Deck 6: Consumer Behavior

Question 1

After purchasing an expensive pair of shoes, you may question whether the shoes are any better than the less expensive shoes you could have purchased instead. This is an example of postpurchase cognitive dissonance.

Answer 1

True

Question 2

The greater the difference between a consumer's unsatisfied need and the desired state, the greater the need recognition will be.

Answer 2

True

Question 3

Brenda wants a new car that will be dependable transportation and look good. She wants to satisfy both functional and psychological needs.

Answer 3

True

Question 4

Another name for physiological risk is safety risk.

Question 5

Situational factors sometimes override psychological and social factors in the consumer decision process.

Question 6

A reference group may have direct or indirect influence on your attitude toward a particular clothing store.

Question 7

The consumer decision process begins with a comparison of available alternatives.

Question 8

Pam didn't go see the movie Gravity because her friends all said she wouldn't be able to handle it. When she found out how good it was, she blamed her friends. Pam is demonstrating an internal locus of control.

Question 9

Customers are more likely to talk about service that exceeded their expectation than about service that did not meet their expectation.

Question 10

Maslow's hierarchy of needs is an interesting concept for psychology, but it has little relevance for marketing.

Question 11

Consumers involved in habitual decision making engage in little conscious decision making.

Question 12

When Glen is thirsty, he always buys a Coke. Like many consumers, Glen engages in considerable alternative evaluation when buying habitual products like his Coke.

Question 13

Mary will not consider purchasing an American car brand based on negative comments made by her parents; therefore, she has developed a negative attitude toward "American" brand cars.

Question 14

Setting high customer expectations is a good strategy that will help to avoid customer dissatisfaction in the long run.

Question 15

One benefit of having satisfied customers is that they may spread positive word of mouth.

Question 16

When making an important purchase, consumers often consult friends and family. This is considered an external search for information.

Question 17

Frazier is out of milk and bread and needs to decide what is for dinner. He will be stopping at the grocery store on the way home. Frazier will likely engage in limited problem solving.

Question 18

Generally, people buy one product or service instead of another because they perceive it to be a better value.

Question 19

As manager of a local donut shop, Arnie greets his regular customers by name and often begins making their order when he sees them drive into the parking lot. Arnie knows habitual purchasers with strong store loyalty are great customers.

Question 20

Rachael is visiting colleges before applying to schools. Rachael is likely to be involved in an impulse buying process.

Question 21

Marketers should not encourage customer feedback because it can lead to negative word of mouth.

Question 22

When Hakim asked Marta where she wanted to go for lunch, she said Chili's because she went there at least once a week and always liked it. Marta conducted an internal search for information.

Question 23

Generally, people buy one product or service instead of another because they

A) want to get the lowest price possible.
B) perceive it to be the better value for them.
C) prefer to avoid doing extended problem solving.
D) have conducted a thorough internal search for information.
E) are unaware of key determinant attributes.

Question 24

Laura has a nearly new economy car, but she wants a Ford Mustang because she thinks it would be exciting to own one. If she decides to purchase a sports car such as the Mustang, she will be primarily fulfilling a __________ need.

A) functional
B) postpurchase
C) safety
D) psychological
E) functional and psychological

Question 25

Vladimir decided not to purchase the iPod shuffle because he didn't think it would hold all of his songs. Vladimir was using his assessment of the iPod shuffle's financial risk in making his decision.

Question 26

When Kelly began searching for a new car to replace her old, rusty one, she probably relied on __________ sources of information.

A) interpersonal and sensual
B) compensatory and noncompensatory
C) ritual and spiritual
D) psychological and functional
E) internal and external

Question 27

Determinant attributes are product or service features that are important to the buyer and on which competing brands or stores are perceived to differ.

Question 28

The consumer decision process model represents

A) the concept of habitual decision making.
B) the retrieval of an evoked set based on physiological needs.
C) the steps that consumers go through before, during, and after making purchases.
D) the shift from an internal to an external locus of control.
E) the types of decisions all consumers must make.

Question 29

When Brandon decided he needed a new car, he immediately called his old college roommate, who owns a BMW dealership, to ask questions about options and financing. Brandon was searching for information from

A) an external source.
B) an internal locus of control.
C) a reference source.
D) an internal source.
E) a situational factor group.

Question 30

Upscale men's and women's clothing stores like Nordstrom's, Neiman-Marcus, or Saks Fifth Avenue are more likely to appeal to consumers' __________ needs.

