Test Bank For Consumer Behavior, 6th Edition

Name: Test Bank For Consumer Behavior, 6th Edition
Brand: Academic Documents Platform
Price: 20 USD
Availability: InStock
Author: Julian Cooper

Test Bank For Consumer Behavior, 6th Edition provides a complete breakdown of important topics, helping you study efficiently and effectively.

Julian Cooper

Contributor

4.3

4 months ago

Preview (16 of 588)

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
CHAPTER 1
Understanding Consumer Behavior
CHAPTER SUMMARY
The goal of this chapter is to introduce students to the topic of consumer behavior. The
chapter defines what consumer behavior is, what factors affect it, and why it should be
studied. Consumer behavior is defined as involving (1) the set of decisions (whether,
what, why, how, when, where, how much, how often, how long), (2) made about the
acquisition, use, or disposition (3) of products, services, activities, ideas, people or time
(4) made by one or more decision-making entities (5) over time.
Consumers’ motivation, ability, and opportunity affect their decisions. These factors
influence what consumers are exposed to, what they attend to and what they perceive,
how they categorize or interpret information, how they form and change attitudes, and
how they form and retrieve memories. Each of these aspects of the psychological core
has a bearing on consumer decision making. Decision making itself is based on
problem recognition and the search for information, involves some judgment and
decision-making processes, and affects others’ decisions as well as one’s own post-
decision satisfaction level. Furthermore, consumer decisions are affected by the
consumer’s culture, defined as the myriad groups and social systems to which
individuals belong, that influence the values and beliefs they hold and the symbols they
use to communicate group membership. Factors associated with both the psychological
core and culture can influence outcomes such as symbolic consumer behavior and the
diffusion of new consumer behavior throughout a market.
Studying consumer behavior can provide useful input to marketing strategies like
market segmentation, target market selection, and positioning. It can also guide
marketing tactics like product, pricing, distribution, and promotion decisions.
Furthermore, the study of consumer behavior can be of interest to ethicists and
consumer advocacy groups, and can be helpful in designing laws and regulations that
protect consumers. Finally, it can help consumers to improve their own lives by making
the environment more user friendly, safer, cleaner, and healthier.
CHAPTER LEARNING OBJECTIVES
After studying this chapter, students will be able to
1. Define consumer behavior and explain the components that make up the
definition.
2. Identify the four domains of consumer behavior shown in Exhibit 1.6 that affect
acquisition, usage, and disposition decisions.
3. Discuss the benefits of studying consumer behavior.

2 Chapter 1: Understanding Consumer Behavior
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
4. Explain how companies apply consumer behavior concepts when making
marketing decisions.
CHAPTER OUTLINE
I. Defining Consumer Behavior
A. Consumer Behavior Involves Products, Services, Activities and Ideas
1. In addition to products, services, activities, ideas, people and time are
also the target of marketing efforts and studies in consumer behavior.
2. The term offering is used to encompass all entities that can be marketed.
B. Consumer Behavior Involves More Than Buying
1. How consumers acquire, use, and dispose of products, services,
activities, and ideas must be considered by marketing managers.
C. Consumer Behavior Is a Dynamic Process
1. Consumers interact with the offerings they encounter in various
environments over a period of time as they move through the process of
acquisition, use, and disposition.
D. Consumer Behavior Can Involve Many People
1. Many individuals may be involved in the acquisition, use, and disposal of
an offering, each person holding one or more consumer roles in the
process.
E. Consumer Behavior Involves Many Decisions
1. Whether to Acquire/Use/Dispose of an Offering
a) Is this an offering for me?
2. What Offering to Acquire/Use/Dispose
a) Which category should I choose from? Which brand?
3. Why to Acquire/Use/Dispose of an Offering
a) Is this offering compatible with my needs, values, and goals? Will it
help me to fit in?
4. Why an Offering Is Not Acquired/Used/Disposed
a) What keeps me from purchasing an item?
5. How to Acquire/Use/Dispose of an Offering
a) Ways of Acquiring an Offering––Can I trade for this product? Rent or
lease it. Should I give it as a gift? Can I barter for the item?
b) Ways of Using an Offering––What are the appropriate uses for an
item? Are there innovative uses of this product? How are consumers
educated to use this product?
c) Ways of Disposing of an Offering––What should I do when I am done
with it. Should I find a new use? Get rid of it temporarily?
Permanently?
6. When to Acquire/Use/Dispose of an Offering
a) When is it “appropriate” to acquire or use an offering in a given
situation. Special occasions? Every day? 24 hours a day?

