Consumer Behavior
Textbook Exam Questions
Course Introduction
Consumer Behavior explores the psychological, social, cultural, and economic factors that influence individuals and groups as they select, purchase, use, and dispose of goods and services. The course examines key theories and models of consumer decision-making, motivation, perception, learning, and attitude formation. It also investigates the impact of family, reference groups, social class, and culture on buying patterns. Students gain insights into how marketing strategies can be tailored to different consumer segments and how organizations can better understand and predict consumer needs, ultimately enhancing customer satisfaction and brand loyalty.
Recommended Textbook
Advertising and Promotion An Integrated Marketing Communications Perspective 10th Edition by
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Page 2
Chapter 1: An Introduction to Integrated Marketing Communications
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Q1) Foodie Inc. includes monthly coupons in its magazine advertisements. This is an example of:
A)consumer-oriented sales promotion.
B)industrial sales promotion.
C)business-oriented sales promotion.
D)trade-oriented sales promotion.
E)service-oriented sales promotion.
Answer: A
Q2) _____ has long been the cornerstone of brand building efforts for many companies.
A)Interactive media
B)Mass-media advertising
C)Online marketing
D)Product placement
E)Personal selling
Answer: B
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Chapter 2: The Role of IMC in the Marketing Process
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Q1) Strong symbolic features and social and psychological meaning may be more important than functional utility for many products.
A)True
B)False
Answer: True
Q2) Merry Inc. is a non-profit organization that employs a large number of underprivileged people. It sells art and handicrafts made by these individuals at reasonable prices. Merry's target market consists of people who believe in helping others. It uses _____ segmentation.
A)demographic
B)geographic
C)psychographic
D)benefit
E)socio economic
Answer: C
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Chapter 3: Organizing for Advertising and Promotion: The
Role of AD Agencies and Other Marketing Communication Organizations
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Q1) Venus Corp. is an agency that specializes in providing media services, direct mail, database management, and research services. It also offers creative and production services to its clients. In this scenario, Venus is an example of a _____ agency.
A)creative boutique
B)public relations
C)digital-interactive
D)direct-marketing
E)sales promotion
Answer: D
Q2) _____ are drawings that show what the print ad will look like and from which the final artwork will be produced.
A)Creative briefs
B)Packshots
C)Layouts
D)Art infusions
E)Product sheets
Answer: C
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Chapter 4: Perspectives on Consumer Behavior
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Q1) Marketers encourage _____ by introducing new brands into markets that are already saturated and by using advertising and sales promotion techniques such as free samples, introductory price offers, and coupons.
A)brand switching
B)brand extension
C)brand dilution
D)brand loyalty
E)brand retention
Q2) Which of the following is true of the affect referral decision rule?
A)It is synonymous with the mirror image rule.
B)It is a type of heuristic.
C)It is synonymous with bait-and-switch marketing.
D)It can be used only by marketers who sell luxury products.
E)It is a type of mnemonic.
Q3) The presence of a prize in every box of Joy Stick Snacks is an example of:
A)classical reinforcement.
B)continuous reinforcement.
C)partial reinforcement.
D)cognitive dissonance.
E)intermittent reinforcement.
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Chapter 5: The Communication Process
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Q1) In the _____ hierarchy, a consumer engages in passive learning and random information catching rather than active information seeking.
A)standard learning
B)low-involvement
C)dissonance/attribution
D)habit formation
E)informative processing
Q2) Bianca saw a magazine ad for Savvy Sheen hair shampoo that claimed to contain only natural herbal extracts and milk proteins. The ad also stated that Savvy's products were devoid of sodium laureth sulfate. Bianca instantly remarked, "I'm going to try this shampoo. I think I will like it." Bianca's response to the ad is an example of a:
A)negative source bolster.
B)source derogation.
C)support argument.
D)counterargument.
E)positive source bolster.
