BB Practice MC Questions with Answers

Consumer Behavior
MC Questions

Answer Guide

1-1

An understanding of consumer behaviour includes all of the following variables
except:
A. amount purchased
B. consumers' values
C. economic situations
D. consumers' perceptions
E. how purchases are consumed

Consumer behaviour theory provides the manager with:
A. more problems than it solves
B. concrete solutions to most marketing problems
C. the proper questions to ask in most market decision situations
D. solutions to problems
E. none of the given answers

Customer value is:
A. derived from the price of the product
B. the difference between all of the benefits derived from the total product and all of
the costs of acquiring those products
C. the cost to the consumer of altering their behaviour to buy a product
D. the difference between the perceived financial and social costs in obtaining the
product and the financial and social gain in owning the product
1-3

The marketing manager should view the consumer as:
A. a decision-making unit
B. a problem solver
C. being primarily concerned with economic factors
D. automatically responding in set ways to marketing stimuli
E. A and B only

Which of the following is not treated as a major influence on consumer lifestyle:
A. culture
B. reference groups
C. social status
D. motives
E. all of the given answers are major influences

Mary needs a computer for her studies. She has some computer knowledge from her
previous purchase 5 years ago, but feels that she needs to read more computer
magazines, consult several computer shops, and ask for advice from her IT friends
before she makes a purchase. What kind of decision-making is Mary experiencing:
A. limited
B. extended
C. complex
D. complicated
E. behavioural
1-4

Culture provides us with:
A. sophisticated ways of behaving
B. our expected norms of behaviour
C. our basic physiological motives
D. all of the given answers

Groups serve as a ____________ and as a ___________ for the individual:
A. social stimulant, social determinant
B. segmentation point, target market
C. source of encouragement, interpreter of information
D. reference point, source of information

Which of the following often leads to lifestyle changes:
A. the results of past consumption decisions
B. time-related events such as ageing
C. external events such as a job change

1-5

The choice of a fast food restaurant when a friend comes to visit, you are in the middle of
an interesting chat, and you discover it is time for lunch is influenced by:
A. antecedent state
B. social surroundings
C. temporal perspective
D. task definition
E. physical surroundings

The usage situation deals with:
A. how the product is purchased
B. who influences the product purchased
C. how we communicate to consumers about consumption
D. how and when the product is consumed
E: all of the given answers

When a consumer is so loyal to a particular brand that it is the only brand purchased, the
marketer:
A. should look closely at the communications situation
B. must consider the usage situation
C. can redefine the consumer's task definition through advertising
D. can ignore the situational influences

2-7

The five classes of situational influences are:
A. physical surroundings, people, task definition, lighting and sound
B. people, task definition, social surroundings, temporal factors and mood
C. physical surroundings, social surroundings, temporal perspective, task definition and
mood
D. people, task definition, mood, temporal factors and antecedent states
E. physical surroundings, social surroundings, temporal perspective, task definition and
antecedent states

Store atmosphere is:
A. the sum of all physical features of a retail environment
B. shown to affect consumers’ judgment of store quality
C. shown to affect consumers’ judgment of store image
D. known to influence shoppers’ moods
E. all of the given answers

A group that stays longer in a restaurant because of the music has been influenced by the
___________________ characteristic of the situation:
A. antecedent state
B. physical surroundings
D. social surroundings
Answer: B

2-8

Individuals shopping at a ‘convenience’ store rather than a store regularly shopped at
because they are in a hurry, are being influenced by the ___________________ characteristic of
the situation:
A. antecedent state
B. physical surrounding
D. task definition

A person who shops at a nicer store than normal because he/she is buying a gift rather
than a personal item is influenced by the _____________________ characteristic of the
situation:
A. antecedent state
D. task definition

An individual who decides to purchase food at a take-away food store rather than cook
when too tired has been influenced by the ____________________ characteristic of the
situation:
A. utilisation orientation
B. task definition
C. antecedent state
D. physical surroundings
E. none of the given answers 2-9

Which of the following is not a social motive for shopping outside the home:
A. communicating with others with similar interests
B. meeting with one's friends
C. acquiring status and authority
D. meeting or being near other people

