Deck 3: Buyer Behaviors

Question 1

The level of involvement a consumer displays during the external information search process is determined by such factors as cost and the product's importance.

Answer 1

True

Question 2

In marketing the iPhone,the first group of adaptors targeted by Apple's marketing team was the early majority.

Answer 2

False

Question 3

In terms of new product introductions,the early adopter group consists of consumers who hold average social status,and due to more limited resources,are more cautious about making purchases of new products,such as the iPhone.

Answer 3

False

Question 4

One of the major reasons for the success of the iPhone was a strong brand name based on the iPod and Apple brand.

Question 5

Involvement is the degree of ability a person holds in an external search of purchasing alternatives.

Question 6

If a consumer has sufficient information from an internal search,he or she moves on to the next step of the decision-making process,evaluating alternatives,without engaging in an external search for additional information.

Question 7

An internal search for purchasing alternatives takes place when a consumer thinks about the brands he or she is willing to consider.

Question 8

Jim has limited income and is very cautious about purchasing new products,such as the iPhone.Only when he faces strong social pressure from his friends and relatives will he make the purchase.Jim would be considered a member of the early majority group of consumers in terms of new product adoptions.

Question 9

The amount of time a consumer spends on an external search depends on four factors: ability,motivation,costs versus benefits,and brand name.

Question 10

People with a high need for cognition will gather more information and spend more time searching for information prior to a purchase than individuals with a low need for cognition.

Question 11

During the initial search for purchasing alternatives,a consumer considers all of the brands that he or she has used in the past.

Question 12

A person's ability to search and level of motivation partly determine how much time will be spent on an external search of purchasing alternatives.

Question 13

Upon recognizing a need,if a particular brand that was chosen in the past met that need and result in a positive experience,the consumer is likely to purchase the same brand again and will not engage in further search for information.

Question 14

An external search for purchasing alternatives and information may begin with dissatisfaction with the last purchase.

Question 15

The motivation to search for purchase alternatives is largely determined by the individual's age and social status.

Question 16

The need for cognition is a personality characteristic that links the drive to consider alternatives with the drive to take action quickly.

Question 17

An individual who has an extensive knowledge of a product category will likely spend more time in the external search process than someone with just a moderate level of product category knowledge.

Question 18

In terms of new product introductions,innovators are the first to adopt a new product or innovation.

Question 19

The greater the motivation,the greater the extent of external search for information in a buying decision making process.

Question 20

The first step of the consumer buying decision-making process is identification of alternatives.

Question 21

The cognitive component of an attitude is a person's mental image,understanding,and interpretation of the product.

Question 22

The cognitive component of an attitude is the part most directly connected to taking action.

Question 23

Marketing communications are considerably more effective in changing a person's attitude about a product than they are in changing a consumer's value structure.

Question 24

Consumer values are loosely held attitudes about various topics or concepts.

Question 25

The affective part of an attitude is the part most directly related to making the actual purchase.

Question 26

The evoked set in a purchase decision consists of brands that have been purchased previously.

Question 27

The higher the perceived benefit a consumer perceives from an external search for information,the more likely he or she will be to spend time searching for information.

Question 28

A person considering only Pepsi or Mountain Dew at a vending machine is employing his or her evoked set.

Question 29

From a marketing perspective it is easier to strengthen a linkage that already exists than to create a new linkage or modify a current linkage.

Question 30

Most of the time,the consumer first develops an understanding or cognitive belief about an idea or object,followed by affective feelings.

Question 31

An inept set consists of brands that are not considered because they elicit negative feelings.

Question 32

Cognitive maps explain the importance of repetition,because most marketing messages are quickly lost in short term memory.

Question 33

An inert set is a series of brands that are viewed as being negative because of past buying experiences.

Question 34

An evoked set consists of the inept set and the inert set.

Question 35

Cognitive maps are simulations of the knowledge structures and memories embedded in an individual's brain.

Question 36

Values tend to be enduring and normally form during adulthood and can change as person ages and experiences life.

Question 37

Factors that affect a person's values include the individual's personality,temperament,environment,and culture.

Question 38

A cognitive map explains how much time a person spends in external search for information based on the person's ability to search,time to search,and how much the individual likes shopping.

Question 39

Cognitive maps can be altered to incorporate situations in which a message or idea currently has no current linkages within a person's current knowledge structure.

Question 40

The cost of conducting an external search for information consists of the actual cost of the product,subjective costs associated with the search,and the opportunity cost of foregoing other activities.