Chapter 1: Understanding Consumer Behavior 3
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
7. Where to Acquire/Use/Dispose of an Offering
a) In stores, by mail, by phone, or over Internet
8. How Much, How Often, and How Long to Acquire/Use/Dispose of an
Offering
a) Do I use this all the time? Infrequently?
F. Consumer Behavior Involves Emotions and Coping
1. Emotions, both positive and negative, as well as specific emotions such
as hope, fear, regret, guilt, embarrassment, and general moods can affect
consumers’ behavior.
2. Consumers may have to cope with stress from consumption situations.
3. There is differing coping behavior among certain segments, such as low-
literacy consumers.
II. What Affects Consumer Behavior?
A. The Psychological Core: Internal Consumer Processes
1. Motivation, Ability, and Opportunity
a) Is the consumer motivated to focus on the decision?
b) Will the consumer have the opportunity to make an informed choice?
c) Does the consumer have the ability to distinguish one offering from
another?
2. Exposure, Attention, Perception, and Comprehension
a) Is the consumer exposed to information related to the choice?
b) Is the consumer able to attend to and perceive the information that is
available?
3. Memory and Knowledge
a) Storage and recall in part depends on MAO.
b) Choice is based on information retrieved, not stored.
4. Forming and Changing Attitudes
a) Based on the information the consumer receives, what attitudes are
formed? How do these evaluations change in the presence of new
information?
B. The Process of Making Decisions
1. Problem Recognition and the Search for Information
a) Does the consumer recognize problems and search for necessary
information?
2. Making Judgments and Decisions
a) To what extent does the consumer expend time, and mental and
emotional energy in making a decision?
3. Making Postdecision Evaluations
a) To what extent does the consumer’s post-decision evaluation provide
feelings of satisfaction or dissatisfaction?
C. The Consumer’s Culture: External Processes
1. Reference Groups and Other Social Influences
a) What groups does the consumer perceive that he/she is a member of
and how do these groups influence the consumer’s behavior?

4 Chapter 1: Understanding Consumer Behavior
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
2. Diversity Influences
a) Ethnic or religious groups affect consumer decisions; these may be
regional or broader.
b) Diversity impacts one’s vacation choices, for example.
3. Household and Social Class Influences
a) For example, the upper middle class and living with parents impact
decisions.
4. Values, Personality, and Lifestyles
a) To what extent do the consumer’s beliefs, personality, activities,
interests, and opinions influence the consumer choices he/she
makes?
D. Consumer Behavior Outcomes and Issues
1. Consumer Behaviors Can Symbolize Who We Are
a) How do consumers’ behaviors reflect and project “who they are”?
2. Consumer Behaviors Can Diffuse Through a Market
a) How do the behaviors of certain individuals spread to others in the
market?
3. Consumer Behavior, Ethics, and Social Responsibility
a) Sometimes consumers face potentially conflicting priorities.
b) Consumers and marketers can and do use marketing for constructive
purposes.
III. Who Benefits from the Study of Consumer Behavior?
A. Marketing Managers
1. How do marketing managers use consumer behavior to develop
marketing strategies and tactics?
2. How do they adapt to consumers’ different wants and needs?
B. Ethicists and Advocacy Groups
1. To what extent is it appropriate to use knowledge of consumer behavior to
promote certain types of products or services?
C. Public Policy Makers and Regulators
1. To what extent is it appropriate to use knowledge of consumer behavior to
influence laws and business rules?
D. Academics
1. How do academics use consumer behavior concepts both in the
classroom and when conducting research?
E. Consumers and Society
1. To what extent does knowledge of consumer behavior make people better
consumers?
IV. Marketing Implications of Consumer Behavior
A. Developing and Implementing Customer-Oriented Strategy
1. How is the market segmented?
2. How profitable is each segment?
3. What are the characteristics of consumers in each segment?
4. Are consumers satisfied with existing offerings?

