Question 1

Which of the following processes is not fundamental in explaining how consumers think and learn about products and brands?

a) Cognition.

b) Perception.

c) Learning.

d) Personality.

Question 2

Which of the following is not an example of consumer behaviour?

a) Claire buying a new car.

b) Ashley buying a new home theatre/cinema system.

c) Sarah deciding on a college or university to attend.

d) Marcus ordering a new computer system for his work.

Question 3

Bollywood cinema aimed at audiences in the Indian sub-continent and at diaspora around the world, using strong love and ethical themes, and a musical format, is an example of:

a) Group influence.

b) Ethnic marketing.

c) Social grade.

d) Lifestyle.

Question 4

With respect to consumer behaviour, one's friends and relatives could be considered a/an:

a) impersonal influence.

b) reference group influence.

c) perceptual influence.

d) institutional influences.

Question 5

Which of the following is not part of the consumer proposition acquisition process?

a) Motive development.

b) Information gathering.

c) Proposition evaluation.

d) Perception.

Question 6

Which of the following is typically not a result of recognizing the importance of ethnic groups by marketers?

a) Use of an undifferentiated one-size-fits-all marketing strategy.

b) Different pricing strategies for different groups.

c) Variations in product offerings to suit the wants of a particular group.

d) Study of ethnic buying habits to isolate market segments.

Question 7

The single group within society that is most vulnerable to reference group influence is:

a) the older consumer who feels somewhat left out of things.

b) the married women, many of whom feel a need for stability in their lives.

c) new immigrants who really want to assimilate into their new culture.

d) children, who base most of their buying decisions on outside influences.

Question 8

Which of the following can be described as an affective mental state?

a) Attitudes.

b) Opinions.

c) Values.

d) Conative.

Question 9

_______________can be defined as the aspect of our psyche that determines the way in which we respond to our environment in a relatively stable way over time.

a) Perception

b) Personality

c) Learning

d) Memory

Question 10

An imbalance between a consumer's actual and desired state in which recognition that a gap or problem needs resolving is called:

a) motive development.

b) an attitude.

c) a self-concept.

d) Product Evaluation.

Question 11

According to Maslow's Hierarchy of Needs theory, the need for fulfilment, for realizing one's own potential, and for fully using one's talents and capabilities are examples of __________ needs.

a) self-actualization

b) physiological

c) social

d) esteem

Question 12

A person who is in the position of attempting to satisfy their needs at the most basic level is operating at the level of Maslow's needs hierarchy called the need for:

a) self-actualization.

b) esteem.

c) physiological needs.

d) belongingness.

Question 13

Which of the following is an assumption in Maslow's hierarchy of needs?

a) Needs are dependent on culture and also on social class.

b) Lower-level needs must be at least partially satisfied before higher needs can affect behaviour.

c) Needs are not prioritized or arranged in any particular order.

d) Satisfied needs are motivators, and new needs emerge when current needs remain unmet.

Question 14

Opinions can be referred to as cognitive and:

a) are a measure of the emotional content of the opinion.

b) deal with the aesthetic content of the opinion.

c) refer to the individual's knowledge and information about an object or concept.

d) measure the speed with which one learns about others' opinions.

Question 15

Providing free samples of perfumes (scent) in magazines is an example of which of the following?

a) Classical conditioning.

b) Operant conditioning.

c) Social learning.

d) Behavioural learning.

Question 16

Which of the following is not an example of habitual decision making?

a) Buying a latte from Starbucks every morning on the way to work.

b) Buying your favourite brand of shampoo in your fortnightly grocery shop.

c) Setting up a mortgage account with a new bank.

d) Running to the shop every Sunday to purchase the Sunday papers.

Question 17

Post-purchase re-evaluation of the consumer product acquisition process attempts to measure the degree of:

a) selling success experienced by the vendor.

b) consumer satisfaction with the purchase.

c) follow-up effectiveness of the firm.

d) advertising influence on the purchase.

Question 18

Which of the following consumer buying behaviours requires the least effort?

a) High involvement buying situation.

b) New buying situation.

c) Routine buying.

d) Impulsive buying.

Question 19

When analysing consumer lifecycles, marketers look at consumers in differing stages of their life. Many models upon which these are based were developed in the 1960s. Since then a lot has changed in 'consumer lifecycles'. Which emerging trends should marketers take into consideration?

a) Fewer people are getting married.

b) People getting married at a later age.

c) More couples co-habiting.

d) All of the above.

Question 20

The process that creates changes in behaviour is called:

a) selective adaptation.

b) learning.

c) involvement manipulation.

d) attitude adjustment.

Question 1

Which of the following processes is not fundamental in explaining how consumers think and learn about products and brands?

Your answer:

d) Personality.

