# 08084000 Consumer Decision Making Penn Foster - 41340

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EXAMINATION NUMBER:

08084000

Consumer Decision Making

1.         The XYZ Company has decided to run an ad that shows its product and a competitor’s product. The competitor’s product isn’t as good as that of XYZ. What technique is XYZ using in this ad?

A. Retrieval set

B. Evoked set

C. Attraction effect

D. Evaluation effect

2.         Alfred and his wife, Lynn, both work full time. They have two young children and are active in supporting their church.  According to this description, you would expect Alfred and Lynn to have _______ time.

A. little nondiscretionary                                             C. much discretionary

B. little discretionary                                                   D. much leisure

3.         You and your family are in the process of purchasing your first home. You expect to live in this home for the remainder of your life. Therefore, finding the perfect home is important to you. What process will you most likely use?

A. Noncompensatory evaluation strategy                  C. Limited problem solving

B. Compensatory evaluation strategy                        D. Extended problem solving

4.         A small group of consumers purchase things they don’t need and don’t even want just to

feel better about themselves. This situation is known as

A. compulsive consumption.                                      C. expectancy disconfirmation.

B. negative reinforcement.                                         D. consumption ritualization.

5.         Herbert’s car is four years old. Because he believes cars begin to have problems after

three years, he’s very interested in a new car. Herbert recognizes a need for a new car

because the age of his car differs enough from his _______ state.

A. perceived                                                               C. ideal

B. actual                                                                      D. Desired

6.         Manuel is buying a new camera. He has decided that price, size, and quality are the three main attributes. If all the attributes are equally important to him but he’s willing to trade some of one for another, he’ll probably use a _______ strategy.

7.         Orange growers often run ads about the health value of orange juice. Such ads are an

attempt to elicit _______ need recognition.

A. selective                                                                 C. actual

B. generic                                                                   D. Desired

8.         Before VCRs were available, consumers often had to miss a favorite TV show because

something prevented them from watching it. When VCRs were introduced, consumers

could watch a favorite show at their convenience. The result of the introduction of VCRs

was to

A. create a need.                                                        C. develop brand loyalty.

B. meet unperceived consumer needs.                     D. create a market.

9.         Melany is looking for a new dress for a special occasion. She feels she can afford to pay

no more than \$80 for the dress. In this example, Melany is using

A. a cutoff.                                                                  C. noncompensatory evaluation.

B. a signal.                                                                  D. compensatory evaluation.

10.       While she was watching TV last night, Kim saw many ads. The only one she remembers

today is one for a new product that interested her. That ad was the only one that achieved

A. retention.                                                                C. attention.

B. exposure.                                                               D. comprehension.

11.       In the cookie aisle of a supermarket, a cookie manufacturer has placed a tic-tac-toe game at child height. The game features company products and mascots that children can manipulate to play the game. This game is an example of a/an

A. physical store attribute.                                          C. incentive offer.

B. point-of-purchase display.                                      D. multichannel device.

12.       Which one of the following slogans aims to increase the level of usage of a product?

A. Try it—you’ll like it.                                                 C. You deserve our best.

B. Use it once a day for younger-looking skin.          D. Get the most for your money.

13.       Liz thinks shopping is a chore that has to be done. Therefore, she’s more likely to

A. compare brand labels.                                           C. use the Internet for shopping.

B. shop with friends.                                                   D. go bargain hunting.

14.       John and David went to a restaurant for dinner. John didn’t know anything about the

restaurant, but David had heard the food and service were excellent and the prices

reasonable. As it turned out, the food was good and reasonable, but the service was

mediocre. David was very disappointed, but John was satisfied. The difference in their

reactions can be explained by

A. cognitive dissonance.

B. conjunctive strategy.

C. the consumer decision process.

D. the expectancy disconfirmation model.

15.       Clyde is wondering whether he should add an Internet site where customers can place

orders for his products. In making this decision, Clyde should be aware that

A. most people who visit a Web site make a purchase.

B. the percent of people shopping in places other than a store is increasing.

C. in-home shoppers are usually older than shoppers at a store location.

D. in-home shoppers usually have a slightly lower household income than shoppers at a store location.

16.       Some consumers go to the movies at night while others go in the afternoon. Those who

market movies should use that information to segment their market based on

A. when consumption takes place.                            C. benefit desired.

B. demographics.                                                       D. the adolescent market.

17.       You recently purchased a new computer. Today you saw an ad for another computer brand that comes with a free printer. You wonder if you should have bought that brand instead of the one you purchased. You’re experiencing

A. selective need recognition.                                    C. categorization process.

B. negative reinforcement.                                         D. cognitive dissonance.

18.       Mark becomes slightly ill if he eats dairy products. However, if he takes a pill for people

who have this problem, he can have dairy products without becoming ill. Mark’s experience with this pill is an example of

A. negative disconfirmation.                                       C. negative reinforcement.

B. positive disconfirmation.                                        D. positive reinforcement.

19.       When Ada needed a new outfit for work, she went to a dress store that carries all the

brands she likes. After looking at the various dresses, she selected a new suit by Jones

of New York. This is an example of a/an _______ purchase.

A. fully planned                                                           C. unplanned

B. partially planned                                                     D. retailer-driven

20.       Because you worked late, you realize you’re not going to have time to cook when you get home. You think about the various restaurants and delis you’ll pass on your way home.  Your consideration of which of those your family would prefer is an example of

A. need recognition.                                                    C. pre-purchase evaluation.

B. search for information.                                           D. purchase decision.

21.       Which ethnographic technique would be most useful for developing a profile of consumers who are unaware of a product?

B. Consumer journey                                                             D. Extreme user interviews

22.       Two students are discussing point-of-purchase (POP) materials. Student A says that

POP promotions are usually expensive. Student B says that d-POP displays can be

implemented rapidly. Who is correct?

A. Only Student A                                                       C. Both students

B. Only Student B                                                       D. Neither student

23.       Why do consumers seeking health information on the Internet often use a search engine?

A. They’re ignorant of the best health information sites.

B. Search engines provide less irrelevant information.

C. They think information repeated across multiple sites is more reliable.

D. Search engines provide the most objective information.

24. Which of the following would appeal most to consumers seeking haptic information?

A. A free CD-ROM about a product

B. A store-window display of the product

C. Cut-out packaging letting them feel the product

D. A 3D model of the product on a company Web site

25.       For consumers seeking information on the Internet, a “funnel” search strategy would

A. generic product term.         C. brand name.

B. retailer name.                     D. specific product description.

Solution Description

1.         The XYZ Company has decided to run an ad that shows its product and a competitor’s product. The competitor’s product isn’t as good as that of XYZ. What technique is XYZ using in this ad?

A. Retrieval set

B. Evoked set

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