Chapter 1: Understanding Consumer Behavior 5
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
B. Selecting the Target Market
1. Which consumer groups are appropriate targets for a firm’s marketing
efforts?
C. Developing Products
1. What ideas do consumers have for new products?
2. What attributes can be added to or changed in an existing offering?
3. How should the offering be branded?
4. What should the package and logo look like?
D. Positioning
1. How are competitive offerings positioned?
2. How should our offerings be positioned?
3. Should our offerings be repositioned?
D. Making Promotion and Marketing Communications Decisions
1. What are our advertising objectives?
2. What should our advertising look like?
3. Where should advertising be placed?
4. When should we advertise?
5. Has our advertising been effective?
6. What about sales promotion objectives and tactics?
7. Have our sales promotions been effective?
8. How can salespeople best serve customers?
E. Making Pricing Decisions
1. What price should be charged?
2. How sensitive are consumers to price and price changes?
3. When should certain pricing tactics be used?
F. Making Distribution Decisions
1. Where and when are target consumers likely to shop?
2. What do customers want to see in stores?
3. How should stores be designed?
QUESTIONS FOR REVIEW AND DISCUSSION
Possible answers are as follows.
1. How is consumer behavior defined?
Consumer behavior entails the acquisition of, use of, and disposition of goods.
Note that disposition is often forgotten as an aspect of consumer behavior.
2. What is an offering?
A product or service or activity or idea offered by a marketing organization to
consumers.
3. What are some of the factors in the psychological core that affect consumer
decisions and behavior?
MAO: motivation, ability, opportunity

Loading page 6...

6 Chapter 1: Understanding Consumer Behavior
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Exposure, attention, perception, and comprehension
Memory and knowledge
Attitude formation and change
4. What aspects of the consumer’s culture influence decisions and behavior?
Diversity influences
Household and social class influences
Values, personality, and lifestyles
5. How is marketing defined?
A social and managerial process through which individuals and groups obtain
what they need and want by creating and exchanging products and value with
others.
6. How can public policy decision makers, advocacy groups, and marketing
managers use consumer research?
To understand what consumers and clients value. To help develop and
understand what appropriate goods and services deem best for consumers.
Policy makers use research to set law and policy in government, for instance a
texting while driving law may be based on consumer research about safety and
phone use while driving. Advocacy groups use research in the same way; yet,
they focus on using research to advocate a point or view (e.g., Mothers Against
Drunk Driving MADD). Marketing managers can help consumers by
understanding consumer use and desires via research.
7. What kinds of marketing questions can companies use consumer behavior
research to answer?
How is the market segmented?
How profitable is each segment?
What are the characteristics of consumers in each segment?
Are customers satisfied with existing offerings?
How are competitive offerings positioned?
How should our offerings be positioned?
What ideas do consumers have for new products?
What attributes can be added to or changed in an existing offering?
What should our offerings be called?
What should our package and logo look like?
What are our advertising objectives?
What should our advertising look like?
Where should our advertising be placed?

Loading page 7...

