Deck 6: Consumer Decision Making

Question 1

A belief is a learned tendency to respond consistently toward a given object.

Answer 1

False

Question 2

Consumers can be influenced by reference groups only if they belong to those groups.

Answer 2

False

Question 3

Psychological influences on consumer buying decisions can be affected by a person's environment because they are applied on specific occasions.

Answer 3

True

Question 4

In the context of individual influences on consumer buying decisions,personal characteristics are generally stable over the course of one's life.

Question 5

A subculture is a homogeneous group of people who renounce the values of an overall culture.

Question 6

Consumers' product preferences remain stagnant irrespective of their age and place in the family life cycle.

Question 7

It is possible to observe the learning process directly.

Question 8

If a good or service is not succeeding,merely reinforcing positive attitudes toward the good or service will help it meet its profit goals.

Question 9

Interest in organized labor is one of the most common attributes among the working class.

Question 10

Involvement is the amount of time and effort a buyer invests in the search,evaluation,and decision processes of consumer behavior.

Question 11

Marketers often try to create opinion leaders as it is rare to find an opinion leader who spans multiple diverse domains.

Question 12

The study of consumer behavior excludes factors that influence purchase decisions and product use.

Question 13

Marketing managers need to understand the desires of consumers in order to create a proper marketing mix for a well-defined market.

Question 14

Households with older children generally spend more on food,entertainment,personal care products,and education.This most likely reflects the influence of which of the following on purchase decisions?

A)Gender
B)Opinion leaders
C)Age
D)Reference groups

Question 15

Marketing strategies for a product remain the same irrespective of the level of involvement associated with the product.

Question 16

Social influences on consumer buying decisions are most likely to help in:

A)reducing a feeling of uncertainty among consumers.
B)making impulse purchase decisions.
C)recognizing one's feelings and formulating opinions.
D)shaping human behavior as they are transmitted from one generation to the next.

Question 17

Personality refers to how consumers perceive themselves in terms of attitudes,perceptions,and beliefs.

Question 18

Maslow's hierarchy of needs is a popular theory about the motives that drive people's particular needs at particular times.

Question 19

Which of the following is a similarity between the psychological factors motivation and learning?

A)They can be explained by Maslow's hierarchy of needs.
B)They are social factors that have an impact on the consumer decision-making process.
C)They can be affected by a person's environment because they are applied on specific occasions.
D)They are influenced by personal characteristics,such as gender and age.

Question 20

The product preferences of Hispanics in the United States may be similar to the overall culture,but the community may have its own values and beliefs which may differ.This may result in considerable variation in how and where these people buy goods and services.Which of the following is most likely the reason for such variations?

A)Consumer involvement
B)Cultural differences
C)Cognitive dissonance
D)Gender demographics

Question 21

Denthrill Inc. ,a company that manufactures toothpaste,conducts a survey to find out the most important factor that consumers look for while buying toothpaste.Through the survey,it is found that consumers are most particular about the flavor of the toothpaste.Taking this into consideration,Denthrill Inc.introduces a variety of flavored toothpaste in the market.Which of the following has the company used to satisfy its target market?

A)Consumer behavior
B)International marketing
C)Economic factors
D)Global adaptation

Question 22

Melina sees herself as a trendsetter in fashion amid her friends and family.Though she dresses in a subtle manner to work,she tries to set a trend portraying herself as a fashionista.In this case,Melina is trying to project her _____.

A)real self-image
B)personality
C)ideal self-image
D)social class

Question 23

Which of the following is referred to as a unit of input affecting one or more of the five senses,namely,sight,smell,taste,touch,and hearing?

A)Desire
B)Need
C)Stimulus
D)Want

Question 24

A few years ago,Jenny Inc.introduced a small,lightweight snow removing machine in the market called the Snow Pup.Even though the product worked well,sales failed to meet expectations because consumers perceived the name to mean that the Snow Pup was a toy or too light to do any serious snow removal.In this scenario,which of the following explains the perception of consumers?

