Archive for September 2017

From research, LG understood that Brazilians would likely respond favorably to better service. The researchers rightly observed that _______________ has conditioned Brazilians to _______________ a higher standard.

From research, LG understood that Brazilians would likely respond favorably to better service. The researchers rightly observed that _______________ has conditioned Brazilians to _______________ a higher standard.



A. Increased trade with North America; value

B. Decreased trade with North America; undervalue

C. Increased trade with local partners; expect

D. Increased corruption; deliver





Answer: A

Making Vicks available in smaller tins made sense since:

Making Vicks available in smaller tins made sense since:



A. The lowing income customers typically traveled with family members by scooter and needed to save space.

B. They could sell more at much higher prices.

C. Nobody was buying the larger size

D. That is what Vicks did everywhere else.




Answer: A

In the earlier Steve Jobs Netflix interview shown in class, Jobs indicates that the condor was ranked as the most efficient animal in terms of energy output to distance traveled. Man was low on the scale. But when measured using a _______________ man excelled way past all others, thus Jobs surmised man are tool builders.

In the earlier Steve Jobs Netflix interview shown in class, Jobs indicates that the condor was ranked as the most efficient animal in terms of energy output to distance traveled. Man was low on the scale. But when measured using a _______________ man excelled way past all others, thus Jobs surmised man are tool builders.




A. Stick
B. Pair of sneakers
C. Bicycle
D. Skateboard




Answer: C

According to the Apple Stores case all of the following are true EXCEPT:

According to the Apple Stores case all of the following are true EXCEPT:



A. It became clear that selling computers as empowering tools could not be done in an environment that didn't support consumer involvement

B. Apple's stores were born with the intention to engage consumers in an active exploration of their digital needs.

C. It was hoped that, as a result, the commoditized personal computer would look like an irritatingly inadequate machine.

D. Apple sought to limit contact between salespeople and customers.





Answer: D

What type of impact does a group setting have on an individual's mental activity?

What type of impact does a group setting have on an individual's mental activity?



A. Ability to affect increases, intellectual function decreases

B. Ability to affect decreases, intellectual function decreases

C. Ability to affect increases, intellectual function increases

D. Ability to affect decreases, intellectual function increases




Answer: A

The most difficult persuasive task is to

The most difficult persuasive task is to



A. Change or neutralize hostile opinions.

B. Conserve favorable opinions.

C. Crystallize latent opinions.

D. Maintain goodwill among supporters.




Answer: A

Mass media effects increase when

Mass media effects increase when



A. People cannot verify information through personal experience or knowledge.

B. A specific medium has a greater reputation.

C. Parental guidance is lacking.

D. People have no prior information or attitude disposition regarding it




Answer: A

Cultivation of key opinion leaders before a new product is publicly announced is important because

Cultivation of key opinion leaders before a new product is publicly announced is important because



A. Opinion leaders determine the timing and context of the new product announcement.

B. Journalists rely on opinion leaders to provide objective judgments about the quality of the product.

C. Journalists tend to be negative about any new product.

D. Opinion leaders are the only way to reach the mass public.



Answer: B

Which best describes an opinion leader?

Which best describes an opinion leader?



A. Good listeners and team players

B. Measured and calculated in adopting new ideas

C. Skeptical of the mass media

D. Highly interested in subject matte


Answer: D

Once self-interest is involved, opinion is

Once self-interest is involved, opinion is



A. Adaptable.

B. Not easily changed.

C. Based on current events/issues.

D. Usually made public.



Answer: B

Which of the following is NOT an accurate statement regarding relationship between public relations and journalism?

Which of the following is NOT an accurate statement regarding relationship between public relations and journalism?




A. Journalists write primarily for mass audiences, while public relations professionals segment into publics.

B. Journalists are advocates for causes, while public relations practitioners are objective.

C. Communication is the "end" activity in journalism, while public relations uses communication as a means to an end.

D. Journalists generally use 1 channel, and public relations multiple channels.


Answer: B

Which best describes the relationship between public relations and marketing?

