Consumer Behavior Exam #2 Sample Questions

What do the "A, B, Cs" of the ABC model of attitudes stand for?

affect, behavior, and cognition

3 multiple choice options

Kimberly is interested in mothers' emotional reactions to their Huggies brand of disposable diapers, which usually have popular characters or cute designs printed. Which component of attitude is Kimberly interested in?

affective

3 multiple choice options

Sean and his friends, most of whom are Irish immigrants or have Irish parents, enjoy drinking at The Celtic Know, a small New York pub that serves many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions. The pub's slogan: "Because being Irish is about more than just St. Paddy's Day." Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish heritage. By targeting people with strong attachments to their Irish heritage, The Celtic Knot is taking advantage of the ________ function of their target market's attitudes.

value-expressive

3 multiple choice options

_____ may help consumers infer that the firm is honest, but _____ are more commonly used by marketers.

two-sided messages; one-sided messages

3 multiple choice options

The ________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message.

peripheral

3 multiple choice options

"Foot in the door refers" to a persuasion technique whereby compliance with a critical request is increased if an individual first agrees to an initial small request. This effect is driven by _____.

a need for consistency

3 multiple choice options

The first stage in the cognitive decision-making process is ________.

problem recognition

3 multiple choice options

________ is the process by which the consumer surveys the environment for appropriate data to make a reasonable decision.

information search

3 multiple choice options

When Brandon decided he needed a new car, he immediately called his old college roommate who owns a BMW dealership to ask questions about options and financing. Brandon was searching for information from

an external source

3 multiple choice options

People with the following level of expertise are more likely to search for new information:

moderately knowledgeable

3 multiple choice options

Consumers are asked to buy the new electric car. They hesitate, so the car marketer offers a five-year unconditional warranty. Which type of perceived risk does this illustrate?

performance risk

3 multiple choice options

A mental or problem-solving shortcut to make a purchase decision is called a(n) ________.

heuristic

3 multiple choice options

Chen Lo used a decision rule that says, "only buy well-known brand names" when selecting a set of golf clubs. He did not look at price, the store, or even discounts when purchasing clubs. Chen Lo's purchasing pattern is an example of a consumer using a ________ rule.

noncompensatory

3 multiple choice options

Researchers have explained ________ by noting that consumers have difficulty distinguishing between correlational and causal relationships.

the representativeness heuristic

3 multiple choice options