Part 1 Introduction
Chapter 1 Introduction
1. Which of the following decision should be considered legitimate topics of concern in the study of consumer behavior:
(a). selecting a college (b). purchasing a life insurance policy
(c). Smoking a cigarette (d).selecting a church to join
(e).selecting a dentist (f).visiting an auto showroom to see new models
(g).purchasing a college textbook
2. Consumption behavior begins with the step of:
(a). purchasing process (b). Information search and evaluation
(c). Problem recognition (d). Postpurchasing behavior
3. ____occurs when an individual perceives a difference between an ideal state of affairs and the actual state at any given moment.
(a). Problem recognition (b).search (c).alternative evaluation
(d).choice (e).outcome
4. The research scope of consumer behavior includes:
(a). Psychological characteristics of consumer such as needs, motives, personality, attitudes and general effect of such psychological process as perception and learning on consumer behavior
(b).Application of psychology research accomplishments on marketing strategies such as influences of such factors as brand, package, price, advertisement on consumer behavior
(c). Family, social group, social class, culture, subculture influences on consumer purchasing
5. From which of the following we can see the research of consumer behavior is being widened?
(a). From the past research of “customer” to present “consumer”
(b). From the simple describe of the relationship of variables to the study of the cause and effect relationship, and performing laboratory research of many problems
(c).The work abstract level improved
Many consumer theory models are put forward.
(d).From static concept to dynamic concept
6. What are the two parts psychology includes:
(a). Psychology process
(b). Psychology characteristic
(c).recognition and perception
(d).personality consciousness
7. AD( Absolutely Difference) refers to____
JND(Just Noticed Difference) refers to____
(a). The least difference that people can detect.
(b). The least stimulus that people can detect.
8. The discoverer of the forgetting curve is :
(a).Fisher (b).Wundt (c).Ebbinghaus (d).Herbent Simon
9. Explain the main difference of the theory of S-R, S-P-R, S-L-R, S-T(J)-R.
10.Choose the factors that influence consumer purchase:
(a). Education of family
(b).New product development and produce of enterprise
(c).Persuade ability of enterprise
(d). Function of brand
(e).Store location and service quality
11.What is consumer balance and what is the condition of it?
Answer: 1)a,b,e,g; 2)c; 3)a; 4)a,b,c; 5)a,b,c,d; 6)a,b; 7)b,a; 8)c; 10)a,b,c,d,e
Points
1、Consumer behavior is defined as those acts of individuals directly involves in obtaining, using, and disposing of economic goods and services, including the decision processes that precede and determine of these acts.
2、Psychology is a subject that studies the laws of people’s psychological activities. Generally, it includes two parts：1.Psychology process 2.Psychology characteristic
3、Absolutely Difference( AD):Just noticed Difference (JND):
Part 2 Consumer Decision Making
Chapter 2 Complex Decision Making
Choice Questions
1.Which of the following is a proper function for a consumer model :
A to provide an integrative view of consumer behavior
B to provide detailed guidelines for the development of media and advertising strategies
C to identify new product characteristics to meet consumer needs
D to provide a basis for organizing marketing activities
2.It is generally easier to organize information by:
A attribute B brand C neither D both
3.Stimuli are more likely to be perceived when they:
A conform to cultural norms B are complex
C deal with information about existing brands D relate to consumer needs
ANSWER: 1 A 2 A 3 D
True-False Questions
1.A model of consumer behavior is equally relevant for all product categories.
2.A model of consumer behavior should provide detailed guidance in establishing criteria by which to position a product.
3.A consumer’s action tendency toward a brand is represented by whether it was the brand last purchased.
4.Consumer information processing always requires interpretation and comprehension of a stimulus.
5.Generally, consumer like to use as few need criteria as possible in evaluating brands, consistent with choosing a satisfactory rather than an optimal product.