Which best describes the relationship between public relations and marketing?



A. Marketing professionals  generally speak of customers and consumers, while public relations practitioners tend to focus on publics, audiences and stakeholders.

B. Marketing professionals are seen as subservient to more seasoned public relations practitioner.

C. Marketing professionals aren't generally concerned with stakeholders

D. Neither is concerned with advertising initiatives



Answer: A

Which of the following is accurate with regard to the relationship between public relations and advertising?

Which of the following is accurate with regard to the relationship between public relations and advertising?



A. Advertising is usually more costly

B. Adverting is usually seen as more credible than public relations

C. Advertising is usually more focused on internal audiences than public relations

D. Public relations is narrower in scope


Answer: A

All of the following are limitations of focus groups EXCEPT:

All of the following are limitations of focus groups EXCEPT:



A. Convenience sampling and small sample size limit ability to generalize

B. a few dominant focus group members can dominate the results

C. Anyone can easily lead one well

D. The data which result, though rich, can sometimes be difficult to analyze because they are so unstructured



Answer: C

Which is an advantage of focus groups

Which is an advantage of focus groups



A. Able to obtain highly reliable data

B. People are not able to engage as depthfully as they might in a 1:1 interview

C. Produces results which are easy to understand and representative of segments of the population

D. Responses of each participants are not independent



Answer: C

Susan picks and runs her focus groups carefully. She wants to make sure that each focus group member provides meaningful information for her research purpose. As she is examining potential focus group candidates, she notices that three men and two women seem to provide "yes" answers regardless of what she asks them. They seem to want to be on the focus group very badly and appear eager to be "good subjects." If Susan follows prudent testing methodology, she should reject these test subjects in order to avoid the possibility of which of the following biases?

Susan picks and runs her focus groups carefully. She wants to make sure that each focus group member provides meaningful information for her research purpose. As she is examining potential focus group candidates, she notices that three men and two women seem to provide "yes" answers regardless of what she asks them. They seem to want to be on the focus group very badly and appear eager to be "good subjects." If Susan follows prudent testing methodology, she should reject these test subjects in order to avoid the possibility of which of the following biases?



A. Neophyte bias
B. Order bias
C. Response bias
D. Affinity bonding bias



Answer: C

Which of the following is NOT a characteristic associated with Chinese culture?

Which of the following is NOT a characteristic associated with Chinese culture?



A. Resents class-based distinctions

B. Places primary faith in rationalism and is future oriented

C. Places value on horizontal dimensions of interpersonal relationships

D. All of the above



Answer: D

Organizational buying (B2B) differs from C2B in that:

Organizational buying (B2B) differs from C2B in that:



A. There is considerably less emphasis on brand image in B2B.

B. There are fewer decision makers weighing in during the purchase decision process in B2B

C. There tends to be more mass market advertising

D. No difference between B2B and C2B.



Answer: A

Every time Sue Samuels comes in from a long selling trip, she always makes sure to give reports to all her colleagues on knowledge she has gained and experiences she had while on the road. She has found that her "information tips" are a great way to set the stage for decision-making that she would like to go her way. Based on her actions, what role is Sue playing in her organization?

Every time Sue Samuels comes in from a long selling trip, she always makes sure to give reports to all her colleagues on knowledge she has gained and experiences she had while on the road. She has found that her "information tips" are a great way to set the stage for decision-making that she would like to go her way. Based on her actions, what role is Sue playing in her organization?



A. Initiator
B. Gatekeeper
C. Influencer
D. User


Answer: C

Rachel asked Ruby to name a few antiperspirants and Ruby came up with the following list: Speed stick, Arm & Hammer, Dove and Gillette. The fact that Ruby knew that Dove made antiperspirants proves that she has:

Rachel asked Ruby to name a few antiperspirants and Ruby came up with the following list: Speed stick, Arm & Hammer, Dove and Gillette. The fact that Ruby knew that Dove made antiperspirants proves that she has:



A. Brand understanding
B. Brand awareness
C. Brand acknowledgment
D. Brand separation



Answer: B

Heather has signed up for a focus group for owners of sedans. The email confirmation that she received stated that she would be one of 5 participants and all participants would receive compensation of $150 for their time. Heather has participated in all of the following except:

Heather has signed up for a focus group for owners of sedans. The email confirmation that she received stated that she would be one of 5 participants and all participants would receive compensation of $150 for their time. Heather has participated in all of the following except:



A. Idiographic research
B. Qualitative research
C. Interpretive research
D. Secondary research



Answer: D

What are the three types of research design?

