Consumer Behavior
Exam Solutions
Course Introduction
Consumer Behavior explores the psychological, social, and cultural factors that influence individuals purchasing decisions and consumption patterns. Students examine how perception, motivation, learning, and attitudes shape consumer choices, as well as the impact of group dynamics, family, and cultural trends. The course also covers the stages of the buying process, from problem recognition to post-purchase evaluation, and applies this understanding to marketing strategies, product positioning, and effective communication. Through case studies and practical examples, students gain insights into predicting consumer trends and developing targeted marketing campaigns.
Recommended Textbook
Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition
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23 Chapters
2562 Verified Questions
2562 Flashcards
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Chapter 1: An Overview of Integrated Marketing Communications
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101 Verified Questions
101 Flashcards
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Sample Questions
Q1) The various types of brand-level marcom decisions include fundamental decisions and implementation decisions.
A)True
B)False
Answer: True
Q2) For a given level of expenditure,there is no way of determining the mathematical optimum allocation between advertising and promotion because _____.
A) advertising and promotions are somewhat interchangeable
B) advertising and promotions produce a synergistic effect
C) advertising is appropriate for early stages of the product life cycle, and promotion is more appropriate during later stages
D) they are somewhat interchangeable and produce a synergistic effect
E) None of these are correct.
Answer: D
Q3) The IMC approach uses the "inside-out" approach in identifying communication vehicles.
A)True
B)False
Answer: False
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Chapter 2: Enhancing Brand Equity and Accountability
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) Revenue premium is defined as the revenue differential between a branded item and a corresponding private labeled brand.
A)True
B)False
Answer: True
Q2) Which of the following statements is true regarding brand awareness?
A) Only consumer-oriented (B2C) firms must be concerned with building brand awareness.
B) Most consumers are able to retrieve a brand name from memory without any reminders.
C) There are two levels of brand awareness: primary and secondary.
D) Brand recall reflects a relatively superficial level of awareness, whereas brand recognition indicates a deeper form of awareness.
E) Although building brand awareness is a necessary step toward brand equity enhancement, it is insufficient.
Answer: E
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4
Chapter 3: Brand Adoption, Brand Naming, and Intellectual
Property Issues
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98 Verified Questions
98 Flashcards
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Sample Questions
Q1) Trialability is the degree to which the product user or other people can observe the possible effects of new product usage.
A)True
B)False
Answer: False
Q2) Repeat purchasing is a function of advertising,coupons,distribution,and product satisfaction.
A)True
B)False
Answer: False
Q3) Kellogg lost the exclusive rights to their cereal name,Shredded Wheat,because the name was used to refer to all cereal made of shredded wheat.This is called _____.
A) genericness
B) resonance
C) counterfeiting
D) brand awareness
E) disparagement
Answer: A
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Chapter 4: Environmental, Regulatory, and Ethical Issues
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) For subconscious priming to be effective,the primed topic must be compatible with the individual's current need states.
A)True
B)False
Q2) Companies have made a number of legitimate responses to environmental problems.They have been motivated for reasons such as achieving regulatory compliance,gaining competitive advantage,and _____.
A) being socially responsible
B) being profit motivated
C) being customer conscious
D) being image conscious
E) None of these are correct.
Q3) Name and describe three tests marcom professionals can apply to deal with ethical dilemmas.
Q4) Discuss the costs and benefits of regulation and who pays for or receives each,respectively.When is regulation justified?
Q5) Corrective advertising is designed to punish a firm for deceiving consumers. A)True
B)False
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Chapter 5: Segmentation, Targeting, and Positioning
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145 Verified Questions
145 Flashcards
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Sample Questions
Q1) Teenagers want to be "marketed to," even if irrelevant information is communicated to them.
A)True
B)False
Q2) In the PRIZMNE segmentation system,Suburban Pioneers is the group that represents those households at the middle of the U.S.'s socioeconomic ladder.
A)True
B)False
Q3) Which VALS group is the most likely to buy hand tools?
A) Innovators
B) Thinkers
C) Believers
D) Makers
E) Survivors
Q4) The best predictor of one's future behavior is his or her past behavior.
A)True
B)False
Q5) The Believers is the VALS?? group that is least likely to do gourmet cooking.
A)True
B)False
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Chapter 6: The Communication Process and Consumer Behavior
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92 Verified Questions
92 Flashcards
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Sample Questions
Q1) The word communication is derived from the Latin word communis,which means "communion."
