TBChap 013

Chapter 13
Situational Influences
Multiple Choice Questions

1. The purchase decision and consumption process always occur in the context of _____.
A.
others
B.
a specific situation
C.
marketing communications
D.
E.
an extended decision-making process

a social surrounding
2. To understand a consumer's behavior, we must know about the _____.
A.
B.
C.
D.
E.
consumer
situation
stimulus object
A and B
A, B, and C
3. All those factors particular to a time and place that do not follow from knowledge of the stable
attributes of the consumer and the stimulus and that have an effect on current behavior are
known as _____.
A.
B.
situational influence
motivators
C.
consumption triggers
D.
consumption influencers
E.
motivational influence
13-1
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4. Which of the following also includes a situation-specific component?
A.
B.
personality
self-concept
C.
involvement
D.
demographics
E.
brand image
5. Which of the following is a situation in which consumer behavior occurs?
A.
communications situation
B.
purchase situation
C.
usage situation
D.
disposition situation
E.
all of the above
6. Which of the following is NOT a situation in which consumer behavior occurs?
A.
B.
purchase situation
C.
D.
usage situation
E. All of the above are situations in which consumer behavior occurs.

7. Which of the following is a situational characteristic?
A.
B.
C.
product
package
temporal perspective
D.
demographics
E.
social class
13-2
8. Sharon has to purchase a gift for her mother and only has this afternoon to do so because her
birthday party is that evening. She's wondering how she will be able get to the mall in time to pick
out the perfect gift. This is an illustration of which situation characteristic?
A.
physical features
B.
social surroundings
C.
D.
task definition
E.
antecedent state
9. Which of the following is NOT an individual characteristic influencing consumer behavior?
A.
B.
C.
D.
E.
culture
attitudes
task definition
social class
motivation
10. Which of the following is NOT a consumption response?
A.
B.
C.
task definition
problem recognition
purchase
D.
disposition
E.
alternative evaluation
11. The situation interacts with the marketing activity and the individual to determine behavior. Which
of the following is a marketing activity?
A.
B.
lifestyle
C.
package
D.
purchase
E.
task definition
13-3
12. Mark is developing the marketing strategy for his business, which is a retail store. He knows that
situation characteristics will interact with his marketing activity. Which of the following is a situation
characteristic he needs to consider?
A.
social class
B.
attitudes
C.
lifestyle
D.
E.
task definition
all of the above
13. The situation in which consumers receive information has an impact on their behavior and is
referred to as the _____ situation.
A.
B.
communications
purchase
C.
D.
E.
usage
disposition
preliminary
14. In which situation do marketers attempt to place their ads in appropriate media contexts to
enhance their effectiveness?
A.
B.
communications
purchase
C.
D.
E.
usage
disposition
preliminary
15. When orange juice manufacturers attempted to expand the various times of day when consumers
would see orange juice as an appropriate beverage to consume, they were trying to influence
which situation?
A.
communication
B.
C.
D.
E.
usage
purchase
disposition
all of the above
13-4
16. Arm & Hammer baking soda has been very successful promoting other uses for this product.
Advertisements provide several uses other than baking, such as removing odors from carpeting,
the laundry, and kitty litter boxes. Finding more uses for a product is known as a(an) _____.
A.
B.
purchase situation
C.
D.
E.
expanded usage situation

alternative usage situation
17. In the United States, a man usually gives a woman a diamond ring for her to wear on her lefthand ring finger when they become engaged to be married. However, one diamond distributor has
developed the idea that women should wear diamonds on their right hands as well. Marketing
communications regarding the Diamond Right Hand Ring stress the independence of women and
their ability to buy a diamond for themselves. One ad claims that a diamond on a left hand says
"we," while a diamond on the right hand says "me." This diamond distributor is attempting to
_____.
A.
B.
influence the competitive situation

expand the usage situation
C.
reduce the disposition situation
D.
influence the social surroundings
E.
influence the temporal perspective
18. Which situation involves consumers disposing of products or product packages after or before
product use?
A.
B.
purchase situation
C.
D.
E.
usage situation
task situation
13-5
19. Decisions made by consumers regarding the _____ situation can create significant social
problems as well as opportunities for marketers.
A.
B.
disposition
purchase
C.
communication
D.
expanded usage
E.
usage
20. Which group needs to understand how situational influences affect consumers' disposition
decisions?
A.
B.
C.
D.
E.
marketers
government
environmental organizations
A and B
A, B, and C
21. Walker and his wife have two children. They have purchased a new computer for their household
every four years or so for almost 20 years. When Walker purchases a new one, usually for him to
be able to work at home, one of his children will get the old one. However, they have a few old
computers sitting in the attic and garage because Walker doesn't really know how to get rid of
them. This is an example of which type of situation?
A.
B.
purchase situation
C.
D.
E.
replacement situation
22. Gertrude is very environmentally conscious, so she only uses paper bags at the grocery store
and tries to purchase items in packages that are recyclable. Her behavior concerns which type of
situation?
A.
B.
socially sensitive situation

C.
usage situation
D.
purchase situation
E.
13-6
23. Which of the following is NOT a key situational dimension or characteristic that influences
consumer behavior?
A.
physical surroundings
B.
social surroundings
C.
D.
temporal perspectives
E.
task definition
24. Dcor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials
surrounding the stimulus object are included in which situational characteristic?
A.
B.
social surroundings
C.
D.
task definition
E.
antecedent states
25. Melanie lives in a small city that does not have a lot of the interesting retail stores. She and her
two best friends take a trip twice a year to places such as Atlanta, Dallas, and Chicago to go
shopping. It's so exciting for them to go in some of the stores because they are so unique, and
they have only seen them online or in catalogs. Also, several cities now have lifestyle centers or
town centers that are reminiscent of downtown in bygone days. All of the factors such as dcor,
sounds, aromas, lighting, weather, and configurations of merchandise or other materials
surrounding the merchandise that Melanie and her friends make a special trip to experience
comprise which situation characteristic?
A.
B.
social surroundings
C.
D.
task definition
E.
antecedent states
13-7
26. The sum of all the physical features of a retail environment is referred to as the _____.
A.
store situation
B.
retail ambiance
C.
D.
E.
retail surroundings
store atmosphere
merchandising mix
27. Many of you have probably heard of Banana Republic retail stores and perhaps have shopped
there. Many of you may not know that the store used to look much different than it does today. It
used to be more like an adventure, and the merchandise assortment was more appropriate for a
safari. If you've ever seen an Indiana Jones movie, you can get a pretty good idea of what
Banana Republic used to look like. The stores would have a jeep in the store, camouflage netting,
and music from the 1940s playing. The inside had wooden beams and maps hung on the wall
that looked like treasure maps. Much of the merchandise was accompanied by a sign that had a
tale of some adventure associated with it. These physical features of the retail environment are
referred to as the _____.
A.
store situation
B.
retail ambiance
C.
D.
E.
retail surroundings
store atmosphere
merchandising mix
28. A store's atmosphere can influence which of the following?
A.
consumers' judgments of the quality of the store
B.
store's image
C.
shoppers' moods
D.
E.
shoppers' willingness to visit and linger