What are the three types of research design?



A. Survey, experiential and explanatory

B. Nomothetic, idiographic and exploratory

C. Qualitative, quantitative and correlational

D. Survey, experimental and qualitative



Answer: D

Cheryl is considering purchasing a new MP3 player but does not know if she should to buy an Apple iPod or a Microsoft Zune. Cheryl remembers that Her friend Rick is really interested in electronics and asks him for advice. Rick tells her about his new iPod Touch, all the cool features it has and why Cheryl would love it. Taking Rick's advice into consideration Cheryl proceeds to the electronics store and purchases an iPod Touch.

Cheryl is considering purchasing a new MP3 player but does not know if she should to buy an Apple iPod or a Microsoft Zune. Cheryl remembers that Her friend Rick is really interested in electronics and asks him for advice. Rick tells her about his new iPod Touch, all the cool features it has and why Cheryl would love it. Taking Rick's advice into consideration Cheryl proceeds to the electronics store and purchases an iPod Touch.

In this scenario Cheryl was the: 


A. Influencer
B. Buyer
C. Decider
D. Gatekeeper


Answer: B OR D


Based on the scenario Rick was the: 



A. Influencer
B. Buyer
C. Decider
D. Gatekeeper


Answer: A

You will start a Moslem cola company to serve the large Arab markets in England and France. You study secondary research (census data, demographics, income, consumer behavior, etc.), some of which is presented below. Clip shown in class.

You will start a Moslem cola company to serve the large Arab markets in England and France. You study secondary research (census data, demographics, income, consumer behavior, etc.), some of which is presented below. Clip shown in class.



Secondary findings for cola
20% of purchases made at supermarket by women 90% of drinkers are women
Drink cola at meals only
Age of high cola drinkers: 60-80
Most are retired professionals with bachelors degrees
The data is:



A. Mildly positive
B. Mildly negative
C. Highly positive
D. Highly negative



Answer: B

Suppose Apple has collected extensive survey data about its new iPhone and respondents have rated it on twenty different features and benefits. Now researchers want to reduce the amount of data to a few underlying dimensions. Which data analysis technique should the researchers use:

Suppose Apple has collected extensive survey data about its new iPhone and respondents have rated it on twenty different features and benefits. Now researchers want to reduce the amount of data to a few underlying dimensions. Which data analysis technique should the researchers use:



A. Cluster analysis
B. Conjoint analysis
C. Factor analysis
D. Multidimensional scaling



Answer: C

Focus groups must be conducted differently in Japan because

Focus groups must be conducted differently in Japan because



A. The culture dictates against disagreeing with the group.

B. There is too much disagreement in groups.

C. Opinions differ widely.

D. It is not as expensive as the interview method and thus not valued as highly.



Answer: A

As a marketing manager, Michael needed information on the effects of comedy television shows on potato chip consumption. To start, he found a study done by a marketing researcher on the effects of television viewing on junk food consumption. To Michael, the results of this study provide what is best known as

As a marketing manager, Michael needed information on the effects of comedy television shows on potato chip consumption. To start, he found a study done by a marketing researcher on the effects of television viewing on junk food consumption. To Michael, the results of this study provide what is best known as



A. Secondary data.
B. Tertiary data.
C. Targeted data.
D. Specific data.


Answer: A

Consumers can decide to be designated representatives of the marketer's target market. Every time these consumers go shopping, their purchases are recorded at the cash register. This type of research uses:

Consumers can decide to be designated representatives of the marketer's target market. Every time these consumers go shopping, their purchases are recorded at the cash register. This type of research uses:



