Chapter 2 Multiple-Choice Questions

. Which of the following processes is not fundamental in explaining how consumers think and learn about products and brands?

Cognition.

Perception.

Learning.

Personality.

. The process of screening meaningful from non-meaningful information is known as ____________

picking

proposition evaluation.

routine.

selective exposure

. To reduce cognitive dissonance post-purchase a consumer can act in a number of ways. These include:

Selectively forgetting information.

Minimizing the importance of an issue, decision, or act.

Reversing a purchase decision; for instance, by taking a product back or selling it.

All of the above options are correct.

. With respect to consumer behaviour, one's friends and relatives could be considered a/an:

impersonal influence.

reference group influence.

perceptual influence.

institutional influences.

. Which of the following is not part of the consumer proposition acquisition process?

Motive development.

Information gathering.

Proposition evaluation.

Perception.

. ___________ is when we are not entirely happy with our purchase after buying it and we are motivated to re-evaluate our beliefs and opinions about the purchase.

Cognitive dissonance.

post-purchase analysis.

evaluative dissonance.

affective distress.

. Research by marketing agency Razorfish, which of the following is not identified as the three categories of influencer at different stages of the proposition acquisition process?

social influencers

key influencers

known peer influencers

reference influencers

. Which of the following can be described as an affective mental state?

Attitudes.

Opinions.

Values.

Conative.

. _______________can be defined as the aspect of our psyche that determines the way in which we respond to our environment in a relatively stable way over time.

Perception

Personality

Learning

Memory

. _______________are those groups 'that the individual tends to use as an anchor point for evaluating his/her own beliefs and attitudes' (AMA,2009).

reference groups.

consumer groups.

social groups.

customer groups.

. According to Maslow's Hierarchy of Needs theory, the need for fulfilment, for realizing one's own potential, and for fully using one's talents and capabilities are examples of __________ needs.

self-actualization

physiological

social

esteem

. A person who is in the position of attempting to satisfy their needs at the most basic level is operating at the level of Maslow's needs hierarchy called the need for:

self-actualization.

esteem.

physiological needs.

belongingness.

. _____________ is a group of goods, brands, or services recalled during decision making from which a consumer makes their decision of which product, brand, or service to buy.

a product group.

an evoked set.

a brand group.

a satisfied set.

. Opinions can be referred to as cognitive and:

are a measure of the emotional content of the opinion.

deal with the aesthetic content of the opinion.

refer to the individual's knowledge and information about an object or concept.

measure the speed with which one learns about others' opinions.

. Jingles are often used in advertising. For example, Go Compare's opera singer, Gio Compario. What learning theory is this example of?

Social learning.

Operant conditioning.

Classical conditioning

Social conditioning.

. Which of the following is an example of picking decision making?

Buying a latte from Starbucks every morning on the way to work.

Buying your favourite brand of shampoo in your fortnightly grocery shop.

Setting up a mortgage account with a new bank.

Running to the shop every Sunday to purchase the Sunday papers.

. Post-purchase re-evaluation of the consumer proposition acquisition process attempts to measure the degree of:

selling success experienced by the vendor.

consumer satisfaction with the purchase.

follow-up effectiveness of the firm.

advertising influence on the purchase.

. Which of the following consumer buying behaviours requires the least effort?

High involvement buying situation.

New buying situation.

Routine buying.

Impulsive buying.

. When analysing consumer lifecycles, marketers look at consumers in differing stages of their life. Many models upon which these are based were developed in the 1960s. Since then a lot has changed in 'consumer lifecycles'. Which emerging trends should marketers take into consideration?

Fewer people are getting married.

People getting married at a later age.

More couples co-habiting.

All of the above.

. The process that creates changes in behaviour is called:

selective adaptation.

learning.

involvement manipulation.

attitude adjustment.