A)True
B)False
Q2) Give three examples of similes,metaphors,and allegories that are used by marketers.Evaluate them.
Q3) Georgetown's advertising agency performed a copy test to evaluate a Georgetown magazine.They learned that three out of five hospital purchasing agents who saw the ad actually purchased the product.This favorable sales response illustrates _____.
A) effective decoding
B) absence of noise
C) effective channeling
D) positive feedback
E) negative feedback
Q4) With the affect referral strategy,the individual simply calls from memory his or her attitude toward relevant alternatives and picks that alternative for which the affect is most positive.
A)True
B)False
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Chapter 7: The Role of Persuasion in Integrated Marketing Communications
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) Explain why physical attractiveness and similarity are important.
Q2) An example of a peripheral cue would be _____.
A) background music in a television commercial
B) scenery in a television commercial
C) a salesperson's accent
D) a salesperson's physical appearance
E) All of these are correct.
Q3) Attitudes are hypothetical constructs.
A)True
B)False
Q4) Habituation occurs when a stimulus becomes more familiar to people.
A)True
B)False
Q5) Attitudes _____.
A) can be observed
B) are inherited
C) are relatively enduring
D) do not influence behavior
E) All of these are correct.
Q6) Explain the significance of the theory of psychological reactance. Page 9
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Page 10
Chapter 8: Objective Setting and Budgeting
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) The first step of the objective-and-task method is _____.
A) assessing the communications functions
B) establishing specific marketing objectives that need to be accomplished
C) determining advertising's role in the total communication mix
D) establishing specific advertising goals in terms of the levels of measurable communication response required to achieve marketing objectives
E) establish the budget based on estimates of expenditures required to accomplish the advertising goals
Q2) Because individual consumers inevitably will be at different levels of the hierarchy of effects,marcom objectives should be based on the lowest level where any consumers are located.
A)True
B)False
Q3) The traditional view states that marcom objectives should be stated in terms of sales and market share.
A)True
B)False
Q4) Explain the sales-to-advertising response function and why it is rarely used to determine marcom budgets.
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Chapter 9: Overview of Advertising Management
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121 Verified Questions
121 Flashcards
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Sample Questions
Q1) In the past,what was the standard media commission paid to advertising agencies?
A) 5 percent
B) 10 percent
C) 15 percent
D) 20 percent
E) 25 percent
Q2) An advertisement that is designed to encourage you to buy Nike shoes is attempting to stimulate _____ demand.
A) inelastic
B) elastic
C) secondary
D) primary
E) joint
Q3) Historically,advertising agencies charged a standard commission of 20 percent of the gross amount of media billings.
A)True
B)False
Q4) Outcome-based programs represent the oldest approach to agency compensation.
A)True
B)False
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Chapter 10: Effective and Creative Ad Messages
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97 Verified Questions
97 Flashcards
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Sample Questions
Q1) The generic creative style is most appropriate for a company that _____.
A) has a lower price than their major competitor
B) has a higher price than their major competitor
C) dominates a product category
D) has a major competitive advantage over their major competitors
E) sells a high percentage of their products to foreign markets
Q2) In which creative style does an advertiser make a superiority claim based on a unique product attribute that represents a meaningful,distinctive consumer benefit?
A) unique selling proposition
B) brand image
C) resonance
D) emotional
E) generic
Q3) The generic and preemptive creative strategies are _____ strategies.
A) functionally-oriented
B) symbolically-oriented
C) experientially-oriented
D) category-dominance
E) category-oriented
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Page 13
Chapter 11: Endorsers and Message Appeals in Advertising
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129 Verified Questions
129 Flashcards
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Sample Questions
Q1) Which communication function do many advertising practitioners and scholars think music performs?
A) attracting attention
B) putting consumers in a positive mood
C) making consumers more receptive to message arguments
D) communicating meanings about advertised products
E) All of these are correct.
Q2) An endorser who is perceived as an expert on a given subject is more persuasive in changing audience opinions pertaining to his or her area of expertise than an endorser who is not perceived as possessing the same characteristic.
A)True
B)False
Q3) Comparative advertising _____.
A) is less effective than non-comparative ads in enhancing brand name recall
B) is perceived as somewhat more believable than non-comparative advertising
C) generates more purchases than noncomparative ads
D) generates less favorable attitudes toward the sponsoring brand
E) All of these are correct.