all of the above
13-8
29. _____ is the process managers use to manipulate the physical retail environment to create
specific mood responses in shoppers.
A.
Servicescape
B.
Psychographics
C.
Atmospherics
D.
E.
Environmentalism
Landscaping
30. Carmen is double majoring in fashion merchandising and graphic design in college. When she
graduates, she wants to design the physical environment of retail stores, particularly those in
women's fashions. She wants to create environments that create specific mood responses in
shoppers. Which field best describes what Carmen wants to do?
A.
architecture
B.
retail atmospherics
C.
art
D.
graphic design
E.
marketing
31. Atmosphere is referred to as _____ when describing a service business such as a hospital, bank,
or restaurant.
A.
B.
C.
D.
E.
landscape
servicescape
ambiance
environment
servqual
32. With respect to the typology of service environments, a bank would be categorized as _____.
A.
utilitarian
B.
personal
C.
hedonic
D.
tangible
E.
moderate
13-9
33. Marcie will soon be 50 years old, so to pamper herself, she decided to get a massage. With
respect to the typology of service environments, this type of service would be categorized as
_____.
A.
utilitarian
B.
personal
C.
hedonic
D.
intangible
E.
moderate
34. Which of the following services would be classified as having an extended hedonic consumption
purpose?
A.
bank
B.
cruise
C.
business dinner
D.
exercise class
E.
theater
35. Which of the following are components of the physical environment?
A.
B.
C.
colors, aromas, music, and crowding

normal and expanded usage
utilitarian and hedonic product characteristics
D.
moods and momentary conditions
E.
internal and external influences
36. Which color(s) is(are) arousing?
A.
B.
red
yellow
C.
D.
E.
blue
A and B
A, B, and C
13-10
37. Which type of industry has developed around the use of ambient scents?
A.
professional scenting
B.
environmental fragrancing
C.
scent motivation
D.
environmental creationism
E.
environmental construction
38. How does music influence consumer behavior?
A.
B.
subliminally
reduces consumers' perception of overcrowding
C.
changes temporal perspective
D.
influences mood
E.
changes cognitive structures
39. Mike is the owner of a restaurant that also has a bar. Based on research that studied the impact
of background music on restaurant patrons, what can Mike expect if he uses slow music in his
establishment?
A.
B.
C.
faster service time

customers spend less time at a table
larger amount of bar purchases
D. significantly more (i.e., 50 percent or more) spent on food purchases

E.
greater number of customer groups leaving before seated
40. Crowding generally produces which outcome for the retail outlet and the consumer?
A. generally positive outcomes for the retailer, but negative outcomes for the consumer
B. generally negative outcomes for the consumer, but positive outcomes for the retailer
C.
generally positive outcomes for both
D.
generally negative outcomes for both
E.
none of the above
13-11
41. Which of the following statements is FALSE regarding crowding as a situational characteristic?
A. Crowding generally produces negative outcomes for both the retail outlet and the consumer.
B.
Most consumers find crowded feelings to be unpleasant.
C.
Crowding is unpleasant regardless of a consumers' culture.
D. Most consumers find feelings of crowding to be unpleasant and will spend less time in the
store.
E.
Crowding causes most consumers to spend more money.
42. Under conditions of crowding, consumers tend to _____.
A.
buy less
B.
make faster decisions
C.
use less information
D.
be less satisfied
E.
all of the above
43. Under conditions of crowding, consumers tend do to all of the following EXCEPT _____.
A.
B.
C.
D.
E.
buy less
make more demands on the sales personnel
be less satisfied
all of the above
44. A closed-in feeling created by a crowded store will result in adaptive strategies that could _____.
A. lengthen shopping time, shorten purchases, and increase the use of in-store information
B. shorten shopping time, increase purchases, and decrease the use of in-store information
C. reduce shopping time, reduce purchases, and alter the use of in-store information
D. reduce shopping time, reduce purchases, and greatly increase the use of in-store information
E.
none of the above
13-12
45. The other individuals present in the particular situation are referred to as the _____.
A.
servicescape
B.
social surroundings
C.
D.
store atmosphere
E.
46. Jessica and her friends are 16 years old like to shop at Aeropostale, which is a clothing store
targeted to teens and young adults. They like to go in that store because there are usually some
pretty cute guys working and shopping there. Even though there are some parents shopping with
their teens, the other customers are usually teens like themselves. The other individuals present
in this store represent the _____.
A.
servicescape
B.
social surroundings
C.
D.
store atmosphere
E.
47. Some consumers are highly susceptible to interpersonal influence, which is a _____.
A.
norm
B.
situation factor
C.
product factor
D.
personality trait
E.
cultural factor
48. Mimi is a teenager and wants to be accepted by her friends. In fact, she might act a certain way
not because she really wants to, but rather, she does it because others around her are doing it.
The influence these others have on Mimi represent which situational characteristic?
A.
B.
C.
task definition
D.
antecedent states
E.
social surroundings
13-13
49. Which of the following is a negative emotion influenced by both the product (e.g., hearing aids,
feminine hygiene products) and the situation?
A.
embarrassment
B.
shame
C.
fear
D.
E.
anger
disappointment
50. Clara was shopping with her friend, Jane, when they both went into a drug store. Clara needed to
buy medication for hemorrhoids, but she was reluctant to do so in front of Jane. Which emotion
was Clara probably experiencing in this situation?
A.
embarrassment
B.
shame
C.
fear
D.
E.
anger
disappointment
51. Which situational characteristic deals with the effect of time on consumer behavior?
A.
B.
social surroundings
C.
D.
task definition
E.
antecedent states
52. One aspect of purchasing from QVC, one of the cable shopping channels on television, is that the
"offer" will expire within a certain amount of time, creating a sense of urgency among consumers.
Teresa watches this channel frequently and admits that this aspect of the situation does influence
her decision to buy something. Which characteristic of the situation is influencing Teresa and
others' behavior?
A.
B.
social surroundings
C.
D.
task definition
E.
antecedent states
13-14
53. Shopping on the Internet provides which important time-related dimension(s)?
A. It has the potential to reduce the amount of time required to make a specific purchase.
B. It provides the consumer with almost total control over when the purchase is made.
C. It eliminates the uneasiness of crowding experienced in many retail outlets.
D.
E.
A and B
A, B, and C
54. The reason the consumption activity is occurring is the situation characteristic of _____.
A.
B.
social surroundings
C.
D.
task definition
E.
antecedent states
55. Stacy is shopping to purchase new linens for her guest room. Which situational characteristic is
influencing her behavior?
A.
B.
social surroundings
C.
D.
task definition
E.
antecedent states
56. Which of the following is a reason consumers give gifts?
A.
B.
C.
D.
E.
social expectations
ritualized consumption experiences
to elicit return favors
as an expression of love and caring
all of the above
13-15
57. James is giving his cousin, Conor, a new video game for his birthday. Which of the following is the
most likely reason James is giving this gift?
A.
B.
because he is required to do so
because it is a ritualized consumption experience
C.
D.
as a return favor
E.
because he hopes the receiver will share the gift
58. John is a salesman and gave one of his customers an expensive watch. Which of the following is
the most likely reason John gave this gift?
A.
B.
C.
social expectations
to elicit a return favor
D.
because it is a business requirement
E.
as an expression of loving and caring
59. One study found that wedding gifts tend to be _____ while birthday gifts tend to be _____.
A.
expensive; inexpensive
B.
inexpensive; expensive
C.
fun; utilitarian
D.
utilitarian; fun
E.
large; small
60. Rachel is going to the mall to purchase a wedding gift for a co-worker. Based on research, which
type of product is she likely to buy?
A.
B.
expensive
inexpensive
C.
expressive
D.
utilitarian
E.
hedonic
13-16
61. Which of the following is a way that gifts communicate symbolic meaning?
A. In many cases, price can be known and can be interpreted as a measure of the esteem the
giver has for the receiver.
B. The image and functionality of the gift implies the giver's impression of the image and
personality of the receiver.
C.
It reflects on the image and thoughtfulness of the giver.
D. It can signify the type of relationship the giver has or desires with the receiver.
E. All of the above ways communicate the symbolic meaning of a gift.
62. A person who shops a nicer store than normal because he or she is buying a gift is influenced by
the _____ characteristic of the situation.
A.
B.
antecedent state
C.
task definition
D.
E.
none of the above
63. Features of the individual person that are not lasting characteristics, such as momentary moods
or conditions, are called _____.
A.
personality
B.
antecedent states
C.
context effects
D.
task definition
E.
self-concept
64. Transient feeling states that are generally not tied to a specific event or object are known as
_____.
A.
noncontextual effects
B.
traits
C.
temporal effects
D.
social surroundings
E.
moods
13-17
65. Which of the following are antecedent states?
A.
B.
C.

utilitarian and hedonic
D.
E.
66. A market research study asked consumers to rate themselves with respect to several adjectives,
such as happy, cheerful, peaceful, sad, blue, and depressed. What is this research trying to
assess?
A.
B.
traits
C.
temporal effects
D.
social surroundings
E.
mood
67. Which of the following statements is TRUE regarding moods?
A. Moods are relatively stable states that are tied to a specific event or object.
B. Moods affect the consumption process, but they are not affected by the consumption process.
C. Positive moods have not been shown to affect shopping behavior.
D.
Consumers do not actively try to manage their mood states.
E. Ad and brand attitudes are often influenced in a mood-congruent manner.