Feedback:

Consumer behaviour is a term that refers to individual and/or household buying behaviour. Business-to-business buying behaviour is about how organizations, institutions and government buying behaviour and is different because of its context.Page reference: 80

Question 2

Which of the following is not an example of consumer behaviour?

Your answer:

d) Marcus ordering a new computer system for his work.

Feedback:

Consumer behaviour is a term that refers to individual and/or household buying behaviour. The example of Marcus buying a computer for work use is a business purchasing situation. Page reference: 80

Question 3

Bollywood cinema aimed at audiences in the Indian sub-continent and at diaspora around the world, using strong love and ethical themes, and a musical format, is an example of:

Your answer:

b) Ethnic marketing.

Feedback:

Ethnic marketing - use of a new marketing mix, e.g. Bollywood cinema is aimed at audiences in the Indian sub-continent and at diaspora around the world, using strong love and ethical themes, and a musical format.Page reference: 110

Question 4

With respect to consumer behaviour, one's friends and relatives could be considered a/an:

Your answer:

b) reference group influence.

Feedback:

One's friends and relatives could be considered a reference group. Consumers learn naturally through imitation. They learn, for instance, by observing and copying their parents and friends, and significant others generally. As consumers we may consider our opinions, attitudes, values, and behaviour patterns in relation to those of our reference groups. Reference groups are those groups 'that the individual tends to use as an anchor point for evaluating his/her own beliefs and attitudes. A reference group may be positive; i.e. the individual patterns his or her own beliefs and behaviour to be congruent with those of the group, or it can be negative' (AMA, 2009).Page reference: 102

Question 5

Which of the following is not part of the consumer proposition acquisition process?

Your answer:

d) Perception.

Feedback:

The consumer proposition acquisition process consists of six distinct stages: motive development, information gathering, proposition evaluation, proposition selection, acquisition/purchase, and re-evaluation. The model is useful because it highlights the importance and distinctiveness of proposition selection and re-evaluation phases in the process.Page reference: 83

Question 6

Which of the following is typically not a result of recognizing the importance of ethnic groups by marketers?

Your answer:

a) Use of an undifferentiated one-size-fits-all marketing strategy.

Feedback:

The use of an undifferentiated one-size-fits-all marketing strategy is an example of not recognizing the importance of ethnic groups. In an increasingly globalized society, increasing interest has been placed in how we market goods and services to ethnic groups within particular populations. Since these groups can often be quite large and have their own unique customs, they represent an opportunity either to build a niche (ethnic) market or to consolidate an existing market, i.e. by appealing to a new set of consumers in addition to the old.Page reference: 110

Question 7

The single group within society that is most vulnerable to reference group influence is:

Your answer:

d) children, who base most of their buying decisions on outside influences.

Feedback:

For children and adolescents role models include both parents and famous athletes and entertainers, but of these groups parents are the more influential (Martin and Bush, 2000). Parents socialize their children from a young age into purchasing and consuming the same brands that they buy; in some cases actively teaching them consumer skills- materialistic values and consumption attitudes-in their teenage years.Page reference: 92-93

Question 8

Which of the following can be described as an affective mental state?

Your answer:

a) Attitudes.

Feedback:

It is important for the marketer to understand the difference between the three different mental states: opinions, values and attitudes. Opinions tend to be cognitive (i.e. based on thoughts). Attitudes are what psychologists call affective, in that they are linked to our emotional states. Finally, psychologists refer to values as conative.Page reference: 101-102

Question 9

_______________can be defined as the aspect of our psyche that determines the way in which we respond to our environment in a relatively stable way over time.

Your answer:

b) Personality

Feedback:

Personality can be defined as the aspect of our psyche that determines the way in which we respond to our environment in a relatively stable way over time. There are various theories of personality. Three main approaches are considered as follows:

1. The psychoanalytic approach, which stresses self-reported unconscious desires.2. Trait theory which stresses the classification of personality types.

3. The self-concept approach, which is concerned with how we perceive ourselves as consumers.Page reference: 94

Question 10

An imbalance between a consumer's actual and desired state in which recognition that a gap or problem needs resolving is called:

Your answer:

a) motive development.

Feedback:

The motive development model begins when we decide we need to acquire a product. This involves the initial recognition that some sort of problem needs solving. To begin to solve the problem, we must become aware of it.Page reference: 83

Question 11

According to Maslow's Hierarchy of Needs theory, the need for fulfilment, for realizing one's own potential, and for fully using one's talents and capabilities are examples of __________ needs.

