Examination code : Subject:

Consumer Behaviour

Date: Starting time: School:

International Business School

Room: Group: Duration:

2f, 2g, 2b, 4g 2 hours

During the Exam the following Lecturers can be contacted; Number of pages: Aantal
Name: Drs Jaan Kets MBA
Telephone number:

Aids and appliances: Remaining namely:

None
Lots of success!
Hand in Exampaper: Yes

Hand in scribble-paper: Yes

Particulars:

Answer all questions.

Write your answer on the answer sheet.

________________________________________________________________________

Student Name : Group: Student number:

This exam consists of 50 questions (30 multiple choice and 20 True/false).

You are kindly requested to answer ALL questions.

Please write your answer on the provided answer sheet.

Versie 1.5
22-01-2008
nr: 20082007
ANSWER SHEET

Name student: ________________________________________________

Student number: _________________________

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2 12 22 32 42

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10 20 30 40 50
Multiple Choice Questions (there is only one correct answer)

1. Which of the following needs from Maslow's Hierarchy is addressed by the U.S.
Army's advertising slogan "Be all you can be"?
A) safety needs
B) belongingness needs
C) ego needs
D) self-actualization needs

2. Consumer researchers have adapted some of Sigmund Freud's ideas. In particular,

his work highlights the potential importance of ________ that underlies our
purchases.
A) rational-thinking
B) unconscious motives
C) conscious motives
D) deviant behavior

3 An advertisement emphasizes that if a consumer uses a certain deodorant he or she

will not offend other people and will not cause problems in the workplace because of
bad body odor. What part of the Freudian system is this ad appealing to?

A) the id
B) the superego
C) the anti-ego
D) the ego

4. A company wants to persuade a customer to buy its products. If the consumer is

characterized as being one that has a high degree of involvement with products that
are sold by the company, what route to persuasion will the company most likely take?

A) a parallel route
B) a peripheral route
C) a circular route
D) a central route

5. A customer buying an unfamiliar product which carries a fair degree of risk would
most likely engage in what type of problem solving?
A) extended problem solving
B) limited problem solving
C) habitual problem solving
D) recognition problem solving

6. Jeff is tired of the numerous breakdowns and peeling paint on his old car. When
Jeff begins to actively think about his car in this way, which of the following
consumer decision-making process steps is Jeff going through?
A) information search
B) evaluation of alternatives
C) problem recognition
D) product choice
7. Tom wants a candy bar and is trying to decide between a Crunch, a Snickers, or a
Milky Way. These three candy bars are in Tom's ________.
A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set

8. Every time Sue Samuels comes in from a long selling trip, she always makes sure
to give reports to all her colleagues on knowledge she has gained and experiences she
had while on the road. She has found that her "information tips" are a great way to set
the stage for decision-making that she would like to go her way. Based on her
actions, what role is Sue playing in her organization?
A) initiator
B) gatekeeper
C) influencer
D) user

9. Simi Ghandi is never quite sure which brand of gum to buy. She tries some, likes
some, and rejects some. However, through a process of behavioral learning she does
remember those brands that taste good and make her mouth feel fresh. The problem is
that she cannot often remember the brands that are not so good and often repeats
purchasing mistakes. "Oh well," says Simi, "gum buying is not that big of a deal
anyway." Which of the following hierarchies would most appropriately describe
Simi's situation?

