Deck 11: Consumer Decision Making

Question 1

If consumer behavior is not well understood,a marketer will have difficulty creating an appropriate marketing mix.

Answer 1

True

Question 2

Consumers with prior experience in buying a certain product will spend less time searching for product information and will limit the number of products that they consider.

Answer 2

True

Question 3

A newly hired employee at an advertising agency chose the clothes she purchased for work by observing the clothes she saw worn in The Apprentice,a popular television reality show.In this example,the women hoping to work for Donald Trump served as primary membership groups.

Answer 3

False
A primary membership group requires face-to-face membership,so a television show cannot serve as a primary membership group.

Question 4

One way marketers are identifying true opinion leaders is by looking to teen blogs to identify the social trends that are shaping consumer behavior.

Question 5

The purchase of products like soft drinks,cleaning products,and gasoline generally exemplify routine response behavior.

Question 6

When Alan buys rock-climbing equipment,he will only buy Black Diamond,Petzl,Edelweiss,or Wild Country brands even though other brands exist.These listed brands make up Alan's awareness set.

Question 7

Selective exposure occurs when consumers change information that conflicts with their feelings or beliefs.

Question 8

There are several tools marketing managers can use to increase cognitive dissonance,which enhances consumers' attitude toward their brand.

Question 9

There are two types of learning: concrete and abstract.

Question 10

The United States,unlike some other countries,does not have a status structure or social class system.

Question 11

Opinion leaders are often the first to try new products and services.

Question 12

A stimulus is a unit of input from either an external or internal source that can affect sight,smell,taste,touch,or hearing.

Question 13

Once an individual's evoked set has been established,evaluation of those alternatives will determine what information must be obtained during the information search.

Question 14

In general,detailed,informative advertisements are most effective for high-involvement products because consumers actively search for additional information prior to making their decisions.

Question 15

An ad showing a thirsty athlete drinking a cold bottle of Gatorade is an example of an appeal to self-actualization needs.

Question 16

The majority of Americans today define themselves as middle class,regardless of their actual income or educational attainment.

Question 17

Chantel would like to try a good Mexican restaurant for dinner tonight,so she asks a couple of coworkers for suggestions.She is using an internal information search.

Question 18

Noah perceives the purchase of a tattoo to be a socially risky decision because he thinks that people will judge him unfairly if he has a tattoo.Hayley,however,does not perceive getting a tattoo as particularly risky behavior.As far as social risk is concerned,getting a tattoo will be a higher-involvement activity for Noah than for Hayley.

Question 19

Laurie would like to be fashionable and trendy.This would be considered her real self-image.

Question 20

The socialization process involves adopting the values of the culture in which a person was raised and is usually strongly influenced by the family.

Question 21

Which step in the consumer decision-making process is a result of an imbalance between actual and desired states?

A) Evaluation of alternatives
B) Want recognition
C) Purchase
D) Need recognition
E) Postpurchase behavior

Question 22

Rod saw a television commercial for a Honda S2000 and wants to test-drive one.The commercial is an example of a(n)_____ stimulus.

A) internal
B) external
C) primary
D) secondary
E) nonpersonal

Question 23

As a result of hearing the adventures of returning soldiers,Monroe decided to enlist in the U.S.Army.These stories he heard from the soldiers acted as:

A) affective states
B) external stimuli
C) internal stimuli
D) purchase outcomes
E) a dissonance creator

Question 24

It is usually easier to change consumer beliefs about a service attribute than a product attribute.

Question 25

The way a consumer goes about addressing a need is called a:

A) need
B) tactic
C) stimulus
D) want
E) desire

Question 26

Stimulus discrimination is a learned ability to differentiate among similar products.

Question 27

Which of the following products would most likely require the purchaser to use only an internal information search?

A) A doctor for a recently detected illness
B) A new washer and dryer
C) A formal dance
D) A favorite restaurant you love to patronize regularly
E) Choosing a movie to see at the theater

Question 28

The processes consumers use when making purchase decisions are called:

A) consumer behavior.
B) marketing.
C) consumerism.
D) perceptual mapping.
E) database mining.

Question 29

While looking at the DVDs at Target,Tee tried to remember the name of the action movie starring Harrison Ford as an archeologist so he could buy the DVD.Which step of the consumer decision-making process is this?

A) Antecedent search
B) Need recognition
C) External information search
D) Alternative evaluation
E) Internal information search

Question 30

An external information search is especially important when:

A) there is a great deal of past experience
B) there are high costs associated with making an incorrect decision
C) the cost of gathering information is high
D) buying frequently purchased, low-cost items
E) there is little risk of making an incorrect decision

Question 31

By keeping the blue triangle in the corner and the Nabisco name on several similar Nabisco snack products,Nabisco is attempting to capitalize on stimulus generalization.

