consumer behavior

There are 20 multiple choice questions (3 points each) and two essay questions (20 points each).

Use the answer sheet below to respond to the multiple choice questions.

Answer Sheet
Question Answer
Number Letter

Multiple choice questions

1. Insurance purchases, which require consumers to meet with different agents to collect information about individual policies, are best

thought of as an example of
a. subjective knowledge affecting the ability to process information.
b. information format affecting the opportunity to process information.
c. the objective knowledge affecting the ability to process information.
d. perceived risk affecting involvement.
e. objective criteria affecting the perception of brands.

2. A consumer compares Apple and Compaq and finds that they tie on the most important attribute of “fun.” She then moves on to graphics

and selects Apple because it is ranked higher. This is an example of a(n) ____ model.
a. subjunctive
b. ordered
c. conjunctive
d. importance
e. lexicographic

3. A recent ad portrayed a customer switching his video store membership as if it were the breakup of a relationship. This attempt at

humor is likely to
a. decrease motivation.
b. increase counterarguing.
c. increase source derogations.
d. increase attention.
e. decrease the use of peripheral cues.

4. Suppose you purchased an automobile that was a lemon. It required constant repair. This experience may still color your judgment of the

quality of the brand even though the brand has few breakdowns today. This is an example of how ____ is more likely to be recalled and thus,

influence judgments.
a. representative knowledge
b. base-rate information
c. accessible information
d. attribute-based linkage
e. affective habit

5Brand-based compensatory models are helpful at providing guidance to marketers about all of the following except
a. which product or service might be below a cutoff and thus be rejected frequently by customers.
b. identifying which alternatives may be chosen.
c. which outcomes associated with the product need to be reinforced.
d. identifying which alternatives may be rejected.
e. which outcomes associated with the product need to be changed.

6. Kimberly was really excited and happy about her purchase of a Rainbow Vacuum Cleaner. She couldn’t wait until her husband came home to

see the living room carpet and show him the dirt she was able to extract from the carpet. Kimberly felt so proud of her purchase because it

represented her ability to take care of her family. This is best thought of as an example of
a. cognitive involvement.
b. affective involvement.
c. cognitive agitation.
d. affective elaboration.
e. elaborative cognition.

7. Tara sees an ad for quick weight loss. She has been thinking about losing some weight before her cousin’s birthday party. Some research

indicates that she may want to believe the ad because she wants it to be true, so she convinces herself that the product will work. This

type of information processing is called
a. motivated reasoning.
b. felt involvement.
c. image-based reasoning.
d. enduring involvement.
e. fad reasoning.

8. When people think of “fast food with good value,” they think of burger chains such as McDonald’s or Wendy’s. This is best thought of as

an example of ____ increasing recall.
a. affect
b. a goal
c. an attitude
d. a salient attribute
e. a support argument

9. Although we might have separate schemas for Coke, Pepsi, Diet Coke, and so on, these schemas might be clustered in one category because

they are all soft drinks. This is an example of a(n)
a. taxonomic category.
b. object script.
c. product schema.
d. object schema.
e. category script.

10. Sally was leading a project to put billboards by the side of the highway that would advertise the logo for a new brand of soda. She

believed that drivers might not stop to read the information directly, but that the information would make some impact. This impact would

be through
a. recall.
b. retrieval.
c. preattentive processing.
d. postattentive processing.
e. lateral retrieval.

11. You know that when you enter a fancy, expensive restaurant that you wait to be seated, speak in a quiet voice, and leave a tip. These

are all parts of your ____ for fine dining.
a. schema
b. brand image
c. salient behavior
d. script
e. graded structure

12. Advertising can play a central role in influencing performance evaluations by
a. setting up expectations of reinforcement.
b. increasing the number of source derogations for a brand.
c. increasing the processing of positive cognitions about the product.
d. aiding in the retrieval of overall brand evaluations for decision making.
e. increasing the number of support arguments for a brand.

13. What is the best way to attract the brand loyal customers of a competing brand?
a. discount coupons
b. special promotions such as contests and sweepstakes
c. a frequency program where every 12th item purchased is free
d. shaping
e. It is usually better to avoid marketing to these consumers as they are already strongly committed to the competitor’s brand.

