Deck 4: Consumer Behaviour

Question 1

The term used to describe the analysis of the behaviour of individuals and households who buy goods and services for personal consumption is known as:

A) social behaviour.
B) external behaviour.
C) consumer behaviour.
D) customer behaviour.
E) target market behaviour.

Answer 1

consumer behaviour.

Question 2

Consumer behaviour is the analysis of the behaviour of ____________ and ____________ who buy goods and services for ____________ consumption.

A) individuals, businesses, private
B) businesses, households, public
C) individuals, households, personal
D) businesses, households, conspicuous

Answer 2

individuals, households, personal

Question 3

While shopping with a good friend, you decide to buy a new pair of jeans; your friend helps you to decide which pair to buy. This interaction with your friend at the time of purchase is known as a:

A) physical situational influence.
B) social situational influence.
C) motivational situational influence.
D) mood situational influence.
E) time situational influence.

Answer 3

social situational influence.

Question 4

Characteristics of the location in which the purchase decision is made are known as:

A) material.
B) motivational.
C) physical.
D) social.

Question 5

Community initiatives such as think! (WACFL), and rural localised groups such as Men's Shed provide support and services targeted towards men between the ages of 25-54 y.o, as they are identified as groups lacking targeted support services. The development of these services is an example of what type of influence:

A) situational
B) group
C) demographic
D) cultural
E) social

Question 6

As a situational influence, the concept of 'time' refers to:

A) the average time consumers take to make a purchase decision.
B) the time available for a purchase decision.
C) the time it takes to make a purchase decision.
D) the number of times a purchase decision is made.

Question 7

John is a 35 year old, working full-time as a builder, earning roughly $90,000 per year. John's demographic characteristics would be best described as a(n) ___________ influence on his behaviour as a consumer

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

Question 8

While shopping for a pair of jeans, you ask your friend "how do I look in these?" This influence on your purchasing decision is a:

A) physical.
B) personal influence.
C) social influence.
D) motivational influence.

Question 9

Culture, family and social class are all examples of which broad influence on consumer behaviour?

A) Situational.
B) Individual.
C) Group.
D) Psychological.
E) Motivational.

Question 10

The system of knowledge, beliefs, values, rituals and artefacts by which a society or other large group defines itself is called:

A) culture.
B) long term orientation.
C) law.
D) social identity.

Question 11

Which of the following would not potentially be considered an aspect of a person's culture?

A) Clothing.
B) Food.
C) Beliefs.
D) Customs.
E) Age.

Question 12

You play as part of your local football team. For training, you choose to focus on your own goal of increasing your fitness, rather than the team goal of improved game strategy. In doing so you are displaying a culture of:

A) masculinity.
B) uncertainty avoidance.
C) independence.
D) individualism.

Question 13

Which country or countries below would score lower than Australia or New Zealand on Hofstede's 'individualism' dimension of culture?

A) India.
B) Thailand.
C) United States.
D) Both a and b.
E) None of the options listed.

Question 14

Which of these is defined as a group comprising individuals of similar social rank within the social hierarchy?

A) Social class.
B) Subculture.
C) Multiculturalism.
D) Reference group.

Question 15

On Hofstede's dimension of culture scale, which country or countries below is most likely to have the highest score for being 'individualistic'?

A) United States.
B) Australia.
C) New Zealand.
D) Malaysia.
E) United Kingdom.

Question 16

Family decision making roles are classified into four types. When a product is purchased by a husband and wife acting jointly, this is known as a(n):

A) wife-dominant decision.
B) husband-dominant decision.
C) autonomic decision.
D) syncratic decision.

Question 17

A person's socioeconomic status can be dependent upon:

A) income.
B) education.
C) occupation.
D) None of the options listed.
E) a, b and c.

Question 18

You share common attitudes, values and behaviours with a group of individuals which distinguishes the group from the broader culture in which you live. This is:

A) your long-term orientation.
B) multiculturalism.
C) a subculture.
D) a social class.

Question 19

A teenager purchases clothing that will enable her to "fit in" with the fashion style favoured by her friends. In a marketing sense, this could best be described as an example of the teenager's purchase being influenced by:

A) her social role.
B) her social status.
C) her personality.
D) her reference group.
E) her culture.

Question 20

An individual who considers themselves an 'Emo' adopts the characteristics, appearance, clothing, attitudes and music of the group. This is an example of a _____________ reference group.

A) social
B) aspirational
C) membership
D) dissociative

Question 21

Which of the following would best describe an opinion leader from a marketing perspective?

A) A person of high standing in the community.
B) A reference group member who provides relevant and influential advice.
C) A family member.
D) Media commentators who have a large audience.
E) The habits of a person from the same culture and social class as the individual.

Question 22

As an opinion leader within many of the groups you socialise with, marketers are keen for you to buy their products, believing that you will convince others to also buy their products. With regard to the diffusion of innovations theory; to which of the following groups would a marketer most prefer that you belong to?

A) Early adopter.
B) Early majority.
C) Late majority.
D) Laggard.
E) Growth.