Question 32

The steps of the consumer decision-making process in order are:

A) need recognition, alternative aggregation, reevaluation, purchase decision, postpurchase behavior
B) need positioning, stimulus response reactions, evaluation of alternatives, purchase decision, postpurchase behavior
C) need positioning, alternative aggregation and divestment, purchase decision, postpurchase evaluation
D) information search, need positioning, evaluation of alternatives, product trial, purchase decision, postpurchase satisfaction
E) need recognition, information search, evaluation of alternatives, purchase, and postpurchase behavior

Question 33

Sam was driving when someone ran a stop sign and totaled his car.His car cannot be repaired,so he realized he's going to have to get another one.What stage of the consumer decision-making process does this represent?

A) Need recognition
B) Purchase
C) Evaluation of alternatives
D) Postpurchase behavior
E) Information search

Question 34

Which of the following is the BEST example of an internal stimulus that would create need recognition?

A) A friend comments on how shabby your coat looks
B) A radio station runs an ad for a new video game rental store
C) A headache
D) An invitation to a graduation for which you need a gift
E) A billboard promoting a new national Internet service provider

Question 35

The imbalance between actual and desired states is sometimes referred to as the:

A) Want-got gap.
B) self-actualization quandary.
C) either-or principle.
D) got-want gap.
E) cognitive-dissonance paradox.

Question 36

An attitude is a physiological difference among consumers.

Question 37

After a need or want is recognized,a consumer may search for information about the various alternatives available to satisfy it.This occurs during which part of the consumer decision-making process?

A) Evaluation of alternatives
B) Information search
C) Cognitive dissonance
D) Consideration stage
E) Product identification

Question 38

Which of the following is an information source that is not associated with advertising or promotion?

A) External
B) Nonmarketing-controlled
C) Marketing-controlled
D) Unbiased
E) Primary

Question 39

Lisa has to have a Diet Coke for breakfast.At a breakfast meeting,she was offered coffee and refused.She only wanted a Diet Coke.This illustrates that Lisa needs Diet Coke to:

A) satisfy a want
B) satisfy a need
C) satisfy a belief
D) satisfy a physiological drive
E) satisfy a momentary stimulus

Question 40

Which of the following is any unit of input affecting one or more of the five senses: sight,smell,taste,touch,and hearing?

A) Tactic
B) Need
C) Stimulus
D) Want
E) Desire

Question 41

All of the following influence the extent to which an individual conducts an external search for information EXCEPT:

A) perceived risk
B) knowledge
C) prior experience
D) social class
E) level of interest

Question 42

Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions is referred to as:

A) cognitive dissonance.
B) psychological discomfort.
C) affect referral.
D) perceptual imbalance.
E) Dissatisfaction.

Question 43

Rose is shopping for a new camera.She has set a maximum of $250 as the highest price she will pay,so she doesn't even bother considering cameras that cost more than that.Rose is narrowing the number of available choices by using a:

A) cost margin
B) product attribute
C) cutoff
D) boundary
E) knockoff

Question 44

Feeding her family healthy foods is important to Terri.She makes a point of buying organic products as often as possible.As she goes through the grocery store she remembers that she needs milk,so she heads over to the dairy case,intending to purchase the organic variety.She notices that a carton of organic milk is priced at $4.89; however,the store-brand milk is on sale for 99 cents.She hesitates for a moment,then selects the cheaper store brand,telling herself that she just can't pass up such a good bargain.As Terri wonders if she made the right purchase decision,she is experiencing:

A) attribute remorse
B) cognitive dissonance
C) evaluation distortion
D) consumer cognition
E) perceptual disharmony

Question 45

Warren loves to go to the beach on his vacation but hates to have to worry about the possibility of hurricanes.As Warren looked for where he should go on vacation this summer,he consulted a publication called Smart Money and learned the islands of Aruba,Bonaire,and Curacao are not in the hurricane belt.Now he will only consider these island resorts as possible vacation destinations.This group of resort islands is called Warren's:

A) involvement set
B) evaluative set
C) evolved set
D) evoked set
E) intuitive set

Question 46

Extending a well-known and respected brand name from one product category to another product category is referred to as:

A) brand stretching
B) brand extensions
C) brand bouncing
D) brand transfer
E) brand building

Question 47

All of the following are ways consumers can reduce cognitive dissonance EXCEPT:

A) justifying the decision
B) seeking new information
C) sending a letter to the marketer
D) avoiding contradictory information
E) returning the product

Question 48

Arm & Hammer is a well-known and respected brand of baking soda.The company has put its brand name on several products,such as laundry detergent,toothpaste,kitty litter,and many more.These are examples of:

A) brand transfers
B) brand modifications
C) brand banks
D) brand hierarchies
E) brand extensions

Question 49

Which of the following items is MOST likely to be a fully planned purchase?

