PSY 382: Practice Test #3
1.
Fletch compares several models of cars, drives several, looks at dealer reputation, and talks to his credit
union about a new car loan. Based on the stages of the consumer decision-making process listed below,
which stage most appropriately describes Fletch's current position?
a. Information search.
b. Evaluation of alternatives.
c. Problem recognition.
d. Product choice.
2.
The alternatives actively considered during a consumer's choice process are his or her ______________.
a. inert set
b. evoked set
c. inept set
d. declared set
3.
In many organizations, more complex organizational decisions tend to be made by a(n) ________________,
where different individuals play different roles in the decision-making process.
a. buying pool
b. purchasing network
c. information group
d. buying center
4.
Jade is a purchasing agent for MicroTell. Each Tuesday she places an order for ten (10) boxes of photocopier
paper with her supplier. In the above example, Jade is participating in which of the following buying
situations?
a. New task.
b. Straight rebuy.
c. Modified rebuy.
d. Innovative rebuy.
5.
Japan is a very tightly knit culture with rich history and social identification. In this culture, people tend to
infer meanings that go beyond the spoken word. This would classify Japan as a ________________ culture.
a. high-context
b. low-context
c. northern-context
d. southern-context
6.
Bagels would be a good example of a product that has succeeded in going through a process of
_______________. This is the process whereby a product formally associated with one ethnic group is
detached from its roots and marketed to other subcultures.
a. de-ethnicitization
b. demarcation
c. reverse racial profiling
d. target marketing
7.
Many subcultures have strong ______________ associated with them. For example, in some countries
someone of Scottish decent is seen as being "thrifty," whereas in another country the same person might be
described as being "stingy." (Pick the most accurate of the choices.)
a. personalities
b. memories
c. stereotypes
d. descriptions
PSY 382: Practice Test #3
8.
Religious subcultures in particular exert a significant impact on consumer variables in all of the following
areas EXCEPT: (Pick the least likely)
a. personality.
b. attitudes toward sexuality.
c. birthrates.
d. household items.
9.
One of the basic ways to separate age cohorts is to focus on the fact that:
a. they discriminate against those outside their cohort.
b. they share many common memories about cultural heroes or events.
c. they share common views about sex and morals.
d. they do not share many values.
10.
Jade spends at least four hours a day in her bathroom primping in front of her mirror. Even after all of this
work, she is still not satisfied with her looks and is always trying to improve them with diets, cosmetics, and
new clothes. Jade's view of herself and her need to look better most closely fits to which of the general
teenage conflict categories listed below?
a. Autonomy versus belonging.
b. Rebellion versus conformity.
c. Idealism versus pragmatism.
d. Narcissism versus intimacy.
11.
Even though the average college student is considered to be a viable market segment, one of the greatest
problems in marketing to this group is the fact that:
a. they are hard to reach with conventional media.
b. they have very little discretionary income.
c. they are too multicultural.
d. they tend to reject traditional product appeals.
12.
Researchers have shown that, with respect to marketing, it is better to calculate, research, and monitor the
senior citizen's ___________________ for best results in planning strategies and campaigns.
a. chronological age
b. genealogical age
c. mental age
d. perceived age
13.
All of the following have been identified as excellent marketing product possibilities for the gray market
EXCEPT:
a. fashion clothing.
b. exercise facilities.
c. "how-to" books.
d. university courses that offer enhanced learning opportunities.
14.
With respect to the consumer behavior model that has been presented in the text, the purchase environment
consists of all of the following EXCEPT:
a. product disposal.
b. the shopping experience.
c. point-of-purchase stimuli.
d. sales interactions.
PSY 382: Practice Test #3
15.
Large cultural differences exist in terms of people's time perspectives. All but one of the following countries
have been found to be high procedural time countries and travel at a leisurely pace with respect to time.
Which country does NOT fit this pattern?
a. Mexico.
b. Brazil.
c. Switzerland.
d. Indonesia.
16.
Two dimensions of emotional states determine if a shopper will react positively or negatively to a
consumption environment. These two dimensions are best described as being:
a. pleasure and pain.
b. avoidance and satisfaction.
c. deal-making and arousal.
d. pleasure and arousal.
17.