Muffin Break positions itself as the ideal place for a friendly chat. This is a marketing effort
based on the ________________ characteristic of the situation:
A. temporal perspective
C. antecedent condition
D. physical surroundings
E. C and D only

When the marketer can neither control nor influence the physical situation:
A. advertising should be increased
B. product improvements should be made
C. the sales force should be increased
D. the various elements of the marketing mix should be altered to match the needs and
expectations of the target market

2-10

The advantage of large shopping malls according to consumer behaviour theory is:
A. social experiences for consumers
B. safe and comfortable area for shopping
C. consumers are exposed to a wide range of information and products
D. plenty of parking
E. A,B and C

It usually takes 3 seconds to buy a can of soft drink but it can months to choose the
right car. This is an example of:
A. task definition
B. temporal perspective
C. mood
D. antecedent state
E. momentary condition

2-11

Problem recognition involves:
A. choosing between two or more potentially satisfactory alternatives
B. a discrepancy between a situational variable and a psychological variable
C. determining which of two or more alternative goals to pursue
D. approach-approach conflict
Answer: E
Difficulty: High

A problem of which the consumer is not aware is:
A. a situational problem
B. a potential problem
C. a manifest problem
D. an actual problem

The uncontrollable factors that affect the desired state include all of the
following except:
A. changing family characteristics
B. previous decisions
C. individual development
D. reference groups
E. all of the given answer
3-13

The uncontrollable factors that affect the actual state include all of the following
except:
A. the situation
B. dissatisfaction with the existing solution
C. changing financial expectations
D. efforts of consumer groups

The existing or actual state is affected by:
A. inability to afford certain products
B. absence of particular products
C. lack of awareness of products or brands
D. A and C only
E. A, B and C

An approach to determining the problems consumers face by analysing the
purchase and/or use of a particular product or brand is known as:
A. problem analysis
B. activity analysis
C. situation analysis
D. latent problem analysis
3-14

Selective problem recognition involves:
A. a discrepancy which any brand within a product category can reduce
B. a discrepancy which a variety of brands within a product category can reduce
C. recognition of a problem for which there is no solution
D. manifest problem recognition

Attempts by firms to ‘break into’ habitual or limited decision making when their
brand is not currently used generally focus on:
A. the desired state
B. the discrepancy between the existing and desired states
C the existing state
D. the current situation

The level of a person’s desire to resolve a particular problem depends on 2
factors:
A. the relative importance of the problem and the magnitude of the discrepancy
between the desired state and the actual state
B. information search and alternative evaluation
C. environmental and situational factors
D. mood and motivation
E. the involvement level of the product and previous decisions made
3-15

Suppressing problem recognition is done because:
A. some companies want their consumers to have a low level of involvement for
their product
B. companies want consumers to be influenced primarily by packaging, price and
other marketing variables at the point of purchase
C. government regulation of certain products
D. consumer movements limit promotion of some products
E. A and B

Timing problem recognition can sometimes be difficult for a marketer to
influence because:
A. consumers vary in how long they decide they may have an actual problem
B. some consumers aren’t influenced by marketing at all
C. some consumer needs can arise suddenly
D. problem recognition is influenced by many factors
E. B and C

3-16

Internal information search:
A. almost never occurs
B. is most important in extended decisions
C. involves utilising information sources other than the individual's memory
D. is not sufficient to solve consumer problems

A consumer notices a new product in a store because of a point-of-purchase
display, and based on the information given in the display purchases the product.
This is an example of:
A. habitual decision making
B. limited decision making
C. extended decision making
D. internal search

External information can include all of the following except:
A. direct experiences with the product through inspection or trial
B. professional information provided in pamphlets, articles, and books
C. marketing-generated information
D. the opinions, attitudes and feelings of friends, neighbours and relatives
E. all of the given answers can be included in external search
4-18

All of the brands that a consumer would consider for the solution of a particular
problem are known as the:
A. inept set
B. decision set
C. evoked set
D. inert set

All of the brands that a consumer is aware of but is indifferent toward are known
as the:
A. inept set
B. so what set
C. evoked set
D. inert set

The inert set is:
A. all those brands a consumer would consider for the solution of a problem
B. all those brands a consumer is aware of for the solution of a problem
C. all those brands a consumer would not consider for the solution of a problem
D. all those brands a consumer is aware of but is indifferent toward
4-19