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Chapter 6: Source, Message, and Channel Factors
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Q1) Independent variables are the steps a receiver goes through in being persuaded.
A)True
B)False
Q2) A two-sided message with a refutational appeal is more effective than a one-sided message because it:
A)presents only arguments favoring an advertiser's position.
B)puts the strongest arguments in the middle of an advertising message.
C)inoculates the target audience against a competitor's counterclaim.
D)increases the level of counterargument.
E)is easily understood and accepted by the target audiencE.Since refutational appeals tend to "inoculate" the target audience against a competitor's counterclaims, they are more effective than one-sided messages in making consumers resistant to an opposing message.
Q3) Critics of humorous commercials argue that funny ads:
A)distract consumers from a brand and its attributes.
B)have no shock value.
C)often put people in a gloomy mood.
D)do not draw consumers' attention to the ads.
E)compel consumers to engage in counterarguments.
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Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
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Q1) While moving from the base to the tip of the communication effects pyramid, which of the following comes just before trial of a product?
A)Knowledge
B)Preference
C)Repurchase
D)Awareness
E)Comprehension
Q2) When higher-level executives determine the budget amounts to be allocated for each department's advertising expenditures, a _____ approach is being used.
A)nominal group
B)marginal contribution
C)top-down
D)Delphi
E)focus group
Q3) The competitive parity method takes advantage of the collective wisdom of the industry.
A)True
B)False
Page 9
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Chapter 8: Creative Strategy: Planning and Development
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Q1) Positioning is not preferred by a firm that has multiple brands competing in the same market.
A)True
B)False
Q2) Douglas took a survey on dill pickles. He was asked questions about what he liked and disliked about dill pickles, when and where he usually ate the pickles, and to list and rate all the brands of dill pickles that he could recall. He was asked his opinion on packaging and on the characteristic taste of the pickles, and what he disliked about all these aspects. The survey was conducted by an ad agency to help develop a creative strategy for dill pickles. If there were several people surveyed besides Douglas, we can assume he was participating in a(n) _____ study.
A)incomplete comparison
B)general preplanning input
C)perceptual mapping
D)problem detection
E)market profiling
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Chapter 9: Creative Strategy: Implementation and Evaluation
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Q1) A software development company runs an advertising campaign for one of its products emphasizing that it is the most preferred financial software brand. The ad also states, "Thousands of customers have switched over to our software." The company is making use of a(n) _____ appeal.
A)emotional
B)news
C)product popularity
D)product feature
E)favorable price
Q2) When Platinum Motors Inc. was preparing to introduce a new model, ads were run for several weeks that talked about the new car but never showed it. This is an example of _____ advertising.
A)reminder
B)transformational
C)teaser
D)emotional
E)consumer-generated
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Chapter 10: Media Planning and Strategy
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Q1) Which of the following parameters does the formula for the computation of cost per ratings point (CPRP) take into account?
A)Circulation
B)Cost per repetition
C)Cost per thousand
D)Cost of ad space
E)Cost of commercial time
Q2) The brand development index (BDI) uses information regarding the product category in the numerator to understand the potential for development of the total product category.
A)True
B)False
Q3) The pass-along rate refers to the:
A)newspaper advertising rate charged to manufacturers by retailers placing ads for them.
B)television advertising rate charged to national advertisers.
C)number of persons to whom a magazine copy has been given and who have read it.
D)magazine advertising rate for throw-away publications.
E)percentage of people who skip over an ad while reading a publication.
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Chapter 11: Evaluation of Media: Television and Radio
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Q1) Barter syndication is also called:
A)advertiser-supported syndication.
B)station-sponsored syndication.
C)up-market syndication.
D)first-run programming.
E)presold programming.
Q2) The Cross-Platform Campaign ratings measure:
A)the number of advertisers who buy airtime during the up-front market, the number who buy it during the scatter market, and the overlap between the two.
B)the number of people who hear an ad only on radio, the number who view its online, and the overlap between the two.
