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Ohio University, Athens MKT 3020 CHAPTER 6 1)Stan is a marketing intern who has been asked to conduct a consumer behavior research for a fashion designer

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Ohio University, Athens

MKT 3020

CHAPTER 6

1)Stan is a marketing intern who has been asked to conduct a consumer behavior research for a fashion designer. The designer wants him to focus on a few selected customers who only buy customized products from the designer. Stan goes about his research by interacting with each customer to know more about their psychological makeup. In this instance, which of the following perspectives is Stan embracing?

A.            Utilitarian perspective

B.            Self-congruency perspective

C.            Nomothetic perspective

D.            Idiographic perspective

E.            Universal perspective

 

 

 

2.            Which of the following statements is FALSE regarding personality?

A.            Personality may help to explain why a particular behavior provides great value to one consumer but none to another.

B.            Personality traits are relatively stable and interact with situations to influence behavior.

C.            Personality is not the same as set of acquired habits.

D.            It is possible to predict the exact behavior of a consumer simply by knowing a specific personality trait possessed by him.

E.            Personality traits may be different across individuals.

 

3.            Which of the following is a characteristic of consumers with low need for cognition?

A.            They tend to be influenced by things like an endorser’s attractiveness and cues that are not central to the message

B.            They tend to think carefully about products, problems, and even marketing messages.

C.            They tend to be influenced heavily by the quality of the arguments in an ad

D.            They tend to have more negative consumer attitudes and purchase intentions when presented with humorous ads

E.            They exhibit more negative attitudes and purchase intentions towards brands that are advertised using sexual imagery

4.            Bob spends most of his leisure time playing online games. He feels happy and satisfied only after he “beats” his online friends in a game. Which consumer behavior trait does Bob display?

A.            Innovation

B.            Materialism

C.            Frugality

D.            Competitiveness

E.            Need for cognition

 

5.            In which of the following approaches are behaviors and tendencies assessed over time?

A.            Utilitarian approach

B.            Aggregation approach

 

C.            Capability approach

D.            Perceptual mapping approach

E.            Factor analysis approach

 

6.            Which of the following is FALSE about consumer lifestyles?

A.            They are completely determined by personality

B.            They have an effect on consumer purchase patterns

C.            They are influenced by culture, groups and individual processes

D.            They are different across cultures

E.            They are considered an important manifestation of social stratification

 

7.            Which of the following is TRUE about consumer lifestyles?

A.            They are considered an important manifestation of social stratification

B.            They have no effect on consumer purchase patterns

C.            They are not influenced by culture, groups and individual processes

D.            They are completely determined by personality

E.            They remain the same across cultures

 

8.            Claudia reads publications such as The Wall Street Journal and other reputed dailies, and perceives herself to be knowledgeable about current affairs. Which of the following self- concepts is best reflected in Claudia’s perception of herself as a knowledgeable person?

A.            Possible Self

B.            Actual Self

C.            Ideal Self

D.            Social Self

E.            Extended Self

 

 

9.            The extended self refers to:

 

A.            The beliefs that a consumer has about how he or she is seen by others

 

B.            How a consumer would like to perceive himself

 

C.            The various possessions that a consumer owns that helps him form perceptions about himself

 

D.            An image of what the consumer could ideally become

 

E.            The image that a consumer would like others have have about him

 

10.          For consumers, having very strong ties to brands, the task of self-expression through product ownership is of identity maintenance and communication