The evoked set is:
A. all those brands a consumer would consider for the solution of a problem
B. all those brands a consumer is aware of for the solution of a problem
C. all those brands a consumer would not consider for the solution of a problem
D. all those brands a consumer is aware of but is indifferent toward

Which of the following is NOT one of the primary sources of information
available to consumers:
A. personal sources
B. experiential sources
C. memory
D. independent sources
E. all of the given answers are primary sources of information

Consumers engage in external search when:
A. they perceive they can obtain a lower price
B. they perceive they can obtain a preferred style
C. the perceived cost of search is less than the perceived value of the search
D. the required information is available

4-20

A brand in a product category characterised by extended decisions that is in the
evoked set requires a(n) ________________ strategy:
A. maintenance
B. disrupt
C. intercept
D. acceptance

Consumer characteristics that are associated with a high level of external search
include all of the following except:
A. extensive experience with the product category
B. early stages of the household life cycle
C. a high level of perceived risk in the purchase
D. a relatively high education level
E. all of the given answers are associated with a high level of external search

A brand in a product category characterised by extended decisions that is not in
the evoked set requires a(n) ________________ strategy:
A. maintenance
B. disrupt
C. acceptance
D. preference
4-21

A brand in a product category characterised by limited purchase decisions
that is not in the target market's evoked set needs a(n) _______________________
strategy:
A. disrupt
B. intercept
C. acceptance
D. preference

A brand in a product category characterised by limited purchase decisions
that is in the target market's evoked set needs a(n) _______________________
strategy:
A. disrupt
B. intercept
C. acceptance
D. preference

4-22

A disrupt strategy:
A. is used by marketers when the brand they are promoting is not part of the
evoked set and the target market engages in habitual decision making and the
first task of this strategy is to disrupt the existing decision pattern
B. is marketing communications, such as comparative advertising, that is used
to disrupt the decision making behaviour of the consumer
C. is used in high involvement situations where the consumers may display
high brand loyalty to a product
D. is used in low involvement situations where consumers exhibit habitual
purchase behaviour

Capture strategy is:
A. marketing communications that are used to capture the consumer’s
attention
B. capturing the consumer’s attention by using different tactics in the
servicescape environment
C. used by marketers when the brand is in the target market’s evoked set and
consumers engage in limited decision making
D. used by marketers when the brand is in the target market’s inert set and
consumers engage in limited decision making

4-23

An intercept strategy is used when:
A. an organisation in a shopping mall needs to intercept consumers who walk by a
store
B. the objective is to intercept the consumer during the search for information on
the brands in the evoked set
C. the objective is to intercept the consumer during the search for information on
the brands in the inert set
D. B and C

Preference strategy is used when:
A. the objective is to make the brand the preferred one in the target market,
placing it in the evoked set. This is especially used when the consumer undertakes
extended decision making
B. the objective is to make the brand the preferred one in the target market,
placing it in the inert set. This is especially used when the consumer undertakes
extended decision making
C. the objective is to make the brand the preferred one in the target market,
placing it in the evoked set. This is especially used when the consumer undertakes
limited decision making
D. the objective is to make the brand the preferred one in the target market,
mainly through the use of marketing communication techniques

4-24

Evaluative criteria are:
A. the alternatives available to solve a problem
B. limited to the evoked set
C. limited to the inept set
D. the various features a consumer looks for in a product for solving a particular problem

Indirect methods for determining which evaluative criteria are being used include:
A. projective techniques
B. focus groups
C. interviews
D. A and B only

Which of the following is a common approach to determining consumers' judgments of
brand performance on specific evaluative criteria:
A. semantic differential scale
B. conjoint analysis
C. MARC
D. linear programming
E. none of the given answer

5-26

Which of the following is a useful approach for determining the relative importance
consumers assign to various evaluative criteria:
A. semantic differential scale
B. conjoint analysis
C. MARC
D. linear programming

A just noticeable difference (j.n.d.) refers to:
A. the relative difference in sensitivity between various sense modes
B. the minimum amount that one item can differ from another with the difference still being
noticed
C. the difference in importance assigned to various evaluative criteria
D. minimum variation in evaluative criteria required for inclusion in a multi-dimensional
scaling solution