Q4) Under what conditions should comparative advertising be used?
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Chapter 12: Traditional Advertising Media
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) An advertiser who is interested in advertising in a specific magazine would want to obtain a(n)_____ to learn about the demographic and lifestyle profiles of the readers.
A) media kit
B) profile sheet
C) advertising listing
D) structure statement
E) influence report
Q2) When an ad appears in any location,on any page,at the discretion of the newspaper,this is known as _____.
A) run of press (ROP)
B) open placing
C) discretionary placement
D) run of paper (ROP)
E) standard advertising placement (SAP)
Q3) The National Advertising Bureau has made great strides toward facilitating the purchase of radio time by national advertisers.
A)True
B)False
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Chapter 13: Online and Mobile Advertising
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) Integration and interactivity are key features of the Internet and of advertising in this medium.
A)True
B)False
Q2) _____ advertising enables the user to control the amount or rate of information that he or she wishes to acquire from a commercial message.
A) Interactive
B) Multi-media
C) CD-ROM
D) Video
E) DVD
Q3) The problem with keyword-matching advertising is that advertisers cannot specify the country where ads are to be sponsored and particular local areas to where ads are to be targeted.
A)True
B)False
Q4) Google AdSense is based on behavioral targeting online using cookies.
A)True
B)False
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Chapter 14: Social Media
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88 Verified Questions
88 Flashcards
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Sample Questions
Q1) The average user on Facebook has 1,030 friends.
A)True
B)False
Q2) Digg is an example of a social media brand in the _____ category.
A) collaboration
B) communication
C) multimedia
D) entertainment
E) friending
Q3) According to the text,the scale of some social networking sites like Facebook allows advertisers to reach extremely large audiences.
A)True
B)False
Q4) China has its own version of LinkedIn called _____.
A) LinkedInChina
B) Ushi
C) Bebo
D) CyWorld
E) Youku
Q5) Identify three advantages and three disadvantages of social media.
Page 17
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Chapter 15: Direct Marketing and Other Media
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) Explain what is meant by it is "a lot better to talk to twenty prospects than two million suspects" in reference to direct mail advertising.
Q2) Describe who uses the Yellow Pages and why they use them,and explain how the yellow pages differ from other advertising media.
Q3) Data miners look for revealing relations among the variables contained in the a database.
A)True
B)False
Q4) A distinguishing feature of yellow page advertising is that there are _____.
A) clear-cut limits on possible creative executions
B) limitless possible creative executions
C) only full color ads
D) only black on yellow ads
E) flexible purchasing plans
Q5) Compared with other media,direct mail is much less wasteful and will usually produce the highest percentage of responses.
A)True
B)False
Q6) Explain why data mining is an important activity for marketers.
Page 18
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Chapter 16: Advertising Media: Planning and Analysis
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) In a _____ advertising schedule,an equal or relatively equal amount of advertising dollars are invested throughout the campaign.
A) continuous
B) pulsing
C) plotted
D) dated
E) flighting
Q2) Given that there is a window of advertising opportunity,advertising's job is to influence the purchase,and recency planning's job is to place the message in that window.
A)True
B)False
Q3) Effective reach planning generally leads to using _____ rather than depending exclusively on television,which is often the strategy when using the GRP metric.
A) sales promotion
B) multiple media
C) several vehicles
D) Internet advertising
E) word-of-mouth
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Page 19
Chapter 17: Measuring Ad Message Effectiveness
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107 Verified Questions
107 Flashcards
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Sample Questions
Q1) Gallup & Robinson provides recall testing of advertisements placed in televised media.
A)True
B)False
Q2) Two general forms of ad research are _____.
A) primary and secondary
B) qualitative and quantitative
C) media effectiveness and message effectiveness
D) recall and recognition
E) message research and copytesting
Q3) The key issue in the research on the predictive ability of ComScore ARS' Share of Choice scores was whether these scores accurately predict the magnitude of _____ gain (or loss)following advertising.
A) share-of-voice
B) market-share
C) return on investment
D) audience
E) consumer awareness
Q4) Compare and contrast qualitative and quantitative message research.
Q5) List the nine PACT principles.
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Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
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149 Verified Questions
149 Flashcards
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Sample Questions
Q1) An objective of trade allowances is to increase consumers' purchases of the manufacturer's brand from retailers.
A)True
B)False
Q2) Sales promotion can be used to offset competitors' advertising and sales-promotion efforts.
