Full Test Bank Ch13 What'S Trending In Consume Behavior

Chapter 13: What's Trending in Consume Behavior

Type: multiple choice question

Title: Chapter 13 Question 01

1) Neuromarketing is a branch of research that

Feedback: Page reference: Trends in Consumer Research

Learning objective: 13.1

a. assesses behaviors such as click rates, search terms used, and where the customer went after leaving a website.

b. uses scientific methods involving the functioning of the brain to understand and predict consumer behavior.

c. focuses on what consumers do by examining purchase data and analyzing consumer panel data.

d. examines how consumers learn, remember, retrieve and process information, and form conclusions.

Type: multiple choice question

Title: Chapter 13 Question 02

2) Which research method starts with the placement of numerous electrodes on a person’s scalp?

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Learning objective: 13.1

a. Functional magnetic resonance imaging

b. Galvanic skin response test

c. Electroencephalographic research

d. Pupil dilation test

Type: multiple choice question

Title: Chapter 13 Question 03

3) Marketers can predict which brands consumers are thinking about by looking at a consumer’s _______ to see what and where activity is taking place.

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Learning objective: 13.1

a. brain scan

b. survey results

c. product reviews

d. text messages

Type: multiple choice question

Title: Chapter 13 Question 04

4) _______ can help researchers understand the complex relationships that exist between the brain and an individual’s social environment, cultural context, and preferences.

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Learning objective: 13.1

a. Automated text analysis

b. Neuromarketing

c. Quick response coding

d. Search engine optimization

Type: multiple choice question

Title: Chapter 13 Question 05

5) _______ is a useful tool for accessing a consumer’s hidden desires and preferences.

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Learning objective: 13.1

a. Quick response coding

b. Search engine optimization

c. Automated text analysis

d. Neuromarketing

Type: multiple choice question

Title: Chapter 13 Question 06

6) _______ utilizes brain-imaging technology to identify changes in blood flow and electrical activity in different parts of the brain.

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Learning objective: 13.1

a. Neuromarketing

b. Quick response coding

c. Automated text analysis

d. The brand personality scale

Type: multiple choice question

Title: Chapter 13 Question 07

7) _______ helps researchers examine brain activity, which helps them draw conclusions about memory, emotions, and decision-making.

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Learning objective: 13.1

a. Neuromarketing

b. Quick response coding

c. Automated text analysis

d. Telepresence

Type: multiple choice question

Title: Chapter 13 Question 08

8) _______ was used to identify the importance of the five key traits of: sincerity, excitement, competence, sophistication, and ruggedness.

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Learning objective: 13.1

a. Quick response coding

b. The brand personality scale

c. Automated text analysis

d. Search engine optimization

Type: multiple choice question

Title: Chapter 13 Question 09

9) _______ is the systematic interpretation of large amounts of textual data into meaningful patterns and themes.

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Learning objective: 13.1

a. Quick response codes

b. Radiofrequency technology

c. Search engine optimization

d. Automated text analysis

Type: multiple choice question

Title: Chapter 13 Question 10

10) _______ can identify patterns and themes that might not be obvious to the human reader by using complex grammatical and linguistic formulas to pull meaning from what is written.

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Learning objective: 13.1

a. Quick response coding

b. Radiofrequency technology

c. Automated text analysis

d. The brand personality scale

Type: multiple choice question

Title: Chapter 13 Question 11

11) _______ focuses on what consumers do when they conduct a search on Google (for example).

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Learning objective: 13.1

a. Automated text analysis

b. The brand personality scale

c. Quick response coding

d. Search engine optimization

Type: multiple choice question

Title: Chapter 13 Question 12

12) Marketers use _______ because companies want to make sure that consumers can find their websites.

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Learning objective: 13.1

a. radiofrequency identification

b. automated text analysis

c. search engine optimization

d. quick response coding

Type: multiple choice question

Title: Chapter 13 Question 13

13) New technology that is supposed to make our lives easier and more convenient is also making it easier for marketers to

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Learning objective: 13.1

a. empower consumers.

b. assess neural responses.

c. create a telepresence.

d. track our daily habits.

Type: multiple choice question

Title: Chapter 13 Question 14

14) With _______ research, all stakeholders need to be included in the research effort early in the process, as well as throughout the project.

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Learning objective: 13.1

a. transformative consumer

b. neuromarketing

c. radiofrequency identification

d. search engine optimization

Type: multiple choice question

Title: Chapter 13 Question 15

15) _______ refers to a stream of research that focuses on benefiting consumer welfare and quality of life across the world.

