More MCQs

Question 1

What is meant by ‘attitude’ when it comes to consumers?
A.
A lasting evaluation of people, objects, advertisements or issues
B.
A fleeting understanding of people’s understanding of things around them
C.
A lasting understanding of one’s personal identity
D.
A good way to measure the value of objects

Answer 1

A.
A lasting evaluation of people, objects, advertisements or issues

Question 2

What is an attitude object?
A.
Objects that have an attitude
B.
Objects towards which one has an attitude
C.
Objects relevant to a person’s identity
D.
Objects that people hide from others

Answer 2

B.
Objects towards which one has an attitude

Question 3

How quickly can a consumer’s attitude change towards an object?
A.
As soon as a consumer has gifted the product or service that is being studied as an attitude object
B.
It is context-dependent; attitudes build and evolve over time based on issues of time, various stimuli in the market environment and personal or social circumstances.
C.
One to two years
D.
After the first trial of a product by a consumer

Answer 3

B.
It is context-dependent; attitudes build and evolve over time based on issues of time, various stimuli in the market environment and personal or social circumstances.

Question 4

The original Fishbein model was first revised to improve its powers of predictability. What is this revised version called?
A.
The user and gratification theory
B.
The multi-attribute attitude model
C.
The theory of reasoned action
D.
The theory of planned behaviour

Answer 4

C.
The theory of reasoned action

Question 5

Which is the most complete description of the subjective norm (SN) component of the theory of planned behaviour
A.
The intensity of a normative belief that others think an action should be taken or not and the motivation to comply with that belief
B.
In addition to attitude towards the brand we should also consider the perceived consequences of the purchase
C.
The intensity of motivation to comply with normative beliefs
D.
The intensity of a normative belief that others think an action should be taken or not

Answer 5

A.
The intensity of a normative belief that others think an action should be taken or not and the motivation to comply with that belief

Question 6

Where do models fall short in predicting consumer behaviour?
A.
The specificity between the attitude and the behavioural intention.
B.
Attitudes driven by experiences of others.
C.
Not recognising the outcomes of behaviour related to a product or service and the way in which it affects behaviour overall.
D.
Accounting for unexpected events in otherwise intentional and planned aspects of behaviour.

Answer 6

A.
The specificity between the attitude and the behavioural intention.

Question 7

Source credibility refers to a message source’s __
A.
Perceived objectivity
B.
Perceived expertise, objectivity or trustworthiness
C.
Perceived expertise
D.
Attractiveness

Answer 7

B.
Perceived expertise, objectivity or trustworthiness

Question 8

What are the broad types of appeals used in marketing messages?
A.
Rational or emotional
B.
Fear or emotional
C.
Fear or humour
D.
Rational or humour

Answer 8

A.
Rational or emotional

Question 9

Identify the types of emotional appeals most prevalent in marketing messages
A.
Deceit and humour
B.
Humour and fear
C.
Sex and money
D.
Value and usability

Answer 9

B.
Humour and fear

Question 10

It is now a well-known fact that consumers possess a range of strategies to make decisions and that everyone has a different:
A.
constructive processing.
B.
consumer hyperchoice.
C.
cognitive processing style.
D.
mental budget.

Answer 10

C.
cognitive processing style.

Question 11

To what do implementation intentions refer?
A.
How much weight we give to different kinds of information and a timetable to carry out our decision.
B.
Our evaluation of the effort we must invest in making a particular choice.
C.
Efforts to maintain our actions over time.
D.
Exaggeration of negative aspects of behaviour that might interfere with our ultimate goal.

Answer 11

A.
How much weight we give to different kinds of information and a timetable to carry out our decision.

Question 12

Web browser plug-ins that alert people to excessive usage of social media are an example of:
A.
counteractive construal.
B.
a feedback loop.
C.
the morning morality effect.
D.
self-regulation.

Answer 12

B.
a feedback loop.

Question 13

Habitual problem-solving is:
A.
unconscious, emotional, sequential.
B.
deliberate, rational, sequential.
C.
emotional, instantaneous.
D.
behavioural, unconscious, automatic.

Answer 13

D.
behavioural, unconscious, automatic.

Question 14

What is the key characteristic of extended problem-solving by consumers?
A.
Indulging in as much information collection as one can, from both memory and external sources.
B.
Consumers buying the first thing they see.
C.
When one considers one’s internal thoughts about a problem.
D.
Consumers’ beliefs are weakly held and do not aid the decision-making.

