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CONSUMER BEHAVIOR ANALYSIS
CHAPTERS 1-
Consumer behavior is a process. As part of this process, we study _______, which are descriptive characteristics of a population. A. digital natives B. consumption communities C. demographics D. virtual worlds E. languages - C. demographics The deeper meanings of a product may help it stand out from other comparable goods and services. The fascination with Peeps demonstrates one of the fundamental premises of the modern field of consumer behavior. This fundamental premise is: ______________. A. Brands often have undefined images, or "personalities," that advertising, packaging, branding, and other marketing elements help to shape. B. The conversations we have with others transmit a lot of product information, as well as recommendations to use or avoid particular brands. C. Members of a large society, such as the United States, share certain cultural values or strongly held beliefs about the way the world should function. D. There is pressure on each group member to buy things that will distinguish them from the group's culture. E. People often buy products not for what they do, but for what they mean. - E. People often buy products not for what they do, but for what they mean. The Pyramid of Consumer Behavior Research describes both micro and macro issues. An example of a macro issue would be: ______________. A. Robert picks up a dozen pizzas at Jodi's Italian Grille and then stops by the local mini-mart to buy a variety of extra-large drinks. B. Andy buys a computer at Carl's Custom Computers, then purchases his printer online.
C. Donna purchases a washer/dryer combo, a refrigerator, and a dishwasher at Conners' Used Appliances. D. Sally purchases a hot dog at the college café E. The members of seven local Rotary clubs all purchase their golf clubs at Paul's Pro Shop. - E. The members of seven local Rotary clubs all purchase their golf clubs at Paul's Pro Shop. Marketers use the term ___________ to identify a bond between a product and a consumer that is nearly impossible for a competitor to break. A. market segmentation B. brand image C. positivism D. brand loyalty E. popular culture - D. brand loyalty When they monitor spikes in Google queries for words such as flu and fever, epidemiologists at the Centers for Disease Control can identify specific areas of the United States that have been hit by flu outbreaks even before the local authorities notice a rise in hospital admissions. This is an example of how _______. A. data mining fails in marketing strategies B. Big Data influences what we know and do C. data from flu outbreaks is controlled by the media D. subcultures contribute to data mining E. data does not travel fast enough for marketers to respond - B. Big Data influences what we know and do A(n) _______ is a specific manifestation of a need that personal and cultural factors determine. A. order B. digital native
D. net neutrality E. family structure - B. market segmentation strategies The ______ approach to consumer behavior research includes the idea that any behavior is subject to multiple interpretations rather than one single explanation. A. positivist B. individualistic C. Consumer Culture Theory (CCT) D. objectivity E. pastiche - C. Consumer Culture Theory (CCT) Evolving from a mass culture in which many consumers share the same preferences to a diverse one in which we each have almost an infinite number of choices makes it more important than ever to _____________. A. enable Gen X and Y consumers to interact with products less intimately B. attract new gender groups by consistently repeating the same message C. identify distinct B2B consumers and then expand that group to include B2C consumers D. identify distinct market segments and develop specialized messages for those groups E. identify technology natives and sell them on the new specialized touch screen technology - D. identify distinct market segments and develop specialized messages for those groups Technology and culture have created a new "always-on" consumer. These consumers grew up "wired" in a highly networked world where digital technology has always existed. The term for these consumers is which of the following? A. Big Data collector B. Digital native C. E-commerce market
D. Peak-time user E. Nondigital native - B. Digital native Some metropolitan areas include a total populace of more than 10 million individuals. The United Nations applies the term ____________ to describe these areas. A. megacity B. popular culture C. village D. town E. virtual world - A. megacity Jessie shared her opinion about the new Moto Android phone in an online group. Luis, who is looking for a new phone, read the review and used Jessie's opinion to help select his new phone. This scenario demonstrates participation in a ______________. A. consumption community B. horizontal revolution C. market segment D. megacity E. role theory - A. consumption community According to the Pyramid of Consumer Behavior Research, ________ issues include Cultural Anthropology, History, and Demography. A. subjective B. micro C. interdisciplinary D. macro E. objective - D. macro Ron's Hardware store tracks consumer buying habits and then uses that data to design marketing messages. For instance, data analysis indicated that consumers who
A. academic; nonacademic B. group; individual experience C. specific; nonspecific D. positivist; interpretivist E. macro; micro - D. positivist; interpretivist Technologies such as Bluetooth connectivity enable consumers to interact with products more intimately, which in turn reinforces their relationships. Which of the following defines a relationship in which the product assists in establishing the user's identity? A. Interdependence B. Self-concept attachment C. Need D. Nostalgic attachment E. Love - B. Self-concept attachment Consumer behavior is a process. In the study of this important topic, we learn that the _______ is a transaction in which two or more organizations or people give and receive something of value. A. exchange B. paradigm C. 80/20 rule D. arbitration E. pastiche - A. exchange Many organizations focus on establishing relationships with customers. Which scenario best describes the nostalgic attachment relationship a consumer may feel with a product or service? A. Each year Martha sends a Currier and Ives Christmas card to her grandchildren because she remembers how much the same brand of card meant to her when she received one annually from her own grandmother.