ANSWER: 1 F 2 F 3 F 4 F 5 T
Questions
A large auto manufacturer conducted a survey of recent car purchasers to determine their needs in buying a new car and their perceptions of the company’s makes so as to evaluate possible new product offerings. Information collected by the company can be classified into information dealing with each of the four stages of the decision-making model,namely:
A,Need arousal
1)consumer thought variables
2)consumer characteristics
B,Information processing
1)exposure to marketing stimuli
2)perceptions of marketing stimuli
C,Evaluation of alternative brands of cars
D,Purchase and postpurchase evaluation
Specify the types of information the auto manufacturer might collect from consumers for each of the four stages described above,
Specify the strategic applications of such information.
Points
consumer decision is the activity when the consumer chooses one alternative from two or more ones.
Chapter 3 Brand Loyalty
Choice Question
1.Habit is a means of :
A choosing and processing marketing information in an efficient
B insuring satisfaction based on past experience
C assessing the positive and negative attributes of a brand
D considering alternative brands and choosing the best one.
2.Brand loyalty is a result of :
A a favorable attitude towards the brand
B repurchasing the brand over time
C reinforcement
D all of the above
3.Purchasing by habit tends to :
A increase risk
B decrease brand involvement
C reduce shopping time
D increase price sensitivity
4.Which of following concept is associated with classical conditioning:
A repetition B reinforcement C forgetting D satisfaction E all of the above
5.Which of following concept is associated with instrumental conditioning:
A contiguity B reinforcement C problem solving D information processing
6.Cognitive theory describes learning as a:
A stochastic process B repetitive process C process of problem solving
D behavioral process E all of above
7.Brand loyal consumers are more likely to be :
A opinion leaders B younger C self-confident in brand choice D innovators
8.Brand loyalty is more likely to occur when the brand is:
A well-known B a private brand C a durable D not seen as risky good
ANSWER: 1 B 2 D 3 C 4 A 5 B 6 C 7 C 8 A
True-False Question
1.Boredom with the existing brand might be a sufficient reason to cause a consumer to switch from habit to decision-making.
2.Widespread distribution provides an important reminder effect when consumers purchase by habit.
3.Cognitive learning theory is more relevant in understanding complex decision-making than habit.
4.Consumers who buy a brand regularly but are not strongly committed to it are brand loyal.
ANSWER: 1 T 2 T 3 T 4 F
Questions
This chapter suggests that boredom and desire for variety may result in a change from habit to decision making.
Is this more likely for certain product categories than others?
Is this more likely for certain consumers than others? That is, is there a “stick with it ” type as opposed to a “novelty seeker type”?
Points
Brand loyalty represents a favorable attitude toward and consistent purchase of a single brand over time.
Chapter 4 Low Involvement Decision Making
Choice Question
1.A low involvement decision model also involves a sequence of three steps. Place a___ next to the first step, a ___ next to the second, and a ___ next to the third.
A beliefs B intentions C behavior D need-arousal E evaluation
2.Buying by inertia generally involves
A high involvement and significant differences between brands
B high involvement and few differences between brands
C low involvement and significant differences between brands
D low involvement and few differences between brands
E none of the above
3.High involvement purchasing behavior does not involve one of the following
A consumer involvement B cognitive evaluation C passive learning D post- purchase evaluation E information processing
4.According to Krugman, television encourage passive learning because
A the advertising is active while the viewer is passive
B both the advertising and the viewer are passive
C the viewer can control the pace of viewing
D the viewer is active while the advertising is passive
5.According to Sherif’s theory of social judgement, a highly involved consumer would have
A a narrow latitude of rejection
B a narrow latitude of acceptance
C a wide latitude of acceptance
D a wide latitude of rejection
6.Advertising in a low involvement situation is not likely to
A increase brand awareness
B increase brand trial
C increase in-store brand recognition
D change brand attitudes
ANSWER: 1 A C E 2 D 3 C 4 A 5 B 6 D
True-False Question
1.Consumers are not highly involved with most products.