Question 23

During the dissolution stage of the family life cycle, consumers are focused on health, security and financial independence. An example of this stage is:

A) a single person living apart from parent/s.
B) a couple without children.
C) a single surviving spouse.
D) a divorced couple.
E) none of the options listed.

Question 24

The influence of children on their parents' purchasing decisions has come to be known as:

A) pester power.
B) autonomic power.
C) syncratic power.
D) the family life cycle.
E) None of the options listed.

Question 25

Which of the following statements is correct?

A) People's individual purchasing decisions can be influenced by groups.
B) Group influences on consumer behaviour comprise social and cultural factors.
C) Social factors in consumer behaviour are the influences of other people on an individual's purchasing decisions.
D) Cultural factors in consumer behaviour are the influence of values, beliefs and customs of the person's cultural community on an individual's purchasing decisions.
E) All of the options listed.

Question 26

McDonalds often launches unique, local products on menus around the world. For example in India they have the Chicken Maharaja Mac which is the localised version of the traditional beef Big Mac. This is an example of a/an:

A) cultural influence.
B) social influence.
C) individual influence.
D) none of the options listed.
E) A and C.

Question 27

Demographic factors include:

A) age, income and personality.
B) age, gender and income.
C) lifestyle and personality.
D) internal drive to satisfy goals.

Question 28

During each university semester you find your life includes mainly study and work with the occasional party. Subsequently, you dream of a more unpredictable life full of excitement and travel. You are dreaming of your:

A) psychographic lifestyle.
B) aspirational lifestyle.
C) actual lifestyle.
D) preferred lifestyle.

Question 29

The term used to describe the individual's internal drive to act to satisfy unfulfilled needs or achieve unmet goals is known as:

A) behaviour.
B) expectation.
C) motivation.
D) drive.

Question 30

According to Maslow's hierarchy of needs, which of these lists is in the correct order from lower level needs to higher level needs?

A) Thirst, money, intimacy, success, recognition.
B) Hunger, housing, intimacy, respect, success.
C) Thirst, housing, success, intimacy, respect.
D) Hunger, intimacy, housing, respect, achievement.

Question 31

An individual is exposed to a potentially limitless array of stimuli via their senses. The tendency to actively seek out messages that are pleasant and agreeable is known as:

A) selective distortion.
B) selective exposure.
C) selective attention.
D) selective retention.

Question 32

Demographic characteristics are often the best indicators of consumer behaviour. They are also easy to measure and define. Whilst doing some market research into your customer base, the demographic characteristics you ask about include:

A) lifestyle, age, and personality.
B) age, education level, and income.
C) personality, income, and age.
D) income, age, and lifestyle.
E) None of the options listed.

Question 33

Brands like Lynx usually showcase average looking young men, as being incapable and unattractive to women when using competitor deodorants. Then, when these men use Lynx, they are suddenly attractive and swarmed by groups of appealing women. Thus, to showcase that success is achieved via the use of the brand. This is an example of:

A) motivational advertising.
B) inadequacy marketing.
C) selective attention.
D) influencer marketing.

Question 34

Personality can be defined as:

A) the set of unique psychological and behavioural characteristics of an individual.
B) the set of unique behavioural tendencies of an individual.
C) the set of unique psychological characteristics and behavioural tendencies of an individual.
D) how a person spends their time and how they interact with others.
E) None of the options listed.

Question 35

From lowest to highest, which of the following accurately describes Maslow's hierarchy of needs?

A) Safety, physiological, love/belongingness, esteem, self-actualisation.
B) Safety, physiological, esteem, love/belongingness, self-actualisation.
C) Physiological, safety, esteem, love/belongingness, self-actualisation.
D) Physiological, safety, love/belongingness, esteem, self-actualisation.
E) Physiological, safety, esteem, self-actualisation, love/belongingness.

Question 36

Marketers of medical insurance could be best categorised as responding to which of Maslow's hierarchy of needs?

A) Self-actualisation.
B) Esteem.
C) Physiological.
D) Safety.
E) None of the options listed.

Question 37

Which of the following statements is incorrect?

A) Perception is subjective.
B) Perception can be particular to an individual.
C) Perception is objective.
D) Perception can be selective.
E) None of the options listed.

Question 38

As a proud supporter of the Manchester United football team, you believe that they are the best team in the world. You have followed the team from when you were a small child and love to see them win. Which of the following statements is/are true about beliefs?

A) Beliefs may be based on knowledge, opinions or faith.
B) Beliefs may be accurate or inaccurate.
C) An attitude is an individual's relatively stable and consistent thoughts, feelings and behaviours.
D) Attitudes and beliefs are ly slow or difficult to change.
E) All of the options listed.

Question 39

Which of the following statements is correct?

A) Beliefs may be based on knowledge, opinions or faith.
B) Beliefs may be accurate or inaccurate.
C) An attitude is an individual's relatively stable and consistent thoughts, feelings and behaviours.
D) Attitudes and beliefs are ly slow or difficult to change.
E) All of the options listed.

Question 40

Which element/s of a person's attitude should a marketing campaign attempt to positively influence?

A) The cognitive component.
B) The affective component.
C) The behavioural component.
D) None of the options listed.
E) Options a, b and c.