Fletch is a shopper who likes to help out the underdog and will support locally owned stores rather than the
big chains. He recently spoke to his senior citizens group about the number of older established small
businesses that had gone out of business in the last year and pleaded for their support of these businesses
before it was too late. Fletch would be best described as being a(n):
a. economic shopper.
b. personalized shopper.
c. ethical shopper.
d. apathetic shopper.
18.
Consider this situation: a consumer goes into a jewelry store and sees a Timex watch sitting in the bottom of
a water-filled aquarium. As the fish swim around the ticking watch, the consumer wonders "How do they do
that?" This would be an example of which of the following forms of promotion and communication?
a. An advertisement.
b. A personal sales message.
c. A point-of-purchase display.
d. A public relations announcement.
19.
Customer dissatisfaction is usually due to:
a. poor products and services.
b. high prices.
c. expectations exceeding the company's ability to deliver.
d. poor personnel.
20.
Fletch and Jade decide to have a garage sale before they move to a new home. The garage sale is an example
of what is called: (Pick the most accurate formal description)
a. the profit motive.
b. lateral cycling.
c. renewing.
d. casting away.
21.
“Economic” time can be defined as:
a. allocation of time
b. urgency of time
c. social pressure
d. “experience” of time
PSY 382: Practice Test #3
22.
From the consumer’s perspective, price elasticity refers to:
a. trading options for price
b. “stretching” the dollar
c. increasing the buying power of the dollar
e. searching for lower prices
23
Fletch wants his date to believe he is a “man about town”. He takes her to an expensive cafe, orders the best
wine, and pays a small musical trio to sing to her. Normally, Fletch prefers beer, fast food, and rap music.
The above example illustrates Fletch’s:
a. situational self image
b. purchase environment
c. demand orientation
d. cultural values
24.
Jade is on her weekly trip through the grocery store. She in in the spice aisle and is reminded that she is out
of cinnamon by seeing a can on the shelf even thought cinnamon is not on her grocery list. Jade has just
experienced which of the following buying situations?
a. unplanned buying
b. impulse buying
c. demand enhanced buying
d. planned buying
Short Answers:
1. Discuss the five Shopping Orientations discussed in class.
2.
Wal-Mart wants to open up a new type of “party” store. Rather than balloons, decorations, cards, wrapping
paper etc., this store will sell music CDs, food, beverages (alcoholic & non), party food (chips, dip etc), and
home entertainment technology (e.g. CD players, lighting). Who would be their best target age subculture
and why? Given our discussion of these subcultures in class, how would you target them through
advertisements (i.e. we discussed some things that definitely work and don’t work with this group)?
PSY 382: Practice Test #3
Short Answers:
1.
Part of the usage context.
Shopping orientation is how the antecedent state influences thoughts, feelings, and later actions.
1. Economic – state before purchasing is based on an attitude of maximizing value – it involves rational
choice and decisions rather than frivolous
2. Personalized – attached to store personnel – they have a strong emotional and social bond to store and
its employees so it influences them before they ever decide to buy something (i.e. I must go to store X
rather than competitors) – it also effects their expectations and perceptions of services & products
3. Ethical – they feel that they should shop locally to help their community and will shop at the small
“underdog” store before shopping at large corporations – also can develop negative attitudes toward
companies that violate their social values (e.g. use sweatshops, underpay employees, exploit women
etc)
4. Apathetic – the state here is that shopping is unpleasant and it is seen as a “chore” – it is only done out
of necessity so prior to shopping there is little pre-thought/excitement etc.
5. Recreational – for some, the thought of shopping is exciting because it is a social activity or a personal
hobby – they get excited about shopping, look forward to it, plan other events around it
2.
Generation X
They are most likely to emphasize travel and party products (social orientation for this group)
They are also most in tuned with technology products (they have the interest and the $$ - more so than teens)
They are highly tuned to clever ads, humorous ads – they should be targeted to them and show Gen Xers as
users of the products etc. – they also want the ads to be somewhat sincere and honest (not showing
outlandish things that are not possible – like going to Wal Mart is a big party and that you will meet and
score with sexy co-eds who are playing beach volleyball naked in the isles). In other words they really don’t
like gimmicks and tricks that insult their intelligence.
Multiple Choice:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
b
b
d
b
a
a
c
d
b
d
a
d
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
a
a
c
d
c
c
c
b
a
a
a
a