CONSUMER BEHVIOR DATABASE

UNIT 1 &2
1. Which of the following is true?
a. Consuming refers to decisions about buying products
b. Consumer behaviour is about making people buy things
c. Consuming refers to the ways in which people use products d. none of the above

2. The study of human behaviour in groups is called:

a. Anthropology b. Sociology c. Psychology d. History

3. The study of mental processes is called:

a. Anthropology b. Sociology c. Psychology d. History

4. The study of what makes us human is called:

a. Anthropology. b. Sociology c. Psychology d. History

4. The rational element of motivation is called:

a. A goal b. An incentive c. A drive d. none of the above

5. Which of the following statements is true?

a. The gap between the actual state and the desired state is the basis for motivation.
b. The actual state is derived from the desired state.
c. The desired state bears no relationship to the actual state. d. none of the above

6. Reminding people that they may have a need is called:

a. Motivation b. Activating the need c. Drive. d. none of the above

7. What does OSL stand for?

a. Over Stimulation Line b. Optimum Stimulation Level
c. Outside Sensory Level d. none of the above

8. People who have a high regard for the opinions of others are called:
a. Inner directed b. Outer directed c. Independent d. none of the above

9. Which of the following is true?

a. The greater the gap between desired state and actual state, the greater the drive
b. The smaller the gap between the desired state and the actual state, the greater the drive
c. The drive is greatest when the desired state and the actual state are the same
d. none of the above
10. Which of the following is true?
a. The greater the drive, the less someone is prepared to try something new
b. The greater the drive, the more likely someone will be to try something new
c. The lower the drive, the more someone is prepared to try something new d. all the above

11. A motive we are aware of is called:

a. A conscious motive b. A dormant motive c. An emotional motive d. none of the above

12. A motive based on our feelings about a brand is called:

a. A conscious motive b. A dormant motive c. An emotional motive. d. none of the above

13. A motive which operates below the conscious level is called:

a. A conscious motive b. A dormant motive c. An emotional motive d. none of the above

14. A choice between two equally attractive alternatives is called:

a. Approach-approach b. Approach-avoidance c. Avoidance-avoidance d. none of the above

15. A course of action which has both positive and negative consequences is called:
a. Approach-approach b. Approach-avoidance c. Avoidance-avoidance d. none of the above

16. A person who is n position of attempting to satisfy their needs at the most basic level is operating at the
level of Maslow’s needs hierarchy called the need for
a. Self actualisation needs b. Physiological c. Social d. Esteem

17. Which of the following is NOT true?

a. Marketers can influence end goals easily b. Marketers can influence abstract goals easily
c. Marketers can influence main goals easily. d. none of the above

18. The elements that make up personality are called:

a. Factors b. Phonemes c. Traits d. all the above

19. Which of the following is NOT an approach to studying personality?

a. Typology b. Psychoanalysis c. Sociology d. none of the above

20. Which of the following is NOT a component of mind, according to Freud?

a. The id b. The trait c. The superego d. the ego

21. According to Freud, which of the following is an internalised parent?

a. The id b. The superego c. The ego d. none of the above
22. In Pavlov’s experiments, the meat powder acted as:
a. An unconditioned response b. An unconditioned stimulus
c. A conditioned stimulus d. none of the above

23. According to Freud, which of the following is our conscious self?

a. The id b. The superego c. The ego d. none of the above

24. Someone who is preoccupied with themselves and their internal world is called:
a. An extrovert b. An introvert c. An ultravert d. none of the above

25. Which of the following is true?

a. Self-concept is the person’s ideas and feelings about other people.
b. Self-concept is the person’s feelings and ideas about him or herself
c. Self-concept is the person’s feelings and ideas about the rest of the world.
d. none of the above

26. Which of the following is true?

a. Self-concept is instinctive b. Self-concept is learned
c. Self-concept is imposed on us by our parents. d. self-concept is emotional

27. Ourselves as others see us is called:

a. The real self b. The ideal self c. The looking-glass self d. the outsider self