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Learning objective: 13.1

a. Transformative consumer research

b. Radiofrequency identification

c. Search engine optimization

d. The Internet of things

Type: multiple choice question

Title: Chapter 13 Question 16

16) What distinguishes _______ from other areas of consumer research is that it emphasizes the dissemination and sharing of valuable insights in an effort to alleviate and even solve some of the most pressing consumer welfare problems.

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Learning objective: 13.1

a. the sharing economy

b. transformative consumer research

c. the Internet of things

d. radiofrequency identification

Type: multiple choice question

Title: Chapter 13 Question 17

17) Consumers are becoming more _______ because they know that marketers are tracking them and trying to engage with them.

Feedback: Page reference: Consumer Trends

Learning objective: 13.2

a. quantifiable

b. dependant

c. empowered

d. responsible

Type: multiple choice question

Title: Chapter 13 Question 18

18) The _______ consumer expects to be heard when he or she has a complaint.

Feedback: Page reference: Consumer Trends

Learning objective: 13.2

a. empowered

b. responsible

c. quantified

d. dependant

Type: multiple choice question

Title: Chapter 13 Question 19

19) The _______ is a term used to describe an economic system that is based on the sharing of products.

Feedback: Page reference: Consumer Trends

Learning objective: 13.2

a. Internet of things

b. sharing economy

c. frugal consumer

d. quantified self

Type: multiple choice question

Title: Chapter 13 Question 20

20) Renting a bicycle is an example of participating in the

Feedback: Page reference: Consumer Trends

Learning objective: 13.2

a. purchase intention.

b. sharing economy.

c. frugal consumer.

d. quantified self.

Type: multiple choice question

Title: Chapter 13 Question 21

21) With the _______, consumers perceptions of ownership change as they consider what they can live without and how they can find alternative ways of accessing products and services.

Feedback: Page reference: Consumer Trends

Learning objective: 13.2

a. Internet of things

b. sharing economy

c. telepresence

d. quantified self

Type: multiple choice question

Title: Chapter 13 Question 22

22) _______ consumers are careful with their money and alter their behaviors because of monetary considerations.

Feedback: Page reference: Consumer Trends

Learning objective: 13.2

a. Frugal

b. Compulsive

c. Materialistic

d. Social

Type: multiple choice question

Title: Chapter 13 Question 23

23) _______ consumers use websites and apps that provide money-saving advice.

Feedback: Page reference: Consumer Trends

Learning objective: 13.2

a. Social

b. Materialistic

c. Frugal

d. Compulsive

Type: multiple choice question

Title: Chapter 13 Question 24

24) More consumers are starting to consider the environmental implications of their consumption choices and are engaging in _______ consumption.

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Learning objective: 13.2

a. profligate

b. sustainable

c. extravagant

d. wasteful

Type: multiple choice question

Title: Chapter 13 Question 25

25) Clam chowder is best when it is from New England, and nothing beats Texas barbecue. This connection to a specific place is called

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Learning objective: 13.2

a. contiguity.

b. terroir.

c. metaphor.

d. riche.

Type: multiple choice question

Title: Chapter 13 Question 26

26) _______ describes the vast collection of wireless-enabled devices that collect data and share that data with one another, with consumers, and with others.

Feedback: Page reference: Technological Trends

Learning objective: 13.3

a. Automated text analysis

b. The sharing economy

c. Neuromarketing

d. The Internet of things

Type: multiple choice question

Title: Chapter 13 Question 27

27) When a consumer uses a wireless-enabled device to lock their front door, they are contributing to the

Feedback: Page reference: Technological Trends

Learning objective: 13.3

a. sharing economy.

b. Internet of things.

c. quantified self.

d. implied social label.

Type: multiple choice question

Title: Chapter 13 Question 28

28) _______ refers to the idea that tracking metrics can lead to self-improvement in some way.

Feedback: Page reference: Technological Trends

Learning objective: 13.3

a. The sharing economy

b. Telepresence

c. The quantified self

d. Automated text analysis

Type: multiple choice question

Title: Chapter 13 Question 29

29) _______ relies on small electronic tags that are attached to products.

Feedback: Page reference: Technological Trends

Learning objective: 13.3

a. Search engine optimization

b. Radiofrequency identification technology

c. Automated text analysis

d. Transformative consumer research

Type: multiple choice question

Title: Chapter 13 Question30

30) _______ can be used to track inventory.

