Consumer Involvement Theory: Quiz! Test

1. Pick the cell (1,2,3 or 4) that most appropriately describes the level of emotion and rational thinking for Waldo. Waldo buys a copy of a sports magazine at the check out counter just because it's got a picture of a sexy woman on the front cover.

Cell 1

Cell 2

Cell 3

Cell 4

Cell 4 most appropriately describes the level of emotion and rational thinking for Waldo. This is because Waldo's decision to buy the sports magazine based solely on the presence of a sexy woman on the front cover indicates a high level of emotion and a low level of rational thinking. He is primarily driven by his emotions and desires rather than making a rational decision based on the content or value of the magazine.

Explanation

Cell 4 most appropriately describes the level of emotion and rational thinking for Waldo. This is because Waldo's decision to buy the sports magazine based solely on the presence of a sexy woman on the front cover indicates a high level of emotion and a low level of rational thinking. He is primarily driven by his emotions and desires rather than making a rational decision based on the content or value of the magazine.

2. Pick the cell (1,2,3, or 4) that most appropriately describes the level of emotion and rational thinking for a person who has: Signed a contract to purchase a new computer network for his office. 175 computers with customized software that integrates the purchasing department with wholesale suppliers and the manufacturing parts warehouse.

Cell 1

Cell 2

Cell 3

Cell 4

Cell 1 most appropriately describes the level of emotion and rational thinking for a person who has signed a contract to purchase a new computer network for his office. This person is likely to have a high level of emotion as they may feel excited or relieved about the purchase. However, their rational thinking is also likely to be high as they have made a well-thought-out decision to invest in a computer network that will improve the efficiency and integration of their office operations.

Explanation

Cell 1 most appropriately describes the level of emotion and rational thinking for a person who has signed a contract to purchase a new computer network for his office. This person is likely to have a high level of emotion as they may feel excited or relieved about the purchase. However, their rational thinking is also likely to be high as they have made a well-thought-out decision to invest in a computer network that will improve the efficiency and integration of their office operations.

3. Which of the following is NOT a market research tool?

Focus groups

Questionnaires

Introspective reflection

Thinking about consumers is no substitute for going out and talking to people.

Explanation

Thinking about consumers is no substitute for going out and talking to people.

4. Pick the cell (1,2,3 or 4) that most appropriately describes the level of emotion and rational thinking for Larysa. Almost on impulse, Larysa buys an expensive new watch for herself. It's the same brand that her bosses boss wears.

Cell 1

Cell 2

Cell 3

Cell 4

Larysa's decision to buy an expensive new watch for herself, simply because her boss's boss wears the same brand, suggests a high level of emotion and low level of rational thinking. She is likely influenced by her emotions and the desire to fit in or impress her superiors, rather than making a logical and practical decision based on her own needs and financial situation.

Explanation

Larysa's decision to buy an expensive new watch for herself, simply because her boss's boss wears the same brand, suggests a high level of emotion and low level of rational thinking. She is likely influenced by her emotions and the desire to fit in or impress her superiors, rather than making a logical and practical decision based on her own needs and financial situation.

5. Which of the following is true?

The concept of elasticity indicates a clear difference between luxuries and necessities

The concept of elasticity means that marketers do not need to worry about pricing

The concept of elasticity means that demand can be predicted for many products

None of the above

Elasticity shows that there is no objective difference between necessities and luxuries, and marketers certainly do need to consider price, whatever the elasticity of demand for the product.

Explanation

Elasticity shows that there is no objective difference between necessities and luxuries, and marketers certainly do need to consider price, whatever the elasticity of demand for the product.

6. Pick the cell (1,2,3 or 4) that most appropriately describes the level of emotion and rational thinking for Waldo. Waldo drives the SUV to the store with a list of things to buy from his wife. When he gets to "cooking oil" he has no idea what she uses. So he spends a little extra time reading labels to find out which is the lowest in cholesterol.

Cell 1

Cell 2

Cell 3

Cell 4

In this scenario, Waldo demonstrates a moderate level of emotion and rational thinking. He shows a level of emotion by wanting to fulfill his wife's request and taking the time to read labels. At the same time, he exhibits rational thinking by considering the health aspect and looking for the cooking oil with the lowest cholesterol. This indicates that he is not solely driven by emotions but also takes logical factors into account. Therefore, cell 3, which represents a moderate level of emotion and rational thinking, is the most appropriate description for Waldo in this situation.

Explanation

In this scenario, Waldo demonstrates a moderate level of emotion and rational thinking. He shows a level of emotion by wanting to fulfill his wife's request and taking the time to read labels. At the same time, he exhibits rational thinking by considering the health aspect and looking for the cooking oil with the lowest cholesterol. This indicates that he is not solely driven by emotions but also takes logical factors into account. Therefore, cell 3, which represents a moderate level of emotion and rational thinking, is the most appropriate description for Waldo in this situation.

7. Which of the following is true?

Consuming refers to decisions about buying products

Consumer behaviour is about making people buy things

Consuming refers to the ways in which people use products

None of the above

Consuming is not about the decisions, it is about usage: consumer behavior happens with or without persuasion.

Explanation

Consuming is not about the decisions, it is about usage: consumer behavior happens with or without persuasion.

8. Which of the following is NOT true?

Purchasing behaviour relates strongly to environmental situation

Purchasing behaviour occurs independently of segmentation issues

Purchasing behaviour is basic to meeting our needs

Segmentation and purchasing behaviour are inextricably linked.

Explanation

Segmentation and purchasing behaviour are inextricably linked.

9. Pick the cell (1,2,3 or 4) that most appropriately describes the level of emotion and rational thinking for Roarke. Roarke buys a new car for his wife. Shops around to get an SUV that has performed well in crash tests. He loves his kids. But he also loves to save money.

Cell 1

Cell 2

Cell 3

Cell 4

Roarke's level of emotion and rational thinking can be best described by cell 2. This is because he shows a balance between emotions and rationality in his decision-making process. He considers the safety of his wife by researching SUVs that have performed well in crash tests, which indicates rational thinking. At the same time, he also considers his love for his kids and his desire to save money, which indicates an emotional aspect to his decision. Therefore, cell 2 accurately represents the combination of emotion and rationality in Roarke's behavior.

Explanation

Roarke's level of emotion and rational thinking can be best described by cell 2. This is because he shows a balance between emotions and rationality in his decision-making process. He considers the safety of his wife by researching SUVs that have performed well in crash tests, which indicates rational thinking. At the same time, he also considers his love for his kids and his desire to save money, which indicates an emotional aspect to his decision. Therefore, cell 2 accurately represents the combination of emotion and rationality in Roarke's behavior.

10. Pick the cell (1,2,3 or 4) that most appropriately describes the level of emotion and rational thinking for Waldo. Waldo buys a digital camera. He's really into photography. And it was just a matter of comparing current prices and features of two models he's been looking at on the Internet.

Cell 1

Cell 2

Cell 3

Cell 4

Cell 1 most appropriately describes the level of emotion and rational thinking for Waldo. This is because Waldo's decision to buy a digital camera is based on rational thinking, as he compares prices and features of two models he has been looking at on the Internet. There is no mention of any strong emotional attachment or impulsive decision-making in this scenario.

Explanation

Cell 1 most appropriately describes the level of emotion and rational thinking for Waldo. This is because Waldo's decision to buy a digital camera is based on rational thinking, as he compares prices and features of two models he has been looking at on the Internet. There is no mention of any strong emotional attachment or impulsive decision-making in this scenario.