The readily observable attribute of a product used to represent the performance level of a
less observable attribute is known as:
A. a surrogate indicator
B. a lexicographic attribute
C. a compensatory attribute
D. an interactive variable

5-27

The use of price as a surrogate indicator appears to decline with:
A. increases in visible product differences
B. increases in prior product experience
C. availability of additional product information
Given the following minimum standards: Price = 3, Quality = 4, and Ease of Use = 3,
which of the following compact disc players would be chosen using the conjunctive
decision rule:

Sanyo Sony Pioneer
Price 4 5 2
Quality 4 3 5
Ease of Use 4 4 4

A. Sony
B. Sanyo
C. Pioneer
D. there's not enough information to decide
E. none of the given answers compact disc players would be chosen

5-28

Given the following attribute cut-offs: Price = 5, Quality = 5, and Ease of Use = 4, which
of the following computers would be chosen using the disjunctive decision rule:

Hewlett-Packard Macintosh IBM
Price 5 4 4
Quality 4 3 5
Ease of Use 3 3 3

A. Hewlett-Packard
B. Macintosh
C. IBM
D. Hewlett-Packard and IBM would be considered further
E. Macintosh and IBM would be considered further
Given the following attribute cut-offs: Price = 5, Quality = 5, and Ease of Use = 4, which
of the following compact disc players would be chosen using the disjunctive decision
rule:

Sony Sanyo Pioneer
Price 5 4 4
Quality 4 3 5
Ease of Use 3 3 3

A. Sony
B. Sanyo
C. Pioneer
D. Sony and Pioneer would be considered further
E. Sanyo and Pioneer would be considered further
5-29

You are given the following information:

Rank Cut-off Point
Price 1 4
Quality 2 4
Ease of Use 3 3

Which of the following compact disc players would be chosen using the elimination-by-
aspects decision rule:

Sony Sanyo Pioneer
Price 3 5 4
Quality 4 4 4
Ease of Use 3 2 3

A. Sony
B. Sanyo
C. Pioneer
D. Sanyo and Pioneer would be considered further
E. none of the above compact disc players would be chosen

5-30

If using the lexicographic rule:
A. it is essential if this rule is used by the target market that the product equals
or exceeds the performance of all other competitors on the most important
criteria
B. it is essential if this rule is used by the target market that the product equals
or exceeds the performance of all other competitors on all criteria
C. it is essential if this rule is used by the target market that the product only
has to satisfactorily meet the criteria
D. none of the given answers is true

Elimination-by-aspects rule would be best used by a consumer when:
A. they have an important attribute that ranks far higher than all others
B. they have several attributes that ranks far higher than all others
C. they want a product which satisfies all criteria and has an important attribute
that ranks far higher than all others
D. they want a product which ranks high on all criteria and has an important
attribute that ranks far higher than all others
E. none of the given answers is true

5-31

When making a purchase decision, a consumer can follow the sequence:
A: outlet selection first, brand selection second
B. outlet and brand selection simultaneously
C. brand (or item) selection first, outlet selection second

For a target market using a ‘brand first/outlet second’ decision sequence, a retailer
should:
A. have price specials on brands
B. use image advertising
C. stock many brands and/or key brands
D. A and C only

For a target market using a ‘brand first/outlet second’ decision sequence, a
manufacturer should NOT:
A. use brand availability advertising
B. develop brand image management
C. use more exclusive distribution
D. none of the given answers
E. A and C only
6-33

Shopping orientation refers to:
A. the situation that led to a particular shopping trip
B. the general approach one takes to acquiring both brands and non-purchase
satisfactions from various forms of retail outlets
C. whether the decision process was brand first/store second, store first/brand
second or simultaneous
D. the level of service provided by a retail outlet

Point-of-purchase displays generally have:
A. no influence on brand choice
B. modest influence on brand choice
C. high influence on brand choice
D. their major influence on product category sales

The attributes and components affecting an online store would include:
A. wide range of goods and services
B. lower prices
C. web page design and layout

6-34

Kylie is excited by new technology, has a home computer and pay TV, works
full-time, likes to spend time with her family, has a high monthly grocery
expenditure, likes to browse the Internet for hours and finds buying groceries
online appealing. She is a(n):
A. active shopper
B. modern responsible
C. time starved
D. Traditionalist