A) standard learning hierarchy

B) experiential hierarchy
C) low-involvement hierarchy
D) habit hierarchy

10. Physically attractive people are perceived as smarter, cooler, and happier than
average people. These perceptions are a result of a ________.
A) halo effect
B) principle of cognitive consistency
C) match-up hypothesis
D) self-perception theory

11. The element of a communications model in which the message originates is the
________.
A) medium
B) source
C) receiver
D) consumer

12. The source of a message has an impact on whether the message will be accepted
or not. Two particularly important source characteristics are ________.
A) culture and ethnicity
B) credibility and attractiveness
C) credibility and recency
D) attractiveness and recency

13. A marketing study found that respondents believed that a dark-haired model
would be more effective in selling gold jewelry than would a blond-haired model, if
the dark-haired model was not perceived to be ethnic. What two ideas of using
celebrities as communication sources are most likely to be in play here?
A) Celebrities should be attractive, but not too attractive.
B) The celebrity's image should match that of the product, and blond-haired models
are too common for the exclusive image of gold.
C) The celebrity's image should match that of the product and should embody cultural
meaning.
D) The celebrity's image should embody cultural meanings that contrast with the
product's cultural stereotypic image.

15. Innovative merchants have turned to retail theming to provide new ways to
stimulate and encourage consumers during their shopping experience. A retailer that
uses a simulated outdoor environment (such as a fishing pond with real fish) to attract
outdoor enthusiasts to the retail store is using a ________ theme.
A) marketscape
B) cyberspace
C) mindscape
D) landscape

16. Which of the following do consumers primarily look for in products?

A) color and style
B) price and warranty
C) quality and warranty
D) quality and value

17 Julie Morgan loves to go into Springer's Old Country Gifts. It always smells like a
field of spring flowers. The lighting gives all the products a warm glow, and the mood
music is just perfect for casual browsing. After her visit to the store, Julie is always in
a better mood. Springer's Old Country Gifts has attracted Julie with its ________.
A) store position
B) atmospherics
C) subliminal cues
D) in-store displays

18. Reference group effects are stronger for purchases that are ________.
A) socially conspicuous
B) mostly unseen by others
C) necessities
D) made frequently

19. Within groups, informal rules of behavior are called ________.

A) beliefs
B) values
C) norms
D) interpersonal dynamics

20. A marketing manager who wants to identify opinion leaders for her product
category should do which of the following?
A) She should find government officials who use the product.
B) She should find socially active persons who are intensely interested in the product
category and who are similar to other customers.
C) She should find intellectuals who can write and speak well so that communication
will be facilitated.
D) She should look for people who stand out in a crowd.

21 Jeff had collected a nice wardrobe before graduating from college. All of his
friends considered him "well dressed." After the first day at his new job, however, Jeff
immediately went out and replaced most of his clothes with what was considered to
be professional dress clothing. Jeff had just experienced the power of a new
________.
A) reference group
B) private luxury
C) avoidance group
D) brand community

22. What do social loafing and decision polarization have in common?

A) Group decisions become more extreme, so that individuals who are naturally lazy
become even more so.
B) Some people do not pay their "fair share," which causes groups to polarize into
smaller groups.
C) Both effects show how individualism is maintained even within groups that exert
considerable peer pressure.
D) Both are examples of how individuals and groups of people behave differently
within larger groups than they would behave as individuals.

23. Meredith works hard to keep her family together in this fast-paced world. She
coordinates visits with relatives, calls and writes often to her parents and
grandparents, and makes sure her husband remembers all significant birthdays and
anniversaries. In this example, Meredith is primarily responsible for the continuation
of the family's ________.
A) grapevine system
B) socialization
C) kin-network system
D) juggling lifestyle

24 FLC models relate to ________.

A) how families change over the length of a marriage and the number of children
B) the federal government's method of controlling the growth of B2B commerce
C) the federal government's regulation of rental living conditions
D) how the size of family units has changed over the last 100 years

25. George was born in 1960. He is a member of what generation?

A) Generation X
B) the baby boomers
C) the baby boomlet
D) the lost generation

26. Many factors have been identified to distinguish organizational and industrial
purchase decisions from individual consumer decisions. Which of the following is
NOT one of those distinctions?
A) Purchase decisions made by companies frequently involve many people.
B) Organizational and industrial products are often bought according to precise,
technical specifications.
C) Impulse buying in organizational purchasing is a common occurrence because of
sales stimulation from direct salespeople.
D) Decisions are often risky.