68. Which of the following reflects temporary states of being rather than temporary states of mind?
A.
B.
moods
momentary conditions
C.
task definition
D.
personality traits
E.
self-concept
13-18
69. Clark and his family normally live paycheck to paycheck. However, this month, they found
themselves with a little extra money, so they decided to go out to a nice restaurant and to a
movie. This is an example of the antecedent state of _____.
A.
positive mood
B.
good luck
C.
D.
optimism
E.
hedonism
70. Stan was feeling very tired and hungry in the mid-afternoon, so he ate a Snickers candy bar. Stan
is attempting to manage his _____.
A.
personality traits
B.
momentary condition
C.
mood
D.
self-concept
E.
daily ritual
71. What do Hispanic girls celebrate when they are 15 years old?
A.
ritual situation
B.
bat mitzvah
C.
quinceaera
D.
Cinco de Mayo
E.
A and C
72. Magdalena and her family live in a Honduran neighborhood of Queens, New York. She is looking
forward to the extravagant Egyptian-themed party her parents are giving her for her upcoming
th
15 birthday where she will be carried in on a platform by six of her classmates. This party will
celebrate Magdalena's __________.
A.
bar mitzvah
B.
bat mitzvah
C.
Cinco de Mayo
D.
E.
quinceaera
confirmation
13-19
73. A socially defined occasion that triggers a set of interrelated behaviors that occur in a structured
format and that have symbolic meaning is referred to as a _____.
A.
B.
C.
D.
E.
ritual situation
momentary condition
prescriptive
schema
holiday
74. Every year around the 4th of July, families get together and celebrate a family reunion as well as
Independence Day. The Normans, one such family, does this every year, and the party is pretty
much the same every year. A cookout is held at one family member's home, and games for the
children are played, such as a three-legged race and an egg toss competition. The family that
wins the overall competition gets to take home a hideous, but meaningful trophy for that year. This
is an example of a _____.
A.
B.
C.
D.
E.
ritual situation
momentary condition
prescriptive
schema
social schema
75. Giving out candy to children on Halloween, giving chocolate and roses to sweethearts on
Valentine's Day, and wearing green and drinking green beer on St. Patrick's Day are all examples
of _____.
A.
B.
C.
D.
E.
ritual situations
prescriptives
schemas
social surroundings
13-20
76. Which of the following statements is FALSE regarding ritual situations?
A. Rituals are receiving increasing attention by marketing scholars and practitioners.

B. Ritual situations are of major importance to marketers because they often involve prescribed
consumption behaviors.
C. There is enough shared behavior across individuals and households that marketers can
develop products and promotions around the common ritual situations that arise each year.
D.
Ritual situations can also result in injurious consumption.
E. Marketers cannot change or create consumption patterns associated with ritual situations.
77. Binge drinking among college students can be described as a(n) _____.
A.
ritual behavior
B.
socially desirable behavior
C.
task accomplishing behavior
D.
antecedent behavior
E.
value-expressive behavior
78. Which of the following is a step in the approach for developing situation-based marketing
strategies that was given in the textbook?
A. Use observational studies, focus group discussions, depth interviews, and secondary data to
discover the various usage situations that influence the consumption of the product.
B. Survey a large sample of consumers to better understand and quantify how the product is used
and the benefits sought in the usage situation by the market segment.
C.
D.
Construct a person-situation segmentation matrix.

Evaluate each cell in terms of potential.
E. All of the above are steps for developing situation-based marketing strategies.
13-21
79. Which of the following is the FIRST step in the approach for developing situation-based marketing
strategies?
A. Use observational studies, focus group discussions, depth interviews, and secondary data to
discover the various usage situations that influence the consumption of the product.
B. Survey a large sample of consumers to better understand and quantify how the product is used
and the benefits sought in the usage situation by the market segment.
C.
D.

E. Develop and implement a marketing strategy for cells that offers sufficient profit potential given
your capabilities.
80. Richard is studying how various usage situations influence the consumption of his company's
products. He conducted qualitative analyses (i.e., focus group discussions and depth interviews)
as well as surveyed a larger sample of consumers to better understand and quantify how
products are used and the benefits sought in the usage situation by the market segment. Richard
is performing the first two steps in an approach to develop _____.
A.
demographically based marketing strategies
B.
geographically based marketing strategies
C.
situation-based marketing strategies
D.
E.
hedonic purchase situations
True / False Questions

81. To better understand a consumer's behavior, we must know about the consumer, about the
primary stimulus object, and about the situation.
True
False
82. Consumer behavior occurs within four broad categories or types of situations: the
communications situation, the purchase situation, the usage situation, and the social situation.
True
False
13-22
83. Expanded usage situation strategies can produce major sales gains for established products.
True
False
84. The disposition situation can create significant social problems as well as opportunities for
marketers.
True
False
85. Physical surroundings represent the situational characteristic that has the greatest impact on
consumption behavior.
True
False
86. Psychographics is the process managers use to manipulate the physical retail environment to
create specific mood responses in shoppers.
True
False
87. Consumers typically attend the theater for utilitarian purposes.

True
False
88. The only aspect of music that influences consumer behavior is tempo.
True
False
89. Personal space and resulting crowding perceptions can vary from culture to culture.
True
False
90. Individuals tend to comply with group expectations, particularly when the behavior is visible.
True
False
91. The presence of close family members during the shopping occasion increases impulse buying
more than close friends.
True
False
92. Mood is an example of a momentary condition reflecting a temporary state of being.

True
False
13-23
93. Marketers do not attempt to change or create consumption patterns associated with rituals.
True
False
94. Individuals cannot "create" the situations they face.

True
False
95. Determining how products are currently used across situations can help the marketer develop
appropriate advertising and positioning strategies.
True
False
Essay Questions
96. Describe the nature of situational influence on consumer behavior, and briefly discuss the four
broad categories or types of situations.
97. Pablo is planning on opening a Mexican restaurant in the town where he lives. He is considering
how to design the physical environment of the restaurant. Discuss the components of the physical
surroundings that can influence consumption behavior and make some recommendations to
Pablo regarding each component.
13-24
98. Tim is looking for a gift for his relatively new girlfriendhe likes her a lot but is not sure if she's
"the one." He's facing somewhat of a dilemma with this gift because he doesn't want to send the
wrong message to her, but he doesn't want to appear cheap, either. Moreover, he's not sure how
she really feels about him. Explain the types of symbolic meaning the gift he selects might hold.
99. Explain why ritual situations are important to marketers.
100 You are tasked with the responsibility of developing a situation-based marketing strategy. Explain
.
how you would go about doing that.
13-25
Chapter 13 Situational Influences Answer Key
Multiple Choice Questions

1.
The purchase decision and consumption process always occur in the context of _____.
A.
others
B.
a specific situation
C.
marketing communications
D.
an extended decision-making process
E.
a social surrounding
Consumers respond to marketing influences and the situation simultaneously.
AACSB: Analytical Thinking

Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 13-01 Define situational influence
Topic: Situational Influence
2.
To understand a consumer's behavior, we must know about the _____.
A.
B.
C.
D.
consumer
situation
stimulus object
A and B
E.
A, B, and C

Blooms: Remember
Topic: The Nature of Situational Influence
13-26
3.
All those factors particular to a time and place that do not follow from knowledge of the stable
attributes of the consumer and the stimulus and that have an effect on current behavior are
known as _____.
A.
situational influence
B.
motivators
C.
consumption triggers
D.
consumption influencers
E.
motivational influence
In most cases, the situation stands apart from the consumer and the stimulus.

