Consumer Behavior Multiple Choice
1. Kimberly really wants to go on a hiking trip to Colorado. She has been
climbing with her family for several years and now she is off from school
for the summer. As an internal consumer process, this is an example of
having
A. Motivation, ability, and opportunity.
B. Exposure, disposal, and memory.
C. Acquisition, usage, and disposal.
D. Perceptiveness, retention, and memory
2. Even if consumers are exposed to information about a
product, there must first be in order for it to have an effect.
A. Exposure
B. Ability
C. Perception
D. Opportunity
3. Reference groups are a group of people
A. We go to when we want to increase our knowledge of social influence.
B. Who are experts to whom we can ask brand and product information.
C. Who are subcultural groups.
D. We compare ourselves to for information about ourselves
4. In marketing, positioning refers to
A. Where the brand is placed on the stores' shelves.
B. How the consumer perceives the brand in relation to the competition.
C. Where to place marketing communications for a brand so it capture
the consumer's attention.
D. How to develop attractive packaging to entice consumers to try
the brand.
5. The Wild Planet toy company, based on the video, studies the
consumer behavior of:
A. Product purchasers (parents)
B. Product users (kids)
6. Virgin Atlantic, based on ad showing 2 men marrying, shows evidence
,that the ad appeals to business travelers.
, A. True
B. False
7. In the table below, there is a relationship between % spent on housing,
food and % spent on entertainment. The higher the % spent on housing,
food the higher the % spent of entertainment.
A. True
B. False
8. The Diesel jeans
ads appeal to ones self.
A. Ideal
B. Actual
C. Complex
9. The is the consumer's perception of the way we want
things to be.
A. Desirable stimulation level
B. Ideal state
C. Actual state
D. Optimal stimulation level
10. The is the consumer's perception of the way things
actually are.
A. Desirable stimulation level
B. Ideal state
C. Actual state
D. Optimal stimulation level
11. The greater the discrepancy between the ideal state and the actual
state, the:
A. Lower the recall for marketing communications.
B. Higher the ability to process information about the product.
C. Lower the number of support arguments to marketing
communications about the ideal state.
D. More likely the consumer is to act.
12. Thirty years ago, consumers did not think much about the
1. Kimberly really wants to go on a hiking trip to Colorado. She has been
climbing with her family for several years and now she is off from school
for the summer. As an internal consumer process, this is an example of
having
A. Motivation, ability, and opportunity.
B. Exposure, disposal, and memory.
C. Acquisition, usage, and disposal.
D. Perceptiveness, retention, and memory
2. Even if consumers are exposed to information about a
product, there must first be in order for it to have an effect.
A. Exposure
B. Ability
C. Perception
D. Opportunity
3. Reference groups are a group of people
A. We go to when we want to increase our knowledge of social influence.
B. Who are experts to whom we can ask brand and product information.
C. Who are subcultural groups.
D. We compare ourselves to for information about ourselves
4. In marketing, positioning refers to
A. Where the brand is placed on the stores' shelves.
B. How the consumer perceives the brand in relation to the competition.
C. Where to place marketing communications for a brand so it capture
the consumer's attention.
D. How to develop attractive packaging to entice consumers to try
the brand.
5. The Wild Planet toy company, based on the video, studies the
consumer behavior of:
A. Product purchasers (parents)
B. Product users (kids)
6. Virgin Atlantic, based on ad showing 2 men marrying, shows evidence
,that the ad appeals to business travelers.
, A. True
B. False
7. In the table below, there is a relationship between % spent on housing,
food and % spent on entertainment. The higher the % spent on housing,
food the higher the % spent of entertainment.
A. True
B. False
8. The Diesel jeans
ads appeal to ones self.
A. Ideal
B. Actual
C. Complex
9. The is the consumer's perception of the way we want
things to be.
A. Desirable stimulation level
B. Ideal state
C. Actual state
D. Optimal stimulation level
10. The is the consumer's perception of the way things
actually are.
A. Desirable stimulation level
B. Ideal state
C. Actual state
D. Optimal stimulation level
11. The greater the discrepancy between the ideal state and the actual
state, the:
A. Lower the recall for marketing communications.
B. Higher the ability to process information about the product.
C. Lower the number of support arguments to marketing
communications about the ideal state.
D. More likely the consumer is to act.
12. Thirty years ago, consumers did not think much about the