A. Interviewing.
B. Observation.
C. Purchase panels.
D. Focus groups.



Answer: C

Individuals from higher-status families

Individuals from higher-status families



A. Are half as likely to maintain their status than members of the lower classes are to achieve a higher status.

B. Rarely slide in socioeconomic status.

C. Almost always increase in socioeconomic status.

D. Are twice as likely to maintain their status than members of the lower classes are to achieve a higher status.




Answer: D

Two individuals have the same income but one is from the upper class and one is from the middle class. We can tell immediately which class they come from by looking at their purchases, their houses, and their neighborhoods. This is an example of how social class can often explain

Two individuals have the same income but one is from the upper class and one is from the middle class. We can tell immediately which class they come from by looking at their purchases, their houses, and their neighborhoods. This is an example of how social class can often explain



A. How income is used.
B. Attention to advertising.
C. Dealproneness.
D. Coupon usage.



Answer: A

Both income and social class are needed to explain

Both income and social class are needed to explain



A. Consumption that reflects values or beliefs.

B. Consumption that involves small monetary expenditures.

C. Attention to advertising.

D. The acquisition of status symbols.



Answer: D

Social class structures have a strong influence on:

Social class structures have a strong influence on:



A. Income.

B. Which region of the country an individual is from.

C. Norms and values.

D. Consumer information-processing speed.




Answer: C

Mormons are prohibited from consuming liquor, tobacco, and caffeine. Orthodox Jews do not eat pork or seafood, and all meat and poultry they eat must be certified as kosher. These are best thought of as examples of:

Mormons are prohibited from consuming liquor, tobacco, and caffeine. Orthodox Jews do not eat pork or seafood, and all meat and poultry they eat must be certified as kosher. These are best thought of as examples of:



A. Regional differences in consumption.

B. Religious influences on consumption.

C. Religious influences on acquisition.

D. Cultural influences on consumer behavior.



Answer: B

Regarding advertising, African American consumers are:

Regarding advertising, African American consumers are:



A. Less likely to trust a spokesperson from their own ethnic group in an advertisement.

B. Less likely to respond to messages targeted specifically to them.

C. More likely to pay attention to ads.

D. More likely to trust brands that are not advertised.



Answer: C

Consumers who have a high level of intensity of ethnic identification are more likely to:

Consumers who have a high level of intensity of ethnic identification are more likely to:



A. Be variety seekers.

B. Exhibit the consumption patterns of the ethnic group.

C. Be brand loyal to the brand that they see the most on television.

D. Have a high level of motivation to seek out consumers in other ethnic groups.




Answer: B

Acculturated Hispanic Americans are those who:

Acculturated Hispanic Americans are those who:



A. Speak mostly Spanish but have adopted some regional U.S. customs.

B. Speak mostly English and have a high level of assimilation.

C. Can function in either English or Spanish.

D. Have not adapted but forgotten tradition.




Answer: B

In marketing Pampers disposable diapers, Procter & Gamble developed different versions of a TV ad to account for variations in language and accent in different regions of the German-speaking world. This is an example of marketers appealing to

In marketing Pampers disposable diapers, Procter & Gamble developed different versions of a TV ad to account for variations in language and accent in different regions of the German-speaking world. This is an example of marketers appealing to



A. Consumption patterns, as affected by the region of a country.

B. Disposal patterns, as affected by income level.

C. Attention to acquisition, as affected by distribution.

D. Communication patterns, as affected by the region of a country.



Answer: D

Anheuser-Busch uses Hispanic actors, as well as both Spanish and English language in its ads that are targeting Hispanic consumers. This is an example of a company using _____________ to appeal to a target market.

Anheuser-Busch uses Hispanic actors, as well as both Spanish and English language in its ads that are targeting Hispanic consumers. This is an example of a company using _____________ to appeal to a target market.