A) functional
B) postpurchase
C) safety
D) psychological
E) situational

Question 31

When the floor rusted through on her old car, Kelly knew she had a problem. Logically, Kelly's next step in the consumer decision process would be to

A) identify her need.
B) search for information about cars.
C) evaluate alternatives.
D) purchase a new car.
E) assess her satisfaction with the car she purchased.

Question 32

A key to successful marketing is determining how to meet the correct balance of __________ needs that best appeals to the firm's target markets.

A) functional and social
B) postpurchase and prepurchase
C) safety and situational
D) psychological and physiological
E) functional and psychological

Question 33

Marketers often use principles and theories from sociology and psychology to better understand consumers' actions and to

A) develop basic strategies for dealing with their behavior.
B) contribute to the theoretical knowledge in those disciplines.
C) avoid cultural reference group problems.
D) maximize postpurchase cognitive dissonance.
E) satisfy ritual consumption needs while avoiding overconsumption.

Question 34

The greater the discrepancy between a consumer's __________, the greater the consumer's need recognition will be.

A) financial risk and performance risk
B) search for alternatives and alternatives found
C) needy state and desired state
D) universal set and evoked set
E) external and internal information search

Question 35

Jason usually buys Nike shoes, so when his friend asked him what shoes he should buy, he said Nike without thinking about it. Jason's response was an evoked set.

Question 36

The greater the discrepancy between a consumer's needy state and the desired state, the greater

A) time needed to satisfy the need.
B) the effort consumers will invest in searching for alternatives.
C) the consumer's need recognition will be.
D) the size of the universal set will be.
E) the amount of external information search will be needed.

Question 37

When mountain climbers purchase clothing for scaling Mount Everest, their purchases are primarily addressing __________ needs.

A) functional
B) prepurchase
C) social
D) psychological
E) functional and psychological

Question 38

By producing motorcycles that do more than get riders to their destinations and back, Harley-Davidson is addressing consumers'__________ needs.

A) functional and social
B) postpurchase and prepurchase
C) safety and situational
D) psychological and physiological
E) functional and psychological

Question 39

When Karen realized her dog had fleas, Karen had

A) a social-perceptual incongruence.
B) a psychological need.
C) a cognitive learning failure.
D) a universal shopping need.
E) an unsatisfied need.

Question 40

The consumer buying process begins when

A) a consumer enters a store.
B) consumers' functional needs are greater than their psychological needs.
C) a consumer's performance risk is minimized.
D) a consumer recognizes an unsatisfied need.
E) learning follows perception.

Question 41

The Wall Street Journal provides a set of guidelines each year for purchasing a laptop computer. The guidelines include recommendations for hard disk capacity, memory size, battery life, and several other attributes. The Wall Street Journal is providing consumers with

A) an evoked set.
B) psychological needs.
C) social concerns.
D) evaluative criteria.
E) biased information.

Question 42

Dawn flies regularly between Atlanta and Los Angeles. She almost always uses Delta Airlines and has lots of Delta Sky Miles credit (Delta's frequent flyer program). Still, she uses an online fare comparison website each time to see whether a competitor has a better price or a more convenient schedule. Dawn uses __________ to decide which airline to fly.

A) a compensatory decision rule
B) a noncompensatory decision rule
C) habitual decision making
D) social factors
E) temporal factors

Question 43

Marketers particularly want their brands and products to be in consumers'__________ sets.

A) universal
B) retrieval
C) evoked
D) deterministic
E) behavioral

Question 44

When Maya decided to buy a new computer, she thought about all the brands she could recall seeing advertised, but she would only consider those brands she could buy at her local Best Buy electronics store. This represents Maya's __________ set.

A) universal
B) retrieval
C) evoked
D) deterministic
E) behavioral

Question 45

__________ attributes are product or service features that are important to buyers and that are used to differentiate among choices.

A) Retrieval
B) Financial
C) Social
D) Determinant
E) Safety / performance

Question 46

In the consumer decision process, we decide how much time and effort to expend searching for information based partly on

A) postpurchase dissonance.
B) the outcome of the alternative evaluation process.
C) the degree of perceived risk associated with the product or service being considered.
D) the results of habitual decision making.
E) the results of the external search.

Question 47

Jordana is a travel agent. Whenever she sells an expensive vacation package, she encourages the customer to buy travel insurance, which provides reimbursement in case of trip cancellation due to illness or another emergency. Jordana is trying to reduce her customers'__________ risk.

A) psychological
B) financial
C) performance
D) social
E) physiological

Question 48

Consumers consider universal, retrieval, and evoked sets during which stage of the consumer decision process?