2.The primary basis for inducing trial under low involvement conditions is through price and in-store promotional strategies.
3.Marketing strategies should be directed to minimizing consumer problems in the high involvement case and to maximizing consumer benefits in the low involvement case.
4.The leading brand in a market should encourage variety-seeking behavior.
ANSWER: 1T 2 T 3 F 4 F
Points
A low involvement purchase is one where the consumer does not consider the product sufficiently important to his or her belief system and does not strongly identify with the product.
Chapter 5 Situational Determinants of Consumer Behavior
Choice Question
1.Which of the following is not a situational variable
A nutritional orientation B a social occasion C being in a store
D between meals E shopping for a gift
2.Which of the following situational influences is most likely to influence behavior
A the consumption situation B the social situation
C the environment situation D the in-store situation
3.Which of the following is not a characteristic of a usage or purchase situation
A time B social surrounding C brand attitude
D antecedent states E physical surroundings
4.The theory that best explain the relative influence of product versus situation on consumer behavior is
A dissonance theory B balance theory C attribution theory
D learning theory E assimilation/contrast theory
5.The situation “eating a snack while working at home” is made up of which of the following situational characteristics
A social surrounding B task definition
C time D antecedent states
6.Price sensitive consumers are most likely to be influenced by
A the usage situations B the purchase situation
C product attributes D the communication situation
E peer group influences
ANSWER: 1 A 2 A 3 C 4 C 5 B 6 B
True-False Questions
1. The assumption in most multiattribute models is that brand attitudes are the same, regardless of usage situation.
2. The greater the degree of brand loyalty, the more important are situational influence.
3. If a situation is close to behavior in time, then it is more likely to influence behavior.
4. Purchase situation variables are most likely to be defined by in-store conditions.
ANSWER: 1 T 2 F 3 T 4 T
Points
1、Type of situations：1.The Communications Situations；2.The Purchase Situation；3.The Consumption Situation
2、Characteristics of consumption situations：
1.The physical surrounding.
2.Social Surrounding.
3.Time.
4.Task definition.
5.Antecedent States.
Part 3 The Individual Consumer
Chapter 6 Consumer Perception
Question
1. What is perception and what is the basic characteristic of it?
2. Suppose that a consumer cannot recall seeing advertisements for any brand of hair spray other than her preferred brand even through she had the opportunity in a given day to see 20 or more competing ads. What explanation can be given?
3. Two consumers are exposed to the same ad. One is in the market for this product while the other is not. How might these two consumers differ in their perception of this ad?
4. Why is figure-ground concept important for designing an effective ad? Give an example to support you answer.
5. What is closure and how can it be used to marketers’ advantage?
Give an example to support you answer.
6. Distinguish between classical conditioning and instrumental conditioning and assess the relative importance of each in an analysis of consumer behavior.
7. Learning which increases the probability of a particular response being emitted is:
(a).* Instrumental conditioning
(b).*classical conditioning
(c).conditioned response
(d).hit-miss conditioning
8. “change in response to tendencies due to the effects of experience” is the definition of:
(a).dissonance
(b).fatigue
©*.learning
(d).reactive evaluation
9. Learning will occur more rapidly if:
(a)*.every response is rewarded
(b).there is a large interval between each response and reward
(c).the reward is large
(d).the respondent has a broad range of experience
10.Tell what is packaging , its benefit and how it can be used to influence consumers’ behavior.
11.Explain what is branding, brand loyalty and expected satisfaction. Use examples to support your answer.
12.Brand loyalty is a:
(a) general attribute across products
(b)product specific phenomenon, with high variability of loyalty across items.
13.In picking a brand name, What criteria should be followed?
14.How do consumers evaluate a brand? Use examples to explain what is conpensatory model and nonconpensatory model for consumers’ brand evaluation.
15.The product manager for a new brand of skin softener is considering two possible names: Soft Skin versus Dickson’ Skin Moisturizer. What name would you select?