Question 41

Which of the following statements is incorrect?

A) Classical conditioning is a cognitive learning theory.
B) Classical conditioning describes learning in which behaviour that results in a pleasant experience is likely to be repeated.
C) For classical conditioning to be effective, long term repetition of a consistent, simple message is necessary.
D) Classical conditioning is most relevant for low-involvement purchases.
E) None of the options listed statements is incorrect.

Question 42

Which of the following statements is correct?

A) Cognitive learning theories are more relevant to simple consumer problem solving situations.
B) Cognitive learning theories are more relevant to high-involvement purchasing decisions.
C) Cognitive learning theories describe learning in which behaviour that results in a pleasant experience is likely to be repeated.
D) Classical conditioning is an example of a cognitive learning theory.
E) None of the options listed.

Question 43

Which of the following could potentially be classified as a patronage motive for consumers to shop at a supermarket?

A) Location.
B) Convenience.
C) Lowest prices.
D) Social experience.
E) All of the options listed.

Question 44

The consumer decision making process is defined as the process of ________ recognition, information search, evaluation of ________, and ________ and post-purchase evaluation that are common to most consumer buying decisions.

A) need/want, options, purchase
B) problem, opinions, purchase
C) need/want, opinions, analytical
D) problem, options, post-purchase

Question 45

You go to the supermarket and buy a loaf of bread. It is the same bread that you 'always' buy and your decision is classed as low involvement. Your decision making behaviour can be defined as:

A) frequent decision making.
B) extended decision making.
C) limited decision making.
D) habitual decision making.

Question 46

Cognitive dissonance refers to:

A) the inability to make a purchase decision.
B) second thoughts about a purchase.
C) the low involvement decision making process.
D) the likelihood of a repeat customer purchase.

Question 47

At which stage of the consumer decision making process might the consumer decide not to make a purchase?

A) Purchase.
B) Evaluation of options.
C) Cognitive dissonance.
D) Information search.

Question 48

Which of the following describes the order of the stages in the typical consumer decision-making process?

A) Advertising, need/want recognition, evaluation of options, purchase, post-purchase evaluation.
B) Need/want recognition, information search, evaluation of options, purchase, post-purchase evaluation.
C) Information search, need/want recognition, evaluation of options, purchase, post-purchase evaluation.
D) Evaluation of options, need/want recognition, purchase, post-purchase evaluation.
E) Information search, evaluation of options, need/want recognition, purchase, post-purchase evaluation.

Question 49

Which of the following purchase situations would most likely be described as high involvement in terms of consumer decision-making?

A) Weekly supermarket shopping.
B) The purchase of familiar products.
C) Infrequently purchased, more expensive products.
D) Both a and b.
E) None of the options listed.

Question 50

On a continuum, which of the following would best describe potential consumer decision-making behaviour?

A) Habitual, limited, extended.
B) Limited, habitual, extended.
C) Limited, extended, habitual.
D) Habitual, extended, limited.
E) None of the options listed.

Question 51

When deciding where to go for your next holiday, you ask your Facebook friends to suggest possible destinations, relying on their 'word of mouth' feedback. In which stage of the consumer decision making process does 'word of mouth' information have the most influence?

A) Need/want recognition.
B) Information search.
C) Evaluation of options.
D) Purchase.
E) Post-purchase evaluation.

Question 52

At retailers like Cotton On, and in many supermarkets like Coles and Woolworths, there are small items placed near the checkout. These could include items such as magazines, reusable bags, water and confectionary. This is used to encourage purchasing of items that consumers may not need, or realise they need. This is an example of:

A) impulse purchasing.
B) habitual purchasing.
C) limited purchasing.
D) none of the above.

Question 53

Which of the following statements is incorrect?

A) Marketers can use means such as advertising, personal selling or product packaging in an attempt to stimulate a consumer's recognition of a need or want.
B) The consumer decision-making process ends with the consumer's purchase of the product.
C) A consumer may use external sources in their information search to solve a problem.
D) The criteria that consumers may use to evaluate a product can vary from consumer to consumer.
E) None of the above statements is incorrect.

Question 54

Which of the following statements is correct?

A) Cognitive dissonance occurs when a purchaser has second thoughts or doubts about a purchase they have made.
B) Cognitive dissonance occurs in the post-purchase evaluation stage of consumer decision-making.
C) Cognitive dissonance is more likely to occur with expensive products.
D) Cognitive dissonance is more likely to occur with high involvement products.
E) All of the options listed.

Question 55

How can a marketer attempt to reduce the likelihood of a purchaser of their product experiencing cognitive dissonance?

A) By offering bonuses or rebates to be redeemed sometime after purchase, to give the purchaser additional value.
B) By ensuring that their products, when used, will meet consumer expectations.
C) Both a and b.
D) By increasing the price of their product.
E) It is not possible for a marketer to influence the potential cognitive dissonance of a consumer.

Question 56

Compared to habitual decision-making, limited decision-making by a consumer will generally involve:

A) less frequently purchased products.
B) lower priced products.
C) less evaluation of options.
D) both a and c.
E) None of the options listed.