Consumer Behavior Exam 1|202
Complete Questions with Answers
Which of the following is NOT one of the four key tenets when considering
the study of consumer behavior? - -Market research looks narrowly at buyer
decisions to simplify the complexity of consumer behavior
- T/F Brand marketing is the concept of building a differentiated
recognizable identity for your company - -True
- The marketing role focused on driving customers into a company's
purchase funnel (the detailed steps in a customer journey from awareness to
purchase), pushing them through that funnel until they make a purchase and
doing so in a cost-effective way - -acquisition marketing
- T/F the conversion funnel is to move consumers from consideration to
awareness to purchase - -False
- T/F A marketers role relative to consumer behavior ends when the
consumer selects a service or purchases a promoted product - -false
- which of the following is not an internal influence that impacts an
individuals sense of self? - -marketing messages
- this is likely the most significant external influence on a consumers
behavior: includes values, norms, language, religion, cuisine and social
habits - -culture
- T/F brand is a name, term, design, symbol, or any other feature that
identifies one sellers good or service as distinct from those of other sellers -
-true
- business people truly needing to understand when and why consumers act
the way they do is ___________ - -the foundation of all strategies with which a
company moves forward
- T/F brand marketers seek to drive brand health which is often defined as
awareness and consideration of and affinity for a brand - -true
- this states that consumers unconscious desires drive purchase decisions
and therefore when marketing products and services companies should
appeal to those desires - -dichters theory of motivation
, - T/F innate needs are biological needs such as food water air clothing and
shelter - -true
- T/F marketing innovation is defined as developing compelling marketing
messages that highlight a products value proposition and differentiating
factors - -false
- this is the governing body that reviews and regulates advertising materials
to ensure that content is true and doesnt overpromise - -federal trade
commission
- according to the consumer motivation process diagram which of the
following is between "tension" and "action" - -motivation
- according to the text, savvy companies define their brands in terms of
_______ not simply by the products they sell - -the consumer needs they
satisfy
- which of the following is NOT one of the three facets of needs presented in
the reading? - -the variation among customer needs results in companies
hyper-targeted messages
- T/F McClellands human motivation theory can be used to influence how
managers set goals, provide feedback, and motivate and reward team
members - -true
- T/F the state of mind you experience as you search for something to fulfill
your need is your consumer framework - -false
- T/F Goal identification is part of consumers movement from identifying
needs and motivations to purchasing products and services - -True
- T/F physical stimuli from the outside environment is one of two primary
inputs to perception - -true
- T/F information search is not one of the first three stages of the consumer
decision-making process - -false
- T/F closure a critical element of Gestalt psychology deals with objects that
are part of a visual design being perceived as a group of pattern - -false
- a 16-ounce bottle of Dasani water might be placed next to a salad bar so
consumers can grab a salad and water at lunch when he or she is on the go.
this product placement exemplifies the Gestalt psychology element of
_________ - -proximity
, - _________ is the practice of placing ads in places where consumers dont
expect to see them or where they simply cant avoid them - -ambush
marketing
- the first step in understanding how to create or change perceptions is to -
-understand the elements of perception that consumers use to understand
the world around them
- when it comes to problem recognition in the case of ___________ marketers
can create advertisements that consumers hear and see so consumers
realize they have an unmet need awaiting fulfillment and that a marketers
product can fulfill that need - -external stimuli
- T/F perception is all about the objective reality of their environment - not
consumers subjective understanding of the world around them - -false
- T/F an example of how stimuli affects marketing efforts is Snapples
elimination of the plastic seal around bottle caps - -true
- weak stimuli involves __________ - -consumers adding bias as a means of
interpreting the stimuli
- ________ focuses on the automatic response that humans develop through
repeated exposure and reinforcement - -classical conditioning
- ________ based on the notion that learning occurs through a trial-and-error
process (also called operant conditioning) - -instrumental conditioning
- T/F cognitive learning is primarily concerned with how information is
processed by the human mind: how it is stored, retained and retrieved - -
true
- motivation, cues, response and reinforcement are all critical elements of
_______ - -consumer learning
- T/F repetition as a strategic application is what also enables marketers to
launch new product lines and product forms under the same brand name - -
false
- T/F the short term store within the human brain is a space where sensory
input lasts for just a second or two - -false
- cognitive theorists believe that _________ is a complex mental process that
happens because consumers make the conscious choice to process
information and store that information in their brains - -learning