The effectiveness of sales personnel is influenced by the interaction(s) of the:
A. salesperson’s resources
B. nature of the customer’s buying task
C. customer-salesperson relationship

A stockout situation is:
A. caused when a store is temporarily out of a particular brand or product
B. caused by a failure to integrate place correctly into the retail channel
C. market demand being underestimated due to a failure to understand
consumer behaviour
D. B and C
6-35

Raechel’s House of Beauty, a hairdresser and beautician aimed at the sub-30
market, has the latest music playing, air-conditioning, comfortable lounges and
mocktails in the waiting area. These are all examples of:
A. store layout
B. store atmosphere
C. servicescape
D. Atmospherics

Purchases that are made as a result of the consumer seeing a product, which
acts as a reminder that they need it, are called:
A. impulse purchases
B. reminder purchases
C. unplanned purchase

The risks that consumers face when purchasing a product is classified as:
A. financial risk
B. social risk
C. performance and psychological

6-36

The likelihood and magnitude of postpurchase dissonance increases for all of
the following except:
A. the more irrevocable the decision
B. the more difficult it is to choose among alternatives
C. the more important the decision is
D. all of the given answers increase postpurchase dissonance

Which of the following is not an approach to reducing dissonance?
A. increase the desirability of the brand purchased
B. decrease the desirability of the rejected alternative
C. decrease the importance of the purchase decision
D. all of the given answers are approaches for reducing dissonance

Some, but not all, consumer purchases:
A. involve extensive postpurchase dissonance
B. do not involve postpurchase dissonance
C. involve postpurchase dissonance only if limited prepurchase alternative
evaluation was utilised
D. A and C

7-38

Most studies treat non-loyal repeat purchasers of a brand of the same as:
A. repeat customers
B. unibrand purchasers only
C. unibrand and multibrand purchasers
D. those loyal to another brand, and non-use purchasers

Relationship marketing has these key elements:
A. customisation and augmentation
B. developing a core service or product
C. pricing to encourage loyalty

Repeat purchase behaviour is frequently referred to as:
A. brand loyalty
B. relationship marketing
C. customer satisfaction
D. customer retention

7-39

Which one is NOT an element of relationship marketing:
A. developing a core product around which to build customer relationships
B. pricing in a manner that encourages loyalty
C. engaging in internal marketing in order to perform well for customers
D. all of the given answers are elements of relationship marketing

Which of the following are ways in which disposal decisions may influence
marketing strategy:
A. Disposal may be necessary before acquisition of a replacement for financial or
space reasons.
B. Socially conscious consumers may consider disposal alternatives as important
evaluative criteria in the purchase decision.
C. Environmentally sound disposal decisions benefit society as a whole.
D. All of the given answers influence marketing strategy.

If a consumer has a high-performance expectation for a product, and after use
performance is perceived as better than expected, this consumer will be:
A. nonsatisfied
B. dissatisfied
C. satisfied
D. unsatisfied
7-40

With respect to clothing, it has been found that:
A. dissatisfaction is caused by a failure of instrumental performance while
satisfaction requires both instrumental and symbolic performance at the
expected level
B. dissatisfaction is caused by a failure of symbolic performance while
satisfaction requires both instrumental and symbolic performance at the
expected level
C. dissatisfaction results if either symbolic or instrumental performance is
below expectation
D. satisfaction requires that either symbolic or instrumental performance
exceed expectations

Brand loyalty differs from repeat purchase behaviour in that brand loyalty:
A. involves at least 90 per cent of product category purchases with a single
brand
B. must exist over a minimum of 6 repurchase cycles
C. must not include any purchase of another brand when the primary brand is
available
D. implies a psychological commitment to the brand

7-41

The difference between repeat purchase behaviour and brand loyalty is
explained by the statements below EXCEPT:
A. repeat purchase often results in brand loyalty
B. brand loyalty implies a psychological commitment to the brand
C. repeat purchase may exist because there is only one brand in that
product category
D. brand loyalty is biased

Many consumers judge the performance of a clothing product on its
appearance over time. This is an example of:
A. instrumental performance
B. symbolic performance
C. satisfaction measurement