A)Selective distortion
B)Stimulus discrimination
C)Cognitive dissonance
D)Confirmation bias

Question 25

Which of the following is a psychological factor that impacts consumer buying decisions?

A)Social class
B)Learning
C)Personality
D)Lifestyle

Question 26

How are consumers influenced by reference groups?

A)Many consumers provide reference groups with opinions on new products and services.
B)Consumers are prohibited from dissociating themselves from reference groups.
C)Consumers use the same criteria as their reference groups to make their own consumer decisions.
D)Once consumers are associated with a reference group,they do not associate themselves with a secondary group.

Question 27

In the context of individual influences on consumer buying decisions,which of the following is a similarity between personality and gender?

A)They are personal characteristics that are unique to each individual.
B)They are tools that consumers use to recognize their feelings and beliefs.
C)They are generally varied over the course of one's life.
D)They exert the broadest and deepest influence on consumer buying decisions.

Question 28

During an external information search,a consumer is most likely to enlarge his search and consider more alternative brands when:

A)he has a great deal of prior experience while shopping for the product or service.
B)the perceived risk of the product or service to be purchased increases.
C)he is confident of making a purchase decision with the information at hand.
D)the product or service to be bought is a frequently purchased,low-cost item.

Question 29

Which of the following is most likely an example of routine response behavior?

A)The purchase of a cruise vacation
B)A homeowner's purchase of a new grill for $600
C)The first-time purchase of a copy machine
D)The purchase of groceries

Question 30

Which of the following is a social factor that can influence consumer buying decisions?

A)A social class
B)Gender
C)A reference group
D)Perception

Question 31

Which of the following is an effect of social influences on consumer buying decisions?

A)Consumers base decision making on the values and beliefs of their culture.
B)Consumers rely on personal experience to make a buying decision.
C)Consumers seek out the opinions of others for decision making.
D)Consumers make decisions based on their ideal self-image.

Question 32

Which of the following statements about culture as an influence on consumer buying behavior is true?

A)It prescribes acceptable behavior,which is rarely based on human interactions.
B)It is inherent as people are born with an awareness of the values and norms of their culture.
C)It encompasses all the things that consumers do without conscious choice.
D)It does not adapt to changing consumer needs and an evolving environment.

Question 33

Saraz,a leading brand of apparels,extends its presence to several parts of the United States.Upon research,the marketing managers identify that people belonging to music-based groups have subtle differences in their preferences when compared to the overall culture.The company adds variety to its product line to attract these diverse groups.In this case,the music-based group can be referred as a__________.

Question 34

Which of the following strategies is a marketing manager most likely to follow to increase sales of a high-involvement product?

A)Create an advertisement that gives consumers all the necessary information to make a purchase decision
B)Focus on the package design of products so that the products will be eye-catching and easily recognized on the shelf
C)Link a product to a higher-involvement issue to create positive publicity
D)Give coupons,cents-off deals,and two-for-one offers

Question 35

Sam's car was badly damaged after it accidentally caught fire.When he finds out that it cannot be repaired,he realizes that he has to buy a new car.Which stage of the consumer decision-making process does this represent?

A)Information search
B)Postpurchase behavior
C)Evaluation of alternatives
D)Need recognition

Question 36

Social class as a marketing tool:

A)indicates which medium to use for promotion.
B)is solely a measure of income level and education.
C)offers few insights concerning consumer behavior.
D)has demonstrated that all classes of consumers shop in the same stores.

Question 37

A person who believes that it is critical for marketing managers to have a thorough knowledge of consumer behavior is likely to agree that:

A)consumers' product and service preferences are constant and unchanging.
B)a proper marketing mix for a market can be achieved by understanding consumers' desires.
C)consumer decision making always occurs in a step-by-step sequence.
D)the level of consumer involvement while buying a product has little impact on the final purchase decision.