A)True
B)False
Q3) Which of the following channel member benefits the least from a scan-verified trade promotion?
A) manufacturer
B) retailer
C) consumer
D) wholesaler
E) broker
Q4) Retailers tend to prefer pay-for-performance programs more so than do manufacturers.
A)True
B)False
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Q5) Explain forward buying and diverting.Who benefits or loses from these practices?
Chapter 19: Consumer Sales Promotion: Sampling and Couponing
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116 Verified Questions
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Sample Questions
Q1) In-store sampling often fails to reach sufficient numbers of consumers to justify its expense.
A)True
B)False
Q2) Which type of consumer-oriented promotion is appropriate for reinforcing a brand's image while delivering an immediate reward?
A) sampling
B) scanner-delivered coupons
C) continuity programs
D) sweepstakes and contests
E) None of these are correct.
Q3) Consumer promotions are capable of achieving which of the following sales-influencing objective?
A) gaining trade support for inventorying increased quantities of a brand
B) entering new markets with established brands
C) promoting trial among consumers
D) enhancing a brand's image
E) All of these are correct.
Q4) Explain how to calculate the return on investment for a sampling investment.
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Q5) Describe the coupon redemption process and how misredemption can occur.
Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) Retailers do not like when manufacturers use near-pack premiums.
A)True
B)False
Q2) On strength of promotions is that results can be measured to assess the success of a promotional program.Name and describe the five characteristics by which completed promotion programs can be judged.
Q3) Which type of premiums require the consumer to mail in a stipulated number of proofs of purchase along with sufficient money to cover the manufacturer's purchasing,handling,and mailing costs of the premium item?
A) free-with-purchase premium
B) mail-in offer
C) self-liquidating offer
D) add-on premium
E) contingency premium
Q4) The issue surrounding evaluating promotions is whether or not to even evaluate promotions.
A)True
B)False
Q5) Compare and contrast price-off promotions and bonus packs.
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Chapter 21: Public Relations,Word-of-Mouth Influence,and Sponsorships
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127 Verified Questions
127 Flashcards
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Sample Questions
Q1) Betty's Garden was a successful restaurant until rumors spread about a bug infestation of its food.To combat the rumors,Betty arranged a dinner and invited the food editors of local newspapers to visit the restaurant and evaluate the cuisine and service.Later,she volunteered several recipes for publication in the "Home and Gourmet Cooking" sections of the local newspapers.We might specifically characterize these actions as _____.
A) proactive marketing public relations
B) cause-related marketing public relations
C) image engineering
D) reactive marketing public relations
E) sponsorship
Q2) Cybill Shepherd was a spokesperson for the "Beef is Good Food" advertising campaign until a reputable magazine published an interview with Shepherd in which she admitted never eating red meat.From the Beef Board's perspective,Shepherd's magazine interview was _____.
A) reactive PR
B) a conspiracy rumor
C) negative publicity
D) a contamination rumor
E) positive publicity
Page 24
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Chapter 22: Packaging, Point-of-Purchase Communications, and Signage
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146 Verified Questions
146 Flashcards
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Sample Questions
Q1) A major strength of billboard advertising is its broad reach and high frequency levels. A)True
B)False
Q2) Packages with unusual shapes are perceived as containing smaller quantities of contents compared to more conventional packages.
A)True
B)False
Q3) Billboard advertising provides an excellent opportunity to reach consumers as a last reminder before purchasing.This is why _____ are among the heaviest billboard users.
A) business-to-business firms
B) computer manufacturers
C) grocery stores
D) restaurants
E) hi-tech firms
Q4) Name and describe the VIEW model for evaluating a package and apply it to a real world package that you think could be improved.
Q5) Name and describe the four categories of POP materials.
Page 25
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Chapter 23: Personal Selling
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Sample Questions
Q1) Which type of question used during the sales presentation phase asks about difficulties and challenges the prospect may be experiencing?
A) situation questions
B) problem questions
C) implication questions
D) need-payoff questions
E) financing questions
Q2) The contingency model of salesperson effectiveness explains that the effectiveness of selling behaviors can be explained by all of the following except _____.
A) characteristics of the salesperson-customer relationship
B) salesperson resources
C) customer's buying task
D) SPIN method use
E) selling behaviors
Q3) The SPIN method is about the relative position of dominance,deference,or equality that buyers and sellers put themselves in as a result of dialog between the two.
A)True
B)False
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