Deck 4: Consumer Behavior

Question 1

In-store promotion is a very useful tool for marketing high-involvement products.

Answer 1

False

Question 2

The need for status, recognition, fame, and prestige are all types of higher esteem needs.

Answer 2

False

Question 3

Morgan was looking at the magazines on display while waiting in the checkout lane. Although she hadn't intended to purchase one, Morgan bought a magazine that caught her attention. This is an example of an impulse buy.

Answer 3

True

Question 4

Because institutional markets represent a wide variety of organizations, marketers do well to develop standardized solutions that meet the general needs of all.

Question 5

Marketers can capitalize on consumer learning by designing marketing strategies that promote reinforcement.

Question 6

When it comes to selling cellos, marketers would seek the endorsement of Yo-Yo Ma, because he would be an opinion leader for that product.

Question 7

The family life cycle describes the distinct family-related phases that an individual progresses through over the course of his or her life.

Question 8

Values reflect a consumer's belief that a specific behavior is socially or personally preferable to another behavior.

Question 9

The U.S. government is one of the world's largest customers, spending hundreds of billions of dollars a year.

Question 10

Personality characteristics are often easier for a firm to understand and measure than lifestyle traits.

Question 11

There are three classifications of B₂B buying situations: new buy, continual buy, and a modified repurchase.

Question 12

The more public the purchase decision, the less impact reference groups are likely to have on the consumer.

Question 13

Business marketers typically deal with many more buyers than consumer marketers.

Question 14

If, when buying a new refrigerator, you consider certain characteristics such as energy efficiency, storage capacity, and a water/ice dispensing system important, these are part of your consideration criteria.

Question 15

Demand for one product that occurs because of demand for a related product is called derived demand.

Question 16

The B₂B purchasing process is often shorter and less complicated than the consumer decision-making process.

Question 17

Understanding a simple sentence is an example of System 1 thinking.

Question 18

The first step in the consumer decision-making process is the search for information.

Question 19

Marketers can help consumers fill in their knowledge gaps through advertisements and product websites.

Question 20

To a marketer, cognitive dissonance is synonymous with buyer's remorse.

Question 21

Purchases made in a retail outlet that are different from those the consumer planned prior to entering the store are called

A)alternative choices.
B)unplanned purchases.
C)derived demand.
D)modified rebuys.

Question 22

Qingyi needs to buy a new car. He has researched various models online. Although there are a lot of cars to choose from, Qingyi has decided that he only wants to look at models from Toyota or Kia. This list would be Qingyi's

A)evoked set.
B)consumer criteria.
C)evaluative criteria.
D)essential set.
E)information set.

Question 23

Which factor has led to the growth of search-engine marketing?

A)the use of sites like Facebook and Twitter as information sources
B)the decrease in the number of company-sponsored websites
C)the importance for marketers of appearing at the top of the search results page
D)consumers' growing use of smartphones to search for information
E)the increase in habitual decision making

Question 24

When evaluating choices, a consumer who asks the question "How do I feel about it?" is using which evaluative criteria?

A)attribute-based choice
B)attitudinal self-evaluation
C)evoked set consideration
D)alternative choice
E)affective choice

Question 25

The focal point of all marketing efforts is

A)the interests of stakeholders.
B)company profits.
C)the buying decision.
D)customer satisfaction.
E)company recognition.

Question 26

Daniel Kahneman's mode of thought referred to as System 1 can be described as

A)a calculating, conscious way of thinking.
B)an automatic, nonconscious way of thinking.
C)a systematic, effortful way of thinking.
D)a calculating, complex way of thinking.
E)a slow, controlled way of thinking.

Question 27

Which is an example of a System 2 way of thinking?

A)detecting hostility in a voice
B)driving a car on an empty road
C)understanding a simple sentence
D)completing the phrase "peanut butter and ..."
E)focusing on the voice of a particular person in a crowded, noisy room

Question 28

In the consumer decision-making process, searches for information fall into which two main categories?

A)extensive and limited
B)meaningful and trivial
C)internal and external
D)personal and impersonal
E)primary and secondary

Question 29

The five stages most consumers go through when engaged in extended problem solving is called the

A)want vs. need appraisal.
B)product evaluation timeline.
C)alternative evaluation process.
D)purchase decision process.
E)consumer decision-making process.