C)the number of people who watch an ad only on television, the number who view its online, and the overlap between the two.
D)the number of people who hear an ad on radio, the number who watch it on television, and the overlap between the two.
E)the number of advertisers who make use of network advertising, the number of advertisers who make use of cable advertising, and the overlap between the two.
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Page 13
Chapter 12: Evaluation of Media: Magazines and Newspapers
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Q1) Which of the following comparisons between primary in-home readers, pass-along readers, and out-of-home readers is true?
A)Advertisers generally attach greater value to primary in-home readers than pass-along readers.
B)Pass-along readers and out-of-home readers are more likely to read a magazine than principal readers.
C)Pass-along readers should be totally discounted in evaluating magazine readership.
D)Pass-along readers generally spend more time with a magazine and pick it up more often than primary in-home readers.
E)Out-of-home readers receive greater satisfaction from a publication than primary in-home readers.
Q2) Although TV accounts for the largest dollar amount of advertising expenditures among national advertisers, more companies advertise in magazines than in any other medium.
A)True
B)False
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Chapter 13: Support Media
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Q1) Outdoor advertising is one of the newest methods of advertising that has grown with the development of new technology.
A)True
B)False
Q2) A cab service company uses a global positioning satellite (GPS) system to customize the advertising messages shown on top of its taxicabs. This is an example of technology-driven _____ advertising.
A)specialty
B)transit
C)aerial
D)network
E)broadcast
Q3) Most forms of specialty advertising remain with a potential customer for a long time, providing a high level of retention.
A)True
B)False
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Chapter 14: Direct Marketing
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Q1) _____ is the personal presentation, demonstration, and sales of products to consumers in their homes.
A)Home shopping
B)Direct marketing
C)Personal liaising
D)Consultative selling
E)Direct selling
Q2) Jason receives a call from a sales representative of Bell Chime Inc., a manufacturer of inflatable sofabeds. When Jason shows an interest in purchasing a 5-in-1 inflatable sofabed, the sales representative urges Jason to come over to the company's retail outlet. Bell Chime is utilizing:
A)a buzz approach to personal selling.
B)a repetitive person-to-person selling.
C)specialty advertising.
D)the one-step approach to direct marketing.
E)the two-step approach to direct marketing.
Q3) Keys to the success of direct mail are the mailing lists.
A)True
B)False
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Chapter 15: The Internet: Digital and Social Media
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Q1) Whereas behavioral advertising tracks surfing behaviors, contextual ads are determined by:
A)the context in which ads are made.
B)the content on a webpage.
C)content sponsorships.
D)pay-per-click advertising.
E)advertising concepts.
Q2) A(n) _____ organizes and formats web-based content in a standard way, sending out notification whenever new material is available.
A)social news site
B)interstitial
C)podcast
D)Really Simple Syndication
E)content aggregator
Q3) The Internet, though very effective in disseminating information to specific target groups, costs much more when compared to other media.
A)True
B)False
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Page 17
Chapter 16: Sales Promotion
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Q1) Programs involving cash payments directly to the sales force to reward them for selling the manufacturer's products involve the use of:
A)slotting fees.
B)fixed trade spending.
C)push money.
D)promotional pricing.
E)a bonus pack.
Q2) In _____ sampling, a marketer hires temporary demonstrators who set up a table or booth within an outlet, prepare small samples of a product, and pass them out to shoppers.
A)door-to-door
B)event
C)on-package
D)in-store
E)direct mail
Q3) A sales promotion spiral can result when several competitors use promotions extensively.
A)True
B)False
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Chapter 17: Public Relations, Publicity, and Corporate Advertising
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Q1) _____ are used to inform an audience about how well a firm is doing, its future plans, financial information, and other information that goes beyond numbers.
A)Corporation certificates
B)Articles of association
C)Annual reports
D)Grievance committee reports
E)Memoranda of association
Q2) When M1 Oil runs an advertisement urging citizens to support and donate to a law enforcement memorial fund, this is an example of:
A)advocacy advertising.