Your answer:

a) self-actualization

Feedback:

This is an example of self-actualization needs. According to Maslow, we seek to satisfy our lower-order physiological needs first, before our safety needs, before our belongingness needs, our esteem needs, and finally our need for self-actualization. Although there is little research evidence to confirm Maslow's hierarchy, the concept does possess logical simplicity, and seems obvious, which makes it a useful tool in understanding how we prioritize our own human needs.Page reference: 98

Question 12

A person who is in the position of attempting to satisfy their needs at the most basic level is operating at the level of Maslow's needs hierarchy called the need for:

Your answer:

c) physiological needs.

Feedback:

This is an example of physiological needs. According to Maslow, we seek to satisfy our lower-order physiological needs first, before our safety needs, before our belongingness needs, our esteem needs, and finally our need for self-actualization. Although there is little research evidence to confirm Maslow's hierarchy, the concept does possess logical simplicity, and seems obvious, which makes it a useful tool in understanding how we prioritize our own human needs.Page reference: 98

Question 13

Which of the following is an assumption in Maslow's hierarchy of needs?

Your answer:

b) Lower-level needs must be at least partially satisfied before higher needs can affect behaviour.

Feedback:

According to Maslow, we seek to satisfy our lower-order physiological needs first, before our safety needs, before our belongingness needs, our esteem needs, and finally our need for self-actualization. Although there is little research evidence to confirm Maslow's hierarchy, the concept does possess logical simplicity, and seems obvious, which makes it a useful tool in understanding how we prioritize our own human needs.Page reference: 98

Question 14

Opinions can be referred to as cognitive and:

Your answer:

c) refer to the individual's knowledge and information about an object or concept.

Feedback:

The marketer needs to understand the difference between these three different mental states. Opinions are cognitive (i.e. based on thoughts). Attitudes are what psychologists call affective, in that they are linked to our emotional states. Values are conative, i.e. they are linked to our motivations and behaviour.Page reference: 101-102

Question 15

Providing free samples of perfumes (scent) in magazines is an example of which of the following?

Your answer:

a) Classical conditioning.

Feedback:

Perfume and aftershave manufacturers (e.g. L'Oreal) place free samples of their products in sachets in the magazines read by their target audience. This approach cleverly means that whenever a reader sees an advert for that brand of perfume or aftershave they associate the image they see (the unconditioned stimulus) with the smell (the conditioned stimulus), and so are more likely to purchase the product when they see its image in the future.Page reference: 91-92

Question 16

Which of the following is not an example of habitual decision making?

Your answer:

c) Setting up a mortgage account with a new bank.

Feedback:

When our needs are active in the decision making process, we can satisfy our needs thought either habit (routine decision making) or picking (deliberate and deep decision making). In short, a habit is a repetitive form of behaviour, often undergone without conscious rational thought in a routine way. In contrast, picking is the process of deliberative selection of a product or service from amongst a repertoire of acceptable alternatives. Setting up a mortgage account with a new bank is notan example of habitual

decision making, but an example of picking (deliberate and deep decision making).Page reference: 99

Question 17

Post-purchase re-evaluation of the consumer product acquisition process attempts to measure the degree of:

Your answer:

b) consumer satisfaction with the purchase.

Feedback:

Post-purchase we are motivated to re-evaluate our beliefs, attitudes, opinions, or values if the position we hold at one point in time is not the same as the position we held at an earlier period due to some intervening event, circumstance, or action. This difference in evaluations, termed cognitive dissonance, is psychologically uncomfortable for us and causes anxiety.Page reference: 85

Question 18

Which of the following consumer buying behaviours requires the least effort?

Your answer:

c) Routine buying.

Feedback:

A routine purchase is a purchase which we make regularly. Because the purchase is regular we do not become particularly involved in the decision-making process. We simply buy the product again that we bought previously.Page reference: 85

Question 19

When analysing consumer lifecycles, marketers look at consumers in differing stages of their life. Many models upon which these are based were developed in the 1960s. Since then a lot has changed in 'consumer lifecycles'. Which emerging trends should marketers take into consideration?

Your answer:

d) All of the above.

Feedback:

It is hypothesized that people in the same stages of life purchase and consume similar kinds of products. In research undertaken in America in the 1960s, Wells and Gubar (1966) determined that there were nine categories of lifecycle stage in a consumer's life, from leaving home to living as a solitary survivor, i.e. without a spouse. However, the lifecycle concept might need a degree of readjustment to take into account that fewer people are getting married, and at a later age, than they were in the 1960s, and increasingly there is a move by couples towards cohabiting.Page reference: 108

Question 20

The process that creates changes in behaviour is called:

Your answer:

b) learning.

Feedback:

In marketing terms, consumers are continually learning about new product and service characteristics, their performance, and new trends. But what is learning? Learning is the process by which we acquire new knowledge and skills, attitudes and values, through the mediums of study, experience, or modelling others' behaviour. There are numerous theories of human learning, including classical conditioning, operant conditioning, and social learning.Page reference: 91