Question 30

Anya buys a candy bar each time she is at the checkout line in the grocery store. This is an example of what type of decision making?

A)extended problem solving
B)high-involvement decision making
C)derived demand
D)habitual decision making
E)sensory decision making

Question 31

Marketers must realize that the consumer is unlikely to engage in any of the subsequent steps of the buying process if the consumer

A)fails to complete a thorough information search.
B)is unaware of how the decision process works.
C)makes a purchase decision hastily.
D)is not a savvy consumer.
E)is not aware of a problem or does not recognize a need.

Question 32

Anthony is looking for a health club to join. He does not care if the health club has a swimming pool, juice bar, or fitness classes, what he does care about is that the club is open late in the evening and has extensive free weights and weight-lifting machines. These attributes that Anthony considers most important are referred to as his

A)consumer criteria.
B)information set.
C)product standards.
D)evoked set.
E)evaluative criteria.

Question 33

You finally decide to replace your worn-out lawnmower. You look at both Lawn-Boy and Toro mowers and decide to buy the Toro mower. After returning home, you see an advertisement for the Lawn-Boy mower on sale and now are wondering if you made the right decision. This is an example of

A)product indecisiveness.
B)problem recognition.
C)an internal information search.
D)cognitive dissonance.
E)post-purchase stress.

Question 34

The selling of goods and services to end-user customers is referred to as

A)C₂C marketing.
B)B₂C marketing.
C)B₂B marketing.
D)C₂B marketing.

Question 35

Compare the actions of each person to determine which one would most likely require an extensive external search for information.

A)Jim is going to the pet store to buy dog food for his puppy.
B)Talia went to the Apple store to upgrade her existing iPhone to the newest version.
C)Phoebe went to the mall to find a new dress for this weekend's party.
D)Isadora wants to replace her coffee maker with the same brand she currently owns.
E)Kaden and Jennifer are looking to buy their first home.

Question 36

The first stage in the consumer decision-making process is

A)outlet selection.
B)post-purchase processes.
C)information search.
D)alternative evaluation.
E)problem recognition.

Question 37

Ritesh opened a new computer store in town. When customers purchase a computer from his store, they automatically receive an extended warranty, free in-home installation, access to Ritesh's 24-hour technical support team, and in-store software training classes. By offering all these things, Ritesh is most likely trying to

A)increase a new customer's cognitive dissonance.
B)encourage an internal information search.
C)discourage ritual consumption.
D)stimulate problem recognition.
E)reduce a new customer's cognitive dissonance.

Question 38

How does the ability to pay for a purchase on credit affect the buying situation?

A)Buying things on credit links the consumption experience with the payment for that same purchase.
B)The ability to pay with credit decreases the amount consumers are willing to pay for an item.
C)Paying with credit activates the pain centers of the brain in a negative way.
D)Using credit to pay for purchases takes away the "pain" of paying for something.

Question 39

Which scenario represents B₂B marketing?

A)a restaurant selling food to its customers
B)a high school club selling water bottles at a football game
C)a business owner buying products at a wholesale outlet for her personal use.
D)a cell phone company opening a new retail store
E)a steel manufacturer selling rolled steel to an automaker

Question 40

B₂B marketers prefer the straight rebuy outcome to any other because straight rebuys normally do not require any additional design modifications or contract negotiations.

A)cognitive dissonance.
B)sensory marketing.
C)market development.
D)strategic planning.
E)consumer behavior.

Question 41

The broad set of knowledge, beliefs, laws, morals, customs, and any other capabilities or habits acquired by humans as members of society is referred to as

A)norms.
B)culture.
C)perception.
D)consumer behavior.

Question 42

Country-of-origin effects are the

A)misplaced beliefs that members of one society are superior to another.
B)determinations used to classify a society as either individualistic or collectivist.
C)ways in which countries are ranked in terms of the number of goods they produce.
D)beliefs and associations people in one country have about goods and services produced in another country.

Question 43

What are norms?

