Deck 3: Buyer Behaviors

Question 1

An external search for purchase information occurs when:

A)the consumer is uncertain about which brand to purchase.
B)the internal search has been successful.
C)the evaluation of alternatives has been completed.
D)a purchase has been finalized and the buyer is looking for reassurance.

Answer 1

A

Question 2

Which is the mental position a person takes about a topic, person, or event?

A)Value
B)Attitude
C)Level of involvement
D)Cognition

Answer 2

B

Question 3

During the internal search process for product information, a key objective for creatives and brand managers is to:

A)have information readily available to consumers.
B)make sure the company's brand is part of the consumer's inert set.
C)have the brand in the person's cognitive map.
D)make sure the company's brand is part of the consumer's set of potential alternatives.

Answer 3

D

Question 4

The individual that is most likely to spend the greatest amount of time in an external search for information is the consumer who has:

A)a low level of knowledge about the product category.
B)an extensive knowledge of the product category.
C)some knowledge of the product category, but not enough to make an intelligent decision.
D)a low educational level.

Question 5

When Maya decides she needs some new clothes, she will spend considerable time comparing the various brands and will often go to several retail stores. Maya has a:

A)low need for cognition.
B)high need for cognition.
C)low level of shopping enthusiasm.
D)high level of shopping enthusiasm.

Question 6

The first step in the consumer decision-making process is:

A)evaluation of alternatives.
B)information search.
C)problem recognition.
D)internal search.

Question 7

During the external information search process, consumers with high levels of involvement tend to spend:

A)more time searching for external information.
B)less time searching for external information.
C)greater emotional energy studying external and internal information.
D)more time shopping in retail stores.

Question 8

The individual that has the greatest ability to conduct an external search for information is the consumer who has:

A)a low level of knowledge about the product category.
B)an extensive knowledge of the product category.
C)some knowledge of the product category, but not enough to make an intelligent decision.
D)a low educational level.

Question 9

An internal information search for product information occurs when:

A)a consumer experiences uneasiness.
B)a consumer thinks about brands he/she is willing to consider.
C)the consumer buying process is nearly complete.
D)advertisements are being ignored.

Question 10

In an external information search process, the extent to which a stimulus or task is relevant to a consumer's existing need determines the:

A)ability to search.
B)need for cognition.
C)search methods.
D)level of involvement.

Question 11

A person's educational level combined with specific knowledge about a product category determines the:

A)ability to search.
B)desire to search.
C)need for cognition.
D)involvement level.

Question 12

When a person does an internal search for product information and already has sufficient information, the next step of the purchase decision process will be to:

A)search for additional information.
B)make the purchase decision.
C)evaluate the alternatives.
D)identify the need or problem the choice will meet.

Question 13

Juan has a high school education and knows very little about digital cameras. Juan will most likely:

A)conduct only an internal search.
B)refer the decision to someone else.
C)not engage in an extensive external search for more information.
D)engage in an extensive external search for information.

Question 14

The perceived cost of a purchase decision includes each of the following except:

A)the actual price or cost of the product.
B)the subjective costs associated with the search.
C)the economic conditions of the area.
D)the opportunity costs of foregoing other activities to make the search.

Question 15

During a search for purchase information, which factor increases the probability that a brand will be selected?

A)Brand parity
B)Brand equity
C)Product viability
D)Brand ambiguity

Question 16

In an external search for information in a purchase decision, the need for cognition is:

A)the extent to which a stimulus or task is relevant to a consumer's existing needs, wants, or values.
B)a personality characteristic in which individuals engage in and enjoy mental activities.
C)the mental position a person takes on a topic, person, or event that influences the holder's feelings, perceptions, learning processes, and subsequent behaviors.
D)simulations of the knowledge structure embedded in an individual's brain.

