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Exam 5: Understanding Consumer Behavior

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Question 71

Multiple Choice

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For high-involvement purchases, consumers typically do all of the following except

A) spend considerable time evaluating criteria for the consideration set.
B) participate in word-of-mouth communication.
C) evaluate a single product attribute, such as price.
D) consider many brands.
E) use both internal and external sources in information search.

F) A) and B)
G) A) and C)

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Question 72

Multiple Choice

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Which of the following statements about psychographics is most accurate?

A) Psychographics is unable to provide actionable information about potential customers since the data obtained from the research are too subjective to be reliably interpreted and acted upon.
B) Although helpful in segmenting markets, psychographics is limited in its ability to target consumers.
C) Psychographics combines demographic data, psychological data, and actual spending data of consumers to create VALS profiles.
D) Psychographics combines psychology, lifestyle, and demographics to uncover consumer motivations for buying and using offerings.
E) Psychographic data are extremely vulnerable to current social trends and therefore are best suited to new market-product combinations rather than existing ones.

F) A) and E)
G) All of the above

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Question 73

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The crowded aisles in retail stores at holiday time may cause some shoppers to lose patience and decide on their purchases with far less thought than they otherwise would due to being "harried" and uncomfortable. This situation is most closely related to which of the following situational influences?

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

Why is learning important to marketing?

If you hold a personal value of thriftiness, then you probably will have a favorable __________ toward automobiles with good fuel economy.

Many consumers buy a subscription to The Wall Street Journal and have it delivered to their homes by 5:30 a.m. so that they can read it during breakfast. This purchase is an example of which situational influence?

In the VALS framework, self-expression-motivated consumers who have fewer resources and express themselves and experience the world by working on it are referred to as

The alternative evaluation stage clarifies the problem for the consumer by suggesting criteria to use for the purchase, yielding brand names that might meet the criteria, and

A local country club has a great golf course, swimming pool, tennis courts, and even a stable for horses. It also has numerous high-profile businesspeople, doctors, and local politicians as members. To attract new members, the club's board of directors should focus its marketing efforts on people who view its current members as __________ group.

In recent ratings from independent rating agencies for selected smartphone brands and models, a number of factors are listed, such as price, display, audio quality, text messaging, web capability, and camera quality. These factors are the typical __________ for smartphones.

Shelter in the Maslow hierarchy of needs is an example of a __________ need.

A college education would be found in what level of the Maslow hierarchy of needs?

VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, ____________ are successful, sophisticated, take-charge people.

A simultaneous evaluation of both product attributes and seller characteristics represents which stage of the consumer purchase decision process?

Marketers recognize that people have an actual self-concept and

About 65 percent of BzzAgents are

VALS groups of consumers motivated by __________ are those who look for products and services that demonstrate success to their peers or to a peer group they aspire to.

Why would Proactiv, an acne treatment company, select Maroon 5 front man Adam Levine to appear in an ad campaign? What kind of influence could he have on consumer behavior?

Because the average consumer operates in a complex environment, the human brain attempts to organize and interpret information with a process referred to as