16. For years, The Linx Company has had a reputation for producing high-quality crystal stemware. Because of economical pressure on consumers, the company plans to market a lower priced glass for the mass market. What branding strategy would you recommend? What are the trade-offs with your recommended strategy?
17.Generic brands are a new entry into the marketplace. Assume you are the manufacturer of the Green Giant canned vegetables. Would you introduce a generic line of canned vegetables? Explain your rationale.
18. Tell the definition of advertising and advantages and disadvantages of major advertising medias.
19. A recent study reveals that a particular ad was much more effective in magazine A than in magazine B, even though the readership of the two magazines is virtually identical. How can you explain this finding?
20. In this chapter we discussed many factors that can influence the perception of ads. What do you perceived as the important principles that can be learned from this chapter for making ads more effective?
21. Many critics contend that too much advertising today is gimmicky and cute. The argument if that creative people are carried away by flashy attention-attracting devices and are forgetting that good advertising must sell. How would you respond to this criticism?
22. Do you believe that recognition and/or recall measures are appropriate measures for advertising effectiveness?
Points
Perception is the process of organizing and interpreting sensory impressions in order to give meaning to the environment. Selection is the basic characteristic of perception .
Inferences are knowledge or beliefs that are not based on explicit information in the environment.
A means-end chain is a knowledge structure that links consumers’ knowledge about product attributes with knowledge about consequences and values.
Chapter 7 Consumer Needs and Motives
Choices
1 Enduring dispositions to strive to attain goals are called:
A: attitudes B: intention *C: motives D: aspirations E: recognized problem
2 ___ integrates motives into a purposeful pattern that is reflected in purchasing behavior.
A: The evoked set B: The charged need state
*C: The self-concept D: The rational-emotional center
3 That “Why don’t we just leave well enough alone?” is always ____customer’s say.
A: Q1 * B:Q2 C:Q3 D: Q4
True-False Questions
1 Motive patterns are not likely to be changed through persuasive activity of any type.(T)
2 The theory of needs –based approach to motivation is based on the Maslow’s hierarchy of need theory .(T)
3 Expectancy theory includes three variables, they are value, expectancy and reinforcer.(F)
Questions
1 Can motives be changed through advertising? Why or why not?
2 Can you distinguish needs with motives?
Points
Need refers to resulting from a discrepancy between an actual and a desired state of being
Motive refers to an activated state within a person that leads to goal-directed behavior. That is to say, motive is the direct reason of the behavior.
Chapter 8 Consumer Attitudes
Choices
1 which of the following is not one of the four functions of attitudes defined by Daniel Katz?
A: the utilitarian function B: the value-expressive function
C: the ego-defensive function D: the beliefs function
E: the knowledge function
2 Which of the following is not a true principle of attitude change ?
A: attitudes are easier to change than needs
B: weakly held attitudes are easier to change
C: attitudes of consumers with less confidence in brand evaluation are easier to change
D: culturally derived attitudes are easier to change
E: attitudes are easier to change if there is a low level of ego-involvement
3 Trying to convince non-users of a brand that it provides useful benefits is an attempt to change attitudes by using ____
A: the utilitarian function B: the value-expressive function
C: the ego-defensive function D: the evaluative function
E: the knowledge function
True-False Questions
1 In marketing situations, attitude change is probably best achieved by one or a few exposures, each of which encompasses a fairly large discrepancy.
2 Attitude consistsof three components, that is , cogntive, affectice and conative.
3 We can changes the consumer’s behavior by changing the attitude to the brand.
Questions
1 What explanations can you give for the contradictory evidence in the literature until recently regarding the relationship of change in attitude to a change in behavior? Is attitude change a valid marketing goal?
2 What is the relationship between evaluative criteria, beliefs, attitude and intention?
3 How can we change the existing attitudes?
Answer: 1 D 2 D 3 A 1F 2 T 3 T
Points
Attitudes are the amount of effect or feeling for or against a stimulus, such as a person, product, company or idea.