Question 17

In an external search for information in a purchasing decision, involvement is:

A)the extent to which a stimulus or task is relevant to a consumer's existing needs, wants, or values.
B)a personality characteristic an individual displays when he or she engages in and enjoys mental activities.
C)the mental position a person takes on a topic, person, or event that influences the holder's feelings, perceptions, learning processes, and subsequent behaviors.
D)a simulation of the knowledge structure embedded in an individual's brain.

Question 18

The two components of the consumer decision-making process that are most critical to developing an integrated marketing communications program are:

A)problem recognition and information search.
B)information search and evaluation of alternatives.
C)evaluation of alternatives and purchase decision.
D)problem recognition and evaluation of alternatives.

Question 19

After watching an advertisement for Wrangler jeans, Denise decides she would like to buy a new pair. This is an example of which step of the consumer decision-making process?

A)Purchase decision
B)Postpurchase evaluation
C)Evaluation of alternatives
D)Recognition of a need

Question 20

Individuals who engage in and enjoy mental activities have a:

A)low need for cognition.
B)high need for cognition.
C)low level of shopping enthusiasm.
D)high level of shopping enthusiasm.

Question 21

Consumers experience a need or want when a gap exists between an individual's current state and desired state.

Question 22

When an individual considers all the ideas that come to mind when the name of a product, such as Subway, is mentioned, which best explains the thinking?

A)Maps of attitudes
B)Value models
C)A cognitive map
D)Affect referral

Question 23

Kylie believes St. Francis Hospital has the best imaging technology in the region and will, therefore, offer excellent care for her son. This reflects which part of an attitude?

A)Affective
B)Cognitive
C)Conative
D)Value

Question 24

Which component of an attitude displays the individual's intentions, actions, or behavior?

A)Affective
B)Cognitive
C)Conative
D)Rational

Question 25

Which component of an attitude refers to a person's mental images, understanding, and interpretation of a product?

A)Affective
B)Cognitive
C)Conative
D)Rational

Question 26

If an advertisement by Pampers is designed to appeal to a person's emotions first, the ad addresses which component of an attitude?

A)Affective
B)Cognitive
C)Conative
D)Value

Question 27

An external search for purchasing alternative products or services takes place when a consumer thinks about the brands he or she is willing to consider.

Question 28

In terms of attitude formation, the most common sequence is:

A)affective → conative → cognitive.
B)conative → cognitive → affective.
C)conative → affective → cognitive.
D)cognitive → affective → conative.

Question 29

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

Question 30

The cognitive component of an attitude:

A)contains the feelings or emotions a person has about an object, person, or idea.
B)refers to a person's mental images, understanding, and interpretations of an object, person, or idea.
C)is an individual's intentions, actions, or behavior.
D)is the mental picture a person has of an object, person, or idea.

Question 31

The first step in the buying decision-making process is an internal search for information.

Question 32

A low-price, low-involvement purchase is likely to begin with which component of an attitude?

A)Affective
B)Cognitive
C)Conative
D)Value

Question 33

Which component of an attitude contains the feelings or emotions a person has about a product?

A)Affective
B)Cognitive
C)Conative
D)Rational

Question 34

A simulation of the knowledge structures embedded in an individual's brain is called a(n):

A)value.
B)mental image.
C)cognitive map.
D)component of an attitude.

Question 35

Upon recognizing a need, if a consumer selected 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 36

In terms of cognitive mapping, if most consumers have not considered Sunkist lemons as a substitute for salt, then an advertisement that conveys such a message to consumers is attempting to:

A)strengthen a linkage that already exists.
B)modify a current linkage.
C)create a new linkage.
D)create a new layer.

Question 37

If Brayden is swayed by an ad that incites fear of his home being burglarized, he is being influenced by which component of an attitude?

A)Affective
B)Cognitive
C)Conative
D)Value

Question 38

An impulse buy probably means that the consumer acted on which component of an attitude?

A)Affective
B)Cognitive
C)Conative
D)Value

Question 39

Strongly held beliefs about various topics or concepts are:

A)attitudes.
B)cognitive maps.
C)values.
D)mental images.