B)event marketing.
C)specialty advertising.
D)personal branding.
E)event sponsorship.
Q3) A disadvantage associated with corporate image advertising is its inability to reach a select target market.
A)True
B)False
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Chapter 18: Measuring the Effectiveness of the Promotional Program
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Q1) _____ is a posttest method used in broadcast commercials that traces the behaviors of consumers from a television set to a supermarket checkout counter.
A)Contextual testing
B)The Starch test
C)The Burke follow-up test
D)Single-source tracking
E)Bipolar tracking
Q2) Which of the following sentences is true of readability tests?
A)The communications efficiency of a copy in a print ad can only be tested with reader interviews.
B)This method uses the Delphi group formula.
C)An advantage of the readability test is that the copies are not mechanical.
D)To be effective, readability tests should be used only in conjunction with other pretesting methods.
E)Readability tests are successful in consistently providing direct inputs from receivers.
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Chapter 19: International Advertising and Promotion
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Q1) _____ is an example of a cultural factor that affects international marketing.
A)Nationalism
B)Occupation
C)Income level
D)Language
E)Employment rate
Q2) Since the European Union banned the use of food dyes in seafood, the market for salmon products has declined. People mistakenly believe that farm-bred salmon is naturally pink. However, salmon is an unappetizing gray color in its natural form. This is an example of how _____ factors can inadvertently hurt small businesses.
A)economic
B)demographic
C)political/legal
D)geographic
E)infrastructure
Q3) Product standardization results in higher production costs.
A)True
B)False
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Chapter 20: Regulation of Advertising and Promotion
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Q1) Certain magazines regularly test the products they advertise and offer a "seal of approval" and refunds if the products are later found to be defective. They do so in order to:
A)enhance the credibility of the publication.
B)encourage advertisers to buy more media space.
C)eliminate puffery in their ads.
D)discourage comparative advertising.
E)avoid questionable advocacy advertising.
Q2) The _____ examines advertising claims in direct-response advertising, including infomercials and home shopping channels.
A)Children's Advertising Review Unit
B)Vision Council of America
C)National Association of Broadcasters
D)Electronic Retailing Self-Regulation Program
E)Independent Business Alliance
Q3) The Second Amendment protection has been extended to commercial speech.
A)True
B)False
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Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of
Advertising and Promotion
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Q1) Critics argue that a major contributor to materialism is advertising that:
A)seeks to fulfill existing needs rather than creating new needs.
B)implies that accumulation of possessions can lead to a content life.
C)promotes equality of ethnic and racial minorities.
D)states that physical goods cannot be symbols of respect and dignity.
E)voices against social stereotypes and gender inequalities.
Q2) Advertising plays a positive role in a free-market system by:
A)making consumers aware of products and services.
B)creating needs that did not exist before.
C)encouraging materialistic values in society.
D)creating barriers to entry for smaller brands.
E)making products highly differentiated.
Q3) For which of the following product categories is the advertising most likely to be criticized as promoting materialistic values?
A)Consumer goods
B)Industrial machinery
C)Health products
D)Transportation services
E)Alcoholic beverages
Page 23
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Chapter 22: Personal Selling Online
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Q1) Which of the following statements is true of personal selling?
A)Personal selling involves inexpensive forms of communication.
B)For personal selling to be effective, the sales and promotions department should operate independently.
C)Integrated marketing communication (IMC) tools are used in conjunction with personal selling to make it effective.
D)In an integrated marketing communications (IMC) program, personal selling is a substitute for other promotional-mix elements.
E)Personal selling is typically controlled by the advertising and promotions department.
Q2) Which of the following stages in selling focuses on retaining existing customers rather than attracting new ones?
A)Problem-solving
B)Objection-handling
C)Closing the sale
D)Following up
E)Trial closing
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