CONSUMER BEHAVIOR chpt 8-15

Consumer socialization is __________.
- the introduction of oneself into a consumer group, including primary and secondary membership groups
- the providing of children with the skills, knowledge, attitudes and experiences necessary to function as consumers
- a source of comparison, influence and norms for consumers' opinions, values and behaviors
- realized when one acts in a way that is similar to those around him or her in order to gain acceptance

the providing of children with the skills, knowledge, attitudes and experiences necessary to function as consumers

True or False: A reference group serves as a source of comparison, influence and norms for consumers' opinions, values and behaviors.

true

True or False: Since influencer marketing comes from sources who have nothing to gain by promoting brands' products and services, it is seen as the "best advertising."

false

__________ groups are groups that consumers plan to join in the future and that they have a decent chance of joining due to direct contact with the group.
- Anticipatory aspiration
- Symbolic aspiration
- Secondary aspiration
- Primary aspiration

Anticipatory aspiration

Which factor affecting a reference group's influence over consumer purchase decisions is displayed by the new sneakers your friends make a point of showing off or the latest gadget you can see your friends using.
- the group's power and expertise
- conspicuousness of the product
- conformity
- personality characteristics

conspicuousness of the product

Which factor affecting a reference group's influence over consumer purchase decisions is displayed by a young corporate sales rep seeks the advice of a friend or imitates the behavior of a more senior sales rep, a member of his reference group, by taking the client to a restaurant that is frequented by executives whom he views as role models.
- conspicuousness of the product
- conformity
- relevant information and expertise
- the group's power and expertise

relevant information and expertise

True or False: Reference groups achieve their power through word of mouth (WOM).

true

True or False: There are both primary and secondary membership groups

true

__________ are groups that an individual is unlikely to belong to despite the fact that they may accept and strongly believe in the group's attitudes or closely held beliefs.
- Symbolic groups
- Informal reference groups
- Anticipatory groups
- Dissociative groups

symbolic groups

True or False: The degree of influence that a reference group exerts on an individual's behavior depends on a number of factors, including the individual, the product choice at hand and social factors.

true

True or False: An emotional appeal uses imagery, copy, music or other tactics to appeal to a consumer's feelings about a product, service or issue at hand.

true

Television advertisements are an example of __________ communication.
- one-to-many
- one-to-few
- one-to-group
- one-to-all

one to all

True or False: One-to-all is the most effective and labor-intensive form of marketing communication.
True
False

false

If a brand's consumer has a low need for cognition, consumers are more likely to be persuaded by __________ framed messages.
positively
negatively
neutrally
indirectly

negatively

A marketer acknowledging competing products in company messaging and share why his or her product is superior to that of the competition defines __________.
one-sided communication
outward communication
two-sided communication
competing communication

two-sided communication

On TV, the commercials that have the best recall are shown __________ of a commercial break.
last in the sequence
in the middle of the sequence
at any position in the sequence
first in the sequence

first in the sequence

The __________ is the creative glue that hooks the reader or viewer of an advertisement by trying to connect the brand to the consumer's wants and needs.
direct motivation
marketing configuration
advertising appeal
content driver

advertising appeal

True or False: Environmental noise occurs when the sender causes a disruption that makes it difficult for the consumer to process the message at hand.
False
True

false

While there are scores of advertising appeals for marketers to choose from, according to the chapter, one way of categorizing them and understanding the options is to examine both emotional and __________ appeals.
transitional
rational
functional
relational

rational

This is the manifestation of all the environmental and internal factors that impact a consumer's mood.
stockouts
omni-channel experience
usage process
antecedent states

antecedent states

According to the chapter, when it comes to the shopping experience, consumers are increasingly opting for __________, speed and low cost above all other factors.
convenience
quality
variety
uniqueness

convenience

Which of the following is not presented in the chapter as a factor that influences a customer's holistic shopping experience?
the usage process
the decision process
the disposal process
the buying process

the decision process

True or False: To a marketer, understanding the product usage process is as critical as understanding the product buying process.
True
False

true

This, according to the chapter, is a shift in consumer behavior that has left many traditional retailers scrambling.
- that examples of successful online-only retailers span the gamut across industry and company size
- that it only takes a product idea, a domain name idea, a web hosting account and 30 minutes to set up a retail website
- that online-only brands feel as native to Millennial and Gen-Z customers as social media and other digital channels
- that Millennial and Gen-Z customers are quick to explore and adopt new, online-only retail options

that Millennial and Gen-Z customers are quick to explore and adopt new, online-only retail options

