41. A consideration set usually contains
a. only one brand.
b. between 15 and 20 brands.
c. one or two brands, depending on the product category.
d. at least 20 brands.
e. between two to eight brands.
Answer: E
42. Some consumers fly rather than taking the train, even when train travel is faster and cheaper, simply because they do not consider train travel. This is an example of
a. a choice not included in the consideration set.
b. restriction of memory by the actual state of the consumer.
c. restriction of memory by the ideal state of the consumer.
d. brand extensions that a consumer would consider purchasing.
e. choices that are limited by the extent of favorable information available.
Answer: A
43. All of the following statements of the relationship between brand recall and choice are true except
a. there is a strong relationship between brand recall and choice.
b. there is a strong inverted U-shaped relationship between brand recall and choice.
c. the relationship between brand recall and choice is positive.
d. brands that are recalled are more likely to be chosen.
e. consumers' choices could be altered simply by manipulating recall, even when brand preferences were unchanged.
Answer: B
44. In order to maximize the chance of being considered when consumers engage in internal search, marketers want to position their brands
a. as far away from the prototype as possible.
b. to maximize preference dispersion.
c. as close to the category prototype as possible.
d. at the beginning or the end of a consideration set.
e. near the end, but not last.
Answer: C
45. Armor All created the category of automotive protectants and is the dominant brand in many countries. This brand is a good example of a
a. brand extension.
b. line extension.
c. schema.
d. prototype.
e. stereotype.
Answer: D
46. Global brands such as Sony, IBM, McDonald's, Mercedes, and Coca-Cola are more likely to be in many consumers' consideration set primarily because of
a. cognitive dissonance.
b. brand image.
c. brand associations.
d. neutral attitudes.
e. brand familiarity.
Answer: E
47. Seeing an apple (for Macintosh) or the Marlboro Man may make it easier for consumers to remember and consider these brands when making a decision. This is best thought of as an example of a(n) ____ placing the brand in the consideration set.
a. retrieval cue
b. usage situation
c. attitude
d. brand image
e. evaluation
Answer: A
48. Research has shown that grocery shoppers can remember whether something was expensive or the general size of the package, but they cannot remember numbers. This is an example of the fact that when consumers recall attribute information, it tends to be
a. broad but limited in the number of brands.
b. specific to one product category.
c. in summary or simplified form.
d. in detail.
e. only for consumers who have encoded the information under low MAO.
Answer: C
49. The major variables that will influence the recall of attribute information might include all of the following except
a. accessibility.
b. diagnosticity of attributes.
c. salience.
d. brand name length.
e. vividness.
Answer: D
50. ____ help(s) us distinguish objects from one another.
a. Accessibility
b. Availability
c. External and internal retrieval cues
d. Consumption goals
e. Diagnostic information
Answer: E
Consumer Behavior Multiple Choice Question Exam Quiz Questions and Answers / Interview Questions With Answers | Problems and Solutions Multiple Choice MCQs / MCQs with Answers / - PDF Free Download For Freshers Objective Type Questions | Interview Questions and Answers List
a. only one brand.
b. between 15 and 20 brands.
c. one or two brands, depending on the product category.
d. at least 20 brands.
e. between two to eight brands.
Answer: E
42. Some consumers fly rather than taking the train, even when train travel is faster and cheaper, simply because they do not consider train travel. This is an example of
a. a choice not included in the consideration set.
b. restriction of memory by the actual state of the consumer.
c. restriction of memory by the ideal state of the consumer.
d. brand extensions that a consumer would consider purchasing.
e. choices that are limited by the extent of favorable information available.
Answer: A
43. All of the following statements of the relationship between brand recall and choice are true except
a. there is a strong relationship between brand recall and choice.
b. there is a strong inverted U-shaped relationship between brand recall and choice.
c. the relationship between brand recall and choice is positive.
d. brands that are recalled are more likely to be chosen.
e. consumers' choices could be altered simply by manipulating recall, even when brand preferences were unchanged.
Answer: B
44. In order to maximize the chance of being considered when consumers engage in internal search, marketers want to position their brands
a. as far away from the prototype as possible.
b. to maximize preference dispersion.
c. as close to the category prototype as possible.
d. at the beginning or the end of a consideration set.
e. near the end, but not last.
Answer: C
45. Armor All created the category of automotive protectants and is the dominant brand in many countries. This brand is a good example of a
a. brand extension.
b. line extension.
c. schema.
d. prototype.
e. stereotype.
Answer: D
46. Global brands such as Sony, IBM, McDonald's, Mercedes, and Coca-Cola are more likely to be in many consumers' consideration set primarily because of
a. cognitive dissonance.
b. brand image.
c. brand associations.
d. neutral attitudes.
e. brand familiarity.
Answer: E
47. Seeing an apple (for Macintosh) or the Marlboro Man may make it easier for consumers to remember and consider these brands when making a decision. This is best thought of as an example of a(n) ____ placing the brand in the consideration set.
a. retrieval cue
b. usage situation
c. attitude
d. brand image
e. evaluation
Answer: A
48. Research has shown that grocery shoppers can remember whether something was expensive or the general size of the package, but they cannot remember numbers. This is an example of the fact that when consumers recall attribute information, it tends to be
a. broad but limited in the number of brands.
b. specific to one product category.
c. in summary or simplified form.
d. in detail.
e. only for consumers who have encoded the information under low MAO.
Answer: C
49. The major variables that will influence the recall of attribute information might include all of the following except
a. accessibility.
b. diagnosticity of attributes.
c. salience.
d. brand name length.
e. vividness.
Answer: D
50. ____ help(s) us distinguish objects from one another.
a. Accessibility
b. Availability
c. External and internal retrieval cues
d. Consumption goals
e. Diagnostic information
Answer: E
Consumer Behavior Multiple Choice Question Exam Quiz Questions and Answers / Interview Questions With Answers | Problems and Solutions Multiple Choice MCQs / MCQs with Answers / - PDF Free Download For Freshers Objective Type Questions | Interview Questions and Answers List