7-42

Perception is the activity that:
A. links the consumer to marketer, group and situation influences
B. translates data into information
C. converts stimuli into effect
D. relates external and internal influences

Which of the following is NOT a major step in information processing:
A. attention
B. interpretation
C. exposure
D. all of the given answers are steps in information processing
Answer: D

Exposure occurs when:
A. a stimulus comes within range of our sensory receptor nerves
B. the individual assigns some meaning to the stimulus
C. the individual can recall the stimulus
D. the individual becomes aware of the stimulus

8-44

Which of the following is not a stimulus factor that influences attention:
A. position
B. contrast
C. isolation
D. all of the given answers influence attention

If a target market is not interested in a product, the marketer should
consider:
A. using stimulus factors to ensure attention
B. blending the message with a topic of interest to the target market
C. using either celebrities or humour

Hemispheric lateralisation refers to:
A. transfers from long- to short-term memory
B. transfers from short- to long-term memory
C. information flow from the nervous system to the brain
D. different types of activities being controlled by each side of the brain

8-45

Which of the following is NOT a generalisation about how interpretation
occurs:
A: interpretation involves placing stimuli into existing categories of
meaning
B. stimuli are interpreted consistent with the individual's expectations
C. temporary characteristics of individuals affect their interpretations
D. all of the given answers are valid generalisations

When consumers interpret lower price to reflect lower quality, this is an
example of:
A. semantics
B. semiotics
C. anthropology
D. cognitive interpretation

Misinterpretation of television communications:
A. affects primarily the lower social strata
B. is more severe in program content than in commercials
C. is more severe in commercials than in program content
D. A and B
8-46

Subliminal perception involves:
A. responding to emotional feelings rather than objective stimuli
B. interpreting stimuli based on innate rather than learned factors
C. interpreting stimuli based on learned rather than innate factors

Which theory is used to explain and hypothesise that the core reason for
decline in the impact of television advertising is adjustment to the level
and type of stimuli to which we are accustomed:
A: selective retention theory
B. selective perception theory
C. adaptation level theory
D. adaptation overload theory

Tammy, a marketing student at uni, usually completes her assignment on
her laptop whilst watching TV, listening to her friends, taking phone calls,
and checking email and Facebook. Tammy might be experiencing:
A. information compression
B. adaptation level theory
C. information overload
D. none of the given answers 8-47

Two important personal variables affecting interpretation are:
A. learning and involvement
B. involvement and interpretation
C. learning and expectations

The two critical tasks that advertising and packaging must perform
are:
A. capture attention and convey meaning
B. capture attention and influence perception
C. convey meaning and influence perception
D. change perception and capture attention

8-48

Learning is:
A. any change in the content or organisation of long-term memory
B. the ability to recall a stimulus object
C. the ability to relate to stimulus objects
D. the link between stimuli and information processing

Memory is:
A. composed of two distinct physiological units, short- and long-term
memory
B. the ability to recall a stimulus object
C. limited to cognitive elements
D. composed of an active and an inactive component

Maintenance rehearsal involves:
A. expanding upon newly processed information with information from
retention
B. selectively removing information from retention
C. transferring information from current memory to retention

9-50

Elaborative activities involve:
A. transferring information from long-term memory to short-term
memory
B. selectively removing information from retention
C. transferring information from current memory to retention

Brands in the semantic memory for a consumer problem are
referred to as:
A. associated brands
B. semantic brands
C. recalled set
D. evoked set

Brand equity is:
A. the company's share of the market
B. the value attached to a brand above and beyond any specific
functional characteristic of the product
C. giving the same brand name to two different products
D. B and C
9-51

Low-involvement learning:
A. is probably the most common type of consumer learning
B. seldom occurs
C. does not differ noticeably from high-involvement learning
D. requires relatively high reward levels to be effective

High-involvement learning:
A. occurs primarily in response to television commercials
B. occurs when the individual is motivated to learn the material
C. is rare in consumer behaviour
D. is not very effective

Learning that occurs when an individual is highly motivated to learn the
material is known as:
A. deliberate learning
B. high-involvement learning
C. evoked learning
D. classical learning

9-52

Conditioning refers to learning:
A. based upon association of stimulus and response
B. under low-involvement conditions
C. under high-involvement conditions
D. using elaborative activities

