Consumer Behavior Practice Exam
Course Introduction
Consumer Behavior explores the psychological, social, and cultural factors that influence the buying decisions of individuals and groups. The course examines the processes by which consumers recognize needs, gather information, evaluate alternatives, and make purchasing choices. Topics include perception, motivation, learning, attitude formation, group dynamics, and the impact of marketing strategies on consumer decision-making. Through case studies and real-world applications, students will gain critical insights into market research, segmentation, and the development of effective marketing strategies tailored to diverse consumer segments.
Recommended Textbook
CB 8th Edition by Babin
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Page 2
Chapter 1: What is CB and Why Should I Care?
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Sample Questions
Q1) Describe the two common interpretative orientations in the study of consumer behavior (CB).
Answer: Answers will vary. Two common interpretative orientations are phenomenology and ethnography. Phenomenology represents the study of consumption as a "lived experience." The phenomenological researcher relies on casual interviews with consumers from whom the researcher has won confidence and trust. This may be supplemented with various other ways that the consumer can tell a story. Ethnography has roots in anthropology and often involves analyzing the artifacts associated with consumption. An ethnographer may decide to go through trash or ask to see the inside of a consumer's refrigerator in an effort to learn about the consumer.
Q2) Which of the following is an example of the kind of information that is included in big data?
A) Focus group interviews
B) Case analyses
C) Survey responses
D) Clinical interviews
Answer: C
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3
Chapter 2: Value and the Consumer Behavior Framework
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Sample Questions
Q1) The "zero moment of truth" is the point when:
A) an organization accepts the failure of a product in the market.
B) a consumer realizes that a product has failed to live up to expectations.
C) the demand for a newly introduced product exceeds the production capacity of a company.
D) a passive shopper becomes an active shopper and actively seeks out exchange alternatives.
Answer: D
Q2) Amy is a member of the readers' club in her school. Before she buys any new book, she checks what is popular with the others in her club. In the context of Consumer Value Framework (CVF), Amy's readers' club is a part of her _____ that influences Amy's reading experiences.
A) value network
B) social environment
C) internal environment
D) integrated network
Answer: B
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Chapter 3: Consumer Learning Starts Here: Perception
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Sample Questions
Q1) Selective distortion is a process by which:
A) a stimulus does not share enough in common with existing categories to allow categorization.
B) a stimulus shares some, but not all, of the characteristics that would lead it to fit neatly in an existing category.
C) consumers readily recognize a piece of information by its characteristics and identify it as belonging to a specific category.
D) consumers interpret information in ways that are biased by their previously held beliefs.
Answer: D
Q2) _____ occurs when behavior is modified through a consumer-stimulus interaction without any effortful allocation of cognitive processing capacity toward that stimulus.
A) Classical conditioning
B) Unintentional learning
C) Just noticeable difference
D) Just meaningful difference
Answer: B
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5
Chapter 4: Comprehension, Memory, and Cognitive Learning
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Sample Questions
Q1) The management of Drops & Dew, a winery, introduces a new wine that has golden packaging and product information written in a gothic font. Which of the following is most likely to be the response of consumers toward the wine and the marketing message?
A) Consumers are likely to be attracted by the bright color and perceive the product to be of premium quality.
B) Consumers' comprehension of the product will decrease due to message incongruity.
C) Consumers will develop an unfavorable attitude toward the product because there is too much movement in the message.
D) Consumers are likely to associate the packaging of the product to lower prices.
Q2) Attempts to demarket a product can be implemented by stigmatizing consumption with a negative stereotype.
A)True
B)False
Q3) A stereotype captures the role expectations of a person of a specific type.
A)True
B)False
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Page 6
Chapter 5: Motivation and Emotion: Driving Consumer Behavior
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Sample Questions
Q1) In the context of measuring emotion, self-report affect measures require the attachment of some type of device to the consumer.
A)True
B)False
Q2) In the context of regulatory focus theory, a prevention focus captures the motivation to _____.
A) maintain homeostasis
B) make self-improvement
C) achieve self-actualization
D) achieve hedonic value
Q3) In a marketing context, salespeople and service providers with high emotional intelligence often are considered less effective.
A)True
B)False
Q4) A consumer's mood can serve as a type of frame that can transfer into product value judgments.
A)True
B)False
Page 7
Q5) List eight signs that might indicate social networking addiction.