Chapter 1: Understanding Consumer Behavior 7
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
When should we advertise?
Has our advertising/sales promotions been effective?
When should sales promotions take place?
When should certain price tactics take place?
8. How can you benefit from studying consumer behavior?
Consumer behavior studies can help consumers in the marketplace to
understand the market, and its role in business practice.
CONSUMER BEHAVIOR CASE
How Unilever’s Brands Connect with Consumers
From soap to soup, Unilever markets a wide range of personal care products, foods,
and household cleaners under popular brands like Dove, Bertolli, Lipton, Lux, Axe,
Sunsilk, Surf, and Omo. Two billion consumers buy its products every day, adding up to
annual revenue of $62 billion. The Anglo-Dutch company constantly conducts research
to learn more about what consumers want and need, identifying even seemingly small
changes that can make a big difference in the daily lives of people worldwide.
One of the company’s most memorable marketing initiatives has been Dove’s
“Campaign for Real Beauty.” Based on extensive consumer research into women’s
attitudes and emotions, the campaign uses ads, YouTube videos, special events, and
other communications to counter beauty stereotypes and make the point that real
beauty is more than skin deep. By linking its soap brand to messages reinforcing
positive self-esteem for women of all ages, races, sizes, and shapes, Dove has won the
admiration and loyalty of consumers in many countries.
Unilever’s Ragú food brand has been courting parents with Facebook and
YouTube communications that encourage ongoing conversations with marketers and
among its brand fans. For example, marketers recently used the brand’s Facebook
page (which has more than one million “likes”) to start a dialogue about getting children
to eat. Its Facebook fans responded with dozens of additional ideas, which Ragú’s ad
agency turned into helpful online videos that dish up tips with a sense of humor. Heavy
use of social media is one way that Ragú aims to create an emotional connection with
its customers and understand their ever-changing needs and interests.
Campaigns combining Facebook, YouTube, Twitter, and special websites have
helped Unilever market its food and personal care brands to highly targeted segments
such as Latino families in the United States. Unilever’s www.vivemejor.com, the
Spanish-language website, and Facebook page provide brand-oriented recipes,
coupons, holiday ideas, household hints, and other information that Latino families can
use. The company also holds Disfruita la Pasión de la Vida events outside
supermarkets to attract and engage Latino consumers. In planning such events, the
company turns to its Multicultural Consumer Marketing Insights research team for
guidance.

Loading page 8...

8 Chapter 1: Understanding Consumer Behavior
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Unilever is looking beyond immediate acquisition behavior to encourage healthy,
environmentally sustainable behavior all over the world. Through research, it has
determined that the first step is to help consumers understand why they should do
something (such as wash with soap to prevent the spread of disease). The next step is
to show them how easy it is to take action (buy bars of soap and use them). Then, they
must make the new behavior desirable (washing can keep the family safe from germs).
Next, it is important to make consumers feel good about doing this action (for
themselves, their family, and society). Finally, find a way to continue the behavior over
time (ask children to wash before every meal). With these five steps, Unilever has
convinced millions of consumers in developing countries to adopt the healthy habit of
washing their hands—promoting the company’s Lifebuoy soap brand at the same time.
Unilever also sells laundry products in developing nations where water is a
scarce resource, yet consumers are accustomed to rinsing clothes several times to get
them clean. To address both consumer needs and environmental issues, CEO Paul
Polman explains “We’ve put products out in the market—fabric softeners—that only
need one rinse.” Even then, “consumers were still doing two or three rinses, so we had
to be very creative in educating them,” he says. Clearly, Unilever wants to build strong
relationships with its customers by making sure its brands are down-to-earth and “real.”i
Case Questions
1. How is Unilever applying its understanding of internal consumer processes in the
psychological core to market its products?
Unilever understands there are many important psychological processes
consumers must go through during the acquisition, use, and disposal of offerings.
By using market research, the company taps into specific aspects based on the
particular product’s target audience. For many products, such as Lifebouy soap,
Unilever steps consumers through all of the psychological processes, from
awareness to attitude change in order to acquire new customers and retain
current users.
2. Which of the four external processes in the consumer’s culture do you think have
been the most important to the success of Dove’s Campaign for Real Beauty?
Why?
Values, personality, and lifestyle: Dove's campaign is based on market research
into women's attitudes and emotions, which are closely tied to their values. The
campaign highlights the value that "real beauty" is more than skin deep; a
sentiment women in their target audience value and believe is reflective of their
personalities.
Reference groups and other social influences: Dove uses "real" women versus
models with whom their consumers can because they are members of their
reference group.
3. Do you agree with Unilever’s decision to link its brands with efforts to encourage
healthy and sustainable behaviors? Explain your answer.
Linking brands to healthy and sustainable behaviors helps Unilever create an

Loading page 9...

