Deck 3: Buyer Behaviors

Question 1

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

Answer 1

False

Question 2

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

Answer 2

True

Question 3

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

Answer 3

False

Question 4

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 5

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 6

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

Question 7

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

Question 8

In the purchase process, an external search for information may begin with dissatisfaction with the last purchase.

Question 9

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

Question 10

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

Question 11

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

Question 12

Upon recognizing a need, if a consumer chose a given brand in the past that resulted in a positive experience, the consumer will likely purchase the same brand and not engage in an information search.

Question 13

A major reason the Chipotle Mexican Grill was successful was its relatively simple menu.

Question 14

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

Question 15

An individual's age and social status largely determine the motivation to search for purchase alternatives.

Question 16

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

Question 17

The original concept behind the Chipotle Mexican Grill was to serve gourmet Mexican dishes using chipotle ingredients in a fast food type restaurant.

Question 18

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 19

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 20

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.

Question 21

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

Question 22

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 in an individual's cognitive map.

Question 23

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

Question 24

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

Question 25

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

Question 26

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 27

The multiattribute model of evaluating alternatives suggests that consumers consider both product characteristics and the importance of those characteristics as they make purchase decisions.

Question 28

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

Question 29

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 30

The affect referral model of evaluating alternatives best fits with high involvement purchase situations.

Question 31

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

Question 32

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

Question 33

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

Question 34

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

Question 35

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 36

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

Question 37

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

Question 38

A person who considers only Pepsi or Mountain Dew when purchasing a soft drink employs his or her evoked set in evaluating purchase alternatives.

Question 39

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 40

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

Question 41

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 42

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

Question 43

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

Question 44

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 45

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

Question 46

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

Question 47

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 48

If an individual is directly affected by a purchase decision, then he/she will strive to gain more power in the business-to-business buying process.

Question 49

The consumer buying behavior trends related to busy, active lifestyles has led the Nike marketing team to personalize shoes by allowing customers to purchase them online and to design the style and look each person wants.

Question 50

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

Question 51

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

Question 52

Roles within the buying center are socially constructed, which means people define how they will act in the business-to-business purchase process and how they will interact with others.

Question 53

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

Question 54

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

Question 55

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

Question 56

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

Question 57

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 58

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

Question 59

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

Question 60

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 61

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 62

In the modified rebuy situation, once a need has been recognized buyers will skip intervening steps in the business-to-business buying process and go directly to making a purchase.

Question 63

A new task purchase is the easiest, because new specifications will be developed.

Question 64

The goal of the vendor audit is to evaluate potential suppliers in terms of cost and quality of merchandise.

Question 65

Selling to both consumers and businesses is known as dual-channel marketing.

Question 66

Risk avoidance leads buyers to stay with the current vendor rather than switching.

Question 67

In new task purchasing situations, members of the buying center tend to go through all of the steps of the business-to-business buying process.

Question 68

In the new task purchase situation, potential vendors are often involved in helping the buyer develop clear specifications of what is needed.

Question 69

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

Question 70

Derived demand is based on, linked to, or generated by the production of raw materials within a country.

Question 71

A straight rebuy is a reorder from the same vendor.

Question 72

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 73

Johnson Instrument Company is looking at various vendors to supply electrical materials involved in building their instruments. The first step in evaluating the vendors would be to conduct a vendor audit.

Question 74

Vendor evaluation consists of an initial screening of proposals then a vendor audit of those who pass the initial screening.

Question 75

In modified rebuy and in straight rebuy situations, one or more steps of the business-to-business buying process may be eliminated.

Question 76

Typically, the new task purchase would involve the most members of the buying center and take the longest amount of time to complete.

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

Purchase terms following the selection of a vendor are often only a formality because in most cases the agreement has been worked out during the selection process.

Question 79

When selection criteria are used in the vendor selection decision, the most common criteria includes quality delivery, performance history, warranties, facilities and capacity, geographic location, and technical capability.

Question 80

In dual-channel marketing, if the benefits sought from a product differ between the consumer and business-to-business markets, the best marketing strategy is to create separate communication messages.