Blooms: Remember
Difficulty: 1 Easy
4.
Which of the following also includes a situation-specific component?
A.
personality
B.
self-concept
C.
involvement
D.
demographics
E.
brand image
Some consumers are involved only when they have to make a purchase.

Blooms: Remember
13-27
5.
Which of the following is a situation in which consumer behavior occurs?
A.
B.
purchase situation
C.
usage situation
D.
E.
all of the above
Consumer behavior occurs within four broad categories or types of situations.

Blooms: Remember
Difficulty: 1 Easy
6.
Which of the following is NOT a situation in which consumer behavior occurs?
A.
B.
purchase situation
C.
usage situation
D.
E. All of the above are situations in which consumer behavior occurs.

Consumer behavior occurs within four broad categories or types of situations.

Blooms: Remember
13-28
7.
Which of the following is a situational characteristic?
A.
product
B.
package
C.
D.
demographics
E.
social class
Temporal perspectives are situational characteristics that deal with the effect of time on
consumer behavior.

Blooms: Remember
Learning Objective: 13-03 Summarize the five characteristics of situations and their influence on consumption
Topic: Temporal Perspectives
8.
Sharon has to purchase a gift for her mother and only has this afternoon to do so because her
birthday party is that evening. She's wondering how she will be able get to the mall in time to
pick out the perfect gift. This is an illustration of which situation characteristic?
A.
physical features
B.
social surroundings
C.
D.
task definition
E.
antecedent state
consumer behavior.

Blooms: Understand
13-29
9.
Which of the following is NOT an individual characteristic influencing consumer behavior?
A.
B.
C.
D.
culture
attitudes
task definition
social class
E.
motivation
Task definition is a situation characteristic.

Blooms: Remember
10.
Which of the following is NOT a consumption response?
A.
B.
C.
D.
task definition
problem recognition
purchase
disposition
E.

Blooms: Remember
13-30
11.
The situation interacts with the marketing activity and the individual to determine behavior.
Which of the following is a marketing activity?
A.
B.
C.
D.
lifestyle
package
purchase
E.
task definition
Package is a marketing activity.

Blooms: Remember
12.
Mark is developing the marketing strategy for his business, which is a retail store. He knows
that situation characteristics will interact with his marketing activity. Which of the following is a
situation characteristic he needs to consider?
A.
social class
B.
attitudes
C.
lifestyle
D.
task definition
E.
all of the above

Blooms: Understand
13-31
13.
The situation in which consumers receive information has an impact on their behavior and is
referred to as the _____ situation.
A.
B.
communications
purchase
C.
D.
usage
disposition
E.
preliminary
Whether one is alone or in a group, in a good mood or bad, in a hurry or notall influence the
degree to which one sees and listens to marketing communications.

Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 13-02 Explain the four types of situations and their relevance to marketing strategy
Topic: The Communications Situation
14.
In which situation do marketers attempt to place their ads in appropriate media contexts to
enhance their effectiveness?
A.
B.
communications
purchase
C.
D.
usage
disposition
E.
preliminary
Finding high-interest potential buyers in receptive communications situations is a difficult
challenge.

Blooms: Remember
Difficulty: 1 Easy
Topic: The Communications Situation
13-32
15.
When orange juice manufacturers attempted to expand the various times of day when
consumers would see orange juice as an appropriate beverage to consume, they were trying
to influence which situation?
A.
communication
usage
B.
C.
D.
purchase
disposition
E.
all of the above
Marketers need to understand the usage situations for which their products are, or may
become, appropriate.

Blooms: Understand
Difficulty: 3 Hard
Topic: The Usage Situation
16.
Arm & Hammer baking soda has been very successful promoting other uses for this product.
Advertisements provide several uses other than baking, such as removing odors from
carpeting, the laundry, and kitty litter boxes. Finding more uses for a product is known as a(an)
_____.
A.
B.
purchase situation
C.
D.
E.
alternative usage situation
Expanded usage situation strategies can produce major sales gains for established products.

Blooms: Understand
Difficulty: 3 Hard
13-33
17.
In the United States, a man usually gives a woman a diamond ring for her to wear on her lefthand ring finger when they become engaged to be married. However, one diamond distributor
has developed the idea that women should wear diamonds on their right hands as well.
Marketing communications regarding the Diamond Right Hand Ring stress the independence
of women and their ability to buy a diamond for themselves. One ad claims that a diamond on
a left hand says "we," while a diamond on the right hand says "me." This diamond distributor is
attempting to _____.
A.
influence the competitive situation
B.
expand the usage situation
C.
reduce the disposition situation
D.
influence the social surroundings
E.
influence the temporal perspective

Blooms: Understand
18.
Which situation involves consumers disposing of products or product packages after or before
product use?
A.
B.
purchase situation
C.
usage situation
D.
E.
task situation
Decisions made by consumers regarding the disposition situation can create significant social

Blooms: Remember
Difficulty: 1 Easy
Topic: The Disposition Situation
13-34
19.
Decisions made by consumers regarding the _____ situation can create significant social
A.
B.
disposition
purchase
C.
communication
D.
expanded usage
E.
usage
Consumers must frequently dispose of products or product packages after or before product
use.

Blooms: Remember
20.
Which group needs to understand how situational influences affect consumers' disposition
decisions?
A.
B.
C.
D.
marketers
government
environmental organizations
A and B
E.
A, B, and C
Marketers, government, and environmental organizations need to understand how situation
influences affect consumers' disposition decisions.

Blooms: Remember
13-35
21.
Walker and his wife have two children. They have purchased a new computer for their
household every four years or so for almost 20 years. When Walker purchases a new one,
usually for him to be able to work at home, one of his children will get the old one. However,
they have a few old computers sitting in the attic and garage because Walker doesn't really
know how to get rid of them. This is an example of which type of situation?
A.
B.
purchase situation
C.
D.
E.
replacement situation

Blooms: Understand
22.
Gertrude is very environmentally conscious, so she only uses paper bags at the grocery store
and tries to purchase items in packages that are recyclable. Her behavior concerns which type
of situation?
A.
socially sensitive situation
B.
C.
usage situation
D.
purchase situation
E.

Blooms: Understand
13-36
23.
Which of the following is NOT a key situational dimension or characteristic that influences
consumer behavior?
A.
B.
social surroundings
C.
D.
E.
task definition
Alternative evaluation is not a key situational dimension or characteristic that influences
consumer behavior.

Blooms: Remember
Topic: Situational Characteristics and Consumption Behavior
24.
Dcor, sounds, aromas, lighting, weather, and configurations of merchandise or other

materials surrounding the stimulus object are included in which situational characteristic?
A.
B.
social surroundings
C.
D.
task definition
E.
antecedent states
Physical surroundings are a widely used type of situational influence, particularly for retail
applications.

Blooms: Remember
Difficulty: 1 Easy
Topic: Physical Surroundings
13-37
25.
Melanie lives in a small city that does not have a lot of the interesting retail stores. She and her
two best friends take a trip twice a year to places such as Atlanta, Dallas, and Chicago to go
shopping. It's so exciting for them to go in some of the stores because they are so unique, and
they have only seen them online or in catalogs. Also, several cities now have lifestyle centers
or town centers that are reminiscent of downtown in bygone days. All of the factors such as
dcor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials
surrounding the merchandise that Melanie and her friends make a special trip to experience
comprise which situation characteristic?
A.
B.
social surroundings
C.
D.
task definition
E.
antecedent states
Physical surroundings include dcor, sounds, aromas, lighting, weather, and configurations of
merchandise or other materials surrounding the stimulus object.