B. Sally awakens at 7:00 a.m. every morning and walks a mile to her favorite coffee shop to purchase a large coffee with cream and sugar. C. Jim has decided to buy a Harley Davidson motorcycle because he thinks that the brand will help him express his self-perception to others. D. Rick is motivated to buy a charm bracelet for his six-year-old daughter after seeing it in a store window. E. Bill, a 20-year-old man, buys a "Happy Days" lunchbox for investment purposes. - A. Each year Martha sends a Currier and Ives Christmas card to her grandchildren because she remembers how much the same brand of card meant to her when she received one annually from her own grandmother. Chandler is a successful business owner who studies research regarding the underlying values that drive consumers toward certain products and services and away from others. When he asked his marketing team "why is it important to understand consumer trends?" there were several different responses. Which one is correct? A. Real values don't change, so today's styles will create tomorrow's trends. B. If a company aligns with a leading value, it will have a better chance of success. C. Companies need very little lead time to launch new products. D. All marketing efforts should focus on brands or styles that are in vogue today. E. Consumer trends are erratic, so analysts focus on repeat purchases rather than trends. - B. If a company aligns with a leading value, it will have a better chance of success. TJ is a savvy marketer and knows that the Atlantic hurricane season begins on June 1st. To prepare his annual strategic marketing plan for the Florida division, he studies his consumer segments for wants and needs, and then pre-designs several brand loyalty dash -building campaigns for the third quarter (July-September). Which of the following is most likely to fail? A. Text Info246 for a list of local storm shelters in your area. B. Text Pet246 for a list of local storm shelters accepting pets during the storm. C. Text ChargeMe246 for a list of locations with free mobile phone charging stations. D. Text HurricaneHorror246 for a discount on T-shirts.
A professor at a small private college in New Hampshire that studies buyer behavior has joined with a group of other professors from the area to promote research projects that include the goal of helping people or bringing about social change. In which type of research is the group involved? A. Market access B. Transformative consumer C. Identity marketing D. Cause marketing E. Corporate responsibility - B. Transformative consumer Many firms attempt to integrate (a) _____ into their processes as it encourages the organization to make a positive impact on consumers, employees, and the environment. A. curation B. corporate social responsibility C. botnet D. culture jamming E. media literacy - B. corporate social responsibility The financial bottom line, social bottom line, and environmental bottom line are all elements of __________________________. A. Triple bottom-line orientation B. Culture jamming C. Anticonsumption D. Bottom-line cause marketing E. Double bottom-line orientation - A. Triple bottom-line orientation This group is characterized as the largest minority market in the United States. A. Consumed consumers B. Serial wardrobers
C. Senior citizens D. Transformative consumers E. Disabled people - E. Disabled people Excessive and repeated shopping used as an antidote to tension, anxiety, depression, or boredom is called _____________. A. Compulsive consumption B. Anticonsumption C. Phishing D. Curation E. Cause marketing - A. Compulsive consumption In Japan, it's called kuroi kiri (black mist), in Germany, it's schmiergeld (grease money), Mexicans refer to la mordida (the bite), the French say pot-de-vin (jug of wine), and Italians speak of the bustarella (little envelope). To which still-popular but potentially unethical business practice do these terms refer? A. Misinforming consumers by mislabeling ingredients B. Providing buyers with immoral shrinkage practices to gain business C. Providing buyers with "gifts" to secure business D. Bioterrorism E. Providing buyers with triple bottom-line orientation - C. Providing buyers with "gifts" to secure business The business strategy that attempts to maximize returns by providing benefits to the communities where the organization operates is the _____________. A. social bottom line B. environmental bottom line C. financial bottom line D. double bottom line
E. Shrinkage - D. Consumerspace Marianne watches a shopping channel for at least 10 hours each day. Buying items she mostly never uses, she has recently reached the credit limit on all seven of her credit cards. Marianne suffers from which disorder? A. Phantom vibration syndrome B. Identity theft disorder C. Social media addiction D. Phishing disorder E. Compulsive shopping disorder - E. Compulsive shopping disorder Between 1998 and 2013, Yoplait USA, Inc.'s commitment to breast cancer research raised approximately $35 million from all the organization's donation programs. Which marketing strategy does the company employ? A. Phishing marketing B. Mobile marketing C. Transformative consumer research D. Social marketing E. Cause marketing - E. Cause marketing The U.S. EPA definition of _________ states that everything we need for our survival and well-being depends, either directly or indirectly, on our natural environment. A. Phishing B. LOHAS C. Sustainability D. shrinkage E. greenwashing - C. Sustainability