A) a pair of jeans
B) a bottle of soda pop
C) a motorcycle
D) a flashlight
E) All of the above.

Question 50

Bethany is in the market for a new cell phone.She tweets to her followers on Twitter: "Hey,looking for some info about good cell phone deals.Any advice?" Bethany is using a(n)_____ information source to help her make her decision.

A) experiential
B) marketing-controlled
C) internal
D) unbiased
E) nonmarketing-controlled

Question 51

A product information source that originates with marketers promoting the product is referred to as a:

A) manipulative information source
B) primary information source
C) secondary information source
D) marketing-controlled information source
E) biased information source

Question 52

While Robinson was looking at the CDs at Walmart,he was trying to remember the name of the group that sang the song he liked on last night's episode of his favorite television show so he could buy it.Since recording companies pay to have their CDs promoted on television,the source of information Robinson is trying to recall is:

A) a fortuitously evoked set
B) marketing controlled
C) nonmarketing controlled
D) unitary data
E) a credible consideration set

Question 53

All of the following are examples of marketing-controlled information sources EXCEPT:

A) a review of laser printers in Consumer Reports.
B) brochures about kitchen products sold by the Home Depot.
C) a coupon for $1.00 off of laundry detergent.
D) a recipe for oatmeal raisin cookies on a package of oatmeal.
E) an advertisement in a magazine.

Question 54

How can marketers reduce consumers' cognitive dissonance?

A) Offer guarantees
B) Offer sales promotions
C) Avoid contradictory information
D) Change the product
E) Ignore it

Question 55

David is shopping for tires for his Audi.He looks in the yellow pages of the local phone book and calls Costco,Sam's Club,Sears,and a local car repair shop.In his decision-making process,David is using:

A) marketing-controlled information sources
B) demographic information sources
C) nonmarketing-controlled information sources
D) secondary data sources
E) internal search sources

Question 56

Another name for evoked set is:

A) array
B) reminder assortment
C) induced memory
D) consideration set
E) awareness set

Question 57

Tariq is throwing a party tonight and needs to order a couple of pizzas.There are many pizza joints in town,but Tariq has narrowed down his choices to Tony's Pizzeria,Domino's,and Montoni's.These three restaurants represent Tariq's:

A) evaluative criteria
B) dissonance suppressors
C) discretionary discriminators
D) discriminatory set
E) evoked set

Question 58

Mai Lin is checking out at the grocery store when she notices the candy display right next to the cash register."I haven't had a Mounds bar in years," she thinks."That looks good! I think I'll grab one." So she hands the candy to cashier and says,"I'll take this too." Mai Lin has just made a(n):

A) partially planned purchase
B) unplanned purchase
C) unwise purchase
D) fully planned purchase
E) frivolous purchase

Question 59

A group of brands resulting from an information search,from which a buyer can choose is referred to as the buyer's:

A) evoked set
B) primary set
C) inert set
D) complete set
E) justifiable set

Question 60

Andrea just purchased a trip to Jamaica as a present to her husband for their tenth wedding anniversary.Andrea is anxious about the trip,afraid Bill will not like her choice of location and worried she spent too much money.Andrea is experiencing:

A) selective dissatisfaction
B) temporal distortion
C) perceptual disharmony
D) cognitive dissonance
E) self-actualization involvement

Question 61

Your best friend has sought your advice on what type of clothing she should buy for a job interview.If she gets the job,she will be the assistant to the producer of her favorite television program.She really wants this job and considers it a once in a lifetime opportunity.By asking your help with her wardrobe,your friend is most likely trying to:

A) eliminate cognitive dissonance
B) eliminate the low involvement in the decision
C) reduce perceived risk of negative consequences
D) increase the chances of selective exposure
E) increase the motivation involved in the decision

Question 62

The types of products people purchase using routine response behavior are typically:

A) frequently purchased, low-cost items
B) frequently purchased, high-cost items
C) infrequently purchased, low-cost items
D) infrequently purchased, high-cost items
E) all types of items, regardless of price or frequency of purchase

Question 63

_____ is characterized by low involvement,a short time frame,an internal-only information search,and low costs.

A) Limited decision making
B) Routine response behavior
C) Emotional buying
D) Intensive decision making
E) Temporally-limited behavior

Question 64

Marketing managers often use in-store promotions to stimulate sales of:

A) technical products
B) high-involvement products
C) high-priced products
D) industrial products
E) low-involvement products

Question 65

Alanna is looking into purchasing a scooter as gas prices continue to rise.She needs a reasonably priced,comfortable,and safe scooter with room to store her books.She is not familiar with scooters,and this is a major purchase for her.The purchase will probably involve:

A) low-involvement problem solving
B) low-involvement decision making
C) extensive decision making
D) limited decision making
E) dedicated cognitive behavior

Question 66

Each week,Jess comes to the supermarket with a list of essential items: milk,bread,peanut butter,and chocolate.This is an example of:

A) buyer's harmony
B) situational convenience
C) routine response behavior
D) limited decision making
E) consistent decision making

Question 67

Mario usually purchases Old Spice deodorant.Unfortunately,the drug store is sold out of Old Spice today,so Mario will have to choose a brand that's in stock.In making his decision,Mario will engage in _____ consumer decision making.

A) limited
B) extended
C) habitual
D) classical
E) routine

Question 68

Which of the following activities is most likely to be an example of routine response behavior?

A) The purchase of a three-week vacation cruise
B) A homeowner's purchase of a new grill for $600
C) The first-time purchase of a copy machine for a home office
D) The purchase of toilet paper
E) The purchase of an infant car seat

Question 69

All of the following factors directly influence consumers' level of involvement in the purchase process EXCEPT:

A) consumer's age
B) previous experience with the product
C) financial risk associated with the product
D) social visibility of the purchased item
E) perceived risk of negative consequences as a result of the purchase

Question 70

_____ is the amount of time and effort a buyer invests in the search,evaluation,and decision processes of consumer behavior.

A) Economic value
B) Involvement
C) Opportunity cost
D) Temporal cost
E) Perceived level of personal risk

Question 71

This type of risk occurs if consumers feel that making the wrong decision might cause some concern or anxiety.

A) Financial risk
B) Psychological risk
C) Physiological risk
D) Social risk
E) Situational risk

Question 72

The type of decision making that requires a moderate amount of time for gathering information and deliberating about an unfamiliar brand in a familiar product category is referred to as:

A) routine response behavior
B) limited decision making
C) extensive decision making
D) uninvolved decision making
E) affective decision making

Question 73

Nellie's boss sells merchandise through Internet auctions.He needs to mail a $1,500 hexagonal antique picture frame.He has instructed Nellie to buy packaging that will make sure the oddly shaped frame arrives at its new owner's home undamaged,but he has not told her how or where she will find such packaging.Given that she frequently has to purchase packaging supplies,what kind of purchase decision process would she most likely employ?

A) High-involvement response behavior
B) Low-involvement decision making
C) Extensive decision making
D) Limited decision making
E) Routine response behavior

Question 74

The electricity for lighting outdoor billboards is powered by transformers.The operator of a company that installs and manages billboards has purchased many such transformers.Today,he plans to buy a replacement for one that was destroyed by a recent hurricane.Before making this purchase,he will look at cost and also see if he can find one that is more weatherproof.He wants to make sure he buys the best transformer for the job and that he does not pay more money than he should.In other words,he will engage in _____ decision making.

A) limited
B) extended
C) habitual
D) classical
E) routine

Question 75

When a consumer is purchasing an unfamiliar,expensive product or an infrequently bought item,he or she is practicing:

A) extensive decision making
B) cognitive harmonizing
C) limited problem solving
D) strategic behavior
E) stimulus discrimination

Question 76

When Avril went to purchase a birthday card for her new boyfriend,she went to three stores and spent four hours reading over 500 cards before selecting the perfect one.This card (which cost $3.25)is properly designated as a high-involvement product because of:

A) product involvement
B) situational involvement
C) shopping involvement
D) enduring involvement
E) all of these

Question 77

All of the following are examples of individual factors that affect the decision-making process for consumers EXCEPT:

A) gender
B) age
C) reference groups
D) lifestyles
E) personality

Question 78

_____ is the set of values,norms,attitudes,and other meaningful symbols that shape human behavior and is transmitted from one generation to the next.

A) Socialization
B) Customerization
C) Consumerism
D) Lifestyle
E) Culture

Question 79

Kim places huge importance on what she wears to sing in front of her church and therefore takes her time to shop for the right clothes and shoes.This is due to the:

A) opportunity costs
B) fear of cognitive dissonance
C) situational factors
D) social visibility of the products
E) cost of the products

Question 80

A marketing manager would expect his or her product to be a high-involvement product for most consumers if it:

A) is a product adaptation of a market leader
B) is a necessity
C) has not been purchased before
D) has low social visibility
E) requires substantial financial investment