Question 41

The business buying center is the group of people who make purchasing decisions on behalf of a company.

Question 42

The affect referral model of evaluating alternatives suggests that consumers tend to buy products when they are emotionally detached.

Question 43

Although consumers want healthier foods,they also want convenience and are less willing to cook from scratch.They want foods that combine health attributes with convenience.

Question 44

Women attending college,delaying marriage,and waiting to start families are characteristics of the consumer buyer behavior trend of age complexity.

Question 45

Divorcees,often called second-chancers,usually have lower household incomes and are between the ages of 40 and 59.

Question 46

One reason consumers may use the affect referral model of evaluating alternatives is that they may have already used the multiattribute approach to evaluate the alternatives for a previous purchase situation.

Question 47

Second-chancers or divorcees exhibit higher levels of cocooning and place greater emphasis on the family and the home.

Question 48

The multiattribute model of purchase evaluation is best suited for low involvement purchase decisions.

Question 49

One reason consumers use the affect referral model of evaluating alternatives is that it saves mental energy.

Question 50

The affect referral model of evaluating alternatives is used for high involvement purchase situations.

Question 51

The affect referral model of evaluating alternatives suggests that consumers will buy products they used and liked in the past.

Question 52

As a result of active,buys lifestyles,many consumers now spend less on material possessions and more on experiences such as vacations,entertainment,and dining out.

Question 53

Gender complexity and increased individualism in purchasing preferences are two new trends in the consumer buying environment.

Question 54

The consumer buying behavior trends related to busy,active lifestyles has led Levi Strauss' marketing team to personalize jeans by allowing customers to purchase them online using their own individual measurements.

Question 55

The key to understanding the multiattribute model to evaluate alternatives is being aware that consumers examine sets of product attributes across an array of brands.

Question 56

A greater emphasis on health is part of the new consumer buying environment.

Question 57

The multiattribute model of purchase evaluation suggests the consumers consider both product characteristics and the importance of those characteristics as they make purchases.

Question 58

Many people respond to stress and hectic lifestyles through exciting adventures and personal pleasure pursuits.

Question 59

Age complexity involves children growing up at a younger age as well as older Americans wanting to act and feel younger than they are.

Question 60

Spending on home purchases such as expensive sound systems,satellite television systems,swimming pools,and saunas is the result of the consumer buyer behavior trend of cocooning.

Question 61

A straight rebuy is a reorder from the same vendor.

Question 62

A modified rebuy may occur when someone in the buying center believes the current vendor should be reevaluated.

Question 63

Power relationships and personal objectives can affect business buying decisions.

Question 64

Various members of a buying center will have different degrees of cognitive involvement,depending on which role is being played.

Question 65

A decision rule often employed by organizations is satisficing,which means that when the buying center has identified the best possible solution,it is chosen and the search is complete.

Question 66

Individuals can perform more than one role in the buying center and more than one individual can be involved in any particular role.

Question 67

A new task purchase situation exists when a new,potential vendor offers a company what is perceived to be a better buy than the company is getting now from the current vendor,and members of the buying center want to reconsider the purchase decision.

Question 68

An influencer always serves as the gatekeeper in the business buying center.

Question 69

Most buying center members are able to avoid personality factors from affecting decisions by using decision rules called heuristics.

Question 70

The gatekeeper is the individual in the business buying center who makes the eventual purchasing decision.

Question 71

The behaviors of each member of the buying center are influenced by both organizational and individual factors.

Question 72

Individuals who are extroverted tend to become more involved in the b-to-b buying process than introverts.

Question 73

When a particular purchase decision directly affects an employee,that person may try to gain more power in the buying process.

Question 74

In the business buying center,buyers are given formal responsibility for making the purchase while deciders are the individuals who authorize those decisions.

Question 75

Heuristics that are used in purchase decision-making are created by company goals,budgets,and other organizational factors.

Question 76

Organizational factors that impact individuals in the buying center include the company's goals,its operating environment,and personalities of the buying center members.

Question 77

The straight rebuy is normally a routine process involving only a few members of the buying center and may even be done electronically with little human involvement.

Question 78

Individuals within the buying center who shape the purchasing decision by providing information or criteria that should be used in evaluating alternatives are called influencers.

Question 79

If bids are taken at the end of each year's contractual agreement with a company's vendors,then each time the company engages in this activity,it is considered a straight rebuy purchase.

Question 80

Roles within the buying center are socially constructed,which means people define how they intend to play roles as part of the negotiation process with others nearby.