Analyzing Consumer Markets - MCQs with answers - Part 8

Analyzing Consumer Markets - MCQs with answers - Part 8

Mental accounting

1. If marketers have a distinct advantage in selling something whose cost can be added to another large purchase, consumers tend to

a) Segregate gains
b) Integrate losses
c) Integrate smaller losses with larger gains
d) Segregate small gains from large losses

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2. When the smaller withholdings are more likely to be absorbed by the larger pay amount, consumers tend to

a) Segregate gains
b) Integrate losses
c) Integrate smaller losses with larger gains
d) Segregate small gains from large losses

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3. The popularity of rebates on big ticket purchases such as car is an example of

a) Segregate gains
b) Integrate losses
c) Integrate smaller losses with larger gains
d) Segregate small gains from large losses

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4. ______ maintains that consumers frame their decision alternatives in terms of gains and losses according to a value function.

a) Prospect theory
b) Retrospective theory
c) Consumption theory
d) None of the above

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5. When marketers interview a small number of recent purchasers, asking them to recall the events leading to their purchase, it is known as _________

a) Prescriptive method
b) Introspective method
c) Retrospective method
d) All of above are false

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6. When use ________ to locate customers who plan to buy the product and ask them to think out loud about going through the buying process.

a) Prescriptive method
b) Prospective method
c) Retrospective method
d) All of above are false

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7. Marketers ask customers to describe the ideal way to buy the product in the __________.

a) Prescriptive method
b) Prospective method
c) Retrospective method
d) All of above are false

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8. Trying to understand the customer’s behavior in connection with a product has been called mapping the _________

a) Customer’s consumption system
b) Customer activity cycle
c) Customer scenario
d) All of the above

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