Answer 14

A.
Indulging in as much information collection as one can, from both memory and external sources.

Question 15

Which one of the following is the key characteristic of limited problem-solving?
A.
Every product alternative assessed and compared with the one in consideration.
B.
Considering multiple sources of information.
C.
Long hours spent deciding which product to buy.
D.
Little information search by consumers.

Answer 15

D.
Little information search by consumers.

Question 16

Consumers often feel a strong desire to choose new alternatives over more familiar ones. What is this known as?
A.
Variety amnesia.
B.
Sensory specific satiety.
C.
Feature creep.
D.
Variety seeking.

Answer 16

D.
Variety seeking.

Question 17

According to the expectancy disconfirmation model, the zone of abandonment results from:
A.
unrealistic expectations.
B.
customer satisfaction.
C.
realistic expectations.
D.
incompatible expectations.

Answer 17

D.
incompatible expectations.

Question 18

Which of the following is an example of a ‘voice response’ to dissatisfaction?
A.
Write a letter to a newspaper or complain to an Ombudsman.
B.
Express dissatisfaction to friends through word of mouth.
C.
Take legal action.
D.
Appeal for redress directly to the retailer.

Answer 18

D.
Appeal for redress directly to the retailer.

Question 19

Brand loyalty is most accurately defined as:
A.
buying the same brand every time we go shopping.
B.
an emotional response to a brand.
C.
repeat purchasing that reflects a conscious desire to continue buying the same brand.
D.
an intention to purchase the same brand every time we go shopping.

Answer 19

C.
repeat purchasing that reflects a conscious desire to continue buying the same brand.

Question 20

Which process of choosing products requires no conscious effort and lands the product in one’s shopping bag without much consideration?
A.
Limited problem-solving.
B.
Extended problem-solving.
C.
Habitual decision-making.
D.
Behavioural economy.

Answer 20

C.
Habitual decision-making.

Question 21

Which of the following is a key aspect of behavioural economics that relies on environmental cues to make consumers respond in a certain way?
A.
Priming.
B.
Default bias.
C.
Nudging.
D.
Sunk-cost fallacy.

Answer 21

C.
Nudging.

Question 22

How does understanding groups add to our knowledge of consumers?
A.
By highlighting aspects of identity.
B.
By studying how consumers do not wish to be accepted by a group.
C.
By highlighting identity markers we do not wish to be identified by.
D.
By focusing on the single most significant version of one’s self.

Answer 22

A.
By highlighting aspects of identity.

Question 23

When consumption behaviours are influenced by a person’s admiration for the qualities of another person or group, this is known as:
A.
information power.
B.
referent power.
C.
expert power.
D.
legitimate power.

Answer 23

B.
referent power.

Question 24

Social identity theory argues that:
A.
persons or groups have the means to provide positive reinforcement.
B.
we favour others who we feel share the same identity.
C.
each of us has multiple selves that relate to groups.
D.
groups or individuals have the capacity to alter the actions of others.

Answer 24

C.
each of us has multiple selves that relate to groups.

Question 25

The use of Professor Stephen Hawking by a robotics company to endorse its modems is an example of:
A.
reward power.
B.
legitimate power.
C.
referent power.
D.
expert power.

Answer 25

D.
expert power.

Question 26

Which of the following statements best explains the relationship between culture and consumer culture?
A.
Culture has no impact on consumer behaviour.
B.
Culture has a direct impact on consumer behaviour.
C.
Cultures are driven by marketplace activities that influence consumers to behave in the way they are told to.
D.
Consumer behaviour shapes a culture.

Answer 26

B.
Culture has a direct impact on consumer behaviour.

Question 27

Which area of a cultural system relates to the worldview of its members?
A.
Ecology.
B.
Ideology.
C.
Social structure.
D.
Cultural practices.

Answer 27

B.
Ideology.

Question 28

Consumers in Japan follow social rules, promote selflessness and work towards their society’s common goals. This can be described as a(n) _____ culture.
A.
independent
B.
collectivist
C.
ethnic
D.
individualist

Answer 28

B.
collectivist

Question 29

To fully understand consumer behaviour, we need to understand the cultural influences on what consumers are doing. This is the point of _______ .
A.
ethnocentricity
B.
ethnicity
C.
ethnography
D.
ethnoconsumerism

Answer 29

D.
ethnoconsumerism

Question 30

People in a culture share a set of moral and aesthetic principles. What term is used to describe this collection of principles?
A.
Conventions.
B.
Mores.
C.
Ethos.
D.
Custom.

Answer 30

C.
Ethos.