Caitlin Feil
Asia Hawkins
Lauren Martin
Olivia Gage
MKT 4354
Chapter 5 Quiz
1. What is not an important influence on consumption?
A.
B.
C.
D.
Race and ethnicity
Gender
Geopolitics
Artistic Preferences
2. Which anthropologist referred to ads transmitting meaning as the
“movement of meaning?”
A.
B.
C.
D.
Grant McCracken
Clifford Geertz
Zora Neale Hurston
Margaret Mead
3. When does the consumer decision making process begin?
A.
B.
C.
D.
When the consumer researches products and product brands
When the consumer perceives a need
When the consumer buys a product or service
When the consumer visits a business or store in order to buy the product
they are needing
4. A _______ benefit is typically a benefit not found in a product’s tangible
features or objective characteristics.
A.
B.
C.
D.
Subjective
Functional
Emotional
Performance
5. What is the consumer’s first option for information in the decision making
process?
A.
B.
C.
D.
Internal Search
Product Search
External Search
Marketing Research
Caitlin Feil
Asia Hawkins
Lauren Martin
Olivia Gage
MKT 4354
Chapter 5 Quiz
6. What is the mode of consumer decision making for brand loyalty?
A.
B.
C.
D.
High involvement, low experience
Low involvement, low experience
Low involvement, high experience
High involvement, high experience
7. What is step one in the MAAMs analysis?
A.
B.
C.
D.
Specify evaluative criteria for relevant brands
Identify salient beliefs
Ask consumers to rate brands against criteria
Develop promotion response
8. Brands with high cultural capital are said to be what?
A.
B.
C.
D.
Motivational
Worth more
Valuable
Worth less
9. What happens in post purchase use and evaluation?
A.
B.
C.
D.
Cognitive dissonance
Making an informed choice
Customer satisfaction
Both A & C
10. Involvement refers to which of the following?
A.
B.
C.
D.
Consumer familiarity with a product or service
Personal importance placed on the choice of product or service
Individuals who share patterns of behavior
Enduring beliefs that shape psychological states
11. Anthropologists Grant McCraken created a model to illustrate the process
he referred to as ____________.
A.
B.
C.
D.
“Information Movement”
“Movement of Meaning”
“Process of Transmitting”
“Transfer of Meaning”
Caitlin Feil
Asia Hawkins
Lauren Martin
Olivia Gage
MKT 4354
Chapter 5 Quiz
12. What influences a consumer’s consumption behavior?
A.
B.
C.
D.
Families, race, and ethnicity
Community (brand communities)
Geopolitics
All of the above
13. The subset of brnads from a product category that becomes the focal
point of a consumer’s evaluation is a:
A.
B.
C.
D.
Extended Group
Consideration Set
Internal Search
Recognized Set
14. If a consumer has an extended problem solving mode of decision making
what degree of involvement and level of experience are they exhibiting?
A.
B.
C.
D.
Low experience, low involvement
High experience, high involvement
Low experience, high involvement
High experience, low involvement
15. 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:
A.
B.
C.
D.
Central Route to Persuasion
Peripheral Cues
Cognitive Responses
Peripheral Route to Persuasion
16. All of the following are stages in the consumer decision making process
accept
A.
B.
C.
D.
Need Recognition
Segmentation
Purchase
Post Purchase Use and Evaluation
Caitlin Feil
Asia Hawkins
Lauren Martin
Olivia Gage
MKT 4354
Chapter 5 Quiz
17. What is the decision making mode in which consumers repeatedly choose
to buy the same brands?
A.
B.
C.
D.
Brand Equity
Branding
Brand Loyalty
Target Market
18. A ___________ refers to buying a single brand repeatedly.
A.
B.
C.
D.
Purchase
Habit
Loyalty
Preference
19. ___________ define expressions of what is important to culture.
A.
B.
C.
D.
Values
Ethics
Beliefs
Attitudes
20. ___________dissonance is anxiety that lingers after a difficult decision.
A. Target
B. Inner
C. Cognitive
D. 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
Caitlin Feil
Asia Hawkins
Lauren Martin
Olivia Gage
16. B
17. C
18. B
19. A
20. C
MKT 4354
Chapter 5 Quiz