Consumer Behavior (D175)
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Free Consumer Behavior (D175) Questions
According to Henry Murray, how do environmental circumstances affect psychogenic needs
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They only affect physiological needs, not psychological ones
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They have no effect on psychogenic needs
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They determine the hierarchy of needs universally
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They strongly influence how needs are manifested in behaviors
Explanation
Correct Answer
D. They strongly influence how needs are manifested in behaviors
Explanation
Henry Murray proposed that psychogenic needs—such as achievement, affiliation, and power—are shaped by environmental circumstances. While these needs are innate, their expression varies depending on external factors, such as culture, upbringing, and life experiences. These influences determine how individuals prioritize and act on their needs.
Why other options are wrong
A. They only affect physiological needs, not psychological ones – Environmental factors influence both physiological and psychological needs, not just the former.
B. They have no effect on psychogenic needs – Murray’s theory emphasizes that environment plays a crucial role in shaping how psychogenic needs are expressed, contradicting this statement.
C. They determine the hierarchy of needs universally – While needs can be ranked in importance, their hierarchy is not universal. Cultural and individual differences affect how needs are prioritized.
What is the Utilitarian Function in the context of motivational functions
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Attitude that reflects social status
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Attitude based on brand loyalty
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Attitude based on emotional connections
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Favorable attitude if product performs positively
Explanation
Correct Answer
D. Favorable attitude if product performs positively
Explanation
The Utilitarian Function of attitudes is based on the principle that consumers develop favorable attitudes toward products that provide positive benefits or utility. If a product meets their needs or performs well, consumers will have a positive attitude toward it. This function is closely related to the concept of rewards and punishments, where attitudes are formed based on the benefits gained from a product or service.
Why other options are wrong
A. Attitude that reflects social status. – This describes the Value-Expressive Function, not the utilitarian function.
B. Attitude based on brand loyalty. – Brand loyalty can result from a utilitarian attitude, but it is not the core definition of the function.
C. Attitude based on emotional connections. – This aligns more with the Ego-Defensive Function, which protects self-esteem and emotions.
What is the primary purpose of rehearsal in the context of encoding data
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To enhance the speed of data retrieval
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To compete for attention with other data
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To increase the amount of information available for delivery
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To hold information in short-term storage for encoding
Explanation
Correct Answer
D. To hold information in short-term storage for encoding
Explanation
Rehearsal keeps information active in short-term memory, allowing the brain to encode it for long-term storage. This process helps in retaining important details and prevents information from being lost quickly.
Why other options are wrong
A. To enhance the speed of data retrieval. – Rehearsal aids encoding, not retrieval speed. Retrieval depends on other memory processes.
B. To compete for attention with other data. – While attention is necessary, rehearsal is focused on memory retention, not competition.
C. To increase the amount of information available for delivery. – Rehearsal strengthens memory, but it does not increase the total amount of information available.
Which step in the decision-making process involves assessing different products to determine which best meets the consumer's needs
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Problem recognition.
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Information search
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Evaluation of Alternatives
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Product Choice
- Post-purchase evaluation
Explanation
Correct Answer
C. Evaluation of Alternatives
Explanation
The evaluation of alternatives step involves comparing different products or services to determine which one best satisfies the consumer's needs. Consumers consider factors such as price, features, quality, and brand reputation before making a final decision. This step is crucial in helping consumers weigh their options and make informed choices.
Why other options are wrong
A. Problem recognition – This step occurs when a consumer realizes they have a need or problem that requires a solution, but it does not involve comparing products.
B. Information search – At this stage, consumers gather data on potential solutions, such as reading reviews or seeking recommendations, but they are not yet evaluating alternatives.
D. Product Choice – This step happens after the evaluation stage, where the consumer makes a final selection based on their assessment of the alternatives.
E. Post-purchase evaluation – This occurs after the purchase has been made, where the consumer reflects on their satisfaction with the product and determines if it met their expectations.
What triggers physiological arousal related to needs
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Biological stimuli or processes
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Cognitive awareness
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Brand differentiation
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Social interactions
Explanation
Correct Answer
A. Biological stimuli or processes
Explanation
Physiological arousal related to needs is primarily triggered by biological stimuli or processes. These include hunger, thirst, fatigue, and other bodily signals that indicate a need for sustenance, rest, or other essential functions. The body naturally responds to internal imbalances, prompting behaviors aimed at restoring equilibrium.
Why other options are wrong
B. Cognitive awareness – While cognition plays a role in decision-making, physiological arousal related to needs is driven by biological processes rather than conscious thought.
C. Brand differentiation – This concept is related to marketing and consumer perception rather than the biological triggers of needs.