14. David was reluctant to spend his $20 bill on a coffee. However, once he made another necessary purchase with that $20, he quickly

bought a coffee with his change. David’s initial reluctance was probably due to the perceptual organizational principle of
a. closure.
b. figure and ground.
c. grouping.
d. bias for the whole.
e. subliminal perception.

15. When a consumer has limited MAO to process marketing communications, he/she will still form attitudes through the
a. central route to persuasion.
b. peripheral route to persuasion.
c. inferential route to persuasion.
d. myopic inferences.
e. subliminal persuasion.

16. For many years Excedrin has developed marketing communications that stress how effective it is as a headache medicine. What type of

marketing strategy is Excedrin using?
a. co-branding
b. product placement
c. product positioning
d. brand extension
e. perceptual mapping

17. According to the ____, a marketing communication such as an ad discouraging consumers from drinking and driving, that depicts a fatal

consequence of the behavior may be ineffective at changing consumers’ attitudes or behavior.
a. Cognitive Response Theory
b. Theory of Reasoned Action
c. Theory of Planned Behavior
d. Terror Management Theory
e. Elaboration Likelihood Model

18. Disposable cameras were a flop at first. Consumers doubted that they could take good pictures. When disposable cameras were

repositioned “for those who forgot their camera on vacation” or “for those who do not want to ruin their expensive camera on the beach or

slopes” sales increased. This could be best thought of as a successful example of marketers understanding
a. how consumers dispose of cameras.
b. why consumers acquire cameras.
c. media marketing techniques.
d. the limits of disposable optical engineering.
e. the information search process.

19. Burger King used songs from the 60s and 70s in their ads to evoke a positive response in baby boomer consumers. The music could act as

a(n) ____ in classical conditioning to create a good feeling toward Burger King.
a. conditioned stimulus
b. unconditioned stimulus
c. conditioned response
d. unconditioned response
e. positive reinforcement

20. David was very involved with watching the World Series, therefore when an ad for the Toyota Camry aired during the game, that likely

____ to the ad.
a. generated fewer cognitive responses
b. generated more counterarguments and fewer support arguments
c. generated more support arguments and counterarguments
d. generated more source derogations
e. generated more support arguments and fewer counterarguments.

Essay questions

21. Elizabeth is developing marketing strategy for a brand of men’s clothing. Before she develops her strategy, Elizabeth will conduct

research to better understand her customers. Describe some of the key factors related to consumer behavior that she should consider in her

research. Explain why these concepts are relevant. (20 points)

22. Phillip is the brand manager for a brand of paper towels and knows that consumers’ involvement with this product is low. Name and

describe three approaches he might use that are appropriate for this situation. For each approach provide an example of how Phillip can

use it influence consumers to purchase his brand. (20 points)

Please submit only a WORD file.


Criterion 1: Overall, does the question response successfully answer the question that is asked? Does the response cover the appropriate

content in-depth, and completely, without being redundant?

Criterion 2: Does the response demonstrate a clear and thorough understanding of the course materials covered thus far, as applicable? Is

the author able to use course concepts to elucidate nuances?

Criterion 3: Does the response present insight into the question asked, reflecting a depth of thought and consideration? Even if personal

narrative is used or a personal position is advocated, does the response use objectivity, scholarship, and reason to make its points,

rather than simply author biases?

Criterion 4: Is the response logical and well-argued? Is there a theoretical and/or objective basis or framework for the author’s

approach? Are the claims clear, evidence well-articulated, and warrants obvious?

Criterion 5: Overall Writing Quality:
a. The paper flows from general ideas to specific conclusions and/or vice-versa. All sections follow a logical order. Transitions tie

together sections as well as individual paragraphs.
b. Ideas are clear, original, and focused. Main idea stands along with details.
c. Sufficient information included. Information clearly relates to the main thesis. It includes several supporting details and/or

d. Provides a clear and compelling thesis
e. Sentences clearly relate to the paragraph’s main idea
f. Paragraphs clearly and effectively relate to and support the thesis.
g. Writer provides examples and quotes that answer the reader’s questions and add depth to the writer’s ideas.
h. The writing/language is clear and concise.
i. There are no (or very few) mistakes in grammar, spelling, and/or punctuation.
j. The writing does not ramble.
k. There are few-to-no errors in APA style.