Blooms: Understand
Difficulty: 1 Easy
26.
The sum of all the physical features of a retail environment is referred to as the _____.
A.
store situation
B.
retail ambiance
C.
retail surroundings
D.
store atmosphere
E.
merchandising mix
Store atmosphere influences consumer judgments of store quality and image.

Blooms: Remember
13-38
27.
Many of you have probably heard of Banana Republic retail stores and perhaps have shopped
there. Many of you may not know that the store used to look much different than it does today.
It used to be more like an adventure, and the merchandise assortment was more appropriate
for a safari. If you've ever seen an Indiana Jones movie, you can get a pretty good idea of what
Banana Republic used to look like. The stores would have a jeep in the store, camouflage
netting, and music from the 1940s playing. The inside had wooden beams and maps hung on
the wall that looked like treasure maps. Much of the merchandise was accompanied by a sign
that had a tale of some adventure associated with it. These physical features of the retail
environment are referred to as the _____.
A.
store situation
B.
retail ambiance
C.
retail surroundings
D.
store atmosphere
E.
merchandising mix
Store atmosphere influences consumer judgment of store quality and image.

Blooms: Understand
28.
A store's atmosphere can influence which of the following?
A.
consumers' judgments of the quality of the store
B.
store's image
C.
shoppers' moods
D.
shoppers' willingness to visit and linger
E.
all of the above
Store atmosphere influences consumer judgment of store quality and image.

Blooms: Remember
Difficulty: 1 Easy
13-39
29.
_____ is the process managers use to manipulate the physical retail environment to create
specific mood responses in shoppers.
A.
Servicescape
B.
Psychographics
C.
Atmospherics
D.
Environmentalism
E.
Landscaping
Atmospherics is also important online and is receiving increasing attention from marketers.

Blooms: Remember
30.
Carmen is double majoring in fashion merchandising and graphic design in college. When she
graduates, she wants to design the physical environment of retail stores, particularly those in
women's fashions. She wants to create environments that create specific mood responses in
shoppers. Which field best describes what Carmen wants to do?
A.
architecture
B.
retail atmospherics
C.
D.
art
graphic design
E.
marketing
Atmospherics is also important online and is receiving increasing attention from marketers.

Blooms: Understand
Difficulty: 3 Hard
13-40
31.
Atmosphere is referred to as _____ when describing a service business such as a hospital,

bank, or restaurant.
A.
B.
C.
D.
landscape
servicescape
ambiance
environment
E.
servqual
Physical characteristics and the feelings and image they create become increasingly important
as hedonic motives and the time involved with the service increase.

Blooms: Remember
Difficulty: 1 Easy
32.
With respect to the typology of service environments, a bank would be categorized as _____.
A.
utilitarian
B.
personal
C.
hedonic
D.
tangible
E.
moderate
A bank would be categorized as utilitarian because of the low hedonic nature and short time
spent using the service.

Blooms: Remember
Difficulty: 3 Hard
13-41
33.
Marcie will soon be 50 years old, so to pamper herself, she decided to get a massage. With
respect to the typology of service environments, this type of service would be categorized as
_____.
A.
utilitarian
B.
personal
C.
hedonic
D.
intangible
E.
moderate
A massage is classified as a hedonic service because of the pleasure involved.

Blooms: Understand
Difficulty: 3 Hard
34.
Which of the following services would be classified as having an extended hedonic

consumption purpose?
A.
bank
cruise
B.
C.
business dinner
D.
exercise class
E.
theater
A cruise is classified as having an extended hedonic consumption purpose because the
pleasure can be measured over several days.

Blooms: Remember
13-42
35.
Which of the following are components of the physical environment?
A.
B.
C.
D.

utilitarian and hedonic product characteristics
E.
Color, aromas, music, and crowding are components of the physical environment.

Blooms: Remember
36.
Which color(s) is(are) arousing?
A.
B.
red
yellow
C.
D.
blue
A and B
E.
A, B, and C
Red and yellow are arousing colors.

Blooms: Remember
13-43
37.
Which type of industry has developed around the use of ambient scents?
A.
professional scenting
B.
environmental fragrancing
C.
D.
scent motivation
environmental creationism
E.
environmental construction
There is increasing evidence that odors can affect consumer shopping.

Blooms: Remember
38.
How does music influence consumer behavior?
A.
B.
subliminally
reduces consumers' perception of overcrowding
C.
changes temporal perspective
D.
influences mood
E.
changes cognitive structures
Music influences consumers' moods, which influences a variety of consumption behaviors both
in traditional retailer settings and in online settings.

Blooms: Remember
13-44
39.
Mike is the owner of a restaurant that also has a bar. Based on research that studied the
impact of background music on restaurant patrons, what can Mike expect if he uses slow
music in his establishment?
A.
B.
C.
D.
faster service time

customers spend less time at a table
larger amount of bar purchases
significantly more (i.e., 50 percent or more) spent on food purchases
E.
greater number of customer groups leaving before seated
Music influences consumers' moods, which influences a variety of consumption behaviors both
in traditional retailer settings and in online settings.

Blooms: Understand
Difficulty: 3 Hard
40.
Crowding generally produces which outcome for the retail outlet and the consumer?
A. generally positive outcomes for the retailer, but negative outcomes for the consumer
B. generally negative outcomes for the consumer, but positive outcomes for the retailer
C.
generally positive outcomes for both
D.
generally negative outcomes for both
E.
none of the above
Most consumers find feelings of being crowded, confined, or claustrophobic to be unpleasant
and will take steps to change them.

Blooms: Remember
13-45
41.
Which of the following statements is FALSE regarding crowding as a situational

characteristic?
A. Crowding generally produces negative outcomes for both the retail outlet and the
consumer.
B.
Most consumers find crowded feelings to be unpleasant.
C.
Crowding is unpleasant regardless of a consumers' culture.
D. Most consumers find feelings of crowding to be unpleasant and will spend less time in the
store.
E.
Crowding causes most consumers to spend more money.
Marketers need to be sensitive to cross-cultural differences; some cultures find crowding to be
fun.

Blooms: Remember
42.
Under conditions of crowding, consumers tend to _____.
A.
buy less
B.
C.
use less information
D.
be less satisfied
E.
all of the above
Crowding generally produces negative outcomes for both the retail outlet and the consumer.

Blooms: Remember
13-46
43.
Under conditions of crowding, consumers tend do to all of the following EXCEPT _____.
A.
B.
C.
D.
buy less
make more demands on the sales personnel
be less satisfied
E.
all of the above
Under conditions of crowding, consumers tend to spend less time in the store and do not make
more demands on the sales personnel.

Blooms: Remember
44.
A closed-in feeling created by a crowded store will result in adaptive strategies that could
_____.
A. lengthen shopping time, shorten purchases, and increase the use of in-store information
B. shorten shopping time, increase purchases, and decrease the use of in-store information
C. reduce shopping time, reduce purchases, and alter the use of in-store information
D. reduce shopping time, reduce purchases, and greatly increase the use of in-store
information
E.
none of the above
Most consumers find feelings of being crowded, confined, or claustrophobic to be unpleasant
and will take steps to change them.

Blooms: Remember
13-47
45.
The other individuals present in the particular situation are referred to as the _____.
A.
servicescape
B.
social surroundings
C.
D.
store atmosphere
E.
People's actions are frequently influenced by those around them.