Question 40

The conative component of an attitude:

A)contains the feelings or emotions a person has about an object, person, or idea.
B)refers to a person's mental images, understanding, and interpretations of an object, person, or idea.
C)is an individual's intentions, actions, or behavior.
D)is the mental picture a person has of an object, person, or idea.

Question 41

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

Question 42

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.

Question 43

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

Question 44

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

Question 45

The cognitive component of an attitude involves a purchase or some other type of activity.

Question 46

Values tend to be enduring and normally form during adulthood, but can be changed by a persuasive advertisement.

Question 47

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

Question 48

In the purchase process, an external search for information may begin due to dissatisfaction with the last purchase a consumer made.

Question 49

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

Question 50

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 51

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

Question 52

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

Question 53

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 54

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 55

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 56

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

Question 57

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

Question 58

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

Question 59

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

Question 60

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

Question 61

Derek eliminated New Balance shoes because he doesn't know anything about them. Derek used which type of evaluation process to make this decision?

A)Evoked set method
B)Multiattribute
C)Affect referral
D)Attitude formation

Question 62

Cognitive maps can be altered to incorporate new information not currently within a person's knowledge structure.

Question 63

A consumer's level of motivation in making an external search depends on three factors. What are they?

Question 64

The inept set is the set of brands:

A)that are part of a person's memory, but not considered because they elicit negative feelings.
B)the consumer has awareness of, but has neither negative or positive feelings toward.
C)that a person would consider as feasible solutions to meet a need.
D)that are viewed by a consumer as being approximately equal in terms of quality.

Question 65

Name the steps of the consumer buying decision-making process.

Question 66

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

Question 67

From a marketing perspective, it is harder 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 68

An attitude consists of three components. Name and describe each component.

Question 69

Using the multiattribute approach, an individual considers:

A)beliefs about product attributes and the importance of those attributes.
B)layers, levels, and linkages of the cognitive map.
C)cognitive, conative, and affective reactions to the product.
D)the evoked, inert, and inept sets of brands.

Question 70

The inert set is the set of brands:

A)that are part of a person's memory, but not considered because they elicit negative feelings.
B)the consumer has awareness of, but has neither negative or positive feelings toward.
C)that a person would consider as feasible solutions to meet a need.
D)that are viewed by a consumer as being approximately equal in terms of quality.

Question 71

The set of brands a person will not consider due to negative feelings is part of which set?

A)Inept
B)Inert
C)Negative
D)Evoked

Question 72

While selecting a restaurant, Donna thought about all of her favorite places and finally chose Red Lobster because she loves their food. In making this decision, Donna used which method to evaluate the possible choices?

A)Evoked set method
B)Multiattribute
C)Affect referral
D)Attitude formation

Question 73

The amount of time a consumer spends on an external information search depends on three factors. What are they?

Question 74

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

Question 75

The set of brands a consumer knows about but has neither positive nor negative feelings for is part of which set?

A)Inept
B)Inert
C)Cognitive
D)Evoked

Question 76

An evoked set does not contain brands:

A)a person considers.
B)linked to a positive experience.
C)which have been previously purchased.
D)the consumer knows little about.

Question 77

Which two steps of the consumer buying decision-making process are most important to marketers seeking to created integrated campaign messages?

Question 78

An evoked set is the set of brands that:

A)are part of a person's memory, but not considered because they elicit negative feelings.
B)the consumer has awareness of, but has neither negative or positive feelings toward.
C)a person would consider as potential solutions to meet a need or want.
D)are viewed by a consumer as being approximately equal in terms of quality.

Question 79

Didi carefully considers price, sound quality, and the size of a new stereo system. The sound quality is the most important factor, followed by the price. Didi is using the which evaluation model?

A)Cognitive map
B)Evoked set
C)Multiattribute
D)Affect referral

Question 80

Which model of evaluation of alternatives suggests that consumers buy brands they like best or connect with emotionally?

A)Cognitive mapping
B)Multiattribute
C)Affect referral
D)Evoked-set