The
University of Tennessee at Martin
Department
of IB, F, E and Marketing
Marketing
320: Consumer Behavior
Instructor: Timothy C. Johnston, Ph. D.
Chapter
15 Practice Questions
1. Schering-Plough is working to have the
Ultraviolet Index (UI) publicized and made part of the local weather reports in
order to
A. fulfill
an FTC requirement.
B. have
people recognize a problem with respect to sun exposure.
C. market
its new home UI measuring instrument.
D. increase
brand awareness.
E. none
of the above.
2. A consumer who continually purchases a
particular brand because it is the least expensive brand available is engaged
in
A. brand
loyal behavior.
B. repeat
purchasing behavior.
C. both
brand loyal and repeat purchasing behavior.
D. extended
decision making.
E. none
of the above.
3. A highly brand loyal consumer generally
purchases his/her favorite brand using
A. peripheral
decision making.
B. affective
decision making.
C. cognitive
decision making.
D. nominal
decision making.
E. none
of the above.
4. Problem recognition involves
A. choosing
between two or more potentially satisfactory alternatives.
B. a
discrepancy between a situational variable and a psychological variable.
C. determining
which of two or more alternative goals to pursue.
D.
a discrepancy between a desired
state and an actual state sufficient to trigger the decision process.
E. none
of the above.
5. The motivation to resolve a recognized
problem depends on
A. the
magnitude of the discrepancy between the desired and existing states.
B. the
relative importance of the problem.
C. the
time and effort required.
D. a and
b.
E. none
of the above.
6. A problem of which the consumer is not aware
is
A. an
inactive problem.
B. a
current problem.
C. a
situational problem.
D. an
artificial problem.
E. none
of the above.
7. Marketers can seek to
A. suppress
problem recognition.
B. react
to problem recognition.
C. influence
problem recognition.
D. all
of the above.
E. a and
c.
8. Proposed legislation would require health
and safety warnings in all advertising of alcoholic beverages in order to
A. reduce
product liability litigation.
B. repress
problem recognition.
C. correct
for past advertising abuses.
D. increase
problem recognition in some consumers.
E. none
of the above.
9. A firm that introduces a new line of non-fat
snack food due to increasing consumer concern with health is
A. activating
problem recognition.
B. reacting
to problem recognition.
C. suppressing
problem recognition.
D. triggering
problem recognition.
E. none
of the above.
10. Selective problem recognition involves
A.
a discrepancy which a variety of
brands within a product category can reduce.
B. a
discrepancy which only one brand within a product category can reduce.
C. recognition
of a problem for which there is no solution.
D. manifest
problem recognition.
E. none
of the above.