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Exam 5: Understanding Consumer Behavior

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Question 1

Multiple Choice

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A(n) __________ for information is needed when past experience or knowledge is insufficient, the risk of making a wrong purchase decision is high, and the cost of gathering information is low.

A) external search
B) cognitive search
C) alternative search
D) internal search
E) postpurchase search

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A

Question 2

Multiple Choice

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How would consumers who purchased a new and innovative Nike LeBron X basketball shoe for $315 try to reduce any cognitive dissonance they feel?

A) Limit their information search to an internal one.
B) Minimize problem solving involvement.
C) Read ads for the new basketball shoe even after the purchase has been made.
D) Conceal the product purchase from others.
E) If the shoe is comfortable and gives the requisite support, there will be no cognitive dissonance.

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Question 3

Multiple Choice

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In terms of consumer involvement and product knowledge, which of the following is appropriate for purchase situations that do not merit a great deal of time or effort?

Pepsi-Cola made "freshness" an important product attribute when it stamped freshness dates on its cans. Prior to doing so, few consumers considered freshness an issue for soft drinks. Pepsi-Cola is trying to change consumers' attitudes toward its soft drinks by

Dating services, such as Match.com and eHarmony, and fragrance companies would try to appeal to what level in the Maslow hierarchy of needs?

In the VALS framework, a person's resources include all of the following except

Retailers can reduce problems associated with selective retention by

Word of mouth refers to

Which stage in the consumer purchase decision process suggests criteria to use for the purchase, yields brand names that might meet the criteria, and develops consumer value perceptions?

Selective exposure is most likely to occur during which stage of the consumer purchase decision process?

In the Maslow hierarchy of needs, the most basic needs are physiological, followed by safety, social, and personal. What category of needs is at the highest level?

The VALS framework segments consumers based on

Toro introduced a small, lightweight snowblower called the Snow Pup. Even though the product worked, sales failed to meet expectations. Toro later found out that consumers perceived the name to mean that Snow Pup was a toy or too light to do any serious snow removal. When the product was renamed Snow Master, sales increased sharply. This is likely an example of

An example of a marketer-dominated source of information consulted during an external search would include

There are various nonprofit publications dedicated to assisting in consumer education and decision making. Examples of these public sources of information for an external information search include Consumer Reports, __________, and TV consumer programs.

Which of the following is not an example of a marketer-dominated source of information consulted during an external search?

Asian Americans who are conversant in English, highly educated, hold professional and managerial positions, and exhibit buying patterns very much like typical American consumers are referred to as __________ Asian Americans.

The long-running U.S. Army recruiting advertisement that invited enlistees to "Be All You Can Be" appeals to which Maslow hierarchy of needs level?

VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, consumers motivated by ___________ desire social or physical activity, variety, and risk.

An Asian American family whose relatives emigrated four generations ago has three children. The oldest son, George, is in medical school. Susan, at the age of 21, is a concert pianist. Brent is a second-year business student. This family is likely to exhibit which of the following Asian American buying patterns?