Blooms: Remember
Topic: Social Surroundings
46.
Jessica and her friends are 16 years old like to shop at Aeropostale, which is a clothing store
targeted to teens and young adults. They like to go in that store because there are usually
some pretty cute guys working and shopping there. Even though there are some parents
shopping with their teens, the other customers are usually teens like themselves. The other
individuals present in this store represent the _____.
A.
servicescape
B.
social surroundings
C.
D.
store atmosphere
E.
Social surroundings are the other individuals present in the particular situation.

Blooms: Understand
13-48
47.
Some consumers are highly susceptible to interpersonal influence, which is a _____.
A.
norm
B.
situation factor
C.
product factor
D.
personality trait
E.
cultural factor
Individuals tend to comply with group expectations, particularly when the behavior is visible.

Blooms: Remember
48.
Mimi is a teenager and wants to be accepted by her friends. In fact, she might act a certain
way not because she really wants to, but rather, she does it because others around her are
doing it. The influence these others have on Mimi represent which situational characteristic?
A.
B.
C.
task definition
D.
antecedent states
E.
social surroundings

Blooms: Understand
13-49
49.
Which of the following is a negative emotion influenced by both the product (e.g., hearing aids,
feminine hygiene products) and the situation?
A.
embarrassment
B.
shame
C.
fear
D.
anger
E.
disappointment
Certain products are more embarrassing than others; embarrassment is driven by the
presence of others in the purchase or usage situation.

Blooms: Remember
50.
Clara was shopping with her friend, Jane, when they both went into a drug store. Clara needed
to buy medication for hemorrhoids, but she was reluctant to do so in front of Jane. Which
emotion was Clara probably experiencing in this situation?
A.
B.
embarrassment
shame
C.
D.
fear
anger
E.
disappointment
Embarrassment is a negative emotion influenced by both the product and the situation.

Blooms: Understand
13-50
51.
Which situational characteristic deals with the effect of time on consumer behavior?
A.
B.
social surroundings
C.
D.
task definition
E.
antecedent states
The amount of time available for the purchase has a substantial impact on the consumer
decision process.

Blooms: Remember
52.
One aspect of purchasing from QVC, one of the cable shopping channels on television, is that
the "offer" will expire within a certain amount of time, creating a sense of urgency among
consumers. Teresa watches this channel frequently and admits that this aspect of the situation
does influence her decision to buy something. Which characteristic of the situation is
influencing Teresa and others' behavior?
A.
B.
social surroundings
C.
D.
task definition
E.
antecedent states
consumer behavior.

Blooms: Understand
13-51
53.
Shopping on the Internet provides which important time-related dimension(s)?
A. It has the potential to reduce the amount of time required to make a specific purchase.
B. It provides the consumer with almost total control over when the purchase is made.
C.
D.
It eliminates the uneasiness of crowding experienced in many retail outlets.

A and B
E.
A, B, and C
Internet shopping is growing rapidly in part as a result of the time pressure felt by many
households.

Blooms: Remember
Difficulty: 3 Hard
54.
The reason the consumption activity is occurring is the situation characteristic of _____.
A.
B.
social surroundings
C.
D.
task definition
E.
antecedent states
Task definition refers to the reason the consumption activity is occurring.

Blooms: Remember
Difficulty: 1 Easy
Topic: Task Definition
13-52
55.
Stacy is shopping to purchase new linens for her guest room. Which situational characteristic
is influencing her behavior?
A.
B.
social surroundings
C.
D.
task definition
E.
antecedent states
Task definition is the reason the consumption activity is occurring.

Blooms: Understand
56.
Which of the following is a reason consumers give gifts?
A.
B.
C.
D.
social expectations
ritualized consumption experiences
as an expression of love and caring
E.
all of the above
Consumers give gifts for many reasons.

Blooms: Remember
Difficulty: 1 Easy
13-53
57.
James is giving his cousin, Conor, a new video game for his birthday. Which of the following is
the most likely reason James is giving this gift?
A.
B.
because he is required to do so
C.
D.
as a return favor
E.
because he hopes the receiver will share the gift
Ritualized consumption situations such as birthdays often require gift giving independent of the
giver's actual desires.

Blooms: Understand
Difficulty: 3 Hard
58.
John is a salesman and gave one of his customers an expensive watch. Which of the following
is the most likely reason John gave this gift?
A.
B.
C.
D.
social expectations
to elicit a return favor
because it is a business requirement
E.
as an expression of loving and caring
Gifts can be given to elicit return favors in the form of either gifts or actions.

Blooms: Understand
Difficulty: 3 Hard
13-54
59.
One study found that wedding gifts tend to be _____ while birthday gifts tend to be _____.
A.
expensive; inexpensive
B.
inexpensive; expensive
C.
fun; utilitarian
D.
utilitarian; fun
E.
large; small
The gift-giving task and occasion influence behavior, as does the relationship between the
giver and receiver.

Blooms: Remember
Difficulty: 3 Hard
60.
Rachel is going to the mall to purchase a wedding gift for a co-worker. Based on research,
which type of product is she likely to buy?
A.
B.
expensive
inexpensive
C.
expressive
D.
utilitarian
E.
hedonic
Wedding gifts tend to be utilitarian.

Blooms: Understand
Difficulty: 3 Hard
13-55
61.
Which of the following is a way that gifts communicate symbolic meaning?
A. In many cases, price can be known and can be interpreted as a measure of the esteem the
giver has for the receiver.
B. The image and functionality of the gift implies the giver's impression of the image and
personality of the receiver.
C.
It reflects on the image and thoughtfulness of the giver.
D. It can signify the type of relationship the giver has or desires with the receiver.
E. All of the above ways communicate the symbolic meaning of a gift.
Gift-giving produces anxieties on the part of both givers and receivers.

Blooms: Understand
62.
A person who shops a nicer store than normal because he or she is buying a gift is influenced
by the _____ characteristic of the situation.
A.
B.
antecedent state
C.
task definition
D.
E.
none of the above
The gift item generally has a known, or knowable, price that can be interpreted as a measure
of the esteem the giver has for the receiver.

Blooms: Remember
Difficulty: 1 Easy
13-56
63.
Features of the individual person that are not lasting characteristics, such as momentary
moods or conditions, are called _____.
A.
personality
B.
antecedent states
C.
context effects
D.
task definition
E.
self-concept
Most people experience states of depression or excitement from time to time that are not
normally part of their individual makeup.

Blooms: Remember
Topic: Antecedent States
64.
Transient feeling states that are generally not tied to a specific event or object are known as
_____.
A.
B.
C.
D.
traits
temporal effects
social surroundings
E.
moods
Moods tend to be less intense than emotions and may operate without the individual's
awareness.

Blooms: Remember
13-57
65.
Which of the following are antecedent states?
A.
B.
C.
D.

utilitarian and hedonic
E.
Moods and momentary conditions are antecedent states.

Blooms: Remember
66.
A market research study asked consumers to rate themselves with respect to several
adjectives, such as happy, cheerful, peaceful, sad, blue, and depressed. What is this research
trying to assess?
A.
B.
C.
D.
traits
temporal effects
social surroundings
E.
mood
Moods are temporary feeling states that are generally not tied to a specific event or object.

Blooms: Remember
13-58
67.
Which of the following statements is TRUE regarding moods?
A.
Moods are relatively stable states that are tied to a specific event or object.
B. Moods affect the consumption process, but they are not affected by the consumption
process.
C.
Positive moods have not been shown to affect shopping behavior.
D.
Consumers do not actively try to manage their mood states.
E. Ad and brand attitudes are often influenced in a mood-congruent manner.

Marketers must pre-test their ads in contexts as close to their expected programming
environment as possible.

Blooms: Remember
Difficulty: 3 Hard
68.
Which of the following reflects temporary states of being rather than temporary states of
mind?
A.
B.
moods
C.
task definition
D.
personality traits
E.
self-concept
An individual who is short of cash only momentarily will act differently from someone who is
always short of cash.