28. The subjective self, as we see ourselves, is called:

a. The real self b. The ideal self c. Self-image. d. the observer self

29. The process of monitoring our behaviour to conform with feedback from others is called:
a. Self-expression b. Self-monitoring c. Self-behaving d. none of the above

30. Ducking when a stone is thrown at you is an example of:

a. Species response tendencies b. Maturation c. Learning d. none of the above

31. According to Freud, which of the following represents our underlying drives and instincts?
a. The id b. The superego c. The ego d. all the above

32. In Pavlov’s experiment, the bell acted as:

a. An unconditioned response b. An unconditioned stimulus
c. A conditioned stimulus d. none of the above
33. If the conditioned stimulus comes before the unconditioned stimulus, this is called:
a. Forward conditioning b. Backward conditioning
c. Simultaneous conditioning d. none of the above

34. Non-intelligent interruption in communication is called:

a. Noise b. Interference c. Encoding d. none of the above

35. What is the correct term for a situation where a stimulus no longer evokes the conditioned response?
a. Generalisation. b. Discrimination c. Extinction. d. none of the above

36. When a stimulus that is close to the conditioned stimulus evokes the conditioned response, this is
called:
a. Generalisation b. Discrimination c. Extinction. d. none of the above

37. Learning by trial and error is called:

a. Classical conditioning b. Positive reinforcement
c. Operant conditioning d. none of the above

38. Which of the following is NOT an aspect of cognitive learning?

a. Cognitive effort b. Synthesis c. Analysis. d. none of the above
39. An external trigger that encourages learning is called:
a. A response b. A cue c. Reinforcement. d. none of the above

40. A test in which people are shown a list of brands and asked which they remember is called:
a. A recall test b. A recognition test c. A brand memory test. d. none of the above

41. A connection someone makes between a brand and other concepts is called:
a. A brand link b. A brand connection c. A brand association. d. none of the above

42. Which of the following statements is not true?

a. Attitudes are inherently unstable b. Attitudes are learned
c. Attitudes are a predisposition to behave in a particular way
d. Attitudes are generally stable.

43. Which of the following is NOT a dimension of attitude?

a. Cognition b. Conation c. Perception. d. none of the above

44. The perceptual component of attitude is called:

a. Cognition b. Conation c. Affect. d. none of the above
45. The behavioural component of attitude is called:
a. Cognition b. Conation c. Affect d. none of the above

46. The emotional component of attitude is called:

a. Cognition b. Conation c. Affect. d. none of the above

47. Beliefs which cause someone to make a judgement about something are called:
a. Conative beliefs b. Cognitive beliefs c. Salient beliefs. d. none of the above

48. The degree of satisfaction that an individual gains from a given value is called:
a. Perceived instrumentality b. Value importance
c. Subjective importance d. none of the above

49. The view that people consciously evaluate the consequences of their behaviour is called:
a. The theory of considered responses b. The theory of reasoned action
c. The theory of planned behaviour d. none of the above

50. The theory that states that people take account of the ease (or difficulty) of an action before taking it is:
a. The theory of reasoned action b. The theory of planned behaviour
c. The theory of considered responses d. none of the above

51. An attitude which is usually kept secret is called:

a. A private attitude b. A hidden attitude c. A secret attitude d. none of the above

52. According to maslows needs hierarchy, for realising one’s own potential and for fully using ones talent
and capabilities are examples of
a. Self actualisation needs b. Physiological c. Social d. Esteem

53. Which of the following is NOT true?

a. Liking the advertisement usually means liking the brand.
b. Liking the advertisement and the brand are separate theoretical constructs
c. Liking the advertisement leads to buying the brand. d. none of the above

54. What are three popular methods for obtaining primary data?
a. Interviews and surveys; observation; experimentation.
b. Experimentation; personal interview; Delphi technique.
c. Interviews and surveys; observation; Harrison methodology.
d. Survey; interviews; experimentation.
55. Providing free samples of perfumes in magazines is an example of
a. Classic conditioning b. Social learning
c. operant conditioning d. Behavioural learning

56. Qualitative research is exploratory research used to uncover consumer attitudes, motivations and
behaviour. What techniques can be applied to obtain qualitative research?
a. Elicitation interviews. b. One to one interviews. c. Focus groups. d. All of the above.

