Consumer Behavior
Question Bank
Course Introduction
Consumer Behavior explores the psychological, social, and cultural factors that influence the purchasing decisions of individuals and groups. This course examines how consumers recognize needs, search for information, make choices, and evaluate products and services. Key topics include perception, motivation, learning, attitude formation, group dynamics, and the impact of digital environments on consumer decision-making. Through case studies, real-world applications, and analytical tools, students gain insights into predicting and influencing buyer behavior, enabling effective marketing strategies in diverse markets.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 8th Global Edition by Kenneth
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15 Chapters
3080 Verified Questions
3080 Flashcards
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Page 2
Chapter 1: Integrated Marketing Communications
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114 Verified Questions
114 Flashcards
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Sample Questions
Q1) The foundation of an IMC program consists of a careful review of each of the following except:
A)economic conditions.
B)a company's image.
C)the markets in which buyers are located.
D)the buyers to be served.
Answer: A
Q2) Traditionally, the marketing mix consisted of advertising, sales promotions, digital marketing and personal selling activities.
A)True
B)False
Answer: False
Q3) Brand parity is the belief that multiple brands consist of or offer the same set of attributes and benefits and are perceived to be of equal quality.
A)True
B)False
Answer: True
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Page 3
Chapter 2: Corporate Image and Brand Management
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204 Verified Questions
204 Flashcards
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Sample Questions
Q1) Changing a brand's image is most beneficial when the image no longer matches industry trends and customer expectations.
A)True
B)False
Answer: True
Q2) The goal of branding is to build awareness of the brand name.
A)True
B)False
Answer: False
Q3) A brand's image has little or no effect on other business activities, such as recruiting employees.
A)True
B)False
Answer: False
Q4) Quality logos and brand names should pass each of the following tests, except:
A)be similar to others in the industry.
B)be familiar.
C)elicit a consensual meaning among those in the firm's target market.
D)evoke positive feelings.
Answer: A
Page 4
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Chapter 3: Buyer Behaviors
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210 Verified Questions
210 Flashcards
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Sample Questions
Q1) The cognitive component of an attitude involves a purchase or some other type of activity.
A)True
B)False
Answer: False
Q2) Roles and perceived roles, motivational levels, and attitudes toward risk are examples of which factor that affect members of business buying centers?
A)Organizational
B)Individual
C)Cultural
D)Economic
Answer: B
Q3) In the business-to-business buying process, the vendor audit would occur in which stage?
A)Establishment of specifications
B)Vendor identification
C)Vendor selection
D)Vendor evaluation
Answer: D
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Page 5
Chapter 4: The Imc Planning Process
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213 Flashcards
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Sample Questions
Q1) Which type of schedule in allocating a marketing communications budget would match a company such as Hershey's that advertises all year, but adds additional advertising during holidays, such as Easter?
A)Flighting
B)Continuous
C)Payout
D)Pulsating
Q2) Demographic segmentation involves analysis of which variables?
Q3) Identifying who will be the recipient of a planned communications campaign is which type of research?
A)Consumer-oriented
B)Target-market
C)Product-specific
D)Market segmentation
Q4) In using the payout-planning method of developing a marketing communications budget, a higher percentage is allocated to marketing communications in the early years of a product when the goal is building market share and high profits.
A)True
B)False
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Chapter 5: Advertising Management
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237 Verified Questions
237 Flashcards
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Sample Questions
Q1) Liking follows awareness and knowledge in the hierarchy of effects model.
A)True
B)False
Q2) A brand that is both top-of-mind and top-choice reflects:
A)a high degree of brand parity.
B)a high level of brand equity.
C)brand availability.
D)distinct private branding.
Q3) When a customer prefers a specific brand, it is called:
A)top-of-mind.
B)top-choice.
C)quality choice.
D)top-of-industry.
Q4) MECCAS stand for Means-End Conceptualization of Components of Advertising Strategy.