A)the formal or informal societal rules that specify or prohibit certain behaviors in specific situations
B)the psychological processes by which people select, organize, and interpret sensory information to form a meaningful picture of the world
C)the positive or negative evaluations that occur without conscious awareness toward an attitude object
D)the set of distinctive characteristics that lead an individual to respond in a consistent way to certain situations
E)the organized pattern of knowledge that an individual holds to be true about his or her world

Question 44

The tendency to interpret information in a way that fits our preconceptions is a process known as

A)selective retention.
B)selective distortion.
C)selective attention.
D)sensory marketing.

Question 45

Attitudes, perception, learning, and motivation are all ________ processes that can influence consumer behavior.

A)situational
B)sociocultural
C)environmental
D)psychological
E)physiological

Question 46

Ian has heard a lot about his town's country club. Many of Ian's business partners belong to the club and Ian thinks members of the club are looked upon as being successful and important. Although he doesn't have the money to join the club now, Ian hopes to be able to in the future. What type of reference group would the country club be for Ian?

A)an unattainable reference group
B)an exclusive reference group
C)an aspirational reference group
D)a dissociative reference group

Question 47

Grant's friends call him a "free spirit." He lives for himself, does what makes him happy and doesn't conform to rules-just because. The term "free-spirit" relates to Grant's

A)lifestyle.
B)values.
C)culture.
D)personality.
E)motivation.

Question 48

Cognitive dissonance occurs during which stage of the consumer decision-making process?

A)information search
B)alternative evaluation
C)problem recognition
D)postpurchase processes
E)outlet selection

Question 49

A person's belief that a specific behavior is socially or personally preferable to another behavior reflects that person's

A)attitude.
B)lifestyle.
C)personality.
D)values.

Question 50

Individuals who exert an unequal amount of influence on the decisions of others because they are considered knowledgeable about particular products are called

A)company leaders.
B)product pushers.
C)reference group leaders.
D)marketing gurus.
E)opinion leaders.

Question 51

At the national level, the most pervasive difference in culture relates to

A)how societies interpret the behavior of young consumers.
B)whether a society encourages or discourages consumer purchases.
C)how societies view and enforce norms.
D)whether a society focuses on individualism or collectivism.

Question 52

The perception process begins when a consumer

A)modifies his or her behavior due to a change in attitudes.
B)recognizes that he or she has an unmet need.
C)is exposed to either an internal or external stimulus.
D)is motivated by an inward drive.

Question 53

The set of distinctive characteristics that lead an individual to respond in a consistent way to certain situations is referred to as that individual's

A)values.
B)personality.
C)attitude.
D)lifestyle.

Question 54

Which stage is likely to be the final stage in an individual's family life cycle?

A)unmarried survivor
B)unmarried
C)married with no kids
D)married without dependent children
E)married with teens

Question 55

Which scenario best exemplifies how one's personal value system influences that person's buying behavior?

A)Gretchen heard that cars made in Germany have a reputation for being well built, so she decided to buy a BMW.
B)Roger decided to buy a camper so the family could enjoy the outdoors together.
C)Riley decided to buy a Mustang because it reflects his fast-paced way of living.
D)Cathy decided to buy an electric vehicle because she is concerned about the harmful effects of carbon dioxide emissions produced by gasoline fuels.
E)Rachel loves the outdoors, so she decided to buy a Jeep because it would portray her spirited personality to others.

Question 56

According to your text, ________ are one of the greatest influences on consumer behavior.

A)advertising messages
B)family members
C)knowledgeable salespeople
D)reference groups
E)opinion leaders

Question 57

The people that an individual would not like to be like make up that person's

A)exclusive reference group.
B)dissociative reference group.
C)aspirational reference group.
D)membership reference group.
E)isolation reference group.

Question 58

The distinct family-related phases that an individual progresses through over the course of the individual's life are called the

A)family growth chart.
B)life stage sequence.
C)progression timeline.
D)family life cycle.
E)life stage continuum.

Question 59

Which subculture self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity?

A)a regional subculture
B)a consumption subculture
C)an ethnic subculture
D)a collective subculture
E)a product subculture

Question 60

A membership reference group is defined as

A)a group that must charge its members a fee or dues in order to join.
B)a group whose members a consumer would like to emulate.
C)a group to which a consumer actually belongs.
D)a group whose members a consumer would not like to be like.

Question 61

The ABC model regarding attitudes is comprised of which three components?