Attitude has some structure,and it consists of three components: cognitive, affective, intention.
Conclusion: It was found that in each case, a person’s buying intention could be predicted with considerable accuracy from knowledge of his corresponding attitude and subjective norm.
Chapter 9 Consumer Personality
Choices
1.____ is defined as responses to the outer stimuli in the same way .
A: Needs * B: Personality C: Intention D: Attitude
2. In A.I.O terminology, an ____is something generating both excitement and attention.
A: activity B: attitude C: intention * D: interest E: opinion
3.In A.I.O terminology, an ____is manifest behavior, such as shopping.
*A: activity B: attitude C: intention D: interest E: opinion
4. Life-styles are represented by consumer’____
A: brand attitude B: needs *C: activities D: perceptions E: beliefs
5.Life-styles research has been used by marketers to provide guidelines for ____
A: identifying target markets B: advertising C: product positioning
D: media selection *E: all of the above
6.When somebody always judges himself by the other ideals, we can call that kind of the formation of the self-conception_____.
A: self-evaluation *B: reflection evaluation C: social compare D: self formation
True-False Questions
1. Lifestyles are derivatives of a consumer’s personal value system and personality.(T)
2.Lifestyle is the operational measure of psychographics.(F)
3. Personality has not been demonstrated convincingly as a useful means of market segmentation.(T)
4. Consumer with a wide discrepancy between their actual and ideal self-image are more likely to be influenced by appeals to fantasy.(T)
Questions
1. What is the self-conception? How is it formed? Would measurement of self-concept be of any use to a brand manager who has full responsibility for the marketing of a new brand of household detergent?
2. How the dress forms and developes the self-conception?
Definition：
1、In consumer behavior, personality is defined as consistent responses to environmental stimuli.
2、A life-style is broadly defined as a mode of living that is identified by how people spend their time(activities); what they consider important in their environment(interests);and what they think of themselves and the world around them(opinions).
3、The self-concept, or self-structure, may be thought of as an organized configuration of perceptions of the self which are admissible to awareness.
4、Activities, Interests, and Opinions (AIO)
Part 4 Environmental Influences on Consumer
Chapter 10 Household Decision Making
Choices
1.One factor that is important in family decision making but not in individual decision making is :
A:stimulus expose B:changes in attitudes C:role specialization
D:advertising awareness E:post-purchase evaluation
2.The individual who has the role of influencing the type of stimuli the decision unit is exposed to is known as the:
A:information-gatherer B:influencer C:decision maker D:purchasing agent
E:consumer
3.Joint decisions are more likely when
A:the product is purchased frequently
B:there is little time to make a decision
C:the product is technologically complex
D:the level of perceived risk in purchasing is high
E:the product is likely to be used by more than one family member
4.When family members agree about goals, the primary strategy for conflict resolution is through
A:consensus B:accomodation C:coercion D:bargaining E:persuasion
5.When family members disagree about goals, the primary strategy for conflict resolution is through:
A:consensus B:accomodation C:problem solving
D:budgetary allocation E:role specialization
6.Wives tend to make the decision for:
A:automobiles B:food C:housing D:vacations E:garden tools
7.A joint decision is most likely to be made for
A:small appliances B:food C:housing D:automobiles E:garden tools
Answer:1 C 2 A 3 D 4 A 5 B 6 B 7 C
True-False Questions
1.Expressive roles are more likely to be performed by the husband, instrumental roles by the wife.
2.Joint decision making is more likely when there is little time pressure in making the decision.
3.Conflict is norm in family decision making.
4.The profile of the husband-dominant family suggests a family with more traditional values and attitudes towards marital roles.
5.The mother is the most important source of information for a child in evaluating alternative brands.
6.Most studies that have interviewed husbands and wives separatly have found little agreement between them regarding their respective influence on the purchase decision.