Online selling has changed the future of retail in a way that could not have been anticipated years ago by all of the following except
- enabling regional retailers to gain national scale
- enabling national chains to reach smaller communities
-eliminating the significant barriers to entry created by a brick-and-mortar-only retail environment
- eliminating the need for an omni-channel environment

eliminating the significant barriers to entry created by a brick-and-mortar-only retail environment

Marketers should be cognizant that offering price reductions do not dilute their brand as price is an indicator of brand quality.
False
True

true

The increase in how digitally and tech savvy consumers are has eliminated the need for strong customer service.
True
False

false

This is the consumers' assessment of a brand based on a set of criteria that helps the customer understand the value the brand drives.
behavioral tendency
emotive tendency
brand loyalty
evaluative tendency

evaluative tendency

This is a consumer's feelings toward a brand.
evaluative tendency
behavioral tendency
brand loyalty
emotive tendency

emotive tendency

True or False: Affiliates are companies that work together to aggregate information about various product options in a category.
False
True

false

True or False: The Net Promoter Score (NPS) is a measure of a customer's likelihood of purchasing a brand referred by a friend.
True
False

false

This is a structured system used to reward consumers in exchange for consumers acting in a certain way.
affiliate networking
loyalty program
Net Promoter Score (NPS)
Customer Loyalty Index (CLI)

loyalty program

This, according to the chapter, is the intangible value proposition that separates one commodity product (or at least products within competitive, fragmented landscapes) from the next.
affiliate
loyalty
value
brand

brand

True or False: Loyalty programs that drive purchase work best when they are highly targeted based on location, frequency or other relevant factors.
False
True

true

True or False: Activity time, visit frequency and core user actions are typically measured when considering Customer Loyalty Index (CLI).
False
True

false

True or False: Brand loyalty increases customer acquisition costs.
False
True

false

This is a framework that provides companies with insight into consumers' perspective of a market category so game-changing innovation can be developed with that consumer perspective in mind.
priority
demand-first innovation
demand landscape
ethnography

demand-first innovation

True or False: Since it's clear that innovation is an imperative, it's easy for companies to define their innovation process and roadmap.
False
True

false

True or False: Creating a demand landscape begins with an understanding of consumer behavior.
False
True

true

In pursuing demand-first innovation and growth, __________ is the step of Erich Joachimsthaler's three-part framework with the goal to enable marketers and product managers to truly understand how their consumers live their lives apart from their current product and service offerings and in the context of their culture and their emotions (their fears, frustrations, passions, etc.).
formulate a strategic blueprint
reframe the opportunity space
re-evaluate the core objectives
create a demand landscape

create a demand landscape

In pursuing demand-first innovation and growth, __________ is the step of Erich Joachimsthaler's three-part framework that involves focusing attention on identifying the innovative opportunities that consumers can't name in a conversation with a company through traditional research.
re-evaluate the core objectives
create a demand landscape
reframe the opportunity space
formulate a strategic blueprint

reframe the opportunity space

In pursuing demand-first innovation and growth, __________ is the step of Erich Joachimsthaler's three-part framework typically requires organizational alignment outside of the marketing team to enable the company to change the very systems and processes that may have driven company profitability or success to date.
re-evaluate the core objectives
create a demand landscape
reframe the opportunity space
formulate a strategic blueprint

formulate a strategic blueprint

True or False: One of the reasons an observational research methodology is critical in the success of creating a demand-landscape is because there is truly a difference between what people say they prioritize and what they actually do.
True
False

true

True or False: Often, companies are limited to creating only incremental changes as whole-scale innovation is difficult given the regulatory environments that they are in.
False
True

true

A __________ is the measure of relative value of achieving goals, recognizing that at any given time it's likely consumers have multiple goals.
scale
proposition
margin
priority

priority

True or False: One of the reasons focus groups are critical in the success of creating a demand-landscape is because there is truly a difference between what people say they prioritize and what they actually do.
True
False

false

Globalization is __________.
- a group identity shaped by shared knowledge, belief, law, morals, customs and many other factors
- the process of interaction and integration among the people of different cultures
- the process of driving cultural change, often the result of trying to convince consumers to adopt new products and services within an new environment
- the process of understanding the extent to which consumers in multiple markets think and act differently

the process of interaction and integration among the people of different cultures

Cross-cultural analysis is __________.
- the process of driving cultural change, often the result of trying to convince consumers to adopt new products and services within an new environment
- a group identity shaped by shared knowledge, belief, law, morals, customs and many other factors
- the process of interaction and integration among the people of different cultures
- the process of understanding the extent to which consumers in multiple markets think and act differently

the process of understanding the extent to which consumers in multiple markets think and act differently

