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Exam 5: Understanding Consumer Behavior

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Question 31

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Which of the following statements about African American buying patterns is most accurate?

A) There are very few differences in the consumption patterns of African Americans and Caucasians.
B) African American men spend more on health and beauty products than Caucasian men do.
C) The typical African American family is five years older than the typical Caucasian family.
D) African American purchase behavior is still affected by the historical deprivation in employment and educational opportunities in the United States.
E) African Americans are not price conscious.

F) B) and D)
G) A) and B)

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Question 32

Multiple Choice

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An example of a marketer-dominated source of information consulted during an external search would include

A) personal experience.
B) salespeople.
C) consumer programs on talk radio stations.
D) friends and relatives.
E) Consumer Reports magazine.

F) None of the above
G) C) and D)

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Question 33

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__________ in the consumer purchase decision process occurs when consumers scan their memories for previous experiences with products or brands.

According to the Colgate toothpaste ad above and the textbook,what approach did Colgate marketers use to encourage consumers to purchase its product?

What percentage of all consumer conversations about brands happen face-to-face?

Based on the stages of the family life cycle,which of the following groups MOST LIKELY has the largest amount of discretionary income?

The two major styles of family decision-making are

VALS creates profiles of people based on their primary motivation and resources.In the VALS framework above,"D" refers to

Rackspace U.S.Inc.is a web hosting company.That means that if you want to have a website,you could buy not only Internet space from it but also technical support and design services.When its ad tells you that its users consider Rackspace "the risk-free host because it offers dedicated and helpful support any time day or night," you know that Rackspace is most likely trying to do which of the following?

In the VALS framework,consumers with fewer resources who are practical people,have constructive skills,value self-sufficiency,and are unimpressed by material possessions except those with a practical or functional purpose are referred to as __________.

In Figure 5-4 above,"B" represents the __________ influences that can affect the consumer purchase decision process.

Which of the following is NOT an example of a marketer-dominated source of information consulted during an external search?

Emily wants to purchase a tablet device.She is unsure about what hardware and "apps" she will need.As a result,she has begun asking for advice from her friends and relatives.In addition,she has talked to several salespeople at Apple and Best Buy and has looked at some websites,such as HP and Dell.Emily is engaging in

If McNeil Consumer Healthcare uses the same brand name for different products such as Tylenol Cold & Flu and Tylenol p.m.based on behavioral learning theory,this strategy is an example of

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) changing beliefs about the extent to which a brand has certain attributes; (2) __________;and (3) adding new attributes to the product.

A consumer's purchases are often influenced by the views,opinions,or behavior of others.Two important aspects of personal influence to marketing are

All of the following would impact your decision about when to buy an offering EXCEPT:

Julie is an avid mystery reader and her babysitter Tina has been borrowing some of her books over the summer.When Tina's birthday approaches,Julie wants to buy her a good mystery.When Julie was trying to recall her favorite mystery authors,she was engaged in

__________ is a VALS group that is composed of successful,sophisticated,take-charge people with high self-esteem and abundant resources.

A recent American Express advertising claim that "membership has its privileges" creates which type of reference group?