Test bank consumer behavior 10e schiffman kanuk chapter 06

A objective reality; their previous experiences B their previous experiences; their perceptions C their perceptions; objective reality D their perceptions; their previous experiences E t

Trang 1

Consumer Behavior, 10e (Schiffman/Kanuk)

Chapter 6 Consumer Perception

1) Individuals act and react on the basis of , not on the basis of

A) objective reality; their previous experiences

B) their previous experiences; their perceptions

C) their perceptions; objective reality

D) their perceptions; their previous experiences

E) their previous experiences; peer pressure

Answer: C

Diff: 1 Page Ref: 154

AACSB: Reflective Thinking

Skill: Concept

Objective: 6.1: Understand the sensory dynamics of perception

2) Which of the following products is likely the most difficult to position or differentiate clearly from competition?

Skill: Application

3) The process by which an individual selects, organizes, and interprets stimuli into a meaningfuland coherent picture of the world is known as

Trang 2

4) can simply be described as "how we see the world around us."

5) is(are) the immediate and direct response of the sensory organs to stimuli A) Sensory receptors

6) Products, packages, brand names, advertisements, and commercials are examples of

7) As sensory input , our ability to detect changes in input or intensity A) decreases; increases

B) increases; increases

C) decreases; remains constant

D) remains constant; decreases

E) increases; remains constant

Trang 3

8) The point at which a person can detect a difference between "something" and "nothing" is that person's for that stimulus

9) Two people driving together may spot a billboard at different times This means they have different

10) John drives by the same billboard every day on his way to work He has seen the billboard somany times, that he no longer notices it This is an example of

11) Sensory adaptation is of concern to national advertisers, who try to continuously change their

Trang 4

12) Some TV ads decrease sensory input by using silence in their ads to generate attention This

is a form of advertising used in order to overcome

Skill: Application

13) The minimal difference that can be detected between two similar stimuli is called the

14) Weber's law states that

A) the stronger the initial stimulus, the weaker the second stimulus must be to exceed the j.n.d B) the j.n.d of a second stimulus is inversely related to the strength of the original stimulus C) the stronger the initial stimulus, the greater the second stimulus must be to exceed the j.n.d D) consumers who buy the same products regularly are more likely than those who buy less frequently to notice changes in price, packaging, or product attributes

E) the more information consumers are given about a particular product, the more likely they are

to purchase that product

Trang 5

15) Which of the following is true of j.n.d.?

A) Decreasing prices below consumers' j.n.d is likely to cause a significant rise in sales

B) Making product improvements that far exceed consumers' j.n.d is likely to maximize company revenues

C) There is no j.n.d for decreased product volume sold in existing packaging

D) Making drastic changes to a company's logo to an extent well beyond just below consumers' j.n.d allows companies to update their image without losing their ready recognition

E) Increasing prices below consumers' j.n.d is likely to go unnoticed by consumers

Answer: E

Skill: Application

16) A stimulus may be too faint or brief to be consciously seen or heard, such as a deeply embedded or a very briefly flashed image, but may still be perceived by one or more sensory receptor cell This is called

17) are the two kinds of inputs that interact to form individual perceptions

A) Subliminal messaging and physical stimuli

B) Contrast and creativity

C) Change and consistency

D) Physical stimuli and predispositions based on previous experience

E) Predispositions based on previous experience and creativity

Trang 6

18) Which of the following is true of the relationship between consumers' perceptions and their expectations?

A) Stimuli that align closely with expectations tend to receive more attention than those that conflict sharply with expectations

B) Ads with irrelevant sexuality generally lead to better recall of the product advertised due to the attention-getting nature of the sexual content

C) People tend to make observations and arrive at conclusions completely independent of their expectations

D) Consumers tend to perceive products and product attributes according to their own

expectations

E) What consumers expect to see is completely dependent on their previous first-hand experiencewith the particular product or advertising medium

Answer: D

Skill: Concept

Objective: 6.2: Learn about the three elements of perception

19) Which of the following is true of the relationship between consumers' perceptions and their motives?

A) In general, there is a heightened awareness of stimuli that are irrelevant to consumers' needs B) The stronger the consumer's need, the greater the tendency to ignore related stimuli in the environment

C) In general, there is decreased awareness of stimuli that are relevant to consumers' needs D) The stronger the consumer's need, the greater the tendency to pay attention to related stimuli

in the environment

E) Consumers tend to pay equal attention to all advertising, regardless of their needs at any giventime

Answer: D

Skill: Concept

20) is a concept related to perception People actively seek out messages that they findpleasant and actively avoid painful or threatening ones

A) Selective attention

B) Selective exposure

C) Perceptual defense

D) Perceptual blocking

Trang 7

21) After buying a Mini Cooper, Kate began paying more attention to advertisements for Mini and spent more time on websites reading about how much Mini drivers love their cars This is anexample of .

22) refers to consumers' heightened awareness of stimuli that meet their needs or interests, and minimal awareness of stimuli irrelevant to their needs

23) Listening to the radio on the way home from work, Paul is particularly aware of an ad for McDonalds because he is getting hungry This is an example of

Trang 8

24) Consumers subconsciously screen out stimuli that they find psychologically threatening, even though exposure has already taken place This is consistent with the perception factor of

25) Which of the following is true of selective perception?

