1. Buick put out a computer disk with pictures and information about new cars. Buick hoped that by viewing this information, consumers would realize that now might be a good time to buy a car. That is, they hoped consumers would enter into a state of
a. problem recognition.
b. internal search.
c. postpurchase evaluation.
d. information storage.
e. behavioral intentions.
Answer: A
2. The ____ is the consumer's perception of the way we want things to be.
a. desirable stimulation level
b. ideal state
c. actual state
d. optimal stimulation level
e. real condition
Answer: B
3. The ____ is the consumer's perception of the way things actually are.
a. desirable stimulation level
b. ideal state
c. actual state
d. optimal stimulation level
e. real condition
Answer: C
4. The greater the discrepancy between the ideal state and the actual state,
a. the lower the recall for marketing communications.
b. the higher the ability to process information about the product.
c. the lower the number of support arguments to marketing communications about the ideal state.
d. the more likely the consumer is to act.
e. the less likely the consumer is to act.
Answer: D
5. Problem recognition occurs in
a. acquisition only.
b. disposition only.
c. acquisition and consumption.
d. acquisition and disposition.
e. acquisition, consumption, and disposition.
Answer: E
6. Both expectations and aspirations influencing ideal state are stimulated by ____ and by aspects of our own culture.
a. our own personal experience
b. the style of encoding of information
c. homophily
d. the firing of semantic networks
e. diagnosticity
Answer: A
7. Many consumers might have the desire to wear an expensive watch (e.g., a Rolex) or buy an expensive car in order to gain the admiration of others. This can be thought of as an example of
a. problem recognition determined by beliefs.
b. ideal state formed by aspirations.
c. internal search influenced by beliefs.
d. external search influenced by beliefs.
e. problem recognition determined by values.
Answer: B
8. Graduating from college, getting a job, or getting married can change the possessions that we desire to have. This can be best thought of as an example of
a. how age changes our information processing.
b. a periodic and random transformation of our purchases over time.
c. changes in our personal circumstances influencing the ideal state.
d. external information search transformed by changing beliefs.
e. the problem recognition process as influenced by marketer-driven factors over time.
Answer: C
9. All of the following could be examples of factors that are likely to influence a consumer's perception of the actual state except
a. the depletion of needed products.
b. product malfunction.
c. hunger.
d. a neighbor's aspirations.
e. that Mother's Day is tomorrow and you have not bought anything yet.
Answer: D
10. Seeing an ad informing you of the rapidly increasing number of burglaries in your neighborhood awakens you to the need for a burglar alarm. This could best be thought of as
a. aspirations leading to a change in the ideal state.
b. high MAO leading to an increase in short-term memory.
c. low MAO leading to a decrease in short-term memory.
d. simple expectations leading to a formation of the ideal state.
e. external stimuli leading to a change in the actual state.
Answer: E
a. problem recognition.
b. internal search.
c. postpurchase evaluation.
d. information storage.
e. behavioral intentions.
Answer: A
2. The ____ is the consumer's perception of the way we want things to be.
a. desirable stimulation level
b. ideal state
c. actual state
d. optimal stimulation level
e. real condition
Answer: B
3. The ____ is the consumer's perception of the way things actually are.
a. desirable stimulation level
b. ideal state
c. actual state
d. optimal stimulation level
e. real condition
Answer: C
4. The greater the discrepancy between the ideal state and the actual state,
a. the lower the recall for marketing communications.
b. the higher the ability to process information about the product.
c. the lower the number of support arguments to marketing communications about the ideal state.
d. the more likely the consumer is to act.
e. the less likely the consumer is to act.
Answer: D
5. Problem recognition occurs in
a. acquisition only.
b. disposition only.
c. acquisition and consumption.
d. acquisition and disposition.
e. acquisition, consumption, and disposition.
Answer: E
6. Both expectations and aspirations influencing ideal state are stimulated by ____ and by aspects of our own culture.
a. our own personal experience
b. the style of encoding of information
c. homophily
d. the firing of semantic networks
e. diagnosticity
Answer: A
7. Many consumers might have the desire to wear an expensive watch (e.g., a Rolex) or buy an expensive car in order to gain the admiration of others. This can be thought of as an example of
a. problem recognition determined by beliefs.
b. ideal state formed by aspirations.
c. internal search influenced by beliefs.
d. external search influenced by beliefs.
e. problem recognition determined by values.
Answer: B
8. Graduating from college, getting a job, or getting married can change the possessions that we desire to have. This can be best thought of as an example of
a. how age changes our information processing.
b. a periodic and random transformation of our purchases over time.
c. changes in our personal circumstances influencing the ideal state.
d. external information search transformed by changing beliefs.
e. the problem recognition process as influenced by marketer-driven factors over time.
Answer: C
9. All of the following could be examples of factors that are likely to influence a consumer's perception of the actual state except
a. the depletion of needed products.
b. product malfunction.
c. hunger.
d. a neighbor's aspirations.
e. that Mother's Day is tomorrow and you have not bought anything yet.
Answer: D
10. Seeing an ad informing you of the rapidly increasing number of burglaries in your neighborhood awakens you to the need for a burglar alarm. This could best be thought of as
a. aspirations leading to a change in the ideal state.
b. high MAO leading to an increase in short-term memory.
c. low MAO leading to a decrease in short-term memory.
d. simple expectations leading to a formation of the ideal state.
e. external stimuli leading to a change in the actual state.
Answer: E
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