The process of using an established relationship between a stimulus and
response to generate the same response to a different stimulus is
known as:
A. iconic conditioning
B. operant conditioning
C. instrumental conditioning
D. classical conditioning

The process of using a reinforcement to alter the probability that a
given behaviour will be repeated is known as:
A. classical conditioning
B. iconic rote learning
C. operant conditioning
D. cognitive learning
9-53

A manufacturer that introduces a new snack product by giving
numerous free samples is probably using:
A. classical conditioning
C. punishment conditioning
D. cognitive learning

Shaping involves:
A. encouraging (rewarding) partial responses leading to the final
desired response
B. structuring an overall advertisement to provide the desired
interpretation
C. modifying behaviour over time using classical conditioning
D. modifying behaviour over time using iconic rote learning

The cognitive approach to learning:
A. involves complex, creative problem solutions
B. encompasses all the mental activities of humans as they work to
solve problems or cope with situations
C. involves learning ideas, concepts, attitudes and facts
D: all of the given answers 9-54

Vicarious/modelling learning occurs in:
A. high-involvement situations
B. low-involvement situations
C. both high-involvement and low-involvement situations
D. reward-producing situations

Reinforcement is:
A. any positive response to behaviour
B. anything that increases the likelihood that a given response will be
repeated in the future
C. the result of repetition in a high-involvement situation
D. necessary for learning to occur

Repeating a message a given number of times over a short time period
rather than over a longer time period will produce:
A. no significant differences in the amount of learning
B. less rapid learning and forgetting
C. a low level of initial learning but one that will last longer

9-55

Perceptual mapping:
A. takes consumers’ perceptions of how similar brands or products are to each
other
B. alters consumers’ perceptions to fit the marketing strategy
C. relates consumers’ perceptions to product attributes
D. A and C only

Message involvement is important to marketers because
A. the more involved a consumer is with the message the more they will
process that message
B. the more involved a consumer is with the message the more likely they will
be to remember that message
C. this can change a consumer’s mood
D. A and B

You buy a new pair of jeans and the first day you wear them someone gives
you a compliment about how you look in them. This is an example of:
A. punishment
B. reinforcement
C. conditional learning

9-56

Which of the following is not an advantage of using emotional appeals in
advertisements:
A. emotional messages may be processed more thoroughly
B. emotional messages may be remembered better than neutral ads
C. emotional messages enhance the attention, attraction and maintenance
capabilities of advertisements
D. all of the given answers are advantages

Maslow's need hierarchy involves all the motives below except:
A. belongingness
B. physiological
C. self-actualisation
D. all of the given answers are part of Maslow's hierarchy

Projective techniques are particularly useful for measuring:
A. internal motives
B. external motives
C. latent motives
D. manifest motives
10-58

Which motivation research technique requires individuals to respond with
the first word that comes to mind:
A. construction
B. projection
C. association
D. sentence completion

According to the textbook, the liking/disliking aspect of a specific feeling
is a(n):
A. motive
B. affect
C. need
D. emotion

A latent motive is:
A. a social motive
B. a non-social motive
C. the highest level of Maslow's hierarchy
10-59

A substantial amount of brand switching when the current brand is
satisfactory may be explained by the ________________ motive:
A. self-expression
B. reinforcement
C. need for novelty
D. affiliation

A consumer having difficulty choosing between a weekend holiday and
a compact disc player is experiencing:
A. approach-avoidance conflict
B. approach-approach conflict
C. avoidance-avoidance conflict
D. alternative allocation conflict

Individual personality theories are based, in part, on the assumption
that:
A. situations are the primary determinant of behaviour
B. individuals respond primarily to internal motives
C. motivation does not direct behaviour
10-60

Social learning theories of personality are based, in part, on the
assumption that:
A. the environment is the primary determinant of behaviour
B. all individuals have internal characteristics or traits
C. motivation does not direct behaviour
D. situations do not influence individual behaviour patterns

Consumers who continue to purchase a particular product because it
has worked well in the past may be influenced by the _______________
need:
A. modelling
B. consistency
C. reinforcement
D. self-expression

A theory of emotion holds that:
A. physiological responses occur after internal processes
B. emotion precedes physiological response
C. there is no relation between emotion and physiological response
D. physiological response accompanies emotion
10-61

