Caitlin Feilmkt 4354

Caitlin FeilMKT 4354

Asia HawkinsChapter 5 Quiz

Lauren Martin

Olivia Gage

1. What is not an important influence on consumption?

1. Race and ethnicity
2. Gender
3. Geopolitics
4. Artistic Preferences

1. Which anthropologist referred to ads transmitting meaning as the “movement of meaning?”

1. Grant McCracken
2. Clifford Geertz
3. Zora Neale Hurston
4. Margaret Mead

1. When does the consumer decision making process begin?

1. When the consumer researches products and product brands
2. When the consumer perceives a need
3. When the consumer buys a product or service
4. When the consumer visits a business or store in order to buy the product they are needing

1. A ______benefit is typically a benefit not found in a product’s tangible features or objective characteristics.

1. Subjective
2. Functional
3. Emotional
4. Performance

1. What is the consumer’s first option for information in the decision making process?

1. Internal Search
2. Product Search
3. External Search
4. Marketing Research

1. What is the mode of consumer decision making for brand loyalty?

1. High involvement, low experience
2. Low involvement, low experience
3. Low involvement, high experience
4. High involvement, high experience

1. What is step one in the MAAMs analysis?

1. Specify evaluative criteria for relevant brands
2. Identify salient beliefs
3. Ask consumers to rate brands against criteria
4. Develop promotion response

1. Brands with high cultural capital are said to be what?

1. Motivational
2. Worth more
3. Valuable
4. Worth less

1. What happens in post purchase use and evaluation?

1. Cognitive dissonance
2. Making an informed choice
3. Customer satisfaction
4. Both A & C

1. Involvement refers to which of the following?

1. Consumer familiarity with a product or service
2. Personal importance placed on the choice of product or service
3. Individuals who share patterns of behavior
4. Enduring beliefs that shape psychological states

1. Anthropologists Grant McCraken created a model to illustrate the process he referred to as ______.

1. “Information Movement”
2. “Movement of Meaning”
3. “Process of Transmitting”
4. “Transfer of Meaning”

1. What influences a consumer’s consumption behavior?

1. Families, race, and ethnicity
2. Community (brand communities)
3. Geopolitics
4. All of the above

1. The subset of brnads from a product category that becomes the focal point of a consumer’s evaluation is a:

1. Extended Group
2. Consideration Set
3. Internal Search
4. Recognized Set

1. If a consumer has an extended problem solving mode of decision making what degree of involvement and level of experience are they exhibiting?

1. Low experience, low involvement
2. High experience, high involvement
3. Low experience, high involvement
4. High experience, low involvement

1. When involvement is high, the consumer tends to draw on prior knowledge and experience and elaborate in the control arguments of the message. This is referred to as the consumer’s:

1. Central Route to Persuasion
2. Peripheral Cues
3. Cognitive Responses
4. Peripheral Route to Persuasion

1. All of the following are stages in the consumer decision making process accept

1. Need Recognition
2. Segmentation
3. Purchase
4. Post Purchase Use and Evaluation

1. What is the decision making mode in which consumers repeatedly choose to buy the same brands?

1. Brand Equity
2. Branding
3. Brand Loyalty
4. Target Market

1. A ______refers to buying a single brand repeatedly.

1. Purchase
2. Habit
3. Loyalty
4. Preference

1. ______define expressions of what is important to culture.

1. Values
2. Ethics
3. Beliefs
4. Attitudes

1. ______dissonance is anxiety that lingers after a difficult decision.

1. Target
2. Inner
3. Cognitive
4. Personal

1. D
2. A
3. B
4. C
5. A
6. D
7. A
8. B
9. D
10. B
11. B
12. D
13. B
14. C
15. A
16. B
17. C
18. B
19. A
20. C