, and decision making within the family or household is referred to as __________ influence.

Correct AnswerverifiedShow Answer

Smoke detector and burglar alarm manufacturers focus on appeals to which needs in the Maslow hierarchy of needs?

Correct AnswerverifiedShow Answer

Perceiving a difference between a person's ideal and actual situations that is big enough to trigger a decision is called

Correct AnswerverifiedShow Answer

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) __________, (2) changing the perceived importance of attributes, and (3) adding new attributes to the product.

Correct AnswerverifiedShow Answer

Many University of Florida students, fans, and others view themselves part of "Gator Nation," the name of the __________ given to supporters of the University of Florida's educational and athletic programs.

Correct AnswerverifiedShow Answer

VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, those consumers who seek products and services that demonstrate success to their peers or to a group they aspire to refers to

Correct AnswerverifiedShow Answer

Self-concept refers to

Correct AnswerverifiedShow Answer

Learning refers to

Correct AnswerverifiedShow Answer

Correct Answer
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