A) Consumers actively seek out messages that are painful or threatening

B) Consumers selectively expose themselves to advertisements that reassure them of the wisdom

of their purchase decisions

C) Consumers have a heightened awareness of stimuli irrelevant to their needs and minimal awareness of stimuli that meet their needs or interests

D) Threatening stimuli are more likely to be consciously perceived than are neutral stimuli E) Consumers are unable to block excessive stimuli from conscious awareness

Answer: B

Diff: 3 Page Ref: 163-164

Skill: Concept

26) Canada requires tobacco firms to feature graphic health warnings on cigarette packs In a perception context, this is to try to combat where people no longer pay attention to the warning labels on packets

Trang 9

27) Consumers need to protect themselves from being bombarded with stimuli by simply tuning out such stimuli from their conscious awareness This is known as

28) Joe passes many billboards on his way to work, but rarely even recognizes that they are therebecause he is paying attention to the road By blocking the stimuli of the billboards from his conscious awareness, Joe is engaging in

29) In the figure and ground principle of Gestalt psychology,

A) the ground is usually perceived as distinct and central to the image

B) the common line that separates the figure and the ground is generally attributed to the ground C) figure-and-ground relationships are always interpreted in the same way

D) figure typically appears to be subordinate to ground and, therefore, less important

E) the ground is usually perceived as indefinite, hazy, and continuous

Trang 10

30) In product placement scenarios, marketers place an advertised product into a TV show or film by having it used by the cast, integrated into the plot, or associated with a character In product placements, the product is considered the and the show is the .A) entertainment; brand

B) figure; ground

C) ground; perceptual organization

D) perceptual block; perceptual organization

E) ground; figure

Answer: B

AACSB: Analytic Skills

Skill: Application

31) To simplify life, people have a natural tendency to select stimuli from the environment and organize them into groups and perceive them as a unified whole In a perception context, this is known as

32) Individuals express their need for by organizing their perceptions so that they form

Trang 11

33) When stimuli are highly ambiguous, an individual will usually

A) ignore them

B) block them out

C) interpret them according to one's own needs, wishes and interests

D) take extra time to understand the intentions of the source

E) consult others as to their meaning

Answer: C

Skill: Concept

34) When one retailer put a picture of an aloe vera leaf and the wording "aloe vera" on the surface of the mattress, consumers assumed that aloe vera was a component of the mattress coverand the retailer had great difficulty dispelling this misconception This is an example of

A) the halo effect

B) a consumer stereotype

C) the persistence of first impressions

D) effective product positioning

E) perceptual blocking

Answer: C

Skill: Application

35) Marketers take advantage of when they extend a brand name associated with one line of products to another

A) physical appearances

B) perceptual blocking

C) the halo effect

D) the persistence of first impressions

E) consumers' tendency to jump to conclusions

Trang 12

36) In 2009, the Axe brand launched a line of hair care products to complement its existing assortment of body washes and deodorants, hoping to leverage the Axe brand equity to expand into a new category of men's personal care products This is an example of a manufacturer taking advantage of .

A) physical appearances

B) perceptual blocking

C) the halo effect

D) the persistence of first impressions

E) perceptual blocking

Answer: C

Skill: Application

37) The essence of successful marketing is the image that a product has in the mind of the consumer, that is, its

38) creates an overall image of the company around which multiple products can be featured individually

A) Positioning against the competition

B) Positioning based on a specific benefit

C) Finding an "unowned" position

Trang 13

39) enables marketers to determine how their products or services appear to

consumers in relation to competitive brands

40) Wal-Mart is a cost-leader in terms of its highly efficient supply chain and its ability to negotiate steep volume discounts from manufacturers The retailer executes by passing those savings on to consumers in the form of lower prices

Diff: 2 Page Ref: 176, Table 6.4

Skill: Application

41) provides value by sharing with consumers the cost savings that the company has achieved by reducing the cost of providing the service

Trang 14

42) provides value by recognizing and reducing customers' perceptions of uncertainty and is particularly valuable in service settings due to the intangible nature of the product.

43) Garden Masters offers a 30-day money-back guarantee to reduce the perceived risk of purchasing a new lawn mower This is an example of

44) The Enthusiast magazine offers a discount over newsstand prices for readers who subscribe for 1 year, and even greater discounts for readers who pay for a 2-year subscription This is an example of

Trang 15

45) provides value by encouraging long-term relationships with the company that customers view as beneficial.

46) A is any price that a consumer uses as a basis for comparison in judging another price

47) are those prices currently offered at other retail outlets, whereas are those prices retrieved by the consumer from memory

A) External reference prices; internal reference prices

B) Transaction utilities; cognitive dissonances

C) Implausible high prices; objective price claims

D) Tensile price claims; plausible low prices

E) Relationship pricing schemes; satisfaction-based prices

Answer: A

Skill: Concept

Trang 16

49) Which of the following is true of services?

A) It is more difficult for consumers to evaluate the quality of products than the quality of services

B) Services are simultaneously produced and consumed

C) Services are tangible

D) Services are highly consistent in quality

E) Services are durable

Answer: B

Skill: Application

50) Consumers tend to use price as a surrogate indicator of quality if

A) they have little information with which to make their purchase decision

B) they have confidence in their ability to make an educated product or service choice

C) they are familiar with the brand name

D) they have experience with the store in which the product was purchased

E) they have experience with the product or service

Answer: A

Skill: Application

51) The purpose of institutional advertising is to

A) promote a specific product line

B) promote a specific retail outlet as a way of improving the manufacturer's image through the retail store image

C) boost the corporate image

D) enter a product category totally unrelated to the one with which the corporate name has become synonymous

E) promote the product category as a whole

Định dạng
Số trang	32
Dung lượng	99 KB