Deck 6: Consumer Behavior

Question 1

Brenda wants a new, dependable car that also looks good. She wants to satisfy both functional and psychological needs.

Answer 1

True

Question 2

One benefit of having satisfied customers is that they may spread positive word of mouth.

Answer 2

True

Question 3

Pam didn't go see the movie Us because her friends all said she wouldn't be able to handle it. When she found out how good it was, she blamed her friends. Pam is demonstrating an internal locus of control.

Answer 3

False

Question 4

The greater the difference between a consumer's unsatisfied need and the desired state, the greater the need recognition will be.

Question 5

After purchasing an expensive pair of shoes, you may question whether or not the shoes are any better than the less expensive shoes you could have purchased instead. This is an example of postpurchase cognitive dissonance.

Question 6

A reference group may have direct or indirect influence on your attitude toward a particular clothing store.

Question 7

Situational factors sometimes override psychological and social factors in the consumer decision process.

Question 8

Consumers involved in habitual decision making engage in little conscious decision making.

Question 9

When making an important purchase, consumers often consult friends and family. This is considered an external search for information.

Question 10

As manager of a local donut shop, Arnie greets his regular customers by name and often begins making their order when he sees them drive into the parking lot. Arnie knows habitual purchasers with strong store loyalty are great customers.

Question 11

The consumer decision process begins with a comparison of available alternatives.

Question 12

Another name for physiological risk is safety risk.

Question 13

Customers are more likely to talk about service that exceeded their expectation than about service that did not meet their expectation.

Question 14

When Glen is thirsty, he always buys a Coke. Like many consumers, Glen engages in considerable alternative evaluation when buying habitual products like his Coke.

Question 15

Setting high customer expectations is a good strategy that will help avoid customer dissatisfaction in the long run.

Question 16

Mary will not consider shopping at a nearby farmer's market based on negative comments made by her parents; therefore, she has developed a negative attitude toward this specific farmer's market.

Question 17

Maslow's hierarchy of needs is an interesting concept for psychology, but it has little relevance for marketing.

Question 18

When considering a purchase decision, people generally buy one product or service instead of another because they perceive it to be a better value.

Question 19

Rachael is visiting colleges before applying to schools as part of her extended problem-solving process.

Question 20

Frazier is out of milk and bread and needs to decide what is for dinner. He will be stopping at the grocery store on the way home. Frazier will likely engage in limited problem solving.

Question 21

When Hakim asked Marta where she wanted to go for lunch, she said Panera Bread because she used to go there at least once a week and always liked it. Marta conducted an internal search for information.

Question 22

When mountain climbers purchase clothing for scaling Mount Everest, their purchases are primarily addressing ________ needs.

A) functional
B) prepurchase
C) social
D) psychological
E) functional and psychological

Question 23

By producing motorcycles that do more than get riders to their destinations and back, Harley-Davidson is addressing consumers' ________ needs.

A) functional and social
B) postpurchase and prepurchase
C) safety and situational
D) psychological and physiological
E) functional and psychological

Question 24

Vladimir decided not to purchase the Hulu app because he didn't think it would give him access to all the shows and movies that he wanted for the price. Vladimir was assessing the financial risk of purchasing the Hulu app.

Question 25

Determinant attributes are product or service features that are important to the buyer and on which competing brands or stores are perceived to differ.

Question 26

According to Maslow's hierarchy of needs, safety needs are the needs that people first seek to meet.

Question 27

Marketers often use principles and theories from sociology and psychology to better understand consumers' actions and to

A) develop basic strategies for dealing with their behavior.
B) contribute to the theoretical knowledge in those disciplines.
C) avoid cultural reference group problems.
D) maximize postpurchase cognitive dissonance.
E) satisfy ritual consumption needs while avoiding overconsumption.

Question 28

Laura has an almost-new economy car, but she wants a Ford Mustang because she thinks it would be exciting to own one. If she decides to purchase a sports car such as the Mustang, she will be primarily fulfilling a ________ need.

A) functional
B) postpurchase
C) safety
D) psychological
E) functional and psychological

Question 29

When Karen realized her dog had fleas, Karen was faced with

A) a social-perceptual incongruence.
B) a psychological need.
C) a cognitive learning failure.
D) a universal shopping need.
E) an unsatisfied need.

Question 30

When the floor rusted through on her old car, Kelly knew she had a problem. Logically, Kelly's next step in the consumer decision process would be to

A) identify her need.
B) search for information about cars.
C) evaluate alternatives.
D) purchase a new car.
E) assess her satisfaction with the car she purchased.

Question 31

The greater the discrepancy between a consumer's ________, the greater the consumer's need recognition will be.