Blooms: Remember
13-59
69.
Clark and his family normally live paycheck to paycheck. However, this month, they found
themselves with a little extra money, so they decided to go out to a nice restaurant and to a
movie. This is an example of the antecedent state of _____.
A.
positive mood
B.
good luck
C.
D.
optimism
E.
hedonism
Momentary conditions reflect temporary states of being.

Blooms: Understand
70.
Stan was feeling very tired and hungry in the mid-afternoon, so he ate a Snickers candy bar.
Stan is attempting to manage his _____.
A.
B.
personality traits
momentary condition
C.
D.
mood
self-concept
E.
daily ritual
Momentary conditions reflect temporary states of being.

Blooms: Understand
13-60
71.
What do Hispanic girls celebrate when they are 15 years old?
A.
ritual situation
B.
bat mitzvah
C.
quinceaera
D.
Cinco de Mayo
E.
A and C
In Latin America, the quinceaera is a celebration dating back to the Aztecs that
commemorates the spiritual and physical coming of age of a 15-year-old girl.

Blooms: Remember
Difficulty: 3 Hard
Learning Objective: 13-04 Discuss ritual situations and their importance to consumers and marketers
Topic: Ritual Situations
72.
Magdalena and her family live in a Honduran neighborhood of Queens, New York. She is
looking forward to the extravagant Egyptian-themed party her parents are giving her for her
th
upcoming 15 birthday where she will be carried in on a platform by six of her classmates.
This party will celebrate Magdalena's __________.
A.
bar mitzvah
B.
bat mitzvah
C.
D.
Cinco de Mayo
quinceaera
E.
confirmation
In Latin America, the quinceaera is a celebration dating back to the Aztecs that
commemorates the spiritual and physical coming of age of a 15-year-old girl.

Blooms: Remember
13-61
73.
A socially defined occasion that triggers a set of interrelated behaviors that occur in a
structured format and that have symbolic meaning is referred to as a _____.
A.
B.
C.
ritual situation
momentary condition
prescriptive
D.
schema
E.
holiday
Ritual situations can range from completely private to completely public.

Blooms: Remember
74.
th
Every year around the 4 of July, families get together and celebrate a family reunion as well
as Independence Day. The Normans, one such family, does this every year, and the party is
pretty much the same every year. A cookout is held at one family member's home, and games
for the children are played, such as a three-legged race and an egg toss competition. The
family that wins the overall competition gets to take home a hideous, but meaningful trophy for
that year. This is an example of a _____.
A.
B.
C.
D.
ritual situation
momentary condition
prescriptive
schema
E.
social schema
A ritual situation is a socially defined occasion that triggers a set of interrelated behaviors that
occur in a structured format and that have symbolic meaning.

Blooms: Understand
13-62
75.
Giving out candy to children on Halloween, giving chocolate and roses to sweethearts on
Valentine's Day, and wearing green and drinking green beer on St. Patrick's Day are all
examples of _____.
A.
B.
C.
D.
ritual situations
prescriptives
schemas
E.
social surroundings
Ritual situations are of major importance to marketers because they often involve prescribed
consumption behaviors.

Blooms: Remember
76.
Which of the following statements is FALSE regarding ritual situations?
A. Rituals are receiving increasing attention by marketing scholars and practitioners.

B. Ritual situations are of major importance to marketers because they often involve
prescribed consumption behaviors.
C. There is enough shared behavior across individuals and households that marketers can
develop products and promotions around the common ritual situations that arise each year.
D.
Ritual situations can also result in injurious consumption.
E. Marketers cannot change or create consumption patterns associated with ritual situations.
Marketers attempt to change or create consumption patterns associated with ritual behaviors.

Blooms: Understand
Difficulty: 3 Hard
13-63
77.
Binge drinking among college students can be described as a(n) _____.
A.
ritual behavior
B.
socially desirable behavior
C.
task accomplishing behavior
D.
antecedent behavior
E.
value-expressive behavior
Binge drinking can be understood as a ritual behavior because it is triggered by social
occasions.

Blooms: Remember
78.
Which of the following is a step in the approach for developing situation-based marketing
strategies that was given in the textbook?
A. Use observational studies, focus group discussions, depth interviews, and secondary data
to discover the various usage situations that influence the consumption of the product.
B. Survey a large sample of consumers to better understand and quantify how the product is
used and the benefits sought in the usage situation by the market segment.
C.
D.

E. All of the above are steps for developing situation-based marketing strategies.
A multi-step approach is used for developing situation-based marketing strategies.

Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 13-05 Describe the use of situational influence in developing marketing strategy
Topic: Situational Influences and Marketing Strategy
13-64
79.
Which of the following is the FIRST step in the approach for developing situation-based
marketing strategies?
A. Use observational studies, focus group discussions, depth interviews, and secondary data
B. Survey a large sample of consumers to better understand and quantify how the product is
C.
D.

E. Develop and implement a marketing strategy for cells that offers sufficient profit potential
given your capabilities.
The first step is to use observational studies, focus group discussions, depth interviews, and
secondary data to discover the various usage situations that influence the consumption of the
product.

Blooms: Remember
Difficulty: 1 Easy
80.
Richard is studying how various usage situations influence the consumption of his company's
products. He conducted qualitative analyses (i.e., focus group discussions and depth
interviews) as well as surveyed a larger sample of consumers to better understand and
quantify how products are used and the benefits sought in the usage situation by the market
segment. Richard is performing the first two steps in an approach to develop _____.
A.
demographically based marketing strategies
B.
geographically based marketing strategies
C.
D.
situation-based marketing strategies

E.
hedonic purchase situations
A multi-step approach is used for developing situation-based marketing strategies.

Blooms: Understand
13-65
True / False Questions

81.
To better understand a consumer's behavior, we must know about the consumer, about the
primary stimulus object, and about the situation.
TRUE

Blooms: Remember
Difficulty: 1 Easy
82.
Consumer behavior occurs within four broad categories or types of situations: the
communications situation, the purchase situation, the usage situation, and the social situation.
FALSE
The four broad categories are the communications situation, the purchase situation, the usage
situation, and the social situation.

Blooms: Remember
Difficulty: 3 Hard
Topic: The Consumptions Situation
83.
TRUE
Finding more uses for a product can produce major sales gains for established products.

Blooms: Remember
Difficulty: 1 Easy
13-66
84.
The disposition situation can create significant social problems as well as opportunities for
marketers.
TRUE
Consumers must frequently dispose of products or product packages after or before product
use.

Blooms: Remember
85.
Physical surroundings represent the situational characteristic that has the greatest impact on
consumption behavior.
FALSE
Physical surroundings are a widely used typed of situational influence, particularly for retail
operations.

Blooms: Remember
Difficulty: 3 Hard
86.
Psychographics is the process managers use to manipulate the physical retail environment to
FALSE
Atmospherics is the process managers use to manipulate the physical retail environment to

Blooms: Remember
13-67
87.
Consumers typically attend the theater for utilitarian purposes.

FALSE
Consumers typically attend the theater for hedonic purposes.

Blooms: Remember
Difficulty: 1 Easy
88.
The only aspect of music that influences consumer behavior is tempo.

FALSE
Other aspects of music that influence consumer behavior are matching musical preferences to
the target audience and creating moderate levels of arousal.

Blooms: Remember
89.
Personal space and resulting crowding perceptions can vary from culture to culture.
TRUE
Marketers need to be sensitive to cross-cultural differences; some cultures find crowding to be
fun.

Blooms: Remember
90.
TRUE
Some consumers are highly susceptible to interpersonal influence, which is a personality trait.

Blooms: Remember
13-68
Difficulty: 1 Easy
91.
The presence of close family members during the shopping occasion increases impulse
buying more than close friends.
FALSE
Shopping with close friends, rather than family members, increases impulse buying.