Complete Questions with Answers
Which of the following is NOT one of the four key tenets when considering
the study of consumer behavior? - -Market research looks narrowly at buyer
decisions to simplify the complexity of consumer behavior
- T/F Brand marketing is the concept of building a differentiated
recognizable identity for your company - -True
- The marketing role focused on driving customers into a company's
purchase funnel (the detailed steps in a customer journey from awareness to
purchase), pushing them through that funnel until they make a purchase and
doing so in a cost-effective way - -acquisition marketing
- T/F the conversion funnel is to move consumers from consideration to
awareness to purchase - -False
- T/F A marketers role relative to consumer behavior ends when the
consumer selects a service or purchases a promoted product - -false
- which of the following is not an internal influence that impacts an
individuals sense of self? - -marketing messages
- this is likely the most significant external influence on a consumers
behavior: includes values, norms, language, religion, cuisine and social
habits - -culture
- T/F brand is a name, term, design, symbol, or any other feature that
identifies one sellers good or service as distinct from those of other sellers -
-true
- business people truly needing to understand when and why consumers act
the way they do is ___________ - -the foundation of all strategies with which a
company moves forward
- T/F brand marketers seek to drive brand health which is often defined as
awareness and consideration of and affinity for a brand - -true
- this states that consumers unconscious desires drive purchase decisions
and therefore when marketing products and services companies should
appeal to those desires - -dichters theory of motivation
, - T/F innate needs are biological needs such as food water air clothing and
shelter - -true
- T/F marketing innovation is defined as developing compelling marketing
messages that highlight a products value proposition and differentiating
factors - -false
- this is the governing body that reviews and regulates advertising materials
to ensure that content is true and doesnt overpromise - -federal trade
commission
- according to the consumer motivation process diagram which of the
following is between "tension" and "action" - -motivation
- according to the text, savvy companies define their brands in terms of
_______ not simply by the products they sell - -the consumer needs they
satisfy
- which of the following is NOT one of the three facets of needs presented in
the reading? - -the variation among customer needs results in companies
hyper-targeted messages
- T/F McClellands human motivation theory can be used to influence how
managers set goals, provide feedback, and motivate and reward team
members - -true
- T/F the state of mind you experience as you search for something to fulfill
your need is your consumer framework - -false
- T/F Goal identification is part of consumers movement from identifying
needs and motivations to purchasing products and services - -True
- T/F physical stimuli from the outside environment is one of two primary
inputs to perception - -true
- T/F information search is not one of the first three stages of the consumer
decision-making process - -false
- T/F closure a critical element of Gestalt psychology deals with objects that
are part of a visual design being perceived as a group of pattern - -false
- a 16-ounce bottle of Dasani water might be placed next to a salad bar so
consumers can grab a salad and water at lunch when he or she is on the go.
this product placement exemplifies the Gestalt psychology element of
_________ - -proximity
, - _________ is the practice of placing ads in places where consumers dont
expect to see them or where they simply cant avoid them - -ambush
marketing
- the first step in understanding how to create or change perceptions is to -
-understand the elements of perception that consumers use to understand
the world around them
- when it comes to problem recognition in the case of ___________ marketers
can create advertisements that consumers hear and see so consumers
realize they have an unmet need awaiting fulfillment and that a marketers
product can fulfill that need - -external stimuli
- T/F perception is all about the objective reality of their environment - not
consumers subjective understanding of the world around them - -false
- T/F an example of how stimuli affects marketing efforts is Snapples
elimination of the plastic seal around bottle caps - -true
- weak stimuli involves __________ - -consumers adding bias as a means of
interpreting the stimuli
- ________ focuses on the automatic response that humans develop through
repeated exposure and reinforcement - -classical conditioning
- ________ based on the notion that learning occurs through a trial-and-error
process (also called operant conditioning) - -instrumental conditioning
- T/F cognitive learning is primarily concerned with how information is
processed by the human mind: how it is stored, retained and retrieved - -
true
- motivation, cues, response and reinforcement are all critical elements of
_______ - -consumer learning
- T/F repetition as a strategic application is what also enables marketers to
launch new product lines and product forms under the same brand name - -
false
- T/F the short term store within the human brain is a space where sensory
input lasts for just a second or two - -false
- cognitive theorists believe that _________ is a complex mental process that
happens because consumers make the conscious choice to process
information and store that information in their brains - -learning