Feedback: Page reference: Technological Trends

Learning objective: 13.3

a. Transformative consumer research

b. Automated text analysis

c. Search engine optimization

d. Radiofrequency identification technology

Type: multiple choice question

Title: Chapter 13 Question 31

31) _______ are optical, machine-readable barcodes that record and store information related to items.

Feedback: Page reference: Technological Trends

Learning objective: 13.3

a. Quick response codes

b. Identification inputs

c. Automated text devices

d. Radiofrequency items

Type: multiple choice question

Title: Chapter 13 Question 32

32) A consumer can use _______ to quickly and easily access information.

Feedback: Page reference: Technological Trends

Learning objective: 13.3

a. quick response codes

b. automated text analysis

c. radiofrequency identification

d. search engine optimization

Type: multiple choice question

Title: Chapter 13 Question 33

33) _______ is a sensation that is very close to an actual experience and often happens when a consumer uses virtual reality technology.

Feedback: Page reference: Technological Trends

Learning objective: 13.3

a. The quantified self

b. Text analysis

c. Sharing economy

d. Telepresence

Type: essay/short answer question

Title: Chapter 13 Question 34

34) What distinguishes transformative consumer research from other areas of consumer research?

Feedback:

• It emphasizes the dissemination and sharing of valuable insights in an effort to alleviate and even solve some of the most pressing consumer welfare problems

Page reference: Trends in Consumer Research

Learning objective: 13.1

Type: essay/short answer question

Title: Chapter 13 Question 35

35) Describe the empowered consumer. How has consumer empowerment changed the way that companies and consumers communicate?

Feedback:

• The power in the consumer–marketer relationship has been shifting away from the marketer and toward the consumer
• Customers have become accustomed to sharing their input on a wide variety of products and services
• Rising consumer expectations

Page reference: Consumer Trends

Learning objective: 13.2

Type: essay/short answer question

Title: Chapter 13 Question 36

36) What is the lipstick index? How did it originate?

Feedback:

• The 2008-2009 global economic recession had lasting effects on consumer buying habits and decision-making
• Women may give up higher-priced items, but cosmetic sales often increase during economic hard times because these products are viewed as an affordable indulgence
• The sales of lipstick and nail polish often increase when consumers feel economically pinched, a phenomenon referred to as the lipstick index

Page reference: Consumer Trends

Learning objective: 13.2

Type: essay/short answer question

Title: Chapter 13 Question 37

37) Discuss the trends that have emerged as a response to the needs of frugal consumers.

Feedback:

• A rise in budget retail
• Personalized promotions
• Experiences are increasingly important

Page reference: Consumer Trends

Learning objective: 13.2

Type: essay/short answer question

Title: Chapter 13 Question 38

38) What is the General Data Protection Regulation? What is it intended to do and why?

Feedback:

• General Data Protection Regulation (GDPR) is a set of regulations that applies to any non-European Union company that collects and processes data collected from residents
• Strict guidelines specify how, when, and where a company can collect, distribute, and use customer data

Page reference: Consumer Trends

Learning objective: 13.2

Type: essay/short answer question

Title: Chapter 13 Question 39

39) What is the quantified self? Why is this concept important to consumers today? Provide examples.

Feedback:

• The quantified self is based on the idea that tracking metrics empower individuals to engage in self-improvement
• There is likely to be an increase in demand for products, apps, and services that fit the needs of empowered consumers

Page reference: Technological Trends

Learning objective: 13.3

Type: essay/short answer question

Title: Chapter 13 Question 40

40) Describe how companies have used social media and virtual reality experiences to enhance consumer engagement.

Feedback:

• Companies can use social media to initiate a dialogue with consumers
• Virtual reality and the concept of telepresence increase consumer engagement and brand affinity

Page reference: Technological Trends

Learning objective: 13.3

Type: essay/short answer question

Title: Chapter 13 Question 41

41) Describe the trend toward the quantified self and the explosion in social media sharing. How can marketers make use of these trends?

Feedback:

• Consumers have a desire to share their life experiences on social media
• These tools change a consumer’s sense of self in the world
• They offer opportunities to develop greater connectivity and conversations with consumers

Page reference: Technological Trends

Learning objective: 13.3

Type: essay/short answer question

Title: Chapter 13 Question 42

42) Explain neuromarketing and neuroimaging. What can this technology tell marketing managers that other research methods cannot? In what ways might neuromarketing techniques be superior to traditional consumer research techniques?