27 The phenomenon called ________ refers to the creation of artificial divisions in a

society.
A) reference group affiliation
B) bias
C) the "silver spoon" syndrome
D) social stratification

28. Psychologists use the term homogamy to describe, "assortative mating." Which of
the following phrases is the best illustration of homogamy?
A) "Give me a Peach Cooler, please," versus, "Gimme a brew, and make it snappy."
B) Birds of a feather flock together.
C) Leave no stone unturned.
D) To the victor go the spoils.

29. Ralf and his brother had a business in a Midwest college town taking SUVs and
modifying them into tailgating machines. These "awesome party wagons" were
equipped with the owner's desired team logo on the front, side, and back; gas grills;
and large beverage coolers. Their business boomed, especially when the university
had a winning season. Ralf and his brother were creating and selling what could be
best described as ________.
A) myth carriers
B) ritual artifacts
C) symbolic exchange objects
D) attitudinal reciprocity products

30. Ryan is a big football fan. He prepares for the Super Bowl every year by buying
lots of snacks and beverages. He makes sure he is wearing the colors of his favorite
team. For Ryan, the Super Bowl has become a(n) ________ event.
A) sacred
B) desacralized
C) objectified
D) profane
True/False Questions

1. Motivation explains the strength of behavior, but not its direction.

2. According to the elaboration likelihood model, marketers of a low-involvement

product must first change attitudes before customers are likely to purchase their
product.

3. Consumers' physical and social environments have little to do with the motives
consumers have for product usage.

4. An ethnic subculture consists of a self-perpetuating group of consumers who are

held together by common cultural and/or genetic ties. This subculture is identified
both by its members and by others as a distinguishable category.

5.The fact that people often buy products not for what the products do but for what
they mean implies that a product's basic function is unimportant.

6. Some critics of marketing have said that consumers are manipulated into buying
products they really don't need and wouldn't even consider buying without the false
wants created by the marketing system. A strong counterargument to this criticism is
that wants are basic biologically-based motives that cannot be created by marketers.

7. Weber's Law states that the intensity of the stimulus is greater if its duration is
increased.

8. You can understand the following uniquely-printed sentence because of the Gestalt
principle of closure. Percption is imptant in undrstdng consmr bhavr.

9. Individuals have different absolute thresholds for visual and aural stimuli. This fact
supports the statement that subliminal advertising would need to be tailored to the
individual in order to be effective.

10. Stimulus generalization can create a halo effect.

11. Shari Gomez sees the big red heart on the front of a Cheerios box and immediately
thinks of an ad she has seen that discusses the heart-healthy benefits of Cheerios. This
is an illustration of a stimulus-response connection (behavioral theory).

12. Episodic memories are likely to become part of a person's long-term memory.

14. John Deere established a reputation for building dependable farm tractors. When
the company began to build small yard tractors, it insisted on using the same logo on
its small mowers as on its large tractors. John Deere was applying stimulus
generalization through masked branding.

15. A consumer who decides that she needs a pair of jeans to reach her goal of being
admired by others can usually only choose one motivational direction–selecting the
most expensive brand available.

16. When Sean Jean cologne encourages department store sales people to give any
potential customer a vial of its product, the company is attempting to boost consumer
involvement by appealing to consumers' hedonic needs.

17. Luvs' color-coded diapers (blue for boys and pink for girls) are an example of a
product that emphasizes its androgynous characteristics.

18. Every time Tim goes to bat, he rubs the charm on the necklace that his girlfriend
gave him. This charm has never failed to help him get a good hit. The charm has
become part of Tim's extended self.

19. The reality principle, according to Freudian psychology, is behavior guided by the
primary desire to maximize pleasure and avoid pain.

20. Supplying customers with additional reinforcement after a purchase can be a good
strategy because of the effects of cognitive dissonance.