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Chapter 6: Personality, Lifestyles, and the Self-Concept
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Sample Questions
Q1) Consumer and organizational identification illustrate the important role that products and organizations can play in the expression of the self.
A)True
B)False
Q2) Consumer behavior is considered to be competitive when a consumer:
A) attempts to display superiority over others by openly flaunting exclusive products, especially publicly visible products.
B) looks out for acquiring high value at minimal costs and engages in bargaining while purchasing products in the market.
C) redeems grocery coupons at retail outlets.
D) exhibits restraint while purchasing items other than basic provisions.
Q3) The prediction of individual behavior tends to be weaker with the multiple-trait approach.
A)True
B)False
Q4) What is the relationship between consumer identity and product ownership?
Q5) Lifestyles are completely determined by a person's personality.
A)True
B)False
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Chapter 7: Attitudes and Attitude Change
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Sample Questions
Q1) According to the elaboration likelihood model of persuasion, information such as music or the imagery presented along with a message are examples of peripheral cues.
A)True
B)False
Q2) Identify a true statement in the context of social judgment theory.
A) Consumers do not compare incoming information to their existing attitudes about a particular object or issue.
B) For a message to fall within the latitude of acceptance, the information presented must be perceived as being far from the original attitude position.
C) Social judgment theory states that human beings do not prefer consistency among their beliefs, attitudes, and behaviors.
D) A message that is perceived as being far away from the original attitude position will fall within the latitude of rejection.
Q3) Describe the ABC approach to attitudes. Provide an example statement for each component of attitudes.
Q4) List some of the questions an advertiser must consider when constructing a message.
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Chapter 8: Group and Interpersonal Influence
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Sample Questions
Q1) The stress an individual feels to behave in accordance with group expectations is known as _____.
A) peer pressure
B) coercive power
C) authority
D) influence
Q2) Carbund is a professional medical fraternity. Individuals have to meet certain criteria to become a member of the group. The national association outlines the activities that the members are expected to perform. Given the information, Carbund is an example of a(n) _____.
A) outgroup
B) formal group
C) dissociative group
D) informal group
Q3) What are reference groups? Describe primary and secondary groups.
Q4) Anti-brand communities are communities in which members spread negative information about companies and products to other users.
A)True
B)False
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Chapter 9: Consumer Culture
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Sample Questions
Q1) Long-term orientation prioritizes future rewards over short-term benefits.
A)True
B)False
Q2) Consumers who are highly ethnocentric believe in purchasing globally and buy products from different cultures across the world.
A)True
B)False
Q3) Mona and Tim teach their children appropriate behavior through appreciation for proper behavior and disapproval for improper behavior. Such kind of learning is an example of _____.
A) modeling
B) renquing
C) diffusing
D) shaping
Q4) Verbal communication proves to be difficult even within a single language because:
A) every language has several dialects.
B) every language does not have metric equivalences.
C) every language has translational equivalences.
D) some languages do not use body language to convey messages.
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Chapter 10: Microcultures
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Sample Questions
Q1) Catholic Christians, a religious microculture in the United States, are relatively conservative in their approach to life, and emphasize hard work and accomplishment as important goals.
A)True
B)False
Q2) In Venvuzea, the people of its southern parts are distinguished from others by their hospitality as well as their love for tradition. This is an example of difference based on
A) religious microcultures
B) age-based microcultures
C) regional microcultures
D) street microcultures
Q3) Due to increasing consumer affluence, poverty has ceased to be a major problem worldwide.
A)True
B)False
Q4) Identify the major social classes that have been identified in the United States. What are the difficulties with considering class in consumer behavior?
Q5) Explain the African American culture with regards to ethnic microculture.
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Chapter 11: Consumers in Situations
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Sample Questions
Q1) The term _____ refers to the rhythm (level of energy) of the human body that varies with the time of day.
A) circadian cycle
B) arrhythmic cycle
C) lunar rhythm
D) infradian rhythm
Q2) Consumers who perceive a product in a predominantly red and orange background tend to think the product is of higher quality.
A)True
B)False
Q3) The management of Saga, a newly opened upscale clothing store, intends to position Saga as a premium and exclusive store. Which of the following, when implemented, is most likely to convey the perception of an upscale store to consumers?