A) need recognition
B) postpurchase evaluation
C) information search
D) situational analysis
E) evaluation of alternatives

Question 49

Every year before he puts his boat in the water, James has his mechanic put a new battery in the boat. James is probably concerned with __________ risk.

A) psychological
B) financial
C) performance
D) social
E) physiological

Question 50

Which of the following is NOT an element of the factors affecting consumers' search processes?

A) perceived benefits versus perceived costs of search
B) locus of control
C) actual risk
D) perceived risk
E) functional versus psychological need

Question 51

Andrea and Karl got married a year ago and are ready to move out of their apartment and into a new home. After looking at several houses, they have developed a list of features that are important to them and that are different among the homes they have visited. The features on their list are called

A) an evoked set.
B) determinant attributes.
C) short lists.
D) perceived risk factors.
E) trade-off elements.

Question 52

Once consumers have recognized a need, they begin to search for ways to satisfy that need. The internal search is characterized by

A) looking through the internal records of a firm, often found on the company website.
B) examining personal memories and knowledge.
C) using the Internet to find what other consumers feel about a specific product or service.
D) consulting close friends and families before expanding the search to a wider, external group.
E) the influence of advertising.

Question 53

Elena is in the process of buying a new car. There are many possible cars to choose from, but she is focused on a few she would actually consider buying. These make up her __________ set.

A) universal
B) retrieval
C) immediate
D) evoked
E) focus

Question 54

When Magda decided to buy a new computer, she considered all the brands she could recall seeing advertised. This represents Magda's __________ set.

A) universal
B) retrieval
C) evoked
D) deterministic
E) behavioral

Question 55

Before flying, Jaden researches the types of planes the airline uses, scans the plane for defects as it taxis up to the terminal, and follows the pilot and crew as they come through the airport. He has no experience as a pilot or airplane mechanic. Jaden probably has a misguided sense of his

A) postpurchase dissonance.
B) locus of control.
C) reference group identification.
D) attribute sets.
E) social risk.

Question 56

Jonathan prefers shirts made with 100% cotton, but he will sometimes buy shirts with less cotton if they are less expensive. Jonathan uses __________ to decide which shirts to buy.

A) a compensatory decision rule
B) a noncompensatory decision rule
C) habitual decision making
D) social factors
E) temporal factors

Question 57

Kathy has naturally curly hair and has often been disappointed with the haircuts she has received. When she moved to a new town, she approached her new office mates and several strangers with curly hair and asked them where they had their hair cut. She chose to spend considerable effort finding a new hair stylist based on the __________ associated with her purchase decision.

A) evoked set
B) reference group
C) physiological risk
D) performance risk
E) financial risk

Question 58

Peter wanted an unbiased source of information to help him decide what brand of appliances to buy for his new condominium. Peter would most likely search for information from

A) the Sears catalog.
B) the Consumer Reports website.
C) the local Better Business Bureau.
D) the website for Best Buy (an electronics retail chain).
E) Psychology Today magazine.

Question 59

Ryan believes he is responsible for his actions, and he will conduct extensive searches before making a purchase. Michael's favorite phrase, when confronted by the need to make a decision, is "Whatever." In marketing terms, Ryan is said to have a(n) __________ and Michael, a(n) __________.

A) obsessive personality; laissez-fair approach
B) formal search function; casual search function
C) increased search anxiety; decreased search anxiety
D) internal locus of control; external locus of control
E) focused sense of information; unfocused sense of information

Question 60

André was afraid his new condominium would look shabby to his future in-laws, so he had it painted just before their visit. André was addressing his __________ risk.

A) social
B) financial
C) performance
D) psychological
E) physiological

Question 61

There are approximately 1 billion people living in India. Only about 200 million of these people earn more than the equivalent of $1,000 per year. According to Maslow's hierarchy, most of the other 800 million Indian consumers are primarily addressing their __________ needs.

A) social
B) personal
C) psychological
D) esteem
E) physiological

Question 62

__________ refer(s) to the process by which consumers select, organize, and interpret information.

A) Attitude
B) Learning
C) Perception
D) Values
E) Consumption

Question 63

Among the factors affecting the consumer decision-making process is / are __________, the way consumers spend their time and money to live.

A) lifestyle
B) conspicuous consumption
C) the demonstration effect
D) external validation
E) life standards

Question 64

Marketers frequently design customer relationship management programs to

A) retain loyal customers.
B) attract consumers who have safety needs.
C) reinforce postpurchase cognitive dissonance.
D) increase internal information search.
E) improve profit margins.

Question 65

Maslow's hierarchy of needs includes physiological needs at the lowest level and self-actualization at the top. The three levels in between are

A) material goods, safety, and love.
B) community, family, and self.
C) safety, stability, and striving.
D) health, wealth, and happiness.
E) safety, love, and esteem.