Question 38

Raj and Ben are best friends.Raj regularly participates in marathons and is part of the marathon runners club at his university.Ben also wants to be part of the club but is not a very strong runner.Ben decides to start running every day so that he can soon participate in a marathon and become part of the club.Given this information,marathon runners act as which type of reference group for Ben?

A)A secondary reference group
B)A primary reference group
C)An aspirational reference group
D)A nonaspirational reference group

Question 39

Which of the following is a personal characteristic that influences an individual's buying decisions?

A)Lifestyle
B)Culture
C)Motivation
D)Learning

Question 40

Which of the following is a personal characteristic that is unique to each individual and is generally stable over the course of one's life?

A)Subculture
B)Culture
C)Personality
D)Motivation

Question 41

__________risks occur when consumers feel that making the wrong decision might cause some concern or anxiety.

Question 42

In__________,consumers spend only a moderate amount of time and effort in gathering information about a product and in considering various alternatives.

Question 43

Monique prefers to do her grocery shopping once a month because her mother also shops only once a month.One of the reasons Monique is such an efficient shopper is that,like her mother,Monique believes,"Waste not,want not." This passing down of norms and values to Monique is most likely an example of__________.

Question 44

Andrea booked a trip to an exotic island as a gift to her husband,Bill,for their tenth wedding anniversary.Andrea is anxious because she is afraid Bill will not like her choice of location.She is also worried as she spent too much money for the trip.In this scenario,Andrea is experiencing__________.

Question 45

A(n)__________is an organized pattern of knowledge that an individual holds as true about his or her world.

Question 46

__________refers to how an individual actually perceives himself or herself.

Question 47

__________is the most complex type of consumer buying decision and is associated with high involvement on the part of the consumer.

Question 48

Ramelson Inc.features photographs of celebrities wearing Ramelson clothes and shoes on its Web site.The company uses these celebrities to promote its products as it believes that celebrities can influence customers' buying decisions.These celebrities serve as__________.

Question 49

__________is an orderly series of stages in which consumers' attitudes and behavioral tendencies evolve through maturity,experience,and changing income and status.

Question 50

Becky wants to buy a new cell phone.She asks her tech-savvy friends to recommend a good phone that is light in weight and easy to use.In this scenario,Becky is obtaining information using a(n)__________information source.

Question 51

Members of a family who suggest or plant the seed for the purchase process are called__________.

Question 52

Marketing managers often use in-store promotions to stimulate the sales of products for which consumers may not recognize their wants until they are in a store.Such products can be categorized as__________products.

Question 53

When Avril wanted to purchase a birthday card for her husband,she went to three stores and spent two hours reading over 100 cards before selecting the perfect one.This card,which costs $3.25,is properly designated as a high-involvement product because of__________involvement.

Question 54

__________is a process whereby a consumer notices certain stimuli and ignores others.

Question 55

Target markets are sometimes defined on bases such as young singles,young married couples with children,and middle-aged married couples without children.Such target markets are most likely defined in terms of__________.

Question 56

By sending postpurchase letters and giving guarantees on products,marketing managers can help reduce__________.

Question 57

Describe the term personality.

Question 58

How does marketing strategy vary according to the level of involvement associated with a product?

Question 59

Products that appeal to mothers have evolved since mothers are no longer homogenous like before.Instead,there are traditional,blended,and nontraditional moms.This most likely reflects a change in their__________.

Question 60

__________is the set of values,norms,attitudes,and other meaningful symbols that shape human behavior and is transmitted from one generation to the next.

Question 61

Explain how cultural influences affect consumers.

