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Customer Insights MCQ

The document contains 9 multiple choice questions about consumer perception from a marketing textbook. The questions cover topics like the steps in the information processing model, what constitutes perception, different types of motives like preservation-oriented versus growth motives, and McGuire's psychological motives classifications. Specifically, it asks about concepts like exposure, attention, interpretation, memory, cognitive versus affective motives, need for attribution, and consumers' tendency to discount claims relating to ego defense needs.

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Asya Orhan
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227 views2 pages

Customer Insights MCQ

The document contains 9 multiple choice questions about consumer perception from a marketing textbook. The questions cover topics like the steps in the information processing model, what constitutes perception, different types of motives like preservation-oriented versus growth motives, and McGuire's psychological motives classifications. Specifically, it asks about concepts like exposure, attention, interpretation, memory, cognitive versus affective motives, need for attribution, and consumers' tendency to discount claims relating to ego defense needs.

Uploaded by

Asya Orhan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Multiple Chocie Questions from the Hawkins and Mothersbaugh Book

Perception

1. Perception is a process that begins with consumer exposure and attention to marketing stimuli
and ends with consumer _____.

A. interpretation

B. attitudes

C. action

D. acceptance

E. behavior

2._____ is a series of activities by which stimuli are perceived, transformed into information, and
stored.

A. Perception

B. Interpretation

C. Information processing

D. Perceptual exposure

E. Selective exposure

3. Which of the following is NOT a step in the information-processing model?

A. exposure

B. comparison

C. attention

D. interpretation

E. memory

4. Which of the following stages of the information-processing model constitute perception?

A. exposure

B. exposure and attention

C. exposure, attention, and interpretation

D. exposure, attention, interpretation, and memory

E. exposure, attention, interpretation, memory, and action

5. ____ motives emphasize the individual as striving to maintain equilibrium.

A. Cognitive

B. A ective

C. Preservation-oriented

D. Growth

E. Leveling

6. Which motives emphasize development?

A. cognitive

B. a ective

C. preservation-oriented

D. growth

E. advancement

7. Which of the following is NOT used to classify McGuire’s psychological motives?

A. Is the mode of motivation cognitive or a ective?

B. Is the motive focused on preservation of the status quo or on growth?

C. Is this behavior actively initiated or in response to the environment?

D. Is the outcome of the behavior temporary or permanent?

E. Does this behavior help the individual achieve a new internal or a new external relationship to
the environment?

8. Which set of motives deals with our need to determine who or what causes the things that

happen to us?

A. need for consistency

B. need for attribution

C. need to categorize

D. need for objecti cation

E. need for autonomy

9. The tendency of many consumers to discount claims made by sales people and ads is related

to the need _____.

A. for ego defense

B. for focus

C. for assertion

D. to attribute causation

E. none of the above


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