Question 66

Stuart wanted to impress Janet with the perfect engagement ring. He had been saving money for months, and he noticed his attitudes and perceptions about diamond rings changing as he began paying attention to ads for rings. Marketers call this process

A) consumer confidence building.
B) self-actualization.
C) a decision rule.
D) reducing prepurchase dissonance.
E) learning.

Question 67

Marketers fear negative word of mouth because when consumers are dissatisfied, they

A) are less likely to say something than when they are satisfied.
B) often want to complain to many people.
C) buy more of the product to prove they were correct in their criticism.
D) often file a lawsuit.
E) don't buy any of the company's other products.

Question 68

Marketers are particularly interested in postpurchase behavior because it

A) involves both compensatory and noncompensatory consumers.
B) offers insights into information search methods.
C) avoids situational conflicts.
D) involves actual rather than potential customers.
E) involves both actual and potential customers.

Question 69

Postpurchase cognitive dissonance is especially likely for products that are

A) cheap, poorly made, and made of plastic.
B) personally valuable, antique, or foreign-made.
C) simple, easily copied, and new.
D) psychologically soothing, purchased impulsively, and part of a consumer's evoked set.
E) expensive, infrequently purchased, and associated with high levels of risk.

Question 70

Learning refers to a change in a person's thought process or behavior that arises from

A) attitudes.
B) experience.
C) risk analysis.
D) cultural norms.
E) postpurchase dissonance.

Question 71

Apple computer users tend to like the company and love its products. Apple has nurtured this __________ component of its customers' attitudes.

A) social
B) affective
C) psychological
D) cognitive
E) physiological

Question 72

Though he has never owned a Jaguar, Jerry thinks they are poorly made and have many mechanical problems. For Jaguar to sell Jerry a car, the company would need to change the __________ component of Jerry's attitude.

A) social
B) affective
C) functional
D) cognitive
E) physiological

Question 73

Most firms maintain customer complaint services online, in the store, or over the telephone. Firms attempt to respond quickly to complaints, hoping to

A) get themselves into the universal set.
B) reduce the cost of postpurchase advertising.
C) minimize negative word of mouth and rumors.
D) extend decision rules to the customer complaint desk.
E) offset performance risk with financial risk.

Question 74

American visitors to the Indonesian island of Bali are often aghast when they see the sign for the Swastika resort. Americans associate the swastika symbol with Nazi Germany while Indonesians associate the symbol with the four major elements on Earth. The two groups have different

A) attitudes.
B) risk factors.
C) perceptions.
D) factual norms.
E) postpurchase dissonance.

Question 75

After Sharon graduated from college, she found a steady and good-paying job, got married and began to raise a family, and began to receive recognition at work and in the community. Eventually, she began to devote more time and effort to intellectual and aesthetic pursuits. Sharon is moving up

A) the conventional morality life cycle.
B) the lifestyle achievement matrix.
C) the Consumer Validation Model.
D) Maslow's hierarchy of needs.
E) from an internal to an external locus of control.

Question 76

Many teenagers, both male and female, have clothes they purchased in the past that they would not be caught dead in today. When they occasionally see those clothes hanging in the back of their closet, these teenagers probably feel

A) cognitive bias.
B) postpurchase cognitive dissonance.
C) psychological risk.
D) need recognition.
E) physiological risk.

Question 77

Negative attitudes are typically difficult for marketers to change because

A) most consumers' attitudes depend on prices.
B) consumers weigh performance risk against functional needs when assessing their attitudes.
C) attitudes are learned and long lasting.
D) attitudes shift consumers from limited to extended problem solving situations.
E) consumers' attitudes are derived from unchanging decision rules.

Question 78

Sometimes consumers have second thoughts after buying goods that are expensive, infrequently purchased, or associated with a high level of risk. This is an especially critical time for marketers, as their customers are dealing with

A) criteria reevaluation.
B) buyer's remorse.
C) competitive leverage.
D) purchase uncertainty.
E) consumer vulnerability.

Question 79

A(n) __________ is a need or want strong enough to cause the person to seek satisfaction.

A) locus of control
B) motive
C) attitude
D) perception
E) learning curve

Question 80

Jordana is buying a laptop computer to take on trips. Although she has looked at several brands, she refuses to buy a computer that weighs more than five pounds. Jordana is basing her decision on

A) a compensatory decision rule.
B) a noncompensatory decision rule.
C) habitual decision making.
D) social factors.
E) temporal factors.