Chapter 1: Understanding Consumer Behavior 9
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
emotional connection with its customers because they perceive the company
cares about more than just profit.
IN CLASS EXERCISE*
Analyzing Consumer Generated Content
Your task is to analyze consumer generated online postings—e.g., blog entries,
pictures, and videos—for a product category or brand of your choice. The material
should be generated by consumers (advertisements are usually created by firms
and/or their advertising agencies and are not appropriate). You can, however, show
ads to demonstrate how consumer generated material differs from firm generated
advertisements.
1. Select some individuals with whom you will be comfortable working. Teams can
be any size from one through the entire class.
2. Select (a) a product category (e.g., baseballs, tomatoes, aftershave); (b) a brand
that may encompass several product categories; (c) a specific product category
for a specific brand (e.g., Nike basketball shoes) of interest.
3. Find a number of online postings by consumers discussing or portraying their
experience with the product or brand. You may want to consider:
a. Blog entries (which can be searched through the Google Blog Search feature
at http://blogsearch.google.com).
b. Consumer product evaluations sites such as epions.com and evaluations on
merchant sites such as Amazon.com.
c. Photos (available from Flickr (http://www.flickr.com/), WebShots
(http://www.webshots.com/), Picasa Web (http://www.picasaweb.com), and
any other photo share sites. You can also search using the Google Images
search feature (http://images.google.com).
d. Video recordings (available from YouTube and Google Video Search
(http://video.google.com).
e. Other online media.
4. Discuss the possible motives of the consumers generating the material in
question (e.g., genuine desire to help others, wanting to look good, desire to
promote a favorite brand, desire to present an alternative brand to the market
leader, “blowing off steam,” show off creative talents more than dealing with
substance per se, desire to entertain).
5. Identify the extent to which different people who create material on similar
topics/brands either compete with each other or promote other people’s material.
* Courtesy of Lars Perner, Ph.D., University of Southern California.

Loading page 10...

10 Chapter 1: Understanding Consumer Behavior
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
6. Identify theme or issues identified. Note that photos and videos may be “staged”
or sensationalized to some extent. Nevertheless, do these at least suggest
certain underlying consumer motivations, emotions, and/or perceptions?
7. Identify implications for the marketing of the product or brand in question —e.g.,
a. Effective advertising messages (e.g., could a particular photo—with proper
permissions—be used as an ad with a suitable caption?)
b. Issues for product design and or content (e.g., are there aspects enjoyed or
aspects causing frustration apparent?)
c. Information that should be available for consumers on manufacturer web sites.
8. Prepare a brief report to the rest of the class (up to four minutes in length,
including time spent on showing illustrations).
Notes:
• You may want to divide up between team members so that different people
search different media.
• If one or more group members speak any foreign languages, you may want to
compare apparent differences between cultures.
• To zero in on specific items, you may want to search using phrases put in
quotes—e.g., “new cell phone,” “contract ran out,” “lost my phone,” “heel broke,”
or “pink Blackberry.”
i “Unilever Ramps Up Hispanic Marketing,” Media Post, April 2, 2012, www.mediapost.com; Anna
Maria Virzi, “How Unilever Connects with Hispanics on Facebook,” ClickZ, February 28, 2012,
www.clickz.com; Louise Lucas, “Changing Lives,” Financial Times, March 20, 2012, www.ft.com;
Louise Jack, “Unilever CEO Paul Polman on the Packaged Goods Giant’s Creative Shift,” Fast Company,
January 12, 2012, www.fastcocreate.com; Ann-Christine Diaz, “Behind the work: Ragu and BFG9000’s
Tips for Finicky Eaters,” Advertising Age, March 20, 2012, www.adage.com; and Ekaterina Walter,
“Marketing to Women,” Fast Company, March 19, 2012, www.fastcompany.com.

Loading page 11...