A. Multicultural marketing
B. Ethnocentric marketing
C. Ethnic stereotypes
D. Accommodation theory



Answer: A OR D

Clustering techniques are based on the principle that

Clustering techniques are based on the principle that




A. External factors can have a big impact on consumer behavior.

B. Consumers in the same neighborhood tend to buy the same products and services.

C. Ethnicity exerts a strong influence on the shopping behavior of consumers for products and services.

D. Culture exerts a strong influence on the shopping behavior of consumers for products and services.



Answer: B

Dual-career families have led an increasing number of husbands to:

Dual-career families have led an increasing number of husbands to:



A. Assume greater responsibility for household tasks and child rearing.

B. Early retirement due to stress.

C. Spend more time away from home trying to attain the ideal lifestyle.

D. Avoid going back to school to change careers.



Answer: A

Which of the following behaviors and attitudes do not characterize Baby Boomers?

Which of the following behaviors and attitudes do not characterize Baby Boomers?




A. They spend more time browsing the Internet than any other group.

B. They are heavy users of financial services.

C. Many are still in their peak earning years.

D. They value groups and collectivism.



Answer: D

Born and bred on TV, Xers tend to:

Born and bred on TV, Xers tend to:



A. Be quite open to influence by advertising.

B. Find exaggerated claims less objectionable than other generations.

C. Be cynical about obvious marketing techniques.

D. Find ads for unpopular products less objectionable than other generations.


Answer: C

Xers find success and achievement by:

Xers find success and achievement by:



A. Being at the very cutting edge of technology.

B. Investing in the stock market.

C. Trying to change the world.

D. Being rebellious.



Answer: A

What is one caveat about advertising to teens through a company website?

What is one caveat about advertising to teens through a company website?



A. Teens are not likely to use the Internet.

B. Teens tend not to be loyal to an individual site unless there is a specific appeal.

C. TV is a better medium for reaching teens.

D. Teens use the Internet primarily for accessing Facebook and other social networking sites.



Answer: B

What does the sleeper effect suggest about source credibility?

What does the sleeper effect suggest about source credibility?



A. If a receiver is not paying attention, a message cannot be effective.

B. Many people can learn the important parts of a message even when asleep.

C. The effectiveness of a message will increase over time.

D. The effectiveness of positive sources over negative sources can be erased over time.


Answer: D

Company meetings are being held to discuss introduction of a new cell phone. An expert on cell phones extolls the virtues of it. An oversees manager speaks and states that she knows nothing about cell phones, but the idea of a new phones to similar too the other company produces concerns her. Which of the two parties has the most immediate ability to change attitudes of the audience? What will happen over time?

Company meetings are being held to discuss introduction of a new cell phone. An expert on cell phones extolls the virtues of it. An oversees manager speaks and states that she knows nothing about cell phones, but the idea of a new phones to similar too the other company produces concerns her. Which of the two parties has the most immediate ability to change attitudes of the audience? What will happen over time?



A. The expert will have the most ability to change attitudes and his influence will be maintained even weeks later.

B. The expert will have the most ability to change attitudes, but his influence will decrease over time as the woman's argument gains in force.

C. Because the expat manager is most in agreement with other managers there, her opinion will have the most immediate influence, but over time the expert's opinion will gain in force

D. The managers opinion will be more likely to influence the audience initially, and her influence will extend into the future.



Answer: B

A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than would a blond-haired model, if the dark- haired model was not perceived to be too cultural unfamiliar. What two ideas of using celebrities as communication sources are most likely to be in play here?

A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than would a blond-haired model, if the dark- haired model was not perceived to be too cultural unfamiliar. What two ideas of using celebrities as communication sources are most likely to be in play here?





A. Celebrities should be attractive, but not too attractive.

B. The celebrity's image should match that of the product, and blond-haired models are too common for the exclusive image of gold.

C. The celebrity's image should match that of the product and should embody cultural meaning.

D. The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image.



Answer: C

Consumer Behavior Multiple Choice Questions Set - 20

20. All of the following are choice tactics used under low-effort consumer judgments and decision making except



a. habit.
b. brand loyalty.
c. utilizing price-quality relationships.
d. additive differential decisions.
e. buying the most familiar brand.


Answer: D
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