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Quiz on 9, created by Leo Yuan on 28/10/2017.
Leo Yuan
Quiz by Leo Yuan, updated more than 1 year ago
Leo Yuan
Created by Leo Yuan about 7 years ago
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Resource summary

Question 1

Question
Purchase of an item that the shopper did not have in mind on entering the store is a(n) ________________ purchase.
Answer
  • generally planned
  • substitute
  • unplanned
  • emotional

Question 2

Question
Putting the same commercial twice in the same advertisement break is an example of:
Answer
  • repetition
  • pulsing.
  • echoic memory.
  • repetition and pulsing.

Question 3

Question
Recalling information from long-term memory is:
Answer
  • an objective process.
  • a mechanical process.
  • dependent on scripts.
  • none of the given answers.

Question 4

Question
Reinforcement is:
Answer
  • any positive response to behaviour.
  • anything that increases the likelihood that a given response will be repeated in the future.
  • the result of repetition in a high-involvement situation.
  • necessary for learning to occur.

Question 5

Question
Relationship marketing has which of the following key elements?
Answer
  • customisation and augmentation
  • developing a core service or product
  • pricing to encourage loyalty
  • all of the given answers

Question 6

Question
Relative occupational class income is:
Answer
  • the relationship of a household's total income to the median income of other households in the same occupational class.
  • the basis of the Hollingshead two-factor index.
  • the basis of the Duncan Socioeconomic Index.
  • the basis of the NORC Index.

Question 7

Question
Repeat purchase behaviour is frequently referred to as:
Answer
  • brand loyalty.
  • relationship marketing.
  • customer satisfaction.
  • customer retention.

Question 8

Question
Sales increases in response to price reductions come from:
Answer
  • users of competing brands switching to the reduced-price brand.
  • consumers who do not shop at the store coming to the store to buy the brand.
  • non-product category buyers buying the brand because it now has a superior value to the substitute product.
  • all of the given answers.

Question 9

Question
Satisfaction with a purchase is primarily a function of:
Answer
  • perceived performance relative to expectations.
  • product involvement.
  • initial performance expectations.
  • perceived performance relative to expectations and initial performance expectations.

Question 10

Question
Scent strips placed in magazines:
Answer
  • tend not to be very cost effective.
  • do not affect sensory input.
  • increase sensory input.
  • work best when coupled with price discounts.

Question 11

Question
Semantic memory may contain:
Answer
  • product characteristics.
  • usage situations.
  • affective reactions.
  • all of the given answers.

Question 12

Question
Shaping involves:
Answer
  • encouraging (rewarding) partial responses leading to the final desired response.
  • structuring an overall advertisement to provide the desired interpretation.
  • modifying behaviour over time using classical conditioning.
  • modifying behaviour over time using iconic rote learning.

Question 13

Question
Social class affects all of the following except:
Answer
  • consumers' evaluative processes.
  • consumers' willingness to learn about products.
  • the number and type of attributes that may apply in a purchase decision.
  • the specific threshold that may apply in a purchase decision.

Question 14

Question
Spillover sales refer to:
Answer
  • sales made at one store because of crowds in a nearby store.
  • accessory sales made because a major item was purchased.
  • sales of additional items to customers who came to purchase an advertised item.
  • sales made at one store to customers who came to an area to visit another store.

Question 15

Question
Store atmospherics are:
Answer
  • the sum of all physical features of a retail environment.
  • shown to affect consumers' judgment of store quality and image.
  • known to influence shoppers' moods.
  • all of the given answers.

Question 16

Question
Strivers are best described as:
Answer
  • introspective.
  • impulsive, individualistic and inventive.
  • unsure, low on economic and psychological resources.
  • successful, sophisticated and active.

Question 17

Question
Strong, relatively uncontrollable feelings that affect our behaviour are:
Answer
  • motives.
  • needs
  • emotions
  • attitudes

Question 18

Question
Surveys and focus groups may be used to measure:
Answer
  • problem recognition.
  • observed behaviour.
  • objective assessments of consumer behaviour.
  • problem recognition, observed behaviour and objective assessments of consumer behaviour.

Question 19

Question
The 'full nest I' household life cycle stage is differentiated from 'full nest II' by the:
Answer
  • number of children living at home.
  • age of the parents and age of the children.
  • marital status of the parents.
  • age of the children.

Question 20

Question
The affective component of an attitude:
Answer
  • requires the prior existence of the cognitive component.
  • is based on the cognitive component.
  • is independent of the cognitive component.
  • can precede the cognitive component.
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