_______ hijack millions of computers without any trace. Recently we've witnessed numerous hacks of corporate and government databases including Equifax, Yahoo!, Target, and even NASA. A. Online auctions B. GPS chips C. LookTel Money Reader D. Wardrobers E. Red markets - D. Wardrobers ________ endorse(s) research projects that include the goal of helping people or bringing about social change. A. Conscientious consumerism B. Business ethics C. Cause marketing D. Culture jamming E. Transformative consumer research - E. Transformative consumer research This is the term used to describe a website dedicated to giving dissatisfied customers a forum to complain about products, services, and companies. A. Curation site B. Gripe site C. Protest site D. Counterfeiting site E. Botnets site - B. Gripe site ______ refers to the importance people attach to worldly possessions, and the role of business in encouraging this outlook. A. Greenwashing B. Curation
Jessie went to the store to buy cosmetics. At the cosmetics counter, she reviewed several different colors and brands, but before making her final selection, she researched each product to ensure that the companies had not used animal testing in the manufacturing process. Which of the following best describes Jessie's purchasing decision? A. Supply chain ethics are not important to consumers. B. The notions of right and wrong are the same among people, organizations, and cultures. C. Cosmetic manufacturers should block online postings of animal testing facts. D. Consumers are not concerned with whether laborers are paid a fair wage. E. Consumers consider a brand's ethical practices before purchasing their products. - E. Consumers consider a brand's ethical practices before purchasing their products. Shoplifting and employee theft lead to inventory and cash losses. The industry term for this type of crime is shrinkage. Based on information you have read in this chapter, which of the following statements is incorrect? A. Shoplifting costs U.S. retailers approximately $30 million annually. B. The most common instance of consumer theft and fraud is shrinkage. C. The cost of shrinkage is passed on to the consumers as higher prices. D. Forty percent of losses is attributed to employees rather than consumers. E. A retail theft is committed every five seconds. - A. Shoplifting costs U.S. retailers approximately $30 million annually. Which of the following statements is not true regarding cyberbullying? A. The U.S. Department of CyberSpace ruled that text messages are not categorized as cyberbullying. B. The U.S. Department of Health and Human Services established Stopbullying.gov website. C. Cyberbullying can occur through the use of computers, cell phones, and other electronic devices. D. Twenty percent of middle school students are subjected to cyberbullying.
E. One student commented that, "It is easier to fight online because you feel more brave." - A. The U.S. Department of CyberSpace ruled that text messages are not categorized as cyberbullying. When marketers study the semiotic perspective, they see that every marketing message has three basic components: a(n)_______, a sign (or symbol), and an interpretant. A. connector B. object C. marketing meaning D. transponder E. stimuli - B. object Researchers believe our experience of touch is much like a primal language, learned before writing and speech. Some researchers have identified the important role that _______ sense plays in consumer behavior. A. textural B. schema C. haptic D. positioning E. semiotic - C. haptic Market researchers understand that the meaning we give a stimulus depends on the ________, or set of beliefs, to which we assign it. A. differential threshold B. absolute threshold C. augmented reality D. schema E. adaptation - D. schema
C. context effects D. sensory appeal E. limbic appeal - B. trade dress The final step in the process of perception is _______. A. exposure B. stimulus C. attention D. interface E. interpretation - E. interpretation United Parcel Service is also known as Big Brown. DHL Express carriers are recognizable by their yellow uniforms and trucks. The U.S. Postal Service is associated with the colors red, white, and blue. Which term refers to the strategy of associating companies with colors or color combinations? A. Sensory appeal B. Trade dress C. Augmented reality D. Perceptual appeal E. Limbic dress - B. Trade dress Our brains receive external stimuli, or __________, on a number of channels. We may see a marketing sign, hear a jingle on the radio, feel the softness of a brushed cotton sweater, taste a new flavor of candy, or smell a fresh baked funnel cake. A. endowment effects B. hyper realities C. indexes D. adaptations
E. sensory inputs - E. sensory inputs Marketers use _____, a discipline that studies the correspondence between signs and symbols and the meanings we attach to them, to understand how consumers interpret the meanings of symbols. A. semiotics B. communication analysis C. product analysis D. sensory analysis E. consumerism - A. semiotics Weber's Law is an important concept to consider when dealing with markdowns or sales. For instance, if a retailer believes that a markdown should be at least 20 percent for the reduction to make an impact on shoppers, it should cut the price on a pair of socks that retails for $10 to $8 (a $2 discount). However, a sports coat that sells for $100 would not benefit from a $2 discount; the retailer would have to mark it down _______ to achieve the same impact. A. $ B. $ C. $ D. $ E. $20 - E. $ People everywhere are seeing more touchscreens on computers, ATM machines, and digital cameras due to an outgrowth of the _______ philosophy of computer design. A. sensory engineering B. natural user interface C. Kansei engineering D. e-reader interface E. hedonic consumption - B. natural user interface
