Consumer Behavior

MKT 3020

Consumer behavior includes consumers' emotional, mental, and behavioral responses associated with the activities of purchase, use, and disposal of good and services.

True

Experimentation is the best method for determining causality.

True

If a researcher wants to demonstrate a causal relationship between two variables, s/he should conduct which type of research?

Experimental

____ data are data that already exist and are readily accessible; ____ data are collected specifically for the research purpose at hand.

Secondary ; Primary

Raymond is visiting the barber and he is having his hair cut. What type of consumer behavior activity is Raymond engaged in?

Use Activity

____ are factors that researcher do not allow to change, but instead, control.

Constants

What is the most valid criticism of the following question that appears on a questionnaire given to college students: "Do you like cake and brownies?"

Double-barreled Question

Research has shown that there is a relationship between a person's height and their ability to balance on one foot, such that people who are taller tend to have lower ability to balance on one foot. What type of relationship is this?

Negative Correlation

Sally had a great meal at a restaurant last evening. The food and service were excellent and very much worth the time, money and effort she spent on going out. Sally is experiencing:

High Customer Perceived Value

Consider the Scientific Method discussed in your readings: Step 1: Observation and Ask Questions Step 2: ____ What is the next step?

Form a hypothesis and make a prediction

Sales-Cost Trade-Off is the phenomenon that as market segmentation increases, sales increase, but as market segmentation increases, costs also increase.

True

The VALS System is a segmentation tool that uses psychographic-based segmentation.

True

Which of the following statements demonstrates the formation of a segment based on a core benefit sought?

GE has developed a microwave that can run on batteries.

The price segmentation model divides customers into four broad categories based on the customer's "perceived pain" of paying a high price and the "perceived value" of product differentiation. A customer who is in a "Value Segment" is best characterized by which of the following?

This customer wants both the lowest price possible and the largest combination of value-added product benefits. This person "wants it all" and will search for the best combination.

Air Walk is a brand of athletic shoes that is marketed to appeal to individuals who engage in skateboarding. This is an example of what kind of segmentation strategy?

Psychographic

"Movers and Shakers," "City Roots," and ''Domestic Duos" are:

None of the Above are Correct

____ graphically measure the way products are positioned in the minds of consumers.

Perceptual Mapping

Apple developed the first true “Smart Phone.” We call this phenomenon:

Pioneering Advantange

Mike is a landscape designer that creates one-of-a-kind landscape and yard designs created for each customer individually. This is an example of:

Micromarketing

____ is the process of communicating with target market(s) to help consumers differentiate the firm’s products from other products.

Positioning

Reactive firms develop many new products and try to be first in the race to market.

False

The adoption rate of a new product usually is highest during the introduction stage of the product life cycle.

False

Offering a lower price when a consumer purchases multiple units at one time is called premium pricing.

False

When McDonalds expanded into China, opening restaurants across that country, this was an example of:

Market Development

White Castle is commonly credited with being the first fast food chain in the United States. Thus, for a time the brand likely experienced _____.

A Pioneering Advantage

New products that share brand name with a familiar established product are known as:

Brand Extensions

The makers of Pantene Hair Care products are interested in determining types of loyalty in its target market. Using marketing research, they ask customers to indicate their first choice and their second choice from among a list of many brands and brand extensions. The majority of the participants indicated that Pantene Body Rich Shampoo and Pantene Smoothing Spray were their first and second choice. These results suggest that these consumers are:

Brand Loyal

The Heinz Catsup brand has developed a high level of value and goodwill over its long history. The brand has high:

Brand Equity

The makers of Bounty Paper Towels offer a lower price to consumers if they purchase 10 rolls of paper towels at a time. This pricing strategy is called:

Continuity Pricing

In ____ marketing, when a shopper on a website leaves an item unpurchased in the "shopping cart," the marketer can retarget that buyer by sending out an email message redirecting the shopper back to the website.

Outbound

According to your readings, vivid descriptions of products can help overcome the negative affect of not being able to physically touch a product.

True

Keebler Cookies recently reduced the contents of family-sized packages of their chocolate chip from 16 ounces to 15 ounces. The company hopes the incremental change falls below the just noticeable difference in terms of perception.

True

Mark walks into a gift shop. He immediately hears music playing. Mark is experiencing:

Sensation

When Sally entered her apartment after class one day, she heard her neighbor's television on in the apartment next door. After a few minutes in the apartment, Sally could no longer hear the television, so she was surprised when her roommate, Chris, came home and mentioned being able to hear the television. Sally was experiencing:

An Adaptation Effect

The makers of Tide Detergent want to undertake a sensory marketing campaign. The goal of the campaign is to trigger consumers' memories of home and connect emotionally with consumers. Which sense should the campaign focus on?

Smell

In an experiment, when asked to recall a string of numbers, most people can recall around seven numbers. This concept is referred to as what?

Miller’s Rule

When physical arousal is very high, a person's ability to attend to information should be:

Low

_____ draw attention involuntarily but also depends upon the context.

Salient Stimuli

Which of the following variables influences the vividness of a product claim?

All of the Above Influence Salience

A local restaurant chain has started pumping loud music onto the sidewalk outside of the bar. This stimulus is:

Salient because it is Intense

Which of the following about perception is false?

The lowest level at which an individual can experience sensation is called Weber’s Law.