A)True
B)False
Q5) Successful brands exhibit two characteristics: top-choice and top-preference.
A)True
B)False
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Chapter 6: Advertising Design
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280 Verified Questions
280 Flashcards
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Sample Questions
Q1) Scarcity appeals:
A)only work in children's advertising because adults are aware of the ploy.
B)do not work for children because they cannot process the information.
C)urge consumers to buy a product because of some kind of limitation.
D)urge consumers to save money to buy the product later.
Q2) A celebrity endorser is used in advertisements because his or her stamp of approval offers all of the following advantages except:
A)enhances the product's brand equity.
B)enhances consumers' emotional bonds with the product.
C)aids in the establishment of a "personality" for a brand.
D)improves recall of brand benefits.
Q3) A unique selling proposition does not require support or substantiation although the claims made could be tested or substantiated in some manner.
A)True
B)False
Q4) Name the five major forms of cognitive strategies.
Q5) What is a scarcity ad? How is scarcity created?
Q6) What are the major criticisms of sexuality in advertising?
Q7) What are the advantages and disadvantages of comparative ads?
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Chapter 7: Traditional Media Channels
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226 Verified Questions
226 Flashcards
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Sample Questions
Q1) What are the primary benefits of out-of-home advertising? The primary problems?
Q2) If a magazine ad costs $500,000, total readership is 20,000,000, but only 2,000,000 fit the advertiser's target profile, the weighted or demographic cost per thousand would be:
A)$25.
B)$250.
C)$2,500.
D)$10.
Q3) Reach measures the number of:
A)people, households, or businesses who are exposed to a media vehicle or message schedule at least once during a given time period.
B)people who place a particular brand into their evoked sets.
C)people who purchase a product in a given time period.
D)people who use a certain medium in a four-week time period.
Q4) One of the key advantages of magazine advertisements is the short lead-time available, which allows the advertiser to react to current events.
A)True
B)False
Q5) Define reach and frequency.
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Chapter 8: Digital Marketing
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215 Flashcards
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Sample Questions
Q1) A title tag presents a short line of meta-copy, which is extremely important to search engines.
A)True
B)False
Q2) A reduced price, an introductory price, and e-coupons designed to encourage someone to make an online purchase are which type of incentive?
A)Quality
B)Financial
C)Convenience
D)Value-based
Q3) Content marketing consists of sending useful information to customers through either text messages or email.
A)True
B)False
Q4) Digital marketing combines each of the following except:
A)e-commerce.
B)mobile marketing.
C)internet marketing.
D)indirect response marketing.
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Chapter 9: Social Media
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186 Verified Questions
186 Flashcards
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Sample Questions
Q1) Social media strategies currently used by brands include each of the following except:
A)content seeding.
B)interactive blogs.
C)lifestyle marketing.
D)real-time marketing.
Q2) The social media networking site that has the least influence on purchases is:
A)Pinterest.
B)Twitter.
C)Instagram.
D)Facebook.
Q3) Describe influencer marketing.
Q4) When consumers re-post television or internet ads they have seen to YouTube, in most cases it is ads they do not like.
A)True
B)False
Q5) Mentions of the brand name in social media will automatically boost organic search rankings.
A)True
B)False
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Chapter 10: Alternative Marketing
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202 Flashcards
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Sample Questions
Q1) One method companies are using to measure the impact of point-of-purchase displays is to utilize cash register data comparing before and after sales.
A)True
B)False
Q2) POP stands for:
A)print-offer proposal.
B)publicity over protocol.
C)point-of-purchase.
D)place of publication.
Q3) For moviemakers and television producers, the primary motivation behind product placement and branded entertainment is to:
A)increase interest in the show or movie.
B)make the show or movie more realistic.
C)create positive feelings toward the movie or show because of positive attitudes toward the brands featured.
D)generate revenue.
Q4) Describe a product placement.
Q5) Identify the different forms of video game advertising.
Q6) What is an advergame? What are the benefits of advergames?