Answer: 1 F 2 T 3 T 4 T 5 F 6 F
Points
1、The U.S, Census Bureau defines a housing unit as having its own entrance(inside and outside ) and basic facilities .If the housing unit has people living in it ,they constitute a household.
2、A family is a group of two or more persons related by blood, marriage, or adoption who reside together.In view of function it can be defined as the basic unit of society , in which two or more persons live together for personal and municipal purpose. So family is one kind of household.
3、Consumer socialization refers to how children acquire knowledge about products and services and various consumption-related skills(such as how to search for bargains).
Chapter 11 Group Factors
Choices
1.Which of the following is membership group
A:symbolic groups B:avoidance groups C:aspirational groups
D:disclaimant groups E:none of the above
2.The most important influence on purchasing decisions is generally provided by
A:primary informal groups B:secondary informal groups
C:primary formal groups D:secondary formal groups
E:aspiration groups
3.A consumer whose main objective is self-maintenance and enrichment is most likely to accept which of the following types of influence
A:informational B:material C:comparative D:cultural E:normative
4.Normative influence is most closely linked to which of the following types of power
A:expert power B:bargaining power C:referent power D:reward power
E:coercive power
Answer:1 D 2 A 3 C 4 D
True-False Questions
1.Both membership and aspiration groups are reference groups.
2.A disclaimant group is a membership group.
3.Most group influence on consumer purchasing behavior is achieved through reward power.
4.Informational influence is an overrated aspect of group influence.Much of what passes for informational influence is really normative influence.
Answer: 1 T 2 T 3 F 4 F
Points
TABLE 11.1 Types of Influence Exerted by Reference Groups
TABLE11.2 Conditions Reflecting Informational,Comparative, and Normative Influences
Informational influence
1. The individual seeks information about various brands of the product from an association of professionals or independent group of experts .
2. The individual seeks brand-related knowledge and experience (such as how Brand A’s performance compares to Brand B’s ) from those friends,neighbors,relatives ,or work associates who have reliable information about the brands .
3. The individual’s observation of what experts do influences his or her choice of a brand (such as observing the type of car which police drive or the brand of TV which repair people buy ).
Comparative influence
4. The individual feels that the purchase or use of a particular brand will enhance the image which others have of him or her .
5. The individual feels that the purchase of a particular brand helps show others what he or she is ,or would like to be (such as an athlete ,successful businessperson ,etc. ).
6. The individual feels that those who purchase or use a particular brand process the characteristics which he or she would like to have.
7. The individual sometimes feels that it would be nice to be like the type of person which advertisements show using a particular brand .
Normative influence
8. The individual’s decision to purchase a particular brand is influenced by the preferences of people with whom he or she has social interaction .
9. The individual’s decision to purchase a particular brand is influenced by the preferences of family members .
10. The desire to satisfy the expectation which others have of him or her has an impact on the individual’s brand choice .
Chapter 12 Social Class Influences
Choices
1.The most important distinction between social classes is that they are likely to have different
A:life-style B:brand perceptions C:patterns of group influence
D*:value systems E:personality characteristics
2.The group that is most likely to engage in impulse purchasing is the
A:upper-upper class B:lower-upper class C:upper-middle class
D*:lower-middle class E*:upper-lower class F*:lower-lower class
3. The group that is most likely to emphasize quality and value in purchasing is the
A*:upper-upper class B*:lower-upper class C*:upper-middle class
D:lower-middle class E:upper-lower class F:lower-lower class
4.The reason that upper and upper-middle class consumers tend to engage in more active leisure activities than lower-class consumers is
A:to make up for less activity in their occupations
B*:as a means of self-ecpression
C:because of more disposable income
D:to spend more time with their families
E:because they are more achievement oriented
True-False Questions
1.Income is the best criterion of social stratification in Chinese society.
2.Lower class consumers tend to be more oriented to traditional values.
3.Social classes are face to face groups that exert direct influence on the individual consumer.
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