A) financial risk and performance risk
B) search for alternatives and alternatives found
C) needy state and desired state
D) universal set and evoked set
E) external and internal information search

Question 32

Generally, people buy one product or service instead of another because they

A) want to get the lowest price possible.
B) perceive it to be the better value for them.
C) prefer to avoid doing extended problem solving.
D) have conducted a thorough internal search for information.
E) are unaware of key determinant attributes.

Question 33

A key to successful marketing is determining how to meet the correct balance of ________ needs that best appeals to the firm's target markets.

A) functional and social
B) postpurchase and prepurchase
C) safety and situational
D) psychological and physiological
E) functional and psychological

Question 34

The greater the discrepancy between a consumer's needy state and the desired state, the greater the

A) time required to satisfy the need.
B) effort consumers will invest in searching for alternatives.
C) consumer's need recognition will be.
D) size of the universal set will be.
E) breadth of the external information search.

Question 35

Jason usually buys Nike shoes, so when his friend asked him what shoes he should buy, he said Nike without thinking about it. Jason's response was an evoked set.

Question 36

Kelly recognized her old, rusty car had seen its last mile. When she began searching for a new car to replace it, she relied on both ________ sources of information.

A) biased and unbiased
B) compensatory and noncompensatory
C) general and specific
D) psychological and functional
E) internal and external

Question 37

When Brandon decided he needed a new car, he immediately called his old college roommate, who owns a BMW dealership, to ask questions about options and financing. Brandon was searching for information from

A) an external source.
B) an internal locus of control.
C) a reference source.
D) an internal source.
E) a situational factor group.

Question 38

The consumer buying process begins when

A) a consumer enters a store.
B) consumers' functional needs are greater than their psychological needs.
C) a consumer's performance risk is minimized.
D) a consumer recognizes an unsatisfied need.
E) learning follows perception.

Question 39

Upscale men's and women's clothing stores like Nordstrom, Neiman Marcus, or Saks Fifth Avenue are more likely to appeal to consumers' ________ needs.

A) functional
B) postpurchase
C) safety
D) psychological
E) situational

Question 40

The consumer decision process model represents

A) the concept of habitual decision making.
B) the retrieval of an evoked set based on physiological needs.
C) the steps that consumers go through before, during, and after making purchases.
D) the shift from an internal to an external locus of control.
E) the types of decisions all consumers must make.

Question 41

Elena is in the process of buying a new flatscreen. There are many possible flatscreens to choose from, but she is focused on a few she would actually consider buying. These make up her ________ set.

A) universal
B) retrieval
C) immediate
D) evoked
E) focus

Question 42

Jonathan prefers shirts made with 100 percent cotton, but he will sometimes buy shirts with less cotton if they are less expensive. Jonathan uses ________ to decide which shirts to buy.

A) a compensatory decision rule
B) a noncompensatory decision rule
C) habitual decision making
D) social factors
E) temporal factors

Question 43

André was afraid his new condominium would look shabby to his future in-laws, so he had it painted just before their visit. André was addressing his ________ risk.

A) social
B) financial
C) performance
D) psychological
E) physiological

Question 44

Kathy has naturally curly hair and has often been disappointed with the haircuts she has received. When she moved to a new town, she approached her new office mates and several strangers with curly hair and asked them where they had their hair cut. She chose to spend considerable effort finding a new hair stylist based on the ________ associated with her purchase decision.

A) evoked set
B) reference group
C) physiological risk
D) performance risk
E) financial risk

Question 45

When Magda decided to buy a new computer, she considered all the brands she could recall seeing advertised. This represents Magda's ________ set.

A) universal
B) retrieval
C) evoked
D) deterministic
E) behavioral

Question 46

Andrea and Karl got married a year ago and are ready to move out of their apartment and into a new home. After looking at several houses, they have developed a list of features that are important to them and that are different among the homes they have visited. The features on their list are called

A) an evoked set.
B) determinant attributes.
C) short lists.
D) perceived risk factors.
E) trade-off elements.

Question 47

Once consumers have recognized a need, they begin to search for ways to satisfy that need. The internal search is characterized by

A) searching a company's website.
B) examining personal memories and knowledge.
C) reading consumer reviews.
D) consulting close friends and families.
E) analyzing brand advertising.

Question 48

________ attributes are product or service features that are important to buyers and that are used to differentiate among choices.

A) Retrieval
B) Financial
C) Social
D) Determinant
E) Safety/performance

Question 49

The Wall Street Journal provides a set of guidelines each year for purchasing a laptop computer. The guidelines include recommendations for hard disk capacity, memory size, battery life, and several other attributes. The Wall Street Journal is providing consumers with

A) an evoked set.
B) psychological needs.
C) social concerns.
D) evaluative criteria.
E) biased information.