True or False: Consumers sometimes mistrust or resent international brands, seeing them as hurtful to the local culture.
True
False

true

__________ is a group identity shaped by shared knowledge, belief, law, morals, customs and many other factors, an all-encompassing, comprehensive concept that pervades all aspects of consumer behavior.
Community
Perception
Sociality
Culture

culture

True or False: Culture impacts biological needs (e.g., the need to eat, the need for shelter, etc.).
False
True

false

Which of the following is presented in the chapter as an option for marketers to choose from based on their decisions to customize products and/or communications strategies for international markets?
- all of these are presented in the chapter as options for marketers
- changing the product itself but leaving its communications strategy unchanged
- customizing both the product and its marketing communications approach for each market
- leaving the product unchanged but customizing the communications strategy

all of these are presented in the chapter as options for marketers

True or False: In consumer behavior terms, cross-cultural analysis means understanding the extent to which consumers in multiple markets think and act differently.
False
True

true

True or False: In markets where interdependence is more important than independence, marketers may choose to focus their communications on messages that portray individual achievement.
True
False

false

True or False: Cultures provide boundaries that tend to impact consumer behavior.
False
True

true

True or False: As consumer preferences shift, the demand for marketers focused on product innovation has shifted to demand for technology product managers.
True
False

true

True or False: In addition to investing in huge call centers, smart marketers are using AI-driven chatbots to meet consumer needs while reaping significant cost savings.
False
True

false

According to the chapter, this is a strategy that can be quite effective for lower involvement products where service and other aspects of the marketing mix have less importance.
allowing product customization
providing long-term warranties
offering incentives for positive online reviews
matching prices for items customers find online

matching prices for items customers find online

As business students, it's important to add a fifth "P" to McCarthy's marketing mix: "__________."
Publicity
Practice
Performance
People

people

That consumers can purchase from a fragmented distribution landscape involving sites the marketer has no control over is a condition of this element of the 4 P's marketing mix.
place
price
promotion
product

place

Edmund Jerome McCarthy's definition of __________ was traditionally referred to as a product's distribution strategy.
price
product
place
promotion

place

True or False: Almost every industry is shifting from physical product development to technology product development.
True
False

true

True or False: Since the 1960s, no marketplace trends have had as significant an impact on the variables of the 4 P's marketing mix as globalization.
False
True

false

As a result of __________, companies could demonstrate they truly understood consumer needs because advertisers could serve up ads based on consumers' browsing patterns, making ads truly relevant to consumers.
scaling
rebranding
remarketing
forecasting

remarketing

True or False: Google Shopping is a service that allows users to search for products online and compare prices among various vendors.
False
True

true

According to the chapter, marketers are impacted by regulators who are pursuing two simultaneous missions: __________.
protecting businesses and monitoring consumers
monitoring consumers and protecting businesses
monitoring businesses and monitoring consumers
protecting consumers and protecting businesses

protecting consumers and protecting businesses

True or False: The Facebook-Cambridge Analytica data scandal involved heated discussion on the ethical standards for social media companies and a call for regulation to protect consumers.
True
False

True

Which of the following is not listed in the chapter as a critical issue regulators focus on?
information accuracy
product issues
privacy
price matching

price matching

This organization has legal authority to create and enforce legislation to prohibit unfair or deceptive practices.
Federal Trade Commission (FTC)
Consumer Product Safety Commission (CPSC)
TRUSTe/National Cyber Security Alliance (NCSA)
General Data Protection Regulation (GDPR)

Federal Trade Commission (FTC)

In a report completed by VPNGeeks, ________ of survey respondents mentioned they worry about online security.
75 percent
82 percent
60 percent
27 percent

82 percent

True or False: In February of 2018, the U.S. Consumer Product Safety Commission (CPSC), the Department of Health of Canada (Health Canada) and the Consumer Protection Federal Agency of the United Mexican States (PROFECO) signed an agreement to formalize a relationship to cooperate and share product safety best practices and improvement opportunities.
True
False

True

True or False: Consider marketers creating claims about a new car — marketers will often focus on creating messaging that shares that the car is aligned with CPSC standards in order to demonstrate that the car is environmentally friendly.
False
True

True or False: Consider marketers creating claims about a new car — marketers will often focus on creating messaging that shares that the car is aligned with CPSC standards in order to demonstrate that the car is environmentally friendly.
False
True

Much of the legislation that regulators focus on when considering how businesses market to children was developed based on theories of children's consumer behavior, particularly in the space of __________.
social media usage
educational performance
information processing
technology

information processing

True or False: FTC Endorsement Guides state that marketers need to ensure their paid influencers are truly users of the products but that marketers do not have to prove that their paid influencers have a positive perception of endorsed products.

false

True or False: NCSA is sweeping legislation enacted by the European Union with the goal of protecting EU citizens from privacy and data breaches in our increasingly connected digital world.
True
False

false