Feedback:

• Neuromarketing utilizes brain-imaging technology to identify changes in blood flow and electrical activity in different parts of the brain
• Neuroimaging reveals information about the decisions the brain is making before they are filtered through any social, cultural, or other filters
• Marketers have found that neuromarketing is a useful tool for accessing a consumer’s hidden desires and preferences

Page reference: Trends in Consumer Research

Learning objective: 13.1

Type: essay/short answer question

Title: Chapter 13 Question 43

43) Describe three types of technology that facilitate consumer data collection. Why do marketers collect this information? Outline the pros and cons of data collection. Can consumers stop the collection of their data?

Feedback:

• Data collection is facilitated by GPS technology, voice recognition, and facial recognition programs
• Marketers collect data like these to help them better serve their customers
• Marketers can identify consumer needs, wants, and trends so that they can predict what kinds of offerings consumers might like in the future
• These technologies can be used make a consumer’s life easier and more efficient
• Consumer privacy is compromised, and their information can be hacked, sold, etc.
• Consumers can update their privacy settings, opt out of data collection, and download security software

Page reference: Trends in Consumer Research

Learning objective: 13.1

Type: essay/short answer question

Title: Chapter 13 Question 44

44) What is search engine optimization and why is it important to marketing managers? How do marketers know what to insert on their websites so that they will result in the highest rankings? Why is search engine ranking order important?

Feedback:

• It utilizes key words, phrases, links, apps, etc., to deliver higher rankings on the search engine results page
• Marketers examine a variety of tools, such as Google Analytics and Google AdWords to find clues about what consumers are thinking when they’re conducting a search
• Search engine optimization algorithms can incorporate a company’s apps, regular updates and feeds, videos, and up-to-the minute product and pricing information

Page reference: Trends in Consumer Research

Learning objective: 13.1

Type: essay/short answer question

Title: Chapter 13 Question 45

45) Describe the frugal consumer. Be sure to highlight specific traits and contributing factors. What trends have emerged as a result?

Feedback:

• Frugal consumers are careful with their money and alter their behaviors because of monetary considerations.
• The lipstick index
• A rise in budget retail
• Personalized promotions
• Experiences are increasingly important
• The sharing economy

Page reference: Consumer Trends

Learning objective: 13.2

Type: essay/short answer question

Title: Chapter 13 Question 46

46) Provide a detailed outline of the shift of power in the consumer–marketer relationship. How does this shift impact consumers and companies?

Feedback:

• Consumer empowerment
• The power is shifting from the marketer to the consumer
• Customers have become accustomed to sharing their input
• The shift in power correlates with rising consumer expectations
• Consumers expect that the purchase process will be intuitive and seamless
• Marketers need to find new ways to interact with consumers, remain transparent, increase engagement, and meet consumer expectations

Page reference: Consumer Trends

Learning objective: 13.2

Type: essay/short answer question

Title: Chapter 13 Question 47

47) Describe the sharing economy and provide at least three examples of the sharing economy in action. How has the sharing economy changed purchasing patterns?

Feedback:

• The sharing economy is a term used to describe an economic system that is based on the sharing of products
• Collective ownership
• Sharing removes the commitment of purchasing something while still allowing consumers to enjoy it

Page reference: Consumer Trends

Learning objective: 13.2

Type: essay/short answer question

Title: Chapter 13 Question 48

48) Identify and describe the six key consumer trends that have significantly altered the lives of consumers in modern society.

Feedback:

• The empowered consumer
• The sharing economy
• The frugal consumer
• Concerns about privacy
• Sustainable consumption
• Authentic consumption experiences

Page reference: Consumer Trends

Learning objective: 13.2

Type: essay/short answer question

Title: Chapter 13 Question 49

49) Provide a detailed description of the Internet of things and its relevance to consumer behavior. Be specific and provide examples.

Feedback:

• The Internet of things is a term used to describe the vast collection of wireless-enabled devices that collect data and share that data with one another, with companies, and with other interested parties
• Examples include home assistant devices, appliances, phones, and wearable technology
• Devices are able to combine and sync data among themselves and then store that data to provide greater portability and access
• The quantified self is based on the idea that tracking metrics empower individuals to engage in self-improvement

Page reference: Technological Trends

Learning objective: 13.3