Question 50

Jordana is a travel agent. Whenever she sells an expensive vacation package, she encourages the customer to buy travel insurance, which provides reimbursement in case of trip cancellation due to illness or another emergency. Jordana is trying to reduce her customers' ________ risk.

A) psychological
B) financial
C) performance
D) social
E) physiological

Question 51

Peter wanted an unbiased source of information to help him decide what brand of appliances to buy for his new condominium. Peter would most likely search for information from

A) the Sears catalog.
B) the Consumer Reports website.
C) the local Better Business Bureau.
D) the website for Best Buy
E) Psychology Today magazine.

Question 52

Before flying, Jaden researches the types of planes the airline uses, scans the plane for defects as it taxis up to the terminal, and follows the pilot and crew as they come through the airport. He has no experience as a pilot or airplane mechanic. Jaden probably has a misguided sense of his

A) postpurchase dissonance.
B) locus of control.
C) reference group identification.
D) attribute sets.
E) social risk.

Question 53

Ryan believes he is responsible for his actions, and he will conduct extensive searches before making a purchase. Michael's favorite phrase, when confronted by the need to make a decision, is "Whatever." In marketing terms, Ryan is said to have a(n) ________ and Michael, a(n) ________.

A) personal-accountability approach; laissez-faire approach
B) formal search function; casual search function
C) increased search anxiety; decreased search anxiety
D) internal locus of control; external locus of control
E) focused sense of information; unfocused sense of information

Question 54

Dawn flies regularly between Atlanta and Los Angeles. She almost always uses Delta Airlines and has lots of Delta Sky Miles credit (Delta's frequent-flyer program). Still, she uses an online fare comparison website each time to see if a competitor has a better price or a more convenient schedule. Dawn uses ________ to decide which airline to fly.

A) a compensatory decision rule
B) a noncompensatory decision rule
C) habitual decision making
D) social factors
E) temporal factors

Question 55

When Maya decided to buy a new computer, she thought about all the brands she could recall seeing advertised, but when she visited her local Best Buy, she limited her search to only those brands she would consider buying. This represents Maya's ________ set.

A) universal
B) retrieval
C) evoked
D) deterministic
E) behavioral

Question 56

Consumers consider universal, retrieval, and evoked sets during which stage of the consumer decision process?

A) need recognition
B) postpurchase evaluation
C) information search
D) situational analysis
E) evaluation of alternatives

Question 57

Marketers particularly want their brands and products to be in consumers' ________ sets.

A) universal
B) retrieval
C) evoked
D) deterministic
E) behavioral

Question 58

Every year before he puts his boat in the water, James has his mechanic put a new battery in the boat. James is most likely concerned with ________ risk.

A) psychological
B) financial
C) performance
D) social
E) physiological

Question 59

Every time Katie wants to eat salad for lunch, she and her friends go to Sweet Tomatoes, but if she's craving dessert, she heads straight to The Cheesecake Factory. In making these choices, she relies on a(n)

A) perceived benefits analysis.
B) external locus of control.
C) exceptional marketing campaign.
D) external source of information.
E) internal search for information.

Question 60

In the consumer decision process, we decide how much time and effort to expend searching for information based partly on ________ associated with the product or service being considered.

A) postpurchase dissonance
B) the alternative evaluation process
C) the degree of perceived risk
D) the results of habitual decision making
E) the results of the external search

Question 61

Most firms maintain customer complaint services online, in the store, or over the telephone. Firms attempt to respond quickly to complaints, hoping to

A) get themselves into the universal set.
B) reduce the cost of postpurchase advertising.
C) minimize negative word of mouth and rumors.
D) extend decision rules to the customer complaint desk.
E) offset performance risk with financial risk.

Question 62

Western visitors to the Indonesian island of Bali are often aghast when they see the swastika symbol etched above the entrances of some of its temples and homes. Westerners associate the swastika symbol with Nazi Germany while the Balinese associate the symbol with divinity and spirituality. These different associations are based on different

A) lifestyles.
B) ethics.
C) perceptions.
D) attitudes.
E) motives.

Question 63

Negative attitudes are typically difficult for marketers to change because

A) most consumers' attitudes depend on prices.
B) consumers weigh performance risk against functional needs when assessing their attitudes.
C) attitudes are learned and long lasting.
D) attitudes shift consumers from limited to extended problem-solving situations.
E) consumers' attitudes are derived from unchanging decision rules.

Question 64

Marketers frequently design customer relationship management programs to

A) retain loyal customers.
B) attract consumers who have safety needs.
C) reinforce postpurchase cognitive dissonance.
D) increase internal information search.
E) improve profit margins.