A) Using direct fluorescent lighting in all areas of the store
B) Using pop music as the foreground music in the store
C) Using a predominantly blue background for product display
D) Using signage with large numerals to indicate product price clearly
Q4) List five things that an organization can do to reduce fearfulness among consumers.
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Page 13
Chapter 12: Decision Making I: Need Recognition and Search
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Sample Questions
Q1) In opportunity recognition, a consumer's:
A) desired state does not change.
B) actual state does not change.
C) desired state changes to the actual state.
D) actual state changes to the desired state.
Q2) Value perceptions influence consumer decision-making activities.
A)True
B)False
Q3) Consumers do not settle for alternatives they are unsure of.
A)True
B)False
Q4) Brand loyalty has an impact on the value of the brand to the firm.
A)True
B)False
Q5) Briefly discuss the rational decision-making perspective.
Q6) With limited decision making, consumers search for reviews about products and their attributes on the Internet to avoid making a choice based on their prior beliefs about those products.
A)True
B)False Page 14
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Page 15
Chapter 13: Decision Making II: Alternative Evaluation and Choice
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Sample Questions
Q1) When consumers need to purchase a refrigerator, they usually evaluate different models across a set of features or characteristics such as storage capacity, freezer shelving, and energy efficiency. Such an evaluation is an example of _____.
A) qualitative evaluation
B) hedonic evaluation
C) attribute-based evaluation
D) affect-based evaluation
Q2) The number of category levels in product categorization and details within each level is influenced by consumers' familiarity and expertise with products.
A)True
B)False
Q3) Hank purchases a lawn mower based on a quick price comparison. However, after using the lawn mower, he acknowledges that the lawn mower is of superior quality. In acknowledging its superior quality, Hank is referring to its _____.
A) perceptual attributes
B) underlying attributes
C) determinant criterion
D) hedonic criterion
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Chapter 14: Consumption to Satisfaction
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Q1) Which of the following is an example of a nondurable good?
A) An air conditioner
B) A bottle of water
C) A dining table
D) A box of gold
Q2) From a regulatory focus viewpoint, equitable expectations can be called prevention-based expectations.
A)True
B)False
Q3) Patty buys a product from a spa that is labelled "facelift in a bottle." She pays $69.95 for the product and takes it home anticipating that using the product will make her look young. Based on the information provided, which of the following emotions best reflects Patty's expectation from the product?
A) Pride
B) Hope
C) Confusion
D) Surprise
Q4) Differentiate durable and nondurable goods with examples.
Q5) What is service quality? How is it measured?
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Chapter 15: Beyond Consumer Relationships
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Sample Questions
Q1) A few customers at Mackarel, a seafood restaurant, recently suffered from food poisoning and were hospitalized. One of those customers was so angry that he tried to burn the restaurant down. This action of the disgruntled customer is an example of
A) retaliatory revenge
B) procedural justice
C) retributive justice
D) restorative revenge
Q2) When it comes to running shoes, Brian is completely devoted to Footfall, a sports shoe brand. He feels that the brand defines him. Brian's association with Footfall's running shoes is an example of _____.
A) consumer commitment
B) customer share
C) consumer inertia
D) consumer switching
Q3) Financial switching costs involve the loss of time and effort.
A)True
B)False
Q4) Explain how relationship quality impacts value for both customers and the firm.
Q5) Briefly describe antiloyal customers.
18
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Chapter 16: Consumer and Marketing Misbehavior
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Sample Questions
Q1) The Consumer Bill of Rights, which today stands as a foundation of the consumerism movement, was introduced in 1962.
A)True
B)False
Q2) Marcie is a salesperson for a cosmetics manufacturer. She typically begins her sales presentation by approaching potential customers with very expensive products even though she knows most of them will refuse such expensive cosmetics. The moment she hears a refusal from a customer, Marcie feigns a hurt expression. Customers generally feel bad about hurting salespersons and feel obliged to at least listen to what they have to say. That gives Marcie a chance to introduce her customers to other less expensive products. Marcie's sales method is an example of the _____.
A) foot-in-the-door technique
B) door-in-the-face technique
C) even-a-penny-will-help technique
D) challenge-the-status-quo technique
Q3) Briefly explain planned obsolescence.
Q4) The Wheeler-Lea Act of 1938 prohibits restraint of free trade.
A)True
B)False
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