A consumer who is worried about gaining weight but finds it hard to
give up their snack habit is faced with sort of problem:
A. approach-avoidance motivational conflict
B. avoidance-avoidance motivational conflict
C. approach-approach motivational conflict

Extroversion, instability, agreeableness, openness to experience and
conscientious are all part of:
A. multi-trait theory
B. five factor model of personality
C. social learning theory
D. brand personality

Holden Motor Vehicles likes to be seen as modern, value priced, sleek
and Australian cars. This is an example of:
A. brand personality
B. brand image
C. brand recall
D. A and B
10-62

A person saying that they want a coffee or the day will only get worse
is an example of:
A. manifest motive
B. latent motive
C. consumption motive
Answer: A

Nike’s slogan of ‘Just Do It’ is an example of:
A. affective preservation motive
B. cognitive growth motive
C. attribution theory
D. internal attribution theory

10-63

Chapter Eleven

11-64

An individual's attitude toward a particular product might not correspond
logically with a particular instance of behaviour toward that object because:
A. behaviours require motives or needs as well as attitudes
B. translating attitudes into actions requires ability
C. purchases involve trade-offs across attitudes

Which of the following may reduce attitude component consistency:
A. general measures of attitude that do not predict situation-specific purchases
B. inability to acquire the attitude object
C. joint decision-making that may produce compromise purchases

Using the ideal point multi-attribute attitude models presented in the text, the
lower a computed attitude score, the ____________ the attitude:
A. more favourable
B. more neutral
C. more unfavourable
D. more uncertain

11-65

The larger the attitude score (using the ideal point multi-attribute attitude
models presented in the text), the ____________ the attitude:
A. more favourable
B. more neutral
C. less favourable
D. more crystallised

The fact that advertising may alter affect directly and, by altering affect,
indirectly alter purchase behaviour without first changing beliefs implies
that:
A. repetition is critical for affect-based campaigns
B. classical conditioning principles should guide such campaigns
C. traditional measures of advertising effectiveness are inappropriate for
affect-based campaigns

Which of the following is a basic strategy for altering the cognitive structure
of a consumer's attitude:
A. change the belief(s) about the attributes of the brand
B. change the relative importance of the beliefs
C. add new beliefs
D. all of the given answers are basic strategies
11-66

Which of the following is NOT a basic strategy for altering the cognitive
structure of a consumer's attitude:
A. change the belief(s) about the attributes of the brand
B. change the underlying motivation
C. add beliefs
D. change the belief(s) about the attributes of the ideal brand

Benefit segmentation is different to lifestyle segmentation because it
involves grouping consumers in segments on the basis of:
A. similar affective ratings
B. similar perceptions/beliefs of performance on specific attributes
C. similar behavioural components

A theory that explains how attitudes are formed and changed under varying
conditions of involvement is the:
A. multi-attribute model
B. elaboration likelihood model
C. ideal point model
D. central and peripheral model

11-67

Source credibility is a function of:
A. cognitive and affective components
C. trustworthiness and expertise
D. subject receptiveness

Under some conditions, the discounting of the message caused by a non-
credible source dissipates over time and the message produces attitude
changes similar to one delivered by a credible source. This is known as:
A. delayed attitude change
B. the source credibility effect
C. the sleeper effect
D. source-time interaction

Emotional advertisements may enhance attitude formation or attitude
change by increasing:
A. ad memorability
B. product liking
C. the ad's ability to attract and maintain attention

11-68

For fear appeals to be effective:
A. the level of fear must be very low
B. the level of fear must be extremely high
C. a highly credible source should be used
D. fear appeals are almost never effective

Celebrity sources may enhance attitude change due to the fact that:
A. they may be viewed as more credible than non-celebrities
B. consumers may associate known characteristics of the celebrity with
attributes of the product which coincide with their own needs or desires
C. celebrities may attract more attention to the advertisement than would
non-celebrities

Honest Sumit, an Indian electronics retailer, uses soccer star Harry Kewell
and music by U2 in an ad for his products. This ad targets the affective
component of consumers through what theory:
A. affective learning
B. behavioural learning
C. emotional conditioning
D. classical conditioning
11-69

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