57. What are the two types of research data?

a. Primary and secondary. b. Qualitative and predictive.
c. Qualitative and quantitative. d. Predictive and quantitative.

58. The process that creates changes in behaviour is called

a. Selective adaptation b. Learning c. Involvement Manipulation d. Attitude adjustment

59. Consumer behavior is a term that refers to

a. Organisational buying behaviour b. Commercial and government buying behaviour
c. Individual buying behaviour d. none of the above.

60. A cartoon test is an example of:

a. A secret technique b. A projective technique c. A private technique d. none of the above

61. Sending a message by more than one route is called Redundancy.

62. It is the systematic collection and analysis of consumer information for the purpose of effective decision
making - Consumer research

63. The objective of this Act is to protect the interests of consumers by establishing consumer councils for
settlement of consumer disputes -- Consumer Protection Act 1986

64. Learning leads to habitual purchasing behaviour if the consumer is satisfied with the brand over a
period of time.

65. What happens when the consumer gets the information on his own – Incidental learning.

66. Personality is the general sum of traits of a person.

67. Various sources of information like exhibitions, trade shows etc influence ones expectations.

68. The first step in creating good consumer research is to - Define the problem.
69. Cognative theory is relevant and important for involving products.

70. Secondary data has the possibility of becoming outdated.

71. He is considered the father of psychoanalysis - Sigmund Freud.

72. Involvement is consumer need specific.

73. By and large attitudes are interconnected.

74. Individuals have a specific perception and image of themselves called Self concept.

75. Information about a new product stored in bits and pieces in consumers mind is called Schema.

76. The components of attitude are Cognitive, Conative, Affective.

77. Habit is defined as repetitive behaviour in absence of evaluation of alternative choices.

78. Information technology has opened new avenue in collection of data in actual users.

79. Super ego operates both at the conscious and unconscious level.

80. Perception of a stimulus below the conscious level is called Absolute threshold.

81. Price perceptions directly influence the purchasing behaviour of consumer.

82. Attitudes are resultant of the combination of Beliefs and Values.

83. What is 'Conative' component of decision making - Purchase decision.

84. Perceptual vigilance helps consumers to collect more information on products about their benefits
before purchase.

85. Consumer research is the systematic collection and analysis of consumer information for the purpose
of effective decision making.

86. Translating symbols into meaning is called Decoding.

87. Brand personality is a metaphor for the emotional relationship that exists between a consumer and a
brand

88. Ego constitutes the moral factor of personality.

89. Attitudes based on Ambiguous information are relatively easy to change.

90. Learning leads to habitual purchasing behaviour if the consumer is satisfied with the brand over a
period of time.

91. Motives is purposeful and directed towards the specific goal

92. The behaviourist theory gives little emphasis on consumer Attitude.

93. Habit is defined as repetitive behaviour in absence of evaluation of alternative choices.

94. Attitudes are Dynamic in nature.

95. Perception is the selection, organisation and interpretation of marketing and environmental stimuli into
a cohesive picture.

96. Which method involves a detailed probing of the respondent by a specialist interviewer - In-depth
interviewing.

97. Superego attempts to define good and bad and induces a person to attain perfection.

98. Intelligent interruption in communication is called Interference.

99. Observation survey is a method of collecting past and current data by recording information.

100. Putting meaning into symbols is called Encoding.

Short Answers

1. Consumer Decision making process

2. Significance of CB study

3. Maslow’s need hierarchy

4. Motives conflict theory

5. Qualitative research

6. Just noticeable difference/ Differential threshold

7. Concept of personality

8. Perception

9. Information processing theory

10. Split-brain theory

11. Concepts of conditioning

12. Learning

13. Freuds Pshycoanalysis theory

14. Traits theory

15. Attitudes