Question 65

Many teenagers have clothes they purchased in the past that they "would not be caught dead in" today. When they occasionally see those clothes hanging in the backs of their closets, these teenagers probably feel

A) cognitive bias.
B) postpurchase cognitive dissonance.
C) psychological risk.
D) need recognition.
E) physiological risk.

Question 66

Among the factors affecting the consumer decision-making process is the way consumers spend their time and money to live, otherwise known as

A) lifestyle.
B) conspicuous consumption.
C) the demonstration effect.
D) external validation.
E) life standards.

Question 67

Christopher bought Timberland boots because he felt they were perfect for his outdoor activities. Patrick bought the same kind of boots because he liked the image they conveyed. The psychological factor driving Patrick's behavior is

A) functional need.
B) lifestyle.
C) his universal set.
D) learning.
E) his evoked set.

Question 68

Apple computer users tend to like the company and love its products. Apple has nurtured this ________ component of its customers' attitudes.

A) social
B) affective
C) psychological
D) cognitive
E) physiological

Question 69

Learning refers to a change in a person's thought process or behavior that arises from

A) attitudes.
B) experience.
C) risk analysis.
D) cultural norms.
E) postpurchase dissonance.

Question 70

After Sharon graduated from college, she found a steady and good-paying job, got married, started to raise a family, and began to receive recognition at work and in the community. Eventually, she began to devote more time and effort to intellectual and aesthetic pursuits. Sharon is advancing to which category on Maslow's Hierarchy of Needs?

A) self-fulfillment
B) self-esteem
C) self-confidence
D) self-actualization
E) self-care

Question 71

Stuart wanted to impress Janet with the perfect engagement ring. He had been saving money for months, and he noticed his attitudes and perceptions about diamond rings changing as he began paying attention to ads for rings. Marketers call this process

A) consumer confidence building.
B) self-actualization.
C) perception construction.
D) prepurchase dissonance.
E) learning.

Question 72

Maslow's hierarchy of needs includes physiological needs at the bottom-most level of the pyramid and self-actualization at the top-most level. The three levels in between are

A) material goods, safety, and love.
B) community, family, and self.
C) safety, stability, and striving.
D) health, wealth, and happiness.
E) safety, love, and esteem.

Question 73

There are approximately 1 billion people living in India. Only about 200 million of these people earn more than the equivalent of $1,000 per year. According to Maslow's hierarchy, most of the other 800 million Indian consumers are primarily addressing their ________ needs.

A) social
B) personal
C) psychological
D) esteem
E) physiological

Question 74

Marketers fear negative word of mouth because when consumers are dissatisfied, they

A) are less likely to say something than when they are satisfied.
B) often want to complain to many people.
C) buy more of the product to prove they were correct in their criticism.
D) often file a lawsuit.
E) don't buy any of the company's other products.

Question 75

A(n) ________ is a need or want strong enough to cause a person to seek satisfaction.

A) locus of control
B) motive
C) attitude
D) perception
E) learning curve

Question 76

Though he has never owned a Jaguar, Jerry thinks that Jaguar vehicles are poorly made and have many mechanical problems. For Jaguar to sell Jerry a car, the company would need to change the ________ component of Jerry's attitude.

A) social
B) affective
C) functional
D) cognitive
E) physiological

Question 77

Jordana travels a lot for work and is looking to buy a carry-on bag that fits size and weight regulations. Although she has looked at several brands, she refuses to buy a bag that cannot also fit underneath the seat in front of her. Jordana is basing her decision on

A) a compensatory decision rule.
B) a noncompensatory decision rule.
C) habitual decision making.
D) social factors.
E) temporal factors.

Question 78

Postpurchase cognitive dissonance is especially likely for products that are

A) cheap, poorly made, and made of plastic.
B) personally valuable, antique, or foreign-made.
C) simple, easily copied, and new.
D) psychologically soothing, purchased impulsively, and part of a consumer's evoked set.
E) expensive, infrequently purchased, or associated with high levels of risk.

Question 79

Marketers are particularly interested in postpurchase behavior because it

A) involves both compensatory and noncompensatory consumers.
B) offers insights into information search methods.
C) avoids situational conflicts.
D) involves actual rather than potential customers.
E) involves both actual and potential customers.

Question 80

Sometimes consumers have second thoughts after buying goods that are expensive, infrequently purchased, or associated with a high level of risk. This is an especially critical time for marketers, as their customers are dealing with

A) criteria reevaluation.
B) buyer's remorse.
C) competitive leverage.
D) purchase uncertainty.
E) consumer vulnerability.