A)attitudes, beliefs, and consideration
B)affective, behavioral, and cognitive
C)attentive, behavioral, and communicative
D)advanced, basic, and core

Question 62

Which statement regarding the concept of learning is not true?

A)Almost all consumer behavior is learned.
B)Reinforcement of the learning process occurs when the response reduces the need.
C)Marketers have no effect on consumer learning.
D)Learning typically begins with a stimulus that encourages consumers to act to reduce a need or want.
E)Learning refers to the modification of behavior that occurs over time due to experiences and other external stimuli.

Question 63

Marketers can capitalize on consumer learning by designing marketing strategies that

A)complicate information searches.
B)promote reinforcement.
C)encourage cognitive dissonance.
D)reduce ritual consumption.
E)stimulate problem recognition.

Question 64

The need all humans have to be respected by others as well as by themselves is referred to as

A)esteem.
B)motivation.
C)pride.
D)humility.
E)self-actualization.

Question 65

Allstate Insurance Company's "Mayhem" campaign that portrays various devastating accidents caused by "Mr. Mayhem" appeals to which level of Maslow's hierarchy?

A)safety
B)physiological
C)love/belonging
D)esteem
E)self-actualization

Question 66

Higher esteem needs include the need for self-respect, self-confidence, and

A)attention.
B)fame.
C)independence.
D)status.
E)recognition.

Question 67

In Maslow's hierarchy of needs, what type of need must be satisfied first before a person will seek to satisfy any other need?

A)safety
B)love/belonging
C)self-actualization
D)physiological
E)esteem

Question 68

Maslow's hierarchy of needs seeks to explain how ________ affect consumer behavior.

A)one's lifestyle
B)motivation
C)one's personality
D)attitudes
E)learning

Question 69

Which set of characteristics is representative of a low-involvement purchase?

A)The item to be purchased is expensive and frequently purchased, carries little risk, but requires research.
B)The item to be purchased is inexpensive, seldom purchased, and risky, and requires little research.
C)The item to be purchased is expensive and seldom purchased but carries little risk and requires little research.
D)The item to be purchased is expensive, seldom purchased, and risky, and requires research.
E)The item to be purchased is inexpensive and frequently purchased, is an item of limited risk, and requires little forethought.

Question 70

The top level in Maslow's hierarchy of needs is

A)self-actualization.
B)physiological.
C)safety.
D)love/belonging.
E)esteem.

Question 71

Influencing the cognitive component of someone's attitude depends upon altering that person's

A)motivation.
B)personality.
C)perception.
D)beliefs.

Question 72

Which level of Maslow's hierarchy of needs deals with friendship, family, and intimacy?

A)self-actualization
B)safety
C)physiological
D)esteem
E)love/belonging

Question 73

The use of sensation and perception to influence consumer preferences and choice is the idea behind

A)selective distortion.
B)selective retention.
C)selective attention.
D)sensory marketing.

Question 74

Which item is most likely a low-involvement purchase?

A)a new car
B)a bottle of ketchup
C)a home
D)a smartphone
E)a vacation

Question 75

How consumers make choices is influenced by the personal, financial, and social significance of the decision being made, in other words, their level of

A)self-actualization.
B)cognitive dissonance.
C)motivation.
D)perception.
E)involvement.

Question 76

As noted in your text, what tool is very useful for marketing low-involvement products?

A)television commercials
B)company websites
C)newspaper advertising
D)in-store salespeople
E)in-store promotion

Question 77

Factors like time and involvement that serve as an interface between consumers and their decision-making process are ________ influences.

A)individual
B)situational
C)psychological
D)social
E)cultural

Question 78

If a person responds toward an attitude object based on past experiences that person is exhibiting which dimension of attitudes?

A)attentive component
B)affective component
C)behavioral component
D)cognitive component
E)core component

Question 79

Which dimension of attitudes is made up of feelings or emotional reactions to the attitude object?

A)core component
B)behavioral component
C)attentive component
D)affective component
E)cognitive component

Question 80

According to Maslow's hierarchy of needs, companies that offer home security systems or products focused on accident or disability insurance, are seeking to meet which level of need?

A)physiological
B)love/belonging
C)safety
D)self-actualization
E)esteem