Blooms: Remember
92.
Mood is an example of a momentary condition reflecting a temporary state of being.

FALSE
Moods are temporary feeling states that are generally not tied to a specific event or object.

Blooms: Remember
Difficulty: 3 Hard
93.
Marketers do not attempt to change or create consumption patterns associated with rituals.
FALSE
Marketers attempt to change or create consumption patterns associated with rituals.

Blooms: Remember
94.
Individuals cannot "create" the situations they face.

FALSE
Most people create many of the situations they face.

13-69

Blooms: Remember
95.
Determining how products are currently used across situations can help the marketer develop
appropriate advertising and positioning strategies.
TRUE
The first step in the approach for developing situation-based marketing strategies is to
determine how products are currently used.

Blooms: Remember
Difficulty: 1 Easy
Essay Questions
96.
Describe the nature of situational influence on consumer behavior, and briefly discuss the four
broad categories or types of situations.
Situational influence is all those factors particular to a time and place that do not follow from
knowledge of the stable attributes of the consumer and the stimulus that have an effect on
current behavior. Thus, with one exception, the situation stands apart from the consumer and
the stimulus. The exception is in the case of temporary characteristics of the consumer or
stimulus that are specific to the situation and sometimes even caused by it (e.g., a bad mood
caused by the surrounding media context). Consumer behavior occurs within four broad
categories or types of situations:
a. Communications situationthe situation in which consumers receive information.
b. Purchase situationthe situation in which a purchase is made.
c. Usage situationthe situation for which a product is or may become appropriate.
d. Disposition situationthe situation in which consumers dispose of products or product
packages after or before product use.

Blooms: Understand
13-70
97.
Pablo is planning on opening a Mexican restaurant in the town where he lives. He is

considering how to design the physical environment of the restaurant. Discuss the components
of the physical surroundings that can influence consumption behavior and make some
recommendations to Pablo regarding each component.
Four components of the physical environment were discussed in the text:

a. Colorscertain colors and color characteristics create feelings of excitement and arousal,
which are related to attention. Bright colors are more arousing than dull colors, and warm
colors such as reds and yellows are more arousing than cool colors such as blues and grays.
The best colors to use depends on the type of store or, in this case, restaurant. Cool colors
tend to increase sales and customer satisfaction and appear to reduce wait time perceptions
by inducing feelings of relaxation. Warm colors grab attention and can drive impulse purchases
(e.g., ordering dessert in a restaurant).
b. Aromaswhile there is increasing evidence that odors can affect consumer shopping, it
seems reasonable that they also affect consumption behavior in a service environment such
as a restaurant.
c. Musicmusic influences consumers' moods, which influence a variety of consumption
behaviors. One study found that slow tempo music resulted in an increased gross margin, but
that was true because of a greater amount of bar purchases. If Pablo does not have a bar, he
might want to consider faster tempo music so he can have a quicker customer turnover.
d. Crowdinggenerally produces negative outcomes for both the retail outlet and the
consumer. While crowding may have a negative influence on Pablo's non-Hispanic customers,
this may not be a significant factor for Pablo's Hispanic consumers.

Blooms: Understand
13-71
98.
Tim is looking for a gift for his relatively new girlfriendhe likes her a lot but is not sure if she's
"the one." He's facing somewhat of a dilemma with this gift because he doesn't want to send
the wrong message to her, but he doesn't want to appear cheap, either. Moreover, he's not
sure how she really feels about him. Explain the types of symbolic meaning the gift he selects
might hold.
Gifts communicate symbolic meaning on several levels. The gift item itself generally has a
known, or knowable, price that can be interpreted as a measure of the esteem the giver has for
the receiver. The image and functionality of the gift implies the giver's impression of the image
and personality of the receiver. It also reflects on the image and thoughtfulness of the giver.
Finally, the nature of a gift can signify the type of relationship the giver has or desires with the
receiver, or it can alter the relationship between the giver and receiver.

Blooms: Understand
99.
Explain why ritual situations are important to marketers.
A ritual situation can be described as a socially defined occasion that triggers a set of
interrelated behaviors that occur in a structured format and that have symbolic meaning. Ritual
situations are of importance to marketers because they often involve prescribed consumption
behaviors. While there is significant variation across individuals and households, there is
enough shared behavior that marketers can develop products and promotions around the
common ritual situations that arise each year. Marketers also attempt to change or create
consumption patterns associated with ritual situations. However, marketers must also be aware
that ritual situations can also result in injurious consumption (i.e., binge or excessive drinking).

Blooms: Understand
13-72
100.
You are tasked with the responsibility of developing a situation-based marketing strategy.
Explain how you would go about doing that.
Because most people "create" many of the situations they face, a marketer needs to identify
the different situations that might involve the consumption of a product and determine which
products or brands are most likely to be purchased or consumed across those situations. One
method of approaching this is to jointly scale situations and products, and Figure 13-3 provides
an illustration. Determining how products are currently used across situations can help the
marketer develop appropriate advertising and positioning strategies. Or a marketer may try to
change the situation for which a product is used.
Another approach for developing situation-based marketing strategies is to follow these five
steps:
a. Use observational studies, focus group discussions, depth interviews, and secondary data
b. Survey a larger sample of consumers to better understand and quantify how the product is
c. Construct a person-situation segmentation matrix. The rows are the major usage situations
and the columns are groups of users with unique needs or desires. Each cell contains the key
benefits sought.
d. Evaluate each cell in terms of potential (sales volume, price level, cost to serve, competitor
strength, and so forth).
e. Develop and implement a marketing strategy for those cells that offer sufficient profit
potential given your capabilities.

Blooms: Understand
13-73

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Chapter 13

Multiple Choice Questions

an extended decision-making process

2. To understand a consumer's behavior, we must know about the _____.

4. Which of the following also includes a situation-specific component?

5. Which of the following is a situation in which consumer behavior occurs?

all of the above

6. Which of the following is NOT a situation in which consumer behavior occurs?

E. All of the above are situations in which consumer behavior occurs.

9. Which of the following is NOT an individual characteristic influencing consumer behavior?

10. Which of the following is NOT a consumption response?

expanded usage situation

influence the competitive situation

reduce the disposition situation

influence the social surroundings

influence the temporal perspective

expanded usage situation

socially sensitive situation

28. A store's atmosphere can influence which of the following?

consumers' judgments of the quality of the store

shoppers' willingness to visit and linger

35. Which of the following are components of the physical environment?

colors, aromas, music, and crowding

moods and momentary conditions

internal and external influences

36. Which color(s) is(are) arousing?

38. How does music influence consumer behavior?

changes temporal perspective

changes cognitive structures

faster service time

D. significantly more (i.e., 50 percent or more) spent on food purchases

greater number of customer groups leaving before seated

generally positive outcomes for both

generally negative outcomes for both

none of the above

Most consumers find crowded feelings to be unpleasant.

Crowding is unpleasant regardless of a consumers' culture.

Crowding causes most consumers to spend more money.

42. Under conditions of crowding, consumers tend to _____.

make faster decisions

use less information

all of the above

none of the above

53. Shopping on the Internet provides which important time-related dimension(s)?

56. Which of the following is a reason consumers give gifts?

to elicit return favors

because he hopes the receiver will share the gift

because it is a business requirement

as an expression of loving and caring

It reflects on the image and thoughtfulness of the giver.

none of the above

65. Which of the following are antecedent states?

colors, aromas, music, and crowding

moods and momentary conditions

internal and external influences

67. Which of the following statements is TRUE regarding moods?

Consumers do not actively try to manage their mood states.

E. Ad and brand attitudes are often influenced in a mood-congruent manner.

76. Which of the following statements is FALSE regarding ritual situations?

A. Rituals are receiving increasing attention by marketing scholars and practitioners.

Ritual situations can also result in injurious consumption.

socially desirable behavior

task accomplishing behavior