Question 62

Andrea booked a trip to an exotic island as a gift to her husband,Bill,for their tenth wedding anniversary.Andrea is anxious because she is afraid Bill will not like her choice of location.She is also worried as she spent too much money for the trip.In this scenario,Andrea is experiencing _____.​

A)selective dissatisfaction
B)​temporal distortion
C)​perceptual disharmony
D)cognitive dissonance

Question 63

By sending postpurchase letters and giving guarantees on products,marketing managers can help reduce _____.​

A)cognitive dissonance
B)​consumer involvement
C)​planned purchases
D)need recognition

Question 64

_____ risks occur when consumers feel that making the wrong decision might cause some concern or anxiety.​

A)Physiological
B)​Financial
C)​Social
D)Psychological

Question 65

Members of a family who suggest or plant the seed for the purchase process are called _____.​

A)influencers
B)​purchasers
C)​consumers
D)initiators

Question 66

Ramelson Inc.features photographs of celebrities wearing Ramelson clothes and shoes on its Web site.The company uses these celebrities to promote its products as it believes that celebrities can influence customers' buying decisions.These celebrities serve as _____.​

A)opinion leaders
B)​aspirational reference groups
C)​nonaspirational reference groups
D)decision makers

Question 67

When Avril wanted to purchase a birthday card for her husband,she went to three stores and spent two hours reading over 100 cards before selecting the perfect one.This card,which costs $3.25,is properly designated as a high-involvement product because of _____ involvement.​

A)product
B)​situational
C)​shopping
D)enduring

Question 68

_____ is the set of values,norms,attitudes,and other meaningful symbols that shape human behavior and is transmitted from one generation to the next.​

A)Influence​
B)​Consumerism
C)​Lifestyle
D)Culture

Question 69

Marketing managers often use in-store promotions to stimulate the sales of products for which consumers may not recognize their wants until they are in a store.Such products can be categorized as _____ products.​

A)industrial​
B)​low-involvement
C)​technical
D)high-priced

Question 70

Explain with an example how one would go about changing beliefs about a brand's attributes.

Question 71

Explain Maslow's hierarchy of needs.

Question 72

Becky wants to buy a new cell phone.She asks her tech-savvy friends to recommend a good phone that is light in weight and easy to use.In this scenario,Becky is obtaining information using a(n)_____ information source.​

A)unbiased
B)​internal
C)​nonmarketing-controlled
D)marketing-controlled

Question 73

Monique prefers to do her grocery shopping once a month because her mother also shops only once a month.One of the reasons Monique is such an efficient shopper is that,like her mother,Monique believes,"Waste not,want not." This passing down of norms and values to Monique is most likely an example of _____.​

A)consumerism
B)​the socialization process
C)​the decision-making process
D)cognitive dissonance

Question 74

Saraz,a leading brand of apparels,extends its presence to several parts of the United States.Upon research,the marketing managers identify that people belonging to music-based groups have subtle differences in their preferences when compared to the overall culture.The company adds variety to its product line to attract these diverse groups.In this case,the music-based group can be referred as a _____.​

A)subculture
B)​social class
C)​popular culture
D)reference group

Question 75

In _____,consumers spend only a moderate amount of time and effort in gathering information about a product and in considering various alternatives.​

A)postpurchase evaluation
B)​routine response behavior
C)​limited decision making
D)low-involvement product purchases

Question 76

_____ is the most complex type of consumer buying decision and is associated with high involvement on the part of the consumer.​

A)Limited decision making
B)​Routine response behavior
C)​Extensive decision making
D)Postpurchase evaluation

Question 77

_____ is an orderly series of stages in which consumers' attitudes and behavioral tendencies evolve through maturity,experience,and changing income and status.​

A)Socialization
B)​Maslow's hierarchy
C)​The family life cycle
D)Showrooming

Question 78

_____ refers to how an individual actually perceives himself or herself.​

A)Self-esteem​
B)​Self-actualization
C)​Ideal self-image
D)Real self-image

Question 79

How does gender have an influence on a person's buying decisions? Give an example.

Question 80

Target markets are sometimes defined on bases such as young singles,young married couples with children,and middle-aged married couples without children.Such target markets are most likely defined in terms of _____.​

A)the family life cycle​
B)​gender demographics
C)​cultural differences
D)the socialization process​