Consumer Behavior (D175)
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Free Consumer Behavior (D175) Questions
Which type of Internet advertising occurs when advertisers pay websites and portals to place ads in or near relevant search results based on keywords
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Display/banner ads
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Sponsorship
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Pop-up ad
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Paid search
Explanation
Correct Answer
D. Paid search
Explanation
Paid search advertising, also known as search engine marketing (SEM), allows advertisers to place ads near search engine results by bidding on keywords relevant to their products or services. This increases visibility to potential customers actively searching for related topics.
Why other options are wrong
A. Display/banner ads – These are graphical advertisements that appear on websites, not search engine results.
B. Sponsorship – Sponsorship involves a brand financially supporting content, events, or websites in exchange for visibility, but it is not directly tied to keyword-based search results.
C. Pop-up ad – These are intrusive ads that appear in separate windows while browsing, rather than being linked to search results.
What are generic goals in consumer behavior
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Specific outcomes related to a particular product
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Goals that are only influenced by marketing strategies
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Outcomes that satisfy physiological and psychological needs
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Outcomes that are unattainable or unrealistic
Explanation
Correct Answer
C. Outcomes that satisfy physiological and psychological needs
Explanation
Generic goals in consumer behavior refer to broad objectives that satisfy fundamental needs, such as hunger, security, or belonging. These goals are not tied to specific products but rather to general outcomes, such as "getting a good education" or "staying healthy." Consumers then select products or brands to fulfill these generic needs.
Why other options are wrong
A. Specific outcomes related to a particular product – This describes product-specific goals, not generic goals. Generic goals are broader and not tied to a single product or brand.
B. Goals that are only influenced by marketing strategies – While marketing can shape consumer goals, generic goals are driven by fundamental human needs, not just marketing efforts.
D. Outcomes that are unattainable or unrealistic – Generic goals aim to satisfy real physiological and psychological needs, making them achievable rather than unrealistic.
What are intrinsic cues in product evaluation
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The brand's reputation in the market.
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The promotional strategies used for the product
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The price of the product compared to competitors
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The physical characteristics of the product
Explanation
Correct Answer
D. The physical characteristics of the product.
Explanation
Intrinsic cues refer to the inherent qualities of a product, such as its material, design, taste, or durability. Consumers use these characteristics to assess quality, particularly when making purchasing decisions. Unlike extrinsic cues, intrinsic cues are directly tied to the product itself.
Why other options are wrong
A. The brand's reputation in the market – Reputation is an extrinsic cue, as it is based on external perceptions rather than the product itself.
B. The promotional strategies used for the product – Promotions and advertisements are external factors that do not define the physical attributes of the product.
C. The price of the product compared to competitors – Price is an extrinsic cue, as it is not a physical part of the product but rather a market-driven factor.
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.
What characteristic is associated with the achievement need according to Henry Murray
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Do the best and work hard in any activities
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Focus solely on personal enjoyment without effort
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Avoid challenges and take the easy route
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Seek to entertain others at all costs
Explanation
Correct Answer
A. Do the best and work hard in any activity
Explanation
Henry Murray’s achievement is characterized by a strong desire to excel, succeed, and accomplish difficult tasks. Individuals with a high achievement need are motivated by challenges, strive for excellence, and put in the effort to reach their goals. They seek to improve their skills and gain a sense of personal accomplishment from their work.
Why other options are wrong
B. Focus solely on personal enjoyment without effort – This does not align with the achievement needed, which emphasizes hard work and perseverance rather than passive enjoyment.
C. Avoid challenges and take the easy route – The achievement need drives individuals to seek challenges and push themselves rather than opting for the easy way out.
D. Seek to entertain others at all costs – Entertaining others is more closely related to the need for affiliation or social recognition, not the need for achievement.
What is meant by 'data chunking
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The process of encoding visual images only
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A method to increase information overload
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A technique to enhance environmental triggers
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Grouping information into smaller, memorable chunks
Explanation
Correct Answer
D. Grouping information into smaller, memorable chunks
Explanation
Data chunking is a cognitive strategy used to break large amounts of information into smaller, more manageable segments, making it easier to process and remember. This technique is widely used in memory retention, such as breaking phone numbers into smaller parts or organizing information into categories.
Why other options are wrong
A. The process of encoding visual images only – Chunking applies to all types of information, not just visual images.
B. A method to increase information overload – Chunking reduces cognitive overload by making information easier to process, rather than increasing it.
C. A technique to enhance environmental triggers – Chunking is a memory strategy, not a method for environmental influence.
What term describes the discomfort a consumer experiences when they realize that a chosen product may not be the best option after evaluating similar alternatives
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Brand Loyalty
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Cognitive Dissonance
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Information Search
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Microcultures
Explanation
Correct Answer
B. Cognitive Dissonance
Explanation
Cognitive dissonance refers to the psychological discomfort consumers feel after making a purchase, especially when they question whether they made the right choice. This often occurs when they compare their purchase to other alternatives and worry that they may have made a mistake. Companies address this by offering reassurance, warranties, and positive reinforcement through marketing.
Why other options are wrong
A. Brand Loyalty – Brand loyalty refers to a consumer’s consistent preference for a particular brand over time, not the discomfort of post-purchase doubt.
C. Information Search – This occurs before a purchase decision when a consumer seeks information about products, rather than feeling discomfort after purchasing.
D. Microcultures – Microcultures refer to smaller groups within a larger culture that share specific values and behaviors, which is unrelated to post-purchase discomfort.
Time poverty is
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A recession in the average hours of labor of the working populace
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The gap between organizations with time and those without
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Consumer's belief that they are more pressed for time than ever before
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A lack of ability in corporations to not manage time correctly
Explanation
Correct Answer
C. Consumer's belief that they are more pressed for time than ever before
Explanation
Time poverty refers to the perception that individuals do not have enough time to complete all of their daily activities. This feeling is especially common among modern consumers who juggle work, personal life, and an increasing number of choices and responsibilities. Marketers consider time poverty when designing products and services that offer convenience and efficiency.
Why other options are wrong
A. A recession in the average hours of labor of the working populace – Time poverty is not about reduced working hours but about the perception of having less free time.
B. The gap between organizations with time and those without – Time poverty is an issue related to individuals, not organizations.
D. A lack of ability in corporations to not manage time correctly – This is unrelated to the consumer’s perception of time constraints.
What is the first stage in the consumer decision-making process
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Search and evaluation
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Experience bond
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Purchase and evaluation
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Need recognition
Explanation
Correct Answer
D. Need recognition
Explanation
The consumer decision-making process begins with need recognition, where a consumer identifies a gap between their current state and a desired state. This recognition drives them to seek solutions, leading to the next stages such as information search and evaluation.
Why other options are wrong
A. Search and evaluation. – This step occurs after the need is recognized and the consumer starts gathering information.
B. Experience bond. – This is not a recognized stage in the consumer decision-making process.
C. Purchase and evaluation. – The purchase occurs later in the process, after the consumer has identified the need, researched options, and made a decision.
This motivation is a drive that prompts the individual to act to satisfy a need or desire or to accomplish a particular goal
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Internal
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External
Explanation
Correct Answer
A. Internal
Explanation
Internal motivation comes from within an individual, driven by personal desires, needs, or goals. This can include factors such as personal growth, curiosity, or intrinsic enjoyment of an activity. In consumer behavior, internal motivation influences purchasing decisions based on personal preferences and satisfaction.
Why other option is wrong
B. External – External motivation comes from outside influences, such as rewards, social pressure, or advertising. While it can influence consumer decisions, the question refers to a drive that comes from within, making internal motivation the correct choice.
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