Chapter 1—Understanding Consumer Behavior
TRUE/FALSE
1. In the introduction featuring Panera Bread, the 10 million customers who belong to their loyalty
program make over 40 percent of all Panera purchases.
ANS: T PTS: 1 REF: p. 2 NAT: AACSB: Analytic
2. Consumer behavior is the totality of consumers' decisions with respect to the acquisition, consumption,
and disposition of goods, services, time, and ideas by human decision-making units over time.
ANS: T PTS: 1 REF: p. 2 NAT: AACSB: Analytic
3. Consumer behavior is a static process.
ANS: F PTS: 1 REF: p. 5 NAT: AACSB: Analytic
4. Each household spends on average $138 per day on goods in services (U.S. average).
ANS: T PTS: 1 REF: p. 6 NAT: AACSB: Analytic
5. Broad themes that affect acquisition, usage, and disposition decisions are: the psychological core, the
process of making decisions, the consumer's culture, and consumer behavior outcomes.
ANS: T PTS: 1 REF: p. 10 NAT: AACSB: Analytic
6. The four domains of consumer behavior are: sociological, the process of making decisions, the
consumer's social status, and consumer behavior outcomes.
ANS: F PTS: 1 REF: p. 10 NAT: AACSB: Analytic
7. In consumer behavior, recognizing a problem occurs when consumers realize they have an unfilled
need.
ANS: T PTS: 1 REF: p. 12 NAT: AACSB: Analytic
8. Consumer behavior outcomes include the symbolic use of products and the diffusion of ideas,
products, or services through a market.
ANS: T PTS: 1 REF: p. 13 NAT: AACSB: Analytic
9. Anjala is an avid marathon runner and meets Katy, who also runs. They may consider each other as
part of their reference group for running related products or services.
ANS: T PTS: 1 REF: p. 12 NAT: AACSB: Analytic
10. One reason marketers study consumer behavior is because it helps them to create new products.
ANS: T PTS: 1 REF: p. 16 NAT: AACSB: Analytic

Loading page 12...

11. Research indicates that we understand the differences between brands better when we can view a chart,
matrix, or grid comparing brands and their attributes.
ANS: T PTS: 1 REF: p. 17 NAT: AACSB: Analytic
12. It is necessary to understand consumers' disposition behaviors when advocating recycling programs.
ANS: T PTS: 1 REF: p. 18 NAT: AACSB: Analytic
13. Before buying a product, consumers often have an idea of the worth of that product.
ANS: T PTS: 1 REF: p. 23 NAT: AACSB: Analytic
14. Usage is at the core of consumer behavior.
ANS: T PTS: 1 REF: p. 4 NAT: AACSB: Reflective
15. Understanding how consumers comprehend and categorize information is important to recognizing
and guarding against misleading advertising.
ANS: T PTS: 1 REF: p. 17 NAT: AACSB: Communication
MULTIPLE CHOICE
16. The consumer behavior field looks at
a. how consumers are the most important element of the marketing mix.
b. the totality of consumers' decisions with respect to acquisition, consumption, and
disposition of goods, services, activities, experiences, people, and ideas by human
decision-making units over time.
c. only the behavior of consumers while in a retail environment.
d. the purchases of tangible goods but not services.
e. the persuasion of individuals to increase consumption at one period of time.
ANS: B PTS: 1 REF: p. 3 NAT: AACSB: Analytic
17. The ____ field is one that looks at the totality of consumers' decisions with respect to acquisition,
consumption, and disposition of goods, services, time, and ideas by human decision-making units over
time.
a. anthropology
b. consumer behavior
c. economics
d. psychology
e. customer management
ANS: B PTS: 1 REF: p. 3 NAT: AACSB: Analytic
18. An offering is a product, service, activity, or idea
a. that is acquired but not used by consumers.
b. that is used but not acquired by consumers.
c. marketed by a firm but not yet available in the marketplace.
d. offered by a marketing organization to consumers.
e. in the marketplace but not yet accepted by consumers.
ANS: D PTS: 1 REF: p. 4 NAT: AACSB: Analytic

Loading page 13...