Page 12
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Chapter 11: Database and Direct Response Marketing and Personal Selling
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208 Verified Questions
208 Flashcards
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Sample Questions
Q1) In a frequency program, research indicates the best method is to provide rewards:
A)only when requested.
B)to every person.
C)using a fixed ratio schedule.
D)using a variable ratio schedule.
Q2) In handling objections during a sales call, Brandon (the salesperson)normally answers the objection directly, an approach called which method?
A)Compensation
B)"Feel, felt, found"
C)Head-on
D)Indirect
Q3) To optimize permission marketing, firms must grant customers empowerment, which means customers have:
A)power over when marketing material is sent to them.
B)control over what marketing material is sent to them.
C)control over when they can opt-out of the permission marketing program.
D)power throughout the entire relationship, not just at the beginning.
Q4) Describe a frequency program.
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Chapter 12: Sales Promotions
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208 Flashcards
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Sample Questions
Q1) Manufacturers and other members of the marketing channel use trade promotions to help pull products through to retailers.
A)True
B)False
Q2) Several differences exist when international companies attend trade shows. These differences include each of the following except international attendees:
A)tend to be senior executives with authority to make purchases.
B)want a follow-up after the trade show by a senior executive.
C)spend more time at each exhibitor's booth.
D)tend to make purchase decisions during the trade show.
Q3) Rewards given as part of a consumer contest are also known as spiff money.
A)True
B)False
Q4) Retailers benefit from co-op advertising in each of the following ways except:
A)they can expand their advertising program at a low cost.
B)benefit from the image of promoting a national brand.
C)attract new and additional customers to their store because of national brands.
D)receive money in advance to cover the costs of advertising.
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Page 14
Chapter 13: Public Relations and Sponsorship Programs
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211 Verified Questions
211 Flashcards
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Sample Questions
Q1) Unless a sponsorship is surrounded by supporting marketing efforts, the money invested may not accomplish its objectives.
A)True
B)False
Q2) A stakeholder is a person or group with a vested interest in an organization's well-being.
A)True
B)False
Q3) Believing that Wheaties may help make you a champion, because so many successful athletes have endorsed the cereal, is the result of using which proactive prevention strategy for image damage?
A)Impression management
B)Acclimation
C)Entitlings
D)Reinforcement
Q4) In proactive prevention strategies, enhancements involve the attempt to increase the desirable outcome of an event in the eyes of the public.
A)True
B)False
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Chapter 14: Regulations and Ethical Concerns
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197 Flashcards
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Sample Questions
Q1) The Federal Communications Commission places limits on advertising to children on weekends, but not on weekdays.
A)True
B)False
Q2) An appeal of a decision by the NAD goes to the:
A)United States Court of Appeals.
B)Federal Trade Commission.
C)National Advertising Review Board.
D)Federal Communications Commission.
Q3) The Children's Advertising Review Unit (CARU)of the Council of Better Business Bureaus monitors online privacy practices of websites that involve children younger than 13 years of age.
A)True
B)False
Q4) Cases filed with one of the agencies in the Council of Better Business Bureaus are normally heard sooner and are less costly than cases filed with the FTC.
A)True
B)False
Q5) What is brand infringement?
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Chapter 15: Evaluating an Integrated Marketing Program
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169 Flashcards
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Sample Questions
Q1) Procedures used to evaluate advertising and marketing should be developed prior to launching a campaign.
A)True
B)False
Q2) What can test markets assess?
Q3) Scanner data is often used to measure the impact of marketing communications in which of these programs?
A)Test markets
B)Cognitive neuroscience
C)Purchase simulation tests
D)Emotional reaction tests
Q4) Of the following methods of evaluating advertising, the one that is the most difficult to fake by respondents would be:
A)advertising tracking research.
B)copytesting.
C)cognitive neuroscience.
D)emotional reaction tests.
Q5) Describe the terms "reliable" and "valid" with regard to the principles of position advertising copytesting (PACT).
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