D. Social interactions – Although social factors can influence behaviors and desires, they do not directly trigger physiological arousal related to biological needs.
What happens to sensory input that is not processed immediately
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It is lost if not processed immediately
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It is stored in long-term memory
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It is transferred to working memory
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It is encoded for future retrieval
Explanation
Correct Answer
A. It is lost if not processed immediately.
Explanation
Sensory input is initially held in sensory memory, which has a very short duration (a few milliseconds to a few seconds). If this information is not attended to and processed, it quickly fades and is lost. Only the information that is given attention moves to short-term or working memory for further processing.
Why other options are wrong
B. It is stored in long-term memory. – Sensory input does not directly go to long-term memory; it must first pass through short-term memory and be encoded.
C. It is transferred to working memory. – Only a small portion of sensory input that is attended to is transferred to working memory, not all of it.
D. It is encoded for future retrieval. – Encoding happens after sensory information moves into short-term or working memory, not directly from sensory input.
What is meant by 'stimulus generalization' in the context of marketing
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Only applying to visual stimuli in advertising
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Limiting the number of products under a brand name
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Creating entirely new brands for different products
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Responding in the same manner to slightly different stimuli.
Explanation
Correct Answer
D. Responding in the same manner to slightly different stimuli.
Explanation
Stimulus generalization occurs when consumers transfer their response from one stimulus to another similar stimulus. In marketing, this concept is used when brands introduce line extensions, brand extensions, or similar packaging to create associations with existing successful products. For example, if a consumer likes a particular brand’s shampoo, they may be more willing to try the same brand’s conditioner because of the perceived similarity.
Why other options are wrong
A. Only applying to visual stimuli in advertising. – Stimulus generalization applies to all sensory cues, not just visual ones.
B. Limiting the number of products under a brand name. – It actually encourages expanding product lines and leveraging brand recognition.
C. Creating entirely new brands for different products. – Instead of creating new brands, stimulus generalization allows existing brand equity to be extended across multiple products.
Which component of the attitude model represents knowledge and perceptions of features
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Conative Component
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Behavioral Component
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Affective Component
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Cognitive Component
Explanation
Correct Answer
D. Cognitive Component
Explanation
The cognitive component of the attitude model relates to knowledge, beliefs, and perceptions about an object, product, or brand. It includes the consumer’s awareness and understanding of a product's features, functionality, and benefits. This component forms the foundation for attitude formation by providing factual information and experiences.
Why other options are wrong
A. Conative Component. – This component refers to behavioral intentions or actions taken based on attitude, such as the decision to purchase.
B. Behavioral Component. – While similar to the conative component, this specifically deals with actions rather than knowledge.
C. Affective Component. – This involves emotions and feelings toward a product, rather than factual knowledge or perceptions.
According to Maslow's hierarchy of needs, which level comes after social needs are satisfied
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Physiological needs
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Ego needs
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Social needs
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Safety and security needs
Explanation
Correct Answer
B. Ego needs
Explanation
In Maslow’s hierarchy of needs, after social needs (such as love and belonging) are met, individuals seek esteem or ego needs. This level includes self-respect, recognition, achievement, and a sense of competence. People at this stage desire to feel valued and confident in their abilities.
Why other options are wrong
A. Physiological needs – Physiological needs, such as food and water, are at the base of the hierarchy and must be fulfilled before social needs, not after.
C. Social needs – Social needs, including love and relationships, come before esteem needs, meaning they are already satisfied at this stage.
D. Safety and security needs – Safety needs (such as financial security and health) come before social needs, not after. Once social needs are met, the next step is ego or esteem needs.
Paid search is online advertising in which a company
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Pays to be a sponsored result of a customer's web search.
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Features ads designed as narrative content.
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Generates product awareness by using such things as banner ads or YouTube video ads.
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Relies on social media influencers to endorse its products.
Explanation
Correct Answer
A. Pays to be a sponsored result of a customer's web search.
Explanation
Paid search advertising is a digital marketing strategy where businesses pay search engines like Google or Bing to display their website as a sponsored result when users search for relevant keywords. This helps businesses increase their visibility and attract targeted traffic by appearing at the top of search engine results pages.
Why other options are wrong
B. Features ads designed as narrative content – This describes native advertising or content marketing, where ads blend into editorial content rather than appearing as search engine-sponsored results.
C. Generates product awareness by using such things as banner ads or YouTube video ads – This refers to display advertising or video marketing, which are different from paid search advertising. Paid search ads appear on search engine results pages, while banner and video ads are placed on websites and social media platforms.
D. Relies on social media influencers to endorse its products – Influencer marketing involves social media personalities promoting a brand’s products, whereas paid search is strictly related to search engine advertising.
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