19. The process by which a consumer comes to obtain an offering is known as
a. usage.
b. disposition.
c. offering.
d. acquisition.
e. ostentation.
ANS: D PTS: 1 REF: p. 4 NAT: AACSB: Analytic
20. Thanksgiving products are an example of how ____ has symbolic implications.
a. usage
b. disposition
c. offering
d. acquisition
e. marketer-control
ANS: A PTS: 1 REF: p. 4 NAT: AACSB: Analytic
21. Spreading negative word-of-mouth is an example of how consumers' usage of a product
a. can influence other consumer behaviors.
b. impacts disposition.
c. has hedonic implications for acquisition.
d. has symbolic implications for disposition.
e. will lead to other offerings in the marketplace.
ANS: A PTS: 1 REF: p. 4 NAT: AACSB: Communication
22. I carefully recycle all of my paper and plastics after using them. In consumer behavior, this is referred
to as
a. conspicuous consumption.
b. conspicuous acquisition.
c. relevant marketing.
d. disposition behavior.
e. gestation.
ANS: D PTS: 1 REF: p. 4 NAT: AACSB: Analytic
23. Studying this type of consumer behavior allows marketers to provide a need for customers who are
concerned about what to do with a product after usage.
a. Usage
b. Disposition
c. Acquisition
d. Product
e. Switching
ANS: B PTS: 1

Loading page 14...

e. process that focuses primarily on acquisition.
ANS: C PTS: 1 REF: p. 5 NAT: AACSB: Analytic
25. The consumer behavior process occurs over time as the consumer acquires, uses and disposes of the
product. This is part of
a. a one-way process.
b. a process isolated by active behaviors that are reactive.
c. the memory network.
d. a dynamic process.
e. the judgment framework.
ANS: D PTS: 1 REF: p. 5 NAT: AACSB: Analytic
26. Sometimes there are many people involved in an acquisition decision and they may take on different
roles. Russell and his family are buying a new big-screen television. He has research different brands,
models and prices of televisions from the Internet. Russell's role in the group decision would be the
role of the ____.
a. buyer
b. information gatherer
c. influencer
d. disposer
e. user
ANS: B PTS: 1 REF: p. 5 NAT: AACSB: Analytic
27. The first decision Zach must make about dessert after dinner is most likely
a. why to get dessert.
b. when to get dessert.
c. whether to get dessert.
d. what to get for dessert.
e. how long he should spend eating dessert.
ANS: C PTS: 1 REF: p. 5 NAT: AACSB: Analytic
28. All of the following are ways of acquiring an offering except
a. buying.

Loading page 15...

30. George's manager's birthday is tomorrow. As George shops online, he must think of something to buy
for her. What is the primary difference between the decisions he will make now and those he would
make when purchasing for himself?
a. Disposal is involved in the process.
b. The brand name of the products is involved.
c. There are purchasing situational differences.
d. There are advertising viewing differences.
e. One individual must assess another individual's wants.
ANS: E PTS: 1 REF: p. 7 NAT: AACSB: Reflective
31. Kim agreed to give a professional massage in return for a haircut. This is an example of
a. buying.
b. borrowing.
c. finding.
d. dispensing.
e. bartering.
ANS: E PTS: 1 REF: p. 7 NAT: AACSB: Analytic
32. Borrowing
a. is a symbolic form of gift giving.
b. follows the disposition phase of consumer behavior.
c. affects why consumers use the product.
d. is a form of acquisition that is a major problem for retailers.
e. is a consumer behavior that does not concern marketers.
ANS: D PTS: 1 REF: p. 8 NAT: AACSB: Analytic
33. A retailer gives cash or credit toward a better video game in return for a customer's older game. This
transaction is known as
a. purchasing.
b. consumption.
c. gift giving.
d. trading.
e. borrowing.

Loading page 16...

13 more pages available. Scroll down to load them.

Preview Mode

100%

Study Now!

XY-Copilot AI

Unlimited Access

Secure Payment

Instant Access

24/7 Support

Document Chat

Document Details

Subject

Marketing

Test Bank For Consumer Behavior, 6th Edition

Study Now!

Document Details

Related Documents

Analyzing Market Differences

Creating Good Advertising 4 Rules to Attract, Inte

Key Questions for Managing Stakeholder Relationshi

Comparing Daiso and Miniso A Comprehensive Analysi

HP Sauce vs

Comparative Analysis of Food Lion and Walmart Pric

J.crew.edited 2.edited

New Product Launch Marketing Plan

Marketting Plan For Organic Vally

Marketing Research Final Exam

Company

Explore

Study Tools